Marketing Mix and Consumer Behavior Analysis

This assignment is focused on analyzing the marketing mix and its relation to consumer behavior. It involves reviewing various sources such as books, journals, and conference proceedings to identify relevant studies and research on the topic. The assignment requires students to understand the concept of marketing mix, its components, and how it influences consumer behavior. It also involves analyzing case studies and applying theoretical concepts to real-world scenarios.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing functions and its various roles and responsibilities..............................................3
M1 Analysis of roles and responsibilities of marketing..............................................................6
P2 Roles and responsibilities of marketing in CADBURY in a wider context...........................6
M2 Analyse significance of relation between marketing and other departments.......................8
D1 Critical analysis of key elements of marketing function and its relationship with other
departments.................................................................................................................................8
TASK 2............................................................................................................................................9
P3 Usage of marketing mix in marketing planning process.......................................................9
M3 Different tactics used organisation to attain objectives......................................................12
D2 Design strategic marketing plan applies to use 7 P's...........................................................13
TASK 3..........................................................................................................................................13
P4 Marketing plan of CADBURY............................................................................................13
M4 Detailed coherent marketing plan.......................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES ............................................................................................................................17

INTRODUCTION
Marketing can be defined as an activity in which buying and selling of goods and services
is taken place. It is a very essential process which is required to be conducted by each and every
company who are selling something in the market. Through this process, companies get to
promote their products in the market as well and through this their sales will also get enhanced. It
is one of the most important process going on in the company and it is connected with other
departments of the company as well (Ahn, 2013). There are so many kinds of activities which is
taking place inside the marketing department like designing , communicating and exchanging the
product in the marketplace. If this department will not be present in the business environment
then company will not be able to do carry out their operations in an effective manner. The
company which is referred here is CADBURY. It is one of the biggest confectionery brand
having its presence in Britain. It is the main supplier of products like Dairy milk chocolates ,
Creamy eggs, rose selection boxes etc. This report will discuss about various concepts related to
marketing and its importance in the organisation. Here their interrelationship along with other
departments, importance of marketing mix will also be discussed and at last marketing plan will
also be prepared.
TASK 1
P1 Marketing functions and its various roles and responsibilities
Marketing is department which deals with sales and this department is important for
expanding business. These days role of marketing department increasing day by day. As the
demand of person is changing there are possibilities of change in plans and policies of customer
also. MARKETING- Marketing means to produce goods and services in front of public. It is
important that manager has to plan advertisement as per need. NEED- Need means requirement if something is missing. There are possibilities that
consumer feel desire of any object (Armstrong and et. al., 2015). WANT- This is not need but there is desire to have that product. There are possibilities
that manager has to analyse this and then take corrective actions.
 DEMAND- This is desire which arises from customer and it is important for manager to

satisfy this so this increases customer's satisfaction.
There are many roles and responsibilities which has to be satisfied by manager, this can be
possible with cooperation of employees as well as employer. There are various department in
CADBURY such as sales, advertising, customer relationship, purchase, production., etc. This is
important to synchronise activities of these department so there will be proper achievement of
goals and objectives.
Major roles and responsibilities are as under-
1. Marketing information system- This department is important in case of marketing and
selling. It is important to tell about customer demand so manger take corrective measures
to satisfy it. There are various commissions and discounts for retailers and shopkeepers
which motivate them to purchase in bulk and motivate customer to purchase (Baker,
2016). Management of CADBURY come with different and innovative ideas such as
television advertisement, this help company to gain faith of consumer.
2. Product management- Cad-bury is company which have various products so it is
important to manage their production. Manufacturing must be done in such way which
helps company to reduce production and logistic charges. It is important that manager has
to take care of dead stock and over stock. As eatables carry date of manufacturing and
expiry, so it is important to produce product in such a way that they are consumed timely.
3. Distribution channel- Distribution channel means delivering goods from production unit
to ultimate consumer. There are many ways which is adopted by CADBURY. At change
in season also affects source of distribution. It is important that manager has to deal with
changes and choice appropriate option. This help company to satisfy need of consumer
and they do not accept any other option. CASBURY does not have direct contact with
consumer so there is requirement of proper channel so consumer feels satisfied with their
demand.
4. Selling- Selling and marketing sounds to be same but it is not so. There is lot of
difference between both. It is important that manger has to plan marketing plan in such a
way through which they can create demand in market and hence it is possible to sale
product (Bamossy and Solomon, 2016).
5. Financing- These days there is use of different and innovative items to educate
consumers about change and modification in product and services. CADBURY come

with new and fresh ideas to inform public about special addition in their product. They
use different ideas to inform business men as well as customer. Hence there is
requirement of fund to accomplish it. It is not necessary that every product of company
gets success. But this is possible when company tries product in market and in case of
negative results they must be modified.
6. Pricing- Nestle, Mars is the biggest competitors of CADBURY and it is important to set
price which is suitable and acceptable for all (Barrett and Weinstein, 2015). There are
chances that company can not fix higher this affects their sales. Competitors may take
advantage of this and attract all customers.
7. Promotion- Promotion is not popular in older days, this is new concept. CADBURY
come with new innovations which is necessary to create long run in market. They come
with special editions at the time of Valentine's and festive season. So they give
advertisements related to it. It is not possible for company to be resistant in their
operations, there is requirement to promote product targeting appropriate audience.
MARKETING PROCESS MODEL
Illustration 1: Marketing Process Model, 2017
Source: Marketing Model, 2017
Marketing model talks about how to different activities related to marketing. This is
important because there are many activities and as per sections there are possibilities of change
in this activities (Brassington and Pettitt, 2013). It is important that manager has to take active

participation in promoting product and then it is possible educate public about new features of
chocolates. This model has five steps. Initially company has to analysis market and
environment. There are variations in market hence it is important to fix what has to be done.
Then there is requirement to set marketing strategies which has to applied. In last manger has to
control actions of company. These activities differ when organisation deal with cust9omwer and
company. Marketing includes advertisement at consumer level, and commission and rebate at
commercial level.
From the above discussion it is clear that role of manager and leader has to emphasise on
customer demand and growth which is possible when they take care activities of different
departments (Cairns and et. al., 2013). In case of change in plans and policies of competitive firm
then they have to modify policies and in case they do not consider this. There are possibilities
that customer may switch to other product. In older days, there is less role of Marketing
department but in current scenario, they can expand business and motivate workers to work in
particular direction.
M1 Analysis of roles and responsibilities of marketing
Marketing is department which is important in CADBURY to achieve business objectives
effectively. There are many possible roles and responsibilities which help manager to analysis
market and it is helpful in operating business goals. It is important to create good environment in
company so their will be no over lapping of activities and as per requirement of society, they
frame plans and policies. As these days there are many factors that affects business so it is
important that manger has to access modification which create long relations with customer.
P2 Roles and responsibilities of marketing in CADBURY in a wider context
In CADBURY there are numerous employees engage in different departments.
Sometimes there is requirement to shift employees from one department to other, there are
possibilities that this may affect performance of employees. In this case it is responsibility of
manager to motivate employees and guide them (Chaffey and Smith, 2013). It is essential to give
emphasis on quality of product. This helps to improve satisfaction among employees and when
they do not take active participation in improving condition of organisation, manager must try to
know reason and resolve it.
Marketing department is not department but works as individual business unit. It is

important that manger has to emphasis on giving their best by cooperating various units. It is
important for management of CADBURY to know how to deal with changes in era of
competition, analyse market and provide best services to customer. It is important to accept
changes otherwise this affects performance of organisation (Fan, Lau and Zhao, 2015). This help
company to get options and come with new and innovative ideas to attract customer. They have
to contact with different departments which help company to achieve goals and objectives.
Relationship of marketing department with other departments is discussed under-
Departments Relation with Marketing Department
Production In CADBURY there is production of chocolates and other eatables
so it is important to coordinate them to market new product. This
help company to increase sales and reduces wastage of products.
Sales Sales department and marketing department has very close relation.
When marketing department portrait their product then only
company can sale it. There are possibilities that sales are not
effective due to lack of communication, so marketing has to perform
job in more impactful manner.
Research and
development
Research and development has to analyse Market and then deliver to
management that what is demand of customer. In case of failure
products such as Fuse, Skippy, etc. R&D department know the
reasons of failure and then take measures to solve it. When R&D
department come with new demand in market, then that product
advertise in market by marketing department (Gilaninia, Taleghani
and Azizi, 2013).
Administration Administration department deals with the operation of company.
There is positive relation between marketing and administration
department. There are various activities such as purchase of raw
material, production related expenses, administration department
deals with it. So marketing department also tries to reduce expenses.
Customer Care There are various problems related to product then customer can file
complaint in customer care department. It is important because

customer satisfaction is essential motive of management of
CADBURY.
Distribution Distribution includes activities which are delivers raw material to
organisation and finished goods to customer. This process is
important for company because there is involvement of cost and
time. Marketing department analyse option which is beneficial for
company in reduction of cost and providing satisfaction to customer.
Finance This section is most important for company. There is requirement of
fund to operate in industry. There are various sources to arise fund
but it is important to arise fund which is most appropriate. This is the
responsibility of marketing department to come with easily available
and cheap source (Huang and Sarigöllü, 2014).
Human Resource HR department helps organisation by recruiting best candidate who
is suitable for post. There are vacant positions in Marketing
departments which help can be filled by Human resource manger.
From the above discussion it is clear that marketing manager has to perform many
activities at a time and they have to create good relations with other units of CADBURY. There
are possibilities that due to personal conflict mangers do not want to work under team then leader
has to strategise plans in that direct.
M2 Analyse significance of relation between marketing and other departments
There are many departments in CADBURY so it is important that manager has to plan
activities as per different activities. Activities in CADBURY are linked with one another so it is
important to communicate with different departmental heads. Communication must be proper
and effective so workers are aware about their code of conduct. It is essential to create friendly
environment this will help organisation to satisfy need of customers and enhance name in
industry. There are various team leaders in CADBURY they are responsible to deliver correct
and appropriate decisions and information.

D1 Critical analysis of key elements of marketing function and its relationship with other
departments
Marketing department in CADBURY is effective when there is proper implementation of
strategies framed by marketing department. CADBURY aims at selling product and earn profits.
This can be achieved when company is able to analyse market and frame policies accordingly.
According to Kraus and et. al., 2016 it is essential to create good relations with other department
also because marketing manger can portrait product when they have knowledge of features and
qualities, pricing strategies, etc. Company has to promote healthy relations in organisations
among employees, this motivates them to work under team. Relationship mus be positive which
helps to increase resistance of workers in company.
TASK 2
P3 Usage of marketing mix in marketing planning process
Marketing mix is the important element of any marketing plan. There are different
element of marketing mix which play a significant role to accomplish different types of task in
systematic order. Marketing mix plays a significant role in delivering appropriate product to
appropriate person. Basically there four element such as products, price, place, promotion.
These element give frequent changes in the marketing of different products of organisation. Then
it has been elaborated in 7p's. These 7p's play a significant role in long term changes which
helps to attain goals and objectives of organisation. The element of 7p's aids to maximise the
level of profit of CADBURY, by taking help of these 7p's organisation able to attain sustainable
position in market (Leonidou, Katsikeas and Morgan, 2013).
As this organisation is very famous with respect to other companies in different form
such as profit, share capture in market, and many others element. In order to enhance the growth
and expansion of organisation. The management has decides to take help of these marketing mix
in order to enhance the sales of different products of CADBURY. This organisation also have
various rivals like Mars Hershey's Nestle etc. In present scenario these all companies faces
challenges from the Nestle. This company produce similar products as the CADBURY because
consumer like different products of CADBURY.
The comparison between CADBURY and Nestle on the basis of element of marketing mix which
are as follows :

Basis Meaning CADBURY Nestle
Products The products of these
two organisation are
visible objects which
are been consumed by
the customer. In order
to satisfy the various
desire and wants
which is made by
customer. According
to views and desire of
customer organisation
produce different types
of products as per the
desire of customer
(Nguyen and Simkin,
2012). By this
organisation can
increase sales of
different products in
marketplace. Every
organisation perform
various market
research before
launching of different
products in
marketplace.
Organisation produces
different range of
products according to
desire and want made
by customers. Their
are very large of
products are being
supply by the
organisation.
Organisation produce
very large amount of
products as per the
season such as Diwali,
Christmas and many
other festivals.
CADBURY produces
different products but
among all these
products, Dairy milk,
m5 star perk,
temptation and many
other products are
being consumed by
different types of
customer.
This brand is also
famous in marketplace
but not as the
CADBURY. This
company give tight
competition to
CADBURY. There are
different products
which are being
produce by the Nestle
like Kitkat, Munch,
Milky bar, polo and
many other products.
Price It is most essential
factor which is comes
under the element of
There are various
products of
CADBURY which
The price of products
of Nestle also have
reasonable price with

marketing mix of
organisation. By this
organisation contribute
its efforts in order to
enhance level of
profits and expand
growth in marketplace.
Price strategies is
changes as per the
condition of market. It
aids to establish a
sustainable brand
image in view of
consumer .
have low price but
among them some of
have very high prices.
They are used to
penetrate price
strategies of different
products to sustain in
market.
respect to CADBURY.
Organisation could not
fix high price of
products items. The
management feels that
organisation posses
more competition in
marketplace.
Place It is very essential for
the organisation to
launch their products
at appropriate
marketplace. So these
products have been
sell in marketplace
without any issues. It
is very difficult for
organisation to
determine the right
place. For this
organisation have to
conduct a lot of market
research in order to
distribute theses
products which is
This organisation
capture large share of
marketplace so it
sustain good position
in marketplace. Due to
this products are easily
available in all over
world. The products of
this company ca be
spotted by the
customer to any store
in different cities.
Nestle possess good
shares in market place.
The product of this
organisation not
available in market in
abundant amount.
People prefer to eat
milky bar but this
products are not been
spotted in every shops
at different location.

prepared by manger
of organisation.
Promotion It is one of most
important factor of
marketing mix as it is
helpful in establishing
strong image of brand
in marketplace. They
perform various
activities in order to
make advertisement
promotion of sales of
different products.
Although this
organisation have
good position in
market. So they need
not to do any
advertisement
activities
Same case is related
to Nestle. So it do not
implement any
strategies to promote
their products.
People It is most important
factor which is
consider by the
organisation. Because
unavailability of
human resource leads
to loss of company
Almost very people
prefer to eat products
of this brand.
Management needs not
target market to sell
their products.
Nestle also having
strong human resource
but unviability of
products leads to loss
of customer in market
Process It is the methods
which is determined
by manager in which
products are being
perform in
marketplace.
This procedure of
target to reaching tom
the customer because
it is preferred by
customer.
Nestle put its efforts to
make availability of
products.

Physical Evidence Physical evidence
termed as the logo or
the trade mark of
organisation.
CADBURY do not put
effort to any types of
physical evidence
The name of brand is
enough in order to
enhance the sells of
products.
so from the mentioned comparison, it is conclude that CADBURY is the best brand which
preferred by people in respect to Nestle. The marketing strategies of marketing strategies is more
effective then Nestle.
M3 Different tactics used organisation to attain objectives
There are different types of tactics which are used by different organisation in order to
enhance sales of different products. These tactics are like producing similar products at low price
provided to the customers. It reduce the sales of different products in the marketplace.
Organisation have to consider these different tactics in order to compete the different rivals I
effective manner. Organisation makes proper strategies in order to inculcate with these tactics in
order to enhance sells of different products which helps to increase sells of different products in
market place.
D2 Design strategic marketing plan applies to use 7 P's
Organisation needs to implement strategic plan in order to enhance the sells of different
products . Organisation needs to produce different range of products in order to increase the sells
of products. The 7p's of marketing mix place an important role in order to maximise the profit of
products. According to Mitchell, 2012 organisation needs to gain feedback from the different
customer in order to increase the sells of different products of organisation. In order to compete
different rivals present in marketplace. It is necessary for organisation implement different
strategic plan which aids to attain objectives of organisation (Magnusson and et. al., 2013).
Organisation implement cost effective methods to produce different types of products as per the
desire of customers. It help to reduce the production cost of producing products. Strategic
marketing plan pays a significant role to stand before the rivals present in marketplace.

TASK 3
P4 Marketing plan of CADBURY
INTRODUCTION TO ORGANISATION
CADBURY is the second largest company after MARS. This company was established in
1824 and have head quarter in UK. This company operates in many countries and have good
customer range. They come with new and innovative product which help company to grow and
have same image in market.
VISION AND MISSION
The vision of CADBURY is to create awareness about their brand among public. There
mission statement says that they to deliver quality products to society.
OBJECTIVES
Their objective to provide best satisfaction to society. This can be achieved when they
take care about demand of society.
SWOT ANALYSIS
STRENGTHS
 CADBURY is very famous brand
among children to old age people.
 They modify their promotional ad and
product as per requirement of society.

WEAKNESS
 Changes of change in preference due to
dental problems.
 Change in demand as per change in
geographical background.
OPPORTUNITIES
 More varieties of products.
 Dealings through online sources.
THREATS
 Huge competition in market.
 Increasing coast of raw material and
other cost related to logistic.
PESTLE ANALYSIS
POLITICAL- There is positive as well as negative impact of political issue on operations
of company. It is essential that company has to change its policies as per political rules and
regulations.

ECONOMICAL- This factor also factors activities of company. If there is no proper
finance available then this may affect business dealings.
SOCIAL- CADBURY is company which deals in many countries, so it is important for
them to frame policies as per requirement of society. There is change in demand of UK and
India.
TECHNOLOGICAL- There is use of different machines in manufacturing and
preservation of chocolates. There is use of particular temperature which helps in using produces
on time and in better way (Mintz and Currim, 2013).
LEGAL- These factors are important because there is use of laws which are essential for
company to run. If company does not follow legal regulations, there many be interference of
government.
ENVIRONMENTAL- There is change in environment, so management of CADBURY has
to plan production related decisions as per environment. Due to change in environment there is
change in demand also.
Marketing Budget-
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 30000 30000 7000 20000 20000
Investment 20000 11000 10000 14000
Total 30000 50000 18000 30000 34000
Marketing
expenditures
Advertisement 8900 4200 6200 9000 4500
Sales promotion 3200 2300 4100 4500 4500
Direct marketing 8000 900 2000 5400 4500

Total 20100 7400 12300 18900 13500
Available balance 9900 42600 5700 11100 20500
Target Market – This is important to analyse that company must know what is happening in
market and then they must have knowledge about changes in demand of customer. If they are
coming with sugar free chocolates then they must have target to patients of diabetes. It is
important that manager has to plan promotional event which is targeted at particular segment.
Monitor and Control – This is most important responsibilities of marketing manager to know
where is shortcomings and how to overcome them. This help to improve efficiency of
organisation.
M4 Detailed coherent marketing plan
Business plans help company in recording things which has to be performed by company.
There are possibility that there is variations in working and standards. Hence it is essential for
company to use innovative ideas which help company to achieve targets on time and satisfy
consumer. Sometimes it is important to modify plans and policies to work in more effective
manner. SWOT and PESTLE which help manager to analyse internal as well as external factors
which affects business in positive as well as negative manner (Winter, 2012).
CONCLUSION
As per the above report, it can be concluded that marketing is a very important activity
which is required to be conducted inside every company. They are very helpful for the company
in earning more and more profits and helps the company in knowing about the needs and
demands of the customers as well. It is having its connection with each and every department
which is operating inside the company. There are different kinds of roles and responsibilities of
marketing department which is required to be completed inside the company in order to complete
their long term and short term objectives. There are various elements of marketing mix also
which helps the company in preparing their marketing strategy and it is being discussed in this
report as well. Here a marketing plan is prepared of CADBURY.

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