Cadbury's Marketing Essentials: Roles, 7Ps Mix, and Plan Analysis

This report provides a comprehensive analysis of Cadbury's marketing function, covering key roles and responsibilities within the organization. It explores the seven functions of marketing, including distribution channels, enterprise financing, market research, price setting, product/service management, promotion, and meeting customer demands. The report examines how marketing roles relate to the wider organizational context, focusing on strategy, market research, product development, and communication. It analyzes the marketing environment, including internal, micro, and macro factors, and discusses the significance of interrelationships between marketing and other functional units like operations, finance, and human resource management. The report also evaluates the key elements of the marketing function and their interrelation with other units, compares the application of the marketing mix (7Ps) to achieve business objectives, and develops a basic marketing plan for Cadbury.

MARKETING ESSENTIALS
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Table of Contents
Introduction........................................................................................................................3
TASK 1...............................................................................................................................4
LO1 Explain the key roles and responsibilities of the marketing function.....................4
P1 Explain the key roles and responsibilities of the marketing function for the
chosen organization...................................................................................................4
P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context for the chosen organization or scenario.................................6
M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organization..................................................7
M2 Analyze the significance of interrelationships between marketing and other
functional units for the chosen organization...............................................................9
D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units for the chosen organization...........10
TASK 2.............................................................................................................................11
LO2 Compare ways in which organizations use elements of the marketing mix (7Ps)
to achieve overall business objectives.........................................................................11
P3 Compare the ways in which the chosen organization applies the marketing mix
to the marketing planning process to achieve business objectives. How does it
differ from other organizations or could do better compared to other organizations.
..................................................................................................................................11
M3 Evaluate different tactics applied by the chosen organizations to demonstrate
how business objectives can be achieved...............................................................13
TASK3..............................................................................................................................15
LO3 Develop and evaluate a basic marketing plan.....................................................15
P4 Produce and evaluate a basic marketing plan for the chosen organization.......15
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M4 Produce a detailed, coherent evidence-based marketing plan for the chosen
organization..............................................................................................................17
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives for the chosen organization...........................18
Conclusion.......................................................................................................................19
Recommendation.............................................................................................................19
References.......................................................................................................................20
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Introduction
Marketing in an organization plays an important role. The product or services developed
by the organization has to be sold in the market for which, the consumers needs to be
aware the product or services sold by the organization. To make the consumers aware
about the product or service marketing is done by promotion, advertising, campaign etc.
Now a day’s marketing has mainly focused on consumers needs, wants and demand.
For this report the chosen company is Cadbury. In this report it will be discussed about
the roles and responsibility of marketing function in Cadbury. The interpersonal
relationship of marketing and other department of Cadbury. The 7P’s of marketing used
by the organization and a marketing plan for the organization.
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TASK 1
LO1 Explain the key roles and responsibilities of the marketing function.
P1 Explain the key roles and responsibilities of the marketing function for the
chosen organization.
When a business organization wants to make money they have to sell the products to
the consumers. There are seven functions of marketing, which starts from distribution to
pricing. The below given are the seven functions of marketing and their roles and
responsibilities:
Distribution channels – The product that is developed by the company needs to reach
to the customers. The organization now has to decide how the product will be delivered
to the customers so that the consumers can buy it and the organization can make
money out of it. If the organization is unable to find an idea to reach out to the
customers then there is no use of the product. Setting up target customers and then
selecting a store for reaching out to the customer is easy (Gnizy and Shoham, 2014).
Enterprise financing – The profit that is generated by selling the product in the market
needs to be re-invested in the business again. The money that is re-invested is a part of
marketing function. The money that is re-invested can be used for advertising and
promotion of the product in the market.
Market research – Market research is done to know the type of consumers in the
market, their needs and wants and the type of product the consumers are searching for.
Then the information gathering about the target customers. Market research also can be
done by doing a market survey by distributing questionnaires etc.
Price setting up – It can be challenging for an organization to set up the price of the
product correctly. If the price of the product is high then it might happen that the
customers may not purchase it and the organization can end by losing customers.
Setting up the right price can only be done by trial and error method (Rust and Huang,
2014).
Product or service management – One the target market is set the price of the product
or services setting should be the next goal. The product management can be set by
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keep in minds the customer’s needs, wants, and the product that is offered to the
customers need to be up to date and fresh.
Promotion – Advertising and promotion is necessary part to keep the customers
updated about the product or service and attract new customers. The marketing trends
keeps on changing, their the promotional strategy also needs to be changed
(Papadopoulos and Heslop, 2014).
Meeting the customers demand – The product can only be sold in the market if it is
able to meet the customers demand. If the product is at right place at a right time and
the product is able to meet the customer’s needs and wants then product will be sold in
the market easily.
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P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context for the chosen organization or scenario.
The role and responsibility of marketing in Cadbury is to grow the revenue, increase the
market share and contribute to the company’s growth and profit. Below given are the
roles and responsibility of marketing:
Strategy – The marketing department takes up the responsibility to set by marketing
strategy and objective for the organization. The strategy may include to increase the
share of the market, entering the new market, set up a new channel for distribution etc.
The marketing department set up strategy to meet the organizations objective and goals
(Baker, 2014).
Market research – The key responsibility of the marketing department of Cadbury is to
do market research. It helps to understand the customer better and identify opportunity
for the company in the market. It also helps to know about the competitors their strength
and weakness so that the organization can build better strategy (Sartedt and Mooi,
2014).
Development of product – A team is set up for the external and internal development
of the new product and the existing product in the market. The marketing department
helps to identify the product gap and the sales performance of the product in the market
(Eppinger and Ulrich, 2015).
Communication – The marketing department looks after the communication part
between the company and the customers. The communication takes place by
advertising and promotion to make the customers aware about the product. E-mail
marketing program is also set or promotion is also done through the company website.
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M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organization.
The marketing environments are divided into three broad categories macro
environment, microenvironment and internal environment.
Internal environments – The internal environment include the factors within the
company and affect business operation. The aspects that are included are inventory,
labor, logistics, company policy, companies capital, budget etc. All these aspects are
part of an organization, which affects the relationship between the customers and
marketing decisions (Baranenk et al., 2014).
Microenvironment – The microenvironment of marketing includes the factors, which
are associated with the business and has an influence in its functioning. The factors are
suppliers, retailer and distributor, competitors, shareholders, government, general
public, customers, employees. The factors are elaborated below:
Supplier – The supplier are people who provides raw material to the company to make
the product into finished goods. It is the duty of the organization to select best supplier,
which can fulfill the customers need and wants (Kotler, 2015).
Retailer and distributor – The retailer are the people who are directly connected with
the customer and giving advice to the customers. Distributor are the people who takes
to finish goods to the retailer to sell it in the market.
Competitors – Cadbury has many competitors in the market, the company need to
keep a track of the competitors strategy and develop better strategy.
Shareholders – They are the owner of the company, and every company needs to
keep a close watch on the shareholders return.
Government – The government makes policy that the company needs to agree upon to
do the marketing of the company.
General public – The organization is responsible for the societies welfare by doing
marketing activity.
Customers – The organization needs to look after the need and wants of the customer
by offering best product to the customer at a best price.
Employees – Employees are the key aspect of the company. The product quality
depends upon the kind of training and development given to the employees.
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Macro environment – These factors takes place outside the organization, these factors
can’t be controlled by the organization. The factors are as follows:
Political – The country’s political condition also affects the business. The political
parties tries to make changes in the market in terms of tax, trade, practices etc.
Therefore, the sales of the company keeps fluctuating (Ashill and Jobber, 2014).
Economic – The business gets affects when the currency of the countries keeps on
increasing and the customers are unable to purchases due to high price.
Social – the change in the lifestyle of the people depends upon the disposable income
of the people. If the income is high then the purchasing power will also be high
Technology – The advancement of technology is increasing day by day. Cadbury has
implemented technology for getting the work done quickly. Implementing digital
technology keeps things updated and it become easy to understand the customer and
the market.
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M2 Analyze the significance of interrelationships between marketing and other
functional units for the chosen organization.
Marketing in an organization is not only limited to sales or promotion of Cadbury. There
are also other department with the organization, which is associated with the marketing
and other units of the organization. The main aim of the organization is to meet the
customer’s needs and wants. Developing a marketing plan or strategy needs the
involvement of every department of the organization.
Operations department – Research is done to satisfy the present and future needs of
the customer. The product can be developed as per the customer’s specification. The
marketing department sets the deadline for the product; it depends upon the operations
department for producing the product. The marketing department will want to get the
product in the market as soon as possible. But the production department will make
sure that the product is tested and is being able to meet the requirement of the
customer (Liu et. al., 2015).
Financial department – The finance department looks after the organization to make
sure that the business is able to meet the all the operations within its capabilities. The
finance department looks after every department’s budget so that all the work is done
within the allocated budget. Marketing department looks upon the increase in the sales
and market share, whereas the finance department looks after the cash flow, paying
back to the investors and covering the cost (Camilleri, 2014).
Human Resource management – The marketing department as to work closely with
HRM to make sure that appropriate staffing is done. It also looks after the new product
development, meeting the target and make a team, which is ambitious and meets the
sales target. The HRM departments faces demand from different department it has to
balance all the obligation by the marketing department along with other departments.
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D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units for the chosen organization.
The key elements of marketing function and its interrelation with other units of the
organization are as follows:
Research – If the company wants to launch a new product in the market the marketing
team first has to do a research before launching the new product. The operation or
production department will look after the manufacturing of the product. The finance
department will look after the budget of the entire production and the human resource
department will make sure that right employees are hired for the entire process
(McDonald and Wilson, 2016).
Strategy – Strategy will not only be developed for the marketing department but
strategy will also be developed for the other departments as well. Therefore all the
departments needs to come together for developing strategy
Planning – The marketing department planning includes sales, promotion and
advertising of the product. Operation or production department planning includes the
manufacturing and designing of the product and the resources from where the raw
materials will be taken. Finance department planning includes the planning for the
budget of the production and the budget that will be allotted to every department. The
human resource department includes the planning for the type of employees that needs
to be hired for the new product etc.
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TASK 2
LO2 Compare ways in which organizations use elements of the marketing
mix (7Ps) to achieve overall business objectives.
P3 Compare the ways in which the chosen organization applies the marketing mix
to the marketing planning process to achieve business objectives. How does it
differ from other organizations or could do better compared to other
organizations.
Product – Cadbury was developed keeping in mind about the taste of people towards
chocolate. The product was developed by doing research from different places to meet
the customers taste and preferences. The product that is developed should meet the
customers wants. The factors include product quality, brand image etc. The product that
is sold by Cadbury should be beneficial for the customer so that the consumers enjoy
buying it (Hamzah and Sutanto, 2016).
Price – The price that is offered by Cadbury is always accordance with the competitors.
If the product quality is high then price of the product is also high. The consumers are
ready to pay more for getting better quality product. The using the pricing strategy helps
in determining the better product price and does not affect the customers too. The price
must be kept keeping in mind the customers words and the profit margin of the
company
Place – Cadbury sells the product in places where the demand is high and there is
good response about the product and the company is also able to make some profit.
Cadbury is available around the world. The distribution channel used by Cadbury has
an huge impact in the global market. The product must be available in places where the
target customers can easily reach to the product (Huang and Sarigollu, 2014).
Promotion – Promotion is done to make the customers aware about the product so that
they can purchase it. Cadbury does it marketing by advertising it in the newspaper,
television and social media channels. Cadbury uses different types of taglines, which
makes the customers buy the product.
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