ESSENTIALS INTRODUCTION TO MARKETING IN ORDER

Produce and evaluate a basic marketing plan for the chosen organisation 8 CONCLUSION 10 REFERENCES 11 INTRODUCTION In current business environment, marketing plays a essential role in the success of all business unit. It assists to accomplish the strategic advantage overtheir competitors into market as well as aware customers about goods and services provided by organisation and also develop value for them to satisfy their requirements. Marketing plan is helpful to develop the currents and future trends to set the goals according to recent as well as upcoming demands

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Concept of marketing, including current and future trends....................................................1
2. Different marketing processes.................................................................................................2
3. Role and responsibilities of a marketing manager in the context of the organisation............3
4. Marketing influences and interrelates with other functional departments of the organisation.
.....................................................................................................................................................3
5. Value and importance of the marketing role in the context of the organisation.....................4
6. Significance of having effective interrelationships between different functional
departments.................................................................................................................................4
7. Comparison between two company in context of marketing mix..........................................5
8. Produce and evaluate a basic marketing plan for the chosen organisation.............................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In current business environment, marketing plays a essential role in the success of all
business unit. Marketing is refers as a action oriented process that is utilise to sell products to
consumers (Malhotra and et.al, 2013). It assists to accomplish the strategic advantage over their
competitors into market as well as aware customers about goods and services provided by
organisation and also develop value for them to satisfy their requirements. For this report the
chosen company is Cadbury which is a fastest growing British multinational firm. Its
headquarters is in Uxbridge, UK. In this report, marketing concepts with current and future
trends are mentioned. Process of marketing and roles as well as responsibilities of marketing
manager. Interrelationship with another functional departments chosen firm. Importance and
value of marketing role and apart from this significance of having good relations with another
department. Marketing mix of two company and prepare a market plan are also mentioned in this
report.
1. Concept of marketing, including current and future trends
Concepts of marketing is refers as a belief through which company can analyse overall
current as well as future requirements of customers and make strategic decisions to satisfy those
requirements more efficiently then competitors. Marketing plan is helpful to develop the currents
and future trends to set the goals according to recent as well as upcoming demands of consumers.
The trends are mentioned below:
Current trends:
Current trends is generally decided by analysing the recent market as well as demands
and needs of clients. Some of present trends used by Cadbury are as follows:
Mobile marketing:
This is considered as a various channels, strategy of digital marketing that aim to reach
consumers on their mobile phones, tablets etc (Purvis, 2015). Cadbury utilise this trends in order
to easily communicate with clients through SMS, providing adds on different apps and so on.
Also attract more number of consumers.
Social marketing:
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This is used to develop activities which is focused to change the people and society
behaviours. For this Cadbury apply social bots that is usually utilise on social media as well as
are managed that based on specific algorithms and acts like actual people in social network.
Future trends:
This trends is decided by examining clients tastes, preferences etc. Therefore, future
trends that Cadbury can use are mentioned below:
Artificial Intelligence:
Utilising AI, machines as well as programmes perform in a way which corresponds
towards intelligence and action of people. This is mainly depends upon software that not only
programmed but also adjustive (Future Trends. 2019). Cadbury can utilise this kinds of trends in
future to control the methods of marketing. It also assists them to highlight the issues as well as
needs of consumers.
2. Different marketing processes
Marketing process is considered as a way where value can be created for clients to satisfy
their requirements (Baker and Magnini, 2016). With the help of this Cadbury can approach their
target clients, gives good services and so on. Therefore, process of marketing are as follows:
Analysing marketing opportunities:
This is the starting steps of marketing process. After examining the marketing
opportunities, organisation can get to know about the requirements of consumers. According to
its needs Cadbury can satisfy their consumers. For example- if clients wants good quality
products then organisation is able to provide that. It is that situation when firm can fulfil the
demands of clients. It is crucial in the company process of marketing planning.
Selecting target market:
Select the target market is important for marketing process. It is helpful to identify the
new marketing location with new customers. Cadbury can select target market according to
customers tastes and preferences, market size and so on in particular place.
Designing marketing mix:
After determining the marketing strategy for targeted market Cadbury will proceed to
design the marketing mix. It is considered as a controllable marketing variables set that
organisation integrates to produce and accomplish target market needs (Khan and Adil, 2013).
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Products, price, place and promotion are its four basic components. All these are created in order
to accomplish the goals of company by delivering value as well as satisfaction to consumers.
Managing the efforts of marketing:
Organisation make marketing efforts so that they can attain the objectives of target
market. it mainly focus on four management function that are analysing, planning, implementing
and controlling. Cadbury can focus upon these elements so that their desired objectives can be
achieved. The purpose of Cadbury is to attain the loyalty and satisfaction of clients.
3. Role and responsibilities of a marketing manager in the context of the organisation.
Marketing manager plays various roles and responsibilities in firm. They are the one
who manage the marketing of goods and businesses. Roles as well as responsibilities it holds are
mostly related with the product selling, development etc (De Jong, Marston and Roth, 2015).
Thus, roles as well as responsibilities of Cadbury marketing manager are as follows:
Standardization:
This is the process through which standards are developed and implemented. It is based
on the principles and core values of firm. For example: a standard set by Cadbury is to provide
quality products. It develops the believes among clients in respect of that company. Therefore,
marketing manager responsibilities is to standardise their products according to its quantity, cost
etc.
Product distribution:
Distribution is refers as a method by which goods are delivered to clients as well as
market. Cadbury can plan to dispense its products to those consumers who want it. This aids
company to gain more market share. Thus, it is the responsibilities of respective firm marketing
manager to distribute its product through distributors so that their goods can be reached into
target marketplace.
4. Marketing influences and interrelates with other functional departments of the organisation.
Marketing is important for all company and influences organisation as well as another
departments (Pike, 2016). Cadbury marketing manager has developed a effective plan, packaging
etc. in order to attracts and affects business success. Interrelationship of marketing with other
departments are mentioned below:
Marketing with production section:
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Department of market set certain deadlines that increases the capabilities of production
division. Both sections of Cadbury has to work together so that they can assure about proper
planning of research and development in order to satisfy the requirements of clients, order
volume generated by marketing can be completed on specified time. For example: respective
firm marketing department is interrelated with one another as marketing set deadline and
guidance to the production such as how much to produce in what quantity and many more.
Where as production are provides the work on specified time for marketing.
Marketing with Human resources department:
HRM department is accountable for overall task which is related with recruiting, training
etc. Both marketing and HR sections of Cadbury perform together to ensure that effective skilled
as well as levels of staffing are in place to investigate and develop innovative ideas of products,
complete the production target and so on. For example: Respective firm marketing and HRM
department are interrelated with one another as if marketing sections required any proficient
candidates to be hired or any need training then they will tell HRM department. In case HRM
want to enhance its company sales to attain the objectives so they will contact to marketing one.
5. Value and importance of the marketing role in the context of the organisation
Marketing plays a crucial role in accomplishing the objectives within Cadbury by
utilising suitable techniques. It assists them in enhancing their revenue as well as sales that is the
goals of each business unit (Muralidharan and Raval, 2017). Therefore, the value and importance
of marketing are mentioned below:
To maximise profitability:
Profit maximising is generally the main objectives of firm that can be accomplished
through reducing costs or providing standard quality products. In context of Cadbury, marketing
facilitates many strategies that assists in producing profitability as well as minimising the
operational costs of firm. For example they can utilise strategies like pricing to sell its products
into market that can aids them to produce more profit.
To achieve competitive advantage:
Strategies of marketing also assists in acquiring competitive edge into market place . For
example: Cadbury can apply differentiation strategies and create its products unique on the basis
of design, features in comparison to their competitors.
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6. Significance of having effective interrelationships between different functional departments.
Importance of having effectual interrelationship between various functional sections of
Cadbury create trust. Because of relevant and efficacious communication among other
departments built confidence into them and also the proper information is facilitated when all
sections have effective communication (Ionita, 2012). Minimises the disputes between different
divisions, maximise productivity as well as efficacious of each departments. Having effective
communication with various sections can also useful to facilitates effective services to clients as
different divisions hold many kinds of responsibilities so in case any issues created in respect of
any departments then it can be solved quickly.
All the departments such as finance, human resource department, production etc. help
marketing department to attain its objectives. As Finance department arrange funds for them so
that required things are to be available and task are to be done on time. Likewise HRM section
hire skilled candidates for marketing division and also provide training to them so that work are
to be accomplished on time. Thus, various department assists marketing section to achieve their
objectives as well as complete the task faster and quicker.
7. Comparison between two company in context of marketing mix
Illustration 1: Marketing mix
(Source: Marketing mix, 2018)
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Marketing mix is a process that uses different plan of action and procedures to make its
good brand in the competitive market. This can be developed through price, place, promotion,
physical evidence, product and people (Desai, 2013). There are seven P's that make the typical
competitive market which has been been differentiated the two companies that has been given
below-
Cadbury Nestle
Price It can be represented for getting
good value of money and the most
important part to decide the cost of
the product. The value of the price
is good so that every type of
customers can be able to purchase.
Cadbury set the prices of its
products according to the customers
taste and preferences so that more
customers come and buy its
products. It make its products
competitive by making
advertisement in the newspapers,
online references so that customers
can see and buy the chocolates of
cad bury.
The cost is the main process in the
nestle. It depends upon the sales and
profit margin of the customers. For
example-Nescafe and Maggie is the
two product which make high price
in the global market because it tasted
by every type of customers and more
profit margin is be accomplished.
This can increase the skimming price
which make clients to not to change
its product.
Product Cadbury sales its product
throughout the world. It make wide
range of chocolates, ice creams and
biscuits according to the needs and
preferences of the customers. With
such a good demand of the product
customers are also like its
chocolates which cater the needs
Nestle provides the wide range of the
products in all over the world. They
had providing a wide range of the
products. For example-Maggie,
Nestea, kit-kat etc. This can
accomplish the needs and wants of
the customers and more customers
will buy this product (Cabrera and
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and benefits. It had made big crisis
in all over the world and it is
growing faster and faster day by
day. For example if Cadbury sets
its business in the rural areas then
no more income will be generated
and low profit margin will be
inherited.
Williams, 2014).
Place This is a process in which Cadbury
launching its product world-wide
by making different distribution
channels in the market. It is selling
its products in both urban and rural
areas so that it identified the
customers needs and generate the
maximum profits. Foe example if
more customers buy its product
more revenue will be generated
Nestle distribute its products in the
super markets and in the different
malls in all over the country. It has
been sale its product through
different sales market distribution.
For example- it places its product in
hospitals, canteens of colleges and in
different companies and public areas
of the country.
Promotion It make its promotion through
different distribution channels so
that more income cab be generated.
For example its sell its products
through television , radio, online
references, posters etc (Wirtz and
et.al, 2014). It make a promotion
like Kuch meeta ho jai which seeks
that brand is promotion its product
by making some sweetness in the
product. It had various type of
brans that seeks in every eye of the
Nestle make the promotion through
different sectors like For example it
make the product launch globally
through media, newspapers, radio
and online references so that it make
more revenue in the competitive
world. Nestle make the
advertisement through linked in,
insta so that all people can see this
product and more profit will
generate.
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customers so that demand will be
high and more profit revenue will
generate.
Process The main process of Cadbury to
make its product according to the
customers taste and preferences so
that every type of customers taste
its chocolate. For example- if the
Cadbury launch its product in the
global market then the profit
margin will be high according to
the income of the consumers. This
will inherit the trade and
accommodations of all type of
people who like to buy its product
The products of the nestle been
accomplished according to the needs
of the customers so that the demand
will be high. For example- if the
product launch its product in the
urban areas then the profit will be
generated and more supply will be
inherited (Rancati, Gordini and
Capatina, 2016).
Physical evidence It is creating a good environment in
all over the world. Cadbury make
different chocolates that the
children would like and taste it
accordingly. For example if
Cadbury launches the dark
chocolate then the health conscious
people will buy more so that
demand will be high for inheriting
the taste and preferences of the
customers. There are different
channels of distribution that the
people will inherited its product. If
the channels of distribution is high
then the more profit will be
The more customers are be been
purchased its product then
knowledge is been threatened. For
example if Nestle producing its
product in the competitive world
then sales will be inherited. The
more customers buy its product. The
more consumers buy its product
more profit will b e generated so that
the market become more
competitive. If sales will be high
then the demand of the product will
be more so that it satisfied the needs
of the consumers and result will be
increase. The diversification of the
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generated according the the needs
of the customers.
products can be made according to
the needs of the customers so that
profit margin will generate. The
more the profit the more sales of the
Nestle is been threatened.
8. Produce and evaluate a basic marketing plan for the chosen organisation
Marketing plan refers as a whole document blueprints that are required into product
marketing from initial stage. It explains various activity relating to marketing techniques and
planning for organisation (Pappas, 2017). Therefore, as an Cadbury assistant manager, planning
to introduce a sugar free cup cakes. So, the targeted consumers for this products will be for
diabetic people.
Vision: “To bring happiness on face of people and facilitating sugar free cup cakes”.
Objective: To launch sugar free cup cakes to enhance market profit by 5% and more in 1 year.
Marketing Mix:
This is crucial for marketing elements, it aids organisation to develop its plan for new
products. Cadbury can use this for its new products that is sugar free cup cakes. In order to
introduce new products into market, respective company have to perform marketing mix so that
they can decide where to launch it first, what should be the price and so on. All this help them to
accomplish its objectives that is maximise market share by 5% in one year. All the elements are
explained below: Product: It is considered to be a things which organisation is planning to launch in
marketplace. For Cadbury is sugar free cup cakes. Price: This is an essential components for clients and firm. Usually consumers are more
concentrated on price so, it should be reasonable. Sugar free cup cakes price will
initiated from approx £ 10. Place: Place where organisation wants to launch its products. Cadbury is launching their
new products firstly in UK region. Promotion: It is the way by which organisation form product awareness among
consumers (Eldridge and Judkins, 2012). Thus, Cadbury will advertise on many sites,
newspapers, televisions and so on.
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 People: They are the one who purchase firm products and also called as consumers in
case it buy any products. Cadbury will facilitate their products mostly to those who are
having diabetes. Process: It usually affects product execution. Therefore, process utilise by Cadbury for
its new products are initially it produce few products and distribute to stores if their
demands into market then only more products should be manufacture.
 Physical evidence: This more essential as consumers have more faith upon physical
products. Cadbury is already a famous brand so their products are available approx all
general stores.
As objectives of Cadbury is to enhance market share. Therefore, all the above mentioned
7P' s are applied by the Cadbury so that they have the idea regarding which product is to be
produced at what price. Also at which place, how to promote them? What will be the process for
producing new products and so on. Through this they can accomplish their objectives effectively
and efficiently. Thus, effectiveness and ineffectiveness of marketing mix is that it aids in
ascertaining which marketing strategy is appropriate for firm, developing product, maintaining
organisation's relationship etc.
Marketing evaluation:
Evaluation is refers as a tool that is utilise to examine the products success and failure. It
is helpful for taking corrective actions (Okumus and Cetin, 2018). Cadbury going to study the
overall cup cakes market in order to acquire ideas about products production and selling.
Marketing Budget:
This is considered as a marketing plans in respects of cost. It is an approximated cost that
will be needed by Cadbury in order to do whole activities like promotion etc. Thus, the estimated
cost is about £ 65, 000. Marketing budget give them the approximated amount. But It do not
provides the accurate amount.
Budget Plan:
For launching a new product that is sugar free cup cakes Cadbury have to produce a
budget plan which is mentioned below:
Particulars Amount(£)
Research and development 35000
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Promotion 15000
Online marketing 8000
Packaging 7000
Total 65000
STP Analysis:
This generally refers the segmentation, targeting and positioning. Cadbury utilise this
analysis to segment their market, target the consumers and position the brands so that they can
stand out from its competitors.
Segmentation: Here, Cadbury considered large market and determined the segment base.
This step also ensures that appropriate segments are chosen.
Basis Cadbury(Sugar free cup cakes)
Gender Both male and female but mostly for diabetes people.
Age All age group
Market In UK region (large)
Targeting: Cadbury now determine to whom they target. Therefore, this ascertain each
segment to find out market segment value. It targets the all class individuals. Also, provides
quality products at low cost so that lower class people can purchase products.
Positioning: At last, positioning is formed for whole target segment. Herein, goods are
positioned competitively in segment. Cadbury understand as well as develop a USP for its brand
in that segment. As it position itself as international brands. Thus, they position its sugar free cup
cakes through advertisements as well as attractive packaging.
Hence, effectiveness and ineffectiveness of STP analysis is minimises the risk in deciding
where, when, how and to whom the new product will be marketed, enhance the marketing
efficiency through directing effort specifically towards designated segment. Also, it maximise
cost and is time-consuming.
From the above marketing plan it has been evaluated that cadbury is launching new sugar
free cup cakes into UK marketplace for enhancing the market share. Moreover, the price of the
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one cup cake is £ 10 and promotion will be done by advertisements on many sites, newspapers,
televisions. For this the budget is approx £ 65, 000.
CONCLUSION
From the above report it concluded that marketing is important in all company. Trends
such as mobile marketing, artificial intelligence etc. are utilise by firm. Process of marketing are
applied to analyse opportunities for market, select target market and so on. Marketing manager
role and responsibilities are product distribution and standardisation. Relationship of marketing
with production and HRM department of Cadbury. Value as well as importance of marketing
role in maximising profitability, accomplishing competitive advantage etc. marketing mix of two
firms are compared and marketing plan is produce and evaluated for attaining objectives of
company.
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