Marketing Essentials

This article discusses the marketing concept, current and future trends, roles and responsibilities of a marketing manager, and how marketing influences other functional departments of a company. It also includes a comparison of marketing mix strategies of Lucozade and Red Bull.

Marketing Essentials

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Introduction to marketing concept along with current and future trends....................................1
Overview of marketing process...................................................................................................2
Roles and responsibilities of an organisational marketing manager...........................................3
Analysis of the ways marketing influences as well as interrelated with other functional
department of company...............................................................................................................4
Analysing values and importance of marketing role in a company.............................................5
PART 2............................................................................................................................................6
SECTION A.....................................................................................................................................6
Comparison ways wherein different organisations apply marketing mix to marketing planning
process for attaining business objectives.....................................................................................6
SECTION B.....................................................................................................................................9
Producing and evaluating basic marketing plan for the company...............................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an organisational action or activity or department that aims to attract target
audience to goods and services via using high quality messaging. Key purpose of marketing is to
deliver standalone values to consumers along with prospects with the help of suitable content to
demonstrate product value, increase sales and strengthen brand loyalty (Yiliang, Chelliah and
Teoh, 2021). It pertains all business aspects ranging from product idea, designing, development,
method of distribution, sales and advertising. Some of marketing division are advertising,
community involvement, customer services, distribution, media planning, product pricing, public
relations and impression management. For the assessment, Lucozade is considered organisation
which is UK based soft drink manufacturer. It works with the mission to quench thirst of the
globe with most amazing flavours through life enhancing together with exciting drinks. Its vision
is to revolutionise the world of soft drinks.
The project is prepared in two parts wherein Part one includes discussion about roles and
responsibilities of marketing function and its interrelation with other business functional areas.
While, Part Two includes comparison of two companies in the manner they apply 7Ps of
marketing mix. It also includes a marketing plan for achieving objectives and goals of marketing
function of a company.
PART 1
Introduction to marketing concept along with current and future trends
Concept of marketing is a business function to satisfy requirements and desired of
customers, beating competition, increasing sales addition to maximising profit. In Lucozade,
marketing is a department that designs strategies and implement them for building profitable
relations with prospects and potentials. In other words, it is a division who analyses needs of
customers and further devise as well as execute decisions for need satisfaction in better ways
than competitors (CHAMIDAH, GUNTORO and SULASTRI, 2020). Some current trends of
marketing on the basis of which marketing executive of Lucozade performs activities are as
follows:
Social media stories: Stories posted by companies and customers on social media
platform is current marketing trend. Originating on Snapchat as well as further fastly spreading
to other social media platforms, stories feature videos and photos which are displayed for short
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time period. In case with Lucozade, stories give great opportunities to cash in on fear of users of
mission out. When marketing manager of the entity uses stories for sharing information about
sale of drinks, they compel to more audience for taking advantage of the sale and purchase
offerings.
Browser push notifications: There are times when user visits organisational sites and
even leaves without making purchase. In such cases, marketing executive of Lucozade can
provide customers or users with final request of interaction so to draw them back with company.
As user moves cursor up towards click away site, marketing executive arranges to trigger a box
which appears with various offers which results in providing organisation with wider number of
leads (Gupta, Dawar and Goyal, 2018).
Other then current trends related to marketing, there are some future trends that can be
focused by marketing executive of Lucozade that are as follows:
Interactive content: Organisational marketers are finding new aspects for keeping users
interested with company through interactive content. In Lucozade, marketing executive can use
approaches including shoppable posts, online quizzes, etc that will be seen through E-Commerce
platform and websites. Through creating interactive content which suits brand identity and ethos
will be useful in this.
Artificial intelligence growth: In marketing, artificial intelligence growth is upcoming
trend. Within Lucozade, marketers are planning to discover new technologies for handling
customer service and using artificial intelligence for obtaining quick information in in-depth
manner.
Overview of marketing process
Marketing process is string of actions and reactions that are performed by an organisation
to satisfy customer wants (Payne, Frow and Eggert, 2017). Within Lucozade, marketing process
create customer values along with build healthy customer relations for capturing leads in return.
Marketing process followed by marketers of Lucozade is below:
Understanding marketplace and needs of customer: It is the first stage in which
marketers of Lucozade undertake attempts for understanding about demands and preferences of
target audiences for devising need satisfying marketing offerings as well as vale laden relations
with customers.
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Designing marketing strategy: In Lucozade, marketers design strategy to promote the
brand by defining customers to serve and making decision for serving customers in best possible
ways.
Constructing plan to deliver superior values: Herein, marketing executive of Lucozade
uses marketing mix for transforming marketing strategy into actions that deliver great values to
prospects.
Building profitable relationships: At this stage, marketers of Lucozade build and
maintain relationship with customers that gives profitable returns in form of high customer
equity and total combines lifetime values.
Capturing customer values: In relevance to Lucozade, ultimate goal of marketers is to
produce high valued customer equity. For this, marketers work closely with other organisational
department and partners outside the venture.
Roles and responsibilities of an organisational marketing manager
Roles of marketing function in Lucozade is as follows:
 Producing material: Marketing and promotional materials are devised for making
business standing with unique position than competitors and achieving success in
engaging target audience (Nematovna and Murodovna, 2021). In relevance to Lucozade,
marketing function have role to produce or create effective promotional materials which
describe together with promote core products, services and brand in competitive market.
 Marketing information management: In a company, strategic marketing is driven by
information or data. Each marketer of Lucozade have role to father information related to
target customers, market trends addition to industry competitors in order to make
organisational efforts successful. It is role of marketing function to collect valuable data
and manage it properly by distilling it to actions and sharing with other departments
 Physical distribution: It is role of marketing function to set suitable channel to distribute
physical goods of a company (Sharma, Ahuja and Alavi, 2018). In Lucozade, marketing
function takes important decision about selecting channel of distribution, managing level
of inventory, warehousing, storage and transportation.
 Pricing: When marketers have information about ways to conduct market research, it is
one of role of marketing function to analyse costs so to devise pricing strategy for a
particular product. It is important to make sure that businesses are not losing any profits
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through selling too low. At same time, marketing function have role to look that they do
not overcharge and not see any type of returns as customers look a cheaper alternative.
Responsibilities of marketing function within Lucozade are underneath:
 Tracking trends along with monitor competition: It is essential for the company to have
knowledge about position regards to market, industry and competition (Huang, Sun and
Law, 2021). It is responsibility of marketing function of Lucozade to watch competition
in order to learn best which company is performing and identify mistakes for avoiding
falling in market and industry.
 Listening customer needs: For establishing strategy, organisations are required to get
closer to clients and customers for listening then so to find out their desires and wants. in
Lucozade, its marketing function responsibility to plan necessary means so to receive
feedbacks from customer through internal or outside channels.
Analysis of the ways marketing influences as well as interrelated with other functional
department of company
Marketing function or department assist other functional areas of company to identify and
source potential products in successful ways for marketplace in which they operate along with
promote through differentiating similar goods (Palmatier, Kumar and Harmeling, 2017). In
Lucozade, human resource manager work with divisional structure wherein different
departments is formed and interrelated with one other so to work with collaboration and
integration. Some roles and responsibilities of marketing function of Lucozade that interrelated
to other functional or department are as mentioned:
Marketing function and finance function: In a company, finance function have role to
manage money and arrange required financial resources as per requirements of another
department. Similarly, marketing function have role to track trends, devise promotional material
and managing information. In case with Lucozade, roles and responsibilities of marketing
function interrelates with finance function as marketing function conduct research and
development, collect information about other companies and share it with finance function.
Moreover, finance function devise budgeting plan and arrange money for activities of marketing
function so that all the campaigns and events are organised in successful aspects.
Marketing function and quality management function: Quality management function
have responsibility to establish standards and maintain working across all company (Ofori,
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Markwei and Quagraine, 2020). At same time, marketing function have responsibility to listen
needs of customers and monitor competition. In association to Lucozade, quality management
function and marketing function interrelates business practices as marketing function collect and
share information about quality demand of drinks among customers. Further, quality
management function establishes standards of drinks as per customer choices and set
requirements for suppliers and monitoring compliances. Then, marketing function create
promotional content and promote the brand by offering standard level of drinks to customers.
Marketing function and human resource management function: Human resource
management have major responsibilities of job analysis and staffing, measurement and appraisal
of performances, developing employees professionally, etc. Correspondingly, marketing function
have responsibility to better product offering, devising content and management demand. in
Lucozade, marketing manager assist human resource management function in devising job
description, collecting information about training program of other companies and hence forth.
furthermore, human resource function analyses vacant job position in marketing department,
recruit, select and train marketing personnel along with give rewards to marketers for great
performances.
Analysing values and importance of marketing role in a company
Within an organisation, marketing function is valued for creating brand awareness,
informing customer about products and fostering fierce loyalty. In Lucozade, certain importance
and values of marketing function are as analysed:
 Boosting sales: Organisational marketing function uses different mechanisms to promote
the brand and its offerings (Swenson and Rhoads, 2019). When marketing function of
Lucozade advertise products, they create radar and enhances possibilities of huge sales.
Marketing function is significant for ensuring to offer high quality of commodities for
making greater number of sales volumes.
 Maintaining relevance: It is marketing function that understand requirements for
disrupting opinion of potential consumer about other offerings. In Lucozade, marketing
function find new ways for remaining top in mind set of clients and maintain relationship
with them. This assist company to maintain healthy relations through being relevant and
addressing desires for retaining present ones.
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PART 2
SECTION A
Comparison ways wherein different organisations apply marketing mix to marketing planning
process for attaining business objectives
Marketing mix is an organisation set of action for promotion and sales of offerings in
dynamic business environment (Yetimoglu and Sormaz, 2017). Lucozade is soft drink
manufacturer that have objective of going beyond the market, provide excellent customer
service, achieve sustainable growth, maintain healthy cash flow and reach right customers.
Mentioned below are comparison among Lucozade and Red Bull in the ways elements of
marketing mix are used to attain objectives:
Basis of comparison Lucozade Red Bull
Product element Product element is tangible good or
intangible service which are offered
by company in market. In case with
Lucozade, its product portfolio
includes energy products that are
Lucozade Orange, Lucozade
Pineapple Punch, Lucozade Pink
Lemonade, and Lucozade Citrus
Chill. Along with this, some sports
products of the company are
Lucozade Melonade, Lucozade
Tropical, Lucozade Energy Lemon,
Lucozade Black Cola and many
more. with these sports and energy
products, Lucozade achieve
objective of going beyond the
market as these are not offered by
other companies in food and
beverage industry.
Product element of Red Bull is
limited to Red Bull Simply
Cola, Red Bull Sugar Free, Red
Bull Energy Drink, Red Bull
Editions including blue, orange
and tropical editions. Along
with this, the entity also offers
product related accessories,
media, apparel, headwear as
well as gift ideas to achieve
objective of satisfying wider
customers needs in market.
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Price element Price element is value which is put
for a product (Agyemang and
Owusu, 2021). In an organisation,
price element depends on
production cost, supply-demand
and segment targeted. In Lucozade,
competitive pricing strategy is
employed for choosing strategic
price points so to take best benefits
of offerings-based market that is
relative to competition. Through
competitive pricing, marketing
executive of Lucozade sets prices
as per competitors strategy so to
achieve objective of standing out of
competition.
Red bull pricing is related to
premium pricing that is a
practice to keep price of product
artificially high for encouraging
suitable perceptions among
buyers on the basis of prices.
The pricing element aid
company to achieve objective of
influencing buyers’ perception
for quality of offering.
Place element Place element is about location of
sale. Lucozade is working to
become household name in most
parts of globe by making available
its stocks at most of retail outlets.
Its products are available at all
retail outlets including shopping
malls, supermarkets and other type
of outlets. Moreover, healthcare
facilities also stock its products.
With this, objective of provide
excellent customer service and
making product easily accessible to
customers is achieved by Lucozade.
Product distribution is key
concern of Red Bull. The
company have presence on more
than 171 countries and its key
places where products are
available includes nightclubs
and bars, supermarkets and
grocery stores. More than this,
products are also stored in
exclusive stores of Red Bull to
achieve objective of attracting
wider customers.
Promotion element Promotion element includes all Red Bull uses proper mix of
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activities to make the brand known
to user and trade(Mishra and Rishi,
2021). In Lucozade, products are
promoted through using
advertisement, digital campaigns
and direct selling to achieve
objective of reaching right
customers.
BTL, digital channels and ATL
to create awareness as well as
promoting products. Along with
this, other promotional
strategies to achieve objective of
communicating with larger
audience are sponsoring events,
publishing awesome content and
colossal publicity stunts.
Physical evidence
element
Physical evidence element refers to
tangible that are associated with
physical environment and products
of entity. Key physical evidence
used by Lucozade includes details
on product packaging, manuals and
delivery receipts to achieve
objective of providing something
real to customers.
In Red Bull, physical evidence
are what customer sees at the
time of consuming
commodities. Some physical
evidences used by Red Bull are
signage, layout of store and
packaging of product to achieve
objective of providing details to
customers.
People element People element refers to employees
that interact directly with targe
audience. In Lucozade, people are
human resources that work in
different department including
marketing, quality management and
others to help company in
achieving objectives of providing
effective customer services.
In Red Bull, people are
developed through on the job
and off the job training methods
to carry out practices in smooth
manner. All employees of the
company perform jobs
effectively to achieve objective
of delivering favourable
experiences to customers
(Bonaparte and White, 2020).
Process element Process element is anything in
boundaries of company which
impacts on the ways offerings are
Within Red Bull, bottling
partner produces final
commodity of drinks which are
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handles by employees and
delivered to users. In Lucozade,
large distribution network is used
as process to deliver variants of
drinks to end users.
further sold to customers
globally. They combine
concentrates with sparkling
water or sweeteners to prepare,
pack, sell and distribute
beverages.
SECTION B
Producing and evaluating basic marketing plan for the company
Marketing plan is termed to operational document which outline strategies and implement
them for generating leads (Roy and Goswami, 2020). In other words, it is an action-based
document including marketing efforts in an upcoming period. Marketing plan is work of setting
objectives for activity of marketers and determining schedules to take necessary for achieving
objectives. It is a blending factor which proceeds activities and strategies in purposeful
endeavour. For Lucozade, marketing plan for Lucozade Mango Punch is produced below:
Particulars Description
About the company Lucozade is a UK based soft drink manufacturer that have
global presence (Lucozade, 2021). The entity is planning to
launch a new product that is Lucozade Mango Punch to meet
demand for Mango flavoured drink in the market.
Organisational vision, mission
and objectives
Vision of Lucozade is to revolutionise the world of soft drinks.
Mission statement of Lucozade is to quench thirst of the globe
with most amazing flavours through life enhancing together
with exciting drinks.
Objectives of Lucozade are as follows:
 To increase profit margin by 10% till 2023.
 To expand product portfolio.
 To enhance sales volume by 15% till 2024.
Situational analysis For situational analysis, SWOT Analysis of Lucozade is as
follows:
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Strengths:
 Lucozade have strong
network of
distribution.
 The company have a
dedicated website for
providing stronger
online presence to
engage content for
audiences (Corte,
D'Andrea and Del
Gaudio, 2017).
Weaknesses:
 Limited penetration
in global market.
 Lucozade have not
much advertising in
TV and print media.
 Brand recall as well
as awareness are not
high of the drink
manufacturer.
Opportunities:
 Increasing
penetrating in rural
market is opportunity
for Lucozade.
 Demographic trends
such as purchasing
power that favour
drinks and increasing
population.
Threats:
 Aggressive marketing
addition to promotion
by rivals of
Lucozade.
 Changing legislation
for food and beverage
standards (Burtonova,
Ushakov and Tianqi,
2020).
Marketing strategies For Lucozade Mango Punch, elements of 7P’s of marketing
mix are as follows:
Product: Lucozade Mango Punch is new product of Lucozade.
It has features of mango flavour isotonic drink having
sweeteners and sugars. It is rich in carbohydrates and
electrolytes.
Price: For Lucozade Mango Punch, premium pricing strategy
is effective as with this, marketers set prices higher than similar
products. Prices for Lucozade Mango Punch includes £29.99
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for 12 Pack of 1 L and £23.98 for 24 Pack of 380ml.
Place: Key locations to make Lucozade Mango Punch
available are supermarkets, hypermarkets, shopping malls and
Health care facilities (Lucozade, 2021).
Promotion: Promotion of Lucozade Mango Punch will be done
through digital marketing strategy, social media marketing,
direct selling and advertisement.
People: Employees involves in Lucozade Mango Punch will de
provides rewards for motivation in the project.
Process: Direct distribution network is process to deliver
Lucozade Mango Punch to target audience.
Physical Evidence: Receipts, tracking information, brochures
and packaging are physical evidence for Lucozade Mango
Punch.
STP Analysis STP Analysis for Lucozade Mango Punch is below;
Segmentation: To bifurcate the market into sub groups on the
basis of similar characteristics, segmentation is done (Garber
Jr, Boya and Hyatt, 2018). For Lucozade Mango Punch, market
is segmented as per demographic basis and geographical
location.
Targeting: Target market of Lucozade Mango Punch includes
people within age group of 15 to 35 years having preference for
energy as well as sports drinks in all professions.
Positioning: To position Lucozade Mango Punch in mind set
of target audience, social media and direct marketing strategies
are suitable.
Financial projection Funds are essential for business and marketing plan. For
Lucozade Mango Punch, projected financial statement for first
year is below:
Particulars Amount (In
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£)
Fixed cost
Rent (Per annum) 15000
Salaries 20000
Variable cost
Market research 10000
Advertisement, marketing and
promotions
7000
Cost of material for packaging 15000
Electricity 5000
Utilities 3000
Total cost 75000
Controlling and monitoring
tools
For Lucozade Mango Punch, controlling and monitoring tools
are benchmarking and KPI. Through benchmarking, marketers
of Lucozade will compare process and strategies with best
company in the industry and then make changes in existing
ones so to achieve success. At same time, through KPI,
marketing executive of Lucozade set or establish critical
indicator of growth or progress for intended results.
CONCLUSION
From the mentioned information, it has been concluded that marketing is a significant
function to build effective image in competitive industry. Trends of marketing includes social
media stories. browser push notifications, interactive content and artificial intelligence growth.
Major roles and responsibilities associated to marketing function includes producing material,
marketing information management, physical distribution, listening customer needs, tracking
trends as well as monitor competition. Marketing mix assist in clean mix creation, new product
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development, increase product portfolio, improve business, differentiate self in competition and
being dynamic for responding with better agility. With identification addition to arranging all
elements of marketing mix, a company makes profitable decision at all level that help in
developing business strength and limiting weaknesses, improving profitable collaboration among
functional areas and become more competitive. Marketing plan is important as it guides to make
sales easier and target ideal customers smartly by reducing unnecessary costs. It lay down focus
to allocate resources in best as well as most economical manner. In business, marketing
strategies provides intelligent guidance of operations and includes preparing policies,
programmes, financial projection and setting tools for monitoring.
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Online:
Lucozade. 2021. [Online]. Available through: < https://www.lucozade.com/>
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