Marketing Functions and Integration

This assignment provides an in-depth analysis of marketing functions, including marketing mix, marketing channels, market orientation, and brand equity. It also delves into the importance of sustainable supply chain management and its integration with marketing. The assignment includes a comprehensive review of various studies and research papers on these topics, providing valuable insights for students and professionals in the field of marketing.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
P2. Way in which roles and responsibilities are linked with wider organisational context........5
TASK 2............................................................................................................................................7
P3. Developing a marketing mix for two companies..................................................................7
TASK 3..........................................................................................................................................10
P4. Producing a marketing plan for organisation......................................................................10
CONCLUSION.............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the process of promoting or advertising products of company so as to
increases sales. It helps customers to know about the uses and benefits of goods for which they
will pay. In business organisations, marketing helps managers to understand needs and wants of
their potential customers in an effective manner. Commercialisation assists a firm to grow in the
market and build a healthy relationship with buyers. In other words, marketing is an ability of
attaining and retaining the best employees in firm so that they can produce something new and
better (Blythe, 2012). Cadbury is the selected organisation in this assignment which is a
multinational confectionery company. Its headquartering is in West London and Cadbury
operates in 65 countries worldwide. Apart from this, the present report will be explained key
roles and responsibilities of marketing functions as how they are helpful in order to achieve goals
and objectives of company. There will be a discussion on various organisational functions with
marketing department as they all are interrelated with each other. The document also consists of
marketing mix of two different organisations and marketing plan is also developed with an aim
of attracting maximum number of customers.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing plays a crucial role that helps in planning and executing the conception,
promotion, pricing and distribution of goods or ideas that are able to obtain the organisational
objectives. In Cadbury, these functions are liable in classifying as well as anticipating buyer’s
requirements in a systematic manner. A better marketing always needs effective communication.
There are given some key roles and responsibilities of marketing that are stated as follows: -
 Main role of marketing is to transfer, move and exchange the goods so that they can
conveniently reach to intermediaries i.e. retailers, sales persons and wholesalers. It can be
said that marketing is beneficial for both producers as well as customers.
 Marketing helps in producing quality products and services which can meet the needs and
wants of consumers in a proper manner. If business organisation is capable to recognise
buyer’s requirements then it can easily increase the sales and ultimately profits of
company (Peter and Donnelly, 2011). Apart from this, commercialisation is also useful in
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providing many chances of earning profits by initiating possession, place and time
utilities.
 Marketing also helps in generating job opportunities for people. Effective marketing
function needs a large group of people who are involved in its various activities. In
Cadbury, about 40% of all employees are linked with marketing directly or indirectly.
 Marketing helps managers to take better decisions to improve the sales of firm. In the
modern scenario, commercialisation is now emerged with production process in order to
satisfy customers' demands. In this light, producers also depend upon marketing
mechanism so that they can decide what to produce or sell. This a dynamic concept that renders new ideas and innovation to managers. Marketing
gives a scope to managers as they can easily understand the demand pattern of their
customers. With reference to this, merchandising can be seemed as an instrument of
measurement and make goods available.
Below mentioned some major marketing functions: -
Illustration 1: Marketing functions
(Source: Roles and responsibilities of marketing function, 2017)
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 Marketing planning –It is the core function of marketing that helps managers to plan all
their activities and operations. Marketing planning is the position where a company
stands at present and wants to be in the future. The main objective of marketing planning
is to accomplish all its goals and targets in a meaningful manner (Ko, Hwang and Kim,
2013). Cadbury is also conducted marketing planning session in order to cover all
aspects of promotion, production levels and further action activities. Its marketing plan is
all about how to maximise the market share of company. For example- at present, the
chocolate firm has covered 25% share of the market and it wants to rise up to 40%. For
that, Cadbury needs an effective marketing plan that its bale to achieve its goals and
objectives in an sufficient time period. New product development and management – It is an essential duty of marketer to find
out new products that matches exactly with buyer’s needs and wants. The process of new
product development aids to develop a new market for a particular good. In this sense,
product management also recognise that either the product is able to fit in current market
trend. Along with this, new product development emphasises on commodities designing
as it has a vital role in product selling. Pricing and distribution – This is the third important function of marketing. Managers of
Cadbury always keep average prices of their products. Additionally, price factor is
affected by its quality, rate of its substitutes, cost of profit, government policies, etc. Price
should not be too high as well as it also earns profits at the same time. Marketers need to
use effective distribution channel of their products so that customers can purchase the
same. Pricing and distribution are also helpful in enhancing the sales of company. Marketing information – Marketing information system consist with people, procedure
and equipment in order to gather, monitor, analyse, sort and distribute goods and services
of company (Park, Lee and Morgan, 2011). In that, internal data or information is
gathered by past customers' database, operational reports and financial records of
company. The main advantage of marketing information system is for managers as they
can easyly and quickly access to information whenever it is needed. In Cadbury, the data
is gathered and then evaluated in order to analyse the best product and have more
opportunities in marketplace.
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 Buying and Selling – They both are also called as exchange functions of marketing.
Buying and selling helps in ensuring that firm's offering are available in a sufficient
manner to meet buyers' demands. Apart from this, marketring functions are also
supporting in personal selling, sales promotion and advertising. Buying function focuses
on purchasing the value added raw material for production whereas selling function
relates with choosing an effective distribution for goods to have access to large number of
customers. Promotion – It means revealing the buyers towards the commodities of a company.
Advertising and promotion function helps in encouraging customers so as to buy such
products. Cadbury uses various promotional techniques to attract customers towards its
chocolates. Promotion activities also put a huge impact on decision making process of
managers. Promotion helps in increasing the brand awareness among consumers. In the
modern scenario, people tend towards knowing more about company or a brand before
purchasing anything. The basic objective of promotion is to extend market sales and build
higher profits. Innovative tools of advertising help in attaining more people towards the
business enterprise (Rosenbloom, 2013). Packaging, labelling and branding – Packaging encompasses designs of package of
products whereas labelling provides full information about the features that are used in
product. Packaging and labelling; both serve as effective promotional tools for company.
Attractive designs of packages can attain more customers in the target market, many
time buyers demands in different ranges. For that, company needs to use good packaging
materials i.e. bottles, plastic bags, jute or wooden boxes, etc. Label can be in the form of
a seal or cover. Branding is also another marketing function. In this sense, every
individual wants his or her products having different identities in the target market. For
that, companies are using a specific name that makes their products distinct from other
rivals.
 Risk assessment and quality control – Marketing enables the managers to assess risk. It
relates with uncertainty about the future customers' purchases as well as their needs and
demand. A product carries various risks from starting to the ending, i.e. trades damages,
deflation and pitfalls. For that, business managers need to use good packaging systems,
they are able to preserve the quality such products. Apart from this, quality control is an
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important function of marketing. It refers that employers always need to focus on the
quality of their goods that is helpful to maintain a positive image of Cadbury in market.
P2. Way in which roles and responsibilities are linked with wider organisational context
Marketing has a much widened role in the modern era of industrialisation and large scale
production. . Marketing department of company is related with other units of the firm. This will
help it to achieve goals and objectives in the competitive market. Various functions of business
organisations are given that are interrelated with marketing to complete its activities These are
stated as under: - Finance – Accounting department is wholly liable for distinguishing the amount that will
be spent upon each and every activity of company. If companies have have adequate
finance as they easily grow and develop in potential market (Topolšek and Čurin, 2012).
Along with this, the accounting department of Cadbury is assistive in maintaining its
financial records on regular basis. Therefore, this unit is connected with the marketing
department in order to manage sales efficiency as well as market trends of company. In
Cadbury, merchandise unit sets up various activities for increasing sales. In the execution
of all these programs, company requires an adequate budget. Human resource management – Main function of human resource department is to
attain and retain employees in the business organisation. Whereas, marketing needs
talented and well-skilled people who have innovative ideas that how to sell products in
the target market. Therefore, human resource and marketing; both are interrelated with
each other to achieve organisational goals and objectives. Apart from this, the HR of the
company can learn talent segmentation by marketing. These person are used diverse
techniques that how to engaged employees as they can easily communicate with each
other. All these can influence business strategies and its behaviour that how to perform in
competitive market. Customer service – The unit is pledged with understanding customers' queries and their
complaints. The main role of customer service department is to resolve all issues of their
customers. This helps in maintaining a strong as well as healthy relationship with their
clients. In marketing, customer’s services help in influencing buyers to purchase the
goods and services of firm. This unit renders all information after, before and during the
purchase (Nakata, Zhu and Izberk-Bilgin, 2011). In addition, customer service
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department emphasises on supplying good support services to the new, current as well as
potential customers of Cadbury. Apart from this, good kinship with customers helps in
developing customer’s loyalty towards firm. Sales – This department is highly responsible for company's growth and success whereas
main motive of marketing is to generate higher revenue. If Cadbury uses effective sales
techniques; this will increases its overall sales turnover and make higher profits. There
are various techniques of sales such as personal mercantilism, sales promotion, door to
door selling, etc. In terms of marketing, sales department assists in co-ordinating with it
by generating brand awareness and product launching. The unit is also responsible in
order to find the way of selling among target consumers. If marketing and sales
departments both work together then company can easily maximise its market share and
growth. Information technology – In the modern era, there are diverse technologies invented for
promotion and selling. In Cadbury, department of information technology is the heart of
smooth functioning. There are different software and applications are executed in market
that provides direct assistance in operating marketing activities. It helps companies in
order to maintain the past records and data that is useful in future marketing decisions of
company (Rosenbloom, 2012). Research and development – Marketing research plays a significant role in the growth
and success of business organisation. Main role of research and development department
is to provide information about the needs and wants of buyers. In today's scenario, market
trends are continuously changing and so, it is essential for managers to know about them.
In other words, marketing research is a best technique that analyses those factors which
helps in identifying those factors which will influence market reputation of the company.
Research and development unit also identifies potential customers and their requirements.
This can also include attitude or behaviour of buyers towards the products and services. Production and operation – Marketing department of Cadbury is also linked with
production and operation division. It is the prime obligation of production manager to
produce such type of goods which are able to fulfil needs and wants to buyers at
maximum level (Opute, Dedoussis and Tzokas, 2011). Production and operation division
enables to ensure that inputs are converting into finished goods in an effective and
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efficient manner. It also consists of manufacturing good quality product. If the firm has
creative and value added products then it can easily achieve marketing goals and targets.
 Legal department – Role of this department is to check that whether all activities and
practices within organisation are being followed in an ethical as well as legal manner. In
terms of marketing, at the time of promotion, companies need to provide products and
services to their customers by fulfilling all laws and legal rules.
TASK 2
P3. Developing a marketing mix for two companies
Marketing mix is a combination of 7P's like product, price, place, promotion, process,
people and physical evidence. All these elements are helpful to sell goods and services of
company in the target market. Cadbury needs to develop its products which are able to satisfy
customers’ needs and demands. It is assistive in distributing trades among large number of
buyers. Below mentioned is the marketing mix of Cadbury and Mars:
Illustration 2: Marketing mix
(Source: 7P's of marketing, 2017)
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Marketing mix of Cadbury: - Product – Cadbury has a wide range of products and services where Bourneville, Perk,
five star, milky bar, silk, temptation, dairy milk, gems, Oreo, éclairs, etc. are the major
offerings of firm. Apart from this, bournvita is another leader of market in milk
beverages. In addition, Halls i.e. mouth freshener is one more product of Cadbury that is
famous among youngsters. Therefore, company has 2 cash cows and many star share in
market. Due to strong line of trades, the firm is a leader of chocolate industry (Le
Meunier-FitzHugh and Piercy, 2011). Price – Main motive of Cadbury is to produce qualitative products and services. Its
products i.e. chocolates and Oreo always need high marketing to be on the top. The price
of these trades are very high but the company also has reasonable products like, perk, five
star, eclairs, gems etc. Apart from this, dairy milk is also considered as a premium brand
of chocolates but this is also available on low prices to customers. Hence, Cadbury has
diverse range of goods and each has different prices that depends on the type of a buyer
who is going to be buy the same. Place – This element of marketing mix consists of the way in which products will be
distributed among customers so that they can easily purchase them. Place means various
channels of distribution where products are going to be sell. The product goes to retail
shelves before its selling in market. Cadbury spends 10% of its total profits upon
promoting and advertising activities. Apart from this, it is essential that products can
access at the right time in market so as customers can easily reach towards it (Fan, Lau
and Zhao, 2015). The brand is easily available in the urban as well as rural areas. This
helps in the way of reaching to numerous customers. Promotion –Company has been endorsing various promotional techniques that send
marketing message directly to customers in a meaningful manner. For that, effective
communication plays a significant role. Recently, Cadbury adopts the tag line i.e. Tastes
like this feel. Company promotes its brand on television, radios, internet, etc. The brand
also gives various offers on different occasions. Cadbury celebration is largely consumed
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by buyers on festive seasons. In addition, the firm regularly delivers new goods in order
to maintain the brand equity and to expand market share as well. Process – It consists with the methods that are used by companies in order to produce
their products. Cadbury is using effective and good raw material to make branded
products as they become more tasteful and healthy for people. People – Cadbury also focuses on providing training and development assistance to its
employees to improve their skills and efficiency. Any business organisation needs to
emphasis on its customers as well as employees. These two are the main components for
its growth and success (Chikweche and Fletcher, 2012). Physical evidence – Cadbury's physical evidence is too strong that whenever customers
think about chocolate, they give first preference to Dairy milk. In addition, it relates with
that whether company is providing its goods and services or not.
Marketing mix of Mars: - Product – Goods and services of Mars has covered a large market share. the main
commodities of Mars are Snickers, Mars bar, skittles, starburst, Twix, dove, etc. On the
basis of softness, pack size, taste and assortment, the products of Mars are able to
compete with its competitors. Snicker is known as healthy chocolate. . Apart from this,
firm's products are for three purposes i.e. special occasions, gift purpose as well as self-
consumption. Price – Mars provide its products at reasonable rates in comparison of its rivals.
Company focuses on low rates with high quality so that any person can easily buy it.
Along with this, Mars also spend its money on its promotional and advertisement
activities so as to attract many customers from the target market. Business organisation is
using price skimming strategy in which a firm keeps lower prices of its trade to attain and
retain buyers in the competitive market (Helm and Gritsch, 2014). Place – It includes where the product will be sold, it should be available as far as possible
locations. Mars chocolates are easily found at any place but in small and rural areas, its
products are rarely acquirable. In this sense, the enterprise gives more preference to sell
its products in metropolitan cities and urban areas. Therefore, people who are living in
rural areas, can not access to its products and services. But soon, Mars will develop its
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marketing strategy, it will distribute its trades in village areas also with an aim of
increasing sales and making higher profit. Promotion – It encompasses integrated marketing communication. In Mars, promotion,
also helps in deciding the target segmentation and positioning of products. Attractive
promotion techniques put a huge impact upon price, place and products (Shin, 2012). But
customers are not aware about the products of Mars and its chocolates are also not
effective. Thus, company needs to adopt effective promotional techniques so as people
are clear that Mars chocolates are genuine and authentic. In addition, its chocolates are
giving more priority to the brand equity. Process – It is necessary for every business organisation to adopt new and innovative
production process to attract more customers. Along with this, manufacturing process of
company must focus on minimising the cost and maximise profits of organisation. Mars
gives more importance to brand equity in order to attract a large number of people. People – Mars emphasises on developing the habit of thinking of its employees as well as
customers. It is because; people are responsible for marketing strategies and activities
along with increasing sale of the firm. Additionally, there are many stakeholders in
company which influence its internal as well as external decisions.
 Physical evidence – Physical evidence of products and services of Mars is not good ,
small number of people know about it. They choose Cadbury Dairy milk if they want to
eat chocolates. Therefore, it also needs to change the marketing strategies to compete
with Cadbury.
TASK 3
P4. Producing a marketing plan for organisation
Marketing planning is useful for every business organisation in order to identify its
potential growth and success. It also defines the responsibilities of marketing executives with
which a firm can easily achieve its goals. Apart from this, marketing planning aids in the
allocation of resources that are used in producing or manufacturing products and services of
company. In Cadbury, the process seems with setting up schedule for marketing activities that
are necessary in order to accomplish its objectives. This is because; it helps in obviate future
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uncertainties, establishing cooperation and coordination among all the units of firms (Yu-Jia,
2012). Below mentioned is the important stage of marketing planning process of Cadbury: Background of the company – Cadbury was found in the year 1831. In 1969, it was
emerged with Schweppes and then company became famous in all over the world. Now,
firm is known as the most popular brand of chocolates. Apart from this, there are almost
465700 employees that are presently working for it. The firm is located in 50 countries all
over the globe. The success mantra of enterprise is – to produce top notch quality of
products, use sound advertisement and value of money. Situational and external analysis – In the process of marketing planning, managers need
to conduct external and internal analysis of company. This can be done through SWOT
and PESTLE analysis so that managers can easily evaluate those factors which will put a
huge impact on its market growth and position. SWOT is helpful in identifying the
strengths, weaknesses, opportunities and threats of company. For example: strengths of
Cadbury are global brand, innovative products, focus on confectionery trade, financially
strong, etc. Whereas, its weaknesses are small presence in emerging markets and they are
wholly dependent upon confectionery market (Soedijati and Pratminingsih, 2011). Apart
from this, PESTLE analysis is helpful in order to evaluate political, economical, social,
technological, legal and environmental factors; it means all external forces which could
be reduced market growth of Cadbury. Define objectives – It is the second step of marketing planning process of company.
Goals and objectives of Cadbury help it to achieve market growth and success. It is
essential for the managers to analyse all factors which will put a huge impact on
company's image in the competitive market. As the vision statement of cited company is -
“work together in order to determine quality products which are loved by more people. Market segmentation and develop a target market – Cadbury has divided its products on
the basis of segmentation such as geographic, psycho-graphic and demographics.
Company’s market is spread in different big cities and this brand produces the products
for each group of people. While establishing a marketplace, it is necessary to develop a
target market where goods and services of company will be sold (Hollensen, 2015). It
would help firm in order to meet the demand of potential buyers. It also involves market
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positioning for example Cadbury is having a wide range that is able to target many
segments in the marketplace. Develop a marketing strategy – At this stage, managers need to develop an effective
marketing strategy that focuses on competing with external rivals. In involves marketing
mix i.e. product, price, place and promotion so as to put right products at right the place
with an aim of gaining maximum profits. Implementation and execution – Afterwards, marketing plan is implemented in the
business. All managers and employees are working accordingly so as to finish all
activities and operations in an effective manner.
 Monitoring the progress – At last, the overall plan is measured by higher authorities in
order to know that whether practices of goals accomplishment are going in a systematic
manner or not.
CONCLUSION
As per the above mentioned report, it has been found that marketing has a significant role
in growth and success of every business entity. The present report is a case study of Cadbury and
its marketing strategies. Along with this, the present report is included different roles and
responsibilities of marketing functions. It has discussed that how finance, human resource
management, research & development, production and operation, customer service etc.
departments are interrelated with marketing in terms of achieving organisational goals and
objectives. Apart from, marketing mix of Cadbury and Mars is also developed, a marketing plan
is produced for cited company in order to meet buyers demands.
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