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

This article discusses the marketing concept, functions and mix, with a focus on Tesco's marketing strategies. It also covers the extended marketing mix and provides a marketing plan and media plan to support a marketing campaign. The article includes a situational analysis, competitor analysis, and recommendations for control and monitoring measures.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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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 process of the promoting and advertising of goods and
services in the market by using various techniques and methods to attract large
number of customers for the achievement of goals and objectives. In recent times
marketing plays most important role in an organisation in order to increase their
customer base and brand value (Al Badi, 2019). A marketing plan has been termed
as the strategies which the marketers of the company will implement or apply in
order to sell their goods and services to people. The effective marketing plan helps
the management to determine the target segment as well as best strategies to
promote their brand among the whole world. To define the marketing concept and
planning the selected organisation is Tesco which is the leading British multinational
supermarket in UK. it was founded in 1919 by Jack Cohen in order to provide various
item to the public. It deals in multiple items such as grocery items, food products,
household items, beauty products and many more.
This project covers the role of marketing as well as how it interrelates with
other business units of an organisation. along with it covers the ways in which
companies use elements of the marketing mix to achieve overall business
objectives. Further, It highlights a marketing plan for an organisation which meets
marketing objectives. At last it defines a media plan to support a marketing campaign
for an organisation.
2.0 An explanation of the concept/definition of marketing in
the 21st century
It has been determining that In 21st century the marketing is adding or providing
value to customers by entertaining and educating them by digital, online and social
media platforms. Nowadays most of the leading firms use digital marketing by
sending emails to the customers about their product and services so they proper
information about variety, price, range and quality of items in order to increase their
customer base (Alsem, 2019). it has been seen that people has busy work schedule
so they have less time, discretionary income and huge choices so the organisation is
trying to delivered to best experience to the customers as per the recent trends.
there is various technology available by which marketer of the Tesco promote their
grocery items to meet the needs of customers as well as gain competitive advantage
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over competitors. Half of the population know about the marketing technology as well
as attracted towards the product and services which promoted innovatively.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing function plays significant role in increasing the sales and revenue of
the company. In Tesco, marketing functions includes various activities which the
marketers have to perform such as explaining and managing the brand of company
as well as make strategies in order to marketing initiatives and set their target
segment to meet the objectives. further they developing effective promotional and
marketing materials to attract their target segment by making content rending search
engine for their company website (Belyaeva, 2018). along with the marketer monitor
as well as manage their marketing programme or social media. then they conduct
huge research about the recent marketing trends and developing communication in
order to provide information to the other department.
In the Tesco, it is related to the product, pricing, promotion, and selling the
goods and services at market place in order to meet the desired goals of the
company. for example they make logo and taglines of their brand by using effective
words, colour, graphics and design in order to make it more attractive to increase
their brand value in market. By determining recent and future trends they make
modification in their brand identification so the people can recognise it easily and
remember it while purchasing product and services in the market.
4.0 An analysis of how the marketing function works and
interacts with other departments
The marketing functions works and link with sales department in order to increase
the profitability of the company. it has been seen that role of the marketing is the
drive the attention of the public towards the business as well as engage customers
with the product and services for long run.
Marketing and sales- It has been analyse that marketing and sales department
works together as specialist of the marketing make sure the sales department are
offering goods and services in best manner in order to meet the desires of their
targeted customers. Marketing functions provide various information about customer
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trends and marketing condition so the employees in sales department make policies
to deliver the products to customers as per the trends (Camilleri, 2019).
Marketing and finance- Both the functions are interlinked with each other In Tesco
such as marketing department inform about the various new technology which they
implement and want to install in their company in order to promote their product and
services in the market. so the finance department make budget and provide
information about the available funds in their company to apply those technology in
their marketing activities to advertise it among the whole world.
Marketing and customer service- It has been seen that customer services
department provide the feedbacks, suggestions and preferences of the customers to
the marketing department so they make modification in their current content and
make innovative one in order to add value to increase the experiences of the
customer.
Marketing and human resource- In Tesco professionals of marketing department
make sure the right information is provided to the human resource department about
the current and future needs as well as vacant role position of the staff members in
order generate best context as well as use advance technology to meet the desired
outcomes of the company.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix can be understood as the most effective marketing techniques
which includes 4ps such as price, product, place and promotion. In extended
Marketing mix there are 7ps like product, place, price, promotion, process, physical
evidence and people. It has been seen that previously the marketers of the Tesco
can focus only on the 4ps and make strategies related to that(Deepak. and
Jeyakumar, 2019). But in recent times They have to make marketing policies by
keeping 3 more Ps in their mind in order to achieve company goals. It helps the
company to formulate effective marketing strategies along with implement it in
unique manner. The seven component of the marketing mix are as follows-
 Product- in includes quantity, quality, variety, design of product and services
which the Tesco sell in their target market to target customers.
 Price- It is related to the price of various items sold in super market, offers,
discounts at which the Tesco sell their items.
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 Place- It is relevance to the location, area and platforms which the top
management of company chose to sell their items like physical store, online
business and other.
 Promotion- In includes marketing tools and activities which the management
of Tesco use to promote their product and services in order to attract large
number of customers.
 People- It includes employees and professionals which works in each
department of the company in order to provide high quality product and
services to the customers.
 Physical Evidence- It includes the brand name, physical store, online website
and many more so the customers buy product and services by reaching there.
 Process- It is related to the business process, system and policies which is
formulated to deliver the product and services at right time and place
(Gunawardane, 2020).
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
Marketing Mix helps the management of the Tesco by providing a complete roadmap
for the objectives of the business. It keeps them on the tract of their business project
by reminding them the target market in their mind so they make effective strategies.
The marketing mix will help the management to assure that they are marketing the
right people, product, time and price. The marketing mix in context to Tesco are as
follows-
Product- It has been seen that the Tesco sell variety of product with huge range in
it at high quality such as grocery items, fresh and organic food items, unique design
house hold items and many more which helps them to keep their huge number of
customer.
Place- Management of Tesco offers their items by introducing physical store in the
main areas of the country. After pandemic and globalisation they open their online
store or website in order to deliver their huge range of items to people among whole
world (Hanlon, 2019).
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Price- Professionals of Tesco make effective pricing strategy and offer various
discounts and rewards to customers in order to engage them with the products and
brand. It helps them to get better ideas for future to increase their sales and revenue.
Promotion- In this marketers of the Tesco used various marketing tools and
techniques such as direct marketing, public relation to promote their product and
services. in order to meet the needs of people in modern times they make strategies
and use digital marketing in their promotion activities to provide information about
their business and items across the world by posting it on website or sending emails
to customers.
3.0 Recommendations
It has been recommended to the management and marketers of the Tesco
that they have to make strategies in order to modified their marketing mix by
conducting huge research on the recent trends like they have to adopt new and
advance marketing techniques such as context marketing to provide deep details
about their products to the target customers. They must also expand their marketing
mix by adding three more Ps such as process, physical evidence and people in their
marketing campaign. By offering various discounts and offers on their items to sell
them on online website of their company they can meet objectives of business
(Hanssens, 2020).
9.0 Conclusions
As per the above presented information, it has been concluded that marketing
refers to the concept of making various strategies to promote goods and services in
the market effectively in order to meet the expectation of the target customers. It has
interconnected with all the department of the company such as finance, human
resource, customer service, sales and many more in order to increase overall
effectiveness of the company. the expended marketing mix includes 7ps such a
price, product, promotion, place, people, process and physical evidence In 21
century. the Marketing mix helps the marketers to change their outdated strategies
by the advance one in order to add more value to the customer experiences.
References
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in
SMEs in Al Buraimi–Oman. Benchmarking: An International Journal.
Alsem, K.J., 2019. Applied strategic marketing: a step by step approach. Routledge.
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Belyaeva, Z., 2018. Business environment challenges and trends for contemporary
SMEs in Europe. The sustainable marketing concept in European SMEs.
Camilleri, M.A. ed., 2019. Tourism planning and destination marketing. Bingley:
Emerald Publishing.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Gunawardane, G., 2020. Health Care Marketing Mix: Planning Health Care
Marketing Strategy for Each Segment/Niche. World Scientific Book Chapters,
pp.227-258.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Hanssens, D.M., 2020. Market Response Models for Social Marketing Causes.
In Continuing to Broaden the Marketing Concept. Emerald Publishing Limited.
Iacobucci, D. ed., 2020. Continuing to Broaden the Marketing Concept. Emerald
Group Publishing.
Krasyuk, I., Kirillova, T. and Amakhina, S., 2019, October. Marketing concepts
development in the digital economic environment. In Proceedings of the 2019
International SPBPU Scientific Conference on Innovations in Digital Economy (pp. 1-
6).
Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
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
4.40 Articulation of the new product value-proposition in the eyes of the
cust0omer p
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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
References p
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Strategic marketing plan is referring to the making an effective plan to
increase the sales, profit and customers base of the company. It has been
determining that the mission of the Tesco is serving and delivering better quality
product and services to the customers, society and world (Iacobucci, 2020). The
objectives of the company are to increase productivity, profitability as well as market
value along with corporate strategy refers to the maximize customer base and brand
value in global market. The strategic marketing plan enable the firm to add value to
the customers by interacting and communicating with them about their brand and
products in order to increase their experience for achievement of goals. Marketing
planning include target segment analysis, identification of goals and objectives as
well as competitive analysis.
2.0 Clear and SMART marketing objectives
The clear and SMART objectives in context to the Tesco are as follows-
SMART objectives are specific, Measurable, Achievable, reliable and time period.
Specific Measurable Achievable Reliable Time period
To increase
net sales by
10 %
It is
measurable by
the end of
year by
comparing
current year
sales with las
year sales
By introducing
new line of
product and
making
effective
contain to post
it on the digital
platform and
social media
as well as
It is imperative
for company
to gain
competitive
advantage for
survival in
future dynamic
market
6 month
To hire
professionals
in their
marketing
department for
It is
measurable by
evaluating
their
performance
By receiving
job application
from the highly
qualified and
talented
It is helpful for
company to
develop
attractive
context in
4 month
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increasing
customer base
and
profitability
and its impact
on the growth
of company
people. order to
promote
product and
services with
advance
technology
3.0 Marketing research to support the new product line
launch
The marketers of the Tesco must conduct marketing research by following 7 steps in
order to support new product line launch as they make plan to add organic food
items in their product line such as determine their target market and competitors then
set their target segment as well as develop their value proposition in order to identify
their marketing strategies to meet customer expectations (Krasyuk, Kirillova, and
Amakhina, 2019). By providing products to customers as a sample they must test
their product and effectiveness. Further they must organize market Champaign by
using advance digital technology addition to monitor and observe their product life
cycle to meet the objectives.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis- It helps the company to determine the internal strengths and
weaknesses as well as external threat and opportunities to launch the new product
line successfully
Strengths
Huge customer base
Better innovation strategy and financial
resources
Weaknesses
Employees has less knowledge about
new technology
Shortage of products and employees
Opportunities Threats
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Machine and AI technology
Growth of online business
Effective marketing and pricing policy of
competitors
Change in environment and customer
taste
Pestle analysis- It also known as PEST analysis which helps the company to
determine the impact of macro external environment that are as follows-
 Political- The political condition of UK is stable and less government
interference which allow the management of Tesco to launch new product line
without any restriction (Pavenkov and Rubtcova, 2019).
 Economic- The inflation rate and bank rate In UK is favorable for Tesco as
they can take loan at low rate for investment in new line of product to increase
sale.
 Social- People in UK are more health and quality conscious which helps the
Tesco to increase their sales by introducing organic food products in their
product line.
 Technological- IN UK there are various advance and digital marketing
technology is available which enable the marketers of Tesco to promote their
new products across the world.
 5c analysis- It stands for competitors, customers, collaborations, company
and context as well as it is a framework which provide clear guidelines in
order collect information about these factors in order to make strategies to
achieve target (Peterson and Epler, 2020).
4.2 A competitor analysis including the market segments
By using frame work of 5c analysis they determine the strategies, policies, strengths,
weaknesses and their products in order to make effective strategies. After that the
marketers of the Tesco make strategies by using STP model in order to fix their
target segment for the new line of products. It includes three elements such as
segmentation, targeting and positioning.
Market segment includes three elements such as segmentation, targeting and
positioning that are shown below-
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 Segmentation- They target people among the age group of 15 to 50 and
women who want organic, low fat and healthy item in order to maintain their
health condition (Rudawska, 2018).
 Targeting- In order to target those people they offer products with unique
packing on their online store among the whole world.
 Positioning – In This marketers of Tesco implement new marketing platforms
and tools such as social media in order to add value to customers.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It has been seen that in recent times most of the people have busy life
schedule and unhealthy eating habits due to consumption of chemical based food
items. The new organic food items of Tesco help them to increase their health
condition by having finest quality food items in daily routine. The organic food
attracts new target segment to enhance their experience and living standard.
4.5 Development of the marketing strategies applied to the
extended marketing mix
 In order to apply the extended marketing mix the marketers of the Tesco
make effective policies by conducting research about the needs of employees
and customer problems related to physical evidence in order to change their
business process to hire best candidate and methods to sell their organic food
items. Then they collect various resources like data, report of company and
finance to apply it successfully for the growth of company (Rudawska, 2018).
.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
All overall marketing budget in context to the Tesco are as follows-
Particulars Amount
Marketing 10,000
Salary to employees 15,000
Collecting of information and resources 5000
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Technology 10,000
The total marketing budget of the company is 40, 000 euro in order to promote the
new product in the target market to the target customers.
4.7 Tactical actions
The marketers take tactical actions by hiring professionals who has proper
knowledge about the social media and content marketing as well as extended
marketing mix to meet the objectives to increase the sales of the company (Schultz,
2018). they make attractive advertisement with unique designs and color to drive the
attention of targeted customers.by making effective marketing plan and providing
training to employees in order to execute 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)
After implementing the content marketing and social media marketing
strategies in their organisation the marketers have to apply monitoring and control
measures in order to make sure the accomplishment of goals. they use two metrics
such as-
Customer lifetime value- In this they assume the total spending of their
customers in a year on the brand of Tesco and future expectation to meet their
goals. The management measure it by multiplying customers average purchase
value with average customer lifespan and average purchase frequency (Senanu
and Anning-Dorson, 2022).
Return on marketing investment - In This they determine the profit
generated through marketing investment by reduce marketing cost with sales and
dividing it with marketing cost in order to determine the increase in profit.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
The social media and content media budget in context to Tesco are as follows-
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Particular Amount
Hiring professionals 7,000
Social media tools and technology 10, 000
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
It has been recommended to the Marketers of Tesco the content marketing and
social media marketing helps them to increase their sales by engaging youth of the
world in their organic product which leads to increase in their sales and customer
base. The Instagram and Facebook enable them to share information about the
brand and product as it has been seen that most of the people are user of the multi
media which helps Tesco to meet their marketing objectives (THIS, 2020).
5.3 Appropriate digital, offline and social media channels for
communication
There are various offline channels like holding on roads and events, advertisement
on newspaper, TV radio and other channels. along with digital and social media
channels are Twitter, email, LinkedIn, Instagram, Facebook, Blogs, Vlogs on
YouTube and many more which the marketers of the Tesco can use to communicate
about their brand to Target segment (Wiścicka-Fernando, 2018).
.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
It the multi- media plan of the Tesco helps the company to increase their
market and brand value. as they hire professionals to make effective content in order
to post pictures, tagline, video, reels and poster on Instagram, Facebook (Yang,
2021). Along with they also appoint celebrity and social media influencers to spread
awareness about their new product and brand which enable the company to
increase their sales and revenue.
References
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Pavenkov, O. and Rubtcova, M., 2019, February. Theoretical and Methodological
Basics of Integrated Marketing Communication’s Investigation. In International
Conference on Sustainable Development ICSD.
Peterson, M. and Epler, R., 2020. Sustainability developments in cities of the
world. Continuing to Broaden the Marketing Concept.
Rajab, S. and Majeed, M., 2020. The Role of Critical Strategic Planning Factors in
Enhancing Marketing Prowess.
Rudawska, E., 2018. From sustainable market orientation to sustainability marketing.
In The sustainable marketing concept in European SMEs. Emerald Publishing
Limited.
Rudawska, E., 2018. Methodological Aspects of the Research on Sustainability
Marketing in SMEs. In The Sustainable Marketing Concept in European SMEs.
Emerald Publishing Limited.
Schultz, D.E., 2018. From STP to PAR: Moving communication planning from the
past to the future. Applied Marketing Analytics, 3(4), pp.286-290.
Senanu, B. and Anning-Dorson, T., 2022. Marketing Communication Planning for
SMEs in Emerging Markets. In Marketing Communications in Emerging Economies,
Volume II (pp. 65-92). Palgrave Macmillan, Cham.
THIS, T.M.I.L., 2020. Strategic Marketing Planning. Hashtags and Headlines:
Marketing for School Leaders, p.29.
Wiścicka-Fernando, M., 2018. Sustainability marketing tools in small and medium
enterprises. In The Sustainable Marketing Concept in European SMEs. Emerald
Publishing Limited.
Yang, F., 2021, August. Analysis of China's Automobile Marketing System and
Automobile Sales Market Structure Model Based on Cloud Computing. In 2021 IEEE
International Conference on Advances in Electrical Engineering and Computer
Applications (AEECA) (pp. 927-930). IEEE.
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