ICON College Marketing Essentials: Tesco and Nestle Analysis Report

This report delves into the core concepts of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, specifically using Tesco plc as a case study. It explores how marketing integrates with other departments and contributes to overall business objectives. The report then compares the marketing strategies and marketing mix applications of Tesco and Nestle, analyzing how these companies utilize the marketing mix (product, price, place, promotion, people, and physical evidence) in their marketing planning processes to achieve their respective business goals. The analysis covers key aspects such as brand management, market research, and strategic planning, providing insights into how these elements contribute to competitive advantage and customer satisfaction. The report also offers a basic marketing plan for Nestle plc.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function...................................3
P2. Roles and Responsibilities of marketing related to the organisational context.....................5
TASK 3............................................................................................................................................7
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
TASK 3..........................................................................................................................................10
P4. Basic marketing plan for NESTLE plc................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is understood as a method in which the organization focuses on the promotion of
its goods and services by its users. The key goal of marketing is to raise income in both regional
and foreign markets by drawing vast amounts of consumers (Purvis, 2016). Tesco plc is the
company of this report. Tesco plc, a multinational UK food company with headquarters in
Welwyn Garden City, Hertfordshire, England, United Kingdom, trades as Tesco. This is the
world's third highest distributor in terms of ruthless sales and the world's fifth largest retailer in
terms of revenues. This task includes both the primary function and obligation in company
organizations in the marketing industry. In addition, it also discusses ways in which marketing is
linked to other business functions within the organization. Furthermore, in order to successfully
implement strategy, the organization must describe the comparison of Cadbury's marketing mix
and its rival company. Besides it, an effective campaign strategy must be introduced to improve
efficiency sufficiently.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function.
Marketing functions entail the various duties of the business enterprise, which are responsible for
the development of the corporation. Market research, financial services, product development,
communication, allocation, planning, promotion, selling and so forth are key duties and functions
in advertising. The marketing function can be identified or described as the position of a business
organisation. It helps to recognize and sourcing highly beneficial products for the market and
then helps to promote them. These processes are crucial in business institutions and require
market analysis, product planning, development process, promotion, sales, finance, customer
service, etc. The fundamental capacity of advertising is to build the gainfulness by expanding the
deals of the organization, along these lines it very well may be accomplished with the
cooperation of the considerable number of branches of the association all the while (Henríquez,
2018). The money division gives suitable spending plan to the promoting office for the arranging
and execution of advertising plan. Creation division speaks with coordination office to satisfy the
interest and flexibly of item and administrations. Human asset strategies are produced by the
market patterns, deals and target shoppers. The marketing functions include strategic planning,

market analysis, supply systems, product innovations, finance teams, distribution networks,
human resources department, etc. These target markets have a distinct role in the company’s
development. Target markets involve the various duties of the business enterprise, which are
responsible for the development of the company. It is seen as an essential part of the business
organization that supports the promotion of business processes and tasks and their products more
effectively. In addition, marketing is used to promote its brand image and value to its customers
on the market that helps to win the rival company's competitive edge on the market. In
connection with Tesco plc, the following is the role of marketing function:
Managing brand: In the future, the company must preserve the identity in order to improve
revenue and productivity. With respect to Tesco plc, its focus is on targeting customers so that
they can supply high quality products to their satisfaction. It helps boost the brand image and the
corporation's credibility in market position before consumers.
Accompanying market research: The marketing feature often has a role to play in performing
consumer research to determine customer desires and wants in the industry (Faßmann and Moss,
2016). With respect to Tesco plc, comments and consumer ratings take advantage of the ability
to make sufficient benefit through the successful usage of capital.
Producing internal communication: Throughout Tesco plc 's sense, they define their sales
goals, pricing and plans for their staff that help meet both the priorities and the results within the
agreed time span and raising the amount of tension and complaints that exist throughout the
company. Tesco plc’s primary goal is to improve a healthy relationship with the employees to
improve motivation and effectiveness over time.
Some of the responsibilities of Tesco plc marketing function are explained below:
Fulfilling customer need: In order to make more and more profit in the future, Tesco plc
concentrates on an efficient Strategy, plan and policy for recognising the need and wish of the
Customer. And questionnaire to make excellent business choices and turn the lead into revenues
Track trend and market competition: In addition, organizations need to be aware of the trend
and the mode of the industry to take the best decision to meet customer requirements and have
also an idea of competitiveness to increase the competitive edge of rival companies in the global
market.

Innovation: Innovation will play a key role in increasing productivity and revenue in the future.
Tesco Plc is responsible for implementing state-of-the-art technology to provide its customers
with an innovative product (Ng, Fang and Lien, 2016). It allows them to hold their customer long
and often improves their brand identity and credibility in front of their customers.
Market information: In the business organization, Tesco Plc’s manager takes effective
decisions to tackle the market position in order to incorporate an inventive product on the
market. They analyze both internally and externally before contributing their money to expand
their product.
Product designing and thinking: The marketing department focuses in this procedure on
innovative products to effectively meet the needs of the customer (Kazmi, 2017). They also
emphasize their unique and specific design, so that their customers can supply a range of
products to satisfy themselves.
Funding: In order to achieve more and more revenue in the subsequent date, it is also the role of
the leader to behave appropriately budget for organization (Rodney and Wakeham Dr, 2016).
From this study the marketing feature was evaluated as a significant aspect in which Tesco Plc
successfully understands the needs and wishes of customers. It helps the company to deliver
high-quality products and services at relatively lower prices for its clients.
P2. Roles and Responsibilities of marketing related to the organisational
context.
Marketing is understood as a method in which the management team conducts a variety of
activities and functions to attract large numbers of customers in the future for their products and
services to increase their sales and profit margins. In order to gain competitive advantage over
rival companies on the market, it also contributes to boosting productiveness and organizational
level of performance. There are different elements for supplying the products to the uses, such as
advertisements, sales promotions and personal sales (Zahay, Altounian, Pollitte and James,
2019). The interaction between marketing activities and other management units can be
explained by the fact that target markets are relevant to business and therefore other depts. and
organisational departments are interlinked. This can be demonstrated by the need for marketing
roles to back up the other operating divisions of the business as well as to execute them
efficiently. If a company wants to expand and implementing marketing plan, it will receive

resources from the financial team of the organisation, the human resources department, the sales
team and the production manager. Furthermore, they sell their consumers complimentary demos,
promotions and discounts on their products and services in the industry. In order to carry out its
function effectively, the various departments must be connected. The relation between various
marketing functions, which is discussed below:
Marketing and Human resource department: In order to effectively perform different activities
and functions of business organizations, Important and essential factors in hiring skilled,
competent and needed to learn. It helps to achieve objectives and objectives over a specified time
period. The marketing sector aims at providing information regarding the position that HR
professionals are able to use applicants according to their needs and wishes within the sense of
Tesco plc. Cooperation between the HR department and the sales team is therefore needed to
improve Tesco plc’s revenues and sales in the future.
Marketing and Finance department: Finance is an important element in the effective exercise
of different organizational activities and functions (Heroux and Clark, 2017). Financial managers
are responsible for assessing financing needs and needs for all sectors. As far as marketing is
concerned, various promotional technologies such as advertising, selling promotion and personal
sales should be used to effectively perform various functions. Coordination between both the
financing and the marketing team is also important. With respect to Tesco plc, the financial
officer finances for the successful implementation of multiple marketing programs in the future.
Marketing and Research & Development department: The R&D department relies on
organizational research to effectively gather data on the taste, likes and dislikes, and needs of the
client. They carry out effective study to discover the customer demands over time. The data
obtained from R&D helps the business Manager to meet the client's requirements over time.
Marketing and Production department: In order to produce products and services according to
user requirements during time, the production system plays a key role. Cooperation between both
the production and marketing departments is necessary to allow the production of goods to
attract a large number of users. With regards to Tesco plc, the manufacturing team develops
items to meet consumers' demands in order to achieve the competing company's strategic edge in
the industry (Purcarea, 2017).

TASK 3
P3. Compare the ways in which different organisations apply the marketing
mix to the marketing planning process to achieve business objectives
The marketing mix includes the combination of various components, including commodity,
size, advertising pages, procedures, people and physical proof. Tesco plc’s primary strategy is to
boost both sales and profitability over a future time period and also to achieve goals and
objectives within a specified time period (Elrod and Fortenberry, 2018). This is why Tesco plc's
marketing director focuses on organizing an effective marketing strategy of its own organization
and its marketing position, to gain competitive advantages over competing companies on the
market. To this end, it helps to improve the company's success throughout the time. The
marketing manager therefore depends on the management of Tesco plc's marketing mix and
Nestle to increase its efficiency. Therefore, the business combination of Tesco plc and Nestle as
follows:
Components Tesco plc Nestle
Product Different brands are part of Tesco plc,
like Dairy Milk, Perk five star and
Éclairs and so many more. Dairy Milk
will give companies a greater profit in
the future period as part of Tesco plc.
NESTLE has developed itself as one of
the largest pastry organizations in the
UK. It supplies its users with a wide
number of products and services to
increase productivity and revenue in the

The huge number of clients thinks that
Tesco plc is focused on manufacturing
but manufactures their product
according to the age group as for
children they manufacture chocolate
and cookies So they adopt efficient
advertising techniques to offer them
goods as needed, at a low price.
long term. The primary focus is the
long-term maintenance of consumers.
There are various types of Nestle items
that include food, chocolates and drinks,
etc.
Price Tesco plc focuses on delivering its
customers a good service at a
relatively lower price. To order to
retain strong partnerships with the
company to the industry, they charge
the consumer price according to the
cost of a commodity (Malik, 2019).
The Nestle manager decides whether the
product is priced depends on quality. For
instance, Nescafe coffee cost much more
than the other Nestle brand because it
provides its users positive experience
that they charge high prices for this item
and that the user is prepared to pay for
his products.
Place In various countries such as the USA,
Russia as well as China, Tesco plc
allocates the commodity
internationally to satisfy the
requirements and preferences of the
consumer on the industry.
The main revenue source for NESTLE is
European country, which provides its
product around the world. They submit
their goods from their factory to their
store to make it easier for customers to
shop them. In future it will contribute to
the increase in sales and profitability.
The business has confirmed that Nescafe
and Maggie are favoured by customers
over time and that they can consistently
serve the client.
Promotion For the development in front of the
client on the market Tesco plc uses
various advertising activities like
There are growing promotional methods
that NESTLE uses for selling its
company in the market, such as Media,

advertising, sales promotion and
personal sales.
business newspapers and Billboards.
They increase the consumer's awareness
of the product and services, which the
company provides over time.
Process The whole products are sent to the
wholesaler after the drug is made and
then they are shipped to the
manufacturer and eventually
purchased by the end customer.
NESTLE focuses on ensuring that a
company will increase its profits in the
next span. They offer after sales services
to enhance their brand and business
partnership before customers on the
market.
People Tesco plc gives its workers effective
preparation to deliver good quality
goods and services over time, allowing
them improve their brand image and
prestige to customers on the market.
To retain its workers for a longer term,
NESTLE provides appropriate
preparation for its staff. On the other
side, they provide their consumers with
high quality goods to support them in
the field.
Physical
evidence
In order to maximize revenue in a
subsequent date, Tesco plc focuses
focus on improving the item in urban
areas or supermarkets. It also leads to
creating a brand identity and a
company's credibility before
consumers on the market. It also
contributes to keeping the customer
longer (Perepelkin, 2017).
NESTLE 's principal goal is to improve
the physical outlet, sitting arrangement,
sales machine, logo and much more to
attract large numbers of customers and
to improve customer experience over the
course of time.

TASK 3
P4. Basic marketing plan for NESTLE plc
The marketing strategy is a legal statement which essentially provides full details related to
marketing operation and purpose (Abedi and Abedini,2017). This paper displays the schedule for
the whole year in order to help the organization manage the strategy in the future. In the
background of NESTLE plc, the higher authority has been measured to render an appropriate
communication strategy for the success of different operations. In relation to the marketing
strategy which will be listed below, the business has taken different steps:
Company overview- Nestlé is a Swiss multinational corporation headquartered in Vesey, Vaud,
Switzerland, for the food and drink manufacturing industry. Since 2014, it is the biggest food
company measured by turnover and metrics. Nestlé’s products include food products, health
food, packaged meals, pet foods, and snacks, bottled water, breakfast cereals, coffee as well as
tea and confectionery products. Netle has 29 labels, like Nespresso, Nescafé, Kit Kat, Smarties,
Nesquik, Stouffer's, Vittel and Maggi, with total turnover approaching CHF 1 billion (about US
USD 1.1 billion). In 189 nations, and hiring nearly 339,000 workers Nestle has 447 factories.
L'Oreal, the special form corporation in the region, has its main investors. Nestlé was shaped in
1905 by the merger of the Anglo-Swiss Milk Company, built up in 1866 by siblings George and
Charles Page, and Farine Lactée Henri Nestlé, established in 1866 by Henri Nestlé. The
organization developed fundamentally during the First World War and again following the
Second World War, growing its contributions past its initial consolidated milk and baby recipe
items. The organization has made various corporate acquisitions, incorporating Crosse and
Blackwell in 1950, Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988, Klim in
1998, and Gerber in 2007.
Vision & mission- Nestle plc's mission is to give its users best to higher quality goods. To fulfil
the taste. But at the other hand, Nestle plc’s vision is to reach a world leader.
Objective: Nestle plc’s primary aim is to improve its product offering, by providing its
consumers with a creative product, and offer them the best business experience. The company
now wants to introduce Nestle plc sugar-free cookies to implement the smart goal in a less
timeframe. They concentrate on increasing Nestle plc's market share by 30 percent within one
year.

STP approach - the STP approach is seen to segment, target and place the product on the market
(Chuang and Hu, 2017). The step involved to Nestle plc and takes this approach to ensure the
growth of the inventive institution's product that is called Nestle plc's sugar free cookie. The
Nestle plc STP view, which is discussed below:
Segmentation: Segmentation is a procedure for the separation of individuals according to their
needs and wishes in a different way. The higher power of Nestle Plc focuses on the segmentation
of product lines on a population basis. It comprises gender and the age of the person from whom
the entire market is split.
Targeting: The corporate communications specialist works on reaching multiple individuals on a
quantitative basis. In this context, the marketing manager is geared towards people aged 15-45. It
is because they concentrate on the wellbeing of the age group between 15 and 45 and certainly
prefer Nestle plc sugar-free baked goods.
Positioning: In this sense, the business emphasizes on creating a better picture of the brand and
interest of the commodity in consumer perception, which will enable Nestle plc to improve its
revenue and competitiveness in the future. They start sugar-free cookies from Nestle plc to entice
large numbers of customers between 15 and 45 years of age over time.
SWOT Analysis- Swot is an organization's internal factor analysis structure, which impacts both
productivity and company performance directly (Pappas, 2016). In order to take advantage of
opportunities and reduce the threat to market places, Nestlé plc needs to take into account an
internal analysis factor before its new product is introduced. The Swot serves to evaluate the
strength, chance, weakness and threat of the underlying company:
Strengths Weaknesses
 Nestle plc accomplishes a worldwide
leader in enhancing brand value and
reputation before clients on the market.
 They cannot be described as a
significant weak spot in the sense of
Nestle plc in healthier options. It
decreases all revenue and earnings.
Opportunities Threats
 Nestle plc accomplishes a worldwide
leader in enhancing brand value and
reputation before clients on the market.
 Nestle plc conducts a diverse
promotion activity to advertise products
and services, which can therefore

increase costs to companies as the
serious threat to Nestle plc.
Budget: Budget is calculated as a financial report says the number needed to set the brand
called as a Nestle plc sugar free cheesecake for various tasks and procedures critical to the daily
launching of an item by the marketing department of Nestle plc.
Within Nestle plc the spending plan amounts to £15,000 in relation to Nestle plc's sugar free
brownies, which are listed below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 7500 13000 15500 19350
Investment 15000 14000 25500 33000 13000
Total 7000 22500 36500 45500 32850
Marketing outlay
Promotion 6000 3100 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 5500 3000 4650
Total 12900 7800 13600 8500 9900
On the basis of the above-mentioned budget it was evaluated that a new product of Tesco
plc named after the sugar-free cookie requires approximately 15,000 pounds to launch. In the
other side, Nestle plc Marketing Manager relies on the usage of multiple advertising strategies to
successfully promote a company, allowing him to accomplish aim and goals in the future.

CONCLUSION
Based from the above report, it has been analyzed that advertising plays an essential role to
boost consumer information and understanding regarding products and services. In the
future, it contributes to increase both business revenue and productivity. In addition to this,
the marketing departments discussed in this report have a number of roles and
responsibilities. It also describes different advertising sectors linked to other business
organizations. Further, it is vital to actually debate the comparison between Nestle plc and
its competitor company in order to implement a suitable company strategy. Finally, an
effective communications strategy must be introduced to improve efficiency over time.

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