In your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll ou

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In your role as a Junior Marketing Analyst at the supermarketchain, you have been working hard on preparing the roll out for thenew ‘Luxurious’ range of own-brand food products. This product linewill be positioned in a distinctive and inviting way that combinesluxury, superior taste and value. Equally, the product line mustsit comfortably with other regular and similar food products. Younow need to develop a compelling and creative marketing plan forthe new product line. It must clearly articulate a bold marketingstrategy and include tactical actions that are clearly aligned tothe overall organisational objectives. Your marketing plan alsoneeds to incorporate a media plan as part of the overall marketingcampaign.
Guidance
In producing the marketing plan, you will need to address thefollowing areas.
• How the strategic marketing plan links with the overallorganisational mission,
corporate strategy and objectives.
• Clear and SMART marketing objectives.
• Marketing research to support the new product line launch.
• A situational analysis, including:
○ marketing audit, making use of appropriate analytical toolsincluding SWOT,
Pestle and 5C analysis
○ a competitor analysis including the market segments and
○ sub-segments covered
○ articulation of the new product value-proposition in the eyesof the customer.
• Development of the marketing strategies applied to theextended marketing mix.
• Setting of an overall marketing budget, including allocationof planned spend.
• Tactical actions.
• Identifying appropriate control and monitoring measures toensure achievement
of objectives including metrics to measure success such asReturn on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV).
A comprehensive media plan that supports the planned marketingcampaign, this will
include:
• a media budget
• recommendations and rationale for selected and integratedmulti-media activities
within the set budget that meet the marketing objectives
• appropriate digital, offline and social media channels forcommunication
• full justification for a multi-media plan based onquantitative and qualitative
criteria.
Question 1 Develop a marketing plan that includes keyelements of marketing planning for an organisation to achievemarketing objectives. (
Produce a marketing plan for an organisation that meetsmarketing objectives )
Ques 2 Produce a media plan that includes recommendationsand rationale for selected media activities that meet budgetaryrequirements and objectives of a marketing campaign brief(
Develop a media plan to support a marketing campaign for anorganisation )