Marketing Essentials: Analysis of Cadbury's Marketing Function and Strategies

This assignment analyzes the marketing function of Cadbury and its relation with other functional areas of the firm. It also describes the marketing mix and compares Cadbury's strategies with its rivalries.

Marketing
Essentials

Table of Contents
INTRODIUCTION....................................................................................................................................3
ACTIVITY 1.............................................................................................................................................3
Covered in PPT......................................................................................................................................3
ACTIVITY 2.............................................................................................................................................3
CONCLUSION.........................................................................................................................................7
REFERENCES..........................................................................................................................................8

INTRODIUCTION
Marketing is the set of activities which perform its action to promote and position
brand or product for their target market to meet their requirements by supplying qualitative
finished goods and services. The marketing essential analyse the potential consumers of
product in order to plan the pricing strategy that is to be charged by them. It further focuses
on market penetration and development to expand business by enlarging customers for
maximisation of revenue, profitability ratios and market share (Eagle, 2019). This advertise
goods and services by offering diversified products to their buyers through direct and indirect
channel of distribution for attracting them to purchase more that increase sale. The
organisation chosen for this assignment is Cadbury a British multinational confectionery
which is entirely owned by Mondelez International form 2010. This project covers two
activities in which the first activity analyse and evaluates the vital factors of marketing
function and its relation with others functional areas of firm. Additionally, the second activity
describes marketing mix to compare the organisational strategies with its rivalries and
implement strategic management plan for the company.
ACTIVITY 1
Covered in PPT
ACTIVITY 2
Marketing Mix:- It refers a framework that involves product, price, place,
promotion, people, process and physical evidence. This is a procedure which starts from
production and ends with consumer service (Halpern, 2016). These elements of marketing
mix play major role in promoting and positioning finished goods to its target market for
maximising revenue, profits and market share. It is further described with reference to
managers of Cadbury as compared to its rivalry for Nestle is as follows:-
Marketing mix difference between Cadbury and Nestle:-
Marketing Mix Cadbury Nestle
Product:- This is defined as
to develop new product in
global market which is
capable to meet needs,
desire and wants of
consumers.
The Cadbury products
consists varieties of
chocolates which are
Cadbury Dairy Milk,
Bournville, Dairy Milk Silk,
5-Star, Temptations, Perk,
Éclairs, Celebrations, etc. It
is beneficial in producing
large quantity of goods that
differs in relation with the
The products of Nestle are
baby food, medical food,
bottled water, breakfast
cereals, coffee and tea,
confectionary, dairy
products, etc. The company
is beneficial by these
products as these have
capable to attract baby, kids,
adults, older, etc., to

taste and liking of buyers to
meet their necessities
(Holbrook, 2018).
purchase more which leads
to maximise revenue.
Price:- The pricing strategy
of respective commodities
and services should be in
accordance with buyers
satisfaction and compares
with its rivalries through
differentiated price. This
result in the ability of
customers willing to pay
more for achieving high
level of satisfaction.
The Cadbury analyse its
pricing strategy by
identifying the expense
involved in manufacturing
product for adding the
profit-margin which will be
charged by its customers. It
plays a influencing role in
competing with its rivalries
through providing them
qualitative products that
result in advanced standards
of contentment for its buyers
so that they are ready to pay
huge prices for the offerings
of the brand.
The Nestle focus on
penetration pricing strategy
by maintain its least-cost
effectiveness price for
enlarging consumers by
providing high satisfaction at
minimum cost to meet the
expectations of buyers. It is
necessary for the entity to
maximise revenue and
profits while competing with
competitors as to sustain in
competitive market.
Place:- It refers as to
supply commodities to its
targeted audience by direct
and indirect means and
platforms. This reduces the
barriers and enable in
offering all the required
products and services to
potential consumers that
result in increasing sales and
profits.
The Cadbury distribute its
product by supplying it
either online or offline stores
which reduce efforts for
consumers by going at
retailers that consumes more
time, now they can receive it
anywhere. The company are
helpful by removing the
blockages of distribution by
reaching out to people and
offering them all the
respective goods which are
needed by them and matches
with their taste and
preference of their
customers (Hyder, 2016).
Nestle focus on indirect
channel of distribution and
make use of third parties and
stakeholders to make
promotions such as through
mouth publicity by existing
consumers, manufacturers,
supplier and others. The
entity leads and benefited by
creating opportunity for
suppliers to determine the
behaviour of its target
market by identifying their
non-verbal communications
related with gestures while
purchasing the product.
Promotion:- It is the ability
of producers to create
awareness for the offerings
and goods through
positioning their brand to
target audience. The
promotional activities
includes personal selling,
sales promotion,
advertisement, etc., that are
most probably used in
current scenario at social
media by producers for
selling their products to
Cadbury induce its goods by
several promotional tools
and one common tool is
social media and print
media. It is good for
businesses through low
pricing strategy that enlarges
consumers for enhancing
their company market share.
Nestle promotes its product
through advertisement, sales
promotion, etc., which
attracts large number of
customer for encouraging
them to purchase their
products. It also generated a
loyal consumer base which
enhances the competitive
position of company in
competitive market.

potential buyer and loyal
customers.
People:- This is one of the
most important part of the
business because it is
internal core competence of
business. It includes staff
members from bottom to top
level members of the
company. Peoples must be
placed in organisation as per
their ability to perform
action that results in
supplying qualitative
products to customers.
The Cadbury company
includes large number of
employees such as
manufacturers, supervisor,
sub-ordinates, employees,
etc. They perform their
actions with collaboration to
achieve success by
accomplishing organisation
goals and objectives.
The Nestle consists of
approximately 291,000
people working in its
organisation. It provides both
on-the-job and off-the-job
training for its workers as to
train and develop their skills
that lead to reduce mistakes
while performing activities
and create opportunity to
achieve success efficiently
(Mohammadkazemi, 2015).
Process:- This is the
procedure of transforming
raw materials into finished
goods for distributing it to
their final consumers. The
buyers are also bound to pay
for the delivery service
provided to them through
producers.
The procedure of Cadbury is
to provide input from raw
material that is further
transmitted in work-in-
progress and then converted
to finished product. It
is beneficial with this
process as it creates
opportunity for growth and
stability of business in
economic sector.
The Nestle perform certain
activities to achieve its goals
and objectives for competing
with rivalries through their
competitive strategies. The
organisation is advantageous
with this procedure as to
perform certain task
specialisation in various
departments.
Physical evidence:- It refers
to products and services that
delivered to people must
have physical existence or
evidence that will convince
people to make purchases
and be satisfied
Cadbury focus on physical
evidence by making
attractive and creative labels
and packaging which
develops the support of
consumers. It is
advantageous for
organisation to improve its
total quality management
through six sigma, key
performance indicator and
benchmarking that enlarge
consumers with loyalty.
The physical evidence of
Nestle is to sell its product
with distinctive colour
packaging that is easily
identifiable at retail stores
(Pappas, 2016).
Strategic Marketing Plan:- This is defined as to develop strategy through strategic
decision-making procedure of managers for planning innovative ideas to compete with
rivalries (Pooler, 2018). Managers of Cadbury are positively affected by developing strategic
marketing plan as to attract customers with new and differentiated product for their target
market with the motive to achieve success.
Features Explanation
Vision Vision of Cadbury is to work together for creating brands people

love. The Barrow Cadbury trust's vision is being a peaceful,
equitable society, free from discrimination and based on the
principle of social justice for all.
Mission The Cadbury mission statement states that Cadbury means
quality, this is their promise to supply qualitative product to their
customers. Our relations is built upon quality, our commitment
to continuous improvement will ensure that our promise is
delivered (Russell-Jones, 2014).
Objectives The objective of Cadbury is to develop differentiated product
while exploiting it with a smart variety for achieving their
profitable growth in confectionery and beverages. It further takes
competitive advantage to increase their growth from quality and
productivity (Srinivasan, 2016).
Potential Customers The potential customers is further categorised on the basis of
three types of target market which are mentioned below with
reference to managers of Cadbury are as follows:-
 Market Segmentation:- It is the process of segmenting
whole market into small groups of customers in order to
target them with their specialised demand for fulfilling
their desire. Managers of Cadbury discriminate their
target market for focusing on their needs, desire and
wants of customers to provide them high level of
satisfaction.
 Market Targeting:- This refers as the ability of
producers to develop a new product with strategic
decision making procedure. The main aim for managers
of Cadbury is to increase their sale for maximising
profits to sustain in global market.
 Market Positioning:- It is the procedure of
manufacturers to attract large number of buyers by
promoting and positioning their product in their mind.
Managers of Cadbury supply finished goods and services
through direct and indirect channel of distribution in
order to meet the requirement of customers.
Market Strategy The various types of market strategies implemented by managers
of Cadbury to increase their competitive strategies for competing
with rivalries such as Nestle, Hershey, etc. Some of these
strategies are as follows:-
 Increase sale with 10% in 2022:- The main purpose of
managers is to increase their revenue in future by
providing customer satisfaction through supplying
qualitative goods. Managers of Cadbury analyse the
change in taste and preference of their target market and
produce new product with the ability to achieve
consumer equilibrium.
 Maximise profits with 15% at 2021:- It is essential for
an organisation to earn profit of 15% by developing their
product with least-cost effective strategy. Managers of
Cadbury are beneficial as they are capable to provide full
satisfaction at which customers are ready to pay high

prices.
Tactics Some of the tactics which are essential for business to develop
their internal strength for controlling weakness and external
opportunities to overcome threats are as follows:-
 Able to utilise scarce resources:- This is the procedure
through which managers emphasize on fully utilising
their scarce resources in order to increase their
competitive strategies. Managers of Cadbury are
advantageous as they increase intrinsic strength for
controlling weakness and extrinsic opportunities to
overcome threats for sustaining in global market.
 Build employee relations:- It is the ability of producers
to build employee relations through creating possibility
for workers to share views and information that leads to
develop trust and faith among one another. Managers of
Cadbury are helpful as it emphasize workers to co-
ordinate with each other through engagement and
involvement to perform their actions for accomplishment
of specific target.
For achieving the objectives manager of Cadbury can make a evaluation using
elements of the marketing mix that involves 7Ps that can be shown below.
 Product- Cadbury is one of the largest British multinational confectionery
organisation that sales varieties of products such as dairy milk, Temptations, 5 star,
Perk, Celebrations etc. but they want to enhance their market share for this they can
mainly focus on the confectionery and beverages products with a organic flavours.
 Price- As there are many competitors are present in the market like Hershey's, etc to
beat them company can adopts the competitors base pricing strategy so that large
number of new customers are attracted.
 Place- Cadbury is the international company that deals in all over the world and due
to this they can place everywhere vis online and offline mode so that people can
easily reach to the company products according to their convenience.
 Promotion- For promoting their modifying and innovative products in beverages and
confectionery Cadbury can adopts the traditional and social media marketing tool in
which they can promote and create awareness regarding the confectionery and
beverages that they sale so that large number of people get attracted and company
earn higher profits.
 Process- Cadbury can adopts the online and offline process for selling and promoting
their goods to the large base of customers so that high profits and revenues can be
earned.
 People- As manager of Cadbury can train their employees so that they can effectively
solve the issues related to the customers this helps in enhancing the brand image of
the company.

 Physical evidence- Cadbury can focus on their packing of the beverages and
confectionery so that customers are attracted form that and easily identified the
company's products on the retail stores.
CONCLUSION
From the above discussion it have been concluded that marketing plays the major role
in analysing the demand of consumers and promote and position products to attract large
numbers of customers. The producers focus on new product developed by its competitors and
available substitutes of goods and services in perfect competition market. It further
encourages entrepreneurs to develop strategic decision-making for planning that creates an
opportunity for growth and stability of business in global market. This project covers two
activities in which the first activity analyse and evaluates the key elements of marketing
function such as product management, marketing information, pricing, promotion and selling.
It further describes relationship between marketing and others functional units of organisation
that includes marketing with production, sales, information technology, research and
development. Additionally, the second activity describes marketing mix of product, price,
place, promotion, people, process and physical evidence to compare strategies with its
rivalries and implement strategic management plan for the company.

REFERENCES
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