Role and Responsibility of Marketing Function in Cadbury

This report discusses the role and responsibility of marketing function in Cadbury, including the concepts of marketing, market research, product design, and the interrelation of marketing with other departments within the organization. It also compares the marketing mix of Cadbury with another organization and presents a marketing plan for Cadbury.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAINBODY....................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain the role and responsibility of Marketing function....................................................4
P2 Discuss how role and responsibility of marketing is related with other departments within
organisation.................................................................................................................................6
TASK2.............................................................................................................................................7
P3. Comparison between the marketing mix of two organisations.............................................7
TASK 3..........................................................................................................................................10
P4. Marketing plan of Cadbury.................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Marketing can be defined as set of activities that a firm undertakes in order to promote
the buying and selling of a goods and services. In which it includes advertising, selling and
delivering of goods to consumers or other business units. Marketing is considered as core
business which is carry out by organisation so that the management team of marketing will be
able to promote its business function in a effective way (Schaefer, 2018). The present report is
based on Cadbury, which is a British multinational confectionery company. This is the second
largest confectionery brand across globally. This company was founded by John Cadbury in year
1824. They operates their business and serves products like Bournvita Biscuits, Bournvile, Dairy
milk, and many mores. In this report discussion about role of marketing with firm is carried out.
Along with it, internation of department with marketing is explained. Apart from this it includes
a comparison between different firms on the basis of marketing Mix so that company will able to
achieve its goal in effective way. At the end of the report a marketing plan is going to be
developed for Cadbury so that they can fulfil their business functions.
MAINBODY
TASK 1
P1 Explain the role and responsibility of Marketing function.
The marketing term refers to an effective process which make sure that each and every
individual become familiar with the product or services that is offered by company. For this
same company need to opt some effective strategies related to promotion (Davis, 2017). This
will assist the management team in order to retain their potential consumers for a larger period.
For the same the management team of chosen firm need to considered some marketing concepts
so that it will become easy for them to carry out all function in proper and effective way. In
which some of the essential concep0ts of marketing is discussed below:
Manufacturing concept: The term manufacturing refers to the conversion of raw
material into finished goods. In which this concepts is mainly based on an approach by which
company can increase its supply with cost reduction method. As well as, it is also found that firm
are mainly shows their focus towards production process as they believe economy scale is
deepened on that. So with the help of mass production, they will be able to decrease the cost
price per product and increase profitability (Pooler, 2018). This is the concept which need

modification over the period of time as management team wants to deliver good quality products
to their consumers as well as innovative too for the retention of potential consumer.
Selling concept: According to this concept the main highlight of this elements is that
consumer need to purchase all products of company only when the company offers their products
in aggressive manner. In which the main motive is sell their products along with it to create
relationship with consumers so that they will able to sustain their expected buyers. The concept
of selling need to developed in each year as firm believes in developing the effective relationship
rather then just only selling the products.
Product concept: This concept is mainly based on assumption as people will prefer hight
quality product even if the prices is too high. For this management team need to adopt some
advanced technologies in order to increase the sales and profit of company.
Marketing concept: In this consumers are the main focus or centre point for firm. In
which mangers provides good and service to their consumers on the basis of their requirements.
This will remain same for a longer period of time as the customers are the king and products are
developed for their satisfaction according to their needs.
In addition to this there are various roles and responsibilities of marketing function within
Cadbury and these are as follows:
Market research: This has been analysed that the marketing research is the main role of
marketing section as they need to analyse all trends and preferences of consumers. And this will
assist them in making effective strategies and policies on the basis of the requirements of
consumers (Appah and George, 2017). In context of chosen firm Cadbury, the role of marking
team is to Carried out marketing research in effective way so that they will able to reach all
potential buyers,
Product design: This process is mainly focused on developing new and innovative
products for which is it important to design product in effective way. So that company will able
to attract and influence lager number of people towards their products. In context of chosen firm
if their marketing manger will so the same then they will be able to gain competitive advantage
at marketplace.

P2 Discuss how role and responsibility of marketing is related with other departments within
organisation
In an organisation , marketing function is consider as the crucial and essential elements.
In a business unit, the function of marketing is interrelated with the other section of company too
in order to attain the goal of company (EconParsons and Lepkowska-White, 2018). In context of
chosen firm, the interrelation between all departments with marketing is mentioned below:
Marketing and finance: The function of finance department is to mange the outflow ad
inflow of cash within company. In which if marketing department need to invest money on
promotional activity then they need to ask to finance section. Which means the marketing team
need to involve finance team in order to devise promotional strategies for getting success in
execution.
Marketing and HR: the role that is performed by the HR manger is to recruit, select and
appraise their employees within firm. Whereas the function that is performed my marketing team
is to carry out promotional activities. This is only carry out with the hep of some tools such as
social media, digital media. So that there is a requirement in company who have proper
knowledge about all thee tool. Now marking team will assist HR team to fill vacant position for
promotion. In context of chosen firm, when a need is arise for a candidate about promoting
product and service that time both marketing and HR team will involve.
Marketing and production: role of product team is to produces goods and services on the
requirements of consumers now it is the responsibility of marketing team to identifies the
requirements, trends and preferences of consumers so that production team will able to produce
such type of goods which satisfy the needs of consumers. In relevance to Cadbury, the marking
manger of company will do research in order to find out the demand of consumer that then they
will guide to production team to manufacture the goods according to the requirements of
consumers
Marketing and selling : The main objective of each and every firm is to increase the sale
and profit margin of company. This is possible only if the potential consumers of company will
retain and sustain for longer period of time. This could be achieve by offering good quality and
unique product to consumers (Pantano, Bassano and Priporas, 2018). In context of Cadbury, for
selling goods in effective way the involvement of both marketing and selling team is essential.

From above discussion it has been that in order to run the function of company in
effective way for the accomplishment of organisational goal, it is important to maintain
relationship with all departments so that company will able to achieve its predetermined goal
within stipulated time.
TASK2
P3. Comparison between the marketing mix of two organisations
Marketing mix refers is strategic approach which is used by entity with aim of promoting
brand in market. It is time consuming process as it requires a reliable information in wider
market (Deepak and Jeyakumar, 2019). It is essential to use strategies & tactics so that goals are
achieved in proper manner. With help of marketing, it become easy for enterprise to make
decisions in correct way. So, enterprise which are Cadbury & Nestle has been & comparison
has been done on the basis of marketing mix approach.
It comprise of seven components which are further explained below-
BASIS CADBURY NESTLE

Product A product refers to any thing which is
meant for sale. In relevance with
chosen entity they have large number
of product portfolio such as dairy milk,
five star, eclairs etc. With this large
portfolio, they generate profit and sales.
In this firm, they also have
large number of products like
Nestle slim, milk, Maggie,
milky bar etc.
Price A price refers to value which is put to a
product. It is necessary to have price of
product so that exchange process is
carried out properly. In reference with
selected enterprise, they uses pricing
strategies in business. For example-
They used skimming price on their
products in which prices are relatively
set higher (Polonsky, 2017).
In this, price in being viewed
as important part which is
focused by every customer. In
relevance with chosen entity,
they uses various typs of
pricing strategies from premium
to super premium depending
upon demographic variable.
Place It is also an component of marketing
mix in which a place refers to location
of firm fro where products are
distributed. It is important to have
convenient place so that customer are
easily accessible to it. In relation with
selected firm, they have physical stores,
wide chain of distributors or retailers
worldwide & products of company are
available worldwide from small shops
to luxury malls.
In this, they also have stores
and retailers worldwide on the
basis of they are able to sell
products globally at larger
scale. They also have large
distribution channel which
assist makes it easy for
customers to consumer products
properly.
Promotion In this element, promotion refers to
promoting and advertising of products
Nestle paid a huge amount on
their promotion of a brand

in market with use of tools. In relation
with selected entity, they use various
types of tools such as social medial
tools like Facebook, You tube etc. It is
necessary to promote a brand so that
customers are aware about new
products and company portfolio.
(Petrescu, Krishen and Bui,
2020)). They uses both
traditional & digital marketing
for promoting of their products
at wider scale. Therefore, it is
crucial to use these promotion
method so that access to
customer is easy.
Physical evidence In business sector, it is necessary for
entity to have physical evidence of
company so that end users are retained
for longer period of time. In context
with chosen corporation, they too have
physical evidence like stores,
pamphlets, campaign of a brand etc.
Physical evidence is also
carried out by this company like
documentation of paper work,
stores etc.
People In this component, these are those
who encounter with customer on daily
basis. So, Cadbury have people such as
sales man, retailers etc.
In relevance with selected
entity, they also have people in
their firm who assist in carrying
out all the activities. These
people includes distributors,
customer sales service people
etc.
Process It refers to process in which it reflects
how distribution or production process
is carried out (juska, 2017) In
viewpoint of this firm, they have large
number of retailers, distributors etc.
In context of organisation, they
with wide and long chain of
distribution channel they too
have retailers worldwide
through they carry out these
process in appropriate manner.

After analysis of above matter, it states that it is necessary to use this strategical
approach of marketing mix so that objectives are achieved and resources are achieved in most
efficient manner. With proper market analysis, it is easy to use component of this approach
effectively (Katsikeas, 2018). Moreover, it is duty of manager to make assure that correct
information is gained by management so that marketing mix is carried out in effective way.
TASK 3
P4. Marketing plan of Cadbury
Plan
Start-up as well as the constant growth of business require relevant and fruitful marketing
plain which can result as success of business, marketing plain is a kind of analysis and
documentation of different components, function which have to be involve and accomplish for
the success of the brand or business, its plaining for the upcoming year (Sun, Price and Ding,
2019). There are the different course and steps of marketing plain given below. Company overview: - Cadbury headquarter is stabilised in Bridge, West London its
multinational company of British, Cadbury is a famous brand producing different kinds
of products such as chocolates and other milk products. Providing good quality, good
taste, mouth-watering products, it is world famous brand people of every country buy it
on every occasions of their culture. Most effectively it is known for its chocolates
varieties export their product through 200 nations. Vision and mission: - Cadbury mission is to work smart with different countries for the
production of more innovative products with tempting taste (Folinas and Fotiadis, 2017).
A product which can attract customer and create love of it on consumer’s mind, which
results in uncontrolled growth of customer demand.
 Objective: -Its aim is to increase their productivity by inventing new processing
techniques and recipes, and launching of new products, which aid to get success in
market place, e.g. new products is can be different chocolate drinks with variety of
flavours, they want to cover almost 25% shares of market. This refers to logical tool that is mainly used by organisation in order to analyse the
strong factors and opportunity for gaining success at the market area. On the other side it

helps in analysing the threats and weak factors that firm is required to execute for
enhancing their business performance at the market place. The SWOT analysis of
Cadbury is evaluated below as:
SEGMENTATION
The segmentation of Cadbury defines the market capturing by the product. Cadbury
divides their market in different form to established a profitable market. The segment scenario
formulates a strategy to reached on customer by segmenting them in different region, behaviour,
and also with the base of purchasing power.
 Psychographic segmentation- the segmentation is done on the basis of product size bars,
large bars and small bars.
 Geographic segmentation- divided in urban, semi urban and rural. Behavioural segmentation- Cadbury plays vital role at the time of festive season where
they hit customers by beautiful line like “is taoyhar kuch meeta ho jaye”
TARGETING
Target market is to aim the making strategy for the target group of customer. The target
group of customer have a potential and ability to purchase it. Cadbury always target teenager
between the age group (10-16). now they target youngster by advertising. Cadbury also targeted
every occasion and festival by advertising his product (Charlton and Cornwell, 2018). They
create a perception that without Cadbury product the festival will incomplete. Cadbury put
majorly of product as gift basis in the market.
POSITIONING
Cadbury gathered their market and positioned himself by creating brand image, customer
taste and preferences, brand awareness, and by emotional connectivity. Where Cadbury
formulate an image as a success brand. The consistent variation and change of product, new
flavours, new taste helps Cadbury to positioned as a brand in market. Which create trust, loyalty
with the product. Cadbury placed himself as a pinnacle of brand value by associating itself with
Emotion, culture, tradition and celebration
The above terms formulate a market strategy that helps the Cadbury to be success brand.
That’s why Cadbury positioned himself in market for a long time.
Strength Weakness

 They are having good brand recognition
at the market area that help them to
achieve leadership position.
 The presentation of appealing &
designing commercials it’s their greatest
advantage.
 The concept of brand loyalty is the most
effective advantage as customers are
giving preference to Cadbury over other
brands (Folinas and Fotiadis, 2017).
There are a lot of controversies about
the brand that may put an adverse
impact of its sales as well as
profitability.
Nowadays, people are more health
conscious, thus they avoid to have
chocolates
Opportunity Threat
 It can target rural areas by enhancing
logistics services.
 Cad bury can undertake diversification
by adding some new products in existing
product mix.
 Company can get an competitive edge
by including new flavours and variants
in product.
 Cadbury is serving global
audience that make it essential to
have efficient distribution
system. That incurred huge cost
to company and minimizes its
profit margin.
 There are ample of other
competitors such as nestle and
other are present at market place
that are providing products on
relatively lower price.
 There are ample of other
substitute available for product
in market.
Budget: - It is defined as statement which represent the amount this is to be paid by firm for
performing activities at the market place (Polonsky, 2017). The undermentioned table shows
the budget required by Cadbury for their business operations

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 7500 13000 14500 19350
Investment 12000 14000 28500 32000 14500
Total 19000 21500 41500 46500 33850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
From the above budget it can be concluded that for performing business activities and
developing plans for promotion of new product related to Cadbury at market place named as
Cold Coffee by Cadbury with estimated budget of 14000£ which will be spent on promotional
activity.
CONCLUSION
From the above business report, it can be concluded that marketing plays an important
role in promotion of goods at the market area. This is valuable factor for developing awareness
about the products offered by company so they can easily enhance their sales volume. Marketing
functions are interlinked so they had to coordinate with other department for achieving desired
outcomes. Furthermore, marketing plan is helpful in analysing the actions that are to be
performed by them for achievement of set business objective and goals. Marketing plans helps in
analysing the budget required by firm for promotion of their new product.

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