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Assignment Marketing: Marketing Essential

   

Added on  2020-06-06

16 Pages5506 Words100 Views
MARKETING ESSENTIALS

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Roles and responsibilities of marketing functions.................................................................3P2 How roles and responsibilities of marketing relate to organizational context.......................6TASK 2............................................................................................................................................8P3 Marketing mix to the marketing planning process................................................................8TASK 3..........................................................................................................................................12P4 Marketing Plan.....................................................................................................................12CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................14

INTRODUCTIONMarketing is an activity through which company distribute their products and servicesfrom distributor to customers. They prepare their market plan in effective manner by consideringall necessary marketing mix and functions to make their distribution efficient. This activitybasically involves selling, buying, promotion, advertising and delivering of products and servicesto target market. Company should perform this process with utmost perfection so that they canattract large number of customers from their goods. Cadbury is a multinational confectionerycompany which was founded in 1824 and it is headquartered in London, United Kingdom.Company manufactures different ranges of products such as chocolates, ice creams, desserts,Easter, spreads, beverages, bars, etc. It is second largest confectionery enterprise and operates inmore than 50 countries all round the world (Pike, 2015). They have strong hold in variousproducts lines such as chocolates, candies, snacks etc and from them, Cadbury Dairy Milk hasencountered maximum sales. This assignment mainly focuses on key roles and responsibilities ofmarketing functions and different ways how the company apply marketing mix in their planningof marketing strategies to achieve business objectives and goals. It also includes a basic marketplan. TASK 1P1 Roles and responsibilities of marketing functions.As mentioned above, marketing is a critical process for every company to distribute theirproducts and services to target market as well as customers, so that they can buy those andencourages the sales of company. Organisation should ensure that their products are delivered ontime and are available to customers when they need them. This can be achieved only when thecompany is having a strong distribution channel with efficient marketing plans. As describedabove, Cadbury is second largest company and to reach such a position is very difficult. Theyhave to be very precise and efficient in their manufacturing, production, marketing, distributionand all other organizational functions (Joshi, 2012). Form so many years, they have build astrong brand image in market and give a tough competition top other confectionery companies.Cadbury has a large number of loyal customers all round the world and are successful in offeringthem products which have high quality, which is main reason for customer satisfaction.Managers of company have to make their plans according to preferences and likes of customers

and designs their activities according to that. For that, they can do prior research and experimentsto get proper findings and facts about target market and customers. For retaining position inmarket, it is critical to make necessary improvements and addition in their marketing plans andalso include different functions which can make their plans more effective. This help company toachieve desired success and profits. In order to fulfill consumer needs and requirements,marketers have to include different marketing functions in their strategies. Some of them aredescribed below: Marketing Information System (MIS): It is a management information system inwhich all critical information about marketing is stored, gathers, analyzed and distributed tomanagers. This help marketers to design perfect market plans according to information providedto them. This system also helps company to record and maintain their past and present record ofcompany.Distribution: It is the most important function of a company as this will ensure timelyavailable of products and services to customers (Brady, 2014). Distribution involves differentchannels through which they facilitate their supply of goods. In marketing, goods can bedistributed using two main channels and they are:Direct distribution: This refers to direct selling of products to customers by manufactureswithout involving any middlemen and intermediaries. This type of channel is also knownas zero level channel. Example are: retail outlets, mail order selling, internet selling, anddirect selling.Indirect distribution: In this manufactures involves middlemen and intermediaries tomove their goods form production place to the customers or market. Some types aredescribed below: One level channel: In this, intermediaries are involved. Manufactures sell their goodsdirectly to retailers rather than selling it to agents or whole sellers. This channel is mainly usedfor selling expensive watches, FMCG products, etc.Two level channel: In this manufactures sells their products to wholesaler and thewholesaler in turn sell goods to a retailer and retailer to consumer. This channel is used to sellsoap, tea, salt, sugar, ghee, etc.

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