Marketing Essentials - John Cadbury

Marketing
Essentials

INTRODUCTION
Marketing is simply activities which has been undertaken by organisation for promoting
buying and selling of their products or services (Babin and Zikmund, 2015). This process
involves advertising, selling as well as delivering of products and services to customers. This
report is based on Cadbury which is British multinational organisation founded in 1824 by John
Cadbury. Respective project will discuss key roles and responsibilities of marketing function.
Furthermore, relationship of marketing department with other division of Company will discuss.
In addition to this, comparison will be conducted within Cadbury and its competitor Nestle on
the basis of marketing mix process. In the end, marketing plan will be develop for Cadbury and it
will be discuss how marketing plan will contribute in overall marketing objectives.
Activity 1
a.
Marketing is function related to exchange of goods and services. With the assistance of
this medium offering of an organisation bought to the place of consumption and result in
satisfying customers needs. There are several function of marketing in relation of Cadbury
explanation of these are as follows :-
 Market information: It is one of the basic function in which marketing unit of
respective company analyse entire market for analysing demand and requirement of
customers. Marketing information means assessing both internal and external factors
which directly impact growth of Cadbury. Moreover, Company also analyse that
customer like their product or they need some modification. This information will assist
organisation in segmenting their market.
 Product designing and development: Within this marketing function main focus of
respective team is to develop innovative offering that will assist them in grabbing
attention of large customers (Cabrera and Williams, 2014). Main focus Cadbury's
marketing unit is to design product but after analysing entire market. Company can take
effectual decisions for making their customers satisfy by fulling requirements.
Furthermore, marketing unit of respective organisation provide guidance to production
division which is related with design, size and shape of their offering, which they going
to sell their customers.

 Distribution channel: This is also one of the function performed by marketing division,
transportation as well as distribution channel use by respective team for supplying goods
and services to end users. Cadbury is using both online as well as offline distribution
channel for enhancing their customer base. Thus, for online marketing website will be
use and in case of offline products available in stores, supermarkets etc..
c.
Marketing is set of activities conducted by an organisation for selling their products and
services to customers (Cooper And et.al ., 2014). It focus on the philosophy which simply means
that an corporation have to evaluate requirement, demand and need of customers at first and after
that have to take decision for making customer satisfy their needs and wants.
Current and future trends of marketing – In today's competitive business environment
marketing process is getting change as industry is getting develop on regular basis. After
examining it has been analysing that Cadbury is using print media for doing marketing of their
offerings. Such type of marketing tool involve newspaper advertisement, pamphlets, magazines
and many more. Along with this, marketing division of respective organisation also using social
media as effective marketing tool which help them in promoting their offerings and attracting
large number of customers. This marketing technique enhance profitability and market share of
Cadbury.
Marketing process – It is the way in that value will be created by organisation for
customer to making their requirement satisfy. There are four major steps included within
marketing process explanation of these are as follows :-
 First step – In this first step, management of Cadbury analyse external opportunities
which are available within market area. This stage involve demands, needs and
requirement of customers.
 Second step – After analysing market, now its time to target those market place that
generate maximum outcomes (Desai, 2013). Along with this, customers are also divided
as per their demand and offering of company.
 Third step – In this third step, marketing team will develop effective marketing plan that
will help them in promoting their offerings in effective manner for targeting customers.