Marketing Essentials: A Detailed Business Marketing Plan for Cadbury

This report covers the marketing essentials for Cadbury, including a comparison with Nestle, evaluation of different tactics for attaining business objectives, and a detailed business marketing plan for launching Cadbury Noodles. The plan includes a SWOT analysis, STP, budget, profit margin, and marketing mix.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
COVERED IN PPT.....................................................................................................................1
TASK 2............................................................................................................................................1
PART A...........................................................................................................................................1
Compare and evaluate basic marketing plan for Cadbury..........................................................1
Evaluate different tactics applied by organization for attaining business objectives..................4
PART B............................................................................................................................................4
Produce detailed business marketing plan for an organization...................................................4
Design strategic marketing plan that tactically applies use of 7 Ps to attain marketing
objectives ...................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing defines as a process that start right after the designing of a good and services,
production of offerings etc. to gaining sales and delivery. Marketing essential is a crucial concept
that is useful to understood the sales techniques within marketing. It is wider scope that involves
marketing functions, selling techniques, publicity, emphasis on marketing mix dimensions etc.
that are significant concept of marketing (Kim and Lee, 2020). To complete this report Cadbury
is a leading British multinational confectionery company in UK that deals in international
market. The company was founded on 1824 where they sold variety of confectionery products to
customers. Further is also involves comparison of Cadbury with their competitor present within
the marketplace that helps in developing tactics strategies so that targets are attained effectively.
At last it includes the basic marketing plan so that overall objective of business is to be attained
successfully.
TASK 1
COVERED IN PPT
TASK 2
PART A
Compare and evaluate basic marketing plan for Cadbury
Marketing mix refers to a tool that is based on seven elements which are mainly used by
company on order to produce or sell the products on wide level. These elements helps Cadbury
to evaluate their current performance within market effectively (Pike, 2020). By using marketing
elements Cadbury do comparison with other company such as Nestle so they they develop tactics
to improve profitabuility and growth in marketplace. Comparison of Cadbury and Nestle are
demonstrated below by using 7 Ps of marketing mix:
BASIS CADBURY NESTLE
Product Cadbury is a leading UK based
company that work globally.
Company provide wide range of
standard products to customers such
as Cadbury Bournville, Dairy milk,
Nestle is a Swiss based company
that offer varieties of products
such as beverages, milk
products, cooking aides,
chocolates etc. The main items
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Caramel, Oreo, perk, bournvita,
Bytes, Fruit sundae etc. The main
product of Cadbury is Dairy milk
due to which company regain
popularity in international market.
that Nestle offers is Nescafe,
Nestea, Maggie noodles, Maggie
Pasta, Kitkat etc. Hence, to
compete Cadbury leadings I.e.
Bournville or Dairy milk, Nestle
offer Alpino (Cooper, 2020).
Price Cadbury set the prices of their
products as per quality range of
products. Such as for Bournville
they offer high price where they
target elite people. Whereas for perk,
Eclairs, Five Star they follow
competitive pricing strategy where
they charges as per rival to attracts
large base of customers.
Nestle set their price of products
as per individual products, such
as for Nescafe and Maggie
company adopts skimming price
to attracts large base of
customers as these products of
nestle are attractive because of
quality. For other products they
adopts economic pricing strategy
Munch etc. to attract maximum
number of customers effectively.
Place Recently company operate in around
200+ countries mainly in Asia,
European, America continent etc.
and Cadbury sell their products
online where every customer reach
in all over the globe. This developed
company visibility and customer
base in global market due to high
appreciable channel of distribution.
Nestle operate at global level and
their products are easily avail at
superstores, retail shops and in
urban and rural areas. This have
forms of distribution such as
retailers or online stores where
they attracts large base of
customers on global level.
Promotion Cadbury offer several promotional
strategy to advertise their products.
As they adopts the use of
newspaper, tevelvision, use of
Nestle is a leading company that
promote their products using
traditional or modern marketing
where they adopts the use of
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internet where number of people
spend most of their time and this is
beneficial for company to maximise
sales (Proctor, 2020).
Billboards, social media tools
(Facebook, Instagram etc.) to
attracts and create awareness in
the eyes of customers about
products.
People Cadbury highly emphasis on the
development of workforce by
offering proper training to
employees so that they achive the
goals proficiently. It is essential for
Cadbury to attract customers and
solving their issues frequently. This
also helps in develops customer
loyal towards company. By offering
training to employees they feel
comfortable and satisfied and
performed task effectively.
Nestle treat their workers and
customers on priority basis. As
they ensure that demands of
customers is fulfilled on
preference basis so that customer
level of satisfaction is high. For
this they offer proper training
session to employees using
coaching and mentoring so that
they deliver best product and
service to gain profits for
company success.
Process Cadbury adopts various process to
deliver the products to customers on
appropriate basis. To deliver
products company emphasis on their
operational process where they has
stores and warehouses at prime
location. Company also update their
production or manufacturing process
by updating machines so that quality
of products are generated.
Nestle also adopts online
process to deliver the products to
customers where, users order the
product online and it is delivered
to customers in effective manner.
Thus company also ise advanced
production and manufacturing
machines to manufactured the
product timely and efficiently.
Physical evidence The Physical evidence of Cadbury is
their packaging of products that is
easily identified by customers in a
The main physical evidence of
Nestle is the official website and
attractive packaging of products
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crowd. It helps in attracting and
maintaining loyal customers
prominently.
due to which customers easily
recognised the products of
customers at a superstore.
Evaluate different tactics applied by organization for attaining business objectives
From above information of marketing mix Cadbury understood its correct position in
marketplace and areas where they need improvements. Therefore company adopts the bundle
pricing in which they offer varieties of products to customers on discount and offers as bundles.
In this company need to ensures that their products are available at every retail and supermarket
store so that wide purchase of offerings is to be done (Charlesworth, 2020). Cadbury need to
become popular for strong sales and marketing network because products are easily accessible to
users at different location on international basis. It helps in attaining business objectives
prominently.
PART B
Produce detailed business marketing plan for an organization
Marketing plan is presented as a operational and formal document that outlines several
promotional strategy of company. This benefits the business firm in attaining the targets and
customers attraction so that high profitable results are enjoyed by company. With the use of
marketing plan, Cadbury is able to focus on take strategic decisions related to launch of new
product enter into the market. It also help in segmenting, targeting and positioning themselves in
an appropriate manner.
Executive summary
Cadbury is a leading British multinational confectionery organization that serve their
presence in global market. This company is founded by Mondelez international that is situated in
London, England. At present Cadbury operate in around 40+ countries and famous for their
effective range of products such as Dairy Milk, Bournville, cream egg etc. Now to enhance their
market share Cadbury emphasis on introducing the Cadbury noodles so that they capture the
large share in marketplace (Xu and Gao, 2021). For this organization develop marketing plan so
that high sales and revenue can be earned that is crucial to lead the confectionery global market.
Vision
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The vision of Cadbury is to work together to create a brand that people love. On this
vision company is working for attracting large base of customers effectively and efficiently.
Mission
The mission statement of Cadbury is based on offering quality products and to maintain
reputation they offer quality; as Cadbury commitment is to continuous improvement will ensure
that company fulfill their promise.
Objectives
Business objectives helps organization in deciding what company want to attain. SMART
objectives in terms of Cadbury are presented below:
 Specific- Cadbury is plan to develop their sales around 30% by introducing Cadbury
noodles.
 Measurable- In this Cadbury measure their performance using Bench marking technique
so that their sales would be enhanced.
 Attainable- To attain the objective of launching Cadbury Noodles in marketplace
company need to employees skilled workforce and for this they follow participate
leadership style to guide workers (Seebacher, 2021).
 Relevant- To develop sales Cadbury plan to increase market share by 15%.
 Time bound- The estimated time for attaining the goal is around 5 months.
Swot analysis
It is a strategic tool that help Cadbury to assess strength, threats, weaknesses and
opportunities in proper manner. By this company give tough competition to their rival.
Strength Weaknesses
 Strong brand loyalty of Cadbury is one
of the major strength. It is developed
because they offer premium and
economic price products to customers.
Although company have reowned
market leader in chocolates as they
have an effective distribution channel
in 40+ countries.
 The major weakness of Cadbury is
developing controversies related to
worm and cockroaches in the products
because of this customers lose their
trust on company.
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Opportunities Threats
 Emphasis on Online market is an
effective opportunity for Cadbury due
to which high base of customers are
attracted towards it within small period
of time.
 More competitors are present in market
such as Mars, Nestle etc.
STP
 Segmentation- There are various ways by which company segment their customers in
various manner such as demographic, geographical, psychological and behavioral
segmentation (Mintz, Gilbride, Lenk and Currim, 2021). In terms of Cadbury,
organization segment people in terms of demographic basis mainly on age and income
basis.
 Targeting- Cadbury is mainly emphasis on targeting the people on the basis of age
factor. Targeted customers of company are mainly from above 8 years to 40 years. This is
done so because these age groups people are highly interested to eat confectionery
products.
 Positioning- In order to maintain the position on global level Cadbury emphasis on
advertise their product using social media and campaigning for launching Cadbury
Noodles. To develop position of Noodles Cadbury deliver free samples to customers so
that they know about the new product in a better manner.
Budget
Total cost for introducing and producing a new product i.e. Cadbury Noodles is
mentioned below:
Particulars Amount (€)
Advertising 100000
Employees training 120000
Raw materials 100000
Machineries 110000
TOTAL 430000
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Profit margin
Company emphasis on introducing new product to develop their profitability by 15% in
coming 12 months.
Monitoring and controlling
To control the operations at Cadbury manager highly emphasis on using the key
performance indicator because it benefit the company. It also helps in comparing the past
performance with current performance so that high profitable margin is to be enjoyed by
company in appropriate manner.
Design strategic marketing plan that tactically applies use of 7 Ps to attain marketing objectives
In order to maintain and analyse the performance of new launching in marketplace,
marketing mix is presented so that company attain their objectives effectively and efficiently:
 Product- Company introduced new product within marketplace i.e. Cadbury noodles for
generating high revenues.
 Price- For deliver the Cadbury Noodles, company decide to rate their product on low
pricing strategy so that number of customers are attracted towards and buy the same
(Purohit, Paul and Mishra, 2021).
 Place- This particular product is available offline on all stores and also on online market
so tat large base of customers buy's it.
 Promotion- In terms of Cadbury, company is going to offer free samples to customers as
it helps in promote the products and attracts customers towards it. Further company also
use innovative social media advertisement so that large base of customers are attracted
towards it.
 People- To launch Cadbury Noodles, Manager emphasis on offering training and
development sessions to employees so that production of Noodles done in proper manner.
 Process- Manager of Cadbury adopts the use of lean methodology so that company
eliminate to spend the extra cost at the time of performing activities.
 Physical evidence- The physical evidence of the product is advertisement and free
samples of the noodles that will be distributed to customers (Islam, 2020).
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CONCLUSION
From the above information it is to be concluded that marketing essential is essential
concept within an organisation. This elucidates the elements of marketing mix where
organisation do comparison with the competitors so that effective tactics are to be developed
effectively. After that a marketing plan is to be developed under which a launch of new product
is to be presented within the market so that company attain more profitable results within the
marketplace.
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REFERENCES
Books and Journals
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Cooper, C., 2020. Essentials of tourism. SAGE.
Islam, M.M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
Mintz, O., Gilbride, T.J., Lenk, P. and Currim, I.S., 2021. The right metrics for marketing-mix
decisions. International Journal of Research in Marketing, 38(1), pp.32-49.
Pike, S., 2020. Destination MarketingDestination Marketing: Essentials.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing. Routledge.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services, 58, p.102275.
Seebacher, U.G., 2021. B2B Marketing. Springer.
Xu, J. and Gao, X., 2021. E-payment systems, e-marketing, and e-advertising. E-business In The
21st Century: Essential Topics And Studies, 7, p.125.
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