Essentials of Marketing Assignment

The assignment covers various aspects of marketing, including the five core marketing functions, marketing management philosophies, and the marketing mix (4Ps to 7Ps). It also delves into social engineering, social marketing, and the role of fairness in a socially oriented marketing landscape. The assignment includes references from academic sources, books, and online resources, providing a holistic understanding of marketing essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of marketing function for Cadbury.................................1
P2 Marketing inter-relationship with other departments in organisation....................................4
TASK 2............................................................................................................................................7
P3 The ways in which different organisations apply the marketing mix to the market planning
.....................................................................................................................................................7
P4 Produce and Evaluate a basic marketing plan for Cadbury.................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to a process that is conducted for advertising and promoting
organisation and its products in between consumers. There are various types of methods and
techniques that are there in the marketing discipline which are used by managers in different
organisations for ensuring higher marketing share and consumer base. It assist managers in
conducting research and analysis of data that can be used for enhancing their ability to formulate,
implement and update strategies as per market dynamics (Al-Hasan, Thomas and Mansour,
2016). It has become one of the most important function in business activity as majority of the
organisations focus on influencing consumers with the aid of marketing. As stated by American
marketing Association, there are many activities that are organised by companies and different
process are established for communication as to deliver higher level of value to partners, society
and consumers. This report is based on Cadbury which is a British multinational confectionery
organisation. It utilised its marketing function in a direction that assist it in achieving its goals
and objective of being a global player. It will be analysed as to how company utilises its
marketing mix as to make a more effective marketing plan. There are different ways in which are
used for preparing company marketing mix for gaining competitive advantage over its
competitors.
TASK 1
P1 The key roles and responsibilities of marketing function for Cadbury
The concept of marketing states about different methods which can be utilised for
influencing consumers mind set and increase the sales of company. Today this function is used
for enhancing organisation ability to interact with different market forces more effectively
(Babin and Zikmund, 2015). There are various roles and responsibilities that are performed by
marketing function in Cadbury for ensuring that all resources are utilised in a more feasible
manner. It also assist company in developing a effective marketing plan that is based on four
elements:
 Product
 Price
 Place
 Promotion
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The main objective of employing marketing as a tool is that it attracts more consumers
towards organisation products and services as well as it assist in increasing market share of
company (Blythe, 2012). There is years of evolution process that took place which made
marketing a effective tool. The image below states about various concepts or phases which made
marketing more effective:
 Production concept: The managers in organisations used resources as to enhance
concentration of resources in manufacturing homogeneous goods that were inexpensive
in making and were consumed by maximum consumers.
 Product concept: This describes about an era where manufacturers thought that customers
consume those products that have higher level of value, equity and performance at lower
cost or rates (Braslow, 2015). There was constant changes that were taking place in the
products of company as to keep consumers interested.
 Selling concept: This is a era where manufacturers believed that they have to sell goods
and services at any cost. They used ethical as well as ethical methods for increasing their
sales of products.
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Source 1: Marketing Management Philosophies, 2017

 Marketing concept: This concept came into being in late 1980's when organisations
shifted their focus on consumers needs (Brooks and Simkin, 2012). They tried to produce
and sell products that were high in demand and provide higher value to consumers.
 Societal concept: This concept this presently being used. Companies evaluate all the
market factors as to to produce goods that solve major issues in a most effective manner.
All the plans and procedures are prepared after analysing market dynamics so that all
issues faced by consumers can be addressed in a proper manner.
Cadbury is a multinational confectionery organisation that is owned by Mondelez
international since 2010. It is the world second largest confectionery brand in the old that is
followed by Wrigley's. Currently company is operating in more than 50 countries and it is a well
recognised global brand. The most famous product of organisation is Dairy Milk chocolate that
is sold in different quantity as well as quality in various countries. It has become a icon for
Cadbury. The company is more than 193 years old (founded in 1824). The organisation puts
special focus on its employees and it currently employs more than 71,000 people. The firm is
well known for its marketing as well as HR policies, which have enabled it in having most
qualified and effective workforce.
The marketing function in Cadbury assist in maintaining as well as enhancing the
productivity and profitability of company. Its aids other departments in company by providing
them crucial data about various market trends that can affect its working capability. Also it
enables managers in formulating different strategy as to register higher growth rate (Campbell
and Martin, 2015). There are various roles which are fulfilled by marketing function in Cadbury.
The fulfilment aids organisation in achieving its goals as well as objectives in a more effective
and efficient manner. Also the marketing function is responsible for installing a good image in
the mind of consumers. The various roles and responsibility it has in Cadbury are as follows:
 Collecting market information: This is the prime task of marketing department. It has to
gather information regarding various factors that are dynamic in nature and provide this
data to various departments of organisation. This is also known as marketing intelligence.
It assist managers in formulating and implementing plans and strategies in more effective
manner. Also organisation is able to overcome issues and problems in efficient way.
 Market planning: The managers of marketing department plans as per the changes in
market and ensure that company is able to target all individual in a proper manner.
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 Support and other services to consumers: The department ensures that the interaction
level of company with consumers is high and it is able to sort out issues which are faced
by end users as to boost satisfaction level.
 Promotional activities: there are various advertisements that are prepared by marketing
managers as for setting a good image in the mind of consumers.
 Establishing internal and external communication : The marketing department is
responsible to establishing effective internal as well as external communication
department that will ensure that all involved parties are informed in a proper manner.
 Relationship management: This is a task that has been given to marketing department. It
tries to maintain and establish relationship with various consumers who use organisation
products and services (Cua, Reames and Chai, 2013). It also cater to the doubts of those
who are interested in the various activities of organisation.
There are different roles and responsibilities that are performed by marketing department
for ensuring higher level of productivity and profitability. There are various methods and tools
that are utilised by managers of marketing department for enhancing capability of overcoming
uncertainties. It forecast that enables managers in formulating more effective plans a procedures
for organisation.
P2 Marketing inter-relationship with other departments in organisation
There are different functions that are there in Cadbury which are aided by marketing
department. It is the responsibility of marketing manager as to make sure that all departments
and their task are aligned in a proper manner (Draelos, 2010). Also he assist top management in
making a flow chart that will enable everyone to utilise various information in a effective
manner. There are different benefits of this, such as, the organisation is able to identify and grab
different opportunities that are present in market. Establishment of inter-relationship also enables
company in gaining competitive advantage by making its process more efficient and effective.
The marketing department is directly engaged in formulating plans and polices for company
products and services. It is the one that introduces changes and assist other departments in
adopting it in a more effective manner.
Cadbury is known as a multinational confectionery manufacturer and seller that offers its
products and services as per the occasion. They offer different quality and quantity goods that
cater to the needs of each type of occasion and consumer (Fill, 2011) . The marketing department
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focuses on identifying the needs and wants as to set market trends in more effective manner. This
leads organisation in boosting its level of sales and profitability to a new level. It also establishes
communication channel that enables company in interacting with end users. The marketing
department is responsible for delivering all required data to other function in organisation as to
ensure that all task are performed in a desire manner. There are different functions that exist in
Cadbury and it enables them in achieving end goals and objectives in more effective manner.
The main function of marketing department is to collaborate and co-operate with all other
departments. There are different departments that are engaged in in business process and they are
stated below with ways in which they create inter-relationships:
 Marketing with customer services: The managers in both departments are engaged in
ensuring that all consumers grievances and queries are catered in a proper manner
(Hauer, 2011). There are different types of tools which are used by marketing function,
such as survey and feedback that can be used to increase the level of understanding and
prepare customer service department to face issues.
 Marketing with human resources: Manpower within an organisation has to be maintained
in a effective way and for doing so company uses HR department which is aided by
marketing function. It provides information regarding various talent pools that exist in the
market. This allows HR department in accessing those pools and get best candidates for
vacant position.
 Marketing with finance: The finance department takes cue from marketing function
forecast and prepares budgets accordingly (Jain, Ahuja and Medury, 2013). Also they are
able to provide path to all other departments which they can follow as to keep their
functionality level high. The marketing function ensures that all the information and
communication reaches its destination in time.
 Marketing with administration: The administration is engaged in preparing plans and
procedure for company so that they can overcome issues in future and also achieve
organisational goals an objectives. The marketing department assist administrators in
understanding various marketing trends and forces behaviour according to which they
create plans.
 Market with R&D: There are many changes which take place in technological field and
research and development department ensures that new methods and techniques are
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employed by organisation (Jones and Rowley, 2011). Information about changes in
market is gathered by marketing department which conducts different research and
analysis programs.
 Marketing with production: The production of different products and services has to be
done in a proper manner. Cadbury has installed new methods and equipments as to make
its production department more efficient. Marketing function makes different forecast
that are used by production department for setting demand and supply bar according to
which different goods will be manufactured.
There are different activities which are conducted by marketing department as to
establish more effective inter-relationship between different functions (Joshi, 2014). They are
stated below:
 Research: It gather information which is analysed and forwarded to different
departments. They use it as a basis of strategy formulation and implementation.
 Supply chain management: It manages whole transportation and inventory management
and ensures that all products reach their end destination on time.
 Risk assessment: Marketing department conducts risk assessment related to various
market dynamics which is used by other departments as to prepare themselves for future
uncertainties.
 Forecasting: This is a very important activity which enables organisation in enhancing its
competitive edge and prepare for future activities as well as issues in a more effective
manner (Kennedy and Parsons, 2014). It assist managers in identifying areas where they
require improvement and channelises resources.
 Product development: New product development is a responsibility of marketing
department that can be fulfilled after analysis and research which is conducted internally
and externally on regular basis.
TASK 2
P3 The ways in which different organisations apply the marketing mix to the market planning
Cadbury is a global company and it needs marketing department so that it can enhance its
capability of gaining market share. There are various methods and tools that can be used by
organisation for boosting their profitability and productivity levels. The managers working in
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company understand the importance of marketing and that is why they invest a lot of resources in
various promotional as well as advertisements (Lamb, Hair and McDaniel,2011). Cadbury uses
marketing mix as a tool to manage and control the 7 elements that can hinder or foster its
capability to capture more market share. It assist company in preparing and implementing
various strategic plans and procedures which are required for boosting organisational capability
and profitability. Basically marketing mix is considered to be a combination of different type of
factors which are put together and applied. This ensures a higher growth rate for company and
also boost managers ability to understand consumer behaviour in a more potent manner.
In early days of marketing, there were only four P's (product, price, place, promotion).
But with the rise of service sector in the economy, organisations found that it is more important
to fulfil the desires of people too than to a just achieve its own objectives (Lane, 2014). So three
more P's were introduced (people, process, physical evidence). This allowed companies that
were operating in confectionery sector in controlling various market forces in more effective
manner.
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Source 2: MARKETING THEORIES – THE MARKETING MIX – FROM 4 P’S TO 7 P’S, 2017

Below there are two companies which are chosen for comparative analysis. The two
chosen organisations are Cadbury and Tesco. The reason behind choosing two different firms
from different sector is very simple. It will state about how various companies working in
business environment uses marketing mix as to grow into their own sector in more effective
manner (Laucaster and Massingham, 2010). It will also aid in improving knowledge related to
management and promotion of goods and services in market. These companies used marketing
mix as a tool to achieve all goals and objectives in more effective and efficient way. It also aid in
gaining competitive advantage over others in market. The analysis and comparison is stated
below:
Basis Cadbury Tesco
Product It is a well established company that
is dealing in confectionery sector. It
offers huge range of product and it is
considered to be a powerhouse
(McDaniel, and Gates, 2013). It has 1-
2 cash cows and there are no dogs in
its BCG matrix. Dairy Milk is the
biggest brand.
Tesco is world third largest retailer by
profits and this company offers all type
of products which range from, grocery
to electronics. It offers one stop shop
company whose core business is food
and grocery products.
Price The pricing strategy of company
depends on three factors that is level
of competition, demand and
packaging. Basically the main pricing
strategy is cost leadership and
replication which ensures that it has
an edge over its competitors.
The products of company are sold as
per their their pricing strategy of cost
saving and leadership. It enables them
in gaining higher level of market share
and keep margin of profits high. There
are various sales offers which are
floated to consumers for gaining
attention.
Place The products of company are
available in 200 countries and it has
manufacturing facilities in 50
countries.
It is well established in more than 10
countries and recently has expanded
into 3 more countries. It has more than
7000 stores which are used for serving
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more than 20 million consumers
annually.
Promotion Cadbury is totally dependent on
advertising. It uses different type of
media for promoting its products ion
market as per the occasions. It
introduces new product in as per the
occasion and needs media to aware
consumers about changes.
Tesco is known for promotions and
advertisements which states about
various issues that are needed for
gaining attention of consumers (Mittal,
2014). There are different occasions
which are highlighted in these
advertisements and they are covered in
a very effective manner.
People The company values its employees as
well as consumers. It provides several
benefits and facilities to them as to
work more effectively and efficiently.
Cadbury uses interactive strategy for
dealing with people element in both
internal and external environment for
getting better response and loyalty.
The company has special programs
running for its internal as well as
external consumers. They invest
massive amounts into human resource
and its development programmes which
improves skills and abilities of different
types of individuals in organisation.
Process There are different process that run
simultaneously (Nguyen and Simkin,
2012). Changes keep taking place in
company but the core process and
capabilities are not changed as to
maintain the trademark or taste of its
confectionery goods.
There are few core process which are
kept intact and they allow organisation
to function to their best. There certain
capabilities which can be used to make
organisation more effective.
Physical
Evidence
The products of company are sold in
more than 200 countries which act as
a physical evidence for it.
The company has plenty of physical
evidence in form of its more than 7000
facilities and products that are
consumed by customers every day.
Comparison
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There are many points which states about the differences between these two
organisations. Marketing mix is used as a tool to differentiate between products and services
from other market players (Parsons, 2013). Below is a table given which states about all the
differences that are there:
Cadbury Tesco
As stated in the marketing mix there are
different products which is sold in market. It is a
global market manufacturer and supplier. Being
a major player in its field and it ensures that all
products are sold as per the occasions and
people ability to spend. It is also dependent on
promotion where it utilises electronic media as a
main source to ensure that it reaches to end
users.
The company utilises marketing mix for
gaining more market share and keep cost
under control. They are also dependent on
more promotional activities in new markets
instead of their traditional market that is UK.
Till now it is due to marketing mix because of
which company was able to capture market.
Application of Marketing mix to marketing planning
Cadbury Tesco
Currently company has a diversified range of
products that are prepared to cater to needs and
wants of consumers who are divided on
demographic basis. There are different
celebrations that take place within a country and
company launches products to fulfil that
seasonal demands. This is how they earn profits.
It keeps on updating its marketing plan for
improving its capability to gain more market
share and overcome issues in effective and
efficient manner.
The product range of company is huge and to
manage it in more effective manner marketing
mix is used. All the elements and their basis
points are taken as platform to develop market
plan which is implemented for achieving long
term goals and objectives (Peter and
Donnelly, 2011). Marketing mix also assist by
providing information regarding various
factors that is used for formulating plans.
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P4 Produce and Evaluate a basic marketing plan for Cadbury
Planning is an activity that is required by organisations for gaining marketing share and
retain consumers. It is very important for company to prepare a plan that fulfils its requirements
as per their capabilities (Pike, 2016). It provides company a competitive advantage over other
market players. It also boost their abilities as well as goals to achieve targets in more effective
and efficient manner. The marketing plan for Cadbury is stated below in a well defined manner:
Company Information:
Cadbury is a multinational confectionery company that is headquartered in Uxbridge,
West London. It is currently serving its products in more than 200 countries and has well
established facilities in 50 locations. Even though this industry is highly saturated but the
company was able to penetrate into market by its qualitative offerings.
Product Portfolio
Cadbury offers different branded products, such as, Temptations, Oreo, Dairy milk, Bournvita,
Perk, 5 Star and Gems.
The industry is currently going through a massive change as consumers are demanding
different variety of products (Pike, 2015). It is very difficult for any company to work in an
environment that is highly dynamic and unstable. Even though consumers love for confectionery
products is on rise and that gives an opportunity to all individuals.
Situational Analysis:
It is an evaluation that is conducted for finding out different strengths, weakness,
opportunities and threats. It is important as it provides information related to variances that exist
within company and its required capabilities. It also assists in analysing the level of productivity
and issues. The SWOT of Cadbury is stated below:
Strengths
 Higher brand equity
 Strong customer loyalty
 Successful advertising campaigns
 Huge variety of products offered Known to offer qualitative goods
Weakness
 Issues related to promotions, worms in
products
 Certain situations of product recall
damaged company image.
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Opportunities
 It has to increase its reach to rural
markets
 Need to tap on to unexplored markets.
 Acquisition of smaller companies tend
to boost its market share Diversification of product range.
Threats
 Reduction of consumption as health
consciousness is on rise.
 Rise in the cost of material
 Higher inflation threatens sales growth
 Tough competition to company from
other international and local players.
Competitors: Mars, Hershey's, Nestle.
Environmental Audit:
It is very important and essential as it enables company in managing different macro
factors that can hamper organisation capability and productivity to a large levels (Purvis, 2016).
There are two types of environment that have to be analysed, Micro and Macro. For evaluating
later one Pest analysis is used:
 Political: These have direct impact on company working capability, change UK
government and Brexit can hamper Cadbury ability to hire more skilled workforce in
company that will cause minimisation of productivity. Also taxes applied on industry
have major issues which is in the hands of political parties in country.
 Economic: There are certain economic downturn that has impacted Cadbury expansion
plans. The recession of 2008 has hit company revenues causing lowering in profits.
 Social: The society is going to the path of healthy eating that can reduce chocolate
consumption in the country.
 Technological: Constant changes in technology has made it expensive for company to
maintain its productivity levels.
Objectives:
There are goals that are set as per the organisation objectives. They are stated below:
Corporate Objectives Marketing Objectives
 Adding more skills to employees by
training.
 Acheiveing higher sales
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 Keeping all levels of management
informed.
 Gaining market share by 3% in next 1
year
 Analysis of customer needs and trends.  Boosting efficiency ratio to 40% in next
one year.
Segmentation, Targeting and Positioning:
This is very important for company and they have to divide market on regional and
occasions basis, target market which will provide best returns and position its products in the
eyes of consumers (Raj, Walters, and Rashid, 2012). Promotional activities are enacted as per the
STP of company.
SEGMENTATION
Consumers who love buying and eating
chocolate
TARGETING
Children, young people and families belonging
to any class of economic conditions
POSITIONING
It has positioned itself as a sweet that is used for happy occasions or new beginnings.
Marketing mix:
The company has one of the most effective marketing mix that enables it in capturing
larger amount of market share in minimum time period. It also assist it in serving people in a
better and efficient way. But it needs to keep on analyse its market in more effective manner for
ensuring higher satisfaction level and profitability.
Marketing Strategies:
The company is expanding and for that it needs to adopt substantive marketing growth
strategies where it will acquire or merge smaller companies for growth in market share.
Evaluation:
This plan will be analysed as to find out its effectiveness and value before it is
implemented (Reynoso, 2013). All variances will be removed and certain changes will be made
so there are no issues after it is implemented.
Implementation and Control:
The plan of company will be implemented and it will be put on to monitoring mode for
analysing its effectiveness.
Final Analysis
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There are many issues and problems that exist in front of company but till now it has been able
to achieve all required goals in more effective and efficient manner. Currently its needs to
expand as to ensure that its profitability is not harmed in any way. And for that it needs to adopt
polices and plans which are more feasible and realistic.
CONCLUSION
This report has covered various aspects that has impact on company overall productivity
and profitability. Today, Cadbury needs expansion plans and polices which it can implement in
order to gain more market share and consumer base. Marketing is a field that has aided
organisation in expanding. The marketing plan is prepared as to identify and solve variances and
issues that can affect company in major ways. The firm needs to keep on updating its plans and
ensure that it addresses all the issues in more effective manner.
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