Marketing Essentials Project Report: Coconut Bliss

This report provides a comprehensive analysis of marketing essentials, focusing on the key roles and responsibilities of a marketing function within the context of Coconut Bliss, a company specializing in healthy food products. The report explores the importance of the marketing department in maximizing sales and promoting goods and services, including identifying customer needs, assessing market trends, conducting market research, and developing promotional strategies. It examines the roles of marketing in relation to the organizational context, including its interrelationship with departments like human resources, production, finance, research and development, customer services, administration, information and communication technology, and sales. Furthermore, the report delves into how a firm utilizes the elements of the marketing mix (7 P's) to achieve success in the business, comparing its strategies with competitors and preparing a marketing plan. The report concludes with a strategic marketing plan, backed by coherent, evidence-based marketing strategies.

Marketing Essentials
Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibility of marketing related to organisational context...............................5
M1 Roles and responsibility of marketing in context to marketing environment.......................6
M2 Significance of Interrelationship among marketing and other organisational units.............7
D1Key elements of marketing function......................................................................................7
TASK 2............................................................................................................................................7
P3 Ways in which firm uses elements of marketing mix for obtaining success in the business 7
M3 Various tactics applied by organization..............................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan.....................................................................................................................10
M4 Coherent evidence based marketing...................................................................................15
D2 Strategic marketing plan......................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is a term which study the exchange relationship and it is an effective process
of promoting various goods or services across international boundaries in order to fulfils the need
or demand of millions of buyers. Along with this, it also signifies the method by which an
enterprise may deal with their desired customer at marketplace (Babin and Zikmund, 2015). In
fact, major objective of marketing team is to maximize the sales of an association by adopting
various tools or techniques. Coconut bliss is an organization whose main objective is to
manufacture healthy or fruitful items for enhancing the human body. However, main motive of a
company is to design their products free from harmful or dangerous raw materials and produce it
with the use of natural substantial. Thus, this assignment is mainly segmented into three different
parts for highlighting the method by which selected association operate their business for
attaining their organizational objectives. Initially, report will throw lights on essential roles or
responsibilities of marketing team with the help of useful methods in order to promote items
across international boundaries. Additionally, it also highlight obligation of team in wider
organizational context by considering relevant information or data. Role of 7 P'S are also
outlining in this project by comparing it with their competitors and prepare an impressive
marketing plan for accomplish their business activities in an effective manner.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing department of coconut bliss plays a very eminent role in maximizing their
sales by promoting their goods or services across international boundaries with the help of
suitable methods. Coconut bliss is an association whose main objective is to offer healthy foods
or products to domestic and foreign customers with the help of useful method of selling
department. In fact, it has been observed that marketing act as a lifeblood for success or
development of an association due to their efficient roles and obligation toward attainment of set
objectives (Brassington and Pettitt, 2013). Along with this, it is also responsible for enhancing
the growth, maximization of profitability by satisfying needs or desires of different customers.
Basically, managerial team of coconut bliss trying to accomplish their assigned task in an
effective manner by considering necessary facts or figures. Apart from this, initially they are
going to forecast the demand of their products at local and national marketplace to make their
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plans accordingly. Thus, major job of marketing team is to identify the consumer needs, choice,
current trends and preferences in order to design their items as per their demand. Hence, some of
the major roles or responsibilities which is played by marketing team of coconut bliss is
described as follows:- Identification of customer taste:- First and foremost duty of team is to determine the
choice or preferences of local as well as foreign customers in order to fulfils their needs
or demands as per their desired (Caragher, 2016). Coconut bliss offers healthy items
which are beneficial for patients and normal human beings due to which number of
customers get attracted towards it. Hence, identification of clients is profitable for
association in various manner such as it assist production team while designing of goods.
It means selling group act as a indispensable for success of an enterprise because it helps
other departments while performing their business operations. Assessment of current trends:- Secondly, they are responsible for determining the recent
trends and required to study strategies which is implemented by their competitors in order
to design coconut items accordingly. In fact, it is also useful in accomplishing set
objectives or goals in minimum duration because it helps an enterprise during planing
process. For example; if marketing managers of a company get updated about current
market strategies or trends which is used by society then it may help them while making
promotional plans as well as guide their manufacturing department to modify existing
products as per customers demands. As a result it help an enterprise in generating
maximum revenue. Market research:- According to this obligation, marketing team is liable for accumulate
necessary information or data which is used by enterprise while designing their strategies
or promotional schemes in order to capture attention of millions of customers. Researcher
team aids in identifying objectives, available opportunities and understand the
requirement of entire society (Charles, JOSEPH and CARL, 2011). Basically, it is
indispensable for every small or large enterprise to implement investigation department
for identifying customer demands, understanding the choice of clients of various age
groups, getting aware about strategies of competitors and collected several other
necessary facts or figures which is used by association during decision making process.
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 Promotion of goods or services:- Production department is liable for designing necessary
goods or items which is further promote by marketing department with the use of various
useful modes. For example; giving advertisement in television, articles in newspapers,
pamphlets, magazines and social media. Thus, it has been observed that due to emergence
of modern equipments most of the individuals are addicted towards social sites and
accomplish their day to day work with the use of internet (Dibb and Simkin, 2013). It
means adoption of internet services is one of the useful and most appropriate mode of
promotion because of their maximum benefits. For example; consume minimum time
period, maximum number of consumers get attracted including foreign clients also,
immediate respond and so on.
 Maintain business relations:- Sales men or middle men or entire team of marketing is
liable for creating a positive connection with competitors as well as various customers
which is beneficial for their image. If an association get succeeded in gaining the trust or
loyalty of numerous of clients and rivalries then they can easily continue their business
for long run by establishing their goodwill at marketplace. Marketing team of coconut
bliss is trying to make effective relation with their partners, shareholders or customers for
achieving their short term and long term vision. Hence, marketing department of referred
company plays a very vital role in creating a healthy or friendly relations by proper
communication process.
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(Source:- Role of marketing, 2017) Product development:- Apart from all the above one of the major role which is played by
merchandising team is that they always try to present their products in positive manner in
front of overall society. Along with this, it also highlight benefits or advantages of
offered items for maximizing their sales in a minimum time period (Durmaz, 2011).
However, they also trying to enhance the quality or features of products by packing it in
an effective manner with the use of various additional items such as shiny papers, ribbons
and so on. Thus, by doing all these things marketing team may improve or develop the
offered products externally which may capture the attention of different customers.
 Conduct events or sessions:- One of the major or essential role which is accomplished by
selling team is that they need to conduct or plan impressive sessions or promotional
programmes by implementing campaigns for maximization of sales. In fact, campaigning
events are very useful technique which is adopted by marketing department of a coconut
bliss because products which is offered by this enterprise are very healthy in nature and
mostly demanded by travellers whosoever are roaming from one place to another. Along
with individuals living away from their family also requires these kinds of foods for
maintaining their health.
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Illustration 1: Role of marketing

Hence, it has been understood that all these above essential roles or responsibilities which
is performed by marketing team of coconut bliss in order to attain their set objectives in a
defined time period by satisfying the need or demand of domestic as well as foreign clients.
P2 Roles and responsibility of marketing related to organisational context.
In present time of business, marketing roles is just not constrained to promotions rather it
has much more wider scope when related with organisational context. In Coconut bliss there are
many kinds of organisational units and it is essential for the firm and marketing unit to work with
them so as to make maximum benefits from the operations (Hauer, 2011). It also ensures that all
the units of firm is working in a direction of achieving collective goals and targets of the firm.
Marketing units roles and responsibility in terms of organisational context is as follows:
 Human resource: This department works with marketing unit so as to ensure that every
unit has sufficient amount of staffs for running their processes. Human resource also has
role of developing capabilities of the staff members which helps in adding value to the
products for which customer is paying. Marketing is helping other departments in finding
the ways in which human resource can be developed as per the best practices in the
industry.
 Production department: This department has a role of maintaining the demand and supply
chain which is again based on the demand of the product in the market. In this marketing
department helps a lot as they assist in finding which products are doing well and which
is not. Marketing department also helps in ensuring that products are produced in the best
interest of the market.
 Finance: This department has a role of maintaining the funds for different activities of the
firm. Marketing department works with them to ensure that Coconut Bliss is conducting
its activities in a manner that it makes maximum profits. They work together to bring cost
effectiveness to the working procedures. They also helps in generating budgets for
marketing which is highly essential for the firm.
 Research and development: This department works with the marketing department so as
to ensure that all the research that is going on inside the firms id going as per the demand
of the market. The market analysis that is done by marketing department helps in
understanding the taste requirement of the people and hence the research unit will will
continue its activities accordingly (Joshi, 2012).
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 Customer services: It is also one of the most important role of the marketing department
to work with customer service unit so as to ensure that their no doubt remains in the
minds of people regarding the product of the firm as well as queries regarding the
marketing plan and offers can be easily sorted out. This helps in increasing the demand of
the product.
 Administration: This department has a role of managing every other departments. Hence
marketing unit helps in selecting organisational structure in such a way that they work in
a manner to achieve market leadership. They also helps this department in their decision
making process since it must be according the need and requirements of the market.
 Information and Communication technology: This department has a role of managing the
IT infrastructure of the firm. Marketing team plays a role of helper in providing details to
them using which they can utilise their technology for reaching to maximum number of
consumers all around the world (Lamb, Hair and McDaniel, 2011). They both work
together for enhancing the reach of marketing to new horizons with the help of concept
understood as digital marketing.
 Sales: This department works with marketing so as to ensure that the pre-sale of products
gets increased. They also work together to understand the demand of products all around
the world by the help of feedbacks from consumers. Marketing department assists sales
department in using strategies which will ensure that high sales margin are recorded.
It s the role of all the department to work in conjugation so as to ensure that maximum
number of people are buying company's product. Marketing department works with every other
department so as to ensure that company products are developed in best interest of the market
which will help in achieving higher sales hence fostering higher revenue generation. It will give
competitive edge over other firms.
M1 Roles and responsibility of marketing in context to marketing environment.
In the above part of the report it has been seen that marketing plays very essential roles in
context to organisations. But its roles are further elaborated in the form of its responsibility in the
marketing department. It is also to be ensure that marketing is done according to the environment
prevailing around the firm business. As per marketing factor plays an decisive role in this regard
which is illustrated by following points:
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 Competition: Since the number of Companies in the Ice Cream industry is raising day by
day hence the profit margins of the Coconut Bliss has also reduced. Marketing helps in
ensuring that even after such competition company sales does see a downfall which helps
in achieving competitive edge over others (LEHTINEN and MÄKINEN, 2012). More the
effective marketing strategy the better is the company's power to face competition.
 Economy: Coconut Bliss has been operating presently I the market that is less stable and
hence predicting sales and profit can be highly difficult task. Marketing team helps in
utilising the financial resources in such a way that long term sustainable growth can be
achieved by Coconut Bliss. Marketing department helps to ensure stronger position in the
market.
 Technological development: Marketing departments also helps company in
understanding the needs of the firm so as to that their operations remains cost effective. It
also brings effectiveness in the work process.
M2 Significance of Interrelationship among marketing and other organisational units
For any company like Coconut Bliss, it is important that all their organisational units
works in collaboration of each other. It helps in ensuring that they are working in a right path for
achieving the set objectives and goals of the firm (Marshall and Johnston, 2011). Production and
research department works with marketing department for ensuring that products are developed
as per the demand of the market as well as maintaining the demand and supply chain of the firm.
Marketing department works with sales department in ensuring that they are achieving higher
amount of pre-sales. They also work together for making market research more valuable.
Marketing and finance department works together for achieving higher profits which is essential
for the firm.
D1Key elements of marketing function.
There are different elements of successful marketing function are like product, price, place
and promotion. Through this companies are able to maintain work quality and overall
performance. Furthermore, mentioned elements of marketing are interrelated with other
functions like finance, human resource, accounting and several other department of Coconut
bliss. This concept is helpful for company to provide opportunity for sale numerous products or
services in international market in order to increase profit margin. Elements having impact on the
future performance of firm.
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TASK 2
P3 Ways in which firm uses elements of marketing mix for obtaining success in the business
Every firm utilises its marketing mix in different ways so as to have competitive edge
over others. Marketing mix brings effectiveness to the marketing process for achieving success
(McDaniel, Lamb and Hair, 2012). It is essential for the company to understand its marketing
needs and hence applying marketing mix in a proper way. In order to understand the concept
related with marketing mix 7 p's of marketing is utilised in this process and hence comparison
between the two firms is done
Element Coconut Bliss Baskin Robbins
Product This company is having large
amount of product range that will
help in luring the taste of many
customers. The product range from
Vanilla, Strawberry, Chocolate
Coconut favours and many more
variety of ice creams.
They also offer a large variety of ice-
creams like Butter scotch, Chocolate,
vanilla, orange mango and many more.
The range of ice creams exceeds over
50. Apart from this company is
producing many flavours of milkshakes,
sundaes.
Place They are selling their most of the
products taking the use of
distributors and retailers. Apart
form this they have many kinds of
outlets which it utilises for making
the profits. Here business is in
many continents but major
operations is in Europe.
They are operating at various places
with the use of their outlets. They have
approx 7300 outlets in over 50
countries. They have also provided
licence to franchise owners who are
capable enough to maintain the
standards of company operations.
Price It is using best pricing strategy
that will help in making
competitive edge over others. It
has used premium pricing ranges
for its products. They also have
taken use of seasonal coupons
This company also has some what same
pricing strategy. It also believes in the
premium pricing strategy. They have
used psychological pricing strategy
where they did not rounded of their
prices in whole digits. They also
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depending on the seasons and new
arrivals (Nguyen and Simkin,
2012). This company also has
lower priced products which helps
in attracting large number of
consumers towards the company's
business.
distribute seasonal as well as weekly
coupons so as to attract consumers in
the off seasons especially winters.
Promotion They uses many kinds of
promotional activities to promote
their products. This firm uses
posters, sign boards, newspapers as
well as TV and many others
mediums for promotions.
No ice cream firm can match the
aggressive promotions that this
company does for its promotion. They
uses traditional mediums such as TV,
Newspapers, Holdings, sign boards and
many others as well as they also take
use of digital mediums of promotion.
This company has sponsored many TV
shows and movies like Roadies and
Spider man 3. They have use the
promotional strategy of 31 flavours. It
has made NBA star LeBron James as its
brand ambassador.
Process This company is using the best
practices in the industry so as to
produce quality products. The
research team is working hard to
add flavours to its ice creams.
There are using the process in which
there is much use if technology. It has
helped them in fasten the speed of ice
cream production which is essential for
maintaining the demand and supply
chain.
People The staff members are excellent
which helps in making the
activities smoother (Pike, 2015).
The administration is faster in
They have employed the best workforce
all around the world. Since most of the
products is being sold by its outlets
hence they have engaged many talents
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taking decisions as per the
requirement.
in their work process.
Physical
evidence
They are producing products as per
what it has promised to its
consumers. It is tangible.
They are also producing products that
they have promised to their consumers.
The products are tangible in nature.
M3 Various tactics applied by organization.
Initially, members of Coconut bliss have to set goals or objective and try to perform
functions accordingly. After this, applied those objectives in organization. With the help of this
process company can easily attain target within stipulated time period. Managers and leaders of
cited firm are responsible to frame objectives on the basis of its performance which must be
achievable and specific. Also set business operations in order to meet them. Every action should
be take accordingly.
TASK 3
P4 Marketing plan
Official blueprint which consist of all those business activities that are going to perform
by every staff members of an association are known as business plan. In fact, major objective of
marketing plan is to show corrective path to entire team towards achievement of goals in order to
maximize their sales. Basically, this plan is designed after considering necessary facts or figures
in order to minimize chances of losses and mistakes. Thus, an appropriate plan is described as
follows:-
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