UNIT 1: Marketing Process & Planning

This text appears to be an assignment cover sheet and brief for a student named Abdul Baasith, who is enrolled in a BTEC Pearson Higher National Diploma in Business program offered by the American College of Higher Education. The assignment is for Unit 2: Marketing Processes and Planning, and the student is required to deliver a 15-minute webinar on the marketing concept. The assignment is to be submitted as a recording along with a transcript. The unit tutor is Mr. Shanjayan Arthmarajan, and the submission date is December 20, 2022. 

BTEC PEARSON HIGHER NATIONAL DIPLOMA IN
BUSINESS OFFERED BY AMERICAN COLLEGE OF HIGHER
EDUCATION
Marketing Process & Planning
UNIT 02
Student Name: Abdul Baasith
Student Pearson ID: J/618/5035
HND/ 2022
ACHE STUDY CENTRE: Kandy

DATE OF SUBMISSION:
Submitted to: Mr.Shanjayan Arthamarajan

STUDENT ASSESSMENT SUBMISSION AND
DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming that
the work is their own.
Student name:
Abdul Baasith
Assessor name: Mr. Shanjayan Arthmarajan
Issue date:
06/11/2022
Submission date:
20/12/2022
Submitted on:
29/01/2023
Programme:
Unit: 02
Assignment number and title:
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students
who break the rules, however innocently, may be penalised. It is your responsibility to ensure that
you understand correct referencing practices. As a university level student, you are expected to
use appropriate references throughout and keep carefully detailed notes of all your sources of
materials for material you have used in your work, including any material downloaded from the
Internet. Please consult the relevant unit lecturer or your course tutor if you need any further
advice.
Student Declaration
Student declaration
I certify that the assignment submission is entirely my own work and I
fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.
Student signature: Abdul Baasith
Date:29/01/2023

AMERICAN COLLEGE OF HIGHER EDUCATION
BTEC HND DIPLOMA IN BUSINESS (LEVEL 4)
ASSIGNMENT COVERSHEET 2022
UNIT TITLE & CODE UNIT 1: Marketing Process & Planning LEVEL 4
STUDENT NAME Abdul Baasith CREDITS 15
ASSESOR Mr. Shanjayan Arthmarajan STUDENT ID J/
618/50
35
ASSESSMENT I.V by: Ms.Muditha
Wijesundara
ASSIGNMENT ISSUE
DATE
06/11/2022 ASSIGNME
NT
SUBMISSIO
N DATE
20/12/2022 Word
Count
2000-2500
Assessment has been internally verified for use.
Internal Verifier Name: Ms.Muditha Wijesundara
Signature: Date Verified : 03/02/2022

Unit 2: Marketing Processes and Planning
Assignment Brief 1
Student Name/ ID
Number
Unit Number and
Title
Unit 2: Marketing Processes and Planning
Academic Year 2022
Unit Tutor Mr. Shanjayan Arthmarajan
Assignment Title The Marketing Concept Webinar
Issue Date 06/11/2022
Submission Date 20/12/2022
Submission format
The submission is to be in the form of a 15-minute webinar delivered and
recorded using supporting software, for example Zoom, Microsoft Teams. The
assignment is to be submitted as a recording in MP3 (or another suitable
format) together with an accompanying transcript submitted as a word
document using 1.5 spacing and appropriately titled and labelled.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of an
organization.
Transferable skills and competencies developed
• Articulating and effectively explaining information.
• Communication and listening, including the ability to produce clear,
structured business communications in a variety of media.
• Conceptual and critical thinking, analysis, synthesis and evaluation.

Vocational scenario
Organization
Cherish is a premium biscuit manufacturer of Sri Lanka, incorporated 75 years ago. Cherish
biscuits stands tall today as one of Sri Lanka’s most trusted and respected household brand
due to the superior quality products delivered to the consumers.
Cherish manufacture a range of biscuits including Wafers, soft range of Marie, Nice, Ginger,
Peeps, Sorties and the Cream Sandwich range. Within the Sri Lankan biscuit market, Cherish
pioneered in the Wafer category as a world-class Wafer biscuit and Cherish was the first to
introduce the affordable Peeps and Sorties range to the market. Cherish produces over 4.5
million packs of biscuits every month in its state - of the art manufacturing facility situated at
the City of Anuradhapura under a stringent hygienic environment. Cherish is ISO 9000/ ISO
22000 and HACCP certified company.
Role
You are a Junior Marketing Analyst working in the Marketing Department. Your role encompasses
new product development, from initial research through to test trials in selected stores prior to
full roll out. Your duties include:
• gathering information on competitors in order to conduct analysis on their sales,
prices and methods of distribution and marketing to thoroughly learn about the
competition
• conducting research on marketing strategies and consumer opinions
• tracking and forecasting trends in sales and marketing, producing reports on the
results for management to inform their decision making
• collecting and analysing data on customer preferences, demographics, buying habits and
needs, to better identify market potential and the factors that influence product demand.
You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing
Director.

Assignment activity and guidance
You have been approached by a national radio station, which has invited you to be part of a
webinar panel aimed at introducing its younger audience to marketing as an exciting career
pathway. As part of the webinar, you have been given a 15-minute slot and have been
asked to cover the following areas:
 Explain the concept of marketing and marketing operations including the different areas
and role of marketing.
 Explain how the marketing function relates to the wider organisational context.
 Analyse the role of marketing in the context of the marketing environment.
 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
 Critically analyse the external and internal environment in which the marketing function
operates.
The radio station has asked you to pre-record the webinar presentation using a suitable and
appropriate format (for example MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the webinar.
Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Weblinks
Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk
Marketing Donut blogs (2021). Available at:
https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000–2021). Available at: http://www.
marketingteacher.com
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at:
https://www. wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
Cargills coporate website: https://www.cargillsceylon.com/
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).
London: Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

Submission format
The assignment is to be submitted as a report and it must be clear and concise, stating
what the problem/issue is, and include a summary of analysis and
recommendations.
All your work must be supported with research and referenced correctly using the
Harvard referencing system (or an alternative referencing system). You also need to
provide a bibliography using the Harvard referencing system (or an alternative
referencing system). Inaccurate use of referencing may lead to issues of plagiarism if not
applied correctly.
The recommended word limit for the report is 1,000–1,500 words.
Unit Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives.
Transferable skills and occupational competencies developed
• Use appropriate business systems and software effectively to deliver
marketing outcomes efficiently, for example to analyse data, produce
reports, deliver copy.
• Produce a wide range of creative and effective communications, showing ability
to write and proofread clear and innovative copy and project briefs, and give
confident presentations.
• Assimilate and analyse data and information from a range of sources to
support marketing activities.
• Ability to analyse and evaluate a range of business data.
• Commercial acumen based on an awareness of the key drivers for business success.
Vocational scenario
In your role as Junior Marketing Analyst one of your key roles is to gather information on
competitors in order to conduct analysis on their sales, prices and methods of
distribution and marketing to thoroughly learn about the competition. In conducting
competitor analysis, Cherish can identify where changes are to be made to improve
performance.
The company is keen to explore new and distinctive market segments, where there is potential
for rapid growth, and as part of this you are planning the launch of a new Product line. The
marketing challenge is to reach out to existing and new customer segments, avoid product
cannibalization and ensure that existing and similar product lines are not consequentially
perceived as of lesser ‘quality’
Assignment activity and guidance

You have been asked to carry out a Competitor analysis that will help inform and create a
compelling proposition for the new food line in the minds of customers. You and your manager
have been discussing this and have decided that there would be value gained by critically
evaluating marketing mix strategies of Cherish Biscuits’ competitors.
This will provide creative insight into how you develop and launch your product.
On completion of the competitor analysis, you are required to prepare your findings as a
report for the senior management team. The report includes:
• Identify and compare the extended marketing mix for the selected product line.
• Evaluate the marketing strategies and tactical approaches adopted by each business (or
business unit) and how they contribute to the success of the organisations in meeting
their overall business objectives
• provide conclusions and a set of justified recommendations on what the company can
learn and deploy as it plans out its marketing strategy for the new product line.

Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Weblinks
The balance small business. The elements of a marketing mix and how to use them
effectively. Available at:
https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates].
Available at: https://blog.hubspot.com/marketing/marketing-mix
HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital
Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Position Your Market Offering.
Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters.
Available at: https://www.smartinsights.com/marketing-planning/marketing-
strategy/marketing- strategy-vs-tactics-difference/
YourDictionary. Tips for Writing a Briefing Document. Available at:
https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-
document.html
Cargills coporate website: https://www.cargillsceylon.com/
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson.

Assignment Brief 2
Student Name/ ID
Number
Unit Number and
Title
Unit 2: Marketing Processes and Planning
Academic Year 2022
Unit Tutor Mr. Shanjayan Arthmarajan
Assignment Title Marketing Planning
Issue Date 06/11/2022
Submission Date 20/12/2022
Submission format
Students will submit a marketing plan that addresses the set brief. This should be
written in a structured format, making use of heading and sub-headings and using
business language. A bibliography should be provided using the Harvard referencing
system (or an alternative system). Inaccurate use of referencing may lead to issues of
plagiarism if not applied correctly.
The recommended word limit is 1,000–1,500 words, A detailed media plan needs to be
fully integrated into the overall marketing plan.
Unit Learning Outcomes
LO3 Produce a marketing plan for an organisation that meets marketing objectives.
LO4 Develop a media plan to support a marketing campaign for an organisation.
Transferable skills and competencies developed
• How to plan and deliver tactical campaigns against SMART (Specific,
Measurable, Achievable, Realistic, Time-bound) objectives.
• How to evaluate the effectiveness of marketing campaigns by choosing the
appropriate digital and offline data sources.
• A creative and analytical mind, with a willingness to think of new ways of doing things.
• Research skills for evidence-based decision making.

Vocational scenario
In your role as a Junior Marketing Analyst at Cherish Biscuits, you have been working hard
on preparing the roll out for the new product line. This product line will be positioned in a
distinctive and inviting way that combines superior taste and value. Equally, the product line
must sit comfortably with other regular and similar food products.
You now need to develop a compelling and creative marketing plan for the new product line. It
must clearly articulate a bold marketing strategy and include tactical actions that are clearly
aligned to the overall organisational objectives. Your marketing plan also needs to
incorporate a media plan as part of the overall marketing campaign.
Assignment activity and guidance
In producing the marketing plan, you will need to address the following areas.
• How the strategic marketing plan links with the overall organisational mission,
corporate strategy and objectives.
• Clear and SMART marketing objectives.
• Marketing research to support the new product line launch.
• A situational analysis, including:
○ marketing audit, making use of appropriate analytical tools including SWOT, Pestle and
5C analysis
○ a competitor analysis including the market segments and
○ sub-segments covered
○ articulation of the new product value-proposition in the eyes of the customer.
• Development of the marketing strategies applied to the extended marketing mix.
• Setting of an overall marketing budget, including allocation of planned spend.
• Tactical actions.
• Identifying appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV).
A comprehensive media plan that supports the planned marketing campaign, this will include:
• a media budget
• recommendations and rationale for selected and integrated multi-media activities
within the set budget that meet the marketing objectives
• appropriate digital, offline and social media channels for communication
• full justification for a multi-media plan based on quantitative and qualitative criteria.

Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Weblinks
Marketing Week. Planning for marketing planning: 14 steps to an effective presentation.
Available at:
https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/
Strategic Marketing Plan Template & Examples. Available at:
https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template
Get2Growth. Marketing plan example. Available
at: https://get2growth.com/marketing-plan-
example/
Marketing Evolution. What is Media Planning? Available at:
https://www.marketingevolution.com/marketing-essentials/media-planning
HubSpot. Media planning: The Ultimate Guide.
Available at:
https://blog.hubspot.com/marketing/media-planning
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks
McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to
Use Them. 8th Ed. Chichester: John Wiley and Sons.

Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates
with other business units of an organisation
P1 Explain the concept
of marketing and
marketing operations
including the different
areas and role of
marketing.
P2 Explain how the
marketing function relates
to the wider organisational
context.
M1 Analyse the
role of marketing in
the
context of the marketing
environment.
M2 Analyse the
significance of
interrelationships between
marketing and other
functional units of an
organisation.
D1 Critically analyse
the external and
internal environment
in which the marketing
function operates.
LO2 Compare ways in which organisations use elements
of the marketing mix to achieve overall business
objectives
P3 Compare the ways
in which different
organisations apply
the marketing mix to
the marketing
planning
M3 Review strategies
and tactical
approaches
applied by organisations
to demonstrate how
business
objectives can be achieved
D2 Evaluate strategies
and tactical approaches
to the marketing mix in
achieving overall business
objectives.
process to achieve
business objectives. successfully.
LO3 Produce a marketing plan for an organisation that D3 Produce a strategic
marketing plan for an
organisation that measures
achievement of marketing
objectives within key
performance metrics.
meets marketing objectives
P4 Develop a marketing M4 Produce a detailed
plan that includes key tactical marketing plan that
elements of marketing integrates the extended
planning for an marketing mix to achieve
organisation to
achieve marketing
objectives.
marketing objectives.

Pass Merit Distinction
LO4 Develop a media plan to support a marketing
campaign for an organisation D4 Provide a justified
integrated multimedia
plan based on
quantitative and
qualitative criteria.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.
M5 Devise an integrated
multimedia plan,
selecting appropriate
digital, offline and social
media channels for
communication.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
Assignment Guidelines
Type your assignment clearly
Font type: Times new Roman
Font size
Headings: 14 pt, Bold, Underlined
Sub-headings: 12 pt, Bold, Underlined
Body: 12 pt, normal
Align: Justify
Line spacing: 1.5
Margins: 1” form each side
Numbering: at the bottom right hand corner
Header
Left side- subject name
Right side- individual/group assignment
Footer
Left side- batch number
Right side-page number
Assignment compiling order
a) IV Form
b) Assessment Record Sheet
c) Cover sheet
d) Assignment Brief
e) Student Assessment Submission and Declaration
f) Acknowledgement
g) Executive Summary
h) Contents

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
i) Introduction
j) Body
k) Conclusion
l) References
m) Appendix
 All the Figures, Tables, Diagrams etc. should be numbered
 Label sketches properly and neatly.
 Write on only one side of the paper.
 Utilize a table of contents and section headings where applicable.
 Use size A4 paper.
 Provide a title page and a front cover.
 Do not forget to sign the plagiarism statement on the cover sheet of your assignment.
 Please note that plagiarism is treated as a serious offence and therefore the work you
produce must be individual and original although may work in groups in some instance
 All sources of information must be referenced using “Harvard referencing” where a
reference listing should be included at the end of the assignment
 Assignments returned to students for re-working must be re-submitted within 15 days
(Please refer to Student Handbook on Assignments – Re-submission).
 Failure to re-submit the previously marked assignment with the re-submitted
assignment will mean that results cannot be released for the respective unit.
 Please note that the technical failures which occur during the assignment processing
period are not counted as an excuse for late submissions. As a precaution you
are expected to have a backup file (a copy of your assignment) by all means saved
in the system to avoid sudden system crashes and technical failures.
 The ethical procedures of the course strictly maintain a data security policy on
students’ work and you should submit a soft copy of your completed assignment along
with your completed assignment hard copy in order to avoid assignment information
distribution among others.
Acknowledgement

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
I would like to express my sincere thanks to Mr. Shanjayan Arthmarajan, lecturer for his
suggestions and guidance in completing my assignment. It took a lot of effort and time to finish
the assigned work. The assignment would not have been completed without the assistance of Mr.
Arthmarajan.
I also want to thank my friends and colleagues and Ms. Vindya, the student councilor, for
sharing their knowledge and experiences with me to assist me complete the assignment.
I also want to thank my friends and colleagues and Ms. Vindya, the student councilor, for
sharing their knowledge and experiences with me to assist me complete the assignment.
Last but just not least, I could not have finished this homework without the help of my parents
and relatives. Last but just not least, I could not have finished this homework without the help of
my parents and relatives.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
Executive Summary
The whole report is separated into three sections that explain the concept of marketing, how an
organization uses marketing mix to archive their business objectives, and a marketing plan that
encourages the organization's campaigns.
The first section of this document explains how marketing has evolved over time, where it stands
in the twenty-first century, key roles and responsibilities in marketing, and the knowledge and
skills in terms of vision, mission, and goal. The second section of this document assists in
identifying and comparing the extended marketing mix for two selected 'Luxury goods and non-
luxury goods Examining the strategies and tactical approaches used by organizations to
demonstrate how business objectives can be met successfully.
The final section of this document is a marketing plan. Organization has outstanding employees’
engagement with their employees and ongoing ideas to improve the marketing in their business
in the future. These developments have the potential to drive Charish Biscuit to the industry if
they can adopt to and continuously improve on them. Furthermore several other critical
observations had occurred during this case in order to drive marketing mix plan to drive
appropriate recommendation and conclusions.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
Table of Contents
Table of Contents
Unit 2: Marketing Processes and Planning....................................................................................37
Executive Summary.......................................................................................................................51
1. Introduction............................................................................................................................53
2. What is Cherish Biscuits Pvt,Ltd...........................................................................................54
3.1 How marketing & its concepts is functioning in Cherish Biscuits Pvt, Ltd.......................57
4. Roles and responsibilities in marketing..................................................................................58
The following duties will also be carried out by a marketing position.....................................58
4.1 Examining the marketing roles and responsibilities at Cherish Biscuits Company................59
5. How the marketing functions relates to the wider organizational context in Cherish Biscuits. .60
6. The interrelationships between marketing and other functional units in Cherish Biscuits...........61
6.1 Analyzing the interrelationships between marketing and other functional..................................63
units in Cherish Biscuits .................................................................................................................63
7. Internal & External environment of the marketing function..................................................64
7.1 Analyzing the internal & external environment of the marketing function in Cherish
Biscuits..........................................................................................................................................65
8. Comparing different organizations on how they apply the marketing mix to archive business
objectives.......................................................................................................................................66
9. Comparison of Cherish Biscuit's, Munchee, Maliban, and Little Lion biscuit supermarkets
on luxury & non-luxury goods using the marketing mix of 4ps....................................................69
10. Evaluating different strategies and tactics for achieving business objectives....................70
11. Develop a media plan to support a marketing campaign for an organization...........................71
Conclusion.....................................................................................................................................73
References......................................................................................................................................74
Table of Figures
Table 1Cherish Biscuit Objectives................................................................................................68
Table 2Marketing Mix of 4ps........................................................................................................70

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
1. Introduction
Marketing is the planning and execution of product and service development, pricing,
distribution, and promotion to meet the needs of your customers. The marketing department is
frequently referred to as the "glue" that holds the many departments of an organization together
and aids in bringing their vision, mission, and purpose to life for the organization as a whole.
This document describes the marketing strategy used by the specific company Cherish Biscuits.
Building and sustaining relationships with both present and potential customers, as well as
creating new products and services that better serve them, are all responsibilities of marketing.
Cherish Biscuits has been produced for more than 70 years to worldwide standards while
catering to the distinct tastes of Sri Lanka. The Anuradhapura area, where Cherish Biscuits'
manufacturing plant is located, has seen a rise in career and entrepreneurial opportunities as a
result of the company's competition with large-scale biscuit production firms based in Colombo.
This has helped the area's social and economic growth. The currently hires 500 people, produces
4.5 million biscuits each month, and distributes them via more than 100 distribution outlets all
over the nation. The paper discusses how the current tactics might be improved and expanded to
spur both domestic and international growth. In order to maintain quality and freshness through
strict quality control systems currently accredited to ISO standards, Cherish Biscuits
manufactures and markets a wide variety of biscuits and cream wafers in appealing, well-
structured packaging till the products reach the consumers.
The Quality Assurance Department personnel closely check the quality of all raw ingredients and
packaging materials used to ensure that standards are maintained throughout the production
chain in order to accomplish the final goal of delivering a quality product to the customer.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
2. What is Cherish Biscuits Pvt,Ltd.
Cherish Biscuits was born in the town of Matara in the Southern Province of Sri Lanka a young
lad called Vidanagamage "John Appuhamy", migrated from his village in South to Northern
province and in the year of 1942 he established his business as "Kamala Bakery" in the town of
Jaffna and commenced manufacture and supply of confectionary products such as biscuits, cakes
and bread to the consumers in the northern peninsula. Before soon products manufactured under
the brand name Kamala biscuits became a very popular house hold consumer product name.
(Anon., 2016)
Cherish Biscuits has been producing under international standards since over 70years and offers
a range to the truly Sri Lankan texture and flavor palette. Cherish biscuits is now one of Sri
Lanka's greatest recognized and trusted household products, thanks to the high-quality goods it
offers to customers. Cherish produces a variety of biscuits, including Wafers, Marie, Nice,
Ginger, Peeps, Sorties, and the Cream Sandwich range. The company employs 500 people,
produces 4.5 million biscuits each month, and distributes them via more than 100 distribution
centers all over the nation.Cherish brand biscuits are offered to customers via a well-established
indirect sales system that consists of more than 100 operation centers located throughout Sri
Lanka.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
3. Marketing & its concepts
When considering the word "market" as its root, the definition of the term "marketing" can be
clarified. People used to congregate in an open area on a set date, time, and location in the past
with the intention of trading products; over time, this developed to include selling their goods.
The marketplace was thus established. It involves identifying a product, determining demand,
setting its price, and choosing distribution channels. Marketing also involves creating and
implementing a sales promotion strategy that combines outbound and inbound marketing.
Marketing is the process that moves goods and services from concept to customer. In the
marketing process, businesses first determine the needs and wants of their customers before
creating a strategy to meet those needs and wants. To do this, Cherish Biscuits identifies client
requirements and preferences through market research, and then creates marketing plans and
strategies to cater to their needs and interests. Following that, Cherish Biscuits puts the
marketing strategy into action by advertising, promoting, pricing, and providing its goods and
services. In order to maintain the sustained satisfaction of its customers' wants and desires,
Cherish Biscuits also tracks consumer responses to its marketing initiatives and modifies its
marketing mix as appropriate.
The marketing concept is based on the ability to identify and satisfy the customer's needs and
desires more effectively than competitors. To put it another way, the marketing concept refers to
the planning and execution process a business uses to maximize profit by boosting sales, meeting
consumer requirements, and outperforming competitors. The marketing management ideas that
make up the basic set of five marketing concepts are. They are as follows:
 Product Concept
The product concept assumes that buyers will choose the item if it has better quality, features,
and performance. This makes the product concept crucial since it forces you to satisfy customer
wants and wishes by providing the greatest product.

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
 Production Concept
The production concept Customers choose things that are easily accessible and very reasonably
priced. They primarily concentrate on manufacturing, enhancing production, and distribution in
this approach. The production concept's goal is to produce as much as is possible.
 Selling Concept
The basic concept of the sales strategy is that unless the company makes aggressive advertising
and selling efforts, consumers won't buy enough of its goods . The fundamental objectives of this
idea are to maximize sales, with personal selling, advertising, and distribution serving as key
focal points. This idea emphasizes aggressive sales and promotions.
 Marketing Concept
According to this approach, the marketer believes that the customers is always right and that
fulfilling his needs and wants should be their top priority. As a result, the marketing strategy is
focused on generating profits by meeting customers' needs and wants. The marketing concept is
supported by four pillars, which are as follows:
i. Target Market
ii. Customer Orientation
iii. Integrated Marketing
iv. Profitability
 Societal Marketing Concept
According to the societal welfare concept, which is the foundation of societal marketing, a
company must make strategic decisions in marketing while keeping in mind the requirements of
the business, the needs of the consumer, and most importantly, the long-term interests of the

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society. The goal of the sociological marketing concept is to identify the target market's
requirements, wants, demands, and interests in order to satisfy those needs and wants more
successfully than the competitors.
3.1 How marketing & its concepts is functioning in Cherish Biscuits Pvt,
Ltd.
The organization's Strategic Marketing Philosophy has a major impact on the Cherish' ability to
grow sustainably. In order to achieve its expansive marketing vision of becoming a global
corporate role model for public owned development that is friendly to communities, the
marketing concept (Organization Philosophy) was created for the fundamental duty to generate
customer focus marketing to provide products that satisfy customers' desires through a
coordinated set of activities that, To achieve a balance between creating more value for
consumers and business markets against making profits for the organization, Cherish has
provided a customer-focused marketing philosophy where every customer can enjoy and browse
the store with more diverse functions within an appealing marketing concept. The organization
must adopt a marketing orientation to work more effectively and efficiently than its rivals in this
industry like, ( Munchee, Maliban, Little Lion etc..)
Cherish manufacture a range of biscuits including Wafers, soft range of
Marie, Nice, Ginger, Peeps, Sorties and the Cream Sandwich range. Within
the Sri Lankan biscuit market, Cherish pioneered in the Wafer category as a
world-class Wafer biscuit and Cherish was the first to introduce the
affordable Peeps and Sorties range to the market. We produce over 4.5
million packs of biscuits every month in our state - of the art manufacturing
facility situated at the City of Anuradhapura under a stringent hygienic
environment. Cherish is ISO 9000/ ISO 22000 and HACCP certified company.
(Anon., 2016)
Cherish Biscuits (Pvt ) Ltd has introduced the new ‘Cherish Supreme Cream Cracker’ to the Sri
Lankan market. The healthy and flavorful cream cracker is yet another promise of providing high
standard quality products to its consumers. Cherish Biscuits caters to the truly Sri Lankan taste
palette and has been produced for over seven decades under international standards. Challenging

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the large-scale biscuit production companies based in Colombo, Cherish Biscuits has created
many career and entrepreneurial opportunities in the Anuradhapura area, where its’
manufacturing plant is located, thus contributing to the social and economic development in the
region. (Anon., 2016)
The following sentences illustrate how Cherish Biscuits has reached out to its
consumers regardless of the situation while adapting to new situations like
the worldwide pandemic and economic crisis, developing different avenues,
and breaking convention.
4. Roles and responsibilities in marketing
The marketing division is in charge of recognizing, recognizing, and profitably meeting customer
needs and desires. The ultimate aim is to increase profits by creating long-term connections. In
addition to promotional work, or the expanded marketing mix as they're more often known, a
marketing department also performs a far broader range of strategic and tactical tasks, like as
planning, product creation, packaging, pricing, distribution, customer support, and evaluation.
A marketer generally fills the job roles, negotiating between the client and the business: Strategic
Partner, Mentor, Executor, Communicator, Coordinator, Negotiator, and Voice of the Customer
The following duties will also be carried out by a marketing position.
• Recognizing the economic and competitive aspects of an industry - Examples of financial
considerations include interest rates, inflation, disposable income, GDP, and CPI.
• Determining target markets - Markets categorize customers into four main groups based on
factors like demographics, social graphics, behavior, psychology, and geography.
• Commissioning, analyzing, and acting on market research - Price analysis, trend identification,
marketing plans, SWOT analysis reports, and location analysis reports are just a few examples of
what market research involves.
• Being aware of rivals' tactics and possible responses.
• Determining the best tactics to use.

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4.1 Examining the marketing roles and responsibilities at Cherish Biscuits
Company.
In the larger organizational context of Cherish Biscuits, marketing has special functions and
responsibilities. The major responsibility and purpose of marketing is to obtain and analyze
market data. Advertising enables knowledge about consumer demand and preferences related to
advertisements, among many other things, inside the context of the marketing records. Marketing
is very important while designing and developing a product. (Fernando, 2020)
Creating and Implementing Innovative Digital and Traditional Marketing Strategies: This role
entails conducting research and developing cutting-edge digital and conventional marketing
strategies to promote the company's goods and services. Making Promotional Materials: To raise
brand awareness, develop interesting promotional materials like brochures, posters, banners, and
other marketing assets. Managing Social Media Platforms: In this position, you'll be in charge of
Facebook, Instagram, Twitter, and YouTube accounts for the business, among other social media
platforms. Analyzing Market Trends: Examining customer behavior and current market trends to
improve marketing campaigns. Monitoring Competitors: Keeping tabs on rival businesses
operating in the same market, as well as their performance. Advertising Campaign Management
entails creating, tracking, and improving online and offline advertising campaigns. Supporting
Public Relations Efforts: Assisting with public relations efforts to ensure that the company's
products and services are accurately represented in the media. Collaboration with Sales Team:
Working with the sales team to develop effective sales strategies to ensure that sales goals are
met. Creating and Managing Budgets: Creating and managing marketing budgets, as well as
ensuring.

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5. How the marketing functions relates to the wider organizational context
in Cherish Biscuits
The larger organizational framework is strongly tied to the marketing activities of Cherish
Biscuits in Sri Lanka. Through marketing, a firm can better understand customer preferences and
wants and create plans to address those demands. The marketing team is in charge of designing
marketing strategy, coming up with promotional techniques, and generating sales through
various channels. It is also in charge of discovering new consumer segments and learning about
their requirements. The marketing department is also in charge of creating the company's brand
image and overseeing its online presence. Finally, the marketing team collaborates closely with
other divisions to guarantee that clients are satisfied and that the organization's goals are realized.

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6. The interrelationships between marketing and other functional units in
Cherish Biscuits
Cherish Biscuits' marketing and other functional units are closely linked. The Marketing
department is in charge of creating a strategy to promote the brand and raise awareness of its
products. They collaborate closely with other departments such as R&D, Production, Supply
Chain, and Sales & Distribution to ensure the brand is properly positioned and the biscuit
products are of the highest quality.
In order to develop new flavors and products that satisfy consumer tastes and needs, the
marketing team collaborates with the research and development team. To ensure that the items
are made effectively and economically, the production team collaborates with the marketing
team. The logistics of getting the right items to the right customers at the right time are managed
by the supply chain team. To ensure that the items are sold to the appropriate audiences and in
the appropriate locations, the Sales & Distribution team collaborates with the Marketing team.
Together, all of these operational components make sure Cherish Biscuits is a success in the Sri
Lankan market. A few examples are provided below,
 Marketing and Sales .
Developing the Cherish Biscuits brand includes marketing and sales. The business should
employ a variety of marketing techniques to connect with potential clients and boost sales.
1. Advertising: Promoting a brand's and its products through advertising is a successful strategy.
The business can make use of both traditional media, like print, radio, and television, as well as
digital media, like social media, SEO, and pay-per-click ads.

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2. Public Relations: Public relations is a crucial component of marketing that may be utilized to
forge connections with customers and foster a favorable perception of the business. The business
can utilize public relations to interact with clients and stakeholders, cultivate media contacts, and
provide interesting material that appeals to their target markets.
3. Social media marketing: Connecting with prospective customers on social media is a cost-
effective strategy to expand your clientele. The business can interact with customers and foster
brand loyalty by using social media sites like Facebook, Twitter, Instagram, and YouTube.
4. Promotions and Events: Holding promotions and events is a terrific approach to build brand
awareness and draw in new clients. The business may run advertisements using discounts,
freebies,
 Marketing and Human Resource Management
The marketing department has to communicate and cooperate with the HRM department to make
sure the necessary employee levels and skills are in place to accomplish production goals,
conduct market research and develop new product concept, and build an effective sales team
(Clark, 2016).
Marketing and human resource management should be integrated in the case of Cherish Biscuits
in Sri Lanka in order to enhance the company's success. The marketing team should concentrate
on creating a strong brand identity and increasing market visibility. The human resources team
should devise strategies to attract and retain talented employees, as well as to ensure that they
have been trained properly and motivated. Moreover, the human resource team must be involved
in developing an efficient reward system that encourages employees to perform better and
achieve the company's goals. Cherish Biscuits in Sri Lanka can build a successful and
sustainable business by integrating these two areas of management.
 Marketing and Production
The marketing department collaborates closely with the production team to ensure that adequate
R&D (research and development) is planned to meet current and future needs of customers. The

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items can be manufactured to the consumer's desired design and quality, and the amount of
orders generated by marketing can be met within the time frame (Clark, 2016).
In the production of Cherish biscuits, the marketing and production departments work closely
together. The marketing department conducts research and analysis to inform the production
department about market trends, what people want in a biscuit, and what product benefits they
value the most. This assists the production department in determining the most suitable
ingredients and production methods to use in order to produce the best product possible. The
production department then sends product samples to the marketing department so that they can
create advertising campaigns that effectively reach the target product. The two departments have
a mutually beneficial relationship that benefits both departments in the production of Cherish
biscuits. Audience and persuade them to buy the
 Marketing and IT Department
Cherish Biscuits' Marketing and IT Department in Sri Lanka is in charge of developing and
executing marketing strategies, creating advertising campaigns, and managing the company's
digital presence across multiple channels. They are also in charge of managing the company's
information technology infrastructure and systems, as well as developing new applications and
technologies to improve customer satisfaction and service.
6.1 Analyzing the interrelationships between marketing and other functional
units in Cherish Biscuits .
To ensure Cherish Biscuits success, marketing and other functional units must work
collaboratively. The marketing team is in charge of developing and implementing strategies and
plans to advertise the brand and drive sales. To ensure that their plans and strategies are effective
and efficient, they must work closely with other departments within the organization such as
finance, operations, research and development, and human resources.
The finance team is in charge of managing the company's financial resources and ensuring that
marketing budgets are allocated. They must collaborate closely with the marketing team to

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ensure that all marketing activities are cost-effective and that the marketing budget is
appropriately allocated.
Cherish Biscuits are manufactured and distributed by the operations team. They must collaborate
closely with the marketing team to ensure that the products are manufactured and distributed in
accordance with the marketing strategy.
The research and development team is in charge of creating new products and services. They
must collaborate closely with the marketing team to ensure that the products are developed in
accordance with the needs and preferences of the customers.
The human resources department is in charge of hiring, training, and retaining employees. They
must collaborate closely with the marketing team to ensure that employees are adequately trained
to carry out marketing plans and strategies.
7. Internal & External environment of the marketing function.
The marketing environment is a confluence of internal and external factors and forces that
influence a company's ability to build a relationship with and serve its customers. (Pahwa, 2016)
The marketing environment is a collection of internal and external factors that influence a
company's activities related to product promotion. Tracking the marketing environment assists a
company in avoiding potential threats, making sound business decisions, developing relevant
marketing campaigns, and allocating resources efficiently (N, 2015). Environmental factors are
classified into two categories; internal environment and external environment.
 Internal Environment - Internal marketing environments are made up of factors
that are under your control and have an impact on your marketing operations,
such as your organization's strengths, weaknesses, uniqueness, and competencies
(Udoagwu, 2006). These elements can be classified as the 5M's of the business.
Manpower, minutes, materials, machinery, and money are some examples.
 External Environment - The external marketing environment is made up of all
elements that are out of your company's control, such as governmental changes,
social, economic, and competitive influences. Your business and marketing team

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may maintain the course by defining and analyzing these components' changes
and trends, whether they are under your control or not. Micro and macro
marketing environments are two main categories that can be used to describe the
external marketing environment. (Udoagwu, 2006)
1. Micro Environment - The Company and its marketing operations are immediately
impacted by the micro environment in marketing. Customers, suppliers, business
partners, vendors, and even competitors are among the things it takes into account. To
some extent, micro environmental influences are under your control (Udoagwu, 2006).
2. Macro Environment - The macro marketing environment is a combination of all the
factors outside of your organization's control. These factors can be easily remembered by
using the PESTLE term, which stands for:
I. P: Political factors
II. E: Economic factors
III. S: Social and demographic factors
IV. T: Technological advancement factors
V. L: Legal and regulatory factors
VI. E: Environmental factors
These uncontrollable factors have the potential to have a significant negative impact on your
company's marketing efforts. Political changes, for instance, might have a significant impact on
how you can advertise and manage your company in some areas (Udoagwu, 2006).
7.1 Analyzing the internal & external environment of the marketing function in
Cherish Biscuits.
I. Internal Environment.
1. Organizational Structure: Cherish Biscuits' organizational structure for its marketing function
should be developed to match the needs of the business, with the marketing team in charge of
creating and implementing marketing strategies. Additionally, this structure must to be flexible
enough to adjust with the surroundings.
2. Resources: In order to carry out the marketing function effectively, resources like staff,
money, data, technology, and tools must be assigned.

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3. Policies and Procedures: Policies and procedures should be put in place to guarantee that the
marketing function complies with rules and standards set by the industry.
4. Culture: The marketing team's culture should promote cooperation, creativity, and innovation.
II. External Environment.
1. Regulatory Environment: To make sure that the marketing function complies with industry
norms and standards, the regulations needs to be watched carefully.
2. Market Trends: The marketing team must be aware of shifting consumer preferences in order
to modify the marketing mix.
3. Competitors: The marketing staff should be aware of what its rivals are doing and should be
able to spot ways to acquire an edge over them.
4. Technology: Technology can be employed to increase the effectiveness of client outreach and
the marketing function.

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8. Comparing different organizations on how they apply the marketing mix
to archive business objectives.
This section compares how different organizations use the marketing mix in the marketing
planning process to archive their business objectives. Cherish Biscuit's marketing mix was
compared to Munchee, Maliban, and Little Lion's marketing mix to see how they applied the
marketing mix and what results they got. Marketing managers primarily use the marketing mix
to analyze the current state of the market and develop a marketing strategy.
The marketing mix demonstrates Cherish Biscuit's objectives.
Names Goals Objectives
Cherish Biscuit
Cherish Biscuits' goals are to provide
high-quality biscuits at a reasonable
price so that people of all backgrounds
can enjoy them. In addition, the
company strives to be a good employer
by supporting causes such as education,
health, and environmental
conservation. They are also concerned
with providing a positive working
environment for their employees.
 To achieve long-term growth
and profitability through
efficient manufacturing
processes and innovative
marketing campaigns.
 To develop a strong brand
identity that is appealing to Sri
Lankan consumers.
 To provide a better customer
experience by using innovative
packaging and product designs.
 To diversify Cherish Biscuits'
product offering by adding new
flavors and product types.

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Munchee
Biscuits
 Produce a high-quality product
that adheres to international
standards.
 To offer a diverse range of
biscuits to meet the needs of Sri
Lankan consumers.
 To expand its distribution
network in order to reach more
customers.
 To achieve long-term growth
and profitability.
The primary objectives of Munchee
Biscuits Sri Lanka are to become the
leading provider of high-quality biscuits
and snacks in the region, to create an
enjoyable and rewarding experience for
customers, and to establish a strong
brand presence in the Sri Lankan
market.
Maliban Biscuit
The primary goal of Maliban Biscuits
Sri Lanka is to provide the highest
quality and most innovative products to
its customers. The company focuses on
using only the best ingredients and
manufacturing processes to ensure that
its products are of the highest
standards. Maliban Biscuits also strives
to provide its customers with the best
value for their money by offering
competitive prices and excellent
customer service. Additionally, the
company is committed to providing a
safe and healthy working environment
for its employees.
 To provide consumers in Sri
Lanka with high-quality, safe,
and nutritious biscuits.
 To raise brand awareness and
recognition in the local market.
 Expand sales and market share.
 Create and market innovative
products that meet the needs of
customers.
 To provide excellent customer
service and build long-term
customer relationships.
 Maintain a strong local industry
presence.
 To establish a profitable and
long-term business.
 To provide a great working
environment for our employees.

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Little Lion
Biscuit
 Create an international-standard
high-quality biscuit production
line.
 Create and market new biscuit
flavors that are exclusive to Sri
Lanka.
 Increase distribution and
availability of Little Lion
Biscuits in Sri Lanka.
 Raise Little Lion Biscuits brand
awareness in Sri Lanka.
 Develop an innovative
marketing campaign aimed at
the Sri Lankan market.
 Create and implement a
customer satisfaction-focused
customer service program.
The primary objectives of Little Lion
Biscuits in Sri Lanka are to become one
of the leading biscuit manufacturers in
the country. To achieve this, the
company aims to consistently produce
high-quality, affordable biscuits that
meet the needs of the Sri Lankan
consumers. The company also strives to
provide excellent customer service and
distribution services to ensure that its
products are widely available.
Additionally, the company seeks to
create a strong brand presence in the Sri
Lankan market through effective
marketing and promotional activities.
Finally, the company is committed to
creating a positive impact in the local
community by engaging in social
initiatives and supporting local
businesses.
Table 1Cherish Biscuit Objectives
9. Comparison of Cherish Biscuit's, Munchee, Maliban, and Little Lion
biscuit supermarkets on luxury & non-luxury goods using the marketing
mix of 4ps
Marketing
Mix Tools
Cherish Biscuit Munchee Maliban Little Lion
Product
Luxury goods
such as designer
clothing, high-end
electronics, high-
end jewelry, and
other luxury
items.
Non-luxury goods
such as groceries,
household items,
clothing, and
Munchee Biscuit is
a Sri Lankan biscuit
brand that comes in
both luxury and
non-luxury varieties.
Premium flavors
such as chocolate,
almond, and coconut
are available in the
luxury varieties,
while vanilla, honey,
Maliban
Biscuits are a
premium
quality, low-
cost product line
that comes in a
variety of
flavors and
sizes. The
company also
sells non-luxury
Lion Biscuit will
sell high-quality
biscuits, chocolates,
cakes, pastries, and
other confectionery.
Lion Biscuit will
sell a variety of low-
cost snacks and
treats, including
biscuits, chips,
cookies, and other

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other everyday
items.
and oat are available
in the non-luxury
varieties.
items such as
snacks, tea, and
other food
items.
packaged items.
Price
High prices that
reflect the quality
and exclusivity of
the products.
Reasonable prices
that are
competitive with
other retailers.
Munchee Biscuits
are priced
differently in Sri
Lankan
supermarkets
depending on the
variety. Because
they are considered
to be of greater
value, the luxury
varieties will be
slightly more
expensive than the
non-luxury varieties.
Maliban
Biscuits offers
competitive
prices on both
luxury and non-
luxury goods,
allowing
customers to
select the
product that best
meets their
needs.
Luxury Good: Lion
Biscuit will charge a
premium for its
products to reflect
the high quality of
its goods.
Non-luxury goods:
Lion Biscuit will
offer competitive
prices for its non-
luxury items to
remain competitive
in the market.
Place
Luxury
department stores,
specialty
boutiques, and
other upscale
establishments.
Supermarkets,
convenience
stores, and other
traditional retail
locations.
Munchee Biscuits
will be sold in Sri
Lanka supermarkets
via a well-
established
distribution network.
This will ensure that
the biscuits are
available in all of
the country's major
supermarkets.
The company
has a presence
in a variety of
supermarkets in
Sri Lanka,
allowing
customers to
easily access
their products.
Lion Biscuit will
concentrate on
placing its products
in high-end
supermarkets and
other retail outlets
in Sri Lanka.
Non-luxury goods:
Lion Biscuit will
concentrate on
selling its products
in Sri Lankan
supermarkets and
other retail outlets.
Promotion
High-end
promotional
campaigns that
target affluent
customers, such as
television and
magazine
advertising,
celebrity
endorsements, and
social media
campaigns.
Low-cost
promotional
Munchee Biscuits
will be promoted in
Sri Lankan
supermarkets in a
number of ways. In-
store promotions
such as point-of-sale
displays, as well as
online and print
advertisements, will
be included.
Maliban
Biscuits uses a
variety of
promotional
activities,
including
television and
print
advertisements,
as well as social
media and
online
marketing
campaigns, to
Lion Biscuit will
promote its luxury
goods through a
combination of
traditional media
and digital
marketing
techniques. This
will include print,
radio, television,
and social media
advertising.

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campaigns such as
coupons,
discounts, and
special offers.
reach their
target audience.
Table 2Marketing Mix of 4ps
10.Evaluating different strategies and tactics for achieving business
objectives.
Cherish Biscuit Sri Lanka's pricing strategy should prioritize providing value to its customers. To
increase sales, the company should consider offering competitive prices for its biscuits, as well
as discounts and promotions. In order to attract more customers, the company should also offer
special deals and bundles. To reach more customers, Cherish Biscuit Sri Lanka should focus on
expanding its distribution network. To make its products more accessible, the company should
consider partnering with local retailers, supermarkets, and convenience stores. Furthermore, the
company should think about opening its own online store to reach customers in other parts of the
country. Cherish Biscuit Sri Lanka's advertising strategy should focus on raising awareness of its
products. Ads on television, radio, and print media should be considered by the company.
Furthermore, the company should prioritize digital marketing by running campaigns on social
media and other online platforms. These campaigns should be created with the goal of engaging
customers and increasing brand loyalty.
The company using different tactics for achieving their business such as:
Implementing a Social Media Campaign: social media can be used to reach out to potential
customers and spread the word about Cherish Biscuit Sri Lanka. This could include setting up a
dedicated page on popular social media platforms like Facebook and Instagram and using it to
share brand-related content like product information, recipes, and promotions. Additionally, the
company could use paid social media advertising to broaden their reach.
Offering Promotional Deals and Discounts: Promoting deals and discounts can be an effective
way to attract new customers and increase sales. Offering discounts on specific products or a
coupon for a certain percentage off the total purchase amount could be examples of this. The
goal of these promotions is to incentivize customers to buy more of the product.
Creating a Loyalty Program: Another strategy for increasing sales is to create a loyalty
program. This could include rewarding customers who buy a certain amount of the product or
providing discounts to customers who buy on a regular basis. Additionally, the company could
provide special benefits to customers who remain loyal to the brand, such as free samples or
exclusive access to certain products.
Focus on Quality: When it comes to any product, quality is everything. Consumers are willing
to pay more for high-quality products, so Cherish Biscuit Sri Lanka must focus on producing
high-quality goods. This could include using high-quality ingredients, focusing on product
consistency, and ensuring compliance with safety and health regulations.

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Create Unique Flavors and Ideas: Customers are always looking for new and exciting flavors
and ideas. Developing new flavors and ideas for their biscuits could be an excellent way to
attract new customers. This could include developing seasonal flavors or introducing new
products.
11. Develop a media plan to support a marketing campaign for an organization
1. social media: To promote the marketing campaign for Cherish biscuits, make use of all social
media channels (Facebook, Twitter, Instagram, YouTube, LinkedIn, etc.). Engage the target
market by using imaginative imagery and material, such as entertaining films, competitions, and
giveaways.
2. Paid Advertising: Use paid advertising to increase exposure and reach. Post advertisements on
mediums including social media, digital, radio, and television. Make commercials that are unique
and appropriate for the target market.
3. Public Relations: To get the word out about the Cherish biscuits marketing campaign, use
public relations techniques including press releases, interviews, and media appearances.
4. Events and Promotions: Plan events and advertising campaigns to draw in the target audience.
Promote the product by holding events like sampling sessions, cooking classes, and product
demonstrations.
5. Influencer Marketing: Use celebrities to broaden your audience and raise your profile. Work
with influencers who have a sizable following and are relevant to the target market.
6. Content marketing: Produce compelling content for all digital platforms to help boost Cherish
cookies' marketing campaign. Make pertinent and useful articles, videos, graphics, and other
stuff.

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Conclusion
In conclusion, this document has explained the role of marketing and how it interacts with other
business units within an organization, as well as compared how different organizations use the
marketing mix to archive business objectives. I believe that the primary responsibilities of
marketing planning and process are to carry out the specific actions that I have covered in my
report about Cherish Biscuit marketing planning and process include marketing concepts,
marketing roles and responsibilities, marketing functions, and marketing mix. I expect you to be
well-versed in marketing strategy and implementation.

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References
Anon., 2016. cherishbiscuits.com. [Online]
Available at: http://cherishbiscuits.com/
[Accessed 27 01 2023].
Clark, P., 2016. IB Business Management HL. [Online]
Available at: https://guide.fariaedu.com/business-management-hl/unit-4-marketing/the-role-of-
marketing/marketing-and-its-relationship-with-other-business-functions-ao1
[Accessed 22 September 2022].
Fernando, S. R., 2020. Coursehero.com. [Online]
Available at: https://www.coursehero.com/file/75823144/Strategic-management-by-Shenal-
Fernando-3-finaldocx/
[Accessed 29 01 2023].
N, D., 2015. sendpulse.com. [Online]
Available at: https://sendpulse.com/support/glossary/marketing-environment

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[Accessed 29 01 2023].
Pahwa, A., 2016. feedough.com. [Online]
Available at: https://www.feedough.com/marketing-environment
[Accessed 29 01 2023].
Udoagwu, K., 2006. wrike.com. [Online]
[Accessed 29 01 2023].

UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 01
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 03
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 05
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 07
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 09
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 11
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UNIT 02: MARKETING PLANNING & PROCESS
ABDUL BAASITH
SLIDE 13
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