Marketing Essentials

This essay explores the fundamentals of marketing, analyzing Cadbury's marketing strategies and their impact on the company's success. It examines the marketing mix, current and future trends, and evaluates a basic marketing plan for Cadbury, including SWOT analysis, STP analysis, and competitor analysis. The essay highlights the importance of effective interrelationships between different functional departments within an organization.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
1 Introduction to the concept of marketing, including current and future trends...................3
2 An overview of the different marketing processes..............................................................4
3 Explanation of the role and responsibilities of a marketing manager ................................5
4 An explanation of how marketing influences and interrelates with other functional
departments of the organisation..............................................................................................6
5 The value and importance of the marketing role in the context of the organisation...........6
6 Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.............................................................................................7
7 Marketing mix ....................................................................................................................7
8 Produce and evaluate a basic marketing plan for Cadbury.................................................9
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14
.......................................................................................................................................................14

INTRODUCTION
Marketing is an essence of promoting or selling the product and services that satisfy the
need of the consumers. Essentially marketing means creating, promoting and delivering the
goods as well as services in the target market. This report is based on Cadbury which is British
Multinational company. It is the Second largest confectionery brand in the world and its
headquartered in West London. Cad-bury operates their business in more than approx. 50
countries at worldwide (Baker and Saren, 2016). Its Marketing essential is to over come the
barriers and implementing marketing strategies to remain competitive in the market. The main
motive of the assignment to understand the roles and responsibilities of marketing functions and
their interrelation with other marketing division. This report also consider a comparison among
two companies by implementing marketing mix. At last, this report also describe the marketing
plan of the Cadbury by introducing new services.
1 Introduction to the concept of marketing, including current and future trends.
The marketing concept of Cadbury can be described as the strategy that are made and
implemented by the companies to satisfied the needs of the customers, increase total sales and
maximising the profit levels of the company. There are five alternative concepts which helps the
company to plan and execute their marketing strategies which are Production concept, Product
concept, Selling Concept, Marketing Concept.
Current Marketing Trends
There are various marketing modes that are adapted by different companies to promote
their products. These are as follows:
 Door to door selling- This is one of the most used method by Cadbury where the
organisation is involved in direct selling of the products to the targeted customers by
reaching them at their door steps (William and Zikmund, 2012). This is one of the most
successful method specially in areas where it is not easy to communicate with the
customer.
 Print Media- Print media is the method that is adapted by Cadbury to to attract the
customers by approaching them through various means such as newspapers, pamphlets,
and many other printed ads. This helps in educating the customers about the latest

updates and launches of the respective company which helps in attaining more customers
and increasing the profit levels of Cadbury.
Future Marketing Trends
 Personalization- It is a method which helps in providing individual services to the
customer and helps in promoting the products that interest the customer. Such data is
derived by the search of the customers, age, gender, etc.
At the other hand, some of strategies of marketing are as follows:
Business to business – This refers to transaction between businesses through including
manufacturer & wholesaler or wholesaler & retailer. It involves the business which is carried out
between companies which include strategies like dig deep when target demographic segment,
take feedbacks, extend funnel and create goals & milestones.
Business to customer – The business to consumer strategy refers to tactics and best
practices of promoting products among consumers in order to convince them for purchasing
them. It includes several effective methods like word of mouth advertising, internet marketing,
direct selling and many more.
2 An overview of the different marketing processes.
The marketing process is a method of analysing the opportunities that are present in the
market, selection of the target market, development of the marketing mix and managing.
 Analysing the opportunities- This step is consist of analysing the opportunities that are
available for the respective company in the market (Baack, Harris and Baack, 2013). This
can be done by analysing various elements of macro marketing environment such as
demographics, politics, competitors, etc.
 Selection of the target- In order to select the target for Cadbury, the organisation adapts
STP method which is consist of segmenting, targeting and positioning of the product in
the desired market.
 Development of marketing mix- This step undertakes the application of right
combination of marketing mix in order to analyse and implement the right strategy in
order to provide the greater customer services and accomplish the company's goals.
 Strategic planning – The strategic marketing planning includes getting prepared, clarify
mission & vision, determine present and future market position, analyse priorities,
distribute tasks & hold everyone accountable to gain better profits.

 Managing- This is the last step of the marketing process which involves the close
analyses of the marketing efforts and further taking the required steps in order to achieve
the desired goals that are set by the marketing division of Cadbury.
3 Explanation of the role and responsibilities of a marketing manager
The marketing division of Cadbury undertakes many roles and responsibilities. The
structure of marketing division incudes product manager, marketing manager and many other
individuals that are responsible for different type of roles.
Structure of marketing department – The marketing structure of given company is
generally based on business neds in different situations. It involves a leader, high level executive
for observing and monitoring strategies along with evaluating operations as well. Moreover, it
includes hierarchy structure involving marketing president to manage team of managers for
public relations, advertising and product for managing overall activities properly.
Operations of marketing section – The marketing operations of Cadbury include
formulation of processes, infrastructure and reporting. It involves the criteria of conduct effective
promotional activities, maket analysis and evaluation of competitor's strategies.
Marketing Manager-
The roles and responsibilities of the marketing manager of Cadbury are managing and
implementation of marketing strategies of the respective company. The other duties of marketing
manager are as follows:
 Developing Marketing Strategy- The marketing manger of Cadbury develops various
marketing strategy in orde4r to increase the number of sales and increase the profit of the
respective organisation.
 Market Research- The marketing manager conducts a market research in order to
understand the needs and wants of the customer. This enables them to deliver the desired
products to the customer (Silberschatz Galvin and Gagne, 2014). Along with this, the
marketing research also helps the marketing manager of Cadbury to modify the products
according to the latest trends in the market and attract more customers.
 Identify new business opportunities- It is the responsibility of Marketing manager of
Cadbury to explore new market for the company's products or such markets that are not
explored by the competitors of the company which can help the company in building new
customers and helps in expanding the business.

4 An explanation of how marketing influences and interrelates with other functional departments
of the organisation.
Cadbury is consist of many functional division which have different work profiles. Some
of the divisions of the respective company are HR, Finance, Production, Marketing, Research,
etc. However, these departments have an interrelation which helps them work together in order
to achieve the goal of the respective organisation. The interrelation between the departments are
mentioned below: Marketing and Finance- The marketing division of Cadbury is responsible for
promoting the products of the company in order to attract more customers (Joshi, 2012).
Where as, the finance department of the respective company is responsible for providing
sufficient funds to the marketing division and other divisions of the company in order to
help in in smooth running of operations. HR and Research- The roles and responsibility of Research division is to analyse and
collect appropriate data which helps in providing various information about the
marketplace. However, HR division is responsible for hiring the right candidate for the
desired position in Research which will help in increasing the productivity through help
of provided information by marketing department of Cadbury (Brady, 2014).
 Marketing and Production- The production division of Cadbury undertakes the
production of various products that are offered by the respective company. Hence, the
marketing helps in promoting these products in order to increase the number of sales and
attain the goal of the company which is to maximise the profit levels.
5 The value and importance of the marketing role in the context of the organisation
Marketing is the role which helps Cadbury to identify the potential products for the
market and promote them by differentiating them from similar products. It is vital part for every
company. Marketing starts from identifying the consumer needs and ends with satisfying the
consumer needs . The importance of role of marketing is mentioned below:
 Promotions- Marketing helps in promoting the products and services that are offered by
Cadbury. It is responsible for conducting various promotional activities that are
conducted by the respective company such as advertisement, online promotions, print
media, etc. This helps in educating the customer about the products of Cadbury (Rossi,
Allenby and McCulloch, 2012).

 Customer’s Services- As maintaining a relationship with customer is very important to
assure the long term business by the customers. Hence, the marketing division helps in
maintaining the customer relationship and providing the customer services to the end
consumers of the products of Cadbury.
 Product Development- Marketing helps in identifying the demand and needs of the
customers. Along with this, marketing also helps in providing latest trends which helps
the Cadbury in upgrading their products to cop up with the competitors and fulfil the
demands of the customers in order to assure maximum business.
6 Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.
As there are different divisions in Cadbury which are consist of different job profiles and
responsibilities. It is very much important to have an affective communication and
interrelationships between various departments of the respective company (Clow and James,
2013). As this can help in smooth running of all the operations of the organisation and help in
increasing the productivity and sales level of the company.
7 Marketing mix
Marketing mix is the process of designing and integrating various elements of marketing
(product, price, place, promotion, process, people and physical evidence) in such a way to ensure
the achievement of enterprise objectives (Silver, and et al 2012). The main purpose of marketing
mix is to make the prospective customer aware of the product as well as help an organisation
make strategic decisions at the time of launching new products or revising existing products.
Following are the marketing mix strategies follow by cad-bury and nestle to gain
competitive advantage:
Marketing Mix Cadbury Nestle
Product Cadbury has different market
and varieties. In chocolate
industry Dairy milk,
Bournville, five star, perk and
Cadbury eclairs. In biscuit
Nestle is a company who have
diverese range f products such
as Kit kat chocolate, munch
chocolate, maggie noodles,
ketchup, coffee and many

segment: Oreo premium. In
milk products: bournvita a
leading brand (Lovelock,
2011). Halls a mouth freshener
as well as cold remedy.
more.
Price
Quality follows price. Quality
of the products is high so
marketing is always require to
remain on top. Prices of the
products is high in some cases
and reasonable also. Products
like perk, five star have low
price ,dairy milk considered as
the high as well as low price
product it position as gifting
therefore sell in high volume at
high price.
The price range of products of
Nestle is moderate as the
company believes in serving
more of quality than earning
profits.
Place
The distribution channel of the
cad bury is fantastic. It capture
the market of both urban and
rural (Babin and Zikmund,
2015).
The company serves its
products and services
throughout the world.
Promotion Cadbury conducts various
promotional activities in order
to attract more customers such
as advertisements, discount
offers, digital media, etc.
Nestle is involved in various
promotional activities such as
advertisement, print media,
digital media and many more.

Process The company focuses on its
packaging and quality. This is
why it offers various different
packagings on their festivals
and occasions.
Nestle is a well known brand
which provides quality
products. The packaging of the
company is very authentic.
People There are various benefits that
are provided by the companies
to the employees of the
company such as vacation
policies, insurance benefit,
retirement benefits and many
more.
Nestle is a big company with
total number of employees
near by 3,23,000 (Armstrong
and et al, 2015). The company
provides various benefits such
as health, security, etc.
Physical Evidence There is a range of products
that are consumed by the
customers. Hence, the products
and the customers are the
physical evidence of Cadbury.
The official website is the
physical evidence of Nestle.
Additionally, the vast range of
the products which are served
world wide are also the
physical evidence of the
respective company.
8 Produce and evaluate a basic marketing plan for Cadbury
Market plan can be described as comprehensive document or blueprint that outlines a
business advertising and marketing efforts for completing desired objectives like increase sales
or profits. It include various kinds of marketing strategies and tactics which provide support to
achieve required goals in proper manner. In case of Cadbury, they can build an effective as well
as efficient market plan so that they can gain desired outcomes in appropriate way.
Overview of the company – The present market plan is based on Cadbury which is
known as British multinational confectionery company wholly owned by Mondelez

International. It was founded by John Cadbury in the year around 1824, almost 194 years ago
and headquartered in Birmingham, England (Ahmed and Rafiq, 2013). Moreover, this company
is known for its special products such as Dairy Milk chocolate, the Creme Egg & Roses selection
box and many other confectionery products.
Vision – The vision statement of company is the Barrow Cadbury Trust's vision is of a
peaceful, equitable society, free from discrimination and based on the principle of social justice
for all.
Mission – The mission statement of Cadbury is to promote social justice through grant
making, research, influencing public opinion, policy and supporting communities.
Marketing Objective – the objective of Cadbury is to boost up 10 to 20 percent sales in
upcoming two years by launching new product named as 'Sugar Free Chocolate'.
SWOT Analysis – This include to thoroughly analyse strengths and weaknesses of
company which are helpful to overcome threats and facilitate opportunities in order to gain
desired benefits. It involve the criteria of carrying out SWOT analysis for detrmini9ng strong and
weak factors of business so that potentilla risk factors can be removed and more effective results
can be achieved successfully by Cadbury (opolšek and Čurin, 2012).
Strengths
 Cadbury can be consider as topmost chocolate chocolate provider and well known brand
which is helpful to grab more profit share of market.
 The pricing for products is according to budget of customer and available for different
cost range so that people can afford it easily.
 The company has strong marketing and distribution channel which helps to boost up sales
in proper manner.
 The Brand has positive perception of people which provide support to attract new
customer along with retaining the current ones to improve profitability.
 They have well established market with vast variety of products which supports to
increase sales properly.
Weaknesses
 The weak point of given company include lack of penetration in rural market which result
into less increase in profit share.

 It has problem that large population is suffered from several disease such as cholesterol,
overweight, diabetes due to which people avoid to eat chocolate as it contains much
calories.
Opportunities
 The company has an opportunity to modify product according to several occasions or
festivals to increase sales and profits of brand.
 They can accept the globalisation which provide support to garb profit share at global
level in terms of improving brand image as well as profitability.
 The company has precious chance to in crease their customers because of recent
improvement in chocolate market for grabbing more market share properly.
 They can utilise chance to provide low calorie chocolate and sugar free candies in order
to attract more customers towards brand.
Threats
 The major threat of analysed that there is no brand loyalty in chocolate market which
reduce opportunity to gain long term profits.
 They are required to face strong competition fr0opm huge brands such as Nestle and
Amul.
 It involve the other preferences of people including different substitutes like sweets and
deserts which reduce client for chocolate brand.
 Increase in competition through new entry of brands in market which affects position of
market.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000

Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
STP Analysis
Segmentation – This is kind of marketing strategy in which broad market will be divided
into segments as per their needs, interests, priorities and demands.
Targetting – The new product of Sugar free chocolate will be introduced in market for
target customers including diabetic people who avoid chocolates due to having such health
issues. Demographic segmentation is suitable for new product of sugar free chocolate including
factor of age.
Positioning – The given company will attract health conscious and suffered people
towards brand by introducing sugar free chocolate to increase sales. It will provide support to
grab more market share in future and achieve better position among competitors in appropriate
manner.
Competitor Analysis – There are several competitors of Cadbury such as Nestle, Amul,
Mars, Hershey's, Kraft foods, Lindt, Ferrero, Dove, Godiva and many more.
Monitoring and controlling – This can be described as to thoroughly evaluate the
procedures of marketing and put appropriate efforts to reduce problems and control wastage of
resources in proper manner. In case of Cadbury, they are required to make effective tactics to

control overall processes of marketing to gain better outcomes by decreasing issues properly
(Huang and Sarigöllü, 2014).
CONCLUSION
From the above report, it has been summarize that marketing essential refers to creating,
promoting and delivering the goods as well as services in the target market. It involves to
current marketing trends like print media, door-to-door selling and future policy including
personalization. However, it involves different marketing procedures like analysing the
opportunities, selection of the target, development of marketing mix & managing with role of
marketing manager such as developing marketing strategy, market research as well as identify
new business opportunities. Moreover, marketing is carried out of Cadbury and Nestle to make
correct decision of making strategy for increasing sales. Additionally, the market plan is essential
to build for effectively promotion product including several factors like overview, vision,
mission, marketing objective, SWOT analysis, marketing budget, STP analysis, competitor
analysis and monitoring & controlling.

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