ASSIGNMENT BRIEF 2 of 2

ASSIGNMENT BRIEF 2 of 2

Programme: BTEC Higher National Diploma (HND) in Business ESBM (RQF)

Unit Number and Title Unit 2: Marketing Processes and Planning

Unit Level: 04

Unit Lecturer: Sundus RiazLecturers Email s.riaz@lcc.ac.ukAssessment Title Marketing Mix of a Fast-Moving Consumer Goods (FMCG) company

Programme Coordinator Mohammad M Haque

Email mm.haque@lcc.ac.uk

Personal Tutor: Monwara Begum

Personal Tutors Email: mb.chowdhury@lcc.ac.uk

Key Dates

Academic Year 2023- 2024

Issue date: 22/01/2024

Submission date: 11/04/2024

Result Published Date: 4 weeks after submission (Feedback is available after 3 weeks)

Submission Format

Students will submit a marketing plan that addresses the set brief. A detailed media plan must be fully integrated into the marketing plan.

The assignment should be written in a structured format, using headings, subheadings and business language. A bibliography should be provided using the Harvard referencing system (or an alternative system). Inaccurate referencing use may lead to plagiarism issues if not applied correctly.

The recommended word limit is 1,0001,500 words, although you will not be penalized for exceeding the total word limit.

Learning Outcomes

By the end of this unit students will be able to:

LO3 Produce a marketing plan for an organization that meets marketing objectives

LO4 Develop a media plan to support a marketing campaign for an organization..Transferable skills and competencies developed:

How to plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives and

how to evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.

A creative and analytical mind willing to think of new ways of doing things.

Vocational scenario

Case Study: Marketing and Media Plan of Fast-Moving Consumer Goods

For the upcoming summer promotion, the marketing plan aims to increase sales by 20%. It will emphasize partnerships with social media influencers and launch limited-edition summer products. The objective will be met through a careful balance of the marketing mix in creating the marketing plan.

The media plan includes regular posts on Instagram and Twitter, a sponsored post series with select influencers, and targeted ads on Facebook based on customer profiling. Scheduled releases of promotional content will maintain customer engagement, proving integral to the campaigns success.

Your Role

As a Junior Marketing Officer, your line manager tasks you with creating a comprehensive marketing plan for an FMCG company and developing a media plan to enhance the effectiveness of a marketing campaign.

.

Assignment activity and guidance

Develop a marketing plan that includes key elements of marketing planning for your chosen FMCG organization to achieve marketing objectives.

Produce a comprehensive marketing plan that integrates the extended marketing mix, incorporating both tactical and strategic elements, to achieve and measure marketing objectives within key performance metrics for the organization.

Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign briefDevise and provide a justified integrated multimedia plan, selecting appropriate digital, offline, and social media channels for communication, based on quantitative and qualitative criteriaLearning Outcomes and Assessment Criterion:

Pass Merit Distinction

LO3 Produce a marketing plan for an organizationthat meets marketing objectives D3 Produce a strategic

marketing plan for an

organization that

measures achievement of

marketing objectives

within key performance

metrics.

P4 Develop a marketingplan that includes key

elements of marketing

planning for an

organization to achievemarketing objectives. M4 Produce a detailedtactical marketing plan

that integrates the

extended marketing mix

to achieve marketing

objectives. LO4 Develop a media plan to support a marketingcampaign for an organization. D4 Provide a justifiedintegrated multimedia

plan based on

quantitative and

qualitative criteria.

P5 Produce a mediaplan that includesrecommendations and

rationale for selectedmedia activities that

meet budgetaryrequirements and

objectives of a

marketing campaign

brief. M5 Devise an integratedmultimedia plan, selectingappropriate digital, offline

and social media channels

for communication. Recommended Resources

Textbooks:

GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings).

London: Palgrave Macmillan.

JOBBER, D. and CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.

Maidenhead: McGraw-Hill.

KOTLER, P. and ARMSTRONG, G. (2016) Principles of Marketing.7th Ed London: Pearson.

MCDONALD, M. and WILSON, H. (2016) Marketing Plans: How to Prepare Them,

How to Use Them. 8th Ed. Chichester: John Riley and Sons.

Websites:

www.cim.co.uk Chartered Institute of Marketing

(General reference)

www.marketingdonut.co.uk Marketing Donut

(General reference)

www.marketingteacher.com Marketing Teacher

All sections

(General reference)

www.marketingweek.com Marketing Week

New and industry articles

(General reference)

Links:

This unit links to the following related units:

Unit 1: Business and the Business Environment

Unit 33: Marketing Insights and Analytics

Unit 34: Digital Marketing

Unit 35: Integrated Marketing Communications

ASSIGNMENT BRIEF 1 of 2

Programme: BTEC Higher National Diploma (HND) in Business ESBM (RQF)

Unit Number and Title Unit 2: Marketing Processes and Planning

Unit Level: 04

Unit Lecturer: Sundus RiazLecturers Email s.riaz@lcc.ac.ukAssessment Title Marketing Mix of a Fast-Moving Consumer Goods (FMCG) company

Programme Coordinator Mohammad M Haque

Email mm.haque@lcc.ac.uk

Personal Tutor: Monwara Begum

Personal Tutors Email: mb.chowdhury@lcc.ac.uk

Key Dates

Academic Year 2023- 2024

Issue date: 22/01/2024

Submission date: 11/04/2024

Result Published Date: 4 weeks after submission (Feedback is available after 3 weeks)

Submission Format

The assignment is to be submitted as a Report that can be submitted in a format of your choice. The Report must be clear and concise, stating the problem/issue and include a summary of analysis and recommendations. All your work must be supported with research and referenced correctly using the Harvard referencing system (or an alternative referencing system).

You must also provide a bibliography using the Harvard referencing system (or an alternative one). Inaccurate referencing use may lead to plagiarism issues if not applied correctly.

The recommended word limit for the briefing paper is 1,0001,500 words, although you will not be penalized for going under or exceeding the total word limit.

Learning Outcomes

By the end of this unit, students will be able to:

LO1 Explain the role of marketing and how it interrelates with other business units of an organisationLO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectivesTransferable skills and competencies developed:

Use appropriate business systems and software to deliver marketing outcomes efficiently, for example, to analyse data, produce reports, and provide copy.

Produce a wide range of creative and effective communications, showing the ability to write and proofread clear and innovative copy and project briefs and give confident presentations.

Have conceptual and critical thinking, analysis, synthesis and evaluation.

Vocational scenario

Case Study: Marketing Mix of a Fast-Moving Consumer Goods (FMCG) company

Fast-Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), constitute products sold rapidly and at a comparatively low cost. This industry is marked by high-volume sales, swift inventory turnover, and a diverse range of products addressing various consumer needs. FMCG items encompass essential everyday goods like food, beverages, toiletries, cleaning supplies, and other low-cost household items.

You have recently joined as a Junior Marketing Officer of an FMCG company such as Unilever or Nestle. You are responsible for a specific product line, such as Shampoo, Soft Drinks, or any food items, in your chosen FMCG company. You prioritize marketing to drive business growth. To maintain brand coherence and functional interrelation, marketing closely collaborates with other units such as sales, purchasing, and customer service. Information from sales trends helps shape marketing campaigns, while feedback from customer service refines the brand message.

Your company creatively employs the 7Ps of the marketing mix to meet its objectives. The product strategy focuses on showcasing exclusive, high-quality products. Pricing is premium, tapping into the exclusivity appeal. The place strategy emphasizes its physical store's trendy location and an online platform. Promotion leverages social media influencers. The people strategy employs knowledgeable staff for superior customer service. The process ensures efficient checkout online and offline. Physical evidence includes chic packaging and a hip store layout.

Your Role

As a Junior Marketing Officer, you will write a Report on how marketing in an FMCG company interfaces with other departments in formulating product, price, place, and promotion strategies, and how different FMCG companies utilize these marketing mix elements to fulfill their overarching business goalsAssignment activity and guidance

Explain the concept of marketing and marketing operations, including the different areas and role of marketing, and how the marketing function relates to the wider organizational contextAnalyse the role of marketing in the context of the marketing environment, examine the significance of interrelationships between marketing and other functional units of a chosen organization, and critically analyse the external and internal environment in which the marketing function operates in the chosen organization.

Compare how two different FMCG organizations apply the marketing mix to the marketing planning process to achieve their business objectives.Review and evaluate strategies and tactical approaches applied by organizations to demonstrate how the marketing mix contributes to achieving overall business objectives successfully.

Learning Outcomes and Assessment Criterion:

Pass Merit Distinction

LO1 Explain the role of marketing and how itinterrelates with other business units of an

organisation D1 Critically analyse the

external and internal

the environment in which the

marketing function

operates.

P1 Explain the concept of

marketing and marketing

operations including the

different areas and roles of

marketing.

P2 Explain how the

marketing function

relates to the wider

organisational context.

M1 Analyse the role of

marketing in the context

of the marketing

environment.

M2 Analyse the

significance of

interrelationships

between marketing and

other functional units of

an organisation. LO2 Compare ways in which organisations useelements of the marketing mix to achieve overallbusiness objectives D2 Evaluate strategiesand tactical approaches

to the marketing mix in

achieving overall business

objectives.

P3 Compare the ways in

which different

organisations apply the

marketing mix to the

marketing planning

process to achievebusiness objectives. M3 Review strategies and

tactical approaches

applied by organisationsto demonstrate how

business objectives can

be achieved successfully. Recommended resources:

Textbooks:

GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings).

London: Palgrave Macmillan.

JOBBER, D. and CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.

Maidenhead: McGraw-Hill.

KOTLER, P. and ARMSTRONG, G. (2016) Principles of Marketing.7th Ed London: Pearson.

MCDONALD, M. and WILSON, H. (2016) Marketing Plans: How to Prepare Them,

How to Use Them. 8th Ed. Chichester: John Riley and Sons.

Websites:

www.cim.co.uk Chartered Institute of Marketing

(General reference)

www.marketingdonut.co.uk Marketing Donut

(General reference)

www.marketingteacher.com Marketing Teacher

All sections

(General reference)

www.marketingweek.com Marketing Week

New and industry articles

(General reference)

Links:

This unit links to the following related units:

Unit 1: Business and the Business Environment

Unit 33: Marketing Insights and Analytics

Unit 34: Digital Marketing

Unit 35: Integrated Marketing Communications