Marketing Essentials and Applications

This assignment delves into the core concepts of marketing, examining key aspects such as the seven functions of marketing, PESTLE analysis, and SWOT analysis. Using Cadbury as a case study, students will apply these concepts to understand its market position, strengths, weaknesses, opportunities, and threats. The assignment also includes references to various scholarly articles and online resources, providing a comprehensive overview of contemporary marketing practices.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context....................6
M1 Analysing roles and responsibilities of marketing...............................................................9
M2 Significance of interrelationship between marketing and other functions ..........................9
D1 Critically analyse key elements of Marketing functions.......................................................9
TASK 2............................................................................................................................................9
P3 Comparison of marketing mix of two organisations..............................................................9
M3 Evaluation of different tactics applied by companies to achieve the objectives of business
...................................................................................................................................................12
TASK 3..........................................................................................................................................12
P4 Marketing Plan of Cadbury..................................................................................................12
M4 Evidence based marketing plan .........................................................................................14
D2 Strategic marketing plan that tactically applies 7p's...........................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is considered as a very important factor in the business organisation as all the
activities which is conducted in the company is related to marketing only. It plays a very
important role in making the company successful in market. The functions which are performed
in a marketing department are like advertisement, promotions, sales etc. The marketing managers
of the company is required to make sure that all the activities are being conducted in an effective
manner and they get to know about the needs and demands of the customers as well. It also acts
as a medium because of which company can retain their customers for longer period of time.
Therefore, every company needs a good marketing professional so that all the marketing
activities are done properly ((Baker and et. al., 2016). The company which is referred here is
Cadbury. It is a big confectionery company who are making various products like chocolates
etc. It is been working since 1824 and is still the most loved brand among the youth and
children. This report will discuss about the roles and functions performed by marketing
department in the company, its relationship with the other departments as well. Also, there will
be a comparison done between Cadbury and its competitor and finally a marketing plan will be
created by marketing manager of the company.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing can be defined as a function in which activities related to buying and selling of
goods and services takes place. It is very effective for the companies in generating value from
the customers as it will help them in getting attracted towards the company for a longer period of
time. Through marketing, the managers of the company can get connected with the customers
very closely and can get to know about them in a proper manner as well. For this they make of
various types of marketing tools as through this all the work will be done properly. This
department is also performing the work of making marketing strategies which will be
implemented in the company and in the market as well so as to gather more no. of customers.
This activity leads to gaining competitive advantage in the market place as well (Bastable, 2016).
So, it can be said that marketing department is the one through which company will be able
develop their profits as well as sales.
Cadbury is a big brand so the strategies which will be prepared by their marketing
department is also required to be extremely effective as then only they will be abler to deal with
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large no. of customers. They are having their own policies and programmes because of which
they are able to manage their customers in a proper manner (Berkowitz, 2016). Since they are
into production of chocolates, biscuits and drinks so they can promote all of their products in the
market by making use of marketing. The Importance of marketing in Cadbury is as follows :-
 Marketing department is playing a very important role in achieving the competitive
advantage in the market as they try to provide only good quality products to their
customers.
 They are also helping in gathering all the necessary information about the customers and
the market like what is trending and what should be produced and what should not.
 It also plays the role of researcher as they are doing various kinds of research in the
market so as to analyse the needs and demands of the customers.
 It also helps the organization in facing all the unsafe situations in the company.
If structure of marketing department will be discussed then it can be said that it is
different in all the companies as they are prepared as per the goals and objectives of the company
(Brychkov and et. al., 2017). It is a very important department for every company as it helps the
management in knowing how the customers are reacting towards their products or what are the
position of the employees of the company as well. Since Cadbury is a big brand so the
organisational structure made by them will also be big in size. The organisational structure
followed by them can be like:-
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Illustration 1: Organisation Structure
(Source: Organisation Structur,2018)
The benefits of using a marketing structure are:-
 It is playing an efficient role in determining the role of staff members in an effective
manner.
 Because of this, monitoring and evaluating of the business activities are done by the
managers very easily.
 Through this structure , it gets clear that which person has to report to whom.
Roles and responsibilities that are applied by marketing department of Cadbury are as follows:-
 Gathering information from market - It is pone of the most important role which is
required to be performed by the marketing department of every company (Cabrera and
Williams, 2014). They are required to collect all those relevantr infornation from the
market which can help the company in producing more effective products. Here, various
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types of market research is being done by the marketing managers so as to know the get
correct information and thus it will help in achieving goals and objectives of the
company as well.
 Making market plans – This is the basic role which is required to be performed by the
marketing team when the company will start ots operations. It is necessary that the plans
should be effective because otherwise company might face difficulties on achieving the
goals and objectives. If planning will be done effectively then all the problems which
might come in the company in the future.
 Customer Services – It is very important for every company to take care of their
customers because they are the main source because of which company will be able to
achieve growth and development in the market. Since marketing team deals with the
customers very closely so they understand very well all the issues that are being faced by
the customers so they play this role as well in which they try to solve all the issues of the
clients.
 Communication – It is very essential for the companies to have good and effective
communication with the employees and customers and this work is done by the
marketing department where they try to communicate with the people in the market and
know about their likes and dislikes.
 Managing Relationships – Since marketing department is connected with each and every
department in the company so they get to interact with them more often. They try to
make the relationships better for the employees so that they can work together without
any issues (Griffitts, 2016).
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing department is considered as one of the most important department in the
company as the activities which they perform is related with the whole company and is effective
as well. It is having their connection with all the other departments of the company as their work
is also interrelated. Through marketing, Cadbury can introduce their products in large market
share as well. But conducting the marketing process in an effective manner always is not easy
and lots of strategies and policies are required to be made by them for ensuring that activities are
being conducted effectively (Hoeffler, Herzenstein and Ginzburg, 2015).
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So, this responsibility is being given to the managers of the company to make good
policies for the company so that all the departments can work together in an effective manner. In
relation to marketing, there is needed to evaluate the value, quality, price and quality of a
product. So, manager of the marketing department is required to make sure that all the functions
of the company is conducted in an effective manner so as to receive competitive benefits for long
duration of time. There are certain type of relationship which is shared by marketing department
with all the other departments of the company. It can be described as under :-
 Marketing and Finance - Both marketing and Finance department is having a strong
relation with each other . Their work operations are so connected with each other that if
one will not do their work then the other one will be not be able to do it. There are so
many activities which is conducted by the marketing department and one of them is
dealing wth people in the market. If the company will need any kid of sponsorship then
marketing team, will only be able to get it as they are having good relations with the
people in the marketing. In finance department as well, the activities which is conducted
are like portfolios management, capital budgeting and to do these kind of work
marketing team will help them.
 Marketing and Human resource – Human resource department is also one of the most
department without which no operations can be conducted in the company. There are so
many activities which is performed by HR department but in this they will als need help
of marketing team. The activities are like recruitment and selection, training and
development etc. the managers of the company is required to make sure that all the
actions are being performed in a proper manner. HR department helps them in getting
correct employees who are capable enough to do all the operations in an effective
manner. It will also help them in achieving good skills (Hoffman and Turley, 2015).
 Marketing and Operational & Production department : It can be said that the
marketing department is having a direct connection with the production and operations
department. It can be said that if marketing department will not be tell about the
information they gathered about the public then the production department will not be
able to conduct their operations in an effective manner. From the research done,
production people will get the idea that what kind of goods is being liked by the
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customers and what should they produce. They both have to make sure that they do their
work within time otherwise every activity will get affected (Karasar and Öztürk, 2014).
 Marketing and Research-and-development department : Research-and-development
can be termed as that department in which all the research part of the company is being
carried out. They are also having their connection with the marketing department as they
help them in conducting the research on the customers so as to know their needs and
wants . They also provide help in knowing their market position in the market and also
the perceptions of buyers and sellers. Therefore, it is required that management should
take care of this department and ensure that they are not getting any kind of distraction
from the work done in the companies. Cadbury is also having such department which is
working in a very effective and it can be said because company is performing really well
in the market.
 Marketing and Informational Technology: There are so many activities which is being
conducted by the IT department and marketing department together. The people who are
working in It department are required to have all the knowledge related to the techniques
are normally used in an organisation. The marketing managers should help them in
keeping all the necessary information in a safe manner so that if company wants to use it
in future then they can get it easily. In Cadbury, the management is having full
information about the work done by the employees their performance and the strategies.
IT people can help them developing a software with the help of which all the reviews can
be taken easily.
 Marketing and Customer Service Department : There is a close relation between
customer service department and marketing department. The latter department will help
them in knowing about the reactions, issues of the customer. They also help them in
knowing about the needs and demands of the customers (Kennedy and Parsons, 2014).
Many times it is observed that consumers are having some kind of issues but they don't
know whom to convey it to. To solve such issues, marketing department comes in.
Marketing team will do survey and then give all such information to customer service
department and thus all the issues can be solved.
The Role played by marketing in B2B and B2C market are as follows :-
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Source B2B Marketing B2C Marketing
Decision making It is difficult It is Easy
Focus Its focus is on managing the
relationship and leading the
generation.
It is having their focus on
Brand Development
Orientation It is production oriented It is Relationship oriented
M1 Analysing roles and responsibilities of marketing
There are various types of roles and responsibilities which are being conducted by the
marketing department of Cadbury. Through this, they will be able to conduct all the processes
and strategies of the company in an effective manner (Lane, 2016). They are also performing the
work of a researchers through which they are collecting all the necessary information.
M2 Significance of interrelationship between marketing and other functions
It is very crucial for the company to interrelate marketing activities with all the other
departments of the company as it will only be beneficial for them and no error will arise out of
it. By taking this step, the work of the company will get simpler and they will be able to achieve
their goals and objectives in an effective manner.
D1 Critically analyse key elements of Marketing functions
As per the views of Mittal(2014), the factors which are included in marketing helps them
in performing their work in an effective manner and achieving the goals and objectives of the
organisation as well. By these elements they will be able to gain more and more customers from
the market since their brand image will be enhanced in a better manner.
TASK 2
P3 Comparison of marketing mix of two organisations
Marketing mix can be defined as an important tool which is very helpful for the company
in dealing the strategies which will be implemented in the market. These are implemented
through different plans of action and all those products which are formed here are assessed in a
proper manner like through their pricing , place of selling, promotions etc.
Cadbury is also making use of this strategies for ensuring that the right product is
available with the right customers and at the right place as well. Earlier it was known that
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marketing mix is having only 4 elements but now it has been updated and there are now 7P's in
marketing mix. Here, a comparison will be done between 7P's of Cadbury with 7P's of Nestle.
This will be helpful in knowing what is good for them and what is not (Mueller and et. al., 2015).
The comparison is as follows:-
The service marketing mix of Cadbury are as follows: Product -The object which is being formed by the company is called as the products and
it is generally being sold to the customers. It is normally prepared as per the needs and
demands of the customers present in the market. Cadbury is having various kinds of
products which they are offering to normal public. Their goods are prepared as per the
choices of the customers and thus knowing the local demand id very necessary. The
products served by them are- Dairy milk chocolates, 5 star, Perk, Temptation etc. Price- It can be defined as the cost with which the product will be sold in the market.
These values are pre decided by the management of the company on the basis of quality
of product they are giving and then cost they incurred while producing it. It can be said
that Cadbury is keeping correct prices for their products as it is affordable by everyone. It
is also one factor which helped the company in making a strong position in the market. Place – It defines the location in which the product and services will be given by the
company. It is very much essential for every company to choose a correct market for
selling their products as then only the customers will be able to reach them and take their
services. The locations can be near malls, highways etc. Promotion – It is an activity which is required to be conducted by every company so as
to make their product famous in the market . Cadbury is having various kinds of
promotional schemes which they are applying so as to attract more and more customers.
They take helps of various kinds of occasions like In Rakhi they promote in a different
manner in India and in other festivals as well. People – These are the ones who are behind successful creation of the products. They are
very important resource for their company (Pappas, 2017). Since Cadbury is a big
company so their work is being carried out in big industries and lots of people are
involved in carrying out this activity. Processes – It can be defined as the method through which goods and services are being
prepared. Now-r-days, people are taking very much interest in knowing the method of
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preparing the products . So, Cadbury has allowed people and researchers to visit their
kitchen and inspect that the method is correct or not ( Bhalerao and Kamble, 2015).
 Physical evidence – It includes the environment present inside the place where the
product is being sold. Cadbury is not having their personalised stores but is being
available in all types of stores.
Service Marketing Mix of NESTLE are: Product – The products which they are selling is being liked by customers a lot and that
is why this company is giving tough competition to the other companies in the market.
They are producing various kinds of products like Kit Kat, Munch, Milky bar, Polo
power Mint etc. All of them are loved by customers in an equal manner. Price – The prices of the products of Nestle's products is very effective as it is afforded
by the people of the respective countries. This has helped them in making the brand name
of the company in the market. They have kept different prices for different categories of
the products. Place – Since Nestle is a big brand so they are having a big distribution system through
which they supply their products to as many stores as they can. People can find the
products of Nestle in every other store. Through this they are getting connected with the
customers in a proper manner. Promotion - Since NESTLE is a big name so the promotional activities is not much used
by them. But once a new product which is launched by them in the market is advertised
after that it gets famous through word of moth publicity itself. Process- Nestle is also following the same procedure of producing goods like Cadbury as
they are also having their own factories where the production work is being carried out.
But their taste makes them different from Cadbury. People - Nestle is also having so many people behind their success and they are only
working in the factories to produce goods and services as per the needs and demands of
the customers (Daniel, 2011).
 Physical evidence – Their products are being wrapped under a proper paper and is then
sold to the customers. They are not having their own stores but their products are
available at every other stores.
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M3 Evaluation of different tactics applied by companies to achieve the objectives of business
Since it is known that there are various types of plans which is prepared by the companies
for achieving the goals and objectives of the organisation effectively. It is essential that these
plans of action should be implemented in an effective manner and make sure that they
communicate with each other effectively (Horcher, 2011). In this, strategic planning, budgeting
and ongoing monitoring of specific performance is also measured.
TASK 3
P4 Marketing Plan of Cadbury
A marketing plan can be defined as the document in which all the activities which will be
conducted by the company during the whole process will be included. It is made out of the
strategies that are being implemented by the company for improving the activities done by the
company. It also performs the role of a road map where the employees gets to know what they
have to do in the company.
Introduction of company:
Cadbury is a British Multinational confectionery company which is owned by Kraft
foods. It is also considered as second largest confectionery company in the world. Its
headquarters are present in West London and is having their operations in more than 50
countries. They are famous for their products like Dairy Milk Chocolates, creame eggs, roses etc.
VISION AND MISSION OF CADBURY:
Vision of Cadbury: “Working together to create brand people love”.
It means that the management will work as a team through which they will try to create a brand
which will be loved by the customers.
Mission 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”.
It says that it is a brand which only supply quality products and they will do it always as they
believe it a promise. They will produce goods and services as per the needs and demands of the
customers and maintaining its quality as well (Hsu, 2011).
SWOT Analysis of company :
It is very important for the marketing managers to evaluate the strengths and weaknesses
of the company as it will help them in knowing where there is need for improvement:
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STRENGTHS WEAKNESSES
 They are considered as the world
leaders in Chocolates and are having
best selling and distribution as well.
 They have created many powerful sub-
brands like Dairy milk, bournvita etc.
 The customers of Cadbury is very
much brand loyal as they do not shift to
any other brand.
 Rural distribution is low as a major
market India have more than parts of
rural areas.
 Many times it get determine that
company image get impacted many
many cases like cockroaches and
rodents found in chocolates.
OPPORTUNITIES THREATS
 They can tap into new markets like
Rural markets where it is not easily
available.
 Since people all around the world are
having different taste so they can
introduce their products in various
other tastes as well.
 With the development of cost of
transportation, distribution cost as well.
Thus the cost of product will also
increase.
 Now-r-days people have become more
health conscious and they are not
preferring to eat such sweet things so it
is a kind of threat.
Target market:
Cadbury is using demographic segmentation strategy for deciding the target market for its
customers. The major targets of Cadbury are children, youth and young family members
Marketing Budget :
A marketing budget is a statement which prepared by the company to analyse the
elements which will be used in the project along with its cost. It is very essential for management
to prepare this because through this only they will be able to do their operation in the company in
an effective manner (Lock, 2014). In Cadbury also, their managers made a budget in which all
the essential elements were included. This is shown as follows :-
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 14600 16200 25000 18000
Investment 22500 16800 18000 16200
Total 55000 37100 33000 44000 43200
Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
Total 18200 14700 12700 16000 16900
Available balance 31800 22400 20300 28000 26300
Monitoring and controlling
M4 Evidence based marketing plan
The marketing plan prepared by Cadbury is a good plan as the objectives which they
have made is effective. They have brought a new product in the market and at the initial level
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they are selling it at low cost only. A Formal budget is also performed by the marketing team in
which all the elements related to the plan is prepared.
D2 Strategic marketing plan that tactically applies 7p's
While making the plan for Cadbury, 7P's of marketing is included. It is very helpful for
the company in deciding that which product will be sold by the market and at what price. It is an
effective and most essential step conducted by the company. Through this they will be able to
gain competitive advantages in the market as well.
CONCLUSION
From the above report, it can be concluded that marketing is a very big concept which is
required to be implemented in all the companies in a proper manner. It has the power to do all
the operations of the company alone. Therefore, it is the duty of the HR managers to make sure
that they recruit effective and efficient people in the marketing team so that they can perform in a
proper manner in the company. There are various types of policies and programmes which are
being formed by the marketing manager of the company so as to ensure that all the activities are
being performed in a proper manner. In this report various types of roles and responsibilities
performed by the marketing department is included and also their interrelationship with various
other departments is discussed. After that a comparison was done between the marketing mix of
Cadbury and Nestle. Finally, a marketing plan is also prepared here.
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