Marketing Strategies and Interdepartmental Relations at Ella's Kitchen

This report provides a comprehensive analysis of Ella's Kitchen's marketing strategies, focusing on the company's approach to promoting its organic baby and toddler food products. It begins with an introduction to the company, its products, and its market presence, including its international reach. The report then delves into the core marketing concepts, such as production, product, marketing, selling, and societal concepts, and how they relate to Ella's Kitchen. It examines the various marketing processes employed by the company, particularly its use of supermarkets and social media, and outlines the roles and responsibilities of the marketing function, including market research and strategy development. Furthermore, the report explores the interrelationships between the marketing department and other functional units within Ella's Kitchen, such as finance and human resources, highlighting how these departments support and influence each other in achieving the company's goals. The report concludes by emphasizing the crucial role of marketing in enhancing brand image, boosting sales, and driving overall business success within the competitive food industry.

Introduction to
Management

Table of Contents
1

INTRODUCTION
Marketing is basically a concept and actions an organisation undertakes to endorse the
purchasing and selling of their good and services. Marketing is a broad concept which involves
numerous elements such as advertising, selling, delivering of products to consumers and other
promotional actions. The chosen organisation for this report is Ella's kitchen which was founded
in 2006 by Paul Lindley. Ella’s kitchen is a company that producers organic baby food and
toddler food and feels to the supermarkets dealing in international markets such as the UK China
Denmark Sweden Belgium Canada and the US.
Ella’s kitchen is headquartered in Oxfordshire, UK. The report covers evaluation of the
tourism organisation along with a understanding of Marketing concept. Moreover different
marketing processes which are undertaken by the company are overvalued along with the roles
and responsibility of marketing functions in relation with the company. Furthermore, marketing
influences and interrelationship with different functional units of the company is highlighted.
MAIN BODY
Introduction to the chosen organisation and to the concept of marketing relevant to the business.
Ella’s kitchen is a business organisation that makes organic baby food and toddler food
products, the Organisation was founded in 2006 and headquartered in the UK. Paul Lindley the
founder of Ella's kitchen started the business after graduating from the University and after many
years from starting the career. The company basically produce organic food products for babies
and toddlers but make sales through different supermarkets of the UK (Anderson and et. al.,
2018). Ella's kitchen has its presence in international market places also as it manufactures and
seal food products to the big International supermarket stores who has their presence in different
geographical locations and markets such as China, the US Norway, Ireland, Denmark, Sweden
and Romania.
Ella's kitchen is a manufacturer but do not make sales directly to the customers they are the
retailers who involved with the supermarkets and make their goods available in the partnered
supermarkets for reaching to the customers. The company deals in various and very large
product lines and it have currently 216 products suitable for babies belonging to the age group
from 4 months to 3 years. The range of fruit products includes baby and toddler food smoothies
2

snack rangers and many other food products featuring 100% organic ingredients which are
healthy and nutritious for the new born babies.
Concept of Marketing:
Marketing refers to the activities and techniques and organisation or entity under takes for
promoting the buying and selling of products and services it is offering in the marketplace to the
targeted audience or customers. Marketing is a vast concept which includes where is different
types of activities roles and responsibilities of marketing unit of an organisation so that
appropriate information is being spreaded in the market in relation with the offerings of the
entity (Fleming, 2019).
In other words marketing is similarly defined as a discipline which involves various
engagements in which an entity indulges for bringing in customers and maintains their
relationship so that buying or selling of goods and services of the respective entity can increase
along with establishing a very attractive and potential brand image in the marketplace.
Marketing concept is based on five elements which are as follows:
(Figure 1: Concepts of Marketing, 2019)
 The production concept where uh it is believed that the consumer gives preferences to
those goods and services which are easily available in the market place in low cost and
will render them best value (Hislop, Bosua and Helms, 2018).
3

 The product concept is similar with production concept but the only difference is this
concept of marketing depends upon the number of goods being produced which are of
best quality.
 The Marketing concept which starts with well defined market focusing on first
determining the needs and demands of the customers and then and supplying them
respective goods and services accordingly (Edelson, Senk and Stock, 2018).
 The selling concept stating that all the goods and services of an organisation will be sold
in the market place once it undertakes promoting and marketing actions on a very large
scale and aggressively.
 The societal concept is one of the most recent concept stating that for attaining
organisational goals and its responsibilities very important elements are generating and
increasing customer satisfaction and developing a long-run societal relationship with
them for their well being.
Overview of different marketing processes the organisation is engaged along with discussing the
roles and responsibilities of marketing functions in context to the chosen organisation.
Marketing can be done with various methods and techniques as there are several different
techniques are present in the marketplaces which are beneficial for organisations for conducting
their marketing activities (Banfield, Kay and Royles, 2018). The marketing processes which are
undertaken by Ella’s kitchen are mentioned and elaborated below:
 Through supermarkets- One of the biggest marketing source for Ella’s kitchen is the
supermarkets through which it reaches to its ultimate customers. The company makes
through different supermarkets available in various locations in the world. The
supermarkets organisation renders its products to the customers are one of the biggest
marketing source because of the goodwill and brand image of these stores it becomes
easy for Ella’s kitchen to attract more and more customers.
As the products are being present in the stores and also marketed by the super
stores as they want to increase their sales.
 Social media- Digital technology is becoming draw most potential tool for marketing and
contribute in a large pat in marketing activities of different organizations. Ella’s kitchen
also make use of digital media and advanced technologies to market its goods and
4

services for reaching to the maximum number of targeted audience in order to change
them into potential buyers.
Roles and responsibilities of Marketing function of Ella’s kitchen:
 Market research- The Marketing department of Ella’s kitchen is responsible for
conducting effective market research in order to increase the knowledge about the needs
and requirements of people and their preferences. Market research enables the
organisation to understand the buying behaviour and patterns of the targeted audience and
to create effective plans and strategies to reach to them in the best potential manner
which is productive and profitable both.
 Developing Marketing strategies and plans- The Marketing department of Ella’s
kitchen is also accountable for developing different promotional plans and strategies for
the organisation. As the marketing department to conduct market research they gains
appropriate knowledge about the market and different requirements of people. According
to these research it helps the company to develop an efficient products and offerings for
people and their targeted customers (Salic and Zelic, 2018).
Also the market research conducted by marketing team helps them to develop
effective and attractive promotional strategies so that more and more people can be
attracted towards them offerings of company.
Discussing how marketing influences and interrelated with other functional units of the chosen
company.
Marketing department of Ella’s kitchen is responsible how many different types of
activities of Company such as market research, developing promotional plans, creating the brand
image of the organisation in the marketplace and many other actions. The Marketing department
and its duties also interrelate with other functional areas of the organisation as they support each
Other while performing their respective duties and roles. The interrelationship of marketing and
other functional units of Ella’s kitchen are shown underneath:
 Marketing and Finance Department- The marketing and finance teams of energy
kitchen interior and interlinked with one another. The finance team Develops budgets and
locate respective money to all different departmental units for conducting their activities.
Why promoting and undertaking promotional actions marketing team also need money
which is rendered by them by the finance in it according to the budgeted amount. This is
5

the area where both the departments interrelated as without money no activities can be
conducted by the marketing department.
 Marketing and HR Department- The human resource team of the company brings in
and fulfills the needs of workforce in the organisation. the marketing and human resource
department interrelated with one another when the marketing departments need to
increase their number for conducting activities or to fill in any vacant position or to bring
in more experts (Inkson and Minnaert, 2018).
The HR and marketing department interrelate here as without experts marketing
team cannot work and these experts are provided to them by HR department which is
why it is important that both the teams work with one another for bringing in best talent
according to the needs and requirements of the situation and the foreseeable future of the
company.
CONCLUSION
The above report conclude that marketing is one of the most essential and important task
which is undertaken by the organisation in relation with promoting its products and services in
the marketplace amongst targeted audience along boosting buying and selling of goods and
services. Marketing plays a very important role in in improving the brand image of the company
in the market place and enhancing the revenue units. Marketing is a very valuable and important
activity which is considered and undertaken by all different types of organisation present in the
marketplace and dealing in different industries.
6

REFRENCES
Books and journals
7