Analyzing Marketing Functions in Kellogg's Company

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MARKETING ESSENTIALS
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Table of Contents
LIST OF FIGURES................................................................................................................3
INTRODUCTION................................................................................................................... 4
OVERVIEW OF THE COMPANY........................................................................................4
LO1.......................................................................................................................................... 5
EXPLAINING AND ANALYSING THE KEY ROLES AND RESPONSIBILITIES OF
THE MARKETING FUNCTIONS.....................................................................................5
ANALYSIS OF ROLES AND RESPONSIBILITIES OF MARKETING
FUNCTIONS.................................................................................................................. 6
EXPLAINING HOW ROLES AND RESPONSIBILITIES OF MARKETING RELATE
IN CONTEXT TO WIDER THE ORGANIZATION and SIGNIFICANCE OF
INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER FUNCTIONAL
DEPARTMENTS................................................................................................................8
INTERRELATIONSHIPS OF THE DEPARTMENTS................................................9
LO2........................................................................................................................................ 11
COMPARING WAYS OF MARKETING FOR APPLYING 7PS TO MARKETING
PLANNING PROCESS...................................................................................................11
EVALUATING TACTICS FOR DEMONSTRATING HOW BUSINESS
OBJECTIVES CAN BE ACHIEVED..............................................................................14
LO4........................................................................................................................................ 14
PRODUCING MARKETING PLAN FOR NEW PRODUCT OF THE KELLOGG”S
COMPANY........................................................................................................................14
CONCLUSION..................................................................................................................... 20
REFERENCES.................................................................................................................... 21
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LIST OF FIGURES
Figure 1 7Ps of Marketing Mix...........................................................................................11
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INTRODUCTION
This assignment comprises the description of the fundamentals of marketing which
will insight up on roles and responsibilities of the functions of marketing. This
assignment will also evaluate and analyse the marketing functions elements which
will help in attaining the objectives of The Kellogg Company and the marketing
functions will also relate with the other functions of the company. This will also show
a strategic plan for introducing a new product in the market as well as highlights the
objects of marketing by using marketing mix of 7 Ps of the company and the
comparison with Kraft Heinz for gaining the desired objectives.
OVERVIEW OF THE COMPANY
The Kellogg Company is a food manufacturing American international company
which was founded by Will Keith Kellogg in the year 1906 on 19th February. The
company serves its food products in 180 countries and its largest plant is at Trafford
Park in the UK. Its headquarter is situated at Battle Creek, Michigan, United States.
It serves cookies, cereals, vegetarian foods, crackers, frozen waffles, cereal bars
etc.
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LO1
As a Junior Marketing Manager, this assignment has conducted by me by showing
the roles of marketing manager as well as marketing functions which are essentials
to attain the objectives.
EXPLAINING AND ANALYSING THE KEY ROLES AND RESPONSIBILITIES
OF THE MARKETING FUNCTIONS
Introduction
This section will discuss the functions of marketing by highlighting its roles and
responsibilities for The Kellogg's Company. It will also show the relationship of the
other departments with the marketing department for showing the importance of the
functional department for the growth of the company.
Body
Conferring to Philip Kotler, marketing is supposed to be the process of exchanging
the goods and services to achieve the satisfaction of the customers. It is a
management of exchanging relationships as it focuses on satisfying the customers
as this is the primary objective of any company.
Marketing functions
It can be defined as the organization’s role which supports in identifying and sourcing
the products successfully in the market, it also supports in promoting the products as
well. These include the responsibilities of the company as the functions are
responsible for the company’s growth (Gnizy and Shoham, 2018). These are
comprised of strategy management, sales, marketing research, finance, product
development, distribution channels, human resource etc. (Blythe and Martin, 2019).
MARKETING FUNCTIONS ROLES AND RESPONSIBILITIES:
Market information: this includes identification of the market needs and demands
by analysing the information for arriving at several decisions for marketing the
products and services in the market which is the significant function of marketing.
This also analyses the strengths and weaknesses of the company as well as the
targeted segment (Maison, 2018).
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Market planning: it aims to achieve organizational marketing goals. The goals
include increasing the market share and increasing market existence. The marketing
functions of planning covers traits of promotions, production and other programmes
(Maison, 2018).
Product design and development: the design of the product helps in attracting the
customers or the targeted segment. The customers are not only focused on the price
of the product they also want that how the product looks like its design, style, shape,
suitability etc. so it is also the function of marketing of designing products (Maison,
2018).
Financing: this is also the main function of the marketing which involves the function
of financing as it provides credit for the members of channels as well as to the
customers (Maison, 2018).
Customer support: customers are the king of the market and their support is the
main marketing function which involves service after sales, pre-sale advising, credit
services, technical services, maintenance services etc. (Maison, 2018).
ANALYSIS OF ROLES AND RESPONSIBILITIES OF MARKETING FUNCTIONS
The roles and responsibilities of the marketing function play an important role in the
Kellogg's Company as it helps the marketing manager to keep focusing on the
market trends as well as the goals of the company (Gnizy and Shoham, 2018). The
marketing function helps in identifying the market and the prevailing demands and
needs of the customers which helps the manager for targeting the segment and
maintain a strategic plan for achieving the desired objectives for the growth of the
company (Blythe and Martin, 2019). Following are the roles of the marketing
manager of The Kellogg’s Company are as follows:
 The primary function of the marketing manager is to manage the employees
as well as making them and customers satisfied along with the company’s’
products and services in the market environment (Gnizy and Shoham, 2018)
 The managers keep their eyes on the market position and situation by
analysing the past and future potentials in the market environment (Blythe and
Martin, 2019)
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 They make a strategic plan for the growth of the company by focusing on the
demands of the customers and by analysing the market threats and
opportunities in the market environment (Gnizy and Shoham, 2018)
 They also make relationships with their employees and the targeted
customers for the company's growth and profitability (Gnizy and Shoham,
2018)
 They also use the tools of the marketing mix for pursuing the company's
marketing objectives in the targeted segment (Gnizy and Shoham, 2018)
 They also implement and control the process of marketing for ensuring that
the goals of the company get achieved or not after managing the people as
well as the resources (Gnizy and Shoham, 2018)

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EXPLAINING HOW ROLES AND RESPONSIBILITIES OF MARKETING
RELATE IN CONTEXT TO WIDER THE ORGANIZATION and
SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND
OTHER FUNCTIONAL DEPARTMENTS
Marketing consists of numbers of activities for widening the organization which
involves product designing, pricing, promotion, strategies, etc. as the functions of
marketing plays a vital and significant role for the development of the company and
improvement of the products and services (Moorman and Day, 2016). Following are
the components of marketing functions which helps in widening the Kellogg’s
Company:
 Researching the market is the primary function of the marketer for identifying
the requirement of the market by determining the needs which the company
can accept for achieving its position in the market by segmenting and
targeting the potential market (Moorman and Day, 2016)
 Formation of strategy is the next step after researching the market and
collecting the data from the market which helps in knowing the position of the
company as well as what are is strengths and weaknesses (Moorman and
Day, 2016)
 The next step is planning which is needed for boosting the market and
thrashing the competition from the market for widening the Kellogg’s
company. This process comprises of sales forecasting, communicating
strategy, financial planning, etc. which are important to gaining the position in
the market and achieving the strategic goals of the company in the future
(Moorman and Day, 2016)
 Tactics are the plans which helped the company for increasing the sales,
attracting the targeted customers, decreasing the competition and value the
customers for attaining the desired objectives. The company uses the tactics
for attracting the customers by proposing them ‘BOGO’ offers, discounts etc.
which are called the trades tactics and the promotional tactics involves
diminishing the value of the product at the time of festivals (Moorman and
Day, 2016)
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Marketing department: this department promotes the company and initiates sales
of its services and products. It also provides essential information by analysing and
researching the market and the customers' demands (Blythe and Martin, 2019). In
the Kellogg's company, the managers and vice president of the department of
marketing supervise both departments of marketing and sales of the company and
there is a leader who motivates the employees for performing well (Moorman and
Day, 2016).
INTERRELATIONSHIPS OF THE DEPARTMENTS
Marketing and R&D department: the marketing department and research and
development department interlinked with each other as the marketing department
completely depends upon the R&D department (Maison, 2018). This department
analyses the market and identifies the prevailing needs of the targeted customers
and the market which the marketing department take into actions for satisfying needs
of the customers as well as increase the profit of the company. This department also
studies the present and future possibilities for making strategic decisions to remain in
the market (Maison, 2018).
Marketing and finance department: the marketing plans depend on the financial
dimensions as the profit and cost of a product expressed in the financial units and
the sales percentage (Hirshleifer, 2015). The financial department also implements
the budget before implementing the strategies and plans of marketing as budgeting
is the key aspect of marketing controlling and planning by applying the tools of
finance. For forecasting the market sales there is a need to focus on the financial
needs and capital requirement (Hirshleifer, 2015).
Marketing and production department: the link between the marketing and
production department is like the production department determines the quantity and
type of the products which are to be marketed for fulfilling the requirements and
wants of the customers in the current market (Brewster, 2016). These departments
are interconnected when there is a need to develop a new product where there is a
requirement of designing the products which are based on the market research on
the predictable demands for the new product by the customers (Brewster, 2016).
Marketing and HR department: this department is concerned with the recruitment,
training and managing the appropriate candidate for marketing. This is the primary
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concern of the Kellogg's company to hire the candidate for the other functional
departments. The marketing department collaborates with the HR department for
development of the job description for sales or any other position, screening and
designing programs of training and system of incentives (Brewster, 2016).
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LO2
COMPARING WAYS OF MARKETING FOR APPLYING 7PS TO
MARKETING PLANNING PROCESS
Kraft Heinz Company is the competitor of The Kellogg’s company, which is an
American food company founded in the year 2015 on 2nd July by Alex Behring in
Chicago. The company served its products worldwide to satisfy the demands and
needs of its targeted customers (Blythe and Martin, 2019).
7 PS OF THE KELLOGG’S AND KRAFT HEINZ COMPANY:
Figure 1 7Ps of Marketing Mix
(Source Kotler and Armstrong, 2018)
Product: The Kellogg’s Company manufactures food products of several types
based on geography or category of the segments which includes morning snacks
and foods. The products cover cereals for breakfast and other food products. In the
UK and US people have Kellogg’s Chocos, cornflakes, frosties, nutritional bars etc.
(Kotler and Armstrong, 2018).
On the other hand, the Kraft Heinz Company includes mustard, barbecue sauces,
tomato juice, ketchup, baby food, canned pasta, beans, soups and pasta sauces.
Place: The Kellogg’s Company sell cereals in 4 largest markets like the UK, US,
Canada and Australia. It has various channels of distribution such as mini
superstores, convenience, high-frequency stores and vending machines. It also sells
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its products via direct sales force to the grocery stores for reselling (Kotler and
Armstrong, 2018).
Similarly, the Kraft Heinz Company spread its products all over the world and people
purchase its products from grocery stores, local markets, discount stores, convenient
stores, super and hypermarkets (Kotler and Armstrong, 2018).
Price: The Kellogg's Company monitors competitive pricing strategy and the pricing
is based on market and research. It attracts people by offering many discounted
schemes for growing sales and competes with competitors.
Similarly, the Kraft Heinz Company also has adopted the competitive pricing strategy
by keeping the range of pricing similar to its competitors (Kotler and Armstrong,
2018).
Promotion: Kellogg's Company has a strong brand for increasing sales, and it uses
various promotional activities under the marketing mix. It uses prizes in cereals for
kids to attract them, social media campaigns, ads on TV, newspapers etc.
Similarly, the Kraft Heinz Company has adopted various policies of the market for
creating brand awareness by researching and promoting via ads in newspapers,
magazines, posters, Television channels, radio stations etc. (Kotler and Armstrong,
2018).
People: Kellogg's Company has effective employees and management staff. The
company organizational culture follows the hierarchical flow and focuses on serving
the customers at their level best (Kotler and Armstrong, 2018).
Similarly, the Kraft Heinz Company also has efficient employees and management
system where the company follows the hierarchical flow in organizational culture as
well as focus on customer's satisfaction by proving them attention and best products
(Kotler and Armstrong, 2018).
Process: The Kellogg’s Company distributes its goods and services to the
customers transparently by highlighting the details of ingredients on the package of
the product.
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