Roles and responsibilities of marketing relate to the wider organisational context

Marketing Essential
Contents

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1 Key roles and responsibilities of the marketing function........................................................1
2 Roles and responsibilities of marketing relate to the wider organisational context.................4
TASK 2............................................................................................................................................6
3 Marketing mix to the marketing planning process to achieve business objectives..................6
TASK 3............................................................................................................................................8
4 Marketing plan.........................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Marketing refers to the promotional activities which are adopted by organisation in order
to promote its products and services. It includes market research, advertisement and many other
things which contributes in increasing profitability of the company (Baker and Saren, 2016).
Present report is based on Cadbury, the company was founded in 1824 by John Cadbury. This
organisation deals in confectionery products and offers its product at international level. This
report includes information of about key roles and responsibility of marketing department along
with their functions. Further describes relationship of marketing department with other core areas
of the company. It also compares different marketing mix process of Cadbury with the
competitor company that is Nestle. And, at last it develops a marketing plan for Cadbury.
TASK 1
1 Key roles and responsibilities of the marketing function
Marketing is considered as the set of activities which are conducted by the organisation
for exchanging their views and thoughts about its products and services which shows value to
the customer, society, partners, clients and many more related person at large scale.
Concept of marketing: It emphasises on the philosophy which states that organisation
are firstly required to evaluate needs and demand of the customers and after completion of this
analysis they should take effective decision which will help them in satisfying needs of
customers. It basically aim to increase number of loyal customers for organisation.
Current and future trends of marketing: Marketing department is changing day by day
according to development of industry as well as market place. As per the evaluation, it has been
identified that currently organisations are using print media as a marketing activities like
pamphlet, posters, newspaper ads, magazines and many other options. This helps organisation is
sharing about the companies products and services with the customers (William and Zikmund,
2012). On the other hand, marketing department of organisations can also adopt social media as
a marketing tool. In order to promote its products and services in more effectively. Social media
is a part of online media that will help organisation in connecting to huge range of customer at
global level. It also contributes in increasing profitability ratio of the company with the
increasing number of loyal customers.

Marketing process: Marketing process is basically consist of 4 steps which is followed
by the department in order to persuade interest of customers towards their products and services.
These steps are divided into 4 different stages which are described as below:
 In the first step organisation basically evaluates external market in order to identify
available opportunity at market place. This includes needs, demands and requirement of
customers.
 After evaluation of the market, organisation often targets selects target market which can
generate maximum output for them (Baack, Harris and Baack, 2013). In this, further
customers are also targeted as per the type of product which is offered to customers at
market place.
 After identification of target market, marketing develops an effective marketing mix
strategy which will contribute in promoting products and services with the targeted
customers.
 Last step of this product involves execution of the plans and strategies which are
developed for the purpose of promoting products and services with the customers.
Cadbury is a UK based organisation which offers high quality chocolates to its customers
at international level. Its chocolate are much popular among customers for its unique taste and
different flavours that are offered to the customers. As per the given case scenario, it has been
identified that there are numerous of functions which are performed by marketing department in
order to generate huge amount of profitability for the company. In relation to the Cadbury,
marketing department of this company plays essential role in its growth. As it helps the company
in communicating with its customers about new products and services which are offered by the
company at market. It can be said that effective marketing practices are helpful for the company
in increasing number of its loyal customers. It has been evaluated that there are numerous of
marketing functions which are performed by the marketing department of the company. Some of
these functions are described as below:
Market information: In the first function, marketing team initially evaluates overall market in
order to identify needs and demands of the customer (Silberschatz, Galvin and Gagne, 2014).
This includes analysis of both internal as well as external factors which have influence over
operational activities and profitability of the company. It also analysis products and services

which are offered by the company in order to check that they are actually liked by the customers
or not. This collected information of market is further used in market segmentation.
Market planning: In this function, marketing manager aims to prepare an effective market
planning whose main motive is to meet targeted marketing marketing objective. It includes many
aspects like promotion, productivity level, action programs and many other activities. Major aim
of this market planning is to enhance presence of the company at market place. It also helps in
increasing market share of the company.
Exchange functions: Main function of marketing department is to buy and sell products and
services of the company at market place. In context to Cadbury, marketing team of this company
evaluates overall market condition in order to understand actual demand of customer (Joshi,
2012). The function also contributes in availing products and services of the company according
to their desired demand. This marketing function includes personal selling, sales promotion
activities, advertisement and etc. Overall it helps in increasing sales of the company by
conducting an effective interaction with the customers.
Product designing and development: This marketing function mainly emphasise on
formulating appropriate designing and development of product in order to attract target
customers of the organisation. In context to the marketing department of Cadbury, the head of
this department mainly focuses on observing actual market where every customer demand for
new design. In this regard, they willingly takes an appropriate decision which can satisfy
expectation of customer. Further, marketing team guides production team about making shapes,
style, design etc, which will satisfy customer.
Distribution channel: It refers to the function which includes transportation and storing. For
marketing manager, the function aims as formulate effective warehouse system where products
of the company can be stored at bulk in order to make them safe. This also helps organisation to
satisfy the need of the frequent customers as products of the company are stored in advance only.
In context to Cadbury, the company can hie its warehouses in every country in order to transport
its products to retailers in continuous manner (Rossi, Allenby and McCulloch, 2012).
Financing: In this function of marketing department, the team also operates various activities at
market place which are related to the finance. For example: Marketing manager of the Cadbury
often gives credit facility to the customers(channel members or retailers) as they are considered
as the regular client of the company. Marketing team of the company also negotiates with these

retailer about the prices of chocolate. It has been observed that these department gives credit
facility to retailer in order to maintain healthy relationship with them for future. It also
contributes in the increasing sales of company.
As per the above mentioned functions of the marketing department it has been analysed
that this department perform various roles in market place as well as within the organisational
premises in order to maximise profitability ratio of the company (Brady, 2014). These functions
also believes in making effective relationship with the distributors as well as retailer which helps
them in satisfying demand of the customers.
2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing department of every organisation plays an essential role in the growth of the
company as they are sharing information about products and services at market place. It can be
said that marketing department of Cadbury is interrelated to various organisational departments
which contributes in the growth of the company. This interdependencies occurs because mainly
marketing department is the only one which interact with the customers as well as other related
person at regular basis. And further marketing department guides internal departments about
actual demand, needs and wants of the customers. Interrelationship of marketing department with
other department of Cadbury are described as below:
Marketing and Human resource: Marketing department is related to the human
resource department in the company. As marketing team is promoting products, services and
other activities of the company at market place. This familiarise customers about organisation, its
brand image, goodwill, financial status and many more details (Clow and James, 2013). This
also attracts candidates who are seeking for the job. As a result, these candidates can be further
hired by the Cadbury's HR department in order to fulfil their vacant Job in the company. It
reflects dependency of HR department with the marketing department as if marketing team will
not make goodwill of the company effectively then no one will agree to work in this company.
Marketing and Finance: Marketing department of Cadbury helps finance department by
increase value of the company at market place. This will increase more number of customers as
they are aware about the company, its products and services as well as its uniqueness features.
All of these attracts high range customer and raises fund for Cadbury, as its sales has been
increased with the increasing goodwill of the company. This helps finance department to allocate

funds to different department which will help them in performing their business activities
effectively. On the other hand, marketing department is also directly related to the finance
department. As it provides funds to them for executing their marketing plan at market place in
effective manner. This reflects interdependency of both the department with each other.
Marketing and Production: Marketing team of Cadbury communicate actual needs and
requirement of the customer to the production department in order to make them realise about
customers expectation. This helps production team to modify their product according to the
requirement of the customer. This saves the wastage level of production team as they
manufactures amount on the basis of customers need only (Silver and et al, 2012). On the other
hand, in festive seasons production team helps marketing team in satisfying demands of
customers which is quiet high in comparison to the off season days. Production department also
produces extra products beyond their shifting hours. This reflects interdependencies of both the
department on each other.
Marketing and research: Research department of Cadbury collects information about
the targeted customer zone of the company. This gathered information is used in finding out
needs, requirements, buying behaviour recent trend of the customers. Further, research avail this
collected data to the marketing team in order to aware them about actual needs and status of the
customer. As a result, marketing department prepares an effectively marketing plan which is
further used by their team in order to influence interest of customer towards them. This also
guides marketing team the way through which they can represent Cadbury's products and
services to the customers on the basis of their respective demand. It shows their interdependency
of both the department on each other.
As per the above mentioned interdependency, it is clear that co-ordination is important
for carrying business activities smoothly. Uniformity and balance in the work of all the
functioning units is key to achieve organizational goals. It integrated all the functions of
management and synchronized the individual efforts along with team's efforts. Also, this
promote good relationship between employee and employer, which increases their efficiency to
achieve objectives. It can be achieved through, integration, balancing and timing. Further,
conflicts are minimised, work of quality is improved, costs are reduced and so on. It is a
continuous process and a pervasive function.

TASK 2
3 Marketing mix to the marketing planning process to achieve business objectives.
7Ps of marketing mix
Basis Cadbury Nestle
Product Cadbury is a leading global
company which was
introduced in 1905. It produces
tea, coffee and candy brands. It
uses high proportion of milk
within the recipe as compared
to rival products (Armstrong
and et al, 2015). In beverages
there is bournvita which stands
as one of the leaders in milk
accompaniment.
Nestle was introduced in 1905,
it is one of the strongest
FMCG company at a global
level. It produces chocolates,
milk products, and various
prepared food aides. The main
cash flow of nestle lies in the
maggi noodles which itself is a
landmark in the food industry.
Price The price distribution of
cadbury is reasonable accept
some products like oreo which
require more marketing to be
on top as compared to other
products. The cadbury
chocolate dairymilk is
considered as premium brand
with a reasonable price and
with a target reach in every
segment as possible.
The price in this industry is
depend on the market itself.
The nestle and maggi are the
clear leaders in the market in
terms of it's price as compared
to its other competitors. The
increase in price did not
distract it's customer attention
due to the quality of the
product.
Place The distribution strategy of
cadbury is magnificent as
compared to other brands. It is
The distribution strategy of
nestle is known to be good for
channel distribution with good

available in every area
possible except some rural
area as where supply is low
but the demand of the product
is also very low. It follows the
same marketing strategy of all
the FMCG which is breaking
the bulk.
marketing and sales network.
It introduces various marketing
tactics like trade discount to
attract the customers (Babin,
and Zikmund, 2015). The most
in demand products of nestle
are Maggie and nescafe.
Promotions The promotion tactics of
Cadbury for each of it's
product is different like for
Bourneville they have “you
don't buy a Bourneville you
earn it. It uses ATL as well as
BTL marketing but the BTL
marketing is very good as
compared to other brands.
The Nescafe tune of nestle is
one of the most known tune in
the advertising history which
was launched 2 decades back.
This type of nestle among it's
customer is continuously
increasing because of the
excellent product quality of
Maggie and it's amusing and
humorous campaigns.
Physical Evidences Cadbury maintains its physical
evidence by adapting proper
hygiene in the stores as it helps
attracting more number of
customers (Lovelock, 2011).
Nestle is using effective
interior as its physical
evidence. This helps the
company in attracting more
number of customers..
Process CADBURY mainly
emphasises over process of
organisation through which
they executes their business
activities. The company is
adopting latest technology in
its process in order to avail
Process of Nestle focuses on
minimising level of wastage.
The company also allocates its
resources effectively to the
employees.

quality products to its
customers.
People Cadbury is considering its
employees as people as it
organizes various induction
and training sessions for their
employees to deliver a good
quality product and to build a
bridge between the top level
management and the low level
management.
Nestle has organized various
campaigns in various countries
of the world for the purpose of
sales promotion. Nestle India
has been recruiting lakhs of
people to join their company.
The above comparison shows the areas where Cadbury is required to improve its business
strategies for meeting marketing goals. It should revise its price and make it more competitive.
Also, marketing should be done in rural areas to increase its sales. To attract customers, its
should use innovative advertisement ideas. Also, it can use social media to connect with large
number of people.
TASK 3
4 Marketing plan
Marketing plan refers to the blueprint which guides marketing team about all the activities which
are going to executed by the company. This plan also helps organisation to evaluate market
condition which might affect growth of the company in future (Ahmed and Rafiq, 2013). In
relation to the CADBURY, its marketing manager have formulated an effective marketing plan
which will help organisational performing their business activities accordingly in order to attain
their targeted goals and objectives. Marketing plan of Cadbury is described as below:
Overview of the company
CADBURY is a renown brand in the world which deals in confectionery. The company
was established in 1824 by John Cadbury. This organisation offers chocolate products to its
customers that are caramel, dairy milk, fruit and nut etc. Manager of this company often avail
certain discounts to its customers in order to increase its sales.

Mission: Cadbury believes in continuous improving its quality of the products for
delivering high class products to its customers.
Vision: The vision of CADBURY is to develop a brand name which becomes first
priority of its customers. .
Marketing objectives
 The main objective of company is to enhance sales by 15% in 5 months.
 To develop CADBURY Kurkure for increasing market share by 20% in 2 years.
STP: It is considered as the three approach process which helps in the making of effective
marketing plans. Through this process organisation firstly divides overall market on the basis of
different segmentation. After segmenting organisation further targets potential customer in the
segmented area according to needs and requirement of customers. And at last, positioning of the
desired product is executed. STP of Cadbury is described as below:
Segmentation: It is the process of dividing huge market into smaller group of customers which
helps organisation in connecting needs of consumers with their desired products. Segmentation is
done on the basis of four different components that is geographic, behavioural, demographic and
Psychographic.
Targeting: In this, after selection of segmented market the company often target customers on
the basis of their requirement. The manager of CADBURY also targets consumer according to
their needs and demands.
Positioning: In this, organisation positions brand value of the product according to the needs and
requirements of the targeted customers. It involves the image and reputation of brand in minds
of consumers at marketplace.
Swot analysis of CADBURY
Strength
 CADBURY owns a strong distribution
channel and also uses effective
marketing practices.
 It offers variety of products according
to the budget of customers (Huang and
Sarigöllü, 2014.). As it prices are based
on size of its products.
Weakness
 It is difficult for the company to acquire
highly skilled and trained employees all
the time.
 As per the changing time people
are more aware about their health
which makes them strict in eating
chocolates and other products which

are offered by the company.
Opportunities
 The company can enter into other
sectors like media. As there is the huge
scope in this filed for a well know
brand.
Threats
 Increasing rates of raw material is a
major threat for the company as it
minimises their profit margins.
 Number of competitors is increase in
the same industry which reduces
overall market share of the industry as
well as company.
B
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales publicity 2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Total 25000 7000 10000 9000
Monitoring and control
After formulation of marketing budget, it is essential for marketing manager or team head
to monitor and control every activity at regular basis. The main aim of this step is control
unwanted scrap or other unworthful expenses in order to save money of company which can be
further used in effective area (opolšek and Čurin, 2012). For this, team head of Cadbury is
analysing overall activities of the company that is required to be monitored at regular interval of

time. As a result, it helps organisation in attaining its targeted goals and objective of the
company.
The company should use innovative ways to attract potential candidates. It should
provide attracting compensation along with bonus and incentives to retain its best employees.
Apart from this, it should shift and change its procedures towards organic. People are getting
concerned about their health, they should take it into consideration and changes the quantity of
sugar and other components that could affect their health. The raw material should be obtained
from a supplier which will provide it in the lowest cost.
CONCLUSION
From the above mentioned report, it has been analysed that effective marketing practices
are beneficial for the organisation in order to promote their products and services at market
place. It has been analysed that marketing process is beneficial in increases sales of the company.
Along with this, it also describes about different marketing functions which helps organisation in
improving their productivity level. It can be said that marketing department is interrelated to the
entire department in organisation. Along with this, its can be said that marketing plan helps
organisation in executing their pre planned activities which helps the company in increasing its
command over customer and also contributes in increasing profitability of the firm.

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