Cadbury marketing strategy

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Cadbury
Name
Course
Instructor
University

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Table of Contents
Overview..........................................................................................................................................3
Key roles and responsibilities of the marketing function................................................................4
Marketing: Need, want and demand............................................................................................4
Impact of external environment on marketing activities of Cadbury..........................................4
Marketing Functions....................................................................................................................5
Interrelation of marketing with other business units.......................................................................7
Finance.........................................................................................................................................7
Human resources..........................................................................................................................8
Production and operations............................................................................................................8
Sales department..........................................................................................................................9
Research and development...........................................................................................................9
Marketing mix and its application to achieve business objectives..................................................9
Product.......................................................................................................................................10
Price...........................................................................................................................................10
Place...........................................................................................................................................11
Promotion...................................................................................................................................11
Extended Marketing Mix...........................................................................................................12
People.....................................................................................................................................12
Process....................................................................................................................................13
Physical Evidence...................................................................................................................13
Market plan for Cadbury...............................................................................................................14
Segmentation..............................................................................................................................15
Strategies....................................................................................................................................15
Control measures........................................................................................................................16
Conclusion and recommendations.................................................................................................16
References......................................................................................................................................17

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Cadbury
Overview
I have selected Cadbury for carrying out a detailed marketing analysis as a newly
appointed assistant to the Marketing Manager for this company. Cadbury is a multinational
organization based in UK having its headquarters in Uxbridge, London, UK and this company is
entirely retained by an American Organization Mondelez International. It was established in
1824 (Cadbury, n.d.) in Birmingham, UK by John Cadbury. Besides Chocolates, Cadbury was
selling other stuff as well which was cocoa, drinking chocolates, tea, coffee etc. Cadbury has
been manufacturing chocolates for over 200 years. Cadbury chocolates are manufactured in over
15 nations all over the world and it had a net income of over $3 billion by 2016 (2017 fact sheet,
n.d.). Cadbury is a democratic management style of an organization where decisions are made on
the basis of discussion with different representatives of the organization. It has a less complex
structure and it is decentralized. It has a downward flow of transmission of communication-based
on hierarchical structure. Decisions are made by higher management after discussion with their
team members, then communicated and passed down to other staff members. As per Charles
handy model of Organizational culture, Cadbury has a role culture where decisions are made by
top management by consulting it with other team members and then instructions are
communicated in hierarchical position. Staff members in Cadbury have defined tasks to
accomplish. The objective of this paper is to study the responsibilities of marketing function at
Cadbury and how these responsibilities relate to other functional units. It also studies a
marketing plan that applies the use of the 7Ps to achieve overall marketing objectives for
Cadbury.

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Key roles and responsibilities of the marketing function
Marketing: Need, want and demand
Marketing may be defined as a concept which is widely used in business and
organizations to attract and satisfy the wants of customers. Marketing is a process which ensures
that the tool which a company has been using to promote its product and services always address
its clients. Marketing is completely based on strategies and approaches, and it creates the need
for a product in the minds of consumers. Needs, wants, and demands are very essential
constituents of the marketing concept. Need is something which is essential for a person to live
in this world such as water, food, and air etc. Want may be a commodity that a person is willing
to have and customer’s ability to buy something he needs or wants, create the demand. These
three elements take the marketing concept further and assist the marketing function to decide
how a particular product and service can be sold to its customers.
Impact of external environment on marketing activities of Cadbury
Marketing process derives the changes in the strategies of a company considering the
external and internal environment to gain a competitive edge in the market. The marketing
process is dynamic in nature and keeps changing with changing current and future trends in the
market.
According to the latest trends in chocolate consumption by the consumers, they have
become more concerned about their consumption as compared to past trends. Consumers are
more cautious regarding sugar and cocoa content, originality, flavor, and ingredients etc. To keep
the image intact in the market, Cadbury keeps trying innovation in its products and marketing
strategies as consumers in today’s era are becoming more educated and concerned for their
choices.