Marketing Plan Analysis and Reference

This assignment requires a detailed analysis of marketing plans, including the use of social media as a tool of marketing communications in the FMCG sector in India. It also involves reviewing essential references on corporate reputation management, pervasive computing, private psychiatric practices, and implications of corporate social responsibility on marketing performance. The task necessitates identifying a suitable title for the assignment, generating a meta title with the prefix [FULL ACCESS], crafting a meta description for SEO purposes, and providing a summary in a paragraph detailing specific information about the assignment.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explain key roles & responsibility of marketing functions...................................................1
P2 Roles and responsibilities of marketing which interrelate to organisation's department.......2
P3 Marketing mix and its comparison with different organisation.............................................4
P4 Marketing plan of an organisation.........................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCE ..................................................................................................................................9

INTRODUCTION
Marketing essential means develop, promote or distribute product or services to their
consumers and businesses. It include the all promotional strategies which help the organisation to
increase their sales or profit through following various marketing practices. To be understand
better chosen company Aldi is biggest supper market chain which have more than 10,000 stores
in 20 countries (Banerjee, 2013). It is Germany based company founded by the two brothers Karl
and Theo Albrecht. This report include the role & responsibility of the marketing functions and
compare the marketing mix elements which help the organisation to achieve their business goals
& objectives. Along with this, it include the marketing plan prepare by the marketing manager
for the organisation for effective work.
P1 Explain key roles & responsibility of marketing functions
Marketing is the management process where goods & services provide to the consumers
through various distribution channels. Marketing is the place where buyer and seller exchange
any products according to their need & demands. It include the concepts such as product,
production, selling and promotion.
According to current marketing trends manager build various strategies which mostly
focuses on consumers. Such as provide customer services which help them to solve their product
related issues or queries. Increase the client experience through digital campaign, promotions and
feedback. Future trends include digitalisation of marketing which is beneficial for consumers and
provide customized items for a specific customer. It will happen because of the marketing plan
which develop by the manager. They also play very important role & take responsibility in the
organisation to achieve their business goals such as:
Marketing information: Marketing information help the manager to identify the
requirement or demand of consumers. It is refer to collection of information, analysis of internal
& external factors and regular review the market trends (Beatty and Samuelson, 2014). Manager
of Aldi company collect information from various sources and make it useful to make any
strategies. It includes customer's demand, preference, marketing trends, fashion and growth of
that particular sector.
Standardisation: According to this function manager established their employees and
make them efficient to manage time tasted process. Role of manager is to provide the guidelines
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regarding their work at the time of providing services. Manager of Aldi company focus on
guarantee of quality, promotional strategies and provide clarity regarding their work.
Product distribution: It is manger's responsibility to organise the logistic or distribution
channel for the storage and goods distributed to the consumers. It will include the stock control,
warehousing and transportation. So it is a manger's role & responsibility to handle the whole
work and ensure that right product delivered to the right person (Berens, 2017).
Marketing process include the various activities that perform by the manager regarding
market trends, consumer's taste & preference, buying habits, demand or need. By following these
process manager of Aldi company able to achieve their business objectives and targets.
Marketing strategies: Manager develop various promotional strategies to attract
consumers for their products. It will include the detail description of plan which follow the the
manager of Aldi company to achieve their business goals.
Analysis marketing opportunities: With the help of marketing research, manger of
Aldi's company find out the opportunities for the business. After that manager work according to
their strategies to increase the productivity or profitability of the business.
Developing marketing mix: This marketing tool help the manager to identify the
potential area to expand their business. Manager of Aldi company build various strategies and
make effective decision to for the achievement of business goals (Black, Clemmensen and Skov,
2010).
Selecting the target market: It is a manager's responsibility to identify the target market
to sell their product and develop promotional strategies according to the consumer's demand.
Because it provide help to Aldi company to achieve their business goals & objectives through
targeting specific market to sell their products.
Marketing process help the organisation as well as manager to make various strategies
which can increase the productivity or profitability. Manager plays important role in the Aldi
company to build or execute the plans and take necessary decision regarding product, production
or selling.
P2 Roles and responsibilities of marketing which interrelate to organisation's department
Marketing is the set of actions, institutions and processes that helps to sale products and
services and increase in number of customer. For instance, manager of Aldi company focuses on
providing large number of products through marketing. Marketing manager plays a very
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important role in this organisation such as it makes solid strategy to advertise the products and
services. It also control all marketing function such as research, finance and sale of products.
Following roles and responsibilities are given below which relates to Aldi company that helps in
marketing and selling products and services.
Marketing with Research: Marketing research is the process of create a link between
producer, customer and end user of the products. It helps to find that what customer wants and
when it need to make available (Braslow, 2015). Such as in Aldi company marketing manager
analysis the market demand and customer needs, after analysing theses needs it focuses on how it
can be completed. Marketing manager communicate with its employees and give suggestions
and new technology to implement the ideas that helps to innovate new products. This research
works efficiently in order to make qualitative products and give satisfaction to customer.
Marketing with finance: Finance is the first need of any organisation, that helps to run
business effectively. In other words, without sufficient funds or finance a organisation can not
run and grow for a long period of time. Every marketing manger need to have financial
information about the company that helps to make further strategy of selling and buying the
products. For instance, marketing manager of Aldi company gets all financial information to
finance department and make further planning according to finance budget. It become easy for
further investigation or strategy in order to sale its products. Supplier manager of Aldi
organisation prepare a budget that how much finance can be used to promote and advertisement
of product. It makes effective planning to get better results by providing large number of
products (Chahal and Sharma, 2016).
Marketing with sale: Marketing is related with sales department by selling large number
of products at market place. It promote leads and create a relationship with customer by
providing products at reasonable prices. Leads are totally depend on marketing and sales which
is used by marketing manager in any organisation. For example, in Aldi manager focuses on
generate the leads through sale its products and give satisfaction to customer. It also helps to get
information about what customer wants. Manager make effective strategy which relates to
human relation, advertising, selling and promoting the product and services that helps to increase
number of sale. In any organisation marketing and sales should work collectively to understand
their customer and target content that helps to attract the customer as well as business.
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P3 Marketing mix and its comparison with different organisation
Marketing mix is the collection of factors which can be control by an enterprise to attract
the customer for buying its product and services. This is the pillar of any company, that helps to
engage in its marketing objective to accomplishment organisation's goals. In other words,
marketing mix is the group of tactics or actions, which is used by a corporation to promote its
brand and product at market place (Draelos, 2010). For example, Aldi is the multinational well
known brand which is dealing in grocery and retailer products in 20 countries. Aldi apply
marketing mix factors 7Ps such as price, place, promotion, product, people, process and physical
evidence. These all factor helps to expand the business or increase the profits of the enterprise in
order to achieve organisation's goals. To understand the concept of marketing mix and its
comparison Tesco has been chosen that is also dealing in retailer and grocery products.
Comparison between Aldi and Tesco which apply marketing mix to marketing planning
process in order to achieve business objectives (Marketing mix, 2019).
Basis Tesco Aldi
Product Product means an items or things
which is manufacture by the
company for selling. Tesco provides
a range of products such as clothes,
electronics, food items, grocery,
financial services etc.
Aldi supply qualitative brand products like
as grocery, little journey, elevation, rich tea
biscuits etc. it make plans or strategy to sell
its product and services in large number that
helps to achieve business objectives. This
can be better by introducing new products
that will affect customer for buying its
products in order to increase profit margin.
Price Price is the essential factor of
marketing mix which means get
something in monetary value for
selling the product and services.
Such as Tesco sells its variety of
retailer products and services at high
prices and get consideration in
monetary value that helps to attract
The manager of Aldi company research the
market demand and provides that kind of
products to its customer at less prices. For
achieving objective and better sale
organissation need to keep reasonable prices
of products that helps to influence the
customer. It need to purchases in large
number of bulk and gives it at best possible
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the customer. prices.
Place Place is a particular area or region
where suppliers sales its products
and services in order to make
profits. Tesco has large number of
stores al over the world and includes
two main channels of selling its
products- offline and online
Aldi contains supermarkets extended over
various areas of the globe. It has
approximately 10366 outlets in 20 countries.
It can better perform through expanding its
business in more areas by supplying more
innovative items at low prices.
Promotion Tesco is a international brand which
provides various offer to promote
the its brand such as low price, buy
one get one free, half prices, social
media, online shopping etc.
As Aldi is international a brand which impact
on global area by supplying its product and
services. It use various sources such as radio,
face book, posters etc. to promote the brand.
It is different because it uses face to face
communication, twitter, social media and
advertisement to sale its products.
Physical
evidence
Tesco provides retailer products that
has physical appearance or tangible
such as furniture, aprons, menu,
letterhead, reports, and other
equipments. It has excellent logo
that helps customer to find products.
Aldi also provides retailer products such as
tea rich biscuits, grocery, elevation, food
items etc. that has physical evidence. To
perform better it need to make some solid
strategy and provide qualitative products.
People Tesco uses well educated and
trained employees who manufacture
products and services and helps to
gain loyalty of its workers.
In Aldi company manager hire qualified and
experience marketing manager who helps to
sale its products. For better perform it need
to make solid marketing strategy that helps to
increase sale s as well as profit margin.
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Process Tesco follow attracting process such
as online and offline billing with the
help of educated employees and
make happy to customers.
Aldi also apply attractive process that helps
to increase in number of customer such as
speedy billing, online and offline billing and
proper communication with customer.
P4 Marketing plan of an organisation
Marketing plan is the part of business plan which include the various strategies about the
company's vision, mission, objectives, budget, marketing mix etc. it also focus on segmentation,
targeting or position of their products in the consumer's mind. Aldi company introduce existing
product in the market with new features which help the organisation to attract more consumers or
to capture more market share. Manager of Aldi company build marketing plan regarding their
product which is going to introduce in the market for the profitability (Chamorro-Mera, Miranda
and Rubio, 2014).
Executive summery: Marketing department help the Aldi company or support in the various
functions to identify the demand of customers. To promote their product company use brand
name which provide them benefit at the time of promotion and it will further help the manager to
achieve business objectives.
Vision & Mission: Vision of Aldi company is to provide better products to their consumers at
lees price. Mission is to provide efficiency, clarity of the in the products to their consumers.
Goals & Objectives: Goal of the organisation is to focus on consumers and provide high quality
products.
Marketing Mix: It is the marketing mix tool which follow by the organisation to identify their
potential growth to expand and specify the strategies which help manager to take effective
decision.
Product: Aldi company introduce their existing products with the new feature and the
product is herbal cheese which include the taste of spices, garlic, nettle or paprika.
Place: Company distribute this product all over the 20 countries where Aldi company
have their store (Chang and Chin, 2011).
Price: Price of herbal cheese is £150 for 250 gm and it is affordable for the every class of
people.
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Promotion: Aldi company use the Television, social media or new paper for the
promotion of their products and make it consumer aware.
Marketing Evaluation: Marketing evaluation help the manager to identify that whether this
product is profitable or not and prepare marketing plan & invest in the projects for the execution.
Manager of Aldi company develop various strategies to satisfy consumers, done market research
and increase sales (Clow and James, 2013).
Marketing Budget: Budget of a particular product is to prepare by the manager which include
the cost of each unit and marketing plan such as vision, mission, marketing mix, objectives and
other strategies. Manager have to perform their duties through completing these activities such as
promotional & distribution under the specifies budget. Company spend the amount on R&D
department to identify the market trend, promotional activities or online promotion (Cua,
Reames and Chai, 2013).
Particular Amount
R & D £15000
Promotion £50000
Online promotion £45000
Total £110000
STP analysis: It include the segmentation, targeting and positioning these three help the
business to make further strategies to expand their business. STP analysis help the organisation
to identify the potential area to divide market according to demand, target that particular market
and make positioning through various marketing strategies.
Segmentation: Aldi company follow the demographic segment for their products which
include the age, family, gender income and occupation. Company focus on families and young
age categories consumers because they love to each cheese related items.
Targeting: Company target middle class people who have average income and they offer
herbal cheese on 30 % lower price according to their competitors such as Wallmart, Netto or Lidl
(Desai, 2013).
Positioning: Company use make their product effective or unique which can create
image in the consumers mind and it will done through various promotional activities. Such as
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advertisement on Television, newspaper or by use of social median sites and sell their products
through their websites.
Action plan: Aldi company make action plan which include the all activities that going to
achieve the business regarding any specific goal. It clearly mention that about resources which is
going to used by the organisation or required time to achieve a specific task. Manager of Aldi
company follow the various strategies such as STP analysis or Marketing mix to achieve their
business goals and objectives (Dioko, 2016).
CONCLUSION
From the above discussion, it has been concluded that manager plays very important role
in the organisation to achieve their business goals and objectives by using various strategies and
marketing tools. Marketing mix help the manager to build effective marketing strategies from the
development of products to distribution of goods & services to their consumers. It also included
that how marketing department affect the other functional department and influence the market.
Along with this, marketing plan help the manager to perform their duty according to the this plan
which include the marketing tools, different strategies, vision & mission and objectives of the
company.
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REFERENCE
Books & Journal
Banerjee, B., 2013. Trends in the Use of Social Media as a Tool of Marketing Communications
in FMCG Sector in India. International Journal of Online Marketing (IJOM). 3(3).
pp.62-75.
Beatty, J. F and Samuelson, S. S., 2014. Cengage Advantage Books: Essentials of Business Law.
Cengage Learning.
Berens, G., 2017. Essentials of Corporate Communication: Implementing Practices for effective
reputation management. Corporate Reputation Review. 10(1). pp.73-74.
Black, D., Clemmensen, N. J. and Skov, M. B., 2010. Pervasive Computing in the Supermarket:
Designing a Context-Aware Shopping Trolley. International Journal of Mobile Human
Computer Interaction (IJMHCI). 2(3). pp.31-43.
Braslow, K., 2015. Some Essentials to Consider When Opening a Private Psychiatric Practice.
Current Psychiatry. 14(5). p.54.
Chahal, H. and Sharma, R. D., 2016. Implications of corporate social responsibility on marketing
performance: A conceptual framework. Journal of Services Research. 6(1). p.205.
Chamorro-Mera, A., Miranda, F. J. and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Chang, C. C. and Chin, Y. C., 2011. Predicting the usage intention of social network games: an
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Clow, K. E and James, K. E., 2013. Essentials of marketing research: Putting research into
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Cua, F., Reames, S and Chai, J. C. Y., 2013. Relationships in Technological Processes: Finding
the Common Ground between Diffusion of Innovations and Relationship Marketing
Theories-A Case Study. International Journal of Information Systems and Social
Change (IJISSC). 4(2). pp.17-41.
Desai, S. S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research. 12(1). p.22.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
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Draelos, Z. D., 2010. Essentials of hair care often neglected: Hair cleansing. International
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Online
Marketing mix. 2019. [Online]. Available through:
<https://www.mindtools.com/pages/article/newSTR_94.htm>
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