Cadbury's Marketing Strategy and Product Launch

This assignment provides an in-depth analysis of Cadbury's marketing strategy for launching a new chocolate product. The company aims to expand its business and acquire higher market share by introducing a new and modified chocolate that caters to the diet and health-conscious customers. The product launch is a crucial step for the company, as it will help to create awareness among the target audience and increase sales volume. The assignment also discusses the importance of marketing function in creating awareness about products and services in the marketplace.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Specific roles and responsibilities of the marketing function of Cadbury company.............1
P2. Interrelationship of marketing unit with different department of organisations....................2
TASK 2............................................................................................................................................4
P3. Comparison between the marketing mix of two organisations.............................................4
TASK 3............................................................................................................................................6
P4 Marketing plan of Cadbury organization................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Marketing refers to the place where the buyers and seller comes in contact with each
other. Specific role of marketing function is to create awareness about the goods and services so
as to attract large number of customers in order to generate revenue (albright, 2014). This project
takes into consideration Cadbury company, it is one of the British confectionery organization
with its headquarter in United Kingdom. This present assignment gives the brief analysis about
the roles and responsibilities of the marketing function in a particular administration. In addition
to this it also gives the brief about the relationship that the marketing function have with other
functional department of an organization. Lastly, in respect of marketing mix, comparison has
been done of cad bury company with its competitors organization.
TASK 1
P1. Specific roles and responsibilities of the marketing function of Cadbury company
Marketing refers to the techniques for boosting and marketing of products and services to
the final consumers in order to accomplish maximum profitability for an organization. Main goal
of marketing function is to influence target market so that they can purchase goods or services.
Step by step procedure need to be followed by the marketing function in order to achieve given
target of an organization and which consists of four steps:
 Firstly, the marketing function should make an analysis of the opportunity which is
present in market by assessing the need and preferences of customers (Aschengrau and
Seage, 2013).
 Secondly, after analysing the market, marketing function of Cadbury company should
step to select target market customers so as to offer quality services to final customers.
 In order to promote goods and services effectively to the end customers next step which
the marketing function of Cadbury company should follow is to make proper marketing
strategies so as to influence and attract more number of customers towards their goods
and services. Thus, it will help in increasing the productivity level of an organization.
 Lastly, the marketing function of Cadbury company should execute and implement the
plan and strategies so as to promote product to the final consumers.
Marketing plays a necessary role in influencing the customers so that they get attracted to
purchase goods and services of an organization. In addition to this, it refers to the accumulation
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of numerous functional activities which render support in order to market productto the
customers as per their needs and preferences. These activities help identifying the need and taste
of customers. Moreover, it also helps in analysing the future demand of the customers and about
the changes that might takes place in respect of their needs and preferences. Specific function
and responsibilities of marketing function of Cadbury company are as follows:
Financing: -It refers to the techniques which helps in carrying out business efficiently by
providing support of funds, without which company cannot achieve its successful growth.
Moreover, it also helps to make fund available when there is the requirement of executing
marketing activities. Marketing function of Cadbury should prepare budget statement so that it
will be helpful for financial manager in estimating the capital required to perform different
operational activities in in the company (Baker, 2014).
Promotion: - It is defined as the set of activities which are performed so as to attract and retain
customers in order to increase the productivity level of an organization. Moreover, this function
specifies the major role of marketing function is to render proper information about its goods or
services offered to target market customers. Thus, it will help in influencing customers so that
they get attracted and get to purchase product or services of an organization. Marketing function
of Cadbury perform various other promotional activities like through sales promotion,
advertisement etc.
Distribution and Selling: - Distribution and selling are regarded as complementary services as it
helps the marketing function in creating awareness which helps in increasing sales revenue for
the organization. In addition to this marketing function of Cadbury company role is to ensure that
company's goods and services are made available to customer as per their needs and preferences.
Moreover, marketing function of Cadbury should also focus on holding up their stock so that
whenever the demand exist it can be made available to their distributors and final customers.
P2. Interrelationship of marketing unit with different department of organisations
Marketing refer to the process of activity which are performed in order to influence and
attract customers towards their goods and services. Marketing function of Cadbury company
perform various activities which includes advertisement, promoting selling and delivering the
goods to end consumers. Marketing function plays a prime role in accomplishing the successful
growth of an organization in market place. Moreover, it also helps in creating awareness about
the goods and services to target marketplace. In addition to this, these activities cannot be
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performed solely as all the functional department have the interrelationship with each one
another. Some of the points given below describes about the interrelationship of other functional
department with the marketing function of Cadbury: Finance and Marketing department- Chief role of finance department is to control, audit
and plan about the company's monetary capital requirement. Its the prime responsibility
of financial manager to examine the needs of funds that are required to perform various
activities of marketing in an effective and efficient manner (Brooks and Simkin, 2012).
In addition, this, marketing function perform several promotional activities for which
there will be the requirement of large quantity of monetary fund. So, its the prime
responsibility of marketing function of Cdbury company to convey the marketing plan
information to the finance department so that if there arises any need of funds they can
render to the marketing functional department. Thus, it helps the marketing function in
accumulating sufficient amount of funds on period of time so that the company can
perform their tasks effectively and efficiently. Production and Marketing department- Its the production department who render goods
and services to the marketing department in order to sell goods to the final customers. So
there should be proper communication between marketing and production department as
they both are interlinked with one another. Marketing department alone cannot perform
its activities with the help of production department. Marketing and human resource department- Its the chief responsibility of Human
resource department to appoint and select the best candidate at the right time for the right
job so as to accomplish organisational aims and goals effectively and efficiently
(Caragher, 2016). So, it is very important for marketing function communicate with
human resources department so as to generate high skilled and capable workforce which
will help in contributing in accomplishment of successful growth of the company.
Marketing function of Cadbury communicate to the human resource department about the
vacancy available in their department. Thus, the HR manager of Cadbury company will
can recruit candidates for the marketing department who can contribute toward increasing
revenue generation for the company. Thus, it can be said that there is the direct
interrelationship between the marketing and human resource department of Cadbury
company so as to accomplish organizational goal on specified time period.
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 Marketing and Research & Development department: - Its the prime responsibility of
the research department to make an analysis and to identify the changes that are taking
place in the needs and preferences of the customers. In addition to this R&D department
should also make an analysis about the strategies and policies that the competitors are
adopting in order to attract and influence customers. After analysing the marketing
research, R&D department must communicate all the information gathered to the
marketing department so that marketing department further can convey information to the
production department. Thus it will help the Cadbury company to make atrategies
accordingly so that they can attract more number of customers and can achieve
competitive advantage in the marketplace. (Illing and Anders, 2016).
Thus, overall it can be concluded that all the department of Cadbury company are interlinked
with each other. So there should be proper co-ordination and communication among the
members of each department function in order to achieve successful growth in the market place.
TASK 2
P3. Comparison between the marketing mix of two organisations
Marketing mix refers to the four different elements of an organisation that helps to increase
sales and profits by establishing a good market image. Earlier there were four elements that are
product, price, place and promotion and then four different models are introduced that are
people, process and physical evidence. All of them depicts the actual position of the company.
Comparison of 7Ps of Cadbury with Sainsbury’s as follows:
Marketing
mix
Cadbury Sainsbury’s
Product Cadbury is offering chocolates to the
customers according to their
preferences and needs. It is mainly
known for its good quality chocolate
and it ahs acquired larger market share
by providing best quality products to
its customers. It helps the organisation
to attract large number of customers
Sainsbury’s is offering different range
of products to its customers so that it
may retain them. All of them are of
good quality and according to the
preference and demand of the market.
The company is able to attain all its
goals with the help of products that are
offered to its customers as it helps to
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by offering them such products that
are produced according to their
demand (Khan and Adil, 2013).
enhance sales and increase profitability.
Price Price that are set by Cadbury for its
chocolates if appropriate and
organisation is also offering products
to different segments of customers
who are from different markets.
Organisation is using premium pricing
strategy for the products as it helps to
provide qualitative products to the
customers.
Market penetration pricing strategy is
used by Sainsbury’s as it offers good
quality products on lower prices for the
purpose of acquiring large market share.
All the offered products are provided on
lower prices so that all type of
customers may afford them and
organisation may expand its business on
different locations.
Place It is essential for organisations to
choose such place for the business
which is easy to access to the
customers. As Cadbury is a famous
brand of chocolates and providing
products all around the world that help
it to be on the top of its industry.
Place can be defined as the location
where the organisation in executing
business activities. The location of
Sainsbury is easy to reach for the
customer and they are able to access it
easily.
Promotion For all the organisations it is very
important to use effective promotional
activities in order to aware customers
about their products and to increase
sales. Cadbury is using good
marketing techniques that help it to
enhance its profits and sales and lead
toward success.
Sainsbury’s is using effective
promotional activities so that the
business can be expanded. The
company provides different types of
vouchers to its customers that can be
redeemed by them on their next
purchase (Kladou and et. al., 2016).
Process It refers to the procedure which is used
by the company to deliver its products
to the market and its customers. It is
essential for Cadbury to use effective
Effective process is used by Sainsbury’s
while delivering goods to the customers
it helps to establish a good market
image and also help to attract more and
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processes so that it may help to
acquire large market share.
Organisation is using appropriate
methods for the delivery of its
products.
more customers.
People The employees of Cadbury are mainly
concerned with the marketing
processes and organisation is
providing appropriate trainings to its
employees so that they may perform
all their activities effectively and fulfil
requirements of the customers and also
resolve all their issues (Larson and
Drape, 2015).
Employees of Sainsbury’s are trained
and skilled as the organisation only hire
well educated and skilled employees
who are able to face challenges. The
employees of the company have to deal
with customers face to face and also
have to resolve their queries regarding
the products.
Physical
evidence
It refers to the image of the
organisation in market which is
evaluated by the customers before
buying any product. Market image of
Cadbury is very good which is
because of good quality products that
are offered by the company to the
customers. For example, Cadbury is a
famous brand of chocolate which is
used all around the world, this a
physical evidence for the existence of
the company.
Sainsbury’s is a leading supermarket all
around the world which is physical
evidence of the company and it ahs
good market image as the organisation
is supplying good quality products on
lower prices to the community.
All the above mentioned elements help an organisation to evaluate its effectiveness and
performance that are result of all the efforts. It is very important to analyse all the elements so
that actual situation of the company can be determined.
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TASK 3
P4 Marketing plan of Cadbury organization
Marketing plan: It is the detailed plan in which all the future information is recorded by the
marketers of an organisation or the purpose of acquiring larger market share (Schlenker and
Roth, 2013). Cadbury is willing to launch a new product in the market which is a diet chocolate
and mainly made for the health conscious customers. A detailed marketing plan for the company
is as follows:
Overview of the company:
Vision: Vision of the company is to expand its business all around the world by retaining all its
old customers and targeting prospect customers.
Mission: Cadbury is working for the achievement of long term sustainability which is possible
with the support of its customers (Mueller and et. al., 2015).
SWOT analysis: It refers to the identification of strengths, weaknesses, opportunities and threats
for a business entity. A SWOT analysis helps to analyse all the current and future situations of an
company. A detailed SWOT analysis of Cadbury is as follows:
Strengths Weaknesses
 Organisation is having a good market
image that helps to operate the business
activities effectively.
 A good brand image and equity has
been maintained by Cadbury that helps
to enhance the number of brand loyal
customers.
 Good promotional activities are used by
the company that helps to aware
customers about the products that are
offered by the organisation.
 Effective distribution strategies are
used by the organisation in order to
enhance its productivity and
profitability with the help of proper
 The price of the products that are
offered by the company is very high
which cannot be afforded by customers
who are living in rural areas.
 Another weakness of the company is
that there is news of that cockroaches
are found in the chocolate which as
affected the sales of the company for a
long period.
 A few illustrations of merchandise
recall hindered Cadbury’s market and
brand image.
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execution of all the business related
activities.
Opportunities Threats
 Introduction of the new and modified
chocolate may help the organisation to
acquire higher market share by offering
good quality chocolate.
 The organisation can increase its reach
to the rural market and introduce a
lower priced chocolate that may be
bought by the rural society.
 Customers are becoming health
conscious and they do not prefer to
have chocolate as it harm the health.
 These is possibility of increasing the
cost of material as inflation rates may
vary any time (Proctor, 2014).
Objective: Main objective of this new launch of the company is to expand the business and to
acquire higher market share so that the profitability can be enhanced.
STP: It includes three different elements that are segmenting, targeting and positioning. All
these stages are followed by Cadbury in order to achieve all the organisational goals that may
help to attain long term sustainability (STP Model, 2018). All the stages are explained below:
 Segmenting: In this step the organisation chooses the target segment where the product
is going to be launched for testing and also to analyse the reaction of the customers about
the products. As Cadbury is willing to launch a new chocolate in the market than it is
essential for the organisation to choose the segment correctly to introduce the chocolate
in the market.
 Targeting: In this step a target market is being selected from the segment. For Cadbury
the diet and health conscious customers are target customers and the product is mainly
going to be launched for them. This will help the organisation to expand its business and
increase the number of its customers.
 Positioning: The last stage is positioning in which the product is launched in the market
and organisation tries to position the product in the mind of customers (Rudden, 2016).
All the above mentioned steps are mainly used by the company to launch the product
successfully in the market. It helps to aware customers about the product and to expand the
business in various locations.
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CONCLUSION
Overall from the above project it can be concluded that without marketing function an
organization cannot exist in the marketplace. Major purpose of Marketing Function is to
creating awareness product and services in marketplace so as to increase the sales volume of an
organization. But marketing function of the company cannot perform its task solely they must
communicate with other departments of administration so as to achieve positive outcome. Lastly
it can be said that the company should focus on each department whether they are working
according to the policy and norms of the company or not. Thus, it will help in rectifying the
changes that need done if any issues or problems arises so as to accomplish organizational aims
and objectives on as specified time period.
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REFERENCES
Books & Journals:
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