Marketing Analysis: Nestle and Unilever Strategies in Unit 2 Marketing

This report provides a comprehensive analysis of Nestle's and Unilever's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the broader organizational context. It explores the application of the marketing mix (product, price, place, and promotion) in both companies, comparing their approaches to marketing planning and business objective achievement. The report examines the significance of interrelationships between marketing and other functional units, such as operations, finance, and human resources. It evaluates key elements of the marketing function and their interrelation with other functional units of business. The report also delves into the marketing environment, developing strategies, and analyzing the marketing information system. The study highlights how both companies adapt to the marketing environment and conduct market research to identify consumer needs and wants.

Unit 2: Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
a) How key roles and responsibilities of the marketing function relate to the wider
organisational context.................................................................................................................1
b) How key roles and responsibilities of the marketing relate to the wider organisational
context.........................................................................................................................................2
c) Roles and responsibilities of marketing in context of the marketing environment................2
d) Significance of interrelationship between marketing and other functional units of an
enterprise.....................................................................................................................................3
e) Analysis and evaluate key elements of marketing function and how they are interrelated
with other functional units of business........................................................................................4
PART B............................................................................................................................................5
1) Compare ways in which different organisations apply marketing mix to marketing planning
process.........................................................................................................................................5
2) Different tactics apply in the organisations that demonstrate business objectives
achievement.................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is vital importance in any business which consist key process of researching,
promoting and selling of products and services in target market. In this regard, it is important to
implement marketing that promote brand and offering to make more sales (Rowley, 2016).
Present study based on Nestle which is Swiss transnational food and drink company which has
headquartered in Vevey, Vaud Switzerland. It is one of the largest food company that compete
with several businesses in different areas of the world.
For gaining insight information of the present study, it covers roles and responsibilities of
marketing function that is relates with wider organisational context. Furthermore, it assists to
assess significance interrelationship between marketing and other functional units of a business.
Moreover, it includes comparison of Nestle and unilever with apply marketing mix to
accomplish business objectives.
PART A
a) How key roles and responsibilities of the marketing function relate to the wider organisational
context
Marketing is related with exchange of goods and services. It is medium where Nestle
brought goods and services at a particular place of consumption. It helps to satisfy needs of
customers so that following are certain marketing functions relate in wider organisational
context: Gathering and analysing market information: Gathering and analysing market
information is an important function. In this consideration, marketing function has role
efforts are made to understand that consumers of Nestle wants qualitative products and
services at very low price (Hudson and Hudson, 2017). Furthermore, they want to
purchase from the nearest place with using effective advertisement. Marketing planning: Marketing planning is also useful which helps to accomplish
objectives that are related with marketing. Nestle wants to increase their profits and
revenue so that selling of the company is also needed to enhance through promotion
efforts (Unemyr and Wass, 2018). Product design and development: Product design play important role in product selling
so that it assists to create better and attractive designed that helps to increase productive
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design of the products. It also makes it attractive. Hence, in this way, it can be stated that
possession of special design affords in the company to gain competitive advantages. In
Nestle, it is important develop results continuously (Hudson and Hudson, 2017).
 Standardisation and grading: Standardisation and grading helps to determine standard
on the basis of size, quality, design, etc. that are used for particular product. As marketing
function has role to set appropriate standard to give category or grade.
b) How key roles and responsibilities of the marketing relate to the wider organisational context
Within the Nestle, there are several roles and responsibilities that are relates with wider
organisational context. Following are certain roles and responsibilities of marketing towards the
chosen business goals: Packaging and labelling: Packaging aim to avoid damage, breakage, destruction, etc.
Therefore, goods in transit and storage to accomplish objectives of the business. With this
regard, Nestle need to focus on packaging facilitates handling, lifting and conveying of
goods and services. Packaging material includes bottles, canister, plastic bags, etc. Branding: Nestle wants to set effective brand on their products and services with have
special identity in the market. In this consideration, it can be stated that Products must be
distinct from it competitors (Tan and Sousa, 2015). Customer support service: Customer is the kind of market so that it is one of the
important role and responsibility to deal with chief function of marketer that offer and
help to customer. There are several considerations that helps to primarily include
technical services, maintenance services, credit facility, etc.
 Promotion of the product: Promotion is one of the important consideration in front of
Nestle which would be beneficial to attain overall goals and objectives in business. In this
regard, main role and responsibility of the enterprise is to advertise products, increase
personal selling, sales promotion, etc.
c) Roles and responsibilities of marketing in context of the marketing environment
Marketing of every business is responsible for conduct research and consider plan with
respect to customers. In this consideration, competition and external environment takes several
opportunities with account of internal strength and weaknesses. In Nestle, marketing has been
taken variety of forms that is developed over the years. As a result, it includes brand and product
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managers, researchers, sales representatives, advertisement and promotion. Hence, following are
certain roles and responsibilities implemented in marketing environment: Developing marketing strategies and plans: Marketing manager of Nestle has play role
and responsibility to identify their consumer needs and wants. Therefore, they are
delivered them through adding value in products and communicate value as well.
Strategic planning is a managerial process that create balance between objectives, skills,
resources, etc. Marketing information system: Marketing managers also need MIS that helps to analysis
product and market with implementation of different activities in Nestle. It assists to
provide information that distributed timely manner (Chand, 2018). Monitoring marketing environment: Managers of Nestle have role and responsibility to
focus on changing global scenario, marketers that assists to monitor major environmental
forces. It includes demographic, economic, socio-cultural, natural, technological, etc.
forces.
 Marketing research: Managers of the selected business play role and responsibility to
identify trends and convert for specific knowledge. Specific knowledge related with
product, company's market, target customer group that is response to communication
efforts. Hence, modern marketing managers higher professional to conduct research.
d) Significance of interrelationship between marketing and other functional units of an enterprise
Marketing encompasses with entire business operations which helps to develop effective
marketing activities that are required close links with several other functional units. In Nestle,
there are several other departments in which marketing place as important relationship. They are
as follows: Marketing with operation management: Marketing department overlook to work very
closely with production department of Nestle. This is because, adequate research and
development program planned to satisfy current and future customer needs. Item are also
manufactured to quality that is design and laid down by consumer. Volume of order is
generated to meet with time schedule for delivery. Marketing with finance department: Marketing department of Nestle need to closely
work with finance department to closely work. Therefore, it contains adequate budget to
meet with research, promotion and distribution. It also ensures that marketing department
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work to allocate budget as per research and development program (Marketing and its
relationship with other business activities, 2018).
 Marketing with human resource management: Moreover, marketing department need to
do work closely with HRM that ensure appropriate skills and staffing level place for
research and develop new product ideas, meet with production targets, create an
ambitious and competent sales team.
e) Analysis and evaluate key elements of marketing function and how they are interrelated with
other functional units of business
In order to consider key elements of marketing functions, it includes concept of product,
price, place and promotion. They are as follows: Product: It is one of the basic and important element of marketing function. In this
regard, product is being marketed in specific target market so that it consist certain type
of person living at a place for specific purchasing tendencies. Success of any product of
Nestle often determines to measure change of desirability from specific segment of
society. Price: Furthermore, price is second element of marketing function which consider value
for their purchase if brand is sustained for profit of products and services rendered by
Nestle. Demand is also driven for company's need for increased production, facilities and
distribution beyond financial capacity. Place: Placement of a product is imperative so that Nestle deals in different areas where
products and services promoted with essential features. In this way, customers are buying
particular products to deliver best from online and offline source (Chegwe and Anaehobi,
2015).
 Promotion: When brand determines selling, it is essential to focus on promotion method
that helps to lead with target market. With the help of the latest technology, the chosen
business can easily promote products and services in different areas of the world. For
instance, using word of mouth, social media, print advertisement, television, etc.
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PART B
1) Compare ways in which different organisations apply marketing mix to marketing planning
process
With respect to consider effective marketing planning, following are certain ways in
which marketing mix can be applied in Nestle and Unilever:
Basis Nestle Starbucks
Product Nestle is the one of the largest
food company which has more
than 8000 brands that
considered range of products
across the market. Primarily it
focuses on the different types
of food such as dairy products,
chocolates, beverages, etc.
Dairy products are those which
made from milk that have been
brought every day. Different
types of chocolates also
included such as Kitkat,
Munch, etc.
As compare to this, Unilever
expand their consumer goods
in the business through the
years. Therefore, it resulting
broadening product mix
currently which composed
over 400 brands. There are
several and wide variety of
products under different
categories such as foods,
refreshment, home care and
personal care (Scheidler,
Schons and Spanjol, 2016).
Price Price of the products in Nestle
is generally based on quality of
products. Therefore, in market
competitors products are sold
at less price as compared to
Nestle. The chosen company is
producing qualitative goods so
that price has been set
accordingly (Unemyr and
Wass, 2018). It has similar
On the other hand, Unilever
maintains their wide variety of
price point that considering
level of diversification of its
products. Prices are
corresponding that determined
effective results in business.
Mainly, this enterprise focuses
on market oriented pricing,
premium pricing and product
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quality of Cadbury's products.
Hence, pricing strategy in
marketing mix of the
enterprise is depended on
competitors, products quality
and geography that being
served.
bundle pricing.
Place Most of the sales and revenue
for Nestle has been distributed
in European countries. The
chosen company provide their
products and services in
different areas of the world
with more discount. They deal
with retailers and strongly play
important role in market. As a
result, challenges are comes in
distribution of products
through online and offline
sales.
However, Unilever considered
global operations and
functions that reflect to
extensive reach in the business
(Rowley, 2016). Venues or
places in the company transact
with customers to target
consumers that are identified
for different places such as
retailers, kiosk, stores, etc.
Promotion Nestle is also come up with
unique marketing ideas.
Therefore, they focus on brand
of particular products. Overall
marketing mix promotion
strategy focuses on extensive
advertisement for marketing of
individual brands and products
(Hudson and Hudson, 2017).
Hence, the chosen company is
Beside this, Unilever needs to
promote their products and
services with consideration of
high level of competitive
rivalry in global consumer
goods. In this section,
marketing mix outline
strategies and tactics of
company's approach promote
products for target market.
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using different methods that
helps to promote products and
services in different areas of
the world. Hence, the company
is using TV, hoardings, print,
online advertisement, etc.
Hence, this enterprise using
different promotional tactics
such as advertisement, sales
promotion, public relations,
personal selling, etc. (Chegwe
and Anaehobi, 2015).
Process Process can be defined as the
system that is used to deliver
services by Nestle for their
products and services.
Efficient services can be
successfully offer and replace
old credit cards that foster
consumer loyalty and
confidence in the company.
Unilever consider system in
which they focus on
organising delivery of services
to process and allow obtaining
efficient services for delivery.
Physical evidence Physical evidence is the
element of service mix that
allows consumers again make
adjustment in the
organisational (Tan and Sousa,
2015). With this regard,
consumers fulfil expectations
with clean, friendly
environment by Nestle. In
addition to this, it considered
perception based on their sight
for service provision that
impact on organisation
perpetual plan.
Physical evidence are being
served with element of service
mix that allow consumers of
Unilever to fulfil expectations
as clean and friendly
environment.
People People are essential ingredient In Unilever, there are several
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within the service provision.
Therefore, use of appropriate
staff and people in Nestle
deliver right services that is
essential to obtain competitive
advantages. Therefore, staff
members have appropriate
interpersonal skills, aptitude
and service knowledge to
provide services among
consumers (Mogos, 2015).
people involved who take part
to maintain certain standards
for delivering of services. As a
result, customer loyalty can be
maintained with confidence of
the company.
2) Different tactics apply in the organisations that demonstrate business objectives achievement
With respect to accomplish business objectives, it can be stated that following tactics can
be successfully apply in Nestle: Mission of the company: Nestle has mission to deliver qualitative products on less price.
Therefore, they can attract several numbers of customers with using different promotional
tools and techniques (West, Ford and Ibrahim, 2015). Vision of the company: Furthermore, the selected business has vision to expand their
business in new areas with new product line. Therefore, it helps to gain more profitability
and effectiveness in the business easily.
 Marketing Mix: Marketing mix of the chosen business can be define in following
manner:
Product Price
 Products are tangible goods of Nestle
company which manufactured on large
scale with specific volume of units.
 In order to retain competitiveness, it
can be stated that the chosen business
deals in different types of products such
 Competitive pricing strategy has been
used in Nestle that helps to compete
different businesses in the world
(Chatterjee and Chatterjee, 2019).
 In this regard, high price from
competitors has been charged by the
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as beverages, ready to cook food, etc. firm.
Place Promotion
 From online and offline, Nestle provide
their products in different areas.
 Therefore, they focus on providing
discount on several stronger products
(Pike, 2016).
 Nestle using different promotional tools
that helps to increase productivity and
profitability in appropriate manner.
 Swot analysis:
Strength Weaknesses
 Nestle is highly diversified company
operating in many market in different
sectors of those market.
 Variety of brands gives strong ability
that serves in different segments.
 Sales of the company is depends on few
recognised brands.
 Grocery sales in come markets
increasingly concentrate on few
retailers.
Opportunities Threats
 Growth of online retail can be open in
new distribution channel such as
Amazon prime with traditional retailers
(Murphy, Laczniak and Harris, 2016).
 Growing middle classes in nation also
create larger and broader market for
Nestle products.
 There is large pressure from retailers
such as Walmart to cut prices.
 They have experienced disruption of
the traditional grocery industry in
countries.
 PESTLE analysis:
PESTLE factor Impact
Political factor Nestle serve in several nations so that rules and
regulations set by government is different.
Therefore, dynamic political system consider
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