Marketing Mix of Cadbury Doc

Added on - Dec 2020

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MARKETING ESSENTIALS1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................31.Marketing and current trends...............................................................................................32. Marketing process.............................................................................................................53. Marketing manager role for Cad-bury................................................................................74 marketing and other function..............................................................................................85. Importance of marketing....................................................................................................96. Importance of inter- relation of different organization function......................................107 Marketing mix of Cad-bury and Mc Donald....................................................................108. Marketing plan.................................................................................................................12CONCLUSION.............................................................................................................................16REFERENCES..............................................................................................................................172
INTRODUCTIONMarketing is the process of producing, communicating, distributing and exchangingproduct and service to customer and other stakeholder.Earlier marketing's role was limited tosale and promotes the product and service, but over a period its role has been changed now it hasbecome branding technique for business unit. Now customers become more aware and concisionabout their buying decision. Present report will cover the role and responsible of contemporarymarketing manager. Study also articulates the importance of same department with widerorganization context. Report will render deep understanding about marketing plan and itsdevelopment. Marketing mix of Cadburywill be given along with another organization. Lastly,Market plan will be made to increase the sale of organic chocolate made by Cadbury. Cadbury isworld largest confectionery organization which have huge global presence in market and widerproduct line in sweet products.TASKMarketing is the process of creating, delivering, communicating and offering that havesome value for buyer, client and society.1.Marketing and current trendsMarketing has five major concepts, which is used by the department to market theproduct in effective manner. These are :Product concept:According to production concept, marketing managers put their all efforts in presentingand communicating the product quality and its innovative feature in front of customer (Baker,2016). Product concept assumed that buyer will purchase the product which has high quality,better performance and value addition, so marketing people put their efforts in promotion ofproduct.Production concept:Organizationstry to improve distribution and operations, because it is assumed that buyerwill buy only those products which are highly affordable to them and can fulfill their desires.Selling concept:Selling concept works on assumption that buyer will purchase those products and servicewhich are highly promoted (Homburg, Jozić and Kuehnl, 2017). Here, firms focus on selling thegood which they have made, not what is demanded by buyer.3
Marketing approach:This is a customer centeredapproach in which, organization tries to achieve its objectiveby identifying and satisfying the customer needs. (Aaby, Slater and Belonax, 2015). Companiestake help of different tools to understand the buyer’s buying behavior, like -analyses past datafrom CRM and other software, ask for suggestion, query, liking and disliking with chat-boots,switch to real time to right time promotion, apply user generated content in development ofproduct and service, design voice search option, educating customer via digital tools etc.Social marketingIt gives environment safety massage In its story telling (Hayhurst and Wills, 2018).Company also starts making blogs andcontent writing on social issues, use native advertisementplatforms like Google Home, education website and other third party websites, Put Ephemeralcontent on Facebook, Instagram and twitter, event marketing as its social media efforts.4Illustration1: selling and marketing concept(Sources:5Marketing Concepts Explained with Examples, 2017)
2. Marketing processMission:Cadburymarketing team has formulated short term and long term marketing plan. Shortterm objective is to render the best chocolate for every group of people, all time. Also, it wants toprovide various variant of sweet product along with affordability.Situational analysisThis analysis is done to know the recent position and market share of company, so thatmarketing strategies can be formulate accordingly.Cadburyglobal sales is increased by 5.5%.Company ranked one in confectionery market of USA with having Sales: £1,507.0m. Also, itenjoys significant market share and high profit in UK market (Kellaris and Machleit, 2016).5Illustration2: social marketing(Sources:5 Marketing Concepts Explainedwith Examples, 2017)
Marketing strategyCadbury marketing strategies are to transform potential buyer into existing one, increasesale and market share, improve brand image and to introduce new product as well as to increasethe use of existing product. it uses the famous segmentation, targeting and positioning model toidentify, target and branding purpose (Myers, 2015).For targeting purpose it adopts varioustargeting policy like Niche, undifferentiated and differentiated marketing.Marketing mixLeading chocolate brand has opted all the 7'P of modern marketing mix, with havingcustomer orientation. Marketing mix comprises product, price, place, promotion, process ,peopleand physical evidence. These all factor collectively help in increase the customer satisfaction .Implementation and controlMarketing efforts outcome measures on the basis of sale volume, customer feedback,efficiency of market plan execution, market share size, effectiveness of promotion, distributionand so on.6Illustration3: marketing process overview(Sources:Strategic marketing processes and planning,2019)
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