Marketing Strategy for MBA Programs

This assignment focuses on developing a comprehensive marketing strategy for MBA programs using the extended 7Ps framework. It examines various aspects like Segmentation, Targeting, Positioning (STP), product differentiation, pricing strategies, promotion mix, people, process, and physical evidence within the context of higher education marketing. The assignment encourages applying marketing principles to attract and retain students in the competitive graduate school landscape.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function of Cadbury....................................1
P2 Impact of roles and responsibilities of marketing function on Cadbury...........................4
TASK 2............................................................................................................................................6
P3 Different marketing mix applied to marketing planning of Cadbury................................6
TASK 3..........................................................................................................................................11
P4 Marketing plan of Cadbury.............................................................................................11
CONCLUSION:.............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing essentials generally assists the firm in order to generate brand awareness
which will be covered in this report. These are required for the business in order to manage
customer relationship and customer’s needs. The report will cover the key roles and
responsibilities of marketing function in order to provide a wider context to the firm effectively.
Moreover, the different ways in which the marketing mix is applied to the marketing planning in
order to achieve the desired goals and objectives will be covered in this report. Developing
understandings regarding the customer requirements and demands to make effective Customer
Relationship Management (CRM) will be discussed in the report.
Cadbury being a multinational British organisation is a confectionery firm founded in
1824 by John Cadbury. It is world's second largest industry manufacturing chocolates and other
products employing around 70,000 employees. Cadbury has its head office in London, UK. The
company being a confectionery unit requires a variety of marketing mix products and services so
as to grow with the coming years.
TASK 1
P1 Key roles and responsibilities of marketing function of Cadbury.
Marketing is an essential activity which converts raw materials into finished products and
delivers goods of manufacturers to end consumers. Thus, marketing refers to as an activity of
distribution of goods and services (Hauser and Shugan, 2008). Various marketing functions
needs to be considered by Cadbury for dispatching its products to customers. These marketing
functions are customer services, marketing research, advertisement and promotion, development
of production process and lastly, sales. Cadbury being the largest confectionery industry having
huge sales turnover in 2016 which generated revenue of $3 billion.
Role of Marketing Function for Cadbury.
Various roles adopted by Cadbury and its managers focuses on creating value for the
organisation by promoting the brand. The marketing department personnel helps the company in
promoting its brand image through various sources such as print media, radio, newspapers,
magazines etc. so as to create an image in the minds of the consumers that builds a stronger
brand (Armstrong and et.al., 2015). Moreover, the role of marketing department is to prepare
strategy so that products of Cadbury can be easily sold. Thus, senior member of marketing
department takes responsibility to formulate strategy. The line managers are responsible for
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promoting and creating valuable image of brand by providing quality services and products to
the end consumers. Thereby, they are responsible for managing the brand image (Armelini and
Villanueva, 2011).
Cadbury Company's marketing department is benefited by setting strategies such as to
develop product's demand in a particular sector or area, it is required that careful analysis of the
area is done and marketing objectives may be attained. Next role of marketing department is to
conduct market research in that particular selected area where demand is required to be fulfilled
in accordance to needs and preferences of customers in the best possible way (Armstrong and
et.al., 2015). It is responsible to design product which help to attain needs of customers in
accordance to the marketing research results arrived at. Product is developed in accordance to the
preferences of customers and as such, improvement is done in existing products, if there are any
shortcomings. This help to design new products with no flaws in it to accomplish consumer
satisfaction in effective way (Peter and Donnelly, 2011). Moreover, marketing research is
essential to analyse presence of competitors which can outreach it and as such, it is required to
analyse strengths and weaknesses in effective way.
Another role of marketing department at Cadbury is to create promotional campaigns and
advertisement in such a way that enhances brand image thereby generating revenue for the
company as sales would increase.
Responsibilities of marketing function of Cadbury.
The marketing functions of Cadbury takes into account various responsibilities by
integrating with other departments so as to carry out activities competitively. In this context, the
marketing manager is responsible for carrying out processes related to planning and execution so
as to enhance productivity. Marketing function is helpful to analyse demands of potential
consumers and then preparing those products to sell them by initiating promotion in effective
way. The basic marketing functions includes gathering information, market planning, designing
of products, standardisation stage, labelling and packaging, branding, promotion and customer
support services. These functions are quite important so that company may achieve objectives
with much ease. In addition, these functions are carried out by the marketing department who is
purely responsible for it (Jain and Haley, 2009).
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Cadbury's marketing function refers to carrying out various researches which will show
company the right path to move in a particular direction. Advertising, sales promotion and
modern promotional tool such as internet plays crucial role in adequate promotion of company's
commodities (Luan and Sudhir, 2010). Moreover, to promote products, Cadbury needs finance
so that it may be able to promote products. The promotion will enhance brand image and in turn
will increase its sales thereby generating profit. This confectionery industry is using marketing
functions by incorporating several tools of promotions and new techniques of production. The
top management is responsible for carrying out directions for line managers who are then
responsible for guiding the workers so as to produce efficiently (Hauser and Shugan, 2008).
Moreover, it is the responsibility of marketing department that labelling should also be
provided in an attractive way so that nutritional facts may be underlined for customers. After a
product is fully prepared to sell to customers, it is required that promotional tactics should be
implemented which is the key role of marketing so that adequate promotions may be done to
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Illustration 1: Various functions of Marketing
(Source: Cadbury Fact Sheet, 2018)

achieve marketing goals in an effective manner. This is important to achieve marketing tactics to
promote products in the best possible way.
P2 Impact of roles and responsibilities of marketing function on Cadbury.
Marketing environment consists of various competitors and substitutes in the market.
The impact of various strategies and decisions of marketing department on Cadbury's
performance needs to be evaluated so as to achieve competitive advantage. The organisation
need to focus on the better performance in the production as to meet challenges by the
competitors of the organisation. Promotion of the products should contain the legal evidence and
the marking of the various copyrights, trademarks must imply as to prevent the duplicates made
same as the company's products (Peter and Donnelly, 2011).
Through marketing functions any business organization can achieve success and growth.
Cadbury marketing department work towards enhancing its revenue through increase in sales. It
helps to maintain cordial relations among different departments and as such motivates them to
perform better so as to fulfil one common goal. The marketing department focuses on devising
good strategies for the company as competitive marketing strategy will help Cadbury to position
its product in the market exclusively which will impact its sales and hence its revenue will
increase (Armstrong and et.al., 2015). The marketing is termed as a systematic process which
involves analysing, researching, deciding and implementing strategies so as to achieve
competitive advantage by the firm.
The marketing manager is responsible for carrying out various researches and analysis for
the company as Cadbury is facing a competitive environment being a monopolistic firm where
entry and exit have less barriers. The manager is responsible for developing strategic plans for
the organization by collaborating with other departments such as finance, sales, human resource
etc. so as to design plans without deviations. The finance department is responsible for preparing
of various financial activities and budgets for other department and as such marketing needs to
integrate with finance personnel so as to distribute various expenses in a proper manner (Jain and
Haley, 2009). The roles and responsibilities of marketing functions on strategic areas of Cadbury
are:
Marketing information system:
The MIS plays a vital role by providing various information’s necessary to carry out
business operations. Cadbury requires fast production and quick delivery of products to various
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regions and with clear communication channels. The information system at Cadbury provided
each and every crucial data to marketing managers so as to refill stock as and when necessary.
Brand image:
The marketing of products builds an image in the minds of the consumers which
enhances their sales margin. Thus, marketing and promotion should be done in an exclusive
manner thereby creating brand equity and helps Cadbury to raise its production units. The correct
manner of advertisement will lead success and growth for Cadbury including attractive
packaging.
Regulating marketing environment:
The environment faced by Cadbury is dynamic and changes on a regular basis affecting
decision making and operations of the organization. Both the micro and macro environment
impact scale of operations thereby forcing managers to develop strategies for evolving products
and enhancing services (Jain and Haley, 2009). The social, political, economic reforms as well as
technological changes impacts Cadbury performance in the industry.
Market research and strategies:
The marketing function involves various researches carried out by managers to identify
needs and desires of consumers so as to produce goods accordingly. The market research is vital
for Cadbury to gain competitive advantage over competitors as the monopolistic nature of the
company experiences high rivalry (Armstrong and et.al., 2015). The development of market
strategies brings out various advantages for the confectionery industry.
Segmentation of market:
With globalization, the market needs to be segmented as wealth has been accumulated in
few hands and majority is still striving for a living. The marketing manager needs to segment
areas of higher requirement and regions of lower demand for Cadbury products and thus decide
pricing strategy.
Finance – This department is crucial in every organisation as it helps in providing funds in order
to perform activities. It is also connected with marketing function. The role of finance in this is
to provide resources in order to develop strategies of promotion, advertisement, etc.
HRM- It regulates the overall work force in organisation. It is related to marketing function as it
assigns roles and responsibilities to people who are engaged in sales. They evaluated their
performance on basis of set goals.
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TASK 2
P3 Different marketing mix applied to marketing planning of Cadbury.
Marketing is a department in an organization which works towards achievement of goals
undertaking marketing functions. Marketing mix, on the other hand refers to as a part of
marketing function and includes all those activities which are necessary from manufacturing till
distribution of products to end consumers. Before there were only 4P's of marketing mix which
further extended to 7P's.
Thus, marketing is a multi-discipline which involves marketing mix factors which affects
a company's endeavour to reach its customers (Hedin, Hirvensalo and Vaarnas, 2014). Marketing
mix refers to the set of tactics which a company uses to promote its brand or product in the
market. The 7P's of marketing aids in decision-making for a company in the global competitive
market. For Cadbury it is vital to set targets to be achieved with the help of the 7P's of marketing
mix. These are:
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Product:
The term product refers to anything tangible which could be offered to the customers
beyond their expectations and includes both goods and services (Peter and Donnelly, 2011).
Cadbury is designing and manufacturing its own products so as to improve customer satisfaction
by enhancing the product packaging and quality. The company has a wide range of products
which includes
a) Chocolates: Fruit & Nut, Dairy Milk, Perk, 5 Star, Eclairs, Gems, Temptation, Nutties etc.
b) Beverages: Drinking Chocolate, Bournvita and Cocoa.
Cadbury is one of the biggest chocolate brand in the world which is known for its specific tastes
and flavour in the market. Its Dairy milk bar is most popular chocolate in the world which has
high selling rate. Cadbury needs to develop some of its effective chocolate product according to
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Illustration 2: Cadbury Products
(Source: Peter and Donnelly, 2011)

the demands of customers. The company managers need to evaluate market and conduct research
so as to produce heterogeneous product for its customers.
On other hand nestle provides variety of products it includes KitKat, smarties, etc.
Moreover, it also produces coffee, cereals, baby foods, drinks, etc. company provides dairy
products as well. Nestle is having a strong customer base in India. Although it has low market
share in chocolate but is giving tough competition to Cadbury in other areas.
Price:
The pricing strategy of Cadbury is another major function performed by marketing
department. Price being a major factor of marketing mix implies it tends to rise with improved
quality (Luan and Sudhir, 2010). The major aspects affecting pricing strategy of Cadbury are:
 Price elasticity of demand
 Corporate objectives
 Cost incurred in manufacturing
 Cost of raw materials
 External environmental factors and sources
Thus, Cadbury has focused on all segments of the market when it comes to pricing of the
product. The pricing strategy used by Cadbury emphasises on satisfying customer thereby
monitoring the reactions of the competitors as well. Products like perk and five star gives the
taste of Cadbury at a low price. Price is the factor which pay by customer in order to utilisation
of specific product and services effectively. Cadbury must select the pricing policies which is
affordable for the business and their existing customers in the market as well.
Nestle pricing strategies differs according to their products. They set price according to
competitors. The price of nestle products is standard for each market segment. Nestle covers
many subsets of markets. Besides this, it is easy to differentiate pricing of both companies.
Place:
The term place refers to distribution of products to the target customers at a particular
point. Cadbury has a widespread distribution network and channels as well as inetrmediaries
which helps in delivering of products to the target market. It manufactures its product in England
and sells all over the world which includes 200 countries at present (Jain and Haley, 2009). The
distribution network for Cadbury is as follows: -
Company >> C&F agent >> Distributors >> Retailers >> End Consumers
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In marketing mix strategy of the organisation, placement and distribution channel play a vital
role in order to bring the product and services towards their targeted customers (Peter and
Donnelly, 2011). In case of Cadbury, according to market research the organisational marketing
professionals need to develop product position and place it effectively in order to reach to their
potential buyers in an effective way.
Nestle products are easily available in the market. They are also having an extensive
distribution network through which products are provided in every area. It follows the same
concept of distribution network as Cadbury.
Promotional:
It involves activities like advertising and promotion of company's products and services
through various sources such as print media, television, internet, newspapers, magazines etc.
Promotion is most essential factor for each company in order to make their product and services
more popular in the existing market in which the organisation wants to gain potential outcomes.
Cadbury uses various promotional tools for marketing of its products so as to create awareness
and position in the market (Luan and Sudhir, 2010). Cadbury spends a lot on promotion and
positioning of its product. Cadbury celebrations is usually bought for the purpose of gifting as it
is positioned in the minds of the consumers. Though the rural segment of Cadbury is weak the
managers are continuously engaged in promoting in those areas as well. Thus, Cadbury should
focus on making strategies which emphasizes on building positive public relation with their
customers which will generate revenue thereby creating brand and product awareness. Nestle
effectively promotes its products through various advertisement media. The company gives ads
on TV, newspapers, etc. to attract customer. Besides this, it promotes it through social media.
Nestle is able to develop a strong customer base in India by effectively promoting their products.
Moreover, they give offers in festive seasons like Cadbury.
People:
It consists of human resources vital to an organization. They usually play dynamic role
from accomplishing manufacturing activities till sale of finished products. The people are an
important marketing mix element. Every company including Cadbury relies on human resources
for carrying out various functions (Messaoud, 2013). Cadbury being a leading manufacturer of
chocolates and sweets believes on the fact that the right people is as important as the product.
Thus, the managers at Cadbury are engrossed in recruiting right people for the right task based
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on interpersonal skill, aptitude, product knowledge etc. The organization uses dynamic human
resource force and uses it generously by retaining talented employees through motivation. The
company emphasizes on enhancing its sales with the help of people associated in the production,
distribution and packaging process (Luan and Sudhir, 2010). The managers, employees and
intermediaries are responsible for delivering right product to target market thereby increasing
profit margins. Thus, human resources play crucial role in accomplishing tasks as no business
can run on machines.
Nestle is also having skilled and qualified work force that helps in manufacturing
products. The company hire employees on basis of their experience and abilities. It is having a
large number of people working in different departments.
Process:
It involves the basis on which business develops products and services. Cadbury involves
a tangent way of processing its product. The processes of the organization must have customer
focused business operations. The main objective of the company is to provide a customer
focused effort to excel in the business. All products and various services needs timely delivering
process and refill of stock needs to be checked using processes and systems (McQuarrie, 2014).
Cadbury purchases cocoa beans from Ghana for its chocolates and is manufactured in plants
based in England. It uses instant machineries to blend, process, cut and design the product.
Process refer to the method in which the organisation executes their business process and
marketing services efficiently. Cadbury needs to ensure that they must have proper marketing
process by which they can gain effective return from the market by executing their effective
marketing strategic in the industry. Thus, process is a strategy of marketing which guarantees
production on timely basis (Jain and Haley, 2009).
Nestle also follows similar process as of Cadbury. They provide timely delivery of
products in the market. Besides this, it ensures that quality of product by setting standards and
measuring them.
Physical evidence:
It refers to a particular area where products and services produced are delivered to end
consumers. As the function of marketing is carried out in a dynamic environment affected by
both micro and macro factors it is vital to implement proper services which satisfies customers
effectively (Malhotra, 2015). Cadbury focuses on different packaging for different types and
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sizes of product to create physical evidence in the minds of the consumer. Product packaging not
only attracts consumers it influences them to buy. Thus, physical evidence plays a vital role in
the marketing mix strategy of any company. Physical evidence is also an appropriate part of an
organisation in which Cadbury customer ensures that they have effective services and products
by which they can satisfy their customers effectively. They must have physical evidence by
which they can make their values more effective in the market and their existing customers can
easily trust on them in order to purchase their chocolate product effectively in the market (Ivy,
2008).
Nestle is having a variety of products, so they have to differentiate it by packaging
differently. The physical evidence of Nestle is attractive packaging of products that helps
customer to identify it from other products.
TASK 3
P4 Marketing plan of Cadbury.
Developing a marketing plan will help Cadbury to expand its business operations. This
will help firm to attract more customers and generate revenue. Also, developing plan, firm can
achieve defined goals and objectives in specific time (Wright, 2014). Besides this, developing
strategies will be beneficial in measuring performance of enterprise. Marketing plan consists of
several elements that help in achieving Cadbury mission and vision.
Company overview- Cadbury was founded in 1824 by John Cadbury. Headquartered in
Uxbridge, West London. It is having eight factories and about 71657 employees working in it. It
produces different kinds of products such as dairy products, chocolates, milk powder, etc. The
company operates in all over the world and is having a strong brand image in the market (Van
den Bossche and Prévost, 2016).
Situational analysis-
Strengths
 Cadbury is one of the world leading
producer of chocolates. Its products
are five star, dairy milk, Bournvita,
etc. Therefore, it is having a variety of
Weakness
 Cadbury weakness is it is having a
very poor distribution in rural areas in
country like. India.
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products available for everyone.
 It is having a strong brand image and
awareness that makes Cadbury best in
FMCG sector (Cohen, 2018). Besides
this, it has positioned itself a gifting
product. This enables them to
differentiate itself from its
competitors.
It is having a strong promotion strategy that
keeps updated customer about its different
products. (SWOT analysis of Cadbury, 2016).
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Threats
 In recent time due to increase in cost
of transportation price of Cadbury
products has increased. So it will
allow other companies to enter into
the market (Aslam and Karjaluoto,
2017).
 Along with this, people income level
has increased, so is their demands. So
it can be a threat for Cadbury
 People are now become very health
conscious. They prefer to eat healthy
food. Sometimes eating chocolates
can harm people health. So it has
become a concern for Cadbury
( Hacker, Gambone and Hobel,
2015).
Opportunities
 Cadbury is having a vast amount of
opportunities to expand themselves in
rural markets in India. They can
strengthen it's supply chain that will
help in making people aware its
products (Amiri, 2016). This will help
in increasing sales and profits.
 Besides this, Cadbury can introduce
new taste in their products. Apart
from chocolates they produce
different product. It will help in
attracting more people and increasing
customer base.
PESTEL analysis: -
 Political factors- It refers to political; condition of a nation. Any change in government
policy and rules will have a direct effect on company. Cadbury is being affected by
various political changes that has occurred in different countries.
 Economic factors- It shows the economic condition of nation that can be identified by its
GDP, income level of people, etc. so any variation in this will lead to due to global
economic shutdown Cadbury profits was reduced to a large extent (Kaplow, 2015). It
came to only 4 - 6% in 2015 that was very low.
 Social factors – It consists of society in which company operates. It describes lifestyle of
people, their status, culture, etc. Cadbury concern is change in children of western world
will affect its sales. Many people refuse to eat Cadbury goods as it contains high amount
of sugar that affects their health.
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 Technological factors – Any change in technology will force company to change its
strategy and process (Wright, 2014). Cadbury uses machines to blend coffee beans and
cocoa gains. So it uses several systems to produce heat resistance chocolates.
 Environmental factors- Every business is highly affected by changes in environmental
factors. This forces company to take proper measures to protect and save atmosphere in
which it operates. Cadbury uses coffee to produce chocolates. So producing coffee harms
agricultural land to a great extent.
 Legal factors – It includes changes in laws and regulations of country. Any change in
laws such as employee working hour, wages, etc. will affect Cadbury (Rabie, Cant, and
Wiid, 2015).
Objectives-
 To increase sales by 5% in next six months.
 To increase brand awareness in the market.
 To improve product quality in order to retain customer
Market strategy -
It consists of marketing tools that is used in achieving marketing plan goals. It allows
business to follow these tools by effectively analysing market condition. An effective marketing
mix developed by Cadbury will help in increasing sales and profits (Jenyo and Soyoye, 2015). It
will also lead to promoting product in effective way. In this context, several important steps are
taken as describes below: -
 Segmentation: - In this the market is segmented by analysing needs of people. This help
in finding out market that can be targeted. Cadbury have segmented its customers on
basis of demographic segmentation. In this they are providing products to different
people
 Targeting- Cadbury products are affordable to everyone and also their products are
available for all (Aslam and Karjaluoto, 2017). So they do not have to focus on particular
segment. But, Cadbury can target children below age of 10 years. They are more likely to
attract towards Cadbury products.
 Positioning- Cadbury products are almost available in every small and big stores. They
are already having proper distribution system. This help them to fulfil people needs in
effective manner. They are able to maintain balance between supply and demand.
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Illustration 3: STP model
(Source: Hacker, Gambone and Hobel, 2015)
Market entry strategy
Cadbury needs to determine which market is suitable for them to enter in the market. It
will help in providing a platform to implement their plan. Also, by selecting suitable strategy,
Cadbury can focus on particular market (Hacker, Gambone and Hobel, 2015). There are various
types of market strategy available.
 Market penetration – In this Cadbury can emphasis on current market and products.
They can improve its existing position in market by developing strategies and plans.
 Market development- this emphasis on developing new markets. Cadbury can do
market segmentation and according enter new markets. It will be beneficial for them to
promote
 Product development- It refers to developing products to provide variety to customers.
Cadbury can develop products to increase options for customers. By this people will get
more choice in products (Kaplow, 2015)
Sales strategy- In order to achieve defined objectives, Cadbury requires effective sales strategy
that will help in increasing sales. The sales of Cadbury product can be increased by providing
attractive offers and discounts to people. Besides this, company can also promote their product
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by celebrity endorsement. Involving celebrity will create a good brand image in the market. It
will attract a large number of people (Uhl and Gollenia, 2016).
Financial requirement
In order to achieve defined goals and objectives Cadbury requires budget for it. So
estimated budget is given below: -
CONCLUSION:
This report concludes that marketing function plays a crucial role in achieving goals and
objectives of company. They promote and advertise products by developing various marketing
strategies. Further, it is analysed that there are many ways through which firm can increase its
promotional activities. Cadbury has focused on increasing its sales and profits in different
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Illustration 4: Financial budget
(Source: Kaplow, 2015)

markets. For this an effective marketing plan is developed that will help in achieving mission and
vision of Cadbury. It consists of activities that can be implemented in advertising product. It will
be beneficial for Cadbury to attract more customers and to survive in market for long term.
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