Roles and Responsibilities of Marketing Functions in Cadbury

This report discusses the roles and responsibilities of marketing functions in Cadbury, including market research, finance, distribution, and promotion. It also explores the interrelation between marketing and other departments of the organization. Additionally, a detailed marketing plan for Cadbury is developed.

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Executive Summary
Marketing is a process to exchange process by which products and services are
exchanged with customers. There are a lot of roles and responsibilities associated with marketing
function. It is analyzed that marketing function has strong interrelation with other departments of
company. A detailed marketing plan is helpful to attain predefined objectives in stipulated
period of time.

Table of Contents
INTRODUCTION.......................................................................................................................................5
TASK 1.......................................................................................................................................................5
P1) Discuss roles and responsibilities of marketing functions.................................................................5
M1) Monitor roles and responsibilities of marketing function in reference of marketing environment...6
TASK 2.......................................................................................................................................................7
P2) Discuss how roles & responsibilities of marketing are related to wider organizational context........7
M2) Discuss significance of interrelation between marketing and other units of organization................8
TASK 3.......................................................................................................................................................9
Covered in PPT.......................................................................................................................................9
TASK 4.......................................................................................................................................................9
P4) Develop detailed marketing plan.......................................................................................................9
M4) Produce a detailed as well as evidence based marketing plan for organization..............................12
CONCLUSION.........................................................................................................................................14
REFRENCES............................................................................................................................................15

INTRODUCTION
Marketing is a business function which is related to promotion and advertisement of
products and services. Here, main aim of marketing is to aware as well as attract new customers
with an aim to increase sales and profit margin of business. Marketing is a wider business
function that comprises several activities from creates awareness to retaining existing customers
with company for longer run (Kotoua and Ilkan, 2017). In the present report, Cadbury is taken
into consideration that is a confectionary company headquartered in UK. It is currently working
in nearly 50 countries at global level and consider as one of the most recognized brand globally.
The report includes different roles and responsibilities of marketing functions along with
association of marketing function with other relevant fields of organization. Lastly, a detailed
marketing plan has been discussed in the following report.
TASK 1
P1) Discuss roles and responsibilities of marketing functions
Marketing is a business activity under which different functions are performed to
promote products at wide level. Main aim of marketing is to earn substantial amount of sales
and profit margin. For this purpose, different roles and responsibilities of marketing functions are
given as under:
Market research: Under this, marketers analyze current market trends through extensive
research so that they can collect necessary information in about needs, requirements of
customers. In current scenario, there is higher competition prevailing at market place so it is
necessary for managers to be aware about recent trends. By this way, they can provide highly
innovative as well as creative products to customers. In reference of Cadbury, marketing team is
required to perform extensive market research which resulted increase in current level of sales
and revenue (Hyder, 2016).
Finance: It stated that finance is required to undertake each and every business function
and main function of marketing is to driven revenue through sales. By the efforts of marketing
people get aware with products and services that are being offered by company. It has great

association with sales and profitability of organization as more number of customers will driven
more sales. In reference of Cadbury, managers prepare effective strategies so that consumers get
attracted towards their products and purchase it in large quantity. By this way, they are able to
strengthen their financial position at market place.
Distribution: It is sated that now business of entity is not limited across a particular
region rather they are more likely to target huge audience. For this, it is imperative to have
effective as well as efficient distribution network through which organization can meet with
needs and requirements of different audience in timely manner. Distribution network helps
manager to make products and services available to customers at their convenient place. It is
monitored that Cadbury owns effective distribution and supply chain network with which they
are able to meet with demands of customers in timely manner.
Promotion: It refers to get people aware with products & services of organization. Main
motive of promotion is to enlarge market share of entity by attracting more customers. Under
this, different approaches such as advertisement, direct marketing, personal selling and more are
used with an aim to strengthen market position of entity (Abedi and Abedini, 2017). In regards of
Cadbury, marketing managers prepare appropriate strategies so that they can promote products in
different countries at global level. This practice will not only help to attract more buyers but also
improve positioning of organization among target audience.
M1) Monitor roles and responsibilities of marketing function in reference of marketing
environment
As per current scenario, it is not easy to promote products at wide level as there are
already several competitors present in market. Apart from this, customers are highly aware in
terms of prevailing market conditions. So, it is the role of marketers to adopt appropriate
practices by which they can distinguish themselves from rivals. For this, it is imperative to
promote products & services in an appropriate way with an aim to enhance current customer’s
base. Further, they are also responsible to maintain wide and efficient distribution network
which is vital to provide right product to right customer in predefine period of time. Therefore,
as per changing environment managers are required to make necessary medications in their
current practices by using digital platforms to strengthen market position of entity.

TASK 2
P2) Discuss how roles & responsibilities of marketing are related to wider organizational context
There are several functions performed by different departments of company other than
marketing so that predefined objectives can be attain within stipulated period of time. However,
marketing is crucial activity of business but there are some other functions such as IT, human
resource, finance and more. These all activities are combined together to ensure overall growth
and success of business. In absence of a single function, it is not possible to operate business
successfully. So, these all functions have great relation with marketing that is mentioned below:
Marketing and Finance: Finance is a vital business function that is concerned with
procuring, allocating as well as controlling funds within organization. It is the responsibility of
finance managers to evaluate different sources of funds along with their respective benefits and
disadvantages. Then need to select an appropriate source that will help to meet with different
business requirements. It is stated that funds are essential for each and every organizational
activity (Avila-Robinson and Wakabayashi, 2018). Finance managers of Cadbury analyze
requirements of fund for different business activities and allocate those funds to different
departments. By this way, marketing division depends on finance team to get required amount
for marketing and promoting products. On other side, marketing manager is responsible to attract
buyers and driven sales that will generate cash inflow in company. Marketing is great source of
revenue generation through enhancing sales. So, both the departments of Cadbury are
interrelated with each other which will lead entity towards higher growth and enhancement.
Marketing and Human resources: It is sated that human resource manager arranges
recruitment activities in order to select competent candidates. In addition, they arrange necessary
training and development programs with an aim to improve knowledge, efficiency of individuals.
Further, HR manages also provide motivation in order to keep employees motivated towards
business goals. So, HR people of Cadbury not only recruit potential candidate for marketing
department but also adopt necessary strategies to maintain proper working environment within
organization. They also analyze needs and requirements of work force and provide them
motivation accordingly. Whereas, marketing team of Cadbury is responsible to undertake several
promotional and advertisement activities to earn substantial amount of sales and profit margin.
They prepare an effective job advertisement to promote vacant position within organization. By

this way, HR department receives more number of applications that provides them wider choice
to select suitable candidates (Baack, Czarnecka and Baack, 2018). So, there is strong association
between both of the divisions of entity that will help in further growth and development.
Marketing and research: In current business world, research plays a crucial role in
business as it provides valuable information through which companies can prepare appropriate
strategies. In addition, research also facilitates innovation and creativity that is helpful in
bringing new and innovative products & services in market. Further, research people of Cadbury
indulge in continuous market research with an aim to provide significant information to
marketing department. With this, marketers are able to prepare products as per need &
requirements if customers that will provide competitive edge to company at market place. On
other side, marketing department prepare attractive strategies so that they can enhance current
level of sales and profitability. It is sated that marketing is only business function which has
direct relation with sales. Here, main aim of both the departments is to understand and fulfill
needs of customers in an efficient manner. Therefore, both departments of Cadbury are
interrelated with each other in significant manner that is crucial to attain common organizational
goals.
Marketing and IT: It is monitored that IT department develop necessary tools and
techniques which assist marketing manager to promote products at wide level. They facilitate use
of digital techniques to grab the attention of target audience. Now, tools such as SEO, analytics
and more assist marketing managers in promotion and advertisement. In this regard, marketing
team of Cadbury, take help of IT department to use digital ways of promotion. On other side
marketing division also guide as well as support IT people by providing necessary information
regarding prevailing market trends. So, there is great association between both divisions that is
vital for attaining predefined business goals & objectives (Hoque, Hashim and Azmi, 2018).
M2) Discuss significance of interrelation between marketing and other units of organization
It is analyzed that there is great association between marketing and other divisions of
organization. There are a lot of other functional units such as Finance, IT, human resource and
more. This interrelation will help to attain common goals by maintain higher coordination &
collaboration at work place. By this, all the managers will take decision through mutual consent
that will maximize overall productivity and outcomes of business. This practice is also helpful in

taking effective business decisions that will lead entity towards higher growth. Apart from this,
strong interrelation between all business units is imperative to minimize internal conflicts and
ambiguity.
TASK 3
Covered in PPT
TASK 4
P4) Develop detailed marketing plan
Company Overview:
Cadbury is a British Multinational company which is in confectionary business and
provides products all over the globe. It is headquartered in London, UK and was founded in the
year of 1824. It is considered as the second largest confectionary brand at global level. Now, it is
operating business in 50 countries at international level. Cadbury is well known for Dairy milk,
crème egg and other such products.
Mission:“To provide quality products to customers with the commitment to make
continuous improvements for maintaining higher reputation of brand in market”
Vision: “Work together as a team with an aim to create such a brand that will love as well
as appreciate by customers”
Marketing Objectives:
 To increase sales of organization by 20 % in 2021.
 To expand business in more countries to inflate current sales and revenue by 30%.
 To enhance customer base of company by attracting more number of buyers towars
products of company.
STP Approach:

It is a framework that is used in order to determine target audience that is essential to prepare
appropriate strategies. This approach is also helpful in positing products among target audience
in right manner. It helps companies to reach at right audience and position products & services in
an appropriate way. It is a process to develop specific and efficient marketing strategy that will
be helpful in making appropriate use of available resources. Elements of STP approach are
mentioned below:
Segmentation: It is analyzed that Cadbury has been positioned its products on the basis of
demographics, psychographic and behavioral factors that can be understand with below
mentioned factors:
 Demographic: People of all age group and income enjoy Cadbury. In addition, they have
premium products such as Bourneville for higher income group people and dairy milk for
middle and lower income group of people.
 Psychographic: Under this, people higher income group people are more likely to
purchase premium chocolates to maintain their status. So, offering of Cadbury is
moreover based pricing, packaging and such factors.
 Behavioral: Under this segmenting, Cadbury approaches people on the basis of occasion
and depict their product as a crucial part of celebration.
Targeting: It is monitored that Cadbury is more likely to targeting all age as well as
income group of customers. For this, they offer products in all price range that goes from lower
to high. Here, Cadbury temptation and Bourneville are offered for premium customers. On other
side, Cadbury silk, Dairy milk are for those people who are fond of chocolate. Therefore they are
targeting to large group of customers belong from different demographics.
Positioning: Cadbury has been positioned as a way of celebrating love, friendship and
joy. It is perceived as a product that can be used in good times, carefree and real moments. This
positing differs organization from its competitors.
SWOT Analysis
Strengths Weakness
 Customers have higher brand loyalty as It is analyzed that there are ample of negative

well as trust over Cadbury thus they
prefer it over other products.
 It is sated that Cadbury has remarkable
marketing and advertisement campaign
that will lead organization towards
higher growth and success.
controversies are associated with brand that
will hamper existing image of brand.
Cadbury is still lacking in terms of presence in
rural areas which can provide a company a
great scope of earning substantial sales and
profit margin.
Opportunities Threats
 Currently, Cadbury is working in
nearly 50 countries so it has a scope to
expand business in more countries.
 In addition, they can also add some new
flavors in existing products to grab the
attention of new buyers
 Health conscious attitude of people
may create constraint in current
business of Cadbury. Due to this
behavior buyers tend to avoid a
confectionary product that is not a good
sign for organization.
 There are a lot of competitors of
Cadbury such as Nestle, Mars and more
are present in market that is also
creating great threat for organization.
Marketing Mix:
Products: Cadbury provides a range of products such as chocolates, beverages, desserts
and more. But, it is well known for chocolates such as Dairy milk, Bourneville and more.
Recently, it has started to working in segment of ice- cream and bakery.
Price: As per this component, Cadbury provides product in different price range. Pricing
strategy of organization is moreover depend on competition, demands at market place. It has
priced products in such a manner that will help to meet with requirements of all income group
people.
Place: It is sated that products of Cadbury are available at supermarkets, retail stores and
local shops which can be easily access by customers. It is possible only due to effective
distribution channel and supply chain management of company.

Promotion: Cadbury promotes its products through TV commercials, newspaper
advertisements, billboards, hoardings and more. Here, celebrity endorsement is considers as one
of the crucial way of promotion by entity.
People: It is monitored that staff members of Cadbury are highly competent, skilled thus
able to perform assigned task in an efficient manner.
Process: Process that is used by Cadbury to convert raw material into finish goods is
really efficient and make them enable to meet with demands of customers in timely manner.
Physical equipment: Here, ambiance, interior of organization has been designed in such
a manner that it helps to grab the attention of customers who are visiting to outlets.
Marketing Budget:
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000 45000 13000 14000
Marketing outlay
Sales publicity 2300 2000 2000 2000
Direct selling 4900 4500 2000 2000
Promotion 6000 2500 6000 3000
Total 13200 9000 10000 7000
M4) Produce a detailed as well as evidence based marketing plan for organization
It is analyzed that marketing plan is a document under which different elements such as
objectives, strategic vision and more are included. It also includes STP approach that will help to
determine target audience and prepare appropriate strategies. In addition, SWOT analysis is also

included in detailed marketing plan to examine strengths as well as weakness of company. At
end, there is a marketing budget also included in marketing plan to attain predefined objectives.

CONCLUSION
It is summarized that marketing is process by which products and services are promoted
at wide level with an aim to aware new customers and retain existing ones with company for
longer run. There are a lot of roles and responsibilities are fulfilled by marketing department to
attain predefine goals. It is concluded that all other departments such as IT, human resource and
finance maintain effective association with marketing department for betterment of business.
Discussion has been carried out in relation of comparison between marketing mix (7 P’ s) of
different companies. Further, a detailed marketing plan is helpful in accomplishing desired
marketing goals in stipulated period of time.

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