Marketing Essentials: Pedigree Wholesale Marketing Plan and Comparison

This report provides a comprehensive analysis of marketing essentials within the context of the pet food industry, with a specific focus on Pedigree Wholesale. The report begins by outlining the key roles and responsibilities of the marketing function when launching a new product, emphasizing the importance of market research, pricing strategies, and customer service. It then explores how the marketing department interacts with other organizational departments to achieve business goals, including building customer relationships, monitoring competition, and brand management. A significant portion of the report is dedicated to the creation and evaluation of a basic marketing plan for a pet food organization, including environmental analysis. Finally, the report compares the 7 Ps of marketing for Pedigree and Armstrong Richardson, offering insights into their respective strategies and market positions. The report covers aspects of marketing plan, marketing analysis, product launch and consumer behavior.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. The key roles and responsibilities of the marketing function while launching new product
.....................................................................................................................................................1
P2 How roles and responsibilities of marketing relate to the wider organisational context.......2
TASK 2 ...........................................................................................................................................4
P3 Produce and evaluate a basic marketing plan for your Pet food organisation.......................4
P4. Comparison of 7 PC's of marketing of pedigree and Armstrong Richardson ......................7
CONCLUSION ...............................................................................................................................9
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is very necessary for every business. Marketing is a process by which goods
and services reach to its final consumers. In marketing the company needs to understand the
customers needs and wants (Hair, 2015). To implement the marketing in effective manner
enterprise need to understand the essential of the marketing. Ever organisation has its competitor
in the market to gain the competitor advantage company needs to do the commerce activities in
proper way. To company need to study the power of the marketing in the competitive business
world. Essential of marketing includes branding, promotion, segmenting and targeting.
The company which is to be considered in this report is pedigree wholesale. The
company is UK based. The company is the leading suppliers of the pet foods in the retail sector.
They have the business expanded around the world (Wilson, 2014).
In this report the responsibilities has been discuss when the new product launch in the
market. How the marketing department coordinate with the other department of the enterprise
also mention in this report. The marketing plan also produce in this report for the pet food
industry. The comparison has been made to achieve the business goals and objectives.
TASK 1
P1. The key roles and responsibilities of the marketing function while launching new product
The company needs to provide new products to its customer for their satisfaction. When
the company is decide to launch the new product they should have the knowledge and
information about the market. Product, customers expectations. This enterprise has to give the
education about the product to its consumers, communicate the value of the good and help them
to purchase the merchandise. Marketing is the vital concept to transfer the product in the
consumer hands. The marketing function play important role to launch the new merchandise in
the market. The organisation take certain decision like how they fix the prices, how the product
can be sold, how the company can retain the customer and increase the sales.
When the enterprise is launching any new product they need to do the market research
and understand the consumer needs and wants. Understand every consumers needs is very
difficult task. However the marketing department play the important role to solve this problem.
In this report the demand of pet food influence by the people who have the pet and they buy the
food according to the type of pet they have. The demand of the pet food is rising in UK and with
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this company has the good scope to sell the product. As there are many competitor the enterprise
is coming with the new products. The company already has the wider range of the product but
still company believes to bring the innovations and idea to serve their customers in better way.
Following are factors which influence the buying behaviour of the consumers. The price of the product: When the company is launching the new product the first thing
they need to decide the price of the product which enterprise want to provide to its
customers (Guffey and Loewy, 2012). The enterprise consider its goals and achievements
to fix the prices. The company need to analyse the demand and supply of the particular
product in the market. There are many methods by which enterprise fix their prices such
as going rate pricing, perceived value pricing, auction type pricing, make up pricing,
target return pricing etc. these methods help the company to determine the prices for the
product they are launching. The pricing is very important element because if the high
prices are set then no consumer buy the organisation product. Place: The place the another factor which influence the buyer behaviour. In this
company needs to decide where are product can be accessible to the customer. Place
decision find the location, inventory, Transport, coverage and the channels of the
products. The enterprise need to choose the market where the more customers can buy
their product. The place decision has the major impact on the organisation success. The
product should easily available to the consumers.
 Customer services: The marketing role doesn't end after selling the product to its
customer. But also see the customer response after purchasing the product. Now a days
company wants to satisfy their customers in overall measures and for that they regular
interact with customers through social media, emails, media etc. the organisation has the
separate department which deals with the customer problem and help them to solve these
problems.
P2 How roles and responsibilities of marketing relate to the wider organisational context
Every organisation has the dream to earn the profits and grow its business. The marketing
department has the responsibility to to grow the business revenue and Expand the market. For
this they promote enterprise product by advertising, publication and events (Anderson and et.
al, 2014). The marketing department has lot of responsibilities over the. If other department
cannot to something that can be transfer to the marketing department. The marketing head its the
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major head of the organisation(Robbins and Judge, 2012). The profitability of the enterprise
depend on this department. Following are the role of marketing department. Build the relation with the customers: The department needs to build the strong relation
with the consumers. So that they can understand the consumer behaviour and wants in
proper manner. The department do the research find the demand of the customer and
design the product which can satisfy them. The department take the feedback from the
customer to get the response for the product they sell in the market. Marketing head also
resolve the problem which consumers has. The department conduct the survey and collect
the information so that they can provide the valuable product to its customer. Keeping up with the competition: The marketing department keeping the track on the
competitor. So that they can know what they are doing. The competitor product which is
coming to the market (Anderson, Sweeney and Williams, 2011). By having all those
records. The company can make its product in more attractive way and innovate the
product so that they can have the USP in the market. The company also analyse why the
customers is buying the competitor products. While collecting all these information
enterprise can modify its product and bring the new technique to product the product. Branding: The another function of marketing department is build the brand name. Brand
refer to the logo, name ,design associate with the product. Branding help to improve the
image and credibility of the company. Brand create the emotional response to the
customers. By the help of the brand it is easy for the consumer to identify the product.
And it help the enterprise to build the brand name. It is the responsibility of the marketing
department to promote the brand name, create the loyalty and promise the customer to
give the benefits. Communicating with other department: The marketing department has the great
responsibility towards the other department. The marketing head create the channel of the
communication with other department of the enterprise. The marketing department
should flow the information in a manner so that very department knows what they are
doing for example the finance department should know what marketing department
planning to launch the product and according to that finance department prepare the
budget. The marketing head should conduct the session regarding the brand awareness
and customer handling.
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 Managing research : Marketing department has the duty for the marketing research. The
research has been done to know about the product, marketing strategies, strengths and
weakness of the competitor, customer preferences. By this company makes the strategy to
launch their product in effective manner.
TASK 2
P3 Produce and evaluate a basic marketing plan for your Pet food organisation
Marketing plan is the document which contain the marketing information like company
advertisement, efforts that enterprise needs to make to promote its product and other marketing
activities which need to place while making the product and provide the product to its final
customer (Cavusgil and et. al, 2014). To prepare the marketing plan the company need to
establish the goals and objectives. Following are the objectives of marketing. Create demand: The marketing has the objective to create the demand in the market for
the product. Demand is created by knowing the customer preferences and taste. The
enterprise design the product according to customer needs. Customer satisfaction: The organisation understand the needs of the consumer and
provide the products accordingly. This can make the customer satisfied. Modern
marketing have the more emphases on customers. Market share: The marketing activities help the enterprise to expand the market. To
increase the market share organisation need to make its product more innovative, change
the packaging, sales promotion etc.
 creation of goodwill: The enterprise can increase its goodwill by providing the valuable
services to the customers. The marketing department understands the customers need,
design the product according to customer taste, solve the customer queries. These all can
improve the goodwill and image of the product brand.
Environmental analysis
Environmental analysis help the company to determine the external factors which has the
impact on the business environment (Cobanoglu and et. al, 2011). These factors are not under the
control of business unit but enterprise can take the control measure for over come from these
factors. These factors keep changing according to time to time. Following are external factors.
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 Political factors: Political factors are those factors which are implied by the government
of the country. These factors are taxes and fiscal policies of the government. It has the
great impact on the business (Samli, 2011). If the tax rates increase the customer buying
can be decrease and it can effect on the pets foods as people spend less to buy the pet
food. On the other hand if the tax rates decrease then the demand of the pet food
increases because so many customer buying the product. The fiscal policies of the
government has the impact on the business demand and supply. The export imports also
impact by the political factors. Economical factors: economical factors are those which are generate due the economic
condition of the country. The factor consist of exchange rates, inflation, recession,
interest rate etc. these factors has the large impact on the business environment. If there is
an inflation take place in the country all the good and services prices are increase and the
consumer buy the less products. In this case the demand of the product decrease. If there
is increase in the employment rate in the country the income also increase and that impact
on the demand of the product (Hsu, 2011). Social factors: Social factors are those which are influence by the social group of the
people. The group of the society share common value ,belief,culture, norms. Which
influence their buying behaviour. In UK the demand of the pet food is high because the
people in UK believe that the health is important aspect and they like to give good and
healthy food to their pets. Pedigree wholesale produce the products for the pets which are
high quality and they are healthier for the pets. Technological factors: pedigree use the high technology and techniques to produce the
goods for the pets. They also innovate their products so that they can compete in the
market. They keep the latest track records to provide the excellent quality of products
which are value for the money. The company keep adding new products to its ranges to
attract more and more customers. Legal factors: Legal factors are another element which impact on business. The company
has to follow all the legal laws and regulation in there organisation. The employment law.
Child labour law, quality standard laws etc. the enterprise follow all these laws to
generate the good image in the market and for the smoother business operations.
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 Environmental factor: Company produce all the goods which are eco friendly and has on
negative on the environment. The company promote the safe environment by the its eco
friendly packaging.
STP of the pedigree wholesale Segmenting: segmenting refers to the sub groups which company choose to sell its
product. The enterprise select the group of people out the whole population to have the
potential customers (Woiceshyn, 2011). Pedigree wholesale do the segmentation by
choosing the people who are having pets. Targeting: Targeting refers to select the one particular group from the segment. The
pedigree target the customers according to its product ranges. So of the product are
offered to the mass population and the prices are also low of those product range. But the
enterprise also has some exclusive brands which are target to its premium customers and
the prices of those products are high.
 Positioning: The company position its products as the high quality food for the pets. If
any person wants to feed their pets in healthier manner the pedigree is the brand to serve
the best services.
7 PC's of marketing Product: The enterprise design the product in which they can satisfied their customers.
product is the first PC's of marketing. The enterprise has to decide what they need to offer
the consumer so that they can meet their expectations. Pedigree wholesale provides the
variety of the product for the pets. For different kinds of animal they have different range
of goods (Yang, Davis and Robertson, 2012). Price : Another element of the marketing mix is prices. The company need to fix the
prices which they get from the customer in respect to their services. The enterprise needs
to fix the price in a manner so that they can attract more and more customer. Pedigree
adopt the pricing strategy according to their market segment. They have the standardise
pricing strategies. Place: The place element is very important for the enterprise as they need to decide
which distribution channels they need to circulate their product. Pedigree distribute its
products by their exclusive retailers. Company choose the most effect mode of
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distribution as they reach to more and more customers and customer has the easy
accessibility of the products. Promotion: Promotion refers to the channels by which the enterprise promote its
product. Pedigree promote its product by the advertisement in television, magazine and
online marketing. The promote help the enterprise to generate the awareness of the brand
and its products. Process: Process refers to the procedure which company adopt to produce its products.
Pedigree wholesale used the most innovative procedure to produce its products. The
technique which are used in the production are most up dated one. People: The people are refers to the employees of the company which are working for the
enterprise. Employees are the important factors in the organisation. Their work efficiency
decide the the success and failure of the company.
 Physical evidence: The company provides the physical evidence as the product they are
providing (Simon, 2011). For example the company manufacture the biscuits for the
dogs. So the physical evidence can be the biscuits which consumer is buying.
Control and monitoring techniques Time series: This method help to predict the future performance on the basis of pas
performance (Javier, 2012). This method is used for the shorter time. The model also
indicate that whether the current work environment of the business is different from the
pas work. The method is useful is the future events are similar top the fast events.
 Expert opinion: This model to estimate the cost and time performance. The estimation
is based on the skills and knowledge. The expert advice has been taken in this method.
The experts gives the solution by study the scenario and their past experiences. This
method can be the most accurate method to control and monitor.
P4. Comparison of 7 PC's of marketing of pedigree and Armstrong Richardson
Covered in PPT
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CONCLUSION
In this report it can conclude that the marketing essential are very important to
understand. The price. Place and quality of product is to considered before launching any new
product into market. The company needs to create the product value to get the customer
satisfaction. Marketing department needs to do all the activities in the proper manner so that the
new product can meet the customer expectations. The business environment affects by the
external factors. These factors can influence the buying decision of the consumer so enterprise
need to look after and take measures to control it. The business plan gets success if the customer
needs are satisfied.
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