Marketing Essentials Report

This report analyzes the marketing essentials of Cadbury, a leading confectionery company. It examines the role of marketing and its interrelation with other functional units, analyzes the 7Ps of the marketing mix, and compares Cadbury's strategies to those of Nestle. The report also includes a critical analysis of the strengths and weaknesses of Cadbury's marketing function.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
The role of marketing and their interrelation with other functional units..............................3
Key roles and responsibilities of marketing function.............................................................4
Roles and responsibilities of marketing relate to wider organisational context.....................5
The role and responsibilities of marketing in context of marketing environment.................5
Significance of Interrelationship between marketing and other functional units...................6
Critical analysis of elements of marketing function with other functional units...................7
TASK 2............................................................................................................................................8
P3 7Ps of marketing mix........................................................................................................8
Marketing plan .....................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is the process of understand the market by the use of different
marketing research. In this report for better understanding the marketing essential. Cadbury is
taken. Cadbury is a multinational confectionery company which deals in chocolates, beverages,
Desserts, Ice cream, biscuits etc. there headquarter in London, England. This report will
emphasise the role of marketing and interrelation with the departments of the company. Also
describe the roles and responsibility of marketing function and also relate to wider organization
context that help to understand the market. The report will lay about the 7p's of marketing mix or
also describe the comparison between Cadbury and Nestle. At the last report will study about the
market plan.
TASK 1
The role of marketing and their interrelation with other functional units
 Marketing with Sales function
Marketing department helps to achieve sales target by promotional tactics like advertisements.
Sales target is only achieved by promotions of their Cadbury products. Marketers make
consumer aware about the variety of products available in Cadbury so that they can consume it
(Kucuk, 2016). Therefore, the company achieves sales target by promotional activities done by
Marketing department.
 Marketing with Finance function
The marketer makes research, distribution and promotion for which budget is decided by finance
department. Marketer of Cadbury need to be in that budget for promotional activities to attain
profitability and increase market share. Finance department allots a definite budget for
Marketing which the marketer need to follow.
 Marketing with product manufacturing function
Marketing personnel research for the current and future needs of customers relating to
chocolates. Also, they focus on generating consumer demand and provide a proper statistics to
production department in relation to supply of Cadbury chocolates.
 Marketing with Distribution function
Marketer of Cadbury usually create demand and analyse demand of product category by their
promotional tactics which helps distribution department to allot products at right place in right
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time (Dahl, Gray, and Peltier, 2016). By this they help distribution department in allocating
different chocolates of Cadbury to different regions.
Key roles and responsibilities of marketing function
 Marketing Planning
The company like Cadbury plans to achieve their goals with the help of marketing. The manager
of Cadbury make plans regarding production level and efforts for promotion. For executing the
plan, managerial personnel of the company conducts campaign and communicate it with public
for wider acceptance as this is their role. Like Cadbury celebration and Cadbury crème egg was
promoting widely for eater all over the world. In festive seasons the company increases their
production level which helps them to increase their sales upto 2-4% (Beaty, 2016).
 Product Designing and Development
The Cadbury develops various new products like Cadbury Fuse. The company identifies the
increasing demand of snacks and the gap in field of chocolate industry relate to chocolate snack.
Company designs Fuse with ingredients of snacks like peanuts, fudge pieces, crisp cereal and
peanuts (Kucuk, 2016). Cadbury uses other marketing and promotional materials to promote
'fuse'. Also, the company monitors demand by managing social media pages. The role of
marketing is to promote Cadbury fuse as snacks which gets attraction by various customers.
 Packaging and Labelling
Packaging and Labelling is a good source of attracting customers. Cadbury changes their
Packaging time to time. Like Cadbury celebration box during festive seasons, Cadbury Crème
egg in times of Easter, Thick paper board and bright colour packaging were started as a new
packaging in 2009 for Cadbury Dairy milk chocolate (Andaleeb, and Hasan, 2016). Marketing
department conducts marketing campaign to stay focus on sales target. Also, Role of marketer is
to advertise their seasonal products through Television advertisements and Social networking
like Facebook. Cadbury manages their brand image by interaction with customers and analyse
their needs.
 Physical distribution
The Cadbury are delivering their chocolates in various countries of the world. They are
successful accomplishing right delivery of goods at right place. Key role of Marketing
department analyses the demand of customers and provide Cadbury products accordingly. By
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this company is managing demands as well as products at a same time. The marketers of
Cadbury identifies and sends the right quantity in available time.
 Promotion
Every company need to promote their product for wider acceptance and increase customer base.
Marketing department of Cadbury executes various promotional activities like Sales promotion,
Publicity and advertising as their role (Alharthey, 2015). Marketers of the company attain these
activities to increase sales and therefore, company is successfully achieving sales target.
Roles and responsibilities of marketing relate to wider organisational context
 Marketing department with Human resource
The roles of marketing department of Cadbury is to work with Human resource department in
providing them proper guidance for production targets, sales target and product development. So
that human resource department keeps in mind all these attributes while recruitment and hire
staff in Cadbury (Dahl, Gray, and Peltier, 2016). Also, the HR Department lays proper training
and development to them based on these criteria to be achieved.
 Marketing department with Finance
Roles of marketer is to promote the products of Cadbury within an allocated budget which is set
by department of Finance. The finance department keeps all the expenses of marketing in this
budget which concentrates the sales target. Also, the Cadbury profitability affect a lot by proper
budgeting of marketing (Abdulnasir, 2015).
 Marketing department with Research and development
Marketing department role interlinks with research and development of Cadbury as they give
them proper statistics of promotional activities and demand raise by promotions. Also, marketers
give them details of prevailing demand of consumers (Kucuk, 2016). By this department of
research can efficiently work on new products to be develop for satisfy demand raise by
customers.
The role and responsibilities of marketing in context of marketing environment
 Analysis of political factors with marketing
In 2010, value added tax levied by government increases by 2.5% (Beaty, 2016). Therefore,
prices of chocolates are increased and this directly impacts on sales which declines. So,
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Cadbury's marketing department promotes various range of chocolates available in different
regions to gain consumer and to reach sales target.
 Analysis of economical factors with marketing
Global downturn in economic impacts Cadbury's expansion. As the sales of Cadbury products
decline by downturn in economy. Also, company cannot afford to advertise their products in UK.
But in 2009, recession starts for which company accompanies their marketing department and
earns a revenue of 4%-6% by promotional tactics applied by Cadbury.
 Analysis of socio cultural factors with marketing
Nowadays people being health conscious which tends to deplete the consumption of chocolates.
Cadbury serves a high range of chocolates which is more preferable to children. On this
marketing department is helpless as consumer tastes cannot be shift towards chocolates in any
case as chocolates as not healthy for their diet.
 Analysis of technical factors with marketing
Cadbury has launched heat resistant chocolates which did not get melt in heat. Marketers of
Cadbury promotes these range of chocolates for wider acceptance. This range of chocolates
increases sales and hence sales target achieves by the company. Also, the company is capable to
manage larger customer base (Kucuk, 2016). People prefer to consume chocolates while
travelling and heat resistant chocolates suits them best.
 Analysis of legal factors with marketing
Cadbury by its marketing tactics make aware about the quality of products they offer. As the
company follows food and safety act which they provide proper care while production to
distribution to final consumer. By proper packaging and displaying all ingredients help
consumers to get aware about Cadbury products.
 Analysis of environmental factors with marketing
The Cadbury reduces packaging which is not environment friendly. Like on products for Easter
eggs and organic green & black chocolates. etc. uses less packaging material and hence they are
environment friendly too. Cadbury's marketing department promotes this range as an
environment friendly products which creates a different image in mind of consumers.
Significance of Interrelationship between marketing and other functional units
 Increases sales
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Marketing department by helping other functional units like Human resource, production,
distribution etc. in their work which directly affects their sales as the sales of Cadbury increases
with proper functioning and efficient working of all department.
 Build trust in brand
Efficient working in Cadbury directly impacts on sales. The company revels information of
ingredients and quality in their promotional activities which help the customers in developing
trust among Cadbury. Also, the department of marketing shares their research, statistics and
demand of customers with sales and production department helps them to build a good relation
and promotes team work in Cadbury.
 Consumer satisfaction
All the departments of Cadbury work in efficient manner and promotes team work. This synergy
help them towards growth and develop company towards success. Cadbury is gaining customer
satisfaction as more loyalty of customers they get from the quality they served to public. They
address the demands of customers and make adaptation accordingly (Kucuk, 2016).
 Efficient sales target
Marketing department helps department of human resource to recruit and train the workforce for
the traits matching with the demand of Cadbury. The company accompanies efficient sales target
because of employees they hire and provide training to them which gives them motivation to
execute their task. Therefore, company achieves sales target by efforts of all departments.
Critical analysis of elements of marketing function with other functional units
Strengths
 Cadbury is gaining synergy by marketing department. As the department of marketing
helps other departments to gain efficient working.
 Marketing department helps the company to achieve sales target by proper analysis of
demand and supply by production & distribution department.
 Cadbury has many competitors like one of the company is Nestle (Biaudet, 2017). For
Cadbury, Marketers play an essential role in promoting existing products and develop
new products according to research execute by departments of Marketing to capture
market.
Weaknesses
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 Marketing department of Cadbury influences and distracts other departments by their
analysis (Dahl, Gray, and Peltier, 2016). As marketing department focuses on Sales target
but for this they influence HR department to recruit, Train and develop workforce
accordingly.
TASK 2
7Ps of marketing mix
7P'S CADBURY NESTLE
Product Cadbury is second biggest
confectionery private limited
company (Loo, and Leung,
Nestle is the largest company
in the world that provide the
variety of products include the
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Figure 1: 7P's of Marketing Mix
Source : (7P's of Marketing Mix,2016)

2018). That include the bars,
beverages, Cooking, Easter,
Desserts, ice cream, Biscuits,
chocolates. There famous
selling brand is Dairy milk, 5
star, perk, eclairs, Gems.
food and beverages, Coffee,
chocolate confectionery
Nutrition, Deserts etc. Nestle
famous chocolate brand is
KitKat, Munch, Micky bar,
polo (Wawira, 2016).
Price
Cadbury is use the skimming
pricing strategy that means
company charge the high price
compare to their competitors
and also the customer is able
to pay the price of the product.
For example: Dairy milk in
different prices and offer the
new scheme eg. Maha munch
is added value in the product
with same price.
Nestle use the promotional
pricing strategy that means
they set the price according to
the demand of customer. So
customer are Easily by the
product according to their
needs. Also, nestle use the
competitive pricing strategy
when they face the difficulties
in emerging market and
Europe.
Place Cabuty is distributed their
product in the moms and pops
stores. That is only possible
when company is use the best
method of distribution. They
sale their product to consumer
directly by the help of internet.
Second selling the product
through retailers. Third stage
selling the product through
wholesaler. Cadburry use the
many channels to distribute the
product. But in time of
Nestle use the FMCG channels
for their distribution. Company
sent the product to their C&F
agents then the agents sent the
product to different
distributors. Later distributors'
sale the product to the retailer
and retailer is sale the product
to the customer. So customer
by the product to different
stores, super markets, Malls
etc.
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brounville which is dark
chocolate this is only available
in medical stores,
supermarkets, Mall, airports
etc.
Promotion
Cadbury is also promoted their
product through different
advertisement. They target
their audience and also
increase the sale by the help of
promotions. For example
cadbury is famous on their tag
lines 'Tastes like this feels. So
this is created good impacts on
the customer taste.
Nestle is promote their product
by using the different
advertisement for example
Nescafe tune is famous in the
market, also Maggie is famous
for 2 minutes snacks which
can easily prepared by anyone.
Physical evidence
Cadboury is contributed the
amount in economy of US and
India. Also, use less plastic in
their packaging so that create
friendly environment and
increase the performance of
company (Loo, and Leung,
2018).
Nestle Is setting the coffee
corners with the logo of
Nescafe in their vending
machines. That creates an
evidence or better connectivity
to the customer.
People Cadbury is followed the health
and safety act to provide the
best service to the employees.
Provide the best facility and
also create good environment
to the employees. Also follow
Nestle follow the health and
safety act, anti discrimination
act, data protection act that
provide the benefits to their
employees such as medical
facility, insurance, retirement
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the equality act to manage the
employee and provide equal
benefits to their employees
(Yi, 2017). They provide the
rewards, bonus, incentives,
extra pay. They provide the
medical benefits. Retirement
plan, holiday policy etc.
Number of employee is almost
71652 in all over the world.
plan, educational facility
(Omar, 2017). Provide the
training and development
programme to increase
motivation among employees.
Nestle employed almost is
308,000 people around the
world.
Process
Cadbury introduce any new
product in market. So they
analysis and research the
market byte help of experts of
the company.
Nestle is promote the product
through use the macro
environmental factor or micro
environmental factor and
analyse the market. So
company can introduce their
product in the market (Omar,
2017).
Marketing plan
Covered in PPT
CONCLUSION
The report concluded about the marketing essential of Cadbury. The report was started
by describe the roles and responsibly of marketing function and also relate to wider organization.
Then report was described the role of marketing in the different departments. Then comes on the
7p's of marketing mix that describe comparison between Cadbury and Nestle. At the last report
was concluded about the market plan of the Cadbury.
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REFERENCES
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Advertising Strategy and Integrated Marketing. Journal of Marketing Management. 3(2). pp.47-
54.
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studies and lessons across industries. Emerald Group Publishing Limited.
Beaty, C.R., 2016. Business leaders marketing to bottom-of-the-pyramid consumers in
Nigeria.
Biaudet, S., 2017. Influencer Marketing as a Marketing Tool: The process of creating an
Influencer Marketing Campaign on Instagram.
Dahl, A.J., Gray, D.M. and Peltier, J., 2016. Wikipedia: An Opportunity to Teach
Marketing Students Worldwide--And a Call for More Crowdsourced Marketing Content on
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Kucuk, S.U., 2016. Visualizing Marketing: From Abstract to Intuitive. Springer.
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan:
Adaptation of 7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Malhotra, T. and Berger, P.D., 2016. Marketing Strategy and Innovation at Michelin.
Journal of Marketing Studies. 4(5). pp.63-73.
Omar, A.A., 2017. Extensive knowledge in marketing management. Economic and Social
Development: Book of Proceedings, pp.314-321.
Palma, A.P., 2016. Effectiveness of Facebook as a free marketing tool. University of
Mindanao International Multidisciplinary Research Journal. 1(2). pp.21-26.
Soboleva, Y.P., and et.al., 2016. Managing regional consumer market based on the
improved approach to evaluating customer needs for food commodities. Journal of Applied
Economic Sciences. 11(8). p.1681.
Stephens, D.L., 2016. Essentials of Consumer Behavior. Taylor & Francis.
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Wawira, P.L., 2016. Marketing strategies and performance of large hotels in Nairobi
County.
Yi, Z.G., 2017. Marketing Services and Resources in Information Organizations. Chandos
Publishing.
Online
7 Ps of Marketing Mix. 2016. [Online]. Available through:
https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketing-
mix---from-4-p-s-to-7-p-s>.
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