Marketing Mix Strategies and Applications

This assignment provides a detailed overview of the marketing mix, including its elements, strategies, and applications. It covers various research papers and studies on marketing mix in different contexts, such as green consumers, online marketing, big data analytics, and international marketing decisions. The assignment also discusses the importance of standardization vs. adaptation in marketing mix decisions. With a focus on real-world scenarios, this comprehensive document is perfect for students seeking to understand the marketing mix and its applications.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1. Roles and responsibilities of marketing with respect to marketing environment................3
P2 Inter-Relation of marketing function with different organisational department....................4
M2 Significance of inter-relationship between marketing and other functional unit ................6
D1 Critically evaluate the key element of marketing function ..................................................6
TASK 2............................................................................................................................................6
P3 Compare marketing mix of two different organisation..........................................................6
M3 Evaluate different tactics chosen by Cadbury to achieve business objective....................10
TASK 3..........................................................................................................................................11
P4 Produce basic marketing plan .............................................................................................11
M4 Produce detailed marketing plan for Cadbury....................................................................14
D2 Design marketing plan with the use of 7Ps ........................................................................14
CONCLUSION ............................................................................................................................14
REFERENCES..............................................................................................................................15
.......................................................................................................................................................16

INTRODUCTION
Marketing plays a vital role in the operations of business activities in order to fulfil the
needs and desires of target audiences. It is a way of selling and buying the goods and services in
external market. In dynamic external environment, alterations are done in continuous basis so
management team of organisation must used their marketing tools in order to gain competitive
advantages over competitors (Akgün, Keskin and Ayar, 2014). Various activities are conducted
which include understanding, communicating and delivery of the services to their customers.
Main objective of marketing is to maintain the standard quality in products so that they would
not switch over to other brands. In this assignment, the organisation which is preferred is
CADBURY UK based multinational company that is fully owned by Mondelez International
since 2010. Further, company is engaged in chocolate manufacturing and considered as the
second largest organisation in confectionery sector. Therefore, project discusses about the roles,
responsibilities and marketing mix elements used by organisation in order to accomplish
objectives of company and also, impact of internal external factors in overall operations of
CADBURY.
TASK 1
P1. Roles and responsibilities of marketing function
The term marketing is defined as a process in which various tools, techniques and tactics
are used in order to deliver the goods and services to target audiences. Under this, marketing
team uses various promotional tools like advertising, publicity, roadshows, market research and
exhibition through which they make the customers aware regarding availability of their products
and also benefits, quality and price availed from services (Armstrong and et. al., 2015).
Marketing is done only when needs, desire and demand of target audiences accomplished at
optimum manner.
Functions and nature of marketing are described below:-
 It is mainly done by professional team of marketing who use their strategic techniques in
order to satisfy the needs and desire of customers (Functions of marketing, 2018).
 Main objective is to earn profits and increase market share of company in order to
strengthen market position.
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 Along with profit, organisation focuses on the arrangement of finance in order to execute
upcoming projects of company. Therefore they need to maintained good relation with
company investors.
 Apart from these function, company also focuses on buying and selling of goods and
services.
 After that researching market information and establish contract with logistics
management in order to transport goods from one place to another.
 Further, all the arrangement related to storing and safety measures in relation to all the
risk associated with product storage and delivery to final consumers.
For example CADBURY deals in chocolates sectors provide multiple number of product range
which include Dairy milk, perk, five star in which various flavours are available according to the
demand of customers (Babin and Zikmund, 2015). The business of this organisation diversified
their branches in distinct countries in which Dairy milk is one of the famous and desirable
product of large audience especially the youth sector. CADBURY hire expertise marketing team
which uses marketing tools in order to understand the feedback and opinion regarding the taste
and satisfaction customers get from usability so they come with alteration if any error occur. In
order to understand role and responsibilities company need to under various concept which need
to described below:-
Marketing concept:
Marketing concept are consider as future direction for strategic level on the basis of
which overall policies, procedures and programmes from internal employees are made. Further,
it is categories into different parts which act as marketing concept follow in every organisations.
Company on the basis of their vision and mission utilised these concept for good outcomes in
future. It is described below:- Product concept: - Under this approach strategies of organisation are used on the basis of
product demand in market. In other words it is way in which main focus is given on
products because customer choose those goods which have market value, standard quality
and latest tactics used in particular thing (Boehner and Gold, 2015). For example
CADBURY uses their innovative approaches in order to maintain the demand of their
product range in which they deal.
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 Selling concept: - under this approach marketing team focuses on the use of various
promotional tools and techniques in order to attract more customers regarding their
products. The main thinking of customer is to prefer those goods and services which are
highly saleable in external market. For example CADBURY marketing team comprises
of professional expertise who scan external environment in order to implement better
strategies. Marketing concept: - It is consider as vital concept from organisational point of view in
which main focus is to timely deliver the order goods and services to target audiences
with the help of logistics department. Both the team designed framework in which date,
time and tactics used for different customer are described (Carins and Rundle-Thiele,
2014). The main objective behind it to increase the sales and establish the long term
relationship with existing and new customers. For example in order to maintain market
share and customer trust various marketing sources are used by CADBURY like
advertisement, publicity and sponsorship in order to create long lasting impression among
target audiences.
 Societal concept: - This concept state along with profit objective company also spend
expenditure for the welfare of society which leads to enhancement in brand image and
ethical practices in business operations.
M1. Roles and responsibilities of marketing with respect to marketing environment
In today’s dynamic environment, it is challenging for every organisation whether branded
or local to maintain sustainability on continuous basis. Due to innovative technology and
advancement in living standard, demand of customers is changing rapidly (Chaffey and Ellis-
Chadwick, 2016). So, it is significant for every company to scan both micro and macro factors in
order to match same with competitor’s position. Following are the roles and responsibilities
which are described as below: Marketing information system: - MIS is one of the fastest system which help in
managing all the data related to planning, processing and controlling of overall marketing
strategies in order to accomplish marketing objectives in effective manner. Observation of marketing environment: - In order to grab market opportunities and
remove all the threads of external environment. It is vital for marketing team to
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scrutinize all the changes coming in corporate world in order to make changes in internal
organisational structure. Marketing research: - In this scenario, researcher needs to collect the primary and
secondary data according to objectives of company. Information gather from all the
sources used in implementing better promotional tools which enhance productivity and
market share of company.
 Brand image: - Every organisation establishes a permanent place in external market only
when it creates a strong brand image in the eyes of target audience (Charter, 2017).
Company focuses on the social welfare along with profit motive which has been possible
by adopting ethical principles in working culture of organisation.
CADBURY needs to consider all the above factors in order to maintain a positive brand
image and sustainability in chocolate industry.
P2 Inter-Relation of marketing function with different organisational department
There are different functions of marketing which are used by the each and every
enterprise in a systematic and planned manner. These functions are includes distribution,
advertising, market research etc. On the other hand, some entities are called is is not a function
but also an activities. Some aspects of marketing functions are:
Research: In the each and every organisation, market research is one of the main and
beneficial part of them. It help the Cadbury to conduct research and identify basic needs of the
customer's. With the assist of this function, company easily get necessary data about entire
factors which are concerning in the business process (Chumaidiyah, 2014). They not only
investigate market information only but also identify raw materials, logistics, essential resources,
finance and other aspects that can be accomplished through market research only.
Strategy: It is next function of marketing which is complete after the gathering of whole
information. It take place in order to judge all possible weak and strong point among the
operation and function of enterprise. This process is important for the Cadbury to make an
important plan for strategies and plan of action which can be applied by the manager at
workplace.
Planning: The third key duty of marketing function is planning which is significant for
the development and growth of an organisation. In this Cadbury plan to introduced their new
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flavour product in marketplace. It is also essential for the marketing department to plan different
resource of finance, forecast sales, distribution and many other aspects of company.
Tactics: It is identify as a fourth marketing function which is used for the short and long
term idea in order to invite large number of the target audience. This tactics cover limited time
offers which gives advertisement arise in marketing plan like; discounts, free coupons, buy one
get one free and other offers (Davari and Strutton, 2014).
Above all key aspects of marketing functions are important for the company to analysis
basic requirements of the clients. The inter-relation and connection of marketing functions with
organisation department are as follows:
Inter-relation with financial department and marketing function of Cadbury: In the
each and every organisation, financial department play vital role in arranging some sources of
funds. One of the hand, marketing functions required some factors and economic aspects for the
research, planing, utilisation and analysation of marketing strategy or scheme among business.
Similarly, marketing functions is very important for the all enterprise and nearly linked with the
department of Cadbury.
Connection with production department and marketing functions of Cadbury:
Functions of marketing is highly require proper detail from the production division of Cadbury
about its service and products to give a basic marketing plan. Main role of production department
in the organisation is to manage all raw material and other useful resources effectively. In order
to provide goods to the end user, transportation is highly needed which is a part of marketing
functions (Erragcha and Romdhane, 2014).
Inter-Relation with marketing functions and human resource department of Cadbury:
In the company, main responsibility of such department is to hire educated candidates who can
accomplish predetermined and desired objectives of business. On the other hand, functions of
marketing which play vital role in providing different kind of training and development session.
In order to aware all candidates regarding vacant job position, Cadbury use internal and external
method which is a part of marketing function.
Inter-relation with operational department and marketing function of Cadbury:
Operational department is one of the main part of the each ad every organisation because whole
success of the company is depend on them. Marketing function need to arrange beneficial and
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useful strategy to easily do all activities in proper manner. Role of operational department is to
provide all information about changes, technologies and many other to the customers.
Thus, marketing functions and different department of the Cadbury are interrelated with
each other. Without functions of marketing company can not invite large number of audience as
well as not achieve their predetermined targets in limited time duration. In order to introduced
their all products and services in marketplace and to the customers, Cadbury use some channels
such as print, mass, internet and many other media (Fan, Lau and Zhao, 2015).
M2 Significance of inter-relationship between marketing and other functional unit
Inter-relationship is important for the business success because entire growth of the
organisation is highly depends on marketing functions and different department of enterprise.
Better connection also support the manager to increase their sales and attract million clients by
providing quality goods or services.
D1 Critically evaluate the key element of marketing function
According to the Boehner, (2015) Different key elements support the organisation to
introduced their chocolates and many other products to the audience. With the help of marketing
functions, manager easily understand about the latest trend of market and basic needs of
customers towards business products.
TASK 2
P3 Compare marketing mix of two different organisation
Marketing-mix: It is one of the main and beneficial tool which is used by the each and
every organisation in order to promote their product and brand in the marketplace (Marketing
Mix, 2014). It refers to the effective tactics and set of actions which is essential for the enterprise
to achieved their long term goals and objectives (Khan, 2014). Marketing mix includes 4P's of
product and 3P's of services which are product, promotion, place, people, process, physical
evidence and price. All these are highly essential for the growth and development of Cadbury.
Chosen organisation are Nestle and Cadbury, both are use marketing-mix in order to
advertise their all products and services to the customer's and in the marketplace. It is also
important for the development of Brand and Image of the business entity in the work
environment and other places. 7P's of the marketing are different for the all organisations so
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comparison between Cadbury and Nestle with the help of marketing mix which are determined
as below:
(Source: Marketing mix of Cadbury, 2018)
7P's of marketing mix Cadbury Nestle
Product Recently Cadbury operates in
different four categories such
as Milk food drinks, Candy,
Chocolate Confectionery and
Gum Category. They provide
most prevalent kind of
chocolates such as Caramel,
Fruit & nut and Roasted
Almond (Kotler, 2015).
Nestle produce different
products to the customers such
as Kit-Kat, Polo, Munch,
Coffee, and many other which
are known as premium brand
of the product. Nestle product
have been divided into four
main types such as:
 Beverages: Nestea
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Illustration 1: 7P's of marketing mix

Product of Cadbury is mainly
classified into three aspects
are;
 Core product: Perk, 5
Star, Dairy Milk.
 Augmented Product:
Fruit & nut, Crackle,
nutties.
 Tertiary product:
Turblone, Silk,
Bournville.
 Milk product: Nestle
Everyday
 Cooking Aides and
prepared dishes:
Maggi Noodles
 Chocolates: Eclairs,
Kit-Kat
Product portfolio of the
company includes 9 of the 30
top producing confectionery
brands like: aero, polo,
smarties, milk etc.
Place It is identify sale point,
catching the mind of the
clients and creating it simple
for them to purchase it. Dairy
milk chocolates are
addressable in all over the
country. It is produced in
every type of outlet and its
stores. So it is easily present
for the clients. In Pakistan the
manufacturing plant of
Cadbury is in Hub (Karachi)
that is considered as the
world's largest past of
confectionery sector.
Main business areas of the
Nestle products in Europe
where they acquire about 90%
of the revenue and sales
(Kraus and et. al., 2016).
Nestle is running in all over
the globe approx by 86
countries. Products of the
business are not thrown into
the market directly, rather an
entire producers is applied
including whole the important
from distributors, retailer,
retailer, manufacture and
finally to audience.
Price Price is identify as a money
which us charge for the service
and products to customers
Prices of the Nestle product is
relay on the marketplace of all
single goods. For example:
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(Londhe, 2014). Product prices
are affordable for the
customers so they can easily
buy it. Price of Dairy Milk
Chocolates is 5 Up to 600 plus.
It is vary with the variation in
size and flavour of the
products.
Maggi and Nescafe state the
simple leader and managers
are priced with top margins for
the organisation as
differentiated to revelry. They
use different kind of pricing
strategy such as skimming,
Consumption based and many
other.
Promotion It defines entire activities or
functions undertaken to create
the service and product known
to the service users and
audience. It is one of the main
and essential factors for an
organisation to produce its
products or services because
when large number of the
person know regrading a
goods then they will purchase
it. So Cadbury spend more for
the advertisement and
promotion of products. They
adds their Cadbury goods on
Television, through posters,
sponsorship, organising
programs etc.
Promotion strategies is very
important for the company to
introduced their all products
and services in the
marketplace as well as to the
customers (Navarro-García,
Arenas-Gaitán and Rondán-
Cataluña, 2014). They use
different methods of
advertising such as print and
electronic media besides sign
boards, posters having
attractive figurations of the
product always proves better
for the goodwill. Besides this,
company uses ATL marketing
and TVC's.
People In Cadbury, there are different
number of the people are work
with each other (Shank and
There are various employees
who are work in the
organisation together. Aim and
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Lyberger, 2014). Main aim of
them is to attract large number
of the customers by providing
quality and effective goods at
reasonable prices to the clients.
motive of workers is to
increase their sales and
revenues by giving quality and
flavour products to the
audience at affordable cost.
Process It is also important element of
the marketing mix which is
apply by the each and every
company to maintain
production process in an
accurate and proper manner. In
order to produce all goods and
services in marketplace
company apply different
process effectively.
Service provision requires to
attack a balance among
standardization and
customization, this activity
consist in the process needs
special attention and mention.
In this business use an
effective process to attract
million number of the
customers towards nestle
products and services
(Sinapuelas, Wang and
Bohlmann, 2015).
Physical Evidence One of the significance part of
this element is place of service
deliver. In this comfort level
and attractiveness of a facility
destination may create a
various difference to the
experience of user. A soothing
and calm atmosphere with
thoughtful condition calculates
may give security to an
innovative client which will
develop them return.
It is essential and beneficial
element of marketing mix that
includes different prospects
such as sales, product
packaging, online experience
and many others. All these are
follows by the Nestle in order
to maintain long lasting
relationship with customers in
limited time duration.
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M3 Evaluate different tactics chosen by Cadbury to achieve business objective
Marketing mix is very essential and valuable tactics or tool which assist the organisation
to introduced their all services and products to the customers and in the marketplace. It also
assist the business entity to achieve their long term and desired objectives in certain time
duration (Srinivasan, Rutz and Pauwels, 2016). With the help of this technique organisation
easily attract large number of the clients which turn in the business development.
TASK 3
P4 Produce basic marketing plan
Marketing plan: It is identify as an entire part of business plan. Marketing plan refers as
to blueprint and comprehensive document that outlines an organisation marketing and
advertising efforts for the future. It determined activities and functions of business in achieving
particular marketing goals within a given time duration. It includes different activities and
background of the company which are determined as below:
Overview of Cadbury: It is a British Multinational Confectionery business entity in all
over the world. It is established by John Cadbury in 1824 at Birmingham, United kingdom. In
the organisation, there are approx 71,675 employees are work together, main aim of employees
is to attract large number of the customers by providing quality goods (Talpau, 2014).
Vision: “The Barrow Cadbury business Trust's vision is of a equitable society, peaceful,
free from discrimination and relay on the value of social justice or disposal for entire”.
Mission: “Mission statement of the company is very simple: 'Cadbury means superior
quality'; this is business promise. Our goodwill is make upon quality; commitment to regulars
changes will see that company promise is delivered”.
Objectives: One of the main objective of the company is to make large number of
chocolates. There are some other motives which are determined as below:
 Enhance the chocolate quality.
 Survive in the competitive marketplace. Have different number of stores in all over the world
SWOT Analysis: It is refers as an essential framework for determining and evaluating the
external and internal factor of company that can have an effect on the viability or growth of a
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person, place, product and project (Talpau, 2014). Strengths and weakness are internal factor and
opportunities and threats are external factor of the company. These are described as below:
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Strength Weaknesses
 Well established brand in all over the
world.
 Maximum number of market share
80%.
 Audience have positive and optimistic
perception regarding the product.
 Priced of the product is affordable.
 Large number of the persons suffers
from cholesterol disorders, diabetes etc.
 shortness of penetration in rural areas.
Health of the person, chocolates is very
harmful.

Threats Opportunities
 Negative controversies and publicity.
 Maximise in raw material cost.
 Higher revelry from local and
international chocolate product can
impact on business market share.
 Maximising acceptance of
globalisation.
 Maximise share due to targeted
acquisition.
 Classification of product area into
related product segments.
Marketing objectives: Marketing objective of the Cadbury is to attract large number of
the customers by providing effective and quality products (Boehner and Gold, 2015). It is
essential part of the business growth and success. In this main motive of the organisation is to
attain higher market share in an effective and efficient manner.
Competitors analysis: It is also a main part of the marketing plan which is essential for
the all business entity to identify their competitors. There are few challengers of the Cadbury
such as Mars, Hershey's, Nestle and many others. All these are provide same products and
services to the clients at affordable price.
Segmentation, Targeting, Positioning:
Segment People who purchase chocolates and many
other products for gifting or eating.
Target Group Families and children belonging to upper
middle, lower and middle class.
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Positioning Cadbury is a sweet for auspicious beginnings
and happy occasions.
Main Strategies: Main strategy is Ansoff matrix which is apply by the Cadbury. This aspects
includes four parts which are determined as below:
Market Penetration: It is one of the main and essential part which includes new product
penetration. There are some examples of these such as Cadbury dairy milk, Bubbly, Fruit & nut,
Perk and many others.
Product development: In this part business entity develop their all products in all over the
world. Main example of product development is Marvelous Creation.
Market development: It is also main and beneficial for the growth and success of the
company. In this company divide their all products as per the trends of market. Example of this
parts is Candy Eclairs.
Diversification: It is identify the classification of the products according to the3 size,
colour, flavour and many other elements (Chaffey and Ellis-Chadwick, 2016). Main example of
diversification is Gums.
PESTLE Analysis: It is identify as an external factor which consists some factors are determined
as below:
PESTLE Analysis Description
Political It is identify changes in the business policies
which highly effects on business operations.
Environmental
Social In this factor age group of people is highly
matters regarding physical health.
Technological Innovative technology effects on business
operations and activities on day by day.
Legal Large number of the rules in workstation to
make sure the business environment.
Economical It is related with maximise in taxation rate,
inflation problem, Higher unemployment rate
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in Pakistan and sufficient resources (Boehner
and Gold, 2015).
M4 Produce detailed marketing plan for Cadbury
Marketing plan is very essential and effective blueprint which described entire
information of the company in detailed way. With the help of this aspects an organisation easily
identify their competitors. It also assist the business manager to attract various numbers of
customers.
D2 Design marketing plan with the use of 7Ps
Marketing plan is important which includes different aspects one is 7P's which is
essential for them (Babin and Zikmund, 2015). It includes products, process, place, promotions,
price, physical evidence and people. All these are consist as significant part in order to introduce
their all products and services in marketplace.
CONCLUSION
From the above mentioned report, it can be summarised that marketing is essential part of
the business development. In this role of the marketing function help the manager to attract large
number of the customers and increase their sales on daily basis. Inter-relationship between
marketing functions and department of company is beneficial for the success of organisation.
There are different tools and tactic are applied by the enterprise such as 7P's of marketing mix,
marketing plan and many other. Such kind of plan includes SWOT, PESTLE, Ansoff matrix and
many other elements. All are assist the manager to easily innovate their all goods and services to
the audience and in the marketplace.
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