Marketing Essentials: Concepts and Applications

This assignment delves into the fundamental principles of marketing, exploring various concepts such as market research, consumer behavior, branding, and marketing strategy. Students are tasked with analyzing case studies, applying theoretical frameworks to practical scenarios, and demonstrating their understanding of marketing's role in business success. The assignment incorporates both textual analysis and illustrative materials, encouraging a holistic grasp of marketing essentials.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key Roles and Responsibilities of Marketing Function...................................................1
P2. Roles and Responsibilities of Marketing relate to wider organisational context.............6
TASK 2..........................................................................................................................................10
P3. Comparison of application of marketing mix by different organisations for achieving
business objectives...............................................................................................................10
TASK 3..........................................................................................................................................11
P4. Marketing Plan...............................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
To do all tasks with highest efficiency and to gain high profitability, company conducts
marketing activities. This is an effective method by which an association can gather knowledge
about the market conditions like opportunities and threats as well as demands of consumers to
improve relationship with customers and to enhance profitability of associations. In context of
company’s growth, a venture should realise the need of strong company and consumer bond so
that clients could be retained for longer period of time with association (Dibb and Simkin, Pike,
2015). Marketing essentials is a framework that incudes strategy for new product development
by conducting by conducting SWOT and PESTLE analysis along with segmentation, targeting
and positioning tools. This report is focused on Cadbury which is the second largest company
that deals in confectionery industry. This firm is headquartered in the United Kingdom and
founded by John Cadbury in 1824.
TASK 1
P1. Key Roles and Responsibilities of Marketing Function
Marketing is a process to increase awareness about products and services among
customers. Through this activities firm can able to increase brand value and image in mind of
clients. It comprises seven aspect which are called 7P's of marketing like product, price, place,
promotion, process, people and physical evidence. Management of Cadbury develops strategies
and plans in order to increase profitability as well as high market share. Marketing manager
considers three components which are needs, demand and wants. Need: It is the basic requirement of people to survive like food, water, clothes, security,
house, shelter and many more. Want: It is a desire of consumer in order to fulfil needs in an effective manner in given
time frame. Wants are not permanent, they are continuously change with time. This kind
of desire can be hold for long period of time. Demand: It is a process to fulfil wants and desire of their customer's as per their demands
within a market. (Malhotra, Birks and Wills, 2013).
Development of Marketing Trends: In earlier times, retailers as well as manufacturers;
both are concerned about selling products and services that help to gain high profits. They follow
sales concept which provide revenue of an organization. The main aim is to clear stock and
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manage inventory in an effective manner. Management of Cadbury uses training program that
enhances employee’s skills and knowledge. Through these activities, firm increases customer's
satisfaction. It helps to provide higher sales and market position. Trained workers are able to
manage and organise all business tasks effectively. It is the management responsibility to know
consumers’ needs and wants by conducting research events within and outside company.
Through this, enterprise is capable to develop and modify goods according to clients’ needs and
wants. In the current market scenario, selling concept is not important as compared to product.
All company are concentrating on both quality of goods and customer's satisfaction. But this
concept are no longer profitable by firm. This theory pays attention on distributing goods and
services with high quality in order to achieve higher consumer's satisfaction. This concept
includes aspects of needs, wants and demand generation in all potential clients (Blythe, 2012). Current Trends: In the current market, various types of trends are noticed in area which
affect whole business activities. Most of the changes are done in the field of technology
and IT. Also, it considers manufacturing and transportation that affect supply chain
management of Cadbury.
 Future Trends: Some important future trends are enhancement of advertising, promotion,
process and physical evidence as well as many more which affect firm’s future
requirements and strategies in order to achieve set goals and objectives in given time
frame.
External environment that create impact on marketing activities: There are various external
factors which affect firm’s tasks that affect the marketing activities which are explained as
follows:
Legislations: Through these activities, management of Cadbury provides equal rights to
all employees at workplace.
Technology: Through this, firm is capable to improve product’s quality in order to
achieve targets in an effective manner (Baines, Fill and Page, 2013).
Structures and Operations of Marketing Department
Structure
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(Sources: Organisation of Marketing Department, 2018)
Operations and Roles of Marketing Department: There are many functions possessed by
marketing manager in Cadbury. These are stated as beneath:
 Distribution: This is an essential function of marketing department because this
task involves efficient and timely delivery of products among all other retailers
and whole sellers and this move will decide sales volume of association. To get
all actions done, activities need support of transportation and conveyance
facilities. This section includes following aspects which are discussed as below:
◦ Customer Service: Cadbury promises its clients to provide quality services and
this is related with association as brand equity and keep increasing position of
company in marketplace (Rossi, Allenby and McCulloch, 2012).
◦ Order Processing: This is a tool which is to be used to collect and record data
related to orders and demands of clients for making right delivery at correct
and most needed time.
 Selling: This is a significant action of marketing because enhancement in sales
volume without compromising quality of product is responsible for growth of
company.
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Illustration 1: Structure of Marketing Department

 Financing: There are so many activities which are included in marketing
department to conduct all marketing actions in continue and smoother manner,
manager of marketing need adequate amount of funds. This action is helpful in
catering the demand of customers (Clow and James, 2013).
 Marketing Information System: This is a software which is especially designed
for marketing functions. This application does collection, storing, sorting, analysis
and distribution of marketing information on continuous basis.
Below is the difference between marketing functions of Cadbury in B2C and B2B
context.
Basis B2C B2B
Distribution Number of customers that Cadbury is
handling in marketplace are wide and
to make effective distribution of
products and services to generate
regular demand of confectionery
demand.
Retailers and Whole-sellers and other
companies are business customers for
Cadbury and to make them happy,
regular availability of products should
be maintained by firm.
Product To take care about health of
consumers, it is the responsibility of
Cadbury that management should
produce better quality products.
Heavy amount of sales of corporation
depends upon business customers and
so, it is required from marketing
manager that he/she should provide
extraordinary quality products to
these consumers.
Price Rate of a product should be set of
middle level so that consumer could
purchase that and this buying may
generate a prominent amount of profit
to venture.
A remarkable rate of product should
be set so that it should not be so
costly for business clients and they
could be able in capturing higher
amount of profit.
Place By taking help of prominent strategy,
product should be attackable to
customers mind so that client could
Proper placement strategy should be
framed by for targeting business
customers so that more and more
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easily relate with themselves with
item.
consumer could get fascinate towards
company's products.
Promotion Placement of product depends upon
promotion function because this is a
tool which makes a product popular in
the eyes of customers.
Different promotional strategy should
be framed in order to fascinate
business clients.
Selling Enhancement of sale relies upon
marketing department and this is a
core function on which whole
marketing activities rely.
Marketing function should get done
with adequate direction and to target
business clients all activities should
be done in that manner whereby more
number of business client could get
attract.
Financing There are too many activities that are
linked with marketing department so
to run all actions in smoother manner,
appropriate amount of finance is need.
This type of client needs higher
amount of funds than B2C.
Marketing
Information
System
This software application is more
relatable with consumers.
Less importance of this tool for
business customers than normal
consumers.
Marketing Mix: This is a tool which consist four elements and description of all this is stated
below:
Products: This is a core functions of marketing function because all actions related to
marketing department revolve around this main object. This section consist quality of products
along with attributes so that a healthy and customer friendly item could be produced in Cadbury
company (Lipsman, and et. al., 2012). An item should satisfy all clients and customers in most
satisfaction manner because a satisfied client comes again for make purchases. Marketing
manager should always tries to maintain high quality of product so that it could generate
competitive advantage for association. Product should be highly linked with clients.
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Price: This is an element on which entire amount of profit depends. For example, Dairy
Milk is a chocolate of Cadbury and if company set higher price of this item then less number of
customer could but this and this action could be a failure. On the other hand if corporation set a
lower price then it will not generate required amount of profit and this is also a losable situation
for venture. So to satisfy both above conditions, manager should set a moderate value of item so
that company and customer could get same advantages with product.
Promotion: This technique should be prominent so that all products could get higher
number of customer attention and could get successful in marketplace. Growth of association and
item depend upon this publicity function (Babin and Zikmund, 2015).
Place: To distribute products among all type of customer, this is a required and important
task of marketing department. Place comprises following aspects which are discussed below:
 Inventory Control: All stocks and raw material should be arranged in proper
manner so that production of required number of products could get done in
requisite time period so that delivery will be accomplished in appropriate way.
 Transportation & Logistics: This sections involves all methods that are linked
with conveyance like bus, train, cars etc. So, appropriate method should be
chosen for making correct time delivery.
 Packaging & Materials: To make all deliveries successful like raw materials
could be reached in warehouse in appropriate time and to make delivery of
adequate finished product without hampering quality and quantity of product,
a prominent method of packaging should be choose so that sabotage of item
could get reduced.
P2. Roles and Responsibilities of Marketing relate to wider organisational context
Marketing as Business Function: This is a core function of marketing because all task
related to this functional area are getting done for capturing larger market share and higher profit
in marketplace. All marketing function focuses on manufacturing of better quality product so that
it could get higher attention of clients and consumer will get maximum satisfaction and this
function further generates customer retention for Cadbury. For example, Oreo biscuit is a cookie
product and this item got a prominent market share due to its quality and this happened by
marketing functional area of Cadbury which takes care all actions related to production and
selling of item.
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Marketing department wants to make all its products eye candy in market and to attain
this purpose, managers keep eye on quality and hygiene of item so that all health measure of
consumer could get maintain and this type of action is responsible for generating higher amount
of profit in market place (Forshier, 2012).
Business is an activity that is done for getting financial profit and marketing is a function
that makes this thought real for Cadbury. In context of this thought all marketing function should
get done by an expert and professional personnel so that efficiency and effectiveness of item
could be gain for satisfying higher number of clients in market. Marketing functions are useful in
achieving all aims and objectives of Cadbury. For example, mission of firm is “Quality means
Cadbury”. This purpose is paying attention of making best quality product because it is
necessary for growth and success of venture. So, it is a responsibility of marketing manager that
all quality measures could get attain by all workers so that an extraordinary quality product could
manufacture because this functions is compulsory for enabling a customer to make repetitive
purchase of Cadbury item. All marketing function could get done in most appropriate manner so
that higher efficiency could get achieved (Wilson, 2014).
Relationship of Marketing with other Departments of Company
Marketing is a functional segment that takes care of all department as it is responsible for
quality and timely production of all products. Marketing manager keeps eye on working pattern
of all staff members so that ideal time in working could get reduced and more number of
products could be produce in same time duration because Cadbury is a continuous growing firm
which is showing regular success in market place. So to maintain this function, more than current
requirements items could be manufactured for attaining fascination of new clients. This type of
concept is discussed by Peter F, Drucker in market. Marketing actions provide direction to all
activities that are get done in association.
Human Resource Department: Manpower is an asset that is must for attaining all targets
by producing good quality products for firm. It is a responsibility of marketing department so
that all task could get done in most profitable manner so that entire workforce should work with
most efficiencies. Distribution of all major task into short actions should be done appropriately
so it is a responsibility of marketing function that alignment could get done in most effective
manner and it could be linked with workforce very efficiently. This section includes following
aspects:
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 Providing direction in new product development.
 All workers should be assigned those task in which manpower is best.
 Efficient and effective team building for accomplishment of a task for achieving
maximum profit (Baack, Harris and Baack, 2013).
Finance Department: As it is discussed earlier that each and every activity that takes
place in a corporation relates with marketing function in direct and indirect manner so to
accomplish all tasks and actions in most effective manner, a prominent financial resources are
required. This function further includes following factors:
 Recognition of availability of adequate budget to meet research needs and to meet result
of investigations which is related to market demands and opportunities.
Financial area has an overview that all activities of company should be accomplished by taking
care of financial capabilities of association because for all actions, firm could not generate more
functions. Before starting an action approval of finance depart is necessary for marketing area.
Production Department: To ensure successful accomplishment of all operations,
marketing department should be connective with operational department (Silberschatz, Galvin
and Gagne, 2014).
 To check that whether required amount of products are being produced or not because
success of item depends upon this.
 To quality measures in items, marketing manager ensures this fact by keeping eye on
regular basis on production department.
 All number of orders that are coming in firm due to successful marketing actions should
be maintained for achieving all goals in requisite time period.
IT Function: This section comprises use of adequate tools and technologies that are
latest in market so that all task could be done in most appropriate manner and could generate
greater amount of profit by serving high quality items in market. It is the duty of IT department
head that they provide adequate knowledge of latest technologies that are able in generating
higher amount of profit by putting minimal efforts.
Customer Service: It is a responsibility of marketing department that all required services
should be provided to customers so that customer should get good quality products and this
action will enable consumers to make repetitive purchases of confectionery items from Cadbury
company along with recommending products to their family and friends group (West, 2012).
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(Source: Relationship of Marketing Function with other departments, 2018)
Research & Development: This functional area is set in company for getting information
regarding taste, preferences, opportunities and threats that could be converted into potential
demand. This field of company is like an engine of all activities. Success of Cadbury is generated
by R&D department because this is a prominent area and personnel whom are working in this
section are highly capable in their work. In context of marketing department, manager converts
all result into actions so that outcome of research functions could generate positive result for firm
(Terpstra, Foley and Sarathy, 2012).
Administration: To conduct all actions and task in most systematic manner, marketing
managers are supposed to set a step by step procedure of working so that actions could relate
with other activities as this function is necessary for success of operational activities that are
directly linked with production of products.
Distribution: Marketing department need to keep an eye on supply chain management
system to make efficient distribution of all finished products along with acceptance of raw
material. For e.g., to get product in reach of consumers, proper logistic system should be used so
that no delay could happen in distribution of products into marketplace.
Sales: Marketing is nothing if it cannot generate a prominent amount of sales volume
which is necessary for growth and success of company. Sales is a function that brings profits in
company along with enhancing reputation of firm in industry.
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Illustration 2: Relationship of Marketing with other departments

TASK 2
P3. Comparison of application of marketing mix by different organisations for achieving
business objectives
Marketing Mix: This is a tool which operates most of marketing activities and provides
direction to all actions by gathering information regarding current market demands. This tool is
helpful in determining all aspects of target market. Marketing mix comprises four factors like
Product, Price, Place and Promotion but as time passed scope of marketing mix has been
enhanced and additional 3P's are been added in this technique and which are People, Process and
Physical Evidence. In context of Cadbury, managers of association are using this tool very
efficiently and generating remarkable amount of financial and non-financial amount for firm.
This tool is helpful in capturing required amount of customer attraction towards company
products so that consumers could buy item and get maximum satisfaction because without this
client would not make any further purchase. Below is description of marketing mix between two
companies:
Factors Cadbury Nestle
Product Firm recently make their product
portfolio more wider by introducing
Cadbury Lickables, biscuits, milk
power etc.
This sector widen up their product
range by launching KitKat Dessert
which is having different taste than
original KitKat.
Price Rate of products of this company is
relatively higher than other companies
but value relates with quality of
products.
Price of items is good and moderate
and is able in including in budget of
every kind of people.
Place Cadbury is using quite prominent and
adequate tool for placement of their
product so that customer could easily
recognise them among all similar
items at marketplace in industry
(Baker and Magnini, 2016).
This firm is also uses a prominent
amount of resources in order to make
product familiar among customers.
Promotion To make all product popular in market Different, unique, comedy and
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place adequate tools is being used in
company like Cadbury is using
animated advertisement and song in
which is quite possible for publicising
products.
serious attributes are been added in
advertisements as publicity stunt for
corporation.
Pysical Evidence Building, logo, symbol, customer
centre, tag-lines are example of this
point which is helpful for consumer to
recognise association among all
companies.
This firm is having strong
infrastructure, tag line logo and
symbols which enables a customer in
differentiating company among equal
associations.
Process Cadbury uses easy promotional tools
whereby is usable for get in reach of
clients to make popular.
Process of this firm is easy and every
staff member can relate this and
everyone could operate this with
maximum efficiency.
People Large number of people are associated
with this company who influences
perceived value of product whether
directly or indirectly.
Company taking care employees
with remarkable care so that all task
could get done with higher
effectiveness.
TASK 3
P4. Marketing Plan
Marketing plan is a written statement which is created by top management in order to
provide direction to activities which is conducted in Cadbury. Main motto of this document is to
serve a settles path so that all task could get done in systematic manner. Before preparing
marketing plan, it is required from manager that he/she should consider all aspects that are
related to business operations (Shaw, 2016). Elements of marketing plan are discussed below:
Overview of Company: Cadbury is a world's second largest confectionery company that
is operating its business activities in UK. John Cadbury was founder of this organisation who
started this venture in 1824 in dairy products sector. Cadbury is highly efficient in developing
marketing plan which is making all activities successful.
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Vision of Cadbury: major and biggest objective of corporation is “making company as a
brand by using customer loyalty and trust”. This statement firm wanted to achieve and they have
succeeded this. John Cadbury wanted to see his organisation on top in customer’s point of view
in some years and they got success in this vision.
Mission of Cadbury: Mission statement of company is “Cadbury means quality”. This
tag-line provides a short for staff members so that they consider all aspects which is related to
quality and hygiene and safety could not be sabotage by any action. This is an important aspect
of company which decides day to day activities of corporation.
Illustration 3: SWOT Analysis
(Source: SWOT Analysis of McDonald's, 2018)
SWOT Matrix of Cadbury is mentioned as beneath:
Strengths Weaknesses
Organisation is having wider range in product
portfolio and all items are generating success
and growth of association. Association is
manufacturing quality products by considering
all health measures of clients.
Prices of products are too high which is not
affordable for everyone. Due to health
consciousness, company is losing its market
share and need to come out of dairy sector.
Opportunities Threats
Company can go apart from dairy sector in
confectionery industry and can launch low
Competitors are growing very rapidly and
generating high rate of competition in
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rates product so that it could be added in
budget of every product.
marketplace. Some products like Oreo biscuits
are not able in generating high demands.
Goals and objectives of McDonald's: There are some purposes which should be accomplished in
limited period of time in order to hit all targets in most efficient manner. Main objective of
company is to produce high quality products by using pure and hygiene ingredients so that it
would not hamper health of any consumer (Papasolomou and Melanthiou, 2012).
STP
Segmentation: This is a distribution of marketplace among several segments. This action
can be done on the basis of age group, gender, demographic region, type of product etc.
appropriate segmentation decides growth and success of company because proper selection of
potential customer is responsible for high demand of product.
Targeting: After segmenting marketplace in various sections, an adequate portion of
people will get select according to their need so that highest satisfaction could get by providing
them appropriate items.
Positioning: It means to target selected market, most suitable strategy could be framed so
that most number of people should be addressed. For example, Cadbury launched Dairy Milk
Silk and segmented market on the basis of age and then selected youngsters as their target group
and spread chocolate as valentine gift which young people uses in present time duration. This
idea made product highly successful.
Marketing Strategy: To achieve all targets in limited period of time, a remarkable and
significant marketing tactic is need for company so that all task could be accomplished in most
profitable manner. Marketing strategy is a framework which uses all concerns related to business
operations to get prepared.
Implementation: After formulating strategy, its effective execution should be done
because this is necessary for growth and success of organisation along with getting competitive
advantages.
Evaluation: To assess all task and activities, following methods are present:
 Sales Analysis: Volume of sold items could be compared with previous year’s
amount to predict future sales amount.
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 Market Share Analysis: Study of market share whether it is low or high and what
is growth rate of firm to achieve higher market segment.
 Efficiency Ratio:
◦ Asset Turnover Ratio = Revenue (Sales)/Net Assets
◦ Cost-Profitability Analysis: It considers assessment of complete profits in
respect to cost. It is difference of sales and cost (Nguyen and Simkin, 2012).
CONCLUSION
This report is summarised as marketing is a tool which is helpful in achieving all targets
in limited period of time by using several tools and technologies like marketing mix, SWOT
analysis, market segmentation, targeting and positioning along with formulation of marketing
strategy which is helpful in guiding all activities to get done in a systematic manner. To obtain
all objectives, execution of all strategies should be effective.
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REFERENCES
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Baack, D.W., Harris, E.G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
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.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Forshier, S., 2012. Essentials of Radiation, Biology and Protection. Cengage Learning.
Lipsman, A. and et. al., 2012. The power of “like”: How brands reach (and influence) fans
through social-media marketing. Journal of Advertising research. 52(1). pp.40-52.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Nguyen, B. and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.s
Shaw, S., 2016. Airline marketing and management. Routledge.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
West, J. B., 2012. Respiratory physiology: the essentials. Lippincott Williams & Wilkins.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
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Online
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