Marketing Mix and Operational Planning

This assignment delves into the fundamentals of marketing and operational planning. It covers various aspects of the marketing mix, including developing operative plans and strategies to enhance sales and profitability. The assignment draws from multiple sources, including books and journals such as 'Essentials of Health Care Marketing' by E.N. Berkowitz, 'Marketing Management: Knowledge and Skills' by J.P. Peter and J.H. Donnelly, and online resources like 'Marketing Essentials'. It is suitable for students in business or marketing courses who need to understand the importance of operational planning in achieving competitive advancements.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluating the roles and responsibilities of different marketing functions..........................1
P2 Responsibilities and roles of marketing relate to organisation..............................................3
M1 Roles and responsibilities of marketing function.................................................................5
M2 Importance of interrelationship between functional and marketing functions.....................5
D1 Evaluation of major elements of marketing function............................................................5
TASK 2............................................................................................................................................5
P3 Application of marketing mix to marketing planning for achieve business objectives.........5
M3 Various tactics applied by enterprise to achieve business objectives...................................8
D2 Marketing plan with use of 7Ps to achieve marketing objectives.........................................9
TASK 3 ...........................................................................................................................................9
P4 Marketing Plan of Cadbury ...................................................................................................9
M4.............................................................................................................................................13
D2..............................................................................................................................................14
CONCLUSION..............................................................................................................................14
.......................................................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing encompasses all those activities that a company does for capturing attention of
its customers and for maintaining their relationship with them. It consists of those efforts which
impact the transfer in ownership of products and services from the manufacturer to the ultimate
targeted consumers. The main objective of marketing is to produce those products and provide
those services that satisfy the need and wants of consumers so that company can attain maximum
returns through customer’s satisfaction. It involves various activities like selling, promotion,
packaging, advertising and so on to attract audience attention that forms the focal point of every
firm (Campbell and Martin, 2015).
Cadbury is a British global confectionery company established in 1824 with its
headquarters in Uxbridge, West London, UK. It employees more than 50000 employees in UK
who handles its operations in more than 200 countries across the world.
The project will discuss about the various role and responsibilities marketing functions
and those adopted by Coconut Bliss that are essential for achieving long terms objectives. It will
also discuss a basic marketing plan for the company along with a comparative study of how
organization apply marketing mix.
TASK 1
P1. Evaluating the roles and responsibilities of different marketing functions
Marketing department has various roles and responsibilities related to increasing
revenue, increasing market share and to contribute to firm’s profitability and growth. For
capturing customers attention company uses a number of marketing schemes and tactics for its
goods and services. Some of the major marketing roles performed by Cadbury are mentioned
below:-
 Marketing Information system (MIS): It is the process of gathering, analysing and
assimilating the data and information related to the needs, wants and choices of buyers
which assist a company in taking major decisions to marketing strategies. MIS should
be formulated and maintained in systematic manner so that company could attain
flexibility in its decision making. MIS can be utilized by Cadbury for determining the
changes needs and aspirations of its clients which will help them to modify their current
chocolates by experimenting with different flavours and ingredients (Berkowitz, 2016).
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 Market Research: It is simply collection of data and information to ensure that
company’s product meet up preferences and needs of consumers. Cadbury uses this
market research tool to know about its potential customers, competitors, consumers
desires which all helps in decision making and reducing potential risk. Cadbury has
consolidated itself as of result integrating acquisition strategy leading to high productivity
of capturing wide market share resulting in more funds generation for the business.
Financing: This factor is taken into account by company for keeping all its financial
records and documentation of its revenue and income (Ebert and Griffin, 2015). Cadbury
carry out its funds management along with its working capital with the help of various like
investors, shareholders and many more.
Marketing Planning: Cadbury since its commencement has been consumer and market
focused enterprise. It regularly conducts market surveys ,studies and researches to
determine position of its brands in present market as well as future market.
Promotion: Cadbury uses a wide range of techniques for promoting its products. It sales
promotion is done through various electronic mediums like television, online (through
social media like facebook etc.), radio and also through other print media such as posters,
newspaper and so on to reach its target audience and to make them aware of every single
product of company (Gummesson, 2011). Company make use of separate marketing
strategies and promotional tactics for different categories of its products which includes
catchy tag-lines, featuring various celebrities as brand ambassador and promoters etc. .
Pricing: Cadbury has many various product in chocolate segment and pricing of each
product line differs on the basis of consumer who is going to buy it. Cadbury carefully
considers product image in respect of it consumers and who is its target audience before
setting price for its products. Price bundling is kind of process which is being utilized by
the Cadbury so that various kinLIDL is offering the same product as other super market
does. The only difference is they offers product with different brand names. In-fact they
company is offering similar product as ALDI i.e.d of products can be combined which can
meet up the needs of customers at lower price.
Selling: This limit is almost interlinked with exhibiting limit. This is likely because once
association has chosen a conclusive needs and needs of purchasers. They end up in danger to
pass on right thing at the helpful time inside a given time traverse. This thought implies
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arranging the association organized which engages them to offer most outrageous thing .
Offering is the primary way through which stock can be passed on to the target purchaser who
very it. In this manner, enlarging general productivity of the association by fulfilling the
necessities of client.
P2 Responsibilities and roles of marketing relate to organisation
Human resource, finance, marketing, sales, IT, research and development are various units which
every organisation has to conduct business operations effectively; thereby accomplish goals and
objectives. Marketing unit of Cadbury Company get help from other departments such as HR,
finance, IT and R&D. Apart from this, marketing activities provides support and benefits to
operation and sales (Lamb, Hair and McDaniel, 2011). This helps company to enhance
productivity and generate adequate revenue from business. Thus, this is description of
interconnection of marketing with other segments which is described below: Human resource and marketing department: Employer responsibilities include
conducting HRM practices that is recruitment, selection, compensation, training and
development. It is essential that Cadbury have adequate workforce which are distributed
in different units in respect to their knowledge and capabilities; thereby provide them
duties in according to their skills and abilities. Human resource take care that appropriate
members are present in marketing team. They even need to organise sessions and
seminars to enhance capabilities of subordinates; thereby make them skilled and
competent. Marketing department has adequate manpower which help management to
execute activities and inform people about variety of items and services. This helps firm
to attract people and influence consumers to purchase things in respect to their needs and
wants (Malhotra, Birks and Wills, 2013). Marketing function with operation department: Operational department of a company
performs major function i.e. to provide essential facilities to others divisions, converting
resources into products and more. They play a major role in reducing cost of production
as well as utilise resources available in the organisation in a proper way. In context with
marketing department, managers of this division help operational management in
searching suppliers present at marketplace who supplies raw materials and other
resources on low cost. In addition to this, both section help each other in introducing
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effective tools and techniques in working system through which better quality of products
can be manufactured. Marketer aid operational department in making proper
improvement in enterprise so that demand of customers can be completed on time.
Therefore, with the cooperation of both departments Cadbury Company has gained
success in getting sustainability at marketplace and enhanced its brand image in a proper
way. Finance department with marketing function: Finance department also plays major role
in getting success of a company. Managers in this division keep an eye on every
transaction of business in order to measure position of enterprise in terms of capital. They
formulate necessary budget plans as well as distribute cash to other divisions as per their
requirement. Regarding with marketing department, managers of this depend on finance
department for getting sufficient cash so that promotional activities can be done in proper
manner (Mihart, 2012). In addition to this, superiors of both teams cooperates each other
in searching sources from where they can raise funds and introduce sufficient capital
within enterprise. In Cadbury, financial and marketing managers take proper decision for
formulating marketing plan through which higher profitability can be gained in future. Sales and marketing functions: Sales and marketing department performs similar type of
functions with common purpose i.e. to sell products of an industry in higher manner so
that growth of business can be earned. In this process, marketing managers of Cadbury
used to make proper data by identifying demands of people, purchasing power of them,
taste and preferences etc. This would help sales department to deliver services as per
desires of customers on time so that they can retain with longer period of time (Nguyen
and Simkin, 2012).
 Research and development department and marketing function: As per rapid increase
in technologies, taste and preferences of customers are getting change in fast manner. So,
R&D and marketing department of Cadbury collaborating each other to identify trends of
marketplace, demand of people etc. This would help in manufacturing products as per
requirement and deliver on time. They research whole market situations in a proper way
and strategies used by competitors like Nestle, Hersheys and more for attracting minds of
customers towards their product. Further, they formulate better policies so that brand
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image of this company can be enhanced in a proper manner and convince consumers to
avail its products.
M1 Roles and responsibilities of marketing function
Marketing managers performs various roles and responsibilities in a company to promote
its products or services in a large area of marketplace. They use various tools and techniques in
order to improve image and reputation of an organisation in a proper way. The main purpose of
this department is to increase sales of an industry by attracting minds of various customers
through effective communication. Therefore, all these processes help in increasing productivity
and profitability of an association in a large manner (Ormrod, 2014).
M2 Importance of interrelationship between functional and marketing functions
As a company has various departments which have different role and responsibilities but
functions of all of them are interrelated with each other. In this context, major role is played by
marketing division, as without support of this section other departments cannot operate their
functions. Marketers make proper research in analysing situation of marketplace, needs of
people, bargaining power of suppliers and distributors and more. Further they make proper data
and give the same to other sections of association so that they can carry out activities in a proper
manner.
D1 Evaluation of major elements of marketing function
The main responsibility of a firm is performed by marketing department because with the
help of this division, employers gets opportunity to make good connection with target based
consumers, understand their demands and deliver services accordingly. In addition to this,
marketing managers formulate various action plan which aid organisations in completing their
future objectives in a proper manner.
TASK 2
P3 Application of marketing mix to marketing planning for achieve business objectives
Marketing mix can be understood as a strategy and can be adopted by a firm when
comparison is being done with other organisations that are present at marketplace of United
Kingdom and in other counties. It is very much required for the organisations like Cadbury to
keep on analysing the business market so that to grab a good position and gain competitive
advantages in really very short period of time where company may not go through any sort of
problem while giving rivalry to its competitors. It is being found that marketing mix is consist
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with some elements like product, price, place, promotion, people, process and physical evidence.
That may aid company in enhancing both profitability and productivity both at the same time.
Through this organisation can grab attention of consumers high or large in numbers from all over
world (Peter and Donnelly, 2011).
Along with this, it is being analysed that firms that are present in today’s marketplace has
their own way of doing business or operations so that to pull out best outcomes right on time.
But, it is vital for Cadbury and other enterprises to consider all these factors in an appropriate
manner because sustainability of a firm totally depends on them. In context to present report,
Cadbury has ample number of competitors in all over world but one company named as
Hersheys gives really very hard competition to this frim. Comparison in between two
organisations of marketing mix has been done beneath:
Basis Cadbury Hersheys
Product Strategies in regards to producing a
product has been great of
Cadbury from years. Along
with this, it also offers ample
number of dairy goods to
consumers and have considered
every single age person while
manufacturing them. Some of
goods like Dairy milk, Oreo,
Bourneville, five star can be
stated as well-known products
which is being liked by
consumers just because it
consist with high quality cocoa
nuts.
Main focus of Hersheys stays
on chocolate products
and most likely dairy
goods in all over world
are its sweets and along
with syrups filled with
full of chocolates. Away
with this, it has been
located that Hersheys
also keeps on making
alterations in their
products according to
trends and taste of
consumers which
depends on seasons like
winter and summer.
Price Company charges great to its
consumers because of high
goodwill conditions of this
Hersheys prices of products
and services stays high
because of use of high
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organisation in all over the
globe. Company has made
Bournvita, Oreo and Hide and
Seek and many more that
consist of high prices under
products and services. But, in
order to sustain at marketplace
company has reduced prices of
goods that they are selling at
marketplace of United
Kingdom and in other nations.
quality Choco beans.
This has helped them in
maintaining
sustainability at
marketplace of United
Kingdom.
Place Cadbury has its own warehouses in
all over world and they also
have many manufacturing
plants in those places because
Choco beans can get rot in
short period of time. As
demand of its products stays
high therefore, it is easy for
them to deal with local retailers
in order to sell their own goods
(Pike, 2015).
Rich malls, small retail
shops, different sort of
outlets are some places
where Hersheys have
placed its products. A
consumer can buy them
at any departmental,
retail store or from other
places like supermarkets
and many more.
Promotion Cadbury has made various sort of
ads for different countries
according to their culture in
order to grab attention of every
single person towards products
of it. They mostly consider
whole family member in
advertisements so that to
deliver the message that
Hersheys uses ample number
of promotional styles in
order to enhance sales of
products and services
that they are offering to
consumers. Some of
them are: Ads,
billboards, TV Ads and
so on.
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company manufactures
products for whole family.
People Staff members in a firm are to be a
sort of asset for an organisation
as they are the people who
works in order to attain goals
and objectives of firm so that
company can reach to a whole
new level. Along with this,
Cadbury has also adopted
various strategies in order to
grab attention of customers
high in numbers.
Training and development
programmes are being
conducted by manager
of Hersheys in order to
enhance skills and
knowledge of them so
that they can better serve
to consumers.
Process Systematic approaches and
contingency are being followed
by Cadbury in order to enhance
both profitability and
productivity at the same time
(Puddle, 2015).
To manufacture proper
chocolate quality based
syrups it is required for
business organisation
(Hersheys) to take in
healthy raw materials
with good quality.
Physical Evidence In order to understand needs of
consumers feedbacks are being
taken from consumers so that to
make their experiences better in
near future.
Research and development
department of this
company maintains the
modifications in
products so that to
enhance their
profitability.
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M3 Various tactics applied by enterprise to achieve business objectives
In modern era, every single organisation is looking forward to grab a good position at
marketplace of United Kingdom. Therefore, actions and decisions are being made by managers
or seniors of Cadbury that may help company in hitting all the desired objectives right on time.
Many tactics are present at marketplace which can be used by Cadbury to attain its goals through
doing multi tasks at the same time.
D2 Marketing plan with use of 7Ps to achieve marketing objectives
Business organisation in modern world of digitalisation should keep on making proper
marketing plan whether it is small or big in structure through this benefits can be gained in much
effective and efficient manner. There are ample number of functions or components are present
in marketing mix like product, price, place, promotion, people, process and physical evidence
through which management can take decisions in order to grab good position at marketplace
through enhancing sales and profit margins.
TASK 3
P4 Marketing Plan of Cadbury
Every organization need to concentrate on different marketing plans in order to carry out
all procedures in systematic manner. Further it allow them to achieve their targets and goals in
proper manner (Hagan, 2011).
Company introduction:
Cadbury Public Limited company is the second largest global confectionery brand
established in 1831 with its headquarters in Uxbridge, West London, UK. It has an outstanding
portfolio of candies, chocolates, gums, bars and many more brands. It employees more than
50000 people who looks after its operations in more than 200 countries worldwide and works
with around 35,000 direct and indirect suppliers globally. According to 2017 reviews, Cadbury
captures over 70% of market share making it the market leader in chocolate confectionery
business (Judge and Robbins, 2015).
Vision and mission statement:-
Vision statement reveals future image or place which a company strives to achieve in its
near future. It is vital strategic corporate plan which communicates both values followed and
purpose of establishing an organization. It helps in directing and inspiring employees to give
their best efforts towards achieving company’s vision. It helps in attracting consumers by
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shaping their understanding about why they should choose this brand or company. Cadbury
Vision statement says and believes – “Working together to create brands people love".
Mission statement:-
Mission statement forms the part of vision which defines primary goals and purpose of
an organization. It assures that a firm focus its attention on both internal as well as external
stakeholders to make them aware about what a company is trying to achieve.
Mission Statement Cadbury : "Says simply, 'Cadbury means quality'; this is our promise.
Our reputation is to built upon quality; our commitment to continuous improvement will
ensure that our promise"
SWOT Analysis of Cadbury company:-
Strength
 Company has a variety of product
portfolio like dairy milk bars, Oreo,
five star, gums and many more
confectionery items (Koontz, 2010).
 It is world leading brand with 70%
market share.
 Strong marketing, distribution channel
and Research and development
department.
 Dairy milk is most consumed chocolate
making company too enjoy low cost of
production due to economies of scale
 Very strong and well coordinated
network of distribution
Weaknesses
 Considered as premium brand due to
relatively high prices of its products.
 Lacks in penetrating rural and emerging
markets
 Chocolates are not considered a healthy
due to problems like cavities in
children, diabetes in adults etc.
Logistic department of this company is
slow and weak.
.
Opportunities
 Increase adoption of globalization
 India been one of the largest markets
have wide scope as there are many
occasion and festivals to celebrate
Threats
 Availability of many other substitutes
like various varieties of desserts and
sweets
 Entry of new brands who are bringing
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 Apart from low calorie products
company also offers sugar free candies.
new variants
 People are becoming obsessed with
health calories
 Cut throat competition from brands like
Nestle
STP of Cadbury :-
Segmentation Cadbury divides market into different
segmentation on the basis of geography,
demographic and psychographic attributes to
identify its target market segment. According
to geographic segmentation company divides
its market into big cities , sub cities and towns.
Demographically segmenting brand does it
marketing according to age, gender and income
group level. In psycho graphic segregation
products are divided into attitude, motives and
lifestyle .
Targeting Cadbury identifies potential convenient stores,
super and hyper markets where consumptions
of chocolate is quiet high. Also it targets
teenagers, children and females who love
eating its products (Raj, Walters and Rashid,
2012).
Positioning Cadbury dealing in different segments use
different positioning strategies for its
prospective customers as youth likes to eat
these products for entertainment and love,
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teenagers for adventure and children likes its
taste
Marketing Mix Cadbury :
1. PRODUCT
 Cadbury UK accentuates on the requirement for solid brand picture, and hence every one
of the choices they make concerning its items are in accordance with the brand picture.
The item and bundling are intended to extend and impart the brand picture reflecting
'Cadbury' as who they may be (Lamb, Hair and McDaniel, 2011). The item mirrors the
development, high caliber and nourishing worth it gives to its clients, while the bundling
obviously mirrors the natural purple corporate brand shading and corporate brand logo,
related with unwavering quality and quality.
 Cadbury keeps up the first Cream highlights and taste, which is an all around adored
item.
 Uses no counterfeit colorants or restricted added substances, and meets all EU
nourishment gauges.
 Identity of the Brand is fun and novel to focus on the youthful popular and female market
section. Exceptionally sweethearts (Rother, 2010 )
 Bundling is vivid, to draw in the youngsters, adolescent and youthful grown-up showcase
2. PRICE
 Cadbury carefully plans out its pricing strategy mirroring its product image in context of
value it offers to its consumers. Cadbury items, directed at various fragments of the
market are evaluated in an unexpected way. The choice on evaluating has an effect to the
brand. For instance Cadbury offers its bar chocolates at a top notch value contrasted with
Tesco's or Sainsbury' bar chocolates, for the mass market. Cadbury additionally pitches a
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portion of its top of the line items to mirror an extravagance picture, and can order great
premiums, illustration Cadbury Milk Tray, Cadbury Roses and Green and Blacks ().
 Moreover price of a product is also subject to clients impression of the brand which
Cadbury considers before it costs its. For example it offers special deals like Cadbury
Dairy Milk bars 20% more (means bigger size) at same price (Toyota kata. MacGraw
Hill.Cavusgil and et. al., 2014)
 It decide its products price based on its competitors pricing strategies.
 GBP per gram it is less expensive than the Cream, which permits separation.
3. PLACEMENT
 Cadbury carefully picks its dispersion channels on basis of brand image of its products.
For instance, as Cadbury Milky bar range is targeted to mass consumers, this scope of
item is available over all channels from super markets to hypermarkets, retail outlets and
other accommodation stores even in mother and pop shops (Wirtz, 2012).
 Cadbury aims to be accessible over all circulation directs in the UK advertise.
 It focuses on hyper and supermarkets besides advantageous stores at conspicuous areas
inside the stores.
 More prominent visibility is provided at urban sections like cities and towns both.
4. PROMOTION
 With the approach of the electronic media, Cadbury has made various sites for its
prevalent brands for purchaser/individuals to be dynamic. These sites have training data,
diversions, great partners, for example, 'purple practices environmental safety', cocoa
organization and reasonable exchange.
 Over the line advancement by means of TV, Radio and print media.
 Promoting will center around target gatherings, e.g. youngsters, adolescents, youthful
grown-ups and females.
 Beneath the line exercises will be completed at urban markets at high activity outlets, for
example, Hyper and Supermarket concourses.
 Extraordinary standees will be fittingly intended to depict the fun and novel identity of
the item, and set in real outlets.
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M4
Marketing plan is a document that mainly outlines marketing strategies and advertising efforts
planned by an organization for its future. It involves strategies concerned with achieving
organization's objective within a specific time period. It also give synopsis of vision and
mission, marketing mix, STP approach, budget, monitoring and controlling and other
information related to a business.
D2
According to Marketing Plan, a company make strategies related to its advertising and
marketing tactics that it will follow in near future to get an edge over its competitors . marketing
and advertising strategies of the company. It helps and supports and organization to deal with
future uncertainness in a planned and systematic manner.
CONCLUSION
Lastly, from given report it is being summarised that marketing section of companies
plays vital role and consist with a lot of functions that may aid them in attaining goals and
objectives in short instance. Considering marketing administration in an appropriate manner at
workstation can help company in gaining good position in today’s business world. On the other
hand, if a firm in trying to expand its business it is must for manager of it to look into different
aspects of marketing plan where marketing mix has various components that needs to be
understood in proper sense so that to gain competitive advancements. This can be done through
developing operative plans and decisions that can be taken by management or leaders of an
organisation. Away with this, appropriate funds which is being given by financial department
can help marketing section to develop proper strategies through which sales can be enhanced and
through this, profitability can be raised with high rates at both domestic and international market.
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