Marketing Essentials Report: CADBURY, Marketing Mix, Roles and more

This report provides a comprehensive analysis of CADBURY's marketing strategies. It begins with an introduction to marketing concepts and the roles and responsibilities of a marketing manager, including B2B and B2C marketing roles. The report then delves into the interrelation of marketing with other functional departments within an organization, such as finance, HR, sales, and production, highlighting their importance and how they contribute to achieving marketing goals. The report also includes a comparison of the marketing mix of CADBURY with NESTLE. Finally, it discusses the importance and value of marketing roles in building consumer relationships and brand reputation, and the benefits in terms of sales and profitability.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing manager..................................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context..............3
TASK 2............................................................................................................................................5
P3. Marketing mix of McDonalds...............................................................................................5
TASK 3............................................................................................................................................7
P4. Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing means to launch and give advertisement of a product at marketplace. This
helps to sell products easily and effectively. It is an important term or aspect to run any business
smoothly (Durand and Barlow., 2012). In this, the manager of company plays an essential role
and perform its tasks and activities to met with company goals in allotted time frame. This report
is carried out in context of CADBURY which is a multinational confectionery company founded
in 1824. It operates in US by John Cadbury. The company is famous for its chocolate products
such as, dairy milk, caramel, crunchy, etc. In this report, the role and duties of manager of
CADBURY is discussed. Along with this, it also been discussed in this report about how
marketing is essential for company to sell its product.
TASK 1
P1. Roles and responsibilities of marketing manager
Concept of marketing
This is a concept in which company focuses on needs and demands of its consumers and
how to satisfy them (Walliman., 2015). This concept is essential for all organisation to sell its
products and increase profitability. Company can deliver its products with the help of marketing.
They can launch and promote their products at market place through various promotion channels.
For example, company can promote its products by printing in newspapers, by distributing
pamphlets, giving advertisement on television, etc. In this, to promote products in market some
current trends are online performance, etc and future trends includes, chatbots, new apps, etc. In
addition to this, concept of marketing is also beneficial for CADBURY to introduce its products
in market. In this regard, there are different types of concepts which are used by the manager of
CADBURY to sell its product among consumers.
Production concept: This is concept based on operations in which consumers only prefer those
products which are affordable to them and easily available in market (Gummesson and
Grönroos., 2012). In this concept, the manager of CADBURY focuses on production of superior
quality products and lowering costs so that consumers do not hesitate before buying those
products.
 Selling concept: This concept believes in those products which sells in market through
active and attractive methods of promotions. To increase sales of products, it is important
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firstly to give advertisements of goods in market. This concept is also used by
CADBURY to increase product selling and revenues of company.
Marketing concept: This concept focuses on satisfaction of consumers (Rascati., 2013). It
believes in selling products according to wants, needs, tastes and preferences of consumers. The
main objective of this concept is to satisfy its consumers needs by delivering products at
affordable rates. This concept is also considered by CADBURY to satisfy those consumer needs
as a whole.
 Product concept: This concept states that consumers are willing to buy only those
products which are valuable and of good quality. They also prefer products with
advanced technology and innovative features. Along with this, concept of product is also
been criticised by CADBURY. The company also sell products which suits tastes of
consumers and also liked by them.
 Societal marketing concept: In this concept, it not only focusses on consumers needs
and wants but also consumer and social welfare. The manager of CADBURY also make
use of this concept to satisfy consumers and social welfare by making all efforts of
marketing.
Overview of different marketing process
It involves process in which company able to finds needs and opportunities through
which they can fulfil demands of consumer. Company can also satisfy its consumers by making a
marketing strategy plans. It also involves marketing mix decisions of product designing and
producing methods. This process helps to create distribution contacts at market place to easily
goods among consumers (Khan. and Adil., 2013). Further, the manager of CADBURY also
belies and use the process of marketing to achieve its goals and objectives in allotted time frame.
Roles and responsibilities of marketing manager
Company mangers plays an essential role and responsibilities in accomplishing
organisation goals and tasks. It is important for them to perform their duties effectively so as to
increase sales turnover and profitability margins (Functions and Responsibilities of Marketing
Manager. 2016). In context of CADBURY, its manger also perform its activities to met
company with its goals in allotted time frame.
Roles:
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Creating effective marketing plan: It is an important role of manager of company in creating
plans in order to achieve goals and increase sale of products (Friis., 2012). Creation of proper
marketi8ng helps company in managing activities of organisation. In this regard, the manager of
CADBURY also makes effective marketing plan so as to increase selling of products.
 Managing customer service: This is an another important role and duty of manager of
managing consumer service. It is important for them to give consumer service to solve
issues of costumer related to products. This role is also important for manager of
CADBURY to deal with problem of consumer. For example, if a consumer is confused or
asking some details about the products, it is the role and duty of manager to give them
informations about goods they are asking for.
Responsibilities
 Responsibilities towards employees: It is the responsibilities of managers of company
to look after the benefits of employees. It is important for them to provide them with all
facilities and training sessions. If employees are well trained then it will be easy for them
to assists consumers related to product details. In company CADBURY, mangers are
responsible towards their duty to look after all working of employees.
 Responsibilities towards Costumers: Managers of organisation are also responsible for
satisfying needs and demands of consumers. It is their duty to looks after their consumers
and provide them with all benefits. This will lead to achieve company gaols and
objectives along with increment in sales turnover. The manager of CADBURY is also
responsible towards satisfaction of consumer needs and demands.
B2B roles and responsibilities of marketing
B2B is a process in which one business deals or make transactions with another. There
are some roles and responsibilities of B2B in marketing.
 Technology innovation: In this, companies deal with each other to attract their
consumers towards their product. They innovate new technologies to and introduce
products in order to increase their sales.
 Customer insights: The main focus of companies is on their customers. Business deals
with each other to satisfy its consumer's needs by producing helpful goods at
marketplace. It is important for business to focus on consumers insight to produce
valuable products.
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B2C roles and responsibilities of marketing
B2C is a process which means Business to Consumers. In this, companies introduce and
produce useful products to use in their daily lives. Some roles and responsibilities of B2C in
marketing are as follows:
 Direct sellers: In this, companies deals directly with their consumers to satisfy their
needs. This helps business to know about desires of its service users. They provide good
quality products at affordable prices in order to achieve their goals.
 Connectivity: It is the role and responsibilities of of business to make good relations and
connectivity with their consumers. This helps them to know likes and dislikes of their
customers.
P2. Roles and responsibilities of marketing relate to the wider organisational context
Interrelation of marketing with different functional departments
Marketing department of every organisation is linked with other section of firm. This
relationship is required and important for proper managing of funds and other things of
organisation (Caragher., 2016). The other departments of company helps marketing department
to achieve their goals and managing work in an effective and systematic manner. These
departments also helps CADBURY in selling their products and increasing their profitability
margins. Functional department performs their functions to help marketing department as a
whole. In this regard, some functional departments are interrelated with marketing department
which helps CADBURY in achieving their goals.
 Marketing and Finance: These departments also plays an important role in managing
the working of company. The department of finance helps marketing section by
providing funds to promote goods at marketplace. For example, to promote and advertise
products the section of marketing needs funds. These funds are provided by finance
department so that they can promote their products to increase sales.
Marketing and Human resource: The HR department of CADBURY is also interlinked with
section of marketing (Dudu, and Agwu., 2014). HR section provides and recruits skilled and
professional candidates to marketing department which helps them to accomplishing their tasks
in time.
 Marketing and sales department: In this, both section are related with each other to
increase sales and met company with their goals. In context of CADBURY, marketing
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department generate information related to needs and demands of consumers to sell
products. They give details to sales section about which product is more in demand by
consumers at marketplace. Then, according to information given by marketing
department sales department starts selling its product in market. So. In this way, they
both are interlinked with each other.
 Marketing and production department: These departments are also interlinked and has
relationship with each other to carry out activities. Both departments are also plays a
dominant role in CADBURY. The marketing department helps production section in
producing valuable and useful products. For example, marketing department bring
important information about likes and wants of consumers about products. This detail is
given to production department so that they can produce products by kept in mind the
necessity of consumers. In this way, they both are interlinked and helps each other in
their activities.
The value and importance of marketing roles
Marketing plays an important role in developing or maintaining coordination and
relationships between consumers and organisation. In this modern era, large and small
organisations are competing with each other in order to stay at top at marketplace. It gives
confidence to organisation in launching and introducing new products in market among
consumers. Marketing important for CADBURY too in creating images and reputation of brand
in eyes of consumers. This concept also lead to increase sales and profitability margins of
company and also makes a strong consumer base.
Conclusion regarding interrelationship between different departments
From the above differentiation, it has been concluded that interrelationships between
different departments is important for each organisation (Begic and Duman., 2013). They helps
company in achieving goals and objectives by working and performing together. Relationships
helps both departments in maintaining coordination and discipline between them. It helps them
to build trusts and effective communications between both if them. It also avoids conflicts
between both departments and give services to customers by providing them details and
informations regarding products.
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TASK 2
P3. Marketing mix of McDonalds
Basis CADBURY NESTLE
Product CDABURY is UK based and
British multinational
confectionery company
(Shahin Sharifi and Rahim
Esfidani., 2014). The company
is popular for its chocolate
products such as, caramel,
dairy milk bars, fudge and
many more. In this, product
means combination of goods
and services which company
offers to its targeted market.
Nestle is a largest food a drink
company which is operated in
Switzerland. The company is
founded 1866 by Henri Nestle.
The company provides
products such as nestle coffee,
kitkat, coffee mate and many
more food products.
Price The manager of CADBURY
place the prices of products in
such a way that they are
affordable to its consumers
and will be easy to buy for
them. It is important for
company to put prices of
products according to the level
of consumers. Pricing strategy
used by company is skimming
which involve affordable
prices and discounts to
consumers.
Nestle offers competitive
prices to consumers. The
prices are affordable but
according to competition in
market. It provides prices
according to the demand and
competitors in market.
Through its pricing, they can
easily achieve their goals.
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Place CADBURY sells its products
at a large scale in many
countries. They focuses on to
supply their products in the
areas or places where it is easy
for consumers to approach.
Nestle offer its products in
different places in countries
where consumers can easily
approachable. They follows
FMCG distribution strategy to
sales in products in the market.
Promotion This marketing mix involves
advertisement of products at
market place (Bačík, Štefko
and Gburová., 2014). It is
important for company to sell
products with attractive
promotion channel to increase
sales and profitability margins.
The manager of Nestle also
uses promotion strategy to
introduce products in market.
Promotion is important for
company to increase sales and
profitability margins. They
also advertise their products by
posting on social media such
as, Facebook, etc. and by
printing in newspapers and
distributing pamphlets.
People The manger of CADBURY
also looks after the needs and
benefits of its employees as
well as consumers. They give
employment opportunities to
candidates of society (Major.,
2015). They also provides
them training session so that
they can assists consumers
with details of products.
To achieve organisation goals
it is also important for
company to look after benefits
of its consumers and
employers. For example, if
company fulfil needs of its
employees then they will help
company automatically in
satisfying needs of consumers.
Process CADBURY focuses on the
process and method of
Nestle opt the process of
minimum wastage and allocate
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preparation. They improves in
the quality of products and
produce them according to
tastes and preferences of
consumers. They includes
process of goods preparation
by use of advanced technology
and techniques.
all resource properly. They
focuses on improvement in
methods and processes of
preparation of products.
Physical Evidence It is an important aspect for an
organisation. The physical
evidence and environment of
centre must be attractive for its
consumers. It is also important
for manager to look after
hygiene and cleanliness of
outlet.
The physical evidence of
Nestle company is good that it
attracts more consumers
towards its store. The interior
of outlets also allure many
consumers towards company.
TASK 3
P4. Marketing plan
It is a plan by which company can analyses what is going on in company. It is a part of
overall business (O Ogunmokun and Hsin Tang., 2012). It is a type of a map which provides
direction to company as to which path has to choose to achieve goals and objectives. The
manager of CADBURY also uses this plan to perform tasks effectively and efficiently. The
company also uses this plan to carry out its activities in a systematic manner. This plans helps
firm in giving clarity about who is the target market. It involves all the details of business
including what are the goals, how to execute them, etc. So it is important for company to make
marketing plans before staring any process of business.
Overview of the company
CADBURY is a British multinational confectionery brand which is founded in 1824. The
company operates its business in UK by John Cadbury. This brand is famous for its chocolate
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products such as, daily milk bar, caramel, cadbury eclairs, fruit and nut, dairy milk chunk bags,
etc. Through its products, company attracts most of the kids towards them. The manager of
CADBURY uses skimming pricing strategy to sell its products among consumers (Akaka, Vargo
and Lusch., 2013). In this strategy they offer products at affordable rates and also give discount
offers to its consumers. The manager of company also provides its staff training session so that
they can assists consumers in explaining details of products.
Mission: The mission of CADBURY is to make continuous improvement in quality products to
ensure that our promises are effectively delivered.
Vision: The vision of CADBURY is to create brand people love by offering best products.
Marketing objectives
 The main objective of company is to increase sales by 20% in 2 to 3 months.
 To produce CADBURY Kurkure with the aim of increasing market share by 30% within
three years.
STP: It is a three approach process of making marketing plans. The company make use of this
process to divide its group of consumers in different segments of country. This is done on the
basis of consumers needs and are in which they are living. STP stands for Segmentation,
Targeting, Positioning (Jung and Hong., 2012). The manager of CADBURY also uses this
process which helps compny in selling products in different segments of country.
Segmentation: It is the process of dividing broad range of market into smaller group of
consumers. This helps company in meeting the needs of consumers to their desired products.
Geographic: It involves those consumers who are living geographic regions, state and city.
Psycho-graphic: It divide the group of people according to their lifestyle, personality, etc.
Behavioural: In this, it includes group of people according to their thinking. It involve their
behaviour towards products of company and how loyal they are with products.
Demographic: It divides group of people according to their gender, marital status, ethnicity,
education, occupation and many more.
Targeting: This segment involves that group of people and market which are targeted by the
company to sell products (Kennedy and Parsons., 2014). The manager of CADBURY also
targets consumer according to their needs and demands.
 Positioning: It involves the image and reputation of brand in minds of consumers at
marketplace. This helps company in analysing the position of brand in the market. It is
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important for every company to know about its position and image and at what level they
are standing at market place. In addition to this, CADBURY also uses this factor in order
to know the level of brand in market.
Swot analysis of CADBURY
Strength
 CADBURY has strong and appropriate
channels of distribution and marketing.
 It offers prices affordable prices to its
consumers.
Weakness
 Hard to find trained employees.
 Health conscious people are more in
number.
Opportunities
 Increasing in consumption level.
 There is huge variety of media vehicles.
Threats
 Huge competitions at market place.
 There is a high rising in prices of raw
materials.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales publicity 2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Total 25000 7000 10000 9000
Monitoring and control
It is important for every organisation to prepare marketing budget in order to know the
details of investments of funds. Through this plan, company can make estimate or budget about
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