The report will be discussed the marketing planning of Persil which is a well-known detergent brand in the UK. The presentation of the marketing audit will be discussed in this report. To do an external business audit the PESTEL analysis will be used and for the external analysis SWOT analysis will be done. This report will demonstrate the current position of Persil within the competitive business market. Also, the competitive edges and competitive performance will be also analyzed in this report. In the second part of the report, a new marketing strategy for Persil will be created by doing market segmentation, positioning. After that, the unique selling point of Persil will be also analyzed. Overall this report will give suggestions to Persil about how to use the marketing mix for strategic management.
Table of Contents
1.1 Company Overview.
1.3 Situational analysis.
1.3.1 PESTLE Analysis.
1.3.2 SWOT Analysis.
1.4 Position in the market
1.5 Competitive Edge (USP) of PERSIL
1.6 Competitive performance of PERSIL.
1.6.1 Sales Growth.
1.6.2 Net Income Growth.
1.6.3 Gross profit
1.6.4 Net profit of and its competitors.
2.1 Segmentation, Targeting & Positioning.
2.1.2 Targeting for PERSIL brand.
2.1.3 Positioning for PERSIL brand.
2.1.4 STP Analysis for PERSIL brand.
2.2 Marketing objectives for PERSIL brand.
2.3. Recommended marketing strategies.
The purpose of the report is to prepare both marketing audits and plans for Persil which is a famous detergent brand in the UK. The report will be conducted in two parts. In the first part of the report, there will be a discussion of the marketing audit of Persil. In the first part of the report, the audit will be done by analyzing the external environment with the help of the PESTEL analysis tool. Also, the SWOT analysis tool will be used for analyzing the external environment of the business. In this section of the report, the overall explanation of the current position of Persil in the market will be also discussed. In the second part of the report, the effectiveness and competitive performance of Persil will be discussed. A new marketing plan will be prepared in this section by doing market segmentation, market positioning, and making marketing objectives.
1.1 Company Overview
Persil is one of the well-known detergent brands all around the world. The company has been established in the year 1907. The company is successfully doing business in the UK and other countries. The main product of the company is Self-activating laundry detergent. The company is a large company which is operating a business in Albania, Austria, Canada, China, Cyprus, Egypt, France, Germany, Greece, Ireland, Italy, Lebanon, Mexico, Netherlands, New Zealand, Poland, Portugal, Romania, Saudi Arabia, Serbia, Spain, Syria, Taiwan, Turkey, United Kingdom, United States and, Russia. The brand is well known to the customers. And this company has a large number of loyal customers. The company is working hard to give the best good quality profits to its customers. The company is hiring eligible workers who will work hard to attain the goals and objectives of the company. The company is a brand of laundry detergent manufactured and the products are marketed by Henkel over the world except for UK, Ireland, Latin Amera, China, New Zealand, and many countries. The company is manufactured and marketed by Unilever (Persil, 2018).
Our Recommended Resources:
1.3 Situational analysis
1.3.1 PESTLE Analysis
PESTEL analysis is used by many businesses to understand the external business environment. Factors of PESTEL analysis are political, economic, social, technological, legal, and environmental. A diagram image of PESTEL analysis has been given below-
Diagram: PESTLE Analysis Tool Source: (Blythe, 2015).
The PESTEL analysis tool is very effective for the business to make an analysis of the external factors that are making an impact on the operation of the business.
PEST Analysis of ARIEL
Political factors: Persil is operating its business in different areas of the country and while doing business in a different country the company has to face different political situations. Different country deals with different political stability which creates an impact on the business operation of Persil. Persil can huge political stability of a country to broaden the business strategies of the business (Blythe, 2015).
Economical factors: While doing business Persil has to face different factors of the environment in the local area and the international market. Economic factors like tax, VAT makes an impact on business operations. The current European Union of the UK is making a huge impact on the business of Persil in the UK market. Therefore the company can take the opportunity from the good economic situation of the country.
Social factors: Being a detergent company the main target customer is the household people who regularly use household products. The recent changes in the social structure and demographic structure of the country and the change of income and expenditure level of the people make an effect on the sales of the business. Persil is giving focus on the lifestyle of the customers and making business strategies accordingly. Customers are now very much conscious about the health and customers prefer to live a healthy life which Persil can adapt to create more profitable business strategies (Berthon, 2012).
Technological factors: Advanced technologies are being used by many companies to make a new product and for doing more effective research and development. Persil also uses effective techniques to improve the quality of their products. Persil invests a huge amount of product to do effective research and development by using updated technology. The advancement of technology makes an impact on business performance. Using advanced technology helps the business to save time and costing.
Legal factors: Persil operates a business in different countries so the company has to face different kinds of legal factors. The different country follows different legal structure and framework which creates an impact on the business. Not following the legal factors will create an impact on the business of the company that is why Persil always ensures that they are following all the legal factors of the country (Berthon, 2012).
Environmental factors: Environmental factors are incredible for the business. There are different environmental factors that create an impact on the activities of the business of Persil. The common environmental factors are flood, storm, earthquake, rain, etc. All these factors make the business to face the business operation problem (Blythe, 2015)…………