Roles and Interrelationship of Marketing Function - Cadbury
Verified
Added on  2023/01/18
|8
|1987
|69
AI Summary
This report discusses the key roles and responsibilities of the marketing function, as well as the interrelationship between the marketing unit and different departments of Cadbury. It also includes a comparison of the marketing mix of Cadbury and Nestle, and a marketing plan for Cadbury to expand its market share.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Marketing Essentials
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
INTRODUCTION Marketing is known as different set of various activitiesand these arehelpful in analyzing delivering of services and products and satisfyingneeds & wants of customers. The basic aim of marketingfunction is for promoting servicesand products in an appropriate manner and develop good relationship with customers. The following report includes functionalities of marketing function. It discusses about interrelation between Marketing department with other departments.Cadbury is taken for accomplishing this report and It is a British multinational company whose owner is mondelez international.Which company was started in Birmingham, England in the year 1824. in second part of this report includes marketing mix of two companies and a business plan for Cadbury to expand its market share. TASK 1 P1. Key roles and responsibilities of marketing function This part is done in presentation P2. Interrelationship of marketing unit with different department of organisations Presentation part TASK 2 P3. Comparison between the marketing mix of two organisations Marketing mix is known as set of different activities in task which are adopted by an organisation for the promotion of company. This is also helpful in enhancing the market share. Marketing mix is known as Foundation model and this is a marketing tool used by many big organisations for attaining their objectives within the target market. The main objective of marketing is about formulating Strategies and Advertising services and products in an effective manner to target potential market and customers. The market planning process suggest cutting StrategiesandtacticsthatcanbeimplementedforpromotingandAdvertisingproducts effectively. MarketingMix is used by various companies for retaining their customers. Mix
consists of seven component such as price, place, promotion, product, process , physical evidence and people. ComponentsCadburyNestle ProductCadburyisawell-knownbrandof beverages sector and it offers products to customers like biscuits, chocolate milk additivesetc. It offersvarious mostdeliciouschocolatessuchas Dairy milk, five star, Cadbury eclairs, Bourneville and Perk. TheBiscuits which Cadbury offers are Oreo and in milk additives it offers Bernita. Nestleisthebiggestcompetitorsof Cadbury. It is dealing with four product categories. They areBeverages, milk products,cookingproductsand chocolates. The beverage sector offers coffee under the brand name of Nescafe. TheMilk products of Nestle are Nestle slim, Nestle milk maid, etc. The cooking products it offers areMaggi noodles, pasta, sauce. The best selling sector is chocolatesofNestlethatincludes KitKat, Munch, Milky bar, polo etc. PriceCadbury offers it’s chocolates on the basisofcategoryofproducts.The price of chocolates like Bourneville is muchhigher than other chocolates likefivestarandPerk.These chocolates are sold at lower price. The dark chocolates are offered at higher price. Also, this brand is offering its product in varioussize so that it ca fulfildemandofeachandevery segment. Nestle product’s price depends on the quality of that product. Nescafe Coffee isofferedathigherpricethanother companiesofcoffee.ButNescafe providesverygoodqualitycoffeeso customers buy it whether it is offered at higher price than other competitors of coffee.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
PlaceCadburyofferitsproductin approximately more than 200 countries acrosstheworld.Thiscompanyis knownforit’seffectivedistribution channel. Its products are available to both urban as well as rural areas. Nestle generates most of it’s revenue by offering products in European countries. The products of Nestle are transferred from factories to warehouses and these are stored at this place. The products are send to retailers from these warehouses. Thehighestdemandingproductsof Nestle are Maggie and Nescafe. This companyfacesmajorcompetitionin chocolate sector. PromotionCadburyusesvastrangeof promotional tools in order to advertise and promote it’s products and services. SomeofthetoolsusedareTV commercials,online,radio,posters, newspapersetc.Thiscompanyuses tag-linesforproductsthathelpsin attracting a lot of customers. Nestleadoptsvariousmethodsand sources for promoting products such as billboards,newspapers,TV commercials,postersetc.Moreover, Nestleisusinguniquemethodof promotingit’sproductswhichisthis organisation promotes it’s products in market with a particular tone. This helps in increasing brand recognition. ProcessAfter production of goods in bulk at factory the products of Cadburyare transferredtowholesalers.Atthis place,productsarestoredinbulk. These products in bulk are break down according to demands and needs of customers. After this, they are send to retailers and these arethen purchased by the customers. Nestle adopt customer oriented services andinthistheyprovideaftersale services. In this, customers can easily communicatewithcustomer-care employeesforsharingtheirproblems and issues related to product. PeopleCadburyofferstrainingtoit’sNestle recruits skilled employees. New
employees. Factory workers are given trainingtoimprovetheirwork efficiency.Themanagersaregiven training for leadership qualities. This helpcompanyinmanufacturing quality products to customers. employees as well as existing employees are provided continuous training. These employees have to manage andhandle queries so that they are able to provide good customer services. Physical evidence Cadbury'sproductsareavailableat retailerstores.Companiesarepaid extraamountfordisplayingtheir products in front of the store. These are put on stores according to their size.Also,differentpostersof Cadbury products are seen on highway hoardings,cafes,shops,etc.This attracts attention of lot of customers for buying chocolates. Nestle is establishing cafes at different places.Thisismorefocusedtoward creating good and attractive ambience. Cafes of Nestle are well managed and they have proper seating arrangements, vendingmachines.Thereislogoon wallanduniformsareprovidedto workers. This helps in creating better place for customers. TASK 3 P4. Marketing plan of Cadbury A marketing plan is known as comprehensive document which will include thoughts of Marketing department that are going to be performed within the organisation in upcoming year. Marketing plan has to be made for predicting and estimating whether the new product launched by the company is going to make profits or not. this helps in depicting about the actions that are to be taken in by the organisation for implementing in strong and effective strategy of marketing. The steps involved in marketing plan are given below-
Company overview: -It is a British organisationwhich is headquartered in Bridge, West London.This offers different products like chocolate candy, biscuits, milk additives etc. This company operates in more than 200 countries across the globe. Vision & mission: -The vision of Cadbury is to work in such a manner that it is able to make a very good brand.The mision of Cadbury is to offer products tempting as well as exquisite taste of chocolates to customers. Objective: -TheObjective of Cadbury is to expand the product category for launching a new product in market. The product launched by Cadbury is dairy milk chocolate with vanilla.ThiscompanyhastoadoptSMARTobjectivesforachievingsuccessin marketplace. The Objective of Cadbury is to capture 10% of market share by 6 months. STP approach: -Segmentation: -It refers to the process of dividing the group of potential customers. Cadbury segment its customers in two categories demographic and behavioural. Targeting: - This is known as the method of dividing market into various segments. After this, segmentation is done on concentrating on marketing efforts over different customer group. Cadbury's target customer are kids of age between 4 to 17. After this, the segmentation has stretched from children to adult age group. Positioning: - This is defined as positioning image of the service and product in front of customers.Cadbury position itself as a the best accompaniment of different functions and occasions. CONCLUSION It has been concludedfrom the above discussion that marketing function plays an important role within the organization. This is helpful in expanding awareness of product and service within the potential customer and market. There is interrelation between marketing and other departments so that organizational objectives can be achieved in less time. Marketing mix is an analysis done by marketers before launching a new product in the market as it helps in enhancing the value of product and service. This marketing mix consists 7 P’s- Product, Price, Place, Physical evidence, process, people and Promotion.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
REFERENCES Books & Journals Baker,M.A.andMagnini,V.P.,2016.Theevolutionofservicesmarketing,hospitality marketing and building the constituency model for hospitality marketing.International Journal of Contemporary Hospitality Management.28(8). pp.1510-1534. Campbell,R.,Martin,C.andFabos,B.,2018.Mediaessentials:Abriefintroduction. Bedford/St. Martin's. Cavusgil, S.T., and et. al., 2014.International business. Pearson Australia. Hair Jr, J.F., and et. al., 2015.Essentials of business research methods. Routledge. Kladou, S., and et. al., 2016. The role of brand elements in destination branding.Journal of Destination Marketing & Management. Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding. Handbook of Human Resources Management.pp.1-30. Malhotra, N.K., 2015.Essentials of marketing research: A hands-on orientation. Essex: Pearson. Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice, price,qualityandconsumertrustononlinetourismpurchasing.JournalofMarketing Communications.23(2). pp.195-218. Pike, S., 2015.Destination marketing: essentials. Routledge. Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of uncertainty.InBookofAbstracts-6thInternationalConferenceonTourism.International Association for Tourism Policy (IATOUR). Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting. Handbook of Human Resources Management.pp.1-19. Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis. InGlobal Marketing Strategies for the Promotion of Luxury Goods(pp. 109-132). IGI Global. Scarborough, N.M., 2016.Essentials of entrepreneurship and small business management. Pearson. Smith,A.,2014.Breakingthechain:Thescreenindustryanddisintermediation.Metro Magazine: Media & Education Magazine.(182). p.104. Zolkifly, N.H. and Baharom, S.N., 2016. Selling Cars Through Visual Merchandising: Proposing Emotional Design Approach.Procedia Economics and Finance.37.pp.412-417.