Roles and Responsibilities of Marketing Function in 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