McVitie's Marketing Strategies: A Comprehensive Analysis

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UNIT 2 MARKETING ESSENTIALS

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................4
P1 Explain the key roles and responsibilities of marketing functions.........................................4
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................6
M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................8
M2 Analyze the significance of interrelationship between marketing and other functional units
of an organization........................................................................................................................8
D1 Critically analyzes and evaluates the key elements of the marketing function and how they
interrelate with other functional units of an organization............................................................9
Task 2:.............................................................................................................................................9
LO2: Compare the ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives.................................................................................................9
P3: Comparing the ways in which different organization apply the marketing mix to marketing
planning to achieve a business objective.........................................................................................9
M3: Evaluating different tactics applied by the McVitie’s to achieve the business objective.. 12
Task 3:...........................................................................................................................................14
LO3: Developing and evaluating a basic Marketing Plan.........................................................14
P3: Producing and evaluating the basic marketing plan for McVitie’s.....................................14

M4: Produce a detailed, coherent evidence-based marketing plan for McVitie’s.....................16
Conclusion.....................................................................................................................................19
references.......................................................................................................................................20

Introduction
The report is made to evaluate the market and its strategy's which major part of any organization
is. It helps to sell and provide better service at the same time. The marketing strategy can be
understood effectively by creating some better advertisement which will help to sell products in a
better way. It helps to sell increase sell of the product. Such also helps to create some other
marketing strategies for the McVitie’s. Such brand makes a lot of edible and drinks (energy
drinks). It also helps to build some more strategies to fulfill the customers need through
providing the product on time to the customer. The McVitie’s was established in the 18th century
and now it’s a great part for the revenue generation of the UK but now it covers the almost entire
world.

Activity 1
LO1
P1 Explain the key roles and responsibilities of marketing functions.
As per the words of the (Akkermans & Van Oorschot, 2018) the marketing team of the
McVitie’s prepares a lot of strategies which depends over the need of the customer’s need by
targeting the different type of the market to sell the maximum product at the same time. The
marketing team of the McVitie’s works over the 7 different strategies to sell the product on a
large scale. There are some other creative and marketing ways to improve the sell and revenue of
the organization. Seven different types of marketing functions are defined in below section:
1. Working over the correct distributive channel: to enchase the sell of the McVitie’s
brand’s biscuits, the owner of McVitie’s has to prepare a good channel for
distribution channel to not only in the UK for all over the world. They can segregate
the distribution channel in many segments to provide the product (biscuits) to the
customers on time. The McVitie’s prepares a lot of types of biscuits to sell them in
the stores or directly to the customers.
2. Financing: to increase the business capital or revenue they need more financial
support. Also, for the advertisement, it also helps with that. McVitie’s is a huge
company in production worldwide. Therefore it needs better financial support from
the company's end. Also, it helps to sell the product more effectively to the
customers.
3. Market research: before launching any product the market must be evaluated by the
market researcher and analyst. Market research is made over the currently available
product's customer. The McVitie’s collects the data from the market to analyze the
customer data.
4. Price setting: the product's price setting is really very hard work on the basis of the
market analysis. It is done by the market analyzer. The product's price also depends
on the available market competitors. Also, it depends on the distribution channel of

the entire and the quality of the product also affects the price of the entire product or
the service.
5. Service and product management: after calculating the entire factor the services are
also managed by the service manager of the McVitie’s. Also, it covers customer
satisfaction by providing the service and better quality product. The marketing team
of McVities works to maintain the quality of the product and service. Also, it helps to
increase the product reputation and to enhance the sells of product at world-wide.
6. Promotion channel: nowadays it’s hard to sell any product without making the
promotion of that. Therefore the McVitie’s uses a different type of promotion
platforms to sell the product at the maximum number of the product it can be done as
digital media, mouth to mouth publicity, with the help of print media and by some
other ways.

Figure 1Figure 1 Marketing functions of McVitie’s
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context.
As per the words of the (Gutierrez-Gutierrez, et. al., 2018) to achieve the maximum growth for
the entire organization the reputation of the company must be good enough to sell the product at
maximum num. It helps to enhance the maximum revenue of the entire company. There is some
different type of strategies’ and plans are made by the marketing manager of the McVitie’s for
highest sells and service provider to the customer. There are some factors which affect the
organization’s strategies and plans such as distribution channels, data collection and the
relationship establishment between the company and customer and etc. The better marketing
skills help to manage the sale of the product such as it can increase and decrease the sail of the
product. The marketing role in the context of any organization is depicted in the below section:

Finance: finance is also part of the management system. It helps to grab the maximum loans and
financial support from the outer or from the inner side of the organization. It helps to increase the
market base of the McVitie’s. The McVitie’s has its own market part or base which helps to
increase the sale of the product of the McVitie’s, most of the time it takes a different type of
biscuits with different flavor (Blythe & Martin, 2019).
Accounting: accounting is also part of the management where the funding, invested amount,
profit, loss, a sale of the product of McVitie’s, and etc. are the part of the accounting. Any
business needs a lot of investment to grow in large scale, it also, helps to count the product or
service to sail the product.
Production: the production of the product depends on the demand of the market. It is calculated
on the basis of surveys and some other ways to calculate the upcoming production of the
McVitie’s. The production of any organization must be managed by the manager of the
production department because it depends on the customer's market demand. If the production
gets exceeds the demand of the market or customers. It will cause of loss for the organization
(McVitie’s).
Research and development: the market research must be made by the researcher and analyst of
the organization because the entire production and sale of the organization depend on the
demand of the customer. Also, it helps to prepare some perfect surveys to evaluate the market
and build some perfect strategy and plans to sail the product.
Customer service: better customer service support helps to engage the maximum customer
towards the company's product. The satisfied customer helps to make some better advertisement.
The customer should be satisfied with the provided service or product because it helps to
enhance the sale of the product and service.
Legal considerations: to be a perfect organization the McVitie’s has to consider over the legal
points regarding the organization. The legal points help to build a perfect organization and a
better environment in the context of the organization.

M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment
Some better and very effective marketing strategy and plans are needed to deal with such a
modern environment and world. Also, it helps to compete for the different type of competitors
and increase the sail of the organization. There are several external and internal factors which
affect the entire market or the sale of the organization. There are several marketing strategies to
focus on their goal and achieve the objective of the organization. Some of role and responsibility
are mentioned below section:
Internal factors: the internal factors are segregated in several parts such as employees,
stakeholders, customers, distributors, retailers and etc. The marketing team work as a team or
chain which helps them to work together and live with all interlinked which helps to get the
maximum productivity and profit for the organization. Some other marketing capability helps to
build some better strategy and provide some better productivity through the organization. The
McVitie’s reduces some of the marketing steps to provide the product to the customer in lesser
time without any dilation. Therefore the outcome comes that the internal factors help to improve
the environment of the marketing team (Kim & Viswanathan, 2018).
External factors: there are a lot of external factors such as political, economic, social,
technological impacts, strategies to build a new market environment and etc. The marketing team
helps to deal with such occurred issues during the market establishment and helps to determine
the growth of the organization.
M2 Analyze the significance of interrelationship between marketing and other functional
units of an organization.
the marketing and some other functions are mentioned as below:
Research: before entering the new market there must be the market analysis done by the
marketing team to introduce the product. Also, it helps to assume the total revenue of the entire
company.

Panning: there are some planning is needed to achieve the maximum revenue for the entire
company. Also, it helps to prepare some better planning to build some better plans by the
marketing team.
Tactics: there is some technical support also needed to achieve maximum productivity for the
company. The prepared tactics must be correct to attract the customer towards the product.
D1 Critically analyzes and evaluates the key elements of the marketing function and how
they interrelate with other functional units of an organization.
There are a lot of points are covered by the by any organization also, there are several functions
are performed by the organization:
 Buying
 Selling
 Transporting
 Storing
 Grading
Task 2:
LO2: Compare the ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives.
P3: Comparing the ways in which different organization apply the marketing mix to
marketing planning to achieve a business objective.
The 7Ps of marketing are the key skills which are needed to be implemented in the
marketing plan to gain the desired success-
The 7Ps are:
Product- Product which is biscuit is the final outcome of the hard work which is put by the
team it also indicates the thing which the McVitie’sis selling to its customers, the product

also includes all the liberty, benefits and advantages which the customers are enjoying by
buying the goods and services of the company. While marketing one thing that is to be kept
in mind is the needs and benefits of the customers along with the benefits of the McVitie’s.
Price – The price is the part of the strategy which McVitie’sis offering to its customers, this
pricing strategy of biscuits and other products are to be made according to the budget of the
customers. While creating the marketing strategy the most important thing is to keep in mind
how much the customers are ready to pay for the product and need to decide the price of the
products accordingly. Sometimes to attract more and more customers special deals and
discounts are also needed to be put on the products. Sometimes discounts such as giving a
small packet of biscuit free with a big packet of biscuit also attract customers. Generally, the
prices are also set according to the swings in the market and the surrounding climate.
Promotion – Promotions are the most important part of the marketing strategy because the
people should be aware of the qualities of the biscuits which the McVitie’s is selling. The
promotion also plays a major role in increment or decrement of sale of the biscuits. The
promotions are done with the help of several media such as television, internet and with the
help of several promotional activities in person. To attract a good amount of customers the
promotion plays an important part (Tumbas et. al., 2018).
Place – It is also one of the important factors according to which the marketing strategy of
the McVitie’s is decided. As McVitie’s is a global brand so it needs to sell the biscuits
worldwide but one combined marketing strategy does not work worldwide so to attract the
customers of a particular place the marketing strategy is also needed to made according to
that place only. McVitie’s can be set apart from the competitors by just getting that local
touch in the services and products because when the locals feel like that the services and
products are just made for them then the customer- company bond will get stronger and
McVitie’s will grow at that place in full swing.
People- This is one of the most important factors because these are the ones who have made
McVitie’s what it is today. It refers to the people who are working for the McVitie’s and
helping it to achieve greater heights. When a marketing plan is made than the inputs from
these people is also necessary because as they are working with McVitie’s since so long so
they know about the services and products of the McVitie’s much better and can give some

valuable feedback about the services and products which can be helpful while creating the
marketing strategy. People also refer to the customers which are associated with McVitie’s
since a long time so the organization can take some valuable feedback from these customers
as well because when the customers will be happy they will spread the words about the
quality of products which is one of the best promotion any company can have.
Process- It refers to the process involved in delivering the biscuits to the customers; it also
indicates the process which is involved in between the manufacturing of the biscuits at the
factory to the final product in form of biscuits to the customers. When the quality of services
is good then the customers are happier and satisfied by the overall process of McVitie’s and
when the customers are happy McVitie’s will earn more profits. The process of delivering
the biscuits needed to be checked timely in the duration of a certain amount of time so that
standards which are set by the management can be cross-checked up in regular intervals. By
increasing the efficiency of the process the time and money can be saved and quality can be
improved.
Physical Evidence –This is about believing the things what you see physically so it is also
important what customers are getting so the final products are also needed to be tested before
giving in hand to the customers. The biscuits sometimes are damaged because of several
factors such as a change in the climate and packaging of the biscuits so it needed to be tested
before providing in front of customers.