Marketing Essentials: A Comprehensive Analysis of Cadbury and Mars

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Marketing Essentials
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Table of Contents
Introduction................................................................................................................................3
Activity 1....................................................................................................................................4
Activity 2..................................................................................................................................11
Conclusion................................................................................................................................20
Reference List..........................................................................................................................21
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Introduction
Marketing is of utmost importance for the organisations in order to have sales and earn profit.
It can be defined as the process of promoting or advertising products such that it can be sold.
The process involves vigorous market research after that the promotions are carried out by
the organisations. It is the investigation as well as management of relationships pertaining to
exchange. It is the procedure of building relationships with the customers such that their
needs and demands can be met and they can be satisfied. It is an essential element of
management of business.
In this assignment, the roles as well as responsibilities of the functions of marketing have
been explained along with the relation they have with wider organisational context. The roles
as well as responsibilities of marketing with respect to the environment of marketing have
been explained and the relationship of marketing with other functions of marketing have been
analysed. Various organisations have been compared with respect to the application of
marketing mix to various processes of planning in marketing. A marketing strategy has been
devised with respect to a product of the organisation that has been chosen that is Cadbury
such that its objectives can be achieved.
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Activity 1
An explanation of key roles and responsibilities of the marketing function and how they
relate to wider organisational context
The concept of marketing plays a central position in the business segment as it helps in the
promotion and the sales of “products and services” (De Mooij, 2018). The study will stress
on the chief “roles and responsibilities” that are in function in the marketing department. It
will be done in context to the manufacturing of new product, which would be launched by
Cadbury. These marketing functions will be explained in relation to a wider organisational
framework.
Roles and responsibilities of marketing functions
The major roles and responsibilities of the marketing purpose will be elucidated below for a
better and comprehensive understanding.
Roles of the marketing department
Definition and management the brand of the company: The role of marketing integrates
and clears the standpoint of the marketing objectives, which are imperative for the company.
It gives a clear perspective the customers on the kind of business and services which are dealt
by the brand (Thehartford.com, 2019).
Promoting campaigns and market initiatives: Marketing is embedded with the responsibility
of proactively identifying and producing the information of services to the customers. These
are done through promotional campaigns or the use of the social media.
Creation of Content and SEO for marketing websites: The websites of the company are
monitored as the customers are given the liability on the information of the services. With the
monitor and control of the search optimisation, engine (SEO) the customers are able to search
on the sites.
Provision of internal communications: It is the role of marketing to provide efficient
employee communication, by providing a newsletter or article to communicate on the goals,
priorities and value of the company.
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Management and monitoring social media: Marketing contributes to the utilisation of the
community media pages. The posts and the media content are efficiently managed online.
Responsibility of the marketing department
Setting an appropriate market strategy: The senior members of the marketing departments
are provided with the role of setting a proper marketing strategy for the company. This boost
is done based on agreement from the board of directors and senior management team (Baker,
2016).
Market Research: This is the key liability of the marketing department as it is useful in the
identification of responsibilities and understanding the customer needs.
Product Development: The products are developed based on internal and external marketing
provision. These are done in relation to the improvement of the existing products, which are a
part of the company.
Provision of sales team support: The sale teams are provided support and work as per
cooperation, in the organisation. The marketing department is accountable for the provision
of leads through promotional materials and other supplies, which are vital for the company.
Organisation of seminars and events: It is the dependability of the marketing department, to
be able to provide organisation and seminars, for the promotion of their products and services
in the market.
Modes of marketing
The modes of marketing play a vital role in the promotion or creation of services, imperative
for the company. In order to comprehend the different modes of marketing, it is imperative to
note the business-to-business and business to consumer mode of marketing (Naidoo et al.,
2016).
Business-to-Business (B2B): This mode of marketing is a setup followed by companies to
sell their products and services, directly to other companies and not the customers. The
companies make the use of products and manufacture products, to other companies for resale
in the market. It takes place between the sales and the distributor of the company. The
company Cadbury makes the utilisation of the B2B methods of the sales and the distribution
of products and services (Madhavaram and Hunt 2017).
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Business to Consumer (B2C): The business to customer mode of marketing involves the use
of large purchases for meeting the previous need of the market. The consumer plays a pivotal
role as getting the product from the companies (Kwok et al., 2015).
Structure of marketing process
The marketing process involves the use of a definite structure for manufacture of the services.
The structure will be elucidated below:
Identification of target market and consumer segment: The target market is an important
part of the business as the consumers are provided with products as per understanding the
growth of business brands and standards. The company Cadbury targets kids and segments its
customers based on age groups of five to ten.
Setting market objectives: Marketing objectives provides with the information of products
and services sold by the market. The marketing objectives of Cadbury are in the development
of the differentiated products. This is catered through the application of the smart variety to
have profit in confectionary and beverages (McDonald and Wilson, 2016).
Figure 1: Structure of the marketing process
(Source: Created by Learner)
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Situational analysis: The “situational analysis” is the use of collection of methods for
analysis of the “internal and the external market opportunities”. The company Cadbury
internal elements are its better brand experience, rural distribution and so on. The external
rudiments are the particular political, socio-economic and legal aspects integrated with the
brand (Clarke et al., 2017).
Segmented Targeting and positioning: This is a broad marketing framework, which
simplifies the market segmentation of a company. Cadbury has segmented targeting and
positioning aspects will be explained for a better understanding. Cadbury targets its customer
as per kids aged 5-10 years as their primary marketing criterion and supports various other
age groups. It positions, the product by offering same quality and taste in an economical
pricing.
Proposition of budget and timeframe: The budget and the timeframe are set as per the
decisions, which are prevalent in the market. In order to make a new product a limited
amount of time is targeted.
Proposition of market mix strategy: Cadbury inculcates the use of 7p’s of marketing mix for
its business operations. The products that are sold by the market are dairy milk, five star,
celebration, temptation that are under the brand management structure and processes. The
company has its business operations globally as per its place. The prices of the product are
based on economical pricing. The company indulges in the use of B2B business marketing
for its promotional strategies. The physical evidence of the company is done through the
integration of recording and questioning the market behaviour. The people that are associated
with the company are the employees and the buyers that are a part of the company. The
process of the company in delivering its product and service is done with the offline and
online markets.
Control and evaluation: Control and evaluation is primary part of the company, which is
done for the growth of services in the market. The market evaluation is primary as it focuses
on the diverse types of marketing mix strategies, which are a part of the business.
Interrelationship of marketing function with other department
There are different departments that are associated with the better and effective functioning
of the business and the market. The interrelationship between these markets will be
elucidated below:
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Human Resource Department: This department is associated with the recruitment and the
selection of the employees that would be working for the company. The company is also
given the opportunity to make the use of their marketing policies and legal policies, which are
imperative for the company. The HR department works in coordination with the marketing
function while engaging in decisions and recruitment of employees for the company
(Palmatier et al., 2018).
Finance Department: The finance department is given the accountability of making the
important decisions regarding the control of organization and auditing as an imperative pat of
the business. The department controls the company finances and it coordinates its functions
with the marketing function as it create a profitable mindset and keeps in profitable
customers for the flow of cash.
IT Department: The IT department makes the use of the design maintenance and support for
the production of services and other factors. Therefore, the company makes the utilisation of
information and technology infrastructure for designing services. The department interrelates
with marketing functions the long and short-term corporate strategies for the designing of
products and services are taken into account.
Hence, these are the interrelationships, which are practiced by the different departments,
which are a part of the marketing functions of the business.
Analysis of the roles and responsibilities of marketing in the context of the marketing
environment and further analysis of the interrelationship between marketing and other
organisational functions
Analysis Roles and responsibilities of marketing functions
The roles and responsibilities of the marketing departments are practiced as it relates to the
positive and negative roles. The “roles of the marketing department” are to create better
brand management, promote campaigns, provide better communication and so forth. This
implies that positive factors of practicing these roles are that campaigns promote customer
interest. Brand management contributes to the boost in the profit of the company. The SEO
optimisation brings in better and refined searches. The responsibilities of the company are
market research, setting definite strategies and so on. The positive factors of the company are
that the clientele are able to make the use of growth in the profit margin of the company.
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The negative elements of the roles and responsibilities of the company are not suited as most
of the companies are lack of certainty and so on for the growth of the market. Therefore, the
lack of integrity and proprietorship can affect the customer base of the market (Hill, 2017).
Analysis Modes of marketing
The modes of the marketing processes are subjected to the use of positive and negative
behaviourism. The positive aspects of the B2B mode of marketing are that it strengthens
online presence of market to boost collaborative approach and customer loyalty. The
negative aspects are the discounts and orders and the limitation of people involved in
business.
The positive aspects of B2C concepts of marketing are an increase in brand awareness, and a
boost in sales. The negative aspects of the B2C marketing are limitations to the number of
customers that are a part of the market.
Analysis Structure of marketing process
The structure of the market process is subjected to positive and negative elements. The
positive aspect 7p’s of marketing are the exposition to the various channels for marketing its
products on geographic scale. The negative aspects are changing trends and behaviour in
consumer channels. The positive factor of STP is the identification of the customer
preferences viable in the market. The negative aspects are limitation and its expensive
proposition. Situational analysis, is viable as its presents the state of the market. The
negative aspects are dependence on the boss for stressing on the situation.
Analysis of Interrelationship of marketing function with other department
The interrelationship forms an imperative part of the marketing, as the businesses are able to
present their problems to the business departments. The marketing functions and the
departments express their concerns, as they are able communicate and adhere to any change
in policies and rules that are prevalent in the organisation. The marketing functions form a
primary asset as the IT, HR and finance departments are able to function accordingly. The
employees are recruited according to the HR department. The long-term corporate strategies
are maintained as a marketing function with the IT department and so on.
A critical analysis and evaluation of the key elements of the marketing function and its
relationship with other functional units of an organisation
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In critical analysis, it can be observed that the key elements that are a part of the business are
stressed by the opinions of various authors and other scholars. In the words of (Thompson,
2017) marketing functions give an idea on the type of management, which is imperative for
the departments. The functional units of the business are vital as it leads to comprehension of
the various associates such as the STP, marketing mix, which provide a better understanding
of the business. As stated by (Hatch, 2018) the adoption of the marketing mix resolves the
use its strategic marketing business qualities, which add to the growth of the market. The
interrelationship is carried on between the different departments, for bringing in better mode
of change for the company. As stated by (Neuendorf, 2016) the key marketing functions are
primary as it brings about the use of the marketing segments useful for collaboration and
effective working. However, as contradicted by (Battistella et al., 2016) marketing functions
and the adoption of the major budget and timeframes add to the functioning of the business in
a better manner. This incorporates the use of marketing functions that holds good for the
growth and comprehension of the services and products in business.
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Activity 2
A comparison of how various organisations apply the marketing mix to the marketing
planning process to achieve business objectives and an evaluation of different strategies
applied by organisations to demonstrate how business objectives can be achieved.
Marketing plan can be defined as the ways an organisation uses marketing mix in order to
achieve the objectives of marketing in the marketing environment of the organisation that is
competitive. Marketing mix is a model that is used by the organisations on order to make apt
decisions of marketing. Marketing mix is actually a set of tools of marketing that are used by
organisations in order to achieve their objectives of marketing in the market they target.
There are 7 Ps that are a part of marketing mix namely, place, price, promotion, people,
product, physical evidence, process and product.
Figure 1: Marketing Mix
(Source: Researchgate.net, 2019)
The ways various organisations use as well as apply the marketing mix in the process of
planning related to marketing such that they can achieve their objectives of business have
been explained below with respect to the organisations Cadbury and its competitor Mars.
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Cadbury
Cadbury was formerly known as Cadbury’s and Cadbury Schweppes. The organisation is
based in the United Kingdom that is owned by Mondelez International. The organisation is a
well-known firm in the confectionary industry and has its branches in several countries. It is
the second largest organisation in the confectionary industry all over the world and has its
headquarters in Uxbridge, West London (Cadbury.co.uk, 2019). The organisation was
founded by John Cadbury in the year 1824 in Birmingham, UK. The organisation Cadbury
has 71,657 employees.
Business objectives
 To develop a differentiated product such that the organisation can grow and flourish
 To use technology such that its growth and productivity can be increased by improving
the quality of its products
Marketing mix
 Product: The organisation Cadbury provides a wide range of chocolate products. The
products that the organisation offers vary as per the volume of sales in varying countries
as per seasons. The organisation has lot of products that are standard. The products that
the organisation offers are related to the occasions like Christmas and Halloween. The
products that the organisation offers are chocolates, desserts and beverages. The
organisation segregates its products with respect to demographic areas. The organisation
also offers ice-creams as well as biscuits. The products that the organisation offers are
Bourneville, Cadbury Dairy Milk, Caramel, Cadbury 5 Star, Oreo, Bytes, Bournvita,
Perk, and others. The organisation is growing at a very fast pace as it has made huge
impact in the confectionary industry.
 Price: The organisation Cadbury has a pricing strategy as per the quality of the products
that it offers. The products like Bourneville that the organisation offers have low prices
such that the needs of a particular segment of the society can be catered. The pricing
strategy that is adopted by the organisation depends upon the competition that exists in
the confectionary industry along with the demand of the products in the market. The sizes
of the products that the organisation offers also determine the price at which the products
are offered by the firm (Fan et al., 2015). The organisation has a strategy of pricing such
that the needs of every segment that is targeted can be met. The products that the
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