Marketing Essentials Essay

This essay explores the fundamentals of marketing, analyzing Cadbury's marketing strategies, including its marketing mix, interdepartmental relationships, and a comprehensive marketing plan for its walnut dairy milk chocolate.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1- Marketing concept and current trends and future trends....................................................1
2- Overview of the marketing process ...................................................................................2
3- Roles and responsibility of marketing manager in Cadbury-.............................................2
4.Inter-relationships between marketing and other functional departments..........................3
5- The value and importance of the marketing role in the context of the organisation..........4
6- Significance of having effective interrelation within different functional departments....4
7. marketing mix of Cadbury and nestle-...............................................................................5
8. Prepare Marketing plan .....................................................................................................8
CONCLUSION..............................................................................................................................11
.......................................................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Marketing deals with sales and promotion of the products and services to capture the
large market share so that sales target can be met. It is the process through which company can
make people aware and can spread information about goods and services to mass audience. This
is the best way of promoting brand and expanding operations across the world. Present study is
based on Cadbury, a leading brand in chocolate industry and was set up in Birmingham, England
in 1824. the founder of the company was John Cadbury (Baker, 2016). It operates in almost
every country around the world. In this report, a detailed study on marketing of Cadbury is
discussed in this report. Study will compare marketing mix elements of Cadbury and Nestle. In
addition, marketing plan will be prepared for promoting the product successfully.
TASK
1- Marketing concept and current trends and future trends
Marketing is considered as one of the most important function as it helps business in
reaching to mass audience and increasing awareness among people. Various concepts of
marketing are described as below:
 Product concept –This concepts pay attention on the aspect that consumers buy such items
that are easily available in business and are affordable to customers. Companies always
look on improving production capabilities and improving distribution efficiency as well
(Singh, 2018). By following this concept Cadbury can meet with its organisational goal.
 Selling concept - This concept explains that consumers buy such products which are
promoted by firms in effective manner. Management of the firm make hard efforts to
increase sales of the goods and services and this supports the business in raising
profitability. Though, it does not majorly concentrate on fulfilling needs of consumers.
Selling concept mainly focus on making profit through increase sales of the product. Thus, it
would be better for Cadbury in order to enhance sales volume.
 Marketing concept – Cadbury company also follow this concept because company make
profit and can raise satisfaction of consumers. This concept pay attention on needs of
buyers and try to fulfilling their requirements. Companies identify requirement of buyers
and create value for them. This is beneficial in order to make people loyal and retain them
in firm for longer duration. Cadbury follows marketing concept, it offers satisfactory goods
to its consumers that is why its buyers are highly satisfied and loyal towards brand.
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Current and future trends
Currently companies are using social networking sides, TV advertisement in order to
promote their goods and services. Use of Face book, Twitter gain attention of buyers and firm
become able to reach to mass audience (McDonald and Wilson, 2016). Involvement of
celebrities is another current trend of marketing. Future trends would be use of artificial
intelligence. This would help in promoting the brand in most significant manner.
2- Overview of the marketing process
Marketing process is the direction through which enterprise prepare its marketing plan and
market its products successfully.
 Situation Analysis: This is the first phase in which company has to analyses internal and
external situation of the firm. SWOT analyses is the model that supports in analysing
internal situation of company. On other hand PEST is another model that helps in
identifying external market position of business unit (5 Marketing Concepts Explained with
Examples, 2018).
 Objective- This is another phase of marketing process, Company has to set its marketing
objective. This helps in developing effective marketing strategy so that objective can be
accomplished (Gupta, 2016).
 Marketing mix- This is another process in which companies are required to make effective
marketing strategy so that overall goal of company can be accomplished. Product, price,
promotion, place etc. are various element of marketing mix. Cadbury has to ensure making
effective strategies related to these elements so that it can met with its organisational goal.
 Strategic planning: Company has to make effective plan so that strategies can give positive
results and firm can run operations in smooth manner (Kozlenkova and et.al., 2015).
3- Roles and responsibility of marketing manager in Cadbury-
Marketing manager has to perform various role in business unit. There are so many
responsibilities of marketing manager in the company, these are explained as below:
Role of marketing manager
Marketing manager plays the role of communicator. Manager is responsible to
communicate with consumers and employees. Manager of Cadbury has to communicate with
other functional unit as well so that other departments can also perform well. Marketing manager
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plays the role of evaluator, individual has to evaluate the results whether company has received
benefit through marketing process of not.
Responsibility of marketing manager
 Marketing manager is responsible to make effective plan, effective planning aids in
minimising uncertain event and minimising risk of business unit.
 Marketing manager has responsibility to make accurate and clear strategic plans to
allocating resources and achieve goals.
 Manager of marketing department is responsible for conducting market research.
Individual has to gather information about current market trends, needs of consumers
and have to make changes in its strategies accordingly (Fahy and Jobber, 2015).
 Marketing manager of Cadbury is responsible for evaluating the progress, individual
has to look upon return on investment. This helps in analysing actual success of
marketing plan
 Resolve customer complains is another duty of marketing manager of Cadbury.
Individual has to listen issues of customers and have to provide immediate solution to
them so that sales of the firm can be increased (Kotler and et.al., 2015)
4.Inter-relationships between marketing and other functional departments
Marketing is very important function of business unit. It always concentrates on promoting
the brand and raising sales of the firm to great extent. Marketing department is strongly
interrelated with other functional units. Relationship between several functional unit is explained
as below:
Marketing department with human resource department- Marketing department
through effective marketing strategies like advertisement on social media, television and print
media enables the human resource department in attracting the large talent pool so that the
process of recruitment and selection becomes effective. If firm fails to recruit talented people
then employees will not be able to resolve issues of consumers immediately that would affect
overall profitability of business (Dietrich, Rundle-Thiele and Kubacki, 2017).
Marketing department with finance department-
Finance department has to allocate funds to marketing department. This investment helps
the marketing department in conducting market research and gathering information about needs
of buyers. In the absence of adequate funds marketing department will not be able to manage its
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activities. On other hand marketing unit aids in generating sales. Hence finance department get
adequate funds so that company can run its operations. In the absence of marketing it would be
difficult to make balance between cash outflow and inflow (Chernev, 2018)..
Marketing department with production department-
Marketing departments gather information about needs of consumers. By this way
production department get to know what kind of goods require by clients and this functional unit
can produce such products so that consumers can get satisfied. On other hand production
department helps marketing department in offering satisfactory products to consumers and
making them loyal towards brand (Palmatier, Houston and Hulland, 2018).
5- The value and importance of the marketing role in the context of the organisation
 Marketing create employment- Marketing is essential part of business unit that supports
in creating employment opportunity in business. As through marketing, firm can rise
demand of its products and can increase its staff those who can meet this demand in
Cadbury.
 Enhance selling – Marketing is very important in order to increase sales of the firm. By
this way enterprise can enhance its profitability to great extent.
 Marketing build image – Marketing function helps in promoting the brand and create
positive image in the mind of consumers. Cadbury has strong brand reputation in market
and people have trust on its products. (Chaffey and Ellis-Chadwick, 2019).
 Competitive advantage- Cadbury promotes its brand in great manner. It uses social
networking sides in order to reach to mass audience. It has developed strong relationship
with its potential buyers. That has helped the firm in gaining competitive advantage.
 Profit maximisation – Marketing helps business in maximizing profit and expanding
business across the world.
Marketing is valuable for the business, as by this way Cadbury can make its consumers
loyal and can enhance their awareness about company’s product and services. This is the best
way to reach to mass audience and meet the organisational goal successfully.
6- Significance of having effective interrelation within different functional departments
There is strong relationship between various functional units, significance of this
relationships explained as below:
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 Effective interrelation create trust within the organisation so department member work
effectively and give accurate information . Cadbury company's all department also
interrelated so it will create effectiveness and efficiency of the team members.
 Better customer services- This strong relationship aids in producing quality products and
satisfying needs of consumers. This is beneficial in order to provide goods customer
services and developing confidence of buyers towards the brand (Pooler, 2018)
 Enhance efficiency of communication- Effective interrelationship is helpful in improving
communication at workplace and minimising confusion as well. By this way company
can satisfy its consumers and can retain its skilled employees in business for longer
duration (Chernev, 2018).
7. marketing mix of Cadbury and nestle-
Cadbury Nestle
products Cadbury is one of the leading
service industry in the name of
chocolates across the globe. It
offers wide range of products
like chocolate bars, biscuits,
beverages, cooking products,
candy, gum brands, ice-cream
etc. The product delivered by
the Cadbury world is “a
memorable, exciting and great
day out”.
Nestle is the largest
multinational food and
beverage industry. It provides
variety of products that include
coffee and tea, dairy products,
frozen food, baby food,
breakfast cereals, pet foods,
water bottle, ice-cream, snacks
etc. The top brands of nestle
are Nescafe, kit kat, Maggie,
Nestea etc.
place Cadbury has its operations in
more than 49 countries across
the world headquartered in
Uxbridge, west London,
England. The products of this
company are present at many
places and stores like
Nestle operates in more than
180 countries and has around
445 factories worldwide. They
display their products in the
malls, theatres, canteens,
hospitals, supermarket, street
vendors, bakery shops grocery
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supermarket, street vendors,
bakery shops, malls, general
stores and many more (Singh,
2018).
stores and public places etc.
Price The company adopts different
pricing strategy like skimming
pricing strategy where initially
the prices are set high to grab
the benefit of people's
willingness for the new
product and also uses
competitive pricing strategy
for its basic products and
premium pricing strategy for
its other variants.
Nestle uses demand based
pricing strategy where the cost
of each product is dependent
on the demand of the
customers like a high demand
for nescafe and maggie induce
the company to keep its price
high. They also fix the price of
the product in competition
with the Cadbury (Kozlenkova
and et.al., 2015).
promotion This marketing mix is the vital
part of the management.
Cadbury uses various
promotional techniques like
advertisements on television,
print media and posters. It also
offers multi packs so that
customers can use those multi
packs for gift purpose. They
set up exhibitions at the time
of festivals in the malls and
stores with various promotion
offers so that the customers in
substitute of sweets could buy
chocolates at a lower price in
Nestle connects to people
through a unique way of
promotional activity that is
launching campaigns for
different products and builds
tag line for each product so
that customers get easily
attracted towards the product
(Dietrich, Rundle-Thiele and
Kubacki, 2017). It also uses
ATL marketing technique
which means above the line
marketing where a large target
audience is capture through
advertisement. They also
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bulk quantity. Eye catching
chocolate coolers are used by
Cadbury so that young and the
children get attracted towards
the Cadbury products.
utilize eye catching techniques
where the products are kept at
the entrance and exit in the
stores so that customers get
attracted and end up with
buying it.
process It delivers its product to
ultimate consumers through
different channel of
distribution that include
manufacturer, wholesaler and
retailer. For example- Cadbury
dairy milk is produced at the
chocolate factory in
Bourneville in Birmingham
and after all the quality checks
it is transported to the dealers
like super stores, shops etc
(Pooler, 2018).
Nestle manufactures its
products by using the latest
technology like they use
vending machines to serve
their customers quickly and
easily. They also deliver the
products through wholesalers
and retailers. For example-
general stores, malls, super
markets etc.
people Around 71,657 no. of
employees are working for the
company globally. They use
different practises like training
and development and
motivational tools for their
employees so that the staff get
specialisation in performing
their task and could build up
good communication skills
while dealing with the
The company facilitates
employment opportunities to
the people and approximately
330,000 people are employed
by the company till now. They
also provide training to their
employees so that queries of
their customers can be
resolved and better services
can be provided to their
customers. Employees
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customers which leads to
effective customer service.
organise various campaigns to
achieve the objective of sales
promotion in various countries
across the world (Chaffey and
Ellis-Chadwick, 2019).
Physical evidence Physical evidence is the
material part of the service that
the customer relies upon.
Cadbury has its attractive tag
line, packaging, brochures,
chocolate coolers as its
physical evidence.
Nestle had created a better
connectivity through its
evidence by setting the
vending machines at the coffee
corners with the logo of its
product nescafe and by using
different tag lines for different
products like “No break for
education” for kit kat and “2
minutes for education” for
Maggie.
Marketing mix helps in achiving bsuiness objetives- It is one of the effective tool, strategies
and covered with tactics that allows firm to promote its product and services in better mode. In
addition to it, it defined as strategies and tactics that are needed to be implemented by marketing
team in order to promote and develop these strtegies. Hence, with the above discussed marketing
mix it has been clarified that each element must be discussed effectively so proper course of
action can be taken towards it.
8. Prepare Marketing plan as per planning process.
Executive summary
Marketing plan is the process that describes overall planning of business unit. Effective
marketing plan supports in meeting the objective of business unit in efficient manner. It helps to
eactablush goals and tactics for each marketing campaign. It is comprehensive document that
aids to outlimne the marketing objetives. Marketing plasy crucial role in terms to attract and keep
customers attracted. This plan includes situational analysis. Marketing plan also covers
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marketing mix strategy it will help to reach to right consumers and meet the overall goal
(Dietrich, Rundle-Thiele and Kubacki, 2017).
Importance of marketing plan- It helps to develop the product and services in order to meet the
needs of target market. Therefore, marketing plan emphasize the strategies in order to enhance
customer based. Marketing plan aids to evaluate new opportunities exists within market. He
planning is the most crucial step that aids identifuy the needs and to go with innovation so that
customer can get attracted.
Illustration 1: Marketing planning process
(Source: Strategic Marketing Planning, 2018. )
Marketing objective :
 Increase selling of walnuts chocolate by 40% in the end of the 6 months.
 Enhance customer base and maximization of profit of that chocolate by 30% in the end of
6 months.
 It is marketing focused company and relies on satisfying the needs of its customers.
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 This firm take various initiative in terms to create new products that build on exising core
brands.
Mission statement:
 Cadbury means quality. Reputation is built upon quality and ensure continuous
improvement so that the promise is delivered.
Vision statement:
 A peaceful, equitable society, free from discrimination and based on the principle of
social justice for all.
Standard of performance
Cadbury follows legal guidelines properly. It has strong reputation in the market.
Core competences
Skilled human resource, adequate financial resources, advance technologies are the core
competence of business.
SWOT ANALYSIS-
It is framework that carried out by enterprise in order to identify the internal strenth and
weakness and its opportunities and threats. This is effective term that aids developing a
marketing plan in effective mode.
Cadbury
Strength  Brand name- Cadbury has a strong
brand name worldwide that helps the
company in enhancing its goodwill in
different countries.
 Loyal customers- The taste and the
sweetness of the product enhance the
customer loyalty towards the company.
 Large market share- Cadbury operates
its business in most of the countries
across the world so it has a large market
captured that enables the company in
achieving its sales target (Singh, 2018).
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 Global presence- Cadbury has a well
known presence globally which lets to
increase the reputation of the company.
Weaknesses  Unhealthy product- chocolate are
regarded as an unhealthy product so it
becomes a weakness for the company
as health conscious people will not buy
it.
 Lack of coverage- Cadbury is weak in
its rural distribution as India has wide
rural areas which need to be covered by
the enterprise.
Opportunities  Brand extension- Company can go for
brand extension in which it can use the
brand name of Cadbury for its new
products(Pooler, 2018).
 Sugar free candies- other than calorie
products they also facilitate the sugar
free candies which acts as a great
opportunity for the company(McDonald
and Wilson, 2016).
Threats  competitors- nestle is the biggest
competitor for Cadbury so it acts as the
threat for the company.
 Low switching cost- customers can
easily shift to competitor product so it
becomes a threat for the company as the
switching cost is very low.
Segmentation, targeting, positioning (Core buyer persona and target market)
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The STP is process that is defined as having continuous improvement in product and services to
differ market segments. It develops product in order to perceived in market. This is defined in
following manner as-
Segmentation- This aids to define the market into group of potential customers and
cadbury has divide on the basis of occupation as well as the age group in market. therefore, it
defined as marketing process depends on marketing segmentation and foundation of marketing
processes. Cadbury will apply behavour segmentation strategy. in this the decison role is played
by the children and youngsters. Thus, they play crucial role taking decison to buy cadbury dairy
milk. in addition to it, supply chain of cadbury is very very good and quality conscious.
Targeting- The main target of this firm is the children and all type of customers no matter
at what age they are. They can be yound, old, male and female.
Positioning- In this, it can be stated that cadbury dairy milk has made ultimate position in
the mind of customers. therefore, there are various promotion techniques and that can be used in
order to take the postion in the mind of customers. Thus, this are as electronic media, press
media, sign boards, with help of giving discount etc.
This would be better in order to target right consumers(Dietrich, Rundle-Thiele and
Kubacki, 2017). It will target people on the bases of age and gender. It will mainly target to kids
and young female candidates. Furthermore, differentiated targeting will be applied that would
help in targeting to mass audience. In addition, company will apply cost positioning strategy.
This would give best result to Cadbury and will help company in maintaining its position.
Marketing mix strategy-
 Product – In the range of chocolates walnut dairy milk added as a new product. Now days
people are more conscious about the health so customer will prefer walnut dairy milk.
 Price – premium pricing strategy will be adopted for walnut Dairy milk to gain the benefit
of people's desire for this new and nutritional product.
 Promotion - Promotion strategy generate awareness and influence customer to try product. It
will helps in increase customer and profit maximization of the company (Kozlenkova and et.
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al., 2015). Company will have to promote and advertise their business idea through social
media , television and newspaper.
 Place- Walnut dairy milk chocolate will be distributed across the world because Cadbury
company already have wide network and huge customer base.
Budget
Overall budget of marketing plan for the product of CADBURY would be 4000 Pound.
Marketing expenses
180 Pound
Utility bills
70 Pound
Salaries
100 Pound
Administration cost
50 Pound
Total cost 400 Pound
Evaluation and monitoiring the mrketing plans with aid of using appropriate control and
evaluation technique-
Sales analysis- It is analysis that aids to defined that how stock inventory, measurement of
effectivess of scale, effective manufacturing capacity and to perform all against it goals. In
addition to it, the cadbuyd shoud uses the break even sales analysis that aids to show that a
minimum level of sales must be made in order to make sure they do now want lose money. thus,
it aids to show the sensitive break even point.
Market share analysis- To determine the effectiveness of amrket is one of the probabale
cause. In addition to it, expansion of marketing budget is a plan that works as to working well
and to gain effective support to the enterprise. It also supports to show that how well firm is
doing with their competitiors.
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Cost profitablity analysis- It is consist of target profit plan and applying teh control
measures. There must be no change in teh strategy of marketing. Therefore, price can be
reflected with having chnages in input cost and competitiev activity.
Efficiency raito- It is ocncerned with the process with aids of ehich the plan can be
delievrd to produce outputs. In addition to it, this is concerned with the output and that can also
be determine with maximisation of output for the resources that needs to be allocated.
Hence, evaluation must be carried out in termed to define the variation between actual
and planned performance. Among all of this, cadbury uses the cost profitablity analysis so that
rator of profit and price of product mabufacturing can be identified. if there is any difference
between actual and planned then corrective action must be taken towards it.
CONCLUSION
From the above report, it is concluded that marketing plays a vital role in increasing sales
and meeting demands of the customers through different promotional strategy. The key role and
responsibility of the marketing managers is to attract the customers and to increase the
profitability of the Cadbury. Manager can use marketing mix strategy and can prepare a
marketing plan as an efficient marketing strategy so that brand image of company can be
enhanced.
Recommendations
 Cadbury should work as to identify the needs and wants of customers in order to cater
their demand in relation to specific commodity in market.
 In present senerio, the most of the customers are the health consicous so that they need to
produce the commodities that contains low calories.
 The quoted firm should provide customer the better quality commodities at the resoanble
price so that it can attract the customers.
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REFERENCES
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Dietrich, T., Rundle-Thiele, S. and Kubacki, K., 2017. Segmentation in Social Marketing.
Springer Singapore:.
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Gupta, D.K., 2016. Everything is marketing: an analysis of functional relationships of marketing
and libraries. DESIDOC Journal of Library & Information Technology. 36(3).
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Kozlenkova, I.V. and et. al., 2015. The role of marketing channels in supply chain
management. Journal of Retailing. 91(4). pp.586-609.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
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Palmatier, R. W., Houston, M. B. and Hulland, J., 2018. Review articles: purpose, process, and
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Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Singh, S.K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
Simplified Tax System: Challenges and Remedies 1(1). pp.390-349.
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through<https://iedunote.com/marketing-concept>
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