ESSENTIALS INTRODUCTION 1 Task 11: Roles and Responsibility of Marketing

This function helps to Cadbury in offering better and quality product and it offers more than one product so this function give direction for attract packaging of goods. Marketing has main role is adapting right price because price is very important element so it fix fair and reasonable price of product according to size and quality for attract customer and provide satisfaction to customer (Mukherjee and Shivani, 2016). Marketing function is interrelate with all functions of Cadbury:- Marketing with production – Both function is closely related because

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
1. Role of marketing and how its interrelate with other function...........................................1
2. Key roles and responsibility of marketing function:-.........................................................2
3. How roles and responsibility of marketing related to wider organization context:-..........2
4. Analyse roles and responsibility of marketing in marketing environment :-.....................3
6. Significance of interrelationship of marketing function with other :-................................5
7. key elements of marketing function and interrelate with other function:-.........................5
TASK 2............................................................................................................................................7
1. Comparison of private and voluntary organisation based on 7P's......................................7
2. Different tactics applied by organisation to achieve business objectives...........................9
TASK 3..........................................................................................................................................10
1. Develop a basic marketing plan.......................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is process of selling products by interacting directly or indirectly with
customers. Main objective of marketers is to satisfy customers and meet their expectations. It is
one of the factor or unit to achieve business objectives. Present study lay emphasis on Cadbury.
It is one of favourable brands of confectionery items. Its headquarter is in London. John Cadbury
is founder of company. There are approx 71657 employees are working in Cadbury. This report
will be cover about marketing functions, role and responsibilities of marketing functions and its
interrelation with other functional units. It also outlines about marketing mix in context of
marketing environment. This unit also frames a basic marketing plan for Cadbury (Pogorelova,
2016).
Task 1
1. Role of marketing and how its interrelate with other function
Marketing is function that research to markets for improve and promote their product. it
is an important function of Cadbury. It play vital role in an organization. Its main purpose is
make to plan about market and its develop product. It research to market for economic growth
through improve their product and conducting customers. It find customer taste, fashion, trend
and behaviour then improve product.
 Marketing makes demand of product and services. So its helps in industrial growth and it
create employment opportunities.
 This function helps to Cadbury in offering better and quality product and it offers
more than one product so this function give direction for attract packaging of goods.
 Marketing has main role is adapting right price because price is very important element
so it fix fair and reasonable price of product according to size and quality for attract
customer and provide satisfaction to customer (Mukherjee and Shivani, 2016).
Marketing function is interrelate with all functions of Cadbury:-
Marketing with production – Both function is closely related because both work is
interdependent like production department has need of raw material and it fulfill through
marketing function. It also research market and give idea for improve product according to
customer choice and fulfil their need and its helps in increase productivity and profitability.
Marketing with sales – marketing is direct inter relate with sales department because its analyse
need of customers and then give information about customer choice, trend and fashion to sales
1

department for supply in different area and it helps in exchange their product or services with
money and it create profitability (Alvesson, 2018).
Marketing with finance- finance function play vital role in Cadbury. Because marketing
function has always need of money for research and other work. Without finance marketing can't
do work. So marketing get money and finance from finance function so both are majorly
interdependent with each other.
2. Key roles and responsibility of marketing function:-
Gathering and analysing information – marketing function play vital role in collecting
information about market competition, customer choice, quantity and price fixation of procduct.
All these informations help firm in satisfying needs of customers.
Marketing function has main responsibility is tocollect information in proper way for
provide satisfaction through fulfil customer needs and also find best opportunity for expand
business and sales of Cadbury (Larimo and Kontkanen, 2017).
Product designing and development – marketing function has main role in make
attractive design of product for increase their selling. Its helps in development of organization
and face to competition. Because if design is attractive, so its helpful in attract customer and
increase sales.
Marketing functuion of CADBURY has responsibility is design of product in attractive
manner after research of market like competitors packaging and alsoevaluate design that weak
and unattractive after that they has to change and improve their product design (Caraher, 2016).
Make marketing budgets – marketing has also function of make budget and its is main
role of marketing because it make plan about next year budget in advance and also plan about
that what type of investment give return.
Marketing function of CADBURY responsibility toward make budget they has to make
budget in proper and systematic way and purchase raw material in cheap rate with quality. Its
main responsibility is that produce quality and attractive product with low cost and increase
profit and productivity.
3. How roles and responsibility of marketing related to wider organization context:-
a). Marketing and HR – marketing direct interrelate to human resource department because
HR recruit skilled and efficient employees for marketing and then provide training and
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development to improve their efficiency. Marketing also helps to HR through advertise of
vacancies of Cadbury.
Marketing role in this context is toadvertise of vacancies through internet, web sites etc.
and also increase and provide employment with good skill for increase productivity.
Marketing function of responsibility that creative advertising for attract employees for
increase Cadbury productivity. It also responsible for make reputation and set brand for increase
productivity (Tomczak, Reinecke and Kuss, 2018).
b). Marketing and Finance – Both functions are closely related with each other because
marketing department requires money to promote its product in market, improve their product,
and finance department provide finance according to their budget.
Marketing has role is that it give idea to finance department about future revenue and
their budget so finance department forecast their plan about profit and loss.
Marketing of CADBURY has responsibility toward finance department that should give
accurate idea for future revenue so its helps in reduce loan requirement and plan about future. So
Cadbury increase profit and productivity.
c). Marketing and research and development- both functions are interrelated with each
other because marketing function research market about all thing like customer, competition
latest trend etc so its helpful for R&D and it get idea that what kind of product need to be
produce and how to develop product and improve it for increasing sales and profit of company
(Hartwell, 2017).
Its role is to give an insight about all market condition like trend, behaviour of customers
to R&D and improve product quality.
Its responsibility is give proper knowledge about market and competitors to R&D
department and research market time to time and frequently to develop appropriate product
increase productivity and profitability of Cadbury.
4. Analyse roles and responsibility of marketing in marketing environment :-
Pest analysis is a tool which is used by organizations to evaluate factor of external
environment that affect to performance of Cadbury. Pest stands for P- political, E- economic, S-
social, T- technology.
Marketing department analysis internal factors and its evaluate that strength and weakness of
Cadbury so :-
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strength :-
 Competitive advantage- it means that cadbury has competitive advantage so it helps in
make strategy and expand their business.
 Brand equity - it means that Cadury is very famous brand for provide different type of
chocolates at reasonable price so its help in meet objective of organization.
Weakness :-
 Increase in competitors in market with same product. So its affect to CADBURY and
sells level is reduce.
 Few controversies of advertisement made international news.
Current and future trend is analyse by marketing for make strategy and compare them with each
other. Current trend means that popular and mostly use at certain point of time. So cadbury's
current trend is popular for every occasion and it innovate different types of chocolates with
different flavours. Future trend means technology, science and business adopt by Cadbury so it
improve their business fopr profitability (Hickmann, 2017).
Political factor- it includes tax rates and political instability. Because tax rate increase so
Cadbury face difficulties in export and import and they have to pay more tax and if political
party and government change frequently so also organization affect from this.
Role of marketing – In this context marketing time to time evaluate markets and focus
on export and supplies of product. But they can't give such type of advertisement that create
problem in country. Its responsibility is that focus on information about every type of political
activity and information that affect business.
Economic factors – It includes factors like inflation, policies and tax rates that can
affect to Cadbury's performance. It also includes labour cost frequently changing so that affect
organization because CADBURY has to give more salary and wages so its direct affected to
customer because product rate is incraese due to change in labor cost. (Song, 2016).
Its roles is that if inflation rate is increase so marketing of CADBURY decrease their
product value for fulfil customer need. Its responsibility is that follow policies and give wages
to labour in fair way because it's important for meet objective and attract customer.
Social factors – it includes customer behaviour, taste and fashion in society so its also
effect to Cadbury because its frequently changing in customer choice so it affect to CADBURY.
4

Marketing roles is that research of market time to time for get information about changes
and produce according to customer choice and fashion. Its responsibility is to provide
satisfaction to customer through offering products according to their need.
Technological factors – it means that day to day technology and new innovations change
so business has to adopt and it consume more cost and time. But It also helps in improve product
and increase productivity.
Its roles that research continue of market and adopt innovation and technology for beat
competition through improve their product according to changes of customer choice. Its
responsibility is adopt new technology for develop their product. (Nica and Bonciu, 2017).
6. Significance of interrelationship of marketing function with other :-
All function of CADBURY is interrelate with each other and its helps in establish good
relationship between them.
Co-ordination- interrelationship of marketing with other function is very important for
coordination because its helps in smooth running of organization. Every function has different
roles so without interrelation they can't interact with each other so it establish coordination and it
helps in reduce burden of work and get knowledge about all function of organization.
Scope for new changes – through interrelationship its helps in new changes in
CADBURY and they get freedom in his working and it develop their talent and skill. So it get
new ideas about changes and improve product so they adopt new technology for improve and
develop their product and its helps in increase sales and profitability (Importance of
Organizing Function, 2017).
Effective administration - Its helpful in effective administration of all function of
organization because through this all managers clarify their jobs and responsibility and it also
helpful in defining the jobs positions. Its helps in division of work and do effective and efficient
administration.
7. key elements of marketing function and interrelate with other function:-
Marketing function has 4 P's elements like product, price, place and promotion.
Product – product of Cadbury is available at large number because it provides different
types of product and its product is varied according to season and festivals. It also produce Other
product according to festival of Christmas and Diwali. It not only offer chocolates product, but
5

deserts and beverage also. So it has huge number of product like Bournville, Crunchies, dairy
milk, caramel and crème eggs etc.
It interrelate to all function of organization because marketing functions knows about
need of customers, production function produce product according to need of consumer, sales
function sale and supply product and finance function give money to all department for work
(Homburg, 2015).
Price – Cadbury fix its product's price according to quality of products. Some product is
on low price and some is high price. It fix price of their product according to size, demand and
packaging of product. It also provide their products in different gift packaging in festivals and it
sell their product to consumer at high price on festivals. So its helps in increase sells and profit of
Cadbury.
Its interrelate with research and development department because they makes plan about
change and improve in product and packaging so its helpful to production function and its also
relate to finance because finance department provide money for produce and improve product
(Arendt and Allain, 2019).
Place – Cadbury product available to all over world and is popular at global level
because it has large distribution channel. Its product are available in urban and rural area. so it
has lot of customers thathelps in generating higher revenue. It has business in 200 countries.
Its interrelate with marketing that they search how to distribute product at huge level and
research function find new technology that produce huge product with less time so its helps in
profitability and product also reach at different place. Finance function is also inter relate with
them because it provides finance for transportation.
Promotion – Cadbury promote its product through news paper, online, radio etc. It helps
in attract people and aware about items. Marketing function also do attractive advertisements and
increase productivity (Hill, 2017).
Its inter relate with research department because research department search different
type of product and marketing function also helps in advertise in attractive manner for attract
customer and increase their sells so its helps in increase productivity and profitability.
6

TASK 2
1. Comparison of private and voluntary organisation based on 7P's
Marketing mix is a tool to set plans, strategies for a company to advertise and promote its
products. It helps to make response or plans to target competitive market against favourable
brands (Carillo, 2018). Marketing mix strategy is based on 7P's which are products, process,
promotion, place, price, process, and physical evidence.
7P's Cadbury Oxfam
Products Cadbury has products like
chocolates, beverages, ice
creams, toffees, mini fruit
gums, breath mints, juicy
squirts.(Chanthinok, 2015)
Oxfam provide services as a
charitable organisation. It helps
to make solutions for poor
people who are in need of
justification. It provides
facilties to both poor and
medium class people.
7
Illustration 1: Marketing mix startegy
Source: (Extended Marketing Mix (7P's) 2018)

Price Price of Cadbury products
vary from season to season and
depends on customer demands.
As oxfam is a charitable
organisation so it provides
facilities for free to people and
to target market. It does not
deal with customers to meet
their demands.
People Employees of Cadbury targets
young generation people to get
more profitability.
It chhoses right people to
support citizens to increase
trust of citizens effectively and
efficiently.
Place Cadbury products need cold
storage area to store products.
It focuses on developing
countries to aware about their
products to increase market
share.
It provides services all over the
world and organise campaigns
to find people who are in need
and poverty. Its aim to reach to
every poor people and justify
their needs.
Promotion Cadbury uses social
networking sites like
Facebook, Instagram, Orkut to
attract teenagers age group by
having attractive packaging
and offers.
It promotes its organisation
through newspapers so that
ordinary people get attached to
it and avail their services.
Process Cadbury uses automation
techniques to manufacture
qualitative products.
Automation makes ease for
employees to make products in
same proportion and to control
overall process.
Oxfam uses communicating
platforms like voice call where
it interacts with ordinary
people and helps them to
provide services which they
are missing.
Physical evidence Attractive infrastructure is It frames a platform on internet
8

made to gain attraction of
customers. Also, by exclusive
attractive and stylish
packaging of products brings
more customers (Dietrich ,
2017).
where people can aware of
Oxfam services and get
connect with them directly and
can consult them in any issue.
2. Different tactics applied by organisation to achieve business objectives
Extended marketing mix strategy is based on 7p's and it gives a significance to
organisation to make a marketing plan and implement them to achive business objectives. This
strategy helps to make tactics for marketing process so that popularity of products increased
which indirectly increases market share of organisation.
Business objectives refers to the purpose of business where owners wants to increase
their market share, make customer satisfied, sustainable growth, meeting demands, increasing
sales and marketing. A plan or strategy is to be made by organisation to gain customer attention
and aware them about products. Different tactics can also be applied to existing products to
increase market share of organisation(Heckman and et.al., 2018).
Promotional tactics- To aware about product to public, Cadbury takes help of celebrities
to advertise their product attractively. It attracts celebrity's fans to have product and avail their
offers. It increases popularity and productivity which indirectly increase market share.
Celebrities are not direct competitors but they gain follower ship of customers.
Social media marketing- It helps to viral the new product or new offers on existing
products. It can be done by writing blogs, articles on sites. Attractive posters of products
advertise on social sites like Facebook, it builds customer attention. It is a step to set a product
against favourable brands by giving more offers and discount than other brands(Cross and et.al.,
2015).
Discount tactics- To aware public about products, discount is the best way. People are
attracted to that area where they are getting profit. To connect new customers to Cadbury, on
special occasions, Cadbury provide discount on chocolates so that more people buy chocolates
and candy so that it become ease for company to achieve objectives.
9

Referral programs- This tactic is used to target existing customers in which they refer
their product to new ones to gain offers through referring. It promotes product and increases
publicity to increase market share.
Search engine marketing- it is a challenge for company to make their product in top list
in search engines like google. Google search through keywords so its best way to promote
product uniquely. If anyone types chocolates then Cadbury products shows in top list which
makes a competitive advantage and attracts more customers(Alford, 2015).
Direct selling- Selling products from face to face gives more chances to meet customers
and satisfy them. It increases the chances to sell product by convincing customers to buy and
have profit. By organising campaigns and events, direct selling tactic becomes more effective
and efficient. It is a direct method to increase Cadbury market share and popularity among
people. It just need skilled and talented employees who gain attention of public attractively.
TASK 3
1. Develop a basic marketing plan
Executive Summary- Cadbury is a confectionery company which offers products like
chocolates, beverages, milkshakes, juicy gums. Now, Cadbury is planning to launch a new
product called “CADBURY Cakes”.
Mission- Cadbury short term mission is to increase its profitability by launching Cadbury
cakes and also gives a direction to promote existing products.
Vision- Cadbury's long term vision is to have sustainable growth and wants to be one of
top favourable brands (Okumus and Cetin, 2018).
Objectives-
 To increase market share by 20% by the end of 2019.
 To increase sales of product by 35% by the end of 2019.
 To increase global marketing by 10 % by the end of 2020.
Coherent evidence based planning- SWOT Analysis is done to evaluate strength,
weakness, threat and opportunities for Cadbury.
SWOT Analysis
Strength Weakness Threat Opportunities
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 Cad bury is
one of
favourable
brands and
offer most
liked chocolate
products.
 It has
successful
campaigns of
advertising and
marketing.
 It is one of the
most trusted
quality brands.
 Machines are
used foir
manufacturing
process are
based on new
technologies.
 When beverage
market gets
slow down.
 Lack of
awareness in
rural market
 Vegetarians
avoid some
items due to
egg
ingredients.
(Fotiadis ,
2018)
 Health
conscious
people avoid
chocolates due
to sugar.
 Increase in cost
of material
used for
manufacturing
products.
Competition in
market.
(Todorova,
2015.)
 Increase
marketing to
rural areas so
that more
people attached
to Cadbury
products.
 Expand market
in developing
countries like
India, Italy.
 Meeting new
demands of
customer based
on tastes and
references
make a
competitive
advantage for
Cadbury.
Marketing mix strategy- Cadbury follows 7P's of marketing mix to gain more
profitability and productivity.
Product- Cadbury products are trusted qualitative one that's why Cadbury is planning to
gain new customers trust who like cake and bverages by launching cadbury cakes.
Promotion- Cadbury uses social networking sites like Facebook, LinkedIn to advertise
and promote it new product and attract large group of customers.
Place- Cadbury targets developing countries to have more market share as developing
countries have low currency rates and uses seaway transportation syatem to sidtribute products
worldwide from maufactures to retailers (Purvis, 2015).
11

Price- Cadbury sets price of products according to demand by customers. Iit uses
competitive price startegy to set price of products and it depneds on customer expectations.
Process- Cadbury uses automation process to monitor and control manufacturing unit to
get qualitative products in same proportion.
People- Cadbury employee's motive is to satisfy customers in every term like taste,
quality. People of Cadbury prior to have direct interaction with customers to gain feedback from
them.
Physical evidence- Cadbury goal is to have attractive packaging of product that gain
attention of public at distant as well (Larson and Draper, 2015).
STP- Segmentation, Targetting and positioning(STP) is a strategic approach to have
effective modern marketing. It links marketers of company to customers directly. Cadbury do
demographic segmentation in which it targets young age group people. Teenagers are most
customers of chocolates products of Cadbury. By using 7P's of marketing mix strategy, Cadbury
positioned their products in one oftop favourable brands by advetising more and more. It helps to
meet customer demands and expectations which indirectly increases market share.
Monitoring and controlling- From starting of maunfacturing process of products to
ending process of deliever prodcuts to consumer need monitoring and controlling. To monitor
manufacturing process Cadbury uses PLC, SCADA automation software and hardware both. It
makes easier for employee to detect the fault whenever occurred during manufacturing process.
Machines are used to control the volume of material used to make products. Automation
techniques help employees to meet the deadlines on time. Managers of Cadbury monitors the
quality of material that is used to manufacture products like chocolates. Mangers give
responsibilities to supervisors to monitor and maintain proportion of fat, carbohydrates,
cholesterol, sugar in definite manner so that conflicts related to health and safety does not occur
by customers and trust on Cadbury maintain lifelong (Piercy, 2015). Social networking sites are
monitored to promote products to existing and new customers. Economic environment is
monitored to set price of products. Inflation rate, investment rate, growth rate are measured to
have competitive advantage against favourable brands. To meet customer expectations and
demand, Cadbury vary its prices of product. After delivering products to customers, managers
are advised to take feedback or reviews from customer to improve the quality or any issue.
Feedback also help to get information about public demand which gives idea to Cadbury to
12

increase their market share. In this way, Cadbury monitors and control the overall process from
starting to ending.
CONCLUSION
This unit summarised about marketing functions which helps to promote, sell, maintain
quality of products. It also explained about role and responsibilities of marketing function which
are interrelated with other functional units like finance, HR, production. It helps firm in
promoting its products in market and attract large number of customers. Comparison of nestle
and Cadbury is done based on 7P's of marketing mix strategy which includes people, price,
products, promotion, place, physical evidence and process. Cadbury develop a basic marketing
plan to launch Cadbury Cakes. This will help in providing direction to firm's manager for their
future course of action. This unit concluded strategies for Cadbury to enhance their global
market and to increase its market share along with qualitative products. Business objectives of
Cadbury are achieved by applying tactics based on marketing mix strategy.
13

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