Marketing Mix of McVitie's

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Elaborate roles and responsibilities of marketing functions in organizational context.......1
P2. Interrelation of marketing with other department.................................................................4
TASK 2............................................................................................................................................5
P3. Elaborate marketing mix of organization by comparing with other organization................5
TASK 3............................................................................................................................................8
P4. Prepare a basic marketing plan in organisational context.....................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing includes all activities taken by business to promote its sales and purchase in
marketplace (Astuti, Silalahi and Wijaya, 2015). It consists of various functions which help
company to provide information about their project and services to customers. Through
marketing large number of audience can be aware about different offering of company.
Marketing consist of advertising, selling and delivering products to customers. It is a study of
management to target potential customers and stimulate them to purchase company project and
services. Marketing function work with the motive to increase sales of company by making
customers satisfied with products and services offered by company. Marketing helps in
understanding customers needs and wants as well as it helps in identifying marketplace
requirement in which products and service will be deliver. For this report chosen company is
McVitie's. This is British organisation dealing in snacks food and this company is owned by
United Biscuits. McVitie's company is founded in 1830 by Robert McVitie. Headquarters of this
organisation is situated in United Kingdom. This assignment contains a study of various roles
and responsibilities of marketing and its function. Interrelationship between marketing
department and other department of organisation is evaluated. This report includes comparison
of marketing mix with other organisation. Also, marketing plan has been develop to reach
required objective of organisation.
TASK 1
P1. Elaborate roles and responsibilities of marketing functions in organizational context.
Marketing is refer as all those activities which helps company in creating product,
communicating its features, informing audience in market and distribution of products to
customers to satisfy needs and wants of consumers (Baines, Fill and Page, 2013). In simple
words, marketing includes all those functions which leads to promotion of products and increase
sales and purchase of products as compare to rival companies. Marketing function of an
organisation basically starts from identifying needs of the customers and ends with satisfying
them. This function helps an organisation to establish itself in the marketplace. Marketing
function encourages a company to identify source potential of the products and promote them.
McVitie's Marketing functions includes the following:
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 Market information management: It is role of marketing function to manage the
information collected from market and customers. This is the most important function of
marketing under which company tries to analyse marketing condition prevailing in the
environment. It analyses company's internal strengths and weaknesses in order to take
necessary action to improve overall efficiency. McVitie's analyses and collects marketing
information so that they produce the product accordingly can capture a good share in the
market.
 Distribution: Distribution is one of the major responsibility of marketing function. This
function of marketing involves storing and transportation of goods and services to final
destination. The transportation functions delivery of product from the productions place
to locations for final sale. Whereas storing involves warehouse in which the products are
stored. McVitie's biscuits are available in any retail, grocery or supermarket store.
Extensive distribution channel is adopted. With the help of wholesaler and retailers
McVitie's biscuits are available. Being non-perishable in nature biscuits can be easily
distributed. It uses traditional platforms to distribute its products that are: offering small
size packs for corporate canteens, availability on e-grocery platforms and tie-up with e-
commerce platforms like Amazon and other.
 Selling: Every company work with motive of selling its products in market in order to
gain profits. McVitie's marketing function conducts all its activities with aim of
increasing its sales in market and have competitive advantages over other rival
companies. This function of marketing focus on increasing sale in market are by
different tool and techniques. By this function McVitie's company can improve its
market share and earn profits.
 Pricing: This function of marketing is responsible for setting price of product
manufactured by company. This is the function of marketing that defines sales of
product in marketplace (Blythe and Martin 2019). The prices of product comprise of
government policy, prices of competitive products, cost of production and others.
McVitie's prices are basically at a level that consumers can easily afford. Its marketing
philosophy emphasizes on catering the needs of the consumers. Furthermore, it
constantly works on product design that provide nutrition and taste to consumers.
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