Marketing Essentials

This essay explores the core principles of marketing, analyzing Cadbury's marketing strategies and comparing them to Nestle's. It examines the marketing process, the role of a marketing manager, and the importance of interdepartmental collaboration. The essay concludes with a detailed marketing plan for Cadbury's Dairy Milk chocolates, including SWOT and PESTEL analysis, market segmentation, target market identification, and a comprehensive budget.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1. Concept of marketing..............................................................................................................1
2. Overview of different marketing process................................................................................1
3. Responsibilities of marketing manager...................................................................................2
4. Interrelationship between various functional unit...................................................................4
5. Importance of the marketing role............................................................................................5
6. Emphasise the significance of having effective interrelationships between different
functional departments.................................................................................................................5
7. Marketing Mix.........................................................................................................................5
8. Marketing plan.........................................................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the process where the buying and selling of goods and services takes
place. Four elements are included in marketing that is identification, selection and development
of product, its price and distribution channel to reach customer and development of strategies.In
the present report, role of marketing and its functional units in CADBURY organisation will be
studied. Roles and responsibilities of marketing manager in organisation is also to be discussed
in this report. After that it will be discussed the ways to achieve overall business objectives by
using elements of (7P'S) of marketing mix. Further, in this report basic elements of marketing
plan will be discussed.
TASK
1. Concept of marketing
Marketing can be described as a term where organisation analyse the needs and wants of
customers and makes a solution in terms of customer needs and satisfaction. It is a process of
developing and maintaining long term relationship with the customers. Current and future trends
are the elements which shows competition in the market. Analysing these needs makes
CADBURY to establish consumer satisfaction (Davis, 2017). Marketing concept is the strategy
used by organisation to satisfy customer needs, to increase volume sales of the organisation, for
profit maximization and also to stand competitive in front of different competitors in the market.
Current trend in marketing includes, globalization, diversity, flexibility, flat, and
networks. Globalization in organisation includes marketing in both national and international
business where to stay competitive, offshore outsourcing is to be done. Diversity on organisation
includes working with the colleagues from different nations and culture. Recent current trend of
Cadbury marketing is to grant license to make Doughnuts to target snack market of the business.
To develop a higher competition in market, flexibility is more important (Mac and Evangelista,
2018).
To shape the future of market, future trends include economic environment, where to
maximise efficiency cost cuts are now new factor for organisation. Many other factors are also
there which are included in marketing concepts like digital transformation, social media
marketing. Targeted emails, text message advertisements etc. (Flora, Schooler and Pierson,
2018).
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2. Overview of different marketing process
Marketing process consist of four elements that is situation analysis, marketing strategy,
marketing mix decision, implementation and control.
Situation analysis:
In this analysis, marketing is done to identify the different opportunities which satisfies
the customer needs. CADBURY needs to analyze what factors are affecting its internal and
external environment. It also includes past, present and future analysis, its customer, competitors,
climate etc. (Posner, Williams and Posner, 2015).
Marketing strategy.
After analysing different market situation, organisation will analyse on different market
segmentations which identifies customer needs and wants. Accessible, identifiable and
substantial are three segmentation criteria in this strategy. Company tries to give clear and
specific vision to customer so that its image among the customer will be loyal (Mandal and
Joshi, 2017).
Marketing mix decision.
Seven marketing mixes are available on which organisation can make effective strategies
by implementing them to achieve the organisational objectives. It depends on the decisions that
are created on marketing 7P's which includes product- brand name, quality, packaging etc. Price-
flexibility, pricing strategies etc. Place- members, channels of distribution etc. Promotion-
advertising, sales promotion etc. (Russell-Bennett, Wood and Previte, 2016).
Implementation and Control.
This point shows that by implementation and control, it is assumed that the product has
been finally developed and launched. It shows achievement which company has achieved by
implementing strategies in the organisation. (Sano, 2016).
3. Responsibilities of marketing manager
For handling the entire marketing activities, marketing manager was appointed in the
CADBURY organisation. Manager has to handle efficient and effective performance in the
organisation by coordinating activities so that customer can influence to select the products of
organisation. Following roles of marketing manager are:
 Market research. Marketing manager will go through proper research to carry out a
clear vision of what a customer really want. This research helps manager to identify new
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opportunities, for building a strong image of the organisation in the competitive market.
This can be done with the research using questionnaires, interviews etc. (Sousa, Krot and
Rodrigues, 2018).
 Develop customer relationship. Manager has to keep in mind that the product which
company are serving has the power to influence to make loyal customer base in the
organisation. To achieve this relationship, manager has to study previous data base and
convey it to employees for better achievement (Unemyr and Wass, 2018).
 Identify new opportunities. Manager has to identify which opportunity will provide
more earnings to organisation for which they have to analysis recent trends of the market.
This study analysis the manager to identify the customer recent needs from the
organisation.
 Employee management. Manager in the organisation is responsible for the employees of
the department. Manager's role is to assign the duties so that periodic performance can be
achieved in the organisation by setting particular target.
 New market strategy- Marketing manager has to focus on new market strategy which
helps in achieving organisational objectives. New strategies must be so strong that it
influence customer to purchase the product of organisation (Charter, 2017).
 Marketing plays an important role in CADBURY to get the proper allocation the
effective work from organisation (Unemyr and Wass, 2018). Importance in organisation
are:
 It helps in creating employment. Marketing plays a huge role in creating employment
in CADBURY organisation because marketing has many elements like buying selling,
financing, transporting etc. and to get that work done management needs more individual
to work which gives employment to many peoples. CADBURY past trends shows that it
continuously hiring employees with great salary package.
 Helps in transfer, exchange, and movement of goods. Marketing helps in providing
goods by transfer, exchange and movement. Goods and services are transferred to
consumer via intermediaries therefore marketing helpful to both producer and consumer.
CADBURY has wide distribution channel so movement of goods takes place easily in the
market.
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 Helps in building source of income and revenue. To generate good amount of income
and revenue in the organisation marketing helps in building the performance so that more
incomes and profits can be generated. CADBURY promotional activities are so strong
that revenues and incomes increasing rapidly in the organisation. (Mandal and Joshi,
2017).
 Create standard of living in community. By providing goods and services to consumer
in reasonable prices it makes them to improve the living standards of the consumer.
Marketing basically helps in generate large amount of production. CADBURY has that
power to distribute its products to every customer who needs their products.
4. Interrelationship between various functional unit
By developing marketing plan in CABOURY organisation its impact on other functional
units has also to be close linked and that are.
Marketing with production departments.
If there are limited products and services available with production department of
organisation and marketer creates new policy to increase the sales in market then this impact on
the production department creates a heavy pressure to achieve goal of organisation. In simple
marketing cannot sell more than what production departments will produce, and production
cannot create items which marketing department cannot able to sell.
Marketing with human resource department.
Marketing manager has to work closely with human resource department of organisation
which ensure them about what appropriate skills needs to be in staff so that they achieve new
ideas of production and meet targeted goals with the coordination among employees (Meena,
2016).
Marketing with finance departments.
Marketing manager has to make policies that meet proper research, promotion and
distribution with adequate budget of organisation. Finance departments ensure that the activities
of business operates within its capabilities and department works with allocated budget.
Marketing helps in establishing the effective relationship between customer and
producer, between employees and organisation and between other departmental functions. In
CADBURY organisation marketing helps to evaluate plan which does not affect the current
profits of the company, as well as the working management of the company (Posner, Williams
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and Posner, 2015). By analysing different market strategy managers have made the plan which
helps in establishing the organisation according to customer needs. Marketing helps organisation
to get effective work from other department also which increase the organisational profits and
build strong image of company in the competitive market. P3 Comparison of marketing mix
between CADBURY and Nestle.
5. Importance of the marketing role
Marketing is very important for raising productivity and profitability of business unit. If
company implements effective marketing strategies then it may support in increasing sales
volume that would help Cadbury in improving its revenues. Furthermore, marketing plays
significant role in order to raise customer satisfaction. Each firm always try to enhance
satisfaction level of its buyers. Through marketing entity gets to know needs of consumers that
support business in providing satisfactory goods and services to buyers. By this way, they can
become loyal towards brand.
6. Emphasise the significance of having effective interrelationships between different functional
departments
Each functional unit has interrelationship with other functional departments. Cadbury
always develop effective relationship among all departments. Marketing department helps in
identifying needs of buyers, by this way production unit makes changes in its practices and
produce goods as per the requirements of consumers. This helps finance department in
generating more cash and increasing cash flow. By this way, it can allot adequate funds to other
departments for improving their operations. Marketing department is interrelated with customer
service unit because by this way sales team can offer satisfactory goods to consumers and service
departments can resolve their quarries immediately.
7. Marketing Mix
Marketing mix can be defined as the factors or actions that company create to promote
their good and services in the market.
Marketing mix CADBURY NESTLE
PLACE CADBURY has almost
captured every area where
people can reach to buy
Nestle has strong marketing
channels which is giving tough
competition to CADBURY.
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therefore it has strong presence
in the market which generate
more demand in the products
of a company. As its
distribution channel is large,
distribution cost of
CADBURY is also high. Its
establishment is almost present
in 200 or more countries.
Every retailer kept the
products of CADBURY in his
business which helps them to
earn great turnover as the
demand of CADBURY is high
(Davis, 2017).
Products of Nestle is also there
where CADBURY has its
product. Premium product of
Nestle are maggi and nescafe
which present in almost every
home across nation. It also
gives major trade discount for
distribution of products which
makes him strong in the
market. But convincing retailer
to sell the products of nestle
instead of Cadbury is hardest
to Nestle.
PRICE CADBURY has premium
brand of chocolate i.e. dairy
milk and which is giving very
tough competition to Nestle.
So it follows competitive
pricing policy in the company.
It has variety of products and
price of each product is
decided on the basis of
demand of the product.
Company is providing high
prices and some time low
prices on its brand to target
every consumer of the market
(Mac and Evangelista, 2018).
Nestle charge skimming price
in products like Maggie and
nescafe because of assurance
that customer will not switch
the other brands. Its strength of
pricing is the packaging of
products. Nestle charge
competitive price to the
products like kitkat and munch
due to tough competition from
the Cadbury chocolates.
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PRODUCT CADBURY has tremendous
types of products which is
present in almost every market
. In chocolates, it has dairy
milk, five star, bournville
which is giving tough
competition to the Nestle. In
biscuits its premium brand is
Oreo which is purchased by
almost every customer.
Bournvita again giving tough
competition to Nestle in milk
products which premium for
CADBURY (Russell-Bennett,
Wood and Previte, 2016). Due
to this CADBURY leads
among all chocolate industry
across nation.
Nestle has four strategic
business units. Beverages, milk
and milk products, prepared
dishes and cooking aids and
chocolates. Among all these
Maggie and Nescafe are
providing tough competition in
market. Major appreciable
factor in this company is that
its quality maintenance of
products are up to the mark
which made it strong from
CADBURY.
PROMOTION Every generation in almost
every country likes to eats
chocolates and sweets.
Therefore, CADBURY
promotional activities are so
strong that it influence the
customer to purchase and try
Nestle is best to be promoted
with its tunes, each and every
person knows tune of Nescafe
which makes strong promotion
of their products. In their
recent promotion activities
they made a story based
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the product. It has customer
base promotion which helps
them to earn profit from every
products. Company has almost
promoted its product in every
section of promotion activities
due to this brand recall is high
then the Nestle.
promotion where peoples are
giving their stories with maggi
which helps to earn strong
promotion of products. Their
websites are so promotive
which makes customer to try
the products and gives tough
competition to CADBURY.
PEOPLE CADBURY is providing the
best quality service and needs
to the employees in the
business environment.
Employees of the companies
are so motivated that they are
not ready to leave the company
and their satisfaction level is
so high that even other
companies like Nestle offers
higher amount of salary
package then also they are not
ready to leave (Unemyr and
Wass, 2018).
Nestle is also giving tough
competition in the point of
view of giving higher salary
package to their employees.
They take care of all the needs
of the consumer in the
organisation that motivate
them to work harder and
providing tough competition to
the CADBURY.
PROCESS In reaching to the customer
CADBURY majorly giving
high competition to the Nestle.
This company generally has
large distribution channel
which provides its products to
almost every customer which
is in want. It can be said that
Nestle in terms of giving
services to customer is also
giving tough competition to
CADBURY. Its two products
that is Maggie and Nescafe's
demand is so high that every
retailer kept these products to
earn the large amount of
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the market of CADBURY is so
large that with every 2 minutes
distance it is available with the
customer (The Marketing Mix
4P’s and 7P’s , 2018).
turnover.
PHYSICAL EVIDENCE Customer by seeing the
CADBURY products get
attracted because of the
packaging of the products are
attractive. Every retailer
establishes different corner of
Cadbory where people can
choose the product which they
want.
Nestle is known to be famous
for its packaging and labelling
of its products, which gives
tough competition to
CADBURY. Promotion of this
company is also goof which
attract customer to purchase
the product (Marketing: Role
of Marketing in Business
(GCSE), 2018).
From above mentioned comparison Nestle is famous for their better physical evidence like they
are best in their packaging, labelling of products, therefore, Cad-bury has to make effective
policies to improve their physical evidence in providing goods and services to customers. Such
improvements can done according to company's labelling of product and to provide effective
packaging of products so that they will able to compete to Nestle in terms of physical evidence.
8. Marketing plan
Executive summary
Marketing plan can be defines as the plan which shows overall objective of business. In
CADBURY organisation marketing plan is done for the business of Dairy Milk chocolates which
is launched recently.
Marketing objectives.
CADBURY is known to be a leading company and wants to achieve its segments in all
sections of society by the year 2019. The main aim of company is to provide its products and
services in across all sections of the society, from distributing it to small stores to big distribution
channel. Future market objective of the company is to cover some international market and to
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introduce their products in that market. Vision is to create an ideal organisation in future.
Mission is provide the best quality services which is to be liked by peoples.
Situation analysis.
SWOT analysis of CADBURY.
Strength-
 Popular brand name gets loyal
customers and makes it popular among
users.
 Over 71,000 workers are working in
different departments.
 Diversify portfolio makes CADBURY
a demanding company (Mandal and
Joshi, 2017).
Weakness-
 Faced some controversial problem
which makes company to face heavy
damage of goodwill.
 Constantly receiving complaints of
products which reduces brand image.
Opportunities-
 By the upcoming year company needs
to enhance the market where
distribution of products approaches to
every areas.
 Needs to provide diverse products to
compete in market.
Threats-
 When inflation arises, sales of product
also get affected.
Pestel analysis of CADBURY
Political  Imposition of taxes is factor which
shows payment to shareholders.
 Value added tax increased up to 2.5%
in 2010 which increased chocolate
prices (Russell-Bennett, Wood. and
Previte, 2016).
economic  CADBURY has gained 30% increase in
its annual profits.
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 Brands like dairy milk chocolates did
well and products like ready made food
dishes didn't perform well.
social  People get conscious about what to eat
which does not create obesity this
factor affects the purchasing power of
CADBURY as peoples has started
reducing consumption of eating
chocolates.
technological  Changes packaging and production
over the years.
 Introduced new machines of blend
coffee and coca (Sousa, Krot and
Rodrigues, 2018).
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Marketing mix.
Places.
Because of effective distribution channel of place of market CADBURY is provided wide
range of products to customers and this factor makes them to work in across all the stores of
business areas.
Price.
Cadbory has a strong brand image among the customers so this makes them to give price
which is affordable to buy and makes good impact on food products (The Marketing Mix 4P’s
and 7P’s , 2018).
Promotion.
This organisation has the best communication strategies which helps them to gave the
best promotional activities of products among customers which introduces their new products in
the market.
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Illustration 1: marketing planning
(Source: Marketing Planning (Overview), 2018)

Products.
CADBURY is providing wide range of products to the consumers and get millions of
turnovers especially in the festive seasons of the countries. All products have its own goodwill
which helps company to earn great profits (Marketing: Role of Marketing in Business (GCSE),
2018).
Market segmentation.
Different market segments are there for the Cadburys, which is demographic, geographic,
historiographic which helps to identify their segments in the market. Company is providing
products in big cities and also perform good in all sectors, also providing the best products
according to different lifestyles of the customers.
Target market.
CADBURY has policies to covers some more markets in future so by this policy
company strategy is to focus on the area which has higher demand of products to run. Company
target on the customer which has age gap of 5 to 10 because company has higher customer from
this age group since they are chocolate lovers (Meena, 2016).
Product differentiation and positioning.
This company is dealing in many segments, and is famous in the many ages of group of
peoples. Products of this company are famous among the teenagers as they like to eat for love
and entertainment.
Return on investment.
CADBURY is famous among different stages of market because of this they have higher
amount of turnover which helps them to earn greater amount of profits and investments in the
company. They allocated their products in different sectors of business activities and such
activities will help them to get back the higher profits over investments (Unemyr and Wass,
2018).
Marketing budget.
CADBURY has higher amount of marketing budget for its promotional and investing
activities. They allocate higher amount of budget on promotional and digital activities to attract
more and more customer in organisation. Company also focus on doing promotional strategies
which are current in trends like if festival are near in particular industry they make promotion
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according to that purpose so that customer can get attract and try their product in competitive
market (Flora, Schooler and Pierson, 2018).
Huge investment in advertisement
The Biggest innovation of company is that it invest £7.5 millions in ad campaign in 2014 to
attract more and more customers in the organisation.
Raw material procurement. Cadbury's main plan is to get 900 kg of raw material to sell 50000
bottles per month. Therefore, they already imported 5500 kg of Calcium carbonate from firm of
the Italy.
Controlling and monitoring
`In order to control over entire marketing process, manager of the firm has to keenly
monitor all activities. Individual has to control over unnecessary cost so that marketing plan can
get completed within set budget. They have to perform different strategies to promote their
product and services in the market by which they will be able to generate good profit in
organisation and also it provides good profit over the investment done by the company in
business market. Through its marketing campaign company will able to generate good return on
investment by which they will able to control entire marketing process and their unnecessary cost
will get cut in doing all these process. These marketing strategies monitor their firm to stand
competitive among competitors in the market.
CONCLUSION
From the above study, it can be concluded that marketing is most significant part of
business unit. It supports firms in promoting their products and raising awareness of people.
Marketing manager has responsibility to conduct research and gather all information about needs
of consumers and market demand. By this way other functional department can make changes in
their practices in order to address requirements of buyers. Marketing mix strategy of company
helps the firm in increasing its profitability and gaining competitive advantage as well.
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REFERENCES
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communities of color: The potential of social marketing. In Social Marketing (pp. 353-
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Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and
promotion. Laurence King Publishing.
Russell-Bennett, R., Wood, M. and Previte, J., 2016. A services approach to social marketing. In
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
(pp. 330-330). Springer, Cham.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management. 5(6).
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Charter, M., 2017. Greener marketing strategy: why and how to green the mix. In Greener
Marketing (pp. 141-168). Routledge.
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Mac, L. and Evangelista, F., 2018, July. proactive and responsive market orientation on
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<https://www.tutor2u.net/business/reference/marketing-role-of-marketing-in-business>
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