Marketing Essentials: McVitie's Marketing Strategies

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MARKETING ESSENTIALS
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Table of Contents
INTRODUCTION........................................................................................................................3
LO1........................................................................................................................................... 4
P1 EXPLAINING THE MAIN RESPONSIBILITIES AND ROLES OF FUNCTIONS OF MARKETING.4
P2 EXPLAINING HOW THE RESPONSIBILITIES AND ROLES OF MARKETING ARE RELATED TO
THE WIDER CONTEXT OF THE ORGANIZATION (MCVITIE'S).................................................6
M1 ANALYSING MARKETING RESPONSIBILITIES AND ROLES IN THE CONTEXT TO
ENVIRONMENT OF MARKETING...........................................................................................8
M2 EXPLAINING THE SIGNIFICANCE OF INTERRELATIONSHIP OF THE VARIOUS FUNCTIONS
WITH MARKETING FUNCTION............................................................................................10
LO2......................................................................................................................................... 12
P3 COMPARISION OF THE VARIOUS WAYS IN WHICH MARKETING MIX TACTICS CAN BE
USED BY VARIOUS ORGANIZATIONS..................................................................................12
M3 EVALUATING VARIOUS TECHNIQUES THAT CAN BE USED BY THE ORGANIZATION
MCVITIE’S TO ACHIEVE ALL THE ORGANIZATIONAL TARGETS............................................15
LO3......................................................................................................................................... 17
P4 AND M4 PRODUCE AND EVALUATE A BASIC MARKETING PLAN FOR THE
ORGANISATION.................................................................................................................. 17
CONCLUSION.......................................................................................................................... 23
REFERENCES........................................................................................................................... 24
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INTRODUCTION
The concept of marketing is a very useful tool to bring effectiveness in business operations.
In the modern times, marketing has become very essential for growth and success of the
business, not only this but marketing also has many other benefits that help in creating the
value of the company's product and services. In this report, the chosen company is
McVitie’s, whose marketing strategies will be analysed and developed with the help of
understanding marketing responsibilities and roles. The importance of other fu8nctions
relation with the function of marketing will also be useful. The report will also make use of
the marketing mix strategies and compare how various organizations make use of those
strategies. The last section of this report will include evaluation and formation of the
marketing plan that will help the company McVitie’s to achieve the objects that are decided
before. The McVitie’s is the company that deals in the confectionery industry; this company
is the large food brand which is under the United Biscuits. Robert McVitie’s has taken
initiative to start this company and the company's headquarters are situated in the UK.
FIGURE 1: MCVITIE'S COMPANY’S LOGO
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LO1
P1 EXPLAINING THE MAIN RESPONSIBILITIES AND ROLES OF FUNCTIONS
OF MARKETING
There are various roles of marketing function that helps an organization McVitie’s to
improve their functioning and also helps in achieving the desired objectives of the company.
For creating a strong brand image, marketing function need to plan strategies in an effective
manner (Sanclemente-Téllez, 2017). The promotion and advertising of the products will
need to plan a survey that enables the marketing function to have deep knowledge and
understanding. Apart from these major roles, there are other roles in marketing that are
discussed here.
Responsibilities as well as roles of marketing function:
 Checking and maintaining raw materials availability
 Ensuring the standards and workplace hygiene must be maintained according to
policies framed in McVitie's (Sanclemente-Téllez, 2017)
 The marketing function also play the role of analysing sales volumes in relation with
employees and which employee is performing better and leading to desired results
in sales
 The employees involved in marketing function must also pay attention to the
formulation of strategies to take competitive advantage
 The strong and attractive promotional strategies must be planned by the marketing
function head to attract more customers(Sanclemente-Téllez, 2017)
 The function of marketing at McVitie’s also make use of various different channels
of promotion & marketing that will help in reaching to many places at a time
 The functional head of marketing also need to ensure that working culture and
atmosphere must be positive and maintained that will help in maintaining many
other activities in the marketing department
 The in-house marketing department and the employee's relation with each other
should also be maintained that will support in improving the performance of the
function of marketing (Sanclemente-Téllez, 2017)
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Therefore this is to be mentioned that all the responsibilities and roles that are discussed
under the function of marketing are very essential for the success and growth of the
company. The marketing strategies planned in the function of marketing play a significant
role in taking competitive advantage by building a stronger brand image. At McVitie's
marketing function wi8l help in improving the overall effectiveness and this function will
increase the number of customers as well the profitability ratio of the company
(Sanclemente-Téllez, 2017). The above discussion will also ensure good quality service to
customers that will increase customer’s satisfaction and lead to organizational growth.
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P2 EXPLAINING HOW THE RESPONSIBILITIES AND ROLES OF MARKETING
ARE RELATED TO THE WIDER CONTEXT OF THE ORGANIZATION
(MCVITIE'S).
In the wider context of marketing, the functions of marketing are related to the other
aspects of McVitie's and they help in fulfilling other tasks and activities effectively that lead
to the achievement of goals of organizations. Here in this section, the correlation of other
functional departments of McVitie’s with the function of marketing is defined in detail
The finance department correlation with the function of marketing
The department of finance is an essential part in every field, this department of finance
could be said as the major department that helps in maintaining all other activities and tasks
at McVitie’s (Cacciolatti and Lee, 2016). The marketing department shares a deep
correlation through the department of finance, as when the marketing person needs to
conduct or perform any activities related to promotion or advertisement they will require
funds for that v. The other major correlation could be, in the activities like increasing sales
through providing festival offers, by conducting various promotional campaigns etc. in all
those activities the head of marketing has to confirm with the finance function. If the
finance function denies providing funds then none of the activities could be done
(Cacciolatti and Lee, 2016). Thus the discussion clearly highlights the correlation of both
marketings as well as a finance function.
Example: various funds will be required in activities such as advertising through social
media, promotion of products through various other channels and also hiring famous
personality to conduct advertisement etc.
Production department correlation with the marketing department of McVitie's
The production function of organization McVitie's also shares a correlation with the
department of marketing as when the marketing function needs to plan strategies for
marketing of the product, they need to check standards and quality have met or not
(Cacciolatti and Lee, 2016). The management 0of quality is the responsibility of the
production department and thus with sharing correlation and connection between the two
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departments organization McVitie’s would not be able to perform better (Cacciolatti and
Lee, 2016).
Example: in the festival season, the marketing department of McVitie's wants to upturn
their sales and the head of marketing decided to provide an offers to consumers, i.e. buy a
pack of 4 and get 1 free. In this promotional strategy, the marketing person needs to check
with the production department whether they have the capacity to produce an extra
amount of products in a shorter span of time (Blythe, and Martin, 2019). Thus this is how
both departments are interrelated.
Apart from the above-discussed departments, other departments are also correlated to
each other in much sense.
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M1 ANALYSING MARKETING RESPONSIBILITIES AND ROLES IN THE
CONTEXT TO ENVIRONMENT OF MARKETING
The marketing environment of the company McVitie’s include various functions such as
sales, advertising, pricing etc. and all these functions collectively make the marketing
environment. There is a major function which needs to consider in the marketing
environment of the company for better performance (Fahy and Jobber, 2015).
Planning marketing tactics
The environment of marketing needs to be perfect for the better implementation of other
tactics of marketing formed by the marketing head for promotion as well as advertisement
of their products & services (Grant, 2016).
Analysing environment of marketing
For the growth and further development of marketing, it is very important that marketing
environment must be analysed thoroughly. Different factors such as social, political etc.
these will collectively make the environment and will impact the functioning of the
marketing department (Grant, 2016). The company McVitie’s needs to plan strategies and
find out by analysing which factors can impact in a negative manner. Analysing marketing
environment will lead to the formulation of effective strategies that will help in giving
competition to its competitors in the market (Grant, 2016).
Conducting research on marketing
It is very essential for the company to conduct proper research for marketing as it will help
in collecting various information and data of the market. The research will also focus on
analysing the strategies of their competitors and thus through this further effective step
could be taken in the marketing of products and services.
Market segmentation
To fulfil all the consumers’ requirements & needs according to the market demand, it is very
important for the company to analyse the target market and the audience. The
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segmentation is an important part of the marketing because this helps to know what kind of
customers has to be served.
Brand image & equity
For the company such as McVitie’s, the marketing strategies must be planned in a way that
explains the strong brand image for customers (Fahy and Jobber, 2015). In the functioning
of activities in marketing environment if the good brand image is shown that it will lead to
attracting more and more customers and thus due to this profitability of the organization
could be increased (Dietrich et al., 2017).
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M2 EXPLAINING THE SIGNIFICANCE OF INTERRELATIONSHIP OF THE
VARIOUS FUNCTIONS WITH MARKETING FUNCTION
The importance of various functional relations with marketing function is explained here,
along with the significance of the different function’s roles in the organization.
Marketing, HR, finance functions roles in the organization.
Role of the function of marketing:
The marketing function is crucial for the organizational growth as the marketing function
helps in many activities such as promotion, advertisement, the launch of the product,
maintaining customer base, attracting customers through various tactics etc. in
organizational operations. Marketing function thus can be said as an essential factor in the
success of the organization (De Mooij, 2018).
Role of the function of finance:
This is another function which is as important as other functions in McVitie’s many of the
objectives of the organization are achieved with the help of finance function. This can be
said that finance provides assistance and support in almost all the operations that run in the
day to day functioning.
Correlation of the marketing function with finance, operations, HR functions.
In the modern business scenario, all the functions are interrelated with each other, now
businesses do not follow the traditional method. Thus marketing function of McVitie’s also
shares a correlation with each other function (Dietrich et al., 2017). The finance function
helps marketing to assist in all financial activities, especially when the marketing
department wants to launch any nep-promotional activity they need to check for the
availability of finance. Same happens with HR department; when they hire employees they
need to contact the marketing department to ensure that a person must have the required
skills and abilities (Dietrich et al., 2017)
.
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Thus in this way, it can be said that marketing shares an interrelationship long other
functional areas.
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LO2
P3 COMPARISION OF THE VARIOUS WAYS IN WHICH MARKETING MIX
TACTICS CAN BE USED BY VARIOUS ORGANIZATIONS
In this section, various marketing mix strategies of the company McVitie's and its competitor
Kit Kat will be discussed for the clear and deep understanding of marketing strategies that
help in achieving objectives (JAIN, 2017).
Marketing mix strategies of McVitie’s and KitKat
PRODUCT
The competitor brand KitKat provides a wide variety of products to its customers, the
product is famous because of the strong brand image and its deliciousness. The products
offered by this company are usually preferred by many customers (JAIN, 2017).
Whereas the company McVitie's provide a wide range of biscuits in various flavours and
tastes. The company product also has a very strong brand image because of the quality and
standard of the product. These are usually taken as a healthy product and thus that is why
the product is unique from other brands.
PRICE
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