Report on Marketing Essentials, Roles, and Marketing Mix Analysis

This report delves into the core concepts of marketing, beginning with an introduction to the subject and exploring the evolution of marketing from a narrow focus on buying and selling to a customer-centric approach. The main body examines the roles and responsibilities of marketing functions, emphasizing market research, promotion, product planning, marketing information systems, marketing plan creation, and brand equity. The report then analyzes the marketing mix (product, price, place, promotion, people, process, and physical evidence) of Easy Jet, a low-cost airline, detailing its strategies for each element. Furthermore, the report includes a comparative analysis of the marketing mix of Aldi, contrasting it with Easy Jet's approach. The report also highlights the importance of understanding customer needs and preferences, emphasizing how effective marketing strategies contribute to business success and customer loyalty.

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
Activity 1- Roles and Responsibilities of marketing function..................................................................3
Marketing mix.........................................................................................................................................5
Activity 2- Marketing mix of Aldi...............................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
The traditional concept of the marketing was narrow which gave importance to buying
and selling activities within the preview of marketing. It is a performance of business activities
that direct the flow of goods and services from producer to consumer. The modern concept of
marketing starts with the determination of consumer wants and ends with satisfy those wants.
The marketing is vital concept as it helps the business in selling and promoting the product or
service for accomplishing competitiveness from the competitors and leads to increase in sales
and profit, planning and decision-making. The resources are optimum utilized which create the
goodwill of the organization and collaborating with various departments such as HR, finance,
production, and marketing. For the success of product it should be communicated in right way to
right people at right and place. In this study the discussed topic are related to roles and
responsibilities of marketing function and marketing mix of the organization (Armstrong and et.
al.,2018).
The chosen organization is Easy Jet is a British multinational airline group operating
domestic and international schedule service more than 1000 routes over 30 countries. The airline
headquarter is located at London Luton airport. It was established in 1995 by John Barton. The
current CEO is Johan Lundgren. It is a parent company of Easy Group. It is a low-cost airline
group listed on London stock exchange.
Main body
Activity 1- Roles and Responsibilities of marketing function.
Marketing concept is related to the customer satisfaction as it has become market
oriented by focusing on marketing activities and practices for profit maximization in the
organization. The manager performs various roles and responsibilities of marketing activities.
The role of the manger in the marketing is to identify marketing strategies by identifying the
demand of the customer wants and needs which is satisfied through exchange process. It is a
customer-centric approach which helps the business in survival and success by increasing market
share and customer retention. The role of the marketing manager is to identify the target market

and segments for creating marketing plan of the product in the organization. The role of the
manager is to establish environment scanning of threats and opportunities by understanding the
strength and weakness of the business. The brand experience of consumer is audit which helps in
developing new products. The role of the manger is to ensure optimum utilization of the
resources and creating a market plan for the product for entering into new market. The marketing
creates product utility in the terms of place, time, information, possession. The marketers use
various communication tools such as advertising, sales, promotion and media for promoting the
product which creates the image and brand equity. The marketing plays vital role in founding of
relationship between the consumer and organization contributing to market. In the market it
provides the confidence for trying of new product (Baron and et. al., 2018).
Responsibilities
 Market research- It defines the detailed study of different aspects of marketing with the
basic purpose of facilitating marketing decisions. The study is related to the product, price
policy, advertising and sales techniques, consumer taste and preferences. The mangers
consider all this factor for improving production process and satisfying customer wants by
delivering quality products.
 Promotion - It defines to all such activities such as advertisement, personal selling, sales
promotion and publicity which are intended to influence the buyer behavior. The
importance of promotion has increased due to the competition. The manger is responsible
for reducing cost by using various promotional techniques for product promotion. It is a
part of marketing activity which helps the business in competing with the competitors by
attracting large number of customers in the market.
 Product planning and development- The aim of producing goods and services is to
satisfy the need and wants of the consumers which requires deep analysis and study of
potential consumers according to that new product is developed. It improves the production
process which helps in providing high quality products by reducing their prices with the
effective product planning and development. It helps in development of various marketing
strategies. The product development delivers the product attributes such as quality, features,
and design (Boyd and et. al., 2019).

 Marketing information system- It is also known as marketing intelligence where the
information is spread among the buyers and sellers. The marketing conditions are dynamic
as manager is responsible to secure up-to-date information on changing position of supply,
demand and prices ruling in market. the marketing manager are interested in knowing
current market trends and growth opportunities in market information helps in reducing the
risk in purchasing, pricing, forecasting and in facing competition in the market.
 Creating marketing plan- For achieving business objective the manger makes market
plan regarding the product, distribution, pricing etc. which helps in increasing the
organization profitability and productivity. The manager focuses on numerous aspects such
as targeting, segmentation, and positioning while developing market plan. Huge investment
is required in marketing plan for analyzing the current market position and helps in
providing strategic direction for achieving objective in appropriate manner (Breyer-
Mayländer 2018).
 Brand equity – Brands vary in the amount of power and value they have in the market
place. Brand equity defines the brand value based on extent to which it has high brand
loyalty, name awareness, perceived quality and other assets such as patents, trademark etc.
through this sales volume is increased and builds a reputation.
Marketing mix
The marketing mix refers to a tool or set of actions that is used by the business for
achieving the marketing objective in the target market. The marketing mix is the mixture of 4p’s
involving product, price, place and promotion. The three elements are also included people,
process and physical evidence which are also known as 7Ps of marketing mix. The marketing
mix is done on the Easy Jet Company.
 Product- Easy jet offers comfortable services and safe air travel option at economic
charges to the passengers. It has vast network connectivity of airport. It has captured a large
market share by providing premium customer service. It maintains the data base of existing
and new customers for delivering customized services to the clients. The numbers of
services are provided such as one-way and return tickets; holiday packages, car rental and
airport transfer (Brown 2017).

 Price- It makes the use of competitive pricing strategy as it is a low cost airline. With the
modernization the cost is reduced of fuel and aircraft maintenance cost which provides
convenience to the customers. To stay competitive premium services are offered at lower
rate. Several things is run by a Easy Jet to keep cost low by offering affordable prices to
passengers such as emailing tickets, boarding pass and selling on plane many things.
 Place- Easy Jet has a excellent website design which makes the customers attractive helps
in checking prices, booking of tickets. It is connected globally to the customers by adopting
new technologies and innovations continuously. The design of website involves foreign
language for attracting more customers. The airline flies more than 150 destinations in
worldwide. It provides the facility of mobile app for managing and booking tickets and
have tie up with many tourism websites. The fares are available through global distribution
system (Dooley 2017).
 Promotion- Easy Jet has partnership with numerous travels and tourist website for
increasing customer base which acts as a medium of marketing. With special discounts
customized emails are sent regular to the customers for encouraging company to provide
premium service. Customer’s needs and preferences are identified by the Easy Jet which
leads to increase in customer loyalty. It uses various promotional strategies of
advertisement, marketing communications, social media such as Instagram, Facebook etc. it
provides benefit of price guarantee.
 People- The cabin crew and pilots are very professional and friendly of Easy Jet as they
have been given extensive training and recruitment programs for making themselves
prepared for jobs. It employees over 15000 people. The employees are professional in
handling customer relationship management by identifying the changing needs of
customers. It is a customer-centered company which required feedback from the customers
on their services for more improvement which helps in creating positive image in the minds
of consumers. There is an enhancement of customer relationship and commitment in Easy
Jet.
 Process- Through customer service Easy Jet integrates offline and online mediums which
identify the area of services for improvement so that complete and satisfied experience can
be delivered to the customers. It also involves quick and easy online check in service within
2 hours before departs of their flight (Guy and et. al., 2018).

 Physical evidence- The physical evidence of the Easy Jet is pleasant, user friendly having
recognizable logo with nice color and design. The administrative cost is reduced of the Easy
Jet and gained sustainability by providing online booking of the flights to the passengers.
Activity 2- Marketing mix of Aldi
This activity is based on PowerPoint presentation presented to the CEO and finance
manager making comparisons of marketing mix of two organizations between Easy Jet and Aldi.
ALDI is a brand of two German families operating a supermarket chain. It was
introduced in July 1946 by the founder of Karl and Theo Albrecht. The market runs more than10,
000 stores in 20 countries having sales turnover of more than $50 billion. Later on their business
was separated into two groups in 1960 as Aldi Nord its headquartered is in Essen and Aldi Sud
headquarter in Mulhemin. By 1962 the name ALDI was having the abbreviation of Albrecht
Diskont. The products of the business are grocery and household essentials (Kochhan and et. al.,
2018).
 Product- The Aldi provides affordable foods products and beverages with the same quality
of the other brand products. It also offers Fresh fruits and vegetables, Health and beauty
products, Clothes, Stationery, Electronic products, Household goods and Soft tools etc. the
It has a stock of 1350 products with new items. For the more purchase of the product the
Aldi can extends the benefit by including warranties, after sales services, helpline service
etc. it should improve its product packaging for attracting more customers and easy for
transporting and use. Aldi also have virtual mobile network operator by the name of Aldi
Talk and Aldi mobile.
 Price- In consumer market there exist strong competitions where Aldi determines the
customer’s needs and wants and satisfy through applying pricing strategies. Market
penetration pricing for new product to enter in the market prices are charged low for
gaining market share. The Aldi offers the products at lower prices which has strong
customer base. The company uses various pricing strategies such as unit pricing for
groceries so that customers can compare easily. The Aldi uses competitive pricing strategy
for competing with the competitors by keeping low price of the products and making use of
economies of scale. It can use psychological pricing for showing low price of product in the

mind of consumer. Example- a product can be priced worth $100 as $99 that would
consider being low by people (Leboffe and et. al., 2019).
 Place- The Aldi has more than 8000 stores in 18 countries like Switzerland, Spain, Poland,
Netherlands, etc keeping store layout to have minimum cost for customers. The products
are procured from various suppliers in bulk and stored in warehouse. The product is sold by
using online website and retail store which provides product directly to the customer. It
makes the use of intensive pricing strategy for ensuring products are available at different
location easily to the consumer it has more than 500 retail store. It can also make use of
social media for opening shop to sell the product. It uses environment friendly equipment
for ensuring minimum waste disposal while transporting of goods (Rowitz 2017).
 Promotion – Aldi is an international brand which maintains its impact on global area by
using various methods of communication. The Aldi offers ‘super buys’ to the consumers by
news letter known as ‘Aldi informs’ till the stock availability through direct mail or
newspaper. It also makes the use of electronic media, Print and display media for prompting
the product in the stores. For promoting the product it uses promotional strategy of above
the line and below the line. It also uses the promotional technique of ‘swap and save’ so
that customers can switch to their brand from the competitors. It also advertised its product
on television and radio, use of social platform involving You Tube, Twitter, Facebook and
takes part in trade exhibitions and events.
 People- The Aldi has proper store layout where the products are separated into proper
sections which requires less number of employees as customer makes selection according to
their preferences which requires the less assistance from the employees. On the job training
is provided to the new customers. The product billing is done fast which increase the sales
as employees are seated in front of the computers which requires only scanning.It has low
customer service from the competitors. The employees work with the suppliers for
obtaining raw material (Thamrin and et. al., 2020).
 Process- The Aldi keeps limited product of high quality having nominal price which reduce
the selection time and prevents the customer from confusion in making choice of product. It
has large barcode for quick identification of the product. It also has online delivery process
where the order is generated on computer and shipped to delivery service provider from

inventory. The Aldi also looks innovative ways for improving process in terms of efficiency
and cost.
 Physical evidence- The business process, standardization and global pricing is simple in
Aldi. In the store 85% of the stock is from home brand and rest is from recognized brands.
The products are sold in distinct packaging for easy identification on shelves. It can take
feedback from the customers regarding the packaging for improvement and provides
friendly shopping environment by setting up own stores for encouraging customers for
products purchase (Witcher 2019).
Conclusion
The conclusion has been made that the marketing is essential part or function in the
company for its success and performance by leading high growth. The manager has to play
various roles and responsibilities for ensuring the success of the organization. The manager is
responsible for identifying market current trends, brand equity; customers needs and wants
market competition. It is involved in the product planning and development. In the study
marketing mix is done of the two organizations Easy Jet and Aldi where one is related to airline
and other one is a supermarket offering various products and services to the customers for
satisfying their wants. Both the organization has recognizable physical evidence and adopts
different process for delivering their services. The organization uses various promotional
strategies for more attraction and presents their services to across the world. The Easy Jet
requires larger number of employees providing assistance to the passengers.

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