Marketing Mix and its Application

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This assignment delves into the concept of the marketing mix, examining its historical development and contemporary relevance. It analyzes the core elements of the marketing mix, including product, price, place, promotion, people, process, and physical evidence. Students are tasked with understanding how these elements interact and contribute to a successful marketing strategy. The assignment also encourages critical thinking about the application of various marketing tools and techniques in real-world scenarios.

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Marketing Essentials

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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of the marketing functions..............................................1
P2 How roles and responsibilities of marketing relate to the organisation.................................4
TASK 2............................................................................................................................................6
P3 Compare the ways that different organisation apply marketing mix to planning process.....6
TASK 3..........................................................................................................................................10
P4 Produce and Evaluate a marketing plan for an organisation................................................10
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14
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INTRODUCTION
Marketing play crucial role in the modern business firms as it is an effective tool which
support in understanding of market situations, customers demand, building good relations, drive
appropriate market strategy and provide best quality to the consumer so that long term benefits
can be achieved. Marketing is a set of activity where buy and sale of goods and services in the
marketplace. It is an essentials for the firm as they can create awareness among targeted
audiences with the helps of effective marketing and also adopt several tools or technique to
accomplish specific goals or objectives in better manner (Desai, 2013). This report is based on
CADBURY firm which is British multinational company. It deals in confectionery products
including Dairy Milk Chocolates, Roses selection box, The Creme Egg, Cookies and many more.
This assignment will explain the key roles and responsibilities of marketing functions. It also
define that how roles are interrelate with an organisation. In this report explain the comparison of
ways which different firms that apply marketing mix to the planning process for the purpose of
achieving set goals or business objectives. It will produce a basic marketing plan for the
company.
TASK 1
P1 The key roles and responsibilities of the marketing functions
Marketing is the process in which defined various activities such as manufacturing,
selling, delivering and buying of specific goods or services. It is very helpful tool for every firm
as they can increase their sales volumes by creating awareness among people in an effective
manner (Durmaz, 2011). In this consider the management process which helps in managing
business operations. This is an effective tool that company usually adopt for analysing market
situations, conditions, customers demand for particular products, their purchasing behaviours,
competitors and many more by proper research so that company make better decisions regarding
manufacturing of goods or services for satisfying consumer needs or wants as well as meet their
desired expectations.
Marketing department play several roles and responsibilities for developing the business
organisation as they always focus on find best opportunities and grab so that set goals or targets
can be achieved. CADBURY is one the most popular confectionery brand that always bring new
ideas and make variety of flavour or different tastes of products to provide best experience to the
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customers. Marketing functions is very helpful because it play vital role in the firm by having
various roles and responsibilities including marketing plan, conduct research or survey, planning
and developing of products, uses of promotional tools, customers services and relations, sales
process and financing. There are defined some environmental factors that have major impact on
marketing such as combination of internal and external that affects on the sales of company
products.
Internal included owners, employees, material and machines that can be effects on the
business operations as arises conflicts, barriers or created problems inside of firm. Therefore,
effective strategies must be formed within an organisation to resolve issues or problems (Forte,
2012). External factors involved demographic, economic, social cultural and technological that
affect business from outside. So that company consider all these forces while making marketing
decisions.
Functions of marketing: Strategy: This is the major function of marketing in the firm as they have to consider for
formulating plan and create appropriate strategies to achieve business goals or targets.
Marketing department take responsibility to increase growth of the firm among
competitors as well as build reputations through effective strategies (Clow and James,
2013). These are very beneficial for developing business as there are lots of competitors
available in the market who focused on adopting better strategies and achieve competitive
advantages in more appropriate way. Therefore, it can be said that strategies must be
formulated in better manner for attaining targets of the firm. Research: This is an another important tool that support in analysing or examining
particular market. Marketing department have responsibility to conduct survey or
research and gather information regarding demands, needs and wants of customers,
competitors, current trends of market so that best opportunities can be identified and grab
those to get succeed (Fazlollahtabar and Aghasi, 2012). This method helps in
understanding the particular needs or market and target audience and make appropriate
products or services to satisfy customers needs for the purpose of achieving growth and
long term success. Product development: In this defined that marketing department is responsible for
finding needs or requirement to modify existing products or develop new products in the
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market with the help of internal as well as external team for developing specific items. In
this, department consider the forecast and actual sales to identify the gaps in the range of
products for achieving set goals.
Communications: Marketing department focus on adopting new tool or techniques for
providing information so that maximum customers can be targeted towards company's
goods (Fırat, 2013). They make an appropriate strategies for promoting products or
services in the market including effective advertisements, campaigning, social media,
email marketing, promotional tools for covering wide areas of market. Several companies
make aware to customers through their official websites, building blogs, leaflets,
brochure and many others to reach at potential customers.
Roles and Responsibilities of Marketing functions:
CADBURY firm is a famous company that deals in selling confectionery goods at the
marketplace. It covers wide area of international market by delivering various varieties of
Chocolates to the customers (Gertner, 2011). Marketing department play crucial role in
developing the Cadbury brand among competitors as they have formulated different strategies
for achieving growth by considering communication procedures, distribution channels, financial
functions, selling of products and promoting those in the market so that maximum customers can
be attracted and make them loyal in an appropriate manner. Here are some specific roles such as; Finance: This is a major role that marketing department have to perform in well manner
as they analyse particular budget regarding various activities and provide proper finance
as per the requirements for promoting goods or services in the marketplace. It is
backbone of the business so without financial services, marketing activities cannot be
run. Therefore, marketing manager of CADBURY firm always consider the entire
functions and ensure about products which not get old and also sale those on time with an
effective manner. They focus on getting higher returns by utilising available funds. Channels of distribution: this is an another necessary decisions that marketing team
makes for delivering their stock or goods to the target audiences (Hamilton, 2011). They
take decisions that how their goods will be delivered for satisfying consumer demands
and needs in an appropriate manner. It must be necessary to find suitable ways for
distributing products therefore, CADBURY always focus on using effective channels of
distribution by adopting best tools or methods in systematic process.
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Price strategy: Marketing department also defined products price and costs so that
appropriate outcomes can be get. They formulate strategies and take pricing decision that
must be affordable for consumer so that they can satisfy their particular needs or
demands. It is related with environment aspects because factors can affects on the sales of
firm. Strategies can be based on competitors and factor of productions as well.
CADBURY make charges of their products in right manner so that number of customers
can be attracted, it can affects on the consumer buying behaviour and decisions. Promotional tools: There are number of methods or techniques available that companies
adopted for promoting their business in the market (Joshi, 2012). CADBURY company is
also give first priority to the promotional tools for providing information to the target
audience regarding particular products by using form of advertisements, commercial ads
and internet marketing to create better awareness among customers.
Management of products and services: marketing department of Cadbury firm play
several roles and responsibilities within the firm for creating best confectionery items and
capture market by satisfy customers. They focus on customers needs or their desired
wants as they conduct survey or research for analysing target audiences regarding any
particular products. It will support in finds their tastes, preferences, choices and
expectations from confectionery items in very appropriate manner.
P2 How roles and responsibilities of marketing relate to the organisation
Marketing is very useful tool that always helps in creating good brand image among
competitors so that competitive advantages can be achieved. In this involved various functions
and activities that must be performed by marketing department as they look for good
opportunities and ways for developing business in the environmental crises or any
circumstances. It is helpful techniques that support in achieving set goals or targets by adopting
best strategies as their main purpose is to generate profits and sales volume in an efficient
manner (Adil, 2013). In this consider different activities such as market segmentations, target
and positioning, advertisement tools and many more for business development and running it in
smooth manner.
In the CADBURY company, marketing manager perform number of duties or
responsibilities for making better decisions regarding products development, produce appropriate
items and compete with several competitors. They focus on promoting goods or services by
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analysing environment by conducting survey or research. It also support in defined customers
tastes, choices, preferences and competitors and current market situations so that better decisions
can be made regarding company's products or services in right manner. CADBURY company
undertakes quality of their goods for customers health and safety which helps in maintaining
relationship with people for long term growth achievement. It can be seen that competition are
increasing day by day as many firms are focusing in developing their business by creating
customer demand in the market (Khan, 2013). Therefore, CADBURY's research and
development department is trying to find best flavour to provide different experience or tastes to
their customers. They always adopt suitable strategies and tools or techniques such as adding
more flavours in existing chocolates, launch new cookies and chocolates and provides other
products apart from confectionery to the target audiences in an effective manner.
There are various roles and responsibilities of marketing functions of CADBURY that
support in achieving competitive advantages in better ways such as; Market research: As per the above information, it can be said that research is beneficial
tool for every firm that support in gathering data or information about particular market
and its situations so that products and services can be promoted. It support in identify
customers needs or wants, market conditions, current trends and strong competitors of
confectionery brand so that better products can be produced or developed in more
appropriate manner. CADBURY generally analyse market or new environment while
expanding business at another country by conducting survey or research. Transportation: This should be effective as company required to make better decisions
regarding distributing or delivering goods by using best transportation method.
CADBURY also focus on choosing suitable way for distributing products so that they
can reach at potential buyers and satisfy their needs or wants in ans appropriate manner.
They use strategy as Just In Time (JIT) for proper transportation so that time and costs
can be saved by using this method. Qualitative goods or services: It must be necessary to make good positions in the market
as this is an important aspects for creating more customer demand and attracts them
towards company (McDaniel, 2011). CADBURY firm is dealing with confectionery
items so they are focusing in using best quality of material and effective process by
considering quality of products. They use Total Quality Management system for
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achieving set targets or goals of the company. This can be support in building strong
relationship among target audience for attaining long term benefits. Risk assessment factors: It is genuine to every firm that occur any risks or uncertainties
while running an organisation. Therefore, CADBURY focus on making better decisions
and take corrective actions in the case of risks as they formulate appropriate strategies
and use suitable method so that company can survive from these uncertainties in efficient
manner. Product development: It is related with product life cycle as how it becomes decline as
well as reach at maturity level as per the time or strategies (Lamb and Hair, 2011).
CADBURY is leading international market in the confectionery industry so they are
launching new flavour of chocolates and cookies for competing with competitors. Human resource: This is an important function and department of every firm which
manage entire business operations by performing their tasks or work in an effective
manner. Human resource manager of CADBURY firm take responsibility to manage
entire workforce by motivating and enhancing skills or knowledge of employees so that
sales and revenues can be generated. Manager prepare a proper marketing team by
providing training and development programmes, conducting learning sessions so that
sales can be increased. HR manager focus on recruiting high skilled employees who are
able to bring innovative ideas and advertisement for promoting goods or services.
Customer services: It is an essentials for developing business, therefore company always
try to satisfy customers by providing good quality of products or services (Bengart,
2016). it is main responsibility of marketing department to sell best goods and services as
before and after sales. CADBURY consider customers demands and complaints so that
they can meet their desired expectations.
TASK 2
P3 Compare the ways that different organisation apply marketing mix to planning process
In this defined that marketing mix is an essentials for every business firm which support
in developing business and promote products or services in an effective ways. In this included
several elements that are helpful in formulating strategies to achieve predetermined goals or set
targets of the firm. Marketing mix included 4ps and 7ps which are applied for making
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appropriate decisions regarding adoption of strategies so that competitive advantages can be
achieved. Cadbury firm focus on creating huge awareness to capture the market so they use best
tools or techniques for promoting business as well as products (Lehmann, 2016). It is the
confectionery company which deals in selling Creme Egg, Cookies, Chocolates and many more
at marketplace.
The marketing mix is best tool for creating best position in the market by considering its
elements while making business decisions. There are more companies available who applied
marketing mix in several ways. The comparison of CADBURY and McDonald's as how they are
applying these tools within the firm for achieving growth (Wang, 2015). Both firms are food
companies but deals in varieties of products so their strategies are also different for occupying
effective position among competitors.
Marketing mix
tools
CADBURY McDonald's
Product Products can be defined any items
that serve by company to the
customers. CADBURY is selling
McDonald's is a food restaurant
which are available at various place
or countries in the world. It serve
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Illustration 1: Marketing mix 2017
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number of confectionery products
including, Chocolates, Biscuits, bars,
crème egg, desserts and ice cream at
the marketplace.
number of food items such as
burger, French fries, hamburgers,
cold drinks, milk shakes, cold as
well as hot coffee in their store.
Price It generally refers to the amount that
are paid by people for getting service
and foods (Lin and Li, 2015).
CADBURY is charging less amount
of price of its products as it sale
chocolates for pound 2 in the UK. It
can be said that they use various
pricing strategies such as market
penetrations, cost leadership and
competitive pricing for products.
McDonald's is a large firm and its
size is wide because it is a food
restaurant. So they charge high
price over their products because
they serve more luxury facilities
such as air conditioner, sitting
arrangements, mineral waters and
wash rooms along with serving
food items. Therefore, they charge
high price by using strategies of
cost of production or preparing
food.
Place It is concern with particular area or
locations where goods and services
are transferred. CADBURY is
leading international market so it has
covered wide market. They are
focusing in using best tools or
techniques for covering areas as rural
and urban because it has large
distributions networks.
McDonald's is very famous food
restaurant as it provide various
items and products to the
customers. Therefore, they targets
only big cities or developed areas
because they do not consider rural
people due to high charges of
products or expensive foods.
Promotions In this defined various tools or
techniques for promoting particular
business or products by considering
advertisements, or media channels
etc. CADBURY focus on developing
McDonald's is a food company or
restaurant so they are not
considering more promotional
activities (Lovelock, 2011). They
spend very few amount for their
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business by promoting products as
their main aim is to provide
information regarding products to the
targets audiences so they consider
TV, Commercial ads, posters,
hoardings, billboards and brand
ambassador by endorsing celebrities
to attracts more customers.
advertisements so that information
can be provided to the customers.
They use commercial ads, TV and
offers attractive scheme to the
targeted audiences.
People In this firm, every individual perform
their tasks in well mannered to
achieve set goals or targets.
CADBURY give priority to its
stakeholders such as employees,
customers and suppliers for running
business (Mihart, 2012). They try to
make appropriate workforce and
provide training or learning to
employees for enhancing their skills
or knowledges for increasing
productivities.
McDonald's focus on quality of its
food items and they keep proper
transparency among people. Their
main aim is to provide best quality
of goods or services by considering
safety and security major related to
health.
Physical evidence This the main component of
marketing mix in which defined
several physical resources.
CADBURY provide goods by
considering appropriate
transportation facilities for covering
huge market.
McDonald's is kind of restaurant
that have various facilities
regarding physical resources as
they serve more facilities as
compare to CADBURY. They are
spending more amount of money
for serving effectively (Tang,
2012). In this included cleanness,
better environment, proper sitting
arrangements, mineral waters,
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clean wash room and air
conditioner while providing goods
or services.
TASK 3
P4 Produce and Evaluate a marketing plan for an organisation
Marketing plan is generally defines as the planning of the promoting particular goods or
services in the market by considering organisational missions, visions, aims or objectives,
budgets and strategies etc. it is necessary to formulate effective plan as per the time for the
purpose of dealing with new market (Ogunmokun, 2012). There are different attributes involved
for making appropriate marketing plan of CADBURY which are as follows;
Vision of Cadbury:
"Working together to create brands people love"
It implies that management focus on working within a team for producing effective goods
or services so that people will love the brand.
Missions:
"Says simply, 'Cadbury means quality'; this is our promise. Our reputation is to built upon
quality; our commitment to continuous improvement will ensure that our promise".
It defines that there should be effective collaboration and cooperation for creating quality
of products. Their main aim is to satisfy customers in well manner by providing high quality of
goods or services.
Objectives of Cadbury;
There are defines some blue print of the plan which provide proper frame work to the
company for developing as well as growing fast in an effective and efficient manner
(Papasolomou and Melanthiou, 2012). Here are objectives of the Cadbury firm such as;
The main aim of this firm is to become a world's largest confectionery company and lead
international market.
To manufacture variety of chocolates and confectionery items.
Focus on quality of products and items.
Create and maintain brand as well as positions at the global market.
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Make strategies for expanding business at the global level and open various stores.
SWOT Analysis of CADBURY:
Cadbury is already an established brand in this world and maintaining their competitor in
great manner too. Even though the company is also handling different criteria of environment
even though the firm is having large research team which do help them to make proper strategy
and decision which do help company to attain their goals and objectives too.
Strength Weakness
Cadbury is having an established brand
over the last so many years in better
manner.
They are having great market share it is
having almost around 70%.
Even though they do set the prices of
their product according to the market
scenario.
They do have an aggressive marketing
in comparison to other firms too.
Chocolates are those which bring dental
problems which somewhere reduce the
sales of product (Pike, 2015).
Firm is having an little penetration in
somewhere the rural sector too.
In comparison other product is having a
better international experience too.
Opportunity Threat
Cadbury is such which do increase the
share with the targeted acquisition and
help them to earn higher profit too.
Moreover having an innovative un
captured market which do affect the
working of company.
Cadbury is having an cut-throat
competition with other brands too like
Nestle.
There are various chances of
international brands which do affect the
working and decision too (Silver,
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2012).
Cadbury has and having an negative
publicity and the controversies as well.
Even though SWOT is such which help company to know their strength and weakness and to
take correct steps according to that only. keeping in knowledge and working according to such
always make them to attain higher profit and productivity too. Opportunity has to be utilised by
them in better manner and need to work over threat which affect their working as well.
PEST Analysis:
Apart from these, it is necessary to analyse internal and external factors of environment
that can affects on the business firm. Manager have responsibility to examining or screening
particular market environment and form better strategies so that desired outcomes can be
achieved. It is an essentials for the firm as they can maintain or manage the growth or
sustainability by considering several forces in the market. It can be understand by taking PEST
model which will support in making effective plan. These are as followings; Political: There are various rules, regulations and policies in different countries related
with politics. Therefore, political situations are different in all countries. In this includes
some major factors such as political stability, tax policy, employment laws etc. which has
direct impact on the business operations (Wirtz, 2012). Cadbury has covered various
countries so it must be required to consider all factors while operating business. Economical: This is one of the factor that must be considered by an organisation as
sudden change in economic policies can hamper the proceedings of a company.
Therefore, it is necessary that Cadbury make a backup plan so as to minimise the risk in
an appropriate manner. According to a survey it has been evaluated that the company was
facing problem in earning profits because of the variations in tax rates in different places. Social factors: Organisation must evaluate the places where they want to establish their
business in order to know whether the product will gain maximum profit or not. Apart
form this, it includes some of the factors like population growth rate, income etc., choices
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and preferences are the two other factors that must be considered so that their
organisation can move in forward direction.
Technological factors: With the change in course of time new tools and technologies
have make the life of people easier. Company can now manufacture more and more
products in limited period of time and this is enabling them in delivering their products
right on time. Other than this, it is helping them in making best quality items (Woodside,
2015). For filling the chocolates in pouches they are using patients and pathogen system
which is assisting them in making the commodity more secure in terms of packing.
CONCLUSION
From the above mentioned information, it can be concluded that marketing is essential
tool for the each and every business success. This technique assist to manager in order to attract
large number of customer base in limited time duration. There are different concepts and tools
are used to introduced new products and services in marketplace. Role of marketing function
support the administrator to identify their product price, distribution, promotion and many other
aspects. Different departments of organisation and marketing functions are interrelated with each
other to accomplish their predetermined goals and objectives. 7P'S of marketing mix is also
beneficial for the CADBURY to innovate their all goods and services to the customers.
Marketing plan is also a best part of the business to analysis their all internal as well as external
information in a systematic manner.
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REFRENCES
Books and Journals
Bowie, D., Paraskevas, A. and Mariussen, A., 2014. Technology-driven online marketing
performance measurement: lessons from affiliate marketing. International Journal of
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Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
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Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
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Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lehmann, S. and Bengart, P., 2016. Replications hardly possible: Reporting practice in top-tier
marketing journals. Journal of Modelling in Management. 11(2). pp.427-445.
Lin, H. H., Li, H. T. and Wang, Y. S., 2015. Permission-Based E-Mail Marketing Websites
Success: An Integrated Perspective. Journal of Global Information Management
(JGIM). 23(2). pp.1-23.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Silver, L. and et. al., 2012. The essentials of marketing research. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
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Woodside, A. G., 2015. Iconic studies relevant for research in marketing and the Journal of
Global Scholars of Marketing Science. Journal of Global Scholars of Marketing
Science. 25(3). pp.259-278.
Online
Marketing mix tools 2017. [Online]. Available through:
<https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
marketing-mix---from-4-p-s-to-7-p-s>.
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