Marketing Essentials: A Comprehensive Analysis of Cadbury's Marketing Strategies

MARKETING ESSENTIALS
1

Table of Contents
Introduction................................................................................................................................4
Task 1.........................................................................................................................................5
LO1 The role of marketing and how it interrelates with other functional units of an
organisation (P1, M1, M2, D1)..................................................................................................5
P1 Explain the key roles and responsibilities of the marketing function for the chosen
organisation............................................................................................................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context for the chosen organisation or scenario.....................................................................7
Task 2.......................................................................................................................................10
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives..........................................................................................10
P3 Comparison P3 Compare the ways in which the chosen organisation applies the
marketing mix to the marketing planning process to achieve business objectives. How does
it differ from other organisations or could do better compared to other organisations (with
examples).............................................................................................................................10
Task 3.......................................................................................................................................13
LO3 Develop and evaluate a basic marketing plan (P4, M3, D2)...........................................13
P4 A basic marketing plan for P4 Produce and evaluate a basic marketing plan for the
chosen organisation..............................................................................................................13
Executive Summary.............................................................................................................13
Mission.................................................................................................................................13
Corporate Objectives............................................................................................................13
Marketing Assessment.........................................................................................................14
PESTLE Analysis.................................................................................................................14
S.W.O.T. Analysis...............................................................................................................15
Assumptions.........................................................................................................................16
Segmentation, Targeting and Positioning............................................................................17
2

Marketing Strategies............................................................................................................17
Desired results......................................................................................................................18
Tactics and Plan...................................................................................................................18
Budget..................................................................................................................................19
Operational Plan...................................................................................................................19
Conclusion................................................................................................................................21
References................................................................................................................................22
3

Introduction
Development of a proper marketing strategy helps the organisation in establishing
appropriate elements of competitive advantage in the targeted market. However, for
developing creating the marketing strategy, the organisations need to build a proper
operational plan. The primary objective of improving the operational program is to achieve
the organisational goals. In addition to that, the organisation develops their marketing
strategy depending on the external and internal forces of the organisation. However, a proper
and advocate marketing planning help the organisation to increase their profitability for the
future years. To this regard in this assignment, the organisation Cadbury will be properly
explained, analysed and evaluated to understand the marketing Essentials for an organisation
for increasing the organisational sales profit and customer loyalty.
4

Task 1
LO1 The role of marketing and how it interrelates with other functional
units of an organisation (P1, M1, M2, D1)
P1 Explain the key roles and responsibilities of the marketing function for the chosen
organisation.
Marketing in simple words refers to the management and study of exchange relationships in a
business environment. In other words, with prime focus on the customers, marketing can be
defined as a set of activities initiated to create, communicating, delivering as well as
exchange offerings that tend to have value to the customers, clients or the society at large. In
today's time, the business market has managed to become more of customer oriented (Wynne,
2016). Thus, unlike the conventional concept of marketing, the modern concept states that for
achieving the organisational goals and objectives, the management needs to anticipate the
needs and expectations of the customers and accordingly deliver or market their products.
In regards to Cadbury, it is noted that the primary aim of the management is to deliver
products and services by the customer's convenience to gain their satisfaction. In the process,
they tend to adopt several marketing strategies that not only help them to effectively deliver
their products in the market but also to attract potential customers. Few of such strategies
include On every hand everywhere, growing with the emerging markets, affordable luxury,
etc (Schaper et al. 2014). The application of these strategies has helped the organisation to
assess the demands and expectations of their customers critically, evaluate the market factors
and accordingly plan for their business operations, thereby, emerging as one of the market
leaders in today's time.
Role of Marketing:
It is imperative that marketing tends to play a pivotal role in the growth and development of
an organisation. As an organisational function, it usually attempts to create, develop,
communicate and deliver value-added goods and services to the customers and thereby, helps
the management of an organisation to gain a competitive advantage over its competitors. The
primary operations of marketing management are listed as below:
5

Partner marketing and field marketing: Field marketing refers to the direct marketing
process, that involves promotion and distribution of samples to the customers, conducting
campaigns ensuring customers participation, etc. On the other hand, partner marketing refers
to activities performed primarily focusing on the values for and through the involved partners
of the organisation (Purvis, 2016).
Promotion and Communication: Usually, various tools of communication or channels
are used by organisations as a part of marketing and promotional activities. Promotion of the
products as well as the brand is also one of the major function of the marketing department
(Pike, 2015).
Marketing management: The role of the marketing department is to develop, improvise,
initiate and implement various strategies as a part of a marketing plan to get a competitive
advantage in the market.
Evaluation of response to marketing strategy: Another major function of the marketing
department is to evaluate the common marketing strategies, critically assess them, identify
the grey areas if any and accordingly plan for their business operations (Mix and Brand,
2017).
Marketing concepts in regards to future as well as current trends as discussed below:
Current trends: The current market strategies adopted by Cadbury involves the active
participation of both the management as well as the customers. Their strategy includes
identifying the expectations of the customers, broadening their product range and serving
customers in almost every corner of the world.
Future trends: The management of Cadbury has proposed it to various new delicacies to
their product lines, application of advanced technology in their production process, etc.
Moreover, the organisation has proposed to increase their participation in the candy business
through Eclairs and Halls (McKenzie, 2017).
6