Introduction to marketing essentials

MARKETING ESSENTIALS INTRODUCTION 3 MAIN BODY3 1.Introduction to the concept of marketing, including current and future trend.3 2. The concept of marketing can be defined as a strategy of a company which aims to satisfy the customer needs, increasing sales of company and users of revenue. Cadbury is one of the world leading confectionery organisation, has adopted the marketing concept that helps it to keep to grab all the competitive advantage in market.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.Introduction to the concept of marketing, including current and future trend.........................3
2. What are the different marketing process.?.............................................................................4
3. Explaining of the role and responsibilities of a marketing manager of the Cadbury Plc........6
4. Explaining how marketing influences and interrelates with other functional departments of
the organisation...........................................................................................................................7
5. The value and importance of the marketing role in Cadbury Plc..........................................8
6.The significance of having effective interrelationships between different functional
departments.................................................................................................................................9
7. Different ways in which Cadbury applies the marketing mix to the marketing planning
process as compared to other organisation..................................................................................9
8. An effective Marketing plan for Cadbury Plc.......................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the crucial tool in the organisation's success. It is essential in understanding
the customer needs and changing business environment. Commercialism strategies and planning
process helps in building the customer relationship that driven the organisational revenue
maximization and increasing market share. The present report is based on the marketing essential
which are required by Cadbury plc. The present report will discuss about current and future trend
of merchandising. The report will also depict different process. Further, report will discuss the
roles of marketing manager and importance of marketing in Cadbury Plc. The report will also
discuss how commercialism influence the activities of different department in Cadbury. A
detailed comparison will be discussed on the marketing mix of Cadbury and its competitor. The
report will discuss a brief marketing plan of Cadbury plc.
MAIN BODY
1. Introduction to the concept of marketing, including current and future trend.
Marketing is a set of process and a business function which are involved in the activity of
creating, delivering and communicating product or service value to the customer. Marketing is
all about managing customer relationship which results in achieving the business goals and
objectives. The concept of marketing can be defined as a strategy of a company which aims to
satisfy the customer needs, increasing sales of company and maximization of revenue. It helps
the organization to be competitive in the market (Bauer and Auer-Srnka, 2012). Cadbury is one
of the world leading confectionery organisation, has adopted the marketing concept that helps it
to keep to grab all the competitive advantage in market.
There are five different concept which can be adopted by Cadbury plc to carry out and
designed its marketing strategy. They are:
 Production concept: This concept states that the product which are easily available and
affordable will be more favourable to the customer.
 Product concept: In this concept the marketing strategy focuses on producing the
product which can offer best quality, performance and with the best features to the
customer. This strategy focuses on the process of continuous improvement in product.

 Selling concept: This strategy enforces the marketing team on the promotion, as
customer will buy the product of the organisation whose sales are on large-scale.
 Marketing concept: this concept focuses on the strategy to achieve the organisational
goals (Kumar and Reinartz, 2018). The company can achieve the goals when they know
the current trends and demands of the target market, and delver the product which can
satisfy the needs of the customer better than the competition. Social marketing concept: This concept defines the strategy where the company delivers
the product to the customer which can help to maintain and improve both the consumer's
and society value.
The current and future trends of marketing concept are:
 Social media marketing: With the increasing in the trend of technology, the trend of
marketing through social media is increasing. The social media network like Facebook,
Instagram, twitter is becoming a trend of promoting the products.
 Retargeting Champaign: It is a process of promoting and selling products through internet
(Homburg, Jozić and Kuehnl, 2017). It is the process of marketing and proing the product
through more than one marketing channel including the company's website.
Future trend of marketing can be based on the trend in the past, that will help in
getting idea regarding the future wants. With the continuous increasing in the technology, with
trend of customisation by users itself. Cad-bury has to take care of the taste, flavour, size and
shape of the products (Padley ed., 2018). The customization trend is going to increase in the
future, and company has to make strategy to formulated and implemented this strategy in future
also.
2. What are the different marketing process.
The process of analysing and identifying different opportunities in the market, selecting
the target market and development of the marketing mix with the proper management of the
marketing efforts (De Mooij, 2018). There are 4 marketing process step that Cadbury plc need to
considered that involved in targeting the right process in the market. Following are the marketing
process steps:
1.Analysis of the opportunities in the market:

It is the process of analysing the market opportunities which can be grab buy the
organisation. This opportunities includes satisfying the needs and wants of the customer in order
to gain competitive advantage in market (Marketing Process and the Steps involved in Marketing
Process ,2018 ). This process focused on the opportunities that would give the company a long-
run success with the efficient performance in the business processes. Effective marketing
research is very important it successfully implementing this step. With the information collected
from the research, the marketing team could make the efficient strategy fer whole market
segment.
2. Selection of the target market:
It is one the most important step in marketing prices that involves selecting the targeted
market. A proper analysis had been made to find a right target market. This process requires
certain steps: Market segmentation: In this segment the market will be divided into small unit on the
basis of customers that are applying same wants, needs and customer behaviour. Market targeting: Under this process different segments are analysed and the most
suitable segments are targeted (Chernev, 2018). The process of selecting a segment is
based on the potential of the segment which help the company in making long run
success and customer base. The company has to focus on fulfilling the need and
preferences of that segments only.
 Market positioning: It relates to establishing the company is the mind of the company, as
compared to other company. The company tries to create a perception about the product
it is offering.
3. Development of marketing mix:
After completing the marketing strategy, the process of marketing mix will be started.
Under the process of marketing mix, different variable of the market will be mixed by the
company so as to make certain desired that will be responded by the market. The demand of the
target market is very much influenced by the components of the marketing mix (Charter and
Polonsky, 2017). The marketing mix is composed of the several P's like product, price, place,
promotion etc.

4.Management of marketing efforts:
It is the process which involved the development of the marketing programmes in which
the marketing mix can be implemented for the targeted market. The management of marketing
efforts are adopted buy four functions. This functions includes the analysing the market with the
SWOT analysis. The company makes certain marketing plans and strategies which are developed
so that overall marketing objectives should be accomplished (McDonald and Wilson, 2016). The
other functions are implementing the plans and strategies and controlling the market
performance.
The role of different marketing function are as follows:
Illustration 1: Marketing function
Source:(Marketing Function , 2019)
\
Marketing function can be defines as the role of Cad-bury company in order to identify
and source potentially successful products for a market place in which they operates on and
promote them, by differentiating their products from other similar products in market. It is an
essential part of any company. It assist the marketing team to make strategies through marketing
research, through finding best distribution channel, setting prices and techniques of promoting

the products. It will assist in increasing sales of company, henceforth increasing revenue for
business.
3. Explaining of the role and responsibilities of a marketing manager of the Cadbury Plc.
Marketing manager of Cadbury plc are responsible for the practical application and
management of organisation's marketing operations (Marketing manager role explained , 2018).
The marketing manager is responsible for the entire marketing activity of the Cadbury plc. Their
role is to formulating, directing, coordinating all the marketing activities which can influence the
customers in the target market and helps in achieving the organisational goals. The roles and
responsibilities of the marketing manager of Cadbury plc are:
Marketing research:
Marketing manager needs to have a knowledge of the recent market trend, customer
needs and preferences regarding the flavour and taste. It requires the manager to do proper
analysis of the target market with the efficient resource available (Nagle and Müller, 2017).
However, marketing research dost not only limits to the customers marketing manager has to
analyse and identify the company's competitor’s strategies and their performance. They set it as a
benchmark which helps them to enhance and to improve their performance.
Development of marketing plan and strategy:
Marketing manager of Cadbury Plc has the responsibilities to develop and prepare
different strategy and plan for the improvement of the marketing activities of the organisation.
This strategy will involve how the organisation will work to promote its product in the target
market. The efficient promotion will help in the increasing of sales and enhancing the revenue of
the Cadbury Plc.
Customer relationship management:
It is the process of communicating with the customer in market throughout various stages
at the process of purchasing to the loyal customer who has bought the product (Bosak and et.al.,
2018). The marketing manager is responsible to collects all the information from the customer
which helps in creating a customer satisfaction survey.
Employee management:

As an in charge of the marketing department, it is the responsibility of the marketing
manager for the employees within the departments (Visser and Tolhurst, 2017). It is the duty of a
marketing manager to set targets for departmental staffs. He performs the survey of the
performance evaluation of the staff member that are working for them.
Identifying new business opportunities:
Marketing manager analyse new market trends with the aim of identifying new market
opportunities for the products. With the help of proper research, they collect different
information like purchasing pattern of customer (Anderson and et.al., 2018). By estimating the
employee sales, manager can estimate the future performance of the organisation's product.
4. Explaining how marketing influences and interrelates with other functional departments of the
organisation.
Marketing function are the role of the business organisation that helps in identify and
source potentially successful products for the market. Marketing is the strategic discipline which
can influence most of the business and is an essential for making the company’s overall goals
and objectives.
However, the marketing activities can influence many of the other business activities in
the organisation (Valentine, Hollingworth and Schultz, 2018). In a business organisation every
business function will interrelate to other departmental functions also. There are many ways in
which marketing department can influence as well as interrelate to other departmental functions
of Cadbury Plc.
Operational or production departments:
The marketing department's function will help in manufacturing the quality
products. Departments of marketing may set the deadlines that may stretch the capabilities of the
product department (Afriyie, Du and Appiah, 2018). As soon as production department will do
their functions, the marketing department may take competitive advantage by delivering the
product in market on time. Whereas, the production department will rely on the research of the
marketing to test whether the product is up to the desire of the market.
Finance Departments:

The marketing departments has to work closely with finance departmental. The
marketing department will have produced a report for the need of funds for the different
merchandising actives. However, the finance department will make a budgeted report on the
performance of the marketing department (Jia and et.al., 2017). The effective merchandising
activities will help the organisation to increase its revenue, it will help the fiancée department in
achieving its budgeted target that will ensure on the focused cash flow and covering the expenses
of the marketing department.
5. The value and importance of the marketing role in Cadbury Plc.
Marketing is an essential part for the success of Cadbury Plc. Being world's leading
confectionery which has operated and sell its products in almost all part of the world (Charter,
2017). Marketing plays a great role in evaluating, selling and promoting different products in the
market. Following are the importance of marketing in Cadbury plc:
 The organisational products are being made available to customers through various
intermediaries like wholesaler and retailers etc. (Payne and Frow, 2017). Marketing
activities is important to make sure that the product is available in the target market.
 By supplying the products to customer at the reasonable price, marketing has planned an
important role in raising and maintaining the living standard of people (Schmidt, 2018).
The Cadbury product are reasonable enough which can be consumed by any class of the
society.
 Marketing of Cadbury product is done in every part of the world, such marketing
functions includes selling, financing, transporting, warehousing, risk bearing e etc. these
activities are performed by several individual. Marketing helps in providing job
opportunities in different part of the world.
 Marketing performance is helpful in generating income and revenue for the Cadbury plc.
However, it can be said that there are various
6.The significance of having effective interrelationships between different functional
departments.
The performance of Cadbury in achieving its business objectives and goals are depending
on effectiveness and efficiency of different department functions. All the functions of different

departments are interrelating to each other, and the activities of each departments will influence
the functions of other departments in one way or other. Having effective interrelationship is the
key in organisational success (Quinlan and et.al., 2019). Having effective communication
channel will help the organisation in making trust in different departments that will lead to help
each other. Strong interrelationship will help in making in establishing strong production
capacity among different departments. The interrelationship also helps in promote motivation in
the organisation which helps the employees to perform the activities in order to achieve
organisational objectives.
7. Different ways in which Cadbury applies the marketing mix to the marketing planning process
as compared to other organisation.
There are different ways in which Cadbury plc applies marketing mix in the marketing
planning process as compared to its one of the biggest competitors Nestle.
Marketing mix Cadbury Nestle
Product Cadbury is the producer of vast
range of products from chocolates to
milk additives. Dairy milk,
Bonneville, eclairs, Bornonvitta are
its one of the bestselling product.
Cadbury keeps on launching the new
product lines with different flavour
and size as per the customer needs
and preferences.
Nestle is the producer of world's
best selling coffee brand “Nescafe”.
Kitkat, munch, milky bar are other
chocolates products which are one
of the main seller in the the world.
Nescafe and Maggie is the high
contributor to the Nestle's brand
equity.
Price As the quality of the product is high,
the prices of the product are also
high. Cadbury has a strong pricing
strategy, which is based on its
different product range as well as to
the different customer which are
going to buy it. It uses market
penetration as pricing strategy.
The process of the Nestle product is
based on different individual
product. Nescafe and Maggie are
high priced product as the quality is
good, customer are not going to
switch the brand easily (Marketing
mix of Nestle – Nestle marketing mix
,2018). The other chocolate product

seeing compition from the lower and
good quality chocolate from
Cadbury which offers high product
range to choose also. It uses
skimming pricing strategy.
Place The distribution channel of Cadbury
is spread worldwide. It strongly
presented in the urban as well as
small and medium city. Although its
distribution in rural area is weak. It
distributed its product in almost 200
country.
Nestle follows different distribution
channels, which are considered to be
good marketing and sales network
for sales distribution. From urban
areas to small city in different
countries.
Promotion The promotional activities of each
product is different. Cadbury has
focused on its different and unique
way of promotion through different
logos and thoughts. Cadbury has also
promoted its commercial successful
Celebration which are suitable for
the festive occasions.
Nestle has one of the most widely
known tunes that is Nescafe tune. It
was the main advertising campaign
of Nestle. Besides these, Nestle has
strong product as well as marketing
which helps it to make high equity
brand.
However, it can be said that marketing mix assist in simplifying and bring together
different concepts of marketing into one, which helps the marketing process more easier one. It
assist the marketing of Cad-bury to be differentiated from other company like Nestle's. however,
it can be critique that, the concept of marketing mix doers not consider the behaviopur4 of
customers that is very important. It also doest not allow separate unique elements of service
marketing. The Marketing Mix does not mention building relationships with the consumer that
has become a major marketing focus.
8. An effective Marketing plan for Cadbury Plc.
Business Plan for Cadbury Plc

Background:
Cadbury is a British multinational confectionery company. It is world's second largest
confectionery brand in world. It has its operation in more than 50 countries worldwide. It has a
workforce of around 71657 employees. Cadbury is well known for its Dairy milk chocolates.
Vision:
Working together in order to create a brands, that people love.
Mission and objectives:
 To provide quality product to the customer at the reasonable price.
 To increase the gross profit by 10%.
 To increase the market share and customer base in over the world.
 To become the largest confectionery manufacturing company of the world.
Marketing Mix:
It is the set of actions or the tactics which is used by company to promote its brand or
products in the market. Cadbury plc uses marketing mix to evaluate the decisions for the p's pf
market. They are:

Illustration 2: Marketing mix
Source: (Stock Photo - marketing mix 4PS concept in
business , 2019)
 Product: The product range of Cadbury is quite large. There are a lot of standard product
which've Ccadbury produces (Smith, P. R. and Zook, Z., 2011). There are several
products which are produces at the time of festive occasions like Halloween , Christmas
and Diwali. Cadbury has a huge impact on the industry and are continuing to grow. Price: The products are prices at a way which can be consumed by all the class of the
society. There are high price products like Bonneville and there are products which prices
are lowers like eclairs, perk, five-star etc. Cadbury's pricing strategy is depending on the
product and the type of customer going to buy it. Place: the distribution strategy of Cadbury is widespread. It is present strongly in urban
as well as in small and rural areas also. Cadbury is present in almost 200 countries. The
distribution channel of Cadbury is very powerful.

 Promotion: the promotional strategy of Cadbury is different for every products and also
varies as according to the types of customer. Cadbury Celebration has commercial
customer base (Armstrong, G. And et.al, 2014). Due to the different promotional
activities, the brand recall is high and people always had Cadbury in their mind when
they want to buy chocolate.
Competitive Analysis:
Cadbury plc is one of the most iconic confectionery brand in the world. The company
faces strong competition from many companies around the world. Some of them are:
 Mars/Wrgle's
 Hershey's
 Nestle
Operational Management:
Cadbury's operational management includes the proper utilization of available resources
at the most cost-effective manner. The company's operational management involves proper
transportation of cocoa mass to the milk processing factory. Effective manufacturing process on
time. Producing best quality products (Cadbury, D. A., 2012.). Operational management includes
ensuring that products are being transferred to the target market on time.

Financial Projection:
CONCLUSION
By summing up the above report, it can be concluded that marketing is very essential for
the success of the organization in the modern business world. The presented report has discussed
about the importance of marketing concept which helps the current and future trend of
marketing. The report has included the marketing planning process and helped in understanding
the role of marketing manager with the importance of marketing in Cadbury plc. The report has
also concluded the interrelationship between different departmental functions and influence of
marketing on departments. Later, the report has discussed a comparison of Cadbury with Nestle
on different ways of marketing mix. A detailed marketing mix of Cadbury has been included in
the report.

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