Marketing Essentials

Marketing Essentials
1

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
2

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,
3

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
4