Table of Contents INTRODUCTION...........................................................................................................................1 Activity 1.........................................................................................................................................1 Key roles and responsibilities of the marketing function.......................................................1 Analysisoftherolesandresponsibilitiesofmarketingandfurtheranalysisofthe 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 organisationalfunctionsaswellasevaluationofkeyelementsofmarketingfunction. 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
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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. Asperrecentmarketscenarios,fromtheaboveconceptsCadburyshouldadapt 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. Thisascertain 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. Analysisoftherolesandresponsibilitiesofmarketingandfurtheranalysisofthe 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
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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 departmentexaminetherequirementsoftheconsumersinordertofacilitates 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 investigatingexternalandinternalsurroundingsofthemarketing.Whileinternal 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 theirgoodsanditsefficaciousnessaswellasdevelopingofferingsandtheir 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 marketshare.Cadburymarketingdepartmentneedstoworkcloselywithproduction department.Productmanufacturedbyproductiondepartmentisspecifiedbymarketing 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 researchaboutconsumerormarketplace,promotionandadvertisementgoodsoffered, 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
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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 firmas 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
Illustration1: Marketing Mix Source:Marketing mix, 2018 § Basis of marketing mixCadburyNestle ProductCadburyhavelargeproduct portfolio and classified according to differentseasonsandsalesin 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 Nestleisoneoftheworld's largest food company and it has almost8000 product range in market.Theydealindairy productsthataredaytoday usableandtheyhavelarge portfolio in chocolate range that areKitKat,Munch,Poloand milkybarandinbeverages sector consist of Nescafe which isapopularproductinto 10
leadersinthewholeworldand almost presence in all continents. marketplace. In ready to cook food consist of Noodles, Maggi and its sauce and many other products. PriceCadbury are market leaders in terms oftheirqualityofproductswith price which matters a lot. As quality of their products are high so price of their products also high in that case.Onsomeproductsinthat range are low in price such as perk, five star and eclairs. This company used thepricing strategy as per the demands,competitionand packages.Ithaslowandhigh pricing strategy. In case of Nestle quality of their products are highly superior and it should be found that price of theirproductslessin comparisontotheirmajor competitors.Incontextof Nestle it occasionally see that products are available in varied sizes at variation of costs. This usesthehighcompetitive pricing strategy. PlaceThe distribution network of cadbury iswideandfantasticandget presence in both the urban and rural marketplace. But their marketing in rural area comparatively weak from urbanarea.Theyfollowthe marketing section to sell products in bulk. Their products and services aredistributedalmostinwhole world and they use best cocoa to enlarge business opportunities. Theirtargetmarketare European countries and 90% of their sales come from it. They all follow a chain of FMCG and bulktheproductsindifferent countries.Inthatcase consumers can purchase it from kinds of distributors. So they are verymuchcompetitiveinto marketplace due to their quality ofproductsandservicesand consumersalsoreadytogive prices accordingly. PromotionPromotional strategy is one of mostNestle apply a unique idea for 11
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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.ofconsumerbase.Theyuse kindsofpromotionaltoolsand techniquesbycreatingemotional attachmentwiththeirconsumers that helps in taking major decision of buying. marketing of products and their services and they majorly focus on advertising and promotion of anindividualbrandswith products.Toreachatlarge consumerbasetheyfocuson quality and nutritional values of products and services in better way. ProcessIn their work and process includes they keep all necessary information andadoptmethods.Byusing updated technology, they focus on givingbestproductstotheir consumers. IncaseofNestlethey manufactureproductsand services by giving best attributes by upgrade technology in better way.Itprovidesvarious vending machines place to place tosavetimeandcostof consumers that shows concern towards them. Physical evidenceIn their physical evidence consist of taking best experience of consumer, askingquestionsabouttasteand preferences of them. Their product packaging should be attractive that helps to grab attention of large no. of consumer base. Nestlegivememorable experiencetotheirconsumers by establishcoffee corners in which people spend quality time and share to others. They have variousshopsandrestaurants that provide important attributes to consumers. PeopleCadburybuildtheirproducts majorly for children's and people who love sweets. They focus on IncaseofNestletheyhave talented and enough competitive staff members by giving training 12
buildingproductsandservices according to needs of consumers, suppliersandbuyersandother people. anddevelopmenttoenhance productivityofthemsothat 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. Marketingplan 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
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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. Withtheassistanceofcampaignsintroducedthroughcompanyforpromotionof 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 itreaches 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:Companyactivitiesarebasedonitspeople.Employeesofcadburyare 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
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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 PARTICULARSI YearII YearIII YearIV YearV Year Initial amount30007500115001566015540 Investing85009000200002800013500 TOTAL1150016500315001846029040 MARKETING OUTLAY Promotion50002850305035603000 Sales advertisements20001800300015001100 Direct selling35001600450025004600 TOTAL1050062501055075608700 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 launchingMarvellous 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 distributionchannel.Currentlycadburyisoperatinginaround160+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: Companywasincludedinfewcontroversiesregardingadvertisingthatwas internationally spread. Cadburyproductsare abithighly priceddue to which competitorsproducts 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 somemarketingconceptsthatareproduct,marketing,societaletc.Rolesaswellas 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 intomarket area. 20
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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 firmas 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
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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
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Withtheassistanceofcampaignsintroducedthroughcompanyforpromotionof 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
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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:Promotionofnewlaunchedproductisdonebydifferentsourcessuchas 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
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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
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