Comprehensive Marketing Plan for Unilever: Strategies and Analysis

This marketing plan outlines Unilever's strategies and objectives for enhancing sales and customer base. It includes an overview of the company, its mission and vision, and a detailed STP (Segmentation, Targeting, Positioning) approach. The plan incorporates a SWOT analysis to assess Unilever's strengths, weaknesses, opportunities, and threats. Furthermore, it elaborates on the marketing mix (product, price, place, promotion) and presents a marketing budget for the next four years. The document references various books and journals to support its analysis and recommendations, providing a comprehensive guide to Unilever's marketing efforts. Desklib provides a platform to access this and similar documents for students.

Marketing Plan

Table of Contents
Marketing Plan............................................................................................................................................3
Overview of company.............................................................................................................................3
Objectives:...............................................................................................................................................3
STP approach:.........................................................................................................................................3
SWOT analysis........................................................................................................................................4
Marketing mix.........................................................................................................................................5
Marketing Budget....................................................................................................................................6
References...................................................................................................................................................7

Marketing Plan
Marketing plan is a document that includes goals, objectives, and marketing strategies of
the company in order to attain pre-defined goals. Basically, it includes the strategies which can
be used by the company in order to promote the products or services (Fotiadis, Mombeuil and
Valek, 2018). Vision, mission, marketing mix and more are included in the marketing plan of the
organization.
Overview of company
Unilever is renowned FMCG organization based on London. It provides various types of
products such as drink, personal care products, food products and more. Currently, the company
is working in nearly 190 countries. Different brands such as rexona, sunsilk, lux and more are
owned by the organization. In addition to this, the organization is working within three major
segments like personal and home care products, beauty and food segment.
Mission: “To add viability in the life of buyers by providing them quality, nutrition as well as
hygienic products”.
Vision: “To become the global leader in order to sustain in the competitive market for longer
period of time”.
Objectives:
 To enhance the sales by 25% by 2022.
 To enhance the existing customer base of the company by 25 %.
 To attract huge number of buyers in order to maintain competitive advantage in market
place.
STP approach:
This model is a crucial part of the overall marketing plan of the organization. It is related
with classifying the audience in different segments and selecting an appropriate target group to
position the product appropriately (Langston and Loreto, 2017). In this context, elements of STP
model are mentioned below:
 Segmentation: Unilever applies demographic segmentation wherein the customers are
classified of the basis of income, age and more. In geographical segmentation, they

classified the audience based on the region and cities in order to target huge segment of
the customers. Additionally, psychographic segmentation is applied by the organization
in terms of social class, personality, attitude and more.
 Targeting: After segmentation, the next step is targeting wherein the Unilever will select
a particular group to target. Here, the company is targeting to all income group people by
offering products at different range.
 Positioning: In current time, positing is highly important in order to survive in the
competitive market. In case of Unilever, the company has been positioned itself as a
quality products provider within the affordable price range. Due to the positive
positioning, customers are likely to prefer the products of Unilever over the competitive
firms.
SWOT analysis
It is a well-known tool to assess the strengths and weakness of a particular brand.
Through SWOT analysis helps a company in preparing suitable strategies in order to attain
growth in the future period of time (Kotler and et. al., 2018). In this context, SWOT analysis of
Unilever is given below:
Strengths Weaknesses
 Unilever is renowned brand that has
presence in nearly 190 countries
globally.
 The brand has wide portfolio of
products of different categories like
food, personal, beauty care products
and more.
 The positive position of the
organization is helpful in gaining
attention of huge number of buyers in
order to get competitive advantage in
future period of time (Nagra, 2017).
 It is easy to replace the products that
are being offered by Unilever. Here,
several companies are present in the
market that are offering similar
products like Unilever.
 Unilever is working in highly
competitive market which might affect
the position of the company in future
period of time.
Opportunities Threats

 After globalization, the company has
opportunity to expand business across
various countries in order to inflate the
existing sales and profit margin in an
efficient manner.
 By adding innovative and unique
products in the existing product
portfolio, Unilever can easily sustain in
the competitive environment for longer
duration.
 The company is facing threat of change
in the macro environmental elements
that will put direct impact on the
business operations of the entity.
 The products of Unilever can be easily
imitate by the rival firms that will
create major threat for the entity.
Marketing mix
Marketing mix is a vital element of the overall marketing plan of an organization. It is the
combination of different factors such as product, price, place and promotion. It helps in
preparing appropriate strategies so that the company can receive competitive edge in the longer
run (Khurana, 2017). In context of Unilever, the elements of marketing mix are mentioned
below:
Product: The wide range of products offered by Unilever. They are offering beauty,
personal care, food products and more. By maintaining large product portfolio, it is easy for the
organization to fulfill the requirements of huge number of buyers in an efficient manner.
Price: This element is associated with the price that a brand is charging in return of the
value they are providing to the customers. In case of Unilever, they are working on price
differentiation wherein they are providing some products within affordable range and also has
the premium category of products for premium customers.
Place: Unilever is offering products through supermarkets, local shops, discount stores
and more. They ensure to make the product available to the end users at right time and at the
right place. Through the wide supply chain and distribution network, the entity is able to meet
with the requirements of customers in an appropriate way.

Promotion: It is one of the most crucial elements of market mix that is related to
promote the products or services by appropriate advertisement and promotional techniques. In
case of Unilever, they are promoting products through direct selling, digital marketing,
advertisement and more.
Marketing Budget
Marketing budget is prepared to evaluate the potential expenses and income in future
(Minton and Krszjzaniek, 2021). In this context, the marketing budget are mentioned below:
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000 45000 13000 14000
Marketing outlay
Sales publicity 2300 2000 2000 2000
Direct selling 4900 4500 2000 2000
Promotion 6000 2500 6000 3000
Total 13200 9000 10000 7000

References
Books and journals
Fotiadis, A., Mombeuil, C. and Valek, N.S., 2018. Designing and implementing a marketing
plan. In The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality.
Emerald Publishing Limited.
Khurana, R., 2017. A Marketing Plan for the Modern World. Business and Technology, 1(1).
Kotler, P., Makens, J.C., Bowen, J.T. and Baloglu, S., 2018. Marketing for hospitality and
tourism. Pearson Education.
Langston, R. and Loreto, D., 2017. Seamless integration of predictive analytics and CRM within
an undergraduate admissions recruitment and marketing plan. Strategic Enrollment
Management Quarterly, 4(4), pp.161-172.
Minton, E.A. and Krszjzaniek, E.J., 2021. Enhancing marketing research learning outcomes
using the outdoors. Marketing Education Review, 31(2), pp.93-98.
Nagra, K.A., 2017. Developing a strategic marketing plan for academic library e-resources to
optimize return on investment. Community & Junior College Libraries, 23(3-4), pp.115-
128.