Annotated Bibliography and Essential Aspects of Marketing Research

This assignment requires the creation of an annotated bibliography on essential aspects of marketing research, covering various topics such as corporate communication, social responsibility, branding, and more. The annotated bibliography should include at least 15 references from academic journals and books, with a focus on highlighting key concepts and theories in marketing research.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explain the concept of marketing including their current and future trends..........................1
P2 Interrelated with other functional department........................................................................3
P3 Marketing mix to the marketing process to achieve business objectives and comparison
from others...................................................................................................................................4
P4 Produce and evaluate basic marketing plan for the Cadbury company..................................7
CONCLUSION .............................................................................................................................10
REFERENCE ................................................................................................................................11

INTRODUCTION
Marketing means to create a brand image of product, promotion, supply of good and
services as per demand and advertisement of products in order to make profits. Basically
marketing is the essential activity in every field that helps to make profitable organisation and
adopt new technology to promote the brand. This is an technique that defines the plan of action
and thought to increase in number of sale (Banerjee, 2013). In this report following topics are to
be covered such as marketing and its trends, marketing processes, role and responsibilities of
marketing manager, interrelations with functional department, importance of merchandising and
marketing mix that includes 7Ps such as price, place, promotion, positioning, packaging and
people.
P1 Explain the concept of marketing including their current and future trends
Marketing is the process of exchanging goods and service in the market where consumer
is ready to buy or sell product according to their need and wants. Marketing include the various
concepts such as production, product and selling concept it help the Cadbury company to
identify customers need. Build strategies in respect of their competitors, so there are some
concepts define below:
Production Concept: It is the basic concept of marketing which define that consumer
prefer cheap price product with the quality. So the manager of Cadbury company adopt mass
production strategies which help to reduce cost and than consumer can afford it at lower price.
Product Concept: In this concept, consumer choose the quality product or new features
so Cadbury's manager produce quality product for the consumers. It will match with their
customers requirement and need (Beatty and Samuelson, 2014).
Selling Concept: According to this concept any individual or organisation is not able to
buy their own products. So the manager of Cadbury make promotional strategies to increase their
sale in the market.
Current marketing trends is to focus on customers experience through feedback,
promotional content, digital campaign for the marketing etc. Future trend of marketing is depend
upon the consumer's decision, through various mobile application, personalised items etc.
manager of Cadbury take decision according to the current and future trends of marketing.

Marketing Process: It is the process where, organization analyse the marketing
opportunities and select the targeted one and then apply marketing mix concepts for the
marketing efforts. Marking process include the 4 steps which help the business to target rights
customers in the market.
Roles and responsibilities of marketing function
Marketing research: It is a process that helps to link the manufacture, customer and
consumers to the market by using market information. Such as manager of Cadbury company
visit the market and get information what customer wants. After marketing research manager
focuses on production of products.
Marketing mix planning: This is the second step which is done by managers after
analysing customer demands and needs. Manager of Cadbury makes planning that includes what
should be done to manufacture and when should be produce in order to fill customer demand. It
also consider at what price, place and product need to make available.
Marketing implementation: This includes implementation of marketing planning which
is prepared by the managers of the organisation. Hence, After marketing mix planning it is the
duty of Cadbury's manager to implement the plans.
Controlling: This is the ending step of marketing that is completed by the manager. In
Cadbury company managers control all the marketing plans and prices that helps to increase the
profits. If there is any problem found by the managers such as costly raw material, limited labour
and other resources, then manager need to control the marketing situation and take corrective
action.
Marking department will need to work with the operations, financial and human
resources in order to enhance their efficacy & effectiveness to run their business effectively.
Company required enough budget to done market research, strategy implementation etc. Human
resources department need to identify the requirement of marketing person and what skills &
capabilities they need to analyse at the time of recruiting new candidate for the business.
Marketing department closely work with the operations management to ensure that, research &
development will help the organization to identify the current & future market need of the
customer. Measure the quality and specify the design which satisfy the customer and their needs
& desire. Basically, in the organization all the marketing functions are related with the business
operations and other activities in order to increase efficiency or effectiveness.
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P2 Interrelated with other functional department
Marketing activities are inter related with the other department they all work together to
achieve their business objectives and goals. All functions runs together to improve effectiveness
and efficiency of the workers and Cadbury company.
Marketing with Operational functions: Marketing help to identify the demand of
product in the market than production is done according to the demand. Manager's marketing
strategies influence the demand and it will affect the operational function. As the operation
department is responsible to manage the operations in context to fulfilled the needs of marketing
department in order to achieve the goals (Alford and Page, 2015).
Human Resources: HR department recruit those people who able to perform their work
according to the market demand and they have to handle work pressure. For this, HR need to hire
highly skilled workers who can achieve Cadbury's business objective. So marketing influence the
others department too (Braslow, 2015). Human resource department is responsible to select the
candidates as per the requirement of marketing department who can make effective plans in
order to achieve the objectives of company.
Finance Departments: This department help the marketing to prepare budget related to
product, promotional and distribution. Marketing teams perform their duty according to budget
and they regularly make strategies for this. Marketing department can arrange the finance from
the finance department so that it can make promotional activities in order the achieve the
objectives (French and Russell-Bennett, 2015).
Marketing process is beneficial for the Cadbury company it helps the manager to achieve
their business goals and objectives. It plays important role to increase customer's demand and
sale volume. There are some of this:
Maximise the business profit: Marketing help the Cadbury to increase their profit share
I the market through using various marketing strategies such as promotional, distribution and
operational activities.
Competitive advantage: Cadbury company have competitive advantage in respect of
their competitors because they provide the variety of products to the consumers (Chahal and
Sharma, 2016).
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Create brand image: Marketing help the company to create brand image in the market
so customers can trust Cadbury company before using new product. Brand value is important
because newly introduce product include huge risk.
Stable economic condition: If economic condition is stable in the country than
marketing help the organisation to grow and increase the profitability.
Marketing help the Cadbury company to increase their profitability, brand value and
competitive advantage for the business. It will done with the help of manager's strategies which
further helpful to achieve business objective and goals.
With the help of marketing functions, organization can effectively or ineffectively
perform which affect the productivity or profitability (Fan, Lau and Zhao, 2015) . In order to
increase the efficiency of marketing function, manager have to develop strategy and then
implement in order to increase the sale, return on investment, customer lifetime value etc. If all
the functions of the department not able to communicate with each other then it will develop
confusion and not able to achieve the common goals & objectives. It further reduce the
effectiveness of the marketing functions. So manager have to done all marketing activities in
order to achieve their business goals & objectives and further implementation of strategy will
decide the effectiveness or ineffectiveness of the marketing functions.
P3 Marketing mix to the marketing process to achieve business objectives and comparison from
others
Marketing mix is the combination and set of factors that helps to control the sale and
purchase of products and services by making a profitable organisation. This process helps to
influence the consumers as well as business by fulfil demand and supply of products and
services. The marketing mix of company can be effective when it attract the consumers and if it
is not possible than it shows the ineffective performance of organisation. To understand the
concept of marketing mix Cadbury has chosen that helps to compare with Nestle, and it lies how
an organisation could be better (Chang and Chin, 2011). Some points are given below that helps
to compare with other organisation and also give ideas to achieve the organisation's goals-
Basic Cadbury Nestle
Price Price is the prime factor in marketing
mix that means consideration in
Price refers some thing in return in
monetary value which is depend on
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monetary value which buyer pays for a
product. Cadbury is a big and popular
brand that maintains high quality of
their products. This provides variety of
product in chocolates and prices are
high than others. To achieve
organisation objectives Cadbury has to
set reasonable prices of products that
helps to increase in sale.
the market place of each and every
products. It provides less variety of
products than Cadbury and cost price
are also less than Cadbury. For
example, if Nestle wants to increase
its price then it need to provide a
good quality of products and
influence the customer to buy this.
Place Cadbury follows a solid and fantastic
strategy to selling the products and
services at market place. This involves
strong planning to distribute its items
in urban as well as rural area. It main
objective is to serve all over the world
and become world's largest growing
company. To achieve this object
managers of Cadbury has to focus on
demand and children choice as what
they wants.
Nestle is also big and well known
brand that follows FMCG strategy to
distributing the products in bulk. This
is different from Cadbury and others
because it serves only in urban area
not rural area. For example, if Nestle
want to sell its more product then
need to serve in all area urban as well
as rural.
Promotion Promotion is the way of increasing
demand in products and create a brand
image that helps to differentiate
between others brand. Cadbury follow
some tag line to promote the product
such as “Kuch meetha ho jaye” that
make different from Nestle. Its object
is to promote and expand its business.
For achieving this objects Cadbury has
to plan some more strategy that would
As Nestle follows FMCG strategy to
sell its products that helps to promote
and advertisement of eatable things. It
does its promotion very smartly such
as “Take a break” that attract the
customer and helps to take decision to
switch the brand.
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influence the customer.
Product Cadbury is a big and loyal brand that
has line up of products. It includes in
its product like as Bournville, Five
star, Dairy milk, Perk, Cadbury
eclairs, Oreo biscuits, bournvita etc.
The main motive of Cadbury is to
serve all customer that helps to
increase in number of customer and
increase brand loyalty(Clow and
James, 2013). To achieve this object
it has to bring new and quality product
and should be use good ingredients.
Nestle use different business strategic
units that includes beverages, milk
products, prepare cookies and dishes
aides, chocolates. It helps to maintain
quality products that helps to get
hardly complains about Nestle in the
market place. For example, if Nestle
want to perform better than others
then it has to increase new products.
Positioning Cadbury brand position contains a
exiting position and creating a position
in market place by providing products
and services. In fact, it provides
consumers along with 3D experience
of brand that helps to give a premium
offer. Its object is to develop a variety
of product and keep maintain a brand
position worldwide. For achieving this
object it has to analysis the market
demand and has to see who are
competitor of it.
Nestle adopts positing strategy by
creating product, service, people and
their image, channel and areas in
which products are supply. It is
different from other because it arrives
near by consumer effectively and
easily.
People People or person is the most essential
element of marketing mix. In Cadbury
products and services are consumed
and produced at the same time by
consumers that helps to meet their
People is the first priority of any
organisation that helps to increase in
number of sale. Nestle focuses on
customer demand and supply of
products that helps to increase in
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expectation. Its main aim or object is
to increase more customer and also
increase their taste. For meeting to
their objects Cadbury has to
manufacture new or different products
that helps to increase in number of
people.
number of people. People work can
be divide in many category such as
customer service, consumer, training
and development to employees,
personal selling etc (Cua, Reames and
Chai, 2013).
Packaging Packaging plays an important role in
marketing mix. It is the first and
attractive method to influence the
customer. Cadbury focuses on
designing and packaging of products
that helps to give positive impact to its
business. It believes customer gets
attract by product packaging that make
easy to carry. Its motive is to attract
customer in a high range and sell its
products. To achieving this object
Cadbury has to make more strong
planning for good and attractive
packaging.
Nestle is also focuses on consumer
demand as well as packaging of
products that helps to attract the
customer. For instance, Nestle is
different from other because it
maintains a quality of product and
also brings changes in packaging as
according to demand.
P4 Produce and evaluate basic marketing plan for the Cadbury company
Marketing Plan: It is a part of business plan where, it includes the various activities
related to the marketing. Such as goals, objectives, vision or mission of the company and other
promotional strategy. Manager of the company develop strategy which help the business to
increase their productivity or profitability. It further helps in achieving their business goals ?&
objectives.
Executive summery: In the Cadbury company, marketing help the organisation to
perform well with the support of marketing department. Manager of the company identify the
consumer's need and than promote their product with the help of brand name. Because Cadbury
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have big brand value which is important for the organisation and it helps in achieving business
objectives and goals.
Vision & Mission: Vision of the company to become most valuable brand among the
consumers. Cadbury means quality, so mission of the company is to provide quality products to
their customers.
Goals & Objectives: Company's objective is to become biggest confectionery company
in the world. Cadbury also perform very well in the market in comparison to their competitors.
The goals of company is effective in order to make the successful plan.
Marketing Mix: It is a marketing tool which help the company to identify their potential
area and with the help of this manager make strategies to expand their product line. Dairy Milk is
the existing product of Cadbury company so manager use the marketing strategies to increase
sale of this product (Desai, 2013).
Product: Dairy Milk chocolate is the product of Cadbury company which required
marketing planning to increase their sale in the current financial year. It is effective because it
can fulfil the demands of consumers. Company introduce a new energy chocolate bar which is
tastier as well as healthier for the consumers.
Place: Cadbury company distribute their products all over the country through various
supplier and distribution channel (Dioko, 2016).
Price: Price of the chocolate is reasonable for the consumers and Cadbury already set
their product price after the comparison with their competitors. Price of chocolate bar is
affordable for consumers.
Promotion: Use the various promotional activities to increase the demand of Cadbury
Daily Milk chocolate in the market. Effective promotional activities is helpful to capture more
market share and it includes: online marketing. Company select social media marketing for the
effective promotion which increase the demand as well productivity.
People: Cadbury company target the whole categories generation for their product.
Because it will consumed by the kids, adults or senior citizen too. But mostly it's purchase done
by the young generation. So company targeting children and young generation people to sell
their products.
Process: Company sell their product online as well as offline too because consumer
prefer both the mode of purchasing their products.
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Physical: Company always reach near consumer, so manager need to ensure that product
always availability for customers. Chocolates always available in the stores for the people, so
they can purchase whenever they want.
Marketing Evaluation: Marketing evaluation is for the identification of marketing plan
and the investment is going to worth it or not for a particular project. By using various
techniques Cadbury company able to achieve their business targets and goals. Manager of the
company using various techniques such as sales, customer satisfaction, market research etc. If
marketing evaluation is ineffective than marketing plan can not be successful.
Marketing Budget: Budget of particular product is to prepare by the manager which
include cost of product and marketing plan. It will provide help to the marketing department to
perform their work and activities according to it. These activities include such as promotional,
distribution etc. manager try to complete their all task within budget.
STP analysis: STP means Segmentation, Targeting and Positioning of a product which
help the company to analyse that how segment area for the sale of their product. These analysis
is very important for the Cadbury company because it affect the organisation at huge level.
Segmentation: With the help of this method company divide the huge population in the
small segment according to their business requirement. Divide the consumers on the bases of
different characteristic and according to the similar taste, need, location or interest. Cadbury
company follow this segmentation criteria for the their product.
Targeting: This stage is about target the particular segment or a group of segment. After
this stage manager of the Cadbury company use their resources for the the development of this
segment. Company start working to provide their product to selected segment and make
available their product for the consumers (Draelos, 2010).
Positioning: This step include the positioning of product in the consumers mind through
their promotional activity or effective packaging. Cadbury company have unique packaging of
their product so kids can easily identify their product and those people also who have difficulty
to read.
Action plan: Manager of Cadbury company analyse their records and they find that sale
of Dairy Milk Chocolate in not increased according to the standers. Manager of the company
follow the various strategies to increase the demand of their product. Company follow the STP
analysis for the identification of potential consumers and marketing mix. Marketing mix help the
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Cadbury company to identify their potential area to work and how they promote their product
between the consumers. In absence of ineffective action plan goals can not be fulfil.
For the effectiveness of marketing plan, manager of Cadbury company have to analyse
their strength as well as weakness which make this company different from others. Along with
this, they have to develop unique product which provide the competitive advantage. Need to set
clear goals & vision which provide them proper path to follow and achieve their business goals
& objectives. Before introducing any product in the market, firstly analyse the market and decide
the segment where business wanted to target their customers.
Ineffectiveness of marketing plan, when organization loose their customer due to any
reason which further affect the productivity as well as profitability. Or customer reduce due to
low price strategy of competitors then it will show the ineffectiveness of marketing plan.
Because manager do not implement it properly and face the other problems. In addition, lack of
interest to sell products, not having clear target also show the inefficiency of market plan.
CONCLUSION
It has been concluded that market essential plays very important role in the organisation
to identify the potential area or customer for their product. Marketing concept, trends and process
help the manager to identify the market and work culture. Manager have huge responsibility
towards workers, consumers and for the organisation as well. It also analyse that marketing
influence the whole functional department and interrelationship between them. This report also
include the marketing plan of the organisation which define the whole process of product
execution.
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Online
Marketing Mix of Cadbury. 2019. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-dairy-milk/>
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