Marketing Essentials Report: Airdri's Marketing Strategies and Plan

This report examines the marketing essentials of Airdri, a world leader in hand dryer development. It begins by defining the key roles and responsibilities of the marketing function, including market research, planning, physical distribution, and product development. The report then analyzes these roles within the context of the marketing environment and the wider organizational context, highlighting the significance of interrelationships with other functional units such as finance, human resources, production, and IT. The core of the report focuses on the application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) by Airdri and other companies to achieve business objectives. It also includes the development and evaluation of a basic marketing plan, culminating in a strategic marketing plan for Airdri. The report provides a critical analysis of these elements, supported by relevant marketing theories and models, to demonstrate how Airdri can optimize its marketing strategies and achieve its business goals.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Key Roles and responsibilities of marketing function...........................................................1
M1 Roles and responsibilities of marketing in the context of the marketing environment. . .3
Roles and responsibilities of marketing related to the wider organisational context.............3
M2 Significance of interrelationship between marketing and other functional units of an
organisation............................................................................................................................4
D1 Critically analyse and determine the key elements of marketing function.......................5
TASK 2............................................................................................................................................5
P3 Different organisation apply marketing mix to the marketing planning process to attain
business objectives.................................................................................................................5
M3 Different tactics applied by organisation to demonstrate how business objectives have
been achieved.........................................................................................................................9
TASK 3............................................................................................................................................9
P4 Develop and evaluate a basic marketing plan...................................................................9
M4 Detailed coherent evidence based marketing plan.........................................................12
D2 Strategic marketing plan.................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In fast and changing environment, Marketing is defined as an major function for every
type of organisation in order to support of promotion, selling goods and services produced
(Allen, 2016) . There are involving understand of market place, demands of consumer, Building
profitable relations, customer driven market strategy as well as arrange quality of products
among customers. In current time the awareness regarding to marketing essentials too high
which can around the world. It is consider as management process which can identify the
accurate methods and techniques to spread out business as well attract to customers. To
understanding the concept of report selected organisation Airdri, Which is a world leader in hand
dryer development. They are designing products to provide comfort and know their reliability as
well as ease services. In the report consist of role of marketing and interrelates with other
functional units of an organisation, elements of marketing mix to attain overall business
objectives. Apart from determine different tactics which can apply to acquire business objectives.
Beside from develop and analysis of marketing plan regarding to business.
TASK 1
Key Roles and responsibilities of marketing function
In present time, marketing is considering as significant function where selling goods as
per the requirement and meet with customer expectations. The main aim of the marketing to
selling and purchase of goods from manufacturer to customer in a way that analysing the needs
and wants of customer. Marketing function can be defined as a role where observe to a company
and identify their sources which can influence to market and then helps in promotion. The
function of marketing carry out several responsibilities of business, these are become reason of
success of a company. These function involves strategic management, market research and many
things and have different roles to promote growth in the business organization. There are defined
roles and responsibilities of marketing function -
Collect and analysing of market information - It is considering as significant function
of marketing which can collect and analysing the information on the basis of market activities. It
is important to evaluate the requirements of consumer regarding to different products. Therefore,
the responsibilities of Airdri to collect information regarding those products which can sold by
them in market. They can gather data to know needs, wants and demands of the customer and
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then analysing these information as per the organization perspectives. These information has
been used to prepare effective marketing strategy. Through analysis know internal strength and
weakness of the organization.
Marketing planning – It is generally focus on marketing goals and objectives regarding
to an organisation. In goals involves raise the presence into market, dominate the market,
maximise market share and so on. In reference to Airdri, marketing function conduct different
types of plan which can help to increase of level of manufacturing, sales as well as in promotion
(Babin and Zikmund, 2015) .
Physical distribution – Distribution identified as process of increase goods and services
as well available it for that customer or company who need this. The function of particular
marketing like transporting and storing. In reference to Airdri involve moving products from the
points of production to location convenient regarding to purchase and store function.
Market Research – Market research also consider as the significant responsibilities from
marketing perspectives and analysis or opportunities as well as know expectations of customer. It
can help to know market trends regarding to products then Airdri on the basis of these trends
develop effective strategies. They can get detail information about their competitors and secure
to business through proper strategy.
Product designing and development – It can help to design product in impressive
manner which can attract to customer in huge way. The product design can help to target
customer as per the market environment which is not only help in product design as well as in
suitability, shape and style. Airdri design and develop products which is easily fit in every types
wash room and people easily use it.
Packaging, labelling and branding – In the packaging focused on the design of package
like wrapper, containers and so on. It is play major role to provide success and failure of product
for non durable customer goods. Where as Labelling is related to put label on package which is
provided detail information about product and also about producer. Both are consider as pillars
of marketing and the roles of marketing function in Airdri is to design and package with hand
dryer. Branding is refers as brand name which can help to compete with their rivals and make
good market image. There are consider most important function to provide facility to separate
brand name which can help to customer to recognise easily (Bačík, Štefko and Gburová, 2014) .
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M1 Roles and responsibilities of marketing in the context of the marketing environment
The marketing department is liable for researching and developing the marketing plan
and it will include detailed information regarding to marketing function. These functions are part
of different type of business enterprise. In reference to Airdri limited conduct various marketing
function which can help to gain success for long period of time. All the function play their roles
and responsibilities according to company help to bring out innovative product and services. The
marketing manager of Airdri limited use several marketing function like market planning,
research, product physical distribution and market information. These are used to analysing of
market situations and customer perception regarding to products and services. After then they
play policies and strategies to show effective manner in their product.
Roles and responsibilities of marketing related to the wider organisational context
Marketing is states as a one of the most important function for every business
organisation which can use different techniques in order to target customer. There are defined
marketing function which is directly related to market department and conduct in effective
manner. The marketing manager of Airdri limited can focus on the roles and responsibilities of
these functions to fulfil the requirement of customer and as per the requirement take effective
decision. Hence to collect all appropriate information Airdri limited can do research and
interrelated to marketing department -
Marketing department with finance – Marketing department and finance department
interrelated with each other. Finance is a function which can take all appropriate outcomes and
element of Airdri limited and it will connected with incoming and outgoing of the money in an
organisation (Blakeman, 2015) . They are connected in two way like marketing provide budget
regarding to promotion of new product that time finance division arrange money as per their
requirement. It is important to those function work together to decide marketing budget before
hand would allow to convenience to Airdri limited. Finance department with the help of
marketing department maintain flow of money and time to time cut cost of product.
Human Resource Department – Human resource are all the individuals connected with
organisation to assure about their growth. The company Airdri limited can contact to marketing
department and take information about employees and know how many people need to work and
conduct marketing activities. After then they can hire them as per the requirement and marketing
can help to acquire new skills and competent human resource in the company with the help of
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job description. However two way relationship, share by marketing and human resource (Ryan,
2016).
Production Department – The production department of Airdri limited is related to
marketing department because it can conduct market research. After then provide detail
information how many products needs in market and which types changes wants to customer.
There is close link in marketing and production department because production department based
on the marketing division to know about current market trends and market preferences. It further,
through market research analysis effective methods and process techniques to production
department. There indicates another aspects which required to interrelate to assure about orders
which were generated with the help of marketing to met in specific period of time (Blakemen,
2014) .
IT department -
As per the critical evaluation marketing function interrelate to other departments in order
to analysis of Airdri limited and assure about consistent marketing of products of the company.
IT department contact to marketing department to know about new software which can launch in
market. When marketing department can provide detailed information then apply into company.
To record data in effective manner take all detailed information from marketing department.
Airdri limited can contact to marketing department and through software track marketing
activities.
M2 Significance of interrelationship between marketing and other functional units of an
organisation
Marketing department perform with specific task to decide about the business concern an
focus to increase no of customer. These marketing department can not work with support other
department because all other department interrelate and work together. It also reduce conflicts
between all divisions and maximise the productivity as well as effectiveness of each and every
division. Having effective communication with other section can also useful in facilitating better
services to their clients.
 Market strategies – It can work for depicts and planning for an business organization.
There is required to recognise needs and requirement of target customer then develop
marketing strategies.
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 Marketing information system – It can provides information in reference to different
factors like product, planning and controlling.
D1 Critically analyse and determine the key elements of marketing function
Marketing function can conduct various function that can affect to functional units and it
will come under the activities of marketing process -
 Research – It can play major role which is recognised as important market function.
Research can help to conduct market activities and search out trends to get valuable
information.
 Strategy – After collect all appropriate information there is need to know strength and
weakness of company. Then reduce weakness prepare effective strategies and apply in
company.
 Planning – After implementation planning about next key function of marketing
regarding to planning process.
 Tactics – These are the small and short term plans which are implemented to attract target
customers.
TASK 2
P3 Different organisation apply marketing mix to the marketing planning process to attain
business objectives
The Marketing Mix states to the set of action or tactics which is used by companies to
promote their products and services in market. Range of these tactics develop the product and
after market analysis decide their price then select place where is will sold. In the end decide its
communication and promotional strategies (Ottman, 2017) . Mainly marketing mix consider four
elements which are product, price, place and promotion. However, in the current business
scenario include of three more element which can analyse of suitable marketing strategies. There
elements are physical evidence, process and people. It can utilise to promote their goods and
services to achieve market and earn high profitability. In reference to Airdri limited apply these
marketing mix to compare with other company -
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Basis Airdri Limited World Dryer Corporation
Product The product strategy of the
Company to provide hygiene hand
dryer which can use any type wash
room and easily fit. The company is
big supplier of Airport services and
in products only include hand dryer
of different qualities like The Airdri
Quantum Hand dryer, The quad,
Quest, Quazar, Quote and so on. It
can produce cannon hygiene,
Bobrick and regarding for many
years (Bryson and Daniels, 2015) .
The particular company based on
the producing of hand dryer and
related products. The can not
easily innovate in their products.
So their product started can not
work in effective manner. In
addition, there is product portfolio
covers various brand which is
connected to hand dryer provided
by company.
Price The price of these products decide
as per the demand in the market
and they can time to time take
perception of customer in reference
to their products and services. The
Its pricing Strategy in relation to
hand dryer keep in relation to
Airdri because it give competition
to them. It is latter has
implemented a low cost strategy
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company follow differentiated
pricing strategy has been depended
on the country to generate in
effective manner.
which impact on other companies
prices. It is consider as low pricing
strategy which influence to image
of the World Dryer Corporation.
Its low pricing strategy and
availability of top most quality
products apply in all covered
areas.
Place Since the company has been used
FMCG distribution method to
cover a large geographical area in
the field of selling and distributing.
It has been effective for the
organisation which have served
about 2 Billion offering into market
(Cabrera and Williams, 2014) .
The company is established in US
which operate more than half their
income. It further sold out to shop
keepers and mini markets which
could easily focus on the products
in several targetted markets. The
company can not sell directly so
they can use mediators who can
sale out their products like
physical stores which have been a
consistent strategy of the
company.
Promotion It means to promote their products
in effective manner and apply
effective strategy that will increase
sales of the products. Airdri limited
can apply most effective strategy
that they can use social media to
promote their products and direct
connected to their clients.
World dryer corporation keep on
effective brand image with the
help of aggressive advertising of
the product. The company targeted
to hotels to promote in impressive
manner. As well as below the
level marketing and traditional as
well as use advertising in
television. The products become
familiar with the market and
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company also provide discounts
and packaging together as a form
of promotion (Muller, 2019) .
People These individual support the
company and work with enterprise
to help to gain sustainable market.
As for employees who can work
with company about 1500
employees in the world wide of the
firm. In hence, UK employees work
with full passion and hard worker
regarding to their work. It is
because to adoptive in the company
to supporters to employees to focus
on to provide
There are working about 1000
people who can help to achieve
goals and objectives of the
company in impressive manner.
They can provide professional
environment to employee where
they can work with out any
problem and feel safe. Along with
provide training to those
employees who can not easily
understand their roles in the
reference of the company.
Process In the process element define about
the detailed information about the
product. They are applying advance
software on the hand dryer and they
can apply processes that
manufacturing of dryer and
communicate with different
channels (Faßmann and Moss,
2016) .
Its process includes different
software to prepare of the product.
They can effectively develop
brand, package and distribute the
same. In addition they can set
purity and air system that can not
harm to nay one. Everyone easily
use it.
Physical Evidence It is most important aspect of
physical evidence which can use
for branding strategies.
Furthermore, branding is the reason
to sale out the products in market.
Different features of products of
Just like Airdri limited, World
dryer corporation can use branding
to promoted their product in
effective manner. They apply
various strategy to make their
product different from others and
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hand dryer make different from
other because time to time they can
apply new strategies and innovate
their product in effective manner. It
became a big reason to get
sustainable growth and success.
the logo of the company use
recycle process. The steal gain
use to make other things. They can
take back from those hotels who
can buy from company then use to
prepare other hand dryer.
M3 Different tactics applied by organisation to demonstrate how business objectives have been
achieved
To achieve overall objectives of company there are applied different tactics which is
related to organisation. It will defined through 7 P's -
 Product - The company has been known about broad portfolio in hand Dryer.
 Price - The pricing strategy of the company selected as per the target customer in
geographical segment.
 Place - Distribution channels used by the company, direct and indirect channels in order
to generate much more profits.
 Promotion - The company has followed various promotional and advertise strategies to
spread out the demand of its products.
 Process - They can apply sound system and tracker system to connect any one easily.
 People - Many system can be hidden from customers as per the policies of company and
they can not show all information due to can not let out for its integrates.
 Physical Evidence - It is easily connected with the help of unique logo as well as their
packaging attract to customer
TASK 3
P4 Develop and evaluate a basic marketing plan
As marketing plan is a business document which outlines the marketing strategy for the
development of new product and services. For that purpose it is the responsibility of manager to
develop a marketing plan that is for stipulated time period and consist of all details that involves
action plan target market, cost etc. It is helpful to develop insight that how a marketing plan will
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be implemented. As marketing plan is helpful for the corporation to grab more market share so
that it can sustain for a long term which is beneficial for the growth of company.
As Airdri Limited is planning to launch a new product which is Hand Dryer Hygiene
which is consist of paper towel and it is helpful to prevent air born bacteria. As the target
consumers are hotels, residential and commercial building etc. As the product has initially
launched in United Kingdom. For that purpose it is essential for the manager to develop an
effective marketing plan in order to make promotion of this product. It is beneficial for the
corporation to achieve its predefined objectives (Hashim and Hamzah, 2014) .
Vision and Mission: To deliver valuable products as per the expectations of clients in
order to develop a healthy environment.
Monitoring: To successfully implement the marketing plan it is important to monitor the
activities which are associated with it and with the help of this marketing manager can know the
growth of work. It it thinks there are some improvements are required than it can take corrective
actions in order to achieve the objectives.
Situation Analysis -
SWOT Analysis:
Strength:
 Strong brand image and reputation
 Deliver quality products
Weakness:
 Product line is limited.
 High labour turnover rate
Opportunities:
 To launch new product to capture more
market share.
 To expand its business in those areas
which untapped.
Threat:
 Competitors and changing demand of
consumers.
 Recession or down turn in economy can
influence the retailer sales (Morgan,
2016) .
Objective: To fulfil the desires of consumers by delivering quality products and services
which help the corporation to earn more profits and it is beneficial for the growth of company.
Strategy: It is a procedure which critically examine a program and this includes
gathering & collecting information in context to the marketing plan.
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