Qualification BTEC Higher National Diploma in Business

Level 05

Batch No 14

Module Name Marketing Processes and Planning

Module Number M2U2

Name of
Thameena Rukshana Kitchil
Candidate

Candidate No. 914032335

Submission Date 01 July 2023

Word Count 10717

 Assignment Cover Sheet

Qualification Unit number and title

BTEC HND in Business (Level 5) M2U2: Marketing Processes and Planning

Student name Module Tutor

Thameena Rukshana Kitchil G S Sylvester – FCIM, DipM, FSLIM, Chartered Marketer

Learning Outcomes Date issued Deadline Submitted on

LO 1 & LO 2 26 May 2023 01 July 2023 (before 10.00 a.m) 29 June 2023

Assignment title Individual Report: Role of Marketing and Marketing Mix

In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page
numbers where the evidence can be found for each criterion.

Criteria To achieve the criteria the evidence must show that the student Evidence
reference is able to: (Page no.)

Explain the concept of marketing and marketing operations

P1 3-12
including the different areas and role of marketing.
Explain how the marketing function relates to the wider
P2 13-17
organisational context.
Compare the ways in which different organisations apply the
P3 marketing mix to the marketing planning process to achieve 29-31
business objectives.
M1 Analyse the role of marketing in the context of the marketing 18-22
environment.
Analyse the significance of interrelationships between
M2 23-25
marketing and other functional units of an organisation.
Review strategies and tactical approaches applied by
M3 organisations to demonstrate how business objectives can 32-34
be achieved successfully.
Critically analyse the external and internal environment in
D1 26-28
which the marketing function operates.
Evaluate strategies and tactical approaches to the marketing
D2 35-36
mix in achieving overall business objectives.
Student declaration

I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.

Student signature: ThameenaKitchil Date: 29/06/2023

Table of contents
1.0 Introduction.............................................................................................................3
1.1 Organisational background.................................................................................3
2.0 Evolution of the Marketing Concepts.....................................................................4
3.0 Roles and Responsibilities of the marketing functions..........................................5
3.1 Promotion............................................................................................................6
3.2 Selling.................................................................................................................6
3.3 Distribution..........................................................................................................7
4.0 The structure and operations of marketing departments.......................................7
4.1 Structure of marketing departments...................................................................7
4.2 Operations of marketing departments................................................................8
5.0 The role of digital marketing...................................................................................8
5.1 Search engine marketing (SEM).........................................................................9
5.2 Pay-per-click marketing......................................................................................9
5.3 Social media marketing......................................................................................9
6.0 Understanding the marketplace...........................................................................10
7.0 Customer driven marketing strategies.................................................................10
7.1 Marketing segmentation, targeting, and positioning (STP)..............................10
7.1.1 Segmentation.............................................................................................11
7.1.2 Targeting.....................................................................................................11
7.1.3 Positioning..................................................................................................12
8.0 Future trends........................................................................................................12
9.0 Marketing with other departments and cross functional working.........................14
9.1 Marketing department and Human Resource (HR) department......................14
9.2 Marketing department and IT department........................................................14
9.3 Marketing department and Research and Development department..............14
10.0 Marketing related to the wider organisational context.......................................15
10.1 Corporate Social Responsibility activities.......................................................15
10.2 National awards..............................................................................................16
10.3 Partnerships and Sponsorships......................................................................17
11.0 Roles of marketing in context of the marketing environment.............................19
11.1 Internal environment.......................................................................................19
 11.2 External environment......................................................................................20
11.2.1 Microenvironment.....................................................................................20
11.2.2 Macroenvironment....................................................................................21
12.0 Analysing the significance of interrelationships between marketing and other
cross functional units..................................................................................................24
13.0 Critical analysis of the internal and external environment.................................27
14.0 Marketing mix analysis of different organisations..............................................30
15.0 Review of strategies and tactical approaches...................................................33
15.1 Product............................................................................................................33
15.2 Price................................................................................................................33
15.3 Place...............................................................................................................33
15.4 Promotion........................................................................................................34
15.5 People.............................................................................................................34
15.6 Process...........................................................................................................35
15.7 Physical evidence...........................................................................................35
16.0 Evaluation of strategies and tactical approaches in achieving overall business
objectives and recommendations...............................................................................36
17.0 Conclusion..........................................................................................................37
18.0 References.........................................................................................................38

Table 1 - Evolution of marketing concepts with examples…………………………….. 4

Table 2 - Factors that influence the internal environment of an organisation with
examples………………………………………………………………………………….. 19
Table - Stakeholders of the microenvironment of an organisation with
examples………………………………………………………………………………….. 20
Table 4 - PESTEL analysis of an organisation with examples………………………. 21
Table 5 - Marketing mix analysis or Unilever, Hemas, and Dreamron……………...
thirty

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1.0 Introduction
According to Silk (2006), marketing is defined as what an organisation must do to
produce and exchange value with customers. Moreover, the Charted Institute of
Marketing (2015) defines marketing as the top-level process responsible for
understanding, innovating, and satisfying customers’ requirements profitably.
Kenton (2023) states that fast-moving consumer goods (FMCG) are products that
sell rapidly with a relatively low cost. They are purchased frequently and priced low
since majority uses fast-moving consumer products daily. Srivastava (2022)
expresses that the FMCG market is quite an established market, and this industry
has proven themselves worthy of consumers’ purchasing and reliable choice. The
FMCG industry has many big-name brands. Some of them are Nestlé, Unilever,
PepsiCo, and Coca-Cola.
This report focuses on the wide range of products marketed by Unilever in Sri
Lanka. Firstly, this report will explain the marketing concepts and marketing
operations including the different areas and the role of marketing. Secondly, how the
marketing function relates to the wider organisational context will be discussed.
Next, the role of marketing in the context of the marketing environment and the
significance of the interrelationships between marketing and other functional units of
the organisation will be analysed and following that, the internal and external
environments in which the marketing function operates will be critically analysed.
Thereafter, a comparison on how different organisations apply the marketing mix to
the marketing planning process to achieve business objectives and a review of the
strategies and tactical approaches applied by the organisations to achieve business
objectives successfully will be done. Finally, the strategies and tactical approaches
to the marketing mix in achieving overall business objectives will be evaluated.

1.1 Organisational background

Founded in 1929, Unilever is a British multinational consumer goods organisation.
The company currently has over four hundred brands that are recognised as
household names. Unilever a global leader in the FMCG sector, currently has their
brands available in over 190 countries and over 3.4 billion individuals use Unilever
products daily, making this organisation have a €60.1 billion turnover as of 2022 with
59% in emerging markets. Unilever employees approximately 127,000 workers
worldwide and is one of the few organisations which has been able to achieve a
gender balanced management. Out of all the brands which are popular household
names in Unilever, fourteen of its brands have a turnover of more than €1 billion as
of 2022 and these brands are also listed in the top fifty most chosen FMCG brands
globally. These brands are primarily organised into five business categories, each of
which has a specific mission. The five categories are broken down as: beauty and

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wellbeing, personal care, home care, nutrition, and ice cream. Unilever has received
many awards, leading in the category sustainable business in the past years and it
believes in harnessing its brands, people, and partners to create lasting positive
impact on the world and the business in the years to come (Unilever, 2023).

2.0 Evolution of the Marketing Concepts

Marketing concepts, which are also referred to as marketing management
orientations, is the business approach that determines all the processes within an
organisation (CFI Team, 2021).
John (2021) states that the process which helps in determining and selecting the
most effective strategies for managing customer relationships can be referred to as
the marketing management orientation. Although the concept is straightforward, it is
difficult to implement but to assist marketers in doing this, a variety of ideas,
approaches, tools, and frameworks are available.

Concept Description Examples

Production concept Production concept is the idea When considering cars

that consumers will prefer produced by Ford and
products that are accessible and General Motors, there is no
priced, and the organisation major difference when it
should therefore focus on comes to price. But since
improving production and Ford’s cars are more
distribution efficiency (Kotler and affordable than those made
Armstrong, 2017). by General Motors,
consumers prefer
purchasing Ford’s cars
(John, 2021).

Product concept Product concept is the idea that

An organisation that invests
consumers will focus more on the
heavily in product concept to
quality, performance, and
deliver the finest products to
features of the product rather than
customers is Apple. Apple
the affordability of it and therefore
products are thought to be of
the organisation should devote its
exceptionally high quality,
energy into making continuous with innovative features and
product improvements (Kotler and
excellent performance. The
Armstrong, 2017). value of the brand name and
the high quality of Apple
products compel individuals
to purchase Apple products
(MBA Skool Team, 2022).
Selling concept Selling concept focuses on the Selling concept is helpful in

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 organisation’s sales. It is the
belief that unless a company
makes a significant effort to sell
and promote its products,
consumers will not purchase
enough of them (Kotler and
Armstrong, 2017).
Marketing concept Marketing concept claims that
satisfying customer demands
more effectively than competitors
is the key to accomplishing
organisational goals (Kotler and
Armstrong, 2017). This concept
focuses solely on the
organisation’s target market.
Societal marketing Societal marketing concept is the
concept idea that an organisation should
consider society's long-term
objectives as well as customer
demands and requirements while
making marketing decisions
(Kotler and Armstrong, 2017).
Simply put, it is the combination
of the marketing concept and
society.
Table 1: Evolution of marketing concepts with examples (Author developed, 2023).
the sales of unsought goods
such as insurance, funeral
services, etcetera.
As of 2022, Samsung has
been named one of the top
ten fastest- growing brands.
Annika Bizon,
Samsung’s marketing and
omni channel director for
Samsung UK and Ireland
says that Samsung puts the
customer right at the centre
of the conversation, which
prioritises the customers’
needs and wants (Sutcliffe,
2022).
Patagonia is a well-known
outdoor clothing company
that focuses on minimising
the environmental impact of
its products, from the
materials used to the
packaging. This organisation
also supports several
environmental causes, such
as protecting public lands
and waterways
(interObservers, 2023).

3.0 Roles and Responsibilities of the marketing functions

The basis of what marketing experts do is referred to as marketing functions. A
marketing team needs to perform each function in order to plan, organise, and
conduct a successful campaign. There are seven accepted marketing activities that
help marketers with their work. They are promotion, selling, product management,
pricing, marketing information management, financing, and distribution (Indeed,
2023).

3.1 Promotion
Promotion is a function usually placed at the top of the list when marketing goals are
planned. It is every organisation’s primary goal to make their products known to the

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public and promotion is the method used to achieve this task. Promotional tactics
frequently overlap with other business divisions and awareness-raising initiatives like
public relations and advertising. Through a marketer’s eye, promotion techniques
range from digital marketing to influencer marketing to text marketing (Keleher,
2022).
As one of the largest spenders on marketing and promotion in the FMCG industry,
Unilever uses many methods to promote their products. Some of those methods are
using film stars, singers, and athletes to endorse and promote their products all
around the world (MBA Skool Team, 2021). Unilever uses advertising as its core
method in promoting products. Many products are promoted through television and
social media advertisements (Kissinger, 2017).
Furthermore, Unilever strives to be an organisation which addresses and engages
with consumers on issues that matter to them through promotion and advertising.
Dove’s real beauty challenge campaign which challenges beauty stereotypes is an
example of this (Unilever, 2023).

3.2 Selling
Kokemuller (no date) states that compared to other forms of marketing, selling is a
more customised type of communication.
Effective selling techniques help in making a product stand out from competitors.
Oftentimes, marketers and sellers may work together to decide the best market
positioning and sales strategies of their product (Indeed, 2023).
Unilever thoroughly observes the current economy and consumers’ buying
behaviour to manage their sales. In 2022, by perfectly balancing the growth of price,
volume, and competitiveness to survive in the high-cost inflation environment, the
underlying sales growth of the organisation rose up to 9.0%. In order to support their
brands with investments and generate greater profits, Unilever will continue to price
their products and push their cost-cutting initiatives (Unilever, 2023).
With Unilever’s successful sales strategies in 2022, underlying sales in the
organisation’s five categories grew as follows: beauty and wellbeing – 7.8%,
personal care – 7.9%, home care – 11.8%, nutrition – 8.6%, and ice cream – 9.0%
(Unilever, 2023).

3.3 Distribution
Distribution is the means and method by which businesses make their products and
services available to consumers. Making sure the product or service is accessible at
the appropriate time, location, and quantity is another aspect of distribution (Indeed,
2023).

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Using various distribution methods provides organisations with an elevated level of
cost effectiveness, allows rapid distribution of products to all consumers, and offers
a certain level of end user knowledge (Gaille, 2015).
While Unilever primarily uses retailers as their main distribution method, kiosks and
stores are used as well. When new products are introduced to the market, kiosks are
used to directly introduce the products to consumers. Some of the products that
Unilever sells through stores include those of Ben & Jerry's (Kissinger, 2017).

4.0 The structure and operations of marketing departments

4.1 Structure of marketing departments

The size of the company has a considerable influence on the structure of the
marketing department. For various companies and sectors, different models may
prove to be better suited (Sailer 2020).
It would be ideal to prioritise necessities such as content production, graphic design,
technological skills, social media management, and project management in a small
business where expertise is scarce. Small businesses would benefit from having a
team structure that included the owner of the company, a marketing generalist, and
a traditional or digital designer (Sailer, 2020).
The marketing department of a medium-sized company may include several teams,
including those responsible for acquisition, SEO, public relations, product
development, and website management. The organisation would have a team leader
and a specific number of subordinates for each department and the Chief Marketing
Officer will be responsible for overseeing all of these departments (Coleman, 2023).
A bigger firm with over two hundred employees could have additional layers of
management as well as more specialised teams with an in-depth knowledge of
particular fields. In businesses of this scale, one can find teams for content
creation, project management, public relations, designing, advertising, and social
media marketing. Each team would consist of a team leader, a specialist, and then
its subordinates. Similar to medium-sized businesses, the Chief Marketing Officer
would oversee these departments (Sailer, 2020).
To become a simpler, more category-focused business, Unilever announced
significant changes to its organisational structure at the start of 2022. The company
declared that it would abandon its former matrix organisation in favour of organising
around its five categories. Each category is entirely in charge of and accountable
for delivering its own worldwide strategy for growth and profit (Organimi, 2023).

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4.2 Operations of marketing departments
The marketing department is one of the most vital departments of a business.
Building the company's reputation, creating methods to promote goods or services,
and distributing information about those products or services to interested
individuals are just a few of the tasks that marketing specialists must complete
(Hasan, 2023).
Conducting and managing marketing campaigns is one of the tasks performed by
the marketing department. Campaigns are a collection of marketing actions that are
conducted over a period of time with a certain objective in mind. The marketing team
is in charge of overseeing a company's different marketing efforts and projects
(Hasan, 2023).
The work done by suppliers and other agencies is also supervised by the marketing
department. Managers must supervise vendors' work to prevent deviation from the
agreed-upon plan or failure to meet customer requirements (Hasan, 2023).
Marketing experts must constantly monitor trends and the activities of their
competitors, analyse them, and assign work for the teams based on their
importance. The marketing division must be aware of what the consumer wants, how
they want it delivered, how much they are ready to pay for it, and when they want it
(Hasan, 2023).

5.0 The role of digital marketing

Digital marketing is the process of directly communicating with specific customers in
order to both acquire a quick reaction and create lasting customer relationships.
Direct mail, email, catalogues, online and social media, mobile marketing, and
various other methods are all part of it (Kotler and Armstrong 2017).
Five of the most popular types of digital marketing are search engine marketing,
pay-per-click marketing, email marketing, mobile marketing, and social media
marketing (Nedrow, 2022).
5.1 Search engine marketing (SEM)
Search engine marketing (SEM) is the process of using paid advertising to increase
how easily buyers can locate a company's goods or services on a search engine. It
is an unassuming type of promotion when a potential client is actively looking for
services that are similar to those offered by a certain organisation (Hoory and Main,
2022).
SEM is used by organisations due to it being highly intent-driven, measurable,
targeted, and fast (Hoory and Main, 2022).

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Unilever unified all of its search engine marketing and optimisation activities in 2015
at Resolution Media, which worked with Omnicom Media Group's media shop PHD
to oversee the account (O’Leary, 2015).

5.2 Pay-per-click marketing

Pay-per-click marketing involves publishers receiving a charge from advertisers
each time a user clicks on their advertisement. Some of the most popular pay-per-
click marketing platforms include Google advertisements, Facebook advertisements,
YouTube advertisements, and LinkedIn advertisements (Danao and Main, 2022).
Pay-per-click marketing has many advantages. Some of them are its budget
flexibility, measurability, ability to stay ahead of competitors in search engine result
pages, and ability to be tracked in Google Analytics (Danao and Main 2022).
Pay-per-click advertising is used by Unilever across a number of platforms since it
does not require a big financial investment and can be measured and tracked.
Because this kind of marketing is also manageable internally, it is advantageous for
a large organisation like Unilever (Unilever, 2023).

5.3 Social media marketing

An organisation marketing their products on various social media platforms is known
as social media marketing. Businesses are now more dependent than ever on social
media marketing and digital marketing due to the rising popularity of these strategies
(Ricchiardi, 2020).
By using social media marketing, organisations will be able to reach a staggering
number of views, and it will be able to reach the target market. Also social media
marketing can be used to build brand awareness and gain enhanced marketing
insights cost effectively (Davis, 2023).
Unilever, who previously used social media to advertise food and beverages,
amended its Marketing to Children Principles, upping its standards for a more digital
world in 2022. The fact that Unilever will stop promoting food and beverages to
children under the age of Sixteen across traditional media and social media by
January 2023 is now reflected in these principles (Unilever, 2023).

6.0 Understanding the marketplace

Market research can be defined as the gathering of any information essential for
making a marketing decision. Most frameworks need data to comprehend
marketplaces and businesses. Therefore, a key element of many marketing
strategies is market research (Hague, Hague and Morgan, 2004). According to

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Hague and Jackson (1987), market research should be done when establishing
goals, resolving market related issues, and nurturing business growth. Market
research can be conducted using techniques including internal data analysis,
interviews, focus groups, and surveys (Makosiewicz, 2021).
When conducting an internal data analysis in an organisation, internal data sources
such as website data, past campaign performance data, and interviews with
employees can be used (Makosiewicz, 2021). Unilever established the Data for
Good team in 2019, allowing data analysts to devote 10% of their workweek to
use their expertise to benefit society (Unilever, 2022).
Conducting surveys is a common method of market research. it is done online, and it
also known as crowdsourcing since consumers’ ideas and suggestions are
considered when designing products (Makosiewicz, 2021). Over the many years,
Unilever has prioritised their consumers’ needs and requirements and used surveys
to receive consumers’ opinions (Unilever, 2023).
Five to ten individuals that share particular characteristics participate in focus groups
where they have an engaged conversation with a moderator. They are used to
obtain insight into a group's perspective on a certain topic or to offer criticism on a
product (Makosiewicz, 2021).

7.0 Customer driven marketing strategies

7.1 Marketing segmentation, targeting, and positioning (STP)

When developing marketing communications plans, the STP model is helpful since it
enables marketers to prioritise propositions, create and distribute personalised and
relevant messages to engage with various audiences. Market segmentation, market
targeting, and product positioning make up the three steps of this model (Hanlon,
2022).

7.1.1 Segmentation
Market segmentation is the process of separating a market into multiple consumer
groups, each with their own demands, attributes, and behaviours that might account
for alternative marketing methods or product mixes (Kotler and Armstrong, 2017).
Demographic, geographic, and psychographic factors serve as the foundation of
Unilever's segmentation approach (Team TBH, 2023).
Demographic segmentation: The market is driven by demographic factors like
income, gender, and age. For instance, the organisation caters to diverse age
groups with its numerous product lines (Team TBH, 2023).

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Geographic segmentation: The market is centred on geographical factors like the
country and the region. The organisation targets customers with lower income levels
in emerging regions like Asia and Africa, where it has a significant presence (Team
TBH, 2023).
Psychographic segmentation: The market is founded on psychographic factors like
values and way of life. With its sustainable products, the company caters to
customers who regard sustainability and are ecologically sensitive (Team TBH,
2023).

7.1.2 Targeting
Market targeting decides on one or more market segments to serve after assessing
the popularity of each one (Kotler and Armstrong, 2017). Mass marketing and niche
marketing are both used in Unilever's targeting approach (Team TBH, 2023).
Mass marketing: Mass marketing is a tactic that aims to draw in a sizeable portion of
the consumer base (Shaw, no date). With well-known brands that appeal to a wide
variety of consumers, like Lipton and Knorr, Unilever targets wide market sectors
(Team TBH, 2023).
Niche marketing: A niche market is a particularly concentrated group of consumers
who share certain attributes and are more willing to purchase a certain good or
service (Coursera, 2022). With its specialised brands like Dove and Axe, which cater
to particular consumer groups depending on their needs and preferences, Unilever
targets smaller areas of the market (Team TBH, 2023).

7.1.3 Positioning
Positioning involves placing the market product in the target customers' perception
(Kotler and Armstrong, 2017). The foundation of Unilever's positioning strategy is
providing value to consumers through its products and sustainability programmes
(Team TBH, 2023).
Product positioning: Based on their unique characteristics and advantages, Unilever
positions its products. For instance, Lipton markets itself as a nutritious and natural
beverage, while Dove positions itself as a beauty product that fosters confidence
and self-esteem (Team TBH, 2023).
Sustainability positioning: Unilever prides itself on being a pioneer in the consumer
products sector when it comes to sustainability. The organisation has introduced
sustainable products, such as shampoo bottles made of recycled plastic from
Sunsilk, and it has also set ambitious goals to lessen its environmental impact
(Team TBH, 2023).

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8.0 Future trends
Anything that alters the environment in which an organisation conducts business is a
marketing trend (Indeed, 2023). According to Parker (2023), businesses can attract
new customers and experience exponential growth eventually by continuously
monitoring the changing industry trends and updating their marketing strategies
accordingly. The marketing trends of 2025 plan to put a greater emphasis on
compelling customer communication, facilitating easier advertising than before.
Future trends include Artificial Intelligence (AI), voice marketing, and virtual reality.
Artificial intelligence and machine learning are revolutionising the marketing industry
by offering marketers and business owners access to real-time information that can
be used to improve customer service, improve pricing strategies for product lines,
and so much more. The use of chatbots to mimic a conversation with a consumer is
part of the AI-first strategy for marketing in the future. According to Forbes Magazine
evaluations, chatbots seem to represent the future of marketing. Through the use of
enhanced analytics, the AI first approach will be used to assist in tracking views and
sales (Parker, 2023). Through the use of advanced analytics and insights, Unilever
uses a data-driven tool that provides them with a comprehensive and detailed
examination of their portfolio. It combines the best aspects of human and machine
intelligence to enable the organisation to decide which underperforming products
should be delisted swiftly and effectively (Unilever, 2022).
The growth of voice advertising is predicted in the future years. A more personalised
buying experience is made possible for the consumer through voice-assisted
marketing. With the introduction of voice-activated devices such as Alexa, Google
Assist, and Siri, marketing will become more imaginative and inviting in the future.
Radio, television, podcasts, and video advertising can be used as a productive
means of shopping when voice technology becomes a marketing tool (Parker,
2023). Unilever made the decision to evaluate speech-activated advertisements on
the music streaming service Spotify in 2019. Users could obtain a tailored music
playlist that contains advertisements by responding "Play now" to an audio prompt
from the personal care company Axe (Williams, 2019).
Virtual reality will overtake other marketing trends by 2025. Customers will have a
phenomenal emotional experience while shopping for product brands that display
vibrant, engaging advertising. They will return frequently, demonstrating a greater
level of brand loyalty (Parker, 2023). By 2022, a few of Unilever's brands  begun
exploring virtual reality through collaborations, gaming, and experiences, while
bringing key issues such as sustainability, diversity, equity, and inclusion to light. In
2021, Rexona announced the world’s first marathon in the metaverse. In 2022,
Magnum showcased a museum in the metaverse, also providing guests to order a
Magnum ice cream from a metaverse vending machine. Sunsilk also created a
virtual city in world of Roblox, known as Sunsilk City, in 2022 which provided a safe
space for female gamers (Unilever, 2022).

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9.0 Marketing with other departments and cross functional working
Peter Drucker once said that “In addition to being much broader than selling,
marketing is not at all a specialised activity. It covers the entire organisation. The
entire business is viewed from the perspective of the end product, or from the
viewpoint of the client. As a result, every aspect of the business needs to be
concerned with and liable for marketing.”
In an organisation, the marketing department never functions independently from the
other departments. Sales are one of the marketing department's main
responsibilities as they generate revenue for the company and increase its overall
profitability, which will help it succeed. Hence, the corporate objectives of the entire
business must coincide with those of the marketing department (Grzegorzek, 2022).

9.1 Marketing department and Human Resource (HR) department

The Human Resources (HR) department's primary responsibility in marketing is to
ensure that the organisation has sufficient qualified staff in the appropriate amount to
implement the marketing mix effectively (Grzegorzek, 2022). This department also
plays a significant role in communications, which is one of their duties that is most
closely tied to marketing (BrainKart, no date).
Unilever is one of the few companies that has achieved gender parity in
management in the present, a goal they reached 2020. The achievement of gender
balance by Unilever is the result of a long-standing commitment to promote
workplace equality Unilever, 2020).

9.2 Marketing department and IT department

The IT department will be essential for communication purposes where marketing is
concerned. By the help of an intranet, which is an internal website, employees and
other stakeholders of an organisation will be able to receive up-to-date information
(BrainKart, no date).
With the help of Accenture and Microsoft, Unilever transformed into a cloud-only
organisation in 2023. It has not only supported Unilever's efforts to ensure resilient,
secure, and optimised operations, but also gives the organisation a platform to
promote innovation and growth. Unilever will be able to speed up product
introductions, increase customer service, and increase operational effectiveness by
using Azure as its main cloud platform (Microsoft News Center, 2023).

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9.3 Marketing department and Research and Development department
Research and development are the forces behind an organisation's fresh concepts,
inventions, and creative new products and services. Any new research and
development should focus on the demands of consumers or potential consumers in
order to deliver products that satisfy consumer needs. In order to ensure that client
needs are considered, marketers would collaborate with the research and
development department (BrainKart, no date).
In 2022, Unilever spent €908 million on research and development and received
€850 million as donations for research and development purposes. Additionally,
Unilever has over twenty thousand patents protecting their innovations, ideas, and
discoveries produced by their global team consisting of five thousand experts in over
sixty countries (Unilever, 2023).

10.0 Marketing related to the wider organisational context

10.1 Corporate Social Responsibility activities

Corporate social responsibility (CSR) is a business plan that enables an organisation
to be socially accountable to its customers, employees, and stakeholders.
Companies may be aware of the kind of impact they have on all areas of society,
including the economic, social, and environmental, by engaging in CSR practises
(Fernando 2023).
Thompson (2017) comments that when it comes to satisfying its corporate social
responsibilities, Unilever performs well. The success of Unilever's consumer
products brands is a result of its commitment to CSR. Unilever uses its corporate
responsibility strategy as an additional method of preserving its competitive
advantage and sustainability.
Furthermore, Thompson (2017) states that Unilever employs a methodical approach
to conduct its corporate social obligations. The interests of the customers,
employees, investors, suppliers, and communities are considered by this corporate
responsibility approach.
Customers are prioritised above anything else in Unilever's CSR strategy. Since they
directly affect Unilever's profitability, consumers are important to the organisation.
The interests of customers are centred on the cost and quality of the products
and how this industry affects the environment. Unilever’s CSR strategy includes how
to satisfy customer's demands for the survival of the company, and it keeps
improving the environmental impact of its industrial methods which results in a
powerful CSR image being developed to affect consumer views (Thompson, 2017).

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Employees are an important stakeholder group due to their direct influence on
Unilever’s performance. Since employees are interested in competitive salaries
and comprehensive professional growth, suitable human resource policies for work-
life balance help satisfy employees’ needs. As long as they fulfil their job obligations
and responsibilities, employees are given the freedom to work wherever and
whenever they choose under Unilever's CSR strategy. Additionally, fundamental
issues such as workplace safety and healthy work practises are considered
(Thompson, 2017).
The capital used to finance Unilever's operations is significantly influenced by
investors. The organisation continues to expand to cater to the interests of these
stakeholders and maintain its corporate responsibility. Unilever, for example, has a
history of making acquisitions to ensure its supremacy in the consumer
goods sector.
Suppliers have an interest in generating revenue with the company. Unilever
maintains the ‘Partner to Win’ strategic programme as part of its CSR initiative to
ensure mutual benefit between the organisation and suppliers. Through
ample engagement that promotes the organisation's and suppliers' growth, the
programme fulfils the interests of suppliers (Thompson, 2017).
Communities is the final stakeholder group considered by Unilever’s CSR strategy.
Community development and environmental preservation are concerns of
communities. This stakeholder group has a significant impact on how individuals
view Unilever. The company's primary corporate citizenship organisation that meets
these needs is the Unilever Foundation. The foundation supports sanitation,
nutrition, and personal growth initiatives in the community. Unilever is able to
support business sustainability and community development thanks to these
corporate responsibility activities (Thompson, 2017).

10.2 National awards

Awards are an important opportunity for organisations and marketers to celebrate
excellence while also recognising diligent teams, commemorating creativity, and
driving additional business (Matejko, 2022). Receiving awards helps organisations to
build business credibility, boost employee morale, and attract talent (Thompson,
2023).
Unilever, which has been providing households with many products over the past 94
years, has become one of the leaders in the FMCG industry today. This organisation
has achieved many national awards for its high-quality products. Some of the
significant awards secured by Unilever in the recent years are mentioned below.
SLIM National Sales Awards, organised by the Sri Lanka Institute of Marketing, is
the most anticipated event for the sales sector in Sri Lanka every year. In 2022, six

Page | 15
Unilever employees secured wins in this award ceremony. Unilever took home a
territory manager gold award in the FMCG consumer category, a territory manager
gold award in the consumer durables category, a territory manager gold award in the
modern trade category, a silver award in the other sales support staff (assistant
manager) category, a bronze award in the other sales staff (manager) category, and
a territory manager bronze award in the modern trade category (The Island Online,
2023).
Unilever’s Ceytea factory was awarded the gold trophy of commendation towards
the environment at the Presidential Environment Awards 2021-2022. Ceytea has
successfully incorporated sustainability practises into its everyday supply chain
activities, which has significantly reduced the environmental impact of its operations.
The plant has cut its energy and water usage by 34% and 71%, respectively, and its
carbon dioxide emissions by 89% over the past ten years and since implementing an
inventive waste management programme in 2014, Ceytea has been able to use 30%
of the waste produced during the production process as fuel for its bio-mass boiler
and 70% of it as bio fertiliser. These factors led to Ceytea winning a prestigious
award at the Presidential Environment Awards 2021-2022 (Unilever, 2023).
At the 2021 Effie Awards, Unilever scored eleven wins by taking home the ‘Most
Effective Marketer of the Year’ award for the sixth consecutive year and ten other
wins on their various products. Unilever won a silver and bronze award in the home
furnishing and appliances category, a bronze award in the oral care category, a
bronze award in the personal care category, and six finalist awards in various other
brand categories (Unilever, 2022).
At the Best Corporate Citizen Sustainability Awards 2020, Unilever won four awards
for their sustainability projects. The project ‘100% Re-Aqua− Creating a circular
economy for water’ won in the ‘Best Projects Sustainability Awards’ and Unilever
also received merit certificates in the ‘Best Sustainability Projects’ category for its
‘Horana go greener’, ‘Saubhagya’ and ‘Udara’ projects (Unilever, 2021).

10.3 Partnerships and Sponsorships

A formal agreement between two or more parties to manage a business and divide
the profits is termed a partnership (Kopp, 2023). Organisations receive advantages
by forming partnerships and sponsorships, and they include increased brand
recognition, cost savings, the creation of latest content, and the development of
networks (Indeed, 2022).
Unilever has formed numerous partnerships over the years to help individuals or
other businesses and also for the improvement of society.
In 2015, Unilever, along with the UK’s Foreign, Commonwealth and Development
Office and professional services company EY, implemented the joint venture known

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as ‘TRANSFORM’. With a focus on the environment, inclusive economies, and
people's health and wellbeing, this partnership helps entrepreneurs in South Asia
and sub-Saharan Africa. TRANSFORM has provided finance and business support
totalling £40 million over the past six years with financial and in-kind support and
Unilever intends to continue the initiative at least through 2025. The goal of this
partnership is to assist social companies and research initiatives with a special focus
on flexibility of the economy and digital health models in order to reach fifteen million
people (Unilever, 2022). As of today, this initiative has supported over one hundred
projects in seventeen countries and impacted over seven million individuals
(TRANSFORM, 2023).
In 2021, Unilever collaborated with the University of Liverpool and the University of
Oxford with its aim of reducing the carbon footprint of certain consumer products
such as shampoo and laundry detergent. Through this initiative, new scientific
platforms that use waste materials like carbon dioxide and other renewable
feedstocks to create sustainable paths to the chemicals used in consumer products
were created. This partnership will also assist in achieving N8 Net Zero North (NZN),
a project that links the Northern Powerhouse's science and research capabilities,
skills providers, and businesses to create a green recovery from COVID-19 while
also positioning the UK at the forefront of the international movement towards net
zero carbon emissions (Unilever, 2021).
The UN Global Compact established a formal setting for member nations to interact
with business, labour, and other group representatives in 2006. This was the
beginning of a close and long-lasting partnership for Unilever. The goal of the UN
and that of Unilever, to make sustainable living a standard, are remarkably similar
and there are numerous areas that concern Unilever that are addressed by the UN.
Unilever creates change through collaborating with numerous UN organisations. For
example, they collaborated with UN Women to enhance their work on gender
equality (SDG 5) and partnered with UNICEF on SDG 6 priorities such as access to
clean water and sanitization (Unilever, 2020).
When it comes to sponsorships, Unilever’s personal care brands have been unveiled
as the official sponsors of FIFA Women’s World Cup 2023. The personal care
brands sponsoring this event are Rexona, Dove, Lifebuoy and Lux. This
collaboration, which will last through 2027 and include the FIFA World Cup in 2026
as well as the FIFAe Finals, is the first time FIFA has worked with personal care
brands in women's, men's, and FIFA esports. Also, as part of the agreement, FIFA
and Unilever will partner with FIFA’s Women’s Development Programme which will
provide opportunities and support the continued growth of women’s football globally
(Unilever, 2023).

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11.0 Roles of marketing in context of the marketing environment

11.1 Internal environment

The phrase ‘internal environment’ is used to describe a company's culture,
technology, operational processes, management, and dynamics. It includes every
aspect that makes up an organisation. Creating a secure internal environment is a
crucial first step towards development and profitability as it can promote positive
employee behaviour. Internal elements of an environment include owners,
managers, and employees. Organisational structure, company values, and company
culture are some factors that influence the internal environment of an organisation
(Indeed, 2022).

Factors Description Examples

Organisational structure Companies require The organisational structure
an organisational structure of Unilever is based on
to provide a certain product divisions. Based on
hierarchy and management the emphasis on particular
framework that products, the organisation is
will enable employees to split up into different
execute their work sections (Young, 2018).
effectively and efficiently
(Indeed, 2022).
Company values A company's value system Always working with
can involve its management integrity, positive impact,
framework, culture, continuous commitment,
business practises, and any setting out aspirations, and
additional factors that assist working with others are the
it to create a unique impact values of Unilever (Vomma,
on its industry (Indeed, no date).
2022).
Company culture The overall ideals, The company performance
practises, and beliefs of an culture at Unilever
organisation are referred to emphasises the value of
as its company culture. A employee output and is
good corporate culture can quality- and performance-
promote employee driven. Focus on
retention, boost productivity, performance and quality,
and help create a and efficiency are Unilever’s
welcoming workplace where company culture’s
staff members feel characteristics (Gregory,
appreciated (Indeed, 2022). 2017).
Table 2: Factors that influence the internal environment of an organisation with examples (Author developed,
2023).

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11.2 External environment
The elements beyond an organisation that may have an impact on its activities,
consumer behaviours, and relationships are referred to as the external environment.
The external environment is of two categories. They are microenvironment and
macroenvironment (MasterClass, 2022).

11.2.1 Microenvironment
The individuals who are close to the organisation and have an influence on its ability
to interact with and provide for its consumers form the microenvironment (Kotler and
Armstrong, 2017). It is comprised of suppliers, customers, marketing intermediaries,
competitors, and the public (Ali and Talwar, 2013).

Stakeholders Definition Examples

Suppliers Suppliers are an essential part Unilever partners with those
of the company's overall who share their values in order
network for generating value to to create long-term, sustainable
consumers. They provide the growth. Suppliers to Unilever
organisation the resources it also contribute to the growth
requires to produce its goods and value creation of both the
and services (Kotler and company and its partners
Armstrong, 2017). (Unilever, 2023).
Customers The aim of the whole delivery Unilever, which was ranked
system of an organisation is to sixty-nine out of the top one
attract target customers, who is hundred global brands in 2022,
the main factor in the has an 82% customer
microenvironment, and build satisfaction score and an 84%
strong relations with them customer loyalty rate.
(Kotler and Armstrong, 2017). Unilever's ability to satisfy its
consumer base with their
products is the cause of these
high figures (Comparably, no
date).
Marketing Marketing intermediaries Unilever markets its products
intermediaries support the organisation in through a variety of marketing
distributing, selling, and intermediaries. Retailers are
promoting its products to final some of this organisation's
consumers. They consist of primary marketing
retailers, physical distribution intermediaries. Due to the
companies, marketing service marketing intermediaries, all
providers, and financial Unilever items can be easily
intermediaries (Kotler and accessed in several stores
Armstrong, 2017). across the globe (Unilever,
2023).
Competitors An organisation must Unilever distinguishes itself
outperform its competitors in from competitors by fusing its

Page | 19
 terms of customer value and global strategy with the local
satisfaction in order to succeed community to draw customers
(Kotler and Armstrong, 2017). who are drawn to the items that
are well-known globally while
retaining their local flavour. For
instance, Hindustan Unilever
has evolved into one of the
most popular brands among
Indian consumers. Its link with
middle-class values and an old-
fashioned essence is the
foundation of this success
(Moolchandani, 2021).
The public Any group that may have a One technique Unilever uses to
genuine or potential interest on maintain strong links with the
an organisation's capacity to public is through donations.
accomplish its goals Following the announcement
is considered a member of the that food banks in the United
public (Kotler and Armstrong, States were experiencing stock
2017). issues, Unilever contributed
$13 million worth of products in
2022. Unilever also provided
cleaning supplies for homes
and personal care for
communities in need in addition
to contributing food items
(Herrera, 2022).
Table 3: Stakeholders of the microenvironment of an organisation with examples (Author developed, 2023).

11.2.2 Macroenvironment
According to Kotler and Armstrong (2017), the larger societal forces that have an
impact on the microenvironment form the macroenvironment. These factors are the
primary external and uncontrollable factors that have an effect on an organisation's
decision-making, performance, and strategy (Max, 2022).

11.2.2.1 PESTEL analysis

The PESTEL analysis is a framework or method used by marketers to examine and
observe the macroenvironmental elements that have an impact on an organisation.
This acronym stands for political, economic, social, technological, environmental,
and legal factors (Professional Academy, 2022).

Factors Definition Examples

Political factors Political factors refer to the The regulatory limitations and

Page | 20
 methods and level of
government intervention in
economies and organisations.
The government uses political
factors such as trade barriers,
taxes, political stability, and
international relations to
intervene (Indeed, 2022).
Attributes: political stability,
taxation policies, influential
political leaders (Toppr, no
date).
Economic factors Economic factors can have a
direct impact on the operations
and revenue of organisations
(Indeed, 2022).
Attributes: economic growth,
inflation rates, unemployment
rates (Toppr, no date).
Social factors Social factors, also referred to
as socio-cultural factors, reflect
the population's demographics,
beliefs, attitudes, and customs.
These elements assist
organisations in understanding
the characteristics and motives
of potential customers (Indeed,
2022).
Attributes: consumer buying
patterns, market
demographics, lifestyle trends
of a particular period (Toppr,
no date).
Technological factors The use of technology by
businesses and industries to
produce and market goods
and services or manage
operations is represented by
technological factors (Indeed,
standards established by the
European Commission and
the Food and Drug
Administration in the United
States of America are
applicable to Unilever.
Additionally, the organisation
must follow all national, state,
and local laws in Europe as
well as any international
guidelines adopted in any
nation where its goods are
sold. Not following these
regulations would lead the
organisation to face both civil
and criminal charges (Frue,
2017).
Due to the situation of the
economy, customers are
more likely to purchase
inexpensive goods. If there is
no demand for the products,
Unilever's cash flow and
revenues will suffer since
consumers directly influence
the supply of goods. However,
as Unilever operates in
several markets, if one
struggles, another one could
perform well (Frue, 2017).
Unilever displays a powerful
desire to assist people in
being themselves and looking
beautiful while also leading
the life they deserve since
many of its products are
focused on personal care and
wellbeing (Frue, 2017).
Unilever regularly
manufactures new items and
markets them online under
each of its brands. Especially
in comparison to its rivals,
Unilever has a higher level of
Page | 21

Environmental factors
Legal factors
Table 4: PESTEL analysis of an organisation with examples (Author developed, 2023).
2022).
Attributes: new innovations,
new production technology,
technology maturity (Toppr, no
date).
The effects that change in the
natural environment may have
on organisations are referred
to as environmental factors
(Indeed, 2022).
Attributes: insurance policies,
environmental issues, safe
waste disposal (Toppr, no
date).
The laws of the country in
which an organisation is
located are known as legal
factors. To make sure that
local and national laws are
followed, businesses must
keep up with legislative
developments (Indeed, 2022).
Attributes: business laws,
environmental laws and
guides, health and safety
guidelines (Toppr, no date).
automation (Frue, 2017).
Unilever encourages the use
of renewable and sustainable
resources. They want to be
recognised as an organisation
that cares about the
environment, thus their
products are made to be safe
for consumers in every place
they are distributed (Frue,
2017).
Unilever is bound by
numerous rules and legal
requirements. Each brand and
retail locations are required to
abide by regulations regarding
copyrights, product safety,
employee health and safety,
and taxes (Frue, 2017).
Page | 22
12.0 Analysing the significance of interrelationships between
marketing and other cross functional units
Each organisation has different departments that function closely to effectively run
its affairs. They are comprised of the marketing department, finance department, IT
department, human resources (HR) department, research and development
department, operations department, legal department, and sales department
(Indeed, 2023).
As mentioned earlier, marketing is interrelated with other departments in each
organisation. For an organisation’s long-term existence, it is vital for all departments
to work together.
All effective marketing strategies involve a significant financial aspect; thus the
marketing and finance departments coordinate to give the organisation the
necessary financial support. Budgeting and profitability analysis are important
components of market planning and management. The finance department assists
with the appraisal of mergers and acquisitions in addition to giving the marketing
department financial support. Both marketing and financial considerations are
necessary for an organisation's methodical approach to decisions about acquisitions
and mergers. Additionally, the finance department is important in determining how
well marketing initiatives are operating. They evaluate the success of marketing
efforts using indicators including return on investment (ROI), gross margin, and
sales revenue. Future marketing choices are then made with this knowledge in mind,
and expenditures are adjusted accordingly (Wind, 1979). The finance and marketing
departments must work together closely in order to synchronise their aims and
objectives since marketing tactics demand financial commitments. For instance,
when a new product is introduced, the marketing division needs money to conduct
research and development, create packaging, and run marketing campaigns. The
necessary funds are authorised and assigned for these tasks by the finance
department (Kotler and Armstrong, 2017). With the main goal of assuring ideal
profitability of marketing efforts, Unilever's financial department and marketing
department exchange information via multiple sources. The marketing department of
Unilever required funds in 2022 to conduct a number of marketing tasks. Based on
the budget that the management had approved, the finance department gave the
funds to the marketing department. For the marketing department to be granted
financial support, a budget plan outlining the required resources, the anticipated
return on investment, and the anticipated costs had to be submitted. After
considering the idea, the finance department decided the amount of money to
be provided (Unilever annual report, 2023).
In today's digital age, the interrelationship between marketing and IT departments is
becoming increasingly essential. Technology is needed by marketing to plan and
conduct marketing initiatives, and IT needs to align with marketing goals in order to

Page | 23
provide solutions that will aid the organisation in achieving its objectives. In order to
inform campaigns and enhance targeting, marketing significantly relies on data. The
IT department is in charge of overseeing the infrastructure needed to gather and
extract data, assuring its accuracy and timeliness, and making it accessible to
marketers. Furthermore, since many consumers find it easier to access product
detailers through websites, it is the IT department’s responsibility to develop and
maintain excellent websites (Ribant, 2016). Unilever transformed into a cloud-based
organisation in 2023. Unilever will have greater computing resources to experiment
with new working methods due to the development of an agile, high-performing
digital core that increases efficiency. The implementation of a cloud-only strategy by
Unilever will increase company resiliency while boosting security and improving
control over the IT environment (Microsoft News Center, 2023).
Any organisation's performance depends on the relationship between the marketing
and HR departments. Both departments are responsible for maintaining and
enhancing the organisation's reputation and brand, attracting and retaining
customers, and employing and encouraging employees (Plomion, 2019). In order to
identify, choose, and retain the best employees for the company's marketing
objectives, HR plays a crucial role. Unilever's HR department engages closely with
its marketing departments to determine the skills and competences required for
growth in the company and to build a talent pipeline to fill the roles. The HR
department also makes certain that workers have access to essential training and
development opportunities to advance their marketing knowledge and abilities.
Additionally, HR and marketing departments work together on talent branding
campaigns to attract in and retain the best workers (The Times 100, no date). The
HR department at Unilever collaborates with the marketing department to develop
marketing campaigns that highlight the company's culture and values to prospective
workers and position it as an employer of choice. In Unilever's "Future Leaders
Programme," the HR and marketing teams worked together to develop a creative
recruitment campaign with the goal of luring top graduates to the organisation
(Unilever, 2023).
Both, the research and development department and marketing department play
essential roles in creating, launching, and selling products. Marketing is responsible
for identifying and understanding customer needs, while research and development
is responsible for developing new and novel products that satisfy those needs. The
two departments work hand in hand to create products that meet customer needs
and are profitable for the company. A Product Development and Management
Association study found that good research and development and marketing team
collaboration can raise the success rates of new products, boost ROI, and boost
customer happiness. In order to design items that satisfy customer needs, research
and development depends on marketing for insights into what consumers want and
need. This department also provides marketing brand-new, intriguing products to
advertise to consumers (Reinmoeller, Hultink and Song, 2000). In order to meet

Page | 24
evolving demands from customers, Unilever places a significant value on consumer-
centric innovation. The research and development department will be able to
understand the insights and requirements offered by the marketing team due to the
partnership between research and development and marketing. This collaboration
improves the relevance and appeal of Unilever's products by coordinating product
development efforts with consumer preferences (Unilever, 2023).
An organisation's marketing and operations departments work closely to achieve the
combined goals of profitability and customer satisfaction. Customers that the
marketing department assists in bringing in must be served by the operations
department. Nobody will succeed if marketing and operations are not coordinated
(Moyle, 2023). While the marketing department concentrates on promoting and
selling goods and services to the appropriate consumers, the operations department
is in charge of making sure that manufacturing operates smoothly and without any
issues. During the product development process, the marketing department and the
operations department interact closely. While the operations department is in charge
of making sure the product is practical, the marketing team offers insights into client
demands and preferences. Also, to make sure that the product or service satisfies
consumer needs, the operations department must conduct quality checks during
manufacturing, and the marketing department can offer feedback on client
satisfaction (Sarangi and Srivatsan, 2009).

Page | 25
13.0 Critical analysis of the internal and external environment
A company's success depends on both its internal and external markets. Internal
markets are the company's workers, whereas external markets are the consumers,
suppliers, competitors, and other stakeholders who are not employees (Kotler, Keller
and Chernev, 2021).
The fact that staff motivation and fulfilment are critical for the performance of every
company serves as the best example of the significance of internal markets to an
organisation (Latham, Wu and Davis, 2019).
Unilever's internal environment, which consists of its employees, culture,
organisational structure, and operational processes, impacts both its
competitiveness and performance. Enhanced creativity, higher performance,
increased employee engagement, and efficient talent management are a few effects
of Unilever's internal environment. Unilever's internal environment, which
encourages its staff to explore and implement innovative ideas, has improved the
company's capacity for innovation. The organisation's internal structure and
procedures are created to foster innovation, which has assisted it in launching
innovative products to the market such as the Pureit Water Purifier. The continuous
improvement and performance excellence culture at Unilever have improved the
company's operational effectiveness, product quality, and customer pleasure. The
organisation's performance management system provides incentives for employees
to meet their goals and advance excellence, which highly motivates them. Due to
Unilever's strong inclusion culture, its employees are more engaged and motivated
in their line of work. By encouraging employee input, supporting work-life balance
and professional growth possibilities, and guaranteeing a safe and healthy
workplace, the organisation develops an open and transparent communication
atmosphere. The internal environment of Unilever has assisted the company in
hiring outstanding employees and fostering their growth. The organisation makes
sure that its staff is ready for both present and future problems through its recruiting
and selection procedures, training and development opportunities, and performance
management system (Unilever, 2023).
External markets are important since they enable the organisation an opportunity to
earn profit and keep up its competitiveness (Kotler, Keller and Chernev, 2021).
The microenvironment plays a significant role in defining Unilever’s business
strategies, operations, and competitiveness. Factors such as customers, suppliers,
competitors, and distributors affect the microenvironment of Unilever. Understanding
and satisfying the requirements of its customers is essential for Unilever's success in
the competitive consumer goods industry. Changes in consumer preferences,
purchasing patterns, and demographic trends may directly affect the demand for and
sales of Unilever's products. The business must continually keep an eye on these
variables and adjust its tactics as necessary (Unilever annual report, 2020). Unilever

Page | 26
purchases ingredients and raw materials from a variety of suppliers throughout the
world. The company's production, cost structure, and overall supply chain efficiency
may be impacted by the accessibility, dependability, and quality of these suppliers.
To ensure smooth operations, Unilever must maintain solid connections with
suppliers and manage any potential supply chain disruptions (Unilever, 2023).
Other FMCG organisations, such Procter & Gamble, Nestlé, and Colgate-Palmolive,
compete fiercely with Unilever. Market share and profitability of Unilever may be
impacted by pricing tactics used by competitors, new product developments, and
marketing initiatives. Unilever must constantly monitor the activity of its rivals and
respond with countervailing competitive measures (Unilever, 2023). To reach its
customers, Unilever relies on a network of distributors and retailers. For Unilever's
products to be effectively distributed, promoted, and made available, connections
with these partners are essential. Unilever's sales channels and the manner in which
it connects with consumers may be impacted by changes in the distribution
environment, such as the growth of e-commerce (Unilever annual report, 2020).
Unilever's success in the global consumer products industry is mostly due to its
capacity to address external issues in its macroenvironment. Such external
influences are identified through the PESTEL analysis (Smithson, 2017). The
political environment of the PESTLE analysis links the government’s impacts on
Unilever. Factors such as political stability or instability, taxation policies, and
political issues in the European Union affect this organisation. The majority of
countries' political stability offers Unilever the chance to expand in their markets. For
instance, the political stability of the US helps to reduce difficulties in the
organisation’s strategy implementations in the country (Smithson, 2017). But in
countries with political instability, it is tougher for companies to survive. Political
instability causes key issues such as inflation, disruption of operations, damage to
stocks, and investment uncertainty. In 2017, Venezuela faced economic depression
and a political instability which created many difficulties for Unilever. To overcome
with issue, employees of Unilever in Venezuela created a communications system
utilising motorcycles along delivery routes to gather information on the situation on
the streets and to decide on whether or not to travel. In order to prevent being
delayed by protests, they were able to relocate trucks containing ready-for-
distribution items closer to the point of dispatch during the night thanks to
this knowledge (Unilever, 2017). Taxes are a political factor which does not affect
businesses positively. Even so, Unilever strives to be an organisation that pays
taxes at the right time in all its functioning countries. Paying taxes is also viewed as
a vital component of Unilever's aim to expand in a sustainable, responsible, and
socially inclusive manner (Unilever, 2023). The PESTEL analysis's economic
environment describes how the macroenvironment and organisations are affected by
the economy. Increase of wages in developing countries, economic growth, and
economic stability of developed countries are economic factors that affect Unilever.
Unilever holds an opportunity to earn additional revenue from prospective sales as a
result of rising consumer disposable income due to rising salaries in developing
Page | 27
nations. The same external element, though, poses a challenge in terms of rising
costs for an organisation since many of its manufacturing plants are situated in
developing nations (Smithson, 2017). Also, by 2030, Unilever guarantees that
everyone who directly supplies the company with goods and services will make at
least a living wage (Unilever 2023). In an effort to enhance the lives of many farmers
and the communities where they reside in Africa, South Asia, Latin America, and the
Caribbean, Unilever partnered with Acumen and the Clinton Giustra Enterprise
Partnership in 2015. The Enhanced Livelihoods Investment Initiative (ELII), a three-
year investment of at least $10 million, aimed at stimulating economic growth and
reduce poverty in low-income areas in developing countries (Unilever, 2015). In the
social environment, factors which influence Unilever are health consciousness, and
consumer buying patterns. At present, most individuals tend to prioritise their health
when purchasing goods. By targeting this factor, Unilever can grow as a business
while providing consumers with healthy products (Smithson, 2017). Consumers
buying patterns change quite often. So as not to lose their competitive advantage,
Unilever has to keep up with the everchanging consumer buying patterns, otherwise,
it would be disadvantageous to the organisation (Unilever 2023). Since majority of
businesses have to keep up with the newest technology, some factors which affect
the technological environment are new innovations, patents, and new production
technologies. A large organisation such as Unilever has many patents under its
name. Since the FMCG industry has increased in competitiveness, it is essential for
the organisation to have patents for its ideas and innovations, or it might cause
losses (Unilever, 2023). With the rise of new production technologies, Unilever has a
chance to increase its operational efficiency, which can lead to the speeding up of
products launched to the market (Smithson 2017). The effects of the natural
environment and related issues are considered in environmental factors. Some
factors are increasing efforts in sustainability, and business environmentalism.
Unilever claims that its Sustainable Living Plan continues to have a beneficial
influence on the business in terms of growth, cost effectiveness, and future
resilience. Most of Unilever's brands, including Dove, Lifebuoy, Ben & Jerry's, and
Comfort, are leaders in sustainable living and are growing above average, with
high sales over the previous years (Unilever, 2015). Unilever must satisfy legal laws
to reduce barriers to its consumer goods business. The organisation must satisfy
factors such as strengthening consumer rights laws and patent laws. The growth of
Unilever can be assisted by improving international patent regulations. For instance,
new patent laws in developing nations aid in reducing the problems the organisation
faces with patents in its macroenvironment. Starting by strengthening patent laws in
developing countries, Unilever can steadily work its way to strengthening their patent
laws developed countries as well (Smithson, 2017).

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14.0 Marketing mix analysis of different organisations
Marketing professionals can analyse and describe significant issues like Product,
Price, Place, Promotion, People, Process, and Physical Evidence that have an
impact on the marketing of their goods and services with the aid of the Marketing
Mix concept. This concept is used to develop suitable marketing strategies for
organisations (Rathod, 2016). The extended marketing mix consists of the following
elements: Product, Price, Place, Promotion, People, Process, and Physical evidence
(Kotler and Armstrong, 2017).
In this marketing mix analysis, Sri Lankan FMCG companies Hemas and Dreamron
will serve as Unilever's competitors.
Hemas, initially known as Hemas (Drugs) Limited, was established in 1948 by
Sheikh Hassanally Esufally. It began as a wholesale and retail chemical druggist
before expanding to include laboratory supplies and equipment in 1951. Hemas
began diversifying their business in 1962 by working with a French multinational to
produce toiletries. Later, in the seventies, they entered the travel and tourist industry.
After years of building a formidable reputation for themselves, Hemas renamed their
company to "Hemas Holdings Limited" and listed it on the Colombo Stock Exchange
in 2003 (Hemas, 2023). Hemas consumer brands include home and personal care
products such as Baby Cheramy, Colgate, and Dandex, Atlas Axillia, and Morison.
The organisation has been manufacturing and marketing a wide range of products
for more than fifty years, and it currently has more than six hundred stores around
the island and exports goods to fifteen countries (Hemas, 2023).
The Dreamron group of companies manufactures and markets a wide variety of
high-quality professional and herbal cosmetics, hair care, skin care, and toiletry
products. It is also making entries into the perfume sector to diversify its product line.
This organisation exports to more than thirty countries, and to assure the greatest
possible product quality, it sources its raw materials from the United States,
Germany, France, and other nations that adhere to the highest EU regulations and
standards (Dreamron, no date).
To conduct a marketing mix on the following organisations, Unilever’s Sunsilk
shampoo, Hemas’ Kumarika shampoo, and Dreamron’s shampoo will be selected.

Marketing mix
Unilever Hemas Dreamron
elements
Product Sunsilk Kumarika shampoo Shampoo
Price Rs. 700 – Rs. 2,750 Rs. 650 Rs. 395 – Rs. 1,800
Place Retailers, Kiosks, Stores, retailers. Stores, retailers.
and stores.
Promotion Advertising, sales Newspaper Sales promotion,

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 promotion, public advertising, advertising,
relations, personal television newsletters, used in
selling, and direct advertising, offering salons.
marketing. supplementary
products, social
media promotion,
billboards, brand
ambassadors.
People 127,000 employees, 6895 employees, 201-500 employees,
distributors, retailers, sales staff, retailers. retailers.
media personnel.
Process Partnerships, Stakeholder Receiving customer
channel engagement, feedback,
development, central customer feedback. communication with
operations. shareholders.
Physical evidence Unilever logo on the Hemas logo present Logos in products,
packaging, sales in in product packaging, trademark colour of
retails stores and sales in retail outlet. Dreamron, online
online. sales website.
Table 5: Marketing mix analysis or Unilever, Hemas, and Dreamron (Author developed, 2023).

Anything that can be provided to a market for consideration, purchase, usage, or

consumption and may satisfy a want or need is referred to as a product. Services,
events, people, locations, organisations, and ideas are all considered to be products
as well (Kotler and Armstrong 2017). The product this report will be focusing on are
different shampoos from each FMCG organisation. Sunsilk, Kumarika, and
Dreamron shampoos have a variety of shampoos which have different effects on
hair. Sunsilk shampoos have six different collections to treat women’s hair however
they wish (Sunsilk, 2023). Kumarika shampoos are available in three different
collections, all which are made of herbal, natural products (Hemas, 2023). Dreamron
shampoos has nine collections of shampoos for different purposes, and they also
have a collection of conditioning shampoos available (Dreamron, 2023).
The cost of a good or service is referred to as its price and it is the sole component
of the marketing mix that generates income (Kotler and Armstrong, 2017). Unilever
uses a variety of pricing strategies due to its variation of products. The most
significant strategies are market-oriented pricing strategy, premium pricing strategy,
and product bundle pricing strategy. Sunsilk mainly uses market-oriented pricing
strategy (Kissinger, 2017). Hemas prices Kumarika shampoo considering the
affordability to consumers which, therefore, makes all their shampoo collection a
similar amount (Hemas, 2023). Dreamron’s pricing strategies depend on the
different outcomes each variety of shampoo provides and the size of the bottle
(Dreamron, 2023).
Place is referred to as the managerial decision regarding where to offer services to
consumers and it can include both physical and electronic distribution channels

Page | 30
(Jain, 2013). All three shampoo brands of the above organisations can be found in
retail stores and on online retail platforms. Walmart is one of the biggest retail outlets
who distribute Unilever products (Kissinger, 2017). Kumarika can be found in retail
stores such as Food City, Keells, Glomark, etcetera (Hemas, 2023). Dreamron
shampoos too, can be found in the above mentioned retail stores and they can also
be found on Dreamron’s online website (Dreamron, 2023).
Advertising, public relations, personal selling, and sales promotion are all examples
of promotion, which is the term used to describe how marketers inform consumers
(Rathod, 2016). Unilever extensively promotes its products due to the prominent
level of competition in the market and their primary method of promoting is through
advertising. The organisation occasionally uses discounts and product bundles as
well (Kissinger, 2017). Hemas promotes Kumarika shampoo mainly through
television and newspaper advertising. This organisation uses billboards to promote
as well (Uduwella, 2010). Dreamron shampoos are commonly used in salons for to
women, which is a promotional method that is widely used by this organisation.
Dreamron also promotes by advertising and sending subscribers a newsletter via
email (Dreamron, 2023).
People are regarded as a company's employees who deal directly with consumers,
collect, and oversee their inquiries, orders, and complaints (Allen, 2020). All the
above mentioned organisations have similar factors under the People element. They
are the company employees, retailers, and media personnel. Unilever offers its
products in over 150 countries, and they have 127,000 employees worldwide
(Unilever 2023), Hemas, who has a total of 6,895 employees as of 2020, markets its
products in over six hundred around the island (Hemas, 2023), and Dreamron has
made its products available at every retail store in Sri Lanka (Dreamron, 2023).
Dreamron has roughly 201-500 employees (LinkedIn, 2023)
Process is a method used systematically to create the customer's promised value
proposition (Rathod, 2016). Unilever’s process of marketing a product is by working
on suitable partnerships with the UN and various universities in the UK, developing
channels of marketing through wholesalers and retailers, and central operations
(Reza, 2020). Hemas communicate with their stakeholders and obtain customer
feedback physically and through online platforms to manage their marketing process
(Hemas annual report, 2020). Dreamron too, uses customer feedback as their
process (Dreamron, 2023).
Physical evidence gives clear indications of the standard of the experience being
offered by a business (Allen, 2020). All organisations have common physical
evidence. They are sales seen in retail stores and online platforms, and product
packaging with the logo. Unilever’s blue coloured logo can be seen in its products
while the Hemas logo can be seen at the back of its products and Dreamron’s
signature pink and purple colours are incorporated in its products (Reza, 2020).

Page | 31
Page | 32
15.0 Review of strategies and tactical approaches
As of 2022, Unilever has an overall sales growth of 9.0% and in the beauty and
wellbeing category, which Sunsilk belongs to, the turnover increased by 20.8% to
€12.3 billion. (Unilever annual report, 2022). The consumer brands sector which
Kumarika is categorised under, has contributed 39.0% to the revenue of Hemas as
at 2022 (Hemas annual report, 2022). Dreamron has a sales growth similar to
Unilever and Hemas as well.

15.1 Product
A variety of shampoos, conditioners, and styling treatments are available via Sunsilk
to suit various hair types and requirements. Its product line is created through
meticulous research and development to improve the general health and beauty of
hair. Additionally, Sunsilk actively promotes innovation and frequently launches new
product lines in response to shifting consumer demands (Unilever, 2023). Hemas
has created a wide variety of Kumarika goods to meet the needs of various clients.
In addition to other hair care products, they sell shampoos, conditioners, and hair
oils. The company has a strong emphasis on using natural ingredients and has
developed specialised products including anti-dandruff and color-protecting
shampoos (Hemas, 2023). Dreamron specialises on creating premium cosmetics
and personal care items that meet varied consumer needs. They provide a wide
variety of products, such as cosmetics, skincare, and haircare. To be competitive in
the market, the brand places a strong emphasis on innovation and
continually introduces new items (Dreamron, 2023).

15.2 Price
Sunsilk uses a competitive price strategy to market itself as a brand that is both
accessible and affordable. While making sure the pricing is in line with market
expectations, they consider the value and benefits their products offer to consumers
(Unilever, 2023). To present Kumarika as an inexpensive, value-oriented brand,
Hemas established a market penetration price plan. To draw in price-conscious
consumers, a variety of pricing methods are employed, such as discounts and buy
one, get one free deals (Hemas, 2023). Dreamron has a pricing approach designed
to satisfy customers' needs while maintaining profitability. To appeal to diverse
market categories, they provide products at varied price points. To find the best
pricing methods, the organisation often carries out pricing studies and market
research (Dreamron, 2023).  

Page | 33
15.3 Place
When marketing Sunsilk products, Unilever concentrates on building out its
distribution networks to reach a large consumer base. Numerous distribution
channels, such as supermarkets, pharmacies, convenience stores, and online
platforms, make these products generally accessible (Unilever annual report 2022).
Hemas' broad distribution network enables Kumarika items to be available all over
Sri Lanka. Targeting both urban and rural consumers, the brand is available in
supermarkets, retail chains, and independent retailers. To participate in the
expanding e-commerce business, it has also increased its reach through online
channels (Hemas, 2023). Dreamron has a broad distribution network that reaches
both urban and rural areas. They are significant in numerous retail stores, salons,
and spas, making it simple for the target market to obtain their products (Dreamron,
2023).

15.4 Promotion
To market its products, Sunsilk uses a combination of traditional and digital
marketing techniques. To raise brand awareness and explain the advantages of their
products, they utilise TV commercials, print ads, endorsements from celebrities,
social media, and influencer partnerships (Unilever, 2023). Hemas, too Hemas also
makes use of traditional marketing techniques including billboards, newspaper ads,
and television commercials. Additionally, Hemas makes advantage of social
networking sites as well. These initiatives have supported Kumarika's positioning as
a reputable and well-liked hair care brand in Sri Lanka (Hemas, 2023). Dreamron
utilises various promotional tools such as personal selling, public relations, sales
promotion, and advertising through various media platforms (Dreamron, 2023).

15.5 People
Unilever sets a strong emphasis on the value of competent staff members in
providing top-notch customer service. They provide tailored advice and solutions to
customers by training their sales staff and brand ambassadors to have in-depth
product expertise. Unilever has successfully marketed Sunsilk to more than 150
countries with the assistance of these employees (Unilever annual report, 2022).
Hemas invests investments in employee training to ensure a knowledgeable and
client-focused sales team. At Hemas' own retail locations and various partner stores,
beauty experts are available to provide consumers with individualised guidance and
recommendations. To establish enduring bonds and instill faith in the brand, frequent
client interaction and feedback are encouraged (Hemas, 2023). Dreamron too
provides training and development to their staff who assist their customers. The
company also holds monthly training sessions to make sure that its staff members
are knowledgeable about its products and competent at providing excellent
customer service (Dreamron, 2023).

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15.6 Process
Sunsilk is committed to providing customers a quick and easy shopping experience.
Through user-friendly websites, mobile applications, and e-commerce platforms,
they streamline their shopping process. Additionally, they offer informative packing
and straightforward usage instructions (Unilever, 2023). Hemas concentrates on
quick and easy processes to increase client satisfaction. Kumarika goods are
constantly available and of consistently of high quality thanks to streamlined
manufacturing procedures. Customers' questions, problems, and complaints are
swiftly addressed with the use of customer feedback systems including customer
service hotlines and online feedback forms (Hemas, 2023). In every step of their
value chain, Dreamron aims to establish effective processes. To maintain consistent
product standards, they apply quality control procedures during the production
process. In order to keep improving its operations, the company also offers post-sale
services and welcomes consumer input (Dreamron, 2023).

15.7 Physical evidence

Unilever assures ensuring that the physical characteristics of Sunsilk products,
including packaging design and branding components, are consistent with the
company's positioning and customer preferences. They aim to produce reliable and
aesthetically pleasing products (Unilever annual report, 2022). Hemas makes sure
that Kumarika products have eye-catching and useful packaging so they stand out
on store shelves. The box design, which includes vivid colours, pictures of healthy
hair, and specific product claims, is in line with the brand's identity and target market.
Customers' practical needs are met by convenient packaging solutions such travel-
sized options and simple-to-use bottles with pumps (Hemas, 2023). The majority of
Dreamron's physical proof relates to the brand's product presentation and
packaging. They make sure the product packaging is aesthetically pleasing,
educational, and user-friendly. This element is essential for drawing clients and
improving their overall brand experience. Also, all Dreamron products comes in
colours of purple and pink (Dreamron, 2023).

Page | 35
16.0 Evaluation of strategies and tactical approaches in achieving
overall business objectives
In the above marketing mix analysis, although the chosen products similar to one
another, the strategies used by each organisation when marketing their products
cause them to differ to one another.
A major organisational goal or Unilever is its sustainable growth. Sunsilk does not
test on animals and has received approval from PETA (People for the Ethical
Treatment of Animals), the largest animal rights organisation in the world, in order to
help achieve this goal (Unilever, 2023). The vision of Hemas is to excel at enhancing
lives. Kumarika achieves this vision by creating products with natural ingredients
which do not harm individuals (Hemas, 2023). Dreamron strives to provide
consumers with quality products and meet their demands. To do so, Dreamron
continuously does market research and creates products with consumers’ needs in
mind (Dreamron, 2023). Although their price ranges may differ, Sunsilk, Kumarika,
and Dreamron follow a similar pricing strategy of providing affordable and accessible
products to customers and they use similar promotional methods as well. These
three products can be found in retail stores such as Food City, Keells, etcetera and
they are sold through their organisations’ online websites. While these organisations
prioritise their employees’ knowledge on products, each organisation uses different
methods to achieve this task. Unilever and Hemas conduct training and
development programs to educate their employees while Dreamron provides
monthly training programs for their employees to educate them about th
everchanging product behaviours. All the organisations use physical and digital
marketing processes to make their products available to the consumer market.
Finally, each organisation has their own unique style of providing physical evidence.
Unilever’s blue coloured logo will be visibly printed on its packaging while Hemas
give more prominence to make their products eye catching and Dreamron
incorporates its signature colours to their products’ packaging.
When dealing with changing environments, these organisations use different tactics
to achieve their organisational objectives. Unilever focuses on strategic planning to
survive in changing environments. Unilever analyses its internal and external
environments thoroughly and identifies which methods would be ideal to maintain
their products’ sales in the market. Also, Unilever’s partnerships with the United
Nations and the European Union are advantageous in these situations (Unilever,
2023). Hemas has the ability to be flexible and adapt quickly to changing
environments. Regularly surveying the environment and expecting the changes in
the environment, allow the organisation to make timely adjustment to their strategies
which help in achieving their objectives (Hemas, 2023). Dreamron is an organisation
which is constantly making new innovations and releasing new products to the
market. Due to this reason, when environments change, Dreamron will have a
competitive advantage since they have many new innovations (Dreamron, 2023).

Page | 36
By evaluating Unilever with its competitors, it can be said that Unilever is the most
affective organisation out of the three. Although it may be the best out of the above
mentioned organisations, Unilever still has room for improvement. Unilever is
recommended to diversify by acquiring similar businesses which are not
necessarily in the consumer goods sector. Unilever must also consider product
innovation as a chance to combat imitation and competition. The consumer products
company must leverage its advantages, such economies of scale and product
innovation, to safeguard the company from the primary risks in its industry
environment (Kissinger, 2023).

Page | 37
17.0 Conclusion
In conclusion, the author has discussed the concept of marketing and analysed the
role of marketing and the significance of interrelationships between marketing and
other functional units. In addition, the author has compared ways in which Unilever
and its competitors, Hemas and Dreamron, use the elements of the extended
marketing mix to achieve overall business objectives. The strategies used by each
organisation to achieve their objectives in a changing environment has been
evaluated as well. Finally, after the evaluation had been completed, the author has
provided recommendations on how Unilever can improve their use of the marketing
mix elements to achieve business objectives.

Page | 38
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