Report on Marketing Roles, Responsibilities, and Strategy for Cadbury

This report provides a detailed analysis of the marketing function within Cadbury, a multinational confectionery company. It begins by defining marketing and its core activities, emphasizing its role in increasing sales and profitability. The report outlines the key roles and responsibilities of the marketing department, including market information gathering, marketing planning, product design and development, standardization, packaging, promotion, pricing, and product distribution. It examines how these responsibilities relate to the broader organizational context, highlighting the importance of understanding customer needs, monitoring competition, and building a strong brand image. The report also discusses the marketing mix and how it is applied to achieve business objectives, along with a comparison of the 7 P’s of the marketing mix between Cadbury and its competitors, culminating in the development of a strategic marketing plan to achieve organizational goals. The report emphasizes the importance of effective marketing in driving revenue growth and market share for Cadbury.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
P1. Explain key role and responsibility of marketing function..............................................3
P2. Explain how roles and responsibility of marketing related to the wider organisational
context. ..................................................................................................................................8
TASK 2..........................................................................................................................................11
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.................................................11
P2. Produce and evaluate a basic marketing plan for an organisation.................................15
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing can be defined as a study of management which is related to goods and
services offered by organisation (Ajami and Goddard, 2013). It consists of all the activities of
organisation which helps in increasing sales and demand of products and services offered by
organisation. Marketing is a process of promoting and advertising company’s products or
services in order to communicate its features. Company conduct various marketing activities so
that it can inform customers about its products and services. Marketing activities includes
identifying needs of customers, developing products as well as promoting it and satisfying
requirement of consumer. Marketing helps in increasing sales and profitability of company. For
this report chosen company is Cadbury. This is a British multinational company which is dealing
in confectionery industry. Cadbury Company was founded in 1824 by John Cadbury. It is
providing various products all over the globe and it’s headquarter is located in London, England.
This report is based on different roles and responsibility of marketing function for organisation.
It includes how marketing function roles and responsibilities are related to context of
organisation as well as its importance in developing valuable product of a company. its various
factor in marketing environment which influences business decision making. This report consist
of different functions of marketing mix as well as comparison of 7 P’s of marketing mix between
chosen company and its competitors company. Strategic management plan is also develop in
order to achieve set goals and objective of organisation.
TASK 2
P1. Explain key role and responsibility of marketing function.
Marketing refers to all activities undertaken by an organisation with the motive of
promoting buying and selling of products and services of company. It includes various activities
such as advertising, promotion, communication, selling and other activities which help in
increasing sales and demand of company in market area (Beane, 2012). Marketing is a process of
organisation through which goods manufactured by can be delivering to ultimate customers. This
is a very crucial function of business as it helps in identifying and analysing needs and wants of
customers as well as developing a product which leads to satisfy customer’s requirements. The
concept of marketing is majorly related to product of company, price, place and promotion of
product manufactured by organisation. Marketing is very helpful in identifying and selecting

design of product as well as developing a valuable product. It also needs to determine prices of
product and services offered by organisation and develop an effective pricing strategic.
Marketing department has to select best distribution channel for delivering products to ultimate
buyers (Brandell, 2014). Promotion is also responsibility of marketing function which includes
developing and implementing new or creative promotional strategy in order to inform customers
about product and services offered by company. Marketing department of Cadbury Company is
responsible for implementing all those activates which help organisation to increase its sales as
well as enhance profitability. Effective and efficient functioning of marketing can be considered
as a reason of Cadbury company success. Marketing department is overall responsible for
growing revenues and increasing market share of Cadbury’s business. Different roles and
responsibility of marketing in context of Cadbury Company is mentioned below.
 It is responsible for developing various marketing strategies which is beneficial for
business and its process.
 Role and responsibility of marketing includes listing to customers for understating their
needs and wants.
 Marketing department has to keep a track on new treads of society as well as it is
responsibility for marketing to keep organisation updated about marketing trends.
 Monitoring completion and evaluating new or innovative strategies used by rival
company is responsibility of marketing.
 One of the most important roles of marketing is to work on brand value and develop a
strong brand image of company.
Marketing is a very essential function of organisation as it deal with various activities of
company. Marketing function is related to planning of different strategies which help in
improving market share and get competitive advantage. Marketing function organize different
resources of company in order to get optimum utilization of organisational resources. It needs to
understand the environment in which organisation is providing its products and services so that
marketing department can successful implement strategies developed (Brandes and Brandes,
2015). Marketing function role is to direct different activities of marketing towards set goals and
objective. It is also responsible for controlling its activities and taking corrective measures
whenever required. Marketing function is responsible for satisfying needs and demands of
customers by providing products as per their requirement. It also helps in increasing total

revenues of Cadbury Company and increasing production of current products. Reduction in cost
of sales as well distribution is responsibility of marketing function by conducting effective and
efficient marketing process. Major roles and responsibility of Cadbury marketing function is
mention below.
Market information
Marketing function is responsible for gathering and collecting information form market
area. It is very important for Cadbury Company as it deals in different area of the world. So it is
role of marketing function to collect information about customers and market place where
company is providing its products and servies (Brooksban, kSubhan and Miller, 2018).
Marketing information can be gathered by conducting a proper market research. This fuction of
marketing is responsible for identifying needs and wants of customers in order to develop
various strategies for organisation. By analysing and evaluating needs and wants of customers,
company can develop a product which leads to stratify demands of customers.
Marketing planning
Planning is a very essential part of mareting fuction as it deals with developing strategic
decisions for organisation. Marketing planning is a term which refers to analysing where
company is and where it wants to reach. Cadbury has set some goals and objective so in order to
achieve those goals it is very important to develop an effective plan. Marketing function is
responsible for developing a plan for organisation by identifying and evaluating market
environment as well as customer’s requirements. Marketing function role is develop a plan
which hep organisation in increase its demand in market area.
Developing and designing of product
Product design and development is a very important part of organisation as it will help in
attracting customers towards product. It is role and responsibility of marketing function to
develop and design creative and innovative products (Chang and Chen, 2017). This is
responsible for take various decision regarding design of products. Product should be develop in
a relative ways to influence customer and company’s product should be able to full fill needs and
wants of customer. Special design of a product will help company to gain competitive advantage
from its rival company.
Standardisation

This refers to setting standards for the quality and quantity of product manufactured by
company. Standardisation is very important in deliver high quality and a valuable product to
customer. it is role of marketing function to set standard regarding size, quality, weight, design,
colour as well as raw material to be use for developing product (Cluley, 2017). Marketing
function of Cadbury Company is responsible for determining standards of product that satisfy
needs and wants of customers as well as increase demands of product in market area. By
providing high quality product Company can build trust for its consumers. So marketing function
role is to set right standards for products and this standard will help in measuring actual products
with the set standards.
Packaging and labelling
Packaging refers to material used for wrapping products and labelling is a work used to
describe the information written on product. This is role and responsibility of marketing function
to take decision regarding packaging and labelling of good offered by Cadbury Company.
Packing of products keep products safe and fresh for longer time as aim of packaging is to avoid
breakage or damage. It is very important function of marketing which help customers to carry
product easy. Packaging of product should be in such a way it attract customers as well as
provide convenient to user. Marketing function role is to decide about labelling of products and
its is responsibility of marketing function to correctly label product so that customers get correct
information about ingredients used by company in developing product.
Promoting
Promotion is an essential function of marketing as it helps company to promote products
and services offered to customers. This is one of the major responsibilities of marketing function
to promote product (Dissanayake, 2015). It is role of marketing function to identify and analyse
the most effective method for promoting goods manufactured by Cadbury Company. There are
different types of methods of promotion such as advertisement, sales promotion, personal selling
publicity, online marketing. Marketing function is responsible for analysing which methods
should be use at different place so that it will be able to attract or inform more and more
customers about product as well as its features.
Pricing
This is one of the most difficult tasks for marketing function as it directly affect
profitability of organisations. Marketing function of Cadbury Company is responsible for

develop an effective pricing strategies for business so that it can earn large amount of profits by
sales it products. Price of a product is refers to amount charged by organisation in exchange of
products. Role of marketing function is to develop different pricing strategy and evaluating best
prices of product (Johnson and Chvala, 2017). Price of products depends upon various factors
such as cost involved in manufacturing of products and prices of competitor’s product It is
responsibility of marketing function to identify price charged by rival companies and then take
pricing decision.
Product distribution
Product distribution is refers to physical distribution or movement of products form one
place to another. Under this marketing function is responsible for choosing right way to carry
Cadbury products from where they manufacture to end customers. Physical distribution includes
different factors such as transportation, inventory, order processing and warehousing. This
function is important to deliver product safely to customers so that they can buy and consume it.
It is role and responsibility of marketing function to deliver and distribute products at right time
and right place. There are various methods for distributing goods from manufacturing point to
shop so that customer can purchase it so marketing function is responsible for selecting right
distribution channel.
Transportation and warehousing
This function consists of actual movement of products from production house to different
area. Manufacturing of Cadbury product is done at some area but it is providing its products to
worldwide area. These products are transported from manufacturing place to different place or
various shops for sales of products (Kastenholz, Carneiro and Marques, 2012). It is role of
marketing function to select right transportation facility so that good can reach to ultimate
buyers. Warehouse is a place to store products manufactured by company so later use. There is
some time lag between production of goods and sales. So, marketing function is responsible for
choosing good and safe place to store products for some. Its role is to identify how much
products should be stored in warehouses.
Marketing function play a very significant role in building strong brand image and
maintain effective relationship with customers. Role and responsibility of marketing function is
to enhance profitability of Cadbury Company by increasing demands and sales of its product in
market area.

P2. Explain how roles and responsibility of marketing related to the wider organisational context.
There are various roles and responsibility of marketing which is related to wider context
of Cadbury company. Marketing department is responsible for taking various decisions for
achieve set goals and objective of organisations. All these decisions and strategies are affected
by environment in which company is deal (Lal, 2013). Marketing environment consist of micro
and macro environment which influence decision of organisation as well as customers. There are
various factors of internal and external environment and it is responsibility of marketing
department to carefully analyse these factors so that company can attain set goals and objective.
There are various role and responsibility of marketing with context of marketing environment
and these are mention below. Market research: It is responsibility of marketing function to identify and analyse need
and wants of customers so that company can modify its products as per demand of
customers. Marketing department of Cadbury Company needs to conduct a proper market
research in order to evaluate market and customers requirement. This company is dealing
in large area where customer needs are continuously changing so it is role of marketing
department to analyse demands of customers. Market research needs a proper planning as
well as various researches so that researcher can successfully conducts its market
research. Marketing department role is to analyse market information about various
factors such as products, price, social trends, requirement or demand of products etc. All
this will help in offering better products to customers. Monitoring marketing environment: Marketing department needs to monitor
environment in which company is dealing. Marketing environment consist of various
factor of micro and macro environment of business. By monitoring market environment
this department can easily identify new trends as well as strategies used by rival company
to promote its products (Lazer and et.al., 2012). Marketing department is responsible for
carefully monitoring marketing environment so that it can help company to be updates.
This will leads to using innovative tools and technology in business and its process. It is
crucial role of marketing to identify new developments in market place. Developing market strategies: Marketing department is responsible for developing
various strategies for organisations in order to deal with rival companies. Cadbury
Company is well known brand but it have to face high completion from other well

performing companies. So it is responsibility of marketing department to handle high
competition of company and develop effective strategies which help in getting
competitive advantage from other rival companies. Marketing manager’s role is to take
decision and develop strategies to achieve set goals and objective of organisation. They
are responsible for developing and implement strategies which lead to attract more
customers to Cadbury company as well as increasing marketing share of business.
 Market segmentation: Marketing segment refers to dividing large group of customers
into small parts. It is responsibility of marketing department to analyse and evaluate
marketing environment so that company can divide customers group according to
different requirement (Mettler and Guiberteau, 2012). Market segmentation can be done
in various need bases such as geographical, demographic, behavioural and
psychographic. As Cadbury is offering different products as per requirement of large
number of customers its is vary important for marketing department to divide market area
into different segment and select its target customers. Marketing managers is responsible
for choosing or targeting right and potential segment.
There are different department in organisation and it is very important for interlink of
marketing department with other department for achieving set targets of company. Interrelation
of marketing function with other functions of Cadbury is mention below.
Marketing with Human Resource
Marketing department needs to closely work with human resource department in order to
improve productivity of organisation. Human resource department is responsible for finding and
hiring right skill set for organisation as well as training them to improve their ability or
performance. Marketing department of Cadbury company needs to communicate with HR team
about requirement in new employees to full fill vacant position of marketing department
(Mokoena Mafini and Dhurup, 2015). It is responsibility of human resource department to recruit
and select well qualified candidate for marketing team with high skill and ability to perform
required task. Marketing team will help human research department is various activities of
promoting vacant job opening in organisation. This will help in attracting more candidates to
apply for job opening.
Marketing with Finance

Marketing department is majorly responsible for promoting products in order to increase
sales of company. Finance department of Cadbury Company provide budgets to each and every
department to carry out its functions. Functions of marketing and finance department are
interlinked with each other as finance team will provide sufficient budget to marketing team.
Marketing department needs to analyse and evaluate market area and customers in order to
satisfy their requirements (Naha and Whale, 2012). It is responsibility of marketing to monitor
market environment and identify new tools and techniques introduced in market. This
department will communicate innovative and creative techniques to finance department so that
they can increase their effectiveness and efficiency. This will leads to improve in performance of
finance department.
Marketing with Production
Production department deal with manufacturing of goods. Marketing department of
Cadbury company is responsible for analysing needs and wants of customers by conducting an
effective market research. By this research it is easy for organisation to take various decisions
about its products. Production department will manufacture products according to market
research conducted by marketing team so that company can offer products which satisfy
requirements of customers (O'Hehir, Holgate and Sheikh, 2015). Marketing team will set
standards for production department regarding quality, size, colour, design of product etc. These
standards will help in measuring actual production of goods with required standards. Marketing
team will also forecast the future demand of product and manufacturing of product is based on
set quantity.
Marketing with Sales department
Functions of sales and marketing are interrelated with each other so it is very important
for marketing function to closely work with sales department. Sales department is majorly
responsible for improving sales of Cadbury organisation in order to achieve more profitability.
Marketing team will develop and promote products manufactured by organisation and sales
teams have to enhance sales of company in market area. All department of Cadbury is
interrelated with functions of marketing department. This will help organisation to achieve set
goal and objective as well as smooth functioning of business.

TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix can be define as a set of actions which help organisation to promote its
product in market area. It consist of various factors which can be controlled by company and
helps in improving sales and profits of company. Different companies use marketing mix in
different ways to promote its products and services (Ressler, 2013). Marketing mix includes
product, price, place, promotion, people, process, physical evidence. These 7 P's of marketing
will help company in developing combination of strategies. Comparison between marketing mix
of Cadbury and Nestle is mention below:
Basis Cadbury Nestle
Product Cadbury company is dealing in
a confectionery industry and
developing various food
products. It is offering wide
range of products. Cadbury
products list can be categories
into bars, boxes, rolls, multi-
packs, beverages, cooking
products, desserts, ice creams,
biscuits etc. Some products of
Cadbury is Boost, Bournville,
Dairy Milk, Eclairs, Drinking
chocolate, Bournville Cocoa,
Chocolate sprinkler, Cookies
choc chips etc. Cadbury is
using more milk in this
products as compare to other
companies.
Products refers to anything
which is manufactured by
company in order to full fill
needs and wants of customers.
Nestle company deal in a food
processing company and
offering different products as
per requirements of customers.
Its products range is can be
categories into different parts
such as beverages, milk and
milk products, cooking aids,
chocolates, baby food etc.
products of Nestle consist of
Nescafe, Nespresso, Acqua
Panna, Buxton, Cereals, Chef
Mate, Santa Rica, Frozen food
and desserts products, Boost

etc.
Price Price refers to value of
products charged by company
for providing its products and
services. Cadbury company
can offering high quality
products to customers so its
prices are comparative high
(Robertson and Wardrop,
2012). It is very essential for
Cadbury to develop right
pricing strategies. Its prices
are based on area where it is
serving. Pricing strategies of
Cadbury product is based on
the cost involved in
manufacturing process as well
as country in which company
is severing.
Pricing strategies of Nestle
products is based on the area
where company is offering its
products as well as price of
competitors products. By
setting too low prices from
competitors will affect
profitability and high prices
may leads to effect on sales of
company . Company need to
analyse market area where it is
providing its products and
services and needs to
understand pricing strategies
of its competitors in order to
set right price according to
market area.
Place It includes various set of
activities that help company to
deliver its products to targeted
customers. Cadbury needs to
distribute manufactured
products to different area so
that customers can purchase its
products. It is very important
for company to chose right
distribution channel so that its
products timely reach to
Nestle company is dealing in
large market area so it is very
important for this company to
develop a strong distribution
channel. Place is refers to area
from where customers can
easily buy and purchase
products. Strong distribution
channel will help company to
maintain demand and supply
of products in market area