Contents

• Introduction 4
• Situation analysis 5
• External Analysis - PESTEL Analysis 5
• Political factors 6
• Economic factors 6
• Social factors 6
• Technological factors 6
• Environmental factors 6
• Legal factors 7
• SWOT Analysis 7
• Strength 9
• Weaknesses 9
• Opportunities 10
• Threats 10
• Marketing objectives 11
• Marketing environment and strategy development 11
• The culture, religion, effect 12
• Research 13
• Establishment of Learner segment 14
• Strategy to attract the customers 15
• Customers Interaction 16
• Marketing plan 16
• Segmentation 16
• Targeting 17
• Positioning 18
• Marketing mix 19
• Product 20
• Price 20
• Promotion 21
• Place 21
• Processes 21
• People 22
• Purpose 22
• Personal Relationships 22
• Packaging 23
• Persuasion 23
• Conclusion 23
• References 25

Description

This report is based on the following requirement –
Unilever is an international company with a number of well-known brands.
Develop a Marketing Plan to address the needs of ONE of the options listed below:
1) The launch of a new brand or product development extension in a country or economic zone you are familiar with.
2) The launch of a ‘new brand extension’ in a country or economic zone you are familiar with.
3) The launch of existing brand within the current company portfolio into a country or economic zone where it currently does not exist.