Marketing Processes and Planning - Desklib

This article discusses the roles and responsibilities of marketing, comparison of marketing mix, marketing plan and media plan for Tesco and Marks & Spencer. It includes an introduction to marketing, explanation of marketing roles, comparison of marketing mix, and a marketing plan for Cottage Pie. The subject is Marketing and the course code is not mentioned. The article is relevant for students studying marketing in any college or university.

Marketing Processes and
Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
Explaining roles and responsibilities of marketing for wider organizational context.................3
Key roles and responsibility of marketing function....................................................................4
LO2..................................................................................................................................................5
Comparison of ways in which organizations apply marketing mix to achieve business
objectives.....................................................................................................................................5
LO3..................................................................................................................................................7
Marketing plan.............................................................................................................................7
LO4................................................................................................................................................11
Comprehensive media plan........................................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to the activities of the company which is undertaken for the promotion
of the buying and selling of products and services. 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. This project will be providing the marketing plan for the organization to meet the
marketing objectives. This project will also develop a marketing plan for supporting a marketing
campaign for an organization.
MAIN BODY
LO1
Explaining roles and responsibilities of marketing for wider organizational context
Marketing refers to the activities of the company which is undertaken for the promotion of
the buying and selling of products and services.
In Tesco the roles and responsibilities of the marketing are as follows,
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 (Huang and Rust, 2021).
Impact of shopper Navigation :
With the help of marketing practices the supermarkets are able to guide the customers
towards the products. This is helpful for the retailers like Tesco to influences the customers
towards buying the products that they want.
Focus on customers relationship management :
The CRM is the factor which is considered to be the one that has been influenced with
the development of data bases that helps the target customers based on their product preferences,
expenditure and more.
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.
Key roles and responsibility of marketing function
Role of marketing with production, sales, HR, Finance and Research and development
important to be considered for focusing on the efficiency in the management operations.
Following are the roles and responsibilities of the marketing function in the organization,
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 of the company acts which is helpful for defining
the experience that the customers and partners have when they are able to interact.

Marketing :
The marketing being proactive is considered to be effective for the identification of the
products and services for focusing on the course of the sales cycle and the products materials and
communication t the market (Tien, Phu and Chi, 2019).
Production:
The role of marketing department is considered to be the focus of creating materials
which are described as the promotion of the core products and services which are needed to be
kept up-to-date for the products and services that are involved in the organization.
Sales through social media :
The sales through social media of the organization can considered to be the key towards
the growth of the organization and maintaining of social media pages. With the help of
marketing the management of the accounts has been considered to be carefully that is being
posted.
Human Resource communication :
The employees of the organization need to understand the company values, goals and its
priorities for making the business responsible for the employee communication through a
newsletter for intranet.
Research and Development :
Research is helpful for the definition of target market and opportunities that helps in
understanding the products and services that are perceived.
The marketing of an organization has a very dynamic role in the marketing environment
(Rangaswamy and et.al., 2020). 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. Development of a cost benefit marketing campaign is very difficult. The
success of the marketing campaign is always at risk if not carefully researched.

LO2
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 are 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.
The scale of operations for Tesco is much higher than that of the Marks & Spencers therefore the
customers which visit the supermarket in Tesco are more likely to get more options in terms of
fashion products. M&S on the other hand is known for its quality and style which makes it the
favourite of the customers in UK comparatively (Lim, 2021). Both these organizations use their
products for the marketing by showing of their quality and value to money.
Price :
In the UK market of fashion both these organizations show tough competition to each
other and other competitors. Tesco's strategy has always been to be more cost effective as a
retailer. This has allowed this organization to keep its products prices the lowest in the market.
This gives Tesco a competitive advantage over the other companies in which it is able to attract
the customers with low income and provide them fashion products with cheaper rates. However,
M&S on the other hand has higher prices to their fashion products but the quality of their
products is also better to meet their prices. There are customers which believe that the products
of M&S have the value to their price.
Place :
Tesco being the 3rd largest retailer in UK has lots of supermarkets and with large number
of products. This company has made sure that it is able to reach the customers very effectively
through the number of retail stores and supermarkets of different size. This also allows the
company to strategical position the fashion products according the places and culture. Mark &
Spencer in comparison to Tesco simply does not have the same reach. This shows the
effectiveness of the place used as marketing practices (Blut, Teller and Floh, 2018). M&S has

been very successful in adapting to the online forms of marketing which influences the growth of
the organization. Tesco also has online platforms for the customers to use for but comparatively
M&S is able to gain the competitive advantage in the online operations.
Promotions :
The focus of Tesco in the promotions is considered to be very effective for developing
marketing practices. However, it has been noticed that being a large organization Tesco has
adopted to a more traditional ways for attracting the customers. These methods include
advertising through television ads, newspapers, magazines and billboards. This company has also
used social media in some context for their marketing. On the other hand M&S has been very
successful with its promotions on the digital platforms.
People :
For the marketing of M&S the customers are going to be individuals that live in the
locality. They are also considered to be the ones that would visit the organization for purchasing
products.
Process :
The process of M&S is also related to the ways in which it is going to be able utilize
digital marketing practices for the promotions of their products and services. With the help of
SEO and social media marketing the company has been able to develop strategic growth.
Physical evidence :
This organization having large supermarkets are also said to be the ones that are able to
develop the understanding of how the operations of the business work. For the purpose of
marketing the image of the organization is said to be very effective.
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.
 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 (Al Badi, 2018).
 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. This is the factor that will be allowing Tesco to achieve
the organizational goals and objectives.
LO3
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.
Corporate strategy :
The implementation of an integrated campaign of marketing is going to help the
organization in accessing the content, programs and tactics for the publications of the marketing
calendar. The focus of this business is to create a marketing plan for guiding the use of company
resources to be effective in the marketing practices (Han and et.al., 2019).
SMART Objectives :
Specific : To capture the majority of the market share of Cottage Pie in the food sector of UK.
Measurable : To increase the sales of the Cottage Pie by 20%.
Achievable : To gain positive feedbacks from the customers which consume Cottage pie.
Realistic : To maintain the consistency of quality and sales of this product.
Timely : To achieve the goals of the Tesco for Cottage Pie in a year.
The main objective of the organization is to develop the market share of cottage pie
in the food sector of UK by 50% with the help of marketing practices. This is going to help

the company be able to gain the competitive advantages that is essential for the
development of the business.
Market research :
This product is one of the traditional products of UK and has been known for being a
very loved by the people of UK. This is one of the key essential of their daily diet. Hence, the
aim of Tesco is to provide ready-made Cottage Pie that can be consumed with after being heated
moderately.
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 (Sahir and Rosmawati,
2020).
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.
PESTLE Analysis :
Political-
The influence of the government rules and regulations related to the packed food can
affect the product of Cottage pie in the market.
Economic-
The economic stability of UK influences the inflation, employability and other factors
that can influence operations of the organization.
Social-
The social trends towards the Cottage pie can influence the increase of sale and also
affect the marketing of this product (Brioso and Borbon, 2022).

Technological-
With the help of new technology this organization can use new ways of introducing
technology in the organization.
Legal-
Changes in the laws can impact the growth of the business which influences the business
to strategies to achieve the results.
Environmental-
The environmental affects of this dish can influence the marketing and boost or destroy
its significance.
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 favourite of the customers.
Competitor Analysis :
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 Mostly dependent on the

platforms of retail. 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.
New product value Proposition :
This products have the features as a type of savory pie. This is made up of Minced meat
hence has high protein content. In this, meat is mashed or has sliced potato on top (Mum’s
Traditional Cottage Pie, 2022).
Marketing strategies to extended marketing mix :
This marketing campaign will be using the Holistic marketing strategy for influencing its
marketing mix.
Budget :
Total Sales 50000
Marketing expenses -
Market research 4000
Search Engine Optimization 8000
Social Media marketing 6000
Video Advertising 20000
Total Expenses 38000
Profit 12000
Tactical Actions:
With the help of offering discounts on the products also the organization can influence
the marketing and impact its promotions.
ROMI :

The return of the marketing investment that will be made by this organization will be in
the form of increased sales in the organization. Hence, the amount of spendings needs to be
divided by the marketing risk that is invested or risked.
CLV :
The efficiency of the marketing plan can be measured with the help of customer lifetime
value. This is total worth of business of a customers over the whole period of their relationship.
LO4
Comprehensive media plan
Strategic Goals :
To influence the customers towards the brand image of the organization with the help of
providing quality to the customers. Focusing on the ways of communicating with the customers
that will require points of differentiations (Moreno and et.al., 2021). Providing the customer's
knowledge about the quality of the product. Creative posts, videos and images will help in
driving traffic to the product's e-commerce site.
MEDIA BUDGET
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
Activiti
es
Jan Feb Mar April May June July Aug Sep Oct Nov Dec

Campai
gn
Goals
and
Trackin
g
Custom
er
Insights
and
Target
Audienc
e
Plan -
Offer,
Content
and
Messagi
ng
Media
plan
creation
Interacti
on and
participa
tion
Converti
ng-
retargeti
ng

optimizi
ng
Engagin
g
Review
of
media
effective
ness
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.
 Being able to develop specific goals for the media plan is going to be very
effective to influence the audience and achieve the desired goals.
 For the effective results in the marketing understanding the target audience to use
the media tools most effectively. Social media which one of the most common
tool of the media plan are needed to be used very wisely in order to influence the
target demographics.
 Using the best social media for the effective marketing can actually influence the
demographics of the organization (Li, Larimo and Leonidou, 2021). For this
product utilization of Instagram and YouTube will be very effective. Social media
platforms like Link-din will not be as effective for food products.
 Utilizing social media effectively by recognizing the trends and audience can also
help the media plan with better results. Creativity is going to be very important
tool of marketing for Tesco.

 Strategical collaboration of the marketing media functions with the other
departments will help the company to effectively increase the marketing of the
products that are needed.
 For this organization the development of supply chain practices would also be the
key towards the ways in which they can increase their brand awareness. It is also
said to be the key practices that helps the business in the generation of the
practices that helps the business gather.
 It helps the business gain the competitive advantages that can help the
organization to be able to gather the growth of the organization.
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. Platforms such as Instagram and YouTube can be used for increasing
its awareness (Chatterjee and Kar, 2020).
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
(How to Plan a Media Budget, 2021). They will use the media channels and tools efficiently to
promote the Cottage pie.

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.

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).
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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.
Han, Y., and et.al., 2019. Robust consensus models based on minimum cost with an application
to marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4). pp.5655-5668.
Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing.
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Marketing Science. 49(1). pp.51-70.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Moreno, M.A., and et.al., 2021. Effect of a Family Media Use Plan on Media Rule Engagement
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358.
Rangaswamy, A., and et.al., 2020. The role of marketing in digital business platforms. Journal
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Sahir, S.H. and Rosmawati, R., 2020. Improve Marketing Mix for Marketing Plan Strategic in
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Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international
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Online
How to Plan a Media Budget, 2021[Online]. Available through:
<https://www.bionic-ads.com/2018/03/how-to-plan-a-media-budget/>
Mum’s Traditional Cottage Pie, 2022[Online]. Available through:
<https://www.dontgobaconmyheart.co.uk/traditional-cottage-pie/>