Marketing Essentials: Current and Future Trends, Roles and Responsibilities, Interrelationships, and Importance

This presentation provides an overview of marketing essentials, including the definition of marketing, current and future trends, roles and responsibilities of a marketing manager, interrelationships with other functional units, and the importance of marketing in an organization.

MARKETING
ESSENTIALS

INTRODUCTION
Marketing refers to the activities of an organisation which is associated with the
buying and selling a product or services. It involves selling, advertising of
product and many activities. Chosen organisation is Cadburry which is British
multinational company. It is the second large confectionery brand after the Mars.
Cadburry known for the dairy milk chocolate and many other confectionery
products. This report discusses about the marketing concept involving current
and future trends and the role and responsibility of marketing manager.

1. Marketing definition and current and future marketing trends.
Marketing is a business process which
includes all the activities such as-
buying and selling of the product,
advertisement and delivering products
to the consumers. It is an activity and
set of principles for creating new
products and services, communicating
with the customers, and delivering the
products and offering new valuable
products to the customers.
Current marketing trends-
 Marketing mobile
 Pinterest

Cont...
Future marketing trends-
 Content marketing trend
 Native advertising
 Social media marketing trend

2. Different marketing processes
Marketing processes steps-
Analysis the opportunities' in market- it is a first element of marketing
process to analyse about the marketing opportunities in the market. All the
marketers of the company will find out the needs and wants of the customers
because opportunities are related to the needs and wants of the customers. It will
be very beneficial for the cadburry in the long run success so that company can
work more effectively. Cadburry is using marketing information system (MIS)
which plays an important role in providing the useful information about the
different markets.
The company can also conduit the market research which will be helpful to
know about the valuable informations of the consumers, marketing trend, and
competitors after that cadubrry will identify the potential opportunities from the
collected information of different market segments.

Cont...
 Selection of target market- it is the most important process in which target
customers are selected. The company will conduct market research abut a
specific segment of the comket in order to choose the final customers.
Cadburryn should follow certain steps-
 Market segmentation – according to this process whole market will be
divided according to the units of the customers, similar wants of the
customers, behaviour and interest.
 Market targeting- company will use the simple rule for selecting the target
units of segment that must provide an opportunity to the organisation to create
potential customers value in the long run. Cadburry ha the option to satisfy
the needs and wants of the consumers of one of to segments. Cadburry has
another option to divide the whole market into different segments and offer
different products and marketing mix strategies to each segment of the
market.

Cont...
Development of marketing mix
It is composed of certain elements of market which are mixes by the organisations to
generate certain desire response the targeted segments. The marketing mix is composed
of the following four p's and these are written below-
Product- it refers top the offering goods and services to the market by the cadburry.
Price- it means they money paid by the customers to buy the products of therm
company.
Place- it manes the surety about the availability of the product in the market.
Promotion- it is all about the efforts by the organisation to make sure about the sales of
the products.
Management of marketing efforts – it is an action phase of the development
marketing programs which suitable marketing mix is set for a target market.

3. Different roles and responsibilities of a marketing manager
 Develop marketing plans and strategies- it is very important for the
marketing manager to identify the consumers needs and wants to deliverer
them quality product. Strategic planning is the process of the manager for
developing and maintaining balance between organisation objectives and
resources and changing marketing opportunities. It can take the place at four
types of level such as- corporate, division business units and products.
 Marketing information system- marketing manager needs a marketing
information system to analyse the product, planning and implementation, for
the controlling.
 Monitoring marketing environment- managers should identify new trend
and convert them into the opportunities according top changing global
scenario and marketers and environmental forces. They can include
demographic segmentation, political and legal forces.

Cont...
Controlling and activities of employees- marketing activities occupies a central
place in marketing management. This managerial activity includes defying
authority, timing of the activities loyal staff of the organisation would be always
ready to work for the firm .manager is responsible for building brand awareness
and positioning.
Setting product strategy- marketing manager of the cadburry will formulate an
offer to meet the target customers' needs and wants. All the customers can judge
the offers according to three elements – quality and feature of the products, mix
services and price.
Effective management of different channels- it is the critical decisions of a
marketing manager because they help to reach out the widely suffered market for
their products.
Logistic management- manager of the cadburry has responsibility to store and
move the products to the market stores. Logistic management dedicates towards
the need of coordinate activities of the different suppliers.

4. Marketing and its inter relationships with other functional units
While marketing manager develops the market plans it requires close link with
other functional units of the organisation.
Operation management and production-it is very necessary for marketing
department to work closely with production department. Research and
development should be planned top satisfy the current and future needs of the
customers. It will be helpful for the productions' department to manufacture the
time according to quality and design specification which is laid down by the
customers.
The volume of the items generated by marketing can be met with in a specific
time period. It will be helpful for the set out the deadlines that can stretch the
capabilities of the production department. It will be helpful for the marketers to
get the product as soon as possible to ensure about the competitive advantage,
production department can test the product to be ensure about the products that
they will repair and replace defective items sop they can meet health and safety
requirements .

Cont...
 Human resource management- marketing department need top work closely
with the human resource management to ensure about the specific skills and
staffing levels for the researches and nondevelopment oft new products and
ideas. It will be helpful to maintain the production targets.
 It can be also helpful to create an ambitious and competent sales team. Hrm
department has responsibility of recruitment and training demands from
across the firm. It will be helpful to balance obligations to marketing with
other departments.

5. Importance of marketing role in organisation
Importance of marketing role-
It helps to determine the need of the customers through research and by
observing and quantifying the sales patterns of same goods and services in
different market place. It is very helpful to modifying the existing products and
creating new products to match them according to the needs and wants of the
customers. This approach is also helpful to determine the to how to reach the
potential customers to make them aware about the products and services of the
company. It will be helpful to create marketing campaigns based determinations
of the most effective and efficient ways to reach out the potential customers . It
helps to build the relations with the consumers via follow up about the sales
campaigns and other loyalty programs.

6. Significance of having interrelations among all the departments
Building trust between teams-
Accurate and effective communications helpful to build the trust among
departments. When departments starts to trust on each others to transfer
informations to other department. It is very helpful to eliminate extras facts
checking steps of the informations which can slow the productivity process. So
the functions should avoid all these kinds of stuffs.
It is very helpful to provide better customers service. Interrelationships also
helps top increase the efficiency of communication. It helps to avoid the
conflicts among departments.
Marketing mix is most foundational element of marketing. It defines the
strategies that company uses to meet its target customers. It includes products,
place, promotion, price, packaging, positioning and people

8. Marketing plan
Introduction –
Cadburry is a famous food produce it deals with food products and which are
made with chocolate. The food products of this company are favourite food for
the children. The company is well known for daily milk chocolate. Caddburry
has adopted its vision into an action which is the strategic plan of the company.
Marketing objectives
The company is wants to produce their products on different occasions such as
– festivals. Cadburry wants to sell their products from the small, stores thorough
their distribution channels. The company is going to expand its business in
international market. Company is also wants to improve their marketing
channels and strategies which can be helpful to make their products more
popular.

Product differentiation and positioning
cadburry is a leading food product organisation which deals with many
segments. Food products of the firm are used for the various purpose such as –
young generation like to eat all these products because it makes them happy. All
the teenager like to eat these products for their adventure. Most of the children
likes its taste and they get the small gifts for the shape (Palmatier and Martin,
2019).
Marketing strategy-
cadburry is maintaining its effective marketing strategy of distributions and
brand equity to provide their products to the customers. Company is selling their
products from the small stores and using the effective distribution channel to
create the competitive. The companmy is providing the products on the
contribution basis. The company has maintained such effective strategy to meet
the needs and wants of the customers and other age groups of the customers .
Products of this company are sold at all small and big cities and through their
effective distribution channels.

Cont...
Return of investment-
cadburry is performing various strategies to promote
their products in the different market and earn profit
through different activities. It provides the funds to
accomplish different activities. Cadburry will reach out
their desire goals and return of investment through the
marketing campaigns.

REFERENCES
Books and Journals
Bolton, R.N., Chapman, R.G. and Mills, A.J., 2019. Harnessing digital
disruption with marketing simulations. Journal of Marketing Education,
p.0273475318803417.
Drucker, P., 2020. Essential Drucker. Routledge.
Gupta, H. and Singh, S., 2019. Advent of New Media Marketing Techniques:
The Inevitable Disruption. In Application of Gaming in New Media
Marketing (pp. 1-22). IGI Global.