Marketing Process & Planning for Desklib - HND Business Management

This article discusses the marketing process and planning for Desklib, an online library for study material. It covers the marketing concept, functions, mix, planning, and research. The article also explains the contribution of marketing mix in the success of the organization and provides recommended strategies for Desklib's marketing plan. The article is relevant to HND Business Management students.

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..............................................................................................................................................2
2.0 Concept of Marketing in 21st century.......................................................................................................2
3.0 Role of Marketing Function......................................................................................................................3
4.0 Analysis of marketing functions and interactions with other departments............................................4
5.0 Extended marketing mix...........................................................................................................................5
2.0 Contribution of marketing mix in the success of the organization..........................................................7
3.0 Recommendations....................................................................................................................................7
9.0 Conclusions...............................................................................................................................................7
References......................................................................................................................................................8
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1.0 Introduction
Marketing process refers to the steps taken by a firm for the analysis of several
opportunities prevailing in a market, to identify target customers and creating a strategy
for different marketing purposes (Mohr, 2017). Market Planning refers to the strategies
building for the purpose of advertisement, that a business possesses to sell its product or
services. A correct marketing plan will lead to the increase in in sales, thereby earning
greater profits. For understanding marketing process and planning, Budgens Stores Ltd of
United Kingdom, is taken into focus which is leading chain of grocery stores using certain
market strategies that brings up its brand image to greater heights. Its headquarters are
established in Harefield, Greater London, England. It has acquired the 55-shop network of
7-Eleven shops in the UK.
This report includes analysis of key role of marketing in the context of the
marketing environment. Comparing ways in which organisations use elements of the
marketing mix to achieve overall business objectives. It also entails marketing plan as well
as media plan.
2.0 Concept of Marketing in 21st century
Marketing refers to the idea of promoting a business structure of a company to its
target customers. It is the process of introducing the target audience with the products or
services offered by a business (Wang, 2021). Marketing in 21st century is wholly
depending on the choice of the customers, every business needs to inculcate necessary
changes according to serve different customer segments. Marketing allows several
business organisations to gain sustainable competitive advantage from its competitors. In
Budgens Stores Ltd., there is immense focus on the strategies related to marketing. They
provide their customers with weekly offers outreach on various brands, which excites the
regular customers to buy more. Its social media outcasts will attract more customers who
are there far off, by ordering stuff online. It also facilitates its customers with delivery
options that will help them in the time of need.
3.0 Role of Marketing Function
Marketing function is the process of planning and executing several business
strategies related to pricing, promotion, execution of several ideas regarding the business
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process and also distribution of goods and services. The role of marketing functions
possesses from the representation of the business, coordinating and producing all
materials according that defines and increase the reputation or goodwill of the business.
Role of marketing functions in Budgens Stores Ltd can be understood under following
sections:
 Promotional activities: Several promotional activities are performed by various
businesses for more sales and increasing customer base. Promotion should be
informative and should serve the purpose of brand awareness among the people.
Promotional activities used by marketers of Budgens Stores Ltd include
redesigning its several stores to attract high end customers.
 Product management: Product-management involves the development, design,
layout and improvement of its services, in order to meet customer requirements
(Jones and Tadajewski, 2016). In Budgens Stores Ltd, marketers organise
products into different sections in order to provide ease to their customers in finding
things.
 Pricing of the product/ services: Pricing of the product/ services involves several
factors that relates to cost and value. Marketing managers selects the price
according to the customers' perception of the value of the product and the actual
cost of its production. Several supermarkets like Budgens Stores Ltd include
several offers that turns many products affordable to its local customers. And also
take care of its high end customers by providing them with the separate section for
the luxury or inexpensive goods.
 Distribution: Distribution is the process of conveyance, commuting or transporting
the product or checking the availability of the services offered by a company to its
customers (Blut, Teller and Floh, 2018). Brands like Budgens Stores Ltd have built
several stores in light of accessing more consumers. It has ample amount of
warehouses and employee base that checks the availability of all the goods
present in the stores.
4.0 Analysis of marketing functions and interactions with other
departments
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Marketing is a critical component of business that develops and promotes products
or services to consumers and businesses (Colbert, 2020). Marketing usually begins with
research & development and carries forward with feedback, service or support of
customers once they have bought your service or the product. It involves interaction with
several other departments, proper cooperation with other business functions that ensure
the sustainable success for the business. Under Budgens Stores Ltd, several marketing
functions are performed in order to increase sales and run a profitable business. Analysis
of different marketing functions of Budgens Stores are underneath:
 Marketing and Finance: Finance department takes care of all the financial
capabilities followed with the budgets fall within the organisation (Jackson and
Ahuja, 2016). It is linked with marketing department while checking the sales
forecasts and operational budgets to construct the cash flow statement. Finance
department of Budgens Stores, prepares unlimited budgets to get the maximum
exposure to the market to attract target customers.
 Marketing and Human Resource: The human resource department will have to
deal with the personnel management (Matheson, 2017). It connects with the
marketing function for fulfilling the recruitment needs of other departments. The
human resource management of Budgens Stores takes care of quality and quantity
of employees in their firm, that will help its marketing mix to run a successful
business.
 Marketing and Production/Operation: Operations department engage directly
with the marketing for various purposes such as researching, designing,
developing, manufacturing, testing and launching products to meet the needs and
requirements of its customers. Understanding the operations of Budgens Stores
Ltd, it involves sales forecasts from the marketing department as well as to prepare
various production schedules to meet tight deadlines.
5.0 Extended marketing mix
Marketing-mix can be understood as the tool that a firm uses for achieving
marketing objectives in the target market of the company (Rustam, 2020). It has seven
components those are known as 7Ps, namely, product, price, promotion, place, physical
evidence, process, packaging. This is the foundation of any business, which will lead the
organisation to its success. Every organisation has their own working model and so as
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marketing mix, Budgens Stores is one such company. This involves dominating marketing
framework for its operations prevailing in the firm. Comparison between marketing-mix of
Budgens Stores Ltd and Gymshark are below:
Elements of marketing-
mix
Budgens Stores Ltd Gymshark
Product Budgens Stores Ltd uses
segmentation strategy according to
the services its offering to its
customers. This involves all the
grocery items that could be needed
in normal households, along with
some gourmet options that are
kept in different sections, this is
one niche oriented.
Product component of
Gymshark involves
clothing wear, it involves
clothing section which is
the whole new niche
along with the grocery
items. This clubs two
different section into one.
Price Pricing strategy is the value of the
product and its cost. Budgens
Stores Ltd uses dynamic pricing for
its products for managing different
sections.
Pricing strategy of
Gymshark involves value
based concerns, fully
focused on customer's
choice.
Promotion Budgens Stores Ltd promotes its
stores by using word of mouth as a
promotional strategy along with the
brand publicity by newspaper
advertisement of their offerings
and also in-app advertisements
with several other brands.
Gymshark uses digital
marketing tools such as
social media, different
chat boxes, influencers
advertising, etc. for its
promotion.
Place The company channelizes its
products through various retail
chains (Barnes, 2016). The
company has major percentage of
It channelizes with its
customers through online
sites. This company is
generally based in
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its stores in England, and some of
the stores lies in Wales and
Scotland.
Solihull, England. It
mostly communicates to
its customers through
social media (Thabit and
Raewf, 2018).
Physical evidence It has retail stores with great
ambience, which has many floors
and elevators associated with it for
the convenience of its customers.
It has its stores divided
into different segments
which offers different
category of fashion wear,
and a monitor screen for
displaying latest trends
available.
Process This company tracks and monitors
its products and service
performance.
This company processes
through analysis of
requirement of its
customers and allocation
of its resources.
People Employees of Budgens Stores Ltd
are customer friendly which helps
its customers and guide them with
every function.
Work persons in
Gymshark are very kind,
humble and generous
towards target customers.
2.0 Contribution of marketing mix in the success of the
organization
Marketing mix of Budgens Stores if very efficient and appropriate, this covers every
element of marketing operations, ranging from product to people. The company uses
customer based pricing in order to attract more consumers, it works on peoples' choice.
This focuses on local stores publicity and building brand name on various sites and online
portals (Gnizy and Shoham, 2018). This company offers a high quality experience to its
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customers along with outsourcing local produces that is fresh by all means. It has built
number of retail chains with great ambience and kind & generous staff. The company has
worked on its overall working process and has built a good heck of customer base which
is in-turn beneficial for the organisation. By applying these marketing mix strategies,
Budgens' all business objectives are fulfilled that is increased customer base, sustainable
success, profit maximization and development of goodwill.
3.0 Recommendations
 In context Budgens Stores Ltd, price skimming strategies and cost plus pricing can
also turn helpful in increasing sales.
 The company should also involve better offers on bulk buying to support whole
seller markets.
 Company should open more retail stores in other parts of the country and connect
to more audiences and build networks across the country.
9.0 Conclusions
Marketing is the most essential of all the other functions, as no product or service can
stand without a proper marketing process. It is much needed process which a company
follows for the smooth flow of goods & services in the target market. Every firm requires a
proper marketing plan to promote or sell its products & services to the target market. This
helps the businesses to earn ample amount of profit and builds the goodwill function.
References
Books and Journal
Barnes, S., 2016. Understanding virtual reality in marketing: Nature, implications and
potential. Implications and Potential (November 3, 2016).
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage:
A meta-analysis. Journal of retailing. 94(2). pp.113-135.
Colbert, F., 2020. Marketing the arts. In Handbook of Cultural Economics, Third Edition.
Edward Elgar Publishing.
Gnizy, I. and Shoham, A., 2018. The power of international marketing functions:
antecedents and consequences. Journal of Business-to-Business Marketing.
25(2). pp.67-89.
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Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the
marketing mix. Journal of Direct, Data and Digital Marketing Practice. 17(3).
pp.170-186.
Jones, D. B. and Tadajewski, M. eds., 2016. The Routledge companion to marketing
history. Routledge.
Matheson, A., 2017. Marketing trials, marketing tricks—how to spot them and how to stop
them. Trials. 18(1). pp.1-6.
Mohr, I., 2017. Managing buzz marketing in the digital age. Journal of Marketing
Development and Competitiveness. 11(2). pp.10-16.
Rustam, J., 2020. Effective Use of Marketing Functions in Trade. International Journal on
Integrated Education. 3(10). p.334251.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. (4).
Wang, C. L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing. 15(1). pp.1-9.
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Table of Content
Part 2: Marketing Plan
1.0 Strategic marketing plan linkage with business strategies, mission and objectives.............................11
2.0 SMART marketing objectives..................................................................................................................11
3.0 Marketing research supporting new product line............................................................................12
4.0 A situational analysis..............................................................................................................................12
4.1 Analytical tools.......................................................................................................................................12
4.2 Competitor analysis...............................................................................................................................13
4.3 Sub-segments..........................................................................................................................................13
4.4 Articulation of the new product value-proposition...............................................................................14
4.5 Development of marketing strategies into extended marketing mix...................................................14
4.6 Setting up of overall marketing budget, including allocation of planned spend...................................15
4.7 Tactical actions.......................................................................................................................................15
4.8 Control and monitoring measures in relation to Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV).....................................................................................................................16
5.0 Media planning.......................................................................................................................................16
5.1 Media budget..........................................................................................................................................16
5.2 Recommendations..................................................................................................................................17
5.3 Channels for communication..................................................................................................................17
5.6 Justification for a multi-media plan chosen...........................................................................................18
References....................................................................................................................................................19
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1.0 Strategic marketing plan linkage with business strategies,
mission and objectives
Strategic Marketing plan involves the development of several strategies to survive
in a competitive market and ensures the long-term perspectives of growth & development.
This helps the organization to create products according to the market needs and
customers' requirements in order to yield high profits. (Aquila,2016.) It is somewhat
similar to the corporate strategy and objectives in terms of being more precise and
measurable marketing path that a business needs to take in order to meet its objectives.
Marketing plan for Budgens Stores plays with the development plan catered by the
company's SWOT and PESTLE analysis, only the sales forecasts by taken into
consideration of such competitor behavior and the marketing environment.
2.0 SMART marketing objectives
Community building and emerging need of engaging with the target audience brings
marketers to the need for determining SMART objectives. (Casey, and Worden, 2016).
This basically stands for specific, measurable, attainable, reliable, time-out, here is the
SMART objectives for the Budgens Supermarket chain given below:
Specific Measurable Attainable Reliable Time-out
Improvisation of
revenue
concerns.
Increase
in
number
of goal
completio
n.
Increase in ability
of goal
completion.
Increased actions
taken on strategies
made.
2025
Publicity
structure of a
brand name.
Increase in visitor
loyalty.
Decrease in rate
of complexities
Checking the
applicability of
plans.
2024
Increment in
customer base.
Decrease in
funnel
abandonment
Increase in
holistic
discussions with
Decrease in
development of
2026
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rate. team. unrealistic plans.
3.0 Marketing research supporting new product line
Market research refers to the process of getting information of a new service or a product
through various analytical tools for research purpose. (Diamond, 2019). Companies like
Budgens Stores Ltd connect directly to the audience for feedback and suggestions, if any.
The brand is now planning to involve seasonal specialties of fresh meat & fish on the
suggestion of its customers.
4.0 A situational analysis
4.1 Analytical tools
Analytical tools help to develop companies reports which displays overall position of the
business. Budgens Stores Ltd uses SWOT analysis and 5Cs model for representing its
operations, they are as follows:
SWOT Analysis:
 Strength: Budgens Stores Ltd has strong customer base. The company
have built strong relationship with end number of suppliers.
 Weaknesses: This is less accessible to many segments of customers such
as countryside people, it should really work on increasing its exposure.
 Opportunities: Opening premises in variant untapped areas outside
England and other cities of UK.
 Threats: Fierce competition from rivals such as Farmfoods Ltd, Good Food
and other giant in supermarket chain industry.
5Cs Analysis :
 Company: Budgens Stores Ltd focuses on the internal factors in marketing and
sales such as brand image, goals of the company, competitive advantages that is a
huge customer base, products, etc.
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 Collaborations: Collaborations considers every individual as well as organization
that works to create, produce, promote its products or services. Budgens Stores
Ltd collaborates with several retail brands like Coca-Cola, Hamleys, Pep & Co, etc.
 Customers: Customer sections checks on the people who buys the products or
interact with the services. Budgens Stores Ltd enjoys a huge customer base
segment in the market place.
 Competitors: Competitor's focus lies with the individuals & organizations to which
the company is highly comparable. It is established in a metropolitan city which is
fully secured and developed
 Climate: Climate deals with all the external factors that a company can't control,
Budgens Stores Ltd is a peoples' choice company works in accordance with the
people's beliefs.
4.2 Competitor analysis
Competitor analysis is identifying the potential competitors prevailing in the same industry
or market and researching their marketing strategies regarding different market segments.
(Gagnon, 2016). Market segments is the process of grouping or clubbing the same
category of prospective buyers with similar kind of needs into one. Budgens keeps a
check on competitive analysis of its competitors such as Gymshark, etc. market segments
of Gymshark include:
 Demographic: This involves the people with similar lifestyle patterns, Gymshark
focuses on local trends.
 Psychographic: It clubs people with similar interests and opinions, the company
takes care of latest fashion fumes for the youth.
 Behavioral: This category keeps checks with customer's buying patterns, the firm
maintains brand loyalty of its customers.
 Geographic: People are clubbed here according to the place they live in,
companies like Gymshark produces traditional clothing for fest season.
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4.3 Sub-segments
 Demographic: Sub segment that are to be taken into consideration by Budgens
for the new product line includes people having highest level of education, number
of children and huge members in the family.
 Psychographic: Budgens keep a check on people's perception of the customers
towards the new product line of fresh meat & fish, customers' requirements, future
opportunities, etc.
 Behavioral: The company take a report on purchasing reason, occasion or event,
product benefits, buyers' journey stage, engagement level of its buyers regarding
the new product line. (Katz, 2016).
4.4 Articulation of the new product value-proposition
Budgens are now introducing a new product line of fresh meat & fish that are
seasonally available. They be going to keep them in separate section with great offers
that will appeal more to its customers. (Maravilhas, 2019). The company is planning to
offer seasons most fresh Brills, Clams, Haddock, etc which would be freshly collected
from the local fisherman. Along with this, Budgens is also introducing home deliveries of
these new products, conveniently at your doorstep.
4.5 Development of marketing strategies into extended
marketing mix
Marketing strategies involve 7Ps of business, this is the common model used by
companies like Budgens Stores Ltd:
 Product: The company has introduced new product line of fresh meat & fish which
are seasonally available. These include seasons fresh produces like Brills, Clams,
Haddock, etc.
 Price: Company is using customer-based pricing strategy for the new product
model.
 Promotion: Promotional strategy of a company will include the latest offers and
coupons & vouchers which will attract a huge sum of customers.
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 Place: The company is firstly applying this new model in some of its stores in
England for the trial purpose. (Muhonen, 2017 )
 People: Employee base of Budgens are provided with proper guidance and
training for maintaining healthy environment there.
 Process: Process of Budgens includes the collection of seasonal fisheries from the
local fisherman and sell them to the customers at reasonable prices.
 Physical evidence: Ambiance of the store includes separate refrigerators for
storing these new products in order to avoid unlikely smells of this produce.
(Westwood, 2016)
4.6 Setting up of overall marketing budget, including
allocation of planned spend
Particulars Amount (In thousand £)
Blogging 25
Video advertising 500
Creative/Design software 37
Market research 28
Social media advertising 80
Resource acquisition 570
Recruitment and Training of marketing
personnel
18
Other expenses 202
Total 1500
4.7 Tactical actions
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Tactical actions refer to planning for those techniques that a company is required to take
for achieving organizational goals. (Yamin, 2017) In Budgens stores, several kinds of
tactical actions are taken into consideration, they are as follows:
 Prevention: The company has established a freeze room for preserving its new
product line of fresh fish & meat and restricting the foul smell of these items getting
engaged with other pantry.
 Intervention: The firm gets involved in constantly reviewing its new products and
services by engaging with its customers on online feedback channel for many
updates.
 Restoration: Back-ups are essential for any policy or a latest product line that the
company is planning to launch. Budgens has kept this new category in addition to
its old pantry service.
 Promotional: this is now coming forwards in terms of promotional planning by
engaging more of its customers online.
4.8 Control and monitoring measures in relation to Return on
Marketing Investment (ROMI) and Customer Lifetime Value
(CLV)
Brand suggestions can be done by forming an online portal, feedback from customers
are always helpful for the growth in business, it will prove to be a great Return on
Investment. Customer Lifetime value is a tool that determines the relationship of company
with its customers. Budgens Stores Ltd checks on the buying pattern of its customer,
helps the company with the number of supplies according to the customer requirement.
5.0 Media planning
5.1 Media budget
Particulars Amount (In thousand £)
Creation of content 70
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Paid partnerships 68
Promotions or contests 56
Social media advertising 57
Community management 80
Training and Development 64
Other expenses 105
Total 500
5.2 Recommendations
 To meet the marketing objectives of a company Budgens Stores Ltd: an effective
media plan is required which involves such as manual bidding, direct buys,
programmatic buys, real time bidding, etc.
 Certain & uncertain activities like word of mouth regarding positive mind set of
company in the mind of consumers would facilitate the company with the good
brand image.
 The company should involve various trendy graphic styles & images that will bring
more traffic on the company's website.
5.3 Channels for communication
In Budgens Stores Ltd, communication is done through various media channels, they are
as follows:
 Video marketing: The company includes several catchy video content &
animation to attract the eyes of the target audience. Also for informing them about
their new product line fresh fish and meat.
 Email marketing: Number of emails are sent to the buyers regarding their
purchases, buying patterns, and also for the new offers or coupons launched by
the firm.
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 Social media marketing: A firm uses different graphics & images on their social
media platform for the purpose of marketing such as, Instagram handles,
Facebook, Whatsapp ads,etc.
 Content marketing: A good quality content is required to promote and build
company's goodwill. The organizations like Budgens uses images of their products
and its outlook along with the excellent quality content in the form of several blogs
and articles.
 SEO & PPC : SEO is the tool or technique that is used to bring an immense
amount of traffic on the website. It stands for Search Engine Optimization, Budgens
uses this technique for developing a good quality content.
5.6 Justification for a multi-media plan chosen
All expenditures that occurs within the company on printing, broadcasts, digital &
social platforms or other advertisement tools that require some funds fall within media
budget. Budgens usually uses most of its media budget in publishing several coupons &
vouchers and online portals that attracts locals as well as online customers. It uses a well-
established media channel for the purpose of marketing. This includes, catchy videos,
graphics, images, emails, blogs, articles, SEO & PPC. Overall structure of marketing
budget depends on the goals set by a company and its spending power according to the
maintenance of resources for the smooth running of the business. Companies like
Budgens usually spend 10-12% of its total revenue income on marketing function, which
can be increased up to 13% to caught an eye of more customers.
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References
Aquila, A. J., 2016. The Marketing Plan: An Audit‐Based Approach. Bull's‐Eye! The
Ultimate How‐To Marketing & Sales Guide for CPAs, pp.39-64.
Casey, K. and Worden, L., 2016. Making Social Media Worth It. Marketing and Outreach
for the Academic Library: New Approaches and Initiatives, p.1.
Diamond, S., 2019. Digital marketing all-in-one for dummies. John Wiley & Sons.
Gagnon, E., 2016. The marketer’s action plan (MAP): Six steps to developing effective
marketing plans in B2B marketing programs. International Management Review,
pp.56-59.
Katz, H., 2016. The media handbook: A complete guide to advertising media selection,
planning, research, and buying. Routledge.
Maravilhas, S., 2019. Marketing and marketing plan for Information Services. In Advanced
Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp.
620-632). IGI Global.
Muhonen, T., 2017. Forming a Digital Marketing Plan For a Start-up Brand.
Westwood, J.,Yamin, A. B., 2017. 2016. Preparar un plan de marketing. Profit Editorial.
Yamin, A. B., 2017. Impact of digital marketing as a tool of marketing communication: a
behavioral perspective on consumers of Bangladesh. American Journal of Trade
and Policy. pp.117-122.
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