Marketing Essentials Report: Cadbury's Marketing Functions Analysis

This report examines the marketing essentials of Cadbury, a global confectionery leader. It delves into the key roles and responsibilities of the marketing function, including market research, brand management, product development, and information systems. The report highlights the importance of formulating effective strategies to increase sales, satisfy customers, and beat competitors. It also explores the relationships between marketing and other departments within the organization, such as finance, and emphasizes the significance of these interconnections for overall business success. The report further discusses the importance of market segmentation, dealing with competition, and creating customer loyalty. The report also highlights the importance of marketing in the wider organizational context and its responsibilities towards the environment. This report provides a comprehensive analysis of Cadbury's marketing strategies, functions, and their impact on the company's performance.

MARKETING
ESSENTIALS
CADBURY

Table of Contents
Table of Contents..............................................................................................................2
Activity 1..............................................................................................................................3
P1: Key roles and responsibilities of the marketing function..........................3
Roles and responsibilities of marketing relate to the wider organizational
context.................................................................................................................................6
P2 Explain the relation between marketing and other functions of the
company and the significance of this inter-relation.............................................7
REFERENCES...............................................................................................................11
Marketing is considered to be the core function for the
organisation for promoting, advertising and distributing their
products. The function of marketing is used in almost every
organisation so that the companies can gain high amount of
profits. This concepts helps the organisation in attracting more
and more customer's and also assists business in maintaining
relationship with their customer's. Every department of the
organisation is interlinked or interconnected somehow to the
function of marketing.
Cadbury is known worldwide for providing the best quality of
confectionery items. It is the second largest British multinational
company in the world. Cadbury was established in the year of
1824. Various confectionery items that is provided by company
are chocolates, creams, beverages, desserts and bag, boxes and
rolls. The business of Cadbury is successful just because of their

Activity 1
P1: Key roles and responsibilities of the marketing function
Marketing is related to the that strategy which is used by
the organisations to increase their sales, for satisfying the
customers, increase their profitability and beat the competitors.
Moreover, marketing is the procedure which includes all the
activities which are start from the producing the products and
reaches them to the final customers. Marketing functions can be
explained as the the roles of an organisation in identifying the
customers needs and satisfied their needs(Purvis, 2015). These
marketing functions include marketing research, planning,
development process, selling, buying, promotions,
transportation, customers services and many others. These
marketing functions are very important for the organisation as
they are related to the success of the organisation. In all these
activities, the managers plays an important role and take various
responsibilities as these functions are responsible for the growth
of the organisation. There are given about the various roles and
responsibilities of the marketing functions in relation to
Cadbury which are described below: -
 Formulating strategies: It is the main function of
marketing which plays an important role in an
organisation as it is related to the strategies. A firm
success is depend on those strategies which they adopt
in their organisation as these strategies help them to
increase their growth and profitability. The main role of
marketing manager in formulating these strategies they
should make strategies according to the market
segments so they can implement suitable strategies and
also can motivate their employee towards the
organisation goals and targets(Baker and Magnini,
2016).

 Market research: It is the most important marketing
function as it is related to the market research in which a
managers needs to do proper gather and analysis the
market information. This will help the manager of
Cadbury to find out the needs of the customers and
market segments so they able to produce products
according to the customers which will help them to
attract a large number of customers and increase their
profitability.
 Product designing and development: This function is
related to the product designing and development which
is essential for any organisation. It will assist the
managers that how they can attract a large number of
customers by their products, packing, design and shapes.
The mangers of Cadbury should think about the changes
in their products designs, as Cadbury has strong
customer base so they can take advantage of it by doing
some attractive changes in their products packing, shape,
and design which helps them to in crease a range of
customers and help them beat their competitors.
 Brand management: This technique is used by the
organisations to maintain their brand value and
customers belief towards their organisation. The
manager of Cadbury needs to develop those plans by
considering of the target markets, company's overall
vision, and customer base which helps them to gain
more brand value or growth. An effective brand
management help them to build trust of their customers,
gain competitive advantage, and also helps them to
attract a large number of customers towards their
products which results high productivity and
profitability.

 Information system: This system is another important
function of marketing which assist an organization to
collect, analysis, and store the information from the
external and interal sources property so they able to
make decisions properly towards their organizational
goals(Mueller, et. al., 2015). As Cadbury is dealing in
all over the world so they need to maintain their brand
value by providing relevant information to the
marketers, which help them to enhance the scope of
them in offering valuable products and services and
meets the requirements of the customer.
Marketing not only plays an important role in the context of
organization, it also play crucial role and responsibilities
towards the environment which are described below:-
 Monitoring marketing environment: The marketing
function have an important role in identifying the
current trends and opportunities of the market
environment(Khan and Adil, 2013). In the constant
changing environment, manager of Cadbury must
concentrate on some factors which includes market
trends, socio-economic factors, technological, legal and
political factors. All these factors can greatly impact on
the business activities so the managers needs to consider
all these factors in their operational activities so they
able to run their business smoothly without any crisis.
 Creating customers belief, loyalty and satisfaction:
Customers are very important for any business so the
company needs to attain customers satisfaction and
belief which helps them to attract a large number of
customers. For attain customers belif an organisation
needs to pay attention on the quality of their products
which will build the customers loyalty and belief. Along
with this, an organisation needs to build an effective
relationship with their customers so they able to convey
their problems and issue to them which help Cadbury to
satisfy their customers toward their products and help
them achieve high productivity and profitability.

 Dealing with competition: As Cadbury is
dealing at global level so they have to face high
competition in the market. There are various competitors
of Cadbury which are Nestle, Ferrero, Mars and many
others. So, the manager of Cadbury needs to identify the
strategies, objectives, strength and weaknesses of their
competitors which will help them to make the strategies
accordingly and take effective decision to beat their
competitors.
 Marketing segmentation: This is related to the proper
knowledge of market and their customers. Manager of
Cadbury should identifies those market which able to
serve their customers in a better manner(Pike, 2016).For
this they requires to understand the behaviour of their
consumers properly that enables them to know that what
their customers preference, choices, and demands from
the company so they will produce accordingly. It will
helps them to increase their market value, customers
satisfaction, and profitability.
Roles and responsibilities of marketing relate to the
wider organizational context
Hence, marketing is very important for the organisation as
well as the environment. These will help the Cadbury to
conduct their organisational activities in a proper manners
that will help them to offering products and services
according to the customers demands. This will help them
attain great satisfaction of customers and lead them in a
higher position.

P2 Explain the relation between marketing and other functions
of the company and the significance of this inter-relation
Every organisation perform various functions and each
departments in the organisation have their significant roles and
responsibilities which are related or are interconnected with the
function of marketing(Rundle-Thiele, et. al., 2013).The
company like Cad-bury have various department as it is the
largest confectionery business operating company and each
department of this company is responsible for their activities
and different-different areas of concern. To operate their
business smoothly it also helps other sectors of the organisation
which help them in building relation with each and every
functional departments of the company. The relationship of the
department with the functions of marketing are mentioned
beneath :
Marketing and finance departments : Finance department of
the organisation is the most vital departments as this
departments serves the organisation with strong business
foundation by allocating the funds and finances appropriately. It
is very important for the organisation to control their expenses
and cost as this would directly affect their level of profitability.
These both the departments are inter-relate as to carry out the
activities of marketing such as promotion, advertising etc. the
amount of fund will be needed that will be provided by the
finance department of the organisation. This would help the
organisation to maintain their finance and control the cost that
are unnecessary. So that the performance of the organisation

 Marketing and human resource departments : Theses
departments have significant role in operating the
business. Human resource department is the one which
focuses on managing the personnel and human resource
of the organisation as these are responsible for every
happening in the organisation(Cabrera and Williams,
2014). The department of HR help the organisation with
recruiting , hiring of the staff who are most suitable and
have the potential to carry out business operation. These
both the department are inter-related as to carry the
activities of the marketing the company requires human
resource whoo are highly skilled and have the
knowledge about the concept of marketing so that the
personnel can easily convenience the customer to buy
the products with the help of their marketing strategies.
In this way both the departments help the company to
achieve their goals within a given time frame with their
best possible efforts(Ehret, Kashyap, and Wirtz, 2013)..
 Marketing and production : These both the
department of the company are co-related to each other
as marketing refers to the process which involves
advertising and promoting of products in the market
whereas production deals with the activity of producing
goods according to the requirement with the amount of
resources available to them. Marketing and production
in the organisation are the activities which are
interdependent on each other. Marketing department
help the organisation with providing relevant data
information about the expectation of the customers their
needs and wants according to the information provided
by the marketing department to the production
department its operates the activity of producing the
products focusing on the current technologies and trends
which helps the business to grow in the market and
provide them with competitive advantage. The function
of marketing department also help the production
department in formulating the strategies regarding the
price of the products and services of the company.

Marketing and sales departments : For each and every
organisation either it be a Cad-bury or any other business
these both are very important. As the activity of selling is
considered with providing goods and services to the
customers so that their needs can be satisfied. These both
are inter-related and both works hand in hand. As marketing
departments help the selling department to formulate the
strategies about their selling of products and services by
providing them the significant detail about the market
scenario and customers wants and also help them in
prevailing the products in the market with different prices so
that the sales and revenues of the firm can be increase.
Marketing division also help the business with promoting
their products in the market which the company is going to
sell in the near future. This inter-relatedness between both
the department will help the enterprise in successfully
operating their business with increase range of profitability.
Marketing and research and development departments :
R&D department generally focuses on developing new products
and ideas which help the business to sustain the competitive
market. These departments are connected to each other as the
detail and information about the new products and technology
in the market is being given by the marketing department to the
Research and development department on that basis perform
their activities of producing new products and services which
are currently required by the customers. Marketing departments
understand the current market situation and the requirement of
their customers with the help of their merchandising activities
so that the company can easily increase their customer base by
providing them the product of their desire(Pappas, 2017).
Research and development department cant perform their
operation without the help of marketing departments.

 Marketing and procurement department :
Procurement department is concerned with identifying
the new supplier of tools,equipments and raw
materials which are required in order to compete with
the competitors. These departments are interlined to
each other as the marketing department help the
procurement department in analysing the market
requirement of new technology and equipments which
will help the organisation to boost their performance.
Procurement department will focus on the
requirement and will work on it so that the
organisation can cover large market share in
comparison to their competitors.
Significance of this inter-relation-
The dependency of these departments will help the
business of the Cadbury to increase their sales and revenue and
will also increase the profits margin of their business. As these
major linkage between department will allow the member of the
organisation in open communication about their requirement
and roles and responsibilities. This inter-relatedness will also
enable the organisation to maintain their reputation, customer
loyalty and will support them to handle the situation of bad
press. The connection between these department will influence
the perspective of each departments and will enable them to
work towards the organisational goals cordially and will also
improve the marketing performance as well as the performance
of other functional department of the organisation.
.

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