Marketing Essentials

This essay examines the core principles of marketing, analyzing the roles of a marketing manager, current and future trends, and the importance of interdepartmental collaboration. Using Cadbury as a case study, the essay explores the company's marketing mix, marketing plan, and SWOT analysis, highlighting how these elements contribute to achieving marketing objectives.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P 1 Different roles and responsibilities of a marketing manager...........................................1
P 2 Roles and responsibilities of a marketing manager..........................................................1
Marketing definition and current and future marketing trends..............................................2
Different marketing processes................................................................................................3
M 2 Marketing and its inter relationships with other functional units...................................4
M 2 Importance of marketing role in organisation.................................................................5
Significance of having interrelations among all the departments..........................................6
P 3 Compare in ways of company applies in marketing mix of organizations for achieving
marketing objectives ..............................................................................................................6
P 4 Marketing plan.................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the activities of an organisation which is associated with the buying
and selling a product or services. It involves selling, advertising of product and many activities
(Bolton, Chapman and Mills, 2019). Chosen organisation is Cadbury which is British
multinational company. It is the second large confectionery brand after the Mars. Cadbury
known for the dairy milk chocolate and many other confectionery products. This report discusses
about the marketing concept involving current and future trends and the role and responsibility of
marketing manager. This report further discusses about the marketing influences and interrelates
with other functional department of organisation. In addition to this, this report compare the
ways in organisation use elements of the marketing mix to reach out the business objectives. This
report also evaluate a basic marketing plan for a firm.
P 1 Different roles and responsibilities of a marketing manager
Develop marketing plans and strategies- it is very important for the marketing manager
to identify the consumers needs and wants to deliverer them quality product. Strategic planning
is the process of the manager for developing and maintaining balance between organisation
objectives and resources and changing marketing opportunities (Bolton, Chapman and Mills,
2019). It can take the place at four types of level such as- corporate, division business units and
products.
Marketing information system- marketing manager needs a marketing information
system to analyse the product, planning and implementation, for the controlling.
Monitoring marketing environment- managers should identify new trend and convert
them into the opportunities according top changing global scenario and marketers and
environmental forces. They can include demographic segmentation, political and legal forces
(Drucker, 2020).
P 2 Roles and responsibilities of a marketing manager
Marketing research- it is the basic responsibility of marketing manager to conduct
market research, so they will be able to know about the specific needs and wants of the
consumers. It will be more helpful for the company to expand their business in different
countries (Kiráľová, 2019).
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Direction and co-ordination- a marketing manager has the responsibility of sales
executives, assistant and other staff members. Coordination is promoted by the marketing
manager. It helps to minimising the conflicts and bring out unity in diversity.
Controlling and activities of employees- marketing activities occupies a central place in
marketing management. This managerial activity includes defying authority, timing of the
activities loyal staff of the organisation would be always ready to work for the firm .manager is
responsible for building brand awareness and positioning (Gupta and Singh, 2019).
Marketing definition and current and future marketing trends.
Marketing is a business process which includes all the activities such as- buying and
selling of the product, advertisement and delivering products to the consumers. It is an activity
and set of principles for creating new products and services, communicating with the customers,
and delivering the products and offering new valuable products to the customers (Drucker,
2020).
Current marketing trends-
 Marketing mobile
 Pinterest
There are many elements which plays an important role to increase the marketing
performance activities. Cadbury has found that partner marketing is a possible marketing
solution for the firm. All the marketers of the Cadbury are identifying different valuable partners
and rewarding them because it will be helpful to bring new customers
 This marketing trends is the commonplace as a marketing tool for all small and big
brands. Virtual reality will be helpful for messaging and targeting their audience.
Cadbury is using the virtual reality based marketing trend to target their customers
(Gupta and Singh, 2019).
 Nowadays this trend is using by the most of the people they are using their cell phones to
promote their products and services. There are many organisations which has created
email temp lets and software application for the marketing of their products.
Future marketing trends-
 Content marketing trend- There are many organisations which are investing behind the
content marketing resources and they are playing for the content advertisement Because
approx 47% buyers view more than 5 pieces of the content before engaging with the sales
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and approx 70% customers would rather learn about the new products and services
through the content than traditional advertising (Hill and Rosselot, 2019).
 Native advertising-When the brand pays invest behind the feature content on a third
party website that means, they are adverting behind the native advertising. The purpose
ogf this advertising is very simple, it includes naturally, organically advertising the
product within another climate such as- video, graphic, and publication.
 Social media marketing trend-It is an important part of business marketing strategy
because it helps to connect all the brands authentically with their customers and provides
fun (Drucker, 2020).
 Importance of marketing role-
 It helps to determine the need of the customers through research and by observing
and quantifying the sales patterns of same goods and services in different market place. It
is very helpful to modifying the existing products and creating new products to match
them according to the needs and wants of the customers (Powell and Osborne, 2020).
This approach is also helpful to determine the to how to reach the potential customers to
make them aware about the products and services of the company. It will be helpful to
create marketing campaigns based determinations of the most effective and efficient
ways to reach out the potential customers. It helps to build the relations with the
consumers via follow up about the sales campaigns and other loyalty programs.
 Responding to customers with ongoing products' development
 All the successful organisation do not realize their products and move on top new
products they like top stay involved with their current products. For an example – apple
has adopted this strategy with frequent updates of existing software. This will be helpful
to keep involved wit the customers. Just because of that apple one of the highest loyal
customers' satisfaction on the ranking among all the other brands.
Different marketing processes
Marketing processes steps-
Analysis the opportunities' in market- it is a first element of marketing process to analyse
about the marketing opportunities in the market. All the marketers of the company will find out
the needs and wants of the customers because opportunities are related to the needs and wants of
the customers. It will be very beneficial for the Cadbury in the long run success so that company
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can work more effectively. Cadbury is using marketing information system (MIS) which plays
an important role in providing the useful information about the different markets.
The company can also conduit the market research which will be helpful to know about
the valuable informations of the consumers, marketing trend, and competitors after that cadubrry
will identify the potential opportunities from the collected information of different market
segments (Johnston, 2019).
Selection of target market- it is the most important process in which target customers are
selected. The company will conduct market research abut a specific segment of the comket in
order to choose the final customers. Cadburyn should follow certain steps-
Market Segmentation – according to this process whole market will be divided
according to the units of the customers, similar wants of the customers, behaviour and interest.
Market targeting- company will use the simple rule for selecting the target units of
segment that must provide an opportunity to the organisation to create potential customers value
in the long run. Cadbury ha the option to satisfy the needs and wants of the consumers of one of
to segments. Cadbury has another option to divide the whole market into different segments and
offer different products and marketing mix strategies to each segment of the market.
Market positioning- according to this process, products of the firm, in the mind of the
customers as compared to the products of the competitors. In other word Cadbury always g try to
maintain a specific perception in consumers about the products. The whole marketing program of
the Cadbury must be focused on to identify the positioning strategy. Positioning can be effective
when organisation provide the competitive and effective offers to the customers. It will be
helpful strategy for the cadbusrry to give the maximum value as compared to the offering of
customers(Drucker, 2020).
Development of marketing mix
It is composed of certain elements of market which are mixes by the organisations to generate
certain desire response the targeted segments. The marketing mix is composed of the following
four p's and these are written below-
Product- it refers top the offering goods and services to the market by the Cadbury.
Price- it means they money paid by the customers to buy the products of therm company.
Place- it manes the surety about the availability of the product in the market.
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Promotion- it is all about the efforts by the organisation to make sure about the sales of the
products.
Management of marketing efforts – it is an action phase of the development marketing
programs which suitable marketing mix is set for a target market (King, 2019).
M 2 Marketing and its inter relationships with other functional units
While marketing manager develops the market plans it requires close link with other
functional units of the organisation.
Operation management and production-it is very necessary for marketing department
to work closely with production department. Research and development should be planned top
satisfy the current and future needs of the customers. It will be helpful for the productions'
department to manufacture the time according to quality and design specification which is laid
down by the customers. The volume of the items generated by marketing can be met with in a
specific time period (Liu and et.al.,, 2019). It will be helpful for the set out the deadlines that can
stretch the capabilities of the production department. It will be helpful for the marketers to get
the product as soon as possible to ensure about the competitive advantage, production
department can test the product to be ensure about the products that they will repair and replace
defective items sop they can meet health and safety requirements.
Finance department - it is very necessary for the marketing department to work closely
with the finance department because it will be helpful to make the budget meet the needs of the
customers, promotion and distribution because finance department keeps whole organisation
brief to ensure about the business operations for its financial capabilities (Hill and Rosselot,
2019). They allocate the budgets for the organisational activities. It is very important for the
marketing department to focusses on the sales volume and building market shares. While the
finance department will focus on the Cash flow and covering the cost.
Human resource management- marketing department need top work closely with the
human resource management to ensure about the specific skills and staffing levels for the
researches and nondevelopment oft new products and ideas. It will be helpful to maintain the
production targets. It can be also helpful to create an ambitious and competent sales team. HRM
department has responsibility of recruitment and training demands from across the firm. It will
be helpful to balance obligations to marketing with other departments
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Significance of having interrelations among all the departments
Building trust between teams-
Accurate and effective communications helpful to build the trust among departments.
When departments starts to trust on each others to transfer informations to other department. It is
very helpful to eliminate extras facts checking steps of the informations which can slow the
productivity process. So the functions should avoid all these kinds of stuffs. It is very helpful to
provide better customers service (Rodionov, Shashlo and Guanghai, 2019). Interrelationships
also helps top increase the efficiency of communication. It helps to avoid the conflicts among
departments. Marketing mix is most foundational element of marketing. It defines the strategies
that company uses to meet its target customers. It includes products, place, promotion, price,
packaging, positioning and people
P 3 Compare in ways of company applies in marketing mix of organizations for achieving
marketing objectives
Marketing mix is investigating the brand or company which includes 4P's such as
products, price, place and promotion and state marketing strategy of company. In this context,
different marketing mix strategy of Cadbury and Nestle in such ways:
Marketing Mix Element Cadbury Nestle
Product Cadbury has range products
such as Bubbly, Dairy Milk,
Creme Egg, Bournville, Oreo
and other items.
Nestle has offered various
products such as dairy
products, chocolates, beverage,
ready to cook foods like
Maggie pasta.
Price Cadbury has offered prices of
products as per the quality of
goods. Like Bournville. The
price is very high of this
product (Rohm, Stefl and
Saint Clair, 2019).
Nestle follow competitive
pricing strategy which id
depending upon competitors,
product quality.
Place Cadbury has high distribution
channels, so that, it has high
Nestle follow FMCG
distribution channels for
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impact on international
market.
impact on overall world.
Promotion Cadbury promote their
products through social media
ads, posters, newspapers etc.
Nestle focuses on extensive
advertising and marketing for
their brands and products.
Process Cadbury shows on developing
their marketing action (Hill,
and Rosselot, 2019).
Nestle directs on online
presences to increase
marketing of products.
People Cadbury has followed user
central approach for
satisfaction of consumers
needs and wants.
Nestle focus on workers for
their high level of satisfaction
and large invested in their
training and development.
Physical Evidence Cadbury has focus on
packaging of products to
attract the consumers.
Nestle direct on delivering
time of product and services to
consumers.
P 4 Marketing plan
Introduction –
Cadbury is a famous food produce it deals with food products and which are made with
chocolate. The food products of this company are favourite food for the children. The company
is well known for daily milk chocolate. Cadbury has adopted its vision into an action which is
the strategic plan of the company.
Marketing objectives-
The company is wants to produce new product that is energy drink on different occasions
such as – festivals. Cadbury wants to sell new products from the small, stores thorough their
distribution channels. The company is going to expand its business in international market.
Company is also wants to improve their marketing channels and strategies which can be helpful
to make their products more popular.
 To increase the sales of 20% of new product that is energy drink
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 To growing market by offering the every segment in wide context (Palmatier and Martin,
2019).
Market segmentation
Company has divided the market according to geographical and demographical and
psycho graphical segments which is going top help them to identify their potential market.
Cadbury has divided its market according to the size of the cities according to geographical
segment. Demographical, Cadbury is providing these products through the marketing according
to the age, genders and income of the persons, physiography segmentation, Cadbury is dividing
their products according to the attitude, life style and motives according to the preference of
brand products of customers. Cadbury identify the segment such as demographic, behavioural
etc. for targeting consumers group in the marketplace. This help to determine the needs and
wants of consumers in the market
Market Targeting
Cadbury focus on demographic segment such as 12-45 age group, high income level etc.
for targeting the customers. This help to fulfil the requirement and needs of consumers in the
marketplace.
Product differentiation and positioning
Cadbury is a leading food product organisation which deals with many segments. Food
products of the firm are used for the various purpose such as – young generation like to eat all
these products because it makes them happy. All the teenager like to eat these products for their
adventure. Most of the children likes its taste and they get the small gifts for the shape (Palmatier
and Martin, 2019). Cadbury directs on create top position by launching new products in the
market.
Marketing strategy-
Cadbury is maintaining its effective marketing strategy of distributions and brand equity
to provide their products to the customers. Company is selling their products from the small
stores and using the effective distribution channel to create the competitive. The company is
providing the products on the contribution basis (Drucker, 2020). The company has maintained
such effective strategy to meet the needs and wants of the customers and other age groups of the
customers. Products of this company are sold at all small and big cities and through their
effective distribution channels.
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SWOT Analysis
Strength: The high brand equity and top chocolate brand is the strength of organization.
Powerful brand recall and consumers loyalty between consumers of Cadbury that also strength of
business. There are broad range of products and strong research and development as well as
invention in chocolates which are strengths of Cadbury.
Weakness: Cadbury is highly dependent on confectionery and beverage market whereas other
challengers like Nestle. Company face weakness in relation to some controversies of advertising
etc. made global news. Any kind of regulatory plan which can attempt to high tax on sugar and
fat foods which are highly effected on overall company.
Opportunities: Cadbury create chance to increase reach in rural market and diversify their
products range into related food sections in the marketplace. They increase penetration in
undeveloped market.
Threats: Company face threat in relation to increase cost of raw material, inflation rate etc.
Higher competition form international and localized chocolates brand effects the market share of
Cadbury.
Marketing Mix-
Product- Cadbury has range of products in terms of different chocolates such as Bornville,
Bubbly, Orea and so on. Now, they want to sell new product that is energy drink in the
marketplace.
Price- Company use penetration pricing strategy for launching the new celebration pack in the
marketplace (Bolton, Chapman and Mills, 2019). This pricing strategy is also useful for new
product that is energy drink in the marketplace.
Place- Organization focus on rural area for introducing the new products by increasing the
distribution network in the marketplace. Company will focus on emerging market for new
product that is energy drink within the marketplace.
Promotion- Cadbury focus on children and youngster for promoting the new product that is new
celebration pack in the marketplace. Company will be promote the new product that is energy
drink on social media platforms like Facebook.
Process: The company is selling new product energy drink directly to consumers at their physical
shops.
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People: Cadbury needs to focus on employees for promoting the new product energy drink
within the marketplace.
Physical Evidence: Cadbury has already to make logo on their new product energy drink to
attract to consumers.
Budget-
Development of website £20000
Marketing Campaign £35000
Use of Social Media Platform £25000
Promotional Brochures like Television ad £29000
Tools and Evaluation
For new product development, Cadbury will follow tools and techniques for evaluation of
marketing plan. For that, they are analysing their sales for last year. This will help to introduce
the new product that is energy drinks.
Return of investment-
Cadbury is performing various strategies to promote their products in the different market
and earn profit through different activities. It provides the funds to accomplish different
activities. Cadbury will reach out their desire goals and return of investment through the
marketing campaigns (Hill and Rosselot, 2019).
CONCLUSION
From the above study it has been concluded that marketing plan plays an important role
in any organisation for developing business and in making a goodwill in market. The proper
management of 7 PS of marketing, helped organisation to achieve their goals. Segmentation
according to age group, targetting special group of segment and price positioning also help firm
to maximize profits and fulfil the customers needs. Marketing interrelated with the other
organisational functions of organisation and it helped company in achieving team goals. Current
and future market trends of marketing helped manager in knowing the needs and demands of the
customers that directly helped organisation to maximize profits and sales.
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REFERENCES
Books and Journals
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Kiráľová, A., 2019. Sustainable Tourism Marketing Strategy: Competitive Advantage of
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