Marketing Essentials: Roles, Interrelationships, and Tactics

This document provides an overview of marketing essentials, including the roles and responsibilities of marketing, its interrelationships with other functional units, and different tactics applied by businesses for achieving objectives. It also includes a basic marketing plan for Colgate and a comparison of marketing mix strategies. The document is relevant for students studying marketing or business-related courses.

Marketing essentials

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
M1 Analysis of roles and responsibility of marketing in relevance to marketing environment: 1
M2 Analysing significance of interrelationships between functional units and marketing of an
organization:................................................................................................................................1
D1 Critical analysis and evaluation of key elements of functions of marketing and its
interrelation with other functional units:.....................................................................................2
TASK 2............................................................................................................................................2
P3 Comparison of ways in which various organizations apply marketing mix to the process of
marketing planning:.....................................................................................................................2
M3 Evaluation of different tactics which is applied by business for demonstration of
achievement of business objectives:............................................................................................8
TASK 3............................................................................................................................................8
P4 Production and evaluation of basic plan of marketing for an organization:...........................8
M4 Production of detailed and evidence-based marketing plan for an organization:...............11
D2 Designing a strategic marketing plan which applies utilisation of 7Ps for achievement of
marketing objectives:.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to procedure of advertising or promoting products of an organization for
the purpose of improvement of sales. It indicates promotion, sales as well as delivers goods or
services to customer base. It enables business for improving customer attractiveness towards
brand which enhances profit generation of it. Hence, marketing can be defined as those activities
which involves promotion of products and services of an enterprise (Abbate, 2017). Marketing
approach named marketing mix can be utilised for enhancement of its effectiveness. Four
elements are involved in it, that is, product, price, place as well as promotion. Marketing refers to
identification of ideal customers and making efforts for drawing their attention. This report is
based on evaluation of marketing essentials for Colgate. Entity is founded in 1806 by William
Colgate. It serves in confectionery industry and its parent company is Mondelez International. It
is headquartered in United States. Report states explanation of marketing role and its
interrelation with another functional units of business. Ways of utilisation of marketing mix by
organization is compared for the purpose of achievement of overall objective of business.
Additionally, development and evaluation of basic marketing plan is conducted.
TASK 1
M1 Analysis of roles and responsibility of marketing in relevance to marketing environment:
Marketing plays a significant in enhancing recognition as well as sales of an organization.
Various roles and responsibilities are incorporated with marketing manager of Colgate. It
involves setting of marketing strategy, evaluation of brand equity, commencing brand strategies
in accordance to customer demands and achievement of objectives of an enterprise (Chang and
Chen, 2017).
M2 Analysing significance of interrelationships between functional units and marketing of an
organization:
Marketing have huge influence on various functional units of an organization. Interrelation
between human resource department and marketing department is that HRM department recruit
personnel for marketing department in accordance to requirement of later (Eagle, 2019). Finance
department evaluates financials required for the process of promotion or marketing and directs
organization accordingly. Overall, cost related activities of marketing in Colgate is evaluated by
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its finance department and human resource department analysis recruitment and selection of
suitable individuals for enhancing marketing activities of business.
D1 Critical analysis and evaluation of key elements of functions of marketing and its
interrelation with other functional units:
Key elements of functions of marketing are selling, promotion, management of product,
pricing, distribution etc. Expenses incurred in activities of promotions and revenues generated
through it impacts department of finance as it has to manage financing position of Colgate.
Selling helps in revenue generation which is managed by finance department (Eng, 2017).
Information management for marketing requires high skilled professionals which are recruited
by human resource department. Further, organizational department ensures smooth functioning
of business activities which enables effective marketing of business products. Adequate planning
and development of research is ensured by this department for the purpose of meeting customer
requirements.
TASK 2
P3 Comparison of ways in which various organizations apply marketing mix to the process of
marketing planning:
Marketing mix refers to the tools of the marketing in the organizations for assess the
marketing functions in pursue the objectives of the market segment. It included 8 P's that are
given below:
Basis Colgate- Palmolive Unilever
Product Product refers to the finished
goods, raw material that is
specified in size, quality,
features and branding of the
product. In Context to Colgate,
they provide wide range of the
flavours for the better quality
of the product to its customers.
In this there are various raw
material included in all
In the Unilever there are wide
range of the products is
available in their product
category for the different
countries. In the Unilever
there are various products
included are Foods,
refreshment, home care and
personal care. There is the
diversification in the result of
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different flavours. the company acquisition in the
coming areas of the consumer
goods. It reflects the diversity
of consumer goods in product
mix.
Place Place refers to the platform in
which company communicate
with the customer for the
goods and services and there is
the description of the final
delivery of the goods. In
context to Colgate they offer a
wide variety of the products
into the supermarkets and
hyper markets for the customer
reach. In simple terms it refers
to the managing the sales
across the world in their own
techniques. They place their
product in the retail shops,
wholesale shops and at all
different place.
In the Unilever there is the
reach of the business in the
consumer market. They can
target the customers at
different place like hey
provide their product at the
retailers, Kiosks, Stores. In this
there is the Walmart is the best
example for the distribution of
the consumer goods. They use
Kiosks for successfully deliver
the goods and services for the
intensive growth strategy.
Price Price refers to the positioning
of the product in respect to the
strategy for setting the goals
and values. Te price is
determined by the
determination of the cost of
each product. In context to
Colgate, they use the
In Unilever, they follow the
premium pricing strategy
which involve the prices which
is higher than the competitor.
They applies the high prices
for the premium quality brand
which is set at discount price.
They also follow the market
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competitive pricing strategy
for the various competitors by
putting all prices at the similar
range or different from the
competitor. They help in meet
the need of the society because
their price is very low. They
focus on the constant
customers by revising the
pricing policy.
oriented pricing for setting the
price based on consumer
market factors. They provide
the products at both urban and
rural areas for maintaining the
brand name loyal to all
countries (Pförtsch and
Sponholz, 2019).
Promotion It refers to the activity which is
conduct for increasing the
brand name and sakes of the
products for increase the profit
. The best way they use is
attractive packaging strategy
and innovative schemes which
is attach with specified colour
and they also showcased their
products through digital
media, television and
newspapers (Palmatier and
Sridhar, 2017). Through
internet they can earn more
revenue which help the
consumer in encouraging their
experiences.
In the promotion activity of the
Unilever they focus on the
competitive market for
promotion of the product to the
target customers. For this
approach they focus on the
various strategies which are
advertising, sales promotion,
public relations, personal
selling and direct marketing.
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People People refers to the target
customers who are ready to
work for the company. In
Context to Colgate they focus
on recruiting the employee
who help in support the growth
of the organization in the
future.
It has wide range of the
employees who was
responsible for different
departments and also help in
solving customer issues for the
better growth and productivity.
Process It involves various activities
form manufacture to delivering
of products. Colgate
manufacture their products by
use of the latest technology
which help in provide the
better services.
Unilever also make all the
finished product through the
use of the latest technology
and then flow in the
supermarket and hyper market
for the delivery to the
customer.
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Physical evidence It means packaging and
promotional activity of various
goods and services for a better
connectivity thorough their
logo and they can connect their
consumers.
Unilever has greater reach in
packaging the product for their
brand logo which help the
retailers for selling the goods
in the target market (Tarka,
2017).
M3 Evaluation of different tactics which is applied by business for demonstration of
achievement of business objectives:
Marketing mix can be defined as actions or tactics which is applied by company for
promoting its product in market. Marketing mix simplifies various concepts of marketing and
hence enables Colgate to effectively apply marketing strategies and profitability improvement. It
helps company in effectively communicate with customers for increasing attractiveness. It
enables achievement of objectives of Colgate by maximizing profit generation capacity by
increasing sales and brand recognition. Products of Colgate is positioned as high-quality product.
Marketing mix determines management to effectively enhance product sales (Faßmann and
Moss, 2016).
TASK 3
P4 Production and evaluation of basic plan of marketing for an organization:
Marketing plan can be defined as a operational document which overviews strategy of
advertising which is implemented by business for the purpose of generating lead and reaching
target market. Marketing plan pertains detail of promotional campaign which are needed to be
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undertaken during a time period. It is helpful for managers for the purpose of tracking activities
of marketing for enhancement of its performance. In context to Colgate, it introduced some new
flavours of chocolate for attracting customers and increasing profit (Fill and Turnbull, 2019).
Company overview: Colgate is a multinational company which deals in consumer goods
industry. Headquarter of entity is in United States and it operates in fifty countries worldwide.
Foundation year of Colgate is 1806 and its founder is William Colgate. Number of employees
incorporated in it is 34,500 approximately.
Vision of Colgate: Working together for the purpose of creating brands that people love.
Mission of Colgate: Colgate defines quality and its is promised by organization.
Reputation of company is built on the basis of quality and hence, its commitment is on for
continuous improvement which ensures that promise made by entity is adequately delivered
(Fine, 2017).
Smart objective of Colgate: Organization focuses on improvement in revenue by 15% in
upcoming year.
SWOT Analysis:
STRENGTHS WEAKNESSES
 High brand recognition: Colgate
pertains high brand visibility due to its
excellent advertising strategies. It
leads to improvement in brand loyalty
of customers.
 Improved product line: Entity offers
various categories of products, that is,
personal care, households, as well as
oral care.
 Enhanced market share: With
application of effective penetration
strategies, company managed to hold
high share of market. It helped an
organization to be a market leader and
enhanced opportunities for brand
 Inefficient cost control: Cost of
operations of Colgate is high which
leads to decrement in its profitability.
 Highly depend on one category:
Colgate incorporates high dependence
on single category product which is
‘oral care’.
 Invests less in technologies: Entity
focuses less for alignment with
technological transformations which
serves as a hindrance in its expansion
plan.
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extension.
OPPORTUNITIES THREATS
 Untapped markets: Although Colgate
is an international player, still, there
are various areas which are untapped
yet. Company can focus on such areas
and expand its operations. Hence,
entity should focus on emerging
markets.
 Expansion of product line: Company
can improve its sales by creating more
offering for customers by improving
its product lines (Holbrook, 2018).
 Increasing competition: Improvement
of highly competitive brands serves as
improvement of threat for company as
its sustainability is risked through it.
 Ethical issues: Another threat for an
organization is increasing concerns on
its ethical concerns. As company was
questioned on utilization of animal
testing.
Marketing mix:
Marketing mix can be defined as a marketing tool which is utilised for achieving
objectives of an organization and it also improves profit of business. It contains for elements
which are:
Product: This element of marketing mix describes nature, size, colour etc. of products
offered by company. In context to Colgate, products ranges offered by entity are toothpaste,
mouthwashes, toothbrushes, whitening kits, sanitizers, etc. It primarily serves in hygiene care
sector.
Price: Selling price of products of company is evaluated in accordance to customer
demands and business goals. Pricing strategy adopted by Colgate is ‘competitive pricing
strategy’. as it sets its price usually higher as compared to its competitors (Kassambara, 2018).
Place: In this element, area of operations and distribution of business is analysed. Colgate
is United States based company which serves globally. Hence, products of company pertain wide
availability which enhances its products availability and recognition in market.
Promotion: In this, strategies of advertising and promotion are determined by
management of an organization. It enables policies which company adopts for the purpose of
improving its customer attractiveness and communicating its core competencies to customers.
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Various channels adopted by Colgate for promoting its products are billboards, television
advertisements, magazines, newspaper ads and social media promotions.
STP Analysis:
Segmentation: This strategy involves selection of division of market into homogeneous
segments for the purpose of evaluating effective market segment. Demographic segment is
considered by marketing manager of Colgate (Mankiw, 2020).
Targeting: It indicates selection of appropriate target market with the motive of
improving profitability of an enterprise. Colgate targets on the basis of income,
Positioning: It pertains activities which is performed by company to position its product
in customers’ mind. Colgate positioned itself as high product o high quality.
Budget:
Advertisement exp. 3500
Packaging 2000
Wages 9000
Transportation exp. 3000
Warehouse exp. 5500
Total 23000
Monitoring and conclusion:
After completion of above strategies of marketing plan, management of Colgate should
focus on monitoring business activities to evaluate whether it is performed in accordance to
estimations. It helps managers in identification and limitations of loopholes or limitations.
M4 Production of detailed and evidence-based marketing plan for an organization:
Marketing plan refers to detailed analysis of activities that is to be conducted by marketing
department of an organization with the motive of increasing sales. Marketing plan of Colgate is
stated above which indicates that vision of company is value enhancement and its mission
pertains improvement in quality of its product and increment of brand reputation. Swot analysis
of company states that high brand recognition is its strength and non-alignment with technology
serves as weakness. While increasing competition is threat and untapped market provides
opportunity to an organization. Demographic and psychographic segmentation is applied by
company while targeting in done on the basis of income and quality preference (McMurtry,
2017).
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D2 Designing a strategic marketing plan which applies utilisation of 7Ps for achievement of
marketing objectives:
For the purpose of achieving objectives of an enterprise, various tactics or strategies is
applied by Colgate. This strategy involves evaluation of 7 Ps which indicates, product, price,
place, promotions, person, physical evidence and process. Product indicates service or good
which is offered by Colgate. Pricing strategy adopted by company is strategy of competitive
pricing. In context to place, organization serves worldwide. Promotion strategies adopted by an
enterprise is televisions, digital media, and newspaper advertisements. Skilled people are
employed by firm with the motive of efficiency enhancement. Process of manufacturing that is
incorporated in Colgate involves application of latest technologies. Packaging and other
customer touchpoints are involved in physical evidence (Nirschl and Steinberg, 2018).
CONCLUSION
From the above report it can be concluded that marketing is an essential approach which
is utilised by enterprise to promote its product in market. It states that there are various roles or
responsibilities incorporated with marketing department of an enterprise. Further, this report
indicates that marketing responsibilities as well as roles are interrelated with another functional
units of business, such as, finance department, human resource department, organizational
department etc. marketing mix is an effective approach for enhancement of marketing activities
which involves framework of 7Ps that is. Product, price, place, promotion, physical evidence,
people as well as process. In addition to it, marketing plan is conducted by an organization for
effective achievement of goals of an entity. It involves overview of vision, mission, swot
analysis, stp analysis, marketing mix, budget and monitoring or controlling activities.
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REFERENCES
Books and Journals:
Abbate, S., 2017. Text und Konzeption im Content Marketing: Alle wichtigen Grundlagen für
Print, Web, Corporate Blogs und Social Media. Springer-Verlag.
Chang, C. T. and Chen, P. C., 2017. Cause-related marketing ads in the eye tracker: it depends
on how you present, who sees the ad, and what you promote. International Journal of
Advertising. 36(2). pp. 336-355.
Eagle, W., 2019. YouTube Marketing for dummies. John Wiley & Sons.
Eng, P., 2017. Online-Marketing-Grundlagen. In Erste Schritte im Online-Marketing (pp. 1-2).
Springer Vieweg, Wiesbaden.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal: Die Positionierung
ausgewählter Social-Media-Plattformen. Springer-Verlag.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Holbrook, M. B., 2018. Creating value: the theory and practice of marketing semiotics research.
Kassambara, A., 2018. Machine Learning Essentials: Practical Guide in R. sthda.
Mankiw, N. G., 2020. Essentials of economics. Cengage learning.
McMurtry, J., 2017. Marketing for Dummies. John Wiley & Sons.
Nirschl, M. and Steinberg, L., 2018. Steigende Bedeutung des Influencer Marketing im
Marketing-Mix von Unternehmen. In Einstieg in das Influencer Marketing (pp. 1-3).
Springer Gabler, Wiesbaden.
Palmatier, R. W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Pförtsch, W. and Sponholz, U., 2019. Das neue Marketing-Mindset. Springer Books.
Tarka, P., 2017. Managers’ beliefs about marketing research and information use in decisions in
context of the bounded-rationality theory. Management Decision.
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