The marketing plan and audit of marketing have been prepared for a brand of detergent in this paper. ARIEL has been chosen for this assignment as a detergent brand. In this paper, there are developed two major kinds of audits; these are external audit and internal audit. PESTLE analysis framework has been used as an external audit and SWOT analysis is used as an internal audit.
This paper is concentrated brand’s overall performance and recognized the brand’s market condition. This assignment concentrates on competitive performance and STP analysis for the ARIEL detergent company. This paper has also described company marketing strategy and implementing the strategies processes in the second part of the assignment. This assignment has suggested several recommendations for the ARIEL detergent company on the marketing mix model application in the last part of this assignment.
Table of Contents
2.0 Company Overview.
3.0 Marketing Audit
3.1 External environment analysis.
3.2 SWOT Analysis.
3.3 Market Analysis.
3.4 Competitive Environment Analysis.
4.0 Marketing Plan.
4.1 Segmentation, Targeting & Positioning.
4.2 STP Analysis of ARIEL’s ARIEL brand.
4.3 Marketing objectives for the Ariel brand.
4.4 Recommended marketing strategies.
This paper aims to do a marketing audit for a detergent brand line called ARIEL. In terms of marketing audits, this paper focuses on both the internal and external business environments of ARIEL. For external environment analysis, this paper conducts a PESTLE analysis. For internal analysis, this paper conducts a SWOT analysis. For competitive analysis, this paper conducts Porter’s five forces analysis. The paper also describes ARIEL’S promotion strategy, pricing strategy, the strategy of place selection, etc. In this section, market segmentation, market positioning, and target markets are defined. Then, marketing strategies are defined and developed.
2.0 Company Overview
ARIEL is a well-known product line of laundry detergents made by Procter & Gamble Company. There were two people named James Gamble who was a candle maker and William Procter who was a soap maker who started their journey in 1837 of ARIEL. This company first started its business in America, but now it has been developing its business all over the world in over 180 countries. In 2019, the market capitalization of Ariel is nearly £197.45 billion, where it gained about £53.40 billion in revenue in 2018. This company has now over 95,000 workers (Ariel, 2019).
3.0 Marketing Audit
3.1 External environment analysis
Kotler et al. (2014) stated that PESTLE refers to the six major external factors of environment for organizations and companies, such as economic factors, political factors, technological factors, social factors, environmental factors, and legal factors.
Figure: PESTLE Analysis Tool Source: (Kotler et al., 2014)
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PEST Analysis of ARIEL
PESTLE framework analysis tool is one of the most effective analysis tools for assessing and evaluating the business external environment. It is not applicable to analyzing the business’s internal environment (Faisal, 2016). Many of the business strategies of ARIEL are developed based on the understanding of external business factors. PESTLE analysis helps ARIEL to identify the challenges faced in its external environment.
The political factor is a significant part of PESTLE analysis for the business external environment. This contains tax policy, rules, and regulations of government and the country’s political condition (Faisal, 2016). ARIEL needs to address a number of political factors. First, the increasing government supports for e-commerce can be both an opportunity and a threat to ARIEL. Second, ARIEL can take the opportunity of a stable government to take advantage of globalization. Third, ARIEL can take opportunities for government supports in terms of higher energy. However, high corporate tax (29%) imposed by the government is giving a hard time ARIEL to gain expected profit.
Economical factors greatly manipulate the business performance and activity. It contains the employment level of a country, market completion level, the fiscal and monetary policy of a country, and income level (Johnston, 2013). The disposable income of people in the UK is increasing that is creating more opportunities for ARIEL. Additionally, due to the Brexit issue, the UK currency and economy are fluctuating which is creating challenges for ARIEL.
The social factor is one of the other problems in the country for doing business. It contains potential customers, people, potential customer’s living standards, potential customer’s styles, customer’s levels of education, etc (Johnston, 2013). Changes in social factors affect ARIEL in case of customer buying behavior, changes in employment demands. Additionally, declining population growth in the UK is creating threats for ARIEL. However, increasing preference for healthful products and high-quality consumer goods are giving opportunities to ARIEL in terms of maximizing revenue and profits.
Technological factors influence business performances and activities. Modern and new technology requires developing product quality, different services for their potential customers, and making new and different product ranges (Johnston, 2013). The advancement of technological development is giving huge opportunities for ARIEL by increasing the online market, giving business automation, and efficiency in transportation. However, adopting new technologies in the ARIEL business is cost-effective and time-consuming. This is because skilled and experienced staff are needed for ARIEL along with effective training to use technologies. Additionally, some staffs in ARIEL face difficulties in using technologies that show high staff turnover.
Legal factors also influence ARIEL business performances and activities. It contains the law of customers, rules, and regulations, the country’s business rules which should be followed by ARIEL Company (Johnston, 2013). New rules and regulations such as environmental protection regulations, sustainability regulations, and health and safety regulations are creating threats for ARIEL. Additionally, consumer rights issues may create challenges for ARIEL. However, strict maintenance of rules and regulations can save ARIEL from any kind of compensation and finalities.
Environmental factors (such as floods, global warming, heavy rain, rough weather, and earthquake) have both negative and positive impacts on business performances (Johnston, 2013). Changing weather patterns and linked effects on farming along with the growing trend in forest conversation to oil palm plantations are creating threats for ARIEL. However, more opportunities for recyclable materials bring advantages for ARIEL to supports community and environment……………….