Roles and Responsibilities of Marketing Function and Marketing Mix of Easy Jet

This study discusses the roles and responsibilities of marketing function and the marketing mix of Easy Jet, a British multinational airline. It explores the importance of marketing in selling and promoting products, as well as the various functions performed by marketing managers. The marketing mix of Easy Jet, including product, price, place, and promotion, is also analyzed. This study provides insights into the marketing strategies and practices of Easy Jet.

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
Activity 1- Roles and Responsibilities of marketing function..................................................................3
Marketing mix.........................................................................................................................................5
Activity 2- Marketing mix of Aldi...............................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
The concept of the marketing was contracted which gave importance to buying and
selling activities within the preview of marketing. Marketing starts with the determining
consumer wants and ends with satisfy those wants. The marketing is the crucial concept in the
business which helps in selling and promoting the product or service for accomplishing
competitiveness from the competitors. It increases sales and profit, planning and decision-
making of the organization. There is optimum utilization of the resources through the marketing
concept which creates goodwill and brand equity by collaborating with various departments such
as HR, finance, production, and marketing. The success of product should be communicated in
right way to right people at right time and place. In this study the discussed topic are related to
roles and responsibilities of marketing function and marketing mix of the organization
(Antoniades and et.al., 2019).
The chosen organization is Easy Jet. It is a British multinational airline group operating
domestic and international schedule service more than 1000 routes over 30 countries. The airline
headquarter is located at London Luton airport. It was established in 1995 by John Barton. The
current CEO is Johan Lundgren. It is a parent company of Easy Group. It is a low-cost airline
group listed on London stock exchange.
Main body
Activity 1- Roles and Responsibilities of marketing function.
The concept of marketing is market oriented which is related to the customer satisfaction.
It focuses on marketing activities and practices for profit maximization in the organization. The
marketing manager is responsible to perform various marketing function for the enhancement of
the productivity. The role played by the marketing manager is to identifying various marketing
strategies by analyzing the demand of the consumer wants and needs which is satisfied through
exchange process. It is associated with customer-centric approach which helps the business in
gaining survival and success by increasing market share and customer retention. The role of the
marketing manager is to recognize the target market and segments of different group for creating

marketing plan of the product in the organization. The manger creates the understanding of the
environment scanning and competitor analysis for knowing the potential of strength and
weakness of the business. The brand experience of consumer is examined which helps in
developing new products according to their preferences. The manger ensures optimum utilization
of the resources and creating a market plan for the product for entering into new market or for
development of new product. The marketing creates product utility in the terms of place, time,
information, possession. The marketers use various communication tools such as advertising,
sales, promotion and media for promoting the product which creates the image and brand equity.
The marketing plays vital role in founding of relationship between the consumer and
organization contributing to market. The term Marketing defines to the process of producing the
goods and services and determining the demand of the consumer by fulfilling the needs of the
customers. The traditional concept was related to the profit maximization. In the modern concept
it is related to the customer satisfaction (Brooks 2017).
Responsibilities
 Market research- It defines the deep and detailed study of different aspects of marketing
as it creates the awareness regarding the needs and wants of the consumers for organization
survival in the competitive market place. The manager changes the production function for
goods and services that are produced according to consumer wants. The study is related to
the product, price policy, advertising and sales techniques, consumer taste and preference
for delivering quality products (Hair Jr and et.al., 2019).
 Promotion- The manager is responsible for the product promotion by using various
promotional and advertisement activities including personal selling, sales promotion and
publicity which are intended to influence the buyer behavior. Through promotional
technique cost is reduced and helps in gaining competitive advantage over the competitors.
 Marketing information system- It is also recognized as marketing intelligence where the
information is spread among the buyers and sellers. The marketing conditions are dynamic
as manager is responsible to secure up-to-date information on changing position of supply,
demand and prices ruling in market. the marketing manager are interested in knowing
current market trends and growth opportunities in market information helps in reducing the
risk in purchasing, pricing, forecasting and in facing competition in the market.

 Brand equity – Brands vary in the amount of power and value they have in the market
place. Brand equity defines the brand value based on extent to which it has high brand
loyalty, name awareness, perceived quality and other assets such as patents, trademark,
symbol, design etc. through this sales volume is increased and builds a reputation. It creates
the distinct image of the seller in the market (Kumar and et.al., 2019).
 Product planning and development- The intention of producing goods and services is to
keep happy the consumers by satisfying need and wants which requires deep analysis and
study of potential consumers according to that new product can be developed or existing
product can be transformed. It improves the production process which helps in providing
high quality products by reducing their prices with the effective product planning and
development. It helps in development of various marketing strategies. The product
development delivers the product attributes such as quality, features, design, branding
customer support services, and labeling.
Marketing mix
The marketing mix refers to a tool or set of actions that is used by the business for
achieving the marketing objective in the target market. The marketing mix is the mixture of 4p’s
involving product, price, place and promotion. The three elements are also included people,
process and physical evidence which are also known as 7Ps of marketing mix. The marketing
mix is done on the Easy Jet Company.
 Product- Easy jet offers comfortable services and safe air travel options at economic
charges to the large number of passengers. It has immense network connectivity of airport
which captures a large market share by providing premium customer service. The data base
is maintained of existing and new customers for delivering customized services to the
clients. The numbers of services are provided such as one-way and return tickets; holiday
packages, car rental and airport transfer.
 Price- It makes the use of competitive pricing strategy as it is a low cost airline. With the
modernization the cost is reduced of fuel and aircraft maintenance cost which provides
convenience to the customers. To stay competitive premium services are offered at lower
rate. Several things is run by a Easy Jet to keep cost low by offering affordable prices to
passengers such as emailing tickets, boarding pass and selling on plane many things. It also

uses the penetration pricing strategy by offering various discounts or lowering the prices for
more customer reach. It also provides one-way ticketing policy (Mathaba and et.al., 2017).
 Place- Easy Jet has an excellent website design which makes the customers attractive helps
in checking prices, booking of tickets. It is connected globally to the customers by adopting
new technologies and innovations continuously. The design of website involves foreign
language for attracting more customers. The airline flies more than 150 destinations in
worldwide. It provides the facility of mobile app for managing and booking tickets and
have tie up with many tourism websites. The fares are available through global distribution
system. It also focuses on minimizing transportation cost. It started to prefer short distance
land transportation between the cities (Mele and et.al., 2017).
 Promotion- Easy Jet has partnership with numerous travels and tourist website for
increasing customer base which acts as a medium of marketing. With special discounts
customized emails are sent regular to the customers for encouraging company to provide
premium service. Customer’s needs and preferences are identified by the Easy Jet which
leads to increase in customer loyalty. It uses various promotional strategies of
advertisement, marketing communications, social media such as Instagram, Facebook etc. it
provides benefit of price guarantee. It also advertised its product on television and radio,
use of social platform involving You Tube, Twitter, and takes part in trade exhibitions and
events.
 People- The cabin crew and pilots are very professional and friendly of Easy Jet as they
have been given extensive training and recruitment programs for making themselves
prepared for jobs. It employees over 15000 people. The employees are professional in
handling customer relationship management by identifying the changing needs of
customers. It is a customer-centered company which required feedback from the customers
on their services for more improvement which helps in creating positive image in the minds
of consumers. There is an enhancement of customer relationship and commitment in Easy
Jet (Neagoie and et.al., 2017).
 Process- Through customer service Easy Jet integrates offline and online mediums which
identify the area of services for improvement so that complete and satisfied experience can
be delivered to the customers. It also involves quick and easy online check in service within

2 hours before departs of their flight. It provides the services of online and offline where
passengers can take tickets directly.
 Physical evidence- The physical evidence of the Easy Jet is pleasant, user friendly having
recognizable logo with nice color and design. The administrative cost is reduced of the Easy
Jet and gained sustainability by providing online booking of the flights to the passengers. It
also provides the facility of booking from travel agents. The physical evidence differs in
online as it provides security to the customers through ‘security icon’ (Paternoster and
et.al., 2017).
Activity 2- Marketing mix of Aldi
This activity is based on PowerPoint presentation presented to the CEO and finance
manager making comparisons of marketing mix of two organizations between Easy Jet and
Toyota.
The Toyota is multinational Japanese automotive manufacturing company in Japan. The
company headquarter is situated in Toyota, Aichi, Japan. It was founded in 28 August, 1937 by
Kiichiro Toyoda. The products provided are automobiles, luxury and commercial vehicles,
engines, robots etc. the services are banking, leasing and financing serving area to worldwide.
 Product- The products in which Toyota deals are automobiles, Lexus automobiles,
accessories, welcab series, spare parts and marine products. It provides efficient with high
quality vehicles. It invests in innovation and technologies for improving the customer
experience and keeping market supplied well with safe and better vehicles. The products
are beautifully designed with attracts the customers and meets the mobility needs. The
company continuously develops stylish ways to improve its products and providing
unlimited choice to customers (Roy and et.al., 2018).
 Price- It sells affordable, comfortable and fuel-efficient vehicles by offering comfort and
luxury. The people’s purchasing power is reflected. For entering into a market the company
makes the clear understanding by determining the product and pricing they want to sell. The
majority of buyers wish to buy cheaper models. The pricing is based on the affordability of
customers. It also uses the competitive pricing as to differentiate its product from
competitors for achieving competition. The Toyota uses market based pricing strategies for

identifying market conditions and competitors pricing strategy. It also make the use of
value based pricing strategy where the prices are based on actual and perceived value used
for expensive products such as Prius and Lexus cars (Scharmer 2019).
 Place- The cars are distributed through dealerships. Retailers are also considered as part of
the company as they mostly buy and sell accessories and spare parts. In dealership majority
auto sales happen. It makes the use of internet for providing product worldwide. The cars
will be available to everywhere in the world by the use of two principal of dealerships and
retailers. The Toyota relies on dealership for the sale of cars in the target market.
 Promotion – The Toyota is highly recognized brand in terms of promotion which goes all
out and wins. The company constantly devises and executes various promotional strategies
for product sell. For promoting product it makes the use of ‘Toyota messages’. It also
makes the use of electronic media, Print and display media. It also advertised its product on
television and radio, use of social platform involving You Tube, Twitter, Facebook and
takes part in trade exhibitions and events. Toyota promotes its product through itself or
through public relations, personal selling, advertisement, direct selling and sales promotion.
The personal selling is done by the salesperson at various dealerships across the world as
they are expert in explaining the model to the customers. The company participates in
corporate social responsibility by running various programs such as Together green and
Meal per hour. The direct selling is web based system testing effectiveness of solution
offered to consumers. The product is delivered at preferred location of customer by the
company in direct selling.
 People- The people are the essential factor for the company running. The company makes
huge investment in the training and development of workforce for developing talent. It
provides great salary to employees but the working environment is challenging as the
employees are forced to solve the company problems by thinking and creating solutions.
The efficiency of the company depends on the people producing excellence regarding their
work. The workforce has updated knowledge of the auto manufacturing technologies. The
talented people in the company having creative solution, ideas and suggestion for the
problem help in competing with the competitors (Yazdanpanah Shahabadi and et.al., 2019).
 Process- It uses the lean manufacturing approach for managing the waste. The company is
conflicting from the people and ideas that waste he material, time and other resources.

Various company stop celebrating their success after achieving dominance but Toyota has a
different mindset that states for working excellent today need working tomorrow even
better for more success and growth. The lean approach states that establishing goods and
services for consumers the quantity should be reduce which makes organization proficient.
It eliminates the waste and requires less labor, material, space and time. It provides the
insights of continuous improvement regarding the product quality, deals with total quality
management giving quality assurance and quality control. The use of lean approach helps in
developing enormous profit and sustainability of the environment which leads to reputation
building.
 Physical evidence- The Toyota has three overlapping ellipses logo. It is a symbol of
merging Toyota product with the heart of customers. The logo of the company represents
the commitment of technological advancement and opportunities. The Toyota has a great
logo which different the products from the other brand and make clear in the mind of
consumers. The symbol makes the company product, dealerships and staff identifiable. It
also takes the customer documentation related to the product purchased for knowing buying
experience (Zietsman and et.al., 2020).
Conclusion
The conclusion from the study has been made that the marketing is essential part or
function in the company for its success and performance by leading high growth. The marketing
mix is done of two organizations of Toyota and Easy Jet. Both offers different products and
services to the customers by studying thoroughly the market research. Both the organization uses
different pricing strategies to compete with the competitor. The two of the company requires
adequate man power for the assisting the customers and promotional techniques in terms of
promotion and gaining high market share. Different process are taken by the company to run
their business.

References
Books and Journals
Antoniades and et.al., 2019. Presidential Candidates' Popularity and Voter Loyalty in the Age of
Social Media. Society, 56(5), pp.445-452.
Brooks, E.C., 2017. Lions, and Bottles, and Teats, Oh My!—Legal Analysis.
Hair Jr and et.al., 2019. Factors versus composites: guidelines for choosing the right structural
equation modeling method. Project Management Journal, 50(6), pp.619-624.
Kumar and et.al., 2019. Exploring destination psychological ownership among tourists:
Antecedents and outcomes. Journal of Hospitality and Tourism Management, 39, pp.30-
39.
Mathaba and et.al., 2017. Customer satisfaction levels, store loyalty and perceived important
store attributes among sportswear apparel shoppers in Soweto. The Retail and Marketing
Review, 13(2), pp.15-27.
Mele and et.al., 2017. Localization of national tourism organizations websites: the case of ETC
members. In Information and Communication Technologies in Tourism 2017 (pp. 59-71).
Springer, Cham.
Neagoie and et.al., 2017. Utilizing Data from Social Media to Inform Business Decisions: The
Case for Facebook. In Business Ethics and Leadership from an Eastern European,
Transdisciplinary Context (pp. 95-105). Springer, Cham.
Paternoster and et.al., 2017. Essentials of Statistics for Criminology and Criminal Justice. Sage
Publications.
Roy and et.al., 2018. An integrated model of luxury fashion consumption: perspective from a
developing nation. Journal of Fashion Marketing and Management: An International
Journal.
Scharmer, C.O., 2019. Essentials der Theorie U: Grundprinzipien und Anwendungen. Carl-Auer
Verlag.
Yazdanpanah Shahabadi and et.al., 2019. Developing a Conceptual Model for Place Branding: A
Review of Theoretical Literature. The Monthly Scientific Journal of Bagh-E
Nazar, 16(71), pp.19-34.
Zietsman and et.al., 2020. A multidimensional approach to the outcomes of perceived value in
business relationships. European Business Review.