Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................4
TASK2.......................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives..................................................6
TASK3.......................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation....................................9
CONCLUSION........................................................................................................................13

INTRODUCTION
Marketing can be defined as a department within the organisation which helps in
establishment of a relationship between customer and organisation by the use of different
marketing tools. In general, these tools are advertisement, sales promotion and many others.
In relation to the current report, chosen organisation is Unilever. It is a British multinational
organisation dealing in FMCG, cosmetics and food. This report is consisting of discussion
about the key roles and responsibilities of marketing function and fulfilment of these
responsibilities in relation to a wider organisation. There is also about the marketing mix of
Unilever in comparison of its main competitors. In the end of this report, there is discussion
on the marketing plan which can be followed by the organisation to achieve its marketing
objective within the target market.
MAIN BODY
TASK1
P1 Explain the key roles and responsibilities of the marketing function.
Covered in PPT
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context
Covered in PPT
TASK2
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives
Marketing Mix Unilever and P&G
Basis Unilever P&G
Price In relation to Unilever, the
current price strategy of
organisation is to set the prices
at the level which can follow
the competitive base price
strategies. The main reason
Pricing strategy of P&G is
greatly depending on the
quality and the brand value of
the product. Under the P&G
company use umbrella system
of pricing where the different

behind adoption of this price
strategy is because the data on
the computer is easily
available due to large number
of competitors within the
industry where organisation
also undertakes the cost to set
prices (Silberschatz, Galvin
and Gagne, 2014).
policies are adopted according
to the product offered by the
organisation which in the
market.
Product In relation to product mix of
Unilever, organisation salads
product under the five product
categories and each of these is
several as separated product
lines. All of these products are
sold under the common
branding of Unilever.
P&G header white product
range where company used to
produce shampoo,
dishwashing, family hygiene,
food, health care, men and
women grooming and many
more (William and Zikmund,
2012).
Place In relation to placements of
Unilever, organisation sells its
products through to marketing
channel. The first itself
directly to the customer
through online website and in
the second channel
organisation use social
platform where it sell its
product to different retailers
located all over the country.
P&G has worldwide network
for its product where its
distribution policy is directly
related to management of
products. Companies operating
its main channels in India, UK,
China and USA.
Physical Evidences In relation to physical
evidence mix of Unilever,
organisation sells its product
and distinct colour packing
P&G also used different kind
of products, packaging and
style for its products and
services so that it can maintain