Marketing Essentials Report: Cadbury, Marketing Functions and Strategy

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This report provides an in-depth analysis of marketing essentials, using Cadbury as a case study. It begins by outlining the key roles and responsibilities of marketing functions, including product planning, standardization, transportation, promotion, pricing, and branding. The report then explores the roles and responsibilities of marketing within an organizational context, examining the interplay between the marketing department and other departments such as finance, research and development, production, IT, and human resources. Furthermore, it delves into the marketing mix, considering it within different organizational contexts, and concludes by outlining the creation of a marketing plan. The report aims to provide a comprehensive understanding of marketing principles and their practical application in a real-world business scenario, offering insights into how companies like Cadbury develop and implement marketing strategies to achieve their objectives.
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MARKETING ESSENTIALS
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing with organisational context....................................3
TASK 2............................................................................................................................................6
P3 Marketing mix with two different organisational context.....................................................6
(source: DO you know your marketing mix, 2017)....................................................................6
P4 Creating a marketing plan....................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
In today's world scenario every company whether its large or small, each entity is going
towards marketing to increase sales which leads towards their goals and objectives although
make themselves to earn profit in great manner. Nonetheless, it is a concept which also lead in
advertising, promotion and also distribution of various products and services in proper way
(Dibb and Simkin, 2013. Marketing although depend on the research part it is required to have
identification of needs and wants of customers so that accordingly the marketing manager make
plan to attract the consumer
and help firm to increase sales and earn profit with it. The report is based on Cadbury, it is
largest chocolate selling company across the globe, firm was found by John Cadbury around in
year 1824. entity is having a staff of approx. 71,500. although assignment will include the roles
and responsibilities of marketing functions and how they are also related with organisation
working scenario. Apart from such, it will also discuss about the marketing mix with different
business. Normal, marketing plan is that which is required to be formulated as proper strategies
of marketing.
TASK 1
P1 Key roles and responsibilities of marketing functions.
Marketing is that concept which has a great role in their growth and success of business
organisation and it is such which aid to their deliver in their product and direct to end users too.
Marketing functions is specifically used by every kind of company and with this they look
forward to increase the sales of their product and make aware about their product and services to
millions of people. Moreover, main concern of enterprise is too make profits by satisfying their
customers with their product in better manner as well (Wirtz, 2012). Normally, marketing is used
to increase demand of product and to provide satisfaction level to those in right context.
Furthermore, it also lead to have increment in standard of living of society which directly make
them to spend some amount in market. Hence marketing do have a some roles and
responsibilities:
some of roles and responsibilities of marketing functions are as follows:
Product planning and development: When firm decide to have a new product in market
and for such they chooses the best promotion technique so that they can make aware about their
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new product in market. Hence, Cadbury is one of the oldest form of chocolate which satisfy the
need and demand of customer too. Even, firm go with having research of market and according
to such entity produce product and services as well. Therefore, marketing is also being used to
attract the millions of people to earn higher profit too. In this competitive edge of market it is
required to being many innovation and creativity in their existing product which can satisfy
consumers needs and wants.
Standardisation and grading: It is such which help to determine the size, quality and
design in better manner and thus it is done in aspect of particular products. Moreover, with such
thing attraction point can be created and sales can be made possible for samples. For instance,
traders make order after looking at samples. Furthermore, same characteristic are there which
needs to be placed in right category and grade too and it is known as grading. Generally,
customers are rationale in nature and purchase those product which can satisfy their items in
right prospect too (Pike, 2015). If consumer are receiving the product of “A” quality then they
will not have any kind of doubt in their mind that they have been served low grade product.
Hence grading is such which make the sale scenario in ease manner and manipulate firm to earn
higher income.
Transportation: Normally, manufacturing, sales and consumption of item cannot be
done at single place. Although transportation is needed concept in organisation as this help in
making customer convenience to use their product and services in better manner. Hence,
production is done at some place, sales is done at another place and consumption is done at
another place. As transportation is that which help company to deliver their product and services
from one place to another place in proper way. For instance, private vehicle like coca-cola, Pepsi
are example of transportation.
Promotion: Promotion is such which help Cadbury to inform millions of people about
their product and services in market, attract and encourage them to buy their product in great
way and make themselves satisfied. This concept is being done with help of few criteria and
some of those are as (Advertising, personal selling, sales promotion and even publicity as well).
These all are done to increase the sales of Cadbury and to earn higher profit as well (Lamb, Hair
and McDaniel, 2011).
Pricing of product: Pricing is the main factor which needs a lot time to make it fix over
a product. Research of market thus help company to set their prices in proper manner and thus
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price is normally set by including different factors like cost, rate of profit, compting product and
government policies etc. moreover price should be such which does not make people to ignore
the product. In other ways product price should be set at reasonable so that firm can earn higher
revenue with customer satisfaction over goods.
Branding: Therefore, every company like Cadbury needs to have some identification of
their product in market so that customer can recognize the product with his name, logo and size
with colour too and such thing help to make comparison of one product with another of different
company (Berkowitz, 2016). Providing a name and logo to a good is known as Brand. When the
such word comes the people of society make perception that it will be of quality and they spend
their income on those product too. Brand is being registered under the trade mark act, 1999.
Moreover, with roles and responsibility of marketing functions they also have some purpose of
it.
Purpose of marketing:-
Marketing does help in keep going with the pace of market and work according to needs
with wants as well which leads to know the taste of buyers too. Research is that which
help company to change their priority and work according to the market requirement.
Cadbury does also bring innovation and creativity in their product and services which
help in attracting large customers and make firm to earn higher profits as well.
Hence, Marketing is that which also help in enhancing the expansion of economy with
several functions and thus it will be like advertising, personal selling with planning etc.
although this is something which also generate the job opportunity in great way for
different people with accelerate and advancement of organisation as well.
Marketing is something which help company to earn higher profit in great way and thus it
also make customer to get attracted towards their product and services which directly lead to
make firm to earn higher profit and productivity as well.
P2 Roles and responsibilities of marketing with organisational context.
Marketing is that which has various roles and responsibility for the organisation. Cadbury
thus also uses the marketing concept as when they introduce new product in market or to provide
some another information related to their firm or goods. In organisation there are several
department in organisation which work with coordination to complete the task and activities on
time in effective way. Apart from such, while marketing function is going on it is needed for
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managers to look forward to every department and work with them so right direction of working
can be done which lead for organisation to attain their goals and objective in better manner.
Normally, in many enterprise the every department does not work together and they face losses.
Some of the department in organisation which in need to have working in coordination way.
Finance Department: In every organisation, finance is something which is required to
have other things in proper flow, therefore the management staff of firm also manages financial
things with resources in great way to accomplish the higher profit. Finance division should be
there in company as this help them to provide accurate amount of money in number so that
technology can be used and with this opportunity in market should needs to be grab for having
success in future too (Perreault, 2010). For marketing the department also have a budget and
according to such they chooses the better promotion technique which can help them to attract
large number of customers. They prepare budget and according to such expenses are being made
which help to produce an income statement in organisation. These are those which include the
balance sheets, fund flow with reserves of firm. Although finance department update themselves
on time so that they can use new account reporting technique.
Research and development department: Cadbury is having a large team of research
and development, even they make such on regular basis as because with time the taste and
preferences of customer do changes as well. Research is that which help firm to identify the
needs and wants of consumer in different situation context and according to their demand,
desires the product and services are bought out. For instance, research does also help industry to
make proper strategy and decision which help entity to get stable in market. Therefore, the
enterprise can also earn higher profit and can increase the productivity in great way and even
planning should be implemented in right way and for such they need skilled and better team for
implementation as well.
Production and operation department: It is that division of Cadbury which needs to
have a proper focus on resources, so to have minimisation in wastage of resources in better way.
This department works with research and development as knowledge of customer needs with
wants should be there which help in producing product according to their requirement in great
manner and although while production various technique and method should be used to reduce
the wastage with defects in goods as well (Papasolomou and Melanthiou, 2012). Minimisation of
cost can make firm to set the reasonable prices. For instance, there are few things which needs to
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be managed in proper way and thus effective utilization is also required to satisfy their customers
in grand way as well. Cadbury do manage their quality on timely basis which satisfy the ultimate
customer.
Information technology: This division is such which help to provide the sources, tools
and equipment which is related with advance technology. This is such which can make company
to improve their business activities and task in correct format too. In Cadbury various advanced
technology is being used to have a proper working in organisation and even innovation and
creativity can also be bought with manufacturing and accounting bills as well. It is required by
manufacturing company to implement the different technology in company which provide
effectiveness in having manufacturing policy and procedure.
Human resource department: These are being considered as the main aspect of
organisation and thus make workforce to have an effective working too. This department make
many strategies and policy for human resource which needs to exchanged with top executives
and can bring positive environment in company (Jones and Rowley, 2011). Moreover, this is
something which provide training and development and assistance which lead to learn new skills
and knowledge. Therefore, if people are there which can make to have promote and advertise in
market, and even they can earn higher profit as well. Hence, it is a responsibility of human
resource department has required to recru right context and required to polish the skill and
knowledge in proper manner too. Normally, HR manager is that who can manage every working
in great way.
Marketing department: This department is that which has the responsibility to increase
the sales of company so that they can earn higher profits in better manner. Marketing include
various promotional techniques which help firm to make aware about their product and service to
large population in right context too. Finance department of Cadbury by themselves take out
money from budget for marketing as, such company is serving millions of people across the
globe and they need effective marketing technique so that they can attract various kind of people
towards their Chocolate (Mihart, 2012). The content and innovation in marketing should be in
such a way that it automatically attract people towards add and make them to buy it. it the skilled
and able employees needs to work hard which can make them to accomplish the effective
manner. Although, firm also look forward to have quality training and development in right
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context and required to polish the skill and knowledge in proper manner too. Normally, HR
manager is that who can manage every working in great way.
Hence, marketing is thus which also plays an effective role in wider context too and thus
it makes them to have an proper working in organisation and allow them to earn higher profits as
well.
TASK 2
P3 Marketing mix with two different organisational context.
Marketing mix are those thing and tactics which can make them to promote various
product in target market as well. It can be said that specifically marketing mix is a set of actions
which help in attaining and reaching the large group of consumers in better manner within the
time context as well (Desai, 2013). Although, it is required to have a perfect marketing mix
which can help in marketing plan as well which will be having higher competitive edge too.
Generally, these mix help company to attain their working in right context and make them to
earn higher profit.
Illustration 1: Elements of marketing mix
(source: DO you know your marketing mix, 2017)
Moreover, the marketing mix is that which is being used by many other companies and thus two
different organisation and their comparison are as follows:
Basis Cadbury Nestle
Product A Cadbury is having various Nestle is something which is
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product in market and such
thing help them to earn higher
profits in great manner. It is
something which has the
business organisation
responsibility to serve quality
product to millions of people
as well. Normally, the product
of Cadbury is having different
like chocolates, beverages,
desserts and biscuits too.
under the top brands in
chocolates, they do have
various products in market and
somewhere also get success in
making customer satisfied.
Company also make a target
market and to whom they
serve great product as well and
thus it make them to have
attainment of their goals and
objective. Some of the product
of Nestle are baby food,
breakfast cereals and bottled
water etc.
Price Cadbury, make research of
outer market and according to
such they set the prices of their
different product. Even the
customer are rationale in
nature and they want proper
satisfaction from their money
they have spended on product.
The Cadbiry provide quality
product to customers as they
know that consumer should be
satisfied and will become
existing customer for longer
period too.
Price should be reasonable not
so high and not so low a good
price which a people can spen
Nestle set their price according
to their cost occurred in
production of their product in
higher manner.
Prices of Nestle is quite higher
then Cadbury and such thing
make people to ignore the
goods and services of such
thing as well. Satisfaction level
in customer should be there
related to price as this make
them to have proper earning in
market. Moreover, prices are
such which help in making
comparison in great way and
thus they change their price
according to market scenario
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on such. as well.
Place Distribution of product at right
place plays an exemption part
in making customer satisfied.
The product of Cadbury
should be available at every
place so that every single
person can eat and can buy
their product in better manner
too. Moreover there are
various kind of distribution
strategies and some of those
are as intensive, exclusive and
selective distribution and
franchising in great way.
Cadbury is such which provide
their product at every place in
every region in great manner
and thus it make them to earn
higher profit as well.
Nestle is something which
does provide their product and
service to every place and thus
it make them to earn better
working as well. Different
product of nestle are not
available at every place and
even they have higher prices
then Cadbury too. Place does
plays an important role in
satisfaction level of customer.
It is required that product to be
convenient in reaching and
every people can buy their
product in ease manner but
nestle products are available in
different regions but not in
every region too.
Promotion Cadbury chooses the
marketing technique according
to their product. If company is
bringing new product in
market then they will choose
market according to such only
and thus if innovation and
creativity has bought up in
goods and services then
accordingly, they choose the
Nestle is such which also
chooses the promotion
technique according to the
product and they are that
organisation who look to earn
higher profit and doesn't try to
satisfy their customers in
proper manner as well and thus
it make the company to
perform according to such
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marketing too. Promotion is
such which help to increase the
sales part of company and thus
make them to earn higher
profit as well, this is
something which has to be
done in right prospect and thus
it will make firm to attain their
goals and objectives too.
only. They choose the best
promotion technique which
can help them to make aware
about their product in market
as well.
People This is something which
involve different activities and
task as well. Thus the Cadbury
make different product
according to the requirement
of customer and their needs
and wants as well. Moreover,
it has seen there that human
resource who is working in
firm has a dress code which
they have to follow and
required to reduce the cultural
diversity at the workplace.
This is something which
provide training and
development to different staff
and thus proper skills with
rivals are required to perform
well in organisation.
Although they have a liability
to undertake various activities
This is the company which is
profit earning oriented and
thus deliver the products
which they produce in
company and thus such thing
lead to have in better
organisation centric as well.
Moreover, it is required to
motivate their people to work
hard and thus it can make firm
to attain their goal and
objective.
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