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MARKETING ORGANIZATIONAL DEPARTMENT

The marketing organization includes a marketing department with their respective


functions as well as heirarchy and job description of each member. The company’s
marketing department is subdivided into four core groups: Advertising Department, Market
Research Department, Public Relations Department and Creative Department.

 Advertising Department promotes the Cerolane Technologies and its product by


executing advertising programs. This department is also responsible in advocating
the company’s interests in potential customers.
 Market Research Department explores information regarding target consumers of
the company as well as its competitors. The department also performs analysis of
past and future trends in terms of demand and supply of the company.
 Public Relations Department are the media spokespersons of Cerolane Technologies
specializes in managing internal communications, and marketing activities like brand
awareness and event management. This department focused more on the public,
prospective customers, investors, partners, employees, and other stakeholders and
ultimately persuade them to maintain a certain view about Cerolane Technologies
and its product.
 Creative Department tends to be graphic and webs designers that assist portraying
the company image and brand to the public.

After enumerating the several departments needed for the organization and generalizing
their purpose, the hierarchy and their job description must be discussed and what are their
job descriptions.

Table 4.27 Job Descriptions for Corresponding Marketing Organizational Department


MARKETING POSITION JOB DESCRIPTION/S
There is one (1) marketing manager in the company. His
responsibilities include:
1. Managing all marketing for the company and activities
within the marketing department.
2. Developing the marketing strategy for the company in line
with company objectives.
3. Co-ordinating marketing campaigns with sales activities.
4. Overseeing the company’s marketing budget.
5. Creation and publication of all marketing material in line
with marketing plans.
Marketing Manager 6. Planning and implementing promotional campaigns.
7. Manage and improve lead generation campaigns,
measuring results.
8. Overall responsibility for brand management and corporate
identity
9. Monitor and report on effectiveness of marketing
communications.
10. Maintain effective internal communications to ensure that
all relevant company functions are kept informed of
marketing objectives.
11. Analysing potential strategic partner relationships for
company marketing.
There are two (2) advertising staffs in the company. Their
responsibilities include:
1. Placed advertisements in appropriate media, including
television and online
Advertisement 2. Measure the results of advertising campaigns to determine
Department their effectiveness
3. Reach out to departmental managers to gain key insights
into advertising possibilities
4. Review and approve all advertising media for print or web
5. Continue your education in digital advertising and identify
new strategies and tactics to maximize brand visibility
There are four (4) Market Research staffs in the company. Their
responsibilities include:
1. Preparing commissioning research
2. Formulating plans or proposals to present to your client or
senior management
Market Research 3. Writing and managing the distribution of surveys and
Department questionnaires to consumers
4. Briefing interviewers and researchers
5. Undertaking ethnographic research (observing people in
their homes and other environments)
6. Conducting qualitative or quantitative surveys, which may
involve field, interview or focus group assessments
7. Using statistical software to manage and organise
information
8. Monitoring the progress of research projects
9. Analysing and interpreting data to identify patterns and
solutions, including surveys and focus group transcripts
10. writing detailed reports and presenting results
11. Advising clients or senior management on how to best use
research findings
12. Managing budgets.
There are two (2) Public Relation staffs in the company. Their
responsibilities include:
1. Planning publicity strategies and campaigns
2. writing and producing presentations and press releases
3. Dealing with enquiries from the public, the press, and
Public Relations related organisations
Department 4. Providing clients with information about new promotional
opportunities
5. Analysing media coverage for the benefit of the company
6. Liaising or building relationship with clients, managerial
and journalistic staff about budgets, timescales and
objectives
There are two (2) creative department staffs in the company. Their
responsibilities include:
1. Building a creative team for overseeing ideas and projects
2. Taking responsibility for the creative philosophy and the
standard of creative output across the agency or
department
Creative Department 3. Developing ideas for advertising or promotional campaigns
4. Overseeing several projects from start to finish, keeping to
deadlines, and signing off on these projects before they
are presented
5. Liaising with clients to keep them informed and to highlight
any issues regarding designs
6. Understanding the commercial aspects of the agency or
marketing department

These members of the marketing department must be empowered to make decisions


and improve the company’s image through their work.

MARKETING CAMPAIGN
Marketing Campaigns includes the use of a sequence of messages over an extended
timeframe, support for prospects that is necessary for defining our brand experience and
and also handle the company’s selling.
MARKETING STRATEGY
Direct Selling
The assigned person will set meetings in or outside the company premises for the
purpose of informing the other companies of the products and services that we can provide.
Also, direct selling is a strategy that has been employed by Cerolane Technologies to
develop business relations with the consumer and to introduce the company to other
possible business partners and consuming industries. The following steps are:
1. The agents will visit the consuming industries to showcase our product.
2. These agents will be visiting our target consumers and present to them the
properties of our product, and convince the consumers to purchase our product,
by showing them the advantages of using it.
3. The agents will present it to the purchasing department of the target consumer,
and also to the specific personnel involved regarding technical specifications of
Flexible packaging film from Cerolane Technologies
4. Once the consumers were convinced, the setting up of another appointment will
take place thus the deal will be made.

Guerilla Marketing Strategy


Another way to promote the product is using the materials used in the cross deals by
making an exhibit or hosting seminars about Alimasag and Tobacco Stalks. This could be
done by also collaborating with local research government agencies such as the Department
of Science and Technology (DOST). The following steps are:
1. The marketing team will set-up a location were the target audience is very well
accommodated. Audience will be the consuming industries.
2. The research team will invite speakers from the company or individual with
expertise to inform the audience regarding the selected topic.
3. The public relations team will invite media or reporters for more company
visibility.
4. One of the advertisement team will measure the results of this effectiveness and
will plan if another seminar must be held.

Webinars

A successful web event can help strengthen a company’s brand awareness, increase
exposure in the market, and generate qualified sales leads. If done right, it can elevate an
organization’s credibility and reinforce its position as an industry thought leader. These are
the steps needed in executing the web event.
For the registration form, this will be the front page of the invitational message for
the company’s prospects and the target audience.

Discounts

Discounting is a technique designed to answer this question by reducing the value of


future cash flows to their present-day values. Once calculated, discounted future cash flows
can be used to analyze investments and value companies.

1. Identify a situation in which you would need to discount cash flows.


2. Determine the value of future cash flows.
3. Calculate your discount rate.
4. Figure out the number of compounding periods.
5. Calculate for the Discounting Cash Flow
6. Arrive at the discounted value.
7. If there are certain risks, Adjust your discount rate.
8. Evaluate an investment. If the present value of the future cash flows is higher
than the cost of investing, it may be a good investment.
9. Use discounted cash flows for company’s value.
10. Once everything is settled, make a time limit this discount if necessary to cope up
within your computed timeframe.