Marketing Mix for Modern Businesses

This assignment delves into the contemporary marketing mix, emphasizing its evolution beyond traditional elements. It examines how brands utilize digital media for marketing and public relations, explores the relationship between brand awareness and market outcomes, and analyzes the integration of sustainability into marketing strategies. Students are expected to demonstrate an understanding of key marketing theories, research methods, and practical applications in today's dynamic business environment.

MARKETTING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the role and responsibilities of marketing functions.................................................3
P2 How roles and responsibilities of marketing relate to organizational context.......................5
TASK 2............................................................................................................................................8
P3 Marketing mix to the marketing planning process................................................................8
TASK 3..........................................................................................................................................11
P4 Marketing Plan.....................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is an activity which is used by a company to distribute their products and
services to customers. It is a process which include selling, advertising and delivering products to
target market and people. This should be carried out with utmost perfection so that they can
attract large number of customers from their products and services. Personnel operating in
marketing department should develop attractive designs of products which will seek attention of
consumers towards their products. Cadbury is a organization industry which deals in
confectioneries which wad established in 1824 with its headquarters in London, United
Kingdom. It is second largest confectionery enterprise and operates in more than 50 countries all
round the world (Silberschatz, Galvin and Gagne, 2014). Company has strong hold in various
food items like chocolates, candies, snacks etc and from them, Cadbury Dairy Milk has
encountered maximum sales. This assignment will focus on important roles and responsibilities
of marketing functions. Different ways how the company apply marketing mix in their planning
of marketing strategies to achieve business objectives and goals. A basic marketing plan is also
described in this project
TASK 1
P1 Explain the role and responsibilities of marketing functions.
As mentioned above that marketing is a process which help company to make their
products available for consumer use and on timely basis. It is necessary for company to make
effective marketing plans to execute their plans. Strong distribution of products and services
helps company to make a strong position in market and retain that position for long term.
Cadbury is considered as the most finest confectionery company and has large number of loyal
and satisfied customers. From so many year, they have created a strong brand image in
customer's mind and hold a large market share. It gives tough competition to industries which are
in same sector due to their strong marketing and distribution strategies. Managers has to perform
appropriate research so that they can get relevant information about recent trends as well as
customer's preferences (Ormrod, 2014). This help them wile developing products strategies.
They have to put contentious efforts towards their plans so that they can retain their position and
achieve desired success with maximum profits. In order to fulfill consumer needs and

requirements, marketers have to include different marketing functions in their strategies. Some of
them are described below:
Market analysis: Managers of marketing department perform their research on market in
order to get information about consumers tastes and preferences, competitors, etc. This is
necessary for them to carry out as they can make their plans and develop their products
according to that (Papasolomou and Melanthiou, 2012). There are some dimension which are
necessary for managers to perform market analysis and those are mentioned below: Market size: It has a vital part in analysis of market as it give information related to
competitors. More the size, greater number of rival will be present in market. Managers
of Cadbury should ensure that their products should fulfill all desires of consumer as they
can easily switch towards rival products. Pricing strategies should be done by considering
customers spending habits. It should not be too high or low as consumer can get the
perception of bad quality. Growth rate of market: Before making any investments, it is essential for Cadbury to
about growth rate of that particular market. This give them information about how long
that market will last. If it is likely to grow then they can invest their money, if not they
should not go for any investments (Hair, 2015). This help company to formulate
strategies and executes their activities in growing market so that they can earn more
profits.
 Market profitability: Every company establish their business to make profits. Cadbury
should see which market segment has a good ratio of profitability then only should invest
their capital. If any segment has low ratio, then they should not waste their energy and
capital. They can calculate this ratio by considering some factors like buying and supplier
power, entry barriers, etc.
Market planning: It is a type of business report where different marketing strategies and
tools are outlined. It is made for the coming year and covers many things like business goals and
objectives, steps to achieve that, different costs, etc. Cadbury design their market plans by
considering all essentials to make it efficient. This document give them appropriate direction to
focus their energy and capital in particular way to achieve desired success and timely
achievement of set goals.

Product designing and development: It is necessary for company to develop and design
new products so that they can maintain interest of customers in them. Product development
department should implement innovative ideas to manufacture unique goods which have the
capability to attract customers (Terpstra, Foley and Sarathy, 2012). It is also very important to
make those goods in attractive and creative design as they encourages more sales as compared to
those which have unattractive designs.
Promotion: It refers to activities which communicate about features and characteristics
of products and services. This is done to make people aware and attract them towards their
goods. They can use different types of promotion tools such as advertising, press release, sales
promotion, public relation, direct marketing, etc. Cadbury uses effective promotion methods to
increase their sales.
Distribution management: For making products available on time, it is essential for
company to have strong distribution channel. Proper management should be done by managers
associated with this to oversee the movements of goods from production house to target market
and consumer. It include many activities such as packaging, warehousing, supply chain, etc. This
ensure increase in sales and more satisfied clients if they get desired products on time.
Marketing information system (MIS): It is a system which provides with necessary
information related to marketing, financing, product development, pricing, packaging,
distribution, media selection and promotion. This provide timely information which can be used
to make effective strategies and help in keeping past and present records of company.
Financing: If marketing stands out to be successful, it encourages inflow of revenues to
the company which helps in increasing the funds that can be used to pay for business operations.
This also help company to expand their business venture into new markets.
Pricing: This plays an important role which help in determining market success and
profitability. Company can sell their products at low price at the time when other competitors are
selling their goods at higher prices. By offering affordable price rates, they can attract more
customers at a time which leads to more profitability.
Above are some critical marketing functions that should be included in plan and activities
of marketing to make it more effective and efficient. This will ultimately seek attention of
customers and leads to more revenues and profits flowing to the company.

P2 How roles and responsibilities of marketing relate to organizational context.
Marketing involves certain activities which is associated with buying and selling of
products or services. There are many roles and responsibilities of different departments of
organization implementing successful marketing of products and services. If there is strong
communication between departments, then they can execute effective strategies and achieve their
objectives and goals on timely basis (Martin, Campbell and Harmsen, 2014). Cadbury company
uses various marketing tools to enhance their strategies and focuses mainly on customer's needs
and wants. They tend to produce those products which are mostly preferred by consumers and
sell them at affordable price. Different roles and responsibilities of marketing related to Cadbury
is given below:
Quality of product and services- It is necessary for Cadbury company to manufacture
high quality of products as they have strong reputation in market and large number of population
prefer their products. If they compromise with quality, then they will start losing the trust of
people and ultimately leads to loss to company. Quality team should ensure regular check up of
products they are manufacturing and discard those which are not suitable for consumption. High
quality increases customer loyalty toward organizational services. Cadbury is very cautious
about their quality of products and services. This also enhances profits for company.
Research and development department- Every organization should must have one
research and development department which should carry out all the crucial research related to
customers like, dislikes, tastes, preferences, expectations, requirements, recent trends in
marketing, competitors, pricing, etc. As Cadbury is a reputed company, so they should do all the
prior research on their target customers and markets and provide with all relevant facts and
figure to associated departments so that they can carry out their further decision making process
(Baker and Saren, 2016).
Customers services- Main aim of every organization is to provide best customer
service to their target clients and consumers. If they are satisfied with the products and services,
they tend to prefer them over and over again and thus company build their loyal customers.
Marketing department of Cadbury should try to make best strategies and plans according to
demands and requirements which can give utmost satisfaction to their customers. This ensures
maximization in profits and revenues.

Production and operation department – This department help Cadbury company to
produce high quality of confectionery items by considering customers requirements. If products
fulfill the desires of customers, they seek their attention towards them and consumer prefer them
against rival company (Jones and Rowley, 2011). Firm should also try to manufacture unique
items by implementing innovative ideas and machinery in the production, which can increase the
competitiveness with other competitors. Managers should ensure regular check up of quality of
products and manage all their activities with utmost precautions as customers health is directly
related with their products.
Human resource department- This department is considered as backbone of any
company as they provide them with highly talented and skilled employees who have the capacity
to increase their sales and profits and can attract more and more customers towards them.
Cadbury company have proficient HR department which is highly efficient in their work. They
provide them with all necessary requirements like raw materials for production, highly qualified
employees, important facts and figures about markets, proper management of all resources, etc.
Their main function is recruitment and selection and provide appropriate training to new as well
as existing employees. This increases their confidence of working and ensure smooth functioning
of business operations. New candidates provide company with new and innovative ideas which
can be implemented in product development. This enhances quality of products and more profits
to company.
Marketing Department- This is the most important department of Cadbury which plays
a crucial role in marketing and distributing products and service manufactured by them. With
effective marketing plan, they can achieve high market share and give tough competition to their
rival teams (Babin and Zikmund, 2015). Marketer can apply different functions and marketing
mix in their plans to increase its effectiveness and execute their activities according to that.
Cadbury has a strong hold in market due to their proficient and effective marketing strategies.
Through marketing, company can connect with their customers and make a good relations with
them. It also help company to achieve shot term as well as long term goals and objectives of
company and retain its position in market.
Finance department- It also has an important part in success journey of Cadbury.
Company should have appropriate funds to carry out their business operation smoothly. Without
funds company cannot implement their activities. Department manages all financial transactions

of company which can be related to earning profits and revenues, bearing losses, etc. It is
necessary for company to reserve their revenues so that they can use it in crucial times and can
expand their business to other countries also. Funds is required at each step of business. Effective
funds ensures achievement of goals and objectives of company on time. HR manager can help
finance department by providing them talented and skilled employees who have the desired skills
to manage all activities and income of company.
Technology department– This department provide company with highly efficient
technologies and machinery which will be required while manufacturing of products and goods.
Company should buy recent technologies to prevent from lacking behind from other competitors.
It help company to develop products which are able to fulfill customers requirements and needs.
With effective technologies, employees have less workload and pressure and they can get timely
information. Cadbury always implement new or advance machinery in their business operation
in marketing, advertising, manufacturing, designing, recruitment, finance and others. This help in
efficiency of production and leads to company profitability. It also reduces waste discharge and
protect environment by managing it effluents.
TASK 2
P3 Marketing mix to the marketing planning process
Company uses marketing mix to achieve their goals and objectives which are related to
marketing. They refer to different set of actions, tactics, or techniques to promote their brand and
products in target market. Their are 7Ps which include price, place, product, promotion, people,
physical evidence and process. Comparison between Cadbury and Nestle 7P's which are
discussed below:
7 P'S Cadbury Nestle
Product Cadbury is a well known and reputed
organisation which provide different
confectionery products. They design
and develop product according to
customers like and dislikes so they
prefer them over rival teams (Wilson,
2014). They mainly manufacture
Nestle is also a well known organisation
and a strong competitor of Cadbury. This
organisation mainly manufacture
beverages, milk products, different
dishes and other items. Through these
products they have captured the attention
of large number of consumers. But due to

chocolates, candies, crunchie, caramel,
boost, etc. Main objective of this firm
is to provide quality products and
services to customer's and market
according to their wants. For this they
need to implement proper marketing
tools to analysis their target market and
customers and manufacture goods
according to their demands and
requirements. This will initiate good
and strong relations with their
customers.
some strong competitors, this firm was
not able to build their appropriate
position in market as Cadbury has.
Products of this firm has less impact on
market as well as customers as compared
to Cadbury. This organisation produces
high quality products and try to establish
a strong hold on markets so they can give
good competition to Competitor.
Price Cadbury formulate price strategies
according to customer spending habits
and affordability power. They set
economic price for products so that
customers can buy them easily.
Pricing is a most important factor
which help company to function
smoothly and carry out organisational
expenses such as employees income,
business operation costs, product
costing as well. Cadbury always uses
appropriate pricing strategy to rule on
target market (Armstrong and et al,
2015).
Nestle also set affordable prices for their
products so that customers can also buy
there products. To seek attention of
consumer towards them, they try to make
various changes in their products and
services. More changes sometime leads
to numerous loses for firm. For this,
organisation needs to provide effective
cost to their customers and manage
quality of products as well.
Place Cadbury is a well known organisation
which provide unique products and
services all round the world. By this
they can reach customers across the
Nestle also provide their effective
services in several countries but their
hold in market in not good and
appropriate. This organisation has good

globe. It is necessary for them to have
strong distribution channel so that they
can make products available to
customers worldwide. It help them to
build loyal and strong relation with
consumers.
collaboration with different organisation
to build their effective market share.
Their distribution channel is not strong as
compared to Cadbury. They need to
make effective plans to make their
channel effective so that customers can
get products timely.
Promotion Cadbury always uses different and
effective promotional tools which
impacts positive effect on their sales.
By promoting products and service
they can increase the attention of
customers towards their products. This
encourages sales and leads to more
profits. They use appropriate marketing
and promotional tool as internet
promotion, paper marketing, e-
marketing and advertising through
social media to build appropriate
relation with target customers easily.
Through this process they always
introduce their new products and
services in market by new and
attractive advertising or promotional
tools that helps to capture customers
eyes toward their services
Nestle not appropriate promotional and
this is the only reason that they do not
have a strong customers. Promotion is a
essential requirement for a firm because
it helps to introduce new product and
services in target market. So for this
Nestle needs to use different and
innovative promotional ideas in their
organisation to grab effective marketing
opportunities easily.
People Cadbury is a well known and huge
organisation. They have a large
workforce who produce quality
products and services according to
Where as Nestle has not that much
workforce because they do not operate
on large scale as compared to Cadbury. It
is necessary for them to make good

customers demand and need.
Employees of Cadbury are talented and
highly skilled and are capable to
understand customers expectations.
recruitment and selection procedures to
hire candidates which can encourage
profits (Huang and Sarigöllü, 2014).
Process Cadbury always uses innovative ideas
and advance technological equipment
in their processing, this process helps
to reduce extra wastages and time.
They formulate effective procedures
and select best methods from that and
implement that in business operation. It
enhances productivity and increase
profitability.
Nestle is not using unique and different
procedures and rely on traditional
methods for their production of goods
and services.
Physical
evidence
Cadbury always uses different kind of
methods and technologies to receive
various advantages. They use blogging
or social networking site to get
feedback of customers toward their
organisational services and products.
This help them to implement feedbacks
to improve their products and re launch
it in the market with modified
characters.
Nestle not uses such methods to provide
effective service to customers. This the
only reason that they are not able to
understand their customers demand and
fails to produce effective goods as well
as services.
TASK 3
P4 Marketing Plan
Executing a marketing plan which is made by management of Cadbury for achieving
targets for a long span of time. Many benefits can be gained by organisation at a place of market.
Managers of marketing should be effective within a nature as well as while making a plan they
have to consider some components which are given below:

Background of organisation
It is a confectionery company which give various chocolates goods to their customers at a
cheaper cost. It was established in 1824 by John Cadbury in UK.
Vision of Cadbury
Organisation vision is to formulate a brand as a lovable user while working with each
other (Gordon, 2012).
Mission
Cadbury means its quality. Hence, its mission is to give a quality of services as well as
products for satisfying customers needs and wants.
Objectives: Cadbury main motive is to attract higher numbers of buyers by giving quality of
services and products. Their are SMART objectives of an business are given below:
 Increase revenue of company by 4 % in two years Enhance expenditure of advertisement by 5% for next year.
SWOT analysis
Strength: Rapidly improvements in products and services quality of Cadbury is its main
strength. In multinational company which has almost 71,658 workers which help them in
increasing revenue by 4% in a proper way. They are selling their products within 50 countries
along with that rapidly expansion of enterprise by making a long-lasting relations with their end
users (Sheth, 2011).
Weakness: Their are many competitors such as Wrigley/Hershey and Mars which are
providing a strong competition in a present market. They have to execute new techniques for
gaining a competitive advantages at a place of market. They have to spend more for
advertisement by 5% for next year. Therefore, higher rate of goods also make a decline in
numbers of customers.
Opportunities: Enterprise expansion in developing countries such as India, South Africa
and many others done by firm. Besides this, investing in their enterprise may help organisation in
increasing its profitability. They are having resources which will help in attaining goals.
Threats: Fast increasing in rivals at both international and domestic market may create
loss to organisation. Along with that, taste as well as preferences alternatives can hamper
conditions. Hence, it is necessary for management of firm to formulate a plan for better
understanding about users wants and needs (Leonidou Katsikeas and Morgan, 2013).

Goals and objectives of an organisation
Management of Cadbury are change their goals and objectives on time to time basis.
They create long and short term objectives in order to gain high profitability as well as market
share. Cadbury has develop strategies related to market segmentation, targeting and positioning
that help to achieve goals and objectives in an accurate manner. The aim of the company is
increase reachability and provide high quality product and services to their potential buyers
which enhance brand value at market place (Enache, 2011).
STP's strategies
Segmentation: Manager of the firm segment their target consumers according to their
age, sex, lifestyle, income, perception and many more. they develop various strategies that help
to segment clients according to needs and wants.
Targeting: Which kind of consumers firm are needed to sell their product and gain high
satisfaction. Management of Cadbury target their buyers according to geographical,
demographical and physiological basis.
Positioning: It is a manager responsibilities to know clients needs and wants that helps to
develop product according. Through this, firm are capable to increase buyers satisfaction.
Cadbury are establishing strong positive brand image in front of consumers by offering quality
goods and services.
Competitive analysis: Management of the company are develop strategies in order to
compete competitors at market place in an effective manner. Through this, firm able to achieve
profitability. Manager are need to know their competitors product and services and find out how
it is different from firm goods (Menegaki, 2012). In this, they are cover price, packaging,
promotions activities, advertisement and many more. Identify target clients as well as their
segmentation which help to know rival strategies and plan.
Marketing budget: Management of Cadbury are construct marketing budget in order to
meet all requirement in an effective manner in given time frame. Manager make month by month
schedule of budget plan and spend money accordingly. In this budget, manager are consider
various elements that are initial capital, investment, advertisement or promotional activities
expenditure, direct selling and many more. All these factors are help to develop marketing
budget effectively.

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 7000 7000 15000 12000 13000
Investment of finds 15000 26000 35000 15000
Net Total 7000 22000 41000 47000 28000
Types of marketing
Promotion activities 5000 7000 7000 9000 10000
Advertisement or
publicity of Cadbury 12000 12000 15000 15000 18000
Direct selling activities 3000 4000 4000 6000 6000
Grand Total 200000 23000 26000 30000 34000
Implementation: Management of the firm implementing changes and strategies at work
place effective which improve quality of product and services. By this, they are able to improve
employees productivity and performance as well. Activities that are related to marketing plan can
helps to hit goals and objectives in both efficient as well as effective way.
Evaluation: At the end, administration of Cadbury has evaluating whole marketing plan
and make modification if needed. Barriers and obstacles are being reduce by firm in order to
manage whole business task accurately (Pomering, Noble and Johnson, 2011).

Making a marketing plan of business help in organisation entity to innovate its all details
in a proper planned way. It is necessary part of progress as well as enterprise development. In
this plan various components include like as external and internal analysis, STP, vision, mission,
objective and background. So that, this plan give advantages to company for increasing revenue
as well as sales in limited period of time.
According to (Lovelock, 2011), plan of marketing include 7Ps for giving consumers
satisfaction to a organization. It lead firm to formulate strategies under product, price, place,
process, promotion, people and physical evidence. Hence, these all parts define all over
performance of Cadbury as well. This plan aim this company to describe a buying power of
suppliers as well as buyers.
CONCLUSION
As per the above report it has been summarized that, marketing is an essential activity
which should carried out properly to ensure more profits and revenues in flowing to company.
Proper research should be carried out prior formulating marketing strategies as it gives the idea
about customers tastes and preferences and target market. By satisfying needs of consumers,
company can build good and strong relations with them. Managers can also apply different
functions and 7P's of marketing mix in their plans to increase it effectiveness. This also provide
company with appropriate directions to execute their plans. Marketer can implement unique
ideas to enhance distribution of products and services and make their goods available to market
as well as to customers. Cadbury is implementing all necessary tools and techniques to maintain
its position in market. Different departments work together to achieve business goals and
objectives on time.

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