Marketing and Its Functions

This assignment delves into the fundamental concepts and functions of marketing. It examines key aspects such as product development, pricing strategies, distribution channels, promotion techniques, market research, and customer relationship management. The text utilizes illustrative examples to demonstrate the practical application of these marketing principles.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................4
TASK 2............................................................................................................................................6
P3 Comparison between two organisation by applying marketing mix for accomplish
objectives.....................................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Evaluation of basic marketing plan......................................................................................10
CONCLUSION ............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing can be stated as process where all the exchange activities are being conducted
and along with that products and services are being sold to one another. As per the Association
of American Marketing “Marketing is the activity, set of institutions along with process of
creating, communicating, delivering and offers exchange which has the value regarding
customers, clients and partners at large” (Definition of Marketing. 2017). In this report, company
taken is Cadbury which was established in 1824 By John Cadbury and since then it has been
dealing in confectionery goods and services. As per the records of 2008, it has been observed
that company has around 72695 employees who were able to deliver the effective products and
services. There are various kind of factors which will be discussed within this report like like
roles and responsibilities of the marketing function of the business along with the relation of
various other functions within an organisation. Along with this there will be comparison about
the marketing mix of the company who are competitors as base of analysing steps which is being
utilised by the company to attain the aims and objectives of company. Along with this, in order
to apply the operations and process of business in effective manner, basic marketing plan needs
to be formulated by which each and every activity cane be attempted in effective manner.
TASK 1
P1 Key roles and responsibilities of marketing functions
There is the high need of business owners to generate more amount of revenue and thus
for that it is highly essential to adopt various kind of tools and techniques so that objectives can
be attained. Therefore, business should understand all the functions of marketing in proper ways
so that all the other operations can be executed in effective manner related to marketing
information system to financing (Baker and et. al., 2016). Marketing is kind of term which is
highly utilised by company yet it is difficult to carry out. Marketing is one of the concept which
is wide in nature and this needs to be evaluated so that many of the people and companies who
think that marketing and selling are one of the same thing. There are various kind of functions
which are mainly determined for the marketing concepts which can be understood by managers
of company in order to carry out all the operations along with activities in better mode (Seven
Functions of Marketing. 2017). Managers of the Cadbury company mainly focus on evaluating
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the seven functions which are being performed under the concept of marketing which are mainly
described below:
(Source: Marketing Functions, 2017) Marketing Information management: This can be stated as one of the necessity factor
which is about collecting the data from outside and inside sources of the company with
motive of making the decision making process much more effective and result oriented.
This in turn will the company to conduct the improvisation within products and services
of the company. Distribution management: This can be stated as the process by which the company has
been managing the all kind of distribution of products and services in effective and
reliable manner (Bastable, 2016). Major duty of the marketing manger of Cadbury is to
monitor the manufacturing process of products and analyse the market and thus make
certain kind of changes within services and products. This in turn will allow them to
have control over products of confectionery. There is the high need of distribution
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Illustration 1: Marketing

manager to look out for the areas as per the demand sand thus facilitate the suitable
supply of the goods at time of dealing. Product or service management: This kind of factor is highly essential for every
company for the management of goods and services. It is highly essential for the
company to manager all the resources for manufacturing goods and services so that
resources can be utilised in optimum manner (Berkowitz, 2016). This in turn will allow
the company to have effective distribution and its management. Hence, it is highly
essential for the Cadbury to manage their products and selling and thus by this they can
uplift the ratios of profit. Delivering the product at the time of demand if the strategy of
company which is highly appreciable in sector of confectionery items. In order to attain
the objective and tasks, it is highly needed by managers to manager to make the
management process better and smooth in nature. Pricing: This kind of factor is the foremost and important factor for the company as
whole process and profit ratios depend on it. It is highly essential for the company to
analyse the market and thus adopt the best suitable pricing strategy in order to
maximise the sales along with the revenue so that all the risks which are attached with
it can be minimised. Mainly pricing is being done after evaluating the cost of making
the product and thus the profit margin is being decided. Along with this, while
formulating pricing strategy it is highly essential for the manager of Cadbury to look
out for the competitor strategy so that effective one can be adopted by company and
thus company can have more revenue generated. Promotion:There are various kind of companies who are different in size but have the
same kind of strategy adopted for gaining position within market so that the products
information can be present within every customer who is targetted customer of the
company. There are the promotions which are being done for the products and services
in order to reach out the customers in every corner. There are many of the factors which
are highly essential for the business in the function of marketing of Cadbury where the
manager mainly opt for the suitable promotional strategy and thus implement the
business or thus exist the modifications information which mainly reach out the target
range of customers in effective manner (Brychkov and et. al., 2017).
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 Selling: This kind of process is highly essential one which mainly takes place within
seller and buyer of the company where the money is being exchanged for the products
and services. There are various kind of steps which are mainly evaluated in selling
process in order to uplift the sales ratio along with process of selling out products.
Cadbury needs to facilitate the process of selling in appropriate manner so that various
kind of products of company can be made available for every buyer.
 Financing: This one can be stated as blood vessel of the company by which all other
functions are being carried out along with activities. There are various kind of tasks and
activities which are being conducted by the company and thus to carry them in better
way, finance is required so that expected outcomes can be attained. Essential role is
being played by marketing for increasing the company's value by using various
effective approaches in order to manage profit ratios. In the sector of chocolate and
confectionery items, Cadbury has been able to establish its brand value along with the
products in better manner along with adoption of revolutionary techniques o promotion
by which more amount of finance can be arranged.
P2 Roles and responsibilities of marketing relate to wider organisational context
There are various activities which are being complied within the business which are
responsible for attaining the objectives. There are many more functions as well beside the
marketing which are being conducted and has to be understood by manger in order to make the
appropriate decision (Cabrera and Williams, 2014). There are various kind of companies who
has different infrastructure and divisions under such kind of functions and thus roles are being
divided. There are various kind of functional areas which are observed within the environment of
business and those are described below:
 Human resource management & marketing management: There are various kind of
sections along with division who are working within company and thus are
interrelated to the one another. So in this kind of case, all the functions are being
determined and thus get impact as well. Effective role is being played by the HR
within marketing sector where the major duty is to recruit the suitable personnel which
have better and appropriate skills of the working. Therefore, HR manager has the
responsibility of selecting the best person by who mainly possess the knowledge
regarding the all the objectives which are being conducted. Manager of Cadbury
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needs to understood the role in proper manner and thus select the personnel for the
marketing division by which better knowledge along with skills which needs to be
performed so that ll the activities and tasks are being obtained in better and effective
manner.
 Finance and marketing: Finance and marketing are two departments which are
interrelated to each other due to marketing department which wants to enforce the
event and thus a budget needs to be prepared and thus it should be send to finance
sector which are being allocated fund (Griffitts, 2016). Thus it is the duty of manager
for evaluating the every kind of aspect for budget and improvise as per the process and
market. On this basis, money is being allocated by the finance division in various kind
of events by which the company will be able to reach out to each and every kind of
customer. Finance and marketing are the two sectors of Cadbury which needs to be
understood as per roles and responsibilities in order to support each other for fulfilling
the needs properly.
 Research and development & marketing: There are various kind of inventions and
innovation which are being done in almost every kind of business so that company can
uplift the profit ratios along with productivity. Research and development wing has to
create many kind of inventions for the marketing functions which will perform the
activities in better way. There are many kind of innovation which is being done by
R&D sector in MIS system in order to collect the appropriate data within market and
thus make the process much more comfortable so that inventory list can be prepared in
proper manner. Managers of the Cadbury has to take this in account and thus make the
essential innovation within operations for same in order to make the marketing sector
for performing duties and responsibilities in appropriate way.
 Customer service & marketing: Success and growth of the business mainly depends
upon the managers and leaders. Hence, it is highly essential for company like Cadbury
to understand the roles and responsibilities in order to promote the working
effectiveness (Hoeffler, Herzenstein and Ginzburg, 2015). There are various kind of
divisions which are being determined and among them mots essential one is
customers. Customer services along with marketing function needs to work together
for resolving all kind of issues which will be faced by the company in upcoming time
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so that selling process can be made much more effective. Along with determining
innovative ways for dealing with issues in effective manner. Therefore, services of
customer will transfer and deliver the data for marketing team for suitable and
appropriate steps on the issues which are being faced.
 Production and marketing: Data is being collected by the marketing team from the
outside world regarding the products and services in order to manage the production in
effective manner. Information needs to be conveyed by marketing for production
sector who plays crucial role in producing the high quality standards services and
products. Hence it is the duty of the manager for listing out the such kind of aspects
and thus give out to the supervisor in order to maintain the better quality of products
and services. There are roles and responsibilities of the department of Cadbury and
thus relate with functioning as well.
 Sale and marketing: There are products which are being sold out by the selling team
for the data provided by the marketing team where the demand of the every
commodity including and listing appropriate manner. There are the two functions
which are highly related to one another by combining the work along with sales team
so that operations can be conducted by giving finance (Hoffman and Turley, 2015).
Demand of the market has been evaluated by the manager of Cadbury on the basis of
which production team manufacture the goods. Therefore, activities which are being
conducted by the sales team are aggressive in nature within marketplace where they
need to get it done on the grounds of data which is being given by marketing team.
TASK 2
P3 Comparison between two organisation by applying marketing mix for accomplish objectives
There is the major target for every kind of business company in order to get the
sustainability within the market for long period of time. There are various tools and techniques
which are being adopted by the company by which the management can attain the aims and
objectives in proper manner. Marketing mix can be stated as founding model of the marketing
which mainly facilitate the option which are being adopted by the business for pursuing the
market world in long term manner (Karasar and Öztürk, 2014). There are various kind of
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techniques of marketing mix which are being utilised by the business for promoting the brand
and product within marketplace.
Cadbury is one of an affiliation whose piece of the overall industry is more when
contrasted with different associations. Alongside this, there are different contenders are decide
for an affiliation which need to consider by an organization and set up their systems by
considering. Settle is recognize as a noteworthy contender of an organization whom are likewise
managing in assortment of items and administrations.
Promoting blend is a procedure by which business wind up ready to make their image
picture and incentive for their merchandise and enterprises by taking different viewpoints in
account (PESTLE Analysis of Cadbury. 2017). For this examination, broadened showcasing
blend get use and get compose on NESTLE and Cadbury fill in as two noteworthy relationship of
confectionery:
Basis Meaning Cadbury NESTLE
Product Product can be stated
as an offer which is
made by company to
the target customer for
satisfying needs and
wants proper manner.
In retailing or physical
products considering
as product for the
company.
Dairy Milk, 5 star,
Perk, Temptation
KitKat, Munch, Milky
bar, Polo power Mint
Price It is the type of
payment which is
being done while
purchasing the
products from one end
to another. In the
economy of country,
Price of the Cadbury
goods started from the
little value and thus
after upliftment of
brand value prices got
high in nature.
Products and services
which are being
provided by NESTLE
in the low rates which
is for small customer
group.
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prices are generally
expressed for the value
of products and
services which are
being delivered.
Place From the aspect of
marketing, places can
be stated as certain
location where the
goods and services
which are being
manufactured. There
are various kind of
locations along with
places which are
usually near to big
cities where the
transport facility can
be utilised.
Cadbury manufactures
the products and
services in order to
facilitate them to the
clients in better
manner. There are
many of the retail
stores even they are
small or the large
which have high
quantity for the range
of products by
Cadbury.
Products of the Nestle
are hard to find on
each and every store as
the reach of this
company to clients is
not high as compared
to Cadbury.
Promotion This can be stated as
one of the basic factor
of marketing mix in
which various factors
along with other
elements which are
being included for
helping out in
enhancing the product
sales along with goods
and services which are
Effective strategy of
promotion is being
utilised by the
Cadbury which they
are providing various
kind of exciting offers
for the customers
which can draw the
attention of the
customers.
There are various kind
of promotional tools
which are being
utilised by NESTLE
and in advertisement
which they are
published on the
internet which exists in
nature as well.
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in turn related to the
data present to every
personnel.
People This is one of the most
essential factor for the
company as they are
the reason by which
operations and process
is being conducted like
employees, customers
and many others. This
is highly essential for
management for
understanding them in
better manner in order
to make things better
and effective manner
and thus aims and
objectives can be
attained (Kennedy and
Parsons, 2014).
Effective training is
being provided by
Cadbury for each and
every employee by the
company by which
they can determine
identical gaps among
the skills. There are
various kind of skills
and techniques for the
individual,
management which in
turn will help in
accomplishing the
targets and goals in
effective manner.
NESTLE people are
well trained in nature
along with comparison
of Cadbury as this
company does not
have much resources
along with employees
for executing the
operations in effective
manner.
Process This is highly essential
for the company for
selecting an effective
process for their
working so that it can
become to manage the
operations along with
it cam become able top
work on each and
There are various kind
of services and
products which are
being delivered in
which there is the
good support of
employees for
rendering quality
based services for
There is the process of
products and services
in which is being
delivered is low in
nature as compared to
Cadbury because the
margin of profit is low
in nature as compared
to the keen
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every kind of objective
in proper manner.
every kind of customer
within company.
competitors.
Physical evidence There is the consistent
branding the across
communication which
in turn means that the
company can have
various kind of
products which are
physical in nature for
the company.
There are effective
quality services which
are being provided in
order to signify the
physical evidence of
the company by which
they have become able
to deal with
marketplace in much
more effective manner
(Lane, 2016).
NESTLE have the
presence physical in
nature regarding the
products and services
but it is relatively less
as compared to the
Cadbury.
TASK 3
P4 Evaluation of basic marketing plan
There are various kind of things which re mainly involved within marketing plan like the
strategies of business, objectives, vision and mission of company. This mainly includes the
budget which is compiled of various kind of activities. This kind of consent is basically taking
place at the time of dealing regarding products and services of company and thus making the
things more smooth and proper in nature. Marketing plan of Cadbury includes number of aspects
considering below described factors:
Vision of Cadbury: “Working together to create brand people love”.
This mainly states that management work as team in which they mainly creates and
manufactures various kind of products and services which can enable them to create the brand
recognisation (Mittal, 2014).
Mission of Cadbury: “Cadbury means a quality; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure our promise”.
This kind of statement mainly states about the working of company along with the quality range
of the products. This is highly significant for the management to make the best use of resources
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and thus give high level of satisfaction to the customers. This can be promised in near future that
the improvisation will be done in products and services.
Objective of Cadbury: This can be stated as one of the effective factors which are being
considered as blue prints which can facilitate to grow and thus develop in better and effective
manner. There are various kind of objectives which are being described below:
 To enhance the quality of chocolates
 To manufacture tasty chocolates.
 To survive in marketplace
 To open many new outlets in market
Situational analysis: It is important for every organisation to measure all internal forces that are
directly or indirectly affecting their overall functioning or operation (SWOT analysis of Cadbury.
2017). It can mainly be done through conducting SWOT Analysis of the company so as to
understand its capabilities, environment and customers in an effective manner.
Strength Weakness Opportunities Threats
Cadbury is one of the
largest company and
thus it is present
within 200 countries.
There are major parts
of India which are
rural and thus due to
that company face
barriers in growth.
A noteworthy
shortcoming of an
organization can
progress toward
becoming open door in
which administration
need to target and
infiltrate in rustic
territories for more
market openings.
Cost of distribution is
high in nature and due
to that cost if being
increased along with
cots of fuel and
transportation. Hence,
while increasing in
cost gap for another
companies in turn also
increases.
There are certain kind
of products and
services which have
more power then any
other kind of
competitor.
There are many of
times where the
goodwill of the
company gets
impacted like there are
many of the cases due
For this company,
Taste is a major factor
and its major market is
India where the people
like small chocolates
for eating. Hence,
There are many of the
customers who has
become health
conscious in nature
and they mainly prefer
the healthy juice
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to which there are
many of the customers
who has negative
image for the
company.
bringing the new
flavour within the
products of company.
instead of having
chocolates.
There are various kind
of products which are
being sold out by
company like Dairy
Milk, Bournvita, Oreo
which can support the
company for getting
sustainability within
the marketplace.
Major weaknesses of
the company is quality
which needs to be
strengthened.
This will mainly
improve the products
with innovation and
improvisation which in
turn will create the
opportunity for
company.
Interest in festivals
will mainly reduce
from past few years
and this will lead work
as threat for the
company.
It is highly essential for the business for evaluating the external factors of marketing as
well. This will in turn enable the company to gain the optimum growth in order to accomplish
the targets in better manner. Thus, PESTLE analysis of Cadbury is being defined below: Political: In UK context, Govt. change from the labour party to the liberal party which is
highly bound for influencing operations of Cadbury. By last estimates, 8 factories of the
Cadbury which has employed 3000 workers. However, stringent restrictions on the entry
of skilled workers can directly affect the decisions of Cadbury in the future. Economical: Even though there is the global economical downturn which in turn has
affected the expansion plan along with sales which has actually remained quiet steady. Social: In one regard, Cadbury was conceived because of social components. Being
controlled by a Quaker family, their restriction to liquor filled in as the premise of
maintaining a business that sold tea, espresso, cocoa, and fluid chocolate (Pappas, 2017).
In any case, while chocolate and different items sold by the organization are socially
satisfactory around the world, Cadbury has been forced to bear contentions, the current
one including Cadbury items being 'Halal Ensured' to oblige Muslim markets the world
over.
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 Technological: Finally, there sis the change in the technology of the company along with
the packing process over the years which is started by the introduction of new kind of
machines for blending coffee and cocoa grains.
This kind of budget is highly essential to provide help to a company by which the business can
become able to conduct their own activities in better and effective manner. Market budget is
being created by manager of Cadbury so that various kind of expenses along with savings are
being included in order to execute each and every plan (Mueller and et. al., 2015.). By this,
major work will be to expand the business along with the market budget which is being
described below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 12600 14200 20000 16000
Investment 20500 14800 16000 14200
Total 50000 33100 29000 36000 30200
Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
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Total 18200 14700 12700 16000 16900
Available balance 31800 18400 16300 20000 13300
CONCLUSION
From the above report, it can be concluded that the concept of the marketing is not small
in nature and it is highly essential for the company to have the knowledge regarding this kind of
factor as it can provide help to the company to attain growth and success. Crucial role is being
played by the marketing functions for making the company attain aims and objectives in an
effective manner.
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REFERENCES
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Brychkov, D. and et. al., 2017. Social marketing and systems science: past, present and
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Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
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Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
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Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
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