Marketing Essentials Cadbury
Added on 2020-10-05
12 Pages4024 Words488 Views
Marketing Essentials
Table of ContentsIntroduction......................................................................................................................................31. Introduction to the concept of marketing, including current and future trends..................32. Overview of different marketing Process...........................................................................43. The roles and responsibilities of marketing involves.........................................................54,5.Roles and responsibilities of marketing in relation to the wider organisation context....56.Conclusion that signifies the Importance of interrelation between different marketingdepartments:...........................................................................................................................77. The ways in which the organisation applies the marketing mix to the marketing plannig.78. Marketing plan for Cadbury...............................................................................................9Conclusion.....................................................................................................................................11References......................................................................................................................................12
IntroductionMarketing is one of the most common term used by the management today. It is used assynonym for the activities related to selling a product with some principles involved in it. It isoften seen as a management function rather than philosophy that drives the business sellingdepartment (Aeberhardt, Buono and Fadinger2014). For any organisation to be successful it isnecessary to grasp the essentials of marketing and creation of customer focus. As the world ischanging rapidly and to align the organisation with them it is essential to use marketing essentialtheories. In this report we have chosen the organisation which is second largest confectionerybrand in the world named Cadbury. The headquarter of Cadbury is situated in uxbridge, London.This report will cover the principles of marketing enabling the organisation to develop basicmarketing plan and to employ elements of marketing mix to achieve the objectives.1. Introduction to the concept of marketing, including current and future trends.Concept of marketing it refers to the activities of a company associated with buying and selling a product orservice. It includes advertising, selling and delivering product to the people (Saunders andHutson 2012). By implementing this strategy the company is able to recognise the needs of theirpotential customers. Which results in increased profit margin along with high market growth.Marketing concepts includes the following :Production concept: This concept helps in analysing customers needs and desire. It isbased on the fact that customer will buy only those goods which are affordable andsatisfy their wants. By analysing the demands of the customer the organisation is able toproduce the product. In case of Cadbury their main is to develop the product that satisfiesthe customer desires.Selling concept: According to this approach it states that consumers will not buy enoughof the companies products unless it undertakes a selling and promotion technique(Anderson Boud and Sampson 2014). Here the management focus on creating salestransactions rather than in building long term customer relation. In reference to Cadburythe company is selling their product through different sources so as to maximise theturnover.3
Marketing concept: This concept holds that achieving organisational goals depends onknowing the needs and wants of market and satisfying the wants of the customers. Underthis concept the customer desires are taken on priority to enable the organisation tomaintain maximum profit. In case of Cadbury to maximise their profit by the way of salesis to find the right product that suits the wants of its customer. It will further help them Incompeting their rivals.Product concept: This concepts holds that the consumer will favour the product thatoffers best quality to them (Ariño et. al., 2014). This concept focuses on the strategies tobuild best product which outperform their rivals. For this Cadbury focuses on makingimproved products which are easily available and are affordable to customers.Societal marketing concept: it states that marketing strategy should deliver values to thecustomer in a way that maintains or improve both the consumers and society well being.The main of Cadbury is to create a sustainable marketing strategy that needs the presentneeds of consumers and society. When the firms first began to adopt marketing concepts they typically set up a separatemarketing departments whose objectives is to satisfy customers wants. The marketing conceptrelies upon the marketing research to define marketing segments. Factors such as technology,globalisation influence marketing management to the great extend. Cadbury can focus onmeeting the present needs of their loyal customer along with the plan to achieve organisationgoals.2. Overview of different marketing Process.Marketing process is a process of analysing the opportunities in the market, developingthe marketing mix tools and managing the marketing effort implemented. It is defined as the wayin which the value created for the customers so that it satisfies their needs and wants. Cadburymust analyse the capabilities of their employees first, along with identifying the opportunitiesthat are open to them for grow. (Blaschke 2012). Advertising and promotion technique shouldbe used by the organisation as a process of marketing that will enable them to promote theirproduct well. The promotions techniques should be used by the organisation to promote theirproduct so the customer are able to recognise their product as benchmark while shoping. As thetargeted market has competitors already having their roots grounded the organisation should usedifferent marketing mix tools so as to grab the advantage over others. Marketing mix is a tool4
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