Amardeep-Assignment-884-3000Word-09December-AWR-12December-1884 (1)

MARKETING PLAN PRESENTATION FOR LENOR UNSTOPPABLES

Table of Contents 1. Company brief ............................................................................................................................. 3 2. PESTLE analysis (1) .................................................................................................................... 4 3. PESTLE analysis (2) .................................................................................................................... 5 4. PESTLE analysis (3) .................................................................................................................... 7 5. Competitor analysis ..................................................................................................................... 8 6. SWOT analysis (1) ....................................................................................................................... 9 7. SWOT analysis (2) ..................................................................................................................... 11 8. Segmentation, targeting, and positioning decisions (1) ............................................................. 12 9. Segmentation, targeting, and positioning decisions (2) ............................................................. 13 10. Segmentation, targeting, and positioning decisions (3) ........................................................... 14 11. Marketing objectives for the plan covering the next 2 years ................................................... 16 12. Marketing mix decisions (1) .................................................................................................... 17 13. Marketing mix decisions (2) .................................................................................................... 18 14. Marketing metrics to be used to measure the success of the plan ........................................... 19 15. Conclusion ............................................................................................................................... 20 Reference list ................................................................................................................................. 21 2

The company also aspires that consumers will reward P&G with value creation, leadership sales, and profit, thereby allowing people and communities along with company shareholders to live, work, and prosper. 2. PESTLE analysis (1) Political ● The United Kingdom is one of the “most powerful countries” around the World “ ● Corporate tax rate of the UK is 19% (Gov.uk, 2022) ● Brexit has created significant uncertainty in business considerations in the UK due to changes in rules and regulations (Feldmann and Morgan, 2021) ● Corruption Index the rank of the UK is 78 (Tradingeconomics.com, 2022) ” Economic ● Current GDP of the United Kingdom is €560 billion (Statista.com, 2022) “ ● As per assumption, GDP will grow by 1.7% in 2027 (Statista.com, 2022) ● GDP per capita is €8286 in 2022 (Statista.com, 2022) ● Amount of FDI in the country is 20013 GBP Million (Tradingeconomics.com, 2022) ● Inflation rate of the UK is 10.1% in 2022 (Statista.com, 2022) ” 4

(Source: Tradingeconomics.com, 2022) The fundamental purpose of this PESTLE analysis is to investigate the external environment within which P&G operates. The UK is a constitutional monarchy supervised by a unique “parliamentary system”. In terms of political environment, the country is identified to be stable and fair with a lot of exclusive business opportunities for companies operating within. The country possesses a strong “economic position” compared to other countries. The UK has a diverse economy and high GDP, though the pace of recovery from the “economic recession” is quite slow. 3. PESTLE analysis (2) Social ● In the UK, the rate of “health awareness” is high “ ● 99% is the Literacy rate in the UK (Countrymeters.info, 2022) ● Unemployment rate of the UK was 4.5% in 2021 (Statista.com, 2022) ” ● The country is densely populated with 64.1 million residents ● Free public services like NHS ● High “standard of living” ● “High” and “increasing” dependency ratio 5

4. PESTLE analysis (3) Legal ● The “Code of Corporate Governance” with the country is known to be robust and flexible ● Minimum rate of wages ● Consumer rights are protected through the “Consumer right act 2015” (Legislation.gov.uk, 2022) ● Employee rights are protected through the “Employment Rights Act 1996” Environmental ● The country is surrounded with a huge amount of natural resources ● The UK aims to reduce 30% of carbon emissions before 2030 (Source: Assets.publishing.service.gov.uk, 2022) 7

It has been identified that the country boasts of having strong “intellectual property laws”, though the reduction in “R&D expenditure” causes major concern. In the UK, the business legislation framework encourages different commercial activities, but “traditional liberties” are remaining under severe threat. However, the country has a strong “global influence” in terms of the country’s environmental issues, though a high rate of air pollution is causing a major concern. However, the UK is identified to be in a good position with regard to upcoming days due to its political stability, high social standards, relatively strong economy, and technological advances. All these factors suggest that the country is all set to keep on growing and advancing. 5. Competitor analysis Competitor Procter & Gamble Unilever Ecover Reckitt Benckiser Colgate- Palmolive Year of Establishmen t 1837 1929 1980 1823 1806 Type Public Public Private Public Public Tags Healthcare Manufacturin g & Industrial Manufacturin g & Industrial Retail Manufacturin g & Industrial Manufacturin g & Industrial Employees 106,000 (5% increase) 150,000 (2% decrease) 94 (13% increase ) 41,800 (4% decrease) 33,800 (1% decrease) Revenue (est.) $80.2b (FY, 2022) €52.4b (FY, 2021) N/A £13.2b (FY, 2021) (Statista.com, 2022) $17.4b (FY, 2021) Valuation ($) 358.6 billion 129.4 billion (Fidelity.co.uk, 2022) N/A 53.7 billion 64.9 billion 8

others ● Excellent R&D ● Excellent “financial performance” and high “gross profit margin” (Source: In.pg.com, 2022) According to the SWOT analysis, all P&G operations and activities are largely impacted by several internal forces. The company is identified to have a strong brand equity as it owns more than 300 brands and operates across 80 countries across the world. Moreover, the marketing and advertising strategies of P&G, its excellent R&D, steady financial performance, and effective management strategy enable it to strengthen its market position. On the contrary, the operations of P&G have been largely impacted as the company faced a huge financial loss due to the closure of P&G brands. In 2020, a “class action” lawsuit was filed against the company against the utilization of the word “Uptown” on a newly launched product named “SeeMe Uptown Beauty Cream”. It has impacted both the revenue and profit of P&G. 7. SWOT analysis (2) OPPORTUNITIES THREATS 10

● P&G can focus on rural markets and penetrate more in urban areas (Sun, 2022) ● In order to strengthen the brand, P&G can consider mergers and acquisitions ● The market demand for P&G products can be increased with increasing “purchasing power of people” ● The company can its “strong identity” and “powerful brands” for diversifying into more consumer goods ● Launch of new products ● Risk of foreign exchange ● Intense market competition among FMCG companies is affecting P&G’s market share ● Fierce competition from the drugstore, local, and unbranded products (Grünig et al., 2022) ● Strict rules and regulations ● The emergence of the global pandemic ● Fluctuating dollar prices, recessions, and global economic crises might affect the brand’s business operations (Source: In.pg.com, 2022) In terms of the study, several external factors are identified to impact the activities and operations of P&G. In order to increase its revenue and profit, the company can penetrate more in urban markers, focus on rural markets, shift dependence to broader customer segments, diversify its product range, and launch exclusive products. Moreover, the company can enhance its overall performance by negotiating several business and market threats efficiently. 11

9. Segmentation, targeting, and positioning decisions (2) Target Market ● Each and every household, particularly the middle, upper-middle, and upper class ● Consumers tend to spend a lot of money on “household cleaning products” (Pendse, 2018) ● People to whom “long-lasting freshness” of laundry is important ● Younger demographic population in the UK (Source: Pendse, 2018) The targeted customers of Lenor Unstoppables are urban and semi-urban people belonging to different social classes and economic groups in the UK. The company aims to target all non- users, regular users, and potential users living luxurious or casual lives. Additionally, P&G focuses more on the younger demographic population as well as other consumers who tend to spend a lot of money on “household cleaning products” and consider the “long-lasting freshness” of laundry important. 10. Segmentation, targeting, and positioning decisions (3) Positioning ● The products and services offered by P&G are used by customers for improving their lives 13

● Exclusive in-wash scent boosters to keep the freshness of laundry intact for longer ● Scent Bubbles and Color Guard technologies (Palmatier and Sridhar, 2020) ● Use of new “Lenor Softness Technology” for providing freshness and softness, thereby keeping clothes newer for longer ● Introduction of “Anti-Age3 technology” for protecting clothes from 3 dominant signs of aging: fading, stretching, and bobbling (Source: Self-developed) Here, the primary purpose of STP analysis is to attempt a thorough “segmentation study” as well as identify the “target consumers” in the “in-wash scent booster category” in the United Kingdom. P&G is identified to focus on different wants, requirements, locations, resources, buying attitudes, and purchasing patterns of customers. Based on the observations, the company can position its offerings exclusively in the low-price-good product segment. Therefore, the company’s positioning strategy mainly focuses on the key features of Lenor Unstoppables. In the 14

(Source: Self-developed) Since its launch in 2014, Lenor Unstoppables has struggled a lot to disintegrate the 10% penetration ceiling. The introduction of similar products like Comfort and PL from major competitors has enabled buyers to purchase these cheaper products. As a result, P&G failed to attract new buyers to the particular product category. Therefore, the company aims to be turned around by increasing the sales rate by 15% and breaking the 30% penetration ceiling within the upcoming 2 years. The company is aspiring to measure an effective “win in-store” strategy to impact consumers’ purchasing decisions and increase the sales of Lenor Unstoppables as 70% of purchasing decisions are made in stores. Here, the marketing strategy is identified to be associated with lower risk due to the selection of an existing product. 12. Marketing mix decisions (1) Product: The company includes beauty, grooming, health care, fabric & home care, baby, feminine & family care products in its product mix to focus on the most profitable product lines. The product strategy of P&G has enabled the company to maintain the quality of its offerings and increase customer loyalty. Pricing: P&G is continually trying to make their products more reasonable so that targeted customers can be influenced easily (Khoreva, 2019) Place: P&G has a plan that it will establish Lenor Unstoppables in the UK market by 2024. The product will be made recognizable so that 2 out of every 5 people can recognize the product in a random survey Promotion: The company will focus on a “win in-store” strategy along with a heavy “TV approach” and exclusive “video advertisements” to promote the product 16

(Source: Self-developed) In recent times, the consumer preference for high-quality products is gradually increasing as buyers are becoming aware of quality products and learning to appreciate “differences in quality”. The company will offer pricing discounts of up to 50% during the promotional period to increase sales by 40%. The company will also measure an effective “win in-store” strategy along with video ads to impact consumers’ purchasing decisions and increase the sales of Lenor Unstoppables as 70% of purchasing decisions are made in stores. 13. Marketing mix decisions (2) People: The company will provide employees with the necessary training in persuasive techniques and take customers’ opinions under consideration Process: P&G will ensure the easy availability of Lenor Unstoppables online, in retail stores, and in other distribution channels (Czinkota et al., 2021) Physical Evidence: P&G will consider an alternative packaging strategy to make Lenor Unstoppables “easily identifiable” on retail selves 17

(Source: Self-developed) In terms of the marketing plan, several metrics can be used to measure its success. “Cost per Lead (CPL)” will allow P&G to measure the cost-effectiveness of this plan in formulating new sales leads. “Marketing ROI” will help to calculate the revenue that is going to be generated through the plan. Additionally, the “Opportunity-to-Win Ratio” will provide P&G with an “easy- to-comprehend” value for identifying the plan’s success rate in converting “qualified leads” to “closed sales”. All these mentioned metrics will help P&G to identify which strategies are not working and which ones are, thereby enabling the company to adjust its efforts accordingly. 15. Conclusion ● An exclusive marketing plan has been presented to help P&G in achieving its objectives for Lenor Unstoppables ● Market trends, key opportunities, and competitive threats have been identified ● STP analysis has been done to segment the market, make targeting decisions, and position the product strategically ● Appropriate marketing objectives have been set and included in the marketing plan 19

(Source: Us.pg.com, 2022) It can be concluded from the above discussion that the presented marketing plan could help P&G to achieve its key objectives for Lenor Unstoppables. In order to develop the marketing plan conveniently, several internal and external have been analyzed. Therefore, appropriate marketing objectives have been set to achieve the “growth” of this particular product over the upcoming 2 years and suitable marketing mix decisions have been suggested. 20