Marketing Essentials 1

Marketing essentials
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Table of content:
Introduction......................................................................................................................................3
Task 1:.............................................................................................................................................3
Principle roles and responsibilities of various functions of marketing in relation with HEINZ.....3
How these marketing roles and responsibilities are related with wider organizational context......4
Analysis of various roles and responsibilities of marketing in context of marketing environment 5
Importance of interrelationships between marketing and other functional units of HEINZ...........5
Critically analyze and evaluate the key elements of marketing function and how they are
interrelated with other functional units............................................................................................6
Task 2:.............................................................................................................................................6
Compare the ways in which HEINZ and Nestle apply the marketing mix to the marketing
planning process to achieve the business objectives.......................................................................6
Task 3:.............................................................................................................................................8
Produce and evaluate a basic marketing plan for HEINZ...............................................................8
Considering the role as a marketing assistant, produce a detailed, coherent and evidence base
marketing plan for HEINZ...............................................................................................................8
As a marketing assistant, design a strategic marketing plan that tactically applies the use of 7 Ps
to achieve the overall marketing objectives for HEINZ..................................................................9
Conclusion.....................................................................................................................................10
References:....................................................................................................................................11
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Introduction
Marketing always plays a significant role that in turn develops a stringent relationship between
the organisation and the customers. Recently marketing has become too much important for all
large and small scale organizations that its importance cannot be ignored. One of the most
popular food processing companies, HEINZ, was developed almost 140 years ago and that time
thousands of food products manufactured on various plants of six continents.
Here in this newsletter, various roles and responsibilities of marketing function, comparison of
various ways applied in marketing mix to the marketing planning process in order to achieve
different business objectives and evaluation of various tactics have been described in brief.
Evidence based and coherent marketing plan has also been created for the UK base food
processing organisation, HEINZ.
Task 1:
Principle roles and responsibilities of various functions of marketing in relation with
HEINZ
Marketing always plays a vital role for the promotion of business and in order to achieve the
goals and objectives of an organisation. The duties of marketing department vary accordingly
with the companies. HEINZ is one of the most popular and well-reputed food processing
companies and it has various roles and responsibilities of marketing functions.
Marketing roles:
HEINZ marketing department always define and manage its branded food products, conduct
various campaigns specifically for the marketing initiatives, promote materials and produce
marketing through online contents development such as search engine optimizations, manage
and monitor the social media, produce some internal communications. These all are necessary
for promoting a good market and the business (Parente and Strausbaugh-Hutchinson, 2014).
Marketing responsibilities:
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Marketing department of HEINZ has several responsibilities to increase their market share,
generate the revenues to a large extent, and contribute to the profitability and growth of the
company. Senior member of the marketing department of HEINZ takes the responsibility, in
order to set various marketing strategies to meet the objectives and other requirements of the
company. According to Risselada et al. 2014, market research is another thing that needs to be
considered for marketing most popular food products in HEINZ. Other vital responsibilities of
marketing involve, product development, proper communication, sales support, organizing
various events to promote their products.
How these marketing roles and responsibilities are related with wider organizational
context
In order to promote their food products, HEINZ always try to conduct various market research. It
helps the organisation to reach their customers with ease. It helps the company to examine
several opportunities and target markets accordingly and make the customers understand how all
their products and services can be perceived (Pike and Page, 2014).
In order to reach the customers, HEINZ always tries to maintain and manage the social media by
providing lucrative description of their products. They need to see the posted updates that come
online. According to Smith, 2014, this company also conducts several marketing campaigns in
order to focus on the sales cycle. HEINZ creates several products that will only be used for
promotional purposes. It tries to keep those products all time up-to-date along with various
services.
By using the search engine optimization, HEINZ helps the people to take various informational
ideas regarding their food products such as, HEINZ tomato ketchup, soups, and sausages.
Customers can easily search for their favorite food products and view the details for buying. This
most reputed food manufacturing company always tries to maintain good internal
communication between employees. This is because marketing is sometimes responsible for
good communications, mainly between the employees in an industry through intranet or
newsletter.
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Analysis of various roles and responsibilities of marketing in context of marketing
environment
Marketing department of HEINZ is always responsible for choosing and managing the vendors
and agencies that produce and manufacture different marketing materials. They also provide a
good marketing support for promoting their business. These include PR specialists and agencies,
print vendors, agencies and also the Web providers. HEINZ tries to get closer with their clients
and customers mainly to find out their needs and requirements. Creation of surveys and
capturing sales related information helps this company to receive a good customer support.
In order to compete with other large industries, this is very much important to know the exact
position of the company regarding the overall competition and market. After taking proper
information, this will be easier for HEINZ to identify the mistakes and further avoid the same.
Figure: Marketing strategy
(Source: Parente and Strausbaugh-Hutchinson, 2014)
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This has been seen that there are lots of designers, journalists, publishers and consultants, who
contribute highly for promoting HEINZ products. As described by Kaynak and Herbig, 2014,
their works are aligned with goals and objectives of this company. HEINZ also looks for creating
the most innovative chili sauces, pickles, mayonnaise, salad creams, mustard, condiment sauces,
planters, pasta, barbecue sauces and many more delicious food items. It attracts the customers
more and increases the demands so that the marketing promotes widely in various places and
areas.
Importance of interrelationships between marketing and other functional units of HEINZ
There are several other units such as production, operational management, finance department,
Human Resource department. These all are interrelated with marketing. In HEINZ, the
marketing department always works closely with operation management and production
department. There is a close connection between those. Customers’ needs are met through
adequate market research. Good quality and designs should always be maintained to promote the
products to the customers. The volume orders that are generated by the marketing department,
met by HEINZ production unit within the given time schedule. Finance department, with all the
organizational brief, works closely with marketing department and focus on the cash flow,
market share, and cover costs.
Critically analyze and evaluate the key elements of marketing function and how they are
interrelated with other functional units
As a marketing assistant in HEINZ since the last few years, one thing that becomes clear, is, in
this food manufacturing company, marketing is always responsible for increasing the revenue
and maximizing the profitability. As described by Kaynak and Herbig, 2014, when HEINZ will
compete with other large organizations and deal more with corporate customers, joint decisions
will always be the best priority. According to Smith, 2014, in some other large and small scale
industries, they try to protect or save various market products, rather than to reach their
customers without any difficulties.
As stated by Cooper, 2014, for HEINZ, marketing is the best method to reach the customers,
create their loyalty and also develop the customer’s retention. However, on contrary to this,
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according to Sarstedt and Mooi, 2014, other large scale food processing industries just look for
carrying out campaigns, promotions time to time. These are their ways to attract more customers
within short span of time.
Task 2:
Compare the ways in which HEINZ and Nestle apply the marketing mix to the marketing
planning process to achieve the business objectives
According to Tai et al. 2014, HEINZ always try to convey one message to the customers that it
manufactures the highest quality products, mainly ketchup, by using the accurate research and
development activity. Thus their products are natural, healthy and also ecologically responsible.
As observed till-date, that HEINZ is one of the most well-reputed company that takes the
science-based, most innovative and hygienic approaches to develop and promote their products.
It also maintains the TQM (Total Quality Management) and implements this on their products
(Tai et al. 2014)
HEINZ and Nestle use 4Ps to the process of marketing plan in order to achieve various business
objectives. Here the comparison of food products between these two companies have been done,
Product: In many foreign countries like UK and Australia, HEINZ produce and market canned-
baked beans, Spaghetti, different ready-to eat soups, canned soup and condensed soups etc.
HEINZ ketchup is always available and more convenient for all income groups of people.
Tomato Chili Sauce, canned pastas, beans, baby foods, barbeque sauce, gravies, soups, vinegar,
mustard, tomato juice are some of the most popular food products sold throughout the world.
Whereas, Nestle also manufactured mainly the dairy based products and there are more than
8000 brands across the whole market. In order to meet the business objectives, Nestle
manufacture and sell flavored chocolates, dairy products, beverages, ready-to cooked foods such
as Pasta, Maggi, Maggi sauces and many more (Mullin et al. 2014).
Place: HEINZ, the most reputed food and Beverage Company, manufacture and sell their
products in various parts of the world on 6 continents. Netherlands, Indonesia, Australia, India,
China, Ontario, Florida, South California are the places where HEINZ products are sold at a
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huge rate. According to Pike and Page, 2014, revenues and sales of Nestle mainly comes from
various European countries. These consist 90 percent of total sales.
Figure: 4Ps of marketing mix
(Source: Yadav and Pavlou, 2014)
Price: HEINZ specifically adopts the policy of competitive pricing. They offer quality products
at an affordable cost. But the main motive is to meet the demands of the customers. Whereas,
Nestle also manufactures Maggi and one packet of Maggi costs only rs. 5. So, this is very much
convenient for the general people in many developing countries (Pike and Page, 2014).
Promotion: HEINZ conducts various promotional campaigns and uses various Research
strategies that have also been applied to promote their beverages based products across the
country. They use hoardings, pamphlets, posters, newspapers and magazines, to get the
maximum exposure. However, Nestle use the social and online media to promote their products.
According to Sarstedt and Mooi, 2014, various most popular brands of HEINZ, are not
illuminated and also the whole organization will not become lifeless without marketing. HEINZ
runs several advertisements to improve the sales performance and speed up the growth of their
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business. As described by Yadav and Pavlou, 2014 this food processing company provide
various event materials such as presentations, handouts and display for the promotion of their
products. However, as per Mullin et al. 2014, HEINZ used these materials a few years ago but
now these are not in use.
Task 3:
Produce and evaluate a basic marketing plan for HEINZ
Objectives of marketing (for HEINZ): For producing and evaluating the basic marketing plan, it
is very much necessary to know the basic objectives of the company. Here, as a marketing
assistant in HEINZ, this is not impossible to understand the marketing objectives. The main
objective is to meet the customer’s demand, to generate highest revenues, to enhance the market
share, to reach the international market within short spell. Innovators use various newest support
and ideas to promote their products with highest health benefits.
Target Markets: For the Tomato ketchup, the target markets involve the youngsters. The main
marketing target will be, to reach those customers by providing best components. For doing this,
manufacturers of HEINZ, are adding different attractive flavors to tomato ketchup and making
these more delicious in front of the customers.
7 Ps: For the tomato ketchup, 7Ps that is, Product, Place, Price, Promotion, People, Process and
physical Evidences are will be implemented by HEINZ.
Budget calculation: The budget of the product will be calculated on the basis of the quantity and
weight. Budget calculation will be necessary for selling the product to maximum number of
customers with gaining the largest profits.
Considering the role as a marketing assistant, produce a detailed, coherent and evidence
base marketing plan for HEINZ
Working in HEINZ, UK for the last 10 years, all the strategies of marketing function becomes
clearer. As described earlier, for making a proper marketing plan for HEINZ tomato ketchup, the
proper goals and objectives of the company should always be known.
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Understand the objectives:
The main goals and objectives of HEINZ is to meet the demands of the customers, earn the
highest profit, increase the market share, take full advantage of the position of HEINZ in the
competitive foodservice market. This most popular food product contributes 10% of the total
revenue of US food giant’s. As the tomato ketchup is one of the best places to start, marketing
plan can easily be developed for this product.
Target markets: For the consumption of tomato ketchup, the target markets involve the young
generation. In order to reach those customers, convince them by any means should be the first
priority. This can be done with promoting this product online, using social media. In the current
years, youngsters are very much prone to internet surfing rather than other traditional methods.
So, advertisements of HEINZ tomato ketchup on several most popular social media will be
required in large extent.
7Ps: implementation of 7Ps to meet the objectives and goals of the company will be done.
Budget calculation: Calculate the budget according to the weight and quantity of every packet is
necessary. If the quantity is greater, price will also be more and vise-versa. But HEINZ tomato
ketchup will be more convenient for the general customers.
As a marketing assistant, design a strategic marketing plan that tactically applies the use of
7 Ps to achieve the overall marketing objectives for HEINZ
Marketing mix acts as the best tool to determine the brands and products the company is
offering. As the marketing assistant of HEINZ, develop a marketing plan will be done with the
most popular beverage, Heinz tomato ketchup. For doing this, 7Ps of marketing implementation
is necessary to achieve the goals and objectives of my organisation.
Product: The consumers who are really interested to buy these tomato ketchups, the target
consumers. The HEINZ tomato ketchup should fit them properly. Every consumers need to get
the best product with highest nutritional value and quality with affordable costs. Therefore,
creation of a healthy product to meet the customer’s needs will be done.
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Place: Where the target consumers will be got, will be the best place for selling this product.
Mail order, Streets, via online shops, e-commerce are the very common options currently from
where selling of the products to the target consumers.
Price: creation of the good price should be done in such a way that can represent the best value
for money. This is because customers always need the best quality item for extremely low cost.
Figure: 7Ps of marketing mix
(Source: Risselada, et al. 2014)
Promotion: For promoting the HEINZ tomato ketchup, use of PR, Advertising, personal selling
methods, and many more sales promotion methods will be required. Help from social media and
other more reputed online websites to promote this food product can be applied.
People: Getting the right people is one best part of business and in order to reach the right people
for achieving the business objectives of HEINZ will be the first priority. Apart from this, to reach
the managing director, Sales stuffs and other employees of my organization are also necessary.
Processes: The service delivery is associated with what amount of money is paid by the
customers. Implement HEINZ tomato ketchup to the customers who will pay the correct value
for right quality will be done.
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Physical evidence: Several previous physical evidences regarding the marketing of HEINZ
tomato ketchup will be gathered. By observing the lacks and gaps in previous evidences, these
should be avoided in order to meet the objectives and goals of HEINZ within the given time
period. Rectification is always needed to cope with the current issues and problems that the
company faces.
Conclusion
This overall study has determined various roles and responsibilities of marketing functions that is
related with HEINZ, how these are related with different organizational aspects,
interrelationships between other functional units and marketing of HEINZ. Comparison of the
ways in which Nestle and HEINZ apply marketing mix with using 4Ps in order to achieve the
goals and objectives of the business have also been described here. As the marketing assistant of
HEINZ a marketing plan for the tomato ketchup has been prepared. The use of 7Ps of marketing
mix has been narrated and these are applied to prepare the marketing plan.
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