Detailed Analysis of Wilkinson's Marketing Plan and Strategies

This report provides a comprehensive analysis of Wilkinson's marketing strategies, focusing on the roles and responsibilities of the marketing function within the company. It explores the marketing concepts adopted by Wilkinson, including production, product, selling, marketing, and social concepts, and how these contribute to achieving its objectives. The report details the roles and responsibilities of the marketing department in relation to other departments such as production, research and development, customer service, administration, finance, distribution, human resources, IT, and sales. The report also examines the marketing mix followed by Wilkinson, and provides a detailed analysis of their marketing plan, including how they identify and meet customer needs through various promotional tools and techniques. The report concludes with an evaluation of Wilkinson's marketing plan and offers insights into the company's approach to maintaining a competitive advantage in the retail market.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Roles and responsibilities of marketing function..............................................................1
P2 Roles and responsibilities of marketing relate to other department..................................4
M1...........................................................................................................................................6
M2...........................................................................................................................................6
D1. .........................................................................................................................................6
TASK2.............................................................................................................................................6
P3 Marketing mix followed by Wilkinson.............................................................................6
M3.........................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan of Wilkinson..........................................................................................10
M4.........................................................................................................................................10
D2.........................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
It is necessary for every organisation to focus all marketing activities and operation.
Today business has used various promotional and advertising tools that can help to promote their
products in wide geographical area. Organisation has made various marketing strategies that can
help to accomplish goals and objectives. Business has identify the need and want of customer
and according to this demand, they can manufacture products and deliver services. Wilkinson is
leading retail company that are located in Britain. They mainly generate and sell the household
goods and homewards it includes cleaning products, stationary, kitchen appliances, textile etc.
Business has easily marketing their products with the help of advertisement and promotional
tools and technique. In this assignment, the roles and responsibilities of marketing functions are
elaborated. Various methods and technique are elaborated in this report. This assignment help to
make and evaluate the marketing plan of organisation (Wertime and Fenwick, 2011). It is
necessary for organisation to work under various merchandise strategies so it can help to fulfil
the need and want of consumers. This report also elaborated various marketing plan and
procedures.
TASK1
P1 Roles and responsibilities of marketing function
Concept of marketing: It is necessary for every organisation to identify the need and want
of customer and according to this demand, they can manufacture their products and deliver
services so large number of customer are attracted. Wilkinson is analysed the marketing concepts
and work according to it this can help to accomplish large profitability and productivity in near
future. The main aim and objective of this cited company is to produce better quality products
and services to large number of this target customers (Mootee, 2013). Manger has responsibility
to maintain the strong relationship with their workers and clients so it can help to increase the
motivation level of employees and they can able to give their best effort and potential for
purpose of accomplishment organisation goals and objectives. With the help of marketing
concept, Bus8iness is easily identify the taste and demand of customers. Company is made their
goals and objective according to their mission and vision statement. There are five concepts of
marketing, these are as follows:
1

Production concept: This concept play very important role for organisation's
productivity and profitability. Business is able to produce various innovative products or goods
so it can help to fulfil the need and want of large number of customers (Leeand Kotler, 2011).
The aim of every business organisation is to make large profits. Company has produce their
products at reasonable prices so it can help to attract large number of customers. Wilkinson
largely adopted this concept because it can help to identify all risk that prevail in their
operations. Company mainly works for production and distribution techniques and according to
this tool, they can able to produce quality products so it can meet the satisfaction level of
customers.
Product concept: This concept states that customer largely preferred better quality
products irrespective of size. Company can produce those products or goods that can help to
attract large number of customers. They also made their product in an attractive manner so it can
help to attract large number of customers. Company is able to modify their existing products and
produce new innovative commodities as per the tasted and demand of customers. Cited company
manufacture better quality products in term of kitchen appliances, textile, and other homes wares
goods so more customer are interested to purchase their products.
Selling concept: This concept play very important role for organisation profitability and
success. Manager has responsibility to maintain the positive relationship with their worker and
customer so employees can able to give their best effort and potential for accomplish goals and
objectives of business in long run. Company also maintain the positive behaviour with their large
supplier so provider are able to give better material and equipment so business has made better
products and deliver valuable services (Kotler, 2011) This cited company also used various
promotional and advertisement tools so they can bale to promote their products in all location.
Wilkinson works under various marketing strategies so it can help to identify the needs and want
of customer. Soi company able to accomplish their goals and objectives in long run. The main
aim of this cited company is to promote and marketable their products in every corner so it can
help to develop and maintain goodwill (Laczniak and Murphy, 2012).
Marketing concept: Company has mainly works under this concept. Cited company
used promotional tools in term of advertisement and promotion of their stores that can help to
encourage purchasing level of customer.
2

Social concept: Business generates those products and services which are helpful for
society welfare. Cited business has made various marketing strategies that can help to attain
competitive and sustainable advantage over other challenger. Wilkinson mainly manufacture
their own branded products so it can able to gain large profitability. Cited company is used their
own brand names.
Roles of marketing:
Marketing play an important role for organisation profitability and success. This factors
helps to manage the positive relationship between organisation and their customer. Company has
worked under various marketing functions so it can help to identify their strength and
weaknesses. They also establish various feedback session so customer are easily present their
ideas and thoughts and company has worked according to it (Tollin and Schmid, 2012). The
main goals and objective of company is to make large profits. Customer is blood of every
business organisation, without this element company is not able ton gain large profitability.
Organisation use various new technology software that can help to manufacture the innovate
productions so it can attract large number of customers. They mainly see competitor product,
prices, quality, dimensions is able to gain competitive advantage over other rival.
Functions of marketing:
Management information system : This can help for organisation success and growth.
Company has easily identify the needs and want of customer with the help of MIS. So they can
able to make better decision regarding to product quality.
Pricing: Wilkinson made various marketing strategies that can help to their productivity
and profitability. Government has right to imposed some laws and legislation so it is necessary
for company to work according to this policies and procedures. Company levied taxes and tariff
as per the regulatory authority rules and regulation.
Product and service management: This function also helpful for organisation profitability
and productivity. Cited company mainly works for product packaging and distribution so it can
help to attract large number of customers.
Distribution: Company has mainly worked to provide the better distribution facilities to
their target customer. They can use various promotional and advertisement tool so it help to
promote their products. Company manufacture goods according to needs and want of customer.
Financing: Wilkinson also give various facilities in term of payments and receipts.
3

Selling: Company also communicated their target customers directly with the help of
door to door marketing, this can help to increase the satisfaction level of customer and they can
easily purchases their commodities (Grönroos and Raval, 2011).
Promotion: Company has used various promotional and advertisement tools or
techniques that can help to promote their products in large number of customer. They can post
their advertisement in newspaper, banner etc.
P2 Roles and responsibilities of marketing relate to other department
It is necessary for every business organisation to work under the marketing department
so it can help to increase their profitability and success in near future. It is responsibility of
department to conduct various operation and activities according to marketing plan and
procedure. Marketing is relate with department that are elaborated below:
Production: Company has establish various research and development programme that
can help to consider the need and want of customer. So business has able to manufacture the
innovative products as per the identified customer taste and preference. This is major operation
that are done by marketing department of organisation. Production manager has responsibility to
manage and control all equipment or machinery which are helpful for company production and
distribution of goods and services.
Research and development : Company has establish the research and development
programme so it can help to consider customer taste and preference. Researcher has able to
modify their existing product and innovate new commodities so it can attract al reg number of
customer to purchase it (Chaffe and Patron 2012). Department has responsibility to regular check
all quality updates so more customer are interested to purchase their products.
Customer service: Customer is blood of every business organisation. Without this
element, business is not able to make large profitability in long run. Marketing department play
very important role to analyse the needs of customer and provide better quality services to their
target customers. Company made various marketing strategies that can help to grow market share
in near future. It is responsibility of marketing department to identify the need and want of
customer so company has made their products according this taste.
Administration: This department play very important role of organisation productivity
and profitability. HR manager has responsibility to manage and control all activities and
operation.
4

so it can help to increase organisation profitability and productivity (Tiwari Tripathi, Srivastava
and Yadav, 2011).
Finance: This factor play very important roe for achieve organisation profitability. This
resource is most important that can help to company can easily expand their business and
innovate various new products. Company is able to used various promotional and advertisement
tool so they can easily promote their products so it can attract large number of customers.
Distribution: Marketing department also has responsible to distribute all the products in
wide geographical area. Distribution department play very important role for organisation
profitability and success. They also establish their existing and new products in new segment
area of market. So this will help to increase the profitability and growth of company (Mughari,
2011). This company has various kind of distribution channel so customers are easily purchase
products in large number.
Human resource: This department play very important role for organisation
profitability. It is responsibility of human resource manager to recruit well qualified and
competent worker in their premise so it can help to increase the company profitability and
productivity in long run. Every organisation consider their employee is largest asset. Hr also has
responsibility to identify all grievances or conflicts that exist in workplace and focus to remove
these deficiencies.
IT department: This department help to company to made various innovate products
and service so it can help to met the need and want of customer. These technologies are helpful
for evaluate and implement the marketing strategies. They can collect various information and
data so it can help increase the company satisfaction level. Marketing department also helps to
this department in term of provide computer information and data.
Sales: Both the marketing and sale department are worked together. Company also use
various promotion activities and operation that can help to increase their sales turnover. It is
responsibility of sales manager to produce those commodities that can help to meet the
satisfaction level of customer. This department conduct all activities or operation of marketing.
From the above description, this cited company also made various marketing strategies that can
help to manage and control all activities or operation that can help to increase the profitability
and productivity of company.
5

M1.
All the competitors from the globe wants to increase their sales with expanding into the
new market. With the expansion in the e-commerce platform they will able to create more
customer base thus increasing their profit margin. The main aim of the marketing is make sure
that the concept behind the product reach to the target consumers.
M2.
Almost all the departments at Wilkinson have to depend upon the marketing to gain
success in the operations which they are performing. It gives them a idea that who are the
customers for whom they will be designing the product or performing their function. On the
other hand marketing analyse all the departments and look for the strengths which can be
presented in the market to attract customers.
D1.
In a marketing plan; product, place, promotion and prices are the main elements. These
are the elements which set a relation between the marketing and other departments. It is the
product on which all the functions of the company depends. Marketing department informs the
production department about the requirements made by the customer of Wilkinson.
TASK2
P3 Marketing mix followed by Wilkinson
Marketing very play important role for organisation profitability and success. This
consist various elements that are helps for business operation and activities. Company has made
their own policies and procedures that can help to promote their products. With the help of
marketing mix, company has able to develop and improve their products and commodities.
Without the marketing mix element, the company marketing activity and operation are not done.
7 PS are very much useful that can help to gain large profitability and productivity in near future.
These are as follows:
Product: Wilkinson has manufacture various products such as textile, house ware and
household products so more customers are likely to purchase it. They produce their product with
high quality so the problem of deficiency occur are less. Company has generate their goods and
services so more customer are likely to purchase. This product is the need of customer.
6

Place: Company has make goals objectives according to their mission and vision
statement. They can able to promote their products in each corner of world. They establish the
quality product and service so it can help to met the satisfaction level of customer.
Price: Cited company has preferred the cost leadership strategy. This can help to produce
their product prices at reasonable rate. Regulatory body has imposed various rules and regulation
so it is necessary for company to follow it. Company is made various marketing strategies so
some area s follows:
Product bundling: Company has establish various discounting and attractive offer to
large number of customer, They also focus for designing the product so it can attract large
number of customers. This can help to company to achieve profitability and productivity has
various pricing model this can help to gain price advantage of other rival. Retail pricing is
known as odd pricing value.
Promotion: It is necessary for organisation to use various promotional and advertisement
tools that can help to promote their products in an effective manner. Company has advertise
their products in with the help of newspaper, television etc. So more customers are known their
stores and sue their products. Company has used various promotional technique and tool like
display their product and popularise it.
People: Company has mainly focus to produce better products and deliver better services
in term of cleanliness, quality ans quantity etc. They made their positive environment in an
efficient manner. Manger has responsibility to establish the various training and development
programme that can help to increase the knowledge and skill of worker so it can help to gain
better productivity and profitability in near future.
Physical evidence: They can generate the availability of product in large segment of
market. Company has product their product as per their feature and functions. The main aim of
this cited company is to provide better products and deliver available services to their large
number of target customer.
Process: This element play important role in marketing. Company mainly used the
attractive packaging design in their product so it can help to increase the purchasing level of
customers. The main aim of this cited organisation is to make large profitability and productivity
in long run.
Comparison 7Ps of marketing relate to Wilkinson and Tesco
7

Basis Wilkinson Tesco
Product Company has mainly focus to
produce better quality products
and services. They provide
necessary goods which are
essential for household. They
firstly analyse the need and
want of customer and
according to this taste, they
can produce better quality
products so it can help to
attract large number of
customers.
It provides various products
and service like clothing,
food, electronic. They mainly
focus to produce better quality
product and services it can
help to attract large number
of customers.
Price This company has worked
under various pricing
strategies so it can help to to
generate their product are
reasonable rate. They followed
two type of strategies such as
price bundling and
physiological pricing. This
strategies helps to gain
competitive advantage over
other rival.
This cited business establish
their prices at reasonable rates.
They also establish various
club card system so it is easy
for customer to purchase
products in large quantity.
Place The purpose of their cited
business is to open their stores
in wide geographical area.
They also establish various
stores in different locations so
it can help to company to
They also distribute their
products in various websites.
This channel helps to company
for accomplish large
profitability and productivity.
8

achieve high profitability and
productivity of company in
long run.
Promotion Company used various
promotional tools and
techniques that can help to
promote dan advertise their
promote in large number of
customer. With the help of this
tools company can accomplish
goals and objectives in near
future (Singh, 2012).
They also made various
marketing strategies that can
help reorganising their brand.
They also use various
promotional tools and
technique that can help to
promote products in wide
geographical area.
Process Company mainly works to
modify their existing products
and produce innovative
commodities so this can help
to fulfil the need and want of
customer. They use new
technology software that can
help to made new innovative
products.
They mainly focus to
designing their product in an
attractive manner.
People They can provide various
incentive facilities to their
workers so employees can give
their best potential to give
better services to their
customers.
They can establish various
programmes like colleague
privilege card this can help to
gain loyalty of their employee
(Castronovo and Huang
2012.). They also generate
training and development
programme, so it can help to
increase the knowledge and
9

skill of employee.
Physical evidence It consist elements like
infrastructure facility,
maintenance and development
etc, that can help to achieve
better productivity and
profitability in long run.
They can provide various
discounting offers so it can
help to attract large number of
customers. This cam also help
for achieve company
productivity and profitability
in long run.
M3.
Wilkinson has the objective of expanding into the new markets and offer them the
quality product. They will be using promotion techniques to attract more customers. The
company will be developing their online marketing strategy because they know that this is the
way they can reach to global customers.
TASK 3
P4 Marketing plan of Wilkinson
10