Marketing Essentials at Cadbury Assignment

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Key Roles and responsibilities of marketing function......................................................1
P2 Roles and responsibilities of marketing related to the wider organizational context........3
Task 2 ..............................................................................................................................................4
P3 Use of marketing mix to achieve overall marketing objectives........................................4
P4. Development and evaluation of a basic marketing plan..................................................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

INTRODUCTION
Marketing plays an important part in the success of the organization. The crucial part of
marketing is to satisfy the unfulfilled needs of the customer through providing product to them.
In exchange of product, some monetary value is taken by the organization. For getting success in
the market, firms should grasp the essentials of market and makes plan accordingly. For this
report, Cadbury is taken into consideration. Cadbury is a British multinational company which
deals in confectionery and headquarter in Uxbridge, London. The whole company is acquired by
Mondelez international. In this report, Marketing functions and its relationship with other
department is explained. Apart from that marketing plan to launch a new product is also
discussed here.
Task 1
P1 Key Roles and responsibilities of marketing function
In today's world, marketing is become essential for any company no matter small or big if
they want to compete in competitive market. Marketing plays an crucial role in initiating the
relationship between the company and customer. Marketing functions include promotion, market
research, selling etc. It helps the company to increase their market share and profit in the market.
Marketing concept includes, Product concept: Company aim is to satisfy the unmet needs of the customer through
their product in affordable price. The product should be made according to the needs and
demand of the consumer so that they wont hesitate to buy it. Cadbury should made their
product healthier and eco friendly as nowadays consumers are aware of their health and
environment. Selling concept: Company has to reach their customer to sell their product. The trend has
now changed, company have to invest in the marketing to aware the customer about their
product. Idea behind this concept is company has already produced the product now they
have to sell it. Techniques like Sales promotion can be use by the Cadbury to market their
product.

 Production concept: This concept focuses on low production cost and mass production.
The organization assumes that consumers wants to consume their product as the prefer
their products rather than their competitor. Cadbury can use this technique to reduced
their production cost. Moreover it will help the Cadbury to provide their product so that
consumer can buy it anytime. Marketing concept: In starting marketing concept comes under the selling concept
where its work is to sell the product to their customer. Cadbury should made their product
according to the customers need so that they can satisfy it by consuming it.
 Societal marketing concept: This concept describes that company should make their
product according to consumer needs and demand and besides this society well being
should also be maintained. Use of polythene or any other product that will degrade the
environment should be prohibited.
Roles and responsibilities of marketing function has changed over time with scenarios.
Different roles and responsibilities of marketing function are described as follows:
 Potential market identification It is a crucial work of the marketing department.
The main role of marketing is to find the potential market in which they can sell their
product and earn profit. With this, customer base would also increased. The main role of
marketing function of Cadbury is to search for the potential market or customer and try to
capture them by fulling their needs (Schoell, Guiltinan, and Valvatne, 1993). More market
capture will leads to increase in the profit for Cadbury.
 Marketing strategies Market can only be capture with the help of unique and
effective strategies. Marketing department work is to scan the external environment so
that competitor strategies can be find out and according to that strategies should be made.
It will help the Cadbury to counter competitor strategy and gain the competitive
advantage. Cadbury should make their strategy according to the environment and their
main focus of the strategy should be consumer and their needs.
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 Product development: Company should make their product line broad so that
they can capture more market. Marketing department role is to find out the unmet needs
of the customer and how they can satisfy them with their products so that they can
increase their profit (Baker, 2014). If the unmet needs are not satisfied with the present
product line than marketing department work is to make the new product. Cadbury
should innovate their product time to time so that they can retain and capture more
customer. It will help the company to gain the competitive advantage.
 Customer grievance handling: Marketing department work is to handle all the
issues faced by the customer and how it can be resolve so that customer will stick to
Cadbury brand. Customer feedback and grievances should be taken by the marketing
department so to understand the need of the customer. Cadbury should provide their
grievances number or ID where customer can register their problem. It will help the
Cadbury to understand the actual need of the customer and then they can make their
product according to that.
 Conducting market research: Market research is the crucial role of the marketing
department. It should be conducted time to time so that they can understand the need of
the customer (Pike, 2015). Cadbury should focus on research as it will help the Cadbury
to understand their changing need and modify its product according to that.
P2 Roles and responsibilities of marketing related to the wider organizational context
Marketing department is the core part of any organization. Activities of marketing
impacts the other department and its working style. The relationship between marketing and
other department of the organization is described below:
 Human resource department: The marketing department is directly connected to the HR
department. Specific skill set, ability is required to fit in the marketing department. That's
why Marketing team should work with HR to ensure that candidates are selected
according to the skills requirements. Cadbury should work on this as if the candidate is
selected without proper monitoring then it would affect the productivity of the Market
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team and Cadbury (Moore, 1991). For instance, sales team of Cadbury have to work on
field to acquire market thus HR should take care of this skills and select the candidate
accordingly. Finance department: This department have to allot fund to marketing so that maximum
utilization can be achieved. Cadbury have to spend their big part of money in sales
promotion, bundle pricing, advertising, content marketing etc. So that they can convey
their budget to the finance department and proper should be done than. For example:
Finance department need to examine different source of fund in which marketing
department help them. So both are interrelated with each other. Production department: Production of the product is depend on the demand of the
customer and demand of the product is generated by the marketing department. Cadbury
should make a genuine communication between both the department. It will the company
the meet the demand and supply of the product and proper availability of the product
would be available then.
 Research and development department: R&D team work to find out the need and demand
of the product and make improvement in it to satisfy the unmet needs. Cadbury's research
department conduct research and constantly scan the market. This information is
provided to marketing department so that marketing can be done more effectively.
Cadbury is required to use marketing at any level of launching the new product. If there
is proper relationship between all the department then their productivity will increase to a certain
level rather than working on their own (Hair, J.F., and et. al., 2008). When all the departments of
the company works together than vision and mission of the company would be achieved and
helps the company to create a sustainable competitive advantage. Marketing department in the
Cadbury play vital role by promoting new product and services at marketplace.
Task 2
P3 Use of marketing mix to achieve overall marketing objectives
Marketing mix helps the company to know their target market according to their products
and how they can capture and retain them to create a sustainable advantage. It helps the company
to make a unique and competitive strategy for the organization so that they can compete in the
market. It also helps the company to make a strategy related to the launch of a new product or
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revising existing products (Yeshin, 2012). 7P's of marketing mix is describe below in
comparison with Mars incorporated.
Basis Cadbury Mars incorporated
Product Cadbury has wide range of
products with different
ingredients. They make their
product according to the
consumer needs that's why
they have so many different
types of product. It helps the
Cadbury to capture more
market and gain competitive
advantage. Bubbly Caramel,
Crunchie Chunks Pouch,
Dairy Milk Caramel Chunks
Bag, Dairy Milk Caramel
Chunks Pouch., Dairy Milk
Chunks Bag, Dairy Milk
Chunks Pouch etc.
Mars mainly known for
producing confectionery
products but apart from that
they also produce pet foods
and snacks. They are covering
wider range of consumers all
over United kingdom. It helps
the company to remain at the
top of the competition.
Price Prices of the product make the
perception of the product in
the mind of customer.
Cadbury use this techniques
very cleverly and set their
prices according to the market
demands. Cadbury produce
different types of products
with different price range so
Mars focuses on the middle
and upper middle classes of the
society. Prices are generally
high in comparison to
cadbury.
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that they can capture more
market.
Place Cadbury has their office in
more than 40 countries in the
world. They prefer to sell
offline through their store as it
creates relationship between
the customer and the
company.
Mars has presence all over the
world and sell their products
online and offline. Online
platform helps the company to
capture more market so that
profit of the organization
would increase.
Physical evidence Cadbury is known to produce
confectionery products. It
helps the company to increase
their sales in Christmas, new
year, valentines day etc. Blue
colour is the main key factors
in their wrapping.
Mars use fix and healthy type
of ingredient.
Promotion Cadbury use their promotion
strategy very cleverly. They
try to capture the market
according to the environment.
If any festival is coming they
reduce their price or increase
their quantity to capture the
market. Moreover Cadbury
also produced personalized
products so that they can gain
the competitive advantage
over others.
Mars has the tag line” A Mars
a day helps you work, rest and
play”. Company try to give the
idea that Mars product is
healthy to use and anyone can
use to increase their efficiency.
They heavily focused their
strategy to sales promotion.
Different type of sales
promotion is use to acquire the
customer.
People People are the one who
directly or indirectly affects
Mars motivate their employees
to innovate the products and
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the value of the product.
Cadbury should provide
proper training to employees
so that they can give their best
while making confectionery.
Company gives focus on
employees so that they can
understand the need of the
product and make their
product accordingly.
improve it regularly so that
customer can retain with their
products. They believe that
retaining the employees is the
best strategy to gain the
competitive advantage.
Process Cadbury can use techniques
like lean management or
Kaizen to remove the wastage
and increased their efficiency.
It helps the company to
reduced their pricing to allure
customers from all over the
world.
Mars can use techniques like
six sigma to increased their
efficiency and maintain their
quality to fullest. Mars is
known for its quality and taste
and that should be maintained
by the company if they want to
create competitive advantage.
P4. Development and evaluation of a basic marketing plan
Marketing plan of a company is the basic strategic plan which is used to enhance the
product's knowledge into the minds of the customers. Every company which is going to launch
its new product in market require to its customer's to know about the product. This helps in the
increasing the sales of its new product (Gillespie and Riddle, 2015). Since there is huge
competition in the market therefore it is necessary to the company to know their customers about
what has launched in the market. Here, the chosen company is Cadbury.
Executive Summary: Main purpose of conducting marketing plan is to identity the
SWOT analysis, Background, STP, marketing mix and many other details of the company. This
company deals in chocolate food products and it is launching a new chocolate which is more
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healthier and can be useful to gratify the hunger (Ryan, 2016). In this section, a basic marketing
plan is discussed to make reach of this new product to its customers.
Overview of the Company
Cadbury is a British multinational confectionery leading company. It is one of the largest
confectionery company headquartered in Uxbridge, West London. It operates in almost 50
countries. This company is known for it's best known product Dairy Milk chocolate. It is one of
the most successful exporter in UK.
Mission & Vision
Cadbury has its vision statement of delivering the quality product to its customers.
“Working together to create a brand that people love.” This statement shows about the delivering
quality products. Company's mission statement shows “To provide customers with a tempting
and exquisite taste”. This statement shows that Cadbury wants to deliver a good taste to its
customers.
Strategic objectives:
The main objective of this company is to make the market of packaged food products
which mostly deals in chocolate.
 To increase market share up to 10 % in 1 year.
 To minimise production cost up to 6% within 1 year.
Marketing Research:
To make new product deliverable to its new and existing customers, it is necessary for the
company to market its product (Zimmerman and Blythe, 2013). A new product always needs to
know by the customers, before it is going to be launched in the market. A marketing research
should also be done before launching the new product so that company can know about the
targetted customers.
STP:
To identify the most appropriate segment for introducing and selling product, there is a
requirement of STP model. This model is the acronym of Segmentation, Target and Positioning:
Segmentation:
It is referred to as the division of market in accordance with the need and requirement of
the customers. A product cannot be launched in a particular are where it has no or less
consumption. The product should be launched where there is a need of that product. Cadbury is
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launching its new product which has its specification as this product is launched for the children
and a group of specified people. Cadbury divides the customers on their special characteristics
such as age, geography etc. It cannot launch it product in rural areas, as this has its market in
urban areas where people doesn't have so much time. Therefore new product should be launched
in urban areas where people having good purchasing power.
Target Market:
These are the specific customers for which the product is manufacture. A new product
always requires its customers to whom the product is made these are called the targetted
customers. Cadbury is launching its new product which is quite healthier and hunger saviour.
This product is launch in market specially for the children and the different segment of the
society. Hence, the targetted customers for a new product of Cadbury are children. This is
known as the area of a particular type of people who can consume the specific new product
launched by the company. It is not possible for the company to avail its product to everyone.
Since there is a huge competition in the market and it is quite tough to capture all segment of
people. Therefore a particular type of consumers are required to consume a product. Cadbury
should also look forward to capture their targetted customers (McCarthy, Perreault, and Wilkinson,
1994). The targetted customers of Cadbury could be children and a specified group of people
who can consume that product. Target customers requires some of the functions on which they
can rely on the product.
Positioning:
A customer is going to buy a new product in the market, it is must to have positive
feedback of that particular product in the minds of customers. That is what positioning does, it
helps in making a good and positive image of product (Lamb, Hair, and McDaniel, 2011).
Positioning helps in making a comparison of similar products in market. Cadbury has to position
it's product in the market so that it can make a positive image of its product to the competitive
product. Cadbury is one of the biggest and most trusted brand of chocolate in the world.
Market budget:
It is a part of marketing strategy in which whole budget is discussed to evaluate the
marketing cost. It includes all promotional cost, like advertising and public relations, employing
staff, office cost and other expenses (Nguyen and Simkin, 2012) .
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 18500 18000 14500 18350
Investment 95000 18000 26500 35000 25500
Total 155000 36500 44500 49500 43850
Marketing outlay
Promotion 6800 3900 7300 3900 3850
Sales publicity 2900 2198 3385 2290 2700
Direct selling 4800 9500 8000 7000 9650
Total 14500 15598 18685 13190 16200
Implementation & monitoring and control
Segmentation, target and positioning is implemented in this marketing plan which helps
to Identify the required customers to which the product is manufactured. Apart from that,
Segmentation helps in finding the target customers. For this product, children and other job
oriented people are the segments.
Conclusion
From this report, it can be concluded that Cadbury has use the market techniques
uniquely and effectively. Marketing is more essential and important part for the organisation to
introduce their product and services to the customers. Marketing mix is also essential for the
company to introduce their new product to customer and at marketplace. Key roles and
responsibilities of marketing functions relayed to wider organizational context is discussed in
this report. Apart from that use of marketing mix and development and evaluation of basic
marketing plan is also done to achieve overall marketing objectives. From this report, Cadbury is
able to market its new product so as to provide a good response to it's product.
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References
Books and journals
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