Marketing Essentials Report: Marketing Functions and Strategies

This report delves into the core concepts of marketing, examining the key roles and responsibilities of marketing functions within an organizational context. It uses Coconut Bliss, a food and B2C company, as a case study to illustrate these concepts, focusing on the distribution, financing, market research, pricing, product/service management, promotion, and selling functions. The report further explores the interdepartmental relationships within an organization, such as the collaborations between marketing and human resources, IT, sales, finance, production, and R&D. A comparative analysis of marketing mix strategies is conducted between Coconut Bliss and Purbeck Ice-Cream, highlighting the application of the 7Ps of marketing. Finally, the report outlines a marketing plan for Coconut Bliss, aiming to achieve specific objectives within a defined timeframe, providing a comprehensive overview of marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing functions which related with organisational...........3
TASK 2............................................................................................................................................5
P3 Comparison between two organisation that use marketing mix ...........................................5
TASK 3............................................................................................................................................8
P4 Marketing plan of the organisation .......................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is defined as a process by which businesses creates value for buyers and make
strong relationship with customers. It is also identified as a management activity that is
responsible for satisfying, anticipating and determining client’s requirements in a profitable
manner (Berkowitz, 2016). This concept is very important for companies in order to capture a
large number of market share and achieve long term objectives as well as goals systematically.
This report is based on Coconut Bliss which is Food and B2C industry in Eugene. It is
founded by Barry Kaplowitz which deals in different Ice-cream and dark Chocolate products.
This assignment will describe different marketing functions, roles and responsibilities in
organisational context. Marketing mix is an essential and beneficial part of the business success
that will be shown in the present study for Coconut Bliss. Marketing plan of company will also
be determined in this study with motive of achieving objectives within a specific time frame.
TASK 1
P1. Key roles and responsibilities of marketing functions
Marketing function: Marketing is a set of process and organisational function for
delivering, communicating, creating value to buyers and for managing better connection with
them. It plays an important role and responsibility in the success or development of business.
There are mainly seven types of marketing functions which are apply by Coconut Bliss
essentially. All these are stated as below:
Distributions: It is essential and vital function of the marketing because in this, managers
of company decides that where they can distribute their products. In this, they also known
regarding buyers needs and demands related to the goods and services. It is defines to the
intermediaries chain which assist the business to deliver their services and goods to buyers
(Blythe, 2012). It compromises of wholesalers, sales agents, retailers and distributors, etc. In
this, company includes supply chain management and logistics process in order to produce their
products to the end users. It is required by company with regard to design their SCM in a way
they effectively and efficiently supply their quality goods to buyers who actually required it.
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(Source: 7 Functions of Marketing, 2017)
Financing: It is necessary and essential function of marketing without which business
cannot do all their activities. With the help of this, firm can arrange their funds from different
resources such as loans, capitals and banks with respect to meet different financial revenues
related to entity (Brassington and Pettitt, 2013). In this, employer plays a major role in
identifying better resources in an essential manner. Each and every business organisation needs
perfect funding to run their working capital in a smooth manner. Coconut Bliss manages their
capital as they fall in the category of capitalists and proprietors who are knowledgeable in order
to sort out different financial issues or problems in an effective manner.
Market research: It is also an important part of the marketing manager. In this, they
conduct research and identify needs and wants of customers. It is also very essential in order to
analyse the current trends of market. Due to this, business can easily identify demands and wants
of buyers as well as better satisfaction for them (Cavusgil and et. al., 2014). So, it is beneficial
for company as through the same, they can increase their sales as well as achieve long term
objectives effectively.
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Illustration 1: Functions of Marketing

Pricing: In this function, organisation can decide their product’s price because success
and development of business mainly depend on the same. So, in this, they set reasonable and
affordable price of chocolates, ice-creams and other products. Company is using price bundling
strategy by presenting the value of various goods at a place. Coconut Bliss gives Happy Meal to
their buyers which generate price for its money.
Product and service management: In this function, employer of the business entity
identified target market as well as set reasonable price of services or products (Cooper, 2013).
This mainly emphasises on enhancing, creating, obtaining and maintaining the product combine
concerning different opportunities of marketing. Company gives wide and various range of
goods to its target and potential clients in a way of Ice-creams, Dark Chocolate and other deserts.
They also give better services such as home delivery, take away and self-service, etc.
Promotion: It is also an important function of marketing because in this, manager uses
different tools and techniques in order to promote their services and products among customers.
Business entity applies sales promotions, advertising, personal selling, direct marketing and
publicity, etc. Coconut Bliss is giving the best offers such as online deals, discounts and coupon
code in order to attract a large number of customers towards goods or services.
Selling: It is known as a vital function, in which marketing manager deals in giving
different variety of foods to their buyers who actually require it. Main motive of this tool is to
give high quality products to its target and potential clients that fulfil their wants or demands. So,
it is the main and important aspect in order to sell all products to the end users in a systematic
manner.
P2. Roles and responsibilities of marketing functions in organisational context
Marketing is very important and essential elements that is apply by each and every
organisation in order to achieving long term objectives. With the help of this tool, company can
easily achieve desired objectives and goals as well as increase their sales (Jones and Rowley,
2011). There are various departments such as human resource, marketing, IT and finance that
play an essential role and responsibility in order to produce all products and services in the
market place. All these work with each other. It is highly beneficial as in this, they can attain
higher profitability and productivity.
Marketing and human resource department: Main role and responsibility of the HR is
to recruit and select knowledgeable candidates who can easily achieve long term goals of the
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business in specific time period. In order to provide necessary information about vacant position,
in this manager of the marketing plays vital role with the help of communication channels such
as advertisement, promotions and other effective techniques.
Marketing and Information technology department: For the success and development of
company, IT department plays an important role for them. They formulate new plans for
performing all activities and plans of company in a planned and effective manner (Lilly, 2014).
Coconut Bliss is focussed on applying advanced and innovative technology to capture a high
market share. In this, business conducts market research for identifying the needs and wants of
customers which is not possible without marketing.
Marketing and sales department: Main role and responsibility of sales manager is to
give better quality goods and services to their customers at reasonable price. In this they offer
different products such as Ice-creams, Dark Chocolates and other deserts to its potentials and
target buyers at affordable cost (Lilly, 2014). Due to this, all customers are happy and purchase
different products in bulk, so that output of this is increased sales and higher profitability. In this
marketing manger also plays essential role in order to identifying customers tastes and
preference because without this, they can not fulfil their clients demands. So that both are related
together with the motive of achieving desired objectives and gaols of the company.
Finance department: They are also important part of the company in order to analysis
external and internal; resources of the funds such as bank, investments and other stakeholders
etc. Without marketing division, business entity can not gather all funds for doing their all
activities. In this manger try to conduct research to analysis internal and external factors.
Production and operational department: These division are plays essential and
significant roles in staffing, identifying, directing, planning and motivating all functions in a
systematic manner. Operational management of Coconut Bliss is responsible and liable for
maximising the product quality. In this marketing department also plays vital role is to enhancing
quality of the goods as well as increasing sales of them. Without marketing team, business entity
can not produce their products to end user. In this they required transportation, warehousing and
other functions to deliver all products.
Research and development: Main role and duty of this division is to conduct research
with the motive of identifying needs and demands of the customers (Malhotra and et. al., 2013).
In this they also determine the current trends of market, so all this done, they can easily fulfil
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basic requirements of the buyers. During the research, manger of the company can investigate
taste, choice, perception of the customers, business positions and challenges strengths. All these
are complete, marketing team improve their strategies and policies in regards to give better
satisfaction to them.
Customer service department: In the organisation, these department plays vital role in
reducing customers complaints and its issues. Coconut Bliss provides different facilities and
services to their customers such as after sales service, home delivery and other facilities to their
clients ion order to reduce all issues in a systematic manner. In this marketing group maintain
better relationship with company and its buyers (Mihart, 2012). It is very essential for they
organisation in regards to attain long term and desire objectives of them. With the help of these
they cam n capture large number of the market share.
So that, marketing functions and departments of organisation are related with each other.
Both are important part of the business success and development. In this marketing division
plays essential role in giving different channel of communication such as promotions,
advertisement and publicity etc. These aspects are attract large number of the customers towards
products and services.
TASK 2
P3 Comparison between two organisation that use marketing mix
Marketing mix: It is define as a set of tactics and actions which is used by company in
order to advertise its products or brand in the marketplace. With the help of this tools they can
easily identify market treads and customers taste (Marketing Mix, 2016.). This aspects covers
7p's which is used by different companies with the motive of aching desire objectives and goals.
Marketing mix of the Coconut Bliss and Purbeck Ice-Cream, both are deals in Ice-creams
and other deserts (Papasolomou and Melanthiou, 2012). Both are apply 7P's in regards to
achieve long term goals and objectives in an certain time period. Those companies are selling
similar kinds of products so from that it can be stated both are from the same sector and can be
said as competitors.
Marketing mix Coconut Bliss Purbeck Ice-Cream
Product It is a main and essential part
of the company. They mainly
They produced thick double
cream, local fresh milk,
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produce coconut chips, water,
powder, milk cream, oil, ice-
creams, ball copra and natural
Vinegar. All these are quality
products which is essential for
attracting large number of the
customers towards it.
Abundances of delightful
flavours, entire protein free
with no nuts, preservatives,
artificial flavouring, colour
and natural colour products.
They provides different
favours in Ice-creams.
Price They apply bundling pricing
strategy in regards to capture
large number of the market
share and increase their sales
(Peter and Donnelly, 2011). In
this company provide their all
products and services at
reasonable price so that all
buyers are satisfy and purchase
bulk goods.
They use penetration pricing
strategies in which they can
easily increase their product
sales as well as capture large
number of the market share.
They provide different variety
in their ice-creams goods, so
they requite to supply their
goods at reasonable values.
Place In this, business entity decide
where they put their all
products and services. So it is
one of the main task in
attracting different customers.
They use cloudy area where
large number of the persons
are visiting. In this they
produce their all products as
per the requirement of buyers.
Place is very important and
essential part of the business
development and success. In
this they also select cloudy are
in regards to attract different
number of the clients. They are
mainly located where, there
various persons are visiting
and to purchase their ice-
creams and other desert
products (Shaw and Director,
2012).
Promotion It is very essential and In order to produce their
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important element in order to
giving all information to their
buyers. Business entity use
sales promotions,
advertisement, publicity, and
promotions in regards to
recognise their brands in
buyers mind.
products and services, they
apply different kind of
promotion mix such as
publicity, public relation and
advertisement etc. All these
are beneficial for the business
to knowing their buyers.
People In the organisation there small
number of the employees are
work with together. Main aim
of there is to increase sales of
the products and achieve
higher profitability (Silver and
et. al., 2012). Company
provides training to their
workforce in order to
communicate their clients in a
proper manner.
In the organisation, they
required talented and skilled
person who can easily
communicate with buyers and
other clients. So it is valuable
for the business growth and
success. Purbeck Ice-Cream is
a small scale so there are little
number of employees are work
so business try to give better
training and development yo
their workforce in regards to
attract different buyers in an
easy manner.
Process They apply supply chain
management process in
regards to produce their
services and goods to end user.
In this they apply different
channels marketing functions
such as transportation,
warehousing, packaging &
In respects to provides all
products to end user, they
apply supply chain
management and other
effective process. So in this,
company spread awareness
about their actual process to
the customers (Wirtz, 2012).
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labelling and other services.
Physical Evidence It is define as an environment
in which all services are
deliver by the company. In this
all customers are interact with
company. There are different
elements which is use business
entity in order to attract large
number of the customers such
as logos, building structure,
signs and other equipments.
Purbeck Ice-Cream are
running and organising their
business operations or
functions in national as well as
international level. In this they
producing quality goods to
their potentials and target
buyers at low values.
TASK 3
P4 Marketing plan of the organisation
Marketing plan: It is significant and important part of the company in order to analysis
their position in market place. This is vital and important factor which are valuable for
organisation in regards to create strong images or picture at market place (How to Create a
Marketing Plan, 2013). It is also essential to execute entire activities and functions in an
effective manner so they can achieve higher revenues from their business operations.
Overview of the company: Coconut Bliss is a food and B2C company in Eugene, Ore.
Barry Kaplowitz was founder of this organisation that mainly deals in different variety and
flavour in ice-creams goods (Blythe, 2012). It is a small business organisation because there are
maximum 11 employees are working together. Annual revenue of the business is approx £
5,00,000 per year.
Vision and mission statement: All those are important and essential statement which are
presented by organisation. It is very beneficial and valuable in regards to evaluate the better
position in future period. Vision of Coconut Bliss are linked with attaining higher values at
market area by offering quality and different variety in ice-creams to all buyers. Main vision of
the business entity is to achieve long term and desire goals or objectives in specific time period
as well as producing quality goods to their target and potentials buyers.
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SWOT Analysis: It is very essential and beneficial part in order to identifying strengths
weakness, threats and opportunities in an effective manner (Wirtz and et. al., 2013). All these are
significant because they define all information regarding them.
Strength Weakness
 Different varieties and flavours in ice-
creams and other deserts goods.
 Use of advanced technology and Irish
equipments (Cavusgil and et. al., 2014).
 Quality control and production
activities are evaluates by supervisor
as well as handled by Irish experts.
 Sales of the products that decrease in
rainy and winter season.
 Unlike of Irish leadership.
 Unskilled and Unknowledgeable
persons.
Threats Opportunities
 Uncontrollable situations such as
irregular power supply, flood, weather
and political violence etc.
 higher involvement cost for self-
loading plant and for giving freeze to
the wholesalers as per its requirements.
 Demand and wants of ice-creams which
is very higher and it is increasing day
by day.
 Labour cost is very cheap.
STP (Segmentation, targeting and positioning):
Segmentation Quality conscious adults and children.
Targeting Families, youth and Kids.
Positioning In national and international market place.
Competitors analysis: In the modern areas, there are different challengers who are
organising business activities and functions in same locations (Blythe, 2012). Therefore they are
highly influencing success, growth and development of the company. The main competitors of
Coconut Bliss are Purbeck Ice-Cream, Worthenshaws Ltd, Sweet cream company etc.
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