Marketing Mix and Its Elements

This assignment delves into the core concepts of the marketing mix, encompassing its various elements like product, price, place, promotion, people, process, and physical evidence. It examines how these elements interact and influence each other to achieve marketing objectives. The document also highlights the importance of strategic planning and market segmentation in effectively implementing the marketing mix.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the role and responsibilities of marketing functions............................................3
M1...........................................................................................................................................6
D1...........................................................................................................................................6
P2 How roles and responsibilities of marketing relate to organisational context..................6
M2...........................................................................................................................................9
TASK 2............................................................................................................................................9
P3 Compare marketing mix of different organisation............................................................9
M3.........................................................................................................................................12
D2.........................................................................................................................................12
TASK 3 .........................................................................................................................................13
P4 Marketing plan................................................................................................................13
M4.........................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is referred as management process through which goods and services of
company are distributed to customers. It is related with buying and selling of product or service
and include selling, advertising and delivering products to people. Personnels working in
marketing department mainly focuses on attracting customers towards their company through
various tools such as packaging designs, banners, media exposure and sometime celebrity
endorsements (Rosenbloom, 2013). Cadbury is a multinational industry which deals in
confectioneries with headquarters in London, United Kingdom. It is second largest confectionery
industry and operates in more than 50 countries across the world. It has strong market in
chocolates, snacks, candies, etc and from them, most famous chocolate is Cadbury Dairy Milk.
This assignment will mainly focuses on roles and responsibilities of marketing functions and its
relation with organisational functional areas. How different organisation utilizes marketing mix
in planning their effective market plans to achieve their goals and objectives will be en-lighted in
this project.
TASK 1
P1 Explain the role and responsibilities of marketing functions.
As described above in introduction, marketing is a process of effectively distributing
product and services of a company to desired customer. For an organisation to make stand in
market and to retain that positions, it is important that company uses strong marketing strategies
to increase their revenue. Cadbury is one of the finest confectionery industry in market. It has
strong reputation with loyal customers. It was established in Birmingham, England in 1824 by
John Cadbury. He expanded his business with the help of his brother Benjamin and his sons
Richard and George. This organisation have strong grip in market with strong marketing
strategies and have loyal customers which prefer them first as compared to other confectionery
company (Dibb and Simkin, 2013). It is very tough to formulate strategies which can benefit the
company at every time with profits, for that a company has to made continuous efforts and
alteration in its marketing plan to make it effective and updated. Enterprise uses various
marketing functions which provide them with proper guidance and directions while formulating
strategies. Following are some marketing functions:

(Source: Marketing Functions, 2017)
 Analysis of market information: This functions allows the manager to gather all
important information about customer's needs and wants, distribution channels, target
points, product with more opportunities, different kinds of advertisement and promotion
tools used in marketing, suitable price for products, etc. After proper analysis of these
crucial information, manager can formulate their marketing strategies efficiently. They
will know about customer preferences, which product is mostly preferred by consumers
and at what prices (McDaniel, Lamb and Hair, 2012). Proper research of all these factors
should be done prior to strategies formulation so that manager can come up with a
product which will suits all the requirements of a consumer. As Cadbury is leading brand
in market, then also they have to analyse all key factors which can influence their
productivity and profitability. By knowing customer preferences, they can design more
effective products at economic prices.
 Market planning: In order to achieve goals of company, manger should devise a well
structure market plan which can fulfil goals and objectives of organisation. If Cadbury
wants to increase their present market share, then they have to formulate strategies which
will benefit enterprise with increase in market share. Manager can focus on increasing
their production level of products and can increase their promotional activities which will
attract people and thus increase in sales of products.
Illustration 1: Marketing Functions, 2017

 Product designing and development: Attractive products designs plays an important
role in product selling. If a company have more attractive and creative designs of
products tend to sell more products as compared to those which have unattractive designs
of product. So, it is important to design and develop product in such a manner that it can
attract more customers with its designs.
 Standardisation and grading: Standardisation helps in determining various standards
related to size, quality, designs, weight, colour, raw material to be used, etc., in respect of
a particular product (Pike, 2015). This function displays distinctive features of different
products. If any product having same features, then they are placed in given category or
grade. This placing of product is known as grading. For example- if Cadbury produces
product(y), having three grades i.e., A, B and C. These grades will represent three levels
of quality; best, medium and ordinary. If customer wants best quality then it wills show
'A' grade to product. This will make purchasing more easy as it will exclude low quality
products. Grading system is mainly used in food, agriculture, cotton, tobacco, fruit
industries.
 Packaging and labelling: Main aim of packaging is to provide strength to the contents of
products so that it reach to customers as it is without any breakage. It avoids any kind of
damage, destruction, damage etc. of products during delivering and storage. Packaging
helps in facilitating lifting, handling and conveying of goods. Packing material mainly
involves bottles, containers, plastic bags, tin, wooden boxes, jute bags etc (Lamb, Hair
and McDaniel, 2011). Labelling helps to identify all necessary details of product which is
found on top of packaging. Labelling of product mainly includes manufacturing and
expiry dates, ingredients used in formulation of product, batch number, license number,
price etc. Mangers of Cadbury focuses on proper packaging and labelling of products
they manufacture, which provide all relevant information required by customers.
 Branding: Every company wants to establish their name in the market which should be
different from other competitors. To realise this, company make efforts to represent their
name in front of people. This name giving to a product is known as branding. Cadbury
has strong brand image in market and is selling their products with their brand name. If
any organisation has strong brand name, then people will prefer them first instead of

others. So, it is important to maintain that brand image in mind of customers and Cadbury
is successful in maintaining that strong image in front of consumers.
 Customer support service: Customers are top most priority of every organisation.
Therefore, marketers should offer every help to its customers. A marketer offer various
services like – technical services, handling customer's complaints, after-sales service,
credit facilities etc (Malhotra, Birks and Wills, 2013). If manager is successful in
satisfying needs of its consumers then customers will starts buying their products again
and again.
These are critical marketing functions which is used by Cadbury to make their marketing
effective. It ultimately leads to accomplishment of desired goals and objectives of company.
M1
Cadbury uses marketing functions to enhance their productivity and profitability.
Effective planning should be done prior to launching the product in market. Cadbury mainly
focuses on customer requirements and preferences and product is developed according to that.
They utilizes all function of marketing effectively to achieve their goals. Marketing is a vital
function as it helps in delivering products to target customers. Strong marketing of products
leads to strong brand image of company in market area.
D1
According to (Berkowitz, 2010), there are various key functions which is used by
organisation to design market plans. Analysing those functions deeply can lead to success of an
organisation. It is important to list down all necessary things and then marketing plan should be
implemented. More the plan is effective, more will be profits to company. All marketing
functions are inter– related to each other and each functions should be implemented effectively.
P2 How roles and responsibilities of marketing relate to organisational context.
Marketing involves certain activities which is associated with buying and selling of
products or services. These activities includes market research, design and development of
product, formulation of procedure and processes, etc. There are many roles and responsibilities
of a marketing manager which they have to perform while implementing the plan effectively
because it is responsible for promoting business of company (Lancaster and Massingham, 2010).
They uses marketing function described above which are responsible for growth of an

organisation. Marketing is a vital part of an organisation which help them to establish company's
image in market. Cadbury company uses various marketing tools to enhance their strategies and
focuses mainly on customer's needs and wants. They tend to produce those products which are
mostly preferred by consumers and sell them at affordable price. Marketing department has
responsibility for growing revenue, increase market share and profitability of company.
Following are some roles of marketing department:
 Strategy: Top level management are responsible for making marketing strategies for
their company as they got the experience of market place and can effectively implement
their experience while designing market plan. They make plans to increase overall
revenue and profitability for company and to make loyal customers.
 Product development: It is important to develop new products and improve existing
ones. The marketing department work in association with product development team to
designs new products and find out gaps between product range where they may be
opportunities for company. Employees operating in marketing department provide
relevant information to product development team about customer requirements and
identify different features or improvements to be incorporated in new products. After
development of product, appropriate prices are set of products and prepare plans to
launch that product in market.
 Communication: There should be strong communication between different departments
of organisation. It enables smooth flow of information within departments (Blythe, 2012).
Effective communication among employees speeds up the process and helps organisation
to achieve their goals and objectives faster.
 Events: In some organisation, marketing department are responsible for organising
different events such as seminars, sales conferences, exhibitions etc. They plan the supply
of material required in events and seminars. They also organise launch events to launch
their products in front of customers. Proper planning is done before organising such
launching events as it may decide the success of that product.
These all responsibilities are performed by marketing manager to increase growth of the
enterprise. Manager can also use different marketing concepts while designing their plan. Those
concepts are mentioned below:

 Product concept: In this concept, new product should be development at certain interval
of time to increase the interest of customers and to retain existing consumers also.
Cadbury launches innovative confectionery items at certain time to attract customers
towards them. This increases overall revenue and profits to company. The product which
should be manufactured should be oh highest quality (Armstrong, 2015). Company
should not compromise with quality of product as it can cause adverse effect to customers
who is consuming that item.
 Selling concept: Company should crucially focus on this concept as it will decide the
incoming of revenue to company. Attractive product designs should be developed by firm
to attract customers towards their product. Events can be organised to sell products in
market. Cadbury uses celebrities to promote their products.
 Marketing concept: This requires target customers to deliver product and services of
company. Managers need to focus on marketing strategies to effectively sell their items in
market. Better the marketing of products more will be profits to organisation.
These were some concepts which should be included in every market plan. Marketing have
various roles which decides effectiveness of a company. These are described below:
 Marketing information system: MIS provides relevant information about certain
factors such as planning, implementation, product, controlling and managing marketing
strategies (Rosenbloom, 2013). This system directs manager to formulate good market
plan.
 Monitoring marketing environment: It is necessary to monitor market environment as
it will give exact idea about recent trends of product and services. According to that
managers can develop their new strategies and develop new products with advanced
features.
 Marketing research: It is one of the major aspects of marketing. Prior research should
be done to make effective plans which can satisfy desired needs of customers. It mainly
involves consumer tastes and preferences, price of products, recent trends in market,
competitors in market, etc.
 Brand equity: Customer prefer those brands which provide extra benefits and offers on
product and services. Thus managers can plan their strategies according to that. This
will help organisation with increased profits and revenue.

Human Resource Development: It is an important department of Cadbury as they are
mainly responsible of recruiting and selecting of talented employees of company and help
marketing department by providing them necessary resources and materials. This help in easily
implementation of marketing activities.
Finance department: This department is responsible for providing necessary funds and
finance to company so they can execute their activities smoothly. It also provides ideas where to
invest in order to gain maximum benefits and profits.
IT Department: It records all the employees information and provides when needed. It
also maintain and design technologies and software of company. They help in increasing the
effectiveness of business operation.
M2
According to (Rollins, Nickell and Ennis, 2014), it is clear that all marketing functions
are inter- related to each other. Each functions are important and should be implemented while
formulating strategies to get higher efficiency. Each department of organisation works together
to accomplish business goals and objectives. Marketing department is wholly responsible for
developing and launching new products in market so that they can satisfy needs and wants of
target customers.
TASK 2
P3 Compare marketing mix of different organisation
Marketing mix is organised in whole activities of marketing in an very effective way. It
help in improvement in additional revenue and market share. Their are 7Ps which contain price,
place, product, promotion, people, physical evidence and process. Here, comparison between
Cadbury and Nestle 7Ps which are discussed below:

(Source: 7Ps of Marketing Mix, 2017)
Marketing mix Cadbury Nestle
Product Their products are divided as per
seasons and they are varied as per
sales in every country. Their are
lots of products which includes
like as Chocolate, bourvita,
candies, milk powder, crinchie
etc. it gave a huge influence in
this enterprise.
It is a world largest food organisation.
They are having 8,000 brands with
higher range of its product. They
primary concentrate on the products
such as baby food, bottled water,
coffee, chocolates, drinks etc.
Price Product of their price is according
to its quality. Some products
prices are very high like as
Bournville and products having
cheaper rates are perk, five star,
eclairs etc. according to their size
of product. They gives different
product range for grabbing
attention of huge numbers of
customers. They are using bundle
pricing strategy as well as
If they analysed a market they will
know that competitors products are not
expensive than Nestle. They are having
similar prices as compared to Cadbury.
Hence, strategy of pricing depend on
their product, competitors, geography,
quality etc. they provide different
adequate price and food items for
attracting buyers. Managers make their
product at different price so that
consumers will buy their product
Illustration 2: 7Ps of Marketing Mix, 2017

premium pricing strategy (Singh,
2012). It will help in attracting
consumers by giving them lower
price and quality items. It enhance
firm goodwill as well as
reputation within a marketplace.
according to customers wants and
needs. They are using skimming
pricing strategy within their company.
Place Its products are available in all
over the world. It gave a huge
impact on global market because
of their channel of distribution.
Availability of their products in
both areas rural and urban. They
make a higher profits in both
terms of revenue and customer
base. They are establishing
enterprise offline and online both
which help customers easily
available of companies product.
Mostly revenue and sales of this brand
come from European. They use FMCG
distribution of channel. Customers can
purchase their products from retailers.
They came with tactics and discounts
for keeping channel of distribution
busy. Mainly challenges are
chocolates in marketplace. They
directly deliver goods to wholesaler
and retailer by which buyers can
purchase goods according to their
needs and wants. Firms products are
available in all over the world.
Promotion Their promotional strategy is done
by animated pictures, online,
websites, emotional values of
peoples they attract customers etc.
organisation made their lots of
efforts for making their product
reach with customers and aware
them about their products. It is
having different brand
ambassadors for many kinds of
products so that it make a
It always comes with different and
creative ideas of marketing when they
have to promote brand. They
concentrate on extensive advertising,
products and individual brand. They
push the brand to customers. It is a
strong portfolio of products which
make them unique from their
competitors. They use techniques of
promotions are advertising, newspaper,
print media, publicity etc.

impression on customers mind.
People Cadbury expand value of brand
by promoting services and product
on value basis. Product venture is
developed and designed by higher
developers which make quality
products and increase sales in
marketplace. Enterprise recruit
staff which directly handle
consumers without disputes. They
enhance friendly and healthy
nature so that staff can work
comfortably without stress at a
place of working.
Nestle management care for those who
are with organisation because single
person can represent firm in front of
buyers. They enhance cooperative and
flexible working in workplace for
achieving targets. They maintain
disciplined working to expand their
employees skills. For increasing
demand of customers in a place of
market, help firm to organise a
promotional programs.
Process There process is so easy which is
used by company to solve queries
and disputes of consumers.
Approaches used by firm are
telephones, websites, customer
care stores etc. through that it help
organisation to minimise
complaints for delivery and
services. They offer a strong
channel of distribution which help
in reaching products with buyers
easily.
Supply chain process is comfortable
and easy which make their sales.
Complaints raised by customers about
their ingredients of products which
solve their problems very efficiently.
Physical evidence Examine value of firm with
structure which are visible to
them. It involves workplace
environment, joyful and
Organisation is having an unique
identification as well as using of
colours attracts customers. It makes
positive atmosphere and enhance life

happening atmosphere etc. person
can see and evaluate a good as
brand. i.e. there are different
feedbacks and reviews of Cadbury
goods on internet which are not in
control of them. Public can check
websites of particular firm which
they want assess for buying.
for employees. They manage all
reviews which come on different pages
of online of an firm.
Therefore, above given comparison between two organisations which are Cadbury and
Nestle which help them in developing strategies of marketing in an very effective way. Hence,
they will achieve goals and targets within a time period. It will help them to improve profitability
and productivity.
M3
For gaining a growth and success of enterprise, Cadbury have to make objectives, vision
and mission. It aid in achieving positives results. For consumers enhancing, they have to
formulate strategies of marketing which help in making a effective image of brand. Price of
goods should be affordable to customers. Retention of buyers and satisfaction help in getting
competitive advantages to all companies.
D2
As per (Ernst, Hoyer and Rübsaamen, 2010), plan of marketing contains 7Ps for giving
consumers satisfaction by a organisation. It will lead to enterprise, for making strategies under
people, price, place, promotion, process, product and physical evidence. Hence, all are a part of
plan defining a all over performance of enterprise too. Such plans lead to a firm for describing a
purchasing powers of suppliers and customers.
TASK 3
P4 Marketing plan
It is made by management of Cadbury in order to achieve targets for a longer time period.
Many benefits help in gaining by enterprise at a place of market (Pomering, Noble and Johnson,
2011). Manager of marketing make a plan which is effective in nature. Some components should
consider the following points:

Vision of Cadbury
Vision of this organisation is to make a lovable brand by their user while working with
each other.
Mission
Cadbury means quality hence, its mission is to provide quality of services and products in
order to satisfy customers needs and wants.
Objectives and goals of firm
Organisation means with its quality of product. Thus, Cadbury mission is to provide
quality of services and goods satisfaction of buyers wants and needs.
 Raised companies revenue by 5% within 2 years Develop advertisement expenditure by 4% next year
SWOT Analysis Strengths: Continuously improving product and service quality of Cadbury is a main
strength of an firm. It is a multinational company which are having almost 71,657
workers. They are providing service to their buyers in a proper way. It is supplying their
products in 50 countries. Expansion of enterprise continuously by making a relations with
their buyers for a long time (Li and Wang,2010). Brand name, equity and loyalty are the
strengths of Cadbury. Way of promoting a advertising with a tag like “kuch meetha ho
jaye” make a recall in customers minds which is a advantage for firm. Weakness: Enterprise is having many rivals such as Wrigley/ Mars and Hershey which
are giving strong competition in present market. They have to make new strategies for
gaining competitive benefits at a place of market. Hence, higher products price may loss
numbers of buyers or users. Opportunities: Enterprise expansion in developing countries such as India, South Africa
and so on which are done by organisation. Therefore, investing in other industry which
lead to increase profitability. New flavours and new taste are an opportunity for an
industry. Threats: Continuously increasing in competition at both markets like as international and
domestic which may lead to loss for company (Armelini and Villanueva, 2011).
Customer taste which may hamper conditions. Hence, it is necessary for management of

organisation to make a plan for better understanding about their needs and wants. Its
main threats are cost and prices raising and health consciousness is increasing.
STP Segmentation: In this, management of Cadbury help in formulating targets for increasing
companies revenue by 5% within 2 years by small groups from the population. For
making improvements in their products, management of the firm have to locate needs
(Huang and Sarigöllü, 2014). Segmentation of companies products control on the basis of
demographic like as premium and basic products and behavioural such as celebration,
after food as a desert etc. In order to attain set objectives, Cadbury has to launch new
chocolates. This is one segment where they are already strong. Targeting: Cadbury management keep on making alternatives for developing
advertisement expenditure by 4% next year. They have to make control by modifications
their advertisement time to time for achieving targets. Its main purpose is to satisfied
customers. It is that they will select a group they have to target for their product.
Targeting children at the time of launching new chocolates can help this company in
achieving set objectives.
(Source: STP Marketing, 2017) Positioning: They set a positive image by providing quality services and goods at all over
the world. Developing advertisement expenditure will help in positioning a brand image
within a mind of customers. It is a stage of initial which is controlled by positioned itself
Illustration 3: STP Marketing

such as real moments, special, carefree, spontaneous etc. New chocolate which Cadbury
has launched is targeting teenagers. Demand of chocolate in this age group is
continuously increasing. It will support this company in attaining desired results.
Marketing mix Product: Cadbury management mix up various raw materials for making a finial product.
Providing them chocolates and others goods at a price which will be easily affordable by
customers is a main components of this organisation. Many sort of advantages can be
gained at a place of market. Price: They have to keep their product cost according to its market value. It is a main
reason that they don't offer discounts for their customers which are a final user of a
product. Place: Cadbury offers their products of various commodity in more than 50 countries
(Mintz and Currim, 2013). Hence, it is important for management to establish their
business in effective areas as well as it will help in expansion of enterprise for earning
maximum profits. Promotion: It is examined that organisation mainly make a unique and creative
advertisements which will lead in grabbing or attracting customer attention at a large
numbers. Marketing strategies: It is linked with customers relations which is being used in
management of company (Kim and Hyun2011). For making a positive situation for
buyers in different areas. Implementation: Programs which are linked with the plan of marketing will help in
beating targets in both efficient and effective way. Evaluation: Barriers and obstacles are decreased in this marketer phase.
Controls and Measures
Objectives are controlled by analysing set targets on quarterly basis that they are
achieving as per set objectives and plans or not through that they can easily measure their
performance level.
M4
By making a marketing plan, a organisation can help in understanding futures consumers.
It contains different activities such as enterprise and procedure strategies which help in meeting

goals and objectives of firm in a desired way (Luan and Sudhir, 2010). This kinds of plans,
Cadbury management help in taking better decisions for improvement in performance growth.
Hence, it help in finding out of competitors threats along with trends of markets. For achieving
this all, industry have to evaluate and make a plan of marketing which impact on production and
sales of an company.
CONCLUSION
From the above report it is concluded that section of marketing of an company should be
effective in nature. With this, many kinds of benefits are gained by enterprise in a very proper
way. Customers taste, techniques and tools of others companies which they are using. Some
things which can understand in a better manner by formulating a effective plan of marketing.
Marketing mix is also executed within a companies for meeting a set objectives and goals in a
limited period of time.

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