Marketing Essentials: A Case Study of Cadbury

This report delves into the marketing essentials of Cadbury, a renowned confectionery company. It explores the key roles and responsibilities of the marketing function, analyzing their significance within the wider organizational context. The report examines how Cadbury utilizes the 7Ps of the marketing mix to achieve its business objectives, comparing its approach to other organizations. Furthermore, it presents a detailed, evidence-based marketing plan for Cadbury, encompassing SWOT and PESTLE analyses, financial considerations, and strategic tactics.

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Marketing Essentials
Cadbury

Table of Contents
INTRODUCTION..........................................................................................................................3
LO 1............................................................................................................................................6
P 1 Explain the key roles and responsibilities of the marketing function..............................6
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context for the chosen scenario..........................................................................................10
M2 Analyse the significance of interrelationships between marketing and other functional
units for the chosen organisation........................................................................................11
LO 2..........................................................................................................................................13
P3 COMPARE THE WAYS IN WHICH DIFFERENT ORGANISATIONS APPLY THE MARKETING
MIX TO THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS OBJECTIVES..........13
M3 EVALUATE DIFFERENT TACTICS APPLIED BY ORGANISATIONS TO DEMONSTRATE HOW
BUSINESS OBJECTIVES HAVE BEEN ACHIEVED.....................................................................18
LO 3..........................................................................................................................................19
P4 PRODUCE AND EVALUATE A BASIC MARKETING PLAN...................................................19
M4 PRODUCE A DETAILED, COHERENT EVIDENCE-BASED MARKETING PLAN FOR AN
ORGANISATION....................................................................................................................19
EXECUTIVE SUMMARY.........................................................................................................19
COMPANY’S OVERVIEW.......................................................................................................19
MARKET SITUATIONAL ANALYSIS.........................................................................................19
INTERNAL ANALYSIS.............................................................................................................20
FINANCIAL ANALYSIS............................................................................................................21
EXTERNAL ENVIRONMENTAL ANALYSIS...............................................................................22
STP OF MARKET....................................................................................................................23
CONTROL PLAN....................................................................................................................23
TACTICS AND ACTIONS.........................................................................................................23
1

BUDGET................................................................................................................................24
CONCLUSION............................................................................................................................25
REFERENCES.............................................................................................................................26
2

INTRODUCTION
Marketing is that social, management and exchange process which functions to attract the
potential buyers and clients in the company’s product or service. Through the exchange,
process companies are delivering the desired product or service to the customers and in
return received the value of that service or product. In this report, we are going to make a
detailed analysis of Cadbury’s marketing. The report focuses on the key role and
responsibilities of marketing at Cadbury and how these functions relate to the other
functional areas of the Cadbury. The report also presents the ways in which the Cadbury
uses the 7Ps or the marketing Mix elements to attain the overall company’s goals. In this
report, a marketing plan for Cadbury is developed and evaluated with a logical suggestion.
3

WHAT IS MARKETING?
Marketing is that function or process which will help in creating interest of the prospective
clients as well as customers in the company’s service or product respectively. The marketing
can be defined as an integrated process through which businesses comprehend the
customer needs & wants, develop value-added marketing strategies, produce unified
marketing plans, deliver customer value and then develop strong customer relationships
with them (Levens, 2011).
4

COMPANY OVERVIEW
Cadbury is a British-based multinational company of confectionery which is owned by
Mondelēz International (formerly Kraft Foods). The company is the second largest sweets
brand after Mars worldwide. The headquarters of the company is at Uxbridge, London and
operating at more than 50 countries in the world. It is established in the year 1824 by John
Cadbury, where he has initiated the sale of cocoa, tea, coffee and drinking chocolate. The
company is working at the global level. The Cadbury is having a top-down organisational
structure with democratic managerial style. The company is having a multidivisional
structure and culture in context with staff management. The number of employees working
at Cadbury is 71,657 by the year 2008.
Figure 1: Cadbury World organisational structure
(Source: https://www.cadburyworld.co.uk/schoolandgroups/~/media/CadburyWorld/
en/Files/Pdf/KS345LeisureTourismMARKETINGWorkbook.pdf)
5

LO 1
P 1 Explain the key roles and responsibilities of the marketing function.
The marketing function is a role which helps a business to identify & delivern actually fruitful
products or services for the potential customers or clients they work over and then endorse
those products and services through differentiation from the same kind of products &
services (Armstrong et al. 2015). The main role and responsibilities of marketing function
Cadbury is performing are – preparing marketing plans, conducting marketing research,
development of product and market, market penetration along with advertising and
promotions, distribution and sales, setting price of the products subsequently with customer
sales service as well as the public relations (Majaro, 2013).
Figure 2: Functions of Marketing
(Source: https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/
10696-marketing-function.html)
6

Following are the principal role and responsibilities of Marketing function at Cadbury:
MARKETING PLANNING AND RESEARCH
The company has a popular with its dairy milk chocolate. There other popular products are
crème egg and roses selection box. The company has put its vision as its action this strategic
plan helps the Cadbury to implement their strategies and plans between the customers. The
market research requires proper gathered information in relation to the target customer.
Reserve will take a look at things like people you want to sell your product and why they will
purchase your product in contrast to your competitor’s product. The deep observation
about marketplace trends and competitors’ products will require here.
MARKET SEGMENTATION
Cadbury has segmented its market with various segments centred on the psychographic,
demographics, and geography that will help to identify the market segments for the
Cadbury. The psychographic based segmentation divides the product as per consumer's
attitude, motives and lifestyle where the customer can prefer any product in consideration
to its brand value or the customer's preference vary based on taste, shape and texture of
the product. In the demography segmentation, branding and marketing are based on the
age, income criteria and gender of the customer. While in case of geography-based
segmentation Cadbury has divided its market in various big cities, suburb areas and towns.
EXCHANGE FUNCTIONS
The company is a leading confectionary company among the people and planning to reach
all segments of the society. The company try to deliver its products for various festivals and
occasions which could be possible only when its products are available at retail and
departmental stores with a quick and efficient distribution channel. The company with its
diverse range of products are trying to reach its customers at a different corner of the
world. The company with its exchange function making efforts to reach international
markets with its new products.
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PRODUCT DIFFERENTIATION AND ITS POSITIONING
Cadbury being a leading chocolate brand in the confectionary food industry, have to deal
with various segments. The products of the Cadbury brand are being purchased by different
category of people with different intentions such as; youth purchase its product for
lovemaking and fun purpose, teenagers for their journeys and adventures, children for its
taste and gifts.
PRODUCT DISTRIBUTION
Cadbury with its effective and quick distribution channel is successful to make available its
products to small and big cities as well as towns also. Cadbury’s products are available at
various stores easily it is due to its product distribution channel that is a competitive edge
for the company.
FINANCING
For making money, money is required. Being one of the largest chocolate confectioneries in
the world, Cadbury’s important role or function is finding adequate sources of funding
through loans, investments, or from the personal capital to finance the advertising and
promotion of the products.
MARKET INFORMATION
Marketing information dealt with the information about various components such as
product, place, price, plans, promotion and the existing situation of the target market. With
the effective and efficient marketing information system, the Cadbury is able to arrange the
information and knowledge of the target market for its smooth functioning.
8

M1 Analyse the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organisation.
Various businesses and company’s delegate responsibilities for the marketing function to
specific team members or the marketing managers into the company. That’s why marketing
is considered to be the separate and distinctive entity. The company’s having marketing
department also have product & brand managers, sales representatives, marketing
researchers, promotion & advertising managers, specialists for marketing, & customer
service executives (Moosmayer and Fuljahn, 2010).
The following are the roles of a marketer on which he has to actually act on among the
buyer and the company; as a guide and deliverer, communicator & coordinator, strategic
and planning partner, and being a part of customer support.
The following are the roles and responsibilities in relation to organisational context:
 Researched on the economic, scope and competitive characteristics of an industry.
 Identify the target customer groups and marketplace.
 Identify the targeted segments within the marketplace.
 Identify and adopt the suitable marketing strategies.
 Funding, comprehending, and performing on the market research.
 Development of new products.
 Understanding environment and competitors and their plans and strategies along
with their reactions.
 Conduct environmental scanning to identify the opportunities and threats.
 Create and develop a workable competitive advantage.
 Develop MISs (Management Information Systems) to determine the growth and
progress.
 Understand where a brand needs to be positioned in the future.
9

P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context for the chosen scenario.
Marketing is that function in a company which cannot work solely. Therefore, it is important
to understand the way a company works with the other functional areas. The various roles
and duties of marketing department have an interrelation with the other functional areas of
the company that is helpful for the attainment of the organisational objectives (GILMORE,
2012). The other functional units of Cadbury are as follows:
 Human Resource
 R & D
 Production
 Finance
 Administration
 Distribution
 Sales
 Customer Service & Support
At Cadbury’s marketing is being linked to the other main functional areas that are
also part and parcel of the company.
10

M2 Analyse the significance of interrelationships between marketing and
other functional units for the chosen organisation.
Significance interrelationships between marketing and other functions of Cadbury’s
business:
HUMAN RESOURCE
Human resource department is engaged in the recruitment, selection, training and
development of the staff of the company. They are also busy in performing other functional
responsibilities of the company. In marketing, HR functions will be helpful at the time of the
appointment of marketing executives or staff members (Lovelock, 2011). Therefore, HR
functions as an imperative communicator of the company which is also required in the
marketing function (Farndale et al. 2010).
R & D
R & D function should be encouraged by the marketing ideology. So that targeted consumer
needs are researched with new innovations and developments in the target market. As we
know researchers are performed by some research institutions and centres. The market
officials by interacting with research bodies try to incorporate the customer needs into the
newly innovated products.
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PRODUCTION
The production or operation department should always work by maintaining the
coordination with the marketing department of the company. It is certain the production in
stock could be a sale by the marketing department and can be made easily to customers
(Papadopoulos and Heslop, 2014). So for this, a linkage should exist between the marketing
and the production house of the company.
FINANCE
It is must for the marketing to work along with the finance department so as to determine
the estimates and budgets for conducting research, advertising and promotional activities
and distribution & sales (Tomczak et al. 2018). The finance department should be well
aware of the operations of the business so as to manage the activities within the available
financial resources.
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LO 2
P3 COMPARE THE WAYS IN WHICH DIFFERENT ORGANISATIONS APPLY
THE MARKETING MIX TO THE MARKETING PLANNING PROCESS TO
ACHIEVE BUSINESS OBJECTIVES
The marketing mix is made with the 7P's which is majorly used by the service industry. the
marketing mix s a combination of all the elements which is really helpful in achieving the
business goals of an organization (Pike, 2015). The marketing mix helps the organization to
manage effective business functioning and providing best services to their customers. the
marketing mix made with the elements such as product, price, place, promotion, process,
people and physical evidence. All these elements help an organization in attaining the
desired goals. The companies working in the service industry are using customer-centric
method for attracting customers towards their products. There are many innovative ideas
and strategies are created by the organization to compete with their competitors and gain
more profit from them. The marketing mix is really beneficial for enhancing the growth of
the organization.
Figure- 7P's of the marketing mix
Source- (https://www.smartinsights.com/marketing-planning/marketing-models/how-to-
use-the-7ps-marketing-mix/)
13

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In this assignment, we will be discussing the Cadbury. This is the most popular and well-
known company of UK which operates in more than 50 countries in the world. The Cadbury
is mainly famous for its dairy milk chocolate which is liked by all the people and in addition
to this the company provide many chocolate products and having a successful business
(Ryan, 2016). We will be evaluating how Cadbury uses the marketing mix for attaining the
business goals and objectives. The marketing mix will be really beneficial for the company to
maintain the brand awareness in the people and managing the effective business
functioning of the organization.
PRODUCT
A product is the main element of the business by which the company deal in the target
market. the product can be provided to the customers to fulfil the needs and demands. The
goods or product can be tangible or intangible (Lukito, et al. 2015). The overall company's
growth is depended on the product. The product is the element by which the company
establish an image in the market. Cadbury provides chocolate product to their customers
and has a successful and effective brand awareness in the market. The product comprises
the products and services offered by the company to its customers. The products offered by
Cadbury are Chocolates and coco food products. Being in food market Cadbury should care
about the food safety standards and quality of its product.
PRICE
Various marketing decisions are based on the achievement of the company’s goal; pricing
decisions are one out of it. For setting prices of the production company need to aware of
both internal and external environmental factors (Khan, 2014). Internal factors could be
related to maximization of profitability, enhances cash flow, broadened market share or ROI
of the business. External factors could not be controlled by the Cadbury but could be
analysed by conducting the market research. This is the most influencing element of
marketing mix. The price is fixed by the business organization as per the value and demand
of the product in the market. as the competition level is increasing day by day all the
companies are adopting the customer-centric and low margin method to attract the
customers by providing best services and products to their affordable prices. The Cadbury
provide best products at affordable prices.
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PLACE
The place is a location where your products are available to the common people easily and
with convenience. Cadbury is having an effective and quick distribution channel which
facilitates the company products available in the most inferior areas of the towns also. The
company is having worldwide network and area of business. The company is providing the
services in all over the world (Gillespie and Riddle, 2015). Cadbury having the sufficient area
for work and as per the marketing mix, the place is the most important element to establish
a business organization it should be easy to reach by customers. The accurate place will be
helpful in the growth and development of the company.
PROCESS
The company should maintain an effective process of delivering the products and services to
the customers because the effective and quality services create a good brand image of the
company. Cadbury has to maintain a good process of delivering services and products to the
customers for competing with the other competitors (Walliman, 2015). A good process plan
should be made by the management at the time of decision-making for achieving the goals.
The manner or the pattern your company is following to deliver the product to the customer
is very vital in the way of satisfying the customer. Issues like the time of waiting for your
product and the information of your product is significant for retaining a customer.
PROMOTIONS
In the current scenario, where the competition level is increasing day by day advertisement
and promotion of the products and services are becoming really important for getting the
attention of the customers. the companies are using different types of techniques and
methods for advertising and promoting their products. There are many tools available by
which a company can advertise and promote the product and services such as social media,
print media, television, radio, and internet (Mittal, A., 2014). The Cadbury is having so many
competitors in the market such as heresy’s so the advertisement and promotional activities
should be effective than other companies. Promotion is an activity conducted by the
company to create interest among the customers to choose your product instead of any of
16

your competitor’s product. Promotional activities comprise advertisements, Public relations,
branding, special offers and workshops etc. This should be done giving a trustworthy
message about your product in the market.
PEOPLE
The human resource of the company is the most valuable asset which is really helpful in
attaining the goals and objectives of the company. the people are the one who produces
and deliver the products and services to the customers for the company's growth. The
Cadbury is having 89,589 employees. The skilled and potential employees are really helpful
for the development and growth of the company. People who are reaching the customers
by the selling process are well trained because they are the mirror of the company image
and brand. Their impression will decide whether a product is purchased by the customer or
not.
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PHYSICAL EVIDENCE
All the buyers and customers want physical evidence of services and products provided by
the company (Chaffey and Allen, 2015). The physical evidence can be used as a proof which
states that services and products are delivered to the customer by the seller. This is a
tangible proof which is given by the seller to the buyer. This is really important to have a
physical evidence as a proof. The customer can experience a service only after he actually
avails the service; so there is always a risk exists for the customer which are not used by
them earlier. The company can serve such customers with the written recommendations
and declarations by their experienced customers, as that was from the outside people from
the company and cannot be cheated with the product experiences and quality.
18

M3 EVALUATE DIFFERENT TACTICS APPLIED BY ORGANISATIONS TO
DEMONSTRATE HOW BUSINESS OBJECTIVES HAVE BEEN ACHIEVED
There are many techniques and strategies that are used by the Cadbury to maintain
effective business functioning and achieving the business objectives.
PRODUCT STRATEGY
The Cadbury is having so many competitors in the industry so that they are adopting the
product strategies to maintain a quality of their production (Astuti, et al. 2015). As the
choices and needs of customers are changing with the time and changing lifestyle so that
the company need to provide the best services and products to the customers for
maintaining their brand awareness in the market.
MARKETING STRATEGIES
These are the strategies which are made by the marketing department of the company to
advertise and promote their services and products. The advertisement and promotions help
in the growth of the company. These are the main important tools of the company which is
used by all the companies to enhance the brand awareness of their products.
OPERATIONAL STRATEGIES
These are the strategies which are really helpful in reducing the operational cost. The
operational cost can be maintained and balanced by using different tools and techniques
(Bull, et al. 2016). The operational strategies focus on innovative and creative ideas which
can be beneficial for improvement of the business. a systematic operational plan helps the
organization to produce good products.
FINANCIAL STRATEGY
Financial strategies are really important to maintain a strong financial condition of the
business. in the services industry where all the companies are using different tools and
techniques for achieving the first position and success. The company needs to create an
effective financial strategy which can be helpful in managing financial conditions of the
company.
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LO 3
P4 PRODUCE AND EVALUATE A BASIC MARKETING PLAN
M4 PRODUCE A DETAILED, COHERENT EVIDENCE-BASED MARKETING PLAN
FOR AN ORGANISATION
EXECUTIVE SUMMARY
the organization create an effective business plan for maintaining the business strategies
and future planning of the business. An effective marketing plan will be very helpful for the
Cadbury in advertising and promoting their products. There are some strategies which will
be helpful for the growth of the company such as financial, promotional, pricing, product,
marketing and operational strategies (Atighechian, et al. 2016). These strategies are really
helpful for Cadbury in maintaining the effective business functioning. As the Cadbury is
having an effective and successful position in the market they need to create a marketing
plan to maintain the position and compete with the other competitors.
COMPANY’S OVERVIEW
The Cadbury is a multinational company which is a well-known and reputed organization of
UK. The company provide confectionery services and products to the customers.
Approximately 89,589 employees are working in the company. the company provide many
chocolate products which are really appreciated by the customers in worldwide (Le Port, et
al. 2017). This company was founded 194 years ago in 1824. The company wants to
maintain their position in the market and compete with the competitors like Hershey’s
which is also a leading company of chocolate products.
MARKET SITUATIONAL ANALYSIS
In the market situational analysis, the company conducts a market research in which they
observe the marketing strategies and techniques which is adopted by the different
organization in order to compete with the other organizations. Cadbury should analyse the
marketing situation on the daily basis for knowing the current marketing situations and
changing choices of the customers. The market situational analysis is helpful in making
effective decisions according to the choices of the customers.
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INTERNAL ANALYSIS
SWOT ANALYSIS
The swot analysis is helpful in knowing the internal factors which is affecting the
organization positively or negatively. The strengths, weakness, opportunities and threats
can be evaluated with the help of SWOT Analysis (Armstrong, et al. 2015). The internal
analysis will be helpful in aliasing the strengths weakness and opportunities and threats of
Cadbury. SWOT Analysis for Cadbury is as follows:
STRENGTHS WEAKNESS
 Strong financial conditions
 Well-known position
 Strong public relations
 Sufficient human resources available
 Effective decision-making process
 Limited services
 High work pressure
 Lack of different products
 Unsatisfactory funds
OPPORTUNITIES THREATS
 Cadbury can use the strong financial
condition for enhancement of the
business
 Take financial assistance from banks
 Cadbury has sufficient human
resources for achieving desired goals
 The company can increase the
product
 Tough competition in the target
market
 Changing perceptions of customers
 Technology investment cost
 Strong competitors like Hershey’s
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Figure- SWOT Analysis
Source- (https://research-methodology.net/theory/strategy/swot-analysis/)
FINANCIAL ANALYSIS
As the company is having effective business awareness a strong financial position in the
industry they need to analyse the financial position of the company. As the company is
providing products and services to the worldwide and having a well-known brand awareness
the financial condition of the company is really good (Lidstone and MacLennan, 2017). The
company is using different strategies for enhancing the profit and improving the financial
condition of the company.
22

EXTERNAL ENVIRONMENTAL ANALYSIS
The external elements can be evaluated with the help of PESTLE Analysis. The external
elements such as political, legal, social, economic, technological and environmental factors
affect the business functioning of the business organisation.
Figure- pestle analysis
(https://blog.essaycorp.com/pestle-analysis-for-construction-industry/)
POLITICAL
The changing government policies affect the business of Cadbury (Wolfe, et al. 2014). There
are many political issues in the country which can directly affect the business functioning of
an organization.
ECONOMIC
The economic factors affect the business functioning of Cadbury such as the inflation rates
and changing the working environment of the people which can be influenced the
company's growth.
SOCIAL
The changing lifestyle and perceptions of customers, a different type of culture, attitudes
and beliefs of the customers affect the business functioning and product management of
Cadbury.
TECHNOLOGICAL
The advancement of technology can be an influencing factor for the organization. Use of the
different tools and technologies can positively affect the business of Cadbury.
23

LEGAL
There are many legal laws which are mandatory to follow for all the organization of the
country. The major changes in legal policies will affect the business of Cadbury.
ENVIRONMENTAL
The environmental regulations are made for secure the environment which is really needed
to maintain a healthy working environment. The company should follow the rules which are
important to maintaining the healthy environment.
STP OF MARKET
STP is known as segmentation, targeting and positioning (Bahadir, et al. 2015). This process
creates the links between the target market and the strategies made by the company to
compete in the market. This process is helpful in guiding the organization for future goals.
In the second process, the company target the group of customers for providing the
products and services. This process is known as targeting.
At the last and final stage known as positioning which is done by the organization for
delivering the services and products easily to the customers. The right positioning is really
helpful in gaining the attention of customers.
CONTROL PLAN
The quality control is really important for the improvement of services. Cadbury needs to
preserve the quality of services to attract the customers and provide the best facilities. A
control plan is an effective technique for supervising the quality standards of services
provided by the company. The control plan helps the company in solving the undefined
situations.
TACTICS AND ACTIONS
The different type of techniques and tools are used by the company for enhancing the
growth of the business organization. the company is using advanced tools for improvement
and development of the organization in the service industry.
24

BUDGET
The extension budget for Cadbury is considered as 3,50,000 Euros
SPECIFICS SUM (In £)
MARKET SHARES 50,000
ADVERTISEMENT COST 80,000
TOTAL NUMBER OF EMPLOYEES 95,000
TOOLS AND equipment 50,000
EXECUTION OF THE PLAN 60,000
SUM (total) 3,35,000
CONCLUSION
The marking plan is really helpful in gaining the information about the current financial
position of the company. the future plans can be evaluated with the help of marketing plan.
We have conducted the SWOT and PESTLE Analysis which will be helpful in knowing the
influence of internal and external factors which is affecting the growth of the company.
25

CONCLUSION
This assignment is a report on the marketing essential of Cadbury Company. In the whole
report, we have made discussion over the key roles and responsibilities of the marketing at
the Cadbury and an analysis of them in context with the marketing environment. The report
also consists of the roles of the marketing function and its relationship with the other
functional units at Cadbury. The report also made a comparison of the ways the Cadbury has
applied the 7 Ps of the marketing mix in the company and with its evaluation, it is properly
demonstrated. Additionally, the report also produces & evaluate a basic marketing plan for
the company with coherent evidence.
26

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