The Role of Marketing in Cadbury: Definition, Interrelationships, and Marketing Plan

THE ROLE
OF
MARKETING

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Definition and the marketing concept..........................................................................................3
The Role of marketing.................................................................................................................3
Interrelationships of functional units...........................................................................................4
PART 2............................................................................................................................................4
Comparison on basis of marketing mix.......................................................................................4
PART 3............................................................................................................................................7
Basic marketing plan for Cadbury...............................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the function that is basically used for promoting goods and services in order to
increase their sales which directly increases their profitability. Present report will lay emphasis
on Cadbury. Cadbury is a British multinational confectionery company wholly owned by
Mondelez International since 2010. Report will lay emphasis on the role and responsibilities of
marketing function. It will provide inter-relationship of marketing department with various other
departments. Assignment will also provide details about marketing plan for the firm.
PART 1
Definition and the marketing concept
Marketing: It is that activity used for creating relationship by satisfying consumers’ needs
and wants. This action of company assists them in attracting consumers that directly increases
sales of product. Nature of marketing defines it as an art and science of choosing target market
and enhancing consumer experience by delivering them quality products.
Current and future trends: Current trends includes making better videos, digitalised
campaigns. In future marketing trends Cadbury can engaged in making use of personalized and
more flexible advertising. They can use of mobile platforms to increase sale of goods and
services. Firm can also have engaged in utilising Chabot’s and artificial intelligence.
External environment impact on marketing activity: There are various factors that lay
impact on working of marketing environment like for example social factor in this Cadbury
needs to engaged in making healthier products as more and more consumers are becoming health
conscious and they are preventing use of fat and sugar in food products. They can renovate and
bring out more nutrient chocolates.
The Role of marketing
Structure and operations of marketing department: Structure and operations totally
depends upon the size of business, in this Cadbury can engaged in appointing a leader, higher
level executives and the staff members which work under them. Each manager has their own role
and responsibility that can assist Cadbury in achieving their goals and objectives. There is
product manager who are engaged in doing sole work of research and development. Also there
are advertising manager
Different roles of marketing within both a B2C and B2B context: Marketing has one of
the most significant role in B2C. Through marketing Cadbury can engaged in making consumers

aware about the products and services which they are going to sale. It increases liking of goods
and profitability. There are number of platform that can be used by company to engaged in doing
business to business marketing. In order to attract more businesses towards them they can
advertise through industry publications and websites.
Interrelationships of functional units
Marketing as a business function: It has various roles and responsibilities that assists
organization in enhancing the value of their products. Key function of Marketing in Cadbury is
to engaged in doing research. This department is highly involved in analysing recent trends that
are being adopted by competitors.
Interrelationship between different functional units: Marketing is being inter-related to
various departments. It includes the following:
Marketing with human resource: Marketing department of Cadbury is engaged in making
employees aware about the vacant post in organization. Human resource is than involved in
attracting efficient and talented staff and then recruiting them. It is one of the most essential
function for company to increase their productivity.
Marketing with finance: Finance is focused on revenue, expenses, profit and shareholder
value. Marketing is responsible for helping the organization acquire and keep profitable
customers and therefore relate its functions directly to cash flow.
PART 2
Comparison on basis of marketing mix
basis Cadbury Nestle
Product Cadbury is engaged in selling
various products like Dairy
milk, Gems, Bournvita,
Eclairs, Oreo, 5- Star. They
cover over all 70% of the
confectionery business
(Peattie, 2016). They are
engaged in providing
company with high quality of
goods and services.
Nestle is engaged in bringing
lots of different products.
They provide baby food,
confectionery items, Noodles,
dairy products, frozen food,
Bottled water in order to
attract high number of
consumers towards them.