Roles and Responsibilities of Marketing Functions in Cadbury

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1 ............................................................................................................................................1
P1 Key role and responsibilities of marketing functions ...........................................................1
Role and responsibility of marketing in context of marketing environment ............................4
P2 Roles and responsibilities of marketing related to organisational context............................4
TASK 2............................................................................................................................................8
P3. Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objective ........................................................8
TASK 3..........................................................................................................................................12
P4.Produce and evaluate a basic marketing plan for an organisation.......................................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is the process of management where products and services are exchanged. It is
defined as business of maintaining relationships to satisfy the customers (Marketing, 2019).
Market focuses on retaining customers, the important activity of marketing is selling and buying
of products through intermediaries. Marketing introduce new products where sellers come
together to satisfy the want and needs of customers by delivering them products. To analyse
demand marketers use segmentation strategies(Akbar and et. al. 2017)( . In this assignment
Cadbury is undertaken for further study, it is multinational company and was founded in 1824 by
John Cadbury. The headquarter of the company is in London, England, it is the second largest
confectionery brand in the world. This company is known for dairy milk chocolate, it is a best
selling product since 1905 made with higher proportion of milk. Cadbury also produces bars,
beverages, desserts, cookies, biscuits and ice cream. There are 71,657 employees working in the
organization. In this report key roles and responsibilities of marketing function will be explained
with the context of organisations functions. Marketing mix and marketing planning tools are
used by the organizations to achieve business objectives how these plans are properly
accomplished will be further covered in this report(Aghazadeh, 2015)
TASK1
P1 Key role and responsibilities of marketing functions
Marketing refers to the exchange of goods and services, Under this many activities are
adopted by companies to promote the product. It is a mixture of advertising, customer
relationship, selling and delivering of products to customers and intermediaries. To achieve
goals and objectives some roles and responsibilities should be followed by the marketers.
Marketing is consist of many functions which are undertaken to provide essential information to
manufactures(Astuti, Silalahi and Wijaya, 2015) . Cadbury was founded by John Cadbury in
1824, the company is famous for products such as strong cocoa and dairy milk. It uses various
marketing functions for smooth functioning and to achieve targets of company. Here some roles
and responsibilities of marketing functions are explained below:
 Provide market information: The marketing department of Cadbury is responsible to
provide market information related to the rivals new policies, rules and regulations, price

fluctuation and need and demand of customers. Proper information about market
environment helps the organization in strategies the plans and policies to regulate the
company(Albano, 2015). Basically the information analysis involves strengths,
weakness, opportunities and threats for company in context of the competitive rivals.
Cadbury has strong rivals as Hershey's and Mars so to retain customers the company
should focus on analysing their demand and needs in order to satisfy them.
 Storage and warehousing: It is the main concern for all the companies including
Cadbury. Warehouse can be defined as the store where raw material and finished goods
are kept safe before and after the selling process. The key responsibility of marketing
department is to search the information related to the distance from where the goods will
be delivered(Brown, 2016). Companies hire warehouses for placing the manufactured
products so that at high demand manufactured products can be utilised without delays.
Cadbury has warehouse in different countries at various locations to keep the
manufactured and raw material products to meet the demand and supply.
 Physical distribution: This defines the process of supply of products from analysing the
demand of customers to the manufacturing and production to the customers. It can be
also defined as the system of components which are linked to each other for efficient
movement. Cadbury's marketing department focuses on initial stage to the last stage, at
first the company analyse that what level of service and products should be provided to
customers(Brychkov and Domegan 2017). After this through which mode of
transportation the manufactured products will be transferred to the warehouses is
analysed and then the company look after the order processing as how the orders will be
handled and checked. Then company focuses on inventory handling where the proper
handling and processing of manufactured product is determined. At last product
packaging is measured by the marketing department.
 Product designing and development: It refers to the function of developing new
product design. Cadbury use marketing strategies for product development such as first
they analyse the demand of product and if demand is not efficient the company develop
new product to satisfy the customers. Designing as shape and packaging of goods attract
customers. Cadbury wraps chocolate in three packaging first in the thin golden foil then

in white paper and at last blue plastic is used for packaging. This strategy is useful to
keep the product safe from sunlight and water(Chaffey and Allen 2015). Effective
packaging attract the consumers with shape and size of product designs.
 Grading and standardisation: Cadbury determine standard of the products regarding
quality, design, weight, colour and ingredients used in products. Grading refers to
measurement of variety products with different size and shape. Dairy milk chocolate is
standardised after manufacturing and ingredients used in chocolate are graded because of
different varieties.
 Branding: It is a essential tool to establish brand image in market by using various
promotional strategies. Cadbury use social media to promote its products, company
develop new products occasionally and in India Cadbury promote its chocolate with
catchy tag line 'kuch meetha ho jaye'. Branding is basically a strategy used to retain the
customers and to create awareness in market about new products and
development(Dessain, 2016).
 Customer support service: Marketing department of Cadbury play crucial role in
provide best customer support services such as after sales services, handling customers
complaints, credit facilities and so on(Dioko, 2016). This function of marketing help the
customers to solve their quarries related to product and services which are delivered by
the company. Customer help line no. is written behind the chocolate wrappers so in case
if the consumers are not satisfied with quality of product then they can call to support
service and register their problem over there. This strategy is very useful in analysing the
taste and preference of consumers.
 Pricing of products: It is a important function for marketing department of Cadbury
where the company fix prices for its products. Pricing strategy should be effective like
not much high and not too less the company focus on rivals pricing strategy and then set
their product rates. Hershey's is a rival brand of Cadbury so the prices should be cost
effective and profitable that can attract the consumers.
 Societal Marketing Concept: This demonstrates core focus over requirements and needs
have focused customer. Hence, the consumer selects to purchase from brand beside
contemporaries in marketplace(Dodds and Jolliffe 2016)

Role and responsibility of marketing in context of marketing environment
The marketing department is mainly concerned with the supply of product and services to
satisfy the consumers. But before this, it involves many functions that keep marketing
environment in mind to follow the rules and responsibilities such as
Marketing strategies: The important part of marketing is to build strategies for the
business so that Cadbury can analyse demand, taste and preferences of the consumers.
Development in marketing strategies provide balance between the opportunities and objectives
of market(Duffett, 2017)
Monitoring market environment: It define the analysis of external and internal
environment such as the influence of political. Social, economic, technological and legal factors
on Cadbury company.
Brand equity: It is important for the organization to manage the reputation by building
brand loyalty and value of company. The increase in brand equity inversely effect in enhancing
the Sales volume of Cadbury.
Market segmentation: The segmentation help Cadbury in differentiate the volatile
market. The marketing managers identify the large markets and then segment that to promote its
goods and services.
P2 Roles and responsibilities of marketing related to organisational context
Marketing functions play key role in organizations As discussed above, Cadbury can not
achieve the task and objectives successfully without the help of this function. Marketing is
important in every business organisation because it helps in sustaining the business for long
period. Cadbury's organizational functions work with the context of marketing to accomplish
achievement Therefore, when the marketing operates effectively with other business functions in
order to generate proper results and sales for the company. As we have already discussed the
functions of marketing now Here are some role which are interrelated to the
organization(Griffitts, 2016)
Marketing and production department: Production department plays a crucial role in
turning inputs into finished goods through production and manufacturing process. Manufacturing
activities require raw material to make finished goods for consumers to satisfy their needs and
demand. Marketing functions of Cadbury helps in production department through analysing