Marketing Essentials

This document discusses the roles and responsibilities of the marketing function, the marketing mix of Cadbury, and the marketing plan for Cadbury. It also explores the interrelationship between marketing and other departments. Additionally, it provides insights into the STP strategy and SWOT analysis of Cadbury.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
PART 2............................................................................................................................................3
P3 Marketing mix of Cadbury....................................................................................................3
P4. Marketing plan for Cadbury.................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as a crucial tool within the modern business environment as it
consist of understanding of marketplace, customer driven market strategy, development of
profitable relations and offering quality to customers. In addition to this, marketing allow a
business entity to develop an effective relationship with customer and retain them for longer time
period (Caliskan, 2019). For the present report, Cadbury is chosen as a base company. It was
founded in year 1842 and its head office is located in London, UK. The company has high
presence in market as it offer wide range of products in more than 20 countries. In the report,
there is a discussion about various roles as well as responsibilities of marketing function along
with its interrelationship with other departments. In addition to this, marketing mix and plan is
develop is developed that assist in meeting with the objectives of company.
PART 1

It was founded in year 1842 and its head office is located in London, UK. The
company has high presence in market as it offer wide range of products
in more than 20 countries.

Identifying customer needs: In new times it is in the top most priority
list for every company to learn the requirement of consumers and follow
proper procedures to fulfil the needs and wants of them in order to
achieve success and growth. In context to Cadbury, a proper market
research is done by the marketing department about the consumer
needs, which ultimately helps the company to to maintain it's goodwill
and have a good relations with there consumers all over the world.

Promotion & advertising: It has it's own importance as the product or
service being produced by the company is to be brought to the
knowledge of the consumers. The marketing department should choose
reliable resources for marketing of it's product, the promotion should be
designed attractively to grab the attention of the consumers. In relation
to Cadbury, its marketing managers performs various advertisement
campaign and going with the trend also uses social media for it's product
promotion. A dedicated promotion helps the company is increasing the
sales that would ultimately contributes to the profit maximization of the
company.
Marketing planning: It helps a business organisation to plan it's activities
as per the future environment, as it is well known that a business has a
dynamic environment so it becomes very important for the management
of business to plan it's activities properly and lower the effect of
unpredictable future. In context to Cadbury, proper research in been done
by the marketing team and the company also uses it's best resources on
the line to overcome the risk of near future.
Applying customer centric approach: It is the aim of every
marketing department to provide good quality products to it's consumers,
as it helps in maintaining the goodwill of an organisation in a long run
and also contributes towards objective of sales maximization for the
company. In regards to Cadbury, its marketing manager played a master
stroke in analysing the exact demand of it's customers as a result
production department was guided to work as per the demands of the
customers that resulted in huge sales and the company built good
reputation in the market.

Except the above mentioned roles as well as responsibilties, there are
many other roles played by the marketing department such as Producing
internal communications, serving as media liaison, overseeing outside
vendors and agencies and many more, by healthy follow through of such
roles and responsibilities, it ensures the company to achieve it's desired
objectives and goals.
Marketing and HR department: Marketing plays an important role

within a company as it help in promotion and awareness of product and
service at marketplace. For this, the company required human resources
that is recruit and select by the HR department. In relation to Cadbury, its
marketing team requires marketing assistant and for this they provide
the criteria to HR department and on this basis they find the employees
which match with their set criteria. This states that HR and marketing
department are interrelated with each other and assist respective
organisation to enhance its productivity as well as profitability.
Marketing and Finance department: In order to execute any form of
activity within an organisation, one of the important thing that is required
is capital or funds. For executing the marketing and promotional
activities, finance department provide budget to them that help in
effective and timely execution of activities. On the other hand, the profit
earned because of the marketing activities is managed by finance
department in a proper manner. This interrelationship among the finance
and marketing department help organisation to implement activities and
gain profitability.
Such interrelationship between production and marketing department help in
fulfilling the requirements of customer and gain their loyalty which in turn
influence on the performance level of respective organisation in a
positive manner.

It is important for a business entity to ensure that an effective relationship is
maintained among the departments as it help better execution of
activities and enhancement of profitability as well.

PART 2
Marketing mix of Cadbury
Marketing mix allows an organisation to know about the factors that impact on their
performance that hep in developing effective strategy and attainment of competitive advantage at
marketplace (Chernev, 2019). It consist of 7Ps of marketing that is mentioned below in
comparison of its competitor Nestle:
Marketing Mix Nestle Cadbury
Product The products which is offered
by are Nescafe coffee, KitKat,
Maggie and so on.
Cadbury offer wide variety of
product that is Mini Rolls,
crème egg, perk, silk, Oreo,
caramel Bars, Bourneville and
many more. due to this, it has
large market presence and
share as well.
Price Nestle follow the low cost
pricing strategy as its products
are easily affordable to
customers and attract them to
buy its products.
It is determine that Cadbury
follows competitive pricing
strategy that assist company to
attain competitive advantage at
marketplace.
Place It is analysed that the products
of Nestle is easily available
and mainly its Maggie that
impact positively on its sales
and profitability.
It offer its product in more than
90 countries that directly
shows Cadbury has high
market presence and
profitability as well.
Promotion In order to promote its
offering, Nestle uses both
online and offline promotional
tool such as advertisement,
The advertisements of Cadbury
is attractive and unique that
attract large number of
customers and increase its

social media platforms and so
on.
customer base level.
Process Nestle make use of innovative
technology for producing the
product in order to decline its
cost and enhance its revenue
level.
It make use of cost effective
procedure that impact on the
price charge from customer
and increase its sales as well.
Physical Evidence The products of Nestle is
easily available on stores,
canteens and so on (Cornwell,
2020). In addition to this, it
also offer the products through
online medium.
The respective organisation has
both online and offline market
that help in reaching large
number of customers.
People Nestle company provides a lot
of job opportunities & also
give training to them so that
they can effectively perform
and execute all the activities of
Nestle.
It has more than 60,000 staff
members who have the
capability to implement every
task in a proper manner.
Marketing plan for Cadbury.
Marketing plan is defined as blueprint of activities which assist an organisation to
achieve its objectives timely and effectively. In addition to this, it includes mission, Vision,
objectives, competitors analysis and many more. Here in the rules and guidelines for staff
members yes mention due to which all the activities is implemented in a proper manner
(Hastings and Domegan, 2017). The marketing plan for Cadbury is given below:
Executive summary
Cadbury is one of the renowned multinational organisation which deal in various dates
and is stand as largest company globally. The company offered it’s product in more than 87
countries it has around 60,000 employees who perform all the activities and operations in a

proper manner which is one of the major reason of it. Cadbury mainly focus on the taste as well
as preferences of children and young people. For this company wants to enter in ice cream
segment so that it can span its market attract more number of people. The marketing plan is
developed for this is mentioned below:
Mission
The mission statement of Cadbury is to continuously enhance its products and offering
high quality to its customers.
Vision
The vision of Cadbury is to gain leading position within the industry by creating its brand
as the preference of customers.
Objectives
 To increase sales 10% by offering new product according to customers requirement.
 To enhance profit 10% by offering unique and innovative product by the year ending
2022.
STP strategy
It is define as choosing the right segment, targeting them and developing a positive mind-set
of particular customers towards the brand. In addition to this, it help company to easily bring
new product at market place and fulfil the requirements of customers. STP analysis of Cadbury is
given below:
Segmentation: here in the company home market in 2 different segments that is on the basis
of demographics, psychographics and so on. In relation to Cadbury it segment its market
according to demographics that is age, income and many more.
Targeting: this step take place after the segmentation and here in company decide to target
particular segment base in order to gain profit. With reference to Cadbury, its target market is
people specially the young people who belong from the age group of 10 to 30.
Positioning: it is basically developing the positive mindset of customers towards the brand. It
is determined that Cadbury make use of effective social media platform I other promotional tools
in order to position its offering. In addition to this, the company focuses on requirements of
customer unfulfilled them timely and properly which enhance the number of loyal customers of
respective organization.

SWOT analysis
It is basically a framework which helps business entity to gain insight about strength as
well as weaknesses. In addition to this, it also assist in knowing about the opportunities and
threads that can be improved by company (Pasquier and Villeneuve, 2017). The SWOT analysis
of respective organization is given below:
Strengths Weaknesses
 Cadbury offer wide variety of products
that help in capturing large market
share and increase its profitability.
 It is analyse that from the promotional
strategy of Cadbury is attractive and
unique which attract large number of
customers to buy its product that in turn
influence on its sales as well as revenue
level in a positive manner.
 Cadbury has no presence in Russia and
Nigeria due to which its competitors
have the advantage to enter in that
market and gain good position.
 The quality of its products suggest perk
has low because of which sometimes its
sales decline.
Opportunities Threats
 Company of the opportunity to expand
its market in Russia and Nigeria that
help in gaining high profitability and
market share.
 The Cadbury presence in rural areas is
less, so it has the opportunity to enter or
reach in that particular market get help
in increasing customer base level and
profitability.
 One of the major threats of Cadbury is
its competitors such as Nestle and so on
that decline its sales and profitability
level.
 Increase in the transportation cost and
fuel prices impact negatively on the
overall revenue level of respective
organisation.
MARKETING BUDGET

PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Monitoring and controlling: It is important for higher authorities of Cadbury to check
and monitor the activities of employees by the set expectations as it help in making
improvements where they lack and enhance performance of organisation.
CONCLUSION
From the above discussion, it has been concluded that marketing function plays vital role
within an organisation as it assist in identifying customer needs, promotion, developing public
relationship and many more which has positive influence on productivity and profitability. In
addition to this, it is determine that marketing department is interrelated with other departments
such as finance, human resource, production and so on. It is important for a business entity to
ensure that an effective relationship is maintained among the departments as it help better
execution of activities and enhancement of profitability as well. Moreover, development of
marketing plan will assist an organisation to achieve objectives within a stipulated time period.

REFERENCES
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