Marketing Essentials - Cadbury Company

Added on - 21 Jul 2020

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Marketing Essentials
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Explaining the key roles and responsibilities of the marketing function of Cadbury............1P2 Explaining how roles and responsibilities of marketing relate to other functional units ofCadbury.......................................................................................................................................4TASK 2............................................................................................................................................6P3 Comparing the ways in which Cadbury applies marketing mix to marketing planning processto achieve business objective......................................................................................................6TASK 3............................................................................................................................................8P4 Producing and evaluating a basic marketing plan for Cadbury.............................................8CONCLUSION..............................................................................................................................13REFERENCE................................................................................................................................14
INTRODUCTIONThese are the necessary elements of marketing which are all included in themarketing process. Digital marketing is now becoming wide among customer andmaking the marketing experience more personal. The present report is about Cadburythe worlds famous British multinational company and how it is making its marketingstrategies to gain more market. Cadbury is having the business worldwide and set up adifferent marketing department to look after Cadbury's promoting and all the otherrelated activities. The roles and responsibilities in the development of Cadbury is veryessentials and interrelationship between the marketing and other functional units areimportant as well. Marketing essentials are also required in the marketing planning ofCadbury and thus achieving the business objective of the firm.TASK 1P1 Explaining the key roles and responsibilities of the marketing function of Cadbury.It is an act of doing business and sell products and services, which includesmarket invention, advertising and distribution of the products of the company.Marketing functions are the role which promotes the company to identify and sourceinnovative products for the market in which they are operating and then promoting theproducts by differentiating them with the similar products and services available inmarket (Iancu and Maier, 2017). Marketing plays a vital role in establishingrelationship between customers and organisations offering to market they also play arole in branding, publicity activities, advertising and customers feedback collection.Cadbury's marketing functions carry some roles and responsibilities with them inenhancing the growth and developing company for a better competition. A typicalmarketing functions within a large organisation like Cadbury includes performingmarket research, marketing planning, product and market development, marketingpenetration, taking care of advertising, distribution for sales, pricing and the last aftersales customer service and maintaing public relationship. Cadbury's marketingfunctions have the following key roles and responsibilities.Conducting promotional activities-Cadbury's marketing function help thecompany in the promotional activities like the advertising and distributionfunctions. Cadbury mainly target the kids aged 2-15 with most of the1
advertisements are animated and appealing to the imagination of kids. Thenafter the success of the chocolates it produced it began targeting all age groupof customer show casting that there are kids in every one (Maghaireh, 2016.).And they are promoting their products with different marketing strategieswhich are very useful in the development of company.Defining and managing the brand image of Cadbury-as Cadbury is theworld leader in the world of chocolate industry and is known by the name inthe market. For the chocolate industry Cadbury is pitted against competitorslike Nestle but the brand position of Cadbury Dairy Milk in the customers mindis very much occupied then the others.Online marketing-in today's era where everything is online the customer is atthe ease of getting the products online and companies are also advertising itsproducts and services online. Cadbury utilises common social networkingchannels like Facebook, Twitter, Instagram, YouTube and Google and it enjoysa great return from its investment in social marketing above the traditionalmedia channels. Cadbury invest a huge amount of time and money intoadvertising their brand in the major networking sites and this is lived up theirgrowth for creating memorable and standout campaigns.Producing marketing and promotional materials-Cadbury launch a bigprofile on pack promotion giving its customers the chance to earn moneycannot buy prize (Moini, 2017.). The new promotional strategies of Cadbury inthe year 2013 was of a huge success and created 1 million online entriescompared to 300000 a year before.Outside vendors and agencies-Cadbury has selected the VCCP as its newleading global ad agency after the increase in competition. VCCP will beleading Cadbury's global brand strategies and creative direction which will beacting as a full-time service partner agency for the Cadbury portfolio in UKand Ireland.Serving as media liaison-Cadbury is one of the world's best known chocolatebrand and is facing an increased competition. Whenever it is placed in the2
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