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

This report discusses the concept and definition of marketing in the 21st century, the role of marketing function, and how it interacts with other departments. It also explains the extended marketing mix and provides examples from Sainsbury, a leading supermarket chain in the UK. The report evaluates how the marketing mix adopted by Sainsbury contributes to the success of the organization in meeting their overall business objectives. Additionally, it provides recommendations and a marketing plan for launching a new product line.

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 is a process of commercialisation in which the sellers promote their goods
and services by acknowledging their products to the consumers, clients, suppliers,
partners, etc. through various methods like, communication, delivering test kits so
that the other party could try the same, social media platforms, advertising in
magazines, newspapers, etc. In order to maintain its brand name in the market,
business organization takes helps in form marketing in which they could access into
the market in terms of understanding that what is actually needed by the consumers.
It also assists in receiving feedbacks from the clients regarding the product or
service so that they can make necessary changes if required. In the following report
Sainsbury has been taken that is the second largest supermarket chain in United
Kingdom. It deals in the retail sector. It was founded in the year 1869 in London by
John James Sainsbury. The report will going to discuss the concept and definition of
marketing in 21st century. Along with this it will also talk about the role of marketing
function and analyse that how marketing takes place. It also explains the concept of
marketing mix and provide examples for the same.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Concept of marketing
Marketing is a process in which the business organizations use this particular
technique to promote its product and services so as to gather the consumer base in
the target market. Basically, in simple terms marketing is a strategy that is used to
attract the customers towards their creation to make them buy that product. They
make them understand that they are delivering a quality product. It helps in
encouraging the small and medium scale enterprises to make their place in the
market by using this tool that is marketing. And in the era of 21st century, it is
considered to be the best technique by which goods and services could be identified
by the consumers. This activity particularly enhances the productivity of the company
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if the product succeeds in satisfying the wants of the customers and if not then there
would be a chance to modify the given product according to them. There is no
perfect marketing technique, it all depends upon the creativity that is being used by
the concerned manufacturer to attract the consumers. Such as, making slogans,
jingles and designing the packaging of the product in an alluring manner that could
tempt the consumers to buy that product. Basically a product or a service should be
advertise in such a way that it could mark its presence in the minds of the customers.
Nowadays there are various methods like marketing mix which could be utilized by
the business organizations in order to achieve the desired aim of the company.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Role of marketing function
The process of commercialisation of goods helps in attaining the desired objectives
of the business organisation by making a marketing plan for the concerned
organizational structure by utilizing various elements such as technology,
digitalisation, people, advertising. In relation with Sainsbury, the role of marketing is
connected with many points of concern including its functioning and obligation, they
are-
 Meet the needs of the customers: the first and the foremost requirement for
a business is to know the demands of the customers that what they actually
want. It is very important to understand the functioning of the market and this
could be done by adopting various methods such as knowing about the
purchasing power of the customers, channelising the products and services
among the targeted consumer force, etc. in context with Sainsbury, the
company always try to satisfy the wants of the customers and provide them
with best quality services.
 Ensure organisation survival, growth and reputation: a business
organization can only survive in the market when it fulfils the required
demands of the consumers. By doing this, an organization would perform its
business operations more effectively. In context with Sainsbury, it has
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maintained its brand value by supplying quality product to the customers
which shows its loyalty towards the buyers.
 Increase market: various promotional activities ensure better sales of the
products. It helps in attracting the existing customers as well as creating new
consumer base. In relation to Sainsbury, various marketing techniques are
used by the marketing team such as digitalization, advertising through videos,
newspapers and magazines, websites, etc.
 Good product offerings: it means that the business organization should also
try to introduce new products and services under a single brand name. This
helps to create an excitement among the customers in order to buy that
particular product. In context with Sainsbury, they offer a wide range of
products to the clients which includes household essentials, clothing,
cookware, fashion related stuff, footwear, etc.
 Face competition: business is all about taking risks and facing competition.
The real market king is one who focuses on meeting the demands of the
consumers by providing them with satisfaction. It needs to consider not only
the high class standards but also the middle income sector. In relation with
Sainsbury, there are many other competitors that are present in the market,
like Sainsbury, Morrisons, Asda, etc. in which Sainsbury is one of the leading
retailing brand in United Kingdom. But Sainsbury not only cover the middle
income group of the state but also concerned with the quality of the goods.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing department of a company plays a very vital role in designing a perfect
marketing strategy in order to enhance the productivity as well as the sales of the
business organization in an effective and efficient manner. But along with this, they
also need to communicate with the other departments of the organization for the
formulation of the marketing framework that has been given in below listed points-
Marketing and production department: marketing sector has is required to develop a
link with the production department so as to ensure the manufacturing of quality
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goods and according to the demands of the consumers. It is very essential to meet
the expectations of the consumers.
Marketing and finance department: the link with finance department helps in
preparing a budget plan for the promotion and supply of the products. It focuses on
increasing the profitability and sales of the products in an efficient manner.
Marketing and Human resource management: one of the most required department
in terms of promoting and introducing the products in the market is HR department. It
ensures that the task of researching the important aspects that helps in making an
efficient marketing plan must be done in an expeditious manner in which it includes
promotional activities, designing the website and advertisements. The sales team
helps in preparing a cost effective plan for the formulation of a perfect marketing
strategy.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix
Marketing mix is a process through which the aims and objectives of marketing plan
could be achieved. There are seven Ps that are included in this method. Sainsbury
has considered these Ps while establishing their promotional activities. It particularly
helps in knowing the actual position of the company in the market among its
competitors. The seven Ps are discussed below-
Product: through this first P of marketing mix, it could be understood that what type
of product is being manufactured by the company. It must be high in quality and
according to the demands of the consumers. Sainsbury provides the quality product
and deals in number of goods that are suitable for every age group.
Price: before deciding the price of the product it is important to know about the
purchasing power of the consumers which basically gives an idea about the price
that consumers are willing to pay for the product.
Place: the place where the products are being listed in various retailing shops or
stores should be approachable for the consumers. In context of Sainsbury, it has
overall 4673 stores that are located all over England.
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Promotion: it is a tool that is used to acknowledge the product to the consumers
through various methods like advertisement in magazines, social media platforms,
official websites, etc. Sainsbury has used various promotional techniques so as to
make the customers know about the product.
People: it means the staff of the organization who work in order to enhance the
productivity of the business. Sainsbury follows the performance payment policy in
terms of holding their employees. Rewards are being given to the best employees to
encourage them .
Process: it refers to the system through which the goods are being supplied to the
consumers whether they are living in urban or sub- urban areas. Sainsbury owns the
stores in both urban and sub- urban areas for every age group.
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
Because it aids in understanding the goods or services a company provides to its
clients, marketing is crucial for an organisation to achieve its goals. Regarding
Sainsbury, it offers numerous advantages of this combination in achieving the
following organisational goals:
Resource distribution: In the case of Sainsbury, it offers helpful guidelines for
dividing up its resources according to the type of marketing mix. As a result, it not
only increases customer satisfaction but also generates profit for the company.
As a result, it not only increases customer satisfaction but also generates profit for
the company. Allocation of responsibilities: With regard to Sainsbury, each team
member's area of expertise determines how much responsibility each member of the
team is given . Additionally, it facilitates the creation and implementation of
successful marketing plans.
Customer demands: With regard to Sainsbury, this aids in understanding what their
customers need from a product so that they can satisfy those needs by giving them
high-quality goods.
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3.0 Recommendations
Marketing mix allows a corporation to generate profits in comparison to the
competition that significantly contributes for a business and its shareholders.
Sainsbury is advised to employ natural resources in the production of products
because doing so would result in lower costs for the corporation.
In order to enhance market share and brand recognition among consumers, it should
also select a distinctive geographical area. The business needs to enhance tax and
regulatory advantages that will help reduce costs and support diversification strategy
or development. This will aid the business in making money and boosting sales.
Conclusions
From this study, it can be inferred that marketing assists businesses in
promoting their goods to build brand recognition and satisfies consumer needs by
delivering high-quality goods. Additionally, it is studied how the business should
employ its marketing team to enhance its share of the market with other divisions.
Additionally, it has been discovered how a business can reach its objectives by
putting into practise marketing mix tactics that bring competitive edge. Additionally, it
showed how the enlarged marketing mix offered a number of advantages for
achieving the goals of the business concern. Marketing, as a result, plays a
significant role in an administration's ability to contribute to a company's success.
References
Hair, J.F., Harrison, D. and Risher, J.J., 2018. Marketing research in the 21st century:
Opportunities and challenges. Brazilian Journal of Marketing-BJMkt, Revista
Brasileira de Marketing–ReMark, Special Issue, 17.
Fuciu, M. and Dumitrescu, L., 2018, June. From marketing 1.0 to marketing 4.0–the
evolution of the marketing concept in the context of the 21st century.
In International conference knowledge-based organization (Vol. 24, No. 2, pp. 43-
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Budac, I., 2021. Marketing in the 21st century.
Gbadamosi, A., 2020. Buyer behaviour in the 21st century: Implications for SME marketing.
In Entrepreneurship Marketing (pp. 72-96). Routledge.
Nikbin, D.,et.al, 2021. Marketing mix strategies during and after COVID-19 pandemic and
recession: a systematic review. Asia-Pacific Journal of Business Administration.
Lim, W.M., 2021. A marketing mix typology for integrated care: The 10 Ps. Journal of
Strategic Marketing, 29(5), pp.453-469.
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Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
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
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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
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
A marketing strategy is similar to a document that outlines the marketing
plans for a forthcoming time frame. It serves as a summary to help achieve
objectives regarding product marketing, market share growth, task completion
timelines, and other issues. Sainsbury's strategic market plan assists the business in
standing out from its rivals by concentrating on its advantages in order to offer clients
superior services. Therefore, the following are the factors that connect the company
to its goal: market analysis In relation to Sainsbury, research offers in-depth analysis
of the customer's preferences, propensities, wants, rivals, and anticipated direction
that aids an organisation in achieving its objectives and bringing new items to the
market in accordance.
Target market: With reference to Sainsbury, it includes the business dealing market
on basis of demographics, location, income and so on to know the behavior of
consumer and increase market share for growth of the concern.
A company's marketing mix, which contains the seven Ps of marketing that help
Sainsbury achieve a successful marketing plan, is a collection of actions or
techniques used to advertise its product or brand and entice customers to buy them.
Competition: In the case of Sainsbury, this component aids a company in
identifying its rivals in order to acquire an opportunity and develop plans to deal with
them and take market share.
Marketing activities: With regard to Sainsbury, promotional strategies assist in
outlining the human activity necessary to achieve the goals set for a predetermined
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period of time and provide time frames that allow an organisation to increase its
effectiveness in achieving its objectives.
With the use of these components, a business plan can so clearly describe the
marketing goals of a commercial concern. It outlines an organization's goals for any
certain time in the future.
2.0 Clear and SMART marketing objectives
In order to support and accomplish an organization's goals, teams might design
market plans using SMART goals, which are goal-setting approaches. Regarding
Sainsbury, an efficient smart objective aids the marketing teams in defining what to
achieve, how to reach it, aids in finding areas that need improvement, and aids in
making successful changes for the campaign. Therefore, the following structure can
be used to create goals for integrated marketing initiatives:
Specific: To increase the likelihood that a goal will be accomplished, it should be
clear, simple, and attainable. With regard to Sainsbury, the objective is sufficiently
specific to enable all concerned to comprehend the expected outcomes.
Measurable: In order to get the intended results, a goal should be measurable by
establishing standards. In terms of Sainsbury, a standard is established by outlining
the anticipated result of a business concern.
Actionable: The objectives must be genuinely achievable given the team members'
talents, the resources at hand within the organisation, and the time constraints. In
the context of Sainsbury, individuals can use their knowledge and talents to achieve
a desired result for a company concern.
Relevant: In order to gain from competition, the goals must be pertinent to the
company's operations based on the state of the economy and the realities of the
business environment. With regard to Sainsbury, the organization's objectives are
constantly pertinent to the business and aid in achieving profitability.
Time bound: Goals should be time-bound because without a clear time period, they
become a changing target or are less likely to be achieved. In the case of Sainsbury,
the standard time to reach the goal is given so that it may later be contrasted with
the actual time needed to boost performance.
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Sainsbury may therefore raise overall income and enhance customer connections by
implementing these SMART targets.
3.0 Marketing research to support the new product line
launch
Sainsbury must conduct market research to learn about consumer trends and
rival retailers' tactics in order to promote a new food product line. Sainsbury can
utilize any methodology it chooses to do market analysis, including surveys, focus
groups, individual interviews, research, and field tests to learn about consumer
preferences and viewpoints.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis
A corporation can assess its strengths, weaknesses, opportunities, and
threats (SWOT) using this planning approach. In the context of Sainsbury, a new
food product line is about to enter the market; its SWOT analysis is shown below:
Strengths: Sainsbury has a strong market position because it sells its items in
international markets and operates over 4763 outlets worldwide. This could help the
business keep up its strong performance in introducing new product lines and
capturing market share.
Weaknesses: Sainsbury's supply chain management contributes to its bad financial
status. Therefore, it can make it difficult to introduce a new food product line and
negatively impact the company's reputation.
Opportunities: Since the organization is offering a new product, it has a chance to
learn about consumer preferences so that it may cater to their needs and boost
sales. In order to reach the clients who give them the chance to make more money,
it can also grow its business internationally.
Threats: Since there is fierce rivalry in the market, introducing new products poses a
serious risk to Sainsbury. Government policies have an impact on the business as
well because they might change and have an impact on the company's revenue.
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PESTLE analysis
It is an operational tool that organisations employ to evaluate the macro
environment that affects their company strategies or operational activities. Sainsbury
uses it to do the following:
Political factor: Sainsbury can take action and collaborate closely with the UK
government to safeguard the company from unauthorised interest and taxes by
providing them with answers to their questions. As a result, this can help the
business develop a new offer that will boost sales.
Economic factor: In relation to Sainsbury, an increase in rate of interest or rate of
inflation could have an impact on the company's finances. However, the business
can provide discounts on its innovative products to draw in customers.
Social factor: Sainsbury's ability to provide customers with high-quality food items
may draw them in. This might assist the business in gaining a positive perceptions of
a company's goods. Concerning the technological aspect, Sainsbury should provide
latest technological models to enhance the overall customer experience and boost
sales.
Legal factor: Sainsbury complies with government regulations, rules, and legal
requirements to safeguard its workers and prevent repercussions for the business.
Environmental factor: Sainsbury contributes to a greener environment by offering
its consumers organic food.
5C analysis
The 5C study in relation to Sainsbury offers perception to key success criteria and
risk influence to numerous environmental conditions. This encompasses Sainsbury's
business, partnerships, clients, rivals, and surrounding environment, which are as
follows:
Company: By using VRIO concept from the focus company, this methodology aids a
company in identifying its sustainable competitive advantage.
Collaborations: These enable Sainsbury to advertise a specific commodity or
service across the nation. This facilitates the company's use of an efficient supply
chain for product distribution.
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Customers: Sainsbury, in comparison, may reach a target audience according to
geography, behavioral segmentation, demography, and other factors.
Competitors: Sainsbury's rivals in the sector as a whole can be found. A business
must offer a systematic approach to industry analysis in order to determine the
industry.
Context: By employing a PESTLE analysis, it illustrates the areas over which the
company may have some limited influence or none at all.
4.2 A competitor analysis including the market segments
Finding competitors and learning about their various marketing techniques is the
process of conducting a competitors analysis. With regard to Sainsbury, the
company will introduce a new food product line, for which a market analysis was
conducted to determine the following market segments:
Demographic: Sainsbury has made its products available to all age groups and
genders so that a new food product line would be suitable for each group's
preferences. Geographic: Sainsbury has segmented its products geographically
across different regions, towns, and nations. Knowing the tastes of the consumer
would enable the corporation to introduce new food products that would suit those
tastes.
4.3 Sub-segments
Sainsbury has divided its market into demographic segments so that it may introduce
new food items that cater to all age groups. Gender is also included, and products
are offered according to each group's preferences. Sainsbury takes into account
people from all economic levels, including those with low and intermediate incomes.
Sainsbury would therefore introduce new products while considering the viewpoint of
individuals and demographic group.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It explains what the buyer will receive from the goods. Sainsbury will therefore
employ a unique selling proposition, or USP, to distinguish its goods from other rival
brands on the market. This would assist the business in encouraging customers to
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buy its new food goods despite their increased price. Although the company offers
the broadest variety of products, it occasionally offers special rates that aid in
building the company's brand and fostering client loyalty.
4.5 Development of the marketing strategies applied to the
extended marketing mix
The seven Ps of marketing are combined to form the marketing mix, which
helps businesses implement their marketing strategy and accomplish their
objectives. Sainsbury's new food product will be healthy, and its packing will be
made of recycled material, boosting the trust of potential clients.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
The marketing budget is the estimated amount needed to promote the items
using both direct and indirect marketing costs that are planned for the upcoming
fiscal year. It takes into account all expenses for marketing, including those related to
hiring staff, public relations, advertising, and other charges. This budget is designed
to project the expenses necessary for the business to grow. Regarding Sainsbury, it
would set its expenditure taking into account every expense that would be
associated with all promotional efforts.
4.7 Tactical actions
Sainsbury would employ certain strategies to meet its marketing objectives. It might
incorporate particular marketing initiatives including running social media campaigns,
blogging, collecting leads, and hosting events for specific audiences. The tactics
would be determined by the particular marketing of the new product that would
create practical actions that may lead the business towards its goals. The
association membership may implement a number of marketing strategies, such as
inviting readers to a particular page on a business website and running
advertisements on billboards, TV, radio, online, or in print media.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
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success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
Return on Marketing Investment (ROMI): is the portion of profit that can be
attributed to the market split by any associated risks or investments. It gauges the
extent to which a corporation must spend money promoting a product in order to
make money.
Client lifetime value (CLV): is the total value of a customer to a firm throughout
their whole lifetime. As it is less expensive to retain current consumers than to attract
new ones, this will aid Sainsbury in maximising the value of its current clientele. This
would result in the company's success and growth.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Sainsbury must create a media strategy that specifies the channels to be used for
delivering the message, the quantity of impressions, the cost per million clicks, and
the requirements for creative development:
Sainsbury would need to define KPIs for each deal and send requests for proposals
to media vendors.
• It would visualise a process map and an allocation assessment to produce or
standardise insertion orders.
• This would connect setups to budget lines to ensure that there would be no
overspending.
After that, a monitoring system would be created to keep track of purchases related
to the cost and allocations.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Sainsbury may achieve its marketing goals by spending its media expenditure in a
way that will reach and appeal to its target market. It makes sure that marketing
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budgets are allocated in a way that is beneficial to a brand name and will boost
sales. By offering them high-quality products, the company would be able to inform
customers about the product's point of uniqueness and build its reputation. A
company can deliver its message with the appropriate audience at the appropriate
time and place by implementing an advertising plan.
5.3 Appropriate digital, offline and social media channels for
communication
Sainsbury has access to a variety of customer channels of communication, including
the following:
Digital channels: The business has a variety of digital options for presenting its
products, such as websites, optimization for search engines and email marketing.
Offline channels: For public interaction, the corporation may employ newspaper
adverts, mass mailings, print materials (brochures & rack cards), etc.
Social media: The business can use a variety of social media platforms, including
Facebook, Twitter, Instagram, LinkedIn, Google+, and others.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Quantitative analysis: This promotes cognitive development and social world
perception. Because it generates actual evidence that can be effectively
communicated through statistics and figures, researchers utilise this method to
identify situations that have an impact on people.
Qualitative research: It offers a more actual feeling than quantitative research does,
which cannot be reflected in the quantity of information and statistical analyses
performed. It offers adaptable techniques for gathering, analysing, and describing
data and information.
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