Roles and Responsibilities of Marketing Function

This document discusses the essential roles and responsibilities of the marketing function in an organization. It explores the interrelationship between marketing and other departments and the importance of effective coordination. The document also provides insights into the marketing mix and its significance in achieving business objectives.

Marketing Essentials
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Essential roles & responsibilities of marketing function..................................................3
M1 Analysis of roles & responsibilities of marketing in relation to marketing environment5
P2 Roles and responsibilities of marketing associated with wider organisational context....6
M2 Analysis of importance of interrelationship among marketing and other departments of a
company.................................................................................................................................7
TASK 2............................................................................................................................................7
P3 Marketing Mix...................................................................................................................7
M3 Evaluation of various tactics used by company to demonstrate how objectives can be
achieved................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan for the respective organisation...............................................................10
M4 Produce a detailed evidence based marketing plan for company..................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is termed as a process of creating awareness and promotion of products and
service offered in market by an organisation. Along with this, it is a way of enhancing sales and
attain competitive advantage at marketplace. Marketing involves various functions such as
advertisement, selling, promotion, free distribution and may more. In an easier term, it is selling
a product as well as service to the target market (Perreault, 2018). For examining different
concepts and aspects of marketing, Cadbury is taken into consideration. The company was
founded in the year 1824 and its head office is located at London, United Kingdom. The
company offer wide variety of products such as biscuits, chocolates, cookies, desserts and many
more. One of the main reason of its success is its market presence as Cadbury products is easily
available at every supermarket and local shops. The present report will cover various roles and
responsibilities of marketing function. In addition to this, there is discussion about
interrelationship among different departments of an organisation. Furthermore, there is contrast
and comparison of marketing mix between Cadbury and other competitive organisation. Later, a
marketing plan is developed which help an entity to enhance its sales and profitability leads and
to attain objectives within given time frame.
TASK 1
P1 Essential roles & responsibilities of marketing function
Marketing is defined as a process of selling goods and service to target market in an
effective manner. In addition to this, it is identifying opportunities in market that has positive
impact on sales and profitability of company. It is determine that marketing help in gaining
insight about market trends and customer needs that is required to be fulfilled in order to attain
success and growth as well. One of the main function of marketing is to satisfy customers and
develop a good brand image at marketplace.
Marketing concept is termed as a belief which states that needs of customer is required to
be analysed first in order to take better decision and to gain positive results. Customer are the
success key of an organisation and to maintain them as a loyal customer, it is important to fulfil
their needs. Marketing concept mainly consist of five concepts that help an entity to achieve best
results and to earn higher profits as well.
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 Production concept : This concept states that customers in market purchase those
products as well as services that is easily available to them and at reasonable price. In
case of Cadbury, this concept is used by company that help in enhancing their sales and
profitability in an effective manner. Product concept : According to this concept, it is determine customers like to buy those
products and services that consist of better features, quality and performance as well
(Pooler, 2018). With reference to Cadbury, it help company to make continuous
improvements and offer innovative and quality products at marketplace which in turn
help in attaining competitive advantage at marketplace. Selling concepts : This concept shows that customers purchase those goods and services
that is highly promoted in market and set in the mind of customers. Cadbury promotes its
product by using attractive advertisement that help in creating awareness and enhance
sales of company. Marketing concept : Marketing concept states that it is important for an entity to fulfil
the requirements of customer on order to gain success and retain market for longer time.
It help Cadbury to develop a positive brand image and strengthen market position in an
effective manner.
 Social marketing concept : One of the most important factor for company is to offer
those product and services that is easily acceptable and improve living standard of
people prevailing in society. In relation to Cadbury, it can use this method by developing
CSR strategies in an effective manner.
Roles and responsibilities of marketing function:
There are various roles and responsibilities perform by marketing function of an entity in
order to enhance sales and earn higher profit margin. It is essential for higher authorities to clear
each and ever responsibility to marketing staff members so that they can execute activities
associated with marketing in an effective manner. The marketing activities is mainly implement
by companies in order to target right and potential customers. The roles and responsibilities of
marketing in context to respective organisation is given below:
 Identifying customer requirements: one of the major role paly by marketing
department is analysing requirements of customer in an effective manner. It is determine
that fulfilling such requirements aid company to remain for long-term and attain success
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at marketplace. In relation to Cadbury, its marketing department conduct market research
in order to gain knowledge about customer needs and market trends (Pricilla, 2019). It
help company to satisfy customer and retain them for longer time period that has positive
influence on productivity and profitability of company.
 Advertising and promotion: The another role that is performed by marketing
department is advertisement and promotion of goods as well as service in an effective
manner. The marketing department choose a suitable tool for promotion and develop an
attractive advertisement and message with an aim to grab attention of people that help an
entity to enhance its customer base level and earn higher profits as well. In case of
Cadbury, its marketing managers conduct advertising campaign and uses social media
application in order to promote goods and services. It help company to increase its sales
and performance level in an appropriate manner.
 Applying customer-centric approach : Marketing department of a company ensure that
good quality is offered to customer as it help in marinating long-term relationship with
them that has positive influence on future sales and profit of company (Grimmer, 2018).
With reference to Cadbury, its marketing manager focus on implementation of activities
in such manner that help in offering quality at marketplace and develop positive mind-set
of customers towards brand.
There are also other roles played by marketing department such as development of marketing
strategy, branding, public relations and many more. Performing of all such roles and
responsibilities help company to attain its desired goals and objectives in a given time period.
M1 Analysis of roles & responsibilities of marketing in relation to marketing environment
The marketing department perform various roles and responsibilities such as identifying
customer requirements, branding, advertisement and so on. Marketing environment consist of
internal and external factors that has direct influence on business activities and operations as
well. It is determine that factors impact on growth of company. changes in such factors impose
company to change its marketing strategy that help in declining level of threats and help in
attaining competitive advantage at marketplace.
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P2 Roles and responsibilities of marketing associated with wider organisational context
It is determine that marketing situation involve both internal and external that has direct
influence on the overall business activities and function in both negative and positive manner as
well. Every organisation involve many departments that are interconnected with each other and
influence the whole functionality. In addition to this, it is identified that all this departments
work to achieve common goal and objectives on stipulated time period. It is important for higher
authorities of company to maintain a good relation in all departments to attain business
objectives in a proper and timely manner as well. With reference to Cadbury, interrelation of
marketing department with other departments help in increasing performance of company. The
interrelation of marketing department along with other department is defined below: Marketing and production department: it is determine that production and marketing
department is linked with each other and help Cadbury to satisfy customer and maintain
a balance between demand and supply properly. The marketing team conduct research in
order to gain knowledge about market trends and customer requirements. This help
production department to develop those products which satisfy customers and fulfil
demand in market. It help company to retain customer for longer time period and
enhance level of sales as well as profitability in an effective manner. Marketing and finance departments: Finance department is responsible for ensuring
availability of funds in order to implement activities in an effective manner. In addition
to this, it develop a budget and allocate funds in an effective manner. The marketing
department carries out promotional and advertising activities that help organisation to
increase its sales and gain higher profit margins (Hanlon, 2019). With reference to
Cadbury, the marketing department requires funds in order to implement promotional
activities that is sanctioned by the finance department. Availability of funds help
company to easily carry out activities and enhance their profitability. In addition to this,
through promotion marketing department brings funds to company that is managed as
well as controlled by department of finance. Thus, it is stated that both finance and
marketing department is interrelated with each other and require to maintain good
relation and coordination in order to carry out function in proper manner and enhance
performance of Cadbury.
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 Marketing and human resource department : HR department plays vital role in very
association as they are responsible for activities such as recruitment and selection,
training and development, employee relation, providing positive working environment
and many more. All this functions help company to meet with their targets and increase
productivity of company in an effective manner. Marketing and HR department maintain
good relation with each other in order make customer satisfied and to increase number of
loyal customers towards brand. In relation to Cadbury, Marketing department share the
requirement of candidate to human resource department. On this basis, HR department
put their efforts and uses recruitment and selection method to gain effective and talented
candidate for company. By the assistance of talented staff member, the marketing
activities is implemented in effective manner that leads to raise in profitability and
revenue level of Cadbury.
M2 Analysis of importance of interrelationship among marketing and other departments of a
company
It is important for an organisation to coordinate and maintain good relation among
marketing and other departments in order to achieve common goal. In addition to this, it is
essential to have effective communication among this departments as it help in implementing
activities and operations in a smooth and proper manner (Ganjre, 2019). It also aid company to
maintain good relation with customer and enhance sales and profitability in an effective manner.
TASK 2
P3 Marketing Mix
Marketing mix is define as an effective tool that has influence on the overall performance
of company. This tool is used by many organisations with an aim to achieve objectives within
given time frame. It help company to gain knowledge about strategies, tactics of competitors that
help in developing more effective strategy which in turn aid in attaining competitive advantage at
marketplace. The marketing mix involves 7P’s that is product, place, price, process, promotion
physical evidence and people as well. Herein, a comparison is made with Nestle that offers same
kind of products as Cadbury. The 7P’s of marketing mix is defined below in context to Cadbury
and Nestle as well:
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Strategies/ Mix Cadbury Nestle
Product Product is something that is offered
in market in order to develop value
for customers and gain profits in an
effective manner. Cadbury offer
wide variety of products globally
such as Dairy milk, Bourneville,
silk, biscuits, dairy milk shots, ice-
cream and many more. providing
such a large range of product help
company to capture large market
and enhance their profitability level.
Nestle also offer products such as
Maggi, kit-kat, baby food,
beverages, milk nutrition products,
milk chocolates and so on. It is
determine that more earnings and
profit margin earned by company
is from its famous product Maggi.
Price The company uses skimming
pricing strategy that help in
attracting large number of people
towards product. It is important for
company to set price as per
customer willingness and quality
too. Cadbury uses different pricing
strategy that uis for products such
as Five star, Perk, Eclairs, it offer at
economic price and for products
such as Cadbury silk, Bournville,
OREO it make use of skimming
pricing strategy. Moreover, the
company also offer combos at
different price on festive seasons.
Nestle make use of competitive
pricing strategy that help in
gaining competitive edge at
marketplace. It is determine that
company is going to use price
penetration strategy in order to
gain high market share and
enhance their revenue level in an
effective manner.
Place Cadbury offer product globally and Nestle is making use of intensive
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its product is easily available at all
locations. In addition to tis, every
product of Cadbury is available at
supermarket, local shops, general
stores and online also.
strategy in order to deal with large
number of retailers. It is determine
that products of Nestle is also
available at local shops,
supermarkets and so on.
Promotion Cadbury develop an attractive and
different advertisement which make
customer to once try its offerings.
In addition to this, the higher
authorities of Cadbury make use of
digital channels such as social
medial application that help in
reaching large number of people
towards its product (Fill and
Turnbull, 2019). It make use of
Facebook, Instagram, YouTube
where millions of people see its
advertisement that leads to increase
in customer base level and sales of
company in an effective manner.
Nestle make use of both traditional
and modern methods of advertising
such as print media, radio, online
advertisement and so on. In
addition to this, it also conduct
marketing campaign in order to
make people aware about its
product and enhance sales in an
appropriate manner.
People The company provide training
session to staff members in order to
enhance their skills and capabilities
as it help company to provide
quality service to customers. In
addition to this, it is sated that its
target market is youth and children
but its product is consumed by all
ages of people in market.
Nestle has high number of
employees and in order to maintain
good relationship with them,
company ensure that requirements
of staff members is fulfilled. In
addition to this, it provide quality
to its customers and take their
feedbacks in order to make them
feel valued and important for
company.
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Process The higher authorities of Cadbury
monitor and check process from
manufacturing to packaging that
help in maintain quality that is
offered in market to customers.
It is determine that Nestle installed
system in retail stores that help in
gaining knowledge about level of
inventory. It help company to
maintain demand and supply in a
systematic manner.
Physical Evidence The physical evidence of Cadbury
involves logo, packaging,
pamphlets and so on. Along with
this, buying behaviour of customers
towards product is also consider as
physical evidence of Cadbury.
The packaging of Nestle is
attractive and its logo is unique
that help customers in easily
identifying products in a proper
manner.
M3 Evaluation of various tactics used by company to demonstrate how objectives can be
achieved.
Tactics are strategies which are carried out by an organisation in order to attain goals &
objectives. Cadbury uses different marketing strategy and tactics that is segmentation, targeting
& positioning as well (Ferenczová and Józsa, 2018). In addition to this, it make use of marketing
mix strategy that aid company to plan various factors such as packaging, channel of
communication, price and so on. This strategy will help company to target right market and to
improve its performance and profitability level in an effective manner.
TASK 3
P4 Marketing plan for the respective organisation
Marketing plan is a blueprint that consist of policies and strategies that is developed and
adopted by higher authorities in order to attain objectives and goals within given time frame. In
addition to this, it is determine that marketing plan help an organisation to analyse all aspects
such as promotion method, pricing, distribution process and so on. It is determine that Cadbury is
going to launch its sugar free ice-cream of different flavours in order to attract more number of
people and offer large variety in market. In relation to Cadbury, the marketing plan is given
below:
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Executive summary : Cadbury is a multinational confectionary organisation that offer
wide variety of products in market such as Dairy milk, Perk, Silk, Oreo and many more. The
company is going to launch new product in market that is sugar free ice-cream that help in
attracting more number of people towards brand. The marketing plan is developed that involve
strategies, mission, vision, objectives, target market and many more that help Cadbury to
implement activities associated with new product in an effective manner and attain their desired
goals and objectives as well.
Vision : The vision statement of company is “To developed a brand that is loved by
customers and to be the first choice of customers”
Mission : “To offer quality products in market that satisfy customers and gain leading
position” is the mission of Cadbury.
Objectives :
 To increase sales by 10% in coming 12 months by offering new product in market.
 To enhance its customer base level by 15% in a year by offering quality product at
reasonable price in market.
Situation Analysis :
 SWOT Analysis :
Strengths Weaknesses
 Cadbury is a renowned brand that offer
quality product in market that help
company to increase its number of
loyal customers and is consider as
strength of company (d'Alessandro,
2020).
 The promotional activity of Cadbury is
so strong that help in attracting large
number of people and enhance sales as
well as profit margin of company.
 The company is not able to perform
well in rural market and is consider as
weakness of Cadbury.
 The company is not able to conduct
extensive market research due to which
it is not able to expand its product line.
Opportunities Threats
 The number of Diabetes patient is  There are many competitors prevailing
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increasing continuously and the
company have the advantage to offer
sugar free ice-cream and chocolate in
market that help in capture high market
share.
 Cadbury has the opportunity to expand
its product line that help in increasing
profitability of company.
at market place that offer similar
product and is consider as threat of
company.
 Sugar free chocolates is easily imitate
by its rivals that may impact negatively
on its sales and profitability level
Strategies:
Segmentation In relation to Cadbury, its segment market on the basis of demographics
and psychographics. It consider age group, life style, income level and so
on. if it is talking about new product that is sugar free ice-cream, the
market segment is customers that uses premium products.
Targeting The sugar free ice-cream that is going to be offer in market by Cadbury
targets people suffering from diabetes and are concerned of their health.
Positioning It is basically developing a positive image in mind set of customer and to
position product at right place. In relation to sugar free ice-cream, it is
going to available at both supermarkets and local stores as well.
Budget: It is important for Cadbury to develop a budget so that all activities is
implemented in a proper manner associated with the launching of new product. The marketing
budget of Cadbury is given below:
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Control and monitoring : It is significant for top level management of Cadbury to monitor
activities on continuous basis as it help in making improvements and enhance performance of
staff member. In addition to this, it also help in meeting with targets and help in attaining
objectives within given time frame.
M4 Produce a detailed evidence based marketing plan for company
Marketing plan is a written document that includes tactics, plans, mission, vision, strategies,
target market and many more. It is important for an organisation to consider all such factors
while developing and offering new product in market (Campbell, Martin and Fabos, 2018). It
will help company to target right customer and position product at marketplace. In addition to
this, it aid an organisation to attain its objectives and goals within given time frame.
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CONCLUSION
From the above discussion, it has been concluded that it is important for an organisation
to develop an effective marketing strategy in order to promote its products and services that leads
to raise in sales and profitability of company. In addition to this, one of the reason of success of
company in market is satisfying requirements of customer that is analysed by marketing
department of company. There are also various roles performed by marketing department such as
branding, promoting, development of marketing strategy, market research and so on.
Interrelationship of marketing department with other departments help an entity to enhance its
productivity and profitability level. Furthermore, strategic marketing plan consist of vision,
mission, objectives of company that help in meeting with targets and achievement of objectives
within given time frame.
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