Key Elements of Marketing Function and Interrelationship with Other Departments

This report discusses the key elements of marketing function and its interrelationship with other functional units of the firm. It also explores the roles and responsibilities of marketing function and how they are related to the wider organizational context. The report includes a strategic marketing plan for Cadbury.

s
Marketing
essentials

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Key elements of marketing function and its interrelationship with other functional units of
firm.........................................................................................................................................3
Roles and responsibilities of marketing function and the way they are related to wider
organizational context............................................................................................................5
Strategic marketing plan ........................................................................................................5
ACTIVITY 2- Covered in PPT .......................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an important function in which manager tries to influence maximum number
of customer so that they are motivated to purchase products and services of particular company.
There are various functions which marketing manager perform such as advertisement, promotion
of brand image and enhancing customer satisfaction level. Brexit is an pandemic situation which
has adversely impacted company operation in external environment. This report is about
Cadbury that was initially established in 1824 in Birmingham, Warwickshire, England with
having around 71657 employees' that are working for growth and development of firm. It has
contained detailed related to the key marketing function, its relationship with other department.
Moreover, role and responsibilities of marketing in wider context and the way it is fruitful for
Cadbury in attracting maximum number of individual. At last, it has included marketing plan for
Cadbury which has clearly explained about strategies, key action that can be taken by company
in order to retain its market positioning.
MAIN BODY
ACTIVITY 1
Key elements of marketing function and its interrelationship with other functional units of firm
Marketer of Cadbury in order to cope up with pandemic situation has focused on
elements of marketing that is products, price, place and promotion. Key elements of marketing
function that are used by manager of company to influence maximum number of customers can
be stated as follows:
Products: Cadbury has wide range of products with qualitative taste that helps in making people
happy and satisfied like chocolates, biscuits, beverages and candies. Most of the individual in
various countries are highly aware about its quality and taste so marketer has used its products in
order to attract more and more customers in the organization.
Price: It is another key elements of marketing function as customer while taking decision to buy
specific products and services compared price, value of one products with competitors so that
they can get maximum value (Shchepakin and et.al., 2018). Marketer in context of covid-19 to
induce people has make use of economy, skimming and bundle pricing strategy that contributed
in growth and sustainability of firm.
Place: It can be stated that company have its operation across worldwide that helps in meeting
requirement of many numbers of individual in limited time frame. Marketer to delivered services

to millions of customers have focused on developing strong distribution channels that
contributed it in retaining competitive positioning for longer time frame.
Promotion: In context of covid-19, Cadbury marketing manager has make optimum utilization
of digital technologies to generate awareness among maximum number of people which can be
fruitful in generating maximum sales and profitability (Galli, 2020). Various campaign like “
Kuch mitha ho jae” and “ You Earn it” are helpful in achievement of company objectives.
Interrelationship between various department of company
Strong interrelationship between several departments of organization contribute in
effective operation of various function and delivery of services to customers in limited time
frame and cost. Marketing manager of Cadbury has focused on building strong interrelationship
with other function of organization so that it can retain its market share and competitive
advantages for many years. Such as:
Marketing with human resources: HR of company is responsible for hiring right individual at
right place so that they can easily complete their respective task in the best possible manner.
Strong coordination between marketing and human resources has helped company in hiring and
retaining talented and skilled employee’s that are capable in attracting maximum number of
customers.
Marketing with finance: It another function of company to whom marketing manager has
emphasized on building strong relationship with other function like finance. Like while planning
an new strategy marketing manager of Cadbury has to coordinate with finance department in
order to know total budget (Papies, Ebbes and Van Heerde, 2017). So, as per the budget set
marketing manager decide particular strategy that could help in enhancing overall profitability
and market share of firm.
Marketing with research and development: Moreover, it can be illustrated that marketing
department of Cadbury also have strong interrelationship with research and development
department. As R&D has tried to find out unsatisfied needs of customers thereby marketing
manager knowing the same has provided the similar products so that company can achieve its
end goals.

Roles and responsibilities of marketing function and the way they are related to wider
organizational context
There are various roles and responsibilities that are performed by marketing manager of
Cadbury to motivate customers to prefer company products and services rather than other
competitors present in external environment. Such as:
Market research: It is first and foremost roles and responsibilities of marketing manager as it
conduct research in order to gathered information related to taste, preferences and interest of
people that are living in society (Varadarajan, 2019). Thus, it has helped company in identifying
and meeting needs of customers in the best possible manners.
Promotion and advertisement: Another role and responsibilities of marketing manager is
promotion of company through different digital channels such as social media platform like
Facebook, instragram and twitter, email and content marketing. Cadbury by making use of
digital technologies is able to generate awareness among maximum number of customers that are
living in different parts of the world.
Brand management: Marketing manager of Cadbury also performed roles and responsibilities
related to brand management of company so that more customers can be retained in the firm.
Marketing manager of company has formulated effective strategies in order to manage brand of
organization such as emphasis on satisfying needs of people beyond their expectancy level or
resolving their issues.
Roles and responsibilities of marketing manager in context of wider environment
Marketer of Cadbury perform several roles and responsibilities related to wider
environment
Strategic marketing plan
Marketing plan helps in identifying key strategies or action that company would
undertake in future circumstances to retained its market position in external environment for
many years. With pandemic situation of covid-19, marketing manager has formulated marketing
plan so that it can meet customers expectancy beyond their needs for development of firm
(Alvarez-Milán and et.al., 2018). Such as:
Executive summary
It is an marketing plan which specify about new products that company is going to be launch in

order to retain its market share for many years. It covered information related to strategies that
are used company in order to grow and sustain in market so that it can enjoy maximum
profitability. Furthermore, it has contained detailed related to marketing mix strategy that are
used by Cadbury to fulfill needs of customers. Such as:
Background of Cadbury mission and visions statement
Cadbury is second largest confectionery brand in the world that provide varieties of products
and services to customers so that it can enjoy huge profitability. Mission statement of Cadbury “
Cadbury means quality, this is our promise” that has contributed in building and maintaining
strong brand image of firm (Dzyabura and Yoganarasimhan, 2018). Company was initially
started in 1824 by John Cadbury by providing qualitative products to customers is able to
enhance its performance and reputation.
Market analysis
Marketing manager of Cadbury before deciding particular strategies conduct market research to
gathered relevant information of existing taste, preference and needs of customers. Pestle model
is used in order to conduct market research or useful data of external environment in order to
take corrective decision which can lead in growth and expansion of firm.
Political factor: The company has worldwide operations or in different parts of country that is
75% of its business is outside the United states. Various countries' government have make
several rules and regulation related that control operations of business so Cadbury has tried to
abide to all while performing its functions.
Economic factor: Due to covid-19, there are various economic fluctuation that adversely
impact on organization growth and performance. Different countries are suffering from
economic slowdown because of corovirus that has resulted in increase in unemployment rate,
decrease in disposable income of customers. So, Cadbury in order to grow has set affordable
price of its products so that people are motivated to have it for fulfilling their needs.
Social factor: There are various social changes in external environment, such as people have
become more concerned about their health and safety with spread of corovirus around
worldwide (Nargundkar, 2020). They prefer products that are more qualitative, hygiene
therefore Cadbury have taken major steps in order to ensure health and safety of people.
Technologies factor: In external environment, there are several technological development like
in situation of covid-19, most of the company have started making use of digital technology to

generate awareness among maximum people. So, Cadbury marketing manager by understanding
the same has decided to make use of social platform, official website, content marketing to
enhance its brand image in minds of more number of customers.
Environmental factor: With limited resources in external environment and increase in
awareness among people companies are forced to incorporate several steps related to
preservation of resources. Therefore, marketing manager has decided to take action to promote
sustain or optimum utilization of resources so that maximum value can be delivered to
customers in limited time frame (Whitler, Krause and Lehmann, 2018).
Legal factor: There are various legal laws which impact on operation of business such as
employment laws, health and safety and many more. So, it can be stated that marketing manager
of Cadbury has followed to all legislation that has contributed in growth and expansion of firm.
Marketing objectives
 To enhance sales volume by 12% till 2021 so that company can enjoy maximum
profitability.
 To make the best use of digital technology in order to attract more and more individual
within organization.
 To launch new products range for customers so that they are motivated to prefer it to
satisfy their respective needs.
 To expand market share by 15% by entering into new market or formulating different
digital marketing strategies.
Strategies
Cadbury in order to launch its new products in content of covid-19 has make use of
segmentation, targeting and positioning strategies that has helped in growth of firm. Marketing
manager through effective segmentation of target market is able to set appropriate action that
could be fruitful company in gaining competitive advantages. Such as:
Segmentation: Cadbury marketing manager in order to launch Cadbury chocobakes cake has
segmented people on basis of demographic, physiological, geographical and income basis. All
this segmentation has contributed manager in planning specific strategy that can be fruitful in
inducing target customers to be part of organization (Miskiewicz, 2020).
Targeting: Company has mostly targeted younger generation or people that have more craving
for having chocolate cake to fulfill their respective requirement. Cadbury by effectively

targeting specific individual is able to effectively grow and expand its business operations
across worldwide.
Positioning: It can be stated that company by launching new products has tried to position itself
in minds and hearts of customers. Most of the people are highly aware of the products of
Cadbury which contribute in enhancing overall sales volume of firm.
Tactics
Cadbury marketing manager in order to promote grow and expansion of firm in situation of
Covid-19 has decided to make use of marketing mix technique. It has focused on product, price,
place, promotion, physical distribution and several other elements to make customers happy and
satisfied. Therefore, several tactics decide to promote the new products launched by marketing
manager are as follows:
Products: Marketing manager of company has decided to introduce Cadbury chocobakes cakes
in order to induce more and more customers in the organization. Company by continuously
improving its products and services is able to achieve its goals in effectively manner.
Price: Company have set appropriate price for its products so that people from different age
groups can easily purchase in order to fulfill their respective requirement (Park, 2020).
Marketing manager through effective pricing strategy able to growth and success.
Place: It is another elements of marketing mix that has helped in motivating several individual
to have taste of Cadbury cake to that company can enjoy more profitability. Customers can
easily buy new products through offline channels as it is available at different stores thus it has
helped in generating maximum sales volume and profitability of firm.
Promotion: To promote its new product the company is using advertisement on TV, website
and social media to promote its product. They use unique style to promote its product. The
company is having a strong potential customer's base so the promotion activity is done keeping
in mind the preference of its customer's. The advertisement that is made for chocobakes cakes is
in a way that all the customers are attracted towards the product and willing to buy that.
Budget
PARTICULARS AMOUNT
Production expenses $1500

Marketing/Promotion $800
Employee wages $400
Other expenses $300
Total $3000
Monitoring and controlling: the Cadbury uses to monitor its activities on regular basis to check
the activities which are being done to achieve the target. As the company has objective to
enhance the sell with 12 percentage so manager check whether activities are favorable as per the
needs for end goal. The company is using the modern technologies for production and
distribution in this also the manager inspect the things are going in a right direction or not.
ACTIVITY 2- Covered in PPT
CONCLUSION
This file concludes that the marketing includes activities are done for promoting the
products and services of any organization. Cadbury is a multinational organization sell
chocolates with effective style of production and distribution. The company is having its
respective objective and performing its activities accordingly with that and also launching the
product with an unique style that help to promote the good in better way.

REFERENCES
Books and Journals
Alvarez-Milán, A and et.al., 2018. Strategic customer engagement marketing: A decision
making framework. Journal of Business Research, 92. pp.61-70.
Dzyabura, D. and Yoganarasimhan, H., 2018. Machine learning and marketing. In Handbook of
Marketing Analytics. Edward Elgar Publishing.
Galli, B .J., 2020. Using marketing to implement a strategic plan: Reflection of practiced
literature. In Start-Ups and SMEs: Concepts, Methodologies, Tools, and Applications (pp.
1518-1532). IGI Global.
Miskiewicz, R., 2020. Internet of Things in Marketing: Bibliometric Analysis.
Nargundkar, R., 2020. Marketing research: Text and cases. McGraw-Hill Education.
Papies, D., Ebbes, P. and Van Heerde, H .J., 2017. Addressing endogeneity in marketing models.
In Advanced methods for modeling markets (pp. 581-627). Springer, Cham.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Shchepakin, M.B and et.al., 2018. Managing the marketing behavior of manufacturing enterprise
on the factor" competitiveness". Espacios, 39(31). pp.18-18.
Varadarajan, R., 2019. Theoretical underpinnings of research in strategic marketing: a
commentary. Journal of the Academy of Marketing Science, 47(1). pp.30-36.
Whitler, K. A., Krause, R. and Lehmann, D. R., 2018. When and how board members with
marketing experience facilitate firm growth. Journal of Marketing, 82(5). pp.86-105.