Marketing Essentials Report: Nestle UK, Roles and Functions

This report provides a comprehensive analysis of Nestle UK's marketing strategies, roles, and functions. It begins by explaining the fundamental roles and responsibilities of marketing, emphasizing its consumer-oriented and dynamic nature. The report then delves into Nestle's specific marketing practices, including its adaptation to market trends and its use of digital marketing. A key focus is the interrelationship between marketing and other business functions such as HR, finance, production, sales, and R&D, highlighting how these departments collaborate to achieve organizational goals. The report also examines the evaluation of marketing plans within the organizational context, comparing marketing-mix elements and tactics employed to achieve business objectives. Overall, the report offers insights into how Nestle UK utilizes marketing to drive profitability, productivity, and customer satisfaction, concluding with an evaluation of its marketing plan and its effectiveness in achieving business goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1) Explain the roles and responsibilities of marketing functions. ...........................................4
M1) Evaluating the roles and responsibilities within the organisation context. ........................6
P2 Describe significant duties and functions of marketing in context of larger enterprise
structure .....................................................................................................................................6
M2) Evaluating interrelationship of business functions of an organisation...............................8
TASK 2 ...........................................................................................................................................9
P3) Comparison between the two organisation which including marketing-mix elements in
order to achieving overall business goals and objectives. .........................................................9
M3) Examine various tactics which are helps to achieving organisation goal and objective of
company. .................................................................................................................................13
TASK 4..........................................................................................................................................14
P4) Evaluating marketing plan for an organisation..................................................................14
M4) Analysis marketing plan within the organisation context. ...............................................16
CONCLUSION.............................................................................................................................17
REFERNCES.................................................................................................................................17

INTRODUCTION
Marketing is wider and border concept which refers to utilising various tools and
techniques in order to improving effectiveness of organisation. It involves providing various
products and services in order to fulfil the requirement of customer. The report is about Nestle
which are situated in UK and providing wide range of products and services. The paper consist is
various roles and responsibilities of marketing function and they linked with other function as
well as marketing-mix element which are including comparison between the two organisation
and accordingly organisation formulated new strategies. In addition to this, organisation
execution marketing plan which are helps to achieving organisation goal and objective of
company.
TASK 1
P1) Explain the roles and responsibilities of marketing functions.
Marketing is important functions which plays vital role in an organisation in order to
achieving organisation goal and objective of company. It including various products and services
which are providing to consumers and targeting large numbers of customers. It involves various
tools and techniques which are helps to promoting the products and services. In relevance of
Nestle, it involves their top management formulated new strategies which are adapting in order
to enhancing profitability and productivity of company (Aley, 2017). They utilised various
techniques such as digital marketing and campaign run in order to promoting their products and
services and increasing customer base.
Nature of marketing
Marketing plays vital role in the organisation so utilised various tools and techniques in
order to attracting large numbers of customers.
Consumer oriented-: This function is targeting customers so it is consumer oriented
activity which main aim to using various tools and techniques because it helps to attracting large
numbers of customers in order to promoting products and services of company (Cluley, 2018).
Organisation formulated various strategies which help for this function in order to beat the
competitor and gaining competitive advantages.

Dynamic process-: It is dynamic activities which refers to environment changes very first
so accordingly marketing team developing new strategies in order to gaining competitive
advantages. In present context, it refer to very firstly changing market trend, technology,
customers taste and preferences.
Economic functions-: It is process which including economic activities in order to
marketing activities have greater contribution in order to generating more revenue and
profitability of company (Karamehmedović, 2018). In context of organisation, it includes putting
so much efforts in order to generating more revenue so accordingly handling and managing the
activities. Marketing mangers of company design the activities which helps to attracting large
numbers of customers.
Marketing concept
This is the most important concept which refers to organisation using effectively in order
to developing brand image of of the company. It consider as satisfying the needs and demands of
customer in order to selling products and services to customers. It involves developing strong
and healthy relationship with customers due to retaining customers for longer period of time. It
helps to enhancing profitability productivity of company. In context of Nestle, it includes
marketing team effectively and efficiently working which fulfilling customer requirement and
achieve satisfaction level for customers.
Current and future trends
There are ample numbers of changes at marketing place regarding products and services.
It includes today's environment changes very firstly in order to market trend, taste and
preferences of customers. In reference of Nestle, It utilising various process in order to easily
find out the recent trend which helps to attracting large numbers of customer (Khalili, 2020).
Impact on external environment on marketing activities
Macro environment includes various factors which are impact on business and marketing
activities. It involves various activities such as political, technological, environmental, legal and
technological. All these factors affecting business activities so organisation essential to analysis
in order to gaining profitability and productivity of company. In context of Nestle, it refers to
accordingly formulated various strategy in order to successfully sustain and grow business
model.
Process of marketing

Step-1: This is first step which refers to marketing mangers collection and survey in
order to gathering data for potential consumers. It involves analysed and evaluate data in order to
know about the customers needs and preferences accordingly provides products and services.
Step 2: After the first step organisation know about the requirement of customers so
accordingly developing new strategies which helps to achieving organisation goal and objectives
of company (Li, 2018). They accordingly developing advertisement, tools and techniques which
are helps to gaining competitive advantages.
Step 3: This stage which refers to manger of Nestle know the situation and condition of
marketing accordingly developing marketing plan which result as providing best experience to
customers.
Step 4: It includes organisation focusing post sales activities which refers to enhancing
profitability and productivity of company as well as establishing strong and healthy relationship
in order to reattaining customer for longer period of time.
Mangers of the organisation plays crucial role in order focusing all the business activities
in order to performed in proper manner. It includes formulated proper process which are helps ti
achieving organisation goal and objective of company.
Product Designing-: This is process which refers to organisation conducting research
and accordingly developing innovative products and services (Mankiw, 2020). In relevance of
Nestle, it involves utilised various tools which are helps to developing innovative products with
the help of technology.
Brand value-: It is essential aspect because without that organisation cannot developing
brand image in the market so Nestle marketing team focusing brand image accordingly
satisfying the needs and demands of products and services.
Market research-: Organisation conducting market research in order to gathering data
and information which result as achieving organisation goal and objective of company. It
including analysed the market trend because Nestle fulfilling the needs and demands of
customers,
Exchange functions-: Marketing mangers of company used various tools and techniques
in order exchanging products and services in order to marketer and buyers and Nestle marketing
mangers formulating new strategies to performed in effectively.

M1) Evaluating the roles and responsibilities within the organisation context.
Marketing is important tool which utilised by most of companies in order to increasing
profitability and productivity of company. It including focusing various business activities as
well as improving performance of company. It involves marketing function helps to achieving
organisation goal and objective of company and accordingly formulated new strategies which
result as fulling customer needs and demand of products and services.
P2 Describe significant duties and functions of marketing in context of larger enterprise structure
Marketing plays a significant role in the growth of business conglomerate as it informs
consumers with the mission statement of the organisation. Marketing function include creation
of positive brand image, identification and retention of loyal customer base, providing the
company effective market research material to help them make proper decisions and
communicate changes in consumer preferences to appropriate authorities of the company.
Execution of all these roles helps a company maintain stable growth rate and expand in new
markets (Stwora, 2020) .The marketing department helps the company promote their
commodities to targeted consumers and introduces new the company to fresher markets. Since
every department in an organisation works not as a separate unit but in a collaborative and
coordinated manner, each department undertakes a huge responsibility in the larger scheme of
the organisation so as to achieve the common objective of organisational growth. Various
departments of the respective corporate work together and are interrelated to each other for
making an effective decision. The responsibilities of marketing in the wider scheme of the
international food and drink processing conglomerate Nestle are provided below:
 Marketing and HR: Primary objective of HR division is to fill the vacant position
of an organisation with suitable and talented employees. Another duty of HR
division is implement effective practices and policies which increase employee
engagement and productivity (Aley, 2017) . The HR division at Nestle recruits
talented employees and enforces practices for retention and development of these
employees. The marketing division maintains effective communication with HR
to sustain talented and productive employees so the company can maintain the
quality of their products.
 Marketing and finance: The finance department controls and secures financial
resources of the company such as financial investments, funds, treasury and

determines risk management and budgeting policies of an organisation. In relation
to the respective company, the marketing division maintains effective
intercommunion with finance division to formulate affordable and effective
promotional campaign strategy and to receive adequate funds for various
branding activities. This practice helps the company manage risk related to heavy
marketing investments and paves way for the success of organisational aims and
objectives.
 Production and marketing: The chief objective of this department is to
manufacture various goods in accordance with consumer demands. In context of
the respective organisation, the data related to consumer choices and market
changes provided by marketing division helps the production team produce
adequate amount of products. This collaborative effort of marketing and
manufacturing division helps the company fulfil needs of all the customers across
all of their factories around the globe (Crane and et. al., 2019) .
 Marketing and sales: The main duties of this department are to increase sales and
consumer acquisition, and convert current customers into loyal customers of the
brand. The marketing division at Nestle collects relevant information of current
consumers such as kind of coffee which is bought by most customers, or gluten
free noodles bought by consumers with allergic reactions to gluten. This
information helps the sales department target customers with special offers and
increase sale of the company.
 Marketing and R&D: The key aim of this department is to provide the company
technologically advanced material and conduct various trial and research which
help the company stay ahead of their competition and adapt with technological
changes (Boone and et. al., 2019) . In relation to respective establishment,
various research and test results provided by skilled and knowledgeable R&D
team members help the marketing department formulate efficient marketing
strategies and develop brand image of the company which reflects technological
changes in the society.
The marketing division at Nestle preserves effective communication with various
divisions of the company. This practice not only ensures smooth running of the conglomerate but

also builds a positive workplace atmosphere which maximises worker retention and overall
productivity of the organisation.
M2) Evaluating interrelationship of business functions of an organisation.
They are including various business function which are linked together with the
marketing functions such as finance, operations, marketing, human resources and many other. It
including all the functions are internally related so it highly impact on business performance and
profitability. It involves marketing coordinated with other function such as so this functions
effectively conducting their activities such as promotional activities and many others
(Neuninger, 2017). It is process which refers to various activities in order to utilising various
tools and techniques such as social media like you tube, Facebook, Instagram and twitter so
effectively performed the business activities because marketing and finance so this department
plays vital role in order to estimating proper budget regarding the promotional activities and
carrying cost of each activities which are carrying by market department. Similarly, marketing
with human resources so it play important role in an organisation because marketing department
needs that numbers of candidate in order to performing functions so HR manager recruiting
capable, able and skilful candidate so they effectively performed the business activities which
are helps to easily achieving organisation goal and objective of company. Marketing linked to
another functions which are helps to enhancing profitability and productivity of company as well
as smoothly conducting business activity so marketing and customer service, marketing and
operations , marketing and sales and so on.
TASK 2
P3) Comparison between the two organisation which including marketing-mix elements in order
to achieving overall business goals and objectives.
Marketing-mix is tools and techniques which are utilised by company in order to
effectively promoting the products and services. Manger of company used this techniques in
order to achieving organisation goal and objectives of company. In relevance of company, Nestle
and Cadbury both the organisation leading company so conducting effective comparison
between them which are discussed below.

Elements of marketing-mix Nestle Cadbury
Product Organisation dealing in wide
range of products and services
so they are not providing only
chocolates and beverages as
well as healthy drinks and
many more for customers
(Solntseva, 2019). There are
ample numbers of products and
services such as Cerelac it is
healthy drinks for children
which mainly targeting for new
born baby and children. They
serves as energy drinks for
working peoples and many
others. It is the biggest
competitor Cadbury so
accordingly providing various
beverages such as Nestle milk
maid, Nescafe, Maggie, pasta
and many other. It including
providing wide variety such as
Kitkat, Munch, Milky bar and
so on.
This providing various
products and services which
refers to mostly chocolates
and beverages and many
others. Products refers to those
which are providing customers
in order to fulfilling the needs
and wants of customers. It
provides like chocolates,
deserts and beverages for
customers. It involves various
products such as eclairs, dairy
milk, five stars, fruit & nut
and perks. Under the brand
name Biscuits which refers to
Oreo as well as milk additives
such as Bernita and many
other products and services
offered to customers
(Stephens, 2016).
Price Price refers to organisation
charging value for customers
in order to offering various
products and services. Pricing
plays vital role in order to
helps to determining cost of
Pricing is important element
which refers to impact on
profitability and productivity
of company. It charging price
of products on the basis of
their quality for example,

products an services. Nestle
using differentiation pricing
strategy because their products
are less expensive to another
brands such as various
variation on the basis of
product size and taste (Stwora,
2020). For example Maggie is
only available in the market
Rs. 5 only and 16 pieces find
in packet so it helps to
maintaining quality and price
of products.
Bournville, is brandes
chocolates so charged their
price on the basis of their
quality.
Place In context of organisation, it
including utilising effective
distribution strategy which are
helps to products and services
easily reached to customers. It
involves European distribution
channel because more demands
of two products such as
Maggie and Nescafe. It
utilising discount schemes
which are providing to
distribution networks it impact
on revenue and profitability of
company.
Cadbury using various
channels in order to
effectively and efficiently
utilising distribution channel
such as all the products and
services are available all over
the world so it targeting large
numbers of customers as well
as increasing customer base
(Vuignier, 2016).
Promotion There are ample numbers of
tools and techniques which are
utilising in order to promote
Cadbury is one of the leading
company so effectively using
various strategy such as

the products and services such
as extensive advertising like
Maggie which are highly
impact on children in order to
preparing only for 2 minutes as
well as show brand value as
snakes. It helps to developing
brand image in the mind of
customers and strong brand
portfolio because using above
market line strategy in order to
showing different from it's
competitors (Yi, 2017). They
are various other traditional
methods such as billboards, TV
commercials, newspapers,
magazine and many others.
advertising, public relations
and many others. It including
offering various discounts and
rebate tools in order to
attracting large numbers of
customers. It includes various
techniques which are helps to
promoting their brand like
using social media,
advertising, posters and
online. They promotes their
products and services through
famous personality which are
helps to developing brand
image at marketplace.
People People is term which are
related to human resources
department in order to
organisation using growth
strategy in order to hiring
capable bad able person who
performing task and activities
effectively and efficiently. It
includes HR manager
conducting various programme
such as employees engagement
and developing team spirit
among existing team members
so easily attained goal and
Cadbury recruiting and hiring
those candidates which have
capable, skilful and ability
performing particular job
effectively and efficiently.
They are organising various
training programmes and
trained them for those
candidate who are not able to
performing such business
activities (Karamehmedović,
2018).

objectives of company.
Process Nestle using effective process
in order to effectively
manufacturing and producing
products and services. It
includes various functions and
activities as well as using
advanced technology so
effective producing products
and services (Kassambara,
2018). Their are work assigned
in within team members so
focusing on packaging of
products as well as tracking the
whole system and fulfil the
needs and demands of
customers.
Cadbury using various
techniques which are helps to
smoothly run their business
operations. It includes vending
machine for manufacturing
products and services and
mangers focusing activities in
order to properly
implementing effectively and
efficiently.
Physical evidence Nestle is one of the famous
brand so their products ans
services are using in each and
every country so customer
effectively connected to the
customers. It involves
establishing coffee corners
with the logo of Nescafe in
vending machine so it shows
the greater physical evidence
of company. It also used as
promotional tools and
techniques in order to
Cadbury is global brand so
their presence shows as with
help of packaging, branding
and interior design. Physical
evidence is process which
refers to customer easily
interacting them see brands or
taking feedback on the basis
of retailer survey (Khalili,
2020).