Introduce and Analyse Cadbury's Marketing Plan for Coffee Choco Shakes

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 Covered in Booklet............................................................................................................1
TASK 2............................................................................................................................................1
P3 Comparison between application of marketing mix to achieve organisational objectives by
different business....................................................................................................................1
M3 Evaluation of different strategies applied by organisation to achieve business objectives. .5
TASK 3............................................................................................................................................7
P4, M4, D2 Introduce and analyse organisation's marketing plan.........................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a discipline which involves action of organizations taken to grab customer's
attention and build long-term relationships. It basically seeks to align products or services with
customer who wants them and ensures profitability. Marketing activities includes advertisement,
selling and delivering of products to consumer or businesses as raw material. Importance of
marketing functions in organisation is increasing day by day as it helps in improving brand
awareness, saves time and resources, boots sales, expand businesses, etc. Cadbury is
multinational confectionery company based in UK (Baker and Magnini, 2016). It is located in
Uxbridge, West London and operates in around 50 countries in the world and best known for its
Dairy Milk Chocolates which is market leader in industry. Now, it has introduce 'Coffee Choco
Shake' which is new range of Shakes. This report will cover important roles and responsibilities
of marketing functions which is perform by team of marketing department. These are essentials
for organisation so that objectives can be achieved effectively. Inter Relationships between
various functional units of organisation and marketing department will also be studied so that
integrated efforts are analyzed to attain objectives of business. Ways and strategies will be
compared by which different companies apply marketing mix to their overall objectives so that
marketing plan is also accomplished. At last basic marketing plan with different plans and
strategies will be produce and analyze for introduction of new product in market. This helps
company to launch its new product or range of products in effective and sustainable manner so
objectives can easily achieved.
TASK 1 Covered in Booklet
TASK 2
P3 Comparison between application of marketing mix to achieve organisational objectives by
different business
Marketing mix: It refers to set of strategies used by company to endorse its product or
service in market. It typically consist of 7P's, Product, Price, Place, Promotion, Physical
Evidence, Processes and People elements. Cadbury has objectives of increasing sales revenues
with increase in market share while Nestle is focusing on enhancing customer satisfaction in
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target market. All components of marketing mix are interrelated and sum up to frame plan for
business strategies to achieve organizational goal. It requires research and in depth knowledge of
internal or external environment so that it can be prepared successfully. There is difference in
ways by which Cadbury and its competitor Nestle apply marketing mix to business plan to target
its goals and objectives, 7P's of both brands is discussed below:
Particulars Meaning Cadbury Nestle
Product It is goods or service that
company offer in market
to satisfy customer needs
and generate revenue
(Pike, 2015) (Campbell,
Martin and Fabos, 2018).
Company has wide
range of products with
different variety of
each. It has various
chocolates like Five
star, Dairy Milk,
Bournville, etc. and
Oreo as Premium
biscuits. In beverages
product line it has
Bournvita which is one
of dominating product
in industry.
It has different range
of products lines in
beverages, milk items,
foods and chocolates.
It has number of
products like Nescafe,
Munch, Kitkat, Milky
Bar, Maggie, etc.
Price: It is value of product or
services offered in
monetary terms that
customer is willing to
pay. Company adopts
different pricing strategies
so that it can generate
revenues with profits
margins.
For chocolates like
Dairy Milk and
Bournville, Cadbury
has adopted Premium
Policy because of its
quality, taste and
variants it is available
in market. For other
products like
chocolates and biscuits
Nescafe and Maggie
have skimming prices
according to packages
and sizes Nestle offers
of these products in
target market. Other
products like
chocolates have
competitive pricing
policy which is
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