Marketing Essentials Report: Cadbury's Key Roles and Strategies

This report provides a detailed analysis of Cadbury's marketing essentials. It begins with an introduction to marketing concepts, emphasizing its role in organizational efficiency and branding. The report then delves into Task 1, exploring the key roles and responsibilities of the marketing function, including distribution, customer service, and the marketing information system, comparing B2C and B2B marketing. It examines current and future marketing trends, the impact of external factors like legislation and technology, and the structure and operations of the marketing department. Task 2 focuses on the application of the marketing mix (product, price, promotion, and place) by Cadbury and how these elements contribute to achieving business objectives. The report also highlights how marketing functions relate to the wider organizational context, providing a comprehensive overview of Cadbury's marketing strategies and their impact on the company's success.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Key Roles and Responsibilities of Marketing Function........................................................4
P2. Roles and Responsibilities of Marketing relate to wider organisational context..................9
TASK 2..........................................................................................................................................13
P3 Comparison of application of marketing mix by different organisations for achieving
business objectives....................................................................................................................13
P4. Marketing Plan for organisation ........................................................................................16
CONCLUSION ............................................................................................................................19

INTRODUCTION
Marketing is a concept that take cares about business activities and brings efficiency and
effectiveness in organisation and make company as a brand in front of existing and potential
customers. For instance these activities are stated as sales, manufacturing, post sales, promotions
etc. Apart from this, marketing also aids other functional departments of corporation like finance,
human resource, research and development etc. Marketing concepts also helpful in market
analysis along with studying business environment which is divided into two parts one is internal
and other is external. To conduct intrinsic analysis most appropriate method is SWOT analysis
and to analyse external atmosphere of business, study of PESTEL factors are important and quite
useful. All functions and operations that are related with marketing can be understood by most
important strategy that name is marketing mix. This tactic contains four criteria that are product,
price, place and promotion but now a days this technique has grown up its area and to extend by
seven criteria which are people, physical evidence and process that aids marketing functions in
covering and controlling wider area network. This report is based upon Cadbury company which
is operating its business operations in and outside United Kingdom. This firm deals in
confectionery industry and have wide contribution in economic growth.
TASK 1
P1 Key Roles and Responsibilities of Marketing Function
Marketing is a concepts that adds values and promises in products for consumers and also
aids in developing strong bond between client and company in order to get value in return from
customers. Marketing is an inclusions of three aspects and these factors are stated as beneath:
 Needs: It is a basic human needs which must be fulfilled on priority basis and these
necessities are related to survival of a person for example food, shelter, clothes, water and
security.
 Want: These are some different from basic neds because these could be hold. This type of
human requirements are not permanent and do not occur on regular basis. For example if
food is need then junk food is a want. This type of requisites do not stay for longer
duration of time.
 Demand: When a person have potential like purchasing power to fulfil all their
requirements like needs and wants then it is called as demand.

Development of Marketing Trends: In past time, retailers and manufacturers both used to pay
attention upon selling a product and services in order to gain profits. Major objective of
conducting business operations were only profit making by clearing all stock that is ready to sale.
Management of Cadbury company provides adequate training and development program for
employees so that they could perform all their task in most appropriate manner. By taking help
of these marketing activities firm gets higher satisfaction of customers for company's products
and services. Marketing concept provides aid in capturing larger market share and higher profit
in marketplace along with getting competitive advantages. When workers are trend and skilled
then they could do all actions and task properly and efficiently. Marketing managers are suppose
to collect all information about consumers’ needs and wants by conducting research events
within and outside company. Through this, enterprise is capable to develop and modify goods
according to clients’ needs and wants. In the current market scenario, selling concept is not
important as compared to product. All company are concentrating on both quality of goods and
customer's satisfaction. But this concept are no longer profitable by firm. This theory pays
attention on distributing goods and services with high quality in order to achieve higher
consumer's satisfaction. This concept includes aspects of needs, wants and demand generation in
all potential clients (Blythe, 2012). Current Trends: In the current market, various types of trends are noticed in area which
affect whole business activities. Most of the changes are done in the field of technology
and IT. Also, it considers manufacturing and transportation that affect supply chain
management of Cadbury.
 Future Trends: Some important future trends are enhancement of advertising, promotion,
process and physical evidence as well as many more which affect firm’s future
requirements and strategies in order to achieve set goals and objectives in given time
frame.
External environment that create impact on marketing activities: There are various external
factors which affect firm’s tasks that affect the marketing activities which are explained as
follows:
Legislations: Through these activities, management of Cadbury provides equal rights to
all employees at workplace.

Technology: Through this, firm is capable to improve product’s quality in order to
achieve targets in an effective manner (Baines, Fill and Page, 2013).
Structures and Operations of Marketing Department
Structure
(Sources: Organisation of Marketing Department, 2018)
Operations and Roles of Marketing Department: There are various roles of marketing
department in Cadbury that are stated as below -
 Distribution: Distribution refers to the delivery of products and services
to the various channels like retailers and wholesalers. Distributors are those who
delivers the end product the channels by whom the customer can purchase the
products and services.
◦ Customer Service: Customer service is a section where the customer can
given their feedback and find the solutions of their purchased products.
(Rossi, Allenby and McCulloch, 2012). for an example, if there is any
problem with the Cadbury chocolate then customer can report a complain
about that chocolate and then customer service will process further to resolve
the reaction for chocolates.
◦ Order Processing: Order processing is a tool and techniques which can be
used to collect the data about the product to analyse the ratio of products that
are in demand of the public. It also ensures delivery at right time.
 Selling: Selling is the most prominent target of the company because
Cadbury can meet its goals only by enhancing sales in the marketplace. Selling is
the main motive of the company through which it expands the business activities.
 Financing: There are various activities which needs to be funded by the
finance department of Cadbury. To launch a product in the market it needs to
organize an event that needs to manage the funds that is going to be managed by
the finance. This also needs funds to conduct the research to cater the knowledge
about the customer requirement. (Clow and James, 2013).
 Marketing Information System: MIS or marketing information system is
a software which used to store the information about the market requirement and
what kind of the customers will be targetted by Cadbury.

Below is the difference between marketing functions of Cadbury in B2C and B2B
context.
Basis B2C B2B
Distribution Number of customers that Cadbury is
handling in marketplace are wide and
to make effective distribution of
products and services to generate
regular demand of confectionery
demand.
Retailers and Whole-sellers and other
companies are business customers for
Cadbury and to make them happy,
regular availability of products should
be maintained by firm.
Product Their are some customer who have
health issues in order to taking care of
their preferences Cadbury needs to
take a close watch on their demands.
Their is need some raw material and
resources to produce a product so
there is requirement to purchase raw
materials and machinery with quality
that can produce well qualified
products.
Price The price of the product should be
reasonable so that encourage the users
to enhance the purchases. For an
instance, if chocolates would have a
high price then it can be purchased
only by the high status people but the
business need to attract all kind of
customers so it essential to keep low
price of products.
The machinery and raw material
should be offer with reasonable
prices for the Cadbury. Because if the
production cost be managed then only
Cadbury can manage the profit
margin.

Place The products should be available at
the easily accessible place. Because
the products should be provided in
retail shops so that they can be buy at
anytime.
Business should provide the strategies
for placing the products of business at
right place that can be purchased
when needed.
Promotion Promotions are needed to enhance the
reach of products to the customers.
Promotions can be done through
advertisements on TV and internet.
The business needs to promote its
products and services to capture the
attention of Cadbury.
Selling Enhancement of sales is important
activity of Cadbury to generate the
profit.
Business needs to encourage its sales
through selling its products to another
company.
Financing Finance is the prime need to run a
business effectively to encourage its
activities.
B2B needs high amount of funds
than B2C.
Marketing
Information
System
MIS is used to store the information
about the customers.
Management information system is
less important in B2B than the B2C.
Marketing Mix: This is a tool which consist four elements and description of all this is stated
below:
Products: This is a core functions of marketing function because all actions related to
marketing department revolve around this main object. This section consist quality of products
along with attributes so that a healthy and customer friendly item could be produced in Cadbury
company (Lipsman, and et. al., 2012). An item should satisfy all clients and customers in most
satisfaction manner because a satisfied client comes again for make purchases. Marketing
manager should always tries to maintain high quality of product so that it could generate
competitive advantage for association. Product should be highly linked with clients.
Price: This is an element on which entire amount of profit depends. For example, Dairy
Milk is a chocolate of Cadbury and if company set higher price of this item then less number of

customer could but this and this action could be a failure. On the other hand if corporation set a
lower price then it will not generate required amount of profit and this is also a losable situation
for venture. So to satisfy both above conditions, manager should set a moderate value of item so
that company and customer could get same advantages with product.
Promotion: This technique should be prominent so that all products could get higher
number of customer attention and could get successful in marketplace. Growth of association and
item depend upon this publicity function (Babin and Zikmund, 2015).
Place: To distribute products among all type of customer, this is a required and important
task of marketing department. Place comprises following aspects which are discussed below:
 Inventory Control: All stocks and raw material should be arranged in proper
manner so that production of required number of products could get done in
requisite time period so that delivery will be accomplished in appropriate way.
 Transportation & Logistics: This sections involves all methods that are linked
with conveyance like bus, train, cars etc. So, appropriate method should be
chosen for making correct time delivery.
 Packaging & Materials: To make all deliveries successful like raw materials
could be reached in warehouse in appropriate time and to make delivery of
adequate finished product without hampering quality and quantity of product,
a prominent method of packaging should be choose so that sabotage of item
could get reduced.
P2. Roles and Responsibilities of Marketing relate to wider organisational context
The Cadbury company are managing all marketing activities and function for smoothly
running of business operations and its functions in better manner. Along with this, every
organisation mainly focus on making effective and good image of their products in the large
market place and they are also using appropriate strategies or policies which target their
customers from various locations. This is required that all the elements help in making successful
business so this will help in reaching with desired goals and targets in the huge competitive
advantages. In addition to this, there are various functions and activities that determined as
appropriate marketing procedures and it can be used for developing best suitable strategies and
policies which are totally differ from their competitors. The main purpose of this marketing
division is to generating high income and revenues for attracting large number of customers.

There are various factors which determine whole market such as promotional methods, target,
promotional, positioning and segmentation which are required for regulating business in better
manner. There are large number of organisation which are mainly deal in international market so
they are easily concentrated to carry out their business functions and activities in improved way.
Along with this, there are different roles and responsibilities which will performed by effective
marketing department for achieving potential goals and targets.
CADBURY marketing department mainly focus on recognising their customers needs
and wants which help them in conducting market research where they can easily find out
appropriate position of business. They need to analyse various market situation, customers
choice or preferences, competitors and its position, developing necessary goods and services so
they can effectively beat their rivals. Another is research and development department which will
play an essential role in searching new methods or techniques for evaluating their desired
customer. CADBURY provide variety of products such as ice cream, chocolate, crème egg,
cookies, etc. which offer to their customers in the large market place.
Along with this, there are different roles and responsibilities of marketing functions of
CADBURY organisation which are described as follows: Marketing department – This is main division of an organisation because it will help in
promoting company products and services among customers. CADBURY conducting
surveys which help them in analysing all customers needs and wants regarding products
and services. This department collecting appropriate data and information about users
taste, preferences and choice and as per their demand company will make proper changes
in better manner. In addition to this, CADBURY firm concentrate on customers latest
trends which help them in analysing their needs so they can easily make those products
which are consume by buyers on regular basis. This will help in generating high income
and profitability. They need to analyse various market situation, customers choice or
preferences, competitors and its position, developing necessary goods and services so
they can effectively beat their rivals in the large market place. Human resource department – This is the backbone of an organisation because HR
department manage and control all business activities or functions for smoothly run. The
company manager help in making sound working environment within CADBURY. HR
perform various roles and responsibilities that includes selection or recruitment of

employees, motivate people towards achieving desired targets, giving appraisal on the
basis of performance. The human resource manage of company need to perform different
business functions and activities so trough this employees abilities has been enhancing
for improving their current performance and then try to motivate their staff members for
achieving potential goals and targets. HR manager require to perform all business
functions and activities so they can gaining higher income and profitability in effectively. Financial department – This is one of the important organisation function which manage
and control effective budget in proper manner. The company financial manager make
appropriate decision regarding strategies and policies and by this the business can run in
smooth manner. An organisation try to make those product which are covered in their
budget and through which they can reached with set target and goals. The financial
department is also interrelated with marketing department because they are promoting
their products with using of financial budgets as per the customers needs and wants. Production department – It is that division which analyse whole market situation or
condition and according to their survey they are manufacturing customer required
products. Also the production manager help in collecting and gathering accurate data
regarding market condition in proper manner. The company manager provide correct data
and information about services or products which help them in making decision what
type of goods can be made and how they are attracting more customers. CADBURY
develop best quality based products and services as per the customers demand. The firm
can help in manufacturing effective goods and services which are demanding by their
customers in the large market place. This will assist in developing and making
appropriate products for gaining attention of customers in better way.
 Customer service department – It is that division which are listening and try to resolving
major issues or problems of customers regarding company products. This department
staff members are responsible for making strong relation with the desired buyers and also
satisfy them regarding new products or services. They are responsible for managing all
issues and problems while making decisions to fulfilled all needs and wants of their
customers. In addition to this, they have separate department of customer care services in
which this division listen complaint and try to make alternative solution in effective

manner. This division help in solving major issues and problems of desired customers
about new services or products in detailed.