Marketing Essentials - Developing a Marketing Plan for Cadbury

This presentation focuses on developing a marketing plan for Cadbury, a well-known confectionery brand. It covers steps such as situational analysis, segmenting, targeting, positioning, and budgeting. The presentation also emphasizes the importance of marketing in business growth and vitality.

Marketing Essentials
TASK 4

CONTENT
• INTRODUCTION
• Marketing plan of the company
• CONCLUSION
• REFERENCES

INTRODUCTION
Marketing is an eminent key factor that lies business success. Within
organisation, most of the aspects of an organisation is depended upon
effective marketing activities. It covers advertising, promotion, sales
and public relations. The presentation will be defined marketing plan
of Cadbury.

Develop a basic marketing plan
Marketing planning consists optimum allocation of resources in
the best economical way. It gives direction to management what
activities are going to be done. It also involves different policies,
tasks, programmes and budgets.

Steps of marketing plan
• Introduction of the company
• Vision and mission of the company
• Situational analysis
• Segmenting, targeting and positioning
• Prepare a marketing budget
• Develop a marketing mix
• Monitoring and execution of the plan

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Introduction of the company - Cadbury is one of the well-known
or famous brand and confectionery firm. Basically, it deals in food
items, like- chocolates, drinking beverages, cookies etc. The
company is produced products for all types of customers.
Vision and mission of the company - The vision statement of the
company is “working together to build up brand that people love”.

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Situational analysis – It is done through SWOT and PEST analysis
so as to examine all internal and external factors of the firm.
Segmenting, targeting and positioning – The STP aids a firm to
classified the market into various area or segments. Marketing
segmentation is based on three factors, such as- geographical,
psycho graphic and demographic areas

Marketing budget of Cadbury
Particulars Amount
Initial money 15000
Investment 14200
Total 29200
Marketing expenditures
Advertisement 5000
sales promotion 2000
Direct marketing 3000
Total 10000
Available balance 19200

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Develop a marketing mix – In order to deliver and perform
effectively in target market.
Prepare an effective marketing strategy.
Monitoring and execution of the plan – After deciding all elements,
managers are executed the plan within overall organisation by
consulting employees.

CONCLUSION
As per the above discussion, it has been concluded that marketing
plays an eminent role in growth and vitality of every business
entity. It helps management to get aware about current market
trends and customers' demand so as to satisfy them in an
effective manner.

REFERENCES
Rollins, M., Nickell, D. and Ennis, J., 2014. The impact of economic
downturns on marketing. Journal of Business Research. 67(1). pp.2727-
2731.
Tariq, A., 2013. The effect of market uncertainty and strategic feedback
systems on emergent marketing strategies & performance in Pakistan.
International review of management and business research. 2(3). p.713.
Wirtz, J., 2012. Essentials of services marketing. FT Press.