Marketing Essentials and Strategy

This assignment delves into the core concepts of marketing, encompassing its essential functions, strategic planning, and the influence of visual marketing on consumer behavior. It examines various aspects of marketing such as integrated marketing communication, destination marketing, and the role of social media in modern marketing practices. The document analyzes real-world examples and research findings to illustrate the principles discussed.

Marketing EssentialsMarketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Duties and responsibilities of marketing function............................................................1
P2. Duties and responsibilities of marketing which relates to wider organisational context. 5
TASK 2............................................................................................................................................8
P3. Ways in which two organisation can apply marketing mix.............................................8
TASK 3..........................................................................................................................................11
P4. Marketing plan...............................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the most important aspect of every business enterprise as it helps
organization in promoting and advertising its various products and services (Wirtz, 2012). This
function involves different market research program so that organisation can identify current
trends, needs, demands and preferences of its potential customers. It also helps company in
communicating directly with its targeted consumers. In the modern world, marketing concept has
become an integral part of every business enterprise. Basically, it is a process in which many
buyers and sellers come together to sell or buy some kind of products and services. This project
report is based on ''CADBURY'' which is a multinational company and situated in the United
Kingdom. This is the world's most popular confectionery brand having approximately 72,000
workers. In this report, various duties and responsibilities of marketing department and their
relevance with organisational context has been explained. Along with this, comparison of two
organisations have been evaluated to determine the way in which they marketing mix is applied
in different ways. At last, marketing plan of this company has been made so that it can make
better strategies according to current market trends.
TASK 1
P1. Duties and responsibilities of marketing function
Marketing is a procedure of selling and buying goods and services. This activity is
performed in the market where lots of buyers and sellers come together to do trade. In simple
words, it can be defined as a management process through which organisation can discover the
current needs, demands and preferences of its potential customers. Market research is the most
important function of marketing through which company can identify its market trends and can
produce products and services accordingly (Musibau, Oluyinka and Long, 2011). This can help
company in enhancing its market growth and development. The major objective of marketing
department is to analyse the customers demand and fulfil it by assuring high level of customer
satisfaction. Effective marketing strategy can assure competitive advantage to the company.
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(Sources: Marketing functions, 2017)
There are various functions of marketing which are following as under:
 Market information system: This is known as the most important function of marketing
department. Through this, organisation can get important information which is highly
required to make organisational decisions. For making the marketing decisions, company
require tools, human resources, strategies, procedures and market information. In simple
words, marketing information system helps the organisation by gathering a lot of data
about market trends (Hoeffler, Herzenstein and Ginzburg, 2015). Marketing department
can collect the information by internal as well as external sources. These sources can help
the firm in improving and developing its product’s price, promotion, distribution,
packaging and so on. Through marketing information system, managers get important
guidelines to create an effective marketing plan. With the help of this, CADBURY can
evaluate the buying behaviour of its customers. It also helps the business manager in
making sound strategies so that organisation can compete its competitors in the
marketplace. By MIS, enterprise can utilise its collected information in the most effective
and systematic manner. This is the most useful storage device by which organisation can
store its important information.
 Pricing: Any organisation sells their products at certain price . In simple words,
customer have to pay price for products and services to the seller. So, valuation of
products is the most important activity of this function. Marketing department should
2
Illustration 1: Marketing functions

make pricing policies on the basis of product's value. Marketers should not charge high
prices but at the same time, they should charge enough price so that they can cover all
direct and indirect expenses of organisation. Before making the pricing decisions,
company should consider different policies of state.
 Product and service management: It is concerned with those products which are acquire
by the customer . Without them, company cannot achieve its desired goals and
objectives. The main objective of every enterprise is to provide high quality goods and
services to customers so that they can satisfy their needs and demands. As CADBURY is
a confectionery brand and provides food items, so, it is a biggest responsibility of
organisation to manufacture its products with considering health issues of people. For
better production of goods, organisation should use effective machineries. So, it can be
said that, product and service management is the most important function of marketing
department. Without this, company cannot provide quality goods to their customers.
 Promotion: It is termed as the most essential activity of marketing . For better growth of
company, it is very much important to promote and advertise the products. Through this,
organisation can make its customers aware about different goods and services. In the
present scenario, most of the firms are spending on their promotion activities so that they
can attract a large customer base (Hsu, 2011). For this, company can use social media site
as in modern world, most of the people are connected on social networking sites. So, it is
the best strategy to promote and advertise organisational products and services. Through
this, CADBURY can increase the publicity of its confectionery item. Along with this, by
advertising its products on television, it can take attention of a lot of kids, youngsters and
other people.
 Selling: It is that process of marketing which takes place after pricing, distribution and
promotion. It plays an important role in marketing as it makes the products and services
available to customers. In simple words, through this, marketers make their goods
available in the market place so that consumers can easily buy them. This is the main step
by which company fulfils needs and demands of its potential clients. So, it can be said
that selling provides products and services at the right place and at right time. In this,
business organisation communicates to their customers about product's specification with
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the help of various promotional and advertisement activities. Henceforth, it can be said
that selling and promotion are related to each other.
 Distribution: It is the most essential process through which organisation distributes its
products and services in the target market. In simple words, it helps company in
transferring products from one place to another where customers can buy them (Moini,
2017). Without this function, marketing process cannot be completed. It is very much
important for the business enterprise to distribute its products in target market as this is
the main procedure through which goods are transported to the end users. So, it can be
said that distribution process plays an important role in the organisational success.
Without distributing different products and services, company cannot enhance its
profitability and productivity.
 Financing: Without appropriate amount of money, marketing process cannot take place.
To maintain stock and deliver marketing services, organisation needs high level of
capital. Marketers can get finance from two major sources which are owned and
borrowed capital. To keep appropriate amount of inventory and to store quantity of
goods, producer needs sufficient capital. The biggest problem of marketing finance is to
discover financial sources.
Moreover, these are some of the most important functions of marketing department
which helps organisation in accomplishing its desired goals and objectives in an effective
manner. Through these activities, organisation can monitor and control its organisational
operations. With the help of this, business enterprise can get benefits regarding its market and
manage the profitability for long time period (Udachyna, Bandorina and Savchuk, 2017).
Marketing concept helps company in minimising its operating cost as it operates different
functions of production department in the most effective manner. It also gives a clear cut
suggestion to company that which promotional activity should it use to promote the products and
services. With the help of promotional and advertisement strategies, company can enhance
publicity of its goods which can result in high profitability and productivity.
P2. Duties and responsibilities of marketing which relates to wider organisational context
The main objective of every organisation is to satisfy the needs and demands of its
customers by providing them quality goods and services. The most important aspect of company
is to make customers aware about their different products. This can be possible only by effective
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strategies and policies of its marketing department (Pike and Page, 2014). With the help of
marketing activities, CADBURY can improve its other organisational functions. In simple
words, business functions are influenced by marketing practices and activities. The main
responsibility of marketing department is to promote and advertise different products & services
of company so that they can attract a large number of customers. Some other roles and
responsibilities of marketing department of CADBURY are:
Successful planning: This is the most important function of marketing department. In
this, marketing team makes various strategies, polices and plans so that different activities of
organisation can be operated in the most effective and systematic manner. If organisation will
make an effective marketing plan, then it can enhance its customer’s goodwill, profitability and
productivity. It can also help CADBURY in determining its current position in the market place.
So, it can be said that with the help of marketing planning, company can identify its existing and
future needs (Eldridge and Judkins, 2012). For better growth of organisation, its marketing team
needs to make an effective process so that it can minimise its operation cost. Also, this can help
company in improving and developing its market position.
Corporate image: Marketing involves various promotional and advertisement activities
by which organisation can promote and advertise its different products and services. With the
help of this, company can attract a large number of customers as people like to buy those goods
which are more popular in the market (Trinkley, Lee Page and Lien, 2013). These activities and
practices also help the business enterprise in enhancing its corporate image which is very much
important for organisational growth. Customers get attracted towards that company which has a
strong position in the market place. So, it is the responsibility of marketing department to make
effective strategies and policies so that company can increase its corporate image in market.
Strategy making: This is known as the most vital function of marketing department. If
company will make various strategies and polices then it can provide better satisfaction to its
customers. Before making plans and policies, marketing section should consider all aspects of
internal as well as external business environment (Mehta and Chugan, 2014). It is because; these
aspects can affect the performance of organisation and its different operations. So, it can be said
that strategy making is the most important responsibility of marketing department of
CADBURY.
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Business expansion: It is known as an organisational strategy in which company grows
itself by enhancing its number of outlets in all over the globe. With the help of marketing
strategies, organisation can enlarge its business at global level. Due to globalisation, market
competition has been increased which is affecting many business enterprises. So, to survive in
the marketplace, it is very much essential for CADBURY to compete with domestic and
international competitors (Gamble, Gilmore and McCartan-Quinn, 2011). If company will make
effective strategies and policies then it can expand globally.
Monitoring and controlling: With the help of marketing department, organisation can
monitor and control all its functions and operations. By analysing the customer satisfaction,
organisation can evaluate and control organisational performance and growth. It is a great
method by which CADBURY can determine its existing and future performance. With the help
of monitoring and controlling, marketing department can improve those areas of company which
needs proper development (Begic and Duman, 2013). So, it can be said that, most essential
responsibility of marketing section is to monitor and control each and every aspect of
organisation.
Organisational growth and development: the major focused area of each business
organisation is to enhancing its productivity and performance at market place. Firm and its
higher authorities are concern on designing some policies and rules as to implementing all
business operations in effective and efficient manner.
Product development and innovation: It is the main role of marketing department to
identify problems which are affecting current products and services. After discovering them, it
has made required changes in goods so that organisation can accomplish its goals and objectives
6
Illustration 2: Different organisational functions

in an effective manner (Chakravarthy and Coughlan, 2011). Marketing department can enhance
the organisational productivity by developing and innovating current products and services.
(Sources: Different organisational functions, 2017)
Hence, these are some of the most important roles and responsibilities of marketing
department. By performing these roles, marketing section helps organisation in operating its
other functions. In simple words, it can be said that to operate different activities of business,
company needs well developed marketing team. Organisational activities and marketing roles are
interrelated which each other. Some important functions of CADBURY which are related to its
marketing section are as under:
 Research and development: It is the most important function of organisation through
which it can identity current trends, needs, demands and preferences of customers. This
activity can be done only by taking the help of marketing section (Dudu and Agwu,
2014). People of sales and marketing department makes face to face conversation with
customers so that they can identify their needs. Then they inform Research and
development department about their collected information which can help them in
improving current product or service.
 Human resource department: It is that function of organisation which helps in
recruiting and selecting the most suitable staff members for vacant position of company.
As marketing department of enterprise help organisation in making its goodwill, which
can attract more people to apply in that company. Along with this, marketing section
conducts market research in which number of human resources that company will need to
operate its different activities and practices is estimated. This can also help HRM
department to recruit a specific number of employees.
 Demand and supply: It is very much important for marketing department to make a
balance between supply and demands of organisational goods (Ogunmokun and Tang,
2012). To perform this responsibility, marketing team can monitor the demand of
customers and supply of goods in market.
 Finance: The most important need of any organisation is appropriate working capital
without which it cannot accomplish different goals and objectives (Linlin, 2011).
Marketing department can organise various events and sponsorship where they can attract
many investors to invest in their company.
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Moreover, above mentioned points are the most important functions of CADBURY
which are interrelated with its marketing department. Without appropriate marketing, company
cannot grow its business and increase profitability. This is the main aspect through which
organisation can enhance number of its customers.
TASK 2
P3. Ways in which two organisation can apply marketing mix
The most important concept of merchandising is marketing mix which is a management
tool. It helps in enhancing the organisational growth and development. Company that gives more
importance to its marketing mix elements prove to be the most powerful organisation in
marketplace. In this, various components are involved which help enterprise in identifying and
attracting its potential customers by providing them quality goods and services. With the help of
marketing mix, organisation can achieve its desired results and can also increase its profitability.
According to traditional approach, there are only 4 P's which are product, price, place and
promotion. But when some marketers studied about marketing concept then they realised that
marketing mix requires three more elements which are people, process and physical evidence
(Desai, 2013). By determining all these components, company can get higher level of success
and also, they can make a strong position in the market place as compared to its competitors.
There are two organisations i.e. CADBURY and McDonald which apply their marketing mix in
different ways that can be determined by the following table:
Marketing mix components CADBURY McDonald’s
Product: It is that item or material
which is manufactured by business
organisation to satisfy different
needs, preferences and demands of
its customers.
This is a confectionery
company which provides
biscuits, chocolate bars,
food items, desserts and ice
cream.
On the other side, it is a
restaurant chain which is
highly known in all over
the world. This
organisation provides fast
food items such as French
fries, hamburgers, soft
drinks, shakes, hot and cold
coffee.
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Price: It is that amount of money
which is paid by customers when
they purchase some products or
services. Without this, no
organisation can get financial profit.
This is a well-known
organisation in the whole
world as it charges a
minimum amount for its
products (Mihart, 2012). In
the United Kingdom, it sells
chocolates at 2 Pounds only.
As compare to
CADBURY, pricing policy
of McDonald is very high.
Because, it spends a lot on
its interior design and also
provides various facilities,
so to cover those expenses
it charges high prices.
Place: In marketing process, it plays
a significant role. It is very much
important for organisation to make
its products available at consumption
place so that customers can buy them
easily.
CADBURY is a
multinational company and
it provides products in all
over the world. It has
covered approximately 70%
of market share in domestic
as well as in international
market. This organisation
have high number of shares
as it provides products in
rural and urban areas.
This organisation provides
its products and services in
the urban areas only. It
does not target rural areas
as its manager thinks that
poor people cannot afford
its high prices.
Promotion: It is known as most
important activity of marketing
section. Basically, it involves
promotion and advertisement of
products and services so that
company can attract a lot of
customers.
CADBURY spends a lot on
promotional activities. For
promotion and
advertisement, it gives ads
on television and also hire
popular celebrities to
become its brand
ambassador.
This organisation does not
spend on promotional and
advertisement activities
(Jones and Rowley, 2011).
For attracting new
customers, it offers high
discount on its food
products.
People: Stakeholders are the key
persons who play an important role
in the business growth. It involves
This organisation gives its
core attention to both
customers and employee
This company gives much
importance to financial
profit and does not
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customers, employees, suppliers,
investors and so on. Without
satisfying these people, company
cannot accomplish its goals and
objectives.
satisfaction (Papasolomou
and Melanthiou, 2012). It is
because; without satisfying
its employees, it cannot
produce high quality
products and without
satisfying its customers, it
cannot survive in the
competitive market place.
consider its employees and
customer satisfaction.
Process: It involves those procedures
which start from production and ends
to customer satisfaction. It is the
responsibility of every business
enterprise to use the best processes so
that it can manufacture high quality
goods which can satisfy its
customers.
CADBURY is a well-
known confectionery brand
as it manufactures the food
product in a hygienic
manner so that they cannot
affect their customer's
health. This works as its big
advantage which makes
CADBURY more powerful
as compare to its
competitors.
McDonald’s make its food
processes transparent so
that it can give assurance to
its customers that it prepare
its food item in hygienic
manner.
Physical evidence: It signifies that
service has been delivered to end use.
So it can be said that is used for
organisational services.
A huge number of its
customers shows that it
have great physical
evidence in the mind of its
consumers.
This organisation spends a
lot on its hygienic interiors
so that it can provide good
experience to its potential
customers (Berkowitz,
E.N., 2016).
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TASK 3
P4. Marketing planMarketing plan of CADBURY is explained as below:
Executive summary: To achieve the marketing goals and objectives, company needs to
make an effective marketing plan. It is referred as an essential document which involves various
future goals, activities, practices, plans, procedures and strategies so that organisation can
accomplish marketing objectives within minimum time period (Lamb, Hair and McDaniel,
2011). As CADBURY wants to make its marketing plan so, it has to use the best approaches so
that its growth and development can be enhanced. By using various strategies, this organisation
can fulfil its expectations.
Company overview: The described marketing plan is based on CADBURY which is the
world's largest confectionery brand. It render several food products such as desserts, chocolate
bars and ice cream, etc. This is a well-known organisation as it provides goods on affordable
prices. It was implanted by John Cadbury. In the recent scenario, it has enlarged organisation in
all over the globe as the company is having more than 50 branches globally. The major focused
area of firm is to increasing their market share as to attaining high growth and share. As a large
business enterprises company is having more than 72000 employees who are contributing their
vast efforts in reaching at higher profitability.
Situational analysis: Before making a marketing plan, this organisation has to evaluate
its internal as well as external business environment (Wirtz, 2012). Thus, it can identify all those
factors which can affect its current and future performance. For internal analysis, CADBURY
can take the help of SWOT matrix.
Strengths:
 This is a popular business firm as it has
a strong brand value in the United
Kingdom and various other countries. It also considered as the worlds fourth
largest confectionery firm who deals in
variety of confectionery items.
Company supply its products in rural as
well as in urban areas so that it can
cover a huge area of market as it create
Weaknesses:
 The company is not having an effective
product portfolio and it only based
upon confectionery market.
 The price of companies products are
high while the products and services are
compared with some small companies.
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value in enhancing profitability of firm.
Opportunities:
 By expanding its business
internationally, firm can enhance its
market share. By acquisition of midget confectionery
organisation, it can enhance the size
and can also can enhance wide number
of buyers.
Threats:
 The government of country changes its
rules and policies at regular basis and it
has a direct influence on organisational
productivity and profitability.
 Entry of new confectionery companies
is also a big threat for CADBURY.
Henceforth, these are some strengths, weaknesses, future opportunities and threats of
CADBURY which can help and affect its organisational performance (Desai, 2013). Apart from
this, there are also some macro environmental factors which should be considered by this
organisation while making marketing plan. These are as under:
 Political factors: It includes various rules, regulations, strategies and policies of
government. As per the change arises in the government policies there is vast change
arises in the rates of taxation and it has a huge impact on organisational performance.
Political factors have a direct influence on the working of organization it is the most
crucial macro factor, The political forces decides legislation within country, it can be
about corporate legislation, taxation, economy etc. which directly affects companies and
their workings.
 Economic factors: This can be considered as the most essential element for each business
organisation as it is required for firm to maintain proper flow of funds and capital in order
to implement all business operations n effective and efficient manner. Social factors: This factor include taste and desire of customer, organisation should take
proper initiatives steps in order to fulfil desire of customer. Organisation needs to knows
the views of customer before establishment of organisation. Organisation needs to follow
different condition which is impose by the government. It help to establish organisation
in effective manner.
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 Technological factors: Technologies plays effective role in enhancing organisational
performance as advancement in technologies are effective for firms growth and
success(Mihart, 2012). through taking help from technical department, CADBURY can
improve its productivity and operation.
Hence, these are some macro environmental factors which should be considered by
CADBURY while making its marketing decisions. Marketing objectives: Every organisation makes its business plan to fulfil its goals and
objectives. Main aim of CADBURY is to increase its market share by 15% in the next
three years. Apart from this, its other objectives are high profitability, productivity as
well as employee and customer satisfaction Marketing strategies: Company wants to increase their market share. So, it is essential
for them to use a new way of promotion which can help them to improve their market
share (Jones and Rowley, 2011). Thus, they have to use new media of communication
and need to make their focus on social media marketing which can help them to make a
better communication with their targeted customers. So, they have to use segmentation
appropriately in social media marketing according to the age. It is because; they are
having different types of products for different age groups (Papasolomou and
Melanthiou, 2012). Marketing budget: To operate activities and practices of marketing plan, it is very much
important for the organisation to have an appropriate financial budget. Marketing budget
is the estimate which is made by marketing manager. It acquires to promote various
products and services. It is generally part of marketing plan which includes different
promotional activities likes advertising, and public relation,employing staff, cost involve
in different office and other expenses these are important for the growth of business.
Marketing budget provide an appropriate figure of expense and income of organisation
for one financial year.
Marketing budget-
Marketing budget
Particulars 1st year 2nd year 3rd year
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Initial money 20000 10000 8000
Investment 10000 12000
Total 20000 20000 20000
Marketing expenditures 5000 10000 15000
Advertisement 6000 10000 15000
sales promotion 5000 15000 10000
Direct marketing 6000 4000 5000
digital marketing 8000 1000 5000
Total 30000 40000 50000
Control and monitoring: This is the last step of marketing plan. After implementing business
plan, it is very important to monitor and control organisational performance and growth. For this,
company can determine its customer satisfaction as it is the most important tool which can help
organisation in determining its current position (Berkowitz, 2016). The marketing budget of the
organization is set by the marketing department in consultation with finance department. The
budget is set by the management of the company based on its policies and strategies. If the
strategy is aggressive the budget is going to be big, however if the strategy is conservative the
budget is going to be low.
Hence, this is the new marketing plan of CADBURY in which it has decided to increase
its market share in next 3 years. With the help of marketing strategies, desired goals and
objectives are accomplished in the most effective and systematic manner.
CONCLUSION
By evaluating above mentioned report, it has been concluded that marketing plays a
significant role in the organisational success. It includes various activities such as promotion and
advertisement which gives detailed note to customers about product's specifications. With the
help of marketing concept, organisation can get accurate knowledge about their different
14

products and services. In simple words, marketing gives proper knowledge about organisational
goods which can help in evaluating customer’s demands and needs. Marketing can be defined as
the process which make some value for customers by providing them high quality goods and
services. Consumers pay a specific amount of money in exchange of those goods and services.
There are seven most effective elements of marketing concept which are product, price, place,
promotion, physical evidence, people and process. These components helps organisation in
accomplishing their goals and objectives in the most appropriate manner. This project report is
based on ''CADBURY'' which is world's biggest confectionery brand. Currently, company is
focusing on its marketing function so that it can enhance the market share. In this report, various
functions of its marketing department have been explained along with their relevance with other
functions of company. At the end, new marketing plan of this company has been made so that it
can accomplish its goals and objectives in an effective and systematic way.
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