Functional Divisions and Marketing Mix

The provided assignment delves into the realm of marketing functions, highlighting the importance of establishing correct functional departments within an organization. It provides a comparative description of marketing mix between two organizations and presents a market plan. The concept of marketing mix is discussed in detail, emphasizing its significance in boosting a company's image, improving productivity, and enhancing profitability.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key Role of marketing with functional units....................................................................1
P2 Different types of organisational functional areas related to marketing...........................3
TASK 2............................................................................................................................................6
P3 Comparative discussion of marketing mix........................................................................6
P4 Market plan.......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials can be described as all those factors which are necessary to be
studied thoroughly to get required results. Marketing is an important activity which should be
carrying out by different types of organisations to promote their products by several methods or
techniques. Promotional events are mandatory to be conducted by an enterprise to make people
aware about goods or new feature which is added to the same product. It is necessary to conduct
various kinds of marketing activities such as advertisement, poster, banner, pamphlets and so on
(Baines, Fill and Page, 2013). This report is based on Cadbury which is a British multinational
confectionery company that is wholly owned by Mondelez international since 2010. It was
founded by John Cadbury in the year around 1824, almost 194 years ago. This assignment will
discuss about key roles and responsibilities of marketing function and it's relation to
organisational context. It also involves comparative description of marketing mix between two
organisations and a market plan is given below.
TASK 1
P1 Key Role of marketing with functional units
Marketing refers to an essential activity of an organisation to be carried out in effective
manner to promote particular product brand. This will provide support in boosting up image of
company along with improving required productivity as well as profitability. Cadbury can apply
several effective promotional events to attract more clients along with retaining the current ones
for a long and gain better profits. Role of marketing with different functional units is given
below:
Distribution (Channel management): - The term distribution can be described as to that
procedure in which products or service are distributed to different areas in shops so that it will
become available for people. It is necessary to determine the demand of customers according to
various geographical areas and them supply bulk of goods in required quality in proper period of
time (Bowie, Paraskevas and Mariussen, 2014). Customers will switch to other brand if they did
not get the availability of product easily. Cadbury have to identify different needs and wants of
clients and supply chain should be maintained enough to conduct distribution of goods in an
appropriate manner. It will help people to purchase products at desired time to fulfil their desires.
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Product (Service management): - The final item after completing manufacturing
process and ready to sale is known as product. This involves about to carrying out an effective as
well as efficient production procedure which provide support to manufacture desired product. It
is necessary to first identify needs, wants, demands, taste, preferences and desires of clients then
produce an appropriate product (Brassington and Pettitt, 2013). This will facilitate to improve
features of goods in correct way and support to attain satisfaction of customers for a long time.
Cadbury have to focus on different requirements of various types of people and then put proper
efforts to fulfil their demands in desired way. This will help to grab more market share through
achieving more customers.
Promotion: - This can be described as to carrying out an effective as well as efficient
promotional activities to imp[rove number clients and sales on regular basis. It can be done
through conducting an appropriate procedure to make people aware about beneficial features of
the particular product as well. These events are helpful as they are responsible for improved
productivity and profitability of the company. Cadbury have to focus on promotion and conduct
more attractive and creative activities so that they can attract more people towards the brand and
earn required profits.
Pricing: - The pricing is an important factor because apart from features of product, price
is motivating element for customer which helps them to make an appropriate decision to buy a
product. Price of a product involves cost of manufacturing and profit of company and this
amount should be paid by people who are going to purchase goods. It is necessary for
organisations to take care of budget of income of target clients as it will make decision to buy or
switch to another brand. Cadbury have to make different products at various range of price so
that every individual become able top buy their goods and take benefits.
Selling: - The term selling can be described as to provide particular product or service to
people in exchange of money so that they can fulfil their needs and wants properly (Cleverley,
2017). Selling is all about to just sell goods to clients and at accurate price so that they can earn
desired profit on it. Cadbury have to focus on it's selling procedure which helps to gain more
number of consumers that facilitate to gain required outcomes on daily basis.
Financing: - This can be explained about the money or funds which are mandatory to run
a business, every single activity requires investment to be carried out and generate desired
outputs. It is necessary to invest needed amount of capital and maintain margin of safety so that
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funds can be used to get rid off some emergency as well. Cadbury have to balance funds of
company in an appropriate manner and allocate them carefully to conduct business properly to
get desired profits.
Marketing Information System: - The market information system is all about a n
effective system which is helpful to collect and maintain record of various information. It
provide support as it render required knowledge about something to make correct decision
making (Clow and James, 2013). have to establish an efficient marketing information system
which provide desired knowledge about market so that company can take required steps to
achieve better outcomes.
Cadbury creates value for customers and capture value
The firm can focus on actual requirements of people and manufacture an appropriate
product to fulfil their expectations properly. Cadbury have to provide an effective services to
people through their efficient products to render an accurate benefits according to cost of the
same. Providing facilities as per price of products achieve satisfaction of customers and they
become regular to brand and company gain more number of loyal clients. This will facilitate to
attain better productivity as well as profitability for a time and attain growth of business
successfully.
P2 Different types of organisational functional areas related to marketing
There are different types of functional departments in an organisation which are
necessary be established in correct way. This will facilitate to carrying out required processes of
various sections in appropriate manner along with generating better outputs. These functional
divisions are relevant to marketing. The description of these functions with marketing in
Cadbury is explained below:
Customer services: - This can be described as to deliver product or service to service
with desired level of standards. It is necessary to carrying out process of delivering goods to
customers in an appropriate manner which helps to achieve their satisfaction. Marketing helps to
know about preferences of people and according to that required service will be provided.
Cadbury have to focus on quality of product and effectiveness of delivery process because it
helps to gain loyal clients for long time that ensures profits.
Distribution: - The distribution is all about to supply bulk of products to different shops
or stores which are located in various geographical areas, people switch their brand easily, that is
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why it is necessary to make goods available at desired time. This will facilitate customers to
purchase required product to fulfil needs and demands of citizens (Desai, 2013). Marketing helps
to know about demand of people in different place according to which distribution can be done
properly. Cadbury have to make their goods or items available so that people can easily buy
them and become regular to the brand.
Finance: - The finance department refers to management of funds or money which is
utilised in business along with various expenses, credits, debits etc. to maintain financial
condition of the company. Marketing function support to provide information about promotional
activities to spend some money on them to attract target audience. It also helps to render desires
of customers and amount of funds will be spend to manufacture better goods. Cadbury have to
establish an effective finance division so that their finance can be balanced in appropriate
manner.
Human resource: - The term human resource refers to the employees working in the
company to carrying out various types of activities to generate better outcomes (Dibb and
Simkin, 2013). It is necessary to conduct an effective recruitment & selection to hire desired
candidates for required positions. This will facilitate to fulfil roles and responsibilities of
particular designation in an appropriate way to get better outputs. Marketing section also requires
well trained and experienced employees so that they can complete target of sales in desired
period of time. Cadbury have focus on this aspect to gain desired profits as well.
Marketing: - The term marketing cam be described as various kinds of promotional
activities that provide support to attract new customers along with retaining the current ones. It
will render help to attain target of sales or profits on desired period of time. These procedures are
also supportive in order to provide an accurate information about product or brand to clients.
Marketing helps to know about taste of customers and according to that Cadbury have to conduct
attractive promotional events.
Sales: - This can be explained as to amount of product which has been sold to customers.
Every organisation carrying out production of goods to sell it to required people and earn profits
from them. There are targets of sales which are fixed and that should be completed in needed
period of time by efficient sales person. Marketing function indicates about to conduct effective
presentation amongst consumers to make them convinced so that they will purchase product on
regular basis. Cadbury have to complete targets of sales in correct way to gain desired goals.
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Production: - It can be defined as the whole manufacturing process which should be
conducted in appropriate manner to produce required products or services (Durmaz, 2011).
There are various types of people who has their different needs, wants and demands that should
be determined by companies to manufacture an accurate product. Marketing function helps to
identify actual requirements of people an then provide this information production department. It
will support them to manufacture required goods properly in Cadbury.
Research and development: - This refers to research activities which are necessary to
carried by firms as they are helpful to determine requirements of people. It is also provide
support to know about changing trends of market which needs some modifications into product
to grab more number of clients. Research programmes are helpful as they facilitate to take an
appropriate action to achieve development of business properly. Marketing function has an
important role to conduct these search events like surveys and other ones that are suitable to
determine required fashion of market and preferences of people to make desired product by
Cadbury.
Administration: - The administration refers to overall management of the company that
involves all functional departments as well (Fazlollahtabar, Aghasi and Forte, 2012). It is
necessary to conduct management of whole business in more effective as well as efficient
manner to complete setted goals or objectives of an organisation. Marketing functions helps to
provide information about trends, competitor's strategy and desires of customers to take accurate
actions towards it. Cadbury have to put efforts properly to manage administrative tasks in correct
way.
ICT: - This can be described as an abbreviated form of information and communication
technology which can considered as an effective system which helps to make an appropriate
conversation in an organisation. Cadbury can provide information about several guidelines to
staff members at single stroke properly to make them, more efficient for carrying out required
tasks and procedures.
Marketing functions: - There are various kinds of marketing functions such as
segmentation, targetting, packaging designs and so on. All these activities are necessary to
carrying out them in more effective as well as efficient manner to improve brand image through
attractive methods properly. Procedures of market segmentation and targeting is mandatory to
know about actual requirements of target customers and fulfil them properly. It will help to
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attract new clients along with retaining current ones that boost up regular productivity as well as
profitability of an organisation.
TASK 2
P3 Comparative discussion of marketing mix
Marketing mix refers to combination of several factors such as product, price, promotion,
place, people, process and physical evidence. These components are necessarily observed,
analysed and evaluated to carrying out different types of functions in an organisation (Fırat,
2013). The marketing mix can be considered as an effective tool through which goals and
objectives can be achieved in desired manner along with required outcomes.
Comparison between Cadbury and Nestle
Cadbury Nestle
Product  This company have several
products such as milk food
drinks, chocolate
confectionery, gum and many
more. It also render various
products like perk, eclairs, 5
star, dairy milk and
celebrations (Gertner, 2011).
They have different range of
goods so that people can enjoy
taste of Cadbury as per their
preferences.
 Nestle have several goods
like Kit-Kat Lite, everyday
slim, ghee, Maggie and so
on. They focus on various
factors such as design,
quality, functionality,
technology, branding etc. to
conduct production of
desired products to render
an accurate service to
clients for gaining their
satisfaction.
Price  They have an effective pricing
strategy which are necessary to
be considered for making an
appropriate decision for
ensuring price of particular
product. They have a efficient
technique of ensuring price
 Nestle have pricing strategy
to ensure price of product
through applying several
elements such as
allowances, discounts, list
price, payment period an d
certain another methods.
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according to quality and
features of product.
Promotion  They has an effective
promotional technique of
utilising attractive banners and
posters to influences children
so that they will attract towards
these products and they will
become able to grab more
number of customers .
 They focus on more
innovative an creative style
of promotion so that they
can attract number of
customers along with
retaining the current ones to
attain better profitability as
well.
Place  Cadbury put their efforts to
conduct an appropriate
distribution of product to
different stores or shops and
these places where target
people are have more visits so
that sales can be boost up
properly. This will facilitate to
improve productivity as well as
profitability that results in
grabbing more profit share of
market.
 Nestle includes various
kinds of factors to conduct
an effective as well as
efficient process of
distribution such as
locations, trade channels,
coverage, assortments in an
accurate way to generate
required outcomes. It will
support to attain more
number of customers and
sales of goods.
People  They have special and
effective technique according
to which they provide an
appropriate training to staff
member so that they will
manufacture correct product
and render to clients along with
convincing them to purchase
 This company has little bit
different criteria as they put
efforts to determine actual
needs, wants, demands,
taste, preferences of clients
and then manufacture an
accurate product in correct
way. It will help to attain
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the goods and complete targets
of sales on given period of
time (Jones and Rowley,
2011). They ask for feedbacks
and suggestions to customers
and consider them to produce
desired product.
more number of people
which facilitate to improve
profit share of the
organisation.
Process  They have an effective
processes which are carried out
on daily basis to achieve better
outputs of the company.
Cadbury implement several
modifications into these
technique through several
innovative or creative factor to
conduct different kinds of
activities to generate required
outcomes properly.
 Nestle is focussed on
different technologies and
utilise various software or
technique to expanding
their business through
boosting up productivity as
well as profitability of the
company in proper way and
generate required outcomes
on daily basis.
Physical evidence  People use any product then
their satisfactory features
remain as physical evidence
that facilitate to make a
positive image of brand in
minds of customers. This will
support to make clients regular
to company and become loyal
to brand after some time
(Joshi, 2012).
 This firm has and effective
service providing style of
employees which they learn
from an appropriate training
rendered by company,
service of firm provide by
staff members remain as a
physical evidence of Nestle.
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P4 Market plan
The market plan refers to an appropriate design in which different required activities or
steps are mentioned in correct sequence along with suitable strategies as well as policies. This
will help to conduct an effective marketing activities or events to generate desired outcomes as
well. Cadbury have to build an efficient market planning and follow it in correct way.
Overview of the company: - The Cadbury is a multinational leading confectionery
organisation that deals at international level. It operates in almost 60 countries and founded by
John Cadbury in the year of 1824. This company has various products such as perk, eclairs, 5
star, dairy milk, celebrations and many more. It has number of staff members around 71657 and
headquartered in Uxbridge, London, Unitde Kingdom.
Vision and mission of the company: - Vision of this company is to working together to
create brands people love. The mission statement of Cadbury is that they provide product to
clients with tempting and exquisite taste. They states that Cadbury means quality and they put
their efforts to render better quality of goods to people and make sure about enticing treats. It
means that mouth watering treat with simply irresistible (Khan and Adil, 2013).
Market segmentation: - This can be described as to divide segment of people to separate
potential customers from other people in market scenario. It is necessary to classify them as these
potential clients are responsible for profitability of the company.
Target market: - This refers to that particular segment of people which can be
considered as regular consumers of the product. This group of individuals mainly includes those
clients who purchase particular brand on regular basis. It will provide support to gain better
productivity as well as profitability of an organisation (Hamilton, 2011).
Situational analysis
Strengths Weaknesses
 It is strong brand amongst its users that
helps to gain more loyal customers.
 It has wide variety of food products.
 The company faced several
controversial problems.
 They face certain problems in its
products.
opportunities Threats
 The firm should encourage competition  They required to buy raw material at
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in food market.
 They have to provide diverse goods in
complete range in food market.
comparatively high rates.
 The company face inflation that
impacts negatively on sales.
Marketing strategy: - The company have been taking help of its wide distribution
network so that products are being delivered to consumers. this organization have been
specifically designing its promotional and marketing activity so that appreciation could be
achieved. This organization have been taking assistance of paid media advertising approaches
along with promoting products on the social media tools as well.
Marketing objectives: - They have an aim to offer product of various categories through
expanding business and make Cadbury available in every pocket. This firm make an effective
marketing strategy to achieve desired goals and objective an appropriate manner to generate
required outcomes.
CONCLUSION
The above report had concluded that marketing essentials can be described as all those
factors which are necessary to be studied thoroughly to get required results. Promotional events
are mandatory to be conducted by an enterprise to make people aware about goods or new
feature which is added to the same product. These functional divisions are relevant to marketing.
Marketing functions helps to provide information about trends, competitor's strategy and desires
of customers to take accurate actions towards it. It also involves comparative description of
marketing mix between two organisations and a market plan is given below. This will provide
support in boosting up image of company along with improving required productivity as well as
profitability. There are different types of functional departments in an organisation which are
necessary be established in correct way. Marketing mix refers to combination of several factors
such as product, price, promotion, place, people, process and physical evidence.
10

REFERENCES
Books and journals
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Online Marketing (IJOM). 4(4). pp.1-16.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1). pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Khan, M. N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
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Online
Definition of 'Marketing Mix'. 2018. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>
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