Higher Nationals

Internal verification of assessment decisions – BTEC (RQF)

INTERNAL VERIFICATION – ASSESSMENT DECISIONS
Programme title HND in Business Management

Assessor Ms. Anushka Jayasekara Internal Verifier

Unit(s) Unit 02: Marketing Processes and Planning

Assignment title Role of marketing and its relationship with functional units of an organisation.
Developing and evaluating marketing and media plans by aligning marketing mix
objectives with organizational strategies
Student’s name SMST Dinusha Samarasinghe

List which assessment Pass Merit Distinction

criteria the Assessor has
awarded.
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 Student Name/ID SMST Dinusha Samarasinghe 199933011038

Unit Title Unit 02: Marketing Processes and Planning

Assignment Number 02 Assessor Ms. Anushka Jayasekara

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Pearson
Higher Nationals in
Business
Unit 02: Marketing Process and Planning
Assignment
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Higher National Certificate/Diploma in Business
Assignment Brief

Student Name /ID Number SMST Dinusha Samarasinghe

Unit Number and Title Unit 02: Marketing Processes and Planning

Academic Year 2021/2022

Unit Tutor Role of marketing and its relationship with functional units of an
organization

Assignment Title Role of marketing and its relationship with functional units of an
organisation. Developing and evaluating marketing and media plans
by aligning marketing mix objectives with organizational strategies

Issue Date 16/02/2022

Submission Date 24/02/2022

IV Name & Date

Submission format

Section A
The submission of assignment 01 should be a 15-minutes individual PowerPoint presentation (05 minutes
allocated for questions). The presentation slides and speaker notes should be submitted as one copy. You
are required to make effective use of signposting (numbered PowerPoint headings, bullet points and
subsections) in- text referencing as appropriate. Your research should be referenced using the Harvard
referencing system. Please also provide a reference list using the Harvard referencing system. The learner
should provide speaker notes along with presentation slides with recommended word count of 750-1500,
although you will not be penalised for exceeding the total word limit.

Section B, C and D
The submission should be in the form of an individual written report. This should be written in a concise,
formal business style using 1.5 spacing and font size 12. You are required to make use of headings,
paragraphs and subsections as appropriate, and all work must be supported with research and referenced
using the Harvard referencing system.

Part B: The recommended word count is 1,000–1,500 words for the comparison in report format
Part C: Marketing plan of approximately 2000 words in report format
Part D: Media plan of approximately 1500 words in report format

Unit Learning Outcomes:

 LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business
objectives.
LO3 Produce and evaluate a basic marketing plan for an organization that meets marketing objectives.
LO4 Develop a media plan to support a marketing campaign for an organisation.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates with other business units of an
organization
P1 Explain the concept of M1 Analyse the role of D1 Critically analyse the
marketing and marketing marketing in the context external and internal
operations including the of the marketing environment in which the
different areas and role of environment. marketing function
marketing. M2 Analyse the operates.
P2 Explain how the significance of
marketing function interrelationships
relates to the wider between marketing and
organisational context. other functional units of
an organisation.
LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business
objectives
P3 Compare the ways in M3 Review strategies and D2 Evaluate strategies
which different tactical approaches and tactical approaches
organisations apply the applied by organisations to the marketing mix in
marketing mix to the to demonstrate how achieving overall business
marketing planning business objectives can objectives.
process to achieve be achieved successfully.
business objectives.
LO3 Produce a marketing plan for an organization that meets marketing objectives
P4 Develop a marketing M4 Produce a detailed D3 Produce a strategic
plan that includes key tactical marketing plan marketing plan for an
elements of marketing that integrates the organisation that
planning for an extended marketing mix measures achievement of
organisation to achieve to achieve marketing marketing objectives
marketing objectives. objectives. within key performance
metrics.
LO4 Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media M5 Devise an integrated D4 Provide a justified
plan that includes multimedia plan, selecting integrated multimedia
recommendations and appropriate digital, offline plan based on
rationale for selected and social media channels quantitative and
media activities that for communication. qualitative criteria.
meet budgetary
requirements and
objectives of a
marketing campaign
brief.
Assignment Brief and Guidance:

Section A
Scenario: You are the newly appointed Trainee Assistant Marketing Executive of a company based
in Sri Lanka and you have noticed poor cross functional communication and lack of marketing
orientation throughout the organization. In order to resolve the problem, as the Trainee Assistant
Marketing Executive, you have decided to meet the top management and present them the role of
the marketing department and the interrelationship with other functional areas of the organization.
You are required to provide an explanation to the concept of marketing, including current and
future trends. An overview of different marketing processes explaining the value and importance of
the marketing role in the wider business context also need to be provided related to the chosen
organisation. Furthermore, you need to explain and critically evaluate the role and responsibilities
of marketing personnel in the context of the organisation. Presentation then needs to provide an
appropriate explanation and a critical evaluation to the importance on how marketing department
influences and interrelates with other functional departments of the organisation. Also, you need to
critically analyse the external and internal environment in which the marketing function operates in
your selected organisation.
You are now required to develop an individual written report that consist of following three
sections;

Section B
You are now required to submit a briefing paper to the marketing team that contains a comparison
and evaluation of two companies in the same sector on how various elements of 7Ps marketing mix
used in marketing planning process to achieve the company objectives successfully by apprising
the different tactics applied. Select the same company you have chosen in the section A along with
another company in the same sector to prepare the briefing paper.

Section C
You need to produce a detailed, strategic marketing plan including key elements of marketing
planning and tactics that integrates marketing mix for the chosen company in section A to achieve
marketing objectives. Further, you need to produce measure achievement of marketing objectives
within key performance metrics to the chosen company in your marketing plan.

Section D
 You need to develop a media plan that includes recommendations and rationale for selected media
activities that meet budgetary conditions and objectives of a marketing campaign brief for the
chosen company in section A. Devise this as an integrated multimedia plan, selecting appropriate
digital, offline and social media channel for communication based on qualitative and quantitative
criteria.

Grading Rubric

Grading Criteria Achieved Feedback

P1 Explain the concept of marketing and

marketing operations including the different
areas and role of marketing.
P2 Explain how the marketing function
relates to the wider organisational context.
P3 Compare the ways in which different
organisations apply the marketing mix to the
marketing planning process to achieve
business objectives.
P4 Develop a marketing plan that includes
key elements of marketing planning for an
organisation to achieve marketing objectives.
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.
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 the organisation
M3 Review strategies and tactical approaches
applied by organisations to demonstrate how
business objectives can be achieved
successfully.
M4 Produce a detailed tactical marketing
plan that integrates the extended marketing
mix to achieve marketing objectives.
M5 Devise an integrated multimedia plan,
selecting appropriate digital, offline and
social media channels for communication.
D1 Critically analyse the external and
internal environment in which the marketing
function operates.
D2 Evaluate strategies and tactical
approaches to the marketing mix in achieving
overall business objectives.
D3 Produce a strategic marketing plan for an
organisation that measures achievement of
marketing objectives within key performance
metrics.
D4 Provide a justified integrated multimedia
plan based on quantitative and qualitative
criteria.
 OBSERVATION RECORD

Learner name: SMST Dinusha Samarasinghe

Qualification: BTEC Level 4-HNC/HND Diploma (RQF)
Unit 02: Role of marketing and its relationship with functional units of an
Unit number & title:
organization
Description of activity undertaken

Assessment criteria targeted

How the activity covers the requirements of the assessment criteria (this does not confirm achievement of
assessment criteria or confer an assessment decision)

Learner name: SMST Dinusha Samarasinghe

Learner signature: shehasamarasinghe@gmail.com Date: 24/02/2022

Assessor name: Ms. Anushka Jayasekara
Assessor signature: Date
 WITNESS STATEMENT

Learner name: SMST Dinusha Samarasinghe

Qualification: BTEC Level 4-HNC/HND Diploma (RQF)
Unit number & title: Unit 02: Role of marketing and its relationship with functional units of an organisation
Description of activity undertaken (please be as specific as possible)

Assessment criteria (for which the activity provides evidence)

How the activity covers the requirements of the assessment criteria, including how and where the activity took place
(this does not confirm achievement of assessment criteria or confer an assessment decision)

Witness name: Job role:

Witness signature: Date:
Learner name: SMST Dinusha Samarasinghe
Learner signature: shehasamarasinghe@gmail.com Date: 24/02/2022
Assessor name: Ms. Anushka Jayasekara
Assessor signature: Date:
Contents
B. Marketing mix.............................................................................................................................2
Introduction..................................................................................................................................2
Vision.......................................................................................................................................3
Mission.....................................................................................................................................3
Vision.......................................................................................................................................3
Mission.....................................................................................................................................3
7Ps................................................................................................................................................4
Marketing Mix.............................................................................................................................4
Part C: Marketing Plan....................................................................................................................8
Market Analysis...........................................................................................................................8
Current Situation Analysis...........................................................................................................8
Competitor Analysis.................................................................................................................8
Customer Analysis...................................................................................................................8
PESTEL.......................................................................................................................................9
Political.....................................................................................................................................9
Economy...................................................................................................................................9
Social........................................................................................................................................9
Technology...............................................................................................................................9
Environment.............................................................................................................................9
Legal.........................................................................................................................................9
SWOT Analysis.........................................................................................................................10
Strengths.................................................................................................................................10
Opportunity............................................................................................................................10
Weaknesses............................................................................................................................10
Threats....................................................................................................................................10
Critical Success Factors.............................................................................................................11
High Brand Image..................................................................................................................11
Quality....................................................................................................................................11
Technology.............................................................................................................................11
Overall company objectives.......................................................................................................11
Mission Statement..................................................................................................................11
Marketing Objectives.................................................................................................................11
 STP.............................................................................................................................................12
Segment..................................................................................................................................12
Target Markets.......................................................................................................................12
Positioning..............................................................................................................................12
Marketing Strategies..................................................................................................................12
Product Strategies...................................................................................................................12
Pricing Strategy......................................................................................................................13
Place/Distribution Strategies..................................................................................................13
Promotion Strategy.................................................................................................................13
Advertising and Promotional Budget.........................................................................................14
Implementation..........................................................................................................................14
Recommendations and Conclusion............................................................................................15
D: Develop a media plan...............................................................................................................15
Media planning..........................................................................................................................15
The Components of Media Planning.........................................................................................16
The forms of media used at Softlogic........................................................................................16
Recommendations to developing a media plan..........................................................................17
Communication objective.......................................................................................................17
Possible tools that can be used...............................................................................................17
References......................................................................................................................................20

B. Marketing mix
Introduction
Softlogic Holdings PLC is renown to be one of the most progressive and dynamic conglomerates in Sri
Lanka with industry leadership in Retail, ICT, Leisure, Automobiles, Healthcare and Financial Services.
The company operates an asset base exceeding US$ 750 million, generating an annual turnover of over USD
420 million, and employs more than 11,000 employees in Australia and Sri Lanka. The diversity portfolio of
the company is an important factor in its capability to create value and provide it with the option to invest
across a broad range of commerce wherever an opportunity is perceived to improve sustainable returns to
the stakeholders. The Group’s strategic alliances and representations with big multinational conglomerates
and international companies of repute confirm its unmatched local standing.(Softlogic, 2021)
Vision
The company always strives to be one of the most trusted services and products provider of choice,
providing high-quality solutions to corporate and retail consumers. Setting to the latest industry standards
and initial vision holder value. .(Softlogic, 2021)

Mission
The company aims to make the right conclusions to raise returns on Monte invested. Employing and
rewarding top talent to leverage marketplace possibility and be the most admired company in Sri Lanka. .
(Softlogic, 2021)

The Hayleys retail sector is an important presence in the local market. They have presently consolidated
their position as the foremost consumer durables organisations in the country. The company is famous for
its distribution and marketing of their own premium quality product as well as consumer product of world
class. Hayleys Consumer has introduced ‘Aspire’, which is its flagship store for all its employees thereby
extending their services across the country via Aspireonlinelk. (Hayleys, 2021)

Singer Sri Lanka PLC which is a leader in the consumer durables of Sri Lanka, is famous for providing a
wide range of local and global brands of top quality to its expanding number of customers across the island
nation. Singer can boast of a portfolio of more than 600 electronic items, has over 430 retail outlets, an e-
commerce platform, a strong dealer network, over 50 globally renown brands and 1,200 home appliances.
(Hayleys, 2021)

Vision
The mission is to be a market leader enriching people’s life

Mission
Improve quality of life while creating long term relationships to customers by providing comfort service and
convenience.

7Ps
The 7 Ps are product, price, promotion, place, packaging, positioning, and people. Customers, Market, and
Products need rapid change, while the organisations continuously need to re-visit the 7 Ps to ensure that the
organisations achieve maximum results in the present marketplace (Deepak, and Jeyakumar, 2019).
Marketing Mix
Softlogic Holding PLC Singer (Sri Lanka) PLC
Product Soft logic fuels consumers for a Starting with the sewing
preferred market sector of machine, the product
quality and luxury. Having portfolio of the company
embraced many globally has expanded to include a
recognized brands, Softlogic successful multi brand
will maintain its performance strategy that combines top
platform, providing satisfaction global products with
to the developing consumer. Singer’s own products
Softlogic has developed a across an assortment of
complementary range of industrial, and household
products for managing categories. Singer has a
individual lifestyles. Their complementary range of
products include Home products for managing
appliances, Refrigerators, individual lifestyles. Their
Washing Machines, Air- products include Home
Conditioners, Water Purifiers, appliances, Refrigerators,
Kitchen Appliances, Airpot & Washing Machines, Air-
Kettle, Cooker Hood, Cookery Conditioners, Water
Range, Egg Cookers, Hob, Fan Purifiers, Kitchen
Series, General Fan, Appliances, Airpot &
Humidifier, Industrial Fan, Kettle, Cooker Hood,
Winter Snow Series. Cookery Range, Egg
Cookers, Hob, Fan
Series, General Fan,
Humidifier, Industrial
Fan, Winter Snow Series.
Brands include Sony, Samsung,
Brands include Singer,
T&G etc. (Softlogic,2021)
Sisil, Regnis, Kenwood,
Samsung, Sharp, Sony,
Tefal, etc( Hayleys, 2021)
Price The price strategy has been The pricing is moderate in
significant with high premium comparison to competition.
rates. The company adapts a The premium will vary
skimming price, set to cover according to cost incurred
initial cost. according to tangible
The premium rates are changed factors, value additions.
with the change of significant Pricing copes with a
factors like tax and import duty. degree of competition.
The premium will also vary Because of the highly
according to cost incurred competitive market
according to value additions. companies like Singer Sri
Pricing copes with a degree of Lanka find it hard to get a
competition. (Perera, 2022) footing the company tends
to push new products by
offering price that are
lower than competition.
This is penetration price.
(Perera, 2022)

Place The branches are located island The branches are located
wide. They cover rural and island wide. They cover
urban areas. Softlogic outlets rural and urban areas.
has over 200 outlets island wide. There are over 400 +
There are 22 Softlogic Max branches
showrooms
Promotion The literacy level is high in Sri The company has adapted
Lanka hence the company has both personal and
adapted both personal and impersonal promotion
impersonal promotion strategies. strategies. Most of the
Most of the promotions have promotions have been
been undertaken by business undertaken by business
agents. These are among the agents. These are among
 permanent staff and those that the permanent staff and
have been recruited on those that have been
commission base. Most of the recruited on commission
advertising has been done base. Most of the adverting
through social media, web-based is done via radio and
promotions, and personal television. There are
relations. Sales are made vehicles that promote
through word of mouth. There brand that has been
are vehicles that promote brand instrumental in impulse
that has been instrumental in buying.
impulse buying. The adverting
is ATL as well with
commercials running on
billboards, TV and radio.(De
Silva, 2022)
People The product preference is The employees are well
catered for hence the employees trained. They have been
are well trained. They have through the basic etiquettes
been through the basic etiquettes in servicing customers.
in servicing customers. Most These are experienced staff
are IT savvy. (De Silva, 2022) that have been with the
company for several years.
Process The process is customer The process is customer
friendly. The company friendly. The company
concentrates on the speed and concentrates on the speed
accuracy of payment. The and accuracy of payment.
process method is easy and The process method is
convenient. The schemes cater easy and convenient. The
for the ever-growing demands of schemes cater for the ever-
the customers. The data growing demands of the
warehousing has smoothened customers. The data
the process flow. The ERP warehousing has
integrations help service a large smoothened the process
 clientele while reducing flow. The ERP integrations
overheads. The company has help service a large
stressed on the importance of clientele while reducing
customer service. (Perera, 2022) overheads. The company
has stressed on the
importance of customer
service.(Perera, 2022)
Physical distribution Distribution is key for a retail The distribution network is
company. The distribution island wide. Although
network is island wide. buyers prefer a face-to-
Although buyers prefer a face- face interaction most of the
to-face interaction most of the transactions have been
transactions have been done done online. As the
online. As the awareness and the awareness and the
marketing increases the products marketing increases the
become simpler to comprehend, products become simpler
yet prices are higher, and to comprehend, yet prices
customers can buy the product are comparatively cheaper,
off the counter. (De Silva, 2022) and customers can buy the
product off the counter.
(Perea, 2022)

1000

Part C: Marketing Plan

Market Analysis
Softlogic combines globally leading brands making sure that consumers take advantage of a more streamline
company. Softlogic provides some of the most innovative services and products available to meet consumer
requirements, making it even easier to conduct business with them. The company operates a multi-brand
multi-channel strategy that focuses on improving the retail landscape of Sri Lanka by inspiring consumer
preferences, overall shopping experiences and lifestyles, which have been embraced with a lot of passion.
The retail arm of Softlogic has changed its global brand sales to a affordable, fast moving proposition as
consumer presently find authenticity and quality preferable. A robust economy, rising per capita income,
favorable demographics, the migration of low middle-class families moving to the upper class, as well as
large scale strategies in retail development are promoting Sri Lanka, fueling consumers for a preferred
market sector of quality and luxury. Having embraced many globally recognized brands, Softlogic will
maintain its performance platform, providing satisfaction to the developing consumer preferences with an
assorted selection of products, special offers and brands.(Softlogic, 2021). The assignment looks at
electronic appliances

Current Situation Analysis

Competitor Analysis
Softlogic’s closest competitor is Singer Sri Lanka. All their competitors struggle to achieve the number one
spot in the market by following various marketing strategies like product differentiation to attract many
customers, which enable them to achieve a competitive advantage in the market. (Kotler, and Keller, 2006).

Customer Analysis
Softlogic’s potential consumers are those who are concerned about their lifestyle. The company offers
products that enhance the customers’ lifestyles, and their products are designed especially for the
satisfaction of the middle- and upper-class individuals who offer them enhanced standards of living while
providing levels of high satisfaction (Radville et al, 2008).

PESTEL
Political
The country has a stable political situation. The Sri Lankan government plays a vital role in marketing the
company’s products. Various regulations are formulated by the government which operates a system of
export and import licensing which assists in the regulation of the trade circle by regulating their products.
The company is required to follow the Harmonized Tariff System for the classification of their goods, which
helps them to enhance the export of their products. (Shaw, 2021).

Economy
The country suffered a downturn in the economy. The GDP low, the PPP is low. The disposable income is
low. The interest rates are high. The currency deprecation is high. The unemployment rate is on the rise.
FDI are dwindling. (Shaw, 2021).
Social
The country has a diverse community. The literacy rate is high. There are social classes, and the middle and
upper classes patronize products of Softlogic.

Technology
The technology is advancing. The middle and upper classes are caught up in a rat race. The professionals
look for convenience. They look to save time and energy especially when they are working around the
kitchen. Hence, there is a demand for the products on offer by Softlogic. (Saxena, 2005).

Environment
These companies in the retail sector are conscious of the pollution that their trade causes. Most of the
companies have gone green in their operations. (Kotler, and Keller, 2006).

Legal
There are laws that govern both the employees and consumers. There are acts and statutes that protect the
appliances and the trade undertaken. (Shaw, 2021).

SWOT Analysis
Strengths
• Highly experienced business units

• High profitability and revenue

• High skilled workers

Opportunity
• Sponsorship of sports events and entertainment

• Flexibility in the selection of the market

• Increasing Demand

• Developing economy

• Large Market

• High export capacity and growth rates and

Weaknesses
• High-cost structure

• Debt rating in future

• Future earnings

• Limited Market Share

• Financial Capacity

• Escalating Costs

• increase in competition and Lower Earnings

• Higher labor cost

Threats
• Developing competitive industry dynamics

• Price War with closest competitor

(Perera, 2022)

Critical Success Factors

High Brand Image
The company brand is popular and preferred by everyone. When a consumer visits a store, he carries a
certain brand image in his mind that is created by the company through experience.

Quality
Since the product quality of Softlogic is very high, the company’s products are patronized by many of their
consumers.

Technology
High technology is being utilized by Softlogic for their products, which creates a differentiation from
existing brands in the market. (Saxena, 2005).
Overall company objectives
Mission Statement
The Softlogic mission statement is to provide their customers with one stop solutions so they can achieve
product efficiency and delivery environment friendly merchandise. (Kotler, and Keller, 2006).

Softlogic’s main objective is to be the foremost leader of Home Appliances in Sri Lanka and other markets
in addition to which the company desires to deliver products of high technology to their customers

The sales forecast of Softlogic was outlined for 2022 and 2023, and the company expects to have sales
between Rs. 500,00,000 and 600000,000 for its products in 2022, and 1 billion in 2023.

Marketing Objectives
Increase social media impression among the target market by 30% to meet the sales targets.

Increase market share by 10% among the appliances offered by Softlogic by decreasing customer churn and
increase sales

Increase sales by 5% in the year 2022 and 7.5% in the year 2023.

STP
Segment
The geography is Sri Lanka, with more emphasis on urban areas. The demography of these customers is that
they can be male or female. They range from 20 years to 65 years. These are professionals and home
makers. They are of the upper and middle class. They believe in convenience and comfort. The purchasers
of these appliances are savvy in the use of electronic appliances. They are conscious of price but look for
value for money. They make conscious comparison of other competitor model and mode of appliances.
These customers look for quality in brand. (Saxena, 2005).

Target Markets
In the event Softlogic needs to expand its business in Sri Lanka, the company should choose a potential
target market which could be upper class segments, consumers who are concerned about their lifestyles,
look to buy product of high quality at reasonable prices and are concerned about safety and health issues.
Hence, the target market is mainly among the women. These women are between the ages of 25-50 years.
Most are professionals or home makers. They are of the middle or upper classes. The average income per
month is proximately Rs150,000. They are reliant on these electronic appliances for convenience. Yet these
women are tech savvy. They are good around the appliances that they use. (Kotler, and Keller, 2006).
Positioning
Softlogic’s positioning is to make the lives of people more convenient, healthier, and better. Their
positioning strategies are futuristic and technologically brilliant. They are introducing their brand as vibrant,
premium, and young. (Kotler, and Keller, 2006).

Marketing Strategies
Product Strategies
Softlogic has developed a complementary range of products for managing individual lifestyles. Their
products include Home appliances, Refrigerators, Washing Machines, Air- Conditioners, Water Purifiers,
Kitchen Appliances, Air-pot & Kettle, Cooker Hood, Cookery Range, Egg Cookers, Hob, Fan Series,
General Fan, Humidifier, Industrial Fan, Winter Snow Series.

Pricing Strategy
The company is using the pricing policy associated with the cost of the product and reasonable profit
margins. When a product is initially launched it is sold for a higher price, but after a while the company can
reduce the prices of products. (Saxena, 2005).

Place/Distribution Strategies
A global market is served by Softlogic by establishing diverse business units in almost 120 locations. The
company’s main motive is rapid growth which could only be achieved through Nationalization. Softlogic
has connected with distributors who are responsible for distributing the company product to several
customers to sell their product to the Sri Lankan market. (Kotler, and Keller, 2006).

Promotion Strategy
Softlogic was always focused on the concept of promotional advertisements as it feels the requirement to
carry on direct communication with its customers, enabling the efficient sale of their products. Once the
target market has been selected the residential electronic appliances that have the most demand. Hence, a
niche domain can be utilized. At a time, there is greater concentration on web-based sales it is imperative
that Softlogic allocates a page of these electronic appliances. This is because people search online services
when needed. The website will bring a search page to the customer, and it will help you get in more
sale(Saxena, 2005).

The top search results are in Google. These are in the form of paid advertisements. To get more hits on the
website the company would put more advertisements on the Google search page. YouTube is the second
largest search engine. Softlogic can make videos of various electric know how and therein help the customer
resolve queries. The popularity of these videos will increase sales. Yet they must be shot and developed in
the right way (Ranawaka, n.d.).

Customer referral is critical. The people that have bought appliances from Softlogic will share their
testimonies. These recommendations will attract more customers to purchase the products. The purchases
that are made in bulk is discounted. These customer recommendation programs will help enhance the
customer base. This also works as a customer loyalty program. This is because customers are more likely to
come back to the store again of, they need to do so. (Kotler, and Keller, 2006).

The traditional marketing is to provide flyers and handouts. These are in the form of brochures. These
handouts are given at the doorsteps of Softlogic showrooms. It is also made available at the showroom itself.
This way the company will ensure that the customers will come to know of the products and service offered
at Softlogic.

Softlogic will create a blog. The website will direct the viewers to the blog. Blogging will be a great way to
answer queries about the products on offer as well as the service that is offered at the showrooms. The blogs
can keep the audience captivated. By blogging, it will increase the much-needed visibility the company
needs (Ranawaka, n.d.).

The healthiest attraction to Softlogic will through the service that they offer. The customer service provided
can speak volumes. Enhancing the service offered is the best way to grow the business in the long haul. This
will encourage the generation of a positive word of mouth. It is important that the employees maintain a
good behavior throughout the process of various queries, for the customer to earn trust. The company will
ensure that customers are happy and satisfied. This is a step towards a positive generation of the word of
mouth.

The company can grow social media marketing. The company will enhance the social presentation with
what is going on at the store, especially when it is buzzing with customers. The company will upload some
of the behind-the-scenes pictures of hardworking staff. This kind of social media attraction will resonate
with the social interactions that the company has. (Hollensen, 2015).

Advertising and Promotional Budget

Softlogic is planning to formulate expansion for their company and have utilized Rs.80,000,000 on its
marketing this year 2022 which is almost a 25% increase against their marketing expenses the previous year.
These are for the promotions that have been discussed above. The company will fix a budget of Rs.
150,000,000 to help them enhance their brand image to the consumer. This is the budget for 2022. There in
there will be an incremental budget for the year 2023 and 2024 of 2.5% and 5% respectively.

Implementation
The successful implementation of marketing strategies requires a marketing plan that should be aligned with
diverse development strategies of business. Effective implementation needs a specific targeting plan to
build the company image for decision makers and key influencers in the market. Key performance indicators
have been set for the marketing objectives for Softlogic. These key performance indicators are assessed
monthly. Reports on the progress is presented to the Board of Directors. (Kotler, and Keller, 2006).

Critical success factors KPIs Measurement tools

Customer loyalty The number of queries on Internal records, customer
social media surveys, testimonies
Sales Increase in sales from one Profit and loss
month to another Sales sheets
Market share growth Percentage of market share Internal records
increase
Brand name Brand awareness Brand value / Brand equity

Recommendations and Conclusion

It is concluded that the company should be more focused on developing effective strategies for expansion to
cater to the Thai market. Moreover, the plan should be implemented with the serious consideration of
resources like budget and time. It has been suggested that marketing managers should follow these plans
diligently under the defined budgets to make sure they do not exceed them to ensure that the plan is
implemented with greater effectiveness.

D: Develop a media plan

Media planning
This is the procedure of determining when, how, and to what audience a message will be delivered on
advertising or branding. The way a message is intended to support an advertisement or marketing strategy
is analyzed by a media planner, who subsequently develops tactics to share it in the correct place with the
right people. The Marketing Department is responsible for development which is a process that requires a
profound comprehension of the component for the platforms that could deliver the message, the factors that
go into an effective plan and the media plan. The media plan understands the need the of the customer at a
granular level.

The Components of Media Planning

Prior to developing a plan, the media planner should fill in the blanks on components. The components
should be understood in attempting to make a media plan. The component checklist which is the foundation
for the pan should be considered.

Audience: Who is being targeted by the message, how is it serving them and why is it relevant to them?

Marketing budget: How much is available to be spent on delivering the message?

Conversion goals: What action should the message encourage the audience to take and how will it support
the strategy?

Definition of success: What key performance indicators should be tracked, how will they be measured and
reported, how do they support the strategy and what is the anticipated return on investment?

Message frequency: How often should the message be shared and how much is too much?

Message reach: How many people should receive the message, is the message platform scalable, where do
they live and how is reach measured? This depends on the platform used for delivering it. It is vital for
media planners to comprehend the uses, usefulness and nature of all available forms of media. The platform
preference can be very challenging. It is important that the brand knows the various channels and platforms
that the target audience members engage in. (Hollensen, 2015).

The forms of media used at Softlogic

Advertising and marketing content takes the form that conveys messages and achieves the best action on the
consumer’s part. Digital media is inclusive of all the assets found by a consumer on the internet.

In digital and traditional media, efforts to advertise the message could be categorized as owned media,
earned media, and paid media.

Recommendations to developing a media plan.

1. Selecting the relevant media channels according to the communication objective
Media planners are given a choice of channels. Traditional channels are radio, print advertisements and
television while digital channels are websites, online platforms, email, and social media. The selected
channel should be one that the target audience frequents, and should appeal to users based on socioeconomic
status, gender, age and other demographic segments. (Kotler, and Keller, 2006).

Communication objective
To make the potential customers aware of the products that are new and available at Softlogic showrooms.
(Hollensen, 2015).

Possible tools that can be used

Online tool

Digital publications: The company would email their data base through a personalized email or newsletter.
The company would personalize publication namely catalogs, update website making it easier to reach the
target audience. This is also effective in generating leads.

Social media: social media is used because it is cost effective. It enables the company to target customers
by interest, age, or marital status. The social media platform allows the company to connect personally with
the customer. It gives the brand a chance to go viral.

Web based marketing: A different web page will be open for different brand and different kinds of
appliances. Web based interaction is encouraged through chat room. (Online, 2011)

Offline tools

Radio: The radio adds to the local appeal. It is also easy medium to build frequency. It is a low-cost
medium.

TV: Has a high visual. Will show the benefit the product has to every day living. Most of the consumers do
watch television. Between soap operas and news would be the ideal moment to adversities the products of
Softlogic.

Newspaper: The news paper is a great way to ensure that the brand message gets across to the locals. The
marketers have the option of selecting the newspaper they want to advertise on further targeting those that
are interested.

Out of home: These are media such as billboards that draw attention. The message reaches many people. It
is also a mobile option to advertise on (Kotler, and Keller, 2006).
2. Determining the Relevant Timeline

The timeline of a media campaign is dependent on the product or service, audience, message, calendar of
events, and goals.

A project plan is required to determine the assets that are required to support the campaign. Every aspect of
the plan should be provided the correct amount of time to develop. Each shareholder’s role should be
considered and factored into deadlines that are associated with each stage, for which communication is the
key (Hollensen, 2015).

The company will run social media campaigns because it is the most cost-effective way of promoting
products. The content, blog and adds will run consistently to schedule over a period of 6 months. In addition,
there will be canvas adds on Facebook and the Instagram page, stories ads on Instagram and Snapchat and
conversational ads on Twitter. There will be two to three adds per week. There will be regular reinforcement
for the products to stay in the minds of the customer. Social media will use a high reach strategy. (Online,
2011)

There will be a web page designed for brand and product with encouragement for potential to query on the
product though a chat box. The web page will be up and running in three months from start of campaign and
will be updates as and when the products and brand changes.

The offline advertisements will be on TV and billboards. TV advertisements are the most expensive.
Softlogic has invested with Derana. The advertisements will be aired between news segments and Sinhala
dramas from 8 pm onwards. The TV commercials will be seasonal. The billboards are the next most
expensive media advertising. The billboards that are adorned with Softlogic advertisements will be in the
vicinity of Colombo, hence has geographical flexibility. The billboards will picture one brand for a period
of two months and therein there will be a change and another brand or product of Softlogic will be marketed.
This would occur throughout the year. The TV and billboards will use a high frequency strategy. Message
life is long and would have a seasonal influence. (Online, 2011)

3. Coordinating the Channel Mix with budget

According to online (2011); a media plan will rarely include a single channel. Most campaigns will
incorporate a minimum of two or more to make sure that as many individuals as possible are served the
content while organisations should ensure that the message is cohesive across every channel. Channels
could be complementary when used wisely.

Softlogic is planning to formulate expansion for their company and have utilized Rs.80,000,000 on its
marketing this year 2022 which is almost a 25% increase against their marketing expenses the previous year.
These are for the promotions that have been discussed above. The company will fix a budget of Rs.
150,000,000 to help them enhance their brand image to the consumer. Of the Rs 150 Mn. Rs 100 Mn will be
allocated for TV commercials, billboards, web-based advertising, and social media advertising. There will
be more emphasis on social media. (Ferrell and Hartline, 2012).

4. Leveraging Audience Targeting

This is the process to determine who shares the message, and the way to discover them. Most marketers
begin a process of targeting audience by developing fictionalized versions or buyer personas of people they
hope to reach. Once organization develops its targets, the company can better select the marketing platform
that would reach the audience that is intended. Personas are derived from data like profession, hobbies,
location, professional or personal goals, age, buying habits, socioeconomic status, gender, or geographic
location.

An important factor of customer persona development is determining the media platforms that are
frequented by real people represented by the persona. Services like Facebook, Twitter, LinkedIn, and
Google offer tools to the audience segment that break the demographic information of their users down
accurately to target users.

Hence, the target audience would be upper class segments, consumers who are concerned about their
lifestyles, look to buy product of high quality at reasonable prices and are concerned about safety and health
issues. Hence, the target market is mainly among the women. These women are between the ages of 25-50
years. Most are professionals or home makers. They are of the middle or upper classes. The average income
per month is proximately Rs150,000. They are reliant on these electronic appliances for convenience. They
are most on social media and their social media interaction is high(Online, 2011)

Women have been selected because of the attitude they share. They are influencers. Women rely on the
recommendation of others especially their friends and colleagues. The chats that these women have about
the product is a form of validation. Statics have indicated that there are more women on social media than
men. They are emotionally affected by the comments and testimonies that related to a purchase
(Bandyopadhyay, 2016)

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