Marketing Strategy

Harvard, 3500 Words

Executive Summary

Marketing is regarded as an integral part of any business. It can be defined as creating value for customers by offering need satisfying products and services and recapturing value from customers in return in the form of customer loyalty and customer equity. This report evaluates marketing strategy of Persil, a detergent brand owned by both Henkel AG of Germany and Unilever UK. The first part of the report presents situational analysis by using such tools as PESTEL and SWOT. This segment also discusses the differential advantage of the brand by discussing its USP. The last part of the report evaluates current marketing strategy of the brand by discussing the marketing tools that Persil uses.

At the second part of the report, STP of Persil has been presented by analysing available data about the brand.  The findings have been presented by using relevant pictures and graphs. At last segment of this part relevant recommendations have been made to further improve marketing functions of the brand using SMART goal setting tool. Later changes in the marketing mix of the brand that are to be made as part of implementing the goals and objectives have been presented.



Table of Contents


1        Part 1

1.1       Situational analysis

1.1.1        PESTEL analysis

1.1.2        SWOT analysis

1.2       Differential advantages

1.2.1        Unique Selling Proposition (USP)

1.3       Evaluation of current marketing strategy

2        Part 2

2.1       STP of Persil

2.1.1        Segmentation

2.1.2        Targeting

2.1.3        Positioning

2.2       Recommendations

2.3       Change in 4Ps






List of figures and tables

Figure 1: Persil logo, Source: (Mazze & Thorelli, 2010). 5

Figure 2: Persil marketing strategy, Source: (Mullin, 2006). 6

Figure 3: Targeting strategy of Persil, Source: Self-made. 9

Figure 4: Positioning map of Persil, Source: (Johnson & Bell, 2011). 10

Figure 5: 4Ps of marketing, Source: (Cadogan, 2009). 12




Marketing in the modern time is regarded as an indispensable part of any product. Marketing is the prime tool through which market offering and related information is communicated with the target customers. The prime motive of marketing is to attain customer satisfaction by offering product and service that can satisfy customer needs by adding value. In the course of doing so companies make profit. Based on the above discussion marketing can be defined as the set of activities that seeks to gain customer satisfaction by offering need satisfying products and services (Alexis, 2005).  Modern marketing also seeks to retain the profitable customers and build customer loyalty and customer equity. The set of activities that marketers apply to achieve present marketing objectives and goals is called marketing strategy. This report discusses about marketing strategy of a renowned detergent brand in UK named, Persil. It is a popular laundry detergent brand that was originally developed by Henkel AG, a German company but now is licensed to Unilever for manufacture, distribution and marketing (Persil, 2015). Unilever uses its own Persil formula and sells it in several European, Latin American and Asian markets. It acquired right to the brand in 1931 (Persil, 2015). Unilever markets Persil as a reliable and deep cleanliness detergent brand throughout UK and the brand has got enormous popularity among its target customers. It is marketed as the premium Unilever detergent brand in UK and Ireland. Under Persil brand a range of products are produced and marketed which include Persil laundry capsule and mighty and small laundry liquid etc. The first part of this report will discuss current marketing strategy and capability of the brand with tools like PESTEL, SWOT etc. It will also assess USP and current marketing strategy of the brand. The second portion of the report will evaluate STP and marketing mix of the brand followed by recommendation to improve marketing functions based on the discussion of this report.