Marketing Processes and Planning for Eco-Food Brand

This report discusses the marketing processes and planning for Eco-Food Brand, a luxury food products company based in London. It includes benchmarking analysis, marketing mix of two companies, recommendations, presenting marketing plan, budget, and monitoring and evaluation.

2: MARKETING PROCESSES AND
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Part 2 benchmarking analysis......................................................................................................4
Marketing mix of two companies................................................................................................5
RECOMANDATION..................................................................................................................7
P4, M4& D3 Presenting Marketing Plan.....................................................................................7
P5 Describing media plan..........................................................................................................10
M5..............................................................................................................................................12
D4..............................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION

Marketing Plan is defining as document that is consist of marketing outlets that helps the
organization to accomplish the goals in limited frame of time. Along with this, this plan helps the
organization to promote new product line in the market (Akbar, French and Lawson, 2019).
However, it is very essential for companies as it allows to analyse the threat of external
and internal environment. As well as make action plan in order to cop up with the
competitors and threats. The Present report is based Eco- Food Brand the company headquarter
is situated at London, UK. The organization provide luxury food products. On the other
hand, study will discuss on media plan so that it can effectively promote their products.
Lastly, it will analyses marketing mix and the way it helps in achieving the
business objectives. In addition to this, it will evaluate the tactical approaches and
strategies that will help business to grow.
MAIN BODY
Part 2 benchmarking analysis
The organization Morrison leading the super market of food product in the country. In
order to grow the organization is willing to lunch new food product in the market. The aim of the
organization is to deliver wide range of the product to the regular customer. Along with aim to
attract the new customer for increasing the sales of the business as well as willing to create
unique image in the minds of the customers to expand the business (Foster, A., Evans, J. and
Maidment, G.G., 2018). The organization delivers luxury as well as premium food quality to the
customers. In decision-making process, the manager of the organization decides to conduct the
benchmarking analysis in order to identify the required changes to improve the performance of
the company.
Basically benchmarking is the process of determining the performance of the
organization in order to increase the scale of the growth. Along with this the manager of the
organization determine the best standard of the company can deliver to the customer in order to
satisfy their necessities. With the assistance of the analysis the organization identify the area of
improvement. As per the benchmarking analysis the organization delivering the best services in

the market of United Kingdom. The firm is providing high competitive product to the wide range
of the people Catal, et.al 2019.
After analysation of the company's benchmark the manger identifies that the
organization is serving the best quality product in the marketplace. It has potential to create more
opportunities in forthcoming. It will be acknowledged that the leading company providing high
values to the customers as compared to other brands like Tesco and Sainsbury. The company
expended the market rapidly and give Tough competition to other brands of food commodity or
the food lines. The organization is leading the largest chain in the market of UK (Tomczak,
Reinecke, and Kuss, 2018). Except petroleum installation the Morrison do not provide loyalty
pre-programs to its customers which can be the biggest drawback for the organization. Along
with this the institution do not deliver online as well as homer services for the comfort off the
consumers or the buyers. It acquires the highest position in the highest food production company.
The organization delivers very poor technical services in the modern era. The manager of
the company determine that the organization need to adopt various tools and techniques or plans
of action in order to survive in the market. The cost of the product is quite expensive and cost
effective. The workers who are working with in the firm is capable of maintaining the
relationship with buyers of commodity
Marketing mix of two companies
There are the various marketing mixes strategy the organization utilized in order to expend
the business in domestic as well as international marketplace. In general, with the assistance of
marketing mix the organization develop effective marketing plan as it contains various elements
of the organization. The two famous UK based organization which is leading the market of UK
since many years are Levis and Nike. Both the organization is delivering exclusive quality of
luxury product in the marketplace (Benzo, Mohsen, and Fourali, 2017). The company’s focus
on the 4ps of marketing mix in am below mentioned manner.
Marketing mix Levis Nike

Product The levies provide various innovative design
to its customers. The products of the company
include variety of jeans, khakis, shorts,
sarongs, jackets, sweaters, socks, underwear,
belts, skirts, dresses, accessories, jumpsuits
and many more (Fenyves, and Tarnóczi,
2020). The product is produce in every colour
as per the taste and preferences of the
consumers.
The Nike manufacture the commodity
which involves shoes, attires, gear and
accessories. The organisation delivers the
best quality product to the consumers. The
product is design as per the preferences of
buyers.
Price The levies preserve the standard of the fixed
price. The prices of the commodity are as per
the targeted customer’s affordability. The
price involves The innovative feature of
providing offers and discounts.
The Nike organisation followed value based
pricing as well as premium pricing strategy.
The pricing is decided by the perception of
the buyers available in the market.
place The organisation expends the business in
targeted market therefore the markets are Asia
pacific. The organisation distributed the outlet
franchise in various international market like
India, Qatar, Kuwait etc.
The organisation offers online stores and
retail store in various countries of world.
For the distribution the organisation allotted
franchise for different outlets.
Promotion Along with digital platforms like social
media, television, radio and podcasts. The
organisation utilized various campaign in
order to gain popularity. in order to promote
the product, organisation influence the
customer with the assistance of celebrities.
For promotion of product the organization
utilize various digital platforms. The
organisation utilized personal selling, sales
promotions and public promotion as strategy
for the advertisement. The organisation
promotes product through hoardings and
banners or billboards (Gurumoorthy, and
Santhiya, 2019).

RECOMANDATION
In order to acquire the success in the market the organisation need to adopt various strategy
which the non-food producing organisation is utilizing to acquire the place in the market. With
the strategy the organization improves the value in the marketplace (Išoraitė, 2020). As per the
benchmark analysis the organization is not delivering the loyalty programme to the customers
which is the biggest disadvantage for the organisation. the company should adopt loyalty
programme in order to satisfy the customers. Because of this organisation spread awareness
among the buyers of the products. The loyalty programme deliver opportunity to generate new
customers in the marketplace which increase the sales of the product the company want to launch
in the market. The more customer is satisfied the more product the consumer consumes.
The organization should adopt the digital technology as the strategy for the promotion of the
business. In a modern era, everyone hugely depending on digital technology. The organisation
should deliver the product and service offline as well as offline along with the home delivery
service. Many other competitive company is providing these services to achieve the trust of
buyers as everyone is willing to have services on the door steps (Jindal, et.al 2020).
For the promotion of the business the organisation should utilized the online or digital platforms
or social media sites like Facebook, Instagram, Pinterest, chrome and many more. This is
because everyone is every time busy in scrolling the social media and got addictive. Through the
online platform, the organisation acquires everyone’s attention in an easier manner. Beside this
the organisation go for paid promotion like the celebrities of the country can influence the
customers to buy the product in very effective manner (Pham, 2019).
P4, M4& D3 Presenting Marketing Plan
Executive Summary:
The report is based on Eco- Food Brand that provide various luxuries food products such
as Saffron essence to their customer. Along with this, the headquarter of the organization is
situated at London (McCamley and Gilmore, 2018). Furthermore, the study has discussed on
vision and mission of company. Along with this, it has also discussed on SWOT, PESTLE and
STP in order to analyse the market situation. Lastly, it will throw light on marketing mix
and overall budget required for organization.

Mission: The organization wants to provide great quality of food products to their
customer.
Vision: To become the world best luxuries food product company.
SMART Goals:
 To attract customer of high income level and providing the great quality of services.
 To increase the sales of the organization by 5%.
 To make use of digital media marketing in order to promote their products in the
competitive market.
 To make use of advance technology such in production of services.
 To accomplished the objective of organization by 1 year.
STP: The organization has decided to attract customer of high income level as the company
will be selling luxuries product in the market. Along with this, ECO- Food brand will be
attracting customer of all age and mainly it will be focusing on food and beverages
company for earning the profit (Rismawati, Wahyuni and Widodo, 2019). Moreover, the
organization has decided to open the store at prominent location as it will help in attracting
high level income group.
SITUATION ANLYSIS:
SWOT/ PESTLE
SWOT will allow organization to identify the internal + external factor that affect
the organization while on the other hand PESTLE will analysis the external factor that
affect the grow of firm.
The Strengths of the organization is that it will be selling high quality products that will
help the company to stand out in the competitive market. Along with this, weakness of
the firm will that it is not using digital marketing for promoting their products. Opportunity that
Eco- Food brand can grab is to target only high income people and repeated restaurant
that will help in attracting large customer (Islam, 2017). On the other hand, Pestle analysis
will help in identifying the external issues such as organization will face Political issues
likewise trade restriction in market of UK. Along with this, Economical the organization is
dealing in London and the GDP of this country is good thus firm will earn more.
Furthermore, Social the firm has to make the products according to needs and demands

of customer. However, organization has to make use of digital technology in order to
increase its total revenue. Lastly, the firm need to follow all legal rule such as Labour
Laws, Food Safety Act in order to reduce intervention of government and Ngo’s. In
addition, to this, in environmental factor the organization has to follow CSR policy to protect
the environment as well as to attract customer (Nekrasov and Melnyk, 2017).
MARKETING MIX:
It is a foundation model that is consist of set of marketing tool that organization will
use in order to accomplish the objective of company.
 Product: The Eco- Food Brand will provide their customer with luxuries food
product such as Saffron Essence, Edible Gold leaf, and vanilla essence. Along with
this, for producing these items organization will make use of natural raw materials.
 Price: The company has decided to sell their products at standard price so that
it can attract more and more customer (Lim, 2021). In addition, to this organization
will provide various offer at big occasion and gift coupons to the loyal customer.
 Promotion: Eco- Food Brand will make use of digital technology such as social media
sites and online website in order to attract more and customer as well as to
increase their brand value (McCamley and Gilmore, 2018). Along with this,
organization will use traditional method of selling by advertising the products in the
newspaper in order to increase brand awareness.
 Place: The organization has decided to open their store at prominent location so that it
can connect with more customer. Along with this firm has decide to open 1 physical
store at London.
 Process: The company will provide their target audience with customer
service so that it can solve their issues. This will result in building healthy relation
with them.
 People: ECO- Food Brand will produce the product according to the need and
demand of the customer as it will contribute in increasing the sales (Othman and et.al.,
2019). Along with this, company has decided to target high income group of people to
run their business.

 Physical Evidence: The company will have one physical store and it will also use
online website in order to attract more and more customer.
Budget
PARTICULARS AMOUNT (IN £ )
RENT 50000
ADVERTISEMENT 20000
RAW MATERIALS 60000
SALARY 30000
OTHERS 20000
TOTAL 180,000
MONITORING AND EVALUATION:
The Eco –Food Brand will make use of technology such as ROMI that means Return on
marketing investment. This tool will allow organization to measure return on investment
that company has spent on marketing (Pauwels and Reibstein, 2017). However, it can be
used to evaluate the investment on organization overall marketing mix specific
marketing programme. Furthermore, organization will also make use of CVL that means
Customer Lifetime Value. This tool will allow organization to measure the total income if
company brings typical customer. However, it will allow firm to calculated the total
revenue generated by company with help of customer. Thus, it is important tool as it
helps organization to interact with customer as well as to implement marketing plan.
P5 Describing media plan
Media plan helps the organization to deliver the message to the targeted audience with the
help of various online platform.
Objectives:
 The Eco- Food Brand wants to increase their brand awareness by 10%.
 The organization has wants to attract more customer in order to increase sales.
Goals:
 The organization wants to increase their overall sales in both international as well
as local market.

Target Audience:
 The organization has decided to target customer of high income level as well as
of all age.
Marketing Communication channels:
The organization will has owned media that will be their official websites. Along
with this, firm will make use social sites that are earned media such as Instagram,
Facebook etc. Furthermore, it will also use paid media in order to advertise their products
and services.
Announce
date
Subject Content Media
Contacts
Deadli
ne
Importanc
e
Owner Cost Status
The
organization
has decided
to launch
their
official sites
on
22/12/2021.
The
compan
y wants
to
promote
their
products
and
services.
Eco –
Food
Brand
will
make use
of images
and video
to
promote
their
products.
Official
website of
company.
And Social
sites such as
Instagram,
Facebook
and Twitter
Within
6
month
s
It is very
important
of
organizatio
n as it will
increase
the sales
by 10%.
HR
Manage
r of
digital
marketi
ng
departm
ent
£8500
0
Not yet
published
Budget
PARTICULARS AMOUNT (IN £)
Content Creation 20000
Social Advertisement 10000
Social Engagement 5000
Software Tools 20000
Promotion 30000
Total 85000

M5
The Eco Food Brand can make use Instagram and Facebook social site as it will allow
the organization to interact with targeted Audience. This social site has paid
advertisement feature that allows the company to select the age of the audience it
wants deliver the message. This will help organization to select the customer
according to their choice. That will attract more and more customer (Saura, 2021). Along
with this, Hashtag feature will help company to promote their products on various page
that results in increasing the engagement.
Moreover, Instagram provides with business account that allows the organization with
insights of number of visitor has visited the page. It also provide with information
related to engagement as well as new feature of selling product threw this sites will
contribute in increasing the brand awareness (Bala and Verma, 2018). However, Eco Food
Brand Should make use of social media as it will help in identifying the taste and
preference of customer. That will allow organization to make product according to their
needs as well as increase the overall revenue.
WEEK COMMUNICATION
CHANNELS
CONTENT
TYPE
BUDGET TOPIC AUTHOR
1/01/2022-
1/01/2022
Instagram and
Facebook
Advertisement £5000 About
company
products
and
services
Digital
Marketing
Head
D4
The organization will be using social media sites as well as official websites in order
to increase their sales. However, the total amount of budget required for promoting the
products will be £85000. Along with this, the time required for completing the digital
marketing will be approx. 6 months. In case of social sites the organization has decided
to advertise their products for 1 week that will contribute in attracting more and more
customer in limited frame of time (Dahiya and Gayatri, 2018). Furthermore, digital
marketing will increase the total sales of organization up to 10% as compared to traditional
method of selling. In addition, to this, data analytical tool will help company to identify the

taste and preference of the customer that will contribute in producing commodities
according to needs and demands.
Moreover, digital marketing will allow the organization to provide the
information about the company to targeted audience. That will allow customer to know
about the raw material used by firm thus it will increase the trust within them.
However, there can be some negative aspect of digital marketing such as any negative
comment on the website or page of firm will affect the overall growth of firm (Shareef
and et.al., 2019). Thus, organization has to hire social media specialist for managing the
page of the company. Along with this, it will also increase the brand awareness of the
organization by 5% in the competitive market. Moreover, it will allow to keep the
customer more satisfied that will results in increasing the overall brand reputation.
CONCLUSION
From the above report it will be concluded that before launching new product in marketplace the
organisation should adopt various strategy for the growth of the organization. From the benchmarks
analysis the organisation identifies the pros and cons of the organisation as an area of improvement. The
present report provides marketing mix of different brands. Furthermore, the present report developed the
business plan for the organization named as eco food production company which is established in UK.

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