Marketing Analysis and Strategy Report

The report discusses the importance of marketing in a company, various marketing processes, and trends such as digital media and print media. It also highlights the responsibilities of a marketing manager, including market research and development of marketing strategies.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Introduction to the concept of marketing, including current and future trends......................3
2.An overview of the different marketing processes..................................................................4
3. Explanation of the role and responsibilities of a marketing manager.....................................5
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation..................................................................................................6
5. The value and importance of the marketing role in the context of the organisation...............7
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.................................................................................................7
7. Marketing mix.........................................................................................................................7
8. Produce and evaluate a basic marketing plan for Cadbury.....................................................9
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is one of the most important division of an organisation which helps in
promoting and selling of the products. Also, it undertake other activities like advertisement,
promotion,product delivery, etc. This report will also discuss about various concept of marketing
that are being adapted by the companies in order to promote their products and services
including the future trends or marketing (Ahmed and Rafiq, 2013.). There are various roles and
responsibilities of the marketing manager which would be studied in the report. Additionally,
there are different divisions in an organisation such as HR, Finance, Marketing, etc. Hence, an
interrelation between these departments of Cadbury is discussed in the report. Cadbury is one of
the well known multinational organisation. The respective company is the second largest
confectionery producer in the world. Also, the organisation is providing its services in more than
50 countries all around the world.
1. Introduction to the concept of marketing, including current and future trends.
The marketing concept of Cadbury is referred to the strategy which are made and
enforced by the respective organisation in order to achieve the companies goal of increasing the
revenue by promoting the sales of Cadbury. The marketing concept is consist of five different
concepts which are Production concept, Product concept, Selling concept and Marketing concept
(Baack, Harris and Baack, 2013). These concepts focuses on different aspects of promoting the
sales level of the respective organisation.
Current Marketing Trends
There are various marketing methods that are practised by Cadbury in today's time. These
are mentioned below:
 Print Media- It is one of the traditional method of marketing that is been adapted by
Cadbury. The print media promotion of the respective organisation includes newspapers,
hoardings, pamphlets and other modes of print advertisements. This method helps
Cadbury in educating the customers about the latest updates, offers and new launches by
the respective organisation which results in increase in the number of sales of the
company.
 Door-to-door- This method of marketing undertakes the promoting the products of
Cadbury directly to the customers by reaching them at their locations. The respective

organisation use this method of marketing in order to approach such customers which are
not easy to reach and communicate. This helps in increasing the market share of Cadbury
and increase the companies turnover.
Future Marketing Trends
There are certain methods of marketing which can be considered as the future of
marketing due to their flexibility and technical advancement. These are as follows:
 Digital Marketing- It involves marketing of the products and services of the company
through digital technology which is consist of modes like Internet, mobile, display
advertisement, etc. However, Cadbury uses digital marketing tools like e-commerce,
Search engine optimization(SEO), social media marketing, e-mails and many more
(Baker and Saren, 2016). These methods help in promoting products that are best suitable
for the customers according to their demographics and other basis through which
Cadbury can target the right customers.
 Influencer- It is one of the new trend of marketing the product which is consist of
partnering up with the influencers. As they have a very high influence on the customers
which can help making mind of the customers to consume the products and services of
the company. Additionally, they help in building a strong reputation of the company.
Hence, influencers can help Cadbury in promoting the product range of the company
along with building a strong image of the respective organisation.
2.An overview of the different marketing processes.
Marketing process can be defined as a method of measuring the opportunities, selection
of target, developing marketing mix and managing the whole process. Hence, the marketing
process of Cadbury is mentioned below:
 Measuring the opportunities- This is the first and the foremost step of marketing
process which is consist of analysing the opportunities in the marketplace that are best
suitable for the company. Hence, Cadbury can measure various macro elements of the
market which are demographics, competitions, etc. (Brady, 2014) in order to provide the
products and services that are highly demanded by the customers.
 Selection of target- This step helps the selecting the targeted customers for Cadbury.
Hence, in order to select the right target of group for the company, STP method is

practised which includes segmentation, targeting and positioning of the company's
products in the respective marketplace.
 Developing marketing mix- This step of marketing process focuses on creating the right
combination of marketing mix which will help Cadbury in creating an effective strategy
which will help in attaining productive results for the respective organisation.
 Managing the process- The last step of marketing concept is consist of managing the
whole process of marketing through analysing and implementing the changes in the
marketing efforts that are been made by Cadbury in order to attain more sales and profit
growth of the respective company (Clow and James, 2013).
3. Explanation of the role and responsibilities of a marketing manager.
There are many role and responsibilities which are taken care by the marketing
department of Cadbury. The marketing division of the respective organisation is consist of
product manager, social media manager, marketing manager and many others.
Marketing Manager- The marketing manager of Cadbury is accountable for managing and
application of the market strategies which are made for enhancing the promotions and sales of
the respective company. However, there are various other roles of the Marketing Manager. These
are mentioned below:
 Developing Marketing Strategies- The strategies of marketing are one of the
important element of the respective division as they help in promoting the products
more efficiently. Hence, it is the role of the marketing manager of Cadbury to
analyse the develop effective marketing strategy which will help in achieving more
positive results.
 Market Research- The marketing manager of Cadbury conducts a market research
which helps in understanding the demands of the customers. With the help of such
data, the company is able to provide customer's desired products which helps in
expanding the market share of the respective organisation. Additionally, the market
research also helps in modification of the existing products to update the products of
Cadbury as per the new market trends (Huang and Sarigöllü, 2014).
 Identify new business opportunities- In order to expand the business, it is important
for the company to look for new market places. Hence, it is the job responsibility of

the Marketing manager of Cadbury to explore new market place and those which are
not yet explored by the rivals of the respective organisation.
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
There are many functional divisions in Cadbury which undertakes different roles and
responsibilities in order to maximise the respective company's interest. Some of the functional
divisions of Cadbury are Finance, HR, Production, Marketing, etc. However, it won't be wrong
to say that the marketing department have interrelation with other divisions of the respective
company. Thus, the interrelation can be understand by the discussion below:
 Marketing and HR- The Human resource(HR) division of Cadbury is responsible for
appointing well skilled and knowledgable candidate for the desired vacancy. Hence, the
HR division of the respective organisation can help the marketing department by hiring
the right candidate which can help the marketing division in increasing the productivity
of the department (Joshi, 2012).
 Marketing and Production- The production division of Cadbury is responsible for
producing the products which are served by the respective organisation to the end users.
Hence, the marketing division of Cadbury helps in promoting the product line of the
respective company which helps in maximising the sales level. Additionally, the
marketing division also helps in providing the market data to the production about the
customers preferences and latest trends which helps the production division of Cadbury
in modifying their products to increase the satisfaction of the organisation.
 Marketing and Finance- The finance division of Cadbury is responsible for providing
funds to the different divisions of the company. Hence, the finance division can provide
adequate funds to the marketing department which will help in conducting the operations
more efficiently. This will result in attracting more customers for the company and
increase the revenue of Cadbury (Lovelock, 2011).
5. The value and importance of the marketing role in the context of the organisation.
Marketing is the department which helps Cadbury in many aspects. It helps in identifying
the customer's demands and results fulfilling them. Other than this, the values and importance of
marketing is given below:

 Helps in Promotions: Marketing helps Cadbury in promoting its products and services.
The promotions are made through various means such as internet, print media,
advertisement and many other methods. Hence, the marketing is improtant to promote the
products and services of Cadbury in order to educate the customers about the products
and various offers (opolšek and Čurin, 2012).
 Provides Customer's Services: Marketing helps in maintaining the relation with the
customers which helps in providing quality services to the end users. Additionally, this
helps Cadbury in retaining the customers for long run by providing customer services.
 Product Development: Marketing helps the company to modify its products and
services as per the requirements and demand of the consumers. This also helps Cadbury
to stay updated with the market trends and fulfil the trending demands of the customers
which helps in attaining more sales of the respective organisation.
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.
In order to achieve the goals on Cadbury which is to expand the business and increase it
turnover, it is important to have an effective interrelation between all the functional departments
of the respective company. As it will help in increasing the productivity and a healthy
communication among the different departments. Hence, it is important to have an effective
relationship among the departments to achieve harmony and smooth running of operations.
7. Marketing mix.
It can be describes as a a tool which helps in analysing the macro environmental factors
which affects the decision making of the Cadbury. The main purpose of the company is to assist
the company in making decisions of the respective organisation. Hence, the marketing mix of
Cadbury in comparison to Nestle is mentioned below:
Marketing Mix Cadbury Nestle
Product Cadbury serves variety of
product range such as
chocolate i.e Dairy milk,
Bournville, Five star, Perk and
many more. Additionally, the
Nestle has a different range of
products some of which are
Kit-Kat chocolate, Munch,
Maggie noodles, Ketchup,
Coffee and many more.

company also serves biscuits
and milk products such as
Oreo, bournvita, etc.
Price The company believes that its
quality follows the price. This
means the quality of the
products are high due to which
the price of the products are
expensive (Silberschatz,
Galvin and Gagne, 2014).
However, some of the products
are less expensive as well such
as five star, perk and others.
The price range of Nestle;s
product is not that expensive.
This is because of the motto of
the company which is to sell
quality and focus less on price
earnings.
Place Cadbury has been providing its
services in both urban and
rural market. This reflects a
sound distribution channel of
the respective organisation.
Nestle has been operating and
providing its products and
services all across the world.
Promotion Cadbury undertakes various
promotional activities in order
to promote its services. Some
of the modes that are been
used by the company are
Advertisement, newspapers,
digital media and many more.
Nestle uses several methods of
promotion such as print media,
advertisement, offers and
discounts, etc.
People The respective company
provides various benefits to its
employees such as insurance
benefits, vacation policies,
retirement benefits and so on.
Nestle has a huge employee
ratio with total number of
3,23,000 people working in the
company. Along with this, the
respective organisation cater

various benefits such as
security, health, and many
others.
Process Cadbury mainly focuses on its
quality and packaging in order
to attract more customers
through different attractive
packagings (Silver and et al,
2012). Also, the company
focuses on providing packages
according to the different
festivals which is one of the
asset of the company.
Nestle is an international
company which focuses on
providing quality. However,
the packaging of the products
are simple.
Physical evidence The company serves various
products to the customers
which can be considered as a
physical evidence of the
company. Additionally, the
company has huge number of
loyal customers which
consumes the products of
Cadbury.
The vast product range of the
company are the physical
evidence of Nestle. Also, the
official website which reflects
the company's information and
other updates is also the
evidence of Nestle.
8. Produce and evaluate a basic marketing plan for Cadbury.
Marketing plan of Cadbury is a comprehensive document which studies the marketing
efforts and advertising which are made in order to achieve the high revenue of the respective
company. It is consist of various marketing tactics and tools which helps in supporting Cadbury's
long term goals.

Overview of the company- Cadbury is a multinational British company which was
founded by John Cadbury in 1824. The respective organisation is providing its services across 50
countries across the world. The company is producing variety of confectionery products such as
bars, cookies, multi boxes, etc.
Vision- The vision of Cadbury is to have a peaceful, equitable society. Also, Cadbury
believes in providing the best confectionery items to the society all around the world.
Mission- The mission of Cadbury is to encourage social justice with the help of research,
policy and influencing the opinion of the consumers. Also, Cadbury have a mission to be the best
confectionery provider among the other competitors in the market.
Objectives- Cadbury is aiming to increase its sale by 15 percent in next 6 months by
expanding its business to the new market.
SWOT Analysis- It is one of the most common tool that is being practised in order to
analyse the strength, weakness, opportunities and threats of the Cadbury.
Strength
 Cadbury is a well known brand in the confectionery industry. This is why it has a good
market reputation which helps the company in retaining the customers.
 The products are pocket friendly which means that the products are available for price
range which allows people to easily afford the products.
 The marketing and distribution channels of Cadbury is very strong which helps in
maintaining a market position for the organisation (William and Zikmund, 2012).
Weaknesses
 One of the weaknesses of the respective company is that it lacks in penetrating the rural
market due to which the market share of Cadbury gets limited.
 The product line is consist of high calories which leads to various health issues such as
high cholesterol, diabetes, overweight and many other problems. Due to this reasons,
many people avoid consuming the products of Cadbury.
Opportunities
 Due to awareness of the customers towards healthy lifestyle, Cadbury have an
opportunity to launch health friendly products which will help in increasing g the market
share of Cadbury.

 By expanding its businesses to other countries where the company has not expand its
business yet, the company can earn more profit and increase its popularity.
 Cadbury can modify its products according to various occasions which will help in
increasing its sales during festival time.
Threat
 The company has various bog competitors which share the market with them. These
companies are Nestle, Amul, etc. Hence, the company is on high risk or customers
getting diverted to other brands.
 The new entrants in the confectionery creates a threat to the company for they might
provide similar products at low cost which can cost to loosing the number of customers.
 The general awareness of the customers towards health and nutritions is leading the
company to heavy lose.
Marketing budget of Cadbury
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing
outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000

Total 20000 23000 18000 18000 16000

STP Analysis
Segmentation- It is one of the element of STP analysis which concentrates on dividing
the customer in different groups according to their age, profession, culture, needs and other
factors.
Targetting- This methodology in consist of targeting the customer according the product
of the company. For example, Cadbury concentrates on youth and people below the age of 30.
Positioning- It is consist of placing the product in the right market. For example, the
chocolate bar of Cadbury is positioned in the market where the number of youngsters are more in
order to earn more profit for the respective company.
Competitor Analysis- This analysis undertakes a close analysis of competitors and their
activities which help in decision making of the company such as price, design, and other
decisions of Cadbury. Some of the competitors of the company are Nestle, Amul, Hershey's,
Ferrero, Mars, etc. (Rossi, Allenby and McCulloch, 2012).
Monitoring and controlling- This is a process which undertakes measuring the
procedures of the marketing and implement the required changes in order ignore marketing
errors and achieve the desired results. Hence, Cadbury should monitor all the marketing efforts
and take the actions in order to make an efficient marketing plan.
CONCLUSION
From the above report, it can be concluded that marketing is a very important element of
an organisation which helps in promoting the business of a company. Also, there are various
marketing process which helps in choosing the right target for the company. There are various
marketing trends that are been adapted by the company to enhance the number of sales and
active promotions such as digital media, print media and many more. It can also be analysed that
the role of marketing manager is vital in a company which undertake many roles and
responsibilities like market research, development of marketing strategy, etc. This report also
concludes that there is an interrelation between marketing and various divisions of an
organisation.