Marketing Essentials

This report discusses the key roles and responsibilities of marketing functions and their relation to the wider organizational context. It also compares the marketing strategies of Cadbury and Nestle using the marketing mix. Additionally, it provides a basic marketing plan for Cadbury.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Key roles and responsibilities of marketing functions..........................................................1
P2. Roles and responsibilities of marketing relate to wider organisational context....................3
LO 2.................................................................................................................................................4
P3. Comparing ways of Cadbury by applying marketing mix....................................................4
LO 3.................................................................................................................................................8
P4. Producing and evaluating basic marketing plan....................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is that term which is being defined as action of a particular business in order to
promote and sell products and services with the help of marketing research and advertisements
(Anwar, 2019). In other words it is the process that basically includes researching, promoting,
selling and distributing products and services that has been produced by the organisation. In the
following report, Cadbury has been taken into consideration. It is a British multinational
organisation which is being headquartered in Uxbridge, West London. It conducts operations in
50 countries and above all around the world. It is basically known for Dairy Milk chocolate,
Creme egg and roses selection box.
In the following report, key roles and responsibilities of marketing functions along with
their relation with wider organisational context will be discussed in detail. Further, the process of
marketing of Cadbury has will be compared with Nestle with the help of marketing mix. In
addition to this, basic marketing plan for Cadbury will be evaluated that would be helpful for
cited company to achieve success and high profitability.
LO 1
Covered in PPT.
LO 2
P3. Comparing ways of Cadbury with Nestle by applying marketing mix.
Marketing mix is that term which is defined as the set of actions or tactics that is being
used by company is order to promote the brand or a product of that particular brand in an
appropriate manner (Evans and Sherman, 2016). Thus, the ways of cited organisation Cadbury is
being compared with Nestle with the help of marketing mix which has been discussed as per
below context-
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Bases of Differentiation Cadbury Nestle
Overview It is the British multinational
organisation that is being
headquartered in West
London. It is the second
largest brand that is being
operated in more than 50
countries all over the world.
It is the largest food company
in the world that is being
measured by revenues and is
being headquartered in Vaud,
Switzerland.
Product Cadbury basically offers high
range of products and offers
various products in number of
countries. The product that has
been offered by them includes
Chocolates, candies, biscuits
Nestle is the fgirm that has a
large and also diverse product
portfolio that includes
products in seven categories.
Further, cited organisation gas
their focus mainly on
2
Figure 1: Marketing Mix
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2019)

and beverages, dairy milk, 5
star etc. It enjoys huge level of
market share
innovation of a new product
portfolio that is basically
based upon customers
changing needs and
preferences.
Price Cadbury basically adopts
Skimming pricing strategy
through which prices are set
very high in order to take
advantage of desires of some
people in order to have new
product or design at any price
(HIDIROĞLU, 2019).
Nestle has used varied pricing
strategy in the era where there
is high level of competition.
Thus, products of Nestle has
brought them in various types
of pricing ranges that is from
affordable price to premium
and later on to super premium.
Place The distribution of Cadbury is
fantastic and widespread. The
channel of distribution plays
vital role in making Cadbury
to reach each corner of a
market. They are basically
available in both urban and
rural areas.
Nestle has divided its business
in three primary zones that are
based on geographical
markets. The products of this
particular brand are available
all over the world and it is
possible because of robust
distribution channel.
Promotion Promotion plays vital role in
order to attract huge amount
of customers. Thus, Cadbury
uses proper mix of ATL, BTL
and digital channels in order
to create awareness and also to
promote their products. The
cited organisation therefore
makes great efforts in order to
make their product reach
Nestle is a world famous
brand which basically uses
several number of marketing
channels in order to promote
its brand and products. Thus,
along with digital marketing,
social media marketing is also
being used in the market. In
addition to this, it has also
been analysed that E-
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people and also to make
people aware of items.
commerce has become both a
channel in terms of sales and
also for marketing for the
products of Nestle.
People Cadbury has about 35 percent
of the local confectionary
market that basically employs
more than 2300 people in
Australia. In addition to this, it
employees more than 45000
employee all over the world
and runs three factories at the
same time.
Nestle is termed as the worlds
largest and most diversified
food and beverages company
that has unique global
footprint having around 447
factories which conducts their
operations in 189 countries.
The number of employees that
works with them includes
around 339,000 people.
Process There are number of processes
that are being used by
Cadbury so that they can get
help in effective utilisation of
resources that further leads in
improving the systems of
business.
The main aim of Nestle is to
focus on maximising the profit
rather than taking business
processes into consideration.
Physical Evidence The logo of the Cadbury has
not changed and has a great
impact on the customer. The
logo gets customers attracted
towards them. Thus, physical
evidence plays vital role in
making people getting
attracted towards the brand.
Nestle is the firm that is being
creating better evidence
connectivity with the help of
setting up the corners of
coffee with the logo on the
vending machines.
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LO 3
P4. Producing and evaluating basic marketing plan.
Marketing plan is termed as that report that leads in outlining the marketing strategy. This
marketing plan basically includes overview of business marketing and also the goals in terms of
advertisement. Thus, basic marketing plan has been created as per below context-
Executive summary
Marketing plan is termed as a blueprint that helps organisation in going in right direction
that further helps them in achieving long term success and also helps in analysing the way
through which they can improve themselves in the best possible way they can (KHARBANDA,
2017).
Company overview
Cadbury is termed as one of the leading confectionary brand of the whole world. It was
therefore established in Birmingham, England in the year 1824. The cited organisation provides
huge varieties of chocolates, gums and candies to various sectors or consumers of different age
groups. The numbers of employees that are involved in this firm are 46000 that too across 60
countries. This firm was basically owned by the British company.
Vision/ Mission/ Objective
Vision statement is that the employees that are involved in an organisation must work
together so that they can create good relationships and high level of loyalty base.
Mission statement of Cadbury is that to stay as simple as possible and maintain the
quality by promising the customers. Thus, the reputation and image of the cited brand depends
on the quality of a product that has been offered to customers.
The main aim and objective of the cited organisation is to become the world’s best and
largest confectionary company in such way that they perform better than that of competitors.
Situational analysis
In this term, analysis is being done in terms of internal and external factors of a business.
In other words, it leads in identifying the capabilities of business, customers and also the
environment by analysing their impact on business (Kotler, and et.al., 2018). Thus, Pestle and
Swot analysis has been taken place which has been discussed as per below context-
Pestle
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 Political- The value added tax rose by 2.5% in the year 2010. This helped the cited
organisation in order to increase the price of a chocolate and also reduce the sales. Thus,
in UKs context the change of the government from that of labour party is bound in order
to influence the operations that have been taken by Cadbury (Tuten and Solomon, 2017).
 Economic- The product that has been sold by the cited organisation is quite stable even if
they face monetary downturn in the whole world. Thus, in the latest year recession was
increased and it reached the peak in order to hit the lower end of its 4-6 %.
 Social- The cited organisation is responsible towards the basic needs and demands of
customers. There are also number of concerns in western world that owes in terms of
rising case related to obesity that too specially among children that affected the
consumption of chocolates.
 Technological- Technology also plays significant role in packing and production of
products that is being produced by Cadbury. They have taken recent moves that include
pathogen testing systems and also filing various patents for heat resistant chocolate
(Perreault, 2018).
 Legal- Cadbury is the most reputed brand which does not need any kind of security for
protecting their brand. There are various substitutes but they cannot be compared to
Cadbury as it is the reputed brand and has loyalty customer base.
 Environmental- There is a huge requirement of well developed environmental image
therefore they have to try to invest in green technologies.
Swot
Strengths
 A wide variety of products
 It is one of the trusted and premium quality brand
 Employee strength of around 70000.
Weakness
 Few instances in terms of recall of a product which is hampered the brand image.
 Controversies in terms of advertising that made international news.
Opportunities
 Increase reach in rural market
 Diversification in related food segments.
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Threats
 Increase in cost of raw material
 Inflation leads in causing sales reduction.
STP process
Segmentation
 Those people who buy chocolates either to eat or to gift.
Targeting
 Those children and families that belongs to lower, middle and upper middle class.
Positioning
 It is the sweet product that can be used for happy occasions or auspicious beginning.
Marketing Mix
 Product- The product must be innovative and health conscious as people today are very
much health conscious and try to consume healthy product that won’t affect their health.
 Price- Cadbury must provide their goods and services at reasonable price with high
quality so that consumers get attracted to them easily (Ramli, 2017).
 Place- The products must be available at every corner of their market so that the audience
don’t have to travel much for this brand and can easily have it without any difficulties.
 Promotion- The cited organisation must try to make people aware about the product by
highlighting the actual information and try to reach the people by promoting on social
media as today’s generation is very much attracted to social sites.
 Process- The process to produce these goods and also to promote it to the market must be
easy and simple as possible.
 People- The employees of an organisation must be given with proper training and
development programs so that they get motivated and maintain the relationships with
customers in such way that they gets attracted towards the brand.
 Physical evidence- The design and packaging of a product must be very much creative
and innovative that it attracts huge volume of customers towards the brand (Saxena,
2018).
CONCLUSION
From the above report, it has been analysed that Marketing department plays extremely
significant role in order to achieve long term success and attracting huge volume of audience
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towards the brand by advertising and promoting the product into market. Further, marketing mix
is termed as the most important concept that helps the cited organisation to achieve the
competitive advantage. In addition to this, marketing plan has been created that helps in
analysing the actual strengths and weakness and the area where they have to be updated so that
they can earn huge profitability and high productivity.
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REFERENCES
Books and Journal
Anwar, S. T., 2019. Kraft's acquisition of Cadbury: Was it an amicable transatlantic merger or a
hostile takeover?. Thunderbird International Business Review. 61(2). pp.439-451.
Bailey, A. R. and Alexander, A., 2019. Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History. 61(4). pp.659-680.
Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Chokshi, P., Shah, H., Arora, R. and Agrawal, N., 2016. Perception of Consumers towards
Cadbury and Nestle. Asian Journal of Research in Marketing. 5(6). pp.8-27.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Evans, J. R. and Sherman, F., 2016. Improving NFW Product Planning Through an Analysis of
New Product Failure. In Proceedings of the 1979 Academy of Marketing Science (AMS)
Annual Conference (pp. 295-300). Springer, Cham.
HIDIROĞLU, D., 2019. AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC
PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY
INDUSTRY. Uluslararası İktisadi ve İdari İncelemeler Dergisi. (25). pp.153-164.
KHARBANDA, O., 2017. CONSUMER PERCEPTION TOWARDS CADBURY DAIRY MILK
ADVERTISEMENTS (Doctoral dissertation).
Kotler, P., and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Ramli, N. S., 2017. A review of marketing strategies from the European chocolate
industry. Journal of Global Entrepreneurship Research. 7(1). p.10.
Saxena, A. K., 2018. Unit-6 What does Marketing Involve?. IGNOU.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Online
The Marketing Mix 4P’s and 7P’s Explained. 2019. [Online] Available through: <
https://marketingmix.co.uk/>
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