Marketing Essentials Report : Cadbury company

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function of Cadbury.................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Elements of marketing mix to achieve business objective....................................................8
TASK 3..........................................................................................................................................11
P4 Evaluate a basic marketing plan for the respective organisation.........................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing plays a vital role to increase the profit of an organization. Every firm is
hunting to expand the sales and gain profit in the market. Marketing is also crucial to know the
customer demands, requirements, needs and their interests. In order to attract the end user of the
product and services the company conducts a research to identify the customer requirements and
then it provide the collected information to the company to develop the products and services
(Baker and Saren,2016). The core purpose of the marketing is to build a customer relationships,
establish a customer driven strategies that can achieve the higher consumer satisfaction.
This marketing report is based on Cadbury which is a British multinational confectionery
company and wholly owned by Mondelez International since 2010. The company was
established by John Cadbury approximately 194 years ago in Birmingham, United Kingdom. It
consists of 71,657 employees according to the 2008 information. The major product of the
Cadbury is Dairy milk Chocolate but it also offers a huge range of items such as bars, beverages,
desserts, etc. across the globe. Cadbury follows a top down approach with distinct chain of
command from top management to the middle management and clerical support assistance.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function of Cadbury.
Definitions and nature of marketing : Marketing is an organizational function which
communicates with customers to recognise their requirement and delivers a valuable product to
them. It manages a beneficial relationship between the organization and customers in which the
company get the profit in terms of money and the customers gain the contentment through the
purchasing of quality products (Brassington and Pettitt, 2013). It plans and take the decision
regarding the marketing activities, identify the customer needs and their buying behaviour.
Concepts, Current and future trends of marketing : The marketing concepts can be
divided into five major concepts of Cadbury. These concepts can be define as production,
product, selling, marketing and societal which can be beneficial for the current and future trends
of marketing.
Production concept : This is the most basic concept of marketing which states that
customers get influenced by the low cost and quality products. Managers are concentrated to
increase the production with low cost consumption and huge distribution of the product. The

core purpose of production concept is to increase the customer purchasing power through the
cheap price and quality of the goods. The product should also accessible at any place such as
Cadbury products has less price and also available at retail shops that enhances the supply and
production of the goods.
Product concept : In this concept the consumers always have tendency for high quality
products and innovative attributes. The customer admires the quality of the product but
managers should not stick at one place only for one product (Desai,2013). They should innovate
the things which is profitable for the company and the customer too. As innovative approach
keeps long customer relationships because the company fulfils their demands. For an example,
Cadbury is well known for Dairy milk chocolate and but over the decades it realizes that the
customers are looking for new flavour of chocolate. After the recognizing the customer's
interests it rolled out a wide range of Dairy Milk silk and promoted it through all the possible
ways. As it can be see on the TV advertisements which increases the curiosity to purchase the
chocolate and that is the main motive of the product concept to introduce a new product in the
market whenever it is required.
Selling Concept : It focused on the promotional activities because the customers tends
over the aggressive promotion of products and services. These activities increases the sells of
Cadbury such as Dairy Milk Silk promotions.
Marketing concept : It emphasizes on the requirement of the target customers that
supports to deliver products and services which offers them a satisfaction. Marketing team builds
an image of the organization which is helpful to reach out the customers because the customer
automatically towards a brand. As the Cadbury is a well known brand in the market and because
of that the customer strongly believes on product quality.
Societal Concept : Its core focus is on the needs and requirements of the target people.
Cadbury investigates about the interests, choices and tastes of the customers so that they can
enhances Cadbury sells (Desselle,Zgarrick and Alston, 2016).
Marketing plays a crucial role for Cadbury because it analyse the needs of the prospect
customers and then promote it among the end users. It develops strategies to recognise the end
users needs and then promote the goods which are provided by a Cadbury. So that the customer
can attract towards the products and increase the purchasing capacity. Marketing department also
has a hierarchical structure such as the marketing head, managers and the employees who works