Marketing Essentials

This report explores the roles and responsibilities of marketing in organizations, compares marketing elements of different companies, and provides a marketing plan for Colgate. It discusses the marketing mix, tactics for achieving organizational objectives, and the development and evaluation of a marketing plan. The report also includes an overview of Colgate, a situation analysis, objectives, STP analysis, and an action plan.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
COVERED IN PPT.....................................................................................................................1
TASK 2............................................................................................................................................1
PART A ..........................................................................................................................................1
Compare marketing elements of two different organisations for attaining organisational
objectives.....................................................................................................................................1
Different tactics for achieving organisational objectives ...........................................................3
PART B............................................................................................................................................3
Produce and evaluate marketing plan for organisation...............................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to a process of promoting and selling the goods and services within
marketplace that can attracts the number of customers. This report is based on Colgate-
Palmolive company that is one of the consumer product organisation headquartered in New York
City. It involves the roles and responsibilities of marketing and marketing function in
organisational and marketing environment so that they highly attracts number of customers.
Further the interrelationship in different functional department also includes that helps in smooth
functioning of task. This project includes the several elements of marketing mix and tactics that
helps in gaining targets. At last it build marketing plan for launching a new product for achieving
customer market(Baker and Magnini, 2016) .
TASK 1
COVERED IN PPT
TASK 2
PART A
Compare marketing elements of two different organisations for attaining organisational
objectives
Marketing mix refers to an effective tool that helps in attracting the large base of
customers by using several tactics. IT can attracts the buyers attention in appropriate way. In
terms of Colgate manager can use the marketing elements tools for comparing with other
competitive firm so that developing effective strategies gain high profits(Baker and Saren, 2016)
. It can be shown below:
Basis Colgate Pepsodent
Product The product of the Colgate
included toothpaste, tooth
powder, mouthwash,
toothbrushes etc. as they also
also the 13 varities in their
toothpaste according to each
Pepsodent is a leading
company who mainly deals in
the oral care products that are
tooth brush, tooth paste. In this
they involves dental creams
that are experts protection,
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section group such as children,
adults etc. their product
contains fluoride content that
helps in saving the teeth from
bacteria.
clove and salt, supersalt,
whitening etc. their toothpaste
are available in powder, gel
and cream formats for the
customers.
Price The prices of the Colgate is
higher than other rivalry firms.
This is because of high
perception of customers
related to Colgate products.
There prices can be vary
according to sachets to attracts
customers.
The pricing strategy of
pepsodent can based on urban
segments who do not involve
their mind in quality. Their
generally adopts the
competitive based pricing.
Place This company can adopts the
several distribution channel. It
can be easily available in
online by using e-commerce
apps and offline market like
superstores, retail stores
grocery stores etc.
They can sold their products
mainly in retail outlets but also
focus on e-commerce websites
that is Amazon etc. this helps
the customers to conveniently
get the products(Blythe and
Martin, 2019) (Chernev, 2018)
.
Promotion They generally focus on the
television advertisement and
also involves the social media
apps like Facebook, twitter etc.
all this helps in gaining high
profit margin by attracting the
large base of customers.
Pepsodent can advertise their
products by using magazines,
televisions and social media so
that they can create strong
connection with customers and
attracts number of users
towards the products.
People The company involves the
38500 employees who are
Pepsodent can provide the
training to their employees so
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working for achieving the task.
In this firm will provide the
training session to their staff
members so they effectively
grab the customer
attention(Cooper, 2020) .
that they can effectiovely
resarch the marjket about the
requirements of customers so
that they can enjoy that
products in efficient way.
Process Colgate can focus on number
of processes that can enhnace
the customer base in which
they includes the process of
handling customer complaints,
processes of identifying the
needs of customers, process
related to order handling etc.
Pepsodent use the online and
offline process to handle their
customer issues so that they
are loyal towards the firm and
helps in maximising the
profits.
Physical evidence Within this element Colgate
packaging is one of the best
physical evidence who attracts
the customers attentions within
the number of goods.
The company effective
physical evidence is there
packaging and logo which
effectively attracts large base
of customers(Chernev, 2019) .
Different tactics for achieving organisational objectives
Tactics refers to that strategy which attains the company short terms goals in set period of
time. For achieving tactics Colgate can adopts STP and 4 Ps. In this STP involves segmentation
which helps firm to differentiate market for developing strategies so that high growth and
success can be faced. IN this Colgate focus on mass marketing for targeting large audience by
fulfilling the needs of users. In positioning Colgate involves some activities for increasing their
market position. In this 4 Ps includes product, price, place promotion that can be explained above
helps in attaining the goals of the business in an effective and efficient way(Gupta and Nair,
2020).
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PART B
Produce and evaluate marketing plan for organisation
Marketing plan refers to a blueprint that helps in analysing the marketing strategies so
that sales and demand can be forecasted effectively. In this manager of Colgate can develops the
marketing plan that can provides the detail about the goods and services so that business may
attracts the large base of customers and get higher success in market share(Hanlon, 2019) . Te
plan can be discussed below:
Overview of company
Colgate is one of the largest multinational company headquarters on New York, USA. It
deals in production, provision, household, health care, personal care and many more. The
products includes are toothpaste, toothbrush, mouthwash etc. in this the manager of company can
enhance their market position for this they need to manufactures their hand sanitizer by analysing
the current situation of the world. This helps in gaining high market share.
Situation analysis
Strength Weaknesses
The best strength is their strong financial
position that helps in expanding their business
and gain high profits. They also have best
supply chain that would assist in gaining
competitive marketing.
The major weakness of Colgate is that their
most of the outlets are rent basis due to which
their operating cost will hamper(Harrison,
2016) .
Opportunities Threats
The main opportunity for Colgate is to expand
the product line so that more profits can be
attained.
Due to high competition in market such as
Pepsodent etc. affect the brand image of
company.
Objectives
The main objectives of Colgate is to enhance the market share by 10% with the launch of
their hand sanitizer 'Germ free hands”. For achieving the high profits they need enhance their
sales and this target can be achieved by 6 months effectively and efficiently.
STP
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 Segmentation- In this Colgate can target the all segments groups such as all age groups,
status, occupation etc. especially who are focus on hygiene.
 Targeting- They can targets mainly the hygiene conscious people so that large profits
can be gained by the company(Nirschl and Steinberg, 2018) .
 Positioning- In position the brand Colgate can launched the digital tool where they can
analyse the customers reviews so that company can focus on gaining high reputation in
market.
Tactics
Product Colgate deals in number of products like tooth brush, tooth paste,
mouthwash etc. and also introduce their hand sanitizer for gaining high
profits.
Price The price of their new launching is moderate so that everyone can afford
this. It helps in attracting large base of customers.
Place Colgate can deals in all over the world where they can sell their product to
customers. In this they use online and offline medium also(Perreault,
2018).
Promotion For promoting they majorly use the Television advertising where large
number of customer attracted in all over the world.
Process IN process they could adopts the customer handling process where they
can resolve the issues of people that will enhance brand image.
People Manager of Colgate organise the training session for their employees so
that they can interact with customers effectively and efficiently.
Physical evidence In this they brand and packaging attracts the people attention from many
other products. This will gain high base of customers.
Action plan
To implement their launching successfully Colgate can develops the budget so that
wastage can be removed effectively. The budget can be shown below:
Particulars Amount (€)
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Marketing 100000
Workforce 200000
Equipment 100000
Raw materials 100000
Controlling and monitoring
After developing the plan it is very essential for manager of Colgate to control and
monitor the several activities so that profits earning cannot be affected. For this they can use the
key performance indicator tool and sales analysation tool in which they can examine the
employees performance so that task can be achieved on time and also analyse the sales by
comparing the actual and target so that changes can be done if goal can not be achieved
successfully(Piñeiro-Otero, and Martínez-Rolán, 2016).
CONCLUSION
To the above explained report it is concluded that roles and responsibilities of marketing
function helps in effective working within the company. It inculcates the comparison between
several marketing mix elements that helps in making the tactics for achieving the goals. Further
it evaluate the basic marketing plan for assisting the company so that they can sustain for longer
time within the industry.
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REFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chernev, A., 2019. Strategic Marketing Management-The Framework. Cerebellum Press.
Cooper, C., 2020. Essentials of tourism. SAGE Publications Limited.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Harrison, J.P. and Association of University Programs in Health Administration, 2016.
Essentials of strategic planning in healthcare (Vol. 1). Chicago, IL: Health
Administration Press.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
Wiesbaden.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
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