Healthcare Marketing Essentials

This assignment delves into the fundamentals of healthcare marketing, drawing insights from key works such as 'Essentials of Marketing' by Lamb et al., 'Marketing Essentials' by Dibb and Simkin, and 'Destination Marketing: Essentials' by Pike. Additionally, it explores consumer behavior in relation to integrated marketing communication (Mihart, 2012) and the role of fairness in a social and ethically oriented marketing landscape (Nguyen & Simkin, 2012). The assignment also examines competitive marketing strategies within the UAE hospitality industry as analyzed by Desai (2013).

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibility of the marketing function...............................................................1
P2 How Roles and responsibility of the marketing relate to organisational context..................4
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planning process................................................................6
TASK 3..........................................................................................................................................10
P4 Marketing plan for firm.......................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
In a business organisation, marketing play a most important role to provide specific
information about market position, customer's demand as well as need. This is mention as a
management procedure in which firm distribute their products and services to consumers. For a
business organisation, it is require to realise importance of firm and customer's relation to getting
appropriate and desired profit easily. In this procedure, company needs to manufacture quality
products and services to provide higher satisfaction to customer's easily. Through this firm can
easily get effective growth, income as well as long term benefits (Berkowitz, 2016). This project
report is based on Cadbury which is British largest confectionery brand. This organisation was
founded in the year of 1824 by John Cadbury in Birmingham as a selling store of tea, coffee as
well as further chocolate drinks and now it is second largest confectionery brand, provides its
products and services in world wide. This firm is basically produce several products but key one
are Dairy Milk, Crunchie, Caramel, Boost, Picnic etc. This report is based over several role and
responsibility of marketing as well as how these are related to Cadbury's context. It is also
discussing about marketing mix of organisation with its major competitor. At last it represent
evaluation of basic marketing plan of Cadbury.
TASK 1
P1 Roles and responsibility of the marketing function
In a business organisation, it is require to use modern marketing process to increase sales
and growth of firm easily. In this process, marketing functions play their own role and
responsibility to create positive image of firm in target market. These kind of things always help
to build appropriate customers chain with specific brand and its products. Cadbury is a
multinational brand and they also uses appropriate marketing strategy to build their own image in
new market. There are specific purpose as well as role or responsibility of marketing are given
below -
Purpose of marketing
 Create brand image – Marketing is a effective tool that helps to create appropriate brand
image at a target location. Brand always helps to provide foundation to a firm easily.
Cadbury build their own brand awareness at multinational level through impressive
marketing procedure (Brassington and Pettitt, 2013).
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 Build relation with target audience – For a firm, it is require to make positive relation
with target customers to getting long term benefits easily. Cadbury also uses this process
to build effective and strong relation with their world wide customers. Organisation uses
different marketing tools as create relation with consumers through internet and social
media, use blogging system and make effective followers of company through new ideas.
 Industry expertise – Cadbury is a multinational brand and they uses different tools to
increase industry expertise through marketing procedure. In this process, they use
blogging, social media networking and Internet activities to engage with new industries.
 Drive traffic and create sales – For a business organisation, it is require to create
effective marketing activities to convert traffic toward their services and goods. These
kind of things always helps to increase sales and profitability of firm in appropriate way
(Desai, 2013).
Roles and responsibility of marketing
 Analyse target market and customers – Marketing is an appropriate tool that helps to
analyse target market and audience for firm. Through this process, Cadbury easily
implement their operational and business strategy at a specific location. This process
basically helps to increase organisational values at a particular place according to
customer's demand. These kind of things helps to increase competitive advantages in
market easily. In this process, marketing manager helps to gather appropriate information
to formulate their strategy according to this.
 Examine customers and market need – After analysing target market and audience, it
is require to examine their demand or need for specific products. This a major component
that impacts directly on product's sales and distribution procedure. Cadbury always
produce their goods and services according to customer's demand or their expectation.
Through this process they easily increase their selling level as well as marketing share.
Marketing always helps to analyse such type of information to create positive relation of
organisation with their target audience (Dibb and Simkin, 2013).
 Marketing and advertising strategy – For a business organisation, it is require to make
impactful strategy to grab various opportunities easily. After analysing target market or
customer's demand, Cadbury formulate their effective strategy to getting desired
outcomes easily. In this process, proper marketing tools and different advertising policies
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helps to introduce organisation's products and services in target market easily. For
advertising, Cadbury uses several sources such as internet promotion, paper marketing, e-
marketing and advertising through social media.
 Creating innovation – Cadbury always uses different innovative ideas to capture eyes of
customers toward their services. These innovative ideas are uses in production, marketing
analysis, technological uses, packaging, promotion and advertising as well. These kind of
innovative ideas always helps to provide effective growth and income to firm easily.
Through this Cadbury improve their employees productivity and implement several ideas
in their procedure to getting desired outcomes easily.
 Explore new customers and grab several opportunity – For a business organisation, it
is require to explore market properly for attaining new opportunities easily. These kind of
things always helps to provide appropriate profitability easily. These kind of things are
beneficial if organisation uses effective marketing tool in their business policy and
operational activities. Various opportunities helps to recreate new image in market easily
as well as to build competitive advantages effectively (Hsu, 2011).
 Delivering customers services standardised communication with buyers – In an
organisation, it is require that its employees uses effective communication procedure to
interact positively with consumers. Through this, they can easily understand customers
demand and needs to fulfil them through their services procedure. Cadbury always
conduct different training procedure to improve their employees skill to provide effective
and desired services to audiences easily. These kind of things helps to build their
appropriate image in customer's mind properly.
 Developing competitive advantages – This is a effective procedure that includes proper
marketing functions in firm. For this, Cadbury always uses different kind of strategy to
create their marketing image properly in front of rivalry firms. These things always helps
to provide effective growth and desired outcomes to business organisation. Cadbury faces
strong competition with various business organisation but they always manage their
products cost and quality properly to face them easily as well as build proper customer's
loyalty (Jones and Rowley, 2011).
 Evaluate returns on investment – For a business organisation, it is require manage their
funds and investment in appropriate manner. In this process, marketing always helps to
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provide information about investment activities, money and timing as well. These kind of
activities always measured by several marketing aspects. It is always helps to provide
intended objective through different actions or procedures as well. Return of investment
always should have to be in the favour of firm to getting desired outcomes easily.
P2 How Roles and responsibility of the marketing relate to organisational context
A business organisation needs to implement effective procedure in their business
activities to getting desired outcomes easily. Roles and responsibility of the marketing relate to
organisational context to create effective procedure in firm. Through the contribution of each and
every department, marketing activities easily provide appropriate information easily. Cadbury is
a multinational confectionery brand and provides their effective services in world wide. So for
them it is require to implement marketing activities properly through different department
services. Main objective of Cadbury is to provide quality products and services to their
customers according to their demand or need. There are various Roles and responsibility of the
marketing relate to Cadbury is given below -
Research and development department – This department of Cadbury helps to
accumulate appropriate data related to marketing activities. In this process research employees
uses different technique to analyse market and customer's demand to formulate different strategy
in firm easily. Cadbury has a effective research and development chain which analyse each and
every marketing activity for organisation. Through this they also examine customers need,
demand and choice toward organisational services to provide them quality services easily. These
kind of activities are basically implement to provide higher satisfaction to customers through
several procedures (Lamb, Hair and McDaniel, 2011). This department provide their appropriate
services with marketing functions.
Quality of product and services – For a business organisation as Cadbury, it is require
that they analyse their products and its quality on timely bases. Through this they can easily
manufacture quality services for their consumers according to their demand or need as well.
Quality of product should have to be effective and healthy that can not impact negatively on
consumers health. These kind of activities always aid to build loyalty of customers toward
organisational services. Cadbury always users this procedure to manage their products approach
for long term. Through this process they can easily provide higher satisfaction to services users.
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Customers services – For a business organisation, it is require to mange appropriate
strategy to to provide effective services to customers. For this process, marketing division helps
to analyse customer's and market demand to provide them higher satisfaction easily. Cadbury
implement their business strategy effectively to provide higher satisfaction to customers easily.
To provide effective services, manager and management of Cadbury conducts different training
program for their employees to enhance their interpersonal skill and working capacity. Main
objective of this program is to provide quality services to customers after understand their needs
and demand easily.
Production and operation department – This department of Cadbury helps to produce
quality product and services according to customers demand. Main objective of this division is to
provide higher satisfaction to service users through quality goods and effective pricing methods.
This division is working accordance to research and development department to provide quality
services in market easily (Lane, 2016). These are proper management activity that requires to
create quality products in firm to attract customers. This process require innovative ideas and
thoughts of to implement effective services in firm and utilize each resource in exact manner.
Human resource department – For marketing related approaches, human resources
department helps to provide their effective services to hire skill and experiences candidate in
their organisation easily. For this, human resources manager of Cadbury conduct different
recruitment and selection process to get new and fresh ideas in firm easily. In this process,
training and development process also play a most important role to enhance employees skill and
working capacity according to marketing and production need. Through this, they can easily
improve skills of workforce to achieve desired goals and objectives easily. Cadbury always
recruit skill candidates in their firm to enhance optional activities effectively.
Marketing Department – This department of Cadbury play a most important role to
introduce organisational products and services in target market easily. These kind of activities
are basically uses for those products which are newly design and created for customers. Through
this process, marketing manager easily build positive relation between organisation and
customers in effective manner (Mihart, 2012). It is very helpful for Cadbury to getting long term
benefits and income easily. For appropriate marketing process, manager needs to create
impactful strategy to formulate them positively in market. All the core procedure of firm are
based on marketing activities that also include B2B and B2C advertising activities.
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Finance department – This is a most important department of organisation that helps to
manage all financial and accounting statement of firm in appropriate manner. For marking
activities, this division helps to provide appropriate funds to implement activities easily. In
Cadbury, finance division helps to provide them appropriate reserve and manage their income
sources to getting effective growth. Finance department is not only works to manage accounts
but also aid to provide appropriate direction for effective investment at several places that
provide desired returns on Investment easily. This division require skill and experienced
candidate who manage cash, funds, credits and reserve of firm in proper manner. For them,
human resource department also help to hire skill and capable candidate according to specific
requirement (Nguyen and Simkin, 2012).
Technology department – These are effective procedure that helps to provide technical
support to several activities. In marketing activities, it is require that Cadbury adopt different
technological ideas that reduce work pressure from a individual person and provide quick
information easily. Cadbury always implement new or advance technology in their business
procedure in marketing, advertising, manufacturing, designing, recruitment, finance and others.
These kind of things always helps to improve productivity and profitability in organisation
easily. Cadbury always implement innovative or creative ideas in their organisation to reduce
cost or wastages as well as provide quality services to consumers easily.
TASK 2
P3 Marketing mix to the marketing planning process
For Cadbury, it is important to analyse their marketing condition through effective tools
and techniques. In this process, marketing mix helps to provide their effective and appropriate
information of market and customers to getting higher benefits easily. These kind of activities
aid to consider quality products and services to introduce them in target market. Through this
process organisation can easily provide higher satisfaction to customers through their quality
goods (Papasolomou and Melanthiou, 2012). Marketing manager use these kind of tools for
implementing appropriate strategy in operational approaches. Cadbury is a well known
organisation which have strong competitors in market so for them it is require to formulate
impactful strategy in their business procedure.
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7 P'S Cadbury Nestle
Product Cadbury is a well known organisation
which provide different products and
services to their customer's according
to their need and demand. Some key
products of firm are Dairy Milk,
Crunchie, Caramel, Boost, Picnic etc..
main objective if this firm is to provide
quality products and services to
customer's and market according to
their need. For this they implement
proper marketing procedure to get
effective analysis of marketing demand
and customers requirement to produce
quality goods according to this.
Through these quality services,
organisation build strong relation with
their customers to getting long term
relations easily. Through this
procedure organisation build their own
image on multinational level.
Nestle is also a well known organisation
and a strong axillary of Cadbury. This
organisation, basically deal in beverages,
milk products, different dishes and
others. Through this they also capture
customers eyes toward their products and
services. But due to some strong
competitors, this firm was not build their
appropriate position in market as
Cadbury has. These are some strong
points that minimise their customer's
loyalty toward organisational goods.
Products of this firm are not as much
impactful those make their own image in
market or in front of target customers.
This organisation also uses produce
quality products as per their customer's
demand and need (Perreault, 2010).
Price Cadbury uses strong strategy to set
prices and cost of their products. It is
consider effective values of products
and helps to capture customers eyes
toward organisational products and
services. Pricing is a most important
process that include all organisational
expenses, employees income and
Nestle is a well analyse market position
their competitive firms to set their
products cost according to this. For this
process they always make various
changes in their products and services.
These kind of changes build numerous
loses for firm. For this organisation
needs to provide effective cost top their
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product costing as well. Cadbury
always uses appropriate pricing
strategy to ruling on target market
easily. They never use variability in
their costing because prices of there are
always be affordable for customers.
customers and manage quality of
products as well.
Place Cadbury is a well known organisation
which provide their effective services
in world wide. Through this process
they build strong relation with
customers to provide them quality
products according to their requirement
and need. Basically organisation build
a effective strategy to provide their
effective services at those places where
they get positive customers response
toward their products. Through his they
can easily build positive loyalty of
customers for long term benefits.
Through this process, organisation can
easily build their strong distribution
chain to getting desired and appropriate
growth easily (Pike, 2015).
Nestle also provide their effective
services in several countries but their
market position is not as much good as
Cadbury has. This organisation is
collectorate with different firm's to build
their effective marketing share. Their
distribution chain is not as much large
but its marketing position is very higher
due to some quality products and
different products. Nestle also implement
marketing strategy in their business
procedure to expend their position in
several countries easily.
Promotion Cadbury always uses different and
effective promotional tools which are
also known as their tag line. For this
process, they use appropriate
marketing and promotional tool as
internet promotion, paper marketing, e-
marketing and advertising through
Nestle not uses different promotional this
is the only reason that they do not have a
strong customers chain in several
countries. Promotion is a essential
requirement for a firm because it helps to
introduce new product and services in
target market. So for this Nestle needs to
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social media to build appropriate
relation with target customers easily.
Through this process they always
introduce their new products and
services in market by new and
attractive advertising or promotional
tools that helps to capture customers
eyes toward their services (Swenson,
2014).
use different and innovative promotional
ideas in their organisation to grab
effective marketing opportunities easily.
People Cadbury is a well known and large
organisation. They have a large
workforce who produce quality
products and services according to
customers demand and need. All the
employees of Cadbury are well skill
and able to understand their customers
expectation from different services.
Where as nestle has not that much
employees because they do not have a
large scale stores in different countries as
compare with Cadbury. So for them it is
require to provide appropriate training to
grab market opportunities easily.
Process Cadbury always uses innovative ideas
and advance technological equipment
in their processing, this process helps
to reduce extra wastages and time as
well as help to improve employees
productivity effectively. Procedure of
Cadbury is very large because they
serve different services in several
countries.
Nestle is not using different processing
method. They are basically use
traditional methods for their production
services (Wirtz, 2012).
Physical
evidence
Cadbury always different kind of
methods to getting various advantages
easily. In this process they use
blogging or social networking site to
Nestle is not uses as much quality
methods for their organisational services.
This the only reason that they are not
understand their customers demand
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get feedback of customers toward their
organisational services and products as
well.
toward organisational effective goods as
well as quality services.
TASK 3
P4 Marketing plan for firm
For a business organisation, it is require to make effective market plan to analyse their
organisation's objective to achieve them in appropriate manner. For this process organisation
needs to use effective strategy to design their marketing plan in appropriate manner. In this
process Cadbury needs to analyse micro and macro factor that can impact on their operational
activities and decision making procedure. Main objective of this marketing plan is to represent
organisation's objective and values in target market as well as to build effective approach for this.
Marketing plan of Cadbury is given below as-
Overview of the company – Cadbury is second largest confectionery brand which is
provides its products and services in several countries. This organisation was founded in the year
of 1824 by John Cadbury in Birmingham. This organisation is deal in several products but some
effective goods of this are Dairy Milk, Crunchie, Caramel, Boost, Picnic etc.. This organisation
is basically produce quality products for small kids but now they expend their product services in
different things. This organisation works with effective strategy to provide quality products and
services in target market according to customer's requirement and need (Papasolomou and
Melanthiou, 2012).
Vision and mission of the company – vision and mission of organisation is to provide
quality products and services in worldwide according to customer's demand and need.
Situational analysis – Cadbury is a well known organisation and they allays works
according to effective and impactful strategy through this they easily control impact of micro and
macro environment factors on their operational working approaches. This is a only reason that
they expend their market structure in several countries easily. For internal environmental factors
they make effective strategy to create their positive image in market as well as for external
environmental factors they needs to use proper procedure to control their negative impact easily.
Ansoff Matrix of Cadbury
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 Market penetration – This is a most important factor that organisation needs to analyse
when they create values of their existing products in existing market. For this firm needs
to create proper and appropriate strategy to recreate impactful image in same market.
 Market development – Cadbury is a well known organisation and for them it is require
to make effective strategy to introduce their existing products in new market. For this
they needs to use proper analysis of market to getting proper information of their
product's demand in new market.
 Product development – For Cadbury it is require to use different promotional activities
to introduce their new products in existing market easily. These kind of factors can
provide positive outcomes if organisation uses effective marketing and promotional
activities to introduce new products in front of their customers.
 Diversification strategy – This process require impactful strategy to introduce new
products in new market easily (Mihart, 2012). For this Cadbury needs to analyse their
product's demand in several countries to easily introduce them in these places. This
process require proper marketing activities as well as effective uses of advertising for
promotional activities.
Allocation of resources
 Financial resources – For Cadbury, it is require to allocate their financial resource in
appropriate manner to use them in future easily. For this organisation needs to recruit a
skill and experienced candidate who can easily understand financial management of firm.
 Technological resources – For Cadbury, it is require to use technological methods and
equipment in their organisation to getting desired outcomes easily. These methods helps
to reduce wastage and extra time consuming process to improve productivity of
employees easily. Human resource – This division of Cadbury helps to hire and recruit skilled and
experienced candidate easily. In this process human resource manager play a most
important role. They also provide training and learning to their employees to increase
their interpersonal skills and working capacity as well (Desai, 2013).
Budget – Fer Cadbury, it is require to manage their financial budget in appropriate manner to
analyse income and expender to manage them in proper formation. There is marketing budget is
is given below -
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Capital 200000 5000 4100 4000 4000
Investments 18000 19000 17600 17000
Total 200000 23000 6000 21600 21000
Marketing expenses
Sales 4400 2000 4600 6000 5800
Marketing 5000 4500 3200 5500 3000
Promotion 2000 2600 2400 4200 2500
Printing 4500 2500 7800 1700 1500
Advertising 5000 3000 4000 8000 6000
Internet Marketing 2500 8800 5500 3200 100
Networking 6000 7500 5500 3600 4200
Total 29400 30900 33000 32200 23100
CONCLUSION
As per the above report it has been summarised that, marketing is an effective tool that
helps to build positive relation between organisation and customers easily. Through this process
a firm can easily getting higher benefits and incomers easily. In this process, marketing help to
analyse market demand and customer's need toward specific products and services. This project
report is based on Cadbury which is second largest confectionery brand, provides its products
and services in world wide. So for them it is require to uses effective marketing process to
getting desired outcomes easily. This report represent role and responsibility of marketing
function and its impact with organisational activities. It also determine marketing mix of
Cadbury with its competitor firm Nestle. At last it represent marketing plan of organisation.
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REFERENCES
Books and Journals
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.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3) . pp.319-328.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Swenson, M.J. And et. al., 2014. Startup marketing: Leveraging leverage. The Journal of Applied
Business and Economics. 16(6). p.56.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
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.
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.
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