Analyze Place Marketing vs Place Branding

This assignment requires a critical analysis of the concepts of 'place marketing' and 'place branding', drawing insights from the provided academic sources. Your task is to compare these two approaches, discussing their similarities, differences, strengths, and weaknesses. You should also evaluate which approach might be more effective in different scenarios.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the roles and responsibilities of marketing function............................................1
P2 How roles and responsibilities relate to the organisational context..................................3
TASK 2............................................................................................................................................6
P3 Comparison of different organisations that applied marketing mix to the planning process
for achieving business objectives...........................................................................................6
P4 Produce and evaluate a marketing plan for CADBURY.................................................10
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is refers to administration of relationship exchange. It is generally utilised to
develop, retain and satisfy the needs of buyers. It is true that marketing is an prominent thing or
element in business management. Basically, Commercialism is a activity in a firm which is
interlinked with selling and buying a traded commodity and services. Hence, these all practises
includes promotion and advertising of the goods, selling and providing the products to desired
customers. Marketing division of have core aim which is; they tries their best to capture more
and more audience in target market (Brassington and Pettitt 2013). For the same reason they use
different kinds of slogans, determine various sort of unique packaging design, and also they have
take help of celebrities endorsements and exposer of media. Marketing does everything for the
firm through which a company will be able to get higher level of buyers and tries to maintain
their relationship with them. The report is based on CADBURY; the firm is British Multinational
Confectionery organisation and solely owned by the Mondelez international since 2010. This is
second largest confectionery brand across the world. This report will show prominent roles and
responsibilities of marketing functions with the context of organisation. Also provides marketing
mix along with marketing plan.
TASK 1
P1 Explain the roles and responsibilities of marketing function.
Marketing- It is refers to those practises (advertisement and promotion)through which
company will capture more numbers of customers and enjoys higher revenue. Hence marketing
is business promotional and selling activities which helps a firm to get effective profit.
Concept of marketing- Concept of marketing has five alternative aspects or philosophies
that provide effective assessment to owner of the firm and he will get to know what concept is
best suitable for a firm in order to determining marketing strategies. Production concept is
focusing on producing thing without having idea for the demand other side product concept is
about quality and improvement of product. Selling concept; it holds idea that buyers will buy
company's product until firm force them other side marketing concept is about attaining firm's
objective through the knowing of the demand and wishes of customers and provide products and
services in accordance to it. Social marketing concept is about delivering worth to the buyers in
a certain which helps in maintain and improving both of buyer's and society's well being.
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Marketing department is one of the vital department in business, it is important to
promote business mission, because it is a face which matters to company, and this is framed by
marketing only (Cleverley 2017). Promoting a product in marketplace is not one and only role of
marketing, with it market involves some other tasks to do, like coordinating with other sections,
and generating all materials which represents business. Marketing job concerns with reach out to
target customer, investors and community and create an image of business that brings out all the
positive aspects about company.
Marketing has such different roles and responsibilities that are handled at its core in
CADBURY, as in matter of production, sales, managing finance, distribution of work, etc, but it
also has some specific tasks to do, that are as follows:
Managing Promotions and Maintaining Brand : Marketing has important role to
managing promotions, although CADBURY does not need any promotions, however when it
first launched its product it required a promotion for introducing products among people.
CADBURY is a firm which produces confectionery products such as dairy milk chocolates, for
an example, recently dairy milk new series Silk was promoted in the market through
advertisements and sponsorships in various events. it aid to promote an item and also
establishing a brand.
Handling sales and monitoring market : Marketing section coordinate with sales
department so that it can get all the information and then take appropriate actions to supply new
stock in market or prepare new strategies to develop sales, if in case sales are weak and it is
possible through monitoring marketing situations. Sales are only dependent on customer
behaviour and it is also a requirements for generating sales (Clow and James 2013).
Finance and approval : As it is known to everyone that finance is the foundation to
carry out an idea, because it is the most crucial to gather funds for investment in a project, once
an idea should work to convince its stakeholders and then it will approve to get the budget.
Similarly, marketing team needed finance to manage its activities and these all tasks requires
finance for working smoothly, so for that it sends a documentation which contains all marketing
planning to the top management, after sanction it can pursue all the activities. For an instance,
when CADBURY was launching Dairy Milk Nuts it needed an approval from its management so
that it can bear future economical state.
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Research and price : Research has the major role in deciding price, because it is
essential to know whether public can afford that price or not, and marketing section conduct a
research over location, that will assist to let it know that what are perceptions of population
considering goods which are going to avail or already existing in market. Thus, after research
marketing team forward this information to the organisation authority and then they will fix price
of goods and services. For an illustration, CADBURY, get into a research before putting its
chocolates to market with existing alike products and then it look out all its prospects then
decided its cost which is feasible to every one.
Communication: it is other responsibility of the department of marketing as they are
required to forecast strategies or campaign and opts best planning that helps in transmitting
massage to their target customers for reason of promoting certain product and services of the
firm. This involves email marketing, advertisement campaigning, promotional content as well as
firm's own website, leaflet, brochure and much more in order to facilitates formation to their
future customers.
CADBURY is a largest brand and well known firm who are dealing in confectionery
goods in the global market. It's higher selling goods are named as Creme Egg , Dairy Milk and
more other confectionery product that helps in satisfying the needs and demands of buyers and
provide best example. This firm always conscious for maintain its brand reputations through
facilitating newer innovative flavours of chocolate and different varieties of the goods to the
target customers. Hence, their core focus in on the opting that tool and techniques that helps in
promoting the product and services of firm (Desai 2013).
Distribution channels- It is a critical decision that are taken by the department of
marketing as they determine that how services and product can be distributed in order to capture
future buyers. This defined the idea of product for delivering of services and goods so that
buyers can be satisfied in a proper way.
P2 How roles and responsibilities relate to the organisational context.
Marketing practises are playing prominent role in order to building the operations of
business in a suitable manner. There are several benefits of marketing techniques through firm
can cater opportunity by utilizing effective tools and methods so that firm can be able to hike up
the sale volume and generate more of earning in efficient manner. This involves market
segmentation, target and positioning of the firm, advertisement and promotional tools.
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Manager of marketing department is playing a prominent role in order to promoting the
enterprise in the competitive environment. They undertakes a survey procedure and market
research for determining the present conditions, customers, competitors, taste, preference and
requirements so that firm can produce and frame services and product in according to the
demands in efficient manner. It is a prominent responsibility of the firm's management to take
suitable and appropriate decisions along with actions that helps in making innovative goods and
ideas of their creation. CADBURY company is concentrated on their marketing functions in
order to make good and efficient quality product through evaluating proper wishes and demands
of buyers. There are several numbers of competitors in the demanded market so that cadbury
needs to opts best planning and strategies for developing innovative and unique goods with
different trait of product with differ varieties and taste. It will involves several flavours of
chocolates, cookies or biscuits and much more. Hence, there are some roles and responsibilities
of the marketing activities of CADBURY that helps in attaining competitive benefits in a
suitable manner.
Market research: This function helps in having suitable market research that are required
for evaluating the current conditions, market situation and trends in better manner. It is important
for collecting the information that facilitates aid to the firm in order to building new thought and
idea for manufacturing as well as creating new product and services. CADBURY also needs to
consider this study for evaluating needs and demands and also determine the competitors.
Transportation:it is very important to create strategies for choosing the better
transportation facilities for the firm in a very effective manner. CADBURY also consider this
elements in order to distributing the services and products to future buyers in efficient mode. So
that firm can utilise suitable transportation methods for securing costing or money as well as
minimise the consumption of time through utilising Just in time techniques.
Best quality of goods and services: it is a prominent element which provide support in
order to capturing more numbers of buyers towards the firm. CADBURY company is
concentrating on targeting the market with the help of having the eyes form target customers as
they have opt best and suitable strategy of total quality of management with in the firm for
facilitating services and product to buyers in sufficient manner. It is essential for attaining longer
aged benefits in the competitive environment.
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Assessment of risk factors: the firm CADBURY needs to concentrate on minimising its
risk elements by opting different several techniques and methods. Risk and uncertainty can be
happened at time of operating business and their operations. Hence, for ignoring such kind of
elements, Cadbury needs to opts appropriate techniques and planning to reduce risks or
uncertainty so that effective objective and goals cater in suitable manner.
Product development: it is also a essential function that required to be performed by the
department of marketing (Durmaz 2011). Through the aid of development of goods, firm can
enhance their worth of brand and make effective position in the marketplace in efficient manner.
Human resource: manager perform different several practises in order to attaining the
success of the firm. The main function of human resource management is to encourage and
motivate their employees so that they can aid in improving the sales as well as conducting higher
and strong revenue. In the CADBURY, for attaining higher return on investment, it produce
varieties of goods and services at the demanded market. For improving the productivity, manager
of human resources, conduct different kinds of training and development lesson for their
employees and management that provide help in increase their ability and skills so that firm can
work with effective efficiencies. Apart for it, with the purpose of enhancing the volume of sales,
firm will hire high skilled person of candidates in the department of marketing who can perform
in unique and innovative idea and thought in order to advertise their services and product. This
procedure will be completed by utilising various methods of recruiting and selection techniques.
They majorly utilise online technique for recruiting best and effective candidate or employees in
the field of marketing and who is having efficient and impressive personality with strong
communication skills.
Customer services: with the purpose of filling up the position and sustainability at market
location, a firm needs to be able in order to facilitates best and sufficient customers services. It is
the best and crucial segment of the firm in that manager is responsible for facilitating best
suitable and effective services after selling the goods. In the food industry, firms such as
Cadbury, facilitates effective services in regards to the all needs and demands also with
complaints of customers on time. The same procedure proves profitable in order to making
strong brand reputation in the market locations with the help of creating healthier relations with
buyers. So that, cause to best and efficient services provide, this company has attain their pre
determine objective and goals in successfully manner (Fırat 2013).
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Administration: this division manage or arrange all working of their divisions as well as
create all the concern policies and strategies in accordance to it. In the firm CADBURY, their all
of department are performing together in order to facilitates best and efficient services to their
buyers that also aid in respect to attaining their retention as well. For the sound enforcement,
management creates rules and regulation that is imposed for all the employees so that they can
perform in an sufficient and legal mode.
TASK 2
P3 Comparison of different organisations that applied marketing mix to the planning process for
achieving business objectives.
The marketing mix is a crucial aspect in the firm that contain by several factors that
provide support in creating effective strategies for creating business. Planning of marketing is
relaying on these techniques that provide support in attaining certain task and project of the
firm. Every firm wished to create strong market reputation and worth so that they concentrate on
opting best suitable and effective techniques or methods for the sufficient application. There are
4ps and 7ps that involved in the marketing mix procedure or elements and this will helpful for
each and every business firm in order to sell their more and more products and services and also
provide sanctification to each individual's demands and needs. CADBURY firm can build or
make best and prominent strategies in order to promoting the products and services in the
market place. Various firm impose these tools and methods for making effective position among
firm's competitors as they can be able to beat it through the help of same. CADBURY company
tries to be a leader on global level in the confectionery item or foods so that firm will focusing on
the marketing mix techniques to make better decision in regards to opting of the strategies for the
firm's marketing of goods and services so that company will be able to attain their objective and
goals in effective manner in per determine time durations.
There are a prominent comparison in between CADBURY and Mc Donald's as how these
both firms are imposing various strategies and techniques in order to promoting their food item
in the competitive market place (Forte 2012). They are utilising various techniques for making
awareness so that larger or wider range of the customers will get attracted for their firm. Both are
famous and well known as well as they have effective reputation in the market so it is important
to concentrate on buyers needs and their behave of selections. These firms are leading in the
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international location of market through providing their product at several nations across the
globe.
Marketing mix tools CADBURY Mc Donald's
Product Goods or product are denoted as
the item and any of stuff that are
providing by the company as
CADBURY facilitates several
things and products like as crème
egg, biscuits, chocolates bars, ice
creams, desserts and so on of
confectionery items in the market
place.
This is a store that operates in the
chain form or consider as the
restaurant that is present in various
numbers of nations in all over the
globe. It dealing in the facilitating
food manufacturing material and
stuff like as fast food involved
burger,hamburgers, French fries,
variety of shakes, soft drinks, cold
and hot coffee at the market place.
Price It is focusing with the concern
amount that are paying by the
buyers in the exchange of services
and goods. Hence it is well known
firm who are providing larger
numbers of product in pocket
friendly costing and price.
CADBURY are taking lower
charge at minimum cost on their
product and services as in the UK,
they sells chocolate only for
around 3 pound. It utilise various
strategies such as penetration of
market, cost leadership for efficient
costing making also with
competitive pricing.
It is true that, Mc Donald is bigger
brand so it facilitates product and
services in majorly in urban
locations. Their concentrated area
in the only bigger or well
developed locations cause owner
generally thinks that rural location
is not appropriate due to some most
expansive services or product.
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Place In this phase, it defines the certain
locations and areas in order to
transferring product and services,
cadbury is an international
company so it facilitates goods in
across the globe as it has covered
wider market locations with the
help of selling goods and product
at international level. This
company is utilising the efficient
and efficient distribution network
channel in order to delivering
products at rural and unban market
locations.
Mc Donald's is a major and larger
brand so it will facilitates products
and services in the urban location
only. Their concerntrated location
is only in developed and bigger
cities because owner of the firm
thoughts that rural locations is not
efficient and dose not suitable due
to more costly services or product.
Promotions In this point, it involves various
important marketing practises
involves certain promotional tools
and advertisement for the specific
product and services as this firm is
concentrated on their channel of
marketing and promotion in order
to create the business. This firm
invests major amount of funds in
order to promoting their product
and services as they have utilised
commercial ads, TV, hoardings,
poster as well as celebrity
endorsement in order to boost up
the sales in the market place.
This firm has invest very lower
amount in their promotional
strategy or advertisement cause
they have not consider it as the
promotional techniques. They take
use of eye capturing offers and
seasonal scheme in order to
promote their service and product.
People Shareholders are core staff This company facilitates
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members or prominent workforce
for each and every company as in
this includes investor, supplier,
buyers, employees and many
others persons. Hence this firm
provide importance to their
shareholder and always tries to
give best and ensures their level of
satisfaction. They are
concentrating on appropriate
staffing and facilitating suitable
training and development lesson so
they their workforce will produce
quality product in efficient manner
through they can be able to make
satisfaction to their buyers for
creating effective relation in
between them
consumable product and food item
to their buyers so that they provide
lower importance to their
shareholders and major worth to
financial benefits also revenue of
the firm.
Process In this phase, it involves procedure
of manufacture of the product and
services and helps these to their
buyers. Cadbury is the brand who
are providing confectionery item
so it follows efficient and effective
procedure for the producing
organic and hygienic item by
undertaking buyers health. Hence
their procedure is different form
other companies.
Mc Donald develop their food
procedures more transparent for
the reason of the society security
and safety in regards of their health
problems.
Physical evidence This is the last elements of This one of the well known and
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marketing mix techniques that
consider several physical resource
of the firm.
bigger company who are investing
more of money for providing
stronger facilities.
P4 Produce and evaluate a marketing plan for CADBURY.
The plan of marketing has several different things such as vision, mission, objective
planing and budget and so on. This strategy is framed at time of dealing with the new market in
order to make things in suitable manner (Bowie,Paraskevas,and,Mariussen,2014). Several
context and elements are involved in the marketing plan of CADBURY that are defined as
follow;
Vision of Cadbury:
“Performing together to make brand people love”
it defined that management will perform as the team and makes concern product and
services that made individual love the brand.
Mission of Cadbury:
“said simply, CADBURY means quality”; this is our promise. Our reputation is to frame
upon quality”; our promises to continues enhancement will ensures that our promises.”
it defines about collective performing and their product quality.
Objectives of Cadbury:
Objective are prominent things hence, Objectives of Cadbury are as follows:
 core aim is to be the world's largest and prominent confectionery firm.
 To manufacture more of chocolates.
 To boost up the quality of product.
Situational analysis:
it is essential for each and every firm to evaluate internal and external condition so that
proper policies and strategies will be framed. Hence the SWOT analysis will be provided here
such as:
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Strength Weakness Opportunities Threats
Cadbury is one of the
reputed topmost brand,
inception in the United
Kingdom, having
presence in
approximately 200
countries.
Cadbury has a lack of
penetration rural
market.
A huge market in rural
area can be develop
for Cadbury, that boost
up the market.
It has no brand loyalty
in the chocolates
market. Increasing cost
due to cost of
transportation,
distribution cost.
It is blessed with a
brand loyalty, because
of its marketing and
strong branding over
the years, though it has
a high quality product
it is comfortably
charging premium for
its products.
A wide segment of
population is suffering
from diabetes,
cholesterol, disorder,
so they are reducing
its sales.
Expend some new
tastes in market for the
people and some
chocolates can be
develop for the
diabetic and
cholesterol patients so
that they can also
contribute to it.
People are being
health conscious, so
they are avoiding the
extra calories as they
chocolates have.
It established a market
for strong products
like dairy milk,
bournvita, oreo, five
star and others. These
product are
maintaining high
quality products.
Be in conspiracies due
to avoiding the quality,
for such religion.
Increase in acceptance
of global market such
as China, Russia,
India, etc.
Festival importance is
decreasing so the gifts
also decreases its value
which are given at
almost occasions.
It acquires its position
as gift product, such
dairy milk celebrations
and recently launched
This company is
completely dependent
on confectionery
products, whereas
Confectionery product
market is characterized
by a high degree of
merger and acquisition
Now, as the chocolates
demand as a gift
declining, as children
demand for a toy car,
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bournville is also best
suitable for gift, it is a
smart strategy for
attain a certain space.
other companies has
diverse products, in
international market.
activity in recent
years.
so gifts are loosing its
perspective.
Cadbury has the
strongest tag line to
promote in FMCG
industry.
Other products has a
great experience in
international market,
but Cadbury has
traditionally been
strong in Europe only.
Innovation is a key
driver in market, so it
should go with the
healthier product
which have tastes and
healthy too.
There is rising demand
cost environment,
particularly for energy,
transport, packing, and
sugar.
It is totally focused on
chocolate, candy,
chewing gum.
Marketing Budget:
Making the marketing budget is essential so that practises are can performed in effective
and efficient manner. Manager of the CADBURY makes market budget in that various different
expanses are involved related to various marketing practises.
For the expansion of the industry, marketing budget is made as:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 13600 15200 220000 16000
Investment 20500 16800 15000 14200
Total 50000 34100 32000 235000 30200
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Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
Total 18200 14700 12700 16000 16900
Available balance 31800 18400 16300 20000 13300
CONCLUSION
As per the above mentioned it can be analysed that marketing is necessary for promoting
company different products and services among large number of customers in the market. An
organisation required for boosting their profit margin by expanding their business in other
locations. They can adopt or use various strategies for their business success and growth.
14

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