Marketing Concepts and Applications

This assignment delves into a range of marketing concepts, including social marketing, ethical consumption, human resources marketing, internship management, and design thinking for new products. It also examines the influence of price sensitivity on professional services and explores community-based livestock breeding programs as an application of marketing principles.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ........................................................................................................................................1
P1 Roles and responsibilities of marketing functions............................................................1
P2 Roles and responsibility of marketing function link with other divisions........................3
TASK 2............................................................................................................................................5
P3 Difference between Nestle and Cadbury on the basis of 7P ............................................5
TASK 4..........................................................................................................................................10
P4 Marketing plan................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Every organisation has a special function called marketing who is responsible for
promoting and selling of goods and services. It conduct various strategies and plans to
implement promotional tools which are further used for communicating with customers (Baker
and et. al., 2016). To satisfy and retain their purchasers, marketing possess various activities such
as advertisements, promotion and sales. They work hand in hand with other departments such as
human resources, operational, finance and combine them all into an essential product and deliver
it to required customer. Marketing implement innovative ideas and plans that are used to create
strategies for competitors and to sustain in market place for long-run. Its primary function is to
satisfy needs and demands of customer that associated with the company. A multinational
confectionery brand, Cadbury, which is headquartered in London and operates in more than 50
countries practices best marketing techniques to promote their products in every corner of the
world. In this report, various roles and responsibilities that are associated with marketing
functions is going to be discussed. Further, relation of marketing unit with other organisational
units will be covered. At last, marketing mix of respective company and impact of macro
environment upon business will be thoroughly analysed.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing is a process to meet demand of customers by applying various concepts and
strategies of promotion. Generally, there are three terms that are associated with marketing.
Those terms are want, need and demand (Bastable, 2016). Want can be defined as desire that
one holds, need is known as the basic requirement and at last demand is the willingness that exist
in consumer for any product. These three elements when combined are known as marketing
essentials. In order to successfully fulfil target of a company various promotional activities are
performed by marketing department. Research and studies are conducted before promotional
activities to make customer aware of products by distinguishing specifications that exist. This
function include actions such as market research, new product development, promotion and
sales, distribution plan, etc. that enhances purchasing practices. Cadbury, execute every
marketing task with prevention and care that increases their customer base. Below mentioned are
some of the marketing functions and their roles and responsibilities that are practised in
respective company:
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 Product: Product is known as the offering which an organisation provide to its customers
as per their needs. Being multinational brand, Cadbury has very large customer base and
it never lag behind in providing quality products to its consumers. At the time of
launching new product, company's marketing manager performs various studies and
research (Berkowitz, 2016). This not only provide successful action but also delivers
customer's satisfaction. Using this technique, all the essential features are determined that
are to be included in the product. In case of confectionery goods, product must be very
specific and particular. Price: This is amount which is charged by company from customers and for this they sell
products and services to them. Price of any good will cater affect to growth and success
of an enterprise either in a direct or indirect manner. Henceforth, it is must for firm to
decide proper cost for products and it needs to be affordable. It is required for manager to
examine that how much amount, people are willing to pay for goods. It is needed for
superior to maintain quality of items and services because it enables to gain attention of
numerous individuals. Selling: Company has to use an appropriate procedure; thus, they will provide items and
services to persons in an appropriate manner. This needs to be effective as it helps to
influence purchasers to purchase any goods or services (Brychkov and et. al., 2017). For
this, organisation will render their products as well as services at near by stores so that
consumers will easily buy items. Instead of this, employer of an affiliation will also
determine best method to sell products and services to people in an appropriate manner. Promotion: Company has to utilize some promotional techniques; therefore, they will
easily capture attention of numerous people towards them. For above stated aim, many
kinds of tools will be used by them, such as social media, print media, advertisement,
website and so forth. It will help them to capture attention of numerous individuals
towards them. Along with, they will take benefits from rivals in marketplace as a result,
market share as well as profits of an enterprise will easily get enhanced. This will also
help an affiliation to maintain healthy connection with customers which enable them to
survive at competitive place for maximum period of time. MIS (Management information system): Marketing unit is considered as a foremost
segment of any kind of company. Their fundamental task is to gather requisite data as
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well as information about customers; therefore, they will easily accomplish requirements
as well as demands of people within limited time duration (Cabrera and Williams, 2014) .
For this, many types of data as well as methods will be used by an enterprise as this helps
them to make an appropriate connection with them for maximum time span. Along with,
it helps them to take an effective judgement for expansion of business at new market. Financing: It is must for an organisation to obtain requisite finance so that they will
easily complete their operational activities properly. By having sufficient amount of fund,
manager will take judgement regarding expansion of business activities. If brand image
of firm is much effective at market then, they will take loan from some financial
institutions as well. Therefore, they will be able to attain coveted targets within limited
period of time.
 Distribution: Cadbury is selling their products and services to people through store and
in addition online. It will help them in enhancement of market share and profits. Along
with, they will be able to accomplish needs and wants of individuals as per their needs
and wants (Griffitts, 2016). This will assist them to take benefits from rivals in market;
thus, they will survive at marketplace for maximum time duration.
P2 Roles and responsibility of marketing function link with other divisions
Marketing function play an important role in an organisation which allows and enable an
association to grow towards positive consideration. Marketing support an entity to launch their
products and services to target market so that their needs and demands leads to get fulfil
(Hoeffler, Herzenstein and Ginzburg, 2015). Thus, there is a need to link up the marketing
function with wider organisational context so that better and effective working lead to get framed
out. Cadbury management required to link the functions and operations in better and appropriate
manner so that chances of better and suitable gains become possible. Hence, the link of
marketing function of Cadbury with other divisions are simplify as follow: Marketing – Human resource management: Marketing team play an important role in
order to launch product at market area as well as in determine the demand and supply
flow as well. A marketing individual need to be more specific and appropriate in nature
whom have ability to influence others as well. This required to underpin in an appropriate
and suitable manner so that better and effective gains lead to carried down. HR
department allow and support to recruit and select such individual which have ability to
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maintain suitable relation with clients as well as work towards enhancement of profit and
growth of an organisation. HR manager need to identify the needs of marketing team
supervisor and associate which enables them and support them to recruit and select such
individual which fulfil all the working and roles and responsibilities of marketing
department properly. Thus, with appropriate individual selection, team become able to
accomplish all of their goals and targets properly which assist in made them differ from
others. Cadbury, HR department and marketing team need to cop up their work with each
other so that better and supportive outcome could be gain in order to maximise
effectiveness and efficiency. This will support them to gain competitive edge which
further support in maximise their revenue generation capacity as well. Production – Marketing: Marketing team gather data from outside the world about their
item and administrations so they can deal with their generation in a suitable way.
Showcasing group need to pass on such data to creation office whom significantly
assume a part keeping in mind the end goal to deliver amazing standard items and
administrations (Hoffman and Turley, 2015). Alongside this, client benefit division
gather different issues about item quality and afterwards encourage it to promoting group.
It is an obligation of director to rattled off such viewpoints legitimately and give it to
administrator with the goal that they can keep up appropriate nature of their items and
administrations. Cadbury the two divisions directors need to play out their parts and
obligations legitimately and relate their working also appropriately. Finance – Marketing: There is close relation between marketing and finance department
of company. There is requirement of finance to accomplish objectives of organisations.
There are possibilities that due to change in external environment internal operations of
company also gets affected. CADBURY has many products and hence there is
requirement to market them in society. There is requirement of finance in promoting new
as well existing product. Finance manager has to set standard of expenditure and it must
be convey to marketing manager. There are many options through which company can
promote their product but expense must not be exceed set standards. There are many
changes in promotional events, so it must be adopted which help to convey right and
correct information. If expense in marketing is more then it affects profits of company.
CADBURY has many competitors such Mars, Nestle, etc. so it is important to analyse
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their policies and then frame policies. Manager must take care that there must not be
wastage of resources, cost of product is low. If there are good relation between
departmental head then there will be increase in good will of company. Company must
advertise their product as per target customer (Karasar and Öztürk, 2014). There is
impact of advertisement on customer so it must be placed at right time and in front of
correct audience. Finance manager must be in regular contact of marketing manager, so
expense will be as per budget. As per change in marketing campaign there is change in
budget also it must be known to both departments. CADBURY operates in various parts
of world and there is change in demand of customer as per change in environment. E.g.
Dark chocolate is more in demand as compared to India, so dark chocolates must be
promoted more in UK countries. Hence there is change in advertisement techniques also.
 Research and development – Marketing: New developments and advancement are
significant thing for each business which need to consider by an affiliation appropriately
with the goal that they will augment their income and benefit. Innovative work division
need to make numerous new developments for their promoting capacities through which
advertising office end up ready to play out their work appropriately. Research and
development division need to make numerous new advancement in MIS framework with
the goal that they can accumulate fitting data from showcase and also they additionally
need to make their procedure more suitable in nature so advertising office can influence
their stock to list legitimately (Kennedy and Parsons, 2014). Cadbury chiefs need to take
such setting in record and make basic development in their activities for a similar with
the goal that promoting office will prompt play out their obligations and duties in a
suitable way.
TASK 2
P3 Difference between Nestle and Cadbury on the basis of 7P
7P of marketing mix help organising marketing tactics in effective ways by analysing
different marketing factors in details. Cadbury and Nestle use this marketing mix in their own for
generating better productivity from marketing structure. Classification of marketing strategies
will help in better analysing their productivity and their affectivity in longer run.
7Ps of marketing mix
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Marketing mix Catbury Nestle
Product They deal in confectionery
products over the year some of
the main product of Cadbury
are Dairy milk, Caramil,
Wispa, Boost, Picnic, Flake.
These are some of the
important products on which
the company is able to collect
large revenue
It include physical substances
that is supplied to ultimate
customers in market place.
They take it in return of paying
some amount of money. Nestle
have large variety of products
that they offer to their
customers. It include
Chocolates, milk made food
products, and beverages. They
always offer high quality of
products so that they remain
happy and satisfied. There are
number of chocolates that
include dairy milk, cad bury
etc. They have to introduce
new process so that proper
image and goodwill can be
maintained in current market
place.
Price They have able to manufacture
high standard product liker
Oreo, beverages at a
reasonable prices. Their other
products like 5 star, Perk and
eclairs are sold at even lower
prices. So their main
marketing strategy is to
increase sales practices at a
It refers to payment that
customers made in return of
buying products of any
company. Price of Nestle
products is highly depended on
market prevailing conditions.
They enjoy their well
established image in market
place by applying skimming
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reasonable price. They have
different price range for
different product like Dairy
milk is the biggest revenue
generating product for the
company. Even at the higher
price they are able to sell this
product at a better rate.
pricing strategy. This do not
allow them to loose their
market share.
Place Their placing of product at the
right place and at the right
market is very effective.
Through potent planning and
analysis of market they are
able place their product in
business market. For example
different type of cadbury
product in rural market is
different from product time in
city. They follow the same
strategy like the marketing
strategy of FMCG market. In
current marketing scenario
they the demand of this
product is increasing. Due to
this strategy cadbury has able
to increase there range of
products in different business
market.
It refers to area that is focused
in particular market place.
Nestle have well developed
distribution system through
which they can supply their
final products in effective and
efficient manner. Nestle
adopted two different
distributional strategies and
have a strong marketing
distribution channel that
enable them to reach larger
number of population in single
time period. They have
formulated number of policies
in order to encourage
functioning of the company
institution. Company have
divided their customer'
segments and than produce
products accordingly.
Promotion  Cadbury has it involve launching
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effectively used
promotion strategy
accordingly to market
place. They have
efficiently used
different promotion
medium like printing
media and digital
media and promote
their business activity
accordingly. They also
have different strategy
of promotion of their
business activity in
different business
market. For example
they have different way
of presentation of their
product so that they
have psychological
impact of their product
in different business
market.
 They always try to plan
better planning for
advertisement of their
new product before
launching it in new
market. This help them
to increase their
productivity in new
advertising campaigns so that
they can able to promote their
products in market place.
Nestle carry out their
operations in proper manner in
order to accomplish set goals
and objectives. They have
some well known advertising
campaigns that is run in order
to promote their products
effectively.
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business structure.
People Cadbury have a distant
planning to reach out to people
with variety of products. They
target customers in different
business market according to
their liking and tastes. For
example they have special
dairy milk chocolates for
different occasion, by this they
been able to increase their
values, belief and loyalty
among the customers.
They have a view to target
different types of customers in
business structure. For that
they have planned to make
variety of product to increase
their reach in different
business market. They have a
range of sweet products to
home made fast food that help
they company to capture large
amount of business market.
Maggi is the prominent
product of nestle that is able to
increase revenue of the product
to a greater extent.
Process The process of cabbury
product is dependent on the
type of service the company
can provide to people.
Company follow a procedural
way for better utilising of that
product. They must plan better
process for better
implementation of their in
business market.
They are dealing with different
types of products so they must
have different types of strategy
and process for promotion of
different types of product
accordingly.
Physical environment They have efficiently managed
business environment of
different products accordingly
so that they can sell each of
They are dealing with variety
of products so they have to
manage process and
productivity of product
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their product accordingly differently.
7Ps helps in evaluation different factor between cadbury and nestle. This classify the
marketing strategy of these two company accordingly. Different factors are being pinned down
that help in proper evaluation of strategies that are used in business structure.
TASK 4
P4 Marketing plan
Written document that highlights marketing tactics and strategy used by business
enterprise is known as marketing plan. Basically this is developed by firms for a specific period
of time such as 6 months or 1 year and various aspects related with marketing activities of firm
such as goals, costs and action steps is all covered in this but marketing document of company
require to be change or modify on continuous basis as per the development of marketing trends
(Lane, 2016). One of the main benefit of marketing plan is that it provide direction to achieve
business objectives. For get set results, this document required to be examined on continuous
basis. One of the main benefit of marketing plan is that it support enterprise in formulate
effective messages to communicate with target audiences which support in encourage them to
buy company's product.
Cadbury is a British global company and is the second largest confectionery brand in the
world. Various type of drinks, chocolates, biscuits, gum and candy are produce and offer by firm
to its customers. Most popular products of company are dairy milk, Bournville, 5star, gems, tang,
Oreo, eclairs and many more (Mittal, 2014). This firm was established in 1824 by Hohn
Cadbury in UK.
For formulate a better and effective marketing plan, it is very essential that manager should have
detailed information about the mission and vision of firm.
Mission: Mission of Cadbury is to built a good image based on quality and firm is
committed towards continuous improvement in its products and services.
Vision: Vision of Cadbury is work together for develop the brands that people love.
When firm shared its vision with its customers then it support in enhance their understanding
about working of entity.
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Objectives: These are the end for which enterprise do various efforts to achieve. Main
aim of Cadbury is to become world's largest and big confectionery firm. Enterprise is keen to
execute all business operations better and effective than its competitors. This is one of the
leading and popular company of the world. Following are the major objectives of Cadbury:
 To manufacture confectionery goods and items with full quality.
 To attract large number of individuals towards its products and services and satisfy their
needs.
After analyse mission, vision and core objectives of firm, it is essential for manager to adopt STP
approach as this support in identify the target customers of firm. Segmentation: Under this marketer formulate the groups of individuals on basis of some
common feature. Take home segment, impulse segment and break segment are the main
basis of company's segmentation. Targeting: Cadbury has distributed its products as per the specific consumer groups.
 Positioning: Customers of Cadbury have changed from children to adults include every
member of family to celebrate any festival with chocolates of Cadbury.
After this, for formulate better and effective marketing plan, it is very essential for
manager to collect information about the strengths and weakness of entity and for this a tool
called SWOT analysis can be used by firm.
Strengths: Cadbury is world's leader in chocolates and effective distribution channel of
firm is very effective that's why company has its presence in 200 countries. Various strong
products in its portfolio such as Bournvita and dairy milk are of high quality which generate
huge amount of profits for firm.
Weakness: Poor distribution in rural area is one of the weakness of firm. Cadbury is
mainly dependent on its main product and this rise to tax rate on sugar and fat products such as
chocolate.
Opportunities: Emerging market offer an opportunity to Cadbury to expand its market
share in areas such as China and Russia. All these opportunities support firm in increase the sale
of its products.
Threats: Increased cost of fuel, packaging, transport, sugar serve as a biggest threat for
the firm and this decrease the profit margin of firm.
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Competitor's analysis: Cadbury is one of the world's biggest and popular brand in confectionery
sector. Nestle, Hershy and Mars are the major rivals of Cadbury. All this provide variety of
chocolates to its customers.
There is an Ansoff matrix applied by the company: First is product development in
which Cadbury created many products such ad Marvelous. So hence it can satisfy many
customers in an efficient manner. It has created another strategy which is market penetration in
which it has different categories such as dairy milk, perk dairy milk bubbly and fruit nut.
Through this it can capture many customers and can increase the market share. Third is market
development strategy in which company has developed unique and different product such as
eclairs which is included in candy goods. Through these strategies company can easily increase
the sales and can increase the market share. As a result it can earn more revenues.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 56000 13600 13200 21000 18000
Investment 21500 14900 17000 14400
Total 56000 35100 28100 38000 32400
Marketing
expenditures
Advertisement 9700 6800 6300 6100 6300
Sales promotion 2200 2200 4400 3200 8400
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Direct marketing 7100 6200 2200 7100 2200
Total 19000 16200 13900 54400 16900
Available balance 75000 51300 42000 20000 49300
Control and Monitor: After all the steps, it is very essential for marketing manager of Cadbury
to analyse all the steps involved in the marketing plan. In this way company can increase the
effectiveness of its marketing activities and can attract large number of customers towards its
product.
CONCLUSION
It can be concluded from the above report that marketing plays a very important role in
every company. It helps in promotion of various products and hence it can satisfy many
customers. Thus company can earn more profits and can increase the market share. So firm can
maintain distinct and unique image in front of all the customers and in market. Hence as a result
it can give strong competition to other companies. Different key role and responsibilities of
marketing are applied in the company. Duties and functions of marketing which helps other
departments of company so that they can run efficiently and effectively. Hence it can run
smoothly and successfully. Comparison of the ways in which different organizations apply the
marketing mixed to the planning process so that they can achieve the objectives. There is
marketing plans of company through which organization can promote itself.
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REFERENCES
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Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
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Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
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Online
Definition of Marketing. 2017. [Online]. Available through
:<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>.
PESTLE Analysis of Cadbury. 2017. [Online]. Available through
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