Digital Marketing Plan for Unilever: SOSTAC, Tactics, and Actions

This report provides a comprehensive analysis of Unilever's digital marketing strategy, employing the SOSTAC framework to assess their current online presence and to develop a strategic plan for enhancing their digital marketing efforts, particularly for a new line of organic products. The analysis includes a situational assessment using SWOT, followed by the establishment of objectives, tactics, actions, and controls. The report details segmentation, targeting, and positioning (STP) strategies to identify and reach the most profitable customer segments. The marketing mix (7Ps) is utilized to define the product offerings, pricing strategies, placement, promotion, people, processes, and physical evidence necessary for successful market penetration. A budget allocation is proposed to support the marketing activities. The action plan outlines specific steps to achieve the set objectives, including increasing market share, maximizing profit, and boosting sales. The report also includes a personal blog reflecting on the learning experience and the application of marketing concepts.

Digital Marketing
Project

EXECUTIVE SUMMARY
Digital marketing strategy refers to a collection of different planned actions that helps
company to performed their business in online platforms in order to meet their specific
organisational goals more effectively. This makes company to analyse the most suitable and
profitable online channels that helps in increasing the revenue of the company as well as improve
relationship with their customers. For the following report, chosen company is Unilever for
which digital marketing strategy is developed by analysing their situation, objectives, tactics,
actions, and controls.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically assessing the company's current online presence (situational analysis) with the help
of SOSTAC Framework.........................................................................................................3
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls................................................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
PART 2 .........................................................................................................................................12
INTRODUCTION.........................................................................................................................12
MAIN BODY.................................................................................................................................12
Marketing Plan.....................................................................................................................12
Content Calender..................................................................................................................13
Discussion of SEO and keyword techniques........................................................................13
Data Analysis and discussion in relation to marketing plan and activities carried out........15
Reflection.............................................................................................................................16
Personal Blog........................................................................................................................17
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25
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PART 1
INTRODUCTION
Digital marketing strategy refers to a method that makes company to make their focus on
using digital technologies in order to market their products or services in all over the world.
Different types of digital campaign are present that help company to market their products and
services worldwide effectively (Peter and Dalla Vecchia, 2021)
. In the following report, selected company is Unilever which is an international company of UK
and provides consumer goods to their potential customers worldwide. The founders of the
company are Lever Brothers and Margarine Unie and founded on 2 September 1929 and its
headquarters is in London, England. The report describes the SOSTAC framework for analysing
company's current online presence. It further analyses the digital marketing strategy for the
company which includes its objectives, tactics, actions and controls.
MAIN BODY
Critically assessing the company's current online presence (situational analysis) with the help of
SOSTAC Framework
Summary-
SOSTAC Framework refers to the marketing model that help company to create an easy
that helps in creating an easy way for setting clear and concise goals in order to market their
products and services in digital platform effectively. Unilever is one of the largest company of
UK which operates their business in almost 190 countries and owns around 400 brands in all
over the world. Its products are divided into three categories that are Home care, food and
refreshment as well as personal care (Napolitano, 2021). The consumer goods of Unilever are
used by the consumer in their daily lives. The company provides diversified range of the
products that help company and it was also a biggest spender on media and marketing in all over
the world. The changing in digital technology does not affects Unilever because it is succeeding
in making their customer engaged with their social media platforms. Situational analyses refer to
the first step of SOSTAC framework that described the current position of the company. Its
situational analysis is described with the help of SWOT analysis:
Strengths
 Around in 190 countries Unilever
Weaknesses
 The products of the company are
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operates its business that makes
company to attract more and more
consumers with their global presence.
 Unilever place its image in top of the
mind of their customers that makes
customers to prefer them first.
 The company has deep brand portfolio
along with heterogeneous consumer
goods range (Kitchin and Bustard,
2017).
 The price of their products are flexible
in nature which match the willingness
of their potential customers in order to
meet it.
imitable in nature which affects its
continuous operations.
 Because of limited diversification in
their business its product mix is poor.
 Easy availability of substitutes as well
as low switching prices affects
company are one of the most effective
weakness of the company that affects
its operations.
 The company is huge depend on
customers which also affects them to
make competitive position in the
market.
Opportunities
 In increase of development in the
economy which helps in increasing the
living standard of the people which also
creates opportunity for the Unilever in
order to enhance its sales.
 By the growing of health conscious
products in the market creates
opportunities for the company to attract
more and more customers for their
healthy products.
 Development of digital technology and
social media campaign creates
opportunities for the company to
enhance their market growth more
effectively.
Threats
 The business of Unilever highly
depends on retailers and they are
making their own private label brands
which creates biggest threats for the
company (Bustard and Kitchin, 2021).
 It strongest competitors in the market
makes difficult for the Unilever to
sustain in the market because they are
focus on making continuous launch of
new products along with competitive
prices.
 Most challenging threats for the
company is product imitation because
affects company in order to maintain
their competitive position in the market.
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 The millennial generation are
increasing rapidly which also creates
opportunity for the company to make
their faster growth and higher profit.
 Increasing in the popularity of
Ayurveda products in all over the world
creates threats for the company to
engaged customers for long time in the
company.
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls.
In order to create digital marketing strategy for the company, it is important for its
management to analyse their objectives, tactics, actions and controls in order to achieve their
goals in effective manner (Chaffey and Smith, 2017). Objective describes what company want to
be in tits future whereas tactics describes the things which is needed to achieve their goals,
actions describes certain steps in order to achieve their objectives as well as control describes
how a company measure their performance in order to achieve their goals. In respect of Unilever,
for developing its digital marketing strategy for its more variety of organic products, its
objectives, tactics, actions and controls are described below:
Objectives:
The objectives of Unilever for making its digital marketing strategy are:
 To increase its market, share by 5% in next 12 Months.
 To earn maximum 50% of profit in upcoming 7 months.
 To increase the sales with 50% in next 15 Months.
Segmentation, Targeting and Positioning
The Unilever want introduce new products in market in order to achieve their objectives
as well as develop their digital marketing strategy more effective (Brands, 2017). The company
makes different varieties of organic products for their customers in order to attract more health
conscious customers for their products in all over the world. In order to analyse the target
customers for Unilever's more variety of organic products, STP analysis used which analyse its
segmentation, targeting and positioning are described below:
Segmentation- It divides the customers in different group or segments on the basis of
their common traits and interest. The segment for its more variety of organic products is the
combination of geographic and psycho-graphic segmentation where the company is focus on
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providing various organic products that match the interest or taste of the person in different
countries.
Targeting- This makes company to find the most effective and profitable target
customers from their selected segments. The most profitable target customers for the different
variety of organic products of Unilever in more health conscious people in different countries.
This will help in developing the market strategy for attracting the target customers for their
different varieties of organic products.
Positioning- This makes company to do something different from their competitors in
order to make their products and service in an effective position in the market (Sharma and
Bumb, 2021). The Unilever is focus on position itself in the market by providing healthy and
organic products to their target customers. Digital marketing strategy help them to make
effective position in the market.
Tactics-
In order to analyse the tactics for more varieties of organic products of Unilever, marketing mix
is used in order to help them to market their products more effectively in all over the world.
Marketing Mix-
It refers to a marketing tools that help company to market their products more effectively
in the market in order to attract more and more customers towards it. It describes 7Ps that help
company to market their products in more efficient manner.
 Product- It refers to the offerings that a company want to sell their potential customers in
order to earn more and more profit (Smith and Zook, 2019). In case of Unilever, in order
to make digital marketing strategy for their products are different variety of Organic
products such as shampoo, drinks, etc.
 Price- The price refers to the cost that a company want to charge in the exchange of their
products from their target customers. As the products of Unilever are consumer goods
and want to provide the more variety in organic products, this makes company to charge
reasonable price from their customers in order to attract as well as engage them
effectively.
 Place- This refers to the area where a company want to market their products as well as
attract more and more customers. As the Unilever has presence in 190 countries in all
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over the world this makes digital marketer to develop its digital marketing strategy
effective in order to attract more and more customers for their products.
 Promotion- This describes the strategy that a company used in order to promote their
products and service in the market. As the Unilever is focus on Digital campaign and
social media campaign in order to promote more and more products more effectively.
 People- This describes the person that help company to deliver most effective product or
service to their customers. In Unilever, its labours are highly skilled and experienced that
helps in producing high quality organic products in order to make them satisfy.
 Process- This refers to stages in order to makes raw material into a final product. The
production process of Unilever is very that help in producing the high quality products to
their customers (Rowles and Brown, 2017). The organic products of the company are
manufacture in a very hygienic and safe process in order to provide healthy service to
their customers.
 Physical evidence- This refers to things that help in making the physical presence of the
company in the market. The stores and shops of Unilever in all over the country are its
physical evidence that helps in attracting the customers for its more varieties of Organic
products in the market.
Budget allocation-
In order to develop digital marketing strategy for the different varieties of organic
products of Unilever, the budget is required in order to accomplish it effectively (Matidza, Ping
and Nyasulu, 2020). The budget is mentioned below:
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print Media 7000
Total 148000
Action Plan-
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The actions required to meet the objectives of the Unilever by using digital marketing
strategy for their different varieties of Organic products are described below:
Objectives Strategy Tactics Control and
measure
Time period
To increase its
market share by
5%
In order to
achieve this
Unilever need to
provide their
products in lowest
price from their
competitors.
By providing
various of
discount offers in
their consumer
goods company
can increase its
market share.
The company
measure its
performance by
analysing
repetition of
customers within
a certain period of
time.
12 Months
To earn
maximum 50%
of profit
By providing
more varieties to
their customers it
can help company
to attract more
and more
customers which
helps them to
earn more profit.
The company can
use digital
platforms or
social media
platforms in order
to attract
customers from
all over the world.
The performance
of the company
can be measured
by analysing their
social media sites.
7 months
To increase the
sales with 50%
In order to
increase its sales
can offer its more
varieties of
products in
reasonable price
in order to attract
more customers
as well as
The company can
provides more
attractive offers to
the customers in
their different
varieties in helps
them to increase
their sales more
effectively.
The performance
is measure by
analysing number
of offer provided
to their customers
(Azeredo, Reis
and Pinto, 2020).
15 Months
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engaged them for
long term.
Controlling and Monitoring
The controlling and monitoring refers to the process that makes company to review the
status of their task in order to ensure that it work works within a set time, scope and budget
(Pasha, 2018). In context of Unilever, its is important for the company to measure the
performance of their digital marketing strategy in order to make them effective for their future
purpose. There are various of tools available in the market that help company in order to measure
the performance of their digital marketing campaign. In order to measure its digital marketing
performance for their different varieties of Organic Products are described below:
Google Analytics – This refers to the most usable tools that helps in monitoring the
performance of any web analytics on the internet. This help management of Unilever to measure
the performance of their digital marketing for their different varieties of organic products. They
monitor the performance on the basis of bounce rates, page views, visitor’s acquisitions,
conversions, etc. on their digital marketing campaign.
Hoot suite- This is an another tool that help company to manage and monitor the
performance of their multiple social media channels with in a one place (Mone and London,
2018). This help Unilever to measure the performance of their social media channels by
analysing their real time analytics which includes followers, engagement, mentions, number of
clicks of in their links. This will help company to measure the digital marketing performance for
their different varieties of organic products in all over the world.
Sales-Force- This refers to a cloud based software of customer relationship management
that help company to measure their performance in digital marketing campaign. This will collect
the all the data related to their customers such as social media accounts, activity history,
conversation with their customer care, deals they interact with in order to forecast their sales
activity.
CONCLUSION
From the above mentioned report, it is concluded that digital marketing strategy help
company to analyse the best method that help them to market their product and service in digital
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platforms in order to attract customers from all over the world. SOSTAC Framework is a most
useful method for that helps them define their objectives what they want to become in their
future, what are things needed in order to achieve this objectives, what are action needed in order
to accomplish it as well as how to measure the performance or control it effectively. STP
analysis help company to analyse market segmentation and target customers for their products
and services. Product, price, place, promotion, people, process and physical evidence are 7Ps of
marketing mix that help company to market their products and services effectively. Google
analytics, hoot suite and sales force are some tools that help company to control and measure
their performance in their digital platform more effectively.
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