Marketing Essentials Report

This report examines Cadbury's marketing strategy for launching sugar-free chocolates, analyzing their marketing mix, SWOT analysis, STP approach, and a detailed marketing plan with budget, monitoring, and control strategies.

MARKETING
ESSENTIAL

INTRODUCTION
Marketing is an identical or essential concept for every organisation in present business
world. It is the act through which the organisation takes various efforts in order to inform
customers about the new goods and services to achieve set sales objectives. Role of marketing is
significant in every business organisation because it supports in improving the sales and
profitability (Baker and Magnini, 2016). Cadbury which was founded in 1824 and operate its
business in confectionery industry which trade multifaceted types of products to the customers
like bars, beverages, chocolates, cookies, deserts, candies, etc. is considered in present report.
This project will explain the important duties and obligations of merchandising function. It
further helps in establishing a relationship between wider context of organisation. It will also
analyse the structure by which the marketing mix of various companies can be compared. The
last part of the report will formulate and evaluate the marketing plan for the company.
TASK1
Covered in Booklet.
TASK 2
Covered in PPT.
TASK4
P4. Marketing plan for Cadbury.
A marketing plan is a written plan for organisation. It refers to a report that summaries
the marketing strategy employ by company to attract its customers in the coming month, quarter
or a year. It also involves a complete statement of actual position of a business (Pike, 2016).
Through marketing plan company is capable to decide the way of using the resources with an
aim of achieving the corporate goal.
Executive summary:
Cadbury is an international company which was founded by John Cadbury in the year
1824. The company is having its headquarter in Uxbridge, West London. The company deals in
so many products like chocolates, candies, milk additives, bars and may more. It holds second
position in term of confectionery after Mars. It is one of the most leading brand which is
operated in around 60 countries. Cadbury is popular for its dairy milk chocolates, the crème egg

an roses assortment box and many more commodities. It is planning to enlarge its business
activities by introducing sugar free chocolates (Purvis, 2015). The purpose to enter in this
segment is because increase number of health conscious customers and most of the people are
diabetic so it would be beneficial for them to consume. Moreover adding a new segment would
support the enterprise in increasing the profitability and growth of the company.
Vision and Mission:
Its vision is to become best confectionery brand in the world. Cadbury’s mission is to
provide its customers with such an alluring taste which cannot be followed by the rivals.
Objective:
Cadbury’s objective is to expand its merchandise range by introduce new 'sugar free
chocolate” For this Cadbury is required to employ SMART objective. This support in attain
success by set specific and time bound objectives.
 Objective of Cadbury is to capture 15% of sales by 2021.
 To capture market by 25% by year 2022.
STP Approach
It refers to the marketing tool that can be termed as a process that defines the link
between the market and the ways adopted by the organisation to survive in the market. It is used
by the company in order to formulate the strategies (Rowley, 2016). STP approach pedestal for
the segmentation, Targeting and Positioning. Following is the STP approach of Cadbury:
 Segmentation: This is known as the market which is made by the peoples of one or
similar type of characteristics. Segmentation of Cadbury is done by three segments which
are based on geography and demographic. Geographic segmentation divides the market
into big cities . Demographic segmentation make separation in the market as per the age,
gender and income.
 Targeting: This is the process of identifying to the highest degree attractive segment.
Being Cadbury is a loving brand among all the age group. But many of the people who
are diabetic patient are not able to consume. So the most targeted group is from child to
boundless age as it has a healthy benefit for all age radical.
 Positioning: This is the procedure of giving position to a brand in the cognition of target
consumers. Cadbury can positioned its product with the help of advertisements on TV,

newspaper and other promotion measures to promote the product (Scarborough, 2016). It
can promote the product by giving some of the healthy benefits of sugar free chocolates.
SWOT Analysis:
It is a structure which is employed by the enterprise in identifying the advantages and
disadvantages of company. Further, this supports in identify threat and opportunities which are
the outer portion of an administration (Shaw, 2016). It measures the environment of business in
an elaborated manner which helps in taking the efficient decision for the future. Below is the
SWOT Analysis of Cadbury:
STRENGTH
 It is one of the strongest brand which
makes it popular among all age group.
 The company is dealing in wide rage of
commodities namely chocolates,
candies, bars and milk additive.
 The company is using best promotional
ideas to promote their brand by using
catchy tag lines which are effective in
developing the new customer base.
WEAKNESSES
 Increase number of health conscious
customers results in lessening in the
ingestion of chocolates. This overall
affect the growth of the company.
 Previously company has received some
of the complaints in the quality of its
chocolates which turn to be a negative
point for the Cadbury.
OPPORTUNITIES
 The company should try to cover those
market which are untouched by its
products.
 The company should provide some
differentiated products in order to reach
large customers base (Stern and Porr,
2017).
THREAT
 Cadbury has so many competitors
available in the market which are
dealing in all most same type of
products. Some of the competitors are
nestle, Mars etc.
 The cost of manufacturing of its
product are very high which led to
increase in the price of its products.
4P's of Marketing:

Marketing mix refers to one of the most common tool in the marketing which is used by the
company in promoting the brand or product in the market. Further, it can be said that putting of
the right product at right place. Marketing mix of Cadbury is as follows:
 Product: It refers to tangible substance manufacture by company to fulfil the
requirements of its target customers. It is already dealing in the wide range of products.
The new product offered by the Cadbury is “sugar free chocolates” It is developed after
analysing the health issues which now a days are suffered by the customers.
 Price: This mention to the monetary amount given by customer in order to get the
company’s product. Sugar free chocolate is a new product for the company so company
will use economy pricing to influence customes to buy the same. (SHUKLA, 2016). In
such type of strategy the prices are compared with other competitors and are set
according to the value of customers. Price set is economical to all age group. This helps
the customers to attract toward the new product.
 Place: Product distribution should be such so that it can be accessible to every buyers.
Cadbury uses effective channel to distribute the product from one place to another. The
company sells its product to the distributive channel by the means of transport. Its
products are distributed in small outlets, supermarkets and other places.
 Promotion: It is the way by which company can boost its brand image and also increases
the sales. Various promotion measures are used by Cadbury like advertisements in
newspaper and TV, websites, online ads and many more.
 Budget:It refers to the statement which show a detail description about the expenses and
revenues which are incurred by the company during a specific period of time. Budget can
be developed on the basis of quarterly, half yearly and yearly. Normally there are two
types of budget, i.e., short term and long term budget. It is very crucial for the company
to prepare a proper budget as this will help the company to keep an eyes on the prices of
its product and also helps in knowing their spending power. The budget of Cadbury is as
follows:

The above budget plan shows that in order to run business, Cadbury must require the minimum
investment of around £16000.
Monitoring and Controlling:
After making of the budget, it must be check on continuous basis in order to see if any
thing important is missing or not. Monitoring and controlling process helps to keep the plan on
track (Zgarrick and. et. al., 2016). As soon as budget is prepared, company must take care the
facts that help in provide a positive experience to customers. Such types of factors mus be
obsessed in order to run the business efficiently. The above budget depicts that the company has
obtained extra expenses on the sales promotion of the company.
CONCLUSION
From the detailed analysis of the project, it can be summarised that marketing plays a
important role in an organisation. With the help of marketing company can easily encourage its
merchandise which helps in creating the large customer base. Manager of marketing department
has certain responsibilities in relation to the products. As they plays a important role in

promoting the products by using new promotional ideas. In this context marketing mix is also
applied on Cadbury with comparison from other company which helps in achieving of the
organisational goal. Further more marketing plan is produce for Cadbury. It is very beneficial to
prepare as it clearly outlines about the Vision, mission and and objective which company must
attain in order to sustain marketplace.

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