Marketing Essentials: Evaluating Marketing Strategies and Planning

This report delves into the core concepts of marketing, examining the roles and responsibilities of various marketing functions within an organization, such as the marketing information system, product management, market research, marketing planning, promotion, pricing, and selling. It explores the interrelationships between marketing and other organizational departments, including human resources, IT, sales, finance, research and development, and customer service, highlighting how these departments collaborate to achieve marketing objectives. The report further analyzes the marketing mix of two different organizations, providing a comparative analysis. Finally, it presents a detailed marketing plan for Coconut Bliss, a company specializing in dairy-free frozen desserts, covering various aspects of its marketing strategy. The report concludes by summarizing the key findings and insights gained from the analysis.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluating the roles and responsibilities of different marketing functions..........................1
P2. Ways roles and responsibilities are interrelated with marketing in organisational context..4
TASK 2............................................................................................................................................6
P3 Compare the marketing mix of two different organisation....................................................6
TASK 3 .........................................................................................................................................10
P4 Marketing Plan of Coconut Bliss.........................................................................................10
CONCLUSION..............................................................................................................................13

INTRODUCTION
Marketing can be stated as process in which there are many of the factors within firm
which in turn can create and thus exchange the values with the customers which are targeted.
This can be considered as ongoing exchange process which in turn helps in formulating up of
strong relationship along with potential buyers for certain tenure. Generally, marketing is being
utilised for fulfilling the needs and wants for having profit (Babiuk and et. al., 2015). Besides
this, marketing is the concept for the provision of the product along with services. There are
various kind of activities which are interrelated to selling, packaging, advertising and many more
which in turn helps out in goods transferring for producer to consumer. Company taken for this
report is Coconut Bliss which mainly deals with the creating divinely creamy dairy free frozen
desserts and has been headquarters in Eugene, Ore. There are number of factors which will be
used within this report and that are like various responsibilities and roles of the company for
attaining long term goals. Along with this, number of aspects for the marketing plan which has
provided high level of advantage within marketplace.
TASK 1
P1. Evaluating the roles and responsibilities of different marketing functions
There are number of tactics for the marketing which provide help in dealing with various
kind of services along with products so that customers can be targeted. This in turn mainly
stimulates the buyer interest and thus mainly enable them to purchase services and products in
order to satisfy in effectual manner. There are products which are being manufactured so that
revenue can be generated and thus long term relations can be made with customers (Baker and
et. al., 2016). This can be stated as the bridge among the entity along with buyer so that necessity
of both parties can be fulfilled. This can mainly provide the motivation for making the
environment healthy rivalry within the marketplace. There are various kind of roles which
Coconut Bliss which mainly performs the number of marketing functions which are being
described below:
 Marketing Information system (MIS): This kind of factor mainly helps out in
determining the needs along with wants of customers which changes in rapid speed.
MIS can be stated as process which mainly gathers, evaluates and thus distributes the
data which is highly related to the choices of buyer which in turn helps out in making
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better decisions. As per Peterberk, it is highly essential to have better level of
Gethsemane for future and that too in systematic manner so that flexibility can be
adopted. MIS can be utilised by Coconut Bliss for determining the latest preferences of
the clients. This in turn allow them to modify the current taste of flavours provided in
ice-cream.
 Product or Service Management: This kind of factor is all about the regulating and
enhancing the product which in turn mainly relates with the various kind of marketing
opportunities which are present within products and services (Baker and Saren, 2016).
There are about 24 flavours which are being offered by Coconut Bliss including some
unique flavours as well. Home delivery services are being provided which in turn
provides help them for satisfying customers.
Illustration 1: Marketing Functions
§
Source:( Various functions of marketing, 2017)
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 Market Research: There has been a conduction of analysation regarding the latest
trends along with needs of customers. Besides this, there has been research conducted
for the setting up of price and quantity. Above mentioned company has been collecting
the data and thus applying improvisation within promotional activities. This kind of
strategy is being utilised for making strong bond with customers for long period of
time.
 Marketing Planning: Coconut Ecstasy is required to make viable advertising
arrangement that aides in accomplishing their general goal both long and here and now
in a helpful and organized way. For example, prior alluded firm holds 35% offer of
Dull Chocolate Bars and now they need to raise it by 45%. This is for the most part
since current situation indicates quick pattern in the utilization of chocolate by all time
of individuals. Along these lines, the firm is obliged to make advertising arrangement
such that arrangements with various level of advancement and generation endeavours
that aides in accomplishing their objectives deliberately.
 Promotion: There are various kind of techniques which are adopted in order to provide
help in launching out the products and services. Brand awareness can be done among
the customers which can stimulate the customers to purchase the products (Cleverley,
2017). This can be stated as the voice of the company by which the brand message in
order to reach the target audience. It is highly essential to have appropriate system of
promotional activities along with marketing strategies which in turn can provide the
high sales graph. There are companies which mainly utilise various kind of factors in
order to promote the products like advertisement, sales promotion along with direct
marketing. Number of accounts has been created as there its own Facebook, Twitter
along with Instagram page which in turn mainly enables them to get attached with the
buyers along with medium of interests.
 Pricing: There are reasonable prices which are being charged from the customers and
this in turn mainly allows them to have competitive advantage. Prices is being offered
which in turn can generate the values. Price bundling is kind of process which is being
utilised by the Coconut Bliss so that various kind of products can be combined which
can meet up the needs of customers at lower price. This in turn gives outcomes for
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gaining better level of profit for Coconut Bliss as it mainly advertises the appealing
feature of products.
 Selling: This capacity is nearly interlinked with showcasing capacity. This is likely on
the grounds that once organization has decided a definitive needs and needs of buyers.
They wind up at risk to convey right item at the opportune time inside a given time
span. This idea alludes to situating the organization structured which empowers them to
offer most extreme item (Del Giudice and Della Peruta, 2017). Offering is the main
path through which merchandise can be conveyed to the objective buyer who quite it.
Therefore, augmenting general gainfulness of the organization by satisfying the
requirements of customer. Coconut Rapture is offering their item through their stores,
on the web and by home-conveyance.
P2. Ways roles and responsibilities are interrelated with marketing in organisational context
Marketing concept is being utilised for determining the actual needs and wants of the
customers which in turn provide further assistance in fulfilling the needs in better and effective
manner. Company has been fully utilised the marketing concept in order to attain the long term
objectives and thus it mainly helps out in managing the functionality of the several sectors (Iancu
and Maier, 2017). There are various kind of sector like human resource, finance along with IT
which plays significant role in promoting up of services and goods which can generate the high
ratios of profit for company.
 Marketing and human resource department: Major and effective role of this kind of
sector is that it provides help in conducting the process of recruiting and selecting
skilled candidates in order to attain the high level of performance along with objectives
of company. Marketing tool can be utilised by the HR manager so that attracting
feature can work upon the customers (Jacobs, MacRae and Sladyk, 2017). Coconut
Bliss which has the main focus on the making the customer much happier long with
employees. They mainly recruit the competent personnel by the external sources in the
form of employment exchange programme along with labour contracts and many
more.
 Marketing and Information technology department: This kind of factor has been
mainly utilised by the Coconut Bliss along with adoption of latest technology which in
turn acquiring the large marketplace. There are many of the innovative technologies
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which helps out in making the plans and strategies for company in effective manner. In
order to have effective communication among company and customers, company has
launched its own website and application on smartphone. Help is being provided by the
IT sector for having main point of view of customers which in turn can depict the all
kind of evidence for all level of interaction which lies among the brand and buyer
(Kazmi, 2017). This mainly compiles up of details analysis along with consumer
profile and past buying pattern along with accurate data so that requirements can be
met. Social media can be used as platform by Coconut Bliss as this will mainly provide
the customers by own area of interests.
 Marketing and sales department: Both of these kind of sector mainly helps out in
creating link between production and buyer. Needs and wants are being discussed
which are highly related to the certain product in order to transfer the appropriate data
by the sales manager to various kind of sector such as manufacturing so that products
can be designed or modified as per necessity (Kowalczyk, 2017). There is the main
role of sales manager is to bring maximum level of satisfaction to customers with the
help of giving out better facility along with services at reasonable rate. This satisfied
customers as they can purchase the products in order to improve the entire profitability
of company.
 Finance department: This kind of factor is being considered as mots essential pillar of
the company on basis of which its runs its operations and process. Finance word is a
large concept which is being utilised for the compromising of feasibility of project,
cost or profit while marketing can be stated as preoccupied with volume of sales, target
sales, mining data along with promotional activities and many more. When there is
ineffective promotion, sale of certain product which cannot be improved and for that
company is not mainly reliable to make profit. There are various kind of internal and
external factors by which appropriate kind of funding is being carried out.
 Research and development: As per Chief Economist of Google, marketing has been
the new research and development sector as it has the certain approaches regarding the
reaction of buyer along with the multiple media which in turn can transfer the buyer
for message of company in terms of product which in turn satisfies the demand of each
client. In the modern scenario, most of the companies mainly uses the various kind of
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marketing tool such as social media platform which can be utilised for analysing the
needs and preference of the target buyer (Krumova, Paunova and Yotova, 2017). This
has been mainly believed that the about 80% of the population has one social media
profile where there is enough for putting up the dynamic needs. There are certain tastes
and desires of the customers which need to be fulfilled and this in turn creates the need
of conducting the market research for understanding the behaviour of human needs. It
is being needed from the Coconut Bliss for analysing the most preferable ice-cream in
order to make the further range of products within the mind of choices of clients.
Marketing manager of the Coconut Bliss are responsible for knowing the right way for
the Hard Chocolate Cake which is outselling among products. This mainly happens
with the motive of assuming the promotional activities of company for chocolate cake
which is why the sale of product sale is being done.
 Customer service department: So as to produce higher incomes and benefit, it is vital
to fulfil the client needs. The majority of the advertisers are taking the assistance of
online networking apparatus keeping in mind the end goal to give better customer
administrations. Advertising empowers the organization to have further comprehension
in respects with purchaser personas. Coconut Delight gives 24*7 help to its clients
which causes them in increasing higher fulfilment level of the client. Truth be told they
return rapidly via web-based networking media pages too. This fabricates solid
association amongst organization and client (Medina, Coelho and Bellido-Pérez,
2017). As Coconut Delight is for the most part utilizing web-based social networking
stage with a specific end goal to promote their item, this makes an inclination for client
benefit office in their organization, who persistently screen their informal community
pages and answer to their customers. This outcome in holding purchasers for long haul.
TASK 2
P3 Compare the marketing mix of two different organisation
Marketing mix can be stated as set of actions by which company mainly promotes its
certain products and services within the marketplace.
Elements of Marketing Mix Coconut Bliss Purbeck Ice-Cream
Product There are large variety of non- There are delicious and
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diary frozen ice cream which
are being provided to
customers. In present scenario,
there are about 24 varieties of
delights for the clients which
in turn can satisfy them the
most. Range of the product is
being classified into organic,
Non-GMO along with
ingredient of fair trade. The
main focus of Coconut Bliss is
on providing the gluten and
soy free products for the
customers in order to attract
large number of customers.
marvellous range of ice-
creams product which is being
provided by this company
with friendly and effective
services for clients. Purbeck
ice cream has been offering
about 40 products to the
customers. This kind of
company mainly provides the
vegetarian range which is free
from gluten along with
artificial preservatives (Allen,
2017. The 7P's of Marketing
mix.). Along with this,
dealership to other companies
is also being done.
Price Reasonable prices are being
provided by company within
the products and services and
thus in turn will enable them to
have variety for consumption.
This company has been
utilising the concept of Price
Bundling where they mainly
refer to the various kind of
products and thus put them
together for single
comprehensive packages
which in turn creates the value
for customers and that too in
reduced prices. This mainly
Penetration pricing is being
utilised by this company
where they have state the low
prices at starting level so that
large number of buyers can be
attracted. Main focus is on
adopting the pricing technique
which might customer can
shift to brand as the low prices
with better quality can be
afforded easily. Company has
mainly adopted the market
penetration strategy which in
turn provides them to have
competitive advantage among
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provides the benefit of
promoting of two or more than
two products and in result,
there will be an increment
within profitability ratios.
rivals. There are high chances
that the price can get high
within company as they have
mainly effective and efficient
attained objectives.
Place Functions of this company is
mainly being operated in
Eugene, Oregon. There are
number of stores which are
being opened in Eugene but
still thy are trying to acquire
the large market share of UK
along with China as well. They
try to open up the store within
this kind of area where there is
high population (Panigrahi,
2017).
Main focus of this kind of
factor is on selecting the area
which can be gained by the
customers and thus they open
up the store within the centre
of city.
Promotion Effective platform like social
media can be utilise by the
Coconut Bliss so that product
can be promoted. Example can
be taken up of Facebook,
Instagram, twitter along with
Pinterest in 0order to reach the
final customers by area of
interest. Mainly the promoter
is being stimulated by buyer
for making purchasing
decisions which in turn
provides help in increasing the
Purbeck has been applying
innovation within the ice
cream services. They have
created an application by
which the nearest store of ice
cream centre can be located.
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level of profit. There are
various kind of promotional
tools focusing on making the
things much easier in order to
get connect with medium of
interest.
People There are various kind of
employees for Coconut Bliss
which is being restricted to 11.
Main aim of this kind of
company is to attain the
objectives in better and
effective manner (Pappas,
2017).
There are various kind of
workers within Purbeck ice-
creams which is mainly
limited to the 100 which is 10
times for then the Coconut
Bliss. This mainly provides
the company to take advantage
of high competition level.
Process Along with the distribution
channel, supply chain of the
Coconut Bliss is much more
simple and feasible. There are
few employees who has put
limits to the distribution
channel.
There is effective distribution
channel which in turn can
enable the company for
delivering up the final goods
to clients.
Physical Evidence This can be stated as one of the
essential function of marketing
where the consumer can
experience or see out products
and services. Ice cream is
being provided to the
customers which is tangible in
nature and thus from that they
have been providing the
There are various kind of
products which are being
offered by the company to the
customers by Purbeck Ice-
Cream and just like the
Coconut Bliss, there are
various services which are
being provided to the end
customers (Perkins and et. al.,
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services in terms of home
delivery, online order and
many more.
2017).
TASK 3
P4 Marketing Plan of Coconut Bliss
Every organisation need to concentrate on different marketing plans in order to carry out
all procedures in systematic manner. Further it allows them to achieve their targets and goals in
proper manner.
Company introduction:
Coconut bliss which engaged with the creating divinely creamy dairy free frozen desserts
and has been headquarters in Eugene, Ore. Further organisation coming with different techniques
and innovation in their beverages products. Firstly, the company came in the market of non-dairy
coconut milk ice-cream which is USDA certified organic product. Company goods are available
in United states, Canada, Australia and Germany. The USP of organisation is that it provides
almost 15 flavours of ice-cream featuring mainly cookies produced in a certified gluten-free
facility made with organic sprouted brown rice and oat flours, organic hemp seeds and organic
Fair Trade dark chocolate chips, the Coconut Bliss Cookie Sandwich is a decadent treat for all to
enjoy.
Vision and mission statement: -
Vision is made for achieving long term goals of company which is generally established
by strategic level. Coconut bliss mission is to provide wider varieties of ice-cream to their
customers which enhance their sales and profitability.
Mission statement: - Generally mission is just part of vision which is established for short term
purposes. This company has dynamic mission which is growing quickly in order to maintain
sustainability in external environment.
SWOT Analysis of Coconut Bliss company: -
Strength
 Company offer 24 varieties of frozen
non-daily ice-cream.
Weaknesses
 Logistic department of this company is
slow and weak.
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 Using different marketing tools like
advertising and various social sites in
order to create awareness among
customers about products (Puddle,
2015).
 Main USP of company is that they
offering organic products which
become first choice of health hygiene
people.
 Using single individual unit of not
dairy dessert product running for last 8
years.
 Target audiences of this company are
those people who come under the age
group of 40-45 years suffer from
different diseases.
 Company comprises of only 11
employees which are less in delivering
services to customers.
 Strategies for marketing is weak.
 Company having less contact with
media partners and sponsor who
promote their products.
Opportunities
 Demand for frozen dairy products are
increasing continuously because of
changing customer needs.
 Labour cost indulged under it is less as
compare to other competitors.
 Eating outside act as advantageous
point in order to generate revenue and
profits.
Threats
 It’s a start-up which carried out by
single owners without the assistance
any partners so they have to invest
large amount initially.
 Dynamic environment act as riskier
factor in relation to change in demand,
taste of customers.
PESTEL analysis
Political Today food and ice cream industry depends on the VAT decide by the
government. As this affect the final price of ice creams like the same it impacts
on the frequency of the customers who buy these kind of products. This is an
element which serve as a threat for the company as increase rate of VAT
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decrease the sales of company’s products.
Economic In this aspect, inflation rate is one of the factor that needs to be consider as this
affect the final customer prices and also determine the sales level of ice cream.
In recessionary period, consumers become more cautions with their money and
tend to buy less ice creams. It is essential for Coconut Bliss to consider this
factor so company can deal with this situation.
Social Companies that operate in ice cream industry such as Coconut Bliss requires to
comply with the social elements such as food consumption habits of
individuals and many more. So many people are there who mainly focus on
healthy and low fat food products. By consider this element, company can
attain its set sales level.
Technological Ice cream industry is the one which is affected by the innovation take place
such as in case of kitchen appliances which make the individual enable to
create ice cream at home which direct affect the sales of companies deal in this
sector such as Coconut Bliss.
Legal It is very important for ice cream manufacture companies to get approvals for
packaging, store the ice cream in appropriate temperatures. Further, it is
necessary for enterprises to strictly follow all hygiene standards. To operate
adequately, Coconut Bliss require to follow all these regulations.
Environment Different environmental elements such as changing climate, changing global
temperature, pollution and many more affect the activities carry out by
companies operate in ice cream sector.
STP of coconut bliss: -
Segmentation This company target all age group and divide
their segment of ice-cream flavours according
to age group.
Targeting Basically focus on Health hygiene and higher
class people.
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Positioning Planning to diversified their business at global
level in order to enhance profit and sales.
Competitors analysis: - According to data it has been observed that company comprises
of limited number of employees which act as hurdles in order to beat all the challenges of rivalry.
Different competitors of coconut bliss are Purbeck, Dairy Queen, Breyers, Blue-Bell. All the
competitors having huge market share and profitability as compare to this company.
Marketing budget: - It is a systematic framework that discuss about the project cost
incurred in market related to their products and services (Purcarea, 2017). It will take into
account different things like marketing communications, salary wages of employees and policies
strategies for training development.
Marketing budget:
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 4000£ 5000£ 13000£ 10000£ 10000£
Investment of
finance 10000£ 28000£ 30000£ 10000£
Net Total 4000£ 15000£ 41000£ 40000£ 20000£
Types of marketing
Promotion 3000£ 3000£ 3000£ 3000£ 5000£
Advertisement or 5000£ 7000£ 5000£ 3000£ 5000£
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publicity
Direct selling 3000£ 2000£ 3000£ 2000£ 2000£
Grand Total 11000£ 12000£ 11000£ 8000£ 12000£
Marketing mix: These are the combinations of such attribute and aspects which used to
utilise by a company so that consumer purchase decision could be influence easily. This enable
and enforce business consumers to purchase their products and services properly which further
enable them to reach their targets and objectives in better suited manner (Salesky, 2017).
Coconut Bliss need to craft their marketing mix strategies properly which further enable them to
manage their working in better and definite manner. Product: Coconut Bliss is an ice cream manufacture in the UK whom deal in variety of
products and services which used to make their customers satisfied by providing and
delivering high standard quality products. Product need to be more appropriate and
effective in nature so that it further leads to made their customers satisfied which
facilitate them to generate more and more profit. Price: This aspect related and associated with value which used to deliver by a company.
It is really important for a business to manufacture such products and services which have
some value for their target number of customers (Shaw, 2016). If a product not deliver
high standard satisfaction equal to value, then it leads to create a feeling of dissatisfaction
among the customers. Coconut Bliss products target and associated with each and every
income level group individual so that better and supportive target could be assessing. Place: The third aspect is place from where products used to get deliver and reach to
ultimate number of customer. If a place of delivery is quite far from the place of
manufacturing, then it causes tend to become negative in nature. Hence, Coconut Bliss
placed their orders from their shops as well as at retail outlets as well. This enable and
support them to reach target market area and customers which further assist in generating
more profit.
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 Promotion: The last aspect is promotion where an aggressive promotional strategy
directly influences sales of a company. Promotional tools need to be more appropriate
and effective in tenure so that beneficial gain could be evaluated for better growth and
development (Spanjaard and Vonk, 2015). There are various kinds of promotional
strategies supposed to be used by Coconut Bliss while operating in business environment
like social media etc. As per the present world, social media define and play an important
role to use to place their orders. Hence, they provide a facility to all individuals where
they could be placing orders through online.
CONCLUSION
It has been concluded from whole assignment that marketing plays a vital role in overall
operation of business. Further, different marketing strategies has been adopted by company in
order to create aware among customers regarding all the new changes they make in their existing
products and innovative techniques used for improving quality standard of products and services.
Coconut bliss is considering as famous company producing organic ice-cream need to formulate
such tactics that allows them to strengthen their market position through SWOT analysis and
marketing plan. Apart from it 7ps of marketing allow company to know their market position as
compare to their rivalry and on the basis of which they establish corrective measures in order to
achieve their objectives.
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REFERENCES
Books and Journals
Online:
Allen. R., 2017. The 7P's of Marketing mix. [Online]. Available through:
<http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/attachment/the-7ps-marketing-mix/>.
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