Unit 2 Marketing Process & Planning - Higher National Diploma in Business Management

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 3
2.0 An explanation of the concept/definition of marketing in the 21st century
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3.0 Description of the role of marketing function with examples from the
chosen organisation 3-4
4.0 An analysis of how the marketing function works and interacts with other
departments 4-5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5-6
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 6-7
3.0 Recommendations 7
9.0 Conclusions 7
References 8
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1.0 Introduction
Marketing refers to the tool or technique an organisation undertakes to sell or promote its
goods and services in the market for achieving their objectives. Marketing starts before a
product entered into the market and ends after sales of the product. It is basically identifying
the needs and wants of the customers and delivers the right product and service to the target
customers at the right time to maximise their satisfaction (Ergashhodjaeva, 2018). Unilever is
a multinational consumer good company which has its headquarter in UK, and was
established on 2september, 1929. It deals in wide varieties of goods which includes beauty
products, personal care and food item.
2.0 An explanation of the concept/definition of marketing in the
21st century
Marketing is a concept of distributing, advertising and developing of goods and services to
the target customers. However, marketing not only includes goods and services but also it is
extended to everything. Marketing concepts includes the interest of social, customers and
business interest and it is pull concepts because it attracts the audiences towards the goods
and services (Deepak, and Jeyakumar, 2019). The marketing era started in 1950 and it is
transformed into digital marketing in the 21 century. Marketing in 21 century works both in
traditional and digital methods for promoting goods and services and only follow outbound
marketing before 21 centuries (Mintz, Gilbride, Lenk, and Currim, 2021). In context of
unilever, company promote their goods through digital platforms. Organisation use various
tool and tactics for promoting and selling their products in the market.
3.0 Description of the role of marketing function with examples
from the chosen organisation
Marketing functions enables an organisation to take their product from the manufacturer
place to consumer place. It includes the distribution, research, management activities. (Stead,
and Hastings, 2018). There are following marketing functions-
Promotion- It refers to educating the customers about the product and give them
proper knowledge regarding the product. It includes the E-mail marketing, public relation,
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events and digital advertising, all these functions help in performing the promotion function
effectively and efficiently.
Selling- It refers to pushing your product towards the customers. It helps in delivering
the product to the potential customer. Unilever sell their products to their customers in both
online and offline modes, these tools leads them to distinguish them from their competitors.
Pricing- It creates a difference between customer’s perception value and cost of
producing the product. This function is most valuable which can increase or decrease the
price of the product. In context of Unilever, company keeps their prices affordable so that
they can attract large number of audiences.
Product management- Product management includes the analysing the competitors,
research and development and coordinating with groups or other departments. In context of
Unilever, company maintain proper coordination among departments, they evaluate the
external environment before entering into the market with their new product. All these
functions help them in performing well in the market and achieve competitive edge.
Distribution- Distribution is the process of delivering the product to the target
audience. In context of Unilever, company sell their product to the customers through online
and offline modes, retailers. It includes retailers, manufacturers, wholesalers and other agents
through all the intermediaries company able to sell the product.
Financing- It refers to raising funds through externally or internally for creating any
marketing plan. In context of Unilever, company have enough budget through which they are
able to execute their marketing plans at a higher level. Good marketing plans helps the
company in achieving good market share and will increase the growth of the company.
4.0 An analysis of how the marketing function works and
interacts with other departments
There is a interpersonal relationship between marketing functions and other departments
because marketing functions includes various functions are based on different departments.
For executing any marketing functions, the departments required in performing those
functions (Jermsittiparsert, 2019). In context of Unilever, company consist various
departments of different activities and each department perform their activities and functions
in marketing. There are following different types of marketing functions which are applicable
in Unilever for executing the marketing plans-
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