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Marketing Essentials

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Table of Contents
Introduction: .......................................................................................................... 2

1. Explanation of key roles and responsibilities of the marketing function of

Nestle..................................................................................................................... 3

2. Explanation of how roles and responsibilities of marketing relate to the wider

organizational context. .......................................................................................... 9

3. Comparing the ways in which different organizations apply the marketing

mix (7Ps) to the marketing planning process to achieve business objectives. ... 11

4. Producing and evaluating a basic marketing plan. ......................................... 14

Conclusion: ......................................................................................................... 23

References: .......................................................................................................... 23

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 Marketing Essentials

Introduction:
Market has a vast possibility of services, skills, goods, places, material, services, events and
even ideas are promoted. Marketing is the action that has value for clients, society, clients and
partners at large and it is a procedure for forming, distributing, and set of foundations,
communicating and replacing offerings. Marketing pays an imperative role in the modern
business world. Marketing notions are not restricted to product that we buy from the supplies.
Marketing means distributing, indorsing and creating services and goods to businesses and
consumers. It is compulsory to study marketing essentials because it confirm and bring
customer fulfilment. Marketing is significant in everywhere, from manufacturing to the
delivery of the products or items and giving diverse services they are popular everywhere.
Marketing means pleasing customer need and thinking of business in terms of customer
satisfaction in the modern business world. Customer satisfaction is the significant fact in
which the accomplishment of business mostly depends. Organizations are more clients
oriented now a day. In terms of Nestle here the marketing duties, functions and roles, for
making plan the key elements and marketing mix are discussed. For the executives to
ensuring effective marketing success certain knowledge is required. In terms of customers
choice this related to the selling and purchasing. Marketing signifies the advertising and
research including endorsing and selling products (Lamb & others, 2011).

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1. Explanation of key roles and responsibilities of the marketing function of
Nestle.
Nestle is in Vevey, Vaud, Switerland. It is the owns many of the consumer products brands
like dairy products, confectionery, pet foods, baby food, breakfast cereals, bottle water, coffee
and ice cream it is a multinational corporation. Nestle now has their branches in many
countries, as Europe, America, Africa, Asia and Middle East. Their executives show a
vigorous growth in its business. After Procter & gamble and Nestle is the second biggest
consumer goods company which has branches in over 193 countries. It is the biggest
producer of food spreads, like coffee. It is the one of the biggest multinational company
which has outlets in over 194 countries. (De Mooij, 2013).

During First World War and Second World War Company extended its operations worldwide
by increasingly spread from being the maker of products using health science. Charles page,
brothers George and Farine Lactee Henri Nestle established Nestle in 1866 and initiated in
1866 by Henri Nestle. In recent years Nestle is more concern about the health science.

To the marketing tasks Nestle recognize some roles and duties and their affiliation with them.

Marketing proceedings:

According to Sharma & others (2011) Nestle providing each duty and adopts supportable
strategy started from raw components to distribute final products. For making them certainly

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accessible to the market the major part of marketing purpose is to in proper way enable the
organization to carry their management events. Nestle maintain operative marketing process.
The marketing process that Nestle follow are discussed below:

Situation analysis

Marketing strategy

Marketing mix decisions

Control and implementation

Figure 1: Marketing proceedings (Source: Sharma & others, 2011).

Analyze the Situation:

To please the discontented needs of the customers Nestle executes through situation analysis
that helps them determine finding and allocation prospects. There are certain outlines for
Nestle that they may be used for condition analysis of company. These frameworks include
PESTLE analysis, 5C analysis and SWOT analysis (Peter & Donnelly, 2011).

Marketing planning:

To the target market the consequence is the value proposition. Nestle follow a strategic plan
after they recognize the chance to satisfy the unsatisfied clients. Nestle follow the below
marketing strategy:

 Range of the target market- Targeting

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  Dissection

 In the target market product placing

 In the target market value intention

Decisions about marketing mix:

Such type of choices includes manufacturing and stipulating initial products, pricing verdict,
sharing contracts and product development decisions. It will be comfort for Nestle marketing
process to attend the customers and reach products to make conclusions about marketing mix
(Vaaland & others, 2008).

Controlling and implementing:

Nestle has to amend the marketing mix as the market deviations. In marketing mix control
and implementation is the most important phase.

Anticipating customer demand:

Anticipating customer demand is the higher power of the executive. After attending the
customers they gather the reactions. For Nestle target customers they expect the response and
then they make the advanced ideas for new products.

Fulfilling customers demand:

To primary value truthful lingering they persistent to measure business extensions. In the
most efficient way company always concern about customer demand contentment.

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Marketing bonds:

About the innovativeness than the calibration Nestlé’s most powerful viewpoint is to organize
mass- market business. By eluding the noxious element Nestle use the natural goods to
develop the sense of affiliation. For growing the demand of the products Nestle use
relationship marketing (Hollensen, 2015).

Figure 2: Relationship marketing model (Source: Hollensen, 2015).

De Mooij (2013) stated that marketing mix is another excessive charge and role to use. For
handling with the competitors several organizations exercise marketing mix in achieving
marketing strategies, in their methodology of founding and policies. Towards the business to
enable the marketing purposes for making promising moves marketing mix is the mix of
convinced fundamental events. Nestle executive’s use certain strategies:

Place:

 Nestle also give the consumer virtual services.

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  They also positioned on the opponents vents.

 They placed their stores near places to clients.

 Around 193 countries nestle setup their business.

Price:

 Based on the consumer superficial value of product Nestle set their worth.

 Based on assessment based pricing Nestle design their pricing model.

Product:

 Nestle tries their best to use organic ingredients

 With high value services high quality foods, baby food and dairy products are served.

People:

 Employee’s posses some basic value like group work, passion.

 There are speculators for internal career advancements.

 Employees give inclinations to customers.

Physical evidence:

 They are stable with the standard.

 Nestle trails a standard look and design for all the stores around the world.

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Promotion:

 They also rest on the good facilities and good products.

 On their revenue on marketing they use some share as advertising expenditures.

 Their promotion depends on the traditional atmosphere of the country.

Process:

 They also ensure engineered buzz situation.

 Nestle use standardized service level as their procedures.

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2. Explanation of how roles and responsibilities of marketing relate to the
wider organizational context.
Organizational framework lead by the Companies roles and duties. With the Nestle company
administrative context closely linked to the external and internal roles.

External roles:

With the structural context Nestle duties and roles are widely linked as they have to maintain
certain association with external parties.

Intermediary:

For having assistance at the time of product supply Nestle keeps good association with the
arbitrators. Intermediary in the company act as a mediator and for the customer they
sustenance marketing activities to offer amenities and products.

Potential and existing customers:

To regulator the market Nestle tries to tempt the latent customers and support the remaining
customers, management group through distributing the high value beverage and foods than
the opponents control the struggle (Webster Jr, 1992).

Suppliers:

Dealers are the most vital features of the marketing process. To the organization they are the
imperative outside party. For manufacturing needed beverages and products they supply the
necessary materials. Because of that Nestle has to preserve the superb connection with the
suppliers.

Competitors:

Through submission required information in the marketplace Nestle retain profitable

relationship with their opponents. They also lead the market by helping more attractive
products and catching their strategies (Lamb & others, 2011).

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From the discussion this can be stated that through the Nestle duties and roles organizational
internal and external roles are achieved. To the wider organizational context these are closely
related.

Internal roles:

Through execution duties and roles Nestle internal activities are allied to the interconnections
and marketing influences.

Development and research roles:

For getting the products to the customers Nestle marketing makes effect on such function. To
offer the goods to customers established activities and to identify the customers such internal
role of progress and research is mandatory. (Ibidunni, 2011).

Finance:

Marketing roles and duties of the company’s financial deeds are buying manufacturing
products, raw ingredients from customers, promoting the products and distributing them to
final customers are economy related task related to the market (Belch & Belch, 2003).

Manufacturing and buying:

From the suppliers to the final customer’s product supply marketing intersects and influences
the manufacturing and buying functions.

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3. Comparing the ways in which different organizations apply the
marketing mix (7Ps) to the marketing planning process to achieve business
objectives.
According to IYALLA (2015) to the achievement of business events such presentation of
marketing mix enables effective marketing planning procedure. For coping with the
competitors several organizations practice marketing mix in executing marketing strategies,
in their approach of establishing and policies. Towards the business to enable the marketing
functions for making promising moves marketing mix is the mix of certain essential activities.
In terms of Nestle and Unilever Company here the marketing mix (7Ps) are discussed below:

Figure 3: 7Ps of Marketing Mix (Source: IYALLA, 2015).

Nestle:

Nestlé’s purpose is to upturn their export by 15%. They try their hard to rise their market
share in the Instant Coffee market by 21%. Nestle is the market spearhead in Instant Coffee
section, they own 49% market share. Main objective of the Nestle is to be the documented
pioneer in health and wellness, nutrition and industry position for financial performance
(Payaud, 2014).

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Unilever:

There are one hundred ninety countries Unilever outlets worldwide. Every day they attend
more of a three million customers. In the marketing today Unilever generates organic, natural
foods and spices in the most of the common beauty and food markets (Luo & Bhattacharya,
2006).

7Ps Nestle Unilever

Product  They produce a variety of products  Unilever try their finest to use
that people can use contrarily. chemical free ingredients
 They try their best to use natural  With high worth services high quality
products for producing items. foods, personal and home care products
 Nestle produce as well as serve are served.
different food beverages.

Place  They have their outlet around the  Around 190 countries Unilever setup
world including retail, wholesale their business.
and over the internet.  Unilever also give the client virtual
 They also situated on the services.
competitors outlets.  They located their stores near places to
customers.
Price  Based on their marketing maturity  Based on the customer supposed value
price are fixed. of product Unilever set their price.
 Based on the different segmented  Based on value based pricing Unilever
channel priced are set. plan their pricing model.

Process • They are exceedingly customer •They also ensure engineered buzz atm
attentive. osphere.
•Unilever use standardized service
Level as their procedures.

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Physical  They are also stable with their •Unilever follows a standard look and
evidence standard. décor for all the stores around the world.
 They have standard stores. •They are consistent with the standard.

Promotion  In the UK they have clear headship •They also rest on the good services and
site. good products.
 They indorsed their products •On their turnover on marketing they use
through marketing, special offer, some portion as publicizing expenses.
personal selling etc. •Their promotion depends on the cultural
environment of the country.

People  Highly trained employees and staff.  There are opportunists for internal
 They have qualified management career advancements.
team.  Employees give preferences to
 They have innovative technologies. customers.
 Employees enjoy some core value like
team work, passion.

To lead to achieve business intentions and help marketing planning procedure marketing mix
analysis helps both the companies. Between the Nestle and Unilever there are important
differences in terms of marketing mix of the company.

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4. Producing and evaluating a basic marketing plan.
For Nestle the succeeding models helps to grow a basic marketing plan. For any type of
business manufacturing and assessing there are certain basic marketing plan of marketing:

About Nestle Market:

Nestle is in Vevey, Vaud, Switerland. It is the owns many of the consumer products brands
like dairy products, confectionery, pet foods, baby food, breakfast cereals, bottle water, coffee
and ice cream it is a multinational corporation. Their executives show a vigorous progress in
its business. Nestle now has their branches in many countries, as Europe, America, Africa,
Asia and Middle East. It is the biggest producer of food spreads, like coffee. After Procter &
gamble and Nestle is the second largest consumer goods company. It is the one of the biggest
multinational company which has branches in over 193 countries. (De Mooij, 2013).

Nestle has extension and research facilities in United Kingdom, India, United Sates and
Netherland. With a common board of directors the company operate as a one business.
Higher specialist organized Nestle into four main category: beverages, foods, infant food and
performance and healthcare nutrition. Nestle mainly focus on thirteen brands but it own over
8,000 brands with sales of over 1.1 billion capitalization (Kaur, 2013).

During first and second world war company expanded its operations worldwide by
progressively differentiated from being the maker of products using fats and oils. Charles
page, brothers George and Farine Lactee Henri Nestle established Nestle in 1866 and founded
in 1866 by Henri Nestle. In recent years Nestle is more concern about the health science.

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 Figure 4: Ratio of Nestle products (Source: Ibidunni, 2011).

Present condition and company purposes:

SWOT matrix and TOWS matrix:

Figure 5: SWOT analysis (Source: Hollensen, 2015).

Weaknesses:

Some of the expert ignores the non-core brands hazard. Other deficient of Nestle are they are
absent from premium market and their disconnected sectorial participation. Major weakness
of Nestle is lack of industry attention; they are more apprehensive about the mass
customization or marketing. They face the deficiency of major patent (Grant, 2016).

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Strengths:

One of the Nestle key asset is market prominent position. Nestle maintain a strong portfolio.
In 1866 Henry Nestle magnificently reforms the company. It is the most popular
multinational company that is the why they are universally recognized as global brand. They
emphasis on mass customization and brand marketing and progress. Another key strength is
they have the capability to improve product quickly according to the sectorial and geographic
variety (Santos & Laczniak, 2015).

Threats:

Diverse private brand products are threat for Nestle. Sometime negative advertising is risky
for company. Now a day there are a vast number of health and beauty companies escalating
the competition. Other threats are trading plan alterations that pressurize the margins and
sometimes niche brands gain favor (Santos & Laczniak, 2015).

Opportunities:

Now Nestle have so many branches everywhere the world they have existence in vibrant
products sectors and had claim for mass market products. They try to be incidence in
dynamic product sectors. With the other brand they building on brand impartiality. Nestle
focus on broadening consumer base. They have the opportunity or capabilities to develop
markets. They now produce products for senior populations (Grant, 2016).

Company objectives:

 The base of their future growth and unparalleled tradition are the deep root local
cultures and all around the world their business.

 To the service of local customer Nestle brings the worldwide expertise and wealth
of knowledge to the service.
 Another objective of Nestle is to meet the needs of the people every day, everywhere.

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  Nestle consider that succeed requires the highest level of corporate behavior
towards its customers, the societies and employees.
 Company’s long term success involves willingness to study continuously and
embrace new ideas, total assurance to exceptional standards of productivity and
performance and to working effectively together.
 Purpose of the Nestle is to respond competitively and innovatively with branded
services and products which can raise the value of life.

 For generating long term value conception for its employees and shareholders, it is
a road to profitable progress and sustainability.

About Nestle products:

Figure 6: Nestle products. (Source: Nilsson & others, 2010).

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Nestle offers the customer, food bevarage, personal care, baby foods and dairy products.
Nestle owns over 8,000 brands brands, among them thirten are focused more.

USP: In every country stores and business Nestle try to puts their unique selling suggestion
that offering and making products organic, natural and preservative free. Unique intention is
the most major thing to sell the products.

7P’s:

Place  They positioned their stores near places

to customers.
 They also situated on the competitors
outlets.
 Around 190 countries nestle setup their
business.
 Nestle also give the customer online
services.
Products  Nestle try their best to use chemical free
elements.
 With high quality services high quality
foods, personal and dairy products are s
erved.
Promotion  They also depend on the good services and
good products.
 On their turnover on promotion they use
some portion as advertising expenditures.
 Their promotion depends on the cultural
environment of the country.
People  Personnel are so friendly with the

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 customers.
 There are opportunities in the internal
career process in the Nestle.
Price  Based on value based pricing Nestle design
their pricing model.
 Based on the customer perceived value of
product Nestle set their price.
Physical evidence  Nestle follow a standard look and décor
for all the stores around the world.
 They are consistent with the standard.
Process  They also ensure engineered buzz
environment.
 Nestle use standardized service level as
their procedures.

Segmentation:

Demographically they target the individuals with high income. Nestle object the urban people
in the big cities of the country. They target the people between 18-65.They targets the
working women with busy schedules and beauty and health conscious people (Constantinides,
2006).

Positioning:

Nestle goods are high quality; most of the consumers are the middle class people, working
women, urban people. As Nestle contributes more to the society their sustainable strategy has
made them more interesting in the market place.

Targeting:
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People who are concern about the quality of the products not about the quantity. Target
markets for the Nestle are the beauty and health conscious people.

Competitors:

By the 2012 revenue between them Nestle is the second largest consumer goods company.
Consumers rank companies according to their services and products quality. Nestlé’s main
competitors are Procter & Gamble and Unilever.

Consumer promise:

Product launch plan:

At this time they notice the supply materials and advancement budget for ensuring product
campaign plan and launched. Nestle always tries to add some new creative ideas and organic
products while launching new home or personal or food products (Cravens & Piercy, 2006).

Packaging:

For foods items and other products Nestle make creative packaging. Nestle own UK packing
award for responsible packaging in 2016.

Advertising:

 Distributing free products.

 Promotion on the free social network sites.

Communication strategy:

Customers provide response and reviews of their Nestle involvement that also inspire
customer feedbacks. For the effective transfer of the product information Nestle uses different
social initiatives. For communicating with the current customers.
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Pricing:

 Based on value based pricing Nestle design their pricing model.

 Based on the customer perceived value of product Nestle set their price.

Strategies for distribution:

For marketing new products Nestle follow the following distributing techniques:

Success matrix:

Capitalization

Stagnation Innovation
Flow

Profiteering corruption Growth jobs

Decline Inefficiency
Cash

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Blight failure Waste frustration
Schedule based on plan:

state Months
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Designing the
services and
products
Targeting and
division
Construction
of the product
Enquiry the
Present
situation
Evaluating
competitors
Pricing
Distribution
approach
identification
Product
campaign
Product
initiation

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Conclusion:
Nestle examined in the examination of every marketing situations and terms. For marketing
effectively marketing perceptions are to be kept clear and for operating different business
activities so that products can be marketed. It helps Nestle to analyze the marketing duties,
functions and roles, for making plan the key elements and marketing mix are discussed.
Mandatorily some basic elements are to be ready. For the executives to confirming effective
marketing realization certain knowledge is obligatory (Jain & Haley, 2009).

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