Marketing Essentials and Plan Implementation

The assignment provided a detailed report on various promotional activities conducted in marketing to improve profits of an organization. It emphasized the significance of different roles and responsibilities of marketing functions, including producing an effective and efficient plan to evaluate before implementing. The report also highlighted the need to allocate resources and tasks based on expertise to attain desired results.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brief history of organisation.......................................................................................................3
TASK 1 ...........................................................................................................................................4
P1. Key roles and responsibilities of the marketing function in Cadbury..................................1
P2 Roles and responsibilities of marketing relate to wider organisation....................................2
TASK 2 ...........................................................................................................................................4
P3 Compare ways in which marketing mix can implement........................................................4
TASK 3 ...........................................................................................................................................8
P4 Produce and evaluate basic marketing plan...........................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The marketing term is described as beneficial tool for an organisation by which sales and
profits can be increased. It is important to conduct various promotional activities to make people
aware about the innovations or creativity implemented in product or services. There are various
kind of enterprises that realise the important of marketing to improve productivity as well as
profitability. This can be done through preparing several unique and effective strategies and
policies to boost you the brand image of firm in appropriate manner (Berkowitz, 2016). It
includes to provide correct information about brand to customers and make them convince to
purchase specific goods or services. This assignment will include roles and responsibilities of
marketing function and relation to wider organisation. Comparison of methods in which
marketing mix can be implemented and evaluation of marketing plan is given below.
MAIN BODY
Brief history of organisation
This report is based on Cad-bury which is British confectionery company wholly owned
by Mondelez international since 2010. Its headquarters are situated at Uxbridge, West London
and running in 50 nations at global level. Its basic products are Dairy Milk chocolate, the Creme
Egg and Roses selection box and many more confectionery goods. It was established in
Birmingham, England in 827 and founded by John Cadbury who primarily sold tea, coffee and
drinking chocolate. After that, dairy Milk chocolate was introduced in 1905 by using higher
proportion within recipe compared with rival products. This company has around 71,657
employees working over there and management is democratic. Structure of Cad-bury is
Hierarchy which clearly indicates about various designations like in charge, gives orders, expand
firm, and takes on workers. Delegation is followed as employees can participate in to discuss
several issues or problems who are interested and gives suggestions because company considers
them.

TASK 1
P1. Key roles and responsibilities of the marketing function in Cadbury
Marketing is a important function that is carried out by business organisation in order to
promote their products and services in effective manner (Brassington and Pettitt, 2013). Cadbury
have many departments that include finance, human resource, production, Research and
development and marketing that have certain responsibilities and roles. Marketing managers play
a essential role in this section that have number of function to be performed. They have to draft
marketing plans that involve several steps that has to be carried out in expeditious way. This
function gets started with performing marketing research that focuses on collecting of
information related to consumers behaviour and nature (Desai, 2013). It provide guidelines and
framework on which whole work process is performed. Key roles and responsibilities of
marketing in Cadbury company are discussed below: Marketing Research: This is a first step in which marketing manager of cadbury perform
research in order to examine current market situation so that plans are formulated
accordingly. Consumers in market place always prefer to buy quality products that will
satisfy their needs and wants in proper manner. Cadbury have well established image in
market area as compared to its competitors and thus, offer wide variety of products to
their clients according to their requirements. Formulation of marketing strategies: Strategies refer to the rules and regulations that are
framed for accomplishment of future plans and procedure. They supply guidelines that
has to be execute while performing number of tasks in effective manner. There are
several opportunities and threats so that final aims can be achieved in proper mode. Marketing information system: MIS is a authentic source that record number of
information related to market research, product implementation, planning and marketing
as well as control functions. This enable them to have systematic recording of
information. Cadbury have proper system that record all important information at single
platform. Segmenting market area on the basis of certain groups: there are number of people that
are present in current market situation. Company have to make decisions regarding target
market area so that they can focus on it properly and make products accordingly (Dibb
and Simkin, 2013).

 Brand Equity: It is very much important for the company to establish their image for
longer period of time. Customers are the real kings of market place therefore it is
necessary to work in accordance to their demands and preferences. This have several
benefits that include earning of high revenues, market growth and share. Cad bury offer
large variety of products to their customers for instance, Cadbury's dairy milk have
different variety that include dairy milk silk and offers large attention of many customers
in current market place.
 Examining marketing environment in conducive manner: It is important to study
various aspects that are present in environment. This enable them to work while
considering all these elements that may affect the organisational system in various ways.
Manager of Cad-bury have to continuously evaluate these factors in order to frame
certain policies and procedures.
P2 Roles and responsibilities of marketing relate to wider organisation
There are different types of functions are conducted in an organisation to generate desired
outcomes on regular basis (Hsu, 2011). These organisational aspects are necessary to be carrying
out such as finance, human resource, I.T and many more. It is essential to create appropriate
management of these functions in order to run a business concern properly for gaining better
results. There are various functions like production, administration, distribution, sales,
marketing, finance etc. These are relevant to several departments which are established in Cad-
bury to take care of such criteria for organising an enterprise properly. Some of essential
departments are described below:
Finance department:- This section of an Cad-bury basically deals with fund and
resources which are necessary for carrying out manufacturing procedure to generate better
outcomes. It is well known that capital and other sources are mandatory to be available for
conducting various operating activities in appropriate manner to gain better results. Invested
money should be more than enough to run a successful business in order to maintain goodwill of
company in front of various competitors in market trends.
Sales department:- It deals with aspects of improving sales and carrying out distribution
in proper way to create desired outcomes. It also involve several marketing activities to improve
number customers and increase productivity as well as profitability of Cad-bury. It is just to

focus on overall sales of an organisation in terms that it directly impacts on profitability (Jones
and Rowley, 2011).
Human resource department:- Section of human resource is basically established to
deal with several prospects of human power of an organisation. People related to HR department
has task to recruit desired candidates as per their field of expertise that match with desirable roles
of vacant designation in Cad-bury. Apart from this, they also have several more responsibilities
to do performance appraisal of employees to encourage them. Determine requirement of training
and learning to organise appropriate events for improving skills and qualities of staff members to
increase future outputs of them.
I.T department:- This department deals with several technical issues and problems
generated accordingly in various software or equipments. Every organisation has an I.T section
which take care of different machinery or plants in order to all the activities and procedures of
production in correct way. In current scenario of digitalisation, it is very common to conduct
promotional activities through social media which is also relevant to this section of technology
(Lamb, Hair and McDaniel, 2011).
Research and development:- It is important to determine the needs, wants, demands,
preferences, taste and desires of people to manufacture product. Generally, Cad-bury conducts
several researches or surveys to forecast actual demands of people as per changing trends of
market. This is so because preferences of clients become modified according to changeable
scenario if marked and they want themselves up to date. To identify actual requirements of
people, firms have to carrying out effective as well as efficient research to fulfil desires of
customers more accurately.
Administration:- this term m,at refers to manage everything in an enterprise properly. It
is all about to allocate various resources, funds, human power, procedures relevant to outcomes
in correct manner. Administration of Cad-bury is strong as they make any strategy after taking
suggestions from interested employees to build them in right way. This will facilitate to carrying
out each and every activity in correct manner to generate desired results. Administration includes
to conduct management of of each and every aspect of company in accurate manner.
Appropriate management may render support to do desired activities as well as procedures in
correct direction to prepare better results (Lane, 2016).

Customer service:- An organisation is depend upon preferences of customers because it
manufactures any product or service as per choices of people. It is important for cad-bury to gain
satisfaction of customers so that they become regular to brand that may results to build them,
loyal for company. Providing an appropriate service of desired consumers is essential so that it
may improve number customers by attracting new people towards products or services.
Achieving client satisfaction is an essential phenomenon by which company can expand inmage
of brand amongst market trends to make strong position in competition.
Distribution:- Sales and distribution is mandatory for organisation because supply of
product in bulk to accurate stores and branches. Supply of goods in market is important in
market to complete requirements of people in correct time. It is necessary to provide product of
Cad-bury to those place that are out reach of organisation but people want it there. This will
facilitate to gram more market share to improve profitability. Company have to build several
channels of distribution and make sure about accurate delivery of goods in terms to fulfil orders
of supply to provide services in time for people (Mihart, 2012).
Marketing:- Marketing is useful technique by which proper informations about product
can be render to the people and make them aware for brand. It includes various types of
promotional activities such as advertisements, banner, posters, emails, pamphlets and so on.
These procedures will support to improve productivity as well as profitability of an enterprise.
Promotion of a brand is essential to expand goodwill a d improve number of customers.
Production:- This section deals with several aspects of manufacturing process by which
appropriate products and services are prepared to sell into market for improving sales and profits.
It is relevant to certain production plants or equipments that are used for production of desirable
product. Manufacturer should be professional so that they can operate several machineries in
proper way to achieve desirable results form them.
The above mentioned functions are have their own roles and responsibilities to carrying
out a successful business for attaining desired results for an organisation. It is important to take
care of several strategies or policies towards improving growth of the company. They have to
increase productivity of an enterprise to enhance profitability as well. Different sections are
divided in an enterprise to carrying out desired activities and procedures for generating
appropriate outcomes (Nguyen and Simkin, 2012).

TASK 2
P3 Compare ways in which marketing mix can implement
Marketing:- This term nay described as an operational purpose of company which
basically includes several procedures in front of public to make them aware about particular
product or service. Improve brand image by providing knowledge about special characteristics of
it which may convince them to purchase goods of specific organisation. Marketing is usually
done in market place which is considered as that area where buyer and seller both meet to fixed
deal of purchasing anything at suitable price.
Marketing mix:- The term marketing mix include several factors that are necessary to be
conducted for making people aware about specific product as well as service. It may considered
various elements such as product, price, place, promotion, people, process and physical evidence.
This sections may referred as necessary tool of marketing with combined sets promotional
techniques. Marketing mix may involve different components that are described below:
Product:- It can be defined as final good or service of an organisation which is ready to
sell to target customers for completing their needs, wants and desires. Product can be tangible or
intangible having three basic categories such as core, actual and augmented good. Product of Cad
bury are dairy mill chocolate, crème egg and many more that are provide to desired customers at
global level.
Price:- The price of product is an important factor which 'renders support to people for
making decision of buying for any product or services. In current scenario, client want fresh or
innovative thing on reasonable price or cots should in budget of them. This is so because they
only purchase that product for which they are capable to afford it (Papasolomou and Melanthiou,
2012). Price includes cost of production along with profitable amount. Cad-bury must provide its
customers at reasonable price so that more people become able to buy them.
Place:- Promotional activities and selling of any service should at desired place where
more customers can visit easily to purchase their desired product. Company prepares a specific
good for target segment of clients that most of people will purchase it to improve daily income of
company. For example, Dairy Milk chocolate of Cad-bury should be available every where
because mostly people likes to eat that. Firm try to make it accessible in every store world wide.
Promotion:- The term promotion is very necessary for companies because it is useful to
make people aware about new product or implemented innovation in recent scenario. Various

activities to promote brand are essential to be conducted to enhance goodwill of Cad-bury for
boosting up productivity as well as profitability. It is important to carrying out marketing events
through focusing target segment of clients to grab more market share.
People:- This factor relevant to desired people who becomes customers after purchasing
product of an organisation. Every product that is launched into market depend upon needs and
desires of clients. Apart from this, employees Cad-bury are also included in this section of
marketing mix. This is so because marketers of every enterprise are working to convince more
people for increasing sales and profits of company. Staff members of company interact with
clients and ask them for feedbacks and suggestions to work on them. This will facilitate to make
better products as per demands of people to render appropriate services for gaining satisfaction.
Process:- There are different procedures are carrying by an organisation in order to
complete operating tasks or processes to fulfil regular outcomes in accurate manner.
Manufacturing activity should be done properly along with its packaging and distribution to
correct stores for avoiding delayed supply. Several strategies and policies are prepared carrying
out essential tasks in accurate way to achieve desired outputs (Perreault, 2010).
Physical evidence:- This can be described as that place where any product or service is
sold. It seems to be not enough to just make a plan for attaining success. But proper
implementation of correct dead is important to gain better outputs. This will results in making
effective and efficient products or services to achieve satisfaction of desirable consumers. It may
also render help to enhance productivity as well as profitability of the Cad-bury.
Comparison between marketing mix of Cad-bury and Nestle:-
Marketing mix Cad-bury Nestle
Product This firm has global business
of providing several products
such as dairy milk chocolate,
crème egg, milk food drinks,
candy and gum category as per
desires of customers.
 They have various
products milk based
goods or service having
different concept like
everyday and slim of
nestle along with milk
products form house of
this organisation to the

customers.
Price  It provides several
goods like CDM, Perk,
5 star and gems that are
sold at very large scale
because its pricing
strategy of reasonable
rates suitable to people
for making buying
decision.
 They have unique
policy if pricing which
is not depend upon
single product. It has
strength of packaging
or consumption based
pricing as per different
sizes of products or
services to people.
Place  They have strategy of
distribution of products
directly to the retailers
like FMCG products.
They utilised around
2100 distributors and
540000 retailers (Pike,
2015).
 Strategy of distribution
is FMCG technique
that includes breaking
in bulk. They deals
with bulk buyers,
agents, distributors,
retailers to supply it for
desired consumers.
Promotion  They generally used
celebrity faces to
promote their products
or services so that they
can improve
productivity or
profitability of
company. They prefer
unique ideas for
advertisements as per
different occasions.
 This firm usually adopt
various effective as
well as efficient
campaigns for
advertisements to gain
its maximum results.
They basically
concentrate on quality
of good which become
promoting element
themselves to improve
productivity and

profitability of Nestle.
People  They use to provide
proper learning
programs to make
employees more
efficient by enhancing
their skills and
abilities. By this they
can render better
services in correct
manner to gain
satisfaction of clients.
 They basically focus on
feedbacks and
suggestions of
customers to work on
them for providing
more desirable goods
to consumers for
achieving better
outcomes and loyal
customers for
company.
Process  Cad-bury apply more
innovative and creative
procedure for
manufacturing desired
products and services
that ned to be render to
customers for
completing their
demands.
 Nestle have to make
themselves ass per
trends of market and
follow them in terms of
applying better
technology for making
their process faster and
better to fulfil daily
targets properly.
Physical evidence  It includes the logos
and slogans of
organisation.
 They involves their
attractive logo and
pleasant ambience of
stores.
TASK 3
P4 Produce and evaluate basic marketing plan
The term market plan can be described as guidelines of conducting various promotional
activities such as advertisements, slogans used in banner, pamphlets and many more. There is

particular having some of limitations through which promoting events can be organised. These
procedures facilitate to achieve marketing targets effectively as well as efficiently (Swenson And
et. al., 2014).
Overview of company:- Cad-bury is a business that deals across the world and
manufacturers, markets and distributes branded goods around 200 countries. It's target is to
render various products that provides taste, enjoyment and pleasure to people. As it deals at
global level in different nations having human power around 40,000. This company build certain
effective strategy to increase strength of brand, profitability, etc. in both sections that is
confectionery and beverages.
Vision and mission of company:- The vision statement of Cad-bury is to work together
to generate unique brands of people love. They haver an aim of making this organisation to be
the largest and best business concern of confectionery goods at global level. The mission of Cad-
bury simply refers the meaning quality, in order to make promise true. They states that reputation
of brand built attribute and comm itments should be make sure to be completed. This company
has mission of financial scorecard, judiciously reinforced by their priorities, commitments and
cultures. Core values followed by Cad-bury are performance, quality, respect, integrity and
responsibility.
Situational analysis:- There are various factors that impacts on business and marketing
strategies such as internal and external elements to prepare an effective plan of action to gain
better results. Some of these analysis are given below:
Internal analysis:- It may refers to all internal elements of organisation that effects the
procedures accordingly. These components can involve financial performance in order to
evaluate various factors such as revenue, total net assets, total cash provided for operating
procedures, financing events and so on (Wirtz, 2012). Value chain analysis is an important tool
for managing different operating activities so that they will be organised in correct manner to
attain better outcomes.
External analysis:- this may includes several external components that may impacts on
organisational aspects in any manner and must be evaluated. Cad-bury have to conduct PESTLE
analysis to study about essential elements.
Political factors  It includes several political factors that affects the organisation.
In terms of Cad-bury, government determine several changes

from labour party to traditional Democrat. And vigorous
limitations are implemented in order to hie employees.
Economic factors  The sales of this organisation is quite stable and improve its
annual income by some percent from dairy milk. In recession
time, cad-bury faced few of downs in respect of its income
which became low.
Social factors  Various kind of social norms are there which are necessarily
considered by Cad-bury as they deals in eatables goods that are
resistant to alcohol.
Technological factors  Technological elements impacts on organisation because they
can improve their productivity as well as profitability. They
focus on new software which makes production faster and
generate more outcomes as expected. It will facilitate to
increase growth of company towards success.
Legal factors  There are several legal rules and norm that are made by
government of country and other authorities and that are
necessary to be followed to carrying out several activities or
run organisation.
Environmental
factors
 Various factors relevant to environment are necessary to take
care to avoid issues related nature. They have to use efficient
methods like recycling and optimum utilisation of resources
should be done.
Competitive analysis:- Porter's five force model
Threat of competition  There are different types of competitive companies are
surviving at global level. It is necessary for Cad-bury
to analyse strategies of competitors so that they can
avoid threat of competition in terms of productivity

and profitability of organisation.
Threat of new entry  Whenever a new concept of business is introduced in
market scenario then they have to make strong entry
with various efficient strategies and compete with
already existing competitive firms as well.
Bargaining power of buyers  In case of many choices to purchase a single product
then power of buyer is strong because they have many
of other alternative choices for that specific service. If
chocolate of Cad-bury is expensive then client can
choose some other so that it is necessary to build
better features to products.
Bargaining power of suppliers  Bargaining power of supplier in case of raw material
provides are improved in that case when Cad-bury is
facing competition from rivals and need to collaborate
with other firms to gain support.
Threat of substitute  Various companies are there that are selling substitute
product and it may reduce number of customers of
Cad-bury.
SWOT analysis:-
Strengths weaknesses
 This organisation may considered as
market leader of the industry.
 High performance level in terms of
improving annual income.
 New innovative ideas to be apply is
quite tough task because organisation
deals at global level.
 Unable to attain feedback or interact
with each client.
Opportunities Threats
 They can enhance brand image by more
creative promotional activities.
 Threat of competitors due to stable
condition of the industry.

 Able to introduce new concept as per
demands of clients.
Identification of target market:- The market segmentation are usually based on
demographics, behavioural and psycho-graphic factors like income along with occasions. They
provide various packages on different prices.
Formulation of marketing budget:-
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Capital 32000 2200 4400 2500 7200
Investments 13500 14200 15000 14400
Total 32000 15700 18600 17500 21600
Marketing
expenditures
Promotion 8000 7000 5000 4000 6000
Sales 5000 2000 4000 5000 2000
Marketing 4000 1500 2300 2500 1200
Internet
Marketing 3000 2000 5000 4000 5000
Networking 1500 6500 7000 14000 1800
Printing 800 900 700 300 8500
Advertising 5000 8000 7500 1600 3500
Total 27300 27900 31500 31600 28000

Allocation of resources:- It is important to allocate available resources as per desired
departments to carrying out several procedures for achieving outputs. Cad-bury apply strategy of
allotting certain sources in appropriate manner and make sure that optimum utilisation of
resources should be done to gain maximum outcomes.
Execution of plan:- There are different activities that should be conducted by Cad-bury
to know about issues and opportunities to work on them. Positive chances must be grabbed at
correct time to implement effective policies to gain better outcomes. Better way of allocation of
resources and tasks should be done as per field of expertise of employees to attain desired results
to achieve growth of organisation.
CONCLUSION
The above report had concluded that various kind of promotional activities are conducted
in marketing and that are very essential for improving profits of an organisation. Different roles
and responsibilities of marketing functions should be completed as they are important to promote
productivity and profitability of the company. Firms are required to produce an effective and
efficient plan to evaluate it before implementing so that appropriate benefits can be achieved.
REFERENCES
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies. 4(2)
. p.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4) . pp.333-344.