Marketing Manager's Role and Strategy

This assignment delves into the role and responsibilities of a marketing manager, including developing marketing strategies and implementing the marketing mix to maximize product performance. The importance of understanding customer needs, competitor strategies, and proper external environment monitoring is also discussed. Additionally, the assignment emphasizes the need for collaboration among all departments to achieve company mission and vision.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1 : Concept of marketing, including current and future trends...................................................3
2: Marketing process...................................................................................................................4
3: Role and responsibilities of a marketing manager in Cadbury..............................................4
4: Marketing influences and interrelates with other functional departments..............................5
5: Value and importance of the marketing role...........................................................................5
6. Significance of having effective interrelationships between different departments...............6
7: Comparison of two companies in the same sector applies marketing mix to achieve
business objectives......................................................................................................................6
8: Produce and evaluate a basic marketing plan.........................................................................9
Segmentation.............................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays an essentials part in the success of the organisation. The entire work of
marketing is to satisfy the unfulfilled needs of the customer and try to improvise the product so
to acquire more market. In this report Cadbury is taken into consideration. Cadbury is a British
multinational company which deals in confectionery and headquarters in London, England.
Cadbury is fully owned by Mondelez International since 2010. Concept of marketing and the
trends includes future and current will be discussed in this report. Roles and responsibilities of a
marketing manager and how they use different types of techniques to rule the market will be
explained. Moreover relationship between marketing and other departments and how it helps the
company to increase the performance will be scrutinized. In the last marketing plan of Cadbury
will be made and how it helps the company to gain the sustainable business performance.
MAIN BODY
1 : Concept of marketing, including current and future trends
Marketing is a process in which company produce the product that can satisfy the
consumer unmet needs in exchange of monetary value. In the old days, company use to produce
the product according to their own resources and capabilities and consumer does not have any
choice in the product line. But nowadays, due to extensive competition company has changed
their production concept to product concept in which product is made according to the need of
the customer. Different types of marketing concept is described below,
Production concept: In this concept, Company prefers to produce the product in high
quantity as it increases the company profit due to low production cost. The main reason behind is
that consumer prefers to buy the product which is easily available in the market and with low
price. Cadbury should produce Dairy milk in bulk as it is one of the top selling chocolates in the
world. So that profit would be increase (Pike, 2015).
Product concept: This concept states that consumer will only buy the product which will
satisfy their unfulfilled needs and provide the worth of the monetary value. Cadbury should
make their product according to the consumer needs with the help of market research. It will help
the Cadbury to gain more customer base and market.
Selling concept: This concept spells out that product will only be sold if the company
has heavily invested on marketing like promotions, advertising. Cadbury should spend more

budget on marketing so that customers will be aware of the product of the company (Babin and
Zikmund, 2015).
Marketing concept: Marketing concept says that if the brand image of the company is
high as compare to other competitors and provides better values and service to their customer it
will automatically sells the product. Cadbury should make their brand equity high with the help
of CSR activities, society welfare, promotion etc.
Societal marketing concept: Company should give back to society whatever they have
taken from past many years as environment is important to preserve. Cadbury should make their
product eco friendly so that they can contribute their bit in CSR activities thus improving their
goodwill in the mind of customers and stakeholders (Scarborough, 2016).
2: Marketing process
Company use the marketing process to scan the environment so that weakness could be
find out. This helps the company to make their strategy according to the factors which can
influence the performance of it. Marketing process includes, situation analysis in which Cadbury
can use porter five forces model or Pestle analysis to scan the external environment. After this,
Marketing strategy is made by the Cadbury with the help of STP. Consequently marketing mix
decision is taken by the company which includes, promotion activities, advertising, prices etc. At
last implementation and monitoring of the strategy made by the Cadbury and how it can improve
over time so to gain the competitive advantage (Więcek-Janka, 2015)
3: Role and responsibilities of a marketing manager in Cadbury
Marketing manager role is to manage the brand and product of the company so that
maximum utilization of resources would be attain. Roles and responsibilities of the manager is
described below,
Market strategies: Manager role is to manage all the strategies implement for the
product and how the product can achieved their goals by spending less money. Cadbury manager
should make a perfect blend of strategies like pricing, distribution, advertising, promotion so
that maximum utilization of fund would achieve (Malhotra, 2015).
Market research: Cadbury manager should monitor and analyse the unmet needs and
grievances of the customer. It would help the manager to improve their products according to the
need of the market.

Brand equity management: Manager crucial work is manage the goodwill of the
company as it affects the profitability of the company. Cadbury manager should improve their
brand image by continuous advertising, promotions, CSR activities so that customer trust on the
Cadbury remains strong.
4: Marketing influences and interrelates with other functional departments
Marketing department is the only unit in the company which generates income for the
company. Marketing department is connected to all the department of the Cadbury which is
described below,
Finance department: Marketing department spends the fund allotted to them in
promotions, advertising, sales promotion etc. So they have a ground knowledge of how the other
companies are spending their funds to achieve the more market share. So they can contact the
finance department and give their views as how they can maximize their utilisation of funds so
that competitive advantage would be gain (Cavusgil and et. al., 2014).
Human resource department: HR department work is to recruit the employees
according to the requirements of the company. Marketing department should convey their skills
and capabilities requirements to the HR team so that they will recruit and select the candidates
according to the requirement.
Production department: Production department work is to produce the product according to the
requirement of the customer. So the market department work is to provide the exact data so that
inventory cost would be reduced thus helping the Cadbury to increase in profit.
5: Value and importance of the marketing role
Marketing entire work is to capture the market share and satisfied the customer needs.
Importance of the marketing in Cadbury is described below,
Meet customer needs: Product could only be sold if the product satisfies the consumer
needs. Marketing role is to scan the environment regularly and find out how they can satisfy
them so to retain the customers for the longer period of time (Hair Jr and et. al., 2015).
To increase the goodwill of the company: Marketing role is to improve the brand image
of the Cadbury in the mind of the customer. As brand image affects the company profitability.
Marketing could improve their image by doing heavy promotions, sales promotion, advertising,
CSR activities etc. If the image of the Cadbury is high then customers will buy more product as
compare to their competitors.

Right price: Marketing crucial role is to set the price according to the customer ability
and competitors price. If the prices are high than customer will substitute to other companies and
if the prices are low than company will bear the cost thus loss to the company. So Cadbury
should set their prices in which they can beat the competitor price and fit in the customer's
ability.
6. Significance of having effective interrelationships between different departments
Any company can only achieve the competitive advantage or success if all the departments are
working together to attain it. All the departments revolve around each other as any action taken
by the one departments will affect the working environment of other department. For instance, if
HR department recruits the wrong candidate for the marketing departments and did not bring any
demands for the company. Than the finance department will bear the cost incurred by them,
marketing department could not satisfy the need of the customer and they will substitute their
brands to other. Production department can not use their resources to its fullest and after all this it
affects the profitability of the Cadbury. So all the department plays their equal part in the success
of the organization (Campbell, Martin and Fabos, 2018).
7: Comparison of two companies in the same sector applies marketing mix to achieve business
objectives
Marketing mix is one of the important factor in the marketing plan as it starts from the
manufacturing departments to the sale of the product to the customer for consumption
(Marketing Mix, 2018). It includes prices, products, place etc. and how it affects the sales of the
product and company profitability. All the marketing mix in comparison with The Hershey
Company is discussed below,
Factors Cadbury The Hershey's Company
Product Cadbury is the second largest
confectionery company in the
world. Cadbury have wide
variety of products that
includes, Dairy milk Oreo,
Cadbury fudge minis, dinky
deckers etc.
Hershey's is one of the popular
brands in the world that deals
in chocolates, sauces, syrup ,
Candy, mint & gums etc.
There are different types of
products offered by the
company in different shapes.

Hershey has produced
different and unique products
due to the continuous
innovation.
Price Price is the factor which plays
an important part in capturing
the market. Cadbury has vast
variety of products with
different prices. Price of
Cadbury product is lower to
high as through different
products with different price,
they can capture more
customer thus increasing its
customer base.
Hershey is one of the premium
brands in the confectionery
industry. The prices of all the
products are generally high as
compare to Cadbury. As the
base price of Hershey
chocolate is 3 Euros.
Place Cadbury operates in more than
50 countries in the world.
They try to sell their products
in the supermarket and local
market so that more customer
would cover. Apart from that
Cadbury has started selling
their products on the online
platforms so that more market
can be covered.
Hershey supplies and operates
in more than 60 countries in
the world. They have covered
more market than its
competitor Cadbury. Moreover
they sell their products online
also so to cover the more
market. Apart from that they
try to open their specialize
store in the market so to attract
the customer to come at their
specialize store.
Promotion Cadbury is one of the best
company in the world who
uses promotion very cleverly
Hershey more focus is on
quality rather than on
promotion. Though promotion

to attract more market. They
offers unique products with
different packaging at the time
of festivals season to attract
the customer. Apart from that
they usually changes their
prices according to the demand
of the customer.
is done on TV, Radio so to
make customers aware of their
products.
People Cadbury uses different
techniques on their employees
to improve their employees
and skills. They constantly
gives training to the employees
so that they can learn new
skills and capabilities thus
applying them to real life
scenario to increase the
performance.
Hershey gives hikes and
incentives to the employees to
improve their performance and
productivity. Apart from that
Kaizen can be used by the
company to improve their
quality so to gain the
competitive advantage.
Process Company uses lean
management and six sigma
techniques while preparing the
products. There main focus is
to make the product into huge
quantity so that customer will
find their products available all
the time.
The Hershey company uses
Kaizen to improve their
process while making the
products. That's why there
product is of best quality as
compare to other competitor.
Other than that their main
focus is to strong the
distribution process so to
provide the products to 60
countries in the world all the
time.

Physical evidence Cadbury uses blue colour in all
the products thus making there
key competencies. All the
wrapping in the Cadbury
product is blue in colour. So
customer can recognize their
product while seeing the
wrapper of the product.
In contrast to Cadbury Hershey
uses brown colour as their
wrapper in all the products
thus making their key
competencies of the company.
8: Produce and evaluate a basic marketing plan
Marketing plan is necessarily required to make by the management of an organisation in
order to make easy for employees to understand various aspects of company such as vision,
mission, strengths and weaknesses etc. It brings motivation and suitable guidance among the
marketing team to execute desired business activities so as to achieve desired goals and
objectives within pre-specified time period.
Executive summary: Cadbury is second largest confectionery brand in the world after
Mars which is more popular in providing quality foods products which are made up of chocolate.
It is operated its functions in more than 50 countries whose headquartered is located in Uxbridge,
West London (Wilson, 2014).
Mission:
The mission statement of Cadbury states that “Cadbury means quality, this is our
promise. Our brand image is totally depends on quality and promises to bring improved products
in market on continuous basis”.
Vision: “Working together to create brands people love”.
Marketing objectives: Cadbury has marketing objective is to reach its quality products
to its target segment within the period of 6 months. Along with this, awareness about the benefits
of their products in the market is the another objective of Cadbury. It also includes the maximise
its profits by offering quality products to the targeted customers.
Financial Projection of Cadbury
Income statement All numbers in thousands

Revenue 31/12/17 31/12/16 31/12/15
Total revenue 22820400 24621900 25413000
Cost of revenue 12199600 14417200 15623800
Gross profit 10620800 10204700 9789200
Operating expenses
Selling general and
administrative 1068100 2460200 2643700
Operating income or
loss 9552700 7744500 7145500
Income from continuing operations
Total other
income/expenses net -57900 6300 48500
Earnings before
interest and taxes 8573500 6866000 6555700
Interest expense - - -
Income before tax 8573500 6866000 6555700
Income tax expense 3381200 2179500 2026400
Net income from
continuing ops 5192300 4686500 4529300
Non-recurring events
Net income
Net income 5192300 4686500 4529300
Net income
applicable to
common shares 5192300 4686500 4529300
Segmentation
It is about segmenting an area of customers on the basis of geography, gender, age group,
income, place. Segmentation is done to know about the requirements of customers so that
company can cater them efficiently. Cadbury is launching a new product of sugar free chocolate.

The market segment for this chocolate are people of middle and above class having more focus
on children having age till 5 to 20.
Targetting
It refers to the group of individuals which are targetted to a specific product launched. In
the context of Cadbury, the targetted customers will be children and young ones who needs the
quality of product launched. The quality of product is that it provides chocolate which is free of
sugar and more healthier than before.
Positioning
It refers to the position of the company by the customers attracts. Since the Cadbury is
going to launch its sugar free chocolate, therefore the customers will attract to it automatically
because company has goodwill in the minds of its customers. It is the biggest global brand name
in the world of chocolate.
SWOT analysis of Cadbury
Strength Weakness
 It is a reputed top most brand name in
the world of chocolate.
 It has strong marketing and distribution
channel.
 A positive perception is in the minds of
customers.
 It does not compete itself in rural
market.
 Lack of promotion channels.
Opportunities Threats
 It has increased its market of
Globalization.
 Sugar free chocolates which are
healthier as well.
 Increment in the recent chocolate
market
 Competition with other Brands such as
Nestle, Amul.
 Preference of people on other
substitutes such as sweets.
 Entering of new Brands.
Monitoring and control:

It is analysis part of marketing plan which evaluates and monitors the activities designed
under the marketing plan in order to identify the issues or deviations which can restrict
employees to perform its allotted roles and responsibilities. For example, inadequate amount of
resources brings more difficulties towards employees to perform well. Controlling the activities
reduces the wastage of resources which directly makes positive impact on the profitability of
company. It can be possible by adopting various methods which includes:
Sales analysis: It includes the determination of sales volume actually achieved and
desired to achieve by selling its quality products to customers. It will help managers to make
relevant decisions to achieve desired result.
Market share analysis: It includes the study on market share which is required to capture
by Cadbury through expanding its business to other locations.
Efficiency Ratios- Asset Turnover Ratio- Revenue (Sales)/Net Assets
Cost-Profitability Analysis- It consists an profit examination in addition to costs. It
displays gap between sales as well as cost.
CONCLUSION
Marketing role is to met the unsatisfied need of the customer by the company product in
exchange of money. Company should use the concept of marketing like product or production
concept etc according to the customers and the product. But in recent time company prefers to
work on marketing concept or societal marketing concept to allure the customers. Proper external
environment should be done by the company while making the strategies as company should
know their competitor strategy while making their own. Marketing manager work is to monitor
and implement the strategy and try to make it successful as it will impact the profitability of the
company. Apart from that all the department are connected to each other and should work
together to achieve the company's mission and vision. Moreover marketing mix should be
properly implement at the time of launching the new product as it affects the product
performance in the market. Development plan should be made according to the funds allotted to
them and how they can use it to maximize their utilization of resources.

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