Cadbury's Marketing Essentials: Roles, Responsibilities, Mix & Plan

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly in the context of Cadbury. It explores the key aspects of marketing, including understanding customer needs, wants, and demands, as well as the development of marketing trends. The report details the structure and operations of a marketing department, highlighting functions such as distribution, selling, financing, and marketing information systems, with a comparison between B2C and B2B marketing approaches. Furthermore, it examines the elements of the marketing mix (product, price, promotion, and place) and their application in achieving business objectives. The report concludes with a discussion of how marketing relates to the wider organizational context and includes a marketing plan.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key Roles and Responsibilities of Marketing Function...................................................1
P2. Roles and Responsibilities of Marketing relate to wider organisational context.............6
TASK 2..........................................................................................................................................10
P3. Comparison of application of marketing mix by different organisations for achieving
business objectives...............................................................................................................10
TASK 3..........................................................................................................................................11
P4. Marketing Plan...............................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a concept that take cares about business activities and brings efficiency and
effectiveness in organisation and make company as a brand in front of existing and potential
customers. For instance these activities are stated as sales, manufacturing, post sales, promotions
etc. Apart from this, marketing also aids other functional departments of corporation like finance,
human resource, research and development etc. Marketing concepts also helpful in market
analysis along with studying business environment which is divided into two parts one is internal
and other is external. To conduct intrinsic analysis most appropriate method is SWOT analysis
and to analyse external atmosphere of business, study of PESTEL factors are important and quite
useful. All functions and operations that are related with marketing can be understood by most
important strategy that name is marketing mix. This tactic contains four criteria that are product,
price, place and promotion but now a days this technique has grown up its area and to extend by
seven criteria which are people, physical evidence and process that aids marketing functions in
covering and controlling wider area network. This report is based upon Cadbury company which
is operating its business operations in and outside United Kingdom. This firm deals in
confectionery industry and have wide contribution in economic growth.
TASK 1
P1 Key Roles and Responsibilities of Marketing Function
Marketing is a concepts that adds values and promises in products for consumers and also
aids in developing strong bond between client and company in order to get value in return from
customers. Marketing is an inclusions of three aspects and these factors are stated as beneath:
 Needs: It is a basic human needs which must be fulfilled on priority basis and these
necessities are related to survival of a person for example food, shelter, clothes, water and
security.
 Want: These are some different from basic neds because these could be hold. This type of
human requirements are not permanent and do not occur on regular basis. For example if
food is need then junk food is a want. This type of requisites do not stay for longer
duration of time.
 Demand: When a person have potential like purchasing power to fulfil all their
requirements like needs and wants then it is called as demand.

Development of Marketing Trends: In past time, retailers and manufacturers both used to pay
attention upon selling a product and services in order to gain profits. Major objective of
conducting business operations were only profit making by clearing all stock that is ready to sale.
Management of Cadbury company provides adequate training and development program for
employees so that they could perform all their task in most appropriate manner. By taking help
of these marketing activities firm gets higher satisfaction of customers for company's products
and services. Marketing concept provides aid in capturing larger market share and higher profit
in marketplace along with getting competitive advantages. When workers are trend and skilled
then they could do all actions and task properly and efficiently. Marketing managers are suppose
to collect all information about consumers’ needs and wants by conducting research events
within and outside company. Through this, enterprise is capable to develop and modify goods
according to clients’ needs and wants. In the current market scenario, selling concept is not
important as compared to product. All company are concentrating on both quality of goods and
customer's satisfaction. But this concept are no longer profitable by firm. This theory pays
attention on distributing goods and services with high quality in order to achieve higher
consumer's satisfaction. This concept includes aspects of needs, wants and demand generation in
all potential clients (Blythe, 2012). Current Trends: In the current market, various types of trends are noticed in area which
affect whole business activities. Most of the changes are done in the field of technology
and IT. Also, it considers manufacturing and transportation that affect supply chain
management of Cadbury.
 Future Trends: Some important future trends are enhancement of advertising, promotion,
process and physical evidence as well as many more which affect firm’s future
requirements and strategies in order to achieve set goals and objectives in given time
frame.
External environment that create impact on marketing activities: There are various external
factors which affect firm’s tasks that affect the marketing activities which are explained as
follows:
Legislations: Through these activities, management of Cadbury provides equal rights to
all employees at workplace.

Technology: Through this, firm is capable to improve product’s quality in order to
achieve targets in an effective manner (Baines, Fill and Page, 2013).
Structures and Operations of Marketing Department
Structure
(Sources: Organisation of Marketing Department, 2018)
Operations and Roles of Marketing Department: There are many functions possessed by
marketing manager in Cadbury. These are stated as beneath:
 Distribution: This is an essential function of marketing department because this
task involves efficient and timely delivery of products among all other retailers
and whole sellers and this move will decide sales volume of association. To get
all actions done, activities need support of transportation and conveyance
facilities. This section includes following aspects which are discussed as below:
◦ Customer Service: Cadbury promises its clients to provide quality services and
this is related with association as brand equity and keep increasing position of
company in marketplace (Rossi, Allenby and McCulloch, 2012).
Illustration 1: Structure of Marketing Department

◦ Order Processing: This is a tool which is to be used to collect and record data
related to orders and demands of clients for making right delivery at correct
and most needed time.
 Selling: This is a significant action of marketing because enhancement in sales
volume without compromising quality of product is responsible for growth of
company.
 Financing: There are so many activities which are included in marketing
department to conduct all marketing actions in continue and smoother manner,
manager of marketing need adequate amount of funds. This action is helpful in
catering the demand of customers (Clow and James, 2013).
 Marketing Information System: This is a software which is especially designed
for marketing functions. This application does collection, storing, sorting, analysis
and distribution of marketing information on continuous basis.
Below is the difference between marketing functions of Cadbury in B2C and B2B
context.
Basis B2C B2B
Distribution Number of customers that Cadbury is
handling in marketplace are wide and
to make effective distribution of
products and services to generate
regular demand of confectionery
demand.
Retailers and Whole-sellers and other
companies are business customers for
Cadbury and to make them happy,
regular availability of products should
be maintained by firm.
Product To take care about health of
consumers, it is the responsibility of
Cadbury that management should
produce better quality products.
Heavy amount of sales of corporation
depends upon business customers and
so, it is required from marketing
manager that he/she should provide
extraordinary quality products to
these consumers.
Price Rate of a product should be set of
middle level so that consumer could
A remarkable rate of product should
be set so that it should not be so

purchase that and this buying may
generate a prominent amount of profit
to venture.
costly for business clients and they
could be able in capturing higher
amount of profit.
Place By taking help of prominent strategy,
product should be attackable to
customers mind so that client could
easily relate with themselves with
item.
Proper placement strategy should be
framed by for targeting business
customers so that more and more
consumer could get fascinate towards
company's products.
Promotion Placement of product depends upon
promotion function because this is a
tool which makes a product popular in
the eyes of customers.
Different promotional strategy should
be framed in order to fascinate
business clients.
Selling Enhancement of sale relies upon
marketing department and this is a
core function on which whole
marketing activities rely.
Marketing function should get done
with adequate direction and to target
business clients all activities should
be done in that manner whereby more
number of business client could get
attract.
Financing There are too many activities that are
linked with marketing department so
to run all actions in smoother manner,
appropriate amount of finance is need.
This type of client needs higher
amount of funds than B2C.
Marketing
Information
System
This software application is more
relatable with consumers.
Less importance of this tool for
business customers than normal
consumers.
Marketing Mix: This is a tool which consist four elements and description of all this is stated
below:

Products: This is a core functions of marketing function because all actions related to
marketing department revolve around this main object. This section consist quality of products
along with attributes so that a healthy and customer friendly item could be produced in Cadbury
company (Lipsman, and et. al., 2012). An item should satisfy all clients and customers in most
satisfaction manner because a satisfied client comes again for make purchases. Marketing
manager should always tries to maintain high quality of product so that it could generate
competitive advantage for association. Product should be highly linked with clients.
Price: This is an element on which entire amount of profit depends. For example, Dairy
Milk is a chocolate of Cadbury and if company set higher price of this item then less number of
customer could but this and this action could be a failure. On the other hand if corporation set a
lower price then it will not generate required amount of profit and this is also a losable situation
for venture. So to satisfy both above conditions, manager should set a moderate value of item so
that company and customer could get same advantages with product.
Promotion: This technique should be prominent so that all products could get higher
number of customer attention and could get successful in marketplace. Growth of association and
item depend upon this publicity function (Babin and Zikmund, 2015).
Place: To distribute products among all type of customer, this is a required and important
task of marketing department. Place comprises following aspects which are discussed below:
 Inventory Control: All stocks and raw material should be arranged in proper
manner so that production of required number of products could get done in
requisite time period so that delivery will be accomplished in appropriate way.
 Transportation & Logistics: This sections involves all methods that are linked
with conveyance like bus, train, cars etc. So, appropriate method should be
chosen for making correct time delivery.
 Packaging & Materials: To make all deliveries successful like raw materials
could be reached in warehouse in appropriate time and to make delivery of
adequate finished product without hampering quality and quantity of product,
a prominent method of packaging should be choose so that sabotage of item
could get reduced.

P2. Roles and Responsibilities of Marketing relate to wider organisational context
Marketing as Business Function: This is a core function of marketing because all task
related to this functional area are getting done for capturing larger market share and higher profit
in marketplace. All marketing function focuses on manufacturing of better quality product so that
it could get higher attention of clients and consumer will get maximum satisfaction and this
function further generates customer retention for Cadbury. For example, Oreo biscuit is a cookie
product and this item got a prominent market share due to its quality and this happened by
marketing functional area of Cadbury which takes care all actions related to production and
selling of item.
Marketing department wants to make all its products eye candy in market and to attain
this purpose, managers keep eye on quality and hygiene of item so that all health measure of
consumer could get maintain and this type of action is responsible for generating higher amount
of profit in market place (Forshier, 2012).
Business is an activity that is done for getting financial profit and marketing is a function
that makes this thought real for Cadbury. In context of this thought all marketing function should
get done by an expert and professional personnel so that efficiency and effectiveness of item
could be gain for satisfying higher number of clients in market. Marketing functions are useful in
achieving all aims and objectives of Cadbury. For example, mission of firm is “Quality means
Cadbury”. This purpose is paying attention of making best quality product because it is
necessary for growth and success of venture. So, it is a responsibility of marketing manager that
all quality measures could get attain by all workers so that an extraordinary quality product could
manufacture because this functions is compulsory for enabling a customer to make repetitive
purchase of Cadbury item. All marketing function could get done in most appropriate manner so
that higher efficiency could get achieved (Wilson, 2014).
Relationship of Marketing with other Departments of Company
Marketing is a functional segment that takes care of all department as it is responsible for
quality and timely production of all products. Marketing manager keeps eye on working pattern
of all staff members so that ideal time in working could get reduced and more number of
products could be produce in same time duration because Cadbury is a continuous growing firm
which is showing regular success in market place. So to maintain this function, more than current
requirements items could be manufactured for attaining fascination of new clients. This type of

concept is discussed by Peter F, Drucker in market. Marketing actions provide direction to all
activities that are get done in association.
Human Resource Department: Manpower is an asset that is must for attaining all targets
by producing good quality products for firm. It is a responsibility of marketing department so
that all task could get done in most profitable manner so that entire workforce should work with
most efficiencies. Distribution of all major task into short actions should be done appropriately
so it is a responsibility of marketing function that alignment could get done in most effective
manner and it could be linked with workforce very efficiently. This section includes following
aspects:
 Providing direction in new product development.
 All workers should be assigned those task in which manpower is best.
 Efficient and effective team building for accomplishment of a task for achieving
maximum profit (Baack, Harris and Baack, 2013).
Finance Department: As it is discussed earlier that each and every activity that takes
place in a corporation relates with marketing function in direct and indirect manner so to
accomplish all tasks and actions in most effective manner, a prominent financial resources are
required. This function further includes following factors:
 Recognition of availability of adequate budget to meet research needs and to meet result
of investigations which is related to market demands and opportunities.
Financial area has an overview that all activities of company should be accomplished by taking
care of financial capabilities of association because for all actions, firm could not generate more
functions. Before starting an action approval of finance depart is necessary for marketing area.
Production Department: To ensure successful accomplishment of all operations,
marketing department should be connective with operational department (Silberschatz, Galvin
and Gagne, 2014).
 To check that whether required amount of products are being produced or not because
success of item depends upon this.
 To quality measures in items, marketing manager ensures this fact by keeping eye on
regular basis on production department.
 All number of orders that are coming in firm due to successful marketing actions should
be maintained for achieving all goals in requisite time period.