Table of Contents INTRODUCTION.......................................................................................................................1 LO1.............................................................................................................................................1 P1 Key roles and responsibility of marketing function at McVities.....................................1 P2 How roles and responsibilities of marketing relate on the wider level of organizational context within McVities......................................................................................................3 LO2.............................................................................................................................................4 P3 Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives.................................................4 LO3.............................................................................................................................................7 P4 Evaluate a basic marketing plan for the Mcvities digestive biscuits...............................7 CONCLUSION..........................................................................................................................11 REFERENCES..........................................................................................................................13
·INTRODUCTION Marketing is an activity of promoting and advertising the products or services helps in improving the sales of the company. This is an essential practice within a business which supports the gaining of a financial stability(Baltes, 2015). It can be termed as a practice of manufacturing the high quality goods and offering them in an interactive manner, on a reasonable rate. The promotional measures support in improving the quality and sales of services or goods that are manufactured at the workplace. The current assessment will cover the promotional or advertising details of the British biscuit brand, McVities. It is a subsidiary of United Biscuits and is well-known for its digestive Maries and Chocolate cookie based cakes. The report will cover the details about key role and responsibilities marketing has in chosen enterprise. The major significance of these functions related to a wider organizational context is followed that will help in improving the interconnectivity and relativity among different departments. The measures related to marketing mix in the planning process and achieving the business objectives is used. Along with this, a suitable and effective promotional plan is developed that will help in establishing a proper advertising strategy for the company. ·LO1 ·P1 Key roles and responsibility of marketing function at McVities The main role of marketing is to promote and exchange the goods and service offered by the business in the market (Calderon, 2019) . The promotion and exchange of products and services are done in such a manner that it increases the brand awareness of the company and meet the satisfaction level of the customer. Marketing is long process which starts from identifying the need of the customers and end with meeting the satisfaction level of the consumer. Here are the marketing functions of McVities are discussed with their roles and responsibilities. ·Marketing information:This is the most basic and important marketing functions. In this function the marketing department collects informations about the need and the demand of products in the market. This process of collecting information includes the analysis the demand ofthe product,availability ofthe product,competition and many more.The Marketing department of McVities collects all the relevant information available in the market before launching their product in the market(Chaffey and Ellis-Chadwick, 2019). The roles and responsibility of this function is it forecast the condition of the market, trends in the market which includes competition, demand and supply, preferences of the customers and many more. 1
·Marketing Planning:Marketing planning the function of marketing which helps the business in fulfilling their objectives of the business. Business objectives can involves the increase in market share, enhancing the satisfaction level of the customers, improving the quality of product and services(Durkin, and et.al., 2016). The marketing department of McVities implement proper plan before doing any activities this helps the company in finishing the task in more effective and efficient manner. The major role and responsibilities of these functions it helps the McVities to achieve the objectives in realistic and more effective way. ·Exchange Functions:The exchange function of marketing includes the buying and selling of goods and services. The main role and responsibilities is to ensure that all products of the company are available inthe market in a sufficient quantitiesto satisfy the demand of the consumers.The exchange function ofMcVities is supported by the various promotional activities like personal selling, advertisement and sales promotions(Franco, 2018). ·Product designing and product development:The product designing and development helps the company to makes their products more attractive then the competitors. In the competitive market the design, shape, size, almost every possible things matters. All these things are used by the marketing department of McVities to attract more customers and get competitive advantage in every possible way. ·PhysicalDistribution:The physical distribution is a part of the marketing function which involves the transportation of the product and storage of the product. The transportation of the goods include the moving of the from their final stage of production to the place where customer's can purchase it whereas the storage involves the warehousing the products unless it is nor required of sales(Gillespie and Riddle, 2015). The major role physical distribution in McVities is to form a link between the company and the customers. ·Customers Support:It is the most important function of marketing functions. The customer's support in McVities involves sales recommendation and counselling,aftersales services, maintenance services and many more. The role and responsibilities of these function is increase the sales of the company, enhance the customers satisfaction level and improving the retention rate of the customers(Lam and et.al., 2015). 2
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l壱P2 How roles and responsibilities of marketing relate on the wider level of organizational context within McVities Marketing department is inter related with almost every other functional department of the company.Here are thetheinterrelation ofmarketingdepartmentwith otherfunctional department ofMcVities Marketing Departmentwith Production Department:The marketing department of the McVities and the production department need to work closely together because the marketing department has proper knowledge about the demand of product , trends in market, need of the consumer and many more(Menegaki and et.al., 2017). The job of marketing department is to provide proper informationthe about all these factors to the production department so the production unit can modify the existing product or developing new product whereas the job of production unit is to develop a production will good quality and specification so the marketing department can performance the marketing activities with more effectiveness MarketingDepartmentandFinanceUnit:TheFinancedepartmentandthemarketing department works together in the McVities because The finance department have the detail information about all the functional department of the company(Menegaki and et.al., 2017). The job of financial department department of McVities is to provide proper and sufficient funds to perform to marking and promotional activities whereas the job of marketing department is to inform that about the requirement of the funds to the financial department as well as to perform the marketing activities in the most efficient and effective way in the provided fund. MarketingDepartmentandHumanresourcedepartment:InMcVitiesthemarketing departmentandthehumanresourcedepartmentcoordinatetheirworktoincreasethe performance of the company. The role of marketing department is to gather information about the requirement of the particular skilled human resource and the training and development programmes for the existing employees and provide them to the human resource department of the McVities whereas the role of Human resource department is to recruit and select the best candidates as per the requirement of the marketing department as well as to arrange training and development programs for the employees of the organisation according to their respected fields and the need of the market(Gillespie and Riddle, 2015). Marketing department and Research and developing department:In the company McVities the Research and developing department and the Marketing department coordinate their works to 3
achieve the common objectives and goals of the organisation. The role of marketing department is to provide accurate information about the conditions of the market, plans and strategies of the competitor, products and services of the rival firm, problems in the products , structure as well as the strategies of the company and the role of the Research and development unit is analysis the data and information provided by the marketing department and developing a new and better plan and strategies to overcome these problems and achieve competitive advantage in the market(Chaffey and Ellis-Chadwick, 2019). ·LO2·P3 Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives. Marketing mixcomprises 7P's Analysis of the various marketing strategies used by a company. Here we have compared McVitie's with 7P's of its competitor Hershey:- 4
l壱7 P's of Marketing MixMcVitie'sHersheyProduct –Product includes various goods sold by the company and to what extent they meet consumer's demands.McVitie's, owned by United Biscuits, sells many kinds of biscuits, cakes and other snacks under it like Marie, Cashew, Digestive- 0% sugar, HobNobs, Doublee Creams, Waffles, Jaffa Cake, Cheddars, Nibbles etc. Some of them are healthy in nature for diet conscious customers while some are an easy delight. Major revenue is generated from sale of biscuits. Their products have wide reach having consumers distributed all over the world.There are 5 major categories of Hershey products. Each product line has its own vast variety of products. Products offer unique features to its consumers differentiating very highly from its competitors. Regular introduction of new products as per market's demand keeps the brand highlighted. Since products are of a higher quality they are readily purchased by the consumers.Price —Price should be quoted as per the product's quality and features or benefits it provides to its customers.McVitie's practices Penetration Pricing Strategy; Competition Based pricing and Price Bundling Strategy. The focus of McVitie's is on Competition based pricing since it has already established itself and its products in the market. In bundle pricing it bundles two or more products and sell them at a lower price. It's pricing strategy is strongly backed by the well-connected distribution cycle of McVitie's making it easily available in local stores and marts as well. Hershey uses only Competition based pricing strategy as it has huge number of competitors and their activities need to be regularly monitored. Hershey however, charges a greater price when it sells the products online. This discourages its consumer base for making online purchase. It charges fixed price on the product selling them at lower priced to retailers and its wholesalers thus earning profits (Calderon, 2019).Place –Product shouldbeeasilyavailabletothetargetedconsumerbasefortheconvenienceof consumers.McVitie's has a strong distribution network and its products are easily available in the supermarkets etc all over. The company has great distribution channel in urban areas but McVitie's also need to improve its network in rural areas of the various parts of world where its product has a good market. McVitie's has appointed various distributors in the areas where it product are traded.Hershey basically has two marketing mediums which are direct online selling and another through retailers and wholesalers. It has integrated its online as well as offline stores giving easy access to its customers spread in different parts of the world. Online website of the company is not user-friendly thus decreasing the company's online business. Also, there are very limited self owned/operated stores of the company.Promotion –Advertising, Personal selling, 5
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Sales Promotion are a few strategies to make consumer familiar with the product. A customer should retain the image of the company.McVitie's gathers all the information about its targeted customer base through social media, feedbacks, buying habits etc. The company then uses this data to promote its products accordingly trying to increase the sales of the company. McVitie's also uses celebrities and influencers for marketing of their product to make customers listen and adopt their products. McVitie's carries out extensive as well as expensive methods to make their products popular and practices like contests, activities etc. providing reward to the winners then.Hershey focuses on many techniques of promotion using traditional as well as modern. It targets customers through T.V., radios etc. and also through social networking apps. It carries out personal selling practices also to capture an even larger consumer base. Hershey however, does not focus much on feedbacks and reviews of the consumers and neither involves their suggestion in its decision-making about product.People –The human resource of the company is the power house of any company. Employing right people for an organization's growth is elementary in its working.Personnel at McVitie's are properly trained after recruitment, teaching about quality of the personal service to both personal sellers and store managers which they should perform whenever a consumer visits their store or during the process of selling. The staff at McVitie's are also trained to know which after sales benefits are to be given and how their queries are to be solved (Franco, 2018).Hershey's focus is on its sales team and the personnel working under it. It also lays more emphasis on relationship building with its consumers as well as suppliers. They ensure that ultimately the quality of product is not compromised with. They do not lay much importance on after sale services provided to the customer. Also, they don't try to retain those customers which are loyal to heir brand.Process –Process involves the whole supply chain of the company until the product finally reaches the end customer.McVitie's focus on integrating its different processes to exercise complete control over its products and their availability. It also guides them about their product's reach within the customers and the position of their product.At Hershey, they ensure that their products are never ion short supply in the market by an extensive inventory management process. Regular market research also guides them about how they can improve their overall process.Physical Evidence –This includes all the packaging colours and styles, set-ups, machineries etc. everything which gives a tangible presence to the company even if the core activity of the company is intangible.McVitie's has different colour packaging for its products. The cost and sizes also differ creating separate image 6
of its products in its customer's mind. Consumers use words like 'Crunchy McVitie's biscuit' for Marie; 'Healthy biscuit' for Digestive- 0% sugar biscuit etc. This shows that McVities has created a clear differentiation of its products. Hershey also uses distinctive packaging styles for its products making them easily identifiable. However, lack of their own stores has not encouraged their customer base to identify the company's products and consume it since they don't have their own tag lines for various products which creates differentiation as well as easy recognition of the product unlike McVitie's. l弐LO3 l壱P4 Evaluate a basic marketing plan for the Mcvities digestive biscuits. Mcvities is a brand owned by united biscuits, a British snack owned food brand. The company work out in various sites in the cities before it settle down as the St. Andrew biscuit work factory of Robsten revenue Street in the street in the observation. The company is one of the best-seller of the baked biscuits in United kingdom. The company used to produce the best-selling chocolates digestives, rich tea and hobnobs (Gillespie and Riddle, 2015). A continuous engagement and love for the biscuits, coupled with high profile launches hit the sales of the biscuits in the food and beverages industry. Consumers are nowadays more concern about their health and limited there snacks intake as compared to last 12 months. McVities's digestive thin comes with its biggest sweet biscuits launch in the decade with sales of $15 million in 2017 succeeding the Mcvities Digestive nibbles. The fast moving consumable goods in the food and the beverages' industry are more than a brand and there distribution plays a key role in driving the growth. In the fast moving consumer goods(FMCG), McVities's digestives thins and Oreo are two of the top 10 new launches across the market. There are many competitor's foe the united biscuits, which mainly consist of the major companions of Weetabix, P&G and Unilever. Weetabix also works in food processing sector and generate 88% of the former company's revenue. Same P&G also generates $65.18 more than the United biscuits. SWOT STRENGTH 7
·Wide brand offering of Mcvities ·sales performance ·Strong financial performance.WEAKNESS ·Geographical concentration ·Lack of research and development ·Private ownership will help in proper development of the plans. OPPORTUNITIES ·Potential market ·Growing demand of snacks in the market. ·diversification THREATS ·Highly competition in the environment. ·Strict government rules and regulation. ·Global economic slow down. 8
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PEST ANALYSIS ·POLITICAL- The sales of the Mcvities biscuits are effected by the political factors. All the companies have to work according to the condition of the food corporation of the country so the trading facilities can be easily available. ·ECONOMICAL- Economic factors directly indicates about the financialposition of the Mcvities. Due to continuous hike in the sales, the growth is adding steps in the market. Introduction of the new product in the market will examine the competitors and try to reduce the cost. ·SOCIAL.- in this factor the company has to think about the demand of Mcvities in the market. Mcvities been the first choice of the customer is facing many challenges in the market due to the low pricing products of their competitors. So its is important for the company to take important step to face its competitors (Vinerean, 2017). ·TECHNOLOGICAL- Mcvities is mainly focussing on the different latest techniques for production of various products in the company. It is important for Mcvities to use the latest technology so the cost can be decrease, and they can compete with their competitors and the productivity of the company can be increased. Objectives- ·To develop the interest of the consumer in Mcvities range of biscuits. ·Drives the sales of the core brand by the increase of 20 % in the year 2020. ·To be the global company in the ambitious expansion. ·To increase its market share from both the competitors i.e. Weetabix and P&G STRATEGY ·Target- The company will go for the demographic segmentation in which the Mcvities is mainly targeting the range of younger audience of the age of 18- 34 years. They are targeting the customers that deeply care about the quality of the product and fair trade. The company want to put the Mcvities digestive biscuits into the evoked set of customers (Lam and et.al., 2015). 9
·Price – the company will introduce the Mcvities digestive biscuits as the premium quality of product. So the company will follow the price skimming strategy in which they will target the high income people who believe in the quality of the product. ·Product positioning.- correctly positioning the product in the market is very important for the organization. The McVities's will go for the product benefit strategy in which the company will focus on communicating the benefits and offer of the product to the targeted customer. Company will let the customer know about the fibre content of the biscuit and how healthy it is. The company will implement the diversification as the growth strategy for the Mcvities digestive biscuit. As the concept is new in the market and the company has also targeted the new range of customer. Hence, it is risky as the company don't have the idea of the current market. Budget allocation for the marketing of the new product i.e. Mcvities digestive biscuit the has allocated the funds of £500. Thebudget is distributed among the various department according to there requirement. This fund will be used by the company in having the promotional activities. ·Product- the McVities's digestive biscuits will be introduced in the market targeting the young segmentation of 18 – 34 years. The product will be the premium product to the customer who believe in the quality of the product. The diversification strategy will be used in the product as the new market is targeted with new range of customers. ·Promotion strategy- Various promotion strategy will take place such as the social media strategy, product giveaways and samples, referral incentives for customers, discounts and rebates (Srinivasan and et.al., 2016). ·Price- the McVities's digestive biscuits will be introduced as the premium quality product on the price skimming strategy as the company will target the new demographic range of the customer of the age 18-34 who believe in the quality of the product. ·Distribution- the company will introduce the biscuits as the premium quality product so the distribution strategy will be exclusive distribution strategy available at the limited outlet at the particular location. Forecasting janfebMarchAprilMayJuneCash outflowMarketing expenses150170140120130120Production supplies200250230220200150Billable staff wages150200170180120230Freight 10
out502030204040Cash inflowsales8008809681064.81171.281288.408Net profit650680798884.81051.281058.408 CONTROLLING MEASURES- 1ANNUALCONTROLPLAN-thecompanyannuallyevaluatetheperformanceofits marketing activities in the company. As each plan includes, setting up of objectives, allocating of the resources, regulations and marketing mix. So the company would analysis the actual result with estimated result. Various techniques will be used by the company to see toward the performance of the company. ·Analysis of the sales- The company will evaluate the sales of the McVities's digestive biscuit from the estimated targets to whether the targets are completed or not (Chaffey and Ellis- Chadwick, 2019). ·Analysis of the market share- company will measure the Mcvities digestive biscuit sales to the total sales of the company. It will help them to know how the Mcvities is performing as to these competitors. 2.Financial analysis – theMcVities will look after the qualitative terms after having the close look on the quantitative term. Under this tool, the customer attitudes are measured towards the products the company is offering them. 3.Key performance indicator are establishes to have the standards fort the development of the products in the market.Mcvities will look after the proper indicator so that there can be proper establishment of business. 4.Cost benefit analysis to measure the performance of the proper planning regrading the cost and the actual cost. What is the benefit that is analysis from the proper planning of the activities. Action plan ActionResourceOutcomeTimeChangeinflowofproductionHumanresources,financial resource and technical resource.It will help in reducing the cost of the product and ultimately increase the profit margin.2 weeksChanges in marketing promotion strategyHuman resources, financial resourceIncrease in sales promotion activities and sales of product.1 weeks. 11
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·CONCLUSION On the basis of the effective evaluation that has taken place, this can be said that the marketing and promotional measures which are undertaken by the organization has a great importance. The advertising measures and practices which are followed by the organization assists in the positive growth of the firm. The assessment covers the roles and responsibilities of the promotional measures which are undertaken by the organization with the assessment on a widerorganizationalcontextisbeenevaluated.Thisindicatesthattheeffectiveness and efficiency of promotional measures which are followed by the enterprise enhances the overall performance and execution of the promotional measures which are followed by the firm. Besides this, the significance of marketing mix and planning process will assist in achieving the objectives set by the firm. Along with this, a basic marketing plan for the organization is also developed for a suitable growth of the enterprise. 12
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