The Importance of the Marketing Function and Marketing

This report discusses the roles and responsibilities of the marketing function in organizations, with a focus on Cadbury. It explores different marketing concepts and trends, as well as the interrelationship between marketing and other functional units. The report also compares the marketing mix strategies of Cadbury and Nestle. Find study materials and solved assignments on Desklib.

The importance of the
marketing function
and marketing
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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse diverse responsibilities & roles of marketing functions.....................................3
P2 Roles and responsibilities of marketing function with other functional units for chosen
scenario...................................................................................................................................6
TASK 2............................................................................................................................................8
P3: Compare the ways in which different organisation apply marketing mix in order to
achieve business objectives....................................................................................................8
TASK 3..........................................................................................................................................12
P4: Produce and evaluate marketing plan............................................................................12
CONCLUSION..............................................................................................................................14
REFERENCE.................................................................................................................................16
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Introduction
Marketing can be defined as a set of different operations activities and procedure that are
related with different offerings of to their customers according to their requirements. It is related
with the promotion of products by organisation so that targeted audience can be made aware of
the different types of products that are being offered by such organisations. This report is based
on Cadbury that is a UK based organisation operating across globe organisation (Ullah, .,
Ranjha. and Rehan, 2018). This is an organisation owned by mondelez international and its
headquarters are present in London, England. The present report discusses about the roles and
responsibilities of marketing function with it are inter relation to other organisational functional
units. There is also evaluation of an organisation based on marketing mix. There is preparation of
marketing plan which can assist in enhancement of the sales for this organisation.
TASK 1
P1 Analyse diverse responsibilities & roles of marketing functions
Marketing is regarded as a procedure that is used for the purpose of analysing interest of
target market according to the products that are offered (Functions and Responsibilities of
Marketing Manager. 2016). Marketing concept can be defined as the philosophy that is used for
organisation for the purpose of analysing its requirements and then making certain decision.
Different concepts of marketing are mentioned below:
1) Production concept:
This concept is used for the purpose of developing a customer preference to buy certain
products that are easily available and affordable. Cadbury product will not be easily accessible
then it might result to changing preferences of the customer.
2) Product concept:
This is a concept that relates with individual buying only those products that are high in
quality and consists of innovative features. Cadbury will be able to provide high value in the
product then it will be more preferred in comparison with other brands.
3) Marketing concept:
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Marketing concept is related with attainment of objective and goals that are dependent on
acknowledgement of the requirements of target segment of market. If Cadbury will be able to
identify the customer needs then they will be able to sell products according to such
Expectations.
4) Societal Marketing concept:
It is a concept that defines the overall marketing strategy that have to be delivered in
appropriate manner.
5) Selling concept:
Selling concept is related to philosophy that there has to be more inclination of
organisation towards their customers. There is Requirement of selling efforts for the purpose of
earning high sales.
Present Marketing trends:
There are various types of trends that are taking place in marketing department by various
organisations. Such as there is development of interactive videos, more enhancement of
personalized Communications, use of digital media especially the social media campaigns. All
these are used by Cadbury purpose of enhancing customer engagement. Personalized
communications are also used for also helping consumers in acknowledging about different
products that are required.
Future trends in marketing:
There are different types of marketing Trends that may not be popular in the present
scenario but they can be future period of time. Such as there can be a complete change in trend in
future as there will be use of chat box for the purpose of extensive advertisements by
organisations in coming future time by the year 2022 (Syamand Sharma, 2018). There will be
more situations of live sessions, where there will be understanding of instant customer
requirement. Further, there can be implementation of the technology of Beacon. All such efforts
are going to increase the communication process with the target customers. For Cadbury, it is
going to help in high revenues in the coming future period of time.
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Overview of the marketing process:
It is a Process that can be defined as a strategy that can be used for the purpose of
analysing various opportunity that are present in the market and then selecting the appropriate
target market. After selection of target market there is development of appropriate marketing mix
and for the management of marketing efforts. It is very important for management of Cadbury to
understand the different available opportunities in their target market so it can be used for
companies favour in enhancement of their sales. If there will be right market that has been
selected by Cadbury then it will be lead to proper formulation of marketing strategies.
Roles and responsibilities of a marketing manager:
There are different responsibilities and roles associated of a marketing manager in Cadbury as
mentioned below:
1) Coordination and supervision- this is the basic role of a marketing manager where they have
to establish coordination among various business unit and activities such as packaging,
transportation, sale promotion, advertising etc. It is going to help Cadbury in enhancement of
efficiency for satisfaction of customer demands (Long. and Jerath, 2018).
2) Identification of potential market- for enhancement of sales and revenue marketing manager
of Cadbury has to identify the potential market and also the target customers.
Roles and responsibilities of marketing function:
There are responsibilities and was associated with every Marketing department in context with
Cadbury this is mentioned below:
1) Identification of customer requirements- This is one of the most important role played by
marketing department where they have to make efforts to identify the requirements of customers.
Cadbury will be working towards offering right product to the right customers. For this there is
requirement of to find the customer need and for the product will be offered so that there can be
enhancement of overall productivity.
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2) Setting of a marketing strategy- Attainment of certain desired targets and objective is very
important to formulate a correct marketing strategy. It is the responsibility of the marketing
function in every organisation to formulate the strategies that can benefit in achievement of
required sales targets (Yadav, ., Khandelwal and Tripathi, 2017). In Marketing department of
Cadbury there will be use of right marketing strategy to acknowledge the product and service
that is going to impact the revenue of organisation in a positive manner.
P2 Roles and responsibilities of marketing function with other functional units for chosen
scenario
For the purpose of attainment of organisation targets there is requirement of understanding
the interrelationship between different functional units Cadbury has to understand such
interrelation and this is discussed below:
1) HR and marketing department:
Role played by HR department of augur coated with hiring and selecting of employees
that are capable enough to perform the different assigned responsibilities. Department has to
make advertisement related to different vacant positions that are present in an organisation.
Marketing department is to create search advertisements so that they can be circulated and
potential candidates can be made aware of such vacant positions. It is necessary to have a clear
understanding and coordination between functions of both of these departments in Cadbury so
that there can be hiring of most competent candidates in the organisation.
2) Marketing and Finance Department:
Finance department has the responsibility to manage all the revenues and financial
resources that are available with organisation. Allocation of budget and all the expenses have to
manage by this particular department (Silberschatz, Galvin and Gagne, 2014). Marketing
department has to acknowledge the so that there is no shortage of funds in organisation. For
performing different business operations it is requirement that finance department has to provide
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all the necessary resources to Marketing department so that there is proper functioning of all the
activities in marketing department of Cadbury.
3) Marketing and production department:
The production department has to plan the production of product according to the Future
customer demand. Marketing department has to identify the requirement of such product
according to the expected demands of customers. Production department possess the correct
estimation of customer demand and it might result into wastage of organisation resources and
also high cost of maintaining inventory. In Cadbury, there is proper communication that must be
laid down between the production and the marketing department so that there can be planned
production according to the correct estimated demands of customers.
4) Marketing and sales department:
Role of marketing department is acknowledging the requirements and need of customers
in the market (Pappas, 2017). The department has to acknowledge the preferences of customers
and inform the sales department about such preferences. In Cadbury, the sales department has to
gather a large stock of products to perform the business activities in a smooth manner. The
marketing department has to acknowledge the sales department about such customer
requirements. There is requirement of strong interrelationship between sales and marketing
department because if one unit is not able to function properly then it might affect the
productivity of other functional unit.
Importance of marketing role in organisation:
Marketing place a very essential role in organisation it is consisting of the key procedures related
with promotion selling and researching of the different products and services. With the use of
appropriate marketing techniques for the purpose of attracting of customers (Muralidharan, and
Raval, 2017). This is a brand that has been known for the timely innovations and the customised
making according to every new occasion for this there is requirement to make people aware of
such development so that they are able to be informed about such new products.
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Significance of interrelationship among different departments:
Cadbury is organisation having different functional departments for performing specific
assigned functions such as sun as department Human Resource Department, Research and
development Department etc. All the departments and having their specific functions but it is
very important to have coordination between all these functional units with the marketing
department because Marketing department is one such department that is performing the major
important function as they are having a direct contact with the target segment of customers. If
there will be proper coordination and interrelationship between all these different Functional
departments with the marketing department and it will lead to timely preparation of strategies
according to the customer demands and expectations from this brand. This is going to impact the
effectiveness of optimization of all the available resources with the organisation.
TASK 2
P3: Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives
Marketing mix comprises of desirable actions as well as tactics that are adopted by entity
in order to promote the brand and expand overall functioning. This tactic require the use of seven
P's of marketing decided by almost every organisation with the objective to deliver supreme level
of product for the ideal customers. It helps to attain long term objective by introducing either
new variant or new product or upgrade the existing product as per the modified requirement of
customer. It probably helps to differentiate the services of an organisation amongst other rivalry
which better appeals the interest of customer (Baker and Magnini, 2016). The comparison on the
basis of marketing mix is listed down below:
Basis of difference Cadbury Nestle
Product Cadbury has effectively managed
the wide product mix in terms of
depth as well as width. The broad
product mix basically comprises
of chocolates, biscuit, candies as
Nestle is again a recognised
company that too serve various
products such as beverages, milk
products, food items as well as
chocolates. The internal staffs of
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well as beverages that have
successfully covered global
market. Such portfolio investment
has systematically assist company
to expand its market share
successfully.
company make immense effort
in order to manage the wide
quality of product available in
the market. This promotes the
interest of customers that has
helped the company to widen
their footfall.
Price The manager of Cadbury
company has effectively managed
diverse pricing strategy like
skimming pricing, bundle pricing
and economic pricing on the basis
of their wide range of products.
Under skimming pricing company
usually set higher prices of
product (Marketing mix of
Cadbury, 2019). This category
includes products like Cadbury
Bourneville, Silk chocolate and
Oreo biscuits. Similarly, bundle
prices as set when the company is
keen to sell multiple products at a
single time. These items are
usually sold during the time of
festivals at discounted prices.
Further, economic prices are set
with the objective to reach the
mass audience due to which
nominal prices are set for
different sizes and variance of
product. Some of the product with
Effective price strategy is
maintained by the internal
representation of company.
Diverse prices are set on the
basis of the market of each and
every individual product.
Certain products like Maggi
noodles and Nescafe are market
leader of the Nestle company
due to which charging of little
higher prices will not affect the
sales of product. The objective
of setting competitive pricing is
to reach out to the mass without
letting customer to switch the
brand and move to the other
rivalries available in market.
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economical pricing and growth
includes Five Star and Perk
chocolate.
Place The products of Cadbury are
available all over the globe due to
their strong distribution channel
that has successfully covered the
requirements of wide customer
base. Currently, the company
operates over 150 countries and
has significantly reached its
product to each and every corner
of geographical region. Wide
availability of product is the main
reason to increase the sales of
company.
Nestle being FMCG company
has a strong connections with
the distribution channel as well
as intermediates that bridge the
gap between company and
customer. Although the
company has reached out to the
mass market but still they faces
immense competition in the field
of chocolate as Cadbury has
gained dominant position all
over the world (Marketing mix
of Nestle, 2016).
Promotion Cadbury significantly uses
traditional media as well as digital
channel in order to promote
awareness about the availability
of their diverse range of products.
Their promotions are designed in
such a manner that can appeal the
interest of customer and
accordingly influence them to buy
the product. Special
advertisements are prepared for
audience belonging to different
region in their local languages
Nestle brand has expanded sales
with the help of promotion
strategy based on which
strategies are build to promote
supreme quality of products and
services. Efforts are made to put
forward innovative campaign
that helps company to gain the
results at real time. Based on
which several amendments are
made with the objective to reach
out at target market.
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that better helps the company to
engage the audience in a desirable
manner.
Process The process to manufacture and
address the requirement of
customer are effectively design
by the well-known organisation
that is Cadbury. As it helps to
built the desirable image and
expand the market share of
company. Efforts were made to
maintain the customer interface
based on which businesses
identify the changing requirement
and serve them systematically.
Products are processed by the
company with the effective team
or department that uses
advanced technology. Nestle
company has significantly used
vending machine to better meet
the standard as well as
requirements of the existing
customer.
People People being most important asset
of the company are offered
desirable working environment as
well experience based on which
they remain competitive in order
to deal with any situation
significantly (Groucutt and
Hopkins, 2015).
Nestle has recruit fresh talent to
join their company for which
desirable training and
development sessions are
provided to them. This helps
them to understand their job and
effectively resolve the query of
customer by reducing the
chances of dissonance.
Campaigns were designed in an
organised manner resultant with
rise in portability.
Physical evidence Cadbury being second largest
confessionary brand for which
material part that is physical
In terms of the physical evidence
Nestle company has established
coffee corners where the
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evidence is maintained by
company. This include the use of
premises, equipments, logos,
creation of websites, Boucher are
maintained by firm.
customers get desirable
ambience and effective sitting
arrangement. Vending machines
are installed with the logo of
Nescafe to deliver Supreme
level of services.
TASK 3
P4: Produce and evaluate marketing plan
Executive summary
Cadbury is multinational confectionery company whose headquarter is in London
England. The company operates worldwide and has become one of the leading companies that
has huge customer base all over the globe (Kayabasi and Mtetwa, 2016). The manager of
Cadbury company has decided to launch a sugar free dark chocolate in order to reach out to the
diet conscious people and meet the requirements of potential audience.
Vision and mission
Mission of Cadbury company is to constantly upgrade their product as per the changing
trend leading to gain the advantage of long term sustainable development. On other side the
mission of launching sugar free dark chocolate is to widen the sales by keeping all the necessary
measures.
Objective
The objective of sugar free dark chocolate is to expand the market share by 15% within
upcoming one year.
STP approach
Segmentation: Demographic, geographical and lifestyle are some of the ways on the
basis of which Cadbury has done the segmentation. Efforts are made to reach out to the mass
customers due to whom whole product mix is available in each and every corner of world
(Okumus and Cetin, 2018).
Targeting: The company has targeted to almost all people who you prefer eating
chocolates. The main target markets are youth as well as adults that highly invest on brand.
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Positioning: The sugar free dark chocolate of Cadbury has positioned itself as a healthy
chocolate that can be intake by health conscious people. To prepare the desirable image in the
minds of the customer especially social media are used to spread the awareness.
SWOT Analysis
Strength
The manager of Cadbury experiences the advantage of
economies of scale also the company has maintained
goodwill. Due to this the company can effectively
produce the new product and gain favourable response
from the target market.
Opportunity
Digital media act as an opportunity for the company
from where it can grab the attention of mass customer
and collect the responses within stipulated time (Pike,
2015). Efforts need to be made in designing the
marketing campaign in order to reach out the
predetermined objective.
Weakness
To launch sugar free dark chocolate the company can
position the brand effectively also efforts need to be
made to meet the taste of the customer otherwise the
company main face dissonance for the specific product
line.
Threat
Future investment is required in carrying out the market
research and producing favourable product. As today
most of the company has come up with the combination
of healthy and nutrition item due to which Cadbury may
face challenge being a late mover.
Market share analysis: Cadbury is a major player in chocolate industry they have come
with a new idea of sugar free dark chocolate. The motive behind it is to get attention of diet
conscious people and the older age who are suffering from sugar or diabetes. The company is
planning to hit market all over the place with the new product and with the already established
goodwill. They are placing their product to market which they have never touched before.
Cadbury company gets most of their revenue from the sales of chocolates only and with this new
innovation they want to penetrate the untouched market so that their market share can be
increased.
Cost profitability analysis: The term cost profitability analysis intervenes that an
organisation has to carry out diverse cost as well as expenditure in carrying out various activities
like promotion, manufacturing, market research and so on. So Cadbury company needs to
allocate diverse expenditure effectively while introducing innovative product into the existing
market. This process helps in generating desirable amount of profitability or gain best possible
profitable margin by reducing unnecessary expenditure of company. Thus, it is the responsibility
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of financial manager to focus on such tool while carrying out the preparation and functioning of
marketing plan.
Budget
Based on the above budget plan it has been determined that Cadbury company needs to
invest at least 15000 pounds on diverse activities such as promotion and sales publicity with the
objective to gain desirable profit margin.
Monitoring and controlling
It is the responsibility of the internal manager of company to overview external condition
and remains updated about the responses of customer so that corrective measures can be taken
within required time limit (Wilson, 2014). This helps to mitigate existence of deviation or
variation by reducing the gap between standard and actual performance.
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CONCLUSION
From the above report it has been discussed that marketing is the core functional area of
any organisation that helps to expand overall profitability. Diverse functions of the marketing as
well as role of the marketing manager help to strengthen the internal operations of company.
Moreover, diverse department of the business such as marketing, human resource are
interconnected with one another to build the systematic platform. Application of marketing mix
helps to gain the desirable amount of success. Therefore, marketing plan needs to effectively
build up as it helps to reach out to the standard objective successfully.
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REFERENCE
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price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
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.
Long, F. and Jerath, K., 2018. Dynamics in Textual Content and Ratings in Online Product
Reviews. under review at Journal of Marketing Research. 23.
Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial
revolution: Machine learning and artificial intelligence in sales research and
practice. Industrial Marketing Management, 69, pp.135-146.
Ullah, N., Ranjha, M.H. and Rehan, M., 2018. The impact of after sale service and service
quality on word of mouth, mediating role of customer satisfaction. International Journal
of Services and Operations Management, 31(4), pp.494-512.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Groucutt, J. and Hopkins, C., 2015. Marketing. Macmillan International Higher Education.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance: Evidence from Turkey. European
Business Review. 28(5). pp.532-559.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
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Pike, S., 2015. Destination marketing: essentials. Routledge.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
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