Marketing Essentials: Roles, Mix, and Strategic Plan for Cadbury

This report provides a comprehensive analysis of marketing essentials, using Cadbury as a case study. It begins with an introduction to marketing and its significance in business, followed by a detailed examination of the key roles and responsibilities within the marketing function. The report explores how these roles relate to the wider business context and the importance of interrelationships between marketing and other functional units. It then delves into the application of the marketing mix to achieve business objectives, supported by practical examples. Furthermore, the report includes the creation and evaluation of a basic marketing plan, culminating in the design of a strategic marketing plan that incorporates the 7Ps framework. The report concludes with a summary of the findings and a list of references.

MARKETNG ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The Key roles and responsibilities of the marketing function for the ...................................1
P2 How roles and responsibilities of marketing relate to wider context.....................................4
M1 Analyse roles and responsibilities of the market environment.............................................7
M2 The significance of interrelationships between marketing and other functional units.........8
D1 Analyse and evaluate the key elements of the marketing functions and interrelation with
functions......................................................................................................................................8
TASK 2............................................................................................................................................9
P3 ways in which organisation applies marketing mix to the marketing planing process to
achieve business objective..........................................................................................................9
M3 Different tactics applied by organisation to demonstrate business objectives...................11
TASK 3..........................................................................................................................................11
P4 & M4 Produce and evaluate a basic marketing plan............................................................11
D2 Design a strategic marketing plan that typically applies the use of 7Ps.............................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is one of the important tools which is used to accelerate structure of businesses
in effective and efficient manner (Thomas, 2011). Marketing is a concept which contains
managing marketing tactics, sales and promotion techniques, consumer behaviours, product sales
and development. This report is prepared to understand the concept of marketing essential. Key
roles and responsibilities off the marketing function and marketing relate to wider context
defined in this context. Marketing functions and interrelation between marketing and other
functional units also defined in this context. Ways are compared with in the organisation subject
to applying the marketing mix to the marketing planing process to achieve business objectives.
Comparison between similar organisation done with practical based examples. Detailed coherent
evidence based marketing plans for the opted organisation illustrated. A strategic plan and
subject to defining tactically applied the use of 7ps to achieve overall marketing objectives for
the Business defined in this report. Cadbury is chosen organisation to elaborate the concept of
marketing essential.
TASK 1
P1 The Key roles and responsibilities of the marketing function for the
Marketing functions are considered as an activities which are organised and managed by
business in order to attain desired objective of business. These functions remain associated with
certain roles and responsibilities which are assigned as per suitability and preferences of
organisational structures. Marketing functions and operations are managed and operated by
business to boost or accelerate the growth of organisation. These functions remain involved with
preparing marketing strategies, marketing plans, promoting sales and distribution services,
product development process, promotions, sales, finance and consumer services. Various roles
and responsibilities in organisational context assist managers and senior authorities to assign
roles and responsibilities and managing functions of organisation. Strategic management, sales
and support system, marketing research sales support system and product development are some
key functional aspects which of marketing essential.
Marketing tactics are applied by organisations and business in order to achieve
competence and perfectness. It communicate organisation with the ethical market environment.
Various type of roles and responsibilities are assigned under various type of functions whicch are
as follows:
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 Selling: It is considered as a process of distribution units and by providing attractive
offers. This is fiction plays vital role subject to emerge the sales graph of organisation.
Distributes, salesmen, suppliers and buyers, clients, customers are main elements which
remain part of selling function (Swenson, Rhoads and Whitlark, 2014). Not all the
aspects remain essential subject to selling functional. This function basically remain apart
from internal management and operation system. Theme of selling function based upon
customer's perspective and assumption. Market plans and assumptions which directly
close with consumer and customers are considered at initial level.
 Promotion: Business and organisations organise promotions activities for introducing
products and services to public. Attracting more customers and clients for better sales and
profitability is main objective of promotion activities. Promotion activities remain
essential part of organisation. There activity helps to analyse the number of potential
customers and targeted groups which are found in market. This function is basically
functioned by business to abolish competitors and getting competitive advantage.
Brand value of organisation also increased with the help of promotional events
and activities. Strong market and business image is based upon effective marketing
tactics and promotion functions. A perfect combination of marketing tactics and
promotion strategies lead organisation towards its desired success.
 Product or service management: assisting customers and clients to understand the
dynamics of products and services is one of the essential element of products or service
management. These services remain associated with maintaining and organising
customers feedbacks and reviews subject to determine customer's prospective. By
providing 24 hours services and customer satisfaction and maintenance services are main
objective of this marketing function. Improvising marketing plans, developing strategies
and plans are some essential aspects which are considered in this context. Better
opportunities and growth remain depends upon effective management and operations of
product and service management.
 Pricing: Price contains specific position in organisational context. This is one of the key
element which directly related to sales and profitability graph of organisation (Silver and
et. al., 2012). It is not important that effective marketing plans and promotional events
assist the business structure towards sustainable success. Optimum pricing technique and
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attractive market policies are also some essential aspects which are considered in this
context. It is required to manage and operate business operations in order to determine
essential aspect for enhancing customer perspective towards price of products. Cadbury is
very conscious about its potential customers and clients which remain associated with
providing better customer services and products.
 Marketing planning: Planning is a process which remain associated with future events
and activities (Rossi, Allenby and McCulloch, 2012). Marking plan is also one of the
important aspect which remain associated with enhancing production and selling graph of
organisation. Cadbury has both conservative, moderate and aggressive strategies in terms
of marketing planing. Organisation has formed its strategies as per its targeted group and
customers. Effective managing and corporative skills are initial requirement of making
marketing plans. Marketing plans of organisation centralised around long term success
and vision. It clarify the image of future perspective and vision of organisation.
 Marketing Information System (MIS): This function is organised by organisation
subject to analysis statistical analysis. To get analytical information and statistical records
marketing information system is used by organisation. This function is basically used by
senior level authorities and managers which keep aligned with preparing effective
marketing strategies and plans. MIS function assist organisational structure to sort out the
complex business situation and equations which become barrier in sustainable growth of
organisation. Collecting information, analysing trends, managing and administration of
large business functions are main objective of MIS system. Managers and users have to
understand the complexity and consciousness of marketing function.
 Market Research: this is a part of evaluating position of organisation with in market,
customer perspective, analysis of behaviour of customers for better operation and
management, product development and management, innovation and inventions in
products and services. Cadbury has its own research and development department which
innovates products and services time to time. Market research function helps to track the
current position of organisation subject to customer's perspective and mindset. Market
research is formed to determine the position and required changes to develop and
innovate product and services of organisation (Pike, 2015). Market price, consumer
choice remain at priority in organisational context.
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 Financing: Finance department of organisation operates and run financial activities of
organisation. Finance is the only resource by which organisation become eligible to
address task and projects in aligned manner (Perreault, 2010). Finance managers and
accountants are assigned roles and responsibilities for smooth functioning of finance
function. Effective management and operations based upon optimum utilisation of
financial resources. Finance department prepares financial plans for further events and
activities. Finance managers analyse the best and suitable option for financing and
analysing position of organisation. Financial plans not only advise to utilise financial
resources effectively but also keep control on misuse of resources. Working capital, long
term financial resources, debts and liquidity are key aspect analysed under financing
function of organisation.
An organisation can fulfil its finance requirement from two perspective one is
generating finance from internal resources and second is generating finance form external
resources. Retain earnings, profit utilisation and reserves and surplus are considered as
internal sources of generating finance. Investors, banks, financial institutions and
shareholders are considered as external sources of generating finance.
P2 How roles and responsibilities of marketing relate to wider context
Roles and responsibilities plays vital role in order to get business goals and objectives. In
marketing perspective business goals and objective plays essential role subject to identifying
tasks and projects requirement, assigning roles and responsibilities as per capability of individual
and group, specialisation of task and business requirements etc. without analysing roles and
responsibilities effective management and operations cannot be imagined properly. Both
individual and groups remain associated with analysing the performance of organisation. Role
and responsibilities are bifurcated in wider context subject to attain competitive advantages.
Cadbury is one of the largest organisation which is made for managing skills and
operations in adequate manner. Organisations adopt marketing tactics subject to analyse
marketing tactics and analysis of future operation. Effective decision helps to analyse and
evaluate customer choice and perceptions. Marketing accelerate the structure of growth and
sustainable structure of organisation (Papasolomou and Melanthiou, 2012). Framing marketing
strategies and plans are essential aspects which remain associated with enhancing sales and
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revenue graph. Marketing tactics and statistics helps to elaborate the dimensions of supply chain
towards targeted sales group. It is required to analyse the cost and control aspects.
 Sales and marketing department: sales and marketing department of organisation
remain interconnected with each other. Competitive strategies and plans are essential in
order to attain competitive advantages (Ormrod, 2014). Distribution and brand image are
two major competitive factors which impact and enhance the structure of organisation in
respect of Cadbury. Organisation is conscious towards analysing customer interest and
choice. Pops and moms stores remain subject to large end and departments stores. It only
remain possible subject to extensive distribution channel.
Distribution channels are created as channel creating competitive edge over
others. This is the main aspect which remain associated with promotion and
communication channels. It helps to reduce credibility subject to educate customers more
then confectioneries which provides positive reflection subject to marketing mix.
Company deals in multiple delicious cookies and food products such as biscuits and
cakes, beverages and ice creams. Distributing products and services with attractive and
effective marketing tactics are considered in this aspect. Cadbury become eligible to
make strategies and plans at extreme regions. Organisation has smooth and organised
structure subject to distribution products and services with in rural and urban areas. This
is one of the key area where organisational functions not only associated with
promotional activities but also remain associated with effective management strategies.
 Research and development: this department is basically remain associated with the
development and growth of products and services in well organised manner. Cadbury
keep analyse consumer interest and take feedbacks and reviews form customers subject to
product development and innovation (Novak, 2011). At per recent report a study in
respect of research and development of products and services came across in which
research and development dynamics were elaborated. After take of Cadbury kraft
invested approx 17 million pounds in research and development in the UK region. This
was one of the valuable efforts in the history of Cadbury company. Major impact fall
upon investment in to the Bournville project. This was crucial part in the history of
company where two projects were managed at single point of time.
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Research and development department of Cadbury was associated with
innovation and development of products for a specific time duration and limit. This is
also considered of of the immediate approach subject to analysing factors which impact
and affect the image of brand value of company. Well planned organised structure of
research and development function assures organisation to give guaranteed success.
Various type of essential aspects and elements are considered in organisational context
to emerge and support research and development department of organisation.
 Marketing and information technology department: for better forecasting and
planning, relevant information remain required from various type of credible sources
(Mihart, 2012). There are some critical factors also remain associated with market
research and product development. Important elements remain associated with complete
market structure which not only analyse customer perspective but also helps to reduce the
level of research and development of product and services. It is required for an
organisation to develop strategies and plans to improve and modify the structure of
organisation parallel customer choice and perception.
Market analysis requires in depth knowledge and information subject to innovate
and developing effective marketing strategies. Technology has been advanced in respect
of analysing critical aspect of business and relations. It is require to analyse the critical
path and structure of developing strategies and plans with the help of information
received form technical system.
 Human resource and marketing department: Human resource department and
operation provides human resources for assessing tasks and projects in organised manner.
It is not possible for organisation to manage the human resources at large level.
Organisation and business have to manage potential and skilled workers with in the
organisation. There are some crucial features are found in structure of human resource
department of Cadbury. Human resource manger of Cadbury operates various human
resources functions such as HRM man as an intellectual, as a educator, as a discriminator,
as a executive, as a leader and as a visionary. All these functions remain centralised
around building strong human resource structure of organisation (Malhotra, Birks and
Wills, 2013).
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HRM practices remain associated with recruitment and selection process,
performance appraisal, training, employee healthy and safety, stress management and
compensation and benefits. Cadbury hires high skilled and professional employees for
better operations and management.
 Finance department: In every organisational context finance department is prepared to
plays vital role subject to analyse the cost of operations and management of financial
resources for better operations and management (Lamb, Hair and McDaniel, 2011).
Arrangement of financial resources, allocation and appropriation of financial resources at
required areas are key functional areas in which finance department of organisation.
Finance department of organisation analyse the cost and sustainable structure of
investments and imply best option which remain beneficial for both internal and external
growth of organisation. In wider context Cadbury has its own finance department which
analyse financial structure and department of organisation in order to determine best
financial and investment option. Finance department not only manage financial resources
in adequate manner but also helps to maintain ethical order subject to utilise financial
resources.
 Customer services department: this department basically centralised around customer
satisfaction and proving maintenance services. This also comprise the size of associated
risk which reduce the negative aspects and feedbacks form clients and customers. This is
also one of the essential aspect which helps to resolve customer choice and perception in
order to achieve customer interest and attention. Cadbury has its help line number at
which complaints are resolved at priory basis. Best consumer and customer relations
based upon effective marketing strategies and plans. It is required for an organisation to
provides aids and compensation to clients for their contribution with in the organisation.
Effective and better customer services not only build strong customer relations
but also bring more customers. It improvise the ethical structure of organisation in terms
of emerging the scope of business relations and developing strategies.
M1 Analyse roles and responsibilities of the market environment
Assigning roles and responsibilities helps to analyse align task and project requirement in
organised manner (Jones and Rowley, 2011). Changing market environment and business
situation reduces the capability of organisation subject to deal with challenging situations.
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Marketing management of planning process remain associated with assigning role and
responsibilities of organisation. Variations and changes in assigned roles and responsibility also
required to manage for better forecasting and analysing performance of organisation. Developing
plans and strategies, information and details related to marketing monitoring, market
segmentation, brand equity, dealing with competition and product services are main roles which
are assigned in organisational context.
Marketing environment is made of various elements like macro environment, micro
environment, internal environment and business environment.
M2 The significance of interrelationships between marketing and other functional units
There is an interrelation is found between marketing and other functional units.
Marketing directly related to selling department of organisation. It is assumed that marketing
tactics remain associated with enhancing sales graph. Indirectly increased sales records enhance
profitability (Hauer, 2011). There is a circular connection and interrelation found between
marketing, sales and profitability. Market analysis provides information related to targeted
market for desired sales records and aspects. It also assist managers subject to making selling and
distribution strategies and plans. Important and supportive information can only be gathered by
market analysis. Marketing department of organisation also remain connected with
following departments such as operations management/ production department, finance
department, human resource management etc.
D1 Analyse and evaluate the key elements of the marketing functions and interrelation with
functions
Internation of marketing function of organisation is found in both dynamic and
constitutive way. In some fields marketing function connected with other functions directly and
in some fields it remains interrelated in indirect form. Adequate research and development,
quality measurer and aspects, designing, specialisation and professional skills are some essential
parts which are considered in marketing function (Dibb and Simkin, Desai, 2013). This is not the
main aspects which remain directly connected with marketing functions. Financial and human
resource management functions are also key elements which remain connected with
departmental aspects and measurements.
Marketing strategies influence organisational function in sequential manner. Effective
marketing strategy will boost the sales graph, increased sales results will give positive in terms of
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enhanced profitability and optimum utilisation of profit lead organisation towards desired goals.
As per functioning chain it is considered that how marketing function indirectly interrelated with
sustainable success of organisation.
TASK 2
P3 ways in which organisation applies marketing mix to the marketing planing process to
achieve business objective
Marketing mix is a process which helps to analyse marketing structure subject to evaluate
positive and favourable market conditions. This is the strategy which helps to analyse product
feasibility in various forms (Clow and James, 2013). There is a marketing mix compared
between Cadbury and Nestle.
Elements of mix Cadbury Nestle
Product Cadbury has a vast product
categories such as dairy milk,
Bournville, Five star, Perk,
Cadbury eclairs and biscuits are the
main segments considered in
product analysis.
Beverages, milk and milk products,
cooking aids and dishes, chocolates
are main elements which are main
products. Brand equity and image is
one of the essential aspect which is
covered subject to managing customer
interest.
Price Quality products at standard prices
are main strategy which around
which Cadbury pricing tactics. It
provides products at regional and
standard price. Every category of
product contains speciality subject
to promoting services.
Price is considered strength of Nestle
which comes form its packaging and
consumption based pricing. It has
moderate pricing policy which helps
to maintain consumer interest and
satisfaction. Cadbury is nearest
competitor in respect of analysing
price. Nescafe is considered Nestle's
gold product in terms of profitability.
Place Urban areas, cities and destinations
are prime targeted in the form of
place. A, B and C are categories
Nestle pursues FMCG strategy subject
to involves breaking bulk. Typical
distribution strategy of Nestle is
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which are bifurcated as per rural,
urban and standard areas. It is
known as weak but remain high in
demand perspective.
related to distribution channels. Nestle
channels is considered as strong and
good marketing and sales networks
across the world.
Promotion Promotion strategies are defined in
respect of promoting and building
product image in market. It has
large customer market in India,
U.S. and in the U.S. Promotion
techniques are based upon
customer prespective.
Product quality and aggressive pricing
strategy is key functional and
managing strength which provides
string base for better operation and
management in organisational
context. It adopt attractive and
advertising strategies for better to
attract targeted sales group. It has
specific tag line or punch line subject
to promoting products and enhancing
popularity among customers. KitKat
centralised around “Take a Break”
and Nescafe has its advertisement
music tone.
People Products are categorised for all
group of people and individual.
Every age group of customer can
consume products of Cadbury.
It has covered all type of groups
whether low income group, high
income groups and moderate income
groups. Product of Nestle is
categorised in various ways and for
every group have different options.
Process Advanced technology, improvised
and innovate techniques are used to
improve production process.
Nestle is one of the international
brand which is organising
international supply chain. Process is
evaluated in various steps which is
divide subject to manage debtors and
creditors.
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Physical evidence Strong customer market and brand
image provides a vast overview in
consideration of physical evidence.
Products and services of organisation
are certified subject to attain
consumer interest and interest.
M3 Different tactics applied by organisation to demonstrate business objectives
Building brand image, improve products and services, enhancing profitability, achieving
core competence is one of the key business objectives around which operational functions
remain centralised (Blythe, 2012). It is important for organisations to demonstrate business
objectives. Marketing planing process helps to reduce the conflict levels and operational
structure of organisation in consequent manner. Business objectives remain common at every
level whether managerial, employer and low level. Organisational aim basically bifurcated in
dynamic form such as creating group roles and responsibilities for desired aim and objectiveness.
Ana lying risk factors which impact operations and department of organisation to achieve desired
success are abolished by splitting roles and responsibilities in groups.
Budgeting plans, risk assessment and specialisation of tasks and projects lead individual
and group to accomplish business objectives. Business aims and objective remain large in size.
To attain these aims of business objective organisation divide the structure of business in several
parts such as individual, groups, teams and performance measurements.
TASK 3
P4 & M4 Produce and evaluate a basic marketing plan
Market analysis is one of the basic approach which helps to analyse and evaluate market
situation. Cadbury wants to introduce new chocolate which is more delicious and effective and
healthy for children.
SWOT analysis: SWOT analysis is done in respect of Cadbury company
Strength Weakness
 It is reputed organisation subject to
chocolate distributor
 Pricing strategy is flexible as per
customer mindset
 Lack of visibility of products in rural
areas.
 No product and categorises for diabetes
patients and customers.
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 Strong marketing and distribution
channel
Opportunities Threats
 Opportunity to increase sales records in
festive seasons
 Acceptance of globalisation
 Low calories and quality products
 opportunities to grow chocolate market.
 Lack of brand value and credible in
with in chocolate organisation.
 Large numbers of competitors such as
Nestle.
 Availability of substitute products
Apart form it segmentation, targeting and positioning is major aspect which is considered
essential to revise the stricture of organisation (Berkowitz, 2010).
Competitor analysis: as the organisation intends to increase credibility and visibility in
the market. This is one of the essential aspect which is done in this subject.
Marketing budget: Market budget helps to determine the estimated cost and revenues
form expected business activates.
Budgeted Marketing plan
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial
money 12000 9800 7800 11000 1400
Investment 14000 14500 3200 15000
Total 12000 23800 22300 14200 16400
Market outlay plan
Marketing
outlay
Promotion 4500 5600 6900 4800 7800
sales
publicity 5000 3200 1800 1200 3500
Direct
selling 1500 1800 1500 3500 1440
Total 11000 10600 10200 9500 12740
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D2 Design a strategic marketing plan that typically applies the use of 7Ps
To make effective marketing strategies marketing mix tool plays vital role. This model
usually indicates towards designing, innovating and delivering products and services in ethical
manner. Strategies are planed in various forms such as how products and services are developed,
how can pricing model can be changed, what are the distribution options, promotion activities,
combination of communication channels, well trained staff and analysing performance.
Marketing mix are considered important in respect of accelerating organisational structure in
right direction (How to Create a Marketing Plan. 2017). This remain important subject to
building profitability and selling graph. This tool is basically used to understand and analyse
potential aspects in traditional terms. Product, price, place and promotion are main elements
which are found important in organisational context.
CONCLUSION
Marketing essential is one of the essential aspect which is defined in this context. Key
roles and responsibilities and role of marketing and how it is interrelated with other functional
units are defined in this context. Duties and liabilities under various functions are also defined in
this context. Ways are compare in which marketing mix 7Ps are achieved subject to overall
business objectives defined in this context. Basic market plans developed and evaluated for
marketing plan. Overall market environment is analysed in two organisation.
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<https://www.entrepreneur.com/article/43018>.
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