Wilkinson Marketing Plan Analysis

This assignment focuses on analyzing the marketing strategies of Wilkinson. It delves into aspects like competitor analysis, understanding the market landscape, and developing evidence-based marketing plans. The analysis includes a SWOT framework, a fishbone diagram illustrating potential issues, and a breakdown of functional areas within a marketing department. A comprehensive marketing plan is also proposed for Wilkinson to enhance its success in the market.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 ...........................................................................................................................................1
( Source: Fish Bone Diagram, 2017).............................4
M1...........................................................................................................................................4
M2 ..........................................................................................................................................5
D1...........................................................................................................................................5
P2 ...........................................................................................................................................5
Different Department in an organisation.........................................................7
TASK 2............................................................................................................................................8
P3 ...........................................................................................................................................8
M3 ........................................................................................................................................10
D2.........................................................................................................................................10
M4 Evidence based Marketing Plans...................................................................................10
TASK 3..........................................................................................................................................11
P4..........................................................................................................................................11
........................................................................................................................................................14
........................................................................................................................................................14
........................................................................................................................................................15
........................................................................................................................................................15
........................................................................................................................................................16
........................................................................................................................................................16
CONCLUSION..............................................................................................................................18

INTRODUCTION
Marketing is defined as a process which is used to deliver a product from manufacturers
to final customers. Process of marketing includes advertising of goods, selling them, distribution
as well as market research for organisation. This report is being prepared for marketing essentials
in Wilkinson company (Asaduzzaman, Hossain and Rahman, 2014). This is a brand which is
related to razors and other different personal care. This company is also involved in producing
guns, typewriters, scissors as well as motorcycles. It was established in 19772 and this company
is owned by Edgewell Personal Care. This is a organisation which was first established in UK
and now has a world wide approach. It can be found in 12 to 15 countries approx.
this research report is consisting of marketing concepts as well as the roles and
responsibilities of marketing functions used in Wilkinson (Clow, and James, 2013). Pricing,
distribution and selling of products are some of important functions that are being done by
internal departments of this company such as research and development, human resource and
finance etc. A marketing strategy is also being formulated in this report. Pricing policies and
different 7Ps of marketing mix are also discussed and compare by other competitor companies.
TASK 1
P1
It is important for Wilkinson to achieve its long term objectives and goals that all
marketing functions should be operated in well manner. There are many functions operated by
company such as distribution, market research and deciding pricing methods etc. which are used
to maximising profits of company and get competitive advantage in market. These are done to
make products available to customers and satisfying their needs in an appropriate manner.
Following are some functions performed by Wilkinson:
Marketing information management: It is on of the most important function of
Wilkinson because this is done to assess the market demands. This is being done to make
analysis on market trend and evaluating that what are needs of customers and how they can be
fulfilled. It is important for an organisation to know the situation of their rivals or competitors in
market so that necessary steps can be taken to go ahead from these rivals and make their business
the best. By analysing whole market it will be easy for Wilkinson to achieve their goals and have
access on market. They can also satisfy demands of their customers. This function is helpful in:
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 Controlling and assessing market
 To develop market for products making new strategies
 Determining size of existing market and growth potential for company
 Altering and modifying products according to customer needs.
Wilkinson research team is involved in making research in UK as well as overseas
market because it's products are being sold in other countries also (Fox, and Wareham, 2012). It
makes plan according to needs of their existing customers and also make changes in their
products to increase customer base.
(Source: Marketing Functions, 2016)
Distribution: This function is performed by company to deliver their products to ultimate
customers with help of different distribution channels such as retailers, whole sellers and online
shopping websites. This activity is carried away to assure supply of products from manufacturers
to their consumers. It involves different other matters such as packaging and transportation of
these goods. Razors and other personal products manufactured by Wilkinson are also distributed
through different supermarkets, stores and retailers as well. Customers willing to purchase these
products can buy them from online shopping sites also. It has made their commodities global as
well. It is necessary for any organisation to design their distribution channel in such a manner
that their clients should not face problem in accessing these products.
Product: It is necessary for any company to design their products in such manner that
they can attract more customers. It is important to increase and maintain sales of any products
that these should be manufactured of good quality and should have features better that other
competing organisations(Getnet, Kedir and Yousuf, 2014). Wilkinson is also concerned about
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their product quality and features that's why they make modification and changes from time to
time in their products. It manufactures razors according to different skin types as well as
disposable versions also. It provides competitive advantage to company because if products are
designed according to consumer needs then it will automatically enhance customer base for
product.
Pricing: This function is performed by any company to decide prices of their products in
such manner that they prove to be affordable to customers and also increase revenues for
company. Pricing strategy of Wilkinson is also according to their customer efficiency to pay and
it also helps in maintaining and increasing profits of company. Prices of products manufactured
by Wilkinson are determined after making appropriate research on market and its customers. It
also make changes in pricing policies according to market situation from time to time (Hsu, Tsai
and Chu, 2014). Prices are decided after taking into consideration prices of similar products of
any other company. If there are same products in market of cheaper prices then customers will be
attracted towards those products. So it is important for company to operate this function with
more concentration and according to the worth of their products.
Promotion: Products those are manufactured and sold by any company are necessary to
be promoted so that customers can have knowledge about them. There are many different
methods of promoting products such as advertisements, posters, hoardings and blogs etc. these
can be used to make products popular. These functions attract customers to buy commodities.
Wilkinson also advertise their products through different modes. If there is any change in design
of any product or any new commodity is being introduced by company in market then this can be
helpful to provide knowledge of such changes to customers. It helps in increasing sales of
products and it publicise different features of such things.
Financing: Without this function any company can not operate or perform any other
functions. This is being conducted to raise funds to run any business from different financial
institutions and personal loans. To establish or perform any business activity there is always need
of capital and funds and these are arranged and managed by financing function of marketing. In
this function, need of funds is being assessed and after that sources of raising them are selected.
Wilkinson's finance team also perform these functions and arrange capital for day to day
transactions and other necessary expenses of company.
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These functions play a vital role for any organisation because these are key elements by
which company achieve its goals and accomplish a sustainable growth in economy as well.
( Source: Fish Bone Diagram, 2017)
Ishikawa diagrams are also called as the fish bone diagrams and they show the cause which are
linked with specific events. The main use of these diagrams are related with designing opf
products and removing all the defects and identify all the factors which are the main cause of all
these defects. Each reasons are based on the various between different process. These causes are
clarifies in one category so that their main causes can be easily identified
M1
The market environment is linked with making changes in those process which have been
adopted by organisations in order to build strong relations with their potential clients.
The classification of marketing environment is evaluated as:
Micro environment is having its operations in internal environment and they are focusing
in identifying all the elements which are affecting their business operations thus they cannot
serve their customers.
Meso environment: Firms are carrying out all business activeness in those areas which
are closer to industries.
Macro environment is executing all its activeness at national and international levels.
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Illustration 2:
Fish Bone Diagram

M2
The interrelations of marketing and various functional areas are evaluated as:
Marketing and selling: All functions of marketing are carried away for enhancing sales
of products because it is the last function of marketing. Once the market is been assessed and
demand is known then products should be made according them and after that they should be
ready for sale in market. Once the sale has been made that means money has arrived to company
and it has generated some profits as well. Right quality products should be sold at right prices so
that it can be able to satisfy customer needs. Wilkinson sells its products through different modes
and ensures that customers are satisfied.
D1
The elements which are related with functions of marketing are described as:
Planning: Various plans and policies are adopted in order top run all the business
activities in effective and planned ways. There should be sufficient funds so that activities can
carry out its operations in planned ways.
Research: It is an essential tool in order to identify trends of customers at market place.
Thus it helps in developing products according to choices of customers which can increase their
probability and sales ratios.
Strategy: It is a very useful tool in order to evaluate the present positioning of products at
the market place. This helps in executing all working in planned ways so as to achieve effective
results for business operations
P2
Marketing is used by any company to sell their products and all other activities done by
any company to enhance sales are a part of marketing. There are many departments in any
organisation and all are interrelated to marketing (Kennedy and Parsons, 2014). Functions of
marketing are used by an organisation in different segments such as research and development,
human resource and customer services. Without help of marketing these all departments can not
operate their functions. Following are description of functional areas of Wilkinson and how they
are related to marketing:
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(Source: Functional areas of Marketing, 2017)
Distribution: This department manage the function of delivering products of company to
its final customers by using different distribution modes such as through retailers or agents,
whole sellers or online sites (Khan and Adil 2013). This department is directly linked with one of
the marketing function named as distribution because steps take by any company to sell product
in market are considered as marketing functions. Hence it is proved that marketing is an essential
element for any business.
Human resources: These departments are linked with the marketing departments if the
selected firms wants to adopt any marketing campaign than they had to adopt effective
manpower who haver the potential to carry out all these activities in desired ways. Thus they had
to take help from the HR departments so that they can provide them employees who haver the
skills and capabilities to perform all the business operations in effective ways.
Research and development: This department is involved in inventing new products
according to market needs or innovating existing products after making research on different
commodities. Quality is rectified by this department of Wilkinson. Cited company has made
many changes in their existing products and has introduces many new improvised versions also
and it has been possible after making research on market and other marketing functions.
Marketing is a very important essential for any organisation and this process should be
performed with great efficiency.
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Illustration 3: Functional areas of
Marketing

Different Department in an organisation
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CEO
MM FM OPS HR RD
MAnager
Supervisior
Sales Rep.
Dealing staff Point of entry customer information

TASK 2
P3
7Ps of marketing mix explained:
Product: It is most important element of marketing mix because if a company is selling a
quality product then more customers will be attracted towards such company. It helps in raising
sales of company and then increasing profits (Nguyen and Simkin, 2012). Company having more
variety of products and good quality as well will help in making place in market and achieve
growth as well. So it is important that product of any company should be designed in such
manner that satisfy needs of customers.
Place: Place is referred as such site where all products are kept for sale. While deciding
location it is necessary that it should be available at such place that is easily accessible by
customers. If customers are able to purchase products easily then it will help in enhancing sale of
product.
Price: There are different methods of deciding prices of products and it is necessary for
them to select those price strategies which are both customer as well as company welfare
oriented. Prices must not be as much high that can not be afford by customers.
Promotion: It is necessary that products those are going to be sold should be promoted
and should be popular among population (Rudden, 2016). There are many different modes by
using which company can promote their products such as advertising them and use posters and
hoardings as well. If product is famous among general public then they will be moralised to
purchase them.
People: People those have interest in such organisation as like customers, employees etc.
are referred in this component. It is important that needs of customers should be satisfied and
such employees should be appointed by company which are hard working and work with their
full efficiency.
Position: It refers to market position of product of such organisation among all other
competitors (Clow and James, 2013). It defines that what are the qualities in such product that
differentiate them form competitor's products.
Process: This is a procedure that is used by an organisation in manufacturing products
and make them saleable in market. Every organisation selects a different process for their
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business but it is necessary that they select that process which is cost efficient and reduces
wastage.
Following is comparison between Wilkinson and its competitor Gillette regarding market
mix:
component Wilkinson Gillette
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1. Product
2. Place
3. People
4. Prices
5. Promotion
6. Position
7. Process
It has large range of products such as
razor, motorcycle, scissors and other
personal care products.
It has a wide range of stores in
different 12 countries.
It has a very large segment of
customers and it provides
employment to different people in
different countries.
Prices of their products are affordable
to customers and it also generates
good revenue yearly.
It has not made as much promotion
of it products as much Gillette has
done (Kennedy and Parsons, 2014). It
is necessary for company to make
their products more popular in
market.
It is one of the most popular and
leading brand in UK but still there
are some companies which have
better market range in its comparison.
Process followed by Wilkinson is
cost efficient and reduces wastage.
It is generally dealing in razor
blades.
It has worldwide market and a
great approach on all over the
globe.
It has larger and greater market of
customers as well as employees
because it is considered as best
company for razors.
Prices are comparatively higher
then products of Wilkinson so it
need to change its pricing
strategies.
Gillette is one of the most popular
company around the world. It has
promoted its products by using
advertisements on TV as well as
hoardings also.
This has a large and great market
coverage all over the world. It has
maintained a great position in
market of UK as well as overseas.
Gillette is using such processes
that are according to needs of
company.
M3
The tactics which can be applied at business organisation includes.
Customer service: Customer service has a direct connection with marketing because it is
related to resolving the issues arose regarding products of company. A research on market is
necessary to be made for servicing of customers. It is necessary for Wilkinson to made a deep
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analysis of market and needs of their customers so that these clients do not have to face any
problems regarding products. Necessary reasonable steps are being taken by cited company to
solve issues arising regarding their goods and services.
Finance: It is the most important department of every business organisations. They ahd
the major responsibilities to arrange funds to execute different activities at business places. If
there will be sufficient funds that it will help in increasing growth and development as the overall
productivity will increase and if they are not able to mange funds than there operations will fails
and they will not able to gain success in their business.
D2
Marketing plans as a set of action which is used to rise sales of product in market. A
great market plans helps a company in achieving better results and profits as well as helps in
making goo strategies regarding business. If helps the company to analyse all the funds which
are available with business in order to achieve effective results thus business operations will not
be affected. These plans are used in order to develop plans and strategies in order to achieve for
business activities.
M4 Evidence based Marketing Plans
The evidence of marketing plans include
Competitors: There are many rivals in market for Wilkinson and it is necessary before
making any marketing strategy that these rivals should be analysed appropriately. So that
competitive advantage can be achieved by their organisation.
Nature of market: It helps in identifying market situation for company that whether it
can survive or not and how can it achieve growth in existing market. It is important for
Wilkinson to find out the market condition n different factors that can effect company.
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TASK 3
P4
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CONCLUSION
Market plans and strategies are made by company after considering all market mix tools
and 7Ps. A marketing plan has also be made during this research for Wilkinson. That can lead
them to achieve great success in market.
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