Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
PART 1 .................................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function.........................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
.........................................................................................................................................................4
PART 2..................................................................................................................................................5
TASK 2.................................................................................................................................................5
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.............................................................................5
TASK 3.................................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation..............................................9
CONCLUSION..................................................................................................................................13

INTRODUCTION
Marketing is wider and broader concept which require deep level of knowledge and skills.
Marketing is defined as process which is used to promote the selling or purchasing of product.
(Proctor, 2020). In business sector, it has become important for organisation understand the concept
of marketing to carry out the functions, operations and activities. With rise of competition, trends in
market are flexible which change from time to time. Cadbury, a Brsitish multinational corporation
headquartered in UK. It is being considered as largest confectionery company after Mars brand.
Company provides ample number of products such as 5 star, Bournvita, Cadbury Fuse etc. This
report comprises of roles & responsibilities of marketing function, inter-relation between roles &
responsibilities of marketing with organisational perspective, marketing mix and marketing plan.
PART 1
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing includes ample number of functions and operations but is mainly focused on
selling or buying of goods. In relevance with Cadbury, their perform their functions with proper
consideration so that goals as well as objectives are achieved. Marketing function have various roles
& responsibilities which are discussed below-
Identifying the requirements of Customers
This is most important role of marketing function in which role is to search / identify the
changing needs of customers which changes periodically. It is essential to identify the needs so that
decision making is carried out accordingly. In reference with Cadbury, they also focuses on there
target customers by conducting proper market research. By this research, it become easier for them
to understand the need of end users.
Determining customer requirements
In business, marketing department is also responsible for analysing & anticipating the
customers requirements as because it assist them in gaining competitive advantage. By anticipating
customer requirement, it is easy to fulfil the demands and needs of every potential individual. In
context with chosen entity, they anticipate customer requirements by statistical techniques and
strategies (Rudden, 2016).
Market research

It is most essential responsibility which is required to fulfilled as because by conducting
market research it is possible to examine the potential customers with their appropriate use of
tactics. Moreover, by focusing on this responsibility it is easy to changes can be made effectively.
Satisfy needs of end users
Then further role is to provide or deliver a total satisfaction to consumers. By focusing on
this role, marketing department is able to use their resources in most efficient manner. In context
with selected entity, they provide high quality of taste of products which satisfies the needs of end
users at wider scale (Sanclemente-Téllez, 2017). It also leads to increase of goodwill of firm in
market so this role is needed to be performed in correct way.
Making Profit
Another of role is to produce and sell product so that profit is generated at higher level. By
focusing on this responsibility, firm is able to achieve objectives and expand their activities at larger
scale. This is mostly done through providing discounts, offers on a product to end users. This
responsibility helps in examining of impact of product on end users as well as market. In reference
with Cadbury, they are able to maAnother of role is to produce
and sell product so that profit is generated at
higher level. By focusing on this
responsibility, firm is able to achieve
objectives and expand their activities at larger
scale. This is mostly done through providing
discounts, offers on a product to end users.
This responsibility helps in examining of
impact of product on end users as well as

market. In reference with Cadbury, they are
able to make profit because of providing
affordable products in market. Through this,
it is easy for them to expand their operational
activities at larger scale.
ke profit because of providing affordable products in market. Through this, it is easy for them to
expand their operational activities at larger scale.
So, after analysing above matter it has been examined that both roles as well as
responsibilities are performed by marketing function in appropriate manner which also increases the
productivity of enterprise at higher scale. Therefore, it is these are performed by department in most
efficient manner.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
In organisation, it is important to carry out marketing activities so that goals are
accomplished in proper manner and within a period time. Marketing manager is needed to be aware
about their roles & responsibilities so that error do not occur during the process. Further, performing
these will assist in achieving of objectives at wider scale. In relation with company's point of view,
they are have ample number of roles which are linked to marketing function (Lam, 2019). Cadbury
focuses on these responsibilities & roles through which they carry out dal processes in correct way.
There are various functional units which are connect with marketing concept and are discussed
below-
Marketing and Human resource department: Human resource plays a crucial role for
recruiting capable & knowledgeable candidates with aim to get the work related role filled with
appropriate person. In reference selected entity, marketing focuses on offering credentials linked to
job position that assists the HR professional to select applicant as per their needs. So, it is essential
to make coordination between both HR and marketing department for enhancing profitability and
sales of Cadbury in future perspective.
Marketing and Finance department: Finance department is also important for carrying out the

task & activity of business organisation. It is responsibility of manager to assess need of Finance in
every field. Then further, in marketing sector there are several promotional tools which included
sales promotion and personal selling for carry out various function in improved manner. Hence, it is
crucial to make coordination between both finance & marketing sector. In reference of enterprise,
the financial management make a budget for conducting different marketing functions in improved
manner (Wu, 2018).
Marketing and Research & Development department: Research & development department
focuses on conducting effective research to collect necessary credentials regarding taste,
preferences or needs of consumers in correct way. They conduct research for identifying the
demand of customer during interval of time. The information collected from R and D department
helps marketing manager in satisfying the need of customer for continuous period.
Marketing and Production department: The production department is crucial for converting
the manufacturing of goods or products into final output. Thus, it is important to make coordination
between both production department and Marketing department so that they can produce goods
which help in attracting number of user at market place. In reference with selected corporation, the
production department manufacture goods for satisfying need of customer with aim to gain
competitive advantage of rival firm in market.
Therefore, it is seen that above stated paragraph depicts inter-relation between roles, duties
with firm context. Manager of entity is responsible for managing both these two. It is a critical
processes are which required to be carried out after a proper decision making. Furthermore,
enterprise is able to accomplish goals in appropriate way. With linking up with these functional
units, it is cleared that they marketing is related with functional units of organisation at wider level.
So, it is essential to make decisions regrading these in most appropriate way.
PART 2
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
In enterprise, it is necessary to use effective strategies and tactics to increase sustainability
period of business for future period. With use of marketing strategies, it is possible to compete with
rivals in market in appropriate way. Organisation uses different types of strategies according to
their level of requirement criteria. So, to compare these heterogeneous ways or criteria two
enterprise have been chosen for comparison which is Cadbury and Nestle.

Marketing mix-
It is strategy which is a set of tactics or actions which is used by entity to promote their
product of firm (Liu, 2017). To use this strategy, deep level of market information is required so
that elements are used in appropriate way. In relevance with selected firm, they use this set of action
so that objectives are achieved. Therefore the supervisor of firm focus on organising and
appropriate marketing mixes of on entity & their competitive strategy for achieving competitive
benefit. In respective of of these, it help in increasing presentation of organisation in interval of time
therefore the manager focuses on organising or conducting Cadbury and Nestle marketing mix for
increasing the performance level (Dost, 2019). It is a wider concept as it involves seven P'S of
components which are described below-
P'S Cadbury Nestle
Product- Product is defined as a thing
which is manufacture with aim
of selling. In relation with
chosen entity, they also have a
ample number of product such
as Dairy Milk silk, Cadbury
Nestle also have varieties of
product in their organisation
like Nestle coffee, breakfast
cereals, dairy products etc.
They target every types of
customers from lower to higher

Celebration etc. With this large
product portfolio, they attract
large number of customers.
class income people.
Price- A price refers to value of
anything which is meant for
sale. In organisational sector, it
is important to be aware about
price of the product.(Chokshi,
2016). There are various types
of price strategies like
skimming price, penetration,
etc. In reference with
undertaken entity, they uses all
types of price strategies
depending upon the quality and
demand they use strategy.
This enterprise also have
different prices of product
according to their quality. As
they targets affordable,
premium and superior
customers they use prising
strategies accordingly.
Therefore, pricing strategies are
flexible in such type of business
or rely on changing market
demands.
Place
It refers to location from where
there the product of company is
available to customer or they
access the goods. It is crucial
for every entity to focus on
physical location whether
consumers will be able to
access the store or not.
Cadbury is located globally
which makes it easier for
enterprise to access store.
In related with Nestle, they
have been also located
worldwide. As a place, they
have there products at
hypermarkets, supermarkets,
local shops which are easily
accessible. Due to this,
individual easily find
company's products in
convenient manner. (Jha, 2017).
Promotion-
It refers to process of promoting
or advertising the product or
goods through use of different
tools like social media, personal
selling etc. So, selected
enterprise uses social media as
a tool for promotion. It is most
In reference with this company,
they also promote their
products at global level. There
are various tools which are used
by firm such as newspapers,
broadcast air, etc. which are
used by them for promoting

effective commonly used tool. product.
Processes-
This is defined as process of
distribution of goods and then
final delivering it to customers.
In this process, assuring is
being done regarding how the
service is of product is
delivered. In context with
chosen enterprise, they
encounter customers in such a
way that they purchases product
(Magalhães, 2020).
In this, processes is being
carried out effectively.
Organisation deliver after sales
service to their customers.
Through this, they are able to
increase satisfaction level of
consumers at wider scale.
People-
In this component, it includes
those people who daily
encounter consumers such as
sales man, staff, management,
employees etc. Thus, chosen
entity have well organised and
trained staff who are
responsible to their duties.
This enterprise have skilled
employees who increase
business productivity. This is
because firm provides on the
job and off the job training to
their employees & staff.
(Schultz, 2018). Through this,
they are able to deal with end
users in positive manner.
Moreover, these people help in
overall functioning of
functions/ operations.
Physical evidence
At last component is physical
evidence which refers to
physical proof of existence of a
company. It is needed to be
focused because to attract or
buy trust of end users, it is
crucial to have physical proof
of entity. So, this firm have a
physical evidence as they have
their products in almost al the
They have main aim of
delivering good quality of
products by good packaging,
effective distribution system,
well organised physical outlet,
etc. Through this, they provide
evidence to public of their
business. It leads to increase of
positive relationship between
both the parties.

local as well as premium stores.
By accessing this, it is easy to
increase trust of consumers.
Therefore, from stated matter it has been seen that it is crucial to use marketing mix so that
entity is able to use decision making process correctly, resources in efficient way. Through this, they
carry out their functions & operation in appropriate way. Moreover, this is analysed that with deeper
analysis and by conducting research it is possible to accomplish or use tactics in effective manner.
By understanding comparison between different organisational & there different way to use
marketing mix, it is seen that proper awareness is needed to be maintained so that everything is
done in correct procedure.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
In business sector, it is important to prepare a marketing plan which will guide and direct
how , when & what to use during the process. Planning is crucial at every aspect of business
because risk is dissociated with it (Abdel-Basset, 2018). It is time consuming process but is
crucially to be adopted for achievement of better results. It includes various elements which are
discussed as follows-
Company overview- The chosen firm is Cadbury which is a multinational firm
headquartered in UK. Entity have varieties of product with large portfolio which attracts ample
number of customers. It is located globally & run its operations, functions accordingly. It was
founded by John Cadbury in 1824, UK. It has larger supply chain which is used by them as
competitive advantage. They provides products like biscuits, chocolates, toffees, etc. (Proctor,
2020).
Vision and mission- Main vision & mission of entity is to deliver a premium quality of
products to customers with total satisfaction. Whereas, there vision is to be global leader in
confectionery sector.
Objective- The first most priority objective of enterprise is to enhance the customer
portfolio of product worldwide. They have started focusing on their aim like in present view, they
want to offer sugar free products to those who are focused towards their health and nutrition.
STP- It refers to process in which it is used by entities to determine the position of firm

with aim to target potential consumers (Rudden, 2016). It is elaborated as segmentation, targeting,
positioning. With help of this approach, it is easy to make decisions regarding identifying of market
or end users. So, undertaken enterprise use this in their marketing plan to achieve positive results. It
is further explained below-
Segmentation- It is defined as process of dividing of market in basis of various variables
such as demographic, geographic, etc. So, selected corporation segment their market on basis of
demographic variable.
Targetting- Further arises targetting in which potential customers are targetted on basis of
demographic. The manager of enterprise plan their actions on focusing on this variable. They target
15-45 year old age people (Lam, 2019).
Positioning- At last, in positioning it refers to building an image in mind of end users. It is
always seen that customers get attracted towards those products or brand easily who have a good
image or high position in market. In view point of corporation, they have premium-affordable
position in market .
Thus, it is examined that STP is necessary to use so that positioning is determine in better
way. It is duty of manager to make ensure that everything is done in systematic manner.
SWOT Analysis- It is a tool which is used by companies to access their internal capabilities
which have deep impact ion business environment. As Cadbury is launching new product which is
sugar free cookies, it is necessary for them to examine their internal capabilities. With help of
SWOT Analysis, firm abilities is known at depth.
Strength
 Main strength of company is that it
located globally by which it is easier for
them to do use resources efficiently.
 Then, with larger product portfolio they
have expand their operational activities
at larger scale. (Sanclemente-Téllez,
2017).
Weakness
 Its weakness is that as it currently
provide unhealthy products & it is
difficult to attract health focused people
towards brand.
Opportunity
 As they are providing healthy food-
products, they have a wide opportunities
of accessing healthier people who are
have sugar problem (Dost, 2019)
Threat
 With introduce of many new entry in
market, they are dominating the market
of entity which is affecting their profit
ratio.

 Also, because of use of aggressively
promotional tool it is increasing their
cost of production. (Wu, 2018)(Liu,
2017).
In context of Cadbury the budget is 15000£ related to sugar free cookies of Cadbury which
is going to be discussed below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 4000 5000 6000 5000 20000
Venture 8000 13000 13000 33000 11000
Total 12000 18000 19000 38000 31000
Promotion lay out
Advertising 6000 3000 4O00 3300 3250
publicity 4000 2000 6000 2200 2000
Direct selling 4200 2000 5000 3000 4650
Total 14200 7000 15000 8500 9900
The given matter states that marketing plan is important for development of new product in
market. So, in explained paragraph STP & budget of a plan has been discussed. The budget of
enterprise is higher because of use of promotional tools (Chokshi, 2016).

CONCLUSION
After a brief analysis of above report, it has been concluded that marketing essentials are
important which are needed to be adopted with proper market research so that goals are
accomplished. It is duty of manager to make assure that correct essentials are used which increases
productivity. So, discussions have been made about marketing functions, inter-relations with
different roles & responsibilities, marketing mix & plan. Firm need to use them in such a way that
process is carried out effectively. Then, budget has been prepared which specifies that how much it
will cost to use marketing essentials.

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