Marketing Essentials: A Comprehensive Analysis of Nestle's Marketing Strategies

This report delves into the fundamental aspects of marketing, examining its role within an organization and its interrelationship with other functional units. Using Nestle as a case study, the report explores the key duties and responsibilities of a Marketing Officer, proposes a structure and operations for a marketing department, and analyzes how marketing influences various organizational objectives. Furthermore, the report compares Nestle's approach to applying the marketing mix (7Ps) with that of National Express, highlighting their respective strategies for achieving business objectives. Finally, the report develops and evaluates a basic marketing plan for Nestle's nationwide expansion, incorporating SWOT and PESTEL analyses to identify strengths, weaknesses, opportunities, and threats.

MARKETING ESSESNTIALS 1
MARKETING ESSENTIALS
Name
Institution
Unit title
Date
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Contents
Introduction.................................................................................................................................................3
PART A.......................................................................................................................................................4
TASK 1: Explain the role of marketing and how it interrelates with other functional units of an
organization.................................................................................................................................................4
Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department. (P1)........................................................................................4
1. An Overview on the Different marketing processes........................................................................5
Explain how the roles and responsibilities will contribute to the wider organisational objectives. (P2). 7
2. Explanation of how marketing influences............................................................................................8
3. The value and importance of the marketing role in the context of the organization.........................9
6. Conclusions that emphasis the significance of having effective interrelationships between different
functional departments..........................................................................................................................10
PART B.....................................................................................................................................................12
TASK 02: Marketing Mix (7Ps) to Achieve Overall Business Objectives................................................12
Using the 7Ps compare Your Destination approach to applying the marking mix to that of National
Express in achieving the business objectives. (P3).................................................................................12
TASK 03: Development and Evaluation of a Basic Marketing Plan.........................................................14
Produce a basic marketing plan for the nationwide expansion. (P4).....................................................14
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19
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Introduction
In today’s world of competition, marketing is necessary for every small and big organization.
The organizations success and failure is dependent on the relationship with the customers.
Marketers’ duties are determining the necessity of the customers and identify the products to
satisfy them. Here in this report, the marketing processes, strategies, roles and duties of
marketers and many more are discussed in the context of Nestle.
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PART A
TASK 1: Explain the role of marketing and how it interrelates with other functional units
of an organization
Explain the key duties and responsibilities for a Marketing Officer and a
proposed structure and operations of the marketing department. (P1)
Marketing and its concept
Marketing is all about building and maintaining a profitable customer relationship with the new
and old customers. There are five marketing concepts by which the organizations plan, design
and implement marketing goals and strategies. (Peter, Olson, and Grunert, 1999)
Production concept: The one of the oldest marketing concepts is production concept. According
to this the buyers and consumers will buy those products and services that are highly accessible,
low-cost and affordable (Wilson& others, 2012). In this concept, the managers and organization
emphasizes on producing that products or services which they can produce most effectively,
efficiently and within the lowest cost.
Product concept: According to the product concept, the consumers and buyer prioritizes the
quality, class, performance level and the characteristics of a product rather than the availability
and affordability. That is why, organization always have to improve their current products and
services for greater customer satisfaction.
Selling concept: According to the selling concept customer needs, demands, requirements and
views are not important. The products or services of an organization will be bought by the
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consumers when only when the organization makes the customers persuaded to buy. So it can be
said that, this strategy is sells-oriented (Churchill, 2006).
Societal marketing concept: Societal marketing concept includes three important things,
satisfying customers’ needs, and profitability of the organization and the welfare of the society.
According to this concept, besides customers and sellers, the society is also benefitted.
Current and future trends of marketing
In this current era of technological advancement, today’s marketing trend is a mixture of old
marketing trends and the new marketing strategies. Marketing on social media and
communication sites, promotions and advertisement through SMS, campaigns on educational
and commercial areas, online advertisement are some example of modern marketing practices.
Through these techniques, the organizations are able to reach to individual customers.
Marketing trends in near future will be more customer-oriented and more dependent on
information technologies. The organizations will integrate their marketing strategies and
activates with the customers way of living. The marketing activities will be automated by using
highly effective technologies. Affiliation with popular search engines, websites and social sites
will be done for promoting and advertisement purposes.
1. An Overview on the Different marketing processes.
Marketing process is a combination of some steps that are used for identifying the opportunities
and threats of the market, determining the target customers, and improving a marketing mix and
controlling the marketing activities. There are four steps included in marketing process. There
are explained here:
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I. Situation exploration: The first step of marketing process is condition analysis that is
involved in evaluating different factors of market or industry in order to identify the
strengths, opportunities, weakness and threats. The main goal is to determine the chances
to make the unsatisfied customers satisfied. A detailed assessment of market in which the
company will serve its customers is done in this step. The organization will not only
discover the customers’ requirements but also the capabilities and capacities of the
organization.
II. Marketing strategy: The second level of marketing process is marketing strategy. After
determining the best chance to fulfill the customers’ needs and wants, the organization
than needs a tactical strategy. Marketing strategy also involves some steps. The first one
is segmenting the market. Market segmentation means separating a market based
different features. Markets can be segmented based on customers age, gender, religion,
education and so on (Kotler & others, 1990). After segmentation, the company selects its
target customers, who will be served. This is called market targeting. The next step is
market positioning. It refers to insight of the customers about the product and how it is
different from competitors’ products. And the final step is “value-proposition.”
III. Decisions about the marketing mix: Marketing mix consists of 4Ps, product, price,
place, promotion. Products refer to the goods or services that the organization serves to
the customers. Products satisfy customer needs. Price refers to the cost that is paid by the
customers for to get the products or services. Place refers to the activities to make product
or service obtainable to the customers (Armstrong and Kotler, 2005). And last of all
promotion means communicating properly with the customers to increase sales and profit
level.
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IV. Implementing and controlling marketing activities: At this stage the planned
marketing strategy is implemented. The management of the organization should always
control the performances, activities so that achieving goals can be easy for them.
Customers’ need is always changing and according to those changes, the plan will be
working on (Sweeney, 1972).
Explain how the roles and responsibilities will contribute to the wider
organisational objectives. (P2)
The company is one of the oldest and biggest corporations in the industry of transports.
Marketing manager must have some good managerial skills to perform his duties. As Nestle is a
multinational business organization and popular brands in the world, the marketing manager of
this organization have to perform a lot of activities (Brownlie, and Saren, 1997), some of them
are described here:
a) Developing brand image: One of the most vital duties for the company’s marketing
manager is to develop brand image and brand value in the market. Brand image is
essential because it helps a customer to distinguish the products from others. According
to a statistical report, the customers of a good brand remain loyal for lifetime which is
very crucial for the profitability. A mesmerizing logo, creative ad on televisions, radio,
printed media, social media and billboards can help in emerging brand value.
b) Managing day-to-day activities: The marketing manager of the Company performs,
manages, controls, co-ordinates daily activities of the company.
c) Doing market research: Market research plays a vital role in gaining competitive
advantages. So the manager should do market research to clearly understand the
customers demand, the way of fulfilling the demand and how will they affect the
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profitability of the organization (Boyatzis, 1982). It also helps to understand the
behaviors of the competitors, how they are doing in the market.
d) Determining perfect strategy: Marketing managers gather information the about the
customers, competitors, markets. This is helpful in determining and developing strategy
for the market. Which strategy will be helpful in reaching more customers, which will
increase not only profits and sales level but also customer satisfaction level etc. questions
are answered.
e) CRM (Customer Relationship management): Customer relationship management is
essential because customers are the king and profitability of the company is dependent on
them. Marketing managers performs jobs so that the best customer service can be
provided and make customers happy.
f) Workforce management: Marketing manager at the company also works as an
employee manager. They always try to make their workforces skilled, trained, well
organized and motivated. This also influences the revenue (Rich, 1997).
g) Recognizing new opportunities: Marketing manager at the company performs
marketing research and finds out recent and future trends. Thus the manager helps the
organization to determine the new prospects which helps in developing new products or
services and expanding business.
2. Explanation of how marketing influences
The company is a corporation where there are many functional areas besides marketing such as
finance, production, human resource management, research and development and many more.
The relations and linkage between marketing and other departments are discussed here:
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Marketing and finance: Every decisions, plans and strategies of marketing department at the
company includes financial element. So the finance department prepares a complete budget for
the marketing department so that they can carry out their activities properly.
Marketing and production: As The company focuses on the customer needs and wants when
producing products and services, so it is clear that there is an interrelation between marketing
and production department. Production department will produce products and services according
the suggestion, recommendations provided by the marketing department.
Marketing and R&D: The interrelationship between marketing and R&D departments is very
important. It will be helpful for the engineers to develop new products and marketing managers
to offer, sale and promote the products. The information gap between the departments will result
in such a product that would be very difficult to offer or sale.
Marketing and Human Resource management: Marketing department needs workforce to
accomplish jobs. According to the requirements, job description and job specification provided
by the marketing department, the HRM department will hire, train and fire employees.
3. The value and importance of the marketing role in the context of the organization
Success of an organization is dependent on marketing as well as other functional areas. As
customers are the king, marketing is the soul of achieving success. Marketing tells the
organization what product should be launched to gain profit. The company would have been fall
down if there was no successful marketing.
Marketing is directly related with the increased sales level of the company. The sales increase
when customers find the product which will satisfy their needs and demands. Through marketing
process, an organization can fully be aware of what is going on the market, what are the trends,
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how to compete with the competitors and above all how make sustainable relationship with the
customers to increase the profit level.
The brand value of the company helps this company to boom its sales in the competitive market.
Customers become loyal when the product of a company has a brand image. The goodwill and
reputation of the company is an important intangible asset. This goodwill indirectly influences
the profit and sales level. Marketing directly works towards developing a company reputation
among the customers by providing required product or services within the lower cost.
The company is doing their businesses in a highly competitive industry. In order to do well, the
organizations of this industry must engage in a sound competition. Marketing helps the
organization in this context.
6. Conclusions that emphasis the significance of having effective interrelationships
between different functional departments
The achievement of an organization is not dependent on a single department. The successful co-
ordination and interrelationship among all the departments is one of the key reasons behind the
global success of the company.
The coordination among the functional areas is the root key to achieve organizational goal. The
effective communication among the departments helps to implement the plans and strategies,
control activities around the organization, organize the natural and human resource and reduce
time and resource wastages.
The ultimate goal of the company is providing better products and customer services. To
accomplish this, combination of the existing departments is very crucial. The marketing
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department can’t do work if the HRM doesn’t recruit required human force. HRM wouldn’t be
able to recruit employees if the finance department provides them with budget. So to be
successful in the industry, there must be a fusion among different areas at the company.
Performing organizational activities efficiently and effectively not only reduces wastages of time
and resource but also those activities can be performed in planned way. Without the harmony
among the departments, it is impossible for the Company to be effective and efficient.
No one wants any type of conflicts and misunderstanding because it harms effectiveness,
profitability, harmony and reputation of the organization. Proper communication among the
managers of different areas removes clashes which plays vital role in achieving goals.
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PART B
TASK 02: Marketing Mix (7Ps) to Achieve Overall Business Objectives.
Marketing mix is a useful marketing framework that is used globally. The company uses
marketing mix to deliver the accurate products or services at correct place and at precise value.
This tool is used by the marketing managers for developing accurate marketing plans and
strategies and applying them tactically.
Using the 7Ps compare Your Destination approach to applying the marking
mix to that of National Express in achieving the business objectives. (P3)
Product: Products are those goods, stuffs and services that are provided by the company to
fulfill the wants, needs and requirements of unsatisfied customers. The company assesses the
market trends, changing demands to develop the existing product or launch a new product
because of the product life cycle theory (Goi, 2009). The company gathers answers of few
questions before offering a product such as, what consumers do really want, how the company
will satisfy those wants, how it will be differentiated from the competitors’ products and many
more.
I. Price: The Company charges an amount in exchange of their goods and services from the
customers. Price is a very significant issue. If the company charges higher price than the
competitors, than it will lose its customers and lose the place of competitive advantage in
the industry. According to market research, it is seen that customer are eager to pay a
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relatively high price for new and innovative products rather than the old and conventional
products.
II. Place: Place is all about the efforts that make the products and services available to the
customers. The company provides good at the local shops, departmental store, and
wholesale stores and so on so that the customers can easily find out, buy and use their
products. Not only the geographical market place is occupied, The company also sales
their product through online so that the customers can get products at home. Several
questions are analyzed such as where the customers tend to go to buy goods and stuffs,
how the products will be distributed, what distribution strategy will be followed etc.
(Constantinides, 2006)
III. Promotion: Promotion is an important tool. It involves in providing the customers with
right information about the products so that the customer become familiar with the
products or services. Through advertisement on electronic media, print media and web
based media the Company improves the brand recognition. Taking part in different sales
fair and business fair is another strategy to make people know about the brand.
Determining the way of sending messages, the right time for promotion and the accurate
promotion strategy are includes in this sector.
IV. People: It is an important factor as all the organization is dependent on people. The
company always tries to hire right people, train them and make them skilled so that they
can runthe organization according to the plan. Again the Company also does research to
find out the number of customers in the targeted market and are they enough for the
organization to make profits.
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V. Process: Processes are used to achieve business goals. The company uses some processes
such as customer managing process, order managing process and so on. The process
should always be improved (Bennett, 1997).
VI. Physical evidence: It refers to the marketplace from where the customers buy the
products. The company has wholesale and retail stores around the globe from where their
products and services are sold.
TASK 03: Development and Evaluation of a Basic Marketing Plan.
Produce a basic marketing plan for the nationwide expansion. (P4)
Executive summary: A marketing plan is an organization wide plan for the marketing
departments for a specific period of time defines the actions to achieve the marketing goals and
briefly explains the marketing strategy and diplomacies. Success of an organization is dependent
on market plan too. In this report a marketing plan for the Company has been developed and
evaluated.
Organization overview: The Company is one of the famous multinational organizations and
popular brand in the world.
Internal competency analysis: SWOT analysis framework is used to identify and determine the
capabilities and competencies of an organization by finding out the strengths, weaknesses,
opportunities and threats. The SWOT analysis of the Company is given here.
Strengths:
1. The company is a globally known
international organization.
Weakness
1. Controversy about the ingredients of
Maggi instant noodles in India.
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2. Impressive and high brand value.
3. Experiences of doing business for over
150 years.
4. The largest company for transport and
beverages.
5. Excellent marketing and R&D
department.
6. A huge workforce who are skilled and
experienced.
7. Hugevariety of products.
8. Widespread distribution strategy.
2. The company was criticized for huge
wastage of water.
3. Child-labor issue
4. Damaging word-of-mouth for some
negative consumer issues.
Opportunities
1. The company’s profit level is
increasing every year.
2. It is expanding its business activities
into many other countries.
3. Huge customer of its breakfast and
coffee products.
4. Offering new varieties of healthy and
chocolate products.
Threats:
1. Increasing competition.
2. Customers are becoming more heath
conscious, so there has been a failure
in chocolate sales.
3. Increasing price of raw materials.
PESTEL analysis:
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Political parties and political stabilities influence the profitability of the organization.
Regulations and standards about the transport industry are changing which also change the
business activities of the company.
Economic condition of a state or country is also big deal. Income and savings rate of people and
country, inflation and exchange rate etc. are considered by the company before starting or
expanding business venture.
The culture of a society, peoples’ way of living, education, religion etc. are the important social
factors. The company examines these issues and then takes decisions about the marketing plan
and strategy.
In this era of technological advances, The Company uses information and other technologies to
provide customer services and increase customer satisfactions. The company uses social and
online media for advertisement purposes and e-commerce for selling their products.
As the Company has been criticized for negative environmental issues such as wastage of water
and many more, now the company is working towards covering these issues. They are working
for the betterment of the environment.
Legal issues are also important. The rules and regulation for the transport industry is changing,
so The Company has to cop up with these changes.
Goals and objectives of the Company: According to the company it’s working to achieve three
gals. They are:
I. They are working for proving the customer with more healthier and nutritious transports.
II. Another goal of the Company is to make sure justifiable financial performances.
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III. Maintaining no wastages of natural and other resources.
Marketing strategy of the Company:
I. 1st of all the Company do research on the market. The company then finds out the new
ventures of business, product and process development.
II. After that, The Company completes the segmentation process. The company divides the
market according to the age, gender, religion, geographic locations of the customers.
III. After dividing market into small pieces, The Company then decides which market
segments will be choose to serve. Organization’s plan and profitability is considered
while targeting segmented markets.
IV. The next step is known as product positioning. They provide huge varieties of products
with the customers. Their unique brand name and value helps in developing product and
brand image differentiation.
Conclusion
In this era of competiveness, marketing plays significant role in determining and achieving
organizational goals. By clearly understanding the needs of the customers, The Company
provides products to satisfy their demand. So, it can be said that, the role of marketing is very
crucial for today’s brand image and value of the Company.
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