Marketing Essentials Assignment

This essay examines the marketing functions and responsibilities of Cadbury, a confectionery company, and compares its marketing mix to that of Nestle. It also includes a detailed marketing plan for Cadbury, outlining its objectives, strategies, and budget.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing functions for the Cadbury......................1
P2 Role and responsibilities of marketing relate to the wider organization context..............3
TASK 2............................................................................................................................................4
P3 Way of comparison in which organisation use elements of the marketing mix of 7PS to
achieve overall business objectives........................................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan..................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals........................................................................................................................10

INTRODUCTION
Marketing refers to the set of activities and some steps for creating, delivering and
exchanging offers or communicating that is very important for customers, clients, employees and
society to achieve a specific goals and objectives in a effective manner. It also involves in
research of marketing, advertising and so many things which are profitable for companies. This
report is based on Cadbury, which was founded in 1824 in England by John Cadbury. It is a type
of subsidiary and deals in a confectionery items globally, their headquarters in Uxbridge,
London. This study includes in various information about roles and responsibilities of marketing
department and their functions which supports the organisation (Baker and Saren, 2016).
Moreover, it identifies the marketing departments of various areas in the Cadbury. This report
also differentiate marketing process and 7ps of marketing essentials with the competitive brand
like Nestle. Lastly, creates a future plan for an organisation.
TASK 1
P1 Key roles and responsibilities of the marketing functions for the Cadbury.
Marketing identifies the various set of activities which is adopted by the
organisation in order to promote their goods and services. It also focuses on the marketing roles
and responsibilities. Along with this marketing functions for the company (Baker and Magnini,
2016).
Roles and responsibilities:
 Cadbury plays a vital role in marketing area and meeting customer needs and wants.
Where its responsibilities to ensures the high class service which is given by their staff to
its customers within the all operational area in the marketplace.
 An organisation work with the top management level where top management decide the
marketing plans or policies which is good for the customers and it is responsible for
reduce problems related to its product.
 Cadbury is also responsible for the coordinate with their staff members and their
activities in a effective manner, so that they can easily manage their organisation in a
attractive way.
 Company is very much responsible for fulfil the customer needs and demands in a
effective way. Along with this updated new design and shape of their chocolates.
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Cadbury is a UK based company which provides rich quality of chocolates to their
customers globally. Its chocolates are very much tasty and popular which increase the large
number of sales in the market or satisfied customers needs and requirement in a effective
manner. As per this it has been evaluated that company uses various marketing functions from
different departments these are as elaborate below:
 Market information: As per this first function of marketing calculate overall market
essentials in order to analyse the needs and wants of the customers. It also identifies
services of product which are offered by Cadbury in order to check quality of the product
in a effective manner.
 Marketing plan: In this function, organisation includes in various aspects such as
promotion, level of productivity and different activities of the market. Biggest target of
marketing plan is to maximise presence of the Cadbury in marketplace (Campbell,
Martin, and Fabos, 2018).
 Product design and development: In context of Cadbury, the head of the department
focuses on actual market where every individual wish for new design of chocolates.
Apart from this they take appropriate decisions which can satisfy their customer needs
and wants.
 Financing: In this function, team members regulates different activities of marketplace
that is related with finance. Where manager of the Cadbury prepared a final budget of
their product and keep data safely. It also consider about good relationship with retailers
for future growth of the company.
 Distribution Channel: It refers to the some activities which are includes in storing and
transporting of goods and services. In the context of Cadbury, company can hidden there
warehouses from every country in order to delivering of goods and services in a effective
manner.
 Exchange Functions: This is the main function of marketing department is to buy or sell
product in the company. In this, team members of marketing departments evaluate
overall situation of market in the process of understand actual demand from customers. It
also participate in goods and services of the industry accordance with the customer
demand. It also involves in personal selling and promotion of sales for achieving
customer attraction towards the brand.
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Therefore, these functions or responsibilities are very much important for the Cadbury in
making good relationship with customers and provide them good quality of product that can
maximise the future growth of the company in a systematic way.
P2 Role and responsibilities of marketing relate to the wider organization context.
Every organisation plays a vital role through the various department of marketing for
increasing growth of the company. Marketing department of Cadbury is interrelated to different
organisational departments where lot of countries contributes in the development of the
company. This is because marketing department is only the one department which is interact
with customers or another people for achieving goals and objectives in a effective manner.
Interrelationship of marketing department with other department of Cadbury are given below:
Marketing and Human resource: In this, team members from marketing department is
responsible for delivering goods and services and other activities of an organisation at
marketplace. This also focuses on the brand image and financial statements in the organisation. It
also attracts those people who are looking for a job in the industry. In regards of this, Cadbury
hired these people in order to complete their job vacancies. It totally depends upon the HR
department of company as if marketing team will not goodwill then any candidate will not agree
to work in this company.
Marketing and Finance: Marketing department of company helps in finance department
through increase the value of Cadbury. It will also maximise large number of customers as
people are aware about the company. All these system attract the consumers towards their fund
for company as increasing in the sales. It also helps to finance department to assign funds for
different department which will help to company in performing business function or activity in a
efficient manner (Duffett, 2017).
Marketing and Production: In this interrelation, marketing department of Cadbury
concern about the customers need and want to the production department in order to create about
customers expectation. It helps to production team to remake their product as the customer
requirement. It saves the wastage material and manufacturing amounts on the behalf of
customers. Department of production system make extra product and give extra time excluded
the company hours. This attracts the independences and marketing department in the company.
Marketing and Research: In this interrelationship context, Research departments of
Cadbury store all the correct information about the targeted customers in the company. It
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receives information which is used in analyse the needs, wants and purchasing power of the
customers (Kayabasi and Mtetwa, 2016). According to this result marketing department create
effective plan which is also used by their team members in order to affect focus of customers
towards the company. It also lead marketing team in a better way by which they can represent
Bradbury's product to the consumers as per their wish or requirement. Therefore, marketing and
research both term shows their interrelationship in the Cadbury.
As per the above interrelationship in various departments has been analysed that each
department interconnected within the marketplace. It also has good coordination from all the
departments, so that it is easy for company to achieve particular goals and objectives.
External environment impacts marketing:
The external factors that affects marketing are the forces that are uncontrollable factors
present outside the organisation. The various uncontrollable factors which affect the marketing
of cadbury are government policies, social culture, demographic factors, competition and
technological changes.
B2B and B2C marketing:
These are two forms of commercial transactions. These processes are used for selling
products and services to business as well as customers. These business differ in scope,
complexity, scale and cost. Thus, it is important to implement right system for the customers.
TASK 2
P3 Way of comparison in which organisation use elements of the marketing mix of 7PS to
achieve overall business objectives.
It analyse the marketing mix of 7 PS which are very much required for an organization to
evaluate the customer needs and want. According to this, organization should take very effective
decision for satisfying their customers in a positive way. Purposefully, this concept will
maximise customers loyalty for the company and also compared with other industry.
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Marketing mix 7ps
Basis Cadbury Nestle
Product
It is a British multinational
confectionery was established in
1824, England. It deals with tea,
coffee and lot of candy brands.
This uses milk in high quantity
within their recipes of product as
compare to their rival competitors.
It was founded in 1866 in Vevey,
Switzerland by Henri Nestle. It is
a FMCG industry at high level of
world. It offers chocolates, product
from milk and different food
items. It also produces their own
magi noodles which is famous in
the food companies.
There are various pricing strategy
that Cadbury uses for their
products. Dairy milk chocolate of
Cadbury comes in market with
reasonable price and also targeted
Their price marketing is based
upon the own market. Nestle deals
with coffee and Maggie and so on
but these both components are the
leaders in the market in term of
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Price customers in every situation of the
market.
price and competitors. Increment
of price did not influence their
customer attention because of
company offers good quality of
product.
Place
Cadbury products are available
across the world. Their products
are available in both urban or rural
areas. In this, place have made the
availability of product in
everywhere in the world (Morgan,
2016). This strategy always shows
the distribution of place in various
marketing mix of the company.
The distribution strategy of Nestle
is very good for the distribution of
channel with effective marketing
essentials and attractive sales
network. An organisation presents
the 200 countries around the
world. In this, Nestle stores are
available in very low distance.
Promotion
It plays a vital role in the
marketing mix department of
company. There are various ways
for making awareness and
promoting their products like
digital channels, newspapers and
so on. It also uses ATL or BTL
marketing but BTL marketing is
the best way as compared to other
channels.
The Nescafe is the instrument of
nestle that is well known tune in
the history of advertisement which
was introduces two decades back.
Therefore, this type of nestle
increase the customer relation
towards the brand because its
provide excellent quality of
Maggie and coffee in a efficient
manner.
Process
Company mostly analyses process
of Cadbury in which they can
execute their business activities.
The company also adopting new
technology and various strategies
to achieve consumer goals or
The process of Nestle want to
minimise the level of wastage. An
organisation also try to make more
effort for gaining customer
satisfaction and company allocate
their resources accordingly.
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objectives (Nirschl and Steinberg,
2018).
Physical Evidence
Company maintain their physical
evidence through adopting proper
cleanness in their stores. It helps in
attracting large number of
customers in a efficient way.
Nestle using very attractive
interior as its physical evidence. It
also helps in gathering customer
confidence towards the brand.
People
An organisation consider their
employees as a people in order to
provide induction, training period
and session classes to them. It also
analyse their people that how to
deals with goods and services in a
proper manner,
Whereas, Nestle gives preference
to their customers or employees as
a people. An organisation has
around 323000 employee and
basically targeted small age group
of people like children or
youngsters.
As per the above marketing mix channels or process Cadbury follows these type of marketing
channels in order to achieve higher level of customer satisfaction in a peaceful manner. It also
present the differentiation about Nestle company. Wherein both companies are very different
from each other through various channels of marketing mix. There is only the one of important
thing about companies that they want to achieve customer satisfaction level and fulfil their
customer demand or need as per the basis of their requirements.
Marketing planning process at Cadbury:
Cadbury is a leading chocolate company which is making effective plans and strategies
since years to be competitive in market. Market penetration strategy is followed in cadbury. It
usually finds new market segment and expand its business in that area.
TASK 3
P4 Marketing plan
Marketing plan refers to the comprehensive documents or blueprint that outlines the
efforts for marketing and advertising for future scenario. It also identifies the business activities
which involves in completing particular marketing objectives with in the given period of time
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from the companies. In the context of Cadbury, its marketing managers have implemented
essential or effective marketing plan for the industry, which will help in organisation to perform
their activities or various functions accordingly, In order to achieve their targeted goals and
objectives in a effective manner. There are some plan or strategies which is made by the
company, these are given as under:
Overview of the company:
Cadbury is a multinational brand which deals in a confectionery items. It was established
by 1824 by John Cadbury. This company provides chocolates products which are made by pure
milk to its customers. Their products are available in such varieties like caramel chocolate, dairy
milk and fruit and nut chocolates so on. Manager of company offers big certain discount to their
consumers in order to maximise their sales for the future (Pappas, 2017).
Mission: Cadbury trust in working with a team to generate the quality of the product with
the attraction of customers towards brand. It also concern about brand position in marketplace.
Vision: To increase the trust of their brand in front of the people through discrimination
and on the basis of principle of social justice for all.
Marketing objectives:
 The main aim of company to increase sales by 15% in five months.
 To generate Cadbury Dairy Milk Butterscotch Crunch for maximising share market
through 20% in next 2 years.
 Introduce the various product in Indian market within the six months of time.
STP: It is considered the process of three approaches which helps in creating effective
marketing plans. Through these processes company classifieds their overall market on the behalf
of various segmentation. After this segmentation process an organisation targets potential
customers from segmented area according to the requirement or demands from the customers.
Lastly, position of the desired product is executed (Rancati, Gordini and Capatina, 2016). There
are different segments programmes are given below:
Segmentation: According to this process there are classification of every market which
helps is achieving customer satisfaction towards the product. It is done by the basis of four
components such as geographic, behavioural, psycho-graphic and demographic approach. In the
context of Cadbury, their classification of customers on the basis of demographic segmentation.
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Targeting: As per this, after selection of the segmentation market, the organisation target
customers on the basis of their needs. The manager of Cadbury also target youngsters or children
as they always offer celebration pack in every festival or any occasion.
Positioning: In this, the company's product position is based upon the needs or demand
of the targeted customers. For Cadbury, its firstly promotes their goods and services at
marketplace and launch new product in future.
SWOT analysis for Cadbury:
Strength Weakness Opportunities Threats
1. It is a top most
chocolate provider
company with
attractive price
according to the
customers demand.
2. The main strength
of Cadbury is their
customers have high
level of confidence
towards the brand.
3. It is a well stabled
market with excellent
variety of products.
1. It is very tough for
company to provide
training all the time to
their employees.
2. There are lack of
penetration in the rural
market.
3. At the present time
people are very much
conscious about their
health which bound
them to eat chocolates
or any product provide
by the company.
1. Company should
increases their
presence in rural areas
as it is a huge
segments which will
helps in company to
achieving targeted
goals and objectives.
2. Company should
celebrate their all
festivals or occasion in
India.
3. Cadbury should also
maximise their market
sales to grab all
opportunities.
1. Company have
competition from
Amul and Nestle.
2. Sometimes,
consumer changes
their preference or
taste of other
substitutes like sweet
dishes and deserts.
3. Existing firms are
entering with various
varieties of product
which makes a
competition in
Cadbury.
Marketing Budget:
Particulars First year Second year Third year Fourth year
Initial money 8000 5000 5000 5000
Investment 10000 9000 7000 5000
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Total: 18000 14000 12000 10000
Marketing outlay 16000 2000 2000 6000
Promotion 3000 1000 4000 2000
Sales Publicity 2000 2000 1000 1000
Direct selling 5000 2000 1000 1000
Total: 26000 7000 8000 10000
Monitoring and Control:
After the evaluation of marketing budget, it is very important for head of the department
or HR manager to each and every function on the basis of regularity. The main purpose of this
step is to control undesired issues or other expenses in the process to save money of company
which can be continuously used in effective areas of the company. In the context of Cadbury,
that identifying the whole activities plays by the marketing department in the company, that is
also required to be control or regulated by time to time. As per the result organisation can easily
achieve there targeted goals and objectives in a effective manner. It also helps in making brand
loyalty in front of the customers (Stern and Porr, 2017).
Market share analysis is the market analysis which shows the position of the company when
compared to its competitors. Cadbury is competing with its competitors like Nestle, Kraft and
Mars-Wrigley. It has expanded its market share with time.
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CONCLUSION
From the above representative report, it has been concluded that process of marketing are
very beneficial for the company in a effective manner. It also helps in maximises sales of the
Cadbury. Apart from this, it also analysed various functions of marketing which helps industry in
improving production level of the Cadbury. As per this report it can be said that marketing
department interrelation with all different departments is such a great thing. Along with this
marketing plan helps in industry to implement their pre planned function or activities in a
influencing way, which increases the sales of company and also maximise profit or increase the
customer satisfaction towards their brand.
Recommendations
It has been analysed from the above analysis that Cadbury should keep its brand value by
offering quality products to its customers. This will help in maintaining its profitability and
makes it competitive in market. It is operating globally so it should expand more markets in new
countries and increase its sales.
REFERENCES
Books and Journals
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8), pp.1510-1534.
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Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text, Sage.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Desselle, S. P., Zgarrick, D. P. and Alston, G., 2016. Pharmacy Management: Essentials for all
practice settings, McGraw Hill Professional.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers, 18(1), pp.19-39.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management, pp.103-118.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society, 31(3), pp.371-379.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance: Evidence from Turkey. European
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Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Morgan, D. L., 2016. Essentials of dyadic interviewing. Routledge.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Grundlagen,
Strategien und Erfolgsfaktoren. Wiesbaden: Springer Fachmedien.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications, 23(2), pp.195-218.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Stern, P. N. and Porr, C. J., 2017. Essentials of accessible grounded theory. Routledge.
Online
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