Marketing Essentials and Planning

This assignment delves into the world of marketing, covering essential concepts such as market research, marketing mix, and promotional activities. It also touches on marketing planning, which is crucial for effective and efficient marketing activity. The assignment is a treasure trove of knowledge, providing students with a solid understanding of marketing principles and strategies.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Role of marketing with functional units............................................................................1
P2. Different types of organisational functional areas...........................................................3
P3 Comparative discussion of marketing mix........................................................................5
P4 Market plan.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing essentials refers to those components which are necessary to be considered
while carrying out appropriate promotional activities. There are various factors that are
compulsory to observe, analyse and evaluate to conduct marketing events in order to maintain an
image and value of brand in the competitive market (Baines, Fill and Page, 2013).
It provides support to boost up productivity as well as profitability of an organisation on
regular basis. This report is based on Cadbury which is a British multinational confectionery
company that provides dairy milk chocolate, crème egg and many other confectionery goods.
This assignment will discuss about roles of marketing and their relation with other functional
units. Use of marketing mix and an accurate market plan is also defined below.
MAIN BODY
Marketing can be described as to conduct various kinds of promotional activities to
promote a product and maintain goodwill of brand in market. This report is based on Cadbury
which was founded by John Cadbury in 1824 and is a global organisation. It has around 71657
staff members and has various stores. It has an effective and peaceful working culture which
beneficial for company.
P1 Role of marketing with functional units
Marketing refers to those procedures or events which are mandatory to be conducted in
an appropriate manner to generate better outcomes. There are different types of functions that
are also carried out in an organisation to promote brand more effectively as well efficiently.
Different sections are established in Cadbury for separately organise all functions to get better
outputs. These departments are interrelated amongst each other including marketing. All the
functional units are mandatory to be fulfil their roles properly along with establishing co-
operation with other departments in company (Khan and Adil, 2013) .
A brief description about these functional sections is given below.
Distribution (Channel management):- This can be described about the distribution of
product in at various stores situated at different locations so that people can easily purchase their
goods as per requirements. Cadbury is needed to make sure that products should be available
every time on stores or branches from where people can easily buy them. Marketing activities are
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helpful to know about that market place where product's demand is very high and amount of
goods to be distributed at different distribution Channels.
Product (Service management):- This can be defined as final good which is ready to
sell to clients for completing their need and demands as well. Production department of company
should be manufacturing any product according taste or preferences of customers to attain their
satisfaction (Brassington and Pettitt, 2013). Marketing department of Cadbury helps them by
providing information about desires of people which facilitate to produce n appropriate service
that can b render to consumers.
Pricing: - It is all about to make an accurate decision about to fix price of any product
through considering essential factors which are important. It is necessary to observe and analyse
cost of manufacturing, profit and budget of customer to decide an appropriate price of service.
Marketing section informs about client's preference at specific budget then pricing of goods in
Cadbury should be done in correct way.
Promotion: - This is a basic activity which is considered into marketing department of an
organisation. It is beneficial process which helps to promote any specific brand or product. This
will facilitate to increase productivity as well as profitability. Cadbury have to conduct
innovative events to attract more customers along with retaining the current ones to achieve
better outcomes. Several creative trends are introduced in the market which are necessary to be
identified and then implement few changes into promotional activities to gain desired outputs.
Selling: - The term Selling is all about to conduct selling process in more effective as
well as efficient way to convince people so that they will buy particular product. Cadbury must
establish a strong marketing team to complete target of sales in time
Financing: - This can be described as an important section of an organisation which
deals with funds and capital (Cleverley, 2017). They have a target to maintain the inventory of
several activities Marketing events of Cadbury are required to be conducted but they have to
consult with finance department for budget of marketing.
Marketing Information System: - This refers to an essential system in which marketing
data that is formally gathered, stored, analysed and distributed to managers to fulfil regular needs
to conduct desired procedures. Cadbury should establishan effective marketing information
system to render appropriate knowledge to carrying out required events for attaining better
results.
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P2. Different types of organisational functional areas
There are different types of functional units which are established to conduct desired
procedures in an organisation for effective and efficient manner. This facilitates to improve
outputs on regular basis in terms of productivity and profitability of an organisation.
Cadbury have to focus on various functional areas which are relevant to marketing are as
follows:
Customer services: - This can be defined as to provide an appropriate service to
customers as per their desires (Clow and James, 2013). It is necessary to observe and analyse
needs or demands of people and consider all these factors while manufacturing a particular
product It is mandatory to earn satisfaction to make them a regular to brand and then they will
automatically become loyal Cadbury have to fulfil preferences of people in terms of price and
quality of service which facilitate to increase goodwill of brand in front of competitors at market
trends and competition.
Distribution: - This can be described to make decision about appropriate channels to
distribute bulk of product at various stores or branches of an organisation. It is necessary to
identify demands of goods through marketing events in different areas and then distribute as per
requirements. It will facilitate to make product available at several stores so that customers
become able to complete their desires. Cadbury have analyse actual needs and preferences of
clients then render accurate services to people for improving number of consumers of brand.
Finance :- The term finance simply means about to maintain funds and money of
company in order to allocate it for carrying out various kinds of functions in company to achieve
desired outputs on daily basis properly (Desai, 2013). Every modification or any other thing that
is needed to be applied in an enterprise requires funds then it is compulsory to balance financial
assets to run business successfully. Cadbury have to maintain their capital to conduct several
procedures such as marketing events. It is necessary to balance funds so that in case of facing
sudden problem, company become confident and comfortable to solve for avoiding possible
losses properly.
Human resource :- This refers to work force of an organisation which is mandatory to
be manage properly by allocating tasks as per their field of expertise. It will facilitate to earn
better outcomes on regular basis and they will perform more interestingly and efficiently.
Employees relevant to marketing are required to trained so that they can achieve their targets in
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appropriate manner. Cadbury is required to make workers more efficient by rendering learning
programmes to improve their skills and abilities which help to increase regular productivity.
Marketing :- The term marketing refer to carrying out various type so promotional
activities in accurate way to promote a product or brand (Dibb and Simkin, 2013). It will help to
make people aware about goods and new implemented modifications and improve goodwill
particular organisation. Cadbury is required to use several innovative marketing processes to
attract new clients and increase brand value in market. Marketing team of this organisation
should be much effective to increase profitability in correct way.
Sales :- This can be explained as to conduct sale of product or services in more effective
as well efficient manner for creating desired outcomes on regular basis. Product is manufactured
to sell for providing them to customers and attaining desired profits for an enterprise. It is all
about to conduct an appropriate effort by marketing group to make client convinced so that they
will buy product on regular basis. It is also mandatory to complete commitments regarding
quality or features of goods to customers. Cadbury have to focus on this fact to sell product with
loyalty and render proper characteristics in the same.
Production :- The term production can be explained as to manufacturing or any desired
product or services in bulk on regular basis to fulfil needs and demands of customers properly. It
is important to produce goods as per needs, wants and demands of clients to satisfy them which
help to achieve better goals or objectives of company. Cadbury is required to conduct production
process in more effective manner to gain desired outcomes on regular basis.
Research and development :- Marketing team has a responsibility to conduct an
appropriate research to determine changing trends of market and modified demands of people
ion regular basis (Durmaz, 2011). It is necessary organise an effective search section to
determine several innovative techniques or concepts to be implemented which facilitate to render
more accurate products to customers. Cadbury can apply several changes into strategies or
policies to improve efficiencies of firm to get desired productivity as well as profitability.
Administration :- This can be described as to manage different types of activities and
departments of an organisation by observing, analysing and evaluating overall organisational
functions properly. Administration is all about to monitor overall aspects that are going on within
an enterprise on regular basis including each and every procedures and results. Cadbury have to
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establish an efficient administration section which helps to determine overall threats and suggest
to focus on required areas to improve profitability of an organisation.
ICT :- This can be described as to a beneficial system which helps to communicate easily
and properly in company. There are various kinds of information and guidelines which are
necessary to be conveyed to each and every staff members to conduct essential activities.
P3 Comparative discussion of marketing mix
Marketing mix can be described as to those tools which are beneficial to any business to
attain desired goals and objectives in accurate manner in terms of improving regular outcomes
(Fazlollahtabar, Aghasi and Forte, 2012). Basically, it consists several factors that are essential to
be observed, analysed and evaluated to apply necessary modifications to attain desired results.
These components are product, price, place, place, promotion, people, process and physical
evidence. Comparative marketing mix between Cadbury and nestle is is discussed below.
Comparison between Cadbury and Nestle
Cadbury Nestle
Product  Products of this firm are are
categorise into chocolate
confectionery, milk food
drinks, candy and gum
category (Fırat, 2013). It
provides several goods such as
Cadbury dairy milk, 5 stars,
perk, eclairs and celebrations,
candies etc. They put efforts
to render desired product by
modifying features to fulfil
requirements of customers.
 This company is known for
milk products and nutrition
such as everyday slim, ghee,
Maggie, Kit-Kat Lite and so
on. They consider several
elements like design quality,
functionality, technology,
branding, packaging,
availability of services and
warranty in appropriate
manner to render desires
benefits to customers.
Price  They have pricing strategy to
make decision about fixing
price of product in such
manner that quality or feature
 Pricing strategy is very
important because it make
facilitate to take buying
decision of customers. They
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are considered to fix it
properly. They have policy of
making decision about pricing
in such a manner so that each
and every person become
capable to purchase product
of this brand and enjoy it's
quality.
have a special criteria of
pricing strategy which
involves various factors like
discounts, allowances, list
price, payment period, credit
terms and other effective
techniques.
Place  Distribution of product in bulk
should be done at correct
places where more number of
customer are visiting so that
they can buy that easily and it
helps to improve sales on
regular basis which facilitate
to earn better profitability as
well (Gertner, 2011).
 They consider several
elements such as trade
channels, coverage,
assortments, locations while
conducting an appropriate
distribution of product as per
demand of different areas.
Promotion  Promotional activities of this
organisation are very
attractive which usually
influence kids towards it's
yummy chocolates and other
products are also delicious and
people are fond of eating
them.
 This company is focussing
on organising promotional
events in innovative style top
get better outcomes. They
apply certain changes or
modifications into marketing
activities to attract more
clients.
People  It includes customers,
employees, etc., these people
are essential for production of
correct product. Clients are
helpful as they provide
 They have a policy provide
learning events to staff
members so that their service
will become more effective.
They have specific criteria of
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specific information about
desired goods to complete
their requirements through
feedbacks and suggestions.
And staff members follow an
accurate plan of action to
manufacture right product to
fulfil preferences of people in
proper manner.
working on desires of people
through determining their
actual needs, wants,
demands, taste and
preferences.
Process  Several procedures are carried
out in company which are
relevant to manufacturing,
marketing and many more.
These activities are necessary
to be conducted in more
effective manner to gain better
outcomes. Cadbury has
innovative techniques to
organise various processes
properly.
 Processes of this company
are based on creative and
advanced technology to
conduct production process,
marketing activities and so
on (Hamilton, 2011). They
implement new techniques
top increase efficiency of
production and effectiveness
to attract more number of
people towards brand.
Physical evidence  Feature of product which
attain client's satisfaction
remain as physical evidence
which helps to maintain and
improve brand image of
organization more strong in
market place.
 This firm has more efficient
employees who has that
ability to provide service to
customers in appropriate
manner. Their style or
servicing remain as evidence
in mind of people.
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P4 Market plan
Market planning refers to design an effective plan of action which provide support to
carrying out an effective as well as efficient marketing activity. It is necessary to observe and
analyse desired factors to conduct an appropriate event top attain better outcomes.
Overview of the company :- This report is based on Cadbury which is a leading global
confectionery company with an outstanding portfolio of chocolate, gum and candy brands. It was
founded John Cadbury in 1824 which deals in almost 60 countries.
Vision and mission of the company :- The mission statement of this organisation is very
simple that is Cadbury means quality which indicates to render better products. Vision of this
company says about to working together to create brands people love (Jones and Rowley, 2011).
Market segmentation :- This can be described as the procedure of classifying broad
consumer or business market. Generally it contains several existing and potential clients.
Target market :- There is particular group which is very important for specific brand in
terms of purchasing more proportion of product on regular basis. This population is responsible
for improving profitability of an organisation. Target customers of Cadbury is children and
youngsters who are fond of eating goods of this brand.
Marketing objectives :- It refers about main aims of marketing that is growing value of
shareholder for long term and make available Cadbury in every pocket. Basically, the marketing
strategy helps in achieving vision through expanding market share with correct pricing policy.
There are different types of techniques which are mandatory to be carrying out for
determining problems and benefits for company. SWOT analysis can be conducted to identify
strengths and opportunities which helps to expand business in more appropriate way to generate
better outcomes (Joshi, 2012). Weaknesses and threats of Cadbury are also essential to determine
which facilitate to put required efforts for reducing issues. Several internal and external factors
are also mandatory to analyse their positive or negative impacts on carious procedures to attain
desired targets. It includes PESTLE analysis which consists elements like political, economic,
social, technological, legal and environmental that also effects certain processes of an enterprise.
CONCLUSION
The above report had concluded that marketing essentials refers to those components
which are necessary to be considered while carrying out an appropriate promotional activities.
There are different types of other functions are also carried out in an organisation to promote
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brand more effectively as well efficiently. Marketing mix can be described as to those tools
which are beneficial to any business to attain desired goals and objectives in accurate manner in
terms of improving regular outcomes. Market planning refers to design an effective plan of
action which provide support to carrying out an effective as well as efficient marketing activity.
REFERENCES
Books and journals
Baines, P., Fill, C. and Page, K., 2013.Essentials of marketing. Oxford University Press.
Bowie, D., Paraskevas, A. and Mariussen, A., 2014. Technology-driven online marketing
performance measurement: lessons from affiliate marketing. International Journal of
Online Marketing (IJOM). 4(4). pp.1-16.
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.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
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-
82.
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.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1). pp.25-36.
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.
Online
Definition of 'Marketing Mix'. 2018. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>
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