Marketing Essentials of Cadbury Company Report

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function....................................1
TASK2.............................................................................................................................................3
P 2 How roles and responsibilities of marketing relate to the organizational context................3
TASK3.............................................................................................................................................6
P 3 Comparison of ways in which organizations apply the marketing mix................................6
TASK4.............................................................................................................................................9
P 4 Marketing plan......................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a very broad term used in the field of business. One must understand all the
concept of marketing in order to become successful in the market. The most important thing in
the marketing is the satisfaction of the consumer. If the consumer gets satisfied with your
marketing tactics then your purpose is fulfilled. Marketing is not limited to the consumer
satisfaction but it also includes certain other criteria such as market analysis, market planning,
pricing decision, branding, deciding distribution, market financing, risk assuming and including
correct set of promotional activity. It all starts with buying of the product. When the product is
purchased the marketing manager has to decide on how to distribute it (Babin and Zikmund,
2015). Then comes the financing to keep business in operation. Pricing is the next step which the
most important part of the product. Then it is improved based on the feedback company is
receiving and those changes should be intercepted by the marketing manager. Promotion of the
product and selling of it also decided by the marketing manager.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is sometimes taken as a simple process of buying and selling. But the tasks
which are included in the marketing are much more complex. It is actually the organizational
approach to create demand for the product. We can take an example of the Cadbury. Mondelez
international acquired Cadbury, so it is now a part of Mondelez international. Its global
headquartered in Uxbridge, West London and operates in more than 70 countries worldwide. The
company is well known for Dairy milk chocolate. The organization uses strong marketing
strategies which increases their market revenue. Marketing basically includes coordination of
four elements and those are 4 P’s of marketing i.e. product, price, place and promotional
strategy.
People working in the marketing department of Cadbury; try to attract customer’s
attention by dividing the market into different segments according to their age, geography and
financial stability (Baker, 2014). They have introduced products based on customers’ demands
and style. For example, for the people with taste, the product is different and for the people who
want cheap product but brand power the product is different. Cadbury also has very well defined
distribution network which makes their product accessible in every corner of Britain. Marketing
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parameters are divided into three categories i.e. exchange function, physical function and
facilitating function.
EXCHANGE FUNCTION
1. Buying: - It includes buying the essential materials which are required for the product
though it is the role of purchase department but. Your specifications and guidance will
help the purchase department to acquire the necessary materials which are best suited for
production.
2. Selling: The decision of what strategy should be considered while selling a product is
very important in deciding the future of the newly launched product. It can be Personal
selling i.e. the engagement of salesmen so that he can make people understand the
usefulness of the product (Batt, 2013).
Advertising the product in the right market is also very important. Cadbury advertises the
product based on the demographic location which seemed very successful.
3. Pricing: - The price of a product is affected by various factors such as cost, profit, the
price of competitors, government policy etc. The price of a product should be made such
that it should not appear too high and should earn enough profit for the company.
PHYSICAL FUNCTION
 Transport and handling: - Transport and handling is dispersal of goods through various
medium like motor trucks, railways, ships, planes. But out of all, the two major form of
land transport are trucks and railways. For international transport ships are preferred. The
benefits of planning the transportation are the stabilized prices, increased production and
improvements in profits.
 Storage and processing: - Storage plays a vital role because as demand increase the
supply should also increase. But for an efficient supply, storage units should be located in
all corners of the state so that there is no supply and demand gap. It also helps in the
steady flow of the product (Chinn, 2017).
 Standardisation, Grading, and Branding: - Standardisation conveys the idea of
uniformity and identity in respect of quality shape, size, and color. This way the product
manufactured in all the factories are same. Branding is to introduce uniqueness to their
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