Effective Marketing Practices for Organizational Success

This report highlights the significance of effective marketing practices for organizational success. It explains how marketing functions contribute to improving productivity and enhancing profitability. The report also discusses the importance of internal marketing and the role of employee relations in integrating logistics and marketing functions.

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 relate to the wider organisational context..........5
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planning process to achieve business objectives...........6
TASK 3............................................................................................................................................9
P4. Marketing plan.................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
In present time, marketing can be defined as a technique of promoting, goods and
services, business in front of targeted customers. It is being found that, marketing activities in all
over the world are playing crucial role for every single business organisation. Thus, it could be
considered as an important part of business management that focuses on the consumer services.
Marketing process is used to generate goods and services value in front of the customers,
candidates and suppliers by market analysis and good research for market. In present case, firm
which has been chosen i.e. Cadbury which is a global producer of chocolate owned by Mondelez
International. In this report, key roles and responsibilities of marketing will be discussed and the
interrelationship between marketing and other departments of the company and marketing mix
of Cadbury will also explain. At last, this report will discuss about the marketing plan for a
business organization.
TASK 1
P1 Key roles and responsibilities of marketing function.
Definition of marketing:
Marketing is the term which refers to the set of several activities, set of institution and
process for creating, communicating, delivering and exchanging offers that have value for
customers, society, clients, suppliers and manufactures. The main concept of marketing is to
identify the requirements and demands of customers and distribute them products and services
accordingly in a effective manner (Rossi, Allenby and McCulloch, 2012).
The current and future trends of marketing:
Marketing process is being considered as one of a crucial term which is followed by
various types of current and future trends for the future development of a business organisation.
There are several ways of marketing of goods and services in the industry. On the other hand,
development of marketing concept focuses on attaining company's goal by creating a business
organisation that is more effective and efficient than competitors by creating, delivering, and
communicating customer value to its selected target markets. Along with this, there are a range
of new trends of marketing that includes in advertisement and these comes under online media
and social media like Facebook, Twitter, Instagram, yahoo and so on. Now a days, future trend
of marketing are basically being completed through advertising and promoting products to
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customers by various technology like AI technologies and live videos which helps the customers
in choosing products as per their choices or needs.
External environment influences and impacts upon marketing activity:
Marketing activities and marketing strategies of an organisation are influenced through
the different external factors of environment. These are involves in social, economical, political,
technological, environmental and legal factors. The marketing strategy and planning of
Cadbury's is affected by various changes in any these factors (opolšek and Čurin, 2012).
Political factors- This is being considered as one of the major external factor which
impacts regularly upon marketing activities. It can be said that, government policies comes under
political factor and this refers to the laws and legality that guilds the land, they go a long way to
affect marketing activities. Its impact could be understood with a good example where, Cadbury
has developed an advertisement of two minutes but United Kingdom and many countries do not
allow for the same based on their laws. Here, Cadbury would require to alter the advertisement
up-to the limits in specific time frame.
Technological factors- This is being considered as one of effective factor that is coming
under external environment, with a great number of challenges and this basically affects the kind
of product that a business organisation is offering to its customers. This could be understood with
a good example where Cadbury used typewriting machines in order to develop templates, in the
phase of computer systems (7Ps Marketing Mix, 2018).
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(Sources: The Marketing Department, 2019)
Structure and operation of marketing department:
If it is analysed than the structure which has been given above of marketing department
of Cadbury is divided among two different sections and these are traditional and digital which
can be used by marketing manager in specific time frame. The primal operation of marketing
section of Cadbury is to promote products and improve brand image. Here, company could go
for both traditional and digital marketing for both of the operations. Here, both assistant and
senior manager of marketing department will directly take decisions related to which
communicating channel could be used. With the help of this, developers of advertisement will
develop ads based on decisions taken by individuals at workstation.
Marketing process:
Marketing process can be defined as a way through which values could easily be created
for customers based on their requirements. On the other hand, it has been analysed that a
marketing process could be considered as an endless series of actions and reactions between the
customers and the companies like Cadbury making attempt to create value for and satisfy the
needs of customers. This includes four steps and these are:
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Illustration 1: The Marketing Department. 2019

Situation Analysis: This is the situation where Cadbury finds itself serves as the basis for
identifying chances to satisfy unfulfilled customer needs. Since Cadbury is doing business is
chocolate industry, it is directly impacting became a favourable brand for individuals that likes
chocolate.
Marketing Strategy : Under this phase, just after when identification comes to an end,
this shows a range of marketing options that are available for Cadbury and through this a
strategic plan is developed to pursue the identified options.
Marketing Mix Decisions : At this step, tactical decisions are being taken by Cadbury to
control the different parameters which has been made under marketing mix.
Implementation and Control : This is being considered as the last step where Cadbury's
marketing plan basically executed and through this, outputs of marketing efforts can easily be
monitored considering marketing mix and here changes basically covers the marketing strategy
which has been developed by Cadbury.
Roles and responsibilities of a marketing function:
In an organisation the marketing department focuses on several marketing functions in
the form of produce products and services of the industry. There are some roles and
responsibilities of a marketing function in Cadbury are given below:
Market information- This is one of a crucial function of marketing department of
Cadbury basically pulls out the information related to demand and needs of consumers before
launching the product in market area. This function of marketing focuses on Internal or external
factors of market before the expansion of market (Lovelock, 2011).
Market planning- Under this, a marketing manager of a company like Cadbury basically
focuses on the creating plans and also develops a range of new strategies to extend sales of
products in the market segmentation. This is basically being done to improve brand name or
identity in a marketplace. It also includes in effectiveness in promotion, discount and offers and
so on.
Product designing and planning- In this marketing function it deals with designing and
development of new products in order to retain consumers. On the basis of regular changes in
product design is effective in attracting customers towards the product. Cadbury provide its own
chocolates in various packaging with effective wrappers, they have various shape, size and
colour. Cadbury keeps on everyday changing its product’s packaging. It also prepare effective
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media advertisements on the basis of regularity to attract more and more consumers towards
consuming their chocolate products in positive way (Joshi, 2012).
Exchange Functions- Marketing department of Cadbury identifies the market situation
and calculates the real requirement and demand of customers. The main purpose of this function
is to offer products and services according to customer's wishes.
Financing- This is being considered as one of a crucial function where, an advertisement
cannot be developed without finance. This could be understood with an example where
marketing manager of Cadbury has maintained relations with finance manager so that to develop
a proper budget considering both uncertainty and development as well.
As per the above represented functions of the marketing departments it has been
concluded that all different types of functions and role in order to make profitability of the
company as well as fulfil the demand and requirement of customers.
P2 Roles and responsibilities of marketing relate to the wider organisational context.
It has been analysed that for every single business organisation consist with a marketing
department and this includes sharing information about the products and services at various
market places. The marketing department of Cadbury is interrelated to different organisational
departments which contributes in the development of the company. The Interrelationship of
marketing department with other departments of Cadbury are explained below:
Marketing and Production: Marketing team of Cadbury communicate real wants and
demand of the consumer. In this situation, production department basically creates positivity and
which results into improvement of customers requirements. On the other hand, changes can
easily adopted or made by Cadbury through focusing on demand of customers (Huang and
Sarigöllü, 2014).
Marketing and research: Research department helps marketing team in identifying their
core area where they can find suitable customers for their products. It is being analysed that,
research department of Cadbury basically collects data related to different segments and their
needs. It helps marketing team in developing best suitable strategies helps in influencing
consumer buying behaviour. This directly improves sales of Cadbury and also contributes in
raising their profits (Clow and James, 2013).
Marketing and Human resource: If it is talked about interrelationship in between
marketing and human resource, it brings talented staff at workplace. It can be said that a
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marketing manager of Cadbury delivers knowledge to HR manager related to the market and
through this, HR manager could easily develop criteria on the basis they are going to recruit staff
based on there requirements (Brady, 2014).
TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives.
7Ps of marketing mix
(Source: 7Ps Marketing Mix, 2018)
Basis Cadbury Nestle
Product It is a multinational company
which is offering chocolates
since 1824. There are a range
of products like crunchie,
dream, 99 flake, and many
more are some of products and
services and here company has
used good quality of milk in
Nestle is an international brand
which founded in 1866 by
Henri Nestle. Their main
products are milk chocolates,
snacks and food items. The
main product of nestle which is
popular in world that is
Maggie noodle which creates
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Illustration 2: 7Ps Marketing Mix

order to make chocolates. highest sales for an
organization.
Promotion The promotion strategy of
Cadbury for every of it's
product is unique like for
Bourneville they have “you
don't buy a Bourneville you
earn it. It uses ATL as well as
BTL marketing but, the BTL
marketing is very good
concept as compared to other
brands (Baker and Saren,
2016).
Nescafe a brand which
specifically one of the popular
known product/brand and if it
is talked about advertising
history, it was launched two
decades before from its
production. It was the
promotional strategies of
Nestle among it's customer is
regularly maximising because
of the very good product
quality of Nescafe.
Price Pricing for Market Penetration
is basically being used by
Cadbury as there pricing
strategy. Here, this could be
understood with an example
where, Oreo a brand of
Cadbury which needs more
marketing to be on top as
comparison to other products.
The Cadbury chocolate dairy
milk is considered as premium
brand with the affordable
prices which do not need high
promotional activities.
Nestle uses Economy Pricing
and the prices of products and
services and this totally
depends upon market itself.
With the help of this, Nestle
gains a good range of profit
margins considering or using
cost cutting approach when a
situation comes in front of
them like recession.
Place The marketing strategy
followed in Cadbury is
Nestle is available in around
200 countries. They have their
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breaking the bull which is very
effective or essential for the
company in establishing
unique or different identity in
front of customers. The
distribution strategy of
Cadbury is attractive than
other companies. Cadbury
items are available in every
market area but supply in some
rural areas in not available
there in the regards of less
demand in those areas (Babin
and Zikmund, 2015). It is
being found that, Cadbury
performs its business in many
countries like India, France
and many more.
retail store availability in every
possible market area. Nestle
has a great distribution strategy
and it is providing its products
in different areas for building
strong relationship with
customers.
People Cadbury is focusing its
employees as customer as it
organizes different induction
and training sessions for their
employees to deliver a very
good quality of product and to
make a bridge between the
higher level of management
and the low level of
management.
If it is talked about Nestle,
customers and employees both
are treated as people. The
company ensures good service
to customers and employees
for increasing overall
productivity of organisation.
Nestle has around 3,20,000
employees around the world.
The target customers of Nestle
are children and youngsters.
Process Company mainly focuses on Process of Nestle considering
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over process of organisation
by which they implements
their business activities. The
organisation is following latest
or new technology in their
process in order to improve
quality of products to its
consumers.
on reducing level of wastage.
The company also allocates its
resources effectively or
efficiently to the employees or
team members.
Physical evidence Cadbury keep maintenance its
physical evidence through
adapting proper hygiene in the
stores which helps in attracting
more number of customers in a
effective manner.
Nestle is also using effective
interior in order to make
physical evidence. It also helps
an organisation in attracting
large number of customers
positively (Baack, Harris and
Baack, 2013).
TASK 3
P4. Marketing plan
Marketing plan refers to the blueprint which leads marketing team and employees as well about
all the activities which are going to implemented through an organization. In the context of
CADBURY, its marketing manager have effectiveand essential marketing plan which will
helpful for organisational performing their business activities accordingly in order to achieve set
goals and objectives. Marketing plan of Cadbury is given below:
Overview of the company
CADBURY is a well known brand in the world which deals in chocolates and many
more items. The company was established in 1824 by John Cadbury. This organisation provides
chocolate products to their customers that are involves in caramel, dairy milk, fruit and nut etc.
Manager of this company followed discount strategy in order to increase their sales.
Mission: Cadbury faiths in regular improving its quality of products for delivering high
class products to their consumers.
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Vision: The vision of CADBURY is to create a brand name which becomes first priority
of their customers.
Marketing objectives
 The main objective of company is to increase sales by 15% in 5 months.
 To develop CADBURY butterscotch crunch for enhancing market share by 20% in 2
years (Armstrong and et al, 2015).
STP:
It is defines as a three process which helps in the making of effective marketing plans.
According to this process organisation divides overall market on the behalf of various
segmentation. In context to Cadbury all the three elements of STP approaches are defined as
below:
Segmentation: It is the activity of dividing large market into small group of customers
which helps company in focusing demand of consumers with their needed products.
Segmentation has four components that is geographic, behavioural, demographic and Psycho
graphic. In this, top management team of Cadbury have chosen their market on the basis of
demographic segmentation.
Targeting: In this, after selection of segmented market the manager of Cadbury have
target youngsters as their core customers.
Positioning: In this, last process Cadbury evaluate their brand value according to the
needs and demands of their targeted consumers. It also includes in the image and reputation in
buyers mind at marketplace.
SWOT analysis of CADBURY
Strength
 CADBURY has their own distribution
channel and uses effective marketing
plans.
 It provides different variety of products
according to the budget of consumers.
As it prices are depends upon the size
of its products.
Weakness
 It is tough for the company to follow
new techniques or plans all the time for
their employees
 As per the changing present time
customers are more conscious about
their health which makes them strict in
order to eat chocolates which is offered
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by an organization.
Opportunities
 The company can comes into different
sectors like media. As there is a largest
scope in this filed for a well knowing
brand around the world.
Threats
 Enhancing prices of raw material is a
big threat for an organisation as it
decreases their profit margins.
 Number of competitors are maximise in
the same industry which decreases
overall market share of the company
(Ahmed and Rafiq, 2013).
Monitoring and Controlling: After conducting an effective SWOT analysis, it is required by
marketing manager to monitor all of the working activities of team members. This also
helps them in controlling unnecessary activities which do not contribute in revenue
generation.
CONCLUSION
From the above representative report, it has been identified that effective marketing
practices are very much crucial part for every organisation in order to enhance their products and
services at market place. It also explained about various marketing function which helps in
organisation in improving the level of productivity. Marketing department is also interrelated
with other departments of an organisation. Along with this marketing plan also helps in the
company in the form of implementation for pre planned activities and enhancing profitability of
Cadbury in a effective manner.
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REFERENCES
Books and Journals
Ahmed, P. K. and Rafiq, M., 2013. Internal marketing. Routledge.
Armstrong, G and et al, 2015. Marketing: an internal marketing.
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Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Joshi, M., 2012. Essentials of marketing. Bookboon.
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Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
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Online
7Ps Marketing Mix. 2018. [Online]. Available
through:<https://www.smartinsights.com/marketing-planning/marketing-models/how-
to-use-the-7ps-marketing-mix/>.
The Marketing Department. 2019. [Online]. Available through:<https://moz.com/blog/the-
marketing-department-of-the-future>.
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