Marketing Essentials at Cadbury Assignment

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Key Roles and responsibilities of marketing function......................................................1
P2 Roles and responsibilities of marketing related to the wider organizational context........3
Task 2 ..............................................................................................................................................4
P3 Use of marketing mix to achieve overall marketing objectives........................................4
P4. Development and evaluation of a basic marketing plan..................................................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

INTRODUCTION
Marketing plays an important part in the success of the organization. The crucial part of
marketing is to satisfy the unfulfilled needs of the customer through providing product to them.
In exchange of product, some monetary value is taken by the organization. For getting success in
the market, firms should grasp the essentials of market and makes plan accordingly. For this
report, Cadbury is taken into consideration. Cadbury is a British multinational company which
deals in confectionery and headquarter in Uxbridge, London. The whole company is acquired by
Mondelez international. In this report, Marketing functions and its relationship with other
department is explained. Apart from that marketing plan to launch a new product is also
discussed here.
Task 1
P1 Key Roles and responsibilities of marketing function
In today's world, marketing is become essential for any company no matter small or big if
they want to compete in competitive market. Marketing plays an crucial role in initiating the
relationship between the company and customer. Marketing functions include promotion, market
research, selling etc. It helps the company to increase their market share and profit in the market.
Marketing concept includes, Product concept: Company aim is to satisfy the unmet needs of the customer through
their product in affordable price. The product should be made according to the needs and
demand of the consumer so that they wont hesitate to buy it. Cadbury should made their
product healthier and eco friendly as nowadays consumers are aware of their health and
environment. Selling concept: Company has to reach their customer to sell their product. The trend has
now changed, company have to invest in the marketing to aware the customer about their
product. Idea behind this concept is company has already produced the product now they
have to sell it. Techniques like Sales promotion can be use by the Cadbury to market their
product.

 Production concept: This concept focuses on low production cost and mass production.
The organization assumes that consumers wants to consume their product as the prefer
their products rather than their competitor. Cadbury can use this technique to reduced
their production cost. Moreover it will help the Cadbury to provide their product so that
consumer can buy it anytime. Marketing concept: In starting marketing concept comes under the selling concept
where its work is to sell the product to their customer. Cadbury should made their product
according to the customers need so that they can satisfy it by consuming it.
 Societal marketing concept: This concept describes that company should make their
product according to consumer needs and demand and besides this society well being
should also be maintained. Use of polythene or any other product that will degrade the
environment should be prohibited.
Roles and responsibilities of marketing function has changed over time with scenarios.
Different roles and responsibilities of marketing function are described as follows:
 Potential market identification It is a crucial work of the marketing department.
The main role of marketing is to find the potential market in which they can sell their
product and earn profit. With this, customer base would also increased. The main role of
marketing function of Cadbury is to search for the potential market or customer and try to
capture them by fulling their needs (Schoell, Guiltinan, and Valvatne, 1993). More market
capture will leads to increase in the profit for Cadbury.
 Marketing strategies Market can only be capture with the help of unique and
effective strategies. Marketing department work is to scan the external environment so
that competitor strategies can be find out and according to that strategies should be made.
It will help the Cadbury to counter competitor strategy and gain the competitive
advantage. Cadbury should make their strategy according to the environment and their
main focus of the strategy should be consumer and their needs.
2