Project

MARKETING PROJECTON

(MARKETING PLAN)

ORGANIZATION NAME:

UNILEVER

SUBMITTED TO:

Ma’am Qurat-ul-Ain

NATIONAL UNIVERSITY OF MODERN LANGUAGES, ISLAMABAD

CONTENTSAcknowledgement

Pg# 4

Vision statement

Pg# 5

Mission statement

Pg# 5

Introduction

Pg# 5

Company logo

Pg# 6

Main Strategies

Pg# 7

Wall’s Heart brand

Pg# 8

History of heart brand

Pg# 8

Fruttare Description

Pg# 9

Marketing Plan

Pg# 11

Marketing Implementation

Pg# 13

Marketing Control

Pg# 13

SWOT Analysis

Pg# 14

Competitor’s Analysis

Pg# 15

Customized Mission Statement

Pg# 16

Suggestions & Conclusion

Pg# 16

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.

Mission Statement

Our mission is to meet everyday needs for nutrition, home hygiene and personal care with

brands that help people feel good, look good and get more out of life.

Introduction

Unilever is multinational corporation which formed by Dutch and British companies joint

venture. Unilever owns 400 brands worldwide and runs operations in 100 countries. Unilever

employed 174,000 worldwide and had revenue 40.5 billion Euros in 2008.

Unilever is dual listed company consisting of Unilever NV in Netherland, and Unilever

PLC in UK. But both companies have same directors and effectively operate as a single business.

In the 1890 William Hesketh Lever, founder of Lever Brothers wrote down his idea for Sunlight

Soap, his revolutionary new product that helped popularise cleanliness and hygiene in Victorian

England.

COMPANY LOGO

Company changed its logo in 2004. Which represent the diversity of Unilever, Which

contains 25 signs and blue colour.

This shows company identity expresses the vitality at the heart of our brands, our

people, and our values. Each icon within our logo represents an aspect of our business, showing

that we add vitality in everything we do.

OLD LOGO

NEW LOGO

Main Strategies

1. Market Penetration

Market penetration strategy of the company runs along its extension more towards North America, Asia and Europe by extending its product line. The market augmentation could be done by stimulating the market with product innovation and thus market penetration.

2. Market Development

Unilever is extending the practicality of its market development strategy by stimulating the product innovation and research and development sector for the new product development. As the market development for any company becomes more integrated with the company’s expansion, acquisitions and partnerships, therefore Unilever is also focusing on all these respects.

3. Diversification Strategy

The company diversification strategy is being focused more preferably for the North America and the emerging economies of Asia including China. The company is presently serving worldwide with 100 countries and is on the way to add up 50 more countries in the queue.

4. Monitoring and Control

The monitoring and control by the company is successfully carried on through the balance control card method focusing separately on the following four perspectives;

Financial Perspective

Customer Perspective

Internal Perspective

Innovation and learning Perspective

Wall's Heartbrand

The Wall’s Heart brand stands for a good honest

scoop of pleasure. Its philosophy is to be an

evangelist of pleasure. “A day without pleasure is a

day lost.”

Wall's - Global Leader

Wall’s is sold in more than 40 countries making it the most widely available ice cream

worldwide. Unilever is the global leader of ice cream and frozen desserts manufacturing with

almost 18% of the global market share.

Adding Vitality to Life

With customers becoming more health conscious, Wall’s has also

taken a conscious step to providing healthier and nutritious products.

Wall’s innovation centre in UK is constantly working on making healthier

products by reducing the fat content in the products yet offering the same great taste. Wall’s is

striving to be a healthier choice for kids by lowering sugar content and introducing nutrient rich

offerings like Moo which has calcium equal to one glass of milk.

History of the Heartbrand

Unilever has been selling ice cream for decades, however the Heartbrand was launched

world wide in 1999. The Heartbrand logo is common to every country and has come to be

synonymous with quality treats. Wall’s operates under different names in different markets

(Wall's in the UK and most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil,

and Ola in the Netherlands).

Wall's Pakistan

Wall’s came to Pakistan in 1995 establishing the Wall’s factory on Multan

Road in Lahore. Fully equipped with state of the art machinery, the Wall’s

factory is a standard of hygiene and technology in the region and has

become synonymous with quality. Some of the most popular brands loved

by the masses are now linked to Wall’s; making an irresistible combination that few could

refuse.

Key facts about Wall’s Pakistan:

Wall’s is the market leader of the Pakistani Ice cream market.

All Wall’s products are made with Halal ingredients in a Halal compliant manner.

Fruttare

Fruttare’s mission is to inspire in people the freedom to indulge by providing both

pleasure and health through the natural goodness of fruit without the guilt of too many

calories.

Description

Fruttare is designed to be an authentic experience; made by fruit lovers, for fruit lovers.

It is made from natural ingredients, with no artificial colors or flavors. The colors of nature

come to life in flavors chosen for their vibrant appeal. Fruttare draws out the natural essence

inherent in its consumers, because it merges the best qualities of summer - a rich taste coupled

with a refreshingly cold touch.

With Fruttare we aim to bring a smile on people faces; genuine warmth delivered

through the joy of fruits. The essence of Fruttare is to live the true colors of life.

From our range

Strawberry

Mango

Red Grapes

Ingredients

Ice Confection, sugar, natural colour, stablizers, citric acid and natural flavor & Fruit

pulp.

MANAGING THE MARKETING EFFORT

1. MARKETING PLAN

A systematic process that asses marketing opportunities and resources, determining

marketing objectives and developing a thorough plan for implementation and control.

Marketing plan has following contents:

Executive Summary:

It contains table of contents to help the executives to find the main points of the plan

quickly.

Current Marketing Situation:

The market is growing gradually.

Threats and Opportunities:

Threats for fruttare are the other competitors like Omore, igloo and yummy but he

major threat is Omore. Other local ice cream sellers are also threat for Fruttare. This allows the

walls to develop various strategies to cope up with the situation. Opportunities for Fruttare are

to introduce more flavors and variety in their product.

OBJECTIVES AND ISSUES

It tells the marketing objectives which a business hopes to achieve and the key issues

which can affect its attainment.

Their main objective is to have a double-digit growth and resultant cash flows will be utilized in

improving the product quality and contents to enhance the value to customer and final users.

Lever Brothers Pakistan Limited has an objective to have a responsive supply chain and

technological based processes.

MARKETING STRATEGY

Outlines the broad marketing logic by which a business hopes to create customer value and

relationships and specifics of target markets, positioning and marketing expenditures level.

Target market:

Fruit lovers, ice cream lovers.

Age group: 10 +

Fruttare is trying to maintain a good customer satisfaction to retain their market share by

making sure they provide low calorie product to their customers.

ACTION PROGRAMS

Spells out how marketing strategies will be turned into specific action programs that

answer the following questions. What will be done? What will it be done? Who will do it? How

much will it cost?

BUDGETS

Detail a supporting marketing budget that is essentially a project profit and loss

statement. It shows expected revenues (forecasted number of units sold and the average net

price) and expected costs of production, distribution and marketing. The difference is the

projected profit expected cost of production, distribution, and marketing. The difference is the

project profit. Once approved by higher management, the budget becomes the basis for

materials buying, production scheduling, personnel planning, and marketing operations.

CONTROLS

Outlines the control that will be used to monitor progress and allow higher

management to review implementation results and spot productions that are not meeting their

goals. It includes measures of return on marketing environment. For walls Furttare controlling is

done through customer feedback, market share and social network pages.

2. MARKETING IMPLEMENTATION:

DEFINITION:

The process that turns the marketing strategies and plans into marketing actions in order to

accomplish strategic marketing objectives. It addresses the questions of who, where, when and

how. Managers have to make day to day decisions. Wall’s has to answer the following

questions:

WHO: who will they target?

WHERE: where will they launch the product?

WHEN: when will they launch the product?

HOW: how will they promote their product or satisfy their customers?

3. MARKETING CONTROL:

DEFINITION:

The process of measuring and evaluating the results of marketing strategies and plans it also

involves taking corrective actions to ensure that objectives are achieved. Marketing control

involves four steps:

Management first sets specific marketing goals.

Measure its performance in market place.

Evaluates differences between expected and actual performance.

Taking corrective actions.

Operating Control:

It involves checking ongoing performance against the annual plan and taking corrective

actions when necessary. Fruttare manages it by monitoring its sales, profits and other goals set

out in annual plan of Unilever Wall’s

Strategic Control:

It involves whether company’s basic strategies are well matched to its opportunities. By

applying this control Walls Fruttare makes sure that its plans are not outdated according to the

market place.

SWOT Analysis:

STRENGTH:

Low calorie attracts weight conscious people because it has less than 60 calories in each

product.

Made from real fruit juice.

Made from real fruit pulp.

0% Fat.

Wall’s is already established in market.

Also liked internationally.

Superior product performance vs competitors.

Ability to tailor products to customer demands.

WEAKNESSES:

Initially it was unable to capture the attention of the people because people said they didn’t

find fruit in it.

No family pack available.

Not many flavours available.

Not appealing as Walls Badami because it failed to attract a greater group of people.

OPPORTUNITIES:

Can introduce more variety.

Can extend its product to target children.

End-users respond to new ideas.

Enough space available for launching of nutritious products.

Can expand in rural market.

THREATS:

Biggest threat Omore ice creams.

Local ice cream sellers.

Vulnerable to reactive attack by major competitors.

Competitors' aggressive marketing.

Due to Political situation their top notch could migrate.

COMPETITOR’S ANALYSIS:

Competitor analysis begins with identifying present as well as

potential competitors. It portrays an essential appendage to conduct

an industry analysis. An industry analysis gives information regarding

probable sources of competition (including all the possible strategic

actions and reactions and effects on profitability for all the

organizations competing in the industry). However, a well-thought competitor analysis permits

an organization to concentrate on those organizations with which it will be in direct

competition, and it is especially important when an organization faces a few potential

competitors.

OMORE:

It is a biggest threat because it has established in the market.

Good Marketing strategy.

Have resources to launch challenging products to compete with.

Have good variety of products.

Market Share is growing.

LOCAL ICE CREAM SELLERS:

Can provide low price.

Attracts lower class people.

Sometimes the flavor attracts more than these branded ice creams like falooda.

Lacks serious potential to threat walls.

CUSTOMIZE MISSION STATEMENT:

Our mission is to satisfy all our customers in a best possible way in all the products we

deal in.

SUGGESTIONS:

More flavor should be introduce like Pineapple, Lychee and Kiwi Fruit.

More awareness should be created.

More product should be introduced which focus on low calories.