Zinminlwin,A2, Marketing planning

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Contents
Introduction............................................................................................................................. 2
Marketing plan......................................................................................................................... 2
Mission:........................................................................................................................... 2
Vision:............................................................................................................................. 2
Objective:......................................................................................................................... 3
Micro environment analysis:.................................................................................................. 3
Macro environment analysis:.................................................................................................. 3
SWOT analysis for Pond....................................................................................................... 4
PESTEL Analysis................................................................................................................ 4
Porters Five Forces................................................................................................................... 5
Buyer Power...................................................................................................................... 5
Competitive Rivalry............................................................................................................. 5
Threat of Substitution........................................................................................................... 6
Threat of New Entry............................................................................................................ 6
Suppliers Power................................................................................................................. 6
Targeting the market................................................................................................................... 6
Targets............................................................................................................................. 7
Relationship between Marketing planning and Strategic planning...........................................................7
Techniques for new product Development........................................................................................ 7
Leader strategy................................................................................................................... 7
Follower Strategy................................................................................................................ 7
Penetration pricing Strategy................................................................................................... 8
Price skimming Strategy....................................................................................................... 8
Suggested Strategy.................................................................................................................... 8
Ansoffs competitive strategies (Techniques for Product development)....................................................8
Distribution Process:..................................................................................................... 10
The communication mix................................................................................................ 11
Public Relation................................................................................................................. 12
Personal Selling................................................................................................................ 12
What should be done in making a good Communication Mix........................................................13
Factors affecting in effective marketing planning............................................................................. 14
Reference List........................................................................................................................ 15

Zinminlwin,A2, Marketing planning

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Introduction
In this day and age, marketing is an essential part of any company. The main ideas of marketing are to
attract the market and do the activities to retain them.
Marketing plan is very important. Without having a complete plan the job of marketing will left with
many excuses and even it could create a disturbing consequence for the company. So, to have an
appropriate marketing plan for every product of the company is very necessary.
Despite many brands and products from Unilever, I have chosen Ponds Cosmetic brand to do the
marketing plan.

Marketing plan
So to do marketing planning it is my duty to start with some of the elements that lie behind the
marketing process. We need to come up with a marketing plan outline.
Mission:
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal
care with brands that help people look good, feel good and get more out of life.
Vision:
The four pillars of our vision set out the long term direction for the company where we want to go and
how we are going to get there:

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We work to create a better future every day.

We help people feel good, look good and get more out of life with brands and services that are
good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big difference for the
world.

We will develop new ways of doing business that will allow us to double the size of our
company while reducing our environmental impact.

Objective:
Objective means the goals that the business must achieve in order to meet its wider business
objectives.
Unilevers objectives are

Growth in market share

Clearer product differentiation

Long term brand value to customers

Decrease customer acquisition costs 8% per year

Creating and launching new products / services Innovation

Micro environment analysis:

This is also called internal environment and it is the self actualization of the capabilities of the
organization. Competitors are vividly expressed here along with their strength and weaknesses. The
characteristics of the market are also noticed. And this is the point, where the great Porters five
competitive forces come in: The threat of new entrants, the threat of substitute products, the
bargaining power of customer and the bargaining power of suppliers.
Macro environment analysis:
This is more to external factors affecting the company. It comprises of all the economic, political,
legal, technological and demographic influences acting on the markets. These factors are simply
cannot be controlled by management actions. It is analysis by PESTEL.

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SWOT analysis for Pond

PESTEL Analysis
They are: Political, Economic, Social, Technological, Environmental (green), Legal

The recent political changes in Myanmar have given 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.

Economically, 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 economic
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.

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The living standard 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.
Like people in the nineties will not spend much money on recreational stuff like soft drinks but
it has been changed.

In terms of technology, I think Pesico 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.

Public awareness of the connections between industrial production, mass production and
environmental damage is higher than it has ever been before.We could win the peoples heart by
doing green marketing. Such as using recycling method, reduce, reuse. Most people who are
very aware environment like environmentalist will also be in our market segment.

Porters Five Forces

Buyer Power
Unilevers buyers are scattered all around the world and they are in billions. In true sense they are not
so powerful to pull prices down. But on the other hand it is easier for the customers to switch to a
competitor. So Unilever has to be very precautious in deciding about prices and keep the customers
satisfied.
Competitive Rivalry
In consumer products business Unilever has a large number of competitors and these competitors are in
reality very strong. They range from small local corner shop retailer to big giants like P&G, Kraft and
Nestle. These competitors almost provide equally attractive products and services and sometimes better.
These competitors have the power to attract and influence the customers by more attractive substitute,
prices and marketing techniques.
Threat of Substitution
Continuous research and development in the consumer and household products has brought about a
revolution in the consumer market and today customers like to try something new and better. This trend
has reduced the customer loyalty and product lifecycle. Unilever is under continuous threat of substitute
products and its competitors are already spending huge sums on R&D and new product development.

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Unilever has to be very adoptive and closer to its customers so as to get what exactly its customers
want.
Threat of New Entry
As Unilever operates in different geographical markets so threat of new entrants varies in different
markets. In well developed countries where big players like Unilever have a very strong hold and brand
image, it is very hard for a new entrant to enter the market because of higher cost to set up a business.
On the other hand in less developed markets, it is easier to enter as legal requirements and capital
needed is not as much as in a developed market. Unilever has its presence almost in every market either
through its subsidiaries, branches or franchises. But its brand image is a strong barrier in the way of new
entrants.
Suppliers Power
Unilever has a policy of local buying and local manufacturing. Which provides itself an edge to brake
power of its suppliers and make them weaker to negotiate at its own terms. Most of time Unilever has
blanket agreements with its suppliers to provide for a certain period of time at a certain rate. This
strategy help to prevent suppliers from switching to other competitors and charge higher rates. Also
Unilever treat its suppliers fairly so as to create more loyalty among them like customers.

Targeting the market

When we talk about targeting strategy , there are only three big ideas of doing it: Undifferentiated,
differentiated, focus
Undifferentiated: This is a part where segments are ignored and products are catered for everyone in
the market
Differentiated: company still sells the whole market but catered for specific group or segments
Focus: company focuses on just one segment or forms a niche.
Targets
I have to say Pond should do more on undifferentiated technique. There are three main targets:
Youngsters: age raging from( 15 -25) The age who would actively engage with Fashion Trend.
Hot dry region: People living in the middle part of the country. Like Mandalay, where the weather is
hot and humid. They need sun Block cream.
Cold Region : They need moisturizing cream there.

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Relationship between Marketing planning and Strategic planning

Strategic planning is concerned about the overall direction of the business. It is concerned with
marketing, of course. But it also involves decision-making about production and operations, finance,
human resource management and other business issues.
The objective of a strategic plan is to set the direction of a business and create its shape so that the
products and services it provides meet the overall business objectives.
Marketing has a key role to play in strategic planning, because it is the job of marketing management to
understand and manage the links between the business and the environment.

Techniques for new product Development

The Unilever Company should know the strategy there is, these would help in consideration of
developing a new product.
Leader strategy
Will the firm gain competitive advantage by operating at the leading edge of new developments? If yes,
there are significant implications for the R&D activity and likely length of product life cycles within the
portfolio. Gain first person advantage.
Follower Strategy
Will the firm be more pro-active , adopt a follower strategy, which involves lower cost and less
emphasis on the R&D activity? If sacrifices early rewards of innovation, but avoids risks. A follower
might have to license certain technologies from a leader( as in the case with many consumer electronics
companies).

Penetration pricing Strategy

The introductory stage of a new product's life cycle means accepting a lower profit margin and to price
relatively low. Such a strategy should generate greater sales and establish the new product in the market
more quickly.
Price skimming Strategy
This involves the top part of the demand curve. The price is set relatively high to generate a high profit
margin, and sales are limited to those buyers willing to pay a premium to get the new product.

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Suggested Strategy
My propose strategy for Unilever company is to be leader in R&D sector where it produces new
product. Pond is famous for creating leading edge products in cosmetic world. It surely will fit to
perform a price skimming strategy where it sets its price high from the very first launch of this new
product. It will fall under the premium brand sector differentiating from other products. Everyone has
this image of seeing Pond to be a better brand than its vital competitor Nivea. The Unilever
company should keep this reputation well and maintained.

Ansoffs competitive strategies (Techniques for Product development)

Growth Strategies. Also known as Ansoffs competitive strategies. It comprises of :
Marketing penetration: is done by increasing the sales of the existing products in the existing market.
For example, attracting customers from competitors
Market development: is simply the expansion of the product into new markets
Product development: redesign or repositioning of the existing product or the introduction of the
similar new product.
Diversification: is done where there are no possible ways for growth available. The organization is
going to a completely different scenario.

Zinminlwin,A2, Marketing planning

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Pricing Strategy:
Price is the amounts of money customers have to pay to obtain the product. Generally in setting price
companies follow the following steps:

Zinminlwin,A2, Marketing planning

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Our price objective will be Maximize current profit and increase sell.
It will be inelastic demand. Because people who are look likes ponds cosmetic will use this
product and actually price will not be an important matter to them. But also as most of our
country people are price sensitive so we will try to keep lower and reasonable price.
Total costs will depend on the price of the ingredients, cost of producing the product, costs
of packaging, costs of promotion activities and the companys fixed costs.
In Myanmar, many companies are selling this kind of Products ( like Nivea), so we have
many local competitors.
After estimating costs we will add markup value to get minimum profit.
Then we will set the final price. For the premium package we will add less mark-up

Pricing Method
As we mentioned that we will add mark-up value to determine the price by using mark-up method so
our aim will be to keep the price reasonable. But the exact amount will be set based on the upper
mentioned factors.

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Distribution Process:

Manufacturer
We will produce this new product by our own
Wholesaler:
Unilever has its own distributors who will buy the wholesale amount and sell these to the retailers.
Retailers:
Retailers will buy the products from distributors and sell these to the final consumers.
Consumers:
People can get it in superstores, big pharmacies etc. We will place this product mainly in urban areas of
Yangon City and Mandalay City with Unilevers exceptionally good channel of distribution.
Level of Distribution Channel:

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As Unilever have their own distributors who are working as wholesaler, and they are sell the product to
the retailers from them consumer buy the product. Therefore, we can say two level of distribution
channel is followed by the Unilever.
The communication mix

Advertising

I would emphasize on doing online selling through social media like

Facebook. The recent phone sim card selling campaign has increased the
level of internet usage as a whole country.

Sales Promotion

Broadcasting on the TV channel is also effective here in Myanmar.

I will do that by throwing event party in the shopping malls. The discount on
products can also increase the overall sale.

Direct Marketing

Free gifts like sample lotion and shampoo sachets.

Direct marketing includes some aspects of both sales promotions and
personal selling. Calling straight to the most buyers and wholesalers through

Public Relation

Personal Selling

telephone. Offering limited-time deals on prices after calling.

it involves messages communicated through mass media. The brand should
always be on the customers mind. Keep reminding them through mass
media like newspaper.
Personal selling is sometimes integrated with the direct marketing element.

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What should be done in making a good Communication Mix

PROCESSES

RESOURCES AND TOOLS

CULTURE

Zinminlwin,A2, Marketing planning

Participants:

Process and

Marketing: ethics,

orientation, managing

implementation

expectations,

resources: IT, people,

involvement

funds, time

mission, marketing fit,

Skills: concept

change receptiveness

Leadership : Senior

skills, role

Corporate: vision,

support, intra-team/ site

comprehension,

co-operation 3.Clarity:

training, external

understanding,

purpose, process,

support, facilitation

participation

propositions

Personnel: team

Progress management:

selection, skills,

capabilities, operational

reviews, performance

functions, hierarchy

constraints and

Information:

implementability, new

action

availability, storage,

initiative and planning

Requisite Resources:

access, auditing

impact

monitoring, remedial

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creation and allocation,

Communications:

Leadership: abilities,

Awareness:

Facilitation: strategy,

personnel, schedules,

internal and external,

initiatives,

budgets, marketing

channels, processes,

operationalization

information

schedule, key targets

Factors affecting in effective marketing planning

Zinminlwin,A2, Marketing planning

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Reference List

What is a marketing plan and why is it important. | PaysonCooper.com. 2014. What is a marketing plan
and why is it important. | PaysonCooper.com. [ONLINE] Available at:
http://www.paysoncooper.com/101-marketing-strategies/what-is-a-marketing-plan-and-why-is-itimportant/.
Relationship Between Strategic Planning & Marketing Strategies | Chron.com. 2014. Relationship
Between Strategic Planning & Marketing Strategies | Chron.com. [ONLINE] Available at:
http://smallbusiness.chron.com/relationship-between-strategic-planning-marketing-stategies22561.html.
What Is the Strategic Planning Process? - Model, Steps & Examples | Education Portal. 2014. What Is
the Strategic Planning Process? - Model, Steps & Examples | Education Portal. [ONLINE] Available
at: http://education-portal.com/academy/lesson/what-is-the-strategic-planning-process-model-stepsexamples.html#lesson.
Business Plan Examples | BizPlanHub. 2014. Business Plan Examples | BizPlanHub. [ONLINE]
Available at: http://www.bizplanhub.com/?gclid=CPaQ67KUqcACFUwqjgod2yMANQ.