Marketing Essentials and Cadbury Report
Added on 2020-10-22
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1P1 Introduction to the concept of marketing, including current and future trends.................1P2 How marketing influences and interrelates with other functional departments of Cadbury.3P3 Implementing marketing mix to achieve objectives and how does it differ from otherorganisation............................................................................................................................4P4 Produce and evaluate a basic plan marketing plan for Cadbury.......................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing refers to an action or business promoting and selling of products or servicesincluding market research and advertisement. It involves various kinds of more effective as wellas efficient strategies of marketing which provide support to promote brand in appropriatemanner. However, It involves the criteria of promoting products and increase profitability of theorganisation which facilitate to attain growth of the business (Ahrens, 2011). The present reportis based on Cadbury which is known as British multinational confectionery company whollyowned 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 CremeEgg Roses selection box and many other confectionery goods to people. This assignment willfocus on different marketing procedures and roles or marketing manager along with their relationwith other functions. It will also includes description comparison of marketing mix of twoorganisations and a market plan. MAIN BODYP1 Introduction to the concept of marketing, including current and future trends.Marketing is the process, that create value for customer and build strong customerrelationship by communicating, delivering and exchanging offerings that create worth to acustomer (Friis, 2012). Cadbury is one of the market leader in chocolate industry. It one of thebest-selling line in mid-twenties. The current and future trend of Cadbury in marketing contextare as follows:Current trend- A trend that usually refers to certain style and fashion or entertainmentthat create eagerness among the customer for a particular product (Hsu, 2011). Cadbury istrending the market with its latest Cadbury dairy milk chocolate. Rapidly with latest technologysuch as advertisement, right time marketing instead of real time marketing, online marketing aswell as engaged with effective measuring of analytics. Future trend- The context of marketing is continuously evolving. New technologieshave changed the marketing strategies and customer outreach by tapping into data analytics aswell as marketing automation. Cadbury, in future trend will develop new technology thatinfluence the professional marketing. Further including various chocolate drivers, restraintsthreats and opportunities that lead to grow in future. 1
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 andpromotional 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 ofits brands in current and future trends.Marketing decision- It is method that is used by the marketers to identify and track thedecision making process to full fill the need of customer. Cadbury analyse the market accordingto need and demand of consumer. This decision helps in promoting the product with is brandname, creating unique quality product, determining the functionality of the product.Implementation and control- In this process, the marketing plan has been develop andproduct is launch. Cadbury continuously monitor the market before introducing new product inthe 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 thecustomer on long term basis. Marketing strategies- It is one of the best strategy to satisfy the unfulfilled demand ofconsumer. 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 targetand segment market. This result in adding value proposition to their products by offering tocustomer at affordable prices.Roles and responsibilities of a marketing manager in context of CadburyMarketing manager can be described as person who manage overall marketing activitiesof Cadbury in order to complete targets of increasing sales and customers for brand. It includesseveral roles or duties including promoting products, market research and hiring efficient peoplefor marketing or relevant duties. There are several roles and responsibilities of marketingmanager which are given below - Market analysis – This can be described as to conduct effective market research foranalysing present trends of market along with actual needs of customers. The marketing manager2
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