Roles and Responsibilities of Marketing Function in Cadbury

This report discusses the key roles and responsibilities of the marketing function in Cadbury, a British multinational organization known for its confectionery products. It also explores how these roles and responsibilities relate to the wider organizational context. The report includes a comparison of the marketing mix strategies of Cadbury and Nestle, as well as a basic marketing plan for Cadbury.

Marketing Essentials

Table of Contents
INTRODUCTION .....................................................................................................................3
MAIN BODY ............................................................................................................................3
TASK1.......................................................................................................................................3
P1)Explain the key roles and responsibilities of the marketing function..............................3
P2) Explain how roles and responsibilities of marketing relate to the wider organisational
context...................................................................................................................................6
TASK2.......................................................................................................................................7
P3Compare the ways in which different organisations apply the marketing mix to the
marketing ..............................................................................................................................7
TASK3.....................................................................................................................................10
P4 Produce and evaluate a basic marketing plan for an organisation.................................10
CONCLUSION .......................................................................................................................14
REFERENCES ........................................................................................................................15

INTRODUCTION
Marketing is important part of the organisation which include establishment of
relationship between customer and product of organisation by the help of marketing tools in
relation to selling the products and services. Marketing is essential part of fIrm which helps
the firm in achieving its objective by increasing the sales of products and services. In relation
to the current report the chosen organisation is Cadbury (Ahmed and Rafiq, 2013). It is a
British multinational organisation which is famous for its confectionery products. Cadbury
sales different kind of products and services within the market. The major products of
company are Cadbury 5 star, dairy milk, temptation silk, Cadbury Oreo and many more. In
relation to the current report, it includes discussion on the current business strategy of
Cadbury. Under this, the key roles and responsibilities of marketing function within the
organisation will be discussed. There is also discussion about the roles and responsibility of
marketing in context of organisation and other function. In the middle of this report, there is
discussion and comparison between the marketing mix of Cadbury and nestle. These are the
prime competitors. In the end of this report, there is discussion basic marketing plan for
Cadbury.
MAIN BODY
TASK1
P1)Explain the key roles and responsibilities of the marketing function.
Marketing is an essential management function that is used to promote, advertise
products as well as services of company. It helps to aware, attract consumers towards the
goods offer by organization and also provide competitive advantage in the market.
 Concept of marketing: it is a framework that is carried out by a company in order to
increase demand, of their products at market place. It plays significant role to know
needs as and requirements of target segment and offer services accordingly. The main
motive of this function is to enhance sales & profit margins of business entity.
Current and future trend of marketing

As per the present evolution and development marketing trend is changing
continuously. It is essentials for marketers to make modifications in their current strategies
and to adopt new as well innovative techniques to sustain at competitive market place. Now,
traditional marketing techniques such as T.V., newspaper advertisement has been replaced
with digital platforms (Armstrong and et al, 2015). In context of Cadbury, company adopts
various advance, unique methods of promotion and advertisements. They are using digital
platforms such as social media,e-mail and content marketing in order to grab the attention of
significant buyers. As future will be highly automotive due to this organization is
formulating mobile centric, personalised techniques of marketing. This will help company in
acquiring new consumers and give them an edge over other competitors at market place.
Marketing process:
It is a process by which a firm influences buyers in order to purchase their products.
Process used by Cadbury to advertise its goods are elaborated as follows:
 First Step: At this stage company analyse prevailing market conditions. They gather
information regarding needs and preferences of target audience through surveys,
observations, questionnaire etc. Managers examine demand of products at market
space.
 Second step: In this step of marketing strategies are formulated with the help of
available data. At this stage marketing managers of organization prepare various
plans as well as tactics in order to acquire high market share.
 Third step: under this step company forms a marketing plan in order to influence
more buyers towards its products and services. Marketing team of company make a
detailed plan including promotional and advertisement techniques at this step.
 Fourth step: At the end of marketing process, Cadbury emphasis to deliver value to
potential consumers and have good relationship with them. For this, they offer post
sakes services to customers by getting in touch with them after sales. This will help
organization to enhance brand value and goodwill in market.
The selected company offer a wide range of product mix that consist chocolates,
beverages, biscuits. Cadbury focusses on quality of its products but there are other
competitors such as nestle also present in the market (Baack, Harris, and Baack, 2013). So, it

is essential for them to create a different as well as attractive marketing strategy to influence
consumers. With the help of unique promotional techniques, they can grow and sustain at
competitive market place for a longer period of time. There are some roles and
responsibilities of marketing department that should be undertake by them so that, they can
attain organizational goals and objectives in an efficient manner.
The responsibilities as well as role are stated below:
 Market information: It refers to gather the information related to needs,
requirements and preferences of customers. Marketing information is an essential
function that should be carried out in order to get significant data from market. In
Cadbury, mangers of company are responsible to collect required information from
target segments so that they can formulate strategies accordingly. This will help them
to prepare various promotional and advertisement techniques to increase in profit
margins of organization.
 Product design and development: it is responsibility of marketing department to
make unique, new, innovative product designs to attract more number of buyers. It is
important to make necessary modifications in layout of product as per customer
preferences. Marketing department of Cadbury is responsible to examine the market
place and improve design of product according to the prevailing trend of market
(Babin and Zikmund, 2015).
 Distribution Channel: It consist of activities like warehousing, supply chain,
retailing and many more. It is an essential function that should be performed
efficiently to offer products and services to consumers at right time. As Cadbury has
expanade3dits business over the globe so that it is the responsibility of m,marketing
department to execute this function effectively. Thy have good network of distributors
and suppliers in different countries. Apart from this they have efficient warehousing
and storage facilities that make them able to offer goods to potential buyers without
any delay.
 Exchange Function: It refers to exchange goods and services between consumers
and marketers. Is is the responsibility of marketing team to perform this function in an
efficient manner. In Cadbury, it is important for mangers to focus on this functions.
The company is operating its business in various countries. They have outlets,retails

stores where they exchange product from target audience to achieve the
organizational objectives. This will assist them to make efficient utilisation of
available resources and to enhance profitably (Baker and Saren, 2016).
 Market planning: It is an essential function of marketing department that help in
preparing an unique plan to influence customers. It facilitates managers to prepare
strategies, plans to increase in sales of organization. Marketing mangers of Cadbury
formulates effective, market plans, techniques to attract new consumers and to retain
existing ones. Apart from this, they are using celebrity endorsements, T.V..
Advertisements, hoardings, and many other methods of promoting the product at
market.
P2) Explain how roles and responsibilities of marketing relate to the wider organisational
context
There are various roles and responsibilities of marketing function and it is related to
other department of organisation which are discuss below:
Marketing function is the process in which creating, communicating, delivering,
offering and exchanging that have value for the client, customers, partners and society. In
respect of company, marketing function identifies the need of customer and according
choosing strategy in order to profit maximisation. Marketing department also coordinated
with other department or interrelated in terms of development of an efficient marketing
strategy that can address the wider need and demands of the customer so marketing
department is follow:
Marketing and finance: The marketing and finance department is close relationship
due to marketing strategies and campaign should be in particular budget. This budget is
prepared by the finance and then allotted a marketing department. In context of cadbury, The
finance department of company provides a marketing department with information relating
to the cost that can be concluded for carrying out the marketing activity ( Brady 2014). Both
the departments coordinating and according planning for promotion of product and servicing.
Marketing and human resources: The marketing department is linked with the HR
department because HR department work for the employee welfare and properly estimation is
clear vacancy are filled right time in marketing department. Cadbury providing the
information to the HR manager about the candidates so HR department fill the vacancy at

right person should be right time. Marketing department also collaboration with HR
department have been providing training opportunities that can help candidates to meet the
challenging conditions of the marketing.
Marketing and production department: The production department of cadbury
mainly focused with the new development of products. The marketing department of the
organisation collaboration with operation department which facilities that what customer
want in today's market. Both the departments work together in order to research the new
tastes that can be developed in existing products (Clow and James, 2013). Also, Both the
department work together for sourcing of sufficient quality raw material and provide quality
products to the end users.
Marketing and customer service: Marketing and customer service both the
department important for the organisation. In relevance of company, Both the work together
in order to fulfil the needs and wants of the customer and achieving organisation objective.
The customer service department takes the feedback of client and marketing department
coordinating with this department improving the existing product and help in developing of
new products. Both the department coordinated in that way to maintain a positive relationship
with the customers.
TASK2
P3Compare the ways in which different organisations apply the marketing mix to the
marketing
Comparative analysis of marketing mix in context different organizations
Marketing mix is a framework that is used by an organization in order to assess the
present marketing conditions and to formulate strategies and plans accordingly. It includes
various elements that help a company to promote its products as well as services in an
efficient way. This framework is carried out by marketing managers to sustain and grow at
competitive market place for a longer period of time. There is a detailed analysis is done on
the various elements of marketing mix of Cadbury and nestle, that is elaborated below:
Basis Cadbury Nestle
Product Cadbury is offering variety of
products to the target
Nestle is a big brand. It has
wide range of products to

segment. It products are not
only limited to the chocolates
but also includes beverages,
desserts etc. They also
associated with ice-cream
and biscuits segment.
Managers of company have
extended their product mix to
cater need and requirements
of target segments. So, the
company has a wide range of
products that will help in
growth and sustainability
(Huang and Sarigöllü, 2014).
capture a good market share.
It deals in various food
segments such as daily
products, chocolates,
beverages and ready to cook
food like magi and may
more. It is offering different
goods in order to get
competitive advantage and to
increase sales.
Price Company adopts moderate
price strategy where they
provide products at
reasonable price. They offer
lower price products such as
silk etc to target lower
segment. Apart from this they
also have premium products
like Cadbury Bourneville for
premium customers as well
as high income groups.
Nestle use a varied pricing
strategy. The company has
different prices for different
products so that they can
target both premium as well
as middle and lower income
groups of consumers. There
price is also based on
competitors, product quality
and geographical area
Place Products of Cadbury are
available worldwide across
the globe. Cadbury has a
wide distribution channels
that make it able to offer
goods to a large number of
consumers. It delivers
products not only in urban
The organization majorly
works in European countries.
But as they have expanded
their business at global
market place like in Asia and
other countries. They follow
the FMCG distribution
channels like manufacture to

areas but also in rural areas
that will help company to
earn higher profit margins
(Joshi, 2012).
retailer, then provide product
to its end users.
Promotion Company has remarkable
promotional and marketing
strategies. They use various
T.V., newspaper
advertisements, hoardings,
posters, etc. The marketing
manager of company use
catchy taglines as per the
environment of different
countries to grab the attention
of potential buyers. They
advertise their products
through well-known
personalities to get the
attention of significant
consumers
Nestle uses different and
unique marketing strategies
for different products in order
to stay in the competition.
They apply traditional
marketing techniques such as
advertisements, banners etc.
apart from this they also use
celebrity endorsement so that
they can influence target
audience. Along with this as
per current trend they are also
operating digital platforms
for promotion purpose.
People Employees of Cadbury are
well trained and efficient.
They are able to make better
utilization of available
resources. Company
organizes training and
development facilities to
enhance capabilities and
potential of work force. It
will give them an edge over
the other competitors such as
nestles.
Nestle focuses on recruitment
and selection of efficient
workers who can work for the
success and growth of
company. They also trend
them with various seminars,
training programs to enhance
their knowledge on order to
meet current market trend.
They motivate employees
with various monetary as
well as non-monetary
techniques (Lovelock, 2011)

Physical equipment It has expanded its market
worldwide. Cadbury has its
retail stores in various
countries to target huge
number of buyers. It is
operating the business
functions at different nations
with the help of its effective
supply chain system
Nestle is a renowned
company who is operating
since 1909. They have their
outlets with adorable
infrastructure at various
countries. They provide best
services as well as facilities
to consumers at their café
shops that make them
different from other
competitors.
Process Cadbury use effective
process to convert raw
material into finish goods.
Operations of company are
being carried out in an
efficient manner so that it is
able to deliver quality
products to potential buyers
at reasonable price.
Nestle emphasis on
minimizing the defects during
production process and make
efficient utilization of
resources. This will help the
mangers to reduce down the
cost and maximizing profits
of company.
TASK3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan-: Marketing plan refers it is a report which is necessary to prepare for
each and every company. Under plan various marketing strategy included in order to achieve
the goal of the organisation. It includes an overview of business marketing goal and
advertising objective. It is mainly measures a timeline when task is completed or not. Key
performance indicators are tracking (opolšek and Čurin, 2012). Marketing plan is the
essential element for the company which will be used by the company in term of promotes
the product and services. It is a document which is outline the strategy and marketing
activities on a monthly, quarterly or annual basis. In the reference of company, Cadbury it
one of the leading brand across the globe. Manager is planning accordingly to achieve a goal
of the organisation. It prepare various plan to promotes their goods and services in the market

which included social media plan, new product launching plan and content marketing plan.
Cadbury is making marketing plan to identify target market for product, services and
choosing channel decision
About the company
Cadbury is one of the famous brands in UK which is founded by john Cadbury in
1984. Headquarter in UK Bridge, England. It was started a business as a grocery store and
today’s operate globally. The main products of the company which is globally available dairy
milk, bourn vita, five stars, Bourneville, gems, tang and Oreo. It is the confectionary brand
which is second largest brand in the world (Rossi, Allenby and McCulloch, 2012).
Mission: In reference of organisation, “Cadbury provides quality products and to
make promise with the customers”. “Company is commitment with their customers to deliver
world class product and continuous improvement”.
Vision: The vision of the entity “Working together in that way to developing a brand
and increase the living of standard of common people.”
Marketing objective:
Cadbury is the world’s biggest and most famous chocolate producer. It is also the
leader of the market and currently holds one of the biggest shares in the market. There are
different kinds of marketing objectives which are discussed below-:
 Every business set has own objective on the basis of opportunity and resources are
available. In the reference of company, the main objective is continued to grow their
market share and significantly increase the margins and returns.
 Cadbury is goal to achieve their vision in terms of becoming the biggest and best
confectionary company in the world.
 It is also increasing the sales revenue 4% to 6% every year and strong dividend
growth.
 Company is also operational objective which is related to marketing, product, price,
people, and process create customers awareness.

 Organisation also set functional objective in order to use STP approach which is
directly link to implementation of marketing plan and focus on strategy to achieve the
growth in the market.
Analysis of Segmentation, targeting and positioning approach in the reference of cadbury:
Segmentation-: It is a model which is uses a various companies which help to
marketer easily planning strategy. Segmentation refers to the divide customer into small
groups which similar needs and characteristics. Cadbury also uses STP model that involves
identification of specific population segment and developing products to carte the needs and
wants of the customers. Segmentation on the basis of geographic, demographic,
psychographic and behavioural (Silberschatz Galvin and Gagne, 2014).
Geographic-: Cadbury segmentation on the basis of geographic in which included
region and density. They are carter on the basis of region wise in urban areas like London,
Glasgow, Cardiff, Manchester countries. Suburban areas carter those area which include
Barnstable, Abingdon and Stamford. The company identifies on the basis size of the
chocolate market, per capita consumption and growth trends.
Demographic-: Demographic segmentation on the basis of age, gender, lifecycle-
stage and occupation. In relevance of firm, Age is the first aspect of demographic so it is
targeted to children and chocolate lovers. On the basis of gender they carter males and
females both due to both are like the chocolates. Lifecycle-stage is full nest 1, full nest 2 and
full nest 3. Income group refers who are premium customers which prefer Bourneville
chocolate targets that audience.
Psychographic-: It is define on the basis of lifestyle and social status of customers. In
the relevance of company, Cadbury carter middle class and upper class both. In the lifestyle
included succeeded, explorer, aspirer and reformer. It is carter those segments the UK
chocolate market, based on consumers who prefer branded goods, those who prefer taste,
shapes or texture (Silver, 2012).
Behavioural-: It is included degree of loyalty, benefits sought, personality and user
status. In context of organisation, focus mainly those which are hard core loyal and switchers
which comes in degree of loyalty. Personality and user status refer to the determined and
ambitious, non-users, first users and potential users.

Targeting the market:
Targeting-: Targeting is marketing strategy which includes that breaks a large
market into smaller segment to concentrate on a specific group of customers. Most of the
company’s use this tool developing strategy will help them effectively communicate to the
target audience. In relevance of Cadbury, it is mainly focus on urban markets. It is use an
effective distribution strategy which includes various channels like super and hyper markets
and convenient stores. It main targeted children, teenagers and chocolate lovers.
Positioning-: Positioning is the set the brand image in the mind of potential
customers. It is refers to influence the customer perception regarding product of the company.
Positioning on the basis of product attributes, product pricing, product use and application
and product quality. It also includes image differentiation, channel differentiation and service
differentiation. Cadbury is completely differentiation with its competitors so consumer easily
identified the brand due to it's packaging of product which is attractive and easily identify
the brand. Company uses strong channels of distribution strategy in order to product easily
available to the customer (William and Zikmund, 2012).
Examine SWOT of cadbury:
Strength Weakness 
 The cadbury uses strong distribution
policy is major strength in that way so
easily reached the products and services
to the customers.
 Organisations providing products and
servicing according to the need and
demand of the customers.
 Cadbury is a biggest weakness
there are deficiency of employees
so it's direct impact the business of
the company.
 Conversion of the attitude and
behaviour of the employees
towards the company so it is a
negative impact which is shows
the sale of the company.

Opportunities Threats
 Company have to various opportunity
to expand the business due to
developing of new products and
changes in the existing products.
 One of the biggest threat for the
company is there are so many
substituent products are available
in the market so customer shift

them easily.
 Cadbury profit margin is less
because Quality raw material
come across the border so the cost
is increasing.
Marketing Budget:
Particulars 1st year 2nd year 3rd year 4th year
Investment 12000 30000 7500 6000
Initial money 12000 9000 6500 6000
Total 24000 39000 14000 12000
Marketing
outlay
12000 3000 2000 6000
Sales
publicity
2400 2000 5000 2000
Direct selling 4500 5500 3000 2000
Promotion 4000 1800 4000 1000
Total 22900 12300 14000 11000
Implementation and Monitoring and controlling:
Implementation is the process in which turning the marketing plans in to action
carrying out the activities. Monitoring and controlling in the last step of marketing plan in
which evaluate a those action and observing actual progress of the marketing plan. In
relevance of company, using the methods of monitoring and controlling because it is help to
achieve the success of marketing plan. It is a process in which also financial forecasting, sales
analysis, market share analysis and market profitability analysis. Revising the marketing
strategy in order to changing the marketing advertisement policy, product modification, price
reduction and place modification.

CONCLUSION
It can be concluded from the above mentioned information that marketing plan
important role within the organisation in context of achieving the goals and objectives of the
firm as well as performing the function in an effective way. It can also see that it has various
roles and responsibility regarding the different departments which help in managing the
functions of the form and achieving targets and timely manner. Marketing mix is important
factor for the firm which help in comparing and contrasting with competitors and achieving a
competitive edge over the competitive in the market. It can also evaluated that using a
marketing plan will help the firm in achieving its objective by making marketing objective
effective and using appropriate Framework like STP approach.

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