Marketing Strategies of Chocolate Companies

This assignment delves into the marketing strategies employed by Cadbury and Nestle in the chocolate industry. It examines their brand positioning, marketing channel management in foreign markets, and content marketing strategies. The analysis draws upon various academic sources, including case studies and research papers on consumer behavior, global marketing, and corporate social responsibility. Students are expected to critically evaluate the effectiveness of these strategies and identify key insights for success in the competitive chocolate market.

MARKETING ESSENTIALS

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1 Explaining key responsibilities and roles of marketing function...........................................3
P2 Roles and responsibilities of marketing in Cadbury...............................................................6
LO2..................................................................................................................................................8
P3) Comparing the elements of marketing mix (7ps) to achieve objectives in Cadbury. ..........8
LO3 ...............................................................................................................................................12
P4 A basic marketing plan for Cadbury.....................................................................................12
Conclusion.....................................................................................................................................16
References......................................................................................................................................18

Introduction
Marketing can be termed as one of the crucial tools in the modern business. The
understanding of the Marketplace in the month of the consumers and different marketing strategy
has helped in profitable relation with quality among the customers. In this study, Cadbury is
taken as one of the important aspects to understand about the different marketing roles and
departments of a particular organisation. The innovative approach towards the marketing strategy
in the chosen organisation and the awareness regarding the marketing Essentials has helped the
current scenario around the world. Thus the study has focused on the market structure and the
reasons for the high revenue of the organisation. The marketing mix has helped to understand the
marketing planning process for Cadbury thoroughly with proper planning and business
objectives. It also focused on being a basic market plan which has supported and evaluated in the
growth of the business. The focus on the marketing essential and the roles of marketing function
has an interrelation with another purpose. It has helped to compare the ways of the application of
different strategies in the organisational goal.
LO1
P1 Explaining key responsibilities and roles of marketing function
The marketing in any organisation can be termed as the decision-making process which
will relate to the products, marketing channels, prices, physical distribution and promotions.
Relationship of marketing specialist in the marketing decisions and planning is essential for the
organisation. It is a group of marketing person who brings the decision together for marketing of

the particular product in a specific place. It interlinked with the marketing function of the
organisation who plays a vital role in identifying and sourcing the potential successful products
in the Marketplace. The marketing function department promotes the product through
differentiating from similar products. It is one of the typical marketing function types that help in
the product development and marketing plan with different Strategies.
The organisation Cadbury is the second largest confectionery brand internationally, and the
headquarter is in Uxbridge, West London (Bharucha, 2016). It was found in on Birmingham in
1824, and still, now it is successful with its different products of chocolates in all over the world.
The marketing department of Cadbury is very dedicated with 70,000 employees and has
maintained the success till date. The different departments of marketing increase the product
values according to the needs of the customers. The production team along with the marketing
department has maintained the system which has helped to provide, produce and reduce the
amount of food waste in Cadbury. Most of the organisation has opted for an organisational
structure which has a clear chain of command which works within the organisation (Grewal et al.
2018). The several functions of the marketing department have helped in the distribution of
pricing in the organisation. Thus, the roles and responsibilities of the marketing department for
Cadbury are:
Distribution channel: The distribution channel department helps the dairy products of Cadbury
to distribute in the world through different methods which have made the expectation of the
customers by reducing the complaints. It also focused on the movement of dairy products in and
out of the warehouse by supervising the drivers from the firm.

Production manager: The production manager of Cadbury is responsible for continuous supply
of water flowing in all the production staff and also organised in the workforce to meet the order
of the customers.
Managing Director: The Managing Director is one of the critical aspects of business who has
the principal responsibility for running the company. In Cadbury, the Managing Director
monitors continuously about targeting the market strategy and keeping an eye on all the
departments for a successful businessman.
Sales manager: He is responsible for making the contracts with the customer through client
interaction in all over the world. As Cadbury is famous globally, so the managers have to be very
conscious about obtaining the orders from the contracts (Giannino, 2018).
Company accountant: The company accountant deals with the financial status of the
organisation for producing management accounts and financial reports.
Human Resource Management: It develops the suggestion of the management team through
the employees in the business for making a sustainable workplace in the organisation. Recruiting
and hiring the desired candidates, coordinating with the employee benefits and suggesting the
training and development in the organisation is the primary motive of HRM.
In order with the different scales and responsibilities of the various department they also focus
on the marketing Research and marketing planning. This is very important to create an organised
structure in the company. The customer services department in Cadbury also looked after the
requirements of the customers effectively which has not only created efficiency in the
organisation but also increased the customer satisfaction (Bailey, and Alexander, 2017). The
number of complaints has reduced, and most of the employees have got motivated to different
activities. Also, the cross-functional areas of Administration and information technology

department have also helped in servicing the functional area in Cadbury. The support team has
successfully developed the departments with various pieces of training.
Pricing: The marketing department is however responsible for maintaining the price of a product
in company. In addition to this, if the price is stable then more potential customer's are attracted
towards their product in market. The members of marketing department looks forward in pricing
the product efficiently.
Distribution: The various functions of marketing department helps in distribution of product
that is Cadbury in the market. There role is to distribute products according to the customer's
demand and needs. The distribution channel must be strong in the organisation which helps in
achieving more productivity and profitability.
Promotion: In order to increase the selling of Cadbury products the promotional activities must
be performed accordingly. The product can be promoted thorough advertising on social media,
magazines, via friends and family, pamphlets and so on.
Selling: It is the responsibility of marketing department in order to sell products with appropriate
label and packaging which creates an effective personality in the market. In addition to this, the
selling of Cadbury products must be done in market according to customer's demand and
requirements.
P2 Roles and responsibilities of marketing in Cadbury
The marketing department of the Cadbury has played a vital role in promoting the
business and measure of an organisation. It has coordinated with all the materials for the dairy
products so that it can reach out to the customers quickly and globally. The job of the marketing
department is to gain prospect in the organisation by focusing on the customers and investors so
that it can create an overarching image (Madsen, and Rosenbaum, 2018). The role of the

marketing department at Cadbury has helped to interact with the customers who have increased
more demand for the product.
The marketing department of Cadbury has focused on few campaigns in the UK so that they can
identify the best product and can serve the customers. The marketing department also focuses on
producing marketing and promotional materials which includes the core products of services.
Creating content providing with search engines and optimising the website is another important
function of the marketing department in Cadbury. It is done by monitoring and managing
through social media which has contributed more than 70% success till 2017 for understanding
the customer needs. The organisation has also focused on communicating with the employees so
that they can understand the values of the companies and the strategies to meet the goals and
priorities. Recently the marketing department has focused on the customer and market research
which has helped them to define the target Markets and the opportunities for improving the
products globally (Wirtz, et al. 2014). After researching the particular areas, Cadbury has
adopted few responsibilities:
Listen to the customers: February has established separate Facebook pages which includes
Dairy Milk, Wispa, Bournville and hot chocolates. The content of the marketing department is to
focus on a single blog post and the highlights on the needs of the customer. The reorganisation
has deliberately communicated with the customers and achieve the massive levels of engagement
on their Facebook walls.
Trending and monitor competition: Cadbury has focused on the competitors by choosing the
near enough same size business which has helped to benchmark the competitors. The
organisation has focused on the innovative work which has approached the maximisation of the
brand and has included the customer-facing social media outpost. It has also focused on trending

nature in the organisation and has concentrated on more innovations (Blowfield, and Murray,
2014).
Coordinating with the marketing partners: The confectionery company brand is singing voice
with the announcement of the chocolate brands that have come up with the nine reality singing
show in the UK. The marketing department has enabled the essence of Cadbury and the flavours
through engagement for the customers. Cadbury is also focusing on the innovative marketing to
them from their reinvention effort. Earlier this year the organisation has opened “glass and a
half” which was popped up in London’s Soho where customers could trade their own Nick next
in exchange for bars of Dairy Milk.
Innovation: Cadburys is focusing on innovation due to technology changes every day. The
organisation has introduced dairy milk melts which is a premium indulgence Street and Cadbury
flake chocolate to the iconic flake brand. Besides, Cadbury also highlighted non added sugar
chocolate bar for the people who want to manage stress sugar intake and enjoy the tasting Milk
chocolates (Remer, 2015). This has helped to introduce a new meaning in the organisation by
driving the growth in the UK market.
The new product development and the marketing department has helped to develop the brands
successfully without compromising the test and quality of the organisation. The marketing
department has also improved the sales process through communicating with every employee
and motivating the workers to work efficiently in the environment. The marketing department
has also focused on the return on investment which has helped to measure the order check with
objectives in the organisation.
There are various functions that supports in marketing the Cadbury products and also in
increasing the value of the same. This elements can be:

IT: This is the function which helps in gathering the information about customer's demand in
respect to Cadbury products. Moreover, it helps in collecting the data about past demands which
helps in present to increase the demand for the same goods and services.
Finance: In supporting the Cadbury market, this function helps in maintaining the financial
status of the company. In addition to this, finance function refers to show the cost of
manufacturing, packaging, labelling and distribution of Cadbury goods.
HRM: As a manager of human resource in Cadbury firm, it helps in appointing efficient
employee's that helps in manufacturing goods effectively. They also supports the company in
completion of task at appropriate time.
Market segmentation: In this modern world, the market expansion is essential in terms of higher
profitability, Moreover, Cadbury business requires faithful segmentation and it is provided by the
marketing. In addition to this, manager of marketing in organization helps to identify potential
customers with large markets. However, it helps in promoting products and services of the
organisation.
Marketing research: This is considered as a major and significant role of marketing department.
Moreover, the research also reveals the special information of customer's, price, product,
promotion and selling in terms of communicating about goods and services of Cadbury company
in global market.
Brand Equity: The customers also tends to be partial in terms of selecting one over other brands
which helps in getting products and services with added value to it. The process of brand equity
directly help Cadbury organization in increasing their sales production. In addition to this, the
marketing department also helps in providing a better reputation to the company. Moreover, it
also builds strong and effective brand value of Cadbury organization among the customers.

LO2
P3) Comparing the elements of marketing mix (7ps) to achieve objectives in Cadbury.
The marketing mix enables the company to connect with different customers globally. It is the
business strategy and corresponding activities for implementing the marketing plan in the
organisation. The company Cadbury has been specified in seven elements of marketing mix and
moreover the comparison between Cadbury and Nestle has been discussed. In the organisation of
confectionery, the target customers are arranged so evolving of the marketing mix in the
organisation. Both the products are highly in demand which satisfies the customer's. But in
reflection to this, the price of Nestle is low in the market. Thus, the success of the organisation
asset top performing health in the UK has selected the effectiveness of the marketing mix
(Ramli, 2017). The marketing professionals and specialist in Cadbury have used different factors
for attracting and retaining the customer. Cadbury is a brand of drain chocolate which was
presented in the United Kingdom in 1905, and now it is offering around the world. In
comparison with Cadbury and Nestle has been described below through marketing mix strategy.
The slogan of the organisation is Free the Joy. The product contains 23% of cocoa solids which
helps became the products more tasty and fabricated in France. In competition with Cadbury
different organisations have also introduced they are products similar to what Cadbury is
producing. Mars is one of the famous confectionery brands which supplies pet food,
confectionery and provide services related to animal care.

Products: Cadbury is the powerhouse of products with different varieties of chocolates like
Dairy Milk, Bournville, five stars, Perk, Cadbury Eclairs etc. Moreover, Kit-Kat, Munch, Milky -
Bar, Classic are the types of Nestle products. Comparing both the products, Cadbury products
are in more demand that satisfies their customer's. The organisation has introduced new segment
which is the premium Oreo. The product of the marketing mix helps to distinguish the different
products in the organisation by keeping in mind about the needs of the customers. Cadbury has
also opted for Bournvita which is one of the leaders in milk additives. The product of Nestle is
not in more demand as compared to the Cadbury. The organisation has deliberately followed the
marketing mix of product. The sharp lines of product Cadbury have become famous globally. As
the Cadbury taste is delicious and sweet which increases their needs in consumer's. Is compared
with one of the leading brands of UK, Mars, it has also adopted for the success of the
organisation (Grewal, et al. 2018). The organisation divides the business into six segments like
drinks, foods, chocolate, Wrigley, pet care and Symbioscience. It also manufactures non
Convection snacks and pet foods. Munch, Snickers, Bounty, three musketeers, celebrations etc.
are few categorised manufacturing products of Nestle. Cadbury is a unique product owned by the
major manufacturer as compared to Nestle. The organisation not only focused on humans but
also focused on a speech by producing Pedigree which is one of the famous food globally.
Price: With quality price also matters a lot in the environment. In the UK the production of
Cadbury has been widely accepted by all the customers. Nestle sets their price in comparison to
Cadbury products. In addition to this, the price of various Cadbury products have been set as it
makes affordable to their potential customer's. The quality of the product is quite high though
the beverages and oreo require constant marketing to be on top of selling more products. The
products like Perk, five stars and Eclairs has helped Cadbury to achieve more success because of

the flexible price. In addition to the price of Nestle, they cost low as compared to Cadbury as it is
quietly opposite in their taste. The premium brands chocolates due to the Positioning has also
affected the pricing of it chocolate. It is essential for the organisation to focus on the amount of
Bournville as it is quite high as compared to others. On the other hand, Mars has followed the
business or segment through pricing strategy because of the primary target audiences. There is a
flexibility in pricing strategies of Nestle products that fulfil needs and requirements of
customer's. The marketing mix of this strategy is beneficial in maintaining the quality of the
product and reasonable price. It also helps the competitive edge with the leading competitors. It
has adopted premium pricing policy for the products of the pet as well as human (Lantos, 2015).
Place: The distribution of Cadbury is quite high because of the demand which is the high in the
UK due to different competitors. Nestle has set their stores imperatively which is weak in UK as
it is not more in demand as compared to Cadbury. The organisation follows the same procedure
of FMCG Marketing in the world. It has been noted that Cadbury bytes the best cocoa Beans
from Ghana for his chocolates. Cadbury sets their product which makes comfortable to every
client's in purchasing it wisely. The operation of the organisation is more than 200 or more
countries. The channel on the distribution cost of Cadbury is entirely which is one of the main
parts of the concern for the organisation. The value could be taken into consideration during the
distribution of products. Nestle lowers the cost of the product as to increase more demand than
others (AGGREY, 2016). It has different location heads for its expansion in business. Cadbury
chocolate is in New Jersey whereas different products are produced in different parts of UK. It
has different production in Canada as well as in Australia. The famous and robust distribution
channel which has included the services of wholesalers and retailers has employed more than

75,000 people with discount stores and Hypermarkets. It has partnered with big retailers like
Walmart, Tesco, Big Bazaar etc.
Promotion: The promotion of Cadbury for this product is entirely different. It mainly focuses on
the social media to promote the brand. Nestle does not spend more in promoting it's product
which does not increases their customer's demand in the market. Nowadays they are opting for
advertising through celebrities so that major commercial customers can be increased. The
organisation has used a combination of ATL as well as BTL marketing. It has helped the
organisation to gain flexibility on different shops, corners, hotels etc. If compared to Nestle the
promotional strategy is lower. Nestle has successfully adopted the promotional approach through
electronic media on set by launching witty and informative campaigns in television that helps in
increasing their demand. It is not only focused on TV but also focused on newspapers,
magazines, radio and billboards. As nowadays Facebook and YouTube are the most profitable
platform, so it has already started distributing is product services through the different social
media and connecting with the customers through Instagram. International British athletes Peter
Elliot has been associated with this brand since 1991 (Peyne, and Chan, 2017).
People: The people play a vital role in the brand establishment as it is directly involved in
recognition of the market. In Cadbury as well as in Nestle realisation by the customers in their
hands has helped the organisation to be more successful in the market of UK. In Cadbury, the
internal, as well as external employees, have succeeded the business through different strategies
of marketing. The management departments of the company have helped in the expectation of
the customers through the requirement of efficient employees. According to the author Gupta,
(2015) Nestle lacks in adopting the people strategy in the business. The layoffs and inefficient

workers have affected dissatisfaction recently. This has practically changed the revenue of the
organisation, and the organisation is still trying to cope up with it and restraint the situation.
Physical evidence: The physical evidence in the organisation has helped to understand the
positioning of the Cadbury brand and to target the right kind of customers. The packaging of the
organisation was sealed with a plastic wrapper inside the outside foil. The organisation has
launched the new purity sealed packing for its flagship product and dairy milk. The physical
evidence of Nestle has allowed the customer to measure the value of the products. A chocolate
bar of the organisation content a paper packing which can be used by the internet users also. This
has increased the demand for the time for consuming for the consumers has reduced.
Process: The successful operation in service of Nestle has independent values, and the customer
experience has developed with a well-designed method of delivery (Ramli, 2017). The
organisation has met the expectation of the customer by focusing on me different cultures and
standardisation that is difficult in many varied contexts. It is well developed and focused on this
most process of service. The perceptions of the diverse population have helped the organisation
to increase the speed and more innovation in the products. However, the distribution in the
process of Cadbury is quite slow as it tends to distribute directly which is a big issue for the
organisation. 90% of the products are sold, but the process takes a lot of time for allocated it to
the local areas. This has increased be a higher price in few products. Also adopting two separate
distribution channels which are wanted for business and other farmers market has increased the
production and process cost compared to others in UK (Madsen, and Rosenbaum, 2018).

LO3
P4 A basic marketing plan for Cadbury
Mission
The new mission of the organisation Cadbury is to increase the number of specific customer
segmentation by producing modern nutrition providing chocolate for the children. In addition to
that increasing or enhancing the product quality of the existing products which could help them
in increasing their customer loyalty, productivity and sales.
Corporate Objectives
The corporate objective of this organisation is to increase their total profitability around 40%
from the existing products. In addition to that, the organisation has also focused on introducing
the new product for providing daily nutrition to the children. The corporate objectives are going
to have the organisation in their future development process (Johnson, 2016).
Marketing Assessment
The organisation has already one of the famous chocolate producing company in all over the
world which has expanded their business in the market of United Kingdom, USA, Asia Pacific,
Australia, Canada, India, etc. However, the organisation is known for their quality products with
low pricing strategy which then wants to enhance by the year of 2022 (El-Masri et al. 2015).
Increasing the total growth of the organisation around 30% by this time is the primary corporate
objectives which will be executed by using proper promotional campaigns and marketing
techniques.
PESTLE Analysis
Factors Description

Political The organisation is being affected by the political stability and government
policies of different countries which they need to follow during the process of
marketing and promotion.
Economic The rate of inflation and the changes in the economic factors the Global
market directly going to affect the different addresses of marketing and
promotion (El-Masri et al. 2015).
Social The customer's loyalty and the satisfaction level of the customer are going to
enhance the different campaigns related to the promotions and marketing of
the new product development Cadbury.
Technology The use of technological advancement for providing better benefits to the
customers the organisation should use digital technology for the promotional
and marketing campaign.
Legal In the international market, the organisation has to work with different type of
government in rules which affect the performance of marketing process and
promotional activities.
Environment The different environmental factors like energy consumption, waste
management and different type of pollutions also affect the organisation
Cadbury externally for the promotion and marketing planning (Serra and
Kunc, 2015).
S.W.O.T. Analysis
Strength Weakness
reputed chocolate manufacturing
organisation
low pricing strategy
market penetration is less
different type of disease in the market

robust marketing process and distribution
channels
variety of products
Opportunities Threat
occasional festivals
globalised trends
new products
various competitors
brand loyalty change in this industry
various type of substitute
new brands
Segmentation, Targeting and Positioning
Segmentation
The organisation is going to target to the specific type of customer segmentation those are
demographic segmentation for age and psychological segmentation related to the health of the
customers.
Targeting
The organisation is going to target precisely the age group below 18.
Positioning
The organisation will use the cost-based strategy by providing benefits of Nutrition.
Marketing Strategies
The market strategy of the organisation is going to be the differentiation strategy and the new
product development strategy from the Ansoff’s matrix (O'Connor, 2017).
Desired results
The organisation desires 30% growth in the next five years.
Providing best nutritionist product to the customer base for increasing the number of customers
Tactics and Plan

Marketing Mix
element
Description Cadbury
Product/
Service
products of Cadbury The organisation will launch new product for
better customer base development.
Price Price of the Cadbury products The low pricing strategy of this organisation
will be extended for this new product.
Promotion Promotional technique for
products for Cadbury
Initially, the social media will be used for
publicity, and television advertisement will
be developed.
Place The global market where the
product Cadbury is available
The product will be available to all of the
retail stores in the expanded International
locations.
Physical
Evidence
The physical evidence
products of Cadbury offered
For brand visibility discounts will be
provided for the new product.
Process Product standardization and
project design
The design of this no product will be
developed for attracting more customers’
especially new customers.
People Employees of the organisation
Cadbury
The employees who will be used has to
understand the different nutrition factors
required for the children (Bailey and
Alexander, 2017)
Budget

A budget of Cadbury reflects the financial plan and set up for a defined time period
which can be usually for an year. Budget has two parts which includes income and expenditure
of the organisation.
Basis Expenditure Income
Advertising 1 million 1.5 million
Research 1 million 2 million
Surveys 1.5 million 2.5 million
Labeling and Packaging 1.5 million 2 million
Promotional activity 1 million 1.5 million
In this budget plan of Cadbury organization, they have spent almost 1 million in
advertising the product on TV, online websites, social media and many more. They also received
1.5 million as an income after the advertisement of products. Moreover, 1 million has been
utilised in research and in gathering information about customer's demand. After spending on
research, the income received was 2 million on it. Further, 1.5 million has been spend on surveys
that include getting feedback from customers about the product and services. They gained 2.5
million on surveys income in organization. This survey also includes getting directly connected
to consumer's. However, the marketing department spent 1.5 million in labelling and packaging
their Cadbury products in organisation. From the labelling and packaging they achieved 2
million as a source of income. Lastly, 1 million has been spent in promotional activities which
helps in increasing their demands about Cadbury. Moreover, they got 1.5 million as an income
on promotional activities.

Operational Plan
Marketing Plan Activities June’18 july’18 aug’18 sep’18 oct’18 nov’18 dec’19
Marketing research and
information gathering
marketing plan set up
Setting up additional
infrastructure of the
research
Advertisements and
promotional campaigns
Evaluation
Conclusion
In light of the above study, it can be established that Cadbury is a famous brand of international
market of the chocolate industry. The marketing department of this organisation has enormous
responsibilities and roles for the development and growth process of the organisation. In addition
to that for the expansion in the wider international market, the organisation has to manage
different requirements and properly understand the marketing mix in the international market. In
the final section of this assignment for the future growth in the international market, a proper
operational plan has been developed.

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