Marketing Essentials Case Study Assignment - Cadbury

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Concepts of marketing........................................................................................................1
2. Overview of different marketing process:..........................................................................2
3. Role and responsibilities of marketing manager of Cadbury.............................................3
4. Marketing department with other functional departments of Cadbury..............................4
5. The value and importance of the marketing role in the context of Cadbury......................5
6. Significance of having effective interrelationships between different functional units.....5
7. Comparison of marketing mix elements between Cadbury and Nestle.............................6
8. Marketing Plan for new product launched by Cadbury....................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing essentials describes creating, promoting and delivering goods to customers.
Marketing concept is an idea that organisation analyse the needs of targeted customers and help
them satisfy their needs and achieve the desired goal and objective by increasing profitability and
productivity of the company. Marketing essentials of cadbury is discussed in this report. Cadbury
was established in Brimingham, England in 1824 by John Cadbury. Its legal name is Mondelez
Austrella pty ltd. It is known mainly for its chocolates and chocolate bar. It has more than 71,657
employees. Cadbury is growing rapidly and now is one of the leading business. This report will
include overview of marketing process and importance.
MAIN BODY
1. Concepts of marketing
Production concept: Cadbury aims at providing high quality products to the targeted
markets. It aims to produce products which are affordable by the customers. Further, it has also
increased the size of bar and improved taste of confectionery.
Selling concept: Cadbury focuses on aggressive selling programs and carry on various
campaigns and promotion activities to attract new customers and retain old customers.
Marketing concept: Cadbury aims at improving product quality of confectionery and
introducing new products in the market according to the needs and requirement of customer. It
focuses on building brand image of the company and attracting more customers by innovative
packaging and market positioning than its competitors (Baker 2016).
Product concept: Product concept is the understanding of the dynamics of the product in
order to showcase the best qualities and maximum features of the product. Cadbury involves
there lot of time in market research to reach their target audience.
Societal marketing concept: The societal marketing is a marketing concept that holds that
a company should make marketing decisions not only by considering consumers' wants, the
company's requirements, but also society's long-term interests.
Current and future market trends:
 Social media marketing
 Advertising
 Content marketing
 Word-of-mouth marketing
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 Audio visual marketing
 Hoardings and banners
 Artificial intelligence
 Virtual reality and augmented reality
 Chatbots
 Personal website
 Blogs
 Application for phone and tablets
Cadbury mainly focuses on social media marketing and advertisement on television,
hoardings, etc. to attract large number of customers worldwide. In future it aims at tapping
growth into dark chocolate and will target health conscious consumers by launching no added
sugar chocolate bar and lower calorie product. Cadbury is also working on development of
applications for phone and tablets (Baker 2016).
2. Overview of different marketing process:
SOSTAC MODEL for Cadbury:
 Situation analysis: Where are we now?
Cadbury is one of the second leading confectionery brand in the world after Mars. It focuses on
systematic marketing plan and achieving high level of operating efficiency and achieving goals
and targets of company. Cadbury has upgraded, improved and modernize production equipment
for efficient productivity.
 Objectives: Where do we want to be?
The main goal of the Cadbury is to be the world's best confectionery company in terms of quality
and profitability. Furthermore, they want to focus on cost reduction and improved technology for
increasing productivity, sales and growth of the company.
 Strategy: How do we get there?
It focuses on making a strategic plan to meet desired goal and objective of the company.
Cadbury aims at targeting market segment and customers which will increase volume in sales
and attract more customers.
 Tactics: Details of strategy.
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