Marketing Concepts Applications

This assignment delves into the diverse applications of marketing concepts across different domains. It examines how principles of marketing are utilized in areas such as consumer behavior, political campaigns, public health initiatives, and sales strategies. The assignment requires students to analyze real-world examples and demonstrate their understanding of how marketing concepts translate into practical applications.

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function .......................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context ...............3
Task 2...............................................................................................................................................4
P3 Organisation marketing mix to marketing planning process to achieve business objective
and .........................................................................................................................................4
Task 3...............................................................................................................................................7
P4 Producing and evaluating basic marketing plan................................................................7
SWOT analysis of Cadbury:- ................................................................................................7
Strength:- ...............................................................................................................................7
The company has a high value and top of the mind chocolate brand:- Cadbury products more
prefers by customer and its main strength is produce product with high quality. ................7
M1 Analyse the roles and responsibilities of marketing in the relation of the marketing
environment for Cadbury.....................................................................................................12
D1 Critical analysis and evaluation of key elements of marketing function........................12
M2 Analyse the importance of interrelationships between marketing and other functional units
for Cadbury...........................................................................................................................13
M3 Measuring different tactics applied by Cadbury to demonstrate how business aims and
objective can be achieved.....................................................................................................13
M4 Produce a detailed, coherent evidence-based marketing plan for the chosen organisation13
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives for the chosen organisation....................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The success of an organisation depends on the techniques used in advertising and
strategies formulated for the marketing practices of its products. Marketing is the practices or
activities of a company which is in turn related to buying and selling of products. It is the study
and management and exchange of customer-oriented relationship, the activity or the process for
attracting customers. Marketing makes it easier for the companies to advertise and attract
customer by analysing the demands and market conditions. Without marketing, it is difficult for
product to survive in the market, a good quality advertisement should be done so that it is easily
identified by the customers. Here, it is discussed about the marketing essentials of Cadbury. The
second largest confectionery brand in the world, headquartered in Uxbridge, West London and
founded in 1824. It operates in more than 50 countries, employing more than 70,000 people and
widely known for its chocolates. Here, the key roles and responsibilities of Cadburys marketing
function and its marketing mix to the marketing planning process. Analyse the interrelationship
between marketing and other functional areas and key elements of the marketing function.
Strategic marketing plan design to achieve marketing objectives with the use of 7P's in this
report.
TASK 1
P1 Roles and responsibilities of the marketing function
Many companies are surviving due to its marketing strategies as the marketing
department has always been a kind of catch-all. However, the marketing strategy of Cadbury is
always catchy and delivering to its customer’s. Company without a marketing department is
inconceivable and lack in reaching to its consumer and attracting them. It is required for
companies to get their message to their clients with the help of marketing department. Below are
some roles and responsibilities of the marketing function in Cadbury and which help them reach
their customers.
 Listening to the needs of customer -
To implement a good marketing strategy, it is required to get in touch to the consumers and listen
to know their needs and demand. This activity is performed by marketing department of Cadbury
and plan the required path to receive customer feedback.
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1. Internal communication medium: The marketing team design surveys or gather
information from the sales team and customer support team that are helpful for
enhancing or redirecting the strategies in the near future.
2. Outside channels: To understand the needs and demand of the users, they perform
research and develops actions in social network to attract them and change them from
user to their customers.
 Track trends and monitor competition -
It is important for a company to know their position in terms of market and competition.
Cadbury has learned from it and developed their marketing strategies and identified their
mistakes in advance and avoided them. They have followed the trend and monitored it
throughout and retained their loyal customers.
 Work and convey brand values -
Brand represents the feeling related to the product and is known from the products, services and
share values which it shows. The marketing department is always responsible to create and
disseminate companies image, by using effective promotional message in their advertisement
and share their ideas which deliver its brand value.
 Innovate -
Cadbury has always surprised its customers, and provided high offers with has made
them more demanding. Their marketing department works on new promotions, customer
retention techniques and comes up with new improved messages and actions which has always
conveyed to consumers. Their practices is not based on inventing things entirely but innovation
in small part has helped them and is in continuous improvement.
 Helps in improving sales process and customer -
Marketing products effectively is the responsibility of marketing department and know
customer’s demand and feelings. Efficient marketing attract customers and improves the sales
for the goods. For knowing the customer and their needs it is required from all departments who
have direct contact with them must work with the empathy maps.
 Define strategic marketing plans -
Planing for long term with cost-effective strategies and to do so a document should be
drafted which should address the objectives to be achieved. The actions that have to be
implemented, strengths of the company, competition in the market and these strategic plans
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should have connections with companies strategic plan with other departments. Effective planing
is the only way in which objectives can be achieved.
P2 Roles and responsibilities of marketing relate to wider organisational context
The roles and responsibilities of marketing in terms of wider organisational context
requires standing back from day to day running of business and examining the facts in wider
context. There is a need of implementing these roles in a manner so that marketing effectively
attracts a number of people widely and give best results. There is a presence of several roles and
responsibilities for Cadbury in marketing to wider cintext. These are implemented in the manner
stated as under:
 Increasing satisfaction among consumers – Cadbury prioritises in marketing by
emphasising and developing a level of satisfaction for its customer's. It is important and
is regarded as the best suitable manner which assist in the development and attaining
success within the market . To achieve it they are providing customers with the best
services and a variety of choice and higher quality product to target market within
affordable price. It is necessary to increase and maintain customer loyalty for longer
duration of time, so that they are able to create identity in market.
 Expanding business scope – To increase the scope of business marketing department of
Cadbury can search for the likelihood that can be apprehended in carrying out the market
research on regular basis. To increase the attention of new customers and targeting the
market, changing assessment in the taste and preferences of the product as for the
requirement of the business may be preferred (GordonMacKintosh and Moodie, 2010).
This helps in expanding business to the new customers and increasing profit and share in
the market.
 Ideal usage of resources – The aim of the company is to gain profit by using resources
optimally and implementing creative ideas so that possible outcomes are achieved. The
marketing department of Cadbury hold a big focus on utilising the resources in most
effective style.
 Increasing brand loyalty – To increase the loyalty of customer towards the brand and
offering customer satisfaction by enlarging the sales and products quality ethically. They
have also used creativity in their products which looks attractive and enhances consumer
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loyalty. This proves to be an advantage for the company as they can put prices according
to their limits and in a fair way.
 Achievement of social responsibility – Besides this, company also influences CSR
activities against its activities and including its stakeholders, consumers, retail customers,
suppliers and towards government and community as well. Cadbury comply with all the
responsibilities for good business relations, and ethically fulfil the conditions related with
the community and perform its duty effectively (Gordon and et. al., 2010b). . They are
providing different benefits for all the above mentioned stakeholders and those benefits
helps in them with their daily routine works. In this way they are accomplishing their
duties and responsibility of the CSR activity.
Task 2
P3 Organisation marketing mix to marketing planning process to achieve business objective and
Cadbury is a food product organizations dealing in chocolate confectionery, Beverages,
candy and snacks. Some of their famous product such as Cadbury dairy milk, Perk, 5 star,
celebrations etc.
Marketing mix of Cadbury:-
 Product - The company should design and produce its products, so as to improve the
customer experience and retention. Each and every company will compete for customers
by satisfying their expectations continually. Cadbury offers various variety of products
for e.g. 5 star chocolate bar with made real dark chocolate similar design around the
world, contains more milk than any other chocolate.
 Price - It is the most important part of the marketing mix, it is the area from the company
generates profit or revenue, prices include the catalogue price, discounting price. Their
prices are so affordable that anybody can purchase it (Gordon and Moodie, 2009).. Dairy
milk chocolate offers their prices from Rs 5 up to 500 plus. Prices change according to
the flavor and size of the products.
 Place - The place means to finding-out the physical distribution of the product where the
products should be available for the customer at the right place, time and quantity. Dairy
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milk chocolate are available in almost every country of the world. The company used
different pricing strategy as compare to the other market competitors.
 Promotion - Effective advertisement attracts and generates supporting profit for
organizations. Cadbury also promotion through television, newspaper, internet and social
media side, according to the geographic area and customer preferences. The company
also spends huge amount of money for the promotion of Cadbury Dairy milk. Television,
the print media and poster have been the main media of convey their massage to the
customers and promotes their products. The company also tries to every retail shop
stocking their chocolates.
 People – This marketing mix practice reveals about many types of role of an individual in
the market which embraces for relating to staff members and customers. Cadbury works
to develop skills, attitudes and behaviour of employees. In order to make its services and
product effective it makes efforts in improving them with great effectiveness. Provides
quality products and services in a way to offer satisfaction to its customer's.
 Physical evidence – It is the physical features of the product which affects the customer
behaviour and attraction towards the product and to the best level. As the customer have
choices in the market the product is depended on the market strategy and its physical
ambience and presentation. Cadbury provides many segments and different types of
products and ranges. It brings different ideas in different occasions and thus, it shows that
physical appearance in also important in attracting the targeted market.
 Process – Providing unique and good service to customers is the last function of a
companies' procedure (Godlee, 2009).. Quality products shows the quality of the service
a firm gives to its customers. It assists them to attract more customers and gain
profitability with great effectiveness.
As confectionery industry has the most popular products and has higher demands for the
products offered in the market. Due to its this there are many other competitors for Cadbury
which have established in the industry and created difficult competition in the market. Its
competitors has many confectionery products to be sold, although it is more successful business
so it does not possess a real threat to the business of Cadbury. These are the competing
companies such as:
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 Mars
 Nestle
 Ferrero
 Hershey
There is a tough competition for the business of Cadbury in every aspect. Be it product quality,
product range, price, technology used, marketing, customer service and manufacturing cost.
Apart from this Cadbury's two main competitors are Mars and Nestle, they are the largest
confectionery companies globally. They are also successful because of there money value which
they offer to the customers and are a huge threat to Cadbury. Although, it has maintained itself
successfully and created an identity with the purple theme and has an effective slogan which says
“a glass and a half full”. Cadbury has put itself on the top with its business work and has kept
itself up with increasing standards in the market.
As compared to Nestle and Mars, Cadbury has done effectively well in establishing its
product in many stores and is available to all. It is commonly found in many places such as
service stations, convenient stores, supermarkets, departmental stores and online as well. The
locations have helped it in promisingly being available to a large market. These stores are located
to more closely to many people and convenient and it is also available 24/7 especially online. It
has a range of products as compared to its competitors and the prices are depended on the
locality of the stores. For example, Cadbury has still managed to be available at convenient
stores and provides the option of purchasing its products. Another consideration for its popularity
is can be looked by its business strategy of celebrity endorsement. This has given it an advantage
before other confectionery businesses, as celebrity endorsement has always been a demanding
tool for marketing and attracts to people to effectively.
Task 3
P4 Producing and evaluating basic marketing plan
With increasing competition in this present era it is important for Cadbury to ensure
customer satisfaction and produce high quality product and manage properly to survie in the
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competition. This is possible by keeping the demand of customers in mind and their taste and
preferences.
Situation analysis: To know the current and present position of the company it is required to
conduct SWOT analysis of the business and identify its situations.
SWOT analysis of Cadbury:-
Strength:-
The company has a high value and top of the mind chocolate brand:- Cadbury products more
prefers by customer and its main strength is produce product with high quality.
 Cadbury is market leader in three sectors such as chocolates, confectionery, food items.
 Cost of their product is low as compare to the other market competitors of chocolates
industry:- The company charge low cost of product as compare to competitors, therefore
Cadbury produce high quality product.
 High financial strength:- Cadbury has a high financial strength because it is still focused
on market expansion.
 Cadbury has a strong brand name and its advertisement is different from others, it attracts
new customer for the company.
Weakness:-
 A few instances of product recall affects the companies brand value and customer belief.
 There is lack of penetration in the rural market, where the public tend to dismissal. The
company mainly focused on urban and semi- urban areas.
 Major weakness of Cadbury is it depends only on chocolates and beverage market as
compare to other competitors of the market. Hence, Cadbury more dependent on
chocolates and beverage market, whereas other competitors for e.g. Nestle have more
product diverse portfolio.
Opportunities:-
 Diversification of product variety and range into related food segments:- Introduce new
product with more variety and range into related food segments, produce products
according to the customer choice and preferences. Test and preferences find-out with the
help of customer feedback.
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 Opportunity concepts in departmental stores:- Increased their customer reach and opened
new store in the urban area of target market.
 Transfer production to low cost country where labour is cheap and raw material available
at low cost.
 Acquiring competitive firms of chocolate industry can rise the market share.
Threats:-
 Higher competition from global and local chocolates companies such as Mars, Hershey's,
Nestle and more competitive pressure from other branded suppliers at international and
national level. Attractive price and promotional activity performs by the rivalry and
possible price wars in developed markets.
 High ratio of facts and calories in the product of the company, It may be decreased Fact
according to the customer demands who is health conscious.
 Social changes- Rising obesity and customer obsession with nutrition and healthier
lifestyle impact on the companies core products.
 Worldwide:- There is a rising demanding cost environment, such as transport, packaging,
sugar and energy. International supply chain in low cost locations.
Objectives –
Cadbury Dairy Milk aims to become worlds best and biggest company in confectionery
industry. The company is always on urge to perform and give competition to its competitors.
Other objectives of the Cadbury business are:
 To increase customer loyalty and attract more number of people.
 Increase the sales of the product within every six months upto 15%.
 Increase its market share to 12% in the calendar year.
 To provide high quality and tasty products with reasonable prices to its customer.
 To produce the best long-term results for its stakeholders.
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Strategies -
To target market and customers there are different strategies which can be used by the company:
Market development -
In this company have options to develop its business by producing different types of
product and can expand in the market. Reaching to its customer with variety of goods and tasty
products at a reasonable price. Attracting new customers and expanding the potential of the
market with new products. Diversification of business and aim a new product at a new market
which can give them a chance of success in the long run of the product. Understand customer's
need and taste preferences to aim at customer satisfaction.
Market penetration-
In this strategy company can aim at selling its old products by promoting them to
customers in the existing market. They can increase their market share of the existing product or
promotional activities for new product with using strategies such as advertising, lowering cost, or
volume discounts.
Promotional activity -
Product and service promotion is nowadays the most form of marketing. Activities
related to promotion of the product may include – advertisement, service and brand promotion in
newspapers, audio promotional activities such as in radio, television, magazines and online as
well. It can also advertise its product online as it is easier to reach many people at the same time.
This promotional activity helps company in targeting customers and developing strategy for
them to increase company sales. Distributing resources for promotional activities to different
departments so to carry out event properly.
Segmentation -
It is the strategy in which market can be segmented in different ways, it is the
requirement and need of the marketer to choose which suitable strategy is best for the product. It
is known from getting the answers to the following questions: where, who, why and how.
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Where- The market can be divided according to preference of the marketer where the consumer
are located and can be easily attracted towards the product.
Who- This is the demographic variable of the market which allows in understanding who are the
consumers and will easily let know the needs, product and wants of the product.
Why- Like demographic variable of the market this segment helps in understanding who is
purchasing a product and why with regard to consumers purchasing behaviour.
Targeting-
A target market is the market in which the company is willing to sell its product. Cadbury
wants to sell its product by targeting the consumers in the market who are easily approachable
and is making direct effort to reach them. Identifying the target market is an important step for
them as it is the next step for development of a marketing plan.
Positioning-
It is the place where company tries to occupy in consumers mind and differentiate its
goods and products from other competitors. Enhancing different features in order to attract
customers and develop a good image with the help of marketing mix. Once it attracts customer's
and achieve a strong position it is difficult to replace it.
Action plan-
It is the action step which Cadbury set to achieve its goals and objectives in the business
market. Identifying the vision and implementing the steps or process to achieve its goals is a part
of the action plan of the company. Their success plan is simple, which helps in recognising the
activities that are needed to achieve its targets. Achievable, uses the resources that are required to
work with and Relevant, makes them to focus on the important functions which are related to
business success.
Budget-
Monitoring and Controlling -
After implementing the Action Plan it is required to monitor and control the plan and see
that all the activities are running according to the plan. The strategies made are working properly
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or not, checking the results and analysing the records and make changes if required. There is a
need to control and monitor the activities as it is important for the image of the company and all
the problems are recreated according to the requirement of the product.
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M1 Analyse the roles and responsibilities of marketing in the relation of the marketing
environment for Cadbury.
The marketing plays important role in running and promoting business or achieving the
business goals. It serves as the face of the organizations, coordinating, producing and
representing the business targets . It is the marketing roles and responsibility to reach out to
prospects, customers, stakeholders, and the community or representing the good brand image in
the market. Marketing is helping term for Cadbury. Its helps in focusing on potential customer as
well as achieving goals and objective of the business entity. Marketing also helps to the Cadbury
in terms, generating more revenue from existing location.
D1 Critical analysis and evaluation of key elements of marketing function
From the key elements of marketing function it is analysed that Cadbury marketing team
should carefully analyse the customer needs and demand and provide quality services in
accordance to it. They should track trends and monitor competition, must be aware of their
competitors in the market. Should work to increase the brand value of the product by producing
and using innovative techniques (Lantos, 2015). They should help in improving the sales value
of the product and for that it is required of them to evaluate the threats and opportunities in the
market. Making a strategic management plan is going to help them in defining the roles of the
company.
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M2 Analyse the importance of interrelationships between marketing and other functional units
for Cadbury.
Marketing is the division that exists to find-out the exact needs and wants of the
customers by conducting researches with the help of R&D department. After which, they
develop suitable products and promotional strategies according to the product contents and
design of packaging (Colomo-Palacios and Matsuo, 2013). Marketing also supports other
departments like finance, R&D, etc. It provides specific information about actual and expected
market response about the product. It gives specific information to operational and production
department about customer’s choices and preferences for producing goods according to the
market demand. Such type of strategy also helps the company in reducing the wastage of
products.
M3 Measuring different tactics applied by Cadbury to demonstrate how business aims and
objective can be achieved
Cadbury set their aims and objectives where it in turn forms a base for decision making
within the organization. Basically, the company is focused to attain long-term business
objectives. Considering the same, Cadbury also motivate their workers and staff members in
improving their skills and knowledge. The company also makes an effective use of SMART
objectives to set their short-term business targets (Vartiainen and Diamond, 2012).. By using this
method, the company is successful in achieving their business aims and objectives with higher
level of satisfaction for their customers. Cadbury must use its marketing and promotional
strategies for achieving their business objectives. It is also focused on their vision, mission and
business objectives, customer satisfaction, market demand and other external environmental
factors.
M4 Produce a detailed, coherent evidence-based marketing plan for the chosen organisation
The Cadbury will be undertaking the following steps for marketing their product-
SWOT Analysis: - This is the first step of marketing plan. In this, the firm will analyse its
present situation through SWOT analysis that will help them to determine their existent
strengths and weaknesses by together ascertaining any future threats and opportunities
(Richardson, 2008)..
Target audiences: - The firm will use demographic and geographical strategies to target the
individual group of audiences. In which, demographic targeting strategy will include age,
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family and earnings of the targeted set of audiences, however, the geographical strategy will
involve the location and adopted lifestyle of the customers.
Marketing goal: - The company plans their sale of products on quarterly basis to enhance their
sales to a great extent.
Strategies and methods: - In this, company is intending to use different advertising methods like
online publication of their proposed goods and services, sales promotion and different
pricing strategies like market penetration (Witkowski, , 2010)..
Marketing budget: - In marketing budget Cadbury will decide the amount under which it will
promote its offered products within a specific time period.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives for the chosen organisation
The main objective of Cadbury is to become world’s largest brand in chocolate industry and
to increase their number of customers, production of quality goods and services along with
industrial growth. Cadbury want to introduce a new product named “chocolate gift”. In this,
Cadbury will include all type of mini chocolate bars.
 Product: -The company introduce the product named as chocolate gift. This product will
be introduced with a special festive offer on the occasion of Easter.
 Price: - Cadbury will use market penetration strategy for pricing this newly proposed
product.
 Promotion: - The firm will promote their products with the help of various promotional
strategies such as advertising, sales promotion, public relation and other online measures,
etc.
 Place: - Cadbury have also decided to sell this product through different distribution
channels that involves direct sales, physical store and by sales representative.
 People: - For handling this new segment of product, Cadbury has decided to hire newer
set of employees.
 Process: - Herein, Cadbury has decided to undertake a process centric approach in which
they will be customizing this gift package in accordance to the needs of the customers
approaching to buy this product.
 Physical evidence: - This relates to the above intended approach of Cadbury where the
customers are expected to have a considerable experience after buying this newly
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introduced product from the appointed staff members who will help them to customise
this as per their specific needs and occasion.
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