Marketing Essentials Report: Coconut Bliss Marketing Strategies

This report provides a comprehensive analysis of the marketing strategies employed by Coconut Bliss, a UK-based food retailing company, comparing its approach to the 7Ps of marketing with that of McDonald's. The report delves into the roles and responsibilities of a marketing officer within the context of Coconut Bliss, emphasizing the importance of market trend analysis, competitor research, product improvement, profitability, customer awareness, and target market identification. It further explores the significance of marketing in developing a business, making key decisions, and maintaining effective communication. The report highlights the importance of marketing in creating a strong brand position, managing budgets, generating new ideas, and conducting market research. The comparison between Coconut Bliss and McDonald's focuses on the 7Ps of marketing mix, including product, place, price, promotion, people, process, and physical evidence. The report also discusses how marketing functions coordinate campaigns and sales activities, and the key elements of marketing functions such as corporate, field, and strategic marketing. The conclusion summarizes the key findings and emphasizes the importance of effective marketing strategies for business growth and success.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................3
M1...............................................................................................................................................5
M2...............................................................................................................................................5
D1................................................................................................................................................5
TASK 2............................................................................................................................................6
P3.................................................................................................................................................6
M3...............................................................................................................................................8
TASK 3............................................................................................................................................8
P4.................................................................................................................................................8
M4.............................................................................................................................................12
D4..............................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the effective process which is needs to be used by large number of firms for the
purpose of maintains performance in international market. It is the activity, process of creating
and innovation, communicating, set of institutions as well as exchanging of information from
customers (Brassington and Pettitt, 2013. In present report is based on Coconut Bliss which is
UK based firm. It is food retailing company and provides varieties of food products. In this
report, compare 7ps of Coconut bliss with McDonald. Also mention various roles and
responsibilities of marketing officer who play significant role in continuous growth and
development of firm. Effective marketing plan has been framed in this report which is helpful to
analyse and maintain target of the firm.
TASK 1
P1.
Marketing is the important function which needs to be performing by business entity in
order to promote their goods and services in international market. Company select one person
who manages entire marketing process of firm called as marketing officer. Coconut bliss is the
firm which provides varieties of food items in international market. Higher authority of every
company should be select person on basis of their skills, abilities, experience and knowledge. He
should be frame plans and strategies in order to expand goods and services in across the national
boundaries. Also try to implement those plans and strategies for the purpose of maintain
performance of firm. This is the forecasting process which is needs to be opted by large number
of entities. Planning as well as project managing marketing events and evaluating their success.
Roles and responsibilities of marketing Functions:
Responsibilities of marketing function is to monitor the whole marketing activities of an
enterprise. As in this include marketing plans, marketing plans, products and service
improvement, advertising plans for the marketing purpose (Pike, 2015). Generally marketing
managers work to design and improve the effectiveness of core marketing processes like new
product development, brand management, marketing communication and pricing. Marketing
function roles is to measure the progress against company's objectives as it is the responsibility
of the manager to ensure that the execution of marketing programmes to achieve desired goals
and objectives.
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Coconut bliss company's marketing function is playing vital role to achieve competitive
advantage as well as to compete the competitors in the market by adopting best marketing
strategies that's why it includes in the best companies list in food industry (Wirtz, 2012).
There are several roles and responsibilities that are playing by marketing officer in the coconut
bliss company. These are as following: -
Monitoring and analysing market trends: Coconut bliss company hire a researcher who
can conduct research for them and provide them sufficient information about current trends exist
in market. (Mihart, 2012). It helps them in making an effective decision and marketing plans in
order to fulfil market requirements.
Studying about competitor's product and services: To compete the competitors marketing
function identify about its rival's product and services and research about its customers in the
market that helps to make plans to reach the customers and attract them towards company's
product from competitors.
Improve existing products and services: Role of marketing function is to enhance
company's current products and services as well as launch new products in the market that
different from the competitors’ goods and services (Katengeza, Okello, and Jambo, 2011). To
capture the market and to retain more customers company introduce new products or existing
product with modification.
Increase profitability: Coconut bliss company's marketing function make marketing
strategies that helps to achieve company's goals and objectives and also helps to gain profits by
selling products and services in the market.
Customer awareness: It is important for every organisation ot inform customers about the
products and services in order to attract their attention towards them. For this the company
should required to adopt marketing strategies through which they can promote their products and
services thus successfully grab attention of existing as well as new customers. This will help
company in generating huge sales and revenue (Ogunmokun and Tang, 2012).
Identify target markets: Marketing function finds different way to do brand promotions as
they identify target market by segmenting the customers and identify their needs and wants to
meet their expectation by providing them products and services as per their requirements.
Create demands in the market: Main role of marketing function is to create or generate
demand in the market to increase the sales (Dibb and Simkin, 2013). Coconut bliss company
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fulfil the customer's needs and wants whenever they required and satisfy them by providing
products and services on time. It helps to retain the customers and make them loyal towards
company.
Prepare market plans and budgets: Marketing function of coconut bliss company prepare
markets plans and budget to capture the market and achieve company's goals and objectives.
P2.
Marketing function play vital roles to develop the business as to make several plans and
strategies to create good brand position in the market as well as among competitors. So officer
manage all marketing activities in which include marketing plans, marketing plans, goods and
service development, advertising plans for the its purpose (Fazlollahtabar, Aghasi and Forte,
2012). Coconut bliss company's marketing officers communicate the company messages and
information to their existing customers regarding new innovations and ideas to achieve
competitive advantages.
Importance of marketing officer for the organisation:
Make the position among the competitors: Coconut bliss company's marketing function
makes strategies that helps to make positions in the market among the competitors and target the
audience. To survive in the market, it is must to make position and continues development of the
business.
Helps in marketing budget: As marketing function make several kinds decisions that helps
to achieve company's goals and objectives (Malhotra, Birks and Wills, 2013). So they have to
manage the budget as to decide the overall budget for the marketing and also control over the
costs that can be occur while adopting marketing strategies.
Maintain effective communication: In coconut bliss function maintain the communication
process in regular basis internal as well as external to provide information regarding the
company and also make the relations with employees and customers by effective
communications (Ionitã, 2012).
Helps to develop an economy: Effective marketing strategies helps to gain more profits and
develop the economy of the organisation same in the coconut bliss company in which marketing
manager support to build company's economy and helps tom generate profits (Xiao-zhong,
2012).
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Helps to develop the new ideas and plans: For the organisation marketing function help to
generate new ideas and plans that support in the business development and adopt new ideas as
well as creativity and curiosity will be increase in better marketing brand promotions.
Helps to take better decisions in the business: As marketing function helps in decision
making process whenever required regarding the marketing management's decisions as what
kind of strategies should be make for competitive advantage, what promotion tools and
techniques should be adopting for better marketing as well as to increase the sales.
Conduct market research: To analysis the market trends marketing function conduct a
research to identify new marketing opportunities that helps to the organisation to create niche
market for its product and services (Wang, Lee and McLee, 2011). It also involves studying of
organisation's competitors to develop products and services efficient marketing techniques.
Market research can be done by using questionnaires, face to face interview as well as analysing
buying habits of consumer through surveys.
Develop market strategy: Role of marketing function is to make effective strategies and
develop those strategies to achieve organisation's goals and objectives these strategies made to
promote products and services to its target market and it aims to increase sales volumes as well
as maintains a competitive boundary or area over its competitors (Brassington and Pettitt, 2013).
Improve existing products and services: In order to capture large market share the
company should required to improve their existing products through adding some features which
increases the value of their products. There are two ways through which the company can able
retain loyal customers and attract new customers. It can through either introduce new products in
market or enhance the value of existing products (Gertner, 2011).
Increase profitability: Coconut bliss company's marketing function make marketing
strategies that helps to achieve company's goals and objectives and also helps to gain profits by
selling products and services in the market.
Identify new business opportunities: Marketing function analyse new market trends to
adopt new strategies as to launch new products and services in the market. So it can help to
estimate future sales of products and services by studying of buying patterns of consumers as
what they prefer to satisfy their needs and wants (Desai, 2013).
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Identify target markets: Marketing function finds different way to do brand promotions as
they identify target market by segmenting the customers and identify their needs and wants to
meet their expectation by providing them products and services as per their requirements.
Customer awareness: To increase the sales in the market or to generate profits customer
awareness must be requiring so this is the responsibilities of marketing officers to communicate
about products and services to its users (Jones and Rowley, 2011). So there are several ways that
coconut bliss company use to convey the message like advertising, branding, publicity, make
personal relations to approach the customers.
M1.
Marketing manager's roles is to measure the progress against company's objectives as it
is the responsibility of the manager to ensure that the execution of marketing programmes to
achieve desired goals and objectives. He works to design and improve of core marketing
processes like brand management, marketing communication, new product development and
pricing.
M2.
As marketing function try to increase the sales and reach the potential customers so
managers make different types of strategies and develop the strategies to achieve goals and
objectives for the company. According to competitor’s manager makes strategies which helps to
compete the competitors and also helps to develop the business. Marketing function helps to
coordinates marketing campaigns with sales activities to achieve the targets and increase the
sales in the market. Manager helps to create more customers and build the company's image in
the market.
D1.
The main key elements of marketing functions are corporate, field and strategic
marketing along with product management. Each of these functions operate in their own way
with common purpose is to enhance sales performance and profitability of organisation. These
marketing elements set and enforce standards of brand. Managers take responsibilities to manage
key relationship of all these functions in order to support technical and business needs.
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TASK 2
P3.
Difference between Coconut bliss and McDonald through 7P's
7Ps Coconut Bliss McDonald
Product This company provides coconut related
soft product and non-dairy frozen
desserts. Its products are concern with
health care of customers (What are
is 7Ps Marketing Mix and how should it
be used? 2017).
They provide all vegetarian and non-
vegetarian fast food items with crispy
and spicy taste.
Place They provide their products to own
stores and in other mini store where
customers can easily buy them without
any trouble. Customers can easily order
them through online process and also get
them by home deliveries.
These products are only available in
their own stores. They not share them
in another store and no home deliveries
are available.
Price They provide pure organic products and
maintain quality in it. That's why its
prices are little bit high but customers
buy them because they are trusts and get
good values. Customers are usually very
happy to pay a little more for something
that works really well for them.
Its prices are very reasonable for
customers because they are not as much
as concern with customers’ health
issues. In fact doctors are also advised
to avoid junk food and fast food
because they know to be high in fat,
calories, sugar and salt and its frequent
consumption contribute to a poor
quality of diet which will be very
harmful in future.
Promotion Promotion of a products is very
important to sell them in market very
easily but if customers are believing on
They used different promotion
activities through T.V., radio, cinema,
newspapers and magazines etc. MC'D
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any products quality and its price then
no advertised activities are needed. And
this product is deal with quality that's
why customers are believe on this brand.
is focusing on children's attraction so
for this they provide Happy meals and
small toys are given along with its
product to some lucky customers. They
also use lucky draw and different type
offers in occasion time to attract
customers.
People Quality and services of a product is
helps to recognise about this in
customers’ mind for a long time. This
brand is made a large chain of customer
through its supply and fulfil pure
satisfaction of customers need.
This brand is also connected to most of
the people at a same place. They used
standard uniform of employers for
quality services treatment. But its stores
are very crowded that's why people
have to wait for a long time to take
their meals.
Processes They deal with organic and coconut
made products for maintain customers’
health. In its packaging they never used
plastic wrapping because it is very
harmful for environment and for animals
too. They use different supply methods
for provide all the facilities to their
customers easily.
For its servicing they use attractive
packaging and distributions but they are
not allowed to distribute them on other
stores. For cooking they invented more
quick and efficient equipment. It only
allows customers to enter in their area
and get all services at its place.
Physical
Evidence
Its provisions are not available at all the
palaces but its service and products are
contributed to suppliers for sell to
customers. They start their work through
online and this service is very
convenient for customers. Its employers
are always maintaining a direct
connection with customers to provide
Its stores are easily available on
different location. In its stores they
should have to maintain cleanliness,
speed of servicing, transparency with
customers and quality of products too.
But because their abundances are
always crowded, they are not able to
provide quick servicing and all the
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favourable facilities. facility at same time.
On the basis of above differences, it is concluded that, food product of coconut bliss may
not be having impact on the health of people but food products of McDonalds impact of health of
targeted customers.
M3.
Marketing mix is an essential tool used to evaluate effectiveness of strategies. An
enterprise needs to use various tactics for achievement of business objectives. Companies should
establish mission, vision and goals first in a proper manner. Managers should measure the
progress of company's function on regular basis as well as try to retain best talent in workforce.
In order to achieve long-term objectives, they should turn it into short-term goals which are easy
to accomplish by workers.
TASK 3
P4.
Marketing plan has been considered as comprehensive document which is useful for
advertisement of firm. This is the effective way to promote their products and services in across
the national boundaries. In which several number of members participate together and try to
proper coordinate each other (Wang, Lee and McLee, 2011). They are bound to use their
collective efforts in order to attain target and maintain performance as well. This process needs
to use for meet or accomplish specific marketing aim and objectives.
Introduction of organization:
Coconut bliss is the food providing company which is located in United Kingdom. It
provides varieties of food product to large number of customer in different countries. It offers
organic food in order to maintain health and safety of people and try to keep them for long time.
Marketing manager of the firm is focused on each activity that are held in firm in respect of
enhancing their growth and profit (Brooks and Simkin, 2011). He is responsible to attain set of
target which is imposed on him. He has to actively participate in continuous growth and
development of firm.
Marketing Objective:
The main aim of Coconut bliss company is evaluated below
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 They are giving various offers and discounts to customers which results in increasing
their revenues and profitability factors. Through this process company get an opportunity
to earn huge profit and build trust among people. This is considered as attractive
technique and used by large number of firm (Khan and Adil, 2013). Satisfactions of consumers for the purpose of receive loyal people who will not use
services from rival business. Every member of firm responsible to use their collective
efforts to meet basic requirement of people. Such entity provides organic food to people
with varieties of food items (Nguyen and Simkin, 2012).
Vision as well as Mission of organization:
 The major vision of firm is to expand business activities in across the national boundaries
such as Manchester, Newcastle, Aberdeen and Glasgow or many other places. Basic objective of company is to reach at competitive advantage for providing high range
of competition to their competitors such as McDonald. Members try to attain basic
competitive advantage for the purpose of deal in international market (Papasolomou and
Melanthiou, 2012).
SWOT Analysis of company:
Strength
 Strategy of low pricing can also be
measured as the strength of firm.
Which means company provide
varieties of food items as low price
which easily affordable for every
person.
 The biggest strength of Coconut bliss is
that it provides bet quality of goods and
services to numerous people and try to
maintain their health as well. Workers should be performing function
in team and try to easily attain target
with in stipulated time period.
Weakness
 The biggest weaknesses of coconut
bliss are that members are able to use
advance technology for promote its
goods and services in various countries.
 Members not use their collective efforts
and not able to perform business
activities in team.
Opportunities Threats:
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 Organization have to focus on
expanding business activities in other
places. Firm have to contact with other
countries which are establish at
different places.
 Increasing number of competition in the
country is the biggest threat for
company. Through which firm not able
to build trust among people and failed
in expand business.
Target market:
It is critical for company to implement an effective relationship among clients as well as
buyers for sustaining business activities or performance for attaining long term profit or growth
and development (Lamb, Hair and McDaniel, 2011). The major target market in firm is different
industries who are dealing in exporting goods at various places.
Marketing Budget:
Particular 1st year 2nd year 3rd year
Advertisement 10000 8000 6000
sales promotion 12000 18000 16000
Direct marketing 6000 7000 5000
Total 28000 34000 27000
Monitoring or controlling: In this organization entire business activities are controlled or
managed by marketing manager and other higher authorities of firm. Marketing officer as well as
manager are responsible for creating an effective management plan for managing entire business
activities in effective and proper direction (Lamb, Hair and McDaniel, 2011). Through which
firm can easily earn high range of profit and enhance entire performance as well.
Porter’s five forces
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Threat for new entry- Profitable industries such as Coconut bliss that yield high profit or
returns will attract new firms. New entrants capable will decrease profitability for other firms in
the industry.
Bargaining power of suppliers- It described as the market of inputs which is compulsory
for the growth and development of firm.
Bargaining power consumers- The bargaining power of customers is also described as
the market of outputs: the ability of customers to put company in power.
Threats of substitute product- Substitute has been considered as similar products which
are produced by another company. Also the rates of such goods are similar with each other
which create lots of confusion and increase lots of competition for them. Substitute goods and
services are produced and transfer in a various industry but critically satisfy the same consumer
demand and need. If there are so many credible substitutes to a company’s product, they will
limit the price that can be charged and will reduce industry profits (Wang, Lee and McLee,
2011).
PESTEL analysis of Coconut bliss-
Political factor- This analysis is almost related to government and political values of a
business. All the rules and regulation factors are regulated by the government of the country
which an entity need to follow. Somehow political factors include taxation, labour law, trade and
tariffs, authority and rights etc. An organisation needs to be able in current and future legislation
and have to adjust their marketing anticipate according to its policy and terms.
Economic factor- When an organisation established in market they directly or indirectly
contribute profitable factors for economy development. These factors include economy growth,
rate of interest, inflation, national income and purchasing power of consumers etc. For the
success of a company their employers need to know about demand of the product in economy
and their customers’ ability to pay a particular amount of the products. Coconut bliss provide
organic goods to their consumers which includes healthy supplements. Their brand deals with a
good quality of services at an affordable cost that's why customer concern their faith in them and
get excellent outcomes.
Social factor- In current era, customers’ choice and their demand is change according to
culture and social factors. When an organisation wants to serve their services with new products
in a particular market, they should have to take a brief information about people choice their
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demand, fashion and what their culture belongs to. This company is deals with food products, so
they will have to provide good quality and healthy eatable stuff.
Technological factors: Technical factor is big factor that can effect on any business as
how fast technologies are growing and changing according to environment and how this impacts
on company's products. This factor affects directly on the market and management. So coconut
bliss company undertakes this factor and adopt new technologies to achieve competitive
advantage There are several strategies which make to manage the business from this factor and
take better decisions by the marketing managers as adopting new ways to produce goods and
services, new ways to distribute products in the market and new ways to communicate with
target market.
Environmental factors: There are some issues within this factors that marketers are
facing. Issues regarding increase scarcity of raw materials, doing business as an ethical and
sustainable company, population target and any rules and regulation set by governments.
Consumer demands more or more products and services according to atmosphere that may be
company is unable to supply so they are buying from another competitor.
Legal factors: Company must be understanding about legal policies as what is or what is
not legal in trade business so coconut company should undertake various legal factors as it
includes advertising standards, consumer rights and laws, health and safety, equal opportunities,
product labelling and product safety.
M4.
Marketing plan is also helpful to evaluate actual budget of firm and how much company
will or have to spend on marketing process. It is mostly used at them time of introducing new
products in market and try to attract large number of customer for keep them for long time.
Marketing officer have to conduct marketing research for identify actual situation of target
market. Furthermore, marketing plan is helpful to analyse actual position in international market.
Members can receive idea to compete with target market and effectively survive in it. This
process includes various systematic approaches which are needs to be fulfilled by them.
D4.
7P's of marketing mix helps in creating modification of products as well as selling it in
various regions through online and offline process. Using supply chain management, this tactic
has contributed to sales its products in a smooth manner. Through which a company can focus on
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promoting its commodities using social and mass media. This would lead to generate high return
on investment easily.
CONCLUSION
From the above report, it is concluded that marketing is the technique which is used by
large number of firm for aware their customer and build trust among them. With the help of
technique firms get opportunities to attract numerous customers and able to keep them for long
time. In this report discussed about Coconut bliss. As the name implies firm provide varieties of
food items which are made with coconut and other products. In which 7Ps of this company shall
be compare with McDonald. These two firms are different from each other in terms of product,
price, place, promotion, physical evidence and so on. Marketing officer is the person who is
responsible to manage entire marketing functions of coconut bliss. Also frame marketing plan of
this company with proper estimation of purchase and sell of its food items. Members of firm are
responsible to understand their roles and responsibilities which are imposed on them as per their
skills and knowledge. This is helpful for organization to attain huge profit and maintain
performance in effective manner.
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REFERENCES
Books and Journals
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