Unilever Marketing Plan: Roles, Mix and Organisational Context

This report provides a comprehensive analysis of Unilever's marketing strategies. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing its importance in promoting products and services, managing product offerings, and collecting market data. The report then explores how marketing relates to the wider organisational context, including its interrelation with human resources, IT, finance, and operations. A significant portion of the report is dedicated to comparing how Unilever and Nestle apply the 7Ps of the marketing mix (Product, Place, Price, Promotion, Physical Evidence, People, Process) in their marketing planning processes, providing a detailed comparative analysis. Finally, the report concludes with a proposed marketing plan specifically tailored for Unilever, synthesising the findings and offering strategic recommendations.

UNIT 2

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Key roles and responsibilities of marketing function...........................................................3
P2. Roles and responsibilities of marketing relate to the wider organisational context.............5
TASK2.............................................................................................................................................7
P3. Comparison of ways in which different organisation apply the marketing mix to the
planning process of marketing....................................................................................................7
7P's of Marketing........................................................................................................................7
TASK4 ......................................................................................................................................10
P4. Marketing plan for Unilever...............................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is very important and essential function in every organisation as this provide
better insight of market trend to a respective company. Each and every organisation make
effective strategies for the objective to attain competitive advantage. Business environment
change quickly and it vital for the company to gain competitive advancement present for the
longer time period (Barron, 2019). The marketing make consumer more aware about the new
product and service which is essential for the company. There present report is based upon
Unilever which is an British consumer goods company and its headquarter is in London. The
company was founded in year 1929 and there are around 155000 employees working in currently
for the organisation. This report covers the role of marketing as well as their inter relation with
other functional heads . It is applied 7 P of marketing and the last this report describe about
creating marketing plan for the company.
TASK1
P1. Key roles and responsibilities of marketing function
Marketing refers to the activities for a company undertakes to promote the buying and
selling of the product and service. Marketing consists advertisement, selling and delivering of the
product to the consumer or the business. Every organisation depends upon the efficiency of
marketing and no business organisation can initiate the sales of its product. As for Unilever the
management have to focus on the current as well as future trends to provide better services to
consumer. It is essential for the Unilever to have effective marketing function which help
organisation to expand and explore the business effectively. Here are some roles and
responsibility of marketing which is explained down below:
Promote product and service: The main function of marketing is to promote the goods
and commodity of the organisation to a larger audience. For the Unilever the marketing
department have to focus on creating marketing material which describe and promote the core
product or service to users. This can be done by creating advertisement and promotional
campaign of the company. Apart from this firm can use different method and tools for promoting
the goods such a social media as this is consider as the one of the most effective platform for
promoting goods. Hence this make firm to capture large market share in the well define manner.

Better product offering: Most of the company sell more products to consumer as this
help people to expand and explore the market. Due to diversification of product done by
Unilever create confusion in the minds of customer which tend to slow down the sales and
productivity of the company. As marketing manager is responsible for selling the goods and
make sure that they are well labelled and packed as this create better image in the minds of
consumer. Apart from this marketing places an active role in designing and managing the
product offering and to make sure that improve the brand image of the company. Furthermore
company must take feedback and make changes as per the need and wants of the consumer.
Collecting and analysing market data: The marketing department of Unilever is
responsible for collecting and managing the data which help company to improve the product
and provide better services to consumer. The role of marketing function is to promote and help
organisation to make aware about the recent trends through which firm can take effective
measure for expansion and growth. The information regarding all the changing environment and
needs of consumer are important to expand and explore the business effectively.
Standardisation and grading: Standardisation is the method through which it helps in
determining the standard of the products which is developed by organisation. This consists of
weight, size , design and quality. For instance the product Unilever must provide unique product
and service as to attract large number of customer in a well define manner (Hanlon, 2019).
Where as the grading process is done by using different product and service which is given to
promote the product and services effectively. As the company have to develop proper
infrastructure as it increase the grade of particular product.
Branding: This is consider as the most essential role for every marketing department to
create better brand image in the minds of customer. In the context of Unilever the marketing
department have to promote the company in such a manner through which firm can capture large
market share effectively. The brand can be increased effectively by using offering value for the
money product which tend to increase the sales and profitability of the company. The Unilever is
selling all the product such as cosmetic and foods items under the brand name of Unilever.
P2. Roles and responsibilities of marketing relate to the wider organisational context
Marketing plays an important role in every organisation as they work constantly to
increase the efficiency and productivity of the company. In order to expand business Unilever
have to focus on creating effective decision regarding promotion and other activities as to create

better Impact for the audience. Marketing is important for every organisation as this help in
developing sustainable business model. Furthermore this help in creating healthier relationship
with customer and it also maintain long lasting and ever present relationship with the audience.
Apart from this it also maintain a healthy relationship with the customer and also allow business
to explore there product and service effectively. Here are some of the factor which are
interrelated in a detail manner:
Marketing and Human resource management: HR department have responsibility to
manage and control the activities of organisation such as recruiting, selecting the employees. The
marketing department of Unilever have to proper communication with the HR department as this
help organisation to hire or select the employees who are more efficient in expanding the
business effectively( Haywood, 2019). As this is vital, when the Human resource department
need to recruit the candidates so marketing department provide all the information of
requirement and accordingly the needs and wants. Although marketing team aid HR in creating
jobs advertisement for the company. For example if HR needs training programmes for the
employees which requires news letter and other promotional tools for the marketing.
Marketing and IT department: Technology plays an essential role in any business as it
provide competitive edge for the company. This have changes the face of market and with the
assistance of the technology firm can provide timely service with higher quality product or
service. As marketing of Unilever works with the information technology department as the
company require there own website as this tend to promote different product different product
and services to consumer. With the assistance of technology marketing team can easily make
aware about the product and services to larger audience and it also help in increasing sales and
profitability of the company. In today's business world website plays an vital role in gathering
attention of the audience. Hence marketing department increase the sales by using technology
such as increasing online sales.
Marketing and finance: The finance department of the company is responsible for
managing and controlling the funds to establish the company. As both marketing and finance
department must have proper flow of communicate as to avoid any conflict and chaos present in
the market. The finance department usually allocate the funds to department as per the need and
requirement. So company like Unilever have to facilitate resources and make proper use to
increase the profit and sales of the company effectively. Marketers need money as to carry

forward there promotional activities as to create a better impact on the minds of customer. No
company can survive for the long run with out having proper resource so company have to focus
on funds in order to meet the organisational objectives. Beside this, there are different functions
of marketing which needs to funded timely as to expand and explore the business to the larger
audience.
Marketing and operational: Timely services have become essential for the company
due to tuff competition present in the modern marketing business. To provide effective services
operation department plays and crucial role as the manage the product quality and timely
delivery for the company. In the context of Unilever, they deals mostly in fasting moving
consumable items so it become essential for the firm to facilitate user on timely manner. The
marketing as well as operation department have to communicate constantly in order to maintain
demand and supply present in the market. The marketing team provide all the information
regarding the requirement of product and the operation department make product for the timely
delivery to final users.
TASK2
P3. Comparison of ways in which different organisation apply the marketing mix to the planning
process of marketing.
7P's of Marketing
Basis Unilever Nestle
Product It is defined as an item or a
good that is offered in market
in order to fulfils needs of
customer prevailing at
marketplace. It offers more
than 400 brands globally. The
products of Unilever is
Rexona, Roma, Sun silk,
Knorr, Lux, Axe, Magnum and
many more.
It was established in year 1905
as a FMCG company. Nestle
offer chocolate as well as milk
products in market. The
popular product which is
provided by Nestle is Maggie
as the majority of profit is earn
by the company through this
product.

Place The higher authorities of
Unilever adopts distribution
strategy in order to offer its
products in all over the world.
It has a range of distribution
network which involves retail
& direct outlets. In addition to
this, the company provide its
goods in more than 190
countries and thus covers a
wide area globally.
The company has strong sales
network as a distribution
channel. It offers high discount
in market in order to attract
large number of people
towards their brand. Nestle
offer its product in more than
180 countries which shows it
has a high market presence.
Moreover, it also offer it
products via online channels as
it partnered with many online
partners so that they can
enhance their customer base
and increases profitability
level.
Price The company follows
penetration pricing strategy
that is offering high quality
product at lower rates in
market. It also uses
competitive pricing strategy so
they can compete with other
FMCG market. It has a broad
range of goods that is ranging
from high price to low price.
The main purpose of the firm
is to provide better service at
low pricing policies which help
in achieving desire aims and
objectives of the firm in the
detail manner. Although in
some segment company charge
high price as they have
monopoly for there goods and
services.
Physical Evidences The company sell its good The staff and top level

with a unique colour
packaging which is easy for
customers to identify. It has
online website which is user
friendly & allow customers to
easily view their products and
gain knowledge about it. In
addition to this, its product is
kept on special shelves in
stores that contains unique
design as well as colour.
management have the physical
presence in the company.
Further the store and
manufacturing plants at
different location is the
example of physical evidence.
Furthermore the company have
online presence which consider
as the physical presences for
the company.
Promotions Unilever is considered as one
of the biggest company that
spent huge amount on
marketing as well as on
advertising. It uses digital
media and social media
applications such as YouTube,
LinkedIn, Facebook in order to
aware more number of
customers. Celebrity
endorsement is also the
another way that company
uses in order to promote its
product within the market.
Moreover, the company
conduct marketing and
advertising campaign so that
they can enhance their level of
sales as well as profitability.
Nestle mainly focus on focus
on promoting their product on
television as to capture large
market share effectively. There
are other method through
which company use such
promotional activities which
are social media is widely used
to promote their product and
service to larger audience in a
well define manner.

People The success key of company is
its talented and effective
manpower. Unilever provide
training sessions to employees
so that they can give best
service and deal easily with
customers. It has people that is
working under customer
service department, sales
department, retail stores and so
on.
The main objective of the
company is earn profit and this
objective is fulfilled by the
people or customer. In order to
expand as well as explore the
business firm have to take
effective measure to provide
better service to consumer as
this create liability of the firm
in the well define manner.
Process The higher authorities of
Unilever ensures that
inventory is available in retail
stores. Along with this, it has
installed system that help
retailers to notify company
when inventory level is
low(Kostelij and Alsem 2020).
It has online delivery process,
the orders is received by
computer system and
according to it products is
delivered to customers.
In the Nestle employees
mainly follow the instruction
regarding the sales and
productivity given by the upper
level management. Hence all
the new policies and decision
are taken by the top level
management.
TASK4
P4. Marketing plan for Unilever
Marketing plan is the written document which describe the different outlines in order to
meet business objectives effectively. This help company in establishing the mission as well as
objective as per the given time frame. For the organisation like Unilever manager is responsible

for making effective plan for sustainability. Unilever is coming up with product which is an diet
chocolate for those who are heath conscious. Here is the following marketing plan which is
essential for the firm to achieve greater success in market.
Company overview: The present report is done on Unilever which is an British and
Dutch company which provide energy drink, ice cream and beverage products to the user. As to
compete in the market firm is going to launch the new product in the market which diet
chocolate as to target those audience who are health conscious.
Mission: The mission statement of the Unilever they make those products which are
better and fulfils the needs together”.
Vision: Vision of the firm is to capture large market share and provide high product and
quality service to consumer. The main purpose of the firm is to create new and better
opportunities for consumer as to create larger market share in the well define manner.
Objectives: The main objective of the firm is to increase the sales and profit by 10% in
coming year.
SWOT:
Strength Weaknesses
 Unilever main strength is there product
and service which are made by high
quality raw material.
 It is one of the leading FMCG brand in
the world which tend to draw the
attention of the larger customer.
 There major strength of the company is
that they have wide variety of products
which leads to create a larger customer
bases for the company.
 The main weak point of the company is
that they have less supply chain and
distribution network which allow firm
to slow down the sales and profitability
of the company.
 As there are different kinds of product
and service offered by the company
which create confusion for the
consumer who are dealing in the
company.
Opportunities Threat
 The opportunities for the company to
capture large market share by
 The major threat for the company are
the rivals present in the marketplace.

expanding there business at
international platform.
 Apart from this, company can make
their online business website which
develop an effective platform for the
company to create image effectively.
 Along with this firm can develop
partnership with the competitors in
order to reduce competition.
As it slow down the earning and
profitability of the company.
 Another threat for the company is
Brexit which is aim to slow down the
business and sales for the company. So
in this case government have to make
all the rules and regulation in the favour
of industry to expand the business.
STP of Unilever:
Segmentation: This is concerned about dividing product and services on the basis of
different segments. It is done as to capture large market share is done on the basis of
Demographic and behavioural aspect of the customer (Mankiw, 2020). As these provide ease to
Unilever to adjust the marketing programmes as to recognise the difference among the customer
effectively. The segmentation aids in improved branding and increased sales for longer time
period.
Targeting: A target market is the group of customer towards which business has decided
to aim its marketing efforts and ultimately it help in increasing sales. The Unilever have develop
the product which diet chocolate who loves these product. The are larger number of people who
consume such kind of product so this is essential for the firm to increase the sales for the
company.
Positioning: This refers to customer perception regarding the product and service. In
some markets, a position is achieved by associating the benefits of a brand with the wants or life
style of the segments . The current positioning of the firm is high where the product and service
are provided to consumer are of better quality. In order to gain competitive market firm have to
more concerned about the needs and wants of customer and make sure to fulfil the requirement
for better positioning.
Budget: For the effective completion of plan there must be proper budget should be
made as to accomplishing desire aims and objectives effectively. Here is the proper explanation
of budget in detail manner:

Resources Budget
Advertisement 10000
Transportation 15000
Employee
Total
20000
45000
Monitoring: It is standard methodical collection and investigation of information to
track the improvement of programme achievement against planned targets and objectives. It
relates to keep a dilatory check of project activities over a period of time. Each project needs
advanced proposals and objectives. Observance system should work out to keep watch on all the
activities, including finances as this help to accomplish desire aims and objectives in the well
define manner.
CONCLUSION
From the above stated report this has been concluded that marketing is essential for the
company to promote their product in a well define manner. It is essential for the firm to have
effective strategies as this help business to expand and grow rapidly in the market. Along with
this marketing manager have responsibility to promote the product and service which help
organisation to capture large market share. Apart from this, the inter relation among the
department is vital for proper functioning. The 7P's of marketing has explained in detailed by
comparing two different companies and the manner in which business objectives can be fulfilled