Marketing Essentials Report: Butler's Pet Foods and Pear Cafe Analysis

This report provides a comprehensive overview of marketing essentials, analyzing the roles and responsibilities of a marketing department and its interrelationship with other business functions. It delves into the key elements of marketing, exploring the 7Ps of the marketing mix and comparing the marketing strategies of two organizations, Butler's Pet Foods and Pear Cafe. The report then presents a detailed marketing plan for Pear Cafe, outlining its mission, objectives, SWOT analysis, marketing strategies, tactics, budget, and operational plan. The report concludes by emphasizing the importance of effective marketing strategies and planning for achieving business objectives and ensuring long-term sustainability in the market. It also analyzes various tactics and plans, and the importance of effective implementation and monitoring for success.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT.......................................................................................................................1
M1 Roles and responsibilities of marketing department........................................................1
M2 Interrelationship between marketing and other functions................................................1
D2 Key element of marketing function..................................................................................1
TASK 2............................................................................................................................................2
P3. Compare the marketing mix of two different organisation..............................................2
M3 Various tactics apply by enterprise..................................................................................3
D2 Strategic marketing plan...................................................................................................4
TASK 3............................................................................................................................................4
P4. Marketing plan Pear Cafe.................................................................................................4
M4 Marketing plan.................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to a managerial process which includes movement of goods and services
from manufacturer to its end user for satisfying the needs & want of customer which includes
activities like advertising, distribution, selling or delivering of commodities (Baker and Magnini,
2016) . Butler's Pet Foods is a largest manufacturer of pet food based in Manchester, UK. It
produces over 300k tonnes dry pet food every year for UK market and 10k tonnes for
international market. This report contains description about various marketing functions and its
interrelation with other function unit of company. Further it also provides a marketing mix of
Butler's Pet food and its marketing plan which help in determining future course of action.
TASK 1
Covered in PPT
M1 Roles and responsibilities of marketing department
There are different roles and responsibilities of marketing functions which need to be
implement in an effective way. Brand management is known as one of the most essential
function of marketing department so this should be done in appropriate manner so company can
attract more number of customers towards its products (Pike, 2015). Others roles and
responsibilities of marketing function includes research and information, marketing strategy and
marketing communication.
M2 Interrelationship between marketing and other functions
So many functions are perform by a business enterprise in order to manufacture products
for its customers and to generate more number of profits. One of the main features is that all
functions carry out by business enterprise are interrelate with each other and this element should
be consider by marketing manager during development of business plans (Sanda, 2016). All
functions perform by business enterprise interrelate with each other for example, marketing and
sales department are interrelated . Marketing activities perform by marketing department directly
increase the effectiveness of sales department of company.
D2 Key element of marketing function
Out of various functions of an organization such as Human Resource, R&D, finance and
others marketing forms the most prominent function as it has to fulfil dual purpose of
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communicating the benefits of products and services to its consumers and also to publicize them
as well. Therefore, it work in close coordination with all the other functions so that work
efficiency and discipline in policies and strategies could be maintained.
TASK 2
P3. Compare the marketing mix of two different organisation
Marketing mix refers to the set of some tactical marketing tools which company blends in
order to produce the response that they want from target market. It consists of seven factors
which are combined and used by marketer in order to influence customer to buy their product
and services (Scarborough, 2016). Butler's Pet Foods uses 7P's for increasing their volume of
sale by creating brand awareness. Following table shows the comparison between Pear Cafe &
Katie and Kim's Kitchen:
Elements Pear Cafe Katie and Kim's kitchen
Product Pear cafe offers freshly-made food
which includes sandwich, soup, salad
wonderful cakes and great coffee. It
offers food for breakfast, lunch which
are cooked using some Fair trade and
organic ingredients (Soboleva and et.
al., 2016).
It offer good quality and tasty food
which includes buttery toast, toasted
cheddar & rosemary scones with egg
and bacon; bacon on home-made
sour dough with aioli, greens,
tarragon oil and custard tarts.
Price Pear cafe put more emphases over
maintaining good relations with their
customers hence they keep price low
for attracting large number of peoples.
Katie and Kim's kitchen uses
competitor pricing strategy in order
to remain competitive in market
place and to maintain its customer
base.
Place Pear cafe is located at Bristol in
BRAVE Building and other areas of
Britain.
Katie and Kim's kitchen is located
on Picton street in Montpelier,
Bristol.
Promotion Pear cafe uses social media platform It uses newspaper advertisement as
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as their promotional tool in which it
uses Twitter where they created a
website having all the details related to
their menu. They use to tweet their
special dish ever day in order to gain
attention of larger number of
customers toward their cafe.
their major source to promote their
cafe for attracting large number of
customers. Another method used by
Katie and Kim's kitchen is sales
promotion, it provides discount on
their offering in order to expand
their market share.
Process It buys bread and other materials from
local bakeries in order to produce
sandwich and other food items. Pear
Cafe take orders related to birthday
parties, office meeting at their website
and then deliver them at customer's
place.
Katie and Kim's kitchen follows
several processes in their cafe, once
a customer enters every process from
taking order to checkout by payment
id done in a systematically manner.
People Pear cafe employees wear uniform and
are very gentle in communicating with
their customers while taking order,
serving them or during taking the bill.
Employees are being trained for
improving their communication skills.
Katie and Kim's kitchen train their
employees to improve their
communication skills and teach them
regional language in order to provide
better customer satisfaction (Wang,
Chen and Chen, 2016).
Physical
evidence
Cafe develop a very appealing and
attracting ambience in their cafe, it has
a specious hall where customers can
easily move.
Katie and Kim's kitchen created a
very appealing ambience in their
cafe, where they have wooden tables
on which they serve food to their
customers. They have attractive
interior with a beautiful garden near
window.
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M3 Various tactics apply by enterprise
Marketing mix is a set of 7Ps known as product, price, place, promotion, people, process
and physical evidence. This concept is applied by every enterprise to attain its set goal and to
better satisfy the needs of its customers. Product is known as the final offering of firm so it is
very important that it should have all the features so it can better satisfy the needs of existing
customers and can attract large number of new customers.
D2 Strategic marketing plan
Marketing plan plays an integral part in the success of any business firm as it critically
analysis the marketing mix strategies that com0prises 7p's of marketing i.e. product, price,
people, place, promotion, process, people and physical evidence of a company. It helps firm to
evaluate the various competencies in these areas in comparison to its competitors and then to
take best course of actions to develop and enhance them to gain edge over its business rivals.
TASK 3
P4. Marketing plan Pear Cafe
Marketing plan refers to the written document that explains the business activities need to be
perform in order to achieve organisational objective within a specific time period. It is consider
as a roadmap which provides direction and provide a common understanding of marketing
strategy, rationale and objectives.
Marketing plan of Pear Cafe includes following steps:
 Mission:- Their mission is to provide customer best quality roasted coffee with excellent
services at a fair price to their customers.
 Objective:- Main objective of Pear cafe is to accommodate large number of customer
and to increase their market share from 25% to 35 % by 2020.
 Marketing assessment:- Under this step Pear cafe analysis various factors present in
environment that may affect the business operation. The information collected from this
analysis will help in formulating effective policies which contribute toward achievement
of marketing objective.
 SWOT analysis:-
Strength Weakness
 Major strength of Pear cafe is that it  Pear Cafe have small group of staff
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uses organic ingredients for making
their food which is a major factor for
attracting large number of customers
(Zolkifly and Baharom, 2016).
members in their cafe, which
sometimes may became the reason of
delay in offering the orders and results
in dissatisfaction.
Opportunity Threat
 Pear cafe can expand its business in
small towns and cities which costs
minimum but provide higher
profitability to company.
 Major threat to Pear Cafe is that
location of Bristol is a better place for
starting up cafe business, hence it
attract larger number of competitors.
 Marketing strategies:- It refers to the process of reaching people and converting them
into customers of company's product and services. Pear cafe uses value based pricing
strategy in order to attract large number of customers. Value based pricing strategy refers
to the setting of price according to the customer's perceived value of product and
services.
 Desired result:- Pear cafe wants to increase its customer base by 10% and higher brand
image with the help of using various marketing tools and techniques.
 Tactics and Plans:- Tactics are the actions performed by company in order to achieve its
short term objective. In order to increase its customer base by 10% cafe can use following
tactics:
1. Pear Cafe can offer buy one get one coffee to their clients.
2. They can offer snacks free along with coffee. Budget:-
Pear cafe creates budget to figure out the amount to be needed for financing its actions
related to positioning and promotion of its product and services without any postponement or
outstanding expenses.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
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Initial money 5000 3000 7000 8000 9000
Investment 10000 15000 25000 12000
Total 5000 13000 22000 33000 21000
Marketing outlay
Promotion 5000 5000 9000 10000 3000
sales publicity 2000 3000 3000 2000 2000
Direct selling 2000 2000 2000 4000 4000
Total 9000 10000 14000 16000 9000
 Operational Plan:- Under this step all the strategies decided by marketing manger is
implemented in order to achieve desire result. It also including monitoring the actions
performed using various measures. It also control the activities by comparing the actual
performance with planned for checking the effectiveness of operations.
M4 Marketing plan
Marketing plan is known as a document which highlight the marketing activities perform
by company to achieve its marketing objectives. For develop an effective marketing plan, it is
very essential for manager to first carry out a situational analysis as this make the manager about
the strategies adopt by rivals and study different external elements that affect company's
operations
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CONCLUSION
From the above given project report, it can be summarized that it is very essential that all
activities of marketing department should be execute well so company can attain its set goal and
objective. One of the main element that require to be consider by manager is that different
activities perform by company are interlinked with each other. further, all components of
marketing mix should be effectively implement by company so it can offer better services to its
customers and can satisfy their needs. formulation of effective marketing plan is necessary in
order to sustain in market for long run.
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