Marketing Management and Strategies

This assignment provides an in-depth examination of marketing management and strategies within a company. It discusses the importance of marketing in attracting customers and selling products or services at market places. The analysis includes various marketing functions such as promotion, sales publicity, direct selling, and their interrelationship with other business functions like HRM, finance, and operations.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Roles and responsibilities of the marketing functions ..........................................................1
P2 Marketing influences and interrelation with other functional departments...........................3
TASK 2............................................................................................................................................5
P3. Marketing mix to the marketing planning process to achieve business objectives..............5
TASK 3............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan.......................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
It is a buying and selling process. In a company it refers to the activities of buying and
selling with an associated company. It includes advertisement, delivering and selling products,. It
is an activity set of institutions and process of creating, communicating, delivering and
exchanging offerings that have value for customers, clients and society. This process is done by
using marketing channels (Armstrong and et. al., 2015). This report is based on Cadbury, a
British multinational confectionery company. It operates in more than 50 counties. This company
is know for its Dairy milk chocolate but it produce many products like desserts, biscuits,rolls, ice
cream and beverages. It launch different products on different country according country's needs.
TASK 1
P1 and P2 covered in PPT
TASK 2
P3. Marketing mix to the marketing planning process to achieve business objectives
It is process of a mixture of several ideas and plans followed by a marketing
representative to promote a particular product or service is called marketing mix. It is about
putting the right product in the right place at right time and at the right price. The mix have 7P's
for marketing management decision. The marketing mix of Cadbury and the Hershey are
explains the marketing strategies here:
Product
The products of Cadbury are classified according the seasons in the marketing mix. The
product range of Cadbury is pretty large and they make it count. Many Cadbury products are
based on festive occasions like Christmas. There are various Cadbury products like perk,
Bournbille, Oreo, dairy milk etc. due to a large chain of its products, Cadbury is the leading
name of chocolates across the world. Hershey is also a famous brand. It have variety of products,
are available in different shape and size. But it is not much demand-able than Cadbury (Martin
and Schouten2012) .
Price
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Cadbury set the price of their products as per the quality. And provide its products in all
size so it is easy to purchase for the customers. Hershey is a premium barns and charge higher
price compared to Cadbury.
Place
The product of Cadbury is available in the whole world. This way it cover a large area of
market. And the products are available in both urban and rural area. Hershey products are
available on wholesaler clubs, malls and grocery stores.
Promotion
Cadbury has covered a wide range of promotion itself. It use different marketing
promotion channels like advertisement through revisionist, newspaper, radio etc. It use various
kind of tag lines that attract customers. Cadbury celebrations has a major commercial customer
base and it attract more customer by this. Hershey also use different promotion channels but it
did not attract people like Cadbury (Wilson and et. al., 2012) .
Packaging
Cadbury make its products packaging too attributive that customer attract towards them.
And the products are easy to carry cause of of packaging. Hershey product packaging are not
much attractive than Cadbury.
People
Cadbury have its customer in whole world. It operates in more than 50 countries. It had
markets in UK, Ireland, US, India , Canada and Australia etc. and provide products according
the different country's customer needs. Hersheys are not have as long customer chain like
Cadbury.
Physical environment
Cadbury covered all area of words by their products. Cadbury's products are available in
every place rural and urban both. Cadbury is a worldwide name and shows its distribution
channels in every place. And provide its physical presence to the customers everywhere. But
Harsleys is not available in every place like urban and rural (Hair and et. al., 2012) .
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TASK 3
P4. Produce and evaluate a basic marketing plan
Marketing plan is a compressive document that outsails a company's overall marketing
effort. This is start with the identification of the customers needs and how the organisation fulfil
them. It can be used for increasing sales by using different marketing strategies.
Overview
Cadbury is a British multinational confectionery company, established in 1831 by John
Cadbury. This company produced many product but majorly it is a chocolate brand include the
bars Diary milk, Crunchie, Caramel, picnic, Wispa and etc.
Vision
The vision statement of the Cadbury is outlined plans that covers the company's plans for
the next 4 years. Is vision is to align with its core purpose and provide products to the customer
according their testes and deliver returns to their stakeholders (Armstrong and et. al., 2015) .
Mission
Its mission is to working together to crate customer's love toward the brands. They
collaborate and work as teams to convert products into brands.
Objective
The main object of Cadbury is to be the words, biggest and best confectionery company
by develop differentiated products, while exploiting a smart variety, to achieve their profitable
growth in confectioner and beverages.
Segmentation, targeting and positioning
Segmentation
It refers to process of diving market of the potential consumers in to the groups based on
various characteristics. It is divided on the basis of geographic, behavioural, demographic and
psychographic. In context of Cadbury , It use only geographic strategy with place as criteria
(Chaffey and Ellis-Chadwick, 2012) .
Targeting
It target children because its mainly a chocolate company. So by providing different
flavours and size and shape it mainline target children and young age people.
Positioning
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It refers to selection of marketing mix most effective for target consumer segment.
Cadbury uses an adaptive kind of products positioning. It is engaged in periodical re-positioning
of services and products in the basis of changes in segment.
Marketing Mix
Product
Cadbury has market mix that is mainly composed of chocolates. The products thoise
Cadbury provides are beverages, biscuit and chocolates.
Price
The cost range of thyme Cadbury products are reachable to the customer. They produce
products in every size so the middle and lower class people can purchase them easily.
Place
The products of Cadbury are available at both rural and urban areas so they are
enumerates locations where consumers can be access to them.
Promotional
It explains tactics that business uses to interact with consumers . It promote its products
through sales promotion, direction making, advertisement etc. (Hair and Lukas, 2014) .
Marketing Budget
It is an estimated cost amount that will be needed to promote the services and products. It
is a main part of market plan and also a process of marketing.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6500 9000 12500 16000 19000
Investment 15000 26000 30000 14500
Total 6000 24000 38500 46500 33500
Marketing outlay
Promotion 7000 4000 4500 3500 3650
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Sales publicity 2500 2000 3500 2600 3000
Direct selling 4500 3500 6500 3500 4500
Total 14000 9500 14500 9600 11150
Monitoring and controlling
Under this marketing manager monitor whole marketing plan and activities in an
effective manner. If any issue arise in the company they will con troll them and provide solution
( J.F. and Lukas 2014) .
CONCLUSION
From the above mention report it is concluded that marketing plays a big role in
attracting various number of customers and sell products and services at market place. Cadbury
develop better marketing strategies to enhance sales and by competitive benefits. Marketing
process and functions are discussed in above report. The interrelationship of marketing functions
with the other functions of marketing such as HRM, Finance and Operation also discussed in
marketing mix.
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REFERENCES
Books & Journals
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and
practice (Vol. 5). Harlow: Pearson.
De Vries and et. al., 2012. Popularity of brand posts on brand fan pages: An investigation of the
effects of social media marketing. Journal of interactive marketing. 26(2). pp.83-91.
Hair Jr, J. F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Hair, J. F. and et. at., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research.Journal of the academy of marketing science. 40(3).
pp.414-433.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek conference (pp.
17-22). ACM.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kim, A. J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashio brand. Journal of Business Research. 65(10). pp.1480-
1486.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Martin, D. and Schouten, J., 2012. Sustainable marketing (Vol. 1). Boston: Prentice Hall.
Wilson, A. and et. al., 2012.Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Online
Marketing. 2018. [Online]. Available Through :
<https://www.investopedia.com/terms/m/marketing.asp>.
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