Marketing Essentials: Roles, Inter-Relation, Mix, and Plan
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This report discusses the roles and responsibilities of marketing function, inter-relation of marketing roles, and comparison between marketing mix and marketing plan. It explores the concept of marketing and its importance in decision making. The report also covers strategies used by enterpris...
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Table of Contents
INTRODUCTION ...............................................................................................................................3
PART A (COVERED IN PPT).............................................................................................................3
TASK 1 (COVERED in PPT)..............................................................................................................3
PART 2..................................................................................................................................................3
TASK 2.................................................................................................................................................3
P3 Explain marketing mix with comparison of two organisations ...........................................3
M3: Discuss several strategies used by enterprises to depicts how objectives have obtained ...5
TASK 3.................................................................................................................................................6
P4 Develop & evaluate a basic marketing plan .........................................................................6
M4: Examine detailed marketing plan .......................................................................................7
D2: Implement strategic marketing plan that tactically applies with use of 7 P'S......................7
CONCLUSION ...................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal: .....................................................................................................................10
INTRODUCTION ...............................................................................................................................3
PART A (COVERED IN PPT).............................................................................................................3
TASK 1 (COVERED in PPT)..............................................................................................................3
PART 2..................................................................................................................................................3
TASK 2.................................................................................................................................................3
P3 Explain marketing mix with comparison of two organisations ...........................................3
M3: Discuss several strategies used by enterprises to depicts how objectives have obtained ...5
TASK 3.................................................................................................................................................6
P4 Develop & evaluate a basic marketing plan .........................................................................6
M4: Examine detailed marketing plan .......................................................................................7
D2: Implement strategic marketing plan that tactically applies with use of 7 P'S......................7
CONCLUSION ...................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal: .....................................................................................................................10
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INTRODUCTION
Marketing essentials are important which are to be identified and used for business purpose
(Astrachan, 2019). With awareness of marketing essential, it is easy to make decisions about
marketing processes as well as procedures. Cadbury, a British multinational company located in
U.K. Company is viewed as second largest confectionery brand in world after Mars. It operates at
global scale and has wide range of competitors such as Hershey's Nestle, Kraft Foods etc. This
report comprises of roles and responsibilities of marketing function, inter-relation of marketing
roles, comparison between marketing mix and marketing plan.
PART A (COVERED IN PPT)
TASK 1 (COVERED in PPT)
PART 2
TASK 2
P3 Explain marketing mix with comparison of two organisations
Business includes wide range of processes and procedures, it is crucial to be aware about
concept of marketing so that decision making is being carried out in proper manner. Marketing mix
refers to set of actions or tactics which are used to promote or advertise a brand (Ashutosh, 2020).
It is essential to adopt this approach as it helps in achieving of competitive benefit easily. In
relation of Cadbury, they too use this marketing approach on the basis of which they are able to
execute their marketing activities in effective manner. Furthermore, it is too analysed that manager
of firm make assure that these processes are carried out with proper considerations. It comprises of
several components which are further explained as follows-
Components Cadbury Nestle
Product A product is defined as commodity or
thing which is meant for sale. In
relation of this organisation, they have
Nestle also has wide range of
products like beverages, Milk
Marketing essentials are important which are to be identified and used for business purpose
(Astrachan, 2019). With awareness of marketing essential, it is easy to make decisions about
marketing processes as well as procedures. Cadbury, a British multinational company located in
U.K. Company is viewed as second largest confectionery brand in world after Mars. It operates at
global scale and has wide range of competitors such as Hershey's Nestle, Kraft Foods etc. This
report comprises of roles and responsibilities of marketing function, inter-relation of marketing
roles, comparison between marketing mix and marketing plan.
PART A (COVERED IN PPT)
TASK 1 (COVERED in PPT)
PART 2
TASK 2
P3 Explain marketing mix with comparison of two organisations
Business includes wide range of processes and procedures, it is crucial to be aware about
concept of marketing so that decision making is being carried out in proper manner. Marketing mix
refers to set of actions or tactics which are used to promote or advertise a brand (Ashutosh, 2020).
It is essential to adopt this approach as it helps in achieving of competitive benefit easily. In
relation of Cadbury, they too use this marketing approach on the basis of which they are able to
execute their marketing activities in effective manner. Furthermore, it is too analysed that manager
of firm make assure that these processes are carried out with proper considerations. It comprises of
several components which are further explained as follows-
Components Cadbury Nestle
Product A product is defined as commodity or
thing which is meant for sale. In
relation of this organisation, they have
Nestle also has wide range of
products like beverages, Milk
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large number of products such as
Bourneville, Crunchie, Cadbury Dairy
Milk, etc.
and Milk Products, prepared
dishes & cooking ideas etc.
Price
Price refers to value which is being
set over a product. To carry out the
exchange process, it is crucial to
adopt pricing strategies. In relation of
selected organisation, there are
various pricing strategies which such
as skimming, psychological pricing,
etc. The chosen firm uses cost plus
prising strategy which to avoid
competition (Brychkov, 2017).
Nestle also uses pricing strategy
on basis of which they are able
to target customers in proper
manner. For example- chosen
entity uses price skimming
strategy.
Place A place refers to location from where
distribution is being done. Place play
important role so Cadbury is located
at global scale and has wide number
of suppliers, products at supermarket
stores, discounted stores, malls, small
shops etc. Customers can easily
access to their products.
In relevance of Nestle, they too
have wide number of
distribution chain networks and
suppliers through which they
are able to sell, products at lager
scale.
Promotion
It refers to way of advertising &
promoting a brand through using
different tools as well as techniques.
In relation of Cadbury, they uses
social media platforms such as
broadcasts, Facebook, You Tube for
promotion (Burgess, 2017).
In comparison with Nestle, they
also do promotion of their brand
at wider scale. They target
influencers, celebrities, to do
promotion of brand.
People People are those components in
which it includes those people who
encounters customers on daily basis.
In context of chosen entity, they have
people such as staff, gatekeepers,
In relation of Nestle, they too
have various kinds of people
such as sales person, marketing
people etc.
Bourneville, Crunchie, Cadbury Dairy
Milk, etc.
and Milk Products, prepared
dishes & cooking ideas etc.
Price
Price refers to value which is being
set over a product. To carry out the
exchange process, it is crucial to
adopt pricing strategies. In relation of
selected organisation, there are
various pricing strategies which such
as skimming, psychological pricing,
etc. The chosen firm uses cost plus
prising strategy which to avoid
competition (Brychkov, 2017).
Nestle also uses pricing strategy
on basis of which they are able
to target customers in proper
manner. For example- chosen
entity uses price skimming
strategy.
Place A place refers to location from where
distribution is being done. Place play
important role so Cadbury is located
at global scale and has wide number
of suppliers, products at supermarket
stores, discounted stores, malls, small
shops etc. Customers can easily
access to their products.
In relevance of Nestle, they too
have wide number of
distribution chain networks and
suppliers through which they
are able to sell, products at lager
scale.
Promotion
It refers to way of advertising &
promoting a brand through using
different tools as well as techniques.
In relation of Cadbury, they uses
social media platforms such as
broadcasts, Facebook, You Tube for
promotion (Burgess, 2017).
In comparison with Nestle, they
also do promotion of their brand
at wider scale. They target
influencers, celebrities, to do
promotion of brand.
People People are those components in
which it includes those people who
encounters customers on daily basis.
In context of chosen entity, they have
people such as staff, gatekeepers,
In relation of Nestle, they too
have various kinds of people
such as sales person, marketing
people etc.
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suppliers etc.
Physical evidence It is another component in which it
states that it depicts about physical
evidence of anything. In relevance of
selected entity, they too have physical
evidence of a brand such as display
of their products at every small and
large shops or stores, ads, etc. reflects
their physical evidence.
In reference of selected entity,
they too focus on physical
evidence of a brand. For
example- they have self-own
stores, products display
products etc.
Process It is last component in which it states
that states about how distribution is
being done within marketing
functions. In reference of selected
firm, they have well organised staff
who carry manage documents,
procedures in proper manner.
In this element of selected firm,
they have also managed their
process in appropriate manner.
So, above discussed matter it is seen that appropriate marketing mix is an important concept
which is to be understood with proper considerations. Also, it is analysed that it is time consuming
process which as it took time to gather reliable information. Thus, appropriate type of information
are gained so that effective results are achieved (Charter, 2017).
M3: Discuss several strategies used by enterprises to depicts how objectives have obtained
In marketing, it is crucial to be aware about tactics and strategies so that it is easy to
achieve goals within a time interval. In relevance of selected entity, they too uses different tactics
to achieve objectives such as accessing customer's needs through social media. Another tactic is to
gain consumer behaviour. With help of these tactics, it is easy to achieve business objectives in
effective manner. Through scanning of business environment, tactics are used with proper
considerations. These strategies are needed to be adopted in proper manner so that it is easy to
access to objectives with proper considerations.
Physical evidence It is another component in which it
states that it depicts about physical
evidence of anything. In relevance of
selected entity, they too have physical
evidence of a brand such as display
of their products at every small and
large shops or stores, ads, etc. reflects
their physical evidence.
In reference of selected entity,
they too focus on physical
evidence of a brand. For
example- they have self-own
stores, products display
products etc.
Process It is last component in which it states
that states about how distribution is
being done within marketing
functions. In reference of selected
firm, they have well organised staff
who carry manage documents,
procedures in proper manner.
In this element of selected firm,
they have also managed their
process in appropriate manner.
So, above discussed matter it is seen that appropriate marketing mix is an important concept
which is to be understood with proper considerations. Also, it is analysed that it is time consuming
process which as it took time to gather reliable information. Thus, appropriate type of information
are gained so that effective results are achieved (Charter, 2017).
M3: Discuss several strategies used by enterprises to depicts how objectives have obtained
In marketing, it is crucial to be aware about tactics and strategies so that it is easy to
achieve goals within a time interval. In relevance of selected entity, they too uses different tactics
to achieve objectives such as accessing customer's needs through social media. Another tactic is to
gain consumer behaviour. With help of these tactics, it is easy to achieve business objectives in
effective manner. Through scanning of business environment, tactics are used with proper
considerations. These strategies are needed to be adopted in proper manner so that it is easy to
access to objectives with proper considerations.
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TASK 3
P4 Develop & evaluate a basic marketing plan
In businesses, planning play important role as without it strategies cannot be implemented.
So, marketing plan is to be defined as set of actions or tactics which help in achieving of
objectives within period of time. It is important to be focused so that tactics are implemented
accordingly. In relevance of Cadbury, marketing plan is gives as follows-
Company overview- Cadbury is to be known as second largest confectionery company
headquartered in U.K. It was founded in 1824, by John Cadbury. It has number of subsidiaries such
as Green & Black's, SodaStream, etc. There are also various of competitors of firm such as Nestle,
Mars & many more. The entity deals in all over the world & has large supply chain network.
Vision & Mission- Main vision of firm is to working together to create brands people love.
Whereas mission of company is to fulfil promise and provide high quality of products to people.
Objective- Main objective of firm is to enhance & increase customer portfolio products
globally.
STP
It is an approach which is used by firm to achieve competitive benefit by segmenting
market, targetting audience and positioning of a brand. In context of chosen entity, they too use STP
approach which is described below-
Segmentation-
It is first element in which it focuses on segmenting of a brand into different variables.
There are various types of variables such as psycho graphic, demographic, etc. For example- The
selected firm segment their market on basis of demographic variables.
Targeting
It is an element of STP in which it states that targeting audience is also crucial in marketing
plan. So, targeting is done via scanning of business environment. In context of chosen company,
they target their audience of 15-45 age group people (Chernev, 2018).
Positioning-
It is last element in which it refers to developing of a goodwill of a brand within market.
Positioning has deep impact on entity's marketing plan as customers mostly purchases product of a
brand which has higher position in market.
SWOT Analysis
It is a kind of framework which is encountered by company to access to internal capabilities
so that strategies are implemented and goals are achieved. In relevance of selected entity, SWOT
analysis is explained below-
P4 Develop & evaluate a basic marketing plan
In businesses, planning play important role as without it strategies cannot be implemented.
So, marketing plan is to be defined as set of actions or tactics which help in achieving of
objectives within period of time. It is important to be focused so that tactics are implemented
accordingly. In relevance of Cadbury, marketing plan is gives as follows-
Company overview- Cadbury is to be known as second largest confectionery company
headquartered in U.K. It was founded in 1824, by John Cadbury. It has number of subsidiaries such
as Green & Black's, SodaStream, etc. There are also various of competitors of firm such as Nestle,
Mars & many more. The entity deals in all over the world & has large supply chain network.
Vision & Mission- Main vision of firm is to working together to create brands people love.
Whereas mission of company is to fulfil promise and provide high quality of products to people.
Objective- Main objective of firm is to enhance & increase customer portfolio products
globally.
STP
It is an approach which is used by firm to achieve competitive benefit by segmenting
market, targetting audience and positioning of a brand. In context of chosen entity, they too use STP
approach which is described below-
Segmentation-
It is first element in which it focuses on segmenting of a brand into different variables.
There are various types of variables such as psycho graphic, demographic, etc. For example- The
selected firm segment their market on basis of demographic variables.
Targeting
It is an element of STP in which it states that targeting audience is also crucial in marketing
plan. So, targeting is done via scanning of business environment. In context of chosen company,
they target their audience of 15-45 age group people (Chernev, 2018).
Positioning-
It is last element in which it refers to developing of a goodwill of a brand within market.
Positioning has deep impact on entity's marketing plan as customers mostly purchases product of a
brand which has higher position in market.
SWOT Analysis
It is a kind of framework which is encountered by company to access to internal capabilities
so that strategies are implemented and goals are achieved. In relevance of selected entity, SWOT
analysis is explained below-
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Strength
ï‚· Main strength of Cadbury is that it has
suppliers across the globe and it makes it
easy for them to access to customers &
resources (Cooper, 2020).
Weakness
ï‚· Main weakness of firm is that it mostly
deals in sugar products and people who
are heath conscious do not use these
products & in this current pandemic
situations people has been focused
towards health.
Opportunities
ï‚· The chosen firm has opportunity of
producing healthy products so that it is
easy to expand their portfolio.
Threat
ï‚· Further, they operate at global scale &
has large competitors such as Nestle,
Mars which can impact upon their
business operations and sales ratio
negatively.
In relevance of selected entity, they focuses on internal capabilities which help them to
manage and make effective decisions. With help of marketing plan, it is easy to carry out other
processes as well as procedures in effective manner. Furthermore, it is analysed that manager of
company make assure that planning is done within proper way.
M4: Examine detailed marketing plan
Marketing plan is important which is to be focused carried out in proper manner so that
organisations goals are achieved. This plan comprises of 7 P'S of marketing mix in which it
includes elements like product, price, place, promotion, physical evidence, people and process. It is
crucial to focus on this plan so that that decisions are further processed in effective way. Moreover,
it is too analysed that by carrying out marketing plan it is easy to use resources efficiently (Fill,
2019).
Manager of firm make assure that planning is done with proper consideration so that
problem or issue does not arise in near future.
D2: Implement strategic marketing plan that tactically applies with use of 7 P'S
Strategic marketing plan is essential which is needed to be carried out in systematic manner
so that overall objectives are achieved. Also, it is examined that by focusing on 7Ps of marketing
approach, it is easy for organisations to access to competitive advantage easily. Further, high skilled
knowledge and expertise is needed to carry out marketing plan appropriately. In relation of
ï‚· Main strength of Cadbury is that it has
suppliers across the globe and it makes it
easy for them to access to customers &
resources (Cooper, 2020).
Weakness
ï‚· Main weakness of firm is that it mostly
deals in sugar products and people who
are heath conscious do not use these
products & in this current pandemic
situations people has been focused
towards health.
Opportunities
ï‚· The chosen firm has opportunity of
producing healthy products so that it is
easy to expand their portfolio.
Threat
ï‚· Further, they operate at global scale &
has large competitors such as Nestle,
Mars which can impact upon their
business operations and sales ratio
negatively.
In relevance of selected entity, they focuses on internal capabilities which help them to
manage and make effective decisions. With help of marketing plan, it is easy to carry out other
processes as well as procedures in effective manner. Furthermore, it is analysed that manager of
company make assure that planning is done within proper way.
M4: Examine detailed marketing plan
Marketing plan is important which is to be focused carried out in proper manner so that
organisations goals are achieved. This plan comprises of 7 P'S of marketing mix in which it
includes elements like product, price, place, promotion, physical evidence, people and process. It is
crucial to focus on this plan so that that decisions are further processed in effective way. Moreover,
it is too analysed that by carrying out marketing plan it is easy to use resources efficiently (Fill,
2019).
Manager of firm make assure that planning is done with proper consideration so that
problem or issue does not arise in near future.
D2: Implement strategic marketing plan that tactically applies with use of 7 P'S
Strategic marketing plan is essential which is needed to be carried out in systematic manner
so that overall objectives are achieved. Also, it is examined that by focusing on 7Ps of marketing
approach, it is easy for organisations to access to competitive advantage easily. Further, high skilled
knowledge and expertise is needed to carry out marketing plan appropriately. In relation of
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Cadbury, their marketing department implement overall marketing plan properly & manage all
functions as well as operations systematically (Hanlon, 2019).
Thus, from above explained matter it is analysed that it is necessary for business to develop
marketing plan as without it, goals cannot be achieved within period of time. Moreover, it is crucial
for organisation to adopt strategic marketing plan so that positive outcomes are obtained.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 5000 5000 7000 7000 22000
Venture 6000 12000 11000 32000 13000
Total 11000 17000 18000 39000 35000
Promotion lay out
Advertising 5000 4000 4000 3500 3150
publicity 3000 2000 6000 2400 2100
Direct selling 4300 3000 5000 3200 4450
Total 12300 9000 15000 9100 9700
The above table shows the marketing plan of a proposed business. The marketing plan has
been prepared for 5th year (Kirkpatrick, 2018).
functions as well as operations systematically (Hanlon, 2019).
Thus, from above explained matter it is analysed that it is necessary for business to develop
marketing plan as without it, goals cannot be achieved within period of time. Moreover, it is crucial
for organisation to adopt strategic marketing plan so that positive outcomes are obtained.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 5000 5000 7000 7000 22000
Venture 6000 12000 11000 32000 13000
Total 11000 17000 18000 39000 35000
Promotion lay out
Advertising 5000 4000 4000 3500 3150
publicity 3000 2000 6000 2400 2100
Direct selling 4300 3000 5000 3200 4450
Total 12300 9000 15000 9100 9700
The above table shows the marketing plan of a proposed business. The marketing plan has
been prepared for 5th year (Kirkpatrick, 2018).
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CONCLUSION
After a brief analysis of above report, it is concluded that it is necessary to be aware about
these essentials of marketing so that everything is being done with proper considerations. So,
discussions have been made about roles & responsibilities of marketing function, inter-relation of
marketing, marketing mix and marketing plan has been discussed briefly. Thus, it has been
evaluated that it is crucial to be aware about concept of marketing so that it is easier to make
decisions in appropriate way. In this competitive market, it is necessary to use tactics & strategies in
order to achieve business objectives within time period. Furthermore, it is responsibility of manager
to assure that resources are used in most efficient manner. Marketing essentials boosts the
performance of organisation at higher scale.
After a brief analysis of above report, it is concluded that it is necessary to be aware about
these essentials of marketing so that everything is being done with proper considerations. So,
discussions have been made about roles & responsibilities of marketing function, inter-relation of
marketing, marketing mix and marketing plan has been discussed briefly. Thus, it has been
evaluated that it is crucial to be aware about concept of marketing so that it is easier to make
decisions in appropriate way. In this competitive market, it is necessary to use tactics & strategies in
order to achieve business objectives within time period. Furthermore, it is responsibility of manager
to assure that resources are used in most efficient manner. Marketing essentials boosts the
performance of organisation at higher scale.
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REFERENCES
Books & Journal:
Ashutosh, 2020. Strategic analysis using SWOT-AHP: A fibre cement sheet company
application. Journal of Management Development.
Astrachan, C.B., and et. al., 2019. Marketing and branding in family business: Assessing the
landscape and charting a path forward. Journal of Family Business Strategy. 10(1). pp.3-7.
Brychkov, 2017. Social marketing and systems science: past, present and future. Journal of Social
Marketing.
Burgess, 2017. A Practitioner's Guide to Account-based Marketing: Accelerating Growth in
Strategic Accounts. Kogan Page Publishers.
Charter, ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Chernev, 2018. Strategic marketing management. Cerebellum Press.
Cooper, 2020. Essentials of tourism. SAGE.
Fill, 2019. Marketing Communications: Touchpoints, Sharing and Disruption. Pearson UK.
Hanlon, 2019. Digital marketing: Strategic planning & integration. Sage.
Kirkpatrick, 2018. Sport business and marketing collaboration in higher education. Journal of
Hospitality, Leisure, Sport & Tourism Education. 22.pp.7-13.
Kotoua, 2017. Tourism destination marketing and information technology in Ghana. Journal of
destination marketing & management. 6(2). pp.127-135.
Laczniak, 2019. The role of normative marketing ethics. Journal of Business Research. 95. pp.401-
407.
Mansour, 2017. High-tech entrepreneurial content marketing for business model innovation. Journal
of Research in Interactive Marketing.
Books & Journal:
Ashutosh, 2020. Strategic analysis using SWOT-AHP: A fibre cement sheet company
application. Journal of Management Development.
Astrachan, C.B., and et. al., 2019. Marketing and branding in family business: Assessing the
landscape and charting a path forward. Journal of Family Business Strategy. 10(1). pp.3-7.
Brychkov, 2017. Social marketing and systems science: past, present and future. Journal of Social
Marketing.
Burgess, 2017. A Practitioner's Guide to Account-based Marketing: Accelerating Growth in
Strategic Accounts. Kogan Page Publishers.
Charter, ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Chernev, 2018. Strategic marketing management. Cerebellum Press.
Cooper, 2020. Essentials of tourism. SAGE.
Fill, 2019. Marketing Communications: Touchpoints, Sharing and Disruption. Pearson UK.
Hanlon, 2019. Digital marketing: Strategic planning & integration. Sage.
Kirkpatrick, 2018. Sport business and marketing collaboration in higher education. Journal of
Hospitality, Leisure, Sport & Tourism Education. 22.pp.7-13.
Kotoua, 2017. Tourism destination marketing and information technology in Ghana. Journal of
destination marketing & management. 6(2). pp.127-135.
Laczniak, 2019. The role of normative marketing ethics. Journal of Business Research. 95. pp.401-
407.
Mansour, 2017. High-tech entrepreneurial content marketing for business model innovation. Journal
of Research in Interactive Marketing.
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Mohezar, 2017. Malaysian Islamic medical tourism market: a SWOT analysis. Journal of Islamic
Marketing.
Sedej, 2019. The role of video marketing in the modern business environment: a view of top
management of SMEs. Journal for International Business and Entrepreneurship
Development.12(1). pp.37-48.
Wulandari, and et. al., 2020. Marketing Strategy in Increasing Ballroom Sales at New Kuta
Hotel. Journal of Business on Hospitality and Tourism.6(2). pp.27-39.
Marketing.
Sedej, 2019. The role of video marketing in the modern business environment: a view of top
management of SMEs. Journal for International Business and Entrepreneurship
Development.12(1). pp.37-48.
Wulandari, and et. al., 2020. Marketing Strategy in Increasing Ballroom Sales at New Kuta
Hotel. Journal of Business on Hospitality and Tourism.6(2). pp.27-39.
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