Marketing Essentials: Roles and Responsibilities, Marketing Mix, and Basic Marketing Plan

This presentation provides an overview of marketing essentials, including the roles and responsibilities of marketing, the marketing mix, and the creation of a basic marketing plan. The case of Cadbury is used as an example throughout the presentation. Learn about the importance of marketing in business and how it contributes to growth and profitability.

Marketing
Essentials

INTRODUCTION
• Marketing is an essential part of business entity and all
business depend on concepts of marketing for assuring
development, growth and productivity in business. It includes
understanding of demand of customers, marketplace, building
profitability relation, supply good quality product among their
customers. Awareness of marketing essential is very important
in current market scenario throughout the world. The chosen
company in this report is Cadbury and it was founded by John
Cadbury in 1824. It is the worlds largest confectionery
organisations. They manufacture , market and distribute
branded chocolate, confectionery, and beverages across 180
countries. In this report essential of marketing is discussed in
context of Cadbury

Roles and responsibilities of
Marketing function
• Marketing is an effective business function that is execute
by an organization to aware potential consumers about
their products as well as services. It is a tool of
management that encourage buyers to purchase the
goods offered by a company. It is a wider term which
includes all the activities undertake by an organization in
order to advertise and promote their products .
• Marketing strategies and plans that are being applied by
Cadbury are very effective and unique. They are
executing STP strategy in order to remain ahead in
competition.

• Consumer oriented: It is highly consumer oriented activity.
Main aim to advertise and promote a product is to influence
and garb the attention of end users. Marketing team of
company is formulating customer centric strategy so that they
get an edge in competitive environment.
• Dynamic process: It is dynamic process as there is no
predefine ways to attract buyers and sale a product. It is
creative function that should be modified as per the
requirement as well as trend of market. Marketing strategy of
selected company is dynamic and creative.

important roles and responsibilities of marketing is relate to the wider
organisational context.
• Marketing and HR : Main function of human resource
department is to appoint and hire qualified candidates within
company. Along with that they manages all policies and
procedures within company. Marketing department promote
vacant job post in market place which is assist by HR manger
to hire best and suitable candidate for that vacant
position(Mishra and Modi, 2016). In context of Cadbury both
HR and marketing department maintain effective relation with
each other for maximizing productivity and profitability in
order to accomplish organisational objective.

• Marketing and finance : It is examine that finance department
plays a vital role in each company. They manages all
investment, cash outwards and cash inwards and keep record
of all transactions. In context of Cadbury, when a marketing
department needs fund for promoting advertisement of their
new product that time they need to involve finance department
to investing money in promotion. For that it is important to
maintain coordination among finance and marketing
department for enhancing growth and development of
company.

• Production and marketing: Production refers to converting
raw material into finished goods. Main purpose of making
department is to analysis the need and demands of customers in
marketplace. In relevance to Cadbury organisation, they
identifies consumers trends and wants and then production
department will follow that trends to manufactured goods for
satisfying needs of buyers.
• Marketing and sales: In current competitive marketplace it is
essential to increase sales ratio of company. For this managers
of company need to retain their potential customers by
supplying them good quality products according to their
preferences and demands. In context of Cadbury, marketing
department of company identifies the needs and demands of
consumers before giving them products.

marketing mix between a two different businesses
• Marketing Mix is a strategy or a tool which is used by marketer
to promote their brand and establish it in marketplace. In
context of present scenario, Cadbury and Nestle is chosen as the
base company in order to conduct an effective comparison on
the basis of marketing mix(Cascio and Graham, 2016).
• Product- Cadbury In product category not only chocolates but
other products also like desert and beverages. There are lot of
company products like eclairs, dairy milk, five stars, Fruit and
nut, and Perks. Cadbury is a well-known brand belongs to
beverages sector and offer product in various categories such as
chocolate, biscuits, milk additives etc. NestleThere are variety
of products not only chocolates and beverages but it is a
provide a healthy food for customers. For example, Ceralac it
is baby product and full of nutrient and also serve energy drink
for a working officials.

• Price- Pricing is a important component of marketing mix it
helps todetermine costing of product. Price also affected sale
and profitability of company. Cadbury product price according
to its quality. For example like Bournville price is
high(Chaffey and Smith, 2017). Nestle price strategy are
different because there product are less expensive as company.
It is vary often to see that price variation according to product
sized. For example Maggi is only available in market at
costing Rs. 5 only and 16 pieces find in Maggie packet. Nestle
price strategy are different because there product are less
expensive as company. It is vary often to see that price
variation according to product sized.
•

• Place- Cadbury have strong distribution channel. It is a one
of leading company across globe and products are available all
over world and carter to huge customer segment. It's impact on
business profitability also increase revenue . In contrast of
relevance firm, Maggi and Nescafe are two products of entity
which a greater demand in market so used European
distribution channel. .
• Promotion- Various kind of tag-lines is used different product
range of cadbury like “ Kuch Meta Ho Jai”. Entity promote
their product with help of their famous personality to make
impression in mind of customers. NESTLE use various method
to promote their brands billboards, newspapers, TV
commercials, posters etc.

• People- Cadbury recruitment those people who are fully
trained and capable for doing particular job. It is included
Sales representative and Customer service assistant.
Employees recruitment within NESTLE used to support of
growth strategy of particular product. Main objective of firm
higher those individual have Potential to easily handle
particular job.
• Process- Each and every company has possessed own process.
It is included Function, Activities, Technology and Task.
Cadbury used a advance technology for manufacturing
product. In context of Nestle, there are smooth processing
manufacturing of product and work is handle by a management
team..

• Physical Evidence- Physical evidence refers to everything
your customer see and interacting with your business. It
includes Packaging, Branding Layout or Interior design.
Cadbury have a great physical evidence in the numbers of
returning visitors, customers feedback.
• In consider of Nestle, It is global company so know about
there customers accordingly creating evidence connectivity. It
has been setting up coffee corners with their logo of Nescafe in
vending machines.

basic marketing plan
• Company Overview-
• Cadbury, a second largest confectionery company across the world. It
was founded by John Cadbury in 1824. They distributed their products widely
and sold in many countries .It has biggest supply chain of brand like Cadbury,
Halls, Bubblicious, Bassett etc. Some of Cadbury products are bars, desserts,
ice cream, beverages, cookies, biscuits, etc.
• Mission &Vision
• Mission ideas focus on present as what is happening in market
whereas vision focuses on future that what organisation want to become. Main
objective of company is to supply a good quality products to their
consumers(Bailey, Albassami and Al-Meshal, 2016).
• Marketing objectives
• To provide full satisfaction to their consumers by offering sugar & chemical
free products.
• To enhance sales ratio by 35% while launching new product.
• To attracts ample number of buyers by providing good quality of products.

• STP Approach:
• When it comes to marketing plan and strategies, that
time STP approach helps organisation in order to give a path
for execution of plans, activities & to identity the position of
firm. This methods is mainly used by researcher for conducting
marketing strategies in a proper manner. STP stands for
segmentation,Targeting and Positioning which means to
segment potential consumers of different sectors, target
capable buyers along with positing services at
marketplace(Verma and Singh, 2017).

• Segmentation- it is a methods of subdividing markets into
small segment which bears similar needs and behave in same
way. It is carried out on the basis of geographic, behavioural,
demographic and geographic. For instance Cadbury temptation
are meant for those who are wiling to pay more or prefer dark
chocolate. Segmentation of entire market for Cadbury
Bournville is done on these three elements:
• Behavioural- Quality services, medium usage rate,
occasionally.
• Demographical- age 12-18 years, 18-30 years.
• Psycho graphic- Socio economic classes A1,A2,
B1,B2,C,D,E1,E2

• Targetting- After segmentation,targetting of potential
consumers comes in which capable and potential consumers
are targeted on the basis of demographics. In context of
Cadbury bournville, it is meant for those who loves chocolates.
They aims 12-30 years old section A segment.
• Positioning- It refers to image of brand in market. It depends
on perception of consumers for a product. It differentiation
company who offers same product and competition in market.
Buyers always attracts towards creativity, innovations and
those product who have good image in marketplace(Deepak
and Jeyakumar, 2019). Cadbury have good image in
marketplace and posses a good position for those who are
looking for international taste of chocolate.

• Evaluation of marketing plan:
• Sales analysis- It is a technique used to measure data of
performance and progress of sale within organisation. So that it will
become easy for company to identify weaker section, problems and
reason of errors and many more.
• Advantages-
• Consumer branding- organisation always try to take
feedback from their non costumers in order to make changes
according to them. Hence company will be able to analyse that what
people thinks about their products(Vereecke and et.al., 2018).
• Disadvantage-
• Technical knowledge- Sales analysis is done by those people
who have great experience and technical knowledge related to that
filed.

CONCLUSION
• From above report it can be concluded that marketing
department plays a vital role in every organisation in order to
pull in ample number of consumers. This report successfully
depicts the role and responsibilities of marketing &
interrelation of other department. Moreover it compares two
organisation for better understanding of marketing mix. At the
end of report marketing plan of chosen company was
performed.

REFERENCE
Books & Journal
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research
Overview. Routledge.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global
Business Accounting and Finance Review, 2(1).
Chernev, A., 2019. Strategic Marketing Management-The Framework.
Cerebellum Press.
Stewart, D.W. and Gugel, C.T. eds., 2016. Accountable marketing: Linking
marketing actions to financial performance. Routledge.
Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder
wealth: The role of marketing capability. Journal of Marketing. 80(1). pp.26-46.
Thomas, D.R., Chappell, S.F. and Bright, D.S., 2020. Classroom as
Organization. Edward Elgar Publishing.
Cascio, W.F. and Graham, B.Z., 2016. New strategic role for HR: Leading the
employer-branding process. Organization Management Journal. 13(4). pp.182-
192.