Roles of Marketing Function and Interrelation with Other Departments | Desklib

This document discusses the roles of marketing function in creating awareness and attracting customers towards an organization's offerings. It also explores the interrelation of marketing with other departments such as HR, research & development, and finance. The document further provides insights into the marketing mix of two rivals and presents a marketing plan for Cadbury. | Desklib

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. Roles of marketing function.............................................................................................1
P2 Interrelation of marketing with other departments............................................................2
P3. Marketing Mix of 2 rivals................................................................................................3
P4. Marketing Plan for Cadbury.............................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a process in which exchange of goods and services along with any other
commodity is done in exchange of money. This is one of the most important aspects for
organisation through which entity can deliver the services and goods in marketplace in an
effective manner and can attract customers towards organisation. Effective marketing practices
also aid organisation to maximize consumer attraction and enhance their loyalty towards product
and services. In this technology and social media play a significant role through which company
can strengthen their marketing expects in organisational workplace structure. Present report has
been conducted on Cadbury. Company operate their services as a British multinational
confidentiality company and was founded in the year 1824. Entity offer wide range of product
and services in different segment to customers. In this report formative discussion has been made
on roles of marketing function along with interrelation of marketing with other departments. In
addition to this report include marketing mix and marketing plan related to product development
and business expansion.
P1. Roles of marketing function
Effective marketing practices lead an entity to create significant awareness related to the
product and services among customers and further persuade their purchasing behaviour towards
organizational offering. In context with Cadbury there is different type of marketing function
which is defined below:
Development of Marketing Campaign:
Development of marketing campaign effectively aid in organisation to demonstrate their
product. In this it is essential for an entity to take advantage of different type of marketing
strategies in order to conduct marketing campaigns as to make public aware about organisational
offerings. With the help of efficient marketing campaigns company can maximize sale of their
services and products and can further ensure maximum share holding in respective industrial
sector. It has been identified that Cadbury under take advantage of marketing campaigns on
order to attract large base of population in different segments of market.
Recognition of needs and demands of consumers:
Human resource acts as one of the most important segment of an organisation as they are
the major source of revenue generation. In this Cadbury allot different type of roles and
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responsibilities to their employees as to effectively analyse demands and need of customers in
effective manner as to accomplish organisational objectives. By recognising customers needs
entity can effectively able to satisfy as per according to their perceptions.
Effective CRM:
Consumer relationship management is a systematic approach in which organisation
manage their interaction with potential consumers. In this Cadbury undertake advantage of
different type of strategic plan and use data analysis as to evaluate consumer history as to make
significant improvement in business relationship with consumers. It further helps company to
enhance that profitability in marketplace.
P2 Interrelation of marketing with other departments
It has been identified that marketing department is one of the essential functional unit in
any organisation despite of their size. In this entity is required to effectively demonstrate aware
customers related to the goods and services that company offer. For this process marketing
department hold most important responsibility in order to attract consumers influence and further
encourage them to buy company products and services. In addition to this it has been identified
that this department also ensure effective relationship customers through marketing. It has been
identified that marketing department have relationship with other units in entity and conduct
their functions in a coordinating manner as to fulfil organisational goals and objectives.
Mentioned below interrelationship of marketing department with other department is define:
Marketing with Human resource:
HR department mainly engaged in the functions of recruiting potential, skilled and
talented employees for organisation in order to fit them in different job roles in entity. Human
resource department have effective relationship with marketing and it benefit marketing
department by providing them potential candidates through which respective unit conduct
marketing activities related to sales and promotion in best effective manner. While on the other
hand it has been identified that marketing department aid human resource department by
providing them information related to qualification that are required to hire employees for
marketing department. With the help of this interrelation both of the units aim towards
maximizing organisational profitability at great extent.
Marketing with Research & Development:
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Marketing and research department acts as important departmental unit within
organisation. As it has been identified that research and development provide marketing
department with the essential information and data in market place through which marketing
department conduct their activities related to promotion, selling and target particular market
segment in order to directly connect with consumers. While on the other hand marketing
department aid research and development unit of Cadbury by providing them information related
to a specific segment in which are any department can conduct their research activities as to gain
important information for company higher profitability.
Marketing with finance:
Finance Department is significant part of an organisation as this unit provide funds and
formulate budget for different unit through which all the department effectively conduct their
activities. Finance Department benefits market unit of Cadbury by providing them efficient
budget through which they conduct the activities related to campaigning, product testing, sales
promotion and more. If it is seen in context with marketing this unit provide accurate data and
report related to overall selling and distribution activities through which Finance Department
benefits themselves to formulate future budget in order to increase sales and revenue of Cadbury.
P3. Marketing Mix of 2 rivals
Marketing mix is a tool which is used by an organization to promote, to create
awareness and to sell their product as well as services within the market place. It is mixture of
seven elements. Cadbury is one of the most famous entities of Britain. The company is famous
for providing best qualities of chocolate products in market. On the other hand, NESTLE is a
Swiss multinational food processing conglomerate corporation which is headquartered in Vevey,
Vaud, Switzerland. Elements of marketing mix of Cadbury and Nestle are explained as follows:
Basis Cadbury Nestle
Product It refers to the goods and services,
company provides to their customers in
order to achieve organization’s goal.
Company introduced products only after
analyzing the demand of their target
Nestle has two important product which
offers a high monetary benefits to this
company are Nescafe and Maggie. Other
subsidiary products of this are dairy
products, chocolates, beverages, chilled
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market. Cadbury is multinational
company it provides various products to
their customers. It includes, chocolates,
candies, begs, boxes rolls, desserts, ice
cream, etc.
and frozen foods. With the effect of
globalization and technologies changes
the company also introduced new
products to their customer.
Price It is an amount at which company
provides products to their customer. Price
of the product determined by the
company after including all the
manufacturing and promotional cost
incurred in producing the product. Price
is essential part of marketing mix .The
rate of the product is not so high that
customers can not efforts to purchase
them. The amount of price must be
something which satisfied both the
customer as well as the company. Prices
of Cadbury are high because they provide
high quality of product to their customer.
Prices of Oreo and beverages are high.
Prices of parks, five stars, are low
compare to other products of Cadbury.
Further, the price of five stars is moderate
according to consumers’ perception.
Nestle offers their product at affordable
price with comparison to their rivalry so
that they can attract the customers. Some
of the product of nestle offers a
skimmed price as higher than the
competitors. They provide higher quality
of their product at higher price. The
good will of company is very good it
doesn’t affect price hike.
Place It is the market area of companies where
they sell their products to their
customers. The brand value of Cadbury is
very high thus the range of their target
market is very wide. Cadbury started
their business in London now the range
Nestle has a largest distribution channel
all over the world. Products of nestle is
easily accessible all across the world.
Product of nestle are easily obtained at
retail shops, small shop in village,
supermarket etc. This helps to generate a
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of Cadbury is cross Asian And American
market. This helps it to reach in global
market in very effective manner.
huge customer base with profitable
margin. Distribution of their product is
available in urban and rural areas. Apart
from this nestle had become partners
with various online retailers and also
offers distribution channel through
online market.
Promotio
ns
It is the marketing strategies which are
used to attract target market customers of
any company. Promotional strategies is
depends on the financial net worth of any
company. Promotional strategies are the
essential elements of marketing mix.
Organization's success depends on how
well they promote their products in
market. The net worth and brand value of
Cadbury is high thus they use various
strong promotional strategies to attract
their consumers. They use
advertisements, online survey, and use
telecommunication sources to promote
their products. Each product has different
tag line of Cadbury products which
attracts their customers.
It plays a vital role in marketing the
product of nestle. This brand uses BTL,
ATL and digital marketing strategies to
promote their product at global level.
Mostly it uses BTL promotion which
includes vernacular communication. The
main motive of vernacular
communication is to do promotion in
local language so that customer gets
attracted from ground level. Promotion
is mainly done via TV, radio, hoardings,
prints and by online platform etc. This
helps nestle to rule over 200 countries
with their product.
Physical
Evidences
It includes all the material and tangible
items which are available at the place
where buyer purchases products and
services of the company. Attracting
tangible materiel influences consumers to
buy products. Cadbury invest large
Nestle had designed a attractive Packing
for their products to look attractive.
Customers also get fascinated with the
wrapping of products. It also provides
different shapes of chocolates available
in the market which attract customer at
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amount of finance on physical evidence
in order to attract their customers.
very large scale.
Process It includes designing and adding new
features into a product. Demands of
customers are changes with time thus it is
essential for company to implement and
add new features to maintain the
satisfaction level of their customers.
Cadbury implement new ideas and
introduced products with new designs
and flavours in order to attract their
customers.
Nestle makes use of technological
process in order to make its functioning
smoother so that chances of wastage can
be reduced in appropriate manner. Here,
the main focus of the manager of
NESTLE is to develop strict policies
related to the polices as in case if any of
the person do not follows the rules then
they would get punished towards the
same. Along with this, the respective
manager of the company also
emphasizes on allocating resources to
each of its department according to their
core requirements in appropriate manner
which further supports them in the
completion of the work in rightful
manner.
People These are one of the most essential
elements of marketing mix Company
provides service in order to satisfying
needs and wants of their customers. The
success of any product is totally
depending on how well they attract
people to buy their products and services.
Cadbury is one of the most reliable
companies which provide satisfaction to
their customers.
NESTLE considers its employees as
well as customers as the main people.
Here, the company provides value to its
customers by simply offering them
higher quality of product and quick
services to them. On the other hand, the
company also ensures to provide best
facilities to its employees so that they
can get better organizational
environment and could freely work their
without any problem.
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P4. Marketing Plan for Cadbury
Marketing Plan can be referred to as the written documentation of strategies that are
adopted by an organisation with a view to inflate the revenues as well as profits in the long run.
This is a plan which provides assistance to a corporation in launching a new product or
establishing a rapport with the customers. In this relation, the marketing plan for Cadbury is
presented beneath:-
Executive summary: Cadbury has proposed to come up with a new product which is
sugar free chocolate. This will provide aid to them in capturing the attention of diabetic
customers. In accordance with this, company is executing a marketing plan.
Overview of the company: Cadbury is the 2nd biggest multinational confectionery
company, owned by Mondelez international. This organisation is engaged in provision of
chocolates, choco bars, cookies, and many other items.
Vision: “To become the top confectionery company across the globe.”
Mission: “To provide high quality offerings to customers for their long term retention.”
Objectives: “To increase the sales of the company by 18.5% by the end of 6 months
through new product launch”.
SWOT Analysis:
Strengths Weaknesses
 Cadbury has a strong brand value
across the globe providing assisting
to it in gaining a competitive
advantage.
 The product range of this company is
highly liked by people, exhibiting
extreme loyalty towards the
organisation.
 Over the course of time, their
promotional campaigns and plans
have been effective and strong
enough in capturing the attention of
 The major weakness faced by this
organisation is lack of investment in
Research & Development to gain
knowledge of the needs and
preferences of the customers at
market place.
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people across the world.
 It has a strong distribution channel
providing aid to the entity in
constantly increasing its reach in
market.
Opportunities Threats
 The constantly increasing number of
diabetes and obese patients tend to
act as a major opportunity for the
new product range of Cadbury.
 Their product range is quite popular
and trusted which creates opportunity
for the firm to gain the same attention
for its new sugar free product range.
 The threat of rivalry is always
prevailing for the company due to
the presence of large number of
alternatives in the market place.
 At present, several companies offer
sugar free products which pose risk
to the new sugar free range
introduced by Cadbury.
Strategies:
Segmentation Cadbury will do segmentation of the market place in accordance with
demographics as well as behaviour. This includes aspects such as age,
income group and consumer attitude. This implies that Cadbury would
select people who belong to age group of 22 to 45 years and possess
likelihood towards the chocolate consumption.
Targeting Sugar free products f Cadbury will target those individuals are suffering
from diabetes.
Positioning In relation to the new product range, Cadbury is doing positioning by
way of making use of promotional tools and techniques such as broadcast
media, print media, sponsorships and guerrilla marketing.
Action plan: Action plan can be referred to as the documentation of steps undertaken for
the fulfilment of specific objectives. In this relation, one of the most important aspects of this is
the preparation of budget in accordance with which all the activities are executed by Cadbury.
The marketing budget for the sugar free chocolates being launched by Cadbury is:-
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PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 9000 11500 16000
Borrowings 8500 7500 8000
Retained Earning 4500 8000 11000
TOTAL 22000 27000 35000
MARKETING OUTLAY
Promotional expenses 6000 9000 11500
Publicity 5000 9500 11500
Distribution expenditure 4000 10500 7000
TOTAL 15000 30000 30000
Control and monitoring: The control and monitoring of this plan would be done by way
of two techniques named Benchmarking as well as KPI. This will provide assistance to the
corporation in analysing if it has been able to fulfil the objective which was set at the beginning
of the marketing plan of Cadbury for new product launch.
CONCLUSION
On the basis of overall discussion made in the above section, it has been concluded that
marketing is defined as the effective practice which helps company in accomplishing their
business objectives in quicker manner. The main motive of this department is to enhance
awareness of the customers about organizational products and services which further leads to
accomplishment of organizational sales targets. Along with this, it has been later analyzed that
several business departments are interrelated with one another. The positive relation shared by
these businesses simply helps them out in attaining organizational objectives in quicker manner.
Also, the appropriate uses of marketing plan simply support company in planning and executing
its business activities according to their core business type. It also supports businesses in
enhancing their command over the customers in appropriate format which ultimately maximizes
their profitability in the quicker manner.
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