Marketing Essentials - Cadbury Assignment

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Introduction to concept of marketing and current and future trends.......................................1
2. Overview on different marketing processes............................................................................2
3. Roles and responsibilities of marketing manager in context of Cad-bury..............................3
4. Explaining how marketing influences and interrelates with other functional departments of
Cad-bury......................................................................................................................................4
5. Value and Importance of marketing role in Cad-bury............................................................4
6. Conclusion that emphasise significance of having effective relationships between different
functional departments................................................................................................................5
TASK 2............................................................................................................................................5
7. Comparing ways by applying marketing mix to marketing planning process to achieve
business objectives......................................................................................................................5
TASK 3............................................................................................................................................7
8. Producing and evaluating basic marketing plan for Cad-bury................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term marketing is defined as an activity or process to create, communicate, deliver
and exchange goods and services with customers those who have potential to afford it (Babin
and Zikmund, 2015). In other words, it is also defined as act or process to buy and sell goods. In
the following report, Cadbury has been taken into consideration. It is a British multinational
confectionery company and is the second largest brand after Mars. It is headquartered in
Uxbridge, London, England. It is known for its dairy milk chocolate. The vision statement of
Cadbury is to work together in order to create brands that people love. Their vision is also to give
directions to the employees about how they should behave and also inspires them in order to give
their best. The mission statement states that Cadbury means quality. The main objective of this
brand is to develop differentiated product in order to achieve profitable growth.
In the following report, concept of marketing and its current and future trends will be
explained in deeply along with various marketing process. Further, roles and responsibilities of
marketing manager will be analysed. Thus, interrelationship of marketing with other functional
department of Cadbury will also be discussed in this report. Comparison will be done between
Cadbury and its competitor Nestle with help of marketing mix. In addition to this, this report will
also highlight on marketing plan of Cadbury that will be explained in detail.
TASK 1
1. Introduction to concept of marketing and current and future trends.
Marketing is defined as an action that is taken by particular business in order to promote
and sell products. It also includes marketing research and advertisement. On the other hand, the
concept of marketing is that belief which company has to assess about customers’ needs and
requirements and take it as their first priority (Baker and Saren, eds., 2016). Thus, by taking
needs of customers into consideration, Cad-bury take innovative decisions so that they can easily
meet the needs of consumers and meet their satisfaction level easily as compared to that of
competitors. Further, the current and future trends of marketing have been discussed below -
 Social media marketing- This marketing style is termed as that process in which attention
of different types of customers is gained through various sites of social media. This is one
of the most important current trending techniques related to marketing which can be used

by Cadbury. This technique of marketing helps the cited organisation in increasing sales
and leads.
 Retargeting campaigns- It is a type of online advertisement of a brand that will assist
them in making themselves as the most recognisable brand in front of customers included
in market after they start leaving their respective website. As website will result in
converting only 2% of visitor as the first one. In other words, this advertisement targets
those customers that are based on their previous internet actions (Wu and Li, 2018).
 Text message advertisements- This is also the most important trend that has to be taken
into consideration by Cadbury. Advertisement that is done with the help of Text
messages is termed as the easiest way in order to connect with variety of customers in
terms of sales, special promotions and also important news. Further, it is effective as it is
activity that is based on permission. Therefore, consumers have to opt in an organisation
in order to receive a marketing text message.
Marketing concepts
Illustration 1: Marketing concepts
(Source: 5 Marketing Concepts, 2017)
 Production concept- in this concept, consumers demand for products that are available
easily in market and which are highly affordable by them. This concept guides sellers and
is one of the most oldest marketing management orientations. In this concept,