Comprehensive Marketing Report: Wilkinson's Strategies and Analysis

This report provides a comprehensive marketing analysis of Wilkinson, a UK-based retail company. It begins by outlining the roles and responsibilities of marketing functions, emphasizing market information management, promotion, distribution, pricing, financing, selling, and planning. The report then delves into the specific roles and responsibilities of a marketing officer within the organization, highlighting their coordination with departments such as finance, HR, operations, and research and development. Furthermore, the report compares Wilkinson's marketing mix—product, price, place, promotion, people, and process—with that of Primark, illustrating the differences in their approaches. The report concludes with an evaluation of Wilkinson's marketing plan, offering insights into the company's strategies and objectives.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing officer in organisation............................................3
Task 2...............................................................................................................................................5
P3 Compare different organisation with base of marketing mix with planning.........................5
Task 3...............................................................................................................................................7
P4 Evaluation of marketing plan.................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the thing which is needed by every company to satisfy needs and
preferences of customers. Generally concept helps in making relation in between the consumers
and firms. This is used to attract large number of audience in perfect way. Marketing should be
done in creative manner so that customers can shift their satisfaction from existing company to
towards he/she get attracted (Wilson, Zeithaml., et. al., 2012). The report is based on entity
Wilkinson which is a retail company in UK and many countries are also covered by the firm with
having more than or around 400 stores. The business was founded by LISA WILKINSON in the
year approximately 1930. Firm has been for household essentials like cleaning products,
stationary, pet products and kitchen wares, health and beauty lines etc.. report will discuss about
the roles and responsibilities played by marketing mangers and its relation with wider
organisation and comparing the company with other firm in context of marketing mix and what
the plan is followed by the Wilkinson to achieve its goals and objectives.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing plays various roles and responsibilities for the firm. Thus the concept is very
useful for those companies who are introducing their product or either existing companies has to
provide a information to the large market in effective way (Jobber and Ellis-Chadwick, 2012).
Although marketing helps firm to attain their goals and objectives and to earn profits in right
manner by satisfying the customers.
The function helps in collecting the information about market, which can be used by the
entity in right manner and can use those information in decision making for success of
organisation. The various function of marketing is as follows:
Marketing information management: The management is responsible for using data in
right manner. Wilkinson has to make a research in market that what type of things are available
in market and is customers are satisfied with that and any changes in consumers needs and
wants. Collecting all such information helps the entity to use those data in right manner and
produce those items and services which can satisfy the needs and wants of consumers in
effective manner. Management has to use this data in decision making for the market and has to
1

evaluate the decision in perfect manner which will help to entity achieve its targets and
objectives.
Promotion: The Wilkinson uses many other promotion technique which help the
company to attract the many consumer towards their retail store. Promotion helps the business in
providing a information about the new product or any new things in existing items and services
which helps the consumers to take advantage of that thing in right manner (Lovelock, 2011).
Promotion can be done by Wilkinson in various ways like advertising, personal selling and
public relation etc.. this function helps the firm to earn profits and satisfy needs and wants of the
consumers in perfect manner. Through this concept firm can tell to large customers about
availability of items and services in their store at reasonable prices.
Distribution: This is something which is used by the retail store. To provide products
and services to ultimate customers on time. Firm chooses the best distribution channel to send
their items through transportation. Thus transportation is that thing which helps in carrying the
services and items from one place to another place in right way and with safety. Decision about
the distribution is crucial.
2
source 1: Marketing Function

Pricing: The price set by firm is done after evaluating many things, price must be that
which can attract the customers towards them. This function should be appropriate or reasonable
so that people can buy the things from the store. If prices kept low in starting than people thinks
that quality products will not be there and amount kept high than generally people ignore to buy.
So it is require by the firm to kept prices reasonable.
Financing: Wilkinson has to make a budget for their company so that they can make a
expense according to that. Finance is the main part of whole organisation as without money a
company cannot make anything or won't be able to do any task in right manner (Blattberg and
Deighton, 2010). Finance is base of every department or any work. Wilkinson also had the
problem of finance but they easily gathered money because the brand itself works for the
company.
Selling: The business can earn money or profit after selling many products and services
in effective manner. A retail store basic work is to sell their items in right manner and satisfy
their customers with there products. After sale services also can make consumer happy because
this is something which a many company lacks of it. Selling helps in attaining the goals and
objectives by firm.
Planning: It has to be made by every company not only be Wilkinson. Thus planning
helps the company to work in right direction. Through planning a firm can earn higher profits,
but it is required by entities to make a research of market, so that the decision in planning can m
make out in perfect way. Planning is a type of blue print which provides an idea to the company
they have to work in this way or that way.
P2 Roles and responsibilities of marketing officer in organisation
The marketing officer is having many roles and responsibilities in organisation as the
officer is having responsibility of bringing coordination among different departments and the
various levels too (Peter and Donnelly, 2011). Marketing manager is the one who helps the
company to attain its targets in perfect manner. Officer has a role of creating the things in very
great manner. The manager plays a effective role in many departments which are as follows:
Finance Department: This is that department which has to make coordination with other
division of the same level as without the effective working of this station no other department
can work easily just because every level needs finance to carry out their work in proper manner.
Marketing officer helps in making budget with finance manager, they divide money according to
3

its requirement in organisation. The finance division helps other staff of firm to get their work
done in fine manner.
HR Department: The HR department is responsible of getting work done by the workers
in right manner, thus they are those whoo helps the company to attain their objectives in right
way. Its a responsibility of HR manager to keep their workers or employees up-to-date with the
information or the policies created by senior managers. The motivation of employees is very
much required to complete the task on time, motivated employee works effectively and
efficiently in organisation. The marketing officer do changes work with them to get the work in
proper manner. Officer tell them about the needs and wants a consumer is having and they have
to produce the items according to them only to satisfy their demands.
Operations: The operation department is responsible for getting the work done in
smoother way. This division helps in getting productivity from the different staff just because
making decision and working according to that leads in smoother functioning or working of
organisation. The staff is responsible of taking different departments together to achieve the
targets and goals of firm (Chen, Wang and Wang, 2010). Officers are the one who takes care of
operation department and looks forward to have everything in systematic form for smoother
functioning of Wilkinson.
Research and development: The marketing officer is responsible of having a research in
effective way. Research and development team helps the organisation to use the collected
information in proper manner. Such as that data is used in decision making and working flow of
organisation can improve. Research and development team has to coordinate with marketing
officer so that the data and information can be used by them in marketing the products and
services in perfect manner. This department is very useful in every organisation as because these
division helps the firm to attain the goals and objectives.
The roles and responsibilities by the marketing officer is maintained by him/her in perfect
manner. Thus manager is the one who brings coordination in between everyone even in between
the departments too. If whole organisation works as one then they can accomplish their targets
within the time period stated. The role of marketing manager in different division is too have a
smoother work and they can contribute their hand in the development of firm. Marketing can be
possible after getting all the various levels and division together to perform a certain task in
efficient manner and effectively. Marketing helps the company to get in touch with the large
4

public. Promoting something effectively and creatively always going to help the entity in perfect
manner.
The marketing officer helps the organisation to use their resources in effective manner to
promote their products and services in large market, because through marketing the millions of
people get attracted towards company and his products. Somewhere if marketing is done in
creative manner than the firm can attract those customers who are satisfied with the other
companies products. Its a power of promotion who can shift the existing customer of a firm to
become a consumer of other entity.
Task 2
P3 Compare different organisation with base of marketing mix with planning.
Different organisation is having various marketing mix techniques. They use this mix in
various ways as this helps in placing a product in market with effective manner. Using of
marketing mix by various firms make them able to fight with many other companies in effective
manner. The marketing mix helps firm to attain their goals and objectives in perfect way. The
comparison of Wilkinson is with Primark as both the entities uses their style of marketing mix in
their own ways. The differentiation in between these industries are as follows:
Marketing mix WILKINSON PRIMARK
Product This company is totally serves the
items of households like grocery,
cleaning products, stationary etc.
This company is also with household
products but they do sell cloths as well
which makes a little bit different from
Wilkinson.
Price As such company is with household
products only, so they changes the
prices according to the customers.
They have fix prices they do not
change price for customers as they
have their own brand.
Place Wilkinson is founded in England
UK and it is in many other
countries too.
The Primark is founded in Dublin
IRELAND. And it is in more than 180
countries.
Promotion Company uses the promotion Primark can use different technologies
5

technique in effective manner as
they have a thought that customers
will get attracted to their products
through the marketing and through
this only, they can communicate to
the large market.
to promote them to large market, they
use marketing in different manner
because this is a brand itself so there is
no need to market themselves.
Generally they use when they need to
provide information to large market
about anything.
People They have a good amount of
customers as they are busy in
serving society by their products.
As this company sales only
household products.
They have number of customers more
than the Wilkinson just because they
sale cloths too. Which increases the
consumers as well.
Process The processing system is very
effective as they use the best
distribution channel among others.
Primark is having its own distribution
channel which is very effective in
working.
Physical evidence Wilkinson is in many countries and
having store more than or around
400.
This company is in more than 180
countries and having around 500
stores around the globe.
The marketing mix do has their initiatives in marketing planning process, the mix helps
in making a marketing planning because through this a company can make an effective planning.
Thus planning cannot be done without the marketing mix. Through the difference in between
these it has come out that the company uses mix in various ways. Marketing mix gives a per
forma of market to the companies which helps them to make a great decision related to market
and can make a perfect planning which can help the firm to achieve targets set by them.
Comparison is that thing which helps a firm to make a great move in market and can
compete with other in right manner. Competition is always in between the large firms and they
do satisfy the customers demands with their needs and wants. Having a comparison always helps
marketing officer to make a right decision according to market scenario (Hoffman and Fodor,
2010). The panning process is of 5 steps like (identifying a target, situation analysis, setting
6

objectives, developing marketing strategy and planning evaluation in perfect manner.) these
steps helps the organisation in attaining their goals. The planning is made by keeping in mind
about the marketing mix of the market. The company WILKINSON has many plans they make a
lot plans together they do not rely on single plan if one has not evaluated correctly then they
choose second one to work over that. Wilkinson is having a great strategic plan by the senior
managers. The planning do affects functioning of an organisation, because its hard to change
mindset of employees related to the environment and needs to motivate them to accept the
changes and work according to that. Marketing helps in selling of products and services of the
company into large market, but it is required to make a panning for the marketing.
Task 3
P4 Evaluation of marketing plan
Evaluating the market plan means that which has made for success of organisation has
been evaluated or not. In other words the company sees that the plan has been implemented in
right manner or not. Evaluation of plans has to be implemented in right manner because the
companies are facing a lot competition in global market and they have to fight those in correct
way (Hair and Sarstedt, et. al., 2012.). At the time of marketing planning the senior manger do
include lower level while making decisions and with these employees feel that they are the part
of organisation and they do complete their task on time, which helps the organisation in
achieving the goals and objectives of firms in effective manner.
Executive summary: The WILKINSON is company who is selling the products of
households and they are selling items with more than or around 400 stores worldwide. It was
something the roles and responsibility of marketing used by the company in effective manner.
Marketing is an efficient function of business which helps the Wilkinson to achieve its targets
and goals in within the time period stated.
Industry overview: Wilkinson is the leading company of UK in relation to household
products they serve millions of people with their services and products. The customers do buy
from the retail company because they provide satisfied products and services to customers.
Household products like (cleaning items, stationary, groceries, pet products etc.) all such items
are provided by the firm at good prices as they know that the consumers are rationale in nature so
they have to provide them the quality products for the price they are paying to them.
7

Situational analysis: Having all the information about the environment which helps the
firm to make right decision. Environment are internal and external both which can affect the firm
anytime. This helps in knowing the overview of the company:
Internal analysis: The internal strength should be known by the every company as
Wilkinson know that their inner environment also plays a crucial role, those who play a role in
right manner are (customers, suppliers, financial structure etc.) these are those factors of internal
environment who provide their helping hand in attaining the business goals and objectives.
External analysis: This factor affects firm in very bad manner and they are responsible to
make changes inside the business. Analysis by entities is required because this can help in
knowing that the firm is working according to legislation made by the government in right way
or not. The external environment helps in getting the achievement in perfect manner thus it helps
in attaining all the goals and objectives of the firm.
Strategies: The retail market do make the strategies as they do face challenges and face
the competition in market. Strategies are those if it is made in right manner than it can bring a
company on top and other firm in line after the Wilkinson. Strategies is made by senior
management which has to be followed by every department in right way which results n the
attaining the achievement of firm. Strategies should be better evaluated than other companies.
Budget: This has to be made by every company because this helps in dividing the money
into different division of organisation. Budget helps in reducing the cost and earning more
money out of it. Budget is used to have a perfect market research.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial capital 35000 2100 4600 3000 7600
Finance 14500 15200 16000 14400
Total 35000 16600 19800 19000 22000
8

Marketing
expenditures
Publicity 7000 6000 6000 3000 5000
Sales publicity 6000 1000 5000 4000 1000
Direct
marketing 3000 1300 2100 2300 1100
Internet
marketing 2000 1000 4000 3000 3000
Social media 1000 6000 8000 13000 1700
printing 600 700 600 200 7500
Events 4000 9000 6000 1300 2500
Total 23600 25000 31700 26800 21800
Control: This is something which should be taken care by the management in effective
manner. Control should be there so that the work can be done in nice manner, budget helps in
knowing the wastage of money did and how much expenses has occurred during a year. All such
thing should be included in right manner so that business can make a perfect plan for their
success. Thus marketing plan should be in such a way which help in attaining all the objectives
of the company.
CONCLUSION
The above report state that the company Wilkinson is the leading firm in household
products and sells the quality products only, they are confident with their products in market
because they generally focus on household items only. Through the roles and responsibility of
marketing function or the marketing officer do helps the company in attaining their goals and
objectives. An how the marketing mix helps organisation to have a great plan all such things
helps in making strategy by the senior managers for the employees working at the lower level.
9

As company has to use the marketing concept to make their product in the market. Marketing
chose segment is with the companies but they do choose the best technique to promote their
product into market. Even the marketing officer do helps the companies in making their product
or item in market they tell firms to utilise the concept of marketing in correct manner.
REFERENCES
Books and Journals
Wilson, A., Zeithaml, V.A., et. al., 2012. Services marketing: Integrating customer focus across
the firm. McGraw Hill.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Linoff, G.S. and Berry, M.J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Blattberg, R.C. and Deighton, J., 2010. Manage marketing by the customer equity test. In
Perspectives On Promotion And Database Marketing: The Collected Works of Robert C
Blattberg (pp. 205-213).
Hair, J.F., Sarstedt, M., et. al., 2012. An assessment of the use of partial least squares structural
equation modeling in marketing research. Journal of the academy of marketing science.
40(3). pp.414-433.
Kozinets, R.V., et. al., 2010. Networked narratives: Understanding word-of-mouth marketing in
online communities. Journal of marketing. 74(2). pp.71-89.
Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Chen, W., Wang, C. and Wang, Y., 2010, July. Scalable influence maximization for prevalent
viral marketing in large-scale social networks. In Proceedings of the 16th ACM SIGKDD
international conference on Knowledge discovery and data mining (pp. 1029-1038).
ACM.
Hoffman, D.L. and Fodor, M., 2010. Can you measure the ROI of your social media marketing?.
MIT Sloan Management Review. 52(1). p.41.
Online
Marketing 2017. [Online]. Available
through<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>.
10