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

skilled people, and utilize their
skill to retain and acquire new
consumers. It may take
initiative to hire people on the
basis of skills and job
requirement in the workplace
that is quite essential for
company to do so.
selection approaches. Both
methods are quite beneficial
for company success and
consumer satisfaction, as it
may contribute to increase
organizational performance
and enable to satisfy target
market in form of providing
quality products in category of
non-food items.
Place It is important for company
and its management to develop
the best strategy in the context
of this element (Altay,
Okumuş and Adıgüzel
Mercangöz, 2021). They may
take approach to establish own
outlet in the Netherlands, for
purpose of selling quality
goods and gaining consumers
attention. Place plays vital role
in organizational success and
growth as it affect the way
firm operate in the market.
While, for purpose of
achieving goals, Culture 28
may take approach to utilize
online and offline methods in
effective and systematic
manner, which in turn provide
unpredictable outcomes of
company. It may achieve set
aim and mission successfully
in term of generating revenue
more than rivals and increasing
profitability. It may give firm
chance to build wide and
strong consumer base.
Process For purpose of producing and
offering sustainable products,
organization may develop
strategy to build relation with
sustainable suppliers, among
which each supplier is able to
But, Culture 28 may develop
different strategy such as it
may focus on establishing own
place to keep products safe,
and then deliver in the stores
according to the demand. With

conduct sustainable practices.
It may help firm to gain the
attention of key investors who
are able to invest money in
profitable and productive
companies like chosen one.
this process, organization may
gain a lot of benefits in term of
retaining consumers and
promoting venture via them
after enhancing and providing
satisfactory services.
Promotion The most important and
beneficial strategy that
organization tend to develop
and use is current one. It may
develop tactic to promote
venture and quality cosmetic
products throughout social
media channels such as
Instagram, Facebook, etc. It
may support to gain the
attention of potential buyers
across national boundary ad
enable brand to reach
international level.
On the other side, Culture 28
may take approach to use
traditional as well as digital
marketing methods, that help
to generate excellent brand
image in the market. It may
effort to generate revenue and
gain more competitive benefits
that also build strong and
reputed organizational image.
By using both types of
marketing sources, firm may
take pleasure of increasing
profitability.
Physical evidence It is essential for RC cosmetics
to select specific source to
show its physical existence
such as Billboard, website and
attractive outlet design. By
using these elements firm may
gain benefit to acquire and
retain talented people. When
the outlet is convenient,
individual buyer may take
In order to show the existence
of venture, Culture 28 may
utilize template and holdings,
which help to attract new
buyers in term of capturing
their eye and driving attention
to consider advertising that
show category of products
such as clothes.

pleasure of shopping and gain
the best experience while
conducting this activity.
Evaluating marketing tactics and tactical approaches adopted by each company and how they
contribute to success
RC cosmetics and Culture 28 may take key approaches into their consideration and
decision to develop the best marketing strategies. It can be evaluated that social media and other
type of digital marketing channels as well as tactics, enable RC cosmetic to get success of its
venture into overall industry in term of meeting set goals and objectives, that firm then to
achieve (Komiljonovich, 2021). While, it may affect negatively in term of increasing costs and
expenses for promoting venture product via digital platforms.
Culture 28 strategies related to marketing operation also contribute to generate excellent
growth chances, which firm may grab in term of developing effective plans that in turn provide
benefits in bulk. It may use both types of marketing methods such as traditional and digital
advertising sources that may contribute to generate unforgeable image of chosen firm in the
market.
The utilization of each method by each company support to success of brand in meeting
their ventures mission, and vision, which is quite beneficial and essential for them. But, still RC
cosmetics take more approaches into its consideration that is necessary for management to do so
(Boyjigitov, 2022). They may consider key suggestions and then develop a plan to market or
introduce new luxurious product line such as range of cosmetic items.
Providing conclusion and justified suggestion on what firm can learn and deploy as it plan out
marketing tactic for new luxurious product line
There are several things that RC cosmetics can learn and deploy for new luxurious
product line such as anti-ageing cream.
 It can develop understanding about current social media marketing trends and importance
of traditional advertising at the same time, as most of the people, especially aged are
unable to use social media, and they prefer to utilize newspaper of purpose of collection
information about varied things.

 Its marketer and management can also understand or develop their comprehending about
current market trend that people prefer to follow and refer to others, for purpose of
purchasing those items via that they can gain appropriate satisfaction.
 It is important for company to take approach to distribute items by using own store,
where customers can reach easily and then purchase products according to needs.
 With an specific outlet firm can also promote its venture and new idea in luxurious
product category that help to beat rivals and give them tough competition, which is
essential for management to do so appropriately.
TASK 3
Detailed marketing plan
Executive summary: The jumbo supermarket in Belgium and Netherlands is going to
introduce new products line of “Nuts chocolate bar” that is highly nutritious and good in taste.
Also, this nuts bar is introduced so that sales of the company might be increased.
Company overview: Jumbo supermarket is located in UK and is specialized in selling
variety of products such as butter, cheese, cereals, jam, syrup and much more. Also, company
recent initiative of launching new product of nuts chocolate bar would have following objectives:
 To increase sales of product up-to 20% by end of quarter
 To enhance company overall profitability by 30% by end of this year.
 To develop customer satisfaction level from the new product.
Marketing research: The current trends states that 92% of people consume chocolates every
day and Europe dominated in this business. Also, 86% of consumers around the world thinks that
the chocolate needs to be healthy and tasty.(Chocolate Statistics & Industry Trends in 2021,
2021).
Situational analysis:
This type of analysis would be conducted through SWOT and PESTLE so all internal and
external factors affecting the business might be identified clearly so that actual business plan
might be implemented successfully.
SWOT analysis:
Strengths
 Strong presence and brand image in
UK market.
Weakness
 Strong competition in existing market.

 Variety of offerings in food products  Lack of availability of raw materials.
Opportunities
 Targeting more health conscious people
in current era (Du and et.al., 2021).
 Entering new markets through joint
venture
Threats
 Chances of availability of substitute in
market.
 Inflation in country would raise the
prices of the new product.
PESTLE analysis:
Political factors: Various factors such as trade and tariff rates, taxes, political stability
also impact operations of the business. Also, in case when there is political instability in any
country than product might not be sold in that targeted market in efficient manner.
Economical factor : It consists of factors such as trade and tariff rates, exchanges rates,
unemployment rate etc. also need to be considered before launching new product so that no
negative impact is created in the future. Moreover, if unemployment rate is lower than it would
be helpful for jumbo to hire new workers in the company at lower wage rates.
Social factor: It includes factors such as trends, norms, beliefs etc. that are followed
under the society that might create both positive or negative impact on sales of the product. Also,
in case of nuts bar some people in society might not like contents of product thus creating
negative impact on sales of the business (Bala and Verma, 2018).
Technological factor: With continuous changes in technology it is very important for
any organization to remain upgraded with technology so that losses might be minimized and
process might be made efficient. Moreover, for production and selling of nuts bar it is essential
for business to use upgraded technology to remain competitive in the market.
Legal factors: Certain laws, rules and regulations need to be followed strictly by Jumbo
so that there are no problems in the working of business in the future. Also, health and safety
laws need to be carefully followed so that jumbo supermarket is able to conduct business
activities smoothly (Eckhardt and et.al., 2019).
Environmental factors: People nowadays are more concern towards protecting the
natural resources of environment so that there is minimum wastage of resources and corporate
social responsibility is properly fulfilled by business. Thus, using recyclable products, less

wastage of water resources, minimum environment pollution will create positive impact on the
business.
5C analysis
Company: By referring to VRIO model quoted company value is that it has developed
sustainable competitive policy that would increase sales of business in the future, in rare raw
materials of company are rare and thus it cannot be easily inherited by other competitors.(Wirth,
2018). In inimitable it can be said high quality products will be developed that is hard to copy
and last in organization that company is already well-established that poses strong brand image.
Collaborators : The Jumbo might hire third party entities to sell bar chocolate to large
number of customers in smooth manner (Grubor and Jakša, 2018)
Customers: Jumbo supermarket might be able to find out the total customers through
three main segments such as total available market, serviceable available market and serviceable
obtainable market so that each segment that company wants to capture might be specified.
Competitors: It would be done by quoted firm through identifying similar competitors in
the industry. Also, use of metrics by the jumbo would allow in determining market share within
the industry.
Context : Here detailed PESTLE analysis would be undertaken to identify external
factors impacting the business.
Competitor analysis.
Particulars Jumbo supermarket Tesco supermarket
Product The new healthy chocolate
nut bar is full of nutrients and
rich in taste and available in
various flavours and colours.
It sells snickers chocolate brand
topped with caramel and peanuts
for extra taste and nutrients.
Price Premium pricing strategy
would be adopted as healthy
bar less in calories in
substances that are not good
for health (Stremersch, 2021).
Cost effective pricing strategies
prices so that large number of
customers are able to consume
the product.
Place It would sell through both It is also sold in various Tesco

online and offline methods so
that greater reach is possible
outlets and is also available for
online delivery
Promotion The product would be
promoted through social
media platforms and local
marketing advertising
campaigns (Thakkar, 2021)
The product needs little
promotions as it already have the
and image. However, through
various media campaigns, social
media and official website Tesco
promote its products.
Moreover, in the current era where most of the people are aiming to live a healthy lifestyle
articulation of this product is that it would have greater chances of selling in higher quantities as
it is 100% original product containing healthy ingredients.
STP analysis:
Segmentation: It would be made available in all Netherlands and adjoining parts of the
country through proper developing proper distribution channels for timely availability (Kumar,
2018). Also, it can be consumed by both genders and is made especially for middle and higher
income class groups
Target: The product would be consumed by age group 15-45 and mostly for those people
that have lot of routine works to carry out in day and thus this bar would provide instant energy.
Positioning : The product main USP would be its product quality and use of original
products instead of purely artificial flavours to make it a success.
Marketing mix:
Product : Highly nutritious and healthy product that is also good in taste and available in
different sizes and packages (Nosalska and Mazurek, 2019).
Price: Premium pricing method will be used for targeting higher income people who are
ready to pay little higher prices for premium products.
Place: The product would be sold in all nearer supermarkets of the company and also
made available on online Jumbo website for people who want product easily form the home
Promotion: Chocolate nut bar would be promoted using the digital and print media and
also promoted in the company local marketing campaigns.
Budget

Expenses Amount in euro
Administration expenses 2000
Employees salary 5000
Marketing and selling expense 6000
Market analysis expenses 8500
Technical device application 5000
Security evaluation expenses 4500
Monitoring performance 5000
Utility bills 4500
Supervisory expense 5000
Total expenses 45500
Monitoring and control : The quoted company would monitor the product through
setting various key performance indicators and benchmarks so that corrective measure might be
taken on time. Also, total return on investment of launch of product would also help in
identifying the success of the firm.
Media plan:
Media budget : Overall media budget including advertising and others would be 5000
euro (2.27 t) in any particular year.
Recommendations:
 It is to be suggested to Jumbo to use more of social media platforms for promoting the
products so that more people are ware about the brand. Also, this is cost effective method
than comparison to other modes (Li, Larimo and Leonidou, 2021).
 Also, it is to be suggested to the firm that its should locally market its products on public
places so that consumers are interested towards the product availability and its features.
Justification:
The above budget is been chosen as for the initial launch of product it is appropriate
jumbo supermarket to make people aware about the availability through its sales representatives
and promoters (Lam and Li, 2019). Also, designing an ad on the social media requires huge

amount of funds. Moreover, hiring any kind of known celebrity or organizing any small program
for promotion of the product would require funds for investment. Hence, approximately this
budget would serve the purpose of the company.
CONCLUSION
On the basis of above discussion, it has been concluded that organization has achieved its
strategic aims and objectives by considering 7 elements of marketing mix model and applying
the same in strategic manner. It has given tough competition to its rivals in term of developing
key tactics that in return provide a lot of benefits to each stakeholder. Furthermore, by summing
up above analysis, it has been summarized that by developing and using appropriate marketing
plan, supermarket has gained the attention of potential customers and retained them with
existing, that has contributed to increased profitability and productivity level.

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