Roles and Responsibilities of Marketing Function in Cadbury

This article discusses the key roles and responsibilities of the marketing function in Cadbury, including the different marketing concepts and the importance of marketing in the organization. It also explores the interrelation of marketing with other organizational functions and compares the marketing mix of Cadbury with another organization. Additionally, it formulates and evaluates a basic marketing plan for Cadbury.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function........................................................3
P2 Role and responsibilities of marketing function with other organisational context..........5
TASK 2............................................................................................................................................7
P3 Comparison between marketing mix of two different organisation..................................7
TASK4.............................................................................................................................................9
P4 Formulation and evaluation of a basic marketing plan for respective organisation..........9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The term marketing can be defined as a set of activities that is undertaken by an
organisation for promoting selling, buying and manufacturing of products or service according to
market conditions. Marketing includes selling, delivering and advertising of organisation
products and services to deliver better products and consumers. The main role of marketing is to
formulate an effective market mix that is used for draw the buyer and consumer attraction
towards organisation product or service (Baack, Harris and Baack, 2013). Moreover, this
assignment is written from perspective of Cadbury that is a UK based multi-national organisation
and it is operating and performing their business in confectionery industry. The headquarters of
Cadbury is established in London, United Kingdom from where authorities operate its marketing
function for obtaining better position in market. Further, the report highlights on responsibilities,
roles and inter-relation of marketing function with other organisation. Comparison of marketing
mix of Cadbury with other rival organisation will also focus in this report.
TASK 1
P1 Key roles and responsibilities of marketing function
The term marketing refers to a procedure that creates interest of individuals among the
service and products of organisation. This also provides different benefit to organisation such as
to increase sale of company products. Moreover, marketing concept leads management to take
effective decisions that favour organisational products in market. Some of them are mention as
below:
 Production concept- The term production concept is one of the oldest marketing
orientations that favour organisational products and service which are easily available
and highly affordable (Baker and Saren, 2016). Cadbury is implementing production
concept for manufacturing its oldest chocolate at large level.
 Product concept- The product concept leads the consumer to favour different products
which offer high quality through implementing innovation in organisational products and
services. Cadbury is using product concept to design product according to customer
demand in order to enter into market.
 Selling concept- Selling concept undertakes the idea that organisation products will not
buy by consumers at high level. This also refers consumers or management must focus on

creating sales transaction that is used to enhance sales of products by influencing
individuals to buy organisational products.
 Marketing concept- With the analysis of marketing concept it is identified that there are
various organisational objectives are achieved by management according to the
marketing concept (Clow and James, 2013). In the context of Cadbury organisation is
obtaining better results through implement of marketing concept as it helps to understand
customer demand.
 Societal marketing concept- It is the last concept which is used by management for
implementing marketing strategy which help to deliver appropriate value within the
society. This results organisation is able to complete work with an organised manner as it
helps to gain sustainability in market.
Overview of marketing processes
The term marketing process refers to process of analysing various opportunities that
make better results in market. It is used in making appropriate target market, implement of
marketing mix that map marketing efforts. This is also essential for manager that makes Cadbury
in identifying available opportunities in the market. So it is used in favour for organisation that
make aspect for earn better revenues (Desai, 2013). With targeting customers and offer desired
products, revenue of organisation. Marketing mix and marketing strategies leads an organisation
to acknowledge better position in market for obtaining competitive edge in market.
Roles of the marketing function
 Market strategies- One of the important role that is performed by marketing department
is to implement or develop an effective marketing strategy that leads management to
enhance sale of organisational products. Cadbury marketing function is implemented
through recognising the needs and requirements of target customers. Marketing strategy
also lead organisation to gain formulate first step that leads to achieve first mover
advantage in market. Moreover, marketing also help to generate balance between
organisation function and market needs.
 Monitoring of marketing environment- Marketing process plays an essential role for
an organisation as it leads management to identify new development area within the
market. Moreover, marketing department of Cadbury also leads organisation to develop

new market area that offer better services such as by identifying market trends it leads
management to formulate product according to current market.
 Relationship between customer and organisation- Marketing play an important role
for establishing better relations between buyer and products that are offered by seller.
Cadbury is utilising marketing function for developing confidence to try new product in
market. So it is easy to work according to new product for developing confidence that
shape product as per customer area.
Responsibility of marketing function
 Coordination between business activity- This is the responsibility of marketing
function to complete all work and operations by developing coordination among all
activities (Joshi, 2012). This is also used by making business activity that develop
packaging, purchase, storage and promotion of each activity in order to enhance
efficiency of organisation. The main responsibility of marketing department and its
employees is to coordinate with different department because marketing is a broader
function that will completed systematically through engaging different departments.
 Brand equity- Customers are the main asset of an organisation that leads management to
gain better position in the market. This refer there are various task and operations
performed by management but in present scenario companies are competing with each
other at global level. So individual have numerous option to buy organisational products
thus Cadbury marketing function is responsible for implementing changes that leads
management to establish themselves as a brand in market. Further, in the context of
respective organisation marketing employees hold a major responsibility to maintain as
Cadbury develop organisation as an international brand.
P2 Role and responsibilities of marketing function with other organisational context
This is mandatory for organisation to attain organisational goals and objectives in minimum
time period. There are various functions and operations performed by management of Cadbury
that is leading management to generate balance between all departments to manage all business
operations in a desired manner (Khan and Adil, 2013). It also refers that there are various
functions performed by management which leads to complete all operations towards desired
goals and objectives. Some aspect which relates marketing roles and responsibilities with
organisation are mention as below:

 Marketing and HR- Job of HR office in an association is to recruit and select fit
representatives so authoritative work can be practiced in full productivity. In this unique
situation, HR division is required to promote about empty positions with the goal that
most extreme number of up-and-comers can become familiar with about it. These
commercials about occupation position is circled by showcasing division of Cadbury that
wanted workers in promoting group are employed by HR office. Henceforth, it is
significant for both these offices to work in a planned and bound together way. On the off
chance that these offices won't work in an organized way, HR office won't have the
option to select capable staff and advertising group because of absence of gifted staff
won't have the option to play out their work (Long and Jerath, 2018).
 Production and Marketing: It is the job of creation office in an association to deliver
those items which are sought after by clients. This is the job of promoting office to
recognize about those items which are in more interest with the goal that creation group
in Cadbury can deliver those items in huge amount. On the assumption that creation
group of an organization don't have any thought regarding the requirements of clients and
produce those items which are not popular, deals of organization will be exceptionally
low. Because of this, promoting group assumes a significant job in the exercises which is
performed by creation group. Subsequently, these two divisions are required to cooperate
in order to improve organisation efficiency and capabilities that satisfy customer needs in
appropriate manner.
 Sales and marketing- Job of showcasing division is to recognize the necessities and
prerequisites of clients or commercial centre in an appropriate way. This division
recognize about the inclination of clients and enlighten deals office concerning those
items which are in profound interest. In this specific circumstance, deals division in
Cadbury assembles required items in huge stock and play out their business exercises
(Lovelock, 2011). In the event that promoting division won't recognize deals office about
the necessities of clients, at that point them won't be able to play out their work.
Henceforth, these two offices are interlinked with each other. In the event that one office
out of the organisation than it would not have the option to work appropriately, exercises
of both of these units will get affected contrarily.

 Finance and Marketing- Work of account office in an organization is to deal with all
the assets and incomes of organization. Likewise, spending designation and different
costs are overseen by this office. Showcasing division enables this office in recognizing
about potential financial specialists with the goal that lack of assets will to not be
confronted (Mihart, 2012). To perform business activities in an ideal way, promoting unit
needs capital which is assigned by money group. In the event that account division won't
give cash, it will be hard for marketing unit of Cadbury to perform its operation properly.
Importance of marketing role in an organisation
Marketing plays an important role for the working of a business organisation that
generates procedure for promoting, researching and selling about all services and products which
generate high demand of products. With the appropriate function of marketing it is easy for
management to implement proper attention of customers by offering products that are required
by organisation for achieving better goals (Muralidharan and Raval, 2017). In the last, by
performing marketing functions with systematic approach assist Cadbury to introduce all
products as a brand that decrease sale of rival organisation.
TASK 2
P3 Comparison between marketing mix of two different organisation
Marketing mix is defined as an effective business method that undertake an organised set of
process and action which is used by organisation for introducing company products and services
at a wide area. Comparison between Cadbury and Hershey marketing mix is mention as below:
Basis Cadbury Hershey
Product Cadbury is one of the well-known
organisations that operate business
at global level. So wide range of
products is offered by management
that include Dairy milk, Bournville,
Perk, Oreo and many more.
Hershey is also operating their
business at global which leads to
attract more number of
customers. The major offering
that is provided by Hershey are its
chocolate syrup, milk ready,
noodles and so on that formulate
wide range of product.
Price Cadbury charge high price for its Price of Hershey product relates

products because they are good in
quality (Nicholls and et. al., 2013).
Bournville is an example of
premium range of organisation
products. Further, another products
price is decided by management
according to competitive pricing.
is high that support organisation
to earn good margin for
enhancing company profits. This
also assist organisation to
understand needs and wants of
customers in an accurate manner.
Place In the present scenario,
organisation operates Cadbury
operations in more than 200
countries. Therefore, majority of
Cadbury products exists across all
over the globe.
Organisation is operating there
business at international level so
its products are easily available.
Along with Hershey offer its
products through supermarkets
because individual visit
supermarket on frequent basis.
Promotion There are numerous tactics
followed by organisation which is
enhancing its business size through
promoting company products.
Celebrity endorsement is an
effective technique that is used by
Cadbury to promote its products.
From the perspective of Hershey
print and digital media both
techniques are implemented by
organisation for promoting
products as it help management to
approach customer at large base.
Process Process play and important role for
Cadbury to deliver its products in
different areas. From perspective of
operational efficiency management
is also aware about its products that
help to approach process at regular
basis.
Hershey used process which is
used for satisfying company need
in an efficient manner
(Ogunmokun and Hsin Tang,
2012). Moreover, there are
various geographical areas is
covered to distribute products
with help of retail organisation.
People Organisation is treating there
employees as an asset because it
Hershey treat their stakeholders
specifically customers and

leads management to accomplish
organisational goals in an effective
manner. Monetary benefits are
provided by Cadbury to enhance
motivation of employees.
employees with more priority.
The demand of customers is
fulfilled properly through
enhancing employee’s skills.
Physical evidence The main physical evidence from
perspective of Cadbury is
established in UK. This help to
reach towards company products.
Within context of Hershey the
decided physical evidence for
approaching products through
online sources such as E-
commerce platform.
TASK4
P4 Formulation and evaluation of a basic marketing plan for respective organisation
The marketing plan work as a formal document that leads management to complete all work
according to decided strategy in order to complete all work and operations in an organised
manner. There are various benefits gained by management with implementing right and effective
plan such as to introduce new product which enhance product portfolio and profits for
organisation (Pappas, 2017). Cadbury is focused to introduce new product in health drink market
that is filled with minerals and vitamins for enhancing organisational profits.
Executive Summary
Cadbury is British organisation that is performing their operations in an international
market and with offering better quality of product Cadbury hold top position in confectionery
industry. The headquarter of respective organisation is situated in London from where
organisation manage its work within 50 nations. Cadbury is already known for its different
products such as dairy milk chocolate, borunville, crème egg and many more. In the context of
new product Cadbury is focused to introduce health drink that is enriched with minerals and
vitamins and it support an individual for gaining high energy. Marketing plan from perspective
of new product is mention as below:
SWOT analysis

This work as a strategic business tool that allow organisation for identifying organisation
strength, threats, weakness and opportunities which helps company to provide tough competition
by formulating an effective strategy.
Strength
 Organisation is a well-known market
leader that provides large number of
products which all are accepted by
customers. So new drink also get
support from leadership position of
Cadbury.
 Goodwill and brand value of Cadbury
is too high so it provides benefits to
management for introducing new
product in effective manner.
Weakness
 Due to already exist large number of
products it is complex for management
to manage and control new products
(Rossi, Allenby and McCulloch, 2012).
 The price decision decided by
management for its new products create
complexity for Cadbury to launch its
new products with fair price.
Opportunities
 Organisation is enhancing their
presence of product in the rural area
which helps management to enter into
new market with new products.
 With online platform it is easy for
management to approach more
customers and also for promoting
products at large level.
Threats
 The cost to introduce new product and
also its manufacturing is high in cost
that is generating challenge for
organisation to manage its operational
cost.
 Mars, Hershey and Nestle are some
major rival organisation that is
impacting on market share of Cadbury.
On other side, local competitors are
also impact on Cadbury business so it
work as threat for organisation.
Objective
Business objective leads an organisation to decide goals which must be accomplished by
management in the upcoming years. Some of the objectives that are achieved by organisation are
mention as below:

 The objective Cadbury is focused to enhance its product portfolio by introducing new
health drink for making its presence stronger with 25% by entering into new sector.
 Another objective of organisation is to enhance overall performance that leads
management to increase its profits with 5% on each quarter basis (Silberschatz, Galvin
and Gagne, 2014).
 With planned objective of increasing market area with 20% organisation is focused
implement participative leadership style to attain better position in market.
Strategies- STP is implemented by management for introducing new product in an organised
manner.
 Segmentation- There are various ways exist to divide the market share for company
products but Cadbury introduce it product among different market by segmenting the
products which leads organisation to enter into large area through designing its drink
according to the demand of customers.
 Targeting- The target market area for organisation is to enter into new market through
targeting individuals who are focused towards healthy drinks and products. Along with
this teenager and youth specifically 16 to 25 age individuals are targeted by
management because they consume energy drinks on regular basis.
 Positioning- For introducing and positioning new product in the market. Organisation
manage is focused to promote its products with help of social media. This is also used
by management to make better initiate by providing sample about new products to gain
response of customers about products (Simkin and Dibb, 2013).
Marketing mix
This is used by management for estimating performance of organisation through
introducing its product within the market through using marketing mix tool. Some essential
aspects of selected tools are mention as below:
 Product- The product range of Cadbury is increased by management through launching
new health drink that is filled with minerals and vitamins.
 Price- Cadbury is focused for planning its products according to competitive price in
order to enter into market with smooth manner.
 Place- Supermarket, malls, restaurant, shops and online shopping sites all are used by
management for placing new drinks.

 Promotion- Social and digital marketing strategy is used by management for promoting
new drinks at a large level (Silver and et al, 2012).
 Process- Six sigma methodology is implemented by management to complete process of
new drinks that leads organisation to obtain better position.
 People- Managers provides special training to all staff member and its employees in
order to add more value in organisational products and services.
 Physical evidence- Free samples in malls and huge discount in supermarket leads
organisation to generate physical evidence for new product.
Cost- The total operational cost for the new organisational product is mention as below:
Particulars Amount (€)
Marketing 12000
Personnel 10000
Equipment and resources 11000
Raw materials 14000
TOTAL 47000
Monitoring and controlling- For monitoring and achieving the operations of organisation
related with new health drinks is controlled through the technique of balance scorecard. The
main purpose to implement the method of balance scorecard is to match the organisational
objectives with strategic plans that match organisational efforts with desired outcomes.
CONCLUSION
In the last, from the summary of above report it is concluded that organisation achieve
high business growth through performing each operation and function in an organised manner
through implementing marketing function. There are various roles and responsibilities exists that
are performed by marketing department and staff of a business for completing its work according
to customer need. Further, the inter-relation of marketing functions with other departments leads
lead management to add more value in organisational products. In the last, marketing mix and
marketing plan is formulate for attaining business objective with in minimum time period.

REFERENCES
Books and Journal
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
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).
Joshi, M., 2012. Essentials of marketing. Bookboon.
Khan, M. N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
Long, F. and Jerath, K., 2018. Dynamics in Textual Content and Ratings in Online Product
Reviews. under review at Journal of Marketing Research. 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.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Nicholls and et. al., 2013. Ethics, corporate social responsibility, and sustainability education in
AACSB undergraduate and graduate marketing curricula: A benchmark study. Journal
of Marketing Education. 35(2). pp.129-140.
Ogunmokun, G. and Hsin Tang, E.C., 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.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
Silver, L and et al, 2012. The essentials of marketing research. Routledge.
Simkin, L. and Dibb, S., 2013. Marketing essentials. Cengage Learning EMEA.Wirtz, J.,
Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's enterprises.
Journal of Service Management. 25(2). pp.171-194.
William, K. and Zikmund, B.J., 2012. Essentials of marketing research. London: Cengage
Learning.
Yadav, S. K., Khandelwal, U. and Tripathi, V., 2017. Determinants of Green Purchase Intention:
An Empirical Study in India. International Journal on Customer Relations. 5(2). p.42.
Online
Functions and Responsibilities of Marketing Manager. 2016. [Online]. Available
through:<https://www.gktoday.in/gk/functions-and-responsibilities-of-marketing-
manager/>.