marketing essentials Netstle

The role and responsibilities of a marketing manager in thecontext of Unilever: A marketing manager is someone who manages the marketing resources of a business or product.. Create a mar

Contents

Ảnh Này của Tác giả Không xác định được cấp phép theo

Introduction

Unilever is one of the world's leading multinational companies specializing in personalcare, home care and food products Unilever currently operates in more than 190 countries and territories with a commitment to improving the lives of people around the world through their products and services

Unilever started its business in Vietnam in 1995, the company has invested more than

$ 300 million in a modern factory in Ho Chi Minh City and Bac Ninh Province

Through its network of over 150 distributors and more than 300,000 retailers, UnileverVietnam has provided jobs to more than 15000 people

It is estimated that about 35 million Unilever products are consumed each day by consumers across the country OMO, P / S, Clear, Pond's, Knorr, Lifebuoy, Sunsilk, VIM, Lipton, Sunlight, VISO, Rexona have become familiar names to Vietnamese households

With an annual growth rate higher than the market growth rate over the past 22 years, Unilever Vietnam has become one of the most successful foreign investors in the Vietnam market

The company’s slogan is: "Become the most admired company in Vietnam, commit to improving the lives of the people of Vietnam"

1.Introduction to the concept of marketing, including current

trends and future trends.

1.1 The concept of marketing.

The marketing concept holds that achieving organizational goals depends on

knowing the need and wants of target markets and delivering the desired

satisfactions better than competitors do Under the marketing concept,

customer focus and value is the path to sales and profits

The ultimate purpose of the marketing concept is to help organizations

achieve their objectives In the case of private firms, the major objective is

long-run profitability; in the case of nonprofit and public organizations, it is

surviving and attracting enough funds to perform useful work Private firms

should not aim for profit as such, but rather to achieve profit as a

consequence of creating superior customer value A company makes money

by satisfying customer needs better than its competitors

1.2 Current trends of marketing in Unilever

The marketing of Unilever in today’s society TV advertisements and print, with new strategies focused on inbound practices Some of the most common marketing tactics utilized today are:

• Social Media Marketing

• Retargeting Campaigns

• Text Message Advertisements

• Targeted Emails

• Internet Video Advertisements

1.3 Future trends of marketing in Unilever

Relationship marketing:

This trend emphasizes on customer’s satisfaction and retention rather than the number

of sales made This trend will be popular in the future because of the extension in communication beyond promotional messages The good relationships between sellers and customers bring them back for more products in the future

Industrial marketing:

This marketing trend is where a business sells its products to other companies to resell them later, use them to produce other complex goods or improve their quality and resell them The technological revolution is the primary cause of these marketing trends

2 An overview of the different marketing processes:

2.1 Situation analysis:

Situation analysis involves in identifying the unexploited customer preferences and satisfying them The business must understand the environment it is in and analyze its capability to satisfy these unique needs Situation analysis is done through PEST analysis, SWOT and 5C analysis

2.2 Marketing strategy.

After the best opportunity is identified, a strategic plan can be developed Marketsegmentation is done depending on the market research carried out The followingfactors are applied:

• Segmentation

• Targeting

• Placing the right/service within the target market

• Value proposition to the target market

2.3 Marketing Mix decisions:

The marketing mix decisions include:

• Product development

Unilever’s Products (Product Mix)

The company has adopted international standards for the product but adapted to the needs of the Vietnamese They have acquired from their partners reputable brands from many years in Vietnam such as Viso Detergent, and P / S toothpaste Then, reformulate the packaging and marketing formula to increase the consumption of thesebrands

In addition, the company also deeply understand the needs of Vietnamese consumers

to "Vietnamize" their products, such as Sunsilk shampoo contains extracts from “bồ kết” seeds - a shampoo of Vietnam; and this brand has been very successful,

accounting for 80% of Sunsilk shampoo sales

"Thinking like the Vietnamese is a way to understand what Vietnamese consumers likeand need to produce products that are suitable for them," Michel explained In order to have products satisfying the tastes of consumers, the company has built a team of indigenous staffs who are familiar with the business culture and interests of the

Vietnamese people Wall's tea and ice cream are available all over the world, but if youare out of the country, you can not find any of the North American teas, banyan tea, mung bean ice cream, or coconut taro cream typical taste of Vietnam

• Pricing decisions

Unilever’s Prices and Pricing Strategies in Viet Nam

Recognizing that 80% of Vietnamese consumers live in rural areas with low incomes, Unilever Vietnam has set a goal of reducing production costs to bring affordable prices

to consumers The company has relied on local small businesses to find local

substitutes for some types of imports; This has reduced the cost of purchasing and paying less import duties

In addition, the company also distributed the production and packaging for satellites inthe North, Central and South regions to reduce transportation and warehousing costs Unilever has also implemented a financial support policy that allows local businesses

to upgrade production facilities, transfer technology, and organize production training programs

• Promotional campaign development

Unilever’s promotional campaign in Viet Nam

Unilever Vietnam has two main areas of its advertising strategy: "Above-the-Line" and

"Below-the-Line "(Indirect promotion)

“Above-the-Line” is the promotion of products on television, newspapers to achievecertain or certain purposes such as informing consumers of new products, productmanuals, etc

"Below-the-Line" is "all media-free activities" (according to M Christopher,Marketing Under-the-Lines, George Allen & Urwin, London) Secondary sales,combined with personal selling and advertising, are a powerful persuasive resource

"(JF Engel, HG Wales and MR Warshaw, Promotional Strategy, RD Irwin,Homewood, Illinois But in reality, the Below-the-Line Promotion program must rely

on mass media advertising and must target the nature of the product, the type ofdistribution channel used and target customers Specifically, these are popularcommon forms such as discounts, coupons, free gifts in various forms, change theshell is awarded another product, give trial samples to customers, promotions lottery

Or to win valuable presents, sponsorships and TV shows Such activities havecreated Unilever brand image to consumers

2.4 Implementation and Control:

The result of the effort must be closely monitored after launching the product.Marketing mixes are tailored to fit change Any inconvenience is removed andreported complaints have been resolved Time changes are made on new products tomake it still dominate the market

3 The role and responsibilities of a marketing manager in the

context of Unilever:

A marketing manager is someone who manages the marketing resources of a business

or product He may be responsible for various products and services

3.1 Roles of a marketing manager:

Work with top management

The main function of marketing manager is to work with top management He is toassist the top management in determining the marketing plans and policies so that allthe problems of the process of planning may be removed and sound plans and policiesmay be formulated

Supervise and coordinate business activities

A marketing manager has to establish effective co-ordination among the businessactivities of purchase, sale, packing, storage, transportation, advertisement, salespromotion, after sale-services, etc

Identify Potential Markets

To create and increase the demand of the goods and services produced by theenterprise, the marketing manager has to identify new potential markets and also has tomaintain the relationships among the existing markets for their enterprise and itsproducts

Evaluate the Product

In the technological arena, the needs and demands of the customers changes time totime Thus, it becomes necessary for the marketing manager to study all these changesand evaluate the product periodically so that necessary modifications and alterationsmay be made in the product

Launch new product or services

To attract new customers and retain old customers, marketing manager study needsand demands of the market According to it, he launches new goods and services tosatisfy the existing customers and to attract new customers (or consumers).

Select the Channels of Distribution

The physical distribution of goods and services through many channels viz.wholesalers, retailers, etc is decided by the marketing manager As per the needs ofthe firm, he selects the specific channel and supplies the finished products fromproducers to consumers

Create a market plan

According to the marketing nature of the firm, the marketing manager creates anaction plan to determine when, how, where and by whom the marketing activities viz.sales forecast, advertisement, sales promotion, distribution of products, etc should becarried out to achieve marketing goals

Study the Economic and Political Environment

To survive and get success in the business, the marketing manager not only has tostudy the economic, social and the political environment of the business enterprise butalso has to follow the government rules, social norms and cultural values, regionaltreaties and global alignment, economic rules and tax policies of the government Afteranalyzing all these factors, he formulates the business strategies for the customersatisfaction and profit maximization of the enterprise

3.2 Responsibilities of Marketing Manager:

Responsibilities towards Enterprise

The marketing manager is a very responsible authority to achieve the pre-determinedgoals of an enterprise To increase the honor and earning of the firm, he has to plan,organize, co-ordinate and control all the marketing activities He has the responsibilityto:

• Gather the results of market research and decide and control the quantity and quality of production.

• Sale forecasting, product planning and price fixation

• Prepare a roadmap of advertisement and sales promotion and specify the channels of distribution for goods and services

• Control credit policy of the firm and also the cost of marketing activities

• Arrange for after-sale-services and remove the problems of consumers

Responsibilities towards Employees

For his employees, he has the responsibility to provide them proper training and remuneration The other responsibilities of marketing manager towards his employees are to:

• Commence schemes for their welfare

• Motivate them, which indirectly benefits in the development of the firm

• Evaluate the performance of employees and receive the suggestions and the problems of employees. 

• Co-ordinate the activities different employees

Responsibilities towards Society

• Provide new goods and services as per the needs and wants of society

• Maintain regular supply of goods and services at reasonable prices in the market

• Increase the employment opportunities

• Protect society against the effects of economic slump

Responsibilities towards Customers

• To study the needs and wants of consumers and according to it fulfill their demands To make the regular supply of goods and services

• To provide after sale-services

• To educate the consumers regarding alternative uses of products

• To remove grievances of consumers

4 An explanation of how marketing influences and interrelates with other functional departments of the organization.

The interrelationship between marketing functions and other organizational functions can be explained as, the marketing functions are part of a business organization and thus other departments and functional units are connected with each other This can be explained as marketing functions are needed to back up by the other operational

departments of the company as well to perform effectively If a business organization needs to plan and implement a marketing plan, then they require support of financial department of the company, human resource department, sales department and

production department Further, if the marketing team of Coconut bliss wants to offer adiscount offer on the bulk purchase of the product such as buy 2 get 1 free scheme, then the marketing team needs to communicate with finance and production

department of the organization initially The marketing functions are separate entities

in business organization but every department and function in an organization I linked together for increasing the profitability of the company The main function of

marketing is to increase the profitability by increasing the sales of the company, thus itcan be achieved with the participation of all the departments of the organization

simultaneously The finance department provides appropriate budget to the marketing department for the planning and implementation of marketing plan Production

department communicates with logistics department to fulfil the demand and supply ofproduct and services Human resource policies are generated according to the market trends, sales and target consumers Thus, all the functional units of the company correlate with each other to bring a successful marketing plan among the organization (Lewis, 2013)

The key roles and responsibilities of the marketing function.

achieved through research only Thus, it is considered to be a crucial key marketing function among business organization

Strategy

After the collection of all the information and data from the research, it is processed to judge all the possible strengths and weakness among the business operations This processed data allows us to make an idea for strategies which can be utilised in the organization The strategies provide valuable guidance for competing with the strong market and succeed in the market environment The strategies are built over all the realistic possibilities and outcomes which are measured through research

Planning

After successful completion of research and strategy procedures, the next key function

of marketing is planning process The marketing department involves financial

planning, forecasting of sales figures, distribution, communication and other factors of business The planning department utilises a specific timeline to plan the major

strategies for converting organization goals into success

Tactics

The fourth key role of marketing function is tactics; these are the small or short -term plans which are implemented in order to attract the target consumers They involve limited period offers which provides promotional boost in the marketing plan such as Buy one get one free offers It helps in cornering the initial pressure from the

competitors and boost in the sales

How roles and responsibilities of marketing relate to the wider

organizational context.

Role and responsibility of the employees of the organization develop the personality of

a brand For example, the employee’s and staff role of Unilever have gave the level ofexpanding business all over the worlds In the perspective of the prices determining ofthe product, organization have to consider the customer perspective based on themarket competition In the matter of high vales and prices of the product customer,expect that the product will be more qualified and best in the market place (McCarthy,1978)

Marketing communication

Roles and responsibility of the organization consist the marketing communication withother of the organization It give a positive feedback to the organization For example,Unilever employee’s responsibility give a positive feedback to the organization

Enhance the liability

For example, Unilever provides the best product in the different place with thePackaging and other services Data show that, for supplier providing ad servingproduct and service in the certain time, especially in short time can management theother quality of the services (Wood, 2011)

Quality of Service and Products

Based on the quality of the product the successfulness of any organization depends

on An organization must be calculated the ratio of the standard of the product based

on the customer’s engagement to the products For example, Unilever have to considerthe need of the product, actually organization have to understand which product areimportant in the market and the demand so if the products in the market place(Unilever.com, 2016)

Promotion of Services

In recent times varies of promotion on the communication system have givenimportant issues as it relates with the roles and responsibility For examples Unileveroffer for the online customers or the company can give special offer type of product.From managerial sector to the customer scare, sector all the sectors have to be carefulabout the service of employees and staffs By taking care of personal responsibility,there are more space to communicate with the customers In this time feedback andother strategy can be easily taken from the customers by applying role andresponsibility in the organization like Unilever (Thompson, 1984)

Analyzing the roles and responsibilities of marketing in the

context of the marketing environment.

The marketing management is defined as the process of planning and execution of the various different concepts of marketing These marketing concepts involve pricing, promotion, distribution, sales etc which compliments the target audience of the

company The roles of marketing in the context of the marketing environment can be understood as:

Market strategies

The initial role of marketing depicts the development of marketing strategies and planning for the business organization The managers of the organization needs to recognize the needs and requirements of target consumers and provide their products and services accordingly The development of marketing strategies brings out a

balance between organizational objectives and opportunities of market

Marketing information system

The marketing information systems or (MIS) provides the information regarding various factors such as product, planning, and implementation, controlling of

marketing strategies For example MIS depicts the information regarding the logistics

on a real time basis which helps the distribution network work effectively