Understanding Marketing Mix and Brand Awareness

This assignment discusses the significance of marketing mix in business, including its elements such as product, price, promotion, and place. It also touches upon brand awareness, market outcome, and corporate image in relation to marketing mix efforts. The assignment aims to provide a comprehensive understanding of how marketing mix influences business performance and customer loyalty.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1 Roles and responsibility of marketing function of Cadbury..................................................1
P2 Roles and responsibility of marketing related to Cadbury.....................................................3
P3. Marketing mix of Cadbury and Nestle to achieve business objectives................................6
P4 Marketing Plan for Cadbury................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essentials are tools and techniques which are designed to understand and learn
basic concepts which are related with marketing, theories related with management which can be
analysed with present world. Marketing is related with products of organisation, how products
can be offered to customers and they can be promoted at market place. There are checklist which
are designed to maximise changes of success which are helpful in designing marketing plans.
Cadbury was established in 1824 by John cadbury. It is British owned confectionery
company which occupies second position in the world. The well known product of cited firm
includes Dairy Milk Chocolate (Bauer and Auer-Srnka, 2012). These products contain high
quantity of milk in their products which makes it different from their rivalry products. They
focuses on providing high quality chocolate products to their customers. The target customers of
cited organisations are mostly children's.
The report contains study about different marketing functions which are related with
Cadbury. Information management systems are related with managing informations of different
departments within the organisations. Roles and responsibilities which are are related with
marketing department and functions of different departments within the organisations.
TASK
P1 Roles and responsibility of marketing function of Cadbury
Marketing are essential activities which are designed for distribution of products and
services related with Cadbury. The main focus of these activities are related with satisfaction of
different needs of customers according to their taste and preferences. Market activities involves
place from where products can be reached to final customers, Prices at which customers can sell
their products and customers can purchase them, Products which are manufactured by Cedbury,
Strategies which are helpful in promotion of products and services.
Example: Cadbury offers various promotions for consumers which are based on low and
discounted prices. These offers are made by companies to attract children's as they are mostly
consumers who are preferring their products (Brooks and Simkin, 2012).
Marketing Functions which are related with Cadbury are:
These functions are helpful in designing various activities which are related with plans
and procedures of different department for determining growth of organisations.
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Success of organisations can be achieved when they are able to sell their products and services to
customers. Functions of marketing which are related with Cadbury includes:
Distribution management: It is related with selling of products and services to
customers who wants to purchase them. Distributions channels are helpful in determining best
ways in which customers can be located and they can use goods manufactured by Cadbury. It
involves step by step plans and procedures which incudes planning and designing phase till final
products reaches to customers. Various distribution channels are located at market place from
where buyer can easily purchase the products. As the world is growing and various channels are
interconnected which are helpful in easily creating awareness about products and services.
Budgeting: This function is related with providing necessary budgets to company for
caring out different activities. Help can be provided to customers in terms of financial aid which
are helpful for individuals as they can purchase products and services which are offered by
company. It is a vital function as it helps business man to arrange finance from different sources
like angle investors, money lenders and loan providers. Advertisement which are made to create
awareness also requires huge finance so that message about products of company can be easily
reached to potential customers (Chikweche and Fletcher, 2012).
Market Research: They are important function which determines differential needs of
customers from market place. Important information about products and services are gathered
from market place about target customers who are mostly consuming products related with
Cadbury. These activities are helpful in retaining loyal customers so that they does not purchase
the products from their competitors.
Marketing Information Management: These activities are helpful in obtaining and
managing necessary informations which are helpful for customers in decision making process.
Improving overall performances which are related with marketing activities and effective
evaluation of selling process in organisations (Dibb and Simkin, 2013).
Promotions: It is a marketing tool which is used to communicate with customers about
various products and services which are offered by company. It helps in increasing demands for
products as customers are attracted and they are buying products and services in huge quantity.
Promotions can done with the help of sales promotion activities, public relation, adverting and
publicity. These activities are essential because market place are changing rapid so to identify
various needs of customers and makes changes in products.
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Product and Service Management: These functions are related with managing,
developing, acquiring, controlling and directing of products and services which are helpful in
meeting differential needs of customers. Goals are designed by companies which are helpful in
effective management of products and services which are offered by cited organisations. It also
includes solving problems of customers, keeping the current services updated which are useful
for customers.
Pricing: These are challenging functions of every organisations in relation to setting of
correct prices. Keeping prices of products are high rates will loose customers as they will not
prefer to buy Cadbury chocolates as their prices are high in comparison to competitors prices.
Prices should not be too low as it will decrease profits for cited company. Decision about right
prices are important as they are helpful in satisfying customers by adopting moderate price.
Selling: This activity is related with communicating with customers so that they can
purchase goods and services offered by company which satisfies them. Selling can only take
place when desired needs and wants of customers are identified. This is helpful in reaching right
products to customers at right place and right time (Gordon, 2012). Selling is related with
providing services to customers which are useful for them and which satisfies customers thus
increases growth of firm. It is also defined as the process where goods are sold to customers in
exchange of values driven from potential customers.
P2 Roles and responsibility of marketing related to Cadbury
Different factors are responsible for achieving growth and success for organisations.
Roles and responsibilities which are assigned to individuals are helpful in achieve desired
objectives for organisations in an effective manner which leads to success of organisations. In
Cadbury Top level management are responsible for planning and implementing different
activities which are useful in achieving desired results for company.
Functional areas in which different activities are operating includes HR, marketing,
Finances and operational areas. All these departments are linked with each other in performing
differential activities of organisations. Interlinked between different departments are helpful in
coordination of different activities within the organisation. This helps in timely achievement of
goals which are needed to perform different activities (Helm and Gritsch, 2014).
Example : If market department was given responsibility for promotions of their products
related with Cadbury than this department had to coordinate with finance department for
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managing funds so that cited company can easily carry out their marketing activities which are
helpful in promotion of their products.
Functional areas of Cadbury:
All business are involved in various functions related with operations so as to ensure
activities runs smoothly in cited organisation. Well defined aims and objectives should be
accomplished. In larger organisations like Cadbury employees are involved in different
departments according to their work specialization. Theses task are known as functional areas.
Different areas are defined in organisation which are responsible for performing different
operation which are related with organisations. Each department had to perform the task
according to their functional areas (Huang and Sarigöllü, 2014). Activities are divided into
different departments as they are helpful in effectively performing all the operations and achieve
desired objective on time.
Sales are related with managing finance for firms. If there will be no products to sell than
there there is no deed of managing cash for selling and promotion of different activities.
Managing sales promotions activities, responding to needs of customers, technical
assistance to customers, activities related with selling of products are carried out in successful
business operations.
Selling V/S marketing
MARKETING SELLING
Marketing starts with needs of buyers.
It is related with satisfying needs of customers.
Main motive is needs and wants of customers
should be satisfied.
It involves push and pull strategy
Selling starts with needs of seller to sell the
products.
It is related with selling the products not
focuses on satisfaction level.
Sales is main motive
It involves only push strategy
Selling Function: It is related with exchange of goods and services for agreed cash related with
products and services. Sales target are defined by companies which are helpful in achieving
desired goals and objectives for firms. These activities are helpful in business so as to achieve
desired goals. Good profits which are generated by company are helpful in expanding and
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growing business to larger extent. Thus it can be said that these selling functions are related with
marketing
Administration Functions: These are supportive functions for all the organisations. Top
authorities are held responsible for performing different operations by effective monitoring and
control mechanism. Different operations are managed by this department and it is also known as
backbone of business. Decisions are taken about plans and policies and various financial analysis
related with organisations. They are held responsible for managing proper work flows in
organisations so that assigned work is completed on time (Hultén, 2011). It is universal process
which are involved in organising resources and people of organisations in an efficient manner.
Routine scheduling task are involved which are related with opening mail documents,
sending important message to employees through mail and health and safety aspects of
employees.
Products V/S Marketing.
Products are related with the goods that are supplied by the company for example Cad bury
chocolates. Marketing is related with creating awareness so that people can easily purchase the
products.
There is effective relations between marketing and administration functions as important
decisions are taken about which plans and policies should be adopted which increases sales for
firm.
Information and Communication: They covers all form of communication channels
and equipments which are helpful in communicating with customers of cited firm. Businessman
are using these technologies to store data of their customers and share data by using external
communications tools and techniques. ICT are related with buying and installing new software,
system updations, user assistance programmes, maintenance of companies websites and back
office systems which are designed for clearance.
Production and Distributions v/s marketing: The marketing department has the
responsibility of keeping records of how much goods are produces on each day. So that targets
which are assigned to them can be easily achieved. It is also responsible for manufacturing and
assembling goods from production line. Various technologies are included like automated robots
which are helpful in production. Quality control of different goods and converting of raw
materials into finished goods (Sheau-Ting, Mohammed and Weng-Wai, 2013).
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Distribution functions are helpful in assuring that goods and services are reached to final
consumers on time. They should be delivered to consumer when they demanded at right place
and right time. Packing, labelling and dispatching is also function of distribution channel.
Human Resource: These functions in cited organisations are related with recruitment,
retention and dismissal of employees. Training and development programmes are organised for
employees so that they become familiar with work environment. It is also helpful in enhancing
knowledge of employees (Khan, 2014). These are important functions for every firms as they are
helpful in ensuring health and safety of employees who are employed to work in Cadbury. This
is an important function of marketing as this departments has the sole responsibility for planning
all the activities and recruit best employees who can produce effective results. These functions
are helpful in recruiting and selecting employees who can carry out business operations.
The customer service function is related with marketing as it fulfils the different needs of there
potential users.Customer Service Functions: It helps in serving different needs of customers
before and after customer has purchased the products. It helps in ensuring that problems which
are faced by customers are solved. Taking feedback from customers helps in ensuring that
products ans services offered to customers satisfy their needs and wants. If feedback is negatives
measures should be taken to ensure that problems faced by individuals are solved on time.
Providing credit to consumer so that they can easily purchase the products.
Good and effective customers services are needed by every organisations. It leads to good
impression on customers whenever he purchase goods and services. If Marketing activities are
carried out in an effective way than it will provide best services to their customers so as top
retain them for long times at work places.
Legal Departments: These departments are responsible for verifying different legal
issues within the department. It involves providing training to employees so that they can
become familiar about working on machines, scheduling time plans for completion of different
activities. Issues which are faced by individuals relating to customers products should be
resolved soon to ensure smooth working of organisations (Kim and Hyun, 2011). Legal
documents are essential written documents which are useful for every business organisations.
Government has made it compulsory to fill these written legal documents by employees who are
working for Cadbury
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Operations Departments: These functions are related with designing and controlling of
various functions of Cadbury. Various process are involved in operations which are essential for
making innovations in existing products, Effective monitoring of all activities which are related
with operations. Departments which are involved in manufacturing process are required to
design products efficiently.
P3. Marketing mix of Cadbury and Nestle to achieve business objectives
Marketing mix is a most significant term in relation to marketing plans and policies of
business. This includes seven elements which are product, price, place, promotion, process,
people and physical evidence. Effective use of marketing mix by organisation helps in increasing
profitability with significant sales of products and services. The seven elements of marketing mix
of Cadbury and Nestle are described as follows (Lamb, Hair and McDaniel, 2011).
Marketing Mix of Cadbury:
Marketing mix of cited firm are helpful in analysing brands of firm which involves 7 Ps
and thus they are very essential in describing marketing and business strategies which are linked
with cited firm.
Product: Cadbury product ranges are very high. They are categorised according to different
seasons and vary as per sales in every country. Standards products are manufactured by
company. It promotes their products by expanding variety in chocolate range according to
different festivals like Christmas in which chocolates are preferred most. This helps in
increasing sales and profit for company. Products line are not limited to chocolate ranges but
their product lines has also expanded into beverages and desserts goods. Products are
segmented according to different geographical and demographic locations. It has started
ventures into ice cream and biscuit lines. Larger product lines are helpful in catering demands
of larger populations according to target market segment. Different variety of cadbury products
includes Bournville, fruit and nut, five star, perk, caramel cakes, bytes etc. This industry is
expanding at rapid growth rates and thus they have experienced huge profits in their business.
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(Source: Cad-bury, 2017)
Price: Prices are charges according to their qualities. Prices are different for different products
like high prices for Bournville. Low prices products are designed to carter necessity of different
segments. Examples of less price goods includes eclairs, perk and Five star. Marketing mix of
Cadbury pricing strategies are based on competition level in market, demands in economy and
packing strategies. Other options for customers are based on various size of products. Prices are
designed strategically so that targeted segment can be easily identified. On various occasions
like birthdays these products are packed in gift boxes as greeting for people to wish them on
special happening. Prices of these packages are economical so that people can easily purchase
them. Marketing activities are helpful in reaching large number of customer segment so as to
makes products available according to differential taste and preferences. Health drinks pricing
strategies are also designed keeping in mind target customers.
Place: The products of cited organisations are available around the globe. Various distribution
outlets had made a greater impact on global market conditions. Products availability has made
huge customer base for the products as they are available at any place around the world.
Convenience of products in rural and urban regions has helped company to create brand
awareness about products manufactured by Cadbury. Distribution outlets had made possible to
reach customers in huge amounts which had increased profit for company. Profits are made in
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Illustration 1: Cad-bury

term of revenue generation and customer base. It has world wide presence which has made its
name in more than 200 countries (Kmalhotra, Birks and Wills, 2013). This implies that
distribution outlet plays important role in making good images of products. Products are also
available offline through different websites which are dealing in retail industries.
Promotion: Various promotion strategies are used by cited organisation in promoting their
products and services to large customers. Promotions can be done by using different tools like
advertisement in newspapers, television, radios ,leaflet, online websites, Boucher etc. Company
had made substantial efforts to make products reach to large number of customers and create
awareness about company goods which are manufactured by them. Tag-lines are used to cater
attention of large number of customers such as “Kuch mitha ho Jai”. They also reflect that
brand awareness is created in world of sweets. Various brands of Cadbury like Bournvilla
reflects the message “like you earn it”. Brand ambassadors are used in promoting their products
so as to make perception in minds of people about products and services of cited organisation.
No stones are left unturned in promotion of their products so that it can reach to large audience.
(Source: Promotions of Cad Bury, 2017)
People: Cedbury understand differential needs of customers and its employees who are involved
in manufacturing process. If working environment is healthy and employees are happily
working in organisations than they will serves their potential customers in effective manner.
Designing of internal marketing plans should be effective as they are helpful in successful
implementations of external strategies related to market place. Various aspects are included in
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Illustration 2: Promotion of Cad bury

internal strategies which includes recruitment, selection, training and motivating employees in
organisations. Satisfaction of employees is an important aspect as it helps in retention of
employees for long term at Cadbury.
Process: The standard process for making chocolates is same for cabdury all around the globe.
Various products are launched in specification with quantity, cost and size and flavours. The
manufacturing plant uses same plans for shaping size and quantity of chocolates.
Many cultures and languages are followed around the globe and thus it design
advertisement according to understanding of people in order to make people easily approach the
concept.. Information about manufacturing and expiry of products are written according to
languages of different people so that they can easily understand its content.
Physical evidence: This is related with providing evidence like delivery of products to
customers which were demanded by them. Products of cited organisation and business are
looked at the market and they are beneficial in increasing growth for organisations. Evidences
are termed as presence of business activities (Mintz and Currim, 2013). Branding is also
concept of physical evidence as they whenever person thinks of chocolate Cadbury is the first
brand which clicks in customer minds. Market leaders have to provide their evidences at places
so as to perceive brand image of the product.
Marketing mix of Nestle:
Product: It is the world greatest good and nutrition company. It products are spread
across many countries which includes daily products like chocolates, candies, milk powder,
water bottles etc. It is the largest brand in terms of selling milk products. Various products are
launched at market places with help of research and development activities. It helps in
identifying differential needs of customers according to their taste and preferences. Raw material
for processing food products are packed in tetra packets which are helpful in preserving milk
products. Compliance regarding product are provided to customers including all legal aspects. If
they are any complaints by customers regarding products then these issues are given first priority
and measures are taken to resolve them.
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Price: Prices are kept flexible which is the main reason of success in global market place.
Products are sold to customers at low prices but their quality remains same. Rates of products
can be maintained at sustainable position because there are various pricing strategies which are
designed for Nestle. Prices are economical which can be easily affordable by all customers who
are willing to consume Nestle products. If consumers are purchasing products in huge or bulk
quantity than they are given discounts at markets which are linked with whole sellers.
Place: Mostly products are manufactured in Europe and it is their main business areas. Its
goods are available all around the globe and thus it has increased profits in this global market
place. Products are passed through different distribution channels and thereafter they are
available at the market place (Yu-Jia, 2012). At different outlet variety of product ranges are
available for customers. Company is taking efforts to expand its product lines through different
outlets.
Promotion: This strategy is well planned by company so that they can achieve multiple
amount of money which was spend in promotion of company products. Advertisement about
products and services are given in various media which includes print media like leaflet,
Pamphlet, broadcasting like radio and television and online in which advertisements are given
on different websites. Message which are reflected with help of sign boards and hoardings at
highways are helpful in capturing attention of large public. Limited companies are offering
popularity in brands when new products are introduced at market place.
People: Person who are involved in manufacturing process and those who will be
consuming goods and services. These peoples are provided training about working on machines
so that they can carry out the work in proper format. Customers satisfaction are given importance
so that they can become loyal customers. Unique selling propositions are provide by companies
in order to provided good services (Gordon, R., 2012).
Process: Methods by which services are delivered to their potential customers. It also
includes various tools by which products reaches at final stage. Importance are given to service
delivery in Nestle. Before determining services effective plans should be made which are helpful
in delivering goods to potential customers.
Physical evidence: Services are intangible which means that they cannot be touch and
seen. To make services effective tangible things are provided with services. Evidence are related
with providing effective customer services which helps in increasing profits.
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P4 Marketing Plan for Cadbury
Designing of market plans are essential for every business organisations as they are
helpful in achieving set goals and objectives for organisations. Effective planning are helpful in
formulations of plans and procedures by which activities are carried in planned way. If all the
plans are designed effectively there will be proper work flows in different organisation and thus
task will be completed on time. Plans are made with marketing strategies and objectives to carry
out various activities linked with cited firm.
Marketing Objectives of Cadbury:
 Provide good quality milk products to its customers.
 Responding towards problems of customers.
 Timely and accurate delivery of products and services to customers.
Strategies which are defined for planning process includes:
Market Penetration: These strategies are adopted when the product are newly introduced
in market. Prices of products are kept low initially to capture large market shares. When product
become stable achieve growth than prices of products are increased high.
Market Development: Market can be expanded by increasing in products lines or making
innovations in existing products. This strategy in helpful in capturing large market areas and
increase growth for organisations (Khan, 2014).
Marketing plans for Cadbury includes:
Customers of Business Entity: Marketing strategies are helpful in identifying their
targeted and potential customers who can purchase their services. Identifications of customers
are helpful as they can increase growth of organisation by consuming their services. Customers
are analysed with helps of different strategies which includes Segmentation, Targeting and
positioning which are described below:
Segmentation: This strategy is related with dividing large markets into smaller segments
in relation to various factors like demographic, race, caste religion etc. If market are divided
according to different factors than they are helpful in identifying needs of individuals and
accordingly changes can be made in goods manufactured by Cadbury.
Targeting: Identification of potential markets where products of company can be easily
rendered to individuals. Target areas are assigned in which products will be sold to customers
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according to their demands. Demographic factors are used which are helpful in deciding target
customers which includes youngsters and children's as chocolates are mostly preferred by them.
Positioning: It is related with making positions in minds of customers so that they can
will not switch on other company products. It helps in creating good perceptions about different
services in customers mind so as to maintain brand loyalty about products and services of cited
organisations (Helm and Gritsch, 2014).
Control measures which are adopted by Cadbury includes:
 Chocolates should contained minimum quality products in manufacturing and
designing.
 Information about products should be clearly mentioned.
CONCLUSION
From the above report it can be concluded that marketing activities are essential for
growth and success of organisation. Activities which are related with marketing are helpful in
delivering products and services to customers. Awareness about products and services are also
generated with the help of marketing plans. Different plans are created for making effective sales
for Cadbury. The main objective of marketing is to identify differential needs of customers and
satisfy them by providing products according to their specific needs. Marketing mix are systems
which are designed for formulation of plans and policies which are helpful in growth of
organisations. Comparison between Nestle and Cadbury are done to evaluate different plans and
policies which are adopted by organisations in order to attain growth and success.
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2017].
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