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 thesupermarket chain, you have been working hard on preparing the rollout for the new ‘Luxurious’ range of own-brand food products. Thisproduct line will be positioned in a distinctive and inviting waythat combines luxury, superior taste and value. Equally, theproduct line must sit comfortably with other regular and similarfood products. You now need to develop a compelling and creativemarketing plan for the new product line. It must clearly articulatea bold marketing strategy and include tactical actions that areclearly aligned to the overall organisational objectives. Yourmarketing plan also needs to incorporate a media plan as part ofthe overall marketing campaign.
Guidance
In producing the marketing plan, you will need toaddress the following areas.
• How the strategic marketing plan links with theoverall organisational mission,
corporate strategy and objectives.
• Clear and SMART marketing objectives.
• Marketing research to support the new product linelaunch.
• A situational analysis, including:
○ marketing audit, making use of appropriate analyticaltools including SWOT,
Pestle and 5C analysis
○ a competitor analysis including the market segmentsand
○ sub-segments covered
○ articulation of the new product value-proposition inthe eyes of the customer.
• Development of the marketing strategies applied to theextended marketing mix.
• Setting of an overall marketing budget, includingallocation of planned spend.
• Tactical actions.
• Identifying appropriate control and monitoringmeasures to ensure achievement
of objectives including metrics to measure success suchas Return on Marketing
Investment (ROMI) and Customer Lifetime Value(CLV).
A comprehensive media plan that supports the plannedmarketing campaign, this will
include:
• a media budget
• recommendations and rationale for selected andintegrated multi-media activities
within the set budget that meet the marketingobjectives
• appropriate digital, offline and social media channelsfor communication
• 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 includesrecommendations and rationale for selected media activities thatmeet budgetary requirements and objectives of a marketing campaignbrief (
Develop a media plan to support a marketing campaign foran organisation )