Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1. Explain the key roles and responsibilities of marketing functions.......................................3 M1 Roles and responsibilities of marketing in context of marketing environment....................5 P2. Explain how role and responsibilities of marketing related to the wider organization context........................................................................................................................................6 M2 Significance of interrelationship between marketing and other functional unit of an organization.................................................................................................................................8 D1 Critically evaluate key elements of marketing function and its interrelation with other functional unit.............................................................................................................................9 TASK2...........................................................................................................................................10 P3. Compare the ways in which different organization apply the marketing mix to marketing planning process to achieve business objectives.......................................................................10 M3 Different tactics used by Cadbury to achieve business objectives.....................................14 TASK3...........................................................................................................................................14 P4 Produce and evaluate a basic marketing plan for an organization......................................14 M4 Detailed evidence-based marketing plan...........................................................................18 D2 Strategical marketing plan that applies the use of 7Ps for achieving marketing objectives ...................................................................................................................................................19 CONCLUSION.............................................................................................................................19 REFERENCES..............................................................................................................................21
INTRODUCTION Marketing essential refers to strategies and plans which are develop by a manger of an organization in order to attain goal and objectives in effective and efficient manner. By effective marketing essential they able to attract more and more customers in order to attain its target in proper manner (Babinand Zikmund 2015). So it is necessary for all organization to develop marketing essential in effective and appropriate manner. Organization which is taken for this assignment is Cadbury which is founded by John Cadbury in year 1824 as well as it is known as one the best British chocolate brand. They are operating their business in confectionery industry and it is headquartered in Uxbridge, London, England. They offer variety of products at worldwide market. Such as milk chocolates, egg cream, rose’s selection box and many more. Moreover markets covered by them are United Kingdom, Ireland, India, New Zealand, Canada, Malta and many more. This report include topics such as role of marketing and how it will interrelated with other functional units, comparison of ways according to which an organization use elements of marketing mix to attain overall objectives. Along with this it include steps use for development as well as evaluation of a basic marketing plan in effective and efficient manner. TASK 1 P1. Explain the key roles and responsibilities of marketing functions In an organization marketing department plays an essential role and responsibilities that is promoting business in proper and effective manner that will leads to increase in sales of its products and services. They also conduct research as well as analysis of market in order to identify their target or potential customers or audiences. Along with this they also in developing products and services according to needs and demand of customers so that they able to increase sales in proper manner (Babin and Zikmund 2015). In respect of Cadbury, their marketing department plays essential as well as important role which leads to their sales day by day in effective manner. Their marketing department manager also conducts analysis of market as well as culture of market or country. Then they will develop advertisements and products accordingly in order to attract more and more customers in effective and appropriate manner. There are some key role and responsibilities which is conduct by marketing function of Cadbury, some major of them are explained below:-
Market analysis and gathering information:It is consider as one of the most important and essential role of a marketing department in which they conduct analysis and evaluation of market in effective and appropriate manner, in order to develop appropriate strategies (Bačík, Štefko and Gburová 2014). Along with this, it is also necessary to develop as well as collect appropriate information which will help in conduct work and developing strategies. In context of Cadbury their marketing department conducts market analysis of different different countries which help them in gathering information and data. That will help them in developing strategies and plans according to need and requirement of customers according to different places. Marketing planning:Marketing department help an organization in developing goal, target and objective and accordingly help them in developing plans in order to achieve it in effective and appropriate manner. For proper marketing planning manger of a company conduct analysis of market and collect data as well as information which will directly and indirectly help them in attaining target and goal in proper manner. In context of Cadbury, such as company management decide to expand their market shares by 25 percent through particular products. Then marketing manager of respective department conduct analysis in order to plans and strategies through which they able to achieve target in proper manner. Product designing and development:Marketing department of a company conduct market analysis through which they able to understand and identify need and demand of customer (Baker and Magnini 2016). That will directly help in developing product and services according to need and demand of customers. Due to which there will be enhancement in sales of products and services because customers are getting what they are wanting. In respect of Cadbury, there marketing department conduct market analysis and evaluation by which they able to know need and demand of different location or countries customers. Then accordingly they will design product and develop it so that they able to satisfy demand and need in appropriate and effective manner. Branding:It is consider as one of the important role of marketing department in an organization. By help of marketing peoples company able to develop special identity of every products and services in effective manner. They also give unique name to
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products and service in order to distinct it from its competitors company. This process or technique of giving different and unique name is known as branding. In context of respective company their marketing manager conduct market analysis and design product accordingly and also do its branding in proper manner which help in attracting customers in effective manner (Baker and Saren, 2016). Effective promotion:Through the help of marketing department an organization able to promote their products and service in appropriate manner through which they able toattractmoreandmorecustomers.Thatdirectlyleadstoincreaseinsales, profitability ratio and market shares in proper manner. There are several methods which can be adopt by company for effective promotion of their products and service such as personal selling, sales promotion, publicity and advertisement through various channels. Such as social media, digital media, print media, television and radio. In respect of Cadbury they use all the media in order to promote their products in effective manner. So that they able to cover large ratio of potential customers that leads to increase in sales as well as profitability. Above mentioned are some major role and responsibilities which is face by marketing department of Cadbury in order to increase sales and numbers of customers. M1 Roles and responsibilities of marketing in context of marketing environment Marketing plays an essential role within the growth as well as success of an organization at marketplace. But in order maintain sustainability in marketing environment it is very essential for Cadbury to have knowledge regarding themacro and micro factor that may affect its brand image within marketing environment (Brady 2014). So, while performing marketing activities it is very essential for a Cadbury to comply with roles and responsibility that it have toward the marketing environment. These roles and responsibilities are explained below:Developing marketing strategies effectively:-Main role of Cadbury's marketing manger is to formulating effective strategies that could help company in dealing with competition and be able to perform its operations at less possible expenses.Act ethically while promotional activities:-The marketing manager of Cadbury is responsible for performing its promotional related activities in ethical manner. It must promote its brand in a manner that must not attract persons by misleading them.
Provide accurate information:-It is very essential for a marketing manager of Cadbury to provide real and accurate information and must not try to make its customer fool by providing wrong information just to attract them and make profit. P2. Explain how role and responsibilities of marketing related to the wider organization context Marketing is a very broad term and is often get confused with selling. But selling is a part of marketing. Marketing cite up the acts that involves in promotion of selling and buying of products. Marketing starts before the production of products starts and continues even after the selling of products(Bryson and Daniels 2015). And because of that it is very crucial to understand a better relationship of marketing department with various other departments involve in the organisation. Various other departments are Finance department, Production Department, IT department, R&D department and Human Resource Department. Cadbury is a brand that deals in confectionery,that is, production and selling of different types of chocolates and even get succeed in it. But in order to maintain its position in marketplace it is very essential for Cadbury to improve its performance continuously by maintaining a proper coordination among its functional unit. These interrelations and benefit are explained below: Finance and Marketing: Finance department deals in the financial aspects of the business. It accounts all the accounting and monetary areas of the company. Cadbury marketing department has to go through a close relationship with the finance department. It is necessary for the marketing department to ensure there are enough funds in the organisation so that it can do alltechniques to promote sales in the market. Activities undertaken by marketing department involves sales promotion, advertisement, distribution and research. And to do that there need adequate funds which can only be released by the finance department. Finance Department of Cadbury releases budget to every department to carry out the operations required, even, to marketing department as well. Here, at Cadbury every department has to show where and for what they require funds for. So, marketing department first disclose the areas for which activities they need funds for,and then, only the finance department issues the money. It simplifies the process and the organisation is also aware of what is happening and whether the funds been used for the right means or not(Cabrera and Williams 2014). Marketing and IT: Information Technology Department has become one of the most important department over some years. IT department takes care of every major and minor aspects of the business. It helps the other departments of the organisation to carry out their
functions properly. Marketing department and IT department has to go hand in hand to make all the activities run smoothly. As it is very clear that, in marketing, trends changes regularly and organisation need to be updated as everything has become tech friendly. Nowadays, everything is tech-friendly and IT and marketing departments need to work closely to create something new and innovative for the customers to create a competitive advantage and to get an edge in the market(Campbell, Martin and Fabos 2018). Here, in Cadbury, IT Departments helps the other departments to run smoothly. They create the working order of the business. IT department perform two functions for Marketing department,namely, Major function and Minor functions, Major Functions include creating websites, product enhancement, data analysis, database management and CRM. And Minor Functions involves invoicing, photocopying, letter writing, posting the mail, attending meetings, writing minutes, typing minutes, keeping records of the relevant information, maintaining the computer system and software, security of system and building and cleaning the system. ProductionandMarketing:-Productiondepartmentisthedepartmentwhich manufacture products on a daily basis and according to the demand in the market. The departmenthaveacontrolonoverallproductionprocesses.Accordingly,ifmarketing department want to satisfy the needs of their customers and want to expand in the market so, it is important that they will aware about taste and preferences of customers because the taste of consumers changes very fastly so, the marketing professional have to provide the exact information to the production department(Carr 2014). Accordingly, they will manufacture such a product which give value and satisfaction to the consumer. The same information is use by marketing professional at the time of promotion. By seeing tremendous growth of Cadbury from last few years it would be favourable to say that they have strong relationship between both the departments (Marketing and Production ) which helps in to achieve competitive edge in the market. Research and development and marketing:-The research and development department innovate the product line or whole processes of Cadbury also re-engineering the process which is not at all generates any revenue for the company. For, this they include marketing professionals to go out and collect informations as much as possible from market through questionnaire, direct meeting with customers, through phones etc. after then the collected information handle to research and development department and they use some theories, methods, experiments and
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observations on the given situation or problem. Accordingly, they will analyse the effect of implementation of product, success or failure, analyse the competition in the market and try to determine is there any gap in the market of the Cadbury. Marketing with Human Resources:-Human resource department of Cadbury keeps everyone happy by the welfare of their employees, staff as well as business. Because the HR department of Cadbury believes that if the company have happy employees and staff so, they will get motivatedand work more and more effectively and efficiently(Eng 2017). The marketing and HR department of Cadbury highly inter-related to each other because at the time of recruitment in the organization marketing professional plays an important role by advertising of recruitment and selection programmes on the behalf of the company and also decides various modes through which advertisement will be displayed. Cadbury also concentrated on providing best training and development programmes to their employees and the best module of training is searched by marketing professionals itself. M2Significanceofinterrelationshipbetweenmarketingandotherfunctionalunitofan organization Coordination among departments is consider as one of the most essential part of an organization which help it in staying competitive and productive within marketplace. Hence, by maintaining an interrelation between functional units through proper communication flow, Cadbury will be able to enhance its quality of operations, following ere the significance of interrelation between marketing and other functional units: Customer attraction:-By maintaining a proper interaction with research & development department, marketing unit of Cadbury will be able to formulation promotion strategies that help in attracting larger number of customers (Groucutt and Hopkins 2015). Performance enhancement:-With the proper coordination among various departments, Cadbury would be able to enhance the skills and capability of its employees. This is because a team work leads to sharing of ideas that help in determining new or more effective way to perform task with efficiency. This will contribute toward improving the employee's performance. Avoiding conflicts at workplace:-By maintain a proper coordination and interaction among different functional unit, Cadbury would be able to avoid conflicts among its
employees' at workplace. This further support in reducing the chance of error or employee's job dissatisfaction. D1 Critically evaluate key elements of marketing function and its interrelation with other functional unit. Marketing is consider as most crucial part of organizations' success as it assist in making customer inform about the availability and benefit of products that are offered by company. In addition to this it also help in improving its brand image at marketplace which assist a company to keep competition away from its practices (Hair and 2015). Cadbury is well known for its marketing activities as well as proper maintenance of its marketing elements which supported it to position itself as a king within market. But in order to sustain at this position in marketplace it is very essential for Cadbury to maintain a proper interrelationship between its marketing element i.e. product, price, place, promotion with other functional units of company. This will help Cadbury in maintaining a competitive advantage at marketplace. Following points describe about the key elements and their interrelation with other functional unit of Cadbury: Product:-Cadbury deals in variety of product which range from a candy, chocolates to milk additives. But company operates in competitive environment and for maintaining sustainability along with keeping customer satisfied it is very essential for production and R&D unit to maintain coordination so that products could be produce as per customer demand. Price:-The products of Cadbury are categories in various sections so that it will be able to serve and target people with several income level such as price of products like Bournvile, Orea is premiumand on other side it offer dairy milk chocolate at economic price (Hashim and Hamzah 2014). Hence, in order to main product in demand it is very important for Cadbury to maintain a proper interaction between marketing and finance department so the cost of product could be adjust which will be reasonable for customer and also help company to earn profit. Place:-It includes distribution channel which Cadbury uses in order to deliver its product to customers effectively. So in order to provide product or services effectively to customers and on time, it is very essential Cadbury to maintain a proper interaction between its R&D and logistic department. This will help logistic unit to identify the
requirement of products to be deliver so that stock will remain updated each time when a customer visit the store. Promotion:-This includes number of activities performed by Cadbury in order to promote its product as well as brand. But in order to achieve maximum benefit i.e. customer footfall, it is very essential for company to maintain a proper coordination between R&D and marketing department. So by getting information related to customer demand through R&D, marketing unit would be able to develop an effective promotional strategy that help in enhancing volume of sale (Kennedy and Parsons 2014). TASK2 P3. Compare the ways in which different organization apply the marketing mix to marketing planning process to achieve business objectives Marketing mix is a marketing tool which businesses uses to decide its marketing objectives. It is a framework which is a part of comprehensive plan for making strategic decisions when introduce any product in the market or upgrade any product by the marketing professionals to gain competitive advantage. Marketing mix helps Cadbury to build a long term value in the market(Lane 2016). It assist Cadbury to formulate a business plan and strategies in the way that it will grow in the market by suitable pricing strategy and help in to create huge market. With the help of marketing mix Cadbury make an effective strategies to serve large target market. It guidesthe company to increase their productivity in dynamic business environment. Here are the comparison between marketing mix of Cadbury and its rival Nestle: 7 P'S of MarketingCadburyNestle ProductsCadburyhavehugestandard productlineup.Theydeals withmanycategorieslike productsforoccasions, seasons,beveragesand desserts,biscuitsetc.The company sell its products to differentcountriesandthe Nestlealsodealswithsame productlinelikechocolates, beveragesbutslightly differenceofsomeproducts Nestle Everyday, ready to eat disheslikeMaggie,Maggie sauce, Maggie cubes, Maggie pasta etc. and Nescafe coffee.
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decisions totally depend upon the demographic factors of that countryliketasteand preferences,competition, demand fluctuations, costs and weather condition(Malhotra 2015).The company throws a hugeimpactinthe marketplacebecauseofits product portfolio's. PriceCadburyworksondifferent pricing strategy like skimming pricing strategy. The price of some products like Bournville and Cadbury silk is quite high to take the advantage of some people who have willing to try new quality or taste. It is also workonEconomypricing strategy to offer different price sandsizestoservelarge customerbase.Bundled pricingstrategyinwhich Cadburysellsmultiple productsatlowerpriceor discounted price at the time of festivals. ForchocolatesNestleusing competitive pricing strategy in which they follow competitor's strategy in the form of taste, quality,geographicalareain which they served and many more.Thecustomersare willingtopaymoreifthe Qualityofproductisgood (Mueller 2015). The price of Maggieisquitehigheras compare to yippee noddles and wai wai also the customer base of Maggie is larger as compare toothers.Itshowsthat customercanpaymorefor better taste and quality. PlaceThe products of Cadbury are availableatruralandurban areasworldwideandserve Nestlehassamedistribution channelsasotherhavebut with different tactics. The most
large customer base and well know for its robust distribution channel in the global market. demanding product of Nestle is Maggie and Nescafe with the helpofthesetwoproducts. Nestle is operated its business invariousnationssuchas India, China, Switzerland and many more. PromotionPromotionplaysavery important role in establishing a product.Cadburymajor Promotion goes for Dairy Milk (NirschlandOttman2017). Variousadvertisements, postersandeventsare organisedtopromotethe brand. Cadbury promotes itself onplatformsliketelevision, radios,newspapers,andon internetaswelltotapthe different segments at the same time. Company also appoints various brand ambassadors in differentcountriestotarget their audience. Nestlealwayshavedifferent promotionalstrategiesthat gives an edge to their products. Thepromotionalstrategyof theCompanyfocuseson individual products rather than the whole brand. Like, Maggi and Nescafe are considered as different productsand have differentcustomerbase.Kit- Kat as well have an audience which is not connected with Nestle.Itshouldfocuson brand positioning aswellas product positioning to attract customers towards the brand. ProcessThis element of marketing mix considercertainsetof activities that cadbury products has to go through(Pike 2016). The process is three fold. The firstisinput,then, Nestlehaveavarietyof productslikechocolates, coffee, baby food, cereals and manymore,inwhichit deals,so, there is no specific processfollowed.Butfor
transformationprocess,and lastly,output.Tomakethe processclearandaddressing the previous controversies, the factories of cadbury is open for studentsofschoolsand collegestoseehowitis prepared and learn a thing or two out of it. chocolates,itisvery complicated process. It is also stated that the factories of the brandisverymodernand organisedwhichmakesthe whole process easier. Factories are not open for visits which eliminatestheelementof transparency.Thevending machine machine of Nescafe serves as a proof that Nestle have understood the need of market. PeopleThepeopleinvolvedin Cadbury currently goes around 71,000.Theemployeeshere enjoysvariousbenefitslike insuranceplans,pension, maternity and paternity leaves, vacation and paid time off, job training, gym membership and many more(Pike 2015). This is done to preserve employees and to create a better business environment. The people working for Nestle currentlygoestoaround 300,000. Itprovides various employee retention scheme to gain the trust of employees. It involves various benefits and perks,employeehealthand wellnessprogram,different rewardsrelatedtothe performanceofemployee, providingeffectivebusiness environment,career developmentandCorporate MonitoringProgramto provideemployeeswiththe support and knowledge. Physical EvidenceItstatesabouttheeveryNestlephysicalattributes
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physical feature related to the product, it involves ambience of the product to the packaging oftheproduct.Here,the packaging plays a vital role, as everybodywhoisassociated with the brand Cadbury knows thewaytheypackagetheir product(Purvis2015).It followsauniquewayof packaging which differentiates themwiththeircompetitors. For Example, Dairy Milk has always been marketed with the purple colour as the packaging ofthechocolateisdonein sameinthecolour,which makes it easy to identify. suggeststhatithasbetter connectivity with the audience. For example, Nescafe has set varioussmallcoffeecorners withtheirbrandlogoonit aroundthecitytopromote their products and to create a betterconnectivitywiththe customers at the ground level. Also,variousvending machinesareprovidedin offices,fairsofNestle's Nescafe coffee to promote the product. M3 Different tactics used by Cadbury to achieve business objectives In order to achieve its business objective Cadbury usually focuses toward integrating and mixing up basic elements of marketing in order to analyse current situation of market so that effectivestrategiescouldbeformulatedtoachievecompetitiveadvantage.Byapplying marketing mix analysis tactics used by Cadbury has been determine which support company in accomplishing its business objective(Rowley 2016). It includes, Cadbury uses skimming pricing strategy for its premium product and economic pricing strategy to offer its product in different sizes.
TASK3 P4 Produce and evaluate a basic marketing plan for an organization Marketingplan is refers to as a comprehensive written document which outlines the strategies related with promotional and other marketing related activities that company is going to perform in upcoming year. This documents includes a detail description about the marketing objectives that a company want to achieve along with the number of activities that are going to be performed in order to accomplish these goal. Hence, this marketing plan act as a guideline which monitor workforce regarding the path they have to follow and to which they must align their effort in order to achieve maximum benefits(Ryan 2016). Therefore by maintaining an effective marketing plan Cadbury would be able to achieve maximum benefit at marketplace. This is because it includes a step by step execution of operations which ensure effective marketing practices by identifying the customer demand and aligning it with the strategies to accomplish these goals. Here Cadbury is planning to launch new product category i.e. flavoured milk with healthy benefits. The marketing plan in this regard is mentioned below: Overview of company :-Cadbury is a multinational company that deals in many confectionery products. It produces and sells various chocolates and candies all over the world. It was established in year 1824 by John Cadbury in England. From last decades, Cadbury has introduced various products in its product mix(Schader 2014). Now, they're trying their hands in Flavoured Milk. These Flavoured Milk will be different from other companies via their taste and health components. This milk will be very healthy and tasty as guaranteed by the Cadbury. Currently, they will launch it in flavours like Chocolate, vanilla and strawberry. Vision:- “To capture a larger market share by keeping competition away from market place by offering quality products.” Mission :- “To offer a product which deliver a good taste along with the healthy benefit to customers. ” Marketing objective :- Main objective of Cadbury is to expand its customer base by reducing the competition present in market. But in order to achieve this goal it is essential for Cadbury to formulate
SMART objectives which are specific, measurable, achievable, reliable and time bound. The SMART objective of Cadbury for new product launch is explained below: To expand its market share by 10% within 8 months of product launch To increase its sale up-to 12% in one year. SWOT analysis:- It refers to an analytical tool which work toward evaluating internal as well as external environment of organisation in which it works in order to determine the strength and weakness that a company have along with opportunities and threat present in external environment(Stern and Porr2017). By performing SWOT analysis, Cadbury would be able to determine the existing strength which support it in launching a new product in marketplace along with the opportunities that are present in market and Cadbury could avail to achieve greater success with the help of its strength. In addition to this it would also be able to determine threat that could affect its product or growth in market place so that timely measures can be taken to avoid such risk and accomplish their marketing objectives. StrengthWeakness StrongbrandimageofCadburyact positively in case of its new product launch as customer's trust over brand will easily attract them to try its new flavoured milk products. Cadburyhasasuccessfulmarketing and advertisement campaign which is a biggest strength of company that help it inpromotingitsnewlylaunched product much effectively. Todaylargenumberofpeopleare getting more health conscious and the imageofCadburyisformedasa company that deals in sugary product that promote obesity. So this may affect the market share of company. Few events regarding the product recall also affecting the image of Cadbury at some extent. This may also affect the choice of customer in adopting new product. OpportunityThreat CadburyisoperatingitsbusinessatThe biggest threat in front of Cadbury
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globallevelwhichisagreater opportunityforcompany.Thisis because by getting acceptance at UK market it can launch its flavoured milk atinternationallevelthathelpitin gaining higher revenue more quickly. Companycanopenuptheirown physical store which support in offering its product or services in more effective manner and this will also be accepted by customers much quickly. isnumberofcompetitorswhoare alreadypresentinmarketthatoffer flavoured milk like Nestle. This may influence the choice of customers and also leads to reduce in assumed profit share. Inflation rate of UK is relatively higher that can increase the cost of product and may also lead company to increase its product cost. STP model:- It refers to a model which help a marketer to create a communicational plan that support in prioritising the propositions so that a company would be able to engage with its main customer segment. This model consist of three elements such as Segmentation, targeting and positioning which help Cadbury in dividing its customer base, prioritising some and then positioning its product within marketplace(Van der Wagen 2015). This help Cadbury in launching its product much effectively in market place that provide maximum profitability. Segmentation:-It refers to the process in which the whole market is divided into small sections that consists of group of people who are common in term of their choices, preferences and buying pattern. Market is usually segmented on the bases of three categories that are demographical, behavioural and geographical. In demographical segmentation market is divided as per the different characteristics shared by the customer such as age, gender, education, income level, marital status and many more. On the other side behavioural segmentation is performed as per the kind of behaviour or purchasing patter customer exert toward the product or services present in market. In geographical segmentation, market is usually divide on the bases of several geographical regions. For launching its new product range of flavoured milk, Cadbury has decided to divide its market on the basis of demographical segmentations.
Targetting:-It is defined as the process of prioritising the customer group that has been segmented in order to determine more appropriate and profitable section that leads to greater success in marketplace. So that it would be able to align all its effort toward the particular customer group(Wilson 2014).. In context of flavoured milk product launch , Cadbury has decided to target people from the age group of 6-50 years old. Positioning:-It defined as the process of position the product in marketplace by evaluating all the positive as well as negative factors that are present in marketplace. In context of Cadbury, it is planning to position its flavoured milk as a product which provide healthy benefit with taste i.e. it is not processed in sugar hence doesn't produce fat. This positioning strategy will help in attracting larger number of customers. Marketing budget:- Particulars1styear2ndyear3rdyear4thyear Initial money 10000500050005000 Investment100001000060005000 Total20000150001100010000 Marketing outlay 15000100030005000 Promotion4000100050002000 Sales publicity 2000200010001000 Direct selling 4000300010001000 Total250007000100009000 As per the above given marketing budget of Cadbury, it has been evaluated that company has to investment 20000£in 1styear and total promotion cost would be 25000£, whereas in 4th year total investment will come up-to 10000£ and promotion cost would be 9000£.
M4 Detailed evidence-based marketing plan A marketing plan is refers to a comprehensive document that includes detail about number of activities that are required to perform in particular time period in order to achieve companies marketing objective. Cadbury deals in number of product category and now planning to launch a new range i.e. flavoured milk. So, in order to position it effectively company is required to formulate marketing plan which can guide its employees over the direction over which they have to work(Hashim and Hamzah 2014). In this SWOT analysis has been performed to determine the opportunities and risk present in market. Apart from that it has been decidedinmarketingplanthatcustomerswouldbesegmentedasperdemographical characteristics and targeted customer would fall in age group of 6-50. In addition to this Budget plan has also been produced which help in making fund available to marketing team which they require to perform operations. D2 Strategical marketing plan that applies the use of 7Ps for achieving marketing objectives Strategical marketing plan help Cadbury in accomplishing its marketing objectives as it involve tactics that are formulated by adopting a proper mix of seven marketing elements. Following are the tactics formulated by Cadbury for launching its flavoured milk : Product:- Cadbury has decided to launch a new product range i.e. flavoured milk which includes various flavours such as strawberry, chocolate, mango and many more. These products are not prepared from processed sugar hence are healthier. Price:-ThepriceofFlavouredmilkwillbekepteconomicbyadoptingmarket penetration strategy which help Cadbury in positioning its product much effectively within marketplace. Place:-Cadbury has decided to launch its product in UK market in its initial stage and after getting acceptance in this market it further proceed to expand it to other countries. Promotion:-In order to promote its flavoured milk Cadbury will use its existing method such as placing ads over social media sites, television and newspapers (Hair and 2015) . Process:-The processed milk will be delivered to customer by maintaining its existing supply chain i.e. product will be break in bulk which then moved from factories to wholesaler and then at retail stores from where customer can get it. People:-In order to launch this product, Cadbury has decided to targetted people who falls under the age of 5-40 years.
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Physical evidence:-For attracting customers toward the product, Cadbury has decided to apply posters over retail stores that are displaying the flavoured milk which company is offering. In addition to that, these flavoured milk is available in a stylish and colourful bottle which looks attractive and also reusable which support in attracting customers toward it. CONCLUSION From the above given report it can be summarised that marketing plays an essential role within the success and growth of company. Hence an organisation must focuses toward producing a marketing mix that help in formulating strategies to target, persuade and attract customer toward offers of customer. But while formulating this strategy a company must comply with its role and responsibilities related with marketing activities for performing their actions in ethical and reliable manner to achieve greater success at marketplace. But for accomplish its marketinggoalacompanymustensurethatitmaintainapropercoordinationand communicationbetweendifferentfunctionalunitytoachieveeffectiveandefficient performance. In addition to this it must also focuses toward developing an effective market plan which provide proper guidance to accomplishment of organisational goals.
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