Global Marketing Strategies for Cadbury

This assignment requires analyzing the global marketing strategies of Cadbury, focusing on its positioning, pricing, product offering, promotional activities, place/distribution, people resources, and physical evidence (7Ps). Additionally, perform a PESTLE analysis to examine external macro factors influencing Cadbury's operations in global markets. Lastly, conduct a SWOT analysis to identify Cadbury's strengths, weaknesses, opportunities, and threats in the international confectionery market.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context....................5
TASK 2............................................................................................................................................8
P3 Comparison between two organisations by applying marketing mix for accomplish
objectives.....................................................................................................................................8
TASK 3..........................................................................................................................................10
P4 Evaluation of basic marketing plan......................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing can be defined as a process in which exchange of goods and services takes
place for satisfying the needs and wants of the customer. Here basically buying and selling of
goods and services are conducted in market (Baker and et. al., 2016). There are various types of
activities that are conducted here are like producing, communicating and delivering products to
customers as per the needs and wants of customer. It is a very important process which needs to
be implemented in any company. The marketing managers are required to understand the market
very well so that they can know what customer actually wants and therefore they can produce
same types of goods. The organisation which will be referred in this report is CADBURY. It is a
confectionery brand which is operating since 1824 by John Cadbury. It is mainly producing
chocolates which are famous all over world. In this project, discussion will be held about roles
and responsibilities of a marketing function, their interrelationship with other functions of
company, its marketing mix and finally a marketing plan will also be prepared here.
TASK 1
P1 Key roles and responsibilities of marketing functions
According to AMA, “Marketing can be defined as process of creating, communicating,
delivering value to its customer and also managing customer's relationship in order to give
benefit to organisation”. Since every company wants that they should make more and more
money so they need to do marketing in an appropriate manner. This will hell them in
understanding market from closely and thus they can produce goods and services as per the
needs of market. Marketing is not an an easy task and lots of activities are being conducted in
this so as to make it a successful process. It plays a major role in achieving the goals and
objectives of company. It is considered as a wider concept in companies as each and every
activity that is conducted in the company is connected with marketing (Bastable, 2016). There
are so many concepts and function of marketing which is required to be understood by the
marketing managers of companies so that it can be implemented by the company in an effective
manner. In CADBURY also, marketing plays a very important role in selling their products
effectively all around the world. So, the roles and responsibilities that are associated with
marketing function in CADBURY are as follows :-
Marketing Information System(MIS) :- It is the responsibility of marketing managers
to investigate about the needs and wants of customers in the market so that they can produce

goods and services accordingly. For getting this, companies take help of MIS so as to collect all
relevant information about likes and dislikes of customers. This will be very helpful in taking
decisions about the company and its products. The marketing managers assign agents who go to
the market and do survey with the customers and collect data which they later on submit to the
marketing managers who use it in taking important decisions about the company in respect to
development of product, promotions, media etc. In CADBURY, this is an important role which
needs to be followed by marketing managers so as to gather all the relevant information about
the needs and demands of customers (Berkowitz, 2016).
Marketing Planning: - In order to achieve goals and objectives of the organisation in an
effective manner, CADBURY will have to prepare a marketing plan which needs to be prepared
by marketing managers and then implemented in the whole organisation. It is normally being
prepared when a company is preparing to launch its new product in new market. Planning helps
them in conducting all the important activities in an effective manner. For ex - Cadbury has
launched one of its product named as Nutties. The main problem with this was they were selling
it in small packets but people were not thinking it to be sufficient. So, they should have done
good planning before launching its product in the market.
PROMOTION – It is also an important function that needs to be conducted by the
marketing team as because of this only they will be able to make their product famous in the
market. Through this activity, companies try to impact the interest of target customers and
induces them to buy goods and services of a particular company (Brychkov and et. al., 2017).
There are so many mediums which can be used by organisations for promoting goods in the
marketplace like newspapers, magazines, digital media etc. the most trending is social media. All
these techniques are very effective and is successful in making the products reach the minds of
the customers. CADBURY is also making use of promotional techniques for promoting their
products in the market. They are making use of almost all techniques to promote like TV
advertisement, newspaper ads etc. Although they are having a very strong brand image because
of which they don not have any need to advertise their products and they make use of this
techniques only when they introduce a new product ion the market.
SELLING – It is that function which is linked with marketing in every manner because
if marketing function will not be conducted in an effective manner then selling will not be
conducted at all as consumers will not be aware about the goods company is producing then why

will they purchase it. It is regarded as a intermediary act because it helps the company in making
their product reach the customers in a better manner. So, if the marketing managers of
CADBURY will conduct all its functions properly then they will be able to produce products as
per the likes and dislikes of customer and after that they will not face any issue in selling goods
and services to the right customer and at right time (Cabrera and Williams, 2014).
RESEARCH-AND-DEVELOPMENT – This is also one of the main function that is
required to be conducted by every company so as to develop their products that they are selling
in the market. This element also helps companies in researching about the customers in market
and analyse their needs and demands in an effective manner. It is a very important function that
needs to be conducted as it helps in growth and development of a company and making them
reach their long terms goals and objectives as well.
DISTRIBUTION – Once the product is prepared it is very necessary for the companies
to deliver it to the customers. Here, goods are moved from one place to another so as to make
them reach the customers. Various distribution channel is being used by CADBURY for making
their products reach the customers and they are having a very strong marketing and distribution
channel that is why their products are available at all the places and at affordable prices as well.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing activities are done so that customer's needs and wants can be identified.
Through proper knowledge and skills only manager can determine the requirements of all the
customers. Thus organization appoints a marketing manager who can take care of all the
marketing activities in an efficient manner. People performs various duties and functions so that
processes and activities can run smoothly in the firm. Thus it increases the profits and
productivity of the company. Firm can also increase the market share and it results in expansion
and growth of the firm. This results in maintaining good image in minds of all the customers
and in the market (Griffitts, 2016).
Various departments have different functions in the organization. Marketing manager
evaluates the functioning of each departments and hence delegates the responsibility to all the
sections in the firm. This results in effective and efficient functioning of the company. It helps in
creating a good organization structure in firm. Through this all departments can perform better
and thus achieve the objectives and targets. Thus company can earn more profits and increase the
productivity. Duties and responsibilities of CADBURY are-

Human resource management and marketing – This department is very important is
running the business (Hoeffler, Herzenstein and Ginzburg, 2015). Through this there is effective
functioning of the organization. Human resource department recruits many people in the
company. So hence human resource manage appoints the marketing manager which can evaluate
all the functions of the marketing and can accomplish the targets and goals. HR manager
evaluates the knowledge, capability, potential and the experience of the person to be appointed as
a marketing manager. HR manager also monitors the skills of employees that they can perform
all activities related to marketing effectively. They also organize training programmes and events
to train the employees so that they can perform all the activities in the efficient and effective
manner. Through this activities and tasks run smoothly in the company. Thus company can
achieve the objectives and goals. This results in earning of more profits and productivity of the
company.
Finance and marketing – It is the most important department in the company as it
manages the money involved in the company. They decide the amount of finance required in
every activities and tasks of the company. Finance manager manages all the money involved in
every departments and for each eThis department is very important is running the business.
Through this there is effective functioning of the organization. Human resource department
recruits many people in the company. So hence human resource manage appoints the marketing
manager which can evaluate all the functions of the marketing and can accomplish the targets
and goals. HR manager evaluates the knowledge, capability, potential and the experience of the
person to be appointed as a marketing manager (Hoffman and Turley, 2015). HR manager also
monitors the skills of employees that they can perform all activities related to marketing
effectively. They also organize training programmes and events to train the employees so that
they can perform all the activities in the efficient and effective manner. Through this activities
and tasks run smoothly in the company. Thus company can achieve the objectives and goals.
This results in earning of more profits and productivity of the company. vent. Finance
department creates budget for various activities of the marketing department. Through this there
is no wastage of resources in the marketing department. They allocate funds on each events and
activities related to the marketing. They also help the marketing department in promotional
activities by explaining the funds allocated to various promotional activities. They also creates
the plans and policies related to future expenses in marketing and promotion. Thus finance

manager helps the the marketing department in promotion of their product. Through this
marketing manager can easily take decisions related to the expenses in the marketing activities
and the promotion. Thus they can perform all the activities efficiently and effectively.
Research-and-development and Marketing – Since every company wants that their
product should be best in the market and for this they need to introduce changes as per the trends
that are going on in the market. This is a very important activity which needs to be conducted so
as to be in competition (Karasar and Öztürk, 2014). Proper research is required to be carried out
by the company for implementing changes that is required in the product. So, for doing this
research marketing department takes help of research-and-development department for doing
activities like inventions and innovations in the product. They are given the responsibility to
analyse the market and then make the products similar to the needs and desires of the customers .
They have two option which are like they can invent a new product or innovate the existing
product. CADBURY is also having strong research team who are having good knowledge about
the likes and dislikes of customers and this is the main reason that company is ruling the market.
Customer Service and Marketing – Customer service department conducts the work of
handling all issues of the customers once the sale is made. It is not straightly connected with the
functions of companies as they look after problems of consumers not employees. This is a very
essential department that needs to be implemented by companies for managing their customers.
If the customers will be managed effectively then they will purchase goods and services of
company once again and if they are not handled then there is risk that they may shift to some
other brand. Thus, marketing department will help them in understand the issues of customers
by doing various kinds of surveys. Once issues are known to them , customer service department
can solve it by providing effective solutions (Kennedy and Parsons, 2014).
Production and Marketing – These two departments are strongly connected with one
another because companies are required to produce products as per the needs and wants of the
customers and they will come to know about their choices through marketing department only.
So, marketing department will perform various kinds of activities for knowing the trends that are
going on in the market so that products can be produced effectively. Once this information is
collected, it is then transferred t the production department who then analyses it and then start
their process of making products that will be sold by the customers in the market.

TASK 2
P3 Comparison between two organisation by applying marketing mix for accomplish objectives
Every company wants that they should sustain in market for longer period of time so that
more profits can be earned by the company. In order to achieve goals and objectives of the
company, management is required to adopt various kinds of tools and techniques and it is
required to be applied in an appropriate manner as well. One of them is Marketing mix. It is
regarded as an effective tool which is adopted in all the companies so as to make their products
reach the customers and stay there for a longer period of time. It also helps the company in
promoting their product in the market and making its image as well (Lane, 2016).
CADBURY is one of the most strong organisation that is having huge market share and
because of this they will be able to gain more and more customers as compared to other
competitors present for them in the market. But they need to make effective strategies for facing
their competitors and overpower them as well. One of the main competitor of CADBURY is
Nestle as they are being liked by the customers equally like Cadbury.
Marketing mix can be defined as a process through which companies are trying to create
their brand image and value in the market as well as in the minds of customers. It includes seven
elements which are required to be considered while launching any product by the company in the
market. A comparison is required to be conducted between CADBURY and Nestle so as to
understand all their elements in an effective manner. It is as follows:
Marketing Mix of CADBURY: The elements that are required to be considered here are:
PRODUCT – A product can be considered as a tangible object which is prepared by
production department of the company. It is normally offered by customers in the market so that
their needs and wants are satisfied. It is very important for every company for producing goods
and services as per the likes and disliked of the customers (Mittal, 2014). CADBURY is
basically being operated in a service industry and it is almost serving their products in the whole
world. They are serving so many products like Dairy Milk, 5 star, Perk, Temptation etc.
PRICE – It is also one of the important element that is considered in marketing mix. The
prices that are decided here is later on offered to the customers against the goods that are being
purchased by them. Prices of the product is decided as per the demand of product in the market.
CADBURY is keeping the prices of the products as per the country in which they are selling like
in India they have to keep prices low as people here will not purchase high cost chocolates.

PLACE – It helps companies in placing their customers in correct market so that the
products can be sold effectively by the company. CADBURY is having a good understanding
about this principle that is why their products are available in market at almost every store
(Mueller and et. al., 2015).
PROMOTION – It is also a major element that is required to be considered by
CADBURY so as to make their products sell in the market. But since they are having a strong
place in the market already so there is no need for them to do any kind of advertisement.
PEOPLE – If this element will not be present in the company then goods and services
will not be produced as there will not be any kind of human resource available in the company.
CADBURY is a huge organisation who is having lots of human resources working in the
company and because of them only goods and services are being reached to the consumers.
PROCESS – It is the roadmap through which a product is produced and then later on
reached to the customers. Here it is made sure that the goods and services are being reached to
their respective owners on time and without any issue. CADBURY is having their own
distribution channel with the help of which they are making their products reach the customers
and in various stores as well.
PHYSICAL EVIDENCE – In this, it is described that every company should have their
own logo or a design with which they can be recognised in the market. CADBURY is also
having their logo through which consumers recognise them easily in between all the other brands
(Pappas, 2017).
Marketing Mix of Nestle -
Marketing mix of Nestle is as follows-
 Product –Company offers different products such as Kitkat,munch milky bar,polo etc. By
providing these products company can give strong competition to other firms such as
CADBURY etc. Through this there is growth of the firm in the market. It can maintain
unique image in the market.
 Price – Nestle do not charge higher price for their all products as they know that many
rivals are there in the market. Hence they put a reasonable price for all the products so
that it can attract many customers in minimum time. As compared to CADBURY it
charges fair prices of their products (Baker and et. al., 2016).

 Place - Nestle has good market share but their products are not available in al stores so
hence customers cannot purchase all the products. All products are not available in the
market so hence it cannot capture more customers. This leads to declining the
performance of the company.
 Promotion – Nestle have strong market share in the market so hence they do not need any
promotion programmes and events. Firm do not spend any money on the promotion of
the product as they do not need it. Hence it saves money of the company and firm can
utilize the money in other purposes.
 People – Company treats people as the important asset of the firm. They communicate
the customers in explaining other segments other than chocolate. But it receives low
answers and suggestions from the customers.
 Process – Nestle's process is similar to that of CADBURY but it do not reach the
customers. It has a manufacturing process which includes fresh harvested
cocoa ,fragmenting and drying,roasting,winnowing ,grinding and grinding has 2 parts in
which first part includes mixing with sugar and liquefying and these two processes
includes many subprocesses and then chocolate bars are made (Bastable, 2016).
 Physical evidence – Company can create good environment for the customers through
setting logos in different supplier machines in various coffee corners. Through this firm
can attract many customers in minimum time.
TASK 3
P4 Evaluation of basic marketing plan
Promoting plan incorporates different things like systems of a business, targets, mission
and vision of an organization. It likewise incorporates about the spending which need to get
bring about on different exercises of an affiliation. This assent fundamentally occur at the season
of managing in new market world and influencing things to proper and reasonable in nature also
(Berkowitz, 2016). Cadbury showcasing plan incorporates different perspectives and
components in thought which are mean as take after :
Introduction of company: CADBURY was a company which is founded by John Cadbury in
1824 in England. It is a British Confectionary company which is fully owned by Mondelez
International and is considered as a second largest confectionery brand in whole world.
Vision and Mission statement:

VISION - “Working together to create brand people love”
MISSION - Cadbury means a quality; this is our promise. Our reputation is built upon quality;
our commitment to continuous improvement will ensure our promise”.
OBJECTIVES: Objectives of CADBURY are as follows: -
 To make loads of chocolate
 To enhance the nature of chocolates
 To make due in commercial centre To open numerous new stores in a marketplace
SWOT Analysis of company: Swot analysis of CADBURY are as follows: -
STRENGTH WEAKNESSES
 Cadbury is a world pioneer and have
a nearness in excess of 200 nations.
 Their items and merchandise have
more power than some other
contender of an organization.
 Significant results of an organization
are Dairy Drain, Bournvita, Oreo
which bolster a relationship to get
support at showcase world.
 Commonly it gets confirm that
organization picture get affected
numerous cases like cockroaches and
rodents found in chocolates.
 Another real shortcoming of an
organization is quality which should
be more reinforced.
OPPORTUNITY THREATS
 A noteworthy shortcoming of an
organization can move toward
becoming open door in which
administration need to target and
infiltrate in rustic zones for more
market openings.
 Taste is another real thing in which
Cadbury significant market is India
where individuals like little
chocolates to eat. Subsequently, new
flavour is a noteworthy thing or open
 Conveyance cost of an organization
is additionally high because of
increment in cost of fuel and
transportation. In this way, by
increment in cost hole for different
organizations additionally
increments.
 Numerous buyers progress toward
becoming well-being cognizant in
nature under which they want to
drink well-being juice rather to eat

door for an organization.
 Increment assortment of items like
increasingly development will fill in
as an open door for an organization.
chocolates.
 From recent years, celebrations
intrigue is getting lessen which
prompt work as a risk for an
organization.
Target market: It is very important for every company to have a target market where they can
sell their goods and services to their target customers and chances of making more profit is much
more here. CADBURY is also having a target market and mostly it is kids as chocolates are
loved by them (Brychkov and et. al., 2017).
Competition – Since Cadbury belongs to an industry having a number of different brand it faces
a great rivalry which has its direct impact on the profit margins. It is required that market
conditions are examined before making strategies so that the gap between actual and desired
results can be minimised. The major competitors of this brand are Nestle and Ferrero rosher and
to gain more market share plan has to be made in such a way that they get less demanded.
Marketing mix
Product – It is important that variety in the existing products is maintained so that
costumer interest is maintained.
Price – This is also one of the most important function that needs to be conducted in all
Cadbury as it is related to arrangement of funds, Funds are required to be present so as to
conduct all the activities in a company. All the different sources of funds should be compared
and the most effective one should be selected.
Place - This is another aspect in which the location for different company stores is
selected and has to be ensured that it is easily approachable by all.
Promotion – This is that factor through which the medium of marketing is used and it is
important that such platforms are used trough which greater market share is covered.
Physical evidence – The target costumer of this brand is the young crowd. They can be
attracted by keeping the stores lively and fascinating so that they develop interest in the brand.
People – The customers should be given maximum attention and their suggestions should
be recorded to experience a positive growth in the brand value.
Process – The manufacturing method of different variety has to be such that the cost of
production is minimised and effective utilisation of time is done so that proper output is received.

Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 45000 13600 15200 21000 15000
Investment 21500 14000 17000 15300
Total 45000 35100 29200 38000 30300
Marketing
expenditures
Advertisement 10600 8000 7200 8000 7200
Sales promotion 3000 3000 5000 4000 7500
Direct marketing 6000 7000 4000 5000 3000
Total 19600 18000 16200 17000 17700
Available balance 25400 17100 13000 17000 12600
Monitoring and controlling – This is a last step which needs to be implemented after a
marketing plan. Here, all the activities that are conducted above are being evaluated properly so
that it can be made sure that goals will be achieved or not (Cabrera and Williams, 2014).

CONCLUSION
According to the report it can be concluded that marketing satisfies the need of all the
customers and thus generates more profits. Each company has to evaluate the needs and wants of
all customer and then create plans and policies related to the product. Marketing plays various
duties and responsibilities so company can accomplish their objectives. The components of
marketing mix help the firm in selecting the right strategy of product and it can impact the
targeting and positioning decision. Through a good marketing plan company can easily
determine the target market and it can easily differentiate from other competitor’s firms. Thus
company can create unique image in minds of their customers as well as in the market.

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