Introduction to Marketing Essentials

Explanation of the roles and responsibilities of marketing manager in the context of the organisation2 4. Comparison of marketing mix elements between Cadbury and Mars 5 CONCLUSION 11 REFERENCES 12 INTRODUCTION Marketing is important concept that assists to conduct research, promote and selling goods and services to target market. This is because, it assists to increase awareness towards market and customers to ascertain desired results at workplace (Babiuk, Braun and Campbell, 2015).

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Introduction to the concept of marketing, including current and future trends..................1
2. An overview of the different marketing processes.............................................................2
3. Explanation of the roles and responsibilities of marketing manager in the context of the
organisation............................................................................................................................2
4. An explanation of how marketing influence and interrelates with other functional
departments of the business....................................................................................................3
5. Value and importance of the marketing role on context of the organisation.....................4
6. Conclusion that emphasis on significance of having effective interrelationships between
different functional departments.............................................................................................4
7. Comparison of marketing mix elements between Cadbury and Mars...............................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is important concept that assists to conduct research, promote and selling
goods and services to target market. It also helps to promote business with different brand and
offerings. This is because, it assists to increase awareness towards market and customers to
ascertain desired results at workplace (Babiuk, Braun and Campbell, 2015).
In the present report, Cadbury company has been chosen which is British multinational
confectionery company which is wholly owned with several international foods. It is established
with different functions and operations such selling of tea, coffee, chocolate, etc.
For gaining insight information of the present study, it covers overview of different
marketing processes. Furthermore, it includes roles and responsibilities of marketing manager in
context of selected business. Moreover, comparison of Cadbury with Mars also discusses with
using marketing mix to achieve business objectives. At last, marketing plan of the selected
business develop successfully to develop significant advantages at workplace.

MAIN BODY
LO 1
P1. Introduction to the concept of marketing, including current and future trends.
Definition of marketing: Marketing concept in which companies create values for
customers and also build strong relationship in order to generate maximum profit and also it is
the belief which is essentially accomplished to assess needs of consumers. Based on those needs,
companies can make decisions to satisfy consumers’ needs in better manner to lead with
competition in Cadbury. In UK, marketing consists the latest innovation in digital media,
technology and data that support with transformation. Digitalisation assists to increase sales that
accounted with online sales. In the country, mainly smartphone helps to accounting with several
elements. For instance, integrated planning, content marketing, SEO, email marketing, etc. (De
Jong, Marston and Roth, 2015).
Therefore, it creates positive influence to Cadbury to develop their strategic marketing
trends. It is useful to look at changes to set priorities for marketers for growing of enterprise.
Content marketing is useful which featured and applied with right strategy that followed from
different communications across all touchpoint of the customer life cycle (Chaffey, 2019).
Furthermore, content marketing is effective for B2B and B2C. In order to improve relevance,
rules-based automation and personalisation consider successfully. Digital marketing strategy and
planning trends helpful to seen more general surveys (Craig, Mitchell and Wilkinson, 2018).
According to production concept, consumers will favour products that are available and highly
affordable. Companies adopting this orientation to face major risk and focus on own operations
and losing sight of the real objectives. Along with this, as per product concept consumer will
favour products that offer mostly in quality, performances and innovative features.
An overview of the different marketing processes
Marketing process refers as process which analysing opportunities in the market.
Following are steps considered in marketing process of Cadbury: Situational analysis: It is the first component of marketing process which analyse market
to find opportunities. In the selected business, opportunities are related with customers’
needs and wants to initiate and focus on long run success.

 Objectives: It is most essential component in Cadbury, so that they need to consider
objectives of the business. Their main objectives is to increase customers and target
mainly children. Hence, Cadbury mainly segment on the basis of age group to 6 to 12
years. Therefore, long run value develops through products and strategies to set different
segments (Abushadi, Moore and Tutwiler, 2015). Strategy: Marketing mix of the selected business has been considered with composed of
certain variables of markets such as product, place, price and promotion. Hence, Cadbury
consider different types of chocolates to target customers. At different areas of UK
market with competitive pricing they promote products with social media (Zkjadoon,
2015). Tactics: With the help of promotion of social media activities, products can be
successfully implemented in the market. As a result, Cadbury can easily gain more share
and customers as well. Action: Furthermore, to deal with 6 to 12 age group of people, the chosen business
consider their several actions that assists to meet with desired level of results at
workplace.
 Control: At this phase, Cadbury assess internal & external opportunities and threats.
Therefore, it helps to set target market with efforts with plans and strategies.
P2. Explanation of the roles and responsibilities of marketing manager in the context of the
organisation
Marketing manager of Cadbury overlook for promotion of enterprise with serve products
and services. Marketing department of Cadbury company continuously develop their operations
and functions in different aspects. With this regard, they make promotion, sales, customer
services, etc. In addition to this, there are several other functions performed by the business to
gain more profits and revenue. Therefore, marketing department ascertained planning, product
development, research, etc. In this regard, they need to focus on following roles and
responsibilities:
Roles of marketing manager
 Developing marketing strategies and plans: Marketing manager of Cadbury need to
identify their customer needs and wants to deliver them adding value towards products
and communicate with superior value. Strategic planning is managerial process to

maintain balance between enterprise (Wilson, McCabe and Smith, 2018). In accordance
with this role responsibility of marketing manager is to coordinate with employees for
managing innovation and making use of collected information. The individual is
responsible for making plan according to customer expectation and market attractiveness.
 Marketing research: Furthermore, another role of marketing manager needs to conduct
marketing research for market and product analysis. This is because, it provides
information and distributes it in timely manner. In this responsibility of marketing
manager of Cadbury is to gather results from market which helps in deriving need of
changes in quantity and quality of products (Wang, Chen and Chen, 2016).
 Brand management: In this role of manager is to focus on promotion strategy of firm
which helps in creating awareness in market. However, responsibility of marketing
manger I managing brand is deriving effective promotional strategy which can aid in
gaining consumer attention. Cadbury promote goods and services to gain strong
promotion team , it promotes its product by different advertisement. For managing brand
promotional strategy used by firm is social media advertising, emailing and commercial
marketing.
 Managing Customers services – In this role of marketing manager of Cadbury is on
developing strong customer relationship. In this responsibility of manager is on managing
direct communication with buyers. This helps the firm in deriving need of making
changes in products and services (Hisrich and Ramadani, 2017).
M1 analysis the roles and responsibilities of marketing
Marketing is plays an effective role and responsibilities in marketing. Marketing have
roles to design goods and service as per requirements. It is the effective and valuable for the
business and its growth. Marketing department have role to promote products and service at
marketplace. With the help of this company is able to promote products and service at
marketplace. Promotional channels are help to make the effectiveness at marketplace. The
marketing have role to promote the business and mission of organisation at marketplace.
Marketing department is gather and analysis market information for promote business. The
marketing department of company is monitoring and managing social media. With the help of
this they are able to manage account online.

M2 An explanation of how marketing influence and interrelates with other functional
departments of the business
Marketing is encompassing in entire business operations in whole business which seen to
gain positive results. Following are interrelationship of marketing with other functional
departments: Marketing with operations management: Marketing department work closely with
production department that ensure that appropriate research and development program
which consider plan to satisfy customer requirements in Cadbury. It is likely to set
deadlines to stretch capabilities of production department. Furthermore, volume orders
Fgenerate through marketing to meet with schedule (Uhl and Gollenia, 2016). Marketing with finance department: Marketing department of the chosen enterprise, is
related with adequate budget to meet with the needs for research, promotion and
distribution. Finance department of the selected business work to allocate budget to
different activities of Cadbury such as building market share, conduct R&D, concentrate
on sales volume, etc. As a result, it is more focuses on cash flow, covering costs and
paying back to investment and quick manner (Piñeiro-Otero and Martínez-Rolán, 2016). Marketing with human resource management: Furthermore, another relation of
marketing department consists with human resource management. This is because,
marketing department will need to work closely with HRM that ensure appropriate skills
and staffing levels which place to conduct research and develop new products ideas, meet
with production targets (Wang, Chen and Chen, 2016). Create an ambitious and
competent marketing team in Cadbury also helpful to gain positive results.
 Marketing with research and development department: Marketing department of
Cadbury also work with research and development that assists to meet with innovative
results that ascertained to gain more targets and goals. It would be beneficial to focus on
identify opportunities to attain overall effectiveness.
Value and importance of the marketing role on context of the organisation
Marketing role in Cadbury consist following value and importance: It helps to increase and maintain standard of employees: Marketing is very helpful in
delivering positive results to increase their standard in the business (Wilson, McCabe and

Smith, 2018). At very less pricing, the chosen business consider their promotion so that it
is beneficial to attain overall goals and objectives. It helps in transfer, exchange and movement of goods: Marketing is also helpful to
transfer, exchange and movement of goods (Craig, Mitchell and Wilkinson, 2018). As a
result, goods and services made with availability of customers with several intermediaries
in Cadbury. As a result, it includes design of product that are available to transfer
ownership.
 It creates employment: Marketing also important to reduce unemployment and develop
employment opportunities (Abushadi, Moore and Tutwiler, 2015). Therefore, in Cadbury
many employment opportunities increase to sustained and high level of business activity.
Conclusion that emphasis on significance of having effective interrelationships between different
functional departments
In order to consider marketing activities in Cadbury, it can be concluded that the
organisation emphasis on effective relationship with different functional departments. With this
regard, effectiveness successfully develops to produce more creative outcomes in business. This
is because, marketing is a strategic discipline that underpin with several activities to
communicate different plans (De Jong, Marston and Roth, 2015).
Furthermore, setting deadlines also helpful to ensure getting competitive advantages in
production department. Marketing department is closely related with allocation of budget as per
results of R&D. Consequently, more focus on cash flow, covering cost and paying back
investment ascertained with quick outcomes. Moreover, HRM department consist a good deal of
recruitment and training demand across the enterprise which is significant to create balance
between different functioning (Babiuk, Braun and Campbell, 2015).
Critically evaluate key elements of marketing and interrelate with the other functional
units
The key elements of marketing is interrelate with the other functional unit. Marketing
have function is promote product and service at marketplace. This element is related with the
finance department because for promoting business and products, finance department is allocate
funds to marketing department. Customers service is the main function of the company. This
function is related to the human resource department because best customers service providing,
human resource department is hire best candidate for the team.

LO 2
P3. Comparison of marketing mix elements between Cadbury and Mars
MARKETING MIX
ELEMENTS
CADBURY MARS
Product Cadbury deals in wide range of
products such as dairy milk,
bournville, eclairs, oreo, etc.
But IT is primarily known for
its chocolates. Apart from this,
company also produces
seasonal products such as on
Christmas. Furthermore,
Cadbury is now aiming at
increasing its product line such
as Cadbury has captured ice-
cream and biscuits segments as
well and its focus is on
increasing its product line by
entering into beverages and
desserts segments. Cadbury
products are beautifully
packaged as well as internet or
web pages of Cadbury are
beautifully designed.
Mars has also established its
brand image in the chocolates
market. As compared to
Cadbury; Mars deals in more
product segments. It has
diversified product line; which
includes chocolate, pet-care,
Wrigley, food, drinks and
semiconscious. Moreover,
company is focussing on
expanding its product line so
as to beat its competitors.
Price Cadbury in order to fix the
prices of its product uses
demand-based pricing. Under
this method of pricing, price of
a product would be determined
Mars adopts mid- premium
pricing strategy for fixing the
prices of its products. Under,
this strategy prices of a product
is fixed at a higher price as

on the basis of Cadbury
products are beautifully
packaged, well designed
internet or web pages, what the
consumer is ready to pay at a
particular point of time.
compared to its similar
products as the target audience
is upper class or upper-middle
class.
Place Cadbury has its potential
customers spread all across the
world. Hence, for this purpose
Cadbury has established
multiple distribution channel
to distribute its products that is
through manufacturers,
wholesalers, retailers and
finally customers.
Mars is headquartered as well
as business segments all across
the globe and due to this
reason the company has
adopted robust distribution
channel because the potential
customers are located at
various places and direct
distribution is not possible.
Hence, the company distribute
its good through the
distributors.
Promotion Cadbury formulates attractive
tag lines and slogans as per the
occasion to promote its sales in
seasonal time. Apart from this,
the company undertakes
advertising through various
modes of media to promote its
product such as television,
radio, newspaper, online,
posters, etc. If the promotion is
not appropriate or it has hurt
the sentiment of people and it
Mars in order to promote its
product has formulated
attractive slogans and tag lines
to grab the attention of the
potential customers.
Furthermore, the company has
adopted direct marketing
through social media
marketing for promoting its
products such as through the
company website, Facebook
pages and Instagram.

may affect in negative way.
People In cadbury, people at all levels
work. But the main focus is
given to employees of top
level. Level of customer
service was found very high
based on the feedback from the
customers. Customer service is
very important part for every
compa,ny to maintain and
build its brand image.
Employees of Cadbury are
very well trained and educated
regarding their dealings with
customers. This has enabled
the company to keep its
customers satisfied and
maintain or increase its market
share. Cadbury is known for
giving employment to wide
number of people.
Similarly like cadbury, in mars
also people at all levels work
but mainly people work at
middle level and the level of
customer service is
comparatively less.No
company can run without
people. Hence, people are the
most important part of every
organisation and for this
purpose Mars focues on
training of employees with
regard to communication skills
which has helped the company
in increasing its sales as
customers were satisfied
because they could easily
communicate their feedback,
grievances, etc. hence, more
the customers being satisfied,
more would be the sales.
Process As far as processes of Cadbury
are considered, they are
reviewed continuously through
constant feedback which helps
in maintaining high quality of
products as well as services.
Process of Cadbury is is B2B
where organisation sells its
Process can be defined as the
delivery system or it is the
means by which product could
be made available to final
consumers. Mars has wide
number of distributors who
make its products available all
across the globe. Thus, in

product to retailers and whole
sellers who are then
responsible distribution of
Cadbury products.
accordance with this it can be
said that marks also focuses on
B2B selling of products.
Physical evidence Physical evidence of Cadbury
is phenomenon that is Cadbury
has designed its stores in a
very attractive and innovative
way. Even the package of
cadbury is very beautiful. It
has beautiful ambience which
fosters effective working of the
employees. Moreover, the
company has formulated
numerous tag lines for its
different products such as 'taste
like this feels' which creates a
strong impact on the mind of
customers.
On the other hand, Mars also
has beautiful physical evidence
such as tag line of Mars is 'put
some play in your day, which
is very innovative and has a
fun element. Layout of the
Mars is very beautiful .
Moreover, brochures, online
websites, infrastructure and
interior of stores is eye catchy
and contribute a lot in
increasing the sales of the
chocolates.
Different tactics applied by the company for achieve objectives
There are various tactics which are help to improve profitability of company to achieve
growth of company. The pricing strategy is help to make the effective and valuable growth of the
company for that manager is able to take effective growth. With the help of pricing strategy
company can sets the price of product as per requirement of peoples and customers requirement.
Promotional strategy is help to promote product and service at marketplace. Like, advertisement
and various social media is help to promote product and service at marketplace.
LO 3
P4. Marketing plan
Executive summary

Cadbury is coming up with a new product named cadbury boost which is
especially targeted to the health or diet conscious people as it will be made of ingredients which
are sugar free as well as it will provide instant energy to the chocolate consumer.
Vision
to expand the market of Cadbury boost in the untouched areas.
Mission
to operate Cadbury boost world-wide.
MARKETING OBJECTIVE-
 To increase the sales of Cadbury boost by 20% within 12 months
 To increase market share by 4 %within 7 months
 To increase consumer base by 5 % within 11 months.
INTERNAL ANALYSIS
Strengths
 Well established brand image
 Satisfied customers
 Wide variety of products
 Strong marketing and distribution
channel
 Large number of suppliers of raw
material
 Achieve economies of scale
Weakness
 Usually diet or health conscious people
avoid chocolates as its ingredients
contain fat elements.
 Less brand awareness in rural areas
 High financial investment on research
and development (Flores and et.al.,
2017).
EXTERNAL ANALYSIS
Opportunities
 Increase brand awareness in rural areas
 Increase its market reach by tapping the
diet conscious people and covering new
segment.
 Expand the product line and deal in
more kind of products.
Threats
 High competition in the market
especially from companies such as
Nestle, Mars, etc.
 New firms are entering in the market
because of low entry barriers
 Customer loyalty does not exist in
chocolate market

PESTLE ANALYSIS
P- Political
Political factors are those factors which are affected by the political parties and have a impact on
the marketing plan. Hence, Cadbury has to consider the political instability or political
conditions while designing the marketing plan.
E – Economical
Economical aspects vary with the variation in country. Hence, Cadbury has to take into
consideration the labour rate of the countries in which it is operating in order to create a good
marketing plan.
S – Social
While preparing marketing plan, Cadbury should consider all the social factors in order to
maintain and build its brand image such as personality, lifestyle and attitude of people of the
society.
T- Technological
Cadbury, at the time of creation of marketing plan should remain updated with technology to
achieve economies of scale by reducing the cost of availability of raw material.
COMPETITORS ANALYSIS
Basis Cadbury Mars
Revenue Cadbury has generated more
than $3 billion revenue in the
year 2016.
Mars has generated around
$905.8 million revenue by the
end of 2016.
Employees Cadbury has currently around
1,10,000 employees
Mars has around 85000
employees currently working
and has plans to employ 70000
more employees by the next
decade (Dib, 2018).
SEGMENTATION, TARGETING AND POSITIONING

 Segmentation – Cadbury uses demographic and geographic strategy in order to segment
its market. Demographic segmentation means segmentation on the basis of age, race,
religion, gender, etc. In accordance with new product that is Cadbury Boost, marketing
team will focus on Psychological an behavioural segmentation as the product is for the
specific buyers which are health conscious.
 Targeting – targeting strategy used by Cadbury is differentiated targeting strategy that
is different marketing strategy for different groups. In accordance with this firm will be
able to target different customer segments on the basis of their preferences. This reduces
the risk of negligence.
 Positioning – Cadbury will use price positioning strategy for Cadbury boost in order to
position the product in the mind of consumers.
MARKETING MIX ELEMENTS
 Product – Cadbury is coming up with new product that is Cadbury boost which would
serve the purpose of providing energy to the consumers. This product has been designed
especially for the people who are diet conscious.
 Price – the price of the product would be determined on the basis of demand for the
product. Since nowadays people are very health conscious and would highly prefer
consumption of the product and hence price of the product would be fixed at a higher
price (Kotler and et.al., 2015).
 Place – Cadbury boost would be available worldwide at all the stores of the company as
well as all the distributors because of high demand across the entire globe.
 Promotion – Cadbury would promote its new product by advertisement in all forms of
media such as newspaper, television, radio, online, etc. Furthermore, for promoting
Cadbury boost, the company will also come up with advertisements done by celebrities
which are fitness freak.
 People – Cadbury pays a huge attention towards its employees but the main focus of the
company is towards the employees of top level.
 Process – company generates continuous feedback in order to manage its processes
effectively.
 Physical evidence – ambience of cadbury is wonderful, it fosters the smooth working of
the company.

Market program
Marketing channel Activity Time
Direct Marketing In this company will focus on
emailing potential retailers about
new product and its specifications.
4 months
Digital Marketing In this marketing team of Cadbury
will make use of social media
platforms like Facebook and
Instagram. In this promotion will
be done with the help of flyers and
advertisements.
6 months
Commercial Marketing In this firm will aim at television
advertising
12 months
BUDGET
Marketing channel Amount (in pounds)
Direct Marketing 50
Digital Marketing 200
Commercial Marketing 250
Monitoring and controlling
Monitoring and controlling is the important part of the company. With the help of this
company is able to make the effective service as per requirement of customers. With the help of
monitoring company manager is able to make the effective and valuable growth of company. For
that manager is include the feedback from the customers. By this they are able to make changes
are per the requirements.
 Sales Analysis: Sales analysis report shows the trends that occur in a company's sales
volume over time. In its most basic form, a sales analysis report shows whether sales are
increasing or declining (Baker, 2016). In accordance with this company will outline

increase in sales volume with launch of new product that is Cadbury Boost. This will
helps in deriving consumer response and effectiveness of innovation and marketing
strategies.
CONCLUSION
From the above report, it can be stated that marketing considers important role in
business success. In this regard, effectiveness in the business operations continuously develop to
meet with skills and staffing levels outcomes. Furthermore, report summarised about overview of
different marketing process that helps to accomplish goals and objectives of Cadbury. Moreover,
it concluded about comparison of Cadbury with Mars with using 7p's of marketing mix. At last,
it articulated about marketing plan of the company so as to achieve overall goals and objectives
as well as creativeness at the workplace. It has also assisted in focussing on desired level of
outcomes in a systematic manner.

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