Marketing Plan and Analysis

The provided report discusses the importance of marketing within an organization, highlighting its role in communicating product or service benefits to customers. The report outlines various marketing roles and the need for a marketing plan to guide efforts towards achieving desired market outcomes. A budget report is also included, detailing costs incurred in the first year, with higher costs associated with marketing activities such as promotional, sales publicity, and direct selling expenses.

Marketing Essentials

CONTENTS
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function............................................................1
P2. Role and responsibilities of marketing related to the other functional unit..........................3
TASK 2............................................................................................................................................4
P3. Application of marketing mix...............................................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan.......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the set of activities that are performed by a company for promoting
its product or services in front of customers for influencing them to purchase for the same.
Marketing plays an essential role in attracting the customers toward the product or enhancing the
brand image (Baker and Saren, 2016). This report is about Cadbury which is headquartered in
west London and is second largest confectionery brand. It belongs to food and beverages sector
that offer product in category of milk additives, chocolates, candies, biscuits cookies etc. This
report elaborates about the roles and responsibilities of marketing function and their
interrelationship with other functional unit. It also provides detailed information about marketing
mix and marketing plan.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing is defined as the process through which the good or services are moved from the
area of its production to final consumer. It includes a set of activities that are performed for
promoting the product or services offered by company to its target market with an aim to satisfy
the need of customers and achieving higher revenue. Cadbury is best known for its marketing
strategies and promotional activities that it performs for attracting customers toward its offers.
Cadbury mainly focuses on customers’ changing demand by determining the current as well as
future trends that are prevailing in market (William and Zikmund, 2012). For instance Cadbury
offer its chocolates in different packaging style as per the current trends over special occasions
such as friendship day, Christmas etc. Another example that can be used for future trend is that
new products that it bring new market after assessing the future demand of customers to remain
sustainable in market which includes Cadbury Oreo, new flavour of Bournvita with additional
benefit.
Apart from this marketing requires a step by step execution of its activities in order to
achieve effective result. The process consists of four stages which are followed by Cadbury for
maintaining its marketing position but these can be better understood using following points:
 Situation Analysis: - Under this situation a company evaluate the external environment
in order to determine the information regarding the opportunities available, changing
demand of customer and competition present in market. In this stage Cadbury try to
determine the demand of customers to make changes to its current product. s
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 Marketing strategy: - After determining the current market situation next step taken by
Cadbury is to formulate strategic objectives that are required to be achieved for
maintaining its position in market.
 Marketing mix decision: - Once the strategic plan has been formulated next step taken
by Cadbury is to make strategic decisions for controlling the marketing mix. This
includes product development, pricing, promotion and distribution (Baack, Harris and
Baack, 2013).
 Implementation and control:- This step involve the execution of plan that has been
made by company in order to achieve desired objective. It requires Cadbury to work over
the direction that is planned and the outputs are monitored and adjusted as per the market
changes.
There are certain roles that the marketing department has to consider while performing its
operations in market place. These roles are explained below:
 Pricing:- It is one of the major role that a marketing department has to perform under
which the prices of product are set that includes factors like cost of production, price of
competitors product, governmental policies, rate of profit etc. Marketing department of
Cadbury fixed the prices of product in a way that company can earn its profit and each
customer will be agree to pay that price over competitor’s product.
 Promotion:- Under this role marketing department organise certain activities for
interacting with its targeted customers and making them inform about company’s offers
(Silberschatz, Galvin and Gagne, 2014). The marketing department of Cadbury organise
several promotional activities like campaign, TV advertisement, Billboards etc. For
promoting its product and attracting customers toward it.
 Marketing information management:- In this role the marketing department conduct
research over its target customers for determining their need and want for aligning
product as per the requirement of customers. In Cadbury marketing department keep on
collecting and evaluating the information about changing demand of customers and then
use it to add new flavours to its current product for satisfying changing demand.
These all are the roles that a marketing department has to perform but in addition to these
there are certain responsibilities that a marketing department has to perform some of them are
explained below:
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 Strategy:- The marketing manager or other senior manager of marketing department are
responsible for formulating strategies regarding the activities to be performed for
enhancing the image of company in front of its customers (Joshi, 2012). Marketing
department of Cadbury has an excellence over developing marketing strategy that
supports them in maintaining its market position. Some of them are targeting all age
people, connecting commercials with emotions and rituals of people etc.
 Product development:- It is a responsibility of marketing department to collect the
relevant information about the changing demand of customers and then making product
department informed about such market trends. so that the product or services can be
produces as per the current demand (Responsibilities of Marketing Department, 2018).
Under this marketing department of Cadbury collect information regarding the customer
demand and competitors’ strategy that are used by them for informing production unit.
This support company in bringing new or more satisfactory product that help Cadbury to
maintain its position in marketplace by keeping its customer happy.
P2. Role and responsibilities of marketing related to the other functional unit
Marketing plays an essential role toward the growth and devlopment of a company by
promoting its name in market place by making customers aware about the product or services
offered by company. But the marketing function doesnt perform its operation in isolation it
requires the support of other departments in order to perform their operation effectively and i n
informed manner. The interrelationship between the marketing and other function unit of
cadbury can be better understood ussing following points:
 Marketing and Human resource department:- The HR unit of a company is
responsible for recruitment and managemnet of personnel working within the
organisation (Brady, 2014). Therfore, it is very essential for a marketing department of
Cadbury to communicate with the manager of human resource unit regarding the
requirement of personnel for performing their operations. This will support marketing
unit to develop an highly skilled and talent workforce that support toward performing the
marketing operations effectively.
 Marketing and finance department:- The financial unit of company is responsible for
the management and flow of fund between the department as per their required for
accomplishment of particualr task. So, the marketing manager of Cadbury must
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communicate with financial manager in order to make them inform about the fund
required for performing marketing and other promotional activities (Rossi, Allenby and
McCulloch, 2012). By mainataining a proper communication marketing department will
also be able to arrange the funbd before execution of its operations. This support them in
ensuring the timely completion of activities without getting any issue related to the fund.
 Marketing and Research & Development department:- The main function of
Research & Development unit is to analyse the information about customer and market
to determine the opportunities present. The marketing department of Cadbury must
communicate with R&D unit in order to gate the information regarding the demand of its
target customer. This support marketing manager in formulating the strategies regarding
the different approaches and promotional activities that can used for influencing
customers to purchase Cadbury products over other substitute present in market.
 Marketing and production department:- Production unit of a company is responsible
for the manufacturing of product or services for fulfilling the demand of target market.
Marketing manager must communicate with production unit before formulating
promotional strategies (Clow and James, 2013). As by communicating with production
department marketing manager will be able to learn about the ingredients that are
involved in particular product of Cadbury. By using this marketing manager will be able
to formulate an effective promotional commercial that depict about the benefits that a
product provide by highlighting the ingredients involved.
These all are the point that describe about the interrelationship between the functional
units of Cadbury. An effective interrelation among several units of organisation supports in
enhancing the performance of company and also contributes toward the accomplishment of
organisational goal as a whole. Therefore, by maintaining an effective relation among functional
unit each department of Cadbury will be able to perform its operations in an effective manner.
TASK 2
P3. Application of marketing mix
It refers to the set of actions that are undertaken by a company in order to promote its
brand as well as product or services to its target market with the aim to achieving higher market
share. Marketing mix consists of seven elements that together form an effectively plan which
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support a company to achieve higher success in marketplace. Following table describe about the
ways in which marketing elements are used by Cadbury:
Elements Cadbury Nestle
Product Cadbury offers a wide variety of
product to it customer which
includes chocolates, biscuits,
candies etc. In beverages it offers
bourn vita which is one of the
leading well known brand of
Cadbury.
Nestle offer product or services in
various categories related to the food
and beverages. It includes Nescafe,
Nestle slim, nestle milk maid in
beverages. In addition to this it
provide food items like Maggie,
pasta, kitkat chocolates etc.
Price The prices are fixed as per the
quality of product like Oreo biscuit
re comes under the high range. But
on the other side chocolates perk,
éclairs and five star provide the taste
of Cadbury at lower price (Silver
and et al, 2012). Hence, Cadbury
deal in variety of product which is
comes under different prices.
The prices of products are generally
depends upon the market position and
competition prevailing in market.
Like Nescafe and Maggie are traded
over skimming pricing strategy
because the competition is very low
as these product are rich in taste. But
on the other hand price of products
like Kitkat, Munch are relatively
lower because of the competition
present in market.
Place Cadbury offer its product throughout
the world through it’s widely spread
distribution channels which deliver
companies product worldwide.
Cadbury is spread in more than 200
countries.
Nestle networks is larger in European
countries as compare to others where
approx 90 percent of sale come from
that region (Lovelock, 2011).
Promotion Cadbury is well known for its
promotional strategies as it uses a
variety of medium for promoting its
products. It includes TV
Nescafe uses several marketing
strategies for promoting its brand. It
includes advertisement, posters, TV
commercials, marketing campaign,
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commercials, newspapers, online,
radio, posters etc. It also uses
taglines to connect the story of its
TV commercial with feeling or
rituals of customer. This support
company in developing a relation
with target market.
sponsoring and many more. But in all
of these the Nescafe tune was on the
biggest advertising campaign which
position Nescafe strongly in market.
Process Cadbury follows a process which
includes several intermediaries
through which the products are
moved before reaching to its final
destination (Babin and Zikmund,
2015). In this the product are
manufactured over factories and
then transmitted to warehouses then
through suppliers these product
knots are delivered to wholesalers
here the bulks are divided into small
sets and then provide to retail
through which the consumers
purchase the products.
The Nescafe work over the culture of
providing the high quality and less
time consuming services to its
customers. For this Nescafe
restaurants are more organised and
maintained where when customer
enter into cafe, waiter are remains
ready to take order. After giving the
ordered they precede it to counter
staff where they make present the
order given by customer and then it
will be presented to customers in less
possible time.
People Cadbury is more focused toward
aligning its product as per the
requirement of its customers.
Therefore, it targets peoples from
each category with difference in
their taste and age. It target people
from all age i.e. from child to old
age people. In addition to this
Cadbury also heir people who have
good knowledge of chocolate
As Nestle operates its business in two
ways either through retailers for
selling of its products like chocolates
and other or by marinating restaurant
chain which provide food and
beverages together (Armstrong and et
al, 2015). So in order to perform its
operation effectively in this
competitive environment, Nestle
arrange regular training program for
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flavour and other ingredients used
for production in order to maintain
Cadbury position in market.
their employees to develop the skills
and capabilities among them. This
will support in providing better and
satisfactory services to its customers.
Physical
evidence
Cadbury is more focused about
presenting physical evidence for
customer who visits stores in order
to grab their attention also remain
recognised in market. For this
Cadbury pay extra money to its
retailers for adopting store front
product display strategy in which
store managers arrange the Cadbury
product in store front for grabbing
the attention of customers toward
company’s product.
In its cafes Nestle uses several
physical materials or instruments to
evident the brand and its quality
product for attracting customers
toward it. This includes logo of
Cadbury which is generally printed
over a paper that are hanged on the
roof of the cafe’s hall. Apart from this
the uniform of staff also shows the
discipline and positive a peaceful
environment of cafe attract customer
to spend their time at such place.
TASK 3
P4 Marketing plan
Marketing plan refers to a written document that outlines the objectives that a company
want to achieve along with the marketing effort that it requires to make (Ahmed and Rafiq,
2013). This document depicts about the way in which company implement its marketing strategy
and utilise available resources for accomplishing its goals and achieving marketing success.
Marketing plan support company in determining the path through which they can achieve set
objectives. The marketing plan of Cadbury can be understood as follows:
Overview of the company:
Cadbury is a multinational confectionery company which is headquartered in west
London and is consider as the second largest confectionery brand. It offers products under food
and beverages category which includes chocolates, milk additives, candies etc. Cadbury perform
its operations in more than 200 countries throughout the world.
Mission: The mission of Cadbury is to continuously improvise the quality of product for
delivering the products that are rich in quality and taste.
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Vision: The vision of CADBURY is to maintain the brand name for making it first
priority of customers.
Marketing objectives
The main objective of Cadbury is to achieve the maximum sale from the products that are
currently offered to market. But in order to accomplish this goal it is very essential for Cadbury
to decide the SMART objective that are Specific, Measurable, Achievable, Reliable and time
bound. Following are the objective that Cadbury want to achieve.
 To launch a new range of flavoured milk
 The main aim of Cadbury to increase its sale by 20% in 3 months i.e. by march 2019.
STP:
It can be defined as the combination of three basic approaches that support a company in
formulating an effective marketing plan which includes Segmentation, targeting and marketing
(opolšek and Čurin, 2012). This focuses on identifying the area of potential customers that can
be targeted for position of product into that particular area of interest. The STP approach of
Cadbury is given as under:
Segmentation: It refers to the process of identifying the number of potential customers
for offering the product or services which are then divided into small segment of customers as
per the homogeneity in term of their need or taste. Cadbury offer its product to a large number of
people and it segments its customer on demographical factors.
Targeting: After dividing the market into segments, next approach focuses on targeting
customer with promotional activities for attracting them toward the product or services. The
target market of Cadbury is broader as it target people of infinite age as it offer chocolates from
child to old aged people.
Positioning: Under this step the company position the locus of its product in the mind of
customer as a solution of their demand (Huang and Sarigöllü, 2014). Cadbury position itself as a
part of celebration for a person which is the main reason behind its success and position in
market.
Swot analysis of CADBURY
Strength
 Cadbury offer its products in various
flavour and in different sizes that are
Weakness
 The negative publicity due to defective
chocolate bar affected the image as well
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affordable to everyone.
 It has a great network for distribution
throughout world which helps in
circulating its product internationally.
as sale of company.
 The high price of product sometime
influences the customer to switch the
brand.
Opportunities
 Cadbury must try to manufacture its
personal store for candy and chocolates
despite of selling its product through
retail shops.
 It must try to strengthen its market
share in rural area for maximizing the
market share.
Threats
 The changing habit of customers
toward healthy food and avoidance of
sugary or fatty food item leads to
decrease in sale of chocolate.
 Increasing in competition from Nestle
is one of the major threats which affect
the sale of company.
Marketing budget:
Particulars 1st year 2nd year 3rd year 4th year
Initial money 12000 8000 5000 5000
Investment 8000 70000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
12000 1000 3000 4000
Promotion 5000 3000 5000 2000
Sales
publicity
4000 2000 1000 2000
Direct
selling
4000 2000 1000 1000
Total 25000 8000 10000 9000
From the above budget it can be depict that the cost incurred in first year is relatively
higher which is around 20000£ and the cost incurred during marketing activities are also very
higher that includes promotional, sales publicity and direct selling expenses around 25000£.
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CONCLUSION
From the above given report it can be concluded that marketing plays an essential role in
communicating the benefit of product or services to its customers. Marketing function within an
organisations perform several roles by interacting with other functional unit for promoting the
brand as well as product of the company. But in order to achieve the positive result from
marketing efforts it is very essential for a company to prepare a marketing plan that provide the
guidelines to achieve desired objectives in marketplace.
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REFERENCES
Books and Journals
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Armstrong, G and et al, 2015. Marketing: an in
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
opolšek, D. and Čurin, A., 2012. The role of employee relations in the level of internal
integration between logistics and marketing functions: the case of Slovenian retail
companies. Organizacija. 45(1). pp. 3-13.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
Silver, L and et al, 2012. The essentials of marketing research. Routledge.
William, K. and Zikmund, B.J., 2012. Essentials of marketing research. London: Cengage
Learning.
Online
Responsibilities of Marketing Department. 2018. [Online] Available
through<https://smallbusiness.chron.com/responsibilities-marketing-department-
69931.html>./
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