Cadbury's Marketing Strategies

This assignment requires an in-depth analysis of Cadbury's marketing strategies. Students need to examine various aspects such as branding, product positioning, target markets (particularly focusing on age cohorts), and competitive landscape, comparing and contrasting Cadbury's approach with that of its main rival, Nestle. The analysis should draw upon relevant academic literature, industry reports, and publicly available information about both companies.

Running Head: MARKETING 1
Marketing Essentials: Cadbury
Organization
Table of Contents

MARKETING 2
Introduction......................................................................................................................................3
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organization.....................................................................................................................................3
Concept of Marketing, current and future trends and different elements....................................3
Roles and responsibilities of Marketing and Marketing Manager in context of organization.....5
Key elements of marketing function and Interrelations with the functional departments of
organization..................................................................................................................................6
Interrelations with other functional units.................................................................................7
LO2: Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives..............................................................................................................8
LO3: Develop and Evaluate a Basic Marketing Plan....................................................................11
Marketing Objectives.................................................................................................................11
Target Market.............................................................................................................................12
Market Segmentation.................................................................................................................12
Marketing Mix Strategies...........................................................................................................12
Action Plan.................................................................................................................................13
Evaluation and Monitoring........................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

MARKETING 3
Introduction
In today’s competitive business environment, Marketing is a significant tool for the business
organizations. This includes the process of understanding the market and needs and demands of
customers, creating beneficial relations, implementing effective market strategies and offering
quality products and services to the customers. Most of the companies have realized the
significance of customer relationships and they are making efforts to implement an innovative
approach for its marketing process. Awareness about the marketing essentials is very high in the
current marketing environment all over the world. This report includes the discussion about the
marketing processes and their role at Cadbury Organization, which is based in United Kingdom.
Cadbury is one of the largest companies in the British multinational confectionary industry. The
report emphasizes on the marketing essentials in this business organization and demonstrates the
roles and responsibilities of marketing and its functions and interrelations with other functions of
company. Furthermore, it compares different ways of implementation of marketing mix in
organization to attain its goals and objectives. At the end, it creates and develops a marketing
plan for the chosen organization, i.e. Cadbury.
LO1: Explain the role of marketing and how it interrelates with other
functional units of an organization.
Concept of Marketing, current and future trends and different elements
Marketing is the process that includes different activities and sub-processes for developing,
communicating, distributing and exchanging the products and services, which have value for
people, partners and its potential customers. The concept of marketing is an aspect that the
companies should evaluate the needs and expectations of customers and then they should make
the decisions for satisfying their requirements better than their potential competitors. In today’s
business environment, most of the organizations have implemented different concepts of
marketing (Armstrong et al, 2014).
At Cadbury, the marketing concept is categorized in five important concepts, which show the
core of its marketing. These marketing concepts include both current and future trends for en
effective marketing planning. In UK, Cadbury is also considering these concepts for developing

MARKETING 4
marketing process for its products and services. Five elements of marketing at Cadbury are stated
below;
Product Concept
The management at Cadbury believes that their customers choose the products and services,
which offers them value for their money, innovation and quality. For this, the company focuses
on the quality of products and customer satisfaction. Consumer base can be maintained via
products, which offers benefits to potential customers (Bakker, 2014).
Production Concept
This concept of marketing is based on the consumer perception that shows that they are
persuaded towards the products that are easily available at affordable rates. Under this concept,
Cadbury is focusing to become affordable and favorable to the customers.
Selling Concept
This concept states that the mind set of today’s customers can be attracted via attractive
promotions and advertisements. Generally, customers focus on the products, which are
aggressively advertised in the market. Cadbury is also focusing on different promotion and
advertising techniques, like; electronic media, print media, sign boards etc.
Marketing Concept
Under this, company is considering the needs and wants of target customers and offering them
effective value than their competitors (Baines, Fill, and Page, 2013). Cadbury can focus on
developing a strong brand image by creating an effective positioning statement and strong
customer relationships.
Societal Marketing Concept
This element of marketing concept indicates that the major emphasis on needs and preferences of
target customers, so they will prefer this brand over other companies in the confectionary
industry (Berg, 2016).

MARKETING 5
Roles and responsibilities of Marketing and Marketing Manager in context of
organization
The major roles and responsibilities of marketing function in context of business environment
are explained below;
Marketing Management is a term that is described as the process of execution and planning of
different marketing processes. These marketing processes include marketing mix, such as;
product, pricing, distribution, promotion and sales etc. These processes compliment the target
customers of the company. Different roles and responsibilities of marketing function and
marketing manager are stated below;
Marketing Information System
The marketing manager at Cadbury can create a marketing information system, which can
provide the data and information regarding different factors, like; products and services,
planning, implementation and evaluation and control. For instance, at Cadbury, this system
represents the data about the supply chain or logistics on the real time base that assists the
distribution channels to work effectively (Bharucha, 2016).
Development and Implementation of marketing strategies
One of the major roles of marketing is to develop the marketing strategies and strategic planning
for the company. Under this role, the managers at Cadbury require identifying the needs and
expectations of the customers and offer the products accordingly. It assists the company in
balancing its objectives and market opportunities.
Supervising the marketing environment
Marketing function and manger have significant role in recognizing the new innovations in
marketing environment. These developments offer positive feedback for the products and
services of the company (Dibb and Simkin, 2013). At Cadbury, these developments include
changes in market trends, economic and social factors, legal and political forces etc.
Conducting market research

MARKETING 6
Conducting the market research is considered as the major role of marketing process and its
concerned people (Chokshi, et al, 2016). This research includes gathering the information about
the needs and desires of customers and changing market trends, so that company can
communicate to the customers with its best possible products in the market.
Market segmentations
In today’s globalized era, market is unpredictable, so it is very essential for the firms to do
accurate segmentation. Under this, marketing manager assists in identifying the customers in
diverse market and make efforts to promote their products to them. For example, Cadbury targets
the market on the basis of different characteristics, like; demographic, behavioral etc. For
Cadbury Dairy Milk, the company is targeting the age group 4 years to 50 years. This market is
identified by the marketing division by conducting marketing research (Djekic, et al, 2016).
Brand Equity
Generally, the customers tend to be motivated towards the brands that offer more value to their
products. In this way, the marketing function offers a brand image and builds a strong value of
the organization among its customers. At Cadbury, this function will assist in increasing its sales
volume.
Key elements of marketing function and Interrelations with the functional
departments of organization
The functions of marketing encompass different processes, like; distribution, finance, advertising
and promotion etc. but these processes come under all over marketing process. The major
elements of marketing functions are stated below;
Research
As discussed above, marketing research plays an important for an organization. Generally, it is
considered as most important function of marketing, because without this the growth of business
is impossible. This research assists the organization in getting the material information regarding
different factors related to business process (Hill, Jones, and Schilling, 2014). In addition to
market information, research helps Cadbury in attaining the information about the finance,

MARKETING 7
logistics, resources, raw materials and other business activities. In this way, it can be considered
as important marketing function in Business Corporation.
Strategy
After gathering the information from the research, it is utilized to analyze the potential strengths
and weaknesses about the business operations. This information allows Cadbury to develop the
ideas for strategies that can be used in the company. These strategies give the support and
guidance for competing with the strong competitors in the confectionary industry, like;
Hershey’s, Nestle etc. The company builds these strategies from the outcomes, which are
measured via market research (Hollensen, 2015).
Strategic Planning
After conducting market research and strategy development, the next function is strategic
planning. Under this process, the marketing division at Cadbury includes different activities;
distribution, financial planning, sales projection, communication and other factors. Under this,
company’s marketing department uses a timeline framework to plan the effective strategies for
transforming the objectives into success.
The above mentioned marketing functions are interrelated with other functional units of the
company.
Interrelations with other functional units
At Cadbury, these marketing functions are closely connected with its other functional areas. Here
is an example of finance department that is connected with the marketing department. The
marketing functions of the company need economic sources and funds for developing,
implementing and evaluating the market strategies in the organization. These financial and
economic sources are provided by the finance department of company. Furthermore, these
functions are interrelated with other functions also, like; they need accurate information from
production division about the products and services, manufactured by Cadbury, when they create
a marketing plan. Moreover, they need human resources from Human resource department and
logistic help from supply chain and networking (Lewis, 2013). At Cadbury, the marketing
operations require to be communicated by other divisions. For instance, the human resource

MARKETING 8
policies should be aligned with marketing functions to enhance its sales and production division
should provide the data about products for developing plan. If these functions of marketing will
be unknown about the stock of raw material and production capacity of company, then the
marketing plan of company will result huge losses. Thus, it is very true that all the functions of
marketing are very co-related to other functional areas of the firm, i.e. Cadbury.
LO2: Compare ways in which organizations use elements of the
marketing mix (7Ps) to achieve overall business objectives
Marketing mix is an important tool in the marketing plan of the company. It includes various
elements and strategies, which are essential for a firm from production to the sale of products
and services. Primarily, it includes 4Ps and currently, it is extended to the 7Ps of marketing mix.
Different organizations utilize marketing mix in different ways for attaining its overall business
goals and objectives (Lilly, 2014). In addition to Cadbury, there is one more organization that is
taken into consideration for making comparison of marketing mix, i.e. Nestle. Nestle is one of
the leading competitors, which is also implementing marketing mix in different way. The
comparison of both marketing mixes is stated below;
Marketing Mix Tools Cadbury Nestle
Product Cadbury is offering a wide
range of products in
confectionary industry. The
products and offerings are the
biggest strength of the
company. It is providing
chocolates, bar, ice-creams,
cakes, desserts and biscuits in
different packs (Cadbury,
2017). Other products are
manufactured on the basis of
festive season and special
occasion, like; Christmas,
Diwali etc. The product
While Nestle is offering
different types of food
products apart from
confectionary items. It offers
nutrition and milk products. In
addition to this, the company
is attracting the people by
providing prepared dishes and
beverages also.

MARKETING 9
strategy of the company is
very effective as it is focusing
on attractive packaging of
products, so that it can entice
the customers towards its
chocolates and other
confectionary items.
Price Cadbury is adopting
competitive pricing strategy
for its basic products and
premium pricing for other
products. It was the company
that was ruling the industry
before Nestle entered in the
market.
Whereas Nestle decides its
prices on the basis of
competition. It is very much
flexible on its prices. It can cut
down its prices very quickly
(McDaniel and Gates, 2014).
Place Cadbury operations its
business operations all over
the world. It has expanded its
business in different nations
by using different market
entry options. It is using
effective distribution channels
to deliver the products to its
potential customers (Pike,
2015). Moreover, it is
providing its products to both
rural and urban regions via
wholesalers, retailers etc.
Nestle is also using its place
strategy in an effective way.
The company is also offering
its products worldwide. When
the company enters in any
new market, it prefers to enter
in partnership and merger. The
company has collaborated
with different multi-national
corporations.

MARKETING 10
Promotion The company is very popular
in terms of promotion and
advertisements. Cadbury is
using online and print media
and television broadcasting
also. In addition to this, it is
using attractive taglines for
improving its marketing
efforts, like; “Kuch Mitha Ho
Jaaye” for Dairy Milk
chocolates.
Same as Cadbury, Nestle is
also very famous for its
promotional techniques. It has
lunched various promotional
campaigns to attract the
people. It is also offering the
Meggi brand, for which it is
attracting the customers by
asking their “Meggi story”.
The company is using sales
promotions also.
People Human resources are the
major factor for Cadbury. The
company is providing
effective training to its people,
so that they can gain higher
customer satisfaction by
providing effective services.
Whereas Nestle is hiring the
people, who already have
experience in the prospective
industry. It reduces the need of
training and development
program (Köse, 2007).
Processes The processes play an
important role in the growth of
organization. Cadbury is using
a systematic manufacturing
process that is environment-
friendly. Operations and
functions of all the areas are
very well-organized at
Cadbury.
Nestle is executing different
processes for its different
product line. It is very much
focused on the quality factor
of the products. For its coffee
products, they are following
different factors from planting
to quality assurance. Thus, the
processes of Nestle are
different from Cadbury.
Physical Evidence Cadbury does not use its Same as Cadbury, the logo of

MARKETING 11
physical evidence to entice the
customers. Physical evidence
of this company includes the
logo of organization and
attractive packaging of
products.
organization is the major
physical evidence at Nestle.
The company is offering an
excellent experience by
offering a wide range of
products.
In this way, different organizations use the marketing mix tool in different ways to attain its
overall business objectives. Each and every organization should use these strategies for attracting
a huge customer base towards its products and services (Shah, 2014).
LO3: Develop and Evaluate a Basic Marketing Plan
Under the process of marketing, preparing an effective marketing plan is an effective activity,
when the company plans to introduce a new product in the marketplace. This part of the report
includes the marketing plan of Cadbury, which is planning to introduce a sugar free chocolate
under its Dairy Milk brand. The various essential aspects of marketing plan are stated below;
Marketing Objectives
For its new products, Cadbury will set some marketing objectives, which it wants to attain in the
time frame of next three years. As the Sugar free chocolates by Cadbury are new products in the
industry, so the company will determine the marketing goals and objectives accordingly
(Malhotra, Birks, and Wills, 2013). For these products, the marketing goals of the company are
stated below;
 To enhance its market share by 30%
 To increase its customer base through these new products and services
 To offer 100% customer satisfaction to the people, who need sugar free chocolates
 To increase brand awareness by a significant percentage
For attaining these marketing objectives, Cadbury will develop and implement effective
marketing strategies by targeting the customers, who share similar desires and wants towards the
products.

MARKETING 12
Target Market
Cadbury prefers to sell the chocolates and cookies products than other confectionary items.
Generally, Cadbury targets the customer from all the age groups, children to old age people, but
for this chocolate it will target the people, who are suffering from Diabetes disease and who
cannot intake sugar ingredients. In addition to the diabetic patients, it will target the customers,
who are very concerned for their health and fitness. Increased issues of overweight and obesity
are pushing the people towards sugar free alternatives (Thomas, 2017).
Market Segmentation
Market segmentation is an important part in the marketing plan of the company. Under this, the
company targets the customers by combining different characteristics, like; behavioral,
demographics and psychographic, like; it is targeting the people on the basis of income level and
age group. Generally, the people from each and every age group enjoy the products of Cadbury.
By offering this new product, the company will target the diabetes suffered and fitness
enthusiasts by considering their behavioral characteristics. This market segmentation will assist
the company in approaching the people in the market and attract them towards its new chocolates
(Howell, 2015).
Marketing Mix Strategies
Product
Cadbury is offering variety of products under its brand, like; chocolates, cakes, bars, biscuits etc.
Now, the company is introducing its sugar-free chocolates for the people, who cannot eat the
chocolates and candies with sugar contents. Under the production of this chocolate, the company
will focus on providing higher quality of ingredients.
Price
The pricing of the products at Cadbury is determined on the basis of product quality. There are
various chocolates, which are available on premium prices. The products for this sugar-free
chocolate will be higher than its other products. The company will use competitive pricing for
this product. The company will consider that this is the need of the customers, so they will prefer
to buy the chocolates at any price (Sert, and Köse, 2014).
Place

MARKETING 13
As discussed above, Cadbury is using different methods and distribution channels for delivering
their products to the customers. Under this strategy, the company will deliver the products to
wholesalers and then to retail stores. People can purchase the products from these retailers. Sugar
free chocolates will be available online, from where people can order these chocolates.
Promotion
For promoting its new products in the market, Cadbury will use various promotional and
advertising techniques. The company will prefer to use online media, print media and
broadcasting media for promoting new chocolates. It will promote these chocolates by
sponsoring the sports events, so that it can reach to the sports person and fitness enthusiasts
(Shah, 2014).
People
People are most important resources for the growth and success of the business organization. For
Cadbury, it is same other organizations. The company will provide training to the employees, so
that they can manufacture the sugar free products and providing the services effectively. It will
create a workforce with the well-skilled and trained people, so that it can provide higher
Process
Under this strategy, Cadbury will focus on the manufacturing and production process, so that it
can effectively deliver these new chocolates to target customers. It will emphasize on the quality
assurance and quality control process.
Physical Evidence
At Cadbury, the only physical evidence is the logo of company. The company is using its
physical resources and assets to manufacturing the products. The packaging of the products will
be attractive that will entice the customers towards its products and services.
Action Plan
After creating all the strategies, the organization will focus on preparing an action plan, so that it
can implement the marketing plan in the practice (Wood, 2014). This action plan will include all
the processes and activities, which are required for attaining the overall business objectives. The
action plan for Cadbury’s marketing plan is given below;

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Actions Starting date End Date Responsible
Person
Related
Department
Setting new
objectives and
mission
statement
1/12/2017 - Top level
managers and
Board
Top management
Discussion about
the marketing
objectives and
new mission
2/1/2018 - Management and
Board of
Directors
Senior level
management
Development of
new opinions
and ideas for
decision making
3/3/2018 - Innovative
people of the
organization
All related
departments
Choosing best
alternative and
implementation
of best ideas
2/5/2019 - Marketing
Executives
Marketing
department
Implementatio
n of new
marketing plan
and strategies
2/6/2019 - Advertising
managers and
marketing
executives
Promotion and
Marketing
department
In this way, Cadbury will implement this plan and strategies by following the above given action
plan. It will assist the organization in approaching its customers all over the world.
Evaluation and Monitoring
After the implementation of marketing, it is very important to evaluate and monitor the plan,
whether it is profitable or not. Cadbury will evaluate the implemented marketing plan, whether it
is successful for the company’s processes or not. For this, the company will look at the market
share and its performance in the market (Shah, 2014). It will consider the level of customer
satisfaction by taking feedback from customers through survey, questionnaire and company’s

MARKETING 15
feedback form. This will assist the organization in understanding the deficiencies in the products
or its marketing plan. Apart from this, the success of marketing plan can be evaluated and
measured through the response of competitors in the market. So, Cadbury will look at the
response of its leading competitors, like; Nestle, Hershey’s etc.
Conclusion
From the above report, it can be concluded that Cadbury is very well-known organization in
confectionary industry all over the world. The report states that marketing is an important
function for the organizations, including Cadbury. When, the company introduces its new
products, it needs to create an effective marketing plan. This marketing plan will include all the
strategies. The above mentioned strategies will assist Cadbury in approaching a huge customer
base and increase its sales and revenues in confectionary industry.

MARKETING 16
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