Roles and Responsibilities of Marketing Function in Cadbury

Marketing Essentials

CONTENTS
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function............................................................1
P2. Role and responsibilities of marketing related to the other functional unit..........................3
TASK 2............................................................................................................................................5
P3. Application of marketing mix...............................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as the group of activities which are mainly performed by an
organisation in order to promote its product or services among target market for persuading them
to make purchases. Marketing plays a significant role in attracting the targeted consumers toward
by making them aware about the products available in market and benefit it offers to them
(Ahmed and Rafiq, 2013). The current report is based on Cadbury which is a British
multinational confectionery company that offer range of products related with food and
beverages category such as milk additives, candies,biscuits cookies, chocolates etc. The current
report contains a detail description regarding the roles and responsibilities of marketing along
with their interrelationship with other functional unit. Other than this it also contains a detail
description regarding marketing mix by comparing it with competitor brand and marketing plan
of the company.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing is considered as the process through which goods or services are being moved
by an organisation from the factory to the place for its final consumption. There are number of
activities that are mainly performed by the company in marketing for interacting with customers,
making them aware about the product and providing them commodities as per their demand on
timely manner. Cadbury is considered as the leader of adopting right marketing strategies which
supported it in becoming successful confectionery brand throughout the world. It always focuses
toward identifying the current and future trend so that products can be altered accordingly to
provide maximum satisfaction (Baack, Harris and Baack, 2013). For example, Cadbury offer its
chocolate in different size, price and packages which ensure that customers of different level can
afford the product.
In order to perform marketing effectively there are certain role and responsibilities which
is to be consider by the marketing function of the Cadbury so that best possible outcome out of
efforts can be achieved. These role and responsibilities are explained below:
Roles: -
Pricing: - This is considered to be a most essential role that marketing department has to
perform carefully by setting up the price in such a manner that the cost of company and its
benefit can be earned along with providing adequate value to the consumers with the benefit of
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product. The marketing department of Cadbury fix up the price of products that are agreeable by
the consumer to pay off and at the same time it become able to recover the cost by dealing with
all the factors such as production expenses, competitors price, rate of profit etc.
Promotion: - Another important role of marketing department is to perform set of
activities that help the brand in interacting with its target customers by providing them accurate
information regarding the product offered by company and its associated benefits (Brady, 2014).
The marketing department of Cadbury perform several marketing activities such as TV
advertisements, social media marketing, billboard, campaign etc. that help in promoting the
brand by p0roviding accurate and true information to the customers.
Marketing information system: - Under this, marketing department perform an
investigation over the target market for identifying the need and demand of consumers so that
products can be deliver as per the customers want. In Cadbury the marketing department focuses
toward determining the changing customer demand and then accordingly improve its product for
achieving the maximum satisfaction.
These all are the role that a marketing department involves which support in enhancing
its quality of catering customers demand but other then this there are certain responsibility of
marketing department toward the company and customers which is to be followed by them.
These are explained below:
Strategy: - The marketing manager is responsible for formulating effectively strategies
that can align the goals of an organisation with the message it delivers to target customers about
offerings so that maximum outcome can be achieved (Clow and James, 2013). The marketing
department of Cadbury has excel over this as its marketing managers develop strategies which
support them in attracting the customers more effectively, such as it formulate marketing
advertisement or approaches in a manner that attract people of all age group toward its products.
Product development: - The marketing manager is responsible for gathering the relevant
information about the changes taken place within market and then try to blend this information
within the operation of production department so that demand of customers can be fulfilled with
the offering of company. Cadbury always focuses toward taking feedback from its customers and
then offers them products accordingly in order to always remain at the top in their list and keep
them bind with the company.
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