Marketing Essentials: Roles and Responsibilities of Cadbury Marketing

This report provides a comprehensive analysis of Cadbury's marketing essentials, focusing on the key roles and responsibilities of the marketing function within the organization. The report begins by identifying the core functions, including consumer needs identification, marketing planning, product development, branding, pricing, customer service, promotion, and distribution. It then examines how these functions relate to the wider organizational context, emphasizing the importance of strategic alignment and market research. The report further explores the roles and responsibilities of marketing within the marketing environment, considering factors such as economic, technological, social, and political influences. A significant portion of the report is dedicated to comparing different organizations' marketing planning procedures and evaluating tactics used to achieve business objectives, with specific examples from Cadbury. The report concludes with the development of a basic marketing plan for Cadbury, designed using the 7 Ps of marketing. This plan covers product, price, place, promotion, people, process, and physical evidence, providing a strategic framework for achieving marketing goals. The report highlights the importance of customer relationships and the strategic review of advertising to achieve marketing success. The report draws heavily on academic research and industry best practices to support its findings.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
P1 Key roles and responsibilities of marketing function ...........................................................3
P2 Analysing the way roles and responsibilities of marketing relates to wider organizational
context .......................................................................................................................................6
M1 Roles and responsibilities of marketing in marketing environment.....................................7
M2 Analysing the importance of interrelationship between marketing and other functional
units of an Enterprise. ................................................................................................................8
D1 Critically analysing the key elements of marketing functions and the way it interrelates
with other departments ...............................................................................................................8
LO 2.................................................................................................................................................9
P 3. Comparing the ways in which different organization applies the marketing planning
procedure for achieving objectives ............................................................................................9
M3. Evaluating the tactics applied by company in order to demonstrate the way business
objectives can be achieved .......................................................................................................12
LO 3 ..............................................................................................................................................13
P4. Producing as well as developing basic marketing plan for Cad bury ................................13
M4. Detailed and coherent marketing plan For Cadbury .........................................................16
D2 Designing strategic marketing plan which can be tactically applied the use of 7 P's .......17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is important business activity which assist an enterprise in accomplishing
desired business objectives. It is the business activity which is mainly cornered with promoting
of goods or services. Marketing is considered to be as crucial business activity as it enables
organization to maintain long lasting relationship with customers. It is essential as marketing
helps an organization in selling products as well as services. Marketing can be defined as action
of promoting as well as selling products or services. This business activity assists an enterprise
increasing sales as well as profitability (De Mooij, 2018 ). The main purpose of marketing is to
promote the products and help firm in generating brand awareness. Basic marketing concept is
based on belief that an organization must asses the need of their target customer group. It is very
much important for marketing manager to develop the understanding about marketing concept,
as it will help them in making the best promotional decisions. Marketing makes significant
contribution in achievement of business goals. The success and growth of an organization is
completely based on the marketing performance. Things which an effective marketing includes
advertisement, promotions, sales and public relations. Marketing enables company to inform
people about the services or products offered by them. It provides firm an ease in attracting
customers and influencing them to buy products and services.
The report will have focus on identifying the key roles as well as responsibilities of
marketing function in context of CADBURY. It is a British multinational company which sell
chocolates. An enterprise is among the second largest confectionery brand in the world.
ACTIVITY 1
P1 Key roles and responsibilities of marketing function
Marketing is the process and technique which Cadbury uses implement in order to
satisfy customers by fulfilling their all the needs and demands. Marketing department play an
important role in any organisation as they are highly responsible for increasing sales and
attracting customers towards purchasing of products of the company (Parsons and Lepkowska-
White, 2018 ). There are many functions which marketing department of Cadbury have to play
for accomplishing organisational goals that involve:
Identification consumer needs: It is the very first and important function that marketing
department play is to identify the demands and needs of customers. By knowing the needs of
customers marketing department gather and collect all the necessary information and then

analyse these informations. After analysing information and needs of customers it can base its
products design accordingly.
Planning: The next step after identification of consumers needs, It makes marketing
plan. For making planning it is important to know and be clear about company's objectives and
find out that what goals Cadbury company wants to achieve. After that it have to figure out
timeline on order to achieve these objectives and eventually it makes marketing strategy of
company accordingly.
Product development: After research and making strategy, it develops the products of
the company which can suits the needs of the customers (Titus, 2018). In product development
function it makes design of the product which is important factor that help in attracting more
people. Cadbury company focus on designing of its products as it makes it more attractive and
try to produce many products.
Standardisation and grading: Standardisation refers uniformity in products. Grading is
the process and method of classification of several products according to similar quality and
characteristics. Cadbury makes many products like bournville, dairy milk, caramel, crunchy so it
requires classifying all the products according to their characteristics and ingredients. Grading
make customers and ensures them companies are providing them the highest quality products.
Packaging and labelling: The main aim of packaging is to eliminate the risk of damage,
breakage of products during storage and transportation. Most of the time customer demands of
products in different quantities so it is important to special packaging in effective manner and
safe manner (Aslam, 2018). Labelling provide all the information to customers that is found on
the products. It tell consumer about manufacturing date, ingredients, expiry date, price, batch no
etc.
Branding: Every organisation and producers want to make a different and special
identity of its products in the market. In order to make differ products from another competitors
Cadbury has branding. Giving distinct name to products is called branding. The main aim and
importance of branding of products is it creates loyal employees as well as loyal customers. Itb
generates increased market share and revenues and help in expanding organisation's estimated
worth.

Identify new business opportunities: It is important for marketing manager is to
identify opportunities of new business. For that manager have to find demands and current
market trends for future improvement and customer satisfaction.
Pricing: Pricing of products is essential function of marketing. There are many factors
that affect the price of a product that involves cost, price of competing products, policy of
government and rate of profits (Powell and Osborne, 2020). The price of a product should be
affordable and in a manner by that company can earn enough profit.
Customer support service: Customers are the king of market so it is very important for
marketer to provide and offer every possible and the best help to the customers. Cadbury and
Coca-cola companies provide many services like: handling customers' complaints, credit
facilities, after sales services and maintenance services. These services help customers in
providing satisfaction which is the top most priority for the company. It leads customers'
attachment with products of company and increase sales.
Promotion: It is the most essential function of marketing department is to promote
company' s products in order to maximize sales and profits (Chaffey and Ellis-Chadwick, 2019 ).
There are some methods which Cadbury company's marketing department follow such as:
advertising, sales promotion, personal selling and publicity. Company needs to decide the best
promotion mix which may involve some of these methods.
Distribution: Distribution is method and process of providing goods and services to
customers at effective manner. There are several distribution channels that depends on a variety
of factors which involve market concentration, capital requirements of company etc. For
distributing its products marketing department adopt new technologies like mobile App, online
distribution which include home delivery facility. The main aim of adopting this method is it
helps in satisfying customers as it consume their time.
Transportation: It is an important function of marketing. For this function company
need to analyse geographical boundaries of its market (Kumar, 2018). It helps them in choosing
the correct mode and way of transportation. In the global economy there is no boundary and
barrier to international trade.
Storage and warehousing: It is very important for companies to store their products at a
safe place. For storage they generally use warehouse and godowns. For keeping product until

sales is called storage of products. The main aim of this function is to reduce the risk of
damaging entire stock.
P2 Analysing the way roles and responsibilities of marketing relates to wider organizational
context
Marketing can be defined as the different activities performed by organization such as
buying as well as selling goods or services. It also involves advertisement, selling and delivery
of goods. In context of Cad bury, marketing activity of an organization is mainly had focus on
customers (Hunt, 2018). Marketing function is the mots important component of business
management of Cad bury. It is the function which play crucial role in driving an organization
towards success. Marketing in cad bury firm also has made significant contribution in public
relation. In context of Cadbury, role as well as responsibility of marketing are :
Setting of strategy: Responsibility of marketing I to gather the information about target
customer group. Role of marketing is to assist an organization in development of an effective
strategy for promoting goods as well as services. It is the duty of marketing align promotional
strategy with that of an organization plan. The important role of marketing function is to help an
enterprise in increasing marketing share. Role of marketing function in Cadbury is to
strategically review advertisement.
Market research : It is considered to be as important responsibility of marketing function. Role
of marketing function is to assist company in exploring as well as capturing various business
opportunities (Camilleri, 2018 ). It is the responsibility of marketing to gather the information
about the customer needs and demands by conducting research and provide the same to an
enterprise. Role of marketing in Cadbury is to accumulate all the information related to the
competitors and market and to provide same to an organization. In context of cadbury, Role and
Responsibility of marketing function is assist an enterprise in determining appropriate tactics to
minimize the negative effect of competition on business. Role of marketing is to assist an
enterprise in developing an effective promotional plan for attracting customers.
Product development : Role as well as responsibility of marketing function is to provide
operational team an accurate as well as complete information about the customer taste and
preference. It is the duty of marketing team in Cadbury to support employees engage in
operational team in identifying the characteristics or features which are required to be added in

the existing product and to help them min developing the understanding about need for product
development.
Communication and promotions : Role of marketing function is Cadbury is to conduct the
marketing campaign at regular interval of time and help business entity in promoting goods or
services. It is the responsibility of marketing function to inform people about launch of new
product in market (Mullin, 2018). Role of marketing function is to influence people to buy
products or services. It is the duty of marketing to help an organization in generating brand
awareness.
Public relation : in context of cad bury, marketing has played significant role supporting an
organization in developing strong relationship with target customer group which is very much
essential for an organization in context of increase in sales as well as profitability. It is the duty
of marketing function in context of Cadbury to help an organization in retaining the profitable
customers by facilitating continuous communication with them.
Customer service : It is considered to be as important role of marketing function.
Responsibility of marketing is to ensure that all the gods and services are delivered timely to
clients. Role of marketing is to distribute goods or services to customers (Chernev, 2018).
M1 Roles and responsibilities of marketing in marketing environment
Marketing plays a significant role in marketing environment like it promoting of goods of
the company and make the marketing strategy for organisation in order to accomplish objectives
of organisation. There are some factors that affect marketing environment and its activity that
include economic environment, technological environment, social environment and political
environment (Feng, Morgan and Rego, 2015).
The market environment directly impact on functions and activities of organisation. Market
environment includes micro environment, macro environment and internal environment. There
are some roles of marketing such as:
Develop marketing strategy: The main responsibility and duty of marketing is to make
and develop marketing strategy which include all the major functions related marketing in order
to promote goods and products of the company. The main role of manager in developing
marketing strategy is to identify the needs of customers and target market for satisfy them.
Co-ordinating marketing with sales: The another main responsibility of marketing is to
co-ordinate of marketing campaign with sales department ans sales activity. All the information

which marketing campaign collect it requires for the sales department in increasing sales of the
company. It is important to provide goods of the company to target market according to
information and demands which marketing department collects.
M2 Analysing the importance of interrelationship between marketing and other functional units
of an Enterprise.
There is a very close link relationship and link between marketing functions with another
functions of organisation. It need to work with finance, human resource, research and
development department etc.
Marketing department requires working with finance in order to ensure that there is
enough budget for doing all the major functions of marketing like promotion, research and
distribution. Marketing department concentrate on increasing sales of the company and finance
department more focus on cash flow and paying back investment as soon as possible (Turban,
Outland and Turban, 2018).
It also needs to work closely with Human resource department in order to ensure that all
the staff and skills level are in place to meet target related production and to develop new ideas
related products and to create competent sales team.
Marketing department requires working with production department for analysing and
knowing the volume and orders which is made and generated by marketing in order to provide
goods on time to customers. Marketers require getting products into market, whereas production
department wants to develop products in order to meet safety and healthy requirements
(Karjaluoto, Mustonen and Ulkuniemi, 2015).
Importance of this interrelation is it helps manager in maximizing profits as all units
interact and interrelated with each other. It improves communication between all the departments
Which help in decreasing labour turnover and reduce the chances of conflicts at workplace.
D1 Critically analysing the key elements of marketing functions and the way it interrelates with
other departments
There are some important components and key elements of marketing functions that
helps in increasing sales and have interrelation with other functional units of organisation such
as:

Segmentation of customers according to characteristics, age and their demands. Market
department have to find out these needs through market research and then need to address all the
needs is one of the main key element of marketing functions.
The main aim of marketing functions is to sell the market segments in order to make
profit for the company. Cadbury company offers their products to meet the needs of target
market. Marketing department makes the strategy which matches their strengths with needs of
the customers which it wants to target.
It also impacts on other organisational functions as it interrelated with them. Production
department is responsible for the quality control and manufacturing of the products. Marketing
department require promoting of that manufactured products so it directly impacts on production
department and important for maximizing sales and revenue (Andrews and Shimp, 2017).
The another importance of interrelationship of marketing with it helps in promoting
company's products by creating promotional strategies that create positive image for the
company. It also helps another functions of organisation by providing all the essential
information to them in order to increase sales and attract customers towards company.
LO 2
P 3. Comparing the ways in which different organization applies the marketing planning
procedure for achieving objectives
Marketing mix is defined as a combination of different components which is controlled
by firm in order top positively influence people to buy products or services. It can also be
considered to be as set of actions which an enterprise implements for promoting its goods,
services and brand in the market (Chang, Wang and Arnett, 2018). An effective application of
marketing mix in promotional plan assist company in getting high as well as positive response
from customers. Marketing mix is considered to be as an important part or element in
promotional plan which assist firm in achieving desired objectives. Comparison between
marketing Mix of cad bury and Nestle.
Marketing Mix Cadbury Nestle
Product : An organization offers wide
range of goods. In addition to
this, Cadbury has strong depth
Nestle offers wide variety of
products. Few items offered by
an organization are dairy

and width of the product mix.
Business entity produces
products as well as services
according to the needs as well
as demand of customers.
The products which are offered
by an organization are candies,
chocolates, beverages and
biscuits etc.
Some products offered by an
organization has achieved
leadership position in market.
Business entity concentrate on
delivering quality product to
customers.
products, chocolate as well as
confectionery items, chilled as
well as frozen and ready to
cook food etc. Multiple
offering of products has
assisted an enterprise in
increasing sales and
profitability.
Nestle has focus on selling
multiple products rather then
quality of good (Erragcha,
2018).
There are two to three product
categories which as helped an
enterprise in achieving
leadership position in the
market.
Price: Cadbury has adopted the
economy pricing strategy. An
enterprise sets price according
to the size and value gained by
customer by consuming
specific good (De Mooij,
2018 ). In addition to this, an
enterprise implements
discounting pricing strategy
during the time of festive
session in order to attract more
number of customers.
Competitive pricing strategy
has been adopted by nestle. In
addition to this, there are few
goods such as coffee and toned
milk which an organization
sell at higher price to
customers. Skimming pricing
strategy are adopted by firm
for those customers those who
are health conscious.
Place: The products offered by Nestle has extensive chain of

Cadbury are easily available in
the worldwide market. An
organization has robust
distribution channel which
provides firm an ease in
distributing goods as well as
services to customers.
dealers as well as retailers
with the help of whom an
enterprise sell its products or
services to wide number of
customers (Parsons and
Lepkowska-White, 2018).
In addition to this, Nestle has
form partnership with few
online companies in order to
reach wide number of
consumers.
Promotion : Cad bury utilities the digital
channels for promoting goods
or services. In addition to this,
business entity also conduct
market campaign at regular
interval of time for promoting
products and generating brand
awareness.
An organization has strong
portfolio of brand which has
enable company to distinguish
itself from competitor. Nestle
heavily relies on BTL
promotion. In addition to this,
an enterprise utilities
vernacular communication for
promoting the brand. The
vernacular communication
strategy has been utilized by
an organization in order to
engage with customer in better
manner.
People: An origination have adopted
the customer centric approach.
Cadbury have focus on
fulfilling the needs as well as
demands of customers (Titus,
Purpose of Nestle is to
provide high return to its
shareholder. It also intends to
provide high level of
satisfaction to workers. An

2018). organization is making huge
investment in training as well
as development of its human
resource.
Process Cadbury emphasizes on
improving its marketing
activities.
Nestle have focus on marking
online presence in order to
increase sales and profitability.
Physical evidence : Products offered by cad bury
has attractive packaging which
provides firm an ease in
influencing people to buy
specific good.
An organization has an
effective logistic as well as
supply chain management
which helps them in making
timely delivery of products or
services.
M3. Evaluating the tactics applied by company in order to demonstrate the way business
objectives can be achieved
The marketing objective of Cadbury is to increase sales and earn higher profit. Cadbury
in order to accomplish desired marketing objectives. The two important strategies which has
assisted an organization in accomplishing desired marketing objectives are differentiation and
product development. In addition to this, Business entity has launched new logo and has made
more attractive packaging of its products which has helped an enterprise in achieving its
marketing objectives (Aslam, 2018). An organization has organized marketing campaign in
order to target kids. The advertisement content used by cadbury emphasizes on the relationship
between parents and children. Firm in order to increase sales and market share has planned to
target adults. Cadbuiry also utilities the social media platform which has assisted business entity
in developing the strong relationship with customers. An enterprise has made investment of
approx, twenty five million on machinery for doing attractive packaging of products. In addition
to this, an organization has also utilities the customer engagement strategy for accomplishing
desired marketing objectives. Cadbury has also formed strategic partnership with Facebook and