Roles and Responsibilities of Marketing Function

This report discusses the key roles and responsibilities of the marketing function, the interrelationship of the marketing unit with different departments, and a comparison between the marketing mix of two organizations. It also includes a marketing plan for Cadbury to expand its market share. The report provides insights into the strategies and tactics used by organizations to promote and advertise their products effectively.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................................4
TASK 1..........................................................................................................................................................4
P1. Key roles and responsibilities of marketing function.........................................................................4
P2. Interrelationship of marketing unit with different department of organisations..............................6
TASK 2..........................................................................................................................................................8
P3. Comparison between the marketing mix of two organisations.........................................................9
TASK 3........................................................................................................................................................12
P4. Marketing plan of Cadbury..............................................................................................................12
CONCLUSION.............................................................................................................................................13
REFERENCES..............................................................................................................................................14

INTRODUCTION
Marketing is known as different set of various activities which are helpful in analyzing
delivering of services and products and satisfying demands and needs of customers. The basic
aim of marketing function is to promote services and products in an appropriate manner and
develop good relationship with customers and clients
The following report includes functionalities of marketing function. It discusses about
interrelation between Marketing department with other departments. The company which is
chosen for the for completion of this report is Cadbury. It is a British multinational company
which is owned by mondelez international. Which company was started in Birmingham, England
in the year 1824. in second part of this report includes marketing mix of two companies and a
business plan for Cadbury to expand its market share.
TASK 1
P1. Key roles and responsibilities of marketing function
(Covered in PPt)
P2. Interrelationship of marketing unit with different department of organisations
(Covered in PPt)
TASK 2
P3. Comparison between the marketing mix of two organisations
Marketing mix is known as set of different activities in task which are adopted by an
organisation for the promotion of company. This is also helpful in enhancing the market share.
Marketing mix is known as Foundation model and this is a marketing tool used by many big
organisations for attaining their objectives within the target market. The main objective of
marketing is about formulating Strategies and Advertising services and products in an effective
manner to target potential market and customers. The market planning process suggest cutting
Strategies and tactics that can be implemented for promoting and Advertising products

effectively. Marketing Mix is used by various companies for retaining their customers. Mix
consists of seven component such as price, place, promotion, product, process , physical
evidence and people.
Components Cadbury Nestle
Product Cadbury is a well-known brand of
beverages sector and it offers products
to customers like biscuits, chocolate
milk additives etc. It offers various
most delicious chocolates such as
Dairy milk, five star, Cadbury eclairs,
Bourneville and Perk. The Biscuits
which Cadbury offers are Oreo and in
milk additives it offers Bernita.
Nestle is the biggest competitors of
Cadbury. It is dealing with four product
categories. They are Beverages, milk
products, cooking products and
chocolates. The beverage sector offers
coffee under the brand name of Nescafe.
The Milk products of Nestle are Nestle
slim, Nestle milk maid, etc. The cooking
products it offers are Maggi noodles,
pasta, sauce. The best selling sector is
chocolates of Nestle that includes
KitKat, Munch, Milky bar, polo etc.
Price Cadbury offers it’s chocolates on the
basis of category of products. The
price of chocolates like Bourneville is
much higher than other chocolates
like five star and Perk. These
chocolates are sold at lower price. The
dark chocolates are offered at higher
price. Also, this brand is offering its
product in various size so that it ca
fulfil demand of each and every
Nestle product’s price depends on the
quality of that product. Nescafe Coffee
is offered at higher price than other
companies of coffee. But Nescafe
provides very good quality coffee so
customers buy it whether it is offered at
higher price than other competitors of
coffee.

segment.
Place Cadbury offer its product in
approximately more than 200 countries
across the world. This company is
known for it’s effective distribution
channel. Its products are available to
both urban as well as rural areas.
Nestle generates most of it’s revenue by
offering products in European countries.
The products of Nestle are transferred
from factories to warehouses and these
are stored at this place. The products are
send to retailers from these warehouses.
The highest demanding products of
Nestle are Maggie and Nescafe. This
company faces major competition in
chocolate sector.
Promotion Cadbury uses vast range of
promotional tools in order to advertise
and promote it’s products and services.
Some of the tools used are TV
commercials, online, radio, posters,
newspapers etc. This company uses
tag-lines for products that helps in
attracting a lot of customers.
Nestle adopts various methods and
sources for promoting products such as
billboards, newspapers, TV
commercials, posters etc. Moreover,
Nestle is using unique method of
promoting it’s products which is this
organisation promotes it’s products in
market with a particular tone. This helps
in increasing brand recognition.
Process After production of goods in bulk at
factory the products of Cadbury are
transferred to wholesalers. At this
place, products are stored in bulk.
These products in bulk are break down
according to demands and needs of
customers. After this, they are send to
retailers and these are then purchased
Nestle adopt customer oriented services
and in this they provide after sale
services. In this, customers can easily
communicate with customer-care
employees for sharing their problems
and issues related to product.

by the customers.
People Cadbury offers training to it’s
employees. Factory workers are given
training to improve their work
efficiency. The managers are given
training for leadership qualities. This
help company in manufacturing
quality products to customers.
Nestle recruits skilled employees. New
employees as well as existing employees
are provided continuous training. These
employees have to manage and handle
queries so that they are able to provide
good customer services.
Physical
evidence
Cadbury's products are available at
retailer stores. Companies are paid
extra amount for displaying their
products in front of the store. These
are put on stores according to their
size. Also, different posters of
Cadbury products are seen on highway
hoardings, cafes, shops, etc. This
attracts attention of lot of customers
for buying chocolates.
Nestle is establishing cafes at different
places. This is more focused toward
creating good and attractive ambience.
Cafes of Nestle are well managed and
they have proper seating arrangements,
vending machines. There is logo on
wall and uniforms are provided to
workers. This helps in creating better
place for customers.
TASK 3
P4. Marketing plan of Cadbury
A marketing plan is known as comprehensive document which will include thoughts of
Marketing department that are going to be performed within the organisation in upcoming year.
Marketing plan has to be made for predicting and estimating whether the new product launched
by the company is going to make profits or not. this helps in depicting about the actions that are

to be taken in by the organisation for implementing in strong and effective strategy of marketing.
The steps involved in marketing plan are given below-
Company overview: - Cadbury is a British multinational confectionery company which is
headquartered in Bridge, West London. This offers different products like chocolate candy,
chocolate bars, biscuits, milk additives etc. It is known for its chocolate productions. This is
operating in more than 200 countries around the world.
 Vision & mission: - The vision of Cadbury is to work in such a manner that it is able to
make a very good brand. The mision of Cadbury is to offer products to customers by
offering them tempting as well as exquisite taste of chocolates.
 Objective: - The Objective of Cadbury is to expand the product category for launching
a new product in market. The product launched by Cadbury is dairy milk chocolate with
vanilla. This company has to adopt SMART objectives for achieving success in
marketplace. The Objective of Cadbury is to capture 10% of market share by 6 months.
 STP approach: - Segmentation: - It refers to the process of dividing the group of
potential customers. Cadbury segment its customers in two categories demographic and
behavioural.
Targeting: - It refers to the process of breaking market into segments and then concentrating
whole marketing efforts over that group. Cadbury use to target children from age between 5 to
15 but now it stretched its target group from child to infinite age group.
Positioning: - It refers to the process of positioning image of product in mind of customers which
is done with the help of promotion. Cadbury position itself as a best accompaniment of every
occasion.
CONCLUSION
It has been concluded from the above discussion that marketing function plays an
important role within the organization. This is helpful in expanding awareness of product and
service within the potential customer and market. There is interrelation between marketing and
other departments so that organizational objectives can be achieved in less time. Marketing mix
is an analysis done by marketers before launching a new product in the market as it helps in

enhancing the value of product and service. This marketing mix consists 7 P’s- Product, Price,
Place, Physical evidence, process, people and Promotion.

REFERENCES
Books & Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International Journal
of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Cavusgil, S.T., and et. al., 2014. International business. Pearson Australia.
Hair Jr, J.F., and et. al., 2015. Essentials of business research methods. Routledge.
Kladou, S., and et. al., 2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.1-30.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management. pp.1-19.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies for the
Promotion of Luxury Goods (pp. 109-132). IGI Global.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Smith, A., 2014. Breaking the chain: The screen industry and disintermediation. Metro
Magazine: Media & Education Magazine. (182). p.104.
Zolkifly, N.H. and Baharom, S.N., 2016. Selling Cars Through Visual Merchandising: Proposing
Emotional Design Approach. Procedia Economics and Finance. 37. pp.412-417.