Marketing Unilever United Kingdom Marketing Communication Plan Report

Marketing Unilever United Kingdom Marketing Communication Plan Report

Write a report that will address the integrated marketing communication plan of Unilever in the United Kingdom.

You have been recently recruited as a brand communication executive at an

established FMCG company, Unilever, in the UK.

As part of your role, you are to develop an integrated communication plan for a

brand specially dedicated to a potential target market. You have been asked to

prepare a report which must assess the current marketing environment and

strategies applied in the last three years for a selected brand of your choice in the

same company and required to design an integrated communication plan to

achieve the success for a brand in 2022.

Furthermore, you have been requested to assess the current market segment for a

brand and design the appropriate target segments as per the developed

communication plan. As part of your answer, you must emphasise how the

performance of a brand contributes to create the brand equity. In order to achieve

this, you have been further asked to evaluate the current brand equity of a

selected brand and suggest the new recommendations to improve the brand value

based on a selected brand equity model.

What is the communication strategies used by the brand (Push Pull and profile, Media strategies, Segmentation and positioning strategies, branding strategies) . what are the positive side of these strategy and negative sides

have been used as part of its integrated marketing communications effort.

How a brand used social media to develop networks with the customers

Task II

Prepare an integrated marketing communication plan for the same product for the

2022 period

Develop an integrated Marketing Communication plan 2022 period

Key points to add are

Context analysis

Objectives

Strategies

Tactics

Action

Control

Analyse the current market segments and recommend the best segments for your

brand. You must use correct segmentation bases to agree on the new target

segments.

Market segmentation and what segmentation do you use for your brand .

Do you know how to segment the market – demographic , geographic , Psychographic , Behavioural

Critically assess the current customer relationship strategies of the brand and then

assess the dimension of the brand equity. You must use a specific brand equity

theoretical model to assess the brand equity for a given brand.

what is relationship methods company has used so far to build with customers – you must find how a company used a number of strategies to build the  relationship – some example must be produced and analysed .

Finally brand equity  of the brand – how a brand value can increase Either use Keller brand equity model or Aaker’s model.

Conclusion

READING REQUIREMENT

? Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H.,

(2016). A cross validation of Consumer-Based Brand Equity models: Driving

customer equity in retail brands. Journal of Business Research, 69(9),

pp.3740-3747.

? Elliott, R. H. Percy, L., Pervan,S. (2018) Strategic brand management. 4th

edition: Oxford University Press. Oxford.

? Fill, C. and Turnbull, S., (2019). Marketing communications: touchpoints,

sharing and disruption: Pearson UK. Harlow (Core text).

? Finne, Å. and Grönroos, C., (2017). Communication-in-use: customerintegrated

marketing communication. European Journal of Marketing.

51(3), pp.445-463.

? Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017.

Integrating social media within an integrated marketing communication

decision-making framework. Journal of Marketing Management, 33(17-18),

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