Marketing Process & Planning for Desklib Online Library

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 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
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5.6 Full justification for a multi-media plan based on quantitative and qualitative criteria.................18
References ..........................................................................................................................................18
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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
and Noruzi, 2018). Marketing planning is the process of gathering
strategies and tactics to achieve the marketing aims of an organization. A
marketing planning should consist of company's value proposition,
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.
This report highlights the concept of marketing, its role and
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
21st century refers to promoting the products and services through
traditional as well as digital methods of promotion which helps an
organisation to reach more number of customers. Sainsbury started its
online website to sell its products which attracts a large number of
customers. The organisation also uses social media to do promotion of
their products and services. This strategy helps them to communicate
with people and organisation to exchange information. Sainsbury's e
commerce strategy has proven effective in making profits for the
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
related to pricing, promotion, distribution channels, goods ad services
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