Marketing Plan

Company Introduction

Unilever, a multinational firm founded in January 01, 1930 Its head offices is in United Kingdom and London. Michael Treschow and Lord Simon, the president and

chairman of the company are organizing it.

The company was formed by integrating British soap maker Lever brothers and Margarine Uni, brands.

Vision

WE WORK TO CREATE A BETTER FUTURE EVERY DAY. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference in the world. We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

Core values

Demonstrating a Passion for Winning We deliver what we promise. Wowing our Consumers & Customers We win the hearts and minds of our consumers and customers. Bringing out the Best in All of Us We are empowered leaders, who are inspired by new challenges and have a bias for action. Making a Better World We care about and actively contribute to the community in which we live.

Nature of the business

Company is doing business in the three dimension, they are producing the products including;

Food products

Personal care Products

Home care products

Key Food Products

Key Personal care Products

Key Home care Products

Unilever SWOT Analysis

Strengths

The Unilever brand is renowned as the world wide operating company. The company has strong relations and transactions with their retailers or vendors. The economical position of the company is very well organized and reached to the certain scale maintained by the business world. Portfolio of the brand is very well-built.

Unilever SWOT Analysis

Weaknesses

There is no direct association of the company with the customers that affects the sales of the brand. The company doesnt have the abilities to do more acquisitions which help in expanding business.

As the company is operating under leadership of more than one persons which sometimes disagrees with the views.

Unilever SWOT Analysis

Opportunities

By changing the approach of the customers, the company can get better results in the future. The requirements related to the products must be increased to enhance the commodities.

Unilever SWOT Analysis

Threats

Very tough competition is faced by the company because of the popularity of the brand The products related to stores must be increased to maintain the position of the company. The climate of the business is effecting the position of the company.

Who are competitors?

The top and worth mentioning competitors of the company includes;

Nestle Procter and gamble Reckitt Benckiser Group

Sales history

Target Market Segments

The target segment for the company is;

health and beauty conscious people including both male and female.

All over the world mostly in the developing countries

Marketing Objectives
The marketing objectives of the company include;

Marking up 10% profit rate each year in sustainable way by valuing the stakeholders and employees while maintaining the customers loyalty.

Increasing the sales percentage by increasing the manufacturing rate of core brands.

Introduction of adaptive products in local markets through

innovation in research and development.

Marketing strategies

1. Market Penetration
2. Market Development

3. Diversification Strategy
4. Brand development

Sales promotion

Advertising
Electronic media Published media

Selling
Direct selling

Personal selling
Order takers: Stalls

Sales Promotion is increased by 10%this year.

Sales promotion
Selling method General Trade (Kiryana stores, Medical and General Stores) Local modern trade (super stores such as Aghaz, Naheed, D-Mart) International Modern trade (Large houses such as Makro.Outdoor)

Profit and Loss Account Statement

Note: This statement is taken from the Unilever annual report of 2010 dec31.

Monitoring and Control

Customer Perspective Internal Perspective Financial Perspective Innovation and learning Perspective

Budget

The major part of the budget is being used up by the company in marketing programs and strategies. The total revenue owned by the company by 2010 was 44,262 million and the net income was 4,598 million.

Reference
Official website. 1. www.unilever.com/ Retrieved on August 10, 2011. 2. www.unileverpakistan.com.pk/ 3. www.marketingmixx.com/