Marketing Strategies for Academic Libraries

This assignment provides an overview of marketing strategies relevant to academic libraries in the 21st century. It includes a list of references from various sources, such as books, articles, and research papers. The references cover topics like integrated marketing communications, social media marketing management, digital marketing, and more. The assignment is likely intended for students in library science or related fields.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
P1 Key roles and responsibilities of marketing function ...........................................................3
P2 Analysing the way roles and responsibilities of marketing relates to wider organizational
context .......................................................................................................................................6
M1 Roles and responsibilities of marketing in marketing environment.....................................7
M2 Analysing the importance of interrelationship between marketing and other functional
units of an Enterprise. ................................................................................................................8
D1 Critically analysing the key elements of marketing functions and the way it interrelates
with other departments ...............................................................................................................8
LO 2.................................................................................................................................................9
P 3. Comparing the ways in which different organization applies the marketing planning
procedure for achieving objectives ............................................................................................9
M3. Evaluating the tactics applied by company in order to demonstrate the way business
objectives can be achieved .......................................................................................................12
LO 3 ..............................................................................................................................................13
P4. Producing as well as developing basic marketing plan for Cad bury ................................13
M4. Detailed and coherent marketing plan For Cadbury .........................................................16
D2 Designing strategic marketing plan which can be tactically applied the use of 7 P's .......17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is important business activity which assist an enterprise in accomplishing
desired business objectives. It is the business activity which is mainly cornered with promoting
of goods or services. Marketing is considered to be as crucial business activity as it enables
organization to maintain long lasting relationship with customers. It is essential as marketing
helps an organization in selling products as well as services. Marketing can be defined as action
of promoting as well as selling products or services. This business activity assists an enterprise
increasing sales as well as profitability (De Mooij, 2018 ). The main purpose of marketing is to
promote the products and help firm in generating brand awareness. Basic marketing concept is
based on belief that an organization must asses the need of their target customer group. It is very
much important for marketing manager to develop the understanding about marketing concept,
as it will help them in making the best promotional decisions. Marketing makes significant
contribution in achievement of business goals. The success and growth of an organization is
completely based on the marketing performance. Things which an effective marketing includes
advertisement, promotions, sales and public relations. Marketing enables company to inform
people about the services or products offered by them. It provides firm an ease in attracting
customers and influencing them to buy products and services.
The report will have focus on identifying the key roles as well as responsibilities of
marketing function in context of CADBURY. It is a British multinational company which sell
chocolates. An enterprise is among the second largest confectionery brand in the world.
ACTIVITY 1
P1 Key roles and responsibilities of marketing function
Marketing is the process and technique which Cadbury uses implement in order to
satisfy customers by fulfilling their all the needs and demands. Marketing department play an
important role in any organisation as they are highly responsible for increasing sales and
attracting customers towards purchasing of products of the company (Parsons and Lepkowska-
White, 2018 ). There are many functions which marketing department of Cadbury have to play
for accomplishing organisational goals that involve:
Identification consumer needs: It is the very first and important function that marketing
department play is to identify the demands and needs of customers. By knowing the needs of
customers marketing department gather and collect all the necessary information and then

analyse these informations. After analysing information and needs of customers it can base its
products design accordingly.
Planning: The next step after identification of consumers needs, It makes marketing
plan. For making planning it is important to know and be clear about company's objectives and
find out that what goals Cadbury company wants to achieve. After that it have to figure out
timeline on order to achieve these objectives and eventually it makes marketing strategy of
company accordingly.
Product development: After research and making strategy, it develops the products of
the company which can suits the needs of the customers (Titus, 2018). In product development
function it makes design of the product which is important factor that help in attracting more
people. Cadbury company focus on designing of its products as it makes it more attractive and
try to produce many products.
Standardisation and grading: Standardisation refers uniformity in products. Grading is
the process and method of classification of several products according to similar quality and
characteristics. Cadbury makes many products like bournville, dairy milk, caramel, crunchy so it
requires classifying all the products according to their characteristics and ingredients. Grading
make customers and ensures them companies are providing them the highest quality products.
Packaging and labelling: The main aim of packaging is to eliminate the risk of damage,
breakage of products during storage and transportation. Most of the time customer demands of
products in different quantities so it is important to special packaging in effective manner and
safe manner (Aslam, 2018). Labelling provide all the information to customers that is found on
the products. It tell consumer about manufacturing date, ingredients, expiry date, price, batch no
etc.
Branding: Every organisation and producers want to make a different and special
identity of its products in the market. In order to make differ products from another competitors
Cadbury has branding. Giving distinct name to products is called branding. The main aim and
importance of branding of products is it creates loyal employees as well as loyal customers. Itb
generates increased market share and revenues and help in expanding organisation's estimated
worth.

Identify new business opportunities: It is important for marketing manager is to
identify opportunities of new business. For that manager have to find demands and current
market trends for future improvement and customer satisfaction.
Pricing: Pricing of products is essential function of marketing. There are many factors
that affect the price of a product that involves cost, price of competing products, policy of
government and rate of profits (Powell and Osborne, 2020). The price of a product should be
affordable and in a manner by that company can earn enough profit.
Customer support service: Customers are the king of market so it is very important for
marketer to provide and offer every possible and the best help to the customers. Cadbury and
Coca-cola companies provide many services like: handling customers' complaints, credit
facilities, after sales services and maintenance services. These services help customers in
providing satisfaction which is the top most priority for the company. It leads customers'
attachment with products of company and increase sales.
Promotion: It is the most essential function of marketing department is to promote
company' s products in order to maximize sales and profits (Chaffey and Ellis-Chadwick, 2019 ).
There are some methods which Cadbury company's marketing department follow such as:
advertising, sales promotion, personal selling and publicity. Company needs to decide the best
promotion mix which may involve some of these methods.
Distribution: Distribution is method and process of providing goods and services to
customers at effective manner. There are several distribution channels that depends on a variety
of factors which involve market concentration, capital requirements of company etc. For
distributing its products marketing department adopt new technologies like mobile App, online
distribution which include home delivery facility. The main aim of adopting this method is it
helps in satisfying customers as it consume their time.
Transportation: It is an important function of marketing. For this function company
need to analyse geographical boundaries of its market (Kumar, 2018). It helps them in choosing
the correct mode and way of transportation. In the global economy there is no boundary and
barrier to international trade.
Storage and warehousing: It is very important for companies to store their products at a
safe place. For storage they generally use warehouse and godowns. For keeping product until

sales is called storage of products. The main aim of this function is to reduce the risk of
damaging entire stock.
P2 Analysing the way roles and responsibilities of marketing relates to wider organizational
context
Marketing can be defined as the different activities performed by organization such as
buying as well as selling goods or services. It also involves advertisement, selling and delivery
of goods. In context of Cad bury, marketing activity of an organization is mainly had focus on
customers (Hunt, 2018). Marketing function is the mots important component of business
management of Cad bury. It is the function which play crucial role in driving an organization
towards success. Marketing in cad bury firm also has made significant contribution in public
relation. In context of Cadbury, role as well as responsibility of marketing are :
Setting of strategy: Responsibility of marketing I to gather the information about target
customer group. Role of marketing is to assist an organization in development of an effective
strategy for promoting goods as well as services. It is the duty of marketing align promotional
strategy with that of an organization plan. The important role of marketing function is to help an
enterprise in increasing marketing share. Role of marketing function in Cadbury is to
strategically review advertisement.
Market research : It is considered to be as important responsibility of marketing function. Role
of marketing function is to assist company in exploring as well as capturing various business
opportunities (Camilleri, 2018 ). It is the responsibility of marketing to gather the information
about the customer needs and demands by conducting research and provide the same to an
enterprise. Role of marketing in Cadbury is to accumulate all the information related to the
competitors and market and to provide same to an organization. In context of cadbury, Role and
Responsibility of marketing function is assist an enterprise in determining appropriate tactics to
minimize the negative effect of competition on business. Role of marketing is to assist an
enterprise in developing an effective promotional plan for attracting customers.
Product development : Role as well as responsibility of marketing function is to provide
operational team an accurate as well as complete information about the customer taste and
preference. It is the duty of marketing team in Cadbury to support employees engage in
operational team in identifying the characteristics or features which are required to be added in

the existing product and to help them min developing the understanding about need for product
development.
Communication and promotions : Role of marketing function is Cadbury is to conduct the
marketing campaign at regular interval of time and help business entity in promoting goods or
services. It is the responsibility of marketing function to inform people about launch of new
product in market (Mullin, 2018). Role of marketing function is to influence people to buy
products or services. It is the duty of marketing to help an organization in generating brand
awareness.
Public relation : in context of cad bury, marketing has played significant role supporting an
organization in developing strong relationship with target customer group which is very much
essential for an organization in context of increase in sales as well as profitability. It is the duty
of marketing function in context of Cadbury to help an organization in retaining the profitable
customers by facilitating continuous communication with them.
Customer service : It is considered to be as important role of marketing function.
Responsibility of marketing is to ensure that all the gods and services are delivered timely to
clients. Role of marketing is to distribute goods or services to customers (Chernev, 2018).
M1 Roles and responsibilities of marketing in marketing environment
Marketing plays a significant role in marketing environment like it promoting of goods of
the company and make the marketing strategy for organisation in order to accomplish objectives
of organisation. There are some factors that affect marketing environment and its activity that
include economic environment, technological environment, social environment and political
environment (Feng, Morgan and Rego, 2015).
The market environment directly impact on functions and activities of organisation. Market
environment includes micro environment, macro environment and internal environment. There
are some roles of marketing such as:
Develop marketing strategy: The main responsibility and duty of marketing is to make
and develop marketing strategy which include all the major functions related marketing in order
to promote goods and products of the company. The main role of manager in developing
marketing strategy is to identify the needs of customers and target market for satisfy them.
Co-ordinating marketing with sales: The another main responsibility of marketing is to
co-ordinate of marketing campaign with sales department ans sales activity. All the information

which marketing campaign collect it requires for the sales department in increasing sales of the
company. It is important to provide goods of the company to target market according to
information and demands which marketing department collects.
M2 Analysing the importance of interrelationship between marketing and other functional units
of an Enterprise.
There is a very close link relationship and link between marketing functions with another
functions of organisation. It need to work with finance, human resource, research and
development department etc.
Marketing department requires working with finance in order to ensure that there is
enough budget for doing all the major functions of marketing like promotion, research and
distribution. Marketing department concentrate on increasing sales of the company and finance
department more focus on cash flow and paying back investment as soon as possible (Turban,
Outland and Turban, 2018).
It also needs to work closely with Human resource department in order to ensure that all
the staff and skills level are in place to meet target related production and to develop new ideas
related products and to create competent sales team.
Marketing department requires working with production department for analysing and
knowing the volume and orders which is made and generated by marketing in order to provide
goods on time to customers. Marketers require getting products into market, whereas production
department wants to develop products in order to meet safety and healthy requirements
(Karjaluoto, Mustonen and Ulkuniemi, 2015).
Importance of this interrelation is it helps manager in maximizing profits as all units
interact and interrelated with each other. It improves communication between all the departments
Which help in decreasing labour turnover and reduce the chances of conflicts at workplace.
D1 Critically analysing the key elements of marketing functions and the way it interrelates with
other departments
There are some important components and key elements of marketing functions that
helps in increasing sales and have interrelation with other functional units of organisation such
as:

Segmentation of customers according to characteristics, age and their demands. Market
department have to find out these needs through market research and then need to address all the
needs is one of the main key element of marketing functions.
The main aim of marketing functions is to sell the market segments in order to make
profit for the company. Cadbury company offers their products to meet the needs of target
market. Marketing department makes the strategy which matches their strengths with needs of
the customers which it wants to target.
It also impacts on other organisational functions as it interrelated with them. Production
department is responsible for the quality control and manufacturing of the products. Marketing
department require promoting of that manufactured products so it directly impacts on production
department and important for maximizing sales and revenue (Andrews and Shimp, 2017).
The another importance of interrelationship of marketing with it helps in promoting
company's products by creating promotional strategies that create positive image for the
company. It also helps another functions of organisation by providing all the essential
information to them in order to increase sales and attract customers towards company.
LO 2
P 3. Comparing the ways in which different organization applies the marketing planning
procedure for achieving objectives
Marketing mix is defined as a combination of different components which is controlled
by firm in order top positively influence people to buy products or services. It can also be
considered to be as set of actions which an enterprise implements for promoting its goods,
services and brand in the market (Chang, Wang and Arnett, 2018). An effective application of
marketing mix in promotional plan assist company in getting high as well as positive response
from customers. Marketing mix is considered to be as an important part or element in
promotional plan which assist firm in achieving desired objectives. Comparison between
marketing Mix of cad bury and Nestle.
Marketing Mix Cadbury Nestle
Product : An organization offers wide
range of goods. In addition to
this, Cadbury has strong depth
Nestle offers wide variety of
products. Few items offered by
an organization are dairy

and width of the product mix.
Business entity produces
products as well as services
according to the needs as well
as demand of customers.
The products which are offered
by an organization are candies,
chocolates, beverages and
biscuits etc.
Some products offered by an
organization has achieved
leadership position in market.
Business entity concentrate on
delivering quality product to
customers.
products, chocolate as well as
confectionery items, chilled as
well as frozen and ready to
cook food etc. Multiple
offering of products has
assisted an enterprise in
increasing sales and
profitability.
Nestle has focus on selling
multiple products rather then
quality of good (Erragcha,
2018).
There are two to three product
categories which as helped an
enterprise in achieving
leadership position in the
market.
Price: Cadbury has adopted the
economy pricing strategy. An
enterprise sets price according
to the size and value gained by
customer by consuming
specific good (De Mooij,
2018 ). In addition to this, an
enterprise implements
discounting pricing strategy
during the time of festive
session in order to attract more
number of customers.
Competitive pricing strategy
has been adopted by nestle. In
addition to this, there are few
goods such as coffee and toned
milk which an organization
sell at higher price to
customers. Skimming pricing
strategy are adopted by firm
for those customers those who
are health conscious.
Place: The products offered by Nestle has extensive chain of

Cadbury are easily available in
the worldwide market. An
organization has robust
distribution channel which
provides firm an ease in
distributing goods as well as
services to customers.
dealers as well as retailers
with the help of whom an
enterprise sell its products or
services to wide number of
customers (Parsons and
Lepkowska-White, 2018).
In addition to this, Nestle has
form partnership with few
online companies in order to
reach wide number of
consumers.
Promotion : Cad bury utilities the digital
channels for promoting goods
or services. In addition to this,
business entity also conduct
market campaign at regular
interval of time for promoting
products and generating brand
awareness.
An organization has strong
portfolio of brand which has
enable company to distinguish
itself from competitor. Nestle
heavily relies on BTL
promotion. In addition to this,
an enterprise utilities
vernacular communication for
promoting the brand. The
vernacular communication
strategy has been utilized by
an organization in order to
engage with customer in better
manner.
People: An origination have adopted
the customer centric approach.
Cadbury have focus on
fulfilling the needs as well as
demands of customers (Titus,
Purpose of Nestle is to
provide high return to its
shareholder. It also intends to
provide high level of
satisfaction to workers. An

2018). organization is making huge
investment in training as well
as development of its human
resource.
Process Cadbury emphasizes on
improving its marketing
activities.
Nestle have focus on marking
online presence in order to
increase sales and profitability.
Physical evidence : Products offered by cad bury
has attractive packaging which
provides firm an ease in
influencing people to buy
specific good.
An organization has an
effective logistic as well as
supply chain management
which helps them in making
timely delivery of products or
services.
M3. Evaluating the tactics applied by company in order to demonstrate the way business
objectives can be achieved
The marketing objective of Cadbury is to increase sales and earn higher profit. Cadbury
in order to accomplish desired marketing objectives. The two important strategies which has
assisted an organization in accomplishing desired marketing objectives are differentiation and
product development. In addition to this, Business entity has launched new logo and has made
more attractive packaging of its products which has helped an enterprise in achieving its
marketing objectives (Aslam, 2018). An organization has organized marketing campaign in
order to target kids. The advertisement content used by cadbury emphasizes on the relationship
between parents and children. Firm in order to increase sales and market share has planned to
target adults. Cadbuiry also utilities the social media platform which has assisted business entity
in developing the strong relationship with customers. An enterprise has made investment of
approx, twenty five million on machinery for doing attractive packaging of products. In addition
to this, an organization has also utilities the customer engagement strategy for accomplishing
desired marketing objectives. Cadbury has also formed strategic partnership with Facebook and

has introduced the online gifting chocolate which has helped an organization in increasing sales
and profitability. Customizing branding strategy has been implemented by an organization
which has helped them in achieving desired marketing objectives. An organization offers
discounts to people during festive session. Now, business entity is concentrating on using the
new marketing channel for promoting brand. Cad bury sponsor various social welfare as well as
sports events which has enabled firm to gain brand recognition in the market.
On the other hand, Marketing objective of Nestle is to increase market share and gain
customer loyalty (Powell and Osborne, 2020). Nestle has adopted the ethical marketing strategy
for achieving its set goals. In addition to this, Nestle has included all the important elements of
marketing mix in its promotional plan which has assisted them in accomplishing desired target.
Nestle has form strategic partnership with other global companies which has provided firm an
ease in promoting products or services at international level. It has helped nestle in gaining the
competitive advantage. Nestle participates in social welfare program which has assisted an
enterprise in gaining the customer loyalty. An organization offers wide range as well as variety
of products in order to attract customers. Nestle is concentrating on single segment which as
assisted business entity in fulfilling the need of target audience which is essential in order to
achieve desired outcome. Nestle utilizes the geographic marketing segmentation strategy.
LO 3
P4. Producing as well as developing basic marketing plan for Cad bury
Executive summary : This section will include the detail about the tactics adopted by cad bury
for promoting new celebration pack which consists of unique combination of items. It will
include detailed information about the mission of firm, marketing program organized by firm for
Promoting budget. It will involve the marketing mix strategies, pestle analysis, segmentation,
targeting and positioning of organization. Also, it will cover that marketing programs and budget
for implementing the marketing plan to achieve marketing objectives of business. It will involve
monitoring and evaluation of overall marketing plan for accomplish objectives of firm.
Company overview : Cadbury is a British multinational organization located in London. An
organization sell chocolates and other confectionery items. An enterprise is among the second
largest confectionery brand worldwide. Company operates is more than 50 nations worldwide. It
is called for its Dairy Milk chocolates, the Creme Egg and Roses selection box and many other
confectionery products (Chaffey and Ellis-Chadwick, 2019 ). It is the one of the best-known

British brands in Daily Telegraph which named Cadbury between the most successful export in
Britain. There are various production sites like Bournville which employs almost 1000 people.
There are 3000 staffs working in Cadbury in the UK. Company provide various range of
products such as Cocoa Essence, Easter Egg, Dairy Milk, Bournville, Dairy Milk Silk, Bubbly,
Big Race Oreo etc.
Mission : The mission of cad bury is to provide premium quality of product at reasonable price
to customers. They build reputation upon quality and commitment to continuous improvement
ensure that fulfilling the promise by them (Kumar, 2018).
Vision : It is the vision of Cad bury is to be one of the most favourite brand among customers.
Another vision of peaceful equitable society and widen on the values of society justice for all.
Marketing objective: Cadbury wants to increase its sales and profitability. The marketing
objectives of company is to have offering in every category to broad the market and growing in
the market.
Pestle analysis:
Political factor : Unstable political situation can have negative effect on the marketing plan of
Cadbury. It is required by manager in Cadbury to determine the right time for promoting or
launching goods (Hunt, 2018). The imposition of taxes is another political factor which will
define management, investment and payment to shareholders. Government concern regarding
proposals for sugar tax and pressures which is highly influenced on manufacturer, so that they
can reduce amount of sugar.
Economic factor : Increase in costs of advertisement can have adverse effect on marketing
budget of an organization. Marketing manager in Cad bury is required top develop flexible
budget for marketing. It involves interest rate, exchange rate affect operations and manufacturing
of company. For example: if the labour costs is high in certain nation, so that it impact on
marketing of products and services of Cadbury.
Social factor: Changes in trends can have influence on the method of communication used by
firm. It involves consumers taste and preferences, demand etc. that influenced on sales of
products and services of Cadbury (Camilleri, 2018 ). Therefore, company needs to planning of
marketing of goods and services for increasing demand, satisfaction and expectation of
consumers in the marketplace.

Technological factor :It provides firm an opportunity to utilize the latest technique for
promoting brand. Company utilised technology that improving procedure of manufacturing
which help to marketing of products and services in the market. This help to know about
consumers demand, needs and wants about the products within social media marketing by the
company. This aid to increase sales and profits of business.
Environmental Factor: Consumer aware to protect the environment of nation, so that they are
demanding environment friendly products and services. Therefore, company adopt techniques
which are environment friendly and they also maintain brand image of their markets. This help to
increase sales and profits of business (Mullin, 2018). Company also take into account techniques
about recycling and waste management in the workplace.
Legal factors : Changes in laws has great effect on marketing plan of firm. It is required by cad
bury to consider all laws while developing marketing plan. As it will help firm in eliminating
legal as well as ethical issues. Company has to take into account different patents and laws which
exist in certain nation in relation to enter the market. Also, they have to express to
environmental, production and employment rules of nation when set up their manufacturing
plant.
STP:
Segmentation : Cadburty is presently utilizing the demographic segmentation strategy for
segmenting the market into small segments. But now an organization is planning to use
geographic segmentation strategy (Chernev, 2018). Company needs to identify the different
segment such as demographic, behavioural etc. They determine the demographic segment such
as young people and children in age group, income level etc. which they provide products and
services at the affordable prices to consumers in the market.
Targeting : Cad bury is presently targeting only children. In future business entity is planning to
target adults. Now they target demographic segment as age group and income level of consumer
in the market. But company mainly target children and youngsters in age group for selling the
goods and services in the marketplace. This help to increase sales and profits of business in the
marketplace. Also, they make effort to offer high quality products at the affordable prices to
consumers for targeting the large audience within market.
Positioning : Presently cad bury has positioned its goods in cities and towns. In the future
organization is planning to position its goods or services in niche market. Company used various

promotional activities such as social media marketing, press media, sign boards, giving discount
etc. for take position in the consumer minds (Turban, Outland and Turban, 2018).
Marketing program :
Marketing objective Tactics Time
To successfully launch new
celebration pack
Marketing campaign will be
conducted by company
2 weeks
To increase sales An organization will adopt
cost leadership marketing
strategy.
6 months
To increase customer base An organization will use social
media for promoting brand.
6 months.
Budget :
Development of website $20000
Marketing campaign $3 0000
Use of internet and social media platform $20000
Promotional brochures or advertisement using
online media like ad on Television
$5000
Monitoring and evaluation : A survey will be executed by an organization in order to gather
information about the customer view about the new product. Sales report will be analysed in
order to identify the outcome. Company also monitor and evaluate the costs of development
websites, marketing campaign, social media platform, advertisement on television for offering
the products and services to the consumers on the marketplace (Chang, Wang and Arnett, 2018).
This help to increase sales and profits of Cadbury as well as increasing the competitive
advantage. Effective monitoring and evaluation help to achieve the marketing objectives of
Cadbury.

M4. Detailed and coherent marketing plan For Cadbury
The main objectives of promotional as well as advertisement strategy of cad bury is to
educate the market, generate brand awareness, for encouraging seasonable purchases. Cadbury
makes emotional appeal in advertising. Attractive packaging strategy has been utilized by an
organization in order to communicate quality for positively influencing people to buy products or
services (Erragcha, 2018). Direct distribution is another strategy which has helped an enterprise
in building strong relationship with customers. Cad bury utilities the demographic market
segmentation strategy for diving the large market into small segments.
D2 Designing strategic marketing plan which can be tactically applied the use of 7 P's
The strategic marketing plan of Cadbury includes all the seven important elements of
marketing mix these are :
Product: Cad bury is planning to stick to its current product line. This plan will be implemented
by organization in order to increasing sales and profitability. Business entity has planned to do
innovative packaging in order to attract more number of customers. In addition to this, an
organization will have more emphasizes on quality, as this strategy will assist an organization in
positively influencing people to buy products (De Mooij, 2018 ). Cadbury is planning to launch
more range of celebration packs. Marketing manager in an enterprise is planning to innovate
celebration packs by including unique combination of unique item in the packs.
Price: Cadbury is planning to utilize premium pricing strategy. An enterprise is planning to
charge high price for quality products. In addition to this, business entity have focus on
providing high value proposition to customers for that an organization has planned to launch
value pack of chocolate to customers (Parsons and Lepkowska-White, 2018). In value pack of
chocolate customer will get additional units of chocolate. Medium quality of products will be
offered to customer ta reasonable price.
Place: Cadbury is planning to sell its products online to customers directly. As this strategy will
assist an organization in developing the strong relationship with customer. Business entity has
focus on making its products available at retail stores worldwide. An enterprise is also planning
to open its retail outlets ion order to provide customer an ease in accessing the goods or services.
Promotion: Cadbury is planning to adopt the ethical marketing strategy, as these tactics will
assist them in gaining the customer loyalty (Titus, 2018). In addition to this, marketing campaign
will be executed by an enterprise at regular interval of time. Business entity will use online

advertisement technique for promoting the gods or services. In addition to this, innovative
packaging of the product is the tactics which will be implemented by Cadbury. An organization
will participate in social welfare program and will make their significant contribution in
development of society, as this tactic will help business entity in getting brand recognition in the
market. Firm can conduct market survey, as this activity will help them in aligning
advertisement with evolving set of customers.
Process : cad bury has focus on bringing improvement in the quality of products. In addition to
this, an enterprise emphasizes on increasing distribution network, so that products or services can
be delivered quickly to more number of customers (Aslam, 2018).
Physical evidence: Cad bury is planning to open its retail outlets at different places. An
organization is planning to bring improvement in its logistics as well as supply chain
management.
CONCLUSION
From above study it has been concluded that marketing plays significant role in driving
the firm towards success. Other thing which has been found during the study is that marketing is
the activity which helps an organisation in accomplishing desired business objectives. It has been
concluded from the assignment is that the different companies operating business in same sector
applies marketing mix in different ways in order to achieve desired business objectives. The
thing which has been concluded from the above is that marketing is related with the different
functions within an organisation. It has been concluded from the assignment that the success,
financial performance and growth of an enterprise is dependent on marketing function. The thing
which has been concluded from the project that it is very much important for companies to
include all the elements of marketing mix in their promotional plan.
It has been concluded from the assignment that interrelationship between different
functional unit is very much essential in context of smooth running of business. The other thing
which has been concluded from the report that an interrelationship between marketing and other
department assist firm in accomplishing desired objectives. The various strategies have been
suggested in the report which can be utilised by an organisation in order to improve its
promotional activities. Business entity has been provided with advice to include all elements of
marketing mix in its proportional plan, as this will help an organisation in achieving desired

objectives. An effective Marketing plan has been designed which can be utilised by an
organisation for promoting goods as well as services.

REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
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