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

This report highlights the role of marketing and its interrelation with various units of business in a company. It covers the concept of marketing in the 21st century, the marketing function, interaction with different departments, and the extended marketing mix with examples. It also discusses how the marketing mix adopted by the company contributes to its success and overall objective. Recommendations are also provided.

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
Table of Contents
1.0 Introduction..............................................................................................................................1
2.0 An explanation of the definition and concept of marketing in reference to 21st century.............1
3.0 Description the role of marketing function of company with examples.......................................2
4.0 Analysing how the marketing function interacts and work with different departments in the
organisation..........................................................................................................................................3
5.0 Extended marketing mix along with examples in context to company.........................................3
2.0 How marketing mix adopted by the company contributes to its success and in attaining its
overall objective....................................................................................................................................6
3.0 Recommendations....................................................................................................................6
9.0 Conclusions.....................................................................................................................................7
References............................................................................................................................................7
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1.0 Introduction
Marketing planning refers to the advertising strategy used by the mangers of
company to sell its goods and services to the more number of people all over the
world. It helps manager of organisation in increasing sales, brand awareness and
consideration, lead generation and many more (Evans, Bratton and McKee, 2021).
This process aids companies in achieving desired outcome with the help of their
planned marketing strategy. Marketing process is related to each and every step
taken by the organisation to analyse market opportunities, create heterogeneous
marketing strategy and determine the targeted buyers. This helps them to interact
with large number of people and increases their sales. ASDA company taken into
consideration to elaborate the given report effectively.
This report highlights role of marketing and its interrelation with various units
of business in company. Comparison of different ways in which businesses use
elements of marketing mix to attain overall organisational objective.
2.0 An explanation of the definition and concept of marketing in reference to
21st century
Marketing means adding value to consumers by entertaining and educating
them with the help of digital platforms. Email marketing is the popular digital platform
used by the companies to send personalized messages to buyers and attract large
number of customers to make purchases (Ferrell, Hartline and Hochstein, 2021). In
21st century technologies have completely changed which is used by managers of
ASDA. It helps them to communicate with people and organisations for transferring
and sharing the information regarding purchasing and selling of products and
services. Marketing consist of analysing and determining demand, needs and wants
of the customers and produce product and services according to the taste and
preferences of the buyers.
3.0 Description the role of marketing function of company with examples
Marketing functions represent the important marketing process component
and also shows how marketers aids organisations succeed. Marketing department
have to attract or reach out as much as customer, community and investors they can
with the help of strategic marketing plan (Gillespie and Swan, 2021). For example,
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providing or selling products at lower prices to the costumers helps organisations in
gaining sustainable competitive advantage over other in the market and same
industry. ASDA managers make strategic plan to market their product in the
marketplace to increase their sale and profitability. Marketing functions in context to
ASDA is described below:
 Promotion: This marketing function helps ASDA managers in spreading
brand awareness to large number of people along with educating target
customers on a company’s product or services. They use promotional
strategies like email marketing, public relations, social media advertisement,
content marketing and many more.
 Product management: Managers of ASDA uses this to make sure that their
finished goods or products meets the needs and demand of their customers. It
includes analyses of overall visual of goods, how products have to be
delivered and its usefulness. Some strategies of product management used
by ASDA managers are analysing competitors, Coordination with other
department, implementing feedback, communicating with consumers and
many more. They market, communicate and increase their brand awareness
to many people all over the world with the help of these strategies.
 Selling: Selling is one of the effective marketing function which helps
companies in attaining profitability and success by selling their goods and
products by attracting and communicating with potential customers (Hanson
and Kalyanam, 2020). In marketing function of ASDA, manager sale their
goods in lower prices as compared to their competitors. This helps them in
inspiring and attracting the customers and gaining sustainable advantage over
others in the market.
4.0 Analysing how the marketing function interacts and work with different
departments in the organisation
Marketing function plays an important role in achieving profits and generating
revenue by selling more number of products by attracting people all over the world
(Jobber and Ellis-Chadwick, 2019). Its each and every functions provides overall
information to the potential customers and also increases the companies brand
image in the market. There are various department in the firm which interacts and
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work with marketing function. That different departments of ASDA company is
mentioned below:
 Marketing and production/operation management: Marketing department
of ASDA interact and work with the operation management department.
Managers make sure that there is a proper development and research plan
is made to satisfy the present and future needs and demand of the
consumers. Products are produced according to the quality, desired design,
taste and preferences of the buyers (Reyes, 2020). The orders placed by the
consumer, generated by the marketing met on time by production
department.
 Marketing and finance: Marketing department of ASDA company works
and interact with its finance department. They analyse and determine that
there is an adequate amount of money for promotion, distribution and
research of the product. It aids managers to meet marketing department
needs within budget and financial capability. Finance department mainly
focuses on costs, cash flow and paying back investment whereas marketing
department focuses on market share and sales volume (Visconti, Peñaloza
and Toulouse, 2020). Marketing and human resource management: Marketing department of
ASDA interact and works with human resource department. Managers
ensures that the people working in the organisation are placed properly to
the job according to their staffing levels and appropriate skills. They need to
assign job according to marketing department to meet production targets,
develop and research new product ideas, creating a proper and complete
sales team. Appropriate assigned job to employees according to their skills
and knowledge assess company in achieving goal and success (Pride and
Ferrell, 2018).
5.0 Extended marketing mix along with examples in context to company
Marketing mix: It is the techniques used by the businesses to achieve its
marketing objectives in particular targeted marketplace (Kartajaya, Setiawan and
Kotler, 2021). It is the tool used by the managers of ASDA to promote its goods,
products and brand in the market to large number of people. It aids them in
determining and analysing return on investment and marketing effectiveness.
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Marketing mix assess them in increasing their sale and attaining success and
profitability. The extended marketing mix in context to supermarkets is explained
below:
Elements of
Marketing Mix
ASDA Iceland foods limited
Product ASDA provides different and
unique type of products along
with some services which
includes groceries, George
clothing, ASDA mobile and
ASDA money.
Iceland foods limited
provides frozen foods along
with prepared vegetables
and meals. It also sell non
frozen items which includes
meat, dry and dairy products,
etc.
Price ASDA use reasonable pricing
strategy in this, they sale their
products on low price. It helps
them in attracting more number
of customers and generating
revenue.
Iceland foods limited use
cost plus price strategy in
this, set percentage is add
up on the top of
manufacturing cost for single
unit of goods.
Place ASDA have their outlets in
places like Lewisham, Raunds,
Norwich, Stantonbury, Selsey
and Barnstaple.
Iceland foods limited have
more than 1000 supermarket
stores and owns some
brands like back to
groceries, chiquito, exclusive
brands, Mary berry and
many more.
Promotion Managers of ASDA apply public
relation strategies like do market
research, analyse the taste and
preference of customers, work
with the team and many more.
They also use promotional
platforms like newspaper,
Iceland foods limited
managers use social media
marketing strategy to attract
people all over the world.
They make Facebook ads to
reach out more number of
consumers. Along with this
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television, social media and
other media outlets to promote
their brand. This helps them in
attracting and communicating
large number of customers all
over the world.
managers use television,
pamphlets, newspaper
advertisement and many
more promotional strategies.
It helps them in attracting
customers and gaining
sustainable competitive
advantage in the market.
People ASDA have approximately
145000 employees working with
them . Each and every individual
have some skills and knowledge
for example good
communication, team work,
customer service, willing to learn
computer skills so on. Task is
assigned by the managers to
every employees on the basis of
their skills, in which they are
perfect to attain organisational
goal and success.
Iceland foods limited have
approximately 30245 people
working with them. They
provide them good
environment, fair wages, job
security, career growth and
many more. This motivates
the workforce and hence
result in companies success
and profitability.
Process Managers of ASDA use stages
of omni channel approach to
reach large number of customer
and market. They provides
digital checkouts, click and
collect service, helps them in
connecting their employees by
mobile app which provides meal
plans and budgeting.
Iceland foods limited
managers use processes
such as building consumer
profile, utilize income
targeting, influencer
marketing campaigns, make
appealing video content and
many more to reach end
number of customers.
Physical
evidence
ASDA have their equipment,
stores, brochures and logo as a
Iceland foods limited
provides bill in which there is
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physical evidence. They provide
bill of products that are
purchased by the people from
the store. Their website is very
easy to use and attractive.
a list of products, prices and
offers that are purchased by
their consumers. Some more
physical evidence are the
things present in the store,
logo and many more.
2.0 How marketing mix adopted by the company contributes to its success
and in attaining its overall objective.
Marketing mix is related to the set of tactics, that is used by the managers of
organisation to promote its product and brand in the marketplace. Marketing plays
an important role in attracting large number of people all over the world (Kotler,
Pfoertsch and Sponholz, 2021). It helps ASDA managers in achieving its goal and
success. It aids in analysing return on investment and effective insights, allotting
and managing effective budget and many more. In marketing mix, pricing is the
main element because it is the amount of money which every buyer have to pay
while purchasing any product (Park, 2020). It helps manager of ASDA in selling
their products to the more number of people at low prices as compared to others. It
assess them in achieving sustainable competitive advantage in the market and
same industry.
3.0 Recommendations
Some strategies that should be adopted by ASDA managers to reach more number
of customers are described below:
 ASDA managers should cost plus price strategy because the fixed percentage
is added above on producing cost for one unit of goods. Price of product
should be fixed by analysing the needs and affordability of the people.
 Social media marketing strategy should adopted by ASDA mangers to
promote their product and brand to the people all over the world. This will help
them in achieving sustainable competitive advantage over others in the
market.
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 ASDA managers should use influencer marketing campaigns, building
consumer profile, make appealing video content and utilize income targeting
in marketing process. This will help them in achieving its goal, success, and in
generating high revenue.
9.0 Conclusions
From the above information it is concluded that the marketing function plays an
important role in attaining goal and success of the organisation. This report highlights
the concept of marketing in context to 21st century, role of firms marketing function
which includes promotion, product management and selling. Interaction and working
of marketing function with various departments of company. It includes marketing
and production/operation management, marketing and finance and marketing and
human resource management. It also covers the marketing mix with examples in
reference to firm. Marketing mix adopted by the organisation which contributes in
attaining overall objective and success. At the end it also includes the
recommendations.
References
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing &
Publishing.
Ferrell, O. C., Hartline, M. and Hochstein, B. W., 2021. Marketing strategy. Cengage
Learning.
Gillespie, K. and Swan, K. S., 2021. Global marketing. Routledge.
Hanson, W. A. and Kalyanam, K., 2020. Internet marketing and e-commerce.
(Student ed.). Thomson/South-Western.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of
Marketing. 9e. McGraw Hill.
Kartajaya, H., Setiawan, I. and Kotler, P., 2021. Marketing 5.0: Technology for
humanity. John Wiley & Sons.
Kotler, P., Pfoertsch, W. and Sponholz, U., 2021. H2H Marketing: The Genesis of
Human-to-Human Marketing. Cham: Springer.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pride, W. M. and Ferrell, O. C., 2018. Marketing 2018. Cengage Learning.
Reyes, M. ed., 2020. Consumer behavior and marketing. BoD–Books on Demand.
Visconti, L. M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management:
A cultural perspective. Routledge.
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Table of Content
Part 2: Marketing Plan
1.0 Explanation of How strategic marketing plan connects with overall companies corporate
strategy, mission and objectives..........................................................................................................11
2.0 Clear and SMART marketing objectives..................................................................................11
3.0 Marketing research to support launch of the new product line...........................................11
4.0 A situational analysis....................................................................................................................11
4.1 Marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C
analysis................................................................................................................................................11
4.2 A competitor analysis comprising market segments...................................................................13
4.3 Sub-segments................................................................................................................................13
4.4 Value-proposition of new product for customer..........................................................................14
4.5 Development of the marketing strategies applied to the extended marketing mix...................14
4.6 Setting of an overall marketing budget, including allocation of planned spend.........................15
4.7 Tactical actions..............................................................................................................................15
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)...........................................................................................................16
5.0 A comprehensive media plan that supports the planned marketing campaign..........................16
5.1 A media budget.............................................................................................................................16
5.2 Recommendations and rationale for selected and integrated multi-media activities within the
set budget that meet the marketing objectives.................................................................................16
5.3 Appropriate channels for communication...................................................................................16
5.6 Full justification for a multi-media plan based on quantitative and qualitative criteria.............17
References..........................................................................................................................................17
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1.0 Explanation of How strategic marketing plan connects with overall
companies corporate strategy, mission and objectives
Marketing plan is the tool that gives proper direction to organizations for
creating marketing strategies to attain its goal, success, profitability and objective
(Argenti, 2018). ASDA is one of the best supermarket of UK. Managers of ASDA use
marketing strategy plan to achieve success. It helps them in gaining sustainable
competitive advantage over others in the same market and industry.
2.0 Clear and SMART marketing objectives
The SMART marketing objective in context to ASDA is as follows:
 To operate free trial sign ups by raising rates of click through on the ads of
social media by 4% till 2023.
 To boost reputation of company with the help of planning and hosting four
seminars about the important topics of current financial year.
 To increase brand awareness by planning email campaign for new product
launch by 28% till the year 2024. To attract customer by implementing up selling and cross selling strategies.
This will improve rate of consumer retention by 6% till the end of 2022.
3.0 Marketing research to support launch of the new product line
For the launch of new product line of automobiles to the consumers which
includes sports car, premium cars, vans, pickups and many more. Managers of
ASDA analyses the targeted marketplace and customers. They are making strategic
plan in order to attract large number of customers by determining the needs and
demand of people. They are conducting some activities in the public places for the
trials to test their new product and overall approach.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis
Marketing audit refers to the systematic and comprehensive analysis of the
company’s marketing internal as well as external atmosphere (Berman and Thelen,
2018). To determine the marketing audit of situational analysis in context to ASDA
with the help of appropriate analytical tools is described below:
SWOT Analysis
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Strengths
 Large range of products: ASDA has
a huge range of services, goods
which also includes financial
services to their customers. Good connect: Managers of ASDA
maintains a good relations through
social networking sites with their
consumers.
Weaknesses
 Few global presence: ASDA has
limited stores in the world as
compared to their competitors.
 Critics: ASDA have critics about the
product quality which they are
giving to their customers.
Opportunities
 Expansion in the other countries: it
is an opportunity to ASDA
managers, as they can expand their
business worldwide. Long term goals: ASDA managers
have opportunity to grow their
business for long term by providing
100% sustainably sourced fish,
recyclable package and many
more.
Threat
 Government changing policies: The
rules, regulations and laws of
government keeps changing. So it
is difficult for manager of ASDA to
make change in the business
according to new policies.
 Competitors: ASDA have a lot of
rivals in the market and same
industry which provides good
quality of products at lower prices.
5C analysis
It is the tool used by the marketers or managers of the company in making
informed organizations decision (Bruton, 2021). 5C analysis in reference to ASDA is
given below:
 Company: ASDA has strong brand image in the market which helps them in
attaining sustainable competitive advantage over others. They conduct some
training activities to motivate their employees so that they can work for them
for a long term.
 Collaborators: It is related to the each and every individual or firm that works
to make, manufacture or sell the goods and services of ASDA. The factors of
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this segment are content creators, investors, service providers, partnerships,
distributors and suppliers.
 Customers: Customers are the people who purchase the goods and
services of the business. Factors of ASDA regarding this segment are
communication channels, customer behaviour, consumer perception, buyers
motivation and target audience.
 Competitors: An individual and companies to which ASDA is highly
comparable in the same industry and market. Factors related to this segment
includes competition strategies and tactics, competition strengths and
weaknesses, compatibility gap, established competition and emerging
competition. Climate: it refers to the dynamic external factors that are not controlled by the
ASDA business by their own. Factors related to this includes laws, economic
trends, technologies, behavioural and social trends and regulations.
4.2 A competitor analysis comprising market segments
Competitors including market segment in context to ASDA is mentioned below:
 Demographic: The consumers of ASDA tended to be younger than the other
companies customers. They can attract the customers with the help of
analysation of their age, family and many more factors. Geographic segment: ASDA provides products according to the climatic
change to the customers. For example, they sell woolen clothes in winter
season according to taste and preferences of people.
4.3 Sub-segments
Sub-segments of market segment in context to new product line of ASDA is
explained below:
 Demographic segment: In demographic segmentation manager of ASDA
mainly focus on education level, age, family size, marital status, nationality,
race and religion for new product line.
 Psycho-graphic Segments: In context to Psycho-graphic segmentation
managers of ASDA is going to focus on personality, social status, lifestyle,
opinions, activities, attitudes and interests for new product line.
 Behavioral: ASDA mangers focuses on Segmentation based on usage
behavior and purchase, Segmentation based on loyalty of customer, timing-
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based or Occasion segmentation and Benefits sought segmentation for new
product line. Geographic segment: In this segment manager of ASDA is going to focus on
timezone, location, language, population density and type and season and
climate for new product line.
4.4 Value-proposition of new product for customer
ASDA new product line is automobiles in which they are providing some products
like sports, premium cars, etc. Managers of ASDA have to target the right customers
with the help of campaigns to attract large number of people in the market. They
have to give their product and services with good quality and comparatively in less
price to gain sustainable competitive advantage in the market. They have to focus on
building trust and reviews of customer.
4.5 Development of the marketing strategies applied to the extended
marketing mix
Marketing mix in context to the new product line of automobile of ASDA is explained
below:
 Product: ASDA launches some automobile products according to the taste
and preferences of people. Products includes sports car, premium cars, vans,
pickups and many more.
 Price: Pricing strategy is used by the manager of ASDA is value based
pricing. They set prices according to the consumers ability to buy goods.
Products of ASDA can be purchased by each and every type group of people.
 Place: The products are going to sell in the showrooms near the area or
market which is crowed by the targeted customers, dealerships, retailers,
online selling, put the products in auction and many more.
 Promotion: ASDA managers use personal selling, sales promotions, direct
selling, advertising and public relations to promote their product in the market
to attract large number of customers.
 People: The skilled and knowledgeable workforce of ASDA is required to
produce these products like professional attitude, attention to detail, strong
work ethics and many more.
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 Physical evidence: ASDA Managers provide proper bill and other documents
to their customers while selling any type of car. Process: ASDA managers are going to use casting and molding process
while manufacturing new product that is cars.
4.6 Setting of an overall marketing budget, including allocation of planned
spend
It is related to the total amount of money that company needs to spend on marketing.
Marketing budget in context to ASDA is given below:
Particulars Amount (In £)
Blogging 7000
Resource acquisition 4800
Recruitment and Training of marketing
personnel
3800
Designing software 2000
Social media advertising 10000
Market research 9200
Video advertising 5700
Other expenses 7500
Total 50000
4.7 Tactical actions
It is related to establishing marketing tools which is going to help an organization in
attaining their tactical marketing actions and marketing goals (Bryson, 2018).
Manager of ASDA can achieve their marketing objectives by determining the market,
their competition with the help of elements of marketing mix or by reviewing their
marketing strategies on daily basis.
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
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Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
Return on marketing investment refers to a metric used to measure the effectiveness
of marketing (Coombs, 2021). The managers of ASDA uses return on marketing
investment to measure whether the marketing activities achieved the objectives or
not.
Customer lifetime value is the amount of profit a company can gain from a customer.
The managers of ASDA uses customer lifetime value to bring out income from a
customer base as long as they remains their client.
5.0 A comprehensive media plan that supports the planned marketing
campaign
5.1 A media budget
Media budget of ASDA is as follows:
Particulars Amount
Social advertising £1000
Training and development £5000
Promotions £3000
Content creation £4000
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives
It is observed that, the media budget plan is suitable for the organization to achieve
its objective of brand reputation and awareness (Gregory, 2020). But it is
recommended to the managers of ASDA to increase the budget of social advertising
as people in this century focus more on the social media platforms. It will help the
organization to build more customers and create awareness among them.
5.3 Appropriate channels for communication
Digital channel for communication with customers relies on the use of technology
(Gunn and Var, 2020). The managers of ASDA can establish communication with
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customers through phone call, web chats and SMS, it will help to build brand with
audience.
 Offline mode of communication: Offline mode of communication refers to
the situation where interaction takes place without the involvement of internet
(Ratcliffe, Stubbs and Keeping, 2021). The managers of ASDA can establish
offline communication through direct marketing, street marketing, public
relation, events etc. Social medial for communication: It is the process of establishing
communication through social media channels (Langenwalter, 2020). The
managers of ASDA can use face book, Instagram, twitter and many more to
establish communication with customers.
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria
It is the complex structure which assess companies in their qualitative and
quantitative researches to achieve their goal and objective (Kemp, 2018). ASDA
managers use data science techniques and harvest social media data for qualitative
research. Proportion of agreement and number of occurrences is taken for
quantitative criteria which includes conversation, consequences and actions on
change of climate.
References
Argenti, J., 2018. Practical corporate planning. Routledge.
Berman, B. and Thelen, S., 2018. Planning and implementing an effective
omnichannel marketing program. International Journal of Retail &
Distribution Management. 46(7). pp.598-614.
Bruton, M. J., 2021. Introduction to transportation planning (Vol. 5). Routledge.
Bryson, J. M., 2018. Strategic planning for public and nonprofit organizations: A
guide to strengthening and sustaining organizational achievement. John
Wiley & Sons.
Coombs, W. T., 2021. Ongoing crisis communication: Planning, managing, and
responding. Sage Publications.
Gregory, A., 2020. Planning and managing public relations campaigns: A strategic
approach. Kogan Page Publishers.
Gunn, C. A. and Var, T., 2020. Tourism planning: Basics, concepts, cases.
Routledge.
Kemp, R. L., 2018. Strategic planning in local government. Routledge.
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Langenwalter, G. A., 2020. Enterprise resources planning and beyond: integrating
your entire organization. CRC Press.
Ratcliffe, J., Stubbs, M. and Keeping, M., 2021. Urban planning and real estate
development. Routledge.
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