Effective Marketing Strategies for Product Success

This assignment highlights the significance of effective marketing strategies for product success. It emphasizes the importance of marketing concept, which helps companies achieve their goals and objectives desirably. The report also discusses the roles and responsibilities of managers in introducing new products or services to the market. Additionally, it touches on the importance of proper relationships between different departments and how marketing plans and marketing mix can contribute to a company's growth and long-term success.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
1: Key roles and responsibilities of marketing function.........................................................1
2: Roles and responsibilities of marketing in the context of the marketing environment. ....3
3: Roles and responsibilities of marketing relating to wider organisational context.............3
4: Significance of having interrelation with different functional departments.......................4
5: Critically analyse and evaluate the key element of the marketing function.......................5
LO 2.................................................................................................................................................5
6: Marketing mix of Cadbury.................................................................................................5
7: Different tactics applied to demonstrate how business objectives can be achieved..........8
LO3..................................................................................................................................................8
8: Marketing plan...................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is referred to the activities which are carried out by an organisation in order to
buy and sell product & services. It incorporates aspects like selling, delivering, promoting and
advertising goods to people. Marketing involves the procedure through which a strong bond with
customers are formed and strategies are implemented to satisfy them (Akaka, Vargo. and Lusch,
2013). This report is based on Cadbury which is a Britain based multinational company founded
in Birmingham and headquartered in London, England. Company was founded in year 1824.
This report includes key responsibilities and role of marketing functions and its relation in
respect with organisational context. Beside this, a marketing mix is carried out to achieve
business objectives successfully. At last, an effective marketing plan is prepared so that firm can
formulate and implement its strategies in desired manner.
LO 1
1: Key roles and responsibilities of marketing function
Marketing function of an organisation have different responsibilities and role such as
managing revenue, enhancing market shares, contribution in profitability and growth etc. In
respect with Cadbury, roles and responsibilities of marketing function are mentioned beneath:
 Setting marketing strategies: It is the duty of marketing department to formulate
marketing strategy so that objectives and targets of a company can be achieved desirably.
Appropriate marketing strategies will benefits Cadbury to gain competitive advantages
over rival companies.
 Market research: It is the most important responsibility for marketing function within
an organisation. Research activities will benefits Cadbury in identifying several market
opportunities so that needs and desires of customers can be understand in a proper
manner.
 Communication and promotional material: Marketing unit in a firm plans and
develops different communication materials so that promotion of goods and services can
be carried out in an expected manner. This will enhances the brand image of company
that will assists in enhancing customer base and profit margins.
Concept of marketing
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Marketing concepts includes the strategies which are adopted by a company to cater the
needs and requirement of customers in a desired & satisfactory manner. They are formulated
with a clear and objective that incorporates aspects like effectiveness, social responsibilities and
costs efficiencies. In respect with Cadbury, five marketing concepts are mentioned below:
 Production concept: This concept is based on the idea that customers will prefer those
services & products which are affordable and available in abundance. It is considered as
the oldest marketing concept. This concept allow companies to focus narrowly on its
operation due to which real aim of Cadbury can lags behind if not considered properly.
 Product concept: According to this concept, buyers and individual will choose those
products only which offer high performance, quality and innovative characteristics. This
concept will allow Cadbury to focuses on continuous product improvements.
 Selling concept: This concept specifies that customers will not prefer to buy the goods
and products of a company until an effective promotional and selling strategy will be
formulated and implemented by the company (Clow and James, 2013).
 Marketing concept: This concept is different form other concepts and emphasize on the
fact that to achieve organisational objectives & goals, manager in Cadbury needs to
acknowledge the demands and needs of customers in an appropriate manner so that
competitive advantage against rival companies can be achieved.
 Social marketing concept: This marketing concept states that a firm needs to adopt
marketing strategies which should improves the well being of consumer and society in a
unified way. To implement this, Cadbury can go for sustainable marketing approach in
which present needs of customer will be satisfied and preparation for fulfilling future
needs will also be initiated (Albright, 2014).
Present trends in marketing
Marketing trends changes on a continuous basis according to the needs and demands of
customers. Along with this, preference of customers also posses a considerable impact on
marketing trends. Current marketing trends are enhanced social media marketing as customers
are preferably choose to look out for products via digital media. Chat bots and artificial
intelligence is also popular now a days due to their several advantages like complex work is
performed in a simplified way.
Future trends in marketing:
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Production and manufacturing of user- friendly content will be an effective way to grab
the attention of customers. Micro influencers can also help to enhance brand image of Cadbury.
Another future trend can be ephemeral marketing in which content lasts for 24 hours only due to
which interest of customers can be increased considerably.
overview of marketing processes:
Marketing processes are referred as a series of levels or steps which helps the manager of
a company to achieve desired goals and targets. It will also allow the Cadbury to acknowledge
what actually their targeted market and customers wants. These marketing process includes
different aspects such as mission, situational analysis, marketing mix, marketing planning,
implementation and controls. Following these steps will help the Cadbury in achieving business
success desirably (Sage.Durmaz, 2011). It will allow the company to acknowledge what is
beneficial for the company and what processes needs to be eliminated. Appropriately following
all these steps will leads to product formation that will receive wide appreciation and attention
from the customers which will improves the brand image of company within market.
2: Roles and responsibilities of marketing in the context of the marketing environment.
The roles and responsibilities of Cadbury in context of marketing environment are listed
below:
 Marketing information System
 Marketing Research
 Brand Equity
 Marketing Segments
This are some of the role and responsibilities of Cadbury which can be helpful to take
competitive advantage in the market.
3: Roles and responsibilities of marketing relating to wider organisational context
Marketing department posses a unique value within a company. This department
advertise and promote product within market which have a direct impact on sales of company.
Interrelation of marketing with different departments of Cadbury are mentioned below:
 HR and marketing department: Main responsibility of HR department is to hire,
recruit, train and orient employees properly so that work can be performed in an efficient
manner. Appropriate relation between both department will ensure that only those
employees will be hired which are needed by marketing department of Cadbury. Due to
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which, marketing department will be handled efficiently. If HR team will hire random
individuals then marketing team will not work properly.
 Marketing and production department: These both departments are interlinked with
each other in a direct way. Marketing team advertise and promote products, due to which
popularity of company increases and production department will get to know in what
amount they have to produce the products.
 Finance and marketing department: Finance department of a company manages all the
funds and budget related activities. To perform promotion and advertising, marketing
department needs capital which is given by finance department. If coordination between
both department will not be appropriate, mismanagement of funds will take place which
will impact revenues of Cadbury (Malhotra, Birks, and Wills, 2013).
Value and importance of marketing role
Marketing assists an organisation in transferring, exchanging and moving goods through
different intermediaries such as retailers and wholesalers. Marketing of goods and services
enhance their popularity within market due to which revenues and sales of firm enhances
considerably. Appropriate marketing strategies allows Cadbury to acknowledge the needs and
demands of customers in a proper way due to which satisfying them became an easy work. This
allows the company to sustain a strong presence within market place.
4: Significance of having interrelation with different functional departments
It is vital to possess effective interrelationship between different units of Cadbury so that
achieving organizational aims and goals will become easier. Strong interrelation helps the
organization in building trust, proper communications and offering desired customer service.
Communication and interaction plays an important role in efficient organizational working.
Good relation among departments will increase coordination and interaction that will helps the
concerned department manager to work in an organized manner. Due to this working potential of
employees and overall productivity of firm will improves. This will allow the managers in
company to perform work in a systematic and organized manner.
5: Critically analyse and evaluate the key element of the marketing function
There are various functions of marketing which includes marketing research, product
plan, promotion, sales etc. this all are essential element to enhance the performance of Cadbury
but single wrong decision can effect the promotion and daily sale of the company . So, it is
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mandatory for Cadbury that how they execute their marketing function to achieve goals. For
conducting market research, marketing department of company is required to work coordinately
with R&D department to achieve better outcomes otherwise company will bot be able to
acknowledge the choices of customers. For sales purpose, marketing department is required to
interact with sales and production department so that required quantity of products can be
produced. If these two departments will not interact, sales of company will reduce in a
considerable manner.
LO 2
6: Marketing mix of Cadbury
Marketing mix is defined as a combination of factors which can be managed by a firm to
influence customers so that the sales and revenues of company will expand. In respect with
Cadbury, marketing mix is mentioned below:
Basis Cadbury Nestle
Product Cadbury is operating at global level and
offers large number of products
according to season and sales in each
country. Other than chocolates, Cadbury
offers desserts and beverages. Main
products of company are Bournville,
Dairy milk and its varieties, caramel, five
star, perk, Oreo, black current mini rolls,
cake bars etc.
Nestle deal in many products which is
of different types such as dairy product,
chocolates, beverages and ready to cook
food. Maggie and Nescafe are the two
most famous products in the market
which are high in demand and creates a
brand image amongst the consumers.
Research and development for the new
products focuses for future
improvement or new innovations in the
company.
Price Products are priced according to their
quality. Some products are high priced
such as Bournville where as other
products are reasonable rated so that
every section of society can buy them.
Prices of the product totally depend on
the quality of it and nestle never lower
down its quality so the company's prices
dependent on the competitor, quality
and geographically. One of the most
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For this, company has adopted economic
pricing strategy. To target high class,
company has adopted premium pricing
strategy (Clow and James, 2013).
vital strategy follows by Nestle is the
competitive pricing strategy. Giving
discounts on purchasing in bulk is also
the best unique strategy uses by the
Nestle as it increase its profit margin
and help in selling more quantity at
once.
Place Products of Cadbury are available
globally. This has been possible due to its
effective distribution channels. Items
offered by Cadbury are easily available in
rural and urban stores due to which
customer have easy access to the
products. At present company is
successfully operating in 200 countries
and have thousands of stores.
Nestle focuses on the globe as to
increase its market and the best income
generate from the European countries
as it covers the 90% sales. Walmart,
supermarkets, bigbazar, etc, these places
with unique goodwill in the market also
plays a vital role in distributing their
product in the market.
Promotion There are different ways by which
company promotes itself and its products.
Company promote its products with the
help of posters, radio, television, TV and
newspapers. Other than that company
have some tag-lines which helps them to
enhance their brand image.
Nestle works on feedback and line
marketing strategy which directly linked
to its customers, such as 2mins Maggie,
Nestle tunes. Nestle also focuses on
different media such as TV ADDS,
Hoardings, online printing adds and
many more to promote its product and
creates an image in the market. These
promotional strategies help in building
goodwill in the market.
People People plays an essential role in
establishing and popularising a brand.
Company targets children and young
people as their main customers as people
Retention of the employees plays a vital
role in every company and Nestle has
the best strategy to retain its employees
in the company by giving them
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of this age group preferably like
chocolate rather than adults. Company
have thousands of store where around 1.3
million employees are working. As
employees are satisfied with company, all
the operations take place desirably.
continuous appraisals and by adopting
Performance management appraisal
which works continuously to focus on
the improvement of their employees
work.
Process Company keeps record for all the
methods and offered those services which
are beneficial for customers. Cadbury has
focused on delivering products and
services to customers at right place.
Attractive packings helps the company to
gain attention of the customers due to
which company manages to sustain a
firm position within marketplace (Desai,
2013).
Educating their customers about the
product is more important as it creates
a good brand image in the market.
Nestle works on unique channels when
it talks of process or educating its
customers, FMCG channel of
distribution plays a vital role in the
company and involves as many as
customers by selling the product
directly through the retailers. These are
kind of warehouse in which products
are kept and move towards the retailers
for the consumers.
Physical
evidence
All the stores and outlets of Cadbury are
the physical evidences of the company.
Other physical evidences can be the
advertisements, pamphlets and brochures.
Official and online websites of company
which posses complete information
regarding products and services are also
physical evidence for Cadbury.
These days branding and moving
forward by the unique style of
packaging working good in the market.
Nestle focuses on its branding style by
putting their logo and handling coffee
corners of Nescafe in vending machine
is one of the best way of Physical
evidence seeing in the country.
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7: Different tactics applied to demonstrate how business objectives can be achieved.
The organisation like Cadbury uses the 7P's of marketing mix to achieve organisational
goal. Some of the additional tactics which are used by Cadbury are listed below:
 the segment process is constructed
 the creation of market segment takes place.
 The attractiveness of the segments is evaluated.
LO3
8: Marketing plan
Marketing plan is a document which outlines marketing and advertising efforts of a firm
for the upcoming year. It specifies those business activities which allow the company to attain
marketing objectives within expected time period. An efficient marketing plan includes present
marketing position of company and a brief discussion regarding targeted market (Papasolomou
and Melanthiou, 2012). If marketing plan of Cadbury will not be appropriate then it will became
impossible for company to attain its organisational goals and objectives.
Overview of the company:
Cadbury is a UK based confectionery which is wholly under Mondelez international.
Formerly company was called as Cadbury Schweppes. Company is headquartered in London and
operates in around 200 nation. Most popular products of company are dairy milk chocolate,
Roses selection box and crème eggs. Firm was formed in 1824 at Birmingham and at present is
considered as fourth largest supplier of sugar and chocolate within world. Manufacturing plants
of company are established in 25 nations at present (Boschetti and Massaron, 2015). As a leading
producer of chocolate and beverage in market, company is going to introduce Cadbury Aloevera
flavoured chocolate. This will help the company to attain desired sales and revenues properly.
Vision: Company has envisioned to create a brand that will be loved and accepted by
people throughout globe.
Mission: Mission statement of company is that Cadbury means quality. Company
commits to provide best to its customers and continually improve their offerings as per the
preferences of costumers.
Marketing objective:
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 To introduce new flavours in chocolate and beverages so that market revenues of
company can be enhanced by 17% in upcoming 1 year.
 To enhance profitability of company by 15% in next 6 months.
STP: It stands for segmentation, targeting and positioning. It is a strategic approach which is an
important aspect in modern marketing. This model offers merit to company in formulating a
communication plan which allow the company to interact with different sections of audience.
Segmentation: It is a marketing concept in which entire market is divided into small
sections which includes consumers having same preference, taste and demands. Segmented
market is a small unit which is completely different from other unit. People having same taste
response similarly towards the market change (Mihart, 2012).
Types of market segmentation in respect with Cadbury:
 Psycho-graphic segmentation: Here market is segmented according to lifestyle of
people. People in UK prefer new and innovative products due to which it can be
beneficial for Cadbury to divide market according to this segments as people will happily
accept new Aloevera flavoured chocolate.
 Behaviourist segmentation: It is related to the behaviour of customers towards a
particular brand or product. Products of Cadbury are reasonable in price and world wide
popular. So new Aloevera flavoured chocolate will get wide acceptance.
 Geographic segmentation: Here market is bifurcated according to the region and
geographical locations. Different places require different market strategies. People
around globe love to eat chocolates due to which new product of Cadbury will gain wide
acceptance.
 Demographic segmentation: In this kind of segmentation, market is divided according
to the income and age of people. People from every age prefer chocolates due to which
there are high chance product will gain wide popularity.
Company is going to segment market on the basis of psycho-graphic segmentaion.
Targeting: Company is going to segment market on the basis of Psycho-graphic
segmentation. In this segment, market is divided according to the value, attitudes, interest,
lifestyle and traits of people. This segment will helps the company in popularising their products
in a better way as the features of product will accurately matches with the needs and wants of
customers. Due to modern lifestyle of people in UK, they prefer new and innovative products.
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This will benefit the company in popularising their products in a better way (Baker and Magnini,
2016).
Positioning: It is very important for a company to proper position its brand and products
within market so that effective outcomes can be attained. This will help the company to fit new
product in the mind of people which will help company in enhancing their sales and profits. To
properly position product within marketplace, company need to properly target customer and
market. Also, understanding the level of rivalry within market will help Cadbury in popularising
their Aloevera flavoured chocolate. At last, company can Map consumer purchasing criteria
against competitive positioning so that product can gain wide acceptance within market. The
company is providing consumers with 3D experience of brand in which people enjoy a premium
offer.
SWOT analysis of Cadbury:
Strength Weakness
 Cadbury has managed to attain around
10% of global market shares and posses
high financial strength.
 Backing of Kraft food which is a strong
parent brand.
 Due to strong R&D team, innovative
new products and items are introduced
in market.
 In few cases, worms and cockroaches
have found in products due to which
brand reputation of company had
reduced considerably.
 Company is limited to beverage and
confectionery market due to which
limited sales and profits have been
achieved.
Opportunities Threats
 Company can expand its presence in
emerging countries such as Russia,
China etc. where due to growing
population, high market shares can be
attained.
 Introducing discount and offers can
considerably help company to enhance
 People are changing their preference to
healthy substituents and starts avoiding
sweet and sugary products.
 Rival companies such as Nestle is
giving very tough competition to
company.
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their sales.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 5000 7000 12000 7000
Investment 11000 8000 7000 8000 8000
Total 18000 13000 14000 20000 15000
Marketing outlay
Promotion 7000 8000 9000 5000 6000
Sales publicity 8000 4000 10000 13000 8000
Direct selling 10000 8000 14000 10000 6000
Total 25000 20000 34000 28000 20000
Monitoring and control:
It is the responsibility of human resource manager in Cadbury to appropriately identify
effective strategies which will help the company to improve sales and reputation of brand within
market. It is the duty of Manager to check and monitors the requirements and behavior of
customers regarding products. This will allow the firm to perform appropriately and new
introduced products that will gain wide market acceptance (Proctor, 2014).
CONCLUSION
From above mentioned report, it can be concluded that to introduce a new product or
service in market, an effective marketing is required. Marketing concept help company in
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achieving its goals and objectives desirably. Responsibilities and roles of manager helps an
organisation to perform work in an organised way. Proper relation between different department
helps the company to work in a unified way. Marketing plan and marketing mix helps firm to
achieve growth and long term success in market.
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Functions and Responsibilities of Marketing Manager. 2016. [Online]. Available
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manager/>.
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