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

This report delves into the crucial role of marketing in the success of Cadbury, a leading confectionery brand. It examines the key roles and responsibilities of the marketing function, analyzing how they relate to the wider organizational context and the marketing environment. The report further explores the application of the 7Ps of marketing mix in Cadbury's marketing planning process, comparing its strategies with other organizations and identifying areas for improvement. Finally, it presents a detailed, evidence-based marketing plan for Cadbury, outlining strategic tactics to achieve its overall marketing objectives.

MARKETING ESSENTIALS
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Table of Contents
Introduction........................................................................................................................3
TASK 1...............................................................................................................................4
LO1 Explain the key roles and responsibilities of the marketing function.....................4
P1 Explain the key roles and responsibilities of the marketing function for the
chosen organization...................................................................................................4
P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context for the chosen organization or scenario.................................6
M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organization..................................................7
M2 Analyze the significance of interrelationships between marketing and other
functional units for the chosen organization...............................................................9
D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units for the chosen organization...........10
TASK 2.............................................................................................................................11
LO2 Compare ways in which organizations use elements of the marketing mix (7Ps)
to achieve overall business objectives.........................................................................11
P3 Compare the ways in which the chosen organization applies the marketing mix
to the marketing planning process to achieve business objectives. How does it
differ from other organizations or could do better compared to other organizations.
..................................................................................................................................11
M3 Evaluate different tactics applied by the chosen organizations to demonstrate
how business objectives can be achieved...............................................................13
TASK3..............................................................................................................................15
LO3 Develop and evaluate a basic marketing plan.....................................................15
P4 Produce and evaluate a basic marketing plan for the chosen organization.......15
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M4 Produce a detailed, coherent evidence-based marketing plan for the chosen
organization..............................................................................................................17
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives for the chosen organization...........................18
Conclusion.......................................................................................................................19
Recommendation.............................................................................................................19
References.......................................................................................................................20
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Introduction
Marketing in an organization plays an important role. The product or services developed
by the organization has to be sold in the market for which, the consumers needs to be
aware the product or services sold by the organization. To make the consumers aware
about the product or service marketing is done by promotion, advertising, campaign etc.
Now a day’s marketing has mainly focused on consumers needs, wants and demand.
For this report the chosen company is Cadbury. In this report it will be discussed about
the roles and responsibility of marketing function in Cadbury. The interpersonal
relationship of marketing and other department of Cadbury. The 7P’s of marketing used
by the organization and a marketing plan for the organization.
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TASK 1
LO1 Explain the key roles and responsibilities of the marketing function.
P1 Explain the key roles and responsibilities of the marketing function for the
chosen organization.
When a business organization wants to make money they have to sell the products to
the consumers. There are seven functions of marketing, which starts from distribution to
pricing. The below given are the seven functions of marketing and their roles and
responsibilities:
Distribution channels – The product that is developed by the company needs to reach
to the customers. The organization now has to decide how the product will be delivered
to the customers so that the consumers can buy it and the organization can make
money out of it. If the organization is unable to find an idea to reach out to the
customers then there is no use of the product. Setting up target customers and then
selecting a store for reaching out to the customer is easy (Gnizy and Shoham, 2014).
Enterprise financing – The profit that is generated by selling the product in the market
needs to be re-invested in the business again. The money that is re-invested is a part of
marketing function. The money that is re-invested can be used for advertising and
promotion of the product in the market.
Market research – Market research is done to know the type of consumers in the
market, their needs and wants and the type of product the consumers are searching for.
Then the information gathering about the target customers. Market research also can be
done by doing a market survey by distributing questionnaires etc.
Price setting up – It can be challenging for an organization to set up the price of the
product correctly. If the price of the product is high then it might happen that the
customers may not purchase it and the organization can end by losing customers.
Setting up the right price can only be done by trial and error method (Rust and Huang,
2014).
Product or service management – One the target market is set the price of the product
or services setting should be the next goal. The product management can be set by
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keep in minds the customer’s needs, wants, and the product that is offered to the
customers need to be up to date and fresh.
Promotion – Advertising and promotion is necessary part to keep the customers
updated about the product or service and attract new customers. The marketing trends
keeps on changing, their the promotional strategy also needs to be changed
(Papadopoulos and Heslop, 2014).
Meeting the customers demand – The product can only be sold in the market if it is
able to meet the customers demand. If the product is at right place at a right time and
the product is able to meet the customer’s needs and wants then product will be sold in
the market easily.
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P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context for the chosen organization or scenario.
The role and responsibility of marketing in Cadbury is to grow the revenue, increase the
market share and contribute to the company’s growth and profit. Below given are the
roles and responsibility of marketing:
Strategy – The marketing department takes up the responsibility to set by marketing
strategy and objective for the organization. The strategy may include to increase the
share of the market, entering the new market, set up a new channel for distribution etc.
The marketing department set up strategy to meet the organizations objective and goals
(Baker, 2014).
Market research – The key responsibility of the marketing department of Cadbury is to
do market research. It helps to understand the customer better and identify opportunity
for the company in the market. It also helps to know about the competitors their strength
and weakness so that the organization can build better strategy (Sartedt and Mooi,
2014).
Development of product – A team is set up for the external and internal development
of the new product and the existing product in the market. The marketing department
helps to identify the product gap and the sales performance of the product in the market
(Eppinger and Ulrich, 2015).
Communication – The marketing department looks after the communication part
between the company and the customers. The communication takes place by
advertising and promotion to make the customers aware about the product. E-mail
marketing program is also set or promotion is also done through the company website.
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M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organization.
The marketing environments are divided into three broad categories macro
environment, microenvironment and internal environment.
Internal environments – The internal environment include the factors within the
company and affect business operation. The aspects that are included are inventory,
labor, logistics, company policy, companies capital, budget etc. All these aspects are
part of an organization, which affects the relationship between the customers and
marketing decisions (Baranenk et al., 2014).
Microenvironment – The microenvironment of marketing includes the factors, which
are associated with the business and has an influence in its functioning. The factors are
suppliers, retailer and distributor, competitors, shareholders, government, general
public, customers, employees. The factors are elaborated below:
Supplier – The supplier are people who provides raw material to the company to make
the product into finished goods. It is the duty of the organization to select best supplier,
which can fulfill the customers need and wants (Kotler, 2015).
Retailer and distributor – The retailer are the people who are directly connected with
the customer and giving advice to the customers. Distributor are the people who takes
to finish goods to the retailer to sell it in the market.
Competitors – Cadbury has many competitors in the market, the company need to
keep a track of the competitors strategy and develop better strategy.
Shareholders – They are the owner of the company, and every company needs to
keep a close watch on the shareholders return.
Government – The government makes policy that the company needs to agree upon to
do the marketing of the company.
General public – The organization is responsible for the societies welfare by doing
marketing activity.
Customers – The organization needs to look after the need and wants of the customer
by offering best product to the customer at a best price.
Employees – Employees are the key aspect of the company. The product quality
depends upon the kind of training and development given to the employees.
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Macro environment – These factors takes place outside the organization, these factors
can’t be controlled by the organization. The factors are as follows:
Political – The country’s political condition also affects the business. The political
parties tries to make changes in the market in terms of tax, trade, practices etc.
Therefore, the sales of the company keeps fluctuating (Ashill and Jobber, 2014).
Economic – The business gets affects when the currency of the countries keeps on
increasing and the customers are unable to purchases due to high price.
Social – the change in the lifestyle of the people depends upon the disposable income
of the people. If the income is high then the purchasing power will also be high
Technology – The advancement of technology is increasing day by day. Cadbury has
implemented technology for getting the work done quickly. Implementing digital
technology keeps things updated and it become easy to understand the customer and
the market.
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M2 Analyze the significance of interrelationships between marketing and other
functional units for the chosen organization.
Marketing in an organization is not only limited to sales or promotion of Cadbury. There
are also other department with the organization, which is associated with the marketing
and other units of the organization. The main aim of the organization is to meet the
customer’s needs and wants. Developing a marketing plan or strategy needs the
involvement of every department of the organization.
Operations department – Research is done to satisfy the present and future needs of
the customer. The product can be developed as per the customer’s specification. The
marketing department sets the deadline for the product; it depends upon the operations
department for producing the product. The marketing department will want to get the
product in the market as soon as possible. But the production department will make
sure that the product is tested and is being able to meet the requirement of the
customer (Liu et. al., 2015).
Financial department – The finance department looks after the organization to make
sure that the business is able to meet the all the operations within its capabilities. The
finance department looks after every department’s budget so that all the work is done
within the allocated budget. Marketing department looks upon the increase in the sales
and market share, whereas the finance department looks after the cash flow, paying
back to the investors and covering the cost (Camilleri, 2014).
Human Resource management – The marketing department as to work closely with
HRM to make sure that appropriate staffing is done. It also looks after the new product
development, meeting the target and make a team, which is ambitious and meets the
sales target. The HRM departments faces demand from different department it has to
balance all the obligation by the marketing department along with other departments.
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D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units for the chosen organization.
The key elements of marketing function and its interrelation with other units of the
organization are as follows:
Research – If the company wants to launch a new product in the market the marketing
team first has to do a research before launching the new product. The operation or
production department will look after the manufacturing of the product. The finance
department will look after the budget of the entire production and the human resource
department will make sure that right employees are hired for the entire process
(McDonald and Wilson, 2016).
Strategy – Strategy will not only be developed for the marketing department but
strategy will also be developed for the other departments as well. Therefore all the
departments needs to come together for developing strategy
Planning – The marketing department planning includes sales, promotion and
advertising of the product. Operation or production department planning includes the
manufacturing and designing of the product and the resources from where the raw
materials will be taken. Finance department planning includes the planning for the
budget of the production and the budget that will be allotted to every department. The
human resource department includes the planning for the type of employees that needs
to be hired for the new product etc.
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TASK 2
LO2 Compare ways in which organizations use elements of the marketing
mix (7Ps) to achieve overall business objectives.
P3 Compare the ways in which the chosen organization applies the marketing mix
to the marketing planning process to achieve business objectives. How does it
differ from other organizations or could do better compared to other
organizations.
Product – Cadbury was developed keeping in mind about the taste of people towards
chocolate. The product was developed by doing research from different places to meet
the customers taste and preferences. The product that is developed should meet the
customers wants. The factors include product quality, brand image etc. The product that
is sold by Cadbury should be beneficial for the customer so that the consumers enjoy
buying it (Hamzah and Sutanto, 2016).
Price – The price that is offered by Cadbury is always accordance with the competitors.
If the product quality is high then price of the product is also high. The consumers are
ready to pay more for getting better quality product. The using the pricing strategy helps
in determining the better product price and does not affect the customers too. The price
must be kept keeping in mind the customers words and the profit margin of the
company
Place – Cadbury sells the product in places where the demand is high and there is
good response about the product and the company is also able to make some profit.
Cadbury is available around the world. The distribution channel used by Cadbury has
an huge impact in the global market. The product must be available in places where the
target customers can easily reach to the product (Huang and Sarigollu, 2014).
Promotion – Promotion is done to make the customers aware about the product so that
they can purchase it. Cadbury does it marketing by advertising it in the newspaper,
television and social media channels. Cadbury uses different types of taglines, which
makes the customers buy the product.
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People – People in the marketing mix means the employees and the customers of the
product. Cadbury generally target the youth for selling the product. People are the most
essential part of the organization like the sales staffs etc. Having the right people in the
organization helps in making the product successful by offering it at a best price.
Providing the customer with an excellent service creates a positivity in the minds of the
customer and for the brand also.
Process – Cadbury records the process for making the product and the and records the
service provided to the customer, which is helpful for the company. The delivering the of
the product to the customers and the customers paying for the product is also a process
in the marketing mix. A process can be good by delivering the product with the same
standards to the customer, saving extra time by increasing the efficiency of the service.
Physical evidence – Cadbury records the experience by asking questions physically,
the customers buying behavior, providing them with guideline by offering pamphlets and
brochures. In marketing mix physical evidence means customers experience or the
things that they eye while interacting with the company. The factors that are included
are the environment, where the product is available, layout of the particular place,
packaging style of the product, the brand image of the product (Fan et al., 2015).
Cadbury generally sets up the marketing mix strategy as compared to its competitors.
Cadbury tries to offer extra as compared to its competitors. Cadbury is now focusing on
improving the sales of the product and make a profit out of it. In recent research it has
shown that the sales of the Cadbury has gone down after the launch of Galaxy
chocolate. Galaxy chocolate has made more profit that Cadbury. Therefore, Cadbury
needs to identify the place where it is lacking behind and improve that gap for better
sales and profit. If Cadbury wants to regain the market share then more promotion and
advertising needs to be done.
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M3 Evaluate different tactics applied by the chosen organizations to demonstrate
how business objectives can be achieved.
Business objectives is set up to grow the business more. Cadbury has listed few
business objectives that needs to be achieved by Cadbury.
Profitability – Cadbury tries to make sure that the business runes in profit and stays
one step ahead the cost of the business. Cadbury makes sure that the operation and
production cost is controlled keeping in mind the profit margin by which, the goods are
sold (Marison and Ramsay, 2015).
Productivity – Cadbury’s productivity includes training the employee, maintaining the
equipments and purchase new equipments. Cadbury makes sure that all the
equipments are provided to the employees for more production.
Customer service – Cadbury makes sure to provide better customer service for
retaining the customer and generate more revenue. Cadbury makes sure that the
customers stay happy.
Employee retention – The main aim of Cadbury is to make sure that the employees
are being hired are trained properly, making the working environment comfortable for
the employees to work so that no employees leaves the company, which might leave a
bad impact on the organization.
Core value – The core value of Cadbury is to provide better customer service, having a
better interaction with the customer, look after employee satisfaction.
Growth – The growth and development of Cadbury depends upon the strategies
implemented by the organization. For successful growth it requires proper resources
like finance, raw material and labor.
Finance maintaining – The finance department looks after the cash flow of Cadbury.
Every department is allocated a budget, within which the departments needs to work. It
makes sure that the investors are getting their return.
Changing the management – For better growth and development the managements
needs to keep on changing. The change in management will help in meeting the
company objective and face challenges in the market. Changing the objective will make
sure that the company will become more flexible, with the upcoming trends in the
organization.
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Marketing – Marketing needs to be done for making the customers aware about the
product. By promoting and advertising in newspaper and television will help making the
customers aware about the product.
Competitors – Cadbury is always aware about the competitor’s strategy and sets up
the strategy one-step ahead the competitors. Knowing the competitors in the market
and their strength and weakness helps to develop better strategy. A competitive
analysis will help in knowing the product rank in the market (Fleisher and Bensoussan,
2015)
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TASK3
LO3 Develop and evaluate a basic marketing plan
P4 Produce and evaluate a basic marketing plan for the chosen organization.
The basic marketing plan for Cadbury:
Executive summary – A small gist about the marketing plan and the steps that are
included for making the plan
Introduction – A brief introduction about the organization, which will history about the
organization (Paley, 2017).
The external and internal analysis – The internal factors that affect the business and
the external factors that affect the business
Objective – The marketing objective of the organization that needs to be achieved by
the organization (Westwood, 2016).
Strategy – The strategy that will be used for marketing the product in the market.
Tactics – The marketing tactics to support the strategy of the business.
Implementation – When the plan is fully ready the marketing plan needs to be
implemented.
The following steps can evaluate marketing plan:
Return on investment – The money that is invested should result in profit. Keeping a
track of the sales amount and the amount that is spent for other works like advertising
and promotion etc.
Sales number – Checking upon the sales of the previous year or prevision month and
working upon it to improve it. Taking measurable steps for improving the sales figure,
will help in increasing the profit.
Customer response – After the product is sold in the market it is necessary to know
the customers reaction and take feedback about the product. It will help in making the
required changes and the gaps that needs to fulfilled.
Market expansion – After the business has started running successfully, it requires the
business to expand in the other parts. A market research needs to be done to know the
demand of the product.
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Competitors reaction – The reaction or the response of the competitors about the
product is also an will also help in evaluating the marketing plan that is implemented.
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M4 Produce a detailed, coherent evidence-based marketing plan for the chosen
organization.
Cadbury is also one of the biggest competitors in the chocolate industry, it has sold its
product in the market to get the maximum exposure and become a competitors in the
market to earn profit. Evidence based marketing plan is based upon the companies
statistics, trends, customers feedback and the practices done in the industry. Following
are Cadbury can use the aspects of that for making a evidence based marketing plan:
Information finding – Evidence based marketing plan comprises of information, which
are relevant and not just stories. Selecting a solid fact about the evidence based that is
used by Direct Marketing Association (DMA).
Timeline realistic – Telling the customers about the product satisfaction. A
organization should have realistic expectation on the profit, income and time frame.
Reaching out the product in the market and being able to sale the product in the market
requires time.
Insights of expert – Evidence based marketing plan has professionals giving advice
and opinions on about the market.
Warning – Evidence based marketing plan will help in getting a abrupt knowledge
about the market and an idea to sale the product, it will not help in increasing the sales
of the company. It will just given an idea about the product or marketing ideas.
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D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives for the chosen organization.
Marketing plan of Cadbury by using 7P’s
Product – Cadbury has products like chocolate, health drink, desserts, biscuits etc.
Price – Cadbury sets up the price of the product as per the competitor’s price.
Place – Cadbury is sold all around the world
Promotion – Different tag lines are used for drawing the attention of the customer and
advertising it in television, newspaper and social media.
People – the employees are the key aspect of Cadbury. Sales people play an important
role in this.
Process – Cadbury records the entire process starting from the manufacturing of the
product till reaching it to the customers
Physical evidence – Cadbury provides with book lids, leaflet and pamphlets along with
the product.
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Conclusion
Marketing is an essential part of an organization. Marketing play’s an key role for
advertising and promoting the product by the company. Marketing department is also
interlinked with other departments of the organization. Marketing mix is an important
part for a product getting lunched in the market. Marketing also helps in knowing the
customers, their needs, wants and demand for a particular product. It also helps to
know the strength and weakness of the competitors.
Recommendation
Cadbury’s sales had started falling due to different competitors in the market.
Employees should be given training to improve the sales of the company. Aggressive
advertising and promotion needs to be done for making the customers aware about the
product and developing a want to buy the product.
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