Marketing and Digital Marketing Analysis

This assignment requires an in-depth analysis of various marketing strategies, including digital marketing, social media, and e-commerce. It covers topics such as the impact of integrated marketing communication on consumer behavior, the role of fairness in a socially oriented marketing landscape, and the use of social media in public relations. The assignment also touches on event management, entrepreneurial marketing in small businesses, and the essentials of educational psychology. A 9-step process to building a marketing plan is discussed, along with the elements of the marketing mix. This analysis aims to provide a comprehensive understanding of marketing and digital marketing principles.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing of Cadbury..................................................1
P2 Impact of roles and responsibilities of marketing related to its performance.......................2
M1 Roles and responsibilities of marketing in the context of the marketing environment........4
M2 Significance of interrelationships between marketing and other functional units...............5
D1 Key elements of marketing function and their relation with other functional units.............5
TASK 2............................................................................................................................................6
P3 Marketing mix as per the marketing plans of Cadbury and McDonald's.............................6
M3 Tactics applied by Cadbury to achieve their business goals................................................8
D2 Strategic marketing plan that tactically applies the use of the 7Ps......................................9
TASK 3............................................................................................................................................9
P4 Basic marketing plan for Cadbury.........................................................................................9
M4 Evidence-based marketing plan for Cadbury.....................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important function which plays vital roles in the promotion and
development of a business organisation. It helps in deciding their path by which they could
achieve their organisational mission. It represents a company by being its face in coordination
and production of all aspects that is needed for proper representation. Marketing department of a
firm holds the responsibility of approaching their customers, investors, prospects and other
stakeholders as for creating a major image that would help in representing company in a positive
manner. In short marketing helps a company to build their brand in a market. Cadbury is an UK
based multinational company dealing in confectioneries. The parent firm of the enterprise is
Mondelez International. This project will be dealing with role and responsibilities of marketing
along with its interrelation with other units of function within the organisation. This project will
also be including a comparative analysis of usage of marketing mix elements in the company and
McDonald's as for achievement of their overall business objectives. Positive and negative
influences on the macro environment of a business is also demonstrated within this report.
TASK 1
P1 Key roles and responsibilities of the marketing of Cadbury
There are certain major duties that are to be fulfilled by the marketing department created
in Cadbury, for which they are particularly organised for (Papasolomou and Melanthiou, 2012).
They have to function effectively in creating strategies, conducting market researches,
development of products, communication with stakeholders, sales support and organising
promotional events. They are also essential for a firm for the following reasons and functions:
 Brand Management: This function of marketing department helps in portraying and
defining the company. It also exhibits their mission for which they stand in the market for
and for which they are serving consumers in that particular section. This will help in
getting the customers and other partners get indulged with Cadbury in market (Raj,
Walters and Rashid, 2012).
 Campaign Conductions and Management: An ideal marketing section of a company
would perform identification of manufactured confectionery products and to focus on the
overall course of sales cycle that is being running along whole annum. And then
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according to that, they need to produce sufficient materials and also need to communicate
it to the market.
 Production of materials to support promotion and marketing: Marketing
departments are also expected to create materials with proper description and and
promotion of major products manufactured by Cadbury, and keep consumers in the target
market up to date as those confectioneries evolve and get better (Thackeray, Neiger and
Keller, 2012).
 Content management and SEO: Nowadays, websites are more preferred by
stakeholders to know about the company and its products. Thus, marketing department
of Cadbury also holds responsibility of keeping updated information on official websites.
Search Engine Optimisation is another aspect of modern marketing management which
helps in ensuring that the company's website comes up on top when someone searches for
it on search engines on the internet.
 Social Media Management: Monitoring, maintaining and managing pages and accounts
on social media are also given importance within the functions of Cadbury's marketing
team. The contents are comes up online on social media about the company and its
products are also to be kept under surveillance as for the brand reputation of the entity.
 Media Liaison: Someone has to act as a media representative when media approaches
the company. A member of the marketing department often acts as a spokesperson on
behalf of the company, and also provides guidance to the employees on how to respond
to queries raised by media.
 Conducting Market Research: The definition of markets to be targeted and realising
opportunities in economy is mainly occurred after conducting market researches. Market
research also helps in understanding the properties of products that are to be perceived as
per the customers.
P2 Impact of roles and responsibilities of marketing related to its performance
Marketing is even understood as a strategic discipline that can underpin most of those
activities performed within the business and is considered to be one of the most essential
ingredients of corporate strategies as per the communications involved in the corporate plans.
The product has to be planned as for meeting all the needs of the customers and that is what
given more importance by any organisation (William, 2012). Even though there is a separate
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department specialised for the marketing functions, the thoughts of marketing are always a
common part in every organisational departments. Development of a marketing plan which is
effective usually involves every functional areas of a business. The marketing plans are
necessary to be communicated to other functional departments of the organisation as they have to
coordinate and work according to those plans all together making essential effectiveness
(Ormrod, 2014).
 Operations or production
Marketing department of an organisation needs to work in coordination with the
department of production for ensuring that:
◦ Sufficient researches and plans for development are to be performed for producing
products that would ultimately meet the needs and satisfy the customers in future
◦ The manufacturing of items with top quality and designs as per the specifications of
customers are necessary to successfully sell off those products
◦ Generation of order volumes are done by marketing team and they can met within the
given period of time as per the requirement for their delivery
There are possibilities where the department of marketing is seem setting deadlines as to
stretch the production department's capabilities of manufacturing products. The marketing
people needs the products to be manufactured soon as to start the marketing functions faster to
ensure advantages of competition. The production department, thereby, may also need to test the
quality and develop products accordingly as to meet the health and safety requirements of
consumers.
 Finance Department
The following are the needs that would explain why marketing department has to
communicate and work closely with the department of finance under same organisation:
◦ There is an amount that is to be included in the organisation's budget for needs of
marketing such as research, distribution and promotion of products
Finance department has to care the complete structure of organisation in order to ensure
whether the business is being operated under financial capabilities of the company. They want all
their departments to work under the budgets that they are allotted within the beginning of
financial year (Nguyen and Simkin, 2012). The department of marketing in an organisation
majorly focuses on increasing market share and sales volume, whereas the finance department
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will be concentrating on cash flow, cost coverage and investments that are to be paid back in a
quick period of time. Human Resource Management
Marketing team has to be in regular touch with the HRM department in order to make
sure that proper skills and levels of staffing are adapted in place for:
◦ Researching and developing products with innovation and creativity
◦ Meeting targets related to production
◦ Creating a skilful and talented team for sales
The recruitment and training demands will be there for the Human Resources
Management team from overall organisation and they have to balance with the ones of marketing
along with other functional departments within the company (Mihart, 2012).
M1 Roles and responsibilities of marketing in the context of the marketing environment
It is always the senior member in marketing department accepts responsibility to set
strategies of marketing according to the overall strategy of the company and also considers the
objectives of the organisation. May be the strategy is to increase market share in a particular
sector, to enter a new sector of market or may be about opening a new distributional channel as
of internet in order to cover wider marker as in wider area geographically.
Conducting market research is another major duty of marketing department. It helps the
company in identifying opportunities which are open in the market and also support in gaining
better understanding of needs of the customers. Market research also helps in realising the
strengths and weaknesses of the competitors in market so that thy can create strategies that
would support in the protection of their business by gaining more customers from the weak
competitors (Malhotra, Birks and Wills, 2013).
Sales and marketing departments are considered to be cooperative teams which supports
in enhancing the performance of sales which would lead to speed up the growth of business. The
sales team could be possibly given leads of high quality by the marketing section regarding the
advertisements those are run to include a mechanism of reply from customers, for example,
coupon system or telephone system,etc.
Events are also one of the responsibilities that are to be taken care of by the marketing
department. Promotional events like exhibitions, conferences and seminars are a part of the
duties handled by marketing team of an organisation.
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Marketing play important role for company it's the first way through which company
communicate to their customer it helps in creating awareness among customer regarding their
product it also helps in creating the correct image and brand name of firm. Its necessary to use
this strategy in right way because sometime it has adverse effect on the working and brand image
of firm. If the message send by firm through this process doesn't reach audience or hurt the
culture of some society than it will have adverse effect on the brand image of firm so its
necessary to see the impact of its activities on marketing environment.
M2 Significance of interrelationships between marketing and other functional units
All the functional units in an organisation is interrelated with some or other common
factors which involves their part either in finance, management, production, operations, research
& development, or sales. Financial information are a part of marketing plans as they involve
pricing of new and existing products. Marketing is a subject to the managements decision
making process regarding investment and pricing. Sales forecasts under various marketing
strategies are also given by the marketing team to the company (Lipsman and et. al., 2012).
Marketing helps in deciding the units to be produced of the products or services and their
properties as they have conducted the market research and they know what the customers are
interested in. Particular responses are also stimulated by marketing strategies as to influence the
demand of goods or services in terms of timing.
Research and development team can also be assisted by the marketing department with
the ideas of creativity and innovation to create more effective products for the customers in
target market. Market researches are also subject to provision of inputs that would support in
understanding that kind of products and services that are expected to be most marketable and the
kind of properties they must possess for the customers to get satisfied.
D1 Key elements of marketing function and their relation with other functional units
Marketing team of an organisation considers to keep certain elements in mind as they
make a marketing plan after performing their functions of market research and data are collected.
The collected data is the support material on which they could depend to create evidence based
marketing strategies and plans. They have to take these major elements seriously in order to
create an effective marketing plan:
1. Segmentation: This is an important stage where Cadbury could recognise that which
segment of the market is interested or say more interested in the company and their
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products (Lamb, Hair and McDaniel, 2011). The target market are to be set after the
realisation of the interested segments and they are usually realised along with the results
of market researches conducted by the marketing team. The sales team also gave to be
aware that which segment they have to focus on so that they could find more of the
interested customers. If segmentation of selecting a target groups are not done properly
through a proper analyse than it affects the sales of firm. If the target is wrong than it will
difficult to attract the customer no matter what strategy firm uses.
2. Setting of Marketing Goals: The goals Cadbury wish to achieve with the marketing
plan have to be a decisive determination. They have to clearly focus on what they have to
achieve through a marketing plan. For example, the company wants to increase their
market share by a certain percentage or they have to capture a new market segment. The
marketing team hereby wants to coordinate with the production team so that there must
be no lack of units in market (Jones and Rowley, 2011). It necessary to set objective
before the implementation of any plan. In case a company does not have fix aim they will
be lost without the destination and will also lose their focus from the main purpose.
3. Tactical Plans and budget: Budget and other such cost based features are to be set after
the decisions are made regarding the marketing goals and measures of the organisation.
The tactics will track the path towards the success of the marketing plan. Marketing
budgets are also a subject to the decision making activities of finance department of the
organisation. Without tactical plan and budget moving forward is not possible budget
help firm in working within the financial limit and tactics aid in targeting the market.
TASK 2
P3 Marketing mix as per the marketing plans of Cadbury and McDonald's
Elements of
Marketing Mix
Cadbury McDonald's
Product Cadbury deals in production and sales
of confectioneries and they are the
world's second best in their industry.
Their products include chocolate bars
made out of pure dark chocolate and
similar in design worldwide. Their
McDonald's has a huge variety of
items in their menu which gives their
customers wide options. They conduct
market research to know the interests
of customers towards products and
their types, so that they could make
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products are considered to contain
more milk than any other brands of
chocolate. They do not use any drug
while or after producing their products.
products which could meet their
needs. Their products are edible, like
burgers, fries, nachos, etc.
Price Cadbury provides their products to the
customer in market at very affordable
prices from 0.061 GBP to over 7 GBP.
Prices of chocolates vary according to
the variants and ingredients used in its
production. Even the size of the
chocolate bar can be a matter to make
decisions regarding the price of the
chocolates.
McDonald's considers customers'
perception of value as a major price
determinant. The product has to be
satisfying psychologically and it has
to presentable physically, and
customers draw a mental image the
product's worth.
Place Cadbury distributes their production
and manufacturing units nationally.
They locate themselves in every nation
where they operates and manufactures
their products there itself locally.
Cadbury products are available in
every city of United Kingdom. They
are placed in almost all kinds of shops
so that they are easily available to the
customers.
McDonald's has a huge range of
outlets of restaurants within a city. In
such a way they possess thousands of
restaurant outlets within a country,
where they can make the products
available to customers directly.
Promotion Cadbury knows the importance
promotion as for the sales of their
products. They actively advertise their
products on Television, posters, radio
and even promote their products by
organising events in every major
countries where they have sufficient
market shares.
Marketing communications are taken
seriously by McDonald's and they
consider Television and radio
advertisements along with poster sites
and magazines to promote sales of
their products in market.
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People Cadbury targets to sell their products to
every segment of the society,
indiscriminating any of their
consumers financially, religiously or
racially. Their campaigns visualise that
they are for everyone who are happy
and who needs to be happy.
McDonald's have products for all age
groups such as Happy Meals for Kids
and variants of vegetarian and non-
vegetarian snack meals for adults are
also available. They majorly target the
upper middle class and high class
sections of the society.
Process The process of Cadbury products made
available to the customers involve
certain levels of distribution. The
products are initially distributed by the
distributors who are also wholesalers
and then they are purchased by
retailers, from where the customers can
buy them.
McDonald's directly provides their
products to customers without any
involvement of any mediators such as
distributors or retailers. They avail
their products at their restaurant
outlets where their qualified chefs
prepare them for the customers.
Physical Evidence The proof of physical evidence in case
of Cadbury are the products
manufactured by them. Th customers
could access it physically and their
consumption is edible.
As in case of Cadbury, McDonald's
avails the physical evidence with the
availability of edible products to
customers which can physically be
used.
M3 Tactics applied by Cadbury to achieve their business goals
In business, tactics are those action plans implemented for a short term as for contributing
towards delivering the long term strategies. Tactics can be considered to be the major actions that
could is performed within the organisation to achieve its ultimate goal. And to achieve those
objectives, the top level managers at the company decided to breakdown down those objectives
into vision and mission of the company. A vision can be said as a big picture idea of what
Cadbury wants to achieve and what they wish to achieve in the future as an organisation. The
vision of a company must be an inspiration for the employees working within the firm. It must
create an excitement in the staff to work for and must motivate them to put their time and energy
to achieve that particular vision in future. Cadbury's vision is to see the society happy,
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celebrating their lives and their confectioneries must be a part of those celebrations
(Gummesson, 2011).
Mission is all about those acts that an organisation does to achieve their vision. It can be
taken as an action statement for the achievement of the company's vision. This is not necessarily
needed to inspire employees or anyone in the firm, but it must give a clear idea on what to be
focused on by Cadbury and what are not under clear focus. Objectives are the time sensitive
statements that is set for the achievement of goals of the organisation and for definition of the
terms those are measurable. Goals can be considered as milepost statements which is needed
towards achieving the vision of company. They are necessary for the description of how much
efforts they have to take towards achieving them (Getz, 2012).
Strategies are long term implementation plans for achieving those goals and objectives of
the organisation. They can also give a clear definition of how Cadbury can achieve their mission
and stay updated with their tasks. Tactics are those grass root level action plans giving a
definition of the daily activities those are ensured to be in line and are contributing towards
achieving a particular strategy of the company.
D2 Strategic marketing plan that tactically applies the use of the 7Ps
A strategic marketing plan based on evidences the marketing team received after
collecting data via market research involves the 7Ps of marketing mix. The 7Ps include product,
price, place, promotion, people, process and physical environment which acts essentially for the
marketing plan the marketing team is preparing (Garrigos-Simon, Lapiedra Alcamí and Barberá
Ribera, 2012). As we said in one of the answers above, Cadbury introduced Cadbury
Celebrations for special occasions and celebrations. The product has to be be special and thus
needed to look and feel special in order to attract customers. The product was specially packed as
per the occasion and its traditional values. Furthermore, this strategies help firm in achieving
maximum profits. Without this strategy company losses its focus and also has prblem in
determining the are where it can invest. It also helps in grabbing great opportunity, withouth this
tactic it will lose all its opportunity and chance of market share.
The price of products in the Cadbury Celebrations range is affordable and gives valuable
cost, thus the customers feel it is perfect for gifts and celebrations. The locations where the
range of products are sold are also seem to be decorated according to that particular festival and
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the customer feels comfortable to cove over, purchase and celebrate. The people who are
celebrating special events and festivals are the target of these products.
TASK 3
P4 Basic marketing plan for Cadbury
A marketing plan is something that enables a company to realise the knowledge of their
business. It helps in knowing their market, understanding the strengths and weakness they
possess, to find opportunities and threats within those internal strengths and weaknesses of that
particular organisation. Realising the aspects that are mentioned in above statement are necessary
for effective planning to meet organisational goals of the company (Fader, 2012). A market plan
will only prove to be a subject to success only if they are related to the organisation's employees
and if they are supporting that particular plan. When the company as whole accepts and adapts
that plan, the company along with its employees can take advantage of its benefits.
Marketing strategies mainly has a goal to identify a target market and development of a
marketing mix is necessary to make an appeal on potential customers. The marketing mix
decisions are majorly dependent on factors such as product, price, promotion and place. The
objective is not just to emerge with a particular strategy for marketing, but rather they focuses on
provision of value products and services to the key market segments. Tools of market
segmentation helps in analysing market segments according to their sizes and development of
customer profiles are done on the basis of demography, psychography and environmental
criterion.
SWOT analysis are mostly used by the marketers as for the internal analysis of an
organisation which would be followed by identification of opportunities that would help them to
endure their possibilities of growth and development. This tool helps in recognising each of their
strengths, weaknesses, opportunities and threats, specially focusing on every departmental
aspects within the organisation. PESTLE analysis is the tool which could possibly help an
organisation realise the factors affecting the business environment from the outside of the
company. PESTLE analysis will help in analysing the external environment by assessing
political, economical, social, technological, legal and environmental factors in the environment
which the company exists (Dibb and Simkin, 2013).
Internal analysis.
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SWOT will help firm in identifying its strength, weaknesses, opportunities and threat. By
recognising this it can make plan which increase their potential of success by grabbing right
opportunity at right moment, eliminating all threats and reducing weaknesses while strengthener
their major strengths.
Strength
Brand image
topmost chocolates provider
positive attitude of customer
range of products
Strong marketing and distribution channel.
Weaknesses
Lack of penetration in rural market
Health awreness
Threat
No brand loyalty
high competition
New brand entering
Opportunities
Seasonal sale
Globalisation
sugar free maintain
External analysis
Political: The political factors are playing major role in current time there were many liabilities
were implemented in the policy of India so that foreign company can invest here this make trade
easier for foreign countries.
Economic: The country is one of the fastest growing economy. The stable economy and high
purchasing power of people will be in favour of firm.
Social: Country have many cultures that a firm must follow in order to gain popularity choosing
their festivals and celebration is the best way to enter this market.
Technology: Technology play major role in smoother working remaining up to date to all
technology will be in the favour of firm.
There are certain types of market opportunities that can be utilized by any organisation to
develop a marketing plan for their product: Market penetration, Product development, Market
development and diversification.
1. Market Penetration: Here, the company could attempt to increase their sales of the
products that they are currently producing for the present markets. Marketing can be
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made more aggressive, services are to be increased for improving rates to renew or even
the customers can be attracted directly towards products as for penetrating the markets.
2. Product Development: This refers to offer the present markets some new products or
may be a range of improved products. By conducting market research and being close to
the customers, Cadbury might find some brand new and creative ideas of bringing up
better ways to satisfy the target market.
3. Market Development: This is where a company make efforts to grow their sales by
making sales of current products in new markets. The firms expect to create a new target
market within a new geographic area or may look towards expanding their markets
internationally.
4. Diversification: This means the company is introducing themselves into a new sector
and they are opening new lines of business. Certain organisations are seem to be
diverting their mix of products for mitigation of risks in relation with variations in
economy, for example, recession (Campbell and Martin, 2015).
M4 Evidence-based marketing plan for Cadbury
Cadbury, even though its the second leading confectioner brand in the world, has the
need to market their products for gaining exposure at maximum level, give a serious competition
in market and to earn more profits than they do in the present. Evidence based marketing is that
form of marketing where the firm could use statistics, market trends, research, customer
interviews and industry practices to know whether their product acted as a proof as per the
company's statement. Quality information and planning are also needed to be combined with
statistics and interviews to create an effective evidence-based marketing plan. To make efficient
plan firm requires to analyse the marketing situation so that it can come up with better tactics.
The company could conduct market research and study the trends in market to realise
from collected data that their products are purchased in bulk while in time of festivals and other
days of celebrations, such as birthdays and anniversaries. After the data were studied and
discussions were made in the marketing department, the marketing team decided to make a
marketing plan based on those evidences. They started marketing products in the name of
Cadbury 'Celebrations' during the months of festivals and in minor quantity in other days. They
were promoted at every media platforms in form of advertisements and events at public places to
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gain public attention. The products were specially packaged in beautiful colours and materials
rather than usual packs and were to be used as gifts during celebrations of festivals and other
special days. Thus, the evidence based marketing plan made by Cadbury's marketing team were
successful and were seemed to increase their sales by certain percentage.
Objectives
After proper analysis Cadbury require coming up with objectives. The main objective of
Cadbury is to enter the market of India. Increase its overall sales and customer base. Next step is
include tactics and action like marketing plans choosing of promoting channel such as social
media. Deciding of budgets, implementation and proper assessing and monitoring come after
this. In this company analyse whether their plan was successful or not or how many of aim
company was able to achieve.
CONCLUSION
The report has dealt with the role of marketing, their duties and responsibilities, and their
interrelation with other functional units in Cadbury UK. The project has also focused on the
comparison of different ways in which Cadbury and McDonald's apply their marketing mix and
their elements into their process of marketing planning as for the achievement of objectives of
the business. Some basic marketing plans are produced and evaluated to demonstrate various
influences on the business operations within certain tasks of this report. The importance of
product, price, place, promotion, people, process and physical evidence or environment in the
creation of marketing plans and their relation to other units of function within the organisation
are also included as a major part of this project .
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