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 the PERSIL brand.
2.3. Recommended marketing strategies.
The prime objective of this study is to describe the marketing planning of Persil. In the UK, Persil is considered a familiar detergent brand. The report on the marketing audit will also describe in this paper. This paper will apply the PESTEL analysis for analyzing the external audit. In this report, a SWOT analysis will consider analyzing the internal audit. The market position of Persil will also be discussed in this assignment. The competitive edges, as well as the performance of Persil, will be evaluated. Secondly, Persil’s marketing strategy will be described in this paper. The new marketing strategy of Persil will be included market segmentation as well as market positioning. Thirdly, this paper will be identified and explained the USP of Persil. Finally, this paper will be recommended some actions that help Persil to get a competitive advantage in the market.
The prime objective of this study is to describe the marketing planning of Persil. In the UK, Persil is considered a familiar detergent brand. The report on the marketing audit describes elaborately in this paper. This paper applies the PESTEL analysis for analyzing the external audit. In this paper, the SWOT analysis is considered to analyze the internal audit. The market position of Persil discusses in this paper. The competitive edges, as well as the performance of Persil, are evaluated. Secondly, the Persil marketing strategy explains the new marketing policies including market segmentation as well as market positioning. Thirdly, this paper identifies and explains the USP of Persil. Finally, this paper recommends some actions that help Persil to get a competitive advantage in the market.
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1.1 Company Overview
The prime objective of this study is to describe the marketing planning of Persil. In the UK, Persil is considered a familiar detergent brand that was first launched its operation in 1907. Persil is operating its business activities not only in the UK but also in other countries around the world. The laundry detergent is a key product of this firm. Persil is doing its business in most of the countries all over the world including the United Kingdom, United States, Russia, China, France, Germany, Italy, Lebanon, Mexico, New Zealand, Portugal, Saudi Arabia, Serbia, Spain, Syria, Taiwan etc (Persil, 2018).
This firm has maintained a strong brand image in the global market. The number of loyal customers of Persil is increasing rapidly. The main feature of this firm is to offer the best quality products with fair weight and price. Persil also maintains the best effort of HRM to appoint skilled and knowledgeable staff for ensuring customer satisfaction and gain the organizational objectives. Persil is marketed by Unilever.
1.3 Situational analysis
1.3.1 PESTLE Analysis
Porter (2014) stated that the business organization needs to analyze the external environment. In this situation, the business organization applies a PESTEL analysis to identify the external environment of the firm. The explanation of the factors of PESTEL analysis is given below:
Diagram: PESTLE Analysis Tool Source: Porter (2014)
By evaluating the PESTEL factors a business organization can understand the environment of the market and take appropriate strategies in respect of the firm’s prosperity.
PESTLE Analysis of Persil
Political factors: It has already known that Persil is running its business activities not only in the UK but also in remaining countries around the world. For this reason, Persil has faced different political barriers to run its business operations. The rules and regulations of one country are different from another country. That is why Persil always concern about the rules and regulations and political stability for launching business operations in a country (Porter, 2014).
Economical factors: Since Persil is running its business activities not only in the UK but also in remaining countries around the world; it has faced various economical issues that have both positive and negative impacts on its business functions. Persil gets benefits from some of the countries due to favorable economic policies of the countries such as lower taxes and VAT. On the other hand, the business activities of Persil are negatively affected by some of the countries due to unfavorable economic policies of the countries such as high taxes and VAT.
Social factors: Persil is running its business activities in various societies around the world. For this reason, the social diversity and condition of society have a great impact on the business activities of Persil. The unfavorable changes in the structure of society, demographic system and income of the people in the society may negatively affect Persil profitability and liquidity. For this reason, Persil always considers different social issues to know about the demand of the society’s people and make a strategic plan to fulfill the demand of the society’s people (Berthon, 2012)………