Marketing Essentials: Roles, Responsibilities, and Strategies

This document discusses the key roles and responsibilities of marketing functions, how marketing relates to different departments in an organization, and the use of marketing mix for achieving organizational goals. It also provides a marketing plan for Coconut Bliss, a company dealing in ice creams and milk products. The document emphasizes the importance of marketing in business success and growth.

Marketing Essentials

Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK1 .................................................................................................................................................3
P1 key roles and responsibilities of marketing functions ...............................................................3
P2 how marketing related to different department of organisation ................................................4
TASK 2 ................................................................................................................................................5
P3 use of marketing mix for achieving organisation goals .............................................................5
TASK 3.................................................................................................................................................7
P4 Marketing plan...........................................................................................................................7
CONCLUSION ...................................................................................................................................9
REFERENCES...................................................................................................................................10

INTRODUCTION
Marketing is that strategy of business which is use to attract customers towards the
products of company. This is a process of establishing a relationship between customer and
company by which company can sell its product to customer by satisfying their needs(. marketing
function has various activities which are advertisement , market research etc. Coconut Bliss is the
key focus in this project. This was found in 2005 with a mission of blissful experience for all
human being .
TASK1
P1 key roles and responsibilities of marketing functions
Marketing
it is the process of attracting customers toward organisation product by different tools of
marketing which are advertisement, sales promotion, analysing market, etc.
Roles and responsibilities of marketing function
Financing : The first responsibilities of marketing function is to promote barned image of
company this is because every customer know company by there brand name (Babin and Zikmund,
2015). Coconut Bliss have a good brand image in UK but it is not that big by which company can
take any competitive advantage in long run so they should focus on fulfilling this role of marketing
in there company for achieving big brand image by using financing as tool because strong financial
company have strong brand image.
Distribution channel : Distribution Channel play important role in as Many of organisation
get failed because lack of information of product to customer. These informations are about size,
quality and key ingredients of product which are left out in previous function. Coconut Bliss has
variety of products with different key ingredient and company is use that distribution channel wich
provide all information of product to there customers.
Product designing and development : This is that function of marketing in which product
related decisions are taken. marketing function play an important role in introducing new product in
market as new product require to seek attention of customer which can only possible by tool of
marketing which is advertisement. Coconut Bliss fulfilling this responsibility properly by
advertising there product to customer.
Market information : It is that part of marketing function which helps the organization in

getting information about market where it what to sell/selling its product It is that role of marketing
function which provides market information to business by which a firm can use its resources for
expansion and growth(Campbell, Martin and Fabos, 2018) . Coconut Bliss using its sources for
identifying taste of consumer and manufacturing product according to it .
Customer support : It is that part of marketing function which deals with quarry, complain
and feedback of customers on company's product . It has a major role in customer satisfaction.
Coconut Bliss have to fulfil this responsibility as they are dealing in food products which will
never same in taste and quality which can give arise to consumer dissatisfaction so company must
take suggestion form there customers in a way of feedback for continuous improvement.
P2 how marketing related to different department of organisation
Marketing have different relationship with other department of organization. These relations
have different type of roles and responsibilities for the function of marketing which it has to be
fulfil for betterment and growth of organization. In context of Coconut bliss , they also follow this
function by establishing coordination in organization which facilitate complete follow up of roles
and responsibilities of with other department of firm.
Marketing with finance : Marketing and finance are always interlinked in any organisation
as without marketing there is nothing to finance and without finance there will no marketing.
Coconut Bliss deals in variety of products with different quality and flavour that make them unique
and attract customer which ultimately leads in increased profit of firm(Lanier and Lanier, 2017).
This increase will also attract finance department which force them to invest more in marketing
department of company.
Human resources and marketing : human resources are those resources of any company
which are most vital for it . In Coconut Bliss there is an staff of 11 to 50 employee which is their
strength . Human resources are essential for function of marketing because tools of marketing
requires skilled employees who are able to do mouth publicity of company which can attract
customers.
Marketing and Production : there is a close relationship between marketing and
production department of company this is because marketing of product can only be done after
production of it(Steven, 2016). In Coconut Bliss these functions are closely examine as they are
dealing in food product which can not be produce in large quantity because of lack of durability so
marketing of those product is done according to there production for eliminating failure of business
process.

Marketing and research : Research is that department of firm which analyse the market
situation and help business to work according to business environment. Both the department of
Coconut Bliss are interlinked to each other as company first analysis market situation and than use
the tools of marketing for attracting there customer(Larson and Draper, 2015). In market research
Coconut Bliss use the techniques which are related to identifying taste of consumer and product of
competitor. This will help them in using right tool of marketing in promotion of there product.
IT (websites) with marketing : Today online marketing is an emerging trend in global
business as everyone is selling online. online platform is also used by marketing function as online
marketing . Coconut Bliss using this responsibilities perfectly as the have good combination
between both IT department and marketing department. They using IT sector by marketing there
product online.
TASK 2
P3 use of marketing mix for achieving organisation goals
Basis Coconut bliss Nestle
Product Coconut Bliss was introduce in
2005 which mainly deals in ice
cream which come in form of
bars, pints and cooking
sandwich. There main products
are dark chocolate burst , red
velvet , strawberry love and
naked coconut. (Larson and
Draper, 2018)
Nestle entered in market in
1995 which sells baby food, ice
cream , chocolate , packed
food, tea and coffee. Nestle
have variety of products in
today market . With average
10th product in world.

Price Price of coconut bliss are
according to there product. It
have both high range products
as well as low range of products
according to there customer
Nestle has also different price
range according to need of
customer or target market. But
in some product like Maggi
noodles it have monopoly in
market because of there patent
in taste. Nestle has also
monopoly on baby food but
company remain its prices
constant for customer
satisfaction.
Place Coconut Bliss does not deal
globally but they have a good
here main products are dark
chocolate burst , red velvet ,
strawberry love and naked
coconut. distribution channel
for delivering there product to
customer but they have non
durable product so they have to
make it fast.
Nestle is dealing in nation to
nation which require a great
channel of distribution of there
products . Nestle have that
much product distribution
channel which help company to
meat demands globally(Nirschl
and Steinberg, 2018).
Physical evidence Coconut bliss is currently
operating with 5 stores. It has
employed 11 to 50 employees
in there organisation and
operating at low level(Rowley,
2016).
Nestle have its presence since
1995 in global environment it
have numbers of outlets with
thousands of products so it is
totally present in today's
environment.
Promotion Coconut user different type of
strategy in promoting there
product these strategies are
online marketing , advertising
and mouth publicity of there
product.
Nestle also use same strategy to
promote its product but it have
global presence that's why it
have to allocate large amount of
fund to advertisement and
promotion of its product in
global market..

People Coconut bliss have a small
group of people with total 50
individual in whole company.
This small number facilitate
firm to work smoothly with full
control.
Nestle have a large number of
people in its functioning it have
CEO, mangers, supervisors, etc.
which elaborates that it have it
have large number of group
inside.
process Coconut Bliss have a simple
and fast process in there
organisation as they are
working at low level and have
key focus specialization in
work and customer
satisfaction(Perreault 2018).
Nestle have rigid and complex
process as it follow some strict
rules and regulation which
made its working complex .
Nestle follow these rules as it is
working in global environment
where chance of fraud is more.
TASK 3
P4 Marketing plan
Market plan is that framework which is used by business to make a marketing strategy to
attract there customer and achieve there predetermined objectives and goals. This will help
business by analysing market and providing growth opportunities to the firm(Pike, 2015) . In
context of Coconut Bliss, a manager can use this plan for finding positive and negative impact of
external environment on business.
Overview of firm
Coconut Bliss founded in 2005 and it deals in ice creams and milk product. It have total staff
of 50 employees who are engaged in working ether directly or indirectly. Company's main products
are dark chocolate burst , red velvet , strawberry love and naked coconut.
Mission : “We will transfer integrity by inspirational business practices and Olympian plant-based
creations.”
Vision : “blissful experience for all human beings”
marketing objectives : company have two major objectives that are
 Increasing market share by 25 percent in next one year.
 Introducing new product “choco truffle feast” in market.
STP approaches

IT is that process which a business use by for making its business plane more effective .
This is done through three methods which are stated bellow
Segmentation : Segmentation refers to that tool which a management use to divide and
identify its target market for making effective marketing plan and targeting specific customers of
that particular market. Segmentation is done according to firms product.
Targeting : Targeting is next function after segmentation in which company target
customers which are identified in segmentation, these customers are now targeted by company by
matching their behaviour(Purvis, 2016).
Positioning : It is last stage of this approach. In these stage company now focus on placing
its resources at right job for attracting customers this stage includes discount, rebates, etc. for
achievement of marketing objectives
SWOT Analysis of Coconut Bliss
Strength Weakness
 Differentiation in there product is the
main strength of Coconut bliss.
 Strong distribution channel is also a
strength of Coconut Bliss as they can
deliver any ware.
 Main weakness of coconut bliss is
company have large number of
competitor in market who are performing
at large scale .
Opportunities Threats
 Company has a great opportunities to
expand its business globally to other
continents which will impact positively
on company by incline in profit .
 Because of rise in input cost like milk
company have an threat of increased
production cost.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 12000 8000 5500
Initial money 10500 8000 5000 6500

Total 21500 20000 13000 12000
Marketing
outlay
16000 2000 3500 5000
Sales
publicity
2200 2500 2000 800
Direct selling 4800 3500 1500 2200
Promotion 5000 2000 7000 2000
Total 28000 10000 14000 10000
Control & monitoring
After the completion of budget the next motive of the manger is to start regular monitoring
and control over organizational activity this is because after the allocation of budget there is an
dramatic increase in wastage of resources . For preventing this wastage of resources manager starts
monitoring and controlling the organisation.
CONCLUSION
Form the above stated report it can be concluded that by using proper marketing strategies
company can effectively gain competitive advantage in long run by attracting costumes in large
number. Company can also increase its market share by a effective market plan and launching of
new product will be easy for company in long run. Motivation in employee of organisation can be
boost because good marketing increase profitably in organisation which help in motivating
employees. A sound marketing plan also help a company in implementing its per determined plans
which are ling with company top level management. In the end it can be conduced that marketing is
an essentials for company.

REFERENCES
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings. Business Expert
Press.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Larson, J. and Draper, S., 2018. Digital marketing essentials. Publishing by Edify.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
Wiesbaden.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Rowley, J., 2016. Information marketing. Routledge.
Steven, P., 2016. Destination marketing: essentials.