Marketing Essentials Report: Roles, Responsibilities & Marketing Plan

This report provides a detailed analysis of Cadbury's marketing strategies, covering the roles and responsibilities of marketing functions, and their relationship to the organizational context. The report explores the application of the marketing mix by various organizations, with a specific focus on Cadbury's approach to achieving business objectives. It includes a comprehensive marketing plan for Cadbury, evaluating its effectiveness and providing insights into market research, product development, promotional strategies, and distribution channels. The report examines Cadbury's approach to finance, pricing, and communication. The report highlights the importance of market research, product development, and promotional strategies for Cadbury. Additionally, the report also examines the company's approach to human resource management and its impact on productivity and innovation. The analysis provides a thorough understanding of Cadbury's marketing practices, making it a valuable resource for students studying marketing and business strategy.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the roles and responsibilities of marketing function.................................................1
P2 How roles and responsibilities relate to the organisational context.......................................4
TASK 2............................................................................................................................................6
P3 Comparison of different organisations that applied marketing mix to the planning process
for achieving business objectives................................................................................................6
P4 Produce and evaluate a marketing plan for CADBURY.......................................................9
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing is defined as the activity which is related to buying and selling of products and
services. In this several aspects are included such as advertising, selling and delivering of goods
to the people. The main purpose of marketing department is to get more attention from target
audiences. Company use number of methods for this such as slogans, packaging of product,
design, brand ambassador or celebrity endorsement and use of media exposure. In other words,
Marketing is everything that organisation acquires to consumers and focus on maintaining
relationship with them for achieving long term goals or objectives (Bowie and Paraskevas,
2014). Marketing is an effective tool which helps in providing information to the production
managers by communicating to targeted customers. This report is based on CADBURY which is
British multinational confectionery company and is situated in London, UK. This firm provide
variety of products such as Dairy Milk Chocolate, the Creme Egg and Roses selection box etc.
This report will cover the roles and responsibilities of marketing functions and its relationship
with other departments as well. It will compare the ways in which marketing mix applied by
different organisations for planning process to achieve goals or objectives and produce as well as
evaluate basic marketing plan for company.
TASK 1
P1 Explain the roles and responsibilities of marketing function
Marketing is defined as the set of procedures which includes production, selling and
purchasing of particular goods and services. It is very essential for developing business and
increasing sales as well by creating market awareness in an appropriate manner. In other words,
it is a management process in which current market situations, customers needs and wants as
well as their choices, preferences for the purpose of meeting desired expectations of them are
discovered. In this, a market research is conducted which is very helpful aspect for every
organisation as it support in gathering data or information regarding particular market so that
company can produce effective goods and services that meet with customers desired needs and
wants in better way (Mariussen, 2014). It can be possible through effective conducting market
survey or research. There are several roles and responsibilities of functions of marketing. It
includes marketing plans, products planning and development, research or survey, promotional
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tools, sales procedures, financing and customers services. It helps every firm in increasings
growth and size of economies.
Marketing environment is the combination of internal and external factors that can affects
on the business and its ability to set up effective relationship among customers. Internal
environment included owners, workers, machines and materials. On the other side external
included demographic, economic, technological and socio cultural. These all can affect to the
marketing activities of the organisation.
marketing department play several roles and responsibilities for generating revenues or
profits of the organisation. They are responsible to increase market share and contribute in
company's growth as well as profitability (Brassington, 2013). Marketing function included
various elements as it consist market strategies management, research or survey, sales support
systems, development of products, delivery procedures and many others. Marketing department
play crucial role in increasing growth and reputation of company among competitors as in this
communication process, distribution, financing, selling and distributions as well as promotions of
products or services are done in an effective manner. Cadbury is one of the most popular
organisation in confectionery sector as it sales number of items in the market. They focus on
capturing international market by adopting best strategies and tools or techniques of marketing.
Functions of Marketing:
This company also consider several functions of marketing to develop the business at
global level such as;
Marketing strategies: Managers and senior members of marketing department are
responsible in setting effective market strategy in business organisation so that targets can be
achieved in an appropriate manner. It is an essential for surviving in competitive environment
because it helps in increasing market share and growth of the company (Pettitt, 2013). Strategies
must be made for developing as well as promoting particular products and services at the
marketplace.
Market research: It is an important activity for every organisations and their marketings
department as research support in identifying regarding market opportunities and grab these for
achieving success. It also help in understanding competitors and customers needs and wants and
their desired expectations so that company can provide them effective goods or services to
satisfy their needs or demands.
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Product development: In this, marketing department works for developing new products
or services or improve existing one by internal and external teams of product development.
Department focus on sales and determine products for the purpose identifying gaps in the range
of products which can be opportunities for the company.
Communication: It is another responsibility of marketing department as they have to
plan campaign and adopt best strategy for communicating to target audience for the purpose of
promoting particular goods or services of company (Cleverley, 2017). This includes
advertisements campaigning, email marketing, promotional content as well as company's official
websites, brochure, leaflet and many more to provide information to potential customers.
CADBURY is biggest brand and most famous company who deals in confectionery
products in the global market. It's highest selling products are Dairy Milk, Creme Egg and other
confectionery products to satisfy customers needs and give best experiences. This firm always
maintains its brand image by providing new innovative Chocolates flavours and varieties of
products to the target audiences. Therefore, their main concentration is on adaptation of tools or
techniques for promoting company's products and services. There are different marketing
functions which has considered by Cadbury to manage marketing activities such as;
Finance: This is an important role in which marketing department focus on financing to
whole marketing activities to promote the organisational goods or services in an effective
manner. It requires enough capitals and proper funds so that activities can be performed and
achieve tasks or objectives of the firm. CADBURY'S marketing manager always concentrate and
ensure that products are not old and it is selling on time. Company generate or create budget to
complete task by effective utilisation of resources to get higher returns.
Distribution channels: It is an important decisions which are taken by the marketing
department as they decide that how goods or services can be distributed for reaching at potential
customers. In this defined the products ideas for delivering of goods and services so that
customers can be satisfied in an appropriate manner (Clow, 2013). Cadbury always find the
distribution channel for passing the goods to the target customers. Therefore they adopt the new
method for bringing systematic procedures in which company store or arrange products for
customers conveniences.
Price setting: This is also a marketing function in which marketers find the strategies for
pricing of their company's products as it is depends on the changes of environment that can affect
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on the business and its sales volumes. This is moral duty of the organisation that set pricing
strategies as per the competitors and cost factors. It must be set in right manner as if price is high
then can impact on the customers and their purchasing decisions.
Promotional channel: There are various organisations who focused on adopting best
marketing tool and promotional strategies for promoting particular products or services of the
firm at the market place (James, 2013). Cadbury firm is also considering this and find an
effective way to promote their products as it can be seen that they use innovative and creative
ideas for promotions of goods. It support in attracting number of customers towards company.
Product and service management: It is the moral responsibility of marketing department
to find the target market and decide audiences for setting an appropriate price of products and
services. Therefore, CADBURY is focusing on its marketing functions in which included the
listening about consumers needs or wants and also find their desired demands towards tastes and
preferences in chocolate as well as confectionery products in an effective manner.
P2 How roles and responsibilities relate to the organisational context
Marketing activities play vital role in developing the business operations in an
appropriate manner. There are various advantages of marketing tools that company can grab
opportunities by using effective techniques so that they can increase sales volume and generate
more incomes in effective way. In this included different areas such as advertisement, market
segmentations, promotional tools, target and positioning of the company.
Marketing manager play an important role in promoting the business in competitive
environment. They consider a survey process and market research for identifying the current
situations, competitors, customers choices, taste, preferences and needs so that company can
produce effective goods and services in an appropriate manner (Desai, 2013). It is the moral duty
of management to take correct decisions and actions regarding innovative products and ideas for
their development. CADBURY firm focus on its marketing functions for creating good quality of
products by analysing proper demand and needs of customers. There are numbers of competitors
in the market so Cadbury requires to adopt best strategies for creating innovative and unique
products with different tastes and varieties. It can be included various Chocolates flavours,
biscuits or cookies and many more. Here are defined some roles and responsibilities of the
marketing functions of CADBURY which helps in achieving competitive advantages in an
appropriate manner.
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Market research: In this consider an appropriate market research or survey that must be
necessary for analysing current situations, market conditions and trends in better ways. It is an
essentials for gathering information which helps to company in developing new ideas for
producing as well as developing new products and services. Cadbury also require to undertake
this study for analysing demand and identify competitors.
Transportation: It is very necessary to make strategies for selecting better transportation
facilities for the organisation in an effective manner (Durmaz, 2011). CADBURY also consider
this factor for distributing products and services to potential customers in an effective manner.
Therefore, they can use appropriate transportation techniques for saving costs or money as well
as reduce consumption of time by using Just In Time method.
Best quality of goods and services: It is an important factor that support in attracting
number of customers towards company. CADBURY firm is focusing on capturing market
through getting attention from targets audiences as they adopted best strategy of Total Quality of
Management within the firm for providing goods and services to customers in an effective
manner. It is an essentials for achieving long term benefits in the competitive environment.
Assessment of risk factors: CADBURY firm has to focus on reducing its risks factors by
adopting various methods and techniques. Uncertainties or risks can be occurred at any time
during running business and its operations. Therefore, for avoiding such factors, CADBURY
requires to adopt suitable techniques or strategies to minimise risks or uncertainties so that better
goals or objectives in an appropriate manner.
Product development: This is an also important functions which must be performed by
marketing department. With help of product development, company can increase its brand value
and create good position in the market in effective manner.
Human resource: Managers perform various activities for achieving success of an
organisation. The main functions of Human resource management is to motivate workers so that
they can help in increasing sales as well as generating higher revenues (Fazlollahtabar and
Aghasi, 2012). In Cadbury, in order to get high return on investment, it manufacture variety of
products and services at marketplace. For increasing productivity, HR managers conduct various
training and development program for employees and employers to enhance their skills and
abilities so that they can work with efficiencies. Apart from this, for increasing sales, they
employ high skilled candidates in marketing department who possess unique and innovative
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ideas to advertise its product and services. This process has done by using several techniques of
recruiting and selection method. They mostly use online method to recruit best talented
employee in marketing field having good personalities and communication skills.
Customer services: For acquiring secure position and sustainability at marketplace, a
company should be able to provide best customer services (Forte, 2012). It is most important part
of organisation in which managers are responsible to provide effective services even after selling
the products. In food sector, companies like Cadbury provide effective services concerning with
all demands and complaints of people on time. This process proves beneficial in building strong
brand image at marketplace by making good relations with customers. Therefore, due to best
service provider, this firm has achieve its desired goals and objectives successfully.
Administration: This department manage performance of all divisions as well as
formulate all related policies and strategies accordingly. In Cadbury, all departments work
together in order to provide best services to customers which helps in gaining their retention as
well. For better enforcement, administrators make rules and regulations which is amendable for
all workers so that they can work in an efficient and legal manner.
TASK 2
P3 Comparison of different organisations that applied marketing mix to the planning process for
achieving business objectives
The marketing mix is an important aspect in the organisation which consist by various
elements which support in making effective strategies for developing business. Marketing
planning is depends on these tools that support in achieving particular tasks or objectives of the
company. Every organisation wants to build strong market image or reputation so that they focus
on adopting best methods for better applications (Fırat, 2013). There are 4ps and 7ps included in
the marketing mix elements which helpful for every business organisation to sell maximum
products and satisfy individuals needs or wants. Cadbury company can develop or create best
strategies for promoting goods and services in the market. Different organisations applied these
tools or techniques for creating effective position among competitors as they can beat with them
with the help of this. CADBURY firm try to become a global leader in confectionery food or
items so they concentrate on marketing mix tools to make better decisions regarding adoption of
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strategies for marketing of products or services so that they can achieve business goals and
objectives.
There are some comparison between CADBURY and Mc Donald's as how they are
applying several strategies and tools for promoting their food products in the competitive
environment. They are using several methods for creating awareness so that huge audiences can
be attracted towards organisation (Gertner, 2011). Both are popular brand and have good image
in the market so it is necessary to focus on customers requirements and their behaviour of
choices. These companies are leading an international market by serving its product at various
countries in the world.
Marketing mix tools CADBURY Mc Donald's
Product Products are defined as the items
and any material which are serving
by firm as Cadbury provide various
products such as biscuits,
chocolates bars, crème egg, ice
creams, desserts and many more
confectionery items in the market.
It is a chain store or restaurant
which is exist in various countries
all over the world. It deals in
providing food materials such as
fast foods including burger, French
fries, hamburgers, soft drinks,
variety of shakes, cold and hot
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Illustration 1: Marketing mix 2017

coffee at the marketplace.
Price It is concern with specific amount
which paid by customers in
exchange of goods and services
(Hamilton, 2011). Therefore, it is
famous organisation who serve
number of items at reasonable cost.
Cadbury charge minimum price on
its products as in the UK, it sells
chocolate only for pound 2. it use
several strategies such as market
penetrations, competitive pricing
and cost leadership for effective
price making.
Mc Donald's is a largest firm so its
product's prices are high as
compare to Cadbury. This firm
provide proper facilities and
services to the customers as air
conditioner restaurants, minerals
water and good infrastructure so
that it charge high price that covers
all expenses. They use cost factors,
competitors based strategies for
making pricing and its strategies.
Place In this defined the a particular
areas or locations for transferring
goods and services. Cadbury is a
multinational firm so it serve
products across the country as it
has covered wide market area
through selling goods at global
level. This firm is using effective
and efficient distribution network
for delivering goods at rural and
urban area.
Mc Donald's is big brand so it
provide goods and services in only
urban areas (Joshi,k 2012). Their
targeted location is only big or
developed cities because owner
thinks that rural areas is not
suitable due to expensive services
or products.
Promotions In this included several important
marketing activities including
advertisement and promotional
tools for particular goods and
services as Cadbury focus on its
This organisation spend very less
amount in advertisement as they do
not consider this for promotion.
They use attractive offers or
occasional scheme to promote
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marketing and promotional channel
for developing the business. This
organisation spend huge funds for
promoting products or services as
they use TV, Commercial ads,
posters, hoardings, celebrities
endorsement for increasing sales in
the market.
products and services.
People Stakeholders are key personnels
for every firm as in this involved
customers, investors, employees,
suppliers or other persons (Khan
and Adil, 2013). Therefore,
Cadbury give importance to its
stakeholder and always ensure
about their satisfactions level. They
focus on proper staffing and
provide adequate training &
development programs so that
better quality of products can be
produced and satisfy to consumers
for building good relations among
them.
This firm provide food items or
stuffs to customers so they give
less importance to its stakeholders
and more value to financial profits
and revenues of the organisation.
Process In this involves procedures of
productions of goods and services
and deliver these to the consumer
(Lamb and Hair, 2011). Cadbury is
a confectionery brand so it follows
effective process for manufacturing
hygienic and organic products by
Mc Donald makes its food
processes more transparent for the
purpose of social safety or security
regarding health issues.
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considering consumer health. Their
procedure is different from others.
Physical evidence It is last component of marketing
mix tool as in this consider various
physical resources and
environment of the company
(McDaniel, 2011). Cadbury also
focus on this element and provide
such facilities while transferring
goods or services to the customers.
Mc Donald's is one of the biggest
firm so it spend lots of funds in
providing better facilities to the
consumers including clean floor,
good infrastructure, sitting
arrangements, wash rooms,
mineral water and many more to
the clients.
P4 Produce and evaluate a marketing plan for CADBURY
Marketing plan consist of various things such as mission, vision, objectives, business strategies,
budget etc. This plan is formulated at the time when firm deals in new market in order to make
things appropriate (Lehmann and Bengart, 2016). Various aspects and components are include in
marketing plan of Cadbury which are defined as follows:
Vision of Cadbury:
"Working together to create brands people love"
It states that administration work as a team and creates such goods and services that
makes people love the brand.
Mission of Cadbury:
"Says simply, 'Cadbury means quality'; this is our promise. Our reputation is to built upon
quality; our commitment to continuous improvement will ensure that our promise".
It states about collective working & their quality of product (Lin and Wang, 2015).
Management wants to satisfy their customers by offering them high quality goods.
Objectives of Cadbury:
These are the blue prints which assists business of firm to grow & develop in an effective
and efficient manner. Objectives of Cadbury are as follows:
 Main objective is to become world's biggest and best confectionery company.
 To produce lots of chocolates.
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