P1 Major responsibilities and roles of marketing function

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Major responsibilities and roles of marketing function.........................................................1
P2 Roles and responsibilities relate with wider organisational context......................................4
M1 Roles and responsibilities of marketing................................................................................5
M2 Importance of interrelationship between various marketing functions................................6
D1 Key elements of marketing function.....................................................................................6
TASK 2............................................................................................................................................6
P3 Application of marketing mix to marketing planning by various organisations...................6
M3 Various tactics applied by enterprise....................................................................................9
TASK 3............................................................................................................................................9
P4 & M4 Marketing plan for enterprise......................................................................................9
D2 Marketing plan with 7Ps.....................................................................................................12
CONCLUSION ...........................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
In the current scenario, marketing can be stated as one of the effective factor which is
being followed and utilised at utmost level. There are multiple activities like marketplace,
analyse the needs of customers, enhancing the good relations with the customers and thus
formulate the strategy and thus give out high quality products to the clients. Every business
operating within marketplace has the main focus upon the bringing innovative approach within
the marketing strategy which are mainly engaged in having good relations with customers.
Marketing function can be stated certain roles of marketing which is too high (Al-Ekam and et.
al., 2012). Company taken for this report is Cadbury which is a Multinational company which
deals in confectionery items and it is being mainly owned by Mondelez International since 2010
and thus it is the second largest confectionery items after the Mars. There are various kind of
roles and responsibilities within the function of marketing of the company along with having
interrelationship which has the wider organisational context which is being given in this report.
Moreover, marketing plan for the Cadbury is also mentioned in this report.
TASK 1
P1 Major responsibilities and roles of marketing function
Marketing function of the company can mainly be stated as one of the effectual function
of the company which is further utilised for providing platform of opportunities within company
to attain the target market. There are mainly various kind of roles and responsibilities which are
being faced by the company in order to have growth and success. Various sectors which are like
Human resource department, product development, distribution system, marketing research,
sales support system, distribution system, strategy management and marketing research which
has came across the marketing function. There are multiple functions which has the various roles
for mainly promoting the growth of company. Multiple kind of roles and responsibilities of the
company which are selling, product, promotion, finance and marketing information system
(Wood. H.T, Functions of marketing. 2018). Below described are the factors which has the roles
and responsibilities acknowledged by the Cadbury:
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Illustration 1: Marketing
§
(Source: Marketing Functions, 2018) MIS (Marketing information system): In this, manager of marketing mainly collects the
huge amount of genuine data regarding certain sectors like needs, interest, behaviour and
actions of the customers. MIS can be stated as a concept which in turn can provide
opportunities to the manager of same and this in turn can mainly assist the in taking out
effectual decisions regarding the business (Baker and Magnini, 2016). Process of
decision making will help out in increasing the effectiveness which in turn can mainly
enhance the customer base of company which can give competitor benefit. Distribution: This kind of aspect mainly draws the attention upon the procedure of
transferring goods from one place to another and thus final product can be given to
customers. Cadbury has the distribution channel which is highly effectual and thus has
the high reach to almost every area. In this, marketing sector has the manager which has
the duty of remaining liable for examining the numerous kind of channels for the
distribution present and thus best one will mainly be opted out which can make sure that
the products will be delivered which can save up the cost of the company. Better choice
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of distribution channel which in turn can mainly support the delivering the product and
thus can mainly add the positive note in entire experience. Promotion: This is one of the real capacity of promoting division. Primarily promoting
bureau of association is known for this. In this showcasing chief initially investigate the
different apparatuses of correspondence and afterwards utilize distinctive specialized
devices for advance the organization's item . With this, supervisor make the gatherings of
people mindful about the highlights of company's merchandise. Commercial, individual
offering, deals advancement, reputation, advertising and exchange demonstrates are the
real strategies for advancement (Campbell and Martin, 2015). Every one of these
instruments ate viably use by the administrator of Cadbury to inspire them to purchase its
items. Make the request of organization's item in showcase is one of the primary thought
process of advancement. Pricing: This is known as one of the most important element of a product. Every firm
charge some amount from its customers in exchange of its product. This help company in
cover the cost of product and generate profits. For attract more individuals and to achieve
set sales target final price of product should be right. This is also done by the marketing
manager of firm. Right price of product help in attract more individual to buy it. Financing: Funds are known as one of the most important assets of an enterprise.
Adequate amount of funds support in carry out commercial activities in right way and at
the same time save time of firm. Marketing manager do planning and identify the
resources require to carry out the same. All this provide an opportunity to firm to serve
more number of customers. Product: Assets are known as a standout amongst the most imperative resources of an
undertaking. Sufficient measure of assets bolster in do business exercises in right route
and in the meantime spare time of firm. Promoting supervisor do arranging and recognize
the assets require to do the same. This give a chance to firm to serve more number of
clients.
 Selling: This is known as a standout amongst the most essential component of an item.
Each firm charge some sum from its clients in return of its item. This assistance
organization in take care of the expense of item and create benefits (Dibb and Simkin,
2013). For pull in more people and to accomplish set deals target last cost of item ought
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to be correct. This is additionally done by the showcasing director of firm. Right cost of
item help in draw in more individual to get it.
Above described are the major roles and responsibilities of the marketing function for the
Cadbury and thus this should mainly be carried out in better and effective manner.
P2 Roles and responsibilities relate with wider organisational context
Company has the marketing sector which can help in taking various kind of decisions and
thus it can mainly help out in various kind of activities with motive of attracting large number of
customers and thus retain them for long tenure. There are certain actions and decisions for the
sector which are interrelated with one another (Draelos, 2010). Manager of the marketing sector
mainly conduct the research for gathering data regarding the actions of competitors. Multiple
kind of sectors has mainly link with other kind of sectors which manager which has the support
in formulating better strategies of business. There is the interrelation with the marketing sector
with the wider concept which can be understood by essential factors: Marketing department with operation department: Manufacturing up of goods and
services along with other kind of operations are being done by the operational sector.
There are certain activities within department which is highly linked with the marketing
function. Multiple research are mainly being conducted by the manager of marketing
sector for mainly collecting the data about the needs, wants and purchasing pattern for
consumers. Data which is being collected is mainly being shared by the marketing sector
to the operational sector which can help in making decisions. Company will be supported
in manufacturing up of goods as per trends of market and customers needs. Finance department with marketing department: In order to complete the all kind of
business operations within time and thus gaining the competitive benefit, it is very
necessary to mainly have the high amount of funds. Finance sector can be stated as
department which mainly prepare the funds for the budget made. There are certain kind
of promotional activities which is highly effective and thus they should have high amount
of resources for attaining the objectives. Coordination and cooperation are two essential
factors among finance and marketing sector of Cadbury which can promote the product
effectively (Eslinger, 2014). HR department with marketing function: HR sector can be stated as one of the effective
department which helps out in managing the recruitment along with selection of
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employees and formulate plans and strategies for managing the action of employee within
workplace. Research is mainly being carried out by manager of marketing manager for
taking final decisions. Products are being manufactured by the help of employees in order
to give high level of satisfaction. There should be appropriate training which should be
given to workers so that better and expected results can be observed. Marketing department with R&D department: There are certain kind of needs and wants
of the customers within the present scenario and due to this trends are mainly changing at
rapid speed. It is very essential for the company to mainly produce the goods as per the
needs and wants of the customers for maintaining the market share (Hsu, 2011). Research
and development sector can mainly be stated out for collecting the various kind of
research to collect the data regarding the features which company can mainly
manufacture and thus offer to customers. Sales and marketing function: There are certain kind of activities within the marketing
sector which are high linked with one another. There are various kind of communication
tools and theories which marketing manager mainly uses for communicating with the
final customers and thus influence them for purchasing the products offered by company.
 IT department and marketing function: There are various kind of technologies which
has been adopted by the IT sector of the company in order to attain the commercial
target. Ample of opportunities is being provided by platforms like Twitter, Facebook for
interacting with clients and gathering the data (Lancaster and Massingham, 2010).
Moreover, the technology will give the support to the managers for having relevant data
from one place to another. Along with this, within activities of business technology is
being utilised and thus it can mainly improve the business process.
All these are the real elements of Cadbury that are interlink with exercises perform by
showcasing office. Appropriate correspondence channel ought to be use at working environment
as this bring collaboration among business exercises and guarantee successful execution of
business exercises. This interrelationship ought to be consider by director amid basic leadership
process and before detail anticipate business.
M1 Roles and responsibilities of marketing
There are various kind of communication tools which are mainly utilised by the
marketing sector along with the tools which in turn can help out in targeting the customers and
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thus can create awareness regarding the regarding the products and services. This kind of sector
mainly helps out in carrying out the research for gathering up of data regarding the needs and
wants of customers. All kind of roles of this sector should mainly perform in effectual manner
and thus it can mainly contribute in growth and success.
M2 Importance of interrelationship between various marketing functions
Multiple kind of activities are being mainly performed by the marketing sector of the
company and every kind of activity needs to be implemented effectively and thus they are highly
linked with various other functions of company (Lane, 2014). Research is being mainly carried
out by manager, data is being collected as per the information and communicating with various
other kind of functions. Concluding, there should be proper level of communication among
number of sectors as this can mainly can contribute within growth and success.
D1 Key elements of marketing function
Marketing function can be stated as factor which in turn can give out various kind of
opportunities with the target customers and create awareness regarding the goods of company.
There are major factors of the sector which are like planning, research, strategy and many more.
Company like Cadbury gets the support for various kind of tactics in better and effectual manner
for attaining the objectives.
TASK 2
P3 Application of marketing mix to marketing planning by various organisations
Showcasing blend is an idea that comprises four noteworthy components known as item,
value, place and advancement. Primarily, this help endeavour in put the correct item, in perfect
time, at opportune place and in right cost. Further, this make the administrator capable or bolster
him in choose highlights of item, bolster in set right cost of it and aid settle on right decision of
advancement devices for advertising of item. Other broadened component of promoting blend
are individuals, process and physical proof. Every one of these components of advertising blend
ought to be use by firm in a viable way as this help in accomplish set deals target and create
more benefits (Marketing Mix. 2018). This idea is utilized by each venture and each business
element and they apply this to accomplish their set objectives and targets along with utilization
of significant part of showcasing blend by various undertaking can be comprehended by
following focuses:
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Basis Cadbury Hershey's
Product There are multiple products given out by
Cadbury to their customers as per their
demand and desires within marketplace.
Major products which company provides
is dairy Milk, Five star, Perk, Bournville,
Eclairs and Oreo. Bournvita can be stated
as stated as the product of company
which has mainly given out leading
position within marketplace in case of
chocolate malt drink (Malhotra, Birks and
Wills, 2013). This way they are able to
lead the confectionery sector. In moderns
scenario, this company has the leading
name and high competitive advantage
within marketplace.
There are mainly number of
chocolates along with syrups which
are being offered by this company.
There are various kind of products
which are present in different size and
shapes. In continuous manner,
innovation within product has given
support to company for attracting high
amount of customers and can generate
revenue. Hershey's products are
mainly positioned as delicious and
healthy for the children.
Price There are various kind of products within
company like Oreo and Bournvita which
has the constant marketing efforts upon
the top. Products has the high quality
which are the crucial factor while
deciding the price. In certain cases, price
of the products are high and in some it is
very reasonable for other cases. Example
can be taken up of company like five star
and eclairs for high quality taste in
reasonable prices. Various products are
being offered but the pricing up of every
product is based upon the kind of
This company has the premium brand
due to which they mainly charge high
level of price as compared to the
chocolates present within the market.
Company has the target which is upon
the middle class population for the
Urban Areas. Price of the products
which has remained from $10 to $55.
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customers who mainly buys it.
Place There is the main feature of the Cadbury
which is its nature of expanding. Products
of the company are present within urban
areas along with the towns who came
under A and B category. But as per the
lower demand of the products within rural
areas along with marketing of company
which is weak in nature. Company has its
operations in about 200 countries in
current scenario. Cots of company is high
in nature due to the large amount of
contribution. Cadbury has the presence in
market and their position is strong in
nature and thus if an individual needs to
buy chocolate, then he can have easy
access from the nearby stores.
Products of the Hershey are present
within grocery stores on the global
level. Along with this, it can mainly
be purchased from the drug stores,
online, vending machine and many
more. Channel of distribution is very
effective in nature and thus has been
able to reach every kind of customers.
Promotion There are various kind of promotional
activities which are unique in nature.
Example can be taken up of Bournville in
which the Cadbury has mainly kept up the
tag-line for it so that customers can have
luxurious perception for it. All of the
products of Cadbury has positive
feedback upon the products that are
mainly sold. Below the line marketing is
mainly utilised by the company and even
it is strong in nature and this is the reason
this is highly strong and brand recall for
company. This brand always cross the
Promotional activities of the Hershey
with the help of TV ads, Billboards
and Magazine ads. Main motive of the
company is manufacturing up of tasty
chocolates for every customer. Milk
booster is the product of this company
has to position itself as healthy
products for children.
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mind of person who looks out for
chocolate.
People Representatives are the one that help firm
in accomplish its set objectives and goals.
Cadbury utilize abilities and information
of its specialists in a way that contribute
in accomplishment of element.
Hersheys has a talented workforce
which bolster in item advancement
and in offer something new to clients.
Process Process embrace by Cadbury to produce
chocolates is simple and powerful, this
help in keep up the nature of chocolates
and spare time of organization.
Well ordered process is take after by
Hershey's to make chocolates and
hand over it to definite buyers
(Martin, Campbell and Harmsen,
2014).
Physical
Evidence
Cadbury gather and store important
information frame its clients. This help in
fabricate and offer better items to people
according to their prerequisites.
Hershey's do different endeavours
make its offering more appealing to
impact different purchasers.
M3 Various tactics applied by enterprise
Tactic can be stated as an action by the company with the motive of accomplishing the
final goal and objectives. This mainly can be implemented by one of more then one tasks. There
are various kind of tactics which can be applied by marketing sector for attaining the goals and
objectives. This has been also adopted by the Cadbury company for completing its objectives.
TASK 3
P4 & M4 Marketing plan for enterprise
Promoting plan is a record which features showcasing and publicizing exercises of firm
for the coming one year from now. This show business exercises and activities to accomplish
particular promoting objectives in given day and age . Facilitate this demonstrate the present
advertising position of organization. For the most part showcasing plan stay in formal structure
yet this can be in the casual which increment adaptability of promoting capacity (Moons and et.
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al. , 2010). Definition of this arrangement begin with distinguish the last devours and this is
finished by firm with help of a statistical surveying and in this firm recognize the different routes
through which organization can satisfy the necessities of its clients. Detailing of spending plans,
deals estimate, examination of market circumstance and definition of methodology is altogether
gone under the way toward promoting plan. Fundamentally promoting arrangement is a method
that help business association in use all assets effectively to accomplish set corporate
destinations. Break down qualities and shortcoming of element is likewise cover under the way
toward promoting plan.
Overview of Cadbury: Cadbury has the manufacturing up of products and thus sell it to the
customers within confectionery sector. There are certain products which are being offered by the
company like drinks, bars and tins. This company was mainly founded in year 1824 and is
majorly based upon the Birmingham, UK. There are large number of people who mainly work in
Cadbury and thus this can mainly support the company for serving its customers in better way.
Vision of Cadbury: Vision statement mainly highlights the brand value of the company in future
time. One of the effective feature is the vision treatment which can help in communicating for
both kind of purpose and value of company. This mainly provides the direction for the
employees who can mainly perform the roles in effectual manner and thus can encourage them to
work well in nature. Vision of Cadbury is to “ Working together to create the brands that people
love”.
Mission of Cadbury: Mission statement mainly states that the major objectives and the motive of
existence within market. Mission statement can be stated as the starting point for the strategic
planning along with the process of ending goal. This evidence of Cadbury states that “Cadbury
means quality this is the promise of firm. Reputation of firm is to develop upon quality”.
Goals and objectives of Cadbury: Objectives can be stated as the purpose which company has
the wish to complete over. Major goal of the Cadbury is that it has become the largest and
effective confectionery company. Cadbury has the experience of implementing the activities as
compared to rivals.
In order to formulate better and effective plan of marketing, it is very necessary for the manager
of the company which can mainly give the detailed data regarding the vision and mission of the
company. In simple words, company works for the bridge which can take them from current
situation to the future one where they exactly want to be (Perreault, 2010). After that, it is being
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needed by manager for carrying out the SWOT Analysis for the company to gather the data
regarding the strength, weaknesses, opportunities and threats of company.
SWOT Analysis of Cadbury Strengths: One of the major strength of the Cadbury is that it is one of the leader of world
within chocolates. Company is mainly famous for the better and effective distribution
channel and thus it can have much more presence in more then 200 countries. Product
portfolio of the company is very strong in nature as it has various kind of products like
Oreo, Bournville, Dairy Milk and many more. There are various kind of products which
enjoy great level of Brand loyalty. Due to this, company mainly charges high level of
prices and due to which activities are much more effective. Cadbury company has mainly
used the attractive tag-line which is “Taste the feeling”. Effective and better level of
strategies are being used which can break up the bulk. Products are mainly being
distributed in over 200 countries and thus they have mainly offer 40 type of products. Weakness: Main weaknesses of the Cadbury is the poor rural distribution. There are
various kind of cases which has mainly took place with the quality of product where there
was some disturbing factors were found. Company needs to have control on its
chocolates. Opportunities: Weaknesses of the company can be changed in the opportunity. There are
some rural areas which has been penetrated and that can be the opportunity for the
company. New flavour has mainly got the flavour and taste and thus it can bring upon the
innovation in which product of the company can enjoy large number of customer base
(Wieser, 2012).
 Threats: There is the increment within the health consciousness of the customers and that
can be one of the biggest threat for Cadbury. In modern scenario, there are large number
of people who has mainly chosen upon the healthy kind of juices and fruits rather then
chocolates.
STP of Cadbury Segmentation: This can be stated as the process which in turn can mainly divide the
entire level of population within small identifiable groups. Cadbury is mainly being
segmented which mainly consists of break segment, impulse segment and take home
segment.
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 Targeting: Products of the company has mainly been distinguished as per the class of
customers. Example can be taken up of chocolates of the company like temptations and
Bournville on which customers are willing to pay more. Positioning: Tag-line of the company is “Taste the feeling” which mainly defines the
position of the product.
Marketing Budget
Marketing budget (in Pounds (£))
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 8500 4500 10500 12500 18500
Investment 19500 25500 35500 18500
Total 8500 23000 36000 48000 37000
Marketing outlay
Promotion 10000 8000 9000 14000 5000
sales publicity 1000 3000 3000 3000 4000
Direct selling 5000 6000 2000 5000 5000
Total 16000 17000 14000 22000 14000
Marketing strategy: Individual is being motivated to purchase the products from various
kind of marketing strategies utilised by company. Profit of the company is mainly growing on
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rapid speed. Major reason can be stated for the company is the needs of the customers. This can
mainly support the growth of more then 20% of annual basis.
D2 Marketing plan with 7Ps
There is the marketing plan which is written in nature and thus mainly have the data
regarding the marketing activities of company. There are various factors of marketing mix in set
right for the product which can motivate an individual for choosing the offering of the company
over the rivals.
CONCLUSION
From the above report, it can be concluded that the all kind of activities which has been
the sector under the marketing sector which in turn can mainly be executed in effectual manner.
This make expansive number of people illuminate about organization's items its highlights and
urge them to purchase the same. Compelling specialized devices ought to be use by firm as this
expansion client base of association.
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<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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