Unit 4 Marketing principle Unilever PLC case

London School of Business & Management

BTEC Level 4- HND in Business

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Unit No & Unit Title

Unit 4, Marketing Principles

Course Title

HND in Business

Assignment Title & Type

Understanding marketing principles: Unilever PLC Case study

Assignment No


Date Set

w/c 06-10-2015

Due Date


Semester / Academic Year


Unit  Outcomes Covered:

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1. Understand the concept and process of marketing

2. Be able to use the concepts of segmentation, targeting and positioning

3. Understand the individual elements of the extended marketing mix

4. Be able to use the marketing mix in different contexts.


Outcomes/ Grade













Outcomes/ Grade










Signature: ______________
Date: ___/___/___

Scenario1 for the Task 1 & 2
Format: MS word Individual essay

Due date : 09-01-2015

Scenario 1: Unilever PLC (UL)

Unilever PLC (PLC), incorporated on June 21, 1894, is a supplier of fast moving consumer goods. The two parent companies, Unilever N.V. (NV) and PLC, together with their group companies, operate as the Unilever Group (Unilever). Its products are grouped into four principal areas: Personal Care, Home Care, Foods and Refreshment. It operates in three regions: Asia, Africa and Central and

Eastern Europe, the Americas and Western Europe. The Company’s four product areas are: personal care, which includes sales of skincare and haircare products, deodorants and oral care products, foods, which includes sales of soups, bouillons, sauces, snacks, mayonnaise, salad dressings, margarines and spreads, refreshment, which includes sales of ice cream, tea-based beverages, weight-management products and nutritionally enhanced staples sold in developing markets and home care, which includes sales of home care products, such as laundry tablets, powders and liquids, soap bars and a range of cleaning products. In July 2014, the Company sold its Slim-Fast brand to Kainos Capital.

The Company's products are sold over 190 countries worldwide. The Company’s food products include soups, bouillons, sauces, snacks, mayonnaise, salad dressings, margarines and spreads, and cooking products such as liquid margarines. Its refreshment products include ice cream, tea-based beverages, weight-management products, and nutritionally enhanced staples sold in developing markets. Its home care products include laundry tablets, powders and liquids, soap bars and a range of cleaning products. Its personal Care products include skin care and hair care products, deodorants and oral care products.

The Company's food brands include Becel, Flora, Bertolli, Blue Band, Rama, Heartbrand, Hellmann's Amora, Knorr, Lipton and Slim-Fast. Its Home care brands include CIF, Comfort, Domestos, OMO, Radiant, Sunlight, Surf. Its personal care products include AXE, Brylcream, Dove, Fissan, Lifebuoy, Lux, Ponds, Radox, Rexona, Signal and Close up, Simple, ST IVES, Sunsilk, Tresemme, Vaseline and VO5 (Reuters,2014; Unilever,2014)


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Task 1: In this section, the students are required to address the following questions with examples from ANY 1 brand selected from UNILEVER PLC (UL).

1.      By using a reputable source, define marketing. You can use definitions of marketing given by CIM or AMA or Kotler and explain how these are applicable to a brand of

2.      Briefly explain the various elements of the marketing process applicable for UNILEVER PLC,

To explain this question you can conduct a brief Situation Analysis (SWOT) and explain how the Marketing Strategy is applicable to your selected brand from Unilever PLC


3.      Marketing concept is a business philosophy; whereas the term market orientation refers to the actual implementation of the marketing concept. Explain how your selected brand is using the marketing concept in their marketing activities (AC1.1)

4.      For any brand "customer satisfaction" play a key role in marketing activities. To improve the cost/benefits ratio and customer satisfaction Unilever (the organization which produces your brand) spent significantly in terms of e.g. time, money, man power...

a.      Identify and briefly explain the possible costs and benefits for your selected brand for pursuing a marketing orientation culture (AC1.2)

Task 1 covers assessment criteria 1.1 & 1.2

Task 2: In this task, the students are required to address the following WITH EXAMPLES from the selected brand:

1.      Provide a general description of macro and micro marketing environments. Then select two micro and two macro factors and discuss how these affect the marketing decisions of your selected brand.(AC2.1)

2.      Identify and explain the segmentation criteria selected by your brand and provide examples to clarify your answer, e.g. Geographic segmentation, Demographic segmentation ...) (AC2.2)

3.      What is the targeting strategy used by your brand?, e.g. undifferentiated targeting, differentiated targeting. (AC2.3)

4.      The research and development departments of Unilever marketing study consumer behaviour extensively. They investigate a wide range of factors that impact on consumer behaviour such as music, marketing, lighting and advertising. This is not surprising, considering the fact that we live in a consumption-driven culture. We will focus on the basic constructs accepted today in the study of buying behaviour.

a.       Demonstrate how buyer behaviour affects marketing activities in different buying situations of your products. Give examples to illustrate your answer (AC2.4)

5.      Explain how your products are positioned in the market, and provide examples to elaborate on the answer (AC2.5)
Task 2 covers assessment criteria 2.1, 2.2, 2.3, 2.4 & 2.5
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Scenario 2 for Task 3 (Part 2)
Format: MS Word individual report

Due date: 09-01-2015

Global & Regional Development Centres and new product development.

Development is carried out at 31 Global Development Centres and over 90 Regional Development Centres. Here we take the breakthrough technologies from research and optimise them for launch. This includes activities such as: perfecting a formulation so that it is aesthetically pleasing and stable when stored; developing packaging that suits the product format, delights the consumer and minimises environmental impact; and ensuring the product is ready for large scale factory production. Other specialists develop fragrances, explore nutritional content and test products with consumers to ensure they live up to performance promises.

Assume you are involved in a new product development project, organized by Unilever, which will lead your newly created brand to enter a foreign market (Unilever,2014).

Eg: The Lynx brand (Figure 1) has established itself as the world's top male grooming brand by coming up with a constant stream of new ideas to attract consumers. Each year, for example, Lynx launches a new deodorant fragrance. The brand has also ventured into a number of new areas, including shower and hair gels. Award-winning ads and marketing are equally adventurous. First launched in France in 1983, it now holds the number one position in several European and Latin American markets, plus has an increasingly powerful presence in Asia and the US, where it was launched in 2003 (Chopdat and Leech,2011).

Create a Marketing report to cover the following questions.

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Task 3: In this task, the students are required to prepare a report to address the following:

1.      In the second part of this report you will describe a new product range that could be developed for a foreign market. You must explain your product/product range feature, advantages and benefits to market your product in your selected market. The product idea/name must be generated by yourself (AC3.1)

2.       Now you have to plan a marketing mix for two different segments in consumer markets in your newly selected market (i.e.: Children under 16, Young female college students, Business executives working for a large corporation, Individuals Interested in Sports etc. (AC4.1)

3.      Identify various distribution strategies that you product could use. What is your view on the distribution strategy adopted for your newly developed product? (AC3.2)

4.      Explain how prices are set to reflect an organisation’s objectives and market conditions in a newly selected market. Recommend a specific pricing strategy for new product which will reflect the different market conditions (AC3.3)

5.      Illustrate how you can arrange promotional activities to achieve marketing objectives. Give examples of promotional activities that you can plan to increase your awareness and image. Recommend an integrated promotional strategy by combining some of the promotional mix elements such as advertising, direct marketing, personal selling, sales promotion, public relations, and word-of-mouth (AC3.4)

6.      Analyse how the additional elements of the extended marketing mix (i.e. people, process and physical evidence) can be used by Unilever PLC (UL) to enhance customer experience and improve customer service (AC3.5)

7.      Describe the differences in marketing products to businesses (B2B) rather than consumers (B2C). Explain how your new product could conduct its business to business marketing. You need to provide examples to illustrate your answers (AC4.2)

8.      Define “service” and discuss the characteristics of service. Do you think your product can use the service element in Marketing? If 'yes', explain how it can incorporate the service element in Marketing (AC4.2)

9.      Show how and why international marketing differs from domestic marketing. Explain how your new product continues to hold its position in international markets with examples of international marketing strategies (AC4.3)

Task 3 covers assessment criteria 3.1, 3.2 , 3.3, 3.4 ,3.5, ,4.1,4.2 & 4.3

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Grading Criteria (Pass, Merit, Distinction)
Learning Outcomes and assessment criteria (Pass criteria)

Learning outcomes
Assessment criteria

The learner will:
The learner can:

LO1  Understand  the concept  and  process of
1.1 explain the various elements of the

marketing process

1.2 evaluate the benefits and costs of a

marketing orientation for a selected


LO2 Be able to use the concepts
2.1 show macro and micro environmental

of segmentation, targeting
factors which influence marketing decisions

and positioning
2.2 propose segmentation criteria to be used for

products in different markets

2.3 choose a targeting strategy for a selected


2.4 demonstrate how buyer behaviour affects

marketing activities in different buying


2.5 propose new positioning for a selected


Learning outcomes

Assessment criteria for pass
On successful completion of this unit a learner


The learner can:
LO3: Understand the individual elements of the

3.1 explain how products are developed to sustain
extended marketing mix

competitive advantage

3.2 explain how distribution is arranged to provide

customer convenience

3.3 explain how prices are set to reflect an

organisation’s objectives and market conditions

3.4 illustrate how promotional activity is integrated

to achieve marketing objectives

3.5  analyse  the  additional  elements  of  the

extended marketing mix
LO4: Be able to use the marketing mix in

4.1  plan  marketing  mixes  for  two  different
different contexts

segments in consumer markets

4.2 illustrate differences in marketing products and

services to businesses rather than consumers

4.3 show how and why international marketing

differs from domestic marketing.

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Grade Descriptors for MERIT
Possible evidence
M1 Identify and apply strategies to find
The student has made effective judgments and
appropriate solutions
provided some evidence of understanding relating

to the concept and process of marketing

M2 Select / design appropriate
A range of sources of information has been used
methods / techniques
and justified.
M3 Present and communicate appropriate
The appropriate structure and approach has been

Coherent, logical development of

principles/concepts for the intended audience

A range of methods of presentation have been

used and technical language has been accurately

used Communication has taken place with correct

contextual emphasis and appropriate media have

been used

Must provide attempt of Harvard style referencing

in the report.

Grade Descriptors for DISTINCTION
Possible evidence
D1 Use critical reflection to evaluate own work
Conclusions have been arrived at through synthesis
and justify valid conclusions
of ideas, and have been justified.

The validity of results has been evaluated using

defined criteria.

Realistic improvements have been proposed

against defined characteristics for success.

D2 Take responsibility for managing and
Independence  has  been  demonstrated  &  the
organising activities
importance   of   interdependence   has   been

recognized and achieved.

The systematic approach to research project has

been demonstrated using models and theoretical


The Harvard Referencing System has been used

correctly throughout.
D3 Demonstrate convergent / lateral / creative
Ideas have been generated and problems have
been solved. Innovation and creative thought have

been applied in the report especially in (AC3.1)


Self-evaluation of the given answers/

recommendations has taken place

Demonstration of  innovation and creative thought

while answering the questions

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