Marketing Report: Cadbury's Roles, Responsibilities, and Marketing Mix

This report provides an in-depth analysis of Cadbury's marketing function. It begins with an introduction to the importance of marketing and then delves into the key roles and responsibilities of the marketing department, including defining the brand, gathering marketing information, product designing, conducting campaigns, and utilizing various platforms. The report further analyzes the roles and responsibilities within the context of the marketing environment and explores the interrelationship between the marketing function and other functional units of the company, such as research, strategy, and planning. The report also explains how marketing roles relate to the wider organizational context, emphasizing the collaboration between marketing and production, finance, and research & development departments. The report concludes with a comparison of the marketing mix of Cadbury and another organization, highlighting different tactics applied by companies to achieve their business objectives. Overall, the report underscores the significance of a well-coordinated marketing strategy for achieving business goals and maintaining a competitive advantage in the market.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function ...................................3
M1 Analyse the roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................5
M2 Interrelationship between marketing and other functional units of a company..................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................6
TASK 2............................................................................................................................................8
P3. Comparison between the marketing mix of two organisations.............................................8
M3 different tactics applied by companies to achieve their business objectives......................12
CONCLUSION .............................................................................................................................13
REFERENCE.................................................................................................................................14
Books and Journals........................................................................................................................14

INTRODUCTION
The marketing function plays an important role in the organisation. Marketing is defined
as activity which is related to promoting and selling of products. This consists of various actions
that are undertaken to draw in customers and to maintain relationships with loyal customers.
Sales of the company directly depends upon performance of marketing department. The main
aim of marketing is to provide products and services to customers and increase customer
satisfaction level. Marketing department of the company is responsible for delivering of quality
products to the customers. The company which is considered in this report is Cadbury. This is
British confectionery organisation and this is owned by Mondelez International. The
headquarters of this company are located in Uxbridge, London. The present report discusses
about roles and responsibilities of marketing function. This report includes marketing mix of
Cadbury and this will help in analysing the importance of marketing department within the
company.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing function can be regarded as a function of organisation which helps to create a
relationship between prospective customers and company's products and services. This is a
function which helps in promotion of company's products in their target market. Various
functions of marketing include researching of market, planning, development, sales, after sales
service etc. marketing function consists of various roles played in business.. all such functions
together contribute in achievement of objectives and development of marketing department of
company. Key roles and responsibilities of marketing department of Cadbury are disccused
below:
Roles of Marketing:
Defining brand: Cadbury is a well established brand across globe. Marketing department
of Cadbury is very well established. Defining a brand is very essential for every company, it
basically includes information of what a brand is all about. In context of Cadbury it is a brand
dealing in chocolates and target market for this brand is not a particular group but people of all
age groups(Tan and Sousa, 2015).

Gathering Marketing information: This is very essential function in which information
is gathered related to target market of company. Marketers of cadbury make attempt to try to
identify needs and then modify their products according to that.
Product designing: This is very important role played by marketing department in
Cadbury in this they try to identify present and what can be future demands of their customers
and after that they design products according to it. To increase overall awareness for their
customers Cadbury always tries to establish coordination between production and marketing
department of company.
Conducting Campaigns: Marketing department should try to promote and advertise
their brand. Several campaigns have been initiated by Cadbury for promotion and advertising of
their products. Cadbury believes in organising such campaigns so that they are able to promote
their products and increase overall sales.
Use of various platforms: There are various platforms which are Cadbury can use to
promote and advertise their products. Cadbury has been using print media, television
advertising, hoardings and many other sources for advertisement of their products. Changing
scenario has also forced companies to use digital media as a source of advertising their products.
This is platform which is attracting youth towards and is also a very cost effective technique also
for company and helps in saving of time.
Responsibilities of Marketing Function:
There are some important responsibilities also which are played by marketing department
of company. Several responsibilities played by this department are mentioned blow:
Researching: This is very important responsibility of marketing department that they are
able to properly research their target market and target customers. This researching should be
done in a way that they are able to draw required outcomes from it. Results drawn from such
research helps company in making some important decisions(Sajid, 2016).
Designing a marketing strategy: Marketing department ensures that company is able to
make a good marketing strategy so that they can do their promotional activities in a better and
effective way. For taking new decisions company tries to form strategies by taking into
consideration the target market, new product which company is planning to launch and
distribution channel which company is planning to use.

Pricing of Products: Cadbury as a big brand of chocolate makes attempts that they are
able to price their products in accordance with requirements of company and at same time which
is feasible to be paid by their customers. This is very important function of marketing department
as price being paid by customer for the product should justify the value provided by company.
Sales of Product: Researching market, extracting information from it is enough for
marketing department of company, apart from that it is also important that they are able to
increase sales of company from their activities and efforts. Cadbury also tries to focus on
enhancing sales of heir products.
Innovation: It is also essential for Cadbury's Marketing department that they are able to
bring time to time innovation and changes in their products. This help in reattainment of existing
customers and also attracting new customers. If there are no changes made by company then
sometimes customers get bored and try to switch to another similar brand but timely changes
help in reattaining customers in long run by company(Ryan, 2016).
M1 Analyse the roles and responsibilities of marketing in the context of marketing environment
Marketing environment can be described as a combination of both external and internal
factors and forces which affect any organisation in establishing relationship with their customers.
companies have different types of factors present in micro as well as macro environment.
Marketing department of Cadbury also has a pre decided aim which helps them in deciding what
will be basic responsibility of this department as every function is in interrelation with external
environment of company. Defining this relation among factors is important from point of
company.
M2 Interrelationship between marketing and other functional units of a company
The marketing function of company is mainly responsible for managing, handling of
campaigns this helps them in attracting large customers to use their products. Marketing function
of Cadbury is also interrelated with other functional units of company which is described as
below:
Research: Marketing department has to make adequate contact with research department
of company, without conducting of proper research it is not possible to do research for business.
Strategy: After collecting of data next step is to frame strategies as this is most important
step for every company to make strategies in a away that it can effectively utilise available
resources of company.

Planning: After above steps have been done next step is to do planning of various
strategies related to company's objectives and aims this function is very important for making
decisions related to different areas such as distribution, sales, financial planning, communication
etc. this all help company in analysing these strategies and then converting there objectives into
success(Pooler, 2018).
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing is defined as the function which helps in analysing the customers effectively
and selling them products according to their needs and demands. There are various roles and
responsibilities of marketing department. The main objective of marketing is to increase sales of
product and ultimately increase profits earned by the company. Marketing managers of Cadbury
manages and handles operations related to advertisement and promotion of products. Marketing
managers have an objective to offer quality products and services to customers. This helps in
enhancing profitability of the company(McDonald,and Wilson, 2016). Marketing department
cannot work alone and it requires help of different departments for performing marketing
functions like advertisement, selling and delivering the products and analysing needs and
demands of customers. Different departments of the organisation are linked with marketing
department so that they can collaboratively work for increasing sales of the company. This
interrelation among various departments is mentioned below -
 Marketing and Production Department: Marketing managers of Cadbury collects
information and data regarding consumer behaviour. The needs and demands of
customers are analysed and this information is given to production department.
Production department of Cadbury makes different chocolates and milk products on the
basis of customer's demands. Nowadays people have become more conscious about
oral health so marketing managers of Cadbury have started adding nutritional items in
their chocolates. The production department of Cadbury is instructed to make products as
per demands and needs of customers. The effectiveness of production department with
marketing department will help in increasing sales of Cadbury products(Macarthy, 2018). Marketing and Finance Department: In Cadbury, the interrelation between finance
department and marketing department helps in enhancing the sales of the company.

Finance manager of this company handles all money related issues of the company.
Marketing managers organise various events and campaigns. For organising all these
events and marketing campaigns, money is needed. The finance department of Cadbury
develops budget. Finance manager provides funds for doing marketing campaigns
effectively. Finance department of Cadbury must have enough funds to provide them to
marketing department for organising various promotional events and programs(Lovelock
and Patterson, 2015). Marketing and Research & Development department: - The research and development
department of Cadbury is involved in providing new innovations and creations in existing
products. These innovations must be effective so that customers will like the new
product. The research and development department collects information of consumer
needs and demands. There is huge competition in market so it is beneficial for Cadbury to
do analyse consumer needs as well as market before introducing new products. The
marketing department is informed about results of customer analysis and then marketing
managers decides whether innovation will be appreciated by customers or not. For
instance, cadbury introduced Boost that was launched in the year 1985. This is a tough
coconut and caramel bar. Customers do not liked this product and it failed in market.
After this failure, research department worked upon this product and peanut version and
peanut butter and biscuit version of this Boost were launched. They provided profits to
the company(Lewis and Ling, 201).
 Marketing and Production department: - The main purpose of production department is
to make products and services and ensure their good quality. Cadbury's production
manager ensure that quality chocolates are produced and delivered to the customers
effectively. Marketing managers of Cadbury coordinate with production department in
order to analyse advantages which are needed for offering quality chocolates and
products. There is good coordination between marketing and production department of
Cadbury which helps in understanding actual needs of customers and offering them these
products at affordable prices. Cadbury advertises and promotes it's chocolates by
organising promotional events and campaigns. Marketing department collaborates with
production department for promoting chocolates effectively by preparing a good
promotional plan. A good promotional plan of Cadbury is helpful in communicating

message to clients and customers. This contributes in attracting a lot of customers
towards chocolates.
It is analysed from the above listed points that all departments of Cadbury are interrelated
and they work together for increasing sales of the company. This positive interrelation among
different functional department is necessary as it helps in performing different business activities
in an appropriate manner. Effective utilisation of resources is important as it leads to effective
functioning of business. The marketing department formulates plans and strategies which
contribute towards accomplishment of objectives and goals. This helps in achieving competitive
advantage in marketplace. Cadbury can maintain high performance by having all functional
departments interrelated with marketing department(Kerin and Hartley, 2015) .
TASK 2
P3. Comparison between the marketing mix of two organisations
Marketing mix can be defined as set of some activities which company performs to
promote their products and service. Company has always believed in making effective strategies
and various plans which can help them to satisfy their customers. Cadbury is always involved in
planning their marketing strategies in an effective manner so that they are able to define tasks to
be done by them to their employees working at various level of company(Järvinen and Taiminen,
201).
Basis Cadbury Nestle
Product Product range of Cadbury is
very large and they classify it
according to their sales taking
place in each country. Cadbury
has a wide range of not only
chocolates but they also have
range of deserts and beverages.
They have also some varieties
Nestle provides many different
products to their customers
major products of Nestle
includes Maggie, Nestea, Kit
Kat, Nescafe etc. Maggie is on
product of Nestle which has
gained maximum popularity
and their customers have not

of biscuits, ice cream which
they launch to increase their
product line. Most popular
product of category includes
Cadbury Dairy Milk which is
very popular it is base product
of Cadbury which has gained
maximum popularity. Also,
cadbury to make timely
innovations and launches new
flavours on different occasions
so that they are able to provide
different tastes to their
customers.
be able to find a substitute of
the taste which Maggie
noodles gives them. Also, the
price at which Maggie offered
by Nestle makes it a very
affordable product by people
of all different classes(Fan,
Lau and Zhao, 2015).
Price Cadbury has a goal that they
want to reduce their cost of
production so that they rae
able to offer their products ayt
reasonable and affordable
price to their customers. They
have a main aim that they want
to increase the value perceived
by their customers.
Cost of product is dependent
upon the cost and profit
margin which company wishes
to maintain. Quality offered by
Nestle is very high so it tries to
use price skimming method for
launching new product.
Place Place can also be defined as
channel, intermediary and
distribution network being
used by company to reach their
products to its customers. It
basically denotes to a
mechanism used by
Nestle has been involved in
having a wide availability of
its products across various
places. Including malls,
supermarkets, grocery stores
Nestle has been using larger
distribution network for having

manufactures or service
providers(Drucker, 2018).
reach to mass customers.
promotion Promotion includes all
different tools available with
the marketer for
communicating to their
customers. Theer rae many
promotional elements used by
Cadbury, such as advertising,
promotion, maintaining public
relations, using techniques of
direct marketing, personal
selling and many other.
Promotional strategies of
Nestle have also been always
unique and something different
from its competitors. Since
two decades Nestle has been
regarded as a company having
best promotional tools and
campaigns used by them for
promoting their products. Tag
lines used by Nestle is also
very different such as it uses
“Take a Break” for KitKat. It's
official website is also very
unique and different. It uses
TVC's and ATL marketing
tools for promotion of their
products.
Process There are many perceptions
related to concept of business.
Cadbury believes in
satisfaction of all stakeholders
who are related to company.
Interface between business and
consumers is very important
for a brand like Cadbury.
Nestle has been involved in
manufacturing of their
products by using better and
latest technology. Such as they
are using vending machine to
offer their products to their
customers and this also helps
them in improving quality of
its products.
Physical Evidence Physical evidence is a
important part of every service
Nestle as a brand has also able
to create connectivity as they

being provided by Cadbury
examples of physical evidence
includes logo, brochure,
business reports. Websites of
company, stores in which
product is available and all
other things which provides
physical evidence to their
customers(Chang, Yu and Lu,
2015).
have est various corners of
coffee, vending machines.
with logo of their company.
People People are most essential
element of every company.
Cadbury also is involved in
creating and maintaining
relationship with all its
stakeholders as they believe
that it is the stakeholders of
company who are responsible
for success and achievement of
vision & mission of company.
Nestle has been doing
recruitment of lacs of people in
their company. They are
involved in providing training
to employees, handling of
queries of their various
customers, increasing quality
of service being provided by
them, organizing promotional
campaigns, this company also
uses a different strategy in
which they try to promote
their products in different
states .
After above analysis of marketing mix of both the companies Cadbury and Nestle it can
be said that Cadbury is a well known brand and its customers have got a taste of its chocolate
that it is no longer able to provided by any other competitor of Cadbury. Nestle is also a
competitor of Cadbury, but cadbury has a more strong customer base(Chaffey and Smith, 2017).

M3 different tactics applied by companies to achieve their business objectives
Cadbury is a established brand which has a set vision and mission. Vision statement
basically reveals strategic plan of company and value and objective of organization. mission
statement of Cadbury is also framed in a way that it depicts company's overall objective in long
run, for example company aims to achieve strong customer base by providing quality products
and which are available at affordable prices. Different tactics applied by Cadbury to achieve
their business objectives:
Use of social media: Cadbury has launched various social media campaigns to attract customers
especially youth who are very much connected with such platforms. Digital media usage is
growing and getting lot of popularity in present scenario, this is used by Cadbury for their
promotional and marketing activities.
Launching of new products: Cadbury is a company who has a strong belief that they
can maintain their customer base only if they are able to bring timely innovations in their
products. This helps company in experiencing new taste and new flavours, on special festivals
and occasions(Cant and Wiid, 2015) .
Ensuring customer loyalty: Cadbury is a brand which has always been into maintaining
loyalty of its customers reason behind this is that they believe that this is a tool which can help
them in providing a good competition to their competitors and at same time can help company in
building a eminent position in industry which they belong to.
Relationship Marketing: Cadbury also believes in building effective relation with their
customers this helps them in creation of long term relationship. They try to make their
advertisements in way that emotionally people can connect with it. They use this strategy in all
their advertisement and tag-lines. Whenever a festival is approaching Cadbury tries to launch a
new variant of product and also a marketing campaign for that new product(Alford and Page,
2015)
CONCLUSION
Marketing is the most essential function of organisation and it's effectiveness is important
for running of company in right manner. The marketing managers of company are responsible
for doing an effective market research. This helps in analysing demands and needs of

customers. Marketing mix is analysis which provides information of product, place, promotion,
product, price, physical evidence and process. After evaluating this, marketers get to know how
they can increase sales of the company. Different departments of organisation are connected with
marketing department so that smooth functioning of all business operations is done.

REFERENCE
Books and Journals
Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The
Service Industries Journal, 35(11-12), pp.655-669.
Cant, M.C. and Wiid, J.A., 2016. The use of traditional marketing tools by SMEs in an emerging
economy: a South African perspective. Problems and Perspectives in Management, 14(1), p.64.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-782.
Davis, J., 2017. Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs 3rd
Edition. Walter de Gruyter GmbH & Co KG.
Drucker, P., 2018. Essential Drucker. Routledge.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management, 54, pp.164-175.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Lewis, M.J. and Ling, P.M., 2016. “Gone are the days of mass-media marketing plans and short
term customer relationships”: tobacco industry direct mail and database marketing
strategies. Tobacco control, 25(4), pp.430-436.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!.
CreateSpace Independent Publishing Platform.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sajid, S.I., 2016. Social media and its role in marketing.
Tan, Q. and Sousa, C.M., 2015. Leveraging marketing capabilities into competitive advantage
and export performance. International Marketing Review, 32(1), pp.78-102.