Marketing Analysis and Strategy Report: Coconut Bliss Case Study

This marketing report analyzes the essential aspects of marketing within the context of Coconut Bliss, a company specializing in edible food products. The report begins by outlining the crucial roles and responsibilities of the marketing function within a firm, emphasizing areas such as product distribution, design, market research, customer service, and financial planning. It then delves into the specific roles and responsibilities of marketing as they relate to Coconut Bliss, including its relationship with various departments like HR, IT, and sales. The report also provides a comparative analysis of Coconut Bliss and Purbeck Ice-Cream using the marketing mix framework, highlighting the product, price, place, promotion, people, process, and physical evidence strategies employed by each firm. Finally, the report concludes with the development of a marketing plan tailored for Coconut Bliss, providing a strategic roadmap for its future marketing endeavors.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Important roles and responsibilities of marketing function within firm...........................3
P2 Key roles and responsibilities of marketing related with Coconut Bliss in wider term....5
TASK 2............................................................................................................................................7
P3 Comparison between two organisation using marketing mix...........................................7
TASK 3 .........................................................................................................................................11
P4 Marketing plan of the firm..............................................................................................11
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is defined as a process which is based on the conception of fulfilling the
requirements and needs of the customers. It refers to the set of activities that are related with the
company so that products and services are offering to the clients. For this aim, managers need to
explicate effective policies and strategies in order to attract potential buyers (Wirtz., 2012). By
this procedure, firm creates value for customers and make healthy relationship with them. It
analyses the activity of management which is accountable for predicting and fulfilling the needs
of clients. The function of marketing is essential for every firm in order to carry out
predetermined goals & objectives of the firm. In the present report, given company is Coconut
Bliss which deals in edible food products such as ice creams & chocolates. The firm is
established by Barry Kaplowitz in Eugene. The report covers roles and responsibilities of
marketing function related to organisation and creation of basic marketing plan. The manner in
which different firms implement marketing mix in order to attain objectives is also discussed in
the report.
TASK 1
P1 Important roles and responsibilities of marketing function within firm
Market refers to an place where people meet together in order to satisfy their needs and
demands in terms of money. The main aim of marketing is to identify the needs of customers and
provide them goods and services according to their needs. In present scenario, preferences and
choices of customers are changing very fast as there is any change takes place in the market.
Firms are concerned to identify new trends related to production so as to administer satisfactory
and high quality product to its potential customers. The function of marketing plays an important

role in making effective decisions that provides advantage of growth and sustainability of the
firm. Proper execution of this function assists in introducing new product in the market.
Innovative products provide competitive advantage to the company. Marketing process assists in
performing all the activities in right way as its contribution is high in progress and growth of the
firm. In competitive environment, every firm wants to offer high quality products in order to
satisfy its customers (Baack and Baack., 2013). Marketing function plays an important role in it.
Some important roles and responsibilities of this function are as follows: Product distribution Product design & development
 Market research
 Customer services
 Risk taking
 Financing Market planning
 Packaging and labelling
Product distribution: It necessary for the company to distribute its goods and services to the end
customers in order to fulfil their needs and wants (Babin and Zikmund., 2015). Coconut Bliss
emphasizes on getting attention of customers and administer them wide variety of products. It is
essential for the firm to provide good quality products to its customers so that they are willing to
buy their products.
Product design & development: In the present scenario, the design of products attracts large
number of customers instead of its quality and price. So, organisations are emphasized on the
design of products so that their sales and profits can be increased. Coconut Bliss has variety of
products by the help of which they gain attention of customers. They set reasonable prices of
their goods so that more purchases are made by the buyers. The products of the firm includes
dark chocolates, ice creams and desserts.
Market research: It is the essential tool that is used by every organisation in order to analyse
the market. Market research is conducted to determine market trends. In this, data is collected
and analysed and on the basis of that, needs and demands of the customers are identified. It
helps the firm in developing new product. It is necessary for an organisation to conduct, market
research before introducing new product and offer it into the market.

Customer services: It is an important marketing function as customers are the essential
component of market and success and sustainability of the firm depends on it. Firms needs to
provide effective products and services to its customers in order to satisfy their needs and wants.
Coconut Bliss offers good quality products to its clients which helps them in retaining customers
by satisfying their needs and attaining high revenues and profits (Berkowitz., 2016).
Risk taking: For every organisation, it is necessary to take risk in order to get success in the
competitive market. More the risk, more will be the profit. Firms taking various kinds of risk at
the time of introducing new product and it put both positive and negative influence on the firm.
Top management and managers are emphasized on analyse the market and according to that
introduce the product into the market.
Financing: It is the vital function of the organisation as every firm requires capital in order to
perform all the activities properly (Brady., 2014). The company should have enough amount of
money so that it is able to run its day to day operations smoothly and efficiently. It is the
fundamental need of the firm to manage enough financial resources so that all the activities are
carried out in an appropriate manner. It is the responsibility of financial manager to manage
appropriate funds and prepare budget so that all the activities are running smoothly.
Market planning: Managers of Coconut Bliss plays an important role in the formulation of
effective and appropriate marketing plan in order to ensure that all the activities are perform in
right direction. Implementation of this plan helps in attaining the predetermined goals and
objectives of the firm in effective and efficient manner.
Exchange function: This is an important tool by which company is able to promote its product
in the market in an effective way in order to gain attention of customers. Coconut Bliss
emphasised on formulating such strategies which help in order to gain attention of customers so
they can achieve growth and success in their overall business operations.
P2 Key roles and responsibilities of marketing related with Coconut Bliss in wider term
Marketing refers to the process of stimulating customer interest towards the product or
services that has been offered by the company. Every business enterprise using marketing tool in
order to promote its product or services in the marketplace. It is based upon the firm thinking
about satisfying the different needs and demand of customer. Marketing generates value for
product or services that fulfils the distinct choices of consumer. In order to achieve desired

objective and goal effectively, firm are required to perform various responsibilities and roles
related with different functional area. Marketing is assorted with diverse functions of an
organisation related with human resource, IT, sales, customer service etc. that plays significant
role in manufacturing product or services that satisfies the different needs of the potential buyers
(Brassington and Pettitt., 2013). When all these function linked together, it aim to accomplish
long term goal and objective in a structured way.
Marketing and Human Resource Department: The main purpose of HR Manager is hire to
right people at right job within a given time frame. Thus, HR is required to hire skilled and
competent employees who can out their best in achieving company's objective. Managers are
suppose to use different marketing channel which advertise about the vacant position available in
the given organisation. They can use print media, social media, digital media, television
advertisement channel where they can promote current opening of the company. Coconut Bliss
limits the number of their employees to 11, which means that they use only few channel to
promote the vacancy available. Since, the number of worker is too small, this ensures that they
are using external source of recruitment (Cavusgil and et. al., 2014). They are using social media
platform which stimulate the skilled and competent personnel to apply in Coconut Bliss.
Marketing and Information Technology: IT department plays an important role in formulating
the policies and practices of the business enterprise in an effective way. Company are require to
modify or alter their practices in order to take the advantage of higher competitive level. In the
modern scenario, innovative and advance technology led to achieve the overall goals of the
business entity in a structured way. Coconut Bliss can upgrade their current services such as they
can use QR code scanner for online transaction, they can store their data related to their
employees online. The company can take the benefit of advance technology that automatically
recycled the trash product.
Marketing and Sales department: The main aim of sales manger is to serve the different needs
and choices of customer at an economical rate. Coconut Bliss is offering large variety of frozen
non-diary product to its target buyer which gives them 24 reasons to avail their services. Coconut
Bliss is adopting the strategy of price bundling which comes out as an advantage for their regular
customer, as they buy product in bulk quantity with minimal cost. Apart from this, sales manager
are required to treat their customer with a smile, which leaves a positive impact on their visit.

Sales manager are require to provide assistance to its customer and solve the issues that they are
facing.
Finance Department: Marketing plays an important role in determining various internal and
external factors through which firm can generate sufficient or adequate amount of money for
operating their day to day activities. Company can generate their fund through banks, investment
,shareholder etc. in order to run its working capital. Being a SKU, Coconut Bliss is managing
their funding on their own. This gives them the democratic power to invest anywhere without
any interference. Though initially company may have certain investors but now they are
managing their revenue and expenditure on their own (Dibb and Simkin., 2013).
Production and Operational Department: In this company is liable to produce or manufacture
such product or services that satisfies the needs and demand of the customer. Coconut Bliss is
required to manufacture their product which are organic in nature. Operational department of
Coconut Bliss is require to improve the quality of the product that they are offered to its target
market. Operational manager is required to forecast the demand so that they can fulfil such
demand in a proper way.
TASK 2
P3 Comparison between two organisation using marketing mix
Marketing mix: These are defined as the set of plans, tools and techniques which are
used by firms so they can create awareness about their products at market places. This is
beneficial in order to evaluate taste and preferences of customers and according firms can
manufacture their products. This concept comprises of 7 P which are used by firms in order to
achieve all their assigned business goals and objectives in effective and planned ways.
Marketing mix of Purbeck Ice-Cream and Coconut Bliss is done and there is comparison
made among the products which are sold by them at market places and these are dealing in
selling ice cream and coconut products (Jones and Rowley., 2011). The marketing mix are
designed so they can achieve all business goals and objectives in desired time frames that have
been allotted to them. The firms are selling similar ice products and these are rivalry firms as
there is high competition among both these firms.
Marketing mix Coconut Bliss Purbeck Ice-Cream

Product This is the most essential
factor of firms. They are
dealing in manufacturing
products related with coconut
such as chips, milk creams,
ball copra, milk powder and
also natural Vinegar products.
These are useful products
which are consumed by people
and it does not affect their
health status.
They are offering thick and
double layered ice cream
products to all their potential
customers. They are variety of
flavours in ice creams in order
to fulfil demands of their
clients and retain their loyalty.
All their ice creams are made
of natural ingredients which is
liked by all their customers.
Price This is the vital component
which states the prices at
which the products will be
offered to final customers
(Malhotra and et. al., 2013).
They are applying bundling
pricing policy which are
beneficial in order to gain
large market shares thus
enhancing their overall
profitability ratios. In order to
increase their footfalls they are
offering products to their
clients at very reasonable
prices thus satisfying
customers and they will
purchase their products.
The firms are selling their
products by applying
penetration strategies as these
are beneficial in order to
maximise sales productivity of
firms thus their growth and
market shares will also be
enhanced. Their main aims are
linked with developing new
flavours in ice creams and
products are sold at market
places.
Place This is an important factor for
firms which determines the
This is an important factor
which are useful for firms by

best places where firms can
sell their products and earn
high profits. The best and
effective locations should be
chosen for selling the products
at market places (Mihart.,
2012). They are mainly using
crowded locality where sales
of ice cream products can be
enhanced. They are also
focusing on needs of
customers and according they
are manufacturing their ice
cream products.
which they can achieve growth
and success in their business
operation's. They are executing
their activities in front of
universities, shopping malls,
parks etc. As the customers are
visiting their and they will
consume their ice cream
products thus their sales will
be greatly enhanced. The
people are liking their products
as they contains double layered
creams.
Promotion There are different methods
used by firms in order to create
awareness about products so
customers and buy them and
ultimately their sales will be
increased. The firms are using
different methods to create
awareness as they are giving
their advertisement in
newspapers, pamphlets are
used in order to make people
aware about their food
products. These promotional
methods are used by them so
they can easily increase their
overall sales and achieve
growth in their ice cream
They are mainly promoting
their products in order to
increase foot falls of
customers. They are
developing plan in order to
maintain good relations with
all their employees so
awareness can be created with
the help of word of mouth of
those customers who had use
their products and services
(Peter and Donnelly., 2011).

business.
People There are large number of
employees who are working
together in order to provide
variety of ice creams to all
their potential customers.
Their main objectives are
related with enhancing sale as
customers will be consuming
their products. Training is
provided to employees so they
will know how they have to
manufacture ice cream
products by analysing needs
and wants of their customers
(BPike., 2015).
The firms are mainly having
their focus to recruit skill and
talented employees who can
easily perform the assigned
business operations without
facing any type of difficulty.
This is most vital factors by
which they can achieve growth
and success in their overall
business operations. Purbeck
Ice-Cream are running their
business operations at very
small scales thus there main
focus are on achieving
satisfied customers.
Process The process which are used by
firms in order to deliver
products to their customers are
linked with supply chain
management. There are
different types of marketing
channels which are used by
them such as warehouse
packaging, labelling and other
services in order to gain
attention of all their potential
customers.
They are using the best and
effective process which are
related with offering their
goods to the end users who can
buy them in order to satisfy
their needs and wants. The
process which are used by
business in order to deliver
products to customers are
useful in order to deliver best
and effective ice cream
products to them.
Physical Evidence This is described as the proof
as the products have been
Purbeck Ice-Cream are making
plans in order to expand their

offered to the final customers.
The firms are using logos,
symbols in order to attract
customers who will be buying
their products thus their
profitability factors will be
greatly enhanced.
business operations all around
the globe at national and
international areas. They are
offering ice cream products to
their buyers at lower prices in
order to gain attentions and
retain their loyalty aspects
(DRossi and Allenby., 2014).
TASK 3
P4 Marketing plan of the firm
Marketing plan: It is important for the firm to formulate marketing plan so that the position of
the firm can be analysed in the market. It is valuable component of an organisation which creates
strong image of an organisation. Marketing plan provides a path to be followed by the firm in
order to attain its goals and objectives and gain higher profits and revenues from its business
operations.
Overview of the firm: Coconut Bliss is a company located in Eugene. The entity deals in food
products and provides ice creams, chocolates and desserts to its potential customers. The
company was established by Barry Kaplowitz which administers variety of products. It is a type
of small business organisation where number of employees are very less and work together in
order to achieve targets of the firm. Approximately revenue of £ 50,00,000 are earned by the
company per year (McCulloch, R., Shaw., 2012).
Vision and mission statement: Every firm has its vision and mission which is necessary to be
formulated by every firm. These are formulated for the future prospect and company works in a
way to achieve these. In Coconut Bliss, vision is related with achieving high value in the market
by offering good quality products to its customers. Mission of the company is to achieve long
term objectives in a particular time period and producing high quality products in order to get
large number of customers.
SWOT Analysis: It is a strategic tool which is used by the company in order to determine their
strength, weakness, opportunities and threats related to the firm. This tool is used in order to

assess the impact of environment on the business operation and practices of business entity.
Thus, Coconut Bliss is using this tool to evaluate the impact of external and internal
environment.
Strength:
 Offers 24 variety of frozen non-diary
product.
 Use innovative and advance technology
in their business operation.
 Serves organic flavours.
 Single SKU, who is running their
business from last 8 years.
 Strong Brand Image
 Provide free tester to every consumer
Weakness:
 In winter and rainy season, there is
decrease in demand.
 Lack of skilled personnel who are
having sufficient knowledge of advance
technology.
 No guidance in terms of financing
 Initial investment was quite high
(Silver and et. al., 2012).
Opportunities:
 Rapid increase in the demand of ice
cream.
 Cost of labour is cheap as compared to
others.
 No intervention of government or any
other financial institution.
 Take the advantage of social media
network.
Threats:
 Strong Competition Level
 Deals with uncontrollable factors in
terms of irregular supply of food, water
etc.
 Price of raw material is increased.
STP Approach: Coconut Bliss has used this approach in order to position their product among
the potential buyer in more effective and efficient way.
Segmentation It is done on the basis of all age group. Coconut Bliss provides flavours
according to the different age of the potential buyer.
Targeting Higher Income and middle class group.
Positioning Domestic and Foreign market place.