Marketing Process & Planning for Desklib Online Library

This article discusses the marketing process & planning for Desklib, an online library for study material. It covers the marketing concept, functions, mix and planning for Desklib. The article also evaluates how the marketing mix adopted by Desklib contributes to the success of the organization in meeting their overall business objectives. Recommendations are provided for Desklib to focus more on product development and use social media platforms to know the needs of the customers. The article concludes by emphasizing the importance of marketing planning for an organization to achieve its marketing objectives.

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

1.0 Introduction
Marketing is the term which can be defined as the unit of institution, commercial
activity and procedure for delivering, making, exchanging and communicating
serving which have values for clients, buyers, community and partners at huge. This
refers to the organisation's activities that undertakes that promotes the selling and
buying of services and goods. Marketing has selling, advertising and deliver the
products to buyers and other businesses. Few marketing is been finished and
affiliated by the firm.(Bala and Verma, 2018). This is a discipline which includes
overall the actions that firm undertakes to draw in manage and users relationship
within them. Networking with past and or possible clients which is part of the
company's work too and also might consists greeting mails, response and also to
meet with clients. In this project this can be considered the firm nestle that is Swiss
multinational drink and food processing organisation, there headquarter are in
Switzerland. The firm was founded in the year 1866 and also founded by Henri
nestle(Singh, Ying and et,al., 2021). The project will be covering the concept of
marketing and there function and role with marketing and there is comparison
manner in the firm which uses elements of marketing mix to achieve overall business
aims. Afterwards, this can be produces the marketing plan for the firm which reaches
marketing aims. This will helps to develop media plan which supports the marketing
campaign for the company.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing can be defined to any actions a firm which influences the audience of the
firm of services and goods with huge quality messaging. Marketing aims which
delivers the competitive value and benefits for users and prospectus by content
within the long term goals which demonstrates strengthening brand loyalty, product
values and finally more profit and sales(Tien, Thuc and et,al., 2019). The marketing
manager section which should be accountable for the controlling, organising,
managing and directing marketing and function activities due to they are helpful for
the firm which influences a high amount of controlling and buyers them in precise
way.

3.0 Description of the role of marketing function with
examples from the chosen organisation
Few role of marketing function which are listed beneath:
 Market research : This is the primary and main important responsibility of
nestle manager of marketing. For being in the market which is competitive,
the manager should be well aware of the proper market trends and needs, for
having awareness of regarding users which needs nestle that make changes
in the recent production functioning and also produces services and final
goods that are high-level of satisfaction the users wants.
 Promotional and adverting : This is being very vital for the marketing team
which keeps knowledge about different advertisement and promotional
techniques which promotes the goods of business in a cost efficient way.
These both are vital tasks for manager of marketing which assists the Nestle,
within to compete with competitors of market and also has high influence of
buyers.
 Brand management : In recent marketing situation only those firm will
survive in the market of competitors which will have a strong brand value that
manages the brand in very precise way(Deepak and Jeyakumar, 2019). In
way to create and finishes a successful company's business in Nestle, this is
very important for the manager of marketing to adopt the tools and methods
that they will manage and also raises the brand equity within the target
market.
 Product development : According to the manager of marketing will be
developing their production process which will also generate huge quality of
final goods with the cost in very efficient way. In simple terms, the manager of
market will be responsible for determined the marketing executing and trends
in recent final function so that Nestle, will give high quality of final goods to the
buyers at less cost.
 Internal communication : The most important role of manager in marketing
is to make proper relationship within their overall sections of business which
cooperate and communicate with all things, and also they do assist the
company to tender at high business growth.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing Functions is defined the actions of those which set and are used via
company to identify the desires and needs of consumers in very fast way. The
different task of marketing that will be conducted via Nestle are discussed beneath:

 Research – This is the most vital function for department of marketing inside
the company. With being helpful to this kind of action of marketing easily to
understand the preference and task of consumer for their finished goods. In
firm;s research takes the feedback of consumer's respective their services
and finished goods by offline and online mode. Due to the efficient analysis of
users and taste firm which is able to diversify their goods at huge range that
leads to more sales and profit margin within the marketplace at very big scale.
 Product development – This is the other important function of department
marketing inside the firm. In this procedure firstly, the Nestle company's
workers understands the what kind of final goods are more liked by the
consumers. According to the firm added the different taste and flavours with
their final goods. Due to made attractive4 and efficient changes in their goods,
demands of their final goods which are highly between public more likely for
children and young generation. Due to this the sales of their existing and new
products are easily increased in less time.
 Distribution - It is the some other crucial feature within the advertising and
marketing branch fees and income margin are maintained with the aid of
using company. In context to Nestle, control required to set
up sturdy distribution channels via offline and on line mode(Tien, Chi and
et,al., 2019). Due to retaining sturdy distribution
channel comfort are particularly superior for customers in component of
buying their favoured product inside much less time. In
this manner company without difficulty preserve their goodwill
in marketplace and among public for lengthy time. Without right distribution
channel company isn't capable of supply the high-satisfactory nice product
to clients for lengthy duration.
 Sales promotion – One of the activity of market that is carried from the firm
to promote their final goods in different locations efficiently. In the situation of
Nestle, the effectively usage of technique of consumers are easily pull in large
number for buying their final goods.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The marketing mix is the process by which the business firm that will integrate the
main details about the commodities of the business from the marketing mix which is
analysed that the cost and products as long via location where commodities will be
sold(Thabit and Raewf, 2018). From all these factors these are linked from the
marketing mix. In the way to gain the objectives and goals of the business of the firm
Nestle uses the principle of marketing. More to be discussed in the project beneath:

Product – The firm provides the huge range of final goods with their line extension
within the target market place. The company has been giving many variety with
attribute to the buyers.
Price- The strength level of pricing for nestle which comes by its usage or packaging
that is based on cost. The organization gives differentiation of pricing on
commodities.
Promotion- The firm encourage products by the digital media and also the
traditional media for promoting the services and goods.
Place- Nestle will be viewing its commodities within the malls and supermarket.
The enterprise manages its own distribution and sales and distribution network all
over the world-wide.
Process-The firm will be producing the commodities for operating to use latest
technology. The way nestle has been using the workers for aiming of the
promoting sales in different regions of world's country.
People-Nestle has started recruiting individuals to join their firm(Kwok, Yu and
et,al., 2020).This firm also has been training their employees to balance the queries
of their users and also they provides services to good users.
Physical Evidence- The firm will be making a better evidence to connect through
setting up the coffee shops with their brand.
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
In order to ensure growth and development, a business organization must include
some essential marketing mix elements. Such as price, promotion, people, process,
physical evidence and product. It contains best quality of food that is manufactured
in the industry so that they there would be no compromise in the quality of the
product. It can serve best to the customers. It also involves setting up affordable
price range by focusing on the purchasing power of the consumers. Reasonable
prices must be set by the companies so that every sector of the society can afford

to buy that product(Chiguvi, Dube and et,al., 2018). The products could be
promoted through various social media platforms as now everything is being
digitalised. Nowadays, everybody has access over social media. This can be
proved one of the best method of promoting the goods in the domestic as well as
international market.
3.0 Recommendations
The company Nestle can be focus more on the function of marketing such as
Product development. The employees of Nestle should have there focus on
innovating and change there product frequently in taste, packaging and more
according to the consumer's preference and recommendation. The finished goods of
the company should be attractive and made according to the consumers demand.
The firm can use social media platform to know the needs of the costumer and
feedback also can be taken online or on the official website. The marketing mix
elements like promotion helps the company to promote their latest product and can
easily reach to their targetted consumer through online sites and platforms. The
young generation is the mostly targetted by the firm as youngsters are mostly found
on social media easily.
9.0 Conclusions
From the above evaluation, it can be observed that the marketing procedure and
planning process helps in getting an idea about the preferences of the consumers. It
ultimately helps in fulfilling the demands of the consumers in the market. The slight
changes done in the planning structure and modifications in the already existing
product helps in enhancing the profitability and sales in the market without taking
much time. This particular report will include the comparison between the techniques
where different companies comply with the factors of marketing mix along with the
marketing planning process in order to earn more profit and achieving the desired
goals of the business. In furtherance, it also discuss that how to develop a marketing
plan for a business organization in terms of fulfilling marketing objective. The
company should maintain positive relationship with the consumers, that could be
achieved by making effective market plan of action in which the likes and dislikes of

the customers could be make out. It helps in supply of the demanded products in the
market without taking much time.
References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10), pp.321-339.
Chiguvi, D., Bag, P. and Dube, Z.D., 2018. Impact of the Extended Marketing Mix
elements on Customer Service in the Insurance industry in Botswana. Journal of
Marketing and Consumer Research, 43, pp.1-7.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing
services: Mining travelers’ online reviews on Airbnb. International Journal of
Hospitality Management, 90, p.102616.
Singh, P., Sin, L.G., Kama’Aziri, N.S.B., Jian, O.Z., Azlan, N.A.S.B.M., Ibrahim,
P.N.I.B.B., Sheng, D.H., Kee, D.M.H., Heng, J.T.S., Wee, L.S. and Ying, L.Y., 2021.
A Study on Nestle Promotion Strategy. International Journal of Accounting & Finance
in Asia Pasific (IJAFAP), 4(1), pp.60-70.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Tien, N.H., Anh, D.B.H. and Thuc, T.D., 2019. Global supply chain and logistics
management. Dehli: Academic Publications.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in
international business strategy. International journal of research in marketing
management and sales, 1(2), pp.134-138.

Table of Content
Part 2: Marketing Plan key elements of marketing planning for an
organisation to achieve
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing object key elements of marketing planning
for an organisation to achieve ives 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 key elements of
marketing planning for an organisation to achieve 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
References key elements of marketing
planning for an organisation to achieve p

1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
 Marketing plan is kind of document which lays out the strategies of marketing
for the time upcoming period. This presents in a summarized way to attain the
goals which has relation to the promotion of the products and also increases
the shared targeted market, time period of the activities which are completed
and more. In situation of Nestle, strategic marketing planning is helpful to the
firm which is differentiate itself by the competitors which focuses on the
strengths and also it provides better consumer's services(Stevens, Warren
and et,al., 2021). Here are few elements which is linked to the firm's
objectives:
 Marketing Mix- This is the kind of tactics or actions which a firm uses to
promote its products or brand which attracts their consumers which buys the
commodities that includes seven Ps of marketing which aids in implementing
the better strategy of marketing to Nestle.
 Competition- In situation of Nestle, this components will help the firm to
identify the competitors in the way to gain the advantage with the gain market
share and strategies to encounter.
Thus, Market plan precisely defines the objectives of marketing in the business
which is helpful to the elements. This also indicates the company where it needs to
be precise in future.
2.0 Clear and SMART marketing objectives key elements
of marketing planning for an organisation to achieve
Smart objectives are those which helps to analyze the factors and plan which
haves an efficient firm and also work with the analytical elements of the activity of
business. This is the other way of marketing commodities in the global market. This
is the manner from which performance can be measured of the business through the
actions of business(Dimitrescu, Faier and et,al., 2018). This also helps to indicate
the performance of business and as the same time its performance too.
smart objectives :

 Specific - the firm Nestle needs to a good brand within the global market and
also needs to earn more rates of sales and profit within the business which
the firm has for long time of sustainability within the marketplace.
 Measurable – The company will have the increased ratio of profits in global
market and also they do have desires to have proper competing benefits.
They do go through all the sales and profits and do study the yearly plan of
the firm Nestle.
 Achievable - Setting the proportion of income and profits that can be attain
by the performance of the activity.
 Reliable - the targets will be set within the online marketing physical
advertising and space to achieve the target of the market.
 Time Frame- This firm will also develop the final actions on the spending on
market with the upcoming time.
3.0 Marketing research to support the new product line
launch
Nestle has to search the marketplace to understand the preferences of competitor
and consumers or their strategies within the market which supports new product line
of drinks. The firm can adopt many methods for researching a market, so Nestle can
also use the focus groups, surveys, field trial and personal interviews which also
gives perception of costumers to make its own research.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Marketing goals and objectives :
The firm needs to design the company that gives right direction to the firm
which can achieve the wanted goals(O’Sullivan, Ngugi and et,al., 2022). The
organisation has a goodwill from which it can diversify the commodities, this is also
more better brand if this is compared to other brands.
Strength
 Nestle is the firm which is highly diversified that Is operated in different
sectors and markets
 The firm has the well accepted relation with other known brands such as
coca cola and more.

Weakness
 The organisation is highly dependent on the advertising for the outline drive
and opinion traditional sales. Which is tend to marketing cost with a
problematic return on investment.
 There is high value for introducing new brand name to less, creative,
supplement previous for good food.
Opportunities
 Increasing in online retail on the new distribution channels just as amazon
and more.
 Upraised quality and car ownership Higher's the demand for mineral water
snack foods and sweets candy.
Threats
 There is a growth in ineffectualness of traditional advertising as the new
technologies such as print media and streaming videos succeed traditional
broadcast.
 Make Change in governing policies that can be huge threat for the firm and
which impacted on the operational activities of the business administration.
PESTLE Analysis :
This is a structure that is being used to analyse the external factors that
impacts on the activities of business. This consist few factors that is listed beneath:
 Political factor - This includes factors such as governance rules and other
factors related to government. Nestlé is obligated to track various changes
made in various Strategy Links related to imports, exports and many others.
 Economical factor - With regard to the growing brand awareness of those who
produce sustainability, the unit has launched a huge base in the country. That
includes economic conditions and inflation rates. Nestlé operates in a wide
variety of countries, so it has to deal with cost issues while sourcing raw
materials from other countries(Jain andSingh, 2020). The company has taken
various measures to facilitate the production of raw materials at the local level
in order to increase the efficiency of various agricultural sectors in the
countries in which it operates.
 Social factor - The factors take into account consumer behaviour and
preferences. Nestle firm success depends on its ability to anticipate user
demand and provide people with high quality, competitive, relevant and
innovative products.

 Technological factors - This factor includes advanced technology and many
other factors. The Nestle Group relies on the integration of internal and
external digital solutions, services and models. As cyber hacking interference
increases, reliability security increases. The company plans to grow its
business and promote its brand through digital media to easily reach
shoppers.
 Legal factor: In situation of Nestle, this is followed by government procedure.
Policies and formalities which are to protect its workers and staff members
which prevents the firm from being penalised.
 Environmental factor: In relation to Nestle, this is helpful to make
eco-friendly environment which provides organic food to their consumers.
5C analysis
In firm like Nestle, the 5C analysis provides the opinions to key drivers of risk and
success which influences to different environmental factors. In Nestle, this includes
collaborations, company, context, customers and competitors that are followed
beneath:
Company: This framework helps the firm which identifies the sustainable
competitive advantage from usage VRIO model that consist to the focal enterprise.
Collaborations: This allow Nestle in promote the specific services good or
all over the country. This will help the firm in distribute the commodities by easy
supply chain.
Customers: In relation to Nestle, this can reach to group of expected
consumers whether on basis of psycho graphics, demographics and geography etc.
Competitors: Nestle will find the competitors within the industry as the focal
firm. In way to find out the industry, a firm has to provide a standardized method of
examine an industry.
Context: This presents the field which may affect the business while using
PESTLE analysis from which the business exercises either modest control or not.
4.2 A competitor analysis including the market segments

Competitors analysis is a procedure to identifying researching and
competitors within their various marketing strategies. In relation to Nestle, a new
product line of drinks and food will be introduced from the firm from which an
analysis can been done which identifies the marketing segment which are explained
beneath:
Demographic segment: Nestle has introduced its commodities via according
all age gender or groups so a new product line of food will be according to their
preference and taste.
Geographic segment: Nestle will divide its goods into different countries
cities and regions. So, this will be helpful to firm to know the preference of consumer
and also this brings goods according to costumer's taste.
4.3 Sub-segments
Nestle has done the market segmentation on the basis of demographics which would
bring new drinks commodities for all age groups. It will also consider the income
group like middle, low income category and gender also. Nestle, also brings new
products which keeps the perception of consumers and the segmentation
demographically.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
This describes the costumer will receive out of the commodity. However, Nestle will use USP
that makes the commodity special from the rest of competing brands within the
marketplace. Which will be helpful the firm which motivate its buyer for purchasing its new
drinking goods despite it has higher cost. Therefore, firm has broader selection of the
commodities which promotes some time on offer prices that will help the firm to make their
loyal consumers and brand image.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Nestle designed a fixed marketing plan which adds the objectives and goals
of the market. If the marketing of business firm is effective, the prosperity of the
business venture will also adds. Nestle provides more importance for the marketing
plan of the company. which achieves the goal of business firm sometimes it offers
the users different discount services by which the buyers will be satisfied within the

business. The firm always have the good relationship to overall members of the
business organization.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
The marketing budget will be calculated via quantity which will require to promote
the commodities with indirect or direct cost of market which are formed for next year
of finance. This can be considered for all costs like public relation,advertising, office
costs, employing staff and other expenses for marketing(Pratap, 2021). The budget
is created for the cost estimation which are important to flourish the business. With
in relation to Nestle, this would set the budget which considers all the cost that
would incurred on the all promotional activities.
4.7 Tactical actions
Nestle will be implementing the specific techniques to attain the marketing objectives
and goals. This might include people activities for marketing like conducting
campaigning of social media, generating leads, hosting events and also publishing
blog posts. The strategies will be dependent on the specified marketing for the new
product which will develop practical steps which can tale firm towards the objectives
of the firm. The association membership will be initiative by several marketing tactics
like invitation for the reader to visit specified website page of the firm and also to
place advertised on online, billboards TV, radio or may be print.
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: This can be contributed of attributable of
profit towards the market which divides via risk or investments. This measures a
degree to which cost incurs for the promotion of the commodities that contributes to
firms profits.
Customer life time value: The whole value of the business to a consumer
over all the period. It can be helpful for Nestle to increase the value of the consumers

who exists as it less costly through which existing consumers are than to acquire
new one(Birahim, 2020). It can lead the firm to more development and success.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Nestle has to make a media plan which includes the details of particular channels for
number of impression, message delivery, creative development specification and
cost per million clicks are followed by the steps beneath:
 Nestle will need to send the request for proposal to vendors of media there
will be establishment of KPIs for every arrangement.
 This would link with the arrangements to line of budget which ensures not to
overspend.
 Then, This will visualize allotment analysis and flow chart which creates or
standardized content orders.
 Then this will also generate tracking system to keep on the track of
purchasing orders which is associated with the placements and budget.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
The leading firm, nestle can be recommanded ahead propulsion any media plan, this
must be considered overall the external and internal factors which should be used
into it with the more changing trends for making a good feeling onto the viewer.
5.3 Appropriate digital, offline and social media channels for
communication
Firm will try to drive up social media, However after all this time of various business
are now also checking the resources and many more(Winston, 2020). Then also the
misconception and the hype which has surrounded social media most of the
business that requires them for the various reasons. One of the main reasons and

thus also users attracts prospectus and many stake holders. This will be helpful in
attracting individuals to the commodities of the firm and brands that leads into the
better ratio of more sales.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Quantitative measures are to be focused on numeric impression and their growth or
decrease over time has been passed. A better manner to think about the decimal
metrics is going from the framework of reach, base, changeover and battle. On the
other hand, qualitative measures are the more likely to attack towards the collection
of insight and also is best done on a post by post basis. Such as, the firm nestle will
had to set goal to increase activities on the brand page. The Nestle company would
be considering within the quantitative KPIs are systematic growth, conversions and
fight rate For example are sales, email sign ups and qualified leads act.
References
Stevens, R.E., Loudon, D.L., Wrenn, B. and Warren, W.E., 2021. Marketing planning
guide. CRC Press.
Dimitrescu, A., Babis, C., Alecusan, A., Chivu, O. and Faier, A., 2018. Management
of a marketing plan. Fiability & Durability, 1, pp.279-285.
O’Sullivan, H. and Ngugi, I., 2022. Marketing Mix. In Encyclopedia of Tourism
Management and Marketing. Edward Elgar Publishing.
Jain, V.K. and Singh, R., 2020. SWOT ANALYSIS ON NESTLE
COMPANY. International Journal of Management (IJM), 11(5).
Pratap, A., 2021. Nestle pestle analysis. Retrieved online from https://notesmatic.
com/2019/04/nestle-pestle-analysis.
Birahim, S.A., 2020. Internal and external factors of Nestle and comparison with
Unilever.
Lo, F.Y. and Campos, N., 2018. Blending Internet-of-Things (IoT) solutions into
relationship marketing strategies. Technological Forecasting and Social
Change, 137, pp.10-18.
Winston, W.J., 2020. Developing Marketing Strategies and Tactics. In Cases and
Select Readings in Health Care Marketing (pp. 403-420). Routledge.