Marketing Essentials for Business

This assignment delves into the core functions of marketing within a business context. Students will analyze various marketing activities, their purpose, and how they contribute to overall organizational objectives. The focus is on understanding key concepts like market segmentation, product development, pricing strategies, promotion, and distribution channels. Additionally, the assignment highlights the importance of customer relationship management and ethical considerations in modern marketing practices.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1. Duties of marketing with respect to marketing environment..............................................2
P2 Relation of roles and responsibilities with wider context of organisation.............................3
M2 Significance of inter-relationship between marketing and other functional unit ................5
D1 Critically evaluate the key element of marketing function ..................................................5
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix applied by different companies.............................................6
M3 Evaluate different tactics chosen by Cadbury to achieve business objective.....................10
TASK 3..........................................................................................................................................10
P4 Marketing plan for Cadbury.................................................................................................10
M4 Produce detailed marketing plan for Cadbury....................................................................13
D2 Design marketing plan with the use of 7Ps.........................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the social and management process for anticipating, satisfying and
identifying basic requirements of customers. In which an enterprise create value for clients and
make long lasting relationship with them to capture maximum base of customers (Berkowitz,
2016). In the marketing functions, there are different activities of the company is highly included
such as in the moving of products from the manufacturer to the buyers, including advertising,
selling. Packaging and many other tools. In the present assignment, given organisation Cadbury
which is a leading British multinational confectionery organisation wholly owned by Kraft
Foods. The company gained popularity of its products like Dairy Milk Chocolate, Roses
selection box and the Creme Egg. This report divided into different parts which are covers
various concepts such as role and responsibility of marketing functions and its interrelationships
in the context of organisational structure. Marketing mix is also determined in this project which
is useful for the company to introduced their innovative services and products in marketplace.
Marketing plan of the Barclays which is also used in the project to define their internal and
external information in detail way.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is one of the main element for the organisation to identifying, anticipating and
satisfying needs of the customers (Functions of marketing, 2017). It is essential tool which is
apply by all organisation to maximise theirs sales and profitability. With the use of marketing,
each and every business is capable to capture large number of customer base. Along with them
marketing function also important for the company to attract maximum number of clients and
increase their performance and profitability in marketplace (Campbell and Martin, 2015). There
are different functions of marketing which is applied by the company. These are determined as
below:
Market Information: In order to identify demands, needs and wants of the consumer is
one of the main function of marketing. In this marketing manager of company conduct a research
program which help in the identification of their weaknesses and strengths as well as
demographics, social and politico-legal information of the target market. So it is one of the best
and necessary function for the all enterprise to gather basic data regarding audience requirement
and market trends.

Market Planning: Main aim and motive of this function is to achieve long and short
term marketing objectives. This function includes different concepts such as dominate the
market, maximising market share and presence. This planning covers various aspects such as
promotions, production levels and other action related with product.
Product or Service Management: It is related with enhancing existing product or
services that is mainly concerned with various marketing opportunities that exist in market for
particular product or service (Ebert, Griffin, 2015). Cadbury is well-known for satisfying its
customer needs and wants in an effective manner.
Financing: It requires money to effectively carry out business operation. Moreover
company needs adequate amount of funding that help in managing their day to day operation and
working capital properly. Generally there are two sources available in the market from which
company can manage its funding namely Internal and External. Internal means when they make
use of their profits and External means when funds are arranged from outside the business
enterprise such as angel investors, shareholders , loans etc.
Promotion: It deals with how company promotes its product among target audience. It
helps in creating awareness among buyers. Eventually it is the voice of the organisation through
which they effectively delivers their brand message in the form of product or services among
end-users. With the help of promotional strategies, business concern easily provide information
related with particular product or services to customers. Cadbury is mainly using social media
platform in order to advertise its product among target buyers in an effective manner.
Pricing: This is one of the most essential factors that plays key role in organisational
success and growth. If the product price is too high then it may make customer to shift to some
another brand that is probably providing same product but at low or discounted rate. Therefore, it
is primarily important for a company to select unique pricing strategy that gives them high
competitive advantage (Gummesson, 2011).
M1. Duties of marketing with respect to marketing environment
Selling: This function is closely inter-linked with function of marketing. With the help of
this concept, the company easily determine the needs and wants of target audience so that they
can provide according to their requirement and choices. This also assist in maximising firm's
profitability and performance in an effective and efficient manner.
2

Market Research: With the help of this function, CADBURY can anticipate what are
the current liking and choices of potential buyers. The company mainly collect information
related with what products consumers wants, at what price and at what quantity. This provide
assistance to the company so that they are effectively able to meet customer requirement.
P2 Relation of roles and responsibilities with wider context of organisation
Cadbury has various department which aids to perform various types of operation in
effective manner. In order to accomplish aims and objectives of organisation in stipulated time
period the organisation implement different types of strategies to accomplish goals and
objectives of organisation in stipulated time period. This operation of the organisation not
accomplish without involvement of marketing department in effective manner. The marketing
department aids to introduce new and innovative products in the marketplace. For every
organisation; marketing department plays a significant role in order to determine different trends
of market in effective manner (Hagan, 2011). The major function of marketing department of
company are interrelated to each other. The manager needs to coordinate with different
department of company. There are different department and their relationship with marketing
functions are describe below:
Relationship between human resource department and marketing functions:
HRD is important department of organisation and it plays a significant roles to hire and
recruit different employee to perform various types of work can be accomplish in stipulated time
period. Organisation needs to bifurcate different department on the basis of their work perform in
company. Because it helps human resource department to recruit and hire new employee
according to the needs of various department. It is the most essential factor which aids to
determine the implementation of different types of new and innovative technology in order to
accomplish different function of the organisation
Inter-link between marketing function and sales department: Sales manager plays a
significant roles to analysis and organise prospects, closing deals, delivering sales presentations
and maintaining the existing client relationship in effective manner (Judge and Robbins, 2015).
On the other hand, marketing manager play a significant roles in order to attract and retain the
long relationship with the different customer. In this there are various kind of the promotional
mix which are very important for the Cadbury in order to accomplish the basic needs and
requirement of the different individuals. So sales department and function or marketing
3

department are interdependent with each other. Relationship between marketing function and
operational department of the Cadbury
It is related to the administrative department of organisation which involves to attain
the higher position of the organisation in effective manner. It is mainly concerned to convert the
different resources and raw materials into finished goods in order to accomplish the finished
goods the department has to perform its function in order to accomplish different types of
functions in effective manner and it is responsibility of the marketing department to deliver the
products in the stipulated time period (Koontz, 2010). For this, marketing of organisation needs
to implement different types of distribution channel which aids to perform various types of
functions in effective manner. There are various activities of the organisation which can not be
accomplished without involvement of the marketing manager. These facilities are like
transportation, warehouses, packaging, distribution, and others . So it is assumed that operational
department and marketing department are interrelated with each other.
Connection between marketing functions, research and development department:
Research and development department plays a significant roles in order to execute
various steps of research in proper manner. The main functions of the department is to determine
the demand and desire of the customer. This department also put effort in order to gain feedback
of different customer who have products and services. These activities are not accomplish
without helps of the marketing department. So it is important for the manager is to implement
primary and secondary methods of research (Lamb, Hair and McDaniel, 2011). This aids to
satisfy the demand and desire made by the customer in effective manner. There are different
types of questionnaire, surveys, and various methods which are used to perform the research in
effective manner. These are the different factors which aids to attain the goals and objectives of
organisation in stipulated time period.
Inter linking between functions of marketing and production department of
Cadbury.
The major functions of this department is prepare finished goods with help of different
resources which are involved in the production of various products and services. The production
manager have power to entail different raw material source in order to accomplish different types
of source in effective manner. This division plays a signifiant roles in order to increase the
performance of the different work activities in effective manner. To produce different types of
4

products, the marketing manager plays a significant roles in order to accomplish different
function like allocation of different resource maintaining pricing strategies, place and many
others. With these resources the marketing manager manufacture different types of products and
services as per the requirement of then customer. There are many other function which are
controlled by the marketing manager. These operations are controlled and manage by the
manager in order to produce new and innovative products which helps to achieve goals and
objectives of the organisation.
M2 Significance of inter-relationship between marketing and other functional unit
There are various department in Cadbury like human resource development, information
technology, operational production of the different sales and various other department which
helps to accomplish different functions of the organisation in effective manner (Malhotra, Birks
and Wills, 2013). These activities gives effectiveness in performing different types of activities
of the organisation. It also plays a significant role in order to attract large number of customer in
stipulated manner. It helps to retain long term relationship with various customer. Marketing
manager put its effort in order to provide qualitative products it aids to use promotional
techniques and many other tools. So its is assumed that various department and marketing
functions are interrelated to each other and they have responsibility in order to retain the
effective relationship with the employee as well as management of company.
D1 Critically evaluate the key element of marketing function
There are different functions of marketing which plays a significant roles in order to
perform different types of functions of the organisation in effective manner. There are also many
other department within organisation which helps to perform different types of functions of the
organisation. There are various types of factors which are describe below:
Research or investigation : This is very essential for the organisation to conduct market
research in order to know the demand and desire of the customer in effective manner. This
element aids to gather relevant information in order to accomplish different types of functions of
the marketing (Mihart, 2012). This aids to accomplish demand and desire of the customer in
effective manner.
Strategy or scheme: In order to accomplish the entire research it needs to gather
different types of information in effective manner. This helps to determine the demand and
desire of the organisation in effective manner.
5

Planning: it is very essential for the organisation to follow the different functions of the
marketing. Cadbury implement different strategies in order to perform different function with
the helps of effective distribution channel, communications, financial planning and forecasting of
the turnover. In this planning department of the organisation needs to implement a specific
framework to prepare plan for attaining goals and objectives of organisation.
Tactics: It is concerned with implementation of specific technique which helps to
accomplish different task in stipulated time periods (Nguyen and Simkin, 2012). Cadbury
provide various types of services to the different services like discount, coupons and various
others.
TASK 2
P3 Comparison of marketing mix applied by different companies
Marketing mix: It is the most effective tools or group of different sectors which are
ascertain by the organisation in order to improve the performance of the organisation. There are
7P's of the marketing mix the 7p's are products, price, place, promotion, physical evidence,
people and process. These are the most essential part of the marketing mix which helps to attract
large number of customer and aids to accomplish the target in stipulated time period.
There are two types of organisation which perform their business activities in same sector
. these organisation are Cadbury and Mars (Ormrod, 2014). The element of 7p's of helps to
produce different types of new range of products in order to generate large number off profit in
effective manner. Both of these companies produce different types of chocolates and milk
products. The comparison between 7p's of marketing mix which are ascertain by the Mars and
Cadbury. Which are describe below.
Marketing Mix Cadbury Mars
Products This organisation is most
popular in manufacturing
different types of milk
products and chocolates. These
products are like Bournville,
dairy milk, fruits & milk Perks
and many others which are
Mars is also deal with the
manufacturing of chocolate
products there are six
segments of different goods
like Wringly, drinks, Food,
Petcare, Symioscience many
other chocolates. In the
6

produce on the basis of the
demand and desire of the
different customer.
segment of chocolate this
organisation produce 29
different types of products.
Price The price of the different
chocolates are varies according
to their quality and quantity
the price of the Bournville
products are high with respect
to the Eclairs, Perks, and other
related goods (Peter and
Donnelly, 2011). The price of
the various products are rely
on the packaging of the
various products according to
the different rivals present in
the organisation. This led to
enhance the quality of
different products.
This company implement mid
premium pricing strategy
which aids to attract large
number of customer. This
leads to attract large number of
products. Company fix price of
the different products
according to the quality and
quantity of the different
products. It helps to
accomplish demand and desire
of the customer in stipulated
time period. It also aids to
establish long term
relationship with customer.
Place The availability of different
types of chocolates are
available in the all over the
world. The different variety of
the chocolates are present in
the shops of urban area as well
as rural area. This aids to
establish a sustainable brand in
the marketplace. There almost
more than 250 nations in
which the availability of
different types of products in
The business of this
organisation is based on the
segmentation of the different
products which are on the
basis of demand made by the
customer. The headquarter of
the this company is New Jersy
United State. The organisation
have put their effort in order to
accomplish target which is
assigned by the company and
management put its efforts in
7

effective manner. order to distribute their
products according to their
products. According to the
Geographical and
demographical distribution.
Promotion There are various types of
promotional strategies which
are accomplish with the helps
of online newspapers, posters,
radio, television and many
other medium like “Kuch
meetha ho jai” this tag line are
used by the Cadbury which
helps to attract large number of
customer. It also aids to
enhance the rate of sales of
different products.
The management of the
organisation implement
different types of promotional
tools ion order to advertise
different types of chocolates
and various products in the
marketplace. The tag line of
the organisation is a day helps
you work, play and rest:. There
are different types of slogans
used by the organisation which
helps to attract large number of
customer in the marketplace it
also aids to sustain a reliably
brand in the marketplace (Pike,
2015).
People Organisation put their effort to
accomplish demand and desire
of the customer it also
implement different types of
strategies which are used by
the organisation in order to
attract large number of
customer in effective manner.
There are different person
There are various types of
employee working in the
organisation in order to
achieve different types of goals
and objective of the
organisation in proper manner
these people plays a significant
role in performing different
types of activities of the
8

which needs to acquire
training and development
which helps to enhance the
skills and knowledge of the
employee working in the
organisation. Thee training and
methods are conducted by the
manager of the organisation in
proper manner.
organisation in proper manner.
The organisation put their
effort in order to give
qualitative products to the
different customer present in
the marketplace.
Process Organisation put its effort in
order to accomplish different
process of the organisation in
stipulated time period. It aids
to accomplish demand and
desire of the customer. There
are different types of process
which are completed by the
operation management of the
company (Puddle, 2015).
These process aids to give
products to the customer at
reasonable price. This helps to
accomplish demand and desire
made by the customer in
stipulated time period .
It is important and most
important part of the
marketing mix. The
management of organisation
produce different types of
chocolate which aids to
accomplish demand and desire
of the customer. The
implementation of the
appropriate process it helps to
produce qualitative products
to the customer.
Physical Evidence Cadbury collect all relevant
data and information which
aids to accomplish demand
and desire made by the
customer in effective manner.
It is related to direct Sensory
experience of the products and
services. In order to recognise
the different demand and
desire made by the customer
9

Organisation put its effort in
order to accomplish different
function of the organisation by
the employee working in the
organisation in proper manner.
They determine the purchasing
behaviour of the customer in
effective manner. It also
provide guideline to the
employee working in
organisation in order to
accomplish all function in
systematic manner.
the management of the
organisation put their effort to
gather information about the
want of the customer. The
products of the organisation
contains internet pages
websites and paper packaging
by which large number of
customer can be attracted.
M3 Evaluate different tactics chosen by Cadbury to achieve business objective
7P's of the marketing tools is the most essential factors which is implemented by the
Cadbury in order to explore the business in different area. It uses different types of tools and
technique which are used to retain long term relation ship with the customer. It also helps to
accomplish demand and desire of the customer (Raj, Walters and Rashid, 2012). It is very
essential for the organisation in order to attract large number of customer. So it is important for
the organisation to determine the customer of the organisation in effective manner.
TASK 3
P4 Marketing plan for Cadbury
Marketing plan: this plan determine the whole progress and success of the organisation. It
is the proper formate which is implement in order to accomplish demand and desire of the
customer in effective manner. The management of the organisation put their effort in order to
maintain the record of different activities which are performed by the organisation (Wirtz, 2012).
There are various factor which are related to marketing plan which are defined below:
Background of Cadbury: It is objectives of the organisation to provide various
products and services to the customer at affordable price. The organisation starts its service in
10

1824. by the John Cadbury at UK. There approx 71,675 employee working in the organisation.
In order to accomplish goals and objectives of the organisation.
Vision: Vision of the company is the equitable society, peaceful, and free determined
goals of the organisation in effective manner. The main vision of the company to provide
effective service to the customer present in the marketplace.
Mission: the mission of the organisation id top provide effective quality of products and
services to the customer and also generate large number of revenues for the organisation.
Objectives: the main aims of the organisation is to attract large number of customer in
the marketplace and provide different types of product of the customer in effective manner.
SWOT Analysis: it is very essential for the organisation in order to identify the various
opportunity and threats which affect the performance of the organisation (Rother, M., 2010).
Implementing different types of techniques it also aids to determine the strength and weakness of
the organisation. There are four factors which are includes like
Strength Weaknesses
Sustainable brand .
Capture large number of customer.
The price of the product depends upon the
quality and quality of the different products.
The main weaknesses is about the dental
problem due to eating of the chocolates
Lack of penetration of the in the marketplace.
There are other challenges which have better
experience channel.
Opportunity Threats
Increase the shares of market by
accomplishment of target.
Accept the globalisation.
Organisation must focus on the engagement of
different customer.
Negative promotion and publicity.
Obsession with the calories.
Budget limitation.
Marketing objectives : the main objectives of organisation in order to conduct market research.
This process can be determine the different trends of marketplace and demand mad by the
customer. The marketing objectives of is explain about the different types of objective of the
11

business in order to enhance the rate of sales of different products in stipulated time period
(Rother, M., 2010).
Competitive analysis: This organisation is very popular in providing different types of
products to the customer. As there are various types of rivals present in the marketplace like
Nestle, Hershey's and many others.
Segmentation, Targeting, Positioning
Segment Large number of customer who avail
chocolates
Target Group Organisation target specially children and
provide products to them.
Positioning Positioning of the organisation is efficient
Main strategies: Cadbury implement Ansoff matrix which is most important part to attain
long term objectives. It also covers four factors which are mentioned below:
Market Penetration There are some example by which the
organisation penetrate like Fruit& Nut, Bubbly,
Perks and many others.
Development of products It is most important way to develop different
products in the marketplace. Like Cadbury is
Marvellous Creation.
Diversification Organisation classify the different chocolates
on the basis of their quality , quantity and
flavour.
Marketing Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
12

Initial capital 5000 5000 13000 9000 10000
Investment of
finance 12000 24000 30000 11000
Net Total 5000 17000 37000 39000 21000
Types of marketing
Promotion 4000 3000 4000 3000 4000
Advertisement or
publicity 5000 5000 5000 6000 4000
Direct selling 2000 3000 2000 2000 1000
Grand Total 11000 11000 11000 11000 11000
Controlling and monitoring :
it is related to the last steps of marketing plan in which the manager of the organisation
monitor all the function of the plan in effective manner. The manager of Cadbury implement
different types of advance technology to maintain their daily expenditure (Rother, M., 2010).
M4 Produce detailed marketing plan for Cadbury
Marketing plan of the organisation helps the business to implement different types of
activities in effective manner. It includes background, objectives, mission and many others.
13

D2 Design marketing plan with the use of 7Ps
7P's of the marketing mix is essential part of the marketing for organisation which helps
to provide different details which are related to the organisation products, place,process,
promotion, physical evidence, people and process.
CONCLUSION
As per the mentioned report it is assumed that marketing mix plays a significant roles in
order to achieve demand and desire of the customer and also helps to achieve goals and
objectives of the company in stipulated time period. Marketing functions plays a significant roles
in order to perform different types of functions of the organisation in effective manner.
14

REFERENCES
Books and Journals
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Campbell, R and Martin, C., 2015. Media essentials: A brief introduction. Macmillan Higher
Education.
Ebert, R.J and Griffin, R.W., 2015. Business essentials.
Gummesson, E., 2011.Total relationship marketing. Routledge.
Hagan, F.E., 2011. Essentials of research methods in criminal justice and criminology. Pearson
Higher Ed.
Judge, T.A and Robbins, S.P., 2015. Essentials of organizational behavior. Pearson.
Koontz, H., 2010.Essentials of management. Tata McGraw-Hill Education.Lane, P., 2016.
Human resources marketing and recruiting: essentials of employer branding.Handbook
of Human Resources Management, pp.23-52.
Lamb, C.W., Hair, J.F and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
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.
Ormrod, J.E., 2014. Essentials of educational psychology: Big ideas to guide effective teaching.
Pearson Higher Ed.
Peter, J.P and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.Raj, R., Walters, P and Rashid, T.,
2012. Events management: an integrated and practical approach.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice.37(5). pp.259-261.
Raj, R., Walters, P and Rashid, T., 2012. Events management: an integrated and practical
approach.
Rother, M., 2010. Toyota kata. MacGraw Hill.Cavusgil, S.T and et. al., 2014.International
15