Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Roles and responsibilities of marketing function...................................................................1
P2. Roles and responsibilities of marketing in context to other organisational context..............3
TASK 2............................................................................................................................................4
P3: Comparison of marketing mix in context to different organisation:.....................................4
TASK3.............................................................................................................................................7
P4: Basic marketing plan for nestle:............................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of activities which is undertakes in order to promote the buying
and selling of goods and services. It is the process of attracting customers so that they can buy
firms products and increase its profitability (Baker and Magnini, 2016). It includes advertising,
selling and delivering products and services to customers. It helps businesses in order to sell its
products and services and helps to accomplish its goals. Marketing works for generate customers
needs so that they can buy it and increase firms profitability. Marketing mix has 7 p's which
includes product, place, price, promotion, people, process and physical evidence. The company
which is selected for this report is “Nestle”. It is multinational food and drink based company
that was founded in 1866, headquarter situated in Vevey, Switzerland. This report covers topics
such as roles and responsibilities of marketing department, relation of marketing department with
other organisational department, comparison between organisations in context to marketing mix.
Apart from this it also covers topics such as basic marketing plan for the organisation.
TASK 1
P1.Roles and responsibilities of marketing function
Marketing is wider term that consist many activities such as sales, advertising and
promotion of product and services in market and influence the costumer to buy them (Blythe and
Martin, 2019). They pursue consumer to make purchase and helps in spreading the awareness
about goods and services and maintaining its positions in market. This is key reason for every
organisation to build the reputation and goodwill in market by effective marketing strategies in
competitive world. It has numerous of benefits and functions of marketing that every company
try to fulfil avail it at their level by formulating plan and policies. Following are the roles of
marketing function are-
Fulfil costumer requirement- Marketing is main role is to identify the needs and wants
of buyer and accordingly provide them and meet their demands. Marketers are thoroughly
examine in market and analyse what products or trend is prevailing and what are the ways
though they could fulfil the needs and demand of costumer (Bünte, 2018). They influence and
shape the desires and accordingly making strategies to satisfied them. Likewise, Nestle is famous
for its variety of products and they emphasise on meeting the requirement and be the first by
doing this.
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Ensure the organisational survival- As a business their main is to sustain in market for
log period of time and this could be achieve by increasing in sales and profit for company. So,
many firms were focuses on their marketing function as through this only they could achieve
desired goals (Charlesworth, 2020). In Nestle company is always concentrate in their
promotional and advertising strategies as they know the necessity of marketing in their company.
Enhancing market segment- Marketing contain various tools like advertising, sales,
promotion and event marketing that main aim is to promote their product more and more in
market. It facilitates the product to reach out more to costumer and increase its demand and
market which help the company in making profit. Nestle is making this type of strategies that
will help in reaching out to more market like in other countries and this could be possible
through its extensive marketing strategies. It is operating in many countries and targeting one
market segment and through promotion it targeted to other market as well.
Some of main responsibility of marketing function that every company is focusing on many
activities and some of the following are-
Helps in knowing trends- Marketing has many function and responsibilities that it plays
and one of it is analysing the trend in market and accordingly they formulate their strategies. For
every company evaluating the current trends is important to survive in this competitive world
and this is fulfil by marketing. Nestle is sustain in market for so long by examining current trend
and opportunities for it and grab it soon as possible.
Ensure brand values- In this it concern with spreading proper brand image and values in
market of company and maintaining the position of organisation. Marketing department
responsible for creating positive and negative reputation of any brand as this communicates what
brand need to tell to it costumer (Chinn, 2017). Nestle always knows what and how to market its
brand name in market and ensure that every marketing activity is properly advertised and
promoted and success in deliver its message to its costumer.
Support other department- Marketing helps other department as well by delivering
information to one other. As marketer closely knows what is happening in market and what will
going to happen, through analysing the market carefully. In Nestle, the company facilitates in
providing the necessary information about company and that helps the other department to
perform their activities and function. Like in Finance, if they are planning for budget or any
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investment, this help them in making it as marketer will communicate them about current
situation in market.
P2. Roles and responsibilities of marketing in context to other organisational context
Responsibilities of marketing with production department- Production department is
concern with all the producing the product on time and with all safety measures and requirement.
Marketing has the responsibility of providing adequate research of product and idea of how is to
made in appropriate manner (Cooper, 2020). Marketing department helps the production
department in designing and packaging of product through proper research done by markets who
were already know about what kind of product is prevailing in the market. In Nestle marketing
department is helping the production department where it facilitates them in deciding what kind
of product need to be produce and what need to be serve in market. So, it gives great help to
them in deciding product designing and producing the best product which provide great help to
organisation.
Responsibilities of marketing with finance department- Finance department deals in
managing the inflow and outflow of capital and regulating the proper investment in company.
Marketing department provide important facts and information about market and tells them how
much capital required in business and what are necessary step needed to formulated. Before
making budget finance department consult with marketing department and together decide the
allocation of budget as per marketing strategies that need to be carry out (Eng, 2017). In Nestle
company the relationship between these two department is interlinked with each other. If, there is
no cooperation and communication in these department than it will create unbalance in
organisation. During formulating strategies and plans for marketing as they required huge
amount, so for these funds and capital they need to interact with finance department. Large
organisation required huge amount of capital to invest in their advertisement, promotion in
various countries, so they need to communicate with finance department on daily basis to ensure
proper functioning in organisation.
Responsibilities of marketing with HR Department- HR concern with maintaining
human resources in organisation and retain them for longer period in organisation (Gupta and
Nair, 2020). Marketing relation with HR department is important to keep the people aware about
the company and building good image in eyes of employees in order to make them engage in
company. Marketing helps the people to get into company and help in building the trust in them
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for the company. They get to know about the firms strategies and plan and accordingly compare
with other companies. It help the company to target competent employees and who are interested
to do work in their organisation. In Nestle, it help the company in attracting the employees to get
into company and will facilitated the HR in direct them and to retain them for longer period as
workers already know most of thing about company.
Responsibilities of marketing with sales department- These two department almost
work together and each one can not work without each other. Selling is also comes in marketing
function and has play important role in organisation. Marketing making plan and organise the
whole activities and function that how things need to be done and formulate strategies and plan
and that work is carried out by sales department. Marketing and sales are both important and
necessary in their places because marketing department examine the market properly and
identified its target costumer and making advertisement campaign and promotional activities.
Sales employees goes and work on ground level and directly interact with costumer and
influence them to buy the product. Marketing department works as a guide to them and tell what
they require to do in practical. In the context of Nestle, sales and marketing are also dependent
on each other as marketing department do its work by designing the whole advertisement,
promotional events of product and sales people are delivering their message to their potential
costumer. Company has done amazing work in coordinating both the activities and very well and
manage them by proper communication between both department.
TASK 2
P3: Comparison of marketing mix in context to different organisation:
Basic Nestle Cadbury
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Product Product in marketing mix includes
elements such as quality, size, image,
branding, features etc. which organisations
produce its goods and services with
different product lines. In context to
Nestle, it provides wide range of product
line. It provides variety with better quality
of products to its customers. The best
brands of Nestle are Maggie, Nescafe, Kit
Kat, Nestea etc.
Cadbury has bundle of products with its.
Some chocolate business it includes
dairy milk, bornville, five star, perk,
eclairs. In biscuits it includes Oreo as a
premium. In beverages segment it
includes bournvita which is leaders in
milk additives. This company bournvita
and dairy milk that holds 60.65% in the
chocolate industry.
Place Place is refers that platform from where
firms communicate customers about its
goods and services. It also includes
production stage to final delivery of
product to customers (Ivanov, 2019).
Nestle has been sales its products into
supermarkets and hyper markets. It has
been managing its own sales network
across the world. It places its products in
canteens, retail shops, chocolate segment
etc.
Distribution of Cadbury products are
brilliant and widespread. It provides its
products rural and urban areas. Supply
chain its company >C&F agent >
Distributors > retailers > consumers. It
sales its products retailers, wholesalers
and supermarkets.
Price Price refers to pricing strategies in which
company provides its products and
services to customers. The cost of Nestle's
products is depends on each single units.
For example Maggie and Nescafe are the
leaders in the industry with higher gross
profits for the company this is because of
its good quality of products. Firm uses
skimming pricing strategy. In this it uses
It uses high price strategy because of its
high quality. Products like perk, five star,
eclairs it provides at lower piece. It
covers whole market as middle class
higher class. It uses skimming pricing
strategy.
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higher prices for the products in starting
than lower prices strategy.
Promoti
on
It considers marketing of products through
promotion mix such as communication,
personal selling and direct marketing of
goods and service (Nirschl and Steinberg,
2018). One of the best advertising
campaign of the Nescafe brought brand
strongly in the market. As Kit-Kat focues
on “Take a break”. Kit-Kats websites are
very innovative and shows visitors to take
a break and have a kit kat. Nestle regularly
uses TVs and ATL marketing and it also
present on online mode with some smart
creative.
Promotional tools it uses digital media
and social media for its marketing with
the tag line celebrations to their loved
ones. The promotions of its each product
is different. The positioning of its
celebrations is for gifts.
People People refers to persons who will buying
the products and whom company is
targeted. Nestle has been recruiting
various employees. Employees in the
organisation used to support its growth
strategy of particular products.
It has wider range of employees with its
as it has large product line. The people
includes in its marketing channel is
manufacturer, agent, whole-seller,
retailers, customers etc.
Process Process involves product related activity
which firm has to sale, activities includes
from starting to delivering products to
customers (Zadnipranna, 2017). The
company has better manufacturing process
by using latest technology. It provides
better services to its customers.
It provides its products manufacturer to
customers. Cadbury uses whole-sellers,
retailers, juice centres for selling its
products. Supply chain its company
>C&F agent > Distributors > retailers >
consumers.
Physical
Evidenc
Physical evidence includes packaging and
promotional elements of firms products
Firm has packaging of its name and logo
for it. For selling its products it provides
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e and services. Nestle has been creating a
better evidence connectivity with its logo
and connecting with various coffee corners
by vending machines.
its cans and fridges to every retailer.
TASK3
P4: Basic marketing plan for nestle:
Marketing plan refers to details about strategies for attracting customers in order to buy
and sell firms products. Marketing plan is the pre estimation of promotional strategies use for
monitor and control the activities of the marketing (Perreault, 2018). It helps managers to control
marketing activities of the firm. In this marketing plan, Nestle is going to introducing new
product such as its organic chocolates. For this company makes proper planning so that it can
sale it into new market and attract clients and helps in increasing profitability.
Overview of the firm: Nestle is the multinational company based on food and beverages.
Company is located in UK, it is known as second largest company across the world for its coffee.
Firm sales its organic chocolate across its all outlets, supermarkets, whole-sellers, convenience
shops, retailers etc.
Mission: The firm wants to provide its products for taste, better health at a lower price
and attract customers towards it.
Vision: The company wants to become global leader for its organic chocolates so that it
can increase its sales and achieve more profitability.
Smart objectives: From its marketing plan company wants to expand its revenues by
30% in future years. In this specific amount of modification and alteration is induced through
which long term sustainability will be attained with adequateness under which ability to achieve
standardised outcome is progressed with perfection.
 To increase the sales with 30% in the upcoming 7 months.
 To enhance the profit ratio by 10 % in the upcoming 1 year.
Swot Analysis: It refers to strength and weakness of that company that helps in identify
in internal and external competitive advantages of company.
Strengths Weakness
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 Existing brand image it has that
provides benefits to its new organic
chocolate business.
 Nestle is the most famous brand in the
world.
 Its high prices for its products.
 Organic chocolates considers high price
raw material.
Opportunities Threats
 Its clear and accurate labelling gives its
opportunity to increase in sales.
 Organic chocolates product helps it to
increase its brand.
 Lack of taste.
 Increase competition in the chocolate
markets.
PEST analysis: It is an analysis through which macro environment factor get analysed
which is beneficial for the business under which long term sustainability is attained in timely
frame.
Political Nestle has performed its operations within 190 countries through which
different working conditions are considered as with this rate of production and
its operations is regulated with perfection. For instance, due to Brexit it induces
certain level of threat to the livelihood of business as with this profit credibility
also get affected.
Economic The forensic exchange is an aspect through which Nestle faces different issues
that aid to lead in profit loss which is dependent on imported and export of
goods and services.
Social The attitude, behaviour of customers gets changes on repetitive basis that
affects the working conditions of Nestle. As people become more aware and
conscious about obsession and healthy eating and as per concern of this less
sugar and lower calories food is preferred that induce negative impact on
business working.
Technological In this Nestle spend more amount towards research and development through
which make adequate analysis about social media, digital survey, discount,
email marketing and many other prospect as well. In this production
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capabilities is advanced in favourable manner that process reduction on
production time period.
Marketing mix: It refers to elements that impact the business of organisation and maintain the
efficiency and effectiveness of company that helps in producing the profit for company. They are
important part of company that need to be consider by every organisation.
Product: The product which is company undertakes for this marketing plan is organic
chocolates (Uncles, 2018). It sells the products that suits local people and the taste and
preference of the people.
Place: Place company sales its products in supermarkets, whole-sellers, retailers etc. it
will provide its products on offline and online modes.
Price: pricing strategy, It provided the price which is easily affordable by the people.
Pricing strategy used by it is skimming price strategy.
Promotion: The marketing expense of Nestle is much lower as compared to the other
brands the most of the marketing of Nestle takes place by Word Of Mouth and the loyalty is
high. Nestle used social media for its publicity.
STP Strategy
Segmentation: market segment for its organic product helps its to design marketing plan.
Nestle considers demographic segment which includes age, gender, culture etc.
Targeting: It helps in targeting the market for buy its products, for this organic
chocolates company targeting old and young age people.
Positioning: It helps in attracting customers by creating brand image in their mind so that
they can buy its products and helps in increase its sales as well as profitability.
Budget for its market plan:
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial Capital 9000 10000 8500 10000 12000
Investment 11000 12000 13500 13500 15000
Total 20000 22000 22000 23500 27000
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Marketing
outlay
Promotion 8000 9500 10000 10500 11000
Sales Publicity 5000 5500 6500 7000 8000
Total 13000 15000 16500 17500 19000
Monitor and controlling:
After all these marketing activities, the company monitors all its activities that these are going
according to plan and compare with planned activities (Zadnipranna, 2017). If there is difference
marketing team takes corrective actions for its marketing in order to accomplish its objectives.
The company use KPI, benchmarking technique for monitoring its performance. Company views
its competitors strategies which its apply for better performance which helps for higher
profitability for the businesses.
 KPI technique is used for monitor company's expenses, income, profits. From this
marketing plan it has been evaluated that company using these techniques for its better
performance for the goods, services. Company use market segmentation, targeting,
positioning, marketing mix, values etc. for its better marketing plan, it makes budgets for
views its expenses, income for activities.
 Benchmarking technique: It is a technique that is used by the business to advance its
own working practice as with this similarities basis are compared that aid the Nestle to
operate effective functions. It helps the business to induce better performance under
which rate of profitability and productivity is increases in regular mode.
CONCLUSION
From the above report it is concluded that Marketing is wider term and it contain many
activities and function that promote the goods and services. It influence the buyer to purchase
and spread the features of product in market in order to gain costumer attention so that it increase
the profit of organisation. In this report it has been studied about roles and responsibilities of
marketing function and with other department also such as Finance, HR, Production and Sales is
being studied. Apart from marketing mix of given company has evaluated with the comparison
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of other organisation and the way it impact on their business is identified. Marketing plan has
been prepared for company to examine its overall mission and vision of organisation.
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REFERENCES
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