Module Code/Title
CB944 Marketing Analysis and Planning
Seminar Group
Student Surname
KHARE
Student First Name
OJASVI
Login
OK95
Student number
17903153
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MARKETING COMMUNICATION
PLAN FOR UNIGLOVES
CB944
Marketing Analysis and Planning
Contents
Executive Summary ……………………………………………………………………………………………………………….. 3
Business Mission …………………………………………………………………………………………………………………… 3
External Audit ……………………………………………………………………………………………………………………….. 4
Porter’s Five Forces ……………………………………………………………………………………………………………….. 5
SWOT Analysis …………………………………………………………………………………………………………………….. 6
Strategic Analysis ………………………………………………………………………………………………………………….. 7
Existing Marketing Mix ………………………………………………………………………………………………………….. 7
Marketing objectives ………………………………………………………………………………………………………………. 8
Communication plan ………………………………………………………………………………………………………………. 9
Evaluation …………………………………………………………………………………………………………………………… 18
References …………………………………………………………………………………………………………………………… 20
Executive Summary
In keeping with the goals of Unigloves’ strategic plan, it is essential that marketing
communication efforts are focused on end-user segment. The plan has taken into consideration
the single-use glove industry in UK and identifies key opportunities for Unigloves. The
following models of analyses have been adopted:
• PESTEL analysis: to study macro environment
• Porters five forces: understand where the power lies in a competitive environment
• Anshoff’s matrix: to get clarity on strategic objectives
• SWOT: to access factors influencing the business.
The communication plan aims to achieve 350 end-user leads in Automotive and Food industry
by investing £ 100,000 over a period of 12 months in FY 2018. The different target segments
and communication channels used are LinkedIn, print advertising in B2B magazines,
participation in tradeshows, and website improvements.
Business Mission
Unigloves is a market-leading manufacturer and distributor of high quality, single-use gloves.
Company’s guiding principle is “SAFETY THROUGH QUALITY” which signifies group
company’s vision
“To promote infection control through periodic awareness, Develop a safe and healthy
community through availability and good spread of infection control products. Establish a
leading brand in the marketplace -Become known for quality, ethics and Customer Service
Relations – CSR. (Unigloves, 2017)1.
External Audit
No
Objective
Segment
Target Group
Channels
6
To generate
50 (qualified)
end-user
leads
Food &
Beverages;
Food
Production
Job titles:
Operations Manager, Production Manager,
Director Operations, Procurement
Specialist, Sourcing Specialist,
Procurement Officer, Purchase Manager,
Strategic Purchaser, Purchase Analyst,
Project
Purchaser, Senior Purchaser, Sourcing
Manager, Sourcing Specialist, Strategic
Sourcing Manager
Estimated audience: 8000+ (in UK)
Online:
LinkedIn
InMails
7
To generate
75 (qualified)
end user
leads
Food &
Beverages;
Food
production
Job Functions:
Operations, Purchasing, Quality
Assurance, Research
Estimated target audience: 130,000+ (In
UK)
Online:
LinkedIn Text
Ads
8
Brand
Awareness
Food &
Beverages;
Food
production
Job Functions:
Operations, Purchasing, Quality
Assurance, Research
Estimated target audience: 130,000+ (In
UK)
Online:
LinkedIn
Sponsored
Content
9
Website
improvement
All sectors
Download
Technical
Specification
brochures
Common positioning
Unigloves will be positioned based on functionality – protection for all employees involved in
manufacturing who require single-use glove.
