Roles and Responsibilities of Marketing Function in Cadbury

This report provides an effective explanation on marketing activities of Cadbury. Cadbury is a multinational company which provide sweet products in the world. Report discusses roles and responsibilities of marketing function which helps company to increase its productivity in market.

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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Marketing department of Cadbury has the role to provide consistency in product quality
to increase brand value effectively. It is also responsible for grading the quality of products by
setting different measuring techniques to use it as a marketing tool and increase sales of the
company. This helps the company to increase profit margins and achieve core competency
effectively.
Interrelationship between Marketing and other Functional Areas
Marketing department is very essential part of the company which help to increase the
brand value and attract more customer to increase the sales of the company. However, marketing
department is also interrelated with other functional departments of the company to increase the
potential of their activities effectively (Armstrong and et.al., 2018). Marketing function is very
essential in the organization n to develop effective working environment to increase internal
stability of the organization. Marketing is the source of gaining effective knowledge about all the
factors which help to understand all the market trends to increase efficiency of the company to
attain competitive advantage effectively. It is very essential for marketing to infer with all the
information with functional departments to make informative decisions to increase sales of
Cadbury effectively.
Marketing with Finance
Marketing department has responsibility to project marketing activities which help
finance department to understand the costing of those activities and allot required funds to
increase marketing efficiency to gain higher productivity in the market. Marketing department
has to analyse all the cost of activities and report them to finance department to formulate
effective budget. This helps marketing department to conduct financial planning and gain better
perspective. Marketing department also has to provide detailed information about all the
promotional activities of Cadbury to make finance department understand the importance to
invest in those activities and increase the efficiency of the company effectively. This will help
Cadbury to attract more customers with better customer engagement level effectively.
Marketing with Human Resource
There are many factors which help the company to increase the potential as human
resources department is also one of the factor which help marketing department to increase its
efficiency in market to achieve objectives of Cadbury effectively. Marketing department has to
provide information to human resource department for required skills and talents in the company
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to facilitate the marketing activities and increase the potential of strategies effectively. Human
resource department is responsible to recruit potential employees to organization by doing
market research and adopting effective selection approaches to appoint effective employees
according to marketing department to increase the efficiency of marketing activities by reducing
cost and increasing sales.
Marketing with Sales
Sales department has the role to deliver the products to customers with effective
distribution channel to increase the sales of products in market. There is very deep relationship
between marketing and sales (Sharland, 2019). Marketing department helps to increase the
customer perception by promotion and understanding customer's behavioural pattern to develop
effective products which suite the requirements of customers to increase their satisfaction.
Marketing department of Cadbury is connected with marketing department to know orders of
customer's and process them on time. This also increases the reputation of the company by
delivering the products in the market effectively.
Marketing with Operations
Marketing and operation is most important interrelation in Cadbury company as changes
in market environment is analysed by marketing department and it is information to production
department to innovate and increase the efficiency of the company by matching market trends
with current resources. Marketing department also improves the quality of products and design
grading and standards for Cadbury to increase consistency of products in every manufacturing
units in every location. This increases brand value to generate higher profit margins to achieve
competitive advantage effectively.
Disadvantages of Interrelations
However, there are many negative aspects of interrelationships of different functional
departments of company. This also impact the vision of company as every department is
dependent on each other (Arunachalam and Sharma, 2019). If any on department reduces its
efficiency or fails to fulfil its objectives it will impact the overall performance of company and
reduces productivity to attract more customers.
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Marketing Mix Strategic Planning
Marketing mix is the strategic action plan for a business which helps to increase the
potential of business by adopting effective marketing strategies. This strategic tool helps
businesses to understand all the factors which can increase the size of the company according to
available resources effectively. This also provides an effective understanding of all the resources.
All the factors which are present in the external and internal environment helps the business to
attract maximum customers and increase the potential of the company, the main aim of
organizations is to compete in the market to attract maximum customers and improve their brand
value in the market effectively. It Is very essential for the company to improve the decision-
making of all the factors which can impact growth opportunities of the business organization in
the market effectively.
Marketing Mix Cadbury Mars
Product Cadbury has focused on increasing its
product range by developing
maximum chocolates according tom
customers which can company to
increase customer retention attract
more customers to the brand products.
Company provides chocolates which
increases the efficiency of the
company to target customers and
increase its market share effectively.
Company also provides beverage
additive products like bournvita and
candies and mints according to
customers needs and wants.
Mars also has their main products
chocolates which helps to increase
their productivity in the market.
Company provides 29 different types
of chocolates and energy drinks.
Company also provides products for
pet to increase its product
diversification and reduce their
competition in the market. Company
also provide different product range to
target of different customer segment
and improves the growth opportunity
in the market effectively. Company
has also developed a research and
development team to preserve cocoa
flavours to increase future efficiency
in the market effectively.
Place Cadbury is very effective in Main advantage of the company is
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distribution of its products in the
market with effective direct channels
to increase profit margins effectively.
Company is very effective in
providing its products in all urban area
and due to high demand of chocolates
in those market effectively. The main
market of Cadbury is the metropolitan
city and it focuses distribution of its
products for, Bournville, England.
every product segment is scattered in
different location inn the world which
helps the company to attract customer
segments by effective market analysis.
Mars company also separated its
manufacturing units around the world
to reduce the cost of transportation
and increase profit margins
effectively. Company also uses
suppliers distribution channel which
helps to increase the productivity of
the company effectively.
Price Cadbury provides high quality of
products which also increases its
efficiency of products to increase its
perceived value which is also
combined with the brand value of
Cadbury. Oreo is the one of the most
demand product of the company due
to its effective quality, taste (Purvis,
2016). This help Cadbury to increase
its prices to gain higher profit margins
effectively. As the company also has
high range of products which helps to
increase its prices and still attract ore
customers to buy their products.
Mars has implemented
diversifications business strategy
which help them to focus on medium
priced products to attract more
customers and increase the potential
of the company effectively. Mars also
targets their customer segment in
upper and middle social class
customers which can increase the
potential of the company effectively.
Promotion The demand of sweets in the market is
never ending and by adopting
effective and catchy advertising it
helps Cadbury to increase the sales of
Mars has successfully increased the
market positioning by providing the
tag line of chocolates as “ a Mars a
day helps you work, rest and play”
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the company effectively. Company
has adopted single product promotion
and marketing strategies to attract all
the customers of that products. Digital
marketing also helps the company to
increase the potential to sale products
and reduce cost effectively.
(Pricilla, 2019). Company focuses
on increases and innovating its tag
lines to increase customer attraction
and make them believe in the brand
effectively.
Physical
Environment
Company uses the quality as their
physical evidence to increase its sales
and attract more customers
effectively. Cadbury records all the
feedbacks and experiences of
customers to develop effective
products to match their requirement
and increase their satisfaction.
Mars provides printed copy of their
bills to customers and increases the
mouth publicity to gain better market
share in the global market effectively.
People Company focuses on the efficiency of
their employees by providing them
reward and appreciation which also
help them to increase their motivation.
This is also very essential company
increase the performance of workforce
to determine growth of the company.
Mars innovates the work environment
to provide effective efficiency I the
company. Company provide intensive
training with the help of virtual
technology to develop effective skills
and knowledge of employees in
increasing overall performance of the
company.
Process Use of traditional process to deliver
the products and direct distribution
channel to gain better customer
feedbacks to gain higher profit
margins effectively (Perreault, 2018).
Mars has adopted effective technology
which helps to track all the movement
of products from one location to
another due to increase in its high
quality of supplier distribution
channel to increase speed to deliver
the products effectively.
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Marketing Plan
Executive Summary.
Increase in competition in market is impacting market share of Cadbury and therefore to
increase the market share company is launching new pet care products range which will helps
the company to compete with its competitors. Company is implementing diversification strategy
to gain better growth and profit margins effectively.
Objectives
 To increase sales of pet care product range of Cadbury by 15% by end of financial year
2021.
 To improve customer satisfaction by 50% in nine months.
 To increase profit margins of Cadbury by 20% by 2022.
PESTLE Analysis
Political Factors
There are many factors in the country which can be adopted by Cadbury to increase its potential
and improve the potential of the company effectively. Brexit can impact the efficiency of
company and reduce the market share due to change in policies and unstable government.
Economic Factors
Increase in the inflation rate, tax rates has Impacted the profit margins and decreased the quality
of new products (Henríquez, 2018). However, decease in unemployment rate can also benefit
Cadbury to increase the efficiency of the company to gain higher profit margins effectively.
Social Factors
Brexit has impacted the business opportunities of Cadbury as there is change in the customers
demand and trends. Decline in income level of customers has reduced the customer's lifestyle
and also reduced the opportunity to become more effective in achieving market share.
Technological Factors
The change ion technology can impact due to rapid change in the global market trends as it
impact the performance of technology and increases the cost of production of Cadbury. This
also impact the prices of products and decreases the potential to attract more customers in the
company.
Environmental Factors
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Due to increase in environmental concerns in global market it has increased the environmental
taxes in every industries this has impacted the import and export of products of Cadbury to
different parts of the world.
Legal Factors
It is also the part of political factors even though it is effectively divided according to specific
industries to increase the regulation of laws. Due to implementation of health and strategy act
Cadbury has increased its cost of producing its products due to increase in wastages.
SWOT Analysis
This analytical tool will help Cadbury to understand its strengths and weaknesses to increase the
potential in the market effectively.
Strengths
Cadbury has the potential to gain higher profits due to its strong brand value and size of the
company in the world. As the company its present in many countries it increases its global
presence and helps the company to launch new products to increase its success rates effectively.
Weaknesses
Company is also not having effective product range which also impacted the customer retention
in the market (Stanford, 2017). Company is ineffective in training and increasing the potential
of their employees to increase the efficiency of the company.
Opportunities
Company has the opportunities to increase the market in pet feeding sector (Haywood, 2019).
Cadbury also has the effective opportunities to increase sales in rural market to gain higher
profit margins. Company has to develop effective marketing strategies which increase the
awareness of customers effectively.
Threats
The increase in competition in the market has also impacted the market share of Cadbury
negatively. Competitors of Cadbury are more potential to attain technological innovation to
increase their customer base effectively.
Marketing Mix
Product- Pet food and pet related products.
Price- Mid ranged prices.
Place- company will use suppliers and pet shop owners to distribute new products in market.
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Promotion- Use of digital platform will increase the sales of company effectively.
Budget
The cost adopted in this marketing plan will be allotted by finance department of Cadbury and
analyse all the factors to understand cost of all the marketing activities of company effectively.
Monitoring and Evaluation
Cadbury will adopt effective benchmark strategies to increase the consistency of marketing plan
with the use of balanced score card which will help to increase the efficiency of marketing
strategies effectively.
CONCLUSION
This report concludes the brief overview of all the factors which helped business
organization to grow. Report helped to understand that it is very essential for business analysis
market factors to increase then efficiency to formulate effective marketing strategies to attract
more customers and gain higher profit margins effectively. Report discussed that it was very
essential for businesses to develop understanding about importance of marketing department and
interrelationships with the organization to increase the potential of business effectively. There
are many factors which had also impacted the quality of products and it was very essential for
Cadbury to design effective marketing plan to attract more customers and gain higher profit
margins to compete in market and attain core competency effectively.
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REFERENCES
Books and Journal
Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019). p.78.
Stanford, D., 2017. Destination Marketing Essentials, S. Pike, Routledge, Abingdon (2016). 344
pp.,(Pbk.).£ 36.99, ISBN: 9781138912908.
Henríquez, F.A.G., 2018. Destination marketing essentials. Turismo y Sociedad. 23. pp.279-282.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pricilla, D., 2019. The Marketing Essentials. Pdf.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Arunachalam, S. and Sharma, A., 2019. Marketing Analytics. In Essentials of Business
Analytics (pp. 623-658). Springer. Cham.
Sirajuddin, M.M. and Kumar, M.P.S., 2018. INNOVATIVE MARKETING STRATEGIES IN
RETAILING GIANTS: BIG BAZAR &D-MART. International Journal of Pure and
Applied Mathematics. 118(15). pp.151-156.
Sharland, A., 2019. Kraft's acquisition of Cadbury. Thunderbird International Business
Review. 61(2). pp.453-454.
Bharucha, J., 2016. Cadbury Vs Nestle: A Study of The Chocolate War. International Journal of
Research in Social Sciences. 6(9). pp.609-620.
Bell, J., 2017. 'Setting the joy free'with Cadbury UK: A CDA analysis of how persuasion is
communicated within Cadbury UK's social media discourse, according to Aristotle's'
persuasive proofs'.
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Visconti, L.M., Peñaloza, L. and Toulouse, N., 2020. Marketing Management: A Cultural
Perspective.
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