The Marketing Mix and Competitive Advantage

This assignment delves into the essential components of a successful marketing strategy. It examines the traditional '4 Ps' (Product, Price, Place, Promotion) of marketing, along with the expanded '7 Ps' model (including People, Process, Physical Evidence). Students will analyze how these elements contribute to competitive advantage and business performance. The assignment also encourages the application of strategic marketing planning concepts through illustrative examples.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 The key roles and responsibilities of the marketing function for the Cadbury.................3
M1 The roles and responsibility in the context of the marketing environment for Cadbury 4
D1The key element of the marketing function and they interrelate with other function of
organizations...........................................................................................................................4
P2 How roles and responsibilities of marketing relate to the wider organisational...............4
M2 The importance of interrelationship between marketing and other function of the company
................................................................................................................................................6
TASK 2 ...........................................................................................................................................8
P3 Apply the marketing mix to the marketing planning process...........................................8
M3 Assess different tactics applied by the Cadbury to demonstrate business aims and
objective achieved................................................................................................................11
D2 Plan a strategic marketing program that tactically applies the use of the marketing mix to
accomplish overall marketing objectives ............................................................................11
TASK 3 .........................................................................................................................................11
P4 Evaluate a basic marketing plan......................................................................................11
M4 Produce a detailed coherent evidence based marketing plan for the Cadbury .............14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the process of management by which goods and services are delivered to
customers. It is also helpful in order to reaching customers so as they can easily choose the
product according to their choice. Along with this, marketing is the key of find out the right
methods of promotions for improving sales and profit of company. In Cadbury, this is assistive
to take decisions; the customer prefer to choose their products and services for repeat purchasing.
Cadbury is a food chocolate and food producing company dealing in chocolate confectionery,
Beverages, candy and snacks. The company, which is market leader in this industry sector. Some
of their famous product such as Cadbury dairy milk, Perk, 5 star, celebrations etc. In addition,
the concept of marketing mix involves the seven elements such as- product, price, place and
production, processes, people, physical evidence (Brettel and et. al., 2011). Managers can easily
knows buyers needs and demands with the support of marketing research. Apart from this, the
report also consider that an effective marketing plan is responsible in order to develop strategies
and policies for achieving goals or objectives form target market.
TASK 1
P1 The key roles and responsibilities of the marketing function for the Cadbury
Marketing functions are related with roles that aids a organisation to identify. In every
business enterprise owners want to make money from their products and services so that
marketing functions are helpful to promote these goods (Brettel and et. al., 2011).
It also involves product development, conduct marketing research and producing an
effective marketing plan, advertising, customer services, promotion and public relations ; these
all are enabled to accomplish goals of Cadbury.
Along with this, marketing is a necessary activity in order to growth and development of
small business organisations as well. There are mention below different functions of marketing,
such are as follows:-

M1 The roles and responsibility in the context of the marketing environment for Cadbury
There are different - different roles and responsibilities are played by the marketing
manager. In marketing department, the employers should have to manage relationships among all
employees; it helpful in order to provide them a healthy working environment. Along with this,
the person also have to develop strategies and policies that are enable to achieve goals from
target market. Marketing manager of Cadbury also responsible in order to analyse and gathering
information with the help of marketing research (Dibb and Simkin., 2013). So as the
expectations and requirements of customers can be easily understand by the employer.
Marketing department of the organizations must have knowledge about the macro and micro
environment, it will identify through market research. Thus, a organizations marketing manager
has to finding-out the competitors planning strategy, their aims and objectives, strengths and
weaknesses.
D1The key element of the marketing function and they interrelate with other function of
organizations
Marketing functions of evert commercial organisation are interrelated with its other
departments. Marketing managers needs to work with HR department because it is helpful in
order tom provide necessary training and developing sessions to staff members. The R & D
Department helps in market research and produce the thought of new products to meet
manufacturing targets. For finance department, it is adequate to develop a budget that is enabled
to meet with customers requirements (Brettel and et. al., 2011). Marketing does not only much
broader than selling, it is not a specialized activity with the all department of the organizations. It
comprehends the whole business seen from the point of view of the final outcomes. Concern
about the role and responsibility for marketing must therefore interpenetrates all area of the
company.
P2 How roles and responsibilities of marketing relate to the wider organisational
In every business organisation, there are following responsibilities are undertaken in
respect of the exchange of the goods and services.
Defining and managing brand:- It is the main responsibility of marketing department is
to define and manage their brand. Along with this, defining and managing can be considered
with why they are establishing for, what they are doing and what are the rules or regulations of
company. If an organisation stands with its brand value then it can attract customers and interact

with investors. If organisation has wide range of capitalist then it is able to develop impressive
products for target audiences (Freng Svendsen and et. al., 2011). In Cadbury, brand is able to
represents its value and quality of products or services that they will be delivered to buyers.
Listening buyers needs:- In order to implement an effective marketing strategy, it is the
duty of managers to understand the needs and demands of their customers. Because it is
necessary to get closer towards users and identify that what they are expecting from
organisations. This will help into build an attractive marketing plan by which organisation is able
to accomplish goals and objectives in competitive market. For that owners have to take
customers feedback as well as their reviews with the help of internal and external channels. Sales
team can also conduct surveys, questionnaire, seminars and workshops; it increases customers
supports by which relevant information can be collect by the marketing managers of company
(Huang and Sarigöllü., 2014). It is interrelated with the customer care team of the company who
takes feedback from customer and modify the products accordingly
Communication:- Every business entity is a chain of persons in which all of them are
performing for same goals and objectives. It is requisites from managers to communicate with
the rest of company in order to fulfilment of its visions and developing sales while respecting the
principles of business ethics. In Cadbury, it is expected from marketing department, that the flow
of communication is very smooth at there because it helps managers to implement strategies and
policies. For that they should have to plan campaigns and activity programmes in order to
promote communication skills among managers as well as their employees (Ko, Hwang and
Kim., 2013).
Market Research:- It is the key responsibility of marketing that is helpful in order to
know the strength and weakness of competitors. So as managers can easily take initial corrective
actions to protect business from prevent clients and win it towards weaker rivals. In marketing
department, research aids to find out forthcoming opportunities and threats that will be face by
the business organisation. Along with, this can also beneficial for the better understanding of
buyers expectations and requirements. Marketing team within an organisation conduct market
research and analyse the needs and demand of the customer so that changes can be made in
product and price.
Events:- It the duty of marketing department to conduct some events and programmes to
fulfil their corporate social responsibilities. Managers can easily plan the logistics of exhibitions,

seminars, workshops hospitality events and sales conferences for improving their sales revenue
and gaining benefits in target market (Leonidou and et. al., 2013).
M2 The importance of interrelationship between marketing and other function of the company
In every large business organisation, the marketing department is interrelated with other
departments. In Cadbury, there are different departments such as- finance, R&D, human
resource, production as well a operational and sales. Along with this, in finance department
marketing helps in managers by providing information about products and services; so as
managers can easily take investment decisions. Apart from this, to know about needs and wants
of buyers marketing managers share this information to production department then it produces
accordingly. With the help of marketing research managers of R & D departments can easily
throughout the idea of new product development (Brettel and et. al., 2011). Marketing has given
communicator role between organization and outside world. It is must have focused on
customers in order to full-fill their requirement and needs. Organized marketing management
interact with other department of the company and support them to accomplishing business goals
and targets.

Analyse and gathering market information:- It is the most important function of
marketing through owners can easily recognise the needs and demands of buyers. Under this, it
is helpful to collect following information about customers – what are their wants, in what
quantity, when do they want products, at which place, what kind of advertisement they like or at
what price they prefer to buy goods. Along with this, analysis includes judging the strength and
weakness of Cadbury ; as well as it also helps into identifies the external factors that impact on
the performance of cited organisation (Lee and et.al., 2013). There are some macro
environmental components that are - political, economic, legal, social, environmental and
technological.
Marketing Planning:- Its main aim is to achieving mission and vision of cited
organisation. These goals can be considered with maximising market share, dominant the market
and developing marketing presence of products. Along with this, the role of marketing is to
cover up all aspects of promotion and production level. Marketing planning have to be disclose
Illustration 1: Marketing Functions
(Source : Functions of Marketing 2017)

with their owners, where they are and they want to go; in contrast of marketing position of cited
business organisation (Mallen, 2013).
Product development and designing:- The another function of marketing is to
developing new goods and services. If the owners of cited organisation, are enabled to design
trendy products so as customers can easily attract towards them. In addition, product
development and designing also helps in order to extending sales revenue and profits of company
among target market. The cited business entity can get competitive advantage with the
possession of a specific design products. It is essential for managers to develop that product
continuously according to the needs and demands of customers. Packing of goods and services
relates with designing package whereas labelling helps in provide all information to customers
regarding goods (Menegaki, 2012).
Packaging, labelling and branding:- Packing of goods and services relates with
designing package whereas labelling helps in provide all information to customers regarding
goods. Along with this, packaging and labelling are an effective tool of promotion; it also helps
in attracting more customers towards company. Branding defines the generic identity of products
in market. Its main objective is to make product different form another competitor. Packaging,
branding and labelling are helpful to increases the number of target audience. This also involves
provide value added and quality services to customers (Peter and Donnelly, 2011).
Risk taking:- It involves uncertainty regarding products that will be purchase by
consumers in future. Sometimes risk taking helps in developing market share of company and it
also forces managers to produce an impressive good through users can easily influence to buy it.
If owners cannot take risk they are not enabled to get competitive advantages form target market.
This will also decrease the financial position of company as well as its market growth.
TASK 2
P3 Apply the marketing mix to the marketing planning process
Marketing mix is all about putting right product into a right place, at right time or at right
price by the right people. It is the most important part of marketing planning process. This is
helpful in order to improves the feeling of customers by developing a long run relationship with
them. There are following components of marketing mix, such as- product, price, place, people,
promotion, physical evidence and process (Liu, Kasturiratne and Moizer, 2012). In Cadbury all

these factors plays same roles in order to achieve target market. There is described below the
explanation of all these components: -
(Source: Marketing plan, 2017) Product – It seeks with something that buyers can purchase in order to satisfy their needs
and demands. Along with this, Cadbury and Nestle both the closed competitors of the
market. The company should design and produce its products, so as to improve the
customer experience and retention. Cadbury offers various variety of products for e.g. 5
star chocolate bar with made real dark chocolate similar design around the world,
contains more milk than any other chocolate. Its main product is running in the market is
Dairy milk. Price – It is the most important part of the marketing mix, it is the area from the company
generates profit or revenue, prices include the discounting price catalogue price. Their
prices are so affordable that any body can purchase it. Cadbury offers their prices from
Rs 5 upto 500 and above. Prices change according to the flavour and size of the
Illustration 2: Marketing plan

products. Along with this, price is the main factor of customer choice; they only prefer
those products which have less prices and high quality (Lee and et. al., 2013). For
example- Cadbury and Nestle both are using price penetration strategies in order to
attract more customers in the market. Place – The place means to finding-out the physical distribution of the product where the
products should be available for the customer at the right place, time and quantity.
Cadbury chocolate are available in almost every country of the world. The company used
different pricing strategy as compare to the other market competitors and more concern
on their distribution. If Cadbury wants to catching eye of customers so as it should have
to increases its market area in comparison of Nestle. Nestle also has a great number of
customers and it is very hard for every organisation to beat it. Managers have to distribute
there products where customers can easily reach; the main aim of marketing planning
process to create a good distribution product strategy. Promotion – Effective advertisement attracts and generates supporting profit for
organizations. Cadbury also promotion through television, newspaper, internet and social
media side, according to the geographic area and customer preferences(Ogunmokun and
Tang, 2012). The company also spends huge amount of money for the promotion of
Cadbury Dairy milk. Television, the print media and poster have been the main media of
convey their massage to the customers and promotes their products. The company also
tries to every retail shop stocking their chocolates. People – Leaders, managers and staff members are also an important part of business
organisations; they are responsible for growth and success of company. Employers of
Cadbury should have to maintain and well planned their customer services. Along with
this, all the problems or conflicts among peoples are resolved very quickly and
effectively. People also have to make sure that their mostly products and services are
getting by customers. Apart form this, in order to increases the performance of employees
both of the companies should have to regulate reward system for its workers; it can be
involved training, incentives, bonuses and benefits. Process – Managers of Cadbury and Nestle must focuses on production of product in
term of quality standard. Because customers are not only interested with buying goods
but also they could attract the way of providing high quality products to them (Pomering,

Noblen and Johnson, 2011). Manager have to well behaved and be polite in front of
buyers.
 Physical Evidence – Managers also have to offer the different uses of products to their
customers. With a viewpoint of buyers for them it is very first time when they are using
that particular services; before that they don't have any idea about it. Cadbury and Nestle
should have to provide evidence of the products to their clients.
M3 Assess different tactics applied by the Cadbury to demonstrate business aims and objective
achieved
Managers should have to implement different plans and policies in order to achieve
growth and success from target market. Marketing tactics are responsible to well defined
objectives of business. Apart from this, marketing manager of Cadbury has to implement free
flow of communication so as employees can easily share their problems with managers. It can
also develop interpersonal relationship among both parties. The person also has to evaluate the
performance of its subordinates on weekly or monthly and regulate reward system that is basis
upon their productivity (Gordon, 2012). It is not only increases organisation growth but also
improving skills and knowledge of its workers. Adoption of this strategy Cadbury management
find-out their employees relationship is improved as compare to before implementation of two
way communication between the employee and managers of the organization. Therefore,
company meet their targets because better understanding between the management and workers
helps to Cadbury in terms of improving their team work towards employees work. Hence, they
work with each other and achieve companies goals.
D2 Plan a strategic marketing program that tactically applies the use of the marketing mix to
accomplish overall marketing objectives
Marketing planning is the process that is helpful in order to achieve goals and objectives
of cited organisation. The process involves these steps, such are as – mission statement, vision,
business objectives, competitors analysis and Target market analysis, develop a marketing plan
and implementation of plan in whole department and operations, its can be successful in
achieving their business aims and objectives (Freng Svendsen and et. al., 2011). Cadbury also
develop a marketing plan with the helps of 7Ps of marketing mix and implementing this plan
and the company can be successful in accomplishing their set targets.

TASK 3
P4 Evaluate a basic marketing plan
Marketing plan is the process by which managers can easily decide the goals and
objectives of company that they want to achieve from target market. It is in a written document
that involves all essential actions in order to complete an activity. Marketing plan can be for any
product, services and product line; it is developed for long term period. Along with this, in
Cadbury, the plan is make for overall business organisation in order to creating solid marketing
strategies and policies (Leonidou and et. al., 2013). Business plan is helpful in order to clearly
define the mission and vision of company; this also aids in conducting a marketing research.
There are the following steps that are included in marketing planning process, such are as: -
(Source: Getscher. 2017)
Vision and Mission of Cadbury:-
Vision:-
''The barrow Cadbury trust's'' vision is of a peaceful, equal, society, free from favouritism
and based on the principle of social justice for all.
Mission:-
'' Cadbury means quality'' this is our promise. Our reputation is build upon quality out
statement to continues development will ensure that our promise is delivered.
Illustration 3: Marketing Plan

Cadbury competitors are:- Most of the top companies of Chocolates and food sector
are the competitors of Cadbury such as Nestle, Mars and Wrigley, Hershey. The company facing
huge competition in the market from those of companies.
Marketing Objectives:- In order to present growth, the company conducts various
marketing programs for its brands each year. Every marketing plan is attended with marketing
program.
Overall Objective Are:-
 To produce lots of chocolate.
 Improve the quality standard.
 Leading in the market.
 Expands distribution network.
Primary business Objective:-
 Accomplish income growth of 20 percent per year.
 Increased earnings by 15 percent.
 Improve quality and reduce fat as well sugar contain.
Strategic objective for every primary objective:- Based on market analysis and set
objectives each marketing plan will achieve through effective work on both of them. Achieving
revenue growth the company must be focuses on market expansion and product development.
Rising the earning Cadbury focuses on quality products, availability of products, to obtain good
value money and care about customer (Peter and Donnelly., 2011).
Target market:- When Cadbury established its market, then it essentials to target in
different section. The organization looking for the target segments to supply its products to meet
the requirement of the customer. Cadbury requires find-out retail store, general store,
supermarket, where the consumption of its products is high and more customer are retains. Its
main target customer are children, youth, females, who love to eat chocolates (Pomering, Noble,
and Johnson., 2011).
The company can Adopt all this strategy and meets its short terms objectives, these
are below describe:-
 The company has maintained its effective supply chain and brand loyalty to supply its
products to the customer.

 Diversification of product variety and range into related food segments:- Introduce new
product with more variety and range into related food segments, and manufacture
products as per to the customer choice and preferences. Test and preferences can find-out
with the help customer feedback.
 It must focuses the product easily available at general, retail outlets and supermarket,
through this effective distribution the company forms competitive edge improved its
customer reach and full-fill the market as per customer needs and wants.
 Cadbury supply its products on the regularly basis, its aware and attract its targets
customers through advertisement and promote products in the market.
 High ratio of facts and calories in the product of the company, It may be decreased Fact
according to the customer demands who is health conscious.
 Implementation of marketing plan – It is the last stage of marketing planning, when
managers of Cadbury are regulating their plan in whole business organisation (Leonidou,
Katsikeas and Morgan, 2013). But before that they should have to consult with their
subordinates, is the goals and objectives of the plan would be achievable.
Advantages of marketing planning process -
 Determine the demand of goods and services in competitive market-share
 Find out the needs and wants of buyers; helps in design of products according to
customers needs.
 Identifies rivals and evaluate firm's competitive advantages
 Find out the new area for goods and services as well as potential clients
Budget

action
In respect to prevent deviation it is important for the company to accomplish the desired
objectives for this purpose company can use 7 p's of marketing mix so that it can easily
accomplish all its stated objectives. Different strategies can be made for selling the product and
entire plan can be monitor so that changes can be made if required.
M4 Produce a detailed coherent evidence based marketing plan for the Cadbury
There are mention some steps that are helpful in order to conduct a marketing plan for
business entities, such are as: - firstly managers have to analyse the current situation of
competitive market. Situational and environmental analysis is helpful to identify why potential
customers prefer to choose Cadbury. It also aids in evaluating the strength weaknesses of
competitors. After this, they have to fix their target market through the goals and objectives of
company can be easily accomplished (Huang and Sarigöllü, 2014). In addition, regulating an

effective marketing strategy is also a part of marketing planning process. After that, the plan is
ready to implement in business organisation but before managers have to take correction in its
and regulate the plan.
CONCLUSION
Form the above mentioned file it has been concluded that marketing the very much
important part for every business organisation. It helps in selling products and services to
customers and achieving the benefits of competitive market. There are mentioned some roles and
responsibilities of marketing manager, such are as follow:-analyse and gathering market
information. Marketing planning, product development and designing, packaging, labelling and
branding and risk taking. Along with this, marketing planning process can be developed through
marketing research in order to evaluate firm's competitive advantage.

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