Marketing Strategies and Planning

This assignment delves into the multifaceted world of marketing. It begins by highlighting the significance of marketing in contemporary business and outlines the essential roles and responsibilities within marketing functions. The analysis then compares the marketing mix strategies of two prominent organizations. Finally, it presents a meticulously crafted marketing plan for a hypothetical firm, encompassing various aspects such as product development, pricing, promotion, and distribution.

Marketing Essentials
1

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing functions and their role in an organization....................................................3
P2 Interrlation of marketing with other business operations..................................................6
TASK 2............................................................................................................................................8
P3 Application of marketing mix for attain marketing objectives.........................................8
TASK 3..........................................................................................................................................11
P4 Analysing marketing plan..............................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17
2

INTRODUCTION
Marketing is considered as procedure in which all activities regarding exchange goods
and services are being conducted in order to sell those to one another. According to the
American Marketing, “ marketing involves activities that is concerned with production,
communication and deliverry of goods and services that offers sum values for clients and
customers along with partners as well (Definition of Marketing. 2017.). Company taken for this
kind of report is Cadbury which was founded in 1824 and this company mainly deals with
confectionery services and products. There are more then 100,000 of employees who are
associated with company as per the records of report conducted in 2008. There are several
components that are being explained in this project such as various functions of marketing of
business along with several other business operations that a company undertakes. Besides this,
there will comparison of company and its leading rival on the basis of 7P's. Moreover, for
3

implementation of operations along with process of business in better and effective manner along
with plan of marketing which needs to be formulated by every kind of activity which can be
attempted in better manner.
TASK 1
P1 Marketing functions and their role in an organization
Various kind of business owners strives to generate more amount of revenue along with
adoption of tools and techniques in order to complete the objectives. Hence, various kind of
functions regarding marketing needs to be understood in effective and proper manner in order to
complete all kind of activities and operations in better way and thus it should be related to the
marketing information system to financing. This can be stated as term which is being mainly
utilised by the company however hard to perform. Marketing is having immense scope due to
which evaluation is required for employees and companies who are determined for marketing
and selling as individual concept. Numerous functions are identified regarding concept of
marketing which in turn can be understood by company's management for carrying out all kind
of operations with all kind of activities in most appropriate manner (Seven Functions of
Marketing. 2017). Managers of Cadbury has priority on evaluating functions that mainly
performed under the concept of marketing as described below:
4

Illustration 1: Marketing
(Source: Marketing Functions, 2017) MIS : This is one of the essential factor which is involves data collecting from various
kind of resources of an organisation with the purpose of making the process of making
decisions much more smooth and transparent along with better outcomes. Distribution management: This is one of the better process by which the company will
have to manager the all kind of distribution activities regarding products and services in
better and effective manner. Role of the Cadbury's manager is to evaluate the process of
manufacturing products and services and thus conduct research on market so that certain
kind of changes can be determined and applied (Baker and et. al., 2016). This will enable
company to have high need of distribution over the confectionery goods. It is highly
essential for the manager to seek out for certain areas according to the desires and
demands of customers along with appropriate supply of products at the time of dealing. Product or service management: This type of element is extremely effective for all kind
of organization for managing products and services. This is extremely important for an
organisation to utilise resources in an effective manner along with goods production so
that expected results can be obtained. This enable company to have better process of
5

distribution along with management. Therefore, its becomes important for the Cadbury
company to have better management of products and services so that productivity and
profitability ratios can be uplifted (Bastable, 2016). There is the strategy of company that
product is being delivered at the time of demand which has given positive feedbacks in
section of confectionery goods. Making the process better by management is what
managers needs to do and through this, tasks and objectives can be attained and smooth
in nature. Pricing: This sort of element is imperative for the organization as entire procedure and
benefit proportions based on it . It is profoundly fundamental that organization to
examine the marketplace and in this way receive the best appropriate evaluating system
keeping in mind the end goal to augment the deals alongside the income so every one of
the dangers which are joined with it can be limited (Berkowitz, 2016). For the most part
estimating is conducted for assessing the production expense of item and along these
lines the gross revenue gets selected. Besides this evaluating technique is profoundly
basic for the chief of Cadbury to put special mind to the rival's system with the goal that
successful an organization could receive so as to create more income . Promotion: There are numerous organisation which are varies in size but they differs in
strategy which has been implemented for acquiring high brand value in market place in
order to present the data regarding product for every kind of customer which has been
targetted customer of company (Mittal, 2014). Different kind of brand promotion is
being undertaken to create awareness for certain goods and services that a firm offers..
Certain factors are there which are important for firm in marketing function of Cadbury
where in top management of the organisation chooses better activities of promotion and
thus can implement business for existing changes which can mainly reach out for the
range of customers in better manner. Selling: This kind of process is one of the necessary ones which company conducts and it
happens among the seller and buyer in monetary terms for the goods and services.
Numerous steps are being analysed in procedure of selling for improving ratios of profit
along with products selling. Process of selling needs to be facilitated by Cadbury so that
number of products can be made available for every buyer (Mueller and et. al., 2015).
6

 Financing: This kind of factor is highly essential for each and every kind of company by
which all kind of functions can be carried out in better manner. There are number of
activities and tasks which are being conducted by company and thus it can carried down
in better manner, for better outcomes by finance factor (Brychkov and et. al., 2017).
Marketing plays effective role in approaching the value of the company through number
of approaches for managing profit ratios. Brand value has been set up by Cadbury in
successful manner in confectionery industry that has been achieved through implying
various promotional activities that is subject to huge finance requirements.
P2 Interrlation of marketing with other business operations
A number of operations attached in the enterprise process that mainly accountable for
achieving goals. Apart from marketing there are several other business operations which are
being conducted and thus it needs to be understood by manager for making better decision
(Cabrera and Williams, 2014). There are several types of venture whose structure is much more
different along with divisions and in those various kind of functions along with roles delegation.
There are number of business operations that are mainly ascertained within business market
scenario and are described below: HRM & marketing: There are numerous functions determined having potential of
making impact on procedure. Human resource department plays critical role within
marketing sector that focuses is on hiring suitable personnel having appropriate skills
and experience. Hence, the responsibility of Human resource manager is recruiting
effective, high performing candidate along with possession knowledge (Griffitts, 2016).
There is the proper way which needs to be understood for selecting the best personnel by
HR manager of Cadbury so that various kind of tasks and activities can be obtained in
better and effective manner. Finance and marketing: There are two sector named as marketing and finance which are
interrelated with one another. This kind of interrelation can be explained with example of
conducting promotional activity that requires appropriate budget which needs to be
passed by finance sector so that promotional activities can be conducted by funds
allocation. This is the priority analysing every facet of budget that mainly enhance along
with process and market (Hoeffler, Herzenstein and Ginzburg, 2015). On this basis,
7

finance division mainly allocates the fund for conduction of number of activities and
events and thus company will be able to reach out its potential consumers. R&D & marketing: There are many kind of inventions which are being done by research
and development sector in order to create easiness among activities and tasks (Pappas,
2017). In MIS system, there are many kind of innovation which are being conducted by
R&D department for appropriate data for gathering within market so that inventory list
can be formulated in better and effective manner. Cadbury's managers needs to consider
this and thus make the innovation effective within operations for conducting the
marketing sector for performing duties along with responsibilities in better way. Customer service & marketing: There are leaders and managers who plays crucial role in
growth and success of company. Therefore, it is requisite for firm like Cadbury for
acknowledging accountability for conducting various promotional events. There are
number of divisions which are identified and most crucial one is the customers who are
cause of growth of company. Several activities and operation related to marketing are
required to work with customer services for resolving various problems observed by
company in upcoming time in order to make the selling procedure more effective . By
various kind of innovative, problems can be resolved in efficient manner. Hence,
transferring up of essential data by marketing team with motive of conducting appropriate
steps which are being faced. Production and marketing: For various kind of products and services, marketing team
collects the data from outside resources for managing the production in better way.
Marketing team has the duty of conveying the data which mainly plays crucial role in
producing the high quality products along with various standards and products.
Therefore, manager needs to pull out the lists and thus provide it to the authority for
maintaining the better quality of products and services (Hoffman and Turley, 2015).
There are various kind of roles and responsibilities which needs to be performed by
Cadbury.
 Sale and marketing: Selling team of the company mainly deals out with products which
they sell to the clients as per the data which is being given by department of marketing
where authentic list of data is being given. These two kind of sector which are sales and
marketing are highly interrelated to one another and thus both of them work as per data
8

which both exchanges. Evaluation is being done for market demand by Cadbury's
manager on the basis of production team who deals with manufacturing. Hence,
numerous operations that sales team conducts in reference with the information
provided by the marketing department.
TASK 2
P3 Application of marketing mix for attain marketing objectives
Every company who has been dealing within marketplace has the set target which they
have to attain so that sustainability can be brought within market for long tenure. In order to
accomplish aims and objectives, numerous technologies that are been implemented by firm for
completing purpose. Marketing mix could be describes as an efficient business strategy that
provide various benefits for making a place or position within marketplace in long run.(Karasar
and Öztürk, 2014). There are numerous method in marketing mix that company adopts its brand
promotion along with product within marketplace.
Cadbury is one of the effective company who has high brand value among all other
competitors dealing in same sector. Besides this, there are many competitors of company who
has decided an affiliation which needs to be considered by company and thus set up systems by
considering it.
Promotion of marketing mix can be stated as a process in which business adopts certain
tools and techniques for upliftment of brand image along with goodwill of company by taking
out number of aspects into account. For this, NESTLE who is the main competitor of this
company Cadbury of whom the PESTLE analysis has been described below:
Basis Meaning Cadbury NESTLE
Product Offer which is being
provided by company
to clients are stated as
product. This is being
done to fulfil the needs
and wants in better and
effective way. In retail
Dairy Milk, 5 star,
Perk, Temptation
KitKat, Munch, Milky
bar, Polo power Mint
9

sector products are
being considered as
physical product.
Price This can be stated as
one of the type of
effective payment
which is done in
exchange of products
or services from one
end to another (Baker
and et. al., 2016).
Within economical
sector, prices which
are being set are
expressed for the value
of products and
services which are
delivered.
Price of the Cadbury
mainly starts from low
value and thus after
upliftment of brand
value which can get
higher.
There are many of the
products provided by
NESTLE in low rates
and thus have
targetted small group
of customers.
Place There are certain
places which are being
targetted by company
where the goods and
services which are
being manufactured.
There are number of
places which should
be near to cities where
there are high rate of
transportation.
Production of goods is
being done by
Cadbury for
facilitating them to
clients in better way.
There are number of
stores to whom the
goods are being
supplied by company
in order to reach every
kind of customers.
There are many of the
products which are
not so famous within
market and those
which are difficult to
find as compared to
Cadbury (Bastable,
2016).
Promotion This kind of term can There are efficient Numerous tools are
10

be stated as one of the
basic factor of
marketing mix in
which there are
number of factors
which are mainly
utilised for helping out
in product
development along
with goods to each
individual.
strategies which are
being utilised by
Cadbury in which they
mainly provide
number of offers for
customers which can
draw the attention of
customers (Berkowitz,
2016).
being utilised for
promotion which are
mainly utilised by
NESTLE and thus are
being published on
internet which can
exist within nature
also.
People This kind of term is
mainly utilised by
company as it plays
crucial role in
operations along with
process like workers,
customers and many
more. This kind of
factor sis being
utilised by
management for
understanding in better
way and it in turn will
allow to attain aims
and objectives in
better way.
There is training and
development provided
by Cadbury for every
employee for every
company so that it can
identify identical gaps
among skills. There
are number of skills
along with techniques
for an individual,
management which in
turn can help out in
attaining aims and
objectives in better
manner.
NSETLE employees
are well trained in
nature along with
comparison of
Cadbury as this kind
of company may not
have much kind of
resources along with
employees in better
manner (Mittal,
2014).
Process This kind of process is
highly essential for
opting out better
Numerous services
along with products
which are supplied to
In this company,
products which are
being manufactured
11

process for working so
that operations can be
managed for working
with each and every
kind of objective in
effective manner.
clients by help of the
employees who
provide good support
for rendering high
level of quality along
with basic services for
every kind of customer
within company
(Mueller and et. al.,
2015).
and supplied are low
in nature as the profit
margins are not much
as compared to
Cadbury.
Physical evidence Along with
communication, there
is consistency for
branding which means
that there are various
kind of products which
are mainly physical in
nature for an
organisation.
There are various kind
of services which are
high in quality for
signifying the physical
evidence for company
in order to make them
deal within
marketplace in
effective manner
(Brychkov and et. al.,
2017).
There are products
produced by company
and thus they have
physical in nature but
it is being relatively
less as compared to
Cadbury.
TASK 3
P4 Analysing marketing plan
Marketing plan basically explains company's goals , mission and vision statements along
with detailed budget for various activities, This is time consuming for dealing with goods and
services of firm along with smoothing up its activities (Cabrera and Williams, 2014) (Griffitts,
2016). Marketing plan mainly involves various kind of feature which are described below:
Vision of Cadbury: “Working together to create brand people love”.
12

This kind of statement communicate firm's philosophy of team work where company
produces variety of goods that make them capable to attain brand recognition.
Mission of Cadbury: “Cadbury means a quality; this is our promise. Our reputation is
built upon quality; our commitment to continuous improvement will ensure our promise”.
Applying this firm aims to provide wide range of quality products. This makes it essential
for high authorities and top level management to optimum utilises its limited resources to attain
customers satisfaction. (Kennedy and Parsons, 2014). This can be secured for future time
regarding enhancement within products and services.
Objective of Cadbury: It is considered as an essential step which are being mainly taken as the
guidance that assists in gaining high growth and sustainability in efficient way. There are
various kind of objectives which are being described below:
 To increase chocolates quality
 To manufacture delicious chocolates. To launch several new ventures
Situational analysis: This type of factor is extremely necessary for an organisation for measuring
out all kind of internal forces which directly or indirectly has made impact on overall
functioning or operations (SWOT analysis of Cadbury. 2017). This can mainly be done by
conducting swot investigation for the organization in order to understand abilities, situation and
consumers in better manner.
Strength Weakness Opportunities Threats
Cadbury is one of the
largest organisation
which is present in
about 200 countries.
There are many of the
barriers but among
them most essential
one Is that India which
is largest market of
Cadbury has its major
part as rural due to
sales gets impacted.
A vital weakness of an
association can
advance toward
getting to be open
entryway in which
organization need to
target and penetrate in
rural regions for more
market openings
(Hoeffler, Herzenstein
Distribution cost is
high in nature and due
to which cost has been
increased along with
fuel cost and
transportation. Thus,
return increases while
the cost gap for many
more companies.
13

and Ginzburg, 2015).
There are various kind
of products along with
services which have
any kind of
competitor.
There is the high time
when goodwill of
company will be
impacted as there are
many of the cases by
which many of
customers who has
negative perception for
company (Pappas,
2017).
For this company,
major factor is taste
and company has hold
in Indian market
where the people like
small chocolates for
eating. Thus,
introducing new kind
of flavour for the
products of company.
In modern scenario,
people has became
more health conscious
and thus they prefer
healthy juice instead of
consuming chocolates.
There are many of the
products which are
being sold by
company like Dairy
Milk, Bournvita, Oreo
which in turn can
provide help in
bringing sustainability
within company.
There are many of the
weaknesses where the
quality needs to be
made much more
good.
This in turn can
mainly improve the
products by the help of
innovation and
enhancement which in
turn can create
opportunity for
company (Hoffman
and Turley, 2015).
This can provide main
interests which can
mainly reduce from
since few years and it
will lead to threat for
company.
This is very much important for firm in analysing micro attributes of marketing This in
turn will assist enterprise to have maximum growth for attaining the objectives in effective way
(PESTLE Analysis of Cadbury. 2017). PEST analysis of Cadbury is being defined below: Political: In UK aspect, there is the change of Govt. that greatly impacts activities of
Cadbury. There are about 130 factories of Cadbury who has employed about 3000
employees . However,strict regulation related to skilled workers which can make impact
on the Cadbury decisions in future. Alternation take place in government policies impact
business operations in both positive and negative manner (Baker and et. al., 2016). If
government formulate some strict rules related with import and export, then it became
difficult for Cadbury to carry out its commercial activities in appropriate manner. On the
14

other hand, when government support businesses by offer subsidiaries and other facilities
then it affects the business activities in positive manner.
 Economical: The global structure economical breakdown which has made impact
on the diversification strategy of firm apart from its sales volumes that have greatly
impacted its sustainability. Elements cover under this factors include are exchange
rate, inflation rate, deflation rate and many more (Bastable, 2016). Changes arise in
this also affect the commercial activities of an enterprise in positive and negative
manner. In situation of high inflation rate, customers only buy things of necessity and
this negatively affect the sales of company products and results in decrease number
of profit. On the other hand, in a situation of high purchasing power of customers,
this results in increase company profit due to increase sale of its product.
 Social: Activities of Cadbury is managed by Quaker family, regulation for liquor
filled within the areas of maintaining business which sells tea, espresso, cocoa and
fluid chocolates (Lane, 2016). Thus there are chocolates and various products
offered by company provides customers to satisfy their needs and desires across the
globe, Cadbury however alleged for contentions along with present Cadbury
products which are “Halal Ensured” for obliging Muslim customers across the globe.
Company produce goods as per the specific requirements of customers by assure
quality then it help in attract more number of customers and impact all other business
operations in positive manner (Berkowitz, 2016). On the other hand, when changes
take place in customer’s requirement on frequent basis then impact company’s
activities in negative manner.
 Technological: With time there is the modification in the techniques for the firm
along with packaging for over the years which has been establishes by introducing
of new type of technology for coffee blending. Technology adopted by company
largely affect its various functions and its impact its performance. When company
use updated technology to carry out its production process and to serve its customers
then it ensures company to sustain in market for long run. Use of updated technology
is very necessary as obsolete technology only increase cost of business activities.

15

Formulating budget is highly essential for giving out help in company for which business which
can in turn conduct operations efficiently (Mittal, 2014). Formulation of budget of Cadbury is
subject to various kind of expenses along with savings which are being included for executing
every kind of plan. By this, major work will be done for expansion of business along with
marketing budget which is being described below:
Marketing budget (in pounds (£))
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 10600 10200 10000 10000
Investment 10500 15800 15000 10200
Total 50000 21100 26000 25000 20200
Marketing
expenditures
Advertisement 10600 6800 6400 6800 6500
Sales promotion 2400 2900 4800 3500 8400
Direct marketing 7500 6500 2060 7400 2700
Total 20500 16200 13660 17700 17600
Available balance 30800 17400 15300 24000 14300
16

CONCLUSION
The project undertaken concludes that marketing is havering immense scope and thus its
is requisite for every firm to put considerable efforts to formulate effective marketing Stargate.
Further roles and responsibilities of marketing functions along with its interrelation with other
business departments are been explained. Also comparison of two leading organization is been
explained on basis of their marketing mix strategies. Lastly marketing plan for the firm is being
formulated and explained. Different functions perform by a business enterprise are interrelate
with each other and this factor require to be consider by the manager of company while assign
roles and responsibilities to different department. It is very essential that all components of
marketing mix should be well applied by company as this help in attain set objectives and also
support to better satisfy the needs of customers. To attain marketing objective, it is very
important for manager of marketing department to formulate an effective marketing plan with
help of different methods and tools.
17

REFERENCES
Books and Journals
Online
18

Definition of Marketing. 2017. [Online]. Available through
:<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>.
PESTLE Analysis of Cadbury. 2017. [Online]. Available through
:<http://marketingdawn.com/pestle-analysis-of-cadbury/>.
Seven Functions of Marketing. 2017. [Online]. Available through
:<http://smallbusiness.chron.com/seven-functions-marketing-56980.html>.
SWOT analysis of Cadbury. 2017. [Online]. Available through
:<https://www.marketing91.com/swot-analysis-of-cadbury/>.
19