Marketing Report on Cadbury Company: Roles and Responsibilities

This report provides a comprehensive analysis of the marketing essentials within the Cadbury company. It begins with an introduction to marketing and its core activities, specifically in the context of Cadbury's operations. The report delves into the roles and responsibilities of marketing functions, including market analysis, planning, product design, standardization, packaging, branding, customer support, pricing, promotions, and physical distribution. It also explores how these marketing roles relate to other organizational departments within Cadbury. The report further discusses the importance of the marketing mix and how Cadbury applies its elements to marketing planning. Finally, it outlines the process of creating a marketing plan for launching new Cadbury products, providing a holistic view of the company's marketing strategies.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
P 1 Roles and responsibilities of the marketing functions...........................................................3
P 2 Roles and responsibilities of the marketing and their relation with other organisational
department....................................................................................................................................6
ACTIVITY 2 ...................................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the activities which are undertaken by the organization in order to
operate the buying and selling process in the market. This includes the different activities like
advertisements, promotions, delivering the products to their customers in the market. In the
direction to increase their business and profit margin in the market as compare to their
competitors. This report of the marketing essentials is based on the Cadbury company, which is a
British multinational confectionery company. This company is founded at Birmingham, in
England in 1824 by John Cadbury. This company produces number of products in the food range
specially in the chocolate range. This company has 71,657 employees as according to the 2008
year, who contribute a lot to fulfil the target of the company and to provide the best services to
their customers. Headquarter of the Cadbury company is in Uxbridge, London, England.
This will include the roles and responsibility of the marketing functions in the Cadbury
company, which help to perform and set the different marketing activities and target for their
employees. In this how roles and responsibility of the marketing relate to the wider
organizational context also will be defined in this report. Further more, importance of the
marketing mix will be explained and also identified that, how the company apply the marketing
mix elements to the marketing planning in order to achieve its target. Lastly the marketing plan
is to be made in order to launch the new products in the market by the Cadbury company.
ACTIVITY 1
P 1 Roles and responsibilities of the
marketing functions
There are number of roles n
responsibilities of the marketing functions of
the Cadbury company. These roles and
responsibilities of the marketing help the
managers of the Cadbury company to
perform their operations effectively and plan
all their strategies accordingly. With the
help of their roles and responsibilities
marketing manager get the ease In the
direction to achieve the target of the
company as to satisfy the customers and
give them quality products. These roles and
responsibilities of the marketing functions
are:
Analysing the market information — This
is one of the main role and responsibility of
the marketing function of Cadbury
company. In order to find out the needs and
choice of the customers, need to have good
knowledge about the market and its tough
competitors in the market and new entrant
that can become threats. Identify all the

market information and knowledge is main
responsibility of the marketing function in
order to make their strategies regarding their
products to sustain in the market
(Henríquez, 2018). If Cadbury planning to
launch its new product then the need of the
market identification become important, so
that can make marketing plan accordingly.
This will help the company to increase its
demand by planning according to the market
need.
Marketing planning – Another main role
and responsibility of the marketing function
is to create the market planning, this
includes different planning of the Cad bury
company related to the increase their sales
and profit in the market, this can be done
through the proper planning as if need to
improve their product quality or to make
innovation in their products, if company has
low promotional areas then it becomes the
responsibility of the marketing manager of
the cadbury to prepare the plan for their
promotional activities and advertisement, so
that can help the company to increase its
sales and recognize in the market with their
new product range.
Products designing – This is one the factor
that attract the most to the customers. As the
Cadbury company produce the different
range of chocolates, cookies and other
which are mostly liked by the children, and
to attract them marketing managers have to
design the package in a creative way that
can attract the children most (Bhatt and
Gupta, 2018). As the marketing function of
the Cadbury make innovation in their
products like, at the time of the valentine
they give the hear shape in their chocolates,
at the time of the any sport events like world
cup and Fifa they give the sporty look in
their chocolates designs. This is one of the
important responsibilities and roles of
marketing function of Cadbury to maintain
their product designing.
Standardization and grading — Another
role and responsibility of the marketing
function of cadbury is Standardization and
grading. As the main objective of the
company is to provide the best quality
products to their customers and make them
satisfy. In the direction to fulfil this mission
of the company, marketing manager ensure
the quality of their product range. In order to
this marketing managers apply the different
standardization tactics and give the products
grading according to their quality. This
grading is based on some set criteria like
designing, packaging, taste, shape and may
more if any product not pas this criteria then
it is being rejected, and finally only quality

products are reached to the end customers
(Gurtner, Spanjol and Griffin, 2018).
Packaging and labelling – Packaging and
labelling is another main role and
responsibility of the marketing function of
Cadbury company. As Cadbury company
has its patent labelling and colour of its
packet which is blue, since the company has
started. This is being set by the marketing
function and managers of the Cadbury. This
also the another factor which attract the
most to the customers, as the company's
marketing function and its managers always
try to innovation in its packaging. They
provide the customize gift package
according to the occasion, like on the
Christmas they provide the red packaging
with Santa, in other country like in India
provide the socialized gift package on the
occasion like rakshabandan and many more.
All these tactics in the packaging by the
marketing function helps the company to
attract and more customers and to increase
its demand in market.
Branding — Branding can be referred as to
increase its brand name in the market by the
product differentiation in the market as
compared to their competitors.
Customer support service – As customers
are the main key of any organisation, for the
Cadbury, customers also play the vital role
in their production operation of the business.
All the production of their different products
are being done as according to the customers
need and choice. In this marketing function
play the important role. In order to solve any
query and problem of their customers,
marketing function plan and create the
customers support service cell, in which all
the problems of their customers are being
listen and solve this help the company to
increase the brand loyalty towards their
customers, trust of the customers towards
the Cadbury company also increase. This
help the company to increase it market
image and brand name in the market. This
also helps to increase its demand and profit
as compare to the other competitors like
Nestle in market.
Pricing of products – Setting the price of
their products like cookies, chocolate in the
different market is also the responsibility of
the market functions and managers. As this
Cadbury is multinational brand which serve
their products in almost all the countries, so
it is become most important to set the price
of their all products as according to the
different country and its economic situation,
so that they can increase its demand and also
to gain the profit. Cadbury has all range of
products as according to the all the category
of the people and customers in the market ho

can easily afford it and can enjoy their
products (Campbell, Martin and Fabos,
2018).
Promotions - In order to make relation with
their customers and make recognize the
products and name in the market marketing
function perform the different promotional
tactics. This promotional event like through
the advertisement on TV, newspaper and
social media help a lot to promote its
product. Marketing mangers apply the
different emotional advertisement
campaigns in order to connect with their
customers. Promotion of the Cadbury
product is being done in different country as
according to their communication language
and culture. As to make change and produce
special addition of their products for the
special occasions, it is also a part of the
marketing promotion of the Cadbury
company by its marketing managers. This is
one of the important role and responsibility
of the marketing function. Which helps the
company increase its sales and sustain in the
market by their effective promotional
activities.
Physical distribution – This one is also the
most important role and responsibility of the
marketing function of Cadbury company
(Nirschl and Steinberg, 2018). As this
physical distribution refers to provide the
products an services to the market for the
final use of their customers. This has been
done by the marketing functions and
mangers of the cadbury. In this they
maintain the strong relationship with the
number of suppliers that bring their products
in the market for the customers and also fill
the demand with their products. This
availability of their products at the right
time. This helps the company to increase its
demand in the market to fulfil the needs and
wants of their potential target customers.
In this way marketing functions of
the Cadbury company have different roles
and responsibilities which they perform
effectively in order to satisfy their customers
and gain the maximum profit in the market
as compare to their competitors (Hanlon,
2019).
P 2 Roles and responsibilities of the
marketing and their relation with other
organisational department
Roles and responsibilities of the
marketing
There are different roles and
responsibilities of the marketing in the
cadbury company. These roles and
responsibilities of the marketing help the
company to perform all its activities and
operations effectively in order to increase
the sales and to gain the maximum profit in

the market as compare to the competitors.
These roles and responsibilities are:
Defining and managing the brand – One
of the major role and responsibility of the
marketing in the Cadbury company is to
defining the brand in the market and also
among the customers. In this long term and
short term goals of the company is to b
define for what they are stand for and what
are the long term planning of the company,
the vision and mission of Cadbury etc. This
will help the customers to understand the
company and its focus market and vision
towards the customers and society as well
(Hugos, 2018). This responsibility of the
marketing help the company to make trust
and make their brand name in the market as
compare to the other competitors.
Conducting campaign – In order to make
the brand and recognize in the market,
marketing department of the cadbury
company conduct the campaign and events
in order to make awareness in the market
and among the customers. This will help the
customers as well as to know about the
product of the Cadbury and its new launches
and services which they are going to be
serve in the market. With the help of these
events and campaign marketing managers of
the Cadbury also make aware their
customers about the actual product of the
company and the fake product which are
also available in the market as the name of
the Cadbury, they provide low quality
products in lowest price. This can harm the
customers. With the help op this campaign
customers get to know about the fake an
actual products that help to increase its
demand in the market (McCamley and
Gilmore, 2018).
Producing marketing and promotional
materials — Another one of the main roles
and responsibility of the marketing is that to
produce the marketing and promotional
materials. With the help of these materials
marketing managers of the Cadbury
company can make the strategies for their
core products and their promotions. This
will help the company to increase its sales
and demand in the market with having the
promotional events that creates the
awareness about its core products and
services among the customer. For this they
always try to up to date their products and
make innovation in their core products in
order to attract more customers and make it
sustain in the market as compare to the
competitors which launch new products.
Marketing of the Cadbury company make
ensure the availability of the resources and
other materials that are required to promote

their products in the market (Laczniak and
Murphy, 2019).
Monitoring and managing – Another
responsibility of the marketing in Cadbur
company is to monitoring and managing all
the marketing activities and operations in
order to archive the target of the company
which is to increase the sales as compared to
the last years. Marketing managers monitor
all the performance and activities which are
being performed by their employees to
increase the sales, and other activities like
promotion, branding and many more. If they
found any errors and lack of any strategies,
then they can make improvement as
according to the task and target, this will
help the company to increase it sales and
increase its productivity in the market. After
identify all the performance and operational
activity, marketing then can improve it and
can achieve the target of the Cadur
company.
Producing internal communication –
Producing the internal communication in the
Cadbury company is also one of the main
responsibility of the marketing. This help
the company to know their employees and
can make the health relation with them. So
that they can contribute a lot to the
marketing activities that are made by the
marketing mangers of the Cadbury
company. Marketing department not only
have communicated with their employees
but also conduct the communication with the
other departments of the company like
production, sales, human resources, finance
etc in order to give them detailed market
information (Ozuem, Limb and Lancaster,
2018). This relation among the different
department ion the company helps a lot to
produce the products as according to the
market needs and customers choice. This
communication provide ease to each
department to perform operations effectively
and to achieve the target.
Conducting customer and market
research — As all the operations and
productions of the company are being done
as according to the market demand and
customers need. In order to identify the
market condition, demand of the market and
the customers preferences and choice. On
the basis of those market results from the
market research, company marketing
department make all its strategies and plan
to fulfil the customers need, choice and
market demand. This helps the company to
increase its sales and profit margin in the
market. In this way marketing department of
the Cadbury company play their roles and
responsibilities by conducting the market
research and give the details to other

department as well and make their operation
easy and smooth.
Overseeing outside vendors and agencies
— Another role and responsibility of the
marketing in the Cadbury is to make relation
with the outsider vendors and agencies, in
order to make their strategies and reach their
products and services in the market on time
for the customers. This relation with the
different agencies and vendors help the
company to reach out their products not only
in the local market but also helps to provide
their products across the worlds. This will
help the company increase its sales and
profit in the international market as well
(Ghazali and et.al, 2019).
These roles and responsibilities of
the marketing also play the important role
and share the strong relationship with the
other department of the Cadbury company
like finance, production , human resource
and many more. This relation play the
important role, which are:
Marketing and production
Marketing department of the
Cadbury company share the relation with the
production department of the company. As
the marketing department conduct the
market research and identify the market
trend, customers preferences, choice needs
and market demand and competition. These
informations are being provided to the
production department of the Cadbury
company so that they can produce the new
products, can make imprisonment in their
existing products as according to the market
trend, customers need, choice and substitute
products in the market of their competitors.
This production department also help the
marketing department of the Cadbury as on
the basis of the produced products,
marketing plan make its strategies and
promotional activities.
Marketing and finance department
Marketing and finance department of
the Cadbury is also interconnected with each
other. As the finance department of the
company allotted the capital to all the
department of the company and specially to
the marketing department as to smooth
operation of their promotions,
advertisement, and other activities like
selling and buying of the products. This help
the marketing department of the company to
perform all its operation and activities
effectively in order to increase the sales.
Marketing department also help the finance
department as to provide their sales an
estimated amount that need to perform all its
activities (Rohm, Stefl and Saint Clair,
2019), this also give the detailed information
of the profit and loss of their products, so as

finance department can make their budget and calculate profit loss of Cadbury
company.
ACTIVITY 2
COVERED IN PPT

CONCLUSION
From the above study it has been concluded that there are different roles and
responsibilities of the marketing functions like product development, branding, promotions,
strategies creating for their new products and for the existing products in order to increase their
demand and sale in the market. This also been summarized that, these roles and responsibilities
of the marketing functions are connected with the other organizational department and functions
in the direction to help each other to aching the goals of each department and to achieve the
overall target of the company. From the marketing mix applied by the marketing managers of the
Cadbury, help them to prepare the plan for their product according to the market demand and
customers choice. This includes the different elements like product, policies, place etc. in which
the target customers will be identified, target market and what strategies and plan is t be made
will be identified. Lastly marketing plan is to be made that helps the company to specify the new
product, its need and what factors whether it is internal or external can affect its new product in
the market has been identified.

REFERENCES
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