The Importance of Marketing Functions

This assignment emphasizes the vital role of marketing functions in achieving organizational goals. It delves into various marketing tools and strategies, such as the marketing mix and marketing plan, highlighting their importance in introducing new products and services to customers. The document stresses that without effective marketing, businesses struggle to operate successfully and maintain a strong market position.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
M1. Duties of marketing with respect to marketing environment..............................................3
P2 Relation of roles and responsibilities with wider context of organisation.............................4
M2 Importance of interrelationship between marketing and other functions.............................5
D1 Critical analysis of key elements of marketing function & their interlink with other units..6
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix applied by different companies.............................................6
M3 Evaluate tactics applied by firm to attain objectives............................................................9
TASK 3............................................................................................................................................9
P4 Marketing plan for Cadbury...................................................................................................9
M4 Produce detailed marketing plan for Cadbury....................................................................11
D2 Design marketing plan with the use of 7Ps.........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is the crucial and important element in the today's business organisation. This
tool involves knowing of marketplace, customer driven market strategy, demands of customers,
making strong or long-lasting relations and serve quality among the clients. In the current market
scenario, awareness about marketing essential is more high across the globe. Marketing is too
essential and significant for the development and success of the company. It is also important for
them to maximise their sales as well as capture large number of market share (Berkowitz, 2016).
Main purpose and motive of this report is to support the employees and customers to learn
regarding how marketing is linked to the various functions of an enterprise. In the present study,
chosen company is Cadbury which deals in confectionery products including dairy milk
chocolates, tea, coffee and many other goods. In this assistant marketing function play vital role
along with the wider context of organisation. In this report, 7P's of marketing mix which is used
by the two organisation such as Cadbury and Nestle are determined. Apart from this, marketing
plan of the Cadbury Confectionery company is also shown in this assignment.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is one of the essential and significant function of all enterprise which support
in advertising services and goods in marketplace and to the customers effectively and efficiently.
It consists different activities or aspects which assist company in accomplishing higher growth
and success (7 Functions of Marketing, 2017). Large number of business functions are
interrelated with marketing tool which consider sales support system, human resource
management, product development, marketing research, strategy management, distribution
system and many other. All these functions are plays vital role in improving growth and
development to company (Berkowitz, 2016). Marketing play different roles and responsibility in
the way of product promotion, pricing, selling distribution, financing and marketing information
system. All these are used by the Cadbury with motive to maximise their sales are determined as
below:
Selling: It is identify as an important role and responsibility of marketing function under
which entire information or data are gathered and evaluated by different techniques so that
proper scheme can be developed. Implementation and formulation of such scheme support in
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maximising revenue of Cadbury products. In this business manager design a proper plans and
policy which assist them to increase their sales of chocolates products. They also analysis
different kind of distribution techniques which help to produce their goods and services to target
market. Main motive of this functions is to include entire cost or value that is incurred in
manufacturing of confectionery goods by offering them to clients.
Pricing: It is another fundamental element which is mainly dependent on selling of
products. Cadbury charges few amount of capital in way of rendering products to buyers. They
set appropriate price of their chocolates and many other confectionery goods in order to obtain
maximum attention of customers (Blythe, 2012). In this, manager of Cadbury evaluate
competitors pricing scheme and then fix product prices as per them. It supports them in attaining
maximum profit and sales.
Product: It is show as a tangible products that are served by an enterprise to its potentials
and target clients in order to fulfil their basis needs and wants. Functions of marketing has
different role and responsibility in implementing such products or services that meet with various
requirements of consumers. In Cadbury, marketing administrator play vital duty to evaluate
behaviour, attitudes, preferences of customers, market trends and gather necessary data about
them so that needed features or flavour can be added to confectionery goods. It support an
organisation in implementing new flavour in chocolates as per the customers taste. By this,
company enables in order to attract different number of customers as well as gain competitive
advantages.
Promotion: It is another important function of marketing which help in stimulating
Products sales. In this Cadbury, applied different kind of promotional techniques with aim to
communicate benefits and value of goods to clients (Brassington and Pettitt, 2013). In this they
used public relation, personal selling, sales promotion, advertisement, publicity etc. All these are
facilitates organisation in creating maximum demand and wants of gods by inspiriting large
number of buyers to purchase it.
Distribution: It is another essential function of marketing which includes transfer of
services and products from one to another place so that it can compass to end user. Cadbury used
different kind of distribution channels with motto to deliver their goods to the customers. In the
organisation, business manager follow proper channel of distribution that cover entire location
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where goods requirements to be dealt out. Thus, it is important and beneficial for the company to
save their cost and maximise profit within an enterprise.
Financing: It is depict as an important and useful element which support the company to
smoothly and successfully run their business operations. Availability of proper amount of capital
help business manager in implementing accurate marketing plan. Thus it facilitates and benefited
in execute marketing activities and functions properly. In this business administrator arrange
accurate amount of capital from different sources as well as see that proper finance are kept
within an organisation so that entire activities or aspects are accomplish appropriately. It support
in implementing impressive marketing strategy and plans for advertising their goods.
Marketing information system: It is important function in this, data about taste, needs,
preferences and behaviour of clients are gathered by administrator. MIS provide a better chance
to sales outlet entire collected information in sequential manner (Cavusgil and et. al., 2014).
Further, it make effective decision making process which is easy for handler to take appropriate
judgement. It supports Cadbury in making maximum base of customers and obtaining more
competitive edge in marketplace.
Therefore, above determined entire roles and duties of marketing functions are important
and needed by the manager in order to run their business operations and function in successful
manner. It is also required for them to increase their profitability and sales in allotted time
period.
M1. Duties of marketing with respect to marketing environment
In respect of marketing environment, marketing play vital role in different ways which
are explained as below:
Controlling of marketing environment: Marketing play vital role in the determination of
innovative creation in the environment. It is essential because it renders constructive outcomes
for the implementation of new services and products of Cadbury. These developments consist
socio-economic forces, legal and political fluctuation, market traits and many other.
Market strategies: In this role of manager is to frame an effective planing and strategies
for the enterprise (Cooper, 2013). It help them to identify basic requirement and wants of
customers and render their goods as per them.
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Marketing research: It is identify as a fundamental function of marketing which consists
specific knowledge about customers, price and products to communicate the best services and
products of enterprise in the marketplace.
P2 Relation of roles and responsibilities with wider context of organisation
In the each and every organisation marketing department play vital and significant role in
the success and growth of them. It support in developing knowingness among large number of
group about services and products of business and assist in raising brand image or goodwill.
Actions as well as activities of marketing functions are extremely interrelated with some other
departments of enterprise (Jones and Rowley, 2011). With the use of such functions, company
easily increase their revenues and attain predetermined objectives and goals effectively. Under
this needs of the manager is to well thought out inter-link of marketing with another department
of company which can be interpret by certain points. These are determined as below:
Operational department and their relation with marketing: In the organisation,
operational department play vital role in producing services and products to the end user. They
making high quality product with the use of proper uses of resources. Activities and functions of
such department are extremely linked with marketing tools. On the other side, marketing
manager evaluate trends of market and collect necessary data about needs and wants of clients.
This gathered data is given by to operational manager by marketing department so that
confectionery products can be created as per customer requirement. Above all these information
assist operational department in making appropriate decisions about product procedure.
Marketing and finance department: In Cadbury, main role of the finance manager is to
arrange accurate fund for the activities and functions of company. Accounting department is
more important and necessary part for the all organisation because without these company can
not accomplish their set targets. In this marketing activities needs large amount of the capital so,
it is essential that company should have proper finance (Lilly, 2014). In organisation,
coordination between finance and marketing departments support in executing entire
promotional mix activities properly. Thus, both departments are connected with each other and
have common purpose to gain competitive advantages.
Marketing and human resource department: In the Cadbury, there is highly needs is to
recruit and select best candidates. In this business use different kind of recruitment and selection
process which help them to hire talented person either external and internal factor. In this
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marketing manager has different role to communicate the necessary information about vacant
post to the interested candidates. Further, with the support of marketing elements, HR
department easily do their all functions and activities in proper manner.
Marketing and research & development: In the Cadbury, main role and duty of research
manager is to organise proper investigation which help them to identify market trends, needs and
wants of users and many other necessary information. Along with this, marketing mangers
provide different tools of research such as primary, secondary, qualitative and quantitative to the
R&D department. With the help of these techniques they easily analysis needs of customers
regarding confectionery products. Thus, both departments are interconnected with each other
because in absence of one department another division can not work properly.
Marketing and sales department: Activities and functions of both departments are
connected with each other. Aim and motive of those division is to generate maximum amount of
sales as well as capture large number of market share. Main role of sales department is to
produce their confectionery products to the last consumer (Malhotra, Birks and Wills, 2013).
Beside this, marketing manager apply different kind of communication techniques which support
in attracting maximum base of clients in the organisation. It helps in communicating regarding
product benefits to the target audience. Accurate plan of marketing assist in interacting with
audience and retaining strong connection with them.
Above mentioned different functions or departments of company are extremely
connected with marketing tool that support in achieving set objectives and goals of Cadbury. In
this needs of manager is to see that accurate coordination is retained among all employees so that
whole activities and functions of company can be developed and objectives can be accomplished
accordingly.
M2 Importance of interrelationship between marketing and other functions
In the Cadbury different departments are work properly and effectively. In this some
division such as human resource, research & development, operational, sales and finance
department play critical role for the success and growth of the company at global level (Mihart,
2012). Beside this, marketing manager also play essential role by using different types of tools
and techniques. Thus, both are important and interconnected with each other. Better relationship
between them support the organisation to increase their sales and revenues as well as attain their
set targets and objectives.
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D1 Critical analysis of key elements of marketing function & their interlink with other units
According to the Papasolomou, (2012) Marketing functions has different elements which
are essential and significant for the business success and development. In this Cadbury apply
four kind of marketing functions which are explained as below:
Planning: It is first element of marketing function which is needed by the manager in
order to plan an effective strategy and policy in the organisation. In this manager has different
role in the different ways such as financial planning, distribution, forecasting of sales figures,
communication etc.
Research: It is important and key function of marketing which benefited to the Cadbury
to maximise customer response in the enterprise (Papasolomou and Melanthiou, 2012). In this
they research about market information, logistics, raw materials, finance resources so on.
Strategy: It give valuable and accurate direction for challenging with the market and win
in the marketplace. Such type of strategies are make over whole the realistic possibilities which
are evaluated through research.
Tactics: It is another important function for the company to maximise their sales and
accomplish long term goals and objectives in certain time period.
TASK 2
P3 Comparison of marketing mix applied by different companies
Marketing mix is a necessary elements which cover 7P's such as product, people, price,
process, place, promotions and physical evidence (Marketing Mix, 2016). All these are support
the organisation in serving quality products or services at right place and time. Application of
7P's helps business administrator in taking accurate judgements about promotions, prices and
many other prospects. So, it is highly needed by manager in order to use entire element in an
effective and efficient manner so that target of maximum sales can be accomplished. In order to
achieve long term goals of business, Cadbury apply concept of marketing mix (Peter and
Donnelly, 2011). As per this task, there are different competitors of the Cadbury but in this
chosen is Hersheys. Both are applied marketing mix which are determined as below:
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Marketing
mix
elements
Cadbury Hersheys
Product Company serve different range and
kind of tempting chocolates and other
confectionery goods to customer in
across the globe. Products of the firm
are classified into different parts such
as Oreo, perk, borunville, dairy milk,
five starts and many other. Beside
this, Bournvita product of nestle is
popular and famous products among
children as well as adults also (Shaw
and Director, 2012). In this product
company is known as market leader.
With all products, Cadbury can easily
leads the whole industry of chocolates.
The company serves chocolates and
sweet syrups to their target and potential
clients, thus it is known as world famous
brand in all over the globe. Different
variety of products and services are
rendered by organisation in distinct size
and shapes. New products and services of
the company facilitated them in order to
attract different number of customers
towards business products. Chocolates
products of the firm are delicious and
healthy which is good for their success at
international level.
Price To being on top position, several
goods of the Cadbury requires regular
marketing activity such as Oreo. It is a
product of the company which has
high quality and price of them is also
higher. In the organisation different
products are available with its quality
and quantity as per this company set
appropriate price for these. For
example: five start and eclairs
product price are low with better taste
of them. Different kind of products are
Company apply premium pricing strategy
or scheme in fixing appropriate price of
their chocolates and many other goods.
Price of its products are higher as
compared to another brands. Targeted
people of the company is middle and
upper class and prices of goods vary from
$20to $70.
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offered by the firm and these prices
are set as per its quality.
Place Cadbury serve their products in across
the world. Goods of the company are
distributed in different location, due to
low demand and wants in rural places,
marketing of business is weak in this
area. Recently, Cadbury deals in 200
nations through large number of
distribution channels.
Products of such business is existing on
large grocery stores only. Company used
proper distribution channels in order to
produce their goods across the globe.
Major areas of different nations are
covered by the firm which insure
availability of their products are easily
attain.
Promotion Company apply different kind of
promotional mix which assist them to
advertise their quality services and
products in marketplace. For example:
Bournville is a product of Cadbury
which is not purchase by a person,
bout they obtain it from others. In this
they apply advertisement, sales
promotion, publicity and many other
tools. All these are benefited to the
company to easily promote their
goods.
This firm also used different promotional
mix which support to easily attract large
number of customers towards chocolates.
In this they used publicity, internet sites,
social media, advertisement and many
other techniques of promotion (Silver and
et. al., 2012). All these tools are support
to maximise their sales and revenues in
certain time period.
People Manpower in the organisation is main
factor that benefited to the business in
achieving predetermined targets and
goals of them. In the firm, different
employees are skilled and trained
which is good for the company to gain
long term success and growth in
marketplace.
The company have competent and
knowledgeable employees which assist in
making innovation in their services and
products. It is essential and important for
the development and success of company
at international level.
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Process Cadbury follow easy and effective
process in their production and
manufacturing process. In this they
apply advanced technology for
manufacturing and rendering their
chocolates to the end user.
Company apply sequential process in
producing quality chocolates to the
customers at reasonable prices. They
used advanced technology machineries
which assist them to make good and
better quality chocolates.
Physical
Evidence
Company collect and gather necessary
information from large number of
clients which support them in serving
chocolates and many other
confectionery goods as per their
preferences and taste in effective way.
Company made different efforts in order
to made their chocolates healthy and
attractive. It is essential and beneficial for
the company to encourage large number
of customers to purchase business
products more.
M3 Evaluate tactics applied by firm to attain objectives
Marketing mix includes different aspects such as people, price, place, promotion,
physical evidence, product and people. All these are important part for the development and
growth of company (Wirtz, 2012). Thus, 7P's of marketing mix is essential tactics for the
company that benefited to them to accomplish their long term and predetermined objectives in
limited time. Further, it support in achievement of better and strong position at marketplace.
Thus, it is effective and valuable tool for the Cadbury to maintain better relationship with
customers.
TASK 3
P4 Marketing plan for Cadbury
Marketing plan identify as a detailed element which cover entire activities and functions
about advertising and marketing that company have to apply for future. Formulation of such plan
see achievement of predetermined goals on specified time. In this plan different activities are
highly consider such as overview of the enterprise, its vision, mission, marketing objectives,
competitors analysis, SWOT analysis, STP, marketing budget and so on (Wirtz, Chew and
Lovelock, 2013). All these are shown as below:
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Overview of company: Cadbury is a well-established and famous company with its
quality products and services. This business mainly deals in chocolates and many other
confectionery goods including drinks, five stars, Oreo BournVita and many other. It has formed
in 1824 which is located in Birmingham, UK.
Vision: “Working together to develop brands people love”
Mission: To render our clients with a exquisite and tempting taste' as Enticing treats
means a mouth watering treat which is simply irresistible.
Objectives: Main objective of the company is to gain maximum amount of the money as
well as attract large number of customers (Berkowitz, 2016). Another objective is to provide
quality in its products and services which help them to increase their sales.
SWOT Analysis:
Strength Weaknesses
 Highly reputed organisation across the
globe.
 Positive perception in the mind of
customer's.
 Dairy Milk is the most consumed
chocolates in all over the world.
 Chocolates is not regarded healthy for
the customers.
 Products and services are a bit highly
priced.
 Sales tend to be seasonable.
Threats Opportunities
 Negative publicity and controversies.
 Obsession with calories.
 Entry of international brand.
 Maximised share due to targeted
acquisition.
 Increases acceptance of
internationalisation in sector.
 Innovative in captured market.
STP of Cadbury:
Segmentation: It is identify as an effective process in which company segments its
market into small groups. Segmentation of the company consider take home segment, impulse
segment and break segment (Blythe, 2012).
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Targeting: Under this, customers are targeted and goods are dignified as per their class.
Cadbury targeted people in every age group.
Positioning: Tag line of company “Real taste of India” defines positioning of goods.
Competitors analysis: It is main part of the marketing plan which is essential for the business to
identify their competitors. Company has different challengers whose are produce similar type of
services at marketplace including Hersheys, Nestle, Mars and many other.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 8000 9000 8000 15000 26000
Investment 11100 24800 37800 10000
Total 8000 20100 32800 52800 56300
Marketing outlay
Promotion 1500 1500 1500 1500 1500
Sales publicity 500 1000 500 1000 500
Direct selling 1100 2200 3000 1000 2000
Total 11100 24800 37800 56300 60300
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Controlling and monitoring: In this entire activities and policies of the business
organisation is managed by the manager in an effective way (Brassington and Pettitt, 2013). It is
important process which help them to maximise their sales and revenues in certain time period.
M4 Produce detailed marketing plan for Cadbury
Marketing plan is necessary part which is prepared by all organisation with motto to
increase awareness among the customers. It is benefited to the organisation to accomplish their
set goals and objectives easily. Thus, it is essential for them to maximise their sales and revenues
in limited time period (Cavusgil and et. al., 2014). Therefore, company try to make an effective
and better plan which support to establish their better image in market.
D2 Design marketing plan with the use of 7Ps
Marketing mix is a key element of marketing plan which is important for the business to
identify their 7P's such as people, physical evidence, product, process, physical evidence and
place. Marketing mix of the Cadbury are explained as below:
Marketing mix Cadbury
Product In the Cadbury there are different products are available namely
Bournville,, Cadbury Dairy Milk, Crunchie, Caramel, Cadbury Five
Star, Dairy Milk Fruit & Nut, Perk,, Bytes, BournVita, Pretzel, Oreo,
Caramel Cake Bars, Blackcurrant Mini Rolls, Fruit Sundae and many
other.
Price Company use different kind of pricing strategy as per its product
quality and quantity. It will support the company to improve their
strong position in marketplace.
Place Availability of Cadbury products is famous and popular across the
world. It is good for the business to maximise their revenues and sales
in limited time period (Cooper, 2013).
Promotion They used different kind of promotional techniques such as publicity,
advertisement on print and social media. Thus, it help them to easily
introduce their new added flavour products in marketplace.
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People In the Cadbury, each and every employees are skilled which is
essential for them them to accomplish their set objectives and targets
easily.
Process Company use very simple process to manufacture their products and
services to the end user. They also use innovation in their technology
that help them to attract large number of customers in an easy manner.
Physical Evidence In this, business entity collect necessary information and data about
customer preferences and market trends. It is needed by the manager
to fulfil basis needs and wants of customers easily.
CONCLUSION
From the above mentioned report, it can be concluded that concept of marketing is more
essential for the company. This tool is applied by different organisation with the purpose of
gaining maximum amount of capital. Key elements of marketing function has different role in
terms to providing maximum benefits, increasing sales, attracting large populations and many
other. All these are benefited to the enterprise to keep strong position at marketplace. In the
organisation without marketing business can not do their work appropriately. In this company
use different tools such as marketing mix and marketing plan both are essential for firm to
introduce their new products and services to the customers.
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REFERENCES
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Wirtz, J., 2012. Essentials of services marketing. FT Press.
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