Marketing Essentials of Cadbury - Report

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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