Marketing Essentials and Strategic Planning

This assignment delves into the world of marketing, covering essential concepts, strategies, and practices. It includes a review of key research papers and articles on marketing topics, such as product launch strategies, social engineering, and employer branding. Additionally, it provides an analysis of Cadbury's SWOT analysis and the marketing mix, highlighting the importance of strategic planning in business success.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Responsibilities of Marketing Function................................................................1
M1 Analysis of roles & responsibilities of marketing................................................................4
D1 Critically analyse the key elements of marketing function...................................................5
P2 How responsibilities and roles of marketing inter-related with organisation........................5
M2 Importance of marketing relationship with other functional unit.........................................8
TASK 2 ...........................................................................................................................................8
P3 Compare the marketing mix of two different organisation....................................................8
M3 Evaluate different tactics used by CADBURY in order to attain its business objective. ..10
TASK4...........................................................................................................................................10
P4 Marketing plan of Cadbury..................................................................................................10
M4 Produce detailed marketing plan........................................................................................14
D2 Develop a strategic marketing plan.....................................................................................14
CONCLUSION .............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the social process via which organizations and individuals obtain
what they desire or need through exchanging and creating values and relationship with others. It
is an art and science of of exploring, developing and delivering goods and services that satisfies
the need of potential buyers, partners, society and clients at large. Basically, marketing is used by
business entities in order to establish strong relationship with customers for longer duration. It
mainly involves activities concerned with packaging, selling and advertising that assist in
transferring final product from manufacturer to end consumer. The success and growth of every
company depend upon how they promote or advertise their goods and services in the market
place (Baker and et. al., 2016). The concept of marketing is consumer focused as it stimulates the
interest of buyers towards the firm's product or services. The chosen company in this project
report is CADBURY.
It is a multinational confectionery enterprise, headquartered in London, UK. It is mainly famous
for its Roses Selection Box, Dairy Milk Chocolate and the Creme Egg. This report talks about
different roles and responsibilities of marketing function that helps Cadbury in achieving their
long term goal. Along with this it also covers elements of marketing mix and marketing plan.
TASK 1
P1 Roles and Responsibilities of Marketing Function
The concept of marketing primarily deals in promoting company's product or services
among the potential buyers. Basically it excite the customer and enable them to purchase the
goods that satisfies their unlimited needs or desire. The aim of every business concern is to earn
profits and this is only possible via satisfied clients. Thus, marketing focuses on promoting those
products that fulfils the requirement of target audience in an effective way and builds long term
relationship with them. In the modern scenario, where choices of customers are changing rapidly,
it becomes essential for every organization to identify their choices or preferences and make
product according to that. Marketing simply means delighting the buyers interest in order to
attain firm's goal in a structured way (Batt, 2013). Below mentioned are the various roles and
responsibilities of marketing function that enables CADBURY to achieve their both long and
short term target effectively are as follows:
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 Marketing Information System(MIS): Companies use MIS in order to identify the
changing needs and desire of target customers. Basically this system gathers, collect and
distribute information concerned with likes and dislikes of target audience to firm's
manager, that further use this information in making effective strategic decision related to
the production of product or services (Brooks and Simkin, 2012). According to Stroke, In
order to manage organisation efficiently, it is important to control their future well and
for governing future in a structured manner, it is essential to use the information related
to buyers choice effectively. Thus, entities collect the information on frequent basis so
that they can make their product accordingly. For instance, CADBURY identifies that
half of the population prefer to eat chocolate that contains dry fruits. They uses this
information and came out with their new product range namely CADBURY Fruit and
Nut, Roasted Almond etc.
 Marketing Planning: In order to achieve both long and short term objective,
CADBURY is required to prepare constructive marketing plan. For example: referred
firm is having market share of 25% for its normal dairy milk chocolate. Now they want to
increase it to 45%. In order to attain this goal, marketer of CADBURY is liable to create
marketing plan in regards of promotion efforts, level of production and increased
quantity. It also states the roles of employees and managers towards accomplishing this.
 Financing: It is considered as the most essential function of marketing as it identifies and
depicts the sources via which company arrange their funding in order to operates or
manage its day to day operations or working capital. CADBURY is mainly manage their
finance resources through debt, investors, bank, etc.
 Promotion: It means informing and educating customer about the goods and services of
business concern and encourage them to purchase their products. Promotion can done
mainly through personal selling, publicity, advertising and sales promotion. Basically it
refers to the voice of entity via which they mainly advertise their brand and its message
among the potential buyers. CADBURY has adopted different promotional strategy for
different age group of their target audience (Caragher, 2016) (Desai, 2013). For
instance, For the age group of 2-15, their advertisements were mostly animated and
attract the imagination of children. For young and old age people they promote via
communicating the message “Kid in Everyone”. Also they have used social media
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platforms where they are in direct touch with its customers. They share the experience
and review of its client on social media websites. They even endorsed their brand through
famous Celebrities such as Amitabh Bachan, Louis Walsh. They emotionally connect
their product with clients.
 Selling: Both selling and marketing are interconnect with each other. The aim of business
concern is to earn profit which can only be possible through satisfying the needs and
desire of target audience. Once the company determine the choices of potential buyers,
they become liable to deliver right product to customer within the given time-frame
(Gamble and et. al., 2011). The process of selling bridges the gap between CADBURY
and its desired consumers. This is the only platform via which referred firm satisfies the
unlimited wants and needs of clients within the time period.
 Research and Development: In the modern era, where demands and preferences of
customer is changing so rapidly, it become essential for every organization to identify
and assess their changing needs and further modify the product accordingly. Managers of
the company are require to research about what exactly buyers wants, at what quantity
and price. CADBURY is doing effective research before launching any of its product in
the market place. For instance, they researched about how much percentage of population
prefer to eat or like nuts in the chocolate. They also gather information related to its new
product whether it is going to be acceptable by them or not.
 Pricing: The most important role of marketing manager is to fix or set a price for a
particular product that creates value for the customer. The price factor can be affected by
price of rivalry product, rate of profit, government policies & regulation etc. It is essential
for every business enterprise to set their price in a such a manner that it not so high from
the buyer point of view and at the same time earns enough profit from company's point of
view. CADBURY is selling their product at economical rate which comes out as a
competitive advantage for them (Heuvinck, Vermeir and Geuens, 2010). They male their
product available in such a way that can be easily afford by people of every income
group. Most importantly their goods are creating value for target audience.
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Illustration 1: Marketing Function
(Source: Different Functions of Marketing, 2018)
M1 Analysis of roles & responsibilities of marketing
Marketing plays an important role in increasing profitability of the firm. Different
marketing activities are conducted by an organisation in order to determine needs and demands
of customers. Individuals of marketing department performs different roles & responsibilities to
ensure effective functioning of company (Hsu, 2011). Marketing function assists the
organisation in communicating information about product to customers. It also helps in attracting
large group of customers towards brand and in producing high quality products. At the same
time, it highly contributes in generating higher revenues and profitability ratios of the referred
company.
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D1 Critically analyse the key elements of marketing function
According to Jeffery, (2010) Organization primarily use marketing tool in order to
promote its product or services among the target customer. Different functions of marketing such
as research-and-development, pricing, financing, selling, MIS, promotion etc. enables
CADBURY to achieve its long term goals in an effectual manner. Marketing is interlinked with
various department of organization that mainly includes HRD, IT, Sales, Finance, Research-and-
development etc. The success and growth of every company depends upon how well they
marketed their product and use different functions of marketing to attain business objective and
increase the revenue and sales figurers.
P2 How responsibilities and roles of marketing inter-related with organisation
The concept of Marketing is also related with different department of organisation which
enables them to take strategic decision and achieve business objective effectively and efficiently,
With the assistance of marketing, firm can easily attain its long term gaol in a structure and
thorough manner. It not only advertise product or services but it also engage in delivering goods
to end consumer who actually needs it (Jones and Rowley, 2011). An organisation is consist of
different departments that work collectively in order to yield higher profitability and market
share of company. Below mentioned are the various department of CADBURY that describes the
how marketing is useful for them :
(Source: Main Functional Areas of Business, 2017)
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Illustration 2: Different departments of organisation

1. Marketing and Human Resource Development: The primary responsibility of HR
manager is to hire skilled, competent, knowledgable employee for the company who
helps in accomplishing business goals in an effectual manner. Every organization focuses
on stimulating profitable buyers and investors to attain fair sales figures, and for this they
need to recruit talented and creative personnel (KAUR, 2015). HR manager of
CADBURY uses marketing tool in order to aware people about the current vacancy.
Referred firm rely on both internal and external sources for hiring employee and for
external they use different marketing channel. For instance, they put it on their websites,
contract with job portals etc. With the help of marketing, they are able to communicate
their message in society at large.
2. Marketing and Information Technology: In order to capture higher market share, it is
essential for every business enterprise to adopt and apply advanced technology in
business operations. Innovative technology enables the firm to formulate policies and
plan in an effective way. CADBURY is also following the same trend as they created
their own website which ultimately increase the awareness of customer and connect them
with the company in a better way. With the help of IT Department, manager of referred
enterprise develops single point of view of customer which normally states all evidence
or interaction that takes places between client and brand. Basically it is a detailed
description of consumer profile, past purchasing pattern, social media interact and all
other necessary information that depicts their likes and dislikes which is ultimately
beneficial for the referred firm. Also CADBURY has created their facebook, instagram,
twitter page. They are also uploading their video on YouTube Channel that shows the
celebrities eating their product and giving reviews.
3. Marketing and Sales Department: Marketing and sales department act as a mediator
between buyer and production. The roles of sales manager is to aware themselves about
the likes and dislikes of customer. Also they deals with various concerns or issues that
buyer faces related to particular product or services (Kennedy and Parsons, 2014). After
gather all such information, sales manager transfer it to production department and they
start making product as per customer requirement. With the effective marketing and sales
team, firm can easily translate the requirement of buyer into specified product.
CADBURY sales team focuses on two main elements one is they gather information
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related to customer choice and makes buyers happy so as to maintain long term
relationship with them.
4. Marketing and Finance Department: Marketing and Finance are the two essential pillars
on which total revenue and profitability of the company depends. The word finance
mainly related with cost, profit or feasibility of project whereas on the other hand the
term marketing deals with sales target, volume, publicity, advertising, data mining etc. If
the firm is unable to advertise its product in a effective way it will directly affects its
sales and revenues figures (Lane, 2016). With the help of marketing, manager of
CADBURY identifies various sources of finance or funding in order to operates its day to
day activities and working capital in a structured manner.
5. Research and Development (R&D): As per the point of view of Google's Chief
Economist, marketing refers as new R&D as marketing contains immediate approach
towards customer behaviour and reaction across different media that mainly transfers
organisation message in the form of product or services that satisfies the unlimited needs
or desire of target audience. Earlier likes and requirement of consumer is determined by
conducting survey, focus group etc. But in present era, firm can easily determine the
choices of buyers via social media platform as they spend most of their time on such
websites. Marketing manager of CADBURY asses the changing needs of potential buyers
and modify their product as per their requirement. For instance, they researched about
maximum % of population prefer to eat chocolates that contains nuts. By knowing this
referred firm launch its new product line that includes chocolates with nuts such as Fruit
and Nut, Roasted Almond and Cashew. Recently Oreo is in trend, taking the advantage
of this, CADBURY launched its Oreo flavoured chocolates.
6. Marketing and Customer Service Department: Customers are considered as the king
of market. Therefore the primary responsibility of every business concern is to satisfies
the unlimited needs and wants of target audience. CADBURY provides description on its
product that states if you have any query or feedback write or call on this number. Also
they provide 24*7 assistance to customers in terms of dealing with the issues or queries
that buyers faces (Mihart, 2012). The main motto of this department to make their buyers
happy and builds long lasting relationships with them.
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M2 Importance of marketing relationship with other functional unit
The success of every business enterprise rely on how well they promote their brand and
meet the requirement of customer in an effectual manner. An organisation is made up of various
departments that work collectively in order to generate higher profitability ratios for the firm.
Different department of CADBURY uses marketing tool that directly or indirectly attains their
business objective in a significant manner.
TASK 2
P3 Compare the marketing mix of two different organisation
Marketing Mix refers to the set of tactics, that is used by every organisation in order to
advertise or promote its brand or product among the target customer or buyers Marketing
mix.2016. It mainly covers 7P's related to marketing function that enables the company to
accomplish their business objectives effectively.
The two organisation chosen here is CADBURY and NESTLE. Below mentioned is the
detailed explanation of all the essential components of marketing mix:
Elements of Marketing Mix CADBURY NESTLE
Product CADBURY is a multinational
confectionery company that is
famous for its products like,
dairy milk roses and cream egg
selection box as well as other
confectionery products. They
has positioned themselves as
the world second largest
confectionery firm after
Wrigley's. Their product range
categorise into Bars, Boxes,
Beverages, Cooking, Easter
etc.
NESTLE is largest
transnational drink and food
company. They mainly deals
in providing medical food,
baby food, tea and coffee,
confectionery items, dairy
products, ice-cream, frozen
food, snacks, breakfast cereals
and pet foods. The company
gained most of its popularity
from its Maggi.
Price They are selling their product
at economical range so that
They also aims at selling their
product at reasonable rate.
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consumer of each income
group can have their product.
They are mostly using market
penetration and economy
pricing strategy. Their main
focus is to attract the attention
of large number of consumer,
thus they offer those products
or services that creates value
for buyers.
Their Maggi product holds the
maximum market share. They
normally set prices for their
product so that it can consume
by each and every consumer.
Promotion Since the company holds
strong market they did not put
much efforts towards
promoting their brand. But still
as per the modern scenario,
they also used social media
platform in order to promote
its product or services. They
also endorsed their brand via
famous Celebrities.
NESTLE is promoting their
brand on social media
platforms. Since the company
is operating from long years,
they also requires less
promotion. But still they are
also endorsing their brand via
famous personalities.
Place CADBURY is currently
operating in more than 50
countries all across the globe.
They capture large market
share which gives them the
benefit of high competitive
advantage over their rivals. A
person can easily find referred
firm product in small grocery
stores as well.
NESTLE stakes strong hold in
more than 194 countries which
is quite large. They have
positioned themselves as
world's largest food company
in terms of profits and
revenues. Just like
CADBURY, products of
referred firm also available
even in small grocery stores.
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Physical Evidence CADBURY logo is itself its
physical evidence. Since the
company is operating from
past 194 years they have build
its strong and positive image in
the minds of target audience.
NESTLE's is operating from
past 151 years which itself
serve as a physical evidence.
They gained maximum
popularity after its Maggi
product.
Process The process of approaching to
its target audience is simple
and straight.
NESTLE is also using the
same strategy. By keeping
their process simple, they are
able to connect better
relationship with its potential
buyers.
People CADBURY is mainly focusing
on targeting people of all age
group. They does not have any
particular product range for
specified age group. Their
product can be consumed any
age of people.
NESTLE is having its specific
product range for particular
market segment or age-group.
For instance, their baby food is
specified for the age group of
children between 3-6 years.
M3 Evaluate different tactics used by CADBURY in order to attain its business objective.
CADBURY is using economical pricing strategy for setting up price for its product. They
have also used the platform of social media via which they are promoting their goods at vast
level (Ogunmokun and Tang, 2012). By the use of different marketing tactics, they
communicate value and benefits of their product to large group of potential buyers in an effectual
manner.
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TASK4
P4 Marketing plan of Cadbury
Marketing plan refers to a detailed document that includes strategies, objectives, mission,
vision, budget etc. of the company. It is a written document that provides path to marketing
manager to accomplish goals and targets off the firm (Papasolomou and Melanthiou, 2012). It
involves all the activities of business that will be performed by individual for coming year.
Marketing plan of Cadbury are as follows:
Introduction to company:
Cadbury is one of the well known company and a top confectionery brand of UK. Its
headquarters are located in Uxbridge, London and serve its product worldwide. Marketing plan
is generally formulated by the firm in order to introduce its new product in the market (Perreault,
2010). It is a necessary step that is followed by the company to convey information of product to
customers.
Vision and Mission:
Vision statement of the company is: “ Working collectively to make brands that people
love ”.
Mission of the firm is: “Cadbury means quality” this is our promise. Reputation of the
company is build on quality; commitment to constant improvement will ensure that promise is
delivered.
Objectives of the company:
The objectives of Cadbury are as follows:-
 Its main objective is to become world's best & biggest confectionery firm.
 To expand brand.
 To enhance quality of chocolates.
 Administer quality products to customers.
 To perform better than competitors in market.
 Increase revenue by 20%. Make different varieties of chocolates that delight customers.
Situational analysis:
It is an important step that is taken by the company in order to get proper understanding
of the market SWOT analysis of Cadbury, 2017. Through this step, managers are able to
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understand internal and external condition of the business. For proper analysis of company's
situation, SWOT analysis is conducted so that strengths, weaknesses, opportunities & threats to
business can be identified.
Strengths Weaknesses
 Firm is constantly maintaining its
growth and sustainability in the market.
 Good image of company in minds of
customers.
 Top most chocolates supplier in the
market.
 Positive perception of customers about
brand.
 Strong marketing as well as distribution
channels.
 Minimum prices of chocolates and
other products.
 In rural market, company don't have
good penetration.
 Lots of substitutes are present in the
market.
 Excess consumption of chocolates leads
to suffer from various diseases such as
high cholesterol, diabetes etc.
Opportunities Threats
 Customers highly prefer the brand on
occasions such as Raksha Bandhan,
Holi, Diwali, Christmas, birthdays etc.
 Many new chocolates are invented that
provides opportunity to make new
products.
 Production of sugar free chocolates is
the best opportunity.
 High distribution cost of company due
to increase in fuel and transportation
cost.
 Change in buying behaviour of
customers is a big threat for company.
 More resources are required to improve
performance in market.
 Competitors are the biggest threat for
company.
Marketing budget:
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Marketing budget is prepared by marketing managers of the company so that all the
activities related to promotion of product can be performed in in better way.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 14000 14500 22000 19000
Investment 20000 11500 16000 14000
Total 50000 34000 26000 38000 33000
Marketing
expenditures
Advertisement 8700 7500 7500 7000 6800
Sales promotion 3000 4000 3500 3000 7200
Direct marketing 8300 7000 3000 7000 3000
Total 20000 18500 14000 17000 17000
Available balance 30000 15500 12000 21000 16000
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Target market:
It is necessary for the firm to have target market where they can sell their goods to their
potential customers without difficulties. Everyone loves Cadbury so they are not emphasizing on
a specific market segment (Wu, Kirko and Huang, 2016). They focus on all the markets for
offering their products. It is important in order to attain higher profitability ratio.
Marketing strategy:
Marketing strategies are formulated by marketing managers in order to achieve set goals
and targets of the company. Various strategies are used by Cadbury to encourage customers to
buy their product more. Brand equity and distribution are two main competitive advantage for
company. So, company ensures to make available their products at every store from small to
high end departmental shops. They purely use penetration strategy to penetrate Indian market.
They made separate plan for different age groups.
Implementation:
It is important for marketing manager of Cadbury to implement the marketing plan in
effective way so that objectives and targets of the company can be successfully accomplished.
Monitoring and control:
It is an essential step that requires to be done by marketing manager after implementation
of plan. By this step, they are able to evaluate the effectiveness of marketing activities and make
correction if required (Wilson, 2015). This step determines the drawbacks of plan and help
managers in taking corrective actions so that effectiveness of process can be increased.
M4 Produce detailed marketing plan
Marketing plan can be defined as a process that is important for every organisation in
order to identify its strength, weaknesses, threats, opportunities, competitors, STP approach.
With the help of this, CADBURY can easily determines the influence of both internal and
external factors on its operation and functions.
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D2 Develop a strategic marketing plan
According to Tang, (2012) Marketing Plan outlines the marketing and advertising efforts
for the future year. It mainly describes the activities that enable the firm to achieve business
objective in a structured way. Marketing managers provides direction and guidance towards
making effective marketing plan that blueprints the future goals of CADBURY and its
attainment within specified time-frame.
CONCLUSION
As per the above mentioned report, it has been concluded that marketing plays an
important role in growth and success of the company. It is necessary for every organisation in
order to introduce its new product in the market and communicate its values and benefits to
customers. Effective marketing of product assists firm in attracting large group of customers
towards the brand. It assists in increasing profitability ratio of the company by satisfying needs
and wants of potential consumers. Different roles associated with marketing function facilitates
organisation to attain long as well as short term objectives of the company in systematic manner.
Components of marketing mix assists managers in determining right strategy for a particular
product. Marketing plan provides direction to analyse needs of market and differentiate
themselves from rivals.
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through :<https://www.marketing91.com/swot-analysis-of-cadbury/>.
Marketing mix.2016.[Online].Available through:<https://www.marketing91.com/marketing-mix-
of-CADBURY/ >.
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