Roles & Responsibilities of Marketing Function

This presentation discusses the roles and responsibilities of the marketing function in relation to Cadbury. It covers topics such as analyzing and collecting market information, marketing planning, packaging & labeling, and promotion. The interrelationship between marketing and other departments is also explored.

Marketing Essential
P1 and P2

Introduction
The process of making relationship with customer or the activity of promoting the brand in the
market is termed as Marketing. It is one of the major component because it attracts large number of
audiences and thus creating sales for the company. Marketing is important as it identify whether product is
develop in market or it requires to be creative and more unique. In present report, Cadbury is chosen as
the base company. The company was founded by John Cadbury in year 1824. Cadbury is a multinational
company and renowned as second largest brand in worldwide. its head office is in London and operates
in an around 62 countries.

Roles & Responsibilities of marketing function
• Below are some of roles & responsibilities of marketing function in
relation to Cadbury:
• Analysing and Collecting Market Information
• Marketing Planning
• Packaging & Labelling
• Promotion

Analysing and Collecting Market Information
• To gather the knowledge about market or to analyse is one of the most important
role of marketer.
• The marketing department of company has the responsibility to identify the
requirement of customers and then take steps regarding designing, packaging,
labelling, producing and promotion of its brand.

Marketing Planning
• It involves planning regarding sales & Distribution, promotion, pricing and many
more. The marketing department make effective strategies so that their objectives
can be attained on time.
• It is the responsibility of marketing make plans so that activities can be carried
out effectively.

Packaging & Labelling
• The designing of a product as well as labelling on that packages are the pillars of
a product that attracts and increases sale of a product.
• The marketing manager must ensure that packaging of products is unique and
attractive in order to gain the eyes of customer on it.

Promotion
• One of the major role of every marketing department of a company is to educate
or aware customers and promote its products in the market with an aim to
increase sales as well as revenue of the company.
• Promotion takes place through various channels such as advertising, sales
promotion, digital marketing, public relations, social media and many more.

Customer support service
• The key to success in market is to satisfy the customer. Thus, it is essential for
marketing manager to give support services such as consumer information, sale
service, handling customer problems and many more of an individual.
• By fulfilling this service, a company can easily develop and grow customer base.

Interrelationship between roles & responsibilities of
marketing
• Marketing department of a company coordinates with other departments in order
to smoothly execute the activities of an organisation.
• It is the manager's skill to maintain harmonious relation among the departments
of the company.

Marketing and R&D department
• This two departments does not function separately in an organisation.
• Research & development department require inputs about market trends,
customer demand, opportunities and threats, customer taste and so on from
marketing department.

Marketing and sales department
• Marketing department of a company targets customer segment whereas sales
staff of a company build good relations with these customers.
• It is the skills and knowledge of sales person to sell the company product
efficiently as well as effectively.
• With reference to Cadbury, this interrelatedness helps company to grow in other
segments and increase market share.

Marketing & Finance department
• In operating activities such as advertisement, promotion, sales promotion and
many more, Marketing department requires funds from the finance department.
• Whereas finance department issue the funds to marketing department with an aim
that it covers overall cost and increase profitability of a company.

Marketing and Operation
• The marketing department totally depends on operations department about the
quality of the product. Whereas operations department rely on marketing
department to provide them knowledge about customer taste, market tends.

Marketing and Human Resource Department
• HR department assist in recruiting and hiring workforce as per the requirement of
marketing department. The HR department provides training sessions to
marketing people in order to develop and carried out activities.
• In addition to this, the marketing department heavily depends on HR department
as they get success when an employee recruited, trained and motivated by HR
department.

Conclusion
From the above study, it has been analysed that marketing plays a vital role in
promoting and communicating the brand in the market. The company can build
positive image by different marketing strategies which in turns helps in engaging
customer loyalty. With this, the managers has to appropriately follow its
responsibilities towards company a it helps company to enhance growth in market.
7Ps of marketing helps company to identify weaknesses and how a company can
overcome with this.