Understanding Marketing Essentials

This assignment delves into the core principles of marketing. It requires students to define key marketing terms, such as the marketing mix and pricing strategies, while also explaining their significance in a business context. The document provides numerous examples of marketing applications, showcasing how different concepts are implemented in practice.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Role and responsibilities of marketing in context with widening an organisation...........3
TASK 2............................................................................................................................................6
P3 Comparison of two organisation on the basis of marketing mix techniques....................6
P4 A marketing plan for Cadbury..........................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of the most important part of management in today's competitive world.
It refers to activities used for promoting brands of a company at marketplace which enhances
sales performance. For creating and satisfying needs of customers, it is used as an essential tool.
Marketers takes consumers as target employers and stakeholders as family who support in
accomplishing their objectives. With this assistance, this assignment shows marketing strategies
of one of a reputed company Cadbury (Babiuk, Braun and Campbell, 2015). It is a multinational
confectionery organisation of UK, which operates the business in more than 50 countries
worldwide. In context with marketing concept, this report has divided in three parts in which-
First part relates with roles and responsibilities of marketer. Second one compare ways strategies
of two companies and last part evaluate a marketing plan. The main purpose of this report is to
analyse importance of marketing in an organisation. It identifies what kind of techniques should
be used in promoting so that a company can increasing the desired sales.
TASK 1
P1 Key roles and responsibilities of marketing function
Activities of marketing are mainly used to identify the trends of marketplace and
demands of customers. Therefore, management team of Cadbury always look out how to build
profitable relations by using consumers driven strategies in order to provide best quality of
products among them. Members associated in this department helps in promoting its product
which increases sales performance as well (Bačík, Štefko and Gburová, 2014). Marketing is a
combination of research, customer service, development process of products, advertisement and
sales of a company.
Functions of marketing:
These functions are responsible for growth of company's business through market
research, product development, planning, distribution etc. These duties are done by using various
strategies of management with the help of sales support system, research and development,
finance and human resources department. Functions of marketing are divided into five major
concepts which depict the main role and responsibilities of members at Cadbury. It includes-
marketing, societal, selling, production and product concept, which can be described as:-
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Marketing Concept: This concept is related with requirement of marketers to deliver the
best value of products or services of a company. It depicts brand image and value of an
enterprise for connecting customers with products (Zeuch, 2016). Using such concept,
management can enhance brand value of products in marketplace in order to gain competitive
advantage. It is done by spreading information about goods to consumers in a large number.
Selling Concept: It is one of the major concept which every company should keep in
mind in order to increase the sales of products or services. For such process, marketing team
should build effective strategies. It helps in advertising products for attracting minds of
customers towards the same.
Production Concept: For increasing production rate of a firm, marketers must use this
concept. It depicts that consumers always look out which product they can get easily in
marketplace (Dudu and Agwu, 2014). They are always focus on availing the best quality of
products at an affordable price.
Product Concept: Customers concerns on purchasing such products which have value for
money as well as good quality. If a company produce or manufacture good products and services
then it is easy for marketers to promote the same. It helps in providing customer satisfaction and
to retain them with products.
Societal Marketing Concept: It shows requirements and desires of consumers for a
product. Using such concept, management can enhance productivity and profitability of a firm
easily.
Roles and Responsibilities of Marketing:
Cadbury is one of a reputed company known for its wide range of chocolate products like
Dairy Milk, Oreo Biscuits etc. It's marketing department helps in promoting such products by
creating a strong brand image at marketplace. They used the platform of Television and strong
distributor channels like social media and newspapers for promotions (Kennedy and Parsons,
2014). Managers provide information about product ingredients, flavours and benefits on its
websites and social media. Some major responsibilities taken by its marketing team for revealing
the innovative brand position can be explained as:-
Management Information System: It refers to a computer-based system which is used as
tool to analyse business problems. The MIS managers help marketing team to solve such
problems by designing some computer applications. Utilising the information given by this
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department, marketers can make effective decisions in promoting brands for achievement of
business goals and objectives.
Product Management: With the help of research and development department, marketing
team can identifies the need of modifications in existing products (Null and Lobur, 2014). It
helps in improving quality of products as well.
Pricing Strategies: Before making price strategies, an enterprise should knows policies of
its competitors. Management should try to fix rate of products which is easy for customers to
afford in order to get competitive advancement. Therefore, marketing team helps in identifying
purchase power of consumers and price strategies of competitors.
Distribution: A company should introduce its products in a region from where they can
easily get their revenues. Cadbury distribute its products in such area which is occupied by major
portion of population. It helps in increasing sales performance as well as production rate of this
firm.
Finance: For increasing production and marketing its product, a firm needs ample
amount of money (Hacker, Gambone and Hobel, 2015). Without sufficient finance, an enterprise
is not able to purchase resources for production as well. Therefore, marketers also help in
identifying the area from where they can get funds in a required manner.
Selling and Promotion: This is a major role of marketing team to advertise a company's
brand. To sell and advertise products, managers of this department makes various strategies. In
Cadbury, managers always try to provide effective customer service by establishing a healthy
communication with them.
P2 Role and responsibilities of marketing in context with widening an organisation
Marketing department plays a vital role in enhancing the growth of a company and
accomplishing its mission. It serves as a face of organisation in marketplace. This department
helps in transfer, exchange and movements of goods by making it available for customers
through wholesalers and retailers. Managers conduct various activities for facilitating the transfer
of ownership between purchaser and seller (Wright, 2014). They help in raising the standard of
living of people by meeting their need in an appropriate manner. Population can be divided into
three major groups- rich, middle and poor. So, each individual or groups have its own desire.
Therefore, to complete needs of all categories, marketers provide the availability of products as
per their requirement.
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Purchasing, selling, financing, warehousing, bearing the risk and standardisations are
some major functions performed by marketing department. These functions provide employment
opportunities for people. In fact according to statistical reviews, 45% of total working population
are engages in this division. According to Kennedy, “ A company's continuous improvement in
production can only be achieved if its marketing team is sustain. It states that every activity
which is related with obtaining income comes in marketing approaches. Hence, performance of
this division is major concern for a company which affects overall its operations. Members
associated in this department always focuses on generating revenues and increasing market share
by promoting the products in a profitable way (Importance of marketing essentials. 2017). By
creating required time, place and ownership, marketing raise profits in process of buying and
selling the goods.
Merchandising acts a basis for making decisions in a business in order to achieve mission
of a company. Producers and consumers are directly connected by merchandiser (Mueller and et.
al., 2015). With the help of marketing, producer can estimate how much to produce and sell as
well as can regulate production as well. In Cadbury Company, merchandising is viewed as a set
of organisational process where its all members can participate in widening the business. Sales
department sometimes reveals a negative effect during interaction with customers. But marketing
divisions always strengthen the relation of organisations with their consumers. They have a
positive effect on market-oriented behaviour and performance of enterprises. Depending on type
of company, the responsibilities of marketing department can be revealed in widening business
as:-
Defining and managing the brands: Marketing department defines a company at
marketplace about its products and business (Kazmi, 2017). Managers along with team members
provide complete information to customers about business in which an organisation deal and
products or services it manufacture.
Managing the campaign: Sales performance of an enterprise can only be increased by
conducting campaign management. It helps in marketing initiatives for advertising products.
Before producing marketing materials, this division identifies requirement of materials for
promotional activities.
Producing marketing and promotional materials: Merchandiser takes responsibilities to
make available of all resources and materials need to advertise and campaigning the promotional
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activities. They always keep up-to-date technologies used in this and manages all resources in an
effective way.
Managing and monitoring social media: Before purchasing products or services, people
always go on websites of firm for getting complete information about the same. Therefore,
managers are responsible for creating and keeping content on websites (Kaplow, 2015). They
provide search engine optimization so that users can get instant result about information of a
company and its products. They also monitor and manage accounts of social media by ensuring
that users can get positive information about their services and products.
Interaction with employees: Performance and entire operations of an enterprise can only
be done with help of its workers. They are valuable assets without whom a company cannot
achieve its objectives and goals. Therefore, managers should try to provide them complete
information about values and priorities of company with effective communication.
Conducting customer and market research: Marketing department identifies the
potential of trends in marketplace, needs of people and buying power of them. This research
helps a firm what to produce as well as how consumers perceived their products.
Overseeing vendors: Marketing is the most complex task of an organisation. Members in
this division take responsibilities for selecting and managing the vendors and agencies. These
agencies help in providing materials and resources used by various departments including
marketing team. Print vendors, ad agencies, web providers etc. comes in category of vendors
who effect business of company in a large manner (Chiego, 2018).
Customer service- Providing good services to customers is helpful in getting their
retention in a firm. Thus, for getting better outcomes, marketing division uses tactful techniques
in order to meet people demand on time. Cadbury always ensure that its consumers will get
products as per requirement of them. It takes feedback and views of customers for producing
better quality of production.
Human resource: This department plays an important role in an organisation who
provides manpower to various division so that their activities can be done in a successful way.
Before providing human resource, this division judge knowledge, skills and abilities of each
employee as per requirement of job. Cadbury offers a wide range of products to customers and
has expanded its business in many countries. So, it need perfect employees in all departments
who fits best for a specific position. Therefore, human resource management helps in achieving
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the same. They support marketing team to build effective strategies for promoting and selling its
products.
TASK 2
P3 Comparison of two organisation on the basis of marketing mix techniques
Every organisation use various strategies and tactics to achieve their business objectives.
They always want to apply unique ideas in order to move ahead from competitors. For promoting
brands, enhancing production and increasing sales of a company, managers needs to introduce
concept of marketing mix techniques. This technique helps marketers to understand a product
using 7 P's via product, price, place, promotion, people, process and physical evidence. These are
used to review strategies of competitors also (Marketing Mix. 2018). Companies can use this
model of marketing mix in order to set objectives. It helps in conducting SWOT analysis in
following ways:
Product-service: This techniques helps in developing the production of an enterprise by
analysing trends of marketplace and demands of customers.
Prices: An organisation should consider purchasing power of people and price strategy of
competitors before fixing rates of its products.
Place: It shows the place where a company can promote and distribute its products like
online process, mobile applications etc.
Promotion: It helps an enterprise how to promote the brands on distributive channels.
Physical evidence: It includes factors by which an outlet can deliver its products in a
quick manner.
People: It shows categories of people, their interest and purchasing capacity.
Process: This marketing strategy refers to procedure through which a company can apply
its strategies and tactics in business.
Basis Cadbury Nestle
Product
Cadbury is one of the largest
confectionery company which
offers a wide range of products.
Schweppes, Trebor, Bubblicious,
Dairy milk, 5 Star, Perk,
One of the most known coffee
brand in marketplace is Nescafe.
Nestle offers a wide range of
products like beverages, chocolates
like Kitkat, Milky Bar, preserved
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Temptation and beverages etc. are
some varieties of its products.
Before introducing any new
product in the market era, it
management analyse behaviour of
consumers first, if they would like
to consume or not. This company
enjoys a value market share of over
70% from others, which is the
highest brand share in world.
milk etc. to avail marketplace. Its
appreciable factor is that this firm
always maintain quality of products
better than other confectionery
companies.
Price
Cadbury always try to determine
purchasing powers of buyers and
the level of sales to fix prices of its
product. Price strategy of a firm
are affected by many factors like
economical conditions of a region,
what competitors charge on same
products etc. Apart from this,
which age categories would attract
from products also need to
understand for this process. In
order to attract customer's mind
and to retain them, this company
offers discounts and combo
packets also.
Depending on marketing area and
type of people living in a particular
area, Nestle has offered its products
with higher margins as compared to
competitors present in the market.
It never compromises with price of
products due to high and rich
quality. But in chocolate segment,
price of its products are much
similar to Cadbury.
Place
Chocolates and beverages are such
products which a consumer want to
purchase directly (Hacker,
Gambone and Hobel, 2015). They
never purchase such items through
It follows the FMCG strategy for
distributing the products. This
process includes manufacturing to
marketers then from distributors to
retailers and finally customers will
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online activities, therefore, 90% of
these are sold directly to retailers.
To keep nutritional value of these
products, retailers require
refrigerators also. Thus, Cadbury
provides cool boxes to preserve its
items to all retailers.
get the products. This firm is much
able to deliver its brand as well.
Promotion
Purpose behind making Cadbury a
synonymous of chocolates is to
educate the market, building brand
awareness in customers, increasing
consumption and encourage
seasonal purchases. It uses
television to promote products with
the help of add agencies.
For promoting brand, it uses
Nescafe tune which is one of the
best advertising campaign used by
this company (Baker, 2014).
Making subtitles of each products
like Kitkat-Take a Break is a smart
technique for making strong brand
image in customer's mind.
Process
It includes all procedures for
converting raw materials into
finished goods. This firm uses
latest technologies and equipments
to make products having good
qualities for enjoyment of
customers. It concerns on using
ingredients which have positive
effect on health of people
(Swenson, Rhoads and Whitlark,
2014).
Nestle uses similar kind of process
for manufacturing its products. It
also concerns on health factor of
people before making its products.
But due to some controversies like
one of its product Maggi has
contaminated with unhealthy
ingredients affects much sales
performance of Nestle.
It manufacture products by
keeping nutritional value of each
and as per requirement of
customers. They take people as its
Keeping desires of people in mind,
this firm has produces all kinds of
food and beverages to avail them.
As per requirement and according
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People family and remember their health
and always concerns to provide
benefits to them with products.
to age of consumers, it make
products like chocolates for kids
and cooking items for women.
Physical evidence
It includes factors like how fast a
company can deliver the products
or services in marketplace.
Cadbury always deliver its
products on time having in a
qualitative manner.
Nestle always include high skilled
workers in its organisation in order
to produce best quality of products.
They help in providing effective
customer service in a desired way.
P4 A marketing plan for Cadbury
Plan for Cadbury are as follows:
Introduction Of Business: Cadbury company formerly known as Cadbury's and Cadbury
Schweppes, is known as British multinational company who is being mainly owned by Mondelez
International since 2010. This company was mainly established in England in 1824 by John
Cadbury who mainly sold tea, coffee and drinking chocolate. This company bow is the second
largest confectionery brand within this world after Mars. This company has various kind of
famous products which are Dairy Milk chocolate, Creme Egg and roses selection box and many
other confectionery products (Ryan, 2016). Cadbury was a constant constituent of the FTSE 100
on the London Stock Exchange from the index's 1984 inception until the company was bought
by Kraft Foods in 2010. This company has been dealing in about 50 of the countries and it has its
headquarter in West London.
Vision and Mission of the company: Vision dependably help in accomplishing the
objective of the organization or a man and it for the most part wanted and accomplished by
exchanging items and administrations in the commercial centre. They think about advertising as
device for advancement. They are more engaged towards their image name rather then needs and
needs of the client. After a few years with new chief, they began concentrating on client needs
too and sorted them in sub parts so as to centre in compelling way. They have focused on various
ages and spotlight on them through different promoting plan. Mission of the company is “
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Cadbury means quality; this is our promise (Hanlon, 2014). Our reputation is built upon quality
and our commitment will bring continuous enhancement which will ensure for the promise
which will be delivered.
SWOT analysis of Cadbury is being described below:
Strengths
 This company is one of the effective
leader in the market of chocolate and
thus is being know for the
manufacturing and wide distribution
channel, this company is mainly
present in about 200 countries.
 There are various kind of products of
Cadbury which has great brand loyalty.
Brand equity of this company has gone
high due to the its marketing strategy
and thus company is comfortable who
is charging a premium for its products.
 Another strength which can be
Measured is that this company has
strong brands within the portfolio of
product like dairy milk, Bournvita,
Oreo, five star and many others.
 There has been tactic which company
has adopted and that the products
which has been provided by company
has been set of gifts which can be given
to others. Cadbury has better distribution strategy
in place and like all FMCG companies
it mainly utilises that breaking the
bulk . Distributing the products to about
Weaknesses
 Band like Cadbury is expected to have
many kind of many strengths and
weaknesses and that in same case its
rural distribution considering India
which has wide rural diaspora which
can be covered.
 Goodwill of the company has been
impacted in negative manner as there
has been many of the cases where the
cockroaches were found in the
chocolate.
 It can be stated as for a brand like
Cadbury for a brand like Cadbury for
showing the such kind of ignorance as
this kind of infected chocolates which
should not be leaved for quality control
at all (Baker and Magnini, 2016).
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200 countries with various varieties and
this is being done from past few
decades.
Opportunities
 Penetration of the rural areas along
with distribution within rural markets
which can be proved as large
opportunity for Cadbury. This can be
present within foreign countries along
with rural presence which is very much
needed for Cadbury which in turn can
boost the presence of Brand along with
turnover (Rowley, 2016). There are large number of customers
within India and thus the Indian
Customers have sweet tooth and they
have great liking towards the chocolate
bars.
Threats
 Distribution cots have gone up with the
increase rate in fuel cost along with
increase rate in transportation.
 Many of the people has turned their
focus on having healthy things and
juiced as they have become health
conscientious.
 With the rise in purchasing power along
with demands in gifts has also gone up
in value and chocolate will be affected.
Target market: This can be stated as an area in which has been targeting the market as
per the aims and objectives of the company and where they can find large amount of customers.
This can be stated as an advantage for the company in order to determine the customers and
purchasing power of of the economy has been improved. This can be done by finding out various
choices, culture and many more.
Marketing Budget: This kind of budget is being made with the purpose of determining
all the terms along with strategies which can be utilised by Cadbury (Hugos, 2018). There is the
responsibility of the finance manager for all the activities and tasks regarding marketing.
Marketing needs to be flexible in nature with the motive of adopting the latest technology in
order to grow and gain success. This is highly useful in creating awareness for the products
which can be sold to the customers.
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 75000 25000 20000 15000 20000
Investment 25000 14000 15000 18000
Total 75000 50000 34000 30000 38000
Marketing
expenditures
Advertisement 10000 9000 7000 6000 6000
sales promotion 7000 4000 3000 7500 9000
Direct marketing 8000 2000 5000 7200 2000
Total 25000 15000 15000 20700 17000
Available balance 50000 45000 19000 12300 21000
CONCLUSION
It get concluded from the project that marketing need to work on all its essential
consideration so that better and effective result accomplishment lead to get done. Essentials work
as a blueprint for a company so that better and supportive results lead to underpin in a beneficial
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manner. Although, marketing department need to understand their roles and responsibilities
properly so that all demands and supply could be done. Moreover, it also define the relationship
of various functions with marketing division in order to accomplish objectives. With creation of
budget planning each and every expenses lead to incur on define consideration for gaining better
result.
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REFERENCES
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