Marketing Essentials: A Detailed Marketing Plan for Cadbury

This report discusses the role and responsibility of marketing, marketing plan and marketing objectives of Cadbury. It includes a basic marketing plan and a detailed coherent evidence-based marketing plan for Cadbury. The report also covers a comparison of the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives and evaluates different tactics applied by organisations to demonstrate how business objectives can be achieved.

Marketing essentials
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INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
Part A...............................................................................................................................................3
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives....................................................................3
Evaluate different tactics applied by organisations to demonstrate how business objectives can
be achieved.............................................................................................................................6
Part B...............................................................................................................................................6
Produce and evaluate a basic marketing plan for an organisation of your choice.................6
Produce a detailed coherent evidence – based marketing plan for an organisation...............7
Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives...............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing is defined as a process of buying and selling services and products that help
organisation to fulfil their objectives. Nowadays business organisations are becoming market
oriented which forces them to emphasise upon marketing activities and practices (Al Dhahab and
Jassim, 2021). In this marketing manager undertaker advantage of different type of roles and
responsibilities such as marketing research, promotion, advertisement, brand management,
internal communication and more. Report has been conducted on Cadbury which is operating its
business services as a British multinational confidently organisation founded in the year 1824.
This organisation provides that products and services worldwide which makes marketing an
essential aspect for company. Reports is inclusive of discussion on the role and responsibility of
marketing, marketing plan and marketing objectives of organisation.
TASK 1
Covered in PPT
TASK 2
Part A
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Cadbury with Nestle which are as follow:
Marketing Mix Cadbury Nestle
Product Charging is operating as British
multinational organisation which
offer number of products such as
beverages, chocolate, dessert,
biscuits, ice cream and all-season
items.
On the other hand, Nestle offer wide
range of products such as pet food,
breakfast cereal, baby food items
ice cream, bottled water and more.
Price Cadbury undertake use of inclusive
play strategy in order to offer their
On the other side Nestle is an
established company so it offers
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products and services to consumer
segment.
their services and products in
premium price segment as it have
consumer base is loyal.
Place Cadbury is offering that business
products and services with
approximately 25,000 outlets in the
provinces of United Kingdom,
America etc. As compared to Nestle
Cadbury is having lesser number of
stores however it has been underlined
that organisation as having outlets in
rural areas.
Nestle provide their services and
products at premium price range
that can be afforded by proper level
of income level individual so it
offers their services mostly in urban
areas.
Promotion With the help of various promotional
methods such a social media,
pamphlets, radio and more Cadbury
promote the services and products.
This organisation also invests large
amount of money in promotion and
communication as to influence
consumer attention.
On the other side, Nestle take
advantage of celebrity endorsement
and TV Advertisement to attract
individuals.
People Cadbury is performing its business
operations by recruiting potential and
talented staff members. Cadbury
developing in an effective manner as
it keeps employee satisfied by
providing them non-financial and
financial rewards
Nestle does not emphasize more
upon its employee satisfaction as
this organisation consider business
profit and most important aspect.
Process Different type of processes has been On the other side, nestle emphasize
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undertaken by Cadbury for effective
utilisation of resources and making
improvement in business system. For
example, Cadbury undertake
advantage of maintaining healthy and
hygienic standards and trained
manpower as to contribute in success.
on profit maximization instead of
business process.
Physical evidence Cadburys operating with almost
45000 stores by the year 2017.
Organization is also looking forward
to expand their physical evidence
with the help of launching number of
outlets by 2022. Cadburys biggest
physical evidence of company is it
satisfied consumer base.
With having more than 33875
outlets Nestle operates all around
the world. In addition to this
increase market share and huge
market expansion is the strongest
physical evidence of company.
Evaluate different tactics applied by organisations to demonstrate how business objectives can be
achieved.
Most essential tactics of marketing mix is inclusive of price, place, promotion, product,
physical evidence, process and people. Cadbury marketing manager by effectively focusing upon
these components can assure higher level of growth and success and can fulfil organisational
objectives in an effective manner (Berkowitz, 2021). It has been evaluated that product elements
assist organisation in evaluating the form of services and products consumer wants along with
the manner through which they can satisfy their requirements. In addition to this product, price
and promotion activities effectively asset company in attaining satisfaction of consumers that
automatically helps business to in enhance its productivity and profitability. Furthermore, while
focusing more on process element Cadbury can strengthen their position in competitive market
segment. While it has been identified that the physical evidence of Cadbury makes it different
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from other rivals in industry. Thus, it can be said that marketing mix elements allow organisation
to fulfil desired results in an efficient manner.
Part B
Produce and evaluate a basic marketing plan for an organisation of your choice
The basic marketing plan for Cadbury is been developed with the help of emphasising
upon specific forms of task. Organisation is required to develop clear understanding of potential
set of consumers. Cadbury is operating as a large-scale organisation. In this with the help of clear
marketing research company can understand the main needs and demands of consumer along
with the current trend. It is essential for organisation to deliver products and services according
to consumer requirement (Lestari, 2021). In this company is required to emphasise upon
important feature of the product and services. It has been identified that identification of target
consumer segment is the second most essential aspect in marketing planning process after
research. In this organisation is required to have clear direction on their final consumers, as this
will help company to plan accordingly. Organisation is also required to identify their main rivals.
It has been evaluated that competitor analysis assist Cadbury to learn about the current marketing
trends along with the advantages and disadvantages of market in effective manner. Furthermore,
marketing manager of Cadbury by evaluating the research can making strategy as per the
requirements and needs of marketing and can assure success (Borisova, 2021). Furthermore, they
are required to propose a budget for marketing activities and create well defined objectives and
goals with the specific timeline. Utilisation of effective channel of marketing include essential
activities through which Cadbury can target audience. In this marketing manager of Cadbury is
required to mainly emphasize upon using digital channels to promote their marketing plan. At
last evaluation of marketing plan and monitoring the result to check its effectiveness helps in
accomplishing marketing plan objectives.
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Produce a detailed coherent evidence – based marketing plan for an organisation
Marketing plan performs important role in business plan as it is inclusive of number of
techniques and tools through which organisation can develop marketing strategies and can assure
higher competitiveness in environment. Marketing plan acts as a blueprint and provide a
formative direction through which organisation can attract large pace of consumers. In terms
with Cadbury marketing manager with the help of marketing plan company can undertake
necessary steps by emphasizing upon different types of marketing events like price, place,
promotion, product, physical evidence and more (Garrod, 2022). This help company to fulfil
their marketing objectives and time effective manner
Company overview
Cadbury is operating as a leading multinational British confectionery organisation. This
entity was established 1824 by John Cadbury. Cadbury provide various forms of products which
is mostly made from pure milk. Number of products of Cadbury is already established in markets
such as caramel, fruit and nuts dairy milk and more. This organisation mainly offers their
services and products in discounted rates and affordable price range as to influence attention of
all the base of consumer segment from all the income group.
Vision- “to develop happy and peaceful society by building trust within consumers. With the
help of this mission statement Cadbury treats all the consumers in an effective manner.
Mission –“to undertake advantage of asset inventory, assets funds to satisfy needs of consumers
and bring change in society in equal proportionate.
Marketing objectives:
 To increase market share by 15% within 2 years
 To offer better form of consumer satisfaction
 To develop Vanila Crunch, a product of company as to increase organisation overall
market share by 30% within upcoming 3.5 years
Situation analysis
Before developing business, plan Cadbury marketing manager is required to evaluate
both internal and external business environment that can be determined by below mentioned
analytics tool
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PEST analysis
Political:
Dynamic change in legal taxation policies regulation which comes under this section
(Koushik, 2021). It is essential for Cadbury marketing manager to identify political stability in
the countries in which they are bringing their new product before expanding in new areas.
Economic:
In order to sure higher growth and ensure success of the new product that are required to
evaluate income level of individual in order to provide them services and affordable pricing.
Social:
Proper consideration of social needs as well as cultural values assist Cadbury to ensure
higher level of success.
Technical:
By taking advantage of technologies like social media as well as other digital platforms
Cadbury can attract large base of consumers.
STP analysis
Segmentation:
In order to segment new product Cadbury, undertake use of geographic as well as
demographic factors as it aid company is segmenting market in effective way. Company will
select youngsters and adults for new product.
Targeting:
To assure better form of growth Cadbury will target younger individuals, children and
adults.
Positioning:
In order to attract target base of consumers Cadbury will undertake of advertisement and
promotional tools like Facebook, Twitter and TV ads.
SWOT Analysis
STRENGTH WEAKNESSES
 Cadbury is having highly satisfied
consumers which is its major strength.
 Strong base of brand image in United
 Major weaknesses of Cadbury are
having in terms of poor financial
resources.
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Kingdom.  Lack of human resources is also major
weaknesses of Cadbury.
THREAT OPPORTUNITIES
 Cadbury is facing threat in terms of
increase in market competition.
 Dynamic changes in technology tools
and techniques and political factors is
facing threat of threat.
 Cadbury is having opportunity in
terms of market expansion.
 With the help of technological
advancements Cadbury can capture
more base of customers.
Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives.
Product:
It is an important aspect in which company product will be in high quality in which
company assures availability and branding properties effectively (Jamal and Lee, 2022). Cadbury
is required to fulfil consumer requirements and needs. Cadbury other products services across the
nation along with basic facilities with high quality transportation services.
Price:
Cadbury will offer its Vanila Crunch in affordable pricing segment as to grab customers
from all income level.
Place:
For better growth and competition with competitors in industry Cadbury will offer their
products in both rural and urban market.
Promotion:
In order to attract large base of consumers Cadbury will undertake advantage of social
media platforms such as Instagram, Facebook as these is cost effective and have a tendency to
influence large base of consumers.
People:
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Cadbury mainly emphasize upon its employees as they consider workers as an important
asset and without that satisfaction level business importance cannot be operated.
Process:
The activities and practices of Cadbury will be operated in a systematic way as to fulfil
desired goals and marketing plan in efficient manner.
Physical evidence
For Cadbury highly satisfied consumers and employees will work as physical evidence
for organisation.
Marketing budget and control
In order to execute the above-mentioned marketing plan Cadbury marketing manager is
required to set a market budget as without proper financial resources company cannot fulfil their
desired marketing goals in an effective manner to accomplish successful marketing plan
execution. Cadbury decided to set total 12000 Euro for controlling the project. Cadbury will
undertake advantage of cost-effective analysis and rating scale as it helps company to enhance
the effectiveness and efficiency of the marketing plan.
Marketing Budget
Particulars First year Second year Third year Fourth year
Initial money 7000 4000 5000 5000
Investment 11000 10000 8000 4000
Total 17000 14000 13000 9000
Marketing outlay 17000 3000 2000 7000
Promotion 4000 1000 3000 2000
Sales publicity 3000 3000 2000 2000
Direct selling 6000 3000 2000 1000
Total 30000 10000 9000 12000
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CONCLUSION
According to the above-mentioned report it has been concluded that marketing is an
essential aspect for an organisation irrespective of its size and scope as it is inclusive of number
of elements such as price, place, promotion and other elements through which company can
effectively enhance their market share. It has been identified that with the help of undertaking
advantage of different type of marketing tools and techniques such as attractive advertisement
promotion organisation can influence attention of number of consumers. Present report also
states that with the help of taking advantage of key roles and responsibilities marketing manager
of company can fulfil organisation marketing objectives and can be sure higher growth and
profitability.
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REFERENCES
Books and Journals
Al Dhahab, S.M.H. and Jassim, S.H., 2021. Effect Of Internal Marketing In Procurement
Strategy Implementation: A Case Study In General Company For Electronic
Systems. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(08), pp.3079-
3093.
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Borisova, O.V., 2021. The Evolution of Business Models and Their Improvement Prospects.
In Complex Systems: Innovation and Sustainability in the Digital Age (pp. 285-293).
Springer, Cham.
Garrod, B., 2022. Collaborative Marketing. In Encyclopedia of Tourism Management and
Marketing (pp. 1-3). Edward Elgar Publishing.
Jamal, T. and Lee, S., 2022. Ethical Tourism Marketing. In Encyclopedia of Tourism
Management and Marketing (pp. 1-3). Edward Elgar Publishing.
Koushik, M.V., 2021. Impact of Digital Marketing Strategies in Reshaping the Buying
Behavior. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(09), pp.316-326.
Lestari, S., 2021. Digital Marketing Application Training For Small And Medium
Enterprises. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(11), pp.1267-1271.
Line, B., 2021. The New WBGU: A Social Media Marketing Strategy.
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