Marketing Process & Planning: The Marketing Concept, Functions and Mix

This report on Marketing Process & Planning covers the marketing concept, functions and mix. It includes a marketing plan for Tesco, a British supermarket chain, and how their marketing mix contributes to the success of the organisation. The report also covers the extended marketing mix and how it is applied in Tesco's marketing strategies.

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
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1.0 Introduction
The process of marketing comprises of design and maintain a surroundings that allows individuals to
work in effective manner for the purpose to achieve goals and objectives. In context to marketing,
there are various terms involved in the entire process such as marketing implementation, marketing
mix, strategic marketing analysis and controlling process. In context to the report, the organisation
chosen is Tesco. It is a British Supermarket chain founded in 1919 and headquartered in Welwyn
Garden City, United Kingdom. In context to organisation, it uses various elements of marketing mix
for the purpose to achieve aims and objectives of the business. In addition to that, the report
comprises of the marketing plan of the company for the purpose to support marketing campaign for
an organisation.
2.0 An explanation of the concept/definition of marketing in the
21st century
The marketing in the 21st century involves both the traditional and digital ways in order to
promote a specific product or service which is mainly focused on the marketing campaigns to create
awareness and influence consumers in order to make purchasing decisions. Before the 21st century,
the organisations did not have the option to advertise their product in a ways other than promoting
through radio, television, newspapers to attract consumers. In today’s world, company uses social
media platforms in order to target new audience through interacting and influencing their behaviour
and stimulating them to purchase a product. In context to Tesco, the organisation in order to
promote their luxurious own-brand food products need to use various search engines in order to
reach the target consumers and focus on building a brand image for their product( Sako and
Zylberberg, 2019).
3.0 Description of the role of marketing function with examples
from the chosen organisation
When it comes to marketing function, all the functions plays a very important role in
company and involves various activities such as grading, selling, financing, transporting, storing and
securing information in the market. In today’s world, modern marketing includes various functions
that includes market planning and strategy formation. In context to Tesco, the various marketing
functions helps in understanding the behaviour of consumer in a better way as compare to the
brand’s competitors and also involves influencing the business decisions to meet the needs and
demands of the consumers( Basit and Medase, 2019).The company uses various communication
channel to reach the final consumers. In context to Tesco, the marketing function helps the in
organisation to identify the needs and wants in order to meet the needs through services and
products. The organisation need to focus on its marketing functions in order to ensure development
of trust and customer loyalty in the brand. In context to tesco, the managers in order to attract
consumers for their own brand food products, need to focus on marketing functions in order to
attract the consumers. The company’s managers focuses on identification of the customer needs
through conducting surveys, the company offers club cards to attract more and more consumers and
advertise products through various mediums. The organisation also focuses on using “unique selling
point” to attract consumers with selling of affordable products.
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4.0 An analysis of how the marketing function works and interacts
with other departments
The other departments and marketing function works closely with the each other in the
organisation. The main objective or aim is to attract more and more consumers towards the
company and creating a interest for the products and services. In addition to that it also ensures that
each department is working in an efficient and effective manner for the purpose to sell services or
goods to the consumers and also eventually fulfilling the wants and needs of the customer
( Khalaf and El Mokadem, 2018).In today’s world each business organisation is highly dependent on
satisfying the demands of the consumers as single function cannot fulfil all the responsibilities. In
order to develop a effective marketing plan it is very important to have close links with other
departments of the organisation.
Production/Operations management
It involves the operations or the production management who need to work with the
marketing department for ensuring the proper development and researchis done in order to satisfy
the future and current needs of the consumer.
Human Resource Management
It involves working of marketing function with the human resource department in order to
ensure that proper skills and staffing levels are placed in order to meet the targets, creating an
ambitious and competent sales team and researching new product ideas. The hr department had to
perform various functions in order to recruit and train demands of people across the organisation.
Moreover, in order to efficiently and effectively perform its operations, the hr department need to
make balance with marketing function obligations (Sahaf, 2019).
Finance Department
The finance department had to work closely with the marketing functions in order to
develop and prepare a proper budget in order to meet the needs related to the research, promotion
and distribution. In context to Tesco, the finance managers need to use various marketing functions
while preparing or developing the budget for the new launches in order to meet the demands of
consumer.
5.0 An explanation of the extended marketing mix and examples
from selected supermarket
The market mix basically involves the set of a marketing tools which are used in the
company or a organisation in order to achieve its aims and objectives related to the marketing in the
target market. The extended marketing mix basically involves the following Ps:
Product : It basically involves the object or something which can be offered in the market for
satisfying the needs and wants of a consumer. In context to the company, the organisation is
launching their new “luxurious” range of the own-brand food products that will have distinctive
features involving a combination of superior taste, value and luxury (Li, 2018).
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Price : It basically involves the amount of money which a customer pays in order to avail a service or
product. In context to Tesco, the organisation basically focuses on keeping their product’s prices
affordable and also focusing on keeping the quality good in order to attract the consumers.
Place : It basically involves a chain of businesses and intermediaries through which a product or
service passes until it reach to the final consumer. In context to Tesco, the company’s stores are
available all over the world in various countries and regions.
Promotion: It basically involves the spreading of information or promoting a product service or
issue. In context to Tesco, the organization in order to promote their luxurious food products need
to use a variety of promotional tools, sponsored charitable events and television advertisements in
order to promote and boosts its sales (Gowreesunkar, Séraphin, and Morrison, 2018).
Physical evidence: It basically involves the material object that plays a significant role for proving a
particular fact. In context to Tesco, there stores are quite attractive and clean and also their website
is quite simple, attractive and easy to operate.
People : It includes those person who are involved in the marketing process and sales in which it
further involves sales person, staff and customer service teams. In context to Tesco, the
organisation’ sales assistant managers plays a very important and significant role in the successful
operations of the business. In addition to this the employees are well paid and compensated a
standard wage and are highly competent towards the organisations goals.
Process : It involves activities and flow of mechanism in order to interact among the consumers and
businesses. In context to Tesco, the organisation focuses on keeping its consumers satisfied and
happy through easy acquirement of products in the stores and also providing quick services in both
its online and offline market( Corsaro, 2018).
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 marketing mix, it helps the company to make valuable and profitable marketing decisions
and to help the organisations in order to improve its partnerships and collaborations among the
departments, becoming more competitive and adaptable in the market and developing strengths. In
context to tesco, the company’s managers uses marketing mix in a way to achieve success. The
organisation also uses various methods of promotional tools and discounts in order to target and
segment its audience. It also involves how the organisation uses various strategies and also focuses
on public relations, online communication, sale advertisement, personal sales and promotion in
order to attract the consumers. The organisation mainly focuses on identification of the main
components and marketing plan that basically involves the four Ps.
In context to Tesco, the organisation uses marketing mix strategies in order to attract more
in order to achieve success. The organisation also focuses on sales advertisement, online
communication, personal sales, promotion in order to attract more and more consumers. The
organisation focuses on identification of the main components of marketing plan that basically
involves the four Ps. In context to Tesco, the organisation uses marketing mix in order to attract
more and more consumers through development of brand image and popularity (Lipovetsky, 2018).
3.0 Recommendations
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The Process of marketing mix plays a very important role in order to achieve success and
profit in an organisation and to help in building the most effective marketing strategy plan. The
marketing mix also helps the organisations to identify the most potential consumers and also to
bring innovative ideas as compared to rivals. When it comes to organisations, everyday it is very
difficult to concentrate on a bigger picture when a organisation is handling various
things. ,Marketing mix process helps in guiding managers and organisation towards the goals and
aims. In relation to Tesco, marketing mix process supports the organisation to get advice, feedback
from consumers, create a budget plan, making pricing strategy, aware about the distribution channel
and selecting promotional methods.
9.0 Conclusions
From the report it had been determined that process of marketing mix plays an essential
role in achieve organisation’s aims and achieving success. It further supports to manage with
various departments for the purpose to complete the business operations in the best possible
manner. In relation to Tesco, the leaders and mangers of the organisation uses process of
marketing mix or the purpose to operate and run the various activities of the organisation. In
addition to that, it helps in identifying the different strategies and adopting the marketing mix
process and achieving its aims and objectives.
References
Basit, S. A. and Medase, K., 2019. The diversity of knowledge sources and its impact on firm-level
innovation: Evidence from Germany. European Journal of Innovation Management.
Corsaro, D., 2018. Crossing the boundary between physical and digital: the role of boundary
objects. IMP Journal.
Gowreesunkar, V.G., Séraphin, H. and Morrison, A., 2018. Destination marketing organizations: Roles
and challenges. In The Routledge handbook of destination marketing (pp. 16-34). Routledge.
Khalaf, M.A. and El Mokadem, M.Y., 2018. The relationship between internal integration and
manufacturing flexibility in the Egyptian industry. International Journal of Quality and Service
Sciences.
Li, S., 2018, August. Application of blockchain technology in smart city infrastructure. In 2018 IEEE
International Conference on Smart Internet of Things (SmartIoT) (pp. 276-2766). IEEE.
Lipovetsky, S., 2018. Quantum paradigm of probability amplitude and complex utility in entangled
discrete choice modeling. Journal of choice modelling, 27. pp.62-73.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning Pvt.
Ltd..
Sako, M. and Zylberberg, E., 2019. Supplier strategy in global value chains: shaping governance and
profiting from upgrading. Socio-Economic Review, 17(3). pp.687-707.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
p
2.0 Clear and SMART marketing objectives 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 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
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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 p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
A strategic marketing plan involves goals and objectives that further involves the internal
business factors, product planning, analyzing the internal and external business factors,
implementation and tracking the progress of the company and its growth aspects. In context to the
organization, the company’s strategic marketing plan helps in establishing a clear marketing
objective that involves a specific time period and which can be measured in quantitative terms.
Furthermore it also help the company in order to plan for marketing activities with the supporting
strategies. In addition to that the organization involves developing products and creating services in
order to provide profits to the organization (Swartz and Rdrewes, 2018).
In context to Tesco, the organization uses various strategic plans in order to build a
competitive advantage and meet the continues changes in order to build a competitive advantage in
the organization. In addition to that, the market plan is used in order to implement the campaigns
and revamp its online sites in order to develop future campaigns and to measure success. The
strategic market plan basically involves a look in order to conduct research for the situation analysis.
In addition to that a marketing plan supports a organization to establish the marketing goals and
objectives. The main way to achieve smart goals in any organization is to set a particular time frame
which can be specific and measurable. In addition to that strategic market plan helps in setting
overall marketing goals and objectives. The main objective is to build a competitive advantage which
also involves smart goals and good plan for achieving marketing objectives (Kirsch and Kutschker,
2019).
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2.0 Clear and SMART marketing objectives
It is basically divided into five basis which is specific, measurable, achievable, realistic and
timely. With the help and support of the smart objectives, it helps in providing guidelines for the
purpose to access the most effective course of actions and it helps in defining the clear aims and
objectives of the company.
Specific : It comprise of the defined and clear goals which helps the organisation to understand the
aims and objectives of the company.
Measurable: It basically comprises of the benchmarks and key performance indicators that helps
the organisation to accurately measure its success in the industry.
Specific : It basically involves those goals which are clearly defined and outlined in order to make the
team understand about the organizational objectives and aims.
Measurable: It involves the key performance indicators and benchmarks that allows the
organization to measure its success in the organization.
In context to organization, the company’s smart objectives includes providing the best
quality groceries, products, services and goods to the consumers. The main aim of company is to
enrich shopping experience for consumers for the purpose to attract a large number of individuals
which will support in achieving organizational objectives. The main focus of organisation is to grow
its services in all parts of the industry and expand its new product line of luxurious own food
products.
3.0 Marketing research to support the new product line launch
It basically comprises of the formative viability of the service or product through research
and allows the target market to get advice from its consumers in relation to the product or service.
In relation to Tesco, it is important for the leaders and managers to conduct market research
before launching a new product in the market. It is important to understand the market in a better
way and competitors for the purpose to target its consumers. The organisation needs to understand
its target audience and rolling up with the campaigns of the market and also focusing on the product
life cycle and also the organisation need to conduct proper research and understanding various ways
to attract customers and analyzing the competitors strategies . The proper market research helps in
developing the service or products for better understanding of the desired and needs.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
A Marketing audit basically includes the surroundings of the market that comprises of the
targets and strategies in context to specific marketing actions. In relation to Tesco, the
organisation uses marketing audit for the purpose to conduct various activities that
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comprises of direct mail newsletters and social media campaigns. The main objective of
marketing audit is to help in attaining the various objectives.
Swot Analysis
It involve strategic management preparation and procedure which is used in order to
support the business to identify its strengths, weakness, opportunities and threats which are usually
connected to project setting up and industry rivalry. In context to organisation, Tesco aim to look at
its strengths and weakness with the help of swot analysis and to walk around more opportunity for
the business in order to pay concentration to the risk that may have an effect on its future
operation.
Strengths: The organisation’s main power is its image of the company. The business has won a
variety of award for its outstanding customer’s examination shopping and retail knowledge and is
consider to be one of the money-making retail format in the globe.
Weakness : The business has suffer from a huge monetary liability in the history as could not be able
to deal with the debt as compare to its competitor and affliction from such monetary loss the
business has banned few of the products from its series.
Opportunity : The business has urbanized strategic partnership with few of the apparent companies
which acts as an exceptional occasion for the business
Threats : In context to Tesco, competitor are its main terrorization. The price policy of its competitor
create a negative force on its business operation.
Pestel analysis : This framework helps in identifying the various factors which helps in identifying
the various factors such as Political, social, economic, technological, legal and environment factors.
Political factors : In context to Tesco, the organisation operates worldwide and is highly inclined
with the show of the organisation. It involves the act of legislation, tax rates and stability of the
nation where it operate.
Economic Factors : It involve a variety of factor which are the point of worry for the business which
comprises of factors such as demand, prices, leverage costs and profits.
Social factors :It comprises of a assortment of various social trends and change that has inclined the
consumers of UK . In context to Tesco, it has increase the sale of its non food items as nowadays
consumers are quite aware of the various issues in relation to the health issues.
Technological factors : In context to technological changes, it have bought various opportunities for
Tesco. It includes providing services such as shopping from online website and quick home delivery.
5c analysis
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It basically comprises of the situation in relation to the examination of techniques which
help marketers to make business decisions .It includes climate, organisation, competitors,
collaborators etc. It basically helps in evaluate the important factors that helps in dealing with issues
of the companies.
Consumers : The business considers its clients as centre of everything and the corporation considers
taking response from its clients for the purpose to deliver best services and best products.
Competitors: The company’s main competitor comprises of Morrison’s, ASDA, Sainsbury’s and a
variety of other known supermarket chains. The business has developed and implements various
strategies in order to compact with its clients.
Collaborators : It involves thousand of strategic associates and suppliers with whom the business
works. It involve UK own label suppliers, global owners etc.
Climate : It involves figure of factors that have a major crash on the operations of the retail store.
4.2 A competitor analysis including the market segments
It is a serious pathway in any marketing arrangement and it involves significant details about
the competitor which involves functions, competitive differentiator, boundaries, features and pricing
in sequence with position each competitor within the market segment. In context to Tesco, its main
competitor are ASDA and Sainsbury’s and in adding up to that the business also faces brutal rivalry
from discounters which involves alder and lid. The company uses all-embracing multi segment
position
The company perform its business operation based on target segment in terms of
geographic location which is further separated into sub category in order to deal with the
competitor (Mascaraque-Ramírez and Para-González, 2021).
4.3 Sub-segments
It involves segment which are alienated into sub segment which involves marketing and products
being the same but with small change which are made in order to target smaller group. The Tesco
segments its market on physical basis which is further divided into age, gender and income. In
context to Tesco, the business is dividing the market into sub groups of people and involves people
who have common preference and needs. Segmenting the market helps the business to focus on
possessions and marketing hard work in order to attain business goal and valuable audience.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It involves firm to grow with digital advertising, lead development, inspiring contented
and ,marketing mechanization In context to Tesco , the company extremelythink about the principles
and make sure that clientele also knows it too. The unique value proposition doesn’t not involve
services or products but it involves wonderful services. Basically, the value proposal involves a clear
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declaration that includes three things relevancy, isolation and quantify value. The company’s value
proposition involves human beings that are made-up to understand. The businessfocus on always
striving for clarity first and using boosters which involves discounted price for a product, free setup
or installation, free shipping, free bonus with a purchase, next day shipping, no long term contract,
money back guarantee and customization. In context to company, it focus on consideratepatrons
better, being innovative, being full of life and always being first for consumers. The business uses its
strengths in order to carrymatchless services and value to its consumers. The company manage to
provide more value to clientele through banking and online shopping experiences. The company
focuses on going digital as consumers like to purchase online which is very suitable for them and
allows clients to choose a delivery timeslot which suits as per their timetable so that they can plan
their purchases in advance.
4.5 Development of the marketing strategies applied to the
extended marketing mix
The marketing strategy involves the overall approach of an organization relative to reach
ability and engaging with its customers in order to promote their products and services. It consist of
of the overall values of a company along with their proposition, data on targeting customers based
relative to their demographics along with key message based on organizational value (Lim., 2021). In
context to TESCO, the marking strategies assistant the organization it effectively analyses their brand
through marketing mix which consist of product, price, place and promotion. There are different
marking strategies that can be utilized by the business in order to determine a suitable approach
which will help the organization to achieve its objective of establishing optimal engagement with
customers through their marking strategy.
Product strategy:
TESCO offers various products to is customers through their various establishments and have
developed various categories that include food products, clothing, jewellery along with health and
beauty products. In addition to this it allows the business to cater various needs of their customers
in an effective manner (Mintz and et.al., 2021).
Pricing strategy:
The organization offers various products at affordable price points without compromising
the overall quality. This helps the business to ensure that they are able to market their products in
an effective manner and attract a large customer base. The organization also utilized effective
channels to procure raw material which all the business to reduce the overall cost of products
(Ndofirepi, Farinloye and Mogaji., 2020).
Place strategy:
The organization is well established with various outlets across the country and has classified
its establishments into TESCO Extra , superstore along with express which help the organization to
provide their products and service in an effective manner and ensure customers receive high level of
satisfaction (Purohit, Paul and Mishra., 2021).
Promotion strategy:
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The organization has established an effective brand image over the years which provide
essential support in its marketing operations. The overall brand image of the business is well
recognized by its customers which provide aid to the organization when promoting its products and
services in an effective manner(Solimun and Fernandes., 2018).
4.6 Setting of an overall marketing budget, including allocation of
planned spend
It involves development of budget which helps in establishing the necessary financial
resource required to allocated resource relative to marketing functions and outlines how it will be
spent. The overall size of marketing budget is evaluated by various factors that are based on marking
objective of the organization. In context to TESCO, the organization has invested over 81.15 million
pounds relative to their promotional and marking operations. The company also pays emphasis on
allocating its financial budget in order to determining the necessary resource required by various
departs of the business such as sale, making as well as accounting departments and teams. The
effective allocation of budget allows the management at TESCO to ensure it is able to gain the
highest level of return on investment along with optimal readability of target audience. In addition
to this, it involves various expenses that the organization has to consider such as employees salary,
advertisement cost along with cost related to the utilization of software tools.
In order to effectively allocate budget various steps need to be followed such as establishing
marking goals, establishing budget along with outlining plans based on allocated funds and tracking
overall progress to measure return on investment.
4.7 Tactical actions
It involves precise steps or proceedings that are undertake in order to finish strategy. There
are various example of Tactical measures which involve locations, supply chain, promotion,
information security, environment and weather. In context to Tesco, the strategic marketing involve
implement specific technique which helps in achieving marketing goal IT also involves conduct social
media campaign publishing blog posts, generate leads and hosting proceedings (Acharya and Gupta,
2018).
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)
It comprises of various actions that are taken for the purpose to minimising the chances of
risks. In relation to Tesco, the organisation need to use proper techniques and tools for the purpose
to make certain services and products. The organisation uses various methods such as control
method and monitoring measures for the purpose to keep a track on its performance and ensuring
proper consumption of resources in order to ensure accomplishment of organizational aims.
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The organisation uses various metrics and measures in order to found deviations and
measuring success of the organization. In relation to Tesco, the organisation uses various techniques
for the purpose to measure the organization success.
Customer Lifetime value : It comprises of the total worth to a business through its consumers over
a entire period of their relationship. In relation to organisation, the company uses this metric as it
helps to keep the costs less to its current customers than it does nit acquire new customers . It
basically focuses on achieving objectives.
Return on marketing investment: It is used in online advertising for the purpose to measure the
efficiency of a marketing operation. In relation to Tesco, the organisation uses ROMI in order to look
at the results in relation to a specific marketing objective. Return on marketing investment is
basically a sub category but here the entire cost is incurred on marketing.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
A media product is basically an estimate of secretarial promotional expenditures over a
scrupulous period of time. It essentially includes the money, a organisation keep aside for the
purpose to accomplish marketing objectives. In relation to Tesco, the organisation spends a strong
budget for promotional and advertising . In year 2018 and 2019 the organisation has augmented its
traditional advertising in billions.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the
marketing objectives
Multimedia is basically considered to be a broad term which comprises of grouping of
multiple media formats which includes images, texts, songs, videos, audios and etc all these
combined together results in multimedia. In relation to organisation , the organisation being the
UK’s largest retailer is one of the third-party promotion on plasma screens with chosen
supermarkets. In relation to Tesco, the organisation plays a significant role in replying to customers
queries on face book and other social media platforms. The organisation also includes promote
recipes, gardening ideas, healthy living on interest accounts and also invest in good amount on
platform such as Google (Rossiter, Percy and Bergkvist, 2018).
5.3 Appropriate digital, offline and social media channels for
communication
The process of communication basically comprises of sharing and shift of in sequence from
one individual to another. In relation to Tesco, the organisation uses various social media tools
and digital marketing channels for the purpose to to communicate with its customers. The
organisation has its own online website which helps the customers to buy at just one click and
comprises of a variety of a range offers on special events that comprises of rewards such as buy
one get one free, free shipping, extra discounts etc. The organisation carries out different marketing
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campaigns for the purpose to attract the end customers. It basically uses platforms such as twitter,
Instagram, face book, Google plus etc for the purpose to attract with consumers. The organisation
also comprises of promoting recipes, gardening ideas, healthy living on interest accounts and also
invest in good amount on platforms such as Google.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
The qualitative and quantitative methods comprises of both types of data at same time it
includes assessing information. The quantitative research could be done in different ways which
comprises of primary and secondary research. In relation to Tesco, the organisation uses the data
which they have composed with the help of club cards. It comprises of the figures in relation to
number of female and male consumers which they can easy manner make a comparison with. In
qualitative it involves collection of insights. In relation to company it basically aims at focusing on
increasing interactions of consumers of online website and social media platforms and asking them
for unbroken feedback in order to boost sales (Kachalov, and Sleptsova, 2018).
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References
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Kachalov, R.M. and Sleptsova, Y.A., 2018. Structural Approach to the Marketing Strategy Creation for
a Scientific Organization. Economics of Contemporary Russia.
Kirsch, W. and Kutschker, M., 2019. Marketing and buying decisions in industrial markets. In Studies
in decision making (pp. 443-488). De Gruyter.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Mascaraque-Ramírez, C. and Para-González, L., 2021. Can the six dimensions of Marketing
Promotion enhance performance in the international shipbuilding industry?. Proceedings of the
Institution of Mechanical Engineers, Part M: Journal of Engineering for the Maritime Environment,
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Mintz, O.and et.al., 2021. The right metrics for marketing-mix decisions. International Journal of
Research in Marketing, 38(1), pp.32-49.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher education
market: A case of Africa. In Understanding the higher education market in Africa (pp. 241-262).
Routledge.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services, 58, p.102275.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives, strategy,
tactics. Sage.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to customer
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