Marketing plays a vital role to increase the profit of an organization. Every firm is hunting to expand the sales and gain profit in the market. Marketing is also crucial to know the customer demands, requirements, needs and their interests. In order to attract the end user of the product and services the company conducts a research to identify the customer requirements and then it provide the collected information to the company to develop the products and services (Baker and Saren,2016). The core purpose of the marketing is to build a customer relationships, establish a customer driven strategies that can achieve the higher consumer satisfaction.
This marketing report is based on Cadbury which is a British multinational confectionery company and wholly owned by Mondelez International since 2010. The company was established by John Cadbury approximately 194 years ago in Birmingham, United Kingdom. It consists of 71,657 employees according to the 2008 information. The major product of the Cadbury is Dairy milk Chocolate but it also offers a huge range of items such as bars, beverages, desserts, etc. across the globe. Cadbury follows a top down approach with distinct chain of command from top management to the middle management and clerical support assistance.
P1 Explain the key roles and responsibilities of the marketing function of Cadbury.
Definitions and nature of marketing : Marketing is an organizational function which communicates with customers to recognise their requirement and delivers a valuable product to them. It manages a beneficial relationship between the organization and customers in which the company get the profit in terms of money and the customers gain the contentment through the purchasing of quality products (Brassington and Pettitt, 2013). It plans and take the decision regarding the marketing activities, identify the customer needs and their buying behaviour.
Concepts, Current and future trends of marketing : The marketing concepts can be divided into five major concepts of Cadbury. These concepts can be define as production, product, selling, marketing and societal which can be beneficial for the current and future trends of marketing.
Production concept : This is the most basic concept of marketing which states that customers get influenced by the low cost and quality products. Managers are concentrated to increase the production with low cost consumption and huge distribution of the product. The core purpose of production concept is to increase the customer purchasing power through the cheap price and quality of the goods. The product should also accessible at any place such as Cadbury products has less price and also available at retail shops that enhances the supply and production of the goods.
Product concept : In this concept the consumers always have tendency for high quality products and innovative attributes. The customer admires the quality of the product but managers should not stick at one place only for one product (Desai,2013). They should innovate the things which is profitable for the company and the customer too. As innovative approach keeps long customer relationships because the company fulfils their demands. For an example, Cadbury is well known for Dairy milk chocolate and but over the decades it realizes that the customers are looking for new flavour of chocolate. After the recognizing the customer's interests it rolled out a wide range of Dairy Milk silk and promoted it through all the possible ways. As it can be see on the TV advertisements which increases the curiosity to purchase the chocolate and that is the main motive of the product concept to introduce a new product in the market whenever it is required.
Selling Concept : It focused on the promotional activities because the customers tends over the aggressive promotion of products and services. These activities increases the sells of Cadbury such as Dairy Milk Silk promotions.
Marketing concept : It emphasizes on the requirement of the target customers that supports to deliver products and services which offers them a satisfaction. Marketing team builds an image of the organization which is helpful to reach out the customers because the customer automatically towards a brand. As the Cadbury is a well known brand in the market and because of that the customer strongly believes on product quality.
Societal Concept : Its core focus is on the needs and requirements of the target people. Cadbury investigates about the interests, choices and tastes of the customers so that they can enhances Cadbury sells (Desselle,Zgarrick and Alston, 2016).
Marketing plays a crucial role for Cadbury because it analyse the needs of the prospect customers and then promote it among the end users. It develops strategies to recognise the end users needs and then promote the goods which are provided by a Cadbury. So that the customer can attract towards the products and increase the purchasing capacity. Marketing department also has a hierarchical structure such as the marketing head, managers and the employees who works on the ground to accomplish a marketing campaign. It is also useful for B2C and B2B because both of these needs to be aware about the product availability to enhance the sales of the products whether it targets to the organization as a customer or people.
There are seven marketing functions that manages the entire activities from research to distribution of Cadbury products. These functions are mentioned below -
Distribution Channels : It is a good to have an idea about a certain product as the founder of the Cadbury had a thought of chocolates. But more than having an idea for the business, it is most important to provide chocolate to the target customers. A distribution channel is required to sell the chocolates and that can be supermarket, a small retail shop or any place where the prospect customer can easily get the products. It means that a products needed to be take to the customer to increase sales and gain the profit. Cadbury chocolates has a wide range of distribution channels that is the main reason of its increased sales (Dibb and Simkin, 2013).
Product and Service Management: It refers to managing customer response regarding products and services through listening customer feedback and analysing needs and wants. This is crucial because it provides the information about the customer perceptions and their point of views which aid to keep the product update. For an instance, Cadbury analyse the requirement of the people to keep updating the new flavour of the chocolates.
Pricing: The price of product has a huge impact on the demand of the goods. Cadbury has an affordable price strategy which attracts the people. As the people always looks for the cost effective products with quality and Cadbury chocolates owes the market from years due to the price and quality. As the price is the major function of the marketing which is decided after research of the market which embraces that what would be the reasonable amount for them. This cost is the main reason to increase customer demands.
Promotion: This is the major function of marketing which aware customer about the availability of certain product and services. For an example, Cadbury adopts various promotional activities which aggressively provokes the target customers to raise the sells of products. There are a lot of channels for promotions such as TV advertisement, internet and print media which encourages the people to buy a in new range of chocolates (Hauer,2011).
Selling: Marketing and sells are both compliments each other because marketing make the targetted customers aware about a certain product. The marketing team put their efforts to know the customer preferences and guide sales staff to sell their product in the targetted market. They investigates about the current trends of the market and then gives leads to their sales team where they can gain the competitive advantages. For an illustration, Cadbury analyses the requirement of the desserts and then it provides desserts in the market to increase the sales of product.
Financing : Money is important for a business organization because it operates all the operations without any interference. As there are various marketing activities that needs to put money to promote the products, organizing campaigns in a smooth way. Cadbury needs funds to conduct its marketing activities in a smooth way. Finance department assist to provide money to spend on all of these activities so that all marketing functions can be easily carried out without any interruption (Jones and Rowley 2011).
MIS: Marketing information system is used to store the information about the customers, products and services. It supports Cadbury to retrieve the information about their targetted customer to identify their preferences and choices. It is majorly used for decision making because it stores the information about the customer feedback, desires and requirements so that the company can provide them new products according to their needs and interests.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
There are various functions of marketing that enhances the operational area of an organization. But the core purpose of the marketing is to increase the sales of Cadbury and to do it needs to communicate with each department of an organisation. As there are various section in Cadbury and each of them is working separately but marketing has to balance with all of them to conduct its activities (Lamb Hair and McDaniel,2011). There are several role and responsibilities of marketing team with respect to other departments and that are as follows -
Research and development : The marketing team needs to know about the latest trends and requirement of the product in a certain region. To gather the information from various segments of target market the marketing department needs to contact with R&D because it will provide the detail about the products and services. For an example, the research and development team will assist to cater the information from the market according to the requirement of the people such as what kind of people are purchasing the products, interests, choice and the amount which they can pay willingly. The team will provide the information to the marketing team and then it boost up the activities to promote its chocolates or other Cadbury products in the marketplace that can enhance the sales and increase the profit.
Human resource management – The marketing section also needs to connect with the HR manager. The marketing team needs to tell about requirement of the new employees and then the manager will hire the employees according to the qualification and skills. Human resource manager will recognise the need to of the staff for the marketing activities which will increase the productivity of marketing team. Human resource manager will follow the complete procedure to recruit the employees(Malhotra, Birks and Wills,2013).
Customer service department : It provides crucial information to the marketing team. As whenever the customer would have some problem or complain regarding Cadbury's product. The marketing team will collect the information and put efforts to resolve the issues. For an example, if people are demanding for the sugar free chocolates and they give this suggestion to the customer service. The marketing team will retrieve this information and investigate about the product interest then it provides information to the production development team to develop such products that meets the customer sat