Topics: Marketing, Marketing plan, Unilever Pages: 20 (4263 words) Published: January 1, 2013

I should thank our distinguished lecturer Ms.Inoka Gunarathna who acts as a catalyst throughout this period showing her guidance. I also thankful to our beloved friends from our batch for their immense pillars of support extended to me in completion of this venture. At last I would like to take this opportunity to thank our friends, batch mates, senior students, library assistants, and the lab assistants for the support which they all provided making this project a success.

Table of Contents
Table of Contents3
1.0 Introduction5
2.0 Introduction and history of the company6
2.1 Mission statement7
3.0 Nature of products8
3.1 Home care8
3.2 Personal care9
4.0 SWOT analysis of the unilever9
5.0 PESTEL Factors13
6.0 Two product option15
6.1 Introduction to the product15
6.2 Axe Touch description16
6.3 Axe Touch ingredients16
7.0 Marketing objectives16
7.1 Finance objective17
8.0 Marketing research18
8.1 PLC of the selected product18
9.0 STP Analysis20
9.1 Segmentation21
9.2 Target market22
9.3 Positioning23
9.4 Competitor Analysis24
10.2 Brand26
10.2.1 Feature & Quality27
10.2.2 USP (unit sale production)27
10.2.3 Product differentiation27
10.2.4 Packaging27
10.2.5 Labeling28
10.3 Price28
10.4 Place28
10.5 Promotion Issues28
10.5.1 Line Extend29
10.5.2 Media plan for year30
11.0 Budget30
11.1 Action plan31
12.0 Control and evaluation31
13.0 Conclusion33
14.0 Reference34

1.0 Introduction
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services. Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.


2.0 Introduction and history of the company

Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier, and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive. The company is widely listed on the world's stock exchanges. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser and Henkel. Unilever was created in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarines and soaps and could be imported more...
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