Marketing Essentials Report: Coconut Bliss Marketing Plan

This report provides a comprehensive analysis of the marketing strategies employed by Coconut Bliss, a UK-based organic food company. The report begins with an introduction to marketing principles, emphasizing its importance in business management. It then delves into the key roles and responsibilities of the marketing function, including innovation, team building, resource utilization, productivity improvement, and customer demand identification. The report further explores how these roles relate to the wider organizational context, highlighting the marketing officer's importance in developing market strategies, managing marketing activities, and creating customer awareness. The report also examines the 7Ps of the marketing mix for Coconut Bliss and compares them with those of McDonald's. Finally, the report includes the preparation and evaluation of a marketing plan, including the setting of a marketing budget and the steps involved in creating an effective marketing plan. The report emphasizes the importance of market analysis, understanding customer preferences, and adapting marketing strategies to meet current market demands to ensure the company's success.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key Roles & Responsibilities of the marketing function..................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........3
TASK 2............................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning.................................................................................................................6
TASK 3............................................................................................................................................7
P4 Produce and evaluate marketing plan for an organisation................................................7
CONCLUSION..............................................................................................................................12
........................................................................................................................................................13

INTRODUCTION
Marketing is the process of aware people about goods and services of company. In this
modern era numerous companies create, keep as well as satisfy consumers. It has been
considered as one of the premier components related to business management (Papasolomou and
Melanthiou, 2012). Through this companies can easily interact with their targeted customers and
build perfect image in international market. This report based on Coconut Bliss which provide
organic food items to numerous people and responsible to meet its target as well. It is United
Kingdom based firm. In this report discussed 7Ps of Coconut Bliss and compare the same
McDonald. Members of firm prepare marketing plan and set marketing budget. They are
responsible to follow steps as mentioned under policies of firm in order to make perfect
marketing plan.
TASK 1
P1 Key Roles & Responsibilities of the marketing function
Marketing is stands for concept of advertising. It shall include various activities such as
public relation, promotion in across the national boundaries, pricing and distribution and much
more. Furthermore, this is the concept of promotion of goods and services as provided by
companies for attract people and enhance brand image. Firm spend huge amount of money on
this business activities. Coconut bliss select one person as marketing officer who is responsible
to conduct entire marketing process of company (Ogunmokun and Tang, 2012). Managers and
leaders appoint person to attain target of firm and manage their entire performance. They have to
allot work to them on the basis of their skills, knowledge and experience. Frame effective plans
and strategies to meet main objectives of firm. members are bound to comply with roles and
responsible ties which are imposed on them and mentioned under policies of firm. Marketing
officer needs prepare particular format and try to perform functions accordingly. He plays
significant role in complete marketing process. Company have to recruit officer who is capable
of perform function which is allotted to them. Person having certain powers to manage entire
performance. Make some important amendments in the policies. He has to communicate roles
and responsibilities of each person in a company and try to manage the same as well. The main
aim of marketing is to promote goods and services of people also attract large number of people
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and keep them for long time. Several roles and responsibilities of marketing officer are as
aligned below-
Use innovations- As the word implies innovation stands for use of new products or create
new goods. Marketing is the process which is pends on innovation or use of advance technology
for promote goods and services of company in international market. Managers and leaders are
responsible to maintain performance of firm and try to attract number of customers (Xiao-zhong,
2012). Higher authorities of firm are having to use new technologies for promote their services.
Build teams- Team building has been considered as collective term in order to several
business activities opted to improve social relation as well as define roles and responsibilities of
team. This process includes collaborative tasks. Marketing officer motivate employees to
perform tasks in a team and complete them as well. Members who working in team are capable
to attain opportunities to share information and ideas with each other (Brassington and Pettitt,
2013). Through this they can easily attain target and maintain performance in international
market. As each and every member of team is responsible to fulfil rules, regulation and policies
which are imposed on them. They are bound to fulfil responsibilities which are imposed on them
as per the policies of firm.
Use available resources- There are various types of resources used by firm which are
helpful for attain target within stipulated time period. Marketing officer must ensure that
resources which are available in firm are neds to be use helpful to attain target (Lamb, Hair and
McDaniel, 2011). With the help of this technique firm can attain target within stipulated time
period and manage performance as well. Available resources are stands for numerous employees,
advance technologies, machines for producing and distribution of goods and services etc.
Members who working in a team are responsible to share their views and ideas with each other
and enhance their work quality. Members have to opt techniques for effectively use resources
which are helpful to attain continuous growth and development of firm.
Improve productivity- With the help of use of available resources company will improve
productivity. Furthermore, marketing officer play significant role in this process. Through this
company can easily attain target and achieve set of objective (Wang, Lee and McLee, 2011).
Productivity has been considered as ratio of output to input in accordance with production of
products or services. For this purpose, managers and leaders are responsible to conduct training
session for employees and try to enhance their profit margin. Conduct formal meeting on regular
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basis in order to discuss important matter of firm and take best possible solution for organization.
Higher authorities of firm must ensure that members must perform one task at one time and
avoid multitasking. Take advantage which are available for them. Receive feedbacks form other
members. Feedbacks can be presented in both positive or negative in nature. These both types
are beneficial to attain success of firm. Thus, through negative feedback firm can analyses actual
performance and try to improve the same according. On the other side, with the help of positive
one organization have to follow to the same and maintain as well in effective manner.
Identify current customer demand- Every company which perform business activities
and provide varieties of goods and services in across the national boundaries have to provide
services according to the current demand of their targeted audience. Before take step of business
activities researcher have to analyses current market needs of customers and responsible to meet
the same for attract them (Ionitã, 2012). Every firm shall perform according to the taste, nature
and preferences. So that, quality of goods and services can also change accordingly. Marketing
officer responsible to conduct market survey in order to analyse current demand of target
customers and manage their performance as well.
Evaluate target market- Coconut bliss is the multinational food providing firm which to
provide varieties of food items in heavy population area. Marketing officer have to use identify
target market and enhance sell in that market.
Prepare marketing plan or budget- Marketing plan is the forecasting plan which is neds
to be use by every firm for analyses budget of marketing. It is estimation of money which can be
used in this effective process (Brooks and Simkin, 2011). It is the comprehensive document
which is follow by companies to comply with policies of firm. In order to attain this process,
marketing officer and other authorities are responsible to frame effective plans and strategies for
attain target within stipulated time period.
P2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing officer is responsible to perform his business function which is helpful for
companies to attain target within stipulated time period (Pike, 2015). Managers and other higher
authorities of firm are responsible to frame various marketing plans and strategies which are
helpful to attain set of objectives and maintain overall performance of Coconut bliss. They are
positively contributing in continuous growth and development of company. Members of coconut
bliss have to communicate with other members such as target customers, financial providers and
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so on in order to maintain relation among employees and employers. This is important for
marketing officers to fulfil roles and responsibilities which are imposed on them as per the
policies of firm. they are responsible to manage entire business performance.
Importance of roles and responsibilities of marketing officer in performance of coconut bliss.
A marketing officer plays vital role in the organisations because he helps to develop
market strategies and adopt that strategies for increasing sales. Main duties of marketing officer
is to manage the whole marketing activities of the organisation. As in this include marketing
strategies, and its plans, products and service development, advertising policies for the marketing
purpose. He makes plans for the business to occupy good market image among competitors.
Officer mainly focus on practical applications and management of the business's marketing
operations. he should have knowledge about trends and market environment and his performance
must be effective and efficient while performing his own task and his functions.
Coconut bliss company's marketing manager work to design and improve the
effectiveness of core marketing processes like new product development, brand management,
marketing communication and pricing to achieve competitive advantage.
There are several roles and responsibilities that are playing by marketing manager which is very
important in performance of coconut bliss.
Create customer awareness: To increase the sales in the market, customer awareness is
very important so to increase awareness as well as to communicate with customers about the
products and services so company use several strategies for brand promotion in the market as
manager use advertising, branding, publicity, make personal relations to approach the customers
(Papasolomou and Melanthiou, 2012).
Monitoring and analysing market trends: Coconut bliss company's marketing officer
does the analysis of market as well as market survey to approach its customers (Pike, 2015). In
this manager's role is to identify the market trends and gather information regarding the trends to
ensure about fashions as well as environment and then make the strategies to survive among
competitors (Pike, 2015).
Expenses and plans: He manages the all financial activities in the firm and main goals
of marketing is increasing sales. he creates high level marketing plans to guide the organisation's
general marketing strategies and focus that it will deploy (Pike, 2015). Company's team members
encourage as they put his plans into action.
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Studying about competitor's products and services: Manager always try to identify
about its competitor's product and services and survey about its customers in the market to
compete the competitors that helps to make strategies to reach the customers and attract them
towards company's product from competitors.
Brand image and market placements: A good marketing presentation and messages
helps to build the brand image according to products quality and price (Papasolomou and
Melanthiou, 2012). So officer play role to manipulate this image among consumers to alter
market placements for increasing profits and market shares. To make the goodwill in the market
promotion strategies should be effective because it's play important role to create good brand
image among the competitors.
Improve existing products and services: Role of marketing officer is to improve
company's existing products and services as well as launch new products in the market that
different from the competitors’ products and services (Brooks and Simkin, 2011). To capture the
market and to retain more customers company launch new products or existing product with
modification.
Business expansion: Other role of manager is business expansions as for new ideas
developments because successful marketing campaigns come with increases revenue and he use
these funds to expand the company's size or market shares (Papasolomou and Melanthiou, 2012).
New products development is another way for business expansions and increase market share.
Through the market survey as by analysing market trends he determine needs and wants and
make the plans to fulfil those requirements which helps in business enlargements.
Risk and policy: Manager deals with legal and financial risks (Brooks and Simkin,
2011). As he must be ensuring about the ads campaigns and monitor the all terms and conditions
which associated regarding each products and promotions that there is truth in advertising and all
agreements with suppliers and manufactures are agreed to.
Better customer experience: Manager always tries to make good relation with customers
by providing them best experience and they enhance or simplify the relationship between the
company and customer (Brooks and Simkin, 2011). It can be possible through smart, innovative,
marketing campaigns and come with new way to reach potential consumers and easier purchase
as well as delivery. These elements are integrated into the demanding and exciting position of the
officers.
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TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning
Marketing mix consists several elements such as product, place, price, promotion and
much more which having impact on their performance or work quality of firm. Marketing mix of
coconut bliss compare with McDonald-
7Ps Coconut Bliss McDonald
Product This organization provide organic food to
their targeted customers in order to
maintain health of people.
It offers vegetarian as well as non-
vegetarian fast food items with crispy
or spicy taste.
Place Coconut bliss having numerous store in
United Kingdom and across the national
boundaries. Which are useful to attain
customers of particular place of people.
Fast food items of this firm are
available in limited areas. Members are
failed to reach to customers and not
able to increase sale as well.
Price Coconut bliss provide numerous items
which are made from coconut so that
these items are able to maintain health of
people. So that, products of this firm
available at reasonable price which are
easily affordable for them (What are
is 7Ps Marketing Mix and how should it
be used?. 2017).
Prices of fast food items of McDonalds
are quit higher than other firm. not
every person of country is capable to
afford the same. Company have to
reduce price for attract more product.
Items are available at high price.
Promotion Promotion of food items of company is
an important factor which are needs to be
use for aware people and attract them as
well. So that, marketing officer of such
firm use advance technologies to conduct
this function and maintain performance
of firm.
Members of such firm opted several
promotion activities with the help of
T.V., radio, cinema, newspapers and
magazines etc. This entity usually
attracts children and adults to sell their
fast food items.
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People Quality of goods and services are usually
important to set perfect image in the
mind of customers. So that, firm have to
provide best quality of goods and
services to its targeted audience.
This brand has been connected to large
number of people at a same place. They
have to provide best quality in target
market to numerous consumers. People
play significant role in increase or
decrease sale of company and put it in
profitable position.
Processes For the purpose of attain target this
company conduct various business
activities which are significant for them.
Members have to use all their efforts to
maintain performance in effective
manner.
They have to use attractive packaging
to promote their goods and services
with the help of business activities.
Physical
Evidence
Provisions of Coconut bliss are not easily
available at every palace but its services
are effectively contributed to various
number of suppliers for sell to
consumers.
Stores of McDonald are easily available
on several locations. Members are
bound to maintain cleanliness and
safety at work place for keep their
customers and employees for long time.
TASK 3
P4 Produce and evaluate marketing plan for an organisation
Marketing plan is the process which is needs to be use by every firm for take idea of
budget. Every company spend huge amount and time of money on marketing. Company spend
huge amount of money of marketing of firm (Jones and Rowley, 2011). So that, in order avoid
extra expenditure members must frame plan and set activities accordingly. Marketing officer
receive an idea from market research which is importance for them to comply with policies.
Introduction of organization
Coconut bliss is the multination food providing firm which offer varieties of organic
food. Such company produce and distribute healthy food as comparison with other organizations
(Khan and Adil, 2013). marketing manager of such firm have to focus on its quality, packaging
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and much more things through which food become attractive and enhance opportunities to earn
profit. All members are responsible to use their collective efforts for the purpose of enhance
market opportunities.
Marketing Objective
The main aim of Coconut bliss to provide best quality of goods and services to targeted
customers for the purpose of satisfy their needs and demand (Malhotra, Birks and Wills, 2013).
They have to build trust among people and try to demonstrate new ideas for analyse current
market demand of customers.
Marketing Budget:
Particular 1st year 2nd year 3rd year
Advertisement 5000 4000 3000
Promotion of company for increase sales 6000 9000 8000
Direct marketing 3000 3500 2500
Total 14000 17000 13500
Pestle analysis of Coconut bliss
It is to examine external factor before setting up any business entity in market. This is
known as Luna & Larry's coconut bliss. Which serves pure organic ice creams and consumable
products these things are based on cholesterol free coconut milk and packed with lauric acid,
with natural sweetened syrup it has been operating from 2005 February in Eugene.
Political factor- These are mainly relay on how government mark his presence in economy.
They fix some rules and regulation for organisation which company need to follows. If firm
ignores these all customs to follow, then owner should be forced to close down his business.
Here. Tax policies, trade restriction, political stability are included. This factor also covers goods
and services, with amid to provide better quality product in market this would not harm and
human begin along animal as their packaging need to be good (Wirtz, 2012). So this company
required for go in flow of government and helps themselves to grow in new market.
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Environmental factor- It holds ecological aspect like, climate, weather and changes. Which
will affect industry's production or service. For serving anything in market majorly eating
product climate condition plays a key role. This factor also helps in information generation for
company's competitor. It is essential for any firm to identify all conditions before showcasing his
product in market. Company needs to do market research to get an idea to customer's demand,
choice, fashion. Technology which helps them to make product more connected with them
(Ogunmokun and Tang, 2012).
Social factor- Here it holds, health and cultural aspect. Now a day’s people are become
more conscious for his well-being (Gertner, 2011). So it is necessary to serve those things who
are consumer friendly.
Technological factor- This incorporate with advancement, in these days’ individuals are
become techno friendly (Nguyen and Simkin, 2012). They need those things who provides them
good quality, the changes in technical environment could be affected on their product, so coconut
bliss needs those techniques who are easily accepted by consumer.
Economical factor- It directly related with customer satisfaction and puts their mark on
sales and profit of the firm. This mainly carries growth, exchange and inflation changes these
components does major effect on company. It is helps firm expand in business. Here. Industry
should farm those paying policies which consumer will accept and ready to pay. As coconut bliss
is ice cream or organic consumable product's company, they should be take care of prices and
their target market or customers (Fazlollahtabar, Aghasi and Forte, 2012). Because these kind of
product have good range of cost and every person could not afford.
Legal factor- It holds employment law, discrimination law and also health and safety law,
these effects on how a company is running. It relates with market and consumer rights, product
care too. It’s important for a firm that they have to knows about all legal conditions which
provides smooth running and participation in economy (Katengeza, Okello and Jambo, 2011).
Unethical service of goods is not allowed if it occurs, company will drop down with legal action
by government.
Porter's Five Forces for Coconut Bliss
When a business established in market, it takes a long time to make their own goodwill
with the other companies (Desai, 2013). This is an analysis for determine how competitive
industry effect on organisation and consist those factors that affect its ability to serve customer
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and make a profit. The analysis helps to re-assess the marketplace with some changes and
provide brief industry information to business units. Coconut bliss is a firm with a lots of
competition in ice cream industry and organic food industry as well, this analysis represents the
effect of its rivalry factors-
Competitive Rivalry- This forces are introducing how many oppositions are in the
market of same product. The factor is directly effect on customers buying power at the different
cost which other firms are offers. In it competition become very high when consumer can easily
switch to purchase products if form and show their interest in other companies who offer same
product on a little cost (Dibb and Simkin, 2013). When organisation faces these type of rivalry,
Advertising and flexibility of pricing helps to make reconcile their product and values.
Bargaining power of Supplier's - This is representing suppliers cost reduction power on
which they can easily get profit with costing and provide satisfaction to their customer. That
effect on market price of other products and depends on how can suppliers provide fulfilment to
consumer at high level.
Bargaining power of Buyer's- Customers are the last buyer of product and their power
of purchasing is directly effect on products price and its quality. When an organisation starts
their work to produce a product, first thing they need to understand is that how can they make its
quality and goodwill as much good as other serve in market which consumers recognise for a
long time (Papasolomou and Melanthiou, 2012).
Threat of Substitute- This is introduce that how it is easy for consumers to switch that
product and show their interest in other substitute brand. It is looks like how many competitions
are already exist at a place with the same outputs (Papasolomou and Melanthiou, 2012). For this
a company have to examine the market first, how much profit is rivalry industries earn to provide
different cost of a substitute and what is their flexibility level which they can do for lower cost
even more.
Threat of New Entry- For a new industry it is very hard to join a marketplace with
strong competition. An organisation is always conducted with a lots of risk and these can be of
cost, outputs, consumers’ satisfaction, productivity and the most important time to get as much
revenue with strong competition.
SWOT Analysis of coconut bliss:
Strengths:
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