Marketing Mix: 4Ps and Beyond

The assignment delves into the concept of the marketing mix and its evolution over time. It examines the traditional 4Ps (Product, Price, Place, Promotion) and discusses expanded models such as the 7Ps, incorporating factors like People, Process, and Physical Evidence. The text references various academic sources to support its analysis of the changing landscape of marketing strategies.

Market

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Inter-relationship with other departments in organisation.....................................................4
TASK 2............................................................................................................................................7
P3 Organisation applies marketing mix in the marketing planning............................................7
P4 Evaluate a basic marketing plan..........................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Market is the place where buyer and seller purchase and sell their goods or services. In
the market, many people give security money in exchange of goods and seller also provides
products and services to the consumers. The company's marketing managers should scan the
market on internal and external basis. It combines all marketing essentials that can enhance their
employees ability, capability and skills and knowledge. . Marketing is very important for the
company which attracts large number of customers to the market. There are some functions
which are performed by the managers and they carry out various activities that helps to increase
the level of marketing. The project report is based on Cadbury which is multinational company
of chocolates. It is located in Birmingham, England, incorporated in 1824 and its founder was
John Cadbury. The company used high quality milk and material that increase the chocolates
taste. It is the bestselling chocolate product in the market. It manages its marketing function that
helps to achieve target goal and objectives. Marketing also analyse that how organisation use the
marketing mix in marketplace in an effective manner. The purpose of this report is to understand
the marketing mix to gain competition advantage against its competitors.
TASK 1
P1 Key roles and responsibilities of marketing function
The marketing is the process that develop different techniques which helps to convince
customers towards the products and which attract more consumers. The main objective is to
increase company's employees’ skills and knowledge that helps to provides maximum growth or
development in an organisation. The workers should also interacted or connected with the
marketing environment whether it is internal or external. There are some roles and
responsibilities of manager which helps to performed market function of Cadbury and increase
its market status in all over the world. There are some elements that helps in making marketing
plan more effective such as Product, Price, Place and Promotion.
The objective of marketing is to attract large number of customers towards their goods
and services that helps in increasing the company reputation and profit. The main management
function is helps to achieve plan of marketing in an effective manner. As the below image shows
that marketing is most effective in each way:
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Source 1: Marketing Management, 2017
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1. Production concept- An organisation’s manager should use some resource that helps in
increasing the production and profitability. It is very expensive to make and a very few
customers are purchase these expensive products.
2. Product concept- The product concept states that all customers consume that product
which fulfil their needs and wants that provides complete satisfaction in efficient
manner. There are some products which requires changes according to the demand of the
customers interest.
3. Selling concept- In this concept, the producer believes that they sell products at any rate
or price to the customers . They try to increase their sales volume among the customers
and offers some discounts prices also.
4. Marketing concept- This is the 1980's concept,which helps to focus on market concept
in the marketing function that also fulfil consumers needs and wants. The company try to
produce that products which are demanded by the consumers and enhance its customers
volume.
5. Societal concept- The societal concept decides marketing strategies to consider the
consumers needs and wants. In this concept, an organisation evaluates the marketing
factors that focus on internal and external environment in an efficient manner. Some
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company's develop the plans and policies which are made to analyse the marketing issues
or problems that faced by many customers in the market place.
Cadbury is the multinational chocolate company that is established by the Mondelez
international in 2010. It is the largest chocolate making company that is manufactured in the
large level organisation. The company operated in more than 50 countries and it is identified as
an international business. The famous product of Cadbury is Dairy Milk chocolate that is sold in
various countries in different taste. The company is established in 1824 and it is 193-year-old.
The company's manager mainly focused on their current workers and employees are more than
approx. 71,000 in 2015. This company is famous for their marketing strategies, HR policies that
managed by the managers in an effective and efficient manner.
The function of marketing provides helps to increase in productivity and profitability of
an organisation. The company is linked with other departments that provides to analyse
marketing conditions or latest trends which affects working environment. It also provides
different strategies that helps in evaluating higher growth rate. There are some roles and
responsibilities which helps to control their marketing function. An organisation will achieve
their gaols and objectives in an effective and efficient manner. The marketing is responsible for
creates fixed image on the mind of the customers. There are some roles and responsibilities of
an organisation are as under:
 Collecting market information- It is the first role of management and it is main
function of marketing department. . It helps to collects all necessary information of
different factors which are change and provides essential data to human resource
departments of an organisation. Marketing functions helps company's manager for
assuming and evaluating marketing strategies in an effective manner. An organisation
also solve issues or problems which are related to the efficiency of customers.
 Market planning- The marketing expert give suggestion to change in their marketing
plans and policies on monthly basis and company should target their consumer in a
proper way.
 Provide support and other services to consumers- The company can focus on their
customers interaction function that provides high level consumers and helps to resolve
all issues and problems faced by the manager to increase their satisfaction volume.
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 Promotional activities- The company should promote their products by giving
advertisement on television, newspaper etc. that fix image on the mind of the target
customers.
 Internal and external communication- The company's marketing department should
maintain their internal and external communication level that informed any detail to
management in an effective way.
 Relationship management- The company should maintained relation with the
customers and marketing department in a proper manner. The main role of marketing is
to develop relationship with new customers and attracts towards their products and
services. The main objective of manager is to give proper detail of organisations goods
to the consumers.
As above mentioned roles and responsibilities that are managed by the marketing
department which helps to enhance the productivity and profitability. There are some methods
and techniques that are used by the company's marketing managers which increase the
capabilities and abilities of an employee. It analyse the customers demands and wants which
satisfy the needs of expected products. It helps to evaluate the plans and policies of an
organisation that implement in an effective and efficient manner. The company has to follow all
the rules and regulation of the marketing department that provides higher profitability to an
organisation and provide higher growth and development.
P2 Inter-relationship with other departments in organisation
There are some marketing functions which helps to enhance Cadbury marketing presence
among the customers. It is the main role and responsibility of company's manager to evaluate
that all task are performed in different department in an effective manner. The top management
helps to make marketing strategies that provides necessary information related to the employees
in a proper way. The organisation should creates and identify the different opportunities which
helps to attracts more consumers in the market (Luan and Sudhir, 2010). The company can focus
on their inter-relationship that gives competitive advantage by follows some effective and
efficient process. The plans and policies made by marketing department is directly evaluates the
condition of products and services. It helps to changes in different department methods of
marketing which use modify product in an effective manner.
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Cadbury is the multinational chocolate company which produce milk chocolates and sale
it in all over the world. They provide different types of flavours which used by different
customers on every functions and occasion. The company's marketing department identifies the
needs and wants of target consumers in a proper way. They also evaluates the latest trends which
attracts new customers in the market. The marketing helps to increase their sale and profit in a
higher level. It provides different communication level that helps to connects with the
consumers. The marketing department is responsible for all data or information that are required
by the organisation to perform each task in an effective manner. There are some management
functions of Cadbury that helps to achieves target goals and objectives in desired way. The main
role of marketing department is to coordinate and cooperate the other departments within an
organisation. There are some different departments that are inter related to the other departments
which are as discussed:
 Marketing and customer services- The company manager touch with both the
departments and also helps to solve issues and problems in a proper manner (Mintz and
Currim, 2013). There are various methods which are used in marketing functions such
as resolve their issues, giving proper information and feedback which enhance the
power of understanding of customers problems in different departments.
 Marketing and human resources- An organisation should maintain their employees in
an effective way which are selected by the HR department by taking some interviews
rounds. The marketing helps to provides talented and skilled candidates who match for
the company. This helps to filled the vacant position with a talented employee.
 Marketing and finance- The marketing department helps to forecast finance amount
and evaluates budgets reports. They provides accurate direction which have to follows
by the finance department and keep this functions in high level. The marketing
department ensures that their all data and information are achieves in the target place at
time.
 Marketing and administration- The administration prepares plans and policies for the
company and they can resolve issues or problems which occurs in future that helps to
reach its goals and objectives (Leonidou, Katsikeas and Morgan, 2013). The company's
marketing department helps to understand different latest marketing trends and also
analyse the behaviour of the consumers.
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 Market and Research & Development- There are some different techniques which
can be changed by the managers in their research and development department that
provides new technology by scanning the market condition. They conducts various
events which helps to know the new techniques and methods in an effective manner.
 Marketing and production- The products and services are made by production
department to different methods in a proper way. The cadbury company adopts new
methods and technology which produce different products and services in an effective
manner. The functions of marketing forecast different production department for set
demand and supply.
There are some different functions which are established by marketing department to
evaluates the relationship with their necessary for the analysis of activities. These are stated as
under:
 Research- It collects all essential data or information that are analysed by different
department. It helps to evaluate and formulate marketing strategies.
 Supply chain management- It helps to managed transportation system and stock
management which provides all products or services are achieves to their expected
consumers.
 Risk assessment- The marketing department should conduct all the risk activities which is
related to the different market changes that are used by other department to make future
plans and policies.
 Forecasting- It helps to evaluates the future marketing condition within an organisation
(Menegaki, 2012). It provides future actions which are deal by the management in an
effective manner. Forecasting helps company's managers to examine that part where they
can improve their resources.
 Product development- The new product development is responsible for the marketing
strategies which helps to fulfil and analyse the research on internal and external basis.
TASK 2
P3 Organisation applies marketing mix in the marketing planning
Cadbury is the multinational company and it use marketing strategies for enhancing the
market share and gain profit. There are some rules and responsibilities which helps to increase
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their productivity and profitability levels. The company's manager should understand the
working environment within an organisation and they invest lot of resources or material for
doing various types of advertisement and promotional activities. The cadbury uses 7 marketing
mix as a tool and methods which manages or control elements that hides the ability and
capability to cover all market areas. Generally marketing mix is a part of different type of aspects
which helps to applied or used together (Grönroos, 2010). This provides high growth rate and
enhance managers skills or knowledge that helps to evaluates the behaviour of an employee in an
effective manner.
Source 2: Marketing mix (7P's)
In the present day of marketing, there are four P's such as product, price, place and
promotion. The current scenario of the company, it is most important to satisfy the customers
needs and wants and achieves required goals or objectives. There are some more P's which also
included such as people, process, physical evidence. The company has to controls different
market aspects in an effective manner.
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There are two organisations which are choose for comparative methods. The two
companies are Cadbury and Tesco. The reason for choosing different sector company is very
simple to understand. It will describes that how different companies working in business
environment and use marketing mix that helps to grew their sectors in an effective manner. It
will also help to improves skills and knowledge which are related to the promotion of goods and
services in the market. These two organisation are use marketing mix for achieving goals and
objective in an effective and efficient manner. They also gain competitive advantage to the other
market. The comparison and analysis of Cadbury and Tesco are as under:
Basis Cadbury Tesco
Product It is the multinational chocolate
company in confectionery sector.
They offers large amount of good and
it is known as chocolate powerhouse.
It has no dogs and 1or 2 cash cows in
its BCG matrix. It is biggest brand of
dairy milk.
It is the company that provides grocery
products and electronics items in a
minimum range. It is the third largest
brand of retailer shops. It main business
is to provides foods and grocery
products to its customer.
Price The company is based on pricing
strategies which are demand,
competition and packaging (Van
Waterschoot and Van den Bulte,
2010). Its main objectives is to applies
pricing strategies and its part is cost
leadership that helps to controls
competitions in the market.
The organisation has to sold their
strategies of pricing which lead cost
saving and create leadership. It helps to
make higher market share and make to
gain level of profits in the higher level.
There are many offered products which
gain attention of the consumers towards
their goods or items.
Place In 200 countries, the company's
products are available in the market
and it provides extra facilities in 50
countries.
Its price is established in more than 10
countries and recently it is expanded in
3 other countries. It has 7000 stores that
are used to provide more than 20
million consumers on annual basis.
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Promotion The cadbury company is depends on
advertisement and promotions. It helps
to use various type of media for
promoting its goods and services in
the market as per the functions. It
launch new product development in
the occasion and wants media for
focus their consumers about changes.
Tesco is the retailer company which is
also famous for promotions and
advertisements activities. They solve
various issues of the customers. They
are promoted their products ion an
special event in an effective manner.
People An organisation treats their employees
and customers equally. They provides
various benefits and offers by which
workers do their work in an effective
and efficient manner. Cadbury uses
high techniques to implement their
marketing strategies that deals with
people on internal and external basis.
It also scan environment by better
methods and be loyal in this process.
The company organise special program
for smoothly run the internal and
external environment. They also
invested large cost in the human
resource development that helps to
improves their employees skills and
knowledge of each and every type of
workers in an organisation.
Process There are different type of process that
run in an organisation. The changes
keeps place in which different types of
process shows the skills and abilities
of the company.
There are some process which helps to
produce a effective goods that satisfy
the customers needs. There are certain
capabilities that used by organisation in
an effective manner.
Physical The company sold their products in
more than 200 countries that acts as
physical evidence.
An organisation has some physical
evidence in more than 7000 facilities
and their products are purchased by the
consumers on regular basis.
Comparison
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There are some points that describes the differences between these two organisations.
The marketing mix is used for provides difference products and services from many other
players. There are some differences between Cadbury and Tesco are as follows:
Cadbury- The marketing mix is provides different types of products that are sold in the
market in high rate. It is an international market supplier and producers. After the analysis of
whole market they sold their products on special occasion because it enhance the customers
purchasing power (Constantinides, 2010). It is also based on marketing strategies in which they
promotes their goods through media such as television, online etc. It helps to reach their products
to the end user in an effective way.
Tesco- The company use marketing mix for achieving high amount of market share and
keep cost under control. The company's manager totally depends on promotional activities in the
market and manages traditional market in UK. The marketing mix helps to covers all target
market areas.
Application of marketing mix to marketing planning
Cadbury Tesco
The company has to change its range of
products which are prepared to fulfil their
customers needs and wants which helps to
divides market segmentation. There are
different celebration events that held within the
country and organisation should introduce their
products to fulfil their demands. They earn
more profit and has to update with latest
marketing strategies which helps to improves
their skills to provides market share and
resolve all issues in an effective manner.
The company evaluates the marketing mix in
an effective manner and analyse range of its
products that are useful. The elements used to
develop new market plan which helps to
implement the marketing strategies that
achieves goals and objectives. The marketing
mix helps to evaluate the data and information
which used in an effective manner.
P4 Evaluate a basic marketing plan
Planning is an activity which is important function for every organisation. It helps to
evaluates future planning in advance that provides next step of the company. It is important for
fulfil plan activity that requires the all capabilities. The company gain advantage of competition
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on the other player (Magrath, 2010). It helps to achieves their target goal and objective in an
efficient manner. The marketing plan of Cadbury are as under:
Company information:
Cadbury is the multinational chocolate company and its headquarter at Uxibridge, West
London (Magrath, 2010). It serves their products in more than 200 countries and it is established
in other 50 location. The company offers different types of products such as Temptations, Dairy
milk, Gems, Perk and 5 Star. The company changes their products as customers demand then
they provides different variety of products. It is very tough for the company to implement change
in an environment in dynamic way. Mostly customers love to eat chocolates products in these
days.
The company needs to identify the strength, weakness, opportunities and threats. It is
important to analyse as they provides existing position of the company. It also helps to evaluate
the essential productivity and issues. The SWOT analysis are given below:
 Strength(S)- The company make high brand equity among the customers. It helps to
develop strong customer loyalty and trust. They can organise successful advertising and
promotional campaign. Cadbury provides different variety of products to the consumers.
 Weakness(W)- The company has face some problem which are related to the advertising
and promotions. Some situation creates problems which are offers products that will
damage the image of the organisation.
 Opportunities(O)- The main opportunity is to reach to rural people. They needs to grab
the uncovered market. The company can takeover the small enterprise and increase their
market share (Van Waterschoot and Van den Bulte, 2010). They should diversify their
products quality, quantity and range.
 Threats(T)- The main threat of company is increase in cost material. The inflation is
became higher and it affects sales growth of an organisation. There is a difficulty of
international entrance in their local market and gives tough competition. The company
main competitors are Nestle, Mars, and Hershey's.
Environmental Audit:
It is very important for the company to analyse different macro factors that helps to
enhance the level of production and profit (Van Waterschoot and Van den Bulte, 2010). There
are external factors which affects company growth such as PEST analysis are as under:
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 Political- The political factor are directly affects the company's working conditions,
government rules and regulations. The tax is the major issue to provides on the business.
The government has to make their rules which will followed by the company.
 Economic- There are few economic problems that affects the expansion of the Cadbury
plans and policies. The recession hits the income of the company which lower the profit.
The company has to focus on external environment that majorly affects their plans.
 Social- The society has taken necessary steps which are provides safe and healthy eating
in the country. The company has to develop their products in healthy and secure way that
can easily consume by every person.
 Technological- There are continuous change in technology that affects the income of
company and increase productivity level. The company need to update their technology
and gives training to employees that helps to understands the new technique.
There are some goals and objectives that are set their organisations objectives. The
corporative objective are adds extra skills and knowledge to workers in training. They should
keeps all level of management in an effective way. The company's marketing objectives are to
reach the high sale and also increase their market share by 3%. This is an important for an
enterprise and they have to segment the target market on regular basis and provides best products
to the customers.
The company has affects the effective marketing mix that helps to cover large market
share in less time period. It helps to enhance their productivity and profitability which analyse
the market in an effective manner.
Marketing Strategies:
The company needs to adopt sustainable marketing growth strategies that will takeover
the smaller companies for growth and enhance market share. The plan has to evaluated in
effective and significant manner. The company should analyse the changes which are required by
the human resource department (Constantinides, 2010). The plans will be implemented and
evaluated in proper manner and monitors the performance of an organisation. There are some
problems and issues which are face by the company but now it can be achieved their required
goals in an effective and efficient way. The company needs to expand their profitability and
productivity in each sufficient manner. It helps to adopt plans and policies that are real and
changeable.
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CONCLUSION
As per the above mentioned report can be concluded that directly affects the company
overall production and profitability. The Cadbury has describes their roles and responsibilities of
the marketing functions which is higher in size. The marketing mix helps to achieves the
marketing planning process that fulfil the demands of the customers. The company needs to
expand plans and policies that helps to implemented strategies in order to gain market share and
consume base. The marketing mix such as product, process, price and promotions. It helps to
expand the market areas. The marketing plan is important to identify the various issues and
problems that affects company in many ways. An organisation needs to update the plans and
policies in an effective and efficient manner.
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<http://www.managementstudyguide.com/marketing-mix.htm>. [Accessed On 17th
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Roles and responsibilities of management functions. 2017. [Online]. Available Through:
<http://study.com/academy/lesson/top-level-management-definition-functions-
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