Marketing Process & Planning for Desklib Online Library
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This report discusses the marketing process, planning, and evaluation for Desklib online library. It covers the role of marketing function, interaction with other business units, and extended marketing mix with examples from selected supermarkets. The report also provides recommendations for the managers of Desklib to reach more customers.
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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: 1
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Table of Contents 1.0 Introduction....................................................................................................................................4 2.0 An introduction to the elements/definition of marketing in the 21st century................................4 3.0 Analysis of the role of marketing function with examples from the selected organisation.............4 4.0 An evaluation of working and interaction of marketing function with other business units...........6 5.0 A description of the extended marketing mix and examples from selected supermarkets.............7 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................8 3.0 Recommendations...........................................................................................................................9 9.0 Conclusions.....................................................................................................................................9 References..........................................................................................................................................10 PART 2 MARKETING PLAN...................................................................................................................11 1.0 What is the link between strategic marketing plan and the overall mission, corporate strategy and objectives of the organisation.......................................................................................................11 2.0 Clear and SMART marketing objectives.........................................................................................11 3.0 Marketing research for promoting the launch of new product line..............................................11 4.0 A situational analysis......................................................................................................................12 4.1 Marketing audit, using the appropriate analytical tools which includes SWOT, Pestle and 5C analysis................................................................................................................................................12 4.2 An analysis of competitors comprising the market segments.......................................................13 4.3 Sub-segments...............................................................................................................................14 4.4 Articulation of the new product value-proposition in the eyes of the customer...........................14 4.5 Develop marketing strategies in to the extended marketing mix..................................................15 4.6 Including allocation of planned spend, set an overall marketing budget.......................................15 4.7 Tactical actions..............................................................................................................................16 4.8 Using metrics such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV), identify appropriate control and monitoring measures which can be used to achieve marketing objectives and measure success.........................................................................................................16 5.0 Prepare comprehensive media plan to supports the planned marketing campaign.....................16 5.1 A media budget..............................................................................................................................17 5.2 Recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives........................................................................................17 5.3 Appropriate digital, offline and social media channels for communication...................................17 2
5.6 Full justification for a multi-media plan based on quantitative and qualitative criteria.................18 References..........................................................................................................................................18 3
1.0 Introduction Marketing is the process of creating and delivering the products and services to the target customer group in order to fulfil their desires(Naseri andNoruzi,2018).Marketingplanningistheprocessofgathering strategies and tactics to achieve the marketing aims of an organization. A marketingplanningshouldconsistofcompany'svalueproposition, information of their target customer group, position of their competitors in market, promotion strategies etc. Marketing process refers to each and every steps which are taken to analyse market opportunities, creating strategies, and determine the target customers. This process helps them to interact with more customers. To elaborate the given report effectively, Sainsbury company is taken into consideration. Thisreporthighlightstheconceptofmarketing,itsroleand functions, application of marketing mix to marketing planning process for achieving the overall objectives of the organisation. 2.0 An introduction to the elements/definition of marketing in the 21st century Marketing refers to the activities which are taken by a company to promote its products and services(Gupta and Et. Al., 2020). Marketing in 21stcenturyreferstopromotingtheproductsandservicesthrough traditionalaswellasdigitalmethodsofpromotionwhichhelpsan organisation to reach more number of customers. Sainsbury started its onlinewebsitetosellitsproductswhichattractsalargenumberof customers. The organisation also uses social media to do promotion of their products and services. This strategy helps them to communicate withpeopleandorganisationtoexchangeinformation.Sainsbury'se commercestrategyhasproveneffectiveinmakingprofitsforthe organization. Marketing involves analysing the needs of customers and producing products according to their desires. 3.0 Analysis of the role of marketing function with examples from the selected organisation Marketing is the process of planning and executing the strategies relatedtopricing,promotion,distributionchannels,goodsadservices 4
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(Benzo,MohsenandFourali,2017).Marketingfunctionrepresentthe important components of marketing process which shows how marketers help a organisation to succeed. With the help of strategic marketing plan, the marketing department of Sainsbury have to reach out and attract morenumberofcustomers.Iftheorganisationsellproductsatlower pricesthanitcangaincompetitiveadvantageinthemarket.The managers of Sainsbury make strategic plan to promote their products and services in the market place to build a strong customer base. Marketing function in context to Sainsbury are described below:ï‚·Pricing:Pricing for a product is the crucial step of marketing, it is the basis for sale of the product and regarded as one of the most importantpartofmarketingfunction.Thepriceofaproducts determines whether it will be successful or not. The managers of Sainsbury identifies a sweet spot which balances how a customer values the goods with the cost of production and the current price ofcompetingproducts.Sainsburyofferspricecutoneveryday products like bread, cheese and household products.ï‚·Promotion:It is the process of creating awareness of products and servicesamongcustomersbypresentingitthroughvarious promotional channels(Deffner and Et. Al., 2020). The managers of Sainsbury uses broadcast methods like television, radio and below the line promotional activities include sales promotion, database marketingandpackaging.Thepromotionalstrategieshelpthe organisationtobuildpromotetheirbrandandbuildastrong customer base. ï‚·Marketinginformationmanagement:Dataisusedtodrive strategies for marketing, collection of more information will result in successofmarketingefforts.Themarketingdepartmentof Sainsburygatherinformationaboutthetargetmarketand customers,industrycompetitorsandmarkettrends.This information is shared with other concerned departments to use it in theirfunctioning.Theinformationhelpstheteamtodesignthe 5
productaccordingtodesiresofcustomerssothatitcanbe successful in the market. 4.0 An evaluation of working and interaction of marketing function with other business units Marketingfunctionisaroleinwhichacompanyidentifiesthe productswhicharepotentiallysuccessfulfortheirmarketplaceand promote them by differentiating it from other similar products(Lidstone andMacLennan,2017).Marketingfunctionisoneofthepillarsofan organisation, it understands the needs of customers and provide feedback to ensure that right product reaches the market under their brand. There are different departments in an organisation which works and interact witheachother.Theinteractionbetweendifferentdepartmentsof Sainsbury is described below:ï‚·Marketingandhumanresourcemanagement:Thehuman resourcedepartmentofSainsburyinteractswithmarketing department to ensure that employees are placed according to their capabilitiesornot.Thehumanresourcedepartmentprovides re4gular training and development to marketing team which helps them to study market situation and generate strategies to promote their products and services.ï‚·Marketing and operation department:Marketing is the base for any product success, if the marketing team of Sainsbury does not perform their functions well than they cannot reach more customers and satisfy their needs and desires. If they can not reach more customersthantheirprofitswillnotincreaseandoperational department will be affected. ï‚·Marketing and finance department:The finance department of Sainsbury provide enough funds to the marketing team (Donthu, Kumar and Pandey, 2020). Proper funds helps the marketing team toinvestmoreinadvertisementandpromotionofproducts. Promotion helps to build brand image of the organisation to attract more customers. 6
5.0 A description of the extended marketing mix and examples from selected supermarkets Marketing mix refers to the set of tactics and actions which are used to promote the product or brand in the market to gain customer loyalty. It helps the managers of Sainsbury to understand, what can be offered to the customers through their products and services and also helps to plan a successful product offering. Marketing mix helps the organisation to increasetheirsalesandgetsuccess.Theextendedmarketingmixin context to supermarkets is described below: Elementsof marketing mix SainsburyTesco ProductThe product portfolio of the organisation includes fresh fooditems,drinks,health and beauty, baby products andcleaning(Opresnik, 2018).Itpursuegreat reputation for the quality of their products. Tesco'svarietyofproducts includefoodclothing, stationary,electronics, financialservicesetc.Tesco also has its own products. pricingSainsburyprovidesits customerswithvaluefor money,itpractices competitivepricingpolicy. Theorganizationmake gooduseofprice discriminationpolicyand earn a premium price due toitspositioninginhigh end market. Tesco'spricingstrategy includes cost leadership. The organisationenjoys economies of scale and works with its suppliers to make the supplychainefficientand reduce the prices. Placeand distribution Sainsburyhave500 supermarketsand700 convenience store, some of thesestoreoperate24*7 and rest of it are open till midnight on Friday. Tescohasmanystores across the world, it uses both onlineandofflinemodeof distribution. PromotionSainsbury uses both above the line and below the line strategiestopromoteits Tescohasahugebrand imagewhichmakesthe promotional activities easy. It 7
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products.Thestrategies include television, radio to communicate,sales promotion,database marketing and packaging. usestelevision,newspapers, othermediaoutletsto communicatewith customers.Italsoprovides offersattheirstoresto attract more customers. PeopleSainsburyhavewell trainedexpertsand professionalswhowell understands the consumer behaviourandgivesfirst preferencetothe customers. Therearemanypeople workingintheorganisation whoarecustomeroriented. Theorganisationinvests huge amount on the training anddevelopmentofthe employees. ProcessTheonlineshopping strategyofSainsburyhas increaseditsorder numbersandgained customerloyalty (MatuÅ¡ÃnskáandStoklasa, 2019). Process is the set of activities performed in the Tesco store. Thecustomerspicktheir productsandgotothe counters t pay, they can also use self service machines to make payment. Physical evidence Sainsburyhavedifferent storedesignsandlayouts whichaddressesvaried needs of customers. The logo of Tesco is excellent withefficientuseofcolour. Theofflinestoreofthe company are easy to access andproductsarewell arranged. 2.0An 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 Marketingmixisthesetoftechniqueswhichareusedbythe organisationtopromotetheirproductsandbrand(THIS,2020).Good marketing helps in attracting large number of customers to increase their brandreputation.MarketingmixhelpsthemanagersofSainsburyto achieve their goals and objectives. It help them to analyse the return on 8
investment, allotting and managing effective budget. The most important element of marketing mix is pricing, Setting a suitable pricing helps the organisationtoattractmoreandmorecustomers.Attractingmore consumers helps to build customersloyalty and develop a good brand image. Good pricing strategy helps the managers of Sainsbury in selling productstomorenumberofpeoplewhichaccessthemtoachieve sustainable competitive advantage. 3.0Recommendations some strategies which should be adopted by managers of Sainsbury to reach more number of customers are: ï‚·The managers of Sainsbury should start social media marketing, nowadays people are more active on social media platforms which can help the company in their product promotion. ï‚·Themanagersshouldinitiatesomeoffersonproductssothat customers intend to buy their products more(Chaffey and Smith, 2017). ï‚·The price of products should be set according to the needs and affordability of people. ï‚·ThemanagersofSainsburyshoulduseinfluencermarket campaigns,makeappealingvideos,thiswillhelpthem toreach their goals and achieve their objectives. 9.0 Conclusions From the above information it is concluded that marketing is a very importantfunctionforanyorganisation.Thisfileconcentrateonthe marketingconceptin21stcentury,roleofmarketinginachieving objectivesof organisation,interactionbetween marketingfunctionand otherdepartmentsofbusinesswhichincludeshumanresource department,operationdepartmentandfinancedepartment.Italso includes extended marketing mix of retail business, how marketing mix is useful for organisation to achieve its objectives. 9
References Books and journal: Naseri, Z. and Noruzi, A., 2018. Content marketing process model: a meta- synthesis of the literature.Webology.15(1). pp.8-18. Gupta, P., and Et. Al., 2020. Performance improvement of supplier-side e- tender-drivenmarketingprocess.InternationalJournalof Productivity and Performance Management. Benzo,R.,Mohsen,M.G.andFourali,C.,2017.Marketingresearch: planning, process, practice. Sage. Deffner, A., and Et. Al., 2020. City marketing and planning in two Greek cities: plurality or constraints?.European Planning Studies.28(7). pp.1333-1354 Lidstone,J.andMacLennan,J.,2017.Marketingplanningindustry. Routledge. Opresnik, M. O., 2018, July. Effective Social Media Marketing Planning–How to Develop a Digital Marketing Plan. InInternational Conference on Social Computing and Social Media(pp. 333-341). Springer, Cham. THIS,T.M.I.L.,2020.StrategicMarketingPlanning.Hashtagsand Headlines: Marketing for School Leaders, p.29. Donthu, N., Kumar, S. and Pandey, N., 2020. A retrospective evaluation of MarketingIntelligenceandPlanning:1983–2019.Marketing Intelligence & Planning.39(1). pp.48-73. MatuÅ¡Ãnská, K. and Stoklasa, M., 2019. The state of strategic marketing application in Czech small and medium-sized enterprises.Scientific Annals of Economics and Business.66(2). pp.193-212. Chaffey, D. and Smith, P. R., 2017.Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge. 10
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PART 2 MARKETING PLAN 1.0What is the link between strategic marketing plan and the overall mission, corporate strategy and objectives of the organisation Strategicmarketingplanisaserieswhichhelpsinguidingthe organization to develop marketing strategies in order to achieve the goals and objectives of the organization and increase the profitability(Berman andThelen,2018).Strategicplanningincludesgoals,objectives, strategiesetc.Statingmarketingstrategieshelpsanorganizationto clearly identify what steps it has to take to reach the goals. The managers of Sainsbury use strategic market plan to get competitive advantage in the market. 2.0Clear and SMART marketing objectives The SMART objectives in context to Sainsbury are: ï‚·The company tends to increase its sale by 10% within 6 months by adding new product and changing promotion strategies. ï‚·The managers of Sainsbury will conduct four campaigns at different places to boost its reputation in the market. ï‚·The managers of Sainsbury are planning to implement cross selling strategies which will help to retain customers by 7% till the end of 2022. ï‚·Thecompanywillawarepeopleaboutthenewproductlaunch through email campaign and aware the customers. 3.0Marketing research for promoting the launch of new product line The new product line of any retail store can include the launch of organic and vegan products(Biroscak and Et. Al., 2018). The managers of Sainsburywillidentifythetargetmarketandcustomers.Theywill evaluate the demand of customers and accordingly plan the strategies. The organization will be able to attract more number of customers by determining the needs and desires of the customers. They introduced the product in only few stores to evaluate the demand of the goods. They also 11
asked for feedback from the customers to get their reviews about the product,sothatmanagersofthecompanycanknowperformanceof product. 4.0 A situational analysis 4.1 Marketing audit, using the appropriate analytical tools which includes SWOT, Pestle and 5C analysis A marketing audit is all about exploring and analyzing the entire marketing environment of a business, both internally as well as externally (David, David and David, 2017). It covers the goals, objectives, strategies of the organization to identify any problem and recommend the course of action which can be taken. The analytical tool in context to Sainsbury in order to determine marketing audit of situational analysis is given below: SWOT analysis: Strength ï‚·Ithasgoodpresenceover social media which helps it to reach more customers. ï‚·Itadoptsuniqueand innovativestrategiesfor promotionwhichattracts more customers. Weakness ï‚·The firm is keeping the price lower in order to attract more customers,whichresultsin fewer margins. ï‚·Th retail store is facing a lot of competition,whichincreases theswitchingpowerof customers. Opportunity ï‚·Thecompanyshouldexpand itselfintheothercountries too. ï‚·The company should use self automatedtechnologyand servecustomers24*7to increase the sales by making processeasier(Ekwulugo, 2020). Threat ï‚·TheCovid19pandemichas hasreducedthepurchasing power of common people. ï‚·Sainsburyhavelotof competitors,the advancement in technology of its rivals is a big threat to the company. 5C analysis: 12
It is a analytical tool which is used to do situational analysis, it includesmicroandmacroenvironmentalfactorswhichimpactthe function of organization(Fu, Phillips and Phillips, 2018). It helps managers tominimizeriskbydevelopingstrategiesaccordingtothemarket situation. 5C analysis in context to Sainsbury is given below:ï‚·Company:Sainsbury has a good brand image, the managers at the organization need to analyze strength and weakness of company to make any marketing decision. It will help to optimize the use of marketing resources to effectively place them where required.ï‚·Customers:The marketing objective of Sainsbury should include selecting the right target market and designing marketing activities which can help to reach desired position. The marketing managers of the company should include growth rate of the industry, market size,potentialtargetmarketsize,desiredproductfeatures, industry trends etc.ï‚·Competitors:Sainsbury has a good brand value in the market, the managers of Sainsbury should focus on where to position the brand inrespecttotheorganization,marketingstrategiesoftheir competitors, type of competition in the operating market.ï‚·Collaborators:Thesearetheindividualsorfirmwhichmake, manufacturesororsellgoodsandservicesofSainsbury.The managers of Sainsbury need to critically evaluate the supply chain- bargaining power of suppliers, what are they supplying to the table, flexibility of the supply chain, revenue sharing at each step of value chain. ï‚·Context:These are those macro environmental factors which are not controlled by the organization, these factors include political and social environment, regulatory environment, economic condition of the organization in the market, legal environment etc. 4.2 An analysis of competitors comprising the market 13
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segments Competitors analysis refer to evaluation of products, strategies etc of the competitor(Tomczak, Reinecke and Kuss, 2018).ï‚·Demographic factors:Sainsbury's customers include both male and female irrespective of their ages. Tesco's customers are also includes male and female who are potential for the organization. ï‚·Geographical factors:Sainsbury Sainsbury has stores across UK and few other countries. Tesco has its presence all over UK and 13 other countries. 4.3 Sub-segments The sub segments of market segment in context to Sainsbury are given below:ï‚·Demographic factors:Sainsbury mainly focus on children as it is the number one toy retailer in UK and also the family size to launch any product line. Tesco focus on income level of people and their social status.ï‚·Geographicfactors:Sainsbury focus on the time zone location andpopulationtolaunchanynewproductline.Tescofocuson density of population, types of season and climate for a new product line. ï‚·Behavioral factors:The managers of Sainsbury focus on occasion based and attitude of the customers to launch a new product lines. Tesco focus on benefit sought and user status to launch any new product line. 4.4 Articulation of the new product value-proposition in the eyes of the customer Sainsbury's new product line includes organic and vegan food items, they will provide 100% organic food and vegan food items for customers whoprefertobuytheseitems(EbrahimiandBanaeifard,2018).The managers of Sainsbury will target the right customer group who desires to 14
purchaseorganicproducts.Themanagerswillanalyzethedemand relatedtothespecificproductandwillaccordinglyproduce.The organization has to maintain the quality and price to gain competitive advantage in the market, trust of customers, good brand value. 4.5 Develop marketing strategies in to the extended marketing mix The extended market mix for the new product line of Sainsbury is given below:ï‚·Product:The new product line of Sainsbury includes organic and vegan food items which includes fruits and vegetables, nuts and seeds,vegetableoils,breads,rice,dairyalternativessuchas soymilk, coconut milk and almond milk etc.ï‚·Price:The managersof Sainsbury set the prices according to the buyingabilityofthecustomersothatpeoplecanaccessthe products easily.ï‚·Place:ThemanagersofSainsburyhavedecidedtolaunchnew products to only few stores at first, to test its demand.ï‚·Promotion:The managers of Sainsbury use advertising techniques liketelevision,promotionalcampaigns,Connectingtocustomers through email and SMS to aware therm about the new product.ï‚·People:Sainsbury have skilled employees who have professional attitude,attentiontodetails,strongworkethicsetc.whichhelp them in performing their work efficiently.ï‚·Physicalevidence:Sainsburyprovidesbillforeverypurchase made at its store as well as online services. ï‚·Process:ThemanagersofSainsburypurchaseproductsfrom wholesaler in bulk and sell them in their retails stores. 4.6 Including allocation of planned spend, set an overall marketing budget 15
Marketingbudgetisallabouttotalamountofmoneywhicha companyneedstospendonitsmarketingstrategies(Ashuotieand Wanitwattanakosol, 2021). Marketing budget in context to Sainsbury is given below: ParticularsAmount (In£) Market research£7000 Social media marketing£3500 Advertising£6000 Media£3000 Content creation£1000 4.7 Tactical actions These are the action which are taken to accomplish the marketing strategy, it is related to establishment of marketing tools which helps an organization in attaining their marketing goals and objectives(Hua, 2020). The managers of Sainsbury can achieve their marketingobjectives by evaluating the market condition and reviewing the marketing strategies of its competitors. 4.8 Using metrics such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV), identify appropriate control and monitoring measures which can be used to achieve marketing objectives and measure success Return on Investment is a metric used to measure the effectiveness of marketing campaign, it provides the feedback on the performance of marketing activities(Alsem, 2019). The managers of Sainsbury use this metric to evaluate the performance of their marketing strategies. Customer lifetime value is the amount or value which a business expectstoearnovertheentirerelationshipwiththecustomer.The managers of Sainsbury use this method to calculate the profit they can get from their long time customers. 16
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5.0 Prepare comprehensive media plan to supports the planned marketing campaign 5.1 A media budget Media budget in context to Sainsbury is as follow: ParticularsAmount (In£) Content creation£3000 Social advertising£7000 Promotions£9000 Training and development£6500 Community development£3500 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 given media budget is suitable for Sainsbury to promote is product and achieve its marketing objectives(Goldberg and JansenvanRensburg,2020).Itisrecommendedtothemanagersof Sainsbury to spend more on content creation, as god content is required to attract customers. 5.3 Appropriate digital, offline and social media channels for communication Digital media of communication for Sainsbury includes text, audio, video,graphicsetc.whichenablesthemtoconnectwithmore customers at a single point of time. OfflinemediachannelsofcommunicationforSainsburyincludes newspaperadvertisement,bulkmailings,inpersoneventsor presentation, print materials such as brochures and rack cards. SocialmediachannelsofcommunicationforSainsburyincludes facebookads,instagramreelstoincreasebrandawareness, 17
LinkedInfrogeneratingmoreleads, and pinterest,instagram for selling the products online. 5.6 Full justification for a multi-media plan based on quantitative and qualitative criteria This structure access companies in performing their qualitative and quantitativeresearchtoachievetheirgoalsandobjectives(Gentsch, 2018). The managers of Sainsbury use Artificial intelligence and Google Analytics to do qualitative research and see number of users, number of shares, numbers of likes to analyze the quantitative research. This makes the media budget justified for Sainsbury. References Books and journal: 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. Biroscak,B. J., and Et. Al.,2018.Applyingtoolsfromhuman-centered designtosocialmarketingplanning.SocialMarketingQuarterly. 24(2). pp.63-73. David, M. E., David, F. R. and David, F. R., 2017. The quantitative strategic planningmatrix:anewmarketingtool.Journalofstrategic Marketing.25(4). pp.342-352. Ekwulugo,F.,2020.Marketingplanninginsmallbusinesses. InEntrepreneurship Marketing(pp. 324-336). Routledge. Fu, F. Q., Phillips, J. J. and Phillips, P. P., 2018. ROI marketing: measuring, demonstrating,andimprovingvalue.PerformanceImprovement. 57(2). pp.6-13. Goldberg, R. H. and Jansen van Rensburg, L. R., 2020. Investigating the place marketing levels of Business Improvement Districts in South Africa.Journal of Contemporary Management.17(2). pp.278-294. Hua, H., 2020. February. Improvement Strategy of Sports Product Network MarketingStrategyBasedonBigDataAnalysis.In202012th International Conference (ICMTMA)(pp. 885-889). IEEE. Shuotie, A. and Wanitwattanakosol, J., 2021. September. A Framework of Digital MarketingThrough Knowledge Management. In2021 The 3rd World Symposium(pp. 91-96). Tomczak, T., Reinecke, S. and Kuss, A., 2018. The Information Basis of MarketingPlanning.InStrategicMarketing(pp.19-48).Springer Gabler, Wiesbaden. 18
Alsem, K.J., 2019.Applied strategic marketing: a step by step approach. Routledge. Ebrahimi,A.andBanaeifard,H.,2018.Theinfluenceofinternaland externalfactorsonthemarketingstrategicplanninginSNOWA Corporation.Journal of Business & Industrial Marketing. Gentsch, P., 2018.AI in marketing, sales and service: How marketers withoutadatasciencedegreecanuseAI,bigdataandbots. Springer. 19