(pdf) Marketing Essentials - John Cadbury

Marketing Essentials

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 (Babin and 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

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
to attract more and more customers. That directly leads to increase in sales,
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 the macro 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
all techniques 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.
Production and Marketing:- Production department is the department which
manufacture products on a daily basis and according to the demand in the market. The
department have a control on overall production processes. Accordingly, if marketing
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

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 motivated and 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.
M2 Significance of interrelationship between marketing and other functional unit of an
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 premium and 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 guides the 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 Marketing Cadbury Nestle
Products Cadbury have huge standard
product line up. They deals
with many categories like
products for occasions,
seasons, beverages and
desserts, biscuits etc. The
company sell its products to
different countries and the
Nestle also deals with same
product line like chocolates,
beverages but slightly
difference of some products
Nestle Everyday, ready to eat
dishes like Maggie, Maggie
sauce, Maggie cubes, Maggie
pasta etc. and Nescafe coffee.

decisions totally depend upon
the demographic factors of that
country like taste and
preferences, competition,
demand fluctuations, costs and
weather condition (Malhotra
2015). The company throws a
huge impact in the
marketplace because of its
product portfolio's.
Price Cadbury works on different
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
work on Economy pricing
strategy to offer different price
s and sizes to serve large
customer base. Bundled
pricing strategy in which
Cadbury sells multiple
products at lower price or
discounted price at the time of
festivals.
For chocolates Nestle using
competitive pricing strategy in
which they follow competitor's
strategy in the form of taste,
quality, geographical area in
which they served and many
more. The customers are
willing to pay more if the
Quality of product is good
(Mueller 2015). The price of
Maggie is quite higher as
compare to yippee noddles and
wai wai also the customer base
of Maggie is larger as compare
to others. It shows that
customer can pay more for
better taste and quality.
Place The products of Cadbury are
available at rural and urban
areas worldwide and serve
Nestle has same distribution
channels as other have but
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
help of these two products.
Nestle is operated its business
in various nations such as
India, China, Switzerland and
many more.
Promotion Promotion plays a very
important role in establishing a
product. Cadbury major
Promotion goes for Dairy Milk
(Nirschl and Ottman 2017).
Various advertisements,
posters and events are
organised to promote the
brand. Cadbury promotes itself
on platforms like television,
radios, newspapers, and on
internet as well to tap the
different segments at the same
time. Company also appoints
various brand ambassadors in
different countries to target
their audience.
Nestle always have different
promotional strategies that
gives an edge to their products.
The promotional strategy of
the Company focuses on
individual products rather than
the whole brand. Like, Maggi
and Nescafe are considered as
different products and have
different customer base. Kit-
Kat as well have an audience
which is not connected with
Nestle. It should focus on
brand positioning as well as
product positioning to attract
customers towards the brand.
Process This element of marketing mix
consider certain set of
activities that cadbury products
has to go through (Pike 2016).
The process is three fold. The
first is input, then,
Nestle have a variety of
products like chocolates,
coffee, baby food, cereals and
many more, in which it
deals,so, there is no specific
process followed. But for

transformation process ,and
lastly, output. To make the
process clear and addressing
the previous controversies, the
factories of cadbury is open for
students of schools and
colleges to see how it is
prepared and learn a thing or
two out of it.
chocolates, it is very
complicated process. It is also
stated that the factories of the
brand is very modern and
organised which makes the
whole process easier. Factories
are not open for visits which
eliminates the element of
transparency. The vending
machine machine of Nescafe
serves as a proof that Nestle
have understood the need of
market.
People The people involved in
Cadbury currently goes around
71,000. The employees here
enjoys various benefits like
insurance plans, 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
currently goes to around
300,000. It provides various
employee retention scheme to
gain the trust of employees. It
involves various benefits and
perks, employee health and
wellness program, different
rewards related to the
performance of employee,
providing effective business
environment, career
development and Corporate
Monitoring Program to
provide employees with the
support and knowledge.
Physical Evidence It states about the every Nestle physical attributes

physical feature related to the
product, it involves ambience
of the product to the packaging
of the product. Here, the
packaging plays a vital role, as
everybody who is associated
with the brand Cadbury knows
the way they package their
product (Purvis 2015). It
follows a unique way of
packaging which differentiates
them with their competitors.
For Example, Dairy Milk has
always been marketed with the
purple colour as the packaging
of the chocolate is done in
same in the colour, which
makes it easy to identify.
suggests that it has better
connectivity with the audience.
For example, Nescafe has set
various small coffee corners
with their brand logo on it
around the city to promote
their products and to create a
better connectivity with the
customers at the ground level.
Also, various vending
machines are provided in
offices, fairs of Nestle'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
effective strategies could be formulated to achieve competitive advantage. By applying
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
Marketing plan 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 Porr 2017). 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.
Strength Weakness
 Strong brand image of Cadbury act
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.
 Cadbury has a successful marketing
and advertisement campaign which is a
biggest strength of company that help it
in promoting its newly launched
product much effectively.
 Today large number of people are
getting more health conscious and the
image of Cadbury is formed as a
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.
Opportunity Threat
 Cadbury is operating its business at  The biggest threat in front of Cadbury

global level which is a greater
opportunity for company. This is
because by getting acceptance at UK
market it can launch its flavoured milk
at international level that help it in
gaining higher revenue more quickly.
 Company can open up their own
physical store which support in offering
its product or services in more effective
manner and this will also be accepted
by customers much quickly.
is number of competitors who are
already present in market that offer
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:-
Particulars 1st year 2nd year 3rd year 4th year
Initial
money
10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales
publicity
2000 2000 1000 1000
Direct
selling
4000 3000 1000 1000
Total 25000 7000 10000 9000
As per the above given marketing budget of Cadbury, it has been evaluated that company
has to investment 20000£ in 1st year 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
decided in marketing plan that customers would be segmented as per demographical
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:- The price of Flavoured milk will be kept economic by adopting market
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.

 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
marketing goal a company must ensure that it maintain a proper coordination and
communication between different functional unity to achieve effective and efficient
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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