Marketing Essentials of Cadbury Assignment (Solution)

Marketing Essentials of Cadbury
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Table of Contents
Introduction.................................................................................................................... 4
LO1............................................................................................................................. 4
P1 Explain the key roles and responsibilities of the marketing function in Cadbury........................4
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context in
Cadbury..................................................................................................................... 5
LO2............................................................................................................................. 7
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................7
LO3............................................................................................................................. 9
P4 Produce and evaluate a basic marketing plan for an organization...........................................9
Conclusion................................................................................................................... 10
References................................................................................................................... 12
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Introduction
The marketing concept in the business is all about creation of consumer vale and managing the
overall relations with them. If this occurs then overall value can be gained from the consumers in
form of sales revenue, profit figure and their loyalty (Sinha and Sheth, 2017). The present study
has thus been carried out as an assistant to the Marketing Manager of Cadbury firm in order to
assess the roles played by the department and how it interrelates with other departments. Focus
will also be given on assessment of the marketing mix to attain business objectives and
developing a marketing plan for a new product to be launched by the company.
LO1
P1 Explain the key roles and responsibilities of the marketing function in Cadbury
Varied roles are played by the marketing function within Cadbury.
 Defining and managing the brand - One of the major roles is to carry out promotion of
the Cadbury brand and also ensure that there is maintenance of positive brand image for
the company. This helps to define the experience for the consumer as well as the partners
that interact with the firm (Morhart and et.al., 2015).
 Conducting promotional activities - promotional activities are further carried out by the
company so that the consumers can be lured towards the product and service offerings. In
case of Cadbury this is done by use of television ads, banner designing, endorsing key
people as brand ambassador such as film actor Amitabh bacchan in India among others
(Boelsen-Robinson, Backholer and Peeters, 2015).
 Creating content for website- the marketing department at Cadbury has ensured that its
website is well developed so that people are lured by the products (Choksi and et.al.,
2016). The marketers thus keep the web content quite accurate and current.
 Social media management - Other than the website of Cadbury, the marketing department
also makes sure that social media pages of the company are well managed and it also
watches carefully as to what is being posted about the firm online.
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 Serving as media liaison - A member of the marketing department from Cadbury also
acts as a spokesperson for the company. His role is to provide guidance to media
executives as to how the queries should be handled.
 Conducting market research – this is one of the key functions within marketing
department of Cadbury as research helps to define the target markets and gain a know
how about their needs. This helps the production department to work on its product
offerings accordingly (Tuten and Solomon, 2017).
 Corporate functions – this involves for setting up and enforcing of brand standards,
defining infrastructure for public relations, formulation of event strategies among other.
All this function is performed by creation of a corporate marketing plan calendar so as to
deliver the stipulated marketing objectives in the best possible manner.
 Keeping up with the competition – the marketing department of Cadbury also ensures
that the company is able to keep up with the competitor strategies. This is done by
carrying out the research on rival firms as to what products are being launched by them;
what are their strength and weakness and how Cadbury can avoid the mistakes that have
been committed by the rivals. It is also essential to know as to where Cadbury has placed
itself in relation to its competitors being Lindt, Nestle, Godiva among others. This
function thus helps the marketing managers to formulate the best possible strategy.
 Communicating with other department – it is also a secondary marketing function within
Cadbury where focus is given on creating a communication channel with other
departments (Sinha and Sheth, 2017). This is done so as to familiarize the employees
with the overall marketing ethics, philosophy and consumer relation activities to be
performed by front office staff. It does this by carrying out workshops, training sessions
with respect to consumer complaints and building up of overall brand awareness.
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context
in Cadbury
As discussed in the above section, one of the important functions of marketing is to create a
communication channel with other departments. Same applies to Cadbury as well where the
implementation of a marketing plan requires the help of other departments such as Hr., finance,
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