Assignment on Roles and Responsibilities of Marketing Functions : Cadbury

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