Marketing Essentials: Analysis of Wilkinson's Marketing Strategies

This report provides a comprehensive analysis of Wilkinson's marketing strategies, focusing on its roles and responsibilities within the organization and its relationship to the wider organizational context. The report examines the evolution of marketing concepts and how Wilkinson, a major retail company, applies these principles. It delves into the company's marketing mix, including product, price, place, and promotion, and assesses its effectiveness. Furthermore, the report outlines a basic marketing plan for Wilkinson, covering market segmentation, strategy development, and contingency planning. The analysis covers the functions of exchange, physical distribution, facilities, and market planning, highlighting the importance of market intelligence and customer satisfaction. The report also explores the inter-relationship between the marketing department and other departments, such as HR and customer service, emphasizing the importance of innovation, coordination, and brand value transmission. This report is a detailed examination of Wilkinson's marketing practices, providing valuable insights into its approach to customer engagement and competitive advantage.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Wilkinson's marketing function roles and responsibilities................................................1
M1...........................................................................................................................................4
P2 Ways in which roles and responsibilities of marketing relate to wider organisational
context....................................................................................................................................4
M2...........................................................................................................................................6
D1...........................................................................................................................................7
TASK 2............................................................................................................................................7
P3 Marketing Mix of Wilkinson and Cadbury.......................................................................7
M3.........................................................................................................................................10
TASK 4..........................................................................................................................................10
P4 Basic Marketing Plan for Wilkinson...............................................................................10
M4 & D2...............................................................................................................................13
Covered in PPT.....................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERNCES.................................................................................................................................14

INTRODUCTION
Marketing refers to an activity which allows organisations in advertising and promoting
its products and services in the market. It is a function which is focused on enhancing customer
satisfaction by communicating, delivering, exchanging valuable goods and services which fulfils
their needs and desires. The marketing department is engaged in different activities, such as
public relations, advertisement, events, analysis of market trends, internal customer management,
distribution of services, etc. Today, business environment is very dynamic and to tackle it
organisation use different marketing tools and techniques (MARKETING: ESSENTIAL FOR
BUSINESS GROWTH, 2015). It assist company in gaining competitive advantage as it is able to
inflorescence customers in a more effective manner.
As stated by American marketing association, there are different types of activities and
programs which are developed for communicating, delivering higher value to customers,
partners and society (Dibb and Simkin, 2013). This report is based on Wilkinson which is a retail
company dealing in household products. It is also known as a British high street chain that sells
products that are used in homes. This project different problems will be identified and addressed
by using marketing tools. Also, it will be evaluated as how Wilko uses its marketing mix to
enhance its value to customers and other partners.
TASK 1
P1 Wilkinson's marketing function roles and responsibilities
Marketing is a important discipline which allows managers in ensuring that their
company products are properly promoted in the market place. It is a concept which assist
companies in increasing their size and scope and ensuring that they attain all goals and objectives
in an effective manner (Kotler and Armstrong, 2013). Marketing has grown in stages and they
are as follows:
 Production concept: This is an era where manufacturers were focused on producing
homogeneous goods and services as they costed less and were in huge demand.
 Product concept: This is where manufacturers realised that they have to focus on quality
of product as to attract more customers.
 Sales concept: This is an era where companies wanted to influence customer by
displaying features of their products and services.
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 Marketing concept: Market forces changed patterns and forced producers to analyse and
focus on customers needs and wants as to attain market visibility.
 Societal concept: This concept is prevalent in present era, the companies analyse market
forces and ensures that they are ready to face issues and uncertainties while fulfilling all
requirements.
The role of marketing within marketing environment is very important and has to be
maintained in order to gain competitive edge over market forces. At a broader level there are
different roles played by marketing and they are stated below:
 Development of products and services as to satisfy needs and wants of consumers.
 Creating an environment which is competitive and will aid in reducing cost.
 Developing a efficient distribution system as to reach large number of customers.
 Influencing consumer choice of product by promotion.
 Analysis of market and internal capabilities.
Marketing plays a very vital role and in the case of Wilkinson it will do the same task.
Wilko retail Ltd (Wilkinson) is a very well known company based in Worksop, England,
UK. It has stores in 387 locations and is serving products which are focused on fulfilling
household requirements, such as housewares, textiles, DIY, cleaning products, confectionery, pet
products, kitchen and bathroom goods. The company relies largely on the sales on products
which belongs to its own brand that is Wilko. But they have started to engage with private labels
too and now sell a mix of brands in its stores. The company has a turnover of approximately 1.5
billion pounds in 2016 which is expected grow due to positive forecast in retailing industry
(Wirtz, 2012). The company is known to grab opportunities and exploit them innovatively, while
the focus remains on customers satisfaction. Recently, they were able to open their first store in
Hong Kong which is a major feat for a small enterprise. Product portfolio of company is highly
diversified as they are selling more than 25000 types of goods from their stores. Wilkinson top
management knows the value of customers and that is why they prepare all strategies which are
customer centric in nature. The basic role of marketing in the organisation is to ensure that they
are engaging with customers and delivering higher value to them. They are also responsible for
determining the success rate of products and prepare strategies according to the requirements.
Roles and responsibilities of marketing function are divided into different parts:
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 Functions of Exchange: The core purpose of marketing is to look after the exchange of
goods and services for a amount that would aid organisation in increasing profits. The
value created with the completion of whole process is considered to be a basis for
measurement (Lancaster and Massingham, 2010). Basically, the department is focused on
creating a value for customers while satisfying different parties engaged in the process. It
is responsibility of marketing function in Wilkinson to ensure that suppliers, as well as
sellers are satisfied with company or else it will have impact on its sales. Functions of physical distribution: This is where marketing function applies all the
information that is gathered by it at the time of market research. The managers of
department are engaged in transportation, inventory levels check and delivery of goods to
final user. There are different methods which can be used by organisation to deliver
products in its stores and sell them from there. Functions of facilities: Marketing department also has to look after facilities. It is the
one which provides valuable information regarding place and demand in the area. For
example, if the company wants to open its store in London then marketing function will
collect information regarding prices and and demand in the area and according to it
present the same in from to management which would help in taking right decision
making. Function of market planning: The marketing function conducts research on the basis of
which it prepares plans and policies that will be used by company in attaining higher
market growth.
 Marketing intelligence: The function constantly keeps on analysing various task and
activities as to ensure that it is prepared to face uncertainties (Silver and et. al., 2012).
The information is gathered and on the basis of it Wilkinson top management is able to
prepare contingency plans.
These roles and responsibilities allows marketing department in Wilko to focus on
different aspects of business that might hamper its capability to work in future. The function also
allows company in building and maintaining relationship with customers by using various
method of communication. It provides an edge to the company and protects it from any uncertain
event. The department engages with each and every other function within organisation as to
ensure that it is able to fulfil their requirements in a appropriate manner.
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M1
There are different roles and responsibilities of marketing department within organisation
which have to be fulfilled by managers as to ensure higher productivity an competitive edge over
other players (Clow and James, 2013). The marketing environment is a highly dynamic place
which can hamper company and ability to deliver final goods to its consumers. So there are
certain roles and responsibilities played by marketing department which allows it in gaining
better market hold: Market segment: The function and its managers are focused on ensuring that market is
bifurcated as to target it in a more effective manner. It assist organisation in gaining
better market visibility and allows it in saturating the place. Strategy: This is prepared for setting a path that can be followed by each and every
individual working in organisation. It is developed on the basis of segments and
targeting. Variables that can impact company are also addressed in the strategy. Planning: This is a step which is a constant process in marketing as market trends keep
on changing and to tackle them new plans are developed.
 Contingency: Uncertain situations are the result of some drastic movement in external
environment. These are met by marketing function by using actions plans prepared with
strategy.
These are the roles and responsibilities that apply to marketing environment. They allow
Wilkinson in maintaining competitive edge and ensuring better growth.
P2 Ways in which roles and responsibilities of marketing relate to wider organisational context
There are different types of functions stated above which are fulfilled by marketing
managers. Every task performed by the department is more or less inter-related with other
functions (Jones and Rowley, 2011). In present era, it is impossible to imagine a company
without marketing function. There are various duties that are performed by this department as
which are very vital for organisation survival and competitive advantage. They are stated below: Hearing out issues of customers: This is the prime focus of marketing department, it can
be said that it is in existence due organisation need of having customer centric function.
To build a strategy it is vital that management knows what consumers wants from
company (Katengeza, Okello and Jambo, 2011). Marketing assist them in understanding
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the issues and demand and according to this they prepare plans. There are two types of
customers which have to be served by organisation:
◦ Internal: They are the one working within company and need better opportunities and
facilities as to enhance their satisfaction of working. Sales and customer support
information can be evaluated as to know about the exact situation.
◦ External: There are different ways which can be used by managers for engaging with
macro consumer. They can use social media, personal sales force, direct contact, etc.
these assist in converting potential customers into actual consumers. Analysis of trends and competition: This is the second activity which is done by
marketing as to evaluate market and its forces in a better manner. It allows managers in
formulating strategies on the basis of behaviour of market forces and competitors.
Wherever, there are variances the have to be addressed in a desired manner. Transmitting brand value: Wilkinson is a very well known company in Engages and is
trusted by numerous customers. Basically there are many stakeholders in organisation
and though its a family owned company, they have to ensure that these partners are
satisfied. Top management has to pass on the value that is generated by process
conducted by organisation in market to all involved parties. Co-ordinating with partners: Marketing department keep on communicating with
different partners as to ensure that each task is completed within a set duration (Gertner,
2011). A higher level of co-ordination will allow Wilkinson in satisfying partners and
availing more resources in easiest way. Innovating: Wilkinson has to ensure that all activities are conducted while focusing on
innovation. This will enable company in developing better methods which will improve
quality of product delivery to customers.
 Defining strategic plans and polices: This is a very important activity conducted by
marketing department in Wilkinson, it keeps on developing and improving existing
market strategies as to ensure that no uncertain situation hamper organisation ability to
function or offer qualitative product to customers.
There are different ways these functions are related with different departments existing in
organisation, they allow them in working more effectively and ensures that productivity keeps on
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increasing (Siricharoen, 2013). Basically marketing act as a bridge between internal and external
factors and allow whole company in growing. The inter-relationship is stated below: Marketing with HR: The human resource department gets all information regarding
various sources of recruitment and pool of talent from marketing function. Marketing with customer service: The prime focus of department is to ensure higher
value for end users. For this they direct sales force and ensure that they are able to
provide better after sales services. Marketing with Administration: The admin department is engaged in making polices
and plans which are required to bring in stability in company. Marketing function assist it
in gaining bigger market view and understand variables. R&D with marketing: Research and development is important as it allows company in
ensuring right amount of investment in required field of development (Menegaki, 2012).
Better research capabilities allows company in developing improved products which are
customer centric. Marketing provides information to this function which assures constant
development of innovative products.
 Production: This department is succeeded and preceded by marketing function. It
enables managers in fixing a appropriate quantity that has to be produced by company.
Basically, the aim of marketing managers is to fulfil demand of public and maintain
enough inventories to face any uncertainties.
This way marketing assist company in linking up different departments which is
important to keep the flow of activities. It is very important and allows management in achieving
its goals and objectives (Fırat, 2013). The inter-relationship redirects all resources of
organisation in same direction and assist in achieving goals in a more effective manner.
M2
It is very important to ensure that organisation is able to develop its marketing
department while ensuring a greater relationship with other functions. As this will allow the
company in engaging with each and every issues in a more competitive manner. Marketing is a
function which will aid in developing better relationship with customers and engage with internal
departments for enhancing their ability to perform. It is very important for organisation to ensure
that it is linked with other functions. The overall significance for Wilkinson's is that marketing
function will allow organisation in gaining better market position and ensure that each task is
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completed without any major issues. It directs all resources in same direction and leads to
achievement of goals.
D1
According to Gordon (2012), there are 4 key elements of marketing which makes it a
most important function within organisation. The four components which are known as Product,
Price, Place and Promotion. With the rise in service sector, three more elements were added into
these as to manage the intangible part. They are people, physical evidence and process which
allows company in managing different functions.
As stated by Huang and Sarigöllü (2014), the elements allow marketing department in
engaging with different departments in a more effective manner. As they are able to identify and
focus on developing better interaction with one another. Product analysis allow marketing
function in information production department regarding the development and qualities. Place
component is managed by sales department and customer services as to manage people and their
demands.
TASK 2
P3 Marketing Mix of Wilkinson and Cadbury
There are different types of tools and techniques which can be used by company for
boosting its own performance in the market. The managers have to manage and control different
types of variables present in the external environment. Wilkinson uses marketing mix as a tool to
control different products and services in a effective manner. It allows managers in improving
and controlling 4 critical factors in a more effective way, Product, Price, Place and Promotion
(Elements of the marketing mix, 2014). Also, as to manage intangibility of some product and
services the managers use three more elements, physical evidence, process and people. This
provides a controlled grip on the variables which is important as to ensure higher growth rate.
Traditionally organisations focused on using this tool to ensure that the product delivery is done
in right manner. But today, the tangible and intangible elements of products and services are
required to fulfil requirements of customers in a proper manner.
The two chosen companies are Wilkinson and Cadbury. The reason behind choosing a
company from another sector is very simple, this will allow researcher in understanding various
ways marketing mix is used in different sectors (Mintz and Currim, 2013). Today, the cited
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retailing company has grown in size and scope due to the effective application of marketing mix.
This will also assist in improving knowledge about methods that are used by two different type
of firms in market. The analysis of 7P's is stated below:
Basis Wilkinson's Cadbury
Product They sell diversified range of
products and services to consumers in
market. They are related to household
and focused on solving every issue
faced in a home. The company has a
positive brand name in market and its
product are trusted by people.
It is a very famous company which is
known to make one of the most
consumed product that is Chocolate. It
also has diversified range of product at
its disposal which it offers to market.
They are developed as per country and
environment. Also changed according
to the seasons.
Price Wilkinson is known to use penetration
pricing strategy where it tries to keep
the prices of product as low as
possible so that customers are more
attracted towards it. It also has
product range which is sold for
premium prices. So basically they
target both type of customers.
The pricing of company product is done
as per the quality and quantity. The
concept uses is cost leadership and it
always tries to sell products as per the
quality of chocolate and size of packet.
It also use replication technique where
it changes the pricing of goods as per
competitors changes.
Place Till now the company is serving in
more than 300 location which is
suppose to increase with growth. It is
also venturing into online market to
gain more market share.
Products of company are available in
many countries.
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Promotion The company believes in hard style of
marketing where it focuses on
advertising through print media or
TV's. This is done as to ensure prime
customers are influenced.
It is dependent on advertisement as to
remind consumer about new products
and connect with them on emotional
basis as to boost consumption.
People Company is currently employing
more than 23,000 people for
managing its store and serving
customers in a more effective way.
They understand that people element is
very important and that is why it is able
to use 71657 people in a very effective
manner.
Process The company keeps on updating its
process, for example it recently
adopted changes in its supply chain
management for increasing efficiency.
The company is very focused on the
core process and ways it manufactures
chocolates.
Physical
Evidence
The company store and its products
are the very physical evidence for
consumers. Also, the value which is
generated is considered as a evidence.
The products of company are sold in
more than 200 countries.
Comparison
Wilkinson's and Cadbury both apply their marketing mix in the above stated manner.
There are certain differences between the application of this tool. But they provide company a
way to attain objectives in a more effective way. The comparison is stated below:
Wilkinson's Cadbury
The company is using marketing mix as a tool
to offer different types of products and
services. They influence consumer and ensure
variables are controlled properly. The company
is investing a lot of resources as to ensure that
each task is completed in a set period of time.
On the other hand, Cadbury has a well
established marketing mix which allows it in
gaining competitive advantage. It segments
market and target it individually.
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Application of Marketing mix to marketing planning
ALDI Cadbury
The company has diversified range to offer in
market and they try to cater to the needs and
wants of customers in a more effective manner.
Marketing mic is used as a tool to direct
resources in one direction and face
contingencies.
The company Is well known in market where it
is settled and serves as per the needs of
customers. The mix is updated as per the
seasons and regions as to match demand and
supply.
M3
There are different strategies used by company as to ensure that they are able to attract
consumers towards their products and services in a effective way. For example, Wilkinson uses
Penetration as a pricing strategy to gain market share while it is scheming the upper layer
offering better quality products at a premium pricing (Al Muala and Al Qurneh, 2012). Also the
company is aggressively using Digital and print media to influence consumers to consume their
products and services repeatedly. Also, introduction of private labels in the stores is a change
strategy where company is lowering down its risk factors by diversifying offerings.
TASK 4
P4 Basic Marketing Plan for Wilkinson
It is important for a company to formulate its own strategies as to ensure that each task is
completed in a set period of time (Armstrong and et. al., 2014). A basic marketing plan for
Wilkinson is stated below:
Company Profile:
Wilkinson is a street chain retail store operator which was founded in 1930 by James
Kemsey Wilkinson in Leicester. The company is operated and controlled by family and is
currently managed by Tory Swann and Lisa Wilkinson (Pike, 2015). The company has rebranded
itself in late 2000 as Wilko. It has a revenue of more than 1.5 billion pounds and a operating
profit of 67 million pounds. Recently Wilkinson was able to enter into Hong Kong market by
opening their first store in the city.
Products Offered:
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