Marketing Processes and Planning

This presentation discusses the key roles and responsibilities of marketing function, comparison of ways in which organizations apply marketing mix to achieve business objectives, and a comprehensive media plan for Tesco's Cottage Pie. It also provides insights on digital, offline, and social media channels for communication.

MARKETING
PROCESSES AND
PLANNING

TABLE OF CONTENTS
 TABLE OF CONTENTS
 INTRODUCTION
 KEY ROLES AND RESPONSIBILITY OF MARKETING FUNCTION
 EXPLAINING ROLES AND RESPONSIBILITIES OF MARKETING FOR WIDER
ORGANIZATIONAL CONTEXT
 COMPARISON OF WAYS IN WHICH ORGANIZATIONS APPLY MARKETING MIX
TO ACHIEVE BUSINESS OBJECTIVES
 MARKETING PLAN
 COMPREHENSIVE MEDIA PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 These practices include the advertising, selling and
delivering products for the consumers or business products
for the consumers to business.
 This is considered to be the effective for the affiliating on the
behalf of the company.
 Two chosen organization in this project is Tesco and Marks
& Spencer. In this project the role of marketing is
interrelated to the other business units for an organization.
 In this project the comparison of the ways in which two
different organization utilize their marketing mix will be
done.

KEY ROLES AND RESPONSIBILITY
OF MARKETING FUNCTION
 Marketing refers to the activities of the company which is undertaken for
the promotion of the buying and selling of products and services.
Use of category sales :
 Marketing for retailers helps in the categorization of the type of product
that are offered in retail customers. These products are that are sold in the
grocery stores are defined as the categories of food, beverage, laundry,
snacks and others.
Cross-selling and Up-selling :
 Tesco uses marketing as a strategy to cross-sell and up-sell products and
merchandise to increase the overall expenditure.

CONTINUE..
 The interrelationships of marketing function with other organizational
functions can be explained as the marketing function which are part of
business.
 This is the departments functional units which are connected to each other.
 Marketing helps the business to attract the customers which is helpful for
the development of the interest in their products.
 This is considered to be essential for selling products and services which
meets the wants and needs of the customers.
 The synergy and close communication between these functions help
business like Tesco to achieve its targets and goals.

CONTINUE..
 Role of marketing with production, sales, HR, Finance and Research and
development is important to be considered for focusing on the efficiency in the
management operations.
Defining and managing your brand :
 This is also considered to be the factor which is helpful for the definition of the
stand for which helps the business in acting as it turns and defines the experience
of the want of the customers and partners.
 To have the interaction with the company acts which is helpful for defining the
experience that the customers and partners have when they are able to interact.

CONTINUE..
 The marketing of an organization has a very dynamic
role in the marketing environment.
 Marketing impacts the marketing environment as its
modification is considered to bring changes in the
marketing environment that brings threats and
opportunities for the organization.
 This is hence helpful for identification of the needs of
the customers.
 Marketing allows the business to communicate with
the business however, it can be very expensive in
nature.

COMPARISON OF WAYS IN WHICH
ORGANIZATIONS APPLY MARKETING MIX TO
ACHIEVE BUSINESS OBJECTIVES
 Marketing mix is helpful for understanding what the products and services can offer to the
customers and help in planning a successful product which are offered.
 It is helpful for the business in making useful strategies and avoid unnecessary costs.
 The comparison of the marketing mix of Tesco and Marks & Spencer the fashion line
products is as follows,
Product :
 Tesco for its fashion products has been known as wide range of variety in the fashion
products.
 Mark & Spencer as an organization has the major operations of fashion products hence, the
products of this organization are more versatile and according to the trends of the society.

CONTINUE..
 Products quality can be improved by Tesco to offer the products
that fulfils the demand of the existing consumers.
 Price of this organization has been considered to be the factor
which is helpful for the business.
 Place of this organization has been considered to be the factor
which is helpful for the business to influence the business
effectiveness.
 Promotion can be improved with the help of digital marketing
practices.
 The focus of Tesco for their marketing mix needs to be on gaining
differentiation in their products, prices, place and promotions.

CONTINUE..
 For the achievement of the business objectives Tesco need to effectively use its
marketing mix.
 The holistic marketing strategy is considered to be the one which can be effectively
used by Tesco to achieve the results that is considered to be the key practice to improve
the marketing mix elements.
 The key elements is considered to be the involvement in the marketing of the good or
service that can be interacted significantly with each.
 This is the factor that will be allowing Tesco to achieve the organizational goals and
objectives.

MARKETING PLAN
Overview
 The strategic marketing plan of Tesco will be made for Cottage Pie which is one of
the luxury food products of this organization.
 The aim of this marketing plan is influence the market to purchase this product.
 Reaching the customers with the marketing practices for achieving the growth that
is required.
 Tesco has been known for its food products and has been very successful in its
implications.
Mission
 To capture the market of Cottage Pie with influencing the customers by marketing
practices.

CONTINUE..
SWOT Analysis :
 Strengths- The cost-effectiveness of this organization due to the large scale of
production is the biggest strength it has that allows its to keep its price low and
competitive.
 Weaknesses- Major weakness of this organization is that it fails to achieve the quality
in its products due to its dependency on the suppliers.
 Opportunities- Utilization of digital marketing practices is an opportunity that this
organization is yet to explore.
 Threats- Increase in the competition in the market in the food sector is a big threat to
this organization's success.

CONTINUE..
5C ANALYSIS
 Company-Marketing of this organization will be starting from the company as the main
aim is to develop the brand image.
 Customers-The customers of this product are daily customers to the supermarkets of
this retailers also known as shoppers.
 Competitors-There are many competitors of this organization in the market which
includes, Sainsbury, M&S and Walmart.
 Collaborators-The suppliers of this organization are the main collaborators that will
help this company achieve the goals.
 Climate-The climate of UK supports this product and specially during the winters this
is going to be the favorite of the customers.

TABLE OF CONTENTS
 COMPETITORS ANALYSIS
 Budget
Marketing M&S Sainsbury
Product Known for its fashion products more than
the food products.
Good quality product but not as effective as
Tesco
Place Both online and offline platforms of retail. Mostly dependent on the supermarket stores.
Price High price, High value Low price and medium value.
Promotion Utilizes social media, SEO and other digital
marketing tools.
Focuses on traditional methods of
marketing.
Marketing expenses Amount
Market research 4000
Search Engine Optimization 8000
Social Media marketing 6000
Video Advertising 20000
Total 38000

COMPREHENSIVE MEDIA PLAN
 MEDIA BUDGET
STRATEGIC GOALS
 To influence the customers towards the brand image of the organization with the
help of providing quality to the customers.
Media Tools Amount
Acquisition marketing media spend 5000
Creative & Studio spend 6000
Content Marketing & SEO activities 4000
PR & Marketing Events 6000
Research, Insights & Tools investment 7000
Marketing team/staff costs 10000
Total Cost 38000

TIMELINE
Media
Activities
Jan Feb Mar April May June July Aug Sep Oct Nov Dec
Campaign
Goals and
Tracking
Customer
Insights and
Target
Audience
Plan - Offer,
Content and
Messaging
Media plan
creation
Interaction and
participation
Converting-
retargeting
optimizing
Engaging
Review of
media
effectiveness

ESTABLISHING MESSAGING AND
CREATIVE ASSETS
 The utilization of an effective USP and other creative
assets can help the media plan to impact the audience.
 This is going to be the factor that would influence the
product into a market positioning.
Recommendations
 In order to achieve the success with the marketing
utilization of media can be considered to be the most
effective form of social media strategy that is vital
maintaining the customers and rewarding their
outcomes.

DIGITAL, OFFLINE AND SOCIAL MEDIA
CHANNELS FOR COMMUNICATION
 Following are the proper communication channels that are
effective for the communication in the marketing of Tesco,
 Inbound marketing :This is the channel which is very effective
in development of the awareness, generating leads and
converting the leads into the paying customers.
 PPC Advertising :PPC can be more effective with the help of
Google Ads, Facebook and other forms of social media
platforms which makes sure that someone for doing designed
campaign.
 Videos :Videos are known as one of the most effective media
channel that can help with the marketing of food product.

QUANTITATIVE AND QUALITATIVE
JUSTIFICATION OF MULTI-MEDIA PLAN
 The timeline that has been created helps in
explaining that the media plan will be successful
due to the effective strategies that are involved for
supporting its success.
 The goals that are created for the media plan are
produced keeping in mind the key strategies that
need the organization to influence the use of
specific resources.
 In this budget the focus has been on the resources
of the organization which will be providing the
quality and success to the media plan.

CONCLUSION
 From this project it can be concluded that Tesco has been
very competitive in its market of both food and non-food
products.
 This project has been able to explain the role of
marketing and its interrelation with other business units.
 In this project the comparison of ways of the
organization that can use elements of marketing mix to
achieve overall business objectives has been made.
 This project has been successful in the development of
both marketing and media plan that help Tesco to
improve the sales of its Cottage Pie.

TABLE OF CONTENTS
REFERENCES
Books and Journals
 Al Badi, K.S., 2018. The impact of marketing mix on the competitive advantage of the SME
sector in the Al Buraimi Governorate in Oman. SAGE Open. 8(3). p.2158244018800838.
 Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing. 94(2). pp.113-135.
 Brioso, J. and Borbon, N.M., 2022. Digital marketing among DOT accredited hotels in
Camarines Sur: Basis for marketing plan. International Journal of Research. 10(2). pp.63-77.
 Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal of
Information Management. 53. p.102103.