Essentials of Marketing and Recruitment

The provided assignment is a compilation of various sources related to human resources marketing, recruiting, and essential concepts in marketing. It includes articles on employer branding, social engineering, and community-based livestock breeding programs, as well as online resources and definitions from reputable organizations such as the American Marketing Association (AMA). The assignment provides insights into human resources management, marketing communications, and animal breeding genetics.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................3
TASK 2............................................................................................................................................6
P3 Comparison between two organisation by applying marketing mix for accomplish
objectives.....................................................................................................................................6
TASK 3............................................................................................................................................9
P4 Evaluation of basic marketing plan........................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a process in which an exchange activity take place under which an
association sale their goods and services to other person and take back some consideration for
that. According to the American Marketing Association “Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large (Definition of Marketing,
2017).” This project is based on Cadbury marketing which was establish in 1824 by John
Cadbury majorly dealing in confectionery products and services. In the year 2008, company
employees strength is around 71657 which is suitable for any large company in order to deliver
their products and services. This project includes, roles and responsibilities of marketing function
of a business along with its relation with other functions of an association. It will also stated
about comparison with NESTLE by taking marketing mix as a base to determine the steps which
used by an organisation for accomplishing goals and objectives. Moreover, for implementing
business operations more effectively, this study also constitutes a basic marketing plan through
which each and every activity get done in an appropriate manner.
TASK 1
P1 Key roles and responsibilities of marketing functions
Business owners want to make more and more money and for this they really need to
implement suitable techniques through which they become able to facilitate effective services
and supply of their products. Thus, business have to understand all marketing functions properly
so that they become able to execute all operations effective from marketing information system
to financing. Marketing is not a easy thing and it is also not a small term in nature. Marketing has
wider concept and its evaluation is essential to understand just because many people examine
selling and marketing as a similar concept in nature (Seven Functions of Marketing, 2017). There
are various functions are determine in marketing concepts whom have to better understand by
business managers so that they are going to execute operations and activities properly. Cadbury
managers evaluate that there are mainly seven functions are performed under marketing concept
which are describe as follow: Marketing Information management: A major thing which included by MIS is all about
gathering of information from inside or outside the environment of an association so that
better and effective decision will be carried down properly in relation with improvement
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in product and services, pricing, packaging etc. Cadbury marketing manager role is to
manage such information properly and modify essential changes in their products and
services. Distribution management: DMS is a process through which an association become able
to manage all their distribution of products and services effectively and reliably (Baker
and et. al., 2016). Cadbury marketing manager major duty is just to distribute their
products and services globally properly as well as distribute their products as per the
demand. This enable them in order to control the cost of their services and confectionery.
A distributor manager have to maintain appropriate information about stock of a
company and facilitate suitable supply of their goods at the time of dealing. Product or service management: Another marketing function of every association is
product or service management. If a company is dealing in tangible goods then they have
to manage their product effectively. On the other hand services do not get store and
deliver at the time of requirement. Thus, Cadbury have to manage their product and
services properly through which they become able to increase profit margin because
confectionery are delivering according to demand of their products. Thus, marketing
manager have to manage their product and services delivery properly so that business
become able to accomplish targets effectively. Pricing: A major thing which have to take in account by business association is price or
value of their products and services on which they lead to deliver their goods. It is
essential for an association to choose suitable pricing strategy so that they become able to
maximise their sales and revenue as well as minimise all essential risk of a business.
Pricing play an important role in order to make and facilitate operations appropriate and
effective in nature as well. Cadbury marketing manager have to determine all important
news from market in relation with their competitors and then choose such pricing strategy
which reflect more and more benefit to an organisation. Promotion: Organisations whether they are small or large in nature have to choose
suitable promotional strategy for business so that they can make their products
information available to each and every target customer of a company (Bastable, 2016).
Promotion of products and services get managed through advertising, providing customer
loyalty offers etc. All these things and essentials are helpful for business in context with
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marketing function of Cadbury in which manager have to choose suitable promotional
strategy and apply it to business so that new product or existing modifications
information get deliver to target range of customers effectively. Selling: A process is essential in business association under which a foremost transaction
is taking place between seller and buyer of a company where money is exchanged for
goods and services (Berkowitz, 2016). There are various steps are evaluated in selling
process which have to follow by business in an appropriate manner so that more and
more sale get done properly. Through selling products and services get available to
perspective buyer so that business become able to generate more and more profit.
Cadbury have to facilitate their selling process appropriate and effective in nature so that
they become able to make their products available to every perspective buyer.
 Financing: Finance is a life blood and essential component for every business association
through which each and every activity get done in an appropriate manner. Financing for
every activity done by marketing team is must so that product image get rephrase by a
company properly and effective steps get adopted as well. Marketing functions play an
another role in order to increase value of a company by using effective approaches so that
management could generate more and more profit. Cadbury is one of a establish name in
confectionery industry and their products quality are effective in nature as well as they
are adopting revolutionary techniques of promotion through which more finance could
arrange properly.
P2 Roles and responsibilities of marketing relate to wider organisational context
Business is a composition of various activities which are helpful for business in order to
accomplish goals and targets effectively (Brychkov and et. al., 2017). Apart from marketing,
there are several more functions are also taking place in a business which have to understand by
managers or authority of a company properly so that they can take appropriate decision which
support them in future context. Many companies base their organisational structure on functional
areas of business creating more and more divisions under such functions and divide roles and
responsibilities of employees. Several types of functional areas whom are majorly seen in
business environment are describe or stated as follow: Human resource management & marketing management: There are various
department or division are working in an association which are interrelated with each
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other. So in case if any deviation get determine all functions get impacted through that as
well. HR play an effective role in marketing department as well in which major duty of
Human resource manager of a company is to recruit suitable personnel which have better
and appropriate skills of working (Cabrera and Williams, 2014). Thus, HR Manager
responsibility is just to select such person whom have better knowledge about marketing
so that it will support in accomplish all objectives properly. Cadbury HR manager have
to understand their role properly and select only such personnel for marketing division
whom have better knowledge and skills to perform their duty properly as well as aid in
accomplishing all targets properly. Finance and marketing: Marketing and finance both are interrelated with each other
just because if marketing department wants to launch an event then they have to prepare
a budget and send it to finance department whom are further allocate them fund for the
same. Moreover, it is a duty of finance manager to evaluate each and every aspect of
budget properly and then make suitable corrections in such list. On the basis of that,
finance division lead to allocate money for the event launch through which business
become able to reach and make their product information available to each and every
user. Cadbury finance and marketing both managers of department have to understand
their roles and responsibilities properly so that they will lead ti support each other in
order to fulfil all requirements properly. Research and development & marketing:New inventions and innovation are major
thing for every business which have to take in account by an association properly so that
they are going to maximise their revenue and profit (Griffitts, 2016). Research and
development department have to make many new inventions for their marketing
functions through which marketing department become able to perform their work
properly. R&D division have to make many new innovation in MIS system so that they
can gather appropriate information from market as well as they also have to make their
process more appropriate in nature so that marketing department can make their
inventory list properly. Cadbury managers have to take such context in account and
make essential innovation in their operations for the same so that marketing department
will lead to perform their duties and responsibilities in an appropriate manner.
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 Customer service & marketing:Business success and growth are in the hands of
managers and leaders. Thus, it is important for functions of an association to understand
their working and responsibilities properly so that effective working could be promoted
(Hoeffler, Herzenstein and Ginzburg, 2015). There are various divisions are determine in
an association out of which customer service play a very important role. Customer
services and marketing functions have to work together like milk and cookies so that
better working could be promoted. Customer services work in order to resolve all issues
and problems of a business which arrive while selling products and services to ultimate
customers. As well as they also determine an innovative way to deal with such problems
effectively. Henceforth, customer services transfer and deliver such data to the marketing
team so that suitable and appropriate steps on such problems would be carried down. Production and marketing: Marketing team collect information from outside the world
about their product and services so that they can manage their production in an
appropriate manner. Marketing team have to convey such information to production
department whom majorly play a role in order to produce high quality standard products
and services. Along with this, customer service division collect various issues about
product quality and then facilitate it to marketing team. It is a duty of manager to listed
out such aspects properly and provide it to supervisor so that they can maintain suitable
quality of their products and services. Cadbury both departments managers have to
perform their roles and responsibilities properly and relate their functioning as well
properly.
 Sale and marketing: Sales team have to produce goods on the basis of provided
information by marketing team in which demand of each and every commodity is
includes and listed properly (Hoffman and Turley, 2015). These two functions are
related with each other by combining their working as sales team will lead to start
operating in particular market on the basis of provided information by marketing team.
Cadbury managers have to evaluate the demand of market properly on the basis of which
production team manufacture goods. Hence, sales team have to make their activities
more aggressive only in such market place where they really need to which get done on
the basis of information provided by marketing team.
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All these functions are interrelate with each other and facilitate their working properly by taking
response from each one of them. This enable business to grow and maximise their revenue
properly so that more suitable things get done in an association in an appropriate and effective
manner (Karasar and Öztürk, 2014).
TASK 2
P3 Comparison between two organisation by applying marketing mix for accomplish objectives
A major target for every business organisation is just to get sustain into market for long
term. There are various tools and techniques get adopted by an organisation properly through
which management become able to accomplish all objectives and targets properly. Marketing
mix is a foundation model of marketing which facilitate an option which can adopted by business
in order to pursue at market world for long term context. Marketing mix is define as such tactics
which use by a business to promote its brand and product in market world.
Cadbury is one of an association whose market share is more as compared to other
organisations. Along with this, there are various competitors are determine for an association
which have to take in account by a company and prepare their strategies by taking them in
account. Nestle is identify as a major competitor of a company whom are also dealing in variety
of products and services.
Marketing mix is a process through which business become able to create their brand
image and value for their goods and services by taking various aspects in account (Kennedy and
Parsons, 2014). For this comparison, extended marketing mix get utilise and get organise on
NESTLE and Cadbury work as two major association of confectionery:
Basis Meaning Cadbury NESTLE
Product A product is anything
which offer by a
company to their
target customer with
an aim to satisfy their
needs and demands
properly. In retailing
or physical products
Dairy Milk, 5 star,
Perk, Temptation
Kit Kat, Munch, Milky
bar, Polo power Mint
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merchandising
consider as product for
a company.
Price Price is a quantity of
payment or
compensation given by
one party to another
for the procurement of
goods and services. In
an economy of a
country prices are
generally expressed as
a value for which
products and services
are deliver
Prices of Cadbury
products started from a
little value and get
high and high which is
for each and every
group of customer.
NESTLE products and
services are usually
low rates which is for
the small customer
group.
Place In marketing context,
places are define as
such location where
products and services
are manufacture.
These locations and
places are usually near
to big cities where
transport are easily
available.
Cadbury place of
manufacturing are
convenient from where
they are more able to
facilitate their products
and services. There are
many retail stores
whether they are small
or large have high
quantity cadbury
products range.
NESTLE products are
not easily available at
many location which
stated that company
warehouses and
manufacturing are
establish far from
cities.
Promotion One of a basic element
of marketing mix is
promotion in which
various things and
Cadbury is using
effective promotion in
which they are
providing various
NESTLE is another
major association
whom are using
effective promotional
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elements are includes
which are helpful in
order to enhance sale
of a product as well as
make the goods and
services related
information available
to each and every
personnel.
exciting offers to their
customers which
enable them in order to
attract them as well.
tools in which their
advertisement which
published on internet
are exiting and
interested in nature as
well.
People These are such people
whom are related with
business like
employees, customers
etc. It is essential for
management to
understand them
properly so that
suitable things get
done for them in order
to accomplish goals
and objectives.
Cadbury providing
effective training to
each and every
employee of a
company through
which they determine
identical gaps between
their skills. By
transferring
appropriate skills and
techniques to their
individual,
management become
able to accomplish all
targets and goals
properly.
NESTLE people are
well trained in nature
but as compared to
Cadbury they do not
have sufficient
employees to execute
their operations
effectively.
Process It is essential for
business to select and
facilitate effective
process for their
working so that they
Cadbury process for
delivering their
services are high in
nature in which they
have good support
NESTLE process of
delivering their goods
and services are
relatively low in nature
as compared to
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become able to
manage operations
properly as well as
also become able to
work on each and
every objective
properly.
staff to render quality
based services to each
and every customer of
a company.
Cadbury because their
profit margin is not so
high as compared to
their keen competitors.
Physical evidence Consistent branding
across communication
which means, if an
association have
tangible product then
it signifies their
physical evidence of a
company.
Good and effective
quality products
signifies physical
evidence of a company
through which they
become able to deal at
market place more
effectively.
NESTLE also have a
physical presence
about their products
but it is relatively less
in nature as compared
to Cadbury.
On the basis of marketing mix, it get determine that variety of products Cadbury have
more as compared to their keen competitor of market. Along with this, they have good staff
control and people as well whom are responsible in order to manage sales of their business
properly (Lane, 2016). Moreover, all these things stated a common measure which is high profit
margin of a company as well as they are more able to accomplish all goals and targets effective
and properly.
TASK 3
P4 Evaluation of basic marketing plan
Marketing plan includes various things like strategies of a business, objectives, mission
and vision of a company. It also includes about the budget which need to get incur on various
activities of an association. This consent basically take place at the time of dealing in new market
world and making things appropriate and suitable in nature as well. Cadbury marketing plan
includes various aspects and elements in consideration which are signify as follow:
Vision of Cadbury: “Working together to create brand people love”.
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This stated that management work as a team in which they created and manufactured
such products and services which enable them in create brad love.
Mission of Cadbury: “Cadbury means a quality; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure our promise”.
This statement clearly stated about an association working and their quality range of
products (Mittal, 2014). It get signifies that management really want to make their user satisfy
by delivering quality based products and services. As thus, they promise in near future they lead
to improve quality of their products and services.
Objective of Cadbury: These are the general blue prints which facilitate business to grow and
develop in an appropriate and effective manner. Cadbury objectives are as follow:
 To make lots of chocolate
 To improve the quality of chocolates
 To survive in marketplace To open many new stores in market
Situational analysis: It is essential for business to evaluate all internal situation of a business
through which they become able to prepare such kind of strategies which are helpful for business
(Mueller and et. al., 2015). Basic evaluation of Cadbury get done through SWOT analysis which
enable management to take appropriate decision (SWOT analysis of Cadbury, 2017):
Strength Weakness Opportunities Threats
Cadbury is a world
leader and have a
presence in more than
200 countries.
Rural distribution is
low as a major market
India have more than
parts of rural areas.
A major weakness of a
company can become
opportunity in which
management have to
target and penetrate in
rural areas for more
market opportunities.
Distribution cost of a
company is also high
due to increase in cost
of fuel and
transportation. Thus,
by increase in cost gap
for other companies
also increases.
Their products and
goods have more
power than any other
Many times it get
determine that
company image get
Taste is another major
thing in which
Cadbury major market
Many consumers
become health
conscious in nature
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competitor of a
company.
impacted many many
cases like cockroaches
and rodents found in
chocolates.
is India where people
like small chocolates
to eat. Thus, new
flavour is a major
thing or opportunity
for a company.
under which they
prefer to drink health
juice rather to eat
chocolates.
Major products of a
company are Dairy
Milk, Bournvita, Oreo
which support an
association to get
sustain at market
world.
Another major
weakness of a
company is quality
which needs to be
more strengthened.
Increase variety of
products like more and
more innovation will
work as an opportunity
for a company.
From past few years,
festivals interest is
getting reduce which
lead to work as a
threat for a company.
Along with this consent, it is essential for a business to evaluate external market factors
as well. This enable an association to gain optimum growth so that targets get accomplish in an
appropriate manner. Thus, PESTEL analysis on Cadbury is define as follow (PESTLE Analysis
of Cadbury, 2017): Political: Government situation of a company get changed from labour party to liberal
party which impacted their operations in an adverse manner (Pappas, 2017). Company
will lead to open up 8 new factories in which 3000 skilled employees get job but many
restrictions enforce them to take skilled people. In 2010, VAT increase which further
impacted on business performance which is not appropriate for a company. Economical: Worldwide economical decline impacted Cadbury extension plan very
rapidly but it did not impacted sales of a company as much. But company do not become
able to generate more and more profit as they have seen a downfall in the year 2009. Social: Quaker company was operating Cadbury initially whom are against of using
alcohol to be added in chocolates, coffee etc. This will enable business to create a
positive image in society itself. Some major problems which faced by a company in west
is related with obesity in adults under which many people advised that not to intake
chocolates. This impact on operations of Cadbury most which is harmful for an
association position and working.
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 Technological: From past few years, technological advancement support Cadbury in
order to make things correct as well as their packaging also get impacted positive in
nature. Pathogen system and filling patents is used by an association in packaging which
resist heat from chocolates.
Marketing budget is also helpful for an organisation through which business become able
to make their activities effective in nature (Baker and et. al., 2016). Cadbury managers created a
market budget in which various expenses and savings are included properly so that management
can execute every plan properly. With this, their major work is just to expand business and for
that marketing budget is prepared as follow:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 12600 14200 20000 16000
Investment 20500 14800 16000 14200
Total 50000 33100 29000 36000 30200
Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
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Total 18200 14700 12700 16000 16900
Available balance 31800 18400 16300 20000 13300
CONCLUSION
It get concluded from the project that marketing is not a small concept like selling but it
comprises selling into it. It is essential to understand both these terms properly and make an
appropriate differentiation between each one of them. Marketing functions play an effective role
and responsibility in business through which they become able to maximise their working of
operations properly. Along with this, it also define about various functions of an association
whom are helpful for an association to execute their activities properly. Different functions are
directly or indirectly linked with each other which ultimately focus on an association
performance. By working with each other many targets get accomplish properly. By using
marketing mix, two association working get differentiate properly through which management
become able to accomplish goals and objectives properly. By using marketing plan all activities
get done and operated in a systematic manner for improving business performance.
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REFERENCES
Books and Journals
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Bastable, S. B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
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Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
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Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
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Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
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Online
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:<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>.
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(Baker and et. al., 2016Bastable, 2016Berkowitz, 2016Brychkov and et. al., 2017Cabrera and
Williams, 2014Griffitts, 2016Hoeffler, Herzenstein and Ginzburg, 2015Hoffman and
Turley, 2015Karasar and Öztürk, 2014Kennedy and Parsons, 2014Lane, 2016Mittal,
2014Mueller and et. al., 2015Pappas, 2017)
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