Marketing Essentials: Wilkinson Company, Marketing Mix and Strategy

This report provides a comprehensive analysis of marketing essentials, focusing on the structure of marketing departments, the roles of marketing managers, and the integration of marketing functions within a business context. It explores the external business environment, key attributes of successful marketing strategic plans, and the interlinkages between marketing and other operational departments. The report delves into the 7Ps of the marketing mix, examines business rivalries, and outlines tactical plans for achieving marketing objectives. Through the lens of the Wilkinson company, the report illustrates practical applications of marketing concepts, including market segmentation, targeting, and positioning, with the goal of developing profitable marketing strategies and enhancing overall business performance. The analysis highlights the significance of departmental coordination, communication, and the development of customer-centric marketing approaches to drive sales and market share.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Structure of marketing department and the role of an marketing manger and leaders in
workplace...............................................................................................................................3
M1. Function of marketing function in relation with the wider context of external business
environment............................................................................................................................5
D1 Key attributes to the success of marketing strategic plans...............................................5
P2. Interlink the marketing functions with that of other operations of company at wider
context....................................................................................................................................6
M2. Significance between the interconnection of marketing and other functional departments.
................................................................................................................................................7
TASK 2............................................................................................................................................8
P3. 7P's of marketing mix followed by the business rivalries...............................................8
M3. Tactical plan devised by business firm to attain defined objectives............................15
D2: Devising a profitable marketing plan............................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the concept of carrying out various types of activities related with exchange
of products and services in return of some benefits. The marketing concepts starts with analysing
the identification process to access the needs of customers then developing an effective plan
working in relationship with operational department and promote the developed product in
marketplace to gain higher sales and contribute in increased profitability of the firm. Marketing
mix
Wilkinson company is engaged in delivering services to the personal care sector
(Wilkinson, A. L and et. al., 2016). The cony is having various product line related with men
grooming products involving shaver cream, razor, blades etc. The closet rivalry of the company
is Gillett with whom the brand is continuously struggling to gain competitive advantage over its
competitors.
In this particular report the various roles of marketing are accessed along with defining
the relations between different functional department of the organisation. This report also studies
about the marketing mix elements develops in order to achieve sales targets as well as gaining
competitive advantage in marketplace to enhance the profitability of the firm.
TASK 1
P1. Structure of marketing department and the role of an marketing manger and leaders in
workplace.
Marketing concepts involves the exchange if products with the some profitable benefits to
the firm. The CYM process of marketing can be defined as identifying the needs of customers
followed by anticipating these desires with marketplace and the customers. Then satisfy all the
desires of customers through producing a compatible product and develop a profit value for the
firm.
AMA definition of Marketing states that this is an action plan or procedure of creating,
interacting and delivering various exchange offerings which creates value for the customers and
the business both which is developed by the American Marketing Association (AMA). The
values are created by for both society, partner and clients and business too (Wilkinson, 2011)
(Wilkinson, 2016).

While Kotler marketing definition states that is art of science and exploring the
satisfying needs of target market and creating and delivering value for the higher satisfaction
level of the customers and contribute to profitability of the business. This also helps in measuring
and qualifying the market size and profit making ability of the target market.
The production concept of me renting states that the company is focusing on standards
and quality of the products. The Wilkinson swords is continuously engaged in responding
actively towards the product concept of marketing. This particular concepts emphasis on the
needs of target customer and their expectations with from the brand product. The societal
orientation of marketing stared that company is engaged in developing various promotional
strategies as per the needs and wants of the customer along with keeping their concerns about
social values and ethics. The company develops social oriented marketing plan in which
develops values for both the business and customer too.
The various market functions contribute some responsibilities towards the goals of the
business which are as follows:
Point out contract with customers: The marketing is having roles towards the customers
and client for which company is delivering services. Like for example the Marketing department
of Wilkinson swords is responsible in finding out the target market which can be potential
consumer of the brand. The marketing department of business helps in pointing out all the
contract made with the customers of brand to deliver their services effectively.
Engine profit are realised: The marketing functions of an business organisation also
contribute in increasing the profit of sales. The increased sales figure determines the new profits
made by the business firm in the commercial business. The profits are shared with the other
functional department of organisation to accomplish future goals of Wilkinson swords of growth
and expansion.
Increased the market shares: The marketing department plays important role in
increasing the marketing shares to large extent. Like for example the Wilkinson company is
engaged in increasing the profitability of the firm through developing good promotion strategies
to contribute in increasing the market shares of the firm in global market (Matheson Wilkinson,
and Gilhooly 2012).
New products and services: This also helps in designing new products and the services to
contribute in goals of the firm and helps in satisfying the needs of customers effectively.

Wilkinson company is continuously engaged in carry out various survey related with market
trends. These marketing trends helps in identifying various need so the customers and clients and
add on in features of the company to increase the efficiency of products to satisfy needs of the
clients.
Sharpen channel members to increase volumes: The marketing department also
contribute in sharpening the channel members. The Wilkinson marketing department is actively
responding towards the aim to sharpen the channel members in order to increase the market
shares as well as numbers if customer. The company channel members will contribute in
enhancing the overall volume increment.
M1. Function of marketing function in relation with the wider context of external business
environment.
The marketing department of the organisation plays some role in accessing the internal and
external environment as well. This will contribute in identifying the competence of the company
in order to react as per the compatibility of business firm with the external environment
opportunities. The company accesses the various external factors like political, legal,
environmental, technology, social and economic aspects of commercial aspects which may
influence the internal functionality of firm to large extent. The company have to act actively
towards changing legal and political policies and instabilities, effectively react towards
fluctuating economic in order to manage continuous sales of the firm (Hanak and et. al., 2012).
While SWOT analysis helps in identifying the strength, weaknesses and various opportunities
and threats in the marketplace. This helps in developing effective strategies in order to increase
efficiency of the marketing department. The porter's five forces model helps in accessing the
marketplace at larger extent and identification of the abilities of its rivalries, bargain power of
customers as well as seller. This also helps in accessing the effect of substitute products and the
threats from new entrants in marketplace. Al these contribute in developing effective marketing
strategies in market to contribute in accomplishing goals of Wilkinson swords.
D1 Key attributes to the success of marketing strategic plans.
In order to make effective marketing planning there are various essentials aspects are
need to be considered such as: segmentation which company is trying to offer its own products
and services to relevant customers. The other one is related with targeting and positioning in
according to the demand of particular segment products are determine. Perfect marketing

strategies are effectively used to attain future objectives of an organisation. More positive
promotional strategies are need to be use so that maximum customers can attract towards their
products.
P2. Interlink the marketing functions with that of other operations of company at wider context.
Wilkinson sword is company actively dealing with personal care products for men like
razor or shaving cream. Quattro Titanium razor is a product which makes shaving so convenient
for user and their less than no chances of any cut on the face. It is easy to use for even first time
user too. As like any other company it too had different departments for handling the production
to the marketing or selling of product which may be assembly line management or whether it is
human resource, marketing, finance etc. Although each department work differently according to
their mastery but for the same cause and on one platform they had common water that is
expansion of business (Wilkinson, I. F., 2013). The function of any department like marketing
are linked and should be linked with other departments of company in order to have coordination
and participation of people to achieve their target. Relationship between different departments
with Marketing department are given below.
Service line
 The main work of Marketing department is to carry out surveys in market which helps us
to know the demand of product by the users and can manufacture the quantity of product
according to the demand. Moreover it helps us to know what is the reason behind the
product to be popular and most demanded.
 Marketing helps with its survey to know that where the company is lacking and need
improvement. By the survey of Marketing department we also get to know the number of different types
of customers like the loyal customers existing customers and prospective users.
Finance department
 The Finance Department plays a very important role in managing the price of products
and budgeting the cost of different activities. Marketing department is also linked with finance department as it enhance the sales of
product which in turn contribute the funds of company and helps in the growth of
company.
Human Resource Department

 Human Resource Department also plays a different role for the company as it trains
workforce to make more and more use of labour prominently and effectively
collaborating with Marketing department help them to execute functions of selling and
marketing of product and use their skills for company (Hanak and et. al., 2012). This department integrate with function of marketing to control the cost for the employee
facilities provided in different process of marketing like personal seller, transportation
etc.
Operational department:
 The operational department of frim should be linked with marketing department in order
to design a product which is ability to access all needs of consumers.
 Market survey will helps in identifying various needs and expectation of the customers
which will contribute in developing effective modification in the product design so that
this can accomplish all desires of customers.
 Wilkinson developed an integration in the product development functions with the
marketing team in order to work as per the changing needs of marketplace as well as the
requirement of customers of company.
 The Quattro titanium develop by operational department functions in integration with
market survey research in order to develop product with having all features required by a
men customer to get smooth and clean shave.
M2. Significance between the interconnection of marketing and other functional departments.
The company should develop a positive interaction within various department of or
organisation. This largely feedback the effective functioning of the firm. As all needs of different
functional department should be communicated with others department so that they can work in
business environment with higher effectiveness. The different segments of business frim like
marketing, human resources, finance and operational functions should be integrated and
coordinated as per the needs of the company goals. The firm like Wilkinson is continuously
engaged in developing good communication system between different functional sector of
business frim in order to accomplish all needs of various operation effectively and can contribute
in increased profitability of the firm. The integration of person department with marketing helps
in developing a product as per requirement of external marketplace trends and changing needs of
customers. This largely influence the profit margin of frim by interpreting with existing sales

figure of firm (Ellis, K. K and et. al., 2014). There is a significant role of relationship between
various department of organisation department like interrelationship between the human
resources and finance department with the Marketing operation of Wilkinson helps in working
with motivated workforces and contribute in positive return over the investment budget.
TASK 2
P3. 7P's of marketing mix followed by the business rivalries.
Marketing mix are the strategies which largely contribute in developing an efficient
promotional plan through using all the competency levels of business in order to promote the
products of firm in more efficient manner. The different business are increasing their product
line through defining their Market mix efficiency and promoting their products in marketplace.
The company should responsible while defining various elements of the marketing mix in order
to enhanced the positive outcomes of developed action plan. In this particular comparison
between marketing mix element to Wilkinson swords and Gillett are chosen in order to develop
some similarities and variances in business action plan to achieves the targets of company
growth in marketplace. This particular strategy of marketing mix also helps gaining competitive
advantage in marketplace one over the other rivalry. The power to attracts large numbers of
customer will determines the efficiency of marketing mix in contributing higher profitability of
the firm. The comparison between two rivalries Wilkinson and Gillett is carried out below in
order to access their competence in attracting large numbers of customers towards their products.
Marketing Mix elements defining level of competence of Wilkinson Swords: This
specific company is dealing a wide range of men’s grooming products. The company is owned
by Edgweell personal care. The company was founded in 1972 in London. The company was
engaged in producing motor cycle in market but company fails to succeed. The business comes
with new range of products which is stainless steel razor (Merridew and Wilkinson, 2010). The
company is going well in global markets also and producing large numbers of profit through
developing effective promotional plan in marketplace. The 7 P’s elements of the marketing mix
followed by Wilkinson Sword to promote their grooming products are as follows:
Product: The products is the offering of an business to its target market. The Wilkinson
swords is offering a wide range of grooming products in dealing with personal care product line.
The company is focusing in developing a good quality razor which gives a smooth and safe

shave to men. This well results in higher satisfaction of customers and developed higher brand
loyalty in conversion of existing customers. This particular aspects of the marketing mix largely
contribute in the enhancing the sales figure of the firm in many folds (Barry and Wilkinson,
2011)4. The products of the company can be both tangible or intangible (services). Both the
products are determining factors efficiency of Wilkinson in the business environment. Recent
launches of the company is quarto Titanium body razor which product a safe way of removal
hair from front, bask, from nuts to the bolt.
Illustration 1 Wilkinson Sword Quattro Titanium Precision Razor. 2017
Source 1 Wilkinson Sword Quattro Titanium Precision Razor. 2017
Price: The company should be responsibly active in developing pricing strategies of
different features designing on the target group and the features of the product. The company
also access the its motors prevailing strategies in order to act responsibly in the marketplace.
This particular elements of marketing mix largely influences the sales of products for the prices
in target markets. The company product Quattro is havening comparable prices in the market
with that of its another rivalries in order to develop a positive competition in marketplace
(Wilkinson, 2014). The price of any products o Wilkinson should be in affordable range of the
potential consumers in order to develop a large customer base for company contributing in
higher sales figures of the firm.
Place: The places or the location where the company is targeting to sell out through
products in marketplace. This can be defined as a virtual physical places where the products of

company are available like online stores physical and retail stores, other shops, company stores
sales etc. The company should be effective in while selecting the place to sell out the products in
marketplace. Like for example the company targets its business in London note dealing in more
than approximately 122 countries. While in order to promote the Quattro Wilkinson developed
an online store in order to sell their products over the time of inherent greeting accessed by large
customers base and delving huge sized potential market of Quarto titanium men razor.
Promotion: The company Wilkinson should be actively involved in developing the
content of the message which is to be delivered through various operational departments.
riches. As the effective and attractive message content largely influence the production and
moods of the people and get ready to make reaches for the products. The company engaged
responsibly in developing promotional advertisement for the Quattro titanium in marketplace.
The company developed a video which describes to remove hair from front, back and from nuts
to bolt of man body. The agenda of firm to promote their product with tagline feels free. This
largely contribute in the profitability of the firm by gaining higher sales in marketplace through
attractive content of message.
People: This is the another aspects of the marketing mix largely affects the profit and
connection of buyers and customers towards brand manage as well as services and products of
business firm. The company should be working with motivated and passionate workforce in
order to develop better satisfactory services to their clients and developing competitive
advantage in marketplace. This will largely contribute in increasing the profitability of frim
through people and skilled workforces working for the profitability of the firm and able to attract
large numbers of courtiers. The action an nature of people working with the Wilkinson should
respects the vision of firm and as well working culture in order to provide trust worthy
environment to client towards company.
Process: The process followed by the Wilkinson defined that the path followed by the
business firms targeting from accessing needs of people in marketplace to eating worth delivery
of desired product to the client. This process helps in increasing in accessibility of customers.
Like for instance the one sources can be beneficial process to provide services by developing
lees reforms from client. This can be evidenced through delivering brand products to the person
at time of delivery on time. So, the process should be profitability in following simple and easy

process which can be understood by people early and make them able to purchase and business
providers from marketable (Samli and Wilkinson, 2015).
Physical Evidence: This is physical infrastructure or logo which reflect about the
originality of the products. As services provided by an company is not tangible and cannot be
evidenced. So these services are evidenced through the particular element of marketing mix. The
company have to provide some authentication or proof to their services delivery. Though these
physical evidences like company logo, infrastructure, identity card, invoices, letter head, uniform
an person can judge about the services and the service provider company. Ike for instance the
logo of Wilkinson Sword will attractive the responsibly of Quattro titanium razor distinguishing
it from other fake products in the marketplace.
Marketing mix of Gillett: The company is dealing in same sector as of Wilkinson Swords
acting a close rivalry. The company is also engaged in delivering various products to the global
marketable. The company is selling out new range of products like razor, shaving cream, blades
etc. This respective business is also dealing in personal care range through grooming products
for men and women both. The companies is also acting confidently towards the strategic plans of
its rivalries like Wilkinson’s in marketplace to develop a polices communicating environment.
This respective business firm is developing effective marketing mix plan in order to reach all the
sales objectives of organisation effectively. The various elements of marketing mix are discussed
below which are develop in order to promote their product line target marketplace.
Product: Wide ranging of products of Gillett are like men’s an when razor with different
satisfaction and blades designs, Company is largely focusing on the quality and designs of the
products in order to prove them smooth and safe shave to user. The Mach 3 product of the Gillett
is direct rivalry product of Wilkinson Quattro Titanium razor (Layton, 2011). The company also
concluded that the various country legislation are breached by the Wilkinson in marketplace
which restrict in legal complication of the brand and also sales of the plaintiff brand decrease in
many folds that affects its brand value to large extent. So, the both companies are develop an
intense and close competition with each other.