program title higher nationals in business unit title integrated marketing communication

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UNIT TITLE: Unit 1: Integrated Marketing Communication

ASSIGNMENT NAME: Assignment 2SUBMISSION DATE: 25 Sep 2023DATE RECEIVED: 22 Oct 2023

TUTORIAL LECTURER: Pham Xuan HungWORD COUNT: 2280

STUDENT NAME: Nguyen Thi Minh PhuongSTUDENT ID: BKC13285

MOBILE NUMBER: 0982461300

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I, INTRODUCE THE COMPANY...5II, BRIEFLY EXPLAIN THE MARKETING STRATEGY OF THE MARKETING

COMMUNICATIONS PLAN...5III. BRIEFLY INTRODUCE THE MARKETING COMMUNICATIONS PLAN...6IV, BRIEFLY EXPLAIN COMMUNICATION OBJECTIVES OF THE MARKETING

COMMUNICATIONS PLAN...7V, EXPLAIN THE MARKETING CHANNELS IN THE PLAN AND CRITICALLY COMPARE HOW THEY SERVE THE COMMUNICATION OBJECTIVES AS PART OF A MARKETING STRATEGY...8VI, CRITICALLY EXPLAIN HOW THE MARKETING CHANNELS ARE INTEGRATED AS PART OF THE UPPER MARKETING STRATEGY...9VII, PROVIDE JUSTIFIED RECOMMENDATIONS FOR ADDING VALUE AND MAXIMIZINGRESOURCES TO SERVE COMMUNICATION OBJECTIVES IN THE PLAN...12VIII, RECOMMEND METHODS FOR MONITORING THE MARKETING

COMMUNICATIONS PLAN LINKED TO THE UPPER MARKETING STRATEGY...13XI, PROVIDE JUSTIFIED RECOMMENDATIONS FOR IMPROVING THE MARKETING COMMUNICATIONS PLAN TO MAXIMIZE REVENUE AND SUCCESSFULLY MEET BOTH COMMUNICATION AND BUSINESS OBJECTIVES...14References...15

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I, INTRODUCE THE COMPANY.

Unilever is one of the leading global companies in everyday consumer products, includingpersonal care, home care, food, and beverages. It operates in over 190 countries and owns over400 well-known brands such as Omo, Dove, Knorr, Lipton, Rexona, and Sunlight. Unilever aimsto become a sustainable world-leading company and make a positive difference to society andthe environment. The establishment of Unilever Vietnam in 1995 was a part of its overallstrategy. Unilever Vietnam is essentially a combination of three separate companies: LeverVietnam Joint Venture based in Hanoi, Elida P/S in Ho Chi Minh City, and Best Food Companyalso located in Ho Chi Minh City. Unilever Vietnam currently has five factories in Hanoi, CuChi, Thu Duc, and Bien Hoa Industrial Zone. The company has a nationwide distributionnetwork through over 350 major distributors and more than 150,000 retail stores. It is currentlyexperiencing a growth rate of approximately 35-40% and employs over 2,000 staff members.Additionally, the company collaborates with numerous local manufacturing plants in outsourcingproduction activities and supplying raw materials and packaging.[CITATION Mía23 \l 1033 ]II, BRIEFLY EXPLAIN THE MARKETING STRATEGY OF THE MARKETING COMMUNICATIONS PLAN.

Unilever always conducts market research and analysis to understand the needs, desires, andtrends of consumers. Based on that, Unilever develops products and services tailored to eachcustomer segment, from premium to mass market, from urban to rural areas. Unilever alsoleverages its competitive advantages in terms of scale, brand, distribution network, andinnovation capabilities to capture market share and increase revenue. Additionally, Unilever iscommitted to creating sustainable value for the community and the environment through sociallyresponsible business activities. Unilever aims to minimize negative impacts and enhance positiveimpacts on the health, safety, and happiness of consumers, employees, partners, and society.

Unilever's marketing communication plan is part of the company's global marketing strategy,aimed at building brand recognition, enhancing customer relationships, increasing core value,

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mouth marketing, event marketing, and public relations.

Unilever's marketing strategy for its marketing communication plan is based on the concept of"Crafting Brands for Life," which aims to create brands that bring value to customers' lives. Thisstrategy emphasizes understanding the needs, desires, and behaviors of customers to provideinnovative and relevant solutions. It also leverages the power of digital and social mediachannels to enhance interaction and engagement with customers. One notable marketingcommunication strategy of Unilever based on the "Crafting Brands for Life" concept is thestrategy for the product "Sunlight for Men" dishwashing liquid.[ CITATION Mía23 \l 1033 ]

III. BRIEFLY INTRODUCE THE MARKETING COMMUNICATIONS PLAN.

"Sunlight for Men" dishwashing liquid is a product specifically designed for the male targetaudience, aiming to assert their masculinity and confidence in caring for their families. Themarketing communication campaign for this product is based on the real needs of customers,who are modern, responsible men who care for their wives and children. The campaign willfocus on conveying the message that dishwashing is not just a task for women but also a way formen to show care and support for their loved ones. Additionally, the campaign will highlight theprominent features of the product, such as its effective cleaning power, hand protection, andproviding a masculine fragrance for the user.[ CITATION Bra21 \l 1033 ]

The steps in the marketing communication plan for "Sunlight For Men" dishwashingliquid are as follows:

Step 1: Define communication objectives, which are the desired outcomes the company aims toachieve through marketing communication activities.

Step 2: Conduct market and customer analysis, researching and understanding the needs, desires,behaviors, and attitudes of customers towards the company's products and services.

Step 3: Select communication strategies that determine how to convey the message and create an

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Step 4: Design the message and communication content, creating compelling, consistent, clear,and impressive messages that are suitable for different customer groups and communicationchannels. Sunlight has chosen the message "Household chores are not for anyone in particular"throughout the strategy to emphasize that household chores belong to all family members,including men who know how to share, and not just women.

This approach will help women appreciate and support Sunlight because it encourages men andtheir family members to understand and share household chores.

Step 5: Select channels and media, which means choosing the channels and media to distributethe message and communication content to customers. Unilever-Sunlight has used channels suchas online advertising, social media, events, indirect communication, and direct communication.

Step 6: Determine the budget and allocate resources, which is an important step to ensure theeffectiveness and efficiency of marketing communication activities. Unilever-Sunlight hasdetermined its marketing communication budget based on factors such as communicationobjectives, communication channels, media, market, and customers. They have also allocatedresources to relevant departments and units to execute marketing communication activitieseffectively and cohesively.[ CITATION Bra21 \l 1033 ]

IV, BRIEFLY EXPLAIN COMMUNICATION OBJECTIVES OF THE MARKETING COMMUNICATIONS PLAN.

The marketing communication plan for "Sunlight for Men" dishwashing liquid is focused onincreasing brand awareness of Sunlight and gaining the favor of women by conveying themessage that household chores are not exclusive to women. The communication plan aims tobuild the Sunlight brand in the hearts of women. This plan includes expanding the market,creating products that cater to customer needs, and increasing sales volume. Customersatisfaction is prioritized through advertising strategies and valuable content. Monitoring trends

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minds of customers, so that whenever dishwashing is mentioned, customers will immediatelythink of Sunlight.

V, EXPLAIN THE MARKETING CHANNELS IN THE PLAN AND CRITICALLY COMPARE HOW THEY SERVE THE COMMUNICATION OBJECTIVES AS PART OF A MARKETING STRATEGY.

The marketing channels in Unilever's plan for Sunlight include mass media, online media, of-sale communication, and outdoor advertising. Each channel has its own advantages anddisadvantages, but they all aim to increase awareness and drive the purchasing behavior ofpotential customers.

point-- Mass media: This is the largest and most influential marketing channel that helps Unileverenhance customer awareness and trust in its brand and products. Unilever uses this channel toadvertise through mass media outlets such as newspapers, radio, and television, including TVcommercials, sponsored programs, or features to convey the message that "household chores arenot exclusive to anyone" and emphasize that dishwashing is not solely a woman's task. This isalso a channel where Unilever must comply with various regulations and standards compared toother marketing channels.

- Online media: It is a modern and flexible marketing channel to increase interaction andengagement with customers. Unilever uses online marketing tools such as websites, socialmedia, videos, blogs, podcasts, emails, Facebook, TikTok, Instagram, etc., and mobileapplications to provide information, entertainment, education, and promotions to customers.Online marketing helps Unilever create personalized and diverse experiences for customers, aswell as collect data and feedback from customers regarding the "Sunlight for Men" dishwashingcampaign to improve products and services.[ CITATION Sun18 \l 1033 ][ CITATION Bra21 \l1033 ]

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- Point-of-sale communication: This channel helps Unilever directly communicate withcustomers through mediums such as direct sales points in supermarkets or malls, as well asflyers, brochures, standees, posters, or LCD screens to attract customer attention. This channelhelps Unilever gather customer information, increase their recognition and trust, and encouragethem to make purchases or participate in activities related to the "Sunlight for Men" dishwashingcampaign. However, this channel also has drawbacks such as being time-consuming and labor-intensive, adhering to customer privacy and security regulations, and potentially causingannoyance or inconvenience to customers.

- Outdoor advertising: It is a marketing channel that has the ability to create strong and lasting impressions with customers, helping Unilever-Sunlight build an image as a qualityconsumer product provider and generate enduring value. Unilever uses this channel to advertiseon billboards, posters, buses, or public locations, aiming to create a strong and impressive brandimage and promote its products and services to customers at strategic locations. However, this isalso the most costly channel, requiring careful planning and budgeting.

long-VI, CRITICALLY EXPLAIN HOW THE MARKETING CHANNELS ARE INTEGRATED AS PART OF THE UPPER MARKETING STRATEGY.

The above marketing channels are integrated with each other in the marketing strategy ofUnilever-Sunlight, which is a multi-channel strategy. This strategy allows Unilever to reachdifferent target customers at different stages of the buying process. It helps create consistencyand linkage between messages and marketing actions across different channels to enhance brandeffectiveness and memorability.

Mass media: Unilever-Sunlight utilizes mass media outlets such as newspapers, radio, andtelevision to promote the brand image and message, creating trust and credibility amongcustomers. Unilever-Sunlight has used TV channels such as VTV and VTC to broadcast theiradvertisements with the intended message.

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Online media: Unilever-Sunlight uses online platforms such as the official website and socialmedia to convey messages and interact with customers. In fact, the Sunlight for Men campaignhas been heavily promoted on three main platforms: Facebook, YouTube, and TikTok, with theshared message of "household chores are not exclusive to anyone" and "men have a place in thekitchen." Sunlight for Men has gained momentum by creating challenges on Facebook, TikTok,and attracting the participation and support of key opinion leaders (KOLs), key opinionconsumers (KOCs), and celebrities in general. This helps imprint the Sunlight for Men campaignin the minds of customers step by step.[ CITATION Bra21 \l 1033 ][ CITATION Thu21 \l 1033 ]

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"Sunlight for Men - Washing dishes is no longer a nightmare," "Sunlight for Men - Gives youconfidence and strength," "Sunlight for Men - The epitome of masculinity," etc.

- Organizing promotional programs, giveaways, lucky draws, and other interactive activities tostimulate customer purchasing demand. Offering complimentary Sunlight for Men product withthe purchase of other Unilever products worth 100,000 VND or more.

- Training and supporting sales staff to professionally and friendly advise and introduce theproduct to customers.

Thanks to these communication campaigns, Unilever's Sunlight for Men dishwashing liquid hasattracted the interest and favor of many consumers, especially men. This product has played arole in changing the perception that dishwashing is solely a woman's task and encourages men toactively and happily participate in household chores.[ CITATION Bra21 \l 1033 ]

VII, PROVIDE JUSTIFIED RECOMMENDATIONS FOR ADDING VALUE AND MAXIMIZING RESOURCES TO SERVE COMMUNICATION OBJECTIVES IN THE PLAN.

Appropriate proposals to help Unilever increase value and maximize resources are:

The first proposal is to focus on potential markets with high demand for Unilever's products,such as Asia, Africa, and the Middle East. Additionally, Unilever should strive to build andmaintain good relationships with business partners, including distributors, retailers, and non-governmental organizations in these promising regions to generate support and trust forUnilever's products.

The second proposal is to enhance research and development of new products that meet theneeds and preferences of customers in different markets. Unilever can leverage its expertise,technology, and human resources to create unique, high-quality, and environmentally friendlyproducts.

The third proposal is to optimize the production and distribution processes to reduce costs, save

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The final proposal is to implement an effective marketing communication campaign based onUnilever's marketing communication plan. This campaign will help the company build a strongbrand identity, strengthen relationships with current and potential customers, enhance the corevalue of products and services, and gain a competitive advantage over competitors. To executethis campaign, the company needs to identify objectives, target audience, messages, channels,media, budget, and methods to evaluate effectiveness. The company should also leverage modernmarketing tools and techniques, such as social media, content marketing, email, video, podcasts,blogs, etc., to attract and retain customer attention. The marketing communication campaign isan integral part of the company's global marketing strategy and should be executed in a planned,purposeful, and closely linked manner with other company activities.

VIII, RECOMMEND METHODS FOR MONITORING THE MARKETING COMMUNICATIONS PLAN LINKED TO THE UPPER MARKETING STRATEGY. Here are the proposed solutions for monitoring the marketing communication plan of Unilever-Sunlight for the "Sunlight for men" campaign:

Establish a monitoring and evaluation system: Unilever should establish a detailed monitoringand evaluation system to track the effectiveness of marketing communication activities for the"Sunlight for men" campaign. This may involve using data analytics tools, monitoring customerengagement on social media channels, and measuring key performance indicators such as salesgrowth, brand recognition enhancement, and customer interaction.

Identify key metrics: Unilever needs to identify key metrics to measure the effectiveness of themarketing communication plan. These metrics may include social media interaction rates(Facebook, TikTok, YouTube, etc.) to gauge customer reactions to the "Sunlight for men"campaign. This will help Unilever identify solutions to increase website traffic, boost sales, orenhance brand recognition.

Harness technology: Unilever can leverage modern technology to monitor the marketing

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