Roles and Responsibilities of Marketing Function in Cadbury

MARKETING ESSENTIALS
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TABLE OF CONTENTS
TABLE OF CONTENTS..................................................................................................................2
INTRODUCTION..........................................................................................................................3
LO1.............................................................................................................................................4
THE KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION OF CADBURY...............4
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION IN THE MARKETING
ENVIRONMENT OF CADBURY................................................................................................6
ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION RELEVANT TO CADBURY...........7
THE SIGNIFICANT ANALYSIS OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER
FUNCTIONAL UNITS OF CADBURY.........................................................................................8
MARKETING MIX APPLICATION IN THE MARKETING PLANNING PROCESS.........................10
EVALUATION OF DIFFERENT TACTICS THAT CADBURY USES TO ACHIEVE THE DEFINED
OBJECTIVES..........................................................................................................................13
TASK 3......................................................................................................................................15
P4 MARKETING PLANS OF CADBURY...................................................................................15
M4 MARKETING PLAN ADOPTED BY CADBURY...................................................................15
CONCLUSION............................................................................................................................27
REFERENCES.............................................................................................................................28
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INTRODUCTION
This assignment consists of the concepts and values of marketing which are relevant in
“Cadbury”. To apply marketing concept, requires to analyses and examines marketing
function, interrelationship of every department of an organization are being discussed. All
these insights related to interrelationship will be helpful in achieving the objectives of
Cadbury. In the next context, the application of 7P's of the marketing mix is being carried
out at Cadbury and its competitor organization. At last, a marketing plan will be emerged to
attain the objectives of marketing in Cadbury (Loutskina et al., 2017).
Cadbury is a multinational confectionery industry and established in 1824 by John Cadbury.
Its headquarter is in Uxbridge, West London, UK. It is the producer of chocolates. The
operation of Cadbury is carried out in 60 countries all over the world (Commander, 2018).
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TASK 1
INTRODUCTION
As a marketing manager of Cadbury, this report includes the findings of roles and
responsibilities that apply to Cadbury’s marketing function and the interrelationship
between the functional departments. The marketing function plays an essential role
Cadbury and also interrelates with the other functional departments which are further
evaluated and analyzed on the basis of marketing function of Cadbury.
BODY
THE KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION OF
CADBURY
As marketing is very much essential in every business organization, the role of it is
inseparable from the organization and it helps to achieve the desired objectives. Marketing
function involves in various roles and responsibilities that carries out the activities like
production, promotion and delivering the end products to the consumers effectively (Bailey
and Alexander, 2017).
The key (primary) roles and responsibilities of the marketing function in Cadbury are as
follows:
 Cadbury organizes planning and apply the comprehensive campaigns so that it
increases direct marketing, online promoting, email marketing, to capture the
worldwide customer. It is a primary role of marketing in Cadbury.
 Cadbury also consider top manage the advertisement concern and for managing the
organization's product sales along with customer relationship management activities
(Bailey and Alexander, 2017). it is main responsibility of marketing function which
conduct in company.
 Delivering services to the customers so as to meet the expectations of the customer
is also the primary role at Cadbury.
 It also involves maintaining the hygiene at the store to maintain the standard policy
so that pleasurable shopping environment is generated (Bailey and Alexander,
2017).
 It is also to be witnessed that sufficient stock of a variety of products is available at
the required time at the right place so as to meet the customer demand.
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 The marketing function also involves the role to conduct events i.e. club cards,
customer loyalty program etc. for offering identification of employees which
improves purchasing behavior of customers (Bailey and Alexander, 2017).
 To follow up the company’s code of conduct to maintain the values and ethics that's
main responsibility of marketing function with in company.
 To treat every employee, staff and colleagues with dignity and respect so as to
maintain the dedication from the marketing group of employees is also covered
under the responsibility of marketing function of Cadbury (Bailey and Alexander,
2017).
 Targeting is also one of the important function of marketing which supports Cadbury
to target their products which influence brand value in global market.
 Marketing also plays vital role in marketing mix strategy. For example marketing
analyses customers requirements and their preferences for the products and their
services. Based on the customer analysis Cadbury creates marketing mix strategy for
giving positioning of products. While marketing implements strategy by taking in
action. Thus, marketing perform essential role in company.
 Marketing improve brand value by offering values to customers. To give value of
customers marketer meets their objectives and establishes good relation with them.
Marketer aware Cadbury about competitors and brand position and helps company
to take competitive advantage. Thus, marketing improves brand positioning in global
market.
 Marketing function plays essential role in the 7p's marketing mix because it creates
strategy to influence Cadbury products and enhances purchasing behavior of the
customer. Thus marketing function helps Cadbury to influence brand awareness in
customers.
All the above-mentioned roles and responsibilities of marketing function result in
achieving the objectives of the company and also ensure that the work ethics and values
are maintained so that both; customers and employees are satisfied.
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ROLES AND RESPONSIBILITIES OF MARKETING FUNCTION IN THE
MARKETING ENVIRONMENT OF CADBURY
The procedure of despising and implementation of the various ideas of marketing like
pricing, distributing, advertising, sales and so on in context to the marketing environment
that is explained as follows:
The primary role of marketing at Cadbury is to interpret the marketing strategies to be
developed which helps in recognizing the customer needs and requirements and to meet all
such needs effectively. Nowadays, the increase in demand of the customer has made the
marketing department alert in fulfilling the needs by providing effective products and
services and maintaining the balance between the objectives and opportunities in the
market (McDonald and Wilson, 2016).
Marketing helps Cadbury to differentiate brand from other competitors to use marketing
mix strategy.
Apart from this, the role of marketing function also involves the information system of
marketing that collects necessary information with respect to planning, executing, and
controlling the key strategies for product planning. The marketing information system of
Cadbury helps in interpreting the logistics information that helps in increasing the channel
of distribution (McDonald and Wilson, 2016).
For identification of the new products and to get the positive responses for that particular
products and services of Cadbury, to survive in the marketing environment, the marketing
function plays an essential role.
The internal environment of the marketing function of Cadbury is also affected by the
external environment. External environmental factors are political factors, economic
factors, sociocultural factors, technological factors and legal factors.
In the past of globalization, market segmentation plays a crucial role, as the dynamic nature
of the market, the market segmentation helps Cadbury in identifying the customers, their
needs and to meet such needs and requirements, promotional activities are required to be
carried (McDonald and Wilson, 2016). Even market segmentation helps organization to
retain potential customer in targeted market which generates high revenue for the
Cadbury.
STP strategy (Segmentation, targeting and positioning) supports organization to segmented
customers. By the helps of targeting strategy, Cadbury focuses on targeted customers.
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