Marketing Essentials

This document provides insights into the functions and tasks of marketing, the marketing mix of Cadbury, and the promotion arrangement of Cadbury. It discusses the role of marketing in promoting business activities, the functions of marketing, and the components of the marketing mix. The document also highlights the marketing strategies of Cadbury and its competitor Nestle. It concludes with an analysis of market share and the importance of marketing planning.

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Function as well as tasks of the promotion utility...........................................................3
P2. Functions of marketing.....................................................................................................4
TASK 3............................................................................................................................................6
P3. Elucidate marketing mix..................................................................................................6
TASK 3..........................................................................................................................................10
P4. Promotion arrangement of Cadbury...............................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
Books and journals...............................................................................................................14
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INTRODUCTION
Marketing is measured as a process in which business establishment centre on promoting
their good in mind of its user. The primitive idea of marketing is to increase profit for satisfying
user in both national as well as global market. This report is approved ahead Cadbury. It is a
multinational sweetmeat organisation which is situated in England UK in the year of 1824. This
company run business in approx 50 nations around the globe. There is wide variety of product
which is sold by company such as Dairy Milk, cream egg and many more. This assignment
includes main role of marketing division in organisation. Moreover, it also discuss about how
marketing sector is connected with other function of company. It is necessary for organisation to
describe comparison of marketing mix of Cadbury and its rival firm in order to implement
effective strategy in company. Beside from, this it is necessary to execute appropriate marketing
plan for increasing performance level in an appropriate manner (Arunachalam and Sharma,
2019).
TASK 1
P1. Function as well as tasks of the promotion utility.
It is considered as the important part of business organisation which assists in promoting
functions and activities of business and their product in better way. Apart from this, the
marketing is used for promoting their value in mind-set of user at market place that help in
gaining reasonable profit of rivalries. In context of Cadbury, the role of marketing function that
is mentioned beneath:
Managing brand: It is essential for organisation to maintain brand for rising jumble sale
and prosperity level in prospect era of time. In allusion of Cadbury, their main focus is to target
customer for offering better excellence merchandise to them for satisfying them. It helps in
increasing brand value in the market (Baker and Magnini, 2016).
Accompanying market research: Furthermore, the position of marketing purpose is to
carry out marketing research for assessing need and wants of client at market place. In reference
of Cadbury they take feedback and review of customer for grab the opportunity in order to boost
earnings by useful use of resources in improved mode
Producing internal communication: In suggestion of Cadbury, they describe their goals
product, price as well as strategies to their staff that help in achieving objective in targeted time
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period and it also reducing conflict as well as grievances creating in business organisation. The
main purpose of Cadbury is to maintain healthy relationship with its employees in order to
increase level of productivity level at marketplace
Responsibilities of Cadbury
Satisfying customer necessitate The Cadbury focuses on making successful strategy,
plan and policies for identifying necessity of customer for gaining more profit in improved way.
And also conduct survey in order to execute excellent strategic decision and convert the lead into
sales (Bünte, 2018).
Track trend and market competition: Furthermore it is essential for organisation to know
the trend as well as fashion of market for take best decision for satisfying the need of customer
and also have an idea regarding competition for competitive edge.
Innovation: Innovation play important role for rising sales in upcoming time period. The
primary responsibility of Cadbury is to implement advanced technology in for offer new goods
to its customer. It helps them in retaining customer for a long period of time
Market information: It plays an efficient role in business organisation in which
supervisor of Cadbury take effective decision for tackling situation of market in order to
introduce innovative product at market place. They also assess both micro and macro
environment before they contribute their money towards expansion of their product.
Product scheming and thoughts: As per this process, marketing function focuses on
innovative product in order to satisfy need of user in improved way. Apart from this they
emphasize on unique and specific design for fulfilling necessity of user.
Funding: Furthermore, it is the accountability of manager to maintain appropriate
financial statement for organisation in order to gain more and more profit in future period of
time.
From the abovementioned analysis it has been assessed that marketing function plays an
important role through which Cadbury identify the demands of user in improved manner. It helps
the company in providing superior quality product as well as services to its customer at relatively
fewer prices.
P2. Functions of marketing
Marketing is described as a practice through which there are different activity and function
which is carry out by director for attracting ample of customer for their goods and services for
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increasing sales in upcoming time period. It also helps in boosting productivity as well as
performance level of organisation for achieving competitive edge at marketplace (Hanlon, 2019).
There are a variety of elements such as sales promotion and personal selling for distributing their
goods to its user in order to satisfy their needs. In addition to this, they also offer free samples,
coupon, and discount to its customer for attracting them towards their goods and services at
market place. For this process it is necessary to interconnect the different department of company
for performing their function in an effective manner. Therefore the relationship between different
function of marketing which is going to be mentioned below:
Marketing and Human resource department: HR plays a significant position for recruiting
talented, capable and knowledgeable employees for carry out dissimilar activity as well as
function of company in improved way. In context of Cadbury, the marketing sector focuses on
offering information related to available job position that helps the HR professional to choose
applicant as per their needs and wants. Therefore, it is necessary to make coordination between
both HR and marketing department for increasing profitability and sales of Cadbury in future
period of time.
Marketing and Finance department: Finance is very essential for carry out the task and
activity of business organisation. It is the duty of manager to assess the need as well as
requirement of Finance in every sector. In context of marketing sector there are various
promotional tools which included sales promotion and personal selling for carry out various
function in improved manner. Hence it is essential to make coordination between both finance as
well as marketing sector. In reference of Cadbury the financial management make a budget for
conducting different marketing functions in improved manner.
Marketing and Research & Development department: R and D department focuses on
conducting effective research in order to collect necessary information regarding taste,
preferences as well as needs of customer in an effective manner. They conduct effective research
for identifying the demand of customer during the period of time. The information collected
from R and D department helps the marketing manager in satisfying the need of customer during
the period of time (Karnaukhova and Polyanskaya, 2016).
Marketing and Production department: The production department plays an essential role in
order to produce product as well services as per the need of user during the period of time. Thus,
it is necessary to make coordination between both production department as well as Marketing
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department so that they can produce goods which help in attracting ample of user at market
place. In reference of Cadbury, the production department manufacture goods for satisfying the
need of customer in order to gain competitive advantage of rival firm at Marketplace.
For attracting ample of user at market place it boosts sales in upcoming time period and also
helps in gaining competitive edge. Apart from this it also helps in gaining objective and goal of
Cadbury in pre decided time period.
TASK 3
P3. Elucidate marketing mix.
Marketing mix is the integration of various factors which included product, place, process
price, and promotion people as well as Physical evidence the primary aim of Cadbury is to boost
sales in upcoming days of time period and also focus is on achieving goal in pre decided time
period. Therefore the supervisor of Cadbury exercise on organising and appropriate marketing
mixes of on organisation as well as their competitive strategy for achieving competitive edge. In
assistance of these it help in increasing presentation of organisation in given period of time
therefore the manager focuses on organising or conducting Cadbury and Nestle marketing mix
for increasing the performance level. Thus the marketing mix of both NESTLE as well as
Cadbury that is going to be given below
Components Cadbury Nestle
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Product There are various brands which is
included in Cadbury such as Dairy
Milk chocolate, perk five star as well
as Éclairs and many more. In context
of Cadbury, Dairy Milk give more
profit to the company in future period
of time. The large number of customer
believes that Cadbury focuses on
manufacturing of chocolate but they
produce their product as per the age
group of customer like for kids they
produce chocolate and biscuits Thus,
they adopt effective advertisement
technique in order to provide them
products as per their need at affordable
price.
NESTLE determined as the one of the
big confectionery organisation which is
located in UK. They provide wide range
of facilities to its consumer for boosting
their sales as well as profitability level in
future period of time. The main focus is
to retain customer for a long period of
time. There are various categories of
product which is sold by Nestle which
includes milk product, chocolates as
well as beverages and so on.
Price Cadbury focuses on providing superior
quality product to its customer at
relatively less price. They charge price
as per the quality of product to its
customer in order to maintain good
relationship with its customer at
market place.
The manager of Nestle decide the price
of the product depend upon the quality
for example Nescafe coffee is more
costly than the another brand of Nestle
because it gives high level of
satisfaction to its users that they charge
high price for this product and the user
are ready to pay for their products at
marketplace.
Place The Cadbury distributes their product
at global level they deal in different
countries like USA, Russia as well as
China for distributing its product in
order for fulfilling necessity of user at
The NESTLE focuses on providing their
product around the globe the main
income source for the organisation is
from European country. They deliver
their product from warehouse to its
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marketplace (Zackariasson and
Dymek, 2016).
retailer so that consumer can easily buy
them conveniently. It helps in increasing
sales and margin of profit in upcoming
phase of time period. Nescafe and
Maggie are preferred by consumer
during the period of time so that the
company provide them for increasing
satisfaction of customer in an effective
manner.
Promotion Cadbury adopt different promotional
technique such as advertisement, sales
promotion as well as personal selling
for promoting the product in front of
customer at marketplace.
There are a variety of promotional
technique which is used by NESTLE
such as TV, commercial newspaper as
well as Billboard for promoting their
product in front of customer at
Marketplace. They increase the
awareness of consumer regarding their
product and services which is provided
by the firm during the period of time.
Process After producing the goods the whole
goods are delivered to the wholesaler
then deliver it to the retailer and finally
they are purchased by the end user.
NESTLE focuses on satisfying a
customer for increasing their profit
margin in upcoming phase of time
period. They also provide them after sale
services in order to increase their
goodwill of organisation in mind set of
user in the market.
People Cadbury provides effective training
session to its employee in order to
producing high quality product and
services during the period of time it
help them in increasing brand value
NESTLE provide effective training to its
employees in order to retain them for a
longer period of time. On the other hand
they offer superior quality product to its
customer in order to sustain them in
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and reputation of company in front of
customer at market place.
future period of time (Zheng, Moh and
Moh, 2017).
Physical
evidence
Cadbury mainly focuses on providing
the product in urban areas or
Supermarket in order to increase profit
in future period of time. It also helps in
building good brand image and
reputation of company in front of
customer at marketplace. And also
helps in retaining customer for longer
period of time.
The main purpose of NESTLE is to
provide better physical outlet, sitting
arrangement, vending machine, logo as
well as many more in order to attract
large number of customer for their
company and also increases the
experience level of customer during the
period of time.
For assessment of marketing plan
Market share analysis is the assessment of the market in this size of market for taste and
preferences of the consumer is analysed in an improved manner and also they make effective
strategy in order to beat from the competitor or rivalries. The main focus of companies to
increase its market share by targeting large number of customer during the particular phase of
time period they also focus is on grab opportunity by satisfying the changing need of customer at
market.
 The main significance of analysing the market it help in understanding the need and want
of customer by collecting effective information which is necessary to assess.
 It also help in assessing the competitive strategy for gathering of essential information
that help in increasing profit margin in particular phase of time period.
 They also focus on introducing innovative product and services as per the necessity of
customer for their demand for boosting profit.
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TASK 3
P4. Promotion arrangement of Cadbury
Marketing plan is considered as a printed manuscript that involves entire information
related to movement and purpose of marketing in a successful mode. This document shows the
plan related to whole year so that the company take helps in maintaining the plan. In context of
Cadbury, it has been assessed that the higher authority focuses on making appropriate marketing
plan for carry out task in improved way. There are various steps taken by company in relation to
marketing plan that is given beneath:
Company overview: Cadbury is a multinational confectionery organisation which is
located in England UK in the year of 1824. This company run business in approx 50 nations
around the globe. There is wide variety of product which is sold by company such as Dairy Milk,
cream egg. This business organisation was founded by John Cadbury and they focus on
distributing their products as well as services across the world. The primal market included UK,
Ireland, US as well as Australia and so on. There is extensive variety of goods which is offered
by Cadbury such as chocolates, Biscuits as well as ice creams (Nirschl and Steinberg, 2018).
Vision & mission: The vision as well as mission of Cadbury is to give bigger superiority
goods to its user with delicious taste in order to satisfy the. On the other hand the vision of
Cadbury is to achieve leading position across the world.
Objective: The Primal aim of Cadbury is to increase its portfolio of product by launching
innovative product for its customer in order to provide them best experience at market place. In
present time the company want to introduce sugar free cookies of Cadbury to implement smart
objective in order to achieve it in less time period. They focus is on boosting its market share of
Cadbury with 30% within one year.
STP approach: The STP approach is considered as segmentation, targeting as well as
positioning of product at market place. In context of Cadbury, the boss emphasised on adopting
this tactics for increasing success of innovative product of organisation which is named as sugar
free cookie of Cadbury. The STP approach in relation to Cadbury given beneath:
Segmentation: Segmenting is a procedure of dividing individual person in different
reason as per their needs and wants. In reference of Cadbury, the higher authority of organisation
focuses on segmenting products based on their demographic proportion. It involves gender
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income as well as age of individual person from which the whole market is divided (Okumus and
Cetin, 2018).
Targeting: The marketing manager of organisation focuses on targeting large number of
individual on the basis of demographic proportion. Herein, the marketing manager focuses on
targeting the people who have an age group of 15-45. This is doing so because the age group of
15-45 focuses on their health and they definitely prefer sugar free cookies of Cadbury.
Positioning: Herein, the company focuses on building positive brand image and value of
their product in mindset of customer which help in increasing sales as well as profitability level
of Cadbury in future period of time. They launch sugar free cookies of Cadbury in order to
attract large number of customer between the ages of 15 to 45 during the period of time.
SWOT Analysis: Swot is a structure adopted for analysing interior environmental factor
for performance of organisation. Before launching their new product it is essential for Cadbury
to believe internal environmental factor in order to grab opportunity and minimise threat at
market place. The swot is used for assessing the strength, opportunity, weakness as well as threat
of company that is discussed below:
Strengths Weaknesses
 Cadbury want to operate the business at
National as well as international level
for attracting ample of user at
marketplace.
 In context of Cadbury, they do not deal
in healthy products can be considered
as a major weakness for company. It
reduces sales as well as erodes profit.
Opportunities Threats
 The primary purpose of Cadbury is to
execute advance technology for
offering new goods as well as services
to its user in order to sustain them for
longer time period
 There are various promotional activity
is conduct by Cadbury in order to
promote products and services in front
of customer thus it increases cost for
company can be considered as the
major threat for Cadbury.
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Budget: Budget shows the money which is needed by manager of Cadbury for launching
product named as sugar free cookies of Cadbury for performing various task for introducing
product in improved manner (Purvis, 2016). In context of Cadbury the budget is 15000£ related
to sugar free cookies of Cadbury which is going to be mentioned below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 4000 5000 6000 5000 20000
Venture 8000 13000 13000 33000 11000
Total 12000 18000 19000 38000 31000
Promotion lay out
Advertising 6000 3000 4O00 3300 3250
publicity 4000 2000 6000 2200 2000
Direct selling 4200 2000 5000 3000 4650
Total 14200 7000 15000 8500 9900
On the basis of given budget it has been analysed that Cadbury need approx 15000£ for
launching a new product of Cadbury which is name the sugar free cookie. On the other hand, the
marketing manager of Cadbury focuses on using different promotional technique for launching
product in an effective manner it help in gaining goal as well as objective in future period of time
(Stern and Porr, 2017).
CONCLUSION
On given report, it has been analysed that marketing plays an essential role in order to
increase skill as well as knowledge about their customer regarding goods as well as services in a
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suitable mode. In addition to this, there are a variety of role and responsibility related to
marketing department it is discussed in this report. Furthermore it also describe different
marketing sector which is connected with other business organisation. Apart from this, it is vital
for company to discuss the comparison of Cadbury with its competitive firm for executing
appropriate strategy within company. At last, it is necessary to execute effective marketing plan
for boosting level of performance during a period of time.
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