Roles and Responsibilities of Marketing Function in Cadbury

This report discusses the key roles and responsibilities of the marketing function within the organizational context of Cadbury. It also analyzes the interrelationship of marketing function roles and responsibilities with other departments of the company. The report further compares the marketing mix planning adopted by organizations to achieve business objectives and evaluates the importance of interrelationships between marketing function and other functional units.

Unit 2

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1...............................................................................................................................................3
P1 Key roles and responsibilities of marketing function within organisational context........3
M1 Analysis of marketing environment in relation to key role & responsibilities above
discussed.................................................................................................................................4
P2 Determining interrelationship of marketing function roles & responsibilities relation with
other departments of chosen corporation...............................................................................4
M2 Analysing importance of interrelationships between marketing function and other
functional units.......................................................................................................................6
D1 Critical evaluation of marketing function elements and their relation with other functional
departments.............................................................................................................................6
Task 2...............................................................................................................................................6
P3 Comparison of various marketing mix planning adopted by organisations to achieve
business objectives.................................................................................................................6
M3 Evaluation of different business tactics applied by organisations to achieve company
objectives..............................................................................................................................10
Task 3.............................................................................................................................................10
P4 Evaluate and produce basic marketing plan within organisational context....................10
M4 Analysis of detailed evidence based marketing plan for chosen enterprise.................13
D2 Evaluate design of a marketing strategic plan with use of 7p's to attain overall marketing
objectives..............................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES:.............................................................................................................................15

INTRODUCTION
Marketing is an activity that includes promotion of particular product of concerned
organisation through selling & buying process. This activity is mainly used by companies to
deliver quality product to consumers by ways of promotions, after-sale services etc. creating a
brand awareness in marketplace. One such organization is Cadbury, a British multinational
corporation founded in Birmingham, UK. Following organisation is famous for its well known
chocolates including dairy milk, Oreo silk etc. being second largest company after Mars. The
report describe various marketing functions, key roles & responsibilities, interrelationship
between departments and marketing mix etc.
MAIN BODY
Task 1
P1 Key roles and responsibilities of marketing function within organisational context
Marketing function within organisation deals with carrying on activities of taking goods
from manufacturing origin to marketplace of consumption. In relation to Cadbury, marketing
function is a specialised activity operation performed to create a link between producer and
actual consumer of product. Managers have identified different marketing functions at
workplace. These consist of distribution channels, marketing researches, product development,
promotional activity and management of activities in context with substitute competitor goods.
In order to complete all functions in marketing process there are various roles and
responsibilities discussed below:
Identifying customer demand: This is primary role of marketing function that includes
identification of dynamic customer needs with respect to market trends (Alford,2018). Searching
out what consumer actually demand for in industry market is important for future decision
making processes. In relevance wit Cadbury, appoint marketing executives to assign research
tasks to managers who are responsible for identifying specific target market who are end users of
firm's goods or services.
Determining actual requirement of consumer: Marketing department of organisation is
responsible for anticipating consumer needs for future to have a competitive edge over other
others in industry. Forecasting plans are generated by managers to find out potential buyers of
Cadbury products as well as create suitable strategies of attracting new consumer segments.

Chosen firm have stated using application tracking software system that in advance anticipate
customer feedback & requirements through statistical analysis having mathematical accuracy.
Market research: This is a crucial step that market researchers of organisation takes for
analysis of market industry responsible for growth or expansion of business. In context with
Cadbury, this market function focus of varied factors such as location of business, size of
company, existing customer base, quality of product as compared to other substitute goods etc.
End user's satisfaction: After basic step of identifying consumers and market analysis
there comes satisfaction level of consumers from selected entity goods (Alkhaliq, Sastrawinata
and Aksani,2019). In context with Cadbury, it is important for manager to make sure goods are
manufactured with minimum wastage & excellent quality. Therefore, leaders monitor every
production procedure step to make sure quality of goods is maintained and delivered to consumer
as promised.
Profit earning: Main motive of every corporation after sale of goods or service is
profitability of business. It is role of manager that they make successful plans for improving
performance of company operations & employee productivity simultaneously. In relation with
Cadbury, leaders of every group formed make sure marketing functions going on in business are
well coordinated. There are many promotional efforts too made by manager such as vouchers,
offers, chocolate family packages, advertisements with social message etc. for attracting
maximum buyers.
M1 Analysis of marketing environment in relation to key role & responsibilities above discussed
From above analysis, it has been observed that in order to scale up business of
organisation roles and responsibilities of marketing function are important to be followed by
manager as it help them increase productivity & profits margins. Market research is conducted
by mangers to modify manufacturing process as per consumer requirement. Since potential
customers are targeted within market industry, managers use market functions to monitor
manufacturing process and maintain inventory for future requirements.
P2 Determining interrelationship of marketing function roles & responsibilities relation with
other departments of chosen corporation
Organisational departments carry out market functions in different manner as per roles &
responsibilities. In context with Cadbury, roles & responsibilities are linked with other functional
units directly or indirectly explained as:

Marketing and HR department: Marketing department focus on promoting newly
launched products or existing goods of company by various ways. In this promotional process,
human resource play a very significant role in scaling up organisational business. So, Cadbury
invests around 15 percent of their income in training existing personnel at workplace as well as
recruitment processes (Arinatha, Kuntag and Khairin, 2020). HR manager hires quality
professionals with experience in retail sector. Freshers with skilful talent are recruited by chosen
enterprise to bring out creativity in marketing operations, acquire fresh mindsets, come up with
innovative ideas for future planning etc. Marketing department identify which kind of employees
are required within organization that is fulfilled by HR department through vacant posts.
Marketing and sales department: Annual sales of particular product or service offered by
organisation represent its current value in marketplace. In relevance with Cadbury, revenue
generated from actual sales of company help marketing department create beneficial budgets
with cost effective plans for promotion and advertisements. Sale ratio signify managers to set
future prices for goods leading to rise in profits as well as create appropriate budgets for
marketing.
Marketing and finance department: Financial capital is basic need of every organisation
to carry on business operations smoothly. It is responsibility of manager to determine financial
need for funds of every department working at enterprise. In reference with Cadbury, marketing
department too require sufficient funds to carry out promotional campaigns, social media
advertisements and other marketing functions (Batat, 2019). Therefore finance department
allocate funds through bank loans, angel investors, suppliers and general public to invest in
market functions of organisation.
Marketing and R&D department: Before investing in certain activity or product of
business, it is responsibility of marketing department leaders to conduct research on what value
every product or service is providing to consumers in market that leads to profitability. So that
managers are able to identify actual demand of market customers. Hereby, Cadbury organizes
various live events , open discussions with public, online surveys, social media post to determine
market trends and competition in industry.
Marketing & technology department: In this modern era of artificial intelligence,
internet and technological up gradation organisations are required to adopt top new normal of
machines and software systems (Cork and Eddy, 2017). Therefore, Cadbury also have been using

technology and application tracking system to collect potential consumers data, past experience
of people acquiring company products etc. Also, new technological changes have helped
organisation reduce manual labour, save time and eliminate wastage of resources.
M2 Analysing importance of interrelationships between marketing function and other functional
units
It has been analysed that marketing functions play a very important role in departmental
operations. There are various factors that signify organisational success consisting of financial
assistance, technological development, human resource training and profitability from sale of
company products. Interlinking of various departments with marketing function is important to
improve business activities as well as create effective plans for future productivity purpose.
D1 Critical evaluation of marketing function elements and their relation with other functional
departments
Above analysis on marketing function roles and responsibilities towards various
departments of chosen corporation help manager gain insights about market competition as well
as need of consumers. Since there are various substitute products in market towards which
customers can switch their preference based on reasonable prices, offers and quality of product.
Therefore, selected organisation have adopted appropriate strategy of social media promotions
that updates every new information related to new products or offers over personal website of
company.
Task 2
P3 Comparison of various marketing mix planning adopted by organisations to achieve business
objectives
Effective strategies for future outcomes as well as profitability of organisation is
necessary for business to sustain for longer period in market. In order to compete with various
business rivals in consumer market, organisation adopt useful marketing strategies to
differentiate them with unique products or service leading to rise in sales & profit margins
(Hussein, 2018). First step of every strategy is proper a research on that exactly are the
requirement of consumers in industry as well as currently running market trends being followed
frequently. In reference with Cadbury, allocation of useful information is gathered by marketing
professionals through market research helping them target actual customers. Also, it is important

for organisation to know their competitors as well as identify various ways organisation is using
technology and resources.
Marketing mix
In relation to Cadbury, managers have been using this effective strategy to promote
various products or introduce new product in market economy. This strategy consist of key
components that are useful to have deep information about market functions. In relevance with
Cadbury, set of appropriate actions are performed by manager to supervise market mix functions
that includes product, price, promotion, place, people & physical evidences. Below is a detailed
representation of different approaches organisation use while applying marketing mix tools for
productivity of business.
Comparison of different marketing mix principles with respective organisations:
Principles Cadbury Nestle
Product Products are manufactured by
organisation based on two
factors that are market trend
and consumer requirement
(Irshaidat and Borgebund,
2021). In relation with
Cadbury, have designed their
products in such a manner that
it attracts consumers and retain
potential one with maintained
quality standards. Some of its
renowned products are Dairy
milk, Cadbury, celebration
packs etc.
This organisation's main
products are cereals, nestle
chocolates, coffee and dairy
goods etc. Products offered by
this firm provide reasonable
price of goods targeting almost
every form of consumers
belonging form lower to
higher class.
Price Price of commodity is defined
as actual cost of product
available for sale in market. In
context with Cadbury,manger
Since main target of Nestle is
to provide affordable products
to every class group in society.
Therefore,organisation provide

have used different pricing
strategies to set reasonable rate
for products. These include
price penetration, skimming,
categorisation etc. as per
quality & packaging of
product.
offers with such as premium
packages, family packs etc. at
reasonable rates.
Place Location of organisation is
important to determine as it
help manager know where
exactly product should be
delivered in marketplace. In
relation to Cadbury, location
of various stores is established
globally across all regions
accessible to maximum
people.
There are basically three form
of target markets that Nestle
focus upon (Johoran, 2019).
These consist of hypermarkets,
general stores, malls and
supermarkets etc. This make
people visiting general stores
of supermarket chains for daily
goods get easy accessibility to
chosen firm goods in a
convenient way.
Promotion This process have a major role
in showcasing organisation
products to consumers
unaware of company goods
with relevant details & their
use. So, Cadbury have been
investing in new areas of
promotions such as content
marketing, social media
promotions etc.
There are various effective TV
advertisements designed by
Nestle globally to reach up-to
target consumers across world.
There are also other form of
promotions such as ads in
newspapers, broadcasts , series
or television shows
sponsorships that help
organisation grow.
Processes The process that organisation
follow to produce unique
Nestle give after sale services
to its long term potential

goods consist of
manufacturing, production,
delivering and distribution
processes.
consumers. This help them
retain consumers as well as
attract new ones with increase
satisfaction level widely.
People Organisation have both
internal and external
stakeholders impacting
business environment at large.
In relation to Cadbury, internal
users are sales staff, managers,
leaders & employees. External
users are customers , suppliers
and investors of organisation
that affect overall
performances
Following organisation have
skilful employees in sales &
marketing department
responsible for taking
promotional activities of
company products or services.
Therefore, Nestle provide
training programs to existing
workforce preparing them to
adapt to dynamic environment
of marketing.
Physical evidence This principle denotes that
chosen firm has a physical
appearance in market with
goodwill & reputation amongst
consumers at marklertp0place.
There are various ways by
which Cadbury have been
safeguarding its products
identity image of company.
These consist of patents,
copyrights as well as
trademarks etc.
Quality of goods is main
purpose of respective firm.
Therefore organisation incur
costs on its packaging of goods
so that eatables don't get
damaged during transportation.
Hereby, company have good
recognition in market through
its attractive physical outlets,
creative Nestle posters etc. to
build a strong trustable
relationship with consumers
globally.

The above comparison between marketing mix principles adopted by different companies
is analysed so that manager take better decisions for future plans (Kumar and Almoula, 2020).
Moreover, Cadbury carry out business operations in systematic manner by consistently following
P's of marketing mix. With help of market research and analysis on industry functions, it is
useful for manager to identify improvements required in product to supply good quality to
consumers at marketplace.
M3 Evaluation of different business tactics applied by organisations to achieve company
objectives
Above marketing mix categorisation into seven P's signifies various ways in which
organisation create its brand image in market through use of newspaper ads, attractive posters,
social media and digital campaign. It has been analysed that company can adopted different ways
in which chosen firm can improve their marketing functions. Physical evidences help
organisation protect their innovation in products differentiating them form others in competition.
Task 3
P4 Evaluate and produce basic marketing plan within organisational context
Marketing plan is a blueprint of all functions required to be performed within corporation
to carry on various activities as per set procedures and processes. In relation to Cadbury,
planning is a primary step before starting any other process or market function. Although
creation of appropriate plans is a time consuming and expensive procedure leading to
achievement of better outcomes. The components included in design of a marketing plan are as
follows:
Background of company: Cadbury is a multinational brand headquartered in United
kingdom with variety of renowned products attracting maximum customer base. Respective firm
was founded in 1824 by John Cadbury. There is a large portfolio of products across world
globally including its dairy Milk, chocolates, celebration packages etc. Organisation has huge
distribution channel with developed supply chain system giving competitive advantage to
organisation in expanding their business at untouched regions.
Executive summary: This step include both vision and mission of organisation with
respect to its brief introduction. Selected company vision is to expand business in rural &
untouched regions as well as launch new products such as sugar free biscuits etc. Mission of

company is to create a strong distribution network with supplies at every locality or place across
world globally.
Objective- Enlarging customer base with product portfolio expansion is one of top most
priority motive of organisation. Objective of company is to offer a new product that is sugar free
goods useful for dieticians, health conscious people and diabetic patents etc.
Strategy- In order to launch a new product, Cadbury have used strategy of STP analysis
to identify market demand & consumer want. Swot analysis method is used by organisation to
identify future growth opportunities (Mohtaram and Movasagh, 2018). Proper budgets are
created based on above market and industry analysis. In context with selected firm, various
internal & external factors are determined to achieve positive outcome discussed below:
STP analysis
Segmentation: This process refers to classification of similar characteristic people under
one segment category. Segments are created on basis of four categories that are geography,
demographics, psycho-graphics and behaviour. In relation to Cadbury, Manager mainly focus on
segmenting customers based on their age group, location, foodies, families etc.
Targeting: This step defines target people from amongst chosen segments of customers
who have potential to buy company products. In context with Cadbury, organisation targets its
consumers based on demographic and geographical locations. Different variables are identified
by manager such as target age groups between 15 to 45 years of age.
Positioning: This step is defined as establishment of brand image in market industry
amongst potential buyers (Sabri and et. al., 2020). So, Cadbury have built an excellent image in
mind of final customers. Various factors are kept into consideration before delivering products to
customers that includes quality of goods, promotions, launch of new products, technological
advancement.
Swot analysis
This model identifies internal capabilities of market functions within organisation
impacting business environment at large. With launch of new product that is sugar free biscuits
& chocolates need this analysis to know their internal strengths or resources that can be utilised
to achieve set plan target.
Strengths
 In context with Cadbury, have a strong
Weakness
 Since Cadbury has expanded across

network across world with huge
distribution channel.
 Following company have well-
established business with good
reputation to explore more. Organisation have large customer base
with potential buyers in long term.
world, there are various regions where
quality of product got compromised as
per weak inventory management
system leading to damaged goods.
 Rising Health consciousness among
people do not prefer various products
of chosen firm as it contains calories in
huge amount being unhealthy for them
(Rahman, 2017).
 Packaging prices have lead recent
Cadbury goods increase cost of its
products leading consumers to switch
towards other substitute goods.
Opportunities
 Organisations having large customer
base have good opportunity to launch
new products that are healthy to people
such as sugar free goods etc. Expanding business in rural and small
town areas too will give more
profitability to firm creating more
customers (Sam and Chatwin, 2018).
Threats
 With rise in competition and new entry
of advance technology firms have
become a fair competition & theory to
company capturing its potential buyers.
In relation to Cadbury, 16000£ is budget for providing sugar free products including biscuits,
chocolates, cookies, syrups etc. in near future mentioned as:
Marketing budget
Contents 1st year 2nd year 3rd year 4th year 5th year
Early money 5000 6000 7000 6000 21000

Venture capital 9000 14000 14000 34000 12000
Total amount 13000 19000 20000 39000 3200
Promotional layout
Advertisements 7000 4000 5000 3400 4250
publicity 5000 3000 7000 3200 3000
Direct selling 5200 3000 6000 4000 5650
Total amount 15200 8000 16000 9500 9900
It is necessary for chosen firm to create a predefined budgetary plan that help them
regulate activities of new product development or expansion of product line etc (Tong, Luo and
Xu, 2020). With help of above STP analysis , Swot model and budgeting technique Cadbury can
effectively use various promotional tools to accomplish business objectives for long term.
M4 Analysis of detailed evidence based marketing plan for chosen enterprise
The above marketing plan is useful for chosen firm as it help them attract maximum
consumers and retain potential ones through appropriate promotional activities as well as
advertisements. Managers have used segmentation, targeting and positioning tools to create good
reputation of firm. In order to know which consumer market segment should be focused upon
during promotional advertisements STP strategy approach is adopted by manager. Also external
environment affects business in large perspective. Therefore Swot analysis strategy is used to
know opportunities, threats, weaknesses and strengths for creation of better improvement plans
in future leading to more profits.
D2 Evaluate design of a marketing strategic plan with use of 7p's to attain overall marketing
objectives
The above analysis defines use of product, price, promotion, place and physical evidence
in marketing functions In context with selected firm, manager use strategy of social media
promotion, automatic tracking software to have useful information of potential leads, online

advertisements, marketing campaigns etc. Chosen firm also constructs a strategic plan to
overcome external & internal challenges faced in business environment. The above strategies
have helped chosen firm know where exactly organisation need to take improvement steps.
Therefore, managers have introduced new technology, launched new goods in product line,
created online promotions to attract customers globally, organise awareness programs with
launch of healthy products etc.
CONCLUSION
The above report concludes various aspects of marketing functions include roles and
responsibilities towards achievement of company goal objectives. There are different strategies
adopted by chosen firm to increase sales as well as profit margins of company. Above
assessment defines various methods in which manager can do market analysis for providing best
customer experiences. Various approaches are used consisting of STP analysis that is
segmentation, targeting and positioning of brand at marketplace. Swot analysis have helped
chosen firm determine, opportunities, threats, strengths and weaknesses.

REFERENCES:
(Books & Journals)
Alford, P., 2018. Tourism and the internet; marketing perspectives. The sage handbook of
tourism management. Applications of theories and concepts to tourism. pp.397-414.
Alkhaliq, B., Sastrawinata, A. R. and Aksani, H. M., 2019. The Impact of Brand Image and
Marketing Mix on Buying Decision for Toyota Calya. International Journal of Engineering
and Management Research e-ISSN.pp.2250-0758.
Arinatha, I. G. E., Kuntag, J. R. and Khairin, F. N., 2020. LINKING THE GREEN SERVICE
MARKETING MIX ELEMENTS WITH THE GREEN BRAND EQUITY
DIMENSIONS. Journal of Critical Reviews. 7(12). pp.1204-1211.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Cork, B. C. and Eddy, T., 2017. The retweet as a function of electronic word-of-mouth
marketing: A study of athlete endorsement activity on Twitter. International Journal of
Sport Communication.10(1).pp.1-16.
Hussein, M. D. D. M., 2018. Effect of strategic decision entries in the marketing mix-field
research in the General Company for Electrical Industries. Journal of Administration and
Economics.(115).
Irshaidat, R. and Borgebund, H., 2021. An ethical reading of the political marketing mix through
a Habermasian lens: theory of communicative action. International Journal of Business
Governance and Ethics.15(1). pp.1-20.
Johoran, S. S., 2019. Application of Marketing Mix Elements to Improve Customer Satisfaction
of Main Library, University of Colombo. Journal of the University Librarians Association
of Sri Lanka. 22(2).
Kumar, S. and Almoula, T. S., 2020. A comparative study of customer service level based on
service marketing mix (7Ps) in selected public and private sector banks in Bhopal, MP,
India, by using mystery shopping as a tool. International Journal of Financial Services
Management.10(3). pp.239-267.
Mohtaram, R. and Movasagh, M., 2018. The Study of Effect Export Market Orientation and
Marketing Mix Adaptation on Export Performance (Case Study: Non-oil Exporter Firms in
Tehran). Journal of Business Management.10(1). pp.165-186.
Rahman, M. F., 2017. Usages of mobile phone in rural agricultural marketing function: A study
on Chirirbandar Thana, Dinajpur District, Bangladesh. International Journal of Science
and Business.1(1). pp.16-32.
Sabri, N. S. A., and et. al., 2020. FOUR P MARKETING MIX TO INCREASE
UNDERSTANDING MARKETING FOR BUSINESS STUDENTS. Journal of Critical
Reviews.7(12).pp.2170-2175.
Sam, K. M. and Chatwin, C. R., 2018. UNDERSTANDING CHINESE
GAMBLERS'ADOPTION OF ONLINE CASINOS BASED ON E-MARKETING MIX
MODEL. Journal of Gambling Business & Economics. 12(2).
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science. 48(1). pp.64-78.