Unit 2 Marketing Processes and Planning (Pass Criteria)

This course covers the concept of marketing and its role and function, the inter-relationships between marketing functions and other management functions, and the impact of internal and external business environment forces on marketing activities. It also includes a comparison of the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives, and the development of a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives.

Unit 2 Marketing
Processes and
Planning

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing. ...........................................................................................................5
M1 Analyse the role of marketing in the context of the marketing environment. ................6
P2 Explain how the marketing functions relates to the wider organizational context...........6
Explaining the inter-relationships between marketing functions as well as other functions of
management............................................................................................................................7
Explaining the impact of external and internal business environment forces on marketing
activities..................................................................................................................................8
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation. ......................................................................................................10
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives. ...............................................10
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully. .............................................................13
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives. ............................................................................................................13
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.......................................................................13
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives. ............................................................................................15
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics. .......................................................15
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. 15
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication. ....................................................................................17

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria...................................................................................................................................17
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is the commercial activity, unit of institution and procedure for making,
communication, delivering and transaction offering which have values for buyers, clients and
partners and community at huge. It refers to the activities a company which undertakes to
promote the buying and selling of a goods and services. Marketing consists advertising, selling
and delivering goods to buyers and another businesses (Rudawska, 2018.). Some marketing is
completed by affiliates on behalf of a company. It is a discipline includes all the actions which
company undertakes to draw in users and manage relationship with them. Networking with
possible and or past clients is part of the work too and might consists response, greeting mails
and meeting with clients. In this report considered the company nestle which is a Swiss
multinational food and drink processing company its headquarter is in Switzerland. The
company was founded in 1866 by Henri nestle. The report will cover the concept of marketing
and its role and function with marketing. Further it will compare manners in which company
use factors of the marketing mix to attain total business aims. After that it will produce the
marketing plan for an organisation that reaches marketing aims. It will develop a media plan to
support a marketing campaign for an industry.
MAIN BODY
The marketing is the techniques which is used to promote the goods and services in the
company. It can be referred to as process of buying and selling goods which assists the
organisation in completing its aims as well as. In previous time, business people have
concentration only profit maximisation instead of the satisfaction level of buyers. In current
era all business structure have be one market oriented which force them to concentrate more on
their marketing activities ad well as practices. For managing along with the marketing activities
the destination appoints marketing to manage who plays various roles and responsibility so that
company can huge important tasks which must be complete by marketing due to production is
the only function on which business success relies (Sadry, B.N. and Fehrest, , 2022.).

P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing.
Marketing refers to any actions a company takes to influence an audience to the company
goods and services via high quality messaging. Marketing aims to deliver competitive benefits
and value for prospectus and users via content, with the long term goals of demonstrating goods
values, strengthening brand loyalty and finally increasing sales. As well as the marketing
manager section should be accountable for the managing, controlling and organising and
directing function and marketing activity due to they help the company in influencing a huge
amount of buyers and controlling them in an proper manner (Salomone, 2019). Some roles of
marketing are listed in below:
 Market research : it is the initial and most important responsibility of nay marketing
manager. For living in a competitive marketplace, the manager has to be well aware of
exact users needs and market trends, by having education regarding users needs nestle
can make changes in its present production functions and produce goods and services
which highly satisfy their needs (Lewnes, and Keller, 2019). It is simply an organised
efforts to collect details about markets or users. This is useful as it permits business to
know what users requirements and wants are. In context to Nestle, the company
undertake use of focus groups and customer feedbacks to develop their products
according to the needs raised by customers. It also uses stock analysis to see how brand
has developed from the responses of public in groups.
 Promotional and adverting : It is critical for marketing team to keep knowledge about
various promotional and advertisement techniques so that it can promote its business
goods in a cost effective manner. In context to Nestle, the promotional strategies are
considered critical for the company as it assists it in competing with market competitors
and influencing demand of buyers in proper manner. The firm uses the traditional as well
as non-traditional modes for promoting the benefits of its goods among global customer.
 Brand management : In present market situation only those companies can survive in a
competitive marketplace that has strong brand value which manage its goodwill in an
accurate manner. In relation to Nestle, the company takes effective measures in managing
its brand performance by focusing on providing quality nutrition products at the

minimum cost possible. It supports the company in enhancing the position of its brand
within the global market.
 Product development : According to the marketing manager has to develop their
production procedure so that they can generate a high quality goods in a cost effective
manner. In easy terms, the marketing manager is responsible for determining the market
trends in order to identify current demands of customer in proper manner (Setiawan and
et.al., 2019). In relation to Nestle, the company regularly working on its product quality
and also they try to provide different kind of taste of products so that people can become
a loyal customers of the company. The offering of good quality product at affordable
cost supports the organisation to draw attention of large number of customers.
M1 Analyse the role of marketing in the context of the marketing environment.
The globalisation is a major purpose that is raising competition in all business industries
just as transportation, manufacturing and many more. The growing market competition
influences a high impact on the location and its profit margins . In this kind of condition, it
becomes crucial for a marketing area to enact their roles and responsibility in an accurate
manner so that the nestle can finish its wanted outcomes without any issues. There are various
marketing role just as management of the business brands, promotion, advertisement and market
research which are functioned by a marketing so that nestle can finish over market contender.
P2 Explain how the marketing functions relates to the wider organizational context
Functions of marketing is defined as those set of actions which is used by the
organization for identifying the needs and desires of customers in quick manner. The various
marketing activities which is conducted by Nestle are described below -
 Research – It is one of the important function for marketing department within
organization. In research presently company is trying to understand the taste and
preferences of customers with help of providing existing goods to customers in free of
cost. In research organization tried to analyse the reviews of their clients through online
which is posted in Facebook, twitter and other social media. Due to the effective analysis
of taste and users company is able to diversify their product at wide range which leads to
increase their profit margin and market at large scale.

 Product development – After the stage of research Nestle is adding new type of flavours
and taste in their products (Martynenko, 2018). With help of adding new flavours and
taste sales of their goods and services are easily increased. Due to made effective and
atrractive modifications in their products, demand of their goods are highly increased
between public especially young generations and children. In this way the sale of their
new and existing products are easily increased in low time.
 Distribution - It is the another essential function in the marketing department expenses
and profit margin are maintained by organization. In context to Nestle, management
required to establish srong distribution channels through offline and online mode. Due to
keeping strong distribution channel convenience are highly increased for customers for
buying their desired product within low time. In this way organization easily sustain their
goodwill in maarket and between public for long time. Without proper distribution
channel organization is not able to deliver the best quality product to customers for long
duration.
 Sales promotion – This is also one of the marketing activity which is carried by
organization for promoting their product in various locations effectively (Turkman,
Hassanpour Ghoroghchi and Mohebi, 2021). In context to Nestle, due to the effective use
of this technique customers are easily attracted in large number for buying their products.
For enhancing the sale of their goods and services management used various promotional
strategies such as use of social media, digital marketing, sales promotion and others.
Explaining the inter-relationships between marketing functions as well as other functions of
management
The marketing is one of the philosophy of business and is not the only responsibility of
the marketing department as there are different functions that are also critical for business in
attaining success. The development of proper marketing plan in order to be successful needs to
be closely linked with the other functional areas of management. In relation to Nestle firm, the
below mentioned information reflects about the relationship of marketing department between
other departments which are:
Marketing and operational management:
The marketing department have to work perfectly with department of operation to ensure
that whether the proper research as well as development are planned or not that can be critical for

the satisfaction of customer needs. The marketing department also pays focus that items needs to
be manufactured as per the common demands of global customers. On the other hand,
production department links with the marketing department for generating the volume of orders
within the time schedule given by the marketing area.
Marketing and finance:
The marketing department works closely with the department of finance in order to
decide the adequate budget for meeting the requirements of research, promotion as well as
distribution. The finance department analyse whether the marketing activities are performing
within the assigned budget or not.
Marketing and human resource management:
The relationship between marketing and human resource management are crucial in
ensuring the success of Nestle company within the international market. The human resource
department assists the organisation to ensure that competent professionals are recruited so that
production targets can attained in effective manner.
Explaining the impact of external and internal business environment forces on marketing
activities
For analysing the internal business environment of Nestle company, the SWOT analytical
tool is taken into consideration.
SWOT framework:
Strength
 Nestle is a highly diversified company
which Is operating in various markets
and sectors of those markets.
 The company has the well established
connections with another recognised
brands just as coca cola and many
others.
Weakness
 The company is facing highly criticism
over high water usage, using unethical
practises and sometimes selling
contaminated foods.
 The company needs to adopt online
marketing channels for enhancing its
reach into global customers.
Opportunity
 It can grow in online retail by adopting
new distribution channels just as
Threat
 The high competition within the food
industry is the biggest threat the nestle

amazon and many others.
 The company can undertake the usage
of social media platforms for
identifying the needs and demands in
most effective manner.
company can face when reaching into
international markets.
 Changing governing policies can be
big threat for the company as this can
impact on the operations of business
administration.
For evaluating the external environment, the PESTLE analytical tool is taken into focus
which is explained below:
PEST Analysis :
It is a framework which is being used to analyse the external factors that impacts business
activities. It consists of some factors which is listed in below discussion.
Political factor -
This includes the factors like governance rules and another elements which is linked to
the activities of government. In context to Nestle, the unstable political climate in UK country
can put negative influence on the activities of company as new trade policies can be decided by
government.
Economical factor -
It includes the economic condition, inflation rates, bank interest rate and much more. In
relation to Nestle, the high inflation rate in UK country has made the firm to increase price of its
products leading to lower attraction of customer. However, the company has taken various steps
to promote local level production of raw material to raised the efficiency of the different
agriculture sector across its nations of operations.
Social factor -
This factors considers the consumer behaviour and taste. In relation to Nestle firm, the
recent change in demands of customer to consume nutritious supplements has benefited the
organisation in enhancing its sale along with gaining high profits. The success of nestle depends
on their ability to anticipate the requirements of the users and able to serve high quality goods.
Technological factors -
This factor includes advance technology as well as new innovative practises. The nestle
firm relies in the integration of digital solutions, services and models, both internal and external.

With raising cyber hacking disruption the reliability security. The company has planned to
expand business as well as promoting brand through digital media so that they can reach buyers
easily.
Legal factors-
The legal factors cover the laws regarding the protection of rights of employees and
community members. In context to Nestle, the stricter labour law as well as environmental
protection law allows the firm to meet the requirements of these law in order to gain positive
response from legal bodies.
Environmental factors-
It basically covers the sustainable practices adopted by the firm in order to produce low
carbon footprints in environment. In relation to Nestle, the company practices renewable energy
like solar panels for meeting energy requirements without damaging the nature with its industrial
pollution.
M2 Analyse the significance of interrelationships between marketing and other functional units
of an organisation.
Marketing is considerable as that business functions which coordinate with other
functions groups of the similar destination so that wanted business aims and objectives can be
attained in an appropriate manner. Certain important functional units the Nestle, are
manufacture, research and development, production and many more. The commercialism
department set up with each other functional units so that they can perform business activities in
an appropriate manner. As well as marketing department gather details about the customer
requirements and market trends so that production section can produce goods and services
according to users taste and preferences.
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 just a kind by which the business organisation can integrate the
major details about the goods of the business by the marketing mix it is analysed the good and
the cost as long with the location where goods is going to be sold. Through all these facts are
linked to the marketing mix. In order to gain the goals of business industry nestle uses this
marketing principle. Further discussion is in below report (George, 2021.) :

Base Nestle Cadbury Lindt
Product The company provides
the wide range of
goods with their line
extensions in the
market. Company has
huge variability of
produce as they have
chocolates, Maggie,
and other nutritional
supplements.
The Cadbury is the firm
which provides the
different kinds of chocolates
and cookies. They also
have different kinds of
product which is included
in food based products.
The company deals in
chocolates, seasonal
confectioneries and typical
sweets. They have product
range in its marketing mix
which considers Lindt
dark chocolate and many
more.
Price The intensity level of
pricing for nestle
comes from its
packaging or uses
based on cost. The
company adopts low
pricing strategy by
taking advantage of
economies of scale.
The company provide the
goods in price skimming
method so that all can buy
the goods in affordable
manner.
The company faces
fluctuating market share as
the chocolate market is an
oligopoly market and
company is one player in
it. The company uses the
premium pricing strategy
in its marketing mix.
Promotion The company promotes
goods through the
digital media as well as
traditional media for
promoting the goods
and services by using
Instagram, newspaper,
and many other. They
always practices to
connect with customers
The company promotes the
goods through social media
platforms and another
traditional ways of
promoting goods. They
promote the brand through
television also called
celebrity to promote the
goods.
Company uses both print
media and digital media.
They have displayed
posters on airports and big
shopping mall in the
global areas.

directly.
Place Company show its
goods in the
supermarket and the
malls. The company
manages its own sales
and distribution
network all over the
country.
The company sell its goods
in malls and supermarkets
as well as they provides the
products through the local
shops too.
It is old brand company as
they have faced a lot of
challenges in expanding
business. The company
serves services in global
country. The company has
subsidiaries in different
nations to manage the
systematic supply chain of
products .
Process The organization have
producing its goods by
taking use of new
technologies. The
company have a skilled
employees which
makes good
performance.
The company has the goods
and its production through
the good quality of raw
material and packaging.
The company uses
renewable energy resources.
Company uses a smart
technology as they have
their own field to produce
premium chocolates that
reduces the overhead costs
in company.
People Nestle has been hiring
people to join their
company. They have
been training their
workers to manage the
queries of their users
and also gives good
users service.
Cadbury hires a skilled
employees and also they
employee the qualified
employees which have the
experience of working. The
company provides the
quality services.
Company has huge
number of employees who
all are skilled and
experience in every
department. They make a
brand more competitive.
Physical
evidence
The company has been
making a good
connectivity by setting
The company has a good
technical assistance to
produce the goods in
The product have the
attractive packaging and
using quality product in

up the coffee corners
with their logo of
brand. Also they have
good packaging that
attracts people to have
a competing benefits in
marketplace.
company. It can be also
seen in various digital
platforms.
making of chocolate.
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
The most essential tactics of the marketing mix are goods, price, promotion, place and
physical evidence, process and people. Through concentrating on Nestle can tend to a high level
of success and growth. The products factors assist the company in analysing which kind of
services buyers wants as well as how company can satisfy their requirements. Along with that
goods values and promotion activities aids the business in attracting a high number of buyers
which majorly raises business profitability along with that productivity.
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
Nestle designed a fixed marketing plan to add the goals and the objectives of the
marketing. If the marketing of the business organisation is effective, the success of the business
venture also adds. Nestle provides much significance for the marketing plan of the firm. To
achieve the business goals company sometimes offers its users various discount services through
which the buyers are satisfied to the business. They always have the good relationship to all the
individuals of the business firm.
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
A marketing plan is an operational document that designs and advertisement strategy
that an organization will execute to produce leads and reach its target audience. It details the
outreach and product campaign to be undertaken over a period, consisting how the company

will calculate the impact of these initiatives. The function and factors of a marketing paln
consists the following:
Marketing goals and objectives :
The company is needed to design an organisation which gives right direction to the
company so it can attain it wanted goals. The company is well known for its diverse goods, it
wants to be more good brand in comparison of other brands like Unilever.
STP Analysis :
This is the framework which is used to classified the target audience on the basis of age,
gender and many other. Further discussed in below report.
 Segmentation : For segmenting the market the nestle will take help of demographic and
geographic factors due to its business in segmenting the market in an accurate ways. The
destination will choose their target as well as business people of country.
 Targeting : For good growth it is crucial for the market to target only those people who
can give a high profit to an industry just as customers, business people and many more,
as well as nestle targets the mass market.
 positioning : The company positioned themselves as a luxury product in market. This
states the marketing techniques which is used to promote the goods and services in
international market (George, 2021.).
Develop marketing goals:
SMART Objectives
 Specific - the company nestle wants to be a good brand in international market as well
as they want to earn a good rates of profits in business so that they can have a long term
sustainability in market.
 Measurable - They exactly want to have a good ratio of profits in international market as
well as they wishes to have a good competing benefits. Will go through the profits and
year plans of the company.
 Achievable - setting the percentage of profits and income which can be achieved by the
performing activity.
 Reliable - the targets set in the online market space and physical advertising to attain
the targets.

 Time frame - will company to develop the results on marketing spendings in upncoming
months.
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives.
There are seven most important market mix factors which is implied by the company for
having good growth. Just as price, people, product, people, process, physical evidence and
promotion. This includes the production of high quality food which is produced in company so
that they can have good quality products and services for people also having a policy of cost
saving. This indicates good price range so that all class of people can afford the goods in
reasonable rate. The promotion of goods through digital media can be an effective manner of
promoting goods and services in global market.
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics.
Smart objectives helps in analysing the plans and the another factors that haves an
effective company and working along with the analytics of the business activity. This the
another way of marketing goods in international market. It is the way or measuring performance
of the business within the business. This helps in indicating business performance and its
performance (Domegan, and McHugh, 2019).
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 strategy is the process of determining the manner of presenting, time and duration
of showing and placing where the marketers or maker can contribute their advertising. The sole
aim of the media plan is to give huge amount of spectrum to target and give knowledge to more
audience a regarding the connected goods, services and anything that wants concentrate and
that is being advertised. This also provides the marketers details regarding the accessibility of
all options in market to opt the best media plan as per them. Via a good media plan an industry
can attain a well known ans strong position in the market by creating the people informed about
them or their goods. Utilisation of media plan helps a company to raise brand awareness in the
market. Some of points are listed in below:

Organisational Objectives:
The objective of the Nestle company is to increase its customer market share by 10%
with the support of using digital media platforms. The company will attain this target within the
time period of 8 months. In addition to this, the company will also aim for enhancing the sale of
its products by 15% within the time period of 1 year. The firm will also optimise its relationship
with Public relations media for a longer time duration.
Marketing Objectives:
Company aims is to be the world largest and best branded food manufacturing by
offering quality products at best quality. The firm will set objectives for attaining the higher
market share by deploying the usage of digital media platforms in the most appropriate manner.
The Nestle organisation will practise the sales promotional activities for increasing its sale by
10% within time period of 3 months.
Digital Platforms:
The company will utilise the digital media platforms for the basis of gaining more
attention from customers in the most appropriate way. The firm will use the different media
channels such as Radio, TV as well as E-mail technology for conveying the customers about its
launch of new products. In relation to this, the Nestle organisation will also undertake the usage
of digital marketing platforms like Facebook, Instagram so that maximum number of customers
can be attracted in most effective manner.
Integrated Media and its benefits the Nestle obtain:
The practise of integrated media channels such as digital media and broadcast media can
allow the information to gain larger customer share as it can connect better with the large number
of customers. The usage of PR services can also benefit the Nestle company to supply critical
information about its high quality products leading to making better goodwill within the food
industry.
Approaches to reach to targeted Customers:
The Nestle will adopt various approaches in order to reach to large number of targeted
customers within a short period of time. The firm will enhance its market reach by taking use of
Google's In-market audiences for displaying its marketing campaigns on google Ads. It can
allow the firm in targeting the needs of customer who are researching their products. Moreover,

the nestle organisation will also undertake use of Facebook custom audience features for
engaging potential customers as it is the personalised data platform.
Budgets for Media:
To reason this, nestle must have to include proper feedback and review process which
can help it in knowing the inevitably of the market to germinate and create its products
agreement. This is the finance related factor that has been allotted by the organisation. The media
plan of Nestle includes the following budgetary expanses provided in a tabular form. s
Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
Budgetary factors:
The budgetary cost of marketing campaign includes the amount of money that are
allocated for the purpose of meeting operational costs, payroll costs along with business
overhead expenses. There are various factors which can be taken into consideration while
making marketing plan are:
 By establishing the goals according to the marketing effort can support the Nestle
company in making budgets as per the marketing objectives. This will allow the company
to reduce the wastage of money.
 In addition to this, the nestle firm can make better budgets by considering the usage of
technologies such as Customer web design, SEO, content marketing along with social
media marketing activities. This will allow the nestle company to analyse the right
budgetary requirements.

M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication.
Companies tries to drive up social media although after all these years many business
are still checking the resources and many others. Despite the hype and misconception that
surrounds social media most business required them for different reasons. One of the key
reasons and thus, users prospectus attracts and other stakeholders. This helps in attracting the
people to attracts towards the brand and its goods that leads in good ratio of sales (Bilkova, ,
2020)..
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
Quantitative measuring focuses on numeric belief and their growth or decrease over time. A
good way to think about decimal metrics is through a framework of base, reach, battle, and
changeover. In opposition, qualitative measuring is a more nicety attack to collection insight and
is best done on a post by post basis. For example, nestle may have set a goal to increase action on
the brand page. The prosody company may want to consider in the quantitative KPIs are
organism growth, fight rate and conversions such as email sign ups, qualified leads and sales act.
CONCLUSION
From the above analysis, it concludes that marketing process and planning plays the major role
for fulfilling the desires and needs of customers in time. Due to the effective modification in
their product, company is able to increase their profit margin and market share within low time.
This report will cover compare the ways in which different organisations apply the marketing
mix to the marketing planning process to achieve business objectives. It further covers develop a
marketing plan that includes key elements of marketing planning for an organisation to achieve
marketing objectives. Effective marketing planning and process are highly essential for
developing strong positive relations between organization and customer for long time. The
various types of functions which are involved in the process of marketing are research, product
development, distribution and others. Due to conducting effective marketing functions
convenience are highly increased for users for buy the desired product within low time.

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