Marketing Essential Assignment - Cadbury

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1 ........................................................................................................................................1
Roles and responsibilities of marketing function .......................................................................1
Relate to the wider organisation context roles and responsibilities:...........................................3
Roles and responsibility of market in context of marketing environment: ...............................5
Inter relationship with market and other function of organization:............................................5
Analysis and evaluation of key elements of marketing function and relationship with
organization: unit:.......................................................................................................................6
Other functional unit of CADBURY:.........................................................................................7
Activity 2.........................................................................................................................................8
Marketing Mix............................................................................................................................8
Comparison Of Organisations Through Their Marketing Mix ..................................................9
Produce & Evaluate Basic Marketing Plan For Organisation...................................................12
CONCLUSION..............................................................................................................................17
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Marketing is define as promoting and selling product and services in market. This include
marketing research,advertisement and understanding demand of a product in market. This is
important for creating awareness in the mind of customer about organizations product and
services. In business, this is important for developing programme to attain and retain its customer
in market. This is the process of designing plan ,price, promotion and distribution for product
and services. It is important for creating demand for good and services in the market. This is
describe as focal point of every business because its help to generate the demand for product in
market(Larson and Draper, 2015) .
CADBURY is the second largest confectionery brand in the world this known and
famous for roses selection box and dairy milk chocolate. This company is owned by Mondlez
international. This British multinational confectionery company is based in uxbridge of London
in the united kingdom. This company operates in 50 countries all over the world. CADBURY
was started by John Cadbury. This report cover roles and responsibilities of marketing function
and relate this to organizational context and in context of marketing environment. Analysis
interrelationship between marketing and other function. Analysis and evaluation of key elements
and relationship with other functional unit of organization. Comparison of organization which
apply marketing mix to marketing planning process for achieving objectives strategies apply by
CADBURY. Describe 7Ps in order to achieve organizations objective(Malhotra, 2015).
Activity 1
Roles and responsibilities of marketing function
Marketing function play a very important role in promoting the business and mission of
an organization. This department has the responsibilities of growing revenue increase market
sale and market share and contributing in organizations growth and profitability(Morgan, 2016)
Roles and responsibilities of marketing function is explain below:
Roles of marketing function:
 conducting customer and market research: it is very necessary to research about the
market and customer for defining target market and opportunities. Organisation analysis
the market and do research about the market after that sell its product according to
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customer in market . This help in understand that how CADBURY product detected by
its customer(Mueller and et. al., 2015).
 Producing marketing and promotional material: Role of marketing function is to
create the material that describe and promote core product. Organization should create
the material that is promote the product of organisation .
 Defining and managing brand: This is about defining your product or brand in front of
your customer. This describe as introduction of product , what you stand for and
information about product. CADBURY provide all the information to its customer in
context of its brand.
 Monitoring and managing social media: In this marketing contribute to maintain its
social media pages that what review given by the customer. Social medial play vital role
in marketing with this product of CADBURY get promoted and this create awareness in
the mind of the customer. In this organisation carefully watches that what is posted about
companies product and than evaluate changes.
 Developing market strategy : it is important for marketing function to develop effective
strategy which help organization for increases its sales and its market share. Strategies is
define as outline which help in to promote the product to its target market. CADBURY
should develop effective strategy which help in to create competition in market and
increase its sales.
 Meet customer need and wants: Role to identify demand of the product in the market
and what there need and want. CADBURY can influence want by cultural and individual
personalities. Need of customer can be satisfied by the exchange process. CADBURY
identify need and want of the customer and after that set strategy accordingly.
Responsibilities of marketing function :
 Market research: marketing have responsibility for conducting market research which is
based on product of the company. Research help CADBURY to understand its customer
and its market. Market research include information of market, segmentation and market
trend. Market information includes study of product, supply and demand of product in
market. Market segmentation define divided customer according to there taste and
interest. Market trend involve movement of market according to time. With research
CADBURY can easily collect the information of market and consumer.
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 Branding of product: marketing function are responsible for branding of product.
Branding id define as identity of a product its includes names, signs ,symbols or slogan.
Customer are associate with CADBURY brand with its its name and with its sign.
Branding of product should creative and innovative so that customer get attracted toward
the produce(Ottman, 2017)
 Sales : marketing function are responsible for generating the sales of the product. Sales
is a complex process in which seeking out the potential of customer for this offering
them product and persuade to make purchase or invest. For increasing sales of
CADBURY attract customer towards product and target potential customer in the market.
 Public relation : this is define as public image of product which is shown by the
company. CADBURY might do this by writing and presenting marketing materials at
conferences and overseeing social media marketing campaigns. Representative of
marketing also analysis which characteristics of his product might request to particular
demographic group. Then confirm that those group are aware of the products benefits it is
necessary for customer to know the benefit.
 Marketing material: this help to write and design brochure of company , technical
paper and newsletters. All this help CADBURY to include information about product. All
promotional item reflect the image of product. Highlights aspects which company want
to promote.
 Promotional activity: in this marketing representative organize promotional activity
which raise awareness of product in market. Provide full knowledge about the product
and target potential customer in market(Pike, 2015). This is the responsibility of
CADBURY to organize and contacting potential customer with all the details.
Relate to the wider organisation context roles and responsibilities:
Roles and responsibilities of marketing function in context of wider organization. In this
how roles and responsibility of marketing function work in organization. Roles of marketing
function in context of CADBURY given below :
 Conducting customer and market research : this includes gathered the information
about market and customer. In CADBURY research play an important role thorough this
organization identify its potential customer and their need and want .
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 Producing marketing and promotional tool: this is for promoting the product in
market. Producing marketing tool is define as use difference source for promoting the
product. Impact of this on CADBURY is,through this customer aware about its product
and they have full knowledge about product.
 Defining and managing brand : defining the brand in CADBURY is very important
because customer identify product by its brand name. Brand create interest in mind of
customer with products name sign and most important its jingle.
 Monitoring and managing social brand: managing and monitoring social brand in
CADBURY. This effective to know the review about the product of organization. With
this organization can solve customer problem and understand their need(Purvis, 2015) .
 Developing market strategy: organization with great strategy can sustain in market for
so long . For increase the profit CADBURY should apply strong strategy. Effective
strategy give better competition in market
Responsibility of marketing function in context of CADBURY :
 Branding : it very important for every organization to create strong brand name because
its cover large area of market. Organization like CADBURY create its strong brand
name in market. This organization should use different new ideas and innovation so
customer can retain for so long with its brand.
 Sales : sales play very important part in organization because without increasing in sales
company can not earn profit. CADBURY use effective promotional tool and give good
quality to customer which increase sales of organization. For generating sales,
organization set its good brand name and effective promotional tool
 Market research: With the help of market research CADBURY analysis competitors
policy and trend which is going on in market . Organisation set its policy according to
competitor and according to customer preference(Rowley, 2016).
 Public relation: this is define as maintain good relation with customer. CADBURY
create its loyal customer in market with providing them best quality product. When
customer is satisfied with then word of mouth promotional tool is generated.
 Promotional activity: This activity help organisation for providing information about
product to its customer. CADBURY provide all information about its through
promotional activities this help in generating demand of product(Scarborough, 2016)
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Roles and responsibility of market in context of marketing environment:
Marketing environment define as,in which internal factor like employees, customer, shareholder,
retailer and distribute etc. and external factor which include political,legal,social, economic
influence market operation.
Responsibility of conduct rules or restriction in the organization . In this the purpose
regulation is to protect both consumer and organization. In marketing concept of CADBURY all
this rules and restriction should be considers. Organization should also focus on the economic
factors for improving economy of country , for increase standard of leaving . When the economy
is growing , employment is full, and prices are stable , people have less money to spend then
only organisation expand in the market.
Technology help company to alter their product. With the help of technology
organization can easily promote its product in the market. Technology save time to get changes
in the product.
Inter relationship with market and other function of organization:
This is describe as the relationship between marketing and other function of organization
which is describe below:
marketing and finance: all marketing plan should include the term of finance. In
organisation there is many marketing decision that should be viewed in investment decision.
Whenever in the organization new product decision is made than financial instrument and
criteria should be used to evaluate investment. These kind of marketing decision should not be
limited . New product should include decision on advertising , promotion and marketing mix. In
CADBURY all marketing plan includes the term of finance.
Marketing and production: the term of marketing and production is dual one . Production
define as the number of product and type of product in the organization which can be marketed .
Marketing define as promote that product in an effectively manner. Marketing is also about
doing the research regarding the product. Marketing research help in design the product in
organization. This important to understand conflict between product and marketing production is
based on long term with reasonable quantity. on the other hand marketing looking for short
production cycle and with high quality product. CADBURY set is product and add new ideas
according to the market research(Stern and Porr, 2017).
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Marketing and research and development : There is a close relationship between research
and development. They both revolve around the new product development of the organization.
Process of new product stages like from idea generation to final product development this
requires close interaction between R&D and marketing. R&D identify potential contribution of
each produce and marketing research help to innovate that product. Starting stage covered by
research and development for understanding the market . Marketing help to promote that product
in market. In CADBURY there is close relationship between R&D and marketing.
Marketing and human resource: In this human resource department link with its
marketing department. When marketing manger need sales person in organization they will
communicate with the HR. They will help them to finding sales person.
Analysis and evaluation of key elements of marketing function and relationship with
organization: unit:
key element of marketing function is given below
product is is core and basic part of the organisation which organization produce for its
customer. It is refer what an organization selling with including all of the feature advantage that
consumer can enjoy after buying product. When CADBURY promote the product they have to
think about the key features of product. For developing new product organisation use the term of
research and development.
Price play very important role in organisation . Price of a product decided by the cost of
product. CADBURY use effective pricing strategy which affect the customer in positive manner
. Organization should analysis and research about this that how much customer are prepared to
pay for product. In CADBURY for attracting and retaining customer provide them possible
discount and seasonal pricing .
In organisation there is promotional activities CADBURY use to make customer aware
about its product. This includes sales, advertisement and direct marketing . Organization should
set out place where where product and services are successfully sold and ensure that customer
can easily find out the product.
When organisation provide great customer services and create positive experience for
customer its create profitability in organization. Delivering product and services to the customer
in easy manner. good placing save time and money by increasing efficiency(Tyson, 2014).
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Other functional unit of CADBURY:
CADBURY believes that there business has significant unused potential. In this
organisation by exploiting the strengths of its innovative brand . They believe that they continue
grow its market share and achieve its vision of becoming the best confectionery company in the
world.
Marketing planning principle, analysis of market .CADBURY has analysed as
confectionery business and dealing with consumers . This organization contentiously conduct
market studies to determine the position of its brands , in current , new and future markets.
Developing action plan this one of the key philosophies that is '' making thing happen ''.
monitoring of progress in this every plan is monitor by its senior to track and check plan . In any
necessary changes are required than make it full fill.
Market segment, this include different segment of the customer having there different
needs and want this can be classified into different part: geographical segmentation in this it is
divided according to the age ,location ,region and cities. Demographic segmentation this is
classified on the basis of life style and income of family. Psycho graphic dividend on the basis
of person thinking. Behavioural segmentation divided on the basis of knowledge ,responce and
attitude(Zimmerman and Blythe, 2017).
Considering all this factor CADBURY has targeted different segments within the
market as break segment some product consumed in short term . Desire some are purchase on the
basis of customers desire.
CADBURY has introduced different product for different customer for every customer.
For reaching out the customer consumer communication play important role . For the marketing
of any product advertisement and promotion are the best way to communicate.
For encouraging the customer CADBURY use many strategies such as growing with
emergence market, growing with market to attract border range of consumer(Wilson, 2014).
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Activity 2
Marketing Mix
Marketing mix is a set of marketing tool that company uses for promoting its product and
brand in market. It consist of 7Ps which make a complete marketing mix.
 First P of these tactics are price which describe the value of products by calculating cost
of production, supply- demand, segmented target and other direct & indirect factors.
 Next is product which refers to the item ready for sale. These are the physical and
finished for of product which company manufactured for their customers (Bačík, Štefko
and Gburová, 2014).
 Place is the third P of marketing mix which refers to the location from the point of sale, it
plays an important role in increasing or decreasing the company's sale.
 After location, promotion is the next tactic which refers to the activities undertaken for
making the product exist for the customers. It can be done through advertising, word of
mouth, incentives, press reports etc.
 Some additional Ps are People who are running company from front line sales staff to
managing director, having right people is important for the company because they are the
part of business service.
 Process refers to the way in which delivery of a product takes place and good process
means that a standard quality is delivered and time & money has been saved.
 Last is physical evidence which refers to packaging, branding and interior design of an
product when customer interact with customer.
These mix have their own importance in organisation, they all get influence from each other
and help in making business plan for the company (Baker and Magnini, 2016)x. These mix are
important in developing new product, it guides in improving business, help in differentiating and
at last help in being dynamic. Cadbury is the second largest confectionery brand in the word, it is
following 4Ps as a tactic for their marketing strategy. Cadbury Marketing mix are-:
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Comparison Of Organisations Through Their Marketing Mix
BASIS CADBURY NESTLE
Overview Cadbury is a British
multinational company
working in confectionery
industry. It is the second
largest brand working all over
the world. Punch line of
Cadbury is “tastes like this
feels”
Nestle is one of the largest
food company in the world. It
established in 1866. and its
punch line is “good food, good
Life.
Product Cadbury has a large product
range. They are classified
according to the seasons, some
of their products are based on
occasions like Christmas and
valentines day. They not only
make chocolate products but
also engaged into beverages &
desserts. Cadbury has
segregated their products
demographically. Company
also ventured into ice-creams
and biscuits. Some of their
products are Bournvita, Dairy
milk , Bournville, Five star,
Creme egg, Oreo, Blackcurrant
Mini rolls etc (Baker and
Magnini, 2016).
On the other hand Nestle has
its most famous brand of
coffee known as Nescafe.
They have quite different
product range as compare to
Cadbury. Some of Nestle
products are Milk (Nestle
everyday ), Prepared dishes &
cooking ideas (Maggi noodles,
Pasta, Sauce etc), Chocolates
(Kitkat, Munch, Polo etc)
Price Pricing of Cadbury products Pricing mix of Nestle is based
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are based on their quality. And
they also price their products
according to the need of
segments. For example some
products like Bournville have
high price and items like
eclairs, perk & five star are not
very expensive. Other reasons
for the different pricing
depends on competition,
demand and packages.
Cadbury applied good strategy
of targeting different segments
by their diverse prices.
on the competition in the
market and from its packaging.
For example some products of
Nestle like Kitkat and Munch
have tough competition from
Cadbury's perk & five star, so
Nestle is offering competitive
pricing. They are also doing it
on the basis of consumptions
like different sizes of maggi
packets available in market at
different rates (Boschetti and
Massaron, 2015) .
Place Cadbury has its reach all over
the world, they made a huge
impact on global market by
making their product available
everywhere which has
increased its customer base.
Cadbury adopted such strategy
through which it has targeted
urban as well as rural areas. It
is the worldwide famous name
and is working in almost 200
countries (Baker and Saren,
2016).
Nestle is following FMCG
strategy of distribution . It also
keeps on introducing trade
discount and different tactics
to keep their channel
motivated. Two most in-
demand products of Nestle are
Nescafe and maggi which is
helping it to drive other
products in the market. This
company is facing challenge in
chocolate segment because of
the tough competition from
cadbudry and therefore selling
chocolate has become little
difficult for them.
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Promotion Cadbury is most famous and
renounced company all over
the world. It has large number
of ideas and methods to
promote itself. Company's
promotion strategy of
marketing mix are
advertisement through
newspaper,television,posters,o
nline, radio. Company has
made great efforts in making
their business number one.
They have their own
promotion &advertisement cell
who work hard in making their
advertisement successful.
On the other hand promotion
mix followed by Nestle is
tunes of their products, like
they have created a Nescafe
tune 2 decades back which is
very catchy and get stuck on
everyone's mind. Their other
strategy of promoting its
product are creating good and
apt punchline like they created
one for kitkat chocolate “take a
break” (Brady, 2014) .
People Cadbury have best team
members to work. They
always focused on hiring right
candidate for their company
because of which they has
reached to such a level where
every company wants to be.
On the other hand Nestle is
hiring people and then
providing them training which
is expensive and time
consuming also.
process Its manufacturing and
distribution is fantastic.
Through their advertisement,
they made it clear that
Cadbury is buying best coca
beans for making its chocolate
products. Distribution channel
On the other hand Nestle is
following other channel or
distributions also. Like starting
from manufacturing to bulk
buyers till consumers. It is the
short channel which is less
expensive and not time
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they are following is starting
from company to C&F agent
to distributors to retailers and
last is consumers. Because of
this channel their distribution
cost is high but their strong
presence in the market
manages it.
consuming (Campbell, Martin
and Fabos, 2018).
Physical Evidence Cadbury's packaging and
designing is getting better day
by day. They keep on
innovating out layers of their
chocolates. For example at the
time of festivals Company
launches some limited edition
packs of chocolate which have
attractive packagings which
influence customers to buy it
(Cavusgil and et. al., 2014)..
Nestle do not focus much on
their packaging and designing,
instead of that it try to
influence customers in
different ways.
Produce & Evaluate Basic Marketing Plan For Organisation
Cadbury is a very famous brand dealing in number of products, customers trust this brand
a lot and wgich make it easy for organisation to launch its tetra packed milk bottles named
DAIRYDRINK. Through this company can increase its customers base. For making it successful
company need to make a strategy like they create mission and a smart vision for their new sector
after that they need to analyse internal as well as external environment of their business.
VISION-:
Company's vision is to make a peaceful and equitable society which is free from any
discrimination and based on the principle of social justice for all.
MISSION-:
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Mission of Cadbury is to maintain quality. They promise that they keep on bringing
improvement in their products and build their reputation on quality.
SMART OBJECTIVE-:
 To capture 1% market of confectionery in 2 years.
 To attain more than 1 million customers of the Dairydrink in 1 year.
 To cover 20% continents within 2.5 years for sale of their products
SWOT Analysis of Cadbury-
SWOT analysis is a tool which help organisations in evaluating their internal competitive
position. It gives realistic and fact based information to the organisation. This tool has also
applied on Cadbury:
STRENGTH: It is world's largest company of chocolate because of which it has its strong
customer base. Cadbury is dealing in all over the world with their variety of products which is a
threat for their competitors. Another strong point of Company is that it is dealing in large range
of products and their customers liking it. In this situation if Cadbury launches it Dairydrink, there
is good chances that they get success in it (Gillespie and Riddle, 2015) .
WEAKNESS: Major weakness of Cadbury is that it keeps on relocating its production plant
because of which it is loosing its staff members. Relocation also causing hike in costs like fuel,
transportation, packaging etc. labour turnover is affecting organisation badly because it is
increasing their hiring and training & development costs.
OPPORTUNITY: Emerging market is a great opportunity for the company to rise its market
share in China & Russia. Launching new and different product like Dairydrink is also an
opportunity for the company to diversify itself and increase its customers.
THREAT: Cadbury is working as a confectionery industry and it is completely working on
sugar which is a threat for the organisation. Because if any regulatory plan attempt to tax high
sugar and high fat foods then it will increase cost of company which in return increases the
prices of products because of which their customers may shift to other brands where they get
products it lower price.
PEST Analysis of Cadbury-
It is a tool to analyse how external environment is affecting the company. There are four
factors affecting Cadbury are political, economical, social and technological.
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POLITICAL: these factors refer to how does the government of any country is affecting the
organisations. In case of Cadbury, when UK government changed from labour party to liberal
democrat it impacted their production process a lot, around 3000 workers were employed in
Cadbury's factory of UK. Instability of taxes is another political factor that affect organisation's
investments amd payments to shareholders (Cooper and et. al., 2014).
ECONOMICAL: Recession in global economic affected Cadbury's expansion plan by reducing
customers disposable income but it does not affected their sale, it remain steady. Other economic
factor that affected Cadbury was low value of pound in 2010 because of which Kraft takeover
the Cadbury at lower price.
SOCIAL: This factor has also affected Cadbury because of the changing consumer's demand,
Company has responded to these changing tastes and introduced chocolate bars like Wispa.
Other social factor that affected organisation is Growing health concern, company started
reducing size of bars and also decreased the level of sugar in their products (Hardin and Kaplow,
2019) .
TECHNOLOGICAL: This factor has a good impact on Cadbury, because of the technological
advancement they are able to address their increasing cost of everything. It even also help the
company in making a heat resistant chocolate which is good for hot weathers. They are using
social media to keep their connection with customers which is helping them to keep a
relationship between company & their customers. More advantage they have taken from
technology is by launching an app based gameplay for thei customers such as egg game 2011.
STP Analysis-
STP is an approach of marketing plan organisation to formulate marketing startegy which
include company, brand and product benefits.
 SEGMENTATION: It is a process in which market is divided into different sets of
customers according to their needs & demands. In context of Cadbury, they are planning
to launch Packed milk boxes named DAIRYDRINK which is demographically
segmenting it as a premium product for higher income group because the price of their
product is higher as well the quality will be excellent (Hair Jr and et. al., 2015). They are
segmenting all the age group of people because milk is a common product required at
every age .
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 TARGETING- It is a strategy in which companies break their big market into smaller
segments so that they can focus on particular group consumers. Targeting is based on
some unique characters of customers on which they are segmented. In case of Cadbury,
they are targeting to health concerned people through their tetra packed super protected
milk boxes. According to company's R&D they find out that people are getting health
conscious now days and they their demands are shifting to hygienic and quality products.
So analysing this company is targeting sensitive health conscious consumers by
producing milk boxes which is perfect to drink and does not harm human body in any
way, they even focused on safe packaging of products by creating a Tri layer packs for
milk.
 POSITIONING: It refers the position of the product in context to the similar products in
the market. In case of Dairydrink, company will try to position itself as the best healthy
milk provider all over the world. They need to create a positive image of their product in
the mind of customers so that when they need milk they only think about Dairydrink
(Kahn, 2014).
PROMOTIONAL STRATEGY-
It is a type of marketing method which help company in communicating persuading
targeted audience to buy their products. It is the element of marketing mix which include four Ps
i.e. product, price, place and promotion.
Promotional strategy
Promotional strategy that Cadbury is planning to use for Dairydrink is advertisment through
social medias and televisions. Major advantage for Dairydrink is that it a Cadbury product which
alredy has a large number of trusted customers, so it will be easy for them to promote their
product. Their major focus is on social media because it is a platform where everyone is
available and get easily influenced from it. Even people who doesn't have time for reading
newspapers or watching television check their mobile phones regularly. Next method that
company chooses for promoting their product is television add breaks. This is for those people
who are not much active on mobile phones but love to watch news on television etc they can also
get to know about it from their. Word of mouth is another strongest way of promoting
Dairydrink in which company can ask their retailers to suggest this product to their walkin
customers.
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Marketing Budget-
Total amount allocated to the budget is 2,00, 000
Particulars Amount
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
It is budget of organization in which company is planning to put 20000 on advertising on
TV, 50000 through social media platform, 10% on newspapers and 30% for sales promotion.
16

CONCLUSION
From the above report, it has been concluded that marketing is wide concept with its
increased terminology for organisation benefits and achieving defined targets and objectives.
Also, interrelationship between different departments has been empowered for co-ordination to
accomplish defined targets and goals for business benefits. Marketing plan has been resulted into
defining organisation vision and mission for ascertaining business goals and targets for longer
period of time. Strategic objectives can be set by analysing current performance of business
operation and knowing market share. Marketing mix has led an initiative for understanding what
constituent generally effects the business and its profitability for longer duration. Organisation
function has empowered huge level of interrelationship with increased to get their contribution to
accomplish the designated goals and pre-defined targets in given time duration of time.
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