Role And Responsibilities of Marketing Department

In the following report, key roles and responsibilities of marketing functions along with their relation with wider organisational context will be discussed in detail. Further, the process of marketing of Cadbury has will be compared with Nestle with the help of marketing mix. In addition to this, basic marketing plan for Cadbury will be evaluated that would be helpful for cited company to achieve success and high profitability.

LO 1

Covered in PPT.

LO 2

P3. Comparing ways of Cadbury with Nestle by applying marketing mix.

Marketing mix is that term which is defined as the set of actions or tactics that is being used by company is order to promote the brand or a product of that particular brand in an appropriate manner (Evans and Sherman, 2016). Thus, the ways of cited organisation Cadbury is being compared with Nestle with the help of marketing mix which has been discussed as per below context-

LO 3

P4. Producing and evaluating basic marketing plan.

Marketing plan is termed as that report that leads in outlining the marketing strategy. This marketing plan basically includes overview of business marketing and also the goals in terms of advertisement. Thus, basic marketing plan has been created as per below context-

Executive summary

Marketing plan is termed as a blueprint that helps organisation in going in right direction that further helps them in achieving long term success and also helps in analysing the way through which they can improve themselves in the best possible way they can (KHARBANDA, 2017).

Company overview

Cadbury is termed as one of the leading confectionary brand of the whole world. It was therefore established in Birmingham, England in the year 1824. The cited organisation provides huge varieties of chocolates, gums and candies to various sectors or consumers of different age groups. The numbers of employees that are involved in this firm are 46000 that too across 60 countries. This firm was basically owned by the British company.

Vision/ Mission/ Objective

Vision statement is that the employees that are involved in an organisation must work together so that they can create good relationships and high level of loyalty base.

Mission statement of Cadbury is that to stay as simple as possible and maintain the quality by promising the customers. Thus, the reputation and image of the cited brand depends on the quality of a product that has been offered to customers.

The main aim and objective of the cited organisation is to become the world’s best and largest confectionary company in such way that they perform better than that of competitors.

Situational analysis

In this term, analysis is being done in terms of internal and external factors of a business. In other words, it leads in identifying the capabilities of business, customers and also the environment by analysing their impact on business (Kotler, and et.al., 2018). Thus, Pestle and Swot analysis has been taken place which has been discussed as per below context-

Pestle

Political- The value added tax rose by 2.5% in the year 2010. This helped the cited organisation in order to increase the price of a chocolate and also reduce the sales. Thus, in UKs context the change of the government from that of labour party is bound in order to influence the operations that have been taken by Cadbury (Tuten and Solomon, 2017).

Economic- The product that has been sold by the cited organisation is quite stable even if they face monetary downturn in the whole world. Thus, in the latest year recession was increased and it reached the peak in order to hit the lower end of its 4-6 %.

Social- The cited organisation is responsible towards the basic needs and demands of customers. There are also number of concerns in western world that owes in terms of rising case related to obesity that too specially among children that affected the consumption of chocolates.

Technological- Technology also plays significant role in packing and production of products that is being produced by Cadbury. They have taken recent moves that include pathogen testing systems and also filing various patents for heat resistant chocolate (Perreault, 2018).

Legal- Cadbury is the most reputed brand which does not need any kind of security for protecting their brand. There are various substitutes but they cannot be compared to Cadbury as it is the reputed brand and has loyalty customer base.

Environmental- There is a huge requirement of well developed environmental image therefore they have to try to invest in green technologies.

Swot

Strengths

A wide variety of products

It is one of the trusted and premium quality brand

Employee strength of around 70000.

Weakness

Few instances in terms of recall of a product which is hampered the brand image.

Controversies in terms of advertising that made international news.

Opportunities

Increase reach in rural market

Diversification in related food segments.

Threats

Increase in cost of raw material

Inflation leads in causing sales reduction.

STP process

Segmentation

Those people who buy chocolates either to eat or to gift.

Targeting

Those children and families that belongs to lower, middle and upper middle class.

Positioning

It is the sweet product that can be used for happy occasions or auspicious beginning.

Marketing Mix

Product- The product must be innovative and health conscious as people today are very much health conscious and try to consume healthy product that won’t affect their health.

Price- Cadbury must provide their goods and services at reasonable price with high quality so that consumers get attracted to them easily (Ramli, 2017).

Place- The products must be available at every corner of their market so that the audience don’t have to travel much for this brand and can easily have it without any difficulties.

Promotion- The cited organisation must try to make people aware about the product by highlighting the actual information and try to reach the people by promoting on social media as today’s generation is very much attracted to social sites.

Process- The process to produce these goods and also to promote it to the market must be easy and simple as possible.

People- The employees of an organisation must be given with proper training and development programs so that they get motivated and maintain the relationships with customers in such way that they gets attracted towards the brand.

Physical evidence- The design and packaging of a product must be very much creative and innovative that it attracts huge volume of customers towards the brand (Saxena, 2018).

Also Read :- Marketing Concepts and strategies.

CONCLUSION

From the above report, it has been analysed that Marketing department plays extremely significant role in order to achieve long term success and attracting huge volume of audience towards the brand by advertising and promoting the product into market. Further, marketing mix is termed as the most important concept that helps the cited organisation to achieve the competitive advantage. In addition to this, marketing plan has been created that helps in analysing the actual strengths and weakness and the area where they have to be updated so that they can earn huge profitability and high productivity.

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