Semester 2 Marketing Report: Cadbury Case Study and Marketing Plan

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Marketing Essential

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Contents
Marketing Essential.....................................................................................................................................1
Introduction.................................................................................................................................................2
LO1.............................................................................................................................................................4
P1. Explain the key roles and responsibilities of the marketing function................................................4
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context.......7
M1. Analyze the key roles and responsibilities of marketing in the context of the marketing
environment...........................................................................................................................................10
M2. Analyze the significance of interrelationships between marketing and other functional units of an
organization...........................................................................................................................................11
D1. Critically analyze and evaluate key elements of the marketing function and how they interrelate
with other functional units of an organization.......................................................................................13
LO2...........................................................................................................................................................15
P3. Compare the way in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................................15
M3. Evaluate different tactic applied by the organization to demonstrate how business objectives can
be achieved............................................................................................................................................17
D2. Design a strategic marketing plan that tactically applies the use of 7ps to achieve overall marketing
objectives...............................................................................................................................................18
LO3...........................................................................................................................................................20
P4. Produce and evaluate a basic marketing plan for an organization...................................................20
M4. Produce a detailed coherent evidence-based marketing plan for an organization..........................22
Conclusion.............................................................................................................................................23
References:............................................................................................................................................24

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Introduction
Marketing is the most effective way known so far for the consumer to learn about the new
product and services in the organization by the method of strategic marketing planning. It does
not include advertising, it includes planning about marketing. Marketing is a technique through
which organizations and persons get what they need through exchanging and creating new
values. It is also known to be a management process for identifying, satisfying and anticipating
customer’s requirement in a profitable way. In this project, the company discussed is "Cadbury”.
It is a multinational confectionery company which is owned from 2010 by Mondelez
International. Headquarter of Cadbury is in west London and operates in more than 50 countries
in the world. It is most common because of its Dairy Milk chocolate and rose’s selection box.
Here in the report, there will be many things discussed of the Cadbury like key roles and
responses of the marketing function, what is marketing environment and what does it do, main
elements of the marketing function and so on.

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LO1
P1. Explain the key roles and responsibilities of the marketing function.
The marketing function is a role which helps the organization of recognize and spring potentially
flourishing products for the marketplace they work on and then endorse them by (Mbaskool,
2019) ascertain them from the similar products.
(Source: By Author)
There is a various function of marketing, some of the important functions are:
Financing
Adjusting the price to affordable price will be the best marketing technique, this can be done if
the organization is financially stable. If the customer cannot afford the price of the product than
this will directly affect the sale of the organization and (Tenato, 2019) the company have to bear

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the loss. In the case of Cadbury, they offer both the price of the product i.e., high and low.
Cadbury has low price chocolate for the customers who can't afford the high price chocolates and
have high price chocolates for the high customers.
Supporting
Support defines the price level that a resource does not fall below for a period of time. Whenever
the buyer enters the market, the assets dip to a lower price it creates a assets support level. The
support can be charted by sketching a simple line along with the lowest lows for the time era
being measured. The support level represents the value that an asset struggles to drop below or
over the time period. It can be visualized using various technical indicators or by sketching a
line.
Product Distribution
Distribution makes the product available for the purchaser by dispersing it through the market. It
involves packaging, transportation and delivery of the product. For the company’s sale
distribution is very important. The distributor is the one who purchases the product from the
organization, stores the product and then sells them by the means of the distribution channel.
They act as an interface between manufacturer, retailers or consumers. They work (Repsly,
2019) on behave of a particular organization for representing themselves. Distributors enhance
the exposure of the organization in terms of product and also help in providing the edge in terms
of speed and efficiency. The distribution channel can be simple or sometimes can be complex.
Further, the distribution channel is of two types i.e., direct and indirect channel. The indirect
channel, the distributor directly works with the customers and in indirect, the intermediaries
incorporate into the sales flow.
Risk Taking
There is always a risk in business marketing. The risk is of two types i.e., probability of happing
something wrong and the negative consequences of it. Sometimes it is possible that the
techniques that the organization is using might get fail in (MindTools, 2019) convincing the

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customer for buying their products. This might reduce the sale and thus causes losses to the
organization.
Market Information
Effective marketing starts with strong information about the customer. This helps in knowing
what the customer wants or what is their need and how to satisfy them. Marketing information
comes from different sources that can be from the inside or outside the organization.
Customer Support
Customer service is a very important tool (Constant Contact, 2019) for getting engaged with the
customer and to know their views, expectation and need from the organization.

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P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context.
The roles and responsibilities of marketing relate to the wider organization like Cadbury in
various ways:
o Define and Manage the Brand
It is important to manage, improve and uphold the brand. The wider organization is famous
because of its brand name, an organization do not become brand in a day or two, it takes year or
more to become a brand. The brand is a name that only one organization has and no other
organization can own that i.e., it is a unique a name that an organization has. The name became
brand when the people knew that organization and trust that brand for buying
(BusinessDictionary, 2019) and selling the product. A brand name is made by doing the
marketing like advertising about the organization; give some offers and so on. Once the people
come across the organization and keep trust on it, the brand becomes successful. This method of
marketing is used by the wider organization.

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o Producing Marketing and Promotional Materials
The marketing department should develop a strong promotional plan that should be very
innovative and attractive so that people have the crusty to buy that product and service. The
advertisement for the Cadbury is so good that people feel delicious and wants to eat that
chocolate. This marketing strategy attracts the people to the organization and thus increases the
sale of the organization. This method is a little expensive but give a good result in the
(TheHartford, 2019) sale and further that sale will be recovered by the profit earned. Most of the
famous organizations use this as a marketing strategy. The promotional activity should update it
should not be like the company has stopped selling that product or service but still, the
advertising is coming. This will put a negative effect on the brand image
o Monitoring and Managing Social Media
MarketingRelationwithWiderOrganizationDefineandManagetheBrandProducingMarketingandPromotionalMaterialsMonitoringandManagingSocialMediaConductingCustomerandMarketResearchProducingInternalCommunication

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Nowadays people are attracted to social media rather than televisions. They get an update of
most of the things from social media. This also let the organization know that what people are
feeling about their organization as most of the people post about the (TheHartford, 2019) product
that they love. This is the easiest and the cheapest way of advertising. The social media should
be updated and the organization should post regularly to build a good image among the
individuals.
o Producing Internal Communication
The main priority of the organization is a good working environment. The organization want that
the employee should have a good bond with each other if they will not then this will affect the
sale of the organization. This is so because if the employee will not (TheHartford, 2019) have a
good bond than there is a possibility that they will not give their best in the performance and
might be they leave the organization.
o Conducting Customer and Market Research
Research helps in identifying the target market and opportunities and also helps the organization
in identifying how the product and services are perceived.

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M1. Analyze the key roles and responsibilities of marketing in the context of the marketing
environment.
Marketing management is the process of planning and execution of many different concepts of
marketing. These concepts include promotion, pricing, sales, and distribution and so on. This
complicates the target audience of the organization. There are many different roles of marketing
which are defined as below:
 Marketing Information System
MIS is designed to give support to marketing decision making. This is a system in which the data
is collected formally, stored, analyzed and then distributed to the managers in the way of the data
need on a daily basis (FeeDough, 2019). It is also defined as the system that analyzes and access
to the market information collected from the source of inside and outside the organization.
 Marketing Research
It is the major role of marketing. It involves the particular knowledge about the product,
consumer and price for letting know about the best product and service of the organization in the
company.
 Marketing Strategies
Marketing manager makes the marketing strategies for the organization. Making marketing
strategies means to plan how to advertise or promote the product or service to the target market
with a goal of increasing its sale and maintaining a cutthroat edge with its challenges (FeeDough,
2019).
 Monitoring of Marketing Environment
The marketing environment has a very important role in identifying new developments in the
advertising department, this helps in developing a constructive response to the improvement in
the product and services of the organization (FeeDough, 2019).

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M2. Analyze the significance of interrelationships between marketing and other functional
units of an organization.
Marketing function encloses various different functions like finance, advertising, the distribution
system and some more similar elements (FeeDough, 2019). These activities come under the
marketing process. Some of the main elements of marketing functions are:
(Source: By Author)
Marketing and HR Department: It is the duty of the HR department to hire the people that are
effective for marketing (Chron, 2019).
Marketing and Finance Department: The finance department provides the expense for the
marketing activities. They provide money for better marketing.
Marketing and Sales Department: The sales department has a relation with marketing as good
marketing gives a good business to the organization.
Marketing and Production Department: The marketing agent gives the information about the
need of the customer for the product and then the production department works on it
(Bartelywriting, 2018).

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