Marketing Plan Report: Superdrug - Strategies and Challenges

This report provides a comprehensive analysis of Superdrug's marketing plan. It begins by examining changing perspectives in marketing, evaluating the organization's capabilities (financial, strategic, and technological), and exploring techniques for organizational auditing using PEST analysis to identify external factors. The report then delves into barriers to marketing planning and strategies to overcome them. A key section develops a marketing plan for a product or service, emphasizing the importance of marketing planning in strategic planning, including new product development techniques and recommendations for pricing, distribution, and communication. The report also addresses factors affecting effective implementation of the marketing plan and concludes with an examination of ethical issues influencing marketing planning, including consumer ethics, and how Superdrug responds to these issues. The report uses real-world examples from Superdrug to illustrate key concepts and provide practical insights into effective marketing practices.

Marketing Planning
Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1Changing perspectives in marketing planning........................................................................4
1.2Organization’s capability for planning its future marketing activity......................................4
1.3Techniques for organizational auditing and analyzing external factors that affect marketing
planning........................................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Barriers to marketing planning..............................................................................................6
2.2 How organizations may overcome barriers to marketing planning......................................6

TASK 3............................................................................................................................................7
3.1 Marketing plan for a product or a service..............................................................................7
3.2 Importance of marketing planning in strategic planning process..........................................8
3.3 Techniques for new product development.............................................................................8
3.4 Recommendations for pricing policy, distribution and communication mix........................9
3.5 Factors affecting the effective implementation of the marketing plan..................................9
TASK 4..........................................................................................................................................10
4.1 Ethical issues influence marketing planning........................................................................10
4.2 Organization respond to ethical issues.................................................................................10
4.3 Consumer ethics and the effect it has on marketing planning............................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
According to American Marketing Association, marketing is the process to conception,
planning and execution to exchange the products and services with customers to make the
satisfaction at customer and seller side. The report will present the review of changing perspective
in marketing planning. The report will also evaluate the capabilities of the organization in term of
financial, strategic and technical resources to plan the marketing activities. The report will examine
the techniques to determine the affect of external factors on marketing plans. Later report will
discuss the various barriers in marketing and how they can be overcome through enhanced
strategies. Report will discuss the importance of the marketing and will develop the product
marketing plan for the organization. The report will suggest the pricing, distribution and
communication for the product marketing. The factors affecting the marketing plan will be
discussed along with their impact. The report will discuss the influence of the ethical issues in
business and how organization can overcome. For easy understanding, the report will also discuss
the examples of consumer ethical issues.
TASK 1
Changing perspectives in marketing planning
Marketing is a process to create product and service, communicate and share them with
customer so that benefit can be made for seller and buyer. The marketing perspective is being
changed for production as customers are seeking for the highly available products. Super drug is
trying to produce the products on low price and effort to make it available to most of customers in
market (Wilson, 2010). The marketing planning is also being centric to serve the customers with
superior and innovative products so that market competition can be conquered. The organization
also uses advertisements and promotions for the selling perspectives and to cover the maximum
market. Superdrug’ selling perspective is based on the fact to make the maximum sales and
encourage the customers to experience the services and products.
In order to sustain with business operations and patterns, organization also serve the
customers with cost effective products, easy delivery modes and better communication to solve
their queries. Superdrug is focusing on the customer satisfaction in communication and products to
meet the competitive advantages. The social marketing is used by organization to know from the
users and to deliver the required products and features within effective time and benefits.
Organization is making use of social marketing to enhance the relation in business (Lovelock,
2011). The one-to-one marketing is also used with power of technology to reach and serve the
customer demands.
There are several changing perspectives of market planning like; the production concept, the
product concept, selling concept, marketing concept, social marketing concept. In which production
concept of the Superdrug they follows the basic strategy of the cost price and the quality of the
product. This concept is followed by the firm so that consumer can be attracted towards their
service and products. Product concept is mainly focuses on the product which they supply to their
customers with the factors of quality, material used, performance in the market and many more.
Superdrug focusing on making the superior product and improving them over time. Selling concept
consider the effort of promotion and keep the balance between consumer and the firm as well.
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Organization’s capability for planning its future marketing activity
Organizational capabilities mean the strength and weakness of organization to meet the
objectives through competence and employees. Superdrug organization has the following
organizational capabilities to meet the customer and market competitors for objective
accomplishment:
Financial capabilities: The organization has expansion only in UK and Ireland so has limited
economic strength to produce the products below the competitive price. The organization has
somehow higher price than competitors but the high quality and reliability are aid up in financial
capabilities of organization to conquer the market competitors (Day, 2011).
Figure 1: Organization's capabilities
Strategic/ marketing capabilities: The services to a limited geographical region help the
organization to make the better strategic and marketing plans. The organization has adding values in
beauty products along with a variety of products in fragrance and hair care to present the business
as a unique from competitors. The strategic capabilities determine the internal strength in term of
employee skills and operations to defeat the competitor in market.
Technological: The organization has services in beauty and fragrance products but has high quality,
on time services and innovative ideas through technologies to build and deliver the best to
customers in their price. The organization uses web presence and mobile application as part of
technological advancement for marketing planning (Barreto, 2010). Superdrug has technology to
create and deliver the excellent and innovative products to customers.
Every firm has different strength and weakness in their own workplace and has focus on the
weaker area in relation to the product, raw material, production as well and after finding the area
of improvement they proceed towards the overcoming that of that problem. Superdrug also focuses
on their strength and also raises the strength so they get better outcomes.
Techniques for organizational auditing and analyzing external factors that affect marketing planning
Superdrug organization uses the PEST analysis to find the political, economical, social and
technical influence in marketing planning. Auditing is required to make the internal and external
operations and strategies effective according to market situations.
Political
The political behavior and satiability in country affect the marketing planning of
organization as taxes and mandates vary with the political change in country. Superdrug has impact
of taxes and mandates in online services and product pricing.
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Figure 2: PEST Tool
(Source: PEST Tool, 2016)
Economical
The influence also can be seen in term of economic stabilities of country. The organization
has impact of taxes, inflation, interest rates and exchange cost in marketing. The organization may
need to vary the price accordingly to sustain in market but it affects the customer behavior towards
organization.
Social
The organization needs to design and market the product according to the social culture,
living style, ethics, moral values and demography of customers so that marketing can be done
effectively (Koumparoulis, 2013). However, UK and Ireland are similar in culture and needs a little
attention to market the product on social factor.
Technological
The changes in technology have made the market competitive and customer directed as
organizations are getting efficiencies to promote the products and to reach customers. The technical
changes and advancements are affecting the marketing of organization to sustain in competition.
M1
There are two external factors that effect the market planning of the Superdrug which are
discussed below:
 Technological environment : Technology can directly affect the production of the firm in the
way of speed, researches of the technology, budget technology that are included in the
technology environment. Superdrug accepts the technological change according to the
current market trends and also it gives boost to the business growth.
 Economic environment: This environment includes the interest rate of the business, inflation
rate and unemployment are the main elements, and these can be directly affect the business
growth of the firm. In that process recently world economy moving into recovery and
because of that inflation rate goes downwards. To overcome this type of problem Superdrug
have to take the effective actions regarding to the consumer's requirement.
 While conducting the organization's audit it includes various approaches such as general
areas of inquiry, Decision audit, symptoms of group think, group effectiveness, quality
improvement approaches etc. are included in it.
TASK 2
2.1 Barriers to marketing planning
Environmental barrier
The lack of skilled and experienced employees in workplace is barrier for the organization
to plan the marketing process. The organization also may have impact of legal framework, social
patterns of living, ethical norms and technological advancement in community to plan the
marketing for product. Superdrug organization has needs to determine the barriers to make the
planning successful to market the product.
Cultural barrier
The knowledge, ethics, cultural values and attitudes affect the marketing as Superdrug may
need to prepare the different strategies to meet the culturally different customers in business. The
mismatch of product and culture of customer may reduce the effectiveness of marketing.
Behavior barrier
The behavior of the workforce against the risk in marketing and time to accomplish may become
the barrier for Superdrug organization (McDonald, 2013). The employees’ behavior towards the
risk taking nature and conservative marketing determines the marketing planning strength.
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Figure 3: Barriers to marketing planning
Cognitive barrier
The internal operations and strategies may be weaker due to lack of knowledge and
expertise in employees to accomplish the marketing objectives. The Superdrug organization has
skilled employees but some time need the expertise to make competitive benefits.
Systems and Processes
The management of the system and processes in business determine the strength of the
marketing. The organization has well managed resources and standard practices along with proper
knowledge and data, empowerment, decision making etc for marketing planning.
Resources
The lack of organization for the time, people and money are resource level barrier for the
marketing planning. Superdrug organization has effective chain of suppliers and employees to
deliver the customer demands and products in time (McDONALD, 2016). The organization has
strength in money to implement the marketing plans with risk handling.
Another barriers is confusion between tactics and strategy, isolating the marketing function
from operations, lack of in-dept analysis, organizational barriers, confusion between process and
output and lack of knowledge and skills are major barriers of marketing planning.
2.2 How organizations may overcome barriers to marketing planning
Superdrug can use the following strategies and practices to overcome the barrier in
marketing planning because the strategies are effective to resolve the issues in cost effective and
competitive manner.
Monitor
The economic changes and emergence of the threats in business should be monitor
continuously to align the strategies and plans for marketing benefits. The monitoring of market
changes and customer behavior is necessary to make appropriate change in business operations to
sustain and attain benefits.
Price competition
Superdrug organization may outsource the customer relation management, resource
availability and product quality management to focus on the pricing of the products. The
organization may reduce the prices on products to meet the competitive advantages but it requires
the proper analysis of investment and possible outcomes through the reduced pricing (Wymer,
2011).
New Products
The concept of new production is helpful to overcome the barriers due to product quality
and pricing. The new product may be started in cooperation with other organization but the
objective is same to offer the superior quality and long term sustainability. For instance, Superdrug
has introduced fragrance products to acquire market attentions.
Customer loyalty program
The competition is increasing in every sector and Superdrug needs to enhance the customer
loyalty through the products and services to retain in market. The barrier of marketing planning can
be reduced by using the customer loyalty program. The strategies can be aligned to block the
competitors in business. The organization uses the power of supplies and raw material to reduce the
emergence of new competitors in business.
Weakness resolve strategy
Organization may complete the requirement of skilled and experienced employees along
with resource to accomplish the business operations (Chesbrough, 2010). The financial sources can
be indentified and supply chain can be prepared to reach the customers effectively. To overcome the
barriers which is related to marketing planning can be overcome by having proper understanding
between process and output. A marketer can also reduce the confusion between tactics and strategy
by using specific knowledge and skills .
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M2- 1. Anderson, J. C., Narus, J. A. and Narayandas, D. 2012.
2. Arbelaez, P., Maire, M., Fowlkes, C. and Malik, J. 2011
They are resources whioch are taken to make this report. It includes journal and books,
online survey too.
T3.ASK 3
3.1 Marketing plan for a product or a service
In order to introduce the new product related to beauty care in market, organization can
develop the marketing plan with the help of following four basic steps:
Situational analysis
Superdrug organization needs to analysis the internal and external business conditions to
plan the marketing of new product. The organization needs to determine the financial strength,
employee requirements, market scopes, revenue possibilities, scope of sustainability, demand of
customer and trend in market. The organization needs to analyze the internal strengths and
weaknesses to meet the plan objectives. Also the external facts like market demands and
competition along with availability of raw material affect the marketing process. Organization
requires to find the related products, their prices, benefits and methods to make space for own
product (Hollensen, 2015).
Determine the objectives
Then organization needs to find the business objectives behind the new product. With the
new product organization is thinking to attract the customers towards the innovative product and
supreme features. Organization has strategies to reduce the price and to enhance the brand image
with high availability of product in market. Marketing directions and programs are set to attract the
women towards the products. The program of marketing has planned to offer the product through
the direct sales and to avail it with great discounts on combo orders.
Customer services and internal marketing support
The organization needs to determine the target customers and support to introduce new
product. The customer services should be enhanced to deliver the product with efficiency. The
organization needs to aid the support to customers to know their opinions and feedback about the
product (Kotler.et.al.2015). The internal support in term of employees, their skills, finance and time
should be analyzed effectively to plan the marketing for product. Superdrug can enhance the supply
chain and customer relations along with relations to stakeholders and suppliers to meet the
demands.
Figure 4: Marketing Plan process
Implement, evaluate and control
At this stage, organization can introduce the new product in market. The organization needs
to evaluate the product sales and customer satisfaction along with revenue to know the effectiveness
of marketing plan. Superdrug organization should control the production and sales accordingly to
retain the market attention, benefits and branding.
Superdrug recently launch their new skin care product with the high quality and cost-
effective. In the market planning for that particular product superdrug have to make the strategy;
first they find the opportunities at the target area and then make the plan for that particular target
zone. Business activities are involved in the current launch product and for that making the perfectv
market plan to improve the production of the product and raise the quality.
3.2 Importance of marketing planning in strategic planning process
For any organization, it is essential to have marketing planning to promote the brand,
products and services according to current trends and needs of the market. For marketing planning
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role of marketing manager is critical as it develop the guideline and control the activities to meet the
organizational objectives. Marketing planning involve the consideration of opportunities and
potential of organization to meet the strategic objectives. For beauty retail organization, it is
essential to develop the marketing plan for promoting it own products and services into different
marketing segments. Marketing plan for Superdrug organization will consider the following
functions:
Market penetration:
Market penetration refers to analysis of market as well as identification of market trends to
develop the strategic plan for offering and re-lunching the products and services. By planning of
this element, Superdrug management will able to gain the knowledge about the target market needs
and able to frame the strategy (Anderson.et.al.2012).
Market development:
Superdrug is one of leading brand in UK in cosmetic products and services, by market
planning the organization will able to expand the services and meet the objectives. By the use of
information collected from different sources organization will arrange the resources and target
audience needs the management of Superdrug will able to expand the areas of business using the
different strategic planning.
Considering the above factors and process for marketing planning, Superdrug organization
will develop the plan that will encourage the brand image and support to create the awareness in the
target market (Arbelaez.et.al.2011).
Marketing planning is very essential in the strategic planning process in which 5 steps are
included like; identify the aim, analyse the situation, develop a perfect marketing strategy, set the
effective target, plan for evaluation. Strategic planning is the process in which firm takes the right
action to achieve the long term organisational goal. Market planning is required for the strategic
planning of the Superdrug in the various sections like production, quality of the product and the
area of cost and more. Marketing planning is importance in strategic planning by superdrug because
it helps to determine optimal prices, it also establishes effective distribution, and it will assist with
marketing communication also and it alos make an impact in organisation, so it is useful.
3.3 Techniques for new product development
Superdrug is dealing in beauty products and services in UK where demand of such products
is increasing. Now, it is important for organization to develop the new products and services that
would be beneficial for sustaining place in market. For new product development, the top
management of organization could use the following techniques:
Collection of feedback:
In the current scenario, consideration of customer opinion is critical for organization like
Superdrug which is offering beauty products. By collecting and analyzing the feedback of customer
the management will able to take the decision for developing the new products that have the quality
and elements that deseeded by the target and potential customer. Moreover, collection and review of
feedback will help to craft improvement in CRM activities (Czinkota and Ronkainen, 2012).
Brainstorming:
For new product development, this strategy would be useful in which organization will conduct the
session for employees and marketing team to generate the new idea for improving quality, labelling
and presentation of products into new market. Brainstorming will help to generate the new idea for
developing the product. This technique will not require the funds and other market analysis tools
and elements which could influence the financial process of organization (Goel.et.al.2010).
Superdrug has follow the different type of techniques for new product development these are idea
generation, identify the target area where the improvement is needed and also where the
development strategy is applied. Idea analysis involves the market research and concept studies
about the new launch product is in contrast with the company or to the consumer as well.
To develop a new product, firstly manager create idea , and after that they can screening the
ideas, methods and strategies should be used, after that market conditions can be examined, than
new products are developed and prices are determined and at last it will be commercialised.
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3.4 Recommendations for pricing policy, distribution and communication mix
Marketing of the products is very necessary for the business to gain the competitive
advantage and also assists the business to maintain the trust of the employees on the
organization. The communication mix means specified method for advertising the organization’s
products to the selected audience and the clients. Public relation is the most important task for
the organization help the business to retain the clients for the longer period. To maintain the
customer relation organization has organized various events, charity functions and various other
promotion activities. Direct marketing is also the part of it in which management directly sell the
products to the clients and earn money profits (Spawton, 2013). It can be said that pricing policy
affects the organization in various way like it affects the buyer’ budget, low sales, low profits
etc. Distribution channel of the products may help the business in many way like effective
distribution may reduce the cost of the products thus buyer can easily buy the medicines from the
Superdrug (McDonald, and Wilson, 2011). Public relation is the most important task that helps
the business to increase the customer base for the organization and generate more revenue by
selling demanded drugs. For example Superdrug sell the quality skincare products to the
customers that give some benefits to them thus they purchase the products again and again. It
assists the management to develop the effective relation with the customers.
D3
In the justification of the pricing policy and the distribution of the selected skin care product of
the Superdrug firm. In this case, they have to follow the premium pricing policy for the new
launch product and take the extra charges for that particular product. Moreover, by applying the
premium policy for the new launch product they have to increase their quality of the product and
also provide the best service for that product.
Figure 5 Marketing communication mix
3.5 Factors affecting the effective implementation of the marketing plan
Various factors affects the implementation of the marketing plan is as follows:
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Market potential: The market potential of the organization is very good it serves various clients
in Ireland and United Kingdom. The organization has more than 900 stores across the UK and
Ireland that are more than enough to fulfil the demand of the clients. The organization provides
different kind of medicines to the clients that help the patients to recover from the diseases. So
that to know aboout market conditions such as market is in monopoly, monopolistic etc.
Demographic factors: The demographic factors may affect the organization because discover
the medicines mostly for the female patients that may be barrier for the organization to target the
male clients in the market (Hoyer.et.al.2010). The specified products of the Superdrug may be
hurdle for the business to classify the clients. In this location, population, gender etc. are also
considered while implementation of marketing plan.
Competition: Another factor that influences the process of the marketing plan is competition in
the market. Various other organizations discover the same product in the market and sell the low
rates thus it may affect the marketing plan. To implementation of marketing plan competitor
pricing strategies such as what price they quoted etc. are considered in it.
Target market: Sometimes target market of the different organization is same that may affect
the business to grow. This is the foremost step of the organization that identifies the key buyers
in the market and sells the product as per their desire.
Economy: While deciding the plan organization must identify the economic factors that may
affects the business in various way like purchasing power of the customers, price of the new
product, customer segmentation etc. This kind of factors should be assessed by the marketing
manager of Superdrug in very beginning.
Figure 6 Factors affecting the effective implementation of the marketing plan
TASK 4
4.1 Ethical issues influence marketing planning
The marketing planning is affected by various issues by which manager are not able to
identify the problems within the Superdrug. Following are the issues that affect the marketing
planning in various ways:
Moral issues in marketing: The promotion of the product and services affects the business
marketing plan like promotion of models, values or any other thing that affects the promotion.
Sometimes various social groups may be affected with the promotion of any unethical
advertisement and sue the organization for this kind of unethical promotional campaigns. This is
one of the biggest issues for the organization (Murphy, 2010). Lack of freedom to promote the
product is key element that affects the whole marketing plan.
Moral issue with human resource: Superdrug always keeps the in mind that the moral value of
any employee gets not affected with the promotion campaign. This may be the reason for the
failure of the marketing plan. The age partiality, religion, race, weight etc all are the ethical
issues that are considered while designing the marketing plan for the organization. The hr
manager of the organization always tries to eradicate the unethical issues from the organization
that may give sound marketing plan for the business (Huang, and Sarigöllü, 2014).
There are various ethical issue affect the market planning in the form of demographics, current
and projected economy conditions, market potentials, market share and more. In the contrast of
these ethical issues it will directly affect the market planning regarding to the new launch
product. Market potentials are the major factor which includes the weakness and strength of the
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firm Superdrug. Ethical issues includes grouping the market audience, advetisement and
promotions, deliver channels, deceptive marketing policies and ethics, anti- competitive practices
included in it.
Figure 7 Ethical issues influence marketing planning
4.2 Organization respond to ethical issues
Superdrug always tries to follow the right things and try to keep the environment clean
and encourage the employees to protect the workplace clean and safe. Organization tries to
manufacture that kind of medicines that does not pollute the environment and human being as
well. Organization has the liability to meet the expectation of the clients and provide them right
products as per their problem. For example a women wants skin care product and marketing
employee serve the skin care products to her that is the ethical practices (Slater.et.al.2010).
Sometimes government laws may bind the organization to manufacture the medicines because
that kind of medicines may affect the man kind so it is an ethical issue that affects the
organization. To respond the ethical issue management may follow the rules and regulation of
the government. As a manager I will consider the all the ethical issues that are related with the
organization and remove them from the marketing activities. The price of the products must not
be low that may raise the competition in the market. The organization will do the bio degradable
products that may not pollute the environment. The marketing policy of the organization also
plays vital role and management will plan to decrease the risks and hazards related with it.
In this case, Superdrug respond to the particular ethical issues in various ways like providing best
training to their employees and by doing the proper research of the production and their quality.
At the workplace of Superdrug they have to make the effective planning for overcome the
ethical issues. Superdrug may use the different strategy and use different principles in every
circumstances.
4.3 Consumer ethics and the effect has on marketing planning
Customer ethics plays vital role in the growth of the organization it may affect the
marketing plan of the organization. The delivery of the goods and services may affect the
business and also affects the mentality of the buyer. The customer should not be cheated and get
the product which he demand for if he did not get the appropriate good than it may loss for the
business. For example client demand for the health care product and management deliver the
wrong product that may affect the goodwill of the organization (Shani and Chalasani, 2013). To
raise the good will of the organization management must follows the ethical practices and always
fulfil the demand of the clients. The trust of the buyer must not be broken management must give
preference to the need of the customers. If organization wants to keep the long term relationship
with the customers than correct products with suitable prices must be delivered to the customers.
D2
Consumer ethics simply means that looking for the perspective of the consumers and what type
of service and product they want from the firm. These also includes that type of customers who
considered as ethical issues like what is right and what is wrong for the firm and consumer as
well. In this scenario, we are living in the different culture,situation and society so the ethical
issues are also different accordingly. In consumer ethics it includes such rule which is based on
consumer taste, preferences, customs and beliefs. In this way, marketing planning can be done in
based of consumer.
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CONCLUSION
The report has been review the changing perspective of the marketing planning and
evaluated the organizational capabilities to plan the future marketing activities. The report has
been analyzed the factors on marketing with the help of PEST technique. The report has been
discussed the main barriers in marketing planning of organization and suggested the possible
strategies to overcome them. The report has been developed the plan for the marketing of new
product and determined the pricing, promotion and place along with importance of marketing.
The techniques have been identified to develop the product market. Factors affecting the
marketing have been discussed. The report has been explained the influence of ethical issues on
marketing and how organization can overcome the ethical issues. The report has been presented
the example of customer ethical issues in an organization.
Arbelaez, P., Maire, M., Fowlkes, C. and Malik, J. 2011
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