Marketing Processes & Planning: Marketing Mix & Plan - NCL Report

This report provides a comprehensive overview of marketing concepts and their application in the 21st century, with a focus on the roles and responsibilities within a marketing department and the competencies required for success. It explores the interrelationship between marketing and other departments in a supermarket setting, emphasizing how marketing supports organizational vision, mission, and purpose. The report includes an analysis and comparison of the extended marketing mix, along with a detailed marketing plan and media plan. The document also highlights the shift towards digital marketing and the importance of integrating traditional and digital strategies to effectively reach and influence consumers. Desklib provides a platform for students to access this and many other solved assignments.

The marketing concept
webinar
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INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Theconceptandroleofmarketinginthe21stcentury............................................................3
Roles and responsibilities in marketing, and the competencies required tosucceed........4
Marketing function works and interacts with other departments in the supermarket and
how it supports the wider organizational context in terms of vision, mission, andpurpose
................................................................................................................................................5
PART 2............................................................................................................................................7
Identifies and compares the extended marketing mix....................................................7
PART 3..........................................................................................................................................13
Marketing Plan.....................................................................................................................13
Media plan............................................................................................................................17
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................24
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INTRODUCTION
Marketing is a business process related to selling products and services which is inclusive of
advertising and marketing research. This is one of the most vital function within in organization
it respective of its size and scope (Ali, Nazarov and Kondratenko, 2020). Marketing is a crucial
tool in modern business environment as with the help of this company can generate
understanding of the production services and can make consumer aware about their offerings in a
market segment. With the help of marketing organization can assure stronger relationship with
consumers and can further influence them to buy product and services. Marketing function
mainly inclusive of roles and responsibilities like strategy management, campaigning,
promoting, business marketing research and more. With the help this function organization have
tendency to enhance their overall growth and profitability in industry. Present report include
discussion on the concept and role of marketing in 21st century roles and responsibilities in
marketing along with the competencies required to succeed. Report also discuss relationship of
marketing with other department in a supermarket.
MAIN BODY
Theconceptandroleofmarketinginthe21stcentury
Marketing is defined as a process of exploring creating and providing volume to meet needs and
demands of target set of consumers. In 21st century marketing emphasise upon adding value to
consumers by entertaining as well as educating them (Schultz, 2020). With the help of digital
platforms today email marketing and digital marketing is emerging as one of the powerful
marketing tool in which organisations are having opportunity to provide personalised message to
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consumers and significantly persuade them to make purchase. Furthermore it has been
underlined that marketing in 21st century is a combination of traditional as well as digital
channel. With the help of this companies are promoting their products and services (Bieger,
2021). Before 21st century companies are taking advantage of television newspapers radio in
order to reach to the target set of consumers, now in 21st century business organisations are
emphasising upon two way interactive communication with target base of consumers and
company in which with the help of social media marketing, personalised email content,
marketing strategy companies are performing their marketing roles and responsibilities.
There is a dynamic shift to digital marketing in the 21st century in which organisations however
are still dependent on print advertising in television to attract consumers but, most of the
marketers are emphasising upon the integration of traditional as well as digital marketing
strategy in order to create awareness among consumer segment (Wielki, 2020). In context with
organizations dealing in medium and small-scale organization they have low level of marketing
budget in which they are leveraging more on digital marketing tools in order to influence
consumers as technology is continuously evolving. In this digital marketing is playing important
role in today’s marketing environment in which digital marketing is providing organization to
attract and influence number of consumers from all around the world in cost effective manner.
Roles and responsibilities in marketing, and the competencies required tosucceed
Marketing in any business organization irrespective of its size and scope and industry are playing
vital role in making promotion of business, mission, vision and objective. It has been identified
that companies like apple or other supermarket stores like Tesco and Sainsbury are taking
advantage of marketing in order to sales and profitability in industry. It has been identified that
there are number of roles and responsibilities in market such as defining and managing brand,
in this responsibility marketing department engage in the function of demonstrating and making
consumers aware about the brand and interact with them to influence their behaviour. In addition
to this conducting campaign management for marketing initiatives are also one of the most
important role of marketing in which they identifies organization services and products and
communicate their features to consumer segment (Wielki, 2020). Furthermore it has been
underlined that internal communication is also one of the most important responsibility of
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marketing.In this they align their rules and responsibilities with organization priorities values and
goals who conduct marketing operations in a well defined and effective manner.
Furthermoreconducting consumer and marketing research is also one of the most important
responsibility in marketing in which responsible individuals research define target market and
identifies opportunity for growth.In 21st century marketing is also having the most important role
and responsibility in terms of digital marketing in this it is essential for marketing department to
undertake advantage of digital advertising, social media, email another form of marketing in
order to influence consumers via different digital platforms. In addition to this it has been
underlined that marketing information management is also one of the most essential forms of
responsibility of marketing in which with the help of making good marketing decisions by taking
advantage of gathering assessing evaluating marketing identifies the target consumers their needs
and demands and their buying behaviour (Schultz, 2020). Furthermorepromotion is also one of
the most important responsibility of marketing in which it is essential for marketing manager to
communicate information about services goes product business ideas to the desired set of
consumers.With the help of this marketing create awareness among consumer segment that
further aid them to influencing their behaviour.
In order to conduct all these roles and responsibilities it is essential for organization like
Apple or Sainsbury to have competencies such as communication, creativity and problem-
solving, leadership adaptability, data analysis and analytics, interpersonal skill, consumer centric
approach etc.With the help of this marketer or marketing analyst can significantly fulfill all these
roles and responsibilities in an effective manner with the help of these competencies positive
outcomes can be assured.
Marketing function works and interacts with other departments in the supermarket and how
it supports the wider organizational context in terms of vision, mission, andpurpose
Marketing department plays vital role in all organization irrespective of their size and
scope such as in supermarket like Tesco, this department is engaged in the rules and
responsibilities to align they marketing activities with organization mission and objectives in
order to accomplish overall organizational goals (Redjeki, Fauzi and Priadana, 2021). The
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interrelationship between marketing functions and other organizational functions can be
explained as, the marketing functions are part of a business organization and thus other
departments and functional units are connected with each other.This department conduct their
work and functions with having strong interaction communication and collaboration with other
department in supermarket:
Marketing and Human resource department:
In order to effectively fulfill consumer needs demand and expectation Tesco marketing
and human resoruce department ensure that with the help of collaboration with marketing and
production functions overall sales growth and profitability of organization can be enhanced. In
context with marketing department they work closely with humans resource department within
company in order to create awareness of the brand of company which helps human resource
department to influence more potential employees.While on the other hand human resource
department assist marketing department by providing them highly talented, skilled and potential
candidates those who can fulfill marketing roles and responsibilities in effective manner.This
help organization to have a strong workforce and greater brand awareness in industry which
helps them to fulfill their mission, vision and purpose.
Marketing and accounting department:
In marketing and account department within a supermarket there are distinct roles and
responsibilities. In respective organization marketing department work together with accounting
department in order to monitor sales and trends in order to further manage marketing campaign
effectiveness. In context with accounting department they assist marketing department in terms
of determining business profitability which helps marketing department to develop sales
strategies as well as program, in order to enhance overall sales with their advertising and
promotion. In context with marketing department they provide accounting department compile
reports which include information associated to the failure of success of campaign and sales
strategy. This help accounting department to evaluate them (Prihartono, 2020). Furthermore
accounting department advice marketing department with the information related to advertising
cost, while marketing department provide accounting department business forecast which help
accounting department to allocate resources in a well-defined and effective manner. With the
help of this collaboration both marketing and accounts department with the help of strong
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communication fulfill organization vision. mission and purpose in terms of managing business
accounts and generating lead with the help of marketing.
Marketing and sales department:
From past many years the relationship between marketing and sales department has been
changed in a drastic manner. Both of departments are playing crucial role. In supermarket like
Tesco with the help of collaborative relationship marketing make easier for sales department to
connect with consumers as marketing helps in building and leading relationship with potential
consumers with various strategies which include newsletter, emails, referral network, trade show,
digital marketing etc. By holding onto leads longer, Marketing is making it easier for the Sales
team to connect with the customer. Reducing the number of cold leads and increasing the
number of warm leads makes the process of closing deals faster for the Sales team. Also, having
an effective Sales team which can close the deals effectively generates revenue and ensures that
the Marketing team’s efforts are not wasted (Patsiaouras, 2019).This help sales department to
target these potential consumers which reduce the unnecessary work of sales department. While
in context with sales department they create one on one relationship with consumers and ensure
that consumer evolves from having an interest within company for paying for a service.
Salesperson effectively address consumer specific needs by providing them tailored solution as
per their requirement this helps marketing department to have a reliable and regular consumers
for promoting their products and services. This collaboration with marketing and sales
department help organization to generate revenues and enhance overall growth and development.
Thus according to the above analysis it has been identified that marketing department
significantly performed their roles and responsibilities while having stronger ties relationship and
collaboration with other departments. This helps in supporting the wider organization context
and assist business organization to assure higher growth sales profitability in industry.
PART 2
Identifies and compares the extended marketing mix.
Marketing mix is regarded as the fundamental model for business which incorporates the
product, price, place and promotion. Additionally, the marketing mix have been also stated as the
set of marketing techniques that entity uses in order to pursue its marketing objectives into
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targeted marketplace. In addition to this, it involves several field of concentration as a part of
comprehensive marketing plan. Moreover, the term often considered as common categorisation
that began as four P’s. Marketing mix plays crucial role within distribution and flow of items, ass
it ensures that goods are in effective place at appropriate time. As without effectual product
placement, clients are likely to look elsewhere for what they needed or desires. Therefore,
comparison among both firms marketing mix is performed below:
Elements Apple Inc. Samsung
Products Respective component of marketing
mix analyse the business yields
(Gurtner, Spanjol and Griffin, 2018).
In regard of Apple, its item blend
includes things and administrations
which are classified or incorporates
data innovation. Also, the firm keeps
on investigating their item blend,
fostering the conceivable outcomes
to add non IT related things. The key
product offerings of Apple Inc. are
iPhone, iPad, iPod, Apple TV, Apple
watch, programming and numerous
others.
Thing is one of the huge parts in the
Marketing Mix of Samsung Electronics
things are made and conveyed in 6
overall arrangement networks and in 53
overall collecting workplaces. There are
34 R&D bases on the world busy with
the formation of new product. As
shown in the going with table, Samsung
things can be disengaged into three
divisions and each division consolidates
more than one thing arrangement.
Price Apple has figured out how to
actually foster their standing as
exceptional way of life as well as
extravagance brands and it
accompanies robust sticker price.
Also, the firm puts vigorously into
research and improvement, the own
product used into things upgrades the
expense of creation. Moreover,
The assessing technique of Samsung
can be portrayed as a mix of the going
with assessing procedures depending
upon the thing range, time of ship off
and the climate of the outer market.
Cost skimming: This includes putting
expensive retail costs on its most recent
items (Hastings and Domegan, 2017).
Samsung does this with its PDAs and
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separate firm follows skimming
estimating technique through that
they charge a higher introductory
cost, to then bring down this
throughout the time. As interest of
beginning clients is fulfilled as well
as contests enters the commercial
center, Apple abominable the
expense for drawing in others, much
cost delicate populace section.
various things with forefront and
moderate components. Samsung
reduces costs and fabricates its slice of
the pie as quick as rivals ship off items
with comparable components and
limits. "Framework S8 and S8 Plus
cells, for instance, started to see furthest
reaches of more than USD 150 in the
range of two months of their farewell".
Place Apple have severe rules concerning
who is allowed for selling its things
for guaranteeing the powers over
dispersion. Because of this, they has
a lower cost of circulation as well as
become equipped for putting into
different regions like item research
as well as likewise building up the
higher closures brand picture. It
dissemination includes Apple stores,
Apple.com and application store,
approved dealers, telecom merchants
and others.
The spot is the third part in the
Marketing blend related with
circulation. Samsung is dynamic
through different redirects watching
out. Samsung furthermore manages the
thought named channel advancing
which has three sections. Arrangements
and organization merchants, Modern
retail and Distributors. The
commitment of arrangements and
organization merchants is to manage
key records for Samsung and to
remember for corporate arrangements.
They could open showcase regions for
Samsung.
Promotion Marketing methodology of Apple
has turned into a benchmark for one
more firm which aim for arriving at
the comparable accomplishment as
well as have grown firm as one of
Promotion is the essential piece of the
promoting mix to represents te aspects
(Lee, 2018). Samsung uses various
extraordinary designs. Through papers
and high level media, Samsung sells its
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the much persuasive inside world.
Also, particular firm keeps this
straightforward, blocking data over-
burden, longer item attributes records
or exceptional effects which may
over whelm purchasers. Likewise,
they thinks upon creative incentive
seldom truly addressing the expense
of its things. However the cost could
be higher than contest.
product. Samsung claims that notice is
the best strategy for showing up at its
future clients. Samsung uses often
inconvenient systems to offer the thing
to the client.
People People are considered as the
fundamental part of all firm as it
create, plan, production and sell the
things and administrations. In
addition, staff have the much
extensive effects of some other 7ps.
At Apple retail, laborers are chosen
because of its cordial, well disposed
and appealling characters. Moreover,
capabilities might be educated to all,
yet character comes in.
Individuals are one of the parts in the
Marketing Mix of Samsung. Samsung
Key People are Lee Kun-
hee(Chairman) and Lee Jae-yong (Vice-
chairman). Samsung has 320671
delegates. As delegates are the basic
asset of the association. Samsung has
extended its pay by US$ 208.5 Billion
of each 2018. Samsung helpers are
Samsung Electronics, Samsung
Engineering, etc.
Process Without the proper methodology,
this is incomprehensible for giving
the incredible things and
administrations (Malhotra, Nunan
and Birks, 2017). At Apple, every
item starts with plan, inverse of the
way they performs into different
firms. Whenever merchandise is
The procedures is one of the parts in the
Marketing Mix of Samsung. Samsung
includes approximately 80 associations.
It is significantly separated and has
exercises in fields including
manufacturing, purchaser equipment,
financial organizations, shipbuilding,
and clinical advantages. Samsung is
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done, particular substance staff
structure it, foster it and test it once
more.
following endeavors' endorsed methods
and cycles for the collecting of its
things
Physical
evidence
Physical proof is what customer
screens prior to purchasing things
(Mogaji and Yoon, 2019).
Additionally, this might be anything
from the shops, logo, bundling or
staff uniform. Furthermore, they has
overseen for recognizing a strong
collaboration among entire these
parts to foster extreme premium
brand. Likewise, Apple stores are
framed to be welcoming as well as
moderate to gives buyers a
customized encounters that includes
classes and occasions.
Physical Evidence is one of the parts in
the Marketing Mix of Samsung. The
association exhibits things in different
toned packaging can be expeditiously
found on store racks. They are put on
the association's uncommon racks,
which have a substitute tone and plan. It
allows the place of these racks in
powerful retail stores for clients.
Recommendation:
It has been recommended to Apple that it have to comply skimming pricing strategy by which
they may charge premium price, to thereafter lower than over the period. As demand of first
customer is satisfied and competitions enter the market area, Apple lower down the cost in order
to grab the attention of others, more cost effective population segment. Along with this, it has
been also recommended to them that they have to follow their innovative value proposition
which rarely ever presenting the price of their goods. Although the cost might be higher in
comparison to competition.
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PART 3
Marketing Plan
Marketing plan is considered as the strategic roadmap which businesses utilise for organising,
implementing and tracking its tactics marketing upon provided time duration. Additionally, it is
the advertising strategy which business would execute for selling their item or service.
SMART objectives
Objective Specific Measurable Attainable Relevant Timely
To increase
profitabilit
y of Apple
by 15% in
next two
years.
This is specific
objective as it
focuses on
financial
returns of the
marketing
plan.
The change in
profits of
Apple can be
used to
measure this
objective.
Loyalty offers
can be used to
enhance
profitability of
the new luxury
products.
This is relvant
as it helps the
company
attain higher
profitability.
2 years
To increase
consumer
retention
by 20%
This is
specific
objective and
focuses on
consumer
retention
improved by
new food line.
This objective
can be
measured by
determining
consumer
retention rate
changes.
This objective
can be attained
by attracting
consumers
through
personalized
marketing.
This is
relevant as it
provides
competitive
advantage to
Apple.
1 years
Link with Apple’s mission
The vision statement of Apple is “ they believe that they are upon the face of earth for
developing a great items and which is not changing”. The marketing plan is related with the
Apple’s mission as this uses promotional tactics and personalisation for maximising the
experiences of customers.
Link with corporate strategy of Apple
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