Marketing Essentials: Roles and Responsibilities, Marketing Mix, and Marketing Plan

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of marketing function.........................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Compare the ways in which different organisations apply the marketing mix to marketing
planning process to accomplish business objectives...................................................................3
TASK 3............................................................................................................................................6
P4. Produce and evaluate a basic marketing plan........................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a commercial process which plays an important role in the success of a
business enterprise. Although marketing consist of several activities, its veritable purpose is
fulfilling consumer needs. Therefore, marketers must excel in acknowledging consumer
behaviour in reference to implement a much more efficient marketing plan than its rivals. Along
with this there are several marketing essentials like advertising, promotion and sales techniques
which assist the firm to offering information about its goods and services in market. For the
completion of this report Unilever is the firm which is considered. It is a British-Dutch
multinational consumer products organisation (Ganjre, 2019). This establishment was
incorporated in 1929 and is headquartered in London, UK and Rotterdam, Netherlands. It
specialise in food products, sweets, energy drinks, baby food, soft drinks, ice cream, beauty
products, personal care, medicine and pharmaceutical healthcare products etc. Respective
document will consider information about roles and accountabilities of marketing function and
this division interrelate with other functions of organisation. Moreover, different elements of
marketing mix and marketing plan will explains by considering several components.
TASK 1
P1. Explain the key roles and responsibilities of marketing function
There are several roles and accountabilities are performed by marketing department in a
company like Unilever. They are explained as under:
Gathering and analysing marketing information- It is considered as a important role of
marketing function because it assist in gathering data from market about want and preference of
consumer towards commodities and services that are offered by establishment. In Unilever, the
administration of the firm collect data about target audiences’ needs and demands so that they
can provide facilities as per them. When they are aware with the people’s requirements then they
take several decisions towards successful marketing of it commodities and facilities (Malik,
2019). In this form marketing play an effective role in gathering data so that the enterprise can
aware with the demands of market and venture can manufacture goods as per market or customer
need.
Marketing planning- It is a vital responsibility of marketing division because it assists in
improving revenue, manufacturing and promotion of firm. In Unilever, the management of the
1

firm design and frame plans and policies for the marketing of goods and facilities of venture.
They formulated sales plan of action to develop sales of the organisation that are offered by the
firm to its prospective target audiences. They frame plan as per advertisement tools so that they
can familiar consumer with their goods and services.
Branding- It is an activity of proving a brand name to goods and service to make it different
from its competitive products and facilities. In Unilever, the management of the firm utilise
several tools and techniques that are associated to branding of its commodities so that customers
are familiar with organisation and its commodities and facilities that are providing by it. This
firm operate its business (Cluley, 2018). This firm offer several products and services more than
400 brands by using the brand of it so that those products are acknowledged as the brand of this
venture. Because it is well known firm and it led to increasing the income of the enterprise.
Promotion- It is a process of offering information about the goods and services that are
offered by respective venture through utilising several promotional channels. In Unilever, this
aspect of marketing plays an important role in creating awareness about the goods and services
of the organisation. For this, marketing function use diverse advertisement tools like social
media, web advertisement, news paper, TV and many more. This help in increasing sales and
customers base and in Unilever, marketing department of this venture play an effective role in
accomplishing business objective of it by using numerous publicity tools.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
There are several roles and responsibilities that are considered by marketing function in
reference to accomplish objectives of Unilever. In addition to it, marketing function also
interrelates with other function of this firm which explained as below:
Marketing with Human resource- Marketing division of Unilever interrelate with HR
function for several motives. Marketing is all about branding and aware consumer about the
goods and services of establishment. Marketing and human resource both functions are relate to
each other because when the marketing function need employees to fill the vacant posts of this
department. Then, Human resource manager hire skilled candidates by using effective methods
of recruitment (Hair Jr, Page and Brunsveld, 2019). Whereas marketing division is relate to HR,
when this division offer notification and information about vacant position then they utilise
marketing channels. So that can aware applicants about the job role and requirement related
2