In this assignment, a marketing audit and marketing plan have been prepared for a detergent brand. The name of the brand is ARIEL. This paper has been developed two types of audits. One is an internal audit and another is an external audit. In the case of external audits, PESTLE analysis has been used. In the case of internal audit, SWOT analysis has been applied. This assignment also has focused on the overall performance of the brand and also identified the market condition of the firm. This study also focuses on the competitive edge (STP) and competitive performance of the detergent company. In the second part of the study, this study has mentioned the strategies of marketing and the process of implementing strategies. In the last stage, this study has mentioned some recommendations to ARIEL on the use of the marketing mix model.
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 ARIEL.
1.6 Competitive performance of ARIEL.
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 ARIEL brand.
2.1.3 Positioning for ARIEL brand.
2.1.4 STP Analysis of ARIEL’s ARIEL brand.
2.2 Marketing objectives for Ariel brand.
2.3. Recommended marketing strategies.
This assignment does a marketing audit for developing a marketing plan for a detergent brand in the UK. The name of the brand is ARIEL. The first section of the paper consists of a marketing audit and the second section includes a marketing plan of the ARIEL. In the case of a marketing audit, this paper develops two types of audits. One is an internal audit and another is an external audit. PESTLE analysis and SWOT analysis has been applied for external and internal audit respectively. This paper also evaluates the market position of the ARIEL by analyzing the competitive edge (USP). By analyzing the USP, the overall performance of the ARIEL brand has been focused very effectively and efficiently (Faisal, 2016). The competitive position of the ARIEL brand also has mentioned in this study. Lastly, this paper has been given details of the 4P marketing mix to develop the product of the ARIEL, pricing strategy, promotion strategy, and place selection strategy of ARIEL.
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1.1 Company Overview
In the UK, Procter and Gamble (ARIEL) are one of the largest as well as famous detergent firms. It was started its journey in 1837 by William Procter (who was a candle maker) and James Gamble (who was a soap maker). Firstly, this firm started its journey in America but now it has done business in most countries all over the world at least 180 countries. The main products of the company are related to fabric and home care, health care, beauty and grooming, pet food, and baby and family care. ARIEL has approximately 100 brands and the number of workers is more than 135,000. ARIEL has maintained good profitability and liquidity in the market. Among its 100 brands, 26 brands made £.78 billion profit within a year (Annual Report-2016). ARIEL detergent, Always detergent, Pampers, Bounty, Crest, Downy, Gillette, Pantene, and Olay are the main products of ARIEL. In 2015, the selling amount of ARIEL was £2.3 billion (Ariel, 2016).
1.3 Situational analysis
1.3.1 PESTLE Analysis
According to Kotler et al. (2014), the term PESTLE refers to six external environmental factors for businesses including political factors, economic factors, social factors, technological factors, legal factors, and environmental factors.
Figure: PESTLE Analysis Tool Source: (Kotler et al., 2014)
It is no doubt that the PESTLE tool is the most effective tool for analyzing the external environment of business but not for the internal environment of business (Faisal, 2016).
PEST Analysis of ARIEL
The political factor is one of the important factors of the external environment of the firm. It includes the government rules and regulations, tax policy, and political situation of a country (Faisal, 2016). Since ARIEL has been done their business not only domestically but also internationally (180 countries), ARIEL concerns about the government rules and regulations, and political situation of their operating country……………………..