Marketing Essentials Report: Comparing Wilkinson and Cadbury's Mix

This report provides a comprehensive analysis of marketing essentials, using Wilkinson and Cadbury as case studies. It begins with an introduction to marketing, defining its core concepts and importance. Task 1 delves into the duties of the marketing function, outlining its roles in collecting market information, planning, product design, standardization, packaging, branding, customer services, pricing, promotion, and physical distribution within Wilkinson's context. Task 2 explores how the marketing function relates to various organizational departments like HR, customer service, finance, administration, and IT. Task 3 compares Wilkinson and Cadbury using the 7Ps of the marketing mix, examining product, price, place, promotion, people, process, and physical evidence strategies. The report concludes with a summary of key findings and references.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Duties of marketing Function ...............................................................................................1
P2 Duties of marketing related to organisational context ..........................................................4
TASK 2............................................................................................................................................5
P3 Comparison between two organisation in term Marketing Mix ...........................................5
TASK 3............................................................................................................................................8
Covered in PPT...........................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Marketing is the management and study of exchange relationship. It has been defined as
the set of institution, activity, and process of communicating, creating, exchanging and
delivering offerings (Introduction to Marketing Essentials, 2017). That have costumers, partners,
society and clients value at the large level. One of the main use of this to keep, satisfy and create
the buyers. It is a process of executing and planning the conception, promotion, pricing and
distribution of goods, services and ideas to generate exchanges that fulfils companies and
individuals goals. So it is very important to the organisation growth and success.
This report is based on case study of Wilkinson in United kingdom. They provide house
hold products to the clients. In this assignment role and responsibility of marketing function
which is related to the organisation context defined in this file. 7 P's of marketing mix in
comparison between two companies along the marketing plan of the mentioned business also
analysed in this report.
TASK 1
P1 Duties of marketing Function
Role of marketing function which supports a business to source and identify potentials
successful goods for the marketplace (Collins and Stern, 2012). Marketing department have
whole duties for making high profits and increasing share in market in order to achieve
productivity and probability. In Wilkinson, marketing function considers different duties. There
are several functions of marketing which play essentials role and responsibility in enterprise are
as follows:
Collecting and Scanning market information: It is a significant function which is play
essentials role in gathering and analysing necessary information. With the help of this company
realise the customers needs and wants (Askeland and Wright, 2013). They also examine the
what type of communication channel buyers like.
Marketing planning: This function has many role and responsibility in identifying market trends
in order to attain long term goals and objectives. Planning is very important part of every
organisation. For examples: Wilkinson has 25 % share but they rise their market share approx
40% , so in this marketer create a best plan in respect of promotion and production efforts level.
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Product designing: It is essentials part of every company because in this business increase their
product sales (12 Important Functions of Marketing, 2017). Wilkinson's produce house hold
goods which has more attractive designed. From the same it is important for the organisation to
maximise the large number of buyers in order to gain high profits.
(Samiksha, 2016)
Standardisation: It is analysing the standard regarding design, quality, size, colour, weight and
raw material etc., in respect of an specific goods. This will have main role in determine top and
low product quality with the support of grade (Desai, 2013). Fore example: mentioned business
produces X commodity which is having 3 grades, namely P'. Q' ans R', representing three quality
levels; top, medium and low respectively.
Packaging and Labelling: One of the main objectives of this is to avoiding destruction, damage
and breakage etc., of the house hold items during storage. Packaging play important role in
facilitate screening, lifting and handling of the goods. Some times buyers required as well as
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Illustration 1: Marketing Function

demand products in various quantities. Label is also define as a slip which is determined the
items itself. From the same package giving whole necessary information about commodity and
its manufacturer.
Branding: Every company and their producer wants and needs that his items should have unique
in the marketplace. So in this way they realise his desire he has to provide a special name to its
commodity which has to different fro other challengers (Dibb and Simkin, 2013). So it play
essential duties in increasing product quality and their sales.
Buyers Support Services: Every customers is a king in marketplace. Hence, so it is Chief
marketing function which play significant duty. From the same, marketer offer various possible
support to their clients. Mentioned business and their marketers offers different primarily
services to the buyers such as After sale, maintenance, credit and technical services as well as
they also handling clients complaints etc.
Product Pricing: With the support of this function firm manger to set the fair price of the
commodity. Product price is highly affected cost, rate of revenue, challenging product price and
policy of the legal authority etc.
Promotion: It is define as the information process regarding business products. There are various
methods of communication channel which is apply by Wilkinson's in their business (West,
2012). It includes sales promotion, personal selling, advertisement and publicity. Every elements
are important in informing buyer about the goods.
Physical Distribution: This function play vital role and responsibility in the decision making
process. This judgement is related to transferring materials from the place to another i.e.
production to consumption place which is taken into market. There are four factors regarding
decision activity such as inventory, warehousing, processing and transportation etc. One of the
main objective of this in order to take right place and at correct time which is creates place as
well as time utility in an effective and efficient manner (Durand and Barlow, 2012).
Transportation: There are three activities which are very important in every business such as
production, consumption and sales. All are required single place in order to sale product. It is
also important marketing function which have duty to carried production out at specific place as
well as sale and consumption at another location.
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Warehousing: It is define as the time lag in between the buyers and production production and
their sale. It play significant role in storage products at a safe whereabouts during this specific
time. Wilkinson use this function in storing and keeping their product in long time.
P2 Duties of marketing related to organisational context
There are different roles and responsibility of marketing g department. In Wilkinson's
have many department which play important role in the business success and growth. With the
support of this mentioned organisation can increaser their productivity and profitability. In the
above question that define the marketing function is significant in every enterprise. Main duty of
this in promoting their goods and services at the large level (Fill, 2011). Under this section
carriers several duties which support business in increasing their profit, market share, success
and growth in an effective and efficient way. There are several department and their duties in the
organisational context are as follows:
Human resource: The HR department gets whole necessary information about different methods
and sources of recruitment as well as selection. Main role of this section to hire talented and
knowledge person. It is a pool of expert from the function of marketing. They play essentials
role in every business because they provide all message which is requited (SPACE and SPACE,
2015). From the human resources management process they provide best training and
development programs to their employees. With the help of this they increase their skills and
quality. Marketing function and HR both are interrelated because within this function HR not
get many information.
Customer Service: Main aim and objective as well as focus of this division is to analyse
maximum value for end users. With the help of this, they straightforward sales products. And
they also examine that they are capable to provide better services such as credit, After sale,
maintenance and technical services. They are able to handling customers complaints at the large
level.
Finance: This department have many role and responsibility, it includes controls, reporting,
finance planning, long as well as short term business policies or strategies, hedging, investment,
Acquisition and merger, cash & internal risk management and accounting & auditing etc. With
the support of marketing function this division increasing organisation goals and objectives in an
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essentials way (Gartee, 2012). Main function of this department comprises the various
documentations as well as the monitoring of outgoing and incoming cash flows and their actual
handing. They are also liable for the bills, salaries and wages payment.
Administration: This is one of the main department in every company. The role of this division
in making all plans and policies which are needed in order to bring firm stability. Function of
marketing support in gaining market view at the large level as well as understand variables
which are existence in marketplace. Role and responsibility of this compartment to mange and
control every employees and their work (Hauer, 2011). They have many duties such as manager
the storage, security and filling of documents, maintenance and repair of different equipments
and support the marketers with advertising of products etc.
Information Technology: This is also another department of business which play essential role
in the company success and growth. Marketing division use different technologies in their
industry. With the help of this they generate buyers demand and promote their product and
services at large (Papasolomou and Melanthiou, 2012). IT department and marketing activities
both are interrelated with each other. With the help of communication channel company manger
can increase their technical facilities. Role of this division is to help, tags, delivers and sets up in
the configuration of last user workstations. Wilkinson's manger can apply online marketing
services in all products which is essential for business in increase their sales and productivity.
TASK 2
P3 Comparison between two organisation in term Marketing Mix
There are several kinds of approaches which is used by the Wilkinson's in their business
operations. With the help of the company can rising their performance in the marketplace. In this
manger have many responsibilities to control and manger various kinds of variables which are
existence in the outside surrounding (Hughes, 2011). Mentioned organisation use 7P's of
marketing Mix, so it is a best method of monitoring services and products in an effective and
efficiency way. It apply mangers in developing and handling 4 factors such as price, place,
product and promotion. They also mange intangibility of their goods. The department of
administration and their manager use renaming 3 components such as process, people and
physical evidence.
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There are two organisation which is choose in this are Cadbury and Wilkinson. The main
reason of selecting this business is because their structure is very simple. This will also allows by
researchers in identifying different forms of marketing mix. During the day, mentioned
enterprise has grown in their scope and size related to the effective marketing mix application.
This will also help in developing skills regarding this approach. It is used by 2 various kinds of
industry in their marketplace which are as follows:
7P's of marketing mix Wilkinson's Cadbury
Product They provide classified rang in
their service and products to
clients in marketplace. They
are give household and their
main focused on reducing
different kinds of problems
which is faced this business
(McDaniel and et. al., 2012).
Wilkinson's has positive and
best brand in environment. Its
commodity are trusted by
every person.
It is famous business and they
provide most consumed goods
such as chocolates and other,
this business also have
classified product range at its
disposition which is offer by
the market. They are improved
as per the surrounding and
country. They change their
product regarding weather.
Price Under this company use
penetration strategy. With the
assist of this pricing strategy
company try to keep the goods
price at a low cost. So in this
large number of the buyers are
attracted them. They also has
board range of the products so
in this way company sold their
commodity at premium price.
From the same they
Cadbury product pricing is
fulfil as per the approach of
quantity and quality. They use
cost leadership concept. They
always try to produce as well
as sell items as per the
Chocolate quality and packet
size (Mihart, 2012). They also
use several tools and
techniques such as
republication it is define as a
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fundamentally target both
kinds of clients.
place where it modifications
the products pricing as per
challengers changes.
Place During the day, business is
serving in around 300
locations in order to increase
success and growth of an
organisation. It is also
undertaking into internet and
online merchandising to
increase their share in market
at the large level (Mitchell,
2012).
This kind of business product
are available in different
countries. They provide best
place where all goods are
present so it is more attractive
for the buyers to sell more
goods.
Promotion Wilkinson's consider in hard
marketing style where it
centring on promotion and
advertisement through Radio,
print media, newspapers and
other print media. This will
complete as per the buyers
requirements.
This company is highly
dependent on promotion as to
prompt buyers regarding
innovative items and connect
with different sources on the
buyers emotional which is rise
consumption.
People Recently this business
employing around the 23,000
person for controlling its
stores. They are also serving
their buyers in an effective and
efficient manner in order to
fulfil customers satisfaction.
They realize that this
components is very essential in
every organisation. One
question is put up in every
business is why they are
capable to use seventy one
thousand six hundred fifty
seven person in an efficient
way (Muralidharan and Neha,
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2013).
Process In during the day mentioned
organisation updating their
process. For example: under
this firm recently selected
modifications in their SCM
(supply chain management)
the main purpose of this
increasing efficiency and
productivity (Nguyen and
Simkin, 2012).
This kind of company is
mainly focuses of core concept
and process in chocolates
manufacturing ways.
Physical Evidence The products in the company
stores are very in terms of
physical evidence. In this way
values is created on the basis
of buyers considerations.
The company sold their
products in more than two
hundred countries (Ottman,
2011).
TASK 3
Covered in PPT.
CONCLUSION
From the above mentioned report, it can be determined the different kinds of marketing
functions and their importance. This function play important role in packaging, market
information, transportation facilities and another. Marketing department and their function are
interrelated each other. Within the function every division not play their role. In this file different
tolls and technique's are used such as marketing plan and marketing mix. With the support of this
company earn high productivity and profitability. The main use of this approach is to monitor all
sources that can hamper business capability to perform. At the last marketing plan which is
prepared by the industry to support it in developing its market profitability and variability.
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Hughes, J., 2011. iPhone® and iPad® Apps Marketing.
McDaniel, C., Lamb, C. W. and Hair, J. F., 2012. Marketing essentials. South-Western.
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Ottman, J., 2011. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Berrett-Koehler Publishers.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
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