Impact of Marketing Strategies on Consumer Goods

The assignment delves into the effects of pricing strategies, integrated marketing communication, and social media marketing on consumer decisions when buying goods. It analyzes how these strategies impact consumer behavior within the context of modern marketing practices.

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 wider organisational context...................6
TASK 2............................................................................................................................................9
P3 Comparison of application of marketing mix by different organisations for achieving
business objectives......................................................................................................................9
TASK 3..........................................................................................................................................11
P4 Marketing Plan.....................................................................................................................11
CONCLUSIONS............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing function are some set of activities that are conducted by marketing department
for bringing higher efficiencies and effectiveness in task conduction for capturing larger market
share along with higher market share. This department is quite useful in popularising company
and this is also efficient in transforming a company into brand. For growth and success of
business by analysing new product development (Al-Ekam and et. al., 2012). This function is
quite useful in enhancing product's quality by keeping en eye on manufacturing activities along
with this, marketing also works for make improvisation in sales volume by promoting products
and services of company. Main focus of this assignment is based upon Cadbury company which
is operating its business functions in and outside United Kingdom. Industry in which corporation
is dealing is confectionery. Cadbury was founded in 1824 by John Cadbury and firstly, product
that was launched was dairy milk chocolate, a dairy product. Main aim of company is to make
improvements in quality of items to convert firm into brand.
TASK 1
P1 Key Roles and Responsibilities of Marketing Function
Marketing is defined as process that works for delivery products and services to
customers by working on initial concepts that was converted into finished goods. Marketing is a
function that has four aspects and these factors are called as marketing mix. Name of
components are product, price, place, promotion. When activities of marketing is defined, there
are some points that must be consider by manager: Need: This is a basic necessities of a person which are important in survival of individual.
For example, clothes, food, water, security and basic education. Wants: This type of requirements are raised after satisfying needs. Wants are not
permanent because this shows continuous changes. This type of desires could be hold or
stop for undecided time. For example food is a need then Cadbury is a want or desire.
 Demands: When a person is having sufficient buying potential to purchase products and
services than it is called as demand. For example, if a person is having prominent income
and willing that allows them to purchase items from Cadbury then it is a demand
(Arguello, 2013).
Development of marketing Trend: There are some trends which is to be considered as trends of
marketing:
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Sales Concept: In earlier times, vendors were focused on selling products that they had
manufactured. Main attention was given to ultimate sale and quality of product, taste and
preferences of customers, market demands were ignored by vendors.
Product Concept: This was evolved right after sales concept. In this era, business owners
were started paying attention on quality of products. For example, business owner got the fact
that they can increase their sales volume by enhancing quality of product. Once lesser sale
volume is okay but compromise with quality of products could not happen as this is a core idea
of business (Bačík, RŠtefko and Gburová, 2014).
Marketing Concept: When business owner were felt that they not enough in increasing
sale by developing better quality of products and services then vendors felt need of a proper
publicity of business operations in order to attract more number of buyers. Marketing is a
function that includes all activities from concept development to delivery of products and
services. This concept suggested that a product could be sold by taking assistance of appropriate
promotional tool as quality of item has been focused in product concept. Then new concept pays
attention on making some increments in all activities along with paying attention on publicity of
business items and facilities.
Above are some trends that are developed one after than other. Main reason of these
developments are increments in business operations in order to enhance quality and customer
base because purpose of corporation has been increased and shifted from profit increment to
acquisition of market share. Below are some future trends that should be considered by
marketing manager before formulating strategies for business.
Future Trends: There are some new trends in marketing and these are increments in
efficiencies of operations along with use of promotional actions. In future online advertisement
will go hike because of rapid increase in number of internet users. This action is helpful in
making products and services eye candy in market. In context of Cadbury, people are becoming
more aware about health consciousness and are refusing purchase of high calorie products so it is
required from marketing manager that they should manufacture those products which should
possess low calories and must be good for health point of view (Bačík, Štefko and Gburová,
2014).
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Effect of External Environment on Marketing Activities
There are various extrinsic components that have their impact upon marketing activities
and which are described as below: Technology: There are lots of emerging technologies that provide positive help in
marketing functions. For example Cadbury was used some advertisement on television
but now there are many options like internet, social networking and online marketing
because people in lots of numbers are using internet. Legislations: Reason behind becoming a globalised products of Cadbury is legal
formalities of country. Those nation had less form on the behalf of legislations which
invites Cadbury by using their less complicated laws.
 Political: Marketing department of Cadbury always focus on tax policies of country. For
example, Cadbury is making more profits in those nations whom are having flexible tax
regulations (Baker and Magnini, 2016).
There are some other factors like social, environmental, stakeholders etc.
Structure and Operations of Marketing Department:
Structure
(Source: Organisation of Marketing Department, 2018)
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Illustration 1: Structure of Marketing Department

Operations and roles of Marketing Department: There are many operations and activities are
present in corporation that marketing manager has to possess. These functions are described
below: Distribution: Marketing manager has to distribute finished products among all retailers
and whole sellers so that mediators should ensure efficient delivery and serving of
products to consumers. This is also called as physical distribution. Cadbury is using
prominent distribution functions like appropriate logistic tools and good transformation
system. This term is possessing some points that are stated as beneath:
◦ Customer Service: In context of Cadbury, company is running a program that is “How
big is your bite ?” According to this campaign, firm is rewarding those who have
sweet tooth that is meeting by giving them chocolates bite. Reward is data and airtime
which is linked with number by purchasing five collective bar from product portfolio.
◦ Order Processing: This is a platform which is used by company to record data that
are associated with orders, demands and deliveries.
 Selling: Marketing function also focused on making improvements in sales volume by
enhancing quality of products and services (Cleverley, 2017).
 Financing: Marketing department also seeks for funds that is allotted by finance
department in order to run all activities in smoother manner.
 Marketing Information System: This system is especially designed for marketing and
comprises collecting, storing, analysing and distribution of data according to need on
continuous basis.
Difference between marketing functions in B2C and B2B aspects
Basis B2C B2B
Product As Cadbury is dealing in food
products then quality of items must
be checked and should belongs to
high quality measures.
For B2B purpose, product along
with service of Cadbury company
must be in good condition so that
business clients could be happy.
Price Rate of product must address income
level of customers so that client could
make purchase of Cadbury items like
In this section, value of item must
belongs to business consumers and
per item price is less than that
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chocolate, cookies, gems, bars. which is served to customers.
Place Cadbury placed its products in market
by taking help of appropriate logistic
methods.
Business clients of Cadbury are
using their own transportation
system for purchase products.
Promotion Cadbury is operating in customer
based products so that they are using
some prominent techniques like
rewards of mobile data and airtime.
Company does not focus on
business clients because these are
less in number.
Selling Main attribute of selling functions is
appropriate publicity tools along with
right logistic functions.
Sales volume is low in sector of
business to business consumers.
Finance Cadbury is using more finance on
customer based activities because
consumers are low.
Minimum amount of financial
resources are spent on business
customers.
Marketing
Information System
Data related to customers must be
stored by technologically so that
accurate information could be used in
business operations.
Less customers which do not
require to gather data.
Marketing-mix of Cadbury Company
Product: Association is producing food products that must have better quality which
should be gained by following all health measures so that future uncertainities could be
eliminated.
Price: Generally rate of item of Cadbury company is high which is not in budget of
middle and lower-middle class persons of society. Corporation is required to produce low priced
products for fascinating more number of buyers from low class of society.
Place: By taking help of adequate transportation system, Cadbury is able in making on
time delivery of products. For example, when venture launched special hearted chocolate for
valentine purpose then this item was already available in market and this situation was happened
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due to appropriate transportation system which firm is using in every country in which
corporation is dealing (Desai, 2013).
Promotion: Cadbury is quite in promoting goods and services of products and services by
taking help of many tools. For example, technological marketing like use of internet, television,
emails, development of websites etc. Other tools are rewarding, discounts, gift vouchers etc. to
attracts low income level also (Dudu and Agwu, 2014).
P2 Roles and Responsibilities of Marketing relate to wider organisational context
Marketing as business function: With in an organisation, marketing is a one of the
important function through this firm are able to gain high market share as well as increase
profits. Manager conducting research to know clients needs and wants and accordingly develop
commodity to enhance consumer's gratification. Through this, they are able to manufacture
quality of product thus provide competitive advantage at market place. All satisfied buyers make
repetitive purchasing of firm product and services and management wants to keep connected
with them in order to rise profits. This is exactly Cadbury did in their working rule and plan. For
example, quality of commodity is very important for an organisation through this they are able to
make satisfy to all workers that build strong clients basis in industry.
Marketing division are completed task in the company as per their aim and objectives.
They are focus on quality of goods to gain long term sustainability at market. It is possible when
they are creating or adding more value in existing commodity that full fill needs of customers.
Marketing as business function includes research to know buyers needs as well as analysis
competition and develop strategies and techniques to compete with rivals in an effective ways.
Its helps to gain competitive benefits in industry. One of the important aspect is situations
analysis of current as well as future opportunities that are available in industry and how can these
are gain by Cadbury those are implementing at work place. Others thing that is to used marketing
activities to add additional value in goods that increase features of commodity (Forshier, 2012).
Marketing is a separate section in an organisation which are generating revenue and
income by selling product and services at market place. This are interrelated with other
department like human resources department, finance, accounting, operations, research and
development or many more. But out all these department marketing is a one of the most
important, crucial, and complex division which are responsible for firm market performance as
well as losses. They are also focus on production method along with promotions, advertisement,
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quality of commodity and services etc. Relationship for marketing department with others
division of an organisation are explain as follows:
Relationship of marketing with other division of an organisation:
Marketing activities which are run by an organisation is a interlinked with other section
to make final product which are capable to meet customers satisfaction. This concept is broadly
discussed by Peter F. Drucker and they say marketing is only function which are guidance to all
others section with in the company. It is a philosophy that provide direction to all other
operations task to attain extra profits (Guffey and Loewy, 2012).
Human Resource Department: Human resource manager of an organisation play vital
role in order to manage all employees in an effective manner. Some important function of human
resource department are recruiting, selecting, organising training, induction, provide
compensation, salary, promotion etc. All function are related to workers and marketing
department employees performance and productivity are enhance due to effective HR policies.
Finance Department: To ensure smoothness of activities, appropriate funding is
necessary and it is a responsibility of marketing department that it should arrange financial
resources by communicating with finance functional area. Adequate budget is prepared then
arranged fund should be allotted according to activities for conducting all task on appropriate
time.
All actions that take place in Cadbury organisation is done according to the financial
capacity of firm. In case of Cadbury, this venture is able in allocating high amount of firm by
investing more amount of capital in business. Marketing department has to prepare a budget for
business actions and this budget needs approval from finance department of corporation because
if company is an alive entity then money works as blood of corporate house.
Below are some main points which links marketing department with finance region:
 Production Department:- To ensure whether appropriate amount of products are
manufacturing or not, marketing functional area has to get in touch with other
departments also for getting information about demands.
◦ To take decisions upon number of products which should be produce to hit current
market needs (Hanlon, 2014).
◦ Cadbury is dealing in food products then quality of products should be great
otherwise it will effect health of customers negatively.
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◦ Marketing activities should be good so that it could popularise that firm is
manufacturing good items in marketplace.
IT Function:- Cadbury is using various type of tools and technologies in conducting its
business functions. For example, new and improved vehicles are being use in order to make
appropriate delivery, TV, internet, social media etc. for promotion, various information system in
order to collect and record data which is related to demand and supply etc. These are some
examples that indicates relation of marketing with informational technology functional area.
Customer Service:- This aspect is broadly related with marketing department because main basis
of marketing function is improving profit margins along with increased market share by serving
best quality products to consumers for getting higher satisfactions of consumers (Khan and Adil,
2013).
(Source: Relationship of Marketing Function with other departments)
Research and Development:- Company produces items in order to cater demands of
customers and this action could be done by collecting information about taste and preference of
clients. This kind of knowledge are quite able in providing assistance of manufacturing
department to tell them how much they have to manufacture. Solution of problem of collecting
informations is conducting a research program and for success of this event, marketing function
has to provide them topic on that research would be based.
Administration: Marketing department is a functional area but always keeps its eye on
every other operational activities so that prioritise target could be met by conducting all activities
in systematic and adequate manner (Mihart, 2012).
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Illustration 2: Relationship of Marketing with other departments

Distribution: To provide finished goods in reach of clients then appropriate distribution
system should be used by corporation so that adequate delivery of products and services should
be made in marketplace. This action is fairly responsible for greater competitive advantages.
Sales:- Marketing is nothing without selling because main objective that provides
direction to marketing function is selling because by making sales Cadbury would be able in
generating its desired profit margin with required market share. For example, main reason of
higher selling of Dairy Milk chocolate is that firm is hitting target by popularise chocolate as
component that can defeat hunger of customers (Ogunmokun and Tang, 2012).
TASK 2
P3 Comparison of application of marketing mix by different organisations for achieving business
objectives
Marketing-mix:- This is stated as a better strategy then any other. This term has four
criteria in which complete business activities are to be included so that all operational and non-
operational activities should be accomplish in most beneficial manner. These four criteria are
product, price, place, promotion. Now new variant in marketing-mix has been launched in
marketplace which is extended and more three activities would become part of marketing mix
categories and these new factors are process, people and physical evidence. Marketing mix is a
very useful tool that provide efficiency in activities of marketing department by providing
directions. Comparison between marketing mix of Cadbury and Mars companies are stated as
beneath:
Marketing Mix Cadbury Mars
Product Mainly dealing in confectionery
industry.
On the other hand this firm is
dealing in many variants like pet
food, confectionery and a service
related to animal care.
Price This statement is fairly fit in case of
Cadbury that “Quality comes with a
price tag” and because of this
company set a higher price of their
products.
This firm targets all age group
persons and entire income level
population. So prices are not centred
for a specific group.
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Place Firm has segmented its market into
three portions like A,B,C or urban,
rural and Sub-urban and using
distribution system according to this
idea.
This firm has its offices in multiple
locations with assigned section
heads that operates all marketing
activities of business. Like business
is Maxico, New Jersey, Belgium
etc.
Promotion Cadbury is promoting their products
as sweets in many countries like India
because people of this nation have
sweet tooth.
Various promotion tools are used by
this firm. For example, social
media, magazines, news paper,
radio, billboards, television etc.
People Company pays attention on customers
and focuses upon producing higher
quality goods so that customer could
get better items.
Mars is using prominent support of
its workers for accomplishing all
task and duties in order to capture
larger market share in industry.
Process Company is focusing both type of
process of taking orders method that
are online and offline. Association is
offering various type of deductions in
rates by giving some rewards like
mobile data on purchasing collective
bars of corporation.
This firm is using efficient and less
complicated procedures so that
employees should be able in
accomplishing all duties in
appropriate manner and this action
is helpful in hitting company goals
in limited time frame.
Physical Evidence There are some aspects which a firm
use to get recognition in market and
these components make association
different from other similar sector
corporations. For example, building,
stamp, logo, symbol, tag-line etc.
Cadbury company is using these
elements very finely like its symbol is
Mars is good in using its physical
evidence in most beneficial manner
and this is a good reason behind
success of firm.
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quite promising.
(Source: Extended Marketing Mix, 2018)
TASK 3
P4 Marketing Plan
Marketing plan is a written document that is prepared to provide direction to all business
operations in order to get completed all task in limited time frame. Creation of this statement is a
responsibility of top management personnel because they are responsible for providing directions
to all business activities. Main motto of developing this document is to generate a path for
conducting all actions and tasks in most appropriate way. There are some components which are
helpful in making marketing plan effective and these elements are discussed as follow:
Overview of Company:- Cadbury is a second largest company that is dealing its
business in confectionery industry. This firm is started by John Cadbury in 1824. They operates
across the globe and discovering high margins of profit. Cadbury is quite good in getting
competitive advantages not only in home country but in other nation's also.
Vision of Cadbury:- This is a main goal that provides direction to all business activities
in order to get high profit with greater market share. Vision of company is “Making company
brand by serving quality good”. By evaluating current working of company, it is clear that firm is
running its way by following vision because corporation is serving quality products to its
customers (Pappas, 2017).
Mission of organisation:- This is a distribution of vision into short targets and this action
is helpful in prioritising all activities so that most important task could get done early and this
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Illustration 3: Extended Marketing Mix

kind of organisation behaviour is able in assigning all actions to workers according to their
liability.
SWOT Analysis: This is a tool that is quite able in analysing internal environment of Cadbury
firm.
Strengths Weaknesses
This firm is having products that collected high
reputation in marketplace by becoming well
known among population because Cadbury
served positive perception in the eyes of
consumers (West, 2012). Most consumed
product of Cadbury is Dairy Milk chocolates
and reason of this success is efficient research
& development program.
As company is producing quality products then
price of these items are high so more people
are not able to purchase products of company.
For example, price of dairy milk silk is high
which could not be add in budget of lower
middle class people.
Opportunities Threats
Customers are becoming more health
consciousness then it is an opportunity for
Cadbury company that it can produce those
items which could posses less calories so that
organisation could take entry in health
conscious market segment.
There are many companies that are giving cut
throat competition to Cadbury company by
increasing their business operation towards
international and multinational level. For
example; Mars, Nestle etc. are companies that
are having good market share in many
countries in which Cadbury is dealing their
business actions.
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(Source: TOWS Matrix, 2017)
Goals & Objectives of Cadbury Company:- Objectives are other name of goals. In
context of company main purpose of firm is to provide quality services to clients and to hit this
target corporation is focusing all activities and making them very adequate so that aim of
organisation could get achieve (Ryan, 2016).
STP
This is a strategy that are helpful in popularising brand among customers. In this STP
means, segmentation, targeting and positioning of marketplace according to the needs and
demands of customers. Following are elaboration of all three components:
Segmentation of Market: This would be more understood by one example which is,
Cadbury is going to launch its new chocolate which is a health conscious item and named as
Dairy Milk Low Fat bar and set price for this item is 100 for 100 gram. To publicise this product
company segmented its market into age group and income group wise.
Targeting Market:- This is set that price is pointing out high income people then it is
decided by company that they will attack need of high income group people so that those people
could be target who are having high potential to but this product.
Positioning of Product: Person who is having high income then it is clear that they are
following very tight schedule and maintenance of health is quite difficult task. Cadbury hit this
need and launched a new chocolate named as Dairy Milk Low Fat Bar and positioned this by
popularising though that a person can have this chocolate at any time as it does not need more
and separate time to eat so people can have this to burst their stress and hunger and this would
not increase fat.
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Illustration 4: SWOT Analysis, 2017

Marketing Strategy: For gaining all objectives in limited period of time, it is required
from corporation that they should formulate adequate marketing strategy so that direction to all
activities could be provided.
Implementation: In this section, all marketing strategies is to be executed so that all
operations could get accomplished in most successful manner. This task is helpful in hitting all
targets in limited period of time (Swenson, Rhoads and Whitlark, 2014).
Evaluation: It is an examination of all activities and tasks. It includes following methods
which are as follows:
 Sales Analysis: It is a study of sales volume on year on year basis
according to variety of products like tablets, mobiles etc.
 Market-Share Analysis: It is a study of market share whether it is low or
high and Cadbury have greater market share in IT industry.
 Efficiency Ratios:
◦ Asset Turnover Ratio = Revenue (Sales)/Net Assets
◦ Cost-Profitability Analysis: It considers evaluation of entire profits in respect
to cost. It is gap between sales and cost (Urbina, 2014).
CONCLUSIONS
This report is summarised as marketing function is most important department of
company because this segments focuses on bringing efficiency in each activity and efficiency
could bring by taking assistance if marketing mix and SWOT analysis. Marketing plan is a
written statement that is made by top management to make detail description of every task and
responsibilities.
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