Marketing Essentials Report: Wilko's Marketing Mix and Strategies

This report provides an in-depth analysis of Wilko's marketing strategies, examining the key roles and responsibilities of the marketing function within the company. It covers product development, pricing, selling, promotion, management information systems, financing, and distribution of services. The report also explores the role of marketing in relation to the wider organizational context, including its interaction with human resources, finance, operations, research and development, and customer service. Furthermore, it includes a comparison of Wilko's marketing mix with that of Cadbury, focusing on product, price, place, and promotion strategies. The report aims to provide a comprehensive understanding of Wilko's marketing approach and its effectiveness in the retail market.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix in different organization.......................................................5
TASK 3............................................................................................................................................7
Covered in PPT...........................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a wider concept in organization which helps in advertising and promoting
its products in marketplace. It is an effective function as well as process to increase the
customers demands by providing, delivering and exchanging their quality goods and service in
order to achieve satisfaction by them. Marketing process used by the company to create large
number of customers toward its products and capture market share from its rival. It is not only
selling and buying process but also defining customers needs and demand in various way.
Through promotional activities company easily increase awareness in customers mind and also
reach to its target customers (Lipsman and et.al., 2012). According to American marketing
association, it an effective combination of various types of activities which assist in developing
customers demand and provide values products to get higher satisfaction by them. Present
reports is based on Wilkinson, it is a retail company which provide household production to its
customers. They focus on customers satisfaction by providing quality products to them. This
reports is define that how Wilko use marketing mix to increase number of customers and its
demand as well. Various roles and responsibilities of marketing function is also mentioned in
this assignment. Marketing plan is also undertake as well as create by marketing manager to
achieve organizational goals and objectives in appropriate manner.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is an essential process as well as function of the Wilko which define various
activities to influence the customers demand and satisfy their needs by providing quality
products. For this various type of promotional tools used by the company to attract more and
more customers toward its products and service which offering by the company. The main and
important function of marketing function is to create customers need in order to achieve
profitability in appropriate manner. There are some roles and responsibilities of marketing
function of Wilkinson's which are as follows: Product development: Goods are essential which provide to customers in order to satisfy
needs and demands. It is important responsibility of manager of the Wilko to ad new
variety of products in their operational activities (Mihart, 2012). For this product
development is also an important for the company to attract large number of customers
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by adding new features in their existing products. One of the main concept of this
function is to introduce new and innovative products to its customers which assist
capturing large market share and get higher profitability in market. Pricing of product: It is more important function of the Wilko to set right price of its
products and service. The manager of the company tries to best price so that they invite
as well as attract more and more customers toward its products. Setting effective price is
more important for the company because it aid in capturing competitive advantage in
aggressive market. Selling of products: It is an important and final activity to offer quality products to end
users by giving monetary term. Using effective process of delivering quality products to
its customers is main and important responsibility of manager of the Wilko (Pike, 2015) .
They focus on customers convenience so that they provide their products nearest store of
the customers. It aid in satisfying customers needs and demand in appropriate manner. Promotion: It is an effective process to promote awareness of the products in customers
mind. Wilko use various promotional activities to provide relevant information about its
products and service which help in attracting large number of customers in order to
increase overall profitability of the company. Promotional activities create the customers
to buy products and service in order to satisfying their needs. Management information system: In Wilko MIS is more effective to collect and store all
the information about customers and market trends. Manager of the company undertake
various research to identify current market trends and customers preference about the
products and service so that they easily take better decision for its future activities. It is
an systematic activities which is used by the manager to update regular reposts of the
company. Financing: Proper fund is very important for the company because it aid in performing
all the activities in effective manner. In absence of fund manager of the Wilko can not
able to execute their business activities and also fails in achieving its objectives. So that it
is main responsibility of manager to make final budget to reduce all the obstacles in
effective way and achieve better end results (Siricharoen, 2013) .
 Distribution of services: It is a place where services are available for the customers.
Marketing manager of the Wilko use effective as well as best distribution channels to
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increase sale of company and also provide convenient place to its customers so that they
can easily buy products. It contribute in profitability of the company in effective way so
that its is also important responsibility of market function.
Role of marketing
Marketing play important role in setting strong relationship within customers and
organization. It is an effective process as well as activity which h affect overall performance of
the company. It promote organization mission by using various promotional activities which
helps in increasing awareness at market and customers mind. It define various roles and
responsibilities of marketing function which discussed in bellow:
 Identification of brand.
 Manage all the promotional activities effectively so that firm easily attract large number
of customers.
 Better communication with customers and suppliers.
 Undertake all the important research to identify the customers taste and preferences.
 Evaluate all the process which is used by the competitors in their activities.
 Maintain coordination among organizational activities (The role of the marketing
function, 2017).
 Effectively manage organizational budget.
 Effective use of promotional tools to increase overall sale of the company.
 Communicate important information about market trends and customers taste with
operational department as well as staff members.
 Offer and deliver quality products at affordable cost to its customers to get higher
satisfaction.
P2 Roles and responsibilities of marketing relate to the wider organizational context
Marketing is an activity which include communication, promoting, offering, exchanging
and identifying customers needs and demand. In marketing process involve various task which
performed by the different department (Brassington and Pettitt, 2013). All are inter-related with
each other without these department marketing can not execute their task in business. It affect the
overall performance of the Wilko so that it is important responsibility of manager of the
company to understand process about the whole departments. With the help of this manager
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easily perform their task in effective manner. There are some points which helps in
understanding better relationship with roles and responsibility of market which are as follows: Marketing with human resources management: Coordination among various marketing
activities with other activities is more important for the Wilko to achieve higher success
at marketplace (Fırat, 2013). It is more important for manager of the company to compare
their marketing activities to other HR activities because every firm is depend on their
employees. They are essentials asses of the company who contribute in making final
products for its customers so that provide better training for them is effective. With the
help of best training they make innovative products according to customers preferences
and get higher satisfaction by them. Marketing with financial function: In Wilko organizational process the main
responsibility of finance department is to evaluate as well as identify requirement of the
fund in business activities so that they easily execute their operation in proper way. So
that it is essential to maintain better coordination among marketing and financial
department so that they execute their activities and provide better products to its
customers (Gertner, 2011). Operational function with marketing department: According to marketing department
of the organization they undertake all the researches to identify customers needs and
wants after that operational division produce final products to its customers. For this it
should be coordinate with in these activities Wilko can achieve positive results by
providing specific products to satisfy customers needs. Marketing department with research and development function: This department
allows to company to identify the amount of investing in requires field. Effective research
and development assist in improving the products and services (Lamb, Hair and
McDaniel, 2011). Marketing department define various information to this function in
order to make and offer innovative products and service to get better satisfaction. Marketing with customers service: The main and important focus of marketing is
customers satisfaction by providing quality services (Hamilton, 2011). For this they sale
directly to its customers and ensure that all the products are effective to satisfy their
needs in effective manner.
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 Marketing with IT department: Wilko use various new and innovative techniques to
collect and store all relevant information which assist in marketing department. It include
various tools and techniques to provide better opportunities to use online promotion
which increase the sale of the company (Hauer, 2011).
All these roles and responsibilities are inter-related to the marketing which assist in
achieving long term and short term goals in appropriate time period. Effective coordination helps
in company to capture large market share form its customers and take competitive advantage in
marketplace.
TASK 2
P3 Comparison of marketing mix in different organization
Marketing mix is an effective concept which include seven elements like product, price,
place, promotion, process, people and physical process. This concept used by the Wilko to
increase the sale volume by offering quality products at marketplace (Jones and Rowley, 2011).
It helps in capturing large market share and also define organizational purpose in appropriate
manner. Marketing mix combination of factors which is controllable by the Wilko to increase the
customers demand and influence to buy the products. It also assist in identifying needs of the
customers towards products and services. All these are essential for different company and their
comparison are as follows:
Basis Wilkinson's Cadbury
Product They provide household products to
its customers to solve all the issue
which is faced in home. Company has
positive brand image in marketplace
so that its products are also trusted by
the customers.
It is very famous company which
make chocolates and provide its
customers. They has diversified
rage of products which offer in the
marketplace. The company changed
in their products according to the
season (Joshi, 2012).
Price This company use penetration pricing
strategy which assist in attract more
and more customers by offering its
products at lower price. They also sell
This company set their prose
according to the quality and
quantity of the products. It always
sell their products as per size and
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their products at premium price so
that they able to target both category
of customers in the market.
packet of the chocolate.
Place Wilko serving their products more
than 250 locations which assist in
growth of the company. It is also use
online market to increase their overall
sales and capture large market share.
This company products are
available in many countries because
it is one of the popular brand that
produce as well as make
chocolates.
Promotion This company use various advertising
activities which assist n determinative
the customers demand (Katengeza,
Okello and Jambo, 2011). They use
TV, and print media to promote their
products which aid in influencing the
prime customers needs.
It also use advertising process to
introduce about their new products
and also connect with emotional
feeling in order to increase the
consumption of the products.
People Company having more than 20000
employee in their process. All these
assist in offering and managing all the
process in business in appropriate
manner.
In this company they also involve
experienced people which manage
all the activities in organization to
achieve the higher success. They
able to use 70175 peoples in
appropriate manner and get positive
end results in effective manner.
Process Wilko use effective process and also
do update on regular basis in order to
increase efficiency in their activities.
For example they easily adopted in
their supply chain process which
assist in improving the overall
performance as well as its efficiency.
This company focus on their core
process so that they produce quality
chocolates to its customers
(Kennedy and Parsons, 2014).
Physical evidence Wilko store their products and and This company sell their products
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provide final products to its
customers in appropriate manner and
also generate more profits
(Kongstvedt, 2012).
and service in various countries.
And also use effective process to
increase their sale volume in
appropriate manner.
TASK 3
Covered in PPT
CONCLUSION
From the above mentioned report, it can be concluded that marketing is very essentials
process for Wilko to invite as well as attract large number of customers toward its products and
service. Marketing function of business helps in achieving competitive advantage in market. On
the other hand marketing mix is an effective tools which is used by the company to control all
the factors that can hamper on the ability of the company so that they aid to take better place in
competitive market. Last but not least marketing plan is also an important which is prepaid by
the company to achieving organizational goals and objectives in appropriate manner.
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REFERENCES
Books and journals
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
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process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
Hauer, C., 2011. Marketing in the digital age. Editors' Bulletin. 7(3). pp.77-79.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Katengeza, S. P., Okello, J. J. and Jambo, N., 2011. Use of mobile phone technology in
agricultural marketing: The case of smallholder farmers in Malawi. International
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Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
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Kongstvedt, P. R., 2012. Essentials of managed health care. Jones & Bartlett Publishers.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lipsman, A., Mudd, G., Rich, M. and Bruich, S., 2012. The power of “Like”. Journal of
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Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
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Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Siricharoen, W. V., 2013. Infographics: an approach of innovative communication tool for e-
entrepreneurship marketing. International Journal of E-Entrepreneurship and
Innovation (IJEEI). 4(2). pp.54-71.
Online
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through.<http://businesscasestudies.co.uk/red-bull/engaging-consumers-through-word-
of-mouth-marketing/the-role-of-the-marketing-function.html>. [Accessed on 25th
September 2017].
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