Marketing Research and Analysis

The provided assignment appears to be a comprehensive collection of marketing-related topics, including service marketing, customer equity, sensory marketing, and more. It includes references to academic journals, books, and online resources, suggesting a focus on research-based analysis. The task seems to require identifying key concepts, understanding relationships between them, and potentially applying theoretical frameworks to real-world scenarios.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Responsibilities of marketing Function................................................................1
P2 Relation of Roles and responsibilities in wider context.........................................................4
M1 Analysing roles and responsibilities of marketing...............................................................6
M2 Significance of interrelationship between marketing and other functions ..........................7
D1 Critically analyse key elements of Marketing functions ......................................................7
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix of two organisations..............................................................7
M3 Evaluation of different tactics applied by companies to achieve the objectives................10
TASK 3..........................................................................................................................................10
P4 Marketing Plan of Cadbury..................................................................................................10
M4 Evidence based marketing plan..........................................................................................13
D2 Strategic marketing plan that tactically applies 7p's...........................................................13
CONCLUSION ..........................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a crucial factor for the business working in a
marketplace. Attaining growth and success is what every company desire
for. There are various kind of functions and activities which are being
performed by the company and those are interdependent of each other.
Number of essential factor within company are like advertising, promotion,
sales and many more (Berthon and et. al., 2012). These kind of functions
mainly helps in launching products within marketplace. Marketing can be
stated as process by which the attention of the customers are drawn
towards products and services. In order to offer the best services and
effective marketing, high performance employees are needed who can
manage this process. There are number of funnels which are being utilised
by the marketing process in order to reach out the targeting customers and
thus make the better sales. In this report, company taken is Cadbury which
is multinational company dealing in the chocolate and coffee products. This
company was established in 1824. There are various factors which will be
discussed within this report like roles and responsibilities of marketing
functions along with the relation of marketing with other kind of sector.
Besides this, marketing mix of two companies along with basic marketing
plan will be created.
TASK 1
P1 Roles and Responsibilities of marketing Function
Marketing can be stated as one of the crucial factor for the business process. This provide
assistance to the company in generating the loyalty and value to the customers in order to draw
their attention towards the products and services. This in turn allows the managers to reach out
the clients who have high potential by using various kind of techniques. Knowledge is being
gained by this kind of process in order to make effective strategies for the company. So there are
various kind of policies which are being formed in order to attain high competitive advantage
within the market (Day, 2011). Generally, sector of marketing is all about by which company
tries to enhance the sales ratio along with the profit.
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Better and effective strategies are being utilised by the Cadbury within the marketing
process and along with this, new and effective policies are being formed by the management in
order to attract large amount of customers for their products. As they are into food sector,
Cadbury has formulated various kind of plans for expansion and bringing out new kind of
products with unique taste. Marketing necessity within Cadbury is being described below:
 Essential role is being played in developing the high level of competitive advantage
within market by providing effective services to the clients and satisfy them.
 Essential details are being provided by the marketing sector to an organisation which is
highly needed by the manufactures along with producers in order to make the services
effective and better according to the needs and wants of customer (De Vries, Gensler
and Leeflang, 2012).
 Market analysis and research is being conducted by the company in order to gather up the
data regarding the trends and choices for the customer within the market in order to
produce the products and services as per the demands in market.
 Adverse kind of situations are being faced by the company and thus marketing process
can help to handle them in better way.
There are number of companies who have different kind of marketing process. Structure
of marketing totally depends upon the size of the comp[any like if the company is small in nature
then it will have few departments but if there is the company on large scale then it will have
various kind of departments. Formulating better and effective marketing structures is highly
useful in determining that which kind of employee is on what kind of position and in which
sector (Grönroos and Ravald, 2011). By this, distribution of responsibilities is highly
essential for the company. Structure of company is described below:
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Illustration 1: Marketing Sector
(Source: Structure of Marketing department, 2017)
There are various kind of advantages of marketing structure:
 It aid in deciding the role of staff effectively.
 Monitoring and evaluation is done easily through this.
 The person knows clearly whom they have to report to.
 It is considered as a cost and revenue centre and therefore the people are appointed as per
their roles only.
There are various kind of roles and responsibilities which are being implemented by marketing
process of Cadbury and those are: Collecting market information: This can be stated as crucial role for the team of
marketing which is gathering of essential data from the market. There are various kind of
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researches which are being conducted by the managers in order to analyse and thus
evaluate the goals and objectives of company in better and effective manner. Market planning: Formulating up of effective plans is the foremost responsibility of
marketing team in order to attain the aims and objectives in better and effective manner.
By the help of planning, various kind of issues for the future are also ascertained
(Grönroos, 2011). Along with this, managers of the marketing gives structure to the
plans. Customer Services: This one can be stated one of the most essential function which is
being performed by the marketing sector and here the issues are being resolved which are
from the end of customers after utilising the products. It is highly essential to find out the
appropriate solutions for the issues as this will bring out the loyalty for the customers.
Issues needs to be solved out on time or even at the time the complaint has been made. Advertisements and Promotions: It needs to be ensured by the marketing managers of
company that the marketing of products and services are being done in better and
effective manner. There are new products which are being launched by Cadbury which
needs to be marketed well in order to make the customers avail the benefits. Relationship Management: Maintaining the healthy relationship is the key duty of
marketing sector within the company along with the external factors as well. They
mainly try to make the relations in effective way among the employees of company and
thus they will be able to work out with each other and thus attain the objectives.
 Communication: It is highly essential for the company to have better and effective
communication channel within the workplace along with external factors in order to
maintain the good communication with customers (Gummesson, 2011). It is highly
essential for the company to determine the actual needs and wants of the customers.
P2 Relation of Roles and responsibilities in wider context
This kind of concept is highly essential for each and every company within marketplace.
By the help of each and every company, launching of products can be done and thus by that large
number of customers are being attracted. There are various kind of activities along with plans are
are being formulated which in turn can be utilised for capturing large number of customers along
with position within marketplace. There are various kind of obstacles which are being formed for
gaining growth and success. Thus, in order to deal with various kind of situations, better schemes
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are being developed in which every kind of department will work with one another (Hair and
et. al., 2012). There is the high need of marketing sector which can work with the whole
company for attaining large number of customers along with competitive advantage and that too
for long period of time. There are certain sectors who are directly linked with the marketing
which in turn can play essential role and responsibilities in growth of business along with
development. These all kind of sector are being determined below:
Financial department: They are dependable and subject for expanding and growing huge
number of capital. Under this distinctive angles are incorporates, for example, capital planning,
portfolio administration, profit arrangements and short and long haul wellsprings of fund. With
showcasing, administrator can't accomplish every one of these viewpoints so in this they takes
better judgements about putting resources into administrations and items. For amazing zenith of
offering exercises and strategies there is gestured huge measure of store. With a specific end goal
to creating and making yearly spending plan of the organization, in this circumstance trough
decide a couple of sums for the exercises of showcasing, for example, publicizing,
advancements, deals advancements, and open connection so business substance play out their
whole capacities and activities in a simple way.
Human resources department: Essential role is being played by the HR sector in attaining the
objectives. Crucial role of this kind of sector is to recruit and thus select the knowledge and
skilled person which in turn can easily improve the ratios of profit along with the production in
better and effective manner (Hinz and et. al., 2011). According to the aspect of marketing,
if the workers are mainly trained and developed, the the level of potential will be high along with
performance and thus the customers targetted will be done in better and effective manner. This
kind of sector will provide help to Cadbury in determining the needs and wants so that objectives
can be attained in better and effective manner.
Operational and production department: This kind of sector mainly is all about directing,
motivating, planning, organising and thus staffing up of all the activities along with policies
which are mainly considered for the manufacturing process. It is the responsibility of Cadbury
for enhancing the services and products qualities. Results of this kind of process is of effective
productivity and profitability of company. Main focus criteria of marketing sector is to increase
the sales of products and thus attain the long term objectives. Bringing innovation factor within
the products and services can attain certain aims and targets (Huotari and Hamari, 2012).
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Hence, there is the interrelation with the sales and marketing division which is few sales and
marketing division which is few of innovative commodity along with enhancing the offers
which are being provided by the company on the basis of market research.
Research & development department: Crucial role is being played by this kind of sector in
determining the needs and wants of customers and buyers as per the market trend. This kind of
sector is linked with the innovation in products along with improving the additional feature for
product quality. Market position of the company is being determined and evaluated along with
buyers perception, choices, taste and challenges. Hence, marketing sector which will have certain
details for enhancing the policies and strategies in better and effective manner. This in turn will
support in fulfilling the demands of in better and systematic manner.
Information technology: This kind of sector is highly responsible for reducing the various kind
of issues like technical error which is being faced by the company within the operations of
business. In this kind of situation, past records are being kept by the IT manager. Entire activities
and functions for the marketing division in the judgement for making the procedures (Jobber
and Ellis-Chadwick, 2012). Managers of the Cadbury have the data and along with past
one for the buyers and managers of background. So in order to enhance the strategies of
marketing is business organisation for enhancing the profit ratios of company. Along with this,
there are various kind of sectors in improving the clients for the connection for the use of various
approaches.
Customer service department: This kind of sector is highly responsible for minimising the
barriers along with the queries which in turn cam fall out after buying of the commodity. If
Cadbury company is been able to resolve the issues of clients, then common interest can be
attained in better and effective manner. This will provide assistance in sustaining the target
customers for long period of time (Kaplan and Haenlein, 2011). It is highly valuable and
provide advantages to have the loyalty of customers in better and proper manner.
M1 Analysing roles and responsibilities of marketing
There are various kind of roles and responsibilities which are needed to be performed by
the marketing sector within an organisation. This mainly provides the help of making the
effective strategies which are highly useful for the companies in performing the activities in
better and effective manner. Market research is being conducted in order to collect the vital data.
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In summarise manner, roles and responsibilities are much more effective for the marketing
environment.
M2 Significance of interrelationship between marketing and other functions
This is highly essential for an organisation to include activities of marketing in all other
sectors as this department will make the process and conduction of operations much more easier
by interlinking departments with each other which in turn can improve the efficiency of
company.
D1 Critically analyse key elements of Marketing functions
According to Kim and Ko (2012) , there are various kind of factors which are being
included in the functions of marketing which in turn can help them to make the business process
much more effective in order to attain the goals in efficient manner. By this, they will be able to
gain many customers and create better image in the mindset of customers and uplift the goodwill
within market.
TASK 2
P3 Comparison of marketing mix of two organisations
Marketing mix is being considered as an essential tool which in turn can help out the
company for developing the appropriate kind of marketing strategy. By the help of various kind
of action plans, marketing mix can be implemented. Here, the product which is being
manufactured by the company which can be assessed completely and that is by the pricing, place
of selling, promotions and many more.
This kind of strategies are being implemented by Cadbury in order to reach out
customers in each and every corner and that too at the correct time (Kotler, 2011). In earlier
times, marketing mix used to be of 4P'S but now in modern scenario, there are about 7P'S of
marketing which will be discussed. So marketing mix of Cadbury and Nestle is being described
below:
Basic Cadbury Nestle
Product There are various kind of products
which has been launched by this
kind of brand. This company has
This company has been manufacturing
up various kind of products which are
like coffee, bottled water, milkshakes
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applied number of pricing strategies
and thus have fulfilled the criteria of
various marketing segments. This
company has been applying
innovation within the products so
that customers can have better and
unique taste. Its various products are
like dairy Milk, Oreo Biscuits,
Freddo, Crunchie and many more.
and other beverages including
beverages, breakfast cereals, infant
foods and many more.
Price In this kind of segment, Cadbury has
been following a process range in
which is wider in nature in order to
suit to every sphere of buyer and
seller (Krishna, 2012). Median
pricing strategy is being adopted by
this company where the products are
being sold on discount and due to
this sales and profit ratio are
enhancing and high revenue is being
generated.
This company has the concept where
they mainly want to sell up products at
reasonable price in order to make the
person easily afford it. They have
different kind of prices for various kind
of products.
Place Cadbury company is been expanding
its area of operations since the time
they have emerged within the
market. As per the stats of 2017, this
company has covered 3.4% more of
market as compared to the last year
in India. Products of this company
has been able to reach out the
customers in ease manner and that
too at reasonable prices. This
Products of this company is being
present in almost 25 countries. There
are many of the products which this
company has made available to the
customers as they have targetted the
middle class people with affordable
prices (Linoff and Berry, 2011).
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company has targetted the economy
by selling its products as mode of
gifts.
Promotion Cadbury knows the need of
promotion of their products and they
mainly gives the special attention to
the its activities of marketing. There
are various tools which Cadbury has
been using and the most utilised one
is social media and TV on which
there are various advertisement done
for existing and new products.
Products are being promoted by the
company by utilising various
promotional tools for the marketing.
They mainly deal with customers in
better way and work as per the needs.
Nestle has been utilising the social
media for promotion as this is the best
way to reach out to customers.
Process This kind of process by which
Cadbury have reached to its
customers has made its generic.
There are various kind of level
through which the product passes
and thus been analysed in proper and
effective manner.
Process which is being followed by
Nestle for making the products
available to the customers in complex
in nature as there is the extra cost
which is being applied due to
increment in production cost.
People The general population who are
working in Cadbury are ethically
associated with the organization.
They are particularly inspired for
playing out their work and the
correspondence procedure of the
organization is additionally great.
The general population who are
working in Nestle is extremely
productive as they are dealing with the
stores exceptionally well and they
ensure that the clients are fulfilled
when they leave the organization
(Lovelock, 2011).
Physical
Evidence
Products are present in various kind
of stores and thus they can be
reached in ease manner. They are
also giving out the facility of various
Products of this company are present
all over the world and are being made
present.
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products present in every corner of
the country.
M3 Evaluation of different tactics applied by companies to achieve the objectives
There are number of techniques which can be utilised by organisation so that the certain
objectives can be attained. Implementation of those kind of techniques should be done in ease
manner within marketplace and for that effective channel is being needed for this so that
employees can have better communication and sharing of data. Here, measurement of strategic
planning, budgeting and ongoing monitoring of certain level of performance is being done.
TASK 3
P4 Marketing Plan of Cadbury
Marketing plan for Cadbury is being described below:
 Executive summary: The main motive of this kind of plan is to introduce new product
within market place in Cadbury. The new product is being developed like Dairy Milk
Medley in which various taste will be present specially for evening treats. In this,
strategies which are being formulated needs to be monitored by marketing sector which is
being adopted by Cadbury.
 Marketing planning objectives: the main objective for this kind of business is to give
unique taste to customers which they can not forget (Marketing Plan.2017). Apart from
this, they are moving forward to make the business sustainable and planning to give new
exposure to chocolates.
 Company overview: Cadbury is the UK based company which is mainly known for its
products regarding chocolates for every kind of age and varieties within chocolates . This
company mainly exists in 25 countries with more then 25 billion customers and
employees who work for his company is million in number.
 Internal Analysis: In this kind of sector, company mainly determines its strength and
weaknesses and that can be done by implementation of SWOT analysis within the
company and that is described below:
Strengths
 This company is the topmost chocolate
Weakness
 There is the lack of penetration within
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provider.
 Have high goodwill.
 Priced as per respective country.
 Effective marketing and distribution
channel.
 There is the positive perception of the
brand.
 High variety of products.
the rural market.
 There is high population who mainly
suffers from the diabetes, Cholesterol
Disorders and many more .
Opportunities
 Occasions and celebrations within
India.
 Acceptance of globalisation.
 Low calories products which they
provide sugar free candies.
Threats
 No brand loyalty within Chocolate
market.
 Competition within market.
 Preference and presence of other
substitutes.
 Segmentation, Targeting and Positioning: STP can be stated as process by which each
and every company in order to develop the potential to compete within market. This kind
of process is mainly attached with with factors in order to facilitate an option for making
the operations appropriate and effective.
◦ Segmentation: There are various kind of customers which are being divided on
grounds of number of segments by which operations can be conducted in better
manner. This kind of segments has made the business attain growth an success in
order to widen up the range of users which got selected and all the products offered
are being delivered (MacInnis, 2011). Market has been analysed by Cadbury
which business wants to target for maximum outcomes which can be gained.
◦ Targeting: Markets needs to be selected by business which can incorporate its
services in better and effective manner. This mainly suggests that the business has to
be targeted which in turn can support them in better manner in order to make the
objectives attained in better manner.
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◦ Positioning: There are various kind of products and services which needs to be
positioned by business so that brand value can be created in front of users. This is
being stated as the perception of every kind of users regarding the products and
services as compared to competitors.
 Marketing Mix- 4P's of Cadbury
There are various kind of marketing tools which are being utilised by the company for
influencing the present situation within the marketplace of UK. There are 4P's of Cadbury which
are being described below:
Product: Needs of consumer is being fulfilled by the company within chocolate sector.
Products are being introduced with varieties and unique taste (Peter and Donnelly, 2011).
Price: This company has mainly targetted the medium class people who can easily afford
the products and there are averages prices set for the products sold in respective country.
Place: There are places which are being defined within the market which are being
carried out. Market is being operated by the company as products has reached around every
corner of the country.
Promotion: This company has employed advertisement, social media marketing and
vouchers for promoting the products throughout country (Sheth, 2011). Budget:
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 8000 5000 6000
sales promotion 4000 5000 4000
Direct marketing 5000 15000 16000
Total 17000 20000 26000
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 Monitoring and Controlling: There are various kind of responsibilities for handling out
the business operations by the marketing manager and along with this they make plans
for executing all kind of business operations in better and planned ways (Wilson and
et. al., 2012). It is highly utilised for gaining high profit ratios for entire business
operations.
M4 Evidence based marketing plan
Marketing plan of Cadbury is very much effective and thus they have formulated up the
effective objectives for them. Main focus is on producing the products and services in order to
make the reach to the customers in effective and better manner. Budget allocated to every kind of
product is being managed in better and effective manner so that maximum level of satisfaction is
being provided.
D2 Strategic marketing plan that tactically applies 7p's
While formulating up the marketing plan for Cadbury, 7P'S of the marketing is being
included. This in turn allows the company to choose the products at which price is being sold and
at which place. This can be stated as one of the effective step which in turn will help for deciding
that which kind of process for following the produce the products and services.
CONCLUSION
From the above report, it can be concluded that marketing is a crucial factor and thus
plays major role within the organisation. By utilisation of this kind of context, new innovate
techniques and factors can be brought within the products and services so that attention of
customers can be drawn. Essential role is being played by the company to attain the growth and
success within marketplace. There will be the support which will be provided to management for
making them aware regarding the trends and needs of customers. Marketing plan also provide
help to company in order to introducing business objectives, mission, vision, SWOT analysis and
annual budget of the company in better and effective manner.
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Online
Marketing Plan.2017.[Online].Available
through:<https://www.entrepreneur.com/article/43018>.
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