Roles and responsibilities of marketing manager

Marketing Plan 7 CONCLUSION 10 REFERENCES 11 INTRODUCTION Marketing is a process by which a company promotes its products through the channel of advertising to increase its sales. Roles and responsibilities of marketing manager Concept of marketing It is a concept in which a company analyse the needs and demands of consumer. The manager of CADBURY promote its product to increase its profit margins through various marketing processes which are as discussed below: Production Concept: In this concept, consumers buy only those products which are in-

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing manager.................................................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
P3. Marketing mix of CADBURY..............................................................................................5
TASK 3............................................................................................................................................7
P4. Marketing Plan......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a process by which a company promotes its products through the channel of
advertising to increase its sales. It also involves benefits and values which an organisation
creates for its consumers. It helps in maintaining relationships and coordination between
employees and company. The main aim of marketing is to satisfy its consumers by delivering
good quality products to its consumers in affordable rates (Baines, Fill and Page, 2013). The
growth of market is based upon marketing. This report is executed in the context of CADBURY
which is a British multinational company owned by Mondelez International. The company is
famous for dairy milk chocolate, the crème egg and many more confectionery products. This
company is founded in 1824 in UK by John CADBURY. This report also includes concept of
marketing and different processes of market. The roles and responsibilities of manager is also
been discussed in this assignment.
TASK 1
P1. Roles and responsibilities of marketing manager
Concept of marketing
It is a concept in which a company analyse the needs and demands of consumer. It is a
fact through which a firm maintains its relation and coordination with its clients at marketplace.
Through this process, consumer know about the various varieties of products in market. In order
to increase sale, it is essential for a company to do promotions of their related products. In this,
current and future trends of marketing is based on business requirements. Current trend includes,
mobile marketing, online performance marketing, etc. and on the other hand future trend
includes, chatbots, new apps, etc. It also adopt this concept of marketing in order to introduce its
products among its consumers at marketplace. Along with this, there are some future trends such
as 4Es which stands for Engagement, Experience, Exclusivity, Emotion can be used by company
to promote products. The manager of CADBURY promote its product to increase its profit
margins through various marketing processes which are as discussed below:
 Production Concept: In this concept, consumers buy only those products which are in-
expensive and easily available (Clow and James, 2013). In this regard, the manager of
CADBURY should focus on effectiveness and improvements of product distribution
along with consumers demands.
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 Selling concept: This concept is based on promotion of products in market. The
consumers will buy only those product which are introduced by the company at market
place. So, the manager of CADBURY should also focus on promotion of its product to
increase sale.
 Marketing concept: The main focus of this concept is on wants of target markets and to
deliver better quality products than competitors (Rossi, Allenby and McCulloch, 2012).
Further, the manager of CADBURY should also focus on this concept to make their
brand strong and to attract its consumers towards its products.
 Product concept: In this concept, the manager of CADBURY should focuses on quality,
Performance and innovative features of product to attract its consumers towards its
product.
 Social marketing: In this concept, the manager of CADBURY should looks after the
needs and wants of consumer along with improvements in future quality of products.
Overview of different marketing process:
It is a strategy plan which the firm implements to satisfy consumer needs, wants and
beat its competitors at market place as well. It is a process by which a firm can increase its
profits margins by selling its product in market. In addition to this, the manager of CADBURY
designs the strategies to build profitable relationships with its consumer. In marketing process,
the geographic and demographic segmentation plays an essential role. It is important for the
company to focus on segmentation of distribution of products where consumer can easily
approachable. Thus, marketing process also influences on distribution and promotion channels in
order to increase brand image. There are some types of marketing process which are as discussed
below:
 Analysis of opportunities in market: This is the first process in which company
analyses consumers demand and opportunities at market place. Then process of
production takes place in CADBURY.
 Selection of target markets: In this company segments its consumers according to needs
and preferences. After analyses opportunities, company selects their markets which are
they have to sell their products. They target their markets to increase their sales turnover.
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 Development of marketing mix: This concept cover four 4Ps of marketing mix and they
are product, price, promotion and place. According to this, company manufactures and
sell its product to consumers.
 Management of marketing efforts: This is the last and important factor of marketing
process. In this, CADBURY promote and advertise their products in market through
planning, implementation and control. This helps them to increase their sales and profits.
Roles and responsibilities of a marketing manager:
In every organization, manager plays an essential role in order to meet with company
goals. It is the duty of every manager to manage and help organization to run in effective way.
So it is also important for the manager of CADBURY to perform its role and responsibilities in
an efficient manner to achieve objectives.
Roles
 Informational roles: It is the duty and requirement of all managers to perform
informational roles (Cavusgil and et. al., 2014). The managers also play role of
disseminators when they supply information to employees and subordinates within an
organization. They also provide factual information with interpretations to outsiders for
their benefits.
 Decisional roles: In this, the manager performs four types of roles such as an
entrepreneur, Resource locator, Negotiator, Disturbance handler. According to these, the
manager of CADBURY looks after improvements of organizational performance. They
also take coercive actions in response to unforeseen issues (Brassington and Pettitt,
2013). They also monitors and assigns the allocation of human and monetary resources.
Responsibilities
 Training: It is the responsibility of a manager to provide training session to its
employees to achieve set goals in allotted time frame. Manager of CADBURY identifies
and provide training to its employees on the basis of their individual requirements which
helps them to perform well.
 Daily operations: It is the duty of the manager of CADBURY to focus on daily
operations of organization and help employees in their resolving issues Manager of
company monitors daily operations to analyze whether employees are functioning their
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activities properly or not within an organization. By this CADBURY can easlily
minimizes their wastage of products and maximizes their profitability.
Roles and responsibilities of marketing
 Planning: In concept of marketing, planning plays an important part in achieving
organization goals. It is essential for company to make proper planning of product they
are going to sell in market. They should also make plans about which market they have to
target for selling their goods.
 Research: This also an another important role and responsibility or marketing which they
have to perform. Before introduce or sell any product in market it is important for
CADBURY to do research about consumers demands and preference. This will be easy
for them to produce products and increase their sales.
Business environment and impact of external environment
Business environment refers to all internal and external factors which influence
operations and functions of company. It includes, employees, consumers, management, supply
and demand, etc. In this regard, there are some impact of external environment on CADBURY
are as follows:
 Competitors: The company have a great impact on its operations by its competitors. It is
important for company to know their competitors very well. They should produce
products more better form their rivals which lead them to attract more consumers towards
their company.
 Consumers demand: The another important factor which can affect business is demand
of consumers. The manager of CADBURY should focus on needs and demands of its
services users and produce products according to them. This will help them to overcome
with this factor and increase their sales.
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context
Interrelation of marketing with different functional departments:
Marketing is an essential part for every organization in order to increase sales revenue. It
is very important to analyze how marketing departments correlates with other department of an
organization. In respect to CADBURY company marketing department function consistently
with respect to other department of an organization like finance department, human resource
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department and many more. Interrelation of marketing with other functional departments ar
explained below:
Marketing and Finance: Marketing department of CADBURY company have a direct
relationship with finance department. This department provide funds to marketing section which
helps them to promote their products and led to consumers attraction towards resources. .
(Lipsman And et. al., 2012). In addition to this, they manage the overall budgetary section of the
company so that company achieve maximum profit by incurring minimum cost.
Marketing and Human resource: The major responsibility of human resource
department is to select the right person at appropriate time and for accurate place.. So it can be
said that its the duty of HR of the CADBURY company to select the best fit candidate for
marketing department, who can easily influence and attract customers for their products and
services. Thus it will result in increase in sales revenue for the company.
Marketing and Sales: The major responsibility of sales department of CADBURY
company is to increase the company sales revenue and profit margin level (Durmaz, 2011). Thus,
it is not possible without the help of marketing department as they are the only one who helps the
sales department by advertising and promoting their products brand and services in the market.
Marketing and Production: Its the responsibility of marketing department to analyze
and interpret the changes in the needs and preferences of the customers. So, accordingly
production department will produce their products and services in order to satisfy and retain their
customers. It is not possible for the production department to carry out their activities without the
help of marketing department.
The value and importance of marketing roles:
Marketing helps in reaching the right product at the right time at the right place. It has its
own importance as it helps in raising the living standard of the customers by providing them
products and services as per their needs and preferences. Additionally,half of the population are
connected with marketing, as it helps in generating employment service by providing wide range
of job opportunities. The core basis which helps the marketing to be successful is the creativity
and innovation of new ideas and opportunities which helps in promoting and developing
marketing department of CADBURY. In order to achieve successful economic growth,
marketing sector plays a vital role . In simple language, it can be said that if marketing is well
organized taking into consideration Eco-friendly environment then it will directly helps in
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achieving economic stability. So overall it can be concluded that marketing roles plays a
important aspects in developing economic stability of the nation.
Conclusion regarding interrelationship between different departments:
Interrelationship of each department plays a important role in accomplishing CADBURY
company aims and objectives. If there is not a proper communication among each department
then it can become a hurdle in the achievement of CADBURY company goal (Jones and
Rowley, 2011). Thus it will indirectly effect the brand image of the company. Increase in
efficiency and productivity of each products and services will only take place if there doesn't
exist any bridge and conflict among each members of different department. Additionally it will
also lead to increase in the level of high performance which indirectly result in generating high
profit margin for the company in future.
TASK 2
P3. Marketing mix of CADBURY.
It is a set of tactics, used by an organisation to promote their brand items and products in
the market place. It helps in creating an efficient marketing strategy. The main aim of this
strategy is to allure customers to buy company's products (Understanding the Marketing Mix
Concept – 4Ps, 2014). In this context, CADBURY use this tool to increase their market presence
by taking care of the taste, choice and preferences of its consumers. For measuring their level of
performance in business scenario, CADBURY is performing market mix in comparison to
Nestle.
Basis CADBURY Nestle
Product As a global leader, CADBURY
amounts to a wide range of products.
The popularity of product types
mainly depends upon the seasons.
They are pioneer in selling standard
products along with products based
according to festive seasons. Their
main products are CADBURY dairy
Nestle has a strong product line which
indirectly helps in boosting up the
marketing mix strategy. Additionally,
this company focuses on adopting the
packaging of some of its products so
as to ensure consumers of all ages can
use their products without any
difficulty which is known as inclusive
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milk, five star, Oreo, fruit sundae,
bournvita, bougainvillea, caramel
etc. Market growth of the company is
increasing at a continuous rate.
design.
Price Products are priced in accordance
with their quality. Some products
like perk, eclairs are priced less to
target wide market range where as
bougainvillea is priced high to fulfil
needs. CADBURY follows
skimming pricing strategy to serve
its product in market.
They fix up the price in competition
with the CADBURY. As well as offer
some quantity discount in order to
retain and attract more number of
customers. NESTLE follows
penetration pricing strategy to attract
its consumers towards its new
products and services.
Place CADBURY is produced at the
factory which is situated in
Birmingham. Then, after undergoing
all the quality check up the product it
is transported to stockrooms (Mihart,
2012). Finally the CADBURY sell
its product at shops which deals with
beverages and confectionery
example, superstore, corner shop and
many more.
Nestle follow the FMCG strategy in
order to distribute their products to the
customers. Either through direct
selling to final consumer or through
third party( retailer, distributors and
C&F agent). Mainly, the company
operates its business in Vevey,
Switzerland and in more than 80
countries.
Promotion CADBURY promotes its products
using different types of medium like
television, posters and print media.
This company decide promotion on
the basis of the nature of products
and promotional budget cost.
Nescafe tune which was launched at
least 2 decades back has brought the
Nescafe strongly in the market. As
successful promotion techniques helps
in building long term relationship.
This company uses four main
promotion mix strategy like:
Advertising, personal selling, Sales
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promotion and public relation (Baker
and Magnini, 2016).
People Company takes into consideration
the needs and preferences of their
employees and customers. As they
are the only one who help in building
up the company brand image in the
market.
Nestle company gives their employees
appropriate training so that they can
produce products according to the
taste and preferences of the consumers
which helps in boosting up of sales
revenue.
process CADBURY company follows
standardized process with a view
point to earn maximum profit by
incurring minimum cost.
Nestle company follows environment
friendly process taking into
consideration consumers health and
preferences and accordingly produce
products like nestle milk.
Physical
evidence
CADBURY company follows good
packaging system so as to perceive
more number of customers in the
market (Pappas, 2017).
Nestle company offer attractive outlet
so that there products can easily catch
up to the eyes of customers.
Additionally they focus on providing
hygienic environment to their
customers so that they get influence
by their service. This will helps in
generating more revenue for the
company.
TASK 3
P4. Marketing Plan
It is a process of overall business plan. This plan is used by the company to launch its
product in the market. In this regard, the manager of CADBURY uses this plan to sale and
promote its product in market as it provides guidelines to improvement in performance of
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organization. Thus, with the assistance of this plan, company can easily acquire their future
opportunities at market place.
Executive summary
Marketing plan is based on CADBURY, which is helpful for company to promote its new
products. This plan includes, overview of the company, vision, mission, marketing objectives,
STP, swot analysis of CADBURY, marketing budgets, monitoring and control. Therefore, with
the help of this plan manager can easily attain its goals and objectives.
Overview of the company
CADBURY is a UK based company which is founded by John CADBURY in 1824. This
company is popular for chocolates such as dairy milk and various confectionery items. It is
known as a second largest confectionery brand in the world which operates its business in more
than 50 countries. It also has a variety of drinking products such as bournvita which attracts kids
as well. This company provide and supply its products in different sections of country. There are
approximately 71257 number of employees which are performing in company. In context of
marketing, CADBURY has also used so many tools in order to launch and promotes its product
widely by giving advertisements and posting on social networking sites (Desai, 2013). These
tools are proved beneficial for the company to increase revenue and sales.
Vision: The vision of CADBURY is to become values led and performance driven organization.
Mission: The mission of CADBURY is to improve more in performance and quality of products.
Marketing objective
 To produce chocolate bar with less calories and fat to increase sales by 25% within 2 to 3
months.
 To increase market share by 30% in upcoming year.
STP: It stands for three processes of marketing plan such as, Segmentation, Targeting,
Positioning. It is a broad framework that simplifies the process of market segmentation. This
process is beneficial for the company to know and understanding the needs and wants of
consumers. It also involves the channel of sale that suits customer habits (Khan and Adil, 2013).
In context of CADBURY, the company uses this method in order to know and analyses
marketing strategies. Mainly, STP focuses on commercial effectiveness and selects most
valuable divisions for business.
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 Segmentation: It is the process of dividing the broad market in subset consumers. This
process helps CADBURY in manufacturing products according to its consumers tastes
and is done on the basis of caste, religion, gender, etc.
Geographic: It refers to understand the needs and tastes of groups of people which resides in
urban and rural areas.
Psycho-graphic: It involves the interests, personality, values, lifestyle, etc and living standards
of people of different class such as, middle and upper class.
Behavioral: It refers to the individuals on the basis of their behavior, status and personalty.
Demographic: It includes the group of people on the basis of their income and occupation.
Occupation involves, professionals, students, employees and income involves average, above
and high earners.
 Targeting: In this, the manager of CADBURY target its consumers to sell its product. In
order to provide best products company expand its outlets according to the taste and
demands of consumers (Mueller And et. al., 2015).
 Positioning: This is the final stage of STP marketing process. It is beneficial for
company to know its position at marketplace, so this process is helpful for company to
identify the perspective of its product and services.
SWOT analysis of CADBURY
Strength Weakness
 Reputed and well known brand in the
market.
 Uses strong marketing and distribution
channel.
 Positive perception of customers
towards the CADBURY brand name.
 First most weakness is lack of
penetration in rural market.
 Half of the population suffers from
cholesterol disorder and diabetes.
 Sales tend to be seasonal.
Opportunities Threats
 One of the opportunities can be during
occasion and festival they can increase
their sales revenue.
 Increasing acceptance of
 New brands are entering in order to
give stiff competition (Amul &Nestle).
 No loyalty towards brand in the
chocolate market.
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Globalization.
 Beside this, they also provide sugar
free candies and low calorie products.
 Heavy advertising expenses.
Marketing budgets
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 15000 20000 5000 10000 30000
Investment 10000 20000 15000 5000 15000
Total 25000 40000 20000 15000 45000
Marketing outlay 1000 1000 500 1200 1000
Promotion 500 1000 500 1200 600
Sales publicity 1200 1000 500 2000 500
Direct selling 1000 500 1000 1000 500
Total 3700 3500 2500 5400 2600
Monitoring and control:
This function is an essential part of marketing department which need to be identified by
the manager of CADBURY company from time to time. This will help the manager to interpret
the outcome whether the company is working as per the marketing plan or not (KAUR, 2015).
Additionally, it helps in analyzing whether there is any availability of future opportunities or not.
Moreover it help the manager to identify whether there is any requirement of improvement in
effectiveness of marketing strategy or not. This will help the company in accomplishing the aims
and objectives of company on predetermined period.
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CONCLUSION
From the above report, it has been analysed that marketing plays an essential role in order
to promote products and increase revenue. The role and responsibilities of manager in
organisation also plays a crucial role in order to achieve set goals and in maintaining
coordination between employees and firm. It is important to use various marketing strategies to
run an organisation effectively. Along with this, the tool of marketing mix also plays a vital role
for smooth working. These plans and strategies are very helpful in improving the overall
performance of organisation.
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REFERENCES
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Online
Understanding the Marketing Mix Concept – 4Ps. 2014. [Online]. Available
through:<https://www.cleverism.com/understanding-marketing-mix-concept-4ps/>.
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