Marketing Essentials - Cadbury Plc

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
P1. Explain key role and responsibility of marketing function..............................................3
P2. Explain how roles and responsibility of marketing related to the wider organisational
context. ..................................................................................................................................8
TASK 2..........................................................................................................................................11
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.................................................11
P2. Produce and evaluate a basic marketing plan for an organisation.................................15
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing can be defined as a study of management which is related to goods and
services offered by organisation (Ajami and Goddard, 2013). It consists of all the activities of
organisation which helps in increasing sales and demand of products and services offered by
organisation. Marketing is a process of promoting and advertising company’s products or
services in order to communicate its features. Company conduct various marketing activities so
that it can inform customers about its products and services. Marketing activities includes
identifying needs of customers, developing products as well as promoting it and satisfying
requirement of consumer. Marketing helps in increasing sales and profitability of company. For
this report chosen company is Cadbury. This is a British multinational company which is dealing
in confectionery industry. Cadbury Company was founded in 1824 by John Cadbury. It is
providing various products all over the globe and it’s headquarter is located in London, England.
This report is based on different roles and responsibility of marketing function for organisation.
It includes how marketing function roles and responsibilities are related to context of
organisation as well as its importance in developing valuable product of a company. its various
factor in marketing environment which influences business decision making. This report consist
of different functions of marketing mix as well as comparison of 7 P’s of marketing mix between
chosen company and its competitors company. Strategic management plan is also develop in
order to achieve set goals and objective of organisation.
TASK 2
P1. Explain key role and responsibility of marketing function.
Marketing refers to all activities undertaken by an organisation with the motive of
promoting buying and selling of products and services of company. It includes various activities
such as advertising, promotion, communication, selling and other activities which help in
increasing sales and demand of company in market area (Beane, 2012). Marketing is a process of
organisation through which goods manufactured by can be delivering to ultimate customers. This
is a very crucial function of business as it helps in identifying and analysing needs and wants of
customers as well as developing a product which leads to satisfy customer’s requirements. The
concept of marketing is majorly related to product of company, price, place and promotion of
product manufactured by organisation. Marketing is very helpful in identifying and selecting

design of product as well as developing a valuable product. It also needs to determine prices of
product and services offered by organisation and develop an effective pricing strategic.
Marketing department has to select best distribution channel for delivering products to ultimate
buyers (Brandell, 2014). Promotion is also responsibility of marketing function which includes
developing and implementing new or creative promotional strategy in order to inform customers
about product and services offered by company. Marketing department of Cadbury Company is
responsible for implementing all those activates which help organisation to increase its sales as
well as enhance profitability. Effective and efficient functioning of marketing can be considered
as a reason of Cadbury company success. Marketing department is overall responsible for
growing revenues and increasing market share of Cadbury’s business. Different roles and
responsibility of marketing in context of Cadbury Company is mentioned below.
 It is responsible for developing various marketing strategies which is beneficial for
business and its process.
 Role and responsibility of marketing includes listing to customers for understating their
needs and wants.
 Marketing department has to keep a track on new treads of society as well as it is
responsibility for marketing to keep organisation updated about marketing trends.
 Monitoring completion and evaluating new or innovative strategies used by rival
company is responsibility of marketing.
 One of the most important roles of marketing is to work on brand value and develop a
strong brand image of company.
Marketing is a very essential function of organisation as it deal with various activities of
company. Marketing function is related to planning of different strategies which help in
improving market share and get competitive advantage. Marketing function organize different
resources of company in order to get optimum utilization of organisational resources. It needs to
understand the environment in which organisation is providing its products and services so that
marketing department can successful implement strategies developed (Brandes and Brandes,
2015). Marketing function role is to direct different activities of marketing towards set goals and
objective. It is also responsible for controlling its activities and taking corrective measures
whenever required. Marketing function is responsible for satisfying needs and demands of
customers by providing products as per their requirement. It also helps in increasing total

revenues of Cadbury Company and increasing production of current products. Reduction in cost
of sales as well distribution is responsibility of marketing function by conducting effective and
efficient marketing process. Major roles and responsibility of Cadbury marketing function is
mention below.
Market information
Marketing function is responsible for gathering and collecting information form market
area. It is very important for Cadbury Company as it deals in different area of the world. So it is
role of marketing function to collect information about customers and market place where
company is providing its products and servies (Brooksban, kSubhan and Miller, 2018).
Marketing information can be gathered by conducting a proper market research. This fuction of
marketing is responsible for identifying needs and wants of customers in order to develop
various strategies for organisation. By analysing and evaluating needs and wants of customers,
company can develop a product which leads to stratify demands of customers.
Marketing planning
Planning is a very essential part of mareting fuction as it deals with developing strategic
decisions for organisation. Marketing planning is a term which refers to analysing where
company is and where it wants to reach. Cadbury has set some goals and objective so in order to
achieve those goals it is very important to develop an effective plan. Marketing function is
responsible for developing a plan for organisation by identifying and evaluating market
environment as well as customer’s requirements. Marketing function role is develop a plan
which hep organisation in increase its demand in market area.
Developing and designing of product
Product design and development is a very important part of organisation as it will help in
attracting customers towards product. It is role and responsibility of marketing function to
develop and design creative and innovative products (Chang and Chen, 2017). This is
responsible for take various decision regarding design of products. Product should be develop in
a relative ways to influence customer and company’s product should be able to full fill needs and
wants of customer. Special design of a product will help company to gain competitive advantage
from its rival company.
Standardisation

This refers to setting standards for the quality and quantity of product manufactured by
company. Standardisation is very important in deliver high quality and a valuable product to
customer. it is role of marketing function to set standard regarding size, quality, weight, design,
colour as well as raw material to be use for developing product (Cluley, 2017). Marketing
function of Cadbury Company is responsible for determining standards of product that satisfy
needs and wants of customers as well as increase demands of product in market area. By
providing high quality product Company can build trust for its consumers. So marketing function
role is to set right standards for products and this standard will help in measuring actual products
with the set standards.
Packaging and labelling
Packaging refers to material used for wrapping products and labelling is a work used to
describe the information written on product. This is role and responsibility of marketing function
to take decision regarding packaging and labelling of good offered by Cadbury Company.
Packing of products keep products safe and fresh for longer time as aim of packaging is to avoid
breakage or damage. It is very important function of marketing which help customers to carry
product easy. Packaging of product should be in such a way it attract customers as well as
provide convenient to user. Marketing function role is to decide about labelling of products and
its is responsibility of marketing function to correctly label product so that customers get correct
information about ingredients used by company in developing product.
Promoting
Promotion is an essential function of marketing as it helps company to promote products
and services offered to customers. This is one of the major responsibilities of marketing function
to promote product (Dissanayake, 2015). It is role of marketing function to identify and analyse
the most effective method for promoting goods manufactured by Cadbury Company. There are
different types of methods of promotion such as advertisement, sales promotion, personal selling
publicity, online marketing. Marketing function is responsible for analysing which methods
should be use at different place so that it will be able to attract or inform more and more
customers about product as well as its features.
Pricing
This is one of the most difficult tasks for marketing function as it directly affect
profitability of organisations. Marketing function of Cadbury Company is responsible for

develop an effective pricing strategies for business so that it can earn large amount of profits by
sales it products. Price of a product is refers to amount charged by organisation in exchange of
products. Role of marketing function is to develop different pricing strategy and evaluating best
prices of product (Johnson and Chvala, 2017). Price of products depends upon various factors
such as cost involved in manufacturing of products and prices of competitor’s product It is
responsibility of marketing function to identify price charged by rival companies and then take
pricing decision.
Product distribution
Product distribution is refers to physical distribution or movement of products form one
place to another. Under this marketing function is responsible for choosing right way to carry
Cadbury products from where they manufacture to end customers. Physical distribution includes
different factors such as transportation, inventory, order processing and warehousing. This
function is important to deliver product safely to customers so that they can buy and consume it.
It is role and responsibility of marketing function to deliver and distribute products at right time
and right place. There are various methods for distributing goods from manufacturing point to
shop so that customer can purchase it so marketing function is responsible for selecting right
distribution channel.
Transportation and warehousing
This function consists of actual movement of products from production house to different
area. Manufacturing of Cadbury product is done at some area but it is providing its products to
worldwide area. These products are transported from manufacturing place to different place or
various shops for sales of products (Kastenholz, Carneiro and Marques, 2012). It is role of
marketing function to select right transportation facility so that good can reach to ultimate
buyers. Warehouse is a place to store products manufactured by company so later use. There is
some time lag between production of goods and sales. So, marketing function is responsible for
choosing good and safe place to store products for some. Its role is to identify how much
products should be stored in warehouses.
Marketing function play a very significant role in building strong brand image and
maintain effective relationship with customers. Role and responsibility of marketing function is
to enhance profitability of Cadbury Company by increasing demands and sales of its product in
market area.

P2. Explain how roles and responsibility of marketing related to the wider organisational context.
There are various roles and responsibility of marketing which is related to wider context
of Cadbury company. Marketing department is responsible for taking various decisions for
achieve set goals and objective of organisations. All these decisions and strategies are affected
by environment in which company is deal (Lal, 2013). Marketing environment consist of micro
and macro environment which influence decision of organisation as well as customers. There are
various factors of internal and external environment and it is responsibility of marketing
department to carefully analyse these factors so that company can attain set goals and objective.
There are various role and responsibility of marketing with context of marketing environment
and these are mention below. Market research: It is responsibility of marketing function to identify and analyse need
and wants of customers so that company can modify its products as per demand of
customers. Marketing department of Cadbury Company needs to conduct a proper market
research in order to evaluate market and customers requirement. This company is dealing
in large area where customer needs are continuously changing so it is role of marketing
department to analyse demands of customers. Market research needs a proper planning as
well as various researches so that researcher can successfully conducts its market
research. Marketing department role is to analyse market information about various
factors such as products, price, social trends, requirement or demand of products etc. All
this will help in offering better products to customers. Monitoring marketing environment: Marketing department needs to monitor
environment in which company is dealing. Marketing environment consist of various
factor of micro and macro environment of business. By monitoring market environment
this department can easily identify new trends as well as strategies used by rival company
to promote its products (Lazer and et.al., 2012). Marketing department is responsible for
carefully monitoring marketing environment so that it can help company to be updates.
This will leads to using innovative tools and technology in business and its process. It is
crucial role of marketing to identify new developments in market place. Developing market strategies: Marketing department is responsible for developing
various strategies for organisations in order to deal with rival companies. Cadbury
Company is well known brand but it have to face high completion from other well

performing companies. So it is responsibility of marketing department to handle high
competition of company and develop effective strategies which help in getting
competitive advantage from other rival companies. Marketing manager’s role is to take
decision and develop strategies to achieve set goals and objective of organisation. They
are responsible for developing and implement strategies which lead to attract more
customers to Cadbury company as well as increasing marketing share of business.
 Market segmentation: Marketing segment refers to dividing large group of customers
into small parts. It is responsibility of marketing department to analyse and evaluate
marketing environment so that company can divide customers group according to
different requirement (Mettler and Guiberteau, 2012). Market segmentation can be done
in various need bases such as geographical, demographic, behavioural and
psychographic. As Cadbury is offering different products as per requirement of large
number of customers its is vary important for marketing department to divide market area
into different segment and select its target customers. Marketing managers is responsible
for choosing or targeting right and potential segment.
There are different department in organisation and it is very important for interlink of
marketing department with other department for achieving set targets of company. Interrelation
of marketing function with other functions of Cadbury is mention below.
Marketing with Human Resource
Marketing department needs to closely work with human resource department in order to
improve productivity of organisation. Human resource department is responsible for finding and
hiring right skill set for organisation as well as training them to improve their ability or
performance. Marketing department of Cadbury company needs to communicate with HR team
about requirement in new employees to full fill vacant position of marketing department
(Mokoena Mafini and Dhurup, 2015). It is responsibility of human resource department to recruit
and select well qualified candidate for marketing team with high skill and ability to perform
required task. Marketing team will help human research department is various activities of
promoting vacant job opening in organisation. This will help in attracting more candidates to
apply for job opening.
Marketing with Finance

Marketing department is majorly responsible for promoting products in order to increase
sales of company. Finance department of Cadbury Company provide budgets to each and every
department to carry out its functions. Functions of marketing and finance department are
interlinked with each other as finance team will provide sufficient budget to marketing team.
Marketing department needs to analyse and evaluate market area and customers in order to
satisfy their requirements (Naha and Whale, 2012). It is responsibility of marketing to monitor
market environment and identify new tools and techniques introduced in market. This
department will communicate innovative and creative techniques to finance department so that
they can increase their effectiveness and efficiency. This will leads to improve in performance of
finance department.
Marketing with Production
Production department deal with manufacturing of goods. Marketing department of
Cadbury company is responsible for analysing needs and wants of customers by conducting an
effective market research. By this research it is easy for organisation to take various decisions
about its products. Production department will manufacture products according to market
research conducted by marketing team so that company can offer products which satisfy
requirements of customers (O'Hehir, Holgate and Sheikh, 2015). Marketing team will set
standards for production department regarding quality, size, colour, design of product etc. These
standards will help in measuring actual production of goods with required standards. Marketing
team will also forecast the future demand of product and manufacturing of product is based on
set quantity.
Marketing with Sales department
Functions of sales and marketing are interrelated with each other so it is very important
for marketing function to closely work with sales department. Sales department is majorly
responsible for improving sales of Cadbury organisation in order to achieve more profitability.
Marketing team will develop and promote products manufactured by organisation and sales
teams have to enhance sales of company in market area. All department of Cadbury is
interrelated with functions of marketing department. This will help organisation to achieve set
goal and objective as well as smooth functioning of business.

TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix can be define as a set of actions which help organisation to promote its
product in market area. It consist of various factors which can be controlled by company and
helps in improving sales and profits of company. Different companies use marketing mix in
different ways to promote its products and services (Ressler, 2013). Marketing mix includes
product, price, place, promotion, people, process, physical evidence. These 7 P's of marketing
will help company in developing combination of strategies. Comparison between marketing mix
of Cadbury and Nestle is mention below:
Basis Cadbury Nestle
Product Cadbury company is dealing in
a confectionery industry and
developing various food
products. It is offering wide
range of products. Cadbury
products list can be categories
into bars, boxes, rolls, multi-
packs, beverages, cooking
products, desserts, ice creams,
biscuits etc. Some products of
Cadbury is Boost, Bournville,
Dairy Milk, Eclairs, Drinking
chocolate, Bournville Cocoa,
Chocolate sprinkler, Cookies
choc chips etc. Cadbury is
using more milk in this
products as compare to other
companies.
Products refers to anything
which is manufactured by
company in order to full fill
needs and wants of customers.
Nestle company deal in a food
processing company and
offering different products as
per requirements of customers.
Its products range is can be
categories into different parts
such as beverages, milk and
milk products, cooking aids,
chocolates, baby food etc.
products of Nestle consist of
Nescafe, Nespresso, Acqua
Panna, Buxton, Cereals, Chef
Mate, Santa Rica, Frozen food
and desserts products, Boost

etc.
Price Price refers to value of
products charged by company
for providing its products and
services. Cadbury company
can offering high quality
products to customers so its
prices are comparative high
(Robertson and Wardrop,
2012). It is very essential for
Cadbury to develop right
pricing strategies. Its prices
are based on area where it is
serving. Pricing strategies of
Cadbury product is based on
the cost involved in
manufacturing process as well
as country in which company
is severing.
Pricing strategies of Nestle
products is based on the area
where company is offering its
products as well as price of
competitors products. By
setting too low prices from
competitors will affect
profitability and high prices
may leads to effect on sales of
company . Company need to
analyse market area where it is
providing its products and
services and needs to
understand pricing strategies
of its competitors in order to
set right price according to
market area.
Place It includes various set of
activities that help company to
deliver its products to targeted
customers. Cadbury needs to
distribute manufactured
products to different area so
that customers can purchase its
products. It is very important
for company to chose right
distribution channel so that its
products timely reach to
Nestle company is dealing in
large market area so it is very
important for this company to
develop a strong distribution
channel. Place is refers to area
from where customers can
easily buy and purchase
products. Strong distribution
channel will help company to
maintain demand and supply
of products in market area

customers without any delay.
Distribution channel of
Cadbury flow from
manufacturer to its agents to
various distributes and these
distributes deliver product to
local retailers so that
customers can purchase
products.
(Roslender and Wilson, 2013).
Distribution strategies of nestle
includes manufacturing place
to wholesale and some
wholesaler are directly
delivering products to
customers and other deliver to
distributors to retailers and
retailers are selling products to
end customers.
Promotion Promotion play a very crucial
role in sales of products. It
consist of various tools and
techniques used by
organisation to promote its
products in market area.
Cadbury company is use and
creative ways to promote its
product. It is using modern as
well as traditional methods to
promote its products (Rowe
and Alexander, 2012).
Traditional methods of
promotion includes TV
advertisements, sales
promotion, public relation etc.
and modern methods used by
Cadbury includes online and
digital marketing.
It includes various set of
activities conducted by
marketer to promote its
products. There area different
activities conduct by company
to inform and communicate its
features to target customers.
Promotion strategies of this
company includes
advertisements, print media,
online, publicity, sales
promotion, discounts, gifts
etc. It using famous celebrities
for advertising products.
People People are very essential part People of Nestle is are

of organisation. Employees of
company are responsible for
developing various strategies
which help company to gain
competitive advantage over
other rival companies.
Cadbury has well qualified and
highly skilled employees who
are contributing most for
development of company.
People of Cadbury is
responsible for taking various
decision regarding business
and its process. They are
responsible for identifying
needs and wants of customers
as well as developing products
which satisfy their
requirement.
consider as the most important
assets of organisation. This
company is providing training
to its employees so that they
can increase their skills and
ability to perform required
task. Training is beneficial for
company as well as
organisation. It will help
employees to complete task in
more effective and efficient
ways and improve overall
productivity of organisation
(Srinivasan and Humes, 2017).
By training and developing
employees it will create a
honestly and loyalty in
employees.
Process Process of Cadbury include
manufacturing process through
which company is producing
its products and delivering
valuable products to
customers. Cadbury company
is using new and innovating
technology in manufacturing
its products which leads to
improving in overall
production of company.
Effective process will helps in
Nestle process includes using
of better and updated tools and
techniques in developing its
products. This company is
using high quality of raw
materials in producing
products so that organisation
will be able to offer valuable
products to customers. Nestle
is offering various other
services to targeted customers
in order to maintain strong

maintaining accurate demands
and supply of products in
market area.
relationship with customers.
Physical evidence Physical evidence in marketing
mix includes physical
environment, ambience, spatial
layout and brand image. These
factors of physical evidence
will help company to attract
more customers towards
organisation as well as
building positive relationship
with customers (Taylor, 2015).
Cadbury strong brand image
can be consider as its physical
evidence. This leads to
influencing targeted customers
to purchase products.
Nestle company is focusing on
creating vending machines to
attract customers and increase
sales of company. It is also
opening coffee corners with
the logo of Nescafe. This
company is creating a better
and creative physical evidence
connectivity with its customers
by setting up coffee corners so
that customers can sit there,
rest and drink coffee. These
places have very relaxing and
positive environment to
comfort customers.
Cadbury and Nestle both are manufacturing food products and providing its services
worldwide. These organisations are using marketing mix strategies in different ways to attract
and influence customers and improve its profitability.
P2. Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is consider as a part of overall business and it is develop with special
motive of developing strategies. In order to attain goals and objective it is very important for
organisation to develop effective and efficient strategies. These strategies will help in targeting
potential customers and influencing them to purchase products offering of organisation. Cadbury
company needs to evaluate market environment as well as analyse situation which help in
developing and implementing strategies for organisation (Thomas and Lazarova, 2013).
Marketing plan is a process which starts from setting a specific objective, analysing situation of

market, developing strategies, implementing action plan, forecasting financial requirement and at
last controlling and evaluating marketing plan.
Objectives
This step of marketing plan help company in deciding actual requirement from this plan.
Objective refers to motive of develop plan and it should help organisation to grow market share
and enhance profitability. It is essential for organisation to develop a SMART objective. It stands
for specific, measurable, achievable, realistic, time bounded. Objective of marketing plan should
be able to utilize resources of organisation effective and efficiently. Cadbury needs to develop
objective which is specific or easy to measure with required results (Tomsho, 2012). It is very
important for company to develop a achievable and realistic objective as well as it should be
attain in reasonable time frame. Cadbury company is to introduce new energy bar chocolate in
market with the motive of increase its profitability. Its objective is:
 To introduce new energy bar product with in 6 months in order to increase profitability
25%.
Situation analysis
After developing a smart objective for business growth, company need to analyse
situation. It is very important to analyse the situation in which company is dealing for getting
better understanding of environment as well as customers. In order to analyse situation company
needs to evaluate its internal and external environment for developing strategies to achieve set
objectives of organisation. Cadbury company needs to conduct SWOT analyse so that it will help
in analysing its strengths or weakness as well as various opportunities and threat in market area.
It will help company in developing effective strategies on the bases its strength and future
opportunities. By analysing situations company can forecast future possibilities and minimize
uncertainties. Strengths: Cadbury is one of the worlds leading chocolate company and its is a biggest
advantage for new launch products. This company is providing large number of product
varieties and have vast product portfolio (Truong, 2017). It is a well known company
with strong brand image which will help new energy chocolate bar products. It has strong
research team that help in identifying and analysing requirement of customers so that
production department can manufacture products as per needs and want of customers.

Cadbury have vast distribution channel that will help in timely delivery of new products
in all around world. Weakness: Cadbury is only dealing in confectionery and beverage market area where as
its other competitors such as Nestle is providing more diverse product. It is weakness of
this company that is have quite small number of category of product. This company is not
proving its services in rural area and it is which leads to ignoring large number of
customers. Past controversies has affect image of Cadbury company and customer have
created its negative image which leads to effect on overall profitability of organisation. Opportunity: It has opportunities to increase its market share by expanding its services in
rural area. Cadbury can use new and more updated techniques or technology in its
business process in order to increase its productivity (Vaclavik and Christian, 2013). It is
an opportunity for Cadbury to increase its product variety and introduce new food
segment. Company should provide more diversified products to different market areas. It
should also conduct some social responsibility so that company can build its positive
brand image in market area.
 Threat: This organisation is dealing in vast area so it have to deal with strong
competitions. These competitions as well as strategies use by them is biggest threats to
Cadbury company. Decision taken by competitions will affect the business and sales of
this company. Change in preference of customers as well as availability of other
substitute variety will have huge impact on sales and its profitability.
Strategy
In this step of marketing planning, company needs to develop various strategies regarding
product and target market area. After analysing market environment and situation company
needs to identify right and potential customers in order to increase sales of its product (Vadivelu,
Kaye and Berger, 2012). These strategies will help in achieving set goals and objective of
marketing plan. Segmentation: It is a term refers to dividing market area into small parts. Segmentation is
a process of subdividing large number of customers on the bases of their need and
requirement. Cadbury Company is segmenting its customers on bases of geographic,
demographic, behavioural, psycho graphic needs for identifying its potential customers.

 Targeting: It is a set of selecting right and potential customers in order achieve set goals
and objective of organisation. Cadbury is targeting customer of all age group specially
between 5 to 40 years of age.
 Positioning: It is a process of creating positive image in customers mind. Cadbury
company is using different tools and techniques to promote its products to targeting
customers such as advertisement, holding, digital and social media marketing.
Action plan
After developing various strategies company needs to implement these strategies into
actual actions. In this step on marketing plan, company needs to identify each and every detail of
new launched products (Varela, 2014). For this company can use marketing tool for analysing
information about product, price, place and promotion. Product: This refers to item that is manufactured by company and actually selling in
market area in order to increase profitability of company. Cadbury in lunching new
product which is a energy chocolate bar. This product will help consumer to get instant
energy as it is made up of ingredients which is good for health. Price: It is an amount charged by from customer for providing valuable products. Pricing
strategies of Cadbury new product will be based on cost involved in manufacturing
products. Place: Cadbury is planning to launch this new product into world wide area. Distribution
channel used for delivering products to ultimate customers flow from manufacturer to
distributes to retail shops to end customers.
 Promotion: Company is using both traditional and modern methods to promote its
products. Cadbury is promoting energy chocolate bar through famous celebrities by
different methods such as TV advertisement, online marketing, sales promotion etc.
Forecast
In order to implemented strategies of marketing plan company needs to forecast the
requirement of market budgets. Company needs finance for actual implementing of marketing
plan and carry out its activities effectively and efficiently.
Marketing Budget
MARKETING BUDGET

PARTICULARS I Year II Year III Year IV Year V Year
Initial money 6000 7000 12600 12800 19640
Investment 12000 12500 23840 32900 16480
TOTAL 18000 19500 35440 45700 36120
MARKETING OUTLAY
Promotion 5300 1800 6500 3500 2000
Sales publicity 3000 2500 3600 2000 2000
Direct selling 3500 2600 5000 3500 5600
TOTAL 11800 6900 15100 9000 9600
Evaluation and Control
This is the last step of marketing plan and in this company needs to evaluate and control
task of this marketing plan. Cadbury needs to evaluate all task and activities conducted to
achieve set goal and objective. Company can not wait till end to identify and analyse activities
conducted in this process and it is very important for company to measure performance and take
corrective measures whenever required (Zeuch, 2016). Evaluation and controlling methods that
can be use by Cadbury are mention below. Customer's Feedback: This is a method which will help company to get better
understanding about the performance of new launched product. Company should
communicate with customers and take there response about new energy bar chocolates
products. This will help company to build strong relationship with customers and getting
direct response and feedback on Cadbury product.
 Target sales: Cadbury can evaluate performance of new launch product by setting target
sales to different area. Company can set some target regarding sales of energy bar in

different area and evaluate sales performance of those area after some time. This will
help company in identifying actual demand and sales of new product in market place.
CONCLUSION
From the above report it can be concluded that marketing is very essentials part of
organisation in order to increase its sales and profitability. Marketing function have different
roles and responsibilities in organisation and these function will help in developing strong brand
image. Apart from this, it is evaluated that different elements of marketing mix is used in
different ways.

REFERENCES
Books and Journal
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