Marketing Roles and Responsibilities at Heinz: A Case Study

Explore the key roles and responsibilities of marketing at Heinz, understand the interrelation with organizational functions, compare marketing strategies of Heinz and Nestle, and develop a basic marketing plan for Heinz.

Table of Contents
Introduction.................................................................................................................................................2
Task 1..........................................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function in relation to Heinz.................3
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context......5
Task 2..........................................................................................................................................................7
P3. Compare the ways in which Heinz and Nestle apply the marketing mix to the marketing planning
process to achieve business objectives...................................................................................................7
Task 3........................................................................................................................................................10
P4. Produce and evaluate a basic marketing plan for HEINZ.................................................................10
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14
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Introduction
In the era of modern business, marketing has become a very crucial tool for the organizations.
The major factors included in this are the clear understanding of the market, better knowledge of
demands of customers and providing best possible quality to the consumers. The following
assignment covers a case study of a business organization named Heinz situated at UK. Heinz is
an international food industry brand. The main reason behind the huge success of Heinz is its
customer focused approach. It also covers the roles and responsibilities of marketing function
and its interrelation with each other.
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Task 1
P1. Explain the key roles and responsibilities of the marketing function in relation to
Heinz.
We can define marketing function as that role of the business organization with the help of which
it identifies and accordingly source those products for market which have the capability to
progress in future and after that it helps the business organization in promotion also. Marketing
functions are usually common in moist of the organizations including Heinz also. The marketing
functions in Heinz includes marketing research, then product plan, the process of development,
its promotion, sales of the product, and finally financing the services of customer etc. In addition
to this various responsibilities are also attached with the marketing function of the organization.
These are the responsibilities which in long run become the reason behind the growth of the
organization like Heinz. It also consists of management of strategy, research of the market,
support system for sales, development of product, team financing, its distribution, and also
human resource development etc. Each marketing function has its own role and different from
each other which helps in the growth of the company. The main role and responsibilities of
marketing functions are research of the market, finance, developing the product, proper
communication, its planning, then promotion and finally selling. If we talk about interrelation
between marketing function and other organizational functions then yes, there is a close
interrelation between the two. The explanation of the interrelationship between the other
organizational functions and marketing functions can be understood better as, the marketing
functions also happen to be the integral part of the business organization itself and therefore
other departments of the organization as well as the functional units of business becomes
connected with each other. In other words we can say that in order to be performed effectively,
marketing functions need to be backed up by other important departments of the organization as
well. For example, in order to plan and implement a marketing plan, a business organization
needs the financial support of the organization and also the supervision of human resource
department, sales department and finally production department of the organization as well. Also
in case where the marketing team of company thinks of offering discounts such as buy 2 get 1
absolutely free then it needs to have it discussed with the finance as well as the production
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department of the organization first. In business organizations, the marketing functions are said
to be entirely different entities but in order to increase the profit of the company each and every
department and function are interlinked with each other. As the main purpose of every business
organization is to increase the sales thereby increasing the profit of the company which is
possible only with the equal participation of all the operational departments of the organization
together at the same time. For the successful execution of the marketing plan, appropriate budget
is provided by the finance department. To fulfill the demand of products and its supply,
production department in association with logistics departments do the needful. After whole
market research and in accordance with the latest market trends, human resource policies are
generated. Therefore it can be said that all the functional units of the organization work together
in order to make the marketing plan successful (Lewis, 2013).
(Source: https://www.slideshare.net/DavidWaggema/global-strategic-marketing-introduction)
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P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context.
Various functions like advertising of product, its finance and distribution system are included in
the marketing functions. In the wider organizational context, its roles and responsibilities can be
explained in terms of its key elements which are as follows:-
Research: It plays a very important role in the business organization. No business is possible
without the successful market research therefore it is said to be the most important marketing
function. It is the research with the help of which all useful information is gathered related to the
business process. Research not only helps in getting the information, but it also helps in
achieving logistics, raw materials, finance, resources as well as other prospects of business.
Therefore it can be said that research is very crucial for any business.
Strategy: After having researched all the valuable information and data, it is being analyzed in
order to judge all the possibilities and its various strengths and weaknesses for the business
organization. According to this data, strategies can be planned and made which can be utilized
by the organization. These strategies then help the organization to compete and succeed in the
competitive market. Only those possibilities which appear to be realistic are considered while
making strategies.
Planning: The next important marketing function of business organization after research and
strategy making is planning. It includes financial planning, forecasting sales figure, its
distribution, communication and various other factors important for business.
Tactics: Tactics is the final crucial role of marketing function of any business. In order to attract
more and more customers, some small short term plans are made which are called tactics. By
implementing these, target customers are attracted. It involves various limited period offers and
discounts such as buy one get one free like schemes. It helps in overcoming competition and
increases the sales.
Now we will explain the interrelation of the key functions of marketing with other organizational
functions by following:
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As we have seen marketing functions and other operational units of business are very closely
related with each other. In order to explain it better, we can take an example of connection of
finance department and marketing department. Economic resources are required by the
marketing functions so as to implement, plan, research and to evaluate the marketing strategies,
which in turn is provided by the finance department of the company. Without communicating
with finance department, marketing function cannot work properly. In the very same way, in
business organization also, all the functional units are interdependent on each other. In order to
make a marketing plan, marketing function requires the useful and accurate information about
the product from the production department. After that, they need human resources from the
human resource department of the company. Economic help is provided from finance department
and various logistics are made available from distribution network. Thus it can be well
understood and said that marketing function and all other functional units of business are
interrelated with each other for the successful operation of business organization (Pike, 2015).
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Task 2
P3. Compare the ways in which Heinz and Nestle apply the marketing mix to the
marketing planning process to achieve business objectives.
The main purpose of applying marketing mix in the marketing planning is to achieve the goals
and objectives of business. Different business organizations apply marketing mix through
various different methods. The method used depends on the size of the company as well as the
market, and product and services being offered by the company. With the help of marketing mix
marketers become able to understand the product. The main focus of the application of
marketing mix in marketing planning is the dimensions of the product, place where it will be
sold, its pricing structure and its activities related to promotion. It also focuses on delivery
process, physical evidence and people (Kotler, 2012).
Heinz Company which is a food processing industry is basically an origin of America. This
company has been ranked the top most in its main product that is Ketchup. It applies its
marketing mix in the following ways:
Product: Heinz has now become an international brand. Initially it started its product kit with
only Tomato Ketchup. But later on many other food items such as Salad Cream, baby food and
various ready to serve food items were also added in its product portfolio. It markets Heinz
baked bens and Heinz baby milk in the United States.
Place: Heinz has now become one of the top most food and beverage brand and is being spread
all over the world. The products of Heinz Company are marketed in around 200 countries all
over the world. The main headquarters of Heinz are located at Pittsburgh, Pennsylvania in US. It
has its factories in various countries including US, Oregon, Canada, UK, India, China, Indonesia,
and Ontario, Australia. The distribution network is efficient and quick. It makes its products
available for consumers in markets, grocery store and supermarkets.
Price: Due to tough competition with other similar companies, Heinz has adopted its competitive
pricing policies. It has kept its prices almost near to the prices of products of its competitors.
Various factors are being researched over by Heinz before deciding the prices such as the
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demand and amount expected by consumers. The reasonable strategy of pricing has been adopted
by Heinz by offering high quality at affordable rates.
Promotion: In order to create its positive brand awareness, Heinz has adopted various marketing
policies. For this, a thorough research has been conducted by Heinz. In order to make consumers
aware of its products, Heinz has launched various sampling campaigns. To make this possible it
has used various media like electronic, print media as well as social media. Facebook, Twitter
and Youtube are actively used by Heinz in addition to posters, magazines, newspapers, television
channels and radio stations.
Process: The products of Heinz are made available to consumers with a smile in order to create a
better buying experience for them.
People: The management staffs and employees is all part of this and are very essential for Heinz
(Kotler, 2012).
The strong product line of Nestle makes its marketing mix a strong one. Following are the ways
Nestle applies its marketing mix:
Product: The product portfolio of Nestle includes 4 main strategic business units. These are
beverages, Milk and milk products, prepared dishes, and chocolates. Among beverages Nescafe
is very popular and among prepared dishes magi is widely loved and liked. These two are the
major contributors of this brand. The products of Nestle are of appreciable quality and hardly any
complaints are found against them which are achievement for this brand.
Price: Nestle decides the price of its products according to its demand. For example, Maggi and
Nescafe are widely loved. Therefore, a little increase in the price will not affect the customers as
these are the most liked products of Nestle. These products are available in different sizes and
sachets according to the needs of the customer.
Place: FMCG distribution strategy is followed by Nestle. It has a strong distribution channel with
good sales networking. In order to keep the channel motivated, regular trade discounts are
offered by Nestle.
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Promotion: We all remember Nescafe tunes. Nescafe made its presence strongly in the market
due to that advertising campaign. The recent magi story is yet another good advertising
campaign by Nestle. Nestle rocks at all places and has its strong appearance everywhere though
advertisements and promotions (Bhasin, 2018).
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Task 3
P4. Produce and evaluate a basic marketing plan for HEINZ.
Heinz is a brand in the field of global food industry. It markets and manufactures branded food.
It is mainly known for its ketchup all over the world. It holds the top position in most of the
countries. The estimated value of Heinz brand is around $20 billion. Two-thirds of the annual
sales is on the accounts of the 15 most powerful brands of Heinz. It is the most dominant brand
in its origin country that is US. Heinz is continuously making efforts in order to distinguish itself
from other similar companies in order to maintain its quality and brand name. Its Chairman
Statement is “I am convinced that quality and innovation are the way forward for Heinz.” We
can develop a basic marketing plan for Heinz by following tasks:
 First of all, the Heinz company should have a total understanding of its target customers
and its potential customers in business. In order to have a clear understanding of the
objectives of the company and its products and services, it should have a clear market
research. It should figure out the main feature of its product in the initial stage in order to
answer the most important question that is why would a customer use this product? In
order to be able to sustain in the competitive market, the product of the company should
be able to meet the requirements and expectations of the customer.
 The second most important step in marketing planning of business organization after
proper market research is the identification of the target customers of the product. In
order to create the product, the company should first be clear about its customers and then
should plan accordingly.
 After the identification of its target customers, the next important step is to identify the
rivalries and main competitors in the market which are also targeting the same customers.
This in turn will also help the organization to have the knowledge of latest market trends
and market’s pros and cons.
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 After having evaluating the research effectively, its time for making strategies in
accordance with the requirements as well as the needs of the customers and trends of the
market.
 Final budget for the marketing activities should be proposed then. A specific timeline is
created and goals and objectives of the organization should be defined by then.
 In order to make its marketing activities more effective, efficient channels of marketing
should be used by the company.
 After evaluating the marketing plan successfully, its effectiveness should be checked by
monitoring the results (Dibb and Simkin, 2013).
It can be explained in other way by taking into account the 7P’s of marketing mix which should
be kept in mind while making the marketing plan of an organization.
Product: The products of the company should be high in quality in accordance with the
customer’s expectations, should be easily available, its service should be good and it should
possess branding properties. The product of the Heinz Company should be able to match up the
customer expectations and requirements.
Promotion: Promotion is the way of communicating effectively with the customers using
various ways such as advertisements, personal selling etc.
Price: The most important and crucial phase of marketing mix for any organization is pricing.
Heinz needs to adopt the method of pricing which can give competition to its rivals in the market
and can add value to the customer at the same time.
Place: In order to sustain the growth of the company, the products of the company should be
easily available in the market. The location of stores should be at approachable place for the
public. In case of online purchase, the delivery should be good and efficient.
People: Good staff, employees and individuals of the company make this part of marketing plan.
Process: In order to excel in the business, the focus of the company should be customer oriented.
The operations of the business should also be customer oriented.
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Physical Environment: The overall experience of purchase of the customers with the company
should be good (Bhasin(I), 2018).
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Conclusion
Thus from the above assignment, we have clearly understood how important marketing is for any
business organization. The above assignment has clearly explained the roles and responsibilities
of the marketing function and its interrelationship with other functional units of business
organization. We have also compared the 7Ps of marketing mix of nestle and Heinz so as to
understand how they achieve their objectives. We have also explained the development as well
as evaluation of marketing plan for Heinz.
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References
Bhasin, H., (2018), Marketing Mix of Nestle- Nestle Marketing Mix, [Online], Available:
https://www.marketing91.com/marketing-mix-nestle/ [Accessed 24 January 2018]
Bhasin (I), H., (2018), Marketing Mix of Heinz- Heinz Marketing Mix, [Online], Available:
https://www.marketing91.com/marketing-mix-heinz/ [Accessed 24 January 2018]
Dibb, S., and Simkin, L., (2013), Marketing Essentials, [Book], Cengage Learning, [Accessed 24
January 2018]
Kotler, P., (2012), Kotler on Marketing, [Book], Simon and Schuster Press, [Accessed 24
January 2018]
Lewis, B. R., (2013), Defining and Measuring the Quality of Customer Service, [Journal],
Journal of Marketing Practice, Vol. 8, Issue: 6, pp.11-17,
https://doi.org/10.1108/EUM0000000001086 [Accessed 23 January 2018]
Pike, S., (2015), Destination Marketing: Essentials, [Book], 2nd Edition, [Accessed 23 January
2018]
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