Marketing Essentials

This document discusses the roles and responsibilities of the marketing function in an organization, and how they relate to the wider organizational context. It also explains the marketing mix and provides a marketing plan for Cadbury. The document covers topics such as customer needs, advertising and promotion, and the interrelation of marketing with other departments. It also includes a comparison of Cadbury with its competitor Nestle based on the 7Ps of marketing.

Marketing Essentials
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Clarify roles as well as responsibilities of marketing function.........................................3
P2 Explain how roles & responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Marketing Mix...................................................................................................................6
TASK 3............................................................................................................................................9
P4 Marketing plan for Cadbury..............................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing refers to the procedure of promoting a brand effectively in market with an aim
to increase sales and profitability level. It is basically selling goods and services in market by
using appropriate tools. There are various functions of marketing that is selling, distributing,
promotion, advertisement and so on. It is important for an entity to implement marketing
activities by consider factors such as customer requirements, market trends and many more
(Cornwell, 2020). For analysing various aspects of market and to gain knowledge, Cadbury is
chosen as a base company. It was established in the year 1824 and is headquarter is situated in
London, United Kingdom. The Cadbury has high market presence as it offer wide variety of
products in market such as different types of chocolates, biscuits, cookies and so on. The
company ensure that quality is given to all its customer that is the main reason of its success at
marketplace. The report will present role and functions of market in achievement of objectives.
In addition to this, it will cover interrelation of marketing department with various departments.
Moreover, a comparison is made between chosen organisation and competitors on the basis of
7Ps of marketing. Later, a strategic marketing plan is developed that aid in attaining objectives in
an effective and appropriate manner.
TASK 1
P1 Clarify roles as well as responsibilities of marketing function
Marketing is consider as a procedure of analysing, anticipating and fulfilling customer
requirements & needs as well. It is one the most essential and primary component of an
organisation that help in creating awareness in market about products and services in an effective
manner. In addition to this, it is essential to make use of effective marketing promotional tools
and appropriately perform all the functions of marketing that leads to raise in sales as well as
profitability of the organisation.
Marketing concept is defined as a philosophy which states that what type of marketing
tools is used by an organisation. This concept states that one of the most successful key for a
company is customers so it is essential to fulfil the requirements of them in a right and
appropriate manner. This concept include five main concepts that is given below: Production concept : This concept believes that customers want those products as well
as services that is inexpensive and easily available to customers. In addition to this,
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concepts determine that decline in cost of production help company to increase its output
level effectively Product concept: This concept signifies that one of the most important thing that is
matter for customers is quality in products and service. It directly shows that customers
are looking for continuous improvement and innovation as well. Selling concept: Herein, it is assume that customers are looking for promotions and
aggressive sales from the organisations, It is important for companies to make use of
effective promotional tools so that they can attract more number of people and enhance
their customer base level. Marketing concept: The concept assumes that it is essential for companies to focus on
fulfilling customer requirements so that they can remain loyal and retain with longer
time period (d'Alessandro, 2020). It also help company to develop a positive brand
image in mind of customers that leads to attainment of competitive advantage at
marketplace.
 Social marketing concept : It is significant for an organisation to provide those goods &
services in market that enhance living standard of people and satisfy their needs as well.
In context to Cadbury, the company perform CCSR activities in an appropriate manner
that assist them to develop positive image in market and enhance their market reputation
in an effective manner.
Roles & responsibilities of marketing function:
It is analysed that there are different roles as well as responsibilities is performed by
marketing function of an organisation with an aim to meet with the targets set by company and
attain objectives within stipulated time frame. It is significant for managers of Cadbury to clarify
all the responsibilities so that it can perform in an appropriate manner that leads to increase in
performance of company. The various roles as well as responsibilities performed by marketing
department is discuss below in context to Cadbury:
 Identification of customer needs: It is consider as one of the major role performed by
marketing department of an organisation. It is analysed that identify needs of customers
and fulfilment of them help company to attain success and growth at marketplace. In
context to Cadbury, its marketing team conduct market research in order to analyse
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customer requirement as it help them to customer retention and satisfaction as well. This
also help company to increase its customer base level and earn higher profits as well.
 Advertising & promotion: It is analysed that marketing department make use of
effective tools and techniques in order to promote and advertise its products as well as
service in market. It help an entity to increase its number of customers that has a positive
influence in performance and profitability of company. With reference to Cadbury, it
conduct advertising campaign and make use of social media tools which help them to
reach large number of people and aware them towards brand. Moreover, it also help in
raising sales as well as profitability level in an effective manner.
 Applying customer-centric approach : Another role that is performed by marketing
department is ensuring quality products is provided to customers as it aid in developing
effective relation with customer and retain them for longer time. In case of Cadbury, its
marketing manager monitor and check performance and activities so that quality is offer
to customers that develop positive image of customers towards organisation.
Along with all this roles and responsibilities, there are other roles also such as public relations,
branding, building of effective strategy and so on. All this help an organisation to achieve
desired goals and meet with the targets in a timely and proper manner.
P2 Explain how roles & responsibilities of marketing relate to the wider organisational context.
It is analysed that marketing situation consist of internal as well as external factors, which
has direct impact on business performance and functions as well. In every company, there are
various departments which are related with each other & perform their roles and responsibilities
effectively so that organisational objectives is achieved within given time frame (Fill and
Turnbull, 2019). It is significant for top level management of Cadbury to ensure that an effective
relationship take place in all the departments so that targets is met on time period. Interrelation of
all such departments aid an entity to raise its performance at marketplace. The interrelation of
marketing with other functions is given below in reference to Cadbury. Marketing & finance departments: One of the major role performed by marketing
departments is to develop marketing plans and make use of effective promotional tools
in order implement it in an effective and appropriate manner. It is determine that to
implement such activities or to convert the plan into action, marketing department
require an enough funds. The finance department develop budget as per the activities
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given by marketing department. In addition to this, finance department ensure
availability of resources that leads to systematic as well as smoothly carry out of
activities. With reference to Cadbury, this interrelationship help in effective planning and
implementation of activities that leads to increase in sales and profitability of company. Marketing & production department: This interrelationship help Cadbury to maintain
demand and supply in market and to fulfil requirement of its customers in an appropriate
manner. It is determine that marketing department conduct market research in order to
gain an insight about market trends and customer requirements. Along with this,
marketing department communicate this requirements to production department and as
per this, the production take place. It is important for higher authorities of Cadbury to
emphasis on maintaining good relations with such departments as it help in customer
retention and increase of profitability level in an appropriate manner.
 Marketing and HR department : It is determine that every business entity required an
effective and talented candidate for their organisation who has capability and
competencies to perform activity in a proper manner. In context to Cadbury, its
marketing department required assistant marketing manager and for this they
communicate all the requirements to human resource department. One of the important
or major role performed by HR department is recruitment and selection by using various
methods. Such interrelationship help Cadbury to recruit talented employee for marketing
team that aid in reaching company towards success and growth by performing activities
in an appropriate manner.
TASK 2
P3 Marketing Mix
Marketing mix is consider as an effective tool which help an organisation to improve its
performance and productivity level in an appropriate manner. The main motive of using such
tool is to attain objectives within stipulated time period. In addition to this, it is determine that
marketing mix tool aid in gaining insight about competitors strategy and tactics so that an
effective strategy is developed that leads to attainment of competitive edge at marketplace. It is
analysed that marketing mix consist of 7Ps of marketing that include price, price, product, place,
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physical evidence, people and promotion as well (Ganjre, 2019). It is determine that one of the
major competitor of Cadbury is Nestle and on this basis marketing mix is defined below:
Strategies/ Mix Cadbury Nestle
Product Product is defined as an item that is
offer by can entity to customers in
order to create value & to earn
profits as well. There are various
products offered by respective
company is Dairy milk,
Bourneville, Biscuits, ice-cream
and so on. such a wide variety of
offerings help company to increase
its market presence level and attain
competitive advantage at
marketplace.
This company also offer wide
range of products such as milk
nutrition products, baby food,
chocolates, Maggi and so on. one
of the renowned product of Nestle
is Maggi due to which company
get higher success and growth as
well.
Price It is determined that Cadbury make
use of skimming pricing strategy
which help in gaining eyes of more
number of people towards brand. In
order to gain success, it is
significant for an entity to make set
price as per customers average
spending level as it increase chance
of acceptance and raise sales of
company in an effective way. It is
determine that Cadbury adopt
differentiate pricing strategy as it
products are of economic and
It is determine that Nestle adopt
competitive pricing strategy which
help them to attract more number
of people and attain competitive
advantage at marketplace. In
addition to this, it also help
company to raise its sales and earn
higher profits that has influence on
revenue and market share of
company.
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premium price also. For example,
Dairy milk shots, Perk, Five star
and so on are products that is offer
in market at reasonable price.
Furthermore, the price of its
product such as Bourneville, Dairy
milk silk is little high as compare to
other products.
Place The products of Cadbury is
available at all the locations that is
in supermarkets, general store, local
shops and online as well.
The company adopt intensive
strategy as it assist in dealing with
more number of retailers in an
appropriate manner. In
supermarkets, local shops, its
product is easily available.
Promotion The advertisement of Cadbury is
attractive & different also that
attract large number of people to
consume its product. The marketing
team of respective company make
use of social media applications like
Facebook, YouTube, Instagram
and many more. All this will help
company to reach large number of
people and enhance its customer
base level in a rapid and proper
manner.
It is analysed that Nestle adopt
modern as well as traditional
method of advertising that consist
of promotion through paper, radio,
social media and many more.
Along with this, Nestle also
conduct advertising campaign,
which help them to reach
maximum number of people and
enhance its market presence
effectively.
People Cadbury provide training and
development session to all the
workers or employees associated
It is determine that it maintain
good relationship with employees
in order to make them satisfied.
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with it as it help in raising their
skills and capabilities that aid in
dealing with customers in an
effective manner. It also help
employees to develop good relation
with customers and turn them as
loyal customers.
Along with this, it focused on
fulfilling requirements of
customers that help in customer
retention and satisfaction as well.
This will help Nestle to reach on
leading position and attain
competitive advantage at
marketplace.
Process The top level management of
respective organisation check &
monitor all the manufacturing
process as it assist them to maintain
quality and develop image at
marketplace.
One of the process that help
company to maintain a balance
between demand & supply is its
installed system within retail
stores. This help in maintain
inventory level in shops that leads
to customer satisfaction and proper
supply of products at marketplace.
Physical Evidence Cadbury’s physical evidence
consist of packaging, logo,
pamphlets, stores, online website
and many more. In addition to this,
buying behaviour is also undertaken
as physical evidence of respective
company.
One of the attractive factor in
Nestle is its packaging and logo. It
assist customers to easily analyse
Nestle product in an effective
manner.
TASK 3
P4 Marketing plan for Cadbury
Each and every business entity adopt marketing plan which is a kind of blueprint where
every plans, strategies and policies are included which is developed by the higher authorities of
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the firm. These strategies mainly used by management team in order to attain their organizational
goals and objectives within stipulated time frame (Campbell, Martin and Fabos, 2018). Apart
from this, I an effective marketing plan assist in examining various aspects which includes
advertisement, promotion, pricing methods which help them in order to create awareness about
the products among the customers. In the present report, Cadbury is going to launch fruit based
chocolates which consist of some natural fruit extract. These fruit chocolates attract large number
of new customers towards them at the competitive marketplace. In this context, management
team of Cadbury develop an effective marketing plan which are as below:
Executive summary : Cadbury is one of the biggest confectionary business organisation
provides various types of goods and services at the market which includes Dairy Milk, Silk,
Gems, Oreo and various other chocolate based products. In the present environment where
people try new things, Cadbury decides to launch a new product which is fruit extract chocolates
so that large number of people will be able to attracted towards them. The marketing plan of
Cadbury consist of mission, vision, strategies, objectives and various other elements.
Vision : Cadbury vision statement is “To create an attractive brand which is going to be
loved by everyone and remain the first choice for every person at the competitive marketplace.”
Mission : Mission statement of the company is “To offer high quality food products to
the customers in order to satisfy their requirements and grab leading position at the
marketplace.”
Objectives of Cadbury :
 To enhance the sales by launching new product at the marketplace by 15% within next 12
months.
 To strengthen the customer base by 20% within 6 months by providing high quality fruit
extract chocolates to them within reasonable price.
Situation Analysis :
 SWOT Analysis :
Strengths Weaknesses
 One of the major strength of Cadbury is
its market presence as its product is
easily available in almost every
location.
 It is determine that Cadbury is nor
performing well in rural market that has
direct influence on its market share and
market performance as well.
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 Another strength of Cadbury is
attractive and unique promotional
strategy that help in attracting more
number of people towards brand and
raise its sales and profitability level.
 Cadbury is enable to implement
extensive market research as it enable
to increase its product line.
Opportunities Threats
 The company have the advantage to
expand its product line. It can add sugar
free chocolates and ice-cream that help
in raising sales and profits of company.
 Cadbury has the advantage to enter into
new market as it is a renowned
company and does not require higher
cost of promotion.
 One of the major threat of Cadbury is
its competitors such as Nestle and many
more that decline its overall
performance of company.
 It is determine that sugar free
chocolates is easy to copy by its
competitors and has negative influence
on market presence of Cadbury.
Strategies:
Segmentation Cadbury segment its market as per demographics & Psychographics that
consist of income level, age group and many more.
Targeting The target market of Cadbury for its new products is people who are
health conscious and suffering from diabetes (Anand, 2018).
Positioning The company make use of social media applications for their promotions
as it help them to develop a mind set of customers towards new product
that is sugar free ice-cream.
Budget: It is essential for top level management of Cadbury to create a budget by
considering all the activities as it help in implementing all activities in an effective manner
associated with production of new product. The budget developed is mentioned below:
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Control and monitoring : It is essential for managers to check all the activities on a regular
basis so that improvements is made on time that leads to achievement of objectives within time
frame.
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CONCLUSION
By conducting the study, it has been analysed that it is significant for higher authorities to
create a marketing strategy for promoting brand in an attractive and effective manner that leads
to raise in sales as well as profitability of company. Along with this, marketing concepts state
that reason of success of an organisation at marketplace is fulfilment of customer satisfaction. It
is important for top level management to maintain good relation among all the departments as it
help them to providing positive working environment and engage employees for longer time
period. It is determine that developing of strategic marketing plan aid in achieving organisational
objectives within given time period.
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