Cadbury Marketing Plan Analysis

This assignment focuses on analyzing a proposed marketing plan for Cadbury. It examines the company's opportunities and threats, suggests marketing strategies like promoting low-calorie candies and leveraging festival seasons, and outlines an implementation plan using Smart Sheet for coordination and control. The document also includes a detailed marketing budget breakdown for five years and emphasizes the importance of monitoring ROI to assess the plan's effectiveness.

Marketing Essentials

INTRODUCTION
Marketing can be defined as the process which starts with the process of idea generation
about any product or service and ends on the customer satisfaction after delivering and
consumption of that product or service from the customers. It is a very essential part in the
operations of a business to be performed. The following assignment is based upon Cadbury in
which the different processes of marketing will be explained. The roles and responsibilities of
the Marketing Manager in Cadbury will also be explained (Al-Ekam and et. al., 2012). The
Marketing Department also influences and interrelates on the other functional departments of the
company. This interrelation and influence will also be explained in this assignment. Further the
assignment will also make its focus on the value and importance that it provides to the company.
It is very important to maintain proper relation between different departments for Cadbury and
the importance of this effective relation in between different organisational departments are also
covered in this assignment. The marketing plan will be produced and evaluated and the
comparison will be made in between Cadbury and other organisation's marketing mix to meet the
business objectives.
MAIN BODY
1) Concept of Marketing, Current and Future Trends
Marketing can be defined as the process which starts with the process of idea generation
and ends with the customer satisfaction. The marketing concept is a belief that companies must
have knowledge about the needs and rational decisions to beat their competitors in satisfying the
needs of the customers. The marketing concept includes many concepts such as production
concept, product concept, the selling concept, the marketing concept, and the social marketing
concept. The explanation of these concepts are provided as under-
 Production Concept: In accordance with this concept, the customers will buy only those
products which are easy to access and less expensive. So the manager of Cadbury will
focus on the quality and the distribution of products according to the demands of the
customers.
 Selling Concept: This concept is based on the promotion of the products in the market so
that the sales of that product can be increased (Baker and Magnini, 2016). The manager
of Cadbury will focus upon promoting the products of the company to increase its sales.

 Product Concept: In this concept, the main focus is on the quality, performance and ways
of improvement in the products of the company. The manager of Cadbury should focus
upon improving the quality of its products.
 Marketing Concept: This concept of marketing focuses on the achievement of
organisational goals by knowing and satisfying the needs of the customers. Focusing
upon this concept will help in increment and satisfaction among the customer base in the
market. Societal Marketing Concept: In this concept value is delivered to customers in a way
which satisfies both customers and society's well being. This concept will help the
manager of Cadbury in creating a good image both from the viewpoint of customers and
society.
Current Trends in Marketing-
 Virtual Reality- It is increasing becoming a marketing tool for big and small both brands.
It is used in a way that makes sense for your overall messaging and target audience. Artificial Intelligence- The use of this trend is increasing in the marketing as it increases
the user engagement such as integrating Artificial Intelligence with a site's chat box by
adding more creativity in it.
Future Trends in Marketing-
 Change in Consumer Habit- the focus on the customer experience is driven by consumers
growing demand and personalised shopping experiences. Companies must adopt policies
in accordance with the changing habits of the customers (Campbell and Martin, 2015).
The influence on the marketing will be that the marketing strategies of Cadbury will
change according to the change in habits of the customers.
 Building Customer Trust- Building the brand trust and the enhancing the communication
in between the customers and the company will be helpful for Cadbury as better relation
will result in the loyalty of the customers towards the products of Cadbury. It will also
influence on marketing as the ways of providing information to the customers will also
change in this respect.

2) Overview of Different Marketing Processes
There are several stages which are included in the marketing process of a company.
Cadbury also passes through the same process for creating value of their products and satisfying
the needs and wants of the customers. This process is described as under:
 Situation Analysis: At the very first step, Cadbury will analyse the situation and find out
the chances to satisfy the unfulfilled needs of the customers of their target market.
 Marketing Strategy: In this step, the marketing strategies are developed for the target
market so as to attract and cover them more affectively. An analyse is done and the best
available option is chosen.
 Marketing Mix Decisions: At this step, the decisions regarding the product's
development, pricing, distribution and promotion related are taken so as to make the
product able to cover the market share as much as possible.
 Implementation and Control: At the last stage of marketing process, the plan is
implemented and the outputs are measured and evaluated and necessary actions are taken
for getting positive results.
3) Roles and Responsibilities of Marketing Manager of Cadbury
Like every other manager of Cadbury, the Marketing Manager also plays an important
role in order to help the company in meeting their goals and objectives. As they are held
responsible for the proper and smooth working of the departments which they are provided with
which ensures the proper working of the organisation as a whole (Draelos, 2010). Based upon
that, the Roles and Responsibilities of the Marketing Manager of Cadbury are discussed as
under:
Roles of Marketing Manager:
The roles of Marketing Manager of Cadbury are discussed as under:
 Developing the Marketing Strategies Plans: It is the work of Marketing Manager of
Cadbury to identify the customer needs and wants, and at the same time delivering those
needs and wants to the customers by adding value to the products and communicate
superior value. These strategies and plans may relate to the process of developing and
maintaining balance between organisations' objectives, skills, resources, and the
marketing opportunities.

 Marketing Research: In addition to this, it is also the role of the marketing manager of
Cadbury to do the market research so as to found the new and potential market for the
products of Cadbury. This research may be upon their product, company's market, target
consumer group. All these are the roles of the Marketing Manager that it has to perform
while accomplishing his duties (Eslinger, 2014). Customer relationship management : The marketing manager is responsible for managing
the relations with the customer which is the most important activity in the business. For
this purpose, the marketing manager of cadbury will gather information from the
customer database to develop a customer satisfaction survey. Afterwards, the information
is shared with the employees so that the improvement in the customers service could be
made.
Responsibilities of Marketing Manager:
The following is the description of the responsibilities of Marketing Manager of Cadbury are
discussed as under:
 Coordinating Marketing Campaigns: It is the responsibility of the marketing manager to
conduct timely marketing campaigns in order to enhance and create the brand awareness
of the product of Cadbury in the market. With the help of these campaigns the marketing
manager will also be able to make an increase in the sales of the products of Cadbury.
Further, in case of new launches of products. It is also the duty of Marketing Manager to
conduct marketing campaigns.
 Checking on the Company's Marketing Budget: The following point is also included in
the responsibilities of the Marketing Manager because of carrying out the marketing
activities of Cadbury so as to check and provide an estimation of the marketing budget of
the company which will be required for carrying out the marketing activities.
 Responsibilities towards society : It is the crucial responsibility of a marketing manager
of cadbury to contribute towards society. For this purpose, they will provide innovative
good and products to the market which will satisfy the need of the customers, make
regular supply of goods and services, generates employment opportunities in the country,
etc.

4) Influence and Interrelation Between Marketing and Other Functional Departments
The proper functioning of an organisation depends upon the successful coordination
among all its departments. All the departments of an organisation are interrelated with each other
and the decisions of one department also creates impact upon the other functional departments of
the company (Hsu, 2011). The same is in the case of Cadbury, their departments are also linked
with each other and create influence one other's decision making process. This interrelation and
influence is discussed as under:
 Marketing and Sales Department: The Marketing Department of Cadbury is related with
its Sales Department. The function is to increase the sales of the company so that profit
margins and revenues of the company can be increased. With the help of marketing, it
will become possible for Sales Department by advertising and promoting the products of
Cadbury in the market. It also influences the Sales Department's decision as in case of
new launch of product, the marketing department will provide an estimate to the sales
department for maintaining proper level of stock so as to meet the demand of the market.
 Marketing and Production Department: The Marketing Department of Cadbury is also
interrelated with this department as this department gives an estimate to the production
department about the type and number of goods to be produced. The marketing strategies
of the department can also make an influence on the production department as their
strategies can influence the market and can create effect on the demand of the products of
the company.
 Marketing and Finance Department: Marketing Department will provide the advertising
budget, promotion, research, etc. to the finance department for approval so in this way the
marketing department is also linked with the finance department of Cadbury. It
influences the decision making process of finance department. Sometimes, there arises
some unanticipated costs for marketing department after approving the budget so the
finance department will approve the additional amount to marketing department and this
will influence on the other decisions of the finance department (Lancaster and
Massingham, 2010).
The above discussed functions need to be effective in nature. Effectiveness of marketing
functions is the measure of how effective a given marketers go to market strategy to accomplish
the goals and objectives. For instance, marketing functions is effective in channelising the

overall operations of the cadbury which includes from manufacturing process to reach the
product at the desired target audience. If all the strategies are developed properly then this
function will be useful in effectively meeting business objectives. But if there is any deviation in
the marketing functions like lack of innovation, poor delivery or supplier channel, etc. then this
will create ineffectiveness in the marketing of a product which can directly affect the sales and
profitability.
5) Value and Importance of Marketing Role in Cadbury
With the help of marketing, it has become possible for the companies to make the
availability of products at right place and in right time. For the business to succeed, its product
must be popular among the customers. Marketing is used to engage the potential buyers in the
product awareness campaign. It also helps in knowing about the products for the customers so it
is important for Cadbury to do marketing of the products. Moreover, it is also important as the
product awareness about the product will also result in increasing the sales of the company.
It also provides value to Cadbury as through Marketing the proper and real advertisement
will be passed to the customers, which will create value for the company such as brand loyalty,
product awareness and hence Marketing is valuable to Cadbury.
6) Importance of Effective Interrelation Between Different Functional Departments of Cadbury
From the above given data it is concluded that the interrelation between different
departments is important for efficient and accurate communication along the various departments
of the company builds up confidence within them. Specific information is provided to the
employees and hence it also saves the time. Effective Communication among various
departments of Cadbury improves the customer service also. It is as the customers do not have to
wait and suffer from the official referrals such as communicating to finance department for
billing (Lane, 2014). The proper coordination among all the departments also ensures the
efficiency in the tasks they are provided with. Their proper functioning also makes ensure that
the firm does not suffer any loss from the mistakes caused by any one of the departments so
interrelation is also necessary in order to increase the efficiency level of Cadbury.

7) Comparison of two Companies in the Same Sector applies Marketing Mix to achieve Business
Objectives
A marketing plan is a not at all successful without the implementation of marketing mix.
This process starts from the production of product to the sales of the product. This is based on
the customer taste and preference. The marketing mix of the company includes price, products
place, promotions etc. it also determines the impact of sales and profit of company. The
marketing mix of the company Cadbury is compared with the Hershey's company.
Product : Cadbury, as it is the second largest confectionery company in the world. With
most of the operations in the western countries. They have a wide variety of products which
helps them to become second largest producer. The products includes Dairy milk Oreo, Cadbury
fudge minis and chocolates products etc. On contrary, The Hershey's Company, this is one of
the most reputed brand in the world in context of liquid chocolates. As their products includes
the chocolate syrups, sauces and various other products of liquid contents. The innovation of the
company helps them to produce different and innovative products.
Price : In cadbury, price is one of the factor that helps the company to decide the segment
in which their product will deal (Malhotra, Birks and Wills, 2013). Also the company has various
price bands according to the taste and preference of the customer. They have decided to place the
product in the category which would make it customer appealing. The price of products are
lower as compared to other products in the market which gives them advantage over their
competitors. Cadbury is using Skimming the Price Policy for its products. On contrary, The
Hershey's company, this is considered as one the premium brand which provides premium
chocolate products to its customers. The price of the product is generally high as compared to the
other competitors in the market. The minimum price of the chocolate that they provide is 2
Euros. The following company is using Premium Pricing Strategy for its products.
Place : In cadbury, the company is present in more than 50 countries in world making it
globally operating company. The product of the company is sold in the supermarket and the
retail stores which helps them to increase the sales of the company. Also they have placed their
products in the market which is easily available to the customers. As well as the online mode of
selling is taken for the purpose. On contrary, the Hershey's company The operation of the
company is in more than 60 countries which makes them global leader in selling chocolate
syrups. The market size of the company is more than its competitors with maximum supplies in

American market. Also they have made the some of the products which are placed in the online
market and is easily approachable to customers.
Promotion : In cadbury, There are various promotion schemes that are developed by
Cadbury which helps them to sell their product competitively. They have used different
promotion strategies which helps them to promote their product more aggressively in the
competitive market. Now a days they have used social media platform to promote the products
and make their market more competitive (Martin, Campbell and Harmsen, 2014). Whereas in the
Hershey's company, The focus of the company is on the quality rather than on the promotion
techniques. Although the company has used different promotion technique which helps them to
make their market presence more strong. Promotion technique includes TV radios and other
broadcasting channel.
People : In cadbury, There are various skills and training programme that are established
by the management of Cadbury which helps them to improve the skills of employees. The
company provides constant training to their employees due to which they are able to make their
product more appealing to customers.
Cadbury uses different techniques on their employees to improve their employees and skills.
They constantly gives training to the employees so that they can learn new skills and capabilities
thus applying them to real life scenario to increase the performance. Whereas in the Hershey's
company they give hikes and incentives to their employees so that they are able to work in more
motivated way. The company has also implemented the KAIZEN technique that helps them to
improve the quality of the product that they make.
Process : In cadbury, the company produces product through different mediums which
includes six sigma and various other methods. The focus of the company is on making huge
quantity of products so that they can chive the economies of scale. Whereas in the Hershey's
company, the process that is adopted by the company is KAIZEN which helps them to make the
product more desirable and also helps them to increase the products quality. Also they have their
focus on making the product more desirable to the customers and unique by using different
production technique for this purpose.
Physical evidence : In cadbury, The companies make their product physically evident by
opening retail stores in different countries. The blue colour wrapper differentiates their product
from others in the market. This way the physical evidence is done by the company in different

countries. Whereas in the Hershey's company, The company uses the boards as their highlights
of physical evidence which helps the customers differentiate the physical evidence of the product
that they have. Also they label their product in white colour which makes them differentiate it
from others (Moons and et. al., 2010).
8) Producing and Evaluating Marketing Plan for Cadbury
Marketing Plan can be defined as the overall business plan of an organisation. This plan
is used in case the company is launching a new product. The Manager of Cadbury will use this
plan for increasing the sale of its products in the market (Perreault, 2010).
Executive Summary
The Marketing Plan is based upon Cadbury which will help the company is launching a
new product “organic chocolates”. The plan includes the overview of the company, their
mission, vision, objectives, STP, SWOT Analysis of Cadbury Company. It will also help in
achieving the goals and objectives of the company.
Overview of the Company
Cadbury was founded in the year 1824 which is headquartered in London. It is UK based
multinational company. The company is known for its chocolates and various confectionery
items. The company is providing various products to their customers and is producing products
almost for people of all age levels. There are approx 71257 number of employees currently
working in the company. The company used many tools in order to promote their products and
services by giving advertisements or online advertising.
Vision
The Vision of Cadbury is to create brands that people love by working together.
Mission
To improve the performance and quality of their products
Situation analyses
It is the collection of methods which is used to analyse the organisations internal and
external environment to determine the capabilities, customers and business environment.
Cadbur's competitive advantage is driven by its commitment to understand the needs and
demands of the customers and focussing on products that is in accordance with its mission.
Marketing Objective

 With the help of “organic chocolate”, increasing the market share by 5% in the next 6
months.
 To make the product available to 1/3 segments of the society in next 9 months.
STP
STP stands for Segmentation, Targeting, Positioning. This process is beneficial for the
company to identify and meet the demands of the customers.
 Segmentation: It can be defined as the process of dividing the market into subset
customers. The segmentation can be done in categories such as psycho graphic,
behavioural, and demographic.
 Targeting: It includes the group of those people which Cadbury is going to target health
conscious people who do not use any added flavour chocolates having sugar in it.
 Positioning: It makes the company able to know about the place where it is currently
standing.
SWOT Analysis
Strength Weaknesses
 Well recognised brand in the market.
 Strong distribution and marketing
channel (Wieser, 2012).
 Lack of access to rural market.
 Seasonal sales of the products.
Opportunities Threats
 It can start providing low calorie and
sugar free candies to their customers.
 Increase in the revenue during festival
season.
 Heavy advertising expenses.
 Upcoming of New Brands in the
market.
Implementation and control
After creating marketing plan, it will be launched in the market. As there are various
activities and programs that take place in the implementation of new marketing plan so cadbury
will use smart sheet in their working to strategically plan, implement and coordinate with
vendors and teams. Smart sheet is a work management and automation platform which allows

enterprise and teams to work better. It helps in controlling and monitoring the activities by
developing a custom dashboard with smart sheets sights to view performance metrics.
Marketing Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5500 7000 10000 5000 13000
Investment 2500 6000 15000 25000 12000
Total 8000 13000 25000 30000 25000
Marketing outlay
Promotion 8000 3000 5000 6000 5000
sales publicity 2000 5000 5000 6000 3000
Direct selling 2000 10000 2000 2000 4000
Total 12000 18000 12000 14000 11000
Company can compare its sales digits from last year sales in order to study the effectiveness
of marketing plan. Further, company can monitor all its activities and decisions taken to increase
the number of its profits. One of the best way to examine the effectiveness of marketing plan to
evaluate the return on investment on marketing activities perform by company to increase its
sales.

CONCLUSION
From the above given data it can be concluded that marketing is an essential and
indispensable part of an organisation. It plays significant role in the success of an organisation.
In addition to this, the manager must fulfil its duties will full care so that positive results can be
acquired from them. The use of various marketing strategies makes the organisation to run
smoothly. Preparing plans and their proper execution also helps in increasing the profitability
level of the company.

REFERENCES
Books and Journals