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Report on Roles and Responsibilities of Marketing Function
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Added on 2020-06-03
Report on Roles and Responsibilities of Marketing Function
Added on 2020-06-03
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MARKETING ESSENTIALS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Key roles and responsibilities of marketing function of Cadbury....................................1P2 Impact of roles and responsibilities of marketing function on Cadbury...........................4TASK 2............................................................................................................................................6P3 Different marketing mix applied to marketing planning of Cadbury................................6TASK 3..........................................................................................................................................11P4 Marketing plan of Cadbury.............................................................................................11CONCLUSION:.............................................................................................................................16REFERENCES..............................................................................................................................18
INTRODUCTIONMarketing essentials generally assists the firm in order to generate brand awarenesswhich will be covered in this report. These are required for the business in order to managecustomer relationship and customer’s needs. The report will cover the key roles andresponsibilities of marketing function in order to provide a wider context to the firm effectively.Moreover, the different ways in which the marketing mix is applied to the marketing planning inorder to achieve the desired goals and objectives will be covered in this report. Developingunderstandings regarding the customer requirements and demands to make effective CustomerRelationship Management (CRM) will be discussed in the report. Cadbury being a multinational British organisation is a confectionery firm founded in1824 by John Cadbury. It is world's second largest industry manufacturing chocolates and otherproducts employing around 70,000 employees. Cadbury has its head office in London, UK. Thecompany being a confectionery unit requires a variety of marketing mix products and services soas to grow with the coming years.TASK 1P1 Key roles and responsibilities of marketing function of Cadbury.Marketing is an essential activity which converts raw materials into finished products anddelivers goods of manufacturers to end consumers. Thus, marketing refers to as an activity ofdistribution of goods and services (Hauser and Shugan, 2008). Various marketing functionsneeds to be considered by Cadbury for dispatching its products to customers. These marketingfunctions are customer services, marketing research, advertisement and promotion, developmentof production process and lastly, sales. Cadbury being the largest confectionery industry havinghuge sales turnover in 2016 which generated revenue of $3 billion.Role of Marketing Function for Cadbury.Various roles adopted by Cadbury and its managers focuses on creating value for theorganisation by promoting the brand. The marketing department personnel helps the company inpromoting its brand image through various sources such as print media, radio, newspapers,magazines etc. so as to create an image in the minds of the consumers that builds a strongerbrand (Armstrong and et.al., 2015). Moreover, the role of marketing department is to preparestrategy so that products of Cadbury can be easily sold. Thus, senior member of marketingdepartment takes responsibility to formulate strategy. The line managers are responsible for1
promoting and creating valuable image of brand by providing quality services and products tothe end consumers. Thereby, they are responsible for managing the brand image (Armelini andVillanueva, 2011). Cadbury Company's marketing department is benefited by setting strategies such as todevelop product's demand in a particular sector or area, it is required that careful analysis of thearea is done and marketing objectives may be attained. Next role of marketing department is toconduct market research in that particular selected area where demand is required to be fulfilledin accordance to needs and preferences of customers in the best possible way (Armstrong andet.al., 2015). It is responsible to design product which help to attain needs of customers inaccordance to the marketing research results arrived at. Product is developed in accordance to thepreferences of customers and as such, improvement is done in existing products, if there are anyshortcomings. This help to design new products with no flaws in it to accomplish consumersatisfaction in effective way (Peter and Donnelly, 2011). Moreover, marketing research isessential to analyse presence of competitors which can outreach it and as such, it is required toanalyse strengths and weaknesses in effective way. Another role of marketing department at Cadbury is to create promotional campaigns andadvertisement in such a way that enhances brand image thereby generating revenue for thecompany as sales would increase. Responsibilities of marketing function of Cadbury.The marketing functions of Cadbury takes into account various responsibilities byintegrating with other departments so as to carry out activities competitively. In this context, themarketing manager is responsible for carrying out processes related to planning and execution soas to enhance productivity. Marketing function is helpful to analyse demands of potentialconsumers and then preparing those products to sell them by initiating promotion in effectiveway. The basic marketing functions includes gathering information, market planning, designingof products, standardisation stage, labelling and packaging, branding, promotion and customersupport services. These functions are quite important so that company may achieve objectiveswith much ease. In addition, these functions are carried out by the marketing department who ispurely responsible for it (Jain and Haley, 2009). 2
Cadbury's marketing function refers to carrying out various researches which will showcompany the right path to move in a particular direction. Advertising, sales promotion andmodern promotional tool such as internet plays crucial role in adequate promotion of company'scommodities (Luan and Sudhir, 2010). Moreover, to promote products, Cadbury needs financeso that it may be able to promote products. The promotion will enhance brand image and in turnwill increase its sales thereby generating profit. This confectionery industry is using marketingfunctions by incorporating several tools of promotions and new techniques of production. Thetop management is responsible for carrying out directions for line managers who are thenresponsible for guiding the workers so as to produce efficiently (Hauser and Shugan, 2008).Moreover, it is the responsibility of marketing department that labelling should also beprovided in an attractive way so that nutritional facts may be underlined for customers. After aproduct is fully prepared to sell to customers, it is required that promotional tactics should beimplemented which is the key role of marketing so that adequate promotions may be done to3Illustration 1: Various functions of Marketing(Source: Cadbury Fact Sheet, 2018)
achieve marketing goals in an effective manner. This is important to achieve marketing tactics topromote products in the best possible way. P2 Impact of roles and responsibilities of marketing function on Cadbury. Marketing environment consists of various competitors and substitutes in the market.The impact of various strategies and decisions of marketing department on Cadbury'sperformance needs to be evaluated so as to achieve competitive advantage. The organisationneed to focus on the better performance in the production as to meet challenges by thecompetitors of the organisation. Promotion of the products should contain the legal evidence andthe marking of the various copyrights, trademarks must imply as to prevent the duplicates madesame as the company's products (Peter and Donnelly, 2011). Through marketing functions any business organization can achieve success and growth.Cadbury marketing department work towards enhancing its revenue through increase in sales. Ithelps to maintain cordial relations among different departments and as such motivates them toperform better so as to fulfil one common goal. The marketing department focuses on devisinggood strategies for the company as competitive marketing strategy will help Cadbury to positionits product in the market exclusively which will impact its sales and hence its revenue willincrease (Armstrong and et.al., 2015). The marketing is termed as a systematic process whichinvolves analysing, researching, deciding and implementing strategies so as to achievecompetitive advantage by the firm. The marketing manager is responsible for carrying out various researches and analysis forthe company as Cadbury is facing a competitive environment being a monopolistic firm whereentry and exit have less barriers. The manager is responsible for developing strategic plans forthe organization by collaborating with other departments such as finance, sales, human resourceetc. so as to design plans without deviations. The finance department is responsible for preparingof various financial activities and budgets for other department and as such marketing needs tointegrate with finance personnel so as to distribute various expenses in a proper manner (Jain andHaley, 2009). The roles and responsibilities of marketing functions on strategic areas of Cadburyare:Marketing information system:The MIS plays a vital role by providing various information’s necessary to carry outbusiness operations. Cadbury requires fast production and quick delivery of products to various4
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