Marketing Essentials Report

This report examines the key roles and responsibilities of the marketing function, its interrelationship with other departments, and the application of the marketing mix to achieve business objectives, using Cadbury as a case study. It also includes a basic marketing plan for Cadbury, analyzing its SWOT and outlining strategies for growth.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1 Key roles and responsibilities of marketing function........................................................2
P2 Roles and responsibilities of marketing related to wider organisational context..............4
TASK 2 .........................................................................................................................................6
P3 Ways by which organisation uses elements of marketing mix to achieve overall business
objectives................................................................................................................................6
TASK 3............................................................................................................................................9
P4 Produce and evaluation of a basic marketing plan of the organisation ............................9
CONCLUSION ............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is defined as the process of building relationship with consumers for
promoting their products. It is the part of business management that focuses on customer service.
Marketing process is used to develop product or service value in front of customers, people and
suppliers through market analysis or market research ( Baker, and Magnini, 2016). In the given
report the company which is considered for analysing marketing functions is Cadbury which is a
global producer of chocolate owned by Mondelez International. In this report key roles and
responsibilities of marketing is discussed. The interrelationship between marketing and other
departments of the company and marketing mix of Cadbury is explained. In the end of this
report, there is a description of marketing plan of Cadbury.
TASK 1
P1 Key roles and responsibilities of marketing function
Definition of marketing
Marketing is the term which refers to set of various activities which are involved in
delivering, communicating, creating and exchanging products and services that provide value to
customers, society, clients, suppliers, etc. The main concept of marketing is to analyse the needs
and demands of customers and provide them products and services accordingly.
The current and future trends of marketing
Marketing process is a continuous evaluation of customer's demands in order to enhance
growth and development of product. There are different ways of marketing of products and
services in the organisation. Earlier marketing was done through pamphlets, newspaper
advertisements, offline marketing. But new trends of marketing involves advertisement through
online media or social media like Facebook, Twitter, Instagram etc. The future trend of
marketing will include advertising and promotion products to customers through AI technologies
and live videos.
External environment influences and impacts upon marketing activity
Marketing activities and strategies of the organisation are impacted by several external
factors of environment (Baker and Saren, 2016). These includes social, economical, political,
technological, environmental and legal factors. Cadbury's marketing strategy and planning is
effected by change in any of these factors.
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Political factors: As Cadbury is an international brand and for market expansion in new
countries it has to follow all regulations followed in that country. It is easier for company to
avoid unnecessary governmental conflicts and issues.
Technological factors: The change in technology is adopted by Cadbury to make their
customers satisfied and happy. Cadbury uses attractive media advertisements, online
advertisements, 3D printing technology for marketing their chocolate products.
Structure and operation of marketing department
Marketing structure depends upon the business needs and an executive leader is
responsible for development of strategies which will give effective outcomes. There are different
leaders which handles marketing operations such as relation manager, product manager,
advertising manger and marketing President (Desselle, Zgarrick, and Alston, 2016). Marketing
operations is a term that describes the functions of marketing that helps in efficient functioning
of marketing activities.
Roles and responsibilities of a marketing function
In an organisation marketing department handles different marketing functions to
advertise products and services of the company. The roles and responsibilities of a marketing
function in Cadbury are discussed below-
Market information: It is the main function of marketing department which evaluates the
need and requirement of customers before introducing the product in marketplace. Internal as
well as external factors of market are considered before market expansion.
Market planning: The Marketing manager focuses on developing plans and strategies to
expand sales of product in the selected market segment. This is done to improve brand image at
marketplace. This involves effective promotions, campaigns, discounts and offers, etc.
Product designing and planning: This marketing function deals with designing and
developing products in order to retain customers. Continuous change in product design is
effective in attracting people towards product. Cadbury offers its chocolates in different
packaging with attractive wrappers, they have different shape and colour. Cadbury keeps on
changing its product’s packaging. It also prepares effective media advertisements on regular
basis to attract more people towards consuming their chocolate products.
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Exchange Functions: Marketing department of Cadbury analyses the market condition
and evaluates the actual need and demand of customers. Main aim of this function is to provide
products and services according to customer's demand (Duffett, 2017).
Estimation of Budget: Marketing department requires finance for performing different
activities like promotions, market research, advertisements etc. Cadbury offers credit facilities to
retailers and channel members as they are Cadbury's regular customers. Price negotiation is also
an important function of marketing team. It is essential to build good relation with the retailers
therefore they are offering them credit facilities.
Storage and distribution: This marketing function is responsible for storage and
transportation of the product. It is necessary for a company to have a proper warehouse to store
its products. Cadbury maintains it's warehouse which are situated in almost all countries where it
is offering services. It helps in providing fresh chocolates as soon as possible to people who
needchocolates (Griffitts, 2016).
P2 Roles and responsibilities of marketing related to wider organisational context
Marketing department is the backbone in every organisation. It is the function which
cannot be done in separation. Success of any organisation depends on marketing department
which helps in promoting the product at marketplace. Marketing department is interlinked with
all other departments of company.
Finance Department: Finance works as blood in an organisation. For smooth running of
every business organisation, adequate funds is required by the company. Marketing Department
of Cadbury will closely work with the Finance department to ensure that adequate funds is
available or not to meet the requirements of customers. A lot of money is required for
implementing strategies and plans for advertising and promoting products. With a lot of
statistical data and other information related to the price of a product which customer is
expecting, finance department provide support to the marketing department.
Human Resource Department: Marketing department need to work with HR department
as to ensure that enough staff in the organisation is available. Marketing department of
Cadbury requires huge number of workforce for physical promotion of products and services
offered by them. Human resource help marketing department by recruiting good employees who
assist them. With the help of Marketing Department, good will and brand name of the company
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increases and this will influence people to work in the organisation (Karnaukhova, and
Polyanskaya, 2016).
Research and Development Department: This department works as a engine in an
organisation which helps in generating new ideas, creating new products which helps in
influencing large number of customers. Research is the essential part for a company for
understanding the needs of customers and also identifies the available competitors in the market.
Marketing department of Cadbury helps R&D department by gathering the information about
customer’s taste and preference. With this information company have enough knowledge about
what product they have to produce which satisfy customers’ needs which helps in increasing the
brand image and customer loyalty towards product..
Production Department: This department deals with the quantity of goods and services
produced and generated in an organisation. For a company or organisation who produces goods
and services, it is obvious that their ultimate goal is to sell these products and earn profit to
maintain the competition at marketplace (Lane, 2016). To ensure competitive advantage in the
market, Cadbury stretch the capacity by setting guidelines for production department. Marketing
department helps them by promoting their goods in the market which increases the sales and
profitability of the company at marketplace. Marketing department provide sufficient
information related to what people is not liking about the product and helps them to improve the
quality of the product
IT Department: This department helps in developing digital promotion of the products
and services offered by an organisation. Now a days internet or online platform is providing
enough knowledge and information related to product and services. IT department of Cadbury
helps in promoting innovative products through online platform (Morgan, 2016). Marketing
department along with the help of IT department find new ways to promote their new and
innovative products through online marketing, print media and latest technology for maintaining
the sustainability at marketplace.
As per the above analyses, it has been analysed that if an organisation has fair and
transparent relationship between marketing and other department, it is beneficial for the
company to work smoothly in the competitive market. If there is any dispute between marketing
department and other department, it works as a barrier to work in the marketplace, and it
becomes difficult to maintain the sustainability at the marketplace.
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TASK 2
P3 Ways by which organisation uses elements of marketing mix to achieve overall business
objectives
(Source: 7 P's of marketing mix,2019)
Marketing mix 7ps
Basis Cadbury Nestle
Product
Cadbury is a multinational
company which is serving
chocolate products since 1824.
The main products of this
company are chocolates, coffee,
tea and chocolates (Nirschl, and
Steinberg, 2018). They uses good
Nestle is an international brand
which started in 1866 by Henri
Nestle. The main products in
which Nestle are milk chocolates,
snacks and food items. Nestle's
main product which is popular
around the world is it's Maggie
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Illustration 1: 7 P's of Marketing mix

quality milk in production of their
chocolate products.
noodle which makes highest sales
for company.
Place
The marketing strategy followed in
Cadbury is breaking the bull which
is very effective for the company
in establishing unique identity in
front of customers. The
distribution strategy of Cadbury is
magnificent than other companies.
Cadbury items are available in
every area but supply in some rural
areas in not there as demand is less
in those areas. Cadbury serves in
many countries like India,
Australia, UK, US, etc.
Nestle is available in more than
200 countries. They have their
retail store available in every
possible area. Nestle has a great
distribution strategy and it is
offering its products in different
areas for building customer
relations. The countries where
Nestle is offering it's products are
UK, US, UAE, etc.
Price
Cadbury offers its products at
reasonable rates. But on the other
hand Oreo is a product which is
available at high rate and it is
responsibility of marketing team to
advertise it more to increase its
sales. Dairy Milk is a leading
product of Cadbury which is
available at a very less price in
markets. Cadbury uses skimming
pricing and in it the prices of
products are set high to take
advantage of customers for a new
product or design at any rate.
Nestle also provides products at
reasonable rates. Nestle Maggie
noodles and coffee are leading
products in the market. If there is
an increase in price of products it
does not affect much as the quality
offered by Nestle products is
highly good. Nestle uses economy
pricing. Nestle products are
offered in different prices and
sizes for increasing customer
segment. The company is using
competitive pricing strategy for
sustaining longer in the market.
The promotional strategy of Nestle uses humorous and jolly
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Promotion
Cadbury is different from other
Brands. It uses both above the line
marketing and below the line
marketing. It uses different
promotional tactics for every
product for e.g. Bourneville
chocolate is advertised with a tag
line – You don't just eat it, you
earn it.
advertisements for promoting its
products. Nestle tune is used since
two decades in advertisements of
Nestle products. Maggie Noodle is
promoted by advertisements
creating relation of affection and
trust.
Process
Cadbury uses process of
organisation in which they perform
business activities efficiently. It
adopts latest technology while
operating business operations.
Cadbury uses high technology in
packing of it's chocolates.
Nestle manufactures its products
by using the latest technology. It
uses vending machines to serve its
consumers.
Physical Evidence
A proper hygienic environment in
stores is provided to customers in
buying products of Cadbury.
Nestle has retail stores which have
good interiors and providing
products to people.
People
In Cadbury association, employees
are treated as people. The
organisation provides training and
career development programs for
employees to enhance their
performance and productivity.
According to Nestle organisation,
customers and employees both are
treated as people. The company
ensures good service to customers
and employees for increasing
overall productivity of
organisation (Pappas, 2017).
Nestle has around 323000
employees around the world. The
target customers of Nestle are
children and youngsters.
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From the above analysis it can be stated that marketing mix of Cadbury is enhanced to
achieve satisfaction of customers. This will help in increasing profits of the company. Both the
companies Nestle and Cadbury are leading multinational brands which are serving food items
and chocolates around the world (Rancati, Gordini, and Capatina, 2016). The marketing mix of
both companies is analysed to evaluate the performance of both companies. This is evaluated on
the basis of customer satisfaction and retention.
TASK 3
P4 Produce and evaluation of a basic marketing plan of the organisation
Marketing plan is defined as the document which is used by marketing managers to
evaluate the activities involved in execution of project in future (Stern and Porr, 2017). The
marketing manager of Cadbury has made an effective marketing plan to be executed for
increasing sales and profitability. The marketing plan made for Cadbury's growth in business is
described below-
Overview of the company
Cadbury is a multinational Brand which deals in chocolate products and food items. This
company offers a variety of chocolates including fruit and nut, 5 Star, crackle, etc. Different
discounts and offers are provided to people on products of Cadbury.
Mission: Cadbury believes in providing high quality products to its people and building
good brand image.
Vision: Cadbury's vision is to improve brand image and reputation and become priority
of people when it comes to chocolate and milk items.
Marketing objectives:
 The main aim of the company is to increase its sales by 10% in 5 months.
 To introduce a new product Cadbury juices in the market and maximising market share
by 15% in 5 months.
SEGMENTATION
Segmentation means selecting target customers from whole population. This is done on
the basis of four types i.e. demographic, geographic, behavioural and psychographic. Cadbury
has divided its market on the basis of demographic factor.
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TARGETING
In Cadbury, age group between 6 to 16 years of age group is selected as the target group
for conducting research.
POSITIONING
Product is established in market and before this needs and requirements of customers
are analysed. Several offers and discounts can be offered on Cadbury products at special
occasions. Cadbury has positioned themselves at marketplace by providing high quality of
products to customers. This satisfies them a lot and also helped company in establishing their
effective brand image at marketplace.
SWOT Analysis of Cadbury
STRENGTH WEAKNESS
 It is a multinational company which is
offering products at reasonable prices.
 The brand image in front of customers
is high.
 It is a chocolate manufacturer and
people have become health conscious
and avoid chocolates nowadays so sales
is decreased.
 Products are not available in rural
areas.
THREAT OPPORTUNITY
 Increment in price of raw material is a
big threat to the production of
chocolate and milk products.
 New companies offering similar
products.
 It has a great opportunity in expansion
of market in rural segment.
Monitoring and Control:
When the marketing budget is evaluated, the management ensures that each operation is
functioning properly. Controlling and monitoring of all business activity will help in
accomplishing project successfully
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CONCLUSION
From the above specified report it has been concluded that marketing is a basic function
of an organisation to increase sales and profits. Marketing of products is essential for
determining the demands and requirements of customers. There are Key roles and
responsibilities of marketing function in an organisation for effectively introducing products in
marketplace.
REFERENCES
Books and Journals
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text, Sage.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Desselle, S. P., Zgarrick, D. P. and Alston, G., 2016. Pharmacy Management: Essentials for all
practice settings, McGraw Hill Professional.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.18(1). pp.19-39.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management. pp.103-118.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society. 31(3). pp.371-379.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance: Evidence from Turkey. European
Business Review. 28(5). pp.532-559.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.23-52.
Morgan, D. L., 2016. Essentials of dyadic interviewing. Routledge.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Grundlagen,
Strategien und Erfolgsfaktoren. Wiesbaden: Springer Fachmedien.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Stern, P. N. and Porr, C. J., 2017. Essentials of accessible grounded theory. Routledge.
Online
7 P's of marketing mix,2019.[Online].Available through:
<https://www.researchgate.net/figure/7Ps-Marketing-Mix-professionalacademycom-
2017_fig2_327884575>/.
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