Essentials of Marketing: Roles and Responsibilities

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MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction..................................................................................................................................................1
LO1..............................................................................................................................................................2
P1 Explain the key roles and responsibilities of the marketing function................................................2
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context.......4
M1 Analyze the roles and responsibilities of marketing in context of the marketing environment........5
M2 Analyze the significance of interrelationship between marketing and other functional units..........6
LO2..............................................................................................................................................................7
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.....................................................................................7
M3 Evaluate different tactics applied by the chosen organization to demonstrate how business
objectives can be achieved.....................................................................................................................12
LO3............................................................................................................................................................13
P4, M4 Produce and evaluate a basic marketing plan...........................................................................13
Conclusion.................................................................................................................................................17
References..................................................................................................................................................18

LIST OF FIGURES
Figure 1: Marketing Process........................................................................................................................4
Figure 2: Financial performance of Cadbury.............................................................................................14

LIST OF TABLES
Table 1: Comparison of marketing mix elements........................................................................................7

Introduction
Marketing can be referred as the operational function carried out by the organization marketing manager
concentrating on the activities to have customer attention towards the present offerings of the
organizations. In the present study, Cadbury will be taken to know about the essentials of marketing as it
deals in large variety of products where marketing as important role. The roles and responsibilities of
marketing will be elaborated in detail in general as well in organization context. The marketing mix will
be show for two organizations for comparison purpose. Finally, the report will address the whole new
marketing plan for new chocolate launch of Cadbury including all the important aspects.
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LO1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing can be defined as the various activities performed by the business organization for building
relationships and promoting and selling products or services to customers. Marketing is the essential part
in the business as it contributes in the success and growth of the business by promoting and selling the
products or services to customers (Baker, 2016). The marketing concepts mainly focus to conduct the
market research and identify needs and desires of customers so that needs and desires can be meet on-
time efficiently for gaining the competitive advantages. Following are explained below the marketing
concept and its roles in the Cadbury organization:
Production concept: As per this concept, Cadbury is mainly focusing to develop and adopt the strategy
of the mass production and effective distribution for delivering better quality of products to customers at
lower or reasonable prices.
Product concept: As per this concept, Cadbury mainly focuses to produce and deliver range of products
such as Cadbury silk and other chocolates products in different flavours to meet desires of customers
and enhance the market share and growth (Homburg et.al, 2017).
Selling concept: Cadbury also develop and adopt appropriate strategies for distributing and selling
products to customers in fast and efficient manners to meet their needs and desires on time.
Marketing concept: The organization also develops and uses appropriate marketing strategies for
promoting the products and aware customers at domestic as well as global level.
Societal marketing: Cadbury also contribute more efforts in indentifying needs and desires of customers
and then execute production accordingly to maximize the customer satisfaction (Armstrong et.al, 2018).
Current and future trends in marketing
The business organization such as Cadbury performs various business and marketing activities in order
to enhance sales, profitability, and sustainable growth of the business. In the present time, relationships
marketing strategy has adopted by the Cadbury as per which it is mainly focusing to maximize the
customer satisfaction instead of maximizing the sales (Rizan et.al, 2014). Also, the business
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organization is using innovative or digital technologies for promoting its products and making more
interaction and communication with customers. Cadbury is thinking and using the entrepreneurial mind
set as per which it is producing and delivering range of innovative and quality products to customers to
enhance the customer base, market share and customer satisfaction. It has identified that the future
marketing trend of Cadbury will be the societal marketing as per which it need to meet the Corporate
social responsibilities for ensuring the sustainable growth and development of the business (Bresciani
et.al, 2016). But also there are some external factors such as political, economical, social, legal, and
technical factors that may impact upon the marketing activities within the Cadbury. Poor economic
growth, strict laws and rapid changes in the needs and desires of people and technologies can affect the
performance of marketing.
Role and responsibilities of marketing function
Market research: It is the important role and function of the marketing in the Cadbury to conduct the
market research, identify customer’s needs and desires, external factors and competitors in the
marketing. The marketing department in the Cadbury develop and formulate the marketing plan as per
the outcome of the market research (Wirtz et.al, 2014).
Develop marketing strategies: It is the role and function of the marketing to develop and formulate
appropriate marketing strategies in order to promote products, aware customers and enhance sales and
profitability of the business.
Product development: Marketing also helps the business organization such as Cadbury to design and
produce innovative quality products as per the needs and desires of customers for maximizing the
customer satisfaction, sales and profitability of the business.
Formulate marketing plan: It is the role and responsibility of the marketing in the Cadbury to develop
and formulate appropriate marketing plan for executing and achieving the marketing as well as business
objectives.
Communication: It is the responsibility of the marketing in the Cadbury to ensure the regular interaction
and communication of business with the customers by organizing marketing event, campaigns, and
programs and developing appropriate content for the business website for seeking maximum customer’s
attention in the market (Mishra and Modi, 2016).
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Marketing process
Figure 1: Marketing Process
(Source: Strategic Marketing Planning, 2019)
The marketing process involves the performance of marketing activities as per set mission and
objectives of the business organization. The marketing department or team within the Cadbury needs to
conduct the situational analysis such as Pestle and SWOT analysis for indentifying the internal as well
as external strengths and weaknesses of the business. This will be helpful for the Cadbury to develop
and formulate appropriate marketing strategies and the marketing mix to achieve the business objectives
(A. Griffith et.al, 2014). It is also essential for the marketing team to successfully implement the
marketing strategies or plan in order to accomplish the business goals.
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context.
The marketing has essential roles and responsibilities in the Cadbury for promoting the products,
enhancing sales and developing relationships with the business and customers. An effective marketing
helping the Cadbury to promote its brand, enhance value and establish its position in the market. The
marketing helps the Cadbury to successfully launch the product into the market and seek the attention of
customers towards buying and consuming the product. The marketing team or department in the
Cadbury perform different marketing activities and organize marketing campaigns and programs for
building trust of customers towards the products or business. The marketing department or team within
the Cadbury conduct the market research for identifying needs, expectations and taste of customers and
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competitors in the market (Wirtz et.al, 2014). This helps the business to develop the business and
marketing strategies, produce and deliver products accordingly to meet needs and desires of customers
and enhance the sales and profitability of the business.
It is also responsibility of the marketing department within the Cadbury to regularly coordinate with the
production department and share information about taste and desires of customers so that products can
be produced accordingly for maximizing the customer satisfaction. the marketing department has also
role to coordinate with the financial and other functional departments for developing appropriate
marketing strategies and plan so that business objectives can be achieve effectively and efficiently. It is
also the role and responsibility of the marketing team to successfully implement the marketing plan and
then control the performance of plan as well marketing personnel to successfully accomplish the
business goals.
M1 Analyze the roles and responsibilities of marketing in context of the marketing environment
The major responsibilities of marketing are to create the strategies of marketing by determining the
customer’s needs by offering the value added goods by communicating its higher value. Cadbury
marketing manager also uses information system of marketing for analysing the services and products so
further it can be created accordingly. It is important for the marketing manager to review the changes in
the marketing environment so that various factors can be used to transform into effective opportunities
of business. It is important for the department of marketing to review the change in the market
environment including the factors such as technological, economical, socio cultural, demographic,
political and legal (Mittelstaedt et.al. 2015). On this concern, the role of marketing research is very
important to determine the relevant information that relates with the product and market, target groups
along with the reactions for communication.
The satisfaction of the customer is the significant objective of the Cadbury marketing department as the
demands of the customers are ever changing. It is important to concentrate on customer relationship
management so that information for the customers can be managed and it can be further applied for
customer loyalty development. The responsibility of the marketing manager is to make proper use of
digital marketing for capturing the maximum customer base in contrast with the traditional marketing
that tales lots of time and is lengthy procedure. The segmentation of marketing supports the marketing
manager to have market determination so that customers can be offered the products in the most
convenient way (Blythe and Martin, 2019). But on this again the role of marketing research is important
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to have detail analysis on behaviour of the customers towards the products and services of the Cadbury.
Furthermore, identifying the strategies of competitors together with the weaknesses and strengths will
support the Cadbury to gain the edge over competition.
M2 Analyze the significance of interrelationship between marketing and other functional units
Interlinks among the functional units has the significant role in increasing the profits and revenue of the
business together with the accomplishment of objectives and goals of the organization. In creating the
plan for the business it is significant to have communication among the different units from the starting
only so that every department of the firm is acknowledged for their responsibilities and roles. It is
important for the functional units to determine the competitor’s responses together with the customer
desires (Hanssens and Pauwels, 2016). For instance: marketing area will require the help of financial
department for offering them the funds to do marketing so that accordingly the marketing manager
prepares the budget for marketing research, marketing plan development etc. In addition, if the
department of marketing needs to market the product by giving discounts and additional schemes and
policies then the marketing manager duty so to communicate the same and discuss to the production and
finance. The reason for this is because the profits will also be increased but not at that level as sales is
increasing.
Furthermore, interlinks among the marketing and production department is also there for meeting the
objectives of the business (Wang and Miao, 2015). For instance: In Cadbury, the marketing department
has to identify the need of new product development together with management of portfolio for product
while production department develops the product considering the production capacity. Moreover,
marketing manager also has to communicate with the research & development department for
conducting the marketing research for the new product development. However, skills utilization requires
communication and coordination with the human resource department. The HR department will be
informed for the skills and abilities requirement by the marketing department of Cadbury and
accordingly the HR manager will hire the candidate based on recruitment and selection procedure.
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LO2
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix can be referred as the particular actions set along with the techniques used by the
business firm for brand and product promotions in the market. It reflects the importance of various areas
that are important to create the marketing plan. It additionally involves various elements like product,
price, place, promotion, people, physical evidence and processes. Targeting on marketing mix elements
will support the Cadbury to make the strategic decisions by new product launch or for doing the
improvements in present products.
However, the marketing mix comparison of two organizations will be done that is Nestle and Cadbury.
For determining the approaches that are to be modified so as to have competitive edge in the market
parlance. The below presented table will reflect the comparison of marketing mix of two organizations:-
Table 1: Comparison of marketing mix elements
Marketing mix Nestle Cadbury
Product Nestle provides a wide range of
product mix that includes food,
nutrition and health products to
achieve the customer demands.
The products are offered in
several categories such as baby
foods, ice-creams, bottled water,
breakfast cereals, coffee,
chocolate and confectionary,
dairy products, drinks, nutrition
and health, in the kitchen, pet
care and Nestle professional.
The products of the Cadbury
have the power products lineups.
In fact the organization has
varieties and markets where
Cadbury is situated.
Organization may have one or
two cash cows but with that
Cadbury has big lions share in
the market parlance. Few of its
chocolate products are Diary
milk, Five star, Bournville,
Cadbury éclairs and Perk. In the
segment of biscuits it has
premium Oreo (Marketing mix
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of Cadbury, 2018).
In segment of beverages it has
bournvita which is the market
leader in milk additives. Mouth
freshener like Halls along with
remedy in time of cold has been
offered. Hence, with strong
products line, Cadbury is leading
the chocolate industry. Because
of its products, Cadbury is well
recognized name around the
nation and also has shown their
presence in 7 continents.
Price On the basis of every single
product, the price is dependent
on market. For instance: Maggi
and Nescafe are the clear leaders
and priced with high margins for
the organization in contrast with
all the competitors (Marketing
mix of Nestle, 2018). The reason
for this is due to the fact of
offering rich quality and using
bit of skimming price strategy
will not even allow the
customers to move on other
brands.
The pricing strength of the
Nestle items comes through
consumption pricing based or
packaging. For example: Maggi
As the organization offers
quality products the prices will
also high. The beverages and
Oreo needs regular marketing to
be at top and due to these, prices
are also high in few cases. But
there are products that offer low
price such as five star, perk and
éclairs offers the Cadbury taste.
Dairy milk is taken as the
premium chocolate brand
because of positioning but due to
its low pricing it is also widely
accepted around several targets.
Cadbury has distinct product
varieties in chocolate segment
and for each chocolate the price
is dependent on the customer
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