Marketing Essentials - Cadbury Assignment

Marketing Essentials

Contents
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Main responsibilities and roles of marketing function......................................................1
P2 Roles and responsibilities of marketing relate to organisational context..........................3
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process to achieve business objectives...........5
TASK 3............................................................................................................................................8
P4 Marketing plan.................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Process of use various communication channels to interact with customers to make them inform
about products of entity and influence them to buy the same is known as process of marketing. In
present market where large number of business entities operates and offer same kind of product,
function of marketing becomes an important one (Baker and Saren, 2016). It is very important
for organisations to ensure effective execution of this function as this help in attract large number
of customers and provide competitive benefit to entity. Present report will be based on company
named Cadbury which is a confectionary brand and offers its products worldwide. One of the
main reasons why marketing function is significant for firms is that it is related with various
other functions working in enterprise. Major roles and responsibilities of marketing department
of a business organisation are given in this report. Further, application of marketing mix by
different enterprises to achieve their marketing objective is also mentioned in this. In addition to
this marketing plan for Cadbury is also included in this.
TASK 1
P1 Main responsibilities and roles of marketing function
Concept of Marketing
Marketing is known as the process in which various efforts are done by a business enterprise to
motivate customers to purchase its products (William and Zikmund, 2012). Marketing
department of entity remains liable to ensure effective execution of all activities of marketing
activities. Marketing manager is responsible to develop and formulate an effective marketing
plan so entity can attain its set marketing objective. It is very important that all activities of
marketing department should be completed in adequate manner as this largely affects the success
and failure of entity.
Current and future trends of marketing:
With change in course of time current trends of marketing is changing and companies for
promoting their activities are using latest tools and technologies (Baack Harris and Baack, 2013).
Nowadays, company and use both print and digital media for the purpose of marketing activities
as a result, it helps in providing detailed information about the products and services they are
giving to its customers. Therefore, social media has come up as a great source of connecting and
large number of customers at a time.
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Market Purpose:
Marketing process generally includes four steps so as to know about the interest of
consumers regarding the goods and services provided (Silberschatz, Galvin and Gagne, 2014).
Moreover, all the steps are explained below for better understanding:
 In the first step of market process company tries to find out opportunities that are present
in market area and this is identified by evaluating external market environment. Thus,
this stage provides with the information of customer’s needs and wants.
 In the second stage, after analysing the external market area company tend to select
targeted market area from where maximum benefits can be obtained.
 In this stage, after evaluating targeted market, company formulate or develop marketing
mix strategies which can be further applied for promoting goods and services in order to
attract large number of customers.
 This is the final step in which plans are executed so that purpose of promotion can be
fulfilled.
Therefore, Cadbury a multinational company and manufactures chocolates and other
confectionary items throughout the world. Thus, marketing department of this organisation is
enabling firm in gaining maximum benefits so that competitive advancement can be gained
(Joshi, 2012).
Pricing, product, distribution, promotion, financing etc., all are known as the major roles of
marketing function. It is very important that all these should be perform in an adequate manner.
All these roles can be understood by the points given below:
Product: This is known as mix of various intangible and tangible features manufacture and offer
by firm to its customers for satisfy their needs and wants and to retain them for a long time
period. For attract large number of customers, it is very essential that product of entity should be
unique so firm can capture a larger market share. In relation to context of product, various
research are carry out of marketing department to gather information related with needs and
wants of customers (Brady, 2014). This help in make the product more attractive which motivate
large number of individuals to buy the same. With this entity can get competitive advantage and
at the same time can generate large amount of revenues.
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Pricing: Every entity charge some monetary amount from its customers in exchange of
good or service with the aim of generate profits and to survive in market for long term. Price a
big role in success and failure of product so it is very important for firm to set a right price of its
product so that it can generate profits and at the same time can offer value for money to its
customers (Rossi, Allenby and McCulloch, 2012).
Promotion: Marketing department is mainly known for the promotional activities
perform by it for make the target customers inform about company’s offering and influence them
to buy the same. It is very essential for marketing manager to use effective tools of promotion in
order to attract more customers. Marketing of product done by marketing department play a big
role in success and failure of that product.
Distribution channel: This consists of function which is related to transportation and storing.
Thus, with the purpose of marketing manager that they develop a warehouse within the company
where goods can be stored in large number and in secured manner as well. Therefore, this will
enable company in storing goods in advance and whenever there is a need of more products that
it can be delivered to its customers (Clow and James, 2013). Thus, in relation with Cadbury they
have huge warehouses in different locations and it is enabling company in proper distribution of
products.
Financing: Marketing department perform various kinds of function and for this it is
essential that company have sufficient amount of money. Thus, finance department assist firm in
doing so. For example: Cadbury wants to make an advertisement through which they can pull
attention of large number of customers. therefore, in order to do this, firm may require a large
amount of money hence, this need is fulfilled by finance department.
P2 Roles and responsibilities of marketing relate to organisational context
In a company there are various departments and all these are linked with one another so that
activities of company can be done in an effective manner (Silver and et al, 2012). Marketing
department in a company plays a crucial role in increasing the profitability and sales and this is
done by sharing proper information mostly related to product and services given by the
organisation. In relation with Cadbury, Marketing department is giving information about the
needs and wants of customers so that company in return can deliver excellent services and goods
to its valuable customers. Therefore, interrelationship marketing department and other division
of Cadbury is explained below for better understanding:
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Marketing and Human Resource: Major role of marketing is to promote its activities so that
large number of people can be aware of the products given by customers (Lovelock, 2011). Thus,
for this, it is required that Cadbury has effective workforce who can perform their action for
providing benefits to the organisation. Therefore, human resource department in organisation
after analysing the requirement of each department and on the basis of this they will conducts
recruitment and selection process. As a result, it will aid company in getting employees who are
best fit for the job and can provide benefits to the organisation.
Marketing and Production: With the help of marketing team Cadbury is trying to provide
information related to actual needs and requirements of customers so that production can be done
accordingly. Thus, this assists company in producing goods according to the choices and
preferences of consumers. This saves lot of time and cost of company’s manufacturing process.
Other than this, production department also manufactures goods in advance so as to deal with the
problem of shortage of commodities (Babin and Zikmund, 2015).
Marketing and Research: Main purpose of research departments to collected information
and data so that appropriate information can be provided to marketing division. In this
accumulated data is utilized so that needs, necessities, purchasing so that choices can preferences
of clients can be discovered. Moreover, research department of Cadbury, in order to fulfil the
demands and wants of customers make strategies and action plan which can further assist firm in
delivering excellent quality products and services.
Marketing and Finance: If a company wants to execute any kind of plan it is required that
company has sufficient amount of money this will gradually increase the productivity level of an
organisation (Armstrong and et al, 2015). Delivering best quality product will assist company in
improving its customer base. Thus, department of finance can be linked with marketing division
because promoting activities is not an easy task and without the help sufficient amount of money
no plan can be executed.
Therefore, all these above mentioned points shows that every department of an
organisation are interlinked with one another and work according to the situations within the
market area and company.
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TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives.
7Ps of marketing mix
Basis Cadbury Nestle
Product Cadbury is renowned brand
which is serving best quality
chocolates since it was
established in the year around
1824. Its most popular
products are chocolate bars,
candies etc., In order to
manufacture its goods
company use best quality milk
which are safe from harmful
chemicals. Therefore, Cadbury
Bournvita is one of the strong
brand that stands against its
rival company Nestle.
Unlike Nestle, this company
also deals in same sector but
they have wider products as
compared to Cadbury. Nestle
was established in the year
around 1886 and since then
they are providing variety of
products such as baby food,
coffee, breakfast cereals etc.,
Price Some of the products sell by
Cadbury are at reasonable cost
which can be afforded normal
customers. but they have some
commodities which are high in
price and need more marketing
promotions so as to influence
customers. In addition to this,
Cadbury’s premium brand is
Dairymilk which is liked by
every person whether children,
adults and old aged people.
Price of the products of any
company majorly depends
upon the market itself. For
example; Maggi manufactured
by Nestle is one of the most
liked goods in the world so
even if its price will increase
people will not stop buying
this commodity (Macarthy,
2018).
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Place In relation to this category as
Cadbury is operating its
business worldwide. Company
have an effective distributional
channel which is delivering
products in stores for further
distribution. Although,
company has good distribution
channel but in some places
generally rural areas, have
less supply which is ultimately
lowering down the sales and
profitability of the firm.
Therefore, in context with
marketing strategy such as
FMGG it is breaking down the
process of bulk purchasing.
Unlike Cadbury, Nestle are
also serving worldwide and
customers can purchase its
goods from retail stores very
easily. Thus, they doesn’t have
outlets but have manufacturing
plant in most of the countries.
Promotions According to the current
market area there are different
source of promoting their
activities and social media is
the biggest example and for
this purpose Cadbury is using
both Above the Line (ATL)
and Below the line (BTL)
marketing strategy and in
relation with Cadbury BTL is
most effective because it in a
same time assisting firm in
connecting with people around
Nestle since two decades
working on promotional
activities and for this, they are
using various techniques. For
example: Nestle for its product
Maggi is making fascinating
advertisements which will
further attract people across
the globe. As a result, it will
increase sales and profitability
of the company in limited
period of time.
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the globe.
Physical Evidences In terms of physical evidence
company doesn’t have their
outlets in every country but
they have factories who assist
firm in manufacturing goods
so that it can be further
delivered to distributors.
Same as Cadbury they are
serving worldwide but in most
of its factory their interiors are
excellent which attracts large
number of customers (Lusch
and Vargo, 2014).
Process Process mainly focus on the
procedure or steps under
which company execute its
plan of action. Therefore,
while manufacturing product
company has incorporated
latest tools and technologies
which is aiding them in
producing goods which are of
best quality.
While manufacturing goods
Nestle, focuses on reducing
wastage therefore, company
uses resources in an effective
manner so that nothing is
wasted.
People In relation of this category,
employees and customers are
the valuable component.
Cadbury has around 71,657
number of employees who are
performing their activities for
providing benefits to the
organisation. In terms of
customers it is uncountable
because products of Cadbury
are liked by most of the people
across the globe and their
In terms of employees
company has around
323,000 workers who are
doing their job so that superior
quality products can be
delivered to its customers.
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focussed group is mostly
young people.
TASK 3
P4 Marketing plan
In order to run a business and gaining more and more profit it is important that company
develops a marketing plan which firm can use as a blueprint for performing their activities
(McDonald and Wilson, 2016). Thus, this plan assists in executing the action plan in a systematic
manner without any issue and complications. In terms of Cadbury, marketing manager of this
company is considering all the factors before making a marketing plan. As a result, it is working
as a positive factor for the company. Therefore, marketing plan followed by Cadbury is stated
below in order to understand the same in better manner.
Overview of the Company
Cadbury is one of the leading companies in United Kingdom that mostly manufactures
chocolates and confectionary items for its customers. This firm was established in the year
around 1824 by John Cadbury and since then Cadbury is giving superior quality products in
terms of taste. In chocolates company has large number of variants such as Diarymilk,
celebrations etc., in addition to this, they are also discovering a new product that tastes different.
Mangers of Cadbury in order to increase its sales and profitability provide discount offers and
this mostly happens in festive seasons.
Mission: Cadbury works with the mission of providing superior quality products by
doing changes on a regular basis.
Vision: Vision of Cadbury is to become one of the popular brand amongst customers
Marketing Objectives:
Every Company has its marketing objectives which they want to achieve for obtaining a
better position at market area. Thus, some of the objectives are stated below:
 To increase the sales of its products from 15 per cent to 20 per cent under six months of
duration.
 To produce a whole new product this can enhance the market share upto 20 per cent in
upcoming 2 years.
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STP: This is determined as an approach that assist firm in developing effective marketing plan
considering different kinds of segments present (Garrigos-Simon, Lapiedra Alcami and Barbera
Ribera, 2012). After the process of segmentation, company than tries to find out targeted
customers from where firm can gain maximum benefits. Thus, this will ultimately affect the
positioning of the firm. STP is further explained below in detailed manner:
Segmentation: In this, market is further divided on the basis of segments from large group of
people to smaller group of people. In relation with Cadbury, they have products for children,
young and aged people as well. Other than this, demographic factor is also being considered by
the company.
Targeting: In terms of targeting customers Cadbury has focussed more on youth and they have
produced goods according to the choices and preferences. Other than this, company on festive
seasons such as Easter, Christmas etc., concentrate on family and produce goods accordingly
(Morgan, 2012).
Positioning: Most of the company establish its businesses in order to get into a better
position so that they can be recognised by large number of people. If Cadbury, delivers goods
according to the needs and wants of customers that it will assist firm in getting into a better
position.
Swot analysis of Cadbury
Strengths Weaknesses
 As compared to other rivalry firm
Cadbury has good distribution
channel and for increasing its sales
they use effective marketing
practices.
 Most of its products are available at
reasonable cost and fits in the budget
of customer. As a result, it enhances
profitability and generates more and
more amount of money for the
organisation.
 Manufacturing chocolates and other
confectionary items required a
skilled employee and for company it
is not possible that they get the same
every time.
 Controversy related to worm found
in chocolates of Cadbury is the
biggest weakness due to this act a
decrease in sales was seen.
Opportunities Threats
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 As Cadbury is manufacturing
chocolates and confectionary items if
company get a chance of producing
other food items as well than they
must grab the opportunity because it
will increase customer base in
different areas.
 With the change in course of time
people are becoming more health
conscious and they are moving
towards healthy diet. Therefore, it
can act as a threat because sales and
profitability can decrease because of
this.
 Decrease in the availability of raw
material is the biggest threat due to
which price of some of the
commodities are higher as compared
to other products (Taneja and
Toombs, 2014).
Marketing budget:
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales
publicity
2000 2000 1000 1000
Direct
selling
4000 3000 1000 1000
Total 25000 7000 10000 9000
Monitoring and control
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This is an important activity which is to be performed by the manager of marketing after
developing a marketing plan (Tollin and Schmidt, 2012). Main purpose of this is to control or
minimise the wastage of raw materials as a result, it will ultimately reduces the cost applied.
Therefore, superiors of Cadbury are looking after all the activities s o that proper functioning can
be done.
CONCLUSION
From the above given project information, it can be summarised that marketing is one of the
most essential department of every enterprise and it is very essential that this should be execute
in an appropriate manner. With this company can carry out promotion of its products and can
attract more number of customers. It is very important for marketing manager to perform all
roles and responsibilities in effective manner so company can achieve its set sales objective.
Proper communication should be there among all departments working in company so
cooperation can be maintained. With effective application of all element of ,marketing mix
company can easily achieve its set marketing objectives and can sustain in market for long run.
Marketing plan should be formulated by consider all objectives and mission of company so
enterprise can generate more number of profits.
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Online
Marketing mix of Cadbury. 2018. [Online]. Available Through:
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