Marketing Essentials: Roles, Responsibilities, and Marketing Mix

This document discusses the key roles and responsibilities of the marketing function, how they relate to the wider organizational context, and the ways different organizations apply the marketing mix to achieve business objectives. It also includes a basic marketing plan for an organization. The subject is Marketing Essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................................3
LO1..............................................................................................................................................................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.......3
LO2..............................................................................................................................................................3
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.....................................................................................3
LO3..............................................................................................................................................................6
P4 Produce and evaluate a basic marketing plan for an organisation.....................................................6
CONCLUSION...............................................................................................................................................9
REFERENCES................................................................................................................................................9

INTRODUCTION
Marketing is one of the most essential activity that is being performed by any of the
entity for attaining their goals and target. There are number of activities that are being performed
under marketing which relates with advertising, distribution of goods and many more. All of this
activity plays the huge role for business entity as it certainly gives direction to attain the targets.
In context of the file, the chosen entity is Nestle is Swiss based multinational company which has
been performing its business activity quite effectively. The company was founded in the year
1866 by Henri Nestle. The headquarter of the company is located in Vevey, Switzerland.
Company mainly deals in food processing sector for attaining their targets.
As per the requirement of assignment there are some of the important questions which
will be explained in detail and those questions relate with key roles and responsibility of the
marketing functions. Along with this, marketing mix will be discussed upon two different
organisations. At the end marketing plan will be prepared for effective result.
LO1
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
LO2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix can be explained as the process in which organization tries to form
effective plans and strategies so that they can promote the products of a company for attaining
the targets. This is also crucial because it will allow to identify the company like Nestle that what
are those products and services that company must offer to their potential customers. Talking
about Nestle, there are number of rivalries for the company in current situation but the major
rivalry for the entity is Unilever which is performing quite effectively for attaining their targets

on specified time period. The comparison between both of this company in the form of
marketing mix has been explained below:
Marketing Mix Nestle Unilever
Product It is the area of manufacturing
that company manufactures for
their customers. Different
types of products are being
offered by Nestle such as baby
food, medical food, breakfast
cereals, coffee, tea and many
more (Blythe and Martin,
2019).
There are wider range of
products that are being offered
by the entity like Unilever
which is the main reason that
their revenue is increasing at a
rapid speed. Some of the area
in which they deal are Food,
Soft drinks, household
products and many more.
Price Although, company can
perform effectively in the
market but still pricing
strategy always plays the
crucial role for them in
attaining the targets on
specified time period.
Organisation like Nestle used
Varied pricing strategy where
price for different types of
product depends upon its
quality and size. It totally
depends upon the requirements
of customers.
Unilever is one of the
organisations where they have
to face higher competition as
compared to Nestle. Looking
at the requirement of market
they use competitive pricing
strategy so that goals and
target can be accomplished
(Gupta and Nair, 2020).
Place The place of business always
matter for the business as it
helps to decide that whether
company will be able to
Company like Unilever has
been dealing in different part
of the world. Company is
trying to reach to the

accomplish their goals and
target or not. Nestle is dealing
in eighty different nations
where they are tying to reach
to each of the rural and urban
area for attaining the targets. It
means that they have higher
market presence for attaining
the goals.
maximum number of customer
where retailers are the primary
source for breach up to
maximum number of
customers.
Promotion Promotion always helps the
company in attaining effective
result for the company and in
the similar manner, nestle is
also benefitted from this type
of activity (Haywood, 2019).
Here, company uses the
extensive advertising strategy
for attracting the customers.
Also, company uses hoarding,
online adds for promoting
products.
The main source of promotion
for the company is
advertisement, sales
promotion, developing
relations and direct marketing.
.
Physical evidence The physical evidence of the
Nestle seems to be in the
nature of packaging and
promotional tools. Both of this
activity helps the company to
attract more number of
customers through which
targets can be accomplished
easily.
Company like Unilever
believes upon selling their
product through attractive
product through their
packaging which are easily
identifiable for the customers.
Mainly, their physical
evidence is seen through the
design of a product of a

company.
Process For company like Nestle,
process plays the crucial role.
The main process on which
they focus is to educate the
customers about the product
and services they offer to their
customers. Also, trying to
resolve any of the problem in a
very short time period is the
major focus of their company.
The barcodes on each of the
product makes easy for the
customers of Unilever to
perform their business activity
(Hidayatullah and et. al.,
2019). Also, the operational
support for conducting any of
the activity is the key reason
for their success in recent time
period.
People The employees working within
the company always plays the
crucial role in attaining the
targets of the company. In the
similar manner Nestle, it is
trying to develop healthy
relation with employees by
working to fulfil their all of the
requirements on specific time
period.
The company like Unilever
has well expertise and
professional who have huge
knowledge to deal with
customers. Also, company
works for providing proper
training to their each of the
employees so that goals and
target can be accomplished
(HR and Aithal, 2020).
LO3
P4 Produce and evaluate a basic marketing plan for an organisation
It is necessary for any of the company that they should perform effectively in the market
so that goals can be accomplished but it is equally important that blueprint should be prepared. It
is crucial because it can guide that what are those decision due to which goals can be
accomplished. Here, company like Nestle should be able to prepare their marketing plan to

decide about the activity which they are going to conduct in future time period. The detail
explanation to the marketing plan is explained below:
Executive Summary: Nestle is itself a global brand which has been able to deliver the
high quality of food products to its customers. Currently it has been dealing in more than eighty
country which itself shows that how strong market they hold in current position. The main reason
behind the strong based market is its marketing strategy and the working style for manufacturing
any of the product.
Mission: To deliver the world class services to its customers with the help of delivering
high quality of products and services in which they are focusing constantly.
Vision: To be valued at the top position in the food producing sector by developing
effective relations with their customers.
Objectives:
 To meet out the expectation of each of the stakeholders who are the part of a company so
that higher trust can be developed (Kuntonbutr, 2019).
 To develop the product and deliver them to customer as per the demand or requirements.
 To enhance the overall profit percentage in the company by 10 to 15% in upcoming six
months.
STP strategy: It is among the popular strategy that are being formed by different types of
organization in current situation for the purpose of reaching the maximum number of customers
in a very short time period. This strategy is based on Segmentation, Target and Positioning of the
company. It can be one of the strategic moves for the Nestle which can easily allow them to
accomplish their goals and target on specific time period. The detail discussion has been
presented below:
Segmentation: Talking about Nestle, it is among one of the nation that has been dealing
in more than 80 different nations which means that they are currently using geographical
segmentations for selling of their products. The sale always depends upon the nature and income
of the people of any specified nation. In addition, it helps to analyse about the market in detail
which is quite important.

Targeting: It is also important phase within any of the STP process which comes just
after ending segmentations where company like Nestle will try to target their potential customer
who can allow them to accomplish the goals. The target of Nestle is from different category
where product will be formed according to poor, middle class and upper class (Paurva, 2019).
Positioning: It simply means to develop the positive image of the brand in front of the
customer for which Nestle needs to deliver high quality of product within the suitable price
range. Also, all of the requirement of the customers must be fulfilled so that general customers
can be converted into loyal customers.
SWOT analysis:
Strength weaknesses
 The market presence of Nestle in more
than 80 nation shows that how strong
the company seems to be in present
scenario.
 Company also targets lower class
people where they offer the product at a
very minimum price
 Currently, company is working
according to low cost strategy which is
not allowing them to generate the profit
as per their assumptions.
 Due to the effect of Covid-19 company
has seen significant reduction on their
sales because of lack of production
plans in different nations (Chernev,
2019).
Opportunities Threats
 There are number of products of Nestle
where customer wants some of the
changes and if they will be able to do
so then there is a probability that
company can earn more profit.
 Even there are some of the African
nation where company is not
performing at the moment and with the
help of joint venture with local
 The major threat for the company is
Unilever which is also able to deliver
high quality of product at a very
reasonable price.
 Frequent changes to the law and policy
sometimes creates issues for the
organisation as failure in this imposes
huge penalty.

companies they can easily do so.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing outlay 15000 1000 3000 5000
Sales publicity 2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Controlling: It is also the crucial part of the business plan which
explains that organization like Nestle can achieve success only in that respective situation where
their management is able to monitor the performance of every individuals working within the
entity (Proctor, 2020). It is needed because it will allow to ensure that performance of every can
be improved for attaining effective results.
CONCLUSION
From the above discussed report, it can be clearly understood that marketing essential is
quite important for any of organisation for attaining their target. It simply allows to identify the
relations that needs to be developed between organisation and the different department of the
company. Marketing mix is quite effective because it gives the idea that how an organisation
needs to plan each of the marketing activity for sustaining within the market. At the same time,
marketing department needs to develop healthy relation with different department because it is
the only way through which goals and target can be accomplished.

REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019), p.78.
Hidayatullah, S. and et. al., 2019. The effect of entrepreneurial marketing and competitive
advantage on marketing performance. International Journal of Scientific and
Technology Research, 8(1), pp.297-1301.
HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML), 4(1), pp.191-218.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global Business
Accounting and Finance Review, 2(1).
Paurva, S., 2019. Essentials of marketing research.
Chernev, A., 2019. Strategic Marketing Management-The Framework. Cerebellum Press.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview. Routledge.