Marketing Essentials

This report discusses the key roles and responsibilities of marketing functions in Cadbury, including promotion, selling, product management, pricing, and distribution. It also explores the interrelationship between marketing and other organizational departments such as production, finance, human resources, customer service, IT, and research and development. The report analyzes the significance of this interrelationship and evaluates the key elements of marketing functions in the context of the marketing environment. Additionally, it evaluates a basic marketing plan for Cadbury, focusing on the introduction of a new energy chocolate in the UK market.

Marketing Essentials

Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Describe the key roles and responsibilities of the marketing functions............................4
P2 Describe how roles and responsibilities of marketing relate to other organisational
department. ............................................................................................................................5
M1 Analyse the roles and responsibilities of marketing in context of marketing environment. 7
M2 Analyse the significance of interrelationship between marketing and other functional unit
of Cadbury..............................................................................................................................8
D1 Critically analyse and evaluate the key elements of marketing functions and how they
interrelate with other functional units of Cadbury.................................................................8
TASK 2............................................................................................................................................8
Covered in PPT.......................................................................................................................8
TASK 3............................................................................................................................................9
P4, M4, D2 Evaluation of a basic marketing plan for Cadbury.............................................9
Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14

Executive Summary
The main purpose of this report is to know about the marketing functions and its
interrelationship with different organisational unit and also the roles and responsibilities of
marketing functions. Further in this project a comparison of Nestle and Cadbury is evaluated on
the basis of marketing mix and it also contains various tactics that could be used to achieve the
objectives of business.

Introduction
Marketing is an activity that help to promote the goods and services through various
promotional techniques. It is a procedure to understand the needs and wants of customers and
build a healthy and strong relationship with them (Kucuk, 2017). The marketing helps to get the
potential consumers or clients that are interested in product or services. There are various
marketing strategies that attracts the customers they are marketing plan, digital marketing, direct
marketing, email marketing, mobile marketing and various other. The purpose of marketing is to
earn high profit and increase the sale of the company. This report is based on the issues related to
COVID 19 and Brexit and the chosen company is Cadbury. The company is a multinational
confectionery which is second largest brand in the world. Cadbury is known for its dairy milk
chocolates, Cadbury boxes and various other confectionery products. There are several
competitors of Cadbury they are Nestle, Ferrero Rocher, Amul, Hershey's and various others.
The products of Cadbury are available through various wholesalers and retailers. The report
contains the analysis of marketing functions in Cadbury and their roles and responsibilities.
TASK 1
P1 Describe the key roles and responsibilities of the marketing functions.
Roles and Responsibilities of Marketing Functions
Marketing generally means exchanging of goods and services from buyer to seller with an aim to
satisfy the needs of the customers. This function starts from identifying the needs of customers
and ends at satisfying the needs of consumer (Al-Henzab, Tarhini and Obeidat, 2018). The roles
and responsibilities of marketing functions in Cadbury are as follows-
 Promotion-
Promotion is a communication tool that is used to inform the audience related to product or
services. The main aim of promotion is to earn profit, increase awareness, create loyalty and
interest. Promotion could be done with any method it could be advertising, personal selling,
Direct mail, sales promotion, public relations and sponsorship (Cheah et. al., 2019). Cadbury
promote their products through various ways such as television, newspaper, radio, online and
posters. The organisation has put a great efforts to promote their products and reach to the
audience and make them aware about its brand. COVID 19 has put an impact on Cadbury as
people were not purchasing the items, it reduces the profit margin of the company.

 Selling-
Selling is one of the part of marketing. The concept of selling is to build a customer relations and
convince them to purchase the products. Cadbury focus and distributed their items in various
countries, they sell items of all age group but they have distinguished their products offering to
specific group. COVID 19 and Brexit has reduced the profit margin of the company and it also
affected the sale. So, organisation has to focus on the right target market, there are various sales
technique which can be used by Cadbury to boost their sells they are Spin selling, Snap selling,
challenger sale and solution sale.
 Product management-
Product management function is important as it includes developing, obtaining, improving and
maintaining the product or services in response to market opportunities. Product management
builds a product that meets the needs and wants of customers. Cadbury manage their items in a
such a way that Fulfil the expectation of the customers and they get attach towards the quality
and taste of the product. Due to COVID 19 consumers are not ready to buy the product, Cadbury
must have to produce the product with safety precautions and make them feel that by purchasing
their product customers are safe and healthy.
 Pricing-
Pricing is one of the main function of marketing, the organisation has to decide the price of the
products which will be distributed to the customers. They have to maintain a balance between the
Customer purchasing power and production cost of the product. The price should not be high, if
it would be the company may face loss (Kumar and Pandey, 2017). Cadbury have to determine
the price so that they can get maximum return and meet the customer's perception value.
 Distribution-
Distribution is another function of marketing it includes locating, moving, storing and
transferring the ownership of products or services. The aim of distribution is to move the goods
from producer to customers. Cadbury sale their items directly to wholesalers and retailers. The
organisation also improves the distribution quality of its products by installing refrigerators at
various outlets, it helps to maintain the product quality in summer. They have also exploits their
distribution channels in supermarkets, variety chain stores, mail order and internet or franchised
chain. COVID 19 has also create an great impact on distribution as the factories get paused they
were not entitled to produce the products.

P2 Describe how roles and responsibilities of marketing relate to other organisational
department.
Marketing interrelated with other organisational Functions
There is an interrelationship between marketing and other organisational functions as they are
the part of organisations, functional units and other departments are connected with each other.
Marketing functions have to coordinate with other departments so that they can work efficiently
and effectively.
 Production department-
Marketing department have close relations with production management, they have to ensure
that the quality of product which is been manufactured are according to the design specification
and demand of the consumers. The marketing department of Cadbury sets a deadline for
production department to accomplish a task in a given time period. The production department
have to make sure that the items should not be defective and they also meet the health and safety
requirements. The marketing department and production department have to make a strategy to
increase their sales which get reduced due to COVID 19.
 Finance department-
The marketing functions are also interrelated with finance department as they have to ensure that
there should be an appropriate budget for conducting promotion, distribution and research to
Fulfil their needs. If the marketing team is developing a plan, they have to consult with finance
department to allocate financial resources in a proper manner. The finance department of
Cadbury have to focus a lot on cash flows, paying back investment and covering cost in COVID
19 whereas marketing department have to aim in building market share and increase the sales
volume.
 Human resource management-
Marketing department have to work closely with human resource department due to COVID 19
and Brexit as they have to ensure that the employees must have the skills and knowledge to
develop new products and meet the target of production, so that they can attract more customers
(Tuan, 2019.). The human resource department of Cadbury is responsible to create a team for
developing and innovating new ideas and thoughts on products.
 Customer service-

Customer Service and marketing is one of the important functions of Cadbury. These
departments work together to assure that the customers must get satisfied with their products or
services. The customer service department of Cadbury provides feedback which is given by the
consumers to marketing department so that they can improve their products by making some
development or changes. These department work together to build a healthy and positive
relationship with customers which get affected by the Brexit and COVID 19 (Brown, Crosno
and Tong, 2019).
 IT Department-
Marketing functions are also interrelated to IT department, they ensure that all the functions of
marketing are working according to the current needs of the customers and also make sure that
they have recent technological advances which could increase the customer base and the sale of
Cadbury which has been influenced by COVID 19 (Hendon, Powell and Wimmer, 2017).
 Research and Development Department-
Marketing and Research department works together to examine the new needs of the customers
and build a product of high quality that could bring Cadbury to earn a high profit and increase in
growth. The research department analyse the information which is provided by the marketing
department for better performance and growth of Cadbury. Both the department must have a
proper coordination to achieve the goals and objectives of Cadbury.
M1 Analyse the roles and responsibilities of marketing in context of marketing environment.
There are various roles and responsibilities of marketing in context of marketing environment are
as follows-
 Market research-
To monitor the marketing environment managers need to have the knowledge related to their
product, target consumers, company's market and they have to response to their communication
efforts. Marketing managers must hire a professional researcher to do research on marketing
environment which could create an impact on company's success after Brexit and COVID 19.
 Create customer value and satisfaction-
For any business customers are the key elements, the main aim of the organisation is to make
their customers satisfied by fulfilling the needs and demands. Due to COVID 19, customers
demand healthy food ensuring that their health could not affect due to the items which has been
produce by Cadbury. The production and manufacturing department have to take a certain

precautions while producing the products. The marketing manager have to build a strong
relationship with customers as they can either make the company successful or could also
destroy it. The manager has to collect the information of the customers and use that to build
customer loyalty.
 Setting product strategy-
The marketing manager develop a marketing plan to meet the needs and wants of customers.
They look out the product by considering three elements they are product quality, features and
price. The marketing manager of Cadbury have to include these factors while launching a new
product as the customers get attracted by these elements (Ihtiyar, Barut and Ihtiyar, 2019).
M2 Analyse the significance of interrelationship between marketing and other functional unit of
Cadbury.
Marketing functions have interrelationship with other functional unit of Cadbury.
Marketing functions and Financial department work together if marketing department need any
resource for carrying out the planning, implementing the marketing plan and research they have
to contact to finance department to allocate the resources which is needed during COVID 19
pandemic. Marketing department also works with human resource department for fulfilling the
staffing requirements in the organisation that could help to build effective and efficient
marketing plan. Marketing department have to collaborate with other department so that they can
mutually achieve the goals and objectives of the company. Marketing department also works
with Customers service department so that they can know about the feedbacks of the customers
and can improve their items according to the needs and demands of the customers.
D1 Critically analyse and evaluate the key elements of marketing functions and how they
interrelate with other functional units of Cadbury.
Marketing is one of the important functions of business that helps in promoting products
or services to attract large number of audience. The interrelationship with other department helps
in accomplishing the goals in an efficient manner. All the department have to cooperate each
other at the time of Brexit and COVID 19 so that they can work in a proper way, if any conflicts
arise Cadbury may face any problem. The interrelationship between the marketing department
and production department is to manage the required and quality raw products, the marketing
manager sets a deadline to complete the task at particular time period. So, Marketing department

is interlinked with various other organisational unit to work together for smooth functioning of
Cadbury.
TASK 2
Covered in PPT

TASK 3
P4, M4, D2 Evaluation of a basic marketing plan for Cadbury
Executive summary:
The marketing summary focuses at introduction of Cadbury energy chocolate in the
market of UK. Cadbury is one of the largest marketer in chocolates all over the world because
they provide chocolates and item which are delicious with the great quality. The aim of the
current marketing plan is to successfully bring energy chocolate in the UK market. The targeted
segment would be teenagers and adult population of the market of UK. Introducing new product
with the intention of acquiring 50 percent of teenagers and adult population from market of
chocolate. The introduction of the product is dependent on the market research, marketing plan
would use mass media like television, newspapers, social media and many more.
Vision:
“Building unity to make brand first choice of people”
Mission:
The mission of Cadbury is “To provide tempting energy chocolate to customers with high
quality”
Objective:
The marketing objectives of marketing plan are:
To bring the product that is energy chocolate in the UK market within the time of 8 months, to
make people aware about the energy chocolate brand in the UK market by adopting effective
strategies of marketing, by using various range of marketing strategies available in the market
including digital strategies to maximise the growth of the commodity in the market, to acquire
50% of teenagers and adults in the period of 2 years from the bringing date of the product in the
market.
Situation analysis:
Cadbury is one of the largest leader in chocolate producing and selling. It is also one of
the largest suppliers of chocolates and sweet items in the market. It has occupied large share of
the market of chocolates in UK.
SWOT analysis of Cadbury in UK market:

Strengths: The brand has already created its establishment in the market of UK. It is the leader
in the market of confectionery across the world. It has 34.1% share in confectionery market
of UK (Kollewe, 2019). The company is constantly focusing to become leader in the market
of confectionery and they have succeeded through various strategies of marketing and
innovation and increased their share by 10% across the world. Cadbury has great reputation
in the market and striving to make more good reputation so that they can introduce new
product in the market. The target market is very large as UK have large population of
teenagers and adults. UK market has great scope for energy chocolates and have larger
growth prospects and the target market is increasing. They also work with safety precautions
in COVID 19 and make their customers feel safe and healthy.
Weakness: The targeted population is large so that there are chances to not meet the demands of
the commodity due to capability of the company. There is no definite chance related to the
growth of the product because it is introduced merely based on expectations. The company
also does not have effective distribution channel that meets the demand of the population
instantly.
Opportunities: Company is bringing the commodity in the market where competitors are less as
they have the opportunity to grab large customers. They can use different strategies of
market as UK have great advertising strategies.
Threats: The threat is that other chocolate making company brings the same idea in the market
which would increase the competition level. The another threat can be changes in the
external environment like laws of government and taxes. Cadbury have also face the threat
in loss of their market share due to COVID 9 pandemic.
Strategies: There are three types of strategies which are necessary in marketing are explained
below:
 Segmentation: Cadbury is segmenting their product on behavioural segmentation.
Teenagers and adult are the population who need energy time to time and they skip their
meals. So energy chocolate would be available easily and increase their stamina.
 Targeting : Cadbury is targeting adults and teenagers of UK market with energy
chocolate as they are considered in the group which need to be active in performing
different activities in life.

 Positioning: Cadbury would attract youth and teenagers by bringing innovations in the
commodity that is adding ingredients that are healthy and make people fit. Cadbury
would create positioning in the mind of customers with health and activeness. And the
energy chocolate of Cadbury would be differentiated from other chocolate brands by its
new innovation that is to stay energised which other competitors are not providing.
Tactics:
 Product: This marketing plan offers a great product that is energy chocolate in the
market. The product is introduced to target teenagers and adults from the population of
UK. The product would be delivered in 50 gm, 80 gm and 100gm packages. In these
packages would be sold in the market.
 Price: The commodity is introduced in the market for the first time so the company
would use strategy of price penetration and would use low prices which would select cost
plus price because they have to make profit. The prices are set up in low prices to attract
market.
 Place: To make sure that commodity reached to the targeted customer, Cadbury would
make deals with wholesalers so that these wholesalers sell commodities to retailers. The
company would also introduce stores so that retailers can directly buy from them.
 Promotion: Cadbury would use means of communication like television, radio, social
media so that customers can be directly to the company. It would increase the loyalty of
brand and purchases can be repeated.
 Physical evidence: Cadbury would use their packaging of energy chocolate as the
physical evidence for customers.
 Process: Customer would use the process of customer focused business activities. The
company would focus on providing products according to the needs of customer which
would help in growth of the company.
 People: Cadbury would provide benefits and perks to their employees so that they can
concentrate more on production and marketing of the new product.
Budget:
Particulars Amount (£)
Marketing 10000

Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
From the above mentioned budget it has been expected that cost would be met by Cadbury in the
future. The budget would be limited because of the risk of rise in price of commodities and
services. The funds would be arranged from the head office of Cadbury.
Monitoring and controlling:
With the execution of the plan there would be many controls that need to be put in place.
The brand would constantly monitor the execution and implementation of all the activities of
plan. The brand would make sure that execution of plan is done on time. There would be
strategies regarding the completion of tasks on time and ensure resolving issues arising at the
time of execution of the strategies of marketing. There would be issues related to cost that would
be resolved by strategies of costs. Cadbury have to focus on the quality and safety precautions it
doesn't affect the health of the customers, the workers have to work wearing mask and have to
use sanitizer before working in factory due to the disease COVID 19.

Conclusion
From the above information it is been concluded that there are various marketing tactics
that help the organisation to increase their strength and build their position in the marketplace.
The company have to follow the strategies to build the reputation in the market and attract more
and more customers towards the products. The Company have various department which are
interrelated to each other. They work collectively to meet objectives and goals of the company.
The departments have to collaborate with each other so that they can accomplish their work
effectively and efficiently. The several departments in the organisation unit are marketing
department, human resource department, Research and development department, customer
service department and many other departments. Marketing mix is used by various companies to
determine the current situation of the marketplace and they make strategies to run the business
smoothly.

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