Importance of Marketing Function and Marketing

This document discusses the importance of marketing function and marketing in an organizational context. It analyzes the different responsibilities and roles of marketing functions and compares various ways by which marketing mix is applied to the chosen organization. The document also provides insights into the interrelationship between marketing and other functional departments. It is based on the case study of Cadbury, a UK-based confectionery organization.

The importance of
the marketing
function and
marketing
1

Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analyse different responsibilities and roles of marketing functions in organisational
context....................................................................................................................................3
P2 Roles& responsibilities associated with the marketing function in comparison with other
functional departments..........................................................................................................7
TASK 2............................................................................................................................................9
P3 Compare various ways by which marketing mix is applied to the chosen organisation...9
TASK 3..........................................................................................................................................13
P4 Formulate and evaluate a basic marketing plan for concerned organisation..................13
Conclusion.....................................................................................................................................17
Reference.......................................................................................................................................18
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Introduction
Marketing can be defined as different set of operations activities and procedures that are
different types of products and are offering to their target segment of customer according to their
requirements. Many business organisations are dealing into promotional activities so that they
can make their customers aware about the product (Deepak. and Jeyakumar, ., 2019). Promotion
of a branch or a product is done by usage of certain marketing channels. Present report is based
on Cadbury that is a UK based confectionery organisation and is having operations across globe.
This organisation is owned by Mondelez International and the headquarters are present in
London. Present report includes different responsibilities of marketing functions and roles
associated with things functions. Apart from this there is interrelation of marketing function with
various other organisation functions for evaluating the performance of a organisation. For further
evaluation of present performance marketing mix is used along with a Competitor Organisation.
Whether there is preparation of a basic marketing plan that is according to smart objective that
have to be achieved in a specified period of time.
TASK 1
P1 Analyse different responsibilities and roles of marketing functions in organisational context
Marketing is regarded as a set of procedures that are related with interest of individuals in
different products or services of a organisation (Cummins, Peltier, . and Dixon, 2016). The
concept of marketing is a philosophy under which organisation can analyse their customer
requirements and further make beneficial decision in the context of their organisation. There are
various associated concepts of marketing as mentioned below:
1) Production Concept:
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This is a concept where customers of referring to buy those products that are easily available and
at the same time affordable. Cadbury will be able to offer Ease to their customers in availability
then they will have more preference towards this brand.
2) Product concept:
This concept is stating that a individual will buy products that are high in quality and
have some innovative features (Homburg, Schäfer and Schneider, 2012). This Basic concept is
defined that people are having preferences for such products of Cadbury that is adding value and
also are easily accessible.
3) Selling concept:
Selling concept it is not easy for any organisation attention of their customers towards the
product and services without use of any high selling efforts (Keegan, 2017). Requirement of
certain appropriate selling a force that can benefit Cadbury for enhancement of their sales.
4) Societal marketing concept:
It is a concept that is defining that marketing strategy has to deliver high value to the
customers. In Cadbury organisation is forced focusing on improvement of society and
maintaining it in a more considerable manner.
5) Marketing concept:
Attainment of objectives of organisation is dependent on acknowledgement of
requirements and wants of target segment of customers. If Cadbury will not be capable to
identify such needs of customer then people will not have preference for this brand and their
switch with their choices.
Present marketing trends:
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There are different types of marketing that are prevailing in market in the present scenario.
Surcharge now days there has been interactive content of videos, more personalized
recommendations on different social media sites like Facebook, Snapchat, Instagram, digital
marketing sources on social media sites (Kingsnorth, 2019) . All these are examples where
organisations are willing to enhance the engagement of their customers. Cadbury is also using
some personalized advertisements and campaigns for the purpose of using approach to increase
the involvement of their target customers.
Future marketing trends:
There are different types of marketing Trends that are not popular in the present scenario but
may get that popular with the coming future period of time. More than 80% of organisations in
International and Domestic level will be using chatbot by the year 2022. Apart from this year
will be use of live chats where there will be one on one interaction between the organisation and
the customer’s (Martin, 2017). There can also be use of Beacon technology. Such strategies will
be similar to GPS that will be less Complex it will help Cadbury in targeting their customers so
that there can be more revenue.
Overview of marketing process:
Marketing process can be referred to procedure related with analysis of various opportunities in
the market and then selection of appropriate target market. There are different techniques of
marketing mix and management of marketing efforts that are being developed by marketing
departments of organisation (McDonald, and Wilson, 2016). In case of Cadbury it is very
essential for managers to identify various opportunities that are available and that can be used for
the favour of organisation to earn higher revenues. By having right target segment of customers
and offering Desired services and products according to customer choices can lead to
enhancement of brand image of organisation.
Roles and responsibilities of marketing manager:
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There are various responsibilities and roles that are associated with Marketing managers of
Cadbury as mentioned below:
1) Identifying target market:
Right of revenue and sales of organisation marketing managers in card will have to identify the
potential Markets and all the customers (Nguyen and Simkin, 2017). It is getting right people
overall phase of organisation can be enhanced that will lead to high revenues.
2) Coordination and supervision:
The role of marketing manager has to establish nation between different business activities like
transportation packaging purchase promotion sales storage etc. All this will help that will
enhancement of their efficiency that can lead to high satisfaction of customers.
Roles and responsibilities of a marketing function:
Different responsibilities and role of marketing function in relation with Cadbury is mentioned
below:
1) Identification of needs of customers:
It plays the marketing function in organisation which is related with requirements of customers
and has to be acknowledged in an appropriate manner (Mullin, 2018). In Cadbury to of a right
product to the right target segment it is very important to identify what a prospective needs office
target segment. It will help in improvement of the productivity and the sales of organization.
Marketing function will also help in offering right product and help Cadbury in having a
competitive advantage.
2) Setting up of marketing strategy:
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Attainment of desired objective it is the responsibility of marketing function to formulate
effective marketing strategies that can benefit in achievement of desired targets. In Cadbury,
there is requirement to set right amount of marketing strategy so that correct acknowledgement
of customer demand can take place.
P2 Roles& responsibilities associated with the marketing function in comparison with other
functional departments
Attainment of organisation targets various departments are setting different objectives.
Department has to work in coordination with other functional departments. It will help Cadbury
in performing the business activities and functions in more efficient manner. For this there is
requirement to understand the interrelationship between marketing and other different functional
departments of Cadbury:
1) Marketing and HR department:
The role played by Human Resource Department in organisation is to select employees
according to their capabilities. Human Resource Department is required to advertise about
different vacant positions that are occurring in organisation. Search advertisements are related to
job position that is usually circulated by marketing department of Cadbury. There is requirement
of high amount of coordination that has to be present between Human Resource Department and
marketing department so that there can be recruitment of talented staff and also lack of
inefficiency among employees may lead to inefficiency in the functioning of Cadbury.
2) Marketing and finance department:
Finance department has to manage all the revenues and function of organisation.
Allocation of budget and all the other expenses are also managed by this department. Marketing
department is help in finance department in acknowledgement of investor so that there can be
management of the available funds. For performing the business operations in the requirement of
marketing department require financial resources that are allocated by the finance department. So
there is requirement of coordination that has to be laid down between finance and marketing
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department so that they are able to make communication about the requirement of resources to
carry on all functions smooth manner.
3) Marketing and sales department:
Role play by marketing department is for acknowledging the requirements in need of
customer in the market. This department has to acknowledge about customer preferences and
inform the sales department about such products that are in high demand. In Cadbury the sales
department has to according changing preferences of customer and for those products which
customers are having high demand that have to be restocked. Marketing department has to kindly
acknowledge the sales department about such customer requirements so that there can be
efficiency in the performance of both these department.
4) Marketing and production department:
Production department has to plan the production according to the estimated future
demand in the market. Marketing department has the information regarding what can be future
prospective demand for customers. So it becomes very necessary for the marketing department to
timely inform the production department regarding the estimated production so that there can be
reduction in the overall inventory cost and storage cost so that it can lead to effectiveness in the
cost of Cadbury. So there is requirement of high amount of coordination between production and
marketing department of Cadbury.
Significance of inter relationship among various departments:
For attaining targets and goals of Cadbury in a proper manner it is very important for various
functional departments of Cadbury to work in a highly coordinated manner. The centre relation
will facilitate the functioning of all different departments like marketing finance HR Production
se so that there cannot be any type of mismanagement that is occurring in the overall functioning
of organisation. For Cadbury it will also help in dealing with their present market share and
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enhancing market revenue. It is also going to lead to higher competitive advantage over other
competitors that are present in the market.
TASK 2
P3 Compare various ways by which marketing mix is applied to the chosen organisation
Marketing mix can be defined as a business tool that consists of different actions and text
it that are adopted by a business organisation according to the products and services so that they
can be sold in large quantities. It also helps Cadbury evaluating the present performance and also
comparison of such performance with other competitive organisations. In present scenario
Cadbury will be making comparison of their performance with display that is a Switzerland
based organisation and is part of similar industry. In this scenario marketing mix can be
performed as below:
Basis Cadbury Nestle
Product Cadbury is a UK based organisation
that is having operations at global
level. The product line of this
organisation is very broad and they
have classified products according to
different occasions. Major product
segments of Cadbury include the
Cadbury Dairy Milk, Bourneville,
Cadbury Perk Oreo Cadbury caramel,
cake bars, Cadbury Bourn vita. There
are some of the major product
categories of Cadbury Dairy Milk that
has had them in attainment of
differentiation advantage.
Nestle is a Swiss brand that is
operating successfully in different
international market. Best brands of
rain last different varieties of
products that include Milk products
beverages cooking aids chocolate etc.
Major items that are offered by
Nestle include their nest Nescafe
Milk products maggie noodles pasta
Kit Kat. To compete with most of the
brands such as Bourneville and Dairy
Milk there is Introduction of Alpino
by Nestle.
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Price The prices of different products that
are offered by Cadbury depend on the
quality. There are some products such
as Bourneville that are of high
premium price and also have a target
high class of people. On the other hand
their normal chocolates like 5 stars per
hour of very nominal prices. The
pricing strategy of Cadbury is made
competitive enough so that products
are according to the rate that have are
fixed by other competitors (Smilansky,
2017).
Prices of Nestle depend on
individual products like Nescafe, are
of higher margins and there are
dependent on the premium pricing
strategy. They are also using the
economic pricing strategy such as
one of the product months are
charged very less so that maximum
people can buy it. This organisation
is also placing strategies in their
products in the market so that right
product can be reached to the right
customers without any much
consideration given to prices.
Place Presently Cadbury is operating in more
than 200 countries that consist of
Asian European and American
continents. The major reason behind
the white popularity of this brand why
distribution channels that is helping
Cadbury in attainment of wide
popularity.
Nestle is operating at different
international level is leading to the
product easily available at various
super market retail market and
Hypermarket. For individual can
purchase the products of Nestle both
in urban and rural areas this
organisation has two forms of
distribution such as bulk buyers or
retailers.
Promotion Cadbury is using different strategies
for promotion and Advertising their
products. The main promotional
strategies of Cadbury is advertising
with the help of print media like
Promotion channels of Nestle
consists of traditional forms of
promotion and digital media sources.
They are also using promotional
tactics in form of making the product
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newspapers poster and also with the
help of digital media like Facebook
Twitter apart from this there are also
using sources like television
advertisement video advertisement
hoarding so that they are able to
acknowledge and reach to maximum
amount of people at a particular point
of time.
by use of Brand ambassador who can
promote their products for the
potential customers.
Process Various processes that are used by
Cadbury so that their products are able
to reach to maximum customers
(SEZGİN and TELİNGÜN, 2016). In
order to deal with the Situations of
operational efficiencies organisation
have their warehouses and stores at
Prime location. Also this organisation
is upgrading their machinery regularly
so that they are able to develop
efficiency in the manufacturing and
production.
Processes used by organisation have
to be very efficient. Open multiple
stores in different location so that
they are able to distribute their
products effectively to the retailer
and wholesaler. Also have advanced
techniques of manufacturing and
production so that there can be
reduction in is the time duration
between placing of Orders and
receiving of product.
People This organisation is treating
Their employees as metre assets that
are helping them in achievement of
desired objective. Cadbury is also
offering high training and development
facilities so that employees can feel
comfortable.
Nestle is treating their
customers and all the other
stakeholders such as employees as
their first priority. Demands of
customers are given higher
preferences according to the
changing time so that there can be
higher satisfaction of such customers.
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Also they are provided timely
training and all the monetary benefit
so that they can be motivated to
deliver their optimum performance.
Physical
evidence
Physical evidence of Cadbury is that
their major office is situated in UK and
other Physical evidence of this
organisation is product employees and
online website (Reid and et. al., 2017).
There is various Physical evidence in
relation with Nestle such as they are
offering product on different online
E-Commerce websites and also on
different physical location on all the
super market they have their products
available easily for their customer.
Above discussed are some of the aspects of marketing mix used for understanding the
right position of a brand in the target market. Cadbury has to make sure that they are having a
strong marketing network so that their products are easily accessible by their customers from
different geographical location.
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TASK 3
P4 Formulate and evaluate a basic marketing plan for concerned organisation
Marketing plan can be depicted as the formal document that is helping organisation and
outlining their advertising Strategies and promotional activities. It is going to benefit
organisation is targeting their desired customer segment and attaining higher revenues. Cadbury
will be able to support the changing pricing decisions and also find various ways to enter a new
market segment. For this there is requirement of a below discussed basic marketing plan:
Executive summary:
Cadbury is a multinational organisation that is dealing in different confectionery product. They
are situated in London England and they are operating as a leader in across 50 Nation. They are
basically more popular for their basic Dairy Milk chocolate and also various timely innovations
that they are making according to the different locations (Pushkar and Pandey, 2019). Presently
Cadbury is planning to introduce Cadbury noodle for the purpose of capturing higher market
share. What is there are present in preparing a marketing plan so that there can be enhancement
of sales of the organisation and earning of higher revenue.
SWOT analysis:
It is the strategic tool of business organisations used for the purpose of identifying what are
different strengths weakness opportunities and threats. So that there can be appropriate strategy
formulation:
Strength:
Cadbury has a strength of high brand loyalty of the existing customers and they are market leader
for the products like chocolate and white distribution channel because of their presence in more
than one 160 countries.
Weakness:
It does not have much emphasis on the distribution activities in various rural market. In the past
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there have been also some instances of worms and Cockroaches found in their chocolates that
have left to affecting the brand image in a negative manner.
Opportunities:
Cadbury can enhance their overall presence in rural areas for opening up of more distribution
channels and changes made in the supply chain network (Pooler, 2018). And also focus on their
online presence by developing their personalized websites for millions of customers.
Threats:
High cost of input that is increasing because of rising inflation and that is impacting the cost of
final products. There are Rival organisations like Mars and Nestle that are also providing tough
competition to Cadbury.
Objectives:
Business objectives are helping Organisation in understanding the end points. SMART
objectives in context of Cadbury are mentioned below:
1) Specific: Cadbury is making plans to enhance their sales by 30 percent by launching of a new
category of product (Papadas, Avlonitisand Carrigan, 2017).
2) Measurable: Cadbury will be able to measure their performance with the help of different
benchmarking technique.
3) Attainable: Cadbury has use different skilled workers for the project and also employee
specific leader that will be following the participated leadership styles for that they are able to
guide all the team members.
4) Relevant: Also plan is relevant as it will help in enhancing of the market share by 20%.
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5) Time bound: The estimated time for attainment of objective is one year.
STP Analysis:
Segmentation:
Segmentation is the technique that is used for the purpose of dividing the market similarity that is
being shared by a particular group of customers. In Cadbury, there is segmentation of the market
according to demography that is they are targeting people based on income because of their
premium products like Dairy Milk Silk. And the normal category of people based on their basic
product like dairy milk and Dairy Milk shot. They also used for the purpose of behavioural
segmentation in which they segment their customers on the occasions like birthday celebrations.
Targeting:
Proper segmentation there is requirement to target the customers. Cadbury is mostly targeting
that segment of the market that is having focus on using it as a sweet variant for various special
occasions and this is the reason why they are launching a new product on every special occasion
and festivals. They do not have a particular target market but they are using a mass targeting
strategy that is there targeting people of all age groups.
Positioning:
After segmentation of the market and targeting there is necessity to create a specific position and
for this Cadbury has became a brand at a synonym for chocolate. They have able to create a
position that is special carefree spontaneous and real movement. They are always willing to
create special taglines so that they are able to have influence on their target customers in
different parts of the world.
Marketing mix:
For launching of new product in the market there will be use of marketing mix as mentioned
below:
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1) Product: Cadbury is introducing new product that is Cadbury noodles.
2) Price: Cadbury is making plans to use economic prices for attracting maximum customers.
3) Place: The new product of Cadbury will be available at their existing physical stores and all
the outlets where their existing products are sold.
4) Promotion: Cadbury will be using a digital media campaign that will be on Facebook and
Instagram for the purpose of engaging their customers and getting free offers for their new
product.
5) People: Managers of Cadbury have to be provided special amount of training so that they are
able to run these and also there can be proper manufacturing take place.
6) Process: Cadbury is going to use a scientific management tool that is lean management for the
purpose of avoiding any extra cost and wastage of resources.
7) People: All the different functional departments of Cadbury will be provided special training
and all will be focused on this new launch of product.
8) Physical evidence: The major physical evidence for the new product will be advertisements
on social media platform and also there will be distribution of free samples as a part of this
campaign.
Profit margins:
We will be introducing the new product and they are aiming at enhancement of profitability by
20% in the time period of coming two years.
COST
Total cost for new product development is mentioned below:
Particulars Amount (€)
Marketing 12500
Raw materials 12000
Equipments 13500
Workforce 15000
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Sales Analysis:
Sales analysis is used for the purpose of finding a pattern in the sales data for a particular
organisation. A micro trend can be for a specific product or for a week. On the other hand, macro
trend is for a range of products. In the present scenario of Cadbury, sales performance analysis is
used for the purpose of understanding the sales strategy and performance of sales team. It is
related with the financial analysis and also on the sales revenue that can be generated for meeting
up their sales target.
Sales analysis is showing the current and expected performance for their sales managers
according to vulnerabilities according to sales process. Predictive analytics is a used as a priority
tool in the year 2020. Sales trend for Cadbury for the coming period of five years is forecasted
asbelow:
Figure 1sales analysis for Cadbury for upcoming period of five years
Monitoring and controlling:
For the purpose of controlling all the functions and operations at Cadbury management is
focusing on use of certain key performance indicators. They will also be benefited in comparison
with the past performance and present performance so that for the profit margins can be
enhanced.
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Conclusion
From the above discussed report it can be concluded that for achievement of higher business
growth every organisation has to focus on their promotion and marketing objectives. Marketing
department plays a very crucial role in enhancing the growth of organisation and assessment of
the needs of all the customers. There is inter relationship that is present between all different
departments that is going to benefit organisation and also use of marketing mix and marketing
plan has and formulation of effective strategies.
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Reference
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