Marketing Mix and Business Integration

This assignment delves into the concept of the marketing mix and its integration with various business activities. It examines how different elements of the marketing mix, such as product, price, promotion, and place, interact with other functional areas like logistics and information technology to influence consumer behavior. The assignment analyzes relevant academic literature and real-world examples to illustrate these concepts.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function.......................................................3
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2..........................................................................................................................................10
P3. Marketing mix in different business organisation..........................................................10
TASK 3..........................................................................................................................................14
P4. Developing a marketing plan.........................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is a process of developing a product which is able to meet the needs of
customers. It is helpful in promoting goods of business organisation so that audience can get
aware about their existence. It is supportive in building strong relationship and creating value to
the customers (Wirtz, 2012). Effective marketing strategy is a fundamental goal of every
company because it helps in increasing the sales and making higher profits for the business.
Cadbury is the chosen organisation in this present report which is a British multinational
confectionery company. There are different roles and responsibilities of marketing function in
the cited business enterprise and they are interrelated with other departments of company that
will be discussed in the present report. Furthermore, marketing mix used by organisation in order
to promote its brands and values will also be studied. At last, a basic marketing plan that is
created with the help of market research to know needs and wants of buyers will also be
highlighted in the report.
“Marketing is the process of management through which goods and services reach to
customers”. The case study is based upon CADBURY; which is a confectionery industry. It was
established on 1824 in Birmingham, England. The first products of CADBURY was cocoa and
chocolate drinks. The company supplies its services on international level. There are almost 1.50
lac (approximately ) employees are currently working in Cadbury. Its branches are expand into
world, such as- Australia, Switzerland, India, Africa, Ireland, New Zealand, Malta, US etc.
Recently Cadbury has opened 10 factories in UK with 3000 staff. Along with this, the company
is following matrix organisational structure; it is a combination of two or more organisational
structures, i.e. functional and divisional organisational structure. It may help company to achieve
higher efficiency, readiness and quick market adaption. Matrix organisation structure supports
companies as they can respond faster to customer's demand while reducing the lead time for
producing a new product. Cadbury provides a positive working environment to its employees as
they work freely and effectively.
TASK 1
P1. Key roles and responsibilities of marketing function
In every business organisation, marketing environment is liable to understand obligations
of customers. Promotion, pricing, selling, financing, product management and distribution are

the important function of marketing department. Along with this, the prime role of marketing
environment is to develop innovative and attractive products which are able give more
satisfaction to its users.

Several marketing functions are as follows:-
 Financing – Finance is like blood of business industries that plays a vital role in
marketing from research to distribution. It encompasses to provide credit for channel
members. Finance department is responsible to find money from investments, loans and
personal capital of company which is helpful in the creation of money towards
advertisement of products and services. Selling – It is also an essential function of marketing. With the help of personal selling,
managers can easily know about the needs and demands of their buyers and with this,
they become capable to provide right products at the suitable time frame Promotion and pricing – Advertising or promotion of products and services is very
important for Cadbury because through which customers can easily attain or retain
towards business organisation. Apart from this, pricing involves setting an appropriate
price for goods and items of company. For example- if the price of Cadbury are high then
it may loose many clients whereas if company has too low prices then it is the possibility
in decreasing profits. . Therefore, organisation has to choose right price and rates for their
products and services. Product management and distribution – Once company has determined the potential
market, customers and set prices accordingly; goal of product management can be
effectually achieved (Dibb and Simkin, 2013).
 Marketing information management – The system is designed to support marketing
decision making. Marketing information management system is capable to gather data
about customers needs so as manager can distribute their products in accordance to the
market.

(Source: Marketing roles and responsibilities, 2017)
Roles and responsibilities of marketing function: - Marketing research – It is the prime role
of marketing function. Marketing research helps managers to know about the needs and wants of
customers by which market opportunities can also be identified. Along with this, owners of
Cadbury can easily gain a better understanding of desires of potential buyers. Marketing research
aids to know the power and strength of competitors so that managers can take actions
accordingly in order to protect their business from rivals. . Marketing department can conduct its
own research by studying industry reports and contacting with customers; this will helps to
know choices and preferences of customers. Creating a marketing strategy – Another important role of marketing is to make a
marketing strategy. Strategies are developed with an aim of achieving goals and
objectives of company from the target market. In Cadbury, it is the duty of senior
marketing manager to create effective strategies and policies to gain profits from the
potential customers. Marketing strategies also prove to be helpful for company to enter
into new market, for increasing market share as well as to open a new channel of product
distribution (Lamb, Hair and McDaniel, 2011). For example: to open a new channel of
distribution and to enter in the new market like through internet which helps to reach a
wider geographical area of customers.
Illustration 1: Marketing functions.

 New product development – Marketing department is aligned with internal or external
product development teams for improving existing goods and creating new ones. With
the help of new and innovative products, business organisations can easily attract
customers and increase their sales. Along with this, marketing department evaluates the
sale of current products and find out opportunities for company in the competitive
market. Marketing employees provide information to teams about the desires and
perfectness of buyers. It helps them to find out the features of new products and services.
Later, in the process of product development, marketing department sets prices and make
a plan to launch such product. Communication – Effective communication is the necessity of every commercial
enterprise. It helps managers so that they can contact with higher authorities in order to
take long term decisions. In Cadbury, marketing department develops communication
and plans campaigns which are useful for them to promote their goods and services.
Effective communication also helps managers as they can communicate with their staff
members about the market trends and production. Apart from that, employers and
employees can also take day to day business decisions with effective communication. Listening customer’s needs – It is the duty of marketing leaders to know preferences and
needs of buyers. Through the same, they can produce products as per the demands of
customers. This function encompasses to build strong relationship among consumers and
company. Also, it helps in gaining higher profits through increased sales of business
organisation. In addition, listing customers’ needs and satisfying the same help managers
to gain attention of more customers from the target market with which organisation is
able to achieve its goals and objectives in the competitive market (Brassington and Pettitt,
2013).
 Establish cooperation and coordination – This is the last function of marketing where
without establishing coordination and cooperation among staff members, managers
cannot achieve competitive advantage. Thus, it is essential for Cadbury to maintain
positive and healthy relations with employees which can increase their productivity and
efficiency by which they can produce quality products. Apart from this, another role of
marketing is to build public relations to enhance the market growth of company. For that

the same, Cadbury organises various events like workshops, seminars, exhibitions, etc. to
increase customer interaction.
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context
In large business organisations, there are various functional areas i.e. finance, human
resource, information technology, production, research and development, sales, etc. All these
functions are interrelated with marketing. Marketing roles and responsibilities are interdependent
upon its another functional units.. With this, such department easily produce or manufacture
desires of customers into reality (Mintz and Currim, 2013). Marketing department is combined
with all these department to ensure their working activities. There is given below a systematic
interaction of marketing with other departments which is fundamental in order to attain
organisational goals and objectives:-
(Source: Interrelationship of marketing with other functional units of company, 2017)
 Finance department – An effective marketing plan has to involve financial information
for current and new products. In this sense, marketing supports finance department for
taking investment decisions. It is also helpful to measure the financial position of
Illustration 2: Marketing and other functional areas

organisation in the target market. Along with this, all marketing plans and policies are
based upon available finance whereas profitability analysis and budgeting are also the
key factors of marketing planning that imply financial tools. In Cadbury, whenever a new
product is launched, financial instruments and criteria should be used for evaluating the
investment. Marketing evolution forecast depends upon capital requirements, financial
needs as well as cash flow analysis; whereas, product management decisions are able to
define financial profits of company (Jones and Rowley, 2011). Apart from this, various
marketing activities like launching new products, put an impact on investors’
expectations and on the market price of the shares. For example- in Cadbury, finance
department is interdependent on marketing for taking various investment decision. Sales department – Sales is an important function for business organisations. The overall
concept of marketing is pointless if no one would buy products and services of company.
For that reason, Cadbury has its own sales targets; it is the part of their aim and
objectives. It is the responsibility of marketing department to meet these targets on time
and in a positive manner. Marketing department is liable to compose strategies for
higher sales and profits; if organisation has great annual turnover as it is able to attract
more investors and capitalist through which financial capital of company become more
strong. Along with this, higher sales are also helpful in increasing financial capital of
company. Production and operational department – Production consists of assembling or
manufacturing of goods. Operational department ensures that products are produced on
time and it also focus on maintaining the quality of the products. . Marketing can assist
production department in order to measure the number and types of products which can
be produced and provided to customers. On the other hand, marketing is able to give an
accurate prediction about sales for each and every product line that is very important for
effective production operations. Along with this, marketing division sets deadlines which
may stretch the abilities of production department. Operational management
professionals are liable for collaborating with other managers in order to determine that
how operational planning can contribute for the long term strategy of the company.
Production capacity planning helps in product portfolio management and in developing
the new products. If managers of Cadbury are carefully listen needs and wants of

customers as they convey the message to production and operational department. In
production and operational department, marketing sets which type of product should be
produce. With the help of marketing research, managers can easily know choices and
preferences of customers. Research and development department – Such function is interrelated with the process
of new product development and necessary improvements in existing products. In
commercial industry, research and development department is also liable for products
designs. With the help of research and development department, marketing managers can
easily get to know about the needs and wants of customers. Research and development
department gives an idea of new product development which is based upon consumer’s
desires. If customers are getting products as per their needs; it will help in increasing their
number towards business organisation. . An adequate marketing research gives inputs to
mangers as they can identify current requirements of customers. (Mihart, 2012).
Marketing research is responsible in order to find innovative product generation ideas. Human resource department – HRM is responsible in order to establish cooperation and
coordination among employees. The prime function of such department is to recruit new
employees and provide them essential training and development assistance. In marketing,
innovative and creative person helps in finding out new ideas of sales and promotion.
Such person is able to meet product targets and create an ambitious as well as
competitive sales team. IT department – The department of information technology helps in marketing by
providing it various tools and techniques of promotion. In the modern world, there are
various tools and technologies available in market through which companies can easily
retain their target customers. Online shopping is a good example of information
technology by which company can increase their clients in international market as well.
Along with this, customers also gain information about Cadbury's products on its website
and several other social sites.
 Customer service – In today's scenario, customers’ expectations are very high. When
buyers are connected with business organisations, they expect a polite, acknowledgeable
and prompt response. In Cadbury, there is a customer service staff which is responsible to
handle customer’s queries and their enquires. This department is also helpful to take care

of the legal rights and duties of buyers. It is amenable for solving client’s problems,
taking feedbacks and reviews, providing specific information and taking suggestions to
meet customer’s needs (Ko, Hwang and Kim, 2013). With the help of customer service
department , managers can easily gain customer feedback which put a direct impact on
future product development and sales.
TASK 2
P3. Marketing mix in different business organisation
Cadbury has to adopt marketing mix to achieve goals and objectives from target market.
There are 7P's in marketing mix strategy, i.e. product, price, place, promotion, people, process
and physical evidence. These all are liable for organisation as it can compete with its rivals.
Since recent years, Nestle in the prime competitor of Cadbury, both are deal in food products and
both have a strong market to expand their products (Menegaki, 2012). Marketing mix helps
Cadbury to put right product at suitable place; price is also a important factor which reduce or
increase sales of business organisation. Cited organisation is using pricing penetration strategy.
Marketing mix of Cadbury is described below that consists of 7P's which are like:-

(Source: Marketing mix, 2017)
 Product – Cadbury should manufacture and design its products and services to improve
the customer experience. A product is anything, tangible or intangible which is offered to
customers either in domestic or in the global market. It encompasses quality, packaging
and guarantee, etc. Cadbury has a wide range of products like Chocolates including
Éclair’s, 5 Stars, Gems, Perk, temptation, Nutties, milk treat, fruit & nut, dairy milk,
Cadbury shots, etc. Company also offers beverages such as Bournvita, Cocoa and
drinking chocolate. In the segment of biscuits, Oreo is premium. Therefore, company has
a strong line of quality products and it timely upgrades its items to retain customer's
interest (Lee and Walsh, 2011). Price – Pricing is the most effective part of marketing mix. It is the only area by which
company can generate revenue for itself. Price is the amount of money which is charged
for a particular good or item. It should be recognised with appropriate demand-supply
equation. Pricing strategy of Cadbury is based upon the demand, competitors and
packages. The products of company are priced as per their quality. High prices are only
for few products like Bourneville and Temptation whereas low priced products are
éclairs, five star and perk. Dairy milk is recognised as a premium brand of chocolates. In
Illustration 3: 7P's of marketing

festive seasons, the demand of such products gets increased and customers are willing to
buy them. It will help in achieving the goals and objectives of organisation from target
market. The company has to adopt pricing penetration strategy because in this, price of
the product is initially set to low in order to reach wide number of customers. The
strategy works on the expectations on which buyers will switch towards new brand cause
of the low prices of the goods. Place – It relates with the location where a product is going to sale.. The products and
services of Cadbury are available in national as well as international market. The
distribution channel of organisation is widespread and fantastic. Its goods and items are
present in rural and urban areas. Rural marketing strategy of company is weak due to low
demand of products in such locations. Cadbury distributes its products in around 200
countries and due to high effective distribution channels, the cost of its products is high
(Topolšek and Čurin, 2012). However, company is having a great market presence. For
example: an individual can reach within 2 minutes in any local retail shop to buy
Cadbury products.
 Promotion – Cadbury has adopted effective style of advertisement and promotion, i.e.
television,, newspapers and consumer’s interaction programme etc. It is helpful to reach
at the customers and make them aware regarding their items. Along with this, the
promotion of Cadbury is different for its each and every product. Company makes its
effort to promote their products and services among customers. Cadbury has different
brand ambassadors for its various products; each of them put a direct impact on
customers mind so as they are willing to purchase them. The most famous marketing
campaigns of Cadbury are as-
“Pure Happiness Pure Cadburyness”, “Taste like this feels” for Cadbury Dairy milk
“After the achievement before the glory” for Bournville People – People have a great role in brand establishment, they are directly involved in
selling and purchasing process of product. Mostly, Cadbury targets young people and
children in comparison to elders. Along with this, services tend to be produced with an
aspiration to meet needs and demands of people. Cited company has trained and well
skilled staff who has innovative qualities as they can manufacture attractive products for

their customers. Main aim of Cadbury is customer’s satisfaction because selling and
purchasing of chocolates depend upon the number of buyers. Process – Service process refers to the way by which company delivers its products to
customers. Cadbury has quick services so that customers can easily get what they want.
 Physical evidence- In business organisation, physical evidence is considered that the
services was delivered. It pertains with how a company and its products are perceived
in the marketplace. For example- when customers think of chocolate, they prefer
Dairy milk. (Brettel and et. al., 2011).
(Source: Cadbury V/S nestle, 2017)Marketing mix of Nestle is mentioned below that is the
major competitor of Cadbury: - Product – Nestle is the world's largest food and nutrition company which has around
6000 products. It is the prime competitor of Cadbury as both organisation's market
growth is same. Products and services of Nestle are also widespread in the global market.
Coffee, chocolates, cereals, candies, ice creams, yogurt milk, instant food, beverages, etc.
are the famous products of Nestle. Its two major brands are Nescafe & Maggi which are a
very high contributor of its brand equity. The appreciable factor in Nestle is that its
products are made with high quality and thus, there is rarely any complaints found about
its food items. Price – The price of each product depends upon its market and number of customers who
want to purchase it. Along with this, they fix the price in competition with Cadbury.
Illustration 4: Cadbury V/S Nestle

Pricing strategy of Nestle also involves effective packaging of products. Maggie and
Nestle has offered a lot of packing options and sizes. Competitive market is helpful in
maintaining a strong market image of Nestle and also gives it the degree of flexibility in
pricing strategy. Setting prices has put a huge impact on the marketing strategy of Nestle. Place – Nestle follows the FMCG strategy of product distribution that includes breaking
down the bulk. The product distribution strategy of company is – manufacturing > C & F
agent > distributors > retailers > customers. In this sense, company is continuously
introducing trade discounts and applying different tactics to retain existing customers and
developing strategies to attract the new ones. For Nestle, the challenge is in chocolate
segment where it faces high competition from Cadbury. Kitkat is also an own brand
positioning of Nestle but it is not better than Dairy milk. Promotion – Nestle is known for its various promotional tools and techniques as it has
one of the most marketing campaigns. Company has well planned promotional strategies
and it always pays better towards advertising activities. It focuses on direct marketing in
malls and supermarkets. Nestle also join hands with Google and for doing co-branding of
its products and services. People – Nestle is using the appropriate staff and people. It only recruits right people and
provide them training so that they can deliver high quality services to customers in order
to gain competitive advantage. Process – It consists with the system which is used by organisation in delivering the
services. Nestle is using three level of channels in order to distribute its products and
services in the competitive market.
 Physical evidence – It is an element of marketing mix that allows customers as they can
make judgements on Nestle.
TASK 3
P4. Developing a marketing plan
The process of marketing plan consists analysing potential market place to determine
how a business organisation can optimally compete them. It is a result of marketing strategy
which is utilized in order to enhancing the sales of the company (Pomering, Noble and Johnson,

2011). Marketing planning process is essential for every business organisation with this,
companies can easily achieve their aims and objectives from competitive market. There are
several steps that are involved in marketing plan, such are as: - while making an effective
marketing plan managers of Cadbury must decide their mission or objectives that they want to
achieve in upcoming years. It should be specific, measurable, attainable, reasonable and time
bound. After this, they should analyse available resource with the help of SWOT analysis and
develop a marketing strategy (Leonidou, Katsikeas and Morgan, 2013). At last, strategies and
polices are monitored and evaluated by managers to ensure the progress of marketing plan
There are some areas on which company has to focus at the time of market planning:-
 Market segmentation – Cadbury has divided into various market segments, such as-
psycho graphical, demographical and geographical, According to psycho graphic
segmentation- products are separated into attitude, motives and lifestyle. They prefer
branded products and also for the buyers who prefer shapes, texture and taste. Apart
from this, geographical segmentation included the market position of the company as
Cadbury is divided in various different cities and it also establish in towns and suburb
markets. And in demographical segmentation, the brand is separated into these categories
:- age, gender, income, culture etc.
 Marketing objectives of Cadbury: - Cadbury is a leading company of food products. Its
main aim to reach all segments to the society. The company wants to make higher sales
by selling its products on festivals and occasions. Along with this, it also want to use
quick distribution channel so as products can easily available on each and every store.
 Marketing strategy - The company is used the strategy of online promotion in order to
attract numerous customers. Cadbury has effective channel of distribution which creates
competitive edge. In addition, company is providing its products on regular basis and
also designing communication for selling its goods in global market.
 Control measure – Cadbury has controlled over its production and operations. Since
many years there is no complaints about its products and food items. It has well trained
and qualified staff memebrs who are liable of each and every activity.
In Cadbury, marketing plan is capable to provide market research which supports pricing
decisions and new market entrants. Below given the steps of marketing planning process, such
are as follow: -

 Develop marketing strategy – Managers are developed marketing strategy in order to
known needs and wants of customers in potential market. This step involves developing
marketing objectives with the help of market research. These are clear and measurable so
as employers can easily achieve it and assessing their progress. At last, a effective
marketing strategy is a program of overall company; which helps it to select a specific
target market and satisfying customers needs in effectual manner.
 Implementation of marketing plan – It is the last step of marketing planning process.
After strategic development, managers are implemented the plan in overall business. It
helps Cadbury as it can move towards accomplishment of goals and objectives.
While making a marketing plan for Cadbury, managers have to ensure about various tactics
which they are applying in such plan. It involve where to distribute, whom are targeting, what
prices are deciding etc (Gordon, 2012). Meanwhile, employers have to use 7P's of marketing
mix, such as- product, price, place, promotion, people, process and physical evidence. All these
are necessary to achieve goals and objectives of marketing plan
.
CONCLUSION
From the above mentioned report, it has been concluded that marketing is an essential
function for every business organisation. It is helpful in promoting products and services of
company so that managers can achieve their goals and objectives from competitive market.
Present report is the case study of Cadbury which involves roles and responsibilities of
marketing function. Duties of marketing function are as follow:- develop a marketing research,
creating a marketing strategy, new product development, communication, listening customers
needs, establish cooperation and coordination in business organisation. All of them are helpful
for managers as they can easily accomplish growth and success from potential market. Apart
from this, the second task of report consists relationship of marketing with other departments i.e.
finance, sales, human resource management, research & development, information technology,

etc. The third task of report involves marketing mix of two different organisations such as
Cadbury and Nestle. Both companies are the prime competitors of each other. In fourth task
marketing planning is developed in order to achieve set standards and values for the cited
business enterprise.

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