Marketing Essentials Report: Cadbury's Marketing Strategy Analysis

This report delves into the marketing essentials, using Cadbury as a case study. It begins by defining marketing and outlining the key roles and responsibilities of a marketing function, such as market research, product development, and promotion. The report then explores how these roles relate to the broader organizational context, examining the interrelationships between marketing and other departments like production, finance, and human resources. A significant portion of the report focuses on analyzing Cadbury's marketing environment and marketing mix, comparing it with competitors like Kinder. It further outlines Cadbury's marketing plan, including strategies and tactics employed to achieve business objectives. The report emphasizes market research, pricing strategies, and product sales as essential responsibilities of the marketing department, highlighting the importance of adapting to the external environment and maintaining customer relationships. Finally, it discusses the significance of communication and collaboration between departments to meet the organization's goals.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function ...................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context ........................................................................................................................................4
M1 Analyse the roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................5
M2 Analyse the significance of interrelationship between marketing and other functional units
of the organisation ......................................................................................................................6
D1 Critically analyse and evaluate the key elements of marketing function and how they
interrelate with other functional units of the organisation ........................................................7
TASK 2............................................................................................................................................7
P3 Comparison of Marketing mix of Cad-bury and Kinder.......................................................7
TASK 3 .........................................................................................................................................11
P4 Marketing plan of Cadbury .................................................................................................11
M3 Different tactics applied by Cadbury to achieve business objectives.................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is defined as the management and study of exchange of relationships.
Marketing is the business process of creating and developing relationships with customers by
providing them good products and services (Akbar, and et. al., 2017). This is defined as the
activities that are done in an organisation for promoting selling and buying of different products
and services. The professionals of marketing who are working in the organisation have the
responsibility to promote the buying and selling of product. Marketing consists of selling,
advertising, delivering and promoting the products and services to the customers. Marketing can
be explained as a discipline that includes various actions which an organisation has to perform
for maintaining good relations with a customer. The main objective of a marketing department is
to match products and services of the company who are in need of these products. The marketing
department of a company is linked with other different departments so that company can work
effectively in promoting products and services of the company. This report will help in
understanding the concept of marketing and the company which is used for analysing the
marketing concept is Cadbury. This is a British multinational confectionery company that is
owned by Mondelez International since the year 2010. This is the second largest confectionery
brand of the world. The headquarters of this company are located in Uxbridge, London. This
company operates in around more than 50 countries. This report consists of key roles and
responsibilities of the marketing department and how marketing functions help an organisation to
build customer relationship. This includes different ways by which various organisations apply
the marketing mix to the marketing planning process and attain the goals and objectives of the
company. At last this report includes a marketing plan for Cadbury which will include launch of
a new product of this company in market.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
The marketing function is defined as the role of an organisation that helps in identifying
and sourcing successful products and services for the company. This helps a company in
promoting their product and services in an effective manner (Armstrong, and et. al., 2015). The
various functions of marketing are market research, product plan, development process, sales,
promotion, customer service, finance, etc. The marketing function consists of different roles of

business organisation. Al the functions and operations of a marketing department are responsible
for growth and development of the company. The key roles and responsibilities of marketing
function in Cadbury are market research, product development, distribution, planning, selling,
promotion, communication, etc. The roles and responsibilities of Cadbury marketing department
are listed below -
Roles of marketing
Defining and managing the brand – Cadbury is a well known brand around the world.
The marketing managers of Cadbury have worked hard for promoting and making products of
Cadbury famous across the world. Defining and managing a brand name is an essential part of
the company and this includes defining what is the brand about and how product will help an
individual. Cadbury is a chocolate company and thus it focuses more on cravings and need of
children, youngsters and adults for chocolate and chocolate products.
Conducting campaign management for marketing initiatives – The marketing
department of a company is involved in promoting and advertising various products and services
of the company (Baker, and Magnini, 2016). Several campaigns are performed by Cadbury for
promoting its chocolates effectively. The marketing department of Cadbury identifies the
products and services for focusing on various aspects like sales cycle and producing materials
and communication.
Producing marketing and promotional materials – The marketing department of
Cadbury should create materials which will help in explaining and promoting core products and
sources. The marketing managers of Cadbury are kept up to date for knowing the products and
services needed by customers.
Creating content that provides search engine optimization for website – A website is
defined as the first place nowadays on which people get information about the product or service.
Thus, it is important for the marketing department to update information about the product on
website to attract more number of customers (Campbell, Martin, and Fabos, 2018) Cadbury uses
attractive colours and funny animations for making it's company's website attractive. The
marketing department of Cadbury is responsible for keeping current content on web.
Monitoring and managing social media – The marketing department must contribute in
managing and maintaining the social media related to company. This also manages social media
accounts and keep on updating the latest news about new product of Cadbury.

Producing internal communications – The employees and workers of the company must
understand value, goals and priorities of the organisation (Cavusgil, and et. al., 2014). The
marketing department of Cadbury is responsible for communicating with employees and telling
them about the actual needs of customers.
Serving as media Liaison- The marketing managers of Cadbury are generally termed as
spokesperson of the company. These people guides executives fro how to respond if there are
any queries of customers.
Conducting customer and market research - It is essential for marketing managers to
conduct a research in market before launching a new product in market. An effective research is
helpful for defining the target market and opportunities of product in market. This alos helps in
understanding how product of the company is perceived.
Overseeing outside vendors and agencies – The marketing managers of Cadbury are
responsible for managing and selecting agencies and vendors that produce marketing materials
and provide marketing support (Cohen, 2005). This consists of print vendors, web providers,
agencies and specialists, etc.
Responsibilities of marketing
There are several responsibilities of a marketing function in an organisation. The various
responsibilities of marketing department are increasing sales and revenue of the company,
increasing growth and development of the company and increasing market share of the
organisation. In context of Cadbury, the responsibilities of marketing function are listed below -
Making an effective marketing strategy - The marketing department of the company
ensures that good strategies are made in the company for promoting and advertising product in
an effective manner. The marketing managers work towards achieving the goals and objectives
of the company by selling and promoting products to potential customers. The marketing
department of company makes several strategies for entering into the new sector, opening an
effective channel of distribution and reaching a wider geographical market area.
Fixing price of product – The marketing manager of Cadbury is responsible for setting
price of the product offered by the organisation. Price is defined as the monetary value of a think
or product. The marketing managers of Cadbury set affordable price to products so that every
individual will be able to eat chocolates offered by Cadbury. Various pricing strategies are
offered to products of Cadbury. In the present scenario, the marketing managers of Cadbury are

thinking of increasing the sales of company so they keep price of their chocolates slightly lower
than their competitors. This helps Cadbury to increase the market share of the company.
Market research – This is an essential responsibility of marketing department. An
effective market research is required in the company for increasing sales of the company (Dioko,
2016). Research is helpful for Cadbury to identify opportunities n market and analyse the needs
and demands of customers. There are several competitors of Cadbury in market thus it is
important for this company to do a perfect market research for increasing the customer base. The
research by finance department of Cadbury is helpful in making effective decisions for budget
of strategy and plan of the company.
Sales of the product – Another function of marketing department is creating and
developing products and services of the company according to the needs and demands of
customers. A company requires effective marketing strategy for developing a good image of
brand in market. This also helps in increasing the awareness of needs of customers in market.
The customers of Cadbury are attracted by using different promotional tools like offers,
discounts, personal selling, etc. Cadbury focuses on availability of stock of products with
suppliers and retailers (Duffett, 2017). This is done so that customers do not switch to other
chocolate brands.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
The roles and responsibilities of marketing are essential in order to achieve organisational
goals and objectives. If the marketing function of a company is working effectively then, there
are no problems for a company to enhance it's market share. The roles and responsibilities of
marketing are important in any organisation. Marketing is an important function that is used for
managing ans handling the operations related to advertising of promoting the products of the
company in an effective manner. The main objective of Cadbury is to provide quality products
to customers which will help in increasing sales of the company. The interrelationship between
of various departments of cadbury with marketing department are given below -
Marketing and Production Department: Marketing department of Cadbury gathers
data and information about needs and demands of customers so that it will circulate this
information to production department. The production department is instructed to make products
according to the needs of customers.

Marketing and Finance Department: In Cadbury it is important for finance department
of the company to provide an appropriate budget so that marketing plan can be implemented
effectively (Gillespie, and Riddle, 2015). The marketing department helps finance department
for setting prices of their chocolates and other products.
Marketing and Human Resource Department: The main objective of human resource
department is to recruit and hire new and talented employees that can help in increasing
productivity and profitability of the company. The marketing department of Cadbury helps
human resource department by giving them details about skills and knowledge required in an
employee. The Human resource managers of Cadbury helps marketing department for
increasing the volume of sale by hiring a right candidate for the right position. The human
resource manager of Cadbury use different promotional tools and techniques for hiring best
candidate towards their vacant position (Groucutt, and Hopkins, 2015). Moreover, the marketing
department and human resource department of Cadbury communicate with each other for
achieving the goals and objectives of the organisation. The common purpose of both the
department is growth and development of business. Along with this human resource department
using marketing techniques for inspiring employees or workers for enhancing profitability and
productivity of the organisation.
M1 Analyse the roles and responsibilities of marketing in the context of marketing environment
A marketing environment is defined as the combination of external as well as internal
factors and forces that affects the ability of an organisation to establish good and healthy
relationship with customers. Different organisations have various macro and micro factors that
affect business. The marketing department of Cadbury has to work effectively depending on the
internal and external factors of different countries. At some countries the marketing managers
have to use a good communication that will help a company to gather more customers for trying
their products. It is important for sharing information and data about the needs and demands of
customers in an effective manner. The marketing managers of Cadbury take responsibility to
satisfy their customers by providing them quality chocolates in every place where they are doing
business (Griffitts, 2016).It is good for managing and handling market environment so that
effective promotions and advertising can be done for the product. The marketing managers of
cadbury are responsible for organising various campaigns and promotions to promote chocolates
of Cadbury in effective manner. The roles and responsibilities of marketing department in

Cadbury helps managers to know about present situation of market. Various ways of marketing
are used by these managers for providing quality and healthy products and items to Cadbury. It is
seen that managers have to effective researches for knowing what are the requirements of
customers and how to fulfil them.
M2 Analyse the significance of interrelationship between marketing and other functional units of
the organisation
The marketing function of a company is responsible for managing and handling the
promotions and campaigns so that a lot of customers are engaged in using product of the
company. The main objective of a marketing department is to attract a lot of customers and
increasing the sales of the company. In context of Cadbury the marketing department of the
company is interrelated with other departments of the organisation to fulfil the goals and
objectives of the company(Hair Jr, and et. al., 2015). The marketing function of Cadbury is
interrelated with other functional units of the organisation. The key elements of marketing
functions are described below -
Research- The marketing plays an important role in business. This is most important
function of marketing as without an effective research it is not easy for the business to get
valuable information about needs and demands of customers.
Strategy – When useful data and information are collected, it is easier for company to
analyse strength and weakness of business operations. The processed data of research will help
to make various strategies and plans that will help in utilising resources of company effectively.
The strategies and planning after research are important as they help in knowing the actual needs
of a customer.
Planning- When a successful research is conducted and strategies are made for growth
of marketing, then next function is planning process (Hugos, 2018). The marketing department
consists of distribution, sales figure, communication, financial planning , etc. the planning
process of Cadbury will help in analysing effective strategies that will help in converting
organisational goals into success.
Tactics – Another key roel of marketing function of Cadbury is tactics. These are small
and short term plans that are implemented for attracting target customers. This includes limited
period of time that offers promotional boost for the marketing plan of Cadbury. Some of the

tactics used by Cadbury products are Buy one Get one free, combo packets of chocolates, Boxes
of chocolates, etc. Tactics is concerned about initila pressure from the rival companies and
increasing sales and profits of company.
D1 Critically analyse and evaluate the key elements of marketing function and how they
interrelate with other functional units of the organisation
The marketing function is closely linked with different functional units of business
organisation. The finance department of an organisation is connected by the marketing
department of company as it requires an appropriate budget for implementing marketing plan.
The marketing functions need economic resources for implementing, planning, researching and
evaluating marketing strategies of business (Kladou, and et. al., 2016). The marketing of a
product cannot be done effectively if there is no proper communication or financial management
in the company. The functions of marketing are linked together with other departments of
company for enhancing the efficiency of company. Marketing functions need accurate
description of from production department to make good products. The Human resource
department of a company is also helpful for marketing department. The marketing managers
require HR department for hiring skilled and knowledgable employees who will help in
achieving the goals and targets of sales and marketing in less time. Marketing department takes
economic help from finance department, human resources from HR department and logistics
from distribution network, etc.
TASK 2
P3 Comparison of Marketing mix of Cad-bury and Kinder
The term marketing mix is defined as set of marketing tools that business organisation
uses to accomplish their marketing objectives in target market. This model is considered as
foundation tool for businesses (Lane, , 2015). The components of marketing mix comprises of
Product, price, place, promotion, people, process and physical evidence. The emphasis on
marketing mix by managers help companies to build strategic decisions at the time of developing
or launching new product. Therefore, marketing mix of cadbury has been compared by its
competitor Kinder which will help in achieving marketing objectives effectively are discussed
below:-

Basis Cadbury Kinder
Product The product range of cadbury is
very large and offers quality
products. In cadbury products are
classified on the basis of seasons
and varies according turnover in
each country. Some of products
offered by Cadbury involves
Crunchie, Bournville, Dairy milk,
Caramel cake bars, Brunch
Hazelnut, Five star, Oreo,
Bournvita and many more are in
their product variety. The company
Cadbury is leading and successful
chocolate industry across the
world. Also, Cadbury offers
innovative and good quality
products.
Kinder joy is part of chocolate confectionery
majorly focusing upon kids and products
offered are little egg-shaped. The product
strategy of Kinder is to provide kids with
chocolates as well as toys. The company
offers product in varied ranges that includes
pack of 16, pack of 8, pack of 24 and pack of
48 specifically for both boys and girls. As
company has divided segment of kids as for
boys, and for girls. The volume of Kinder joy
is 20gm which provides energy up to
107kcal(Larson, and Draper, 2015).
Price The prices of Cadbury products are
prices according to quantity of
them. Some of products are high in
price like Bournville and low
priced are priced with the motive to
fulfil needs of other segments like
eclairs, five star etc. This element
of marketing mix of Cadbury
depends on demand, competition
and packages. Also, products are
offered as per size of products so
that all target segments needs can
Kinder is major competitor for Cadbury,
Galaxy, Mars and Nestle. The ingredients of
Kinder Joy which are used comprises of milk,
sugar, cocoas which play important role at the
time of determining price of products. In
overall price cost of toy is also included in
price of product. In addition to this marketing
and advertising cost is also included in overall
price. More customer's are attracted as
product includes toy which is considered as
USP for company.

be fulfilled. The prices consists of
available discounts, catalogue
prices and various options available
for finance. Therefore, prices of
products of Cadbury are priced
with the objective to earn
maximum profit and increased
sales.
Place The products of Cadbury are
available across the world. Their is
effective channel of distribution
which lay down huge impact in
global market. The breaking of
Bulk is mantra followed by FMCG
marketing and same is followed by
Cadbury. The distribution costs for
Cadbury is high as raw material is
taken from different parts of world.
It has strong presence in market as
customer's can get their products
within 2 minutes reach of market.
Their are mainly two channel of distribution
followed by Kinder which consists of
reaching customer's with the help of various
retailers and another mode is for bulk buyers
as they can purchase from, Tesco, Wall-mart,
Hypermarket etc. these products of company
are easily accessible as customer's are able to
find and purchase Kinder Joy very quickly in
market. The kinder joy was launched in Italy
after that in Germany, china, Spain and India.
Promotion The promotional strategies of
Cadbury is very much influencing
and effective in itself. The
promotion is done with help of
poster, television,newspaper, online
and radio. Huge efforts have been
put by marketing manager to make
more people aware and capture
huge market share. Also, to build
Kinder carry out its promotions by tv, media,
advertisement, newspaper, websites, social
media platforms and many more. The
products are also promoted by selling them
through e-commerce sites. In emerging and
competitive market there is lack of
advertisements and promotions. Majorly
promotion is done to influence and attract
kids to purchase as they are specially prepared

impression in minds of customer's
Cadbury has many brand
ambassadors for varieties of
products. Cadbury uses
combination of both above the line
(ATL) and below the line (BTL)
marketing.
for them.
People Cadbury focuses on both
customer's and their employee's
development to ensure that
customer's get good quality
chocolates and beverages. People
are most important element for
brand establishment as they have
direct involvement in market with
customer's.
The human resource manager of Kinder
emphasis on employees training and
development as per changing market
environment. Also, employees are given
attractive packages, bonus and incentives
which keep them highly motivated and
committed. This helps in increasing sales and
profitability for company.
Process The process of manufacturing
cadbury products is done by
standardized and customized flow
of activities. The managers of
Cadbury conduct effective market
research for analysing needs,
expectations and specifications of
customer's as this helps them to
provide them maximum
satisfaction and enhanced sales.
The customer service is key determinant of
trust which helps in growth of company. The
focus is given to train and educate employees
to educate consumer about benefits of
products. As company majorly target young
boys and girls so managers must focus on
manufacturing process as this should be
hygienic and free from any harmful
ingredients.
Physical
Evidence
Cadbury keeps proper record of
customer's regarding their
preferences, taste, age, buying
The packaging of Kinder is very much
innovative and attractive which helps to
influence more and more customer's. The

behaviour as this helps managers to
produce products. The packaging
of Cadbury chocolates is hygienic
and properly done. The physical
evidence for customer's involves
brochures, ads, pamphlets and
information on packaging.
cards, packaging, toys, product, website and
advertisements are considered to important
factors for physical presence of Kinder Joy.
TASK 3
P4 Marketing plan of Cadbury
A marketing plan is known as operational document or blueprint that outlines marketing
and advertising strategies which are implemented by organisation with the motive to generate
leads and reach their target market (Malhotra, 2015). This plan helps in identifying target market,
campaigns to be initiated and value proposition of product along with measures to be used for
assessment of effectiveness of initiatives of marketing. This is prepared on the basis of overall
marketing strategy. Moreover, it also describes guidance and directions for the actions to be
taken. This plan comprises of various elements which are discussed below:-
Company Overview- Cadbury is British multi-national confectionery industry which is
wholly owned by Mondelez International. This was founded by John Cadbury in the year 1824
situated in Uxbridge, London which carry out their operations in more than 50 countries. The
company was granted first royal warrant by Queen Victoria in 1854. the product offerings of
Cadbury are chocolates, beverages, spreads, biscuits, ice cream and many more varieties. The
major competitors of Cadbury are Nestle, Dove, Galaxy,Kinder and so on.
Vision- The vision statement of Cadbury is “Working together to create brands people
love” which means that company want to do positive and collaborative type of business and also
recognizes emotions, values and attachment associated with their brand.
Mission- Cadbury mission statement defines “ Cadbury Means quality” as this promise
of company to emphasis on quality, and to highly committed towards continuous improvement
so as to ensure that customer's get maximum satisfaction.

Objectives- The company have many short and long term objectives. The main objective
of Cadbury is to make lots of chocolates and have sustainable life in market. In order to
accomplish its goals, it has selected SMART objective for establishing new innovative product in
market. Their objective is to achieve growth in revenue by 20% every year, and increase
earnings by 15% annually and to increase dividend per share by 7% annually.
Product Range- The product mix of Cadbury includes chocolates, biscuits, beverages,
health drinks, gums and candies. It has its presence in many countries of world.
Market Analysis and Research- Cadbury should conduct detail and in-depth study of
market for the purpose to gather information about where to launch their new and innovative
products (Muller, 2019). This will help in understanding and knowing about expectations and
needs of customer's so as to provide them with maximum level of satisfaction and increase in
sales along with increase in profitability.
STP Approach- The full form of STP is segmentation, targeting and positioning of
products or brand in market. This helps in building cohesion between market and company
strategies. The main purpose of this process is to formulate marketing mix which can be applied
to Cadbury. The STP of Cadbury is as follows:-
Segmentation- This marketing strategy is concerned with dividing whole market into
smaller parts of consumers, countries, businesses with the objective to identify about common
needs, interests and priorities which are helpful in developing and implementing strategies to
target them. The market segmentation of cadbury is done on following basis:-
 Psychographic segmentation- The products are divided on the basis of size such as bars,
large and small blocks.
 Geographic segmentation- The market segmentation is done on the basis of region like
rural, urban and semi-urban
 Behavioural segmentation- Cadbury segment their market on the basis of same behaviour
of particular area.
Targeting- A target market is group of customer's which organisation will focus on
influencing their behaviour by effective marketing strategy. The target market for Cadbury is
mainly between age group of 4 to 60 years of age

Positioning- It is concept of marketing that outlines what business must do to place their
product or service in minds of customer's. This is related to developing an image of product in
minds of prospective clients by using different tools such as promotion. Product, price and place.
SWOT analysis- SWOT analysis is strategic planning tool which help managers to
identify their strength, weaknesses, opportunities and threats which are related to level of
business competition. Therefore SWOT analysis of Cadbury is as follows:-
Strength
 Cadbury is leading chocolates and
confectionery industry. It is also known
for effective distribution channel and
best manufacturing. Also, company has
its presence 160 or more countries.
 The products of Cadbury have fantastic
brand loyalty because of strong
branding and marketing strategies. The
products under brand name cadbury are
well known in international market.
 The research and development
department is very much efficient in
making innovations and introducing
new variants in chocolates.
 Cadbury have provide employment to
around 70000 employee's.
Weaknesses
 The weaknesses for Cadbury is their
ineffective and inefficient distribution
channel in rural areas.
 The weakness for Cadbury is that large
number of population suffers from
cholesterol, diabetes, sugar etc.
Opportunities
 They have the opportunity for Cadbury
to diversify their product range into
food segments.
 The managers of Cadbury can focus on
developing business in rural market.
 Cadbury besides low calorie products
can also provide sugar free chocolates
Threats
 there is low degree of brand loyalty of
customer's in chocolate industry or
market.
 Now-a-days customer's are becoming
more health consciousness so people
have started reducing intake of

and candies. chocolates.
 Their is cut throat competition from
international and local chocolate brands
have will hinder growth and survival of
Cadbury.
Budget- It is an essential part before establishing new product or service in market. It is
included in marketing plan to show how much expenditure will have to be made in order to
acquire resources for creating final product and accomplish objectives. A budget is estimation of
money required for producing product in market in order to have long term growth and survival.
This varies as per quantity of product. The manager of Cadbury has prepared budget which will
be helpful for next 5 years which is shown below:-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity 2200 2100 3300 2200 2000
Sample
distribution 4200 2500 6000 3000 4650

Total 12900 7800 13600 8500 9900
Monitoring results of marketing plan- The last step while preparation of marketing
plan is to review performance of plan after implementation it in business organisation. This is
concerned with comparing actual results or performance with planned performance/results of
plan (Pappas, 2017). The proper execution of this plan help in maintaining consistency and
quality in production. Also,this help managers of Cadbury to mitigate wastage of funds and time
as if it will be allocated effectively this leads to optimum utilisation of resources and increase in
productivity. The top level management of Cadbury give managers and employee's responsibility
to look over work in timely manner if they want to attain their set targets. Along with this, it
assist them in making improvements for making plan more effective and successful. If
management wants to avoid any type of mismanagement and deviations so they must emphasis
on development of marketing plan on regular basis. The proper and effective marketing plan will
help Cadbury to achieve their set targets and goals in the specified time period.
M3 Different tactics applied by Cadbury to achieve business objectives.
The term tactics is known as careful planning of actions with motive to accomplish
various goals of business organisation (Pike, 2015). Every individual or organisation have goals
in life which they want to achieve in effective manner. Their are many tactics or strategies which
are applied by Cadbury to achieve objectives in specified time period. Some of tactics which can
be applied by manager of Cadbury to achieve their objectives are as follows:-
 Increase in sales- If manager of Cadbury want to attain their objectives than they must
focus on increasing their sales by effective marketing strategies.
 Set SMART goals- Every organisation should develop specific, measurable, accessible,
reliable and time bound goals (Pike, 2016). The objectives of Cadbury can be achieved if
the goals are framed as per model of SMART goals.
 Improve product awareness- The marketing manager to achieve their objectives than
they must build such type of strategies with the motive to increase and improve their
sales by influencing more and more customer's for various products of Cadbury.

CONCLUSION
From the above discussion it can be concluded that marketing function is essential for
performing roles and responsibilities in effective manner by business organisation. This function
of marketing in interconnected with every function of management. Marketing manager supply
adequate information to other functions of management which helps to achieve goals and
objectives. Marketing helps in supplying effective services to their customer's and fulfilling their
needs and wants. Also, it is necessary to analyse roles and responsibilities of marketing
department with the motive to accomplish goals and objectives in effective way. Along with this,
marketing mix helps managers of business organisation to compare their products from their
competitors and help in promoting their products and services at market place. Lastly, it can be
concluded that development of marketing plan helps business organisations to accomplish goals
and objectives in specified time period.

REFERENCES
Books and Journals
Akbar, F., and et. al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Baker, M. A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Cavusgil, S. T., and et. al., 2014. International business. Pearson Australia.
Cohen, W. A., 2005. The marketing plan. John Wiley & Sons.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers. 18(1). pp.19-39.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management. pp.103-118.
Groucutt, J. and Hopkins, C., 2015. Marketing. Macmillan International Higher Education.
Hair Jr, J. F., and et. al., 2015. Essentials of business research methods. Routledge.
Hugos, M. H., 2018. Essentials of supply chain management. John Wiley & Sons.
Kladou, S., and et. al., 2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.1-30.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Muller, M., 2019. Essentials of inventory management. HarperCollins Leadership.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism.
International Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding Digital Marketing—Basics and
Actions. In MBA (pp. 37-74). Springer, Cham.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management. pp.1-19.

Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies
for the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Rowley, J., 2016. Information marketing. Routledge.
Scarborough, N. M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Smith, A., 2014. Breaking the chain: The screen industry and disintermediation. Metro
Magazine: Media & Education Magazine. (182). p.104.
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.
Wirtz, J. and Lovelock, C., 2016. Services marketing. World Scientific Publishing Company.
Zolkifly, N. H. and Baharom, S. N., 2016. Selling Cars Through Visual Merchandising:
Proposing Emotional Design Approach. Procedia Economics and Finance. 37. pp.412-
417.

21