Roles & Responsibilities of Marketing Function of a Company

This report discusses the roles and responsibilities of the marketing function in a company, as well as the interrelationship between marketing and other departments. It also covers the 7Ps of marketing in relation to Cadbury and presents a marketing plan for the company.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Roles & Responsibilities of marketing function of a company. ..........................................3
P2. Interrelationship between roles & responsibilities of marketing with other departments of
the organisation. .........................................................................................................................3
P3. 7Ps of marketing .................................................................................................................4
P4. Marketing plan for Cadbury..................................................................................................8
CONCLUSION ............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The process of making relationship with customer or the activity of promoting the brand
in the market is termed as Marketing. It is one of the major component because it attracts large
number of audiences and thus creating sales for the company. Marketing is important as it
identify whether product is develop in market or it requires to be creative and more unique. In
present report, Cadbury is chosen as the base company. The company was founded by John
Cadbury in year 1824. Cadbury is a multinational company and renowned as second largest
brand in worldwide. its head office is in London and operates in an around 62 countries. The
company deals in product such as Dairy milk, Bournville, perk, temptations, Bournvita, Oreo,
Milk shots, Tang and many more(Abedi, 2015). In this report, the roles as well as responsibilities
of market function is going to discuss. With this, the interrelationship among different
departments of the organisation with marketing department is discuss. The 7p's of marketing is
going to cover in relation to Cadbury. Later, a marketing plan is develop & evaluate which
increases the effectiveness of the company.
P1. Roles & Responsibilities of marketing function of a company.
Covered in PPT.
P2. Interrelationship between roles & responsibilities of marketing with other departments of the
organisation.
Covered in PPT.
P3. 7Ps of marketing
The 7Ps of marketing assist organisation to define or review those factors which impacts
the marketing of products as well as services (Baker, and Saren, 2016). It is a process to evaluate
existing business practices and then improve them through different strategies. The companies
use 7Ps framework in order to set objectives or to analyse the weaknesses and strength of
organisation so that they can compete in market effectively. The 7Ps are described below in
detail in context to Cadbury which are as follows:
Marketing Mix Nestle Cadbury

Product The item which is offered in
the market to satisfy the
requirement of people is refer
as product. It is always
important that the product
company produces should met
the demand and expectations
of customer then only it can
survive in the market. Nestle
products are Nescafe, KitKat,
Maggie and many more.
The product range of Cadbury
is large and thus covers a large
market in these industry.
Cadbury offers product as per
the season or as per the country
they give services so that build
good position in market. The
company also enter in biscuits
and ice-cream segment so that
its customer base increases. Its
products also includes Mini
Rolls, crème egg, caramel
Bars, Pretzel and many more.
Cadbury has big market
coverage and increasing
rapidly in these industry.
Price It is the amount that customer
pay in order to gain product or
service. It plays a vert crucial
role in marketing plan as the
company's profit and survival
is totally depend on this
element. For instance, the
price of maggie is easily afford
by every class of customers
and thus increases sales of the
company.
the price of its products is
depend on the quality it offers.
It has both high price and low
price product so that they can
target all the segments in the
market. In addition to this, they
also offer products to its
customers as per size so that
any type of people can easily
afford it. The company also
target people on occasions and
create gift packages, the price
of this packages has decided

strategically and available
ensures that it is available to all
the people. This pricing
strategy assist company to gain
competitive edge at
marketplace and raise the level
of profit(Baker and Magnini,
2016).
Place The product of company gains
profit when it is reach to its
potential buyers and in the
right market. The product
should always reach to its
target market than only it get
success in market. The
products of Nestle is easily
available in all the areas such
as canteens, restaurants etc.
The distribution channel of
Cadbury is strong and thus
ensures that products are
available in every area whether
it is rural or urban area. Its
presence is in greater than 190
countries that help them to
earn high profits and gain
leading position in the market.
Therefore, it shoes the
reachability of the Cadbury
products in the market.
Promotion Promotion contains vital
importance as it can high the
brand image and sales. There
are different ways through
which companies promote its
product & services in the
market to customers. It
secludes advertising, sales
promotion, public relations,
social media, personal selling
The company uses various
channels to aware and promote
its products in the market in
order to reach maximum
number of customers. It's
advertising is attractive which
influence customers to
purchase its products and
raises sales level. For instance,
its advertisement of product

and so on. The advertisement
of Nestle is so attractive a it
emphasise customer to
consume its product. (Brady,
2014).
Bournville, its tag line is
attractive “you earn it”.
Cadbury uses celebrity
endorsement strategy so that
they can build positive image
in the mind of customers. In
addition to this, its promotional
ways is so strong that
automatically increases its
profitability and the market
share.
Process The process which an
organisation uses directly
affect the cost of the company.
So it is important for every
companies to properly evaluate
and tailored the service in
order to minimize the cost.
The process consist of
distribution system,
manufacturing system, sales
system , pay system and many
more. With reference to
Nestle, the company uses
innovative technology in
manufacturing of product so
that their cost declines and
profitability level raises.
It uses cost effective processes
so that they can reduce the cost
which directly affect the price
it charge from the customer.
The manager of the company
uses advance technologies so
that they can reduce overall
cost and increases its
profitability level.
Physical Evidence The things that customer see
while communicating or
The manager of the company
keeps a record about buying

receiving the service from a
company. It includes branding,
packaging, layout, physical
environment and many more.
In context to Nescafe, the
company makes its presence
good by Nescafe logo(Cabrera
and Williams, 2014).
behaviour of customers, about
their experiences so that they
can guide workforce about
purchasing behaviour of
customers that help them to
easily deal and handle the issue
of customers. It also assist
them to build positive image
and engage customers for
longer time.
People The people that an
organisation target or the
people who carry out its
activities or deliver its services
plays an important role in
marketing. So it is significant
for every company to recruit
the right people and target the
right market. With reference to
Nescafe, the company
provides a lot of job
opportunities and provide them
training so that they can
effectively perform all the
activities of company.
The company have talented
workforce who carry tasks in
an effective manner. With this,
the company target market is
children and young people
because they their
consumption level is more as
compare to senior people or
elders. This assist company to
increase customer base and
thus gain profitability(Eng,
2017).
P4. Marketing plan for Cadbury.
The blueprint of carrying out the activities of an organisation in the market is refer as
marketing plan. The process which companies use to attain organisational goals within specified
time period is also known as marketing plan. In this, the guidelines and roles of employees is

mentioned so hat they can perform marketing activities effectively. It is basically implement as
well as executing the ideas as well as strategies(Griffin, Noble and Durmusoglu, 2014).
Executive summary: Cadbury is a multinational company that deals in different
products and is the second largest company in the world. With this, the company have more than
60'000 employees and operated in an around 87 countries. The company basically focuses on
taste and preferences of children as well as young people. The company wants to enter in ice-
cream segment in order to expand its market. For this, marketing plan is developed which are as
follows:
Mission
The mission of Cadbury is to continuously improve its product and provide high quality
product to its customers.
Vision
The vision of Cadbury is “ To work together in order to create and develops brands that
people love”.
Objectives
 The aim of Cadbury is to become to gain position as number one confectionery brand
globally.
 To perform and increase market share of a company as compare to its rivals(Jones and
Tadajewski, 2017).
STP strategy:
STP refers to segmentation, targeting & positioning. Below is the detailed description of
STP process which a company need to develop in order to bring new product in the market and
satisfy customer needs & wants:
Segmentation- The company need to emphasise in dividing the market in various parts.
In addition to this, the place is decided from where the service is taken place so that activities is
carried out properly. The customers are divided as per demographics such as age, income and so
on.
Targeting- After segmenting, the process that took place is targeting. In this, the
company decide which market they need to target and from which market they gain profit. In
context to Cadbury, the company targets those people who belongs from age 7 to 16.

Positioning- It means to make an image in the mind of customers. After targeting
companies focuses on building positive brand image in market. With reference to Cadbury, the
company uses effective marketing strategies and advertise its new brands in the market by the
help of social media(Lane, 2016) . With this, the company use famous personalities in promoting
and making strong image in the market of new product.
SWOT Analysis
It is a framework that assist companies in gaining the knowledge about its strength as
well as weaknesses. An organisation can perform better and attain its goals on time when they
overcome with their threats and weaknesses. The SWOT analysis of Cadbury is given below:
Strengths Weaknesses
 The company stands on second position
in the world as a confectionery brand.
Therefore, it has high market share and
profitability.
 The brand image of company is so
strong and thus not required to spent
high amount in promotion of new
product. Therefore, the marketing cost
of the company is save which in turn
increases its profit share(Luo, Roach
and Jiratchot, 2015).
 The promotional strategy of Cadbury is
unique and different so it is easy for
company to attract large number of
audience and earn high profits.
 The company has no existence in the
market of Nigeria and Russia. The
competitors have the advantage to enter
in this market and builds good position.
 Sometimes, the efficiency and
productivity of workforce declines
because of some technical errors in the
process of producing goods.
 The quality in its product such as perk
is low. Sometimes customers shift to
another brands in order to gain high
quality. It directly affects the sales of
company adversely.
Opportunities Threats
 The company can expand its operations
in other countries such as Russia,
Nigeria in order to increase market
share and gain first position in the
 Increase in the price of fuel or
transportation cost directly affect the
pricing and profitability of the
company. If company increases the

market.
 The presence of Cadbury in Rural areas
is low. So company ave the opportunity
to boost their brand presence by
reaching to rural markets
effectively(Perreault,2018).
price of its products then automatically
the sales decline.
 The company did not offer health
conscious chocolates or organic food in
the market which sometimes changes
the buying behaviour of a company.
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Monitoring & controlling
In order to effectively execute the marketing plan, it is necessary for an
organisation to monitor the activities and operations on day to day basis so that improvements
can be done, if needed. The managers of Cadbury ensures that tasks are carried and performed
effectively by the employees of the organisation(Pike, 2015). Nowadays, companies uses
different software and applications in order to check quality and make control on it. It will help
them to satisfy the need of customer and gains customer loyalty. In addition to this, controlling
on the activities maintains a standard in product which in turns increases sale of the company.

Cadbury is bringing new product in the market that is Ice-cream. For this, the company
promote its new product by online medium. A marketing plan is develop which consist of vision,
mission as well as objectives of company. SWOT and STP model is made in order to utilize the
proper resources of the company and improves its product(DestinaStierl and Lüth, 2014). This
assist them to raise the level of sales and increase market share.
CONCLUSION
From the above study, it has been analysed that marketing plays a vital role in promoting
and communicating the brand in the market. The company can build positive image by different
marketing strategies which in turns helps in engaging customer loyalty. With this, the managers
has to appropriately follow its responsibilities towards company a it helps company to enhance
growth in market. 7Ps of marketing helps company to identify weaknesses and how a company
can overcome with this. At the end, Marketing plan is created for Cadbury that helps company in
bringing its new product in market effectively.

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