The Role of Marketing and Marketing Plan

The Role of
Marketing and
Marketing Plan

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
TASK2.......................................................................................................................................7
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives..................................................7
TASK3.......................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation....................................9
CONCLUSION........................................................................................................................13

INTRODUCTION
Marketing can be defined as an activity within the organisation which is related to
promotion of the products and services of the firm within the market. Include different kind
of tools and techniques related to marketing which are advertisement sales promotion and
merchandising and many more (Ahmed and Rafiq, 2013). Marketing tools helps in
establishing the relationship between customer and organisation so that organisation can
easily sell its product by attracting large number of customers. In relation to the current
report, choosen organisation is Cadbury. It is a British multinational organisation which is
selling its goods and services at global level. The major product of the organisation is
chocolates and allied products. News variety of products within the market which include
Cadbury dairy milk, Cadbury silk, Cadbury 5 star and many more. This current report there is
discussion about the relation between marketing function with other functions
withinorganisation as well as importance of marketing function. There is also a comparison
of Cadbury marketing mix with its main competitor. In the end of this report, there is
discussion about a proper marketing plan which can be adopted by the organisation achieve
its goals and objectives related to marketing.
MAIN BODY
TASK1
P1 Explain the key roles and responsibilities of the marketing function.
Covered in PPT
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Covered in PPT
TASK2
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing Mix (7 P's) of Cadbury and nestle
Basis Cadbury Nestle
Price Cadbury follow the average
pricing policy where it uses
Nestle use differentiation price
strategy where it charge prices

reasonable prices for its
products and services. The
major product of organisation
like five star served under the
low price category to target the
low income group where
company also offer premium
brands and chocolates which
target high income group
individuals (Joshi, 2012).
according to the products and
services offered by the
organisation. Under this
category are determined
different prices for different
products and provide huge
benefits on the purchase of
large amount of product.
Product Product mix of Cadbury is
effective to the organisation
because it of a large number of
products to the customer
which include different kind of
chocolates and beverages.
company is also expanding its
business in cakes and other
products related to chocolates.
These are five stars, éclairs,
Dairy milk silk and many
more.
Nestle also include a large
range of FMCG goods and
services as well as food and
allied products which provide a
wide range to the customer.
This help organisation in
maintaining effective product
mix. These are milkmaid, Bar-
one, kit-Kat and many more.
Place Distribution network of
Cadbury is also strong to the
company where the place mix
helps the organisation in
managing the demands by
categorising the products in
urban and non-urban
categories. It follows direct
distribution channel which
involve low number of
Nestle is operating with the
appropriate distribution
channel which help the form
and distributing its products
and services across the globe
in an appropriate manner by
matching the demands of the
product (Lovelock, 2011). It
follows indirect distribution
channel which involve large