Marketing Plan Analysis and Application

This assignment requires a thorough understanding and application of marketing principles. Students are tasked with analyzing various aspects of marketing planning, including conducting a PEST analysis, examining new product development processes, and formulating a marketing plan based on real-world examples. The provided resources include textbooks, journal articles, and online sources that delve into different facets of marketing strategy.

MARKETING PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Changing viewpoint in marketing planning.....................................................................1
1.2 Britvic's capabilities to plan for future operations in GB.................................................2
1.3 Techniques for organizational auditing and for analysing external factors impact on
marketing planning.................................................................................................................2
1.4 Organizational auditing and external factors analysis impact on marketing planning.....3
TASK 2............................................................................................................................................4
2.1 Barriers to marketing planning.........................................................................................4
2.2 Ways to overcome the barriers to marketing planning.....................................................4
TASK 3............................................................................................................................................5
3.1 Marketing plan for a product............................................................................................5
3.2 Significance of marketing planning in strategic planning process...................................6
3.3 Techniques of new product development.........................................................................6
3.4 Recommendations for distribution, pricing policy and communication mix...................7
3.5 Factors affecting marketing plan implementation............................................................8
TASK 4............................................................................................................................................9
4.1 Influence of ethical issues on marketing planning...........................................................9
4.2 Ways of responding ethical issues by organizations........................................................9
4.3 Consumer ethics in marketing planning...........................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing Planning refers to the strategy of targeting customers, identifying their needs
and providing them suitable product at the price as they want (which make profit to the business)
(Marketing planning, 2016). To determine customer's demand is the essential tasks while
generating plans. In this context, present report has been prepared with a motive to attain deep
understanding of marketing planning. For this purpose, Britvic Company is taken into account
which deals in wide range of soft drinks in different flavours and taste. This company is planning
to introduce a new product in the market which requires a bright and innovative research over the
product development. With the purpose to conduct research and making it suitable for marketing
planning, this report includes topics like marketing audit, barriers in marketing planning,
formulation of a marketing plan for the new product and ethical issues in marketing.
TASK 1
1.1 Changing viewpoint in marketing planning
Marketing audit and reviews are essential to understand the existing market scenario in
the global as well as local market. Traditional marketing planning deals with the four P's
(product, price, promotion and place) and the motive of profit maximisation, but as per the
modern marketer's suggestions for the new modern market planning, it rejects the traditional
method of planning. As traditional approach of market planning is profit and sales oriented
whereas, on the other side, modern approach is customer oriented. Varied perspectives while
analysing market and customer's requirements would help in completing the task of generating
plan. Further, it assists company to consider possibilities and pitfalls that thwart marketing and
act as barriers in the way to succeed (Banasiewicz, 2005).
Now days, Costumer Perception concept is trending in the market which results better
growth of the business. Performing organisational activities on the basis of scientific facts and
figures, listening to the market, knowing the consumer taste, identifying market demand,
analysing competitor's limits as well as its strengths etc. would accumulate better outcomes.
Accordingly, industries like Britvic should generate contingent plans for marketing with the
present perceptive of market situation and its demand.
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1.2 Britvic's capabilities to plan for future operations in GB
Britvic's capability is strong while planning the marketing research and procedure for
raising the number of customers in Britain in current time period. This is due to the customer's
loyalty and interest so that Britvic is increasing its profit and position in the market. Company's
planning is to expand its business through increasing its business operations for new product
development in Britain and in the international market, it is focusing on increasing its
performance and development (Ewing, 2009). The rate of growth is expected to be rise with a
slow gait as now costumers are more focused to their health (Britvic Plc, 2006). Below aspects
which affect and drive per capita consumption of the bought soft drinks: Finance - Basically, it contributes 1- 2% to revenue line of Britvic GB group in a
complete year. Competitors – Company’s per capital consumption rises against the 3% of hot
drinks, 3% of dairy drink and 6% of other drinks (Britvic, 2014). Rising Population – as per the growing population of Britain i.e. presently from 64.1
million to estimated 70 million (Population & Migration, 2015). Lifestyle –People in the age group of 15-25 years generally prefer soft drinks rather
than any other drinks.
 New channel of Distribution –Company is focusing on new sector, i.e. leisure and
tourism for the distribution of its soft drinks in GB market (Hawkins, Bulmer and
Eagle, 2011).
1.3 Techniques for organizational auditing and for analysing external factors impact on
marketing planning
Key-factor used to achieve the market strength for Britvic is to focus on targeted
customers in marketing planning. Significant role of the organization is to understand its clients
and bring a positive outcome. It includes organizational auditing through internal and external
factors of environment in the organization. Factors are classified as external and internal which
are further specified as:
Internal factors –It includes the number of important factors that directly or indirectly play vital
roles in Britvic's operations and activities that determine the viability for the company internally.
Managing and controlling the internal aspects are much familiar as compare to the external
factors of the organisation. Internal factors for Britvic are:
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 Leadership –Direction provided by the leaders has direct relation with the organization's
direction to success. Although, Britvic provides futuristic direction which guides business
with the mission and vision in order to accomplish objectives (Thrassou, Vrontis and
Kotabe, 2011). Employees –Quality and quantity of talent available in the employees of the organization
affect the level of growth and better results. Relationship between employees and
employer also affects business internally.
 Administration – Similar to the above perspective, Britvic has to overcome unfamiliar
situations of administration i.e. IT system failure, lack of advertisement, etc. in order to
manage good brand value and better outcomes.
External factors –It also affects Britvic's business market and these factors are:
 PEST (Political, Economic, Social and Technological) includes the awareness for
political threats, economic position, social interest and innovative techniques (PEST
analysis, 2016).
 SWOT (Strengths, Weakness, Opportunities and Threats) analyses company's strengths,
culture, environment and future position.
 Porter's five forces model for the level of competitiveness of the policies regulated by the
organization.
 To define market by analyzing market growth, its size, distribution structure, pricing
method and product development with the promotional strategies generally used in
business(Shaw, 2011).
 To assess the buyer's needs, power of purchasing, knowing the behaviour and its desired
wants/demand.
1.4 Organizational auditing and external factors analysis impact on marketing planning
Factors that are affecting market planning while launching or re-launching of soft-drinks
in GB are as follows:
PEST analysis:
 Political factor – Rules and regulations levied by the political party have direct impact
over the development of organisation. Legal factors include consumer laws, health &
safety laws, discrimination laws and employment laws which act as barriers to the
company in order to launch its products in the market at desirable rates.
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 Economic factor – It is a favourable factor for Britvic, as company has opportunity to
borrow loans at low interest charges. This will increase investing capacity of the
company (Payne and Pressley, 2013). However, Britvic will able to sell its new product
at lower price because cost for product development is quite low.
 Social factor – Moreover, current generation of GB maintains their body in healthier
way which affects the business of Britvic. But, due to change of preference from
alcoholic to soft drink has impacted the business of Britvic in GB positively.
 Technological factor –Advertisement and marketing of the product through newspaper,
social sites, TV etc. put direct impact on the buying decision of customers.
SWOT analysis:
 Strength – Soft drink market is motivated through novel innovations. Mountain dew is a
Britvic's product which has a great demand in Britain.
 Weakness – Change in customer preference and taste.
 Opportunities–From 15-25 years, Number of population who prefer soft drinks is rising.
 Threats – Britvic's main competitors are Sprite and Cola so it is tough for mountain dew
to manage its position in the market (Young and et.al., 2008).
TASK 2
2.1 Barriers to marketing planning
Followings are the barriers which can affect marketing planning of the business. In order
to achieve goals specified in planning of Britvic, it should understand such barriers which could
affect its outcome and workforce:
 Resources –Availability of inadequate resources like capital, time, man-power etc.
works as a barrier to the business.
 Environment –Factors such as legal norms & duties, political threats, ethical issues,
social and economic obstacles affect marketing planning and place limitations to the
performance of business (Grönroos and Ravald, 2011).
 Organisational culture – Lack of confidence and belief in the workers and managers
of the organisation impact on marketing planning.
 Behaviours - Behavioural attitude in between employees and employer in the
organisation affect the functional part of marketing plan.
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2.2 Ways to overcome the barriers to marketing planning
In order to achieve the goals of marketing planning, marketer should acknowledge the
strategies and initiatives that can overcome impacts of the barriers which affect the performance
and outcome of marketing planning. Proper understanding of organisation’s environment helps
in allocating resources effectively in order to get over the barriers. Also, marketer of the
organisation can connect and generate enough information through using social networks,
webinars, online analysis and emails in order to get attractive and innovative content. Through a
methodical system, marketer can create an effective plan which can achieve goals by interlinking
all the sources and avoiding the barriers (Kotler and et.al., 2012).
TASK 3
3.1 Marketing plan for a product
In order to promote new product, Britvic requires successful research, planning and a
skilled and knowledgeable marketing team. Brand image of Britvic in GB is set in the minds of
customers which would support new product launching in the market. Main areas to be achieved
while introducing new product would be sports, physical activities, etc. However, such campaign
should have an energetic name which can be like “New Dew” and further, the next step would be
to create an innovative marketing planning that includes:
 Marketing Objectives
 To set a new product trial in the market.
 To create new image and awareness about the product.
 To assess new customers and existing rivals in the market. Auditing the environment –Assessing and discussing PEST and SWOT which would help
in getting overall information of the organization environment (Shaw, 2011). Targeting goals –New product launched by Britvic should target individuals of the age
group of 15 – 25 years by motivating them through sports activities, video game culture
and extreme sports. Maintaining a Budget – Budget for the new product proposed should be maintained up to
£ 3,000 000.
 Promotional Strategy – For promoting product in the market, following activities have to
be managed :
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- Sponsoring Events – Britvic should choose Wayne Rooney as brand ambassador for the new
campaign because his sportsman spirit and energetic character would go well with the Britvic
brand image. Billboards can be used for outdoor media activities and advertisement which can be
placed at video game parlor, sports stadium, sports center and supermarkets parking lot.
- Sampling – This strategy of promoting will use 10% of the budget but will give a chance to the
customers to taste drink at free of cost and provide feedback (Malhotra, Birks and Wills, 2013).
- Merchandising – Marketing through huge sampling and merchandising product image helps in
attracting customers in a large scale. However, such operations and activities of marketing cost
up to 15% of the marketing budget This method includes t-shirts with the logo, green caps, green
flags, etc.
 Time Duration – Campaign would run for 5 weeks.
 Monitoring and feedback – Marketing manager should attain regular (after every three
days) feedback from the plan for proper execution
3.2 Significance of marketing planning in strategic planning process
Outcomes generated by the marketing plan help marketers and stakeholders to identify
marketing tactics and future progress. Further, it defines profit margins and product sales of the
organization. An effective plan results more advantages like:
◦ Estimate product demand and supply in the market.
◦ To assess customer's necessity and status.
In addition to this, an impressive marketing plan helps in analyzing the current position
of product selling and its demand which will help company in attaining and developing new
objectives and opportunities in the market. Hence, strategic marketing planning is significant in
company's procedure (Zikmund and Babin, 2012).
3.3 Techniques of new product development
While developing new products, coming up with new idea is a struggle due to which
company possesses repetition. To be at the top of market, Britvic management has to be creative.
Company has to invest in marketing so as to gain the attraction of customers and achieve its
objectives. Most organizations struggle to create a position in the market by directing actions
towards listening to their customers in manner to attain better understanding of what drives
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'value', and incorporate that insight into the product development process (Wrenn and Mansfield,
2014).
Development is a costlier activity then any of the other in business as there is limited
revenues to support the procedure. It sometimes results Losses in the short term, as all resources
cannot be used at single stage and also precious resources are secured for future need. Although,
Britvic has a strong base in the soft drink market which supports company in new product
development. However, response from the market over companies various categories of apple
juice and other orange juices has shown an immense sales and profits. Similar to these products
the management of Britvic continues to make a new product by researching the market condition
However, steps for the product development would be such as:
 Generating an idea - lots of ideas can be obtained from basic analysis by using the
method of SWOT over the business. With the addition of brainstorming would enhance
the research from the insight of the market (New product development, 2016).
 Screening the idea – This step avoids unsuitable ideas and promotes considerable ideas to
eliminate the chances of product failure in the market (Hollensen, 2015).
 Idea generation and testing – Management has to undertake product image, its concept as
well as its idea as per the view of market and consumers.
 Analysis –Management team has to assess the in order to estimate selling price, profitable
condition, BEP and volume of the product as per the competition and customer feedback.
 Market testing – to set a product trial on basis of a sample prototype which could be sell
for a time being in the market for generating feedback from the users.
 Technical –IT department of Britvic should initialize the whole process which includes
resource estimation and allocation, publication, advertisement, supply chain, logistics
channels, engineering operations etc.
 Product Pricing –estimating the price of the product
 Commercialization – i.e. it includes activities like launching, advertising, promoting and
distributing.
3.4 Recommendations for distribution, pricing policy and communication mix
 Pricing Policy – to set a price which can compete the market condition and stabilize the
product position.
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 Distribution Strategy – Network for distributing soft drinks could be wired to the sellers
who are directly connected to the end users in the market. There should be direct stores
near the sports' stadium, supermarkets, etc.
 Communication Mix –This section covers up the elements of communication mix and
discusses how to optimize company's marketing communication process based on the
goals of company. Britvic should make a communication plan which is centrally around
the thought of integrated marketing communication that it involves advertising, sales
promotion, direct marketing, public relations and personal selling for which media
support is necessary. Although, in each promotion mix, threats, opportunities,
weaknesses and strengths are involved in order to analysis these criteria and understand it
for further creation of aggregate product. Britvic should create a strong network
connection with the internal stakeholders i.e. employees, managers, workers, etc. as well
as external stakeholders i.e. public, media, local authorities, etc. of the business in order
to attain better outcome from the communication mix (Nijssen and Frambach, 2013).
In addition to it, company should adopt the method of sampling and product trial to attain
a feedback from the market. For more advertisement, company should start trending on website,
mobile app stores etc. to modify its value and image among the public in order to gain the
support of attraction.
3.5 Factors affecting marketing plan implementation
With the motive to achieve all the set objectives and increase profit in Great Britain,
Britvic should have an effectual marketing plan that would utilize the available market resources
effectively within the specified duration. But in this case, Britvic should also notice some of the
factors which could affect its marketing plan while implementing it. These factors are:
 Legal issues - If, proposed product doesn’t fit with the rules and regulations of
government, then action against the product either by the public or government could
affect the product life.
 Capital –Availability of capital is also an important factor which can affect product
existence in the market. Britvic must have enough resources to overcome this situation.
Customer’s feedback –Feedback can be taken by the customers through using sampling
and product trial methods. It helps to predict the future of product in the market before
further procedure (Yildirim, 2015).
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 Support –Top management of the Britvic should support the product plan and
development. Failure in this activity would lead to product closure
TASK 4
4.1 Influence of ethical issues on marketing planning
The marketing plan as being framed by the manager of firm is influenced through number
of ethical issues. One of the significant ethical issue which is being faced by the firm is to
provide fair and true information about the product which is being produced by it. It is an issue
because, while doing such task some time manager of corporation will have to reveal such
information about its product which it is hiding from the competitors. Thus, because of the
influence of given ethical practices all the efforts as being made by the manager of cited firm in
the process of preparing the marketing plan will be hampered (Banasiewicz, 2005).
4.2 Ways of responding ethical issues by organizations
The organization such as Britvic has responded towards the above mentioned issue in an
effective way. In this regard, it is assessed that here in order to comply with the ethical practices
manager of cited firm tend to provide all the basic information about its produced product such
as date of manufacturing soft drink and time of expiry etc. In addition to this, the firm also gives
information about the ingredients which is being used by it in order to produce the respective
product. Thus, it is through this way only firm is providing fair and true information about its
product to the respective buyers (Ewing, 2009). Thus, it is giving response to the above given
issue.
 Price : unsuitable price for the product as per its taste and description.
 Product : not as per the promised condition in the advertisement
 Place : unavailability at demanding locations (Ewing, 2009).
 Distribution : no rise in supply after rise in demand or out of stock condition.
4.3 Consumer ethics in marketing planning
Britvic has noted increased interest in ethics from marketing practitioners to
academicians. To consider consumer rights while aiming at the motives of marketing planning is
an essential task. Market has become consumer oriented as per the current situation, so
negligence over the laws and legal issues may lead to bad impact over the company and its
image (Banasiewicz, 2005). The Market Framework also gets affected by these outcomes which
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leads bad consequences for the business. Thus, marketing activities should be created on the
basis of customer's ethics as their ideas and thoughts may differ from country to country.
Furthermore, after all such activities of attaining attraction of customer may go deceptive if they
assume that they should be serve more amount of value in the product from the actual serving. It
is stated by Strong (1996) that some times the ethical deliberations limits the ethical buyers while
buying several goods and services. However, some of the ethics which concern about the
environment, focuses over organizing programs for the ethical & social marketing, somehow it
offers awareness about a personal manner of environmental consumerism for implying negative
influence on natural condition of the surroundings (Kotler, 2011). The ethical issues of the
consumer ethics over the safeguarding of the animals and natural environment from pollution
also affects the market of the business.
CONCLUSION
This report depicts appropriate knowledge about the marketing principles which includes
study of marketing situations and providing suitable decisions to order to attain the desired
position in the market by the company. However, above study has concluded the capability of
Britvic to introduce a new product in Great Britain. It covers all the criteria of marketing for new
product development and establishes it as per the consumer needs and satisfaction level.
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REFERENCES
Books and journals
Banasiewicz, A. D., 2005. Marketing pitfalls of statistical significance testing. Marketing
Intelligence & Planning. 23(5). pp.515–528.
Ewing, M. T., 2009. Integrated marketing communications measurement and evaluation. Journal
of marketing communications. 15 (2). Pp.103-117.
Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation and
marketing. Journal of Service Management. 22(1). pp.5-22.
Hawkins, J., Bulmer, S. and Eagle, L., 2011. Evidence of IMC in social marketing. Journal of
Social Marketing. 1(3). pp.228–239.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Kotler, P. and et.al., 2012. Marketing. Pearson Higher Education AU.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Nijssen, E. J. and Frambach, R. T., 2013. Creating customer value through strategic marketing
planning: A management approach. Springer Science & Business Media.
Payne, D. and Pressley, M., 2013. A transcendent code of ethics for marketing professionals.
International Journal of Law and Management. 55(1). pp.55–73.
Shaw, S., 2011. Airline marketing and management. Ashgate Publishing, Ltd.
Thrassou, A., Vrontis, D. and Kotabe, M., 2011. Towards a marketing communications model
for small political parties: A primary principles strategic perspective for developed
countries. Cross Cultural Management: An International Journal. 18(3). pp.263–292.
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning guide. Routledge.
Yildirim, S., 2015. Activities of strategic marketing planning in SMEs1. International Journal of
Research in Social Sciences. 5(1). pp.853.
Young and et. al., 2008. Principles of Marketing. Rex Bookstore.
Zikmund, W. and Babin, B., 2012. Essentials of marketing research. Cengage Learning.
Online
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