marketing planning ppt,a1,zml-kkkw-new corrected

8/11/2019 Marketing Planning Ppt,A1,ZML-kkkw-new Corrected

1/17

Done by: Zin Min Lwin

Tr: Kyaw Ko Ko Win

UNIT TITLE Marketing Planning

ASSIGNMENT

TITLE

Unilever Marketing Audit

ASSIGNMENT NO 1 of 2


2/17

Intro to Unilever

With 400 brands spanning 14 categories of home,

personal care and foods products, no other companytouches so many people's lives in so many differentways.

Unilevers brand portfolio has made us leaders in everyfield in which we work. It ranges from much-loved

world favorites including Lipton, Knorr, Dove and Omo,to trusted local brands such as Promise and Suave.

HeadquartersRotterdam, Netherlands

Unilever House, London, UKFounded 1929 (by merger)
http://en.wikipedia.org/wiki/Rotterdamhttp://en.wikipedia.org/wiki/Unilever_Househttp://en.wikipedia.org/wiki/Unilever_Househttp://en.wikipedia.org/wiki/Rotterdam


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Unilever, the Anglo-Dutch global consumergoods company, will open its first factory in

Myanmar


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Marketing Plan

A good Marketing Plan details what you want to accomplish

and helps you meet your objectives.

A Marketing Plan should:

Explain (from an internal perspective) the impact and

results of past marketing decisions.

Explain the external market in which the business is

competing.

Set goals and provide direction for future marketing

efforts.

Set clear, realistic, and measurable targets.

Include deadlines for meeting those targets.

Provide a budget for all marketing activities.

Specify accountability and measures for all activities.


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Changing perspective

The production concept: achieving high production efficiency,low cost and mass

distribution they assume that consumers are primary interested in product availability

and low prices. The product concept :products that offer the most quality, performance, or innovative

features. Managers focusing, on this concept concentrate on making superior product

concentrate on making superior products and improving them over time.

The selling concept: The organization must undertake an aggressive selling and

promotion effort.

The marketing concept: the company being more effective than competitors in

creating, delivering and communicating customer value to its selected target

customers.

The societal marketing concept: determine the needs , wants and interest of target

market and to deliver the desired factions more effectively and efficiency than

competitors.


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Changing Perspective in Marketing,1.1


7/17

The importance of social media has change the way marketinghas been done before. Unilever should always be in touch withits customers through the use of social media, listening to

their feedbacks and reminding, keeping tabs to them.


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This is the changing perspective in doing market andthis shows that weaknesses have to be transformed toStrength and Threat have to be transformed to

Opportunities.


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Capability for planning its future marketingactivities,1.2

Organisational capability defined in terms of its corecompetence, synergistic effects, strengths, weaknessesand resources and behaviour. It represents a capacity ofan organisation to use its strengths to overcome itweaknesses and create an opportunities and face in its

external environment.Future planning for Unilever involves determining thecurrent and future needs of the market . Unilever shouldreview the organizations resources which can be groupedinto these categories

Financial capability

Technological capability

Brand Effect

Loyal Customers


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These categories explain here:

Financial capability: This is a massive Company with itsnet income 5.3 billion (2013). They can also lend moneyeasily from a bank since Unilever is a globally trustedbrand.

Technological capability: The great vast use of internet

has smoothen the whole operation process till order takingand feed back requiring processes.

Brand Effect: This famous and respected brand has abrand effect on the country Myanmar, inspiring and havingexcitement in the peoples mind.

Loyalty: Unilever needs to know its loyal customers andretailers and wholesalers in order to satisfy them at allcost.


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Techniques for organisational audit and analysisof external factors

A SWOT (strengths, weaknesses, opportunities andthreats) analysis looks at internal and external factorsthat can affect businesses. For example, we can use aSWOT analysis to help us decide if and how we

should:

Take advantage of a new business opportunity.

Respond to new trends.

Implement new technology. Deal with changes to our competitors' operations.


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PESTLE analysis, which is sometimes referred as PESTanalysis,is a concept in marketing principles. Moreover, thisconcept is used as a tool by companies to track the environmenttheyre operating in or are planning to launch a newproject/product/service etc.

PESTLEis a mnemonic which in its expanded form denotes P forPolitical, E for Economic, S for Social, T for Technological, L forLegal and E for Environmental. It gives a birds eye view of thewhole environment from many different angles that one wants tocheck and keep a track of while contemplating on a certain

idea/plan.

Technique to analyze the External Factors


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This is how Pest and Swot are linked


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Carry out External Analysis(Pestel),1.4 Political: The recent political changes in Myanmar has given

a great opportunities to foreign investment to help country

on the run. The democratization has bring a lot friendlierpolicy and favor greatly to foreign investment. E.g. Five yearsannual tax-free period for investors, lower land rental fees isa major fact and strong law protecting the investors fromother countries.

Economical: Myanmar has broken down its doors andopened-up dramatically. Most people are eyeing on the recentdramatic changes and exciting about the improvement ineconomical sector. The rate of inflation on currency has beenceased and the interest rates on having a loan and theexchange rates are very stable (1$ equivalent to 800kyat).Sadly, the average income of every Burmese people in thecountry is around 3$ a day. They sure have very littledisposable income.


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Social: The living standards of the Myanmar people arenot up to the standard. There are very few percentageof the people living in the metropolitan area. However,the hunger for the rise in living standards has given achance for luxury products also. Lifestyle changes arequite fast.

Technology: In terms of technology, I think that the

company is fully prepared for it has more than fiftyyears of experience. Better packaging, massproduction, and services to customer and better qualityproducts.

Legal: I am sure that the country is quite stable on

legal issues and Unilever should hire a decent locallegal officer to assist in doing business here inMyanmar.


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Carrying out the SWOT analysis,1.4This is the three chosen products

Cosmetics is the chosen product segment that I amgoing to perform SWOT analysis. Cosmetics sector hasbeen a very successful crowning products for Unilever


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Swot analysis

STRENTH Products are free from any toxic

or mercury content

Excellent advertising andbranding as Ponds is one of themost recognized brands

The packaging of Pondsproducts are eye-catching,suitable for its target market

Affordable to everyone

Weaknesses Most products have limited

packaging sizes, which may be

inconvenient for some consumers

Intense competition in thecosmetics industry frominternational brands like NIVEA

Opportunity Expansion of cosmetics

industry into semi-urban

and rural areas of thecountry Targeting audience from all

age groups

Threat High price for the products can

limit potential consumers Cosmetic Care still not a

market in rural parts of thecountry

Availability of cheaper productsfrom other brands in themarket

marketing planning ppt,a1,zml-kkkw-new corrected

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