Luxury Non-Food Items: Marketing Concept and Extended Marketing Mix

This report provides a comprehensive analysis of marketing concepts and the extended marketing mix as applied to luxury non-food items, focusing on Jumbo supermarket's strategies. It examines the responsibilities and roles within a marketing department, highlighting essential skills for success, and explores the interdepartmental relationships within Jumbo. The report compares and contrasts the 7Ps of the marketing mix for RC cosmetics and Culture 28, evaluating their marketing tactics and contributions to success. It concludes with strategic recommendations for firms planning new luxury product lines, emphasizing the importance of aligning marketing plans with organizational objectives and developing effective marketing strategies.

THE MARKETING CONCEPT
WEBINAR

Table of Contents.
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2..........................................................................................................................................11
Determining and comparing extended marketing mix for two selected luxury non-food items
...................................................................................................................................................11
Evaluating marketing tactics and tactical approaches adopted by each company and how they
contribute to success..................................................................................................................15
Providing conclusion and justified suggestion on what firm can learn and deploy as it plan out
marketing tactic for new luxurious product line........................................................................15
TASK 3..........................................................................................................................................16
Detailed marketing plan.............................................................................................................16
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Marketing refer to procedure of promoting a venture and new products or services in the
market that in turn provide a lot of benefits to marketer. This term encompasses different types
of activities and actions that a company conduct for specific reason. The current assignment will
be based on Jumbo, which falls under the category of sustainable supermarkets in the
Netherlands. The study will explain comparison extended marketing mix for two selected luxury
non-food items and marketing tactics as well as tactical methods adopted by each venture. It will
define how strategies and approaches contribute to success of companies and will also specific
justified suggestions. Furthermore, the report will also clarify how strategic marketing plan link
with organizational objectives, aims and tactic. It will define the development of effective
marketing plan, including key elements.
TASK 1
Covered in PPT

Notes
Responsibilities-
Defining & managing brand-
The key responsibility in marketing department of Jumbo is to define and manage
organizational image in the market, which is quite essential for them to do so. They may take
approach to define who firm is, what it may stand for and what is the objective of chosen
supermarket.
Conducting campaign management-
Another responsibility that included in marketing section is promotional campaign
management, which play vital role to make Jumbo successful and progressive in Netherlands as
well as other nation where it may establish its venture. According to this accountability,
marketing researcher role is to determine goods and services to concentrate on over action of
firm sales cycle, and then produce communication & materials that they may get word out.
Conducting customers & market research-
In marketing section, the major responsibility of expert or experience holder is to conduct
key investigation about current market trends and other things, that aid to define target market
and strategic opportunities.
Monitoring and managing social media-

In the similar department, along with above, this responsibility is also included, which
drive the attention of individual team member to monitor and manage social media and other
marketing sources of Jumbo.
Roles in marketing-
Product manager-
The role of this expert in marketing section is to determine consumers needs and
requirements and develop plan to fulfil the same things in appropriate and successful manner.
Marketing researchers-
Their duty is to gather and studies key information about target market, services, sales
trends, and products to create further marketing plan that in return provide unpredictable benefits
to organization.
Promotion and advertising manager-
They may take approach to direct overall programme that may include purchasing and
advertising incentives that help to increase sales, more than last few years or months.
Customer service personnel-
The key role of consumer service representative or personnel in marketing is to address
customers problems and resolve the same in a effective and timely manner, that is as essential as
conducting other activities in similar department within supermarket.
Skilled required to succeed-
Effective communication-
• This skill is needed to succeed in marketing department by any participant or candidate,
because it enables them to make importance discussion with team members or individual
person about essential topic or subject.
Research skill-
• Another competence that required in marketing section of Jumbo is current one,
according to that a manager is responsible to conduct research based on several things by
using research skill that provide benefits to them in term of obtaining useful information.
Collaboration and team work ability-
• Collaborative skills enable marketer to become an effective person who may coordinate
and collaborate with other.

• It may enable them to work in a team or group of people productively as well as
successfully.
ICT skill-
• With this competence, marketing department members or candidates may present the best
presentation and develop a campaign.
• It enables them to utilize the best and most advanced technologies that help to promote
venture, products and services globally.
Creative thinking-
• With this competence, marketer and other experience holder in marketing unit of Jumbo
may develop and design the best plan as it allows them to succeed.
Notes
In the Jumbo, marketing department perform and collaborate with other departments as
well and these are;
Marketing relation with IT department-
• Both department may work together in effective manner in term of understanding the
needs and requirements.
• For example, marketing section collaborate with IT because of solving technical issues
that may put negative impact on their productivity and performance level.

• IT section is able to solve any form of technical issue that affect marketing department
work and lead to decrease their effectiveness that is inappropriate in the context of
organizational success.
• The relation with both department play significant role in success and growth of Jumbo in
the retail industry in term of generating revenue.
Marketing relation with HRM-
• Marketing section also work with other department as well such as human resource
management, because of specific reason.
• For instance, HR manager and their team member is able to help marketing department as
they are able to hire those skilled candidates who may play vital role to make campaign
successful.
• In the supermarket, HRM contribute to build wide and strong workforce, among each
candidate is able to perform with specific individual department such as marketing. They
are capable to conduct market research by using key skills such as research, analytical
and other as well.
Marketing function interact with customers service department-
• Along with above departments, marketing section interact and work with consumer
service unit as well in effective way.
• They may collaborate with consumer service department for purpose of collecting more
information about target market needs and expectations, which enable them to produce a
marketing plan accordingly by adding valuable elements into that.
• With this form of coordination they may reach desire outcomes and fulfil the
expectations of stakeholders such as owner, investors, etc.
• They may fulfil the needs of individual buyer as well in term of promoting those products
that actually valuable and worth to buy.
Marketing function work with production section-
• The coordination or interaction between both departments play crucial role in success of
Jumbo, in term of making supermarket able to gain competitive benefits.
• Marketing department interact with production section because of sharing and obtaining
useful data about customers trends, according to which they may take decision to
purchase a product or utilize a service.

• It may enable them to achieve set aim and objective of chosen supermarket in
competitive manner that is essential and beneficial too for both the sections and due to
that they coordinate with each other.
Notes
• By working together all the section in the supermarket lead to increase performance level
that is essential for company and its venture success in retain sector, where other brands
also exist and tend to beat their competitors by adopting and considering varied things.
• It can be said that interrelationship between several venture units help management to
succeed in current business environment.
• It may give them power to gain competitive advantages in bulk and more than
competitors, for which an organization conducts a lot of efforts and take initiatives than
last few months or years.
• Furthermore, it can be said that interrelation between department play a crucial role in
strategic strategy formulation that Jumbo and its administration may use to reach expect
outcomes and gain unpredictable results.
• Along with above benefits, marketing and other sections interaction or interrelationship
contribute in varied terms such as help to interact potential consumer, increase profit
margin, generate revenue.

Online

• The Role of a Marketing Department. 2022. [Online]. Available Through:
<https://www.thehartford.com/business-insurance/strategy/creating-marketing-
department/role>
TASK 2
Determining and comparing extended marketing mix for two selected luxury non-food items
There are different types of strategic models accessible in the world of business that
utilized or applied in the context of varied firms, whether they are large or small as well as
products, either food or non-food items (The Netherlands Cosmetics Companies, 2022). In case
of Luxury non-food products such RC cosmetics and Culture 28, 7ps of marketing mix
framework is applied, that drive the attention of marketer toward conducting strategic
approaches in term of developing key tactics in each element.
7ps of marketing mix RC cosmetics Culture 28
Product In the context of product, the
current organization may
develop key tactic in term of
focusing products quality and
ingredient that add value for
consumers, and give them
While, current firm may
concentrate on fashion trends
in term of offering trending
clothes to target market, which
help to enhance their
satisfactory level and also

reason to purchase anti-ageing
and other cosmetic products
according to skin concern and
needs (The 7Ps of The
Marketing Mix: Streamline
your strategy, 2019). To
satisfy consumers,
organization may also take
approach to utilize natural
ingredients that help to resolve
skin issues.
contribute to increase
organizational productivity as
well as profitability. Culture
28 may efforts to satisfy
customers by providing
products according to trend or
current fashion preferences,
which is quite essential and
beneficial for business success.
Price For purpose of gaining
consumers attention and
building positive brand image
in the market, organization
may take approach to use
specific pricing tactic such as
premium pricing. With this
tactic, firm may set high price
for their luxuries non-food
item and then solely drop
down according to the external
business environment
situation. It may enable brand
to encourage favourable
perception among customers.
On the other hand, Culture 28
may utilize competitive pricing
tactic that help to gain
competitive advantages in
bulk. This strategy may allow
firm to take pleasure of
preventing venture from loss
of consumers and market share
to rivals (WHAT ARE THE 7
PS OF MARKETING, 2022). It
may contribute to higher rate
or level of success in the retail
sector, where other brand with
their luxury products sustain
ventures.
People Without skilled and talented
candidates, firm is unable to
succeed in the sector. For this
purpose, it may work with
Along with hiring new people,
organization while running its
venture into fashion industry
may focus on training and