Marketing Essentials Assignment:Wilkinson

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2. Roles and responsibilities of marketing with regard to wider organisational context.....3
M1. Roles and responsibility of the marketing in context to marketing environment...........4
M2. Significance of interrelationship among marketing and other organisational units.......5
LO 2.................................................................................................................................................6
P3 Ways in which firm uses elements of marketing mix to obtain success of the business.. 6
M3 Different tactics applied by firms to attain objectives.....................................................9
LO3................................................................................................................................................10
P4. Producing effective marketing plan for Wilkinson........................................................10
M4 Coherent evidence based marketing..............................................................................13
CONCLUSION..............................................................................................................................14
PRESENTATIONS.......................................................................................................................14
REFERENCES..............................................................................................................................20

INTRODUCTION
In the modern world of business, methods of performing activities have changed a lot.
Among various activities, the role of marketing has widened. Previously, its role was just
considered to be as doing promotions for enhancing the sale of company but at present, it has
multifunctional aspects (Babin and Zikmund, 2015). It is generally considered to be a set of
activities that are being performed so as to increase the demand of company's product in
market. Marketing concept is the philosophy that a firm must analyse the requirements of
their consumers and then making decisions to satisfy those. Essentials of marketing are
considered to be the major elements of marketing that makes operations more effective. In
this, various tools are being used so as to achieve maximum profits out of the business.
Marketing process is a set of four stages i.e. situational analysis, marketing strategy,
decisions related with marketing mix and then implementing and controlling it. Wilkinson is
one of the leading retail stores in UK that deals in the business of household goods. This
report highlights the ways in which various companies apply marketing mix for having
success. It also suggests the techniques that companies apply for making reach of their
promotional strategies to maximum people as it helps in solving issues related to the firm.
The role of marketing with various other departments of organisation is also highlighted in
report.
LO 1
P1. Roles and responsibilities of marketing function
There are several roles and responsibilities of marketing with regard to organisation. In
Wilkinson, there are several activities that are going in order to make products a success. This
firm needs to have a proper marketing unit so as to have a competitive advantage over others.
Some of the prime responsibilities of marketing are illustrated as below:
 Market Research: First and foremost requirement of producing product is that its
feasibility in the market must be examined. It can only be done when effective market
research has been done. Market research helps to identify needs of the consumers as
well as the company's target section in society. It helps to create products as per the
requirements of market.
 Promotion: It is one the primary roles of marketing function to promote the products
related to company. It helps in increasing pre-sale of the products. There are several
tools and techniques that are used by the organisation to make promotional campaign
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a success. It also helps in creating curiosity in the minds of potential buyers which
may result in increased sales figure of firm. Some of the traditional promotional
mediums that are used is Newspaper, magazines, television, etc. Apart from this, new
modern techniques are also used like the email and social media marketing as well as
the new ways like digital marketing is also highly effective and cheap. It also assists
in increasing the profit share of the organisation.
 Distribution: It is again crucial responsibility of the marketing function. It is the way
in which product will be delivered to the customers. It is the responsibilities of the
marketing team to set up effective distribution channel which helps to maintain the
effective distribution channels in the market. The main role of marketing in this is to
set up distribution strategy and selecting the best partners for doing so.
 Marketing Information Management: The information gathered by various activities
of the firm has to be managed properly. In the case of company such as Wilkinson
which is operational at many places to manage all the information manually. So, the
modern tool that can be used is cloud computing. It is role of the marketing team to
gather all the information from market and store effectively so as to make decision in
a better way. The data that is collected after market research help in making strategic
decisions.
 Product and service management: It is one of the major roles of marketing to manage
products and services in a better way. It helps in adding value to the products for
which customer is paying. It also includes all essential measures that will enhance the
product’s catalogue.
 Pricing: It is also a crucial role of marketing to make effective pricing strategy that
helps in having competitive advantage. Attractive pricing strategy always helps in
attracting more consumers towards company's items.
 Building brand image: It is important for the firm to create a positive brand image.
Marketing campaigns helps a lot in this. It is the role of the marketing department to
implement strategy that will help in creating a buzz in the market which will help in
capturing large market share as well as increasing productivity of the firm.
All these roles are important for ensuring success of products. All these roles have to be
conducted throughout the product life cycle. With regard to Wilkinson, since the product
range is larger hence, they have to make efficient marketing plan for each of these products.
When all these above mentioned roles are applied in a proper way then it helps in creating
better sale of the products and services.
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P2. Roles and responsibilities of marketing with regard to wider organisational context
In the modern era, marketing has some of the major roles in organisational context. In
Wilkinson, there are several units and it is important for them to have an interrelationship
among themselves. Marketing has its relation with other functional units of the firm. It helps
all the departments in ensuring that they are operating in a ways that is according to the
demand of the market which will help in ensuring success of the firm. Marketing relationship
with other departments is as follows: Human resource: Marketing works with this department so as to ensure that they
have best employees in operations which will help in adding value to the product that
customer purchases. They suggest human resource department in finding that what
kind of employees they need for developing a product which is the demand of the
market. Production department: These two department of the company helps in managing the
production requirement of the market. Marketing department tells the production
department in sating that what is the demand of the market and what would the
possible sale figure of the product that will help in maintaining the supply chain. Finance: On the other hand, finance department helps in managing the funds for
different organisational units. Marketing team works with finance department in
estimating total costing in various process of developing product as per the demand of
the market. Marketing unit assist finance team in understanding the requirement of
various other organisational units in terms of funds. It also helps in formulation of the
budgets that will be required in marketing. This is important because it helps to
manage the product in their whole life cycle to be completed in financial limits of the
firm. Research and development: One of the most crucial relationships in the company is
between marketing as well as research units. Marketing team with their market
research helps R and D team in suggesting the taste and moods of the company. It is
crucial because if the Wilkinson research is not in the direction of the market demand
then developed product fails in the market which ca result in great losses. Wilkinson
operates with the motive of achieving best sales figure which is only possible if the
company conducts its research in the same direction as the mood of the market is. Customer services: In order to increase the sale of the product by removing queries
customer service department helps the most. Marketing team suggests the marketing
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strategy that it is using to reach to consumers which customer service department will
use for increasing the sale of the developed product. Administration department: Marketing department helps administration in managing
the needs of various departments. It also helps administration in selecting the
organisational structure that will ensure that products will get delivered on time. They
also help in making the strategy for company which will help in future growth which
cannot be possible without understanding the tastes and demands of the market. Information and communication technology: In order to do modern marketing
procedure communication is highly important. Use of IT department is necessary if
the company wants its marketing strategy to reach to larger sections of the population.
Digital marketing is one such example. Marketing units not only has to communicate
external but it also has to ensure that internal communication between different
organisational units remains of high quality. This is helpful in ensuring that work flow
remains smooth as well as product’s supply chain gets maintained.
 Sales: This department has the role of maintaining the demand and supply chain
which is further a role of marketing demand. Both these department works hand in
hand with each other for underlining the needs of the market. Since sales unit directly
interacts with the customers hence, it helps in getting feedbacks which helps in
making marketing a success.
M1. Roles and responsibility of the marketing in context to marketing environment.
It is known that marketing is done so as to enhance the sales curve. It is also to be taken care
of that marketing can only be success when it is done according the environment in which it
is applied. According to marketing factors roles of marketing is as follows:
 Competition: Marketing plays an important role in checking the competition does not
effect the sale of the products which will give competitive advantage over others
(Brassington and Pettitt, 2013).
 Economy: Wilkinson is having larger amount of cash which it can utilise for making
strong position in the market.
 Technological developments: There are several technological developments that have
occurred in the industry and hence it has become necessary for the firm to utilise these
for increasing the effectiveness of the whole process.
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