Marketing Essentials for Mental Health Professionals

This assignment focuses on applying marketing principles to the mental health profession. It involves analyzing and synthesizing information from multiple sources, including academic papers by Diana et al., Durand & Barlow, Forrester, Gummesson, Jones & Rowley, Kaur, Mitchell, Ogunmokun & Tang, Papasolomou & Melanthiou, Perreault, Purvis, Rudden, Swenson et al., Walliman, and an online resource on the functions of marketing. Students are expected to understand and apply these essentials to create a comprehensive marketing plan for their hypothetical mental health practice.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Role and responsibilities of marketing function ............................................................1
P2 How role and responsibilities of marketing relate to big organisation context.................4
TASK2.............................................................................................................................................6
P3 Compare the way in which different firms may apply marketing mix.............................6
TASK3...........................................................................................................................................11
P4 Marketing Plan ...............................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing mean promoting, creating and delivering product and services to clients in
order to increase sales and profitability. It is a set of activities or process for exchanging offers
value with customers and society at large. Management of an organisation has develop strategies
and plan to manage all business activities in an effective manner. It is human resource manager's
responsibility to conduct research at market place which will help in gaining information about
customers preferences, attitude, learning style, perception, motivation factors and many more.
Through marketing activities, firm are able to establish positive brand image in consumer's mind
which help to gain high market share. In this assignment, Cadbury is selected to analyse
marketing impact on firms profitability (Forrester, 2010). It is a British international company
that provider their services in around 50 countries with almost 71,657 employees. Cadbury was
established by John Cadbury in year 1824. It is third biggest confectionery manufacturers in UK.
This report covers role and responsibilities of marketing function and includes marketing mix as
well. It also covers marketing plan in order to all business aim and objectives.
TASK1
P1 Role and responsibilities of marketing function
Marketing is an action of promoting and selling products and services at market place. It
is a study of market and customer's preference accordingly develop goods. It is a social and
managerial process.
Concept of marketing:
Marketing is consider as an important concept which start with needs, wants and demand
of the customers. In addition of this, it is also an important aspect for business organization to
analyse customers needs and wants to provide them better satisfaction. This will increase the
profitability level of the company at market place. As it includes various concept and current and
fire trends such as:
 The marketing concept: It is one of the important concept in which company needs to
analyse the customers needs and wants with the purpose of providing them better
satisfaction. With the help of this Cadbury can easily increase their overall profitability at
marketplace.
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 The Production concept: It is also an fundamental marketing concept which relate with
quality of the products. For inviting large number of customers, Cadbury needs to serve
quality products to its customers at cheap price. In this company manufacture quality
goods as per customers needs and wants. This will contribute in attaining higher
profitability level.
 The product concept: It stated that customers are always influences with high quality and
innovative products. Thus, it is important for Cadbury to make chances within their
production activities with the aim of producing high quality products and services to its
targeted customers.
 The selling concept: It is relate with promotion and sales as well. In this context,
company needs to promote their services with the purpose of enhancing overall sales of
the company at market place. Along with this, Cadbury also evaluate customers needs
and wants before selling desired products as per customers needs and wants.
 The societal marketing concept: Under this, Cadbury evaluate customers needs and wants
to to deliver them quality products. With the help of this, company easily attaining
competitive advantage from its rivals
Nature of marketing can be define as achievement of corporate goals through exceeding
and meeting clients demands better then their competitors. Marketing manager develop plans
related to promotion, advertisement, sales, distribution channel and market research in order to
gain higher profitability. By effective marketing plan, firm are able to sustain in market long
period of time (Durand and Barlow, 2012). Management of an organisation has to manage all
business activities in an effective manner. Marketing department of the Cadbury play vital role in
promotion of product and services for achieve mission and objectives of an organisation. They
are coordinating, managing and producing all material representing business.
The marketing process:
Marketing process is one of the important aspect for business organization which help in
analysing opportunities in market place. In this company also select their target markets for
attaining success. Mainly it includes situational analysis, formulation of strategy, marketing mix
decision and control as well. All these are help in meeting customers needs and wants and at the
same time also attain their satisfaction.
Role of Marketing :
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Some important role of marketing are explained as follows:
Managing brand: In an organisation, various type of marketing activities are conducted
in order to build strong positive brand image in customer's mind. Manager of Cadbury use
several marketing strategies and plans like low prices goods, economic of scale, quality of
product etc. for promoting their product and services. Through this, they are able to build brand
value which shows strength of company at market place. manager manage all marketing
activities like promotion, advertisement etc. in order to managing brand image.
Conducting campaign for marketing initiatives: Through promotion activities, firm are
able to develop high brand values of their product as well as company name. For this, they use
several mode like campaigning, sponsorship, non paid advertisement etc. Marketing manager of
the company conducting campaign in order to promote their product and services at market place
(Diana, 2013). Cadbury run their business operation around 50 countries, each and every nation
has difference in their culture, lifestyle, living standards etc. Management of Cadbury consider
all these element of preparing promotion program for territorial division. It should vary form
country to country according to customer's preferences, culture, lifestyle and many more.
Provide content: Marketing manager is required to prepare promotional and
advertisement content in order to spread knowledge or information about product and services
among clients. That help to build brand value at market place. This content will help in making
tag line, heading of billboards, newspapers advertisement and many more.
Monitoring and managing social media: According to current market scenario, social
media sites are very important to gain attraction of large number of clients. Cadbury manages
and monitors all social media activities in order to build their product's positive image. They try
to manage social media pages and accounts. They also spread information about product quality,
features etc. through this manner. It helps to increase brand value.
Conducting market research: It is the r responsibility of marketing manage to conduct
market research in order to know customer's needs and want. Accordingly, they develop product
and services to fullfil these all demand effectively. Cadbury use qualitative research
methodology to know clients preference and demand (Desai, 2013). They make questionnaire to
know customer's opinion about firm product and services.
Overseeing outside vendors and agencies: Company shoould know their competitors
marketing strategies and plan for competing with them effectively. Cadbury hire Oglivy
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Melbourne as creative agency for their product like dairy milk etc. Company has hired agencies
in order to receive quality services that help to increase sales and overall profitability.
Function of marketing:
Some important marketing function are explain as follows:
Selling: Sales is a single activity that generate revenue for the firm. So it is very
important for an organisation to effectively manage and organise selling activities at market
place. Cadbury use various sales strategies like employees skills, customer as well as sales and
market knowledge etc. in order to increase profitability.
MIS (Management information system):Through this system, firm are able to analyse
market demand. Communication is an effective tool for promoting goods. Employees of an
organisation has want to know about firm mission, vision, goals and objectives in order to
achieve them effectively. For this, firm want to establish communication mode by which
employeescan share their ideas, opinion, experience etc.
Financing: Finance is important for conducting and completing marketing task like
promotion, advertisement, sales etc. Management of an organisation has prepare marketing
budget and fix resource allocation effectively (Chinn, 2017).
Exchange of good: Under this, big company like Cadbury purchased goods or material
for produce produce. If they purchase goods form big vendors, then firm take advantages of
brand value of other company. Example, Cadbury purchase raw chocolate form Vextory and
claim quality. That improve their product brand value at market place.
Distribution: Distribution is a important for an organisation to increase reachability in
international market. Cadbury use strong distribution channel to sell their product in rural area.
That increase their profitability as well as high market share.
Product:Product is an important element of marketing function. Firm has develop goods
accordingly to customer's needs and want that help to increase their profitability. Cadbury is
conducting research to know clients demand, preference and behaviour about their goods.
Through promotional activities, they manage their brand value and consumers positive attitude
toward product.
Price: Pricing of product is a crucial task of marketing manager. Management of
organisation has fixed product price accordingly to their competitors valuation. Product pricing
strategies is important for firm in order to gain high competitive advantages at market place.
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Cadbury use low pricing strategies for selling their product (Batt, 2013). By this strategies, they
able to retain high market share as compare to their competitors at market place.
Promotion: Produce promotional and marketing materials: Manager of an organisation
has produce marketing and promotional material that includes management documents,
collaboration, workflow, claims repository, regulatory information solution, sales analytics and
website or web content management etc. All material are help to promote product at market
place. Cadbury has produce material according to customer's perception, preference and choice.
P2 How role and responsibilities of marketing relate to big organisation context
Management of company develop strategies to grab attention of people in a large number.
Through this they are able to increase customer's satisfaction as well as high market share.
Various strategies is depending on firm management philosophy about market and customers
(Baker, 2014). Marketing department of Cadbury is using some scheme like affordable product
price, customer's buying behaviour, unique taste, discount offers, concession etc. Role and
responsibilities of marketing department are interrelated with other section of an organisation are
explain as follows: Marketing Deartment with operation department: Operation department has completing
task like product manufacturing, packaging, distribution, quality of good, timely
production, inventory management and many more. All these activities can effective
marketing function like, through quality of product selling task of sales executive should
be easy. That increase employees satisfaction as well as high number of clients.
Marketing task also affect firm operational work. Management conducting research to
know customer's needs and want, accordingly operations department has develop product
to full fill these demand effectively. It is conclude that, marketing as well as operations
both are interdependent to each other. That effect firm profitability and sustainability in
long period on time. Management of Cadbury establish strong and healthy relationship
between both department in order to reduce conflict. Which help to gain competitive
advantages at market. Finance department with marketing function:Finance is a blood of whole business task.
Without this, firm can not achieve their goals and objectives effectively. Finance
department allocate fund to marketing department in order to completing their task
effectively in given time frame (Babin and Zikmund, 2015). Cadbury has develop
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marketing budgets accordingly distribute fund. Production and marketing both section of
the company want highest fund for completing work. Some marketing activities which
needs high money are advertisement, promotion, distribution, selling etc. If any
marketing strategy fail, then firm face losses. Management has fix budget of all activities
and accordingly manager completing task. Marketing department with sales: Sales is a marketing activities. The main aim of all
marketing task is selling product. Management has develop marketing strategy in order to
increase sales. Clients approach, meeting and negotiation, consumers follow ups, delivry
of product and services or many more are the key sales operations of the business.
Marketing department of Cadbury play important role for sales. Selling is a activities of
provide customer's satisfaction by offering quality of goods and services. Its will boost by
promotion and advertisement of goods. Marketing function with research and development department: R&D department of an
organisation has develop innovative product and services in order to gain high customer's
satisfaction. Marketing manager conducting research to know about clients demand and
preference (Durand and Barlow, 2012). All these information are communicated with
R&D department, and they prepare product according to provide satisfaction or full fill
demand effectively. Both department has in interrelated to each other. Research section
has introduce innovative and new product. By this, marketing department has gain
competitive advantages at market place. Cadbury has strong research and development
department that helps to gain competitive advantage. Marketing department with human resource management function: HR manager of the
company has hire talented employees that increase quality of performance and product.
Human resource manager of Cadbury has conducting training program for their
employees that enhance workers skills and professional knowledge. Through this, staff
members of marketing department have able to deliver quality of services to consumers
that increase customer's satisfaction (Diana, 2013). Human resource department has set
compensation and bonus plan for sales executive. Through this, they appreciate
employees work and effort toward sale. Thus increase firm overall profitability in long
period of time. The main role of HR manager is recruitment, selection, appraisal,
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promotion, transfer, training and development program and many more. All these role are
important for success of marketing strategies at market.
 IT department and marketing function: In an organisation, the key function of
information technology are planning, networking, data analysis, security and support.
These all work are affect marketing task of the company. They helps to make networking
to attract large customers. IT employees are effectively spread information on social
media sites and internet to gain high clients attention. Current business environment have
rapidly change, this will occur due to high information technology interference. Through
strong, IT system Cadbury are able to gain competitive advantage at market place.
TASK2
P3 Compare the way in which different firms may apply marketing mix
Marketing mix is a tool which are use by company in order to achieve goals and
objectives in an effective manner in given time frame. It is a set of action that firm use to
promote product as well as services at market. Marketing mix includes 7p's product, price, place,
promotion, physical evidence, process, people. All these factor in important to sell goods and
gain high profitability (Desai, 2013). First 4p's product, price, place promotion are represent
goods and last three physical evidence, people and process has use to provide better services. All
marketing mix element has a combination of goods and services. Cadbury use this strategies and
run their business activities at international level. Nestle is a closest rival of Cadbury, so that
management has develop strong marketing plan in order to compete with competitors at market
place.
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(Source: 7P's of marketing mix, 2017)
Description of marketing mix elements and its comparison with Cadbury and Nestle are
explain as follows:
Marketing mix
element
Cadbury Nestle
Product  Firm has produce various product
like bars, desert, biscuits,
beverages, ice cream etc. which
cover several marketing
segments. Cadbury has offer
various product to customer at
different prices like silk, star bar,
snack sandwich, bournville,
bubbly, fudge and dairy milk etc.
 Company conducting research in
order to know clients needs and
 Company consist coffee,
tea, bottled water, ice
cream, pet and baby food,
cereals, breakfast etc. in
their product list (Chinn,
2017).
 They also offer various
brand like kitkat, maggie,
munch, polo, bar one and
milky barin order to full
fill consumer's needs and
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Illustration 1: Marketing Mix

wants. Accordingly they have
develop product to achieve set
goals and objectives in given time
frame. They provide large
number of choices to their
consumers according to their taste
and preference. Management of
the company has also done
modification to attract large
number of people.
wants. Through this, firm
are able to increase
customers portfolio.
 Several product and
services can provide
competitive advantage to
Nestle at market place.
Price  Company offer various goods that
help to grab attention of large
number people which increase
brand value.
 Management of Cadbury use
different pricing strategies for
different product, accordingly to
customer's segmentation needs.
They use skimming, penetration
strategy to boost sell (Batt, 2013).
 Mostly, cadbury use low pricing
strategies in order to gain high
customers. They provide their
services in rural area, this strategy
is work in that area effectively.
 Company choose
effective pricing strategies
according to market
conditions in order to sale
product.
 They conducting research
to know consumers
attitude toward goods
price. Accordingly select
best pricing strategies.
 Company has receive
large profitability when
they select competitive
pricing strategies at
market.
Place  Cadbury run their business
activities around 50 countries
effectively. That is shows, their
strong distribution channel
strategies. Which provide
 They use various mode to
sale their product are
trade channel, location, e-
commerce, inventory,
assortment, logistics,
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competitive advantages at
international market.
 They run their business by both
mode online as well as offline.
 They establish strong healthy
relationship with their distributors
which helps to increase sales and
positive brand image in
customer's mind.
coverage etc. All these
element has affect
performance.
 They also run their
business activities around
194, its four times form
Cadbury.
Promotion  Through this activity, firm are
able to build positive brand image
in clients mind. That help to
increase brand value.
 Cadbury use various promotional
strategies like advertisement plan,
electric and print media, visual
display and holdings etc. These
all promotion strategies can
improve market awareness about
product or services.
 Cadbury use promotional
program like advance
communication system, cadbury
delicious book, free sample with
cadbury premium brand, superior
marketing, innovative radio
program, effective press and
cinema use.
 They also use various
promotional strategies
like advertisement,
spreading information
among customers through
internal or other mode,
strong public relation,
peck-ageing etc. in order
to gain competitive
advantages at market
place (Baker, 2014).
 They advertise their
product through online as
well as offline mode.
 They have large market
area, so that according to
location culture and
preference, promotional
plan is develop.
Physical evidence  Physical evidence includes
display rack, packaging, colour
 Nestle use various
physical evidence
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and many more. That attract
customers.
 Through this activity, cadbury are
able to increase customer's
purchasing experience.
 Cadbury use booklets, templates,
poster in store as physical
evidence.
strategies in order to gain
higher profitability.
 Services design is a most
important element for
Nestle to attract large
number of customers.
 Theme outlet is a key
strategies of Nestle, they
use this strategy at big
supermarket and grocery
store to attract clients.
Process  Implementation of strategies and
plan is important for Cadbury to
achieve set goals and objectives
in given time frame.
 By take care of customer
complaints effectively in order to
increase clients satisfaction.
 Cadbury use strong distribution
channel in order to improve
reachability (Babin and Zikmund,
2015).
 Process of supply chain
management is effectively
implemented by company
to enhance numbers of
purchases by customers.
 Some time, firm face
issues related to product
quality and ingredients
but management of the
company has resolve
issues effectively.
 Firm has develop
strategies to improve
delivery of services.
People  Human resource manager of
Cadbury has conducting training
program at their work place in
order to enhance employees skills
and knowledge. By this, quality
 Firm has conducting
training events. through
this, skilled employees
deliver quality of services
to their customers that
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of services may improve.
 Cadbury get feedback form their
clients that helps to take
appropriate action in order to
increase customer's satisfaction.
enhance their satisfaction.
TASK3
P4 Marketing Plan
Marketing plan is a scheme that is prepared by top management authorities to make a
path and major objective of preparing this tool is to accomplishing all business activities in most
profitable and systematic way (Durand and Barlow, 2012). Marketing plan is helpful in building
a step by step procedure in company so that all targets could be attain in most adequate manner
by applying multiple tools and technologies. There are some elements which has to be taken into
consideration while manufacturing a marketing plan and these aspects are described below:
Overview of Organisation: Cadbury is a second largest confectionery company which is
operating its business operations in food and beverages industry. Organisation is operating their
business operations in multiple nations very effectively and also captured higher market share in
other nations also by providing quality products which are able in gaining greater satisfaction of
consumers. Cadbury is good in grabbing competitive advantages in comparison to rivals firms.
Vision of Cadbury Company: major objective of association is working together for
developing those brand which people love. This vision helps manager of organisation to work in
most significant way so that quality product could be produced because items are ultimate thing
which keep those promises who company made with their clients (Diana, 2013). Vision of
creations of Cadbury is a commitment of firm to their consumers and venture can fulfil this
promise by preparing extraordinary quality products.
Mission of Cadbury: Organisation's mission is “Cadbury means quality”. This objective
is helpful in assigning short targets to staff members like manpower has to be concerned about
quality of items so that functionality of firm could be maintained because a quality product is
responsible for association's success and growth. Missions are helpful in attaining all targets in
limited period of time.
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SWOT Analysis – This is an important tool which is help in analysing all market
conditions and provides info regarding how much market share is captured by company and what
are the opportunities present in marketplace to covering more space in market (Desai, 2013).
Elaboration of all these criterion are stated as beneath:
Strengths weaknesses
 Cadbury is a company which acquired
a remarkable market share in industry.
 Organisation has specialisation in
providing extraordinary quality
products.
 Customer's trust is high on association.
 Items of venture are able in generating
high demands in market.
 Few products like bubble gum and
biscuits are showing less demands in
marketplace.
 Beverages market yet to be covered by
Cadbury.
 Corporation is not able in considering
all health measures.
Opportunities Threats
 Low price cookies and chocolates could
be a cash cow for association because
lesser price enable more persons to but
company's product (Chinn, 2017).
 To get out products from failure, it is
required from association that
prominent marketing tool should be
used.
 Competition in confectionery industry
are regularly increasing.
 People are becoming more health
conscious that is why sale of firm is
decreasing.
 Few products are a type of failure of
corporation.
Goals and Objectives of Cadbury: Objectives are overall goals of firm which have to be
accomplished by staff members in allotted time duration. Main aim of Cadbury company is to
produce high quality products in order to attain satisfaction of consumers. Extraordinary quality
items make an organisation brand and this action also fulfils vision and mission of company.
STP:
This is a tool which helps a company in making segmentation of market into various
portions and the further helps in targeting those segment which is showing high demand of
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products and services. Positioning means placement of items in the mind of consumers to make
popularise them (Batt, 2013). Positioning means making a product as much able so that all
consumers could get recognise them very easily. Below are elaboration of all aspects:
Segmentation: It means distribution of demographic region according to the type of
products and potential of buyers. For e.g., in earlier days; Cadbury generate an idea of
manufacturing chocolates and for this purpose, managers of association segmented their market
in different segments and children is one part of all portions because kids and upper-kids have
sweet tooth and because of this they like chocolates more than any other item like toffee. So
here, company segment their market into children and target those children whom are able in
making purchase of their favourite chocolate.
Targets: As per above case, it is clear that children are actual target market for
organisation and this type of target market also have potential to purchase companies products.
Positioning: Company positioned their products in the mind of customer as chocolates
are those things which kids can enjoy without sharing. On the other hand, association also
popularise that they are using dairy raw material for producing their products and this is a
healthy ingredient for kids.
Marketing Strategy: To hit all targets in limited period of time, a remarkable and
systematic marketing strategy is needed. This type of tactics help managers in prioritising their
all operations so that firstly those action should be accomplished which is having highest
priority.
Implementation: In this step, all phases that are prepared in strategy are to be launched in
reality for conducting all task as per their priority (Baker, 2014). Effective execution of strategies
aid management in grabbing entire opportunities for attaining higher financial earning from
marketplace.
Evaluation: This is an examination of all marketing activities and for this purpose there
are some methods which are described as beneath: Sales Analysis: This is a case in which every year's sales volumes is to be analysed for
predicting next year's sale. As result, Cadbury is having higher amount of selling items. Market Share Analysis: This is a study of market share of company and competition as
well and company has been captured a prominent share in marketplace more than rival
firms.
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 Efficiency Ratios:
◦ Asset Turnover Ratio = Revenue (Sales)/Net Assets
◦ Cost-Profitability Analysis: It considers evaluation of entire profits in respect to
cost. It is gap between sales and cost.
CONCLUSION
From the above report it is concluded that marketing is a essential element of all business
activities which provide competitive advantage at market place. Management of Cadbury use
various marketing strategies and plan in order to enhance customer's satisfaction. Promotion,
advertisement and selling is a three most important function of marketing. Company has
conducing research work that help to gain information related to clients needs and wants.
Accordingly, they develop product and services. 7P's of marketing helps to increase
sustainability at market place. In this assignment, develop marketing plan of Cadbury, that
include mission, vision, goals, objectives, strategies, financial function, human resource
activities, marketing strategies thus include targeting, positioning, segmentation etc.
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Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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