Marketing Essentials: Roles, Strategies, 7Ps Comparison for Wilkinson

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities within a marketing function. It delves into the concept of marketing, emphasizing the importance of understanding customer needs and wants. The report outlines key duties such as distribution, market research, pricing, production and service management, promotion, and selling, specifically within the context of Wilkinson. It further explores the roles and responsibilities of marketing teams, highlighting the significance of effective delegation and adaptation to market trends. The report analyzes the integration of marketing with other departments like HR and IT, and examines the impact of sales methodologies. The report also includes a comparative analysis of Wilkinson and Tesco's marketing strategies using the 7Ps framework. Finally, a basic marketing plan for Wilkinson is presented.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1Roles and responsibilities of marketing function....................................................................1
P2. Roles and responsibilities of marketing................................................................................3
TASK 2............................................................................................................................................5
P3. Comparison of 7P's of marketing of Wilkinson and TESCO...............................................5
TASK 3............................................................................................................................................7
P4 Basic marketing plan for Wilkinson.....................................................................................7
CONCLUSION ...............................................................................................................................7

INTRODUCTION
From the earlier times till today's modern scenario, marketing is considered as place
where where all the activities regarding exchange takes place. Marketing environment has been
gaining advancement level on regular interval of time and now various tools and techniques are
being used to attract large amount of customers by analysing their needs and wants and applying
techniques like advertisement, sales promotion, public relation and many more (Al-Ekam and et.
al., 2012). Supply and demand market chains and along with that trends which are in current
should be kept in mind while formulating plan for marketing. Company chosen for this report is
Wilkinson which is well established company in Britain who deals inn home-wares and house
hold products. This business process has been running by all the family members from the start.
In this report, several roles will be discussed which are related to the marketing functions and
along with that plans which will be made for developing those strategies for effective
performance will be briefed. Marketing plans enables to identify needs to the customers and thus
make them purchase those products from the market place.
TASK 1
P1Roles and responsibilities of marketing function
Concept of Marketing: The main motive behind marketing function is to sell large
number of products in the marketplace and that can be only done when the actual needs and
wants of customers can be identified and thus according to that profitability and productivity can
be increased.
Roles and Responsibilities of the Wilkinson's marketing Function
Main duties are described as below: Distribution: Main duty comes after analysing the market demands and environment and
that is how effective decision making process is so that outlets from which the products
will be sold can give the expected outcomes. This mainly depends on the communication
channel by which distribution takes place on various grounds as this will also benefit the
availability of products to the consumers (Baker and et. al., 2016). There are certain gap
on the roads of developing the product till it reaches to the customers end, so these gaps
needs to be fulfilled so that effective path can be sustained. This is highly important to
achieve the growth rate and success which has been envisioned.
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 Research in Market: Market is all about using different tools and techniques for the
determination and study of market in which needs and wants can be identified and
products can be justified according to the market place. This is highly beneficial for every
sector and highly helpful in determining the nature of customers so that flexibility and
dynamical environment can be created. This mainly enables company to grow and attain
the expected stage and also achieve the main goals and objectives made in the plan. Pricing: This part is highly important for the managers and even for every organisation
who is working in every sector as the manufacturers have to decide the price tag of the
product or service before launching in the market. It is very hard and time taking task as
all the essential points has to be evaluated so that price can be identified along with the
profit margin. If the price set is economical in nature then it may attract large number of
customers and thus increase the profitability ratio. Mangers have duty towards ensuring
the quality sector of products and setting final cost of goods (Brooks and Simkin, 2012). Production and Management of services: This step is taken after the market has been
targetted and product or service has been launched on the decided prices by the owner of
business process. It is highly needed to maintain effective communication funnel so that
flow of products to the customers can be maintained without nay obstacle or gaps. There
is a department launched for the handling of any issues within the flow so that issues can
be resolved in fast and effective time. This tool is appreciable in order to resolve any big
issue which is faced by the organisation and other issue from the customer's end after
purchasing of products (Desai, 2013). Promotion: This kind of approach is required by every firm for uplifting their sales graph
in border to attain growth and success. In promotional activities, there are tools and
techniques used in promotion like advertisement on hoardings, banners etc. . This
process is very much valuable in order to achieve the loyalty aspect of employees and the
customers who are new so that they can purchase goods. Budget is made for the
advertisement so that effective outcome can be observed .
 Selling: There are certain factors which are interrelated with the marketing and selling
and the reason behind it it determines the path on which company has to walk and obtain
growth and success (Dibb and Simkin, 2013). Final products are designed after the trends
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in the market place has been analysed completely and the target market designing in
order to sell products and effective production can be observed.
P2. Roles and responsibilities of marketing
If success is desired by the company then the roles and responsibilities should be allotted
to the employees according to their skills and abilities so that delegation can make environment
work effective. This approach is beneficial fro the every aspect of the company as it helps in
providing growth and success rate which company desires and secondly it make tools and
techniques effective so that productivity and profitability can be obtained (Gordon, 2012).
Moreover, the budgets planned for various activities can be analysed from the future market
trends.
To lead the competitive market is a dream for every company and thus to achieve it
various tools and techniques are innovated which can help to set the market and attract large
group of customers according to needs and wants. In addition, firm can innovate another
technique in which brand name can be improved at economical cost (Hsu, 2011). This all will
enable company to grow and set footmark in the market for longer period of time.
There are various types of activities which can be said as fundamental like financing,
marketing, human resource and I.T sector. These are some major activities which are considered
by the Wilkinson's in order to make all activities and tasks regarding blueprint of plan and thus
all can be executed in effective manner. In order to obtain the productivity and profitability,
Wilkinson's has adopted several tools and techniques in which awareness is being spread to the
customers regarding the launch of new product and service (Huang and Sarigöllü, 2014). This
can be done on large scale by announcing various campaigns but all these depend on the budget
declared for the marketing. This is the burden on the shoulders of finance managers of the
company to manage the operations in effective manner and hampers growth of firm.
Marketing and HR department: Human resource department is interrelated with marketing
function and the plans made for it. If there is launch of new product or development of any
existing product is done, them HR management needs to be informed. The motive behind
coordination with the Human resource department is that after launching channel is required to
be maintain and thus HR management can supply those skilled workers (Jones and Rowley,
2011). HR management is appointing those candidates who have expected set of skills and thus
they are hired so that effective work can be seen. Now-er days market has grabbed rapid speed of
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change and due to that customers are preferring to buy online products, so this is the fast way for
customers to purchase products according to needs and wants and thus this technique can be
adopted by the firm for more profitability.
Marketing and IT department: To manufacture innovative products, it is required for a
a firm to analyse the market trend and building up of strategies. This can be done by adding up of
new features to the existing and new products to acquire large market share.
There are areas in which business performs their operations like distribution of goods and
services, administrative department and finance etc. Inter relation is present in all these factors
which can directly affect the operations. Creating awareness is interrelated with marketing roles
so that customers can buy various products which has been launched by the company. Effective
plans and strategies are being used by Wilkinson's in order to enhance sales ratio (Kennedy and
Parsons, 2014).
Marketing and Sales: when people consume the product, it directly affects the
production and profitability of the company and other activities which are related to the
marketing. The Methodologies which are adopted for the advertisement should be ensured that
they advertise for the correct product which can be easily available to the stores and thus
consumers can buy it without any hesitation.
Roles and responsibilities related to Wilkinson are described as:
Function and duty of Wilkinson are evaluated as:
Marketing Research: This kind of approach helps in to determine the exact position of
product in the market place. It analyse the performance level of all staff members and thus make
their nature flexible so whenever changes required it can be done by the team members in
effective manner. To satisfy needs and wants of the customers, high delivery of products is
required (Lamb, Hair and McDaniel, 2011). This provides advantage to organisation as it will
enable them to access all the effective ways.
Development of Product: In order to determine actual trends and demands occurring due
to them, product development is done so that high competitive advantage can be acquired and
thus can help in modifying product by adding unique features in it. Activities which are present
in marketing always works towards the increment of the productivity and profitability and thus
enable company to achieve growth rate in the market place. Whether company is working on
domestic or international market, time comes when there is need for modifying those products so
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in that particular product as in result in enhancing number of buyers who will consume the
goods.
Market Segmentation: To analyse the target market and thus identify in ease manner, it
can be divided into sub parts and then analysing it because it helps in determining of actual needs
and wants of the customer so that product can be modified according to those needs and wants
and thus fulfil the criteria of satisfaction. These sub parts are classified into demographic,
geographic and behavioural aspect (Lipsman and et. al., 2012). In market segmentation it is
required to have clear and effective communication channel so that healthy relationship can be
maintained among the employer and employee and both can work for the prosperity of the
company.
Sales: The main motive of the team is to increase the sales ratios by applying efforts into
plans and strategies so that all tasks and activities can be performed in effective manner and thus
expected outcomes can be observed. If defects are successfully removed then it can enhance the
quality of products and it can lead to high sales graph and better position in market place.
Communication: While implementation of any plan, it is highly important for an
organisation to create effective communication channel so that essential data can be shared
among authorities or the internal departments. Like for an example an individual who is not
aware about the changes which are required in a service due to ineffective communication skill,
then it might lead to hamper the production work and in result the client's needs will not be met.
TASK 2
P3. Comparison of 7P's of marketing of Wilkinson and TESCO
Before the launching of product into the market place plans and strategies are being
formed through marketing mix. This also states the marketing approach which are integrated
with one another. Therefore, business activities are carried out in effectual and formed ways:
Category Wilkinson TESCO
Product Products which are delivered to the
customers are tangible in nature.
Wilkinson's has been running their
operation in home made appliance.
They focus on adopting changes in the
They have various outlets which are
situated across the globe. They have
been expanding their business by
launching new products around its
outlets. Availability of goods is the main
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product over time so that customer's
interest can be maintained according
to their needs and wants. They also
focus on quality of product and service
which can be helpful to attract large
amount of customers (Malhotra, and
et. al., 2013).
criteria and they achieve success by
expanding their business criteria and
online website.
Price It is the most essential element for this
company as it decides that what kind
of customer which will be targetted
and thus it will attract large group of
customers. Wilkinson use high quality
of raw materials so that their
customers demand can be fulfilled in
effective manner and thus middle level
pricing policy can be maintained.
Cost leadership approach has been
adopted by the TESCO in order to deal
their products in economical cost so that
customers can get attract towards their
products and can be easily convinced.
To cut down their expenses and apply
low promotional cost, they have applied
low promotional tools which can make
them sell at higher level of graph.
Place It is retail industry which have operate
their business process in domestic
market and they shoot the target where
large amount of customers are present
and they can purchase goods and
services. Various process are involved
like retailers, whole seller, and middle
man.
They are just not only present at
domestic market but also have
established foot in international market
which enable them to grab large
geographic areas and thus more
production of goods can be obtained for
growth and success. Although there size
of stores are small but they got variety
of products mostly demanded by the
clients.
Promotion Several plans and strategies have been
made for promotion of goods and
services like TV, Newspapers and
various other channel through which
TESCO from the start has adopted
selling products at low cost so that
middle level customers can purchase
those items. So these kind of economical
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this company promote themselves. selling can attract large group of
customers.
People More than 20,000 employees are
engaged in implementation of business
process. So managers should motivate
employees by providing rewards,
incentives and many more.
TESCO is the leading brand in terms of
retailer ship and supermarket chains.
Respect is the motive while working in
the business environment so tat
workplace can become comfortable and
become more supportive and thus high
performance work can be seen.
Process Usage of high quality raw material for
the maximum level of satisfaction and
attainment of growth and competitive
advantage (The Marketing Mix 4P’s
and 7P’s, 2017). Unique pattern
followed while designing of product
so that customers can be attracted in
more numbers.
Market trends has been determined and
then according to the demand of market,
products are manufactured. Other factors
which are related to these aspects are
like recovery of service, production
level in economy and many more.
Physical
Evidence
Goods provided by this company are
tangible in nature and can be easily
touched by the customers and thus
quality can be checked. This can
facilitate customers to inspect and then
purchase the product.
TESCO has used several sign, colour
and labels as proof to the customers.
Stores location tells us brand value and
gives physical evidence and place truth
factors in front of consumers (Marketing
Functions, 2017.).
TASK 3
P4 Basic marketing plan for Wilkinson
To be covered in PPT
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CONCLUSION
As per the above report it has been concluded that, the basic purpose of each business
organization is to providing high quality and variety of products and services to their potential
buyers in order to sustain them for long run of business activities. the major motive of each
business organization is to gaining attention of large number of customers just for increasing
their sales and revenue at market place. marketing mix plays most effective role in developing
new product at market place which helps in creating value for customers as well as organization.
this also helps in measuring the effectiveness of firm through comparing firm or its activities
with their competitors.
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