Marketing Essentials and Advances: A Comprehensive Review

This assignment provides a comprehensive review of marketing essentials and advances, covering various topics such as marketing research, internet marketing, social media marketing, and more. It includes a list of references from academic journals and books, as well as online resources like websites and blogs. The assignment also includes illustrations related to marketing planning process, marketing mix, and functions of marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing functions and its various roles and responsibilities ........................................1
P2 Roles and responsibilities of marketing in CADBURY in a wider context .....................4
TASK 2............................................................................................................................................6
P3 Usage of marketing mix in marketing planning process...................................................6
TASK 3..........................................................................................................................................11
P4 Marketing plan of CADBURY.......................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing can be defined as a process in which goods are brought and sold so as to
satisfy the needs and wants of the customer. It is a exchange process basically which is highly
used for promoting the product in the market and increasing the sales as well. It is one of the
very important processes amongst all present in the company. There are various activities that
take place in the marketing system like designing , communicating and exchanging the product
in the marketplace (Asaduzzaman, Hossain and Rahman, 2014) . If marketing department will
not be present in the company then no organisation will be able to gain success in the market or
understand the needs and wants of the consumer. The organisation referred here is CADBURY.
It is one of the biggest confectionery brand present in Britain. It is the supplier of various
products like Dairy milk chocolates , Creamy eggs, rose selection boxes etc. In this report,
discussion will be regarding concept of marketing and its role inside the organisation. Along
with this, its interrelationship with other departments, importance of marketing mix and a
marketing plan is also discussed.
TASK 1
P1 Marketing functions and its various roles and responsibilities
Marketing refers to the process of fulfilling consumer demand by offering them product
or services according to their choices & needs. The umbrella of marketing compromises of sales,
public relation, advertising and promotion. In the modern era, where the choices of buyers are
rapidly changing, becomes important for companies to produce product or services according to
their demand (Papasolomou and Melanthiou, 2012) . Marketing creates value for the product that
firm manufactures for its target audience. The main objective of marketing is to earn profit for
the entity by meeting potential buyer requirement in an effective way. In order to attain their
short & long term goal in a constructive way CADBURY opted different responsibilities and
roles related with marketing function which are described below:
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(Source: Marketing Function, 2017)
Marketing Information System (MIS): The main responsibility of every company is
investigate current needs and wants of their target audience. Organization can take the help of
MIS which gathers all relevant information related to client's likes or dislikes. This enable the
firm to make better decision related with manufacturing of product or services. After collecting
the information, it distribute it to the company which help in making systematic decision
regarding the product development, promotion, media etc. It mainly emphasize on collecting
right decision and proving them at right time to right people (Peck and Hall, 2013). For instance,
CADBURY uses this system to capture all relevant information related to the consumer
preferences, so that they can modify their product accordingly.
Marketing Planning: In order to accomplish long term goals in an effectual way,
CADBURY needs to prepare effective marketing plan. For example: When CADBURY initially
launch its Nutties, they were unable to hold large market share as people normally consume them
in bigger boxes rather in small one in which they are offering. But with the span of time, they
realise that people are preferring more almond and cashew nutties so they start producing as per
the taste of consumer which results in increasing their market share by 10%.
Financing: It is considered as the most important function as it determine various
sources through which company arranges its funding. CADBURY manage their day to day
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Illustration 1: Functions of Marketing

operation or working capital through various sources such as debt, shareholder, angle investor or
bank etc. CADBURY requires to first look into different options and then select the best one.
Promotion: Promotion means advertising or introducing particular product or market on
vast level in the market place. By promotion, company stimulates the interest of the target
audience and make them to buy the product. Organisation can use various promotional channels
in terms of print media, digital media, social networking sites, advertisement etc. Such
techniques are considered as the voice of company because it delivers or communicate brand
message to the massive potential buyers in a clear way. CADBURY is using almost all
promotional tool which gives them the competitive advantage over its rivals as none of their
competitors uses all kind of promotional techniques. They have started their journey with
television advertisement, the referred firm even endorse their product through famous celebrities
such as Louis Walsh. With the modern era, they also uses social media platform in order to
advertise their product. Such as they have created their own Instagram and Facebook page where
they keep on updating videos & reviews of consumer.
Selling: Both marketing and selling is interlinked with each other. Organization earns
revenue by providing their product or services to those who actually desire (Rossi, Allenby and
McCulloch, 2012). This means that they provides goods to those who knows their value. Selling
act as an intermediary between through which CADBURY can reach its target audience in a
better way. Once the referred company is done with investigating different choices of target
audience, they are require to deliver the product at right time and right place within a given time
frame work.
Research and development: It is one of the main and important function of marketing
which is beneficial for the business success and development. In order to introduce their product
and services, company can conduct research in an effective manner (Shukla, 2015). In this
business enterprise properly understand about its customers needs and demands. It is also vital
part of the company growth because it provide entire information regarding market trends and
clients taste or preferences. So it is necessary for achievement of long term and desire objectives
of firm. During the investigation, an organisation can easily identify their buyers lifestyle, target
group and business position in marketplace.
Distribution: After making the product, it become necessary for the company to deliver
it to its ultimate consumer. Thus, distribution deals with movement of final goods from one place
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to another so that it can ultimately reach to its user. In order to makes its distribution channel
effective and efficient, they have to undertake that following four department such as
transportation, warehousing, order processing and inventory management are work in
coordination. CADBURY is saving their time and place utility by delivering its product in the
market place at right time which gives them the benefit of higher competitiveness level over
their rivals.
Marketing planning process can be defined as a process in which the marketing team
plans and organises various marketing activities which will be performed by staff in long run so
as to achieve goals and objectives of company (Khan and Adil, 2013). It is a very important
process that needs to be conducted in every company. It is designed by the marketing manager
itself. It looks like:-
Illustration 2: Marketing planning process
Source:- Marketing planning process, 2017
Above mentioned are the different roles and responsibilities of marketing function which
aid in achieving CADBURY's overall objective & target in an effectual manner.
P2 Roles and responsibilities of marketing in CADBURY in a wider context
There are various types of marketing activities that are conducted in a marketing
department so that they can identify the needs and wants of the customers. It is not easy to
understand the needs and it requires good skill and knowledge. So, a marketing manager is
appointed by the company who looks after all these activities (Solutions, 2011). There are
various types of roles and responsibilities that are performed by people of marketing department
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in order to look after the company and its functioning effectively. Through this , the productivity
and profitability of company increases and they achieve success in market as well.
There are various other departments also that are functioning in a company which is
equally efficient like marketing. The marketing manager is only given the responsibility to look
after all these department and understand them as well so that they can assign authorities and
responsibilities accordingly so that a good and effective organisation al structure is prepared in a
company. The different roles and responsibilities of marketing in CADBURY are :-
 Human-resource-management and Marketing – Human resource department is one of
the most important department which is running in every company. It is performing
various functions that help in smooth functioning of company. In this, they recruit
various people who later on performs all the work of the company (Black, 2013). It is
connected with marketing department in various manner like it is the duty of HR
department to recruit effective marketing manager and other employees so that they can
do good planning for the company. They are required to check that employees are skilled
and knowledgable so that they can achieve all the objectives allotted to them . In
CADBURY, the HR manager has the responsibility to appoint a workforce who will
perform all the activities effectively and for this they are given good training by the
experts of company.
 Finance and Marketing – This is considered as one of the crucial departments of the
company as they are the ones who keep record of the details regarding the finance used
by the company at various places. They are responsible to handle the monetary matters of
the company and it is a very important task as little mistake can cause much loss to
company. The finance manager of company is given the responsibility to handle all these
activities . This department is also connected with marketing in many ways . For ex.
Marketing department organises various events and programs and for this they need to
prepare budgets so that the work is done effectively. In making budgets, Finance
department is helping them. They allocate money for every event very carefully so that
there is no wastage of resources. In CADBURY also, the finance department helps the
marketing department when they organise various promotional events in order to promote
their new product.
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 Research & development and Marketing – If a company wants to grow in market then
they will have to come up with various new inventions so that they make a place in the
minds of the customer. This important activity is performed by Research and
development in every company (Chamorro-Mera, Miranda and Rubio, 2014). It is also
related with marketing department because it is marketing department only who tells the
company that what are the needs and desires of the customers in the market and how can
they satisfy them. After analysing the desires, the R&D Department is given the
responsibility to make a product similar to the desires of customers. Either they can
innovate their old products or invent new products. After this again , marketing
department helps them in promoting these products in market . In CADBURY, research-
and-development department tries to bring in changes in their products time to time so
that customers does not get bored of their old products .
 Customer service & Marketing – This department is not directly connected with the
functioning of the companies . It is that department which looks after the customers after
the product is sold to them (Ionitã, 2012). It is also a very essential department in every
company because it handles the queries of customers and take their reviews as well so
that they come back for purchasing again. These are also called as the after sale services.
If customers will not be handled properly there are chances that they shift to some other
brand. In the modern scenario, where need and demands of consumer is changing so
rapidly, Cadbury is required to modify their product as per the buyers requirement which
further help them to gain competitive advantage over their rivals. Thus , marketing helps
them in knowing the issues of customers by doing various surveys . After knowing this,
customer service department solves the issues and make customers happy.
 Production and Marketing – Production department performs the function of producing
the goods for company. It is also having a strong connection with the marketing
department because in this , the marketing team helps them by collecting the information
from the market like what kind of products and services are being liked by the customers
and what more effective can they produce in order to attract the consumers. After
receiving such information, production department can produce various products and
services of high quality. In CADBURY also, both the production manager and marketing
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manager has to perform all their activities in an effective manner so that they can
contribute in achieving goals and objectives of company.
 Sales and Marketing – Sales department is also one of the significant department as they
only sale the goods and services to the customers in market. By doing effective sales, the
company makes a good relationship with the customers and thus marketing department
takes this relationship further by involving the customers in various types of activities so
that they gets attached with the company (Jacobs, MacRae and Sladyk, 2017) .
Marketing team also helps them by providing goods and services as per the demands
available in market. In CADBURY, sales team perform the work of selling their products
to the customers by applying various strategies so as to attract them to buy the goods
produced.
TASK 2
P3 Usage of marketing mix in marketing planning process
A marketing mix is also a significant part of the marketing plan . The elements that are
included in this helps the functioning of company more effectively. Through this concept, it is
ensured that the person is delivered the right product at right time and to right customer as well
(Kwon and et. al., 2017). Normally, they have Four parameters namely; product, price, place,
promotion. But with the frequent changes in business. It has been extended into 7p's. In
CADBURY, they are also making use of 7P's so as to achieve success in the market.
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(Source: 7P's of Marketing Mix, 2017)
Since it is a very famous company therefore it is compared with various other companies
in various forms like its market share, income, sales etc. so, the company needs to conduct a
market mix through which they will be able to know that where they are standing currently in the
market. CADBURY is also having so many competitors in the market like Mars, hershey's ,
Nestle etc. Currently they are facing much competition from Nestle as they are producing goods
and services similar to CADBURY and they are equally loved by the customers.
The comparison of marketing mix of CADBURY and Nestle is as follows:-
Basis Meaning CADBURY Nestle
Product A product cab be
defined as a tangible
object that is being
offered to the
customers by
It is producing
products in various
types and ranges.
Their product market
is quiet large and they
It is also very much
successful in markets
all over. They are
giving tough
competition to
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Illustration 3: Marketing Mix

company. It is
provided so as to
satisfy the needs and
wants of the
customers. It is very
important for the
companies to produce
right product for the
customers so that they
are accepted in the
market. Every
company needs to do
deep research before
making the product.
Also, before the
product reaches its
maturity stage it needs
to redesigned or
reinvented .
even supply goods and
services according to
season like Diwali,
Christmas etc. its
famous products are
like Dairy Milk, 5 star,
Perk, Temptation etc.
CADBURY in terms
of taste of products.
Some of their products
are Kitkat, Munch,
polo, milky bar etc.
Price It is also one of the
important element that
is covered in the
marketing mix of
company. Through
this only, company is
able to make profits
and growth in market.
Pricing of products is
adjusted as per the
demands of products
in market. It also helps
Some products of
CADBURY are
having reasonable
prices but some are
having very high
prices. They are
making use of market
penetration pricing
strategy so as to make
place in the market.
Their product's prices
are also reasonable as
compared to
CADBURY, they
cannot put high prices
of their products as
they realise that they
are having much
competition in market.
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in making a brand
image in minds of
consumer.
Place It is very important for
all companies to place
their products in
correct market so that
they can be sold
without facing any
difficulty. It is not
easy to find a correct
place as the company
has to do lot of
research before
choosing a market. It
is decided under the
distribution strategy
prepared by the
manager.
CADBURY is having
a good market share in
market thus their
products are available
easily at all over the
world. Like anyone
can easily spot dairy
milk chocolates at any
store in various cities.
Nestle is also having a
good market share but
their availability in the
market sometimes is
less. People love its
milky bar product but
cannot spot it in every
store located at various
places.
Promotion It is also one of the
effective element of
marketing mix as it is
very helpful in making
brand recognition in
market. There are
various activities that
are conducted in this
like advertising, sales
promotion. It is very
effective in fixing the
Since CADBURY is
already having a
strong place in market
thus they does not
need to so any type of
advertisement.
Same is the case with
Nestle as they are also
not making use of any
promotional method to
promote their products
in market.
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brand in the minds of
the customer.
People It is an essential factor
that needs to be
considered by every
company because if
human resources will
not be available in
target market then the
company will face
problems in selling
their products. Here,
the marketing team
also do interaction
with customers and
convince them to buy
the product.
CADBURY is loved
by people of all age
groups thus they are
not having a specific
target market but still
they are having a good
connection each target
market customers.
In Nestle also, people
are the most resource
they need. Apart from
their chocolate
segment , they are
having a good
communication with
its customers. But still
they are having less
response from people
then CADBURY.
Process It is way which is
decided by the
managers in which the
products will perform
in the market. After
following this, it is
ensured that products
and services are
delivered to its
respective owners
effectively.
The process of
reaching the customers
is very simple and
straight and that is
why they are preferred
more.
The way Nestle makes
its products available
to its customers is
similar to CADBURY
only but the difference
comes only where
they did not reach the
customers.
Physical Evidence A company's physical
evidence means its
CADBURY does not
make use of any type
Nestle's name is
enough to make the
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logo or any other
identification mark
with which it is
recognised in the
market. It is a very
important for every
company to have a
physical evidence
because otherwise fake
companies can
overtake them.
of physical evidence in
order to attract the
customers.
products sell in the
market. They are
having a relatively less
physical evidence as
compared to
CADBURY.
So, from the above comparison, it is clear that CADBURY is having all such qualities
that are required to be present in a company to make it successful in market. They are making
use of so many marketing strategies so that they can achieve their respective goals.
TASK 3
P4 Marketing plan of CADBURY
A marketing plan can be defined as a process in which the marketing manager makes an
effective plan in which various factors like strategies , objectives, visions, budgets of the
company is included (Lin, Li and Wang, 2015). It is basically in written form and also specifies
that which activity will be performed by which person and how much time will they take to
complete it. The marketing plan for CADBURY is as follows :-
Introduction to company – CADBURY is one of the top confectionery brand in market and they
are serving in more than 200 countries. They generally make a marketing plan to launch its new
products in the market. It is a very effective step as through this they will be able to make a new
place in market.
Mission and vision of CADBURY – Its vision is :- “Woking together to create a brand people
love”.
Its mission is :- “CADBURY means quality; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure that our promise is delivered” .
Objectives of CADBURY – Its objectives are as follows :-
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 To become the best company in the world,
 To make lots of chocolates
 To improve quality of their chocolates
 Expansion of their brand To increase their revenue by 20%.
Situational analysis – It is an essential step that is required to be taken by every company.
Through this, they are able to understand the internal as well as external situation prevailing in
the company (Natarajan and et. al., 2013). So, a Swot analysis will be conducted on company so
as to understand its internal situation :-
STRENGTH WEAKNESSES
 Company is maintaining a stable
growth in market.
 They are having a reputation of top
most chocolate provider.
 It does pricing according to the country
they are working in .
 Customers are having a positive
perception about the brand.
 They are also having a strong
marketing and distribution channel.
 They are not having good penetration in
rural market.
 They are having lots of substitutes in
Rural market.
 Its products if consumed in excess can
suffer from various diabetes,
cholesterol etc.
OPPORTUNITIES THREATS
 It is highly preferred by customers in
festive occasions like Rakhi, Diwali,
Christmas.
 Lots of new inventions in chocolates
are happening , so, they are having an
opportunity to make more new
products.
 They can also come up with various
new chocolates that are sugar free in
 Distribution cost of a company is also
high due to increase in cost of fuel and
transportation.
 Changes in consumer's buying trends is
a threat so company should always do
research.
 They need more valuable resources in
order to enhance their performance at
market place.
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nature.
Marketing Budget-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 13000 14000 22000 19000
Investment 20000 11500 16000 14200
Total 50000 33000 25500 38000 33200
Marketing
expenditures
Advertisement 8600 7700 7200 7000 6800
Sales promotion 3000 4000 3500 3000 7500
Direct marketing 8000 7000 3000 6000 3000
Total 19600 18700 13700 16000 17300
Available balance 30400 14300 11800 22000 15900
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Target Market – It is very important for the companies to have a target market as then only they
can sell their products without any difficulty to its customers. CADBURY is loved by everyone
therefore they are not focussing on a particular market segment. This is vital for firms in order to
achieve high profitability index.
Monitoring and Controlling – It is also one of the crucial step that needs to be conducted after
making a marketing plan because through this, they will be able to evaluate that whether the plan
they made was effective or not (Ogunmokun and Tang, 2012). Also, the drawbacks which will
be identified will also be controlled so that the customer does not face any problem further.
CONCLUSION
As per the above mentioned report it can concluded that, marketing plays an important
role in earning profit for the firm and satisfying customer requirement at vast level. The heart of
every company lies in its marketing process, thus all companies are require to first analyse the
latest trend of buyers needs so that they can make their product according to that. Different roles
and responsibilities related to marketing function help the organization to achieve their both long
and short term objective in a systematic way. The elements of marketing mix helps in
determining right marketing strategy for the particular product which results in impacting the
targeting and positioning decision. And lastly basic marketing plan helps the company in
identifying their target market and gives them a reason to differentiate themselves with their
competitors.
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Online
SWOT analysis of Cadbury. 2017. [Online]. Available
through :<https://www.marketing91.com/swot-analysis-of-cadbury/>.
Marketing mix.2016.[Online].Available through:<https://www.marketing91.com/marketing-mix-
of-CADBURY/ >.
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