Marketing Essentials Assignment

This essay explores the fundamental concepts of marketing, examining its role and responsibilities within an organization. It analyzes Cadbury's marketing strategies, including their application of the marketing mix and the development of a comprehensive marketing plan. The essay also includes a SWOT analysis of Cadbury, highlighting its strengths, weaknesses, opportunities, and threats in the competitive confectionery market.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing concept and its role and responsibilities in marketing function...........................1
P2: Role and responsibilities of marketing in wider organization..............................................3
TASK 2............................................................................................................................................6
P3 Different ways by which companies applies marketing mix to process of marketing
planning.......................................................................................................................................6
TASK 3............................................................................................................................................8
P4 A marketing plan for Cadbury...............................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
A business organisation has various departments who have different roles and
responsibilities but work with a common aim It includes marketing, human resource
management, financial department and more (Ormrod, 2014). Among all these, marketing
division is an important part of a company whose main role is to promote the company and
advertise its products or services in vast manner. For this assistance, managers in this department
forms different teams and allocate various tasks such as search demands of customers, raise
funds from sources available at marketplace, advertise brand of enterprise etc.
The objective of this assignment is to understand role of marketers in completing
demands of customers and improving sales performance of a firm. It has been divided into three
tasks- First part consists roles and responsibilities of marketing department, second segment
shows different techniques like marketing-mix for advertising brands. The last part contains
developing a plan. Therefore, organisation that is taken in this report is Cadbury. It is a British
multinational company of UK which operates in 50 countries. This firm was established in
Birmingham, 1824 by John Cadbury. Currently, more than 80,000 people are working in its
various branches throughout the world.
TASK 1
P1 Marketing concept and its role and responsibilities in marketing function
Concept of marketing belongs to a study on demand and needs of customers along with
trends of marketplace (Marketing essentials. 2016). Through this concept, a company can
analyse in what manner products are needed to be manufactured so that desires of consumers can
be completed on time.
As per present scenario, Cadbury is a multinational confectionery firm of UK which is
the second largest brand after Mars Company in the world. Therefore, to hold this position and
increase its growth, marketing managers have performed various activities.
Some major concepts of marketing that a company needs to understand are as follows:
Production Concept: It reveals that managers are needed to be focused more on the
achievement of efficiencies of production on low costs. Generally customers are used to buy
such products that are easily available in marketplace and at reasonable rates. Therefore,
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Cadbury Company uses this strategy in order to gain retention of customers. It has distributed
goods on various stores that are nearby to customers so that they can easily avail them.
Product Concept: This concept states that a company should manufacture best quality of
goods or services (Wirtz, 2012). In context with Cadbury, this firm deals in confectionery
products so it is essential to focus more on ingredients and nutrition level of the same. Along
with this, it is also necessary for them to make regular improvements.
Marketing Concept: This concept is based on four pillars that are targeting market,
consumers’ demands, integrated marketing and increasing profitability. Therefore, associations
are required to segment marketplace so that need of customers can easily be analysed and deliver
goods accordingly. As products of Cadbury are liked by all age group, so it is easy to evaluate
taste and manufacture products as per their requirements.
Role of marketing:
The main role of marketers in an enterprise is to make good connection with customers
and build strong relationship with them. For this process, employees associated in marketing
department uses communication in an effective way to convince them to buy products in large
quantities (Peter and Donnelly, 2011). Along with this, on regular basis they take feedback of
consumers in order to know if such commodities are succeeded in satisfying their desires.
Function of marketing: In a company, the marketing manager holds various responsibilities in
order to increase sales performance.
In Cadbury Firm, some major functions are:-
 MIS (Management Information System): MIS system helps marketing managers to
make proper division. In this process, they gather information regarding demands of
customers, situation of marketplace, purchasing power of people and more. After proper
collection, marketers make proper data and distribute the same to other divisions so that
they can make appropriate divisions and work accordingly for completing demand of
customers in a proper manner.
 Pricing: In order to minds of customers, Cadbury firm has provided its products on
reasonable and fix rates. For this process, marketing managers keep an eye on price
strategies of its rivals like Nestle in order to set own policies in better manner.
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 Distribution: Marketing managers also used to locate place where they can distribute
goods of enterprise in a profitable manner (Pike, 2015.). Therefore, in this order Cadbury
has a large network of distribution which helps customers to easily get product.
 Financing: For operating all functions in a firm, it is necessary for employers to acquire
proper amount of finance. Therefore, managers of Cadbury prepare a proper marketing
budget to do all its operations in a proper manner so that they can raise necessary funds
from various sources available at marketplace. It would help in getting sufficient funds.
 Selling and Promotion: In order to increase sale performance and aware people about
products or services, marketing department of Cadbury uses various application of
internet (Puddle, 2015). Through online tools and techniques, they can connect with
millions of customers easily and take their feedback for improvement of products.
budget in order to do all its operations in a proper manner so that they can raise
necessary funds from various sources available at marketplace. It would help enterprise in
getting sufficient funds.
 Selling and Promotion: In order to increase sell performance and aware people about
products or services of a company, marketing department of Cadbury use various
application of IT. Through online tools and techniques, they can connect with million of
customers easily and take their feedback for improvement of products.
P2: Role and responsibilities of marketing in wider organization
An organisation tried to gain sustainability at marketplace and gain advantage from its
competitors. For this process, it is used to manufacture best qualitative products or services and
distribute the same in populated area so that many people can avail the same in higher number.
Therefore, to perform these operations in an effective manner, all departments of a firm perform
various responsibilities.
Since these divisions have different roles but functions are interconnected with each other
(Raj, Walters and Rashid, 2012). All are dependent on each other for carrying operations of
business. Thus, it is necessary for the managers to make collaboration in achieving overall
success of business. In this regard, for better production and operations, marketing department of
Cadbury perform various tasks to support other divisions in carrying out their functions in more
easy way.
Relationship of marketers with departments of Cadbury can be explained as:-
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Research & Development department and marketing function: Today in fast
developing world, needs and preferences of customers are changing at higher rate. They always
look out to get something new and unique. Therefore, it is necessary for firms to make changes
in eatables by focusing more on nutrition level. Therefore, managers of R&D and marketing
department used to identify desires of customers and purchasing power of them in a proper way.
Along with this, they perform several activities like evaluating bargaining power of suppliers and
distributors so that cost of production can be reduced. Therefore, functions of both divisions are
interrelated with each other.
Marketing department with human resource management function: The main function
of HR managers of a company is to provide proper staff in all departments. In addition to this,
they provide essentials facilities to employees so that they can work in proper manner. In context
with marketing department, HR sector helps in hiring best candidates for them along with
provide them necessary training for developing their skills in a particular filed. It would help
marketers to carry out their operations in a more perfect manner (Rother, 2010). In order to this,
giving proper compensation, rewards and performance appraisals aid Cadbury to get retention of
highly skilled workforce for longer period of time.
Function of marketing department with operational one: The main function of
operational management of a company is to provide basic facilities to all departments so that
they can carry out their operations in a proper way. Managers in this division majorly concern
with designing and controlling entire process of production. In addition to this, they also redesign
the business structure and operational activities in order to bring efficiencies in business. This
department focuses more on how to convert raw materials into finished products in an
appropriate manner. In addition to this, they use various techniques in order to utilise resources
like raw materials, labour, capital and more properly. As related with marketing department,
managers of this section helps operational division in analysing situation of marketplace
appropriately. Managers of both departments cooperate each other to make proper decisions in
business environment in order to make improvement in sales performance and bring
standardisation of firm. Therefore, these divisions of Cadbury help in making production better.
Finance department with marketing function: Finance department of a firm also
perform major task like raising funds from various internal and external source. Along with
distributing the same in other divisions as per requirement so that they can carry out their
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functions in a proper manner. Other functions perform by managers in this section are making
proper budget, control expenditures in production and operations etc. It would help in managing
and utilising the finance in an appropriate way. Marketing department helps financial division for
searching investors who can invest in firms. Managers of both sector work with each other in
formulating budget plans and strategies to use capital properly. Through contribution of them, it
is helpful for Cadbury to utilise resources in a proper way.
Sales and marketing function: Functions, roles and responsibilities of both these
departments are quite similar to each other. As main aim of them is to sell commodities of a
company in a wider place as much as possible. In this regard, marketing managers of Cadbury
are used to analyse situation of marketplace in a proper manner. Along with this, they identify
demand and desires of customers, area where people much like to avail such type of products,
purchasing power of them, pricing strategies of competitors and more. They make proper
connection with customers in an impressive way so that people will get attract to buy products of
company in a large manner (Ebert and Griffin, 2015). After making proper data on all these,
marketing managers provide the same to sales department so that they can sell commodities in
these areas in proper way. In this process, after getting proper data, sales managers contact
customers for driving sales. In this context marketing managers suggest sales staff what to
emphasize and which tools they can use. Beside these, managers of marketing and sales section
used to make proper action plan about product, pricing and distribution planning so that entire
activities of increasing sales performance can be done in a proper manner.
IT department and marketing function:This department is responsible for performing
three major functions of a company that are Governance, Infrastructure and functionality. Use of
IT systems, architecture and networks are implemented by governance, while providing good
infrastructure like the components, network and other equipment are also given by IT division.
Through these operations, IT department generally used to help marketing division for
promoting and advertising products or services of a company by online services. IT managers
provides effective tools and techniques to marketers in analysing situation of area, demand of
people and more which will help in promoting goods in wider manner. While marketing
managers used to identify which technologies are come in marketplace through which functions
of IT department can be done in proper manner. In Cadbury, IT division used to give details of
all of its products related with manufacturing process, ingredients, nutrition level, benefits and
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side effects etc. This would help in making aware about products to customers so that they can
use the same and satisfy their needs.
Therefore, from all these discussion it has cleared that roles and responsibilities of all
departments of an organisation are interrelated with each other. (Ebert and Griffin, 2015)
TASK 2
P3 Different ways by which companies applies marketing mix to process of marketing planning
Marketing mix is an important technique used by all firms in order to analyse position of
company in a proper manner (Campbell and Martin, 2015). It gives seven major elements such
as product, price, place, promotion, people, process and physical evidence. It helps marketing
managers to use right product techniques so that better plans can be made. For this process,
employers of Cadbury has made a comparison with its competitor Hershey in following manner:-
Basis Cadbury Hersheys
Product Cadbury offers a variety of products to its
customers that includes mostly
chocolates. For example: Five Star,
Bournville, and many more. According to
the current market Cadbury comes under
the leading companies that provides best
quality of products. Food items that are
manufactured by them are excellent in
quality as they are gathering best quality
raw materials. Therefore, managers are
checking the quality of their food items
on a regular basis.
They are manufacturing the products
which includes chocolates and syrups.
In this current market this is also
comes under top leading brands in the
same field (Ebert and Griffin, 2015).
They are manufacturing products buy
doing lot of changes and
implementing innovative ideas by
mixing different flavours. They are
mostly concentrating on the products
that can be delivered to kids as a result
they are liked by children.
Price Company must focus on this segment so
they customers can pay for buying their
products. As they are providing different
products therefore, their price also varies.
In context with Cadbury their top two
This is one of the premium brand and
they are comparatively high at rates.
Thus, they are making products for
the upper class people and urban
areas. Rates that are applicable
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chocolates that are popular amongst
customers and i.e. Bournville and Oreo
chocolates. Although in prices that are
fixed by them are at reasonable rates but
some of the products are high as
compared to others. Henceforth, a
difference in the price of chocolates can
be seen but the quality that are provided
to them are excellent that is why they are
gaining maximum benefits (Gummesson,
2011).
between $10 to $55.
Place As this is one of the leading brand and
they are distributing products at different
levels. For conducting this process in an
effective manner they have good
relationship between their distributors and
suppliers. Therefore, it is enabling them
in increasing their sales and profitability.
As they are operating their business in
around 200 countries thus, it is generating
more and more revenues in returns. Their
products can be purchased from the local
retail shops easily.
Customers can buy their products in
from grocery stores or through online.
As compared to Cadbury, they have a
strong distribution channels and it
covers almost all around the world,
this is helping them in increasing their
sales and productivity.
Promotion According to the current market scenario,
there are various tools and technologies.
In context with Cadbury they are making
fascinating ads through which they are
enabling them in attracting more and
more customers. Along with this, they
are publishing ads in magazines and
Like Cadbury, Hershey is also using
the same medium for promoting their
activities. As a result they are giving
appropriate results (Hagan, 2011).
Apart for this, they are influencing
people by making ads which is
assisting them in pulling the attention
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newspapers. Other than this, they are
using above the line (ATL) and below the
line (BTL) for promoting their activities.
of maximum number of people.
People They are targeting all age of people and
manufacturing products for every sector
of the society.
They are manufacturing goods by
focusing mainly on kids and children.
For this, they are implementing
innovative ideas.
Process They have incorporated easy and
effective process which is enabling them
in producing goods right on time. This is
saving their cost and time as well (Judge,
and Robbins, 2015).
Hershey is following step by step
procedures for manufacturing their
chocolates and syrups.
Physical
Evidence
Cadbury company used to take feedback
of customers on regular basis and make a
proper data on this analysis. This data
help other departments in making
improvement in products and
manufacturing the same in proper way.
Rather than concerning more on
feedback of customers, Hersheys has
used to introduce effective techniques
in order to attract minds of customers
more on its products.
TASK 3
P4 A marketing plan for Cadbury
Marketing Plan constitutes various activities through which a company can enhance its
sales performance and increase its profitability in a high manner. It is a type of document which
highlights promotional activities of enterprise for coming next year (Koontz, 2010). These
activities help a company in achieving targeting goals of a company in a given period of time. In
addition to this, it also indicates the current marketing position of a firm in context with
competitors present at same marketplace. Generally this type of plan made in formal structure
but in order to increase flexibility, marketers can make it in informal form also.
In order to formulate a perfect action plan, it is necessary for employers to make a proper
market research marketplace. Through this process, they can analyse demand of customers as
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well as methods by which enterprise can fulfil the requirements of them. After evaluating these,
managers are needed to formulate proper budgets, forecast sales, analyse situation of
marketplace and more. Along with this, such plan also constitutes various strategies and policies,
tools and techniques used to advertise products etc. In context with Cadbury, its marketing
managers has made a new plan for forecasting the sales performance. This plan entails mission,
vision, goals and objectives of present company. Along with this, in order to analyse position of
firm at marketplace, SWOT technique has been used which evaluate the strengths and
opportunities available at marketplace through which Cadbury can gain success in achieving
success of marketing plan. This technique also reveals threats and weaknesses also that may act
as barriers in accomplishment of plan.
Overview of Cadbury: Cadbury is a limited manufacturing firm of UK which sell
confectionery products at marketplace (Lamb, Hair and McDaniel, 2011). It offers a wide range
of products in various categories of drinks and beverages like Dairy milk, ice-creams, biscuits
and more. This firm was profound by John Cadbury in 1824 and its headquartered in
Birmingham, UK. Right now, more than 80,000 are working in its organisation.
Vision of Cadbury: Vision statement reflects the short-term goal of a company as well as
highlight future image in a concise manner. In addition to this, it also shows purpose and value
of business of an enterprise through which managers can give proper direction to employees and
encourage them to do hard work so that efficiencies of firm can be increased. In this regard,
vision of Cadbury is to “ Work in cooperation so that better products can be developed that
customers love”.
Mission of Cadbury: This statement defines primary objectives and long term goals of a
company. It also indicate key purpose of business behind its existence. Through this statement,
managers can formulate proper strategies and policies in order to complete mission of a company
in a proper way. Therefore, Mission statement of present company “Cadbury is a synonym of
quality and to keep it is a promise of company.”
Goals and objectives of Cadbury: This part reflects the purpose of an organisation which
are needed to done by associated people in a given period of time. Therefore, primary goal and
objective of Cadbury is to increase its sales performance so that this firm becomes the largest
producer of confectionery product in the world. For this process, it formulates unique plans and
strategies through which it can snatch first position from Mars.
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SWOT Analysis of Cadbury Strengths: Cadbury has gained second largest position in the world which shows its
major strengths (Malhotra, Birks and Wills, 2013). Along with this, in terms of
chocolates, this firm is becoming the largest producer in world. In addition to this, it has
large distribution channel which sold its products in more than 200 countries. This
confectionery company is providing a wide range of products like Oreo, Dairy milk,
Bournville, Temptation and more. It shows strongest product portfolio of this company
in context with its competitors like Hershey and Nestle. It helps in providing high
customer satisfaction and gaining their retention. Weakness: Since Cadbury has large distribution channel which sold its product in large
populated area. Therefore, it gives advantage to other firms to sell their products in rural
areas and occupy a large market share in such area. In addition to this, some rumours has
been spread that some rodents has been found in chocolates of this company. It has
created a negative impact on brand image of this company (Mihart, 2012.). Opportunities: Concerning more on quality of products and make improvements in the
same, give opportunities to this firm to improve its brand image. In addition to this, by
distributing its goods in rural areas also gives a chance to boost sales performance.
 Threats: Today, people are becoming more conscious about their health. So, they prefer
more on fruit juice and organic products rather than confectioneries. It creates a large
impact on sales performance of Cadbury. Along with rise of competitors in same industry
also creates a threat for this company.
STP of Cadbury Segmentation: Generally, all firms are used to divide market into various segments in
order to understand demands of each group in a proper manner. Therefore, managers of
Cadbury used to divide market into break, impulse and take home segment. Targeting: In this category, company usually classified customers on the basis of their
taste and purchasing powers. Therefore, products of Cadbury are available on various
price rates like Temptation, Bournville etc. are of high rates while Dairy Milk is available
from minimum to high range (Nguyen and Simkin, 2012).
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 Positioning: Punch line of Cadbury “Taste like this feels” which define the value of this
firm. Products of this firm are liked by people of all age groups so it increases the market
value.
Marketing strategy: In order to perform all activities of marketing plan in an appropriate
way, it is necessary for managers to formulate effective strategies and policies. These policies are
made to promote products of Cadbury in wider area and convince people to buy the same.
Basically main reason for making marketing plan is to improve quality of products and to
increase market share with more than 20% from last year.
Execution: Under this procedure, managers are used to implement all strategies which
they have made in a proper way. It would help in gaining attraction of customers in a vast
manner by which objectives of marketing plan can be achieved.
Evaluation: In this segment, manager are needed to examine various methods, tools and
techniques for determining effectiveness of all (Berkowitz, 2016). In addition to this, they also
evaluate sales performance and market share of company.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 75000 250000 20000 15000 20000
Investment 25000 14000 15000 18000
Total 75000 50000 34000 30000 38000
Marketing
expenditures
Advertisement 10000 9000 7000 6000 6000
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sales promotion 7000 4000 3000 7500 9000
Direct marketing 8000 2000 5000 7200 2000
Total 25000 1500Ormr
od, J.E.,
2014.Peter
, J.P and
Donnelly,
J.H.,
2011.Pike,
S.,
2015.Pudd
le, T.,
2015Raj,
R.,
Walters, P
and
Rashid,
T.,
2012Roth
er, M.,
2010.Wirt
z, J.,
2012Mark
eting
essentials.
15000 20700 17000
12

20160
Available balance 50000 45000 19000 12300 21000
CONCLUSION
From this present report, it has concluded that marketing managers of firm are needed to
formulate effective strategies and policies as well as executed the same in an appropriate manner.
It would help in marketing products in large area and aware customers about the same. Marketers
in a firm perform various activities in order to analyse situation of marketplace, demand of
customers and more. For this process, they are needed to communicate with people in an
effective manner using proper tools and techniques. Managers are needed to give proper
guidance to employees so that they can understand objectives of company and performs
accordingly.
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REFERENCES
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Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
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Nguyen, B and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
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Marketing essentials. 2016. [Online]. Available through:
<http://www.accountingformanagement.org/variable-fixed-and-mixed-costs/>.
[Accessed on 19th July 2017].
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