Roles and Accountabilities of Marketing Function in Cadbury

This assignment explores the roles and accountabilities of the marketing function in Cadbury, including brand management, market investigation, marketing content development, social media management, and communication with the target market. It also discusses the interrelationship of marketing with other functional units of the company and the key components of the marketing function. The assignment further compares Cadbury's application of the marketing mix model with Nestle.

UNIT 2: MARKETING
ESSENTIALS
1

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Accountabilities and roles of marketing function..................................................................2
Roles & accountabilities of marketing relate to business context..........................................3
Roles and accountabilities of marketing interrelationship with other functional units of
Cadbury..................................................................................................................................4
Key components of marketing function and its interconnection with other functional units of
company.................................................................................................................................6
TASK 2............................................................................................................................................6
Comparison between two companies based on application of marketing mix model...........6
Evaluation based on varied strategies applied by Cadbury....................................................9
TASK 3............................................................................................................................................9
Strategic marketing plan.........................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing comprise publicity, sales and advertising techniques & approaches that has
been used by several brands in the world of business. It is one of the most significant and
beneficial elements in term of generating brand awareness and increasing profits. The current
assignment will be based on Cadbury, which falls under list of leading confectionery companies
in Food & Beverage industry. It has successfully produced Dairy Milk and other chocolate bars
in the United Kingdom, especially for children’s. Firm has been recognized as second biggest
sweet brand in the universe after Mars Company. This assignment will explain roles and
accountabilities of marketing in context of chosen organization.
Furthermore, this study will define elements of marketing function and their
interconnection with other business departments. It will describe relationship between marketing
and other functional sections. This report will justify comparison between two firms base on
marketing mix model to achieve business objectives. Moreover, this assignment will describe
development of strategic marketing plan and its critical evaluation as well.
TASK 1
Accountabilities and roles of marketing function
Marketing function can be defined as operation of a company through which
management sells its products and services to target customers (Sombultawee and Boon-itt,
2018). This unit of Cadbury play important role in progress of venture. It has different
accountabilities and roles that provide a lot of benefits to firm in several terms.
Roles and responsibilities-
Define and manage brand-
It is one the most important roles of marketing function through which they can manage
brand image in marketplace in effective as well as systematic manner (Sawaftah, Calıcıoglu and
Awadallah, 2020). Marketing manager and its team define what Cadbury say about business and
products. By playing this role they can generate brand awareness in overall industry opposite to
other brands, operated in similar industry from longer period of time.
Conduct market investigation-
Another essential role of selected department in regard to company is to conduct market
research, which make firm enable to identify success factors and market opportunities in form of
competitive advantages (Tzempelikos and et.al., 2020). By playing this role, marketing
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management can gather a lot of important data about customers needs, information about
potential threats and changes in market. It can be defined as key responsibility of similar
functional unit to conduct appropriate market investigation and collect right data.
Develop marketing content-
Second role of marketing function in context of chosen company is to create effective
marketing strategy, which is quite beneficial for business in term of gaining attention of new
consumers towards purchase (Seyyedamiri and Tajrobehkar, 2019). Skilled and talented
applicants of marketing department can develop attractive content or message which they can
use to drive sales even better. After conducting market research, this role can be played by above
chosen department in systematic manner.
Manage and monitor social media account of company-
Marketing function is accountable for managing and then monitoring social media and
other advertising sources of a company, which in return allow firm to attract people and provide
all information directly to them (Parsons and Lepkowska-White, 2018). They manage accounts
of company in effective manner and focus on current post reviews from customer’s side.
Communicate with target market-
Marketing department and its team is responsible to direct communicate to target
consumers of companies, which is actually very essential because it help to identify further needs
of people and preferences in form of different chocolate flavours. They build strong bond
between company and its buyers. By playing this role marketing team can effectively build
trustworthy relationship with its target market.
Anticipating and satisfying consumer’s needs-
Along with above, marketing department can play this role as well in term of satisfy
customer’s requirements by communicating with production who can produce goods according
like and needs of its consumer.
Roles & accountabilities of marketing relate to business context
From above analysis, it has been identified that roles and responsibilities of marketing
function within Cadbury Company play significant role as it help to boost up productivity level
of business even better after conducting market investigation (Tumbas, Berente and Brocke,
2018). It is the main responsibility of department which allow applicants able to collect data
about preferences and needs of customers in effective manner that can be used while developing
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promo and strategies in context of products of Cadbury. It a procedure of identifying viability of
goods through investigation conducted by marketing team direct with potential buyers. Because
of this accountability firm can discover target consumers and obtain opinions and reviews from
people who are interested in purchase of firm items like Dairy Milk as one of the most famous
and demanding chocolate bars in the whole world.
More role and responsibility marketing department can play in context of Cadbury which
are quite useful and beneficial in form of grabbing current business growth opportunities
accessible in industry where firm has been operated (Chowhan, Pries and Mann, 2017). For
example, marketing function role is to develop strong connection between target market and
brand, which is possible when workers produce effective communication relationship via
sending mail to people about simple questions relate to preferences, further demand and
expectations.
Furthermore, it can be analysed that email is the best option or tool that marketing team
can utilize asks few queries direct to individual customer, like which flavour people like the most
in their favourite chocolate bars.
Marketing department with their talented and knowledgeable employees effectively
manage social media, official websites and other marketing relate accounts of Cadbury (Lurtz
and Kreutzer, 2017). It is the most essential and helpful responsibility of this function that
connect firm direct to individual customers. For example, social media accounts is the place to
promote quality products of chosen brand as it help to aware people about firm and its offers
especially produce according to needs.
All above roles and responsibilities of marketing department bring several benefits for
firm as it contribute in gaining competitive edges and building brand image at all over the world
in ethical manner by conducting ethical business practices.
Roles and accountabilities of marketing interrelationship with other functional units of Cadbury
Marketing function of Cadbury by working with other departments can increase
profitability and productivity of its business, which is actually very essential in world of
competition where existing players give tough competition to each other by using varied
approaches. The role and responsibility of main department is also related to other one.
Marketing with human resource-
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Both of these departments by working together bring a lot of benefits in context of
Cadbury in term of developing attractive marketing and product promotion plan. Marketing role
is message developer; they can create an effective job marketing plan which makes their
connection more stronger than before with human resource department (Martínez-Sánchez,
Vicente-Oliva and Pérez-Pérez, 2020). By conducting collaborative practices, marketing and
HRM increase productivity level of firm more than its rivals like Nestle. This collaboration is
important because it can boost sales and profits margin of venture and allow firm to develop
good marketing strategy. Human resource department while work load period conduct workplace
investigation through which they can identify needs relate to workforce. And it could be
accomplished when marketing team work with them and find out the most talented people who
can act according to expectations of employers.
Marketing with production department-
Market research is the role and also responsibility of marketing team through which they
can help production as functional unit in term of providing data about what people expect from
Cadbury in context of product quality and flavour. This kind of collaboration and coordination is
really very important at workplace of chosen firm because it enhance productivity of team and
improve quality of items in systematic manner, which turn into increase profitability and
generate more revenue (Ashnai and et.al., 2019). Food manufacturing and marketing relation
cater many benefits to company as it help to satisfy target customers and permit each of
individual buyer to conduct word of mouth promotion activities after reaching at satisfactory
level after purchase of items. Because of collaborative practices production section can
manufacture chocolate according to what customer need.
Marketing with IT-
Along with above interrelation and interconnection, marketing can work more closely
with information technology as other functional unit that also cater excellent benefits to Cadbury.
Marketing department role is to create content and it is possible when IT unit keep systems up to
date that can be used by team of marketing (Devece, Llopis‐Albert and Palacios‐Marqués,
2017). Collaboration between these two departments along with above two’s is essential because
it help firm to aware consumers about their goods and assure quality level. When marketing
work and collaborate with information technology section they can conduct data analysis
practices, manage social media accounts, and update pages where promotion content can be
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inserted. It can be analysed that relation between marketing and IT is growing more that is
essential and helpful as well.
Marketing with finance department-
Interconnection between all functions either marketing with HRM or with IT are
important for growth and excellent success of Cadbury. Interrelationship between marketing and
finance unit is beneficial and necessary because it helps to promote products and generate
awareness about brand at international level where profitable buyers are seeking to purchase
quality items with appropriate prices. Marketing unit can collaborate with finance department
because they allocate key resource for promotional activities to marketing manager, which make
them enable to develop effective and impressive message that influence people and his or her
mind in efficient manner. Because of appropriate collaboration between both functions, finance
department can easily analyse need of marketing relate to money which can be provided
accordingly. It helps to achieve desire outcomes of brand and business objectives.
Key components of marketing function and its interconnection with other functional units of
company
Market research, development of marketing content, communication, social accounts
management etc. are the key elements of marketing department which can interrelate with other
functional units of Cadbury like human resource administration, finance and production. For
example, with market research element marketing team can conduct investigation for
manufacture section because they needs data about people requirements and needs in context of
food. It is quite useful procedure, but takes a lot of time and efforts to accomplish appropriately.
Furthermore, other component that interconnects with other functional units of firm is content
creation which relate to HRM (Adams, Freitas and Fontana, 2019). Marketing department with
this force can create the best job advertisement message that directly reach at target people who
needs a good job and seek to work in well known brand. This act is beneficial for company as it
aid to build strong teams of players who can contribute in gaining competitive edge and increase
operational efficiency even better. While it can impact negatively when content is not created in
proper manner and defines the needs of business as it leads to decrease sales.
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TASK 2
Comparison between two companies based on application of marketing mix model
Marketing mix is a strategic tool that can be used for gaining competitive advantages
available in industry where Cadbury has been operated (Fasana and Haseena, 2017). It refers to
set of tactics and effective actions that an organization can use to promote its venture and
products in target market. Here, comparison between chosen brand and Nestle can be done which
is based on 7 Ps of marketing mix concept.
7Ps of Marketing Mix Cadbury Nestle
Product In order to gain competitive edge,
this firm can offer a large range of
items and produce according to
market needs especially child
because he or she love chocolate
more than elders. Firm can offer
different items in varied nations,
which make them able to reach at
global level; it can be a second
objective of company
(Wordsworth, 2018).
To achieve set goal and
business objective, as compare
to Cadbury this firm efforts to
provide more goods to
customers like Maggie, Pasta
and other, along with
chocolate. As top brand
organization can focus on
quality of items which bring a
lot of advantages (Singh and
Alazmi, 2019).
Price To gain attention of new buyers,
Cadbury can use right pricing
strategy and set cost of each item
accordingly. Management to
achieve this objective can use
price skimming strategy which is
quite good in term of increasing
customer base and then in return
increase profitability even better.
Nestle to become a market
leader can also use effective
strategy in compare to
Cadbury. Firm can utilize
value based pricing tactic
which make company able to
gain people attention through
items. It works really well
when things are creative and
innovate in shape and flavour.
Place It is the main element of
marketing mix because place is
Despite of distribution
channel, Nestle can adopt the
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the only factor that impact sales
and profitability level in market.
Cadbury can sell its products all
over the world by robust different
distribution channel. With this
tactic firm can build its presence
in whole universe and cater
quality item to wide customer
base.
best approach and strategy;
they can display its food
products in malls where
accessibility of population is
wider than shops or physical
outlets. In recent time, instead
of shopping from one shop to
another, people like to go mall
where everything will be
easily available.
Promotion Product and brand promotion is
really very essential as it help to
generate brand awareness and
drive attention of profitable
investors towards venture of
Cadbury. To achieve this objective
company can use all digital
marketing channels which is
beneficial for growth of venture.
All the marketing tools are
effective, but still Nestle can
use the best one as compare to
Cadbury. Furthermore, this
brand wants to generate
awareness of its venture like
other companies so in that
case, management can use
traditional along with current
marketing approaches.
Procedure Firm in order to become number
one brands in food and beverage
industry who sells quality items
can focus on supply chain
activities. Instead of using
chemical flavour they can add
natural one by using fresh fruits
which consume zero chemical and
give tasty and healthy item to
consumers.
Nestle can produce chocolate,
Maggie and other food items
by using the latest food
production technologies. This
tactic can save time and
money as well which firm can
use to gain further benefits
and achieve objective that is
competitive edge.
People Employees are the main part of Instead of hiring new workers,
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business as they can help to grow
and get success while operated in
industry. To increase productivity
and performance level firm can
hire skilled applicants who can
work hard and perform even
better. It can also help to reach at
profitable market.
nestle can build strong team of
workers by training session or
workshops. These two
approaches are beneficial
because it give firm chance to
save money and invest for
enhancing current skills of
people.
Physical evidence This element can help Cadbury to
show its presence in market and
accessibility in front of customers.
Organization to show its existence
can develop official website where
they can promote items and keep
people update about new offers.
Furthermore, Nestle can
attract customers by showing
its existence via billboard; it
can help to present its
evidence in sector.
From above comparison it has been summarized that by using effective approaches and
techniques taken from marketing mix model Cadbury has gained competitive advantages in
effective manner.
Evaluation based on varied strategies applied by Cadbury
As discussed above, Cadbury and Nestle are utilizing different strategies and taking
actions according to abilities and accessibility of competencies which is actually significant to
do. By using right tactics is has been identified that firms successfully obtained their objectives,
which can increased its venture growth and boost it in effective manner. But one thing can be
identify in above comparison that Nestle instead of hire people trained existing workers that is
quite risky because new people are able to bring innovative ideas by working with current one.
They need to recruit new staff who can contribute in each activity of company.
TASK 3
Strategic marketing plan
Marketing plan is comprise of right actions and strategies, it can be defined as
comprehensive document that clearly outlines a organization’s entire marketing attempts. Here
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marketing plan can be developed in context of Cadbury through which management wants to
launch its new product and that is mix fruit chocolate with sugar free elements, which is good
for health and taste as well.
Executive summary-
Cadbury is world’s famous chocolate brand because it produce children favourite
chocolate bar that is Dairy milk. Firm by using range of approaches and methods has
successfully and efficiently promoted its new mix fruit chocolate in the world. It has use STP
model to target customer, then SWOT analysis to identify internal abilities of its venture and
then use benchmarking along with KPIs tools to measure effectiveness of strategic marketing
plan.
Objectives-
 To satisfy people.
 To gain attention of international consumers-
 To become global leader
 To increase productivity and sales level.
Situational analysis-
In order to achieve all above objectives and get success of marketing plan, management
needs to conduct situational analysis which is important before taking any action and develop
further plan. There are ranges of strategic tools available in the world of business that can be
used for situational analysis. Here following one is the best and applicable in regard to Cadbury.
SWOT
Strength-
The biggest strength of Cadbury is its strong and skilled workforce who contributes and
support company in any situation. With experienced workers firm will achieve objectives and
allow its venture to reach at international level. With this strength company can obtain desire
results and develop effective plans to grab beneficial opportunities.
Weakness-
Product recalls is the biggest weakness of chosen brand that can impact its marketing and
other functional unit’s attempts negatively. Firm had recall portion of its items on varied
occasions that affect its brand image in negative manner and can lead to decrease sales. It can
also impact on current marketing plan.
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Opportunity-
Firm can become a international brand and achieve all set objectives in systematic
manner by grabbing current chances like product range expansion. By expanding its goods
Range Company can become a market leader and can develop wide customer base more than its
rivals, who are operated and managed business operations in similar sector.
Threat-
Accessibility of companies increases competition levels which can posses as biggest
threat for Cadbury. It can impact current business activities and practices of company in negative
manner and because of that management need to conduct hard work and consider effective
methods.
Strategy-
STP-
Segmentation-
Cadbury needs to target specific group of people before making plan for product launch
and manufacture it because it directly impact sales and profitability of firm. Its management
should use demographic segmentation tactic as it suitable for venture success. According to this
strategy company can target children along with youngster aged between 20 to 30.
Targeting-
Firm can target these groups of people and plan to sell new mix fruit chocolate to them
which they like a lot and purchase again and again. With this tactic company can increase its
profits margin and generate more revenue.
Positioning-
Organization can set position or image in mind of customers by using right marketing
tools or channel that can influence people successfully.
Tactics-
In form of tactic company can apply marketing mix elements-
7Ps-
Product-
Firm will produce new product and that is mix fruit chocolate that especially produce
for children and people who are diabetic.
Price-
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Company will use low pricing strategy for its new product because it allow child to buy
without thinking too much.
Place-
Organization will sell its item through small and local shops via making distribution
contract with them, it is quite easy and simple to sell product.
People-
They can hire local people who known customer better and sell them appropriately.
Promotion-
Firm will use traditional methods and digital marketing platforms as well which help to
generate awareness in short term period.
Process-
Management will collect all fruits from good suppliers who has organic farm where
every things is organic nothing will relate to chemical.
Physical evidence-
Firm will show its existence and product as well by using template and creating new
website.
Monitoring and controlling-
Management will analyse success of its above strategic marketing plan by using
benchmarking and KPIs as strategic management approaches. Ration of profits margin is the
monitoring or controlling parameter. Marketing team will evaluate overall plan through consider
customer base, which help to identify its success.
CONCLUSION
By summing up above discussion, it has been identified that marketing functions of
Cadbury has played vital role in success and growth factors of business. By developing effective
promotional content and advertisement firm has reach at global level where they has successfully
gained attention of wide target market. From above analysis, it has been determined that all
marketing elements like market research, data analysis and other has provide benefits to human
resource department, finance and production as well. By using all components of marketing
functions, organization has appropriately managed its growth within industry and sustained for
longer period of time. Furthermore, it has been summarized that Cadbury and Nestle by using all
element of marketing mix model has obtained success. By utilising SWOT analysis model, STP
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and also developing effective tactics, organization has get success after implication of its
strategic marketing plan, which is quite beneficial. Moreover, it has been examine that by taking
right action management has controlled and managed performances of applicants, according to
plan.
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The Role of a Marketing Department. 2020. [Online]. Available Through: <
https://www.thehartford.com/business-insurance/strategy/creating-marketing-department/
role>
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