Marketing Process & Planning: The Marketing Concept, Functions and Mix

This report on Desklib covers the marketing concept, functions and mix, and how they contribute to the success of an organization. It also explains how the marketing function works and interacts with other departments, and provides recommendations and a marketing plan for a new product launch. The report includes a situational analysis, competitor analysis, and development of marketing strategies applied to the extended marketing mix.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing refers to the activities which are being analysed for providing new
products and services to the customers in the market (Deepak and Jeyakumar,
2019). Unilever is the British multinational consumer products and services such as
food condiments, beauty products etc.
Therefore, the report will analyse the marketing function interrelated with other
departments at large scale. Further, marketing mix will be explained in providing
examples which will be related to how the new product will be launched which is
Fruit and Nut Cookies at large scale. Moreover, recommendations will be justified in
appropriate manner and at large scale in appropriate manner effectively for growth.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing is defined as the activity and processes for creating,
communicating that the products and services are delivered within the market to the
customers through promotion and advertising (Ismail and Zainol, 2018). This helps in
achieving the marketing targets. Marketing helps in exchanging the offerings which
are related to how effectively and in appropriate manner the company is able to
promote its products and services in the market. Marketing is defined as the art of
developing, advertising, and distributing the services and goods at large scale.
The concept of marketing is that it is the delivering of the right goods or ideas
by using the right promotion techniques to provide the customers services at large
scale. The major concept of marketing deals in providing the aspects which are
related to growth and development of the products and services at large scale. The
promotion and advertising of the products helps in stating the aspects which are
related to growth and development of the business at large scale (Stadnyk and et.al.,
2020). By providing the products and services and fulfilling the needs and wants of
the customers there are concerns regarding how effectively the promotion and
advertising is being concerned and the business is being supported in an effective
and appropriate manner. It is important to address the aspects related to fulfilling the
objectives and goals at large scale.
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3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing department is the departments within the organization which helps
in driving the promotional engine of the business at large scale. There are different
functions which the marketing departments of Unilever serves to the customers and
these are described and mentioned as –
 It helps in serving the brand name and face of Unilever.
 It helps in coordinating and producing all materials which are represented in
the business at large scale (Rust, 2020).
 The main marketing function which is being depicted and is addressed for the
growth of Unilever is that it helps in reaching out to the prospects, customers,
community, investors etc.
There are certain examples which are related to growth and development of the
business of Unilever for the new food line product which is – Fruit and Nut Cookies.
The marketing department has been the major reason which helps in addressing that
the promotion and advertising of the new product has been at the concern related to
development and growth at large scale (Rangaswamy and et.al., 2020). There has
been concerns related to effectively placing the product in the market and evaluating
the concerns regarding the promotion of the Fruit and Nut Cookies in the market.
Unilever is also working effectively with the concerns related to effectively placing the
product in the market. The marketing function helps in delivering the concerns
related to effective promotion and advertising of the product.
4.0 An analysis of how the marketing function works and
interacts with other departments
The marketing function works by collaborating and communicating with the
different departments in the company Unilever. By collaborating with the other
departments Unilever is able to analyse the aspects related to growth and
development in the market of the new product which is Fruit and Nut Cookies which
is launched at large scale by gathering the customers and targeting them (Kumar,
2018).
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Marketing function works and interacts with other departments in effective and
positive manner concerning the promotion of the new product which has been
launched in the market. There are different departments which are interrelated to
marketing and these are mentioned as –
Marketing and Human Resource Management – The human resource
management ensures that marketing of the new product is done by following the
rules and regulations which are framed by HR department.
Marketing and Finance – Marketing department ensures that the finances of
Unilever are managed properly. The details and information about the finances
including profits of the company are managed by marketing department (Al-Zyoud,
2018).
Marketing and Research and Development – The department of research helps in
ensuring that how the new product is being launched and the type of customers in
the market at large scale.
With the help of the interrelation of the different departments, the company is
able to analyse the profits which are being achieved within the market.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The marketing mix is defined as the action or tactic which the company uses
to promote the services and products at large scale. There are 7 elements which are
included within the marketing mix and these are mentioned and described as –
Product – There is new product which is being launched in the market and this is
Fruit and Nut Cookies by Unilever. The product is made available to the customers
at large scale in the market (Lahtinen, Dietrich and Rundle-Thiele, 2020).
Price – The cost of the product is very high as Fruit and Nut Cookies is among the
luxurious product which is being made available for the customers who can actually
afford.
Promotion – The promotion of the new product is being done with the help of
advertising it in the market and reaching the customers through social media
channels such as Instagram, Official Website, Facebook etc.
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Place – The place is where the customers are buying the products and services. The
new product which is launched is made available in the stores for the customers to
make their purchase.
People – People of Unilever ensure that the Fruit and Nut Cookies is being
marketed appropriately with the customers (Pedersen and Williams, 2021).
Process – The process of Unilever is that it helps in creating smooth, customer
friendly and efficient processes which helps in achieving the perspectives of
analysing the customer needs and requirements.
Physical Evidence – The physical evidence provides the tangible cues which helps
in providing the aspects related to product growth and development in the market.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
For meeting the overall objectives of business, the marketing mix was
adopted and this helped in analysing the perspectives related to how Unilever is
marketing the new product which is launched in the market. The Fruit and Nut
Cookies by Unilever is being launched in the market and this helps in stating and
addressing the concerns regarding the positive marketing strategies to be applied at
large scale (Jain and Jain, 2020).
The marketing mix has helped in denoting that product, price, promotion,
place, people, process, physical evidence are the major elements which are framed
to evaluate the perspectives related to growth and development of the new product
within the market and to evaluate the concerns regarding targeting the customers at
large scale. Fruit and Nut Cookies launched by Unilever helps in ensuring that the
business objectives and goals are achieved which helps in delivering the basic
concerns related to growth and development at large scale. Therefore, the marketing
mix has been achieved the targets which helps in measuring the overall objectives
which are related to business at large scale. This helps in achieving the targets and
objectives which are mentioned as productive for achieving the business objectives
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at large scale. This helps in addressing the concerns related to effectively evaluating
the business objectives and goals to be successfully fulfilled in appropriate manner.
3.0 Recommendations
There are certain recommendations which should be analysed regarding the
new product launch in the market at large scale. These recommendations are –
 Unilever should focus on the aspects related to operations and processes
related in the growth of the new product (Fayyaz and et.al., 2020).
 There should be formulation of the new strategies which helps in
demonstrating the perspectives related to making the new product available to
the customers in the market.
 Usage of marketing mix should be made applicable for ensuring the analysis
of how effectively the Unilever is able to provide the perspectives related to
analysis of growth and development at large scale.
These are some major recommendations which should be made applicable and
considered as major part of the company (Gutierrez-Gutierrez, Barrales-Molina and
Kaynak, 2018). It is very important that the details and information regarding the new
product launch helps in determining the key concerns related to gaining major
customers who are able to afford the luxurious new product which is Fruit and Nut
Cookies. Therefore, these recommendations should be analysed which helps in
addressing the key concerns related to business growth and development. This
helps in creating value for the new luxurious product which is being launched in the
market at large scale.
9.0 Conclusions
Thus, it is concluded from the above report that marketing plays an important
role in the promoting and advertising the products and services of Unilever. It was
concluded that marketing function works and interacts with the other departments at
large scale. Further, marketing mix was explained which helped in analysing the
perspectives related to how the Fruit and Nut Cookie was introduced in the market at
large scale. There will be recommendations which will be explained in relation to how
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effectively and in appropriate manner the new product will be launched in the market
at effective and efficient scale appropriately.
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References
Al-Zyoud, M.F., 2018. Social media marketing, functional branding strategy and
intentional branding. Problems and Perspectives in
Management. (16, Iss. 3). pp.102-116.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Fayyaz, Z. and et.al., 2020. Recommendation systems: Algorithms, challenges,
metrics, and business opportunities. applied sciences. 10(21).
p.7748.
Gutierrez-Gutierrez, L.J., Barrales-Molina, V. and Kaynak, H., 2018. The role of
human resource-related quality management practices in new
product development: A dynamic capability
perspective. International Journal of Operations & Production
Management.
Ismail, M. and Zainol, F.A., 2018. A review on the evolution and definition of
entrepreneurial marketing. Marketing. 8(5). pp.642-656.
Jain, M.R. and Jain, S., 2020. Analyzing and Exploring the Effectiveness of Each
Element of 7Ps of Marketing Mix.
Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of
Marketing. 82(4). pp.1-12.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a
social marketing context. Journal of Social Marketing.
Pedersen, Z.P. and Williams, A.S., 2021. Marketing mix. In Encyclopedia of Sport
Management (pp. 302-303). Edward Elgar Publishing.
Rangaswamy, A. and et.al., 2020. The role of marketing in digital business
platforms. Journal of Interactive Marketing. 51. pp.72-90.
Rust, R.T., 2020. Outside-in marketing: Why, when and how?. Industrial Marketing
Management. 89. pp.102-104.
Stadnyk, V. and et.al., 2020. The concept of marketing of balanced development and
features of its implementation in the food market. Agricultural
and Resource Economics: International Scientific E-
Journal. 6(1868-2020-1687). pp.80-95.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organizational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
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References p
1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
Mission – To deliver products and services which looks good to customers and get
more out it.
Corporate Strategy – To function with the broad description as its generic strategy
for competitive advantage.
Objectives - The major objectives of Unilever are –
 To provide the customers facilities through products and services in
appropriate manner.
 To improve the livelihoods of hundreds and thousands of individuals by
providing them effective services in significant manner (Tien, 2019).
With the help of the mission, corporate strategy and objectives, there are concerns
which are related to effectively knowing the strategic marketing plan which has been
analyzed at large scale. Unilever is working on fulfilling the needs and requirements
of the customers by providing them and making available products and services in
the market. This helps in stating the aspects related to analyzing the concerns
related to objectives and goals.
2.0 Clear and SMART marketing objectives
There are some SMART marketing objectives which are being analyzed and
are addressed as important for knowing and understanding perspectives which are
related to growth and development of the market at large scale. The SMART
objectives will help in understanding the concerns related to the new luxurious
product which is launched in the market known as Fruit and Nut Cookie by Unilever
(Bîrzu, 2021). There are some major SMART objectives which will help in fulfilling
the goals and objectives and will define the perspectives related to growth and
development along with achieving success at large scale. These SMART marketing
objectives are mentioned as –
 To enhance the revenue of food products within Unilever by minimum of 40%
for luxurious product.
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 To increase profits of the company by 80% using marketing channels for
customers' engagement within the company.
3.0 Marketing research to support the new product line
launch
It is very important to understand and research the market when there has been new
product launch. This will help in creating value for the new product which is Fruit and
Nut Cookie by Unilever. For supporting the new product line launch which is the food
industry, it is very important that research is being done in appropriate manner for
the launch of new product in the market (Cornwell and Kwon, 2020).
The launch of new product is done with the help of marketing plans which will
help in stating the promotion and advertising of the new product in the market.
Marketing research is very important aspect which helps in stating that the engaged
and interested customers are available in the market to buy the new product which is
being made available to them in the market.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Marketing audit – The marketing audit is being done with the help of analyzing the
market with the help of using the tool which is SWOT analysis.
SWOT Analysis – It consists of –
Strengths – Unilever operates in 190 countries and has a global; footprint which
helps the new product launch in the market a successful one. The research and
development department is heavily funded.
Weaknesses – The products of Unilever can easily be replaced which is its major
weakness. Along with that competitive market also forces Unilever to be down
(Benzaghta and et.al., 2021).
Opportunities – Unilever has the major opportunities in the market which helps in
knowing that Unilever can have good track record of environmental and social
responsibilities. The company can obtain the target customers from the market by
applying proper strategy.
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Threats – The competition from the other companies and large businesses is the
threat to Unilever.
4.2 A competitor analysis including the market segments
The competitive analysis is done with the application of Porter’s Five Force
Model which is described as –
Porter’s Five Force Model – This is explained below -
Bargaining Power of Customers — It is the ability of the customers to drive the low
prices and how the cost and prices are affected by the new product which is
launched in the market.
Bargaining Power of Suppliers — There are number of suppliers with the major
inputs which help in depicting the key concerns related to marketing the new product
which is to be launched (Bruijl and Gerard, 2018).
Threat of New Entrants — The threat to new entrants depicts that the new product is
being launched but there has been threat to the new product of Unilever.
Threat of Substitute Products — There are various substitute products in the market
which may affect the growth and launching of the new product.
4.3 Sub-segments
Sub segments which are covered for the new product launch in the market is
analyzed and mentioned as – demographics which will target the customers who are
of luxurious class and high income group. This will help in analyzing the concerns
related to the providence of the new product which is Fruit and Nut Cookies to the
customers which are there in the market. This also includes the geographical area
which is UK to where this new product will be launched at large scale ( Chandler,
2019).
The high income group which is targeted helps in stating the aspects and
concerns regarding the base as to how effectively and in appropriate manner the
market has provided and will deliver the new product to the customers engaged in
buying the product. This will help in providing the new product to the customers who
are interested in buying it.
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4.4 Articulation of the new product value-proposition in the eyes of
the customer
Value proposition is defined as the mix of benefits and values which helps in
promising the products and services to the customers and promises to deliver them
to the market at large scale. The value for the new product and customers which
Unilever is providing is – To always working with integrity and positive impact by
continuous commitment which is to be delivered at large scale (Meng, Somenahalli
and Berry, 2020). The value proposition helps in bringing the effective product
marketing activities, competitive insight, product valuation, customer intelligence at
large scale. It is very important that the product is being valued and is analyzing the
key aspects which are in the framework for the depicted new product launch in the
market. This helps in analyzing the concerns related to the value of the products and
services which are made available to the customers by Unilever.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Marketing Mix is defined as the set of actions, tactics which the company uses for
promoting the products and services at large scale. The elements in Marketing Mix
are -
Product – There is new product which has been launched in the market and this is
Fruit and Nut Cookie by Unilever.
Price – The cost of the product is high as it is a luxurious product being made
available for the higher class group (Thabit and Raewf, 2018).
Promotion – The promotion of the new product will be done through social media
platforms such as Instagram, Facebook etc.
Place – The new product is placed in stores and in the market where it becomes
easy for the new product to be bought by the customers.
People – There has been access to people which helps in knowing to provide the
product to the customers.
Process – Maximum efficiency and readability of the new product helps in
understanding that the correct process is being used by the company for the new
product (Lim, 2021).
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Physical Evidence - Physical evidence are the stores and offices which are there for
the products to be placed at large scale.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Marketing budget is defined as the amount of money which the business allocates
which is related to the advertising and promotion of the products and services which
the company is delivering (Kumar and Pauwels, 2020). The overall marketing budget
is being displayed below –
Particulars Amount (in Pounds)
Marketing Research 540
Media 990
Video Advertising 230
Social Media Marketing 500
Creative designs 650
Recruitment 120
Total 3030 pounds
With the help of this marketing budget, there will be proper analysis of how
much funds and budget is required at large scale by the company in the market.
4.7 Tactical actions
For analyzing the concerns related to growth and development of the new
product launch there are several tactical actions which are being used at large scale.
These tactical actions will help in leading the concerns related to new product
development at large scale which is to be brought in the market. The tactical actions
are analyzed and are mentioned as –
 Different business and objectives will be discussed and framed for introducing
the new product in the market (Cooper, 2019).
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 There should be increase in the sales and profits of the company which helps
in introducing and initiating the concerns related to growth and development
at large scale.
 Different types of strategies are framed for initiating the concerns related to
effectively evaluating the new product launch in the market at large scale in
effective manner.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
Return on Marketing Investment (ROMI) is the metric which is the used to
measure the overall marketing campaign which is framed to be effective which helps
the marketers to initiate and make the decisions by allocating the future resources at
large scale. This will help in achieving the objectives which are mentioned to launch
the new product in the market. This is the metrics which is evaluated to measure and
monitor the aspects related to growth and development in the market of the new
product (Rheeder, 2020).
Customer Lifetime Value (CLV) is defined as the present value of the cash
flows which are made for the future or the value of the business which is attributed at
large scale within the market to the customer during the initiative which has been
taken at large scale.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
The media budget is being explained below –
Particulars May (in
pounds)
June (in
pounds)
July (in
pounds)
August (in
pounds)
Marketing
research
120 110 110 110
Video 240 340 230 180
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Advertising
Recruitment 80 60 180 60
Creative
designs
45 25 45 95
Social Media
Marketing
60 70 190 90
Media 80 70 40 90
Total 625 625 625 625
The media budget is defined as the company’s promotional expenditures over
a certain period of time (Danaher and van Heerde, 2018). This helps in knowing that
there are activities which are to be analyzed and what will be the cost of the activities
in each month as per the resources and facilities to be made available to the
customers for the new product to be made available to them at large scale. This will
help in knowing the perspectives related to growth and development of the new
product at large scale.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
It is very important for Unilever to analyze that the new product is being
recognized within the market and this helps in knowing the concerns related to
effectively evaluating and development of the new product to be provided to the
customers. It is recommended that that proper strategies should be applied for
integrating the marketing activities within the set budget so that the marketing
objectives are met. This will help in knowing and understanding that the new product
will have the customer base in the market (Rajendra and Sudana, 2018).
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Rationale – The main reason which has been identified for the concerns
related to evaluating the multi – media activities within the set budget relates to
conducting the perspectives of new product so that the budget which has been
framed is being fulfilled at large scale in effective manner.
5.3 Appropriate digital, offline and social media channels for
communication
The digital, offline and social media channels for communication is used for
introducing the new product in the market which is Fruit and Nut Cookie by Unilever
at large scale. There is appropriate online, offline and digital media which is being
used for promoting and advertising the new product in the market. The digital media
which is being used within the new product promotion and advertising is Instagram,
Facebook, online official website which is being used at large scale (Kumar and
et.al., 2018).
The offline channels which are used for promoting and advertising the new
product is through posters, advertisements in the newspapers etc. With the help of
promoting and advertising the new product the customer scale will be enlarged and
this will help in depicting the perspectives related to making the new product reach
the customers at large scale.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
The plan has been framed on the basis of how effectively and in appropriate
manner there are concerns which are related to multimedia plan based on qualitative
criteria at large scale. The qualitative criteria are being analyzed for making the
perspective related to growth and development of the new product which is Fruit and
Nut Cookie at large scale (Babenkov, Shukalov and Zharinov, 2021).
The qualitative criteria are being analyzed for collecting the information and
data which is related to growth and development of the new product in the market by
Unilever. The information related to gathering it in context of multimedia plan will be
framed at large scale. This will help in knowing the concern regarding the growth of
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the new product in the market and how the customers are to be engaged in
significant manner largely.
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Rheeder, I., 2020. Calculating Return on Marketing Investment (ROMI).
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