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Marketing Essentials of Cadbury (doc)

Added on - 08 Dec 2020

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MARKETINGESSENTIALS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Introduction to the concept of marketing, including current and future trends......................1Overview of different Marketing Processes...........................................................................2Explanation of the role and responsibilities of a marketing manager....................................3Explanation of how marketing influences and interrelates with other functional departments.4Compare the ways in which chosen organisation applies marketing mix to marketing planningprocess to achieve business objectives and how it differ from other organisations...............5Producing and evaluating a basic marketing plan for the organisation..................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing is considered as an essential function of management. The overall essence ofmarketing is intended to satisfy the overall needs and wants of customers and to satisfy all, roleof marketing manager becomes more important as they carry out all operations regardingmarketing functions in an organisation. There are different structures of distinct businessesaccording to the size and manager should have control over essentials of marketing so that it cancreate focus on consumers (Aswathappa, 2013). In the present report, analysis of Cadbury isdone which is the selected firm for study that is a British multinational company, famous formaking chocolate and its famous products are dairy milk, crème eggs and Roses selection box.The report includes roles and responsibilities of marketing manager with covering almost all therelated aspects related to marketing department of Cadbury.Introduction to the concept of marketing, including current and future trendsMarketing is the process of promoting and selling of various types of products andservices which include promotional activity like advertisement, sales promotion, directmarketing, etc. These activities are done for the satisfaction of customers and mainly give focusto customers and their preferences. The current and future trends of marketing of Cadbury are asfollows:Social media- The platform in of computer technology that gives facility to an individualto share ideas and information for the specific field of interest with different people on thatparticular platform (Social Media Overview,2018). Such type of platforms is Facebook,Instagram and Snapchat that help company and different individuals to market their products tocustomers through this platform. Cadbury does their marketing on these social media platforms(Blakeman, 2018).Artificial intelligence-The area in computer science which gives emphasis to automaticlearning of machines is referred as artificial intelligence. This adopts and learns the behaviour ofcustomers and then AI integrates its data in system of learning which helps in knowing them in abetter way. Cadbury can use this platform so that it can target specific segment of customers.Evolution of different marketing concepts: Over the decades, different marketingconcepts are came into the existence. There are different marketing concepts are as follows:1
Production orientation:In this marketing concept, it results that automatic customersresponse and no promotional efforts are beneficial for the marketing scenario today. Thisorientation concept is built for good products with not any effort in promotion activities.Sales orientation:It tells that making the best product is not enough, until unless, theproper efforts in the sales activities could be implemented. The essence of this orientation tells,products are not meant for buying, but for the purpose to be sold.Customer orientation:This orientation philosophy tells that customer would be thebiggest priorities than the products. This statement means company should be the customercentric. If the company is customer centric, it would be easy and reliable to sell products andservices.In context with Cadbury, company has adopted the customer orientation philosophy fortheir product. It is necessary to be customer centric like taste and preference, quality, price andaffordability etc. It has been noticed that this philosophy would result in the higher growth forthe company and achieving the maximum output and profitability.Overview of different Marketing ProcessesMarketing process:Business organisations are adopting different marketing process forthe purpose of enhancing their profitability ratio. The process of marketing used by Cadbury toattract the customer are:Mission:At the first stage of marketing process, top management of Cadbury specifiestheir mission statement. It mission statement emphasize on the continuous improvement in theproduct in order to serve best product to customer.Situational analysis:At next step, main focus of organisation is to identify opportunityfor future growth by doing SWOT analysis and PEST analysis.Marketing strategy:In this step, top management of Cadbury targets their audience firstand decides their goals in order to develop budget for the overall activities (What is marketingstrategy, 2018).Marketing Mix:After formulating marketing strategy, next step of marketing processincludes pricing, promotion, place of distribution and product development.2
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