Done by: Zin Min Lwin

Tr: Kyaw Ko Ko Win

UNIT TITLE Marketing Planning
ASSIGNMENT
TITLE
Unilever Marketing Audit
ASSIGNMENT NO 1 of 2
Intro to Unilever
With 400 brands spanning 14 categories of home,
personal care and foods products, no other company
touches so many people's lives in so many different
ways.
Unilevers brand portfolio has made us leaders in every
field in which we work. It ranges from much-loved
world favorites including Lipton, Knorr, Dove and Omo,
to trusted local brands such as Promise and Suave.

Headquarters
Rotterdam, Netherlands
Unilever House, London, UK
Founded 1929 (by merger)
Unilever, the Anglo-Dutch global consumer
goods company, will open its first factory in
Myanmar
Marketing Plan
A good Marketing Plan details what you want to accomplish
and helps you meet your objectives.
A Marketing Plan should:
Explain (from an internal perspective) the impact and
results of past marketing decisions.
Explain the external market in which the business is
competing.
Set goals and provide direction for future marketing
efforts.
Set clear, realistic, and measurable targets.
Include deadlines for meeting those targets.
Provide a budget for all marketing activities.
Specify accountability and measures for all activities.
Changing perspective
The production concept: achieving high production efficiency,low cost and mass
distribution they assume that consumers are primary interested in product availability
and low prices.
The product concept :products that offer the most quality, performance, or innovative
features. Managers focusing, on this concept concentrate on making superior product
concentrate on making superior products and improving them over time.
The selling concept: The organization must undertake an aggressive selling and
promotion effort.
The marketing concept: the company being more effective than competitors in
creating, delivering and communicating customer value to its selected target
customers.
The societal marketing concept: determine the needs , wants and interest of target
market and to deliver the desired factions more effectively and efficiency than
competitors.




Changing Perspective in Marketing,1.1

The importance of social media has change the way marketing
has been done before. Unilever should always be in touch with
its customers through the use of social media, listening to
their feedbacks and reminding, keeping tabs to them.
This is the changing perspective in doing market and
this shows that weaknesses have to be transformed to
Strength and Threat have to be transformed to
Opportunities.
Capability for planning its future marketing
activities,1.2
Organisational capability defined in terms of its core
competence, synergistic effects, strengths, weaknesses
and resources and behaviour. It represents a capacity of
an organisation to use its strengths to overcome it
weaknesses and create an opportunities and face in its
external environment.
Future planning for Unilever involves determining the
current and future needs of the market . Unilever should
review the organizations resources which can be grouped
into these categories
Financial capability
Technological capability
Brand Effect
Loyal Customers

These categories explain here:
Financial capability: This is a massive Company with its
net income 5.3 billion (2013). They can also lend money
easily from a bank since Unilever is a globally trusted
brand.
Technological capability: The great vast use of internet
has smoothen the whole operation process till order taking
and feed back requiring processes.
Brand Effect: This famous and respected brand has a
brand effect on the country Myanmar, inspiring and having
excitement in the peoples mind.
Loyalty: Unilever needs to know its loyal customers and
retailers and wholesalers in order to satisfy them at all
cost.
Techniques for organisational audit and analysis
of external factors
A SWOT (strengths, weaknesses, opportunities and
threats) analysis looks at internal and external factors
that can affect businesses. For example, we can use a
SWOT analysis to help us decide if and how we
should:
Take advantage of a new business opportunity.
Respond to new trends.
Implement new technology.
Deal with changes to our competitors' operations.

PESTLE analysis, which is sometimes referred as PEST
analysis, is a concept in marketing principles. Moreover, this
concept is used as a tool by companies to track the environment
theyre operating in or are planning to launch a new
project/product/service etc.
PESTLE is a mnemonic which in its expanded form denotes P for
Political, E for Economic, S for Social, T for Technological, L for
Legal and E for Environmental. It gives a birds eye view of the
whole environment from many different angles that one wants to
check and keep a track of while contemplating on a certain
idea/plan.

Technique to analyze the External Factors
This is how Pest and Swot are linked

Carry out External Analysis(Pestel),1.4
Political: The recent political changes in Myanmar has given
a great opportunities to foreign investment to help country
on the run. The democratization has bring a lot friendlier
policy and favor greatly to foreign investment. E.g. Five years
annual tax-free period for investors, lower land rental fees is
a major fact and strong law protecting the investors from
other countries.

Economical: Myanmar has broken down its doors and
opened-up dramatically. Most people are eyeing on the recent
dramatic changes and exciting about the improvement in
economical sector. The rate of inflation on currency has been
ceased and the interest rates on having a loan and the
exchange rates are very stable (1$ equivalent to 800kyat).
Sadly, the average income of every Burmese people in the
country is around 3$ a day. They sure have very little
disposable income.

Social: The living standards of the Myanmar people are
not up to the standard. There are very few percentage
of the people living in the metropolitan area. However,
the hunger for the rise in living standards has given a
chance for luxury products also. Lifestyle changes are
quite fast.
Technology: In terms of technology, I think that the
company is fully prepared for it has more than fifty
years of experience. Better packaging, mass
production, and services to customer and better quality
products.
Legal: I am sure that the country is quite stable on
legal issues and Unilever should hire a decent local
legal officer to assist in doing business here in
Myanmar.

Carrying out the SWOT analysis,1.4
This is the three chosen products

Cosmetics is the chosen product segment that I am
going to perform SWOT analysis. Cosmetics sector has
been a very successful crowning products for Unilever
Swot analysis
STRENTH
Products are free from any toxic
or mercury content

Excellent advertising and
branding as Ponds is one of the
most recognized brands

The packaging of Ponds
products are eye-catching,
suitable for its target market
Affordable to everyone
Weaknesses
Most products have limited
packaging sizes, which may be
inconvenient for some consumers

Intense competition in the
cosmetics industry from
international brands like NIVEA

Opportunity
Expansion of cosmetics
industry into semi-urban
and rural areas of the
country
Targeting audience from all
age groups
Threat
High price for the products can
limit potential consumers
Cosmetic Care still not a
market in rural parts of the
country
Availability of cheaper products
from other brands in the
market