Unilever Marketing: Roles, Interrelation, Trends, and Process Overview

This presentation provides an overview of the marketing functions within Unilever, a multinational consumer goods company. It begins with an introduction highlighting the roles and responsibilities of the marketing department, emphasizing the importance of brand value enhancement, sales growth, and profit improvement. The presentation then explores the interrelationships between the marketing department and other key functional areas, including sales, finance, and human resource management. It also examines current and future trends in marketing, such as the use of social media, digital platforms, and the importance of content generation. The marketing process is outlined, covering steps like mission identification, situational analysis, objective development, strategy formation, and planning and evaluation. The presentation concludes by summarizing the significant role marketing plays in achieving company objectives and maintaining relationships with various departments. References to relevant academic sources are also provided.

Marketing Essential

Table of Content
INTRODUCTION
Roles and Responsibilities of marketing function
Inter relationship of marketing and other functional departments
Current and Future trend
Overview of marketing process
CONCLUSION
REFERENCES

INTRODUCTION
 This presentation has emphasised over various roles and responsibilities of
marketing functions of Unilever Company.
 Inter relationship of marketing department with other department would
also provide in detail.

Role and responsibilities of marketing function
Improve brand value of company
 This is the responsibility of the marketing function to improve the
brand value of company in market.
 Brand value put a huge impact over the sales of company as it
attracts the target customers available in the market to convince
the buying decision of customer.
 Unilever Company contains an effective brand value which also
create a positive impact over its customers in respect to when they
make the purchase decision making to buy company’s products.
 In case of upper economic background people brand value play a
huge role in purchase decision making of such customer group.

Cont..
Enhance sales of company
Marketing operations of company also create a huge
impact over the sales of company.
Marketing support the company in boosting its sales
potential by highlighting products of company in such
a way that company not juts able to sustain its existing
customers along with it allows organisation to attract
new customers that can potentially buy company’s
products.
This is one of the key objectives behind the marketing
operations undertaken by Unilever to boost the sales
growth of company and also the sales potential of
company.

Cont..
Enhance profits
 Marketing operations also allow company to
improve the profits.
 It allows company to boost its sales in such a way
that it can enhance the profits of company.
 This is also the prime responsibility and role
attached with the marketing functions of company.
 Profitability is among the key objective behind the
business operations company has undertaken.

Inter relationship of marketing and other functional department
Marketing and sales
 Both the department are interconnected with each other.
 Marketing department promote all products of company in such a way that sales
department can achieve all their targets.
Marketing and finance
 Finance department allocate budgets so that marketing department can conduct all types
of marketing operations.
 Marketing team also provide required information in respect to the competitors and
effective research about the market and customers that supports the finance department in
making investment decisions.
Marketing and HRM
 Marketing department support HRM in channelizing promotional videos of company
recruiting activities.

Current and future trend
Current trend of marketing involve social media, radio,
television, digital platforms and many other platforms.
Future trend of marketing probably involve generating
content to attract customers, maintaining of transparency
and all others.
Future trend will also utilise more advanced technology
due to technological development.

Overview of Marketing process
Identification of mission is the first step.
Situational analysis is the second stage.
Developing objectives is the third step involve in marketing.
Formation of strategies is the third step involve in marketing.
Planning and evaluation is the last stage involve in marketing
process.

CONCLUSION
 Marketing play huge role in enhancing
the profitability of company, brand
value of company and other associated
objectives.
 Marketing department carry strong
relationship with sales, finance, HRM
and various department in company.

REFERENCES
 Cork, B. C. and Eddy, T., 2017. The retweet as a function of electronic
word-of-mouth marketing: A study of athlete endorsement activity on
Twitter. International Journal of Sport Communication. 10(1). pp.1-16.
 O’Keeffe, A., Ozuem, W. and Lancaster, G., 2016. Leadership marketing:
an exploratory study. Journal of Strategic Marketing. 24(5). pp.418-443.
 Moraru, G. M., 2017. An integrative approach of the marketing research
and benchmarking. In MATEC Web of Conferences (Vol. 121, p. 07014).
EDP Sciences.