Strategic Marketing Plan for Luxury Food Range in Supermarket Chain

This marketing plan assignment focuses on launching a new luxury food range within a selected supermarket chain. It begins by defining marketing and introducing the chosen supermarket, detailing its marketing activities, corporate objectives, mission, and vision. The plan applies PESTEL, 5Cs, and SWOT models to analyze the supermarket's internal and external environment. It also explores inter-departmental coordination. Introducing the new luxury food product with SMART objectives, the plan supports its choice with market research, segmentation, targeting, and positioning strategies. The marketing mix (7Ps) is developed, marketing tactics are suggested, and performance metrics like ROMI and CLV are identified. The assignment includes a media plan with three ad campaigns blending offline and online media, budgeting techniques, and a suggested structure including a front sheet, title page, table of contents, introduction, main body, and references. Desklib provides access to similar solved assignments and past papers for students.

Key Measures for Overall Assignment:
 Font style - Times New Roman or Arial
 Font size – 12
 Font size for headings - 14
 Single spacing
 Add space before and after paragraphs
 You cannot use headings such as LO1, LO2, or LO3
 Appropriate headings suited to the content should be provided
 Content should be typed and divided into proper paragraphs
 Justify your text in word document formatting
 Avoid plagiarism
 Work plagiarized over 15% will not be accepted
 Use Harvard referencing style
 In text citations must provided in each paragraph
 Consult the learning material and lecture slides uploaded on MS teams to
use appropriate business and marketing terminologies in the assessment
 Do not exceed the word limit
 Every bullet point would make a separate paragraph
 You cannot type the report as a first person (i.e. don’t use words like ‘I’,
‘We’, ‘You’)
Scenario:
Select a supermarket chain; it can be local (Pakistani) such as Green Valley,
Carrefour, Al Fattah, or any of your choice; or it can be an international
supermarket chain such as Wal-Mart, Target, ASDA, or any of your choice.
Then, you are supposed to launch a new ‘luxury food range’ of your choice
under the brand name of your choice that you can sell through the selected
supermarket chain.
Key: The company analysis in the marketing plan will be conducted on
supermarket chain, and the new product analysis in the marketing plan will be
conducted on the ‘luxury food range’ that you are going to introduce in the
assignment.

Content Required:
 Define and Explain Marketing
 Introduce your selected supermarket chain
 Explain briefly how your selected supermarket chain is doing marketing
 Identify the corporate objectives, mission and vision of supermarket
 Explain how internal and external environment can impact a company’s
marketing strategies
 Apply PESTEL model on your selected supermarket chain
 Apply 5Cs model on your selected supermarket chain
 Apply SWOT model on your selected supermarket chain
 Explain how different departments in your selected supermarket chain
coordinate and link with marketing department
 Introduce the new product (luxury food range) you are going to launch
using SMART objectives
 Support the choice of your product using market research (such as if
there is demand for this kind of product in the market; if this product is
considered luxury in the market or not, and why; why do you think
customers would buy your product; etc.)
 Apply segmentation on your new product
 Identify the targeting approach for your new product
 Explain positioning of your new product
 Develop marketing mix (7Ps) of your new product
 Suggest the marketing tactics that can be used to better promote your
product
 Identify and explain appropriate marketing performance metrics that
can be used to measure the success of this marketing plan [such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value
(CLV)]
 Make a media plan for your new product (the advertisement plan)
(Design at least 3 ad campaigns for your product that should be a
blend of offline and online media) (a suggested template for media plan
is given on next page)
 Highlight budgeting techniques (qualitative) and quantitative approach
to media plan (advertisement)

Suggested template for media plan:
 For all 3 campaigns, individually identify and explain:
 Type of advertisement (Above the line, Below the line, or through the
line)
 Objectives of advertisement (informative, persuasive, or reminder)
 Message of the advertisement
 Audience of the ad
 Media channels to be used and integrated (e.g. TV, radio, billboards,
social media, email marketing, mobile marketing, posters, etc.)
 Explanation of Ad campaign
Suggested Structure of the Assignment:
 Front Sheet
 Title Page
 Table of Contents
 Introduction
 Main Body
 References