Marketing Principles and Applications

This assignment delves into the core principles of marketing, examining its various functions within a business context. It explores the essential elements of the marketing mix (product, price, place, promotion) and how they influence consumer behavior. Additionally, the assignment touches upon contemporary marketing trends such as social media and mobile marketing, highlighting their significance in today's dynamic market landscape.

Marketing essentials

INTRODUCTION
Marketing is known as the process in which product is move to the final customer.
Mainly it is a coordination of four elements known as product, price, place and promotion in
which features of products is determine. Basically, it is a process in which company use various
communication channels to interact with final customers and influence them to buy company’s
product (Baker and Magnini, 2016). Cadbury, second largest confectionery company in the
world is considered in this report for study. Company deals in beverages, chocolate bars and
various other items. Major roles and responsibilities of marketing department of organisation is
given in this report. Further interrelationship of these functions with other organisational
functions is also detailed under this. Application of various components of marketing mix by
different organisation to achieve set marketing objective is also mentioned in this. Further
marketing plan of company to achieve set goals is all given in this.
TASK 1
P1 Roles and responsibilities of marketing function of Cadbury
Marketing:- Marketing refers to the management process which helps in anticipating,
identifying and satisfying consumer needs profitably. Marketing is a process through which
customer needs are translated into revenue. In other words marketing is to meet customers needs
and preferences. In context to Cadbury company can make better connections with customers for
it's products through marketing.
Current trends are important in the modern business era as, marketing world is continuously
changing. Working through search engines will increase brand value and maintains relationship
with the audience. In context to Cadbury, company uses different trends like – slides shares, e
books, infographics, videos etc.
According to future trends science and art plays vital role in success of marketing
content. Complexity will be increased in customer buying decisions (Brooks and Simkin, 2012).
In context to Cadbury marketing is more essential and important for the future growth and
success of an enterprise within predetermined period of time.
Marketing process of Cadbury
Opportunity analysis:- The first step in marketing process is to analyse the market
situation to avail the opportunities. Through this process company should focus on opportunities
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that provide benefits for a long time. Both internal and external environment should be analysed
through SWOT or PEST analysis to identify better opportunities. In context to Cadbury, the
manager should analysis the market for better possibilities.
Marketing strategy:- After analysing the environment the next step is to prepare a
strategic plan. Marketing strategy includes segmentation of market, selecting target market,
positioning of product in the market (Desai, 2013). All these steps help in setting a market
strategy. In context to Cadbury, the manager should prepare an appropriate marketing strategy by
following these steps.
Development of marketing mix:- After developing marketing strategy a company
develops a marketing program which involves marketing mix. Marketing mix involves decisions
related to product, place, price and promotion. In Cadbury the manager should develop a
marketing mix programme.
Control and implementation:- In last step strategies and plans are implemented to attain
the marketing goals. Control refers to evaluation of strategies and plans developed to accomplish
the marketing objectives. In Cadbury the manager should evaluate the marketing plans to achieve
desired goals.
Roles and responsibilities of marketing function:- There are different roles and
responsibilities of marketing which are mentioned above.
Market analysis:- Analysing and collecting necessary market information like what
customers need, quantity, and their capacity to buy is one of the important role of marketing.
Necessary information related to the customer should be collected (Draelos, 2010). In Cadbury,
the manager should analyse the market and collect relevant information about customers to know
which product will find best opportunity.
Planning:- To attain marketing objectives an appropriate marketing plan should be
prepared. Company should set up a plan according to their production level and efforts made by
them to promote their product. In Cadbury, appropriate marketing plan should be prepared by the
manager by keeping these factors in mind which are mentioned here.
Product development and designing:- In selling product there is an important role of
product designing. Products which are designed attractively by a company sells more in
comparison to unattractive designs. In context to Cadbury the manager should consider that
product should be designed better to attract the customers.
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Packaging:- Labelling and packaging plays a vital role in product development and
marketing. Packaging should be in appropriate manner which avoids damage, breakage, etc.
while label involves all information about the product like – ingredients, manufacture and expiry
date, batch number, etc. In context to Cadbury, the manager should design products with best
labelling and packaging.
Customer support service:- It is the main function of marketing to provide better
support to customers (Durmaz, 2011). Customers can be supported by providing various services
like – credit facilities, after sales service, technical services, handling customer's grievances and
in various ways. In Cadbury the manager should provide better customer services which leads to
customer satisfaction.
Warehousing:- Storage and warehousing is also one of the important role of marketing
function. It is necessary to store goods at secure place. Every company should concern about
warehouse responsibilities for managing goods. It ensures continuous supply of products in the
marketplace.
P2 Relation of roles and responsibilities of marketing with wider organisational
Marketing refers to the activity of setting a positive image in the mind of customers to
attain organisational objectives. It helps to attract higher number of consumers so that large
market can be acquired. It creates an urge in individuals to buy the products that are sold by an
organisation. It also guides the mangers to use appropriate and effective policies and strategies
for marketing campaign against competitors. In Cadbury relation of marketing and other
departments are explained below:
 Marketing department with operation department: Operations and marketing
department can be defined as the most important department of the company. As all the
operational activities are executed by operation division and marketing campaigns are run
by merchandising department. All the important information of market is gathered by this
department and provided to the operation department so that all the tasks are
accomplished successfully (Eslinger, 2014). It provides different type of benefits to the
company as well as customers. These advantages are competitive advantage and quality
products. Both the departments are interrelated as all the information gathered by
marketing division is provided to the operation section to enhance effectiveness.
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 Marketing department with finance function: Finance or funds can be defined as the
life blood of an organisation and operational activities cannot be executed without funds.
All the promotional tasks are performed by marketing division of a company and for
these activities the funds are provided by finance department. Managers and accountants
in this department formulate budget for each and every activity to ignore the financial
problems. Both of the divisions are related to each other as all the funds are allocated by
finance section to marketing to run the campaign.
 Marketing department and human resource department: Employees or workers of an
organisation are known as the essential asset because they are liable to operate all the
activities. HR department of an organisation work with full efforts to hire skilled and well
educated employees who can help to reach all the organisational objectives and goals
(Griffitts, 2016). Marketing division is responsible to determine and analyse features of
the products that are produced by the business enterprise. Different training programs are
held by organisation for employees and provide them proper training and information
related to the products so that they can produce products effectively and sale them to the
customers. These departments are related with each other because all the employees have
to take part in marketing activities to attain goals and objectives of the company that are
profit and sales maximisation and customer satisfaction.
 Marketing department and sales function: Marketing department affects sales division
directly as marketing campaigns are executed by the marketers that helps to enhance
sales and attract large number of customers. When a firm is very much involved in
promotional activities that it may result in increased sales which is because the firm is
able to attract more customers (Hsu, 2011). All the tasks and operations of marketing
department support sales division and help to attain all the predetermined goals. It assures
that company is going to have long term sustainability and increase the profits for the
firm.
 IT department and marketing department: IT department of a company is responsible
to identify new and innovative technologies are the launching in the market. All the
information of these technologies is provided to the marketing section so that they may
plan effective marketing strategies for the company in order to attract large number of
customers. It helps to retain old and target prospect customers of the company so that a
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large market share can be acquired. Both of the departments are related to each other as
collected data of latest technology is provided to marketing division by IT department.
Marketing department is the vital requirement of a company as it can help to pull
prospect customers and retain old customers by performing attractive promotional act ivies so
that they will be well informed about the products. Effective marketing strategies help to
influence the customers to buy the products and enhance their interest in the company. All the
functional departments of Cadbury are related to marketing division as all of them are having
same goals which is to achieve long term sustainability for the organisation.
TASK 2
P3 Marketing mix for planning process of marketing to attain organisational goals
Marketing mix:- Marketing mix are set of operations or strategy used by a company to
promote product and its brand value in the marketplace. There are 7P's – product, place,
promotion, price, people, process and physical evidence which makes marketing mix typical.
Before using marketing mix criteria to a particular product, company, customers and service
must be considered (Jones and Rowley, 2011). Companies make marketing mix strategy for their
product's sale. It is all about collecting external information to sell a product. The 7P's used by
Cadbury and their comparison with other company is mentioned under.
Comparison of 7P's of marketing between two companies:-
Basis Cadbury Mars
Product In Cadbury's marketing mix
according to different seasons
products are classified. Not
only chocolates but also
Products like desserts and
beverages are also affiliated to
their product form. Their
products are also according to
the festive seasons like
Christmas, Diwali etc.
Cadbury's different products
In Mars marketing mix there
are different segments-
petcare, drinks, chocolate,
food, symbioscience, etc.
company manufactures various
brands in chocolates like –
dove, galaxy, twix candy,
snickers etc. It offers various
products according to
customers needs and
preferences.
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are – dairy milk, caramel,
bournville, five star, oreo, fruit
sundae, perk, bournvita, etc.
Price Their prices are decided
according to the products
qualities. Cadbury's pricing
strategy depends on
packaging, product demand
and competition (Lancaster, G.
and Massingham, 2010). Like-
bournville prices are high
while five star, eclairs, perk
have low prices. Their price
strategy is placed to meet the
intended segments.
Pricing strategy followed by
Mars is mid-premium strategy
according to different age
groups. In Mars company
prices are chosen
independently by different
segments. Different factors
like – production cost,
distribution, marketing, etc.
are considered by business
segments before deciding price
strategy.
Place Through effective distribution
channels Cadbury has big
influence all over worldwide.
Through distribution places it
provides products to
customers in both rural and
urban areas. In more than 200
countries Cadbury has it's
name and sell their products.
Mars has different
headquarters in various
countries according to their
business segments. By this
way customers can be easily
targeted (Lipsman and et.
al. ,2012). It has effective
distribution channels as, it
deals in different business
segments all over the world.
Promotion Cadbury has different ways of
promotions, it can be done
through posters ,television,
online, newspaper, etc.
Cadbury uses various tag lines
Mars use different ways to
promote their products. It use
different slogans and tag lines
which increases brand image
of their product. They promote
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for different brands to make
consumers aware about their
products. To promote it's
products there are different
brand ambassadors which
influences people to buy their
products.
their products through online
and offline campaigns.
Sources like advertising,
newspapers, media, etc. are
used to reach customers by
various business segments.
People People includes employees and
staff working for a company.
Cadbury make their business
successful by hiring
appropriate people and
providing training to improve
their skills so they can satisfy
their customers. Recruiting
right people is very essential
for a company to Create
positive response.
Mars recruit employees with
higher qualifications and skills
to achieve desired goals and to
increase their brand image. It
provides appropriate training
to staff to provide better
services to customers. It
considers all the factors during
training which are necessary to
achieve the target.
Process Process involves the processes
to deliver goods to customers.
Cadbury supply products with
better processes which saves
money and time of both
customers and company.
Mars considers the key
processes which are essential
to satisfy customer needs. To
make business and it's services
effective it focus on different
factors like – appropriate cost,
competitors in the market,
satisfied customers etc.
Physical evidence Physical evidence is how
customers are reassured in
effective manner. Cadbury
focus on different factors
Mars ensures that there should
be proper physical evidence
while supplying the products
to customers. Mars measures
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which make appropriate
physical evidence like –
branding, layout, packaging
and how staff dress and
behave.
and records their employees
performance that how they
deliver customer services in
appropriate manner. This helps
the company in better
customer satisfaction.
TASK 3
P4 Marketing plan for enterprise
Marketing plan can be defined as a written document that includes detailed information
of marketing activities that are going to be performed by the company in upcoming years. It
contain the data which has been collected by market research, goals of a company, cost for a
particular products or service which is going to be launched in the market and action plan for all
these tasks (Martin, Campbell and Harmsen, 2014). The major requirement of this plan is to
make frequent changes in the plan according to the trends that are currently running in the
market. This document is formulated by the companies who are launching an new products in the
market and willing to attract higher number of customers. It is formulated by the managers of an
organisation in order to make the launch successful. As Cadbury is willing to launch a new
chocolate which is a health chocolate and cholesterol free. Marketing plan for Cadbury is as
follows:
Overview of Cadbury: It is a British Multinational confectionery company and the
second largest brand all over the world. It was firstly established in Birmingham, England in year
1824 by Mr. John Cadbury. It is known for its chocolates that are are eaten all around the world.
It is willing to launch a new healthy chocolate in the market which is mainly made for diet
conscious person (Mihart, 2012). The company is formulating marketing plan for this purpose to
successfully introduce the chocolate in the market.
Vision of Cadbury: Vision Cadbury is to be on the top of chocolate industry by
acquiring higher numbers of customers.
Mission of Cadbury: Mission of Cadbury is to create a brand image so that company
may earn a higher amount of profits in coming years and continuously making improvements in
the products that are produced by the company.
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It is very important for the mangers to have information of current market trends so that
the marketing campaign can be run effectively and may result in favour of the company. If they
are not able to formulate a proper plan than the company wont be successful in the new launch.
All the positive negative market conditions can be analysed with the help of SWOT analysis
which is explained below:
Strengths:
 The customers are loyal with Cadbury and they do not want to switch to other brands.
 Marketing and promotional activities are performed effectively that helps to remain on
the top.
 Distribution network and operations are handled with more efforts to acquire higher
market share.
Weaknesses:
 The products that are offered by Cadbury are very costly that cannot be afforded by the
people who are living in rural area or lower class.
 Customers are avoiding chocolates as they are becoming more health conscious that may
result in decreased profits.
Opportunities:
 As company is launching a new healthy chocolate with less cholesterol that can help to
attract prospect customers.
 The chocolate market is currently increasing with high percentage and this may help
Cadbury to increase its profits.
Threats:
 So many new competitors are entering in chocolate industry who may acquire the market
of Cadbury.
 If inflation rates get high than it may affect the sales negatively.
Strategic objective of Cadbury: As company is launching a new chocolate in the
market the objective of Cadbury is to successfully introduce it in the market and attract all the
prospect customers toward company.
STP for Cadbury:
 Segmentation: In segmentation marketers of the company select the segment where the
new product is going to be launched.
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 Targeting: In this level the target segment is selected by the company and for Cadbury
the target customers are the person who are health conscious and most of them are the
youth.
 Positioning: It is one of the largest chocolate company and have good market image.
Cadbury is now trying to strengthen the image by offering more options in products.
Marketing strategy: It is known as a sequences of steps taken by company to attain
marketing goals and objectives. Cadbury can use relationship marketing strategy by providing a
new and healthy chocolates to its current and prospect customers.
Execution: In this step all the executional activities are run by the managers to attain all
the goals.
Evaluation: It is the last step in which all the decisions are taken that are related to the
launch program. For this purpose following methods are followed:
 Sales analysis: It is used by organisations to measure that what are the prospect
customers and what level of sales can be attained with the help of them.
 Market share analysis: It is used to analyse the increase and decrease in market share.
 Efficiency ratios: In this step different rations are calculated to analyse the relation
between cost and sales for a specific year.
CONCLUSION
From the above project report it has been concluded that, marketing essential are the set
of such factors that are required for a company to formulate a marketing plan. While launching a
new product it is very important to analyse the market trends so that it can be introduced
effectively and may result in favour of the company.
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