Unilever Marketing: Process, Planning, Objectives, and Strategies

This report provides an analysis of Unilever's marketing process and planning, detailing the company's approach to marketing in the 21st century and the role of the marketing function within the organization. It explores how the marketing function interacts with other departments such as production, finance, and human resources, and examines the extent of Unilever's marketing mix, including product, place, promotion, and price strategies. The report evaluates how the adopted marketing mix contributes to Unilever's success in meeting its overall business objectives, offering recommendations for improvement. Furthermore, the document analyzes Unilever's strategic marketing plan, marketing objectives, research methodologies, situational analysis using SWOT, PESTLE, and Porter's Five Forces frameworks. It also includes budget plans, tactical actions, monitoring channels, media plans, and justifications for multimedia activities used by Unilever. The report concludes by summarizing the key findings and highlighting the importance of marketing in achieving organizational success. Desklib provides access to similar documents and study tools for students.

MARKETING PROCESS
AND PLANNING

Table of Contents.
PART1:Briefing paper.....................................................................................................................4
INTRODUCTION...........................................................................................................................4
MAINBODY....................................................................................................................................4
2.0Explaining the concept/ definition of marketing in the 21st century......................................4
3.0Describing the role of marketing function in the supermarket chain Unilever.......................5
4.0Analysing how the marketing function works and interact with other departments..............5
To create competitive sales team for selling products in the market...........................................6
5.0Explaining extend of marketing mix in the Unilever supermarket chain...............................6
6.0Evaluating how marketing- mix adopted by Unilever contributes in its success while
meeting their overall business objectives. ..................................................................................8
7.0RECOMMENDATIONS-...........................................................................................................8
8.0CONCLUSIONS-.......................................................................................................................8
9.0REFERENCES...........................................................................................................................9
PART2: MARKETING PLAN......................................................................................................10
1.0-Analysation of how Strategic marketing plan links with the overall organizational mission,
corporate strategy and objectives in the context of “Unilever”:................................................10
2.0-Setting of Clear and SMART marketing objectives for the firm “Unilever”:.....................10
3.0-Marketing research to support the new product line launch of the firm “Unilever”:..........11
4.0-A situational analysation:....................................................................................................11
4.1-swot analysis of the firm:.....................................................................................................11
Pestle analysis of the firm “Unilever”:......................................................................................11
4.0analysation of the organization:............................................................................................12
4.1.2-Porter analysis of the firm “Unilever”:.............................................................................12
4.3-sub segments of the firm “Unilever”:..................................................................................13
4.4-Analysation of the new product value proposition of the consumers of the organization:. 14
4.5 development of the marketing strategies applied for the market extension:.......................14
4.6 overall budget plan including the overall spendings:..........................................................14
4.7-Tactical actions of the firm “Unilever”:..............................................................................14

4.8-identification of the appropriate monitoring and controlling channels for goal achievement
in the firm “Unilever”:...............................................................................................................15
5.0-A media plan that supports the planned marketing campaign of the firm “Unilever”:.......15
5.1-media budget of the firm “Unilever”:..................................................................................15
5.2-Recommendations and rationale for selected and integrated multimedia activities in the
budget setted off:........................................................................................................................16
5.3Appropriate digital, offline and social media channels for communication that company
Unilever is using........................................................................................................................16
5.4Justifying multi-media plan based on quantitative and qualitative criteria-.........................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

PART1:Briefing paper
INTRODUCTION
Marketing refers to all the tools and the techniques that company uses in order to promote goods
and services that company is offering in the market. It includes 4P's of marketing mix that are
product, place, promotion and the place. Marketing helps companies in growing efficiently in the
market and boost their profitability by attracting large consumers (Thabit and Raewf, 2018).
Marketing in its core, identify the right consumer for its product. Unilever Plc the British
multinational company is one of the largest supermarket chain in the world that offers its product
in more than 190+ countries and owns more than 400 brands worldwide In this report we will see
the concept of marketing and the marketing function in the supermarket chain Unilever. Further,
will be Explaining the concept of marketing mix and how it is adopted by the supermarket chain
Unilever. Not only this we will also identify the marketing plan adopted by the company
Unilever and will develop the media plan to support the Unilever's marketing campaigns.
MAINBODY
2.0Explaining the concept/ definition of marketing in the 21st century.
The 21st century is the advent of new economy, as this is highly dependent on the
technology development and the new innovations. This economy provides more information to
the buyers regarding the products and services available in the market, and that's why now only
top management instructions are not enough while making product for the consumer (Kartajaya,
Setiawan and Kotler, 2021). Today, marketing is totally based on advertising goods and services
digitally through different social media platforms and this happened because the digital
revolution that increased the speed of the communication.
 One major thing that has been observed in 21st century is the need of streamlining cost
reduction process through streamlining (Shpak and et.al., 2020).
 Another thing that has been seen is the encouragement of the entrepreneur mindset in the
companies that helps companies in improving productivity of the organization.
 The companies are also trying build long term relationship with the consumer by social
media campaigns and other promotion techniques.

3.0Describing the role of marketing function in the supermarket chain Unilever.
The marketing functions are the set of activities that are performed while marketing the
products in the market (Sarkum and SYAMSURI, 2021). It starts with finding the right
consumer for the product and ends after satisfying the needs of consumer in the market. The
main role of marketing function in the company Unilever is as follows-
Getting the attention of the consumer-
Unilever company tries to gain consumer attention by building trustful relation with
them. Building trust worthy relation is only done through transparent communication and
responsible marketing. The most important thing that Unilever keeps in mind is to provide the
products that are safe and secure (Morad, Rekia and NASSER). At the time of labelling
Unilever is also transparent in providing all the right information to the consumer about its
ingredients, properties and the nutrition values. Proper marketing helps company to reach to right
consumer and in changing the behaviour.
Helping them in figuring out if the products are fit for them.
The another role marketing plays is to make consumer understand if they are in need of
the product or not. Unilever company tries to advertise in such way that it helps company in
getting attention, interest, desire and action of the consumer. Right marketing role is to facilitate
the decision marketing process of the consumer and to do this Unilever company first
understands what actually it is offering in the market to its ideal consumer that are loyal towards
to the brand.
Lowering the risk of consumer
This role of marketing functions help consumer in lowering the risk that they tend to feel
after buying the product. This is normal tendency of human behaviour that consumer is losing
out good products in the market because consumer is buying one company's product. In this case
supermarket like the company Unilever offers different discount rates, gifts, free samples to
lower the risk of the consumers.
4.0Analysing how the marketing function works and interact with other departments.
Marketing is the concept of philosophy and is not only related with the marketing
department. Developing an effective marketing function that can help company in enabling

proper promotion and marketing can only be done through linking marketing function with other
departments (Naujoks, 2020).
Marketing and production-
The marketing department of the company Unilever regularly interacts with the
production department for ensuring following things-
 The item to be manufactures should be according to the demands and desire of the
consumer.
 Adequate research and development for satisfying consumer needs.
 The volume of orders generated by the marketing department must be met by the
production department in the schedule time.
Marketing and finance-
 The marketing department must work with finance department in order to ensure that
there adequate budget available to meet the finances of research, promotion and the
distribution. The marketing and finance both are responsible in ensuring that the business
operations of Unilever is in its financial capabilities.
 The marketing department is responsible for concentrating the sales volume of Unilever
while the finance department is more tilted towards the side of cash flow, cost of the
products and the paying back investments.
Marketing and the human resource management-
The marketing department should work closely with the Human resource management in order
to ensure that-
 All the appropriate human resource with appropriate skill are in right places for research
and production targets.
 To ensure that the HRM department appoint people that can meet production targets.
To create competitive sales team for selling products in the market.
5.0Explaining extend of marketing mix in the Unilever supermarket chain.
The Unilever supermarket chain consist of the complex marketing mix techniques that
helps company in making different products and services to its consumer in more than 190
countries (Jasmani and Sunarsi, 2020).
Unilever product mix-

Unilever has been able to expand its consumer goods and product market since 1992, and
this has resulted company in broadening its products according to the taste and preferences of the
consumer in different countries today, Unilever has 400+ brands that has been organized into
three divisions that are food and refreshment, Home care and Personal care and that consists
brans such as Axe/Lynx, Ben& Jerry's, Sun-silk, Sunlight, Heart-brand ice cream etc. and this
indicates that the Unilever's product mix is highly diversified.
Unilever Place mix-
The operations of Unilever in Place mix is wider as Unilever works in Consumer goods
all over the world. The place mix involves the place where the transaction of consumer goods
takes place and Unilever place mix three distribution places Retailers, Kiosks, Stores. Retailers is
the first place of distribution where consumer purchases goods from the retailers. The second
kiosks involve personnel selling. The third stores are the place where company sells its product
direct to the consumer.
Unilever's promotion-
Unilever promotes its product at larger scale because of the competition that keeps on
arising in global consumer market. Unilever uses the following promotional methods-
 Advertising
 Sales promotions
 Public relations
 Personal selling
 Direct marketing
The company uses advertising as primary source of advertisement as there are various platforms
available to promote the product like Instagram, Facebook, Television, Newspaper etc. Another
important source of promotion mix are discount rate, various coupons and the personal selling.
Unilever's price strategy-
Unilever is able to maintain the wide variety of price points because of the diversification
of the product that Unilever has. Price has been determined by following some strategies that are
needed in the organization for the different businesses and that are as
Market-oriented strategies- normal price based on market factors.
Premium pricing strategies- for premium products offer by the Unilever.
Product bundle pricing strategies- discounted prices for the people purchasing in bundles.

6.0Evaluating how marketing- mix adopted by Unilever contributes in its success while meeting
their overall business objectives.
1. Marketing mix helped Unilever in attracting consumer by offering lower prices that the
competitive supermarket chains operating in the world (Krizanova, and et.al., 2019).
2. Marketing mix has enabled the company to create new products according to the
demands and designs of the consumer worldwide.
3. Marketing mix has improved the business ideas for innovating new products in order to
survive in the long term in the market.
4. Marketing mix has increased the product portfolio like there are various ranges and
varieties of product company Unilever offers in the market.
5. Marketing Mix has also helped in producing different products from the products of the
competitor that they are offering in the market.
7.0RECOMMENDATIONS-
The company should have sufficient budget in order to promote its product worldwide to
gain consumer attention. Promotion includes various tools like advertisement, sales promotion,
personal selling etc. and this can only be done through when company has enough financial
resources. The company works for the profit and larger profit needs large size of financial
resources for attracting larger audience at once.
8.0CONCLUSIONS-
From the report, we have been able to conclude that the marketing is an important element in the
success of the organization. It helps company in knowing and understanding what consumers
demand from the companies in order to increase the profitability of the company and this same
happened with the company Unilever. The another thing that has been addressed in this report is
the elements of the marketing mix and how marketing mix has been adopted by the company
Unilever which helped it in attaining the higher level of success.

9.0REFERENCES
Books and journals
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies.4(4).
Sarkum, S. and SYAMSURI, A., 2021. The Role of Marketing Function for Competitive
Advantage. Quality-Access to Success.22(180).
Morad, I. S. M. A. I. L., Rekia, M. E. L. A. H. I. and NASSER, B., Importance of service quality
in gaining consumer satisfaction: Case study of Ooredoo mobile operator.
Naujoks, T., 2020. Marketing functions and B2C e-marketplaces: An exploratory analysis.
Journal of Marketing Channels.26(4), pp.250-262.
Kartajaya, H., Setiawan, I. and Kotler, P., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Krizanova, A., and et.al., 2019. The effectiveness of marketing communication and importance
of its evaluation in an online environment. Sustainability, 11(24), p.7016.
Shpak, N., and et.al., 2020. Digitalization of the marketing activities of enterprises: Case study.
Information.11(2), p.109.
Jasmani, J. and Sunarsi, D., 2020. The Influence of Product Mix, Promotion Mix and Brand
Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang.
PINISI Discretion Review.1(1), pp.165-174.

PART2: MARKETING PLAN
1.0-Analysation of how Strategic marketing plan links with the overall organizational mission,
corporate strategy and objectives in the context of “Unilever”:
1. Helps in evaluation of the current environment: marketing plan is the criteria under
which the company's position and situation of work is being assessed (Sivakumar, 2021)
The data being collected while the research done in the market is essential for good
understanding of the market where the firm will operates and with these efforts will be in
effectiveness.
2. Establishment of marketing goals: the establishment of the marketing goals and
objectives are defined by the marketing plan of the firm. The firm should keep the goals
achievable and the targets that the firm will build should be done during the situation
analysis of firm.
3. Helps in identification of actions for achievement of goals: the last term of the model
consist of the day to day functioning comes in action. This activity is the essential activity
to set overall activities. Smart goals and plans in the market activities will work as the
key factors for the competitive advantage.
2.0-Setting of Clear and SMART marketing objectives for the firm “Unilever”:
Smart and clear goals of the firm to achieve the goals are as stated:
 The focus of the firm should be on generation of revenue from luxurious products by
attaining the online sales for the growth of the business.
 The firm must maximize the profits by using the different platforms for the attraction of
the customers.
 Business must understand that given objectives are attainable in the given span or not.
 The result of sales volume and profitability of the firm must be measured to bring out the
best probable results.
 The business must focus on customer satisfaction and brand development of the firm.

3.0-Marketing research to support the new product line launch of the firm “Unilever”:
The firm has identified the market approach of the business and the need of the consumers in the
comfortable and pocket friendly needs. Firm is now focusing on the luxurious product line in the
market as per the desire of the consumers in the run.
4.0-A situational analysation:
4.1-swot analysis of the firm:
Strengths: the firm has its global footprints by operating in many of the international countries.
The firm combine its global values with the locals and win the hearts of consumers (Teoli, and
et.al, 2019).
Weakness: the weakness of the company is that it face the market conditions with other
competitive giants like P&G and nestle.
Opportunities: the company have the opportunities of the growth in market as it have the
consumers in large quantity.
Threats: the firm may face the threats of diminishing revenues because of the global economic
crisis.
Pestle analysis of the firm “Unilever”:
Political factors: the company have a huge portfolio of the products and with that the company
must follow the regulations of the food and drug administration. By the time, the other rules and
regulations are implemented by the government then the firm has to accept them.
Economic factors: with the increasing and developing economy the company will likely have
more revenues. There are high chances of growth for the business.
Social factors: as the firm operates in many of the countries it needs to launch the products that
are as per the needs and wants of the social demographics of the company. Better positioning,
targeting and segmentation is required for the firm.
Technological factors: the organization must keep up with the technological advancements in
the company to grow on the rapid pace. Completely acquired with the technology can help the
company to save time in the operations.

Legal factors: company with the large portfolio of products must keep up with the rules and
regulations and must protect its patent as well. This will help the firm to maintain its customer
loyalty and brand image.
Environmental factors: as the firm operates in the successful environment and maintained one
the firm is able to make up to the word. By working in the environment friendly ways the firm
must reduce its carbon footprints for the company and customers both.
4.0analysation of the organization:
Company: the firm Unilever has its strong brand image in the market. Company's finance
background is strong and thus it can invest in the resources and increase the product line of
luxurious goods.
Customers: the firm have its potential customer base and firm always try to understand and
work as per the needs of their customers. Hereafter, there new luxurious product-line will help in
satisfying their needs of customers.
Competitors: company works as per the competitive strategies to come up with the best
outcomes as the competition in the market is relatively high.
Collaborators: the firm operates with many of the suppliers and other partners. The success of
the company depends on the collaborators that provides them with the resources to continue the
business in the market.
Climate: the particular factor depends on the legal factors that company follows and which
affects the operations of the business. The company follows all the legal and social factors to
continue the business operations.
4.1.2-Porter analysis of the firm “Unilever”:
Competitive rivalry: competition comes as a major force in Unilever's environment. The
external force of the firm depends on the following factors:
 Huge numbers of firm.
 High competitiveness.
 Low level of switching cost.
Power of customers: the firm depends on the consumer's response on the products. The firm
must address the following factors to come up with the good response: