Marketing Essentials for Cadbury

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1 : Concept of marketing, including current and future trends...................................................3
2: Marketing process...................................................................................................................4
3: Role and responsibilities of a marketing manager in Cadbury..............................................4
4: Marketing influences and interrelates with other functional departments..............................5
5: Value and importance of the marketing role...........................................................................5
6. Significance of having effective interrelationships between different departments...............6
7: Comparison of two companies in the same sector applies marketing mix to achieve
business objectives......................................................................................................................6
8: Produce and evaluate a basic marketing plan.........................................................................9
Segmentation.............................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays an essentials part in the success of the organisation. The entire work of
marketing is to satisfy the unfulfilled needs of the customer and try to improvise the product so
to acquire more market. In this report Cadbury is taken into consideration. Cadbury is a British
multinational company which deals in confectionery and headquarters in London, England.
Cadbury is fully owned by Mondelez International since 2010. Concept of marketing and the
trends includes future and current will be discussed in this report. Roles and responsibilities of a
marketing manager and how they use different types of techniques to rule the market will be
explained. Moreover relationship between marketing and other departments and how it helps the
company to increase the performance will be scrutinized. In the last marketing plan of Cadbury
will be made and how it helps the company to gain the sustainable business performance.
MAIN BODY
1 : Concept of marketing, including current and future trends
Marketing is a process in which company produce the product that can satisfy the
consumer unmet needs in exchange of monetary value. In the old days, company use to produce
the product according to their own resources and capabilities and consumer does not have any
choice in the product line. But nowadays, due to extensive competition company has changed
their production concept to product concept in which product is made according to the need of
the customer. Different types of marketing concept is described below,
Production concept: In this concept, Company prefers to produce the product in high
quantity as it increases the company profit due to low production cost. The main reason behind is
that consumer prefers to buy the product which is easily available in the market and with low
price. Cadbury should produce Dairy milk in bulk as it is one of the top selling chocolates in the
world. So that profit would be increase (Pike, 2015).
Product concept: This concept states that consumer will only buy the product which will
satisfy their unfulfilled needs and provide the worth of the monetary value. Cadbury should
make their product according to the consumer needs with the help of market research. It will help
the Cadbury to gain more customer base and market.
Selling concept: This concept spells out that product will only be sold if the company
has heavily invested on marketing like promotions, advertising. Cadbury should spend more

budget on marketing so that customers will be aware of the product of the company (Babin and
Zikmund, 2015).
Marketing concept: Marketing concept says that if the brand image of the company is
high as compare to other competitors and provides better values and service to their customer it
will automatically sells the product. Cadbury should make their brand equity high with the help
of CSR activities, society welfare, promotion etc.
Societal marketing concept: Company should give back to society whatever they have
taken from past many years as environment is important to preserve. Cadbury should make their
product eco friendly so that they can contribute their bit in CSR activities thus improving their
goodwill in the mind of customers and stakeholders (Scarborough, 2016).
2: Marketing process
Company use the marketing process to scan the environment so that weakness could be
find out. This helps the company to make their strategy according to the factors which can
influence the performance of it. Marketing process includes, situation analysis in which Cadbury
can use porter five forces model or Pestle analysis to scan the external environment. After this,
Marketing strategy is made by the Cadbury with the help of STP. Consequently marketing mix
decision is taken by the company which includes, promotion activities, advertising, prices etc. At
last implementation and monitoring of the strategy made by the Cadbury and how it can improve
over time so to gain the competitive advantage (Więcek-Janka, 2015)
3: Role and responsibilities of a marketing manager in Cadbury
Marketing manager role is to manage the brand and product of the company so that
maximum utilization of resources would be attain. Roles and responsibilities of the manager is
described below,
Market strategies: Manager role is to manage all the strategies implement for the
product and how the product can achieved their goals by spending less money. Cadbury manager
should make a perfect blend of strategies like pricing, distribution, advertising, promotion so
that maximum utilization of fund would achieve (Malhotra, 2015).
Market research: Cadbury manager should monitor and analyse the unmet needs and
grievances of the customer. It would help the manager to improve their products according to the
need of the market.