Marketing Essentials Report: Roles, Mix, and Plan for Coconut Bliss

This report, focused on marketing essentials, begins with an introduction to marketing and its core concepts, emphasizing customer needs and value creation. The assignment, using Coconut Bliss as a case study, then delves into the critical roles and responsibilities of marketing functions, such as distribution, finance, market research, pricing, product management, promotion, and sales. The second task provides a comparative analysis between Coconut Bliss and its competitor, Purbeck Ice Cream, examining their marketing mix strategies, including product, price, place, and promotion. Finally, the report outlines a marketing plan for Coconut Bliss, integrating the insights gained from the previous sections to propose effective strategies for achieving the company's objectives. The report concludes with a summary of the key findings and recommendations.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Important roles and responsibilities of marketing.................................................................1
P2 Roles and responsibilities of different marketing functions in firm's context.......................3
TASK 2 ...........................................................................................................................................4
P3 Comparison between two organisation that use marketing mix ...........................................4
TASK 3...........................................................................................................................................7
P4 Marketing plan of the organisation .......................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is a process which is based on the concept of fulfilling the needs and wants of
the customers. It is defined as the set of processes that are associated with the firm so that
products and services are offer to the clients. For this purpose, managers need to formulate
effective policies and strategies in order to attract potential customers. By this process, firm
creates value for consumers and make healthy relationship with them. It determines the activity
of management which is responsible for forecasting and satisfying the needs of clients
(Brassington and Pettitt, 2013). In the present assignment, chosen company is Coconut Bliss
which deals in food products such as chocolates and ice cream. The company is established by
Barry Kaplowitz in Eugene. The assignment covers roles and responsibilities of marketing
function in context to organisation and development of basic marketing plan. The ways by which
different firms apply marketing mix in order to achieve objectives is also defined in the report.
TASK 1
P1 Important roles and responsibilities of marketing
Marketing function: Marketing is defined as a function or set of processes which helps
the firm in creating, communicating dan delivering value to the customers and maintain good
relation with them. It plays vital role in the development and success of the firm. There are
several types of marketing functions which are necessary for Coconut Bliss to apply it in its
business operations. These are as follows:
Distribution
It is important function of marketing in which the manager of the firm takes decision
regarding distribution of product. They identify the area to be serve and distribute accordingly.
Distribution channels helps the business in delivering their products and services to its
customers. It consists of manufacturers, whole sellers, retailers agents and distributors. By a
sequential chain, product reach to its end user (Wirtz, 2012). Logistics and supply chain
management process is involved in it. The firm needs to design efficiently its SCM in order to
supply their products to buyers.
Financing
Finance is the vital resource for an organisation as without it, no business can run
properly. Firm requires sufficient capital in order to run its day to day operations smoothly and in
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efficient manner so that the goals and objectives of the firm can be achieved. Companies can
manage their funds from different sources like banks in order to meet its capital requirements. It
is necessary for the manager of Coconut Bliss to determine financial needs of the organisation
and fulfil these so that all the activities run in proper manner.
Market research
Research is an important function of every organisation. It is conducted in order to
identify the market and determine needs and wants of consumers. Current trends of markets can
be analysed by the researchers which helps the company in developing a new product and
achieving goals and objectives of firm. It is necessary for the organisation to conduct market
research before developing new product and introducing that into the market (Cavusgil and et.
al., 2014).
Pricing
This function helps the organisation in determining price of the product. Development
and success of the firm highly depends on it. So, Coconut Bliss needs to set the price of their
product accordingly. Prices should be less than the competitors and appropriate pricing strategy
should be adopted by the firm in order to meet the targets and accomplish objectives.
Product and service management
Target market is identified by the firm in this function. The company set reasonable
prices of their products and services. It usually focuses on improving, developing, attaining and
maintaining the product concerning opportunities of marketing. Company provides range of
goods and services to its customers by administering them dark chocolates, ice creams and
deserts. They provide different services such as home delivery.
Promotion
It is an important function in order to promote products and services in the market.
Marketing managers use various tools and techniques of promotion in order to communicate the
value and benefits of its goods (Cooper, 2013). Promotional tools includes advertising, direct
marketing, sales promotion, personal selling etc. Coconut Bliss gives best offers to its customers
in the form of discounts, coupons, online deals so that more customers are attracted towards the
brand.
Selling
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After producing the product, its selling is also important in order to cover the cost which
is incurred in manufacturing of product and earn higher profits. Main aim of this function is to
provide high quality products to potential customers of the firm. Variety of products are
produced by Coconut Bliss to sale its clients and satisfy them.
P2 Roles and responsibilities of different marketing functions in firm's context
The function of marketing is very important for every organisation in order to achieve
goals and objectives of the firm. By this function, company can easily increase its sales and
attain its targets. Different functions which re taking place in an organisation are described as
follow which have to take in account by authority of an organisation in order to enhance their
productivity:
Marketing and human resource department: A major role which perform by the HR
department is to recruit and select such number of individual whom are perfect for the provided
vacancy. Along with this, they also have to provide appropriate training to each and every
individual so that they get developed and manage working properly. HR manager of a company
have to select such personnel for the marketing department whom have better and appropriate
knowledge to deal with users in order to enhance sales (Jones and Rowley, 2011). Marketing
department employees should have to gain better and appropriate information about how to use
advertisement and other promotion tool properly in order to make things correct and appropriate
in nature which will lead to contribute to wider organisation context.
Marketing and Information technology department: A major work which get done by
department is to introduce and use new and innovative methods of production. Business have to
adopt and determine all new and innovative methods of marketing in order to make things
appropriate and correct in nature. Information & technology department have to combine their
working with marketing department so that they are going to maximise their working pattern and
enhance customer base as well (Wirtz, Chew and Lovelock, 2013). Marketing have to get done
through social media is a new and innovative way through which management become able to
reach with wide range of customers. Many people are using social media as a best source to
communicate each and every information properly and marketing manager have to adapt them
and work according t such consent effectively.
Marketing and sales department: A major element which support business is sales.
Increase in sales will enable business to grow and maximise their profit margin as well.
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Marketing and sales department have to fulfil their duties and obligations properly in order to
which they lead to get sustain at market for long term purpose (Malhotra, Birks and Wills, 2013).
Both the managers have to work properly in order to which they can support an association in its
growth and development. Marketing department have to adopt revolutionary method which
support to sales in its enrichment. This work in another section which is more profit and revenue
generation.
All the functions are interrelated with each other as all plays an important role in the
achieving the goals and objectives of Coconut Bliss. All are necessary for the smooth
functioning of firm. In the absence of any one department, no activity of the company can run
appropriately in proper manner. All the functions are important in order to perform all the
operations in effective and efficient manner. It is essential for an organisation to keep in view all
the functions and ensures that all running in proper way so that the firm is able to accomplish its
predetermined goals and objectives.
TASK 2
P3 Comparison between two organisation that use marketing mix
It is essential for every business to use various approaches and techniques through which
they become able to reach to wide range of customers in an effective manner. Marketing mix is a
beneficial approach through which business become able to reach wide range of customers with
the help f using effective pricing strategies as well as promotional tools so that they are going to
reach wide range of customers in an effective manner (Lilly, 2014). Thus, business have to adopt
appropriate tools and techniques which lead to enables them in satisfy wide range of customers
as well as strategies get formulated on the basis of competitors as well.
Coconut Bliss managers have to compare their working with other major competitor
which is Purbeck Ice Cream. It is essential for them to compare their working with major rivalry
of business in order to make things correct and appropriate in nature:
Marketing
mix
Coconut Bliss Purbeck Ice-Cream
Product For every business organisation product
work as an essential segment through
which they can compete in market
Product make the business differ from
each other as every association use
various quality raw material in order to
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world. They mainly produce coconut
chips, water, powder, milk cream, oil,
ice-creams, ball copra and natural
Vinegar (Mihart, 2012). Thus, managers
have to determine the ingredients which
used by rivalries and maintain the
quality standard as well for their
products.
produce and manufacture their goods
and services.
Major products of Purbeck Ice Cream
are thick double cream, local fresh
milk, Abundances of delightful
flavours, entire protein free with no
nuts, preservatives, artificial flavouring,
colour and natural colour products.
Along with these, their flavour products
support in providing a sense of relief.
Price Pricing strategy play an effective role in
order to grab appropriate market share.
Business have to adopt effective pricing
strategy for business according to nature
of operations. Currently price of
products of Coconut Bliss are
appropriate in nature where every group
of customer have ability to purchase
them.
Pricing support in accomplish all
targets effectively (Papasolomou and
Melanthiou, 2012). Thus, managers
have to determine their competitors
price properly and then take decision.
Penetration pricing strategy adopt by
Purbeck Ice Cream under which they
become able to enter into market and
then gain appropriate market share.
Place It is essential for a business enterprise to
determine such area of production from
where they can easily reach to their
customers. This factor support in
delivering the products at right time in
minimum time frame. Coconut Bliss
have to establish their factories and
outlets at such location which are
convenient for their users to reach as
well as customer satisfaction get
enhance.
Place is very important and essential
part of the business development and
success. If a location of plan is far from
the customers then business deals will
not get completed on time. Thus, it get
determine from research that Purbeck
Ice Crams factories and outlets are near
to cities from where they can easily
reach to users. Thus, this is a major
reason behind success of a firm.
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Promotion There are various approaches are
determine which are related with
business promotion activities. Coconut
Bliss is using social media as a platform
through which they are promoting
business to wider range of customers
which enables them in making their
products understand to each and every
user (Peter and Donnelly, 2011).
There are various promotional
techniques are determine by business
which have to take in account by
managers of a company effectively.
Purbeck Ice Creams are still using
printed way of communication with
their users. This might create issues and
problems in their working management.
People Small number of people are work
together for attaining some common
purpose and goals. The major aim of
firm is to attaining high growth and
profit through offering high quality
goods and services to their customers.
Company focused on providing training
to their employees for serving in
effective manner.
The company is widely focused on
hiring educated and talented people at
work place in order to establish an
effective relationship with customers.
As a small organisation Purbeck Ice-
creams has less number of employees
who are contributinfg their best efforts
through gaining training form higher
authority of firm.
Process The company is widely applying
supply chain management process in
regards to deliver their produce goods to
their final customers. In this company
use various channel of marketing
functions such as transportation,
warehousing, packaging & labelling and
other services.
As a small business firm the company
is using supply chain management in
order to delivering goods and services
in less period of time (Shaw and
Director, 2012).
Physical
Evidence
In this all products and services are
delivered by company. The company
has different outlets and stores through
which they provide quality products and
The company is focused on expanding
their business activities at large level
and conduct their operations in national
as well as international level. They
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services to their potential customers in
effective manner (Silver and et. al.,
2012).
provide variety of goods and services to
their clients through their mini stores
and outlets.
TASK 3
P4 Marketing plan of the organisation
Marketing plan: It is the most important factors of firms which are related with
developing so they can easily analyse their positions at market areas and earn competitive gains.
If the plans are developed effectively then it results in development of strong images at the
market places thus firms will achieve growth and success in their operations. There had to be
plans developed so that activities will run in systematic and planned ways and business will earn
higher profitability and revenues from their operations (Berkowitz, 2016).
Overview of the company: Coconut Bliss are dealing in food products and these are
categorised as Business to Customers firms in Eugene. The founder person of this business is
Barry Kaplowitz and they were mainly offering ice creams and other coconut food products to
all their potential customers. The activities are operated at smaller scales and they have few
employees who are working for their business operations. The annual revenues which are
received by firms are approximately £ 800,000 per year.
Vision and mission statement: These are the important statements which are formulated
by Coconut Bliss in order to make their organisation achieve success in their operations. It is an
important task as firms are able to analyse their current positions at market places. The main
vision statements are related with gaining attention of customers who will buy their ice cream
products thus maximising their profitability ratios. The mission statements are related with
developing long terms goals and objectives and achieving them in desired time frames thus their
targets will be achieved and they will serve products to their potential buyers.
SWOT Analysis: This is the most important and vital factor for firms as they had to
analyse their strong and weak points and also their threats and opportunities in specific and
planned ways. These are vital factors as they helps in defining the informations in systematic and
planned ways.
Strength Weakness
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 They are serving variety of ice cream
flavour to all their potential customers.
 They are using advanced technologies
in order to manufacture their products
according to customers demand.
 All the activities which are related with
control operation's are handled by Irish
experts and also managers and
supervisors.
 The sales of ice cream products
decrease in rainy and winter seasons.
 Leadership of Irish people.
 The persons who are working under
them are not having good knowledge
and they are also unskilled.
Threats Opportunities
 There are situations which are not
under control like flood, water supply,
political instability etc.
 There are high cost incurred on self
loading plants and they are also
freezing wholesalers according to their
demands.
 Demands of ice creams by customers
are very high at the peak stage in
summer seasons.
 The cost which is spend on hiring
labours are also very less.
Competitors analysis:
In this modern age of competition firms are mostly focused on achieving competitive
gains by analysing trends at market places. There are many firms who are running their
operations at similar locations thus they have to make plans in order to develop innovative ideas
by which they can achieve competitive gains. They are mainly focused towards achieving
success and growth in their operations. The major competitors of Coconut Bliss are
Worthenshaws Ltd, Purbeck Ice-Cream and sweet cream company (Blythe, 2012).
Marketing budget:
This is an important factors for firms in order to analyse the amount of money which they
have and they can spend on promotional activities in order to create awareness about their
products. This is an important factor by which they are able to create awareness among their
products according to the budgets that is available with them. Finance Mangers are playing an
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important role in order to develop plans according to their budgets which can be spend on
different promotional activities. This is beneficial for firms in order to achieve success in their
operations.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 9000 11000 15000 18000 40000
Investment 17000 20000 38000 12000
Total 9000 28000 35000 56000 52000
Marketing outlay
Promotion 3000 5000 4000 5000 6000
sales publicity 2000 2000 3000 4000 5000
Direct selling 2000 1000 4000 5000 4000
Total 7000 8000 11000 14000 15000
Net Amount 2000 20000 24000 42000 37000
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