Roles and Responsibilities of Marketing in Cadbury

This report discusses the key roles and responsibilities of the marketing function in Cadbury, a British multinational confectionery company. It explores how marketing is related to other departments in the organization and provides insights into the marketing strategies and plans of Cadbury. The report also highlights the importance of marketing in promoting products and services and enhancing the profitability of the company.

MARKETING
ESSENTIALS
CADBURY

Table of Contents
TASK 1................................................................................................................................ 1
P1. Explain the key roles and responsibilities of the marketing
function......................................................................................................................... 1
P2. Roles and Responsibilities of marketing related to the
organisational context............................................................................................. 4
REFERENCES................................................................................................................ 11
Marketing basically referred as one of the crucial
business technique that can be utilised by a business
organisation when it comes to promoting products or services in
front of targeted consumers. Here, main aim of this department
of a business organisation is to enhance the profit margins
through grabbing the attention of customers at both
international and national level. The present report is based on
Cadbury, British multinational confectionery company which
was incorporated in 1824 and Headquartered in England, United
Kingdom.
The company comes under the leading confectionery
companies in United Kingdom. Cadbury operates its business in
around more than 50 nations across the world. Some of the
common well known product Cadbury are the Creme Egg,
Roses selection box and Dairy milk chocolate.
3994-BOOKLET (3)

The report covers information on key roles and responsibilities
of marketing department within an organisation. Further, it also
describes how marketing department is related with other
business function of the company. Along with this, it also
clearly shows comparative analysis of marketing mix of chosen
business organisation with its competitors in order to find out
best strategy that helps company in growing faster. At last,
formulation of effective marketing plan has been developed so
that company can improve its performance in effective manner.
TASK 1
Key roles and responsibilities of the marketing function.
It is one of the essential and integral department of an
organisation which enable them to promote and expand the
business operation and product in an impressive and productive
manner. However, marketing is the process of planning and
executing conception, pricing, distribution of ideas, goods and
services to create exchange that satisfy individual or company’s
objective. Under this business function, its core function is to
render high level of satisfaction to customer which add value to
its brand image. Moreover, competitive orientation is important
driving force to survive among today’s global markets. Thus,
the concept of marketing helps Cadbury to maintaining balance
of consumer’s expectation and competitor offerings by
monitoring the market closely. Superior services, premium
products and efficient dealership are used by marketers to retain
their market share. Furthermore, the universal function of
marketing start from buying, selling transporting, branding, risk
taking, securing marketplace information etc. However, modern
Managing brand: It is considered as one of the primal
activity of company which help them to attain high level of
productivity and profitability ratio. However, Cadbury’s
marketing function enable them to identify or determine its
potentiality in order to improve overall performance within
marketplace. By this, Cadbury is able to define who they are,
what type of product or business they deal as well as its targeted
audience for enhancing their sales growth and also to provide
high level of satisfaction and motivation among customers.
Accompanying market research: For acquiring increased level
of proficiency or productivity in a better way, company should
be aware of current and emerging trend of sector. Thus, market
research plays an important role within Cadbury business
premises as it is concern with determining the viability of new
service through research conducted dealing with potential
customers. Along with this, it allows Cadbury to discover new
target market and get opinion or feedback from consumer action
about their interest in product or service. Moreover, it
encouraged them to target audience as well as make use of
available opportunities that lead them to obtain maximisation of
profit with optimum utilisation of resources in a better manner.
Producing internal communication: In this, Cadbury takes an
initiative to define its objective, price, product, and priorities to
their employees so that they can achieve organisation goals or
vision in an innovative or creative manner. By this, there will be
less possibility of arising conflict of interest and dispute among
Cadbury manpower and it encourage them to provide suitable
support to each other which help them to maintain a healthy
relationship within firm and acquire high level of productivity.

Some of the responsibilities of Cadbury marketing
function are explained below:
Fulfilling customer need: To establish a marketing
strategy, it is necessary to get closer to clients and listen in
order to find out what their demand or requirements is which
lead them to obtain positioning, targeting within existing
marketplace. For attaining the same, Cadbury’s business
function create survey or market research which help them to
implement best strategic decision and come to know about need
of users in order to convert them into customer. Due to this,
Cadbury is able to acquire increased of volume of sales and
profit margin in an appropriate way within prescribed time
limit.
Track trend and market competition: It is also an
integral section as it concern with knowing the position of firm
regarding market and competition. Thus, it aid Cadbury
marketing function is to analyse current and emerging demand
or scenario of marketplace so that they can produce a best or
corrective course of action in order to gain competitive
advantage and proficiency in a better way.
Innovation: It is driving force for the growth and
enhancement of firm in an impressive and productive style.
However, one of the main responsibility of marketing
departments is to make Cadbury more flexible in order to adopt
latest or updated technologies for their business operation that
lead them to enrich the potentiality in attaining high level of
productivity and profit margin. Furthermore, this function assist
Cadbury to work over new promotion, affiliate program,
customer retain techniques, improvement in conversion of their
messages and action that add value to customer as well as
enhance Cadbury brand image.
Developing strategic marketing plan: The most cost effective
strategies are those that are planned for long term. However, in
order to obtaining the same, it urge Cadbury to determine its
strength or weakness as well as allows them to analyse
challenges for making productive decision to overcome over
those threat and create a positive attitude among customer
toward firm. By this, they can provide high level of satisfaction
and can accomplish their goals in an innovative or creative
manner within given period of time.
Market information: It is the very effective and
attractive role within the organisation's functions in which
manager of Cadbury always able to take decision in order to
manage marketing situation during the launching of new
product within the marketplace. Along with this it also focuses
on the internal or external factor country before investing
money in the form of expansion.
Market preparation: As per this, manager and marketing
leaders always focuses on the marketing activities in order to
determine the unique and effective marketing plan to run the
Cadbury business effectively. With the help of this they can
expand their their business in a proper way. Therefore, it is
always includes in the different offers on product, brand name
promotion strategies in an appropriate manner.
Product designing and thinking: As per this scenario,
marketing functions always concentrate on the new product and
needs of customer's effectively. According to this manager is
responsible to develop effective and unique design and strategy
by using the proper varities of customer's in an appropriate
manner. Therefore, it is the big role in which manager applied
several kind of theories in order to make their company
effective.

Funding: According to this manager is responsible to
make effective and proper budget plan for the company. In
regards with Cadbury, manager always makes effective plan in
order to gain more profit in a proper way.
Roles and Responsibilities of marketing related to the
organisational context.
Marketing refers to a method where a number of activities
are performed in order to attract large number of customers
towards their products and services which will aid them by
enhancing their profitability at the marketplace. In any
organization marketing plays very important role in increasing
the productivity and performance of the company as compared
to rival companies. It includes various functions such as
promotion, advertisement, selling and delivering of product to
their customers. Their main motive is to satisfy the
requirements of consumers. For this various techniques are used
by management team of the company which includes online
promotion, attractive offers, coupons and many more. Along
with this, managers create awareness about the brand, products
and services offered by the company and target potential
customers towards their organizational. But all these activities
are not performed effectively as other functional departments in
the organization are very much interlinked with each other.
Below mentioned points includes description about the
relationship of functions of marketing department with other
departments of the chosen company which is Cadbury:
Marketing and Human resource department: -In every
enterprise human resource department plays very essential role.
One of the main function of a HR department is to select and
recruit skilled and educated person in order to accomplish
organizational goals and objectives effectively and efficiently.
For this, HR manager of the company, recruit right personal
right place at right time to perform their assigned tasks and
duties in an effective manner. Along with this, candidates must
have sufficient skills, capabilities and knowledge so that they
successfully attain organizational as well as personal goal.
Therefore, it is very important for the marketing manager of
company to coordinate and corporate with the HR manager and
HR department of the organization. With the help of this, they
create skilled, trained and highly competent staff which will aid
them to achieve success at the competitive marketplace. In the
present context of Cadbury, Marketing department of the
company, provide information to the general public about the
vacant job position so that HR manager of the organization
select best and suitable candidate from ample number of
applicants. As a result these candidates contributes there share
towards the success and increase profitability and sales in the
competitive market. Therefore, it is very important for Cadbury
to maintain a coordination between both the department and
develop skilled and capable workforce for the attainment of
predefined objectives.
Marketing and Finance department: - Finance is one of the
most important assets for every organization. Funds are required
by every department in order to perform their activities
effectively. One of the major role of finance department is to
organize, control, plan and audit the funds of a company. In
addition to this, Financial manager of a company is responsible
for examining the requirements of funds in every department.

After identifying the requirements it is the duty of finance
manager to provide them required funds in order to perform
their activities and functions in an effective and efficient
manner. In case of marketing department, they requires huge
amount of investment for performing various promotional
activities. Therefore, there are must be effective communication
and coordination between both the department to perform their
assigned tasks effectively. For this marketing manager of
Cadbury communicate their promotional plans and activities to
finance manager so that they can get sufficient amount of
money. In the present context of Cadbury, in order to get
adequate amount of funds on time, marketing managers of the
company share their predetermined tasks to finance manager.
As a result they will be able to perform their task in an effective
manner.
Marketing and Research & Development department: - R&D
department in any organization plays very effective role as they
gather information about the taste, preference, requirements
and needs of customers. With the help of this, marketing
manager of the company develop effective strategies and
policies so that they can provide high quality products and
services to their customers and satisfy their requirements.
Along with this, they can retain their potential customers as well
as attract large number of customers towards their brand.
Therefore, it is very important for both the department to
maintain coordination between them so that they can develop
strategies on the basis of information collected by R&D
department. In the context of Cadbury, it will aid the marketing
manager to develop promotional activities in such a manner so
that they can attract large number of customers towards their
brand. Along with this, marketing manager must coordinate
with R&D department, so that they can identify the
requirements of customers and then formulate policies to attract
large number of customers.
Marketing and Production department: -Major role of the
production department is to manufacture goods and services
according to the requirements of customers. Therefore, it is
important for the marketing manager to coordinate with
production department so that they can produce products which
will attract large number of customers. In the present context of
Cadbury, it is the company well known for its products along
with there promotional activities. It’s main reason is that they
have effective leadership at the competitive marketplace.
Therefore, marketing manager should communicate all these
strategies to the production department so that they can produce
products accordingly. Also, both the department should
communicate effectively while developing promotional plans
and policies.

With the help of above mentioned points it has been
clearly identified that all the other departmental functions are
interlinked with marketing functions of the company. Along
with this, it has also been analysed that all these functions are
very important in order to perform activities in an effective
manner. In addition to this, it will further aid in developing
plans and strategies which will help in accomplishing goals and
objectives of the company as well as ensure high profitability
and performance and gain competitive advantage at the
marketplace. Therefore it is very important for the management
team of the company to maintain coordination with other
departments.
CONCLUSION
On the basis of above stated report, it has been
concluded that marketing is an effective activity which helps
business organisation in enhancing knowledge of their
customers about their product and services in effective manner.
It has been further analysed that marketing department is
directly related to other departments of company which works
collaboratively in order to attain business objectives in effective
manner. It has also been identified that with the changing time
marketing team of businesses are finding out numerous of
alternative methods with which they can easily attain interest of
their targeted customers. The main role of marketing
department in every company is to enhance sales performance
of the company in effective manner. Along with this, these
businesses can also develop new products with the help of
marketing department as they can easily enhance their
knowledge on customers requirement. These requirements can
be further converted into effective product which satisfies
requirements of customers in more effective manner.
With the help of comparative marketing mix analysis,
business organisation can easily find out some of the better
strategies that are being used by competitors and are also
proven as beneficial for the competitors. As a result, this
comparative analysis will help them out in improvising their
business performance in more effective manner. In addition to
this, it has also been analysed that marketing plan of business
organisation guides executives of marketing department to
perform their work accordingly so that their long term goals can
be in less period of time.

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