Roles and Responsibilities of Marketing Function in an Organization

This article discusses the key roles and responsibilities of the marketing function in an organization, as well as its interrelation with other departments. It also explores the significance of marketing in the wider organizational context.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Key roles as well as responsibilities of marketing function.................................................1
P2: Define role and responsibility of marketing in relation to wider organisation context........3
M1: Roles and responsibility of marketing in context to marketing environment.....................5
M2: Determine the significance of interrelation between marketing and other function unit of
organisation.................................................................................................................................6
D1: Critically evaluate the element of marketing function and define its interrelation with
other function unit of organisation..............................................................................................6
TASK 2............................................................................................................................................7
P3: Compare the ways in which different organisation apply marketing mix in order to
achieve business objectives:........................................................................................................7
M3: Different tactics applied by organisations to demonstrate the objectives of business.........9
D2: Design a strategic plan that make use of 7Ps to achieve overall marketing objectives.......9
TASK 3............................................................................................................................................9
P4: Produce and evaluate marketing plan for an organisation:...................................................9
M4: Produce a detailed evidence -based marketing plan for an organisation...........................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is itself a very broad term that apart from buying and selling includes various
type of activities such as promotional technique, packaging, providing pre as well as post deliver
services and so on (Allen, 2016). It basically perform these activities to build long term
relationship with existing as well as potential customer via phone calls, customer care services,
email marketing, text messages and meeting with them personally. Moreover, marketer identifies
the need of customer and match the product with requirement of customer to gain the
profitability and long term competitive advantage. For better understanding Cadbury company
has been selected which is multinational company of UK. It is basically the second largest
world's confectionery brand which offer various variants of chocolates, ice creams, desserts,
biscuits, beverage and so on. Additionally, Cadbury is known globally because of its high brand
recognition value because they keep on bringing new innovation or variant in its existing
product. This report will cover following topics such as roles and responsibility of marketing
function and the interrelation between marketing with other wider organisation context. Further,
comparison between different organisation on the basis of marketing mix to achieve business
objective. Lastly, evaluation of business plan for Cadbury are covered in this report.
TASK 1
P1: Key roles as well as responsibilities of marketing function
The sole aim of marketing is to satisfy the need of customer by exchanging the goods and
services with the customer (Babin and Zikmund, 2015). Marketing function is used by the
organisation to spread the awareness about potential product in the market by differentiating it
with its alternative or similar type of product. It defines the roles and responsibility of various
marketing activity by drawing up the whole plan related to product such as product
development, distribution channel, promotional tool and technique and so on which is clearly
stated below:
Financing: It is not always possible especially for large company to make the all the
transaction in cash because it confines the operations of business. In relation to selected
company has extended its credit facility for supplies, ultimate consumer as well as for various
intermediaries. This has helped the company to overcome the problem related to lack of finance.
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Marketing Information System: With changes in time the preference needs or desire of
an individual keeps on changing. In order to identify the preferences of customer market require
the information to make the sound decision. Thus, the data regarding customer are the strength
of company which they can utilise in a significant manner. In context to Cadbury company the
role and responsibility of respective function is to check the pattern of customer like the buying
behavior of major of population. Therefore, company uses the computer based program that is
Management Information System to gain the data by directly dealing with customer or gaining
the information from retail outlet. Further, this data is utilized to anticipate the changing need of
customer and bind long term relationship with them (Baker and Magnini, 2016).
Distribution channel management: The role of distribution channel is to transport and
store the goods and services. This distribution takes place from the manufacturer of finished
good to the final consumer. Intermediators makes the use of warehouse to store the excess or
surplus goods until the need emerges for sales of product. Herein, Cadbury company which
offer its product in national as well as various international border focuses huge attention in their
distribution network. They uses both direct and indirect channel of distribution medium to reach
out their potential candidate. For instance, Cadbury uses online platform such as its website from
where it engages its customer. Along with online platform respected company sell its product
through various retail store. Therefore, due to its wide distribution channel company has made
its product available in every geographical corner.
Product(service) management: This marketing function include developing as well as
improving the product or services to exploit the upcoming opportunity of market. Thus, in the
competitive environment the role of marketing within Cadbury company is to proper manage the
product that helps the company to appeal the customer because of design, availability, taste and
preference of customer.
Pricing of product: It is one of the most essential roles and responsibility of marketing
manager to fix the desirable price of product to analysing the cost of company, government
policy, purchasing power of customer as well as competitors pricing strategy. The customer
must find the price should be worth paying, it must be neither too low or too high. In case if
Cadbury set its price too high then there is a fear of loosing market share of company. On other
side if the price is low then company can maximize its market share but will reduce its profit
rate. Therefore, as the company provide varies variant due to which company has opted various
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pricing strategy such as skimming price strategy (high price) is used for premium products like
Silk chocolate. Moreover, company even penetration pricing to reach out to huge audience and
in various segment (Baker and Saren, 2016).
Promotion: Promotion refer to spreading the awareness about the company among the
customers by using different tools such as advertisement through traditional media or digital
platform, sales promotion, publicity and so on (Blakemen, 2014). Herein, Cadbury company
have extensively used the promotional tool such as celebrity endorsement, print media and so on.
Moreover, especially during the time of festivals the role of company is to make appeal
advertisement which has gained huge market awareness.
Packaging, labelling and branding of product: Packaging refer to the outside covering
of the product which helps to keep the life of product and protect it from external environment.
Like, Cadbury provide both primary and secondary packaging for its product to maintain the
quality of product. Similarity, labelling means adding valuable information on the package or
covering of product so that customer can seek the required information. Further, branding refer
to distinguishing the product among the various alternative so that customer can easily recognise
and purchase the product. Herein, respected company shared the vital information such as its
ingredient and manufacturing detail along with that company prom0otote its product through
various platform.
Customer Support Service: It is the prime responsibility of marketing to provide
desirable help to the ultimate customer even after they purchases the good to remove the chances
of dissonance. Thus, selected company remain connected with the customer through online
platform and customer grievance handling number. For instance, they pay lot of attention in the
feedback or reviews generated from customer along with that company extend their credit
facility which has helped the customer to remain satisfied and attached with the company.
Therefore, such convenience helps the customer to remain brand loyal.
Therefore, marketing function participate in various activity, advertise its product as well
as works on the feedback received from customer (Brady, 2014). Thus, start from launching of
product till providing after sales services everything is a part of marketing function.
P2: Define role and responsibility of marketing in relation to wider organisation context
There are various department of an organisation like marketing, finance, human
resources, sales and so on each department is interrelated with other department to accomplish
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the purpose of organisation. Thus, every department perform its function to satisfy the need of
customer and fulfil the objective of firm (Brychkov and Domegan, 2017). In context to Cadbury
company which is one of the most successful company provide employment to large number of
people due to which it has various division and each function has its own purpose which helps
the company to meet its objective successfully.
Interrelation between marketing and finance department: Finance department is
concerned with managing the financial resources of company to control the business process. It
helps in maintaining the requirement of finance by eliminating the unnecessary expenditure as
well as generating the fund from various source at the time of emergency. Whereas, marketing
department is into various activity such as promoting the good to make the customer familiar
with the product. Thus, both of the function operate closely so that adequate budgets can be
prepared by financial department which is then used to perform various other activity such as
research work, distribution channel and make the use of beneficial promotion strategy to make
the customer aware regarding the existence of product. Thus, financial department coordinate
with marketing functions so that they can identify whether the business process operate as per it
financial capabilities or not. Furthermore, marketing department concerns with increasing the
sales volume as well as expanding the market share of company. Whereas, finance department
emphasize on covering the cost of company by increasing the cash inflow (Bryson and Daniels,
2015). Therefore, both of the department are interrelated with each other as their purpose is to
increase the profitability of respective company.
Interrelation between marketing and human resource: Human resource department
is responsible to manage all the internal process of organisation whether it is related to selection,
provide several benefit related to monetary as well as non monetary benefit, training and
development etc. Moreover, as marketing department directly deals with the customer so it is
very necessary for them to work closely with HR department to enhance the various skill and
knowledge of personnel such interpersonal or communication skill. This skill helps to increase
the sales of company. In addition to it., HR department make sure they select the most desirable
and competitive aspirants that remain ambitious to meet the sales target of company. Therefore,
both the department function together to achieve the purpose of organisation successfully
(Gillespie and Riddle, 2015).
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Interrelation between marketing and research and development: The research and
development department of Cadbury is responsible to investigate the innovative product as well
as enhance the existing product by performing experimental and observational research. Thus,
based on the analysis research and development department pass the information to the
marketing department by identifying the gap that arises in market because new product. Hence,
both of the department operate closely to attain the desirable result based on the findings
(Groucutt and Hopkins, 2015).
Interrelation between marketing and production department: The role of operation
department is to produce highest efficiency level by converting raw mater into finished or
desirable outcome. Thus, it include planning, coordinating as well as controlling resources to
created valuable product (Hiam, 2014). On contrary, marketing department is responsible to
determine the emerging need as well as want of customer. Herein, Cadbury company marketing
department function closely with production department. Like, the data collect from research and
development by marketing department is converted into reality by production department to
satisfy the need of customer. Additionally, the volume of demand of customer which is
generated by marketing campaign can be fulfilled by product within stipulated time period.
Moreover, the innovations which planned by company is designed by product department which
is then further utilise by marketing department to generate overall marketing demand of the
product. Thus, both of the function works parallel to attain the long term objective of an
organisational.
Interrelation between marketing and sales department: Sales department is
responsible to achieve the sales target in order to increase the profitability of firm. They directly
deal with the customer and enhance the sales volume of product by engaging the customer
towards product. In addition ton it marketing department run ad campaigns due to spread the
awareness about the product which makes it easier for sales department to reach out to the
customer and expand the sales of company. Hence, both of them function simultaneously to
achieve long term objective of business.
M1: Roles and responsibility of marketing in context to marketing environment
The role of marketing is to stimulate the demand as well as need of customer by
analysing both micro as well as macro environment in which the company sustain. The
marketing manager of Cadbury company is responsible to build the strategic plans by delievring
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the valuable product to the customer based on the changing desire of customer. Further,
management information system is used to generate the information and analyse the demand of
product. Additionally, respective company operate in global market due to which manager
analyse the macro factor such as political, legal, technological, economic and so on to identify
the latest opportunity that company seek in various international market. Therefore, company
focuses to form long term relationship with their customer by connecting with them through
digital technology. This helps the company to increase the customer base as well as loyalty for
the product which act as a competitive advantage for company (Jacoby, 2014).
M2: Determine the significance of interrelation between marketing and other function unit of
organisation
Marketing function is an essential function which can not exist or operate in isolation due
to which marketing department interact with various other departments of organisation such as
HR, finance, operations and so on. Thus, the interrelation of various function act as a ecosystem
which works in favour of organisation (Kayabasi and Mtetwa, 2016). Like, the manager of HR
are responsible to fill up the vacancy for marketing assistance and provide training to various
sales department that are considered the face of company as they directly interlink with the
customer. Along with that finance and marketing department function together to make the
prop[er budget and allocate fund in various activities accordingly. Similarly, operation
department directly depends upon the marketing department to get the information about the
design as well as number of quality to be produced. Therefore, the personnel of HR, marketing,
research and development are engaged in their work as they have specialization over their
department only. But interrelation among them helps to maintain better coordination and smooth
functioning of business process.
D1: Critically evaluate the element of marketing function and define its interrelation with other
function unit of organisation
There are various type of marketing functions such as promotion, distribution channel,
customer service as so on which are very closely related to each other that helps in simplifying
any hindrance that arises in the organization (Meyerson, 2015). Such as product is an offering of
organization thus respected company must set its suitable price if the company succeed to do so
then it will gain preference of customer for product. On contrary, if company fails the match the
price with the product then it will looses its existing as well as loyal customer. Similarly,
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Cadbury must provide significant promotional strategy to build the brand awareness of product
like the advertisement must be appeal to customer. Whereas, the packaging of company is not
environment friendly due to which company can face the negative implications for not
safeguarding the interest of environment (Nirschl and Steinberg, 2018).
TASK 2
P3: Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives:
Marketing mix refers to the tactics which are used by company in order to promote and
expand its product. Every organisation use marketing mix in order to achieve success in market
place. Apart from new product development, marketing mix helps in increasing the portfolio of
product. Marketing mix also help in differentiating the company from its competitors. This can
be proved to have a competitive advantage in the market. There are 7P's of marketing namely
product, price, place, promotion, physical evidence, people and process (Okumus and Cetin,
2018). Cadbury has different marketing mix as compared to other company. Below is the
comparison of Nestle and Cadbury in terms of marketing mix:
CADBURY NESTLE
Product:
Cadbury is well known confectionery brand
which is dealing in chocolate bars, cakes,
biscuits, ice creams and desserts. Some of the
famous product of Cadbury are dairy milk, five
star, boost, bourville , eclaires etc
Product:
Nestle is one of the competitor of Cadbury. It
deals in variety of products like choclates, milk
additive and sauces etc. It is famous for
Nescafe and Maggie.
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Price:
It decide the price according to the size and
weight of the product. It also decides the price
according to the quality. For example the price
of Bournville is comparatively high as
compared to other. The company is using
economy pricing in order to attract price
conscious consumers.
Price:
Price of Nestle product is relatively high as
compared to other company as they are selling
the product of high quality. The company is
using premium pricing which means Nestle
sets the cost higher than other competitors
available in he market.
Place:
Cadbury offers its product in over 200
countries because of its presence in the market.
The product of cadbury is also available to
rural area because of its distributive channels.
Place:
Nestle products are transferred using two
channels. One is directly from manufacturer to
the bulk buyers and then to the consumers.
Secondly from manufactures to distributors,
then retailer and consumer. Maggie and
nescafe is one of the well known product of
Nestle through which it is able to drive other
products in the market.
Promotion:
Cadbury make use of promotional tool like
advertisement, online ads, posters etc. At the
time of festive season, company promote by
giving discount offer on certain products.
Cadbury also started promoting the product by
using certain tag lines which are attracting the
customers. Cadbury has a tag line 'Tastes like
this feel'
Promotion:
Nestle's main focus for promotion is on
advertising over TV, prints, online adsb and
marketing the product. Nestle has came up
with unique tune of Nescafe which is most
famous among all. Apart from this Nestle
company is also using tag lines which is
attached to the value of products. “good food
good life” is the tag line for Nestle.
Process:
After the product is developed in bulk by
manufacturer, they are transferred to the whole
seller, then retailer and lastly to the desired
Process
Nestle's major emphasis is on customer
service. As it is the key decisive of trust. So the
major aim is on educating the consumers so
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consumers. that they can communicate with employees
when required.
People:
Cadbury train their employees both on the job
and of the job. Employees are made aware
about the ingredient of its product so that
whenever consumer is facing any problem
regarding to quality issue, they can explain
their customers. They also make aware about
the new product emerging in the market (Perry
and Pyatt, 2015).
People:
Nestle make there employees aware about the
goals and objectives of the concern so in order
to increase the performance of the team. They
are trained properly in the way so that they can
attain to each query of customers.
Physical evidence:
Cadbury products are available at different
retail stores at different prices according to the
quantity and weight. For example Cadbury is
using blue colour and same logo in all its
product which make unique identity for it.
Physical evidence:
Nestle products are also available at different
stores. Some of its product are also available at
cafes and restaurant. For example Nescafe and
Maggie.
M3: Different tactics applied by organisations to demonstrate the objectives of business.
For demonstrating the objective of business marketing mix is done. It is done in order to
promote and expand the company. In this context two companies are taken one is Cadbury and
other is Nestle. The pricing strategy used by Cadbury is Economy pricing strategy and by Nestle
is premium pricing strategy. Both company are using the same promotional activities in order to
promote their product. Various promotional campaign are also organised in order to make
consumers aware about the product. They are making the use of tag line which adds to the value
of product and make it more attractive.
D2: Design a strategic plan that make use of 7Ps to achieve overall marketing objectives.
Marketing mix is an important element of marketing plan. In order to expand operation
of business by developing new product marketing planning is done. Marketing mix cover 7Ps
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namely product, place, price, promotion, physical evidence, people and process. In above
context have discussed about the 7Ps of both Nestle and Cadbury in order to improve operation
of business. The marketing mix helps the company to attain a dynamic position and also it
provide guidance to improve the business operations (Pike, 2015).
TASK 3
P4: Produce and evaluate marketing plan for an organisation:
Marketing plan refers to a document which outlines the marketing efforts which
company is going to perform in a coming year. It also covers a system of current marketing
position of a concern. Following are the steps which are included in marketing plan of of
Cadbury:
Executive Summary:
Cadbury is a multinational confectionery company which deals in food products made up
of chocolate. It stands as second largest brand in confectionery by its well known crème eggs ,
rose section box and dairy milk. John Cadbury was co founder of Cadbury in 1824 having its
headquarter in Uxbridge, West London. Cadbury is having its operation in over 60 countries and
is employing about 50,000 people from all over the world. It deals with variety of products like
choclolates, bars, candies, milk additive etc. Now company is planning to expand its business by
launching of new product i.e. Cadbury cold and hot coffee. The main purpose of company to
enter into this segment where it can increase the sell and maximise profitability by targeting the
age group of all people.
Vision and Mission:
Its Vision is to work together with the people to create the brand which all love and
achieve highest degree of sustainability (Podnar, 2014). The mission of Cadbury is to provide
such a tempting taste which is unbeatable by its competitors. Its reputation is build upon the
quality.
Objective:
The main objective of the company is to extend the product category by launching of
new product i.e. Cadbury coffee. Cadbury is required to adopt SMART objective in order to
attain success in market place which is specific, measurable, attainable, realistic and time bound.
 Objective of Cadbury is to capture 10% of market share by 2020.
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 Another objective of the company is to capture 20% of sales by 2020.
STP Approach:
It is the most common marketing tool which is used by business in order to form a proper
marketing strategies which clearly describes about the brand and product of the company. In
STP approach, S stands for Segmentation, T for targeting and P for Positioning. Below is the
STP approach of Cadbury.
 Segmentation: It refers to the process of dividing group of people with one or more
characteristics into different categories. Segmentation of Cadbury is done into two
categories i.e. demographic and behavioural. Demographic segmentation covers age,
lifestyle, income, religion , social class and so on. Where as behavioural segmentation
covers occasion, benefits, loyalty status etc.
 Targeting: It refers to the process of breaking the market into segments and then
concentrating whole marketing efforts over the group. Cadbury is most loved brand
among children of all age group and was bit common is age group of 3 to 18 years. By
the development of new product it will now attract the group from child to infinite age
group.
 Positioning: It refers to the process of positioning image of product in the mind of
customers. As Cadbury itself is a well known brand but apart from this by the help of
advertisement and other promotional ideas company can promote its brand. Company by
advertising the healthy benefits of product can easily promote the product in the market.
SWOT Analysis:
It is analytical tool that is used by the company in order to identify the strength and
weakness that help in achieving success of the company. Strength and weaknesses are the
internal part of an organisation on which one has a control. On the other hand it also help the
company to identify threat and opportunities that company require to know in order to improve
the performance. Opportunities and threat are external part of an organisation on which we
cannot control but can be minimised (Pooler, 2018). Following table shows the SWOT
analysis of Cadbury.
STRENGTH
 Preference of large number of
consumers because of its highest
WEAKNESSES
 As now people are so health conscious
they are avoiding the consumption of
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brand loyalty.
 The company is using best
advertisement drive all over the
world which boost the business of
Cadbury.
chocolate which hampers the growth of
company.
 Some of the complaints were received
regarding the quality of product which
affect the image of company.
OPPORTUNITIES
 Diversification of product by adding
new products in the market.
 Company can also increase its
expansion by distributing the
products into rural areas (Wilson,
2014).
THREAT
 Increasing competitors in the market who
are selling same product at relatively
lower rate.
 Company has to buy raw material from
other company whose cost is relatively
very high. Apart from this it also incurs
heavy transportation cost.
4P's of Marketing:
Marketing mix refers to putting a right product at right place and at a right time (Tyson,
2014). This are the actions that help the company to promote brand and product in the company.
Marketing mix of Cadbury is as follows:
 Product: A product is an item which is built in order to satisfy the needs of customers.
The new product which is offered by Cadbury is coffee. It is available as both cold and
hot. This product will include addition of choco chips and other additive that would bring
a new taste and is also harmless on one's health.
 Price: It is an important concept of marketing mix which refers to the amount which
customers pays and enjoy. Coffee being new concept for cadbury. So for this company
will use the strategy of penetration pricing. In this type of strategy product at its early
strategy are sold at lower prices. This will help to attract more customers and also make
them aware about new product (Rowley, 2016).
 Place: It refers to distributing of product in such a manner so that it is accessible to the
potential buyers. They can directly sell their product through distributive channels by the
means of transportation. Cadbury can contact to its retailer to whom they were selling all
the products. Its new product can also be made available at various restaurant and hotels.
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 Promotion: It is one of the important component of marketing because it help in
increasing brand value as well sales (Stern and Porr, 2017). Company can promote its
product by using the help of advertisements, website, posters, tag lines and online ads
etc. It can also promote its product by providing it at discount on festive season.
Budget:
It refers to the statement that shows the estimate of revenue as well as expenditure which
are incurred during a specific time. It is of two type Short term budget and long term budget.
Short term budget covers a span of of one year or less and long term budget covers a span of one
year or more. Budget is very important for the company as it defines the spending plan of
money. Following is the budget plan of Cadbury.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 6000 6500 7000 9000
Investment 10000 12000 13500 14000 14000
Total 15000 18000 19500 21000 24000
Marketing outlay
Promotion 2500 3000 3200 3250 3400
Sales publicity 4000 4800 4200 5000 4900
Direct selling 2400 3100 2850 2400 3000
Total 8900 10900 1050 10650 11400
From above budget plan it can be estimated that in order to promote new product
cadbury must have investment of around 15000.
Monitoring and Controlling:
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Budget must be checked at a regular interval whether it is according to the plan or not. If
any factor adding to the cost of company then they must be controlled in order to achieve the
efficiency. As from the above budget plan it can be clearly seen that company has incurred
additional expenses on promotion and publicity. This expenses need to be control in order to
work effectively (Scarborough, 2016).
M4: Produce a detailed evidence -based marketing plan for an organisation
Marketing plan is a document which describe the complete fact which company is going
to perform in the up coming year (Schader, 2014). A good marketing plan help to reach large
number of people and also help in rising awareness about customers. In marketing plan of
Cadbury, the vision and mission is properly explained. Apart from this objective of company is
decided which company is going to attain in upcoming years. Further STP, SWOT analysis and
marketing mix is done in order to achieve the overall goal of an organisation efficiently.
CONCLUSION
From the above mentioned report it has been concluded that marketing plays a great role
in any organisation. It is a tool that help in promotion of product effectively and efficiently in
context of the business. Moreover promotion of a tool also create awareness in the minds of
customers. Manager has specific role and responsibility in context of marketing department.
Marketing is the way by which company can increase its sells and profitability. For effective
working of an organisation all the department should coordinate with each other in order to
attain the success. Further in this context have discussed about the marketing plan of Cadbury. It
plays a important role in providing detail action about company's objective, its mission and
vision in order to attain desired marketing objectives. Apart from this have its comparison with
Nestle is done in order to find the areas where company need more improvement.
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