Cadbury Marketing Strategy Analysis

This assignment delves into Cadbury's marketing strategy, examining its application of the seven Ps (product, price, place, promotion, people, process, physical evidence). The analysis includes a breakdown of their marketing budget allocation across various activities like social media promotions, print advertising, and local campaigns. The report also assesses Cadbury's internal strengths and weaknesses, along with its objectives and competitive landscape. Additionally, it evaluates the company's overall marketing plan to identify areas for improvement and future success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function..............................................................1
P2 Relate roles and responsibilities of marketing to organisation.........................................4
TASK 2............................................................................................................................................7
P3 Application of marketing mix for planning process..........................................................7
TASK 3..........................................................................................................................................11
P4 Marketing plan for organisation......................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is a business activity to promote and sale products and services, it includes
various market research and advertisement programs. It is a procedure of management by which
different products and services are delivered to potential customer, with the help of this
organisations can make direct contact with their consumers and tell them about specifications of
goods and services. Generally marketing describes four main aspects of firm which are Product,
price, place and promotional strategy these helps in determining needs, demands, preferences
and satisfaction of customers (Aaboud and et. al., 2017). Basically merchandising is a procedure
of creating value for customers and getting back some value from those consumers. This project
report is based on ''Cadbury'' which is a multinational confectionery organisation located in
United Kingdom. It is world's second largest company of confectionery and currently it is
operating in approx 50 countries all over world. Along with this, it has strength of around 71,657
employees, it has democratic management style. In this report various roles and responsibilities
of its marketing function has been explained, also its business plan has been evaluated to
determine its marketing essentials.
TASK 1
P1 Roles and responsibilities of marketing function
Market is a place where number of buyers and sellers come together to sell or buy any
product or service in exchange of some value. Marketing is a managerial process which help
organisations to identify customer needs and demands, so that they can manufacture product or
services as per the demand of consumers to enhance their productivity and profitability (Aad and
et. al., 2012). Appropriate merchandising strategies can lead Cadbury to a higher position and it
can also help company to compete their existing and up coming competitors in market place.
With the help of this, firm can provide proper value , satisfaction and quality goods to its
customers. Marketing function plays key role in the business operations, some of the
merchandising functions of Cadbury is following as under :
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(Source: Marketing functions, 2017)
 Marketing information system : This information system helps in making decisions
related to marketing, it involves different individuals, information, tools and processes to
make merchandising decisions. Basically it gathers data of market from various internal
and external sources of business enterprise which improves product, price, distribution,
promotion and packaging. Information system give guidelines to business mangers to
make marketing plans for evaluating buying behaviour of customers, also it help mangers
in analysing different market strategies of their competitors. Appropriate information
system helps in organising collected data, avoid crises, arrange merchandising programs,
and creates a wide position in market place. Cadbury can utilize it as a storing device to
store important information (Hasan, Thomas and Mansour, 2016).
 Distribution : Basically it means allocating something between different individuals. In
this function of marketing product is carried out from one place to another place. In other
words it is a process of transporting product from its production place to utilisation place.
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Illustration 1: Marketing functions, 2017

After manufacturing products it become necessary to distribute those products to
potential customers. Distribution plays an important role in merchandising of goods and
services, as it includes transportation and storage of those product and services. It
transport goods to those locations where individuals can easily buy them. It includes four
major components such as transit facility, stock, warehouses or storerooms and order
process.
 Product management : It can be a thing, material or substance which is manufacture by
business organisations to fulfil need and demand of individuals and results in
organisational sales. It can be in any form like goods or services which is offered by
seller to fulfil the requirement of buyer in exchange of some value. Products are
significant for manufacturing companies, it starting stage they are raw materials which
are converted into finished goods. It is also known as merchandise as they are the main
object of merchandising functions, without this no company can increase their
profitability. In Cadbury, their main product is its tasty chocolates which are offered to
fulfil individual's requirement.
 Pricing : Price is a amount of money which is paid in exchange of something. In business
organisations. Pricing is the foremost function of marketing in this mangers decides price
of each product on the basis of its quality. merchandise price is influence by its cost of
manufacturing, government policies, profit rate, price list of competitor's product etc.
when business mangers fix price of product then they should consider that it would not be
so much and also it should enough to gain organisational profit (Baines Fill and Page,
2013). High prices of product influence negative impact on its sales. Mangers can take
help of market research to decide right price of product.
 Promotion : It is known as process of advertising goods and services of company. With
the help of this Cadbury can promote its brand in all over world. After pricing and
distributing product it become essential to promote that particular product. Through this
company can attract new customers and also retain existing consumers. According to
environmental changes company should also change their promotional plans. It reveals
information about product so that customers can go and buy them to fulfil their
requirement. There are four types of promotion which are advertisement, sales
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promotion, publicity and personal merchandising. It is a wide concept which influence
the profit and loss of any organisation.
 Selling : It is the second last function of marketing it is done after pricing, distributions
and promotion. It make goods and services available so that customer can purchase them
to carry out their needs and demands. Through selling business organisation provides
customer satisfaction and also make product available in right place at right time. It
communicates the advantages of product or services by various promotional programs. It
can be done through online, offline and personal selling. In present scenario, online
marketing is more popular because through this company can minimise cost of order
process. On the other side personal selling is a technique of promotion which attracts
more customers.
 Financing : For operating other marketing functions company needs high financial
sources because without appropriate capital business activities can not be done. The cost
from bringing raw materials to transporting them in the hand of end user is generally
comes under financing.
Hence, these are the marketing functions of Cadbury which helps it in focusing more on
its production, provide concentrated strategies, give marketing advantages and maintain long
term profitability. Merchandising is essential for business management as it helps in cost saving
through operating systematic production and minimise wastage (Babin and Zikmund, 2015).
Choosing appropriate advertisement and promotional programs can allow organisation to achieve
potential customers. Through advertising, company can display its product repeatedly and easily
retain customers which results in high financial growth. With the help of different merchandising
types such as print advertising, television & radio, direct mail and telemarketing organisation
can enhance its growth and development.
P2 Relate roles and responsibilities of marketing to organisation
Every business enterprise is established to produce products or services, only producing
them is not enough, it is essential to make marketing strategies for them so that customer can be
aware about those goods or services and can buy them from markets. Marketing strategies of a
company influence the different function Cadbusry such as production, management, customer
service, distribution, finance, human resource, sales and production (Baker and Saren, 2016). So
it can be said that success of manufacturing companies is totally depends upon its marketing
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plans and strategies. Merchandising function of company promote its products and services
through advertisement so that people can get knowledge about products and they come to buy
them. There are various functions of Cadbury in which marketing department plays significant
role, which are discussed below :
 Corporate image : New and innovative strategies of merchandising can build strong
goodwill of company. It is the responsibility of marketing mangers to increase reputation
of company through various promotional program so that product can attract more
customers. Product promotion helps in enhancing organisational growth and
development. Generally most of individuals go for that business enterprise who have
great image in market place. So it can be said that growth of a company lies upon its
positive image in the the mind of customers.
 Effective planning : It is a significant role of marketing department through their
effective planning company can produce and sell a huge number of products which
results in high financial profit. It is duty of merchandising section to make effective plan
and if there is any kind of error is found then they are accountable for that mistake
(Banerjee, 2013). Through making effective plans it can minimise production cost and
increase efficiency of both employees and products. Appropriate planning results in high
profitability, productivity, employee retention and future growth which is very much
beneficial for organisation.
 Relation of marketing with Finance: Information collected by the marketing team of the
company will be used in making changes of the sales and promotional strategies so
accordingly finance department has to issue their funds to these departments.
 Strategy maker : Most of strategies of business enterprise is done by its marketing
department. Effectiveness and efficiency of company is improves by successive
merchandising strategies. It is one of the most important responsibility to make schemes
according to the customer needs and demands. While making marketing strategies
merchandising mangers should consider the environmental changes because they effects
the performance and development of organisation. This is the wide aspect which
influence the all organisational functions, it work as a merchandising tool which
determines the roles and responsibilities of all departments within workplace (Beatty and
Samuelson, 2014).
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 Relation of marketing with HRM: According to the marketing information higher
management has to set their employees and recruit new employees to accomplish their
demands.
 Controlling : This is most important function of marketing section, according to this it
have core responsibility to monitor and review merchandising strategies. It is necessary
to control marketing practices because any problem in that can influence a negative
impact on performance of organisation. With the help of different promotional stargates
marketing team can improve growth and development of company, so it is responsibility
of merchandising team to make sure that there would be no problem accrued in process
of promoting function. Success of a product totally depends upon that how it is promoted
in the mind of customers.
 Relation of marketing with IT department: Marketing function is having a huge impact
on the IT because they have to make changes in the information with in their website as
well which can help to them to promote new price and offers in their targeted market.
 Business expansion : Enlargement of Cadbury can be possible if it have effective
marketing team members. Through expanding business, company can make high profit
and also can build strong goodwill in all over the world. Global expansion gives huge
competitive advantage to organisations so that they can make good position at
international level. Some times it become hectic process due to the different government
policies of other countries. While doing business at international level, a company have
to face many political factors of other nation (Braslow, 2015). But with the help of
effective functioning of marketing section, firm can overcome from this problem because
effective merchandising department launch their product or service only after making
appropriate market research of that particular country.
 Economic growth : This is the main responsibility of marketing department because
economic development of organisation is lies upon marketing section. Merchandising
managers are strategy maker, they make strategies to enhance organisational
performance. If enterprise expand their business globally then their income will be
increase which results in economic development of country. Establishment of new
corporate companies enhance the employment services for nation which provides better
living standard and it directly improves national economy.
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 Introduce innovative products : Various marketing plans present innovative ideas and
designs to renovate existing product, these innovative products and services can attract
new customers and retain existing consumers which results in high growth of
organisation in term of sales. Normally individuals like attractive and effectively
designed products so this function of marketing department can influence positive impact
on the performance of business company. Innovative products can also helps in
competing competitors in market place. In other words through this organisation can have
high competitive advantage.
 Manage marketing functions : This is the core function of marketing section in this, they
manage all merchandising activity to increase efficiency and effectiveness of company.
Success of every business organisation is lies upon its marketing department. It is not
easy task to manage merchandising activities, to perform all those activities company
should have well skilled marketing manger so that he can face each and every challenge
in the process of organisational growth. He should also have ability to work under
dynamic environment of business because without cooperating with environmental
changes no company can survive for long period (Caporaso and et. al., 2010).
Therefore, it can be said that merchandising department have effective role towards
Cadbury. Smooth functioning of marketing section can achieve higher success in term of money
which leads organisation to next level. It is responsibility of merchandising department to
develop new innovative ideas and design to manufacture products in a effective way.
TASK 2
P3 Application of marketing mix for planning process
Marketing mix regulates various merchandising tools such as product, price, place,
promotion or it can be said that it is a mixture of these 4Ps, in addition it has include process,
people and physical evidence which is has emerge 7Ps of marketing mix. Where price means
amount of money which a buyer pays for specific product or services, place means where
organisation make their goods available, product means goods and services offered by firm,
promotion includes various activities to make customer aware about products, physical evidence
means where buyer and seller meet, people are those individuals for whom products are
manufacture and process is set of activities through which product and services are delivered to
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end user (Chamorro, Mera, Miranda and Rubio2014). It is also known as business practices
which is used by different organisations to promote their product or services. Above mentioned
7Ps helps to marketing department of Cadubury in such ways :
 New product development : When merchandising section think about producing various
product then many new and innovative ideas come in the mind of marketing team
members. They can use different pricing policy, distribution areas and promotional
activities for different product. So it can be said that at the time of planning marketing
mix company can meet with new and effective ideas for making product.
 Improve organisational performance : Improvement Of company can be enhance by its
effective activities of it merchandising department as it provides well determined
strategies and marketing plans. Important P like people and process can enhance
performance of business enterprise in its market place.
 Discrimination : Different elements of marketing mix of a company differentiate it form
the another company. If competitors are putting less efforts on their promotional
activities then cadbury can take advantage by making effective promotion of its products.
 Helps in being dynamic : Through impressing marketing strategies company can make it
flexible when environmental changes take places. In other words well determined
marketing factors can make company prepare at the time of disaster strikes. In different
situations like poor business environment, company can change their products, prices and
other promotional activities to overcome that problem (Clow and James, 2013).
 Increase product portfolio : With the help of marketing mix company can make changes
in its product depth, line and length. When company brings many changes in goods then
it directly effects its pricing and promotional activities. Through making minor
modifications in goods company can enhance portfolio of product.
 Clean mix creation : Different P's of marketing mix are well matched with each other and
it is necessary that all element of merchandising link to each other. In other words 7Ps of
marketing mix makes a chain between them which strengthen the organisational
performance. If business mangers want to add some new element in this chain then he
have to consider the over all picture.
According to traditional approach of marketing mix there are 4Ps of merchandising
which are following as under :
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 Product : It can be material, item or substance which is used by different organisations to
to make their customer gratified (Cohen and et. al., 2010). Like human beings products
also have their life cycle and different stages such as introduction, growth, maturity and
decline stage. If marketing team makes proper product mix then they can increase it
portfolio by increasing its depth, line and length.
 Price : It is a value which is paid by customer in exchange of products or services. After
manufacturing products company decides their price according to their attributes. Profit
and loss of business organisation lies upon its pricing policy, normally it should be not
so high and not so low.
 Place : After Making product and deciding its pricing policy company determine proper
placement and distribution of products so that customer can easily buy them.
 Promotion : It is a very effective tool of marketing mix because it includes all those
activities through which customer can get required information about product.
In recent times, changes in business environment has emerge modern approach of
marketing mix which has added some additional P's such as :
 Process : Without appropriate procedures company can not distribute their products to
end users. Well designed process can help in increasing efficiency of organisation and
deceasing in cost expenses (Cua, Reames and Chai, 2013).
 Physical evidence : It shows the presence of company in market place and it is
responsibility of marketing team members to set up physical evidence so that customers
can get deliver their products or services.
 People : They can be employee, consumers and suppliers, without the help of people
company can not achieve its desired goals.
Cadbury has many competitors but McDonald is one of the leading contender of it and
There the various differences between them which are following as under :
7Ps of Marketing mix Cadbury McDonald
Product As it is a confectionery brand
so its products are chocolate
bars, biscuits, cooking items,
ice crams and desserts.
It is largest restaurant chain
and its products are
hamburgers, chicken, French
fries, soft drinks, coffee and
milkshakes.
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Price It have low pricing strategy
and price of its products are so
low -cost so that rich as well as
poor people can afford them.
On the other side McDonald
have high pricing policy
because it provides air
conditioner setting
arrangements (Dioko, 2016).
Place Product of cadbury are
available in most of all cities
of world. It supply their
product in urban as well as
rural area.
It provides its product and
services only in urban areas
due to this it can not earn extra
profit.
Promotion It promote its product through
television advertisements,
posters and coordinating
events.
McDonald does not spend a lot
on promotional activities.
Process Cadbury evaluates their
procedures on continuous basis
so that they can keep manage
their performance it market
place.
The process of McDonald is
totally transparent for its
customers. Even its customers
can see and adjudicate its
hygienic food making
procedure.
Physical evidence Its physical evidence results in
a huge number of its
consumers, positive customer
feedback and its continuous
growth.
It gives their focal point to its
hygienic interiors to attract
new customers and to manage
their decorum.
People It is people oriented company
who gives central attention to
their customers and employees
It focus on standard uniform of
their employees so that they
can maintain their
decorousness at work place.
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TASK 3
P4 Marketing plan for organisation
Performance of a organisation can be improved if it have effective merchandising plans
and strategies, with the help of this company can accomplish its desired goals and objectives in
systematic way (Harris, Schwartz and Brownell, 2010). Marketing plan allocates roles and
responsibilities to each and every person within organisation. Through effective planning
procedure company can enhance it productivity, profitability, future growth, customer
gratification and employee retention. Along with this, appropriate marketing design can make
company prepared for up coming environmental changes and various tough situations.
Merchandising plan make product and market specify through various strategic programs, it also
create clear goals so that employee can contribute their efforts to achieve them without any
confusion. There is marketing plan of cadbury which helps it in enhancing its current and future
performance, which is following as under :
 Executive summary : Merchandising program work as a blueprint or document so that
different strategies, policies, plans, functions of company can be determine in a
systematic way. Current and future growth of organisation is totally depend upon its
marketing activities because it helps in identifying customer needs and demands. Without
satisfying consumers no organisation can survive in current market place, because today's
market is becoming customer oriented.
 Company overview : Cadbury is world's second largest confectionery brand which is
located in United Kingdom. It deals in chocolate bars, cooking items, ice creams, biscuits
and other confectionery items. It was located in Birmingham and its founder was John
Cadbury. In recent times, it is spreading its business in all over the world, it has approx
50 branches in other countries and to consider its continuous growth this company is
deciding to locate new branches in remaining countries as well. It is a well growing
company just because of its human resources and it has around 71,657 employees who
are continuously contributing their efforts to attain higher growth (Hoványi, 2013).
 Situational analysis : This is the third step of marketing plan in this it is determined that
what kind of product company wants to produce and which are marketing opportunities
through which organisation can get higher success in market place. Before manufacturing
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product and taking other actions company has to analysis internal and external factors
which can effects functioning or business enterprise, these are following as under :
1. Internal analysis : It includes those elements who influence the performance of Cadbury
internally such as value system, mission, objectives, organisational structure, human
resources, labour unions and functioning of top management (Kirby, 2012).
2. External analysis : Company have to make their decisions according to the environmental
changes because without cooperating with business environment no organisation can
exist in market place. There are many external or macro environmental factors which
effects the functioning of cadbury which are political, economical, social and
technological elements. Organisations are mostly effected by different rules, regulations
and policies of government. Along with this, continuous changes in technology is also
influencing corporate sector.
3. SWOT analysis : Proper evaluation of a company can be done by doing SWOT analysis.
Cadbury have many strengths, weakness, future opportunities and threats which influence
its performance. Some of its strong points are that it is a well constituted multinational
company which is doing its business at international level and it make its products
available in all over the world by its effective distribution (Jain, Ahuja and Medury,
2013). Like strong points it also have few weak points like it is based on confectionery
market only it can not enter in other markets and it suffer from high cost as compare to
other small sweet shops. But it can overcome these weak points by getting opportunities
like entering in new markets, by increasing its product portfolio and merging with other
sweet shops or confectionery organisations. In recent times, various legislative issues of
its labour have become big threat for its future growth.
 Marketing objectives : Every business firm is established to accomplish some goals and
objectives. Cdbury is also focusing on achieving its marketing objectives such as high
profitability, productivity, economic development, employee retention, customer
satisfaction, competitive advantage, corporate image and so on.
 Marketing budget : To enhance organisational profit it is necessary for organisations to
acquire appropriate financial sources to operate daily business activities. Marketing
budget of Cadbury is lies upon its annual sales and profit. With the help of effective
functioning of its merchandising activities this company can make required marketing
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budget so that desired results can be accomplished (Joshi, 2014). Generally company
create their budget plan according to the promotional activities because they require more
finance.
Marketing activities Budget in Pounds
Budget 100000
Market analysis 30000
Social media promotions 40000
Print media promotions 10000
Local advertisement 20000
Total 100000
 Control : After determining and evaluating marketing plans and activities at last it is
necessary to manager those practices through continuous monitoring and reviewing. With
the help of various policies, rules, regulations and strategies Cadbury can control all
business practices and smooth functioning of marketing plan. Basically controlling is a
process through which company can control all functions and can take corrective actions
if required.
CONCLUSION
Through this report it is concluded that, marketing essentials plays vital role in business
organisations. There are seven indispensable elements of marketing which are product, price,
place, promotion, people, process and physical evidence which determines the current and future
performance of corporate companies. These 7 Ps of marketing mix can enhance efficiency of
effectiveness of cadbury. Furthermore, in this report a comparative assignment is done to
evaluate the marketing strategies of this company. Along with this, marketing plan of this
company has been evaluated so that it can enhance its performance and can make better future
decisions. Merchandising essentials provides a appropriate framework so that effective
functioning of company can take place. It includes required components which help organisation
in achieving it desired goals and objectives. At last, it can be said that marketing indispensable is
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a key factor to identify customer needs and demands, so that company can produce products
according to their requirements.
REFERENCES
Books and Journals
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