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

This report delves into the core principles of marketing, using Cadbury as a case study. It examines the key roles and responsibilities of the marketing function, analyzing their impact within the wider organizational context. The report further compares Cadbury's marketing mix with that of Divine Chocolate, highlighting the tactics employed to achieve business objectives. Finally, it presents a detailed, evidence-based marketing plan for Cadbury, outlining strategies for future success.

MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................2
P1 Explain key roles and responsibilities of marketing function................................................2
M1 Analyze roles and responsibilities of marketing in context of marketing environment.......5
P2 Explain how the roles and responsibilities of the marketing relate to wider organizational
context..........................................................................................................................................8
M2 Analyze significance of the interrelationships between the marketing and other functional
units of organization..................................................................................................................10
Task 2.............................................................................................................................................14
P3 Compare the ways in which various organizations apply the marketing mix to the
marketing planning to achieve business objectives...................................................................14
M3 Evaluate the different tactics which is applied by the organization to demonstrate how the
business objectives have been achieved....................................................................................16
Task 3.............................................................................................................................................18
P4 Produce and evaluate the basic marketing plan for the organization...................................18
M4 Produce a detailed, coherent evidence-based marketing plan for the organization............20
Conclusion.....................................................................................................................................22
References......................................................................................................................................23

LIST OF FIGURES
Figure 1: Functions of marketing....................................................................................................3
Figure 2: Internal marketing environment.......................................................................................6
Figure 3: External marketing environment......................................................................................7
Figure 4: Functions of production department..............................................................................11
Figure 5: Financial department stages...........................................................................................12
Figure 6: Human resource department..........................................................................................13
Figure 7: 7P's of marketing mix.....................................................................................................18
Figure 8: Marketing plan...............................................................................................................20

LIST OF TABLES
Table 1: Comparison of organization on basis of 7P's..................................................................14

Introduction
Marketing essentials is the activity or set of institutions or processes for creating, delivering and
communicating offerings which is important for clients, society, partners and customers at large.
This report will provide the study on Cadbury which is the UK’s largest multinational
confectionary company which provide the chocolate products. This report will study about the
roles and responsibilities of marketing for the Cadbury organization which is related to the
organizational context. The report will also provide the comparison between the organizations
by applying the marketing mix for achieving the business objectives. The study will also
describe about the various tactics which will applied by the organization for increasing the
growth of the organization. The production and evaluation of marketing plan for the organization
will also be described in this report. At last the study will show brief discussion on evidence-
based plan which relates to marketing for achieving the organizational goal by proper planning.
1

Task 1
P1 Explain key roles and responsibilities of marketing function
Marketing is the process of action which promotes and sells different products and services,
using the best marketing strategy and advertisement strategy in various organization such as
Cadbury. Cadbury is the British multinational company which is the second largest
confectionary brand in the world. It majorly operates in more than 50 countries. The organization
majorly known for its dairy milk chocolates, roses selection box, the crème egg and various
confectionary products (Kumar, 2015).
Marketing Roles
Marketing plays very important role in promotion and mission of the Cadbury organization. The
business is represented from the coordination and the way of materials produced. Depending on
Cadbury organization, the different roles of marketing function are as follows:
Defining the Brand – It is the role in which the company defines itself which states about the
position of the company. Defining the brand will allow customers to take interest in the business
the Cadbury contains.
Monitoring Social Media – Marketing helps the organization in maintaining the social media
pages which consist of information related to the organization which sometimes helps in
promotion of the products and services.
Establishing Internal Communication – The employees of every organization needs to
understand the organization’s goals, objectives, priorities and values. Marketing proves to the
path of communication through intranet or newsletter (Kotler, 2015).
Serves as Media Liaison – When the company is being cited, a person related to the marketing
department acts as a spokesperson for the company, or guides the executives of the business in
how to respond the queries of media.
2

Figure 1: Functions of marketing
(Source: Functions of Marketing, 2010)
Marketing Responsibilities
The marketing department of the organization has a responsibility to generate revenue, increase
the market share, and contributing to the company’s profitability and growth. In this process
various persons like manager or director can involve in handling their responsibilities. There are
various marketing responsibilities which are as follows:
Strategy – This is the major method for the organization to increase the market share by
preparing the strategies to achieve the organizational goals. For example – strategy related to
opening the new sector, new channel of distribution etc.
Development of Product – The department of marketing works with the external and internal
development teams for introducing new products and services for the customers (Wirtz, et.al,
2014). After finalizing the promotion and pricing strategies are to be maintained for achieving
the goals.
3

Market Research – It is the basic responsibility of the marketing function. It helps in analyzing
the trends of the market, customer needs and various competitors so that various actions can be
taken to handle the establishment of the organization.
4

M1 Analyze roles and responsibilities of marketing in context of marketing environment
Marketing environment is the external and internal combination of factors which affects the
Cadbury in establishing the relationship and in serving its customers. The internal environment
consists of workers, machines, owners, materials etc and external environment consists of
producing, promoting, distributing and society. There are various factors which affect the
marketing function of the marketing environment are described below (Visser and Tolhurst,
2017). There are two types of factors which affect the marketing function they are internal and
external environment. These factors are discussed below:
Internal Environment – It refers to the factors which are present within the marketing firm.
These factors are controllable ones as the company has control over these factors. The factors
which influence the functions of marketing are as follows:
 The top management of the company which includes directors, board of directors and
they have all the rights to mould and hold the decisions they have taken.
 Finance and accounting is another factor which manages the profits and revenue of the
organization in achieving the objectives of the business.
 Company’s Image and Brand equity helps in raising the funds for the company, making
alliances with various firms and forming joint ventures (Kotabe and Helsen, 2014).
5

Figure 2: Internal marketing environment
(Source: Environmental Factors, 2018)
External Environment – These are the factors which are beyond the control of the firm, its
success depends only on adaptability of environment. It consists of:
Micro Environment – The factors which are in environment proximity. The factors in macro
environment are:
 The suppliers of the firm can also alter the company’s competitive position and the
marketing capabilities.
 The market intermediaries for every producers helps in various activities like promoting,
distribution and selling of various products and services.
Macro Environment – These are the kind of external factors which cannot be controllable by the
organization. They can indirectly affect the company’s decision. Various factors of macro
environment are:
 The economic factors affect the distribution and production of the various fields as these
are the important factors which affect the decision of the organization.
6

 Various developments and changes in political and legal factors directly affect the
decisions of the organization (Ashill and Jobber, 2014).
 The social forces in production process helps in eliminating the harmful materials uses
for the production of the goods and services.
Figure 3: External marketing environment
(Source: Macro-environmental Factors, 2018)
7

P2 Explain how the roles and responsibilities of the marketing relate to wider organizational
context
Cadbury needs to create the friendly and sustained relationships with customers, and also the
marketing relationships with different segments of market for achieving the targeted goals. There
are various methods which relates to the organizational context which are as follows:
Profit Generation – Cadbury can increase their profits by keeping the records of the customers.
The completion of customers demand will help the organization in increasing the revenues by
providing the quality products from the organization. The generation of profits will increase the
reputation and competitive advantage of the organization (Pollack, et.al, 2015).
Profit Sharing – For standing into the competitive market the organization has to maintain the
share prices at its best so that people can purchase their shares and earn the revenues from them.
The prices maintained by the Cadbury of the shares will helps in increasing the growth of the
organization.
Market Share – Maintaining the position into the market is the major requirement of the
reputation of company. For this, the organization has to study and research the market in proper
way so that the organization can hold top position into the market for achieving the sustained
growth (Edeling and Himme, 2018).
Sales Target – The Cadbury must maintain the best strategies for achieving the sales target of the
organization which includes the selling of products and services to the customers. It can be done
by reaching to the various customers who will increase the customer’s interest which can foster
the economic growth of the organization. This will also increase the revenue generation speed of
the organization.
Marketing Segmentation – Cadbury should follow the strategy of segmenting the people into
various groups which will help the organization to focus on every group which will define the
actual needs and demands of the organization related to the products and services. This is the
best method to achieve the goals of the organization by knowing the customer’s requirements by
dividing them into various segments (Solomon, et.al, 2014).
8

Growth – The growth of the organization will also affects the stakeholders, creditors, investors,
customers and employees of the organization if innovative and creative ideas will be applied to
the products that will increase the interest of the customers in the products. This will enhance the
growth of the organization at large pace.
9

M2 Analyze significance of the interrelationships between the marketing and other functional
units of organization
For achieving the sustained growth of an organization, the entire organization has to put all
efforts for achieving the targeted goals of the organization as a whole. For this purpose, various
departments of the Cadbury organization have to be studied properly. There are various
departments or functional units of the organization which relates to the marketing function are as
follows:
Production Department
The department of marketing of Cadbury need to work very closely with production department
for ensuring the adequate development and research planning for satisfying the future and
current needs of the customer (Esmark, et.al, 2016). The production department takes care of the
quality and design of the product which will help the product in indentifying from other
products. The marketing department may set deadlines for stretching the capabilities of
production department. The marketing department will provide the deadline for the tasks so that
the customers can get the desired products on time. This will increase the reputation of the firm
at large level which will be sufficient to take stand in the competitive market.
10

Figure 4: Functions of production department
(Source: Production Management, 2010)
Accounting and Finance Department
The marketing department of Cadbury have to work closely with the department of finance and
accounting for ensuring the availability of the budget for meeting up the needs of research,
distribution and promotion. This department states that all the work must be done under the
financial capabilities. It marketing department helps in increasing the sales volume, market share
where as the finance department helps in covering costs, paying back investments and cash flow
of the organization (Papadopoulos and Heslop, 2014).
11

Figure 5: Financial department stages
(Source: Financial Department Hierarchy, 2018)
Human Resource Department
The marketing department of Cadbury has to work deeply with human resources department for
ensuring the staffing levels and appropriate skills for developing and researching the ideas for
product. This is also necessary department which helps in achieving the production targets. By
recruiting highly skilled competent force for production purpose will help in creating ambitious
and competent sales team. It will also demand various training and development sessions for the
employees of the organization to deal with the situation of production. It also has to maintain the
balance between the functioning of various departments (Bratton and Gold, 2017). The best work
force will increase the strength of the origination and even it will foster the economic growth too.
12

Figure 6: Human resource department
(Source: Ana Lechintan, 2017)
13

Task 2
P3 Compare the ways in which various organizations apply the marketing mix to the marketing
planning to achieve business objectives
Marketing is the function of promoting various products and services in front of the customers
for increasing the organizational growth. The marketing can be done on using the marketing mix
function. Cadbury has adopted the function of marketing mix for fostering the growth of the
organization. The Cadbury brand has compared itself from other organization like Divine
Chocolate of UK for explaining the marketing mix functions:
Table 1: Comparison of organization on basis of 7P's
Marketing Tools Cadbury Divine Chocolate (Other
Organization)
Product The Cadbury is the leading brand
which provides the best products
related to chocolates and other
products. The product can be
improved by applying creativity and
innovation to the product for
increasing the customer attraction
(Huang and Sarigöllü, 2014).
The Divine chocolates have
declared the best taste award in
year 2013. This is because it has
given the best ideas of innovation
to the products.
Promotion Cadbury has adopted expensive
method for promoting its product at
large scale. It had given the extra
quantity in their chocolates for
increasing the consumer’s interest
towards their products.
It has promoted its product by
adding 70 percent dark chocolate
to its product which is liked by
most of the customers.
Place Cadbury has various outlets like
retailers and wholesalers. For
Divine chocolate also has various
outlets through retailers and
14

increasing the outlets of the
organization, Cadbury should study
the market more precisely for
understanding the market better
(Hassan, 2015).
wholesalers including online
services to provide the chocolates
at large pace.
Physical Evidence It has kept all the record of
questioning, buying behaviour of
customers. For increasing the
physical existence of the product
Cadbury has provided brochures and
pamphlets in which all guidelines
have been written precisely.
It has proved its physical existence
by promoting its product at large
level using television, social sites
etc.
Price The pricing of the Cadbury has
always been in accordance with the
competitors. The prices are charged
high due to its quality which should
be maintained for the growth
purpose.
The prices of Divine chocolate are
lower than the Cadbury due to its
quality issue which may increase
in future.
People People plays important role for
increasing the business of the
Cadbury. The organization has
targeted the young generation and
children for selling the product
(Jindal, et.al, 2018).
The Divine chocolates have
targeted customers by providing
the dark chocolate ratio in their
products.
Process Cadbury keep all the records from
which the customers can be targeted
at large level which will give the
huge growth to the organization by
providing better services to the
The Divine chocolates majorly
focus on the selling process of the
products which increase their sales
to large extent.
15

customers.
16

M3 Evaluate the different tactics which is applied by the organization to demonstrate how the
business objectives have been achieved
On the basis of comparison, both organizations have different pricing methods and policies on
the basis of marketing needs. There are various features related to promotion, price and physical
evidence of any product. For achieving the business objectives following points are as follows:
 The designing of the products should be based on the market trends and research which
shows the current requirements of the product development. The product should provide
the customer satisfaction to large extent (Reim, et.al, 2015).
 The organization must settle their place (location) of selling the products to the customers
nearby them so that they can get easily availability of the products without any stress and
frustration of the product unavailability.
 The organization should have the fair pricing policy so that the customers feel free to
purchase various products. The cost of production decides the pricing of the product and
the competitor’s pricing methods.
 Cadbury must have skilled techniques for promoting their products worldwide. The
organization can use online mode or promotion so that they can achieve the global
success (Lee, 2016).
 The people policy must include the customers which the organization used to target for
achievement of the growth of the organization by increasing the promoting activities of
the products.
 The process of selling the products to customers should be very clear and precise so that
the customer can feel relaxed and satisfied due to the best services they are being getting
from the organization.
 The working environment of the organization must be properly planned and structured so
that the organization feels easy in achieving the various goals. The physical existence of
any product and its guidelines are very necessary for customer satisfaction which fosters
the growth of the organization at large level (Koch and Benlian, 2015).
17

Figure 7: 7P's of marketing mix
(Source: Marketing Theories, 2018)
18

Task 3
P4 Produce and evaluate the basic marketing plan for the organization
The marketing plan should consist of the better understanding of the customer’s needs. Cadbury
should research the market properly for producing the best quality of products and services. The
marketing plan for the organization has the following steps which are described below:
Situation Analysis – This section mentions the situation of the task in the organization and even
it will define the plan for coming months too. This section must provide a short overview of the
situations on which the organization has to work on too hard.
Target Audience – This section should maintain the record of those customers which are
targeted by the organization for testing their results of the products. It also defines the age, sex,
gender of the customers (Westwood, 2016). The category must include the lawyers, doctors,
shopping malls etc, and the criteria of qualifications must be mentioned in this section.
Goals – This section makes the list of organization’s marketing goals for upcoming years.
Performance evaluation can be done on the basis of realistic and measurable goals. The goals of
the company must be properly defined so that the employees can take action according to that.
Strategies and Tactics – This section will describe the planning of various strategies and tactics
for achieving the goals of the organization. The strategy should define the growth criteria of the
organization. The tactics should include the actionable plan for advertising, direct mail, special
promotions, and public relations. Planning on paper must be followed for achieving the best
quality goals (McDonald and Wilson, 2016).
Budget Breakdown – The last section of the plan should mention the budget requirement for
achieving the strategies and tactics for the organizational development. This step is to adapt the
ways of success by adjusting the cost of budget according to the tactics, if expensive tactics have
been planned than they can be altered with less expensive ones.
19

Figure 8: Marketing plan
(Source: Marketing Plan, 2018)
Marketing planning is very essential in business for reaching the target market. They are used to
structure the position of the organization at immense level. For example – the tactics that have
been prepared used to increase the, market share of the organization. Marketing plan consist of
various components like research, budget, positioning, marketing strategy etc. which is very
important for making perfect marketing plan. For making organizational success, increase in
market share and sales, customer satisfaction and loyalty, market research are key components
which fosters the growth of the organization (Harrison and Lock, 2017).
20

M4 Produce a detailed, coherent evidence-based marketing plan for the organization
Evidence-based marketing plan is a type of marketing which uses research, trends, statistics,
customer interviews and industry practises for proving that the work is going according to the
company’s guidelines only (Burkhardt, et.al, 2015). There are seven phases which should be
applied of evidence based marketing for Cadbury organization which are as follows:
Situational Analysis – It is to mention the current state of the particular market and company
which includes:
 What were the quantitative benchmarks for the success?
 Which of the segments have best performance?
 What were the benchmarks that are left and which were met?
Market Intelligence – This section usually takes a look of the market which includes the
following question:
 What are the key trends of the industry?
 What are the channels of distribution and what are to be preferred?
Assessment – After these two steps analyze what should be done next for achieving the success
(Sharp, 2016). It consists of following question:
 What are the opportunities that should be prioritized?
 What should be the strategies that should be applied to the various segments?
Reality and Research Check – If any gaps had been find in assessment than implementation of
research should be done which should include:
 What will be risk or reward relationship?
 Market acceptance of the offers, positioning and products.
Test – After going through the entire steps test is another step which becomes the building block
of the new campaigns. This will majorly focus on:
21

 Creative strategies.
 Lead or sales processing and strategies.
 Market segmentation and market strategies.
Expansion – This section includes the knowledge which is related to the live marketplace from
the successful tests that have been conducted (Glaub, et.al, 2014). Expansion is all about the
creating, winning, lists, offers which needs the expansion so that the success can be achieved at
large pace.
Refinement – This is the last stage, which defines the work, model validation, and all the work
get fine-tuned. It’s the stage where the business is built and it is the iterative process. This step
puts all the puzzles together for showing up the future success with full expansion of the
organization. It is last stage which removes the impurities of the organization which is not
important in the growth of the organization.
22

Conclusion
With the above report, various roles and responsibilities of marketing function of Cadbury have
been described which has given the brief point’s related to organizational context. The study has
also concluded about the interrelationships between the marketing and other units of the
organization. The study has provided the brief comparison between the two organizations by
applying the marketing mix technique for achieving the objectives of the business. The report
has also evaluated various tactics used by the organization for achieving the desired goals. The
report has studied the marketing plan which is needed for the organization to maintain its
production and customer satisfaction at large scale. The marketing essentials have been properly
elaborated in this report by describing the evidence-based plan of marketing which can be
applied to the organization for achieving the success in wider sense.
23

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