Healthcare Marketing Essentials

This assignment focuses on the fundamentals of healthcare marketing, drawing from various sources such as 'Marketing Essentials' by Brassington and Pettitt, and 'Essentials of Services Marketing' by Wirtz. Students will explore topics like market research, segmentation, targeting, positioning, marketing strategy, and digital marketing in the context of healthcare services. The assignment aims to provide a comprehensive understanding of how marketing principles apply to the unique healthcare industry.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Role and responsibilities of marketing function .............................................................1
M.1 Role and responsibilities of marketing...........................................................................3
P.2 Role and responsibilities of marketing related with wider organizational context..........3
M.2 Importance of interrelationship between marketing functions.......................................5
D.1 Key elements of marketing function ..............................................................................5
TASK 2 ...........................................................................................................................................6
P.3 Application of marketing mix to marketing planning by various organizations..............6
M.3 Different tactics applied by the firm.............................................................................10
D.2 Marketing mix to accomplish objectives.......................................................................10
P.4 Evaluation of marketing plan of Cadbury......................................................................10
M.4 Marketing plan for Cadbury..........................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is selling of goods and services by seller to various people. It creates goods
according to demand and requirements of all users. Thus it can deliver good quality of products
to customers and thus it can satisfy needs and wants of consumers. Hence it can also create good
and strong relationship with the customers (Berkowitz, 2016). Thus it can easily expand and
diversify business. Through this it can maintain good and strong position in minds of all users
and in market. Report describes about Cadbury which is a confectionery industry. It was found
in 1824 in U.K. Assignment describes about the role of marketing and their relationship with
other functional units. Comparison of marketing mix of organization to accomplish the business
objectives. It further explains about the different examples to show that negative and positive
impact macro environment on business operations.
TASK 1
P.1 Role and responsibilities of marketing function
Marketing is selling of various items by seller to users. This it can communicate the
message to target audience (7 Functions of Marketing, 2017). It performs different functions
such as product, selling, pricing , promotion etc. Through this it can easily fulfil requirements of
people and this it can increases the satisfaction level of all users. So role and responsibility of
marketing in Cadbury are-
Product: Marketing manager evaluate current needs and wants of all consumers. It also
monitors the current trends in market. Thus it can create products according to needs and wants
all consumers. It can include various tangible and unique features in product so that they can
satisfy all requirements of all users. Through this it not only increases the satisfaction level of all
customers but also maintains strong relationship with users. Hence Cadbury can earn more
revenues. Through this it can also increase the market share. Thus it can also expand the
operations and activities different nations.
Selling and distribution: It is the important function of company. In this it can use various
techniques and tools to sell various products to various customers. Marketing manager evaluates
the market and thus it can choose cost effective method to sell various items. There are two
methods to sell products that is direct and indirect. Direct involve selling goods by
manufacturer to consumers (Blythe, 2012). In indirect, it involves various intermediaries through
which goods are sold to various users. Manufacturer can choose any method depending on the
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financial capacity. Manufacturer can evaluate demand of users and they can choose direct
channel as it is cheaper than indirect channel. Through this they can easily deliver goods
according to user's needs (Brassington and Pettitt, 2013).
Pricing: This is important component of marketing. Each company has to set such price
which can satisfy needs of all users. So marketing manager can set right price for all products so
that they can increase the satisfaction level of products. This also covers the cost of creating
product. Company can choose low price strategy or price premium to sell goods. It uses price
method according to needs and requirements of users. After evaluating the needs they set right
prices for all the products. This leads to increasing of customer satisfaction and earning of more
revenues. Hence they can easily increase the market share.
Promotion: Marketing manager evaluate customer needs and according choose a
promotional medium to promote various products. It can choose advertising or any other medium
to promote different products. It can use various communication tools such advertising,sales
promotion, publicity, direct marketing and other promotional tools so that they can easily
promote various products. Through these techniques they can easily attract many buyers and thus
they an easily gain more profits. Through these techniques can increase the motivation level of
all customers. This results in gaining attention of various customers and hence firm can easily
earn revenues. Hence they can easily expand and diversify the business. Thus they can maintain
positive image in front of all buyers.
Financing: Marketing manager evaluates the market and then create plans and strategies
so that they can collect various funds which is required in different activities an operations
related to the company. They can create policies to collect various resources which are required
in the firm. They can collect funds from banks, financial institution and from other sources. They
can choose any method according to financial capacity of firm. After collecting necessary funds
marketing manager can invest these funds in those activities and products which can generate
revenues for the firm. Hence as a result they can easily diversify and expand the business in
many nations.
Evaluating target market: Marketing manager can evaluate the target customers. Firstly it
segment the whole population on different criteria such as geographical, behavioural etc. After
this they can target a particular section of population. So hence they can monitor the needs of a
section and then it can create different goods according to their requirements (Cavusgil and et.
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al., 2014). Thus through their plans and policies they can satisfy and fulfil all demand of target
users. This helps in generation of more profits and through this they can also enhance their
market share. Hence they can maintain strong relationship with many customers. Through this
they can easily expand their operations in different countries (Cooper, 2013).
MIS (Marketing information system): Marketing information system is a technique in
which it collects various information related to customers,evaluate their behaviour etc. Then after
monitoring their needs they collects this information in the yr system. This helps them in taking
various decisions. Thus as a result they can take decisions in producing of superior quality of
goods. Through this collected data they can also increase the process of delivery of goods and
they can arrange for transportation and other logistics system. Thus it increase the efficiency in
all other processes and methods of selling goods to various goods to users. Hence it can increase
their satisfaction level of all users and firm can generate more revenues.
M.1 Role and responsibilities of marketing
There are different roles and responsibilities of marketing which helps the marketing
manager to sell goods to various users. Marketing manager plays a different role in various
functions of marketing such as product, selling and distribution, pricing, promotion and
financing, evaluating the target market and MIS(Marketing information system
). Through all these functions seller can produce and sell goods according to needs and
requirements of all users. Thus they can generate more profits and they can easily increase the
market share. They can also maintain brand equity in firm as manager perform all function
related to marketing in the firm.
P.2 Role and responsibilities of marketing related with wider organizational context
There are different roles and responsibilities of marketing. Marketing helps other
department so that they can perform better. This helps other departments to efficiently run their
activities and tasks. This help firm to generate more profits. This also helps it to enhance the
market share. Hence it can easily widens the business in many countries. So relationship between
marketing with other departments in Cadbury are:
Marketing and finance: Marketing helps other departments in different activities which is
related with collecting of funds. Marketing helps in forecasting and evaluating different factors
such as cash required in various activities. They also evaluate capital requirement and financing
needs of business (Jones and Rowley, 2011). They can also tell this information and data to
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finance department. They can control and monitor activities and task which helps finance section
to manage tasks and to generate more profits. Through information and data collected from
marketing department they can determine and select cheapest sources of finance and thus they
can easily raise the capital which is required in the business. They can also determine the cash
which is required in activities (Lilly, 2013). Hence as a result they can invest huge money in
those activities and tasks which can generate more revenues and profits for the company.
Marketing and production: Marketing helps production department through various pans
and policies. Marketing helps in evaluating the market and thus they can give different
information to the production department. They can monitor the needs and requirements of all
customers. Hence after evaluating their needs they can give this information to production
department. After monitoring their needs they can easily produce goods according to choice of
users. Then they can produce good quality of goods and they can increase their production
processes. They also use different tool to produce goods. Hence as a result they can deliver
superior quality of goods. This helps in increasing the production efficiency of various process
and methods. Hence can increase the level of pleasure and satisfaction among all buyers. This
helps in expansion of activities of Cadbury (Wieser, 2012).
Marketing and procurement: Marketing helps in procurement department in various ways. They
evaluate different sources of finance. They also monitors good supply of resources which are
required in the company. So hence marketing gives full information regarding the supplier
which charges low prices for all the products. This supplier gives good quality raw material and
other resources which can give tough competition to other firms. Hence a a result company can
choose cheapest supplier who can produce good quality of raw materials. This helps procurement
department in producing good and superior quality of goods. Thus they can increases the
pleasure level of all users. This not only satisfy all needs of buyers but this also helps in
maintaining strong relationship with all users. This also helps them in expansion and
diversification of Cadbury in many nations.
Marketing and research and development: Marketing helps in evaluating the market. It
can monitor needs of all customers. Marketing manager can determine different technologies and
tools so that they can produce superior quality of products. This information related to new and
advanced technologies and creation of product which can generate more profits. Through this
collected information and data research and development department can use of advanced
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technologies to new products (Malhotra, Birks and Wills, 2013). Thus they can generate more
revenues. Hence as a result they can easily give strong competition to other firms and can
diversify the business. Thus as a result they can maintain good reputation in market and in front
all people living in various countries. Hence they can easily diversify itself and can also maintain
brand equity in the company (Mihart, 2012).
Marketing and personnel: Marketing helps in evaluating different personnel requirements
in the company. Thus they had done research for firm and try to search people who are working
in the company. Hence then only they can determine the remaining employees who can be
recruited in the firm. Hence marketing can evaluate the job description of existing employees
and then evaluate the overall performance of workers. Through this they can determine training
needs of all workers. Thus they can organize the training needs and organize training for all the
employees. As a result they can increase the skills and knowledge of staff members. Thus as a
result they can generate more revenues by giving appropriate training to all employees.
M.2 Importance of interrelationship between marketing functions
Marketing assists other department such finance
,personnel,research and development and procurement etc. Through this it can increase
efficiency and effectiveness of all departments (Wirtz, Chew, and Lovelock, 2013). Thus they
can function smoothly and successfully. Hence as a result they can give good results and this can
also increase in maintaining the coordination level of all employees. Through proper
coordination and cooperation they can give superior results and they can producer good quality
of products which can result in increasing of customer satisfaction.
D.1 Key elements of marketing function
Marketing function has different benefits such as planning, creating different policies and
research and etc. Through these elements they can effectively perform all activities and
operations. Marketing can create relationship with other departments such as finance, personnel,
research and procurement and production etc (Papasolomou and Melanthiou, 2012). Through
marketing these departments can create good quality of products and it also increases the
efficiency and effectiveness in all activities in operations. Thus as a result it can direct improves
the effectiveness level of each activities. Through this they can better and superior goods to
various users and this can increase the satisfaction level of all users.
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TASK 2
P.3 Application of marketing mix to marketing planning by various organizations
There is application of marketing mix in the organization. Marketing mix is the product,
price, place and promotion, people, process and physical evidence etc. Through this company
can easily promote different products to various users (Peter and Donnelly, 2011). Hence
company can easily promote various products. Through this it can fulfil requirements of all
people. Thus as a result it can maintain good image and position in the market. Through
marketing mix the marketer can sell different products at right price to various users. It can also
apply good promotional tool so that they can easily promote different products to buyers. Hence
they can deliver good quality of items to users and this leads to increasing of customer
satisfaction. Following is the comparison of marketing mix of Cadbury and Hersheys:
Basis Cadbury Hersheys
Product Cadbury delivers different and
variety of products to various
customers and it can easily
satisfy the users. For example
dairy milk, perk, five star and
bournville, Oreo etc. It also
delivers the product such as
Bournvita who is market
leader in beverages sector.
Through delivery of all these
items it can satisfy and fulfil
all needs and requirements of
all users. Thus it can easily
lead to increasing of profits.
Hence it can start its
operations and activities in
seven continents.
It offers variety of chocolates
and sweet syrup and it is the
popular brand in the market. It
offers variety of products
which have different size and
different and unique features.
Hence as a result it can
maintain good image in front
of all people. It also performs
innovation in different
products. Products are very
healthy and tasty specially for
children.
Price There are different products It only uses one pricing
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whose price is charged high by
the seller. It contain products
such as Bournvitta and other
products such as eclairs and
five stars which requires
maximum efforts by the
company. This helps the firm
in promotion of different
products. Cadbury delivers
high quality of materials and
thus it charges low price for
all the products. It charges
different prices for various
items. It completely depends
on user who want to purchase
the product. Sometimes they
use premium brand and in
some products they use
premium pricing of all the
products. Hence it leads to
increase in satisfaction of
many people.
strategy which is a premium
pricing strategy in which it can
charges hug prices for all the
products. Its target customer is
upper middle class family.
Hence as a result they can
charge $10 for all the products.
Through charging of high
prices it can attract many users.
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Place It uses many distribution
channel to distribute the
products. Hence it uses
particular distribution channel
in which it can use channel
which helps in providing
products to urban as well as
rural areas. It can easily
distribute products in these
areas. It has weak position in
rural areas. It has performed
its operations in 200 countries.
Thus as a result they can
maintain strong position in
market. Distribution costs of
products is high. It has
maintained good image in
market as well as in front of
all buyers.
These products are available in
many small grocery stores.
Persons can purchase the
products from different
machines and online stores. It
has a good and efficient
distribution which helps in
distributing products in many
countries. So it can easily
distribute the products in many
countries. They can distribute
products in cities which can
cover urban areas and other
regions.
Promotion It uses different medium for
different products. For
example in bournville
products it try to show that the
person who purchase the
product they not only
purchases it but they can earn
it. It has created different and
unique position in the minds
of all customers. Cadbuiry can
be gives gifts to all users.
Bournvitta is health beverage.
Hersheys carry and performs
different functions such as T.V.
,magazines and billboards etc.
Hence as a result they can
deliver the tasty and good
quality of chocolates to the
firm. They want to distribute
products such as milk booster
in which it can easily maintain
strong position in minds of all
children.
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It uses BTL and ATL in
which BTL is a very effective
method. So hence all persons
purchase different products.
They use both techniques to
attract many customers. Hence
as a result they can easily
attract many consumers. Thus
they can generate more profits.
People Employees helps the firm in
accomplishing the objectives
and gaols. They can use
various skills and knowledge
so that they can create unique
and innovative ideas. Through
this they can get success in the
company.
Hersheys has skilled
employees so that they can
deliver good quality of al
products. They can perform
innovation in all the products
and they can also offer
different items to various users.
Process It uses effective and efficient
method to produce and create
the products. Through this it
can save time of for to deliver
the product. Hence they can
earn more revenues.
It uses different steps to
manufacture and create the
chocolates. Hence as a result
they can easily create various
products.
Physical evidence Cadbury collect different
information and data related to
various users. As a result they
can offer good quality of
products to various users.
They can deliver good
products according to their
It put different efforts so that it
can sell variety of products to
all users. Thus as a result it can
create and deliver good quality
of products.
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convenience.
M.3 Different tactics applied by the firm
Tactics are the plans and policies through which it can accomplish different goals and objectives
of the firm. Hence as a result they can create different goods (Shaw and Director, 2012) .
Cadbury uses different tactics such as it creates different products and it can uses different
pricing strategy so that it can create and deliver variety of goods to all users. It charges different
prices from all consumers and it uses different distribution channel so that it can deliver goods to
urban as well as in rural areas. Thus helps the firm to reach in many areas. Thus it can earn more
profits.
D.2 Marketing mix to accomplish objectives
There is application of marketing mix in which it uses various techniques to accomplish
goals. It can use product, price, place and promotion, people and other elements. Through these
elements firm can promote different products to various users (Wirtz,2012). Thus it can maintain
unique position in market. It can create product in different manner and can charge different
prices for all products from all users. They can use various employees who can put various skills
in performing work. Thus it can earn more revenues.
P.4 Evaluation of marketing plan of Cadbury
Marketing plan: It is crucial part of the company. Marketing plan are the tactics and
strategies so that they can easily produce the product. Hence it can use various strategies to beat
the competitor (How to Create a Marketing Plan, 2013).
Overview of the company: Cadbury is the company which produces different variety of
products and items. It uses different variety of goods and products. Hence as a result it can
deliver good quality of products to various users. Hence as a result they can maintain unique
position in the market.
Vision and mission: It is vision is to maintain good image in the market. Hence as a result
hey can deliver good quality of products to users. It also give direction to staff members for
performing all activities.
Objectives: It's main goal is to become market leader of chocolates and to become
famous in all countries.
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Budget: Main duty of manager is to create different budget for all expenses and revenues.
Hence as a result they can create different products (Silver and et. al., 2012). It has a budget of
300000 crore. Cadbury can spend money on 30000 on manufacturing, 60000 on operational
activities and tasks, 20000 on distribution and 80000 on promotional activities.
Competitors: It main competitors include Mars, Hershey and Nestle etc. So hence it has
to create different strategies and plans to beat the rivals.
SWOT analysis: SWOT analysis is the analysis of strengths,weakness, opportunity and
threats of a company. Through this they can identify the strengths and they can improve the
weakness. They can also grasp different opportunity to all members and can remove threats from
members.
Strength
 Cadbury sells different variety of
chocolates to various users. For
example ice creams and other deserts
etc.
 Use of advances and new techniques in
the company so that it can produce
good quality of products and items.
 It uses different methods of quality of
control and other activities and issuers
related to production. Thus it can create
different products and items for all
users.
Weakness
 It creates product but the items are not
purchased by people in winter or rainy
season. Thus it ledas to reducing the
sales.
 It has not much skilled and
knowledgable person. Due to this it
cannot produce products according to
the needs and wants of all people.
Threats
 There are different uncontrollably
circumstances such as floods,
earthquake and famines. In this
situations it cannot create products.
 There is huge expenses are involved in
loading the plant and they cannot work
Opportunities
 There is an opportunity to expand and
diversify itself in many countries as
demand of ice cream is increasing now
a days.
 It involves low costs of labour.
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properly according to different
requirements.
PESTEL analysis: PESTEL analysis include different factors which can affect the company. It
includes:
Political: It includes different factors such as Govt has created different various rulers and
regulations such as obesity etc. So hence as a result they can create products which have no sugar
(Wirtz, 2012).
Economic: As there is weak pound then the company can buy Cadbury at lower prices
and it can borrow loans at lesser interest rate. Due to this also it can easily increase the sales.
Social: Through evaluating different need and wants of various consumers. They had
created small bars which had no sugar level. Thus it give many benefits to people.
Technological: Through evaluating marketing needs and wants, Cadbury is using various
advanced technologies and tools such as Facebook, and other social media techniques. Thus it
ca easily capture many consumers.
Environmental: Cadbury uses carbon footprints and other techniques such as cocoa beans
etc. Through this they can easily attract many consumers.
Legal: There are differer health laws so that they can produce different goods according to needs
and convenience of all users. It has tries to reduce calories in various products.
STP(Segmentation,targetting and positioning)
Segmentation: It has segmented the whole population on different criteria such as behavioural,
behavioural and other criteria etc. They are divided population on different such as psychological
basis.
Targetting: It is mainly targeted to families and children.
Positioning: It has maintained strong image in national and international. Through good quality
of products it had maintained good image in market (Wirtz, Chew and Lovelock, 2013).
Control and monitoring: At end there is evaluation and controlling of marketing
activities. It tries to reduce the extra expenses so that they can generate more revenues. Through
this different activities and tasks there can be controlling and monitoring of various activities.
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M.4 Marketing plan for Cadbury
Through SWOT and PESTLE it can create effectively distribute goods and services.
Hence it can evaluate different techniques and tools so that they can promote various products.
Through this manager can monitor recent trends and can take different decisions in the market.
CONCLUSION
From above report it can be concluded that marketing is very crucial in the company.
Various role and responsibility of marketing are performed in company such a related to price
and product. Through this they can easily produce goods and services. Comparison of marketing
mix of two organizations to accomplish the goals. Developing a marketing plan so that product
can be promoted in a better and efficient manner.
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REFERENCES
Books and Journals
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Brassington, F. and Pettitt, S., 2013. Essential of marketing.
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Lilly, M. C., 2014. Content marketing essentials for small business. London: Create Space
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Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
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How to Create a Marketing Plan. 2013. Available through:
<https://www.entrepreneur.com/article/43018>.
7 Functions of Marketing, 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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