Marketing Mix: Roles, Responsibilities, and Application for Cadbury

This report provides a comprehensive analysis of the marketing mix, focusing on Cadbury's strategies and comparing them with those of Hershey's. The report begins by outlining the roles and responsibilities of the marketing function within a business context, emphasizing its importance in achieving organizational objectives. It then delves into how the marketing function relates to various departments, including production, finance, human resources, and sales, highlighting the interconnectedness required for success. The report also examines the application of the marketing mix (product, price, place, and promotion) to accomplish specific objectives, using Cadbury and Hershey's as case studies. Furthermore, it evaluates the effectiveness of marketing plans and strategies, offering insights into how these elements contribute to profitability and market positioning. The analysis includes a discussion of the 5th P, 'People', and concludes with a comparative assessment of the two companies' approaches to the marketing mix. The report utilizes the SOSTAC framework to detail the marketing process.

MARKETING MIX

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Discussing roles and responsibilities of marketing function................................................1
P2 Discussing how roles and responsibilities of marketing relates to company.........................3
TASK 2............................................................................................................................................5
P3 Application of marketing mix to accomplish objectives.......................................................5
P4 Evaluation of marketing plan.................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
People in the marketing mix – The 5th P of marketing mix. 2017. [Online] Available through
<https://www.marketing91.com/people-marketing-mix/>............................................................14

INTRODUCTION
Marketing essentials are necessary for a business in order to manage the relationship with
customers and their employees. This will help to understand the market position, purpose and
elements effectively. The study basically provide the roles and responsibility which are needed in
functioning of marketing and help to provide the wider context of a business. Report further
applied marketing mix by comparing two different organization in order to achieve the goals of a
company. A basic marketing plan for the firm and effectiveness of marketing essentials in order
to attain the profitability and production will be discussed in this study. Report further explain
that how a company meet out the basic requirement of their customers and fulfil those needs.
Selling basal are generally aid with the organisation to sustain the brand image in the market.
The report is concerned with identification of roles and responsibilities of marketing
function in business. Present study also explain the marketing mix comparison by comparing two
companies.
TASK 1
P 1 Discussing roles and responsibilities of marketing function
Marketing function plays crucial role in the company to achieve objectives in the best
possible way. This is important for Cadbury Company to accomplish set targets in effective way.
This is essential for company so that it can promote its products to customers in that manner
which helps to garner adequate profit. Marketing concept in the company is essential so that
customer's needs may be analysed and products are manufactured and sold which they like to
prefer. This eventually leads to fulfilment of goals in the effective manner. Customer level of
satisfaction is enhanced and as such, products can be sold quite easily (Malhotra, 2015).
Marketing concept is quite useful for Cadbury Company so that it can target audience in
that manner so that products may be promoted easily. This helps organisation to sell products in
the best possible way. Cadbury Organisation has achieved success in confectionery products
such as Dairy Milk chocolate, Creme egg etc. The success behind this was adequate marketing
concept by analysing demand of customers and as such, it provides products to younger
generation and as a result, company achieve success in the best possible manner.
Marketing function consider important role to analysis demand of customers. After
analysis of demand, they produce different kinds of products and services in effective way to
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develop basic marketing activities such as gathering information, planning, designing of
products, etc. In addition to this, it is also helpful consideration that assists to manage innovative
functions and operations through labelling, packaging, branding, promotion, etc. Therefore,
objectives can be accomplish to carry different elements of marketing department that is
responsible for business.
Marketing department consider strategy to produce innovative products and services of
Cadbury. They are communicated several benefits and promotion of the business with using
different strategies (McQuarrie, 2014). The chosen business consider different activities in
marketing that is beneficial to implement successful strategies such as development of products
to meet with customer demand and requirements. In particular areas of the development of
business, it can be stated that careful analysis can be successfully develop to accomplish
marketing objectives as well. In this way, research for marketing of business has been conducted
that assists to accomplish demand and requirements easily. It helps to fulfil needs and
preferences of customers in the best possible aspect so that marketing research will be conducted
to find strength and weaknesses. Marketing research is most useful and essential perspective that
helps to design products and services as per preferences of customers. Improvements also made
to satisfy existing needs and requirements of customers in effective consideration. It assists to
focus on new products and accomplish satisfaction easily. This helps to design new flaws to
make creative results at workplace of the business.
Next marketing role is to prepare commodities in accordance to the quality standards so
that consumers may be provided with better quality products which enhances their satisfaction
quite easily. Next role is to package goods properly so that may not be damaged before it is
reached to final customers (Hedin, Hirvensalo and Vaarnas, 2014). In addition to this, it is also
responsibility of marketing to implement appropriate labelling that provide significant
advantages at workplace. With the help of nutritional facts, customers can be attracted to fully
develop role of marketing so that adequate promotional activities can be expanded to produce
more effective functioning at workplace. It is more important to accomplish marketing tactics to
produce results in best possible way.
There are several ways that can be communicate to accomplish desired results such as
sales promotion, advertisement, etc. It play important role to make successful results at
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workplace. Adequate promotion of the business commodities assists to produce desired level of
results at workplace of Cadbury.
P2 Discussing how roles and responsibilities of marketing relates to company
To achieve the benefit of cad bury organisation, the roles and responsibilities which are
performed for the sake of achieving objectives are considered as prominent (Binter, Ferjan and
Neves, 2016 ). To meet the different needs and concepts that are involved in marketing, are
planned and well coordinated for the long term running by which demands of the consumer can
be effectively fulfilled. To maintain and achieve this, some strategies have been planned by the
management of Cad bury to bring out the results that are already resulted. The given departments
are intercommunicated with the marketing to result positively have been detailed in this report to
perform sufficiently and efficiently.
 Marketing and production department: By grabbing knowledge about the taste,
preferences and needs of consumers, the department of marking team, helps the
production department in Cad bury organisation to focus on meeting the needs of the
customer which marketing team have collected data and information for the further
processing. To meet the objective sand goals of organisation the needs and wants of
consumer have to be fulfilled ( Cavallone, 2017). The results can be accomplished by the
department of marketing and production by creating among themselves hunger to meet
the desires of the consumers. This encourages boosting the name of Cad bury
organisation in return.
 Marketing and finance department: To meet the needs of public important factor that
are played by department of finance by providing resources as per needs of marketing
and other team. Without, financial terms the needs and other requirements cannot be
fulfilled. In order to grab wants and needs of consumer the marketing team provides data
and need of financial terms that arise for the purpose of gathering knowledge and other
terms by meeting them effectively and efficiently (Dileep and Mathew, 2017). Absence
of funds and resources make the Cad bury organisation to stuffer. Hence, the role of
financing team is prominence and they perform their responsibilities by rendering them
efficient services as per their needs.
 Marketing and human resource department: Each and every team engaged in the
affairs of organisation of Cad-bury only because the effective roles and responsibilities is
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performed by human resource department. By maintaining the positive relation among
employees of the cad bury organisation the performance of human resource is wide as
they employ human resources for bringing out the results. In case, there is lack of human
resources in Cad bury organisation every department will suffer.
 Marketing and sales department: One of the major role played by department of sales
as, they perform by distributing the produced goods with the help of marketing team to
gathering knowledge about the level of consumer wants and demand (Fanani, Hartono
and Nugroho, 2015). With the help of these informations, the price of the product is
planned and composed for making the process of sale, apart from this, nay kind of offer
that are to be provided are also considered by the sales department by gabbing knowledge
form marketing team as they collect directly from consumers by knowing about their
demands. With these processes, this enable to determine profit are decided as per the
created demand for the produced products.
 Business to business: With the absence of commerce the relationship raised between two
businesses are called as business to business (Greenspan, 2017) Here, goods are not sold
to the individuals and variations are made while selling the products by performing them
on basis of wholesale.
 Business to consumer: Cad bury in this process of selling, sells the goods directly to
public. Here there is absence of retailers involved in process of selling. The relationship
between the consumer and organisation can be termed as business to consumer.
 Marketing process: The process of marketing can be detailed with the PR smith's
SOSTAC. The performances are executed in terms of meeting the benefits of cad bury
organisation. The following are the methods of SOSTAC that have been detailed in this
report.
Situation: Knowing about situation of the organisation which are duly performed by Cad bury.
This enabled them to perform well by boosting the efficiencies.
Objectives: To bring out the effective result's cad bury focus on its objectives efficiently.
Strategy: With the help of each department and management, tricks and tips are framed by Cad
bury organisation (Hanlon, 2014).
Tactics: The methodology are opted to bring out the effectiveness by opting specific tricks and
tactics.
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Action: Execution of decided plan that are performed for the betterment of operations.
Control: Perfectly controlling the affairs of Cad bury organisation.
TASK 2
P3 Application of marketing mix to accomplish objectives.
The marketing process plays a very deep and effective part in the growth and
management of the business organisation like Cadbury. Thus, to have a good and significant
growth rate, an effective and proper marketing mix measure is been carried out within the
organisation (Binter, Ferjan and Neves, 2016). Comparison of marketing mix is given between
Cadbury and Hershey's:
Product: Cadbury is well known all around the world for their chocolate based products.
But, along with it, it also sells milk based products, biscuits, drinking chocolate etc. This
products increase and widens its product portfolio to a greater extent. Besides this, it helps the
firm to have a good rise in the market share as compared to its competitors. Other than this, the
organisation has launched many chocolates and products looking at the market conditions of the
organisation that helps the firm to enhance the quality of products and services in much effective
and suitable manner.
Hershey's offers chocolates and various other sweet syrups and sauces. Products are
available in different sizes and shapes. The company aims at doing continuous innovation
in products in its marketing mix so that it helps in achieving business objectives.
Price: The chocolates or products of Cadbury are quite cheaper than its rivals and
counterparts. This will help the firm to have a good customer base and sales with the moderate
economy and financial growth rate. Besides this, it also launches the special packages related to
its products on special occasion like festivals, New Year etc. this makes the buyers attracted
towards the products and services offered by the firm and thus, helps in the proper rise in the
placing and improving the overall purchasing and sells of the organisation in much effective
manner. Besides this, the firm has placed the pricing strategies as per the buying power of the
customers within the country of its operations.
The company is a premium brand and thus charges higher prices. The company
targets upper middle-class, urban population and also foreign tourists. Prices of Hershey's
product ranges from $10 to $50. Hershey's has not done any hike in product prices
recently but the product quantity is being reduced in different SKUs.
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Place: placing is the major factor that is required to be taken in the consideration by the
firm that will support a proper management of the business activities and business operations and
will look after the effective rise in the sales and revenue generation of the organisation. The
products and services offered by Cadbury are available from a small retail store to a big super
markets, implicating its scale of operation and customer accessibility. That will help the
selected confectionery firm to promote and sell its products to its customers in much effective
and significant manner. This will also increase its global market share to a greater extent.
The products of Hershey's are available globally through retail stores, grocery shop,
vending machines, wholesale clubs, drug stores, malls, gas stations, departmental stores.
The products are also available through online websites. Hershey's maintains strong
distribution network thus it is able for reaching across different countries around the
world.
Promotion: The promotion or the marketing processes that are been taken in the
consideration by the selected confectionery firm will see through the proper marketing and
creating a market hype for their chocolates or other products. Be it their milk chocolate 'Dairy
Milk' with market campaign of “Lets have something sweet” or the dark chocolate range
BournVille with the campaign, “You earn it”, Cadbury creates a hype for its products which
prove out to be beneficial for the sells and revenue generation for the firm. This measures helps
the organisation to reach to their target customers and get then proper and desired response from
their buyers towards their products and services.
Hershey's promote its products through Magazines, billboards and TV Ads.
Company developed the My Dad Ad campaign and it also has Chocolate world in
Pennsylvania, this are the various promotional strategies of its marketing mix.
People: This includes the buyer, consumers, sellers and distributors of the firm. The
Cadbury will look after the proper management of the business activities and thus will support
the good and effective growth in much suitable and effective manner (Fanani, Hartono and
Nugroho, 2015).
Hershey's aim at effectively placing of the proper strategies for customers who are
satisfied with the products and services of the selected firm. Customers and employees are
considered very important by the Hershey's.
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Physical evidence: this will include the proper management of the business like
operations and the action plans that are been taken in the consideration by the firm. It can be
tangible or intangible in nature but has a deep influence of the success of marketing and sales
measures of an organisation.
The confectionery enterprise will see through the proper management of the customers
needs and requirements and thus, see through the effective development or manufacturing of
suitable business operations accordingly.
P4 Evaluation of marketing plan.
With the help of marketing plan, evaluation can be efficiently understood by knowing the
SWOT analysis and PESTLE analysis of Cad bury organisation. This bring out the terms of
marketing, strategies, vision, mission and goals of marketing that are performed by the
marketing team by involving other department efficiently.
SWOT: The following are swot analysis detailed to explain about the internal factors.
 Strength: The major strength that are gained and benefited by cad bury is name of brand,
which meets the brand equity and loyalty. Worldwide the name of cad bury is desired by
many. Positioning of the Cad bury can be termed as gift, which differentiate from their
competitors. Strength are build by promoting the products sufficiently (Ismail, Mubarack
and Thulkifly, 2015).
 Weakness: Though, there are much strength, name of the cad bury got affected when
cockroaches and other rodents are found in the chocolates. This was not tolerable by the
consumers and inexcusable from the sight of law. This created a major hindrances in eyes
of consumers by questioning about the quality of the products.
 Opportunities: To enhance the results of the cad bury organisation, nuances can be met
effectively by making changes in the tastes and meeting the needs of the consumer. These
changes can be made with the feedback and suggestion for the view point of consumer.
These opted nuances can bring back the consumer trust which can increase the
productivity by resulting in profit (Kushwaha and Agrawal, 2015).
 Threats: Due to the drawback and weakness, there are increment in threats with focusing
on the following reasons. From the feedback and suggestions that collected from the
consumers, cad bury organisation consider about the health consciousness which raised
question on their quality of product. Also, the cost and price are increased, due to
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festivals the purchasing power decreased, and at remaining time purchasing power were
increased constantly and consistently with the growing demand.
Pestle analysis: The external factors are described which impacts the cad bury organisation and
affects the productivity and profits of organisation have been detailed in this report as follows.
 Political : Impact of government are huge in cad bury as the political factors relating to
tax on sugar affected the affairs of cad bury. As, the manufacturing quantity of sugar
getting influenced government regarding to obesity proposals against sugar. This
influencing political factor resulted in shrink flat-ion means the size of the chocolate
produces alertly are made smaller (Marandu, 2015)
 Also warnings from the government started after the recession of 2008 as the cost to
consumer are increased.
 Economic: The factors of economic affected by allowing the cad bury to sell the
chocolates at lower prices that its actual cost. His led to borrow the amount for the further
processions by manufacturing. And the cost of production also increased by rising
productions and ingredients costs.
 Social: These social factors can be described also as socio cultural factors. These factors
involve the threats as some other organisation can take and produce the same products by
knowing the ingredients. Also, the threat of future legislations may increase the threats of
cut throat future costs and actions Amy entail related to social factors.
 Technological: Advancement in technological factor provides both positive and negative
impacts. The nuances make compulsion to opt the new things and enable the cad bury to
make changes in ingredients which creates gambling nature for products, as, these
products may or may not be liked by consumers (Meyer, 2015). Hence, the factors of
technology affects the cad bury organisation. With the advancements the positive impacts
are, the consumer can get directly through social sites by which through necessary
feedbacks, complaints and suggestions can be considerer
 Environmental: The factors relating to environmental affects the cad-bury organisation,
as the use of packing amount are related with carbon footprints, by the chain of supply
which includes, manufacturing and distribution. Farmers, who grow beans of cocoa,
ensures about their sustainably. They are getting switched from fat trade to their own
project, as this are highly evaluator for not being audited.
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 Legislative: The impact of government is wider and higher, as they are insisted to
provide the details of ingredient to the government, as these chocolates are prominently
consumed by children, the role of government highly pressurise the cad-bury organisation
to produce something which could not harm the heath of the children.
Objectives of marketing: The major and important objectives of marketing to bring out the
effectiveness in functioning and operations of cad bury organisation are detailed in this report.
 In order to increase and improve the efficiency of cad bury organisation the increase of
sales are encouraged by Management of cad bury, to boost in terms.
 Regrading the reduction or variation that are opted by cad bury should be made aware
among the consumers. Hence, these awarenesses can meet the terms of sales and
organisation will result in increasing in profit and productivity.
 Keeping the suggestions in mind, while launching products improvisation should be
elaborated (Rahmani, Najafi and Delshad, 2016).
 Concentration made on increasing the sales and profit as well.
 To explore the results at large, the relationship between management and employees,
stakeholders should be well maintained to bring out the performances.
 Exploration of market should be made locally and internationally to meet the highest
terms.
Objectives of corporate: The following are the objectives of corporate are detailed in this
report.
 Maximising profit: On focusing primarily on the profit corporate achieves the results by
well coordinating.
 Increasing market shares: To earn more profits asher of the Marketa are increased.
 Improving services: The services that are provided to clients are based on quality by
which expectorations are met.
Marketing strategy: The organisation of cad bury focus on framing the strategies of marketing
by which efficient and sufficient results can be determined and achieved. This allow the
organisation to analyse about the market by making achievement in growth, increasing sales, and
ability of cad bury (Rink, 2016).
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Sales: The sales of the cad bury have increase and
became popular worldwide. Almost 70,000
employees are engaged in the processing which
effectively boost the sales.
growth: Enhancement are made in the growth by
creating innovation and nuance sin the product.
This resulted in increase in the share rate
(Setiawan, Suharjo and Najib, 2016).
profitability: With the help of develop and use of effective
marketing strategies that have already framed,
increment in the profit earning capacity have
been performed.
Marketing program:
 Social media: With the help of social media products of cad bury are promoted.
 Advertisement: This helps the cad bury to make aware about the produce products and
those are available in the markets (Weinberg and et.al., 2015).
 Print: With the help of printing information related to products in the magazines or any
other source the programs of marketing perfumed effectively by cad bury organsiation.
Procedure of control and evaluation:
The techniques that are considered to continue the process of evaluations and control
procedures in effective manner have been detailed below.
 Internal forces: The ability of the firm is expanded by meeting the needs of internal
factors (Serrat, 2017).
 External forces: Analysis of strength and weakness are made properly and needed steps
are opted towards it.
 Measuring performances: On the basis of effective techniques and methodology,
performances are measured.
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