Marketing Processes and Planning - Desklib

This report discusses marketing processes and planning with a comparison of marketing mix between Best One and Tesco. It also includes a marketing plan to launch a healthy and organic food product line and a media plan to promote it. The report is relevant for students studying marketing and business courses. Course code and college/university are not mentioned.

Marketing Processes
and Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 2............................................................................................................................................3
P3. Compare the ways in which two brands apply marketing mix.............................................3
TASK 3............................................................................................................................................6
P4. Create a marketing plan to meet its objectives......................................................................6
TASK 4............................................................................................................................................7
P5. Create a media plan that includes rationale and recommendations for the selected media
activities.......................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERNCES:................................................................................................................................10
Books and Journals:...................................................................................................................10

INTRODUCTION
Marketing is a fundamental function of an organisation which aims to promote the
buying and selling of a good or service. It embraces activities such as advertising, selling,
distributing and exchanging offering that delivers value for clients, customers, business partners
and communities (Agyapong, Essuman and Afia Kesewa Yeboah, 2021). The report is based on
the Best One Company that is a small supermarket chain, London, UK. It is a type of retail
franchise which has allocated their operations with 600 shops across Europe. In this supermarket,
most of the stores are owned on the franchise basis and stock is sourced through Bestway Cash
and Carry. It facilitates customers with upmarket offerings. The report is based on the
comparison of marketing mix with luxurious product line. The marketing plan is being prepared
in order to accomplish marketing objectives. Lastly, it will also create a media plan that meets
budgetary requirements and aims of marketing campaign.
TASK 1
Covered in PPT
TASK 2
P3. Compare the ways in which two brands apply marketing mix.
Marketing mix involves all the elements which are important for the marketing decision
making. It supports in creating policies and plans related with product, promotion, price and
many more. The marketing mix supports in satisfying the customer, positioning the brand as well
as adding value in the goods and services (Koba, 2020). It assures that organisations use concept
of marketing in a right way and make decisions for the right category. Marketing mix consist
with 7Ps that are price, product, place, promotion, people, physical evidence and process. In case
of Best One, the marketing mix is company with a luxury brand named “Tesco”:
Basis Best One Tesco
Product It is the most significant
element in the marketing mix
which facilitates an
organisation a great market.
Product must be relevant
It is a large supermarket chain
in UK which involves large
number of products in its
business such as clothing,
healthcare, books, banking

valuable in terms of
satisfying the requirements of
customers. Best One
organisation includes
varieties of products such as
personal care, food products,
beauty products, stationery
toy and many more. From the
past few years, the company
achieves a significant brand
position in Netherlands and
UK market. It proves the
organisation has potential to
gain customer attraction as
any other luxurious brand can
have.
service, telecom services,
food products, internet
services and many more. It
facilitates customer with
more choices and quality
products. As it is a big
supermarket chain in UK it
has more product categories
than the best one.
Price Price is the most relevant
factor in order to make
decisions that whether a
customer will purchase a
product or not. The chosen
organisation has relatively
high prices in comparison
with luxury store.
This organisation is highly
known for its affordable
pricing policies which attracts
sales. The pricing strategy
highly depends on the market
segmentation as well as
locality (Mackreth and Bond,
2021).
Place It is considered with place of
distribution. The supermarket
creates a significant presence
both online and offline
platforms. It has countless
stores throughout the UK in
which they facilitate in-house
It creates a multinational
presence. It also has online
and offline platforms in
which they used separate
distribution houses and
logistics that satisfy the
demands for product. Hence,

pickup facilities. it delivers a tough
competition to other
supermarket such as Best
One.
Promotion It includes different
promotional tools and
techniques that attract
customers. It uses social
media, word to mouth as well
banners to increase customer
engagement.
It focuses on digital outlook,
marketing campaign, online
promotion through which
they offer discounts, schemes
and offers (Razak, Sarpan and
Ramlan, 2018).
People People are the most needed
assets of an organisation
which helps to carry out the
functions of marketing. The
staff members and managers
of Best One supermarket are
highly professional which
come up with new and
innovative ideas for the
business.
It also has great customer
team, employees, marketing
and sales team across all the
business. These are the main
people which leads success to
the company.
Process It involves product portfolio,
market research, market
segmentation and target
market. This company adopts
best strategies to attract a
consumer through customer
oriented approach which
facilitates convenience.
It also prefers to attract
customer with the help of
upgraded technologies. It
adopts various new methods
such as taking customer
feedbacks, ease of delivery,
payments and many more.
Physical evidence This element denotes an
evidence of organisations
Tesco has a great market
reputation and multinational

validate purchase. It could be
brand tag, vouchers or bill
which represents a proof over
purchase. This company
facilitates customer with
receipts of their transactions
to ensure that the take
appropriate products from the
store.
presence which already
enough for consumers. Still
the organisations guarantee to
facilitate bill of every
transaction as well as brand
tag (Ritter and Lettl, 2018).
\ From the above comparison of two organisations, it has been observed that Best One
Company requires to adopt more effective strategies to meet the requirements of customers and
to facilitate tough competition to other companies. On the other side, Tesco is already created a
great presence in the minds of customer. Therefore, Best One requires to conduct market
research properly to interact with their customers more in order to identify their requirements,
use properly social media marketing and many more.
TASK 3
P4. Create a marketing plan to meet its objectives.
Mission: To become a market leader in the country which offers range of products and create a
sustainable image.
Vision: The vision is to create an attractive brand image as well as work for the society welfare.
Objective: The objective of company is to launch healthy and organic food product line in the
business.
Situation analysis:
Pestle analysis:
 Political: It includes rules and regulations regarding trade barriers. The chosen company
has various restrictions over import and export in the country due to Brexit.
 Economical: The supermarket industry is highly known for contributing in creating job
opportunities and economic welfare. The selected organisation requires to adopt effective
strategies for the economic development and better growth of organisation as well.

 Social: It includes satisfying social needs by following customers’ tastes and preferences.
In case of Best One, it requires to focus on deliver varieties of products with new
innovations and choices.
 Technological: The company requires to include this factor in terms eliminate the
negative effect of uncertainties in the market.
SMART objectives:
 Specific: The company wants to diversify goods and services in a new healthy and
organic food product line.
 Measurable: It would be measured in terms of profits. The company aims to attain by
15%
 Attainable: It has increased customer engagement as well as good reputation.
 Relevant: The healthy food product line is essential to satisfy the demands (Sibinovski,
Tripunoska and Tripunoski, 2021).
 Time bound: It will be completed within one year.
STP:
 Segmentation: The organisation targets the age group of 12 and high income class people
who could be interested in the products.
 Targeting: The chosen organisation required to maintain their most potential consumers
and make foods as per their demands.
 Positioning: The respective company requires to create a luxury brand image that serves
high quality goods and services, while making effective strategies for customer
relationship and promotion.
TASK 4
P5. Create a media plan that includes rationale and recommendations for the selected media
activities.
With a context to Best One, the following is media plan:
Campaign
and
rationale
Objecti
ves
Target
audience
Medium Conten
t
Run
time
Evaluati
on
Estima
ted
cost
Social The All the The The It will The It will

media
platforms
Twitter,
Instagram
and TV
advertisem
ents.
main
purpose
behind
this
campai
gn is to
create
awaren
ess
among
people
about
organic
and
healthy
food
product
which
delivers
a great
taste in
the
mind.
age group
of 12 and
middle as
well as
high class
income
segmentat
ion.
campaign
will
launch
through
social
media
marketin
g as well
as TV
commerci
als.
messag
e is
based
on
health
concern
s and
enables
a great
experie
nce of
organic
product
s with
great
taste.
run in
the
middle
of
Novemb
er and
ends at
the last
month of
the year
(Deepak
and
Jeyakum
ar,
2019).
customer
engagem
ent, such
as views,
likes and
comment
s will be
managed
by
Google
analytics.
take
upto
$12000
CONCLUSION
It is concluded that marketing is a fundamental function which leads to company in
accomplishing its marketing objectives. It involves several decisions regarding price, product,
promotion, place and many more. The comparison of marketing mix between two companies
will also help to analyse the effectiveness of brand. Moreover, there is an effective marketing
plan that facilitates external research and target markets.

REFERNCES:
Books and Journals:
Agyapong, A., Essuman, D. and Afia Kesewa Yeboah, L., 2021. Performance implications of
strategic planning and marketing capability in micro and small businesses in an
emerging African economy: a contingent resource-based view. Journal of Small
Business & Entrepreneurship, 33(1), pp.29-48.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Koba, Y., 2020. Internet Marketing Communication in Event Tourism Promotion. In The
Emerald Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited.
Mackreth, K. and Bond, A. J., 2021. Changing the sport product: marketing implications for
championship rugby league clubs in the United Kingdom. Managing Sport and
Leisure, 26(6), pp.559-574.
Razak, A., Sarpan, S. and Ramlan, R., 2018. Effect of leadership style, motivation and work
discipline on employee performance in PT. ABC Makassar. International Review of
Management and Marketing, 8(6), p.67.
Ritter, T. and Lettl, C., 2018. The wider implications of business-model research. Long range
planning, 51(1), pp.1-8.
Sibinovski, B., Tripunoska, M. and Tripunoski, M., 2021. Marketing Communications in the
Environment and Awareness of Sustainable Development. Nauchni trudove, (1),
pp.233-243.
Sowter, C., 2018. Marketing high technology services. Routledge.