Key Roles and Responsibilities of The Marketing Function

Marketing is the key function of any organization and it helps to increase the opportunity of business to increase sales and profit margins effectively.

MARKETING
ESSENTIAL

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Key Roles and Responsibilities of The Marketing Function.......................................................1
Interrelationships Between Marketing And Other Functional Units...........................................4
PRESENTATION........................................................................................................................6
LO2................................................................................................................................................15
Comparison on the Basis of Marketing Mix (7Ps)....................................................................15
LO 3...............................................................................................................................................19
Marketing Plan...........................................................................................................................19
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Marketing is the key function of any organization and it helps to increase the opportunity
of business to increase sales and profit margins effectively. Marketing helps to increase the
communication of the organization with its stakeholders and increase efficiency of products and
services which helps improve brand value and profitability in market to compete in market.
Marketing helps business to understand consumer behaviours to attain better marketing plan.
Businesses use marketing strategy to compete in market and achieve competitive advantage
effectively. This report discusses practical tools and techniques used to identify internal and
external business environment factors which influence efficiency of marketing plan. This helps
to formulate effective strategic plan with available resources. In addition, report highlights key
roles and responsibilities of marketing function of Unilever and interrelationship between
different marketing functions of company. Furthermore, it provides a brief study of marketing
mix of two organization which have common products and service to develop effective
marketing plan and increase the sales and profitability of the companies. In the end report
highlights the effective strategies which can be adopted after implementing effective analysis and
research and data to increase efficiency and customer base effectively.
LO 1
Key Roles and Responsibilities of The Marketing Function
Marketing is the process of evaluating, analysing and satisfying the needs and wants of
customers with resources available in business to generate effective profit margins and improve
the efficiency of customer relations (Holbrook, 2018). Unilever is consumer good business
organization which operates globally and also has needs to understand key roles and
responsibilities of their marketing function to reduce cost of operation and improve profit
margins effectively. Unilever uses marketing to analyse which product and services can satisfy
the needs and wants of customers effectively and improve customer base of the company
effectively. Consumer behaviour analysis of customer provides better opportunities Unilever in
product designing and production with effective innovations.
Market Research
Marketing department uses this process for analysing the opportunities and threats of
business organization in the market according the current resources and products. Market
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research help Unilever to identify current and future needs and wants of customers to formulate
effective plan and increase sales of the company. Marketing department of Unilever is using
SWOT and Pestle analysis for identifying internal and external factors. Marketing department is
also using Porter's model to evaluate the competitive threat in market to interrelate all the
opportunities and gain better market share by making effective marketing plan.
Finance
Marketing department has the responsibility to ensure the cost of marketing activities and
budget formulation. Unilever is using marketing function to understand the cost and price
strategy of products and services to match needs and wants of customers to increase their sales
effectively (Natakusumah, Nursiana and Suryono, 2017). The role of marketing department of
Unilever is it provide effective understanding about financial position of company by evaluating
all the funding aspects and calculating the expected sales according to resources to achieve
objectives of the company effectively.
Product Development
Marketing department of Unilever is also responsible effectively understand all the
market research data and improve quality of products and services. This is helping company to
increase customer base (Kuntonbutr, 2019). Unilever is using Product diversification and
differentiation strategies which is helping them to retain customers to the company and
improving customer service engagement effectively. It is very essential for the business to
understand the needs and wants of the customers so that they can also improve the loyalty of and
customers base Unilever effectively and increase profitability.
Market Planning
Marketing department has a role to plan all the activities of marketing in the company
with the help of effective tools and techniques (Lancaster and Massingham, 2017). After market
research company has better vision to forecast and improve the decision-making process of
marketing. Marketing department of Unilever also has to identify all the available products in
the company and evaluate the demand of particular products and services which impact the
values of customers in market. With the help if effective planning it can be resolved and improve
company's market share.
Brand Value
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Brand value is the image of the company in the market which helps to increase customers
perception while making buying decision. Marketing Department Of Unilever has the effective
role to communicate the vision of customer market which increases the perceived value of the
company and thus increase the brand value. Brand Value also improves the customer loyalty by
gaining trust of customers (Ottman, 2017). Unilever is using quality of products and personal
discounts to their customers in order to improve brand value and capture better market.
Marketing department of the company also has the responsibility to analyse the factors which has
negative impact on the operation of Unilever.
Customer Support Service
Unilever is using digital tools and platform to gain better customer feedback and solve
them in less time. Marketing department also has the role listen to customer's complaints and
issues to resolve and develop new products and satisfy their needs. Unilever has established
different customer forums to resolve the issues (Ozuem, 2017). Marketing department has to
provide all the information and aware customers about all information about products and
services.
Distribution of Products
Distribution channel is the procedure through which products of business are provided to
customers. Business to business and business to customer are two distribution channel Unilever
is using in different market to increase sales and also reduce cost of distribution (Chernev, 2018).
Marketing department has role to identify different distribution channel which help to reduce
cost and per product and improves the prices and profit margins effectively.
Promotion
Marketing department is also responsible to promote the sales of products and services
which helps to increase productivity of the company. Marketing department has the duty to use
different platforms to penetrate in the market and increase the customer integration with different
products. Department of Unilever is using different market segments to target customers and
increase the sales effectively (Wirtz and Lovelock, 2016). With the help of high brand value
company is able to establish its base in new market and position its products ans services
effectively.
New business development
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Marketing department is responsible to understand the opportunities and threats
according to strengths and weaknesses of business to expand in new market. Unilever is
investing in many business products regularly due to increasing demand of consumers in the
market which is also providing company with effective planning and analysing the potential of
the business in market to generate better profitability. Unilever is also investing in different
products to reduce increase the survivability in the market and also reduce the impact of changes
in customer preferences rapidly in the market.
Interrelationships Between Marketing And Other Functional Units
Marketing functions is very essential in the factors which help to understand the quality
of products and services (Pantano, Bassano and Priporas, 2018). There ere effective
interrelationships between all the departments of business with marketing to improve its
productivity and gain effective market share. Unilever has to analyse their interrelationship
between all the departments to increase improve communication between all the employees to
achieve objectives effectively. As marketing broader than selling and in consumer products
industry it is very essential to increase customer trends. Unilever has effective distribution
channel to provide their products directly and indirectly to customers depending on the market
diversification.
Human Resource Department
This department has the role to manage all the human resource of organization according
to their skills and knowledge to increase efficiency of businesses effectively. Human resource
department ensure the performance of all the employees and motivates them using different
techniques and policies. This department also provides locutions to problems which any
employee has and increase the retention power of the company by job satisfaction of every
employee. Human resource department of Unilever ensures remuneration policies, integration of
laws with company's policies to increase the efficiency of the business effectively. With the help
of human resource department marketing department can increase its potential to recruit effective
employees as per requirement of marketing department. This also helps to develop detailed job
description and reduce the inefficient candidates rapidly. Potential employees in the company
improve customer engagement activities and increase the sales of the company effectively. They
also help in improving organization's culture to healthy working environment.
Finance Department
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Finance department is the fundamental unit of any business organization as it helps to
regulate and manage funds which is very important for business to operate in market effectively
(Pater and Cristea, 2018). Unilever has effective finance department which analyses the potential
threat and opportunities by financial planning of the company effectively. This department helps
to provide salary to all the employees and improve the efficiency of the company effectively.
Unilever is very effective in investing in new products and markets due to potential of
department to understand financial flow. Finance department is also responsible to formulate true
and fair financial reports which helps to satisfy stakeholder of Unilever effectively. Marketing is
also interrelated with finance as all the activities conducted by marketing department needs
financial resources. Marketing has to provide all the information to finance department and
receive funds and conduct marketing functions with low cost and high profitability. Marketing
department also has to coordinate with finance department to formulate prices of products
according to total cost incurred in final products. Due to high coordination between both the
department of Unilever it helps to lower the cost and increases the profit margins effectively.
Marketing department also ensure to innovate their techniques like social media marketing to
save cost effectively.
Production Department
Production department are the group of people who are responsible to ensure the
manufacturing process of products to meet market demand and increase productivity of business
organization effectively. This department also helps business to improve the quality of product
and services by adopting techniques which helps to set standards of products and consistency in
products to attar more customers in the company. Production department also ensure low cost
raw material from several distributors to reduce cost of final products. Unilever has its own
production units which help the company to formulate its prices according to market demand and
improve the product specification according to needs and wants to customers to increase
satisfaction (Hisrich and Ramadani, 2017). Marketing department is related with production as it
provider information in designing and improving products according to current needs and wants
of market customers. With the effective coordination of both departments Unilever is able to
increase the economies of scale with increased sales to fulfil all the demand of the customers.
Marketing department helps production department to innovate the products and quality of
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products in order to satisfy customers effectively. Marketing sales the products which are
produced by production department and increase profitability of company.
Information Technology Department
Information technology is the systematic area of business which help to increase the
efficiency of all the activities. This department ensure all the activities which is related to
technology. Unilever is using technology to improve their efficiency and reduce the cost and
compete in market effectively. This is also very essential for the company to adopt new
technology which to increase the satisfaction level of customers effectively. Marketing
department is defendant on this department to improve digital marketing. IT department has the
responsibility to provide proper training to marketing team to use digital tool to increase their
efficiency and gain their objectives effectively (Turban, Strauss and Lai, 2016). This also helps
to increase customers engagement to sale. Information technology also helps marketing
department to improve marketing strategies and target customers separately according to their
needs and wants.
PRESENTATION
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LO2
Comparison on the Basis of Marketing Mix (7Ps)
7Ps of marketing mix is a strategic marketing tool which most companies uses in their
marketing campaigns to get effective results. This tool includes 7Ps (Product, Place, Promotion,
Price, People, Process, Physical evidence) which guide to companies for launching their products
to gain high profit (Baker, 2016). There is comparison between Zara and Marks & Spencer
(M&S) on the basis of marketing mix has been mentioned below;
7Ps of Marketing Mix Zara Marks & Spencer (M&S)
Product Zara is one of very popular
companies in retail industry. It is
selling products related to daily
fashion, like; clothes, accessories,
beauty items, perfumes, shoes etc.
It is mainly selling premium
products to customers. This
company is too excellent in
maintain quality of their products.
It has gained large customer base
in retail industry because of its
quality products and services.
Marks & Spencer is a leading
retail company in the United
Kingdom. It offers clothes, food
products, and retail products etc.
This company is also too good at
maintaining quality of products. It
believes in provide exclusive
range of products in respective
market. Company mainly use
product differentiate tactic to
effectively achieve its decided
objectives.
Place Currently company providing its
products and services in 30
different countries. Its market
expansion process is very
productive, that's why it enables to
expand their business operations in
lots of countries. Top-level
management of company still
working on more expand their
M&S is also currently running its
business operations in many
countries. Business expansion
process of this company is more
effective than Zara. Marketing
team of this company always
finding business expansion
opportunities in global retail
market. It already has prepared
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operations in international market
by entering the new market.
many marketing plan to enter the
different market segments.
Price Zara's pricing strategy is too
simple. Company believes in
providing quality products on
reasonable price or favourable
price. It charges high rates only on
those products which are comes
under premium category. Many
times company provides premium
products on cheap rates too when it
runs any discount campaign. It has
hired some highly qualified
employees in their business
environment. These employees
completely knows all concepts of
pricing tactic, that's why company
is able to provide favourable price
to customers.
M&S' pricing tactic is something
same as Zara, because this
company is also always believe in
provide products on the cheapest
rates (Marcial, 2018). Company
currently facing huge competition
in retail industry, so its top-level
management decides to produce
that type of products and service
which people can easily afford in
different market segments.
Customers are very satisfied with
prices which this company offers.
Basically company charges rates
on a product's features. Suppose
company charges high rates on
that t-shirt which has excellent
design in the comparison of
simple designed t-shirt.
Promotion In fashion industry, each company
need to develop and launch new
products on daily basis. In this
case, company mainly focus on
promotion in that time when it
launches its new range of clothes.
Company mainly use big
billboards, posters, holdings for
promoting its brand. It hires some
Company's promotional activities
are very productive in comparison
of other retail companies. Reason
is, it believes in using modern and
latest marketing tactics than old
and traditional tactics. Marketing
department of company follow a
strategic plan for completing its
all promotional activities in
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good-looking models and actress
also to promote its brand in global
market (Bhaisn, 2019). Company
uses different tools of marketing
like; social media, newspapers
(local, regional, national and
international), affiliate,
sponsorship etc. These all tools are
too helpful for this company to
promote its products and services
worldwide.
proper manner. Marketing or
promotion is everything of M&S,
because it highly depends on
marketing aspect to boost their
brand in international market.
This company also use those all
marketing tools for promoting
their products and services which
Zara uses.
People People are very satisfied with
Zara's products and services.
Mainly female customers, because
company's research and
development team always try to
produce such products and services
which highly attracts females in
market. Zara produces fashionable
clothes for males too. In European
fashion market, people are crazy
for buying clothes from this
company. Currently customer
service index of this brand is very
excellent. Customers feel well
when they wear clothes which
produced by company. Top-level
management of company has
provided a specific communication
training to their all employees.
These employees perfectly knows
Company always fulfils its
corporate social responsibilities
on time. That's why people are
giving great respect to M&S in
market. Their employees feel very
proud on company, because
company believes in social
welfare. These employees always
try to give great contribution in
M&S' success. On the other side,
customers are like to buy products
and services from this company,
because it gives very quality
services to them when they visit
in its supermarkets or stores
(Brixius, Link and Nielsen, 2017).
It provides 24*7 customer care
services to people, and try to solve
those complaints on time which
customers register through care
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how to attract customers with
effective communication skills.
People feel valued by company
because of its employees
behaviour.
service. That's why people's
opinion is too positive on this
brand. Employees of company are
well-trained and skilled. They
completely know how to
effectively deal with customers.
Process Zara's process of product delivery
is same as most of retail
companies. Company mainly
provide its products and services in
its authorized stores. It always tries
to open its stores in prime location
of any city, because customers can
easily reach in its stores. When a
customer visit in store, then their
staff assist that customer for
informing about product's features.
Top-level management of
company is too active in
managing their all supermarkets
and stores. It always tries to
provide their all products and
services 24*7 in its supermarkets
or stores. Means, each product
which company has produced,
always available in their
supermarkets.
Physical Evidence Company provides their products
in a specific packaging which most
customers can easily find in busy
retail stores (Ghosh, 2019). If
customers buying products from
Zara's authorized stores, then its
staff give them special care. It
currently operates its e-commerce
website also where customers are
easily able to buy products.
M&S mainly provides their
products and services in its own
stores. It currently has many
stores in different countries. When
customers come in its stores to
buy something, then existing staff
perfectly interact with them. Its
employees always try to give
memorable experience of
customers when they visit in
company's stores. It provides their
products and services through
own e-commerce website too.
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Zara is mainly focuses on using pricing tactic to gain large customer base in retail
industry. It always tries to provide their products and services on reasonable prices. On the other
side, M&S focuses on taking huge advantage from its product differentiate tactic. It believes in
provide exclusive range of products and services. With support of this tactic, company currently
gaining huge competitive advantage in international retail industry.
LO 3
Marketing Plan
This marketing plan has been produced for the ZARA.
Marketing Plan
Executive Summary
In this marketing plan Zara wants to launch its new printed t-shirt in the Netherlands'
market. There are various marketing tactics has been mentioned in this plan which will help to
company for gaining huge profit in that market.
Aim: Earn huge profit in retail industry is main aim of behind this marketing plan.
Objectives
 To gain large customer base in retail industry.
 To boost current expansion process.
 To enter new market segments.
STP Model
Segmentation: In market segmentation process, marketing team of Zara is responsible to divide
their whole market in small market segments. Market segmentation will help to company for
knowing what customers highly demanding in market.
Targeting: After segmentation, team need to cover the market research where it'll able to know
what customers from different age group expecting from company (Hanlon, 2019). With market
research, team will also know what kind of products and services makes customers satisfied.
Positioning: In positioning, marketing team of company is responsible to use various
promotional tactics to promote their new printed t-shirt in initial stage.
PEST Analysis
PEST analysis is very helpful tool for the company which useful in knowing what kind
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of external factors will affect to it.
Political Factors: Political factors of the Netherlands will highly affect to company, because
it'll need to fulfil those all formalities which the government has imposed on any MNC
(Chaffey and Ellis-Chadwick, 2019). For example; Taxation.
Economic Factors: Zara can get huge advantages from economic factors of this these country.
Reason is, Netherlands is one of the richest countries in the world. People are here can easily
afford products which company will offer.
Social Factors: Social factors of this market are too favourable for this company. People of this
country are completely literate (San Román, del Pilar and Morales Mediano, 2020). They ready
to pay any cost for buying quality products and services, in which company need to provide
them the best quality product.
Technological Factors: Company will able to take huge advantages from these factors. Reason
is, those all latest technological equipment are available in this country which company can use
for improving its work efficiency.
SWOT Analysis
SWOT analysis is helpful tool to the company for knowing what kind of internal factors
will affect it.
Strengths: Currently Zara has great brand reputation in the international market, so it can easily
influence people in this market with the support of its reputation.
Weaknesses: Company not giving value to digital marketing strategy (Rivera, 2017). In this
case, it should give value to this strategy for gaining large customer base.
Opportunities: Company has opportunity to attract lots of people towards brand by using
social media marketing tool.
Threats: Day by day increasing competition in retail industry is a main threat for Zara, so It
needs to provide some premium products on low rate to gain huge competitive advantage.
7Ps of Marketing Mix
 Product: Company has chosen printed t-shirt as a product.
 Price: It'll offer low price for this product in initial stage.
 Place: Fashion market of the Netherlands is selected market place.
 Promotion: Marketing team of Zara will use those all tools which will highly promote
this product, like; TV advertisements, newspapers, holdings and social media marketing,
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etc.
 People: Company will try to interact with local people to provide them the best services.
 Process: It can provide its new product on all platforms, like; stores, malls, online sites,
etc.
 Physical Evidence: Zara has effective workforce which will effectively communicate
with customers when they come to their stores.
Budget
Top-level management of company should pass a specific fund for their marketing team,
so that team can easily employ this marketing plan.
Monitoring and Evaluation
Marketing manager of Zara is responsible to systematically monitor this marketing plan
(Rahman, 2016). If marketing team properly implement this plan, then company can achieve
great profit from this plan.
CONCLUSION
It can be concluded that there are various responsibilities and key roles of marketing
function has discussed above, so these all roles and responsibilities are too helpful to a company.
Unilever can gain huge competitive advantage through marketing function. These roles are
completely interrelating with other functions of company. Currently company has the largest
market share in consumer goods industry because of its effective marketing techniques. There
are Zara and M&S has compared on the basis of marketing mix. Both companies currently
following almost same marketing tactics. However, Zara is currently focuses on providing
quality products on low rates. On the other side, M&S is currently focuses on produce different
and exclusive range of products and services. A productive marketing plan has also mentioned
above for Zara. If company employ this marketing plan in their marketing campaigns, then it'll
able to earn huge profit in retail industry. Almost all aspects of marketing has discussed in this
marketing plan which will increase current market share of company. Marketing management of
company need to systematically implement this plan for achieving positive results. Company has
great opportunity to build large customer base through this marketing plan.
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