Marketing Report: Roles, Mix Application, and Strategic Plan Analysis

This report delves into the core aspects of marketing, examining the key roles and responsibilities within the marketing function, and their interrelationships within an organizational context. Using McVitie's as a case study, the report explores market planning, research, pricing strategies, distribution channels, and promotional activities. It analyzes the interrelation of marketing with other departments like HR, Finance, IT, and R&D. The report compares different organizations' application of the marketing mix, evaluating various tactics. Furthermore, it includes an evaluation of a basic market plan and a detailed, coherent strategic marketing plan using the 7Ps to achieve objectives. The report emphasizes the importance of effective marketing strategies for business growth and competitive advantage.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of the marketing functions.....................................................3
P2. Explanation of roles and responsibilities which are interrelated with the organisational
context..........................................................................................................................................5
M1. Roles and responsibilities of marketing in the marketing environment...............................7
M2. Significance of interrelationship between marketing and other functions...........................7
D1. Analyse of key element of marketing and how these are interrelated with the other
functions.......................................................................................................................................7
TASK 2............................................................................................................................................8
P3. Comparison of ways in which organisations are applying marketing mix............................8
M3. Evaluation of tactics which are applied by organisations..................................................11
TASK 3. ........................................................................................................................................12
P4. Evaluation of basic market plan..........................................................................................12
M4. A detailed coherent marketing plan....................................................................................16
D2. Strategic marketing plan which tactically applies the use of 7Ps to achieve the objectives.
....................................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is a kind of activity which is related to promoting the products and services so
that sales can be increase (Brychkov and Domegan, 2017). It is necessary for the companies to
apply the marketing function in an effective manner. Eventually, this function includes various
kind of promotional strategies such as advertisement, hoardings etc. To understand in broad
sense about the marketing, McVitie's company is selected which was established in year 1830. It
produce biscuits and snacks as well as implements various kind of marketing strategies which is
useful in attracting large number of customers. In the project report role of marketing and its
interaction with the other functions is discussed. Additionally, the comparison of two different
organisations who applies the marketing mix is mentioned and a basic marketing plan is prepare
in the project report.
TASK 1.
P1. Key roles and responsibilities of the marketing functions.
Marketing is one of the important and crucial function which is useful for the
organisations to increasing the sales in an effective manner through promotional strategies
(Kotoua and Ilkan, 2017). In other words, it identify and analyse the customer's need. After that
provide the products and services accordingly. In the context of McVitie's, they produce various
kind of biscuits, chocolates, digestives etc. To increase the sales and revenue, company applies
marketing strategies which benefits to them in promotion of products. Eventually, the McVitie's
company wants to grow their business at the world level and for this purpose, their manager
analyse the need of market and make plans accordingly.
Marketing function: It is a kind of function which is related with the identifying the
need and demand of the customers and satisfying them by offering products accordingly. The
basic role of this function is to produce products and services as accordance to the customer's
demand and their preferences. In the McVitie's company implements a wide range of marketing
functions which are mentioned below: Market planning- It is the key function of the marketing which is associated with the
selecting a particular market for marketing. Eventually, this is one of the crucial function
whose objective is to growing the market share so that companies can gain the

competitive advantage. In the absence of this function, it can be difficult for the
organisations to apply the marketing strategies effectively. Basically, the planning of
marketing defines about what and how is required to be done for promotion of products.
In the McVitie's company, they applies this function to prepare effective marketing plan
for their wide range of products and services. Market research- It is a kind of function which is related to the searching of appropriate
market and identifying the need and demand of customers (Guilding, 2014). Eventually,
it is a mandatory function of the marketing because on the basis of it, companies
manufacture their products and services. Additionally, in the absence of this function of
marketing, it will be difficult for the companies to satisfy the demand of customers. In
respect to McVitie's company, they conduct a proper research to gather information about
different kind of customers requirement. On the basis of collected information, they
manufacture their products. Hence, the market research function is very important for the
company. Setting prices- This is a type of function which is being applied or used after the above
mentioned function. Under this function, organisations assign the prices of products and
services. Basically, it is necessary for the companies to determine the price of products at
a kind of level that can be lead to their success. The pricing of products can be
determined as per the customer's need for a particular product. This is why because if a
product's demand is high then prices will be increased as well as if demand is low then
prices will be determined accordingly. In McVitie's company, they assign the price of
their food products according to the customer's preferences and demand. It is the
responsibility of marketing manager to set appropriate prices for products in order to
increase sales and consumer base. Deciding distribution channel- It is a kind of function which is related to the determining
the channel of distributing the products and services (Jaffeux and Wieser, 2012). In this
function, it is decided that how the products will be provided to customers. Eventually,
there are various kind of distribution channels like wholesaler, distributors, direct to
customer etc. Like in the McVitie's company, they provide their products to the
customers in various market by applying distribution channel of direct seller to

customers. So basically, it is a crucial function of marketing which helps in selecting an
effective distribution channel.
 Promotion- This function is related to the promoting the products and services, so that
customers can be aware about features of products. There are various kind of promotional
channels like word of mouth marketing, digital media, advertisement through
newspapers, hoardings, print media etc. The McVitie's marketing manager promote their
products and services by using digital media. Eventually, this function plays an important
role for the company in increasing the sale and demand of products. It is the
responsibility of marketing function to select appropriate channels of promotion for
promoting products in market.
So these are the marketing functions and each function is very important for the
organisation. In the McVitie's, they implement different kind of marketing functions such as
market planning, research, setting prices, deciding distribution channel etc. As well as in the
absence of these functions of the marketing it can be difficult for the company to manage their
other aspects. Like their sell or revenue can be decrease if they do not apply the marketing
functions effectively.
P2. Explanation of roles and responsibilities which are interrelated with the organisational
context.
Marketing is a technique performed by the companies to advertise and promote their
products &services including the effect of market participants (Min, 2015). Eventually, the
functions of marketing are connected with other functions of department. Due to this marketing
process becomes more effective and competitive. Such as in the Mc Vitie's company, their
marketing functions are linked up with the other departments like human resource, finance,
information technology and research. Herein, below this link among different departments with
marketing is mentioned below:
1) Marketing with Human Resources - These both departments are inter related
with each other as human resources hires the best quality candidates which can
work efficiently throughout for the marketing department. It requires skilled staff
that are familiar with the process and can be further assigned tasks starting from
planning the project till the execution. Additionally, the marketing process huge
manpower as well as a kind of employees who can communicate with the

customers in an effective manner. This can be possible only if human resource
department selects most comparable and skilled workers for marketing activities.
Herein, the aspect of Mc Vitie's company, their human resource department is
linked with the marketing and due to this they have good skilled staff for
marketing.
2) Marketing with Finance – Marketing and financne, both departments are inter
linked with each other as marketing requires advertisement of it's products and
services as well as promotional strategies for effective promotion (Nguyen and
Rowley, 2015). All these activities requires funds that comes from the finance
department. It keeps in check that adequate resources are distributed to meet the
expenses of the organisation. It allocates individual budgets to all departments so
that they can exercise the operations. The marketing team provides an estimate of
all the expenses to the functional units so that they can stabilize the working
capital position. Eventually, in the absence of proper finance it will be difficult for
the organisations to manage the activities of marketing. Such as in the Mc Vitie's
company, their finance department is aligned with the marketing. The marketing
team gets the fund for different kind of activities which is essential.
3) Marketing with I.T. (information technology)- The marketing is also
interrelated with the information technology. Due to this link between marketing
and information technology department, it becomes easy for the companies to do
the marketing with the use of new techniques. Eventually, the information
technology department enhance the way of marketing and organisations can adopt
digital methods such as internet. Like in the Mc Vitie's company, their marketing
activities are aligned with the information technology department. Due to this
they are able to use new and advanced techniques to do the marketing of their
products. Additionally, this interrelation between these two saves the time and
cost of marketing process. This is why because the I.T. department enables to do
the marketing with the use of digital media.
4) Marketing with the research and development department- The research &
development is a kind of department which is associated with the collection of
data from the external source (Miller, 2012). These data becomes a basis for

futuristic decision making. In the aspect of marketing this department plays an
important role. This is why because marketing department gets the important
information about customer's need and demand. On the basis of it, company
produce the products and services. In the Mc Vitie's company, the research &
development department is aligned with the marketing. Due to this they get able
to produce and promote only those products whose demand is high. It helps them
in earning higher revenue.
M1. Roles and responsibilities of marketing in the marketing environment.
Marketing is a broad term which is beneficial for the marketing environment. This is why
because with the help of marketing companies can promote their products and services
(Zimmerman, 2012). In the McVitie's company, they applies different kind of marketing
functions like market research, planning etc. All these functions play an important role in the
context of marketing. Each marketing function has their own role and responsibility that is useful
in the environment of marketing. In the absence of these functions, it can be difficult for the
organisations to sustain in the marketing environment.
M2. Significance of interrelationship between marketing and other functions.
The function of marketing are interrelated with the other functions of marketing
(Mankiw, 2014). Due to this interrelation organisations become able to gain more profitability
with increased sales. Like in the McVitie's company, their marketing functions are inter-linked
with other department of organisation. Such as marketing with finance, human resource,
information technology and research. On the basis of this relation, they take significant
advantage like finance department helps in providing fund of marketing activities. As well as
human resource department helps in managing the manpower for different marketing operations.
So overall this interrelation is very important for the organisations.
D1. Analyse of key element of marketing and how these are interrelated with the other functions.
The term marketing is a wide, it is related with the promotion of products and services so
that sales can be increase (Manion and Widder, 2017). The key elements of marketing includes
price setting, distribution channels, promotional activities, research etc. These elements of
marketing are very important for the companies in increasing the sales and revenues. As well as

these functions are inter-linked with the other functions. Such as in the McVitie's company, their
marketing functions are combined with the finance, human resource, information technology
and research. Due to this their plans and strategies of marketing becomes competitive.
TASK 2.
P3. Comparison of ways in which organisations are applying marketing mix.
Marketing mix includes set of actions which are used by any company to promote its
products through strategies or tactics in competitive market (Villeneuve and Pasquier, 2017). It
encompasses product, price, place, promotion, people, process and physical evidence.
Comparison between McVitie's and Ferrero Rocher.
Basis McVitie's Ferrero Rocher
Product McVitie's is snack food brand
which was established in 1830
as united biscuit within
confectionery industry. Its
product line includes biscuits,
cakes and other snacks.
Various types of biscuits are
Digestive. Hobnobs, Penguin,
Gold bar, Tasties, Boasters,
Ginger Nuts, Deli Choc, Club
Biscuits and many more.
Cakes includes Jamaica Ginger
Cake, Waffles, Iced Gems,
Jaffa Cakes, Lemon Cake,
Carrot cake and so on. Other
snacks are in form of
Krackawheats, Digestive
Thins, McVities Digestive
Slices, Nibbles and so on.
Ferrero Rocher performs its
operations in confectionery
industry by manufacturing
chocolates as well as hazel
nuts products. It was
introduced in the year 1982 in
Europe. Its products are Mon
Cheri, Pocket Coffee, Tic Tac
candy, Ferrero Küsschen,
Giotto, Kinder Duplo,
Confetteria Raffaello, Kin der
Joy, Kinder Bueno and so on.
Price Managers of such company The company delivers

adopts penetrating pricing
strategies where they set low
or reasonable prices for
various products for the
purpose of attracting new
customers as well as to
increase market share along
with sales while discouraging
competition.
chocolates in the packet
containing numbers from 3 to
24. Pricing strategy adopted by
such firm is price skimming
where high prices are set.
Prices of Ferrero Rocher
products are generally high
which are not affordable by
common individual.
Place Products of this organisation
are available at various retail
stores like super market,
convenience stores and
grocery stores which helps in
reaching large consumer
segment for the purpose of
enlarging market
opportunities. Managers adopt
intricate network of
distribution channels to supply
products in developing or
underdeveloped regions.
Products of such company are
not easily available at normal
shops but are available at malls
and super markets. The
customers buy chocolates from
malls or its stores. The
distribution system adopted is
three tier system where
products passes from
manufacturer to retailers to
consumers.
Promotion selected company adopts
promotional strategies in order
to reach large segment of
consumer with the purpose of
earning more revenues. It
adopts both traditional such as
billboards, brochures and so
on. On other hand modern
The packaging of Ferrero
Rocher is very distinctive as it
is done with golden colour
wrappers. Companies uses
winning promotions in order to
attract more customers. For
example, it sells packets in
different shapes and sizes

mode of promotional strategies
such as social media
marketing, affiliate marketing,
internet advertisements and
many more. The business
make investments in large
amount for promotions.
during festive seasons. The
brand has created special page
on social site and promotes its
products by using
advertisements.
People The company makes various
provisions to motivate its
people which are employees,
customers and potential
clients. Managers provides
training and development
facilities to its employees and
engage them in decision
making in order to get new
ideas or opinions to deal with
uncertain situations.
The company considers its
clients as key people as they
play major role in increasing
revenues. They treat their
customers in friendly manner
and at the time of their
departure provides some gifts
to them. At the same time
employees are also treated ion
well and warmth manner by
respecting their emotions and
opinions.
Process Selected organisation
manufactures united biscuits,
snacks and cakes by using
quality raw material which
they purchases from selected
suppliers. Production manager
uses various updated
techniques at the time of
manufacturing as well as
packaging the products. With
the help of machines, all
The company purchases raw
materials from various
suppliers in order to produce
finished products in order to
satisfy needs or demands of its
potential clients and
sometimes goes beyond the
legislations also. Factories are
certified under ISO 9001
which assures to provide good
production in constant manner.

packing work is done. The
company has appointed expert
chefs for baking purposes.
Also automated mach9ines
known as robots are also used
for performing functions like
moving cartoons of finished
products from one place to
another.
In the production lines,
managers focuses towards
quality as well as manages
security for chocolate and
hazelnuts products.
Physical evidence The company provides all
information based on products
at the back side of wrappers or
boxes which includes
ingratiations along with
quantity, pricing, expiry date,
manufacturing date and so on.
Customers can take it as
evidence of the product.
Packages or containers also
includes query numbers with
the help of which customer
problems are solved within
less time period.
When clients visits the store
and make purchase decision at
the time bills are given as per
the product purchased. Ferrero
Rocher provides physical cues
to its customers which helps
them in evaluation of products
in the form of ingredients,
prices before making purchase
decision. They provides
physical evidences in the form
of packaging, brochures,
Mailboxes and many other
ways to their loyal customers.
M3. Evaluation of tactics which are applied by organisations.
Managers along with executives formulate and apply various tactics as well as strategies
for the purpose of achieving objectives (Griffin, Noble and Durmusoglu, 2014). The aim of
McVitie's is to attract maximum customer segment as well as expanding its market operations.
For such aspect, various strategies are formulated such as pricing strategies and promotional
tactics. The company adopted promotional tactics such as direct marketing, advertisement,

personal selling, sponsorships and so on which benefited in understanding customer perceptions
towards organisational products and accordingly various modifications were done in order to
satisfy the needs of customers. By understanding the requirements of clients, company has
implemented strategy to manufacture products which are healthy and at the same time makes
customer happy at the time of consumption. Thus, by implementing such tactic in efficient
manner it will help in achievement of business objectives.
TASK 3.
P4. Evaluation of basic market plan.
The marketing plan can be defined as a kind of document which is related to the outlining
the marketing strategies in an effective manner for products and services (Johansen, 2016).
Eventually, this plan is very important for different kind of marketing strategies. Such as in the
Mc Vitie's company, their manager prepared an effective marketing plan that can help them in
achieving the marketing and organisational goals. Herein, below marketing plan of Mc Vitie's
company is mentioned below:
1. Situation (SWOT) analysis:
Strengths Weaknesses Opportunities Threats
The key strength of
Mc Vitie's company is
that they provide
products on an
effective price with
better quality.
One of the weak point
of above respected
company is that they
have lack of
geographical
concentrate.
They have an
opportunity to
diversify their market
by different ways.
Such as by launching
any new products
according to the wants
of customer.
The threat for the
company is that there
are too many
competitors in the
market which are
impacting their market
share and growth.
Another strength of
the company is that
they have strong brand
image that helps in
marketing. Along with
Apart from it, the
ownership of the
company is private.
Due to this they have
limited rights to
As well as they have
an another opportunity
to grow their market
by offering healthy
and organic food
Another threat for
company is that
fluctuation in the
political conditions
can impact to their