Importance of Marketing Essential in Business

The provided study investigates the introduction of marketing essential and concludes that it plays a vital role in organization. The Cadbury company makes immense use of marketing tools and techniques to promote their product value and increase market share by analyzing current customer needs and preferences.

Marketing-Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1 Introduction to marketing concept...........................................................................................1
2. Overview of different marketing process...............................................................................2
3. Roles and responsibilities of marketing manager. .................................................................3
5. Value and importance of marketing role.................................................................................4
7.Comparison of marketing mix elements of Cadbury and nestle..............................................6
8. Production and evaluation of marketing plan of cadbury.......................................................9
Conclusion ....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a management function which helps an organisation to create, promote or
sell its goods and services. The present report is based on Cadbury company, It is the largest
confectionery company of the world . It was founded in 1824 with more than 71000 employees
currently employed. This report will highlight the concept of marketing, will give an overview of
different marketing processes and will also define roles and responsibilities of the manager.
Furthermore, it will provide a comparison of marketing mix elements of Cadbury and nestle and
will also evaluate the marketing plan of Cadbury.
TASK
1 Introduction to marketing concept
Definition
Marketing can be defined as art of communicating information and delivering high class
Value to consumers so that needs of customers can be satisfied. Marketing is process through
which firms get engage with mass audience and convey value to consumers.
Marketing concept is a philosophy in order to new idea in business function . Cadbury
applies production concept products are designed and produced on the bases of needs of buyers .
Product concept use for give quality and innovative product(Liu, 2015). Marketing concept use
for beat the competition , because Cadbury applies this concept for better product give to
customer compare than other competitor on cheap rate &achieve organisational goal . These all
concept using by Cadbury for satisfaction of customer according to their needs (Babin and Zikmund
,2015).
Marketing has to perform various roles in Cadbury. It plays the role of promote, through
marketing activities enterprise can promote its goods and services to mass audience and can raise
its brand image. Another role plays by marketing is planning. This is responsible to make
marketing plan so that overall objective of the firm can be accomplished. It is responsible for
generating sales and conducting market research. By this way enterprise gets to know about
needs of consumers and offer satisfactory services to them so that overall goal of the Cadbury
can be achieved.
Current trends
 Use of technology
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 Social media marketing
 Video chat
Marketing focus on raising customer satisfaction (Introduction to Marketing Essentials,
2017). So Cadbury use technology like video chat , mobile, television use for advertising and
attracting customer & set up their brand image And also evaluate of customer taste ,
behaviour of customer .
Future trends
 Artificial intelligence
 Digital display
In future trend Cadbury will use artificial intelligence for sale their product , for attracting
customer . Through artificial intelligence they will analyse about data , latest trend and then
implement and get response from customer . Digital platform will be also used by marketer for
advertising their product. By this tool they will increase their sales and attract huge
audience(Malhotra , 2015).
2. Overview of different marketing process
Situational analysis :- In situational analysis managers analyze internal and external environment
of Cadbury . competition . Managers of Cadbury analyse strength and weakness within an
organisation . Through internal and external analyses company can identify its actual position
and can design strategies accordingly. (Fine , 2017)..
Marketing strategy :- Cadbury understands needs of their customer for making plan for achieve
organisational goal . And also choose a target market for advertising there product(Stephen,
2016). Cadbury follows various strategies like segmentation, targeting & positioning.
Marketing mix decision :- This process helps in making decision about product, price, place,
promotion . Product decision includes packaging & branding of product. Cadbury supplys
different product like chocolates , beverage , cookies , deserts and many type of product .
Cadbury follows cost plus price method. It adds all its cost and accordingly set selling price
(Armstrong, 2015). .
Implement and manage:- Implement and manage is important marketing process . Trained
people give unique skills and abilities to implement strategies. Cadbury monitors progress of its
marketing plan continuously and accordingly make necessary changes in its strategies.
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3. Roles and responsibilities of marketing manager.
Marketing manager performs various roles and responsibility in the organization and also
have responsibility to promote product and services.
Identify potential market
Create and increase demand of goods and services which depends on the company. In
that case, Cadbury manager has responsibility to create effective product with attractive packing.
They have identified potential market and also maintain the relation with the existing market for
their company and its products (Homburg, 2015).
Develop marketing strategy
This strategy is important for the company and product growth. To develop marketing
strategy is responsibility of the marketing manager of Cadbury. In this strategy they make outline
for promoting their product in the market. By this manager are bale to maintain a competitive
edge from its competitors.
Employee management
Marketing manager is responsible for their department as well as also responsible for the
employees within in the organization. Mangers of Cadbury is responsible for assigning duties to
all employees (Fine, 2017). It also the function of marketing manager to perform effective
performance evaluations of the staff who are working for them.
Supervise and coordinate business activities
Supervise and coordinate with the business activities are role of the marketing manager.
In that marketing manager of Cadbury is responsible to establish effective coordination with
business activities. Like purchases, sales, packing, transportation, advertising and sales services.
4. Marketing influence other functional department
Marketing department interrelates with finance department- Finance department has to
make budget for all department because all departments of organisation need budget for do work
n achieve their goal . Marketing ensures to increase sale through advertisement like television,,
radio etc (Homburg, 2015.) .
Marketing with sales team - because sales team has need of huge customers for increasing
sales of Cadbury. Marketing department advertise through digital marketing for attract
customer . Its directly impact to sales of organisation . Because now a days technology and
digital is increasing day by day . Like mobile, net , web etc . so it is only possible by marketing
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department because marketing has work of generate lead by advertisement . Marketing aids in
increasing demand and by this way sales team can generate sales.
Marketing with HR department: hr recruits efficient , skilled and talented employee in
organisation . It helps in getting new and unique ideas in organisation. Staff member of HR
attempt to grab the attention of employees and motivate them to act , in much the same way that
marketing professionals do with potential customer (Feng, Morgan and Rego, 2015). HR
team hires talented people those who can perform well in marketing. On other hand marketing
team helps in forecasting future demand and accordingly HR team hires new candidates that
demand can be matched.
Marketing with production: There is strong link between both these functional units. As
through marketing firm can get to know demand of consumers and production department can
produce goods accordingly. If production unit is offering satisfactory goods then it will help
marketing team to gain positive reviews from buyers.
Marketing with customer services: This is another interrelationship that helps in gaining
positive results in the firm. As if marketing unit market the product in appropriate manner then
consumers will get all necessary information that will help customer service department in
dealing with buyers properly. In addition, if customer service department perform well and deal
with consumers properly then it would be beneficial in order to generate more sales.
5. Value and importance of marketing role
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1.Promoting product : Marketing helps Cadbury to promote or advertise its products .it
increases both the number of suppliers (whole sellers and retailers)and customers. It helps the
firm to increase awareness among people about their product.
2. Increasing revenues: Marketing is one of the important source for increasing revenues or
income of Cadbury and generate profits. Marketing generates many opportunities for firm to earn
revenue and to increase its profits. Firm reinvests its revenues and profits to earn or get more
profit so that company survives in market (Babin and Zikmund, 2015).
3.New and innovative ideas :Marketing aids Cadbury to create new and innovative ideas. With
the help of marketing, firm knows the changes of tastes, choices and preferences of their buyers
4. Create job opportunities: Marketing helps in increasing company’s sales and supports in
increasing job opportunities as well. Thus, marketing creates new jobs opportunities.
5.Maintaining brand image and build trust: Reputation of the firm and trust built in the
market affects the customers purchasing power. Customers buying products from a trustworthy
and reputed company. Marketing helps the company to maintain its reputation or brand image
6. conclusion of interrelationship between various departments
Marketing department is very important in organisations . It is interrelated with finance
department , sales department , HR department etc . Marketing work put effect on all department
of organisation . Marketing do work for analysing about customer taste , trend, culture etc .
(Eteokleous, Leonidou and Katsikeas, 2016). This is beneficial in order to raise sales and making
strong relationship with potential buyers. Market department interrelate with sales department
also because without marketing, sales cannot be increased. only marketing can attract customer
and can increase sales .
7.Comparison of marketing mix elements of Cadbury and nestle
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MARKETING MIX
ELEMENTS
CADBURY NESTLE
Product The Largest selling products of
Cadbury include dairy milk, 5
star, gems, perks, eclairs,
bytes, halls, Oreo, bournvita,
temptation, etc. Cadbury
produces its product based on
the geographic location,
festivals and taste and
preferences of the customers.
The company also provides
seasonal products. Mostly
cadbury product are
packaged in the blue
wrappers.
Nestle has comparatively less
number of products than
Cadbury. Main products of
nestle are kit-kat, milky bar,
charge, munch, classic and
polo. Kit- kat is the most
widely sold product of nestle.
Unlike cadbury nestle does not
introduce festive products.
Mostly nestle products are
packaged in red wrapper.
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Illustration 1: 7'Ps of marketing
Source: (Essential Marketing
Concept, 2017)

Price Cadbury sets price for its
product by keeping in view
different segments of
customers, as every customer
has different buying power and
based on that his/her buying
behaviour is determined.
Hence, Cadbury fixes its price
differently for different
customers so that they can
capture the entire market
consisting of people with all
income groups. The company
adopts bundle pricing strategy
for pricing its product; that is
combination of products would
be sold at a cheaper price as
compared to the price of a
product which was sold
individually (Malhotra, 2015).
Nestle keeps the prices as low
as possible according to
market demand as nestle is
known for the trend settler in
the market. The company fixes
prices of its product based on
the quality of product they are
offering. Unlike Cadbury,
nestle adopts competitive
pricing strategy ; which means
setting price similar to
Cadbury in order to compete
with them. The company
adopts skimming pricing
strategy for pricing its
product; that is launching
products in market at high
price and then reducing the
price.
Place Cadbury has a wonderful
distribution channel as it has
made its product available all
across the world. It adopts
indirect distribution channel
to sell its products in the entire
world. The company has a high
product reach as it has made its
product available in more than
200 countries.
Nestle adopts FMCG good
distribution channel to
distribute its product. Under
this channel, goods first come
out of factory and then they
are stored in the warehouses.
From warehouses they are sent
to distributors and from them
to retailers and finally
customers.
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People Cadbury undertakes various
kinds of training session which
helps in increasing the
efficiency of employees (Feng,
Morgan and Rego, 2015). The
company undertakes various
types of motivational programs
in order to motivate employees
and thus help to retain
employees for a longer period.
Apart from motivational
programs, company also
motivates its employees by
providing incentives, bonus
and other kinds of benefits
which will help in improving
customer service.
Nestle creates job satisfaction
by empowering and
encouraging employees in
order to reduce the turnover of
employees as well as to
improve the productivity of
employees. The company
empower its employees by
giving autonomy in decision
making and encouraging the
employees by providing
them rewards and
recognition which will in
turn affect the degree of
providing services to
customers.
Promotion Cadbury in order to promote its
product undertake both below
the line as well as above the
line marketing strategy for its
new products but in case of
their existing products they
undertake only above the line
marketing (Babin and
Zikmund, 2015). The company
promotes its product in both
urban and rural areas but its
main focus is on rural area and
to capture large market share.
Moreover, company uses
Nestle undertakes various
techniques of promotion such
as television advertising,
personal selling and public
relations. Apart from this
nestle also advertises its
products online as well as
visual merchandise. Efforts
are undertaken by nestle to
promote its brand in such a
way that it would be in a good
position to compete with
Cadbury.
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celebrity to advertise its brand
as it creates a strong impact on
the mind of the customers.
Process Cadbury has a very smooth
process by which its products
are made available to its
customers and not only this
even customers' feedback,
queries and grievances could be
easily reached to company as
the company has very smooth
working process. It is also quiet
evident from the fact that the
cadbury chocolates can even
get customised.
Nestle on the other hand is
working on improving its
processes to handle customer
complains, grievances and
queries because it becomes
very difficult for the company
to handle too many
grievances,as it has lot of
products which are available
at large number of stores;
which brings difficulty to the
company to solve each and
every query of the customers.
Physical evidence Physical evidence of Cadbury
is very pleasing. The company
does beautiful packaging of its
products. Not only this,
internet or the web page of
the company is also designed
in a very attractive manner
which is very catchy and
attracts the people to come and
buy its products.
Nestle on the other hand has
very attractive tagline (good
food, good life) which creates
a mind blowing impact on the
mind of the customers. Other
than that nestle has designed
attractive brochers which
also contribute towards
increasing its sales.
8. Production and evaluation of marketing plan of cadbury
Marketing plan may be defined as a blueprint that outlines the marketing strategy, tactics
and efforts of the upcoming month, quarter or year. The plan will include marketing objectives,
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swot analysis and marketing mix. Moreover, it will also include segmentation, targeting,
positioning and marketing budget.
Executive Summary
By the end of 2019, cadbury would be introducing a new product in the market named as
“dairy milk zero” for health conscious people in order to grab new market segment and even
efforts would me made to increase the sales of existing products by undertaking bundle pricing
method so that sales volume would be increased. Proper budget has been prepared so that
marketing plan can be implemented smoothly and efficiently. Apart from that company has even
established proper monitoring and control system so that the processes can be monitored
continuously and efficiently.
Marketing objective
the 2 main marketing objectives of cadbury are
 To introduce new and innovative product in the market by the end of 2019
 To increase the sale of existing products by 30% at the end of 2019.
External analysis ( PESTLE )
 Political factors – political factors such as influence of political parties, political culture
affect the working of the company.
 Economic factors – economic factors are the another major factor which have a impact
such as economic growth, population, etc.
 Social factors – social factors such as lifestyle and living standard determine the
consumption of the Cadbury
 Technology – this helps in bringing innovation and up gradation.
Segmentation, targeting and positioning
Cadbury will segment its market based on demographic segmentation that is bases on the
age group of people. On the other hand, company is targeting on the young generation; that is
below the age of 35 years as most of its sales are made to them and they consist of the major part
of population of the world and in order to position its product in the mind of customers company
uses “position on the usage occasion strategy” that is it position the product on the basis of an
occasion, festival or usage.
Internal analysis (Swot Analysis)
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Swot analysis of Cadbury would be carried out in order to know about the strengths,
weakness, opportunities and threats of a company.
Strengths
 high brand image
 positive perception in the mind of
customers
 major share in the confectionery
industry
 wide variety of products
 strong operation and distribution
network
Weaknesses
 high financial investment
 chocolates are not considered as healthy
 lack of penetration in the rural market
 highly priced
 Controversies in advertising has
adversely affected its sales.
Opportunities
 chocolate industry is growing
 increase its reach in untapped markets
such as rural market
 bring sustainability in order to reinforce
its image as a caring organisation
 Produce organic and low fat products
so that even health conscious people
can eat.
Threats
 high competition from local as well as
international brands
 new brands are entering into the market
because of low entry barriers
 no brand loyalty exist in chocolate
market
 inflation can reduce the sales
 now-a-days people are more health
conscious
Competitive analysis
The major competitor of cadbury is nestle but still the majority of market share is owned
by cadbury and also when it comes to giving employment to people, cadbury is known for giving
maximum employment to people in the chocolate industry.
Marketing mix
Product – cadbury is a confectionery company and deals in wide variety of products. it
manufactures the products such as dairy milk, 5 star, gems, perks, eclairs, bytes, halls, Oreo,
bournvita and temptation. Apart from this company is planning to manufacture a new product
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“dairy milk zero” which will be more organic and would contain less fat for the people who are
health conscious (Feng, Morgan and Rego, 2015).
Price- bundle pricing method will be used in order to increase the sales volume because a bunch
of products would be sold at a cheaper price as compared to the price of a product than it would
be sold individually.
Place – the company would open it stores at places which would be easily accessible to the
customers so that customers do not face any difficulty regarding purchasing of its products.
Moreover, efforts would be made that the infrastructure and interior of the store of a company
are attractive as well as hygenic.
Promotion- in order to promote the product; company will use below the line marketing as well
as above the line marketing in order to promote existing products as well as to introduce a new
product in the market by the end of 2019.
Process: The company provided goods on their physical stores as compared to online services.
People: Employees and consumer satisfaction are essential for company for achieving the
marketing objectives.
Physical evidence: Company has tried to unique packaging of chocolates which help to attract
the more consumers in the marketplace.
Marketing budget
Items Amount (in pounds)
Advertisement 100000
rent 250000
R&D 100000
Sales promotion 300000
Miscellaneous expenses 250000
total 1000000
Tools to evaluate
Sales - The company would evaluate its products on the basis of sales generated as well
as feedback taken from the customers regarding their satisfaction, their opinion about new
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product as well as considering their likes and dislikes about the new product in order to increase
the sales volume.
Marketing research - On the other hand, Cadbury has undertaken various measures to
evaluate the performance through intense marketing research and having a proper control on the
processes of the company such as quality control measures to ensure the best quality products are
delivered to the customers. Moreover, efforts are made to reduce the cost of the product so as to
achieve economies of scale.
Conclusion
From above study and investigation of the introduction of marketing essential . It
concluded that marketing essential plays a vital role in organisation. Cadbury make immense use
of the marketing tools and techniques for promote their product value and increase their market
share .by marketing cadbury analyse current customer needs and preferences of
customer .marketing has become important part of the of cadbury . It is continually changing
information , increase technology . All business strategies used by marketing departments for
achieve their goals.
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REFERENCES
books and journals
Armstrong, G., 2015. Marketing: an introduction.
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international marketing: review, assessment, and future research. International
Marketing Review.33(4).pp.580-624.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Feng, H., Morgan, N.A. and Rego, L.L. 2015. Marketing department power and firm
performance. Journal of Marketing. 79(5). pp.1-20.
Fine, S.H. 2017. The parties to the process. In Marketing the Public Sector (pp. 114-131).
Routledge.
Homburg, C., 2015. The loss of the marketing department’s influence: is it really happening?
And why worry?. Journal of the Academy of Marketing Science. 43(1). pp.1-13.
Kerzner, H. and Kerzner, H.R. 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Liu, Y., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing.81(1). pp.83-102.
Malhotra, N.K. 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Mishra, S. and Modi, S.B. 2016. Corporate social responsibility and shareholder wealth: The
role of marketing capability. Journal of Marketing, 80(1). pp.26-46.
Stephen, A.T. 2016. The role of digital and social media marketing in consumer
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online
Essential Marketing Concept. 2017. [ONLINE] available
through :<<https://www.edx.org/course/introduction-marketing-essentials-iimbx-mk101x>
Introduction to Marketing Essentials. 2017.[ONLINE] available through : <
https://www.iimbx.edu.in/courses/course-v1:IIMBx+MK101+0817CR1/about >
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