Unilever: Marketing Roles, Responsibilities, and Interrelationships

This report delves into the multifaceted roles and responsibilities of the marketing function within an organization, using Unilever as a practical example. It highlights the importance of product development and design, emphasizing the need for a strong research and development team to align with customer expectations. The report underscores the significance of market research in identifying opportunities and strengthening a business's market position. It examines how these roles and responsibilities contribute to a company's reputation and competitive advantage. The report further analyzes the interrelationship between marketing and other departments, such as finance and research and development, highlighting how effective collaboration enhances overall performance and brand image. It concludes by emphasizing the need for a well-defined distribution of roles and responsibilities, effective tools, and a balanced approach to internal factors to achieve organizational goals.

THE ROLE OF MARKETING

TABLE OF CONTENT
INTRODUCTION
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION
IN CONTEXT TO MARKETING IN ORGANIZATION OF THE
ROLES AND RESPONSIBILITIES
CONCLUSION
REFERENCES

INTRODUCTION
There are a lot of activities which influence the services and products
which the organization and does marketing for. The products are not going
to work effectively in the market and gain profit if there is going to be no
marketing functioning in this modern market.
There is a brand image and reputation which the organization can gain
from marketing their products and services in the market and the
organization will also be able to increase the sales as well.
Unilever has been in the consumer goods industry from 1929 which gets
in a lot of experience for the organization.

ROLE AND RESPONSIBILITIES OF MARKETING
FUNCTION
To have clarity in the working it is very important that the roles and
responsibilities are distributed in the business effectively. Roles and
responsibilities are going to be discussed in the report of Unilever’s
marketing function.
Roles
Product and development designing
To improve the designs and products according to the demands and
expectations of the customers there has to be strong research and
development team.

CONTINUE…
Responsibilities
Market research
There has to be good operations and responsibilities and for that there has to
be good research team for the customers as well.
There are a lot of opportunities and strengths which a business can have in
the market so that there is going to be better profitability in the market and
increase the market share.

CONTINUE…
In context of marketing environment the
roles and responsibilities
The roles and responsibilities have to be well
maintained so that the business will be able to
maintain their reputation and standard which is
going to get in good functioning.
There is going to be high competitive advantage
in the market when there is good functioning
and the company will have higher market share.

IN CONTEXT TO MARKETING IN ORGANIZATION OF THE
ROLES AND RESPONSIBILITIES
To have a good impact on the customers the internal factors of the
organization have to be well maintained and right decisions have to be
taken.
Finance and marketing
There has to be good budget which needs to be set by these two
departments for the company to have been able to promote their products
and services in the market and gain higher sales.

CONTINUE…
Marketing and research and development
The R&D department is not in direct contact
with the customers which is why the marketing
team has to make sure that the R&D department
is aware of the feedbacks and the changes which
are coming is accordingly.
The decisions are made by both the departments
since both have to understand the customers
which are going to be very useful for the
organizations long run in the market.

CONTINUE…
Interrelationship’s significance
 In Unilever the interrelationship between each department is taken care of by the
organization so that there is going to be strong working. The organization has
gained a lot of competitive advantage and brand image because of this factor.
Negative aspect of interrelationship
 The clarity of working is going to make the company be able to match the
demands of the customers which is present in the market. There is going to be
better performance when there is an effective understanding and dependency on
each department.

CONCLUSION
From the above presentation it can be concluded that there has to be good
distribution of roles and responsibilities in an organization so that the
objectives and goals can be achieved faster.
There are right tools and measures which have to be used in organization
so that there is going to be good effective working in the business.
Internal factors will affect the brand image which is why it is very
important to have a balance between the internal factors.

REFERENCE
Abubakari, A.I.D.A.T.U., 2016. Corporate Rebranding and Corporate Brand Image:
The Mediating Role of Marketing Communication (Doctoral dissertation,
University of Ghana).
D'Attoma, I. and Ieva, M., 2020. Determinants of technological innovation success
and failure: Does marketing innovation matter?. Industrial Marketing
Management. 91. pp.64-81.
Grimpe, C and et.al., 2017. R&D, marketing innovation, and new product
performance: a mixed methods study. Journal of Product Innovation
Management. 34(3). pp.360-383.
Hamari, M. and Huttunen, M., 2016. The Role of Marketing Communicatins In An
Innovation Commercialization Proccess of A Start-Up Company. Journal of
Business School Oulu University Finland.
Jeon, I.O., 2017. The Impact of Entrepreneurship on Corporate Performance:
Focusing on the Effects of Technological Innovation and Marketing
Competence. Asia-Pacific Journal of Business Venturing and
Entrepreneurship. 12(3). pp.87-105.

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