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P1Roles and responsibilities of marketing function

   

Added on  2021-02-21

19 Pages5626 Words27 Views
MarketingDesign and Creativity
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MARKETING ESSENTIALS
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ContentsINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1Roles and responsibilities of marketing function....................................................................1P2. Inter-relationship of marketing with other functional units..................................................4LO2..................................................................................................................................................6P3. Ways in which different organization applies marketing mix tactics...................................6LO3..................................................................................................................................................6P4. Evaluation of basic marketing plan.......................................................................................6CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing can be defined as a process which can be used by organizations to promote theirproducts, goods and services. This aspect also helps them in creating relationship withcustomers. It can help firm in satisfying consumers and making customers aware about theproducts and services which they are dealing in. This process includes advertising, selling andpromoting the goods. It assists firm in creating a want by the consumers for products. The mainfocus in this process is promotion of products which can be done by organization throughvarious means like brand endorsements, advertising, public shows and many more. Present studywill lay emphasis on Cadbury. Cadbury Schweppes, is a British multinational confectionerycompany wholly owned by Mondelez International since 2010. It is the second largest confectionery brand in the world after Mars. It is known for its DairyMilk chocolate, the Creme Egg and Roses selection box, and many other confectionery products.Company is serving their business in more than about 50 countries. Cadbury is selling itsproducts in places like India, USA, Russia, Germany and many more. It is known as one of themost popular British Brand. The brand value of company is very high in Britain. Present studywill lay emphasis on roles and responsibilities on marketing function. It will also highlight therelationship of marketing with other functional units. Report will also lay emphasis on thedifferent factors of marketing mix. It will also represent marketing plan of selected organization. LO1P1Roles and responsibilities of marketing functionIn order to grow and increase profitability the organizations have to promote theirproducts. This can be done by them through marketing. Also there are various roles andresponsibilities of marketing functions which they need to perform. This includes the following:Market distribution- Distribution basically means where the firm wants to sold out itsproducts and who will be their targeted consumers. It is one of the most important function ofmarketing. It is the process of making the goods and services available to the ultimate customers.Cadbury will make use of market distribution in order to reach out the consumers and increasetheir profitability (Armstrong and et.al., 2018). In this marketing has the role and responsibilityto find out the channels which will help them in massive distribution of products and services.The various intermediaries which can be involve in distribution of goods can be wholesaler,retailers, agent and jobber. Cadbury can make use of supermarkets, malls, cafeterias, outlets and1
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vendor shops. to sold out their variety of chocolates and wafers. This will help them in reachingout the ultimate consumers. This massive distribution can also be cost effective method for firm,as they can reach out large number of consumers at one time. Marketing distribution can helpfirm in reaching out consumers effectively and efficiently. By selling out the products throughmassive distribution, Cadbury can also enhance the sale of their goods and services. This canassist them in creating consumer base. Market research- The other most important function of marketing is market research. Itinvolves doing analysis and evaluation about consumers which company wants to target. Roleand responsibility of marketing is to interpret the needs, demands, taste and preference ofcustomers so that Cadbury can be able to grow better. In this function company can also collectdata or information about targeted consumers, so that they can be able to satisfy them better.Market research can also assist firm in finding out their competitors. This can help Cadbury indesigning strategy to overcome their competitors. Market researchers can also assist firm inknowing about the legal trends, laws and regulations which firm needs to follow so that they canincrease their goodwill and status in market. This will help Cadbury in attracting and grabbingmore new consumers. By this they would also be able to retain employees in organization.Market research can also help firm in segmenting the market on basis of information which hasbeen gathered by them. By gathering market information firm can also collect data related toprice of different commodities which is sold by the competitors. It helps Cadbury in gainingcompetitive advantage. Branding- Marketing creates brand value of products by advertising and promoting them.This function helps firm in attracting more consumers and increasing their profitability. In orderto enhance the consumer awareness Cadbury can also organize brand market campaigning. Thiswill help them in making customer know about the quality and worth of products. It helpscompany in influencing the decision of consumer. Brand marketing is totally related with qualityof products supplied by company. If the quality of goods is degraded, then consumer will not besatisfied. This can hamper the goodwill of company and they can lose their customer base.Marketing helps firm in creating value of products. It adds value to goods and services providedby company. If the brand value of company is high, then it would be easier for them to bring anew product in marketing. This brand marketing will help firm in growing and enhancing theirown market share. Brand marketing has the responsibility to build up company’s own reputation2
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