Marketing Essentials | Marketing function | Assignment

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Key roles and responsibilities of the marketing function.......................................................1
Analysis of the roles and responsibilities of marketing and further analysis of the
interrelationship between marketing and other organisational functions...............................3
Analysis and evaluation of the key elements of the marketing function and its relationship
with other functional units of an organisation........................................................................6
Activity 2.........................................................................................................................................7
A comparison of how different organisations apply the marketing mix and different strategies
applied by organisations.........................................................................................................7
Evaluation of a detailed, coherent and strategic marketing plan for a product....................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................33

INTRODUCTION
Marketing is considered as a collection of overall activities that are undertaken through
firm to promote, sell, deliver value for satisfying the consumers requirements into market area.
This is aimed at identifying the whole in accomplished requirements of target marketplace.
Mainly it plays role of ascertaining and examining the size of the market as well as the potential
of profitability. Moreover, this aids firm to select appropriate segment that tend to perform
effectually. It also ascertains the efficacious techniques and procedures by which organisation
can market their goods or services for obtaining maximum responses from clients. For this report
the chosen company is Cadbury which is a leading British multinational confectionery firm.
Also, this operates in more than 50 countries such as Australia, Ireland, Canada and many more.
Its headquarters is in Uxbridge, UK. The purpose of this report is to present key role and
responsibilities of functions of marketing. Interrelationship among marketing with another
organisational functions as well as evaluation of key elements of marketing function.
Comparison of how various company apply marketing mix to planning process and evaluation of
different strategies. Preparation of the marketing plan are also mentioned in this report.
1

Activity 1
2

Key roles and responsibilities of the marketing function
Within company, marketing is referred as significant functions of selling its products
and facilitating that to customers as well as focused to accomplish the expectation of the clients.
It is based upon the needs of the customers and try to attain that (Pike, 2015). There are several
concepts of marketing that facilitates efficacious knowledge about present as well as upcoming
trends of marketing which are mentioned below:
 Production Concept: This is considered as traditional concept where enterprise is
fundamentally related with production and their effective problems. It depends upon the
belief which clients desire those products that are easy to access and afford. Cadbury
can select this particular concept, so that they can only concentrate on product in order
to create them affordable for clients with standard quality.
 Product concept: It is the concept which depends upon ideology that goods will be
considered through consumers which quality is good and creative in nature. Cadbury
can comply this concept so that it can concentrate on standard product quality in order to
grab the attention of the clients and maximise their brand image.
 Selling concept: It is the concepts that concentrate on creating actual product sell in
respect of quality and the client’s requirements (Simkin and Dibb, 2013). By selecting
this particular concept Cadbury can focus on selling their products at large scale and
maximise its promotional procedures for enhancing sales for the firm.
 Marketing Concepts: This is considered as a concept which fully concentrate towards
consumers as overall strategies adapted by company in order to direct the requirements
3

of the consumers. It is an effectual concept as this focus upon pulling the strategies that
increase the brand competence. This adapts as a “sense-and-response” philosophy, it
means that firm must develop effective products for clients rather than identifying right
consumer for its product.
 Societal marketing concepts: Herein, company have to concentrate effectually upon
facilitating strategic value of goods to society with its clients (Wirtz, 2012). Moreover,
organisation must make and represent its products that can assure advantages to society.
Firm has to undertake its ethical considered within practices of marketing.
As per recent market scenarios, from the above concepts Cadbury should adapt
marketing as well as societal-marketing concepts effectually in order to assure success in
respect of its rivals.
Marketing function is considered as a role which aids firm to find as well as source
effectual products for market area where they have to operate thereafter promote them through
differentiating this from similar goods. There are several key roles and responsibilities of
marketing function that performed by Cadbury. Some of them are explained below:
 Marketing Research: this is related with accumulating as well as examining market
information and knowing the clients’ requirements. This ascertain the customers’
expectation in context of price and quantity. The role and responsibilities of this
marketing function in Cadbury is to study consumers’ needs and perform certain
modification according to the wants. It aids them to capture the market share largely.
 Promotion: This is considered as a marketing communication that are utilised for
4

informing as well as aware audience regarding the efficaciousness of product and
services. It involves promotion through following manner like personal selling, brand
publicity, advertisement and many more (Baines, Fill and Page, 2013). Therefore, roles
and responsibilities of this particular function is to create awareness regarding Cadbury
new products or present products, target consumers at large number etc. that assists into
the firm's growth. It drives to maximise the brand image and develop them effectual in
respect of rivals. It is the most essential marketing functions role as this create
awareness of their goods and influence clients to purchase the products.
 Marketing planning: This includes developing plans for manufacturing and sales to
attain organisational objectives. This aids Cadbury manager to accomplish their goals
with respect of effectual products marketing. For example: In case firm expect to rise its
sales by 30% , this function plays crucial role that aids the manager of receptive
company to formulate plans as well as make effectual strategy in respect of product
improvement or providing discounts to clients which will assists in maximising sales.
 Product Development: This considered as the creating the product with innovative
feature that may include changes into existent goods or services and development of
totally new products. This plays the essential role as it aids Cadbury managers to
facilitates different kinds of chocolates through adding more flavours into existent
products so that it can be distinguished easily into market area. It assists in targeting
consumer segment of several age groups and maximise the level of profitability for the
organisation.
All the above-mentioned marketing functions roles and responsibilities are significant
for the organisation. It is essential that these are to be performed in effectual manner. Through
this, Cadbury can serve standard quality products within target market area and obtain more
profit against its rivals.
Analysis of the roles and responsibilities of marketing and further analysis of the
interrelationship between marketing and other organisational functions
Marketing department perform effective relations with another functional areas of
company. This is crucial for Cadbury to examine the roles as well as responsibilities of
marketing in respect of marketing environment. This is mentioned below:
 Strategies formulation: Marketing plays significant role in formulating strategies and
5

outcomes in firm's success. As environment of the business is complex as well as
dynamic, this includes external and internal factors that impact the organisation and their
products. Through examining overall factors Cadbury marketing department aids in
accumulating information and formulating strategies. So that they make effective plans
and assure the organisation's growth and success.
 Maximising the brand image: For surviving into the difficult environment, this is
essential for Cadbury to maximise its image of the brand and sales. Hence, marketing
department examine the requirements of the consumers in order to facilitates
information and products that adds on the value to its goods as well as develop
reputation in the market.
 Market Research: The role of marketing in respect of marketing environment is
investigating external and internal surroundings of the marketing. While internal
marketing environment of Cadbury includes staff as well as internal procedures whereas
external one involves clients, suppliers and other factors that influence organisation and
their products (Clow and James, 2013). Hence, marketing function need to investigate
those components effectually so that they can ascertain several aspects that may hinder
their goods and its efficaciousness as well as developing offerings and their
representation.
 Brand Management: Within marketing environment, image of the brand is very much
efficacious. As firm required to communicate systematic manner with their target
consumers about its offerings. The role of marketing is to examine competitive company
and its branding strategies that will be useful in moulding the same in context to
maintain the brand in effectual way.
Beside all these roles and responsibilities, marketing has interrelations with another
functional areas in Cadbury. Those are as follows:
Marketing relation with other functions of organisation
Marketing department is very important for every organisation. This functional unit of
business is responsible for promotion and selling of products and services offered by company.
It starts from identifying need or want of customer by various market research and satisfying
demands of consumers. Cadbury marketing function deals with promote selling of its product
by analysing need of customer, advertising, transporting and delivering products to consumers
6

or other businesses. Interrelation of marketing function with other function of company is very
essential for obtaining objective of organisation. Cadbury existence depends upon product
selling by fulfilling the want and demand of consumer. Marketing function is not solely
responsible for this, it requires interrelation links with other function of organisation such as
finance, human resource, production etc.
Interrelation of marketing with production department
In marketing function adequate research about market and customers of product is done.
It helps in satisfying of consumer by fulfilling their need and demand and establishing high
market share. Cadbury marketing department needs to work closely with production
department. Product manufactured by production department is specified by marketing
department. Product specifications done after complete research of market and consumers of
goods. It helps in identifying details of product to be manufactured for customers according to
their preferences (Clow and James, 2013). Marketing department set standards about product to
be manufactured by production department. Proper and accurate prediction of sales forecast for
each product and product line. It is essential for effective and efficient production operations of
cadbury. Marketing department set deadlines for volume of order generated by marketing needs
to meet within time schedule requires for delivery.
Interrelation of marketing with finance department
Finance is required by every activity of organisation. Finance department of Cadbury is
set an adequate budget for all departments of company. Marketing department function is to do
research about consumer or marketplace, promotion and advertisement goods offered,
7

distribution of products to end customers. Marketing function of cadbury concentrate on sales
volume and growing market share of company, with budget set by finance department.
Activities of marketing can be evaluated in monetary terms such as percentage of sales, budgets
needed to implement strategies and other marketing plans. Therefore, many of marketing
decision of cadbury can be viewed as investments decisions of company. All these functions of
marketing of cadbury products are linked with finance department. Both marketing and finance
department are interrelated with one another as marketing section required funds so it is the
responsibilities of finance division to available the funds as soon as possible.
Interrelation of marketing with human resource department
Primary function of human resource department is hiring, training and development or
management of all employees of organisation. This function of HRM provide aid to marketing
department by recruiting and selecting high qualified and right skilled employee. It will help
cadbury in building strong marketing team. Every employee helps and contribute in success of
achieving organisation goals. Training programs of cadbury company improve skills and
knowledge employees. Human resource department can train marketing and sales team for more
pronation and selling cadbury products. Whenever any strategies are set by HR department so
marketing sections has to work as per that.
Analysis and evaluation of the key elements of the marketing function and its relationship with
other functional units of an organisation
There are several marketing functions key elements that are crucial for Cadbury to
evaluate firm's product market. Some of the elements are evaluated critically that are mentioned
below:
 Research: This is the one of the significant marketing elements. It plays significant role
in firm for accumulating information from outside environment that is essential for
product marketing and improvement. Moreover, market research aids in ascertaining the
appropriate enterprise practices which can be adapted through Cadbury. Apart from
advantage, challenges that is faced through firm is that dynamic nature of business
environment as this keeps on modifying which can develop problems. To overcome
form these challenges management of respective firm has to set up effective sections for
assuring environment of the enterprise.
 Planning: This is the another marketing elements which is required by Cadbury for
8

executing as well as formulating several strategies. It is related with financial planning,
communication, distribution and sales forecast. As planning for long term may be
somehow risky for the company so it required to plan trends that are homogeneous
during the periods of time.
 Strategy: The information as well as data are accumulated by research and is measured
and developed as per the strategies, opportunity and relevancy. It is the very crucial
element from company as this assist in making effective tactics for marketing and
enterprise. Many times, formulated strategy do not relate with another one so firm have
to develop strategies which complement each other’s.
For interrelation, this is very tough for functions of marketing to manager effectual
relations with another functions within company. It occurs due to lack of consolidation between
executing efficacious strategies which maximise firm's profit. Hence, this is recommended that
enterprise has to integrate with HRM, finance and production department for efficacious
organisational performance.
Activity 2
A comparison of how different organisations apply the marketing mix and different strategies
applied by organisations
Marketing mix is considered as a set of tactics, actions that is utilise through firm in order
to promote their products, services, brand etc. into marketplace. This is the accumulation of
marketing tools that is applied by company to pursue objectives into target market area. This
includes 7P's such as products, price, place, promotion, people, process and physical evidence.
This is the manner of placing appropriate products at effective marketplace at right time. This is
very essential for enterprise to understand marketing mix of another firm as well as formulate
tactics and strategies for accomplishment of objectives. It is used in procedures of marketing
planning to attain the organisational objectives. The comparison among nestle and Cadbury are
mentioned below:
9

Illustration 1: Marketing Mix
Source: Marketing mix, 2018
§
Basis of marketing mix Cadbury Nestle
Product Cadbury have large product
portfolio and classified according to
different seasons and sales in
different countries. In it has large
no. of products that are Dairy milk,
Bournville and five stars with Perk
and eclairs and in biscuit segment
they have Oreo. On other hand in
beverages they have bournvita that
are leader in market. Due to their
products and services they become
Nestle is one of the world's
largest food company and it has
almost 8000 product range in
market. They deal in dairy
products that are day to day
usable and they have large
portfolio in chocolate range that
are KitKat, Munch, Polo and
milky bar and in beverages
sector consist of Nescafe which
is a popular product into
10

leaders in the whole world and
almost presence in all continents.
marketplace. In ready to cook
food consist of Noodles, Maggi
and its sauce and many other
products.
Price Cadbury are market leaders in terms
of their quality of products with
price which matters a lot. As quality
of their products are high so price
of their products also high in that
case. On some products in that
range are low in price such as perk,
five star and eclairs. This company
used the pricing strategy as per the
demands, competition and
packages. It has low and high
pricing strategy.
In case of Nestle quality of their
products are highly superior and
it should be found that price of
their products less in
comparison to their major
competitors. In context of
Nestle it occasionally see that
products are available in varied
sizes at variation of costs. This
uses the high competitive
pricing strategy.
Place The distribution network of cadbury
is wide and fantastic and get
presence in both the urban and rural
marketplace. But their marketing in
rural area comparatively weak from
urban area. They follow the
marketing section to sell products in
bulk. Their products and services
are distributed almost in whole
world and they use best cocoa to
enlarge business opportunities.
Their target market are
European countries and 90% of
their sales come from it. They
all follow a chain of FMCG and
bulk the products in different
countries. In that case
consumers can purchase it from
kinds of distributors. So they are
very much competitive into
marketplace due to their quality
of products and services and
consumers also ready to give
prices accordingly.
Promotion Promotional strategy is one of most Nestle apply a unique idea for
11

important part for any organisation.
In that case they use proper mix of
ATL, BTL and digital channels to
create awareness to reach at large
no. of consumer base. They use
kinds of promotional tools and
techniques by creating emotional
attachment with their consumers
that helps in taking major decision
of buying.
marketing of products and their
services and they majorly focus
on advertising and promotion of
an individual brands with
products. To reach at large
consumer base they focus on
quality and nutritional values of
products and services in better
way.
Process In their work and process includes
they keep all necessary information
and adopt methods. By using
updated technology, they focus on
giving best products to their
consumers.
In case of Nestle they
manufacture products and
services by giving best attributes
by upgrade technology in better
way. It provides various
vending machines place to place
to save time and cost of
consumers that shows concern
towards them.
Physical evidence In their physical evidence consist of
taking best experience of consumer,
asking questions about taste and
preferences of them. Their product
packaging should be attractive that
helps to grab attention of large no.
of consumer base.
Nestle give memorable
experience to their consumers
by establish coffee corners in
which people spend quality time
and share to others. They have
various shops and restaurants
that provide important attributes
to consumers.
People Cadbury build their products
majorly for children's and people
who love sweets. They focus on
In case of Nestle they have
talented and enough competitive
staff members by giving training
12

building products and services
according to needs of consumers,
suppliers and buyers and other
people.
and development to enhance
productivity of them so that
better results should be achieve.
Evaluation of various strategies uses through firm to attain objectives of the enterprise.
Both the companies are actively into market area as well as utilise several strategies for
attainment of enterprise objectives. Hence, these strategies are based upon target clients and
marketplace that are mentioned below:
Strategies used by Cadbury:
 It has utilise consumer-based pricing strategies for its clients for accomplishing its
requirements. As this generates products according to the needs of the target individuals.
Cadbury is using customer based pricing strategy which help in satisfying need of every
level customers but at some level result in less profit at high volume sale. This will
allows an organisation to persuade the buying behaviour of consumers as they always
like to buy the products from the organisation where they have views and point of view is
considered. This will help in improvement of the profit and attainment of the objective.
 The firm have invested large amount for the activities of marketing to enhance its
profitability and sales. Investment in marketing activities help respective organisation to
inform the public about their current offerings and offers. This will help to attain the
attention of the consumers prevail in the different target groups. This will aid in
attainment of the objectives about coverage of large market share.
Strategies utilise by Nestle:
 It applied both competitive and consumer based pricing strategies for its goods. There are
several clients that are targeted through company. For leading into various market, they
have low and high price volume. There are multiple variety of products that are produced
through them for its customers so few have higher premium as well as remaining depends
upon clients.
 For promotion, it has usage mouth words as well as paid advertisement for attaining
company's objectives. By this strategy, it can reached to clients at large number and
enhance its market share and profitability.
13

Nestle has design their strategies which help them in conducting their day to day
operations within effective manner. As nestle use premium pricing strategy which shows their
brand value but also result in not approachable for middle class customers. Thus, these strategies
have several advantages for organisation but also have some disadvantage also. Along with this,
company using advertisement as their promotional strategy which help in attracting several
customers but also result in extra expenses.
Paid advertisement is expensive in nature but in terms of the scope of reach this will help
to gain the attention of the large number of groups. This will allows them to create and maintain
good relation with their customers to ascertain their support to gain the figure of high amount of
sales.
Evaluation of a detailed, coherent and strategic marketing plan for a product
Marketing plan is considered as a complete outline for effectual marketing strategies
which firm required to establish for communicating their products or services into marketplace.
This is a structured as well as formal plan which is essential for organisation to assure efficacious
marketing and well-planned of offerings. Herein, the firm Cadbury is planning to launch new
goods into marketplace. The product that are going to introduce by respective firm is “ Marvel
sugar free cupcakes” for their clients. Marketing plan of new product involves significant
aspects that are required to be considered by organisation for assuring efficacious product
marketing.
Overview of company
Cadbury is the fastest growing and well known British multinational confectionery that is
the biggest brand after Mars. They are operating in approx 50 countries internationally. It is
basically for its rose’s selection box, dairy milk, crème egg and many another products that are
produced through this. The respective company products are renowned in whole world as well as
consumed through various clients. Presently, firm is planning to introduce new product which is
Marvel sugar free cupcakes into market with an aim to obtain more market share and brand
repositioning.
Vision:
Cadbury vision statement is to perform accumulatively as well as develop brand with
individual love. This facilitates guidance to employees regarding its inspiration and behaviours
so that they can perform with full potential.
14

Mission
Cadbury is considered as quality as it is the promise which is done by firm with its
clients. Its mission is developing quality, commitment towards development. This aids company
to state evaluation of firm's growth and attain the objectives.
Strategic objectives
The various strategic objectives that is regarding Marvel sugar free cup cakes as well as
plans develop through organisation for introducing products into market area are mentioned
below:
 For Marvellous sugar free cupcakes, firm is planning to launch social media campaign by
which organisation can purpose for enhancing 20% social media traffic in upcoming 5
months.
 With the assistance of campaigns introduced through company for promotion of
Marvellous sugar free cupcakes, this can maximise customers social media involvement
in order to distribute products into market area.
 Videos shown by Instagram, you tube and Facebook regarding new products can aids
respective company to target 15% enhancement in standard viewership of 7 month of
beginning of their marketing.
Product Description:
Marvellous sugar free cupcakes is new kinds of cakes that respective company is
planning to launch for their clients that is innovative offerings at market area. The product have
entered into cake segment. There are several audiences who are having diabetes as they are not
able to eat cake which contains sugars. In their products they include stevia leaves which are
beneficial for them.
Market Research:
Cadbury required to utilise effectual techniques of marketing research for assuring that
requirement, demand of clients is accomplished as well as marketing environment factors are
undertaken for products development. This can be conducted through two types that are as
follows: Primary research: This particular technique are considered through firm to ascertain
taste as well as preferences of the clients in respects of new products formulation. For
attaining objectives, questionnaire and online are applied for examine so that they get
15

knowledge of customers in context of health, cost, quality for making Marvellous sugar
free cupcakes.
 Secondary Research: It is the techniques which can be utilise for ascertaining procedures
by which products can be produced. Moreover, it is the kinds of techniques that can aids
company to market its products.
Segmenting, Targeting and Positioning
Cadbury needs to identify customers and market before marketing and selling of
Marvellous sugar free cupcakes. Positioning of product to targeted market and segmented market
will help in earning market share and profits. Segmentation: It is dividing market into segment from large population on bases on
geographic, demographical, lifestyle. Segmentation helps cadbury in identifying potential
customers of Marvellous sugar free cupcakes by dividing into sub groups customer. Targeting: Targeting is selecting potential customer for product. Cadbury is targeting
young or adult health consensus and diabetic customers by providing Marvellous sugar
free cupcakes. Company is serving it all customers lower, middle and upper by providing
it with affordable prices.
 Positioning: Positioning is a strategy that aims to make position of product in mind of
people. The main positioning strategy used for 'Marvellous sugar free cupcakes' is for
customer who are fitness freaks or having diabetic problem but love chocolates or sweets.
Customer segmentation is best tool because it help in identifying target market as well as
providing them best services within effective manner according to their need and wants.
Whereas, respective segmentation require proper analysis of market which is time consuming
process and result in extra expenses for company. But compare to its disadvantage, advantages
are more so respective organisation is implementing this model.
The results which are gathered from this segmentation exercise includes identification of
the group where they have opportunity to earn more amount of profits. There is huge demand of
the sugar free cupcakes in marketplace. People targeted in this segmentation includes young and
health conscious. Position help in presentation of the organisation and its products in front of the
customers in along with the features through which they can easily attract new customers.
Marketing Mix:
16

It is significant for company to use marketing mix so that its plan regarding marketing
can be executed efficaciously and Cadbury can launch its new product s “ Marvellous sugar free
cupcakes” easily. Whole components of its are as follows: Product: Cadbury is introducing its new product for customer who cannot consume
sugar. 'Marvellous sugar free cupcakes' product is specially made for heath consensus and
customer with diabetes problem but love cupcakes. This product is offering same taste for
cupcake lovers without sugar so that diabetic and health freak customers can have this. Price: Cadbury is offering this product to all types of customers for capturing large
market share. Price of 'Marvellous sugar free cupcakes' is affordable. So that it can be
purchase by low, medium, high all income group customers. Place: Distribution of product 'Marvellous sugar free cupcakes' is place in market such
that it reaches all customers. 'Marvellous sugar free cupcakes' is easily reachable for
consumer. This product is available in local market store, general store, supermarkets as
well as online market also. Promotion: Promotion of new launched product is done by different sources such as
advertisement, online marketing, social media marketing. Photographs and images of
cupcakes with funky packaging will helps company in promotion its product. 'Marvellous
sugar free cupcakes' can be promoted with highlights of sugar-free ingredients used in
cupcakes. People: Company activities are based on its people. Employees of cadbury are
responsible for its success and achievement of goals. In launch new product 'Marvellous
sugar free cupcakes' people play very crucial roles. People are responsible for idea of
product to manufacturing, marketing and selling of 'Marvellous sugar free cupcakes'
products. Process: Process used for selling new launch product is online and offline. For online
process of 'Marvellous sugar free cupcakes' it is marketed on different social network
with clear and complete description about product. Whereas of offline process strong
sales team of cadbury with high convincing power is helpful.
 Physical evidence: It consist of branding, packaging and logo of 'Marvellous sugar free
cupcakes' product. This product is packed with fucking and attractive packaging.
Packaging of this product make it fresh and long lasting.
17

Marketing budget:
Marketing budget aids organisation to study the cost in developing marketing plan and its
procedures so that Cadbury can get knowledge regarding the expenses which can be incurred in
each step related to launching Marvellous sugar free cupcakes are:
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial amount 3000 7500 11500 15660 15540
Investing 8500 9000 20000 28000 13500
TOTAL 11500 16500 31500 18460 29040
MARKETING OUTLAY
Promotion 5000 2850 3050 3560 3000
Sales advertisements 2000 1800 3000 1500 1100
Direct selling 3500 1600 4500 2500 4600
TOTAL 10500 6250 10550 7560 8700
Marketing tactics:
It is the tool of marketing which Cadbury can utilise in order to aware clients for its new
products. As there are several tactics which can be applied through them are social media such as
Instagram, Facebook and many more.
Return on investment:
It can aids enterprise whether this will be profitable position or not and the money that
respective firm are acquiring after launching Marvellous sugar free cupcakes. It can also aids
Cadbury to get knowledge about its profit.
Expansion:
18

This aids firm for maximising its market reach as the organisation can capable to obtain
more profit and accomplish the success within competitive market area as well as can grow
efficaciously.
Consumer response:
It is considered as a significant thing which is to know the clients and market reponse in
respect of new products that is Marvellous sugar free cupcakes of company. In case it will be
positive then it can survive or stay into competitive market area. If the response the not up to the
mark then this will develop problems for the organisations as it can not able to accomplish the
expectation of the target audience.
Measures for monitoring as well as evaluating progress:
In order to monitor and evaluate the plan in context of marketing, respective firm can
undertake some measures for attaining the goals. The above provide plan can be measures
through MIS, monitor client’s preferences as well as needs. Moreover, plan of action will aids
respective firm manager evaluate in efficacious manner so that its goals can be accomplished at
stipulated time periods. Also, this will assists company to attain sustainability for longer time
periods.
SWOT ANAYSIS OF CADBURY
Strengths: Strengths are favourable factors for an organisation that provide competitive
advantage. Following are included under Cadbury strengths:
 Cadbury is world's leader in chocolate industry. Company is best known for wide
distribution channel. Currently cadbury is operating in around 160+ countries.
Marvellous Sugar free cub cake would be well sold due to overall brand image.
 Company has many strong brands in its product portfolio that also: dairy milk, oreo, five
star, bournvita and others. Cadbury has powerhouse of brands and products.
Weakness: Weakness are unfavourable situation for a company. It stops an organisation
to perform at its optimum level. Cadbury weakness includes:
 Company was included in few controversies regarding advertising that was
internationally spread.
 Cadbury products are a bit highly priced due to which competitors products are
purchased by customers.
19

Opportunity: These factor usually helps an organisation to gain competitive advantage.
Opportunity for cadbury includes:
 Being a well established brand company can try diversification of its products into food
segments.
 Cadbury should try launching sugar free and healthy products which can help the
company in expanding its business operations.
Threats: These factors potentially harm business. It is an unfavourable situation for an
organisation. Threats that effects cadbury are:
 Health consciousness amongst people reduce chocolate intake that majorly influences
overall sales of products.
 Company faces high grade of competition under international market that affects cadbury
market share. Top three competitors of cadbury are: Mars, Hershey's, Nestle.
CONCLUSION
From the above report it has been concluded that marketing plays significant role in firm
in order to sell their products to the audiences and try to satisfy their demands. Herein, there are
some marketing concepts that are product, marketing, societal etc. Roles as well as
responsibilities that performed by marketing functions are promotion, market research and so on.
Interrelationship of marketing with finance, HR etc. few of the elements are evaluated critically
such as planning, researches and so on. The comparison of two companies are performed based
on marketing mix so that they formulate tactics and strategies for accomplishment of objectives.
Hence, marketing plan are prepared in order to launch new products and services into market
area.
20

21

This is the manner of placing appropriate products at effective marketplace at right time. This is
very essential for enterprise to understand marketing mix of another firm as well as formulate
22

tactics and strategies for accomplishment of objectives. It is used in procedures of marketing
planning to attain the organisational objectives.
23

Evaluation of various strategies uses through firm to attain objectives of the enterprise.
Both the companies is actively into market area as well as utilise several strategies for
attainment of enterprise objectives. Hence, these strategies are based upon target clients and
marketplace that are mentioned below:
Strategies used by Cadbury:
It has utilise consumer-based pricing strategies for its clients for accomplishing its requirements.
As this generates products according to the needs of the target individuals.
The firm have invested large amount for the activities of marketing to enhance its profitability
and sales.
Strategies utilise by Nestle:
It applied both competitive and consumer-based pricing strategies for its goods. There are several
clients that are targeted through company. For leading into various market, they have low and
high price volume. There are multiple variety of products that are produced through them for its
customers so few have higher premium as well as remaining depends upon clients.
For promotion, it has usage mouth words as well as paid advertisement for attaining company's
objectives. By these strategies, it can reached to client’s at large number and enhance its market
share and profitability.
24

Herein, the firm Cadbury is planning to launch new goods into marketplace. The product that are
going to introduce by respective firm is “ Marvel sugar free cupcakes” for their clients.
Marketing plan of new product involves significant aspects that are required to be considered by
organisation for assuring efficacious product marketing.
25

The respective company products are renowned in whole world as well as consumed through
various clients. Presently, firm is planning to introduce new product which is Marvel sugar free
cupcakes into market with an aim to obtain more market share and brand repositioning.
Mission: Cadbury is considered as quality as it is the promise which is done by firm with its
clients. Its mission is developing quality, commitment towards development. This aids company
to state evaluation of firm's growth and attain the objectives.
26

 With the assistance of campaigns introduced through company for promotion of
Marvellous sugar free cupcakes, this can maximise customers social media involvement
in order to distribute products into market area.
 Videos shown by Instagram, you tube and Facebook regarding new products can aids
respective company to target 15% enhancement in standard viewership of 7 month of
beginning of their marketing.
27

Market Research:
Cadbury required to utilise effectual techniques of marketing research for assuring that
requirement, demand of clients is accomplished as well as marketing environment factors are
undertaken for products development. This can be conducted through two types that are as
follows:
Primary research: This particular technique are considered through firm to ascertain taste as
well as preferences of the clients in respects of new products formulation. For attaining
objectives, questionnaire and online are applied for examine so that they get knowledge of
customers in context of health, cost, quality for making Marvellous sugar free cupcakes.
Secondary Research: It is the techniques which can be utilise for ascertaining procedures by
which products can be produced. Moreover, it is the kinds of techniques that can aids company
to market its products.
28

Segmentation: It is dividing market into segment from large population on bases on geographic,
demographical, lifestyle. Segmentation helps cadbury in identifying potential customers of
Marvellous sugar free cupcakes by dividing into subgroups customer.
Targeting: Targeting is selecting potential customer for product. Cadbury is targeting young or
adult health consensus and diabetic customers by providing Marvellous sugar free cupcakes.
Company is serving it all customers lower, middle and upper by providing it with affordable
prices.
Positioning: Positioning is a strategy that aims to make position of product in mind of people.
The main positioning strategy used for 'Marvellous sugar free cupcakes' is for customer who are
fitness freaks or having diabetic problem but love chocolates or sweets.
29

Whole components of its are as follows:
Product: Cadbury is introducing its new product for customer who cannot consume sugar.
'Marvellous sugar free cupcakes' product is specially made for heath consensus and customer
with diabetes problem but love cupcakes. This product is offering same taste for cupcake lovers
without sugar so that diabetic and health freak customers can have this.
Price: Cadbury is offering this product to all types of customers for capturing large market share.
Price of 'Marvellous sugar free cupcakes' is affordable. So that it can be purchase by low,
medium, high all income group customers.
Place: Distribution of product 'Marvellous sugar free cupcakes' is place in market such that it
reaches all customers. 'Marvellous sugar free cupcakes' is easily reachable for consumer. This
product is available in local market store, general store, supermarkets as well as online market
also.
Promotion: Promotion of new launched product is done by different sources such as
advertisement, online marketing, social media marketing. Photographs and images of cupcakes
with funky packaging will helps company in promotion its product. 'Marvellous sugar free
cupcakes' can be promoted with highlights of sugar-free ingredients used in cupcakes.
People: Company activities are based on its people. Employees of cadbury are responsible for its
success and achievement of goals. In launch new product 'Marvellous sugar free cupcakes'
30

people play very crucial roles. People are responsible for idea of product to manufacturing,
marketing and selling of 'Marvellous sugar free cupcakes' products.
Process: Process used for selling new launch product is online and offline. For online process of
'Marvellous sugar free cupcakes' it is marketed on different social network with clear and
complete description about product. Whereas of offline process strong sales team of cadbury
with high convincing power is helpful.
Physical evidence: It consist of branding, packaging and logo of 'Marvellous sugar free
cupcakes' product. This product is packed with fucking and attractive packaging. Packaging of
this product make it fresh and long lasting.
31

Marketing tactics:
It is the tool of marketing which Cadbury can utilise in order to aware clients for its new
products. As there are several tactics which can be applied through them are social media such as
Instagram, Facebook and many more.
Return on investment:
It can aids enterprise whether this will be profitable position or not and the money that
respective firm are acquiring after launching Marvellous sugar free cupcakes. It can also aids
Cadbury to get knowledge about its profit.
Expansion:
This aids firm for maximising its market reach as the organisation can capable to obtain
more profit and accomplish the success within competitive market area as well as can grow
efficaciously.
Consumer response:
It is considered as a significant things which is to know the clients and market reponse in
respect of new products that is Marvellous sugar free cupcakes of company. In case it will be
positive then it can survive or stay into competitive market area. If the response the not up to the
mark then this will develop problems for the organisations as it can not able to accomplish the
expectation of the target audience.
32

Measures for monitoring as well as evaluating progress:
In order to monitor and evaluate the plan in context of marketing, respective firm can
undertake some measures for attaining the goals. The above provide plan can be measures
through MIS, monitor clients preferences as well as needs. Moreover, plan of action will aids
respective firm manager evaluate in efficacious manner so that its goals can be accomplished at
stipulated time periods. Also, this will assists company to attain sustainability for longer time
periods.
33

34

REFERENCES
Books and Journals
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society. 31(3). pp.371-379.
Matikiti, R., Kruger, M. and Saayman, M., 2016. The usage of social media as a marketing tool
in two Southern African countries. Development Southern Africa. 33(5). pp.740-755.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Simkin, L. and Dibb, S., 2013. Marketing essentials. Cengage Learning EMEA.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Clow, K.E. and James, K.E., 2013. Essentials of marketing research: Putting research into
practice.Sage.
Online
Pike, S., 2015. Destination marketing: essentials. Routledge.
Marketing mix. 2018. [Online]. Available through
<https://www.tutor2u.net/business/reference/the-extended-marketing-mix-7ps>
35