Marketing Essentials Report: Wilkinson's Marketing Strategies and Plan

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function, the application of the marketing mix, and the development of a marketing plan, using Wilkinson as a case study. It explores the significance of marketing within the organizational context, examining its interrelationships with other departments such as production, research and development, customer service, administration, finance, and distribution. The report delves into the five marketing concepts (production, product, selling, marketing, and societal) and the functions of marketing, including management information systems, pricing, product and service management, distribution, financing, selling, and promotion. Task 1 explains roles and responsibilities of the marketing function. Task 2 explains the marketing mix of Wilkinson. Task 3 explains the marketing plan of Wilkinson. The report aims to provide a detailed understanding of marketing strategies and their impact on business objectives, offering insights into how Wilkinson utilizes these strategies to achieve customer satisfaction and organizational success. The report concludes with a discussion of the importance of marketing in driving sales and achieving long-term sustainability. The report is a student submission available on Desklib.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain roles and responsibilities of the marketing function............................................4
M1 The roles and responsibilities of marketing in context with marketing environment .....6
P2 Explain relation of roles and responsibilities of marketing department to other department
................................................................................................................................................6
M2 Significance of interrelationship between marketing and functional unit of organisation. .9
D1 Analyse marketing functions and interrelation with functional unit of organisation.......9
TASK 2............................................................................................................................................9
P3 Explain Marketing mix of Wilkinson ...............................................................................9
M3 Different tactics applied by organisation to demonstrate business objectives to accomplish
..............................................................................................................................................12
D2 Strategic plan that tactically applies the use of 7ps to achieve marketing objectives ...13
TASK 3..........................................................................................................................................13
P4 Explain marketing plan of Wilkinson ............................................................................13
M4 Detailed Coherent evidence based marketing plan for organisation ............................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
.......................................................................................................................................................20

INTRODUCTION
Marketing is very crucial activity for the company because it boost up the sales of
products and services of the organisation. It includes give information related to the services and
goods to people of the society. The marketing strategy of Wilkinson will also discussed in this
report. Main motive of the file is to describe how company use their strategy of marketing which
helps to give satisfaction to the customers. Three task will be involved in this report in which
first part is all about roles and responsibilities of the marketing. Marketing mix which is very
important for smooth conduction of marketing strategies. Product can be placed by the
organisation with the use of marketing mix (Berkowitz, 2016). This report will also discussed
marketing process which help to achieve organisational goals and objectives. As per marketing
manager I have to ask to betterment of activities of marketing in Wilkinson. In the last task the
report will also describe a appropriate marketing plan or cited company.
TASK 1
P1 Explain roles and responsibilities of the marketing function
Marketing basically is the study of the management and other exchanging of the
relationship (Raj, Walters and Rashid, 2012). It is defined as the some activities, process of
building, structure of institutions, by communication as well as delivering along with exchanging
offers. It turned with the particular value to their partners, clients, customers and society. So,
they can fulfil their demands and needs by balancing the structure of market place. Other than
the innovation it is the one of premier element of the management of business activities.
Concept of marketing: According to this concept every organisation have to find out
needs and preferences of various customers and than produce that kind of product which have to
be matched with client's choice. Cited organisation is focuses on concept of marketing which
help to them increasing their profitability level. They are give their best products and services to
various clients in large geographical area. Cited company can maintain their good relation with
the customers with the helps of this concept of marketing. Cited company can easily analyse
change in choices and preferences of the customers with the help of this philosophy (Puddle,
2015). Mission and vision of the organisation can also be identifies with the help of marketing
concept. There are five concept of marketing are mentioned below:

Production concept: According to this concept there are various products are available in
the market for every kind of customer so they can easily purchase any goods and services with
low price. Cited organisation is focus on this concept because it will help to identify the risk in
business activities and also doing effort for eliminating them (Campbell and Martin, 2015). A
company can also achieve their targets and goals with the help of this concept. According to this
concept it facilitating change in production and distribution tools and techniques so company can
increase efficiency and productivity.
Product concept: This concept involves that customer want those kind of product which
are give them full satisfaction and benefit. So it is the responsibility of the company to give that
kind of product which attract more and more customers located in wide geographical area.
Organisation can easily improve and develop their product and services with the use of this
concept. Wilkinson provide house hold product to the customer so it is important to give better
quality which are beneficial for the company and customer both (Ebert and Griffin, 2015). So
basically it is very important for cited company to produce those kind of goods which have to be
matched with the preferences and taste of the customers.
Selling concept: This concept is very dispensable for every company because it helps to
boost up the income level. In this concept company is focuses on the maintain positive and good
relation with the suppliers because they are mediator which are playing very important role to
provide goods and services to the customers. For this purpose organisation can promote their
products by various promotional activities such as advertisement so that customer get know
about the products offer by the company. Wilkinson is provide household products which are
demanded by the people of the society. For the success, cited enterprise use various strategies
which helps to increase their profitability. Organisation not only sell the products but also they
provide after sell services of products. This will helps to make goodwill and brand image of the
company in the market (Hagan, 2011).
Marketing concept: This concept is very challenging for almost companies because it
includes change and develop procedures and plans which helps to full fill organisational goals
and objectives. This concept is help to provide quality products and services to the various
customers which helps to boost up the income of the cited enterprise.
Societal concept: This concept describe welfare of society by give products and services
to the people. It includes that living standard is depend on the consumption habit of a person. It is

the responsibility of the cited company to generate those kind of product which can contribute in
welfare of the society. For this purpose company formulate strategies which helps to meet the
need and wants of clients(Gummesson, 2011).
Role of marketing: The success of a enterprise is largely depend on the marketing
activity which is carried out by that company (Judge and Robbins, 2015). For this purpose cited
organisation can use the marketing function which helps to get feedback so that company can get
to know about their weaknesses. The main motive of a enterprise is to earn maximize profits and
sustain for the long time in the market. So it is important for the company to focuses on the
source 1: Marketing functions

production process so they can provide quality goods ton their clients. With the use of marketing
strategies company can attain healthy competitive advantage in the market.
Function of marketing: There are many functions of marketing are given below:
Management information system: This system is useful to get all the information related
to customers needs and wants which helps to company take better decision of production
process(Hagan, 2011).
Pricing: For decide the prices of the product cited organisation used many strategies.
Many authorities are defines rules and regulation related with the fixation of prices which have
to be followed by the cited company.
Product and service management: It includes that organisation is focuses on the
packaging of the product so they can attract more and more customers.
Distribution: It is very important for cited enterprise to maintain their distribute channel
so customers can easily reach the products and services.
Financing: According to this function of marketing, cited organisation is provide many
facilities to their customers regarding the payment such as card facility and bills payment
(Koontz, 2010).
Selling: Customer satisfaction level is increased if organisation can directly interact with
the people who take interest in their business activity.
Promotion: This is very major function of marketing in which lot of promotion strategies
can be used in the company. This will helps to give information about the product and services to
the people of the society offer by the enterprise.
M1 The roles and responsibilities of marketing in context with marketing environment
Marketing is one of the vital component part of the organisation. It usually consider the
concept of marketing which help to them increasing their profitability level and it easily analyse
change in choices and preferences of the customers (Ormrod, 2014). This concept is very wide it
includes the production, product, selling as well as marketing concept. Along with this the
functions and role of marketing define as the by fulfilling needs of consumer as information and
research system, decide the price of the product which is most challenging task while setting the
lower prices and also raising profit marketing for company. Then promoting the product so
people can be aware about the product and also finance them so people will prefer this cited
product as compare to other competitive product.

P2 Explain relation of roles and responsibilities of marketing department to other department
Every kind of organisation have various department such marketing department which is
responsible for conducting all the activities of the marketing. The main purpose of this
department is to increase the sell of products of the company. This department is also
interconnected with other department of the enterprise(Judge and Robbins, 2015). Some other
departments are mentioned below:
Production: The role of this department is very crucial in the organisation. With the help
of research information can be gathered related to the taste and preferences of the clients.
Production department can use this information for produces goods and services which helps to
meet choices and wants of various clients. Production manager is responsible for identify all the
data related to customers. It is the initial activity of marketing department.
Research and development: Success of marketing department is based on the research
and development because of helps to identify changing aspects in taste and preferences of the
customers (Koontz, 2010). Research and development department is also responsible for
innovative existing products and launch new goods and services according to the client's choice.
Recent updates of existing products are also gathered with the helps of this department. Apart
from that this department is also rendering the quality check activity which helps to make better
quality products so company can attract more and more customers.
Customer service: This is very crucial activity of marketing department to give after sell
services to the various customers. Cited organisation is provide household products so it is
important for the enterprise to give after sell services so that customer can satisfied with the
product. Customers are the key factor for the success of the enterprise so of is important to give
full satisfaction to them to provide goods and services according to their needs and wants.
Administration: This department is also connected with the marketing department
because administration department is control whole work of every worker in the organisation. It
is responsibility of this department to manage all the activities so that organisation can full fill
their goals and objective in efficient manner (Nguyen and Simkin, 2012).
Finance: Activities of this department is play very important role for smooth execution
of marketing department. Every kind of activity requires enough funds which is provided by the
finance department. Identify the needs of funds and than arrange various sources of funds is very
important activity which is closely related to the promotional strategies which is major function

of marketing department. Apart from that finance department is also responsible for the identify
that fund are used in proper manner(Lamb, Hair and McDaniel, 2011).
Distribution: This department play very important role because they are distribute goods
and services to various customers. Marketing and production department is linked with the each
other because distribution department is play role of mediator between those department. New
market can also identify with the helps of this department so it will help to distribute products
and services and maximize profit level. If a company have appropriate distribution channel than
clients are easily reach to the products offered by the cited company (Malhotra, Birks and Wills,
2013).
Human resource: Employees of any organisation is very important because all activities
of every department is conducted by them. So human resource department is responsible to hire
qualified and skilled employees so they can give full contribution towards the work and increase
productivity of the cited enterprise. Candidates are emerge new ideas and advices which can
used by the company formulation of different marketing strategies, activities which are
conducted by this department is very important because with skilled and qualified employees,
company can full fill their goals and objectives. So basically success of the enterprise are depend
on the workforce(Malhotra, Birks and Wills, 2013). Human resource department is also
responsible for identi9fy the need of workers in the cited organisation so that function like
production and distribution can fulfilled smoothly without any hurdle.
IT department: To increase the variety of products this department is play very important
role with the help of new technologies which is develop by the IT department. Effective
implementation of marketing strategies with the help of modern technologies (Mihart, 2012).
These new techniques can be adopted by marketing department for give online advertisement,
sell product online and create web pages so clients can be attracted. Market information can also
collected by this department which is used for the maximize the earning of Wilkinson.
Marketing department: This department play very crucial role because they conducting
all the marketing activities which are directly affect the profit margin of the organisation.
Various promotional activities such as advertisement is conducted by this department and also
give information about the products and services offered by the cited enterprise (Lamb, Hair,
and McDaniel, 2011). It attract lot of customers in wide geographical area which directly boost
up income level of the company.

Sales: The activities of marketing department and sales are connected with each other
because they are inter dependent. Promotional activities are also include such as social media,
loyalty program, rebates and discount coupons by which customers can be attracted and take
more interest to buy products of the enterprise.
M2 Significance of interrelationship between marketing and functional unit of organisation.
It is declared that the marketing act as the communicator in between he outside world and
company. Where areas, other customers also want systemic interaction with department which is
fundamental and attain all the goals of organisation. Marketing equally helps to the other
functions also to increase the quality and performance within the enterprise. The plan of the
merchandising include financial information to new and existing product (Wirtz, 2012).
Commercialism support then while taking investment decision. Marketing strategies stimulate
definite responses of markets so they influence demands of goods, services and terms of level.
The research of the marketing provide understanding of product and also measurable with
standards of consumers. Sales also cultivated with the marketing actions and offer product to
their clients and try to make it profitable for enterprise.
D1 Analyse marketing functions and interrelation with functional unit of organisation
Marketing is very broader function and it critically develop business by promoting
products and services. In market research it demands to gin insight into the customers and also
intend to serve products which need to develop by identify strength of products . So the research
basically a perpetual function of marketing which help in improvise new products so they can
improve the subsisting products. The research is core which becomes exact point in developing
with fresh solutions and which also exceed expectation of competitor (Rother, 2010). There are
various mediums through which they advertise, selling, public relation and either promotional
functions by using various mediums. The consumer services includes calls of follow up to make
sure that their positive as well as negative experiences also follow through various services
commitments by resolving complaints.
TASK 2
P3 Explain Marketing mix of Wilkinson
When all the elements of marketing are combined by the organisation than it is known as
marketing mix. It helps to smooth functioning of the marketing activities which is very important

to increase sell of products of the enterprise(Mihart, 2012). Wilkinson can improve and develop
their product with the help of marketing mix. Without this factor a marketing activity is not
completed effectively because this is the base of marketing field of any organisation. Marketing
mix is including 7 P'S which are given below:
Product: Cited company is provide household products like electronic products, kitchen
appliances and grocery products to the various customers located in wide geographical area.
They are give high quality of product and also give after sells services so customers can satisfied
with their products(Nguyen and Simkin, 2012).
Place: This element of ,marketing mix is includes location where they can sell their
goods and services. Cited organisation have to make their mission and vision to provide products
and services in every location of world. Cited company open their stores in every place such as
railway station, airport, universities and colleges. Their main focus is to provide quality products
according to need and preferences of the customers so it can helps to increase the satisfaction
level of many clients.
Price: According to this element of marketing mix it include the amount which is paid by
the customers against purchase of any product offered by the cited organisation. For fixation the
price a company can adopt cost leadership strategy which helps to decide the price of products
against other competitive prices. Government is also opposed some rules and regulations
regarding the fixation of prices of the product (Raj, Walters and Rashid, 2012). There are many
pricing strategies which enterprise can adopt according to competitors prices. Some strategies are
explained below:
Price bundling: According to this strategy company is provided discount offer which is
attached with the product and it will help to attract large number of customers. Company design
their product in that way that it ca utilise in single package brand, it will help to reducing in
prices of products and customer take more interest to buy those products and services.
Psychological pricing: Many prices models is used by the cited enterprise, one of them
pricing model in which retail pricing is converted into odd pricing value.
Promotion: This is very important element or marketing mix because it includes many
promotional activities such as advertisement by which company can give information about the
product. Promotion activities are directly boost up the sale of goods and services. They also give
online advertisement so more and more people can be attracted. Various promotional techniques

such as display their product, mechanising and many others(Ormrod, 2014). Promotion strategy
is helps to increase the demand of customer of various products and services offered by the cited
company.
source 2: marketing mix

People: Customer are the key factor of success for any kind of enterprises because they
directly effect the income level of the company. It is the responsibility of the company to provide
better and quality goods and services which helps to make Eco friendly environment.
Organisation is responsible to provide equal services opportunities to every employee so they
can contribute with their full potential and increase productivity (Peter and Donnelly, 2011).
Training and development programmes is also conducted by the organisation so skills and
competencies can be enhanced of every employee.
Physical evidence: In this element of marketing mix define availability of product and
services in the market. Many services can be delivered by the cited enterprise such as quality of
product and after sell services. It also includes many functions and features which are operated
by the company.
Process: This element are include all the activities by which a organisation can attract the
clients. Wilkinson can attract the customer by giving quality products and after sell services. It
will help maximize earning of the company(Raj, R., Walters and Rashid, 2012).
Here comparison of 7 P'S of marketing between Wilkinson and next PLC
Basis Wilkinson Next PLC