Marketing Essentials Project Report - Cadbury

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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