Marketing Essentials- Cadbury

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.