Marketing Report: Roles, Strategies, and Analysis for Cadbury

This report offers a comprehensive analysis of Cadbury's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It explores how marketing relates to the broader organizational context, including its interrelationships with finance, research, and human resources. The report examines the internal and external market environments influencing Cadbury's marketing activities, considering factors such as customers, competitors, and macro-environmental influences. Furthermore, it compares how different organizations utilize the marketing mix to achieve their objectives, and it culminates in the development of a basic marketing plan for Cadbury. The report highlights the importance of market research, financial management, and distribution within the marketing function. It also emphasizes the significance of adapting to changing customer preferences and competitor strategies to maintain a competitive edge in the confectionery market.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK1.............................................................................................................................................5
P1 Discuss the Roles and responsibilities of marketing function...............................................5
P2) Explain how roles and responsibilities of marketing relates to wider organizational
context.........................................................................................................................................6
M2 Analyse the significance of interrelationship.......................................................................8
D1) Analyse key elements of marketing function and their interrelation with other functional
units.............................................................................................................................................8
TASK2.............................................................................................................................................8
P3) Compare the ways in which different organization adopt marketing mix to achieve
objectives.....................................................................................................................................8
M3) Describe different techniques that are used by company to achieve objectives..............12
Task 3.............................................................................................................................................13
P4) Develop a basic marketing plan for organization...............................................................13
M4 and D2) Evaluation of strategic business plan....................................................................18
CONCLUSION..............................................................................................................................19
REFRENCES.................................................................................................................................19

INTRODUCTION
Marketing is a business function that is performed to aware, attract customers towards the
goods and services of company. The main objective of marketing is to increase in sales as well as
profit margin of organization (Abedi and Abedini, 2017). It comprises advertising, promoting,
selling as well as distributing products to end users. Nowadays, post sales services is also
consider as an essential part of marketing. The current report considers Cadbury that is a
prominent confectionery organisation. It was situated by John Cadbury in 1824 and has
headquarter in United Kingdom. The company deals in chocolates, beverages in nearly 180
countries. The report discussed roles and responsibilities of marketing functions along with its
interrelation with different business functions in context of organisation. In addition, comparison
is carried out between marketing mix of two companies. Lastly, marketing plan is developed for
the further development and enhancement of organization. Moreover, the report renders an
overall prospective about marketing functions that are significant to achieve predefined
objectives.
TASK1
P1 Discuss the Roles and responsibilities of marketing function
Marketing is a core part of the businesses plaining which define the success of
organisation (Badi, 2019). It involve the multiple sets of different activities, for the analysis of
particular customer, identification for product demand of target market and so on. Its main
responsibilities is development of customer specify product, then the promotion of goods for the
achievement of desired income. The objective of marketing is to promote their product in a
unique way which highly attract the customer from target market and increases the sell. In
context of Cadbury steps of marketing products are discusses below:
 First step is to find out the crucial needs of customer and then the use of that particular
need as a opportunity for the start-up of the business.
 Second step is analysis of the target market that means selection of the particular age
group customer. for example targeting market specific to the product, if product is
related to the children then the target market will we children related.

 Next step approaching the customer through the combination of marketing mix
strategies. Which helps in making awareness about the product in front of consumers,
marketing involve different types of promotional activities.
 After the preparation of marketing mix, final process is application of those marketing
strategies in marketplace to promote the business.
Marketing is posses important part in attracting the prefer market towards the product for
increasing the purchase of product and services marketing is a combine functioning of some
interacting activities and analysing process which helps in the promotion and as well as in the
production of product related to the customer demand. brief about the Roles and responsibilities
of marketing is given below.
Marketing information: The essential role of marketing is the gathering of information
related to the marketplace, that is market research in this company managing director have to
divide marketing research responsibilities in between the marketing manager. Than marketing
manager have to do market research, they have to analyse the target market, so that they can be
able to understand the customer demand and the present competition. All over the marketing
research helps in analysing present, future demand of specific product, and in determining the
strategies use by the competitors (Avila-Robinson and Wakabayashi, 2018). This complete
research information use by the company to set future product demand, production of recently
required goods and the evolution in the product and marketing strategies by comparing with the
competitors strategies. Cadbury is doing same, as the manager of Cadbury always do the market
research to understand the changing requirements of customer, and to find-out the new strategies
of competitor, than they are developing innovative flavour and variety of product.
Financing: Marketing department is also responsible in the financial management,
because it has to be deal with financial department for the calculation of budget require for the
marketing activities. It has to coordinate with financial part of the company to make fund for the
promotional activities which should be ave-label at the time of requirement. In Cadbury this is
done by coordinating with financial department to make the estimate budget for promotional
activities.
Distribution: It is also consider as an essential function of marketing department. Here,
company uses effective supply chain as well as logistic management facilities so that customers

can easily access the products at nearby locations. In regards of Cadbury, organisation uses a
chain of retailers and distributors to ensure provide goods to end users at their convenient place.
It is analysed that there are several roles and responsibilities are associated with
marketing functions such as spread awareness and retain customers with company for longer
run. Here marketers are responsible to prepare appropriate marketing and promotional strategies
to enhance the brand value of entity among customers.
P2) Explain how roles and responsibilities of marketing relates to wider organizational context
Marketing is a process that is essential to increase in sales as well as profitability. It helps
to driven revenue for organisation that is crucial to perform various business activities. There are
ample of functions are performed in an entity on daily basis and cash is required to execute all
those activities in an efficient manner (Burgess and Munn, 2017). Marketing department helps to
generate revenue by promoting products and services at wide level. In addition, it is an activity
that is significant to enhance the presence of company on market. It is analysed that there is
strong association between marketing and other division of firm. There are ample of roles and
responsibilities that need to perform by marketing team in order to achieve organisational goals.
In context of Cad bury Some of them are given as under:
Marketing and Finance-It is the duty of finance managers to make arraignments of
required funds for company. For this, they procure money from various sources such as Equity,
bank loan, crowd funding and so on. Managers need to evaluate these sources before selecting
most suitable one for entity. Further, they also allocate and keep proper control over cash in
order to ensure effective use of available money. In addition, they also ensure to maintain
liquidity within company to undertake various business activities in appropriate way. Whereas
marketing team is responsible to promote products and services at wide level to get sustainable
competitive edge. Marketing managers of Cad bury are responsible to adopt effective strategies
to promote offerings at wide level as they are working in different countries across the globe. For
this, they undertake various marketing plans to increase in number of customers. Further, they
analyse the current market trend and provide products to meet with demand arise in market. Now
cad bury also use digital platforms majorly social media marketing to advertise their products.
Thus they helps to increase in cash inflow within company by increasing in revenue. On the

another side, finance department provides funds to marketing managers to organize marketing
campaigns. Thus marketing team of entity is not only responsible for their respective division but
also for other fields such as Finance (Dioko, 2016).
Marketing and Research Department- There are strong relation between research and
marketing departments. Researchers execute survey in order to examine the needs, desires,
preferences of customers and convey this information to marketing team. Further, they prepare
effective campaigns, plans to influence target segment. With this, they are able to increase brand
value of organization at market place. Research team of Cad bury is responsible survey related to
recent trends and pass this data to marketing team so that they can prepare appropriate strategies.
While it is the duty of marketing managers to make necessary alterations in present plans with
the help of available information. It helps them to meet with the needs of customers effectively
thus provide build higher goodwill of entity in market. Hence, they are responsible to make
appropriate strategies for the betterment of organization.
Marketing and Human resource- HR manager undertake activities such as recruitment,
selection to hire potential candidates to perform assigned task in an efficient manner. In addition,
they also motivate human resources by providing them several benefits such as incentives,
bonus, share in profit and many more. They are responsible to maintain a positive environment at
workplace and retain workers for a longer period of time (Dodds and Jolliffe, 2016). HR
managers not only provide qualified applicants but also arrange necessary training programs to
improve their efficiency. In context of Cad bury, managers select potential candidates who are
able to make better strategies in order to enhance customers base of company. Here marketing
manager is liable to analyse the current requirement employees within department and convey it
to HR personnels so that they can recruit competent work force. Therefore, there is interrelation
between both of the core divisions of entity that is crucial to maintain in predefined way.
Apart from the above stated divisions, marketing has great association with other
departments too. It has inter-relation with IT, research divsions as it helps to driven sales and
profitability for whole organisation which is essential to undertake various business function in
an efficient manner.
Market environment: Market environment refers to the elements available at market place
which affect the overall business performance. It comprises several variables such as customers,

suppliers, competitors and other that need to be analyse by organisation in regular interval in
order to prepare appropriate strategies.
Link of market environment with marketing roles and responsibilities:
Internal environment:
Vision: Every organisation works with some aim and objective. Here, main aim of
Cadbury is to provide quality goods to customers and enhance in sales & profitability. Marketing
function is undertake in order to enhance sales as well as profit margin of company.
Culture: Culture includes values, beliefs of individuals who are working in entity. In case
of Cadbury, it follows an appropriate work culture which also affect marketing and promotional
activities of organisation.
Micro environment
Customers: Customers are the crucial part of an organisation as they play a major role in
overall success and growth of an entity. Cadbury formulate effective marketing strategies to
attract buyers and retain them for a longer period of time. Here, marketing plan, campaigns of
organisation are highly affected with the expectation and desires of customers.
Competitors: It is analysed that competitors are the crucial part of marketing strategy of
an organisation. Managers of Cadbury prepare effective marketing strategies after analysing the
activities of rival firms such as Nestle and more. It provides higher competitive edge to firm.
Macro environment:
Political: Cadbury is a global brand that is working at international level in different
countries. Thus, marketing and promotional strategies of entity is highly affected with the
political environment prevailing in a country. Due to Brexit, organisation have to make
modifications in their existing strategies and policies.
Social Factors: Now, customers have become more conscious about their health thus
avoid to have unhealthy foods. Here, Mondelez which is parent company of Cadbury has
recently launched a new concept of healthy food so that people can enjoy snacks and chocolates
by taking care of their health.
From the above discussion, it is analysed that there are several internal as well as external
factors that significantly affect the performance of company. These factors assist managers to
prepare appropriate strategies to ensure future growth and success. On another side, organisation

need to invest huge time as well as cost to meet undertake necessary changes as per the
requirement.
M2 Analyse the significance of interrelationship
There are ample of departments in organisation such as finance, human resources,
research and many more. It is essential to maintain effective intradepartmental association to
achieve organizational objectives. Activities of one divisions significantly affects others thus it
need to monitor in an effective manner. Marketing department is a core source of revenue
generation for whole company that is required to perform other business operations. Whereas
other departments also helps marketing managers such as Finance team provide funds, human
resource managers hire qualified candidates to formulate effective strategies to increase in sales.
Therefore marketing is a crucial areas of business that possess strong association with other
fields. This interrelationship is essential to maintain effective coordination and attain predefined
goals (Grimmer, 2018).
D1) Analyse key elements of marketing function and their interrelation with other functional
units
Marketing is a process to exchange goods, services, ideas as well as thoughts with target
audience in order to inflate sales and profit margin. There are ample of functions that need to
perform by marketing managers such as promotion, advertisement, branding, distribution and
many more. These activities are crucial to distinct organization from its rivalries. It is the
responsibility of marketing team to create loyal customers base who give preference to their
brand over others. It is monitored that there are numerous business units within company and
these all are interrelated with each other. The above discussion enlighten on the significance of
interdepartmental association (Jolliffe, 2016). It is essential to meet with the demands of
customers in appropriate way. To execute marketing plan of Cad bury in an efficient manner, it
is vital to maintain proper coordination between HR, finance, research and other divisions of
company.
TASK2
Market environment: Market environment refers to the elements available at market place
which affect the overall business performance. It comprises several variables such as customers,

suppliers, competitors and other that need to be analyse by organisation in regular interval in
order to prepare appropriate strategies.
Link of market environment with marketing roles and responsibilities:
Internal environment:
Vision: Every organisation works with some aim and objective. Here, main aim of
Cadbury is to provide quality goods to customers and enhance in sales & profitability. Marketing
function is undertake in order to enhance sales as well as profit margin of company.
Culture: Culture includes values, beliefs of individuals who are working in entity. In case
of Cadbury, it follows an appropriate work culture which also affect marketing and promotional
activities of organisation.
Micro environment
Customers: Customers are the crucial part of an organisation as they play a major role in
overall success and growth of an entity. Cadbury formulate effective marketing strategies to
attract buyers and retain them for a longer period of time. Here, marketing plan, campaigns of
organisation are highly affected with the expectation and desires of customers.
Competitors: It is analysed that competitors are the crucial part of marketing strategy of
an organisation. Managers of Cadbury prepare effective marketing strategies after analysing the
activities of rival firms such as Nestle and more. It provides higher competitive edge to firm.
Macro environment:
Political: Cadbury is a global brand that is working at international level in different
countries. Thus, marketing and promotional strategies of entity is highly affected with the
political environment prevailing in a country. Due to Brexit, organisation have to make
modifications in their existing strategies and policies.
Social Factors: Now, customers have become more conscious about their health thus
avoid to have unhealthy foods. Here, Mondelez which is parent company of Cadbury has
recently launched a new concept of healthy food so that people can enjoy snacks and chocolates
by taking care of their health.
From the above discussion, it is analysed that there are several internal as well as external
factors that significantly affect the performance of company. These factors assist managers to
prepare appropriate strategies to ensure future growth and success. On another side, organisation

need to invest huge time as well as cost to meet undertake necessary changes as per the
requirement.
P3) Compare the ways in which different organization adopt marketing mix to achieve objectives
Marketing mix is a tool that is used to increase in number of customers to get
competitive advantage. It combines several elements such as product, price, place, promotion.
This framework helps to promote the products and services among target segment. It assists
managers to provide products and services to customers at their convenient place at right time. In
addition, marketing mix also comprises the way in which a company promotes its products.
Moreover, this technique is helpful to satisfy customers by meeting with their needs in an
appropriate way. Cad bury uses respective tool to attract more number of buyers and to remain
ahead from rivalries. For the current report a comparison between marketing mix of Nestle and
Cad bury is discussed as under:
Elements of marketing mix Cad bury Nestle
Product Products refers to the tangible
things that fulfil requirements
of customers. In context of
Cad bury, it provides
chocolates, desert, beverages
and many more There are
ample of products such as
eclairs, dairy milk, bournvile,
five star, and many more. In
addition, company also offers
biscuits such as Oreo that falls
under premium category.
It also offers beverages such as
bournvita. Because of this
diversify product mix entity is
able to meet with the needs of
target segment in an efficient
It owns a large product mix
that comprises a beverages like
nescafe, chocolates such as kit
kat, ready to eat dishes and so
on. With this company is able
to cater the needs of huge
segment. Maggi and nescafe
are two prominent brands of
organization which drives
most of its sales. These
products give an edge to nestle
over other rival firms.

manner.
Price Cadbury use different pricing
strategy for various products.
For instance, it charges high
price for bournvile. In addition
, there are other chocolates
such as five star, perk that
come in affordable pricing
range. Thus, they determine
price in way to target huge
segment. The company has
product with higher price as
well lower price as per the
buying power of customers.
It use price skimming as
company set higher price for
products then reduce it
overtime. Products of
organisation such as Maggi
and nescafe falls under
affordable price range that cab
be easily purchased by end
users.
Place Cad bury has effective
distribution management
system with this it has become
the first choice of customers. It
can be easily accessible at
retail stores, supermarkets,
convenient stores and so on.
Company posses effective
network of retailers globally
thus able to fulfil the
requirement of buyers on
timely basis. It also available
in rural areas cater the needs of
rural audience. The
Nestle use a chain of
distribution from manufactures
to whole sellers and then
retailers. At end, retailers make
product available to end users.
Maggi is the most demanding
product of company thus it
ensure to make it easily
available to customers through
retail stores, supermarkets. The
products are manufactured in
Europe and make available by
company to customers of
different countries at their
nearby stores.
Promotion Cad bury use various Organisation adopts various

traditional ways such as TV,
newspapers, billboards to
promote its product. Company
makes modification in present
strategy and use catchy tag line
such as “Kuch Mita ho
jaye”position the brand among
customers. Further entity also
use social media platforms to
enhance the presence of
company worldwide. It also
use celebrity endorsement to
attract more number of buyers
towards offerings of entity
(Kayabasi and Mtetwa, 2016).
promotional tools such as TV
advertisement, billboards,
hoardings and many more.
Celebrity endorsement is
consider as a key element of
companies promotional tool.
Managers also modify their
existing strategies in order to
face competition. Further, it
use tag lines, slogans so that
customers get attracted
towards its products and
purchase it.
People Cad bury hire potential
candidates who are competent
enough to undertake various
business functions effectively.
It hire candidates from campus
placement, refer alls, walk in
after multiple rounds of
interview. It has efficient sales
representatives and customers
care people who are able to
maintain long term
relationship with customers.
Nestle is renowned company
thus it recruit people who are
qualified and have the
competency to deal with
premium customers. For this,
even after recruitemnt,
managers arrange training and
development programs to
enhance in the skills of
employees. So, they are able to
perform assigned task without
any mistake.
Process It refers to the effective
conversion of raw material
into finish goods by
It is analysed that the Nestle is
using smooth process to
increase in efficiency of