Marketing Essentials Assignment

This essay analyzes Cadbury's marketing strategies, covering key aspects like marketing functions, marketing environment, interrelationship with other functional units, and a comparison of its marketing mix with Nestle. It also discusses various marketing tactics employed by Cadbury to maintain its competitive edge in the confectionery industry.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
PART A...........................................................................................................................................1
a) Roles and responsibilities of the marketing function relate to the organisational context.1
b) Roles and responsibilities of the marketing in relation to organisational context.............2
c) Roles and responsibilities of the marketing in context of marketing environment..........3
d) Significance of interrelationship of marketing and other functional units of organisation4
e) Evaluation and analysis of key elements of marketing function and its relationship with
other functional units of an organisation................................................................................5
PART B............................................................................................................................................6
a) Comparison of Marketing Mix...........................................................................................6
b) Different tactics applied by organisation..........................................................................9
TASK 2..........................................................................................................................................10
1) Basic Marketing plan.......................................................................................................10
2) Evidence-based marketing plan.......................................................................................10
3) Strategic marketing plan..................................................................................................10
CONCLUSION-............................................................................................................................10
REFERENCES-.............................................................................................................................12

INTRODUCTION
Marketing refers to all the activities that are performed by an organisation to sell the
product or service to customers. It includes advertising, promotion and selling product to
customers. Cadbury is a British multinational confectionery company which is wholly owned
by Mondelez International. It's headquarter is in Uxbridge, West London, it operations are in
more than 50 countries. Main products of the company are, Dairy Milk chocolate, Roses
selection box etc. It was established in Birmingham, England in 1824 by John Cadbury. The
Report will emphasize on role and responsibilities of marketing functions, interrelationship
between marketing and other functional units. It also highlights role and responsibilities of
marketing in relation to marketing environment.
TASK 1
PART A
a) Roles and responsibilities of the marketing function relate to the organisational context.
Different marketing functions of an organization are as follows-
 Market Research- Firstly to identify the needs and demands of customers company
performs market research through SWOT and PESTLE analysis. Then, it will segment
the whole market into different homogeneous groups of customers which are having
similar needs and wants. After segmentation, the company will target a niche segment to
develop and market the product in targeted segment to fulfil their demands. Company
uses different techniques of performing research like, through questionnaire, checklist
and survey etc.
 Branding- It is defined as a promise of company to provide satisfaction to customers. It
says that, a good branding helps to improve the reputation of company. The products of
Cadbury are well known and loved by all. It is the second largest confectionery brand in
the world. It operates in more than 50 countries and sell its products worldwide. Main
reason behing company's success is its diversified range of products like, Cadbury Dairy
Milk, Wispa Egg Etc. Cadbury brand is famous for its well known, high quality products.
Company uses its resources to create a well known brand so that, it can take competitive
advantage over other competitors (Avraham, 2016.).
 Communication and Advertisement: Cadbury uses different types of medium to
advertise and communicate the benefits of products to targeted consumers. Through
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advertisements, company aims at widening their product consumption among different
age groups. So that, product will reach to wide geograp[hic location. Company advertises
the product through newspaper, T.V., magazines etc. The ads reflects that, products are
available at various locations and eaten by people of different agev groups.
 Distribution Channel- Cadbury brands are available at multiple locations across the
world. It has many outlets. With advancement of technology and increase in competition,
it is important for a company to use such distribution channel through which company
can reach lot of consumers. Company's channel of distribution includes, manufacturing
the products then, store it in warehouses where the production takes place. Then products
reaches wholesalers after that, retailers like, Sainsbury sell to ultimate consumers
(Bruice, 2016).
b) Roles and responsibilities of the marketing in relation to organisational context
Marketing plays an important role in promoting mission of the company. Marketing plays
different roles in organisation. Such as, Marketing defines the products of company to their
customers. Marketing helps to identify the product and services during the course of sales cycle
of the company by creating awareness through communication material and publicity .
Employees of the company helps in creating content for the website of company so that, people
go to website and find out information regarding products of company. Employees plays an
important role in monitoring and managing social media for creating awareness among
consumers regarding the products. Firstly, employees of company must know about values, goals
of business then only employee will make efforts to achieve the gpoals through marketing of
products. Ex. Marketing of Cadbury products through intranet and newsletter etc.
Research and development staff helps the company in conducting consumer and market research
so that, company can identify the needs of consumers and opportunities available in the market
and how consumers will perceive the value of products. Employees of marketing department are
responsible for selecting and communicating with outside vendors and agencies who will
produce marketing support by providing information regarding consumer taste (Cockayne,
2016).
They are also responsible to guide the executives in responding to media queries.
Staff of Marketing department plays an important role in knowing the position of company in
the market and to monitor the competition so that, company can develop marketing plan .
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It also helps to coordinate the marketing efforts of various marketing partners like, journalist,
consultants etc. And efforts of all these partners are aligned with the objectives of the company.
Marketing department make continuous efforts in bringing new promotions, marketing
programmes, customer retention techniques etc. A company is a chain of peoples who are
working towards achieving a common goal of the organisation. Thus, marketing department
must ensures that, their actions are aligned with overall objectives of the company.
It is responsible for preparing strategic plans for the company (Coussement, 2017.).
c) Roles and responsibilities of the marketing in context of marketing environment
Various roles and responsibilities of marketing in relation to marketing environment are as
follows-
DEMOGRAPHIC FACTORS-
Cadbury considers the demographic factors of consumers before preparing marketing plan for
different targeted segments. Like, age, education qualification, taste and preferences of
consumers. Before advertising the products, company focus on the psychology of consumers that
is, buying behaviour , how they feel, think, how consumers are influenced by environment.
Like, culture, family etc.
POLITICAL FACTORS- Liberalisation policy of World Trade Organisation has allowed the
entry of companies of other countries. This has affect the sales of Cadbury products. This affects
the market share of Cadbury (Marketing Environment, 2016). Changes in government policies
has allowed the foreign companies in UK Chocolate market which is giving competition to
Cadbury. And to get competitive advantage, company is promoting its products through
marketing. The Food Safety and Standard Bill, 2005 gives power to Inspecting Officer to seize
food articles if they are harmful for consumers. Company is creating awareness through
marketing that, it is following the requirements of Bill (Eneizan, 2016.).
SOCIO CULTURAL FACTORS- Cadbury is always remain responsive towards change in the
demands of consumers. Company also responded to change in consumer taste and preferences
through Marketing Campaigns to reintroduce Chocolate Bars like, Wispa.
Due to growing concern of consumers regarding health, company has also started to manufacture
smaller bars. Company is also trying to reduce the level of sugar in the products. In this way,
company is responding to its consumers.
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TECHNOLOGICAL FACTORS- Cadbury uses social media like, Facebook to connect with
customers . This helps in improving relationship of company with their consumers. Company
also uses various apps based on gameplay to involve their consumers in activities like, crème egg
game etc.
ENVIRONMENTAL FACTORS- There are certain environmental issues for Cadbury like
amount of packaging the company is using in its products, carbon footprint created by supply
chain including distribution and manufacturing. Through marketing, company is supporting the
farmers who are growing cocoa beans to ensure that production is carried out sustainably.
d) Significance of interrelationship of marketing and other functional units of organisation
Marketing interrelationship with Human Resource- As Cadbury has divided its market in
different segments, it requires qualified employees to implement different marketing strategies
made by the unit. HR would help it by recruiting and selecting desired employees and by
considering skills required by the company.
HR scopes out the job, person profile, and job description according to their requirements of
marketing unit and thus help in generating desired type of employees by the marketing unit
(Kaur, 2015).
Marketing interrelationship with Operational Unit- Cadbury has maintained its effective
distribution of products in different markets. In short Cadbury provides its products on
continuous basis through its quick distribution channels. To maintain this chain, it requires
efficient and optimum productivity from the operational unit. Thus, there is a direct relationship
between the marketing and operational unit, as for more supply and distribution there should be
sufficient units produced which is fulfilled by operational unit.
Marketing interrelationship with Finance Unit- To supply, promote and distribute variety of
products, Cadbury marketing unit has to be close with finance unit as there is a requirement of
adequate budget to meet these needs of promotion and distribution. Cadbury marketing unit
creates different strategies to grow and expand their business. Finance department let them know
the exact allocation of funds, return of investment, profit margin as according to their analysis.
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Marketing interrelationship with Research And Development Unit- Cadbury market unit
continuously stays in touch with research and development functional unit, as marketers study
the entire market policies and the needs and requirement of customers and their satisfaction. The
researchers develop and innovates various products as per the requirement and needs of
customers and on the analysis of information produced by marketing unit. Also, Cadbury has
variety of market segments according to geography, demographics and interests of consumers, so
it is important role of a researcher to analyse whether the product will be sold in a particular
market.
e) Evaluation and analysis of key elements of marketing function and its relationship with other
functional units of an organisation
Marketing interrelationship with Human Resource- Marketing unit always have positive
relationship with HR is they get skilled employees from HR and their requirement is also
fulfilled. HR helps the marketing department by making job profiles and job description of
required employees by the marketing unit and accordingly recruit them in organization. But it
falls on negative side also, as if employee is not that efficient as being required, which will not
clear the way for Cadbury to increase its sales volume. Also, employees regularity is not based
on its skills and efficiency, an irregular employee can create break-fall in functioning and
achieving targets for sales and affect the marketing unit. Its difficult that H.R. recruits employees
which will be able to perform every task and meet all the needs of marketing unit (Key, 2017).
Marketing interrelationship with Operational Unit- Marketing and operation has direct
relationship with each other, as marketing unit can increase sales only when there is timely
production and supply from operations department. So it is necessary that there is strong
coordination between both the units for growth of Cadbury and achieving its objectives. This
serves to negative side as well, as market is not constant and depended on the needs and demand
of customers so if there is sudden fall in demand, it will lead to overproduction and create a load
on warehousing process. In the other end if there is an excess demand in market which will
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create huge workload on operations' department and if production is not efficient, there will be
shortage of supply.
Marketing interrelationship with Finance Unit- Finance department plays important role as
the department allocates adequate budget to marketing unit and also decide the price and cost of
products so that it could be sold with greater volume and gain maximum profit for Cadbury. But
finance department also restricts the functioning of marketing unit through various means as by
not providing sufficient budget, not providing adequate financial resources to perform
advertisement and promotional activities.
Marketing interrelationship with Research And Development Unit- Research unit provides
the entire market information containing needs of customers and advices the marketing unit,
exactly what need to be done as to increase the volume of sales of Cadbury. But sometimes it is
difficult to depend on the analysis of researchers as market is not constant and also customer
needs cannot be satisfied wholly. So a slight misrepresentation of analysis by researchers can
affect marketing unit and also Cadbury functioning.
PART B
a) Comparison of Marketing Mix
Figure 1Marketing mix of Cadbury
Source: (Marketing Mix, 2019)
Key elements Cadbury Nestle
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Product The product segment of
Cadbury is large and classified
into large standard of
products. Huge list of Cadbury
comprise Cadbury Dairy Milk,
Five star, BournVita, Oreo,
Caramel, Fruit and Nut, etc.
These products made large
impact on market and helped
the firm in continuous
growing in the market.
Nestle has wide range of
product, it covers 8000 brands
of product in the market.
Nestle focus on dairy
products, chocolate, cook
foods and beverage to
enlarging the market.
Price Cadbury focuses on Skimming
pricing strategy because of the
beliefs that Great quality
comes with price.
Price is based on quality of
product. Nestle also focuses
on Skimming pricing but the
pricing of products by firm is
done on the basis of
competitors. The firm sets
price higher than its
competitors
Place Distribution channel of
Cadbury is very large almost
200 countries or more are
involved in distribution
channel of products. Cadbury
make sure that their product
will reach in all rural and
urban area of country.
Nestle follow FMCG method
of distribution of channel.
They distribute their products
from distributor and retailers.
Promotion Cadbury incorporates use of
different promoting strategies
of the products through radio,
television, newspaper, etc. tag
Nestle always focus on
unique advertising and create
some meaningful lines on
advertisement. It effects the
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line of Cadbury is attractive
and influence the customer to
buy more and more.
customer to buy the product in
large amount. The firm
advertises through social
media, magazine promotion,
etc.
Process Cadbury distribute their
product in world at large
number of products. Further,
the chocolate making process
of firm is basic for where
sugar is added to condensed
milk and Cocoa mass to make
creamy chocolate liquid
(McDonald, 2016).
Nestle distribute their product
to distributors and distributors
give products to retailers for
easy availability of product in
market for customer’s. In
addition, the firm focuses on
labelling of ingredients to
ensure quality of products
supplied.
People Cadbury focus on the
employee's needs and provide
training for better work or
production. So, that
employees are trained to do
work effectively and provide
service as per the need.
Nestle is customer-oriented
process which is focus on the
taste and preferences of the
customer. For these customers
will be happy and buy more
product of nestle.
Physical evidence
Packaging of product should
be clean and hygiene as per
the require of customer.
Quality and quantity of
product have to affective and
fulfil the needs of customer. It
should be examining by the
operator of firm that help them
to solve issues at right time.
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b) Different tactics applied by organisation.
Product Strategy- Competition in industry is increasing and to remain competitive, company
has to introduce new innovative products. Company uses different tactics to remain competitive
in the market like, Cadbury is combining products .Ex. Popping candy and jelly beans. Another
way is to change the shape of Dairy Milk Bar. Cadbury UK Limited(CIL) products
includes,Dairy Milk, Bytes, and Gems. These are the largest selling brands in its portfolio.
Cadbury's Dairy Milk is having a market share of 30% and its average daily sales is 1 million
bars. Company has also introduced 'Cadbury Celebrations' in which it provides Cadbury
Celebration packs for different festivals (Pappas, 2017).
Pricing Strategy- Cadbury considers different factors while determining the price of chocolate
bars. Like, whether a consumer will buy the product, and level of sales to be achieved by the
company etc. Company uses Skimming pricing strategy for its existing products. Ex. Cadbury
Silk. So that, in the initial stage of introducing new product, company can generate substantial
profits. When competition in market tends to increase, Cadbury lowers the price of product.
Company uses this strategy because of various benefits like, to generate high profit margin. It
helps the company to recover the cost of developing the product when market niche is small.
Marketing Strategy- Cadbury UK Limited always looks for attractive and growing market. And
it believes in building entry barriers for new entrants in the market though its marketing strategy.
So that, company can earn better returns ion its investment and to create m,monopoly in the
market. Company uses market penetration strategy in which, it focuses on selling existing
products in existing market. So that, it can increase the market share of existing products.
Ex. Introducing chocolates in corporate gifting segment with variety of gift- packaging and
customization in branding of chocolates (Brychkov, 2017).
Place Strategy-- Cadbury has various manufacturing locations at Pune, Gwalior etc. Its
distribution network reaches to 6 lakhs outlets for each of the chocolate brands. Company
distributes its products directly, means products are sold directly to retailers. Cadbury also uses
Information Technology to improve distribution logistics. It also attempts to improve distribution
quality. To solve the problems of product stability it has installed VISI coolers at different outlets
(Uncles, 2018).
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Distribution Strategy-- Different brands of Cadbury are available at million of outlets across
the country. Company focuses on achieving equity in product distribution. With increase in
speed of technology advancement and competition in market, it has become difficult for the
company to retain product differentiation for a long period of time. To take the advantage of
opportunities, distribution channel of company starts with manufacturing the product then, store
it in warehouses where chocolate production has takes place. Then product is sold to wholesaler
then to retailers.
People Strategy-- Cadbury UK has a strong brand as an employer in the mind of employees.
Company believes in promoting equality and culture diversity among its staff. Employee's of
company helps in creating a brand that people love and they achieve this through team work.
Company also introduced the 'Purple Star' program to induce fresh talent in the organization.
Organization lay focus on Succession Planning of employees. So that, they help the company in
achieving its organizational objectives (Loo,2018).
TASK 2
1) Basic Marketing plan
(Covered in ppt)
2) Evidence-based marketing plan
(Covered in ppt)
3) Strategic marketing plan
(Covered in ppt)
CONCLUSION-
From the above study it is summarised the study of various roles and responsibilities of
marketing functions such as Branding, market research, distribution channel etc., that affect the
business of company. It also includes how market planning which consists of mission, vision and
objective, is necessary for the growth of business. It also considers marketing strategy such as
price strategy and product strategy. Further it is noted about the interrelationships of marketing
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unit with other functional units such as H.R., Operations, Finance and research and development
unit. Lastly it focussed on evaluating marketing function with other functional units in
organization.
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REFERENCES-
Books and journals
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Cockayne, D., 2016. Redefining B2B relationship marketing: insight from postmodern
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Coussement, K. and Demoulin, N., 2017. Marketing research with SAS enterprise guide.
Routledge.
Eneizan, B.M., Abd-Wahab, K. and Obaid, T.F., 2016. Effects of green marketing strategy on
the financial and non-financial performance of firms: A conceptual paper. Oman
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Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
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Communications. 23(2).pp.195-218.
Uncles, M.D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ). 26(2).pp.187-193.
.
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Online-
Marketing Environment. 2016. [Online] Available Through: <https://www.business-to-
you.com/scanning-the-environment-pestel-analysis/>
Marketing Mix. 2019. [Online] Available Through: <https://www.thebalancesmb.com/what-is-
marketing-2296057>
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