Marketing Essentials

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.