Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................4 P1:Key roles and responsibilities of the marketing functions...............................................4 M1:Role and responsibilities of marketing in context of marketing environment.................7 P2: Role and responsibilities of marketing in relation with wider organisational context.....7 M2: Significance of interrelationships between marketing and other functional units of an organisation.........................................................................................................................10 D1: Key elements of marketing function and its interrelation with other functions...........10 TASK 2..........................................................................................................................................10 P3. Comparison of the ways in which different organisations apply the marketing mix to the marketing planning...............................................................................................................10 M3: Tactics applied by Cadbury to demonstrate ways by which business objectivesare achieved................................................................................................................................15 P4, M4 :MARKET PLAN....................................................................................................15 D2: Strategic marketing plan that applies usage of 7P 's to achieve marketing objectives-17 CONCLUSION..............................................................................................................................18 REFERENCES.............................................................................................................................20
INTRODUCTION Marketing is the most vital element in the present business world because it helps in enhancing the sale and purchase of good and services. This concept is very essential because it helps in accomplishing the business goals and objectives by identifying the customer needs and demands and working effectively to fulfil them (Van der Wagen, 2015). It is a concept which interacts the business activities in order to design the planning, promotions, distribution, etc. activities of marketing. Organisation undertaken in this report is Cadbury which has initiated its business operations from the year 1824 and deals in serving chocolates, confectionery, etc. for people. This report will explain role of marketing and its inter relationship with other functional units of the organisation. It will support in comparing the organisations which makes use of marketing mix elements so that overall business objectives can be attained. The last part of report will develop and evaluate the basic marketing plan. Overview- CadburyisaBritishbasedmultinationalcompany which isownedbyMondelez International (originally Kraft Foods). This company is one of the world's leading confectionery brand and is famous for producing quality chocolates all over the world. Some of its well known products are dairy milk chocolate, crème egg, bournvita , oreo biscuits ,etc. Today, It has expanded its business in more than 200 countries and its chocolates are loved by people globally. Recently, Cadbury is planning to introduce sugar free chocolates which will target health conscious customers. Mission- The mission of Cadbury is to“ To provide quality chocolates by choosing best cocoa beans while manufacturing, in order to satisfy its target audience.”It aims to keep modifying its chocolates to attract large number of its customers. Cadbury wants to go ahead of its competitors like Mars, Nestle and so on. Although this brand is already everyone's favourite but it want to expand its market share and target more consumers (Van der Wagen, 2015). Vision- The vision of Cadbury is to “To work together in order to create brands that is loved by people. ”Its basic goal is to form more brands like Oreo biscuits, bournvita, etc. in order to satisfy its customers by providing them good taste with good quality. This organisation is
working to fulfil its vision by keep on improving its quality. Its basic goal is to provide maximum customer satisfaction and to attain its share in the market. Objectives- They are goals, purposes and aims towards whichan organisation is working. It isthe set of activities which a company wants to achieve in future. The basic objective of this enterprise is to satisfy customers as its success relies on its comsumers. For this , Cadbury is putting a lot of efforts in order to meet the demand and need of its targeted audience.Some of the other objectives of Cadbury can be seen below- 1.To become world's number 1 confectionery brand and be ahead of its competitors and to increase growth, quality, and productivity of its products with the help of technology. 2.To introduce sugar-free chocolates to target health conscious customers and elders. This will help this company to expand its market share. 3.To achieve profitable growth in beverages, biscuits and chocolate segment by adding value to existing products . It can be done by attractive pacakaging. 4.To increase the sales of Cadbury by 20% in upcoming one year. TASK 1 P1:Key roles and responsibilities of the marketing functions Marketing is an important as well as most critical tool for running a business successfully in today'smodern era. It includes large number of tasks such as, understanding marketplace, analysis of consumer demands, creating good relationship, developing effective market strategy, and also to provide quality to customers in form of better products. Marketing functions provides aid in identifying new potential product for a market and also deals with promotion of the product to ensure its success. These functions are responsible for future development and growth of organisation (Van der Wagen, 2015). The main functions involved in marketing are marketing research, product planning, development of product, promotion, sales and finally providing customer service. Cadbury is a very big and popular brand of chocolates industry, therefore it become necessary for them to conduct all marketing functions and to fulfil all roles and responsibilities related to marketing. It is the responsibility of marketing function to increase the
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market share of Cadbury and contribute in overall growth of company through increasing sales and profitability. Roles and responsibility of an effective marketing functions are as follows: Setting marketing strategy It is the responsibility of marketing managers or senior member to adopt and implement a marketing strategy which is parallel to overall plan and strategy of company and aims at achieving the target and objective of the organisation. The strategy selected for marketing should completely focus on the main objective of company which can be, getting an increase in market share through launching a new product or through entering a new sector (Rowley, 2017). The marketing department should take approval on strategy adopted from board of directors or senior management team before implementing it in detail. This will reduce the chance of failure and makes strategy more effective and efficient for timely and better achievement of the goals. Market research It is one of the key responsibility of market function to do proper market research. Regular market analysis and research helps in early identification of market opportunities and provides a better understanding of wants of customer. Proper market analysis also show the strengths and weaknesses of existing competitors. Timely examination of this information about competitors provide sufficient time to take relevant action to protect the business from strengths of competitors and also provides a opportunity to win or take over business of weaker competitors. An effective market research can be conducted through studying various industry reports, analysing the data available on various websites, or even through directly contacting potential customer to understand their needs and wants. Some large organisations having sufficient money, can appoint a market research firm to collect all relevant information regarding the market, new business opportunities and about the taste and preferences of customers. This will save their time and effort and also provide a detailed, up-to-date information about the prevailing market conditions and situations. Internal or External product development Marketing department is the one which establish direct contact with customers, hence understand the needs and wants of the customers. So, its become responsibility of marketing teamtoworkwithinternalmanufacturingdepartmentandalsowithexternalproduct development department. Marketing department can help them in developing a new product or to makeimprovements in an existing product according to desires of customers. Marketing
function also includes analysis of sales volume of an existing product and identify the reasons or action which can lead to increase in the quantum of sales and hence increasing overall profitability of the organisation. Proper analysis of market and current conditions also helps in deciding the most relevant price which will ultimately fosters its sales. This marketing functions also helps in preparing an effective plan to launch a new product as per the need and requirement of market in which product is launching. Proper market research always reduces the threat of failure and provide a little assurance about the success of product as well as for overall increase in the performance of organisation. Communication and promotional materials It is the responsibility of marketing function to promote and increase the awareness about company's product to make it popular among the customers. Different promotional activities are adopted by marketing department for better promotion which totally depends on availability of budget, type of product for which promotion required, etc. Promotion of an product can be through, aggressive advertising, proper use of digital media or social media, effective use of company website and many other modes are also available to develop a close and effective relation with customer (Pooler, 2018). Marketing department can also plan a campaigns and can develop aeffective material for communication. Organisation may write or draft a promotional material by their own if having the proper skills or they can appoint a advertising firm or agency to draft or write a material providing all relevant information about the product and company. This will ultimately increase the brand image and makes product more popular and famous among the customers. Organise exhibitions, seminars and events To organise different events is also the responsibility of marketing function. Events may include exhibitions, sales conference, seminars and also include customer hospitality events. The main aim of all these events is to increase the sales or to create awareness about the product or company to ensure the growth and development of the organisation (Pike, 2015). Some organisation also take parts in events focusing on social welfare as it increase its public reputation and hence, attracts more customers. Organising an event require proper planning for deciding logistics of the event, booking exhibitions booths and also meeting other facilities. Marketing function also deals with providing event material showing or revealing the best qualities of productand company in form of displays, presentation and handouts. It is also the
responsibility of marketing function to ensure a good amount of attendance of customers or other people to increase the approach or reach of the product. As if more individuals attend the events or seminars, then more people will get information about the new innovation and product,which will ultimately increases the scope of product and helps in increasing the market share of the company, ensuring future growth of organisation. M1:Role and responsibilities of marketing in context of marketing environment Marketing is very important for all organisation to reach its target audience. It plays a vital role in identifying new trends of dynamic environment. In today's era it become necessary for all companies to conduct timely market research to understand and analyse the current needs and change in the taste and preference of consumer. Proper understanding of environmental changes help in developing a product or service which fulfils the need and demand of customer and thus helps in increasing the sales (Purvis, 2015). Proper and timely marketing research brings out a balance between organisational objective and prevailing opportunities in the market as early detection of wants of customer provide adequate time to company for making a plan to grab the opportunityfirst i.e. before its competitors. Cadbury is also making use of effective marketing strategies to increase its market share and to meet this objective of increasing sales, they are also planning to launch a new product. Cadbury also aim at increasing its sales and profitability, therefore they are doing timely research and using aggressive advertising policy for promotion of its product and for creating a brand image. P2: Role and responsibilities of marketing in relation with wider organisational context To survive in a global and unsteady market or environment, it becomes necessary for all organisation (irrespective of its size or sector) to adopt an aggressive marketing to commercialize their products or services to remain profit oriented and to ensure its growth. Marketing is not only related with sales and advertising, there are many more functions performed by marketing and it is also interlinked with other functions of an organisation. Marketing involves all those action required to draw attention of a potential customer and inspire them for buying the product. It also help in maintaining the good relationship with customers to maintain the good amount of sales volume which might be reduced if existing customer of company started using other product. Thus, it is essential for marketing team to maintain current customer and to reach and attract new customers for product or services. This can not be achieved by marketing alone. This
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requireaproperrelationandconnectionbetweendifferentfunctionsperformedinan organisation. Cadbury is a popular brand in world ofquality chocolates. To maintain its position and ensure future growth, marketing team of cad bury has to perform a lot tasks which comprises of identifying potential consumers, checking the quality of products as it is up to the expectation of customers or not, selecting the most appropriate market for that product and all other activities needed to develop the product successfully in the target market. Cadbury has to focus on providing more quality product which is needed to be superior and better than other existing competitors. For better sales andcustomer satisfaction marketing alone is not sufficient (Rowley, 2016). The product should be of good quality, have an attractive packing and also meet the desire or expectation of customer. Therefore success of an product depends on the level of corroboration between different functions of an organisation. To remain at good position and to increase its sales and quality of product, Cadbury also give importance and try to set a proper interconnection between marketing and other functions . Role and responsibility of marketing in setting a link and co-ordination between different functions of an organisation are as follows: Relation of marketing with other departments and functions Marketing and operation To remain ahead of its competitors Cadbury has to focus on the quality of product which should be better than its competitors and should fulfil the desire of its customer. The quality of productistotallydependsontheoperationdepartment.Thisdepartmentdealswiththe manufacturing process (including packaging), and distribution process, which have a great effect inmindsofcustomer.ForCadbury,marketingdepartmentconductstimelyresearchto understand the taste and preference and collect all relevant information regarding the quality of product. It is the responsibility of marketing team to clearly provide all collected information to operation department regarding expectation of customer. It is duty of operation department to provide a product completely meeting with the taste and liking of the consumer. While manufacturing a product Cadbury also focus on the health of consumer. An effective marketing for a perfect quality product, definitely yield a positive result for Cadbury and helps in increasing in sales and profitability. Marketing and HR
Humanresourcedepartmentisbasicallyrelatedwithrecruitmentandtrainingof employees. Their aim is to maintain the quality of employees working in the organisation. This is done through proper training, motivation and by providing opportunity for complete professional development for an individual. To achieve its objective more effectively and efficiently,Cadbury require a well qualified professional team of marketing that can be done through HR department. HR department provide a capable, fully skilled and qualified marketing team for timely achievement of goal. It also provide relevant training and knowledge for better performance and create a positive and motivated atmosphere inside the organisation which help in increasing the overall performance of the employees (Stern and Porr, 2017).For Cadbury, role of marketing for HR department is that, it attracts the individuals for applying for the job vacancies in the organisation. It is the responsibility of marketing department to understand the job description provided by HR and to draft a proper advertisement and to use any other mode to reach the qualified people and provide a pool of suitable individuals from which HR department can select the most perfect individual for the job. Marketing and R & D Research and development department deals with innovation and new ideas for providing better product meeting the required standard of customers. Marketing department provides a base for R & D department by informing about the current standard and demand of the consumer. R&D conduct proper research and experiments for developing a product whichis suitable for health of consumer and at the same time provide maximum satisfaction (Eng, 2017). Marketing department of Cadbury has concluded from market research that peoples are getting more conscious for their health and wants to avoid intake of sugar. To meet this desire of customers and to attract more consumer, R&D department of Cadbury is developing a new product which is sugar free. In Cadbury, marketing department aims at understanding the needs of customer and R&D focuses on new innovation for fulfilling that need in most effective way. Marketing and finance Preparation of budget for each department is the duty of finance department. It basically deals with the source of income and expenditure. Cadbury is a big enterprise, so its requirement of finance for marketing is high. To handle competition prevailing in the target market, Cadbury needs to spend more on its promotional activities, like for aggressive advertisement and for other effective mode of marketing. Thus it is necessary that finance department should understand the
need of marketing department and should provide adequate amount of finance to achieve the organisation goal. M2: Significance of interrelationships between marketing and other functional units of an organisation. The main significance of interrelation of marketing with other departments is that it helps in easy achievement of organisational goals. Proper coordination of all departments of Cadbury has helped in achievement of its high position in the market (Campbell, Martin and Fabos, 2018). It is necessary to have a collaboration between departments to easily understand, analyse and implement the needs and wants of the customer. Proper link between departments helps in reducing confusion and conflicts and therefore, ensures timely completion of work and also helps in maintaining the quality of product. All these things ultimately results in achievement of objectivetrough increasing sales volume and profitability of organisation and ensures the success and growth of organisation in long run. D1: Key elements of marketing function and its interrelation with other functions According toBrown (2016),it has been evaluated that marketing functions have played a vital role in success of any business. It is very help full for attracting new customer and also help in maintaining healthy relationship with exiting as well with potential customer. The main functions of marketing department of Cadbury includes, forming marketing strategies, research, promotion and all other activities undertaken for increasing products sales and creating a brand image for company. Cadbury also effectively adopted interrelation of different function which reduces the chance of uncertainty and doubt between different departments and ensures on time completion of work without any delays and also ensures better quality of product. TASK 2 P3. Comparison of the ways in which different organisations apply the marketing mix to the marketing planning. It is a tool used by an organisation for developing strategy and influencing customers to purchase its products. It consists of combination of factors which can be controlled by a company. Marketing Mix consists of 7P s of marketing which are Product, price, place, promotion. People, physical evidence and process. Here, marketing mix of Cadbury and Mars
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will be discussed. Cadbury is a British based multinational company of chocolates. On the other hand, Mars is an American based global company which deals with food products. Both these companies use different tools and techniques which are described below- Marketing MixCadburyMars ProductItofferswiderangeof productslikedairymilk, Cadbury eclairs, five star, perk andbournville.Ithadnot limiteditsproductionin chocolates only but it had also expandedinbiscuitsand beverages. It offers premium Oreobiscuitswhichisa favouritebrandamong customers.Notonlythis, Cadburyalsoprovide bournvitawhichisagain leaderinmilkadditives. AlthoughCadburybrandis lovedalloverbutitcan expand its branches in other segments also. It has wider range of products as compared to Cadbury. It has sixsegmentsofproducts which are chocolates, petcare, wrigly,Food,Drinks,and Symbioscience(Brysonand Daniels,2015).Thereare varietyofproductsineach brand. In chocolate segment it offers snickers, galaxy, dove, twix , milkway, candy, etc. It alsoprovidesworldclass healthyproductsinpetcare segment like pedigree, banfield pet, whiskas, nutro,etc. Other products of different segments offeredarejuicyfruit, lifesaver,doublemint,raris, royko, falvia and so on. PriceThe price of Cadbury products is usually high because of its goodquality.Productslike oreo biscuits and beverages are ofhighpricebecausethey promisepremiumqualityto customers. But it is not same Thiscompanyfollowsmid premiumpricingstrategy for its products. It targets all kind ofcustomers.Theproducts offered by this organisation are of medium price , which is nor too high neither too low. This
in all cases as products like five star , perk and eclairs are available at low price. In all these, Dairy milk is a winner as it is available in different pricesandcoversall customers. strategyhelpscustomersin buying these products without spendingalotofmoney.It alsohelpsthiscompanyin maintaininghealthy competition in market. PlaceAtpresent,Cadburyis expanded in more than200 countries. This brand is widely known for its premium quality chocolates. The distribution of this company is widespread. It covers all urban areas but rural areasarenotcovered.The reason is because demand in these areas is low (Baker and Magnini,2016).Cadbury products are easily available in allretailshopsandstores. Customers can easily get these chocolatesbecauseofits availability. This company had distributed itssegmentsindifferent countries which helps to target potentialcustomersonthe basisofdemographicand geographic.Itsdistribution channel is wide and it is easily availableinretailshopsof differentcountries.This company has also tied up wit retail houses such as walmart inUSA,hypermarketand bigbazar in India , Tesco and lidl in Europe, etc. PromotionCadburyhasanamazing promotional strategy for their products.Theyuse advertisementmodefor promoting their products. They positiontheirproducts differently.Forexample, Mars uses various slogans and tag lines for promoting their products in order to build the imageofitsproducts.This company uses tagline “A Mars a day helps you work, restand play.” This tag line helps in
bournvitafocusesonhealth positioning.Therecent advertisementofCadbury shows that it buys best Cocoa beansformanufacturing chocolates. This advertisement clearedthedoubtsofmany customerswhichresultsin increasethedemandsof consumers. building an image of it as an healthyproductwhichgives you instant energy. It helps in positioningtheproducts.It usesbothonlineandoffline campaignsliketelevision, advertisement,media, newspapers,websitesand social media platforms. ProcessCadbury keeps records of all processesandmethodsin order to increase efficiency of work. It makes sure that the process should be informed to customers.Itisconstantly workingonimprovingthe qualityofitsproducts. Cadburyisalsoworkingon offering more flavours to its chocolates.Thelatestmost popularchocolateisSilk Bubble . The reason behind its popularityisbeautiful packaginganduniqueness. The latest flavour of chocolate theyhavelaunchedisOreo dairy milk. Marsperformstheprocess efficientlyandeffectively.It involves delivering the value of its products. It includes both directandindirectactivities. Mars keeps on working on its range of products and tries to innovatenewavarietyof products (Babin and Zikmund, 2015).Ithasrecruited scientistsfromdifferent countries in order to work on the quality of its products. This will help in increasing quality of various productswhich in returnhelpsinincreasing demand of customers. PeopleSuccessofanycompany dependuponitspeopleand This is the most important part in marketing mix of Mars. The
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theirquality.Cadbury understandstheneedofits workersandprovidethem proper motivation (Baker and Saren,2016).Bothfinancial andnonfinancialincentives are adopted by this company. People plays an important role inestablishingthebrand. They are involved directly in recognitionofproductin market.Cadburytargets youngstersandchildrenand notelders.Kidsandyoung peopleareattractedtowards chocolates, biscuits , etc. and they form a large market share. This is the reason for targeting them in order to have large share in market. attitude, appearance and skills of staff of Mars are first class. Thishelpsinmakingthe process of marketing easy and efficient.Forthis,Mars encourages its employees to do betterwork.Italsooffers diversityinworkplacefor employees.Marsprovides properworkingfacilitiesto them which motivates them to workmoreefficientlynad effectively. This in return will make company more profitable and successful. Physical EvidenceCadbury keeps up all records ofexperienceswhichwill require physical evidences. It helps in positioning of brand andtargetingpotential customers (Muller, 2019). The attractivepackagingof Cadbury plays an vital role in attractinglargenumberof consumers.Itismakingits presence in market by doing Mars provide proper packaging to its products which aids in attracting target customers. For promoting a product, its very important to give that product aproperphysicalevidence (OkumusandCetin,2018). Big hoardings at public place in order to make it visible to potential customers. This will help the company to position
properadvertisementsofits products. itsproductinthemindsof consumers. The hoardings are made attractive in order to grab attention of buyers. M3: Tactics applied by Cadbury to demonstrate ways by which business objectives are achieved There are various ways in which this organisation can achieve its overall goals. The most effective method to complete target of a company is to use 7P s of marketing in order to develop marketing strategy. Cadbury offers wide range of products targeted to various customers at different prices. These products are easily available in retail stores, shops ,in most of the countries. Its promotional and positioning strategy is very effective which makes this brand popular. The employees of this enterprise work hard for innovating its products to attract more customers. All these tactics are used together in order to achieve overall objectives of firm. P4, M4 :MARKET PLAN It is a report which outlines company's marketing strategy for upcoming time. It provides a base for future marketing activities in order to achieve overall objectives of a business. Basically, market plan identifiestarget market, target customers, how to position product, promotional strategy and so on. It also helps in furnishing an estimation about consumers and competitors. For achieving these purposes , company uses various marketing models such as segmentation, targeting, positioning, swot analysis, marketing mix and so on. An organisation needs to fulfil these objectives in order to generate an effective marketing plan. STP Model- This model helps in making marketing activities more effective and efficient. It provides a base in order to segment market, target right customers and position given product and services at right place (Perry and Pyatt, 2015). It forms a link between marketing conditions and how a company chooses to compete in that market. It helps marketers to develop a proper marketing strategy in order to achieves goals of an organisation. This model is used by Cadbury for segmenting market, targeting its audience andpositioning its product in market. This is elaborated as follows- Segmentation-It is the process of splitting market into different groups and targeting products on that basis. In Cadbury, Segmentation is done in two forms which are:
Demographic- In this, segmentation is done on income basis that is premium products(dairy milk silk,dairymilkglow,Oreobiscuits)whichtargethighincomecustomersandbasic products(dairy milk chocolate, dairy milk shots, etc.) that target middle income and low income groups (Holloway and Brown, 2016). Behavioural- In this, marketers reads the behaviour of its targeted audience. Cadbury made segmentation on thisbasis like eating desert after dinner, or on different occasions desert is a must. Targeting-This is a chocolate brand so it targets children and youths basically. Its well known products like dairy milk, Oreo biscuits and bournvita is loved among kids and youngsters. But there are many health conscious customers who don't prefer eating chocolates as it includes high amount of sugar. This is the reason this company is introducing sugar free chocolates so that it can target more customers. Positioning-This is not what company do to its product but what it do to the minds of a prospectus. It refers to forming an image ofa brand.Cadbury had perfectly positioned its products among kids and youngsters by creating a good image of this company. It offers taste with quality which attracted thousands of audience (Lane, 2016). Swot Analysis- This is a framework which helps to evaluate competitive advantage of a company and to formulate various strategies in order to achieve objectives of an organisation. It includes strengths, weaknesses, opportunities and threats of a company. Cadbury uses Swot analysis for identifyingthesefactorstodevelopitsmarketingstrategyandplanaccordingly.This organisation uses it in following ways- StrengthsWeaknesses The strengths of Cadbury can be seen as it is the largest global confectionery supplier and has large share of market. It has a good brand name which helps in increasing its sales and leads to positive perception of brand among customers.Ithasstrongdistributionand marketing channel and have vast variety of products. It adapts according to the change in Although it isa favourite brand of chocolates, it has not extended its business in rural areas. It canintroduceitsproductinthatareato increasemarketshare.Cadburyproducts containshighamountofsugarwhichhas harmful impact on customers. To avoid this, it is planning to produce sugar free chocolates. Most of the products of this brand is highly
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demand and needs of customers. The most popular product of Cadburyis dairy milk whichishighlyconsumed.Itresultsin increased sales of this brand. Moreover, it has effectiveR&Ddepartmentwhichkeeps innovating its products (Mueller and et. al., 2015). priced and targetting high income consumers. Because of this price conscious customers are not able to purchase these products. OpportunitiesThreats Therearemanypeoplewhoavoideating chocolates because it contains high amount of sugar which can have bad impact upon their health. Sugar patients and elders also avoid sweet. Cadbury is targetting health conscious customers by producing sugar free chocolates and candies. It has an opportunity to target morecustomers.Recently,itssaleshave increased up to 30% which clearly shows that this brand is accepted globally. It can also expanditsbusinessinmorecountrieslike China and Russia. Besides having large market share and brand loyalty, this organisation faces threats from its competitors like nestle, mars, amul, etc. These brands keep on introducing new variants which is giving tough competition to Cadbury. Not only this, there are new brands of chocolates entering into market. Some people don't prefer eating chocolates instead they prefer desserts or sweets (Faßmann and Moss, 2016). D2: Strategic marketing plan that applies usage of 7P 's to achieve marketing objectives- According toRowley (2016),Company uses 7P's of marketing which includes product, price, place, promotion, people, physical evidence and people. Product-Cadbury has wide range of products like dairy milk chocolate, Oreo biscuits, Bournvita, eclairs, five star, perk bournville, etc. Price-Most of its products like dairy milk silk chocolate and oreo biscuits target high income consumers.Other products like perk, five star are targeted to low and middle income customers (Allen, 2016).
Place-Cadbury products are available at various stores and retail shops in more than 200 countries. Promotion-Itpromotesproductsthroughadvertisement,newspapers,magazines, hoardings, etc. People-The workers of this company are efficient and hard working which increases productivity of this organisation. Process-It is working on improving quality of its products with innovative ideas. Physical Evidence-Packaging of its products is so amazing that customers are attracted towards it. All these factors work together in order to achieve overall objectives of Cadbury. CONCLUSION From this report, it has been concludedthat Marketing plays an vital role in achieving overall objectives of an enterprise. Functions of marketing have various role and responsibilities inanorganisationlikemarketresearch,productdevelopment,planning,communication, distribution, promotion and selling. It is also concluded that Cadbury can use marketing mix for attaining goals of a company. With proper promotional and distribution strategy, cadbury is increasing its sales. It had a wide range of products which is targeted to children and youngsters. Recently, this organisation is introducing sugar-free chocolates and candies which are targetting health conscious customers.