Marketing Essentials and Strategies

This assignment provides an overview of marketing essentials and strategies, covering topics such as market research, competitive analysis, and product launch planning. It includes references to various academic papers and books on marketing, making it a valuable resource for students and professionals looking to improve their understanding of marketing principles and practices.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
M1...............................................................................................................................................4
P2 Roles and responsibilities of marketing relate to wider enterprise........................................4
M2...............................................................................................................................................5
D1................................................................................................................................................6
TASK 2............................................................................................................................................6
P3 Marketing mix to marketing planning process to achieve business objectives.....................6
M3.............................................................................................................................................11
TASK 3..........................................................................................................................................11
P4. Marketing Plan....................................................................................................................11
M4.............................................................................................................................................13
D2..............................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
In modern era, marketing is said to be an essential part for an organisation in order to
sustain at market for a longer period of time. With the help of this a company can understand
needs, requirements, taste and wants of a customer. By this, firm can take decisions that can aid
them in gaining competitive advantages at marketplace. Away from this, manufacturing products
as per needs of customers can help in making profit at its maximum level. Superiors of a
corporation forms marketing plan so that study can be done in order to hit targets in a shorter
period of time. In this project, firm which has been taken that is Cadbury that makes chocolates
for their users (Babin and Zikmund, 2015). Along with this, a comparison of two enterprise and
their ways of doing marketing has been mentioned. The other company which is going to get
included under this is Nestle. Assessment will also put light on key roles and responsibilities of
marketing functions. Along with this, interrelationship of department in a firm has also been
considered in this project. Lastly, a marketing plan is going to be made so that proper
examination of market can be done.
TASK 1
P1. Key roles and responsibilities of marketing function
It has been examined that, marketing department of a company plays a vital role in which
researcher takes appropriate decisions so that desired targets can get hit in a specific time of
period. Strategies, plans and policies can be made by management in order to reduce or remove
barriers that can be faced by organisation while attaining desired goals and objectives. With the
help of this, corporations can improve quality of goods and services, gain competitive
advantages and make long term relations with consumers (Functions of marketing, 2017). Ample
number of roles and responsibilities of marketing are being mentioned beneath:
Product: A product is being made in order to fulfil needs and wants of consumers.
Grabbing attention of ample number of customers can be done through various ways. Promotion
of goods in an appropriate way can be taken as an example under this (Baker, 2014). Locating
what ingredients are being used by rivals in order to make their products unique in nature is an
essential part of marketing.
Price: Cadbury manufactures products as per requirement of end users and at the time of
purchasing company takes monitory in means of exchange. Away from this, it is essential for
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management of Cadbury to fix price of their final product by examining both consumers pocket
and marketplace. By this only, a company can assume profitability. Research team of marketing
department of Cadbury keeps on examining taste and requirements of consumers so that better
decisions can be made.
Selling: Main aim of Cadbury is to enhance satisfaction level of their consumers by this
only, they can maximise their profit. Every single firm's aim is to generate revenue while
locating better opportunities for company. Here, targeting people in order to enhance sales of
products can be done by marketing department. Cadbury sells their products in retail market
where manufacturing of goods are being done within a factory and then final commodities are
sent to all over market so that customers can purchase them. Firm cannot open a manufacturing
unit at every single place where they are doing business thus, process which takes place at this
moment is that they distribute finals products or services at marketplace (Batt, 2013).
Promotion: Different promotional activities of goods and services can develop awareness
in larger number of people in all over world. It is vital for Cadbury to find out better ways
through which company can give detail description of products in order to increase their appetite.
MIS (Management information system): In this, information can be collected in regards
to analyse the demand at marketplace. Most of firms, uses this type of system in order to better
understand the situations and with the help of this, firm can make decisions in order to create
better conditions for them.
Financing: Having appropriate amount for every single activity in company's
requirement. As by this only, they can run business without any sort of problems. Operational
activities can come in hamper situation is sufficient amount is not taken in use.
Exchange of goods: Under this, big companies like Away from this, people who are
willing to work with big companies, they takes franchisees in order to make money by taking
their name. Marketing sector gives opportunities to better understand problems and issues that
can arise while attaining desired target. Here, for Cadbury it is essential to keep the taste of their
chocolates unique so that benefits can be achieved for a long period of time. Marketing can also
help in locating tools and techniques which are being used by other companies (Chinn, 2017).
Competitiveness of industry: In bettering the sustainability at marketplace it is important
for management to keep on formulating plans and strategies so that quality of products and
services can be developed. By this, Cadbury can give rivalry to their competitors. Understanding
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current trend, taste of consumers is the main of doing marketing research. With the aid of this,
hitting targets becomes an easy part. Along with this, it is important for management of Cadbury
to fix time span of every single activity in order to form favourable outcomes.
Requirements customer: Cadbury keeps on manufacturing and modifying products that
are mostly used or purchased by consumers. By this, company can locate their needs and
requirements from time to time. By this, profit can be maximised in a proper way. If researcher
understand what customers are asking for this may help them in making their goods as per their
need. It also aid management to allocate responsibilities to every single employee of Cadbury in
order to improvise productivity. Satisfactory services given to consumers may lead firm to create
long term relationship with them (Desai, 2013).
Competitive environment: Firms that are dealing in same sector keeps on locating each
other strategies so that effective decisions can be made. Under this, their main aim is to give hard
competition to their rivals and gain better conditions at marketplace. Cadbury can improvise its
brand image and goodwill if it will keep on making proper sort of determination in order to make
profit. Marketing department of Cadbury or of any other company gives opportunity to make
business strong at marketplace in a shorter period of time. It has been located that, most of
organisations gives whole responsibility to this department in order to create favourable
conditions for them. If proper research has been done it can help others departments as well.
Like, operations department will change products as per requirements of customer, financial
department will allocate proper funds in an optimised manner and so on.
Assistance in distribution system: Manufacturing can be done in few locations only as
buying process of machineries needs huge cost which a company cannot afford if it is larger in
number. Thus, it is essential for management of Cadbury to have an effective distributing
system.
Building and maintaining demand: A company while making a products first they
makes plan in order to find current trends and needs of their customer. After that only,
management of a firm take appropriate decisions. This part is essential in nature as without
marketing plan and strategies an organisation can create losses for it. Sale of products and
services can be enhanced in a proper manner (Diana, D. P., 2013). Away from this, it is also
important for marketing plan is to locate all demands at different geographical areas. So that
decisions can be made in order to fulfil demand of consumers in an appropriate manner.
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M1
Operational activities are generally affected by intrinsic as well as extrinsic elements of
marketing. These factors include concept of pricing, promotion, distribution and sales etc. All are
directly target customers of companies like Cadbury. Therefore, an enterprise's management
needs to control these attributes if possible. Role of such elements can be described as:
Market strategies: Initial part of marketing represents development and improvement of
strategies as well as planning of business. This has generated a balance between objectives of
organisation and opportunities of market.
Market Research: It plays the major role in marketing. This part includes particular
knowledge of product, price and customers. All are these helps a company to convey its best
products and services at marketplace (Durand and Barlow, 2012).
Brand Equity: Consumers at marketplace will always look out for best products which
has strong brand image. Thus, marketing essentials helps in building the same of an organisation
which enhances sales volume.
P2 Roles and responsibilities of marketing relate to wider enterprise
Big organisation in today's world makes many strategies in order to grab attention of
people in a larger number. Products at affordable prices, unique taste, concession in cost of
goods, buying offers for a limited period of time are some schemes of marketing which is being
used by firms at current market. With the help of this, firms can enhance its profitability.
Marketing department's role and responsibilities and its interrelation with other sections are
mentioned beneath: Operation section with function of marketing: It is important to have proper interrelation
in between operation and marketing sector of a company. Under this, effective decisions
can be made like, information which is being gathered by marketing manager which are
related to current trends and needs of consumers can help operations department in
various ways. After that only, manufacturing section can made products as per the
scenario. Finance division with marketing purpose: It is essential for every firm to have proper
funds in order to run business in a successful manner at marketplace. Failure under this,
may create losses for firms (Forrester, 2010). Every action in business requires cost here,
marketing department can help in fixing prices of activities and it is mandatory for both
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marketing and finance manager to have good understanding so that business can run in
smooth way/ Sales and marketing function: Most of people thinks that these two departments are
same but they both differs from each other. Interrelation can be seen if marketing plan is
effective then implementation of it will directly grab attention of people in huge numbers
and by this scenario, sale will automatically get increased (Gummesson, 2011). Thus, it is
essential to have both the departments effective in nature. Research and development department and marketing function: Management of
Cadbury should keep on making strategies through which they can find out customers
needs. Here, R&D subsection can help in making these schemes. Marketing and research
& development division can create favourable conditions for this company. Marketing department with human resource management function: HR management
recruits or selects candidates from outside world. Talented staff members will interact
with customers in an appropriate by which relations can be made with consumers for a
longer period of time. Cadbury should keep on making strategies for their customers in
order to hit targets which are related to profitability so that it can get enhanced.
 IT department and marketing function: In modern era, it is necessary for an organisation
to have effective IT department. Choosing right technology at correct time while doing a
marketing research may give many advantages like finishing the investigation in short
period of time, minimum usage of funds and resources and so on (Jones and Rowley,
2011). Cadbury can expand its business by having good interrelation in between IT and
marketing department.
M2
Marketing involves various functions like advertising, finance, distribution etc. all are
which closely linked with business operation. These departments require
 Economic resources for implementation, market research, evaluation of strategies and
planning.
 Human resources from HR department, economic from finance section and logistic from
distributive system.
 In order to increase sales and production of a company, marketing department needs HR
policies also.
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With these assistance, it can be seen that all functions of marketing are interrelated with
other organisational departments (KAUR, 2015).
D1
According to Mitchell, (2012), all marketing and other functions of a company are
interrelated to each other. Therefore, business objectives and mission can be accomplished
within a specific period of time. For better achievement, a firm needs to fulfil demands of
customers on time in a proper way. Brand image of products attract them a lot so, company must
carry out its marketing strategies in an efficient manner.
TASK 2
P3 Marketing mix to marketing planning process to achieve business objectives
Marketing mix is tool which is used be every kind of organisation through which people
needs and wants are fulfilled. Product, price, place and promotion are constituents of this
technique through which companies deliver adequate items to target market, so that buyers can
purchase as per their requirement. Besides this, people, process and physical evidence were
elements which were added in mix after certain time. As, it was essential that administration pay
attention to customers demands and produces quality items. These are various tools which are
used by Cadbury in system; which is a famous confectionery firm and posses recognition all over
world. Nestle, which is rival of Cadbury; so management require to frame marketing plan
through which they are able to compete with competitors.
Hence, this is description of marketing mix elements and its comparison between both
companies is stated beneath:
Factors Cadbury Nestle
Product  Bars, beverages, deserts, Ice
cream, biscuits and spreads are
various segments which Cadbury
is operating their business. Firm
offers variety of products which
are different in prices such as
bournville, silk, dairy milk
bubbly, fudge, snack sandwich
 Nestle firm consists
bottled water, breakfast
cereals, coffee, tea,
dairy products, ice
cream, pet and baby
foods.
 KitKat, Maggie,
munch, polo, bar one
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and star-bar.
 Company deliver quality items to
attract customers, by giving them
large number of choices in
according to their taste and
preferences. Research and
development is conducted to
enquire about tastes and
preference of people. Thereby,
make modification in items to
attract people and enhance
profitability of business.
and milky bar are
various brands which
are delivered by
company to fulfil needs
of people. These are
variety of items that are
provided by firm to
increase customer base.
 This advantage firm to
enhance sales, as
variety of food items
are offered
(Papasolomou and
Melanthiou, 2012).
Price  Company provide various range
products to grab attention of large
number of people.
 Administration uses various
pricing strategies such as
skimming and penetration in
according to market conditions.
 This help them to attract
customers by delivering them
quality items and setting prices
accordingly (Ogunmokun and
Tang, 2012). Through this, firm
enhance market reputation and
goodwill.
 Nestle offer variety of
food items and setting
adequate prices to
attract customers in
respect to rival
organisation.
 Superior provide
products at diverse
rates to make people
purchase as per their
needs and wants.
 Thus, company is able
to make adequate
revenue by delivering
items at competitive
rates.
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Place  Cadbury have wide distribution
network through which they
people are easily able to purchase
items. They are running business
both online and offline.
 Superior have establish efficient
relationship with suppliers, so
they are able to deliver quality
items to people (Perreault, 2010).
Company is providing food items
in various countries to enhance
customer base and sales.
 Company directly
deliver items to
retailers and
wholesalers through
which consumers can
purchase products as
per their needs.
 They are providing
services through online
and offline stores and
websites. This benefit
firm to deliver
appropriate offerings
and make it available
all over the world.
Promotion  It is a main motto of firm to serve
best quality products in market
for meeting customer demands.
These extraordinary qualities are
popularised by association so
that more number of consumers
could purchase these items.
Methods that are used in
promoting products are T.V.,
social networking sites, websites
and various other programs.
 Cadbury uses animated
advertisement in order to gain
children attention for their new
and improved products.
 Promotion is essential
component which aids
in enhancing sales and
reaching customers.
 To make better position
of brand and engaging
potential buyer, Nestle
believes in using best
kind of advertising
method (Purvis, 2016).
 Company use
distinctive strategies of
promotion for carrying
effective experience of
customer and
persuading buyers for
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 For making good quality
products this firm uses best
technologies and always consider
all health measures while
selecting ingredients and these
attributes are used in promotion
function of company.
making purchases.
 They have adopted
whole models of media
for differ consumer
such as TV, websites,
social media, print
media along with
brochure, hoarding etc.
Physical Evidence  It is a structure that is visible by
people in order to examine how
much valuable company is. It
includes building, infrastructure,
interior, atmosphere etc.
 This is a physical attribute which
people can observe in rely to
evaluate a product as a brand
(Rudden, 2016).
 For example there are various
reviews and feedbacks of
Cadbury products which are
accessible for every internet user
and company does not control
them. This is an attitude which is
helpful in assessing and
recognition of brand.
 People can check websites of
particular companies which they
want to assess for their purchase.
 Nestle' working
atmosphere is very
happening and good.
This kind of
atmosphere provokes
positive and life-
enhancing for workers.
 Association can
manage all reviews that
are coming on various
online pages of
company.
Process  There is an easy process which
Cadbury provided to their
 Process of supply chain
management is quite
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customers in order to resolve
issues and queries. Methods that
are used in this approach are
customer care in stores, on
telephones and on online
websites etc.
 By taking help of proper
customer care approach, Cadbury
company can minimise their
complaints for service and
delivery.
 Cadbury has offered a strong
distribution channel which makes
reach of product easier.
 Company provides a cautions and
list of ingredients that customer
can read for ensuring health
measures (Swenson, Rhoads and
Whitlark, 2014).
easy and comfortable
that enhances number
of purchase by
consumers.
 Sometimes, there are
complaints about
product's ingredients
but company resolved
these issues very
efficiently.
People  In this section, Cadbury can
enhance its brand value by
promoting product and service on
the basis of their values.
 Products of venture are designed
and developed by highly skilled
developers which made quality
goods and ensured a healthy sale
in market. Company also hired
floor staff whom has to handle
customers without generating
conflicts.
 Management always
care for those who are
associated with
corporation because
these individuals are
those who represent
organisation in front of
consumers.
 Nestle promotes
flexible and
cooperative working in
office in order to attain
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 Organisation promotes healthy
and friendly nature in order to
serve relax working and a less
stress environment at workplace.
all targets. Company
also promotes
disciplined working to
enhance skills of
workers.
 In order to meet
demands of their
consumers in
marketplace,
associattio9n
conducted various
promotional programs.
M3
In order to gain success and business growth, Cadbury needs to formulate mission, vision
and objectives. It will help in acquiring positive outcomes. For enhancing customers, this
organisation has to make marketing strategies which will support in building effective brand
image. Product price should be affordable for consumers. For getting competitive advantage,
customer retention and their satisfaction play an important factor to all firms.
TASK 3
P4. Marketing Plan
A marketing plan is made by Cadbury's management in order to hit targets for a longer
period of time (Walliman, 2015). Many advantages can be gained by firm at marketplace.
Marketing manager is said to be effective in nature and while formulating a plan there are some
elements that should be considered and these are as follows:
Cadbury's vision:
Vision of this company is to make their brand as lovable in their users while working
together.
Mission:
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Cadbury means quality thus, their mission is to deliver quality products and services in
order to satisfy needs and wants of consumers.
SWOT Analysis:
Strengths: Continuous improvement in quality of products and services of Cadbury is the
main strength. A multinational firm that has almost 71,657 employees which are serving to their
consumers in an appropriate manner. It is selling their goods in among 50 countries and
continuously expanding its business by making long term relation with end users.
Weakness: Cadbury has many rivals like Hershey and Mars/Wrigley that are giving hard
competition in current market. They have to form new strategies in order to gain competitive
advantages at marketplace. Apart from this, huge prices of products may also create loss in
number of users.
Opportunities: Expansion of business in developing countries like, South Africa, India
and so on can be done by Cadbury. Away from this, investing in other businesses may also lead
firm to maximise its profitability.
Threats: Rapid increase in competition at both domestic and international market may
create losses for Cadbury. Also, alterations in taste of consumers may hamper situations. Thus, it
is mandatory for management of Cadbury to form plan in order to better understand about needs
and wants of them.
Goals and objectives of enterprise:
Cadbury keeps on making changes and in their goals. They set both short and long term
objectives in order to enhance profitability and productivity of firm.
STP
Segmentation: Under this, management keeps on making targeted small groups from
population. Mainly, management of this firm is to locate their needs so that improvement can be
made in their products (Babin and Zikmund, 2015).
Targeting: Management Cadbury keeps on making changes or alterations from time to
time in order to hit their targets. Aim of them is to satisfy their users.
Positioning: Cadbury sets and establish positive image by offering quality goods and
services all over world.
Marketing Mix
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Product: Management of Cadbury mixes up different raw materials in order to prepare
final good. Delivering chocolates and other products in affordable prices to users is the main
element of this company. By this many sort of benefits can be gained at marketplace.
Price: Cadbury has to keep prices of commodities as per market value. That is the reason
that they do not offers discount to their end users.
Place: More than 50 countries are their in which Cadbury is offering different
commodities. Thus, it is essential for management to locate other effective areas as well in which
they can expand their business in order to increase profit.
Promotion: It has been examined that Cadbury mostly makes unique advertisement
which helps them in attracting or grabbing attention of people in a huge number.
Marketing strategy: Marketing which is related to relationship with customers is being
used by management of Cadbury in order to make favourable conditions for them in different
areas.
Implementation: Activities which are related to marketing plan may help in hitting
targets in both effective and efficient manner.
Evaluation: Obstacles and barriers are being reduced under this phase by marketer.
M4
Through marketing plan, a company can understand potential of customers. It involves
various activities, procedure and business strategies which are used to achieve objectives and
goals of organisation in a desired manner (Baker, 2014). By such type of plan, management of
Cadbury becomes able to take better decision for improving the growth and performance.
Through this, it can identify threats of competitors as well as market trends. Therefore, in order
to avail all, an enterprise needs to make and evaluate a proper marketing plan which effects
growth sales and production.
D2
As per Batt, (2013), marketing plan includes 7P's for providing customer satisfaction to a
company. It helps a company to make strategies under product, promotion, price, place, people,
process and physical environment. Thus, all are these parts of plan define overall performance
of Cadbury too. Such plan helps this firm to describe purchasing power of buyers and suppliers.
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CONCLUSION
From above comprehended assignment, it has been concluded that marketing section of
an enterprise should be effective in nature. With the help of this, many sort of advantages can be
gained at marketplace in an appropriate manner. Taste of consumers, tools and techniques of
other organisations that they are using, these are some things which can be better understand by
making a proper marketing plan. Away from this, marketing mix can also be used by firms in
order to achieve desired goals and objectives in a specific time of period.
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