Developing a Marketing Plan to Support a Campaign for an Organization

This project provides a detailed marketing plan for an organization, focusing on supporting a marketing campaign and meeting marketing objectives. It explores the impact of shopper navigation, customer relationship management (CRM), campaign management, marketing and promotional materials, social media management, internal communication, and market research. The plan includes a comparative analysis of marketing practices at Tesco and Marks & Spencer, covering price, place, and promotion strategies. A SMART objective is defined for Tesco's Cottage Pie, followed by a PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors. The plan incorporates a holistic marketing strategy, tactical actions like discounts, and methods for measuring return on marketing investment (ROMI) and customer lifetime value (CLV). The importance of creative content and targeted media plans, particularly using Instagram and YouTube, is emphasized for effective marketing.

This project will be providing the marketing plan for the organization to meet the marketing objectives.
This project will also develop a marketing plan for supporting a marketing campaign for an organization.
Impact of shopper Navigation :
With the help of marketing practices the supermarkets are able to guide the customers towards the
products.

This is helpful for the retailers like Tesco to influences the customers towards buying the products that
they want (Huang and Rust, 2021).
Focus on customers relationship management :
The CRM is the factor which is considered to be the one that has been influenced with the
development of data bases that helps the target customers based on their product preferences,
expenditure and more.

Conducting campaign management for marketing initiative :
The marketing being proactive is considered to be effective for the identification of the products
and services for focusing on the course of the sales cycle and the products materials and communication
t the market (Tien, Phu and Chi, 2019).
Producing marketing and promotional materials :
The role of marketing department is considered to be the focus of creating materials which are
described as the promotion of the core products and services which are needed to be kept up-to-date
for the products and services that are involved in the organization.
Monitoring and managing social media :
The marketing of the organization has been considered to be the key towards the management
and maintaining of social media pages. With the help of marketing the management of the accounts has
been considered to be carefully that is being posted.
Producing internal communication :
The employees of the organization need to understand the company values, goals and its
priorities for making the business responsible for the employee communication through a newsletter for
intranet.
Conducting market research :
Research is helpful for the definition of target market and opportunities that helps in
understanding the products and services that are perceived.

Development of a cost benefit marketing campaign is very difficult. The success of the marketing
campaign is always at risk if not carefully researched (Rangaswamy and et.al., 2020.
The scale of operations for Tesco is much higher than that of the Marks & Spencer's therefore the
customers which visit the supermarket in Tesco are more likely to get more options in terms of fashion
products.
M&S on the other hand is known for its quality and style which makes it the favourite of the customers
in UK comparatively (Lim, 2021). Both these organizations use their products for the marketing by
showing of their quality and value to money.
Price :
In the UK market of fashion both these organizations show tough competition to each other and
other competitors. Tesco's strategy has always been to be more cost effective as a retailer. This has
allowed this organization to keep its products prices the lowest in the market. This gives Tesco a
competitive advantage over the other companies in which it is able to attract the customers with low
income and provide them fashion products with cheaper rates. However, M&S on the other hand has
higher prices to their fashion products but the quality of their products is also better to meet their
prices. There are customers which believe that the products of M&S have the value to their price.
Place :
Tesco being the 3rd largest retailer in UK has lots of supermarkets and with large number of
products. This company has made sure that it is able to reach the customers very effectively through the
number of retail stores and supermarkets of different size. This also allows the company to strategical
position the fashion products according the places and culture. Mark & Spencer in comparison to Tesco
simply does not have the same reach. This shows the effectiveness of the place used as marketing

practices (Blut, Teller and Floh, 2018). M&S has been very successful in adapting to the online forms of
marketing which influences the growth of the organization. Tesco also has online platforms for the
customers to use for but comparatively M&S is able to gain the competitive advantage in the online
operations.
Promotions :
The focus of Tesco in the promotions is considered to be very effective for developing marketing
practices. However, it has been noticed that being a large organization Tesco has adopted to a more
traditional ways for attracting the customers. These methods include advertising through television ads,
newspapers, magazines and billboards. This company has also used social media in some context for
their marketing. On the other hand M&S has been very successful with its promotions on the digital
platforms. Being able to recognize the current trends and digital technology M&S has been able to
utilize digital marketing practices for the promotions of their products and services. With the help of SEO
and social media marketing the company has been able to develop strategic growth.

(Al Badi, 2018).
Corporate strategy :
The implementation of an integrated campaign of marketing is going to help the organization in
accessing the content, programs and tactics for the publications of the marketing calendar. The focus of
this business is to create a marketing plan for guiding the use of company resources to be effective in
the marketing practices (Han and et.al., 2019).

SMART Objectives :
Specific : To capture the majority of the market share of Cottage Pie in the food sector of UK.
Measurable : To increase the sales of the Cottage Pie by 20%.
Achievable : To gain positive feedbacks from the customers which consume Cottage pie.
Realistic : To maintain the consistency of quality and sales of this product.
Timely : To achieve the goals of the Tesco for Cottage Pie in a year.
Market research :
This product is one of the traditional products of UK and has been known for being a very loved
by the people of UK. This is one of the key essential of their daily diet. Hence, the aim of Tesco is to
provide ready-made Cottage Pie that can be consumed with after being heated moderately.
PESTLE Analysis :
Political-The influence of the government rules and regulations related to the packed food can affect the
product of Cottage pie in the market.
Economic- The economic stability of UK influences the inflation, employability and other factors
that can influence operations of the organization.
Social-The social trends towards the Cottage pie can influence the increase of sale and also affect the
marketing of this product (Brioso and Borbon, 2022).
Technological-With the help of new technology this organization can use new ways of introducing
technology in the organization.

Legal-Changes in the laws can impact the growth of the business which influences the business to
strategies to achieve the results.
Environmental-The environmental affects of this dish can influence the marketing and boost or destroy
its significance (Sahir and Rosmawati, 2020). .
New product value Proposition :
This products have the features as a type of savory pie. This is made up of Minced meat hence
has high protein content. In this, meat is mashed or has sliced potato on top (Mum’s Traditional Cottage
Pie, 2022).
Marketing strategies to extended marketing mix :
This marketing campaign will be using the Holistic marketing strategy for influencing its
marketing mix.

Tactical Actions:
With the help of offering discounts on the products also the organization can influence the
marketing and impact its promotions.
ROMI :
The return of the marketing investment that will be made by this organization will be in the
form of increased sales in the organization. Hence, the amount of spendings needs to be divided by the
marketing risk that is invested or risked.
CLV :
The efficiency of the marketing plan can be measured with the help of customer lifetime value.
This is total worth of business of a customers over the whole period of their relationship.

Focusing on the ways of communicating with the customers that will require points of differentiations
(Moreno and et.al., 2021). Providing the customer's knowledge about the quality of the product.
Creative posts, videos and images will help in driving traffic to the product's e-commerce site.

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

They will use the media channels and tools efficiently to promote the Cottage pie (How to Plan a Media
Budget, 2021).

Han, Y., and et.al., 2019. Robust consensus models based on minimum cost with an application to
marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4). pp.5655-5668.
Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing. Journal
of the Academy of Marketing Science. 49(1). pp.30-50.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization,
taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science. 49(1). pp.51-70.

Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Moreno, M.A., and et.al., 2021. Effect of a Family Media Use Plan on Media Rule Engagement Among
Adolescents: A Randomized Clinical Trial. JAMA pediatrics. 175(4). pp.351-358.
Rangaswamy, A., and et.al., 2020. The role of marketing in digital business platforms. Journal of
Interactive Marketing. 51. pp.72-90.
Sahir, S.H. and Rosmawati, R., 2020. Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop
Business. Management Analysis Journal. 9(4). pp.459-466.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international business
strategy. International Journal of Research in Marketing Management and Sales. 1(2). pp.134-138.
Online
How to Plan a Media Budget, 2021[Online]. Available through:
<https://www.bionic-ads.com/2018/03/how-to-plan-a-media-budget/>
Mum’s Traditional Cottage Pie, 2022[Online]. Available through:
<https://www.dontgobaconmyheart.co.uk/traditional-cottage-pie/>