Marketing Function Analysis and Organizational Relationships

This report provides a comprehensive analysis of the marketing function, focusing on the roles and responsibilities of marketing within an organization, with CADBURY as a primary example. It explores the importance of market research, promotional material creation, brand management, social media monitoring, and the development of effective marketing strategies. The report also examines the responsibilities of the marketing function, including market research, product branding, sales generation, public relations, and promotional activities. Furthermore, it delves into the relationship between marketing and the wider organizational context, detailing the interrelationships between marketing and other functions such as finance, production, research and development, and human resources. The report also considers the marketing environment, including internal and external factors, and their impact on marketing operations. Finally, it analyzes and evaluates the key elements of the marketing function and its relationship with the organization, providing a detailed overview of marketing strategies and their implementation.

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1 ........................................................................................................................................1
Roles and responsibilities of marketing function .......................................................................1
Relate to the wider organisation context roles and responsibilities:...........................................3
Roles and responsibility of market in context of marketing environment: ...............................5
Inter relationship with market and other function of organization:............................................5
Analysis and evaluation of key elements of marketing function and relationship with
organization: unit:.......................................................................................................................6
Other functional unit of CADBURY:.........................................................................................7
Activity 2.........................................................................................................................................8
Marketing Mix............................................................................................................................8
Comparison Of Organisations Through Their Marketing Mix ..................................................9
Produce & Evaluate Basic Marketing Plan For Organisation...................................................12
CONCLUSION..............................................................................................................................17
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Marketing is define as promoting and selling product and services in market. This include
marketing research,advertisement and understanding demand of a product in market. This is
important for creating awareness in the mind of customer about organizations product and
services. In business, this is important for developing programme to attain and retain its customer
in market. This is the process of designing plan ,price, promotion and distribution for product
and services. It is important for creating demand for good and services in the market. This is
describe as focal point of every business because its help to generate the demand for product in
market(Larson and Draper, 2015) .
CADBURY is the second largest confectionery brand in the world this known and
famous for roses selection box and dairy milk chocolate. This company is owned by Mondlez
international. This British multinational confectionery company is based in uxbridge of London
in the united kingdom. This company operates in 50 countries all over the world. CADBURY
was started by John Cadbury. This report cover roles and responsibilities of marketing function
and relate this to organizational context and in context of marketing environment. Analysis
interrelationship between marketing and other function. Analysis and evaluation of key elements
and relationship with other functional unit of organization. Comparison of organization which
apply marketing mix to marketing planning process for achieving objectives strategies apply by
CADBURY. Describe 7Ps in order to achieve organizations objective(Malhotra, 2015).
Activity 1
Roles and responsibilities of marketing function
Marketing function play a very important role in promoting the business and mission of
an organization. This department has the responsibilities of growing revenue increase market
sale and market share and contributing in organizations growth and profitability(Morgan, 2016)
Roles and responsibilities of marketing function is explain below:
Roles of marketing function:
 conducting customer and market research: it is very necessary to research about the
market and customer for defining target market and opportunities. Organisation analysis
the market and do research about the market after that sell its product according to
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customer in market . This help in understand that how CADBURY product detected by
its customer(Mueller and et. al., 2015).
 Producing marketing and promotional material: Role of marketing function is to
create the material that describe and promote core product. Organization should create
the material that is promote the product of organisation .
 Defining and managing brand: This is about defining your product or brand in front of
your customer. This describe as introduction of product , what you stand for and
information about product. CADBURY provide all the information to its customer in
context of its brand.
 Monitoring and managing social media: In this marketing contribute to maintain its
social media pages that what review given by the customer. Social medial play vital role
in marketing with this product of CADBURY get promoted and this create awareness in
the mind of the customer. In this organisation carefully watches that what is posted about
companies product and than evaluate changes.
 Developing market strategy : it is important for marketing function to develop effective
strategy which help organization for increases its sales and its market share. Strategies is
define as outline which help in to promote the product to its target market. CADBURY
should develop effective strategy which help in to create competition in market and
increase its sales.
 Meet customer need and wants: Role to identify demand of the product in the market
and what there need and want. CADBURY can influence want by cultural and individual
personalities. Need of customer can be satisfied by the exchange process. CADBURY
identify need and want of the customer and after that set strategy accordingly.
Responsibilities of marketing function :
 Market research: marketing have responsibility for conducting market research which is
based on product of the company. Research help CADBURY to understand its customer
and its market. Market research include information of market, segmentation and market
trend. Market information includes study of product, supply and demand of product in
market. Market segmentation define divided customer according to there taste and
interest. Market trend involve movement of market according to time. With research
CADBURY can easily collect the information of market and consumer.
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 Branding of product: marketing function are responsible for branding of product.
Branding id define as identity of a product its includes names, signs ,symbols or slogan.
Customer are associate with CADBURY brand with its its name and with its sign.
Branding of product should creative and innovative so that customer get attracted toward
the produce(Ottman, 2017)
 Sales : marketing function are responsible for generating the sales of the product. Sales
is a complex process in which seeking out the potential of customer for this offering
them product and persuade to make purchase or invest. For increasing sales of
CADBURY attract customer towards product and target potential customer in the market.
 Public relation : this is define as public image of product which is shown by the
company. CADBURY might do this by writing and presenting marketing materials at
conferences and overseeing social media marketing campaigns. Representative of
marketing also analysis which characteristics of his product might request to particular
demographic group. Then confirm that those group are aware of the products benefits it is
necessary for customer to know the benefit.
 Marketing material: this help to write and design brochure of company , technical
paper and newsletters. All this help CADBURY to include information about product. All
promotional item reflect the image of product. Highlights aspects which company want
to promote.
 Promotional activity: in this marketing representative organize promotional activity
which raise awareness of product in market. Provide full knowledge about the product
and target potential customer in market(Pike, 2015). This is the responsibility of
CADBURY to organize and contacting potential customer with all the details.
Relate to the wider organisation context roles and responsibilities:
Roles and responsibilities of marketing function in context of wider organization. In this
how roles and responsibility of marketing function work in organization. Roles of marketing
function in context of CADBURY given below :
 Conducting customer and market research : this includes gathered the information
about market and customer. In CADBURY research play an important role thorough this
organization identify its potential customer and their need and want .
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 Producing marketing and promotional tool: this is for promoting the product in
market. Producing marketing tool is define as use difference source for promoting the
product. Impact of this on CADBURY is,through this customer aware about its product
and they have full knowledge about product.
 Defining and managing brand : defining the brand in CADBURY is very important
because customer identify product by its brand name. Brand create interest in mind of
customer with products name sign and most important its jingle.
 Monitoring and managing social brand: managing and monitoring social brand in
CADBURY. This effective to know the review about the product of organization. With
this organization can solve customer problem and understand their need(Purvis, 2015) .
 Developing market strategy: organization with great strategy can sustain in market for
so long . For increase the profit CADBURY should apply strong strategy. Effective
strategy give better competition in market
Responsibility of marketing function in context of CADBURY :
 Branding : it very important for every organization to create strong brand name because
its cover large area of market. Organization like CADBURY create its strong brand
name in market. This organization should use different new ideas and innovation so
customer can retain for so long with its brand.
 Sales : sales play very important part in organization because without increasing in sales
company can not earn profit. CADBURY use effective promotional tool and give good
quality to customer which increase sales of organization. For generating sales,
organization set its good brand name and effective promotional tool
 Market research: With the help of market research CADBURY analysis competitors
policy and trend which is going on in market . Organisation set its policy according to
competitor and according to customer preference(Rowley, 2016).
 Public relation: this is define as maintain good relation with customer. CADBURY
create its loyal customer in market with providing them best quality product. When
customer is satisfied with then word of mouth promotional tool is generated.
 Promotional activity: This activity help organisation for providing information about
product to its customer. CADBURY provide all information about its through
promotional activities this help in generating demand of product(Scarborough, 2016)
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Roles and responsibility of market in context of marketing environment:
Marketing environment define as,in which internal factor like employees, customer, shareholder,
retailer and distribute etc. and external factor which include political,legal,social, economic
influence market operation.
Responsibility of conduct rules or restriction in the organization . In this the purpose
regulation is to protect both consumer and organization. In marketing concept of CADBURY all
this rules and restriction should be considers. Organization should also focus on the economic
factors for improving economy of country , for increase standard of leaving . When the economy
is growing , employment is full, and prices are stable , people have less money to spend then
only organisation expand in the market.
Technology help company to alter their product. With the help of technology
organization can easily promote its product in the market. Technology save time to get changes
in the product.
Inter relationship with market and other function of organization:
This is describe as the relationship between marketing and other function of organization
which is describe below:
marketing and finance: all marketing plan should include the term of finance. In
organisation there is many marketing decision that should be viewed in investment decision.
Whenever in the organization new product decision is made than financial instrument and
criteria should be used to evaluate investment. These kind of marketing decision should not be
limited . New product should include decision on advertising , promotion and marketing mix. In
CADBURY all marketing plan includes the term of finance.
Marketing and production: the term of marketing and production is dual one . Production
define as the number of product and type of product in the organization which can be marketed .
Marketing define as promote that product in an effectively manner. Marketing is also about
doing the research regarding the product. Marketing research help in design the product in
organization. This important to understand conflict between product and marketing production is
based on long term with reasonable quantity. on the other hand marketing looking for short
production cycle and with high quality product. CADBURY set is product and add new ideas
according to the market research(Stern and Porr, 2017).
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Marketing and research and development : There is a close relationship between research
and development. They both revolve around the new product development of the organization.
Process of new product stages like from idea generation to final product development this
requires close interaction between R&D and marketing. R&D identify potential contribution of
each produce and marketing research help to innovate that product. Starting stage covered by
research and development for understanding the market . Marketing help to promote that product
in market. In CADBURY there is close relationship between R&D and marketing.
Marketing and human resource: In this human resource department link with its
marketing department. When marketing manger need sales person in organization they will
communicate with the HR. They will help them to finding sales person.
Analysis and evaluation of key elements of marketing function and relationship with
organization: unit:
key element of marketing function is given below
product is is core and basic part of the organisation which organization produce for its
customer. It is refer what an organization selling with including all of the feature advantage that
consumer can enjoy after buying product. When CADBURY promote the product they have to
think about the key features of product. For developing new product organisation use the term of
research and development.
Price play very important role in organisation . Price of a product decided by the cost of
product. CADBURY use effective pricing strategy which affect the customer in positive manner
. Organization should analysis and research about this that how much customer are prepared to
pay for product. In CADBURY for attracting and retaining customer provide them possible
discount and seasonal pricing .
In organisation there is promotional activities CADBURY use to make customer aware
about its product. This includes sales, advertisement and direct marketing . Organization should
set out place where where product and services are successfully sold and ensure that customer
can easily find out the product.
When organisation provide great customer services and create positive experience for
customer its create profitability in organization. Delivering product and services to the customer
in easy manner. good placing save time and money by increasing efficiency(Tyson, 2014).
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Other functional unit of CADBURY:
CADBURY believes that there business has significant unused potential. In this
organisation by exploiting the strengths of its innovative brand . They believe that they continue
grow its market share and achieve its vision of becoming the best confectionery company in the
world.
Marketing planning principle, analysis of market .CADBURY has analysed as
confectionery business and dealing with consumers . This organization contentiously conduct
market studies to determine the position of its brands , in current , new and future markets.
Developing action plan this one of the key philosophies that is '' making thing happen ''.
monitoring of progress in this every plan is monitor by its senior to track and check plan . In any
necessary changes are required than make it full fill.
Market segment, this include different segment of the customer having there different
needs and want this can be classified into different part: geographical segmentation in this it is
divided according to the age ,location ,region and cities. Demographic segmentation this is
classified on the basis of life style and income of family. Psycho graphic dividend on the basis
of person thinking. Behavioural segmentation divided on the basis of knowledge ,responce and
attitude(Zimmerman and Blythe, 2017).
Considering all this factor CADBURY has targeted different segments within the
market as break segment some product consumed in short term . Desire some are purchase on the
basis of customers desire.
CADBURY has introduced different product for different customer for every customer.
For reaching out the customer consumer communication play important role . For the marketing
of any product advertisement and promotion are the best way to communicate.
For encouraging the customer CADBURY use many strategies such as growing with
emergence market, growing with market to attract border range of consumer(Wilson, 2014).
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Activity 2
Marketing Mix
Marketing mix is a set of marketing tool that company uses for promoting its product and
brand in market. It consist of 7Ps which make a complete marketing mix.
 First P of these tactics are price which describe the value of products by calculating cost
of production, supply- demand, segmented target and other direct & indirect factors.
 Next is product which refers to the item ready for sale. These are the physical and
finished for of product which company manufactured for their customers (Bačík, Štefko
and Gburová, 2014).
 Place is the third P of marketing mix which refers to the location from the point of sale, it
plays an important role in increasing or decreasing the company's sale.
 After location, promotion is the next tactic which refers to the activities undertaken for
making the product exist for the customers. It can be done through advertising, word of
mouth, incentives, press reports etc.
 Some additional Ps are People who are running company from front line sales staff to
managing director, having right people is important for the company because they are the
part of business service.
 Process refers to the way in which delivery of a product takes place and good process
means that a standard quality is delivered and time & money has been saved.
 Last is physical evidence which refers to packaging, branding and interior design of an
product when customer interact with customer.
These mix have their own importance in organisation, they all get influence from each other
and help in making business plan for the company (Baker and Magnini, 2016)x. These mix are
important in developing new product, it guides in improving business, help in differentiating and
at last help in being dynamic. Cadbury is the second largest confectionery brand in the word, it is
following 4Ps as a tactic for their marketing strategy. Cadbury Marketing mix are-:
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Comparison Of Organisations Through Their Marketing Mix
BASIS CADBURY NESTLE
Overview Cadbury is a British
multinational company
working in confectionery
industry. It is the second
largest brand working all over
the world. Punch line of
Cadbury is “tastes like this
feels”
Nestle is one of the largest
food company in the world. It
established in 1866. and its
punch line is “good food, good
Life.
Product Cadbury has a large product
range. They are classified
according to the seasons, some
of their products are based on
occasions like Christmas and
valentines day. They not only
make chocolate products but
also engaged into beverages &
desserts. Cadbury has
segregated their products
demographically. Company
also ventured into ice-creams
and biscuits. Some of their
products are Bournvita, Dairy
milk , Bournville, Five star,
Creme egg, Oreo, Blackcurrant
Mini rolls etc (Baker and
Magnini, 2016).
On the other hand Nestle has
its most famous brand of
coffee known as Nescafe.
They have quite different
product range as compare to
Cadbury. Some of Nestle
products are Milk (Nestle
everyday ), Prepared dishes &
cooking ideas (Maggi noodles,
Pasta, Sauce etc), Chocolates
(Kitkat, Munch, Polo etc)
Price Pricing of Cadbury products Pricing mix of Nestle is based
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