Marketing Functions and Mix Analysis

The provided document is a solved assignment on marketing functions and mix, which includes a detailed analysis of multiple research papers and articles. The topics covered range from the concept of marketing mix to its elements, green marketing functions, strategic marketing planning, and more. The assignment also discusses various marketing-related concepts, such as SWOT and AHP hybrid models, reflective essays, e-portfolios, and the impact of economic downturns on marketing.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Executive Summary of the company - ............................................................................................1
MAIN BODY...................................................................................................................................2
TASK 1............................................................................................................................................2
P1 Roles and responsibilities of marketing functions............................................................2
P2 How roles and responsibilities of marketing are interrelated with wider organisational
context....................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Marketing mix of two different organisations...................................................................6
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for Cadbury..................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers with department of management which designs different strategies so as
to build profitable relationships with target and potential customers. It tends towards satisfying
buyer's needs, maximise profits, driven up sales and beat the market competition in order to
accomplish organisational goals and objectives in an effective manner. Along with this, the core
concept of marketing is the rationality that urges association to concentrate on their clients’
necessities. Breaking down their needs and settling on such choices that fulfill those needs in a
superior manner than contenders (Akroush, 2011). Basically, marketing focuses on delivering
value to customers so as to satisfy their expectations or desires in the best possible manner than
competitors. The present assignment is based upon Cadbury, its a well known confectionery and
loved by millions over the globe. The main objective of the company is to deliver effective and
value added products for customers so as to attain and retain them for long term period. Apart
from this, the report is going to be described roles and responsibilities of marketing functions and
how marketing department is interrelated with wider organisational context. Readers will also
come to know about seven elements of marketing mix and how they can effect sales and
profitability of the firm. A basic marketing plan will also produce.
Executive Summary of the company -
Cadbury is the chosen organisation for completion of this project, the firm was founded
in 1824. It is known as one of the most recognisable brand over the world. This British
multinational confectionery company is based in Uxbridge of London in the United Kingdom.
Presently, more than 70000 employees are working with the company: in 2014 Cadbury has
made investment of £75 million. Along with this, the mission statement of the firm is to build
effective market reputation over quality and making continuous improvements in their products
and services. Whereas vision statement of Cadbury is to working together so as to create a
brands which people love. The confectionery company is operating in 50 countries by having
2000+ stores worldwide. The organisation is based upon Democratic and decisions are based
upon consulting with different members of the organisation. Although, the organisational
structure is followed by Cadbury for its board of directors is based on “clarify accountability and
enable swifter diction making”.
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MAIN BODY
TASK 1
P1 Roles and responsibilities of marketing functions
In present scenario, marketing has become crucial aspect of businesses as firm's financial
growth is depend upon effective marketing. No one company can ignore marketing of its
products and services. Thus, now marketing have come to acquire prudent marketing efforts and
have understood that a product's success is depend on how well it will be introduced and
promoted in market. The umbrella term, Marketing contains promotion, advertising, direct sales
and public relations. A firm can provide best offerings but without marketing it cannot inform
customers about that product (Brettel and et. al., 2011). Along with this, the main motive of
marketing is to generate awareness among people and improve their loyalty or trust. At the same
time, marketing also offers people to buy firm's goods or services. The firm is also growing
rapidly in emerging markets by having growth of 12% in 5 years and 14 % global market share.
Nature of marketing - Marketing is customer oriented: Marketing starts to get closer with the clients. It
concerns itself with the fulfilment of the customers' needs by delivering them value added
goods. All the authoritative exercises must be focused on and centred towards target
audiences. Clients must be permitted to proclaim item details and models with respect to
quality. Also, for this present, client's needs should be analysed constantly. Marketing is the delivery of value: At the point when a client is provided from a specific
item in view of its general execution, at that point the fulfilment that he has gotten is
known as client esteem. Consumers are considered the product's esteem and cost before
settling on a choice and make an exchange off amongst cost and advantage of the item.
They will pick a product that gives them more values rather than prices. Marketing is network of relationships: The point of convergence of all marketing
activities is the client (Civi and Persinger, 2011). The term relationship Marketing is the
act of building long haul by fulfilling relations with key people like clients, providers and
merchants keeping in mind the end goal to hold their long haul inclination and business." Marketing is dynamic: The requirements and needs of the client are evolving always.
Since the objective of marketing is to address client's issues and needs by outfitting them
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with the effective products which they need to purchase, in this manner, marketing must
likewise change continually to address those issues and needs.
Roles and responsibilities of marketing functions -
Illustration 1: Marketing functions
(Source: What is Market and discuss the Main Functions of Marketing, 2011)
Market research – This marketing function is used for making effective decisions
towards components of marketing mix. In addition to this, research is carried out for determining
individual's needs, taste, preferences and interests, paying capacities, economic position as well
as the effectiveness of certain advertisements (Dibb and Simkin, 2013). In Cadbury, data is
collected from market, then tabulated, codified, assessed and presented to reveal that what
customers' will purchase and how much they are able to pay for it. Marketing managers and
executives have a vital role in research processes.
Financing – It will be become quite difficult to perform all activities due to the lack of
availability of sufficient finance. Money is the lubricant which makes easier marketing
competition because modern marketing requires wide range of new and innovative resources;
and for the same proper finance is also required. Along with this, finance also involves decisions
regarding marketing activities, getting sufficient funds and rendering financial assistance to
buyers; it results they will be enable to purchase products and services of the firm.
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Pricing – It is extremely important function of marketing which has a direct impact on
firm's sales and profitability. Thus, when deciding pricing of products it is essential for marketers
to keep several factors in mind, i.e. production cost, customers' demand, paying capacity of
customers, competitors' strategy and profit margins (Gordon, 2012). Although, price knits
together the components of marketing mix and pays for their respective contribution.
Promotion – In this aura of intense competition, promotion or advertising are becoming
one of the important or inbuilt part of marketing. It aids marketers to make consumers aware
about their offerings and make curious to purchase these products. Due to technological
advancement, there is an ample source of promotions can be acquired by firms in order to reach
large group of customers in a certain time period. Cadbury uses social media sites and internet
websites in order to promote itself at global level.
Channels of distribution – Bringing a buyer and a seller together and facilitate their
transaction is an essence of merchandising process. Although, distribution channels are an
integral part of marketing department that is designed from social and cultural patterns to makes
easier transactions (Hair and et. al., 2012). Multinational business associations use different
forms to distribute their products and services, i.e. retailers, whole sellers, supermarkets,
departmental stores etc. Some organisations prefer to sell direct in market with a motive to gain
high competitive edge. At this time numerous factors must be considered, such as – perishability,
product's price, weight, quality, and so on.
Product designing and development – In this over dynamic environment, it is
fundamental for marketing professionals to provide unique or adequate products to their
customers so as to retain them for long term period. While designing a product, it must be
ensured by firms that their goods are new for market and able to satisfy the needs of buyers in
the best possible manner. Although, if a business has more innovative and effective product then
it will easily obtain high cutting edge and increase its market share as well. Product designing
also insists with modifying existing products and launching a new one so as to achieve
company's goals and objectives.
Standardising and grading – it consists with detect the standard of a product's size,
colour, design, quality, raw materials etc. By doing this, management will attain homogeneity
and flexibility in their production (Hansson, Wrangmo and Solberg Søilen, 2013). Apart from
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this, grading entails classification of products on certain features; it has a vast impact on pricing
decisions of the company as well.
P2 How roles and responsibilities of marketing are interrelated with wider organisational context
In this modern era, it is essential for business organisations to work with proper
collaboration so as to bring a healthy organisational cultural. It helps in improving decision
making process of the firm so as to grab better future opportunities. In multinational business
organisations, marketing departments work with other units so as to improve their efficiency and
effectiveness. Following are the main units which has an interrelation with marketing
department, such as - Finance department – Finance is pillar for business entities, effective culmination
working activities and tasks is heavily depend on the availability of adequate funds and
financial sources. The finance manager of the firm prepares annual budget and look out
all cash inflows and outflows within organisation. By considering marketing, finance
department also formulate a budget which describes the amount which will be spend on
advertising or promotional activities of the company (Jain, 2013). Along with this, the
department also attracts others so as to invest in products and services of the firm; it will
enhance market share of Cadbury in a certain time period. Human resource department – Competition of marketing activities require wide range of
human resources who have ability to do all working tasks. In this relation, the human
resource department of the firm provides proper guidance to employees in order to
complete working activities. It is the responsibility of HR managers to organise training
and development activities; in context of marketing such events are organised to improve
communication and inter personal skills of marketers; it results they will be able to
interact with target and potential customers to influence them to purchase products and
services of the firm. Customer service department – The department has a significant role in functioning of
marketing activities. The customer service executives provides information about new
offerings of the firm, discounts and future marketing strategies of the firm. They also
focuses on building strong public relations which will put positive impact on firm's
growth and survival. After and before purchasing, several problems are faced by
customers; in this respect customer service department provides proper guidance to
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customers (Khan, 2014). They also takes individuals' feedbacks or reviews and consider
them in future. It also increases sales, for instance – after detecting buyers' inquiry,
employees tries to sell them some unique and upgraded products as per their needs and
wants. Research and development department – An organisation's research department plays a
significant role in product's life cycle or generating a new product. While conducting a
research , management get information about market trends, customers' preferences,
competitors prices etc. it will help them to take imperative business decisions. At the time
of creating a new product, R & D department conducts a study regrading identifying
product specifications, cost, time and other factors. Recently, Cadbury has invested large
amount in research and development activities and introduced its Bournville factory. It
involves a new innovation lab, a collaboration kitchen and a pilot plant factory.
 Production and operation department – The operational unit of the firm is liable for
converting inputs into outputs by using a chain of production process. In Cadbury,
operational manager ensure about the availability of raw materials so as to made finished
goods adequately. The person also responsible that work is done in proper manner and
they also supervise all working activities and processes (Ko, Hwang and Kim, 2013). In
context of marketing, if the quality products is efficient then it increases sales and build
customers' trust towards the brand.
TASK 2
P3 Marketing mix of two different organisations
The umbrella of marketing mix is capture seven elements, i.e. product, price, place,
promotion, physical evidence, people and process. All these components should be covered in
marketing plan of the company so as to raise sales and profitability in a certain time period.
Basic Cadbury Mars
Product The product portfolio of Cadbury is quite
large and management make it count. Its
products are classified on the basis of
seasons and also varied as per the
demand in every region (Larashati, H.,
Mars is primarily known for
confectionery products, but it has
owned six segments, i.e. chocolates,
wrigley, petcare, drinks, food and
symbioscience. In every segment, the
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Hudrasyah, and Chandra, 2012). The
firm has set different standards of
different products. Cadbury is not only a
dealer of chocolates but also deals in
beverages.
Recently, the firm is ventured into ice
cream segmentation and biscuits. The
main products of Cadbury are –
Bournville, dairy milk, caramel, five star,
perk, oreo, black current mini rolls, fruit
sundae, Dairy milk fruit & nut, Brunch
hazelnut, turkish, Freddo, Crackle,
Cadbury puddles mint etc. Its another
innovation Halls as a mouth freshener it
also work as a remedy while winter.
Although, the firm is having products for
each age group of people and this is the
main reason behind its growth and
success.
brand carries wide product line. For
instance – in its chocolate
segmentation it offers over 29 brands,
such as – Twix Candy, Snickers, Dove,
M&M's Galaxy etc. Thus, it can be
said that Mars is a global leader in its
pet care segment as it provides healthy
and qualitative products for pet care,
like – Pedigree, Ceser, Nutro etc.
Apart from this, in context of
Symbioscience; its a kind of research
and development platform. In which
the firm has hired scientists across the
world who works to protect cocoa
flavanols.
Price Quality comes with price as most of the
products of Cadbury remain quantitative
as this the reason, its chocolates are quite
expensive, i.e. Bournville, Silk, Brunch
hazelnut. Apart from this, the firm is also
have low prices products, like – dairy
milk, five star, perk. Thus, the pricing
policy of the company is based on market
competition, packages and demand of
products. The brand strategically put the
prices of products in order to meet
As the brand has diversified business,
thus its each segmentation provides
mid premium pricing strategy because
its heavily targets business class
customers, i.e. upper and upper middle
class people.
Along with this, the organisation
allows its all segments to set prices as
per market demand (Lee and et., al.,
2013).
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desires of target market.
Furthermore, constant marketing of
products also help Cadbury to arrive
people have diverse taste and provide
friendliness of the purse. Although,
prices of health drinks, i.e. bournvita also
keep by considering target audiences.
Place Products of Cadbury are available over
the world; the firm is having a great
distribution channel which helps it to
make global market presence. The main
focused of marketing strategy of the firm
is to improve client base by providing
them qualitative and value added
products (Lee and Walsh, 2011). At
present, the firm is presented across 200
countries and its headquarters are in
London; it represents that firm is having
wide range of distribution channel which
helps firm to reach wide range of clients.
In other words, it has an intensive policy
for distribution of goods and services and
thus has generated expeditious
transportation chain.
The good point about Mars is it ain't
have headquarters in single country.
On the basis of each segments, the
organisation's headquarters are located
in different countries. For example –
the pet care segment is headquartered
in Brussels whereas chocolates is in
New Jersy.
Beside this, Mars has a robust
distribution channel through which it
can easily reach numerous customers
Promotion In order to promote itself at global level,
the confectionery brand is using digital
marketing strategies, i.e. e-mails, social
media sites, internet, pay per click
advertisings etc. Beside this, it also uses
television, radio, posters, newspapers so
In order to positioned and branded
itself, Mars has acquired a tag line, i.e.
A Mars in a day helps you in rest, play
and work. It shows that firm is
providing healthy and energy provider
products.
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as to promote itself between customers
(Malhotra, Birks and Wills, 2013).
Apart from this, promotional activities
of the company involves online and
offline both advertisements. It uses
televisions, radio, newspapers, social
media channels and websites so
promote itself worldwide.
Physical
evidence
It is known as a material part of a service.
Physical evidence of Cadbury can be
described as per the viewpoints of
customers, their feedbacks as well as
regular high score in shoppers' survey
(Ogunmokun and Tang, 2012). The brand
presents itself with two glasses of milk
which stated that Cadbury deliver
healthier products and chocolates for its
customers.
It involves how well customers are
treated by staff members, how much
people have to wait and a cover letter
of assurance firm (Mummalaneni,
2014). Basically, Mars chocolates are
sell in paper cover packages by having
its logo.
People As a customer oriented firm, Cadbury is
always focused on providing qualitative
and tasteful products to its target
audiences. For this purpose, it always
conduct a marketing research so as to
know customers' desires and trying to
fulfil in the best possible manner.
The brand also gives attractive discounts
and offers to customers while festive
seasons to attract them for purchasing
chocolates and other beverages.
Mars is fully concentrate needs and
wants of its customers but it is also
focused on providing positive working
environment to employees. It hire well
skilled staff members and provide them
timely training as they can produced in
better manner.
Process The firm is following a systematic
process in order to manufacture products
and services (Opute, Dedoussis and
An efficient customer service is rely
upon customers' experience of that
specific brand; for this Mars have well
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Tzokas, 2011). It organise several
programmes so as to interact with
customers and show them the entire
process of production of chocolates and
other beverages; it builds customers' trust
towards the company.
designed methods.
The brand also disclose its production
process on its websites as people can
see it by a single click.
TASK 3
P4 Produce a basic marketing plan for Cadbury
Marketing plan – The conception of marketing planning is to develop products and
services in businesses which are able to meet needs of target market. An adequate marketing plan
supports to arrive large number of customers and inform them why products of the firm are
better than its rivals. It often requires appropriate funds and assists to set clear and realistic goals
and objectives of the business. Along with this, marketing planning also describes roles and
responsibilities of employees as they can work accordingly in order to attain firm's goals and
objectives. Below is defined marketing planning process of Cadbury: -
Introduction of the company – Cadbury is a world's second largest leader in
confectionery industry; it has command over 60% chocolate market over the world. The firm has
extended its business through organise and acquisition led growth. In 2016, the global market
share of the firm was 14% by having annual revenue of $70 millions. Cadbury has occupied
70000+ people and work with more than 50000 suppliers globally. The brand manufacturers
markets and then sells effective brand which gives a delicilous taste to people.
Goals and objectives – The strategic goal of the firm between 2011 to 2015 is to increase
its market share with improving revenue growth 4 to 6% annually. The vision statement of the
company is to become world's leading confectionery company by improving customers'
satisfaction level (Rollins, Nickell and Ennis, 2014). Apart from this, the mission statement of
the company is to provide quality added products to people as they can attain and retain with the
brand for long term period.
Situational analysis – The analysis can be done through SWOT analysis.
SWOT analysis of the Cadbury
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Strength Weaknesses
 Cadbury has a wide global presence in
confectionery market over 60 countries.
 The brand value of the company is
strong that is enough to complete with
external rivals and helps in gaining
high cutting edge.
 Cadbury has effective brand loyalty as
customers' usually prefer to eat Dairy
Milk when they think about chocolate.
 Major weakness of Cadbury is very
high impact often competitors.
 Highly depend on confectionery market
Opportunities Threats
 The confectionary market is growing
around 5% per year which could be
beneficial for Cadbury.
 Introduction of new technology in
chocolate industry will fetch to produce
more exotic flavours.
 Price wars between competitors
 Political condition of the country.
Target market segmentation – Cadbury has targeted wide range of people from children
to adults, i.e. 5 to 50 age group. The main target of the firm is female as they are more chocolate
lovers rather than men. For this purpose, the firm uses various marketing campaigns in order to
attract its target audiences and retain their interest for long term period (Tariq, 2013).
Identification of marketing strategies – After targeting customers, marketers are
required to determine an adequate market strategy which will ensure high market growth and
success of the company. In this relation, Cadbury is following Marketing mix as a marketing
strategy; it will aids in obtaining high market growth to the company. It involves four main
elements, such as – product, price, place and promotion; all these elements are being considered
by management while developing a marketing plan. Apart from this, joint ventures and strategic
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alliances strategies can be also acquired by Cadbury in order to set up business in foreign
countries.
Formulation of marketing budget – The organisation has an abundant amount of
marketing budget and as it spends highly in conducting marketing or advertising campaigns.
Basically, the firm is emphasised to introduce advertises seasonally to cater masses. Following is
expressed marketing budget of Cadbury: -
Particulars Amount
Initial money 15000
Investment 14200
Total 29200
Marketing expenditures
Advertisement 5000
sales promotion 2000
Direct marketing 3000
Total 10000
Available balance 19200
Allocation of resources – In this stage, marketers allocate certain necessary resources in
order to create value for products. There are several resources which are required in completion
of marketing plan, such as – financial resources, physical resources, technological resources,
human resources etc. In context of financial resources, there is an enhancement of 30% in overall
cash balance as well as increment in shareholders and working capital of the firm. Apart from
this, by considering technological resources Cadbury has started A Chocolate centre of
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excellence in past years for the motive of research and development (Wirtz, 2012). The firm is
following decentralising system in its organisational structure so as to manage human resources
in an effective manner.
Execution of the plan – Now management is ready to implement the plan but before
this, it is required for them to consult the plan with overall workforce. Here, employees give
necessary suggestion to marketers so as to make modifications in specific areas. It helps in
improving effectiveness of the marketing plan. Thus, the overall get executed within organisation
and employees are ordered to follow all stages systematically. Although, marketing managers of
Cadbury should monitor the plan so as to ensure that all activities and tasks are done in proper
manner,
CONCLUSION
As per the above discussion, it is comprehend that marketing plays a vital role in growth
and success of every business organisation; its helps management to promote their products and
services in market and grab better future opportunities. It is the responsibility of marketing
department to determine customers' taste and interest before launching any new product in
market. The report has stated there are several marketing functions, such as – pricing, financing,
risk taking, transportation etc. In order to accomplish firm's goals and objectives, it is essential
for marketing department of Cadbury to work together with other departments as well. In
addition to this, marketing mix tactics is used by companies so as to put right product at right
place and enhance sales and profitability. Furthermore, marketing plan is prepared by companies
in order to achieve organisational goals and objectives in a certain time period.
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Online
What is Market and discuss the Main Functions of Marketing, 2011. [Online]. Available through:
<http://studypoints.blogspot.in/2011/03/what-is-market-and-discuss-main_5273.html>.
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