Marketing Essentials: Roles and Responsibilities, Marketing Mix Comparison of Cadbury and Nestle

This report on Marketing Essentials covers the key roles and responsibilities of marketing function, inter-relationship with other departments, marketing mix comparison of Cadbury and Nestle, and basic marketing plan for Cadbury. It explains how marketing helps to increase productivity, build customer relationships, and promote the mission and business of an organization. The report also compares the marketing mix of Cadbury and Nestle in terms of product, price, promotion, place, people, process, and physical evidence. Finally, it provides a basic marketing plan for Cadbury.

Marketing Essential

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function. ..........................................................3
P2. How roles and responsibilities of marketing function inter-relate with other departments.. 5
TASK 2............................................................................................................................................5
P3. Marketing Mix with comparison of different organizations. ................................................5
TASK 3..........................................................................................................................................11
P4. Basic marketing plan for Cadbury.......................................................................................11
CONCLUSION .............................................................................................................................14
REFERNCES:................................................................................................................................15
Books and Journals:...................................................................................................................15

INTRODUCTION
Marketing is a crucial tool in the modern business world. Marketing is consist with
understanding of marketplace, wants and demands of customers, provide the quality among the
customers customer driven strategy and building profitable relations. Most of the companies
understand the importance of customer relationships with the brand and they try to make every
possible step with innovative approach towards marketing strategies in the business (Nash,
2019). The company taken in this report is Cadbury which is a British multinational
confectionery company. It is second largest well-known confectionery brand which was founded
in 1824 by John Cadbury. The brand is highly known for its daily milk chocolates, roses
selection boxes and many other products. The aim of this report is to outline the marketing roles
and functions, how they inter-relate with other functional departments of the business. The report
also covers the topic such as marketing mix and marketing plan.
TASK 1
P1. Key roles and responsibilities of marketing function.
Marketing can be understood as a vital tool of the companies which primarily focus on to
enhance the efficiency and profits of the business through delivering products and services to the
customers. Marketing involves critical thinking which signifies the important content about the
needs and demands of customer and how an enterprise can satisfy it. In context to Cadbury, it is
an important function which helps to increase the productivity through advertising and providing
product information to the customers (Noam, 2019). It also helps to build the customer
relationship with the organisation by providing high quality products and services in order to
match the demands of the customers. Marketing function possess a vital role which helps to
promote the mission and business of an organization which involves different tools of promotion
such as product plan, market research, promotion, customer service, sales, development process
and so on. This department is responsible for creating a brand image in the market.
Roles and responsibilities of marketing function:
 Identify the requirements of customers: The marketing function plays a role to identify
the changing taste and preferences of customers. The main focus is on identification of
wants, habits, tastes, needs, beliefs, attitudes or buying patterns of customer and then

carefully examine the data to know what they exactly want and demanding in the
marketplace.
 Satisfying customer needs and wants: It is the main focus of marketing department to
fulfil the needs and wants of potential customers. The marketing must identify the
potential products that can offer them worth for their investments and meet the demands
of the customer.
 Making profit: It is the responsibility of marketing team to device new and advanced
methods in order to make customers to buy the goods which may include offering the
customers with the value added packages which not only help to boost the overall sales
and revenue of the organisation but also offer value to the customers for their purchasing.
 Promotion: It is the most important function of marketing. Promotion can be understood
as a type of communication which spread the awareness regarding product and services
which is delivered by the organisation to the customer (De Villiers and Woodside, 2018).
It includes the information about products such as benefits and merits of the product
which attract the customers and make them to buy it.
 Pricing: Pricing is the monetary value of products and services which are offering to the
customers. It is also an important factor that impacts directly on the decisions of
customers to buy or not to buy the product. Marketing manager of the Cadbury decides
and set the price of products and services accordingly which add the value of product.
Along with this, the company set very affordable prices which can be purchase by
common man in the market.
 Distribution: Distribution is the process through which new products and services
delivered to the final users by the organisation. It is the responsibility of marketing
department to make sure that products and services are deliver in an effective way to the
end users and assure the channels of distribution to deliver the goods (Schwöbel-Patel,
2021). In order to increase the sales of the organisation, it is very important to deliver the
goods and services to consumers as and when they need.
P2. How roles and responsibilities of marketing function inter-relate with other departments.
Marketing plays different roles and responsibilities in case of wider organisational context
of Cadbury Company. It is important for the company to make a proper coordination between all

the departments in order to accomplish the goals and targets on time. In context to Cadbury, the
interrelationship of marketing with other departments is mentioned underneath:
 Marketing and Human Resource: HR department plays a prime role to recruit the right
people to the right job and work for the welfare of employees in the set monetary terms.
The marketing department is deal with HR department in order to make sure the
vacancies are completed on time with the right people that has been chosen for involving
the marketing team in the organisation. Apart from this, marketing department also
coordinates with HR department in order to make sure that candidates are well trained in
order to address the current challenges and situations of market.
 Marketing and Finance: Finance department is known for providing the defined budget
for the marketing plans and strategies which consist taking into account the cost margin
and profit for the organization. The finance department offers a defined budget to the
marketing department in order to conduct their marketing campaigns within the defined
cost. Finance department also delivers information related to the charges which can be
included for carrying out the dealing of advertisements.
 Marketing and customer service: Marketing and customer service are important
functional departments of the organisation as both the departments are work to satisfy the
customers with the offerings of company. The customer service department of the
organisation assist with the feedback and reviews of customer to the marketing
department which help in the new product development. The interrelationship between
both departments is vital as they build positive relationship with their customers.
TASK 2
P3. Marketing Mix with comparison of different organizations.
Marketing mix is commonly used by marketing managers in order to analyse the current
condition of marketplace and develop marketing plan accordingly (Boozalis and Patel, 2018).
Initially, the company focuses on the 4P’s which includes product, price, promotion and place
but later developing strategic role of marketing it was examined essentially to include the other
aspects which includes people, process and physical evidences in order to achieve the long-term
goals of the organisation. In context to Cadbury, marketing mix includes set of tactics which
helps to create a brand value in the target market. Each and every component of the marketing

mix is interrelated with each other and influences each other. The success of the organisation
depends on the effectiveness of 7P’s.
From the above figure it has been clear that marketing mix includes 7 elements that are
product, place, promotion, process, price, people and physical evidence . All the elements are
necessarily understood by the organisation in order to make effective marketing plan and
strategies which helps to achieve goals and objectives of organisation (Antoniades and Mohr,
2019). The comparison of marketing mix between two companies are mentioned below:
Components Cadbury Nestle
Product Cadbury has a very wide
range of the products which
are classified according to the
seasons and varied as per the
The Nestle is one of the
biggest brands that give tough
competition to the Cadbury
which also deals in

sales in every nation. The
brand has not only products
which are related to the
chocolate but they have a
range of products in desserts
and beverages (Bruns, 2018).
The company also likes to
segregate their product line
according to the needs of
demographic areas. There are
lot of products such as
Cadbury dairy milk, Cadbury
5 star, bournvita, bournville,
dairy milk fruit and nut,
caramel, Oreo, Creme egg and
many more.
confectionery business. Nestle
also run their business in a
very productive way that they
are provide the similar
products that Cadbury offers.
It is found that the brand has
less market share and brand
values in comparison with
Cadbury. Nestle is very
popular for a specific product
in the global market that is
Nescafe coffee. Nestle has
more popular beverages than
their chocolates. Coffee has
been very commonly used in
every single house. Nestle has
few chocolates that are very
well known such as Munch,
KitKat, milky bar, Polo and
many more. It is also
identified that if they are back
in the chocolates, they have a
few range of products that
captures huge market such as
Maggi Nestle milkmaid
Price As the brand Cadbury has a
wide range of products in
there chocolate segment the
pricing strategy is also
different and based on the type
of customers. The prices of the
The prices of the products are
comparatively high than their
competitors. Due to this
reason their number of sales is
very low. Nestle set their
prices as per the quality of

products are high for few
range such as bournville but
on the other side there are
products which has low prices
to carter to the requirement of
other segments. This product
includes perk, eclairs, 5 star
and so on. In context to
Cadbury, the pricing strategy
is also depends on the
demand, competition and
packages. Overall the brand
has tactfully place to the
prices of their products so that
all the target customers can by
it.
their products they delivered
in the market. There most
deliverable and successful
product that is Nescafe coffee
has a very high price which
shows the taste and quality of
the product and that becomes
the reason to attract the
customers.
Promotion Cadbury has a wide and
different range of promoting
their products and services.
The promotional strategy is
done through posters,
television, online, newspaper,
radio through which company
makes a significant efforts to
make their goods reach to the
target people and aware about
their offers. The company uses
various types of taglines
which are connected with their
brands and catches emotional
connection with the viewers

that how chocolates can add
value to their lives with
happiness.
People It is very commonly known
that human resource in the
organisation drive success.
Cadbury is highly
concentrated on their
employees and providing
effective training programs to
help each and every employee
to work efficiently. It helps in
manufacturing their products
at smooth rate and makes the
problems to be solved.
Nestle is highly focused on to
recruit talented and skilled
employees for their
manufacturing process, so that
they can continue their work
without any problems (Faruk,
2019). In order to maintain the
employees in the organisation
they organised reward and
recognition programmes.
They organize several types of
training programs for their
employees in order to make
their services efficient and
better.
Place The products of the Cadbury
are available all over the
world. Cadbury has made a
significant impact in the
international market is just
because of their channels of
distribution they have. The
products are available both in
the rural and urban areas.
Cadbury is very popular in the
global market which covers
almost more than 200
countries and make sure that
Nestle are highly concentrated
on the European markets and
generate more revenue from
them. They also deliver their
products in other nations as
well. But in comparison with
Cadbury, Nestle has less
number of sales and profits.

there channels of distribution
has made their products reach
to the customers (Acikdilli,
Ziemnowicz and Bahhouth,
2018). Along with this, the
brand has also focused on the
E-Commerce business which
also significantly impact there
online sales. They are highly
focused on the innovative
ideas such as gifting and home
deliveries allows the company
to grow.
Process It has been found that the
Cadbury has a very efficient
process that they have no
pressure or burden of
manufacturing there products.
The brand manufactures their
products at a bulk range in the
factories and transferred there
goods to the wholesalers for
the selling purpose in the
target market and try to make
every possible way to reach
the customers.
Nestle has primary concern on
the customer satisfaction that
is the reason that try to adopt
customer oriented strategy for
their process. This strategy
helps Nestle to maintain and
increase the customer loyalty
towards brand while analysing
their demand for the products
in order to decide their process
efficiency.
Physical Evidence Cadbury is one of the
companies that primarily
focus on the packaging and
their design of the product
which helps to attract the
Nestle company also invest
their funds into packaging of
their products. But in
comparison with Cadbury, it is
not that efficient but they

potential customers. The
Cadbury likes to use several
kinds of packaging according
to the seasons and occasion.
There are many evidences
which show their efforts in
packaging of their goods.
Apart from this, they are used
many strategies to attract a
number of customers from
their design.
provide best ambiance for
their customers so that their
customers get attracted and
buy their products by seeing
packaging.
TASK 3
P4. Basic marketing plan for Cadbury.
A marketing plan of any organisation referred to an operational document that majorly focus
on advertising strategy that implement by an organisation to create leads and achieve goals and
targets of company. Also, marketing plan indicates the potentiality of an organisation to fulfil the
needs and demands of customer. As discussed above marketing is essential to promote product
of an organisation to the target market through mouth publicity, advertisement and brand
promotion and so on. Without an impressive marketing strategy, an organisation hardly achieve
their aims until the offering gets regulate to reach the customer. Marketing plan of Cadbury
involves mentioned instances:
Company overview: Cadbury is the second largest confectionery brand in British
administration. It has headquarter in Uxbridge, London, UK. Cadbury has their operations in
more than 50 nations all over the world. It is a specifically known for selling candies, chocolates,
bar, milk products and so on. It is found that the brand has grown over the last few years due to
its quality products.
Vision and Mission: The vision of the brand is to build a brand which is highly known for its
quality and variety of chocolates which gets competitive strengths (Allen, 2019). The mission of
the company is to be known for its great taste and existing flavour into their chocolates.

STP approach: This approach creates a model of classification of customers and making target
to fulfil their demands and reach customers. In context to Cadbury, it includes segmentation
targeting and position:
Segmentation: In this stage, the company make classification on their customers as per their
taste and preferences, beliefs, culture and so on which have changing attitude and make their
purchase accordingly. It is necessary to make clear targets on customers so that company can
know where to approach exactly. In context to Cadbury, their target customer depends on the
demographic factors.
Targeting: This process involves targeting on the left out markets and make strategies to reach
them. Targeting the appropriate market is very important where customers are concerned about
their quality of products (Evert, 2021). In context to Cadbury, they target their customers on the
basis of their age group and make every possible effort to reach.
Position: This approach includes the positioning of company into the target market. With an
addition to Cadbury, the brand make every possible way to recognized by their customers
through several ways such as they make effective advertisement, promotes their brand on
different platforms and many more.
SWOT analysis: This analysis is required by the company to analyse the internal factors that has
effect on the business environment. With an addition to Cadbury, this model offers an image of
the strength and weak points of company that cause threats and avoid opportunities:
Strengths Weaknesses Opportunities Threats
 The brand
achieves a
global
presence and
has a strong
brand image in
the market.
 Cadbury has a
strong
competitive
edge with an
 Sometimes the
brand has
suffered with
insufficient
product when
demand rises
and which will
results in
shortage of
products.
 Due to product
 Cadbury can
take advantage
of emerging
markets such
as China or
Asia as their
income is
rising and will
help company
to get
increased
Nowadays customers
are very concerned
about their health and
which becomes a
major threat for the
company. The raw
material and
chocolates are
contaminated by
healthy elements
which could affect the

approachable
product
quality that
cannot beat by
other brands.
shortage, the
brand comes
in the contact
of harmful
product
through which
they attempted
and allegation
of bacteria and
enzymes
containment
into their
many
products.
sales.
 As the brand
targets
international
market it is
necessary to
have huge
variety of
products
through which
they can take
advantage of
advanced
technology
into
production.
demands of
customers.
Identification of target persons: The respective brand has their target persons which are based
on demographic factors (Apperley and Gray, 2020). Cadbury has a very unique range of their
product line so that they target higher section of society for which they need technical expertise
who could look over social media advertisements as well as aware about the competitions.
Marketing goals: This goals includes SMART objectives of company which are mentioned
below:
Specific: The specific is aim of company that is to make a brand that cannot be beaten by any
competition by putting specifications into large market place.
Measurable: The results will be seen by KPI techniques and balanced scorecard to acknowledge
whether the plans are being match with the demands of customers or not.
Attainable: To make brand engagement into several markets is attainable.
Realistic: As the brand having high power customer base and good financial capabilities, going
to diversify products would be less complex for the company (Stros and Et.al., 2019).
Time bound: To get long term success the time will be more.

Measure and success: Balanced scorecards and KPI indicators can be used to measure the
formulation of goals and objectives.
CONCLUSION
It has been concluded from the above discussion is that marketing essential is very important
for the companies to attain the goals and objectives. Marketing has a lot of significant functions
in order to achieve targets. In order to grow a product category price, research and promotion are
the main function for which a definite budget is allotted. Marketing mix has driven with 7P’s
which is important to evaluate what the company wants to offer.

REFERNCES:
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