Marketing Essentials: Roles, Mix, and Planning for Cadbury Report

This report provides a detailed analysis of Cadbury's marketing strategies, encompassing the roles and responsibilities of the marketing function within the organization. It explores how marketing relates to the wider organizational context, emphasizing communication, sales support, and market research. The report further examines the application of the marketing mix (product, price, place, promotion) in the marketing planning process to achieve business objectives, providing insights into Cadbury's approach to product management, advertising, packaging, and event management. It also includes a basic marketing plan example for Cadbury, offering a comprehensive overview of how the company integrates marketing principles to drive growth and profitability within the competitive confectionery market. The report highlights the importance of aligning marketing efforts with consumer needs and preferences to ensure business success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Roles and responsibilities of the marketing function.............................................................4
P2 Roles and responsibilities of marketing relate to the wider organisational context..............5
TASK 2............................................................................................................................................7
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives. ......................................................................................7
TASK 3............................................................................................................................................9
P4 Basic marketing plan for Cadbury.........................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing helps in doing proper functioning of management so that they can attain a
success in the business. Managers of the enterprise have to grasp all the essentials of marketing
so that they can provide the best services to the consumers and provide the full satisfaction to the
consumers which help the company member in attaining the goals and objectives (Blythe, 2012)
. Manager have to focus on the needs and wants on the consumers and have to produce products
accordingly. Marketing concept of company helps the firm in analysing the needs of their
consumers and then they have to make the correct decisions so that they can satisfy those needs
better than the competition. The employees have to do the changes in the marketing concept
according to the requirements of the consumers so that they can expand the growth in the market.
The present report is based on Cadbury which is a British multinational confectionery company
and attain a second position in the market. In this assignment, discussion upon roles and
responsibilities of the marketing function (What is the role of marketing in an organization?.
2017). Along with this comparison on the different ways which is applies on the marketing mix
to the process which is related to the marketing planning which assist in achieving the business
objectives.
TASK 1
P1 Roles and responsibilities of the marketing function.
In business entity, marketing functions play a essential role. Along with this roles and
responsibilities of the function also play a important role in improving the profits. The
employees who are doing the work in the marketing department of Cadbury are responsible for
the effective communication with the consumers so that they can identify the needs of wants.
Marketing function of the business entity depends on the information which is provided by the
consumers for making the qualitative products and it assist in making the brand image in the
market (Brooks and Simkin, 2012). Marketing function for Cadbury helps in generating profits

so that they can meet out their expenses. Marketing function includes marketing plan, research,
product development and many more. Some roles and responsibilities of marketing function are:
Product management – Marketing manager of Cadbury have to do the appropriate management
of products which will help in improving the sales. Manager have to use some effective
strategies for the growth of the profits of company. Manager have to do effective communication
which assist in maintaining the position, proper pricing strategies as well as competitive
positioning to every employees of Cadbury in the marketing department. There are different
functions in Cadbury like sales department, research department as well as development
department, finance department etc. works in a cross functional team so that they can attain their
targets along with the objectives. The manager of the business entity have to develop the
products by using the development plan of merchandise which operates on a product life cycle. It
helps in improving the product according to the needs and wants of the consumer and gain large
amount of profits (Desai, 2013).
Advertising – The marketing department of Cadbury play a important and essential role in
promoting the brand name as well as products of the business entity. By doing the advertising of
the products and services, consumers can get all the information and data about the product so
that customers can easily purchase the merchandise. They can promote the product the product in
the different places so that they can fulfil the needs and wants of the customers and Cadbury
generate maximum profits. There are various tools and techniques which can be used by
managers to promote like advertisement can be given via newspapers, radios, magazines,
television etc. if the advertisement of the product is creative then the company improve the sales
of the products and earn maximum revenue. Along with this it helps in attaining the targets also.
Packaging – The staff members of Cadbury have to do proper and appropriate packaging of the
merchandise as well as services which will help in attracting the large number of consumers.
While doing the packing of the products, managers of the company play a important role which
assist in attracting the consumers and can easily attain the targets. In doing the packing of the
products as well as services, proper details or information should be written on the products in a
proper manner so that consumers know all the information and can easily understand the details
of the products which will succour in selling the large number of products and Cadbury attain the
maximum profits (Dessain and Zeuch, 2016).

Events – To conduct the proper events also a responsibility of the marketing departments of
Cadbury. Events to be conduct like seminars, conferences as well as consumers hospitality
events which will helps in attracting the large number of consumers so that they can generate a
large amount of profits. The company have to organise the events at the different places which
assist in promoting the different services of Cadbury. So, they have to conduct the proper events
which will easy for the business enterprise so that they can enhance their sales to meet out with
their expenses. Along with this it helps in attaining the targets and expanding the growth in the
market (Dibb and Simkin, 2013).
Sales – The sales department of Cadbury have to do all the activities properly with the proper
coordination with the marketing department so that they can set the price of the merchandise as
well as services. The marketing department of the business entity have to take help of sales
department in making some tactics along with the actions so that they can do the proper
promotion and also helps in meeting the goals and objectives which are decided by the higher
authorities of Cadbury. If both the departments are not doing the work with proper coordination
then it may create hurdles for the other departments in setting the prices of the products as well
as services. Moreover, it also affects the growth of the company and the profits of business
entity.
P2 Roles and responsibilities of marketing relate to the wider organisational context.
In Cadbury, marketing department having so much responsibilities to identify the needs
and wants of consumers. This department having the more responsibilities which succour in
increasing the profits, sales as well as to increase the market share through which the manager of
Cadbury can increase their growth and profitability (Draelos, 2010). Marketing department also
responsible for doing the proper marketing functions so that they can perform well in the
business entity. In the competitive market, Cadbury is a large business organisation so the
managers having more responsibilities of the consumers which helps in identify the interest as
well as needs of consumers. Some roles and responsibilities of the marketing department in
Cadbury which assist in earning the maximum profits. Along with this it helps in attracting the
large number of consumers. Different roles and responsibilities are:
Sales Support – In Cadbury, manager have to make proper coordination in all the activities so
that they can do proper work and provide good services to the consumers. They have to make a
good cooperation between the sales and marketing departments so that they can improve the

sales as well as performance of the business entity in the competitive market. It helps the
business entity in growing the business (Gamble and et. al., 2011). If sales department of
Cadbury provides full support then they can improve their products and services according to the
needs and wants of the consumers and by that they can improve their performance. Sales team of
Cadbury have to provide high quality services which helps in encouraging them that they have to
visit the company websites if they any feel any problem regarding the different services.
Market Research – The employees of Cadbury have to do proper research in the market which
helps in identify the needs and wants as well as requirements of the consumers. It is the duty as
well as responsibility of the manager that they have to conduct market research time to time so
that they can do the changes accordingly. It assist in identify the strength as well as weakness of
the other company and by that they can attain a success at the time of high competition in the
market. The manager have to carry out the survey which is beneficial for the company as it helps
in making good reputation as well as brand image in the market. By the proper market research
they can do the appropriate changes where needed (Branding and Marketing Essentials. 2017).
Product development – The manager have to develop the product time to time according to the
needs and wants of the consumer so that they can large amount of products and by that company
members attain maximum profits. Manager of Cadbury identify the market opportunities so that
they can fill the gap which exist between the product range. The marketing department have to
do proper work with the both internal and external product this can be developed by the team
which assist in improving the quality of the existing or introducing the new products. By doing
the market research they have to attain the maximum information or data for doing the
development of products whether it is existing or introducing the merchandise according to
needs and wants of consumers (Hoványi, 2013).
Strategy – The manager of Cadbury have to set the proper strategy so that they can complete the
work in a proper time and by that they can attain a goals and objectives. These strategies should
be use in a proper manner so that they can identify the needs and consumers and on the basis of
that they can develop the products of Cadbury. They have to apply proper strategies which is
beneficial for the company so that they can open the new channel for doing the distribution
which helps in attracting the large number of consumers. These strategies made by the higher
authorities of Cadbury for improving the work as well as product. The manager have to

implement the proper strategies so that they can reap the targets in a appropriate time which is
decided by them.
Communication – The conversation between the manager as well as consumers should be
effective so that they can easily sell the products and provide the bets services to the consumers.
They have to use proper process for doing the communication with the consumers and by that
they can earn maximum revenue (Illing and Anders, 2016). The manager of Cadbury have to
apply proper policy of advertisement which helps in providing the proper information related to
the products and this also based on the proper budgets that how they can make a plan for
conducting the advertisement campaign. If they are doing the effective conversation so that they
can attain the goals and objectives. The proper communication is necessary between the manager
of Cadbury and consumer so that they can maximise the profit as well as growth of the business
entity in market (Jones and Rowley, 2011).
TASK 2
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives.
The staff members of Cadbury have to use proper model related to marketing mix which
assist in identifying the needs and wants of the consumer. Along with this they have to
implement the proper planning strategy so that they can achieve the targets on time. For
enhancing the growth as well as generating the maximum profits it is essential that they have to
use the model of marketing mix (Marketing Essentials. 2017).
Price – The staff members of Cadbury have to set the price so that they can offer the best
services to the consumers. Cadbury is using cost leadership strategy which helps in delivering
the best services as well as products at a competitive price. They have to set the price according
to the needs of consumers so that everyone can afford. They have to provide the different items
in combo so that they can attract the large number of consumers. The manager of the company
have to sell the product at a low price so that they can attain the success as well as targets in a
competitive market.
Product – Cadbury have to provide the best products as well as services to the consumers.
Merchandise of Cadbury having a certain life cycle which includes the different phase like
growth, maturity and sales decline phase. They have to provide the products according to the

desire of consumers so that they can provide the proper satisfaction to the consumers. For the
business entity products may be tangible or intangible (Kennedy and Parsons, 2014). Along with
this they have to provide healthy chocolates so that they have to keep their health strong.
Place – The stores of Cadbury is located in the prime locations. The manager have to identify the
area so that they can use proper channel of distribution which helps in selling the products to the
consumers. The consumers of Cadbury also want the online delivery in those places where the
company can not open their places (Raj, Walters and Rashid, 2012). In the industry, it is
important as well as essential to open its outlets into different areas so that they can build the
strong relationship with the consumers. They have to provide the high quality products to the
consumers which helps in attaining the goals and objectives (Lamb, Hair and McDaniel, 2011).
Promotion – There are different promotional techniques which can be used by the manager of
Cadbury. It includes advertisement, direct selling, public relation. These techniques helps in
improving the brand name as well as sales of the business entity (Pike, 2015). The manager of
Cadbury have to maintain the relations with the public which helps in attracting the large number
of consumers and on the basis of that they can increase the sales and earn maximum profits.
Along with this they have to do effective communication while selling the products so that they
can attain the targets.
Process – This element of marketing mix is very effective. It helps in delivering the services of
Cadbury to the consumers. The company should allow the consumers so that they can enter into
that area where the proper process should be used so that customers get a clear overview that
what they are consuming (Lancaster and Massingham, 2010). The company have to provide the
services online by using the simple process which assist in increasing the knowledge by using
the internet facilities. By providing the services if consumers are not happy then they can fill the
feedback on the website of Cadbury.
People - These person are the most important as well as essential part of the business entity
which helps in attaining the goals and objectives which are decided by the higher authorities of
Cadbury. Employees helps in providing the best and qualitative services to the consumers and by
that they can attain maximum profit (Papasolomou and Melanthiou, 2012). The manager of the
company helps in identifying the needs and wants of the consumers. Along with this it also assist
in satisfying the requirements of the customer. They have to provide the product according to the

demand. Moreover, they have to provide the training and development to the employees so that
they can not face any problems.
Physical evidence – The services which are provided by Cadbury to the consumers they are
intangible. In the present world, consumer needs the physical evidence of every organisation. It
includes cleanness, quality as well as speed of the work. When the staff members of Cadbury
establish the physical evidence they have to build or maintain the strong relations of the
company with the consumers (Martin, 2017). For example, if Cadbury is serving the food items
in another country and the person of the country are not aware of this company then they have
have to establish a physical evidence between them. Along with this for making the positive
relations they have to make a premium charge from the consumers.
TASK 3
P4 Basic marketing plan for Cadbury.
The manager of Cadbury have to use proper marketing plan so that they can develop the
products accordingly and by that they can attain the goals and objectives. This marketing plan
helps in evaluating the needs and wants of the consumers.
Background Analysis – The manager of Cadbury have to provide the proper background of the
business. It helps the business entity in capturing the opportunities which are available to them in
the market and by this the employees can find their capabilities so that they can provide the best
services (Lipsman and et. al., 2012). Moreover, background analysis helps in identifying the
needs and wants of the consumer that what type of products they are expecting from the
company.
Marketing objectives – In attaining the marketing objectives, the staff members can use
SMART approach. S stands for specific, the goals of the company should be specific and that
does not make any confusion. M stands for measurable, it shows that what measures can use by
Cadbury to obtain success. A stands for achievable, in this objectives which are decided by the
higher authority of Cadbury they are achieved or not. R stands for realistic, in this manager of
the business entity having full knowledge that what type of strategy should be use so that they
can reap the targets. T stands for time, all the objectives should be attain in a set time frame so
that they can achieved (Malhotra, Birks and Wills, 2013).

Identify the target consumers – In this stage, manager of Cadbury have to identify the potential
consumers which helps in generating the maximum profits so that they can meet the expenses.
The employees of the company have to provide the products according to the desires of
consumers so that they can attract and earn maximum profits.
Brand positioning statement of target consumers – The main brand-positioning statement is
that they have to fulfil the needs and wants of consumers and have to focused on solving the
problems so that they can promote the best values (Mihart, 2012). When they resolve every
problem which are generating in the company they can maintain a brand image in the market.
Identify competitors who can target our consumers – The manager of Cadbury have to offer
the best quality products to consumers. In the market always a high competition in targeting the
consumers. The manager of Cadbury know about the strength and weakness which helps in
targeting the consumers easily.
Marketing strategy and marketing mix – They have to follow proper strategy which helps in
improving the products and services. Along with this it helps in defining the marketing
programme (Moll, 2016). The staff members have to use proper elements of marketing mix
which includes product, price, place, promotion so that they can make effective marketing
strategy to achieve the targets.
Some marketing approaches which helps in analysing the needs of targeting consumers
and to put a proper marketing plan on time. Approaches are:
Mobile – In the present time, use of smartphones increasing day by day. So it can change the
targeted consumers. The staff members of Cadbury have to implement the marketing strategies
to target the consumers on time. So that they can increase the knowledge of the consumers by
using the proper internet facilities (Moons and et. al., 2010).
Social media – By using the social media they can implement the proper plan for the every type
of consumers which are using the different platforms like Facebook, Twitter, You Tube etc. The
marketing department do the advertisements on Social media and by that they can attract large
number of consumers (Riddle, 2013). Along with this they have to provide the products
according to their tastes.
Email - Cadbury manager can use the Email marketing techniques in the different ways which
include newsletter, transactional emails or promotional campaign. It helps in increasing the
knowledge of the consumers by using the internet services (Nguyen and Simkin, 2012). They

have to choose the best technique for email marketing so that they can attain the goals and
objectives.
In last, the marketing department of Cadbury have to monitor the appropriate results
which helps in attaining the goals and objectives. By taking the proper actions so that they can
improve the performance in the competitive market and by that they can improve the quality of
the services which they are providing so that they can reap the goals(Wirtz, 2012).
CONCLUSION
After summing up study it can be inferred that the roles and responsibilities of marketing
department play a essential role in Cadbury. If manager of the business entity using effective
strategy in the market at the time of high competition then the company easily attain the goals
and targets on the appropriate time which is decided by the higher authorities. The marketing
department of Cadbury have to use the different and proper elements of marketing mix which
assist in promoting the brand image of the company. Cadbury have a strong position in finance
so it is easy for the business entity have to use the appropriate tools and techniques for doing the
promotion of the merchandise so that they become successful in attracting large number of
consumers. The manager of Cadbury have to prepare a basic marketing plan so that they can
analyse the strength and weaknesses of rivalries. Thus, company have to provide high quality
products and services to the consumers so that they can attract the targets.

REFERENCES