Marketing EssentialS Assignment Solution : Cadbury

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of the marketing function for the chosen
organisation............................................................................................................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context for the chosen organisation or scenario.....................................................................4
TASK 2............................................................................................................................................6
P3. Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives. How does it differ from other
organisations or could do better compared to other organisations (with examples). ...........6
TASK 3............................................................................................................................................9
P4. Produce and evaluate a basic marketing plan for the chosen organisation. ....................9
CONCLUSION.............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to the set of activities that focuses on communicating and delivering the
product or services to customer for satisfying their needs and want. Main aim of marketing
function is to promote product and brand for influencing customers to purchase the same. This
project is about Cadbury which is a British confectionery company and is headquartered in West
London, UK. Current project describes about role and responsibilities of marketing function in
an organisation along with interrelations between marketing department and other functional unit
of company (Baker and Magnini, 2016). Further it differentiate between marketing mix of two
different organisations and marketing plan of Cadbury is also covered in report
TASK 1
P1. Explain the key roles and responsibilities of the marketing function for the chosen
organisation
Marketing refers to set of activities for promoting and selling goods or services to the
customers with an aim to achieve maximum profit by satisfying their need and want. Main aim
of marketing is to influence target market to purchase product or services. This aim can be better
accomplish by following step by step process of marketing which is consists of four steps:
 Analyse the opportunity present in market which generally includes assessing the need
and want of customers.
 After analysing the market next step is to select target market that is a set of customers to
which products or services of company being offered.
 Once target market is decided next step is develop marketing mix strategies that support
in promoting and offering products effectively to approach customers.
 Final step includes execution of plans and strategies that are formulated for promoting
and approaching customers.
Marketing plays an essential role in influencing the target market to purchase product or
services of a company. It is a combination of various functions that support in exerting the
product according to the demand of customers (Campbell, Martin and Fabos, 2018). These
activities aid in analysing the need and preferences of customers that further help in predicting
the future demand of market so that products can be featured according to the demand.
Following are the roles and responsibilities of marketing manager:
1

Roles:- Marketing Information Management:- It is also known as market research and is very
essential role of marketing department. Under this marketing manger conduct a research
over target market in order to determine the need and demand of customers. This help in
determining the features or benefit that company's product must exert for satisfying the
customer requirement (Cavusgil and et. al., 2014). This information further help in
formulating strategies that contribute toward achievement of competitive advantage in
marketplace. Marketing managers of Cadbury conduct market research in order to
determine the changing need of customers and strategies used by competitors. So that
they can add new flavour or ingredients in their products which differentiate them from
others. Financing:- It refers to the managing and providing money for performing business
activities effectively without any delay. Marketing department is responsible for maintain
a proper communication with financial department in order to estimate the amount to be
required for performing activities effectively (Seven Functions of Marketing, 2018). This
help in keeping fund available at the time of executing marketing activities. Marketing
manager of Cadbury prepare budget statement with the help of financial manager in order
to estimate the amount required to perform activities in advance. Pricing:- It refers to the monetary value that a customer pays to company on purchasing
of product or services. Under this function main role of marketing department is to fix
price of product which is affordable to customer and company can cover its production
cost. Though Cadbury is consider to be a premium brand still it keep its product price
lower which is preferred by customers from various segment. Promotion:- It refers to the set of activities that are performed in order to attract and
influence customers to purchase a particular product or services. Under this function
major role of marketing department is to provide proper information about its offered
product or services to target market (Hair and et. al., 2015). This information help in
influencing customers to purchase company's product or services. Marketing manager of
Cadbury perform various promotional activities such as advertisement, sales promotion
etc. in order to attract customers toward purchasing product.
2

 Product and service management:- It is a decision making process in which a company
decide what to sell, how to sell, whom and where to sell it. Under this function main role
of marketing department is to develop, manage and improving the marketing mix in order
to exploit marketing opportunities. It help marketing manager to align the product
according to the demand of customers. Cadbury focuses on keeping their product
different and always in demand by identifying the changing need of customers. By
collecting this information marketing managers predict the future need of target market
and on the basis of which they try to improve product by bring changes. Distribution:- It refers to the method through which the product or services will be
deliver to the end users. Under this function the responsibilities of marketing department
is to ensure that the product or services must be deliver to customers effectively.
Marketing manager is responsible to manage the supply chain of company in order to
ensure the timely delivery of products to end users (Kladou and et. al., 2016). Cadbury is
well known brand and its products are available throughout the world easily because of
its well maintained supply chain which delivery products from rural to urban areas.
 Selling:- Marketing and selling are consider as complementary services because
marketing help in creating and building awareness which support sales representatives to
sell more units of product or services. Under this function role of marketing department is
to ensure that company's product or services must be available to customer conveniently.
Marketing manager of Cadbury always focuses on maintaining their stock available to
their distributors. So that customers get product of their choice easily.
Responsibilities:- Formulating strategy:- It is a key responsibility of marketing department to formulate
strategies in order to align the activities performed by them with the objective of
company. Marketing manager of Cadbury must formulate strategies before performing its
operation which support them by providing guidelines related to the step to be taken in
order to achieve desired level of performance.
 Market research:- Another responsibility of marketing department is to conduct a market
research in order to determine the demand of customer or changes that are being
anticipated in external environment. Marketing manager of ASDA must perform research
3

over target market to provide information to production and finance department in order
to stock the product demanded by market and fund required to perform these operations.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
for the chosen organisation or scenario
Marketing refers to set of activities that are performed to attract customers toward the
product or services and then influencing them to purchase for the same. This includes activities
like advertisement, selling and delivering the product to end consumers with an aim to satisfy
their need and want.
(Source: Key Business Functions, 2018)
Above given image depict about the main functional area within a company and
interrelation among them. Marketing plays an essential role toward the success of company in
market place as it help in creating awareness about the product or services among target
customers. But these activities are not possible to perform solely as all the functional department
are interlinked with each other. Following points describe about the interrelationship of
marketing function with other functional department of Cadbury:
4
Illustration 1: Key Business Functions

 Marketing and Human resource department:- Main function of human resource
department is to recruit right candidate with required skills and capability in order to
accomplish organisational goals effectively (Lane, 2015). So, it is very essential for
marketing manager coordinate with human resources department in order to create a high
skilled and competent workforce that contribute toward the success of company.
Marketing department of Cadbury communicate about the vacant position in their
department so that HR manager can recruit candidates that contribute toward increasing
the volume of sale. Therefore, coordination between both the department is very essential
as competent workforce is a foundation of organisational success. Marketing and Finance department:- Main role of finance department is to plan,
organise, audit and control company's fund. Financial manager is responsible for
identifying the financial need of other department in order to make fund available to them
so that activities can be performed effectively (Malhotra, 2015). On the other hand
marketing department perform several promotional activities which require high amount
of fund. So in order to fulfil their financial need it is very essentials for marketing
manager to communicate their marketing plan with finance department in order get
adequate fund on timely manner. Marketing managers of Cadbury communicate their
promotional activities with financial manager in order to estimate amount required by
each activity. This help marketing department in getting adequate amount of capital on
time to perform their tasks effectively. Marketing and Research & Development department:- Main role of R&D department is
to collect information related to customers need and preferences as well as competition in
market. This information assist marketing department in formulating strategies for
providing better services to customer and remain competitive in marketplace. Therefore it
is very essential for marketing department to coordinate with R&D unit in order to gather
information related to target market. This support marketing manager in aligning their
marketing or promotional activities in way through which customers get better influenced
and purchase company's product. Marketing department of Cadbury communicate with
R&D unit in order to determine the demand of customers and strategies to be adopt for
approaching large number of customers.
5

 Marketing and Production department:- Main function of production unit is to
manufacture product or services according to the need of customers (Pappas, 2017). So
marketing manager must coordinate with production department in order to understand
main feature or benefit that a product will offer to its customer. This help them in
planning the marketing activities to be perform that support in informing and attracting
large number of customers toward the company's product or services. Cadbury is known
for its promotional activities which is the main reason behind its success and leadership
in market (Pike, 2015). This is because marketing department of Cadbury always
communicate with production department while formulating its promotional plan. This
help them in communicating their message to customers effectively which contribute
toward attracting large number of customers.
From the above points it has been clear that interlinked between marketing and other
functional department is very essential as it support in performing activities effectively by
providing required resources and information. This further help in formulating strategies that
contribute toward accomplishment of goals and achieving competitive advantage in marketplace
by ensuring high performance at workplace.
TASK 2
P3. Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives. How does it differ from other
organisations or could do better compared to other organisations (with examples).
Marketing mix refers to the set of tactics or activities that a company uses in order to
promote its brand as well as product in market place. This help in formulating strategies for
offering product or services effectively to its target customers. It is a part of marketing planning
process which suggest appropriate marketing strategy and tactics to implement them effectively.
Every organisation uses marketing mix in order to achieve success in their market place but
method of implication is different for each company. As they adopt the mix of marketing
components as per their pre decided objectives (Pike, 2016).
6

Illustration 2: The Marketing Mix, 2018
Source: The Marketing Mix, 2018
From the above given image it can be depict that marketing mix consits of seven
components that are product, price, place, promotion, process, people and physical evidence.
Marketing mix of Cadbury is different from other organisation which deals in same category
which is a main reason behind its success. This difference can be better understand through
following table:
Components Cadbury Nestle
Product Cadbury is a well known brand
belongs to beverages sector and offer
product in various categories such as
chocolate, biscuits, milk additives etc.
In chocolates it includes brands like
Dairy milk, five star, Cadbury eclairs,
Bournville and Perk (Purvis, 2015).
Biscuits it offer under the brand name
Oreo and in milk additives it offers
Bournvita.
Nestle is also one of the biggest
competitors of Cadbury which deals in
four product categories. It includes
Beverages in which it offers coffee
under the brand name of Nescafe; Milk
products which includes Nestle slim,
Nestle milk maid; cooking aids such as
Maggi noddles, pasta, sauce and in
chocolates it offer Kitkat, Munch, Milky
bar, polo etc.
Price Cadbury decide its prices according to
its category and quality of products.
The price of chocolates like Bournville
Price of Nestle product is decided
according to the quality of product. For
instance Nescafe Coffee are relatively
7

is relatively higher as compare to other
chocolates like five star and Perk
which is decided to cater the need of
different segments. Apart from this it
also offer its product in different sizes
so that need of each segment can be
met effectively.
higher in its price as compare to other
competitors. But the quality and taste of
coffee attract customers to buy it at any
cost.
Place Cadbury offer its product in more than
200 countries all over the world which
is possible only because of its effective
distribution channel. Its products are
available to both urban as well as rural
areas.
Majority of revenue generated by
company is through European countries.
Nestle product are transferred from
factories to warehouses where they are
stored and then send to retailers to make
them available to customers (Rancati,
Gordini and Capatina, 2016). Maggie
and Nescafe are high demanded product
but major challenge faced by company is
in chocolate segment due to huge
competition present in market.
Promotion Cadbury uses wide range of
promotional tools for promoting its
products which includes TV
commercials, online, radio, posters,
newspapers etc. But apart from this
company uses some tag-lines which
attach values to its products.
Nestle uses different sources and
methods to promote its products like
billboards, newspapers, TV
commercials, posters etc. But in addition
to this it uses a unique method of
promotion like they promote their
products in market with some tune
which support in creating brand
recognition among market.
Process After production of goods in bulk at
factory these products are transferred
to wholesalers where product are
Nestle adopt customer oriented services
in which they provide after sale services
where customers can communicate with
8

stored in bulk (Scarborough, 2016).
These bulks are break down according
to the requirement and then send to
retailers which then purchased by end
consumers.
customer-care employees in order to
share their issues related to product.
People Cadbury provide training to their
employees working in its factory so
that they can use ingredients
effectively. This help company in
manufacturing quality products.
Nestle maintain skilled employees by
providing them training to handle
queries so that they can provide better
customers services.
Physical
evidence
Cadbury's products are generally
available at retailer stores where
company pay extra amount to retailers
for displaying their products in front of
the store according to product size.
Apart from this various posters related
to product and its offer attract the
attention of customers toward
products.
Nestle established their cafes at different
places and is more focused toward
creating better ambience. These cafes
have well managed sitting arrangements,
vending machines, logo on their wall
and uniform of worker these all factors
contribute to create a better physical
environment for customers.
TASK 3
P4. Produce and evaluate a basic marketing plan for the chosen organisation.
Marketing plan refers to a comprehensive document which outlines overall marketing
effort that a company will perform in upcoming year (Smith, 2014). It depict about the actions to
be taken by company in order to implement its marketing strategy and resources required to
accomplish the organisational objectives. Following are the steps included in marketing plan:
 Company overview:- Cadbury is a British multinational confectionery company which
is headquartered in Ubridge, West London. It deals in variety of product such as
chocolate candy, chocolate bars, biscuits, milk additives etc. But is known for its
chocolate productions and distribute its products in more than 200 countries around the
world.
9

 Vision & mission:- Its vision is to work together for creating a brand which people love.
Its mission is to offer products to customer with tempting and exquisite taste which is
simply irresistible
 Objective:- Objective of Cadbury is to extend its product category by launching a new
product i.e. cold coffee. Cadbury is required to adopt SMART objectives in order to
achieve success in marketplace by launching this product which is specific, measurable,
attainable, realistic and time bound. Objective of Cadbury is to capture 20% of market
share by year 2020.
 STP approach:- This approach is consists of three factors which affect the selection of
customers and marketing strategies to be implemented over target market. Following
points describe about the factors involve in STP approach:-
Segmentation:- It refers to the process of dividing the group of people into
categories according to homogeneity in their taste and preferences (Zolkifly and
Baharom, 2016). This help in exerting marketing efforts on customers according to their
needs and want. Cadbury segment its customers in two categories demographic and
behavioural.
Targeting:- It refers to the process of breaking market into segments and then
concentrating whole marketing efforts over that group. Cadbury use to target children
from age between 4 to 16 but now it stretched its target group from child to infinite age
group.
Positioning:- It refers to the process of positioning image of product in mind of
customers which is done with the help of promotion. Cadbury position itself as a best
accompaniment of every occasion.
 SWOT Analysis:- It refers to an analytical tools that is used by a company in order to
identify the strength and opportunities that support in achieving higher success at
marketplace (Rancati, Gordini and Capatina, 2016). On the other hand it also identify
weakness and threats that a company require to work over in order to improve their
performance and position at workplace. Following table shows the SWOT analysis of
Cadbury:-
Strength Weakness
 Higher brand recognition in  Controversies regarding advertisements
10

marketplace support company to
achieve leadership in market.
 Creative and appealing commercials is
also the biggest advantage of company.
 Brand loyalty which is the greatest
advantage that make customers to
prefer Cadbury over other brands.
and worms in chocolate affected the
company's image.
 Rising awareness of health
consciousness reduces the market of
chocolates.
Opportunities Threat
 Company can increase distribution of
its product in rural areas.
 Diversification of product by adding
other food items.
 Addition of more flavour to its market
in order to approach untapped market.
 Increase in cost of transportation and
distribution also risen up the cost of
company which is cutting up the profit
of company.
 Increasing competitors in market place
with similar product at relatively low
prices.
 Substitutes present in marketplace in
one of the major threat to Cadbury.
 Budget:- It refers to an statement which depict about the estimated amount required by a
company in order to perform their marketing activities (Pappas, 2017). Following table
shows the budget plan of Cadbury:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
11

Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
From the above budget statement it can be interpret that for performing marketing
activities in order to promote or launch its new product i.e. 'Cadbury cold coffee', company
requires the investment of about 12000£, 6500£ for promotional activities.
Marketing strategies
Cadbury needs to create and apply efficient marketing strategies for achieving the
desired objectives of organisation according to allotted time. Relationship marketing can be
comprehended as the best suitable strategy that firm can adopt to enhance customer loyalty and c
interaction. This will benefits in sustaining a strong engagement between users & company.
Execution
Cadbury must need to follow the organised and effective manner to accomplish the
desired objectives. Attainment of these targets will benefit the firm in gaining high profitability
that will enhance the success rate of organsation.
Evaluation
It is defined as decision taking process that involves value, amount and number. It is
measure of all operations and activities which are carried out within an organisation. Different
evaluation methods are specified beneath:
Sales Analysis: It is defined as the analysis associated with annual sales of a product.
Market-Share Analysis: It help to analyse the performance of Cadbury in peforming its
operations.
Efficiency Ratios: It is defined as the ratio of turnover assets which is Revenue
(Sales)/Net Assets
Cost-Profitability Analysis: Evaluation of cost along with profitability which is gained
by the organisation.
12

CONCLUSION
From the above given report it can be concluded that marketing plays an essential role in
promoting the product or services effectively in market place. This help in creating awareness
about the company's product in market that further support in increasing the volume of sale. But
marketing function can not be performed solely they are required to coordinate with other
departments of organisation in order to achieve positive outcome. Apart from this marketing plan
also plays a key role in providing detail about the actions to be perform in order to achieve desire
marketing goals and objectives.
13

REFERENCES
Books & Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Cavusgil, S.T., and et. al., 2014. International business. Pearson Australia.
Hair Jr, J.F., and et. al., 2015. Essentials of business research methods. Routledge.
Kladou, S., and et. al., 2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.1-30.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism.
International Association for Tourism Policy (IATOUR).
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management. pp.1-19.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies
for the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Smith, A., 2014. Breaking the chain: The screen industry and disintermediation. Metro
Magazine: Media & Education Magazine. (182). p.104.
Zolkifly, N.H. and Baharom, S.N., 2016. Selling Cars Through Visual Merchandising: Proposing
Emotional Design Approach. Procedia Economics and Finance. 37. pp.412-417.
Online
Seven Functions of Marketing. 2018. [Online] Available
through<https://smallbusiness.chron.com/seven-functions-marketing-56980.html>./
14