Marketing Essentials for Cadbury (Doc)

Marketing Essentials

CONTENTS
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function............................................................1
P2. Role and responsibilities of marketing related to the other functional unit..........................3
TASK 2............................................................................................................................................4
P3. Application of marketing mix...............................................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the set of activities that are performed by a company for promoting
its product or services in front of customers for influencing them to purchase for the same.
Marketing plays an essential role in attracting the customers toward the product or enhancing the
brand image (Baker and Saren, 2016). This report is about Cadbury which is headquartered in
west London and is second largest confectionery brand. It belongs to food and beverages sector
that offer product in category of milk additives, chocolates, candies, biscuits cookies etc. This
report elaborates about the roles and responsibilities of marketing function and their
interrelationship with other functional unit. It also provides detailed information about marketing
mix and marketing plan.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing is defined as the process through which the good or services are moved from the
area of its production to final consumer. It includes a set of activities that are performed for
promoting the product or services offered by company to its target market with an aim to satisfy
the need of customers and achieving higher revenue. Cadbury is best known for its marketing
strategies and promotional activities that it performs for attracting customers toward its offers.
Cadbury mainly focuses on customers’ changing demand by determining the current as well as
future trends that are prevailing in market (William and Zikmund, 2012). For instance Cadbury
offer its chocolates in different packaging style as per the current trends over special occasions
such as friendship day, Christmas etc. Another example that can be used for future trend is that
new products that it bring new market after assessing the future demand of customers to remain
sustainable in market which includes Cadbury Oreo, new flavour of Bournvita with additional
benefit.
Apart from this marketing requires a step by step execution of its activities in order to
achieve effective result. The process consists of four stages which are followed by Cadbury for
maintaining its marketing position but these can be better understood using following points:
 Situation Analysis: - Under this situation a company evaluate the external environment
in order to determine the information regarding the opportunities available, changing
demand of customer and competition present in market. In this stage Cadbury try to
determine the demand of customers to make changes to its current product. s
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 Marketing strategy: - After determining the current market situation next step taken by
Cadbury is to formulate strategic objectives that are required to be achieved for
maintaining its position in market.
 Marketing mix decision: - Once the strategic plan has been formulated next step taken
by Cadbury is to make strategic decisions for controlling the marketing mix. This
includes product development, pricing, promotion and distribution (Baack, Harris and
Baack, 2013).
 Implementation and control:- This step involve the execution of plan that has been
made by company in order to achieve desired objective. It requires Cadbury to work over
the direction that is planned and the outputs are monitored and adjusted as per the market
changes.
There are certain roles that the marketing department has to consider while performing its
operations in market place. These roles are explained below:
 Pricing:- It is one of the major role that a marketing department has to perform under
which the prices of product are set that includes factors like cost of production, price of
competitors product, governmental policies, rate of profit etc. Marketing department of
Cadbury fixed the prices of product in a way that company can earn its profit and each
customer will be agree to pay that price over competitor’s product.
 Promotion:- Under this role marketing department organise certain activities for
interacting with its targeted customers and making them inform about company’s offers
(Silberschatz, Galvin and Gagne, 2014). The marketing department of Cadbury organise
several promotional activities like campaign, TV advertisement, Billboards etc. For
promoting its product and attracting customers toward it.
 Marketing information management:- In this role the marketing department conduct
research over its target customers for determining their need and want for aligning
product as per the requirement of customers. In Cadbury marketing department keep on
collecting and evaluating the information about changing demand of customers and then
use it to add new flavours to its current product for satisfying changing demand.
These all are the roles that a marketing department has to perform but in addition to these
there are certain responsibilities that a marketing department has to perform some of them are
explained below:
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