Marketing Essentials Report: Roles and Responsibilities

This report provides a comprehensive analysis of Cadbury's marketing strategies and functions. It begins with an introduction to marketing, defining its core concepts and emphasizing its role in business management. The report then delves into the key roles and responsibilities of the marketing function, including marketing planning, exchange functions, product design and development, product distribution, standardization and grading, financing, risk-taking, packaging, labeling, branding, customer support, and marketing information. Each function is examined in detail, highlighting its importance and how it contributes to Cadbury's overall success. The report further explores the relationship between the marketing department and other functional areas within the organization. Finally, the report includes an analysis of Cadbury's marketing plan, comparing it with other organizations and concluding with a brief marketing plan for the selected organization. The report is based on the academic year 2018/19 assignment brief.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context.........4
ACTIVITY 2....................................................................................................................................7
P3. Different ways in which an organisation can apply the marketing mix to the planning of
marketing process in order to achieve objectives of business in a particular manner............7
P4. Basic marketing plan for the selected organisation........................................................14
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing is defined as activity, collection of institutions, procedure for creation of
communication, delivering and exchanging offering which has value for users, clients,
customers, partners and society (Achrol and Kotler, 2012). It is also called management process
which is responsible for identification, anticipation and satisfaction of consumer requirements for
profit gain. This refers activities which are interpreted by corporation for promotion in order to
sell and buy goods and service. This consists of selling, advertising, delivering goods to
customers, business and others. Marketing is management and study of exchange relationships.
It is considered as important components of business management. The given report is based on
Cadbury which was founded in 1824 by John Cadbury at London, United Kingdom. It is
regarded as international confectionery company which is operating business in more than 50
countries globally. There are various category of Cadbury products such as bars, rolls, beverages,
desserts, ice cream and others. It is regarded as second largest brand in terms of confectionery in
world after Mars. This is mainly known for Creme Egg, Roses selection box and Dairy Milk
chocolate. There are more than 80000 employees working in such organisation. The main aim of
preparation of such report is to know about roles of marketing and their interrelationship with
other functional areas. It also covers comparison of marketing mix of both different organisation
and marketing plan.
ACTIVITY 1
Covered in Booklet
P1. Key roles and responsibilities of the marketing function
Definition of Marketing
According to Philip Kotler, “Marketing is regarded as an social and administrative
process through which groups and individuals get what they desire and need by offering,
generation and exchanging goods and services with their equals value (Aschemann-Witzel, de
Hooge and Normann, 2016).
According to Michael Porter, “Marketing theories has formulated for those who want to
start their new venture in market. It analyse five forces such as competitors, substitute, new
entrants, buyer and supplier powers. It is tools which is used for marketer's strategy which is
used for assessing level of competitive intensity in industry.
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According to Jerome McCarty, “Marketing is based on 4P's of marketing mix such as
product, price, place and promotion. As per author, marketers can make good plan and improve
their operating outcomes with use of proper variables and combination”.
Role of Marketing Functions
Marketing functions plays an effective role in promotion of business and mission of firm.
This assist in serving face of organisation, coordination and production of materials which is
representing business. The marketing function is to reach out to consumers, community,
investors and prospects for creating image in market (Bai and Chang, 2015). Cadbury is large
brand in competitive market, so it marketing function role to enhance business and sustain
growth and profits.
Key Roles and Responsibilities of Marketing Functions
There are different functions of marketing which has different roles and responsibilities
which are described below:
Marketing Planning- For achievement of objectives of firm, Cadbury manager need to
make effective marketing planning. It consists of vision, mission and strategy of business so that
goal can be achieved. For instance, Cadbury want to raise market share by 25% then in this case
plans should be made for effective promotion and production to increase sales and profits. The
role of manager for marketing planning function is to do proper research regarding plan and
products of organisation and responsibility is to implement those strategies in practical life for
goal achievement.
Exchange Functions- The functions of marketing include buying and selling of goods
which is exchange. This function ensure that respective organisation is providing sufficient
quantities of products for meeting consumer need and demand (Baker and Magnini, 2016). It is
supported through personal selling, advertising and sales promotions. Here, role of manager is to
store sufficient quantities of products for their consumers whenever required and responsibilities
is to make them available whenever they require to fulfils their needs and demand in effective
manner.
Product Designing and Development- It is very important function of marketing where
product designing and development is to be performed which helps in making products attractive
for their consumers and increase in selling. Due to rise in competition of confectionery industry,
it is very essential for Cadbury to design product, their shape, style, suitability. For such function
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of marketing, manager of respective organisation has role to analyse and research properly
regarding designing of products and services for their consumers. The responsibility is to choose
best method for product designing which should be very attractive and creative for attracting
large number of consumers.
Product Distribution- It is the function of marketing where products should be
distributed in market or consumers. The proper distribution channel should be followed Cadbury
so that each and every users can get products whenever they required or demanded. In order to
carry this function, manager's role is to search proper channel through which they can distribute
product or reach to final consumers (Blythe and Martin, 2019). The responsibility of manager is
to dispatch products in safety and proper manner by maintaining quality and reach to target
consumers timely.
Standardisation and Grading- Standardisation is defined as determination of standards
on basis of design, colour, size, weight, quality, raw materials and others of products. Through
this sale can be made on sample basis. By looking at sample, trader place order for large
quantity. After standardisation, grading should be given to product which can be high as well as
low dependent on quality. If Cadbury earn high grading then selling can be done easily. In order
to standardisation and grading of products, manager should plays an effective role and
responsibilities for their goods and services. The role of manager of Cadbury is to check team
whether they maintain standards or not while manufacturing products. Similarly, their
responsibility is to implement standards for product while production is performed.
Financing- This functions involves to provide credit to consumers or members. In
marketing financing plays an effective role for better outcome. The manager of Cadbury need to
decide about their loyal and regular consumer in order to provide them product at credit basis
(Burns, Bush and Sinha, 2014). Only such facilities is available for daily customers. The
manager's role is to check their status while providing products at credit basis to individuals and
their responsibilities is to maintain effective relationship with their organisation so that they can
buy goods and services from particular place.
Risk Taking- It is also essential functions of marketing. This is uncertainty of consumers
about purchase of products which is resulted from marketing and creation that individuals can
purchase in future time period. Cadbury need to take risk in order to survive and sustain in
competitive market. The role of manager is to analyse market in order to know about
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requirements of consumers. Information availed through analysis can help manager to carry
responsibilities of production, distribution and others so that risk bearing can be low and
respective organisation can gain profit, growth and sustainability.
Packaging Labelling and Branding- Packaging is the designing and package of
products, labelling is defined as putting information on covering products. Both packaging and
labelling are promotional tools which helps in rising profits and gain in market (Clow and James,
2014). Similarly, branding helps in distinguishing common product from other brand. Cadbury
need to focus on packaging, labelling and branding functions of business so that they can grow at
marketplace. The role of manager is to make creative packaging, labelling and branding in
market for attracting large number of consumer so that they purchase large quantity of products.
Similarly, they have various responsibilities for carrying such function. They need to analyse
packing, labelling and branding of their competitors and make more creative and attractive from
authority.
Customer Support- It is regarded as crucial functions which involves pre sales, post
sales, customer complaints handling, consumer information, technical services and others. If any
consumer face problem regarding any product or other matter, then it is responsibility of those
organisation from where they have purchased products to solve their query. The manager role is
to analyse issue in best possible manner and responsibility is to provide solution to arise issue so
that result can be achieved.
Marketing Information- For this function, role of manager of Cadbury is to identify
want, demand and need of consumers so that better marketing of products and services can be
done to achieve goal and objectives. This also help them to identify internal strength and
weakness of organisation. Here, responsibility is to make best strategies for business in order to
grab opportunities in best possible manner (Ellis-Chadwick and Doherty, 2012).
P2. Roles and responsibilities of marketing relate to the wider organisational context
Marketing department has to maintain effectual relations with various functional field of
company. The responsibilities of marketing functions in context of Cadbury are described below:
Marketing Planning- It is the planning of various activities of marketing in terms of
product, place, consumers and others while manufacturing of goods. This should be done in
systematic and proper manner. The responsibility of manager is to identify growth opportunities
through determining new products for consumers and evaluating risk. Market executives should
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launch marketing process, strategies on market positioning, value positions for facilitating sales.
Cadbury should focus on market planning and apply in their business in order to increase sales
and revenue for growth and sustain business.
Exchange Functions- It is defined as purchasing and selling of products from market.
According to this function, business which offers products are available in sufficient quantities
for meeting demand of consumers (Gummesson, Kuusela and Närvänen, 2014). This can be done
with help of personal selling, advertising and sales promotions. It is responsibility of marketing
function to meet their consumers need and requirements by manufacturing at appropriate
quantities and make them available whenever they required. Cadbury need to analyse such
functions for their customers so that maximum output can be gain.
Product Designing and Development- This also plays essential role in selling of
product. It is the process where product is design as per need and demand of consumers in better
manner. The responsibility of manager is to provide proper guidance and direction for designing
of product in order to meet timely deliveries. They should supervise team and working with
members for better designing of products. Cadbury is large and renowned brand in market so it
need to design product and develop in very effective manner. As user of Cadbury requires unique
and creative products for consumption so marketing manager should focus on such matter for
fulfilling their requirements.
Standardisation and Grading- Standardisation is defined as process which involves
goods to be produced by following regulation and standardisation. This reflect that goods
manufactured meet standard quantity and quality. This helps in achievement of consistency and
uniformity of goods (Hansson, Wrangmo and Solberg Søilen, 2013). Grading is defined as
classification of products on basis of particular characteristics. The responsibility of manager is
to follow standard and grading while manufacturing goods and services in better and effective
manner. It helps in attraction of large number of consumers for buying of products. It is
necessary for Cadbury to follow such functions in order to increase sales and earn maximum
profits in better manner.
Risk Taking- It is defined as uncertainty of consumers purchase of product from market.
This is important functions of marketing where manager should be capable to take risk in
business in order to sustain in competitive market. The responsibility of manager in risk taking
function is to analyse and identify financial effect of loss to business, staff, environment, public
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and others. They should prepare risk insurance budgets and allocating claims cost from various
divisions and departments in better manner. Therefore, Cadbury organisation should be able to
take risk in competitive market in order to grow, sustain and earn profits from it. This can help
them in making better plans and policies through identification of resources.
Packaging Labelling and Branding- Packaging is defined as avoiding damage,
breakage, destruction of products during delivery and storage. Labelling is the way in which
information of products is provided. Branding is defined as way of creating brand value which is
different from common brand through advertising, promoting and others (Jüttner and
Christopher, 2013). There are various responsibility of manager for such functions. They should
focus on preservation and protection of product through proper packaging and labelling it in
better manner so that users can easily understand and read instruction. For branding they can use
various tools and techniques to create value and goodwill in market so that consumers are aware
of such product. Cadbury should focus on using high quality materials for packaging products
and label it in proper manner. It is already renowned brand in market so they should use creative
and attractive advertisement, promotion tools for increasing more sales and profits.
Customer Support- Customers are regarded as king of market. The marketer should
provide all assistance to their target consumers in better and effective manner. They should focus
on after sales service, technical services, credit facilities, handling complaints of consumers (Ko,
Hwang and Kim, 2013). This provide satisfaction to consumers for purchasing products. The
organisation should possess customer support system with them so that they can solve their
queries and issues in better and effective manner. The manager's responsibility is to motivate and
lead staffs for ensuring them to provide best customer service. They also focus on maintenance
issues faced by organisation and tries their best to solve it. Cadbury should have customer
support department in every location so that customers or individuals queries, issues and
problems can be solved in best possible manner for result achievement and attaining goals and
objectives.
Marketing Information- It is the most important functions of marketing to collect
information regarding consumer want, price, quantity and others. They collect and analyse
information about consumers in effective and efficient manner. The responsibility of manager is
to collect data and information about consumers, market place, competitors, consolidating those
into reports, presentation, actionable items. They use traditional and modern methods for
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collecting data and information. Cadbury should use those provided information while
manufacturing products and services for their consumers.
Marketing department is significant for each and every firm to achieve goal and
objectives. The marketing function of Cadbury deals in promoting product for selling through
analysis of consumer demand, transporting, advertising and delivering goods to business and
people (Kotler and et. al., 2017). There are various interrelation of marketing with other function
of organisation such as human resource, production, finance, operations and others which are
described below:
Interrelation of Marketing With Human Resources
Human Resource Manager is liable for selection, recruitment, training and development
of staffs in organisation. The HR function helps marketing by selecting and recruiting skilled
employees who helps Cadbury in achievement of goals and objectives along with success of
business. The training and development helps in improving knowledge and skills of staffs.
Therefore, HR training department can help sales and marketing team for selling and promotion
of products. The marketing need to work as per set strategy of HR department (Kozlenkova and
et. al., 2015).
Interrelation of Marketing With Production Department
The product should be manufactured as per need and demand of consumer in better and
effective manner by production department. The marketing department of Cadbury should work
with production functions for fulfilment of consumer need and requirements. The product which
are manufactured by production is specified by marketing. Thus, marketing should set standard
and regulation and accordingly production department should work for result achievements.
ACTIVITY 2
P3. Different ways in which an organisation can apply the marketing mix to the planning of
marketing process in order to achieve objectives of business in a particular manner.
Marketing Mix: It is the sum total of marketing tools which firm uses to pursue their
marketing objectives in order to achieve their targeted market in an effective manner. On the
other side marketing mix refers to the set of actions in which any company can promote their
products within the marketplace. The process of marketing mix is includes in four aspects such
as product, price, place, promotion (Lane, 2016). Along with this according to the present
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scenario marketing mix also indulge in other things such as people, positioning, packaging,
physical evidence as well. There are 4Ps of marketing, those are listed below:
Price: It defines the product value in a proper way. Basically it depends upon the
production of cost, pay ability of market, segment targeted and different factors. This element of
marketing mix follow several pricing strategies in order to increase the reputation and image of
the product within the marketplace.
Product: The product should be supply minimum level of performance in order to
achieve marketing goals effectively.
Place: It shows the selling points within the organisations that makes consumers happy
so that they attracted by good place. This concept help in order to enhance productivity of firm in
an appropriate manner (Lipsman and et. al., 2012).
Promotion: It focuses on the overall activities of every firm in which any company can
used their different symbol, logo and bench mark in order to make their product attractive in the
consumer's eyes properly. Along with the strategies of promotion an organisation used word of
mouth, incentives, press reports and so on, so that they can promote their product at higher level.
Physical Evidence: Physical Evidence basically refers to everything that attract customer
to enter into a particular store. Therefore, under cadbury products are available through retailers,
or supermarket store. Packaging and branding is included under physical evidence for cadbury.
Process: Process involves manner that is followed by a particular company to provide
products to ultimate customers. Cadbury primarily objective is to repeatedly deliver same
standard of service that satisfy their customer's the most. Furthermore cadbury products are
perishable in nature so they follow long channel of distribution that is: producer, wholesaler,
retailer and then to final customer.
People: People usually refers to staff that are involved in providing products and services
to ultimate customers. Cadbury provide excellent customer service that has created positive
attitude of their customers. Moreover it also recruit right people to right job so that they maintain
there actual standard.
Benefits of marketing mix:
Marketing mix is the essential aspect of every organisation, that's why it is much
beneficial in order to make effective company in a proper manner. There are some benefits are
given below in context to selected organisation Cadbury.
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It offers valuable guide for the resource allocations: At the present time every firms
allocate different resources for humans and financial approach in order to achieve their
objectives. But the same time resources are limited so that it should be used in an appropriate
manner. In reference to the Cadbury, they are using several resources in order to make effective
product within the marketplace in a proper way.
Provide opportunities in order to identify cost benefits: As resources are limited but
companies have any other different kind of option in order to fulfil market requirements in a
proper way. In context to Cadbury, they offer several opportunities to its employees so that they
can work easily without any issues within the organisation. This benefits of marketing mix
develop the existing culture in the firm.
It facilitates process of communication: It is the effective benefit which provides the
different ways of communication within the companies. According to the communication
process Cadbury provide lots of ways of communication to the employees so that they can work
together in order to make good product which increase the productivity of an organisation.
Helps to allocate the responsibilities: As marketing is the concept of team work in which
more and more people worked together in an effective manner. As per this the marketing
manager of Cadbury allot different type of task to their team members in order increase their
working ability so that they can achieve company's goals in an appropriate manner.
Helps to launching the innovative product: According to this benefit of marketing mix
Cadbury can easily launch their new product with the innovative thoughts. With the help of this
this company build strong relationship with their customer as its provide different type and taste
of chocolates in an effective manner.
Marketing mix created for:
In the common words marketing mix is generally made for new product or service
development so that any company can make their product within the marketplace in an
appropriate manner. According to this Cadbury focus on the designing new product and
delivering their products to the customers in an appropriate manner. With the help of this
company has to aim in order to develop new product and services in a proper way. That's why is
is effective for customers so that company can easily achieve their sales and revenue in the
proper way (Malhotra, Birks and Wills, 2013).
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Therefore, the concept of marketing mix is very much essential for Cadbury because for
this company is easy to make potential customer by giving them different taste of chocolates and
lots of product in which Cadbury deals. According to this company is able to launch their
innovative product in a proper way. Therefore, it is helpful to enhance the productivity and value
of firm in a systematic way. This makes Cadbury attractive in front of their consumers that's why
it famous organisation within the market place. For making their product better, this company
also focus on few marketing functions like research and development, production and so on.
Difference between Cadbury and Nestle (Marketing Mix 7Ps)
Basis Cadbury Nestle
Product Cadbury provides huge range
of products also has effective
width and depth of their
product mix. There are several
product in which this company
dealing and supplying in
different countries such as
coffee and chocolates along
with this it makes their product
by the pure milk in order to
satisfying their customers.
It is the world's largest food
organisation. It has 8,000
brands of product globally. It
deals in different types of
market such as dairy products
like products, nestle milk,
nestle slim and nestle
everyday. Along with this, it
also provide chocolates such
as kitkat, polo, milky bar and
munch. It is also the large
coffee brand globally.
Promotion This company has several
ways in order to promote
itself. For this Cadbury used
different type of channels like
television, newspapers,
posters, online websites and
radio so that all these are
effective element which helps
company to promote their
According to the promotion
strategy company promotes
their items through using the
innovative product among the
world in an appropriate
manner. With the help of this
it can increase the company's
growth at higher level.
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