Marketing Essentials INTRODUCTION 1 P1 Roles and Responsibilities of Marketing Functions

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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