Marketing Essential Assignment | Cadbury

MARKETING ESSENIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key responsibilities and role of marketing function.........................................................1
M1...........................................................................................................................................4
D1...........................................................................................................................................4
TASK 2............................................................................................................................................4
P2 How roles and responsibilities of marketing relate to organisational context..................4
M2...........................................................................................................................................6
TASK 3............................................................................................................................................6
P3 Compare the marketing mix of different companies.........................................................6
M3.........................................................................................................................................10
D2.........................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 & M4 Marketing plan for enterprise...............................................................................10
D3 Marketing plan with 7Ps.................................................................................................14
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an process of management by which services and goods of organisation are
given to consumers. It is linked with purchasing and selling of goods and services as well as
delivering, advertising and selling goods to peoples. Working in groups within a department of
marketing mainly concentrate on attracting buyers towards organisation by different tools like as
sometime celebrity endorsements, media exposure, banners and packaging designs (Babin and
Zikmund, 2015). Cadbury is a multinational business which dealing confectioneries with
London headquarters in UK. It is second largest confectionery business as well as it run in more
than 50 counties all over the globe. It is having a strong base of chocolates, candies, snacks etc.
within market. Most popular chocolates is Cadbury Dairy Milk. In this report it mainly
concentrate on responsibilities and roles of marketing activities as well as its relations within
functions of companies area. It has also compare marketing mix within two organisation.
TASK 1
P1 Key responsibilities and role of marketing function
Marketing
It is a management process in which firm move their goods and services from concept to
the clients. It includes coordination of seven elements which is called 7 P's of marketing mix.
Marketing refers to activities of firm that associated with selling as well as buying product and
services. In other word, marketing is a action of offer commodities in order to full fill customers
needs, want in an effective manner.
In present business environment, marketing is a one of the most important function of
management which help organisation to achieve goals and objectives in limited period of time
effectively. It is a marketing manager responsibilities to conducting market research in order to
analyse needs and wants of potential clients at market accordingly they are produce their goods
and services. Through this, organisation has capable to enhance customer's satisfaction and long
run sustainability in the industry (Baker, 2014). By strong marketing, firm are build core
competences which help to manufacturing differentiate commodities and services to compete
competitors effectively. Some important seven marketing function has detail as follows:
 Product: Product is very crucial element of each one companies because it is the only
element which sell to their customers and all individuals make opinion about firm
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according to performance of goods and services. Management of Cadbury has organising
market research program in order to know customers purchasing trends and behaviours,
attitude, motivation factor, perception, learning style and many more. Through this, they
are develop commodities accordingly to full fill consumers demand in an effective ways
in limited period of time. Marketing manager decided size, colour, packaging, shape,
logo, tag line, advertisement content etc. to produce product, by this they are capable to
run entire business activities profitability and provide direction of operational team to
make goods according to their instructions.
(Source: Key functions of Marketing, 2017)
 Price: Most of the customers has prices sensitive in their nature so that administration of
Cadbury has fix prices to gain large market share. Cadbury is a big organisation and
produce product at economic of scale in which they are offer their goods at low price as
compare to other enterprise in the same industry. In addition of this, marketing manager
of the company has find out disposable income capabilities of citizen of the nation that
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Illustration 1: Key functions of Marketing

help to make offer for them to attract effectively. One of the main function of
merchandising department to analyse as well as evaluate competitors strategies and
develop their own according to complete them effectively to achieve higher market
position. By this, enterprises are able to gain competitive benefits in lone run it help to
take sustainability and higher profitability as compare to their rivalry into industry.
 Promotion: In present business environment, modern promotional strategies should be
used by an organisation in order to attract attention of large number of customers toward
their own goods and services (Batt, 2013). There are tow kind of promotional method are
used publicity and advertisement, both have their own strength as well as weaknesses
which create positive, negative effect on an organisation performance. Some publicity
mode is sponsor to sport game, news broadcasting, charity etc. and other advertisement
mode is newspapers, TV add, billboards, hoardings, point of sell material etc.
 Selling: It is a only activities which has generate revenue for each on companies at
market place. Management of the company has develop plan to increase selling which
help to gain high profitability and long sustainability. Two kind of selling mode are used
by cadbury direct and indirect, both has their own positive as well as negative points. In
direct sales, employees meet with their clients and make discussion face to face which
help to know what buyer think about product and accordingly they are pitch to them to
close a deal. In indirect sale of goods and services, manager make distribution channel
and sell their commodities through this mode. In this they are not meet with their clients.
 Finance: Finance is a blood of an organisation because each one department has need
fund to run their activities effectively. With out money, firm are can not able to achieve
goals and objectives in given time frame appropriately. Function of finance manager is
construct budget for all division like human resources, operations, marketing, research
and development, production etc. of the firm to complete their work in order to achieve
aim in significant manner (Chinn, 2017).
 Distribution: Strong distribution channel help organisation to enhance reachability in
every location. It is a one of the main function of management in order to improve long
term sustainability and profitability. By this arrangement firm are focus on their product
quality because selling activities now should be shift to distributors work and company
has only make distribution channel in order to sell their commodities.
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 Marketing information system: Now days, information is a key factor of success for an
organisation. So that, management of the Cadbury has sell their goods and services at
international level and they are issues of culture diversity. In order to reduce the impact
of this problem, manager has gather information related to needs and wants of potential
clients form different location effectively. It help to build positive brand in consumers
mind to enhance satisfaction. Computer based system has improve quality as well as
productivity of employees by which enterprises capable to increase workers retention.
Management information system has help staff members to completing task effectively.
M1
Marketing has played very important role as well as responsibilities for an organisation which
help to achieve goals and objectives in limited period of time (Desai, 2013). There are main
function is product, price,place, promotion, selling, distribution, management information
system and finance. Each one function has help to run business activities effectively.
D1
All key element of marketing function has very important of an organisation and manager
establish strong interrelationship with other department to complete task in an significant
manner. Cadbury has operate their business at global level so that they want to focus on all
marketing elements which help to make positive customer's satisfaction in long period of time
effectively.
TASK 2
P2 How roles and responsibilities of marketing relate to organisational context
Marketing includes various roles and responsibilities of selling the products and services
at market place. The activities consist of research designs, product development strategies,
formulating plans and policies for effective marketing of products. The marketing manager is
having different types of roles and responsibilities by which they are able to promote their
products and services at market place (Diana, 2013). There are various marketing functions
which are helpful in growth and development of organisation. Marketing functions are also
valuable in order to establish strong brand image at market place thus firms can high profitability
and market shares. Cadbury uses different types of marketing tools and techniques in order to
enhance their sales ratios by selling their products at market areas. The firm is mainly focused on
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selling customised products according to need and wants of customers in order to establish
strong brand image. The marketing department is having the major responsibility in order to
enhance the overall sales and profitability of business. There are various roles and
responsibilities related with marketing department which are evaluated below as:
 Production: Firm has produce product according to customers preferences as well as
needs. By this, they are able to achieve goals and objectives in appropriate manner.
Marketing department provide information to them related to size, colour, packaging,
cost etc. and accordingly manufacturing team produce goods. Sales: It is a activities to approach customers to purchase goods and services of Cadbury
in an effective ways. By which they are able to generate revenue for the company in
order to attract large number of clients toward their commodities and services.
Management of the company has analyse competitors selling strategies in order to
compete them effectively (Durand and Barlow, 2012). Research and development: Marketing manager of Cadbury has organising marketing
research to analyse customers needs and preference which help to run entire business
activities effectively. Manager provide all information to research & development
department to manufacturing product accordingly which help to full fill demand of all
clients in significant ways.
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 Administration: Management of each one organisation is very important to develop
strategies, plan, policies, rule, regulation and many more. Their main role with in firm is
controlling, directing, managing all staff member to achieve set or predetermine target in
limited period of time. By which enterprise has able to gain competitive benefits in long
run with higher position as compare to benefits
 Human resources: Human resources manager of the company has hire talented
candidates for their organisation in order to run their business activities in an effective
ways (Forrester, 2010). They are organising training program in order to ehance
employees skills and knowledge, by which improve all staff members performance as
well as productivity in long run. Through this they are able to produce high quality
product and services to gain high market position.
M2
With in an organisation several department has work together in order to achieve mission
as well as aim in given time frame. Marketing department make interrelationship with other
division of the company like finance, human resources, research and development, operations,
production etc. Marketing manager of Cadbury has conducting research in order to know
customers needs for they want fund and provide all information to production as well as research
& development department to make product accordingly.
TASK 3
P3 Compare the marketing mix of different companies
Marketing mix is conducted in entire marketing in an very adequate manner. It aid in
improving in addition of market share as well as revenue. Their are 7Ps which are place, price,
promotion, product, process, physical evidence and people. Therefore, compare within Nestle
and Cadbury 7Ps which are explained in detail below:
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(Source: 7Ps of Marketing Mix, 2017)
Marketing mix Nestle Cadbury
Product It is an largest food company. They
are having higher range of products
with 8,000 brands. Primary they are
focusing on goods like as dairy
products, chocolates, Beverages and
ready to prepare food are the
products of Nestle within the
marketplace (Gummesson, 2011).
Their goods are divided according
to seasons as well as they are
analysed according to sales within
country. Their are having lots of
goods which involve such as Five
star, Bournvilla, Crunchie, Caramel,
Dairy milk etc. it provide a large
impact on company.
Price They are analysing market they will
know with their competitors goods
should be not much expensive than
Nestle. As they are having a similar
cost while comparing with Cadbury.
Therefore, pricing strategies
depends on their goods, quality,
geography, competitors etc. they
give various food products for
attracting customers in a effective
price. Managers make their goods at
Goods of their cost is as per their
quality. Some goods cost are high
such as Bourvilla as well as goods
with low rates like as eclairs, five
stars, perk etc. they give various
effective cost and food products for
attracting customers. Managers
make their goods at various cost so
that buyers will purchase their
goods as per their buyers needs and
wants.
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Illustration 2: 7Ps of Marketing Mix, 2017

various pricing so that customers
will purchase their goods as per
their consumers wants and needs.
Place Mainly sales and revenue of these
brands came from European. They
are using fast moving consumers
goods channels of distribution.
Buyers can buy their goods from
retailers. They came with discounts
and tactics for keeping distribution
channel busy. They are mainly
facing challenge of chocolates
within a market place. They directly
provide products to retailers as well
as wholesaler by which customers
can buy as per their wants and needs
(Jones and Rowley, 2011).
Organisation goods are available in
entire world.
Its goods are available in entire
world. It give a higher influence on
global market due to their
distribution channel. Products
availability in both areas urban as
well as rural. They make huge
profits in both terms of buyers base
and revenues. They are introducing
business online and offline both
which aid consumers are easily
available the products within a
market.
Promotion It always came with various as well
as creative marketing ideas when
they have to promote their brands.
They focus on individual brand,
products and extensive advertising.
They push their brand to buyers. It
is having a strong products portfolio
which make them different from
their rivalries. As they use all media
for enhancing their products brands
such as online, television,
Their promotional techniques is
accomplished by newspapers, radio,
television, posters etc. company
made huge efforts for making their
goods reach with buyers as well as
aware them about their goods to
peoples. It is having various
ambassadors of their brand for
various types of goods so it will
make reputation on the mind of
buyers.
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hoardings, print etc.
People Nestle is having a management care
for those who are linked with their
companies due to particular person
can represent organisation in front
of customers. They increase
flexibility working and cooperative
within a working environment for
meeting goals (KAUR, 2015). They
maintain discipline within their
work for increasing their skills of
workers. In order to enhance
consumers demand within market
place. It will help company to
conduct the promotional activities.
Cadbury enhance the brand value by
enhancing products and services on
their basis of values. Goods
business is designed and developed
by huge developers which make
quality goods as well as enhance
sales within a marketplace. Business
hire staff which directly handle
buyers without conflicts. They
increase healthy and friendly nature
so that staff members can
comfortably work without stress at
workplace.
Process Process of supply chain is easy as
well as comfortable with help in
enhancing their sales. Customers
complaints are raised about their
product ingredients which solve
issues properly.
Cadbury process is very easy which
is used by organization to solve
problems as well as conflicts of
buyers. Methods used by company
are customer care stores, websites,
telephones etc. by that it aid in
company to manage complaints for
services and delivery. They provide
a better distribution of channel
which assist in reaching goods with
customers easily.
Physical evidence Atmosphere of working company is
very happening as well as happy. It
made a positive environment along
with that increase life for workers.
Examine companies value which
can be visible to them. It involves
interior, infrastructure, building,
atmosphere etc. people can evaluate
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They manage all the reviews which
arise on various online pages of
companies.
and see good in their brand for
example there are various reviews
and feedbacks of Cadbury products
on internet which are not in hand of
firms. Peoples can analyse websites
of specific company which they can
access for purchasing.
Hence, as per above discussion about comparison between two firms which are nestle and
Cadbury which aid them in enhancing marketing techniques in an very adequate manner.
Therefore, they will meet their goals and targets within a limited period of time. It will assist
them in improving productivity as well as profitability.
M3
For achieving a success and growth of organisation, Cadbury should make their mission,
vision and objectives. It help in meeting positive outcomes. For increasing buyers they have to
make techniques of marketing which aid in making a proper brand image. Product price should
be affordable for consumers. Customers recension as well as satisfaction aid in getting
competitive advantages of all organisation (Mitchell, 2012).
D2
According to marketing planning involves 4Ps for proving buyers satisfaction by an
company. It will lead to business for making techniques under physical evidence, product, price,
place, promotion and people. Therefore, it is all are a part of their marketing plan as they define
all over companies performance. These plan lead to company for analysing powers of consumers
and suppliers.
TASK 3
P4 & M4 Marketing plan for enterprise
Marketing plan consist a document which includes promotional activities for a company,
through which it gain success in coming next year. These advertising activities and actions are
useful in achieving specific marketing goals in a short interval of time. In addition to this,
following concept also reveals the current position of a company at marketplace as compare with
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number of competitors present there. Generally, marketing plan consists formal structure but if
organisations want to increase flexibility then managers can use informal structure also.
Therefore, this type of plan start with identifying the needs of targeted consumes. For this
process, research and development team help in determining demand of customers as well as the
measures through which requirement of them can be fulfilled within given period of time. Along
with this, they use SWOT analysis for determining the position of Cadbury.
Marketing plan basically consists, formulation of budgets, sales forecast, situation of
market as well as effective strategies through which managers of Cadbury can achieve its
objectives and goals. In addition to this, technical strategies aid them in utilising the resources in
a better way (Ogunmokun and Tang, 2012). It highlights the mission, vision and objectives of a
company also as shown below:-
Overview of Cadbury
Cadbury is a British multinational company of UK that delas in confectionery products.
Due to wide range of commodities, this firm has got success in achieving the second best
organisation in world. It was profound by John Cadbury in 1824 and headquartered in
Birmingham. This company has operated its business in more than 50 countries of the world.
Vision of Cadbury
Vision statement highlights how a firm going in market as well as the way it deals with
situation. It reflects objectives and hopes of an organisation that it wants to be achieved in future.
Through this statement, managers can provide clear direction to employees and people who are
connected with business members so that they can contribute their efforts in achievement of
objectives in a better way. In context with Cadbury, its main vision is “Working in collaboration
for producing the brands as per people requirement”.
Mission of Cadbury
This statement signifies business objectives and key approaches to achieve the same in a
beneficial manner. It describes the future position of a company including goals, purpose and
values. Thus, mission statement of Cadbury is “Cadbury is another name of quality; this is
promise”. For achievement of this mission, it makes continuous improvement in products.
Goals and objectives of Cadbury
Objectives and specific goals reflects the purpose of running a business. This statement
reveals what a company seeks to achieve as well as time in which such things can be
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accomplished. Therefore, main objective of Cadbury is to gain the first position in confectionery
market. Therefore, it makes continuous improvement in achieving goal in a successful manner.
SWOT Analysis of Cadbury
 Strengths: In chocolate world, Cadbury is one of a leading manufacturing firm. It has
wide distribution channel with a presence in more than 200 countries. In context with
product portfolio, this firm has various strong brands like Dairy Milk, Bournvita,
Bornville, Oreo, Five Star and more. Product portfolio of company is very strong as it has
various products such as Oreo, Bournville, dairy milk and more. These products are
enriched with good flavours and nutrients. In context with marketing techniques, its
advertising campaign “Kuch meetha ho jaye” is becoming a wonderful slogan in
chocolate industry.
(Source: SWOT Analysis, 2018) Weakness: In recent times, many rumours are spread in marketplace about qualities of
products of Cadbury. In its eatables, cockroaches and some rodents are found which
impact on brand image of this firm in a vast manner. Another weakness of this industry is
poor rural distribution. Thus, its management is required to concern more on
strengthening the quality of products as well (Papasolomou and Melanthiou, 2012) Opportunities: Expanding business in rural market, help Cadbury to gain attention of
large number of customers towards its confectionery items. This would help in increasing
turnover as well as boosting the image of brand more easily in remote areas. In addition
to this, adding new flavour and good taste may bring innovation in products.
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Illustration 3: SWOT Analysis, 2018

 Threats: In today's fast developing world, customers are facing various health issues like
obesities and bariatrics. Due to these problems, people are now avoiding to eat chocolates
and other confectionery products. This would lead Cadbury to decline its business in a
vast manner.
STP of Cadbury Segmentation: In this phase, managers are required to segment marketplace into smaller
area on the basis of same characteristics. It helps them in identifying needs and demand
of customers easily. Thus, in context with Cadbury, it divides the area into three segments
via break, impulse and take home.
(Source: STP Marketing, 2017) Targeting: After segmentation, Cadbury's management is used to provide its products
according to class of customers. In this process, its wide range of products are available
on various range as per choice of consumers. Positioning: Punch line of Cadbury “Real taste of Life” reflects the position of this
company at UK marketplace (Perreault, 2010).
Marketing strategy
Marketing team of Cadbury use various strategies to attract minds of customer in a large
way. They make several campaigning strategies in order to bring attention of people as well as
convince them to avails its products. These processes help in gaining higher profitability as well
as high return on investment in a short period of interval. In addition to this, continuous changes
in eatables by concerning on health issues aid them to achieve growth of business which is near
about 20%.
Execution
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Illustration 4: STP Marketing

After formulating effective strategies, managers concern more on how to execute them in
a proper way. In addition to that, they also focus on gaining the attention of customers towards
products or services.
Evaluation
In this step, employers of Cadbury analyse the effectiveness of tools and techniques used
for gaining better efficiencies. For this process, they monitor situation of market and profitability
of company also (Purvis, 2016).
D3 Marketing plan with 7Ps
Through marketing plan, a company can decide what to achieve in business as well as
how to accomplish. This written document contains various information regarding promotional
and advertising activities. It gives 7Ps in order to compare strategies and position of two
companies having same products in a market (Rudden, 2016).
CONCLUSION
As per above report it is concluded that organisation marketing should be proper within
nature. In this, various types of advantages are achieved by business in a very effective manner.
consumers taste, tools and techniques of others organisation which they are utilizing. Certain
things which are understand in a best way by making a proper marketing plan. Marketing mix is
also implemented within the organisation for achieving a set of targets, goals and objectives in a
given span of time.
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Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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