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 and responsibilities of marketing function..............................................3
M1 Analysis of roles as well as responsibilities of marketing in context to marketing
environment............................................................................................................................5
P2 Roles and responsibilities of marketing associated with wider organisational context....6
M2 Analysis of importance of interrelationship among marketing and other departments of an
organisation............................................................................................................................7
TASK 2............................................................................................................................................7
P3 Marketing Mix ..................................................................................................................7
M3 Evaluation of various Strategies adopt by a company to show how objectives can be
attained.................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan for the respective organisation...............................................................10
M4 Produce a detailed evidence based marketing plan for company..................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
.......................................................................................................................................................16
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INTRODUCTION
Marketing is termed as a procedure of creating awareness & promotion of products &
service offered in market by a company. In addition to this, it is a way of enhancing sales and
attain competitive advantage at marketplace. Marketing consist different functions like selling,
advertisement, promotion, free distribution and so on. 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 chosen as a base company. The company was established in
year 1842 & its headquarter is situated at London, Uk. 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 discuss various roles as well as responsibilities of
functions of marketing. Along with 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 that assist an entity to enhance its sales and profitability leads and to achieve
objectives within given time frame.
TASK 1
P1 Essential roles and responsibilities of marketing function
Marketing is defined as a procedure of selling goods and service to target market in a
proper manner. Along with this, it is identifying opportunities in market which has positive
impact on sales as well as profitability of a organisation. It is determine that marketing assist in
gaining insight about market trends & 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 so that they can retain for longer time period.. It help
Cadbury to develop a positive brand image & strengthen market position in an
appropriate way. 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 several roles & 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
related with marketing in a proper manner. The marketing activities is mainly implement by
companies for targeting 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 play by marketing
department is analysing requirements of customer in an appropriate manner. Along with
this, it is analysed that fulfilling such requirements aid company to remain for long-term
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and attain success 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 & engage them for longer
time frame that has positive influence on productivity and profitability of company. Advertising and promotion: Another role that is performed by marketing department is
advertisement and promotion of goods as well as service in an appropriate 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 for
promoting 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 as well as responsibilities of marketing in context 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 which has an impact on the overall operations and activities of
business. It is determine that factors impact on growth of company. changes in such factors
impose company to change its marketing strategy which assist in reducing 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 indispensable for
managers of company to maintain a good relation in all departments to achieve business
objectives in an effective and timely manner as well. With reference to Cadbury, interrelation of
marketing department with other departments help in increasing performance of company. Such
interrelation is given 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 among demand & supply properly. The marketing team conduct research for
gaining knowledge about market trends and customer requirements. This help production
department to develop those products which satisfy customers and fulfil demand in
market. It assist organisation 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 : Human resource department plays
important role in very association as they are responsible for activities such as training
and development, recruitment & selection, employee relation, providing positive
working environment and many more. All this functions assist organisation 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 an
organisation
It is essential for a company to coordinate and maintain good relation among marketing and
other departments as it help in attaining desired goals within the time period. In addition to this,
it is essential to have effective communication among this departments as it help in
implementing activities & operations in a systematic way (Ganjre, 2019). It also aid company to
maintain good relation with customer and enhance sales as well as profitability in a proper
manner.
TASK 2
P3 Marketing Mix
Marketing mix is consider as a tool that has direct impact on the activities as well as
performance of an organisation. This tool is used by many organisations with an aim to attain
objectives within given time period. It help company to gain an insight about various tactics and
strategies which aid in developing an effective strategy. 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 significant for
an organization 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 which assist in
gaining competitive edge at
marketplace. It is analysed that
respective organisation 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 Strategies adopt by a company to show how objectives can be attained
It is analysed that strategies is executed by companies for attaining objectives and goals . In
relation to Cadbury, it make use of marketing strategy that is STP process. (Ferenczová and
Józsa, 2018). Along with 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
like pricing, promotion method, 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 range 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 which aid in
gaining eyes of large audience towards products and services. 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 the coming 12 months by offering new product in market.
 To increase 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 more
number of people and increase sales 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 essential for Cadbury to create a budget so that all the tasks is implemented
in a proper manner associated with the launching of new product. The marketing budget of
Cadbury is given below:
Control and monitoring : It is significant for top level management of Cadbury to monitor
activities on continuous basis as it assist in improving and enhance performance of staff member.
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In addition to this, it also help in meeting with targets and aid in achieving business objectives
within stipulated time period.
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 companies to attain its objectives & desired goals within stipulated time period.
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CONCLUSION
From the above discussion, it is stated that it is significant for a company to develop an
effective marketing strategy in order to promote its products & services that leads to raise in
sales and profitability of an organisation. 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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REFERENCES
Books and Journals
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Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019), p.78.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kuntonbutr, S., 2019. Book Review: Essentials of Marketing. RMUTT Global Business
Accounting and Finance Review, 2(1).
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview. Routledge.
Critchley, S., 2020. Dynamics 365 for Marketing. In Dynamics 365 Essentials (pp. 231-255).
Apress, Berkeley, CA.
d'Alessandro, S., Winzar, H., Lowe, B. and Zikmund, W., 2020. Marketing Research. Cengage
AU.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Malara, Z. and Ziaeian, Y., 2019. Marketing Model in Global Companies: Designing and
Management. Przegląd Organizacji, (6), pp.23-30.
Ganjre, K., 2019. A Study on Essence of Integrated Marketing Communication (IMC) for
Organisations in Indian Context. NOLEGEIN-Journal of Advertising and Brand
Management, pp.1-9.De Talhouet, G., 2020. Quantum Marketing: A new way to think
marketing and create exponential growth. Journal of Brand Strategy, 8(4), pp.317-329.
Mukherji, B., Pattanaik, P.K. and Sundrum, R.M., 2019. Rationing, price control and black
marketing. Indian Economic Review, 54(1), pp.57-74.
Online
Marketing Mix. 2017. [Online]. Available through: <https://marketingmix.co.uk/>.
Mondelez United Kingdom. 2019. [Online]. Available through:
<https://www.cadbury.co.uk/products>.
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