Marketing Essentials: A Comprehensive Study of Cadbury's Marketing Strategies

MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................2
P1 Explain key roles and responsibilities of marketing function................................................2
M1 Analyze roles and responsibilities of marketing in context of marketing environment.......5
P2 Explain how the roles and responsibilities of the marketing relate to wider organizational
context..........................................................................................................................................8
M2 Analyze significance of the interrelationships between the marketing and other functional
units of organization..................................................................................................................10
Task 2.............................................................................................................................................14
P3 Compare the ways in which various organizations apply the marketing mix to the
marketing planning to achieve business objectives...................................................................14
M3 Evaluate the different tactics which is applied by the organization to demonstrate how the
business objectives have been achieved....................................................................................16
Task 3.............................................................................................................................................18
P4 Produce and evaluate the basic marketing plan for the organization...................................18
M4 Produce a detailed, coherent evidence-based marketing plan for the organization............20
Conclusion.....................................................................................................................................22
References......................................................................................................................................23

LIST OF FIGURES
Figure 1: Functions of marketing....................................................................................................3
Figure 2: Internal marketing environment.......................................................................................6
Figure 3: External marketing environment......................................................................................7
Figure 4: Functions of production department..............................................................................11
Figure 5: Financial department stages...........................................................................................12
Figure 6: Human resource department..........................................................................................13
Figure 7: 7P's of marketing mix.....................................................................................................18
Figure 8: Marketing plan...............................................................................................................20

LIST OF TABLES
Table 1: Comparison of organization on basis of 7P's..................................................................14

Introduction
Marketing essentials is the activity or set of institutions or processes for creating, delivering and
communicating offerings which is important for clients, society, partners and customers at large.
This report will provide the study on Cadbury which is the UK’s largest multinational
confectionary company which provide the chocolate products. This report will study about the
roles and responsibilities of marketing for the Cadbury organization which is related to the
organizational context. The report will also provide the comparison between the organizations
by applying the marketing mix for achieving the business objectives. The study will also
describe about the various tactics which will applied by the organization for increasing the
growth of the organization. The production and evaluation of marketing plan for the organization
will also be described in this report. At last the study will show brief discussion on evidence-
based plan which relates to marketing for achieving the organizational goal by proper planning.
1

Task 1
P1 Explain key roles and responsibilities of marketing function
Marketing is the process of action which promotes and sells different products and services,
using the best marketing strategy and advertisement strategy in various organization such as
Cadbury. Cadbury is the British multinational company which is the second largest
confectionary brand in the world. It majorly operates in more than 50 countries. The organization
majorly known for its dairy milk chocolates, roses selection box, the crème egg and various
confectionary products (Kumar, 2015).
Marketing Roles
Marketing plays very important role in promotion and mission of the Cadbury organization. The
business is represented from the coordination and the way of materials produced. Depending on
Cadbury organization, the different roles of marketing function are as follows:
Defining the Brand – It is the role in which the company defines itself which states about the
position of the company. Defining the brand will allow customers to take interest in the business
the Cadbury contains.
Monitoring Social Media – Marketing helps the organization in maintaining the social media
pages which consist of information related to the organization which sometimes helps in
promotion of the products and services.
Establishing Internal Communication – The employees of every organization needs to
understand the organization’s goals, objectives, priorities and values. Marketing proves to the
path of communication through intranet or newsletter (Kotler, 2015).
Serves as Media Liaison – When the company is being cited, a person related to the marketing
department acts as a spokesperson for the company, or guides the executives of the business in
how to respond the queries of media.
2

Figure 1: Functions of marketing
(Source: Functions of Marketing, 2010)
Marketing Responsibilities
The marketing department of the organization has a responsibility to generate revenue, increase
the market share, and contributing to the company’s profitability and growth. In this process
various persons like manager or director can involve in handling their responsibilities. There are
various marketing responsibilities which are as follows:
Strategy – This is the major method for the organization to increase the market share by
preparing the strategies to achieve the organizational goals. For example – strategy related to
opening the new sector, new channel of distribution etc.
Development of Product – The department of marketing works with the external and internal
development teams for introducing new products and services for the customers (Wirtz, et.al,
2014). After finalizing the promotion and pricing strategies are to be maintained for achieving
the goals.
3

Market Research – It is the basic responsibility of the marketing function. It helps in analyzing
the trends of the market, customer needs and various competitors so that various actions can be
taken to handle the establishment of the organization.
4