Marketing Report: Roles, Strategies, and Analysis for Cadbury

This report offers a comprehensive analysis of Cadbury's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It explores how marketing relates to the broader organizational context, including its interrelationships with finance, research, and ...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK1.............................................................................................................................................5
P1 Discuss the Roles and responsibilities of marketing function...............................................5
P2) Explain how roles and responsibilities of marketing relates to wider organizational
context.........................................................................................................................................6
M2 Analyse the significance of interrelationship.......................................................................8
D1) Analyse key elements of marketing function and their interrelation with other functional
units.............................................................................................................................................8
TASK2.............................................................................................................................................8
P3) Compare the ways in which different organization adopt marketing mix to achieve
objectives.....................................................................................................................................8
M3) Describe different techniques that are used by company to achieve objectives..............12
Task 3.............................................................................................................................................13
P4) Develop a basic marketing plan for organization...............................................................13
M4 and D2) Evaluation of strategic business plan....................................................................18
CONCLUSION..............................................................................................................................19
REFRENCES.................................................................................................................................19

INTRODUCTION
Marketing is a business function that is performed to aware, attract customers towards the
goods and services of company. The main objective of marketing is to increase in sales as well as
profit margin of organization (Abedi and Abedini, 2017). It comprises advertising, promoting,
selling as well as distributing products to end users. Nowadays, post sales services is also
consider as an essential part of marketing. The current report considers Cadbury that is a
prominent confectionery organisation. It was situated by John Cadbury in 1824 and has
headquarter in United Kingdom. The company deals in chocolates, beverages in nearly 180
countries. The report discussed roles and responsibilities of marketing functions along with its
interrelation with different business functions in context of organisation. In addition, comparison
is carried out between marketing mix of two companies. Lastly, marketing plan is developed for
the further development and enhancement of organization. Moreover, the report renders an
overall prospective about marketing functions that are significant to achieve predefined
objectives.
TASK1
P1 Discuss the Roles and responsibilities of marketing function
Marketing is a core part of the businesses plaining which define the success of
organisation (Badi, 2019). It involve the multiple sets of different activities, for the analysis of
particular customer, identification for product demand of target market and so on. Its main
responsibilities is development of customer specify product, then the promotion of goods for the
achievement of desired income. The objective of marketing is to promote their product in a
unique way which highly attract the customer from target market and increases the sell. In
context of Cadbury steps of marketing products are discusses below:
 First step is to find out the crucial needs of customer and then the use of that particular
need as a opportunity for the start-up of the business.
 Second step is analysis of the target market that means selection of the particular age
group customer. for example targeting market specific to the product, if product is
related to the children then the target market will we children related.

 Next step approaching the customer through the combination of marketing mix
strategies. Which helps in making awareness about the product in front of consumers,
marketing involve different types of promotional activities.
 After the preparation of marketing mix, final process is application of those marketing
strategies in marketplace to promote the business.
Marketing is posses important part in attracting the prefer market towards the product for
increasing the purchase of product and services marketing is a combine functioning of some
interacting activities and analysing process which helps in the promotion and as well as in the
production of product related to the customer demand. brief about the Roles and responsibilities
of marketing is given below.
Marketing information: The essential role of marketing is the gathering of information
related to the marketplace, that is market research in this company managing director have to
divide marketing research responsibilities in between the marketing manager. Than marketing
manager have to do market research, they have to analyse the target market, so that they can be
able to understand the customer demand and the present competition. All over the marketing
research helps in analysing present, future demand of specific product, and in determining the
strategies use by the competitors (Avila-Robinson and Wakabayashi, 2018). This complete
research information use by the company to set future product demand, production of recently
required goods and the evolution in the product and marketing strategies by comparing with the
competitors strategies. Cadbury is doing same, as the manager of Cadbury always do the market
research to understand the changing requirements of customer, and to find-out the new strategies
of competitor, than they are developing innovative flavour and variety of product.
Financing: Marketing department is also responsible in the financial management,
because it has to be deal with financial department for the calculation of budget require for the
marketing activities. It has to coordinate with financial part of the company to make fund for the
promotional activities which should be ave-label at the time of requirement. In Cadbury this is
done by coordinating with financial department to make the estimate budget for promotional
activities.
Distribution: It is also consider as an essential function of marketing department. Here,
company uses effective supply chain as well as logistic management facilities so that customers

can easily access the products at nearby locations. In regards of Cadbury, organisation uses a
chain of retailers and distributors to ensure provide goods to end users at their convenient place.
It is analysed that there are several roles and responsibilities are associated with
marketing functions such as spread awareness and retain customers with company for longer
run. Here marketers are responsible to prepare appropriate marketing and promotional strategies
to enhance the brand value of entity among customers.
P2) Explain how roles and responsibilities of marketing relates to wider organizational context
Marketing is a process that is essential to increase in sales as well as profitability. It helps
to driven revenue for organisation that is crucial to perform various business activities. There are
ample of functions are performed in an entity on daily basis and cash is required to execute all
those activities in an efficient manner (Burgess and Munn, 2017). Marketing department helps to
generate revenue by promoting products and services at wide level. In addition, it is an activity
that is significant to enhance the presence of company on market. It is analysed that there is
strong association between marketing and other division of firm. There are ample of roles and
responsibilities that need to perform by marketing team in order to achieve organisational goals.
In context of Cad bury Some of them are given as under:
Marketing and Finance-It is the duty of finance managers to make arraignments of
required funds for company. For this, they procure money from various sources such as Equity,
bank loan, crowd funding and so on. Managers need to evaluate these sources before selecting
most suitable one for entity. Further, they also allocate and keep proper control over cash in
order to ensure effective use of available money. In addition, they also ensure to maintain
liquidity within company to undertake various business activities in appropriate way. Whereas
marketing team is responsible to promote products and services at wide level to get sustainable
competitive edge. Marketing managers of Cad bury are responsible to adopt effective strategies
to promote offerings at wide level as they are working in different countries across the globe. For
this, they undertake various marketing plans to increase in number of customers. Further, they
analyse the current market trend and provide products to meet with demand arise in market. Now
cad bury also use digital platforms majorly social media marketing to advertise their products.
Thus they helps to increase in cash inflow within company by increasing in revenue. On the

another side, finance department provides funds to marketing managers to organize marketing
campaigns. Thus marketing team of entity is not only responsible for their respective division but
also for other fields such as Finance (Dioko, 2016).
Marketing and Research Department- There are strong relation between research and
marketing departments. Researchers execute survey in order to examine the needs, desires,
preferences of customers and convey this information to marketing team. Further, they prepare
effective campaigns, plans to influence target segment. With this, they are able to increase brand
value of organization at market place. Research team of Cad bury is responsible survey related to
recent trends and pass this data to marketing team so that they can prepare appropriate strategies.
While it is the duty of marketing managers to make necessary alterations in present plans with
the help of available information. It helps them to meet with the needs of customers effectively
thus provide build higher goodwill of entity in market. Hence, they are responsible to make
appropriate strategies for the betterment of organization.
Marketing and Human resource- HR manager undertake activities such as recruitment,
selection to hire potential candidates to perform assigned task in an efficient manner. In addition,
they also motivate human resources by providing them several benefits such as incentives,
bonus, share in profit and many more. They are responsible to maintain a positive environment at
workplace and retain workers for a longer period of time (Dodds and Jolliffe, 2016). HR
managers not only provide qualified applicants but also arrange necessary training programs to
improve their efficiency. In context of Cad bury, managers select potential candidates who are
able to make better strategies in order to enhance customers base of company. Here marketing
manager is liable to analyse the current requirement employees within department and convey it
to HR personnels so that they can recruit competent work force. Therefore, there is interrelation
between both of the core divisions of entity that is crucial to maintain in predefined way.
Apart from the above stated divisions, marketing has great association with other
departments too. It has inter-relation with IT, research divsions as it helps to driven sales and
profitability for whole organisation which is essential to undertake various business function in
an efficient manner.
Market environment: Market environment refers to the elements available at market place
which affect the overall business performance. It comprises several variables such as customers,

suppliers, competitors and other that need to be analyse by organisation in regular interval in
order to prepare appropriate strategies.
Link of market environment with marketing roles and responsibilities:
Internal environment:
Vision: Every organisation works with some aim and objective. Here, main aim of
Cadbury is to provide quality goods to customers and enhance in sales & profitability. Marketing
function is undertake in order to enhance sales as well as profit margin of company.
Culture: Culture includes values, beliefs of individuals who are working in entity. In case
of Cadbury, it follows an appropriate work culture which also affect marketing and promotional
activities of organisation.
Micro environment
Customers: Customers are the crucial part of an organisation as they play a major role in
overall success and growth of an entity. Cadbury formulate effective marketing strategies to
attract buyers and retain them for a longer period of time. Here, marketing plan, campaigns of
organisation are highly affected with the expectation and desires of customers.
Competitors: It is analysed that competitors are the crucial part of marketing strategy of
an organisation. Managers of Cadbury prepare effective marketing strategies after analysing the
activities of rival firms such as Nestle and more. It provides higher competitive edge to firm.
Macro environment:
Political: Cadbury is a global brand that is working at international level in different
countries. Thus, marketing and promotional strategies of entity is highly affected with the
political environment prevailing in a country. Due to Brexit, organisation have to make
modifications in their existing strategies and policies.
Social Factors: Now, customers have become more conscious about their health thus
avoid to have unhealthy foods. Here, Mondelez which is parent company of Cadbury has
recently launched a new concept of healthy food so that people can enjoy snacks and chocolates
by taking care of their health.
From the above discussion, it is analysed that there are several internal as well as external
factors that significantly affect the performance of company. These factors assist managers to
prepare appropriate strategies to ensure future growth and success. On another side, organisation

need to invest huge time as well as cost to meet undertake necessary changes as per the
requirement.
M2 Analyse the significance of interrelationship
There are ample of departments in organisation such as finance, human resources,
research and many more. It is essential to maintain effective intradepartmental association to
achieve organizational objectives. Activities of one divisions significantly affects others thus it
need to monitor in an effective manner. Marketing department is a core source of revenue
generation for whole company that is required to perform other business operations. Whereas
other departments also helps marketing managers such as Finance team provide funds, human
resource managers hire qualified candidates to formulate effective strategies to increase in sales.
Therefore marketing is a crucial areas of business that possess strong association with other
fields. This interrelationship is essential to maintain effective coordination and attain predefined
goals (Grimmer, 2018).
D1) Analyse key elements of marketing function and their interrelation with other functional
units
Marketing is a process to exchange goods, services, ideas as well as thoughts with target
audience in order to inflate sales and profit margin. There are ample of functions that need to
perform by marketing managers such as promotion, advertisement, branding, distribution and
many more. These activities are crucial to distinct organization from its rivalries. It is the
responsibility of marketing team to create loyal customers base who give preference to their
brand over others. It is monitored that there are numerous business units within company and
these all are interrelated with each other. The above discussion enlighten on the significance of
interdepartmental association (Jolliffe, 2016). It is essential to meet with the demands of
customers in appropriate way. To execute marketing plan of Cad bury in an efficient manner, it
is vital to maintain proper coordination between HR, finance, research and other divisions of
company.
TASK2
Market environment: Market environment refers to the elements available at market place
which affect the overall business performance. It comprises several variables such as customers,

suppliers, competitors and other that need to be analyse by organisation in regular interval in
order to prepare appropriate strategies.
Link of market environment with marketing roles and responsibilities:
Internal environment:
Vision: Every organisation works with some aim and objective. Here, main aim of
Cadbury is to provide quality goods to customers and enhance in sales & profitability. Marketing
function is undertake in order to enhance sales as well as profit margin of company.
Culture: Culture includes values, beliefs of individuals who are working in entity. In case
of Cadbury, it follows an appropriate work culture which also affect marketing and promotional
activities of organisation.
Micro environment
Customers: Customers are the crucial part of an organisation as they play a major role in
overall success and growth of an entity. Cadbury formulate effective marketing strategies to
attract buyers and retain them for a longer period of time. Here, marketing plan, campaigns of
organisation are highly affected with the expectation and desires of customers.
Competitors: It is analysed that competitors are the crucial part of marketing strategy of
an organisation. Managers of Cadbury prepare effective marketing strategies after analysing the
activities of rival firms such as Nestle and more. It provides higher competitive edge to firm.
Macro environment:
Political: Cadbury is a global brand that is working at international level in different
countries. Thus, marketing and promotional strategies of entity is highly affected with the
political environment prevailing in a country. Due to Brexit, organisation have to make
modifications in their existing strategies and policies.
Social Factors: Now, customers have become more conscious about their health thus
avoid to have unhealthy foods. Here, Mondelez which is parent company of Cadbury has
recently launched a new concept of healthy food so that people can enjoy snacks and chocolates
by taking care of their health.
From the above discussion, it is analysed that there are several internal as well as external
factors that significantly affect the performance of company. These factors assist managers to
prepare appropriate strategies to ensure future growth and success. On another side, organisation

need to invest huge time as well as cost to meet undertake necessary changes as per the
requirement.
P3) Compare the ways in which different organization adopt marketing mix to achieve objectives
Marketing mix is a tool that is used to increase in number of customers to get
competitive advantage. It combines several elements such as product, price, place, promotion.
This framework helps to promote the products and services among target segment. It assists
managers to provide products and services to customers at their convenient place at right time. In
addition, marketing mix also comprises the way in which a company promotes its products.
Moreover, this technique is helpful to satisfy customers by meeting with their needs in an
appropriate way. Cad bury uses respective tool to attract more number of buyers and to remain
ahead from rivalries. For the current report a comparison between marketing mix of Nestle and
Cad bury is discussed as under:
Elements of marketing mix Cad bury Nestle
Product Products refers to the tangible
things that fulfil requirements
of customers. In context of
Cad bury, it provides
chocolates, desert, beverages
and many more There are
ample of products such as
eclairs, dairy milk, bournvile,
five star, and many more. In
addition, company also offers
biscuits such as Oreo that falls
under premium category.
It also offers beverages such as
bournvita. Because of this
diversify product mix entity is
able to meet with the needs of
target segment in an efficient
It owns a large product mix
that comprises a beverages like
nescafe, chocolates such as kit
kat, ready to eat dishes and so
on. With this company is able
to cater the needs of huge
segment. Maggi and nescafe
are two prominent brands of
organization which drives
most of its sales. These
products give an edge to nestle
over other rival firms.

manner.
Price Cadbury use different pricing
strategy for various products.
For instance, it charges high
price for bournvile. In addition
, there are other chocolates
such as five star, perk that
come in affordable pricing
range. Thus, they determine
price in way to target huge
segment. The company has
product with higher price as
well lower price as per the
buying power of customers.
It use price skimming as
company set higher price for
products then reduce it
overtime. Products of
organisation such as Maggi
and nescafe falls under
affordable price range that cab
be easily purchased by end
users.
Place Cad bury has effective
distribution management
system with this it has become
the first choice of customers. It
can be easily accessible at
retail stores, supermarkets,
convenient stores and so on.
Company posses effective
network of retailers globally
thus able to fulfil the
requirement of buyers on
timely basis. It also available
in rural areas cater the needs of
rural audience. The
Nestle use a chain of
distribution from manufactures
to whole sellers and then
retailers. At end, retailers make
product available to end users.
Maggi is the most demanding
product of company thus it
ensure to make it easily
available to customers through
retail stores, supermarkets. The
products are manufactured in
Europe and make available by
company to customers of
different countries at their
nearby stores.
Promotion Cad bury use various Organisation adopts various

traditional ways such as TV,
newspapers, billboards to
promote its product. Company
makes modification in present
strategy and use catchy tag line
such as “Kuch Mita ho
jaye”position the brand among
customers. Further entity also
use social media platforms to
enhance the presence of
company worldwide. It also
use celebrity endorsement to
attract more number of buyers
towards offerings of entity
(Kayabasi and Mtetwa, 2016).
promotional tools such as TV
advertisement, billboards,
hoardings and many more.
Celebrity endorsement is
consider as a key element of
companies promotional tool.
Managers also modify their
existing strategies in order to
face competition. Further, it
use tag lines, slogans so that
customers get attracted
towards its products and
purchase it.
People Cad bury hire potential
candidates who are competent
enough to undertake various
business functions effectively.
It hire candidates from campus
placement, refer alls, walk in
after multiple rounds of
interview. It has efficient sales
representatives and customers
care people who are able to
maintain long term
relationship with customers.
Nestle is renowned company
thus it recruit people who are
qualified and have the
competency to deal with
premium customers. For this,
even after recruitemnt,
managers arrange training and
development programs to
enhance in the skills of
employees. So, they are able to
perform assigned task without
any mistake.
Process It refers to the effective
conversion of raw material
into finish goods by
It is analysed that the Nestle is
using smooth process to
increase in efficiency of

eliminating unnecessary
activities during
manufacturing process. Cad
bury undertakes various
functions, activities,
techniques to produce quality
products and services.
Company use advance
technologies such as lean
manufacturing to minimize
wastages during production
process and develop standard
goods. These techniques help
to minimize cost thus increase
in sales and profit margin
(Kotoua and Ilkan, 2017).
company. It has competent
team of personnels who are
able to handle whole
production process in
appropriate way. In addition,
company is using unique
techniques to develop quality
goods.
Physical Evidence Cad bury is a prominent brand
that owns highly attractive
ambiance, interior designs of
outlets and so on. It includes
all the things that are tangible
and visible to buyers. Cad bury
appoint qualified staff
members to interact with
customers while they visit to
store. With this way, company
is able to motivate buyers to
visit stores frequently.
Nestle is a global brand that
has higher brand value. Most
of its customers are from
premium category to cater
their needs it has established
coffee corners with vending
machines. The machine has
companies logo that also act as
a promotional tool to increase
in customer base of company.

M3) Describe different techniques that are used by company to achieve objectives
There are ample of techniques are using by Cadbury to differentiate itself from other
competitors such as Nestle. Company use effective marketing campaigns, attractive tag lines to
attract more number of buyers towards product. In addition, it also design pricing strategy in
such a manner that product become affordable for wide audience. With this, Cad bury is able to
maintain higher sales and profit margins (Manion and Widder, 2017).
Task 3
P4) Develop a basic marketing plan for organization
Marketing plan is described as strategic report which includes plans and strategies which
is requires by Cadbury for communicating information to their prospective customers. There are
ample number of methods which utilised by company in order to identifying target customer and
gaining competitive advantages. In present context, Cadbury developing launched new product
which refers to full of natural ingredients and sugar free chocolate so they attracting more
customers.
Company Overview-
Cadbury is one of the leading brand across globe they dealing in chocolates and many
more other brands such as bars, deserts, ice-creams, beverages, cookies, biscuit and many more.
These is the second largest confectionery organisation due to they provide wide range of
products and services. They used advanced technology so smooth flow of manufacturing of
products and services. It includes also easily expand their business operations in other countries
so targeting larger customer base.
Mission &Vision
Organisation main purpose and aim they provides high quality of goods and services in
order to enhancing standard of living. They developing effective distribution network which
easily supply goods and services to customers.
Objective of company- The main objective and goals of company to promote their
product and services in that way to gaining competitive advantages which increasing profitability
of company.
Marketing objectives

 They provide these products and services which fulfil the needs and wants of customer
and achieving satisfaction level of customers.
 One of the main marketing objective to increasing sales revenue by 35% when launching
new product at marketplace. They attract large numbers of customer and maintain good relationship for longer period
of time
STP approach:
It is a most effective tool of marketing, in present growing market there are different
types of marketing strategies and one of the most innovative strategies of them is STP approach.
This approach involves the segmentation, targeting, positioning which is done on the basis of
customer analysis (Neuninger, 2017). It is a kind of marketing frame work involves the step by
step separation of customer's in different group on the basis of various characteristics, age, sex,
and preference. Targeting the potential customer’s buyers, target the specific market position.
Than the division of businesses into the branch according to segmentation. In the case of
Cadbury, it segments their customer and product on the basis of it for example Cadbury is
providing occasion specific product, customer specific product by targeting couples. STP modal
of given company is illustrated below.
 Segmentation: As we target the market in normal basis, by analysing single factor
for e.g. if a business is done for the production and selling of chocolates then it will
know as simple targeting strategies. But if the organisation focus on the different
elements of the market than segment their product market on the basis of those factors
than that will called as segmented market. It involves the separation of target market
in two smallest branches by grouping the consumers on the basis of similarity they
possess. Those elements are demography (age), needs, behaviour, psycho-graphic
(economical class).

 Targeting: After the analysis of different elements of market next step is selection
and targeting of those elements of market like for which group the company is going
to segregate their business (Sharma, Ahuja and Alavi, 2018). As Cadbury target the
special age group of customer's who loves the chocolates and it target the behavioural
needs for e.g. occasional and personalised needs that is needs of couples for valentine
special chocolates.
 Positioning: After the completion of those two task the final step is to position that
specific product in the market by crating brand image related to the particular needs of
customer's. It can be done by advertising the product to inform the consumers about
that particular product and services they want and which is now available. Cadbury is
having good brand image in market place as it provides product to fulfil the customer's
demand and promote by effective methods.

SWOT analysis of Cadbury
It is the part of management system which helps in the identification of internal and
external factors which effects the growth and plaining of organisation, It guides in the
construction of business plans and objectives on the basis of internal and external situation of
company, SWOT is an analysis of strength, weakness, opportunity and threats of the
organisation. Which finally aid to understand the potential and weakness of company so that
company can change their plain according to this.
Strength Weakness
Cadbury Has good brand image
Trust of customers towards the product
78% market share
multiple variety of products
Lower income of some target customer's
Health problems related to the chocolates,
cavity, diabetes, obesity.
Lower Prise strategies of Amul as compared to
Nestle
opportunities Threats
Increasing needs of customers for chocolates
New production techniques help in the
production of different flavour
Incrimination in company shareholder
Growth of other chocolates and sweets
company
Spreading of negative rumours
Innovation of competitors
Marketing MIX-
The marketing mix defines as the set of action, something different which helps to
promote the brand and sale of the particular company. The marketing mix indicate the total
branding of product by proper set of strategies that leads to help in the counter of goals. The
objective includes the 4Ps that is price, place, promotion, and place. Also provide the brief
knowledge in the competitive advantage at marketplace. In the context of Cadbury. The
management team conduct some market mix which are follow:

Product- There are different variety of product which demanded by the different class of
customer (Waite and Pérez-Vega, 2018) . The selected firm take a step for the customer and
provide best product to customer. Like sugar free chocolates, which make a step for the
profitability. Company is renowned for its chocolates such as dairy milk, bournvile and more.
Apart from this, they also deal in desserts, beverages etc to cater the needs and requirements of
different segments.
Price- On the basis of the cost leadership tactile, Cadbury just adjust the cost price with
the perception of customer and their purchase capabilities. Like they launched high cost range of
product in the big cities. While they introduce low cost product in the rural areas, now rural have
also ability to go with various range of product which is launched by the Cadbury. As this
Cadbury introduce the intermediate range of product in the rural market. Here, company
provides product in different price range. It has both affordable as well as premium products to
target huge number of customers across the globe.
Place- Cadbury have to must raise the profit its done by opening own outlets. Which
helps to increase the sale and profit by giving more services in the urban and rural. This can also
enhance the business productivity. Company owns an efficient supply chain management system
which make it enable to provide necessary goods to end users at right time and place. They are
using a chain of retailers and distributors to make product available to customers at their
convenient place.
Promotion- It is defined as the set of activity, to promote the sale by creating an
awareness of product that helps to create the brand value of product. The Cadbury followed this
strategy they generally used digital platform and by their ads which they connect with the
customer. Beside this, company also uses TV, newspaper advertisements, billboards, hoardings
and celebrity endorsement to promote as well as advertise product at wide level
People: It is analysed that Cadbury hires potential candidates who can effectively
interact with their customers and able to undertake various assign task in an efficient manner.
For this, they do recruitment from elite universities to get competent person who will be able to
perform assigned task in an efficient manner.
Physical evidence: Here, company has attractive ambiance and interior which is essential
to grab the attention of buyers. In addition, its highly competent and skilled work force also

provide it competitive edge at market place. Cadbury emphasis to provide overwhelming
experience to customers so that they visit its outlets frequently. It will provide higher competitive
advantage to organisation which is essential to sustain in market for longer period of time.
Process: It is examined that Cadbury uses effective process to produce quality goods and
maintain higher brand value of entity at market place. It uses appropriate logistics and supply and
chain management approaches in order to prove products to end users at right time and place.In
this, company uses an effective maufaciring process and various approaches such as TQM, lean
production and more to produce quality products at reasonable price.
Marketing Budget:
While developing plans it is essential to set budget that is necessary for execution of the
set plan. The audit and finance team does management of this function and they formulate notes
of the transactions on each day.
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000
million
45000
million
13000
million
14000
million
Marketing outlay
Sales publicity 2300 2000 2000 2000
Direct selling 4900 4500 2000 2000
Promotion 6000 2500 6000 3000
Total 13200
million
9000
million
10000
million
7000
million
Evaluation of marketing plan:
Sale Analysis- Techniques which used to calculate the performance and progression of sale
within the company.

ADVANTAGES:
Consumer Branding- Company take a review about the product called feedback and
change accordingly.
DISADVANTAGES: Technical Knowledge- Done by those who have proper knowledge to field.
 Cost- Some organisation hires outsource unit for sale analysis which need some
investment and create disadvantage for company.
M4 and D2) Evaluation of strategic business plan
Marketing plan is a document that contains various strategies, plans to launch a new
product and service at market place. Besides, strategies it comprises budgets that will be required
launch a new product. Marketing mix that comprises 7P'S is crucial to increase in sales and profit
margin of entity.
Product- Cad bury provides wide range of product mix such as chocolates, beverages, biscuits to
cater the needs to target segment.
Price- The price of companies product are reasonable thus accessible by large number of buyers.
Place- Cad bury offers goods through its retail stores, supermarket that are easily approachable
buyers.
Promotion-Company use effective marketing campaigns, celebrity endorsement to promote
products at wide level.
People-It comprises competent managers, staff members who have the abilities to deal with
customers in an efficient manner.
Process- The process used by Cad bury is effective and comprises various techniques to produce
quality goods.
Physical Evidence-Company owns attractive ambiance, interior designs and presentable staff
members to attract more number of customers.

CONCLUSION
With above report, it is analysed that marketing is an activity that is essential to increase
in sales and profitability of company. Discussion has been carried out regarding different
functions of marketing along with the roles and responsibilities of marketing managers. Further,
interrelationship between marketing and other departments is significant to achieve predefined
goals. Moreover, marketing mix is used as an effective tool so that more numbers of buyers get
attracted towards products being offered by organisation.

REFRENCES
Books and Journals
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management, 10(1), pp.34-41.
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Avila-Robinson, A. and Wakabayashi, N., 2018. Changes in the structures and directions of
destination management and marketing research: A bibliometric mapping study, 2005–
2016. Journal of Destination Marketing & Management, 10, pp.101-111.
Burgess, B. and Munn, D., 2017. A Practitioner's Guide to Account-based Marketing:
Accelerating Growth in Strategic Accounts. Kogan Page Publishers.
Dioko, L.D.A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
Dodds, R. and Jolliffe, L., 2016. Experiential tourism: Creating and marketing tourism attraction
experiences. The handbook of managing and marketing tourism experiences, pp.113-
129.
Grimmer, L., 2018. Convenience and service key essentials of retailing: Interview with Jennifer
Stackhouse.
Jolliffe, L., 2016. Marketing culinary tourism experiences. The handbook of managing and
marketing tourism experiences, pp.363-378.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance. European Business Review.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Manion, C.R. and Widder, R.M., 2017. Essentials of essential oils. American Journal of Health-
System Pharmacy, 74(9), pp.e153-e162.
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing, pp.54-65.

Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network
analysis in the field of marketing. Journal of internet commerce, 17(1), pp.26-45.
Waite, K. and Pérez-Vega, R., 2018. Essentials of Digital Marketing.
(Abedi and Abedini, 2017)(Badi, 2019)(Avila-Robinson and Wakabayashi, 2018)(Burgess and
Munn, 2017)(Dioko, 2016)(Dodds and Jolliffe, 2016)(Grimmer, 2018)(Jolliffe, 2016)
(Kayabasi and Mtetwa, 2016)(Kotoua and Ilkan, 2017)(Manion and Widder, 2017)
(Neuninger, 2017)(Sharma, Ahuja and Alavi, 2018)(Waite and Pérez-Vega, 2018)