Marketing Essentials Assignment
Added on 2020-12-29
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1PART A...........................................................................................................................................1a) Roles and responsibilities of the marketing function relate to the organisational context.1b) Roles and responsibilities of the marketing in relation to organisational context.............2c) Roles and responsibilities of the marketing in context of marketing environment..........3d) Significance of interrelationship of marketing and other functional units of organisation4e) Evaluation and analysis of key elements of marketing function and its relationship withother functional units of an organisation................................................................................5PART B............................................................................................................................................6a) Comparison of Marketing Mix...........................................................................................6b) Different tactics applied by organisation..........................................................................9TASK 2..........................................................................................................................................101) Basic Marketing plan.......................................................................................................102) Evidence-based marketing plan.......................................................................................103) Strategic marketing plan..................................................................................................10CONCLUSION-............................................................................................................................10REFERENCES-.............................................................................................................................12
INTRODUCTIONMarketing refers to all the activities that are performed by an organisation to sell theproduct or service to customers. It includes advertising, promotion and selling product tocustomers. Cadbury is a British multinational confectionery company which is wholly ownedby Mondelez International. It's headquarter is in Uxbridge, West London, it operations are inmore than 50 countries. Main products of the company are, Dairy Milk chocolate, Rosesselection box etc. It was established in Birmingham, England in 1824 by John Cadbury. TheReport will emphasize on role and responsibilities of marketing functions, interrelationshipbetween marketing and other functional units. It also highlights role and responsibilities ofmarketing in relation to marketing environment. TASK 1PART Aa) Roles and responsibilities of the marketing function relate to the organisational context. Different marketing functions of an organization are as follows- Market Research- Firstly to identify the needs and demands of customers companyperforms market research through SWOT and PESTLE analysis. Then, it will segmentthe whole market into different homogeneous groups of customers which are havingsimilar needs and wants. After segmentation, the company will target a niche segment todevelop and market the product in targeted segment to fulfil their demands. Companyuses different techniques of performing research like, through questionnaire, checklistand survey etc. Branding- It is defined as a promise of company to provide satisfaction to customers. Itsays that, a good branding helps to improve the reputation of company. The products ofCadbury are well known and loved by all. It is the second largest confectionery brand inthe world. It operates in more than 50 countries and sell its products worldwide. Mainreason behing company's success is its diversified range of products like, Cadbury DairyMilk, Wispa Egg Etc. Cadbury brand is famous for its well known, high quality products.Company uses its resources to create a well known brand so that, it can take competitiveadvantage over other competitors (Avraham, 2016.). Communication and Advertisement: Cadbury uses different types of medium toadvertise and communicate the benefits of products to targeted consumers. Through1
advertisements, company aims at widening their product consumption among differentage groups. So that, product will reach to wide geograp[hic location. Company advertisesthe product through newspaper, T.V., magazines etc. The ads reflects that, products areavailable at various locations and eaten by people of different agev groups. Distribution Channel- Cadbury brands are available at multiple locations across theworld. It has many outlets. With advancement of technology and increase in competition,it is important for a company to use such distribution channel through which companycan reach lot of consumers. Company's channel of distribution includes, manufacturingthe products then, store it in warehouses where the production takes place. Then productsreaches wholesalers after that, retailers like, Sainsbury sell to ultimate consumers(Bruice, 2016). b) Roles and responsibilities of the marketing in relation to organisational contextMarketing plays an important role in promoting mission of the company. Marketing playsdifferent roles in organisation. Such as, Marketing defines the products of company to theircustomers. Marketing helps to identify the product and services during the course of sales cycleof the company by creating awareness through communication material and publicity .Employees of the company helps in creating content for the website of company so that, peoplego to website and find out information regarding products of company. Employees plays animportant role in monitoring and managing social media for creating awareness amongconsumers regarding the products. Firstly, employees of company must know about values, goalsof business then only employee will make efforts to achieve the gpoals through marketing ofproducts. Ex. Marketing of Cadbury products through intranet and newsletter etc. Research and development staff helps the company in conducting consumer and market researchso that, company can identify the needs of consumers and opportunities available in the marketand how consumers will perceive the value of products. Employees of marketing department areresponsible for selecting and communicating with outside vendors and agencies who willproduce marketing support by providing information regarding consumer taste (Cockayne,2016). They are also responsible to guide the executives in responding to media queries. Staff of Marketing department plays an important role in knowing the position of company inthe market and to monitor the competition so that, company can develop marketing plan . 2
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