Unilever Plc: A Comprehensive Marketing Plan for Product Strategies

This report presents a marketing plan for Unilever Plc, a multinational organization offering a variety of products, including home and healthcare, and food items. The plan outlines strategies to enhance Unilever's marketing efforts and increase product sales. It includes an executive summary, vision...Read More

Marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing plan is defined as that plan in which effective marketing strategies are framed
by a business concern in order to achieve the objectives as well as goals of the organisational in
an effective and efficient way. It is a document that facilitates an organisation by laying out is
marketing efforts in a period which is to be come usually a year and traces promotional as well
as marketing strategies along with advertising business activities that are planned for period. In
this report, a marketing plan is going to be discussed on Unilever Plc in order to enhance
marketing strategies for its products.
MAIN BODY
Unilever Plc is a multinational organisation that is located in London, England and is
offering a variety of products such as home and health care products, food products, etc. to its
customers (Calzada, 2020). Below is a marketing plan of Unilever that would help the company
in enhancing its marketing strategies to sell its products in large quantity.
Executive summary:
Within Unilever, marketing plan is designed in order to recognised the targeted-audience
and for developing marketing strategies to reach out to them. Marketing plan for respective
organisation consists of situational analysis, sales forecast, budget and different promotional
strategies.
Vision: The vision of Unilever is to make sustainable living commonplace and the company
believes that it is the best long-term way for the growth of its business.
Mission: The mission of Unilever is to add vitality to life as the company meets everyday
requirements of its customers regarding nutrition, hygiene as well as personal care with brands
that facilitate people in feeling good, looking good and getting more out of life (Fotiadis,
Mombeuil and Valek, 2018).
Objectives:
 To enhance customer satisfaction by 10% in a year by serving new and innovative
products to customers in order to expand value of services.
 To extend the selling of products by 15% in a year in order to enhance business
operations and profitability.
SWOT Analysis:

This tool helps the administrators of Unilever in measuring and analysing the internal
strengths as well as weaknesses along with the external opportunities and threats that influence
performance of business operations within company. SWOT Analysis of Unilever is explained as
under:
 Strengths: The company has a wide as well as deep portfolio of brands and it is also
having a large number of products such as home care products, health care products, food
products, etc (Hanlon, 2022). This make the company a unique organisation and
positioned at top because it is delivering its products according to the changing customer
preferences across the world.
 Weaknesses: The major weakness of Unilever is that the products of the organisation can
easily be replaced with its substitutes especially in the emerging markets of Asia as well
as Africa where rural consumers in hinterland frequently using natural as well as
traditional options of the products that are offered by Unilever.
 Opportunities: It is a major opportunity for Unilever to introduce the products by
considering health consciousness as consumers are more aware about their health after
pandemic situation of COVID-19. This would help the company in expanding its market
segment and creates a good brand image within market place.
 Threats: High level of competition within the markets of UK can be a major threat for
Unilever as there are various rivalries of the organisation such as Nestle, P&G, Johnson
& Johnson, Mars and many more. These organisations are working in an innovative
culture of the workplace and are bringing innovative products so it can be a threat for
Unilever as innovative products can seize the market share of Unilever.
STP:
It is a three phase model that facilitates in identifying the market segments to target its
potential customers in order to sell the products in an effective manner (Raji, 2019). Unilever
would use this marketing model for classifying propositions through evolving as well as serving
significant information for attracting more customers. The STP model for Unilever is discussed
as follows:
 Segmentation: This process assists managers of organisation in dividing the markets into
small segments of recognisable as well as different groups of customers in order to

determine importance of each market segment. Unilever use this approach to categorise
its customers on the basis of age, location, etc.
 Targeting: In this process, attractive market segments are targeted from stage of
segmentation. Administrators of Unilever can select the targeting strategy of location in
order to expand its business operations throughout the world including those countries in
which it does not exist currently.
 Positioning: This last phase of STP model helps in analysing the comparison between
the products of organisation and its competitors (Westwood, 2019). The company can use
various promotional strategies such as offline and online advertising, social media
advertising, digital marketing and many more. This would help Unilever in gaining
competitive advantages over its competitors in the market-place.
Action Plan:
The action plan for Unilever has been based on 4Ps of marketing mix that is discussed as
below:
 Product: Unilever is offering a wide variety of products like food products, health and
home care products with superior quality that would help it in capturing more customers.
 Price: Respective company is using cost plus pricing strategy that would facilitate it in
increasing its business operations by gaining considerable margin of profits over the cost.
 Place: Unilever can expand its market in those places also in which it is currently not
present or conducting business operations. It would help company in maximising
profitability and productivity level.
 Promotion: Company can use social media as a promotional strategy in order to
advertise its products through describing new features and benefits of them.
Forecast:
This concept helps Unilever in identifying business opportunities and also prepares
managers in order to overcome challenges within business. In this stage, an estimated budget can
be designed for optimum utilisation of resources.
Particulars Amount (£)
Trainer 200000
Marketing 50000

Safety measures 50000
Equipments 400000
Total 700000
Control:
It is final stage of marketing plan that helps in controlling those business activities that
are generating losses within organisation. This helps in measuring and analysing performance of
business as a whole by making a comparison with performance of standard one. It helps Unilever
in extending profitability level though minimising waste that is generating through products.
Therefore, this function is significant in marketing plan in order to check errors occurred and
takes corrective actions against them to rectify.
CONCLUSION
From above explanation of report, it has been concluded that marketing plan helps a
business by framing effective marketing strategies for promoting and selling organisational
products. In this report a marketing plan has been designed in context to Unilever that helped
company in enhancing its market segments as well as customers.

REFERENCES
Books and Journals
Calzada, J. A., 2020. Communication, Marketing Plan, and Strategy. In Comprehensive
Healthcare Simulation: Program & Center Development (pp. 133-140). Springer, Cham.
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.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Raji, S. J., 2019. Introducing 5P’s Methodology as Healthcare Marketing Plan: Using 5P’s
Healthcare Marketing Plan in Diabetic Foot Care Management. Indian Journal of Public
Health Research & Development, 10(6).
Westwood, J., 2019. How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and
Reach Your Marketing Goals (Vol. 152). Kogan Page Publishers.