Cadbury Marketing Essentials: Roles, Responsibilities, and Strategies

This report provides a comprehensive analysis of Cadbury's marketing strategies, roles, and responsibilities within the context of the market environment. It delves into the key functions of the marketing department, emphasizing data collection, customer satisfaction, and social media management. The report explores current and future marketing trends, highlighting the importance of adapting to changing customer mindsets and preferences. It examines the development of strategic marketing plans, market research, and brand equity, and it discusses the interrelationship between marketing and other organizational functions, such as finance. The report also includes a critical evaluation of the marketing function and its relationship with other functional units within Cadbury. The report covers areas like marketing information systems, monitoring of the market environment, market strategies, and the significance of brand equity. It also touches on the importance of the marketing department in Cadbury's financial operations.

MARKETING
ESSENTIALS
CADBURY

Table of Contents
Activity 1................................................................................................................................3
Key roles and responsibilities of the marketing function...........................3
Roles of responsibilities of marketing in the context of market
environment....................................................................................................................5
...............................................................................................................................................6
Roles and responsibilities of marketing relate to the wider
organizational context................................................................................................6
Significance of interrelationship between marketing and other
organisational functions............................................................................................7
Critical analysis and evaluation of the key elements of the marketing
function and its relationship with other functional units...........................8
References.....................................................................................................................10
Marketing is the process of promoting products and
services of an organisation and its functions in order to enhance
the sales and productivity. This process is carried out by
marketing department of an organisation. The marketing
department plays a vital role in the development of new
products, marketing strategies, customer relationship etc. which
are essential for firms in order to survive in the market. Mainly
marketing department is responsible for improving the
performance of products and services in the market by using the
promotional and advertisements techniques.
Cadbury is a British multinational confectionery
company which is a subsidiary of Mondelez International. The
company's headquartered is in West London and operating its
operations in more than 50 countries. The company is dealing in
various types of food and confectionery products.

Activity 1
Key roles and responsibilities of the marketing function
Marketing department is very essential for any
organisation which performs its role and responsibilities of
promoting the company and its offerings for improving the
sales and profit of the organisation. The taken company i.e.
Cadbury also has an efficient marketing department who is
contributing their maximum efforts for improving the sales of
the company in order to earn high profit. The marketing
department of the Cadbury is also doing research of the market
for determining the trends of the market as well as of their
targetted customers in order to supply the products accordingly.
This department is also developing the promotional strategies
for advertising and promoting the products of the Cadbury to a
large number of people for attracting them towards the offerings
of the company. Some of the roles and responsibilities of
marketing are discussed below:
Data collection regarding trends: It is a most important
role of marketing department in which they gathers the data and
insights from the market regarding the trends of customers.
Through these information and insights, they can develop
proper strategies for improving the performance and
productivity of the company in the market. The marketing
department of Cadbury analyse the market for gathering the
information regarding the competitors, products etc. so that the
strategies can be developed accordingly. For example: The
marketing department of Cadbury determined the trends among
the customers regarding the chocolate biscuits using the insight
of the market due to which company was able to provide its
chocolates to the youth effectively.
Customer satisfaction: It is also the responsibility of the
marketing department to ensure that the customers are satisfied
by the products of the company. The marketing department of
the Cadbury is using promotional activities and surveys for
ensuring the satisfaction of customers. Through the surveys and
promotional activities, departments gathers the ideas and
suggestions from the customers which will enhance their
satisfaction level. For example: The company is using various
social media accounts which are named as per the country in
which the operations of company are running. Through this,
company is ensuring that the customers are satisfied with the
products by using the feedback and suggestions from customers
through these social media accounts

Monitoring and managing social media: Marketing
department of an organisation needs to choose the suitable
platform for the promotion of new products. This is essential for
making the people aware regarding the new products of the
company (Desai, 2013). Marketing department of the Cadbury
is using social media and websites for promoting their products.
Due to these channels, products of the company are promoted to
a large number of people which is helping the firm in getting a
high competitive advantage over the competitors such as Nestle,
etc.
Preparing strategic marketing plan: Marketing plan is
a document in which achievable objectives are developed for
determining the future course of action. Marketing department
of Cadbury is developing effective marketing plan for achieving
new heights and growth in the business in the upcoming future
time period. The marketing department of Cadbury also needs
to ensure that the marketing plan is aligned with other
departments' plans of the company.
Current and Future Trends
Current trends in marketing are the previous trends
which are modified according to the requirements of marketing
department and organisation. Cadbury is using various methods
for marketing their products such as Social media platforms like
Facebook, Instagram etc., retargeting campaigns for attracting
the target segment, emails which are sent to targeted segment,
video and images advertisements on internet etc. The trends and
technology is changing rapidly due to having dynamic nature
and along with this, customer's mindset is also changing (Hsu,
2011). These are influencing the firms in modifying their
products according to the trends and mindset of customers so
that a large number of people can be attracted towards the
products of the company. The company is currently focusing on
a particular segment but it needs to change their focus on the
single individuals in future time for enhancing the sales in the
competitive market. This shift is necessary for Cadbury as
instead of satisfying the market, the company should satisfy
their customers so that the company can sustain in the global
market.

Roles of responsibilities of marketing in the context of
market environment
Marketing environment refers to the process of
developing and implementation of various concepts of
marketing such as pricing, promotion, distribution of the
products etc. Through these concepts, organisations can target
their potential customers to whom the products of the firm will
be provided. By providing the products to customers based on
their needs and requirements, company can retain them for a
long period of time in order to stay ahead of their competitors
(Clow and James, 2013). The marketing department plays some
roles in the market environment which are discussed below:
Market strategies: The main role of the marketing
department of Cadbury is to develop marketing plans and
strategies for determining the needs and demand of their
targetted customers so that products and services can be
provided accordingly. Through this, company can ensure the
satisfaction of their customers which will assist the firm in
maintaining balance among the market opportunities and
organisational goals. Whereas developing strategies without
considering the needs of their customers can negatively impact
the firms in terms of reduced sales, profit etc. as the products
are not satisfying the needs of customers.
Marketing information system: This tool is used by the
marketing department of the Cadbury for getting the appropriate
information regarding the company’s product, planning,
employees’ performance etc. Through this tool, marketing
manager can implement and control the strategies developed by
the marketing department in a desired manner (Daniel, 2011).
For example: Marketing department get the information of the
logistics on a real time basis due to which the manager can
monitor the distribution network in an effective manner for
providing the products to the customers in the desired time.
Monitoring of market environment: The marketing
department of Cadbury also determine the taste and preferences
of their customers before new developments. Through this,
Cadbury can develop their products according to the demand of
customer and market which will assist the company in
achieving huge sustainability in competitive marketplace. These
new developments consist of market trends, social factors,
political and economic fluctuations etc.
Marketing research: It is also necessary for marketing
department to conduct market research for determining the
trend and needs of the market as well as of customers. Through
this market research, Cadbury can determines the taste and
preferences of their targetted customers for providing the
products effectively. For example: Cadbury saw the opportunity
in the organic chocolates market by using the market research
and developed new organic chocolates which are manufactured
by using the help of Green & Black which is a British chocolate
company. The market research takes more time and money
which is also considered as negative impact.

Brand Equity: This is also an important task of the
marketing department through which they improve the brand
equity and image of company in the competitive marketplace.
This is also done by the marketing department of Cadbury in
which they influence the customers for purchasing the products
of company (Cabrera and Williams, 2014). This is done by
using the promotional tools such as TV advertisements, social
media marketing etc. This influence is necessary in order to
improve the existing brand value and image of company.
Roles and responsibilities of marketing relate to the
wider organizational context
Cadbury is a huge firm having operations in more than
50 countries. The company is handling their business operations
throughout these countries through the help from their various
departments. These departments such as Marketing, production,
Human resource etc. provides their maximum contribution and
efforts for achieving the desired organisational goals. The
interrelation of marketing department with other departments is
discussed below:
Marketing and Finance: Finance department is
responsible for providing the required funds to other
departments in order to ensure the smooth running of the
business operations and activities. The finance department of
Cadbury needs help from the marketing department for getting
the information regarding the suitable mode of getting financial
help (Brooks and Simkin, 2012). The marketing department of
Cadbury analyse the market situations and alternative of
mortgage loan provider and convey the results to finance
department. The finance department then takes the decision
based on results of marketing department. Marketing
department also provides the estimated future expenses to
company by using the market surveys through which the funds
can be collected for future purposes.
Marketing and Sales: Sales department is responsible
for planning the selling activities in order to improve the sales
of the company. The sales department of Cadbury needs
assistance of marketing department in order to determine the
suitable channel for attracting the customers. This is necessary
when a large number of marketing channels exists in the
market. The marketing department provides the information of
promotional tools and channels which can be used by the sales
team for improving the sales of the company and its products.
These channels and information is essential for the sales team in
order to ensure that the customers are finding the products of
the brand easily without confronting any difficult situation or
problem.

Marketing and Production: Production department in
an organisation is responsible for managing the manufacturing
process in order to produce the products. Marketing department
of Cadbury provides the insights of market to the production
department such as taste, preferences, needs, demand of the
customers so that production department can manufacture the
products accordingly. Marketing department also provides the
information regarding the demand of products in market by
using the analytical tools such as Google. Through this, suitable
quantity of products are provided to the distributors by
production department for continuous flow of business
operations.
Marketing and Human Resource: HR department of an
organisation is responsible for hiring, terminating, performance
appraisals of the employees so that the business operations can
be carried out efficiently. The HR department needs help from
marketing department in order to post or publish the job
advertisement for attracting huge number of potential
candidates who can performs their role effectively without
facing any issues (Ahrens, 2011). The marketing department of
Cadbury publish the job vacancies of vacant positions on the
suitable social media platforms such as Facebook and on job
portals such as Indeed.com, Monster hunt etc. Through this, a
large number of customer get the information regarding the
vacant position of the company. The HR department then
interview the candidates for selecting the suitable candidates
from a pool of applicants.
Significance of interrelationship between marketing
and other organisational functions
The interrelation of other departments with marketing
department is necessary for the Cadbury so that effective results
can be generated. This interrelation is also essential for the
company in enhancing the sales and productivity for sustaining
in the market over a long period of time as marketing
department can provide the suitable data to other departments so
that they can work according to the data while providing
products to customers (Berkowitz, 2016). The other
departments of Cadbury should work properly with the
marketing department so that appropriate information can be
collected for effectively providing the products to customers.
For example: Marketing department analyses the needs and
demand of customers and convey these to production
department. Through this information, production department
can produces the product accordingly for satisfaction of
customers. BY using the help from marketing department,
Cadbury can improve its market share as well as market
position as the products can be provided according to the taste
and preferences of customers which will also assist company in
accomplishing high sustainability in the highly competitive
business environment. Due to the dissatisfaction among the
customers, brand image of the company can degrade which can
also impact the market share and position of the company in the
market.

Critical analysis and evaluation of the key elements of the
marketing function and its relationship with other
functional units
There are mainly 3 elements of marketing function which are
essential for the success and effectiveness of the marketing
department. These 3 elements are discussed below:
 Research: It is an essential role of marketing department
in which they gathers the data regarding the future
trends of market by analysing the past and present
trends. The market research is dynamic in nature due to
which Cadbury can face problems in determining the
future trends which can vary with real situations and
also the market research consumes more time and cost.
Cadbury can avoid this problem by setting up a new
division in which the research work will be carried out
in order to save the time and cost of the firm.
 Planning: After developing suitable marketing strategy,
next work which must be done by marketing department
is planning for taking the right course of action.
Marketing department of Cadbury is using the
marketing plan which involves sales forecasting,
financial planning, communications strategy etc. The
problem for implementing this plan is situations varies
with time due to which the activities may not be
executed on time. Cadbury can overcome this by setting
time variables for short term goals so that these goals
can be achieved.
 Strategy: It is also an important work of marketing
department in which they develop the marketing
strategies for carrying out the marketing activities.
Through the proper marketing strategies, Marketing
department of Cadbury can promote the products
efficiently which will help the company in achieving
higher competitive advantage. The major issue with the
marketing strategies is that they should be creative and
innovative for attracting the customers. Marketing
department of Cadbury can hire new staff having
sufficient technical and innovative skills who can
provide their unique ideas for developing new market
strategies.
By using these 3 elements of marketing function, marketing
department can perform their work properly as well as can
eliminate the problems which can occur during the promotion of
products.

References
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