Inflation: Marketing and Unilever Zimbabwe

The importance of developing an integrated marketing communications plan has become even more important in the modern era. With so many different touch points, or ways that a prospect can experience a company 's message or advertisement, it is important that the message be clear and consistent (Business Training Schools, 2011). Developing the proper lines of communication, especially with a new product is vital to a company. In this paper Team C will evaluate factors involved in developing and managing an effective marketing communications plan. We will also discuss advertising and promotion programs. Technology trends available to help market the product is

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

o Marketing plan is a document that lists activities aimed at achieving particular marketing outcomes in relation to goods or services. The plan provides a template for

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

The marketing plan habitually comprises time limits, budgets and allocations of staff and this can help the business identifying the definite marketing activities and specifications for the budget, setting and achieving marketing goals, bringing a marketing strategy in the company for life (Mcdonald et al, 2011)

Planning is everything when it comes to measuring your success. If you fail to plan, it’s like a sailboat in the middle of the ocean without sails; you have no clue in which direction you will be sailing. This is why developing a marketing communication objective is paramount to your marketing success.

Marketing department of Unilever was very strong & potential. They concentrated on advertising and marketing to get higher margin business and to develop brand value. The food division was organized into six categorized.

6. A proposed communication strategy throughout the implementation of the marketing activities. Your communication strategy should ensure that all team members are kept informed of each other’s activities.

Unilever Nigeria Marketing Mix consists of McCarthy, J. 1960s marketing mix which is (Product, Price, Place,

Now Unilever is a multi-brand company that has over 400 different brands under them. Since Paul Polman became the CEO of Unilever in 2009 their business plan was shifted from food brands to beauty and hygiene products as they are more financially beneficial. The same year Unilever created a sponsorship with a NASCAR team JR Motorsports for advertising purposes of their products and to gain more publicity.

Unilever is operating in a highly competitive and volatile environment. Current economic crisis have made it difficult for many businesses to operate with profitability. Legal requirements, technical changes, and change in the habits of the customers have created problems for businesses. Companies, including us, have to be updated, and continuous R&D is the key solution to many of our problems. An attractive business is one with higher margins and low competitions. Therefore, if the environment where we operate is with higher level of competition and low level of profit margins, our best strategy is to keep customers satisfied and loyal, continuous R&D, cost control, and responsive to our competitors.

The study adopted quantitative research method to diagnose the effect of product branding on profitability of Unilever (GH) Limited. This is because the hypothesis formulated in the study could be best tested with mathematical models (Lisa, 2009). The study focused on Unilever (GH) Limited. Unilever (GH) Limited is of the largest listed companies in Ghana with long trust records of product branding, supported with coperate vision. The company owns more than 400 brands, which are put into four main categories - Refreshments, Foods, Personal Care and Home Care.

Unilever possessed, first, strong capabilities in branding and marketing. It understood local markets, and it knew how to market to them. It was at the frontier of market segmentation strategies in packaged consumer products. It opened up new product categories in deodorants and household cleaners. Unilever 's brands were not strong enough to prevent the growth of private labels in Europe, but they were sufficient to maintain Unilever 's strong position in higher margin products. It was able to leverage knowledge of brands and products between countries throughout the world, matching them to income levels and changing aspirations.

Westwood, J., 2002, The Marketing Plan: A step-by-step Guide. 3rd ed., London, Kogan Page Limited, p

Unilever is a global giant whose products are available the world over. However, the brands under the Unilever flag appeal to the Sri Lankan consumer not because of their international acceptance and recognition, but because these brands cater to their habits and lifestyles. Communications at Unilever Sri Lanka are tailored with the Sri Lankan consumer in mind, and Ms. Silva stated that the company encourages its employees to consider the consumers as the priority in their daily operations.