Marketing Essentials: Roles and Responsibilities of Marketing Functions

This report focuses on the key roles and responsibilities of marketing functions in a business organization. It discusses the development of marketing strategies, marketing information systems, monitoring of marketing environment, marketing research, market segmentation, and brand equity. It also explores how marketing functions relate to the wider organizational context.

Marketing Essentials

Contents
Introduction.................................................................................................................................................4
TASK1........................................................................................................................................................4
P1. Key roles and responsibilities of the marketing functions.................................................................4
P2.Roles and responsibilities of marketing relate to the wider organisational context for the chosen
organization or scenario...........................................................................................................................6
TASK 2.......................................................................................................................................................8
P3. Marketing mix of CADBURY...........................................................................................................8
TASK 3.....................................................................................................................................................11
P4. Marketing plan................................................................................................................................11
Conclusion.................................................................................................................................................14
REFERENCES..........................................................................................................................................16

Introduction
Marketing is a beneficial tool in the modern business organization. It involves
understanding of marketplace, demands of consumers, building profitable relations. The business
organization has realized the importance of customer relationships and they are trying to get an
innovative approach towards marketing strategies in business. Marketing functions consists of
strategy management, marketing research and product development. Responsibilities for the
growth of the organization (Baker and Saren,2016). Marketing function involves various This
report focusses over the marketing essential in business organization which belong to modern era
of globalization. CADBURY was established in Birmingham it make majorly chocolates.
CADBURY developed the business by using the marketing strategies and functions. This
development strategy is likely to lead the loss of the company.
TASK1
P1. Key roles and responsibilities of the marketing functions
Marketing management is defined as the process of planning and execution of different
marketing concepts. Marketing department play a vital role in promoting the business and
mission of an organization. It serves the face of CADBURY, coordinating and producing all
materials representing the business (William and Zikmund, 2012). Marketing function can be
defined or explained as the roles of the business organization which helps to identify successful
products for markets. There are different roles and responsibilities play by marketing for the
growth of the organization.
The roles of marketing are as follow:
Marketing Strategies
This role of marketing depicts the development of marketing strategies and planning for
the business organization. The managers of the CADBURY need to recognize the needs and

requirements of target consumers and provide them products and services accordingly. The
development of marketing strategies brings out a balance between the organizational objectives
and marketing opportunities.
Marketing Information system
In CADBURY the MIS provides the information regarding various factors such as
product, planning and implementation, controlling of marketing strategies. In the CADBURY
MIS depicts the information regarding the logistics on a real time basis which helps the
distribution network effectively (Baack, Harris and Baack, 2013).
Monitoring of marketing environment
The marketing process have crucial role in the identification of new developments in the
identification of new developments in the identification of new developments in the marketing
environment. These developments provide constructive response for the development of product
and services of the CADBURY.
Marketing research
Marking research is considered to be the major role of marketing. The research involves
specific knowledge of the products, price and consumers in order to communicate the best
product and services of CADBURY in the market.
Market Segmentation
In present era market is volatile and the business organization requires accurate
segmentation which are provided by the marketing. The marketing manager of CADBURY
helps in the large market and promotes the goods and services of the company.
Brand Equity
The consumers inclined over brands or the organizations which provide added value to
their products and services. Marketing provide added value to their products and services.
Marketing provides a reputation and builds strong brand value of the CADBURY among the
consumers.

Responsibilities and functions of marketing
Marketing function encloses various different functions such as advertising, finance, distribution
system etc. the key elements of marketing functions are explained as:
Research
In the business organization market research plays a crucial role. It is considered to be the
most important marketing function, as without a successful market research, business is near to
business is near to impossible. Research helps in getting the valuable information regarding all
the factors concerning business process. It is considered to be a crucial key marketing function
among the organization.
Strategy
The information and data from the research, it is processed to judge all the possible
strengths and weakness among the business operations (Silberschatz, Galvin and Gagne, 2014)
The strategies provide valuable guidance for competing with the strong market and succeed in
the market environment, the strategies are built over all the realistic possibilities and possibilities
and outcomes which are measured through research.
Planning
The marketing department involves financial planning, forecasting of sales figures,
distribution, communication and other factors of business. The planning department utilize a
specific timeline to plan the major strategies for converting organization goals into success.
Tactics
These are small and short-term plans which are implemented in order to attract the target
consumers. They involve limited period offers which provides promotional boost in the
marketing plan. It helps in concerning the initial pressure from the competitors and boost in the
sales. The marketing functions are closely linked with the other functional units of business
organizations. The marketing functions require economic resources and evaluation of marketing
strategies and planning among business organization. The marketing functions accurate

description from the production department regarding the products and services of the
organization to provide a marketing plan.
P2. Roles and responsibilities of marketing relate to the wider organizational context for the
chosen organization or scenario
Marketing functions is strategic discipline which most activities of the business and is an
essential ingredient of corporate strategy as essential ingredient of corporate strategy as
communicational in the corporate plans (Silver and et. al., 2012). There are different
responsibilities of marketing relate to the wider organizational:
Operation management
The marketing department need to work closely with the production department to ensure
that aquatic research and development is planned to satisfy current and future customers need.
The item can be manufactured to the quality and design specification by the consumers. The
volume of orders generated by marketing can be met within the time schedule required to
delivery. It is likely that the marketing departments set deadlines that the capabilities of the
production department. Marketers wish to get products to markets fully to ensure that they do not
have to repair or replace defective items and that they meet health and safety requirements.
Marketing department
Marketing department promotes business of CADBURY by using different interrelated
strategies a d drives sale of its products and services. It provides the necessary research to
identify target customers and other audience. It organizes all the activities that are concerned
with marketing and promotion. This requires that the marketing department has a proper
direction and strategy at its disposal to study the market, create the right product, and promote
the product and the brand, towards the final aim of developing the business and enhancing the
value of the business. The tools that are employed by the marketing team. The marketing
department is provided with a budget for promotion, and it has to design its promotional
activities within the budget. The marketing department also manages the social media marketing
for businesses. It does so with the help of social media experts who design and implement the

strategy to promote the business and its product on the internet, create a buzz and utilize that
buzz to attract customers and improve sales.
Finance Department
The marketing department need to work with closely with the finance department to
ensure that all the business operates within its financial capabilities and an adequate budget to
meet the needs for research, distribution and promotion. They want all departments to works
within their collocated budgets such as all departments. Marketing departments is likely to
concentrate on sales volume and building market share while the finance department more
focused on cash flow covering costs and paying back investment quickly as possible.
Human resource Department
Marketing department work closely to the HRM to ensure that appropriate skills and
staffing levels are place to research and develop new product ideas, meet production targets and
create an ambitious and captive sales team (Joshi, 2012). The HRM department have many
recruitment and training demands from across the organization. It has to balance its obligations
to marketing with this to other departments.
TASK 2
P3. Marketing mix of CADBURY
Basis CADBURY NESTLE
Product CADBURY is UK based
multinational company.
Products offered by companies
such as fudge, caramel, dairy
milk etc., are popular
worldwide. Products are
produced on the basis of
factors such as demography,
Nestle is a big company
associated with food and milk
related products. It is situated
in Switzerland. This company
delivers products like Kitkat,
coffee, Nescafe and many
more food products. Maggi
noodles of Nestle are a

demand, competition and
production cost. Bournvita and
Dairymilk hold more than half
market which is associated
with chocolates.
worldwide famous product
which is a popular name in
most of households.
Price The price of CADBURY
products is decided according
to the targeted market. Most of
the products are easily
affordable and many varieties
are included in economic
range. Éclairs, Perk and dairy
milk are some examples.
Dairymilk is available in
different size in variable price
rang whereas products like
Bournville, Oreo and Silk id
priced high to fulfil the desires
of people which can afford
standardised products.
Nestle products are priced
individually in accordance
with the popularity of product.
Maggi and Nescafe due to
wide popularity are priced
more than other products. As
quality offered is up to
standard, consumers are
satisfied by paying high price.
Nestle offers competitive
pricing as their strategy to
attract more customers (Babin,
and Zikmund, 2015).
Place CADBURY delivers its
services and products globally.
They target those market
sections with high priced
products where demand is
high. Products offered by firm
are available at more than 200
countries and has a very wide
customer base which makes
CADBURY a market leader.
Due to high demand of
products like Nescafe and
magi, other products are also
derived into market. Pricing
Strategies used by nestle
involves discounts on a high-
priced product while buying a
low priced one.

Promotion This aspect plays an essential
role in increasing the market
sales of CADBURY. Digital
media is the most common
platform used to promote and
advertise company’s product.
Vernacular languages and
different dialects are used by
company to promote their
product in every area.
The manager of Nestle
formulates promotion by
campaign like Maggi
advertisement campaign.
Along with it tune of Nescafe
is the among most popular
tunes. Social media, TV also
plays an important role in
promoting brand. Kitkat is
popularised with a term “Take
a break”
People The management and senior
employee like Managers of
CADBURY considers the
needs and wants of workers
and consumers as a priority.
Firm provides employment to
millions of people. They also
guide them with training
session so that workers can
serve clients efficiently.
To achieve organisation goals
requirements of clients and
employees must be given
value. If employees are
satisfied they will be more
productive which will
influence the overall working
of Nestle in a positive way.
Process CADBURY is highly focused
regarding the methods and
process used while preparing
products. Quality of products
is often improved in
accordance with the taste,
preference and choice of
consumers. Advanced and
effective technology is used
Nestle chooses the process
involving least wastage and
maximize use of resource.
They focus on improving the
products within a regular
interval due to which sale
increases considerably
(Lovelock, 2011).

while preparing items.
Physical Evidence It is a vital aspect in the
working of organisation.
Physical evidence defines the
presence of brand within the
market. It is important for
manager of CADBURY to
take care of factor like hygiene
and proper cleaning of outlets.
The physical evidence of
Nestle company is appreciable.
Products are available at
almost all stores whether urban
or rural. The interior of outlets
also attracts customer towards
the brand.
TASK 3
P4. Marketing plan
A marketing plan is basically a document related with business which is written for defining the
market position of a firm. It also includes the marketing strategies which the company is going to
follow for achieving their desired targets and goals. Marketing plans often cover a time period of
approx one to four years. The intention behind using marketing plan is to identify those actions
an organization can take to their targeted goals and desired products. For example, marketing
plan of CADBURY may include strategies to improve the market share of company by fifteen
percent. The plan then identifies the goals and strategies that are needed to be attain for
improving market shares.
Overview of the company
CADBURY is a London based British multinational company which is established in
1824. It delivers its products and services in more than 205 countries. This brand is worldwide
famous due to chocolate products such as, Éclairs, daily milk, fruit, Bourneville and Oreo etc.
Targeted consumers of the company is people aged between five and thirty five years.
CADBURY’s manager use different pricing strategies to sell its items to large number of clients.
Strategies like economic pricing firm offer products at low rates and seasonal discounts on
products (Rossi, Allenby and McCulloch, 2012). In skimming strategy some standardized

products are rated high to target particular clients. Manager of an organization gives employees
a well implemented training session so that workers can enhance their working efficiency.
Mission: The mission of CADBURY company is quality improvement so that sections are not
attracted towards products can purchase them and satisfaction level of older clients will also
increase.
Vision: The vision of CADBURY is to develop a global brand preferred and loved by all
sections of society.
Marketing objectives
 The main marketing goal of firm is to enhance their sales by 22% in 3 to 4 months.
 To introduce CADBURY sugar free chocolates while enhancing market shares by 35%
in two years.
STP: It is an approach related with marketing plans which is based on three aspects. The firm
uses this strategy to segment its customers in accordance with the market demand. It is
performed in reference with needs of consumers and environment in which they live.
Segmentation, Targeting, Positioning denotes the term STP (Armstrong and et. al, 2015). The
manager of a firm like CADBURY also follows this approach which supports them in selling
various products in different parts of country.
Segmentation: It is the process in which market is bifurcated into small sections which includes
specific units of targeted consumers. This allows the firm to fulfill the needs of clients by
delivering them required commodities and products. In reference with CADBURY, segmentation
will takes place on the basis of:
Geographic: It divides the clients in accordance with their geographic locations i.e. country,
state and city.
Psycho-graphic: It differentiates the bunch of people in accordance with their personality and
lifestyle.
Behavioral: In this aspect, group of people is divided on the basis of their thinking. It includes
their actions towards goods of firm and their loyalty towards the brand and company.

Demographic: It bifurcates section of people according to their education, occupation, gender,
marital status etc.
 Targeting: This segment included that section of society which is specifically targeted
by the organization to promote their products. Manager of CADBURY also target
different customers in accordance to their preferences, needs and requirements.
 Positioning: It includes the reputation and popularity of CADBURY in minds of people
at market area. This helps the firm in calculating the ranking of brand within the market.
It is essential for all firms to measure its improved value and image within the market.
Along with this, CADBURY utilizes this approach in to calculate the market value of
their brand.
SWOT analysis of CADBURY
Strength
 CADBURY has wide and well
promoted channels of product
allocation and marketing.
 It offers different prices for different
products in accordance with the
purchasing power of different sections.
Weakness
 It is a difficult task to find staff
members that are already trained
 People that are health conscious avoid
products offered by company due to
high level of sugary content (Clow, and
James, K. E., 2013).
Opportunities
 Increased consumption level because of
improvement in quality (Ahmed. and
Rafiq, 2013).
 Media can help CADBURY in
spreading their influence to billions of
people.
Threats
 Rivals like Nestle which offers
standardised products at market place.
 Rise in prices of supplied material.
Marketing budget

Particulars 1st year 2nd year 3rd year 4th year
Initial money 12000 4000 8000 7000
Investment 13000 11000 6000 4000
Total 25000 15000 14000 11000
Marketing
outlay
1000 6000 3000 4000
Promotion 5000 1000 4000 1000
Sales publicity 12000 3000 1000 2000
Direct selling 4000 2000 1000 1000
Total 22000 12000 9000 8000
Monitoring and control
It is essential for all companies to prepare appropriate marketing budgets to determine the
details of investments and funds. By this plan, firm can make guesses about the required funds
they are investing and the amount of investment also. This plan is necessary for every
organization either it is large or small. CADBURY has also formulated this plan to check out the
details of funds (Brady, 2014). With this plan organization also calculates whether its clients are
appreciating their products or not and the level of appreciation also. It helps the manager of
CADBURY to supervise if all necessary steps related with marketing are executed properly or
not. It is influential for firm because in case of any issue in planning employees can handle it by
avoiding it in future. Hence, it is very important for each corporation to formulate marketing
plans and to supervise and revise them from time-to-time.

Conclusion
In this assignment the role of the marketing function and interrelationship of other
organization functions. The process of the organization must have customer focused business
operation. The main objective of the company is to provide a customer focused effort to excel in
the business. The whole marketing mix are compared in the business organization to achieve
business objectives. In the report the identification of target consumers is important thing in
marketing planning process during the research. The organization identify their competitors
which are going after their target consumer. In this assignment evaluate the research and make
strategies according to the needs and requirements of markets. Propose a budget for the
marketing activities and create well defined goals and objectives using a specific timeline.

REFERENCES
Online and Journal
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
William, K. and Zikmund, B. J., 2012. Essentials of marketing research. London: Cengage
Learning.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
Joshi, M., 2012. Essentials of marketing. Bookboon.
Silver, L and et al, 2012. The essentials of marketing research. Routledge.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Armstrong, G and et al, 2015. Marketing: an in
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Online
Functions and Responsibilities of Marketing Manager. 2016. [Online]. Available
through:<https://www.gktoday.in/gk/functions-and-responsibilities-of-marketing-manager/
>.