Marketing Essentials and Cadbury Report

The report provides an overview of marketing as a process to make people aware of products and promote them for improving sales. It includes roles such as market analysis, pricing, and employment creation, along with an effective market plan that covers mission, vision, strategic objectives, STP, and SWOT analysis for launching new products to increase sales.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Introduction to the concept of marketing, including current and future trends.................1
P2 How marketing influences and interrelates with other functional departments of Cadbury. 3
P3 Implementing marketing mix to achieve objectives and how does it differ from other
organisation............................................................................................................................4
P4 Produce and evaluate a basic plan marketing plan for Cadbury.......................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to an action or business promoting and selling of products or services
including market research and advertisement. It involves various kinds of more effective as well
as efficient strategies of marketing which provide support to promote brand in appropriate
manner. However, It involves the criteria of promoting products and increase profitability of the
organisation which facilitate to attain growth of the business (Ahrens, 2011). The present report
is based on Cadbury which is known as British multinational confectionery company wholly
owned by Mondelez International. It was founded by John Cadbury in the year around 1824,
almost 194 years ago and provide several popular products like Dairy Milk chocolate, the Creme
Egg Roses selection box and many other confectionery goods to people. This assignment will
focus on different marketing procedures and roles or marketing manager along with their relation
with other functions. It will also includes description comparison of marketing mix of two
organisations and a market plan.
MAIN BODY
P1 Introduction to the concept of marketing, including current and future trends.
Marketing is the process, that create value for customer and build strong customer
relationship by communicating, delivering and exchanging offerings that create worth to a
customer (Friis, 2012). Cadbury is one of the market leader in chocolate industry. It one of the
best-selling line in mid-twenties. The current and future trend of Cadbury in marketing context
are as follows:
Current trend- A trend that usually refers to certain style and fashion or entertainment
that create eagerness among the customer for a particular product (Hsu, 2011). Cadbury is
trending the market with its latest Cadbury dairy milk chocolate. Rapidly with latest technology
such as advertisement, right time marketing instead of real time marketing, online marketing as
well as engaged with effective measuring of analytics.
Future trend- The context of marketing is continuously evolving. New technologies
have changed the marketing strategies and customer outreach by tapping into data analytics as
well as marketing automation. Cadbury, in future trend will develop new technology that
influence the professional marketing. Further including various chocolate drivers, restraints
threats and opportunities that lead to grow in future.
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Over view of different marketing process:
Marketing process is the way to communicate the value of the product to their customer.
The main objective of this process is to manage profitable customer relationship. In other word,
it can define the process of bringing a product to a market which includes marker research,
targeting and segmenting in the market. Further, determining the distribution, pricing and
promotional strategies as well as visioning long term market development gaols. (Ionitã, 2012).
Being in the confectionery business Cadbury concisely study market to determine the position of
its brands in current and future trends.
Marketing decision- It is method that is used by the marketers to identify and track the
decision making process to full fill the need of customer. Cadbury analyse the market according
to need and demand of consumer. This decision helps in promoting the product with is brand
name, creating unique quality product, determining the functionality of the product.
Implementation and control- In this process, the marketing plan has been develop and
product is launch. Cadbury continuously monitor the market before introducing new product in
the marker. Often small changes in consumer wants changes the scenario of the product.
Therefore, continual monitoring as well as adaptation is need to fulfil the demand of the
customer on long term basis.
Marketing strategies- It is one of the best strategy to satisfy the unfulfilled demand of
consumer. A strategic plan can be develop for pursuing the best opportunities in market (Jones,
2011). Cadbury, research out the specific market information that permit in selecting the target
and segment market. This result in adding value proposition to their products by offering to
customer at affordable prices.
Roles and responsibilities of a marketing manager in context of Cadbury
Marketing manager can be described as person who manage overall marketing activities
of Cadbury in order to complete targets of increasing sales and customers for brand. It includes
several roles or duties including promoting products, market research and hiring efficient people
for marketing or relevant duties. There are several roles and responsibilities of marketing
manager which are given below -
Market analysis – This can be described as to conduct effective market research for
analysing present trends of market along with actual needs of customers. The marketing manager
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of Cadbury is required to carrying out appropriate market research so that they can fulfil real
desires of client properly along with achieving their satisfaction.
Pricing – The price of the product is an important factor which impact of decision
making of people for purchasing specific product or services (Bellenger, Bernhardt and Golds
tucker, 2011). In context of marketing manager of Cadbury, they should provide products at
reasonable price so that people can easily buy the product which facilitate to increase sales and
profits.
Creation of employment – This includes the criteria of generating various employments
opportunities for people as Cadbury has large scale of economy at different places. Marketing
manager can render employment to efficient people which can reduce work pressure and attain
targets properly.
P2 How marketing influences and interrelates with other functional departments of Cadbury
Marketing refers to an effective process or promoting products or brand and make people
aware about the same in terms of grabbing more profit share by attracting new clients (Bird,
2012). It involves the criteria of attract fresh customers along with retaining the current ones for
boosting up sale and profits of Cadbury. It is interrelated with other functional departments
which are given below –
Production and manufacturing – This can be described as functional department of
conducting production activities and procedures for generating required amount of products.
Marketing department conduct research and analyse demand of their product in different
locations to provide proper information to production section. In case of Cadbury, proper
requirements of goods should be manufactured to supply accurate amount of products to fulfil
desires of customers.
HR department – The HR department is connected with marketing section because they
are responsible hiring efficient staff members for the same having ability to convince people.
The given organisation should hire more talented and skilled marketing employees to improve
their sales and profit share in market.
Finance – The Finance department provide funds required by market section of Cadbury
to conducting more effective as well as efficient promotional activities. They have overall
criteria of dividing overall money of company among different departments so that various
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activities can be carried out properly along with attaining better outcomes (Brooks and Simkin,
2012).
The value and importance of marketing
Marketing is very beneficial as it provide support to increase sales and profits of the
company which facilitates to attain growth of business through grabbing more profit share of
market. The significances of marketing achieved by Cadbury are as follows –
 The marketing provides support in Transfer, Exchange and Movement of Goods in
correct amount so that desires of people living at different locations can be fulfilled along
with achieving satisfaction.
 It includes that marketing is beneficial in terms of boosting up the standard of living of
community.
 The marketing is helpful to create employment opportunities for people which facilitates
to reduce poverty and unemployment rate of particular country (Cabrera and Williams,
2014).
Conclusions that emphasise the significance of having effective interrelations between
different functional departments:
From the above information, it is analysed that marketing is important to promote brand
and increase sales of specific product through convincing people by it effectiveness. It involves
several efficient strategies or practices which facilitate to improve sales and profits of company
for grabbing better profit share. Marketing is interrelated with different like finance in order to
know about actual financial needs of business in upcoming time to increase profits. However, it
includes HR section which have an important role to hire more efficient workers for marketing
procedures which helps to gain better sales targets. Moreover, marketing section provide support
to production department about demands at different locations so that they can manufacture
suitable amount of product to supply in market appropriately.
P3 Implementing marketing mix to achieve objectives and how does it differ from other
organisation.
Marketing mix is a combination of factor that is controlled by a company to influence the
buying pattern of consumer (Kennedy and Parsons, 2014). It refers to set of action or tactics that
a company usually uses to promote is brand or product in the market. In other words, it can
define as set of marketing tools that a particular firm pursue it marketing objectives fulfil the
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consumer need as well as organisation goals. The marketing mix of Cadbury basically analyses
the brand which cover 7 P’s of marketing. They are product, price, place, promotion, people,
process and physical evidence.
Product- The product range of pretty large and they lead market. Products are classified
according to season and also varied according to the sales of the country. They are also offering
wide ranges of product like beverages and desserts along with the existing product line. With
such huge product line, they are engaging in targeting more consumer based on their needs and
wants of consumer.
Price- Price of the product is as per the quality. The prices are high for few products like
Bonneville and price are low to cater needs of other segments. They mainly focus on festival
season as product price are strategically raised, consumer have affinity to buy them.
Place- Cadbury products are available worldwide. It has huge impact on global market
just because of high distribution channel. It also makes sure that products are available as to cater
huge customer base both in urban and rural areas.
Promotion- Cadbury has wide range of promotions. Such as television, posters,
newspapers, online, radio etc. They have made great efforts to make its product available to
their customer as well as creating awareness of its items. Further, using various taglines which
attract more customer with brand to remain competitive in the current market scenario.
People- People are most important part of any services or experience. Cad bury tends to
product that goods and services that are consumed at same moment. The consumer experiences
are altered to meet the needs of individual.
Process- Cadbury has adopted various process to remain competitive and also to
acquire market share by implementing various marketing planning process. How ever it deals
more in consumer interference as to deal with each series of marketing process.
Physical evidence- It is a material part of services. Physical evidence refers to any item
that comes from non-living things. Cadbury's evidence includes building strong relationship,
equipments, signs and logos, barouches, online shopping etc.
Here the other company which is taken for comparison is Nestle. It’s one of the
competing brand in confectionery market. The products are incorporated, such as milk products
and nutrition, beverages, prepared for different dishes and cooking aids, chocolates etc.
Basic Cadbury Nestle
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Product The best-selling product of
Cadbury are dairy milk, 5
star, eclairs, gems etc. which
are the largest selling brand
in this segments.
Nestle products are kit-Kat,
munch, milky bar, polo etc.
kit- Kat is the premium
brand in chocolates.
Price Its product has catered all
segment of customer. The
price expectation are
different from the product.
Therefore, maximising the
returns involve by
identifying right price level
for each segment. Cadbury
uses skimming pricing.
They take the advantages of
their product on festival
seasons.
It sets prices of their
product according to the
market demand. With low
prices as nestle is the trend
setter more in market. The
pricing policy that is used
by Nestle is position
pricing, that assist in
gaining competitive
advantage.
Place Its distribution network is
one of the largest channels
of distribution at worldwide.
It encompasses over 2100
distributors and 450,000
retailers.
Nestle distribution channel
has structured strong
coverage in urban areas as
well as in developing in
rural areas. To increase
width and penetration of
market. Focusing mainly on
the rural and urban areas.
Promotion Celebrities endorsement is
the big factor that pushed up
the cdm sales. Cadbury also
uses various promotional
schemes such attractive gifts
items on different occasion.
Its advertising is decreasing
continuously as the cost is
relatively high. The total
amount spend on each
brand is not equal to the
amount spend on each
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brand with the rival
offerings from Cadbury.
People Employees are the key
strength of Cadbury who
provide better services to
their customers. Fir the
development of employee's
skills, Cadbury conducts
numerous training session
that assist in improving their
working abilities.
Nestle is focusing more on
their employee's by
providing various training
and development session.
Which will increase the
ability to provide better
qualities or services to
meet the requirements of
the customer.
Process Cadbury has adopted
various marketing process
and strategies to target their
consumer. Such as various
advertisement on festival
season by offering various
attractive offers. Main
motive is to attract more
customer as well as remain
competitive in market
scenario. It leads the market
with the highest range of
distribution channel at world
wide.
The marketing process of
nestle is very poor by its
nature. They do not do such
advertisement as compare
to Cadbury. Its target
marketing is to fulfil
market penetration in urban
as well as rural areas.
Nestle is also lacking
behind due to improper
distribution channels for
delivery of their product.
Physical evidence Cadbury provide various
demonstration showing
various quality of services
that are provided to the
customer. Focuses more on
customer satisfaction and
In Nestle, physical evidence
is lacking behind as there
are not able to meet up the
customer requirements.
They are increasing the
quality of the product as
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also measure weather the
customer has perceived the
worth of the product.
well as training their staffs
to provide better service of
product to customer.
From the above comparison, we can analyse that the marketing mix of Cadbury is better
than that of nestle. Each component plays an effective role in context to marketing a product. As
Cadbury elaborates various pricing and advertising strategies for promoting their products. They
frequently connect with their consumer, indicates good communication lines and are willing to
listen the wants of customer. Thus, it helps Cadbury to remain profitable and significant increase
the global confectionary share in market. Therefore, results in strong growth in the emerging
market which exactly a company need to be in market scenario (Langer and Heil, 2015).
P4 Produce and evaluate a basic plan marketing plan for Cadbury
Market plan can be described as a business document outlining the marketing strategy
and tactics in effective manner to gain better outcomes (Coombs, 2012). It includes several
factors to be concentrated such as costs, duration of time, variety of marketing information,
goals, action steps etc. In case of Cadbury, they are required to make an effective market plan –
Introduction of company – The present market is based on Cadbury which is considered
a British multinational confectionery company wholly owned by Mondelez International. It has
various famous product due to which people like to prefer such as Dairy Milk chocolate, the
Creme Egg Roses selection box and many other confectionery products.
Vision – The vision statement of Cadbury is “The Barrow Cadbury Trust's vision is of a
peaceful, equitable society, free from discrimination and based on the principle of social justice
for all”.
Mission – The mission statement of Cadbury is “The Barrow Cadbury Trust's mission is
to promote social justice through grant making, research, influencing public opinion, policy and
supporting local communities.
Marketing Objective of Cadbury – The strategic objective of Cadbury is to increase
their number of customers through new innovative idea of launching 'sugar free chocolate' and
boost up sales up-to 20% within duration of 6 methods.
Segmentation, Targetting and Positioning
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Segmentation – This can includes several factors such as geographic, behavioural,
demographic and psycho-graphic which are applicable in different situations and product
(Cooper and et. al., 2014). The segmentation of Cadbury in context of 'sugar free chocolate' is
behavioural as people suffering from diabetes or cholesterol have behaviour to avoid the
Cadbury chocolate to maintain health.
Targeting – The target market of 'sugar free chocolate' include that group of people in
which diabetic, overweight or cholesterol patients are included because they usually avoid eating
the same.
Positioning – This refers to grab better position in market among competitors by
grabbing more profit share with the help of launching new product i.e. 'sugar free chocolate'.
SWOT analysis
Strengths Weaknesses
 It has strong point if having reputed
topmost chocolate provider and a well
known brand at global level.
 They have product at different range of
price and having strong marketing &
distribution channel (Daniel, 2011).
 They have lack of penetration in rural
market so that unable to grab the same.
 It has a weakness that large people are
suffering from severe health issues.
Opportunities Threats
 They have opportunities including
occasions and festivals to make new
strategies for increasing sales.
 They have increasing acceptance at
global level which is beneficial for
business growth.
 There is not brand loyalty in chocolate
market.
 It has several competitive organisations
which should be faced regularly like
Amul, Nestle, etc.
Marketing Mix of Cadbury
Product – The products of Cadbury includes dairy milk, Bournville, Five star, perk,
Cadbury eclairs, premium Oreo, Bournvita, etc.
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Price – The pricing strategy of company involves the policy that quality comes price os
that quality of product is high then pricing is high and vice- versa.
Place – This involves wide spread distribution of Cadbury and strongly in urban areas
like category of A, B and C towns
Promotion – It involves their special criteria to involve celebrities for making their
customer base.
Marketing Budget -
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
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Monitoring and controlling – This includes monitoring and controlling procedures
which are helpful to track and review the progress as well as performance of business. The
Cadbury is required to focus on this aspect including cost, quality, communications, control risks
and many more.
CONCLUSION
The above report conclude that marketing is an important process for making people
aware about product and promoting the same for improving sales. It involves roles of marketing
manager including market analysis, pricing and creation of employment. At last an effective
market plan including overview mission, vision, strategic objective, STP and SWOT analysis for
launching new product to increase sales.
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Online
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