Marketing Essentials Explained

This assignment explores fundamental marketing concepts and their practical applications. It delves into topics such as market analysis, customer segmentation, product positioning, pricing strategies, distribution channels, and promotional methods. Students are expected to demonstrate a comprehensive understanding of these core marketing principles and how they contribute to successful business operations.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 Roles and responsibilities of marketing in context with organisational context...................3
TASK 2............................................................................................................................................5
P3 Different ways by which companies applies marketing mix to marketing planning process5
TASK 3..........................................................................................................................................10
P4 Evaluation of a basic marketing plan for the Cadbury........................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a practice that covers every responsibility associated with buying or selling
of products and services. It consist of various promotional tools that are used to communicate
with customers informing about essentials and commodities. Company create various strategies
for delivering their marketing practices in order to satisfy and retain their purchasers. Major
purpose for an organisation is to provide customer satisfaction which will help it to grow and
achieve success. Department of marketing and sales is a significant division which is responsible
for promoting activities of every other division of a firm (Akaka, Vargo and Lusch, 2013).
Cadbury, a multinational brand for confectionery foods has its headquarter in London, UK.
Company is world-renowned as it operate in more than 50 countries and is famously known for
its Dairy Milk, Creme Egg and many other confectionery products. In this report, roles and
responsibilities of marketing department and how it interrelates with other functional units will
be analysed. Further, study will include marketing mix in context of Cadbury and lastly, there
will be segments explaining influence of marketing division on business operations.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing consist of three terminologies; need, want and demand. Need is basic
requirement, want is desire and demand is willingness. These three components are essential
elements of marketing strategy and are executed altogether in order to fulfil target of the
company. Concept of marketing revolves around promotional activities that are associated
company and its products. It helps to identify success of existing products in marketplace and
then create strategies for differentiating similar products. Marketing functions include activities
such as market research, market plan, product development, distribution, promotion and public
relations (Blythe, 2012). In order to enhance its sales, Cadbury has to successfully execute every
marketing function that will encourage purchasing of product. Following are few marketing
functions along with their roles and responsibilities that influence company's other functional
units: Product: Offering made by an enterprise to its customers as per specific demand or
requirement is known as product. Cadbury has large customer base because of its
offerings made to the consumers is of high quality and as per demand. Manager of
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marketing department must carry specific researches and must conduct various studies
before launching final product. This technique helps in identifying all the essential
features that are to be included in product which is specific in case of confectionery
goods. It will help in identifying variety of taste that are asked by consumers and will
result in delivering attractive and creative food that will increase customer base and
provide success to company. Price: Every product has its cost which is known as price. From initial to final stage of
manufacturing process, some cost is carried out. To recover this cost company sets price
on final offering which consumer can avail after providing a certain price to it. It is
important to set right price for certain goods which will help in acquiring cost to
company along with significant amount of profits (Brooks and Simkin, 2012). It is
responsibility of marketing manager to set price on final product which can be done by
taking opinions from experts and also via surveys form consumers. Product and service management: After analysing target market segment and
determining price of product, there comes another function, which is to manage offerings
made by company. For doing so marketing team of Cadbury collect feedback from
consumers and respond as per wants and needs. In regular time frame company replaces
products to provide customer's with fresh and up to date commodity. Promotion: It is a strategy that company uses for communicating their product to its
customers. Various tools and techniques are used by managers to inform customers about
offerings. These tools must be used in significant way to attract more customers and to
increase market segment. Cadbury uses every media for their promotion, whether it is
newspaper, advertisements or digital media. Company claims to reach maximum number
of consumers as far as possible therefore, carries its promotional process using every bit
of available media (Dibb and Simkin, 2013). It uses attractive advertisement to target
kids and children who serve large proportion of company's profit. Finance: Every activity that is carried out in company requires sufficient funding.
Cadbury provide its functional divisions with adequate amount financing which result in
smooth functioning of these divisions. Lack of finance can create obstacle and can cause
hindrance in operational as well as manufacturing units. Therefore it is the responsibility
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of manager to examine finance requirements to carry out company's day to day
operations. Selling: This function include handing of final product or service to customer. To
influence buying behaviour of consumer it is important to deliver product in convenient
manner and in affordable range. Company must reach out to its customers as far as
possible which can be achieved by making products available to stores nearby cutomers.
This will minimize inconvenience that customers might face while purchasing any
product. Cadbury is available in every store whether its large retail chain or small outlet.
Manager of company ensures fast delivery to every buyer by providing its offerings to
every stores and outlets to be in customer's reach (Ehret, Kashyap and Wirtz, 2013). Distribution: This function is about delivering product of the company to retailers or
store owners. Every company must have fast and reliable distribution channel using
minimum cost to company. Marketing team of Cadbury analyse competitors strategy of
distribution and then formulate its own.
Above function shows every aspect of marketing division along with their roles and
responsibilities that influence other functional units of the company. It is important for Cadbury
to effectively execute these functions in order to attain customer satisfaction by offering them
quality products. Significance of these functions is that it will increase profitability index and
sustainability of company in marketplace. For doing so technology can also be used to collect,
retrieve, manipulate and store data which will be further utilised by marketing experts to guide
managers in decision making process. Marketing team of respective company must realise and
understand importance of these functions as they will help in analysing competition in
marketplace which will be further used to formulate strategies and procedures to serve more
customers (What is Marketing? Marketing definitions, 2016).
P2 Roles and responsibilities of marketing in context with organisational context
In this present scenario to remain in the market place for a long period of time, many
companies are now manufacturing products with a better quality. Apart from this, firms are using
different strategies in order to attract more and more person towards their enterprise. Various
departments are helping an organisation in making proper decisions plus managers and leaders
play an effective role in the same (El-Gohary, 2012). Department of marketing provides better
options so as to expand their business operations in an effective manner. Here, some of the roles
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and responsibilities to facilitate marketing department for performing their task appropriately are
as follows:
Marketing function with operation department: Operation can be said as one of the
important element of an organisation as they help a company in production process. Thus, this
department helps the organisation in performing their task in a better way so that they can have
competitive advancement. Apart from this, by following all these factors, the organisation can be
eligible of delivering quality products to their customers (Hausmann, 2012). Operational
department of Cadbury is assisting the company in completing their task systematically and
effectively as well. Thus, to work in a proper way, it is necessary that managers maintain a
healthy relation with this department so that they can convey their message properly because
they are the one with whom the employees and customers can interact in order to solve their
problems. Through this, the organisation will manufacture goods as per the needs and wants of
consumers.
Finance department with marketing function: This is said to be the most important
sector of an organisation as they provide funds according to the requirements. If company wants
to grow in forward direction, then it is essential that they have sufficient amount of money in
order to produce goods in set time period. For achieving the best results, Cadbury is performing
the task as per the customer's satisfaction so that they can gain superior position in the market
area. For this, managers should have an ample amount of money from which they can buy raw
materials and then transform the same into final goods. Other than this, managers should have a
proper interaction with their superiors who will guide them how to utilise money so that at
limited cost, they give excellent results.
Sales and marketing function: Marketing and sales can be linked with each other
because marketing comes along with sales. Company uses different marketing strategies so that
they can sell their commodities in a better way (Kennedy and Parsons, 2014). This will gradually
increase their sales and productivity as well as market value.
Research of development department and marketing function: Along with the rapid
growth in market place, change can be seen in the taste and preference of the customer. Thus,
Cadbury is manufacturing products as per the consumers. For this, organisation is taking
feedbacks and reviews from clients so that they can manufacture goods as per their satisfaction.
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Through these feedbacks and reviews, manager of Cadbury is identifying and evaluating things
that need to be changed for better outcomes.
Marketing department with human resource management function: Both the
departments play different functions at their level. Marketing provides with all the resources that
are required by the company and individual itself whereas human resource management help an
organisation in hiring suitable candidates so that they can give excellent results to their
organisation (Malhotra, Birks and Wills, 2013). Other than this, both the departments try to have
a healthy relation with each other in order to get effective results.
IT department and marketing function: In this present scenario, technology has
enhanced and new tools and machineries are helping many organisation in getting better results.
Thus, marketing manager of Cadbury should make sure that company is utilising fresh
techniques for manufacturing their goods and products. Earlier, there used to be a handbook in
which company maintained its records but now, they can save their data in computers, this is
helping them in accessing the information anywhere from the world in just one click.
Other than all the factors mentioned above, department of marketing helps the
organisation is maintaining a good relation with subordinates. This is influencing their workers
to work effectively for a common goal. Thus, they are interacting with following departments
like selling, information system, financing and promotion etc., all these factors helps the
company in completing their task in a coordinated way.
In order to get superior position, it is important that an excellent interpersonal
relationship is maintained between various organisations so that they can function properly.
Hence, coordination and cooperation is very essential between departments so that they can
reduce the pressure if any sector is not performing the task well (Nguyen and Simkin, 2012).
Marketing department helps the organisation to use all these resources appropriately so that they
give better results.
TASK 2
P3 Different ways by which companies applies marketing mix to marketing planning process
Marketing mix is one of the important element that is essential for the betterment of a
company. They can be considered as a marketing tool which is used by organisation in order to
achieve their set targets and objectives. Further, marketing mix can be divided into four broad
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levels and they are named as product, price, promotion and place; later, it was extended into 7Ps
i.e. process, people and physical evidences. Hence, Cadbury has to produce goods by keeping all
these factors into consideration so that they can get maximum benefits from the strategies
company has applied. This will give an overview to customers about what products consumers
can buy as per their requirements (Papasolomou and Melanthiou, 2012). For this, Cadbury is
using various medium by which they are attracting more and more people like making innovative
advertisements regarding their products so that customers can feel connected with the same.
Thus, comparison of different companies in order to attain their business objectives is mentioned
below:
BASIS CADBURY NESTLE
Product  Cadbury is a renowned
company and offers a
variety of products like
chocolate bars, ice-creams,
biscuits and many more.
Other than this, they are
manufacturing different
commodities under same
brand name such as
Bournville chocolates,
Dairy Milk Silk etc.
 They are using superior raw
materials which are
available to them and as a
result, company is
delivering the best quality
products to their customers.
 For this, they are
conducting research so that
they can know the
perception and preference
 Nestle is also producing same
goods but with a difference as
they are making products other
than chocolates for example:
breakfast cereals, tea and coffee
products and many more.
 Manufacturing area of Nestle is
wider than Cadbury as they are
producing goods like Maggi,
grocery items, milkmaid and lot
more.
 All these products are giving
customers a variety of choices
through which company is
gaining competitive advantages
in market area.
 Apart from this, it is increasing
the sales and productivity of the
company.
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of customers. This is
assisting Cadbury to
provide goods as per the
tastes and wants of
consumers.
 Thus, through this,
company is gaining
maximum profits which are
helping them in sustaining
the superior position in
market area.
Price  Price is an important factor
by which company can
attract more and more
customers towards their
firm (Pappas, 2017).
 Different departments help
Cadbury is setting up a fix
price which both superiors
and employees can agree on
 For this, they are using
various pricing strategies
according to the current
market situations.
 Nestle has also done some
variations in price and offering
reasonable rates in order to
attract people.
 Superiors are giving customers
a broad scope of price so that
consumers can have many
preferences of buying any
commodity.
 By applying all these, company
is able to generate adequate
amount of funds, also they can
utilise the money in making
further modification.
Place  Cadbury company has
established their business
all over the world. Thus,
people can now purchase
their product anywhere
 Nestle is making direct contact
with their retailer so that they
can deliver their products to
them directly.
 As customers are getting their
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around the globe.
 In order to maximise the
sales of commodities they
are establishing a better
relation with suppliers so
that they get material right
on time.
products straight from their
distributors so they are giving
discounts.
Promotion  Cadbury is manufacturing
products with the aim of
providing superior quality
products to their customers
and for this they are
adopting various mediums
for promoting their items.
 Company is making TV
commercials so that they
can reach to maximum
number of people.
 Cadbury is also promoting
their commodities through
social media, internet and
for this they are making
animated adds so that they
can attract children's
attention.
 There are many tools and
techniques which Cadbury
is using for getting better
results. This is helping
them in reducing labour
cost and left out money can
 Promoting the commodity is
always an essential element
because through this people can
know about the specific items.
 In order to do the same they are
also using various mediums for
making their products popular
and other who are selling
similar items.
 Other than this they are giving
advertisement in newspapers,
magazines (Pike and Page,
2014).
 Nestle is using various
marketing strategies in which
they are evaluating what kind
of plans will be helpful for
them in future.
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be utilised in buying raw
materials.
People  Cadbury is manufacturing
goods as per the people
taste and preferences.
 They are making products
for all sectors of societies
whether children, young or
old aged people.
 This is assisting in
enhancing their brand
image in front of the
customers and by this
company's market value has
also increased (Pike, 2015).
 Apart from this they are
using creative methods for
attracting children for
example: they are giving
gifts along with their items
like toys, small cars etc.,
 Nestle company not only
consider customers but they
also keep employees perception
as well.
 Company is providing best
machineries and tools so as to
make the task more easier.
 Nestle has implemented a fixed
and flexible working hours
which workers enjoy and as a
result they are giving them
maximum benefits.
 Thus, so as to meet the required
set targets the company is
giving them with proper
training to their employees so
that they can interact with
customers in proper way.
Process  In this the company tries to
give excellent services and
facilities.
 Cadbury is having a
separate department that
resolve the problems and
queries on time.
 Their customer care service
 Nestle has number of stores all
over the globe and they are
following many approaches in
order to work systematically
(Wirtz, 2012).
 In recent times company is
faced certain problems but they
have resolved them effectively.
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provides helps an
organisation to revert to
their consumers in a better
way.
Physical
Evidence
 In this it includes building,
atmosphere, infrastructure
so that customers can buy
from a specific place
(Akaka, Vargo and Lusch,
2013).
 Fro buying their products
they have make online
websites from where
customers can buy items
directly.
 Nestle is giving a better
working environment to their
workers where they can sit and
complete their task peacefully.
 Items made by them can be
bought by their consumers from
their retail stores which are
available in every corner of the
world.
TASK 3
P4 Evaluation of a basic marketing plan for the Cadbury
Marketing plan can be said as a business plan that is made in order to perform the task
effectively. Thus, it is a well written plan is is used by the superiors so that they can follow the
path for getting better outcomes. Other than this it is like a blue print that helps a company in
achieving their set targets in specific time period. Under this organisation tries to know about the
customers needs and wants so that they can provide them with related products respectively.
Apart from this it includes situational analysis, budget, sales forecasts that assist them to work
appropriately (Blythe, 2012).
Some of the points that should be considered in order to maintain a superior position
which are as follows:
Vision: The main vision of Cadbury is to become the most popular company by giving
quality products to their customers.
Mission: Their mission is achieve their set targets in specific time period so as to gain
superior position in the market. This will gradually increase the market value and shares as well.
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SWOT analysis is very necessary for companies in order to know the strength,
weaknesses, opportunities and threats which can hamper the performance of the organisation.
This help a company to work more effectively by considering all the aspects which is essential to
followed.
Strengths: It is considered as the biggest factor that motivates the employees to work
with more enthusiasm. Giving best quality products as per customers taste is the main strength of
the company (Brooks and Simkin, 2012). Company has a large number of stores in 50 countries
in which around 71,657 employees are working in order to provide better services and facilities
to their clients. This is making them strong and helping them in maintaining their position for
long period of time. They are following aggressive marketing and obtains a huge market share of
around 70%.
Weaknesses: Dental problem is the main weakness as children are consuming their
products at large number. There are many rival companies like Hershey, Nestle who manufacture
the same products and have a better experience internationally as compared to Cadbury.
Opportunities: By collaborating with many organisation they are increasing their market
shares and values. This is helping them in increasing their business globally. Other than this
Cadbury is implementing innovative ideas so as to sustain in the market for a longer period of
time.
Threats: Every company has threat of lacking behind from the rival organisation.
Negative publicity can also be one of the reasons and for this it is necessary that Cadbury can
know the strategies implemented by other rival firms.
Goals and objectives of Cadbury
Objectives assist an organisation in completing the task in better way and in
systematically (Dibb and Simkin, 2013). Thus, objectives is form to meet the needs and goals in
order to get maximum profits. This is helping them in giving quality products to their clients
other than this it is giving better services and facilities so that they can satisfy the needs and
wants of their customers.
STP
Segmentation: Under this, the company is divided into smaller segments according to the
capabilities so that they can perform the task appropriately. It makes easier for managers to
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assign the task as per the calibre of individual and group as well. Through this the burden or
work load can be reduced so that person can complete the work stress free.
Targeting: Before introducing any product company should go through the population of
specific area so that they can evaluate whether by implementing the commodities, organisation
can gain maximum profits or not.
Positioning: Many firm works so as to gain superior position and enhancing brand image
in front of their customers. For this they tries to manufacture products according to the
consumers needs and wants so as to maintain its position in market area for long duration.
Marketing mix in Cadbury
Product: Company manufactures commodities in order to gain maximum profits, thus, it
is important to produce goods as per the taste and preferences. Other than this they should also
look out for all the aspect that are present in the market so that company doesn't face any
problem in future (Ehret, Kashyap and Wirtz, 2013). Manufacturing products with a different
mind set will make them unique form others.
Price: Cadbury is ensuring that they deliver the products at reasonable rates so that their
customers can afford them. As materials which they get from their suppliers are in bulk which is
helping them in producing goods at low cost.
Place: Currently company is handling its business operations in around 50 countries and
around 71,657 workers are assisting them in doing so. Along with this they have established
departments that consider the problems and issues of customers and employees as well.
Promotion: Cadbury is using latest tools and techniques sin order to promote their
product. For making their company popular they are making advertisements and broadcasting in
Televisions so as to reach to maximum number of persons.
Physical evidence: Under this company focuses on establishing building where they can
sell their products systematically. It includes stores, shops, supermarkets where customers can
buy goods as per their choices (El-Gohary, 2012).
Process: In this Cadbury tries to manufacture quality products using new tools and
technologies so that they can deliver them to their consumers.
People: Under this firm targets customers who are willing in buying their products. For
this company conduct surveys and take feedbacks form customers so they can introduce products
accordingly.
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Marketing Strategy: In order to run their business operations properly, Cadbury is using
relationship strategies so as to promote their commodities. By applying this company is gaining
competitive advantage which is providing them long term benefits.
Implementation: Under this managers of marketing department ensures that all strategies
and plans which they have made are implemented in a proper manner so if required they can
make changes as per the market situations.
Evaluation: It is considered as the last step in which superiors sits and evaluate whether
the applied plans will give them benefits or not.
Therefore, Cadbury is using all these factors in order to operate their business operations
in a better way.
CONCLUSION
From the above report it can be concluded that, marketing essentials is very important for
an organisation as it provides a systematic way of performing the task. Through which company
can gain or enhance their position in market area. This helps an organisation in attaining their
targets and goals by which they can gain competitive advancement. Marketing essentials
gradually boost the the sales and productivity of a company and as a result this increases the
revenues. Thus, marketing department helps a company making strategies by which they can
achieve the targets and goals.
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REFERENCES
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Online
What is Marketing? Marketing definitions. 2016. [Online]. Available
through:<http://www.marketingteacher.com/what-is-marketing-2/>.
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