Marketing Essentials: Roles, Responsibilities, and Marketing Mix Plan

This report provides an overview of marketing essentials, focusing on the roles and responsibilities within an organization, using Cadbury and Nestle as comparative case studies. It examines how marketing functions meet customer needs, ensure organizational survival, widen the market, and anticipate customer requirements. The report also delves into the collaboration between marketing and other departments such as finance, human resources, production, customer service, and IT. A significant portion of the analysis compares the marketing mix strategies of Cadbury and Nestle, evaluating their approaches to product, price, place, promotion, people, physical evidence, and process. The report also touches upon the structure and development of a marketing plan, highlighting objectives and strategies employed by these companies to achieve their marketing goals, emphasizing the importance of innovation and customer satisfaction for sustained success.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
(P1) Roles and responsibilities of marketing:........................................................................1
(P2) Marketing roles and responsibilities towards wider organizational context:.................3
(P3) Marketing mix comparison for Cadbury and Nestle company......................................5
(P4) Structure and development of marketing plan:..............................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing consists mostly of promotion, public attention, and sales strategies. This is
predicated on the idea that marketing starts after a product or service has been conceived,
manufactured, and is ready for sale and delivery. Marketing includes elements such as
promotion, fame, and selling. Cadbury organization have taken in the report which is entirely
owned by Mondelez International since 2010 and is a British transnational bonbons' company.
Cadbury function in anticompetitive market structure in which they have been able to prolong a
control over their overblown costs. The report will put a light on character of marketing and
how it collaborates with other useful parts of an organization. Objectives used by the company
to achieve goals. Marketing plan of the company. Important responsibilities of the functioning
of marketing with its relation to wider organizational matter. Strategies used for marketing to
achieve higher success and benefits of the products in marketing.
MAIN BODY
(P1) Roles and responsibilities of marketing:
Different responsibilities of business structure are engaged by marketing function, the
functions of marketing are accountable for the development of the company (HIDIROĞLU,
2019). Its functions include with research on market, finance, development of product,
connection, dispersion, preparation, publicity, merchandising etc. Its roles and responsibilities
include the following:
1)Meets customers’ needs and wants:
The priority role of marketing function is satisfaction of its purchasers. The marketing
must determine the production that can fulfil the needs of its customers and can offer them
worth for their money. Needs of the customers already exists in the markets, marketers
determine the necessity of the customers and then plan their action to market appropriately.
2)Ensures survival of an organization, its growth and reputation:
The survival of the business is based on the remembrance of the consumers and
indefinite quantity in market share. Marketing is helpful to the companies as it helps them to

reach towards their aims and goals as it is client-centric. Marketing satisfies the needs of
customers beyond their assumptions.
3)Widens Market:
Mass communication tools are used by the marketers such as publicity, gross sales,
promotional material, event marketing, and PR to upgrade their creation distant and broad.
Modification in media profession have made merchandising more immersive.
4)Identify customers’ requirements:
Marketing involves numerous activities and procedures that are linked with the induction
of the journey of product to the place of manufacture and consumption. In the environment of
marketing, the purpose of marketing is centred towards link-up between the creator with the
consumers. The role of marketing is accountable for recognizing the transforming necessity of
the consumers. It is focused on knowing the necessity, desire, character and practice of the
customers and relate deliberately examine the information to determine what are the needs of
the customers really in the marketplace.
5)Anticipating customers’ requirements:
In addition, the marketing section is in charge of predicting customer needs. Anticipating
client expectations can give an organization a competitive edge by allowing it to meet the wants
and desires of customers first.
6)Making profits:
Function of marketing has the duty to invent new and creative ideas to sell its products
to the consumers. This regard giving customers with the products added with value packages
which can not only render customers the worth for money but also addition of sales and
earnings is gained by the organization. The marketer should be able to identify what its
customers require for and on that basis attempt the best to provide that products in various
varieties and tastes to get more and more profits.
-Marketing of the Cadbury is seen in the analysis which provides plan of action to deal with
situations. It helps in purification of the firm goals and producing selling subjective for the

company and customers. The organization provides objectives which includes price saving,
profitability, and maturation in the market share. The communal objectives are used for
rewording the objectives and measurement of the marketing verifiable. For example, marketing
objectives are utilized to introduce new Cadbury goods and flavours, which can contribute to
marketing success while also encouraging the company's financial goals.
(P2) Marketing roles and responsibilities towards wider organizational context:
Functions of marketing remains same for business to business and business to
consumers. The marketing roles include straightforward marketing, open relations, promotion,
consequences, and cyberspace marketing language unit of oral (Kemper, and Ballantine, 2019).
In both types of businesses. Its functional units are as follows:
1)Marketing and finance:
Marketing schemes and curriculum should be allocated a specific fund. This comprises
the net and price amount of the brand, good line, and commodity, among other things.
Cadbury's finance department gives the marketing sector with a fixed budget, allowing
marketing department to perform their marketing campaign within the planned fund. The
finance sector also provides marketing section with the cost related data that can be included for
carrying out the selling action.
2)Marketing and human resource:
HR departments prior function is to work for the well-being of the worker and to hire the
correct campaigner for the accurate occupation in the granted budget. The marketing department
of Cadbury is joined with HR department to make sure that the vacancies are occupied on time
and that the correct employees will be selected to join the team of marketing. In addition, the
marketing department works closely with the HR team to make sure that candidates are given
adequate training opportunities to help them deal with the market's current challenges. The HR
team of Cadbury further furnish the workers action response to the merchandising department
for evaluating the presentation and for calculating whether the goal has been reached. Also,
marketing department is helped by the HR to make sure that the employees of marketing

department are employed in the all right conditions and that their respective aims are adequately
straight with the organizational goals.
3)Marketing, production department and operations:
The development of new items and related operations are the primary concerns of the
production sector. Cadbury's marketing department get together with the manufacturing
department and operations section to assure the improvement of a product that will fulfil
customer's taste sensation buds. Cadbury's market and product departments collaborates to
discover new flavours that can be incorporated into their existing goods. The marketing
department collaborates with the operation's sphere to guarantee that the organizations functions
are aligned with the marketing and business goals.
4)Marketing and customer service:
The important functions of an organization include marketing and customer service.
Both pair of functions work jointly for evaluating that whether the buyers are contented with the
products and services. The client service sector of Cadbury furnishes consumer response to the
marketing department to aid in evolution of new product. In Cadbury, both the sections work
conjointly for constructing positive relation with the resources.
5)Marketing and IT:
Marketing and IT works together to make sure the accomplishment of the selling and
company's goals in the best possible way. It's department works in cooperation with the
marketing division to guarantee that, all the roles of marketing section are outfitted with the new
technical progression and that all the purposes are running as per the actual necessity of the
marketplace.
(P3) Marketing mix comparison for Cadbury and Nestle company
Marketing mix are bundle of action that is used for promotional activities of the item for
an organization. Every organization used marketing mix to promote their items for the sale
therefore, Cadbury and nestle company both implemented with marketing mix strategies to
promote their item on wider range.

Marketing mix Cadbury Nestle
Product Product for any organisation is
very important to achieve their
goals. Product of Cadbury
company are Cadbury dairy
milk, Oreo, Bournville etc.
Cadbury company's product
are classified according to the
season or also for festive
occasion it has wide range of
customers (Hanlon, 2018).
Cadbury has 70% market-
share of chocolate in their
market field they are always
ahead from their competitive
company by making
innovation in their product so
that its customers always
remain loyal to them.
Nestle company's main
product are kitkat, nescafe,
milky bar etc. nestle company
's product cost is decreased as
increased in their product
volume.
Price Price for Cadbury products are
varied according to their
ingredients some products are
high in price and some are at
reasonable rate. Pricing
strategies of Cadbury include
price according to the
purchasing behaviour of
consumers. They also offer
discount on their product on
festivals and occasion.
Nestle company sets their
price of product according to
the demand made in market. It
also offers discount on their
product to attract the attention
of the consumers (Blythe and
Martin, 2019).

Cadbury also changes prices of
the same product for different
occasion based on the
elasticity of demand made by
the consumer in the market.
Place The distribution of Cadbury
product are good in urban
areas because of their demands
but their system seems to fail
in rural areas due to low
demand of chocolate. Cadbury
has very strong demand in the
market therefore the cost of its
product are high. Through
different medium Cadbury has
promoted their items they also
shown that they have rich
qualitative ingredients for their
product due to this the demand
of their product in the market
is maximum (Pandey).
Nestle company's channel is
strong with their marketing
and sales for channel
distribution. Nestle has been
facing challenge for their
chocolate product in the
market as there is other brand
Cadbury which gives a tough
competition to it however
other product of nestle is
popular among customer
which includes Maggie.
Promotion Cadbury company used
various channel of promotion
for their product. They have
used different medium as they
promote through social media
platform also many hoardings
of their product is displayed
across the country. They are
very good in promoting their
Like cadbury nestle company
also used tag lines and tunes to
promote their item. They
promote their item through
very channel as well but still
their chocolate product does
not beat Cadbury's product.

item also consists of some tag
line which is capable of
grabbing the attention of
customers.
People Role of people is most
important for the company to
reach their height of success.
Cadbury company's product
are popular among every
group of people. Cadbury
company keep focusing on
their services to satisfied the
customer's need in their
product.
Nestle company provide
quality product therefore their
products are popular among
people. But some of their
product are not good in terms
of health that is the reason
their products are not able to
give competition to cadbury
company's product.
Physical evidence Cadbury company's product
are physically appear on every
store in the country, their
employees are also their
physical evidence which
produce better product for the
growth of their company
(Tomczak, Reinecke and Kuss,
2018).
Nestle company's product are
also physically appear to
customer. They give
description about their product
to the customer.
Process Process of delivering product
is also important for the
company. Cadbury company
includes unique designing of
their product to the customer
so that no other companies can
copy their design. Their
Process for Nestle also
includes better packaging so
that customer can differentiate
their product with other
company which delivers same
product as them.

attractive packaging is able to
grab the attention of their
customers. Their product are
made in consideration of
health of customers to achieve
their sustainable goals.
Marketing tactics includes promotional activities of the product of organisation. Cadbury
company used various marketing tactics to promote their items. As their brand is popular among
everyone they have been keep innovating in their product for the success revenues of their
organisation. They have used digital marketing platform as well as telecommunication channel
as TV ads, magazines, billboards, newspaper ads for the promotion of their product. They also
sponsored functions and events to promote their items. As Cadbury company is operating
globally they have hired famous influencer of certain country to promote their items through
which many people attract to its product. Cadbury company used famous influencer for their
brand promotion so that many people come to know about their product existence which
increase their productivity of their company. For every new product launch of the company they
organized an event through which they have promoted their item also gives discount to the
customer who participated in their event (Larson and Draper, 2020). Cadbury company also
used marketing tactics to offer different flavoured item for occasions and festivals. Thus
marketing tactics for Cadbury company plays an important role for the productivity of their
organization company also implemented innovation in their product development process with
the reviews and recommendation made by the customers.
Strategic marketing plan for Cadbury company includes segmentation, planning,
positioning. Cadbury company used various tactics to promote their items in the market because
of their smart and good strategies they gain high rank in their field of market. Strategic plan for
Cadbury company targets the customer who is fond of chocolates they examine their behaviour
after that they sell their product in the market. Cadbury has strong brand image in their market
field therefore it is necessary for the company to meet customers’ needs in their product.

(P4) Structure and development of marketing plan:
The company will use the action plan of marketing while concentrating on exploding the
consumers gratification and consciousness in the people (Muhamed, Rahman, and Zain, 2019).
It will assist the establishment in guiding and concentrating on the techniques that gives the
goals in justifying the levels and attributes of the good. The company will require a powerful
merchandising idea which supply products to the marketers as well.
Marketing plan of Cadbury has the eye on its new and healthier product Nuttier brand,
the bar comprises 40% whole fruit and nuts, merged on a base of Cadbury milk chocolate.
Cadbury has fixed the persuasion on its buyers which are conscious about their health, with its
launch of its personalized healthy nut-bar. It will be available in the new flavours, almond and
coconut, peanut and almond, cranberry etc. and these contain 2o3, 2o1 and 2o6 calories
respectively. They are beaked as a root of fibre and ' one of the basic good inside the fitter bars
section to include milk chocolate' accordant to Cadbury. The brand was in first place to give
development for the fitter bars aggregation, catering for the flourishing client request for snacks
that are nutritious but still deliver on taste perception, said Cadbury nuttier brand's director
Lyndsey Homer (Ramya, Akshaya, Haripriya, and Jamuna, 2017). The business strategy of the
Cadbury, with SWOT analysis:
Strengths:
Its strengths include its worldwide existence and appraisal. It is confirmed by the studies
that Cadbury dairy milk is the uppermost chocolate bar in the global existence. It go forth as the
highest favourite production in 78 countries. The brand is not only identifiable in more than 160
countries, but also favourite in the list of consumers.
Weaknesses:
Due to some situations of the arguments and product call happened because of the
incorrect labelling, including dangerous bacterium, and even insects and gnawer were found.
The class control has hopefully developed.
Opportunities:
The manufacturer of chocolate and sweets can well tap into attendant nutrient
commodity with its technology, element supply, and worldwide dispersion. Its rivals, for

example Nestle, having the production in a broad scope of substances and non-food portions,
can easily reconstruct from surges in the candy market and can apply the earnings streams to
provender each part at the correct time period.
Threats:
To live healthy life, some buyers may leave the consumption of the chocolate completely
so it demand can get reduced. Some cheat and untrue ads of the healthier products has already
broken the trust of the consumers in the goods. They have turned overmuch careful and
doubting of large companies.
-PESTLE analysis of Cadbury examines the brand on its plan of action of business ( Roehrich,
and et.al 2020). Move to below PESTLE analysis:
Political factors:
Being an international company Cadbury has huger-scale dealings crosswise the country.
As a consequence of such a broad criterion of dealings, different conformity in external part of
the UK for Cadbury also impact the company such as the Abroad Corrupt Pattern Act. Further
any modification in trade dealings with other establishment, deepen the outcome of already
active collaboration.
Economic factor:
Economic conditions in a location gets affected by any kind of modification in political
policies. With the usable incomes dwindling and the price of user goods exploding, the sales
might realize a dip if the product's amount is not similar with the necessity of the consumer.
This surroundings of cost-consciousness has led Mondelez and Cadbury to concentrate on the
brand-new production, and little products to address improving manufacture and component
price.
Social factors:
To the health-conscious consumers of the Cadbury. Product has established the healthy
foods. The inbuilt thought is to assist citizenry utilize their snacks and Cadbury chocolates