Marketing
Acknowledgment
I should thank our distinguished lecturer Ms.Inoka Gunarathna who acts as a catalyst throughout this period showing her guidance.
I also thankful to our beloved friends from our batch for their immense pillars of support extended to me in completion of this venture.
At last I would like to take this opportunity to thank our friends, batch mates, senior students, library assistants, and the lab assistants for the support which they all provided making this project a success.
Table of Contents
Acknowledgment 2
Table of Contents 3
1.0 Introduction 5
2.0 Introduction and history of the company 6 2.1 Mission statement 7
3.0 Nature of products 8 3.1 Home care 8 3.2 Personal care 9
4.0 SWOT analysis of the unilever 9
5.0 PESTEL Factors 13
6.0 Two product option 15 6.1 Introduction to the product 15 6.2 Axe Touch description 16 6.3 Axe Touch ingredients 16
7.0 Marketing objectives 16 7.1 Finance objective 17
8.0 Marketing research 18 8.1 PLC of the selected product 18
9.0 STP Analysis 20 9.1 Segmentation 21 9.2 Target market 22 9.3 Positioning 23 9.4 Competitor Analysis 24 10.1Product 25 10.2 Brand 26 10.2.1 Feature & Quality 27 10.2.2 USP (unit sale production) 27 10.2.3 Product differentiation 27 10.2.4 Packaging 27 10.2.5 Labeling 28 10.3 Price 28 10.4 Place 28 10.5 Promotion Issues 28 10.5.1 Line Extend 29 10.5.2 Media plan for year 30
11.0 Budget 30 11.1 Action plan 31
12.0 Control and evaluation 31
13.0 Conclusion 33
14.0 Reference 34
1.0 Introduction
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to
I should thank our distinguished lecturer Ms.Inoka Gunarathna who acts as a catalyst throughout this period showing her guidance.
I also thankful to our beloved friends from our batch for their immense pillars of support extended to me in completion of this venture.
At last I would like to take this opportunity to thank our friends, batch mates, senior students, library assistants, and the lab assistants for the support which they all provided making this project a success.
Table of Contents
Acknowledgment 2
Table of Contents 3
1.0 Introduction 5
2.0 Introduction and history of the company 6 2.1 Mission statement 7
3.0 Nature of products 8 3.1 Home care 8 3.2 Personal care 9
4.0 SWOT analysis of the unilever 9
5.0 PESTEL Factors 13
6.0 Two product option 15 6.1 Introduction to the product 15 6.2 Axe Touch description 16 6.3 Axe Touch ingredients 16
7.0 Marketing objectives 16 7.1 Finance objective 17
8.0 Marketing research 18 8.1 PLC of the selected product 18
9.0 STP Analysis 20 9.1 Segmentation 21 9.2 Target market 22 9.3 Positioning 23 9.4 Competitor Analysis 24 10.1Product 25 10.2 Brand 26 10.2.1 Feature & Quality 27 10.2.2 USP (unit sale production) 27 10.2.3 Product differentiation 27 10.2.4 Packaging 27 10.2.5 Labeling 28 10.3 Price 28 10.4 Place 28 10.5 Promotion Issues 28 10.5.1 Line Extend 29 10.5.2 Media plan for year 30
11.0 Budget 30 11.1 Action plan 31
12.0 Control and evaluation 31
13.0 Conclusion 33
14.0 Reference 34
1.0 Introduction
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to