The scenario given in the report is to understand the concepts of marketing in the context of marketing manager for Cadbury.
- Examination of various responsibilities of marketing function along with the significance of departmental interrelationship in Cadbury.
- Comparison of the marketing mix of Cadbury and Nestle.
- Preparation of marketing plan for Cadbury in order to expand their market.
Marketing is the crucial and important element in the today's business organisation. This tool involves knowing of marketplace, customer driven market strategy, demands of customers, making strong or long-lasting relations and serve quality among the clients. In the current market scenario, awareness about marketing essential is more high across the globe. Marketing is too essential and significant for the development and success of the company. It is also important for them to maximise their sales as well as capture large number of market share (Berkowitz, 2016). Main purpose and motive of this report is to support the employees and customers to learn regarding how marketing is linked to the various functions of an enterprise. In the present study, chosen company is Cadbury which deals in confectionery products including dairy milk chocolates, tea, coffee and many other goods. In this assistant marketing function play vital role along with the wider context of organisation. In this report, 7P's of marketing mix which is used by the two organisation such as Cadbury and Nestle are determined. Apart from this, marketing plan of the Cadbury Confectionery company is also shown in this assignment.
P1 Key roles and responsibilities of marketing function
Marketing is one of the essential and significant function of all enterprise which support in advertising services and goods in marketplace and to the customers effectively and efficiently. It consists different activities or aspects which assist company in accomplishing higher growth and success (7 Functions of Marketing, 2017). Large number of business functions are interrelated with marketing tool which consider sales support system, human resource management, product development, marketing research, strategy management, distribution system and many other. All these functions are plays vital role in improving growth and development to company (Berkowitz, 2016). Marketing play different roles and responsibility in the way of product promotion, pricing, selling distribution, financing and marketing information system. All these are used by the Cadbury with motive to maximise their sales are determined as below:
Selling: It is identify as an important role and responsibility of marketing function under which entire information or data are gathered and evaluated by different techniques so that proper scheme can be developed. Implementation and formulation of such scheme support in maximising revenue of Cadbury products. In this business manager design a proper plans and policy which assist them to increase their sales of chocolates products. They also analysis different kind of distribution techniques which help to produce their goods and services to target market. Main motive of this functions is to include entire cost or value that is incurred in manufacturing of confectionery goods by offering them to clients.
Pricing: It is another fundamental element which is mainly dependent on selling of products. Cadbury charges few amount of capital in way of rendering products to buyers. They set appropriate price of their chocolates and many other confectionery goods in order to obtain maximum attention of customers (Blythe, 2012). In this, manager of Cadbury evaluate competitors pricing scheme and then fix product prices as per them. It supports them in attaining maximum profit and sales.
Product: It is show as a tangible products that are served by an enterprise to its potentials and target clients in order to fulfil their basis needs and wants. Functions of marketing has different role and responsibility in implementing such products or services that meet with various requirements of consumers. In Cadbury, marketing administrator play vital duty to evaluate behaviour, attitudes, preferences of customers, market trends and gather necessary data about them so that needed features or flavour can be added to confectionery goods. It support an organisation in implementing new flavour in chocolates as per the customers taste. By this, company enables in order to attract different number of customers as well as gain competitive advantages.
Promotion: It is another important function of marketing which help in stimulating Products sales. In this Cadbury, applied different kind of promotional techniques with aim to communicate benefits and value of goods to clients (Brassington and Pettitt, 2013). In this they used public relation, personal selling, sales promotion, advertisement, publicity etc. All these are facilitates organisation in creating maximum demand and wants of gods by inspiriting large number of buyers to purchase it.
Distribution: It is another essential function of marketing which includes transfer of services and products from one to another place so that it can compass to end user. Cadbury used different kind of distribution channels with motto to deliver their goods to the customers. In the organisation, business manager follow proper channel of distribution that cover entire location where goods requirements to be dealt out. Thus, it is important and beneficial for the company to save their cost and maximise profit within an enterprise.
Financing: It is depict as an important and useful element which support the company to smoothly and successfully run their business operations. Availability of proper amount of capital help business manager in implementing accurate marketing plan. Thus it facilitates and benefited in execute marketing activities and functions properly. In this business administrator arrange accurate amount of capital from different sources as well as see that proper finance are kept within an organisation so that entire activities or aspects are accomplish appropriately. It support in implementing impressive marketing strategy and plans for advertising their goods.
Marketing information system: It is important function in this, data about taste, needs, preferences and behaviour of clients are gathered by administrator. MIS provide a better chance to sales outlet entire collected information in sequential manner (Cavusgil and et. al., 2014). Further, it make effective decision making process which is easy for handler to take appropriate judgement. It supports Cadbury in making maximum base of customers and obtaining more competitive edge in marketplace.
Therefore, above determined entire roles and duties of marketing functions are important and needed by the manager in order to run their business operations and function in successful manner. It is also required for them to increase their profitability and sales in allotted time period.