Roles and responsibilities of marketing in CADBURY

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