Marketing Essentials: Roles and Responsibilities of Marketing Function

This document discusses the characters and errands of marketing function, as well as the roles and responsibilities of marketing in the context of the administration. It also explores the marketing mix and how it helps achieve the goals of the business. The document focuses on Cadbury and Nestle as examples.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Task1................................................................................................................................................3
P1 Characters and errands of marketing function..................................................................3
P2 Roles and Responsibilities of marketing in context of the administration........................6
Task2................................................................................................................................................7
P3 Marketing mix in directive to achieve neutral of the business.........................................7
Task3..............................................................................................................................................10
P4 Marketing plan................................................................................................................10
CONCLUSION..............................................................................................................................13

INTRODUCTION
Marketing is that tool of management which is related to establishment of relationship
between customer and firm's product for attraction it towards product of organisation. This is
done to communicate the product of firm in potential market. There are various tools and
techniques which marketing function follow for promotion of firm product. Some of these
techniques are advertisement , market penetration, analysing behaviour of customers. In context
of this report, Cadbury is the focus company (Ahmed, P.K. and Rafiq, M., 2013) . Cadbury is a
British multinational company which is founded in year1824 by John Cadbury as a retail shop
for chocolates in England. This report is consist of detail study about marketing function in
Cadbury . It incudes all roles and responsibilities of marketing function. The relation of
marketing with other department of firm will also studied. The all potential customers and
competitor of company will also identified that how firm can get competitive advantage in this
dynamic environment environment.
Task1
P1 Characters and errands of marketing function.
Marketing is that function of management which is related to number of activity which are
related to promotion of firms product in target market. This is that function which help firm in
managing its business.
Concept of marketing: Marketing is that philosophy which company used when it have
to evaluate the demand, requirements and needs of customer and take product decision according
to it. This have the clear mote to fulfil the neds of customer and increase profit of firm (G and et
al, 2015).
Current and future trends of marketing: Marketing is continuously changing with
changes in market trends and techniques of production. There is regular amendments in firms
process of marketing . As in previous times firm use to advertise there product in newspaper or
customer survey but in today's environment firm is using social media and online promotion .
This have also facilitate more productivity of this function to company like Cadbury. These new
methods are helping company in getting to new customer as there are large number of competitor
but because of new marketing techniques and innovative idea in firm is getting advantage
Marketing refers to the set of various activities which is conducted by organisations in order to

exchange their thoughts, ideas and views about products and services offered by it (Baack, D.
W., Harris, E. G. and Baack, D., 2013) .
Marketing process: It is the process of influence the behaviour of customer through use
of marketing tools . These tools are used in combined form for attracting customers towards the
organisation. this includes some steps which are stated below: First Step: This is first stage in process of marketing where Cadbury can use the
opportunities present in the market . These are related to identifying and evaluating needs
of customer. Demand of products and requirements in market. Second Step: After the assignment of whole market, firm have to move to second stage
which is categorising potential customer of firm this can help firm in getting knowledge
about its target market and will lead in maximising firms profit . There are number of
functions which are performed in this step. Third Step: In this step the marketing pan have to be formed. This plan have main target
is to find what Cadbury can do to attract its targeted customer in market . Company can
use various tactics to for a effective plan for achievement of firms goals.
 Fourth Step: This is last step in this process where firm use al the tactics and strategies
which firm perform for achieving organisational goals and objectives. All the resources
of firm are used here to invite customer for selling firm product in target market.
Cadbury is the company which is dealing in chocolates and food beverages, it has main
objective of serving quality products to its customer, and for this it is using quality product in its
manufacturing process but quality product is not only the thing which help firm in getting the
advantage of large selling so firm have also focus on marketing of its product which will help
firm in getting more customer and serving then good quality product to them. Here the roles and
responsibility of marketing function is elaborated (Babin, B. J. and Zikmund, W. G., 2015). This
will show how this function will work with deferment department of function this will help firm
in getting good coordination in all areas. Some of the roles and responsibilities are discuses
below:
1. Market information:The first function of marketing department is to provide thin
formation of outside market to its firm ,this incudes informational related to demand and
type of product, product of company in market. Cadbury use this function of marketing
department as it examine both internal and external factor present in environment which

help firm in getting new policy and decide what it can do in future for solving problems .
This also aid firm in getting all the work done without any problem.
2. Financing: Marketing department of firm also perform some function of finance
department. As good marketing function help firm in getting acess to new market which
attracting more customer .this will facilitate finance department in attracting more
investor for firm . Marketing function help firm in reaching to the peak of finance
requirement in firm. There are number of customer which are attracted towards firm and
this will provide help to Cadbury as it provide credit facility to its permanent customers.
This will increase the profitability of firm for long run.
Market planning: The most important role of marketing function is t provide market plan to
firm. This will help firm in getting access to new marketing strategies and plans as it facilitate
firm the more profitability in business world. These marketing pans are also used by Cadbury in
its functioning as these help firm in using its resources properly and getting new resources on
time. This will also use as productivity increaser for firm )(Baker, M. J. and Saren, M. eds.,
2016.
3. Product designing and development: It is also a key role which is performed by
marketing department of firm. In Cadbury, its marketing department analyse the
situational product design and development and guide design departure about the trend
which is going in market and attracting the customer. Firm can use marketing in making
new designs for their products as their products are available in market which can be
evaluated by marketing department while performing marketing functions. Marketing
department of Cadbury guide firm about size, quality and other qualifications of product
to firm.
4. Exchange functions: In today environment firm is using market transactions which can
help firm in guiding what is going in market this can be used by Cadbury as it have to
analyse which type of exchange functions company is performing. Cadbury is dealing
globalize world which force company to perform number of exchange functions. Here
with the help of marketing function firm can use its resources and perform smooth
exchange functions.
5. Distribution channel: Distribution channel is important part of organisation this is
important part of firm as it facilitate in smooth flow of goods and services when there is

demand of them. Marketing department have important role in distribution channel. This
is because by proper marketing there will be increase in sale of firms product which leads
in improvement of distribution channel because of increase demand of product. Good
distribution channel help firm in getting access to global market (Clow, K. E. and James,
K. E., 2013).
It can be seen from above work that marketing department how to perform number of
role in organisation by maintain coordination and support of all other department . This is
essential for firm because it help it in getting what it want to achieve , and that id organisational
goals.
P2 Roles and Responsibilities of marketing in context of the administration
Marketing function perform number of tools for the organization which help firm in
getting access to new market and explore its product to different market for achievement of gale
and objective of firm. In context of Cadbury, marketing department have number of
responsibility. Further marketing department guide other departments about the actual demand
and wants of the end user. Interrelationship of marketing department is as follows:
Marketing and Finance: There is close relationship between marketing and finance
department of Cadbury, this is because firm is dealing in products which require high level of
advertised because of large number of customer. Here marketing department helps the finance
department in allocation of funds properly this will also help in getting reach number of
customer in potential market. Finance department help marketing department in knowing what
the firm is planning to do and what are the funds available for performing specific activity
related to promotion of product. Collaboration of both will also help firm in promoting
innovative products in market.
Marketing and Human resource: Human resource is the important part of organisation
and they help the firm in managing the work within the organisation. These are those resources
which includes men power of firm which is important to be managing. And this will be managed
by human resources department of firm. Here marketing department of Cadbury as it provide
information to HR manger about the product of firm which firm have to promote and HR manger
will give proper training to human resources of firm about how to sell the product of firm an get
maximum profitably in firm(Huang, R. and Sarigöllü, E., 2014). This also ensures the
development of employees within the origination.

Marketing and Production: Marketing and production administration of Cadbury are
interlinked to each other this is because production department get the and from marketing
function in identifying needs and requirement of customer which facilitate production
department in getting know what consumer want in today's market . Marketing also help in
identifying design, packaging and quality of product according yo target market. This is the basic
role of making department in Cadbury. Production department help firm as providing thee
product according to needs of customer which can be easily promoted by marketing function.
Marketing and research: Research department of enterprise is most important part of
firm because it helps in collecting information about the market and deeply analyse market with
research tools. Marketing department of Cadbury formulate effective plan for this function as it
help firm in knowing the requiem of customer. The both will coordinate efforts in customer
satisfaction. Research help marketing department in getting access to selling their product easily
this is because research department of Cadbury identify the current trend in market and use it in
manufacture of product. This facilitate marketing department in selling the product easily in
market for earning more profit (Joshi, M., 2012).
Task2
P3 Marketing mix in directive to achieve neutral of the business
Marketing Mix (7 P's) of Cadbury and nestle
Basis Cadbury Nestle
Price Price of Cadbury products are
according to needs of customer
that means company have
number of price range for its
customers. Some product like
Oreo silk and red wavelet have
high price because they are
premium product of company.
But it also has medium and
low range of products which
can target all type of customers
Nestle is also following the
same concept as Cadbury by
offering number of price range
in products for attracting all
type of customer this will also
facilitate in managing the
demand of particulate product
for specific period of time.

in market for large share.
(Lovelock, C., 2011)
Product Cadbury have large number of
product range which start from
a candy to and end with an
chocolate cake. This lager
number of product make it
largest chocolate seller in
world ad every 3rd chocolate is
of Cadbury. Company offers
high quality of products which
is milk base product not
powder base.
Nestle was introduced in the
year 1905 as FMCG company
at international level. This
have also producing large
number of product with
different rage like baby food,
chocolates and snacks like
Maggi. This has helped it in
growing at big level and
earned profit in dynamic
market.
Place This company is dealing
global level which facilitate
firm to form a strong
distribution Chanel and
facilitate long term availability
of firm product in global
market. This will also help
firm in reaching to the market
peek for maintain its image in
market.
Institution adopt good
commercialism channel in
order to distribute its product
in target market. Company
introduces different tactics for
marketing like discount to
attract customers. Most
popular products are Maggie
and Nescafe. (opolšek, D. and
Čurin, A., 2012)
Physical Evidences Cadbury have no lack of
physical evidence as it have
large number of ware houses
across different nation, this is
the main physical evidence of
firm which provides it real
existence in business world.
Nestle have also its fuller
existence in business world as
it have number of stores across
the nations which have full
stock of material as well as
product.

Promotions Cadbury adopted strong
advertisement policy in there
marketing stature as firm
believes that marketing
increase their customer
attraction towards firm.
Company use various methods
to promote its product in
business world. Some methods
are advertisement through
newspaper, video
advertisement, TV and many
more. This have facilitated
firm in increasing the sale of
there product.
Nestle is using the policy of
promoting their product by
using methods which have old
in style and have low cost
consumption. Firm does not
believe on advertising much as
tit will impact on cost of firms
product, nestle use slow rate of
promotion of its product.
People People are those persons who
are related to firms directly or
indirectly, for Cadbury there
the main people for it is
employees who perform
different function for firm.
Firm provide proper training
and development to them for
making these people more
talented and task worthy for
origination. For this Cadbury
use many methods of
recruitment and training of
employees. (Rossi, P. E.,
Allenby, G. M. and
The main people for nestle is
customer. This is because
Nestle have its key focus on
profit and revenue generation
which can only be achieved
with the help of employees of
firm. There are number of
options which it use to make
its consumer happy and stay
with origination for a long
time.

McCulloch, R., 2012)
Process Cadbury follows the
technological process where
the flow regular updating in
the methods and technology
which is chose by firm. It will
be smoothness in the process
of firm which also increase the
profitability of firm.
Nestle process is to minimise
the wastage of resources which
also facilitate firm in getting
cost advantage as low wastge
will lead in cost reduction of
firm which is important in
today’s business for gaining
competitive advantage.
From above mentioned marketing mix it can be seen that Cadbury and nestle both have
equal chance in business for gaining competitive advantages but Cadbury can get ahead Nestle
this is because it have opportunity which help it in it , the opportunity is firm can use it people
and promotion as the tool to get ahead from its main competitor.
Task3
P4 Marketing plan
Marketing plan of the company is as follows: marketing plan is that tool of management
which consist the strategies and methods for development of marketing function in organization.
This is the main focused is to achieve the objectives of firm and do effective marketing of firm
product in context of Cadbury, manager for marketing perform this function the main purpose of
marketing manager is to form marketing function, his will help firm in getting more resources for
use of firm and can be use it for long period of time, marketing plan for Cadbury is mentioned
below :
Overview of the company
Cadbury is Company which is selling chocolates and beverages to global market .it have
main fetcher of providing deletions chocolate to its customer. Firm have wide range of products
some of these are silk Oreo , temptation. Dark chocolate. Bernville. All are the products of firm.
Firm in continually increment getting in recent years.
Mission: Cadbury mission is “to provide there customer the real taste of chocolate in
which they can find their satisfaction, these products must be at superior quality with complete
development of firm.

Vision: The main vision of Cadbury is to make living standards people at high level and
make them happy by eating chocolate which will ultimately increase brand image of firm.
Marketing objectives
 One of the prime objectives of the company is to increase its sale by 20% in next 6
months.
 Company launch new product Cadbury Chaco dip for increasing its market share by 15%
in next 1 year.
STP approach: it is that approach which is used by the firm for dividing its product
market , this is main strategy of firm to its marketing pan on the market of firms choice this will
help Cadbury in maintain the environment where it can divide its market for implementation of
its product, there are three steps in this process which are segmenting , targeting and positioning
of firm product. These all points are elaborated below:
 Segmentation: It is the first step in this framework where firm have to divide the market
in small segments which will help firm identifying its potential customer, here the market
will divided according to product. The divided market has several qualities which can be
benefited for firm product. Cadbury can used this function as it divide market according
to age group of people here firm will divided the market according to age of people
where firm use to target customer of 15 to 30 (Silberschatz, A., Galvin, P. B. and Gagne,
G., 2014).
 Targeting: This is the second step which arise after the function of segmenting market .
Here firm use the method of targeting the customer of divided market. In context of
Cadbury firm will target the customer of 15 to 30. Where firm use fancy item for 15 to 18
people and for others it will use its premium products.
 Positioning: positioning is the last step in this function where firm use to position with
number of tools of marketing. Cadbury will use advertisement to target and position its
product in market. This will help firm in implement of project pan in its functioning.
Swot analysis of Cadbury
Strength Weakness
 Solitary of the major strength of
Cadbury is it has a robust distribution
 One of the weaknesses for Cadbury is
lack of skilled and trained people in

channel lengthways with effective
promotion devices.
 Company have major strength of
providing products according to needs
of customers of organtion.
firm.
 Changing attitude of people towards
origination also acted as weakness of
company as it is unable to find health
cause product for customer.
Opportunities Threats
 Business need an chance to expand its
occupation by introduction of new
products according to need of the
market.
 Through the growing price of raw
material, profit border of Cadbury are
reducing.
 One of the threats for Cadbury is the
number of Competitor Company’s
increase at the marketplace. As a result
overall market share of the company
reduces. (Silver, L and et al, 2012)
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 9000
Monitoring and control

Monitoring and control is last step in marketing pan but it is the most important one
which is directly related with success of whole marketing plan. This function deals as a
watchdog for implementation and follow up of plan, monitoring is continuous evolution of
performer of marketing pan and control is managing firm polices and process with marketing
plan. In context of Cadbury firm is using method of monitoring and control wishing origination
for success of firm marketing plan and accomplishment of goals and objectives (William, K. and
Zikmund, B.J., 2012).
CONCLUSION
From the above mentioned report it can be conducted that marketing is an all pervasive
function which have many impact on business of firm. Organization should use proper means to
cope with this and can use its roles and responsibilities for establishing good managing in its all
function. Firm can use marketing as a core function for understanding other department of firm.
It is the responsibility of marketing manager to form as good marketing plan which can be used
by firm. There are number of tolls and strategy which firm can use for getting maximum benefit
form paining function and increases its profitability and productivity by increasing customer
satisfaction.

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