Marketing Essentials: Roles and Responsibilities, Marketing Mix Comparison, and Marketing Plan

This article discusses the roles and responsibilities of marketing in an organization, compares the marketing mix of McVitie's and Burton Biscuits, and presents a marketing plan for McVitie's. It covers topics such as market information, product development, distribution channels, and promotional strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1. Role and responsibilities........................................................................................................1
P2. Roles and Responsibilities of marketing in context of the organisation...............................2
TASK 2............................................................................................................................................4
P3. Comparison with different organisation on the basis of marketing mix in order to achieve
objective of the business..............................................................................................................4
TASK 3............................................................................................................................................7
P4. Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is a process which includes set of activities or procedures related to creating,
communicating, delivering as well as exchanging various offers which have values for partners,
customers, society along with clients at large (Baker and Magnini, 2016). It is a promotional tool
which is adopted by almost all organisations for the purpose of attracting customers towards
products and selling the same art competitive marketplace. It encompasses activities such as
market research, buying raw materials, delivering products for further sale, advertisement and so
on which benefits enterprises in increasing profitability. To understand marketing essentials,
McVitie's is selected. The chosen company is a snack food brand whose headquarters are located
at Harlesden, London, United Kingdom at it performs operations in confectionery industry. The
product line of such organisation includes biscuits such as digestive, ginger nuts, rich tea, united,
club biscuits along with cakes such as jamaica ginger cake, waffles, fruit cakes, jaffa cakes and
many more. This report includes key roles as well as responsibilities of marketing along with
interrelation of other functional units of an organisation. It further includes comparison between
McVitie's with rivalry company Burton Biscuits based on marketing mix procedures. Lastly, it
includes a detailed marketing plan to meet marketing objectives in efficient manner
TASK1
P1. Role and responsibilities.
Marketing is a philosophical concept of understanding marketplace, competitors along
with potential customers for the purpose of defining organisational market position, strategies,
prices as well as services to promote products to target audience for achieving beneficiary
results. It is all about offering right product or service with right benefits through right prospects
to targetted audiences (Blythe and Martin, 2019).
Marketing function: Marketing function is related with roles as well as responsibilities
associated with identification, sourcing along with promotion of potential products. Such
functions are common for all types of businesses as it involves market research, development
process, product plan, sales, finance and so on. All these functions performs different roles and at
the same time are responsible for the growth of entity. Functions of marketing in McVitie's
encompasses following roles along with responsibilities:
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Market information: it is the key role along with responsibility in function of marketing
as marketing team understands demands or preferences by identifying essential requirements of
consumers by properly examining overall market. They collects informations based on certain
factors which impacts on growth as well as profitability of company. Marketing team of
McVitie's performs such function for the purpose of analysing various internal as well as
external factors along with examining customers perceptions towards products or services.
Informations is provided to organisational managers based on perceptions or market
requirements and further modifications or changes are done in order to satisfy demands. Such
information helps in segmenting the market in various sub sections.
Product development: The role and responsibility of marketing department of chosen
enterprise is to coordinate with product development teams for developing innovative product
and at the same time making modifications in existing products for the purpose of grabbing
attention of potential customers in dynamic market. The responsibility of this department at
selected company is to carefully analyses sale of existing products and identifying reasons for
gaps in product range as to enhance opportunities related with further product development.
Marketing team provides significant information based on demands, requirements of market
which helps management in identifying features and improvements to incorporation an
innovative product (Clow and James, 2014).
Distribution channel: Under such marketing function, various transportation as well as
distribution channels are adopted by marketing teams for supplying right product or service at
right time to end users. In reference to McVitie's, marketing team uses various distribution
channels based on online as well as offline techniques based on direct selling, dual distribution,
reverse channels, selling through intermediaries and many more. Marketing department
coordinates as well as controls various system to deliver services to potential customers at
prescribed period of time.
P2. Roles and Responsibilities of marketing in context of the organisation.
Following are the role and responsibilities of marketing department of McVitie's with
other business units:
Marketing with Finance department: Finance and marketing are two tower on which
organisational profits and growth are dependent and both department are needed together to
produce a great result for the future of the company. Finance is concerned with all financial
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aspects like cost, profit and financial performance of a company while marketing department is
basically concerned with sales volume ,competitor's sales, advertising, promotion. McVitie's is
FMCG based organisation in British market that promote their all product through digital media
with help of finance department. Finance department provides certain fund to advertise the
product as per their yearly budget policy.
Marketing relate with Human Resources: Marketing department also related with
Human resources. Marketing is a function in which amount raised form market through selling
the products and goods. While Human resources is handling the current employees and adding
up the brand of company for potential employees. Human resource are responsible for recruiting,
screening, interviewing, training the worker at workplace. They also plan, coordinate the
administrative function for employee relation (Lane, 2016). McVitie's manages the relation
between employee and management so they can work efficiently in the organisation. They
choose the right person for right place in the company. So they make strategies regarding to
emphasize the sales revenue. Marketing with Information technology: Marketing department
is related with Information technology to promote their brand and products digitally. Information
Technology has transformed the sales and market of the company. Its make a impeccable impact
on corporates marketing brand. A tech-empowered business organisation has a new tactics to
increase the share market for marketing revolution. McVitie's is upgraded its marketing
strategies to promoting their products and goods . Company uses the technology driven formula
for many times to enhance the productivity, sales volume as well as their profitability.
Marketing with Research and Development: Research and analysis department guides
to marketing department for marketing strategies by finding out the target customers and the
competition of the business. Marketing Analysts utilize marketing tools such as surveys or
publicity to find information that may be useful for marketing for revenue generation. Research
and development make research in marketing tool to how a company make a high sales in future
through product and goods development. McVitie's research the systematic analysis of
qualitative and quantitative data for various product to make them more effective in the market.
They also help in product development and identification of the changing elements.
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TASK 2
P3. Comparison with different organisation on the basis of marketing mix in order to achieve
objective of the business.
Comparison between McVitie's and Burton Biscuits based on marketing mix.
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Basis of Comparison McVitie's Burton Biscuits Company
Product McVitie's came into existence
in the year 1830. Its product
line is based on biscuits, cakes
and other snacks. Biscuits
includes digestive, hobnobs,
Gold bars, club biscuits, Fig
roll, cookies, all butter
shortbread and so on. Cakes
includes Jamaica Ginger Cake,
Iced Gems, Lemon Cake, fruit
cake, waffles and many more.
Other snacks are related with
Krackawheats, Cracker Crisps,
Victoria Biscuit Selection,
Cheddars and so on (Lipsman,
Rich, and Bruich, 2012).
Burton Biscuits is a British
biscuit manufacturer which
was found in 1935. It deliver
products such as Wagon
wheels, Jammie Dodgers,
Maryland cookies, Lyons
biscuits, Royal Edinburgh
shortbread and so on.
Price McVitie's adopts penetrating
pricing strategy for various
product items to offer high
qualitative confectionery
items. It ensures customer
loyalty as well as emphasizes
on quality which helps in
generating more revenues.
Burton Biscuits company
adopts skimming pricing
strategy along with its
qualitative products which
helps in reaching heights as
well as ward off competition.
Place McVitie's uses two types of
distribution network related to
retailers as well as online
merchandisers. Products of
such company are available at
The company has strong as
well as large distribution
system to sell their products
and services in multiple
countries. The company has
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various retail stores such as
super market, convenience
stores as well as grocery stores
to reach large segment of
consumers as well as enlarge
its market opportunities.
penetrated in mote than 500
towns and is successful in
placing the business to large
scale.
Promotion Due to intense competition in
market, selected company uses
promotional strategies to reach
large segment of consumer fro
the purpose of earning high
revenue. The business make
investments in large amount
for promotions. Its adopts both
traditional such as billboards,
brochures and so on. On other
hand modern mode of
promotional strategies such as
social media marketing,
affiliate marketing, internet
advertisements and many
more.
Promotional strategies of this
company includes public
relations, advertising, direct
marketing and sales
promotion. all these
contributes towards building
strong relationship with their
end consumers. Advertising
avails TV ads as well as
various campaigns where as
sales promotion is biggest
source to communicate with
large potential consumer base
(Nirschl and Steinberg, 2018).
Physical Evidences In physical evidence includes
certain factors which
influences consumers before
making purchase decision
related to organisational
products or services. Physical
evidence in relation to
McVities includes supporting,
In relation to Burton Biscuits
company, they provides
physical cues to various
customers which helps them to
evaluate the ingredients, prices
before making purchase
decision. Physical evidences
are provided in the form of
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physical environment
collateral and packaging which
helps in presenting products in
well manner to consumers.
brochures, packaging and
Mailboxes to their loyal
customers.
People In earlier days companies were
concerned with consumers as
well as themselves only but
with the changing scenarios
McVities associated
themselves with press or
media, employees, partners,
general public, shareholders as
major people which play
important role in achieving
organisational objectives in
effective manner
(Papasolomou and Melanthiou,
2012).
In reference to people at such
business, they consider of all
people as well as employees
which are associated with
them. As it is multinational
company where large work
force along with competitors,
consumers, shareholders as
well as press media plays
significant role in
accomplishment of
organisational goals along with
objectives.
Process McVitie's uses latest
technology for the production
procedures that results in
producing quality products.
Managers pays attention
towards building healthy along
with long term relationships
with customers, audiences,
retailers as well as suppliers.
For this, various customer care
numbers are published on
packaging to solve customer
Burton Biscuits Company
focuses towards minimum
wastage of scarce as well as
available resources in
production process. Allocation
of resources is done in
effective manner for each
departments. Customer service
numbers are provided for
resolving issues with
customers.
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grievances.
TASK 3
P4. Marketing plan
Marketing plan is used as a blueprint or document which helps marketing teams along
with other departments for formulating as well as implementing marketing strategies for new
product (Pike, 2015). In reference to McVities, marketing manager has developed an effective
marketing plan which will aid towards achievement of predetermined objectives and goals.
Marketing plan for selected company is as follows:
Situation Analysis (SWOT)
Strengths Weaknesses Opportunities Threats
McVitie's provides
products at affordable
price along with
standard quality by
considering health of
customers.
The company has less
geographical
concentration as
compared with
competitors in the
confectionery industry.
It can diversify its
market by launching
more products as per
the customers
requirement.
Increasing raw
material costs impacts
profits.
It firm has wide brand
offering as well as
strong financial
performance.
The company has
private ownership
which limits its market
research.
It can deliver products
to health conscious
people in rural areas.
Changes in political
systems as well as
economic cycle results
in unfavourable
environment for
McVitie's.
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Objectives: The main objective of McVitie's is to diversify its market operations by
launch a new product with the name of McVitie's Grand Flaky Layers. For this, the company is
to capture 20% market sales as well as 30% of market share by 2021. The managers are planning
to expand the market in other countries such as Brazil along with United States. The marketing
team believes in democratic leadership style in order to motivate employees to perform activities
in such manner which satisfy customers needs
Strategy: The managers of selected company are formulating various strategies based on
STP approach:
Segmentation: At this stage, McVities considers large market as well as distribute it into
homogeneous segments. Herein, customer base is determined and accordingly profiles are
developed. The company segments the market on the basis of behavioural as well as
demographic segmentation.
Demographic segmentation: Such company targets population who are not budget
conscious clients between age group of 15 – 65 years (Purvis, 2015).
Behavioural segmentation: Quality service, medium usage rate along with strong brand
loyalty.
Targetting: The company targets people who are health conscious as well as does not
care about prices of the product. Marketers targets clients between age group of 15 years to 60
years.
Positioning: Managers are planning to position the new product with the help of
advertisements with celebrities, news paper articles and so on.
Diversification: The company is planning to diversify its market share in multiple
countries.
Differentiation: the main marketing strategy is product differentiation.
Action Plan: Managers are planning action by allocating budgets in different aspects:
Product: The product which McVitie's is planning to launch in the market is McVitie's
Grand Flaky Layers. In order to collect raw materials, company is expending 3500£. raw
materials includes ingredients such as sugar, wheat, buttermilk, baking powder and so on
required for producing the product.
Promotion: Selected company is planning to spend 2200£ in promotional activities such
as direct marketing, advertisement and so on.
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Price: The price set for the product is 5£ for sale.
Distribution: This aspect is based on elements where organisation launches its new
products. Mcvitie's is launching its new products in the region of United kingdom as well as
other countries. Action plan is as follows:
Particulars Amount (£)
Promotion 2200
Research and development 7000
Distribution channels 1500
Marketing 2800
Raw materials 3500
Total 17000
Forecasts: Forecasting is done for future. The planned forecasting is as follows;
Costs: The company wish to incur the cost of 13575£ (Simkin and Dibb, 2013).
Sales: Marketers are planning to increase the sale of new product by 37% till 2021.
Profit: The company is aiming to achieve profits of 10000£ in 2020 and 10890£ till
2021.
Market share: Markets can capture market share up to 25% within confectionery
industry in United Kingdom.
Control: Managers control activities as well as procedures with the help og effective
organisational structure. They use various measurement tools to ensure quality of products are
supplied to end consumers in effective manner. They also check frequencies as well as take
corrective actions at the time requiired.
Organisational structure: Horizontal organisational structure is followed at McVities.
At such structure few or no barriers are there between middle level and lower level management.
Managers focuses on teamwork, exchange of ideas as well as collaboration at workplace.
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Illustration 1: Organisational chart, 2016
(Source 1: Organisational chart, 2016)
Controlling: The managers control the work by measuring actual performances with set
standard performances. If any deviations are found then remedial actions are taken. Managers of
McVitie's take remedial action of providing training along with development programmes to
employees to get effective results. They motivate them through rewards and at the same time
makes modification in strategies to get the work done (Wirtz, 2012). They replaces various
resources in place of others in order to maintain quality and increasing profits.
CONCLUSION
From the above report it can be concluded that marketing is important to promote the
products or services till end users in competitive market. Various tools of promoting products are
advertisement, direct marketing, public relations and so on which helps in increasing awareness
of potential audiences. Key role and responsibilities of marketing department are product
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development, financing, market information, distribution channels and so on. Marketing
department coordinates with other business units such as human resource, information
technology, research and development. Marketing mix includes set of actions used by any
organisation to promote products or servi8ces in wide locations, it encompasses product, price,
place, promotion, physical evidence, place and people. Marketing plan act as a guideline which
includes strategies, STP approach, budgets forecasting, action plan and controlling activities to
achieve profits for the betterment of company.
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REFERENCES
Books and Journals:
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Clow, K. E. and James, K. E., 2014. The marketing research process. Essentials of marketing
research: Putting research into practice, pp.25-61.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Lipsman, A., Mudd, G., Rich, M. and Bruich, S., 2012. The power of “like”: How brands reach
(and influence) fans through social-media marketing. Journal of Advertising
research, 52(1) pp.40-52.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Grundlagen,
Strategien und Erfolgsfaktoren. Wiesbaden: Springer Fachmedien.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management, pp.1-19.
Simkin, L. and Dibb, S., 2013. Marketing essentials. Cengage Learning EMEA.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online:
Organisational chart. 2016. [Online]. Available through:
<https://www.orgcharting.com/horizontal-org-chart/>