Marketing Essentials: Role, Interrelationship & Marketing Plan Cadbury

This report delves into the role of marketing within an organization, using Cadbury as a case study. It identifies the responsibilities of marketing managers and explores the interrelationships between marketing and other functional departments like finance, production, and R&D. The report also examines the importance and value of marketing, highlighting how it influences strategic planning and decision-making. Furthermore, it compares the use of the 7Ps of marketing and evaluates the development of marketing plans. Desklib is your go-to resource for accessing similar solved assignments and past papers to enhance your understanding and excel in your studies.

MARKETING ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................4
Part A:..............................................................................................................................................5
LO1..................................................................................................................................................5
Role of marketing and its interrelationship with organisational functions..................................5
1. Introduction..............................................................................................................................5
2. Overview of processes of marketing.......................................................................................5
3. Roles and responsibilities of manager of marketing (P1)........................................................6
4. Influence and interrelationship of marketing with functional departments (P2).....................6
5. Values and importance of marketing.......................................................................................7
6. Conclusion...............................................................................................................................8
Part B:..............................................................................................................................................8
LO2 Comparison of the use of 7Ps (P3) [Refer to Appendix].........................................................8
P3 Comparison of the application of organisational mix............................................................8
LO3 Development and evaluation of marketing plan....................................................................10
Production and evaluation of marketing plan (P4)....................................................................10
C.....................................................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................16
Appendix 1: 7 Ps of marketing..................................................................................................16
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Executive Summary
The report is prepared to identify the role of marketing in an organisation. In the assignment, the
case study chosen for the purpose is relative to one of the best selling confectionery brand in the
world which is none other than Cadbury. The report is made to concentrate on the role as well
as the responsibilities of marketing and its underlying concepts implied by the company that
affects the various functions of different departments of the organisation.
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Introduction
The concept of marketing refers to the various philosophies that an organisation implements in
order to analyse the needs of the customers, the trends of the market as well as to gain substantial
advantage of the competition in the market. These philosophies that an organisation adopts are
basically used to study the thought process and the choice of the customers. Moreover these
philosophies are subjective to the kind of products or services offered by the company as well as
the target customers. Eventually the marketing principle of the particular industry to which the
company belongs is taken into consideration. However the companies make a constant attempt of
bringing forth new and innovative concepts of marketing to attract more customers, improve
brand value and subsequently add up to the sales for the company.
The organisation that is considered for the assignment is Cadbury. Cadbury which was formerly
known as Cadbury’s as well as Cadbury Schweppes is a multinational company of confectionary.
It is founded in Birmingham in UK but headquartered in Oxbridge in the UK. Since 2010, the
company is wholly owned by Mondelez International. Cadbury is one of the most popular brands
in the world which denotes the influence of marketing concepts and plans in the organisation.
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Part A:
LO1
Role of marketing and its interrelationship with organisational functions
Marketing is what encompasses the entire business of the organisation (Baker et al. 2016, p.110).
It results in producing outcomes as per the objectives of the organisation. The objectives of the
company which are fulfilled by marketing are usually attracting the prospective customers at the
first place, followed by creating updates of products offered by the company and finally assuring
the customers of better quality of the product (Ekpo et al. 2015, p.120). Thus, the marketing
principles are based on the objectives and that induces the performance of the business for the
company in concern.
1. Introduction
The marketing trends of companies keep changing with time to increase the advantage of
competition in the market as well as to keep up the sales for the company. As in the case of
Cadbury, the company has been constantly focusing on marketing trends that provoke impulsive
buying and grabbing opportunities like Fresher’s Day. In addition to this the company has been
recently concentrating on keeping itself upgraded with the development of new technologies and
its considerable use in the process of marketing. This is to say that Cadbury has been promoting
its products over the various social media platforms by means of various thought provoking
commercials which are aired on television as well as online.
2. Overview of processes of marketing
There are various processes of marketing that are adopted by the company to constantly analyse
the needs of the customers, to identify whether the needs of the customers are fulfilled and how it
can accelerate the sales of the products of the company. These are namely lead tracking, content
marketing, marketing through social media and product marketing. Lead tracking is an effective
process of understanding the source of leads which generally denote the leads of sales and that of
marketing (Elenkov, 2014, p.110). It is an effective method of identifying the prospects of
marketing in the interest of the product to be promoted for the company. The lead tracking
process is adopted and implemented by the implementation of automation tools of software like
those of Agile and Hubspot (Feng et al. 2015, p.10). These tools help to follow the leads and
email or send messages to the prospective dealers in locations where there are comparatively less
sales of the products offered by the company. In the context of content marketing, the social
media platforms form the base for this kind of marketing. The automation tools and applications
are used to identify the trends in the content themes and generate suitable and customised ideas
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as to cater to the specific needs of the company and its objectives of marketing (Guesalaga, 2016,
p.73). The contents that are developed after a research are utilised in the billboards, posters and
Advertisements (Hanssens et al. 2014, p.545). Marketing by means of social media is the most
effective method of marketing in the present times (Haugum and Grande, 2017. p.234). Cadbury
has been using the concept of social media marketing to reach out to its customers in every part
of the world (cadbury.co.uk, 2018). The company has its official website which is constantly
upgraded with the new products of the company and presents a creative display of its products in
a way to attract more buyers by provoking their impulses. Cadbury has been using the concept of
product marketing when it launches a new product. In such case, as to attract the customers and
create substantial attention towards a particular product, the company implements this policy to
promote the sale of the product.
3. Roles and responsibilities of manager of marketing (P1)
The role of a marketing manager is to develop, implement and execute the
strategies of marketing that are specific to the company (Huang and Sarigöllü, 2014, p.130). It is
the duty of the marketing manager to develop the marketing strategies in line with the
objectives of the company. The vision of Cadbury is to put the dreams into action. This objective
of Cadbury is implemented by its marketing manager in the very prospects of marketing the
products. The marketing manager, at first receives the reports of sales of each product of the
company to identify the current trend of sales of the products and analyse the areas or the
products for which the marketing strategies are required to be built (Katsikeas et al. 2016, p.12).
Moreover the manager also acquires the reports of the inventory manufacturing departments to
understand which stock of products are available maximally that can be promoted for increased
sales. The finance department provides the necessary cost specifications as to invest in
promotional purposes (Kozlenkova et al. 2015, p.590). Henceforth, the marketing manager
analyses the reports of sales, inventory, manufacturing as well as finances to develop the relevant
strategies for marketing of the products. Marketing manager analyses the reports to understand
the market scenario, the possible competition by other brands and to have a good knowledge of
the Customers (Kyriakopoulos et al. 2016, p.400). An accurate picture is built by the help of the
research. The prime responsibility of the marketing manager is to develop a strategy for
marketing and plot a suitable marketing plan as per the current needs of the company (Laudon
and Laudon, 2016, p. 234).
4. Influence and interrelationship of marketing with functional departments (P2)
In order to build an effective business plan, the company coordinates marketing component with
the functional departments of the organisation. This further explains the fact that the marketing
coordinates with the financial, CRM, production, R&D departments as well as the strategies and
the objectives. All the aspects of market that is the decision for pricing, distributing as well as
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promoting the products are affected by the operations of business of the various departments.
Marketing is greatly influenced by the finances that is marketing has a wider financial dimension
to it (Mix and Brand, 2017, p.231). This is because the marketing plans of Cadbury are
developed by studying and analyzing the history of business of the product or products, financial
statements as well as the analysis of the budget for implementing the marketing plan. The
marketing plan is designed after the profitability analysis as well as budgeting by implementing
the financial tools to evaluate the investment (Wirtz et al. 2014, p.180). The relationship of
marketing with the production department is bi-directional owing to the fact that the rate of
production of particular product or a batch of products determines the product to be promoted
(Wu et al. 2015, p.510). However the report of sales, influenced by marketing denotes the rate at
which the production of certain products is to be accelerated. The uncertainty and the
fluctuations of the demands of the products affect the marketing as well as the production of it.
The maximum interdependency of production over marketing is evident in the production of new
products on the bases of research made on the demands in the market. In order to maintain a
good relationship with the customers, the marketing department also stresses on providing
feedbacks to the company in the context of the product and any inconveniences faced due to it.
In this way, the marketing department is interrelated to the CRM of the company. The reports of
the marketing department are passed on to the CRM to inform the concerned department in the
organisation to solve the grievances. The marketing outcomes of the company have resulted in
the Research and Development for the company. The market research unveils the needs of the
customers or the needs of the customers which are yet not fulfilled. This further helps in the
development and related research for creating new and innovative products specially designed to
suffice the customers and create a wider market size for the company. When it comes to strategic
planning and decision making, then marketing plays an important role as a larger portion of the
corporate decisions are made which centres around the current products which require constant
inputs from the market. For examples, the company provides rewards to the employees on the
bases of the sales and the organisational performance; the result of the organisational
performance is generated by means of marketing.
5. Values and importance of marketing
The value of marketing owes to the difference in evaluation of benefits over the costs of the
product asserted by the prospective customer. In such case the marketing is done in a way that
values the ethics of the customers. This value based marketing has been evident in the case of
Cadbury. This has resulted in Cadbury being one of the most popular brands in the world. The
company has been implementing marketing strategies that promote their products and at the
same time provoke the impulses of the customers. Through marketing, the products of Cadbury
were known to the potential customers. Creating awareness of the products has helped for a
better communication with the customers. That is, without proper marketing the customers
would not have been aware of the products of the company. Once the products are in the radar of
the prospects, it induces higher sales. This is because, it is then that the
word-of-mouth factor comes into play and spreads in a wider community. Marketing has helped
build a brand name for Cadbury that has facilitated the far reaching recognition for the company.
It has even brought into play healthy competition in the market. It has also reduced on the
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monopoly by any other company. It has helped the competing companies to improve on their
products and lessen on unfair pricing.
6. Conclusion
This part of the assignment is aimed at creating a report for the company which is considered for
the case study that is Cadbury. The report is made on concentrating on the various aspects of
marketing and its interrelationship with the other functional departments of the organisation.
The report thus projects that the marketing is a part of a business organisation and that it
encompasses every other aspect of business of an organisation. It further identifies the marketing
trends of Cadbury and the current policies adopted by the company to promote it products. The
reported further states the role as well as the responsibilities of the marketing manager that
affects the marketing process and influences the other departments of the organisation.
Part B:
LO2 Comparison of the use of 7Ps (P3) [Refer to Appendix]
The 7 Ps model is a model for marketing that ensures scalable growth to the organisation
implementing it (marketingmix.co.uk, 2018). It is a revision of the 4 Ps model. It includes seven
determinants of marketing mix- a combination of which is applied to marketing. The seven
determinants are namely people, physical evidence, process, product, promotion, place and price.
P3 Comparison of the application of organisational mix
The determinants of the marketing mix of Cadbury are provided with the comparative study on
it.
Product
The company, Cadbury provides a wide range of products ranging from chocolates, gums, and
candies as well as drinking chocolate. This proves for a fact that the company has been investing
into extensive marketing and analyzing the needs of the customers to cater to. It has a line up of
products that have occupied the maximum portion of the market. The variety of products offered
by the company is unique. The products offered by the company have evolved with time. The
time span over which the company has been in the industry is a proof of the premium quality of
its products. However, the brands like Galaxy and Maltesers have not been able to provide for a
wider range of products as offered by Cadbury. This proves that these companies have not been
able to meet all the needs of the customers. Even though the sales of Maltesers goes above that
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of Cadbury seasonally, but in comparison to the sales of the entire range of the products it is very
low.
Price
The price of the products offered by the company varies with the kind of product, the ingredients
added to it as well as the size of the portions. The company has always been pricing its goods on
the basis of the affordability of its target customers. As such that there is a varied range of price
of the products, offered by the company. The prices of bigger packs of the products of
Maltesers and Galaxy are higher and less affordable. Moreover, galaxy does not offer products
that are cheaper than the products of Cadbury.
People
The company has developed a brand image for itself owing to the quality of the products it has
offered. This has spread positive reviews about the company and created positive experiences for
the customers. This also denotes the company has an excellent work force that has catered to the
goodwill of the company. The quality of the products and the relevant policies for the employees
has helped the company to reach where it is now.
Process
The marketing of the products have been influenced by the fact that the company has been
following a process of delivering goods to the retailers at the given time and repeatedly
delivering the products of the same standards. The working processes of the organisation are
continuously reviewed to meet the level of excellence that reflects on the market size of
Cadbury.
The standards of the quality of the products of Galaxy and Maltesers are comparatively
inconsistent that has not gained much likes of the people.
Place
The distribution of the products of Cadbury is widespread. It has facilitated an easy process of
distribution of its products to different parts of UK. This has helped to capture a wider radius in
the market. However, the distribution policies of Galaxy have not been much satisfactory which
has
affected the sales of it. Moreover, Maltesers has a wide and intensive system of distribution in
UK which gives competitive advantage over Cadbury too.
Promotion
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The company has been extensively promoting its products which have resulted in the popularity
and the customer’s attention. Moreover the company has been constantly upgrading its methods
of promotion and following the trends in the market of creating visually impulsive and thought-
provoking content for commercials, posters, billboards and so on. The company has also created
pages in social media platforms which have a huge following of the admirers of the
company. These pages keep updating with interesting and engaging contents to get continuous
attention from the customers. The promotional strategies of galaxy has been poorer compared to
that of Maltesers. Maltesers have been promoting its products in their point of sales that is in the
supermarkets by providing discounts and offers on its products.
Physical Evidences
The company has world wide popularity and it is visible in the number of sales of the company
as well as the revenues collected by the company. The sales go up for Maltesers seasonally in
UK, leaving behind Cadbury and definitely Galaxy (cadbury.co.uk, 2018). However, the
performance of Galaxy and Maltesers is not consistent compared to that of Cadbury.
The analysis of the 7Ps of marketing of Cadbury provides for an in-depth analysis of the
marketing plans of the company. It also helps to deduce the goals and objectives of the company.
LO3 Development and evaluation of marketing plan
Cadbury has been the most popular brand of confectionary, worldwide. However, the company
faces challenges from the various brands worldwide. Therefore, a marketing plan is provided to
increase the sales and keep the sales higher consistently.
Production and evaluation of marketing plan (P4)
Marketing plan
Target Market The marketing plan should target customers of all age groups for 5 to
50 years old or even above. It is targeted specifically to the young
generation as they are chief buyers.
Industry trend The company should invest into R&D to create more innovative
products.
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Goals The company has widespread popularity in the confectionary segment.
However, it should provide a variety of products and explore more on
the
confectionaries.
Strategies ·
Realise the purchasing capacity of the target customers and price the
products accordingly
·
Leverage the partnership with other companies to reduce costs
·
Improve on the diversity and make it a part of the agenda
Annual Marketing
budget
Cadbury should invest into innovative marketing ideas and
content development.
Marketing Mix Product
The products have to be innovative and cater to the present needs of
the customers.
Price
The pricing has to be done according to the product quantity and the
ingredients added.
Place
The distribution network has to be widened.
People
Marketing has to be done in a way that engages the attention of more
prospective customers.
Process
The process of distribution has to be
enhanced.
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Promotion
Social media marketing has to be enhanced.
Physical evidence
The sales of the products to be increased along with the visit to the
Cadbury World.
Table 1: Marketing plan
(Source: Created By Learner)
Competitors
The chief competitors in the market of UK are Maltesers, Nestle and Mars.
Conclusion
The assignment has been made as to bring to affect the essentials of marketing and its
considerable influence on the other functional departments of an organisation. The assignment
has been provided with a report that concentrates on the concepts of management and its
interrelationships with other functional departments of the companies. Furthermore, it comprises
of the theories of marketing implemented in the concerned organisation. It further
illustrates the importance of the implication of the particular theory in the context of the
organisation. It has helped to compare the application of organisational mix and provide a
marketing plan of the company that has been evaluated to find its relevance to the concept of
marketing of the products.
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