Marketing Functions for Organizational Success

This assignment delves into the key functions of marketing and their role in driving organizational growth. It examines how these functions raise consumer awareness about products and services, ultimately leading to increased customer attraction and purchases. The discussion emphasizes the importance of effective marketing strategies for achieving organizational success.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function of Cadbury.................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Elements of marketing mix to achieve business objective....................................................8
TASK 3..........................................................................................................................................11
P4 Evaluate a basic marketing plan for the respective organisation.........................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing plays a vital role to increase the profit of an organization. Every firm is
hunting to expand the sales and gain profit in the market. Marketing is also crucial to know the
customer demands, requirements, needs and their interests. In order to attract the end user of the
product and services the company conducts a research to identify the customer requirements and
then it provide the collected information to the company to develop the products and services
(Baker and Saren,2016). The core purpose of the marketing is to build a customer relationships,
establish a customer driven strategies that can achieve the higher consumer satisfaction.
This marketing report is based on Cadbury which is a British multinational confectionery
company and wholly owned by Mondelez International since 2010. The company was
established by John Cadbury approximately 194 years ago in Birmingham, United Kingdom. It
consists of 71,657 employees according to the 2008 information. The major product of the
Cadbury is Dairy milk Chocolate but it also offers a huge range of items such as bars, beverages,
desserts, etc. across the globe. Cadbury follows a top down approach with distinct chain of
command from top management to the middle management and clerical support assistance.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function of Cadbury.
Definitions and nature of marketing : Marketing is an organizational function which
communicates with customers to recognise their requirement and delivers a valuable product to
them. It manages a beneficial relationship between the organization and customers in which the
company get the profit in terms of money and the customers gain the contentment through the
purchasing of quality products (Brassington and Pettitt, 2013). It plans and take the decision
regarding the marketing activities, identify the customer needs and their buying behaviour.
Concepts, Current and future trends of marketing : The marketing concepts can be
divided into five major concepts of Cadbury. These concepts can be define as production,
product, selling, marketing and societal which can be beneficial for the current and future trends
of marketing.
Production concept : This is the most basic concept of marketing which states that
customers get influenced by the low cost and quality products. Managers are concentrated to
increase the production with low cost consumption and huge distribution of the product. The

core purpose of production concept is to increase the customer purchasing power through the
cheap price and quality of the goods. The product should also accessible at any place such as
Cadbury products has less price and also available at retail shops that enhances the supply and
production of the goods.
Product concept : In this concept the consumers always have tendency for high quality
products and innovative attributes. The customer admires the quality of the product but
managers should not stick at one place only for one product (Desai,2013). They should innovate
the things which is profitable for the company and the customer too. As innovative approach
keeps long customer relationships because the company fulfils their demands. For an example,
Cadbury is well known for Dairy milk chocolate and but over the decades it realizes that the
customers are looking for new flavour of chocolate. After the recognizing the customer's
interests it rolled out a wide range of Dairy Milk silk and promoted it through all the possible
ways. As it can be see on the TV advertisements which increases the curiosity to purchase the
chocolate and that is the main motive of the product concept to introduce a new product in the
market whenever it is required.
Selling Concept : It focused on the promotional activities because the customers tends
over the aggressive promotion of products and services. These activities increases the sells of
Cadbury such as Dairy Milk Silk promotions.
Marketing concept : It emphasizes on the requirement of the target customers that
supports to deliver products and services which offers them a satisfaction. Marketing team builds
an image of the organization which is helpful to reach out the customers because the customer
automatically towards a brand. As the Cadbury is a well known brand in the market and because
of that the customer strongly believes on product quality.
Societal Concept : Its core focus is on the needs and requirements of the target people.
Cadbury investigates about the interests, choices and tastes of the customers so that they can
enhances Cadbury sells (Desselle,Zgarrick and Alston, 2016).
Marketing plays a crucial role for Cadbury because it analyse the needs of the prospect
customers and then promote it among the end users. It develops strategies to recognise the end
users needs and then promote the goods which are provided by a Cadbury. So that the customer
can attract towards the products and increase the purchasing capacity. Marketing department also
has a hierarchical structure such as the marketing head, managers and the employees who works

on the ground to accomplish a marketing campaign. It is also useful for B2C and B2B because
both of these needs to be aware about the product availability to enhance the sales of the
products whether it targets to the organization as a customer or people.
Marketing Functions
There are seven marketing functions that manages the entire activities from research to
distribution of Cadbury products. These functions are mentioned below -
Distribution Channels : It is a good to have an idea about a certain product as the
founder of the Cadbury had a thought of chocolates. But more than having an idea for the
business, it is most important to provide chocolate to the target customers. A distribution channel
is required to sell the chocolates and that can be supermarket, a small retail shop or any place
where the prospect customer can easily get the products. It means that a products needed to be
take to the customer to increase sales and gain the profit. Cadbury chocolates has a wide range of
distribution channels that is the main reason of its increased sales (Dibb and Simkin, 2013).
Product and Service Management: It refers to managing customer response regarding
products and services through listening customer feedback and analysing needs and wants. This
is crucial because it provides the information about the customer perceptions and their point of
views which aid to keep the product update. For an instance, Cadbury analyse the requirement of
the people to keep updating the new flavour of the chocolates.
Pricing: The price of product has a huge impact on the demand of the goods. Cadbury
has an affordable price strategy which attracts the people. As the people always looks for the cost
effective products with quality and Cadbury chocolates owes the market from years due to the
price and quality. As the price is the major function of the marketing which is decided after
research of the market which embraces that what would be the reasonable amount for them. This
cost is the main reason to increase customer demands.
Promotion: This is the major function of marketing which aware customer about the
availability of certain product and services. For an example, Cadbury adopts various promotional
activities which aggressively provokes the target customers to raise the sells of products. There
are a lot of channels for promotions such as TV advertisement, internet and print media which
encourages the people to buy a in new range of chocolates (Hauer,2011).
Selling: Marketing and sells are both compliments each other because marketing make
the targetted customers aware about a certain product. The marketing team put their efforts to

know the customer preferences and guide sales staff to sell their product in the targetted market.
They investigates about the current trends of the market and then gives leads to their sales team
where they can gain the competitive advantages. For an illustration, Cadbury analyses the
requirement of the desserts and then it provides desserts in the market to increase the sales of
product.
Financing : Money is important for a business organization because it operates all the
operations without any interference. As there are various marketing activities that needs to put
money to promote the products, organizing campaigns in a smooth way. Cadbury needs funds to
conduct its marketing activities in a smooth way. Finance department assist to provide money to
spend on all of these activities so that all marketing functions can be easily carried out without
any interruption (Jones and Rowley 2011).
MIS: Marketing information system is used to store the information about the customers,
products and services. It supports Cadbury to retrieve the information about their targetted
customer to identify their preferences and choices. It is majorly used for decision making
because it stores the information about the customer feedback, desires and requirements so that
the company can provide them new products according to their needs and interests.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
There are various functions of marketing that enhances the operational area of an
organization. But the core purpose of the marketing is to increase the sales of Cadbury and to do
it needs to communicate with each department of an organisation. As there are various section in
Cadbury and each of them is working separately but marketing has to balance with all of them to
conduct its activities (Lamb Hair and McDaniel,2011). There are several role and responsibilities
of marketing team with respect to other departments and that are as follows -
Research and development : The marketing team needs to know about the latest trends
and requirement of the product in a certain region. To gather the information from various
segments of target market the marketing department needs to contact with R&D because it will
provide the detail about the products and services. For an example, the research and development
team will assist to cater the information from the market according to the requirement of the
people such as what kind of people are purchasing the products, interests, choice and the amount
which they can pay willingly. The team will provide the information to the marketing team and

then it boost up the activities to promote its chocolates or other Cadbury products in the
marketplace that can enhance the sales and increase the profit.
Human resource management – The marketing section also needs to connect with the
HR manager. The marketing team needs to tell about requirement of the new employees and then
the manager will hire the employees according to the qualification and skills. Human resource
manager will recognise the need to of the staff for the marketing activities which will increase
the productivity of marketing team. Human resource manager will follow the complete
procedure to recruit the employees(Malhotra, Birks and Wills,2013).
Customer service department : It provides crucial information to the marketing team.
As whenever the customer would have some problem or complain regarding Cadbury's product.
The marketing team will collect the information and put efforts to resolve the issues. For an
example, if people are demanding for the sugar free chocolates and they give this suggestion to
the customer service. The marketing team will retrieve this information and investigate about the
product interest then it provides information to the production development team to develop
such products that meets the customer satisfaction.
Administration : This department refers to the top management of the Cadbury such as
the CEO. It is the highest authority which has the right to approve or reject any proposal.
Marketing team needs to take approval from them before taking decision because they have the
keen eyes on every marketing activities. So it is required to take show them a marketing team to
the get the sanctions.
Finance – It is the major requirement for organizational operations and functions of
Cadbury. Marketing has requires funds to maintain the flow of work without any hurdle. So the
marketing team will reach to the finance department to get the funds that will help to maximize
the marketing activities. These funds will be required to promote the Cadbury items through
various mediums such as the online campaigns, TV advertisement, quiz contests and so on.
Marketing needs to pay connect with every department to conduct the activities in an
appropriate manner that will drive the profit to Cadbury organisation ( Mihart, 2012).

TASK 2
P3 Elements of marketing mix to achieve business objective.
Marketing mix : Marketing mix is the step which organisation take in order to promote its
brand or product in the marketplace. It is about putting the right product or services at a right
place at correct price and time. Marketing mix include all the activity which organisation
perform from producing to sale of the product. Business perform different practices in order to
generate good response in the market place. Initially, there are only 4 p's which is Product ,
Price, Place ,Promotion but now it was extended to 7 p's with the change in the environment. 7
p's is the addition of the above 4 p's it included People, Process, Physical evidence. To apply
effective marketing mix in the business is needed that marketer know the business plan of their
undertaking (Novak,2011)
Comparison of marketing mix of Cadbury and Nestle to planning process
Marketing mix Cadbury Nestle
Product The products in which cadbury
deals are namely Bournville,
crunchie, cadbury dairy milk, five
star, bournvitta, fruit sundae,
caramel cake bars etc. are among
the huge product list. The company
not only deals in chocolates it also
provide other products like
beverages and desserts. The
business currently entering into the
ice cream and biscuits areas to
enlarge their market share.
The company is offering dairy
products, chocolates, beverages and
ready to cook foods. Nestle provides
a wide variety of the product mix
which comprises of food,health and
nutrition product to meet the
customers need. The products in
which nestle deals are bottled
water,baby foods , breakfast cereals,
chocolates ,coffee ,dairy products
and ice creams.
Price The enterprise is following cost
effective strategy in which they fix
high prices for a few products like
bournville and there are some
products which are priced lower to
The company follows skimming
pricing strategy. The nestle does not
have the loyal customers who buy
the product even there is a high
fluctuations in the prices. The

target the needs of other segments
(Ormrod ,2014). The marketing
mix pricing strategy of cadbury
depends on the
competition,demand and packages.
The customers of the company is
so loyal that they buy the product
even when there is a rise in the
prices.
company offers a product by using
competitive pricing because of the
presence of many companies who
are providing the same product like
kitkat and munch. The respective
organisation have the similar price to
the cadbury in the chocolate
segment. The pricing strategy of
nestle depends upon the competitor,
product quality and geographical
area.
Place The products of the company are
available both in urban and rural
areas. The business has good
distribution channel due to which
they make product available to the
customer within 2 minutes from
any local retail shops. The
company is at present providing
their product in almost more than
200 countries. They have no
personal stores in the market, they
traded their product online with the
help of existing online businesses.
The company is known for the
strong marketing and sales network
for distribution. The company at
present follow FMCG channel of
distribution. The company uses other
businesses online platform to sell
their product. The most of the
revenue comes from the European
countries which is 90% of the total
sales. With the help of stronger
products like Nescafe and Maggie
they are able to trade weak products
(Papasolomou and Melanthiou
2012).
Promotion The cadbury done promotion
through the help of television,
newspaper , online radio and
poster. There are various tag-line
which are attached with various
Nestle use all media like TV,
hoardings , print, online ads etc. for
the promotion of its product. The
company is come up different
marketing strategy to brand their

products of cadbury. They
promoted their product as a sweet
which can be used on the happy
occasions.
products. For example : Maggie
which they associated with 2 minute
snack which can be easily prepared
by the anyone without even knowing
cooking.
People The main objective of the company
is to increase their sales and market
share. For that they provide
effective training to the employees
and manger so that they can
improve their performance and
productivity. In achieving
objectives and to reach at large
masses, mangers and employees
are the important persons
(Perreault, 2010).
The employees of the company are
one of most common reason due to
which nestle and many companies
able to bring innovation and
creativity in the organisation. If the
employees are not able to make
qualitative product for which
company is known than it will
create negative impact on the sales
and profit. Organisation need to
make concentration on their
employees before assigning them
any task.
Process The company is having good
delivery services due to which they
are able to provide the product to
the people very easily. The
company is using different
producing and deliver services in
order to attract customer's. Cadbury
uses transparent strategies for
preparing food items. They
disclose the ingredients which they
used in manufacturing their
product.
Nestle has their own business
procedure which they used in
running their day to day operations.
Process involves the method
included in delivering the product
and services to the customer. Nestle
have good process in place in which
they deliver the same standard of
service to the customer(Pike,2015).

Physical evidence Cadbury provide the product with a
attractive packaging on the
festivals. They always make
changes in their packaging and
product design in order to attract
the customers. In festive time they
make a separate pack according to
special occasion in which they
provide all types of commodity of
their brand in one packet. When
person get all types of things in one
product than they will induce to
buy it .
Nestle providing variety of
products and beverages in the
services for which they put focus on
their product presentation. They
does not able to provide the product
according to the changes in the
environment. The services which
they provide to the client always
remain similar as they does not
make modification frequently.
TASK 3
P4 Evaluate a basic marketing plan for the respective organisation.
Marketing plan : It is a document which business uses as a outline for its strategy and
tactics. It is the part of the business plan which will help authority to marketing their product.
This is a approach which business uses in order to develop its product and services which able to
satisfy customer needs and wants. These marketing plan gave the priorities of your marketing
effort which have to fulfilled in the respective year. It support the business in knowing the
vision ,mission and provide a path through which organisation able to achieve its desired result.
Executive summary : Under this section there is a evaluation of the marketing
environment of cadbury who deals in food products and confectionery. It is a food and beverage
company which operates in almost more than 200 countries. The organisation use marketing
strategy in order to enhance its global presence. For implementing a effective marketing plan
they analyse the vision ,mission ,objectives and financial performance of the organisation.
Cadbury uses marketing plan to make people understand how their product is better as compare
to their rival firm (Silverand et. al., 2012).

Vision of Cadbury : They want to produce the product which people love in-spite of the
product which they able to make. Company want to achieve their targets by using digital
technologies for their promotion.
Mission : The mission of the company is to continuously improving their quality. As
there whole business and its profit depends upon the quality. They want to provide the qualitative
product because reputation is based on that. For the new product there mission is to provide a
customer unique and tempting taste. They want to offer the product which can bring water in
their mouth and customer's can resist them from eating it.
\Objectives :
 To continuously improve the quality of the product so that they can stand differently from
their rival firms.
 They wanted to establish large number of stores worldwide to make their strong presence
in the market.
 They always try to make different packages so that customer's can get attract towards
their product easily.
Swot analysis of the cadbury
Strength :
 Cadbury has a very successful marketing and advertising campaign due to which people
able to get their product easily.
 They have very strong distribution network through which they are able to provide the
product in many countries like US, UK ,India and Australia.
Weakness :
 There are may cases happen with the cadbury where cockroaches and the worm are
founded in their chocolate. All these things damage the reputation of the company.
Opportunities :
 Cadbury can provide their product in the rural market through the use of effective
distribution channel.
 They can widen their market presence by providing the product to the area which is
untapped (Swenson,Rhoads and Whitlark, 2014).
 The company can enhance its market share by inventing more products into their food
segments.

Threats :
 Now a days people are more conscious about the health which stops them from in taking
chocolate.
 Company is facing huge competition from the international and local brands like nestle
which can affect the market share of the cadbury.
 Cadbury is positioned their product as festive product but with decrease in the festive
decrease the demand of the chocolate.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000

Total 19900 15700 14300 18000 18300
Segmenting : The company should segment the product to the adult so that they can use
for the purpose of gifting and eating.
Targeting : The company should target their product to everyone children ,families and
adult. It is the product which is readily available whenever the person feels the need of sweet. It
can be stored for a longer period of time. The product should be made available in such a form
that it can be easily afford by lower, middle and upper class(Rossi Allenby and McCulloch,
2012).
Positioning : Cadbury provides a sweet product which are already positioned at a happy
occasion or new beginnings. The company at present positioned at only few blissful occasions,
they should extend this to many more occasions and the daily routine. So that people consider it
as a sweet which can be used anytime whether happy or sad.
CONCLUSION
From the above conclusion it is concluded that marketing is a essential part of the society
which organisation have to perform in order to achieve competitive advantage and growth. There
are various role and responsibilities of marketing department which help organisation to increase
their sales and profitability. This report defined about the Cadbury as how they use the different
marketing mix and strategies in order to promote their product and services. Herein it considered
various department which are interrelated with the marketing function. These functions are
responsible for the activities of other department of the organisation. By the help of these
marketing functions they make people aware about their product so that they attracted to
organisation and buy it.

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