Marketing Concepts and Applications

This assignment explores core marketing principles, encompassing areas such as consumer behavior, ethical considerations in marketing, branding strategies, market research methodologies, and the impact of digital marketing. It requires you to delve into these concepts, analyze real-world examples, and apply your understanding to practical scenarios.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................................4
TASK 1..........................................................................................................................................................4
P1 Key roles and responsibilities of marketing functions........................................................................4
P2 Roles and responsibilities of marketing relate to wider organisational context..................................5
TASK 2..........................................................................................................................................................5
P3 Comparison between two organisation by applying marketing mix for accomplish objectives..........5
TASK 3..........................................................................................................................................................5
P4 Evaluation of basic marketing plan....................................................................................................5
CONCLUSION...............................................................................................................................................5
REFERENCES................................................................................................................................................6

INTRODUCTION
Marketing is an essential function carried by business organisation in order to promote their
products and services into the market place. It involve selling and buying process that take place
between consumer and producer in market area. It is a broader concept that involve several types
of activities like production, manufacturing, communication and delivering the final product or
service to the consumers that results in fulfilling their demands and needs in effective manner.
Marketing manger plays a vital role while conducting this process as he have to perform all these
action in adequate way so that final results can be accomplished in set period of time. The
company selected in this report is CADBURY, a confectioner brand running from 1824. Its
chocolates are famous worldwide and is preferred by almost every age group people. The report
highlights key roles and responsibilities of all marketing functions, importance of marketing mix
concept in business firms and its interrelationship with other functional areas that are present in
the organisation. Apart from it, company have to produce marketing plans in order to execute
their marketing actions in effective way so that the basic aim and objectives could be achieved in
effective and efficient mode.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing is an important procedure that involve multiple functions that involve satisfying
the needs and demands of the consumers by producing products of such kind. It also involve
building the conducive relationship with them so that they can be retained for longer period of
time. Marketing involve several types of interrelated activities and plan of actions that has to be
conducted at the same time, thus it is not an easy process. Marketing manager must have all
knowledge that is required in conducting marketing function so that set goals of the company
could be accomplished. CADBURY also have to conduct this process in effective way so that all
its products could be reached to its final customer at proper time. The roles and responsibilities
that are linked with marketing function of CADBURY Company is described below:
Marketing planning function: marketing manager of CADBURY always prepare
marketing plans and procedures that define sequence of activities that have to be carried out in
effective way. Manager have to make sure that planning must be carried out in favorable way so
that ever individuals knows his duty to be performed while carrying out this process. This
function is very much necessary when company is about to launch new product or service in the
market place. For instance, CADBURY has introduced its new product with the name Nutties
hence manager must have draft plans before launching it and after its introduction in the market.
If they found any problem related to it then plans must be reviewed proper in order to make any
modifications which are required at that point of time (Baker and et. al., 2016).
Promotional function: Every company wants to promote their product or service in the
market area in order to create awareness and interests among customers and lead to generation of
the demand for that goods or services. Hence, it is consider important marketing function that
must be carried out by the marketing manager. There are several methods that are available in
order to perform promotional function therefore company have to make choice from number of

options and choose the best alternative that will yield them high profits as well as significant
sales volume. CADBURY also promote their products by making use of print media, social sites
etc.
Research and development function: It is very important function that has to be
performed in today’s business environment as company have to operate in dynamic environment
which keep son changing with time. Thus, company have to perform research and development
process so that they can examine all the factors that are available and cause number of changes in
the system. That is how company could able to perform activities in accordance to the need and
demand that is prevailing in the surroundings and respond against it accordingly. CADBURY
have well established R&D department that keep check in the environmental changes that are
taking place and then take decision accordingly.
Marketing Information System (MIS): it involves keeping check on customer’s
behavior and demands that are taking place in the market and then make any decision regarding
it. Customers are consider real kings of the market are thus companies have to make plans and
procedures in their respect (Bastable, 2016). In order to carry out this process in effective manner
business organization can adopt MIS that assist them to gather all relevant and materialistic
information regarding the consumer behavior and then make plans accordingly. It is done in
sequence of steps that starts from sales man that visit the field area and gather data of their
interests while performing surveys on their target audience. After this they report to the
marketing manager who examine all these information that is required in making the decision
process simple and easy. Marketing manager of CADBURY also follow this function very
keenly so that final process must be performed and full filled in achievable manner.
Financing function: Finances are consider most important resource that is required in
almost every set of activities that are performed in single business organization system.
Therefore, it is necessary that company must have sufficient amount of funds with them so that
all functions in the organization must be done effectively. There are number of options available
through which they can arrange funds. Cadbury can also adopt best alternative from the number
of options that are available in order to fulfill their financial needs that may arise in future times.
This is also consider necessary marketing function.
P2 Roles and responsibilities of marketing relate to wider organizational context
To identify customer needs and wants, marketing activities are performed. Managers who
possess proper skills and appropriate knowledge can perform the task of determining overall
needs and requirements of the customers. Therefore, marketing managers are appointed by the
organizations to take care of all the marketing activities. These marketing managers perform
various duties and functions in order to enable smooth working of processes and activities. It will
increase the productivity of the firm which will ultimately results in multiple benefits like
increase in profits, increase in market share, expansion and growth of the firm etc. It will also
create a good image of the firm in market and in the eyes of customers.

In a business organization, there are various departments and each department performs a
different function. It is the duty of a marketing manager to evaluate the functioning of each
department and then delegate responsibilities to them (Berkowitz, 2016). It will create a good
organizational structure in the firm and also improves the performance of all the departments of
the firm. Better performance of all the departments will result in achieving the objectives and
targets efficiently and effectively and thus increasing the productivity and profits of the
company. Some of the duties and responsibilities performed by CADBURY are-
Human resource management and marketing – Human resource department plays an
important role in an organization. This department is responsible for recruitment of all the
employees. Due to this department, there is effective functioning of an organization. Marketing
manager is also appointed by the human resource manager who can evaluate and manage all the
functions of marketing and helps in achieving the goals and objectives of the organization.
Marketing manager is selected on the basis of knowledge, skill, competence, capability and
experience. HR manager evaluates all these skills of the person who is going to be appointed as a
marketing manager. He also evaluates the efficiency and effectiveness of a person that he can
perform all activities related to marketing effectively. HR department organizes training
programs as well to enhance the knowledge and skills of the employees so that they can perform
all their activities more efficiently and helps the company to earn more profits.
Finance and marketing – Finance department is the most important department of every
organization. It manages the funds of the organization and controls the financial transactions of
the business. It is the responsibility of finance department to allocate funds to each department as
per their requirement in order to perform the activities and tasks. They also decide the amount of
finance required in each activity. Finance manager manages all the money involved in every
department and for each event. Budgets for each activity of the organization are formulated by
the finance department. They also create budget for various activities of the marketing
department. Funds are allocated to each and every activity related to marketing. These activities
involve promotional activities, advertisements, product survey, customer satisfaction survey etc.
Thus a marketing manager can easily take decision related to expenses involved in marketing
activities and can make future plans and policies accordingly. With the help of these budgets,
resources of the organization are used efficiently and there will be no wastage of the resources.
These budgets also act as a check control on the activities of the various departments. Finance
managers can match the actual performance with the budgeted figures in order to check the
efficiency of each department.
Research-and-development and Marketing – Research and development is one of the
most critical activity involved in every business organization. Business organization either has
their own R&D (Research and Development) department or they outsource this work to other
specialized organizations. As every company wants to establish their product in the market, it is
very necessary to introduce changes in the product with the change in environment and change in
customer needs. Proper research is required to be carried out by the company for implementing
changes that is required in the product. For this, marketing department takes the help of research
and development department. R&D department does all the research activities by analyzing the
market and then delivering a product similar to the needs and desires of the customers. They

have two options, either to invent a new product or to bring innovations in the existing product.
This activity is very important to be in the competition. Research and development department of
CADBURY is also a very strong department which knows about the market and their customer
needs completely. Every time when they deliver a new product, that product rules the market and
this is only because of great knowledge about the likes and dislikes of customers.
Customer Service and Marketing – After sales services are one of the most important
factor to decide upon the success of the product in the market. Customer service department
handles the activity of after sales services. They conduct the work of handling all issues of the
customers once the sale is made. So it is very important for every business organization to
maintain an effective customer service department which effectively handles all the customer
needs. It helps in maintaining the customer base because customers prefer to buy product from
those organizations which facilitate better after sales services. Therefore, it becomes the duty of a
marketing department to understand the issues of the customers and tell them to the service
department so that they can provide effective solutions to those problems. (Kennedy and
Parsons, 2014).
Production and Marketing – Production and marketing department are interconnected
with each other very strongly. These two department works in a combined manner. Production
department produce those products which are required by the market and marketing department
let production department to know about market requirement by conducting various market
surveys and studies. Marketing department gathers information regarding the trends going on in
the market and then transfer such information to production department. On the basis of this
information, production department starts their process of making products which will ultimately
be delivered in the market.
TASK 2
P3 Comparison between two organization by applying marketing mix for accomplish objectives
Every business organization aims for accomplishing final goals and objectives for which
they have been present in the market place. There are several tools and techniques that are
available in the business environment which can be adopted by the company in order to carry out
their marketing process in effective and efficient manner. Marketing mix is known as developed
tool and method through which every company can work in accordance to the factors that are
included in this process. It basically involve 7p’s of marketing and each contain features and
characteristics that must be adopted by the company.
CADBURY is one of the mostly preferred brand in confectionaries and serve customers
that are present in almost everywhere worldwide. One benefit that they enjoy is the number of
market share that they contain as compared to their competitors. They have well established
share in the current market place and have retained customers for longer period of time by
satisfying their needs and demands in adequate manner.
It is very much essential for the companies to create their image in such a way so that
customers only prefer products of that brand and do not want to purchase from other companies.

Marketing mix is consider one such way in which business organization can make decisions
about important seven elements that are present in this process (Brychkov and et. al., 2017). As
all these components play a vital role in the business life. Nestle is consider tuff competitor of
Cadbury. The comparison between both these companies are illustrated below:
Marketing mix process of Cadbury Company:
Product: the final outcome that is produced by the company and which is served to the
final customers in the market place is known as products. It is tangible form and buyers purchase
in order to meet their needs and demands by paying some amount of money in return. Therefore,
it is mandatory by the Cadbury Company to produce such products that will satisfy the desires of
the buyers. Cadbury basically serve different types of chocolates in the market place. Some are
perk, dairy milk, temptations etc.
Place: this component of the marketing mix defines the location or target customers that
they will concentrate on entire work process. Cadbury always make sure that their products must
be available to every store whether it is departmental stores, small general shops or malls etc.
therefore, they take care about the availability of their products in the market place.
Price: It involve the amount of money that the final customer will pay to the company in
return of purchasing their product or service (Cabrera and Williams, 2014). There are number of
factors that affect this concept for example every country have different economic system that
define the value of money thus Cadbury have different price for its products according the
country in which they are selling. On the other hand company offers affordable prices for their
customers so that they can easily purchase that product.
Promotion: This component involve creating awareness in the customer’s minds about
the availability of products, its features, uses so that it will lead to generation of demand. On the
other hand if the company have already established their strong brand image in the current
market place than, it is not at all necessary to conduct promotional activities. This case is with
the Cadbury as they already enjoy sustainable amount of share and goodwill there is no need to
promote their products in the market place.
People: this component involve the customers of the company as well as the employees
that are working in the business organization. Thus, it is the responsibility of Cadbury’s
management system to satisfy their employees so that they can contribute to best of their efforts.
As they are the important resources that perform all plan of actions to produce final products and
services to serve their target people.
Process: this component involve the sequence of activities that has to be followed while
producing product. It is wider concept that also involve the distribution channel that must be
adopted by the Cadbury in order to supply their ultimate goods to the people present in the
market place.
Physical Evidence: this element focuses on having distinctive name, logo, sign and
symbol of every company so that customers could able to identify it from number of competitors

that are already present ii the market area (Griffitts, 2016). Cadbury have their own symbol that
is well known amongst the audience and they could easily identify it from number of options.
Marketing Mix Of Nestle Company:
Product: As nestle is consider strong competitor of Cadbury thus, they also produce
chocolates of different kinds namely polo, kit Kat and many others. Their products are of high
quality and is preferred by the customers that are present in the market place.
Place: Nestle have well established image and share in the current market place, but there
is one drawback s compared to Cadbury is that their products are not always available to every
stores hence, this create the lacking point in front of the company.
Price: Nestle’s products are not at all expensive and are easily affordable by the
customers. This is due to the reason that there are umber of rivalries that are already present in
the market place. Therefore, it become necessary for them to charge fair price for their customers
so that they do not lack share from the competitive business world.
Promotion: As similar to Cadbury, they do not promote their products in front of
customers as they already enjoy sustainable amount of market share that provide benefit to them
about selling their products in the market area.
People: there are number of employees that are working in nestle company therefore, it
become necessary for them to satisfy their needs and requirements as they are the one who make
selling process of final products possible. On the other hand, customers of company are known
as most important resource as it is because of them, the company exist (Hoeffler, Herzenstein
and Ginzburg, 2015)
Physical evidence: Nestle have unique way of creating their presence in the market.
They usually construct their logos at various places in different coffee corners, thus this
innovative concept attract larger number of people.
Process: Creation of Nestle’ products involve large number of manufacturing activities
like collection of cocoa seeds, fragmentation, drying, winnowing and last part include grinding
which is further been classified into two more process. Thus, Nestle have their own style of
processing their products thus, it also create a good image in customer’s minds as they are well
awared with the process system that has been carried out.
TASK 3
P4 Evaluation of basic marketing plan
Marketing plans is consider most important function in whole marketing process as it
formulate the framework on which all steps must be carried out in proper manner. Every
business organization that is operating in business corporate world, this become necessary for
them to construct the marketing plans in effective way (Hoffman and Turley, 2015). Similarly
Cadbury have drafted efficient marketing plans that contains number of aspects of different
nature.

Introduction of Cadbury: Cadbury is consider second largest confectionery company
amongst every organization that is operating in this field all over the world. It was initially
founded by John Cadbury in year 1824. It is completely under the ownership of Mondelez
International.
Mission Statement: “Cadbury means a quality; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure our promise”.
Vision statement of Cadbury Company: “Working together to create brand people love”
Some aims and objectives of the company:
 To produce different variety of chocolates for the customers.
 Continue enhancement of the chocolates that are present in the market place.
 To build larger number of stores in the current market area to increase their share at
significant level.
SWOT analysis of Cadbury which is described below:
STRENGTHS WEAKNESSES
 It is a world known confectionary
brand which is present in around 200
countries across world.
 Their quality is very high and have
more power as compared to products
of other business organization.
 Their famous products involve Oreo,
bourvita which have cover almost
market in respect to its demand.
 There are number of incidents that
have been registered as a major
weakness in front of the company. It
involve cases related to presence of
rodents and cockroaches in the
chocolates.
 The quality that must be more superior
as compared to the present ones.
OPPORTUNITIES THREATS
 The main opportunity that lie in front
of the company is penetrating into
number of areas so that either market
share could be enhanced and increased
in effective manner.
 Tastes of the product is another key
area that can create huge opportunity
for the company as they can able to
introduce new flavors in order to come
up with something new and different.
 The major threat faced by the
company is the bearing of high cost
that is related to fuel transportation
facility. Thus, company have to face
high cost.
 Another threat involve customers are
shifting their preference for chocolates
to fresh juices that will create
lowering down of demand for
chocolates.
Target market: Every company operates to serve the specific group of people that are present in
market place. As it enable them to make every set of decision in accordance to demands and
needs of that particular target customers. Cadbury mainly focuses on children as they love
chocolates very much.

Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 45000 13600 15200 21000 15000
Investment 21500 14000 17000 15300
Total 45000 35100 29200 38000 30300
Marketing
expenditures
Advertisement 10600 8000 7200 8000 7200
Sales promotion 3000 3000 5000 4000 7500
Direct marketing 6000 7000 4000 5000 3000
Total 19600 18000 16200 17000 17700
Available balance 25400 17100 13000 17000 12600
Evaluation and controlling process: this is consider last step in marketing plan in which
management of the company evaluate all the plan of actions that have been formulated in above
steps. It is carried out to know the actual performance while making comparison with the set
standards so that any deviations can be identified if it is present and adopt some corrective

measure so that final aims and objectives of the company can be met out (Karasar and Öztürk,
2014).
CONCLUSION
As per the report presented above, it is concluded that marketing plays a vital role in the
development and growth of the organization. Marketing department along with other
departments of the organization helps an organization to achieve its desired goals and objectives
in the most effective and efficient manner. Marketing understand the needs of the customers and
thus helps to deliver a product which is highly demanded by the customers in the market. It
satisfies the need of all the customers and thus generates more profits. Every company must
formulate its plans and policies from the customer point of view by keeping their needs in mind.
This report highlights the case of Cadbury Company which is well known confectionary brand in
market area. They have formulated marketing mix function to carry out their process in effective
manner. On the other hand the have drafted marketing plans that involve several steps that has to
be followed in order to come to last phase that is monitoring and controlling.

REFERENCES
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(Baker and et. al., 2016Bastable, 2016Berkowitz, 2016Brychkov and et. al., 2017Cabrera and
Williams, 2014Griffitts, 2016Hoeffler, Herzenstein and Ginzburg, 2015Hoffman and
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2014Mueller and et. al., 2015Pappas, 2017)