Marketing Strategy and Implementation

This assignment delves into the realm of marketing strategy, requiring students to analyze diverse approaches such as social media marketing, brand positioning, pricing strategies, and market segmentation. It encourages critical evaluation of theoretical frameworks and real-world case studies to understand how companies implement effective marketing strategies for success.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Introduction to the concept of marketing, including current and future trends......................1
Overview of different Marketing Processes...........................................................................2
Explanation of the role and responsibilities of a marketing manager....................................3
Explanation of how marketing influences and interrelates with other functional departments . 4
Compare the ways in which chosen organisation applies marketing mix to marketing planning
process to achieve business objectives and how it differ from other organisations...............5
Producing and evaluating a basic marketing plan for the organisation..................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is considered as an essential function of management. The overall essence of
marketing is intended to satisfy the overall needs and wants of customers and to satisfy all, role
of marketing manager becomes more important as they carry out all operations regarding
marketing functions in an organisation. There are different structures of distinct businesses
according to the size and manager should have control over essentials of marketing so that it can
create focus on consumers (Aswathappa, 2013). In the present report, analysis of Cadbury is
done which is the selected firm for study that is a British multinational company, famous for
making chocolate and its famous products are dairy milk, crème eggs and Roses selection box.
The report includes roles and responsibilities of marketing manager with covering almost all the
related aspects related to marketing department of Cadbury.
Introduction to the concept of marketing, including current and future trends
Marketing is the process of promoting and selling of various types of products and
services which include promotional activity like advertisement, sales promotion, direct
marketing, etc. These activities are done for the satisfaction of customers and mainly give focus
to customers and their preferences. The current and future trends of marketing of Cadbury are as
follows:
Social media- The platform in of computer technology that gives facility to an individual
to share ideas and information for the specific field of interest with different people on that
particular platform (Social Media Overview, 2018). Such type of platforms is Facebook,
Instagram and Snapchat that help company and different individuals to market their products to
customers through this platform. Cadbury does their marketing on these social media platforms
(Blakeman, 2018).
Artificial intelligence- The area in computer science which gives emphasis to automatic
learning of machines is referred as artificial intelligence. This adopts and learns the behaviour of
customers and then AI integrates its data in system of learning which helps in knowing them in a
better way. Cadbury can use this platform so that it can target specific segment of customers.
Evolution of different marketing concepts: Over the decades, different marketing
concepts are came into the existence. There are different marketing concepts are as follows:
1

Production orientation: In this marketing concept, it results that automatic customers
response and no promotional efforts are beneficial for the marketing scenario today. This
orientation concept is built for good products with not any effort in promotion activities.
Sales orientation: It tells that making the best product is not enough, until unless, the
proper efforts in the sales activities could be implemented. The essence of this orientation tells,
products are not meant for buying, but for the purpose to be sold.
Customer orientation: This orientation philosophy tells that customer would be the
biggest priorities than the products. This statement means company should be the customer
centric. If the company is customer centric, it would be easy and reliable to sell products and
services.
In context with Cadbury, company has adopted the customer orientation philosophy for
their product. It is necessary to be customer centric like taste and preference, quality, price and
affordability etc. It has been noticed that this philosophy would result in the higher growth for
the company and achieving the maximum output and profitability.
Overview of different Marketing Processes
Marketing process: Business organisations are adopting different marketing process for
the purpose of enhancing their profitability ratio. The process of marketing used by Cadbury to
attract the customer are:
Mission: At the first stage of marketing process, top management of Cadbury specifies
their mission statement. It mission statement emphasize on the continuous improvement in the
product in order to serve best product to customer.
Situational analysis: At next step, main focus of organisation is to identify opportunity
for future growth by doing SWOT analysis and PEST analysis.
Marketing strategy: In this step, top management of Cadbury targets their audience first
and decides their goals in order to develop budget for the overall activities (What is marketing
strategy, 2018).
Marketing Mix: After formulating marketing strategy, next step of marketing process
includes pricing, promotion, place of distribution and product development.
2

Implementation and Controlling: At last, overall plan which has been made is placed
into the action and further it is monitored and controlled by the marketing manager at regular
interval.
In context with Cadbury, given marketing process would help the organisation to know
their mission, vision and values for defining their business goals and targets. SWOT and
PESTLE phase of this process would help Cadbury to know their macro factors such as political,
economical, social and technological influence and idea etc. This process would be help
marketing manager of Cadbury to implement and control this process for achieving the
organisational goals and targets.
Explanation of the role and responsibilities of a marketing manager
The marketing manager generally does focus on the operation management of an
organisation. For performing all the duties in a well and effective manner, a manger should have
good communication and analysing ability. There are different role of manager with respect to
the size of organisation, like in small type of organisation the marketing manager acts as the
overall all in charge of the marketing activities but in the large size organisation like in Cadbury
there are limited role of marketing manager. The roles and responsibilities of a marketing
manager are as follows
Management of employees - A marketing manager is over all responsible for the
activities in its marketing department. In Cadbury, the marketing managers assign the duty to the
staff and sets the overall target for them to achieve and timely evaluation of the performance of
the individual is also done in the marketing department by a manager in the company.
Marketing strategies-A marketing manager of Cadbury is also responsible for making
strategies regarding where to promote the businesses and by which techniques the promotion
should be done like through television, radio etc. Marketing manager needs to take care of
several things such as identify the market potential, implement process and plan for applying
various strategies for achieving defined goals or purpose of an organisation.
Growth opportunity- Current trends of market are analysed by marketing manager so
that it can identify the growth opportunities in different regions. Marketing manager of Cadbury
should analyse the preferences and tastes of customers. This helps in growing the business of
company. Growth opportunity is huge and severe, so it is required for marketing manager to
identifying the growth status and values for the survival of an organisation.
3

Explanation of how marketing influences and interrelates with other functional departments
Each and every department of an organisation is interrelated to each other with respect to
their functions and working. Generally, various kinds of departments in a company are
production, manufacturing, financial and marketing (Möller and Parvinen, 2015). So, it is
necessary to study about the influence of each department with other ones. So, the influence of
marketing with other department of Cadbury is as follows:
Marketing and Human resource department - HR department of Cadbury generally
does all the activities related to selection of staff, recruiting and training regarding process. If
there is a requirement of particular post in the marketing department of Cadbury then HR team
will include marketing manager in the interview process of that post (Malhotra, Birks and Wills,
2013). This is how these two departments are interdependent on each other.
Marketing and Financial department – The finance department does control on all
activities like preparing budget regarding each and specific department and maintaining the
decent amount of cash to maintain liquidity so if marketing manager of Cadbury needs to
promote the business in different areas then it would require finance so, both are dependent on
each other.
Marketing and Research and development- For further improvement of product in
Cadbury the research is done regarding the taste and preference of the customer, new products
are developed after the deep research. The marketing manager of cadbury does all the research
about particular preferences and taste of the customer and then develop the taste accordingly.
Marketing and Operations department- All the daily activities performed in an
organisation are considered as operation activity. In Cadbury the distributing strategy of the
product is done on the basis of demand of the product. The marketing manager does makes the
planning about the different promotional activity and decide the area to operate those activity.
Marketing and Information technology department - The technology which used
personal computer to store, retrieve and manipulate the data are considered as information
technology with the help of IT in Cadbury the communication and storage process of data
becomes more faster. IT helps the data of marketing department in maintaining and securing it
on there network and also manage them effectively on there software.
Marketing is the most important part in sales of a product. This helps in improving the
sales by applying different promotional techniques. Cadbury generally targets the customer in
4

the age segment of young people. It also provides celebration packets of their product at the time
of festival which includes its marketing tag line “kuch meetha ho jaye”. This helps in promoting
their business in the festival season (Tanner, 2015).
Marketing manager has many roles and responsibilities in an organisation. A marketing
manager always does the research about the customer desire for specific type of product.
Research helps in identifying new market opportunities. Research helps in studying the different
competitors and that helps in identifying the different effective marketing techniques. Managers
of Cadbury do research by doing surveys and through analysing the habits of customers
(Raymond, 2015).
Interrelationship enables every department to work or task combined. Co-ordination of
different department is an important tool for achieving the business objective and goals of an
organisation. It is to be made clear that co-ordination and support of each and every department
of an organisation would helpful in achieving the defined goals as well as long term objectives
of an organisation.
To ensure proper coordination in between all departments, functions should be managed
effectively. There is need of proper designing and implementation of market research, market
planning to make future marketing decisions. Proper planning is needed in HR department of
Cadbury so that it can apply planning in the marketing section, which needs the funds from
finance department of the Cadbury and ensure that how much amount should be spent in
promotional activity(Ellis-Chadwick, 2012). The interrelationship with different functional
departments allows marketing to come up with creative and innovative ideas which will help in
development of products. This is how all the departments are interrelated and important to each
other as if one department is fails to perform the duty well the another department then another
cannot starts its work.
Compare the ways in which chosen organisation applies marketing mix to marketing planning
process to achieve business objectives and how it differ from other organisations
Marketing mix: It is the foundation model of marketing. It can be defined as the
different marketing tools adopted by an organisation to reach its marketing goal. It aids the
company in influencing the customers to purchase its products (Dibb and Simkin, 2013). This is
a tool that focuses upon meeting the long term goals of the entity by making use of extensive
5

marketing techniques. The comparative analysis of marketing mix of Cadbury and Nestle is as
follows:
Basis Cadbury Nestle
Product Cadbury has a huge product line.
Some of its products in chocolate
business are Dairy milk, Five star,
Perk, Cadbury éclairs, Gems and
Bonneville. In the section of biscuits,
it has premium Oreo. In beverages, it
offers Bournvita which is one of the
top products in milk additives. As
mouth freshener as well as a remedy
during cold, it provides Halls. It has
a big range of products in ice cream
and desserts section like Dream Stick,
Dairy Milk mini cones. Company
offers separate line of products in
festive seasons.
Nestle offers a variety of products
for customers. The leading coffee
brand Nescafe belongs to Nestle.
Company offers milk products like
Nestle every day, Nestle Milk maid
and Nestle slim. It offers chocolates
like Kit Kat, Munch and Milky bar.
Polo is there in the section of mouth
fresheners. Also, Maggi is a much
known noodles brand of the
company liked by majority section
of people across the globe. For gift
purpose, company has introduced a
product named Alpino to challenge
its competitors.
Price The strength of pricing policy is
its packaging. Cadbury has largely
profited from consumption based
pricing strategy. Thus, with the huge
variety available, customer can opt
the product on the basis of his
consumption need. Products like five
star, perk and éclairs are offered by
company at lower price. Cadbury is
the most selling product of company,
widely accepted by all age groups.
The price of products of Nestle is
dependent upon the market of
each product. Nescafe and Maggi
being the most famous brands for
company are priced with higher
margins. While in some other
products like Munch and Kit Kat,
Nestle offers competitive pricing
due to excessive competition from
rival companies.
Promotion Company makes use of various Nestle uses extensive advertising
6

promotional strategies like TV
advertisements, radio and online
promotion. Also it uses other
advertising media like billboards,
hoardings, flex banners on hotels,
shops, shopping malls etc. Many
famous personalities have been
associated with the promotion of
products (Jobber, 2017).
strategies like organising
promotional campaigns to introduce
new products. Company has
invested a large sum of money on
promoting its two most profit
making products, Nescafe and
Maggi. It also uses strategies like
television and radio commercials
and print media like newspapers.
Place The major reason behind the global
brand value of company is its
distribution channel. Cadbury makes
sure that their products are available
in all parts of the world and cater to a
wide variety of customers. As a
result, this has generated in turn huge
profits for the company. Cadbury is a
worldwide name and well known in
more than 150 countries.
Nestle products are globally
available in 86 countries. Most of
the sales and revenues of company
comes from European countries.
The company follows a FMCG
channel of distribution. It has
warehouse and distribution centres
from where it makes the products
available to retailers, wholesalers,
fair priced and small grocery shops.
People The major emphasis of company is on
satisfaction of customers. Thus, it
invests a large sum of money on
training its staff annually.
Nestle recognises manpower as the
most important element of any
organisation. Thus, it spends huge
money on induction and
development of manpower to ensure
proper handling and packaging of
products.
Physical evidence Company tends to focus on the reach
of its products. Products of the
company are available from small
grocery stores to supermarkets.
Nestle offers a product line that is
manufactured keeping all the health
and safety measures. Company
prefers quality over quantity, thus it
7

Cadbury justifies its brand image by
maintaining the quality of products
that they offer.
makes no compromise with the
quality of goods.
Process Company focuses on maintaining the
quality of products. Their
commitment is that they will
continuously keep on improving the
quality so that the large customer
base is satisfied.
Nestle works in accordance with 3
principles. These are: helping 50
million children in leading healthier
lives, emphasizing on zero
environmental impact in company's
operations and improving 30
million livelihoods directly
connected to their organisational
operations.
Improvement in marketing mix: In context with Cadbury, marketing mix of an
organisation can be improved by implementing various strategy regarding improving quality of
products such as adding more sugar free content, price regulation, evaluating and reducing the
weakness or shortcomings in the products of an organisation. These problems can be removed by
doing physical test of the product, price checking as per industry, packaging etc.
Producing and evaluating a basic marketing plan for the organisation
As a senior executive of Cadbury, it is a prime and major duty to implement and create
effective marketing plan in order to achieve desired goals and targets of an organisation. The
explanation of marketing plan is as follows:
Marketing plan - Cadbury is looking for launching new product named “Coco balls”. It
is a new and creative product of Cadbury that is chocolate balls made up of milk and chocolate.
Company wants to use marketing strategies for advertisement and product development and to
check the tastes and preference of consumers (Mulvey, 2017).
Company overview - Cadbury is the largest UK based company founded in 1824 which
provides chocolate based products worldwide, biscuits, beverages and ice-creams. Cadbury
produces 350 million units per year along with achieving 1 percent of the growth in their
8

production. Company has employee's strength of 71.657. Mars is the major competitor of
Cadbury.
Mission and vision - The mission statement of Cadbury is “We are born to realize the
actual taste and flavour”. The vision statement is to bring people at one place who loves eating
chocolate and sharing them with others.
Product and services - Cadbury offers diary milk, syrups, festive combo, cookies, ice-
cream and other commodities to their customer along with accurate customer service such as
feedback and interaction from users after the use of products. Soon, company will add new
product in the portfolio of the Cadbury commodities base (Chernev, 2018).
Strategic objective - The main objective of Cadbury is to achieve new base of customers
at-least by 2 percent in order to sell new product along with selling present commodities.
Acquisition of the new customer is taken for both UK and worldwide. Social media and
advertisement will take to promote the new product.Möller, K. and Parvinen, P., 2015
Market research - There was a brief research conducted by Cadbury which shows that
taste and preference of the customer has changed over the period of time. Cadbury needs to
implement strategy and plan to achieve the trust and belief of the customer in order to achieve
the success for the long period of time (Gengler, 2016). For doing the effective research,
Cadbury is decided to go with PEST analysis to understand and locate the current scenario of the
market ready for launch of “Coco balls”.
Target market - It means targeting and pointing the actual potential customer for the
purpose of selling the products of the company (Burns, Bush and Sinha, 2014). Cadbury is
looking for adopting different approach for targeting and segmenting the customer. Since the
possibility for the Cadbury product is high, because Cadbury is a well-established brand with
positive image in the mind of consumers. Segmenting, targeting and positioning for the Cadbury
is derived as below:
Segmenting
Demographic - Cadbury has decided to target the consumers of age group from 8 to 20
years. They are mainly focusing on kids and children, but it depends on how other age group'
perceive the particular brand.
9

Geographic - Cadbury has adopted to launch product in few countries like United
Kingdom and other nations of Europe in their initial stage. Launching the worldwide is the main
and focal target of Cadbury.
Lifestyle – In context with Cadbury, lifestyle of the customers are connected with their
taste and preferences for the products.
Behavioural - Behaviour impacts the perception level of the consumer where company
judges the taste and preference of an employee and their relate choices (Wills, 2013).
Targeting
As stated clearly in the vision of the Cadbury that, company has decided to realize the
taste and preference of the customer to know their actual wants and expectation from the brand.
Company has also decided to mainly target kids and children mainly because product is belongs
to their age category and there is a least expectation from the upper age category and mature
people.
Positioning
This is the last step of this process and it aims at deciding the appropriate positioning
strategies for the Cadbury. Expectation from this product is high and innovation is required in
taste and flavour of the product. It is advisable for the Cadbury to adapt exact packaging and
distribution strategies to create good presence of mind for the customers.
After the preparation of whole marketing plan, it is concluded that proper and effective
implementation plays an important role in defining and formulate the strategies for the
development of company (Martell, 2018). Cadbury has planned for using social media and TV
advertisement as the most effective techniques for positioning of new launching of product.
Marketing Budget:
PARTICULARS 1st Year 2nd Year 3rd Year 4th Year 5th Year
INITIAL MONEY 8000 9000 11000 13000 15000
INVESTMENT 5000 5000 6000 7000 9000
TOTAL 13000 14000 17000 20000 24000
MARKETING
OUTLAY
PROMOTION 7000 8500 9000 10000 16000
SALES
PUBLICITY
5000 7500 8000 10000 15000
TOTAL 12000 16000 17000 20000 31000
10

Control and monitoring: At the end of the plan, it is important that all kinds of control and
monitoring should be implemented and formulated accordingly with the required norms and
condition from the marketing plan. Senior executives needs to look at the process of
monitoring along the evaluation of the marketing plan.
CONCLUSION
From the above report, it is concluded that role of manager in the concept of marketing
plays a significant role in the development of the company. Marketing is an important theory to
understand the current and future trends of the world. The role of marketing with other functional
units such as Human resource, finance, operation etc. have strong interrelation in the profitability
of the company. It is important to understand the components of the marketing mix to decision
effectively. It helps in formulating the product and pricing strategy. Marketing plan has
structured with the intention to develop the scenario of the product development and market
expansion and development in the company.
11

REFERENCES
Books and Journals
Anche, F., Hozouri, S. and Mehdizadeh, A., 2014. An exploration investigation on important
factors influencing e-marketing: Evidence from banking industry. Uncertain Supply
Chain Management. 2(1). pp.49-54.
Aswathappa, K. E. M. A. L., 2013. Human resource management: Text and cases. Tata
McGraw-Hill Education.
Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing.Journal of Business Research.68(4). pp.777-
782.
Gengler, C. E. and Mulvey, M.S., 2017. Planning pre-launch positioning: Segmentation via
willingness-to-pay and means-end brand differentiators. Journal of Brand Management.
24(3). pp.230-249.
Glanz, K., Bader, M. D. and Iyer, S., 2012. Retail grocery store marketing strategies and obesity:
an integrative review. American journal of preventive medicine. 42(5). pp.503-512.
Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by
recasting supplier/customer roles.Journal of Service Management.25(2). pp.228-2
Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price
and place. Tobacco control. 21(2). pp.147-153.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and
Theories of B2B Marketing and Sales Management”. Industrial Marketing
Management. 45. pp.3-11.
Nagle, T. T. and Muller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.
Viswanathan, M., and et. al., 2012. Marketing interactions in subsistence marketplaces: A
bottom-up approach to designing public policy. Journal of Public Policy & Marketing.
31(2). pp.159-177.
Online
12

Marketing Mix of McDonald's. 2018. [Online] Available through:
<https://www.howandwhat.net/marketing-mix-mcdonalds-mcdonalds-marketing-mix/>.
Social Media Overview. 2018. [Online] Available through:
<https://communications.tufts.edu/marketing-and-branding/social-media-overview/>.
What is marketing strategy. 2018. [Online] Available through:
<https://www.marketing91.com/marketing-strategy/>.
13