Analysis of Marketing Roles and Functions in Cadbury

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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
Table of Contents
Introduction......................................................................................................................................4
LO1: Explanation and analysis of marketing and its relation with the other functional department
of the organization...........................................................................................................................4
P1: Discussion of the key roles and responsibility of the marketing function............................4
P2: Analysis and depiction of the roles and responsibilities of marketing in the wider
organizational context..................................................................................................................6
M2: Analysis of the significance of interrelationship between marketing and another
department of the organization....................................................................................................7
LO2: Comparison of ways in which organization use the elements of the marketing mix to
achieve overall business objectives.................................................................................................8
P3: Comparison of ways in which different organization apply marketing mix in the holistic
process of market planning process to achieve business objective.............................................8
M3: Evaluation of different tactics in the organisation to demonstrate how business objective
is achieved.................................................................................................................................11
LO3: Development and evaluation of the basic marketing plan...................................................12
P4: Development of a basic marketing plan for the organisation..............................................12
M4: Analysis of a detailed marketing plan for the organisation..............................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................17
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
Introduction
Marketing is one of the major components of the organisation on which the holistic business
process and market development of the organisation are dependent. It is seen that globalisation is
the present trend that is followed on a global basis. The competition among the organizations is
becoming fierce and marketing methods and strategies are becoming the most delicate
component on which the holistic business process is dependent. The marketing function includes
the parameters of marketing mix like marketing price, promotional strategies on which the target
market is dependent in a prominent manner. Cadbury is one of the major multinational
confectionaries of the world headquartered in London England. This assignment mainly focuses
on the roles and responsibilities of the marketing department of Cadbury and the
interrelationship of Cadbury with other departments like finance, sales, and manufacturing in an
appropriate manner. Moreover, the role of the marketing department of Cadbury in the wider
orgnisation context like the economic and the social context will be discussed. Analysis of the
significance of the interrelationship among the inter-departments will be depicted in the study in
an efficient way. A detailed marketing plan and its significance for the organizational context
will be discussed in a prominent way.
LO1: Explanation and analysis of marketing and its relation with the other functional
department of the organization
P1: Discussion of the key roles and responsibility of the marketing function
The marketing department is one of the backbones for the Cadbury Company as the total
promotional strategy and formulation of an effective strategy for the global market is being
performed by the marketing department on which the 70%of the sales is dependent. According to
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
the Lovelock, and Patterson, (2015), in this world of globalisation the business process of
Cadbury is done on the collaboration of the marketing and sales department in an efficient
manner.
Analysis and Documentation of consumer needs: Performing extensive market research is
the major responsibility of the marketing department so that the specific needs and requirement
of the consumers shall be analyzed by the Cadbury in an essential manner. In the words of
Rowley, (2016), marketing strategies should align with the exact demand of the consumers of
that the competitive edge may be established. The market research includes qualitative and
quantitative research that helps to generate data that should be analyzed by the help of
sophisticated statistical software by the marketing department of Cadbury. This may reveal that
different market segment may be attracted to different promotional strategies. For example in the
UK, digital promotion is one of the major modes of promotional method that attracts almost 30
% of consumers of Cadbury.
Tracking of trend and monitoring of competition- This is another major role and
responsibility of the marketing department on which the total revenue of the organisation is
dependent. The marketing department should track the current trends of the consumers and the
document the strategies taken by the other competitors of Cadbury in a prominent manner. In the
case of the Cadbury companies, the marketing department the competition monitoring is an
essential component on which the right strategy formulation is being dependent by almost 50%
(Järvinen, and Taiminen, 2016).
Innovative steps and creativity: According to the market situation, innovation is required to
turn any challenge into a wonderful opportunity. For example, globalisation and digital
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
marketing has enhanced competition. However, if the Cadbury Company formulates innovative
steps like making an advertisement that attracts the young generation then the sales rate of the
organisation may increase by almost 10 %.
Marketing budget preparation: Marketing budget preparation is one of the most essential
significant responsibilities of the marketing department. There should be a detailed discussion of
the marketing department and the finance department of Cadbury so that efficient budget may be
formulated that is one of the Key responsibility of the marketing department. In the words of
McDONALD, M.A.L.C.O.L.M( 2016), the budget should be focused on the digital marketing
rather than physical marketing since the digital footprint of consumer is 20% more compared to
the physical footprint.
Fig 1: Market Share of Cadbury
(Source: Cadbury 2019)
P2: Analysis and depiction of the roles and responsibilities of marketing in the wider
organizational context
The wider organizational context includes the business-to-business context in an effective and
efficient manner. The wide organisational context of Cadbury may include the collaboration of
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
other organizational and any worldwide global event in an efficient manner. Moreover,
according to the top management of the organisational Cadbury may perform collaboration with
the England cricket board to promote its product in the cricket world cup. Moreover, one of the
wider organization contexts includes the social and economic factors that influence the
marketing mix of the company. At present, the young generation prefers digital marketing and
the social trend of food is becoming health conscious by almost 20 %. According to the
marketing strategy of Cadbury, it is seen that they are developing bars like Medley that focuses
on the nutrition and not on the price since it is the social trend (Krush, Sohi, and Saini, 2015).
This is mainly the wider organisation context on which the wider and global based marketing
strategies of the Cadbury organisation are dependent in an effective and efficient manner.
M2: Analysis of the significance of interrelationship between marketing and another
department of the organization
There is a major role between the marketing and the sales department of the Cadbury Company
in an effective and efficient manner. In the words of McDonald and Wilson (2016), if the
marketing research is being conducted in detail then the requirement of the consumers may be
documented in an efficient manner. The manufacturing department of Cadbury should analyse
the research and develops products according to the market needs. For example, if the marketing
data suggest that the target market of Cadbury mainly wants products which tasty and nutritious
as well. The manufacturing department may develop a chocolate bar keeping that requirement in
mind that may enhance the sales by almost 15 %.
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
Moreover, another important point is the relationship between the marketing and finance
department of the Cadbury Company. The budget should comply with the administration and the
finance department so that an efficient allocation of finance may be done in the marketing
department for both physical and digital marketing in an essential manner. In the words of
Todorova, (2015), the human resource department is related to the marketing department as the
recruitment policy should include the innovative and tech-savvy person should be recruited in
the marketing department.
LO2: Comparison of ways in which organization use the elements of the marketing mix to
achieve overall business objectives
P3: Comparison of ways in which different organization apply marketing mix in the
holistic process of market planning process to achieve business objective
The company chosen for comparing the market mix of Cadburys is the high-end fashion brand
Burberry. The company or brand Burberry is a luxury-clothing brand based in Britain. The
headquarters of the company is situated in London. It was established by Thomas Burberry in
1856. It targets the high-end fashion market. The company has its stores in over 498 locations.
The net income of the company is currently 293.6 million pounds.
The company, Burberry’s marketing mix is designed for analyzing the brand’s which cover the
4P’s of marketing mix. They are product, price, place and promotion. This explains the various
strategies of marketing of the company. The first is product. The company is a leading brand in
luxury fashion all over the world. The core products of the company revolve around beauty, men,
women, kids and accessories. These are included in the product strategies of the marketing mix
of luxury fashion brands (Brace, 2018).
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
Accessories are said to be having greater shelf life and attract a lot of customers in the entry level
of the shop. Accessories like scarf are contributing to their growth to a great extent. The
signature trench coats of the company have almost 60% of the company’s market share.
Burberry is well known for introducing a breathable fabric in market for the first time called
gabardine in 1880. They also have a very well known fragrance line. Some of the famous
products are Burberry Touch, Burberry Brit and many more.
The luxury brand uses premium pricing s their strategy for selling its products. They aim at high
end products that are premium at low cost range. The brand is differentiated from its other
competitors through aspects like design of the products, its durability and the perception of the
same. The pricing strategy of the brand stays more or less constant as frequent changes can
disinterest the customers.
Burberry currently is presented across 50 countries having over 475 stores worldwide. These
stores are strategically placed and are located in high traffic areas. These guarantee a high
revenue of the company (Grover et al., 2018). The huge number of people that stay or pass from
these places are the main target customers of the high end luxury brand. Most of them are pretty
posh areas. Burberry has also come up with unique and technologically advanced terms of
customer service that is highly influenced digitally. A lot of customers also purchase online from
their website which constitutes a large traffic percentage.
The brand focuses on marketing tremendously. It gives marketing utmost
importance. In apparel industry, promotion plays a very vital role. They place their
advertisements in high-end fashion magazines to target a posh crowd of audience.
They also give their advertisements in TV, newspapers, billboards and many more.
They also invested a huge amount in digital marketing that has brought up the
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
figures of the company a lot. Burberry also gives utmost importance to celebrity
endorsements. Few celebrity face of the brand are Kate moss and Agyness Deyn.
Fig 2: Marketing Mix of Burberry
(Source: Ochkovskaya, 2018)
The marketing mix of the company Cadbury covers the 4Ps of marketing mix. They are pricing,
distribution, strategies and advertising. They explain the marketing strategy of Cadbury.
The products of the company are very varied. The company makes sure every product of theirs
count in the market. The various products are classified on the basis of seasons and their sales in
different countries. They segregate their products according to the demographic areas. The
various products of the company are Bourneville, Cadbury Dairy Milk, Dairy Milk Fruit &
Nut, Cadbury Five Star and many more (Wu and Li, 2018).
The products of Cadbury are priced according to their quality. They are pretty
affordable. They have products like Bourneville that are high end and others like
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
éclairs and many more that are affordable in nature. Cadbury has placed the price
of their products strategically for targeting all the segments of people.
The products of the company is widely spread available all around the world. The
main plus point is their products are available both in rural as well as urban areas.
This generates a huge profit for the company.
The company Cadbury is very strong when it comes to promotion. They advertise
and promote their products and the brand through TV advertisements, newspapers,
radio, posters as well as online advertisements. They have very unique tag lines.
The tagline of the company for India is very well known worldwide which reads
‘Kuch meetha ho Jaye.’The company also has various brand ambassadors to
promote their brand name (Saxena, 2018).
M3: Evaluation of different tactics in the organisation to demonstrate how business
objective is achieved
Cadbury is a very successful company and applies marketing models that are planned very
strategically. It is a combination of activities that transfer their products to the end customers.
They have an efficient management system and promote their products through various channels
of marketing (Achtenhagen et al., 2018). They emphasize on connecting the company with its
customers, performing promotions, advertising and sales, influencing the company’s pricing
strategies and influencing the strategies of products through profit customization and policies of
branding.
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
Cadbury owns an increasing share of one third of the confectionery market of UK. Cadbury
divides their heterogeneous demand markets into groups that are homogenous and grounded on
features that are common. The segmenting criteria of the company while dividing its market are
Geographic, demographic, benefits sought, psychographic, situation and behaviour as well as
usage. They consider things like the different preferences of consumers, the variability co
relation, profitability of the targeted segment of market depended on power of purchasing and
size capacity and the products accessibility and attractiveness (Nordberg, 2018).
LO3: Development and evaluation of the basic marketing plan
P4: Development of a basic marketing plan for the organisation
The basic marketing plan is important for Cadbury product as it helps to formulated and makes
the perfect allocation of the resources to enhance the optimization of the resource use in an
effective manner. The basic marketing plan for Cadbury is developed in the below section:
Situational analysis: The marketing plan is mainly developed on the current trends and situation
of the market in an effective manner. At present social and financial condition of the UK, the
market is focused on nutrition in a prominent manner. The strength of the Cadbury is its strong
brand image and its product quality in the UK and in the global market. The weakness of the
company includes the problem in the quality control that should be managed by the organisation.
Market segmentation: The market segmentation is an essential component of a marketing plan
that includes geographical, demographical, behavioral and psychographic segmentation.
The geographic segmentation of Cadbury products is focused on the populated cities but
diversification into the rural parts is needed that may help to establish a competitive edge in an
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ANALYSIS OF MARKETING ROLES AND FUNCTIONS
efficient way. The demographical segmentation is the social profile targeted by Cadbury
Company for the Medley product targets 12 -30 ages. The Medley bar is mainly focused on the
nutritional quality as it has almost 10 % more nutritional value than the other company products.
This nutrition-focused attitude should have a positive impact on the market the promotion should
focus on the nutritional values of product in an effective and efficient manner.
Market positioning: The marketing position is one of the most essential components that
include the total positioning target of the Cadbury Company to place its product in the market in
a specific manner. The market positioning includes the aims and objectives of the company,
which are the marketing and financial objectives of the Cadbury Company. The marketing and
financial objectives of the marketing plan are mentioned below:
Objectives
Marketing: The marketing objectives of Cadbury include the following points:
 Increase the brand awareness of Cadbury product by almost 15 %in the UK and in the
global market in an effective manner
 Increasing the sustainable consumer base of the organization by almost 4%
 Increasing the quality of the product and digital marketing of the company so that almost
5 %consumers may be targeted in an efficient manner
Financial
The financial objectives of the marketing plan are essential that should be complied with the
finance department of the organization in an efficient manner
 To enhance the total revenue of the company by almost 5 %
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