Wilkinson's Marketing Plan: Marketing Essentials (P4) Strategies

This report presents a marketing plan for Wilkinson, a leading UK manufacturing company specializing in household products. The plan includes a company profile, product offerings (primary and secondary), a situation analysis using SWOT, marketing objectives (growth rate increase by 7% and market share enhancement by 10%), and marketing strategies focusing on segmentation (demographic), targeting (upper, middle, and lower class), and positioning (low pricing and customer satisfaction). The marketing mix incorporates product, price, place, and promotion, with a proposed marketing budget spanning three years. The plan concludes with evaluation and implementation phases, referencing academic sources to support its recommendations. This detailed plan aims to guide Wilkinson in achieving its growth and market share objectives.

Marketing Essentials
(P4 - Marketing plan)

Content Covered
• Introduction
• Company profile
• Product offered
• Situation analysis
• Marketing objectives
• Marketing strategies
• Marketing mix
• Marketing budget
• Evaluation
• Implementation

Introduction
Wilkinson is one of the leading manufacturing companies of UK. It is
specialised in producing household products. This business was
launched by a family in the year 1930. This organisation has expanded
its business in more than 121 countries. A basic marketing plan for the
firm is going to be discussed here.

Product offered
Wilkinson has diversified range of products; it has divided its
goods into two categories which are :
•Primary products
•Secondary products

Cont....
Its primary products are:
• Household
• Home wares
• Textiles
• DIY
• Cleaning goods

Cont...
Its secondary products are:
• Health and beauty products
• Stationary
• Bathroom products
• Pet items

Situation analysis
While making business or marketing plan it is highly important to
determine all internal as well as external factors which can affect
organisational operations. With the help of situational analysis,
Wilkinson can easily evaluate its micro and macro forces.

SWOT analysis

Cont....
SWOT analysis of Wilkinson:
Strengths Weaknesses
 Diversified range of products
 Huge presence in the United
Kingdom
 High skilled employees
 Positive brand image
 Lack market segmentation
 Less innovation and invention
 Poor image in performing CSR
activities

Cont....
Opportunities Threats
 Business expansion
 Merger with private labels
(product manufacturing)
 Rise in competitor firms
 Political instability in UK
 Continuous changes in tastes and
preferences of customers

Marketing objectives
Every business enterprise is established to achieve some
common goals and objectives. The major objectives of Wilkinson is:
•To increase its growth rate by 7% within a year.
•To enhance market share of firm by 10% within two years.

Marketing strategies
Strategies are those concepts which provide right guidelines to
company so that it can accomplish all its desired goals and objectives.
Wilkinson has three major strategies which are as follows:
•Segmentation
•Targeting
•Positioning