Marketing Department Functions and Planning

This assignment delves into the multifaceted nature of a marketing department. It emphasizes the interconnectedness of various marketing actions and decisions with other aspects of a firm's operations. Managers are urged to carefully consider these interrelationships before formulating a comprehensive marketing plan. The assignment references academic publications and online resources that shed light on essential marketing concepts, including the marketing mix, strategic planning, and market research.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Major responsibilities and roles of marketing function.........................................................1
P2 Roles and responsibilities relate with wider organisational context......................................3
M1Roles and responsibilities of marketing.................................................................................5
M2 Importance of interrelationship between various marketing functions................................5
D1 Key elements of marketing function.....................................................................................5
TASK 2............................................................................................................................................6
P3 Application of marketing mix to marketing planning by various organisations...................6
M3 Various tactics applied by enterprise....................................................................................8
TASK 3............................................................................................................................................8
P4 & M4 Marketing plan for enterprise......................................................................................8
D2 Marketing plan with 7Ps.....................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In today's modern business enterprises, marketing is known as one of the most significant
tool. This consists various activities such as understand marketplace, analyse requirements of
consumers, develop good relations with customers, formulate a strategy and provide featured and
quality products to target customers (Malhotra, Birks and Wills, 2013). As every business entity
is trying to adopt a innovative approach toward marketing strategy they are engage more in
develop and maintain good relations with customers. In today's business environment, awareness
of companies regarding marketing essentials is too high. Marketing function can be defined as
specific roles of a business entity which support in market or promote company's products. Basic
and common functions involve in this are product plan, marketing research, promotion, finance,
sales, customer service and many more. Different responsibilities are involve in marketing
function and success of firm remain on these functions. Cadbury is a British multinational
confectionery firm owned by Mondelez International since 2010, this is the second largest
confectionery brand in world after Mars. Firm is well known for its chocolate called Dairy Milk
and firm operate more than 50 countries worldwide. Main roles and responsibilities of marketing
function of an enterprise and interrelationship of this with wider organisational context is all
given in this report. Further marketing plan for Cadbury is also mentioned in this report.
TASK 1
P1 Major responsibilities and roles of marketing function
Marketing function is known as one of the significant function of an enterprise as this
provide an opportunity to firm to communicate with its target market. This function involve
different responsibilities of enterprise which remain responsible for growth of company. Human
resource department, distribution system, product development, marketing research, sales
support system, distribution system, strategy management and marketing research is all come
under marketing function. All these marketing functions have various roles to promote growth of
entity (Lane, 2014). Major roles and responsibilities of marketing function of a firm are product,
selling, pricing, promotion, financing, distribution and marketing information system. All these
function are closely link with other organisational functions of an entity. Main roles and
responsibilities of marketing function of Cadbury can be understood by the following points: Product: Marketing function of entity is the one that manufacture and offer product for
final customers as per their specific needs and requirements. Mainly product is known as
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combination of tangible and intangible features that company offer to its customers for
satisfy their needs. In this marketing department carry out research for collect
information about the various features that must be there in a product for achieve set sales
target. Marketing manager examine attitude, behaviour and current trends of market to
make the product of company more attractive. All this results in increase in firm's
customers and its profits. Selling: This is known as another role of marketing department of firm. Under this, data
collected through various tools is analyse by marketing manager in order to formulate
better and effective strategy for increase the sale of company's product. Further manager
focus on the process of hand over the final product to customers and do efforts to make it
more convenient (Dibb and Simkin, 2013). Manager analyse the various tools of
distribution and choose the effective one to make its products available in every retail
store. Cost effective channel is use by company to maintain the final price of its product
low. Various tactics are apply by marketing manager so customers can easily purchase
company's product. Pricing: This is known as one of the most important element of a product. Every firm
charge some amount from its customers in exchange of its product. This help company in
cover the cost of product and generate profits. For attract more individuals and to achieve
set sales target final price of product should be right. This is also done by the marketing
manager of firm. Right price of product help in attract more individual to buy it. Promotion: This is one of the major function of marketing department. Mainly marketing
department of organisation is known for this. In this marketing manager first analyse the
various tools of communication and then use different communication tools for promote
the company's product (Campbell and Martin, 2015). With this, manager make the
audiences aware about the features of firm's goods. Advertisement, personal selling, sales
promotion, publicity, public relations and trade shows are the major methods of
promotion. All these tools ate effectively use by the manager of Cadbury to motivate
them to buy its products. Create the demand of company's product in market is one of the
main motive of promotion. Financing: Funds are known as one of the most important assets of an enterprise.
Adequate amount of funds support in carry out commercial activities in right way and at
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the same time save time of firm. Marketing manager do planning and identify the
resources require to carry out the same. All this provide an opportunity to firm to serve
more number of customers. Distribution: This aspect highlight the process of transfer goods from one place to
another and final hand over the same to customers. Distribution channel of Cadbury is
fantastic and cover all urban areas (Al-Ekam and et. al., 2012). In this, manager of
marketing department is the one who remain liable to examine the various channel of
distribution available and choose the bets one which ensure timely delivery of products
and at the same time save cost of firm. Right choice of distribution channel support in
deliver product to customers in time and which add a positive note in their overall
experience.
 MIS (Marketing information system): Under this marketing manager collect huge
amount of relevant information about the needs, interest, behaviour and actions of
customers. Concept of MIS provide an opportunity to manager to store the same and this
assist in take informed decision about the business. Increase effectiveness of decision
making process enhance customer base of company and also provide competitive benefit.
All these are the major roles and responsibilities of marketing function of Cadbury and
all these should be carry out in an effective manner for achieve success.
P2 Roles and responsibilities relate with wider organisational context
Marketing department of firm is the one which take various decisions and carry out
different activities in order to attract large number of individual and keep them for a long time
period. Actions and decisions of this department are largely linked with various other department
of firm (Wieser, 2012). Manager of marketing department carry out research in order to collect
information about the actions of rivals. Interrelationship of marketing department with various
other department of firm should be consider by manager as this support in formulate better
strategies for business. Relation of marketing department with wider organisational context can
be understood by the following points: Marketing department with operation department: Process of production of goods is
execute by the operation department of firm. Activities of this department is largely link
with the marketing function. Manager of marketing department carry out different type of
research for collect information about needs, requirements and purchasing patten of
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consumers. After that marketing manager communicate the collected information with
the manager of operation department which support manager in make decision. All this
support firm in manufacture products as per the market trends and needs of customers. Finance department with marketing department: For complete all business operations in
time and to get competitive benefit, it is very essential for firm to have adequate amount
of funds (Perreault, 2010). Finance department of company is the one which prepare
budgets and allocate funds to various other department of firm. As marketing department
carry out promotional activities so it is very important that it should have adequate
amount of resources to achieve business objectives. There should be a cooperation
between finance and marketing department of Cadbury so all activities related with
promotion of product should be effectively done by firm. HR department with marketing function: Human resource department is the one that
manage recruitment and selection of employees and formulate policies to manage
employee's actions at workplace. Manager of marketing department of carry out research
and decide the final features of product. Employees are the one who manufacture
products to satisfy the needs of customers. Proper training should be offer to employees
so they can manufacture products as per decide by the marketing department of firm. Marketing department with R&D department: In today's business environment needs,
wants and purchase pattern of customers are change on a fast speed. To maintain its
current market share and number of profits, it is very essential for firm to manufacture
products as per the requirements of target customers (Moons and et. al., 2010). Research
and development department is the one which carry out different research to collect
information about the features which company can manufacture and offer to its
customers. Further this department support marketing manager in identify the areas to be
focus to attract more customers. Sales and marketing function: Activities of sales and marketing department are interlink
with each other. Different communication tools and theories are use by marketing
manager of firm to interact with final customers and influence them to purchase the
goods offer by enterprise. All this increase the sale of firm's products and increase
effectiveness of sales department. Increase sale directly increase profits of firm and
ensure its long term long term survival in market.
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 IT department and marketing function: IT department indicate the various technologies
and software use by company to achieve its commercial target. Technology provide an
opportunity to firm to use various platform such as Facebook and Twitter to interact with
customers and collect information. Further technology support manager in store huge
amount of relevant data in one place which is later use by manager to take inform
decision. In addition to this, use of technology in business activities save time and cost of
company and increase effectiveness of business process.
All these are the major functions of Cadbury that are interlink with activities perform by
marketing department. Proper communication channel should be use at workplace as this bring
cooperation among business activities and ensure effective execution of commercial activities.
This interrelationship should be consider by manager during decision making process and before
formulate plan for business.
M1Roles and responsibilities of marketing
Marketing department of company use various communication channels and tools to
interact with target customers and to make them inform about its products and services. Further
this department is the one which carry out research to collect information about needs and
requirements of customers (Martin, Campbell and Harmsen, 2014). All roles of this department
should be perform in an effective manner as this contribute a lot in success of entity.
M2 Importance of interrelationship between various marketing functions
Various activities are perform by marketing department of a company and all those
activities should be execute in an effective manner as these are linked with various other function
of company. Manager of this department carry out research, collect relevant information and
communicate the same with other various functions of firm. Overall there should be proper
communication among various department as this contribute more in success of entity.
D1 Key elements of marketing function
Marketing function is the one which provide opportunity to entity to communicate with
target customers and make them inform about goods of company. Major elements of this
department are planning, strategy, research and many more. This department support entity in
apply various tactics in an effective way for achieve set goals.
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TASK 2
P3 Application of marketing mix to marketing planning by various organisations
Marketing mix is a concept that consists four major elements known as product, price,
place and promotion. Mainly, this support enterprise in put the right product, in right time, at
right place and in right price (Lancaster and Massingham, 2010). Further, this make the manager
able or support him in decide features of product, support in set right price of it and assist in
make right choice of promotion tools for marketing of product. Other extended element of
marketing mix are people, process and physical evidence. All these elements of marketing mix
should be use by firm in an effective manner as this support in achieve set sales target and
generate more profits (Hsu, 2011). This concept is used by every enterprise and every business
entity apply this to achieve their set goals and targets, application of major component of
marketing mix by different enterprise can be understood by following points:
Basis Cadbury Hersheys
Product Cadbury has a huge line of various
products. Firm offer different type of
products to its customers and operate in
various markets. Main products of
Cadbury are Dairy Milk, Five Star, Perk,
Borunville, Cadbury eclairs and Oreo.
Bournvita is one of the product of firm
which is market leader in case of
beverages. With all these products firm
lead the chocolate industry. Today, this is
one of the leading name in chocolate and
operate in all seven continents.
Various type of chocolates and sweet
syrups are offer by Hersheys and it is
one of the most popular brand.
Different type of products are
available in different size and shapes.
Product innovation on continuous
basis support entity in attract more
customers and generate more profits.
Products of Hersheys are positioned
as healthy and delicious for kids.
Price Various products of firm such as Oreo
and Bournvita require constant marketing
efforts to be on the top. Due to high
quality of its products the price of
Cadbury products is also high in specific
This is a premium brand and charges
high price as compare to various other
chocolates available in the market.
Main targets of firm is upper middle
class population of urban areas. Prices
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cases and price is also very reasonable in
other cases. For example products of firm
such as five star and eclairs give high
quality taste in low prices. Due to
positioning of firm, it is known as a
premium brand in chocolates. Entity offer
various type of products but pricing of
each product is different and is based on
the type of consumers who go to buy it.
of its products remain from $10 to
$55.
Place One of the main feature of distribution of
Cadbury is that it is widespread. Its
products are available in all urban areas
and in the towns who come under A and
B category. But due to lower demand of
its products in rural areas the rural
marketing of firm is very weak. Today
firm is present in more than 200
countries. Due to a large distribution
channel he distribution costs of firm is
very high. Overall presence of Cadbury in
market is very strong and if an individual
wants to buy a chocolate than he can
buy the same within two minutes by reach
to any local retail shop.
Products of Hersheys are available in
grocery stores on global level. Further
an individual can buy it from drug
stores, online, vending machine and
many more. Distribution channel of
firm is very effective and strong as it
is able to reach various countries
across world. Distribution channel is
able to cover all major cities and
areas.
Promotion Promotion of Cadbury for its every
product is different. For example, in case
of Bournville, Cadbury kept the position
that an individual doe not buy a
Bournville but he earn it. Positioning of
Cadbury celebrations is of gifting. This is
Hersheys carry out promotion with
help of TV ads, billboards and
Magazine Ads. Mission of firm is to
manufacture tasty chocolates so
everyone can enjoy it. Milk booster of
Hersheys tries to position itself as a
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one of the most selling product of firm.
Bournvita has a positioning of health
drink. Mix of both above the line (ATL)
and below the line (BTL) marketing is
used by firm. BTL marketing of
enterprise is very strong and effective and
this is main reason why brand recall of
company is very high. An individual
always think about Cadbury before buy a
chocolate.
healthy product for kids.
People Employees are the one that support firm
in achieve its set goals and objectives.
Cadbury use skills and knowledge of its
workers in a way that contribute in
success of entity.
Hersheys has a skilled workforce
which support in product innovation
and in offer something new to
customers.
Process Process adopt by Cadbury to manufacture
chocolates is easy and effective, this
support in maintain the quality of
chocolates and save time of company.
Step by step process is follow by
Hersheys to manufacture chocolates
and hand over it to final consumers.
Physical
Evidence
Cadbury collect and store relevant data
form its customers. This support in
manufacture and offer better products to
individuals as per their requirements.
Hersheys do various efforts make its
offering more attractive to influence
various buyers.
M3 Various tactics applied by enterprise
Tactic is known as a action taken by firm with the aim of achieve final goal and
objective. This is apply by firm on one or more than one task. Marketing department apply
various tactics as per the situation in order to achieve set goal and objective. Cadbury also apply
tactics in order to achieve its objective.
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TASK 3
P4 & M4 Marketing plan for enterprise
Marketing plan is a document that highlights marketing and advertising activities of firm
for the coming next year. This indicate business activities and actions to achieve specific
marketing goals in given time period (Eslinger, 2014). Further this indicate the current
marketing position of company. Mainly marketing plan remain in formal structure but this can be
in the informal which increase flexibility of marketing function. Formulation of this plan start
with identify the final consumes and this is done by firm with help of an market research and in
this firm identify the various ways through which company can fulfil the requirements of its
customers (Draelos, 2010). Formulation of budgets, sales forecast, analysis of market situation
and formulation of strategy is all come under the process of marketing plan. Mainly marketing
plan is a technique that support business organisation in utilise all resources in a best way to
attain set corporate objectives (Baker and Magnini, 2016). Analyse strengths and weakness of
entity is also cover under the process of marketing plan.
Overview of Cadbury: Cadbury limited manufacture and sells confectionery products.
Firm offer its products in different categories such as drinks, bars and tins. Firm was founded in
year 1824 and is based in Birmingham, UK. Large number of people work in Cadbury and
support entity in serve its customers in a netter way.
Vision of Cadbury: Vision statement highlight the ideal image of firm in future. One of
the main feature of vision treatment is that it communicate both purpose and value of firm.
Further this provide directions to staff members to perform their roles in an effective way and
encourage them to work well. Vision of Cadbury is to “ Working together to create the brands
that people love”.
Mission of Cadbury: Mission statement indicate the major objectives and key purpose
behind existence of firm. Mission statement is the starting point of strategic planning and process
of decide goal. This statement of Cadbury states that “Cadbury means quality this is the promise
of firm. Reputation of firm is to develop upon quality”. Commitment of firm is on continuous
improvement.
Goals and objectives of Cadbury: Objectives are the purpose that an enterprise wish over
specific period of time. Goal of Cadbury is to become largest and best confectionery firm. Firm
is very good in execute its activities as compare to its rivals.
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For formulate a better and effective marketing plan, it is very essential that manager of
firm should have detailed information about the vision and mission of firm as this make him
inform about where the firm want to go and what the company wants to achieve. Further
manager should collect information about the goals and objectives of company. After that
manager require to carry out SWOT analysis of firm to collect information about strengths,
weakness, opportunities and threats of firm.
SWOT Analysis of Cadbury Strengths: One of the main strength of Cadbury is that it is world's leader in choclates.
Firm is popular for its effective distribution channel and it has its presence in more than
200 countries. Product portfolio of company is very strong as it has various products such
as Oreo, Bournville, dairy milk and many more. All products of firm enjoy a great brand
loyalty. Due to this firm is able to charge high prices for its products. Further, promotion
activities of firms are effective. Firm market its products with an amazing tag line which
is “Kuch meetha ho jaye”. Further company use the effective stratgey which is breaking
the bulk. Company distribute its products in 200 countries and offer more 40 type of
various products. Weakness: Poor rural distribution is the weakness of Cadbury. Further various cases have
take place related with quality of product where cockroaches were found in the chocolate.
Company require to control the control of its chocolates. Opportunities: Firm can convert its weakness into an opportunity. Penetrate rural areas is
a big opportunity for Cadbury. Its presence in rural areas will enhance its presence and
boost the brand. Everyone like new flavour and taste and by bring innovation in its
products company can enjoy a large customer base.
 Threats: Increase health consciousness of consumers is one of the biggest threat for
Cadbury. Today large number of people are there who prefer to drink healthy juices and
fruits rather than eat fruits. Due to increase price of various products of Cadbury, firm is
is losing its market share.
STP of Cadbury Segmentation: This is a process in which firm divide the whole population in small
identifiable groups. Segmentation of Cadbury consists break segment, impulse segment
and take home segment.
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 Targeting: Firm has distinguished its products as per the class of consumers. For
example, chocolates of firm such as temptations and Bourneville are only for the
consumers who are willing to pay more.
 Positioning: Punch line of firm “Real taste of India” define the positioning of product.
Chocolates of firm are for individual of all age groups which indicate enjoyment and fun.
Marketing strategy: To motivate individual to buy its product various marketing
strategies are used by firm. Profits of firm are growing on a fast speed. One of the main reason
behind this is that firm modify its products as per the requirements of its customers. This strategy
support firm in achieve growth of more than 20% on annual basis.
Execution: This is the main step in which manager implement all strategies in order to
attract more customers towards company's product and achieve sales target.
Evaluation: Under this manager examine all methods and tools in order to determine
their effectiveness. For this various methods such as sales analysis and market share analysis is
carry out by firm.
D2 Marketing plan with 7Ps
Marketing plan is a written document that contain information about marketing activities
of firm. Various elements of marketing mix support manager in set right price for the product
which encourage individual to choose company's offering over the offering of rivals.
CONCLUSION
From the given project report, it can be concluded that all activities cover under the
marketing department of firm should be execute in an effective way. This make large number of
individuals inform about company's products its features and encourage them to buy the same.
Effective communication tools should be use by firm as this increase customer base of
organisation. For utilise all funds and resources to an optimum level marketing plan should be
formulate by firm. This guide manager and support in take better decision. Overall marketing
department consists various action and decisions that are linked with various other activities of
firm so this must be consider by manager before formulate plan.
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REFERENCES
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Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
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Eslinger, T., 2014. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and
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Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
Martin, C., Campbell, R. and Harmsen, S., 2014. Media essentials: A brief introduction.
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Moons and et. al. , 2010. The extended decomposed Theory of Planned Behaviour. A framework
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Online
Functions of marketing. 2018. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2018. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
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