Roles and Responsibilities of Marketing Functions

This document discusses the key roles and responsibilities of marketing functions in the context of Cadbury. It explores the importance of marketing mix and how it helps in achieving company objectives. The document also highlights the relationship between marketing and other departments within the organization.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................4
TASK 1..........................................................................................................................................................4
P1 Key roles and responsibilities of marketing functions........................................................................4
P2 Roles and responsibilities of marketing relate to wider organizational context..................................5
TASK 2..........................................................................................................................................................7
P3 Comparison between two organization by applying marketing mix for accomplish objectives..........7
TASK 3........................................................................................................................................................10
P4 Evaluation of basic marketing plan..................................................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Marketing is an important function incorporated by business organisation in which they
promote their goods and services and induce consumers to buy them. It is a broad concept that
involve buyer and seller interaction in market place. On the other hand, there are huge activities
that are performed in this that involve producing, manufacturing of ultimate goods so that it can
be delivered too final customers. All these functions are carried out by marketing manager of any
company in adequate manner so that aims and objectives can be fulfilled. The company which is
selected in this report is Cadbury, a confectionery brand and is famous for its chocolates all over
the world. The report will highlight the role and responsibilities played by the marketing
manager as well as importance of marketing mix aspect which play a vital role in the company.
On the other hand, the organisation have to lay down marketing plans in order to market their
products in effective and efficient manner.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing is a dynamic process that include interrelated various type of functions and roles that
main focus is to satisfy the final demands and requirements of the final customers in the market
place. Their only ultimate aim is to maintain healthy relationship with their consumers so that
they could be hold for longer period of time. It is the responsibility of marketing manager to
examine all the present conditions that is prevailing in the current market place and take decision
according to it (Baker and et. al., 2016). Similarly, marketing manager of Cadbury have to carry
out the important functions so that marketing process can be carried in effective manner and
vision and mission can be attained. There are some key roles and responsibilities of marketing
functions that is played in Cadbury are as follows:
 Research and development function: R&D department is consider building block of
Cadbury s they share significant role in marketing functions as they continuously study
the factors that are present in outside environment and take decision accordingly. There
are number of elements that affect the organisation in several ways hence, these have to
consider while carrying out the while work process. It is the duty of this department to
furnish roper and correct information to marketing department so that they could steps
while considering all these in proper format.
 Promotional Function: Promotional is an essential process in which company make
efforts to promote their products and services in order to induce customers to purchase
goods. Every orgsnaition aims to increase their sales so that final mission and vision
could be accomplished. There are number of ways that are available in the business
environment through which promotional functions can be done. Cadbury have proper
system that is set to promote their products through social and print media.
 Financing Function: funds are known as most essential and important resource so that it
can be allocated in proper places or activities (Mittal, 2014). There are number of options
through which business organisation can take financial aid and continue their business

activities. Therefore, marketing involve lot of finance as there are numerous activities
that are performed in this function. Cadbury have many alternatives though which they
can take financial help and run their company in successful manner.
 Marketing Information System (MIS): It is a important procedure in which full attention
is made on the consumer’s behavior so that proper decision could be taken place by the
management system (Bastable, 2016). This is a crucial function in marketing process as it
involve collection of important information about the conditions that are taking place in
market place and then inculcate into their department. Cadbury also adopt this system so
that proper examination of environment could be performed in adequate way so that their
objectives of creating sustainable image in customer’s mind can be achieved.
 Planning Function: Plans are initial step that involve sequence of steps and activities that
has to be performed in order to reach final and ultimate stage. Marketing manager have to
perform this function in proper format as all other activities are conducted in accordance
to it rules. Hence, it provide the framework and base so that all function could be
performed in proper way. For example, Cadbury have to introduce new products that is
Nutties therefore manager have to create plans in accordance to it. Plans are prepared in
order to provide frame work and base of all activities so that final and ultimate aims and
objectives could be achieved. All this helps in reaching vision and mission that has been
set by them.
P2 Roles and responsibilities of marketing relate to wider organizational context
Marketing involve number of interrelated activities that is conducted in order to satisfy
the final needs and demands of the customers. Consumers are the most important resource for
any of the company as because of them organisation produce goods and services so that they
remain satisfied and happy. The main role and responsibility is with marketing manager as he is
the one that carry out all the work process in effective manner and always work towards
achieving goals and vision of the company, similarly, marketing manager of Cadbury have to
perform all his task in conducive way and lead to establish sustainable image in customer’s
minds.
There are number of department that are present in single business organisation and have
different nature of work process that is conducted by them. All these division are interrelated
with each other have coordinate to achieve set targets of the company in particular time period
(Lane, 2016). Cadbury have proper organizational structure that allow every individual to follow
specific roles and responsibilities so that final results can be reached. Certain roles and
responsibilities of marketing in relation to other departments are discussed below:
Marketing and R&D department: research and development department always focuses
on examining the marketing condition that is prevailing outside and then take decision for the
company that is best suited for it. As Cadbury have to work in environment which is dynamic in
nature and keeps on changing therefore, it is necessary for them to perform environmental
scanning process so that all factors could be studied and correct steps must be taken. This helps
the marketing department to function in accordance to the order that has been given by this
department. It is very much necessary to work in coordination otherwise final results could not

be accomplished. Marketing department is totally depended on R&D as they work in accordance
o instructions that has been supplied by this department and helps them to reach final targets that
has been set up the management of the company.
Marketing and human resource department: human resource department of any company
deals with managing all employees and workers that are working in the company. Human
resource manager play a vital role in this regard as he is responsible for managing all the workers
in effective and efficient manner. he have to perform recruitment and selection program so that
potential and skillful employees can be selected for the company who can align their personal
objectives with organization’s aims and together work to reach final goals and aims. Marketing
team is also been selected by the HR manager according to some criteria that has been set by
them. Cadbury have proper system of selection so that strong team could be built (Berkowitz,
2016). There are specific skills and knowledge that must be present in individual so that they can
be prove to be effective resource for the company. Employees and workers are the most
important asset of any business organisation as they are the ones who carry work process and
allow the organisation to reach ultimate path for which they exist. Hence, human resource
department play a crucial role in Cadbury as there are large amount of employees that are
working there and have to be properly managed in order to take best of their efforts. Several
training and development programs are also been conducted in frequent times in order to
enhance the present skills and knowledge of the employees that they could work with high
efficient and productivity (Kennedy and Parsons, 2014).
Marketing and Finance department: Every business organisation require sufficient
amount of funds in order to carry out day to day business activities, hence funds are needed in
every area and activity. Finance manager have to provide proper attention to manage the funds in
efficient way so that it must be allocated in correct place. Similarly, marketing department also
require huge amount of funds to carry out several activities like promotional, communication,
delivery and many others. Therefore, it is very much necessary that both the departments work in
proper coordination so that there is no problems that can raise while carrying out work process. It
is very much essential that all finance must be allocated in key areas so that they could yield high
results in the form of profits and significant outcomes. Both these departments are consider
backbone of the business organisation and hence, have to be proper worked otherwise there are
number of negative consequences that could take place and lead to improper growth.
Marketing department and production: Production Section of any of the business
organisation deals in producing products and services in accordance to the demands and needs of
the company. Marketing department provide number of requirements that is prevailing in the
market place and instruct them to produce such goods and services (Karasar and Öztürk, 2014).
Hence, production department works with the instructions and information that has been
furnished by marketing section and helps them to acheive goals and targets in set period of time.
Marketing department and customer services: Every company perform after sales revives
to their customers in order to remove their complaints and grievances that may arise while
utilizing the products or goods of the company. Cadbury have proper set system of handling
customer’s complaints and any other issues and they them to solve in proper manner so that

potential client remain happy and could stay for longer period of time. It has been observed that
customers stay for longer period of time with that company which handle them with care either
by supplying them high quality products or which listens to their problems (Hoffman and Turley,
2015). Therefore, it is the vital role of marketing department to carefully examine all the issues
that is prevailing with the people and guide this department so that they can take proper steps to
remove such issues. Otherwise it can pose a hinder to the growth and image of the company
which is a negative aspect and their ultimate goals could be accomplished in proper tome period.
TASK 2
P3 Comparison between two organization by applying marketing mix for accomplish objectives
Business is such whose main aim is of attaining goals and objectives for which that need to be
get presented in market. Several tools and techniques which is available in the business
environment and this is very much needed concept which is somewhere adopted by the company
that does help them to carry out their marketing process in effective and efficient manner too.
Marketing mix is such which does help firm to work according to their collected information and
this is such which helps them to make a proper decision for the company. It is such that mainly
involve different 7p’s of marketing mix and moreover each and every element has some features
and characteristics adopted by entity (Brychkov and et. al., 2017).
Basically, CADBURY is that which is merely mostly consumed Brand by customer.
Even though the firm does enjoy the market share they have in the worldwide context. Therefore,
the core strength of company is that they have managed everything in better manner and thus
also has retained their customer too. Normally the Cadbury is that brand whose image is
effective in market can customer is having a mindset that they will only by those product whose
market image is better in market.
Cadbury do include the marketing mix element in their decision and strategies so that
they can perform in proper manner, even though Cadbury is having an cut throat competition
with Nestle whose market share is like Cadbury but not equal to it.
Marketing mix of Cadbury as:
Basis Cadbury Nestle
Product: Cadbury is having an
process of its different
things which is provided to
the ultimate customers are
known as product. It is a
tangible form product and
it is such which do meet
the customer needs and
wants in better manner in
consideration of money.
Nestle is such that has
considered as the major
competitor of Cadbury as
they also has an long depth
of their product and there
products are also of high
quality as well.

There is a depth in the
products of Cadbury and
they manage it in proper
manner and such thing
helps them to attain the
aims and objectives of
company.
Price This is something which
the customers pay to the
company for the product
they are consuming.
Basically, the factors
which are affecting such
concept is such as different
company whose economic
system is not good which
needs to define the value
system of money. Even
though company do set
their prices according to
the country as well.
Moreover product are also
available at right places
which can be consumed in
right way too.
Nestle product are not
expensive too and they are
easily affordable in market.
It is there that the company
is having an great
competition in market and
having an great
competition in market. So
it is there that they even
cannot charge high prices
because of high prices as
well.
Place This is something over
which they will market mix
is such that define the
target customer and such
thing will concentrate on
work process too. Cadbury
is that which also sure that
there product is available at
every shop or not.
Nestle is having a great
image and also share a
great thing. Nestle is
having an great pitfall that
there products are not
available at every store in
market in better manner.
Promotion It is such which do create
the awareness in the minds
of customer with
availability of product and
it is such which generate
the demand too. If the
company is having a better
promotion technique that
they did not need to have
another techniques to sell
their product in market.
Hence, the Cadbury is
As of Cadbury they did not
promote their product as
Cadbury do the company
just only enjoy the market
share they have and
provide quality products
and services to customer in
better way too (Mueller
and et. al., 2015).

having a great market
share.
People It is that which involve the
customer and the
employees who are
working in the
organization. Moreover,
management of firm is that
which needs to satisfy the
needs of employees which
do help in attainment of
company in right way too.
As they are responsible for
producing final product
and services to target
people.
Basically in Nestle there
are number of employees
are working and it became
needed to satisfy the needs
and wants of customer and
they are one who sell their
product and services to
direct customer as well.
Moreover, customer are
considered as the needed
part of company which
does help firm to attain
their objectives in great
manner.
Process It is that which do involve
the thing in sequence of
task which needs to be
followed by the business
while producing the
products in better way.
This is having an wider
context which do involve
the distribution channel
and this is also adopted by
the entity to supply the
goods to their people who
are present in market.
Nestle is such company
who needs to use various
machineries which does
help in producing the
quality product and
services in effective
manner. Various
collections of cocoa seeds,
fragmentation, winnowing
which is being classified
into two or more process.
Nestle is having their own
style process and product,
and it also create the proper
image in the customer
mind as they are being
awarded with process
system and the it is being
carried out in right context.
Physical Evidence It is such which do look for
the having an different
name, logo and sign as
symbol of every company
which make customer that
make easy for the customer
that make number of
competitors that are present
in market. Cadbury is
having a various symbol
which is among the
Nestle is having a unique
and having a creation of
presence in market. They
usually construct there
different logos at various
places in different coffee. It
is such which does help in
attracting the large number
of people in effective way.

audience and it is such with
number of options as well.
TASK 3
P4 Evaluation of basic marketing plan
Marketing plans is an important process which is developed by marketing manager of
every business organisation in which all sequence of activities are laid down that which function
has to be carried out in which time period and so on (Cabrera and Williams, 2014). Similarly,
Cadbury have to draft proper marketing plans before entering into the market place in order to
run some activities in effective way. These action swill help them to establish their sustainable
image for longer period of time. It carry some set steps that has to be formulated in efficient way,
it is described below:
Introduction of the company: Cadbury is a well-known brand in confectionery area and
have market share in large part of the world. It was firstly found out by John Cadbury in 1824
year and is under the full control of Mondelez International. It is among the second largest brand
and have significant amount of market share.
Mission statement 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”.
Vision statement of Cadbury: “Working together to create brand people love”
Cadbury have set objectives and aims that are described below:
 To deliver diverse variety of chocolates to the consumers that are present in market place.
 Continue improvements in the quality of chocolates that are present in the market place.
 To construct larger number of stores in the market area in order to increase their share at
significant level.
 Satisfying customers through providing them high quality products so that they remain
happy and contented.
SWOT analysis of the company is illustrated below: Company conduct SWOT analysis in
order to examine all the factors that are present in business environment. These elements
many hinder or foster the growth of the company hence, it is very much necessary to perform
this function in proper manner. It helps in analyzing strengths, weakness, opportunities and
threats of the company and could take the correct actions in time.
Strengths Weakness
 It is among the second well known
brand in confectionary and have
significant amount of market share
 There are number of conditions and
situations that have pose a huge
threat in front of the company, for

in approx. 200 countries that are
present in various parts of the world.
 There are number of famous
products like oreo, bournvita which
is famous among the people and is
preferred by them at significant
amount. The demand of these
products are very high which lead to
earning of significant amount of
profits to thee company.
 The quality of products is very high
and there is no problem or
complaints in regarding this aspect.
instance, there is presence of some
harmful substances like
cockroaches, rodents that have been
find out in the product. This results
into creation of negative impact on
the company.
 The quality of products must be ore
superior in relation to the present.
Opportunities Threats
 There are number of opportunities
that are present on the business
environment. The main opportunity
includes establishing in the key
areas that would yield them high
outcomes and profits.
 Another opportunity will include
enhancing the quality of existing
products in comparison to the
existing ones so that company could
enhance more with this aspect.
 There are several threats that are
faced by the company and hinder
their overall performce. One of it
include high transportation cost
which affect the overall company
cost structure.
 The major threat that is faced by the
company in todays’ world is about
change of customer’s preferences as
they are becoming health conscious
and are affecting their demands from
chocolates to fresh juices.
Target Market: It is very much important to figure out the focused group of people of the
company as it will help them to plan and carry out all work process to satisfy their needs and
demands. Cadbury have small children to whom they produce products as they love chocolates
very much. Therefore it is very much necessary to select particular group of people in the market
place and make efforts to satisfy their requirements in effective and efficient manner (Griffitts,
2016).
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 45000 13600 15200 21000 15000

Investment 21500 14000 17000 15300
Total 45000 35100 29200 38000 30300
Marketing
expenditures
Advertisement 10600 8000 7200 8000 7200
Sales promotion 3000 3000 5000 4000 7500
Direct marketing 6000 7000 4000 5000 3000
Total 19600 18000 16200 17000 17700
Available balance 25400 17100 13000 17000 12600
Monitoring and controlling step: this is consider last stage in market plan in which manager have
to evaluate the success of marketing plans whether it is yielding correct results and outcomes for
the company. It also help them to compare actual performance with the standard actions and find
out any deviations if it is present to take necessary steps to remove it. Apart from it, there are
certain tools and techniques adopted by the company to perform evaluation function in the
company. Cadbury have set system through which proper evaluation and monitoring procedure
can be conducted which is essential to gain final objectives and results (Hoeffler, Herzenstein,
and Ginzburg, 2015).

CONCLUSION
From the above prepared report it has been concluded that marketing is an essential function
that is performed in every business orgsnaition and is consider building block for the company. It
involve number of interrelated activities that has to be performed in parallel to each other. The
report have highlighted the case of Cadbury which is a well-established brand in confectionery.
Marketing manager play a vital role in this section as he have number of roles and
responsibilities that has t be fulfilled by him. On the other marketing department shares
conducive relation with other departments too that are present in single business orgsnaition that
are finance, production, human resource and many others. Manager also develops marketing
plans that is a framework which is designed to formulate number of sequence of activities that
has to be carried in order to induce potential customers in the market place to purchase the
products and services of the company. Hence, it is an important component that has to be
prepared with proper attentions so that final and ultimate aims could be accomplished in
effective and efficient manner. Thus, marketing is a broad concept that involve number of
aspects that has to be conducted..

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