Roles and Responsibilities of Marketing Function in Cadbury

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function ...................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context ........................................................................................................................................4
M1 Analyse the roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................5
M2 Analyse the significance of interrelationship between marketing and other functional units
of the organisation ......................................................................................................................6
D1 Critically analyse and evaluate the key elements of marketing function and how they
interrelate with other functional units of the organisation ........................................................7
TASK 2............................................................................................................................................7
P3 Comparison of Marketing mix of Cad-bury and Kinder.......................................................7
TASK 3 .........................................................................................................................................11
P4 Marketing plan of Cadbury .................................................................................................11
M3 Different tactics applied by Cadbury to achieve business objectives.................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is defined as the management and study of exchange of relationships.
Marketing is the business process of creating and developing relationships with customers by
providing them good products and services (Akbar, and et. al., 2017). This is defined as the
activities that are done in an organisation for promoting selling and buying of different products
and services. The professionals of marketing who are working in the organisation have the
responsibility to promote the buying and selling of product. Marketing consists of selling,
advertising, delivering and promoting the products and services to the customers. Marketing can
be explained as a discipline that includes various actions which an organisation has to perform
for maintaining good relations with a customer. The main objective of a marketing department is
to match products and services of the company who are in need of these products. The marketing
department of a company is linked with other different departments so that company can work
effectively in promoting products and services of the company. This report will help in
understanding the concept of marketing and the company which is used for analysing the
marketing concept is Cadbury. This is a British multinational confectionery company that is
owned by Mondelez International since the year 2010. This is the second largest confectionery
brand of the world. The headquarters of this company are located in Uxbridge, London. This
company operates in around more than 50 countries. This report consists of key roles and
responsibilities of the marketing department and how marketing functions help an organisation to
build customer relationship. This includes different ways by which various organisations apply
the marketing mix to the marketing planning process and attain the goals and objectives of the
company. At last this report includes a marketing plan for Cadbury which will include launch of
a new product of this company in market.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
The marketing function is defined as the role of an organisation that helps in identifying
and sourcing successful products and services for the company. This helps a company in
promoting their product and services in an effective manner (Armstrong, and et. al., 2015). The
various functions of marketing are market research, product plan, development process, sales,
promotion, customer service, finance, etc. The marketing function consists of different roles of

business organisation. Al the functions and operations of a marketing department are responsible
for growth and development of the company. The key roles and responsibilities of marketing
function in Cadbury are market research, product development, distribution, planning, selling,
promotion, communication, etc. The roles and responsibilities of Cadbury marketing department
are listed below -
Roles of marketing
Defining and managing the brand – Cadbury is a well known brand around the world.
The marketing managers of Cadbury have worked hard for promoting and making products of
Cadbury famous across the world. Defining and managing a brand name is an essential part of
the company and this includes defining what is the brand about and how product will help an
individual. Cadbury is a chocolate company and thus it focuses more on cravings and need of
children, youngsters and adults for chocolate and chocolate products.
Conducting campaign management for marketing initiatives – The marketing
department of a company is involved in promoting and advertising various products and services
of the company (Baker, and Magnini, 2016). Several campaigns are performed by Cadbury for
promoting its chocolates effectively. The marketing department of Cadbury identifies the
products and services for focusing on various aspects like sales cycle and producing materials
and communication.
Producing marketing and promotional materials – The marketing department of
Cadbury should create materials which will help in explaining and promoting core products and
sources. The marketing managers of Cadbury are kept up to date for knowing the products and
services needed by customers.
Creating content that provides search engine optimization for website – A website is
defined as the first place nowadays on which people get information about the product or service.
Thus, it is important for the marketing department to update information about the product on
website to attract more number of customers (Campbell, Martin, and Fabos, 2018) Cadbury uses
attractive colours and funny animations for making it's company's website attractive. The
marketing department of Cadbury is responsible for keeping current content on web.
Monitoring and managing social media – The marketing department must contribute in
managing and maintaining the social media related to company. This also manages social media
accounts and keep on updating the latest news about new product of Cadbury.

Producing internal communications – The employees and workers of the company must
understand value, goals and priorities of the organisation (Cavusgil, and et. al., 2014). The
marketing department of Cadbury is responsible for communicating with employees and telling
them about the actual needs of customers.
Serving as media Liaison- The marketing managers of Cadbury are generally termed as
spokesperson of the company. These people guides executives fro how to respond if there are
any queries of customers.
Conducting customer and market research - It is essential for marketing managers to
conduct a research in market before launching a new product in market. An effective research is
helpful for defining the target market and opportunities of product in market. This alos helps in
understanding how product of the company is perceived.
Overseeing outside vendors and agencies – The marketing managers of Cadbury are
responsible for managing and selecting agencies and vendors that produce marketing materials
and provide marketing support (Cohen, 2005). This consists of print vendors, web providers,
agencies and specialists, etc.
Responsibilities of marketing
There are several responsibilities of a marketing function in an organisation. The various
responsibilities of marketing department are increasing sales and revenue of the company,
increasing growth and development of the company and increasing market share of the
organisation. In context of Cadbury, the responsibilities of marketing function are listed below -
Making an effective marketing strategy - The marketing department of the company
ensures that good strategies are made in the company for promoting and advertising product in
an effective manner. The marketing managers work towards achieving the goals and objectives
of the company by selling and promoting products to potential customers. The marketing
department of company makes several strategies for entering into the new sector, opening an
effective channel of distribution and reaching a wider geographical market area.
Fixing price of product – The marketing manager of Cadbury is responsible for setting
price of the product offered by the organisation. Price is defined as the monetary value of a think
or product. The marketing managers of Cadbury set affordable price to products so that every
individual will be able to eat chocolates offered by Cadbury. Various pricing strategies are
offered to products of Cadbury. In the present scenario, the marketing managers of Cadbury are

thinking of increasing the sales of company so they keep price of their chocolates slightly lower
than their competitors. This helps Cadbury to increase the market share of the company.
Market research – This is an essential responsibility of marketing department. An
effective market research is required in the company for increasing sales of the company (Dioko,
2016). Research is helpful for Cadbury to identify opportunities n market and analyse the needs
and demands of customers. There are several competitors of Cadbury in market thus it is
important for this company to do a perfect market research for increasing the customer base. The
research by finance department of Cadbury is helpful in making effective decisions for budget
of strategy and plan of the company.
Sales of the product – Another function of marketing department is creating and
developing products and services of the company according to the needs and demands of
customers. A company requires effective marketing strategy for developing a good image of
brand in market. This also helps in increasing the awareness of needs of customers in market.
The customers of Cadbury are attracted by using different promotional tools like offers,
discounts, personal selling, etc. Cadbury focuses on availability of stock of products with
suppliers and retailers (Duffett, 2017). This is done so that customers do not switch to other
chocolate brands.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
The roles and responsibilities of marketing are essential in order to achieve organisational
goals and objectives. If the marketing function of a company is working effectively then, there
are no problems for a company to enhance it's market share. The roles and responsibilities of
marketing are important in any organisation. Marketing is an important function that is used for
managing ans handling the operations related to advertising of promoting the products of the
company in an effective manner. The main objective of Cadbury is to provide quality products
to customers which will help in increasing sales of the company. The interrelationship between
of various departments of cadbury with marketing department are given below -
Marketing and Production Department: Marketing department of Cadbury gathers
data and information about needs and demands of customers so that it will circulate this
information to production department. The production department is instructed to make products
according to the needs of customers.