Roles and Responsibilities of Marketing Function in Unilever

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
Roles and responsibility of marketing function.......................................................................................3
Explanation of how these roles and responsibilities of marketing are related to chosen organization.....4
Interrelationship between marketing function and various functional units of an organization...............4
TASK 2.......................................................................................................................................................5
Various tactics applied by organizations for demonstrating their business objectives in order to
achieved through using Marketing mix...................................................................................................5
TASK 3.......................................................................................................................................................9
Marketing plan for the chosen organization.............................................................................................9
CONCLUSION.........................................................................................................................................13
REFERENCES..........................................................................................................................................14

INTRODUCTION
Marketing refers to action of an organization for selling and promoting their goods and services.
It includes advertising and marketing research (Armstrong, Kotler and Brennan, 2018). Marketing
essentials involve various tactics, publicity campaigns, formulation of strategies and product designing in
order to gain competitive edge in the marketing. It also includes 7ps of marketing mix that it used by
organization.
The study is based on Unilever. It is a British Dutch consumer goods firm operates world widely.
The company is founded on 2 September in the year 1929. The founders are William Lever, James Darcy,
Leverhulme and Samuel van den Bergh. It came up with a merger between Lever brother’s branch and
Margarine Unie line. The company deals in products which are beauty, food and refreshments, personal
care and cleaning products. The headquarters of the firm are located in London, England in United
Kingdom. The company is listed on London Stock Exchange.
The study will explain responsibility and roles of marketing function. It will describe how these
roles and responsibilities can relate in organizational context. Further, it will demonstrate interrelationship
between functional units and marketing function. Moreover, the study will compare various ways by
which organizations applied marketing mix in order to achieve their business objectives. Lastly, report
will include a basic marketing plan for the chosen organization.
TASK 1
Roles and responsibility of marketing function
Marketing functions key roles and responsibilities are as follows -
 Marketing function helps to identify the customer needs.
 It anticipates the requirements of customers (Philip, 2017).
 This function helps to satisfy the needs of customers.
 Marketing function is also responsible for product development.
 The marketing function assists a business to do promotional activities.
 The function is also responsible for internal communication.

Explanation of how these roles and responsibilities of marketing are related to chosen
organization
Marketing function in Unilever does market research in order to survive in the competition. For
identifying the customer needs the function us responsible for doing depth market study (Perreault, 2018).
This helps the company to get updated with the current market trends. By doing that they are able to make
change in production function and will be produce goods as per the customer needs.
Marketing function work is to do promotional activities in Unilever. They use various
promotional tactics and strategies in order to boost their sales. They try to promote their products in cost
effective manner. Marketing function is also obliged to do advertisement of the products of Unilever
through this they are able to cover large audience and able to increase the brand awareness among the
customers.
Marketing function also facilitate the Unilever to produce high quality products for the
customers. On the basis of the research marketing function provides insights which are helpful for
improving the qualities of the products (Baker and Saren, 2016). By producing high quality products in
the company, the sales get increased.
Internal communication is another aspect of marketing function. The role is to build good
relationships with various departments of Unilever. Marketing function helps to maintain communication
among the various business sections, through this business is able to grow more.
Interrelationship between marketing function and various functional units of an organization
Interrelationship between marketing and other functional units in Unilever are as follows -
Marketing with finance - Marketing function of Unilever formulate various strategies through which
finance unit of the company do budgeting of the products. For doing promotion and advertisement of the
Unilever products, this involves high costs (Steven, 2016). Thus, the finance unit takes consideration of
cost and profit margin and then prepare marketing budget. They provide finance to do promotional
activities in cost efficient manner.
Marketing with Human resource - The prime function of Human resource department of Unilever is to
recruit appropriate and suitable candidate or employees for the vacant job role in the company. Human
resource department also responsible for hiring best marketing experts that can able to formulate best
marketing strategies for Unilever. The marketing experts which are hired by HR department of the
company help to do promotional activities. For increasing the sales of firm it is essential to hire best