Students will submit a marketing plan that addresses the set brief. This should be writtenin a structured format, making use of heading and sub-headings and using business language. A bibliography should be provided using the Harvard referencing system (or analternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 1,0001,500 words, although you will not be penalised for exceeding the totalword limit. A detailed media plan needsto be fully integrated into the overall marketing plan.

Scenario In your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll out for the new Luxurious range of own-brand food products. This product line will be positioned in a distinctive and inviting way that combines luxury, superior taste and value. Equally, the product line must sit comfortablywith other regular and similarfood products. You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives. Your marketing plan also needsto incorporate a media plan as part of the overall marketing campaign. In producing the marketing plan, you will need to address the following areas.

How the strategic marketing plan links with the overall organisational 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 tools including SWOT, Pestleand 5C analysis a competitor analysis including the market segments and sub-segments covered articulation of the new product value-proposition in the eyes of the customer.

Development of the marketing strategies applied to the extended marketing mix.

Setting of an overall marketing budget, including allocation of planned spend.

Tactical actions.

Identifying appropriate control and monitoring measures to ensure achievement of objectives including metrics to measure success such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV). A comprehensive media plan that supports the planned marketing campaign, this willinclude:

a media budget

You have been asked to carry out a benchmarking analysis that will help inform and create a compelling proposition for the new food line in the minds of customers. You and your manager have been discussing this and have decided that there would be value gained by critically evaluating marketing mix strategies across different non-food businesses that offer branded luxury products and product lines. This will provide creative insight into how you develop and launch your product. Your manager has referred to this asprocess benchmarking. On completion of the benchmarking analysis, you are required to prepare your findings asa briefing paperfor the senior management team. The briefing paper: identifies and compares the extended marketing mix for two selected luxury non-food products/product lines evaluates the marketing strategies and tactical approaches adopted by each business (or business unit) and how they contribute to the success of the organisations in meeting their overall business objectives provides conclusions and a set of justified recommendations on what the company can learn and deploy as it plans out its marketing strategy for the new Luxurious product line.

LO3 Produce a marketing plan for an organisation that meets marketing objectives Develop a marketing plan that includes key elements of marketing planning for an organization to achieve marketing objectives Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics. LO4 Develop a media plan to support a marketingcampaign for an organisation P5 Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief. M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channelsfor communication. D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria