Marketing Planning Analysis and Strategies for Superdrug Store Plc

This report provides a comprehensive analysis of the marketing plan for Superdrug Store Plc. It begins with an introduction to marketing planning and its importance in achieving organizational goals. The report then delves into the assessment of changing perspectives in marketing planning, the organization's capabilities, and techniques for organizational auditing and external factors analysis, including SWOT and PESTEL analyses. It identifies barriers to effective marketing planning and the measures Superdrug Store Plc uses to overcome them. The report also includes a detailed marketing plan, addressing ethical issues and their influence on marketing planning, including customer ethics and its impact. Finally, the report analyzes Superdrug Store Plc using various marketing tools and concludes with a summary of findings and recommendations. The report highlights the importance of adapting to changing market trends, understanding customer needs, and addressing ethical considerations in marketing strategies.

Marketing Planning

TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Assessment of changing perspectives of marketing planning............................................................3
1.2 Organization's capability for planning its future marketing activity..................................................4
1.3 Techniques for organizational auditing and external factors analysis................................................5
2.1 Barrier to effective marketing planning..............................................................................................6
2.2 Measures that used Superdrug Store Plc to overcome these barriers.................................................7
3.1, 3.2, 3.3 and 3.4 Marketing plan.........................................................................................................8
4.1 Ethical issues influence marketing planning.....................................................................................10
4.2 Response to ethical issues.................................................................................................................11
4.3 Customer ethics and its impact.........................................................................................................11
TASK 2........................................................................................................................................................11
1.4 Analyse Superdrug Store Plc using the tool mentioned ...................................................................11
CONCLUSION............................................................................................................................................12
REFERENCES ............................................................................................................................................14

INTRODUCTION
Marketing planning deals with the fulfilment of organizational goals and provide strong
base to the company’s strategies. It has been noticed that by having improved focus on marketing
planning the business firm can easily accomplish goals and objectives. It facilitates in
development of activities that are beneficial for advertising and promotion of products and
services (Beller, Weiss and Patler, 2007). It has been identified that industrial trends can also be
promoted effectively by having improved focus on marketing planning. Strengths and
weaknesses of the association can be identified with the help of marketing plans.
In present report work culture of Superdrug Store Plc will be evaluated so that better
understanding can be gathered in regard to marketing planning. In this, review of changes in
perspective of marketing planning will be provided so that management can understand current
trends of marketing effectively. It will also provide information in regard to key barriers that a
business may face in respect to marketing planning. Furthermore, the learning about ethical
issues and their impact on the marketing planning must be evaluated effectively so that goals and
objectives can be accomplished in desired way.
TASK 1
1.1 Assessment of changing perspectives of marketing planning
Marketing planning is the process of making different types of promotional plans and
establishing communication with consumers in an appropriate way. In addition to this, it can be
said that by having improved focus on marketing plan the business firm can easily create better
brand image in the competitive market. Along with this, building good relationship with
customers is also one of key benefit that can be attained by business entity while having
improved focus on marketing planning (Betz, 2011). In this respect, management of Superdrug
Store Plc is also focused towards offering the best products and services at appropriate pricing. It
helps in meeting customer needs and lead business firm to impressive level of success. It has
been noticed that in order to deal with highly competitive market the business firm like
Superdrug Store Plc is focused towards changes in activities. Innovation and transformation
according to customer needs is most suitable because it helps in meeting objectives (Bowhill,
2008).

In addition to this, it can be said that companies are focusing on four principles of
marketing in which planning in regard to four factors is being considered as critical aspect. For
example, product, price, place and promotion. But in order to boost the effectiveness of
marketing planning process the use of technological tools has been taken into account. It is one
of key reason that internet websites, social media and online advertisement use has increased in
recent years. Superdrug Store Plc also make sure that packing of products is also appropriate so
that more and more customers can be attracted. It will assist in effective development of brand so
that goals and objectives can be accomplished effectively (Dibb and Simkin, 2008).
Businesses has also started focus on external factors analysis so that overall productivity
can be improved. Along with this, situational analysis is a method that allows to have better
branding of products and services because it allows to have designing of strategies according to
customer needs. In order to promote the ethical planning the management of Superdrug Store Plc
also consider legal values in appropriate manner so that goals and objectives can be
accomplished effectively. Market research also help business firm to understand the key values
that are directly associated with market.
1.2 Organization's capability for planning its future marketing activity
In order have effective designing of marketing activities, it is significant for businesses to
have proper understanding in regard to organization. Businesses must understand the key
strength and weakness so that better strategies can be designed in order to meet goals and
objectives.
Strengths:
 Company is holding great brand image
in the competitive market that attracts
wide range of customers.
 Organization offer wide range of
health and skin care products that also
helps in advancement of market share.
 Business model is well developed and
members within organization are well
trained that also helps business entity
to meet its goals and objectives
Weaknesses:
 Distribution channel of business firm is
not well structured that impacts overall
development in negative manner.
 In addition to this, financial issues also
impact the business of Superdrug Store
Plc so management also need to
consider it as significant aspect.
 Limited ratio of suppliers also
influences the overall development
because work effectiveness get

(Evans, Jamal and Foxall, 2009).
 Superdrug Store Plc is also offering its
products at low cost that also helps
business firm to meet the key needs of
customers.
 Improved availability of human
resource is also beneficial for business
firm.
impacted in desired way.
 Products are not available easily in the
market that also influences work
effectiveness.
Opportunities:
 Company can have business
expansion in UK as well as other
nations like India, Japan, etc.
 Organization can also look over
number of additional sources that
helps in effective management of
finance.
 Online media presence can also be
improved by having improved focus
on diverse electronic medium.
 Company can also focus on number of
tools that helps in building better
brand image so that goals and
objectives can be accomplished in
desired way.
 Company can also have changes in its
product line according to customer
needs and market trends.
Threats:
 Number of competitors are having
operation within UK that may
influence the working of organization.
 Economic conditions are not stable that
may also influence business in diverse
manner.
 Customer needs are also changing in
rapid manner that may also influence
the business development. It is
significant for business entity to have
changes in product line as per
customer expectations (Gilmore,
2003).
1.3 and M1 Techniques for organizational auditing and external factors analysis
In order to have effective analysis of diverse factors, it is significant for business firm to
have improved focus on techniques. PESTEL Analyses model is to be used. While analysing this

tools company can evaluate the external factors and forces that affects the operations and
business strategies. It has analysed all external factors like political, environmental, social,
technological, legal and economic factors while developing their business operations. This
analysis has helped them to recover all the factors directly affects the growth of the company.
Along with this, company can also focus on use of porter five force. It has been noticed that by
having improved focus on this technique the business entity may have analysis of supplier and
customer needs. It is beneficial to have effective designing of strategies so that goals and
objectives can be accomplished. Competition: It has been noticed that Superdrug Store Plc is facing high ratio of
competition in the market which impacts the business development in diverse manner. It
is significant for business entity to have changes in services and products according to
product line of competitors (Hooley, Saunders and Piercy, 2009). It will lead business
firm to impressive level of success. There are number of businesses that offer same kind
of products at same prices so decision of Superdrug Store Plc must be according to
competitive aspects. Bargaining power of buyer: Customer bargaining power is high because the success of
business is dependent over customer satisfaction. It has been noticed that customers’
needs are changing in rapid manner that also impacts the business development in diverse
manner. If company is not meeting key needs of customer then they can switch to another
firm. It might affect the business of Superdrug Store Plc in negative manner. Bargaining power of suppliers: Supplier bargaining power is also high because there are
very limited suppliers who are operating in the market. It means company does not have
more options in the market so supplier charges for services as per their needs. Less
viability of suppliers also impact business in negative manner because they holds high
bargaining power (Luther, 2011).
 New entry: Threat of new entry is low because production industry demands high ratio of
investment. It is one of critical task for new business to have high investment in the
market. Along with this, number of license are also required that helps in meeting key
goals and objectives. It is not easy for new business to meet these standards in effective
manner.
Organisational

2.1 Barrier to effective marketing planning
As per detailed study, it can be said that there are number of barriers that can be faced by
business firm in regard to marketing planning. If key principles of marketing planning are not
considered effectively then overall development process might get influenced effectively. It has
been noticed that if management of Superdrug Store Plc is not having appropriate information in
regard to market then company cannot take decisions in desired way. It may impact the business
development in negative manner so management must ensure that market trends and necessity is
being evaluated in desired way (Robin, 2004).
The most important thing to create an effective marketing plan is information pertaining
to consumer needs, perception and trend in market place. Without any kind of information about
customer needs the decisions cannot be taken into account. It is necessary for business firm to
make sure that decisions are designed according to customer needs. Along with this, cultural
barrier can also impact marketing planning effectiveness. If marketing is not according to
customer belief and nature then it will not influence the customer perception. In this way social
culture is a barrier of marketing planning. It means marketing must be designed in such manner
that perception of customer get influenced (Bradley, 2005).
Other than this, environmental aspects can also influence the effectiveness of marketing
planning. It has been noticed that if environmental values are not well maintained then it will
impact the customer perception in negative manner. It indicates that business firm must ensure
that external factors need to be consider in appropriate manner while having better
accomplishment of marketing planning.
2.2 Measures that used Superdrug Store Plc to overcome these barriers
According to detail study, it can be said that Superdrug Store Plc can focus on number of
activities that helps in overcome number of issues. By having improved focus on communication
process advancement the issues can be resolved. It will allow to have better sharing of
information so that customer needs and expectations can be understand in desired way. Along
with this, market trends information can also be gathered effectively through communication
process improvement.
In addition to this, it can also be said that business firm can also focus on use of
technological tools so that significant information can be stored effectively. It allows to use
information which is beneficial to take decisions and accomplish goals and objectives in desired

way. Email and data base system is advantageous for business entity in order to improve data
sharing. Moreover, management of Superdrug Store Plc can also focus on changes in business
model so that flexible working can be promoted (Eisele, 2013). With an assistance of this,
business entity can make sure that working is being taken into account in desired way. Company
can also have development of research team. It means research team can be hired to conduct
proper market research and collect the information that is reliable and accurate. It will also
provide information about customers’ needs and market trends so that decisions can be taken into
account in desired way. It means the investment of market research need to be advanced so that
goals and objectives can be accomplished in desired way (Ferrell and Hartline, 2012).
Furthermore, company also need to make sure that marketing managers are well skilled
so that customers’ needs can be accomplished in desired way. It is significant for business firm
to make sure that marketing executives are having active participation in decision making
process and customer needs is being considered as critical aspect.
D1 Marketing plan
Executive Summary
Marketing planning is systematic process of developing products as per consumer needs
and offering through effective promotional strategies. Superdrug Store Plc is looking for
business expansion in India. Current plan will also provide significance of marketing plan so that
goals and objectives can be accomplished. In addition to this, it can be said that by having an
improved focus on corporate strategy the issues can be overcome in desired manner. Marketing
of products allows to advance the opportunities and ensure that goals and objectives are
accomplished. By having an application of marketing plan the Superdrug PLC can have
advantages in regard to long term sustainability.
The organisation has used marketing strategies to develop their business and used product
differentiation, lower price, communication strategies to expand their business roots. Further, it
has also developed various promotional strategies which helps them to increase their revenue and
sales.
3.2 Significance of Marketing Plan in Corporate Strategy
Corporate strategies are the combination of operations such as financial planning
purchase planning and human resource management etc. By having improved focus on
marketing plan the Superdrug Store Plc can easily provide better opportunities. It also provide

support to corporate development because marketing plan allows to meet key goals and
objectives. Implementation of new marketing plan will help in achieving organizational
objectives. With an assistance of this, company can have better market share in the Indian market
(Kerzner, 2002). It is also beneficial to create better brand image in the competitive market.
Through this marketing plan, management of the company can be suggested as to how they have
to carry out the task of marketing. In order to have long term sustainability, business firm need to
focus on changes in marketing strategies so by analysing key aspects of marketing plan the issue
can be resolved. It has been noticed that by having an effective consideration of marketing plan
the business entity can have continuous improvement in its marketing activities so that better
brand image can be created. Along with this, products and services can also be promoted in
efficient manner which might assist company to gain better sales. With an assistance of this, long
term goals can be accomplished in order to have sustainable measures. Use of marketing tactics
can be advanced for better promotional activities application.
Marketing planning is essential in strategic planning of the business because it helps in
making other plans possible. It helps in making business successful. Marketing strategies derive
from strategic plans. So it is very essential for the organization to involve marketing planning in
strategic plans.
3.1 and M3 Target Market Segment
In present case, the company is well focused towards offering products and services at
low cost. It means by having improved focus on marketing plan the Superdrug Store Plc can
easily target customers and lead business firm to impressive level of success. In respect to the
existing plan the target customer will be middle income level people. Along with this, young age
people will also be targeted by the company because they are more attracted towards health care
and skin care product. With an assistance of this, company can have better opportunities in the
market so that goals and objectives can be accomplished (Luther, 2001). It also allows to have
improvement in profit margin ratio. In addition to this, it can be stated that by having an effective
development of aim and objective the Superdrug Plc can have sustainable development. Key aim
of company is to become a leading business firm in its sector. Marketing plan of business entity
will focus on diverse activities that helps in creating better business opportunities.
Marketing Objective
 To set up company as reputed brand in India

 To advance customer base till end of year 2017
 To create innovative promotional and advertising techniques
 To advance profit margin ratio by 10% in year 2017
3.3 Techniques for New Product Development
It has been noticed that there are number of techniques that need to be consider by
management of Superdrug Store Plc in order to have better development of product. It is
significant for business entity to have testing of market. It means market needs must be analysed
in desired way so that goals and objectives can be accomplished effectively. In addition to this,
testing of designed technique is also significant because it helps in meeting objectives. It will
help in understanding the actual position of market and take decisions in desired way. Along
with this, observation of implemented activities is also necessary so that goals and objectives can
be accomplished (McDonald and Keegan, 2002). It is necessary to have observation of customer
needs so that product can be developed effectively. After development of product the testing in
product is significant because it assist in understanding the taste and success of product in the
market.
In order to have effective product development the business firm can focus on conceptual
model of development. It is also considered as IDEO so that five step procedure can be
employed effectively. It is necessary to have idea generation and its screening so that long term
sustainability can be advanced effectively. Testing and analysis of product is also significant to
consider so that product can be developed in appropriate manner. Technical application and
commercialisation also need to be referred effectively in order to meet objectives.
In addition to this, it can be stated that there are diverse methods which need to be
referred in critical manner so that product can be developed effectively. It has been witnessed
that effective development of key pricing methods assist in effective continuous development
which helps in improving performance. If methods like market needs identification and idea
generation is not properly employed then it will impact the overall outcome. It has been noticed
that company can also focus on diverse values which need to be referred effectively. It is
necessary to have consideration of team development so that long term sustainability can be
accomplished. Moreover, scope definition and estimation is also significant aspect which assist
in product development. If such measures are not appropriate then it might affect the overall
outcome in diverse manner. Along with this, risk assessment factors also need to be referred

because it allows to ensure that what kind of risk can be faced by business in new product
development. At last the scheduling is significant because it helps in meeting long term
sustainability.
The organisation has to analyse the strategy which will affect the customers. They have
to use social media websites which helps them to increase awareness of the product among the
customers.
3.4 and D3 Recommendations
Product Description
In order to have better market share the company will enter in market with its existing
product line. Few changes will be taken into account as per preferences of Indian customers.
New skin care cream will be introduced in the market so that more and more customers can get
attracted. According to Indian weather the changes in cream features will be taken into account.
The product is offered with new and unique features which are developed while having the needs
to Indian customer (McKay-Nesbitt et.al, 2012). In addition to this, it can be said that selection
of product description is appropriate because it helps in meeting the needs of segmented
customers. It will assist in meeting key goals and objectives for sustainable development. It will
also increase the satisfaction level of customers and allows business firm to gain better
opportunities.
Pricing Strategy
Management of Superdrug Store Plc will focus on low cost pricing strategy. It means the
product and services will be offered at very low cost in order to attract more and more customers.
This pricing strategy is significant for business entity because Indian people prefer services at
low cost. It indicates that selected pricing strategy is most appropriate for business firm so that
goals and objectives can be accomplished in desired way. As Superdrug Store Plc is targeting
middle level income so selected pricing strategy is also appropriate. It will allow business to gain
more profit and lead business firm to impressive level of success. By having an application of
economic pricing strategies, company can easily target customers. Affordable pricing will
advance the customer base and enhances sales in appropriate manner. For the purpose of selling
and distributing product in target market, management will be required to develop and establish
its own physical outlets. Along with this, online selling and booking through different mobile
platforms will also be of great use. Selection of pricing strategy is appropriate because it allows

to ensure that customers are getting products and services at affordable pricing. Along with this,
pricing is appropriate because it also suits the mind set of Indian customers as they prefer to buy
products at low pricing.
Distribution Strategy
In order to have effective distribution of services the Superdrug Store Plc will open its
retail store in metro cities. It means the store will be opened at locations like Delhi, Mumbai,
Bangalore, etc. Along with this, online sales platform will also be selected in order to have better
opportunities in the market. It is also necessary for business entity to provide proper description
of product on online platform so that customers can easily purchase its products (McDonald and
Keegan, 2002). Selection of distribution channel is significant because it allows to have better
presence in the market and lead business to impressive level of success. In India the retail
services are profitable at the scale of big cities like Delhi, Mumbai, Bangalore, etc so the
selection of distribution is appropriate. By having an effective consideration of measures the
business firm can easily create brand recognition in Indian market. It will also assist in meeting
long term sustainability for effective outcome.
Promotion Strategy
For effective promotion of services the differentiation strategy has been used in which
organization is presenting themselves as unique product manufacture. Along with this, number of
communication tools are there that need to be adopted. For example, television advertising,
newspaper, etc are key methods that helps Superdrug Store Plc in effective promotion of
services. For promoting the offerings of company in the target market, it can be suggested to
authorities that they must promote it through a variety of methods. Online and social media
marketing along with sales promotions and discount schemes can be used in this regard. By
having an effective consideration of promotional methods the issues in regard to market share
can be overcome effectively.
Implementation
In order to have better application of activities, it is significant for business firm to
develop effective monitoring system. It means business firm can have sustainable development
by having application of monitoring techniques. Balance scorecard and other methods like
observation are also help that helps in meeting objectives.