Marketing Essentials: Marketing Functions and Planning Report

This report delves into the marketing essentials, using Coconut Bliss, an organic food company, as a case study. It explores the roles and responsibilities of a marketing function, including information management, financing, pricing, promotion, distribution, selling, and societal considerations. The rep...Read More

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Role and responsibilities of a marketing function.................................................................1
P2 Role and responsibilities of marketing in wider context or organisation..............................3
Task 2...............................................................................................................................................5
P3 Ways through which different firms apply marketing mix in planning.................................5
Task 3...............................................................................................................................................8
P4 Produce and evaluate the basic marketing plan.....................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is that which help organisation to earn profit through selling their products and
services. Thus marketing refers to attracting the lot many customers towards product which
satisfies the needs and wants or consumers in a effective manner. Although marketing is the
activity which creates, communicates and delivers items and services to million of people and
makes them happy with their services (Dibb and Simkin, 2013). Therefore it creates a
relationship in between customers and organisation. The report is based on Coconut Bliss, which
produces the organic products in food and having a great revenue around £5,000,000, Mainly
they produces non-dairy ice creams which is being used as desserts. Coconut bliss is a B2C
industry which brings strength in firm that they have no intermediaries in between and the whole
profit will be with them. Report will discuss about the role and responsibilities a marketing
function is having and how they relates with wider context of company and ways through which
marketing mix will be with its plans and for Coconut Bliss the marketing plan has to be made.
Task 1
P1 Role and responsibilities of a marketing function
There are various roles and responsibilities of the marketing function which make
organisation to work in proper manner, thus various marketing function help Coconut Bliss to
take manageable decision for marketing in between the large population. The function help in
collecting the information and data of outer market and through this a proper strategy can be
marked. Therefore such function make company to earn profits and attain their goals and
objectives in proper manner. Various function is as follows:
Marketing information management: It is the responsibility of organisation to use
available information or data of outer market in perfect manner. Thus making decisions on basis
of available research make a firm to bring great performance by the entity. The information is
used by the marketing manager in a very creative and unique manner so that they can compete in
this competitive market in proper manner (Wirtz, 2012). It is the responsibility of marketing
manager to manage data in perfect manner so that company can use such research in making
profits and attaining goals and objectives of company. The company COCONUT BLISS can use
the information through research and thus research includes what are the needs and wants
customers are having and is their preferences changes with time or what etc..
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Financing: This is the most needed function among the others. The marketing and
producing of product through which Coconut bliss will attain its goals and objectives is finance.
Without the money not a single function or the organisation can make it anything possible. The
finance will help the company to expand their business in proper manner (Pike, 2015). Therefore
for producing products for the large population it is required to have a huge funds with the
company. Even, not only marketing and production can be done but every department of
organisation will not be able to work without funds available.
Pricing: Coconut Bliss has to produce the products and their services with lesser cost just
because this will help in selling goods and services at reasonable price. More selling of product
will helps company to attain their aims and objectives rather continuous selling and attainment of
targets will help them to expand their business in future (Lamb, Hair and McDaniel, 2011).
Marketing has the role to promote the product of company in such a way so that customers does
get attracted towards organic products where which will make company to get stable and will
think to expand on future so that other countries can also get benefit of organic food at
reasonable prices.
Promotion: The promotion techniques are various for marketing a product as it is on
companies and their budget to choose the best promoting techniques, as various promotion style
are through advertising(online and TV), sales promotion, personal selling and public relation all
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Illustration 1: Marketing functions
source: Marketing functions 2017. [online].
Available through

are the techniques which help Coconut Bliss to reach the large market. It has to be done in
perfect manner and in unique way so that the customers can get attracted towards the product and
think to choose for once and after satisfying with product they can become the existing customer
for longer period.
Distribution: Thus it is earlier stated that Coconut Bliss work as B2C as business to
customers. Therefore the company does not use any intermediaries in between they believe in
selling directly to consumers as because they take their profits with them they do not distribute
their earning with anyone except their employees (Malhotra, Birks and Wills, 2013). B2C is the
best distribution channel used by those who are working at lower level like small business
enterprises and after this they can make their company to expand after satisfying customers with
their products.
Selling: The firm Coconut Bliss can expand themselves when they are able to sell their
products in higher manner thus it is the responsibility of the marketing manager to promote their
products in such way so that customers can attract towards firm in proper manner which will
increase the selling of the products and services.
Societal: Thus the product produced should not be void in nature or does not bring any
harm to environment as such items are consumed by customers and even the Coconut Bliss is
producing the organic food item which does not affect or harm anything in environment
(Perreault, 2010). It is required to understand the society and produce goods and services
according to them will make company to earn profits.
The role of marketing is too bring a perfect relation in between customers and
organisation which makes them a existing customers of entity for longer period of time.
Marketing thus has a role of promoting the business in proper way so that it can attract the large
community and population towards their firm and products and services.
The responsibility of marketing is too use the various function of marketing in proper
manner so that Coconut Bliss can earn the higher revenues and can attain their goals and
objectives in great way. Responsibilities has to be met in right structure then a company can
expand their business in near future.
P2 Role and responsibilities of marketing in wider context or organisation.
Thus there are various role and responsibilities played by the marketing manager in
marketing a product of company. Therefore marketing is that which help the organisation to
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attain their goals and objective in perfect manner. Thus it is the responsibility of organisation to
use the available information or data in proper manner so that it can be helpful for the firm to
expand their entity in great way. Even marketing is that which help the firm to attract million of
customers towards their product and services as they can sell their items and services in perfect
manner so that they can attain their aims and objectives of the entity (Jones and Rowley, 2011).
The various roles and responsibilities of marketing manager is there in the organisational context
and such helps in effective working by every department to bring their support to marketing
department. Some of roles and responsibilities of marketing manager is as follows:
Research and Development: The marketing officer is that which uses the information
collected from research in proper manner. This research and development department is that
which collects the data from outer market with many other methods which can help the firm to
take effective decision related to various marketing context in organisation. Marketing officer
thus divide the information collected into different divisions and they work effectively over that
and the Coconut bliss come out with a coordinated conclusion to use such information in
marketing in such a way. The data help in making a perfect decision which is related to effective
working by firm and how to compete with the other firms in same market, if performed
exceptionally well then firm can go to expand their business as well. Research and development
is the base of making any decision and producing items according to the needs and wants of
customers.
Finance department: This is the base of any performance even the research and
development is required to have fund with them to organise research by researchers in proper
manner. Having finance with the company can help them in making a effective decision and may
be this can helps in bringing the efficiency in working by the firm as one (Peter and Donnelly,
2011). Although the marketing manager helps in dividing the funds according to requirement to
have a unique and special marketing thus because it may help in bringing the effective customers
towards the product and services. Finance is needed structure for not only Coconut Bliss but for
every company to perform better in competitive market. Making budget in perfect manner help
in dividing fund in between departments so that they can perform in proper way.
Human resource department: The marketing manager thus helps the HR department to
bring effectiveness in performance of the employees so that they can produce the required
products and services which helps in satisfying the needs and wants of consumers. The human
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resource needs to work effectively and efficiently so that they can produce the quality organic
food at reasonable price which can satisfy customers and company can earn profits with it. The
marketing manager tries to get that work and product which is being needed in outer world. SHR
department works harder to keep their employees up to date which is going to help in getting the
work done by them n effective manner.
Operation department: The marketing manager is that which communicates with the
operation department about the needs and want the custo0mers are having from Coconut Bliss
and they have to work effectively so that they can produce the required good and service.
Operation department tries to reduce the wastage of their resources so that cost of production can
be minimised and with this Coconut bliss can set the reasonable prices for their organic products
(Linoff and Berry, 2011). Although the marketing manager can communicate such price to large
audience in proper and this can attract the large population as well. Marketing manager keeps
every department up-to date so that any product or the information can be used anytime in proper
manner.
Thus the marketing manager is responsible for bringing coordination among all the
departments so that they can work in collaboration and such thing help the Coconut Bliss to work
effectively and they can ear high profits and attainment of goals and objectives can be done
easily. As such the marketing is having various roles and responsibilities in wider organisational
context as marketing brings coordination among in every division and the whole organisation
can work as one towards the same goal. The selling, promoting, societal, distribution and
information management all such marketing function helps the managers to make an effective
decision in doing marketing for organic goods. Even with such function of marketing the whole
company work in efficient manner so that they can bring something great with their effective
work.
Task 2
P3 Ways through which different firms apply marketing mix in planning.
The different firms has various structure of their business as Coconut Bliss produces the
food items which is organic in nature does not harm anything on the other side the Cadbury
which produces the chocolate products and having office in various countries of world and the
company Coconut Bliss is also thinking to expand their business in proper manner (Blattberg and
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Deighton, 2010). As doing comparison in between the Coconut Bliss and Cadbury can help in
making a proper marketing planning which is going to helps the firm to achieve its goal and
objective. The comparison will be done on the basis of marketing mix which is going to help in
better manner. The difference between both the companies is as follows:
Marketing
mix
Coconut Bliss Cadbury
Product Coconut Bliss is that company which
produces the organic food items.
Cadbury is the firm who is producing
the chocolate products.
Price The company is having a high prices
in comparison to cadbury because
they produces the organic product
and cost of production is high.
The Cadbury is having a reasonable
prices so that every people can buy the
chocolate and can make anyone happy.
Place Coconut Bliss products are not
available in easier way because they
are having less stores because they
believe in quality.
Cadbury is having lot so many stores
around the world as the price so such is
cheaper then the Coconut Bliss.
Promotion Company uses various methods of
promoting their products and firm is
also selling through online marketing
as well.
Cadbury is that company which uses the
various methods in selling their product
just because their prices are cheaper and
every people can buy easily so they tries
to attract as many person towards their
product.
Physical
evidence
Coconut is having a physical
evidence as they have stores but less
in numbers as because they are
quality products and with high prices
so the person who loves to have
quality goes to buy such goods.
Although the company is thinking to
Cadbury is having a great feedbacks as
they have lot so many stores and in
many countries too. s
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expand the business in near future.
Process As the Coconut bliss produces the
product which does not harm or
provide any disappointment with
their product as because the process
of producing the product is very
great they do not use any thing which
brings negative impact on the
company and over products. They
tries to satisfy consumers needs with
their quality products.
The Cadbury is also having a large plant
in which it is produced as firm uses the
plastic packaging which can harm the
human and the environment as well they
should use other forms to produce such
and satisfy customers.
People Thus the quality products and which
is organic and has the great taste
makes a place in the minds of
customers for longer period, as such
the customers are less of Coconut
Bliss but later on it will increase after
expanding the business and
producing highly quality products.
In Cadbury the customers are more with
this product but they are not eating that
quality product what the coconut bliss is
having, as cadbury is a brand and
produce the quality product but it is not
organic and can harm the human in
future as well.
The difference among the Coconut Bliss and Cadbury is going to helps the firm to choose
the best marketing style which is going to help the organisation in making a perfect planning of
organisation. Therefore bringing the difference among both the companies may help in making
great decision and planning to achieve the goals and objectives can be made properly. Marketing
planning includes the collecting information from outer market and using those in proper manner
will lead to success of the company (Hair and Sarstedt, et. al., 2012). Coconut Bliss is having a
thought to expand their business further for such they have to make a perfect planning of
marketing and the channel the company is going to use their products in between the large
market.
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Marketing planning includes how to use resource available, how to make marketing of
product and how to use raw materials in proper manner. Planning is a type of blue print which
helps the firm to make a great decision which is going to make the manufacturing industries on
top level and make stable in market which help in attaining goal and objective. Coconut Bliss is
make plan with the help of marketing mix which is going to discover what things has to be
included in making a proper plan and that going to help the firm in their aims and objectives.
Task 3
P4 Produce and evaluate the basic marketing plan
The marketing plan is that which help in promoting the product of company in proper
manner and thus using of available information about the market make firm to bring great
decision to work in perfect manner. While bringing the marketing pan of the Coconut bliss the
marketing manager also includes the lower level just because employees are in great touch with
various customers as managers also do include the lower level so that they can bring in a great
planning and for such the workers will be going to work effectively and efficiently way
(Kozinets, et. al., 2010). Marketing planning should be done in that way which can attract
customers towards their organic product as well. Thus marketing helps in attaining the goals and
objectives of firm. The basic marketing plan for the Coconut Bliss is as follows:
Executive summary: The Coconut Bliss is that company which is producing organic
food products for customers and thus their pricing is high just because they produce the quality
products and services. The marketing plan thus help in making the firm recognizable in market
through their quality items and a planning should be implemented in proper manner as well so
that entity can earn profits even goals and objectives.
Introduction of company: The company Coconut Bliss is that company who believes
that organic product are the best because they don harm anything even the human being too.
Coconut Bliss generates in perfect manner. Those customers who has money and does not want
to get harmed with food they choose to have Coconut Bliss. Company's products are high as
because they produce quality products and to produce such it is needed to have quality resources
and such increases the cost of production and this gets in affect at the price.
Situational Analysis: While implementing and evaluating the plan it is required by firm
to address internal and external analysis which is going to impact organisation in great manner as
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it is needed to know the situation factors like internal and external (Murphy, 2010). These both
are as follows:
Internal analysis: The analysis of internal factor should be done as with this a company
can know that where the performance of firm is declining and has to make mark to improve
those in proper manner. Knowing strength of entity help in making any decision and ready to
work in any situation come in between the effective working.
External factors: The Coconut Bliss has to know the factors of outside which is going to
affect while expanding the firm in proper manner. Knowing the external factors in proper
manner help in bringing the effective work and thus help in attaining the goal and objectives.
The outer market affect inner environment of company in various ways.
The internal and external factors has various impact on working of company as they have
to be addressed before making implementation and evaluation of plan.
Strategies: The market for quality products is lacking thus it is needed to have quality
products in market related to organic which is going to have no harm on anything. Strategies
include everything which will help the company in making stable and compete in this
competitive world. Strategies should be created in proper manner thus it has to be followed by
every department in company so that effective and efficient working can be done in firm (Kotler,
2011). Strategies are those which help in attaining the company goal and objective of firm in
various ways.
Budget: The Coconut Bliss has to make a budget for the marketing as this help in
knowing that how much finance they have used for marketing their company. Marketing thus
include various steps and every step has some amount for those steps (JulyHoffman and Fodor,
sss2010). Budget is something which makes a perfect planning and this has to be included while
making any planning the budget for the marketing id as follows:
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial capital 40000 2300 5000 5000 7000
Finance 17000 16000 14000 18000
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Total 40000 19300 21000 19000 25000
Marketing
expenditures
Publicity 4000 9000 5000 5000 4000
Sales publicity 3000 3000 7000 6000 900
Direct
marketing 7000 1800 2500 2700 1400
Internet
marketing 1000 1300 5000 5000 4000
Social media 1500 8000 10000 11000 2000
printing 900 900 800 500 8000
Events 7000 11000 8000 1800 2700
Total 24400 35000 38300 32000 23000
Thus making a budget for Coconut Bliss can help them to know that in marketing how
much amount has been spend and what impact could it will be on the future prospect. S
Control: The Coconut Bliss has to make a control on every department and working by
organisation as controlled work always make the path clear and with control on departments and
members can help Coconut Bliss to work in right direction and this can make it in effective
working through which the attainment of goal and objective can be done in easier manner (Chen,
Wang and Wang, 2010). Thus plan should be implemented and evaluated in proper manner then
it can help the firm in working in right track and make in perfect work.
CONCLUSION
The marketing help the companies in gaining higher profits if the structure of marketing
has been implemented in right way. The report is concluded as that marketing is that concept
which brings coordination among various departments and every division works as one to attain
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the goal and objective of firm. The Coconut Bliss company can expand their business but they
have to include every circumstances in right way so that they can work effectively and
efficiently. The marketing has various role and responsibilities which they play for the company
in perfect manner and allow firm to get stable and compete in market. From the report it has
come out as the Coconut Bliss has to work hard to expand their business in proper manner.
REFERENCES
Books and Journals
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Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
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Blattberg, R.C. and Deighton, J., 2010. Manage marketing by the customer equity test. In
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Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management.
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Chen, W., Wang, C. and Wang, Y., 2010, July. Scalable influence maximization for prevalent
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