Marketing Mix and Plan for New Product

This assignment provides a comprehensive overview of the marketing mix and planning process for a new product. It involves analyzing the importance of market research, target audience identification, competitor analysis, and the development of a marketing plan to maximize market share and profitability. The assignment also requires referencing relevant marketing literature and theories.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Concept of Marketing including current and future trends................................................3
2. Overview of different marketing processes........................................................................4
3. Roles and responsibilities of marketing manager in context of the organisation...............5
4.How marketing influences and interrelates with other functional departments of the
organisation............................................................................................................................6
5. Value and importance of marketing role in context with company...................................7
6.Conclusions that emphasise the significance of having effective interrelationships between
different functional department..............................................................................................7
7 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives...................................................7
8. Produce and evaluate a basic marketing plan for the chosen organisation......................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is a practice concerned with creating, promoting and delivering goods and
services to the consumers and the businesses (Baines, Fill and Page, 2013). It includes the
coordination of four different elements such as development of product, determination of price,
selection of distribution channels and implementation of promotional strategy. Therefore,
marketing is very essential for the company to promote its products to increase customer
awareness to attain high level of profitability. Chosen company under the report is McDonald's.
It is an American Fast food company which provides food products such as Hamburgers, French
fries, milk shakes, desserts and many more items. Company will focus on concept of marketing
including its current and future trends and how marketing interrelates with other functional units
of the organisation. It also compares the ways organisation uses elements of marketing mix and
at last marketing plan of the respective company is mentioned under the report.
MAIN BODY
1. Concept of Marketing including current and future trends
Marketing is the set of activities or the institutions that are responsible for creating,
communicating and satisfying consumer needs and desires in a appropriate manner. It involves
analysing consumers needs and provide them products accordingly at an appropriate price.
Marketing concept- This concept is based on the belief that company should address the
individual needs and desires and should accordingly provide and promote products so as to
increase customer awareness and attain maximum profitability.
Concept of Marketing-
 Production Concept- This concept is based on the idea that consumers will prefer those
products which are easily affordable and available in abundance in market. This allows
manager at McDonald's to concentrate on its operational efficiency to produce products
in high quantity which in turn will lower the price of its products,.
 Product Concept- As per this concept, customer will prefer purchasing those products
which have high quality and innovative features. This will allows respective company to
focus on continuous improvement of products (Baker and Magnini, 2016).
 Selling Concept- This concept is based on the idea that customers will buy the product
only if company undertakes large promotional efforts to increase awareness in the

market. This allows McDonald's to undertake various promotion efforts to enhance
awareness of customer.
 Marketing Concept- This is the major concept and different from all other concepts
which focuses to achieve organisation set targets in a appropriate manner, respective
company should identify needs and wants of the consumer and provide products
accordingly so that competitive advantage can be achieved.
 Societal Marketing Concept- This concept states that products delivered by the
company should enhance customers and society's well being. Respective company should
adopt sustainable marketing approach which focuses on meeting present needs of the
customer and preserving their future needs (Brooks and Simkin, 2012).
Current and Future Trends
Present trends which the company is using to market its products includes social media
marketing. This assist them to promote its products on social media tools and increase customer
awareness. Moreover the McDonald's also uses Artificial Intelligence and chat box according to
their demographic and psycho-graphic behaviour. Future Trends in marketing includes;
Mcdonald's will focus 4 E'S instead of 4 P's which includes experience, engagement, exclusivity
and emotion in providing products to the consumer and another trend that McDonald's would be
using is ephemeral marketing in which content will last for 24 hours which will enhance
consumer interest in purchasing the product.
2. Overview of different marketing processes
Marketing process is a series of activities undertaken by the manager of the respective
company to achieve goals and objectives. Steps involved in marketing process are explained
below-
 First step is concerned to analyse the market and identify the available opportunities
which will enable McDonald's to provide goods accordingly and enhance its profitability
and market share (Marketing Process. 2018.).
 After analysing the opportunities, target customers for the product should be selected by
analysing the different market segments and choosing the most effective segments which
to provide products and meet their requirements.

 After choosing the market segment, McDonald's should develop a effective marketing
mix including effective product, place , price and promotion strategies to provide greater
customer value.
 It is the action phase of management of marketing efforts which the respective company
will adopt to promote its products and increase customer awareness.
3. Roles and responsibilities of marketing manager in context of the organisation.
Marketing Manager is responsible for coordinating the marketing activities like creating
and promoting products in order to attain organisation success. In context to McDonald's, role
and responsibilities of Marketing Manager include-
Roles of Marketing Manager
 Marketing manager plays a informational role by collecting relevant information so as to
formulate appropriate strategies and policies to gain competitive advantage.
 Marketing manager perform a decisional role by analysing situations in McDonald's and
takes effective decisions so as to perform business activities effectively without any
problems.
 They also performs interpersonal roles such as communicating with their subordinates
and the customers to handle and manage issues faced by them (Cabrera and Williams,
2014).
Responsibilities of Marketing Manager
 They are responsible for promoting the products of McDonald's to increase customers
awareness which helps the company to increase their profit margins.
 They are responsible for determining sales forecasting of McDonald's products and
according do product planning and determine price fixation.
 Managers are responsible for analysing competitors products and strategies an according
innovate respective company's products to enhance larger customer base.
Roles and Responsibilities of Marketing Department
 Customer Service- It is the responsibility of the marketing department within the
respective organisation to provide effective customer service by a way of resolving
customer issues and thereby provides maximum satisfaction to the consumers.

 Product Development- It is the responsibility of the marketing department to analyse the
customer needs and therefore makes changes in the product to meet the demands of the
existing market.
 Marketing research: One of the main role of marketing department of McDonald is to
carry out marketing research in which marketing tactics of competitors are being
analysed so that accordingly strategy can be made so as to render stiff competition to its
competitors in the market.
 Promotion: Another role of marketing department of McDonald is to promote the
product of organisation by using several influencing techniques like by rendering sales
promotion, discount etc. This helps in influencing large number of customers to make
purchase of the products and services.
 Strategy: It is the most important and vital role played by the marketing department of
McDonald as in this a marketing manager prepares a strategy of marketing whether to
adopt business to business or business to consumers. So manager of McDonald takes into
consideration business to consumer marketing strategy as it will help to earn more of
profit margin.
 Budget: It is also the important role played by marketing manager as without appropriate
budge marketing manager cannot promote its goods and services.
4.How marketing influences and interrelates with other functional departments of the
organisation.
Marketing department performs the major function in the organisation and interrelates
with all other functional department and helps organisation to achieve success. Interrelation of
Marketing with other departments in McDonald's are mentioned below-
 Marketing and Production Department- Marketing department promotes the products
in the market which assist them to determine demand of respective company's products in
market and also about needs of the customers (Clow and James, 2013). This information
is provided to production department which helps them to do product planning and
manufacturing according to recent and current marketing trends.
 Marketing and HR departments- HRM of the respective organisation is responsible for
appropriate hiring and maintaining quality workforce in McDonald's. Marketing
department identifies the skills and capabilities required to produce products according to

the changing needs and provide information to HRM of McDonald's company Which
allows in proper recruitment of employees and attainment of goals. Marketing department
need HR department because its the HR department who will recruit and select best and
suitable candidate for the marketing department who possess the ability to influence
customers to make purchase of their products.
 Marketing and Finance Department- Finance Department is responsible for controlling
and management of funds. Marketing department conducts various activities such as
advertising and promoting products and for this they get funds from finance department. .
Thus there is a proper coordination between finance and marketing department to
properly manage its activities (Dibb and Simkin, 2013).
 Marketing with Sales Department- Sales department is responsible for providing
products available in the market, therefore this information is provided by the marketing
department to the sales department to make available proper quantity of products in the
market as well as provide information to stock inventories for future sales.
5. Value and importance of marketing role in context with company
Marketing assists the organisation in transfer, exchange of goods and services through
different intermediaries and assist the company to achieve high level of profitability. Marketing
has a greater value and importance in respect to Cadbury.
 Marketing creates product awareness which will result in higher sales for the McDonald's
which in turn would lead to increase profit margins for the respective company.
 Marketing enhances brand image in the market by promoting quality and innovative
products which assist the company to maintain goodwill in the market and gains
competitive advantage.
 With changing customer demands, marketing comes up with new ideas to provide goods
and acts as an source of new ideas and maintains long term sustainability of McDonald's
in the market.
Value of Marketing
Marketing has a greater value as it identifies the needs and wants of the consumer and
assist the McDonald's in production of products accordingly and assist in generating higher sales
for the company and captures larger market share.

6.Conclusions that emphasise the significance of having effective interrelationships between
different functional department
It is essential to have effective interrelation between different functional departments of
the McDonald's to achieve organisation success. Strong interrelation assist the company to
coordinates its business activities in a appropriate manner and offer desired products to the
customer. Effective interaction among the departments will avoid conflicts among departments
and would lead to effectiveness of work performance. This will assist the company to target
more customer base and attains maximum profitability and productivity.
7 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix refers to combinations of factors or the strategy adopted by the company
in order to promote its products. It includes 7p's such as product, place, price, promotion, people,
process and physical evidence. These are effectively managed by the company so as to increase
profitability and productivity.
Basis McDonald Burger King
Objective Main objective of the McDonald is to
serve best and good food so as to render
great value to customers in a friendly
environment as well as to provide good
return to its shareholders.
Main objectives of Burger King is to
remain profitable by maintaining brand
recognition, brand loyalty, customers
satisfaction etc.
Product McDonald's has a wide range of product
portfolio. It provides products according
to customer demands. Products under
McDonald's includes veg and non veg
burger, milkshakes, beverages, frozen
dessert and many more (Fırat, 2013).
Main motive of the company is to
provide quality products which worth of
money spent by consumers.
Burger king has started its business by
providing products such as Hamburgers,
cheeseburgers but in order to compete in
this dynamic environment company
started offering chicken , fish soft drinks
and milk shakes as alternatives. This
allows company to attract more
customers towards its products and
achieve economies of scale.
Price This factor needs to considerable to set Because of the high level of competition

appropriate price for products in order to
attract large number of customers.
McDonald's sell their products at a
affordable price which meets needs of
every segment of customer. Company
uses psychological pricing strategy and
bundle pricing. It adopts Bundle pricing
strategy in which it offers products in
combo are are discounted compared
when purchasing each item.
prevailing in market, company adopted
competitive pricing strategy so that
consumers doesn't feel burdened by their
rates and also adopted psychological
pricing strategy to attract more
customers towards the product.
Place This elements determines that locations
where the product of the respective
company are offered in the market..
Products of McDonald's are available in
all prime locations such as in restaurants,
shopping malls and also provides home
delivery facilities which becomes easier
for the customers to avail it. Products of
Mc Donald's are available in US, UK,
Canada, Australia and many more
countries. Apart from this distribution
strategy adopted by McDonald is term to
be quite exclusive.
Burger King has outlets everywhere in
the global market. Besides this, its
products are available at all prime
locations including all shopping complex
malls and customer can place order on
company's website and enjoy home
deliveries. It majorly operates in Europe
and East Asia. Whereas Burger king uses
selective distribution strategy so as to
achieve greater advantage and to attract
targeted and potential customers.
Promotion It determines the business tactics that the
company uses to promote its products to
increase customer awareness.
McDonald's uses direct selling, sales
promotion and advertisements on TV
and newspaper to promote their
products. Company also provides lucky
Burger King uses various promotional
tools in order to create awareness of its
products. Company uses advertisement
in TV, newspapers and promoting
products on social media tools as well as
offer many discount offers to the
customer to attract them to purchase

draws, scratch cards in order to attract
customer and promote its products.
Moreover the company provide toys
with meal to the small kids to target
children towards their product (Ionita,
2012). It includes promotional strategy
of advertisements on TV and newspaper
so as to increase customer awareness.
product and in turn increases company's
sales. Company mainly focuses on
advertising on social media platforms to
increase customer awareness.
People McDonald's focuses on maintaining
employee standard within the company.
Company hires skilled individuals at
their stores who could properly
communicate with customers and
provide products accordingly. Company
has also maintained uniform for their
employees which shows standard and
equality in working environment.
Employees at respective company have a
proper uniform which shows uniformity
in their work. It mainly targets
youngsters, children's and parents of
young children.
People within the respective company
plays an important role in handling and
managing brand. Company should hire
employees who are skilled and polite in
nature and can handle business
performance effectively and should
provide training which enables them to
work effectively. Employees at
respective company are trained by their
managers which is helping Burger king
to capture larger market share. It targets
teenagers and young children's.
Physical
Evidence
This signifies that outer appearance of
the stores must be attractive in order to
attract customers towards the product.
McDonald's has a very clean and a
hygienic working atmosphere, their
maintenance of kitchen and store
equipments are well established at
proper locations to attract the customers.
Burger king have a good attractive
outlets with a proper combinations of
colours which leaves good impression in
the minds of customer, Moreover the
outlets are very clean and hygiene which
makes the customer very comfortable in
purchasing product from the store. It has
good musical environment at its store

Company has a clean atmosphere in its
store and proper layout which attracts
customers towards the product.
which attracts the customer towards the
product.
Process McDonald's use a very effective process
to produce products with the use of
modern tools and equipments, along
with proper packaging and distribution
activities. Company also maintains
effective distribution of products by
ensuring proper supply chain to provide
customers with home delivery facilities.
Customers are provided services as they
placed order and there food is received at
the counter. Outlet and self service is
being rendered by McDonald and no
online service sis being provided by it.
Burger king has well transparent
production process which determines
the use of most efficient cooking
equipment’s and new methods of food
packaging and distribution which attracts
customers towards its products (Khan
and Adil, 2013). Customers are provided
a very friendly service and food is
prepared according to customer
demands. Whereas Burger king render
online sand serving services to its
customers.
There all the above mention marketing mix of McDonald and Burger King proves to be
very much helpful in achieving there main objectives. If bothy the firm carries out its operational
activity taking all the aspect of marketing mix into consideration then it will help business to
achieve there objective that is to increase the profitability ration by satisfying customers and this
can be done if the firm will render services as per the customer preferences.
8. Produce and evaluate a basic marketing plan for the chosen organisation
Marketing plan is the blue print which specifies marketing activities, strategies that the
respective company will adopt in order to achieve goals and objectives within the set time frame.
McDonald's is aiming to launch a new product in the market which would be a chocolate
sandwich will me made using fresh vegetables and will be tasty and crispier with the use of use
of hot chocolate instead of American cheese.
Company's background- It is an American Fast food company which is best known for its
hamburgers, cheese burgers and French fries along with this provides chicken products. It was
founded in 1940 as a restaurant operated by Richard and Maurice McDonald in United States.

Vision- To provide high quality standardised products and enhances brand image in the market.
Mission- Its mission is to become customers favourite brand by providing quality products at
appropriate price (Lane, 2015).
Objectives- To launch a new chocolate sandwich and capture market share by 45% within 8
months by providing quality products.
STP Approach
Segmentation- It is the process of dividing the population into certain different market
segments and choosing the most effective segment in order to provide products accordingly.
McDonald is introducing new chocolate sandwich which is chocolate sandwich it will use
demographic and psycho graphic characteristics of customers to provide products accordingly as
it focuses on changing demand, lifestyle, taste of consumers.
Targeting- Targeting is defined as identification and selection of the most effective
market segment and concentrating marketing efforts to provide goods and services according to
their needs and desires. Respective company's new product is mainly targeting children's as they
are fond of eating chocolates (Lipsman and et. al., 2012).
Positioning- It determines how the brand is perceived in the minds of customers and
they distinguish it them from their competitors. With the help of various promotional efforts
brand has made a positive image in the minds of customer. Moreover for their new products
company will provide advertisements on TV and can also provide free samples of new products
to increase customer awareness.
Marketing objective:
Marketing plan must be generated so as to meet the clear objectives as it guides
marketing actions and are even used to measure ho well a plan is being working. As the main
marketing objectives of McDonald is to increase 30% sales within 3 months and the second main
objectives is to increase its market share by 20% within 6 months.
Internal Analysis
SWOT analysis of McDonald's
Strengths Weakness
 It has good domestic and global reach
by providing products according to
customers needs.
 Unhealthy food image in the minds of
consumers depicts a negative
impression in market.

 Company enjoys a good balance sheet
position which helps them to increase
product lines and increases large
number of customers.
 It has a well established brand image
which assist the customers to make
repeated purchase and achieve higher
sales.
 Prices of the product are comparatively
high which sometimes discourages
customers to purchase it.
Opportunities Threats
 New product introduced in the market
will target children's and will target a
new customer segment which will
assist in increasing sales.
 Continued focus on CSR will reduce
impact on environment and will assist
in higher productivity and profitability
(Malhotra, 2015).
 Company faces huge competition from
Burger King .
 Lack of healthy products in the product
range will affect sales of the product
and reduce profit margins.
It is important to do internal analysis as it assist company in identifying their strengths
and weaknesses and more over helps in determine their threats to take necessary actions.
External Analysis
PESTEL Analysis
 Political factors- It includes government intervention which affects functioning of the
brand. As the government all over the world focuses on reducing the fat and calorie
content in the food products, McDonald's should ensure that they follow government
rules while producing products in different countries.
 Social factors- Consumers demand are constantly changing with the widespread of
globalisation, they wants and desires are changing, respective company should concern
the same and provide products accordingly.

 Economic factors- Economic factors plays a great role in affecting the demand for the
product. Recession in UK economy affects the respective company products profitability
and McDonald's should decrease the price of products to increase profit margins.
 Technological factors- With the widespread advancement in technology, it has become
necessary for the respective companies to adopt to recent technologies to produce
products and achieves economies of scale. Along with this should makes use of strong
social media presence to attract customers towards the product and assist in higher
profitability for respective company (Papasolomou and Melanthiou, 2012).
 Legal factors- Their are many legal factors which the Mc Donalds has to comply
regarding production of food products. They have to comply with food and safety act
which ensures proper production of products which are high in quality and doesn't
impacts customers health and also regulates with health and safety act of workers which
will help company in proper functioning.
 Environmental factors- Environmental issues should be properly addressed by the
company by properly using of production technologies which doesn't harm the
environment. In this respect McDonald's has initiated a large number of CSR activities
using biodegradable packaging for their new products in markets and have initiated
paper reduction policies in their administration work.
Competitors of McDonald's
Their are many direct competitors of McDonald's such as KFC, Burger king, Domino's
Subway and many more. Respective brand needs to adopt effective strategy in order to gain
competitive advantage.
Indirect competitors of McDonald's
Pizza hut, Dunkin donuts, wendy's are the indirect competitors of the company because
of which McDonald's is facing a stiff competition.
They are the competitors of the McDonald's because they offer quality products at a
appropriate price which persuades customers to buy products and effects market share of
McDonalds.
Marketing mix for new product-

 Product- Company introduced a new product which is a chocolate sandwich which will
make use of chocolates instead of cheese to attract children's and attains higher
profitability.
 Price- It refers to the amount for the product which the customer has to pay. Company
will adopt psychological pricing strategy for its new product (Pike, 2015).
 Place- New introduced product will be available at all its prime locations and in all
shopping malls.
 Promotion- Company will promote its products on social media tools and advertisement
in television in order to increase customer awareness.
 People- It mainly targets children's for their new products as well as maintain friendly
relation with employees within the organisation.
 Process- Respective company will provide friendly services to the customers and its
manufacturing process will include equipments according to technological advancements.
 Physical Evidence- Mcdonald's will focus more on healthy and clean environment to
provide products under a well established layout.
Marketing Strategy
It is concerned with choosing the most effective strategy in order to attract customers
towards its products. Company will use social media marketing and relationship marketing in
order to create awareness and targets more customers.
Marketing Budget
Total amount allocated to the budget is 2,00, 000
Particulars Amount
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
Monitoring and evaluation- When analysing all the marketing activities. Developing
effective strategies and objectives, it becomes the responsibility of the manager at McDonald's to
completely analyse and monitor every activities which needs to be executed in a proper manner.

It ensures that whether the chosen strategy is appropriate in attracting customer and attaining
high profitability (Pike, 2016). McDonald's success can also be measured by introducing new
product in the market and comparing the profits earned by the company with those from the
previous years.
Tools to Evaluate-
 Sales- In order to evaluate the strategies for the new product, manager should determine
the sales of the product to check whether new product is acceptable to the customers or
not.
 Marketing Research- Manager should conduct marketing research analysis so as to
identify customer experiences towards the product and should make necessary changes
accordingly.
CONCLUSION
From the above project it has been determined that marketing is very necessary in order
to identify customer needs and therefore produces products accordingly. Marketing interrelates
with other functional departments of the organisation and provide necessary information which
assist in effective performance of the company. It is necessary for the company to provide
products according to the existing ad current demands. Moreover effective use of marketing mix
will assist in comparing strategy with those from the competitors and helps company to
maximise market share and earns maximum profitability. The project also developed a marketing
plan for the new product.

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Online
Marketing Process. 2018. [Online]. Available through:
<http://www.businessstudynotes.com/marketing/principle-of-marketing/explain-the-
marketing-process-in-detail/>.