Marketing Strategies for Growth: A McVities Report

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Marketing Essentials

Table of Contents
Introduction......................................................................................................................................3
Lo1 explain the role of marketing and how it interrelates with other functional units of an
organization.....................................................................................................................................4
P1.................................................................................................................................................4
P2.................................................................................................................................................6
M1................................................................................................................................................6
M2................................................................................................................................................8
Lo2 compare ways in which organization use elements of the marketing mix (7 P’s) to achieve
overall business objectives............................................................................................................10
P3...............................................................................................................................................10
Lo3 develop and evaluate a basic marketing plan.........................................................................15
P4...............................................................................................................................................15
Conclusion.....................................................................................................................................20
References......................................................................................................................................21

Introduction
Marketing centred their efforts on identifying, determining and satisfying the needs of the
customer to make the business profit. Marketing is not a single effort as it needs work from all
the activities of a business. Thus, all the business activities must be carried in such a way that
they can contribute towards the success of the business by creating huge profit with the help of
the satisfactory experience of consumers. The customer feels satisfied only when the consumer
gets a positive experience from the business whenever he or she interacts. Therefore not only the
marketing department but every part of business contributes directly or indirectly in giving
experience to customers.
This assignment is all about the marketing essentials which affects the success and growth of a
business. To achieve success, it is very essential for an organization to make proper use of
marketing approach so that growth can be lead in the organization. In this assignment, a
company named as Mcvities needs to make some essential marketing changes in the company.
Here the study will throw some light on the implication of marketing g principles in the
organization that can increase the interrelationship between the various departments of the
organization. Besides this, the marketing mix of Mcvities and KitKat are compared in the report.
And in the end of the report, one marketing plan has been formulated in order to support the
growth and success of an organization for the long term.

Lo1 explain the role of marketing and how it interrelates with other
functional units of an organization
P1
To understand the roles and accountability of marketing, functions of marketing must be
understood first. In simple words, marketing is a combination of marketing research, the
development process of the product, price, promotion, advertisement, customer service and also
sales known as marketing. McVities is a best-selling biscuits manufacturer company in the UK
(Campaign, 2019). This company is also selling jaffa cakes, chocolate digestives, Rich tea and
hobnobs. This company is serving a variety of biscuits and delicious cakes to their customer in
order to generate profit.
Figure 1- functions of marketing
Source- BM3, 2019.

The role of marketing functions for McVities
The first and foremost role of marketing in McVities is promoting its brand in the market. The
marketing department of McVities helps the company in promoting its brand image across the
world. On the other side, the marketing department who is especially employed for maintaining
the brand image by offering best products to customers and they are responsible to create a
promotional framework and proper system in order to maintain the promotional tools. To do so,
the company is using social media and television advertisement which is very effective in this
modern era (McVities, 2019). For instance, McVities is introducing their innovations and
welcoming their return on TV screens with the sweet campaign and ‘Jaffa Whaaat’ in March
2019 in this year. Marketing manager of McVities is also generating the best unique and
adequate content for search engine optimization that facilitates the customer to available online
for them. By doing so the company is able to manage their presence on the internet, the manager
is managing the website on the internet so that customers can easily find the company on internet
(Blythe and Martin, 2019). This company is also maintaining and monitoring social
communication with the support of marketing divisions. Thus, this medium is helping the
company in getting feedback from customers and serving the customers by improving their
feedbacks.
The responsibility of marketing functions in McVities
The responsibilities of marketing involve a combination of things. First and foremost is the
marketing strategy for the company which is generally made by the senior management with the
help of assistant marketing managers. As the junior and assistant managers are the ones who are
directly connected to the market and customer, which make them clearly describe the market
situations and customer preference. In order to formulate marketing strategies, McVities use
some methods like new distribution methods and market penetration (Blythe and Martin, 2019).
McVities is offering a high-quality product with moderate prices that meet the customer
expectations, their message is delicious and tasty healthy biscuits which is very effective to
target their market.

P2
Marketing functions can be explained or termed as the character of the business organization that
supports the company in identifying and examining the potential ways to market the product
successfully with the help of different promotional tactics. In business organizations, these
functions are very common which involves product plan, R&D, the process of growth,
promotion, finance, distribution, customer service, etc (McVities, 2019). these marketing roles
include various responsibilities of the company that are highly accountable for the growth of an
company, these marketing roles involves various marketing investigation, strategic management,
product growth, support systems of sales, systems distribution, human resource division and
finance group (Campaign, 2019). These different marketing roles have distinct characters in
promoting business prosperity in the market. The main characters and accountabilties of these
marketing roles involve market investigation, product growth, communication, planning,
dissemination, promotion, selling, etc. thus, these marketing roles play a very important
character in the business to achieve its goal.
M1
Marketing management refers to the process that includes arrangments and process of various
distinctt elements or ideas of marketing. These ideas of marketing involve promotion, pricing,
distribution and sales according to the target group of the organization (Kolk, 2016). So, here are
some major roles and responsibilities of marketing in relation to marketing environment is
explained below-
Market strategies-
The primary or initial character of marketing is to create appropriate marketing strategies and
plan accordingly for the business organization. For this, the marketing manager requires
identifying the necessity and wants of target consumers and according to those needs to render
products and services (Wedel and Kannan, 2016). The marketing strategies help the organization
in bringing the stability between the market good time and organizational objectives.
Marketing information system-
MIS that is marketing information system which provides essential information from market that
supports organizational, planning, product, execution and controlling of marketing strategies. For

instance, information related to transportation that will help in the distribution of product
effectively.
Observing the marketing environment-
Marketing department plays an important role as they also identify the opportunities from the
market environment in order to introduce new development, these opportunities provide a
positive response for the growth of new product and services for the business. These
opportunities or market environment involves intramural and extramural changes in the market,
market traits, political and legitimate changes, market trends, etc.
Marketing research-
Marketing investigation is the main and major character in marketing. This research involves
thorough study and increases knowledge about the prices, products, consumers, by analyzing the
market company can effectively communicate and distributes the best product and services in the
market (Wedel and Kannan, 2016).
Market segmentation-
In this modernized world, the global market has become very uneasy and inflammatory which
requires accurate segmentation to target the specific crowed by the marketing department of the
organization. Marketing manager supports the organization to determining the right market
through research and section it to promote the relevant product and services among the
customers.
Brand equity-
Consumers are attracted towards the products which renders added value to their product and
services (Kolk, 2016). Thus, marketing develops strong brand value and reputation through their
strategies among the consumer that directly influence the increased sales in the organization.

M2
Marketing is all about how the company present or deliver their sales message to the potential
buyers and this message is designed and developed by the marketing department to persuade
consumers to buy the product.
Marketing is somehow science of learning that helps in knowing what target customer wants and
then informing the business and its all department to deliver those products and services which
are needed by the customer in the appropriate time frame (Frankel and Mollenkopf, 2015). Thus,
marketing requires proper coordination among all the departments to meet the organizational and
customers goals.
Marketing and sales-
Marketing supports the sales department by creating awareness about the company and its
product to the target market. The marketing department also presents required material which is
needed by sales operations to encourage the selling point, which ultimately helps in increasing
the sales.
Marketing and finance-
The marketing division works with the financial division to set the prices of product according to
the bearing of the market and the margin which is introduced by the finance department.
Marketing and legal department-
Legal department and marketing department both works together to ensure that sales and
marketing messages delivered or stayed within the applicable laws and bounds of consumer
(Frankel and Mollenkopf, 2015).
Marketing and production-
Marketing works with the production devision so that demand and supply of products can be met
properly on time in order to meet the consumer’s requirement.
Marketing and distribution-

Marketing works with the distribution department so that they can ensure that products are
reaching to the point of purchase on time so that consumers can easily buy the product.
The marketing department is the first in line when it comes to cut the budgets as they use their
effective abilities to sell their products by cutting the budget (Frankel and Mollenkopf, 2015).

Lo2 compare ways in which organization use elements of the marketing mix
(7 P’s) to achieve overall business objectives.
P3
Marketing refers to the study and the management of exchange relationships. Marketing
involves a business process in which a company creates connection with the consumers in order
to satisfy them. Marketing is the leading component of business management as it majorly
focuses on customers (McDonald and Wilson, 2016).
The marketing mix is a combination of activities, strategies that are used by the business to
foster their products or brand in the market place. The classic marketing mix is 4p's that are
product, price, place and promotion (Brace, 2018). However, nowadays companies are also
usi8ng another marketing mix which involves people, physical evidence, positioning, packaging
and even affairs of state as an important element in a mix.
4 P’s of marketing
Price- price refers to the worth of the product that relys on the production cost, marketability to
pay, target section, supply and demand and other direct and indirect factors that affect the value
of the product. The company can use many types of pricing strategies as per the business plan
(Tidd and Bessant, 2018). Pricing of the product influence the picture of the product, enhance the
worth and create differentiation in the market.
Product- product refers to the object which is being sold in the market. The product should
provide a minimum level of performance or else other elements of marketing will doesn't work
well if they are at their best place.
Place- this means the sales point. The main distribution of the product is to select a place which
is very eye catchy for the consumers so that they can make an easy purchase from there. For
successful retail business one should use this location mantra.
Promotion- this includes all the possible activities that make the product and services known to
the customers. Promotion consists press reports, publicize, awards to the trade, incentives, word

of mouth and commission. The promotion also includes consumer schemes, contests, direct
marketing and prizes (McDonald and Wilson, 2016).
Extended 7P’s
People- every organization is dependent on the people who run the operation of a business that
includes sales personnel to managing director. So, having the right person in the organization is
very crucial to effectively offer the product and services to the consumers.
Processes- delivery of services really matter nowadays as ultimately the delivery is done to the
customer who is the ultimate payer for the product. Thus, process off delivery is an important
aspect.
Physical evidence- physical evidence indicates the material associated with the product. For
instance, in a hair salon, they provide a complete hairdo even if the person is only going for a
haircut only (Brace, I., 2018). The associated material can be logo, packaging or the sign on the
product on which a customer can rely.
Figure 2- 7P's of the marketing mix
Source- business, 2018.

Comparison of the marketing mix of McVities and KitKat-
Marketing mix tools McVities KitKat
Product McVities biscuits- hobnobs,
whole wheat fruit bakes,
Marie, butter cookies,
digestive, etc.
Cakes- Lyle's golden syrup
cake, lemon cake, min rolls,
Jamaica ginger cake, fruit
cake, etc.
Other snacks- cheddars,
krackawheats, breakfast,
digestive thins, cracker crisps,
etc (McVities, 2019).
Confectionery products in
many varieties:
Flavours- green tea, milk, dark
chocolate, orange, soy sauce,
sake, crème Brulee, etc.
Forms- monster size bar,
chunky kit kits, “choc n go”,
“pop choc”, ‘ N Tasty mini kit
kits, kit Kat rubies, etc
(Bakshi, 2014).
Price Mcvities are using best value
for the products. The product
is charging moderate prices
that comes under the budget of
households.
Nestle KitKat is maintaining a
good brand image in the
competitive market with
flexibility in their pricing
policy. Due to their pricing,
KitKat is able to sustain its
loyal customers. The stability
pricing policy is supporting
this brand.
Place Place involves the methods of
delivery that are used to make
the product available. The
company use internet
catalogue to display their
variety of biscuits, cakes and
snacks and all the items are
Nestle KitKat is available in
around 21 countries that’s why
this brand is leading in the
global market. The maximum
numbers of outlets are
available at retail and
wholesalers channels (Bakshi,