Unit No & Unit Title

Unit 19 Marketing Planning

Unit Outcomes Covered:

LO1. Be able to compile marketing audits
LO2. Understand the main barriers to marketing planning
LO3. Be able to formulate a marketing plan for a product or service
LO4. Understand ethical issues in marketing
GRADING OPPORTUNITIES AVAILABLE
Outcomes/
Grade
Descriptors

Outcomes/ Grade
Descriptors

AC1.1

AC1.2

AC1.3

AC1.4

AC2.1

AC2.2

AC3.1

AC3.2

AC3.3

AC3.4

AC3.5

AC4.1

AC4.2

AC4.3

M1

M2

M3

D1

D2

D3

Tutor Notes
Key Points:
Answer All questions in this assignment
Your assignment/report should be submitted by the deadline.
The assignment must be your own work and original in all answers to the tasks.
All sources used should be correctly referenced in Harvard format.
You will be expected to check spelling mistakes and grammar before submitting your
work.
The London School of Business and Management Cover sheet should be used in
every submitted work.
An appropriate report structure should be used, which may include headings such as:
Table of Contents, Introduction, Discussion/Evaluation, Conclusions, References and
Appendices (if necessary).
There should be clarity of expression in your work.
Your work should demonstrate, for example, relevant factual content and
understanding of the subject, critical analysis, evaluation, justifications, key
arguments, correct use of appropriate models/framework etc.

Scenario

Britvic is one of the leading soft drinks companies in Europe, with operations in Great Britain (GB),
Ireland and France.

Across these three markets, the company has developed a strong portfolio of its own iconic brands,
including Robinsons, Tango, J2O, drench, MiWadi, Ballygowan, Teisseire and Fruit. In addition, in
GB (Great Britain) and Ireland, the company produces and sells a number of PepsiCos famous soft
drinks brands, including Pepsi, 7UP and Mountain Dew Energy, under exclusive agreements with
PepsiCo. Britvic is the largest supplier of branded still soft drinks and the number two supplier of
branded carbonated soft drinks in GB, and it is an industry leader in Ireland and France. Through
franchising, export and licensing, Britvic has also been growing its reach into other territories,
particularly the United States. Britvics management team has successfully developed the business
through a clear strategy of organic growth and international expansion based on creating and building
scalable brands. Britvic is listed on the London Stock Exchange under the code BVIC.
Key Figures
Britvic is a leading soft drinks company, with an enviable portfolio of market leading brands, exclusive
bottling agreements with PepsiCo in the UK and Ireland for global brands such as Pepsi and 7UP and
an international presence thanks to its franchise and International business Unit.

Great Britain
#1 Stills supplier
#2 Carbonates supplier
#1 supplier to pubs and clubs market
#2 supplier to take-home market
You are required to develop a marketing plan for the re launch or launch of a product / products in
the UK in 2016. In developing your marketing plan you are required to conduct a marketing audit,
understand the barriers to marketing planning and be aware of the ethical issues in marketing.

Assignment Tasks
Task 1: Be able to compile a marketing audit
Marketers in the past have based their strategies on the assumption of infinite resources and zero
environmental impact. With the growing recognition of finite resources and high environmental costs,
marketers need to re-examine their theory and practices. They need to revise their policies on
product development, pricing, distribution, and branding. The recent financial meltdown has added
another layer of concern as consumers adjust their lifestyles to a lower level of income and spending.
Companies must balance more carefully their growth goals with the need to pursue sustainability.
Philip Kotler (2011) Reinventing Marketing to Manage the Environmental Imperative. Journal of
Marketing: July 2011, Vol. 75, No. 4, pp. 132-135)

AC1.1 Using materials collected from your research, review changing perspectives
(viewpoints) in marketing planning.
AC1.2 Evaluate an organisations capability for planning its future marketing activity (refer to
your Britvic case study with reference to its GB operations).
AC1.3 Based on your research and findings, examine techniques for organisational auditing
and how to analyse external factors that affect marketing planning (provide at least 2-3
techniques and provide examples based on those techniques).
AC1.4 Applying the case scenario, carry out an organisational audit and analysis of external
factors that affect marketing planning for the launch/re-launch product of Britvic.
Tasks 1 covers assessment criteria AC1.1, AC1.2, AC1.3, AC1.4 under LO1

Task 2: Understand the main barriers to marketing planning

In this task, you are required to address key barriers to marketing planning found when
complying your marketing plan for Britvic (GB).
AC2.1 Assess the main barriers to marketing planning (e.g. organisational culture, change
management, ethical issues, behavioral, and resources).
AC2.2 Examine how organisations (this is generic- applies to any organisation not only
Britvic) may overcome barriers to marketing planning.

Task 2 covers assessment criteria AC2.1, AC2.2 under LO2

Task 3: Be able to formulate a marketing plan for a product or service

In this task, you need to demonstrate skills to formulate a marketing plan for a
product or service.

AC3.1 Based on your assignment scenario, write a marketing plan for a product or a service.
AC3.2 Explain why marketing planning is essential in the strategic planning process for an
organisation.
AC3.3 Examine techniques for new product development for Britvic (GB).
AC3.4 Justify recommendations for pricing policy, distribution and communication mix.
AC3.5 Explain how factors affecting the effective implementation of the marketing plan have
been taken into account.
Task 3 covers assessment criteria AC3.1, AC3.2, AC3.3, AC3.4, CA3.5 under LO3

Task 4: Understand ethical issues in marketing

In this task you need to understand the ethical issues in marketing.
AC4.1 Explain how ethical issues influence marketing planning.
AC4.2 Analyse how organisations (Britvic and others) respond to ethical issues (include a
few examples).
AC4.3 Analyse examples of consumer ethics and the effect it has on marketing planning.
Task 4 covers assessment criteria AC4.1, AC4.2 and AC4.3 under LO4

Criteria for PASS

Grading Criteria (Pass, Merit, Distinction)

Possible Evidence

AC1.1 review changing perspectives in marketing

LO1 Be able to compile marketing planning
audits
AC1.2 evaluate an organisations capability for
planning its future marketing activity
AC1.3 examine techniques for organisational
auditing and for analysing external factors that
affect marketing planning
AC1.4 carry out organisational auditing and
analysis of external factors that affect marketing
planning in a given situation
AC2.1 assess the main barriers to marketing
planning
LO2 Understand the main barriers AC2.2 examine how organisations may overcome
to marketing planning
barriers to marketing planning
AC3.1 write a marketing plan for a product or a
LO3 Be able to formulate a service
marketing plan for a product or AC3.2 explain why marketing planning is
service
essential in the strategic planning process for an
organisation
AC3.3 examine techniques for new product
development
AC3.4 justify recommendations for pricing policy,
distribution and communication mix
AC3.5 explain how factors affecting the effective
implementation of the marketing plan have been
taken into account
AC4.1 explain how ethical issues influence
LO4 Understand ethical issues in marketing planning
marketing
AC4.2 analyse examples of how organisations
respond to ethical issues
AC4.3 analyse examples of consumer ethics and
the effect it has on marketing planning

Grade Descriptors for MERIT

Possible Evidence
M1 Identify and apply strategies M1 An effective approach to study and research has
to find appropriate solutions
been applied in producing the required work
M2 Select / design appropriate M2 Selection of methods and techniques has been
methods / Techniques
justified.
Harvard referencing format has been correctly applied
in both citations and the reference list
M3 Present and communicate
M3 An appropriate structure and approach has been
appropriate findings
used in producing the required work
Grade Descriptors for
DISTINCTION
D1 Use critical reflection to
evaluate own work and justify
valid conclusions

Possible evidence

D2 Take responsibility for

managing and organising
activities

D2 Independence has been demonstrated in planning

and organising the research and writing of the work
produced and presented.
Harvard referencing format has been competently
applied in both citations and the reference list
D3 Problems have been solved demonstrating
creative application of appropriate theories and
academic frameworks in the analysis to illustrate the
points made

D3 Demonstrate
convergent/lateral/ creative
thinking

D1 Analysis shows critical reflection, and conclusions

have been arrived at through synthesis of ideas that
are well justified