Essentials of Marketing and Hospitality

The provided assignment covers a wide range of topics related to marketing and hospitality, including the evolution of services marketing, human resources essentials, and destination marketing. The document includes references from books and journals, providing a comprehensive understanding of these subjects.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of the marketing function............................................................3
P2. Application of marketing mix into the marketing planning process.....................................5
M1. Roles and responsibility of marketing function...................................................................8
M2 Significance of interrelationship between marketing and other functional units ................8
D1. Interrelationship between key elements of functional department:.....................................8
TASK 2............................................................................................................................................9
P3 Compare the marketing mix of two different organisation:-.................................................9
M3. Different tactics used by Cadbury to achieve its objectives: ............................................11
D2. Use of 7P's to achieve marketing objectives of Cadbury ..................................................12
TASK 3..........................................................................................................................................12
P4. Producing and evaluating a basic marketing plan...............................................................12
M4. Marketing plan for Cadbury: ............................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is the process of analysing what consumers needs and meeting those
requirements by providing them with products and services that can satisfy their demand. It is a
action which is associated with buying and selling of commodity. This involves selling,
advertising and delivery of items to people. Marketing is directly responsible for identifying,
anticipating and satisfying customer requirements with maximum profit(Baker, and Magnini,
2016). The main objective of marketing is promoting its product and services to its present and
potential customer that should be attained within a specific time. To build up the public image or
creation of goodwill within time frame is another purpose of marketing. Cadbury is British
multinational confectionery company presently operates in more than 50 country worldwide.
There are various products which is liked by everyone such as dairy milk, silk, bubbly, fuse, etc.
This report is consist of roles and responsibility of marketing related to marketing environment.
Along with it file includes interrelationship among marketing and other functions. In addition to
this report also covers marketing plan which gives them an advantage of higher competitiveness.
TASK 1
P1. Roles and responsibilities of the marketing function
Marketing refers to the process of delivering goods and services from manufacturer to
end consumer to satisfy their need and want. This process includes various activities like
advertisement, selling, delivering products to customer (Brassington and Pettitt, 2013). The
major role of marketing manager of is to attract customers by various promotional activity and
influence them to purchase products. Following are the marketing functions of Cadbury-
 Pricing :-
The cost are decided according to features and nature of product in market.
Pricing refers to the monetary value of goods. It is the more complex task as right
pricing of the product help in generate high profit so price must be set according to the
quality and use of product . In market pricing play an important role in satisfying
consumer for a particular product of company. Cadbury uses differential pricing

strategy to offer its product to middle as well as high class people, in this company keep
its product price at minimum to capture large market area.
 Distribution Network :-
Distribution network refers to the chain of business to supply its goods and
services to the right person at the right place and on time. This chain includes
manufacturer, wholesale, retailer and consumer (Brereton, 2015). Cadbury doesn't sell its
product directly, product flow from different intermediaries perform variety of functions
before it reach to final customer.
 Promotion :-
Promotion refers to the set of activities that are performed by marketing manager
to communicate about the product and brand to the customer using various sources like
advertisement, publicity, promotional campaign, sales promotions etc. Cadbury uses
advertisement on TVs, Internet or over banner and also uses sales promotion to promote
its product by providing various offers and discounts in festive season to increase its sale.
Company also promote their product using brand extension by adding flavours to their
product or using rebranding strategy by positioning its product in different category.
 Marketing Information System :-
MIS is computer based system, it provided information about market like current
and future needs of the consumers (Brooks and Simkin, 2012). Mangers collect data
from various sources to provide better services to their consumers according to the need
of target market. MIS is important software as it provided the information related to
market that support Cadbury in formulating policies and strategies for marketing the
product and help in decision making process.
 Selling :-
Selling is the transaction between buyer and seller for a particular product. The
main aim of Marketing manager is to satisfy the consumers by selling the product that
suits their requirement and to earn high profit. Cadbury highly focused on maintaining
long term relationship with customers and providing the best quality of product at
reasonable price to target market. Company uses various marketing strategy to capture
the larger market share (Cooper, 2012). It uses Differential and cost leadership strategy
in which it offers product in relatively low price in as compare to its competitors.

 Market Research :-
Marketing research refers to the process of collecting information about the
market to determine the consumer's need and preferences. This research help Cadbury to
offer their product as per the requirement of segments to provide satisfactory product to
their customers and if require can make changes to their product to increase the market
share of company (Desai, 2013). This research includes questions like who are the people
to sell the product?, Why would they choose this product?, How to influence they to
purchase?, What additional services competitors are providing to retain customers?, What
strategies are required to increase the market share?. etc. Answer to these questions
require some observations related to marketing trend and competitors product. Finance :-
Finance refers to the management and investment of fund, money and capital in
business to earning maximum return in future. There are many sources by which
company can raise fund like equity share, preference share, long term loan and venture
capital etc. Manager of financial department are responsible for funding the operations of
other department in an organisation whenever required, so there must be proper
communication between the finance manager and marketing manger to manage the fund
of marketing activities like promotion, distribution, caring and warehouse cost (Diana,
2014). Cadbury invest its capital more in promotional activities like Advertisement, sale
promotions, personal selling etc.
P2. Application of marketing mix into the marketing planning process.
Marketing is strategic discipline which support various activities of business and it is
important essential ingredient of corporate strategy as coordinated with corporate plan. In
company, marketing function does not exist in isolation. Therefore, it is very essential to see how
marketing connects with other organisation's function. For developing an effective plan there is
requirement of close interlink with other functional areas of business. All functions in enterprise
should focus on customers so take a look at other functions and their relationship with marketing.
 Human-resource-management and Marketing :
The function of human-resource-management is to overlook on recruitment,
selection, professional development of employees and training. Other functional

responsibilities are employee motivation, health & safety, performance management,
well being and the function which holds knowledge related to legal aspect of human
resources (Dibb and Simkin, 2013). Marketing department highly dependents on HRM to
ensure the placement of right candidate poses required skills so that they
contribute toward the growth of the company. This department have an essential
communication role which is closely related to marketing.
 Research & development and Marketing:
It is important department in company which create new ideas, creative new
products & services and innovation. The requirement of present and potential customer
should be focused for any new research and development in order to deliver commodity
that satisfy customer needs. This department aims to generate new information that can
make production of product more effective and efficient. When a enterprise wants to
grow than they create innovative inventions and it leads to creating image in eye of
customer. Cadbury have to bring new products time to time so that consumer does not
get bored with existing products. Marketing departing interlinked with Human resource
department because this tells about needs and wants of ultimate user and how to satisfy
them.
 Finance and Marketing:
This is considered to be very essential section of the firm because it has all
records related to finance which is used by company at various places (Jones and
Rowley, 2011). The marketing department require to work closely with finance sector to
ensure that there should be sufficient budget to meet the requirement for promotion,
research and distribution. All functions are operated according to the financial
capabilities in organisation finance wing want that other branch work in their allocated
budget. Marketing department have to focus on building market share, sales volume at
the same time finance sector may concentrate on covering cost, cash flow and paying
back investment.
 Production and Marketing:
There is close relationship between these two department is very essential for
improving the performance of company. Proper communication results in coordination
among marketing and production function and this results in satisfying customer needs

and desire which increase in organisation profits. Each department has its own different
roles (Malhotra, Birks and Wills, 2013). Production section concentrate on managing the
quality and quantity of product, arranging deliveries and focus on creating new product.
On the other hand, marketing sector works on meeting their needs and satisfying
customers. Cadbury must cooperate with both section and control conflict if arises
between them.
 Customer service and Marketing:
Customer service is very crucial department of organisation because it tackle the
problems of consumers, take feedback and also provide after sales services that leads to
increase in sales. This department used for taking care of customer after product sold to
them. Marketing section help in knowing the problem by conducting various surveys.
After knowing problem customer service solves issue and make customer happy.
 Sales and Marketing:
It is the only department which sell the goods and services to consumer in
market. Marketing team helps in providing proper information about the needs and wants
of customers. Marketing department is reaching target audience and motivate them to
buy their product it does not sell any product this only starts the process. Sales team
actually sells the product and services with help of marketing department. The process of
sales includes customer is part of monetary exchange for a commodity. Cadbury use this
for increase sales in long term.
 Distribution and Marketing:
Distribution department is department which helps in making a product or service
available for consumer easily (MAYER, 2011). As distribution is one of the element of
marketing mix so it plays the very important role in firm. By cooperation with
distribution channel and marketing, enterprise can make highest level of costumer
satisfaction.
M1. Roles and responsibility of marketing function
Marketing refers to the flow of goods and services from manufacturer to the end user that
fulfil the demand of customer in an efficient manner. Marketing manager has to perform several
functions to provide quality services to customers in order to provide satisfaction which includes

pricing, distribution network, promotion, Marketing Information System, Market research and
Finance (Mihart, 2012). Cadbury invest huge capital over promotional activities to increase
product awareness using information about product and services that is gathered through market
research and also manage data to formulate long term policies to deliver better services.
Company also promote their product through retailer by motivating them with attractive
incentives, as they are the persons who are in direct contact with customer.
M2 Significance of interrelationship between marketing and other functional units
Operations of marketing department are interlinked with other functional units like
Human-resource-management, Research & development, Finance, Production and Sales
department of an organisation. Communication among these sections are essential to achieve
organisational goals and for smooth running of business activities. Co-ordination between HR
and marketing department help an organisation to recruit the employees with required skills that
can help in generating sale and satisfy customers that will maximize the profit and market value
of Cadbury. Better communication with Finance department help marketing manager to develop
an budget that help in reducing the expenses so that functions are performed as per the financial
capacity of the firm and that company can achieve maximum benefit at minimum cost.
D1. Interrelationship between key elements of functional department:
According to (Nguyen and Simkin, 2012), it is summarised that interrelationship among
marketing and other functional department is very beneficial for organisation to identifying
wants of consumers and meet their demands. There should be proper communication between
different department which leads to better functioning and improvement in performance. This
also helps in earn more profit with satisfying customers needs and desire. As overall aim of firm
can only be achieved through coordination and team work among employees of various
departments. Human resource department is closely linked with marketing sector as HR recruit
candidate which is suitable for marketing function. Research and development section is helpful
in developing new and innovative product for attracting customer this leads to increase in sales
and maximise its profit.

TASK 2
P3 Compare the marketing mix of two different organisation:-
Marketing mix refers to the combination of various marketing tool that can be used to
influence the purchasing decision of the consumer. This includes 7P's that used by Cadbury
which help in strengthening the Brand image of its product or services. Following table shows
the marketing mix tools of Cadbury in comparison with Nestle
Elements Cadbury Nestle
Product Cadbury manufacture and sell
confectionery products. It
deals in products like bars,
cakes and biscuits, drinks and
ice creams & desserts. In its
chocolates or bar segments it
has brands like Five star,Dairy
milk, Bournville, Perk, eclairs
etc.
Nestle is an food and drink
company. Its products are
divided into four segments like
beverages, instant food, milk
& milk product and chocolates
(Moore, 2014). It includes
products like baby food, water,
breakfast cereals, coffee & tea,
dairy products, Ice creams,
frozen foods, chocolates and
snacks.
Price Cadbury uses differential
pricing strategy i.e. it sets price
of product like Oreo at high as
it provide high quality and also
requires constant marketing to
stay on top. It also has some
low priced products like perk,
five star and eclairs that gives
the taste of Cadbury at lower
price.
Nestle uses prices skimming
strategy to grab the maximum
of market share. In this
strategy it first launched its
quality product in market with
relatively high price and with
the entrant of substitute it
started lowering its price over
its offerings.
Place The distribution channel of
Cadbury is very wide. It
Nestle distribute its product
through a channel of

follows same process as used
by FMCG industry that is
breaking the bulk
(Ogunmokun and Tang,
2012). Its chocolate is
manufactured in England and
then are distributed across the
world, after that these bulk are
broken down and send from
C&F agents to distributors and
then to retailer that sell it to
customers. It present in 200
countries.
intermediaries that includes
manufacturer, C&F agents,
distributors, retailers,
consumer. As Cadbury has
strong positioning it becomes
more difficult for nestle to
convert the retailer to sell
nestle chocolates instead of
Cadbury. This can be done
only through promotions.
Promotion Cadbury uses various
promotional strategies to
increase the brand awareness
of the product like
advertisements, sales
promotion, publicity etc.
Cadbury mainly uses TV
commercials to promote their
products and also uses brand
extension by adding flavour to
their product.
Nestle follows Advertisements
and sales promotion as the
major tool for promoting their
products. Company provides
various offers to attract their
customers for instance it
provide discount over their
products on occasional basis.
People Peoples play significant role in
maintaining the positive brand
image as various
intermediaries promote the
products and deliver to end
consumer. Cadbury target the
Nestle manages its human
resource by providing them
attractive incentives, trade
discounts to their distributors
and retailer to promote and sell
its product (Pike, 2015). Its

young people and children
mainly but it also offers the
product to old people, it
position its brand Dairy Milk
for all age group.
main target is children to
whom they offer products like
flavoured milk, chocolates,
maggie etc. and youngsters to
provide products like coffee,
flavoured milk etc.
Process It use to record all the methods
and processes use to sell
product and whether the
service provided are helpful or
not and the point where it need
improvement.
Nestle uses various technology
to process its product for better
quality. It also uses vending
machine to serve coffee to
their customer with more ease.
Physical evidence Cadbury provide various
incentives to their retailers for
adding extra effort to display
their products in stores like
they use pamphlets, brochures
that provide information about
various product and uses
window display, price list of
product to attract the attention
of customer toward the
products.
Nestle continuously maintain
and review the customer data
and display its products market
share along with its product
chart to attract the attention of
the customer. It also use
attractive packaging material
to grab attention while
customer movement in stores.
M3. Different tactics used by Cadbury to achieve its objectives:
Marketing manager uses various tactics to achieve organisational goal which includes
managing cash flow, incentivise staff, training management, provide useful & actionable
feedback, setting employees goals and financing efficiency through technology. The objective to
set employees goals is to make their actions toward contributing overall organisational goal.

Another tactic which must be followed by Cadbury to attain object is incentivise staff which
means increase staff morale by providing them incentives and rewards for better performance.
This helps in maintaining staff retention and also boost employee confidence. It also provide
attractive offers to their customers for various occasions by providing discounts, coupons and
other schemes.
D2. Use of 7P's to achieve marketing objectives of Cadbury
Marketing mix refers to the combined use of various elements that are under the control
of marketer to pursue customers for purchasing of product and services (Papasolomou and
Melanthiou, 2012). Cadbury uses various elements of marketing mix in their strategic planning
to achieve marketing objective. Following are the marketing mix elements used by Cadbury:
 Product – Cadbury keep on innovating their offers by adding flavours to their chocolates
& bars or through brand extension by introducing new product in market.
 Price – Company maintain its customer base by keeping their price reasonable along with
the high quality in their offering.
 Place – It uses wide distribution channel to provide products on time and also offer
attractive bonuses to their intermediaries to deliver valuable services.
 Promotion- Cadbury uses TV commercials as their main source of promotion to attract
customers.
 People- It retain its employees by providing them incentives and promotions as per their
performances.
 Process – Company use to track the various process to identify the improvements
required in products.
 Physical evidence – It uses window display as their strongest evidence to capture the
attention of visitors.
TASK 3
P4. Producing and evaluating a basic marketing plan
Marketing department formulate market plan which include future objectives, goals,
activities, resources needed, time limit, budget, etc. This provides appropriate information related

to future goals and time in which employees and marketers have to perform their activities in
order to achieve goals of company. Marketers analyse their internal and external environment
that provides information related to company's strength, weakness, threat and opportunities. With
this, managers can plan their future activities and operate accordingly to ensure maximum profits
and revenue to the company (Scarborough, 2016). Cadbury is one of the finest confectionery
company and managers develop their plans in order to maintain their position and growth in
global market. For developing marketing plan company go through several steps they are as
follows
 Company's background
Cadbury is a multinational confectionery company established in 1824. It was
headquartered in Birmingham, United Kingdom. It is second largest company and
operates in more than 50 countries across the world. They are selling different varieties
of confectionery products like chocolates, Crème Egg, beverages, Easter, ice creams,
spreads, etc.
 Vision, mission and objective of company:
Vision: It represents the goal which company wants to achieve in future. Vision
statement of Cadbury Company is “Working together to create brands people love”.
This statement helps in communicating the purpose and value of company.
Mission: This statement reflects primary objectives and their main purposes. Mission of
Cadbury is “Cadbury means quality”. Company has established great reputation in the
market and that is made due to quality of products they provide. They believes in
continuous improvement and by this they reflect that, they are committed towards their
promise.
 Objectives:
Their main aim is to become world's largest and biggest confectionery company.
They have been giving tough competition to other industries operating in similar
business.
 STP :-
STP refers to Segmentation, Targeting and positioning of product. It is an
marketing strategy that help Cadbury to divide the whole market into sub group of
potential customers so that they can target their marketing efforts to those segments that

requires attention and can position the product in the market segment as per the demand
of the customer (Srivastava, 2014).
Segmentation:- Segmentation refers to the process of dividing the consumers on the basis
of their characteristics into segments or parts that are actionable, accessible, definable
and have growth potentials. Cadbury segment its market in psychological segments on
the basis of size of bars(small blocks, large blocks), Geographical (rural, urban,semi
urban), behavioural (consumption and gifting).
Target:- Target refers to the group of existing or potential customer on which business
has decided to aim its promotional and marketing efforts. Earlier, Cadbury's target market
includes children between the age of 4 to 16, now it has stretched its target to infinite age
group.
Positioning:- Positioning is an marketing strategy that outlines what an marketing
manager must do to market its product to its customer and this is done by the use of
marketing mix elements. Cadbury position itself as “ Delivering recipes for life's upbeat
occasions” that means Cadbury Dairy milks are offered by company to celebrate every
occasion.
 SWOT Analysis of Cadbury
STRENGTH WEAKNESS
 They have strong brands in product
portfolio, such as dairy milk,
Bournvita, Oreo, five stars, etc.
 Cadbury has strong brand loyalty
 It uses market penetration strategy in
which company offers high quality
products at reasonable price.
 It is the second largest confectionery
company because it has high brand
equity and customer loyalty
 Few controversies related to advertising
worms, etc. which made international
news.
 Low penetration in rural markets.
 Due to high sugar content, people
suffer from diabetes, cholesterol
disorders, etc.
OPPORTUNITIES THREAT
 Can penetrate in rural markets.  Inflation can cause reduction in sales of

 Can come up with new tastes and
flavours.
 Diversification into product ranges.
company.
 Health conscious people decrease the
intake of chocolates,
 Increase in the rate of raw material.
 Marketing budget :-
Cadbury creates its budget to calculate amount to be required to financing its
operations regarding promotions and positioning of its product and services without any
delay or outstanding expenses.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year
4th
year 5th year
Initial money 8000 5000 10000 12000 18000
Investment 18000 25000 35000 18000
Total 8000 23000 35000 47000 36000
Marketing outlay
Promotion 8000 9000 9000 10000 3000
sales publicity 2000 4000 3000 2000 2000

Direct selling 4000 5000 2000 4000 4000
Total 14000 18000 14000 16000 9000
Monitoring and control :-
This is the last step of marketing plan which includes various control measures that must
be used by marketing manager after implementing marketing strategies in order to control
planned activities.
Plan are the milestones toward the success of business and are need to be managed so that gaps
between the planned and actual performance can be identified and removed.
M4. Marketing plan for Cadbury:
Marketing plan is a activity that included in accomplishing marketing objectives within
specific time. It starts by developing different kind of strategies such as STP and SWOT analysis
that provide direction to achieve organisational objective. SWOT analysis helps in identifying
internal and external factors which helps in achieving competitive advantage (Zirkle, 2014). It
also evaluate the threats present in external environment so that marketing manager can
formulate strategy to deal with these issues and convert it into opportunities. STP is marketing
strategy used to divide customers into segments so that they can target their marketing efforts
towards these segments as per demand of potential users and can position the product as solution
of consumer's problems.
CONCLUSION
As per the above given project, it can be concluded that marketing plays very essential
role in promoting the product and services to potential customers. All the components of
marketing should be applied properly as it helps in effective functioning of organisation. Manger
have to use promotional tools that attract the customer to buy a product. For Cadbury it is very
necessary to evaluate SWOT analysis and STP to understand about internal and external factors

for smooth running of organisation. There should be proper communication between
management and employees for better functioning in the firm.