Roles and Responsibilities of Marketing and Their Interrelation with Other Functions of Organisation

This report covers different roles and responsibilities of marketing function and explains how marketing department of an organisation is interlinked with other departments of the company.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Roles and Responsibilities of marketing and their interrelation with other functions of
organisation. ...............................................................................................................................4
TASK 2............................................................................................................................................8
Compare ways in which an organisations apply marketing mix to attain overall objectives.....8
TASK 3..........................................................................................................................................11
Marketing Plan for CADBURY................................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to the process of promoting and creating awareness about products as
well as services at marketplace in order to increases sales and generate higher profits. Marketing
involves various activities such as Advertisement, personal selling, social media marketing and
so on. By the assistance of this, companies are able to attract large number of audiences
prevailing in the market (Arendt and Allain, 2019). This will also assist companies to enhance
the level of sales as well as profitability within short span of time. In an organisation, marketing
plays vital role as it assist in achieving higher as well as development in an effective manner. In
the present report, CADBURY is chosen as a base company. It is a multinational company that
was established by John CADBURY in the year 1824. The company headquarter is in Uxbridge,
London and at present its existence is in more than 40 countries. The company offer product
such as chocolates, beverages, candies and so on. The present report covers different roles as
well as responsibilities of marketing function. Along with this, it explain how marketing
department of an organisation is interlinked with other departments of company. Furthermore,
Marketing mix of two companies is described in the report. In addition to this, Marketing plan is
developed and evaluate in this report.
TASK 1
COVERED IN PPT
TASK 2
Compare ways in which an organisations apply marketing mix to attain overall objectives.
Marketing mix involves ideas as well as plans that is adopted by companies in order to
promote their brand in market. Marketing mix involves 7P's that assist company to identify
customer requirements and attain their objectives on time. The marketing mix of CADBURY
and NESTLE is mentioned below:
Basis CADBURY Nestle
Product It implies any goods and
services offer by an
organisations to fulfil needs
Nestle is one of the biggest
multinational corporation of
Switzerland. It provides wide

and demand of their
customers. CADBURY
provides multiple products to
their customers which includes
chocolates,
cookies,desserts,ice cream.
Born vita, Dairy milk,five star,
Gems and so on (Arslanagic-
Kalajdzic, Žabkar and
Diamantopoulos, 2019).
range of products to their
customers, which include
chocolates, baby foods, pet
foods, coffee, beverage, dairy
products, frozen food and
healthcare nutrition. The
company offers various
products and services to their
customer. Famous products of
Nestle includes Maggi, Kitkat,
munch, milky bar, nestle
coffee etc.
Price The rates at which company
offers their products and
services to their customers is
known as price of products.
The company provides high
quality of products to their
customers thus it use high
price skimming strategies for
Oreo,CADBURY silk and
Bonneville chocolate.
CADBURY adopts economic
pricing strategies for Perk,
Five Star, due to heavy
competition arise in market
place.
The pricing strategy of nestle
is totally depends on the nature
of products they provides to
their customers. Nestle use
competitive pricing strategy to
their chocolates products due
to high level of competition
available in the market area.
On the other side, organisation
charges higher prices for the
product Maggi as compared to
their other rivalry industries.
Place It defines as particular market
location where the
organisation supply their
Nestle started their business
within the new marketplace
with the help of which their

products and services to their
customers. The products of
CADBURY is easily prove in
all over the world.
market share has been
increased. With the help of
this, there overall profitability
as well as goodwill has been
increased at the competitive
marketplace. At present the
market are of Nestle has been
crosses above more than 80
countries. In addition to this,
London is identified as one of
the biggest and largest market
place of Nestle.
Promotion It includes all those activities
which are used by the
organisation to attract and
influence customer to buy their
product. Success of an
organisation is depends on
how well they influence their
customers. CADBURY adopts
strong promotional strategies
to attract their customers. The
company start various
campaign to promote their
products as they use emotional
advertisement by which they
can connect emotionally with
their customers. Like
advertisement of Dairy milk
silk.
Nestle use various types of
promotional strategies in order
to attract their target market
customers. It has been
analysed that the company
adopts social media sites to
promote their goods and
services. In order to beat the
level of competition, company
started using advertisement
campaign in order to attract
new customers. Maggi and
Kitkat both are the famous
products of Nestle, as they
uses unique tag lines to
impress their customers. The
company provides free sample
of their goods, to their
customers before launching the

product in market to analysis
whatever they accept or reject
the product.
Process It define as series of activities
which are used in producing
products. CADBURY is
famous for providing best
services to their customers.
They use high technical
equipments and machines to
produced their products in an
effective manner
(Arunachalam and Sharma,
2019).
Nestle uses best manufacturing
machines and equipment in
order to provides high qualities
of products in market. The
company started online
delivery system of their
products so that customers
easily use products of Nestle at
anytime and at anywhere.
Physical Evidence CADBURY use unique
papers, and material for
packaging that attract customer
to purchase their product. The
company provide all the
essential information on their
packaging that assist customer
to identify their products .
Nestle now started coffee
stores in various cities of
United Kingdom where
customers can easily spent
their time. The company use
effective packaging strategies,
that attract customers to
purchase its product.
People It includes human resources of
an organisation and target
segment of the company.
CADBURY hire skilled
employee that helps in gaining
competitive advantage at
marketplace. CADBURY start
training program to enhance
Nestle uses effective strategies
for motivating their employees
within the company. The
company provides training and
development sessions to
employees in order to enhance
skills and capabilities of staff
members that affect positively

the capabilities as well as skills
of their employees.
on the productivity and
efficiency of company.
TASK 3
Marketing Plan for CADBURY
Marketing plan is a blueprint of all the activities and strategies that is carried out by
companies to achieve their desired goals within specified time period. It involves actions that is
going to implement by an organisation in order to influence customers and raise their sales as
well as profitability level (Barron, 2019). It also involves historical data and the methods to
attain objectives of marketing. One of the most essential thing need to be consider while
developing marketing plan is vision, Mission, Budget, marketing mix and monitoring &
controlling as well. The marketing plan of CADBURY is defined below:
About the Company: CADBURY is one of the leading confectionery company that is
owned by Mondelez International. The company was established in year 1824 by John
CADBURY and its head office is located at Birmingham, London. The company offer products
such as Chocolate bars, candies, milk additives, biscuits and so on. The company serves its
product in more than 180 countries due to which it has high market share. The higher authorities
of company is decided to bring new product in the market that is “ CADBURY Cold Coffee”
Vision: The vision statement of the company is “ To make continuous improvement and
gain leading position in the industry. Also, To offer high quality product in market and gain trust
of people towards its brand”.
Mission: The mission statement of CADBURY is “To be free from discrimination and
follow the principle of social justice and also to deliver promises to customers” .
Marketing Objectives:
 To introduce new product in market that is “ CADBURY cold coffee” and raise its sales
by 10% in coming 4 months.
 To increase 5% market share by entering into new markets.
 To be the biggest confectionery and profitable company in the world.

Offerings: CADBURY provides its product globally including Canada, United Kingdom
and so on. It offers various range of products such as biscuits, milk additives, chocolates, candies
and many more (Caliskan, 2019).
Market Analysis & Research: It is essential for CADBURY to analyse current market
trends so that they can fulfil customer needs and requirements and increases the number of loyal
customers. By conducting a proper research, company is able to target right market that directly
affect on their sales in a positive manner. In order to attain desired objectives effectively, it is
essential for CADBURY to conduct both primary as well as secondary research.
STP Approach: This approach involves three elements that is Segmentation, Targeting
& Positioning as well. STP approach help companies in implementing business activities in a
right market and position brand into the mind of customers. The three elements is defined below
with relation to CADBURY:
Segmentation: This is a process in which market is divided in different subdivisions
where each segment will be sharing similar feature. This segmentation is very helpful in
formation of various strategies. Market is usually segmented based on demographic, behavioural
and psycho-graphic segmentation (Hanlon, 2019). CADBURY also makes use of segmentation
technique in which they try to segment Market based on demographics, behavioural and lifestyle.
Such as they launch product for different occasions by studying characteristic of their target
segment of customers. New product in present case is “CADBURY Cold Coffee” and it is for all
age groups of customers.
Targeting: targeting is done after segmentation of market where target Market is decided
and then it is focused for further implementation of strategies. In case of CADBURY aiming to
target their customers after segmentation of market based on similar behavioural characteristic
which they share. Target market for “CADBURY Cold Coffee” is people who are having a
preference for cold coffee.
Positioning: This is related with how a brand and its product are positioned in the
market. For CADBURY positioning is done by by creation of a distinguish position from other
competitors in the market. CADBURY has successfully able to caret a significant position
because of the best taste which it offers in its products. “CADBURY Cold Coffee” will be of
great help fort this brand in creation of a differentiation position in the market (Haywood, 2019).
The prices at which they offer, wide variety of products, packaging, unique taste are some of the

features which has made CADBURY acquire a significant position for their target segment of
customers. SWOT Analysis : SWOT Analysis can be defined as a process in which
company identifies the strength and opportunities in order to increase the future growth of the
company. In addition to this, the company also evaluates the weakness and threat of the
organisation that helps in increasing the marketing share of the company. The SWOT Analysis
of CADBURY which is mentioned below:
Strength Weakness
 CADBURY provides a huge variety
of product in order to attract the
customer and retain them for long
period of time.
 CADBURY provides the quality
product like chocolates, ice creams
and biscuits as it helps in attracting
the loyal customer across the world.
 Now a days people become more
health conscious and avoid to
purchase the chocolates thus result in
decreasing the market share of the
company
 Controversies have direct impact on
the brand image or goodwill of the
company that leads to decrease the
sales and profit of the company that
can be considered as a weakness of
CADBURY.
Opportunity Threat
 Cadbury can offer its product in rural
areas that helps in accelerating the
market share of the company.
 By adding new product to the existing
product of Cadbury results in
increases the profitability of the
company can be considered as a
opportunity for the company.
 Increase in raw material and
transportation cost can decrease the
profitability of the company.
 Increase in competition of substitute
product of the Cadbury like Nestle
and Parley can reduce the future
growth of the company can be
considered as a threat of the company.

Budget: A financial document that represents estimated amount required to perform
marketing activities of an organisation. By the assistance of this, companies get to know how
where to invest and what is beneficial for them (Kostelijk and Alsem, 2020). The higher
authorities of CADBURY make budget and distribute funds in order to attain objectives in a
proper manner. Below is the table that describes budget plan developed by CADBURY:
Marketing budget
Basis 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Sales publicity 6500 3200 4300 3300 3250
Promotion 2200 2100 3300 2200 2000
Distribution of
samples 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
By analysing the above statement, it is easily understood that CADBURY needs an
investment of around 2000£, 6500£ in order to launch its new product “CADBURY cold coffee”
in market and to perform all activities related to marketing of its new product.
Monitoring & Controlling: Monitoring and controlling is very important for keeping a
check on all the activities which have been performed by the marketing department of
CADBURY. This stage helps in ensuring that all functions have been performed the way it was
planned and any deviation in case of planned activities and achieved results are corrected. This
step is also very helpful in making a analysis whether planned objectives have been achieved or

not (Kumar and Mishra, 2019). For the purpose of tracking of various activities and monitoring
is done by senior management in CADBURY. This tool is also very helpful in tracking of
progress made at each step of the marketing plan. Controlling is similar to monitoring in which
there is control on different functions so that planned objectives can be achieved in time
specified.
CONCLUSION
From the above study, it has been concluded that marketing plays an essential role in
every organisation as it assist in promoting and building awareness of companies product as well
as services in market that leads to raise in sales and probability level of an association. It is
important for higher authorities an organisation to maintain an effective relationship among all
the departments of company so that activities is implemented in a smooth and proper manner. It
is determined that interrelation of marketing department with other departments of an
organisation assist in gaining higher growth and development in an effective manner. Moreover,
marketing mix tool helps companies to identify needs of customer and then offer products in
market accordingly. In addition to this, Marketing plan involves all strategies as well as plans
that is implement by an entity in order to attain organisation goals within time frame.

REFERENCES
Books&Journal
Arendt, M. and Allain, A., 2019. Annelies Allain: Pioneer of the International Code of Marketing
of Breastmilk Substitutes. Journal of Human Lactation. 35(1). pp.15-20.
Arslanagic-Kalajdzic, M., Žabkar, V. and Diamantopoulos, A., 2019. The unobserved signaling
ability of marketing accountability: can suppliers’ marketing accountability enhance
business customers’ value perceptions?. Journal of Business & Industrial Marketing.
Arunachalam, S. and Sharma, A., 2019. Marketing Analytics. In Essentials of Business
Analytics (pp. 623-658). Springer, Cham.
Barron, J., 2019. The Visual MBA: Two Years of Business School Packed Into One Priceless
Book of Pure Awesomeness. Houghton Mifflin Harcourt.
Caliskan, A., 2019. Applying the right relationship marketing strategy through big five
personality traits. Journal of Relationship Marketing, 18(3), pp.196-215.
Hanlon, A., 2019. Digital Marketing: Strategic Planning & Integration. SAGE Publications
Limited.
Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019), p.78.
Kostelijk, E. and Alsem, K. J., 2020. Brand Positioning: Connecting Marketing Strategy and
Communications. Routledge.
Kumar, P. and Mishra, J.M., 2019. Destination marketing & management organisation in India:
Conceptual evolution & present status. Asian Journal of Multidimensional Research
(AJMR), 8(11), pp.11-22.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global Business
Accounting and Finance Review, 2(1).
Lippold, D., 2019. Neue Perspektiven für das B2B-Marketing: Geschäftsbeziehungen zwischen
Unternehmen effizient gestalten. Springer-Verlag.
Mogaji, E., Maringe, F. and Hinson, R. E., 2020. Strategic Marketing of Higher Education in
Africa. Routledge.
Muller, M., 2019. Essentials of inventory management. HarperCollins Leadership.
Niculescu-Ciocan, C., Boboc, A.L. and CATANĂ, A., 2019. Mixing Modern Teaching Methods
with Online Marketing Tools for Romanian Students. eLearning & Software for
Education, 4.
Pätzmann, J. U. and Busch, A., 2019. Storytelling mit Archetypen: Video-Geschichten für das
Content Marketing selbst entwickeln. Springer-Verlag.
Pricilla, D., 2019. The Marketing Essentials. Pdf.
Sharma, M. K. A. M. H., 2019. GREEN MARKETING STRATEGIES FOR SUSTAINABLE
BUSINESS GROWTH. Journal Current Science, 20(5).
Singh, S. R. and Mittal, R., 2019. Prospects of cultivation and marketing strategy of aloe-vera in
Telangana State. Annals of Horticulture, 12(2), pp.115-119.
Sitkin, A., 2019. Absolute Essentials of Green Business. Routledge.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination Marketing.
In Tourist Destination Management (pp. 123-141). Springer, Cham.
Vance, D., 2019. Business Essentials. Cambridge Scholars Publishing.
Zulfikar, R. and Mayvita, P. A., 2019. Does Green Economy Video Really Work? The
Effectiveness of Using Video Content Marketing in Forming MSMEs Perception and

Behavior to Implement Green Economy. JEMA: Jurnal Ilmiah Bidang Akuntansi dan
Manajemen, 16(1), pp.34-45.