Strategic Marketing Plan for Unilever Plc: Functions and Tactics

This report provides a detailed analysis of Unilever Plc's marketing strategies and functions. It explores the key components of the marketing function, including market research, target market identification, communication, and content development, and their interrelation with other functional departments such as human resource management, production, and consumer care services. The report also examines various marketing tactics applied by companies, using the Marketing Mix 7Ps concept, with a comparative analysis of Unilever and Henkel. Furthermore, it outlines the development of a basic marketing plan for Unilever Plc, emphasizing the importance of interdepartmental collaboration and strategic marketing initiatives for achieving organizational objectives. Desklib provides access to this document and other resources for students.

UNIT 2: MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...............................................................................................................................2
TASK 1.................................................................................................................................................2
Key components of marketing function and their interrelation with another functional department
of Unilever Plc...................................................................................................................................2
Responsibilities and roles of marketing function and their interconnection with another functional
units...................................................................................................................................................3
TASK 2.................................................................................................................................................5
Varied tactics apply by companies to achieve objectives by using Marketing mix 7 Ps concept.......5
TASK 3.................................................................................................................................................8
Development of basic marketing plan for Unilever Plc.....................................................................8
CONCLUSION....................................................................................................................................8
REFERENCES..................................................................................................................................10

INTRODUCTION
Marketing can be defined as deliberate communication of value, which intended to
influence customer decisions making procedure. It is one of the most important and useful
elements in the world of business. This term help to increase profitability and sales of a
company in effective manner. The current assignment will be based on Unilever Plc, which
under list of leading British international consumers items brands in the UK. Products
portfolio of chosen firm include candy, baby food, energy drinks, soft drinks, ice cream,
cheese, tea etc. which workers use to satisfy its buyers in form of selling. This study will
divide into three different tasks. Task one, will define the role and accountabilities of
marketing function in context company and also explain interrelations with other functional
departments. Furthermore, it will explain important elements of advertising and their relation
with other section. Task two will clarify different strategies would use by two firms after
applying marketing mix model. Moreover, this report will justify development of strategic
marketing plan include 7ps of marketing mix.
TASK 1
Key components of marketing function and their interrelation with another functional
department of Unilever Plc
It can critically analyse that all marketing elements like market research, target
market, communication and development of content relate to products advertising are
interrelated with human resource management, production and consumers care services as
functional units of Unilever. For example, targeting customers is important element of
marketing which they could utilize for increasing productivity and improving performance of
manufacture department (Ramirez and et.al., 2018). After target specific group of buyers,
marketing section by conducting collaborative practices with other unit aware them about
needs of consumers which they can consider while producing goods. Furthermore, market
research is another essential and useful component that marketing department could use in
regard to HRM for determining and researching new applicants who can perform even better
and contributes achieving set objectives of organizations. By conducting overall investigation
marketing team can determine these applicants and allow HRM to hire them by following
entire process of selection and recruitment.
Moreover, by developing effective content for job promotion marketing section can
bring several benefits for human resource management in form of providing wide area for

employee selection and gain attention of people who are seeking for applicable jobs in
market.
Communication is also a helpful element because it permits marketing department
employees to communicate with target market and obtain data about his or her needs. This
data is useful for consumers service care section which they can use while solving queries of
target customers and satisfying them.
Responsibilities and roles of marketing function and their interconnection with another
functional units
Sainsbury has successfully operated its venture within retail industry by selling
quality products to customers. It also gains benefits in term of reaching at global level by
developing effective promotion content, which is only possible with the help and support of
marketing department or function.
Roles and accountabilities of marketing function-
Market research-
Without this role marketing team could not be able to conduct further activities and
take any action relate to promotion of Unilever products. It is really very essential for
workers to this unit is to conduct detail market research because it makes them able to
analyse current needs of consumers and allow to comprehend information about competitors
tactics which they could use to advertise goods (Tzempelikos and et.al., 2020). Furthermore,
by playing this role they can bring a lot of advantages for company in term of understanding
preferences and then products goods accordingly that satisfy target customers for longer
period of time.
Identify target consumers-
Another important role of marketing function is to determine potential and profitable
group of buyers who are interested in quality items offer by well-known brands like Unilever.
Because of this role, this department enables to give organizations detailed and essential
descriptions of target people as well as its key rivals in those markets (Marin, Ruiz De Maya
and Rubio, 2018). Without determining specific buyers, Unilever could not sell its items and
manufacture. It can be said that when marketing department identify potential customers it
can make easier for management to take decision in context of making baby food and other
products.

Communicate target market-
The most important and useful responsibility of marketing department within
Unilever Plc is to communicate in effective manner with target buyers who are highly
interested in purchase of chosen company items (HR and Aithal, 2020). Selected unit is able
to communicate and coordinate with target consumers by using the latest marketing tools for
example, social media is one of the sites or technologies that connect marketers and
customers together. Via using this technology marketing team and communicate and then
understanding people needs, which make them able to represent items in front of them
accordingly that help to gain attention of others as well.
Develop promo or content-
Marketing department of Unilever is responsible for developing and creating
influencing marketing content or message that directly influence mind of each buyer and
drive them towards purchase. Because of this accountability, advertising unit can gain
attention of new consumers which in return increase customers base of chosen company in
systematic manner and then increase profitability as well which is quite beneficial. It could
do by using ranges of technologies that help to promote any thing like goods, workforce
needs etc. in market. With this accountability it can increase sales level even better.
Generate Brand awareness-
Marketing is responsible for generating brand awareness in regard to Unilever by
conducting effective practices and activities. They can generate awareness at international
level by maximizing social media presence of chosen organization which is actually very
essential and useful attempt because the retail industry is quite competitive and other brands
are giving tough competition to each other. Marketing department is central to growth and
success of venture, it is accountable with everything from building awareness of Unilever
business, advertising its goods and offering consumer service. In additional, by creating plan
of social media contests this responsibility could accomplish.
Marketing function interrelation with other departments of Unilever-
Marketing interconnection with IT-
The most complex thing for any company or brand is to sell products to right
consumer. Marketing department is one of the operational units which could make this thing

easy for Unilever by gaining attention of new customers towards buy (Darawong, 2018). This
work could be accomplished when all machines and systems of marketing teams run
effectively without any technical problems, when it has then interrelation of both departments
benefits overall brand. Marketing team in order to achieve set aims of organization coordinate
and work with IT team because they are capable and have all skills which can use to solve
technical issues.
Relationship between marketing and human resource management-
Just like above connection, marketing team work with other functional unit as well in
systematic and effective manner. It performs more closer with HRM which is essential
because human resource manager is able to hire talented people for increasing team
efficiency of marketing and boost their productivity by taking creative ideas in context of
product promotion (Thomas and et.al., 2020). HR department is accountable to recruit skilled
workers for all sections because of that reason marketing section coordinate and conduct
collaborative practice with them.
Marketing with customer care units-
Without consumer satisfaction success and growth of Unilever is not possible as it
needs more efforts and time as well. With coordination and collaboration marketing team can
make this act easy by providing key information about buyer needs to customer care services
unit. It can make this functional unit stronger and powerful in form of solving target market
problems and respond their queries. Marketing team work with them which is quite helpful to
understand buyer systematically and then satisfy all of them which in return increase sales
level of Unilever even better.
Importance-
The overall interrelationship or interconnection between marketing and HRM, IT and
consumer care services units are important and beneficial as well for Unilever because it
helps to increase customers base, drive attention of global buyers and profitability level more
than other brands who has operated their businesses in similar industry (Pedersen and et.al.,
2018). It is also important for department to work and perform in coordination because it
allows each worker to learn something new and gain knowledge about other field which will
use in future.

TASK 2
Varied tactics apply by companies to achieve objectives by using Marketing mix 7 Ps concept
Marketing mix can be defined as set of advertising tools or techniques that a company
uses to pursue its promotion objectives in target customers. It refers to seven broad degree of
marketing judgement; product, price, place, promotion, people, process and physical
evidence. Here, this model can apply in context of Unilever and Henkel organizations.
7Ps Unilever Henkel
Product Objective of this company is to
increase customer base, which
can achieve by taking right
action (Singh, Singh and Arya,
2018). As compare to other
brands, firm expand its product
portfolio and offer variety of
goods under food, ice cream,
beverage, personal and home
care categories. This decision or
strategy can achieve above
objective in systematic manner.
In order to become market
leader, Henkel company can
focus on balancing and
improving quality of its goods
which is a smart strategy that
satisfy current target consumers
to brand and help to attract new
one, which is beneficial in term
of increasing sales and
productivity level.
Price There are ranges of pricing
tactics available in world of
business that Unilever can use to
gain attention of new customers
and retain existing one. It can be
analysed that organization can
use competitors pricing tactic
which make them able to
achieve set aims and become top
brand who cater quality items.
While, Henkel can use
penetration pricing tactic which
enable them to build positive
brand image in market by
selling and offering low price to
customers (Karray and Martín-
Herrán, 2019). It is one of the
marketing tactics that firm could
use to attract customers towards
existing items. This strategy can
help its items penetrate market
and drive new buyer away from
rivals.
Promotion The most important aim or To reach at international level,

objective of Unilever is to
generate brand awareness which
is possible when marketing team
develop effective strategy. For
example, along with traditional
advertising tools marketing
department can use the latest one
such as the most popular social
media channels, where number
of followers are more than other
sites. As compare to other
companies’ company can use
sales promotion, direct
marketing, personal selling and
public relations as well in form
of products promotion (Pelet and
et.al., 2018).
Henkel organization can use
brand promotion techniques
which are effective as compare
to other. For instance, company
can use YouTube where its
marketers can promote items
live, and through this strategy
they can analyse who many
people like its items by
considering number of
subscribers and comments
section.
Place They want to reach at each buyer
and make it easy for them to do
so in term of reaching at this
global brand. It can be possible
when firm chosen the best place
or distribution centre. Firm can
use support of outlets like its
subsidiary Ben and Jerry’s to
sell products.
Instead of selling items from
other stores, Henkel can
develop its own place where
dial soaps, Persil, laundry
detergents and other grocery
items workers sells directly to
target market, which help to
build trust worth relations
between both of them that
actually company need to
develop in ethical manner for
longer period of time.
People Unilever want to satisfy its
target customers, and it could be
done by improving abilities and
performance of workers.
Unilever can develop strategy to
Henkel company can recruit and
select new workers in order to
increase its business
performance level and
productivity as well. This

train existing workforce along
with new one which is quite
beneficial in term of achieving
objective and increasing ability
of applicants. This tactic work
effectively and successfully.
strategy is beneficial and time
consuming as well. Company
with this tactic can give tough
competition to its rivals and be
competitive with strong
workforce who can work even
better.
Process It is quite tough for any
organization to build positive
brand image in market or
industry where it has been
operated. In that case, Unilever
can create and use effective
strategy by collaborating with
those suppliers who are
providing environmentally
friendly raw materials or other
items that management could
utilize to produce final items.
While Henkel can use the best
strategy as compares to its
competitors for achieving set
aims like boost brand position.
They can conduct CSR practices
and follow overall rules of
corporate social responsibility.
Physical evidence It is really very essential for
Unilever to shows its existing
within business world because
without doing so they could not
attract customers and reach at
global level as well as recognize
by new consumers. In order to
do so they could develop tactic
like place holdings at high ways
where accessibility of population
is wide.
To show physical evidence
Henkel can use billboard which
is also effective tactic and use
by many companies in recent
time. As it helps to gain
attention of new buyers and
assure legal existence of brand
to existing one.

TASK 3
Development of basic marketing plan for Unilever Plc
Here, strategic marketing plan is developed in regards to Unilever Plc brand in order
to achieve its set aim and that is to attract customers towards new baby soap which is
chemical free and made with glycerine element that keep baby skin soft and smoother.
Mission-
Unilever objective is to satisfy customers and reach at global level with wide
customers base.
Objectives-
 To increase satisfactory level of target market
 To gain competitive advantages
 To increase profits margin and sales level
 To reach at international market.
Situational analysis-
SWOT
Strength-
The biggest strength of Unilever Plc company is its global footprint with key
operations in more than 190 nations that help in achieving its objectives. Because to this
strong point consumers trust that firm offer quality items which is suitable and good for target
market and that’s are new born babies.
Weaknesses-
The weakness of this brand is its dependency upon retailers which impact current
strategy and process of achieving above objectives in negative manner. Because of this weak
point firm experience pressure and face challenging situation to deal with this issue which
needs extra hard work to overcome by obtaining desire outcomes.
Opportunity-
Technology advancement is one of the biggest opportunities that Unilever can grab as
it allows management to develop effective and influencing marketing content that directly
influence target market behaviour and drive towards purchase of new baby soap.

Threat-
Intense competition is the biggest threat that firm would face while selling new item
and entering into new market along with managing exiting one.
Tactics-
STP
Segmentation-
Unilever marketing department will use demographic and other segmentation strategy
to target customers especially women’s because they take decision in regard to new born
baby products purchase.
Targeting-
Firm will target mothers who known what items is good for their baby’s and what is
not.
Positioning-
To set position of its venture in market and attract chosen consumers Unilever will
use the latest marketing tools.
Budget-
Basis Cost £
Market research 180
Strategic planning 200
Hire new workers 120
Develop website 170
Use of marketing technologies 250
Total 920
Strategies-
Product-
By manufacture new baby soap company will achieve its aims and mission as well in
systematic manner.

Price-
Firm will set low price by using low pricing strategy which is quite beneficial and
valuable in term of generating brand awareness and attracting mothers towards purchase of
baby soap.
Place-
Company will sell its new item through those stores or outlets where baby products
are already sells by company and it also have good customers base which in return increase
profits of chosen firm.
Promotion-
Unilever marketing team will use Instagram and YouTube as product promotion tools
because these are popular and have wide number of subscribers. By using these technologies
organization would attract mothers as target market.
People-
Unilever can recruit female applicants because they known how to take care to child
and which item is good for his or her health. These types of workers are experienced and
knowledgeable as well.
Process-
They will coordinate and collaborate with those suppliers who are providing quality
materials by recognizing sensitive skins of babies’ and focus on his or her health which is the
main concern of brand.
Physical evidence-
Unilever will show its existence in sector by develop official website where marketing
team will update new offers and information about new baby soap that gain attention of
mothers who are highly concern about babies’ skin care.
Actions-
Unilever will take appropriate action by considering further situations, as they will
hire new people who are able to understand needs of target market and serve them
appropriately by using communication and other skills.