Unit 2 Marketing Processes and Planning (Pass Criteria)

This report discusses the marketing processes and planning of Nestle, the largest beverages company in the world. It explains the role of marketing and how it interrelates with other business units of an organisation. It also compares the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. The report includes the production of a marketing plan for an organisation that meets marketing objectives and the development of a media plan to support a marketing campaign for an organisation.

Marketing
Processes
and
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation.................................................................................................................................3
P1 define the concept of marketing including the different roles of marketing:....................3
P2 The interrelation of the marketing function to the wider organisational context..............5
LO2. Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives .........................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
LO3 Produce a marketing plan for an organisation that meets marketing objectives.................9
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.........................................................................9
LO4 Develop a media plan to support a marketing campaign for an organisation...................12
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief12
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The marketing process and planning is the set of different process which includes the
analysis, formulation of strategy, action programs, review evaluation and the control which has
taken by the business organisation for developing their business in the markets. The process in
the marketing develop the different strategical and systematic approaches for evaluating and
executing process of the marketing. This process is helpful in identifying the business
opportunities and development plan for using the resources in very efficient way. It develop the
brand image in the market and for increasing the customers demands. The different types of
function has to performed in the marketing planning and process for increasing the performance
of the company in markets. Selling and purchasing, advertisements, communication to the stake
holders and many more are the different methods which the company use for developing their
marketing planning and process. The sustainability of their business in the markets is defined by
their function and strategy which has used by the company in order to develop their business in
the markets(Akbar, French, and Lawson, 2019). The given report has chosen the Nestle
company for identifying the marketing process and planning process. The company has
established in the year 1866 in the United Kingdom. The Nestle company is the largest beverages
company in the worlds. The company provides the different varieties of products and goods of
having the high quality. The brands which the Nestle company includes are the dairy, drinks,
juices, breakfast cereals, nutrition of the infants etc. the report has described the marketing mix
tools and different role and responsibilities of the business organisation for achieving the
marketing objectives in order to develop the business plan in the markets. The report has also
focused on different media plan for increasing the marketing campaigns in very proper way.
LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation
P1 define the concept of marketing including the different roles of marketing:
The marketing is the set of different process, strategies and action which is helpful in
identifying the needs and demands of the customers for capturing the wider area of the markets.
The different marketing process includes the different concepts like production concepts, product
concepts, selling concept , social marketing concepts and the marketing concepts. The Nestle is
the largest company in the world and produce the different kinds of products and services in the
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markets. The Nestle has the over 200 brands of different products and services. The company has
increased their areas in the worlds because of the effective functioning of the marketing
departments in the world wides(Jenson, Doyle, and Miles, 2020). The different function which
affect the marketing plan and role of marketing of the Nestle company has described below:
 Market information: The company Nestle has developed their roles in identifying the
different information of the marketing for collecting the information. The employees of
the Nestle company focus on understanding the different marketing trends for
understanding the market values in order to understanding the needs of the customers.
The different task has been performed by the team of the Nestle for understanding the
different information of the markets. The marketing team of the Nestle has launched their
own marketing strategies for enhancing their performance in the markets.
 Finance :- The finance function is an essential function in the business function. It is also
required in the the marketing. The marketing department prepares the company's budget
in order to carry out all the activities which are related with the promotion of products
and services. The marketing department of the Nestle company focuses on the market
research and the promotional activities. It is essential for the company to ask from the
marketing department to make the proper budget which can produces good output and as
well it must be reasonable as afford by the company(Amin, 2021).
 Market Planning :- In order to complete these tasks in a highly effective manner, the
marketing staff of the relevant organisation also plans. The plan that this department
develops is driven by the needs and preferences of the customer. It is only a coordinated
attempt to gather information on markets or users. This is advantageous since it enables
businesses to understand what customers need and want. Nestle employs focus groups,
feedback, and stock analysis to develop the value of its brand on the global market and to
track its evolution in response to consumer answers in the focus groups.
 Designing and evolution of product :- The team of marketing department of the Nestle
company create and acquire the product in accordance with the consumers needs and
requirements. Additionally, the team member of the marketing department collects the
information which supports for the development of a product done by the production
department. Additionally, the stores geographical location is also demonstrated by the
marketing department. Therefore, it is required to have na effective marketing department

in an organisation. As the business continuously strives to improve the quality of its
products and strives to offer a variety of flavours and products to encourage repeat
business. A high-quality product at an affordable price can help a business develop a
product for the global market.
 Promotional and adverting : The company promotes its products and services through
both traditional and unconventional channels. They offer services to customers through
both offline and online channels, and they communicate with them through product
feedback and reviews, among other forms of feedback.
 After sales services:- The marketing department personnel at the Nestle Company
perform post-sales services such as exchanging the items and services that customers
have taken up. As a result, it does not only enhanced the reputation of a company, but
also improves the client satisfaction levels. Nestle is a well-known brand that provides
services to countries all over the world. Not only do they provide services to countries all
over the world, but they also constantly improve the quality of their goods and other
services to keep the brand's value high.
 Supply chain management :- The Nestle company's marketing department is only the
responsible for maintaining the logistic. A marketing department considers the team
members who takes the proper decision in regards to render the finished goods to their
final customers. Along with this, the department of marketing of the nestle company
adopts both the online and offline methods to approach their consumers. The company
has also developed the physical stores in the form of warehouses in order to sale and
deliver the company's product directly from the warehouse(Gupta, Pranjal, Bera, and et.
al, 2020.) Additionally, they can assist the company in managing its rapid expansion.The
marketing manager of a nestle company can build a strong relationship with their
employees by organizing incentives and other activities that help them stay motivated and
connected to other managers.
P2 The interrelation of the marketing function to the wider organisational context.
The company determines the various department and their main & an essential
objective is to attain the objectives of an organisation. An aim of the marketing department is to
acquire the information which is in relation with the competition and also dispersed the

companies advantages in the consumers mind. In context with the organisation, it is essential for
the company to enhance the marketing department functioning. With the supports of team
members the marketing department can effectively examine the requirements of a consumer and
improves the sustainability of a company. Along with this, the competitive advantages is also
enjoyed by the company. In relation with the nestle company, the relation between marketing
function with the various department of a company is broadly discussed below:
 Marketing And Research :- The department of research and development in the
company is responsible for making the modification in the products and services in which
the company deals or can create they new products which can fulfil the clients
requirements and demands. In context with the Nestle company, the company's
department of marketing is an accountable for collecting the necessary information or
content from the market which is linked with the preferences of a customers and the
market trends. The marketing department gathers data that the R&D department uses to
improve the company's product. If the company observed that any product requires the
modification or there is a need to develop the new product than this will be decided by
the marketing department by examining the report which is collected. Therefore, if the
company requires to make the alteration in the company's product than this discussion
has been conduct with the marketing department. Thus, in this way the research and
development department is related with marketing department( THIS, 2020). Currently, a
company conducting research is attempting to comprehend customer preferences and
tastes by offering existing products to customers at no cost. An organization conducting
research attempted to analyse customer reviews posted on social media platforms like
Facebook, Twitter, and others.
 Marketing and Finance: The Company's finance department is considered as an
essentials department of the company as it deals with the activities which are related with
the finance such as investment activities, banking activities and capital activities. In
relation with nestle company the department of finance is used to make up the proper
budget of the marketing department and also it assists in providing the funds to the team
of marketing. So, the marketing team can begin their definite working of market research
and also forms the effective campaign for the development of a company.

 Marketing and Operations:- The company's production section is in charge of
transforming the raw materials into the completed products. In context with the nestle
company the department of marketing is directly linked with the production department.
The company's operational division must produce the goods in accordance with the
quality standards established by the marketing team. As a result, the company's
productivity and goals have been met in a very efficient way(Yaneva, 2020.).
 Marking and Human resource: The company's human resource department is
responsible for intake the persons in company in accordance with their qualification, skill
and knowledge. In regards with the Nestle company, the employees of the Human
Resource department is accountable for the salary of an employees of marketing
department. Additionally the human resource department also develops the training
programmes for the employees of the marketing team in order to make them more skilled
and trained employees and provide them more knowledge.
 Product development : Nestle is adding new flavours and tastes to its products after the
stage of research .Their sales of goods and services easily increase when new flavours
and tastes are added.
 Distribution : In relation to Nestle, management was required to establish incorrect
offline and online distribution channels. Maintaining a robust distribution channel makes
it much easier for customers to purchase the product they want quickly.
 Sales promotion : The management employed a number of promotional tactics to
increase the sale of their products and services, including the use of social media, digital
marketing, sales promotion, and others.
LO2. Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
The marketing mix is a tool of marketing which helps to promote the services and products in
order to sell them in the market. This tool helps to place the product at right place and then sell it
at the right time in fair prices. The marketing mix considers the 4P's and it is extended up to the
7P's.

Marketing mix used by NESTLE and KELLOG'S to gain the goals of the business
To achieve the success bin the business organisation the nestle company adopts the marketing
strategy(Marinchak, Forrest, and Hoanca, 2018). The marketing mix helps to generate the
product pricing and promotion for the respective organisation. The nestle company uses the
marketing mix which is clearly explained below:
 PRODUCT: The product mix defines the company's product.. The company's portfolio
considers around 2000 brands. The company provides the quality product in order to
meet the necessities of clients.
 PRICE: This component depicts the products price. As the nestle company provides the
wide range of products and there price of the product is determined by the market. The
price power of nestle is because of their consumption and packaging. In comparison with
Nescafe and Maggie they priced the high margins.
 PLACE: The place mix determines the place of product where it has to be sold. The
distribution channel of a company is also strong, in which they considers the
intermediaries in order to make the final goods reachable to the customers.
 PROMOTION: This component helps to attract the customer in order to sell the
product. The company follows up the two types of promotional techniques: consumer
promotion and trade promotion(Abdulloev, 2021).
 PHYSICAL EVIDENCE: This elements is required by the firm to implement the
business plans. In accordance with the physical evidence the business plan is formed.
 PROCESS: It refers to the delivering of a quality services. The mapping of process
assures about the perceived service which is depended on the targeted segment.
 PEOPLE: The people refers to the targeted audience for the product or services supplied
by the nestle company. The people plays an essential role in the organisation. Therefore,
7P's of marketing
mix
NESTLE KELLOGG'S
PRODUCT The nestle company produces the
wide range of products such as
cereals, baby foods, bottled water,
chocolate, confectionery items,
coffee, healthcare nutrition and many
The company produces the food
products such as cereals, frozen
waffles, chocos, toaster pastries,
cereal bars, nut feast and many

more more.
PRICE The company also produces the
competitive prices on the product
such as kitkat and munch.
After completing the market
research then only company
determine the product price. The
company produces the more
cereals therefore the price is
intended towards the utilisation
of competitive pricing.
PLACE The nestle company is operated from
the 187 countries.
Kellogg's is a global company so
it produces their product across
the world. The company has
their manufacturing plant in 18
countries and they supply their
product in approx 180 countries.
PROMOTION The nestle company has a strong
promotional mix as it always comes
up with the different and unique
promotional concepts.
The company takes the help of
media to promote their products.
They used to telecast on the
televisions in order to products
promotion.
PEOPLE The company focuses more on the
needs of the people in order to fix up
the commodities prices.
The company targeted people in
the market are teenagers, adults
and children's of age between 5
to 15 years. As this people used
to consume more product of
Kellogg.
PHYSICAL
EVIDENCE
The physical evidence also affects
the satisfaction of customers(Fu,
2021).
The physical evidence is part of
the goods and services which are
supplied in the market by the
company. The logo of the

company is also considered.
PROCESS This process done at the end when all
the information is collected then only
the nestle company undertakes the
process of goods and services in an
organisation.
The process of the goods and
services is depend on the
targeted segment. The company
owns a large factory that follows
up the systematic approach in all
the countries.
The marketing planning process: It requires the systematic approach to prepare the market plan.
The market plan is made to reach the consumers. The following points are required in order to
make the market plan:
 Analysis: It is the first stage which is performed by the marketers. It helps to analyse the
business environment of the industry.
 Planning: It determines as the blueprint which is made by the marketers in order to
execute the actions and process. In considers the decision such as budget, strategy and
many more.
 Implementation: This deals with the conversion of plans into reality. The marketing
process is performed in accordance with the planned strategy.
 Control: This is required to keep check on the activities which are performed by the
marketing.
 Marketing Strategies: This includes the strategy to opt in a view to execute the
marketing plan.
LO3 Produce a marketing plan for an organisation that meets marketing objectives
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
The marketing plan is a framework which includes the information, tactics and strategies related
with the marketing management. It also determines the data which promotes they scope of

consumer in an organisation. The marketing plan is made in order to compete with the targeted
market(Martynenko,2018).
Overview of Firm: The Nestle was established in 1905 by the merger of “Farine Lactee Henri
Nestle and the “Anglo Swiss milk” company. The headquarters of the company is located in the
Vevey, Vaud, switzerland. The company operates from 191 countries across the world and it is
the largest company which deals in the food and beverages.
Mission: The mission of the company is to spread the food power which helps to improve the
life quality of every existing and upcoming generation.
Vision: The company's vision is to be a leading and competitive company in order to deliver
the enhanced shareholder value being an employer, supplier and corporate citizen.
Marketing Objectives – The company's marketing objective is:
 To build and showcase the expertise in the health and wellness, nutrition.
 To provide the healthy and happy life to the consumer. Come up with an innovative ideas and the affordable products in order to meet the
consumer's demand.
STP Approach: This term refers to the segmentation, targeting and the positioning. This factor
support to maintain the customer for the business and also offers the path for the management in
order to execute the strategise in business. Thus, the Nestle adopts the STP which is explained
below:
 Segmentation – The marketing segmentation is the group of people who have commo0n
interest into a particular brand. The Nestle company's market is segmented into four
basis. It includes the demographic, geographic, psychographic and behavioural. The
demographic is depend on the age, gender, income and education. The culture and
countries are considered in the geographic factor whereas the attitude, knowledge and
needs are included in the psychographic factor.
 Targeting - This strategy refers to the target audience of the market. This supports in
maintaining the target market across the world. The nestle company adopts the
differentiated marketing strategy and the concentrated marketing strategy to target the
audience. The company's major targeted audience are kids, youth and matured individual.
 Positioning - It refers to the strategy which assists in rendering the brand and the
company's goodwill. To figure out the company's position, nestle adopts the various

tactics such as differentiation of products, channel differentiation, differentiation in
services and image and many more(Berman, and Thelen, 2018).
SWOT Analysis
STRENGTH WEAKNESSES
 It is the largest food company across
the world and it determines the market
capitalisation of $330+ Billion (July
2022).
 The company is the most renowned
brand as it has developed the reputed
beverages and food sector.
 The weaknesses of the company is
there increasing prices.
 The company follows the matrix
organisational structure due to which
they are not able to control and manage
the large number of brands.
OPPORTUNITY THREATS
 The nestle company has the opportunity
to boost up their e commerce sites. As
the company already possess the online
store in some countries, thus the
expansion of online store will be a
rewarding decision( Viviana and
Victor, 2022).
 In order to promote the brand the
company can collaborate with the new
start up and also have the opportunity
to start up a small food venture.
 The fluctuation in the prices of the big
retail firms can impact the profitability
and sales of nestle company.
 The rising competition is a biggest
threat for the company. The
competitive companies like Unilever
produces the same kinds of products
therefore, it is hard for the company to
compete in this situation as there is
easy availability of substitute product.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 20000 25000 10000 5000
Initial money 15000 10000 8000 5000

Total 35000 35000 18000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Controlling
The role of marketing manager at the nestle company is to maintain the employees and
supervise their working in accordance with the formed marketing plan. It is important to
maintain and control the benefits which are associated with the managers and the task which is
required to implement according to the activities. Thus, the role which are demonstrated
according to the budget are acceptable whereas the fluctuation occurs in accordance with budget
then it is avoidable.
LO4 Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief
The media plan refers to the process of identifying and selecting an effective platform of media
from the approachable options. The media plan helps in the business to communicate and to
create an effective image in front of the customers. The Nestle's media plan considers the various
factors like campaign types and rationale, consumers and the targeted market, media plan target
and also the effective message for the customer. This will help to develop facilities of online
store and many more. The media plan for the management is discussed below:
 Campaign type and rationale - The campaigns are formed in the business in order to
make the brand image of the diversed products. This component includes the promotion
of the commodities from the different sources of media. This campaign has the positive
impact on the business is to increase the sales and also the brand value of the products

available in the organisation. Through the campaigns the nestle company is able to form
the brand value at the international level and national level.
 Objectives - An objectives of the media plan is to implement the planned campaign
effectively in order to promote the rise in brand image of the nestle company. As a
positive result, the company has maximises the 35% sales at international level as well as
national level(Ebrahimi and Banaeifard, 2018.).
 Target Audience - This component is linked with the consumer and the market place.
The targeted consumer of the nestle company use the various products like chocolates,
beverages, foods and many more. The Nestle company's management focuses on the
targeted audience of the market including the multinational markets consumer also.
 Medium of Marketing Campaign - The business is going to perform the marketing
campaign through the medium of social or print media. The social media considers the
social platforms such as Instagram, twitter, Facebook and many other platforms. In a
view to build the effective brand value and to set in the consumers mind, the management
use such platforms.
 Content -The Nestle company creates the advertisement in order to outspread the brand
value of a company. This relates with the various factors such as mission, vision, and an
effective message which influence the consumer and grab their attention. The
advertisement does not only supports in the brand value of a business but also assists in
influencing the customers as to attract them towards the company's product.
 Recommendation - In relation with Nestle, it is recommended that the company should
considers all the external and internal factor effectively in order to form the efficient
media plan. The management of the company must scan the environment which helps in
draw in the attention of higher consumer's in order to implement the campaign in a
definite manner.
 Media Budget - The management's media plan should include a budget for expenses that
help the company not only showcase its campaigns effectively but also put them into
action(Levytskyi, 2020.).
Particulars Amount
Equipment 160000

Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
The Media Plan Of Nestle
 Organisational Objectives: The media strategy aims to successfully carry out the
planned campaign in order to promote the company's growing brand image. Positively,
the company has increased its 35 percent sales both nationally and internationally.
 Marketing Objectives: The market and the customer are connected to this component.
The Nestle company's intended customers use a wide range of products, including
chocolates, beverages, foods, and many more. The management of Nestle places an
emphasis on the intended market segment, which includes consumers of multinational
markets as well.
 Digital Platforms: The marketing campaign will be carried out by the company through
print or social media. The term "social media" refers to a variety of social media
platforms, including Instagram, Twitter, Facebook, and others. The management makes
use of such platforms in order to establish themselves in the minds of customers and
increase the effective brand value.
 Integrated Media and its benefits the Nestle obtain: The company strives to provide
customers with nutritious, safe, and high-quality foods. By marketing and selling foods of
consistently high quality, Nestle aims to meet the diverse needs of customers at all times.
In nutrition, health, and wellness, Nestle has emerged as a global leader. Geographically
dispersed urban and suburban areas constitute the target market.
 Approaches to reach to targeted Customers: Nestle marketing strategies can instruct
them on how to develop and implement effective marketing strategies that generate a
significant response from customers. In order to approach its target audience, the
company collaborates with well-known individuals and launches a marketing campaign
designed to entice new customers. Buyers are given free samples and asked to provide
feedback.

 Budgets for Media : A budget for expenses that help the company not only effectively
showcase its campaigns but also put them into action should be included in the
management's media plan.
Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
 CONCLUSION
It has been concluded from the above report, that the marketing term is a broad concept
which carries out the various operations and activities. And on the other side, the division of
business gets affected because of the functioning of marketing in indirect manner and as well as
in direction. The department of the marketing performs the activities together with the business
units which has effective assistance in the management to attain the objectives. Also, the
marketing department provides the pre-determined course way to the management in order to
efficiently satisfy the target of management.

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