Cadbury Marketing Analysis: Roles and Responsibilities

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MARKETING ESSENTIALS
CADBURY
ACTIVITY 1
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Table of Contents
INTRODUCTION...........................................................................................................................................3
LO1 EXPLAIN THE ROLE OF MARKETING AND ITS INTERRELATION WITH OTHER FUNCTIONAL UNITS OF
AN ORGANIZATION......................................................................................................................................5
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTIONS........................................................5
M1 ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF MARKETING
ENVIRONMENT........................................................................................................................................8
P2 EXPLAIN THE ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANIZATIONAL CONTEXT..................................................................................................................10
M2 ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER
FUNCTIONAL UNITS...............................................................................................................................12
CONCLUSION.............................................................................................................................................14
REFERENCES..............................................................................................................................................15
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INTRODUCTION
This report is going to explain the importance of marketing in the success of the organization.
What are the different roles and responsibilities of marketing in Cadbury. Without marketing,
the organization is not able to make aware customer about products and marketing is the key
function with the help of this the organization is able to create an image of the product in the
mind of the customer. It also discussed the interrelationship of marketing with other functional
areas of the organization. Relationship of marketing with different departments of Cadbury
such as the finance department, human resource management, production department, etc.
COMPANY OVERVIEW
Cadbury is the world's second-largest company in the industry of confectionery. It was founded
by John Cadbury in 1824. Cadbury is the subsidiary company of an American company
Mondelez International and famously known for its “Dairy milk” chocolate. With the market
share of more than 70 %, Cadbury announced itself as a market leader in the confectionery
business.
In 1969 Cadbury merged with Schweppes a drinks company to form Cadbury Schweppes and in
2007 Cadbury decided to separate its business into two parts first one focus on Confectionary
market and chocolate and other one focus on drinks business. Worldwide Cadbury operates in
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more than50 countries. It is among the most successful exporters of the UK. Cadbury launches
its first television advertisement in 1955 (Cadbury, 2019).
PRODUCTS
Major products of Cadbury include Dairy Milk, Flake, Boost, Caramel, Wispa and Picnic these
are the major products of Cadbury although the company has a wide range of products.
Cadbury target people of almost all age group but it have differentiated its products to a
specific group of people (Cadbury, 2019).
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LO1 EXPLAIN THE ROLE OF MARKETING AND ITS INTERRELATION WITH
OTHER FUNCTIONAL UNITS OF AN ORGANIZATION
P1 KEY ROLES AND RESPONSIBILITIES OF MARKETING FUNCTIONS
MARKETING-It refers to the function of business that enables the business to buy and sell their
products and services. It can also define as the activity of management that helps the
organization in identifying and evaluating the needs and demand of the customers in order to
satisfy the needs of customers (Baker, 2016).
According to the father of marketing Phillip Kotler Marketing is the process of satisfying needs
and wants of the customer”.
According to Mary Ellen Bianco “Marketing is the process that includes market research, market
targeting, segmentation and communication that enables the business to communicate its
products to customer in order to satisfy needs of the customer".
MARKETING FUNCTIONS
This refers to the role, which enables the organization to analyze and launce successful
products in the marketplace where the organization operates. It also includes promoting the
products and services in order to make them apart from similar products available in the
market (Martensen and Mouritsen, 2017).
There are different types of functions of marketing
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ROLES AND RESPONSIBILITIES OF MARKETING FUNCTIONS
 To find out the best channel for the distribution means to decide the way in which products
and services of the organization are going to sell to the customer.
 To gather information about the target market whom the organization wants to sell its
products and getting some insights regarding the market trends and products of
competitors.
 It is very crucial to set the right price for products and services and the very vital role of
marketing functions is to decide the correct price of the product so that it can be affordable
by the customer (Jeremy Bradley, 2019).
 One of the important roles of the marketing function is to manage the product of Cadbury
effectively because aftermarket research and setting right price it is very important to make
changes and modify product according to the changing need and demand of customers.
 The responsibility of marketing function is to attract new customers towards products of
Cadbury and make sure that existing customers also purchase products repeatedly.
 The most important role of the marketing function is to match products of Cadbury with the
need of customer by identifying the need and want of customers.
 Marketing function also helps Cadbury to develop new products in order to increase the
customer base of the company and to gain profitability.
 One of the important responsibility of marketing function is to identify target markets and
then a segment of the target market (Jeremy Bradley, 2019).
 It is the responsibility of marketing function to analyze and understand strategies of
competitors this helps Cadbury to gain a competitive advantage over rivalry and to make
improvement in products if needed (Patrick Gleeson, 2109).
 Functions of marketing help Cadbury to evaluate the strength and weakness of its products
and as the organization whole.
 This enables Cadbury to achieve its objective because the company is customer-centric and
helps the organization to satisfy more customers.
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 Marketing function plays a vital role in the growth of Cadbury because marketing helps to
create demand and when demand increases then along with it, production and distribution
increases as a result industry growth increases (Patrick Gleeson, 2109).
 Marketing functions role include developing competitive environment as a result of that the
prices of the products decrease and it is very beneficial to customers.
 Marketing functions focus on maximizing profitability by satisfying more customers and
help Cadbury to find out right time, place, features of products and location in order to
provide products to more customers (Jeremy Bradley, 2019).
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M1 ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN THE
CONTEXT OF MARKETING ENVIRONMENT
The roles and responsibility of marketing functions explained above, in this part analysis of
marketing have done. It is very important to analyze the roles and responsibility of marketing
because as every coin has a flip side it also has some advantage and disadvantage. This helps
Cadbury to gain competitive advantage and profitability in the market by analyzing the
advantage and disadvantage of marketing (Cadbury, 2019).
ADVANTAGES
1. It helps Cadbury to promote its products in order to aware customers about its existing as
well as new products. It also helps the organization to get the attention of target customers
across a wide range (Aanya Rose, 2019).
2. The most important advantage of marketing is to place the product of the organization in
the mind of the customer. When a customer thinksabout chocolate then the first name that
clicks in customers mind is Cadbury.
3. Marketing helps the organization to boost profitability by increasing sales of the product
and this is considered as one of the most important advantages of marketing because
profit-making is the prior objective of most of the organization (Venkatesh, 2109).
4. Marketing refers to an effective link between the organization and customers. Marketing
eliminates knowledge block, Educate people and cultivate their mind, appeal people to
purchase the best products and services and as a result maximize the satisfaction of the
customer.
5. In today’s world of technology and innovation customer attracted to the product which has
innovative and unique features from others. With the help of marketing Cadbury shows
latest and innovative offerings to the customer.
6. It is a crucial part of marketing to create a brand. Marketing helps Cadbury to explain to
customers why its product is different and unique from the competitor’s products and help
the organization to set its products apart from similar products (Aanya Rose, 2019).
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DISADVANTAGE
1. The very general disadvantage of marketing is cost. Cost involves in marketing and
advertising products is high and involve huge expenses such as expenses in marker analysis
and research, data collection, etc.
2. Before starting, any advertising campaign there is not proper research of the target market
and not using the proper medium and try to market wrong group of people can be very
expensive and dangerous mistake for the organization that is why it is very essential to do
good research with keeping cost low (Claudia Bamford-Niles, 2019).
3. If the organization do improper marketing research and collect wrong data about target
market then it can lead to the loss of money and wrong decisions regarding the products
and services.
4. Marketing requires more time to spend on it. Research of appropriate marketing strategies,
designing and writing an advertisement and then publish those advertisements it takes a lot
of time.
5. Sometimes marketing analyses part of the market that covered in the market research,
which not give the correct representation of the market and result in the inaccurate analysis
of the market (Claudia Bamford-Niles, 2019).
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P2 EXPLAIN THE ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO
THE WIDER ORGANIZATIONAL CONTEXT
Marketing is not only about selling and not an only specialized activity of a business but it
integrated all the functions of the organization and embrace entire business. Peter Drucker said
that the business should be operated based on satisfying needs and wants of customers and for
this marketing department alone cannot be responsible. Marketing is a business philosophy
that strength and support most activities of the organization and considered as an essential
element of corporate strategy. There should be a close link of marketing with another
functional unit in order to develop an effective marketing plan (Armstrong, et al, 2018).
FINANCE DEPARTMENT
This department of Cadbury allocates budget to the different department of the organization to
make sure the flexible functioning of the organization. The finance department of Cadbury
wants that all the departments of the organization should work within allocated money. For the
market research, data collection, promotion, and distribution there should be an adequate
budget for this and this budget will be allocated by the finance department. Many decisions
regarding the marketing viewed as an investment decision. When it comes to the new product
development and decisions than to evaluate the decision, some of the financial instruments are
used by the organization (Askoul, et al, 2016).
HUMAN RESOURCE MANAGEMENT DEPARTMENT
This department of Cadbury performs activities related to recruit and select the right kind of
people to a particular job in the organization and the providing appropriate training to
employees in order to enhance and improve performance and abilities. Role of marketing in
human resource management is to ensure suitable staffing level in the organization that helps
to develop ideas for new products and reach the target of the production and to form qualified
and capable sales team for the organization. As a specialized activity of the business, marketing
helps the HR department of the organization in designing and implementing a number of
research projects for employees (Olson, et al, 2018).
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PRODUCTION DEPARTMENT
This department of the organization deals with the development of the products. Marketing
plays a very important role in this by doing adequate research on the market in order to
develop the product according to the need and demand of the customer. With the help of
marketing production department of Cadbury able to manufacture products as per the
specifications of the customer which was given by customers during the survey and research of
the market. Deadlines set by the marketing department of the organization helps to increase
the capabilities of the production department (Askoul, et al, 2016).
RESEARCH AND DEVELOPMENT DEPARTMENT
This department of the organization performs activities related to the innovation and
introduction of new products and services. The main purpose of this department of Cadbury is
to bring new products into the market to widen the company’s product line. The marketing and
product development efforts of Cadbury links with R&D efforts. Marketing is responsible for
performing those activities that help to provide important and relevant information for the
development of a new product. Marketing involves a wide range of activities that helps R&D
department of the organization to introduce a new product in the market such as analysis of
market trend, segmentation of the market, positioning of the product, market research and
opportunity assessment (Gonzalez-Zapatero, et al, 2016).
INFORMATION AND TECHNOLOGY DEPARTMENT
This department of the organization becomes most important due to changing technology, the
pressure to automate and digitize every aspect of operations of the business and advancement
of technology. Marketing and IT department of the organization working closely to break down
silos because of the increase in the number of multiple customer channels. The interrelation of
marketing and information technology enables Cadbury in the development of database and
website, to enhance products of the organization and analysis of data (Zhao and Priporas,
2017).
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M2 ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN
MARKETING AND OTHER FUNCTIONAL UNITS
In order to get success in this competitive market, marketing needs to be integrated with every
function of the organization because it can be said that the marketing is the activity of the
business that responsible for the brand. The way in which customer experience brand is the
result of every interaction customers might have with the organization and product of the
organization.
The finance department of Cadbury plays a vital role when it comes to the interrelation with
marketing because finance department provides adequate funds and budget to the marketing
department in order to perform activities like market research, advertisement and promotion
of the products. Any kind of miscommunication between marketing and finance department of
the organization can result in loss. The budget decided by the marketing department of
Cadbury to spend on the different kinds of the marketing mix such as advertising, sales
promotion, direct marketing, internet marketing, publicity, etc. is provided by the finance
department of the organization. Good relation between marketing and finance department
helps the organization to achieve success and profitability (Askoul, et al, 2016).
The interrelation of the human resource management department and marketing department
of Cadbury plays important role in the success of the organization to get top talent I the
organization is very critical for the long-term success of the organization. People are considered
as an asset of the organization and people are those who are going to represent the company's
product to the customers. Marketing is the process of selling products to the customer but
employees of the organization make their efforts to sell products to customers (Olson, et al,
2018).
The interrelation of marketing and production is very significant in Cadbury because Cadbury
operated in the product-oriented industry. Marketing provides necessary and relevant
information to the production department to produce a quality product. The interdependency
of marketing and production department is most assumed during new product development
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