Comparison of Marketing Mix: Cadbury vs Nestle

This report compares the marketing mix implementation of Cadbury and Nestle, two well-known international organizations. It discusses their strategies for product, price, promotion, and place, highlighting their approaches to attract and satisfy customers.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing function and its roles and responsibilities........................................................3
P2 Responsibilities and roles of marketing function with other functional unit of an
organisation............................................................................................................................6
TASK 2............................................................................................................................................8
P3 Comparison between different ways of organisation to implement marketing mix.........8
TASK 3..........................................................................................................................................11
P4 Formulation of marketing plan........................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
The term marketing is formulated with various aspects that undertake set of activities,
process and operations that are used for satisfying needs and wants of customers. Almost all
Business organisation utilise the term marketing for promoting and advertising organisation
products with implement of right marketing channel. The main motive of marketing is to
approach large number of individuals and influence them for purchase of organisational product
or service. This report is composed from point view of Cadbury which manage and control their
operational and functional activity from UK (Alford and Page, 2015). In the present scenario,
Cadbury is a multi-national confectionery organisation and its headquarters is situated in
London, England. Moreover, this report highlights on role and responsibilities of the marketing
function and its relations with organisational context. Comparison between marketing mix of two
organisation will also be included in this report. In the last, evaluation of marketing plan is
focused in the upcoming report.
TASK 1
P1 Marketing function and its roles and responsibilities
Marketing function is defined as a role that helps organisation for identifying and source
potential products that make a success in the market through promoting organisation products in
the organisation. In context of Cadbury, marketing is an important function part for management
because it helps organisation to sustain for longer period in competitive market. Along with this
the term marketing evolves effective philosophy which helps to understand consumer needs and
wants so it is for organisation to formulae right decisions in order to gain competitive edge in
international market. Some concept that support marketing activities are mention as below:
 Production concept- With the analyses of production concept, organisation develop
products in bulk to that fulfil demand of large customers (Barrales‐Molina and et. al.,
2014). From the perspective of Cadbury production concept is used by organisation in
marketing to control cost of all products that attracts more number of customers.

 Product concept- According to the concept of product it is implemented by organisation
for accomplishing better position in market through innovating its products that match
with needs and wants of customers. From perspective of Cadbury, product concept helps
to add more value in organisational products.
 Marketing concept- This is one of the most appropriate and current concept that is used
by each and every organisation because it helps management to decided organisational
goals and objectives that match with needs and wants of customers. Therefore, it is easy
for Cadbury to achieve company goals and satisfy customer’s needs at similar time
period (Bharucha, 2016).
 Selling concept- In all marketing concept, selling concept is one of the most complex
function that is not easy for organisation to implement. Cadbury, also face various
challenges to work according to selling concept as marketing team bear large expenses
to work with concept of selling.
 Societal marketing concept- The term marketing concept defines an effective
organisation develop its strategy which provides appropriate value to its customers. So
the society as well as organisation both are benefited through implement of societal
marketing concept.
Roles of a marketing function
In the current world, the role of marketing in an organisation plays an important role
either it is large or small. This refers with the support of globalisation all business are performing
their operations at a similar platform so to capture more market it is essential for management to
enhance role of marketing. Example- Marketing team help Cadbury to analyse needs of
customers and match them with organisational products. Some roles of marketing are mention as
follow:
 Defining and managing the brand- It involves to transfer information that demonstrate
what an organisation stand for through providing knowledge about product offering in
market. From the point view of respective organisation marketing helps management to
develop better interaction with its stakeholders (Burns, Bush and Sinha, 2014). This
results all work is completed in proper manner by support of transferring information
which also fulfil needs and wants of customers in proper manner. Example- Cadbury

manage its brand value in market by generating positive perception among customer
about organisational products and services with help of celebrity endorsement.
 To identify potential market- The main motive of each organisation is to increase their
profits by enhancing the sale of company products and services. Therefore, with the help
of marketing Cadbury identify its potential target market for improve the sale of
organisational products and services (Chang, Yu and Lu, 2015). Along with this by
targeting the right market area goodwill for organisation is also improved because
organisation products satisfies needs and wants of customers in proper manner. So with
the role of implementing and understanding potential market it is easy for management
to improve goodwill, customer satisfaction and profits which leads Cadbury to achieve
top position in market.
Responsibilities of marketing function
 Develop of marketing strategy- To accomplish organisation objectives and targets the
marketing strategy plays an important role that benefits organisation to attract more
number of customers. It is the responsibility of marketing department or function to
achieve essential sales which help to earn required revenue to cover operational cost.
Moreover, if Cadbury fails to formulate right marketing strategy which satisfy needs and
wants of customers properly then it is not possible to operate functions in international
market. Example- Organisation strategy of Cadbury leads management to earn more
profits by taking first mover advantage to accomplish market opportunity.
 To track trends and monitor competition- This is one of most important responsibility
for organisation that helps to monitor rivals steps. In simple terms, it states that Cadbury
are facing various challenges because of intense competition in organisation. Therefore,
by monitoring competition with help of marketing function Cadbury accomplish better
position in the market. Similarly, marketing team also analyse various trends in market
and industry (Dahnil and et. al., 2014). This helps production department to formulate
their products which are trending in market and it satisfies needs and wants of customers
properly.
 Identify and understand customer needs- Customers are one of the most important
asset for organisation. On the other side, marketing is an important function for
organisation so it is the responsibility of marketing team that they understand needs and

wants of customer’s for satisfying them in an accurate manner. This results it also
identify by management to accomplish better position in market and it also improves
market area with satisfying needs and wants of customers properly. Along with this if
marketing team is not able to identify customer area than business also fail as customer
needs are not satisfied.
Overview of marketing process
Marketing process is defined to the system of dissecting various open doors inside
market, choosing proper objective market, creating of market blend and overseeing advertising
endeavors (Deepak and Jeyakumar, 2019). It is fundamental for the director in Cadbury to
distinguish the accessible open doors in advertise so they can be utilized in the kindness of
organization to gain high incomes. By focusing on right clients and offering them wanted items,
incomes of organization can be improved extensively. Advertising blend and promoting
techniques will help firm in recognizing their market position with the goal that upper hand over
opponents can be accomplished appropriately.
P2 Responsibilities and roles of marketing function with other functional unit of an organisation
This is important for organisation to accomplish organisational target within decided time
period. But it is not possible that an individual department such as marketing accomplish all task
and objectives. In order to achieve all targets in an efficient manner this is important for
organisation for formulating better collaboration between all departments. This result it is easy
for Cadbury to accomplish better position in market by performing all operations and functions
properly. This also generates inter-relation between marketing and all other departments of
Cadbury to achieve company targets in minimum time period.
 Marketing and HR department- Human resource recruits workforce or employees for
each department that perform roles to accomplish better position in market through
performing their work according to company goals and objectives. It refers that to
accomplish better position in market it is essential for management to advertise and
achieve efficiency to work in proper manner (Fischinger and et. al., 2015). Marketing
departments requires large number of workforce so with interacting human resource
department it is easy for marketing department to recruit skilled employees for
performing organisational projects. Example- marketing department share information of

vacant seats with human resource manager and then HR department understand required
skill which must in an individual to fill vacant position.
 Finance and marketing department- The main work of finance department is to
allocate and decide budget for each organisational activity. It also helps management to
understand revenue and expense that are required by each department. From point of
Cadbury marketing department decide budget for each role such as research on
customers, advertisement of products, distribution of sample etc. So finance department
calculate budget which is required by marketing team. Moreover, if both departments not
interact with each other than it is not possible to achieve right results as it is also
necessary that marketing department calculate return on investment in order to calculate
net profits (Freeman and et. al., 2014).
 Sale and marketing department- Marketing department perform their role and
understand needs and wants of customers for designing organisational products according
to current market trends. In order to collect information to understand customer need it is
essential that marketing team interact with sales department because sale force
individuals interact with customers on regular basis. Cadbury marketing department
conduct regular meetings with sale force of organisation for acknowledging and
understanding of customer knowledge to use them in proper manner. Example- Sales
force of Cadbury interacts with consumers for taking feedback about organisation
product and use them to improve value of company products.
Value and importance of marketing role in context with organisation
Marketing play a significant job in the working of a business association. This is a key
method of advancing, selling or looking into about the administrations or items which are
profoundly popular. With the assistance of suitable advertising, consideration of clients can be
picked up in a legitimate way. Because of this, Cadbury will have the option to offer just those
items which will be required by clients. In light of the exercises performed by showcasing
division, organization will have the option to fulfill the wants and needs of clients in an
opportune period (Hannah and et. al., 2014). This will benefits Cadbury in expanded deals
because of which they will have the option to achieve their targets and objectives in an
appropriate way. In the event that showcasing office won't publicize and advance the items
which are offered by Cadbury, at that point clients won't have the option to think about them.

Because of this, they will purchase items from different brands and organizations. This will
diminish the deals and incomes of organization in a negative way.
Interrelationship between different departments and teams of organisation
So as to accomplish objectives and focuses of Cadbury in an appropriate way, it is
significant for various branches of organization to work in a planned way. Interrelation among
various capacities will guarantee suitable connection and correspondence among workers
because of which generally efficiency of organization will increment in an impressive way
(Iacobucci and et. al., 2015). Interrelation among different units of Cadbury will help the
supervisor of various division particularly showcasing chief to actualize approaches in a
legitimate way. Because of which various assignments of organization will be performed
appropriately. On the off chance that various offices in Cadbury, for example, advertising, deals,
account, HR, creation office won't impart appropriately, blunder of work can occur. Because of
this, organization will affected in a negative way and deals, pieces of the pie and incomes of firm
will be diminished. This will goes about as a boundary for Cadbury in accomplishing upper hand
over adversaries in an appropriate way.
TASK 2
P3 Comparison between different ways of organisation to implement marketing mix
Marketing is defined as an effective business tool that includes different set of tactics and
actions which is used by an organisation in order to sale organisational product and services
within large quantity. This work as an effective element which is used for satisfying
organisational products and services in proper manner for evaluating organisational performance
in the market properly. From the point view of Cadbury marketing mix implementation and its
comparison with Nestle marketing mix is mention as below:

Figure 1Source(https://www.smartinsights.com/marketing-planning/marketing-models/how-to-
use-the-7ps-marketing-mix/)
Basis Cadbury Nestle
Product Cadbury is operating there
business from the UK and it is
one of the well-known
organisation that satisfies need
of customers with help of
large product line. All
organisational product of
Cadbury are developed
according to season which
also provides large target
market area.
Nestle is performing its
operations among
international market that also
maintain goodwill of
organisation as a Swiss
company in overall market.
Further, to attract more
number of customers large
variety of products is provided
by management to satisfies
needs of customer properly.
Price Cadbury is using price
penetration strategy to enter
into new markets. Along with
this to decide right price for
products management focus
On the other side, Price
skimming strategy is used by
Nestle for introducing
products in new market.
Along with this price charged

on quality of products. So
customer’s are motivated to
consume Cadbury products.
by Nestle for its products its
premium as company decide
price according to its
goodwill.
Place In the present scenario,
organisation is operating its
business at global level and it
cover all most all urban and
rural areas for offering
organisational products. So it
is easy for customer to buy
Cadbury products.
However, Nestle is also
offering their products in
international market. But it is
complex for management to
offer and deliver its products
in rural which generates
challenge for organisation to
sale products in new market.
Promotion Celebrity endorsement is one
of the key aspects that leads
organisation to advertise
company products properly. It
refers that organisation select
social media aspect to
influence customers for
purchase its products.
On the other side, Nestle is
promoting company products
with print and digital media to
motivate consumers for
buying organisational
products. along with this with
aggressive style promotion
methods Nestle introduce its
new products.
Process There are various process used
by Cadbury in order to deliver
organisational products to
customers properly. Cadbury
store its products at their
warehouse which all are
situated at prime location.
Further, the process used by
Nestle is efficient.
Management divide its market
on organisational basis for
satisfying needs and wants of
customer properly. Retailers
are the most important part of
supply chain and process of
organisation.
People Employees are one of the most Nestle treat its employees with

important asset of organisation
that helps management to
achieve company objectives
and goals properly
(Kingsnorth, 2019). Cadbury
organise regular seminars and
workshops for its employees
in order to enhance their
knowledge about organisation
products.
in effective manner through
providing them right training
and development classes
which enhance customer
satisfaction level. In return to
this employees are provided
high monetary benefits to
deliver its best performance.
Physical evidence One of the most important
effective and attractive aspect
of Cadbury physical evidence
is company Head-office from
where organisation manage its
all products.
With aspect of Nestle physical
evidence which is used by
organisation relates with
organisational website and
their advertisement on social
media.
The aspect of marketing mix leads Cadbury to understand it’s current position within
market. In order to improve market area and customer base it is essential for management to
understand marketing mix of organisation. Moreover, with understand of marketing needs it is
identified that bundle pricing helps management to offer company products as discount rates.
Along with this Cadbury also ensure that all of its products are present at each outlet whether it is
a retail store, mall or supermarket. Along with strong and supportive promotional methods also
leads organisation to become popular in market due to which it is easy to all customers by
covering large market area (Järvinen and Taiminen, 2016).
TASK 3
P4 Formulation of marketing plan
The term marketing plan can be defined as one of the most effective plan that conducts all
operational and functional actions and activities in a formal way. It benefits the organisation for
identifying its target market area and design organisational products according to current market

requirements to attain better profits from invested amount. Along with this Cadbury also support
all of its activities through performing them properly as per right strategy market. This also help
company for positioning organisational products as per existing market condition through
utilising various model such as marketing mix, STP and many more (McDonald and Wilson,
2016). Moreover, plan helps the management of Cadbury to design bridge between current
position and desired position.
Executive Summary
Cadbury is one of British brand which is well-recognised for their confectionery
products. Mondelez international operates and manage all functions and operations of Cadbury
from London Based Headquarter. According to present market conditions, Cadbury is operating
develop a strong supply chain that helps to operate business in rural as well urban area in an
appropriate manner. Dairy milk, Bournville etc. are some of the most famous chocolates that are
manufactured and delivered by Cadbury. With the increase in competition company is focused to
introduce and offer sugar-free chocolate which helps to capture first mover advantage in industry
by launching healthy chocolates.
SWOT Analysis
SWOT refers to a strategic tool that leads Cadbury to identify and understand its
strengths, opportunities and weakness, threat which helps company for improve is strategy and
give tough competition to rival organisation (Mihart, 2012).
Strength
 Cadbury is a renowned and leading
brand in terms of chocolates through
wide presence of its distribution
channel.
 The brand loyalty of the customer
towards Cadbury is high. So large
customer base is another strength for
organisation (Nicholls and et. al.,
2013).
Weakness
 Organisation is not concern about
launching new products that generates
challenge to increase market share.
 In some areas, the product quality of
products is not similar and match with
quality standards which also work as a
weak point for organisation.
Opportunities
 Company has opportunities to establish
Threats
 Due to intense competition the cost for

its manufacturing units in developing
countries. So it is easy to control cost of
organisation. which work as an
effective opportunity for organisation.
 With the increase in online presence of
organisation it is easy for management
to approach large number of customers
with low cost.
final products of organisation because
good quality products require numerous
ingredients that are expensive.
 Mars, Nestle and other local brand are
improving its product quality due to
which it is more complex to sustain in
market effectively.
Objective
Business objective leads an organisation to decide future position of organisation. Some
objectives in context of Cadbury is mention as follow:
 To enhance organisation sale with 25% by introducing new sugar-free chocolate with in a
period of 6 months.
 For improving skill and qualities of organisation to maintain product quality for new
product.
 By implement of participative leadership style it is easy for organisation to improve their
market shares for improving company sales to satisfy new products and organisation.
Strategies
 Segmentation- There are various ways that helps organisation for segmenting its
customer on the bases of geographic, demographic and psychographic segmentation.
From point view of Cadbury, organisation adopts its aspect sugar-free chocolates and
divide market on bases of geographic segmentation.
 Targeting- The main target for organisation sugar free products is health products that
satisfies needs and wants of customers who are more conscious about health. So separate
programs are developed by organisation for improving its new products in easy manner
that help to enter in a new segment (Pappas, 2017).
 Positioning- Organisation is already their business at global level but the launch of new
products is complex because sugar free products are complex. As customer not believe
that sugar free products are able to develop similar taste without sugar. So Cadbury

develop its positive perception among customers to make a successful launch for new
products.
Marketing mix
This is essential for organisation to formulate new products in market with help of
marketing mix that are mention as below:
 Product- Organisation is focused to introduce new products that are sugar free and
helps organisation to enter into a new field of market which increase market area as well
as customer base for organisation.
 Price- With implement of price penetration strategy it is easy for organisation to enter
into new market by introducing products at low price. In context of new products which
is Sugar free chocolates Cadbury utilise goodwill to charge more price of the products
after successfully entering in market.
 Place- Products are available among all supermarket and stores of organisation so it is
also easy for Cadbury to deliver new organisational products at global level market.
 Promotion- From the point view of Cadbury organisation offer free sample to all of its
customers for new products. Along with management develop an effective combo for
celebration to make success for organisational products.
 Process- Cadbury is utilising lean methodology and effective process of customers so
that extra cost for company is also managed. This also reduce organisational products
and its area.
 People- Manager of organisation provides right and effective training to all of its
employees so all actions for new products are managed in proper manner.
 Physical evidence- The main physical evidence to maintain its product as per
advertisement to manage free sample for distributing its customers properly.
COST
Total cost for production of new products is mention as below:
Particular Amount
Marketing 12000
Human workforce or employees 11000
Equipment 10000
Raw-material 14000

Total 47000
Profit margin- Company is introducing with new products that aim for increasing to
maintain business as per profitability for managing its areas (Simkin and Dibb, 2013). The areas
for organisation provide its areas as per management that increase current performance by
improving its margin with 20% for each quarter.
Monitoring and Controlling
The last step for business plan relates with organisation that identifies management aspect
and it is used to satisfy needs and wants of customers in proper manner. To control all operations
and functions management also implement KPI and Benchmarking technique for maintaining
new product quality. Further, the main motive for organisation to implement such techniques is
to manage product quality and match with requirements of customers.
CONCLUSION
With understanding of all above mention information and the analyses of report it is
concluded that marketing aids an organisation to achieve competitive edge in market through
promoting organisational products in an effective manner. In order to accomplish better results
marketing department plays an important role and responsibility for assessing basic needs and
desire of consumers. Moreover, marketing department also develop positive relations with other
departments for accomplishing company goals in specified time period with minimum utilisation
of resources. In the last, marketing plan as well as marketing mix also assist management to
generate and implement effective strategy for achieving company goals and objectives in an
organised manner.

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