Marketing Essentials 1 Report: Roles, Mix, and Marketing Plan

This report on Marketing Essentials 1 delves into the core roles and responsibilities of marketing within an organization, emphasizing the importance of understanding customer needs and market trends. It examines how the marketing function interacts with other departments like HR, finance, and production, highlighting the significance of these interrelationships for overall business success. The report uses Cadbury as a case study, analyzing its marketing strategies, including the marketing mix, and comparing them with competitors. Finally, it culminates in the development and evaluation of a comprehensive marketing plan for Cadbury, incorporating insights from the analysis and aiming to achieve specific marketing objectives.

Marketing Essentials
1

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explanation of key roles & responsibilities of marketing function........................................4
M1 Analyse roles as well as responsibilities of marketing in relation of marketing environment
.....................................................................................................................................................6
P2 Explanation of how roles & responsibilities of marketing associate to wider context of
organisation..................................................................................................................................6
M2 Examine the importance of interrelationship among marketing & other function of
company.......................................................................................................................................7
D1 Critical evaluation of key factors of marketing function & how it interrelated with other
organisational functions...............................................................................................................7
TASK 2............................................................................................................................................8
P3 Compare ways in which various business entities apply to marketing mix to marketing
planning procedure to attain objectives.......................................................................................8
M3 Assess different strategies & tactics applied by company to demonstrate how business
goals have been attained............................................................................................................10
TASK 3..........................................................................................................................................10
P4 Develop & evaluate marketing plan for respective organisation.........................................10
M4 Develop a detailed, coherent evidence-based marketing plan for company.......................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
2

INTRODUCTION
Marketing plays an important role in every organisation as it assist in creating awareness of
product and service offered by the company. It is basically a way to enhance saes as well as
profitability of business entity by using different promotional tools such as advertising, sales
promotion, direct selling. Online marketing and many more. It also help company to gain an
understanding about customer requirements that can be fulfil by company in order to attain
competitive advantage at marketplace (Abbate, 2017). For gaining knowledge about different
marketing concepts and aspects, Cadbury is taken into consideration. It is a Confectionary
organisation which was formed in the year 1842 and its head office is located in London, United
Kingdom. It has presence in more than 14 countries as it offer broad variety of products that is
chocolates, biscuits, cookies and so on. The products of Cadbury is easily available and is
available in various ranges which is one of the reason of leading at marketplace. The roles as
well as responsibilities of marketing function is cover in the report. In addition to this, how
marketing function is interrelated with other departments of company is described in context to
respective organisation. Moreover, comparison and contrast of marketing mix among Cadbury
and its competitor is elaborated in a proper manner. In the last, a marketing plan is developed
that assist in reviewing mission and vision and also attainment of marketing objectives within
given time period.
TASK 1
P1 Explanation of key roles & responsibilities of marketing function
Marketing is one of the most important function in every organisation as it promote goods
as well as services developed and offered by company in an attractive and effective manner
which has positive influence on sales as well as profitability of business entity. It is mainly the
procedure of selling products or service to the target & potential customer prevailing at
marketplace. One of the most significant function of marketing is it assist in analysing customer
requirements and trends which in turn help in fulfilling needs of customer ad retain them for
longer time period (Brychkov and Domegan, 2017). It also help in developing positive brand
image and fight with the competitors exist in marketplace.
3

In relation to a concept, marketing is defined as a belied that states requirements of
customer should be first identified for taking better decision and gaining positive outcome as
well. It is determined that customers are one of the key that an organisation have in order to gain
growth and success within market. Marketing concept involves five elements which assist in
gaining best results and in earning higher profits. These are given below:
Production concept: This concept suggest that customer buy those products and prefer to
consumer those goods as well as services which is easily and conveniently available to them at
an affordable pricing. With reference to Cadbury. Such concept assist in raising the level of sales
as well as profitability in an appropriate manner.
Product concept: As per product concept, it is analyse that purchase decision of customer
is mainly depend on factors such as quality, features and performance at marketplace. In context
to Cadbury, it assist in making continuous improvement & offer innovative products that in turn
help in achieving competitive edge at marketplace.
Selling concept: According to this concept, customers buy products which is highly
promoted within market & has positive image at marketplace. In relation to Cadbury, it promote
products in an attractive manner which help in developing awareness & enhancing brand image
at marketplace.
Marketing Concept: This concept state that it is significant for an organisation to satisfy
customer requirements so that they can gain higher growth and success at marketplace (Cooper,
2020). It also assist Cadbury to satisfy its customer and retain them for longer time period which
has positive influence on market performance and share as well.
Social marketing concept: It is significant for an organisation to offer those goods as well
as services which is easily acceptable and upgrade living standard of people within the societies.
If it is talking about Cadbury, it make use of such concept by conducting CSR activities in an
appropriate and best manner.
Roles & responsibilities of marketing function:
There are different roles as well as responsibilities perform by marketing function with an
aim to improve sales & profitability level of company. It is significant for managers to make
employees clear about their roles & responsibilities so that activities is executed in a timely an
effective manner. It is determined that marketing activities is basically executed by business
4

entities to target right & potential customers. Roles & responsibilities in context to Cadbury is
discussed below:
Identification of customer requirements: It is undertaken as one of the significant role
performed by marketing function as it help in fulfilling requirements of customers and make
them satisfied with products and services that is being offered. Identification and fulfilling
customer needs not only help in enhancing performance but also assist in retaining them for
longer time. In relation to Cadbury., its marketing department conduct market research by
developing a questionnaire which is then filled by its customers (Hanlon, 2019). It help in
gaining insight about what customer wants and at what level companies product fulfil their
requirements so that effective strategy is developed to fulfil their requirements. This will leads to
raise in productivity and profitability of respective organisation effectively.
Apply customer-centric approach: It is determined that marketing function of a
business entity ensures that quality and on time product & service is offered to its customers so
that an effective and string relationship is developed with them. In addition to this, it help
company to develop positive mind set of customer towards brand due to which they remain with
and do not think to switch to another brand. If it is talking about Cadbury, its marketing team
focuses on offering quality service to customers and also ensure that product is provided to them
on time as it help in both customer satisfaction and retention as well.
Advertising and promotion: Another important role is to advertise and create awareness
about offerings of company at marketplace. Marketing department make use of effective
promotional tools in order to advertise product and service in market and these are online
marketing, direct marketing, public relations and many more. In relation to Cadbury, it conduct
marketing campaign and make use of social media application in order to promote its offerings.
It help company to reach large number of people within short time period and enhance
profitability and market performance in an effective manner (Haywood, 2019).
Despite of this, there are also other roles that is performed by marketing department with
an aim to earn higher profit and develop brand image at marketplace. These are branding,
developing relations, market panning and so on. It is stated that performing of all such roles in an
appropriate way assist business entity to gain higher success and growth at marketplace.
5

M1 Analyse roles as well as responsibilities of marketing in relation of marketing environment
It is analysed that marketing department perform different roles as well as responsibilities
like advertising and promotion, branding, customer requirement identification and so on.
Marketing environment involve both internal as well as external factors that has direct impact on
activities & operations of an organisation. It is stated that change in one of this factor impose
business entity to change its marketing strategy which assist in declining level of threats and also
help in dealing with complex business environment. For instance, change in technology requires
an organisation to adopt it and occur high cost to company that might impact on the marketing
budget decide by company.
P2 Explanation of how roles & responsibilities of marketing associate to wider context of
organisation
In every organisation, there are different departments who perform roles as well as
responsibilities assigned to them by higher authorities of company. It is analysed that the
activities of this departments are interrelated with each other and impact on the overall
functionality. It is important for higher authorities of a business entity to ensure that an effective
and string relationship is maintained among marketing and other departments of company so that
objectives are attained in a timely and effective manner (Hisrich and Ramadani, 2017). In
relation to Cadbury, interrelation of different departments with marketing departments is discuss
below:
Marketing and Human resource department: In an organisation, Hr department plays
essential roles such as recruitment and selection, training and development, employee relation
etc. Performing of all such function help company to enhance its productivity level and meet
with targets on timely manner. Marketing department analyse the requirement of a candidate and
then communicate it to human resource department who make use of effective hiring process so
that capable and skilful candidate is recruited for marketing department. This interrelationship
assist Cadbury to implement marketing activities effectively by its talented and capable staff
members that has positive impact on productivity and performance of organisation.
Marketing and finance department: One of the major role perform by finance
department is to ensure that funds are available for implementing activities properly. In order to
do promotion and conduct campaign, marketing department require fund which is then
sanctioned by finance department as per the budget. It is determine availability of funds on time
6

assist Cadbury to execute marketing activities and strengthen its performance at marketplace. It
is analysed that both finance and marketing department is interrelated with each other and help
company to achieve set objectives.
Marketing and production department: It is analysed that marketing as well as
production departments are interrelated with each other & assist respective organisation to fulfil
customer requirements & maintain an equilibrium in demand and supply appropriately.
Marketing team conduct research for gaining information about customer needs and market
trends. This in further communicated to production department who developed goods
accordingly. It help Cadbury to develop a level of trust in customers and retain them for longer
period effectively.
From the above analysis, it is stated that there is interrelation between marketing and
other departments of company and it is significant for higher authorities of Cadbury to emphasis
on maintaining string relationship among departments (Hoque, 2019). This will help in proper
execution of activities that leads to attainment of objectives within stipulated time period.
M2 Examine the importance of interrelationship among marketing & other function of company
It is determined that interrelationship between marketing and other departments plays an
important role in enhancing performance and profitability of an organisation. It help company to
smoothly and systematically execute operations and activities due to which needs of customer is
satisfied in an effective way. Moreover, such interrelationship assist in developing positive brand
image in market and retain customer for longer time period due to which performance level of
respective organisation is maintained properly.
D1 Critical evaluation of key factors of marketing function & how it interrelated with other
organisational functions
It is evaluated that there are different factors of marketing function and is related with
overall functions of organisation. Marketing and HR function is interrelated with each other as it
help in hiring effective candidate who has the capability to perform activities. The finance
department set budget for marketing activities as it help implementation of activity without any
delay and interruptions as well. Moreover, marketing team analyse requirements of customer
which in turn help production department to produce goods that satisfy customer and also assist
to maintain equal demand and supply at marketplace.
7

TASK 2
P3 Compare ways in which various business entities apply to marketing mix to marketing
planning procedure to attain objectives
Marketing mix is consider as an effective tool which had impact on the performance of an
organisation. It assist business entity to gain insight about tactics and strategies of rivals which
help in making improvements and leads to attainment of competitive advantage at marketplace.
Marketing mix consist of 7Ps and on this basis, comparison is made between Cadbury and Nestle
which is one of the major competitor of respective organisation. The discussion states
comparison of Cadbury and Nestle that has been applied in the marketing mix model and is
given below:
Cadbury Nestle
Product It has a strong depth of the model
called as marketing mix because cad
bury offer wide range of market
products. Some great examples are
dairy milk, silk and others. Cadbury
takes their market decisions on the
basis of various demographic factors
and cost production (Kumar and
Mishra, 2019). One of the example
reflects that dairy milk silk holds a
market share of approximately 75%
in the confectionery industry (Simkin
and Dibb, 2013).
Nestle products have generally
based on great knowledge and
skills. They use innovative ideas to
attract the customers by showing
amazing concept of chocolates
packaging. In the market, nestle
sell their products on the basis of
various demographic factors and
fluctuations in demand. Marketing
mix of Nestle consisted of milky
bar, munch and many others.
Nestle products reflect taste and
amazing flavoured in their
products.
8

Price Products such as Oreo biscuits, Cad
bury silk are using skimming prices
so that people's desire will be
satisfied. Cad bury also uses the
bundle pricing to deliver their
favourable products in the market
with the best out it. There products
are different in sizes and bundles so
that cad bury will receive maximum
growth and success in the market
(Baker and Magnini, 2016).
Nestle uses competitive pricing
strategy for their amazing products
including kit Kat, Maggie and
many others. Even they also uses
skimming pricing to target the
individual customers especially for
those who are fitness enthusiasm
and health conscious. Such
products include Nestle A+ slim,
Nescafe coffee.
Place In the global market, Cad bury is one
of the organisation which amazingly
impact in all over the world. Some
products including dairy milk,
Bourneville are even available in the
rural areas. The popularity has been
led the company to extend their
products in all over the world.
Nestle has used the approach of
selective distribution for some of
their products so that their business
will be broad. In more than 200
countries, Maggie is known as the
most usable product amongst all
especially in young adults.
Promotion Public relations is one of the tool
which is adopted by cad bury. It can
be said that cad bury is quiet popular
so this tool which is chooses by the
cad bury in increasing the company
sales and trust of stakeholders.
Nestle uses public relations,
promotion of their sales, and
personal selling in promoting the
products. Such products include
milkmaid, kit kat, Bar-one etc.
People The aim of cad bury is to increase the
sales. People in achieving their
targets includes managers,
Employees who are working in the
Nestle company are act as a crucial
part in increasing the sales of
9

employees and intermediaries. company (Lippold, 2019). It can be
said that employees in Nestle are
reason behind innovative and main
ideas.
Process Cadbury believes in the favourable
products. They generally do not care
about maximum competition of their
same products but they believe in
favourable products which can be the
best in taste and famous ingredients.
Nestle uses new technologies in
manufacturing of their products. In
addition to this, it ensure that
product is offered to customers on
time which develop image at
marketplace.
Physical Evidence It includes logos and amazing stores
available for people in more that 100
countries in the world (Tyson, 2014).
Nestle has been creating a better
evidence connectivity by setting up
coffee corner with their logos in a
vending machines.
M3 Assess different strategies & tactics applied by company to demonstrate how business goals
have been attained
In order to attain business goal, marketing mix tool is adopt by respective organisation. It is
an effective tool that assist in analysing competitors strategy and tactics due to which company
have the opportunity to develop more effective strategy and attain competitive advantage at
marketplace. In addition to this, it help company to again review their products as well as
services from viewpoint of customer and change it which leads to increase in productivity as
well as profitability of respective organisation.
TASK 3
P4 Develop & evaluate marketing plan for respective organisation
Marketing plan is a blueprint of all the marketing activities that is set by higher authorities
in order to enhance performance and profitability level. In addition to this, it involve tactics,
plans as well as strategies associated with marketing objectives of company. It is analysed that an
10

effective marketing plan assist company to identify various aspects like distribution process,
pricing and many more. The higher authorities of Cadbury is decided to add some new offering
in order to attract large number of customer. For this, company is going to launch and offer sugar
free ice-cream of different flavours (Mahajan and Golahit, 2019). Offering of such product is
analysed conducting research and it is determine that people are more concern of their health due
to pandemic. This product will help company to increase its customer base level and strengthen
its market position as well. With reference to Cadbury, marketing plan is elaborated below:
Executive Summary: Cadbury is one of the multinational confectionary company which
provide broad range of products like dairy milk, Oreo, perk and many more. All this product is
offer on different packaging so that people from all classes can consume it. Respective
organisation is going to launch new product that is sugar free ice-cream of various flavours with
an aim to meet with requirements of customer and to attract large number of people which has
positive influence on sales as well as profitability of company. Marketing plan is formed which
consist if mission, vision, strategies, target market, objectives and so in which assist Cadbury to
execute activities related with new product in an appropriate manner. Bringing of such product
also help in attaining competitive advantage at marketplace.
Vision: “To be the first choice of customer and brand loved by customer” is the vision of
company.
Mission: The mission statement of Cadbury is “To offer quality and effective product
which fulfil customer requirements & attain competitive advantage at marketplace”.
Objectives:
 To enhance sales by 15% in coming 15 months by adding and offering new
product at marketplace.
 To raise customer base level by 20% in coming 12 months by offering quality
product at an affordable price to customer prevailing at marketplace.
Situational Analysis:
SWOT analysis: It is define as an effective method which is used by company to know
its strength and weaknesses along with the opportunities as well as threats properly. In addition
to this, it also help company to develop effective strategies and make improvements in its
performance level. SWOT analysis of Cadbury is given below:
Strength Weaknesses
11

 One of the major strength of Cadbury is
it offer wide range of products and at
different packaging with reasonable
price, this help company to attract large
number of customer and earn higher
profits.
 Another strength of Cadbury is its
attractive promotional activities which
influence customer to buy its products
that leads to raise in sales and revenue
of respective organisation.
 It is determined that Cadbury is still not
able to reach in rural market that affect
negatively on its market performance.
 In addition to this, the higher
authorities of Cadbury is not capable to
conduct extensive market research
which enables expansion of product
line.
Opportunities Threats
 It is analysed that people suffering from
Diabetes is rapidly increases due to
which Cadbury has the opportunity to
attract more number of customers via
launching new product that is sugar free
ice-cream.
 Moreover, respective organisation has
the opportunity to enhance its product
line which assist in raising profitability
of Cadbury.
 It is analysed that sugar free chocolates
can easily imitate by its competitors
which has negative impact on its sales
& revenue level.
 Another major threat of Cadbury is its
competitors such as Nestle which offer
same type of product within the market.
Strategies:
Segmentation In context to Cadbury, it segment market in basis of psychographics
and demographics. It involve income level, age group, life style and
many more. In relation to new product, its market segment is people
who uses premium products.
Targeting It is important for an organisation to target right market as it help in
enhancing sales and profitability level. The new product that is
sugar free ice-cream target market is those people who are suffering
12