Marketing Essentials

This report discusses the roles and responsibilities of marketing for Cadbury, including brand management and promotional strategies. It explores the 7Ps of marketing mix and provides a basic marketing plan for launching a new product. The report also highlights the challenges faced by Cadbury and its code of ethics.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Covered in PPT...........................................................................................................................3
Task 2...............................................................................................................................................3
P3 Steps used by an organisation for marketing mix (7Ps) to achieve business objectives :.....3
P4 For Cadbury a basic marketing plan is like...........................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

·INTRODUCTION
Marketing the very important component for operate a business. Marketing is a process
of story telling for promoting the good image of businesses, communicating, providing the
valuable offer to customer, investor and all societies (Jena, 2020). Marketing works as as link
between the business and the client which enhance their understanding about business future
perspective and products. Their are various type of marketing which will be discussed below. In
this report is going to be discussed in perspective of Cadbury. It is fast moving consumer goods
multi national confectioners company. Cadbury's headquarter is in Uxbridge, London, England.
Market roles and responsibilities and its function will going to be discussed. It is going to show
how cadbury operate in such a competitive market, what strategy it adopts to beat its competitor
and being profitable. What plan it develops for business to business and business to consumer.
·Task 1
·Covered in PPT
·Task 2
·P3 Steps used by an organisation for marketing mix (7Ps) to achieve business objectives :
Marketing mix is base level process where new era of marketing strategy and business
activities starts functioning. It has shown a marketing executive as “mixer of ingredients” which
include different concept, strategies, aspect and procedure. The Jerome McCarthy provided
marketing mix concept which are largely accepted (Andersen, Weisstein and Song, 2020).
ParticularCadburyNestleProductCadbury provide a large number of range for its product.
Cadbury does not show itself as chocolate producer it is also involved producing beverages and
desserts. Cadbury reduces risk involved in production by involvement in other sector with
significant percentage. In product strategy Cadbury involves product bifurcation
demographically, it means product are distributed according to countries. Cadbury have made
huge impact on industry by providing large number of product and rapaid on in the industry
(Kreutzer and Vousoghi, 2020).Nestle is also one of the leading company in the same industry.
Nestle lack at building innovative product which directly hit the profit of company. Due to
having low variety in market so Nestle fails to get significant volume from market. Nestle

though have good variety of product but in the the so fast moving world consumers choice also
changes very fast, on which Nestle can't able to take timely necessary action. With the rising
inflation many company did not innovate and Nestle is a example of it , while raw material
prices are increasing company have stopped the low margin product. PlaceCadbury has maintain
its brand name all over the world with more then 200 countries. Cadbury have large number of
distribution channel which help Cadbury to reach every where. Cadbury provide its product to
almost every country and serve to large customer base. The large customer base have helped the
them to grow more profit. Company have both large customer and profit which helped it grow at
rapid rate. Nestle has good image among competitors but Nestle lack at its reaching capacity of
customer base with considering other in competition. The distribution channels Nestle have
chosen are not that effective to reach customer base. On kind of process followed Nestle is not
the effective which directly the profit of company (Khan and Jan, 2019).PriceThe pricing
strategy which Cadbury follow is good because it follows all kind of product rage from low to
high. For example bournville serve to high income customer and other eclair, five star are
depend on the competitor pricing product. Cadbury also follows variety of product for prices
change accordingly to market situation. Cadbury provide the packed product for festive season
in attractive price which customer can easily afford. Other beverages and desserts are also priced
at keeping in mind the targetted customer. Fast moving consumer goods company have
potential of moving very fast in the such a dynamic world. Here almost daily preferences
changes and Nestle try to upbeat them in many context but the pricing strategies which are used
by Nestle aren't not enough because in regular change of raw material prices in high competitive
world Nestle can't able to find a chance of increasing prices. For this such reason company also
thinking to close its ice cream joint venture. PromotionCadbury have large number of option for
promoting itself. Cadbury promoting options are television, online platform, posters, newspaper
and many more. Company has made excellent effort to increase the reach of its product to
customer and delivered it through large distribution channels (Khan and Jan, 2019). Cadbury is
also focusing on its online presence and try to reach new customer base. Cadbury uses various
tag line like “Free the joy” for promoting its products which can attracts customer. Nestle is one
of the most recognised brand in the world in fast moving consumer sector. Due increase in the
price of raw material Nestle can't allocate exact amount of funds for promotion. Nestle have
confusion with more focusing on the rural population or the urban population. Nestle also

reduce the dependence on television promotion because children have moved away from TV.
Nestle is taking action but not enough in compare to Cadbury PhysicalCadbury takes
advantage of its physical evidence because of its existence in more then 200 countries and well
established in all. Cadbury get advantage of its brand logo is well attractive. The packing of
product consumer is getting from company, that is quality worth which make it a more trustable
brand among others. Cadbury maintain its online presence on all sort of promotional platform
with good quality of content. Nestle has found a new way of making its physical existence
more powerful by opening corner coffee shop with their logo of Nestle. Packaging plays an
important role in gaining trust of people. Nestle has carefully packed its with almost two to three
layer on each product which helps in deliver that product safely. Which ensure that the product
are Co-vid 19 free. PeoplePeople represent as they are directly or indirectly related to the
Cadbury. Cadbury's whole success is almost related to its employee. Their is contribution of
every employee in the success of company and Cadbury very well take care of its members
either by providing the incentive or organisation event for employee.Nestle focus on a standard
health culture which helps employees to work effectively. Nestle follow many safety measure to
maintain a hygiene level among employees. Nestle follow a code of ethics which make
employee detail confidential. Nestle also provide bonus and perquisites to employee which
makes it a little better then Cadbury at this point it (Afifi and Amini, 2019). ProcessCadbury
follows a standard process for disburse payment. The procedure for distribution are standard
which are follows by employee which helps in decreasing rigidity among other operation.
Cadbury knows that following of standard process are not enough to optimise resources and
work, So, Cadbury assess those process again and again to work effectively and efficiently.
Nestle also follow standard process for a series of action like disburse payment ,distribution
process and resolving the standard query. They are very well managed by Nestle. But When
there is a point on reassessing any situation so their there is lack of expertise which make Nestle
on a back foot.
l壱P4 For Cadbury a basic marketing plan is like.
Marketing plan is a part of business process. It is a blue print of what business is going to
do in near term (Kofi Preko, Agbanu and Feglo, 2020). A well written marketing plan is makes a
company way easy. It contains a list of action which a company have to perform in future. This

marketing plan show about the launching of new product which is chocolate roll. This product is
going to launch by Cadbury which is British multi national confectioners, head quarter in united
kingdom. This plan is going to follow SOSTAC ( Situational, Objectives, Strategies, Tactics,
Action and Control) framework which will show possible future outcome by following . What
strategy should followed by Cadbury.
Situation Analysis :
Cadbury is well established company operating all around the world with good numbers
in sales. World is getting so dynamic and preference of consumer is changing on a daily basis.
Cadbury is looking launch a new product with a name of “Roll On” which is a chocolate roll
currently their is no such product currently available in the market at low prices. Cadbury is
going to leverage is operating assets and the market attractiveness for launch the product.
Objectives :
Cadbury has already have large customer base all around the world but company will be
able to retain approximate 5% more customer and more satisfied then before. The launch of
new product will going to increase the foot fall in the store and interaction with customer will
also be increased which will help in getting the better feedback from the customer. The launch of
new product is expected to get sales up by 5% within a year of its launch (Afifi and Amini,
2019).
Strategy :
For stragy Cadbury is going to follow the STP (Segmentation, Targetting and Positioning)
frameworks.
Segmentation :-
The products which going to be launched by Cadbury that have demographic
segmentation like this age group between 13-21 holds 45% 20 to 32 hold 25% , 33- 45 hold 20%
and above 45 holds 10%. The pricing strategies will be followed is low pricing strategy so it can
be afforded by anyone. Gender segmentation can't be possible for chocolate because it is liked
by everyone. Behavioural segmentation : Decision making role is played by children and
youngster for buying but low cost strategy make it easier for buying. Their is no need of
occasion for having chocolate Roll.
Targetting :-

Cadbury can target all the student section, faimily section,youth and middle age with
same type of advertisement just by launching a new product. The main way of targeting new
customer will be through Instagram and Facebook because youth spend a lot of timing over there
and hold significant amount of percentage in section. This product can also target when
customer is happy or sad.
Positioning :-
Cadbury's can be synonym for wafers and chocolate. For the initial stage it can be shown
as for special moments or for greeting someone. A tag line can also be use for it.
Tactics :-
For tactics Cadbury will going to use 4Ps of marketing mix.
Products :
Cadbury's new products is a chocolate roll with a name of “Roll On” which is neither like
completely a chocolate and nor completely wafers. It is a unique product among its others. It is
going to be one of the leading product.
Price:
Cadbury's product follows a low price strategies which makes it available to all others
segment. This packaging for the product will be heavy in looking so product looks good (Aji,
Nadhila and Sanny, 2020).
Place:-
Cadbury operation is spread all over the world. Cadbury have large number of
distribution channel which helps in distributing their products. So. While introducing the new
products into the market then it will help a lot to reach large customer base.
Promotion:-
Cadbury handle many online platform like facebook, instagram for promotion which
helps in prompting the product. The skilled work force Cadbury have will help a new product
reach high level.
Action:-
To help achieve the objective of Cadbury will align its employees with a goal of
increasing sales for the product. Some training session will be organised by the company to
enhance the skills for the employees. Organising the small event to take feedback from
customers about the product (Shen, and de la Garza, 2019). To enhance the capacity for the

production certain measure will be taken. Additional workforce will be added to increasing the
sales and smooth functioning of business. Proper measure regarding poster and advertisement
will be taken to increase the reach of the product among customer,. Many small scheme will be
launched associated with the new product like buy one get one or discount on the current price.
Attractive packing will attached with product to enhance the quality of the product. While
increase in the level of hygiene and product should be promoted as it is covid -19 free and get
satanised while distributing to retailer.
Control:-
While maintaining the all of the above task Cadbury should look after every task. Senior
executive evaluate every feedback from customer and proper action should be taken. The results
arriving from campaign and online promotion will analysed by the management and necessary
action should be taken to reduce those uncertain events. The issue coming through customer care
should be resolved immediately. If significant growth is seen from campaign and promotion then
that should again happen after a period of time. The frequency at which the management is
taking report that also be reduced and be more precise on data. Survey also happen which assure
that customers are satisfied (Goudemand and et. al., 2020).
·CONCLUSION
The above reports concludes about marketing, discusses its about roles and
responsibilities for the marketing of Cadbury. The way it maintain its relation with its peers,
manages brand and monitor its promotional way to increase sales. Cadbury follows some code of
ethics which are mentioned above. Cadbury faces some problem among its department. Strategy
of marketing mix is also mention with 7Ps which are followed by Cadbury. Later it talks about a
basic marketing plan for Cadbury how it should approach if their a launch of new product in the
market.

·REFERENCES
Books and Journals
Afifi, I. and Amini, A., 2019. Factors Affect to Relationship Marketing for Creating Customer
Loyalty in Hospital Services Business. ASEAN Marketing Journal. pp.91-108.
Aji, P., Nadhila, V. and Sanny, L., 2020. Effect of social media marketing on Instagram towards
purchase intention: Evidence from Indonesia’s ready-to-drink tea
industry. International Journal of Data and Network Science. 4(2). pp.91-104.
Andersen, P., Weisstein, F. L. and Song, L., 2020. Consumer response to marketing channels: A
demand-based approach. Journal of Marketing Channels. 26(1). pp.43-59.
Goudemand, J. and et. al., 2020. Management of von Willebrand disease with a factor VIII-poor
von Willebrand factor concentrate: Results from a prospective observational post-
marketing study. Journal of Thrombosis and Haemostasis. 18(8). p.1922.
Jena, B. N., 2020. Effective marketing tool for the marketing professionals in healthcare
organization: The 4 ‘S’model. International Journal of Healthcare Management. 13(3).
pp.201-206.
Khan, M. F. and Jan, A., 2019. A measure of social media marketing: scale development and
validation. Jindal Journal of Business Research. 8(2). pp.158-168.
Kofi Preko, A. D., Agbanu, S. K. and Feglo, M., 2020. Political marketing strategy: soundbites
and voting behaviour in contemporary Ghana. Journal of African Business. 21(3).
pp.375-394.
Kreutzer, R. T. and Vousoghi, D. S., 2020. Voice-Marketing: Der Siegeszug der digitalen
Assistenten. Springer-Verlag.