Roles and Responsibilities of Marketing Function in Cadbury

This report discusses the roles and responsibilities of the marketing function in Cadbury, including the nature of marketing, marketing concept, current and future trends, and the impact of the external environment on marketing activities. It also explores the important roles and responsibilities of marketing in relation to the wider organizational context.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of Marketing function.............................................................3
P2 States important roles and responsibilities of marketing is relate to the wider organisational
context....................................................................................................................................6
TASK 2............................................................................................................................................7
P3Analysis of company in that way to apply marketing mix between a two different
businesses...............................................................................................................................7
TASK 3 .........................................................................................................................................11
P4 Form and assess a basic marketing plan for an organisation..........................................11
CONCLUSION .............................................................................................................................15
REFERENCE.................................................................................................................................16

INTRODUCTION
Marketing is an essential part of business entity and all business depend on concepts of
marketing for assuring development, growth and productivity in business. It includes
understanding of demand of customers, marketplace, building profitability relation, supply good
quality product among their customers. Awareness of marketing essential is very important in
current market scenario throughout the world. The chosen company in this report is Cadbury
and it was founded by John Cadbury in 1824. It is the worlds largest confectionery organisations.
They manufacture , market and distribute branded chocolate, confectionery, and beverages
across 180 countries. In this report essential of marketing is discussed in context of Cadbury. It
will discussed about role and responsibility of marketing team members with organisational
context. Apart from this it also compares different functions of marketing mix. At the end of this
report marketing plan is going to developed for Cadbury so that they will be able to fulfil
business functions.
TASK 1
P1 Roles and responsibilities of Marketing function
Marketing is an effective business function that is execute by an organization to aware
potential consumers about their products as well as services. It is a tool of management that
encourage buyers to purchase the goods offered by a company. It is a wider term which includes
all the activities undertake by an organization in order to advertise and promote their products .
Marketing strategies and plans that are being applied by Cadbury are very effective and unique.
They are executing STP strategy in order to remain ahead in competition. As per the current
requirement managers of company are also using digital ways to advertise their
product(Perreault, 2018).
Nature Of marketing
Marketing is very crucial function of any business that help to increase in profitability.
Nature of marketing are given as follows:
 Consumer oriented: It is highly consumer oriented activity. Main aim to advertise and
promote a product is to influence and garb the attention of end users. Marketing team of
company is formulating customer centric strategy so that they get an edge in competitive
environment. It will help them to create positive brand image in the market place.

 Dynamic process: It is dynamic process as there is no predefine ways to attract buyers
and sale a product. It is creative function that should be modified as per the requirement
as well as trend of market. Marketing strategy of selected company is dynamic and
creative. Management team is require to adopt various innovative ways to create a
difference from competitors. Economic function: It is an economic function that is executed to increase in revenue
and earn higher profits margin. Cadbury is putting efforts in order to increase sales with
the help of extensive marketing campaigns as well as promotional activities(Proctor,
2020). Marketing managers are enable to design attractive and unique ways to influence
customers.
Marketing Concept
This function is the most essential concept that is being used by most of the companies in
order to create good relation with potential and existing consumers. It emphasises on customer
satisfaction rather than only selling the product and service. To build goodwill as well as brand
equity, it is essential to follow this concept. Managers of Cadbury are delivering goods as per
needs and requirements of their buyers. It has been analysed that marketing team of organisation
is required to offer goods as per the customers expectation. Hence, they are able to earn higher
profit margins and stay ahead in competition.
Current and Future Trends
In today' s digital era where most of the things are available online, it is essential for
Cadbury to make its presence online. Marketing managers of Company are carrying out social
media advertisements along with other traditional methods. In upcoming years trend will be
change. It is going to much advance and innovative. Cadbury emphasises to market the product
as per latest trend. For upcoming years, managers are looking forward to do personalisation in
designs, enhance mobile communication with consumer and many more.
Impact of External environment on Marketing Activities
Macro environment that includes factors such as political, technological, environmental,
legal and other that influence the marketing activities of an organization. Marketing department
of respective company is require to analyse all these factors before formulating their
strategies(Kuntonbutr, 2019). As Cadbury is delivering its product all over the world, it is

affected by modification in tariff, foreign trade policy and trade wars between different
countries.
Process of Marketing
Marketing process of Cadbury is divided in four steps, that are given below:
Step-1: Firstly, Marketing Managers of organization carries out survey and gather data
from potential buyers. With the help of market analysis they collect information regarding
demand, needs, requirement of consumers. It assist them to provide better services to end users.
Step 2: After collected data from buyers, marketing department of company formulate
strategies and plans to attract consumers. They design customer centric advertisements,
campaigns, promotional activities to sustain and grow in competitive market place.
Step 3:At this stage Management team of Cadbury formulates unique marketing plan that
enhance the visibility of their brand and deliver value to consumers(Chernev, 2019).
Step 4: In this step they also focus on post sales activities to enhance customer's
experience as well as delight them. They get in touch with end users after sales, it helps them to
retain consumers as well as creates brand equity.
Managers are the key person of a company. They perform various functions as well as
activities in order to achieve organizational gaols in an efficient manner. The roles and
responsibilities of marketing manger of Cadbury are discussed below: Product Designing:This method concentrate to deliver quality, innovative and new
products to consumers. It is the role of marketing team of Cadbury, to produce
innovative and unique products to satisfy their target segment. They should focus on
improvement of the designs of its products so that they can retain their existing buyers.
 Brand Value : To get an edge over the competitors it is essential to create a positive
brand image. Marketing team of Cadbury focuses to create goodwill and positive value of
brand in the market place. It is the responsibility of managers to differentiate their brand
from rivalries in order to survive and grow in the competitive market for a longer period
of time(Stewart and Gugel, 2016).
 Market Research:It is one of the most crucial task of marketing department of an
organization. They should examine the market trend to evolve innovative as well as
unique product. Top management team of Cadbury is responsible to do extensive
research to full fill need and requirements of end users. It has been analysed that the role

of marketing manager is to utilize the collected data in an effective manner in order to
retain their buyers and to earn high profitability.
 Exchange Function:As marketing is an exchange function where goods as well as
services are exchanged for money by marketers and buyers. It is monitor that the role of
marketing team of Cadbury is to perform this function efficiently so that they can earn
potential profits. They adopt an effective method to distribute their products to buyers. As
the company has its retail stores as well as distributors all over the globe that make it easy
to exchange goods with consumers.
P2 States important roles and responsibilities of marketing is relate to the wider organisational
context.
Ideas of marketing involves advertisement of product, activity and fulfilling consumers
demand. It is very crucial and valuable part of business organisation. In every company,
functions of each department is interrelated with other sections and this will help them in
attending predetermined goals and objective of company. Furthermore, in relevance to selected
firm, all department are interconnects with others in order to understand the function of company
and that helps them to make effective decision for betterment of firm. Marketing and HR : Main function of human resource department is to appoint and hire
qualified candidates within company. Along with that they manages all policies and
procedures within company. Marketing department promote vacant job post in market
place which is assist by HR manger to hire best and suitable candidate for that vacant
position(Mishra and Modi, 2016). In context of Cadbury both HR and marketing
department maintain effective relation with each other for maximizing productivity and
profitability in order to accomplish organisational objective. Marketing and finance : It is examine that finance department plays a vital role in each
company. They manages all investment, cash outwards and cash inwards and keep record
of all transactions. In context of Cadbury, when a marketing department needs fund for
promoting advertisement of their new product that time they need to involve finance
department to investing money in promotion. For that it is important to maintain
coordination among finance and marketing department for enhancing growth and
development of company.

 Production and marketing:Production refers to converting raw material into finished
goods. Main purpose of making department is to analysis the need and demands of
customers in marketplace. In relevance to Cadbury organisation, they identifies
consumers trends and wants and then production department will follow that trends to
manufactured goods for satisfying needs of buyers. Marketing and sales: In current competitive marketplace it is essential to increase sales
ratio of company. For this managers of company need to retain their potential customers
by supplying them good quality products according to their preferences and demands. In
context of Cadbury, marketing department of company identifies the needs and demands
of consumers before giving them products. For example, people who are health concision
prefers sugar free chocolates so they will manufactured sugar free chocolates for
satisfying their consumers demands in terms of customer retention(Thomas, Chappell
and Bright, 2020).
 Marketing and RND: functions performed by research department is related with
researching, testing and many more and which is carried by high expertise ,
knowledgable and skilled personnel. So this department requires lost of investments . For
that Selected company mainly focused on RND division. Data and information collected
by RND helps marketing department to analyse demands of buyers.
In context of Cadbury they maintain effective terms with each department for
accomplishment of organisation goal and objective. True measures are to be opt so that it will
become easy for company to identify conflicts and furthermore, it is essential to maintain healthy
and positive workplace environment for maximizing the performance of employees & which can
only be done by maintaining good relation among each workers of all department.
TASK 2
P3Analysis of company in that way to apply marketing mix between a two different businesses.
Marketing Mix is a strategy or a tool which is used by marketer to promote their brand
and establish it in marketplace. In context of present scenario, Cadbury and Nestle is chosen as
the base company in order to conduct an effective comparison on the basis of marketing
mix(Cascio and Graham, 2016). Cadbury Marketing Mix(7PS) Strategy and Comparison with
Nestle

ELEMENTS OF
MARKETING MIX
Cadbury Nestle
Product
Product refers to actually
being sold. It is tangible and
physical item which is sell or
buy. In product category not
only chocolates but other
products also like desert and
beverages. There are lot of
company products like eclairs,
dairy milk, five stars, Fruit and
nut, and Perks. Cadbury is a
well-known brand belongs to
beverages sector and offer
product in various categories
such as chocolate, biscuits,
milk additives etc. Biscuits it
offers under the brand name
Oreo and in milk additives it
offers Bernita.
It has been analysed,
There are variety of
products not only
chocolates and beverages
but it is a provide a healthy
food for customers. For
example, Ceralac it is baby
product and full of nutrient
and also serve energy
drink for a working
officials. Nestle is also one
of the biggest competitors
of Cadbury which deals in
four product categories. It
includes Beverages in
which it offers coffee
under the brand name of
Nescafe Milk products
which includes Nestle
slim, Nestle milk maid;
cooking aids such as
Maggi noodles, pasta,
sauce and in chocolates it
offer KitKat, Munch,
Milky bar, polo etc.
Price
Price refers to put value for a
product. Pricing is a important
component of marketing mix it
Nestle price strategy are
different because there
product are less expensive

helps to determine costing of
product. Price also affected
sale and profitability of
company. Cadbury product
price according to its quality.
For example like Bournville
price is high(Chaffey and
Smith, 2017).
as company. It is vary
often to see that price
variation according to
product sized. For example
Maggi is only available in
market at costing Rs 5 only
and 16 pieces find in
Maggie packet. It is
maintain both quality and
price.
Place
Cadbury have strong
distribution channel. It is a
one of leading company across
globe and products are
available all over world and
carter to huge customer
segment. It's impact on
business profitability also
increase revenue
In contrast of relevance
firm, Maggi and Nescafe
are two products of entity
which a greater demand in
market so used European
distribution channel. They
provide discount to a
distributor on a various
products. Most of sales and
revenues come from
European countries so they
follow FMCG channels of
distribution.
Promotion There are various way to
promote product through
advertising, Public relation,
Discount and Rebate. Cadbury
used to various method to
promote their brand like
advertising, posters, online
In refer of firm, Used
different promotional
strategy they focus
extensive advertising like
Maggi only prepare a 2
minutes as snakes so show
a value of brand in eyes of

radio and news
paper. Various kind of tag-
lines is used different product
range of cadbury like “ Kuch
Meta Ho Jai”. Entity promote
their product with help of their
famous personality to make
impression in mind of
customers.
customer. It is strong
product portfolio because
use a above market line
strategy and shows a
different from its
competitors. They use
various method to promote
their brands billboards,
newspapers, TV
commercials, posters etc.
People
Cadbury recruitment those
people who are fully trained
and capable for doing
particular job. It is included
Sales representative and
Customer service assistant.
Those have specialized in own
field and solve queries of their
customer
Employees recruitment
within firm used to support
of growth strategy of
particular product. Main
objective of firm higher
those individual have
Potential to easily handle
particular job.
Process Each and every company has
possessed own process. It is
included Function, Activities,
Technology and Task.
Cadbury used a advance
technology for manufacturing
product. In that way which is
used a particular method to
easily fulfil requirement of
Indian customer. It is a
conduct a very smooth
In context of Nestle, there
are smooth processing
manufacturing of product
and work is handle by a
management team. It
includes team can track
requirements of customers.
Main focus on packaging
of products and it's a
change according a user
demand(Chong, 2017).

process. Those techniques
which is used like vending
machine for manufacturing
products.
Physical Evidence
Physical evidence refers to
everything your customer see
and interacting with your
business. It includes
Packaging, Branding Layout
or Interior design. Cadbury
have a great physical evidence
in the numbers of returning
visitors, customers feedback,
and a frequently high score in
the review of retailer survey.
In consider of Nestle, It is
global company so know
about there customers
accordingly creating
evidence connectivity. It
has been setting up coffee
corners with their logo of
Nescafe in vending
machines. As a evidence
use promotional tool and
strategy which is
attraction for end users.
TASK 3
P4 Form and assess a basic marketing plan for an organisation.
Marketing plan refers to comprehensive report which includes various marketing plans
and strategies of a company required for communicating to their potential consumers. It helps to
identify target and competitive consumers present in market. In current context of Cadbury,
management team of company decide to establish new product, which are made up of natural
ingredients and free of sugar that attracts ample number of consumers.
Company Overview-
Cadbury, a second largest confectionery company across the world. It was founded by
John Cadbury in 1824. They distributed their products widely and sold in many countries .It has
biggest supply chain of brand like Cadbury, Halls, Bubblicious, Bassett etc. Some of Cadbury
products are bars, desserts, ice cream, beverages, cookies, biscuits, etc. They target all types of
consumers like small, large and medium which help them in expanding their product line. By
launching new technologies they developed their business in most effective way.

Mission &Vision
Mission ideas focus on present as what is happening in market whereas vision focuses on
future that what organisation want to become. Main objective of company is to supply a good
quality products to their consumers(Bailey, Albassami and Al-Meshal, 2016).
Objective of company- To become one of the best and leading company in confectionery
company as well as seeks to perform better in comparison to other players of market for
enhancing profitability.
Marketing objectives
 To provide full satisfaction to their consumers by offering sugar & chemical free
products.
 To enhance sales ratio by 35% while launching new product. To attracts ample number of buyers by providing good quality of products.
STP Approach:
When it comes to marketing plan and strategies, that time STP approach helps
organisation in order to give a path for execution of plans, activities & to identity the position of
firm. This methods is mainly used by researcher for conducting marketing strategies in a proper
manner. STP stands for segmentation,Targeting and Positioning which means to segment
potential consumers of different sectors, target capable buyers along with positing services at
marketplace(Verma and Singh, 2017). In relevance to Cadbury, it is important for them to
segment and target appropriate consumers to make maximum profit. STP model for selected
organisation are as follows:
 Segmentation- it is a methods of subdividing markets into small segment which bears
similar needs and behave in same way. It is carried out on the basis of geographic,
behavioural, demographic and geographic. For instance Cadbury temptation are meant
for those who are wiling to pay more or prefer dark chocolate. Segmentation of entire
market for Cadbury Bournville is done on these three elements:
1. Behavioural- Quality services, medium usage rate, occasionally.
2. Demographical- age 12-18 years, 18-30 years.
3. Psycho graphic- Socio economic classes A1,A2, B1,B2,C,D,E1,E2 Targetting- After segmentation,targetting of potential consumers comes in which capable
and potential consumers are targeted on the basis of demographics. In context of Cadbury

bournville, it is meant for those who loves chocolates. They aims 12-30 years old section
A segment. Positioning- It refers to image of brand in market. It depends on perception of consumers
for a product. It differentiation company who offers same product and competition in
market. Buyers always attracts towards creativity, innovations and those product who
have good image in marketplace(Deepak and Jeyakumar, 2019). Cadbury have good
image in marketplace and posses a good position for those who are looking for
international taste of chocolate.
SWOT analysis of Cadbury :
It is carried out trough the management team of company to identify their internal
strength and weakness as well as external opportunities and threats. this help them to make
effective strategies and plans according to situation(Gunawan, 2020). Managers of Cadbury
conduct SWOT analysis for identifying their capabilities and potentials which is follow as:
STRENGTH WEAKNESS
 Cadbury posses strong and well
established brand at marketplace
 Have huge market share 70%
 Rich in product mix.
 In rural market, lack of penetration
 Ample number of people suffer from
diabetes, cholesterol disorder.
 Some segment feel cost of dairy milk id
high compare to Amul milk chocolate.
OPPORTUNITES THREATS
 To increase share by targeted
acquisition.
 Innovation on captured market
 Enhance acceptance of Globalization in
sector
 Competitive threat from Nestle and
Amul
 Entry of International brand
 Controversy and negative publicity.
Marketing MIX ( 7ps)
It has been found that is the main element of marketing strategy which help company in
obtaining the competitive advantage at marketplace. In context of Cadbury, management team
conduct market mix which are as follows:

Product: By offering products according to customer demands and preferences like sugar
free chocolates, they can maximize their profitability.
Price: On the basis of Cost leadership strategy, Cadbury can adjust their cost price of
product without minimizing the quality of products.
Place: By opening their own outlets they can enhance their sales and profit as well as by
providing more services at rural areas they can enhance their business productivity.
Promotion: With the help of digital marketing, Cadbury can influence ample number of
consumer towards their product.
People: In order to promote new product company need to hire some skilled and
knowledgable candidates in r&d department as well as use some tools like CMR to examine the
preferences of customers.
Process: For producing sugar free chocolates, company needs to add some natural
ingredients rather than chemical for making sugar free candies or chocolates.
Physical evidence: In this the produce that company wish to launch would be have
proper labelling and branding with the logo or tile of company.
Marketing Budget:
While making any plan, it is necessary to be aware of budget that is required for
execution of plan. finance and audit team manages this function, they prepare notes of
transaction on daily basis.
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000 45000 13000 14000
Marketing outlay
Sales publicity 2300 2000 2000 2000
Direct selling 4900 4500 2000 2000
Promotion 6000 2500 6000 3000
Total 13200 9000 10000 7000

Evaluation of marketing plan:
Sales analysis- It is a technique used to measure data of performance and progress of sale
within organisation. So that it will become easy for company to identify weaker section,
problems and reason of errors and many more.
Advantages-
Consumer branding- organisation always try to take feedback from their non costumers
in order to make changes according to them. Hence company will be able to analyse that what
people thinks about their products(Vereecke and et.al., 2018).
Disadvantage-
Technical knowledge- Sales analysis is done by those people who have great experience
and technical knowledge related to that filed.
Cost - It is examine that few of organisation hires outsider counsellor for sales analysis
and which requires lot of investment so sometimes it becomes demerit for firm.
CONCLUSION
From above report it can be concluded that marketing department plays a vital role in
every organisation in order to pull in ample number of consumers. This report successfully
depicts the role and responsibilities of marketing & interrelation of other department. Moreover
it compares two organisation for better understanding of marketing mix. At the end of report
marketing plan of chosen company was performed.

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