Marketing Report: Key Roles, Strategies, and Interrelations at Cadbury

This report provides a comprehensive analysis of Cadbury's marketing operations. It begins with an introduction to marketing concepts and then delves into the key roles and responsibilities of the marketing function, including marketing research, promotion, planning, and product development. The report examines the interrelationship between marketing and other organizational functions such as production and finance. It also explores how Cadbury applies the marketing mix and evaluates different marketing strategies, culminating in the development of a strategic marketing plan. The report highlights the importance of marketing in formulating strategies, maximizing brand image, conducting market research, and managing the brand effectively. The analysis underscores the interconnectedness of marketing with other departments to achieve organizational objectives and maintain a strong market presence. The report concludes with a discussion of the marketing environment and its impact on Cadbury's strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Key roles and responsibilities of the marketing function.......................................................1
Analysis of the roles and responsibilities of marketing and further analysis of the
interrelationship between marketing and other organisational functions...............................3
Analysis and evaluation of the key elements of the marketing function and its relationship
with other functional units of an organisation........................................................................6
Activity 2.........................................................................................................................................7
A comparison of how different organisations apply the marketing mix and different strategies
applied by organisations.........................................................................................................7
Evaluation of a detailed, coherent and strategic marketing plan for a product....................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................33

INTRODUCTION
Marketing is considered as a collection of overall activities that are undertaken through
firm to promote, sell, deliver value for satisfying the consumers requirements into market area.
This is aimed at identifying the whole in accomplished requirements of target marketplace.
Mainly it plays role of ascertaining and examining the size of the market as well as the potential
of profitability. Moreover, this aids firm to select appropriate segment that tend to perform
effectually. It also ascertains the efficacious techniques and procedures by which organisation
can market their goods or services for obtaining maximum responses from clients. For this report
the chosen company is Cadbury which is a leading British multinational confectionery firm.
Also, this operates in more than 50 countries such as Australia, Ireland, Canada and many more.
Its headquarters is in Uxbridge, UK. The purpose of this report is to present key role and
responsibilities of functions of marketing. Interrelationship among marketing with another
organisational functions as well as evaluation of key elements of marketing function.
Comparison of how various company apply marketing mix to planning process and evaluation of
different strategies. Preparation of the marketing plan are also mentioned in this report.
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Activity 1
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Key roles and responsibilities of the marketing function
Within company, marketing is referred as significant functions of selling its products
and facilitating that to customers as well as focused to accomplish the expectation of the clients.
It is based upon the needs of the customers and try to attain that (Pike, 2015). There are several
concepts of marketing that facilitates efficacious knowledge about present as well as upcoming
trends of marketing which are mentioned below:
 Production Concept: This is considered as traditional concept where enterprise is
fundamentally related with production and their effective problems. It depends upon the
belief which clients desire those products that are easy to access and afford. Cadbury
can select this particular concept, so that they can only concentrate on product in order
to create them affordable for clients with standard quality.
 Product concept: It is the concept which depends upon ideology that goods will be
considered through consumers which quality is good and creative in nature. Cadbury
can comply this concept so that it can concentrate on standard product quality in order to
grab the attention of the clients and maximise their brand image.
 Selling concept: It is the concepts that concentrate on creating actual product sell in
respect of quality and the client’s requirements (Simkin and Dibb, 2013). By selecting
this particular concept Cadbury can focus on selling their products at large scale and
maximise its promotional procedures for enhancing sales for the firm.
 Marketing Concepts: This is considered as a concept which fully concentrate towards
consumers as overall strategies adapted by company in order to direct the requirements
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of the consumers. It is an effectual concept as this focus upon pulling the strategies that
increase the brand competence. This adapts as a “sense-and-response” philosophy, it
means that firm must develop effective products for clients rather than identifying right
consumer for its product.
 Societal marketing concepts: Herein, company have to concentrate effectually upon
facilitating strategic value of goods to society with its clients (Wirtz, 2012). Moreover,
organisation must make and represent its products that can assure advantages to society.
Firm has to undertake its ethical considered within practices of marketing.
As per recent market scenarios, from the above concepts Cadbury should adapt
marketing as well as societal-marketing concepts effectually in order to assure success in
respect of its rivals.
Marketing function is considered as a role which aids firm to find as well as source
effectual products for market area where they have to operate thereafter promote them through
differentiating this from similar goods. There are several key roles and responsibilities of
marketing function that performed by Cadbury. Some of them are explained below:
 Marketing Research: this is related with accumulating as well as examining market
information and knowing the clients’ requirements. This ascertain the customers’
expectation in context of price and quantity. The role and responsibilities of this
marketing function in Cadbury is to study consumers’ needs and perform certain
modification according to the wants. It aids them to capture the market share largely.
 Promotion: This is considered as a marketing communication that are utilised for
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informing as well as aware audience regarding the efficaciousness of product and
services. It involves promotion through following manner like personal selling, brand
publicity, advertisement and many more (Baines, Fill and Page, 2013). Therefore, roles
and responsibilities of this particular function is to create awareness regarding Cadbury
new products or present products, target consumers at large number etc. that assists into
the firm's growth. It drives to maximise the brand image and develop them effectual in
respect of rivals. It is the most essential marketing functions role as this create
awareness of their goods and influence clients to purchase the products.
 Marketing planning: This includes developing plans for manufacturing and sales to
attain organisational objectives. This aids Cadbury manager to accomplish their goals
with respect of effectual products marketing. For example: In case firm expect to rise its
sales by 30% , this function plays crucial role that aids the manager of receptive
company to formulate plans as well as make effectual strategy in respect of product
improvement or providing discounts to clients which will assists in maximising sales.
 Product Development: This considered as the creating the product with innovative
feature that may include changes into existent goods or services and development of
totally new products. This plays the essential role as it aids Cadbury managers to
facilitates different kinds of chocolates through adding more flavours into existent
products so that it can be distinguished easily into market area. It assists in targeting
consumer segment of several age groups and maximise the level of profitability for the
organisation.
All the above-mentioned marketing functions roles and responsibilities are significant
for the organisation. It is essential that these are to be performed in effectual manner. Through
this, Cadbury can serve standard quality products within target market area and obtain more
profit against its rivals.
Analysis of the roles and responsibilities of marketing and further analysis of the
interrelationship between marketing and other organisational functions
Marketing department perform effective relations with another functional areas of
company. This is crucial for Cadbury to examine the roles as well as responsibilities of
marketing in respect of marketing environment. This is mentioned below:
 Strategies formulation: Marketing plays significant role in formulating strategies and
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outcomes in firm's success. As environment of the business is complex as well as
dynamic, this includes external and internal factors that impact the organisation and their
products. Through examining overall factors Cadbury marketing department aids in
accumulating information and formulating strategies. So that they make effective plans
and assure the organisation's growth and success.
 Maximising the brand image: For surviving into the difficult environment, this is
essential for Cadbury to maximise its image of the brand and sales. Hence, marketing
department examine the requirements of the consumers in order to facilitates
information and products that adds on the value to its goods as well as develop
reputation in the market.
 Market Research: The role of marketing in respect of marketing environment is
investigating external and internal surroundings of the marketing. While internal
marketing environment of Cadbury includes staff as well as internal procedures whereas
external one involves clients, suppliers and other factors that influence organisation and
their products (Clow and James, 2013). Hence, marketing function need to investigate
those components effectually so that they can ascertain several aspects that may hinder
their goods and its efficaciousness as well as developing offerings and their
representation.
 Brand Management: Within marketing environment, image of the brand is very much
efficacious. As firm required to communicate systematic manner with their target
consumers about its offerings. The role of marketing is to examine competitive company
and its branding strategies that will be useful in moulding the same in context to
maintain the brand in effectual way.
Beside all these roles and responsibilities, marketing has interrelations with another
functional areas in Cadbury. Those are as follows:
Marketing relation with other functions of organisation
Marketing department is very important for every organisation. This functional unit of
business is responsible for promotion and selling of products and services offered by company.
It starts from identifying need or want of customer by various market research and satisfying
demands of consumers. Cadbury marketing function deals with promote selling of its product
by analysing need of customer, advertising, transporting and delivering products to consumers
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or other businesses. Interrelation of marketing function with other function of company is very
essential for obtaining objective of organisation. Cadbury existence depends upon product
selling by fulfilling the want and demand of consumer. Marketing function is not solely
responsible for this, it requires interrelation links with other function of organisation such as
finance, human resource, production etc.
Interrelation of marketing with production department
In marketing function adequate research about market and customers of product is done.
It helps in satisfying of consumer by fulfilling their need and demand and establishing high
market share. Cadbury marketing department needs to work closely with production
department. Product manufactured by production department is specified by marketing
department. Product specifications done after complete research of market and consumers of
goods. It helps in identifying details of product to be manufactured for customers according to
their preferences (Clow and James, 2013). Marketing department set standards about product to
be manufactured by production department. Proper and accurate prediction of sales forecast for
each product and product line. It is essential for effective and efficient production operations of
cadbury. Marketing department set deadlines for volume of order generated by marketing needs
to meet within time schedule requires for delivery.
Interrelation of marketing with finance department
Finance is required by every activity of organisation. Finance department of Cadbury is
set an adequate budget for all departments of company. Marketing department function is to do
research about consumer or marketplace, promotion and advertisement goods offered,
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distribution of products to end customers. Marketing function of cadbury concentrate on sales
volume and growing market share of company, with budget set by finance department.
Activities of marketing can be evaluated in monetary terms such as percentage of sales, budgets
needed to implement strategies and other marketing plans. Therefore, many of marketing
decision of cadbury can be viewed as investments decisions of company. All these functions of
marketing of cadbury products are linked with finance department. Both marketing and finance
department are interrelated with one another as marketing section required funds so it is the
responsibilities of finance division to available the funds as soon as possible.
Interrelation of marketing with human resource department
Primary function of human resource department is hiring, training and development or
management of all employees of organisation. This function of HRM provide aid to marketing
department by recruiting and selecting high qualified and right skilled employee. It will help
cadbury in building strong marketing team. Every employee helps and contribute in success of
achieving organisation goals. Training programs of cadbury company improve skills and
knowledge employees. Human resource department can train marketing and sales team for more
pronation and selling cadbury products. Whenever any strategies are set by HR department so
marketing sections has to work as per that.
Analysis and evaluation of the key elements of the marketing function and its relationship with
other functional units of an organisation
There are several marketing functions key elements that are crucial for Cadbury to
evaluate firm's product market. Some of the elements are evaluated critically that are mentioned
below:
 Research: This is the one of the significant marketing elements. It plays significant role
in firm for accumulating information from outside environment that is essential for
product marketing and improvement. Moreover, market research aids in ascertaining the
appropriate enterprise practices which can be adapted through Cadbury. Apart from
advantage, challenges that is faced through firm is that dynamic nature of business
environment as this keeps on modifying which can develop problems. To overcome
form these challenges management of respective firm has to set up effective sections for
assuring environment of the enterprise.
 Planning: This is the another marketing elements which is required by Cadbury for
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executing as well as formulating several strategies. It is related with financial planning,
communication, distribution and sales forecast. As planning for long term may be
somehow risky for the company so it required to plan trends that are homogeneous
during the periods of time.
 Strategy: The information as well as data are accumulated by research and is measured
and developed as per the strategies, opportunity and relevancy. It is the very crucial
element from company as this assist in making effective tactics for marketing and
enterprise. Many times, formulated strategy do not relate with another one so firm have
to develop strategies which complement each other’s.
For interrelation, this is very tough for functions of marketing to manager effectual
relations with another functions within company. It occurs due to lack of consolidation between
executing efficacious strategies which maximise firm's profit. Hence, this is recommended that
enterprise has to integrate with HRM, finance and production department for efficacious
organisational performance.
Activity 2
A comparison of how different organisations apply the marketing mix and different strategies
applied by organisations
Marketing mix is considered as a set of tactics, actions that is utilise through firm in order
to promote their products, services, brand etc. into marketplace. This is the accumulation of
marketing tools that is applied by company to pursue objectives into target market area. This
includes 7P's such as products, price, place, promotion, people, process and physical evidence.
This is the manner of placing appropriate products at effective marketplace at right time. This is
very essential for enterprise to understand marketing mix of another firm as well as formulate
tactics and strategies for accomplishment of objectives. It is used in procedures of marketing
planning to attain the organisational objectives. The comparison among nestle and Cadbury are
mentioned below:
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Illustration 1: Marketing Mix
Source: Marketing mix, 2018
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Basis of marketing mix Cadbury Nestle
Product Cadbury have large product
portfolio and classified according to
different seasons and sales in
different countries. In it has large
no. of products that are Dairy milk,
Bournville and five stars with Perk
and eclairs and in biscuit segment
they have Oreo. On other hand in
beverages they have bournvita that
are leader in market. Due to their
products and services they become
Nestle is one of the world's
largest food company and it has
almost 8000 product range in
market. They deal in dairy
products that are day to day
usable and they have large
portfolio in chocolate range that
are KitKat, Munch, Polo and
milky bar and in beverages
sector consist of Nescafe which
is a popular product into
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