Ben and jerry's swot analysis 2017

Marketing Plan

Executive Summary

Unilever is the company of my interest . I choose it because it has been growing at faster rate since it sells the consumer goods such as toiletries and cosmetics which has high demand. The company has tried to market its products through ways such as offering promotions, pricing, differentiating their brands among others. Having numerous branches in different parts of countries has attracted numerous customers and this has increased the total sales hence the total profits. This has encouraged the growth and sustainability of the company. The SWOT analysis has been of great help especially in identifying the internal and external factors that is the company Strength, weakness, opportunities and threats and it has worked on weakness and turned them to strengths and threats have been seen as opportunities for improving performance .

Consumer goods are products that are purchased by consumers for consumption and they include the clothing, food, jewelry among others. Consumer goods are durable and non durable goods and services (Krishnaswamy, 2017)

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Company Overview

Unilever is one of the multinational corporation that is known to produce consumer goods. It is a dual listed company. It is the second largest producer of the consumer goods after the Philips Morris Companies. The company mission is to ensure it meet the daily needs of consumers in all parts of country.

Unilever sells consumer goods such as beverages, cleaning agents, personal care products, food among others. The two dual list company are the Unilever NV which is situated in Rotterdam and Unilever PLC which is situated in London.

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Strength’s of Unilever

Unilever just like any other company has its strengths that makes it progress and become sustainable. Its strengths are the :

Strong and wide global market

Economies of scale

The strong brands or portfolio

Geographical or sectoral diversity

Marketing leading positions

Fast product development

efficient and operational structure

https://www.google.com/search?tbm=isch&sa=1&ei=jIAWWvrCBNCjUN3VgpgL&q=images+of++strengths+++in+unilever&oq=images+of++strengths+++in+unilever&gs_l=psy-ab.3...496717.499488.0.500666.10.10.0.0.0.0.617.1976.2-2j1j0j2.5.0....0...1c.1.64.psy-ab..7.0.0....0.gqJZxOl6M3I#imgrc=TK3ghYVWJqIO3M:

Unilever strengths are the internal factors that are mainly based on the company’s factors such as the production process , the organization structure , physical and human resources, investments among others. The strengths has ensured a long term success of the company and has helped in withstanding the threats that the business faces. They have also boosted the company performance. Strong and wide global market the sale of its premium beauty business to the Coty in year 2005 will be of great impact as it will enable Unilever to strengthen its wide and global market. Economies of scale arose because the company large and enjoys a lot of revenues from its sales. The strong portfolio and brand diversification has made the company to be world leading and this has made it grow fast and enhanced a good reputation of the company. Geographical or sectoral diversification has enabled the company enjoy wide and global market and has acted as a cushion against the market decreases in a certain area. Marketing leading position especially in the cleaning agents and this has made the company improve on the personal items as well as increase sales an example is the ;launching of Axe in year 2003 in North America has attracted a lot of men customers. The fast product development the unilever is trying to reduce the time taken in rolling out a new product and this will increase flexibility and make it more competitive. The efficient and operational structure has made Unilever to be centralized and globally manageable and has increased synergies which has helped in reducing the operational costs(Hasan, 2015)

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Unilever’s Weaknesses

Lack of the industry focus

Lack of premium market

Absence of major patent

Involvement of fragmentary sectors

risk of neglect especially on the non core brands

https://www.google.com/search?tbm=isch&sa=1&ei=uX8WWojPGoT-UKCegbAE&q=images+of++weakness++++in+unilever&oq=images+of++weakness++++in+unilever&gs_l=psy-ab.3...202877.205991.0.207629.11.11.0.0.0.0.334.1629.0j1j3j2.6.0....0...1c.1.64.psy-ab..5.0.0....0.3NY7IPNB4Xg

These are the internal factors that have made the company reduce its total sales consequently its net value. Weaknesses are external factors that affect the business and they include lack of industry focus this is because the company solely depend on the packaged items and change of some items such as cosmetics may take some time.

Lack of premium market- this was caused by the year 2005 when it sold its prestige beauty business and lost an opportunity of developing premiumization. Also, the lack of major patent and his has made it face a stiff competition from the rivals. The company has involved its self on cosmetics, toiletries which do not earn a lot of revenue. Above all, the focus on only core brands would give a chance of neglecting the other products since they will be overlook and this would decrease their sales.

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Unilever Opportunities

Wider consumer base

Availability of dynamic products sectors

Availability of Aging population products

Stronger portfolio of hair care

Continued Increase in demand

Availability of potential markets.

Building brand equity

https://www.google.com/search?tbm=isch&sa=1&ei=bn8WWqKcHczSU8PSqZAP&q=images+of+opportunities+++in+unilever&oq=images+of+opportunities+++in+unilever&gs_l=psy-ab.3...67156.72232.0.72953.20.19.0.0.0.0.610.3023.2-4j4j0j1.9.0....0...1c.1.64.psy-ab..13.0.0....0.yN0W9xNMVQ4#imgrc=RMXkIF7_EiXtPM:

These are the external factors that when utilized may make the company gain its competitive advantage as well as increase its sales and hence enjoy abnormal profits. These include wide consumer base which as increased the demand and has called the Unilever company to expand its branches in most part of the companies to satisfy a large geographical area. The presence of the dynamic sector has increased the demand of Unilever products such as the baby care which will have a benefit to the company in future. The company has continued to enjoy the changes in demographics since the anti- agers has become more popular and this can make the company be in a strong position of capitalizing. The stronger focus especially on hair care will enhance the unilever growth especially the new formulations for Suave in hair care. Continued increase in Unilever product has increased the sales and this has called for increased production , also, the availability of potential markets such as Latin America that are developing has enhanced expansion and growth of Unilever. The building on the brand equity has increased the trust of Unilever and hence increased the consumers loyalty (Hasan, 2015).

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Unilever’ s Threats

Intensified competitors

Consolidation of industries

Stagnation in the North American region

Negative publicity

Niche brands have gained favor

https://www.google.com/search?tbm=isch&sa=1&ei=YH8WWuS5JsPfU6afvJgC&q=images+of+threats+++in+unilever&oq=images+of+threats+++in+unilever&gs_l=psy-ab.3...8779.11137.0.11918.4.4.0.0.0.0.318.723.0j1j1j1.3.0....0...1c.1.64.psy-ab..1.0.0....0.xfdCmHQC2NU

The increased in competitors such as cosmetics and toiletries has threatened the brands of Unilever and consequently its sales. The unilever has been at a risk of consolidating within the industries and its market position has been greatly affected. North America has been a challenging environment because of its sluggish interest on company items such as toiletries and cosmetics. The negative publicity has been rampant because it is still exploring through performing test and this has made the consumers to boycott its products. Above all, the small niche brands that are in market would have a negative impacts on sales and also and the multinational brands market share such as Dove.

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Marketing Plan Objectives

Unilever aims is to increase the mark up of each year by 10 %.

Increasing the sales and manufacturing percentages of the core brands.

Increase advertisement and marketing strategies of the core brand .

Introduce adaptive products in local areas.

https://www.google.com/search?tbm=isch&sa=1&ei=ln0WWtvgNoGjUqHrk-gN&q=images+of+marketing+objectives++in+unilever&oq=images+of+marketing+objectives++in+unilever&gs_l=psy-ab.3...61951.62621.0.64335.2.2.0.0.0.0.264.518.2-2.2.0....0...1c.1.64.psy-ab..0.0.0....0.LsZFEmtfI6g#imgrc=PsrAgDotPFD5NM:

The company is will work on implementing the above strategies with the overall objective being expanding its products world wide by penetrating into the local markets and increasing customers loyalty through provision of quality and innovative goods.

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Segmentation

There are different types of market segments and they include ;

Homogenous preference- these exist when they have all similar consumers

Diffused preferences- the company will try to match the differences of its brands to suit the consumer preference

Clustered Preferences- this emerge with increase shared

Preferences by consumers an example is Hindu Unilever Products.

https://www.google.com/search?tbm=isch&sa=1&ei=yXoWWpCNB8L4UMDIrMAN&q=images+of+segmentation++in+unilever&oq=images+of+segmentation++in+unilever&gs_l=psy-ab.3...226434.237572.0.238441.17.16.1.0.0.0.468.3233.2-11j0j1.12.0....0...1c.1.64.psy-ab..4.0.0....0.AD-_tOzBI10

Segmentation is subdividing the market into distinct and homogenous groups and subgroups of customers . The Company uses segmentation since it will help the marketer in identifying customers as well as deciding on which segment of customers they want to target.

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Target Market

The targeted market for Unilever company is both female and male genders who are conscious about their health and beauty. The company therefore is providing health and beauty care products in all parts of the world.

https://www.google.com/search?q=images+of+target+market+in+unilever&tbm=isch&source=iu&ictx=1&fir=Cpkp6KqgDfyFLM%253A%252CLU56dt31GS-S4M%252C_&usg=__oN0p24BZzkA2yHDEwfr-r1fTnE4%3D&sa=X&ved=0ahUKEwjpxebCl9TXAhVhL8AKHVsWC5kQ9QEIRDAO#imgrc=csMI7AYelcXo9M:

Unilever aims at maximizing the net profits and it does so by ensuring it provides products to all genders to increase the number of customers.

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Positioning Map

The company marketers use positioning map when marketing their product.

They do so by differentiating their products so that they can outdo the competitors.

https://www.google.com/search?tbm=isch&sa=1&ei=I3oWWqCWMMr5UoaWvTg&q=images+of+positioning+map+in+unilever&oq=images+of+positioning+map+in+unilever&gs_l=psy-ab.3...154845.162971.0.163302.18.17.0.0.0.0.412.2489.0j1j6j1j1.9.0....0...1c.1.64.psy-ab..11.0.0....0.10KduCriCZw

The position map is a tool that is used to provide comparison and contrast of different products that are offered by the company to increase their knowledge. The marketers may use the images as the position tool. The position map shows the consumer perception of the business services based on quality, price, quantity among others.

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Pricing Strategy

The company aim in the pricing strategy is to increase the number of sale and being in a competitive advantage than other companies (Andrews, 2017).

It uses wide ranges of pricing based on the diversification of its products.

The pricing strategy is determined in the marketing mix

The company uses the following pricing strategies.

Market- Oriented pricing strategies

Premium pricing strategies

Products Bundle Pricing strategies

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiA6O2Lg9TXAhUHtRQKHamdCksQjRwIBw&url=https%3A%2F%2Fwww.slideshare.net%2Fhassanali73%2Fpresentation-of-product-mix-depthlengthwidth-and-consistency-29760560&psig=AOvVaw3haAmle5LHqiDQYU7-LIr1&ust=1511503328329157

The aim is to sustain its profit margin, to make consumers very sensitive to its products and also be able to pool demand. Example is the launch of Persil, blue bad, Omo among others among other product prices are favoring and they get discount by buying them.

The company uses the market-oriented pricing strategy always involves setting the prices of its products based in the ‘consumer goods market’ factors (Andrews, 2017). Example is that Unilever always uses the pricing of its competitor and this help it to determine its price that is appropriate. For example, if the competitor is charging $20, the company can sell at less than $20 and this will increase demand and sell at economy of scale and hence enjoy benefits that accrues from economies of scale. For example, its produces Dove product that is consumer favoring in terms of price.

On the premium pricing is where it charges higher prices on a products than one being charged by competitor. For example on margarine product the price is sometimes relatively higher than that of the competitor (Andrews, 2017).

On the product bundle strategy the company gives discounts prices. Notably, in this section of the strategy, shows a mixture of the strategies and this suit the variation in the consumption of the company products. On the profit margin sustainability, the company ensures that they focus on the cost innovation and this improve the cost of production and these helps it to lower the cost of production and transfer the same to the consumers by reducing price hence the turnover hence profitability(West, 2015)..

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Promotional Strategy

It is one of the element of the marketing mix used by Unilever Company.

It deal with one of two ways aspects of communication which always take place with company’s consumers (Andrews, 2017).

The company aim is entertaining satisfaction of diversified consumers of its products

The promotional strategy target the customers in based on

Segmentation

Targeting

Positioning

Messaging

Link:

https://www.google.com/search?q=unilever+company+female+products&tbm=isch&source=iu&ictx=1&fir=nyP9CAL1TSMs_M%253A%252CtZY5kfoW9oiBmM%252C_&usg=__fXfWZ2ha7hXA0D_sYvoZJ8vyEZc%3D&sa=X&ved=0ahUKEwjYwu3lhdPXAhUD6RQKHZ3XBHUQ9QEIdTAO#imgrc=CQjQfYO06MSzBM:

On the segmentation, Unilever have managed to put its customers in discrete groups. High income earner, low income earner, young and old, children, female and male and it produce products based on these segmentation. For example is the Flora, fair and lovely for ladies and dove for men.

The promotion will target the right segmentation during the advertisement and this increase the response rate. The company uses various method of communicating to the target and this include radio, TV among others. It uses prices or money communication such as discounts, loyalty incentive among others (West, 2015).

On the positioning the company aims at establishing its name and products name too and this is done via branding which we have already discussed. After developing the brand, the company is trying to come up with the message for the advertisement and the aim is to inform, remind and persuade consumers about the products (West, 2015).

The marketing team makes a very attractive document which will do distinctive advertisement and lead to increased sale hence profitability

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Place Strategy

It is worth noting that Unilever in an international organization.

Its operations is based on extensive reach to its customers all over the world (West, 2015)..

The locations are venue where this company meets and transact with its customers is found in its marketing mix strategy and they include

Retailer example being Walmart.

Retail shop

Kiosks

Stores

link

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjO5Iijl9PXAhXDVRQKHbdrCBUQjRwIBw&url=http%3A%2F%2Fwww.popin.net%2Funilever-offers-new-way-stay- dry%2F&psig=AOvVaw0AY4l_iU8nfvuLwz12zYf1&ust=1511474451575406

In retails, its is the primary distributor of the Unilever products. Example is Walmart which is the main distributor the consumer goods

Kiosks are occasionally used by Unilever when they are introducing new products to its customers since they sell direct to the consumer(Andrews, 2017)..

It also uses stores such as its subsidiaries such as Ben & Jerry.

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Brand Strategy

Unilever did reveal its branding framework and this will form its long lasting branding strategies now and in future. This was launched by Chief Marketing Officer, Leith Weed. The branding strategy is based on 5Cs which is focused on

Consumer

Connect

Community

Commerce

Content

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjEwaTUhNTXAhXFuBQKHdP6CkIQjRwIBw&url=http%3A%2F%2Fstrategictoolkits.com%2Fstrategic-concepts%2Fbrand-awareness-differentiation-framework%2Fbrand-differentiation-unilever%2F&psig=AOvVaw1PQtmvslSiIFj36rxwi-TS&ust=1511503811181261

The branding strategy is aimed at improving the efficiency of operation.

This has been connected to the restructuring of the organization and the aim is to develop and also emerging new market. The brand strategy aims at creating awareness by use of stars and remove weak brands and bring powered one (West, 2015).

Consumer: The company aims at keeping their consumers as their ‘true North’ and the aim is to help the company make life simpler and this by cutting through the chaos and also need to anticipate the needs of empowerment to consumers and also giving assistance.

Content: Ensures there is filter for consumer empowerment and this remove the inauthenticity and since there is low trust in media, consumers want to be empowered for meaning, purposeful and brand that matter. This prevent consumer rejecting its products because of the bad advertising (West, 2015).

Community: It try to enhance and empower the 7 billion people in world for its products and this is by listening and engaging the community in all real time and build very strong relationship and also the spot trends

Commerce: It talks of more than just buying but also convenience, browsing, experience, utility and entertainment.

Connect: Ensure that they use evolving advertising and this is by connecting to the real time, in tandem with the context and with great relevance(Andrews, 2017)..

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CSR Strategy

Unilever is using the ‘Corporate Social Responsibility to ensure the bring the society closer to them

The company CRS strategy has

Key drivers

Reporting progress and achievement

Defining goals and strategy and

Setting objectives

LINK:

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwjw4YnLhtTXAhXHbRQKHacaDQgQjRwIBw&url=http%3A%2F%2Fwww.securegiving.net%2Four-scope-of-work%2Fcsr-policy-and-strategy%2F&psig=AOvVaw1q_mO-5Es3eEoqEhHSEcvQ&ust=1511504338801729

The CRS strategy by Unilever will strengthen its brands and this improve business performance.

It do this to its employees, investors, suppliers, community among others

The corporate social responsibility will ensure that they give back to the society inform of providing structures such as health, schools, road networks, water and sewerages among others to the society

Unilever has obligation to consider the various interests of the employees, consumers, communities, ecology, customers among others. The company integrate the CSR Strategies into its stakeholders management and business processes (Crane, 2013)

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For example, the company has use the trend of increasing the internet to its customers so that they can get business information (Crane, 2013)

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On the key driver of this strategy, the strategy identifies all key stakeholders and also focus on all areas of sustainability. On setting objectives, the mission and mission will be defined, ensure it involve top management and having meeting and consultations with various stakeholders.

Defining goals and strategies will cover the defining of goals and allocation of budget, CSR strategy development and also monitoring and evaluation of various parameters

On the Reporting progress and achievement, the team will report the impact, the evaluation of third party and finally the publish the report for sustainability (Crane, 2013)

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Ethical/Legal Factors

The company has employed 227, 000 in above 150 countries and the management has always ensured the company maintain their rights and responsibility. For example

Protect their health and safety at work

Respect their fundamental rights

Ensure there personal development, train them, ensure job security among others. On the ethical behavior the company will be discussed on conflicts solving and it has responsibilities on

Manufacturing

Distribution

Marketing

Branding

Marketing

Research and Development among others .

On the manufacturing, the company need to increase production and should not have more cost that would increase the prices of goods and services. Ensure it invest on the local trade and also industry

On distribution the company shows responsibilities by use of environmental friendly method, ensure consumers have right to use good among others

On the marketing, it company should help consumers make choices of their diet and help them reduce pollution to environment through their environment. On the branding, it should create awareness to built preference and loyalty on the brand and ensuring there is quality of brands among others

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Financial Projections

The company finance has evolves since 2011 and this has been estimate to increase until 2019.

This can be explained by the annual income statement

Financial leverage

Financial fiscal position and balance sheets among other

The sales and net income and this has increased. This from 2011 and this has led to increased profit measure in Euro. It has project the profit will rise up to 2019. The sale has increase from 48, 436 to 52,713 and it is projected it will increased to 56,456 in 2019 and this would increase the income from 5171 to 6578 and projected to increase to 6801 in 2019. The debt has increased from 9900 to 16133 in 2017 and projected to increase to 19122 in 2019.

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Implementation Plan

The Company have use the Sustainable Development Goals to implement its plans

It has been a leader in the SDGs in both UN-level Panel and also in the UN Global Compact LEAD.

It has also entered into partnership with Global Citizen and Project Everyone (Rodriguez, 2017).

It has implemented its market based solutions which it gets from the research

The company have been able to strengthen all its manufacturing Training program and his help it manage the manufacturing process

It has also come up with the Learning Hub in year 2015 and through this, they will be able to bring all its businesses, functional skills and leadership skills.

After doing research and development the company will come with ways on how to improve sale and this is on specific ways since it will explain on specific products needed, where to improve on the products, where there is market niche and others (Rodriguez, 2017).

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Cont. Implementation Plan

The elements that the company is using to implement its operation include

Organization

Planning

Resources

Communication

Monitoring

For Unilever to have a successful implementation strategy it must match all of its type of organization and more so those strategies that need quick decision making

The planning is also important since it help the company to identify people skills used in making the activities , arrange them in schedule and also keep them in sequence that is correct.

Some tasks require more resources and the company always provide the same. This is because there is need of material such as those of promotion, software among others

There should be communication with various teams carrying out the research. It can be in form of images, written description among others

The strategy should be well monitored where the focus should be that of focing rather than initiating.

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Evaluation & Control Metrics

It will help to measure and also report any progress made

The goals include

Improving well-being and health (Rodriguez, 2017).

Enhance livelihood

Ensure there is reduced impact the company to the environmental

Unilever have ‘Unilever Sustainable Living Plan’ and this ensures that products produced by the company are of high quality and which improve the health of the individual consumer. It also endeavors to have the well-fare of the of the consumers increased and eventually leads to more customers. The goals of the Evaluation & Control Metrics are based on nine commitment (Rodriguez, 2017) that we will discuss in the next slide.

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Cont. on Evaluation & Control Metrics

In the evaluation and control metrics the company have three goals

There are nine commitment to be made.

The goals are pinned in the in the metric and the main aim is to ensure there is preserved environment, social and economic performance (Rodriguez, 2017).

The Company has a metric of improving the well-being and health of its consumers

Reduction of the impacts on the environment

Ensure it has sustained kind of sourcing

Livelihood enhancement

Independence and assurance review among other.

Link: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjFzPT7_tPXAhWH1RQKHfXYAkcQjRwIBw&url=https%3A%2F%2Fwww.pinterest.com%2Fpin%2F513973376203918456%2F&psig=AOvVaw3ZV3W2Ms2UX5r1gI1W_BBd&ust=1511502240814501

The company has up to 2020 goals and the aim is to improve the well being of 2 billion people in the world. This is provision of healthy and hygiene. For example by measuring the number of people who have access to clean drinking water rather than number of people reached and it aims at 50 billion liters of clean and safe drinking water.

The products are aimed at improving the nutrition of its people and its products are aimed at meeting a high nutritional standard and it has also provided dietary guideline (Rodriguez, 2017).

The company aims at improving the environment by ensuring it does not release the green gas to the environment by treating it and preventing it by scrubbing and other methods

It ensures that it uses verifiable sustainable source of packing and renewable raw material which are from recycled material to prevent depletion and also reduce costs of material. It aims at enhancing the livelihood of its people as it grow its business and this is through its fairness in the work place, inclusive business and opportunities to women. The metric is made with consultation with external statkeholders

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Conclusion

The company has increased its production

This has significantly increased due to diversification of its products.

The diversification has led to increase in sale and sale increase leads to increase to profitability

The company has carried SWOT analysis to learn where it is doing well and also where to improve and areas it is weak.

It has increased its products sale by using marketing mix strategies such as promotions, pricing among other strategies (West, 2015)..

The company has great deals of marketing plans which aims at increasing its mark up and this has increased by 10%. This has been achieved by marketing and promotion of specific brands such as Dove, Persil among others

It has segmented its market into homogenous, diffused, clustered preferences. It has also increase its sale since it produces products for specific people and it target female and male, old and young people(West, 2015).

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References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education

West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA.

Crane, A., Matten, D., & Spence, L. J. (2013). Corporate social responsibility in a global context.

Rodriguez, A., Cotran, H., & Stewart, L. S. (2017). Evaluating the Effectiveness of Sustainability Disclosure: Findings from a Recent SASB Study. Journal of Applied Corporate Finance, 29(2), 100-108.

Hasan, M. M. (2015). Marketing Analysis of Unilever. Total Quality Management, 11, 13.

Krishnaswamy, S. (2017). Sources of Sustainable competitive Advantage: A Study & Industry Outlook. St. Theresa Journal of Humanities and Social Sciences, 3(1).