Marketing Strategies and Functions

The provided study emphasizes the significance of marketing for organizations, highlighting its role in increasing sales and profits. It discusses various departments and functions within an organization, with marketing being crucial for all aspects. The marketing function has responsibilities, including research, promotion, advertisement, and attracting people. References to books, journals, and online sources are included.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
1. Explain the key roles and responsibilities of the marketing function ...................................1
2. Explain how roles and responsibilities of marketing relate to the wider organisational
context. ......................................................................................................................................2
3. Analyse the roles and responsibilities of marketing in the context of the marketing
environment. ...............................................................................................................................3
4. Analyze the significance of interrelationships between marketing and other functional units
of an organization. ......................................................................................................................4
5. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation. .........................................................5
Task 2 ..............................................................................................................................................5
6. Compare two different organization and use marketing mix elements...................................5
7. Evaluate different tactics applied by organizations to demonstrate how business objectives
can be achieved. .........................................................................................................................8
Conclusion ......................................................................................................................................9
Task 3 ..............................................................................................................................................9
8. Produce and evaluate a basic marketing plan for an organization. ........................................9
9. Produce a detailed, coherent evidence-based marketing plan for an organisation. ..............10
10. Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives. ...................................................................................................12
Conclusion ....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a process that evaluate needs of customers and making decision about fulfil
needs of them and provide satisfaction. It also play vital role in organization. Because it
communicate, search new technology and advertise of product for promote and search of suitable
place for increase their sales. So it organizes, planing, directing and control of exchange goods
and services between producers and customers. So marketing is an important for organization
because it make bridge between producers and customers (Ashley and Tuten, 2015). Cad-bury
is a British multinational company that founded in 1824 by John Cad-bury. It provides different
types of chocolates items. Like caramel, caramel, dairy milk etc. this report will be cover that
roles and responsibilities of marketing and its function. Environment of marketing,
interrelationship of marketing with other department of organization, elements of marketing
function, marketing mix and marketing plan.
Task 1
1. Explain the key roles and responsibilities of the marketing function
It is a important department of cad-bury. So it promotes product and research of
marketing that helps in increase sales. Through this organizational profit is also increased
because it advertises, evaluate markets and understand customer needs so it helps in increase
revenue and establish relationship with customers. Following roles and responsibilities of
marketing.
Finding the best distribution channels :- it is main role of marketing function because
cad-bury produce different type of chocolate item but if marketing not search good way of
distribution so it can't earn money. So through this function organization distribute their product
in global level and reach their product in different place of world with low cost and for increase
their profit. Responsibility :- marketing has responsibility that find effective distribution
channels because in modern time every customer want to quick services and product so it has to
search channels that consume low cost with high revenue and also serve their product easily in
global level (Basu, 2017).
Research of markets :- marketing has also role of research of market because day by
day competition is increase so it has to research that latest trend, taste and preference of customer
in market and it helps in increase sale of product and beat to competition. Responsibility :- it
responsibility that research market deeply and understand that customer want. Then it has to
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fulfil needs of customer and provide satisfaction. It also responsible for find that competitor how
to present their product that they increase their sale.
Advertisement of product :- marketing has role of effective advertise their product and
provide knowledge to people about Cadbury's new and different type of product that it offer. So
it only advertise by marketing. And it helps in increase their sales. Responsibilities :- it
responsible for clear advertisement that helps to understand easily to customers. It also has to
knowledge about digital advertisement because it helps in attract large number of customers with
low cost.
2. Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing is only functions that has to work with all department of Cad-bury because it
helps in increase sales, increase production and establish ling term relationship with customers.
Marketing with production :- marketing is closely related with production function
because it role is research of market for develop product and understand customer needs so it
helps to production function in product for present and also make plan about production for
future. Its responsibility that it has to research deeply and time to time of market because day by
day competition is increase and customer taste and preferences changing frequently so its helps
in increase revenue and sales of Cad-bury through marketing (Brackett and Carr II, 2015).
Marketing with finance :- marketing function is also closely relate to finance function
because its role is research and promote product of Cad-bury so it has needs of finance and
capital is needs of whole business because without capital and finance marketing can't carry
work. It also makes budgets and marketing is responsible for increase capital and finance
through increase sales and issue of share in markets so it overall helps in increase profitability
and productivity of Cad-bury.
Marketing with HR :- marketing works closely with HR function because its role in
advertisement about vacancies so HR get helps in hire skilled and efficient employees for
organization. And it helps in effective research and develop products. So through effective and
efficient workforce always helps in increase revenue of Cad-bury. Marketing responsible for
advertise about workforce in colleges that helps in get effective and skilled candidates and they
have less needs of training (Gonzalez-Zapatero, Gonzalez-Benito and Lannelongue, 2016).
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3. Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing environment means that many factors present in environment that affect to
function and performance of marketing. Two type of factors present in environment that affect
marketing function like internal and external and it is analysed by pest and swot analysis.
Internal environment is direct relate with performance of Cadbbury so it is evaluate by SWOT
analysis.
Strength weakness
Popular brand :- Cadbury is a popular brand
of chocolate at global level and it also provide
different types of chocolates according to
occasion and need of customer.
Strong distribution channels:- Cadbury has
strong distribution channels because it has
large number of customers. So marketing
maintain strong distribution channels that
provide quick services and product (Kang and
Motohashi, 2015).
Lack of advertisement :- marketing of
Cadbury not proper advertisement because it
has confidence of large sales. But customers
can't get information about new product.
Only focus on dairy milk :- marketing of
Cadbury only focus on dairy milk uit not focus
for advertisement of other product so it also
has weakness.
Marketing function develop cad-bury product through advertisement and increase sales.
It is a important function of Cad-bury and play vital role in organization. Its research of market
for understand needs and want of people and fulfill their needs but it depends on trend that
running in market. Trend is of two types like current trend and future trend. It has to achieve
goals of organization so it targets market and advertise and research current trend like it mainly
focus advertise through social media, digital platform because it is the latest trend for share
information with people. Marketing will focus in future for increase their sales and promote
through advertisement for attract customer so it advertises through digital and electronica l map
and celebrities that helps in increase their revenue.
Pest analysis of Cad-bury:-
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Pest analysis is a tool that use by marketing of Cad-bury for evaluate external
environment. This environment not affect to organization regularly but it effects is large and it
creates barrier in increase performance and making decision.
Political factor :- it is very major factor and it affects to Cad-bury through that increase
tax rates. It works on global level so it has to adopt and follow all rule and regulation of different
countries and it also effects if political party is not stable and frequently change. Through
increase of tax rate that it has to pay more tax and it affects production and cost of product.
Economic factor :- it includes inflation, exchange rate and income unequal that affect to
marketing of Cad-bury because marketing do business in global level and if exchange rate is
increase so it affects export and import as well as inflation is affect so demand of product is
decrease and it affects revenue and sale of product (Lewandowski, 2019).
Social factor :- it also affects marketing environment because social factor include
customer choice, preference ans fashion so if frequently changes comes in all things so it
affected to Cad-bury marketing and it has to change product frequently that effect profit and
sales of organization.
Technological factors :- it means that day by day technology is increase so it helps in
improve and develop project but increase in new technologies and innovation Cad-bury has to
adopt and establish technologies so it consumes more cost and time. It affects profit and
productivity of organization.
4. Analyze the significance of interrelationships between marketing and other functional units of
an organization.
Marketing and other function of Cad-bury has relation and it is very helpful for each
other that helps in increase profit and sales. So without marketing in organization all functions is
can't work proper. Following significance of relationship of all functions.
Better customer service :- through inter relation of marketing with other function of
Cad-bury is important for provide better service to customer because it researches of markets so
it evaluates and understand needs and wants of customer and give information to all functions
that produce and provide better product to customers according to their needs.
Avoiding conflicts :- through relationship it also helps in remove conflicts between all
functions because they all work together and it helps each other so all inter depend with each
other and no conflicts create in organization and it helps in avoid conflicts.
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Easy to achieve goal:- through relation between all functions that Cadbury easy to
achieve organizational goal. Because all function work with one objective and all function has
only one goal that increase sales and earn more profit so it easy to achieve goal.
5. Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.
Marketing function has many elements like brand awareness, brand identity, customer
profile and all these important in achieve organizational goal. Because all are work for one
objective of Cad-bury (Liu, Li, Chen, and Balachander, 2017).
Customer profiling :- marketing has role of research and it element is customer profiling
because through this it evaluates about customer choice, preference and taste and trend so it is
helpful to all department because production function work according to choice of customers and
its helps in overall Cad-bury benefit.
Brand awareness :- marketing function has role of promotion of product so it element
that brand awareness it means it works for aware to customers about new product and attract to
them for use. It is helpful for all department because production department increase product,
finance function also get more capital through sales and all are work for increase revenue.
Product identity :- it has function of advertisement and its element is product identity so
its helps in increase popularity of product that helps to all department like production department
has to increase production and get extra incentives and customer attract. It also helpful to HR
department because if people know so they want to do job with Cad-bury and skill candidate
hire.
Task 2
6. Compare two different organization and use marketing mix elements.
Marketing mix is a tool that has many elements and all set of elements helps in achieve
Cad bury's goal and objective. Marketing of organization use 7 P's for make plan and meet
objective that helps in increase sales and profitability. Through this it also take decision.
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7 p'S Cad-bury Nestle
Product It provide many different types of
chocolate product that is very
popular in global level and
marketing of Cad-bury also make
strategy is very effective. It offers
products like dairy milk, coco shot,
flake, crunch, beverages and
deserts etc. it offers products
according to festival and age group
(Luong, 2017).
It is also a big brand of food
product and it do business on global
level. It offer many type of product
like coffee, dairy product, breakfast
cereals, ice cream etc.
Price Cad-bury has pricing strategy is
very well because it fixes price
according to quality of product. It
has all type of product that low
price to high price. Low price
product is eclairs and high price
product is bournville. It also offers
gift pack product that in festive
Nestle fix price according to quality
of product. In market many
competitor product is present and it
offer product less expensive
compared to nestle product. But
people that believe on nestle
product so it purchase branded
product and pay some extra for
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Illustration 1: marketing mix
[Source: Marketing mix, 2018

season so its helps in increase price
and people has to buy.
quality.
place Its product is present in all over
world and it sale their product at
global level and its distribution
channel is also very effective that
product available in 200 countries.
All rural and urban area people's
use product of Cad-bury. So its
helps in increase sale and revenue
of organization.
Nestle maximum collect revenue
and profit on their product from
European countries and 90% of
total sale is earn from there.
Nescafe and Maggie is demand able
[product of nestle and it supply
their product through FMCG
channel. It means that sent bulk
product to C&F and then it sent to
whole seller then retailer and then
customers.
Promotion Its promotion strategy is very well
because it is done through
television, poster, online, radio and
newspaper so its helps in reach
product to people and aware to
them. It also use of product
ambassadors for promote their
product and make impression in
mind of customers. So its helps in
increase sale and profit
(Marttunen, Lienert and Belton,
2017).
It promotes their product through
many type that it come with
different idea always. It focus on
extensive advertisement like add
tagline with every product
advertise.
Physical evidence It means that experience of
customers relate to product. That it
mean that product of Cad bury
affect to outsider and insider also
because its members, distribution
It is very important element of
marketing mix and nestle use this
element for attract customers. So
for that it work for provide quick
service and through this consumer
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speed, quality, transparency and
cleanliness is very good and it also
work for improve them.
perception in their mind.
People People is a major element of Cad-
bury because its employees and
customer is very good and honest
about brand. Its staff has also great
skills, aptitude and service
knowledge and it also provides
training and development so it is
very helpful in increase sales.
It works for hire skilled and
efficient and effective workforce
that helps in increase their sale and
revenue it also works for search
good and effective customers.
Process Process means set of activities that
perform for achieve objective of
cad-bury. It also gives effective
packaging and offers for attract
customer.
It use this elements that it add some
tag line with product so that helps
in increase sale of product and it
also offers different scheme with
low cost.
7. Evaluate different tactics applied by organizations to demonstrate how business objectives can
be achieved.
Cad-bury apply many tactics like 4P's and it is use for systematic plan, analysis,
implementation and control all operation by marketing. It includes product, price, place and
promotion so it all these helps in achieve goal of organization.
Product :- it is very important tactic that helps in marketing planing process. Because for
effective product Cad-bury make plan so it firstly analysis market and do research for get idea
about new product launch and understand customer wants. Then it makes plan about all things
like capital, workforce etc. after plan it implements in production and market it means it uses
plan for produce product and control it in market (Nazarko, 2017).
Price – these tactics use by Cad-bury and its helpful in manage and maintain price of
product so through this it makes plan about marketing. For achieve objective it fixes reasonable
price of product. So it analyze market that customer willing in what price. Then it uses cost and
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quality of according to customer and implement that in markets. After that it analyze that it work
or not and control it.
Place – through this Cad-bury make plan that target market and place that helps in
expand their business and increase sale of product and make plan about place and implement
plan for earn profit and revenue. Then it controls all things and monitor them.
Promotion – Cad-bury use this tactic for meet objective of organization because it use
advertise for promote so it makes plan that analyze needs of advertise, make plan that what way
use for advertise like digital, social media etc then they do promote their product and then
evaluate that work proper or not. So all these tactics helps in achieve objective of Cad-bury.
Conclusion
From above study it has been summarized that marketing is very essential for organization and
without marketing business is very difficult because it increases sales and profit of organization.
It also covered that many departments and functions is present in organization but marketing is
very important for all function and all are inter relate with each other. Marketing function also
has roles and responsibility and it important for meet objective of organization through research,
promote. advertisement and attract people.
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REFERENCES
Books and Journals
Ashley, C. and Tuten, T. 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing.
32(1). pp.15-27.
Basu, R. 2017. Introduction: Why Managing Quality is Essential in Project Management.
In Managing Quality in Projects (pp. 15-26). Routledge.
Brackett, L. and Carr II, B.N. 2015. Sustainability marketing: US hotels vs. international hotel
chains. World Journal of Entrepreneurship, Management and Sustainable Development.
11(1). pp.32-36.
Gonzalez-Zapatero, C., Gonzalez-Benito, J. and Lannelongue, G. 2016. Antecedents of
functional integration during new product development: The purchasing–marketing
link. Industrial marketing management. 52. pp.47-59.
Kang, B. and Motohashi, K. 2015. Essential intellectual property rights and inventors’
involvement in standardization. Research Policy.44(2). pp.483-492.
Lewandowski, D. 2019. The web is missing an essential part of infrastructure: an open web
index. arXiv preprint arXiv:1903.03846.
Liu, Y., Li, K.J., Chen, H. and Balachander, S. 2017. The effects of products’ aesthetic design on
demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency. Journal of Marketing. 81(1). pp.83-102.
Luong, H.V. 2017. Essential Trade: Vietnamese Women in a Changing Marketplace. Ann Marie
Leshkowich. Honolulu: University of Hawaiʻi Press, 2014. 272 pp. American
Ethnologist. 44(3). pp.556-557.
Marttunen, M., Lienert, J. and Belton, V. 2017. Structuring problems for Multi-Criteria Decision
Analysis in practice: A literature review of method combinations. European Journal of
Operational Research. 263(1). pp.1-17.
Nazarko, J. et.al., 2017. Application of enhanced SWOT analysis in the future-oriented public
management of technology. Procedia Engineering.182. pp.482-490.
Online
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Marketing mix. 2018. [ONLINE] Available through :<https://economictimes.indiatimes.com ›
Definitions › Marketing>
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