Marketing Mix Impact on Customer Satisfaction

The assignment analyzes the effect of the seven Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) of the marketing mix on customer satisfaction and repurchase intention in the context of air freight. It examines relevant literature and theories to understand the relationship between these elements and customer behavior. The study aims to provide insights into how airlines can effectively leverage the 7Ps to enhance customer satisfaction and drive repeat business.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibilities of marketing functions............................................................1
P2 Explaining the relation of how roles and responsibilities of marketing are connected to
firm ........................................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process....................................................................................................7
P4 Developing and evaluating the marketing plan for the organisation..............................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the process by which goods and services move to customers. Promotion is
an essential part of every business organisation as it helps in achieving the business goals and
objectives. It helps in promoting the products of the organisation. Marketing essential helps to
understand basic concepts and trends of modern marketing. It helps in promoting, targeting
customers and branding the products. Cadbury is multinational organisation headquartered in
Uxbridge, London, United Kingdom. IT is providing its services in 50 countries of the world
(Ahmed, Kristal and Pagell, 2014). The organisation is famous for its products like Dairy milk
chocolates, confectionery products and Crème eggs. It has employed 71,657 employees and it
has secured position in the world's confectionery brands. In this report, the main tasks covered
are as follows:
 Roles and responsibilities of marketing functions
 Relation of these roles and responsibilities of market with the organisation.
 Comparison of different methods applied by various firms to marketing planning by
using marketing mix.
 Production and evaluation of marketing plan for the organisation is discussed.
P1 Roles and responsibilities of marketing functions
Marketing functions are very necessary in making market plans, and researching the
business strategies, product development etc. It also looks after promotion, customers service,
sales and consumer relations. This function helps Cadbury to increase its sale and by providing
the best quality of products (Akbar and et.al., 2017). It also helps in deciding the price of
products so that they can increase their sale and attract more customers. Seven essential
marketing functions are describing as follows:
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Marketing information management:
This marketing function manages the customer's information about what changes they
want to make in business decisions. Cadbury determines the views and decisions which they
want to change or improve about the products of the organisation. The organisation conducts
various surveys and make many reports analysing the choice, taste and trends of the customers.
For this they regularly check the reviews and comments of their users to fulfil their needs by
modifying their product according to their needs (Babinand Zikmund 2015). The organisation
also takes the opinions of their clients so that they can make the effective goods and services.
Financing:
Financing function helps in budgeting the marketing functions, giving financial help to
their customers and gaining the funds for regulating the marketing operations. The main role of
Cadbury authority is to arrange money by taking loans or from investors. Further, this
organisation has made strategy which will help them to make money. It encourages its clients to
purchase their products by providing loans and financial help. The main aim of the organisation
2
Illustration 1: Seven marketing functions
(Source:Introduction to marketing, 2015)

is to make money, provide loans and personal income so that they can influence the customer's
which help them to make more money.
Product or service management:
Product and service management helps to manufacture, design and improve the services
of the products so that demands of consumers can be fulfilled on time. After setting the goal and
determining the target market, the performance of Cadbury increases automatically. Setting the
price of products will help in achieving the goals efficiently (Baker and Saren, 2016). In order to
achieve the customer's satisfaction, they are listening to the complaints and their problems and
trying to fulfil their needs and wants of them. This will help the company to keep their product
up to date according to the requirements of their clients.
Pricing:
Pricing function helps to decide the price of the products which are provided to the
customers. Proper pricing will increase the customer's confidence towards to their products.
Deciding appropriate price is very great challenge for Cadbury because if company sets high
price of the products and goods then it will have risk of losing its customers. On the other hand,
if company sets low costs of its branded products then it has to suffer loss. Proper pricing can be
set by hit and trial methods (Carayannis Sindakis and Walter, 2015). Further, this marketing
function assists the company to analyse the overall cost and price after including all tax,
transportation and other expenses.
Physical distribution:
Physical distribution marketing function helps in managing the goods and services which
will be provided to the customers. It also helps in guiding how products will be supplied to the
company which they want to sell their consumers. It helps in supplying the products properly to
the customer's location. It must be available to them at right place, quantity and time so that do
not have to face any problem. Distribution must be easily accessible to the customers in order to
satisfy users and is essential to make money.
Promotion:
In order to attract more number of customers, it is very essential for Cadbury to promote
their products effectively. Company can promote its products by advertising it on social media
websites and by making posters and banners in all areas of the country. Further, promotion of
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goods and services plays an important role in awaking the people about new products and their
features (Cronin, 2015). It also helps the organisation to increase its revenue. Advertisements are
essential to attract new customers and gaining back the trust of old consumers. Cadbury has
promoted its products with the help of Facebook, twitter and other sites and traditional media
like newspapers, radios and emails.
Selling:
Selling is the last step of seven marketing function. It involves the sale and marketing of
the products. Selling can be done only when Cadbury analyse the demands and needs of their
customers which will help the organisation to make product according to customers’
requirements. It involves communication of the products with the customers to increase their
sale. The selling function of marketing includes personal selling, promotion and maintenance of
public relationships.
It can be said that roles and responsibilities of each marketing function is very necessary
to understand so that overall performance of the organisation can be increased. All these
functions assist Cadbury to understand choice, taste, trends and requirements of their customers.
It helps in achieving the long-term objectives and increasing revenue of the organisation
(Dawson, 2014). Further, employees and top authority of Cadbury to assess the customers
reviews and feedbacks to improve their performance and provide them the best products and
customer services. It will also help them to know their weaknesses and allow them to improve it
which in turn results in increase of their sale in the market.
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P2 Explaining the relation of how roles and responsibilities of marketing are connected to firm
There are different ways by which marketing functions can be liked to organisational
activities some of which are defined as follows:
Fulfilment of social responsibilities:
Social responsibility of Cadbury is to fulfil the needs and demands of their customers
with loyalty and to promote their goods and services. They have to follow the rules and
regulation of the government so that they can maintain the legal issues. Further, the organisation
has to provide its products with low price so that all categories of the people can afford it. The
organisation has to make sure that their new product does not affect the life of the people.
Increase in satisfaction level of employees and customers:
In order to achieve success, it is very necessary for the organisation to take care their
employees by providing them suitable resources and wages. Cadbury has to provide proper pay
scale and training to their employees to increase their performance level. Further, customer
satisfaction is also necessary to achieve their trust towards their product. Customers satisfaction
can be achieved by providing them the best quality of products and services.
Optimum use of resources:
5
Illustration 2: Functional areas in business organisation
(Source:The role of business analytic in performance management, 2017 )

Cadbury has adopted various strategies to use the resources effectively in developing the
products. It is very important that all resources should be available to the employees on proper
time and with proper quantity. Availability of resources at proper time will be helpful while
working on new projects (De Vries, 2013). Further, the firm is working on maintaining the
quality of products by making efficient use of resources.
Increase in business scope of the organisation:
Marketing research helps to maintain the scope of Cadbury. It helps in diversifying the
business of the organisation and increase in revenues and profits. By investigating the choice,
and trends of the customers and providing them best customer service, it can increase its
productivity.
Production:
Production manager looks after design and manufacturing of the product. Cadbury has
built various stores in different countries to develop the products according to the demands of
their customers. Goal of production management is to provide the customers goods and services
on time with proper quantity (Filiatrault and Chebat, 2015). It involves planning of product and
provide different tools and machines to manufacture them.
Human resource management:
Human resource management is the term used to describe the management of employees
in the organisation. It looks after policies of employees and the firm for its smooth functioning.
Human resource management is responsible for selecting and hiring skilled employees. It also
gives training to the staff members which are facing problems in their work. These training helps
workers to know their weakness and assist them to increase their performance. The main role of
Cadbury managers is to provide motivation, appraisals, rewards to their employees on their best
performance (Galbraith, 2014). Human resource manager is responsible for building team spirit
which encourages the employees to increase their productivity.
Sales and Marketing:
Marketing department is responsible for promoting their products and analysing the
marketing trends. Managers determine the needs and demands of the customers. They further
decide the strategies for promoting their products. The marketing manager helps to determine the
strategies which the organisation has to follow to increase their productivity. Sales department
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look after the factors which help them to increase their sale. The selling department
communicates the price and different features of their new products to the customers so that they
can attract towards them (Hall, 2014). They also look after the price and tries to provide the
goods at reasonable price. Further, they are responsible for increasing the revenue of the
organisation as total profit margin of the company depends on sale of the product.
Research and development:
R & D department is responsible for making different research of the product before
implementing it in the market. It develops new and innovative ideas which helps it to make
product more effective. Further, it helps in investigating new technologies and building strong
products. Cadbury has made team for R & D department to research new ideas and test the
product before launching it to the market. It can be linked to the marketing and product
development efforts of the firm.
Accounting:
Accounting department handles all the budgeting related plans of the organisation. It
looks after the tax related issues and other financial issues. Further, the role of account manager
is to provide the funds for implementing new business strategies. It also makes relation with
banks and other investors which provides loans to Cadbury for developing their business.
Al these departments are interrelated to each other. For example, marketing department
has to consult accounting manager for launching its product with new promoting strategies. It
will give them idea of budget of Cadbury (Jeston and Nelis, 2014). Further, human resource
manager also has to ask the accounting manager before making any bonus and appraisal plans
for their employees. Marketing manager has to consult production management to know about
the product feature which will help them to communicate it to the customers. Further, all these
departments are responsible for increasing the productivity of the organisation as they determine
the needs and requirements of the customers and take responsibilities to satisfy the customers.
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process
Marketing mix is the plan of action where Cadbury promotes its products with the help of
various elements included product, promotion, price, place, people, politics, position, packaging
etc.
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Product:
It describes the product life cycle means the product is being launched, the response from
the market, the feedbacks from the consumers, the goodwill it generates and also the down fall of
the product which is declines and then again enters in the market with the innovative changes. It
should clearly be mentioned the nature of the product whether it is perishable or non perishable
and should have the balanced production and distribution as according to the demands (Jin, Kim
and Kim, 2015). The concern may not have the better strength in its beverage and snack products
but has a lion in the chocolate products like Bournvita, Five star, Perk, Dairy milk etc. due to the
quality of its products its has gain the reputation on the worldwide level.
Price:
The price is known to the cost occurred on the production and manufacturing of a product
and the buying capacity of people. Cadbury is using penetration pricing strategy in which first it
8
Illustration 3: 7 P's marketing mix
(Source:Understanding The Marketing Mix And The 4 P's, 2015)

sale it product at lower price then after making profit it increases its price. The price mechanism
should be made to advance the price strategy, tactics, discounts and payments are to be made
(Richards, 2017.). Cadbury has the favourable growth in the market due to its affordable prices
in its products. It has lowered the prices of the chocolates so it can easily be kept by the small
retailers and can delivered in the rural areas too.
Place:
The convenient place to the consumers from where they can easily access and purchase
the good. The retailers who are on the profitable locations were rewarded with extra commission
as they help in generating better sales for the company. Cadbury is currently serving in more
than 200 countries in the world. It has many distributors, agents, retailers and also consumers. It
has a success in meeting public demands (Khan, 2014). It is now capable of serving in rural areas
also so the all category of the society is being able to use its products.
Promotion:
The advertisement or the marketing of the products with the help of various modes like
newspaper publishing, ads on social site and also includes the mouth publicity in general. It helps
the company in generating new customers and goodwill also increases. Cadbury is being
promoted by the many famous fames of film industries, sports persons etc. it has many brands
ambassadors, which helps in the prompt growth of the organisation by exceeding public demand.
Physical:
It relates with the place where customer has the direct interaction with the company
personnel and to the employees it belongs to the work environment in which they are performing
like the interior of the office, the furniture, the equipments and several facilities to make them
comfortable in the work place (Lindström and et.al., 2013). Cadbury has several offices,
headquarters, and manufacturing units, They all are perfect in their internal environment and has
a great infrastructure of the work place and the high safety or security with the great hospitality.
People:
Employees of the Cadbury are in the main role of the reputation and goodwill they
generate by bringing up the new consumers and providing them the best services. It is necessary
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to recruit the best people who willing to serve the company at their 100% efforts, and are well
trained to handle the complains and the managerial disputes. The company has the great team of
R&D which regularly brings newer ideas in the promotion of a product. They make changes
according to the public demands on the products like reduction in prices, taste improvement,
hygiene packaging and the quantity of the product.
Process:
The process at which the product is manufactured and is being delivered to the consumers
with the favourable feedbacks (Luo, Roach and Jiratchot, 2016). It has the whole record of the
operations being done by the employees. Cadbury has launched Bournvita recently to its new
product line and has the great feedback over it as consumers demanded the new changes so it
also comes in new product as the dark chocolate, fruit and nuts, rich caramel, cranberry etc. The
team of the selected employees access the whole process of the product being manufactured and
delivered.
As compared to these marketing mix of Cadbury, Mc Donald has adopted pricing policy
in which it offers various delicious dishes with lower price. This organisation is serving in
various countries and has developed apps and websites so that it can provide its services in
various place. While Cadbury has opened many stores in different countries so that their
customers can easily access their services (Pappas, 2017). Further, Cadbury has employed the
best candidates who serve willingly but Mc Donald has considered its employees at valuable
assets and focused on providing trainings so that they can fulfil the demands of the customers
according to their changing needs.
Mc Donald has promoted its products and dishes by taking help of social media. On the
other hand, Cadbury is using TV, radios and other mediums to publicise its products. Cadbury
has mainly focused on chocolates and confectionery products while Mc Donald is serving
various dishes along with different drinks and foods.
P4 Developing and evaluating the marketing plan for the organisation
Marketing plan helps the organisation to achieve its business goals. It helps in
determining the data about market and determining the market patterns, current sale, customers
of the firm. Marketing plan strategies guides the firm to make different plans and policies within
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their budget so that they did not have to face financial problems (Reynoso, 2013)). Marketing
plan of Cadbury includes different things which are defined as follows:
Overview of Cadbury:
Cadbury is branded and well-known company which is famous for dairy milk chocolates
in the world. It was established by John Cadbury who has started his business by selling tea,
coffee and chocolates. The organisation has grown rapidly and successful in branding its
products. It has become the second largest company in the world. The main aim of the firm is to
provide the best products which satisfies the taste and choice of the customers. The organisation
has given employment to more than 71,657 employees which helped them to increase their
productivity and gain reputable position in the market (Samani and et.al., 2017).
Competitors of Cadbury:
The main competitors of the organisation are Mars, Hershey's and Nestle companies.
Mars has acquired 29.5 % market share and it has given tough competition to Cadbury. Further,
Hershey's has 44% market share for chocolate industry. The organisation has to clearly identify
its competitors as it has to maintain its position in the market (Shukla, 2015). Further, the
company identifies and assess its customers and estimate its future initiatives.
Situational analysis:
SWOT analysis:
Strengths:
 The organisation has diversified its business in more than 50 countries which has
increased its revenue.
 It has acquired first position in providing chocolate brands including Fruit and Nut, Roast
Almonds, Eclairs etc.
 It is providing high brand loyalty which has increased the confidence and trust of the
customers (Tzoulis and et.al., 2013).
 Cadbury has given tough competition to other branded companies which has increased its
reputation in the market.
Weaknesses:
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 The products which it serves in the market has short lifetime ad gets contaminated
quickly. It is responsible for creating health issues for the people. Further, due to
economy slowdown it has faced financial crises and great loss.
 Nestle, Mars and other competitor of Cadbury has large product portfolio while the
company is lonely dependent on confectionery products.
 It has explored major of its business in United Kingdom while its competitors have wider
traditional experience which has taken profits from another area of the market.
Opportunities:
 It has better product packaging and preservation policies which encourages it to more
measures to take care the health of the people.
 Cadbury is also innovating new technologies to encourage people to purchase their
products and goods (Wheelen and Hunger, 2017).
 The chance of growing the share increases as its market of confectionery is highly
admired by the customers.
 Its strategy of saving fuel and other resources has given it the opportunity to increase its
revenue.
Threats:
 The main threat for the company is its growing competitors which not have acquired
effective position in chocolates but also increased the business of other products with
different variety. It has increased the pressure on it to increase its productivity.
 Sweets are taking the substitute of chocolates as people are more concerning for their
health and hygiene (Wilson, 2014).
 Shifting interest of people towards calorie count is becoming threat for the company.
Marketing objectives
The main aim of Cadbury is to lead in the world and become the best confectionery
organisation. It is focusing on making different products with wide variety in order to achieve
long term objectives and profits. Further, it has tried to take advantage of various technology to
enhance their productivity and quality of products. They believe in providing the best customer
services by giving them the best quality of products (Wright, 2014). Moreover, the organisation
is looking over the best profitable market so that they can increase their revenue. Cadbury is
12

achieving the success by achieving the profits and visibility of the competitive market and
increasing its business by providing branded products with wide varieties.
Strategies:
Cadbury has adopted product development strategy to grow its business. The product
development strategies is helpful for the organisation while launching new products in the
market. These will help the company to attract more number of customers towards it. This
strategy will assist Cadbury to become brand loyal and increase its position in the market. It has
earned $50 billion revenues and becoming the second largest company in the world (Reynoso,
2013). The organisation is not focusing on the chocolate products but it has also making tea and
home made chocolates to gain the trust and confidence of their consumers.
Targeting and positioning:
The organisation has targeted the children's and youngsters who are attracted rapidly to
the chocolates. Bournvita has good taste therefore Cadbury has targeted he mothers so that they
can choose this product to maintain effective health of their children. The organisation has also
attracted children by giving them different gifts and rewards (Samani and et.al., 2017).
Positioning is the process in which marketers analyse the mindset of target companies as
how their process, products and brands are making effective position in the market. Bournvita
and chocolates are mainly preferred by children and therefore these products are gaining
popularity itself. All these products helped Cadbury to diversify its business and make effective
position in the market.
Action plan:
Action plan helps in regulating all these strategies of the organisation. This plan is
reviewed every year and modified according to the market trends. Further, this plan of the
organisation also assist in making strategic developments.
Monitoring and controlling:
Cadbury has developed various rules and steps to monitor the performance of their
employees. It has adopted bureaucratic approach to control employees performance by their
managers. The company has provided various equipments and resources to their staff members
so that they can give their best and work with full devotion for achieving the goals of the
company (Lindström and et.al., 2013).
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CONCLUSION
Summarizing above report, it can be concluded that business strategy is very necessary in
developing the business of the organisation. It plays an important role in determining the needs
and demands of the customers. Cadbury has used various strategies to increase heir growth and
profits. In this report, seven marketing functions of Cadbury are described which helps them in
analysing the choice and wishes of their users. Further, different functional areas like R & D
department, human resource management, accounting, marketing and sales etc. are described.
Then marketing mix of Cadbury and Mc Donald are compared. Moreover, the strategic plan of
Cadbury is studied which includes companies overview, competitors, target market, customers,
its positioning, SWOT, action plan are defined. All these factors helped the company to achieve
its business goals and assisted in making profitable progress.
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