Individual - Marketing Plan (2000 words)
The Institute of Grocery Distribution defines ethical consumerism “as the practice of purchasing products and services produced in a way that minimises social and/or environmental damage, while avoiding products and services deemed to have a negative impact on society or the environment.” (http://www.igd.com/ accessed 2016).
On 2014, a special report on supermarkets ethical and environmental practice for 11 supermarkets reported that Asda is the least ethical, followed by Lidl and Morrison whilst the Co-op, Marks &Spencer and Ocado were the most ethical. The five categories used for rating the sales of the ethical products sold in the store are environment, animals, people, politics and product sustainability. (http://www.ethicalconsumer.org accessed 2016).
Students are required to develop a marketing plan for one of the organisations in the above scenario (one of the least ethical: Asda, Lidl, Morrison or one of the most ethical: Co-op, Marks & Spencer, Ocado).
The objective is to identify a new strategy to either maintain (if most ethical) or improve (if least ethical), the organisations ethical position and then prepares a marketing plan to support the new strategy.
The marketing plan should follow the following structure:
- Executive Summary
- Company Overview
- Current Marketing Situation Analysis
- Strategy & Segmentation, Targeting and Positioning (STP)
- Tactics & Action
- Conclusion / Recommendation
In order to communicate the new strategy that relates to the chosen organisations ethical vision, students are required to prepare: