Roles and Responsibilities of Marketing Function in Cadbury

MARKETING
ESSENTIALS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Key Roles and Responsibilities of Marketing Function..............................................................1
Interrelationship between Marketing and other Functional Areas...............................................3
Marketing Mix Strategic Planning...............................................................................................5
Marketing Plan.............................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of selling by evaluating needs and wants of customers to
increase their satisfaction and gain higher market share (Sirajuddin and Kumar, 2018). Increase
in market demand and change in customer trends has influenced businesses to adopt marketing
strategies to attract more customers In the business effectively. It is very essential for business to
determine the market factors which impact the business activities in achieve competitive
advantage to increase profit margins effectively. Marketing helps to increase the efficiency
products by improving perceived values of products by customers to make them loyal and
increase the potential of the business in the market. This report provides an effective explanation
on marketing activities of Cadbury. Cadbury is a multinational company which provide sweet
products in the world. Company was established in 1824 in London, UK. Report discusses roles
and responsibilities of marketing function which helps company to increase its productivity in
market. In addition, report provide marketing mix strategy of Cadbury company and basic
marketing plan to increase potential of company in market to increase sales of its products
effectively.
Key Roles and Responsibilities of Marketing Function
Marketing function is the part of business activities which helps to evaluate the available
resources in the current internal and external environment to increase potential of the company
effectively. It is also an effective operation which support development and creation of products
to compete in market and achieve core competency effectively. Cadbury needs to analyse roles
and responsibilities of marketing function to adopt effective marketing department in the
company effectively.
Formulation Marketing strategy
Marketing department has the role develop effective marketing plant to increase the sales
of the company. It is very essential for the company develop effective strategic plan by
identifying opportunities and threats of the market to gain higher market share effectively.
Cadbury need to establish effective marketing channel which helps to improve the quality of
products and services effectively. Marketing department of Cadbury has responsibility to
understand market plan and communicate within in the organization to determine available
financial resources to increase efficiency to invest in marketing activities.
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Market Research
Marketing department has the role to perform market analysis by adopting different
analytical tools like Pestle and Swot. This also helps marketing department of Cadbury
underst6and customers needs and wants and future trends to increase the potential of their
chocolate products to gain higher customer satisfaction effectively.
Product Development and Innovation
One of the major responsibility of marketing department is to increase information which
helps them to innovate and increase the potential of the exiting products in the market (Bell,
2017). Marketing department also help to increase the efficiency of the Cadbury by
understanding the quality of competitor's products and services to develop effective products
with lower prices to attract maximum customers effectively.
Developing effective Communication in market
Marketing department helps to increase the communication channel in the market by
various methods. Like digital promotion which helps to increase the reputation of the company
in the market effectively. Marketing department of Cadbury provides different types of strategies
to attract customers. Marketing department also develop effective awareness campaigns to
increase knowledge of customers effectively.
Increasing Brand value
The role of marketing department is to provide effective information about the products
to customers which helps to increase the brand value in the market to attract more investors
which helps to increase potential of company by providing required funding effectively
(Bharucha, 2016). This helps Cadbury company to increase its brand equity to gain higher
premiums from the customers effectively.
Customer satisfaction
Marketing function is based on the needs and wants of customers which help Cadbury to
develop products and services respectively to increase customer satisfaction effectively
(Visconti, Peñaloza and Toulouse, 2020). Marketing also helps to increase the potential of
company to position in market to target customer according to specific customer segments and
increase their satisfaction level effectively.
Standardisation and Grading
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