Marketing Essentials Report

This report explores the fundamentals of marketing, using Cadbury as a case study. It examines the roles and responsibilities of marketing functions, analyzes the marketing mix applied by Cadbury and its competitors, and develops a detailed marketing plan for Cadbury, incorporating the 7Ps of marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Roles and responsibilities of marketing functions................................................................1
M1. Duties of marketing with respect to marketing environment..............................................3
P2: Relation of roles and responsibilities with wider context of organisation............................4
M2 Significance of inter-relationship between marketing and other functional unit ................5
D1 Critically evaluate the key element of marketing function...................................................5
TASK 2............................................................................................................................................6
P3: Comparison of marketing mix applied by different companies...........................................6
M3 Evaluate different tactics chosen by Cadbury to achieve business objective.......................8
TASK 3............................................................................................................................................8
P4: Marketing plan for Cadbury.................................................................................................8
M4: Produce detailed marketing plan for Cadbury...................................................................12
D2: Design marketing plan with the use of 7P's.......................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
.......................................................................................................................................................16

INTRODUCTION
Marketing is an activity of identifying the need and perception of targetted customers
toward particular products and services which facilitate an organisation to enhance their products
accordingly. For this, marketing manager are solely liable to reach their products and services to
the public through using different promotional tools. As per the Dr. Philip Kotler, “marketing
can be consider as a science and art of delivering, creating and enhancing the value to meet
customer's needs and requirements.” The present assignment report is based on Cadbury which
deals in offering confectionery products such as Dairy Milk chocolate, the Creme Egg and Roses
selections box etc. It was established in 1824 and from then to now, the company has enlarged its
business in more than 50 countries. The present report includes the roles and duties of different
marketing functions and their interrelation with different departments. The project is also
discussing the 7P's of marketing mix of two organisations in order to make comparison. Apart
from this, all other aspects are also summarised under this report in the context of Cadbury
(Askeland and Wright, 2013).
TASK 1
P1: Roles and responsibilities of marketing functions
Marketing:
It refer to the activity of reaching products and services to the targeted customers and
influencing their buying behaviour and interest in favour of company's products and services. As
per the American Marketing Association, marketing is set of institution which are delivering,
developing and maximising the satisfaction level of customers.
Marketing functions:
Marketing is the duty of an organisation which assist them to identify the market needs
and requirements through using various promotional tools and techniques. It can be done through
performing market research, advertisement through various ways etc. There are multiple number
of marketing functions which include marketing planning, product designing and improvement,
packaging and levelling, delivering products and services etc. All such important aspects are help
an organisation to attract new and retain loyal customers for longer period of time. Such other
functions are also there which are briefly described under :
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Gathering and evaluating market information: It is an activity of identifying the market
trends, customer taste and preferences etc. and carefully evaluating them which direct
management to make changes in their predetermined plans and policies.
Marketing Planning: The marketing manager are liable to make suitable marketing plans
through adopting various marketing tools and techniques such as advertisement on TV, social
media, digital marketing etc.
Product designing and development: Cadbury deals in providing confectioneries items
due to which it is essential for them to design and packaging the products so as to attract
maximum number of customers (Bačík, Štefko and Gburová, 2014).
Packaging and levelling: The main objective of packaging is to prevent any damages,
breakage, destruction and other products at the time of storage and transit. On the other hand,
label is also essential which is found on the goods itself.
Customer support services: Marketing manager is liable to perform functions in order to
support the audience to achieve their loyalty towards an organisation. Resolving customer issues
through forming a staff provide optimum solution that help in achieving good image of company
in competitive market.
Pricing the products: Pricing factor is an influencing factor which affects the buying
behaviour of targeted customers due to which it is important for the marketing management to
identify the buyer's capability and on the basis of which an organisation set an effective prices
for their products.
Promotion: It is the main marketing function which help in influencing the targeted
customers in order to achieve huge customer strengths. Cadbury mainly uses four types of
four types of promotional tools such as advertising, sales promotion, personal selling and
publicity.
Physical distribution: It is the process of delivering products to the targeted customers
through selecting an effective distributor and suppliers (Brown, McDonagh and Shultz II, 2013).
Concept of marketing, cover future and current trends. It include five major parts which
are discussed below:
Production: An organisation can avail its products at affordable price only if the
management are able to reduce cost of production and it can be possible through utilising
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available resources in an optimum manner. Marketing help in giving sufficient information about
current market trends which directs production team to produce demanded products.
Product: Cadbury is known for providing quality due to which the company successfully
achieve huge customer base. Due to offering multiple number of confectionery items, the
company can easily attracts lots of customers across worldwide. Marketing influences buying
behaviour of customers which makes positive impact on the sales figure and revenue of
company.
Selling: It is an essential for an organisation to sell or deliver its products and services on
time through adopting an effective distribution channel. It help company to achieve their loyalty.
The marketing help in identify the market where the demand of Cadbury's products are more
which assist management to supply to such market in order to attain huge customer base (Burke
and Friedman, 2011).
Marketing: Under this concept, marketing manager mainly focus on influencing interest
and buying behaviour of targeted customers through adopting various promotional tools and
techniques such as advertisement on TV, social media, digital marketing etc.
Societal marketing: It is an essential part of marketing to fulfil the basic needs and wants
of society through offering quality products. The marketing informs customers about quality of
products which maximises the satisfaction level of customers.
M1. Duties of marketing with respect to marketing environment
Marketing is considered as an important tool which supports every organisation in order
to influence other's interest and buying behaviours towards quality products. The roles and
responsibilities of marketing related with environment are given as below:
Market strategies: It includes decision regrading adoption of marketing tools and
techniques with an objective of achieving sales target and revenue of company.
Marketing information System: Such tool help in storing information about current
market trends and taste and preferences of targeted customers so that proper decision are made in
order to bring profitable outcomes (Dudu and Agwu, 2014).
Monitoring and controlling of marketing environment: There are lots of influencing
factors in business environment which affects the marketing activities thus required to deal with
them through monitoring each and every marketing activity in an appropriate manner.
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Marketing research: Marketing manager is an important to conduct research in order to
identify the market trends so as to fulfil them in an effective and efficient manner.
Market segmentation: It is essential for marketing manager to segment the market in
order to focus of each segment customer's needs and requirements. It becomes easy for company
to fulfil their needs as quickly as possible.
P2: Relation of roles and responsibilities with wider context of organisation
An organisation irrespective of the fact whether engaged in retail, manufacturing or
service industry such as Cadbury are required to get adequate support from the various
departments which includes human resource, technological, sales department etc. In order to
achieve its desired goals and objectives. Therefore, the contribution of such departments decide
the growth and success of Cadbury in competitive market world. The marketing department is
unable to perform their several functions without having support from other departments. Such
interrelation of marketing department with other departments of Cadbury are briefly explained
under below:
Human resource and marketing department: HR department is such a department
which are liable to recruit and appoint employee on particular designation according to their
skills and capabilities. Marketing manager can able to perform different marketing functions
with the help of employees having knowledge of adopting marketing tools and techniques. Such
employees are recruited and selected by HR department therefore such both department are
interrelated with each other (Eslinger, 2014).
Marketing and technological department: IT Department are such department which is
liable to bring new and modern technology which assist company in performing their business
activities in an effective and efficient manner. Such technology includes digital marketing,
Management Information System (MIS) which facilitate marketing department to keep record of
needs and preferences of targeted customers through conducting research and accordingly
promote company's products and services.
Marketing and sales department: The sales and revenue of an organisation depends on
the marketing thus such two departments are much interrelated with each other. Marketing
department is responsible to influence the interest and buying behaviour of targeted customers
through using various marketing tools such as TV advertisement, social media marketing, digital
marketing etc. which directly increases the sales figure and revenue of company. Cadbury is
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known brand and has attained huge customer base therefore to retain them with company fr
longer period of time and maintain their revenue, adoption of marketing tools are essential.
Marketing and operational department: Operation department is liable to manage the
company's practices so as to increase effectiveness and efficiency level. It can be done through
converting raw materials into finished goods at minimum cost which can be further transferred to
the targeted customers with the help of marketing department. It help in reaching final products
through providing different facilities such as transportation, warehouses, packaging, distribution
etc. Through this, such departments are interrelated with each other in order to achieve
organisational goals and objectives within given time frame ( Wieser, 2012).
Marketing and R&D department: R&D is held liable to identify the customer's needs
and preferences through conducting market research on regular basis which cannot be possible
with the help of marketing. R&D through conducting research are able to identify the target
customers on the basis of which the revenue of company. This will direct marketing department
to make promotional strategies to attract such targeted customers in order to increase sales and
revenue of company. For example, Cadbury's product Bournville are more preferred by Kids to
buy thus make advertisement accordingly.
M2 Significance of inter-relationship between marketing and other functional unit
There are various department in an organisation which contributes maximum support in
achieving desired goals and objectives within pre-determined time period. Such department
includes HR Department, Production department, sales department etc. Marketing department
are not able work its several functions without getting adequate support from such departments.
For example, Marketing department influences the interest and buying behaviour of targeted
customers due to which the sales revenue of company are increased which is main target of sales
department (Gummesson and Grönroos, 2012).
D1 Critically evaluate the key element of marketing function
As per the Malhotra, Marketing functions are an important function which supports an
organisation in achieving desired goals and objectives. Distribution system, advertising,
promotion, finance and many others are helping Cadbury in achieving huge sales figure and
revenue of company. There are other elements as well which are briefly explained as below:
Research or investigation: In the Cadbury, it is important to conduct research on regular
basis in order to identify the changes in current market trends.
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Strategy or scheme: On the basis of information collected from research, the marketing
managers are able to make an appropriate strategies and plans so as to meet the customer's needs
and requirements.
Planning: It is essential for marketing manager of Cadbury to make suitable plans
regarding distribution channel, financial planning and forecasting of turnover. A proper
framework is made which directs employees to perform in a desired manner.
Tactics: It includes long as well as short term actions which are made with an objective
to fulfil the needs and requirements of target market. In this Cadbury offer different services to
the customers which includes discount, coupons and many more.
TASK 2
P3: Comparison of marketing mix applied by different companies
Marketing Mix: It is combination of 7P's which includes Product, price, place,
promotion, people, process and physical evidence. Such marketing mix assist company in
influencing interest and buying behaviour of targeted customers in more effective and efficient
manner (Hauer, 2011). Cadbury and Mars are two organisation which gives tough competition to
each other in competitive market world through applying marketing mix. It help an organisation
to improve their chocolates and variety of different products. Here are the some comparison
between 7P's of marketing mix of such two organisation:
Marketing Mix Cadbury Mars
Product Cadbury is more popular and
famous organisation across
worldwide. Its main products
includes Bournville, Dairy Milk
fruit & milk, Perk, Five star,
Oreo, Blackcurrant mini rolls
and other more. Such
confectionery items are easily
available in market due to which
demand of such product are
easily meet.
Mars also deals in selling
confectionery and chocolates
products. It has attained six main
segments of products such as
Wrigley, Drinks, Food, Petcare,
Symbioscience and chocolates. The
company offered 29 products in
chocolate brand such as snickers,
M&M'S, Dove, Twix candy and
other more.
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Price The price of Cadbury are fixed
due to having lots of targeted
loyal customers. The price of
Bournville products are high as
if compared with the price of
Eclairs, Perk and other products.
They set an average pricing
policies due to which the company
successfully attract large number of
customers. As deals in providing
multiple number of products due to
which pricing strategies are
different for different products.
This will help in retaining loyal
customers with company for longer
period of time.
Place Cadbury chocolates are
available across worldwide. The
company can supply to both
rural and urban areas. They
provide their products in over
250 countries .
The main headquarters of the
company in New Jersey, US. As
they distributed their products after
segmenting the market. It has
provided its products across
worldwide through using an
effective distribution channels.
Promotion Cadbury has adopted various
promotional tools such as online,
newspapers, posters, radio,
television and many other.
“Kuch meetha ho jaye” is such a
catchy tag line which attracts
lots of customers. Hiring
celebrities is also one of an
effective promotional technique.
There are various promotional tools
such as TV advertisement, social
media marketing etc. Mars has set
tag-line for their products like “a
day helps you work, play and rest”
which attracts maximum number of
targeted customers. There are an
attractive slogans, tag-lines which
build brand position in
marketplace.
People Cadbury is known for providing
quality. It requires adequate
support from employees.
The company has attained skilled
and knowledgable employees due
to which the company are able to
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Providing training and
development programs for their
workforce enable company to
provide quality products and
services.
charge an affordable prices on their
products and services.
Process Cadbury's products are easily
available in the market with the
help of distribution channels and
suppliers. Distributing products
to retail stores make easy for
customers to buy their products.
Supplying its products to
wholesalers, supermarket, small
retailers etc. facilitate targeted
customers to get company's
products and services. It help
company in increasing sales figure
and revenue.
Physical evidence Cadbury maintain and keep
record of income earned through
various states and countries
which direct the management to
make decision regarding
supplying products and services.
The products of Mars are available
at every stores due to which it can
be easily available for targeted
customers at an affordable prices.
M3 Evaluate different tactics chosen by Cadbury to achieve business objective
Marketing Mix includes seven elements consisting product, price, place, promotion,
process, people, physical evidence. With the help of using such tool, the marketing manager are
able to make an effective strategies and plans in order to achieve desired target. Promotion of
goods and services which influences interest and buying behaviour of targeted customers due to
which the sales figure and revenue of company are increased. Such promotion tools includes TV
advertisement, social media, pamphlets etc. which attracts large number of customers (Lamb,
Hair and McDaniel, 2011).
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TASK 3
P4: Marketing plan for Cadbury
Marketing plan:
It is essential for every organisation to make an effective marketing plan with an
objective of achieving desired goals and objectives. It is like a blueprint which directs the
employees to contribute their maximum efforts in execution of marketing plans so as to achieve
increase sales figure and revenue of company.
Background of Cadbury:
It was first established in 1824 by John Cadbury in UK and from then to now, it has
provided its multiple number of confectionery items across worldwide. There are over 71,675
workers who work for the company in achieving their desired goals and objectives (Lane, 2014)
(Malhotra, Birks and Wills, 2013).
Vision:
The vision statement of the Cadbury is is equitable society, peaceful and free from
favouritism and based on the values of social justices.
Mission:
The mission statement of the Cadbury is to provide promise to targeted customers
regarding offering high quality of confectionery items as the image and goodwill of company
depend upon the quality.
Objectives:
The main objective of the Cadbury is to attract different number of customers through
offering quality chocolates. There are several objectives of an organisation are briefly described
as below:
 Increasing sales figure and revenues.
 Achieve huge customer base through offering high quality products.
 Achieving loyalty of targeted customers.
SWOT Analysis
SWOT analysis is one of the effective aspects of interest analysis that would help an
organization to attain more results in near future time. Some of them effective element is discuss
underneath:
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Strength Weakness
 It is considered as one of the
top most brand in terms of
chocolate provider.
 Pricing strategies of various
chocolate items are imposed as
per the economical perception
of people.
 Most of the customer would
think that Cadbury would be
considered as one of the highly
repudiated brand in present
time.
 It has been seen that minimum
penetration of their business in
rural areas.
 Wide number of population
used to get impact from
diabetes and other crucial
diseases.
 Some instance of good recall
hampered overall goodwill of
the Cadbury brand value.
Opportunities Threat
 Most of the time company used
to introduced new brand of
their chocolate at the time of
any festival and certain
occasion.
 Increasing the demand of
chocolate in global market with
total of 30%.
 Diversification of various
items into associated food
areas.
 It can get affected to health
consciousness among
customers that can reduce
intake of various chocolates.
 Most of the associated
competitor those are already
present in the market such as
Amul and Nestle.
 Inflation can lead to cause
huge downfall in total sales of
products in the market.
Marketing strategies:
Cadbury should required to formulate marketing strategies with an aim of achieving huge
customer base through adopting various marketing tools and techniques such as advertisement,
social media, digital marketing etc. Such strategies are developed through applying Ans-off
matrix which consists of four elements which are given as below:
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Market Penetration: In this strategy, the company focuses on achieving growth with the
existing products in the exist market in which it is operated its business in order to achieve huge
market share. Therefore, Cadbury need to increase their supply of products to the countries
where the company are still providing their products (Wirtz, 2012).
Market development: In this strategy, the company need to achieve growth in new
market through selling existing products and services. Therefore, Cadbury need to reach their
products to other countries where their products fails to make their presence. This will help in
expanding business which makes positive impact on their revenue as well.
Product development: In this strategy, the company focusing on introducing new
products into existing market so as to increase sales figure and revenue. Cadbury need to engage
in providing Beverages so as to attain huge customer strength.
Diversification: In this strategy, the company focuses on diversifying their business
through introducing new products into new market segments. This will be difficult for company
to survive new market with new product but with the help of an effective marketing tools and
techniques, the new product of company in new market may get success.
Marketing objectives:
The main marketing objective of Cadbury is identify the needs and preferences of
targeted customers in market through conducting research and survey. It directs management to
make an effective decisions and suitable plans for the fulfilment of identified requirements of
targeted customers. It can be done through offering quality at an affordable prices.
Competitors analysis: Cadbury is a known and established company faces huge
competition in the competitive market due to having lots of rivals such as Nestle, Hershey's,
Mars and many more. Thus, this requires company to make changes in their pricing policies and
quality on regular basis (Functions of marketing, 2018).
Segmentation, Targeting, Positioning:
Segment Huge number of customers are there in market who would love
to buy chocolates for eating and gifting purposes.
Target Group Children and families are the targeted customers whose
preferences and interest influences the decision-making
process.
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Positioning Cadbury has attained brand image and reputation in
competitive market world.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 5000 5000 13000 9000 10000
Investment of
finance 12000 24000 30000 11000
Net Total 5000 17000 37000 39000 21000
Types of marketing
Promotion 3000 3000 3000 3000 3000
Advertisement or
publicity 5000 5000 5000 5000 5000
Direct selling 2000 2000 2000 2000 2000
Grand Total 10000 10000 10000 10000 10000
Controlling and monitoring:
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It is the last step of marketing plan in which the management of Cadbury manage and
monitor each step carefully in order to determine whether company are successfully achieved its
desired goals and objectives within given time frame or not.
M4: Produce detailed marketing plan for Cadbury
Marketing plan includes several steps which need to be executed in proper manner so as
to achieve company's desired goals and objectives. Such steps consists mission, vision, STP,
Internal and external analysis etc. For this, the support of employees are essentially required.
Such marketing plan contributes maximum in the growth and success of an organisation and
sustain in competitive market for longer period of time (Marketing Mix, 2018).
D2: Design marketing plan with the use of 7P's
7P's of marketing mix is an important part of marketing plan which contributes maximum
in increasing sales and revenue of company. Such 7P's includes products, price, place,
promotion, people, process and physical evidence. Such are briefly explained under the below:
7p's of Marketing Mix Cadbury
Product There are multiple number of products
offered by Cadbury such as Bournville,
Dairy milk fruit & milk, Perk, Five star,
Oreo, Brunch Hazelnut, Blackcurrant mini
rolls and many more.
Price The price of products offered by Cadbury is
fixed due to offering high quality. This, in
order to attract large number of customers it
is essential for an organisation to adopt an
effective pricing strategies for their products.
Place Cadbury's products are available at almost
every retail store of country due to which it
has already attained huge customer base.
Promotion Promotion easily attracts large number of
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customers through using different
promotional ways such as publicity, Tag-
line, poster and many other.
People It includes employees which are engaged in
selling and distributing its products to
targeted customers.
Process It is effective element which is apply all
business to produce their goods to the end
user in a systematic manner.
Distributing products to small retailers
makes easy for targeted customers to get
company's products.
Physical Evidence It is also significant part of the enterprise, in
this business entity provide healthy and
friendly work environment to the employees.
The company has provided healthy
environment at workplace due ton which the
employees give more efforts in producing
quality products.
CONCLUSION
It has been concluded from the above project report that marketing is an essential need of
an organisation which supports company in achieving desired goals and objectives within given
time frame. For this, the marketing department are liable to perform several marketing functions
such as promotional strategies, market research etc. It also required to get adequate support from
other departments as well which makes easy for marketing department to perform several
marketing functions.
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REFERENCES
Books and Journals
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Brown, S., McDonagh, P and Shultz II, C.J., 2013. A brand so bad it’s good: The paradoxical
place marketing of Belfast. Journal of Marketing Management. 29(11-12). pp.1251-
1276.
Burke, R. E. and Friedman, L. H., 2011. Essentials of management and leadership in public
health. Jones & Bartlett Publishers.
Dudu, O. F. and Agwu, M. E., 2014. A review of the effect of pricing strategies on the purchase
of consumer goods. International Journal of Research in Management, Science &
Technology. 2(2). pp.88-102.
Eslinger, T., 2014. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and
Design. John Wiley & Sons.
Wieser, P., 2012. Essentials of Logistics and Management, The Global Supply Chain (No.
EPFL-BOOK-197496). EPFL Press.
Gummesson, E and Grönroos, C., 2012. The emergence of the new service marketing: Nordic
School perspectives. Journal of Service Management. 23(4). pp.479-497.
Hauer, C., 2011. Marketing in the digital age. Editors' Bulletin. 7(3). pp.77-79.
Lamb, C. W., Hair, J. F and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lane, V., 2014. Measuring the Financial Value of Marketing Strategy with Excess Stock Market
Return. International Journal of Risk and Contingency Management (IJRCM), 3(4),
pp.1-16.
Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
Functions of marketing. 2018. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2018. [Online].
Availablethrough:<http://www.marketingteacher.com/marketing-mix/>.
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