Unit 2: Marketing Essentials Assignment Solution

Human Resource Management Institute (HRMI)
Pearson BTEC Level 05 HND in Business
HRM / Management / Marketing / Operations Management / Accounting and Finance
Unit No/Title: Unit 2/ Marketing Essentials (REDO)
Assignment No: 1/1
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Date Set: 07th February 2021 Due Date: 09th June
2021
1st Late Submission – 23rd June 2021 2nd Late Submission – 7th
July 2021
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Pearson BTEC Level 5 HND in Business - Management / HRM
Unit 2: Marketing Essentials
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Unit No/Title: Unit 2/ Marketing Essentials
Assignment No: 1/1
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Pearson BTEC Level 5 HND in Business - Management / HRM
Unit 2: Marketing Essentials
This document is to provide the feedback on student academic success.
This document is not a result sheet.

1. Introduction to the concept of marketing, including current
and future trends.
Keells
Keells, also known as Jaykay Marketing Services (Pvt) Ltd, is a Sri Lankan supermarket
chain owned by the John Keells Group, the country's largest publicly traded conglomerate. It
is one of Sri Lanka's three biggest retail chains. Keells first opened its doors in Liberty Plaza
in 1991, promising to offer the freshest items to Sri Lankan shoppers. It operates 106
supermarkets throughout the country as a subsidiary of the John Keells Group. With the
mission of "improving the quality of life for the nation," Keells has received numerous awards
for its efforts to improve the shopping experience for customers.
In 2017, Keells (then Keells Super) introduced a new store with a fresh look and feel, and in
2018 relaunched their brand name as Keells and the store design in line with their ambition
to improve the nation's quality of life by offering creative shopping experiences through
quality food and fresh produce at the right price to their customers.
Keells was the first supermarket in Sri Lanka to introduce an online grocery store model,
enabling consumers to shop online and pick up their groceries or get them delivered to their
homes. Nexus, Keell's own loyalty network, offers consumers discounts on daily necessities.
Keells also has an own-label range of nearly 300 products spanning grocery, home, and
beverage categories, as well as Organic and Free From product lines.
Fresh produce comes from eight collection centers throughout the country, all of which
support local farmers and growers. The dry goods are distributed to the stores through a
central distribution center. Keells also operates a Retail Academy, which educates its 5000+
team members on retail procedures and processes. The academy also has an online
training center with all of the training modules available for easy access by the teams.
And the new face of the Keells have being taken towards the sustainability. Keells makes a
pledge to eliminate single-use plastics in-store, a first in the Sri Lankan retail industry. By
2025, Keells plans to eliminate single-use plastic bags and supermarket single-use
packaging for fresh food by 50%. Keells also encourages consumers to carry their own
containers while buying seafood, poultry, and bakery products, and rewards them by giving
them a Rs.4 discount for doing so. Over 55 stores have solar panels installed to produce
electricity using renewable energy sources.(Keellssuper, 2020)
Page 03 of 08
Pearson BTEC Level 5 HND in Business - Management / HRM
Unit 2: Marketing Essentials
This document is to provide the feedback on student academic success.
This document is not a result sheet.

Definition of Marketing
“The science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit,” says Philip Kotler. Unfulfilled goals and desires are identified via
marketing. It defines, measures, and quantifies the size and profit potential of the identified
market. It determines which segments the organization is most suited to serve and designs
and promotes the relevant products and services.
What is Marketing?
Marketing is the process of attracting customers to your company's product or service. This
is accomplished by market research, analysis, and comprehension of your potential
customer's interests. Marketing encompasses all areas of a company's operations, including
product development, distribution techniques, sales, and advertising. (Twin, 2020).
Current and Future trends
Online performance marketing
Online-performance marketing is a cost-per-action-based marketing strategy that is far
broader in scope than traditional advertisements. Only by evaluating brand awareness and
efficacy can one determine the effectiveness of online advertisements. The market is
changing, with newspaper prints and other resources being displaced by social media, which
they employ for market brand recognition rather than online trends. For example, the use of
the internet and technology is exploding these days, and the surfing network is expanding.
The goal of online-performance marketing is to spread advertising all over the world (Bagul,
2017).
E Marketing Tools Application Keells super
The electronic techniques and materials employed by people engaged in the promotion of
goods and services. Most businesses that need to sell their goods or services to the general
public will employ a variety of marketing strategies.
Digital Marketing
Page 04 of 08
Pearson BTEC Level 5 HND in Business - Management / HRM
Unit 2: Marketing Essentials
This document is to provide the feedback on student academic success.
This document is not a result sheet.