Cadbury: Marketing Function, Roles, Responsibilities, and Strategies

This report delves into the essential aspects of marketing within Cadbury, a multinational confectionery company. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing its importance in driving organizational growth by identifying and fulfilling customer needs. The report explores customer support, pricing strategies, promotional tools, market information gathering, and packaging as critical components. Furthermore, it examines the responsibilities of marketing, including satisfying customer needs, fostering innovation, developing effective strategic plans, tracking market trends, and expanding market reach. The report then broadens its scope to analyze the inter-relationship between the marketing department and other key departments within Cadbury, such as HR, finance, production, and IT, highlighting how these departments must collaborate to achieve the company's goals. The analysis emphasizes the importance of coordinated efforts to ensure brand image, financial success, efficient production, and effective use of technology in the marketing process.

MARKETING
ESSENTIALS
CADBURY

Marketing is very essential for the growth and success of
the organisation. The major motive behind marketing is to
promote goods and services according to the need and
requirements of the customer's. Market is known as the place
where goods and services are bought and sold by with the
motive of earning profit. Whereas marketing is the function
where goods are taken from the place of production to the final
place of consumption. This means it is the process of inter
linking producers and consumers for their own benefit. The
activities and strategies for marketing are generally decided by
the top management of the organisation.
Cadbury which is the multinational confectionery
operating its business in almost 50 countries around the world.
Cadbury was incorportaed in 1824 with the motive of fulfill the
necessarily and supply of the customer's all over the world. Its
headquarter is located in London.

TASK 1
Key roles and responsibilities of the marketing function
Marketing is reasoned as one of the most crucial role for
every organisation. As the major objective of this function is to
earn more and more profit by fulfilling the requirements of
individuals. Marketing function is not just related with selling
and promoting the final products to the consumer. But it is also
concerned with identifying the exact needs of customer's and
using innovative ideas for accomplishing such needs. With the
help of proper plans for the marketing function better
relationship with the customers can also be formed. As if the
management of the organisation is successful in identifying the
requirements of customer's than it will automatically lead to
increase in brand image. Plans and strategies for marketing
function are generally made after analysing and evaluating the
current and past situation of the market.
Morden marketing is known as the strength of industrial
activity. This is because it guides the organisation about making
plans for producing and promoting the product. It also helps in
managing and controlling various activities of firm in the
systematic and integrated demeanor. Marketing is also known
as the goal oriented process as it aims at increasing and
maximising the profitability and sale.
Functions of marketing starts as soon as the idea for
manufacturing or producing the product is generated and
continuous even after the sale of product. The plans and
strategies related to the functioning of marketing department in
Cadbury are made by the top management of the organisation
after analysing various things in the proper manner. This is
because marketing is regarded as the complex and dynamic
process and also involves various kinds of uncertainties. So it
becomes essential for the management of Cadbury to make
plans as per in the systematic manner. The major role of
marketing function is mentioned below-
Customer support service- Customer's or buyers are
generally known as the backbone of the organisation. As they
directly help the organisation in prolong within industry for
longer duration. Marketing function is the customer centric
approach because plans and activities are made according to the
paying capacity of the customer's. Marketing function also aims
at solving the complaints and issues of the customer's in the best
possible manner. It is the duty of Cadbury to make plans for
supporting its customer's even after the sale of product. As this
will lead to retaining the customer's in the best possible manner.
Pricing- It is the essential role of marketing because
proper price of the product leads to increase in sale and revenue
of the organisation. Cadbury aims at deciding the price of final
product according to the paying capacity of its customer's.
Serving products at fair prices has led to achievement of
competitive advantage in the market. Appropriate plans for
deciding the price leads to increase in demand and supply of the
product. It is the duty of marketing to decide the price ensure
paying capacity of population. If this is not executed
efficaciously then it influence over functioning of marketing
can be negatively affected.

Promotion- Marketing function directly helps the
Cadbury in using various promotional tools for attracting more
and more customer's. Some of the major promotional tools
which are used by the management of Cadbury are advertising,
social-media, etc. this function enables the organisation in
achieving better position in the for longer period of time.
Market information- Managing the demand of
customer's is one of the biggest challenge for the organisations.
This is because needs of the customers are unsure and regard
diverse form of challenges. This function is generally performed
for knowing accurate demand of the customers. As it helps the
organisation in analysing demand patterns so that productivity is
increased within limited period of time. Any fluctuations in the
demand of the customers can be easily noticed by the
organisation and further plans can be made for overcoming the
challenge (Cabrera and Williams, 2014). Appropriate
gathering of information can lead to making better plans for
reducing the competition level in the market.
 Packaging and labelling- Packaging is the first strategy
through which customers can be attracted to buy the
product. If the packing of product is attractive than
customers can end up buying the product. Marketing
function can guide the organisation to such attractive
plans regarding the packaging and labelling of the
product. As with the help of impressive plans regarding
packing of the product growth and productivity of the
organisation can be easily attained.
The major responsibilities of the marketing function are
discussed below-
 Satisfying customer needs- It is the main motive of
marketing to make plans according for accretive the
contentment degree of its customer's. It is generally
done to increase the proficiency and profitability of the
organisation. If the organisation fails in doing this than
chances of customer shifting to other brand. Strategies
for satisfying the customer needs are also made
according to the competitors strategy or action plan.

Innovation- The need and wants of the customised
changes according to time. For attracting large number of
customer's organisation can aim at using latest technology for
producing the product. Major changes in the working structure
can be done by using new and innovative technologies. As with
the help of these technologies targets can be achieved within
limited time period and also with less errors and mistake. Use of
innovative techniques also leads to retaining the customer's in
the best possible manner. It is the duty of marketing to identify
the need of customer's, so that innovations can be done
according to that. If the management of the organisation fails in
doing this than Cadbury will not be able to retain its customer's.
the products are not satisfying the needs of customers.
Effective strategic plan- Marketing function helps the
organisations in forming better tactics and strategies for
competing in the market. These type of strategies generally
include segmentation, targeting and positioning. With the help
of marketing organisations aims at focusing on a particular type
of customer's, so that their needs are attained in the efficient
manner. It also aims at ensuring survival and growth of the
organisation in the particular market.
Track trend- Analysing and tracking the trend is very
much essential for the organisation because rapid changes take
place in the market which lead to impact in the productivity.
With the help of marketing function opportunities and threat in
the market can be evaluated. So that major changes in the
strategies can be done as per the taste and demand of the
customized. If the management of the firm fails in evaluating
the current trends of the market. Than chances of failure of the
organisation in the market can be increased.
Expansion of market- Marketing function helps the
organisation to increase and enhance its overall performance in
the market. Better plans and actions can be made for capturing
large market share. It also helps organisations to introduce new
product in new geographical region with the motive of
increasing and expanding their business in the best possible
manner. Plans for expansion of the market can also be made
according to the culture of the external market environment.

With the help of these roles and responsibilities
establishment can easily attain long and short term goals. As
this guide the manager of Cadbury to decide the action plan
after evaluating present and past situation in the systematic and
coordinated manner. Cadbury will also be able to give tough
competition to its competitors if it is not maintained properly.
With the help of roles and responsibilities of marketing
environment of the organisation can be maintained. As manager
of Cadbury will be able to analyse the marketing conditions in
the efficient manner.
Roles and responsibilities of marketing relate to the
wider organizational context
The major motive of marketing is to perform activities
related to exchange of goods from the final consumer to the
producer of the product. This is usually done for achieving high
degree of consumer requirements. Marketing is the continuous
process of creating, anticipating, identifying and fulfilling the
demand of targeted population.
Marketing function generally consist of making plans
which are related to what is to be produced, how it is to be
produced, when it is to be produced and for whom it is to be
produced. With the help of this organisation aims at
accomplishing goals in the effective manner. Growth and
survival of business directly depends upon various marketing
strategies used by the management of the organisation. In the
absence of marketing organisation would not be able to make
the customer's aware about existing products and services.
Improper marketing function can also lead to decrease in sale
and market-share of the organisation. Marketing department and
other departments of Cadbury are inter- linked and inter- related
with each other. Any change in plan and working structure of
one department can lead to negative affect on another
departments. The inter-relationship of marketing section with
various other departments of Cadbury are discussed beneath-
Marketing with HR department- These two
departments plays a major role in achieving the goals and target
of the organisation in a time duration. If the HR department is
able to hire and recruit skilled candidates for its marketing
department. Than employee's will be able to give there best
output in contributing growth of the organisation. Skilled
employee's will give new and innovative ideas for attracting
large number of customer's in the market. Best candidates are
hired by using innovative techniques such as campus
recruitment, social media, etc. Marketing and HR division of
Cadbury are linked with each other. As these two departments
can help the organisation in increasing brand image and
reputation of the administration in an impressive style.

Marketing with finance department- With the help of
these two departments productivity and profit of the
organisation can be directly increased. If the management of
Cadbury wants its marketing department to function well than
adequate amount of fund will be required for the same. This can
only be generated from finance department. Marketing function
also performs activities such as sales promotion, public relation,
direct selling, etc. Fund for these activities are generally
provided by finance department. With then help of these two
departments Cadbury can easily achieve competitive advantage
in the market for longer period of time.
Marketing with production department- It is very
much essential that marketing department and production
department cooperate with one another. The work of production
department is to produce commodity based on consumers
requirements. Whereas the work of marketing function is to
attract large number of customer's and to satisfy their unlimited
needs and wants. If the marketing department of Cadbury is
unable to identify exact demand and taste of its customer's.
Than production department may not be able to produce goods
in the systematic and coordinated manner. This can also lead to
wastage of available resources in the organisation. If these two
departments are able to function in the coordinated manner than
overall growth of the organisation can be easily attained.
Marketing department with IT department- The
work of IT department in Cadbury is to make use of latest tools
and technologies for manufacturing and selling the product.
With the help of these two departments cost of Cadbury can be
easily saved. As the management of the structure can execute
various activities in the systematic and desirable mode. IT
department can also help marketing department in developing
online website to increase performance of the organisation. As
with the help of these websites customer's can be made aware
about the existing and new product of the organisation.
Marketing with Research& development
department- Research and Development is related with
analysis done by the by organisation to find new innovative
ideas for attracting large number of customer's. This department
ensures that marketing activities are successfully performed and
firm holds long term profitability. This provide competitive
advantage to a firm by providing necessary information to
marketing department. The main objective of marketing and
research department of Cadbury is to maximise the sale and
profitability of an establishment in an improved style. Through
proper research and development the need and current trends in
market can be identified and applied.

The problem occurred in marketing department are solved by
research department by deeply analysing the problem and
providing appropriate solutions for the same. Research
department of Cadbury specifies the environment in which
marketing activities will operate. With the help of R&D
Cadbury can easily analyse that improvements in the existing
product will be required or not. This can lead to giving better
competition to the competitors which are operating in same type
of industry.
From the above discussion it can be said proper plans
for functioning of marketing department and other departments
can lead to growth and profitability of the organisation in the
best possible manner. The major function of marketing
department is to determine accurate need of customer's and
make plans for increasing their experience. Marketing majorly
works with taking various kinds of risk by using innovative
techniques and ideas. But these ideas can be failed in the market
if ideas are not implemented after properly analysing the market
conditions. Cadbury can easily achieve its targeted goals and
objectives if each and every activity is properly managed by the
top management. As with the help of these opportunities
available in the market can be easily identified.
Plans can also be formed for reducing threats in the
external environment of the organisation. It is very much
essential and significant to inter- relate various departments of
the organisation. As with the help of this function strategies and
action plan of the competitors can also be known by the
management of Cadbury. For achieving the goals and target of
the marketing function skilled and talented candidate needs to
be hired by the organisation. As these employees will give
better ideas for completing the work in the prescribed time
frame. If the major focus is done on evaluating and operating
the marketing function in the proper manner than long and short
term goals of the organisation will be easily achieved.
CONCLUSION
It has summarised form the discussed report that
marketing department help the organisation in achieving a
desirable and competitive position within industry. This is
because the idea and plan of action for its operation are
developed as per the requirements of the customer's. Moreover,
it has certain roles and obligations that directly aid the firm to
competing with its competitors in the best possible way. The
work of marketing department and other departments are inter-
linked and inter- related with each other. Furthermore,
marketing mix empower firm to make better plans for achieving
the business objectives in the effectual and prompt manner.
Evaluating marketing plan in the proper manner can also lead to
use of effective use of available resources in the proper manner.

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