Pearson BTEC Unit 2: Marketing Essentials Report - Unilever Analysis

This report delves into the core aspects of marketing, using Unilever as a case study to illustrate key concepts. It begins with an introduction to marketing and the chosen company, Unilever, a global consumer goods giant. The report then explores the key roles and responsibilities of the marketing function, including increasing sales, enhancing organizational growth, attracting new customers, polishing brand value, and improving customer loyalty. The analysis further examines the interrelationship between the marketing department and other functional departments such as human resources, sales, finance, operations, and public relations, highlighting their collaborative efforts. The report concludes by summarizing the significant roles of the marketing department and its impact on the company's overall success. The report emphasizes the importance of marketing in driving sales, fostering growth, and building strong customer relationships. The report is a comprehensive analysis of marketing principles within a real-world context.

Unit 2: Marketing
Essentials

Table of Content
INTRODUCTION
Key roles and responsibilities of marketing function
Interrelationship of marketing and other functional
departments
CONCLUSION
REFERENCES

Introduction
Marketing is defined as promoting company’s products and services at various marketing and
promotion channels all across the globe.
This report is based on the case study of Unilever Company in respect to its promotional activities.
Company is involved selling consumer goods all across the globe.
Unilever Company is a brand of Lever Brothers Branch.
Company was initiated in the year 1929.
Headquarter of the company is located in London, United Kingdom.
Lever Brothers and Margarine are the predecessor of the Unilever Company.
In this report different aspects related to the marketing of company would be assessed and
analysed.

Key roles and responsibilities of marketing function
Increase sales of company
Marketing functions play huge role in increasing the sales potential of company.
The aim behind the marketing of company is to attract the potential customers of
company towards the products of company.
Marketing of company play huge role in influencing the buying decision of
customers in such a way that potential buyers of company can agree to buy
company’s products.
Enhance growth potential of organisation
Role of marketing function in company also extended to enhance the growth
rate of company.
Growth is denoted the increase in sales of company and profitability of
company.
How much the organisation could increase its profit percentage denoted as the
growth rate of company.

Cont..
Attracting new customers
Marketing operations of company also play huge role in attracting new customers
towards buying company’s products.
Unilever Company engaged selling in consumer goods and the demand of consumer
goods is maximum in market as compare to any other business environment sector.
With the support of marketing functions Unilever Company also tries to attract new
potential customers that can buy company’s products in market.
Polish brand value
Marketing operations of company are based on the fact that company tries to polish
its brand value in market.
Brand value is another key driving factor tat drives the buying decision of customers
in market.
Marketing operations of company always polishes the existing brand value of
company in market.


Cont..
Improve customer loyalty
 Marketing operations of company also play role in improving the consumer loyalty in market.
 Customer loyalty is another crucial factor that allows company to sustain its existing customer’s
base.
 Unilever Company has been in the business since 1929 which allows company to establish a
huge base of customers that can buy company’s products on a constant basis.
 This repetition of customers group in buying company’s products is denoted as customer
loyalty.
 In every marketing campaign of company Unilever Company also try to polishes the customer
loyalty in such a way that company can achieve all its different objectives of business.

Interrelationship of marketing and other functional departments
Marketing and Human Resource Department
Marketing and human resource department of Unilever Company are
interconnected with each other in the bets of their capacity.
Both the departments of company conducts mutual tasks like promotion
of company’s recruitment campaign in such a way that skilled and
potential graduates and professionals across the globe can be attracted by
company at various designated position role in company.
Marketing and Sales Department
Both marketing and sales department needs to work together to achieve
the individual objectives of such departments.
Both the department needs to work for expanding the sales capacity of
company.
Marketing department promote all the products of company with the
support of sales department.

Cont..
Marketing and finance department
Marketing department guides finance department in respect to different facts and figures related to market.
Marketing team conducts market research that involve competitor’s analysis, sales analysis, product analysis,
trend analysis and many other analysis.
All the marketing research department conducts allow the finance department to make investment decisions
that can provide benefits to the Unilever Company.
Marketing and operation department
Marketing and operation department in Unilever Company also work together to achieve the individual
objectives of each other department.
Marketing team support the operation team by providing effective research in respect to market and products
that can guide the operation team to make available all the trendy products to the customers of company.

Cont..
Marketing and public relation department
Marketing team and public relation team both the department
carry the responsibility in establishing a strong relationship
with potential customers all across the globe of Unilever
Company.
Marketing team brief the public relationship department about
the potential customer base of company located all across the
globe as the company’s operations are based all across the
globe.
Public relationship department also make proper relationship
with the potential customers of company in market that allow
the marketing team to achieve the success in the market with
the support of company’s marketing and promotional
campaigns.

CONCLUSION
 This presentation have projected all different roles marketing department
play in company.
 Roles like enhancing sales of company, boost growth rate of company,
polishes company image, strong relationship of company with its customer
group and many other roles in the market.
 Responsibility like improving the sales of company is a big responsibility
associated with the marketing department.
 Marketing department shares strong professional relationship with all other
department like operation, sales, human resources and many others.

REFERENCES
Brennan, R., Canning, L. and McDowell, R., 2020. Business-to-business marketing. SAGE
Publications Limited.
Dyer, O., 2019. E-cigarette makers under fire for marketing to young people. BMJ: British
Medical Journal (Online), 365.
Hurwitz, L. B. and et.al., 2016. Mobile marketing to children: a content analysis of food
and beverage company apps. Public health. 141. pp.241-244.
McDONALD, M. A. L. C. O. L. M., 2016. Strategic marketing planning: theory and
practice. The marketing book, p.87.
Resnick, S. M. and et.al., 2016. Marketing in SMEs: a “4Ps” self-branding
model. International Journal of Entrepreneurial Behavior & Research.