Marketing Essentials for Cadbury: Roles, Tactics, and Strategic Plan

This assignment focuses on the marketing essentials for Cadbury, a confectionery brand. It covers the roles of marketing and their interrelation with functional units, comparison of organizations in the application of marketing mix, evaluation of tactics, and designing a strategic plan for Cadbury's success. The assignment also includes a SWOT analysis, STP framework, and budget considerations.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Covered in PPT......................................................................................................................1
P2: Covered in PPT......................................................................................................................1
TASK 3............................................................................................................................................1
P3: Comparison of organizations in the application of marketing mix.......................................1
M3: Evaluation of tactics.............................................................................................................4
D1: Critical analysis and evaluation of marketing function........................................................4
TASK 3............................................................................................................................................5
P4: Marketing plan.......................................................................................................................5
M4: Producing a plan for the organization..................................................................................8
D2: Designing of a strategic plan.................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the actions which the businesses adopt so that they are able to make
the customers aware about their products and services. It is a process which is used by the
organizations so that they are able to achieve their short-term and long-term goals and objectives
related to revenues and profitability. In an organization there is a specific role which is required
to be played by the marketing department so that it is able to ensure that overall strategic and
competitive advantage can be achieved in the future time period. The managers have to consider
the dynamic aspects of business environment while framing their plans. This report is based on
Cadbury. It is a confectionery brand which provides different types of products to the customers
in the market. In this assignment, focus will be made on roles of marketing and their interrelation
with functional units, comparison of ways in which firms use marketing mix. Additionally, focus
will be made on development and evaluation of marketing plan will be discussed as a part of this
project.
TASK 1
P1: Covered in PPT
P2: Covered in PPT
TASK 3
P3: Comparison of organizations in the application of marketing mix
Marketing Mix is a marketing tool that set to combine a number of components like
product, price, place, process, physical environment, people, promotion in order to strength the
product brand (Abedi and Abedini, 2017). By making different strategies companies have to sell
their product as marketing mix is one of the part of this. It is to be done by experts to attract
huge number of consumers so that the image of brand increase in the market. To promote their
profit margin organisation adopts marketing mix. Various factors that are inter related to each
other are performed at same time to do marketing.
Effective marketing is required to maintain focus in different range of areas by keeping in
mind all the 7 P's (Šedík and et.al., 2018). Each element is independently examine although they
are interlinked with each other.
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Comparison between Cadbury and Nestle on the basis of marketing mix are done in the
following tabular form so that it become easy to find difference between different brands.
Basis Cadbury Nestle
Product Wide variety of items are offer
by this brand in different
countries. They provide huge
range of product like
chocolates, biscuits, Gems,
candies, beverages etc. with
large varieties. The brand
attracts huge number of
consumers due to having
different varieties in
chocolates it has wide product
length such as Dairy milk, 5
star, Temptation, crackle,
Oreo, eclairs, Bournvita etc. It
capture large area of market in
this the respective industry.
After considering various
factors such as cost of
production, competition,
fluctuation in demand and
various demographic factors it
decides that which product is
sale in a particular country.
It provides wide variety of
chocolates, sauces, noodles,
Maggie. Perk, Kitkat, milky
bar are some chocolates they
offer. Nescafe coffee satisfy
the need of large consumers.
Pricing High price best quality is the
concept on the basis of which
it works. Various pricing
strategies such as skimming,
On the basis of consumption
and packaging of item, the
intensity of pricing decides.
Due to tough competion it
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bundle and economy prize are
made to set prices of the
product. Prices of different
variants of dairy milk are fixed
according to size and weight.
offer affordable price items.
Skimming price will not
induce clients towards other
brans because quality of
product is good enough under
this branch.
Place Due to its large distribution
channel it cover huge market
globally. Their product are
available all over the world
whether it is urban area or
rural place. Profit earn on the
basis of revenue is so high
because it attract lot of
customers toward their brand.
They provide facility of online
and offline distribution and
also their products are
available in every stores,
supermarkets, groceries shops
etc.
Nestle supply their product in
malls, hotels, restaurants,
hospital canteen, etc. It covers
large area as wide variety of
items are available under one
roof.
Promotion Promotion plays a vital role in
marketing mix to increase the
product demand. To promote
their items Cadbury spent huge
amount on advertisement.
Vernacular language is used
to make connection with the
audience and also to beat the
competitors.
Low prices is the factor on the
basis of that it promote their
brand to increase their sale.
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People As it is a large channel of
distribution worldwide but as
compare to nestle less
number of workers and
employees are working in the
company (Kayabasi and
Mtetwa, 2016). So that it is
easy to control.
Various variants are provide
under this brand so it require
large number of worker for
making, packaging , selling the
product as compare to
Cadbury so it become difficult
to make coordination and
control.
Physical evidence The stores are not so large as
compare to nestle because only
Cadbury deals only in milk
powder, biscuits and
chocolates.
It requires large area to
maintain their stock as it deals
in chocolates, sauces, Milk
powder, Maggie, coffee.etc.
Process Less chance of wastage is
there as compare to nestle.
Various steps like delivery
time, analysis of customer
need, follow ups and proper
feedback are followed by
Cadbury to promote brand.
Large process to make the
items are followed to there is
great chance of having
wastage.
M3: Evaluation of tactics
Different types of tactics can be adopted by the organizations so that they are able to
ensure the achievement of goals and objectives in the future. Cadbury makes the use of
aggressive marketing tactics so that it is able to make its products reach the customers by
increasing their awareness. In comparison, Nestle relies more on its goodwill and brand name in
the market through which the customers can be attracted towards the purchase of its products. It
offers different discounts through various types of special offers.
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D1: Critical analysis and evaluation of marketing function
Marketing function in the organizations has to perform a lot of tasks in the organization.
The managers should help in performing them effectively. Thus in Cadbury the requirement
from it is to ensure that it is able to perform its roles and responsibilities effectively and
efficiently. In a firm there can be multiple departments. The task of marketing department is to
interrelate with them so that the goals and objectives can be achieved through high-level of
cooperation and coordination. Thus it is very important from the point of view of the firms.
TASK 3
P4: Marketing plan
A Marketing plan is a document which can support the strategy of a company for its
products and services (Marketing Plans, 2020). In the context of Cadbury, it can be prepared so
that the company is able to achieve its marketing goals and objectives in the future. Through it,
the managers of the firm can prepare a specific strategy so that they are able to achieve
marketing goals and objectives in the future.
Marketing plan
Basis Details
Vision Cadbury's vision is to work together to create
brands which are loved by people (HR and
Aithal, 2020). Thus it aims to create an image
of the brand among the people.
Mission Cadbury's mission is to provide quality
products to its customers in the market. It is
also committed towards continuous
improvement until its promise is delivered.
Objectives  To increase the overall market share to
target more customers.
 To bring more innovation in the
products by aiming to launch new
categories of products for the customers
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in the market.
 To identify the opportunities through
which the overall profits can be
enhanced.
 To enhance the brand awareness among
the customers so that they are attracted
towards the purchase of products.
Strategies to be applied  For the enhancement of market share
there is a requirement for the company
to target more customers through which
sales revenues can be enhanced. (Lu,
Poon and Weng, 2018). This can be
done through targeting new customers
by bringing a new range of chocolates.
 For bringing innovation in the goods
the company is required to identify the
needs and requirements which the
customers have in the market
(Moorman and Day, 2016). They may
want new chocolates with a different
taste.
 For enhancement of profits the
company can look forward to
expanding to a country which offers a
high potential for it.
 For enhancement of brand awareness
the company needs to be creative with
its advertising strategy. It can look
forward to advertise its new chocolates
with creative advertisements to catch
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the attention of the customers.
SWOT analysis Strengths-
 The company has a number of
customers in the market and this is its
biggest strength.
 The firm has a wide range of good-
quality chocolates which it offers to the
customers.
Weaknesses-
 The firm is weak in implementing new
innovations in the market. It has not
carried out the required innovations in
its chocolates.
 The organization is not implementing
the right tactics and strategies in the
market. Some of them are not relevant
according to the different types of
chocolates which it has in the market.
Opportunities-
 For the organization expansion in new
markets offers opportunity to be able to
enhance profits. It can target expansion
in the countries where it is not present.
 The firm can bring more innovations in
its chocolates to target the customers.
Threats-
 Entry of new players in the market has
created a threat for the organization.
This can create an impact on the overall
profits.
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 An increase in tax rates by the
government has impacted the overall
earnings of the company. This has
impacted its profitability level.
STP framework Segmentation- Cadbury segments its market
on the basis of geographical areas (Neuninger,
2017). It identifies the different customers in
the these areas who can be targeted.
Targeting- Cadbury targets young customers
who like chocolates and are quite fond of them
(Pater and Cristea, 2018). In this way it can
ensure that it is able to increase its sales
revenues.
Positioning- Cadbury makes the use of
experiential positioning so that it can connect
emotionally with its customers (Plant and
et.al.., 2019). In this way it ensures that it can
set a right position for its products.
Budget
M4: Producing a plan for the organization
For this purpose, the managers are required to ensure that they are able to identify the
different elements which are required for the execution of marketing strategies. The management
of Cadbury is required to identify them so that they can ensure that they are able to achieve the
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distinct goals and objectives without facing problems and issues and are able to achieve a
strategic advantage in the market.
D2: Designing of a strategic plan
A strategic plan can also be prepared by the management of Cadbury for implementing
their strategies. It needs to cover 7 P's of marketing. For its every element the requirement from
the managers is to ensure that appropriate tactics can be implemented. Thus, in this way the firm
will be able to maximize its overall profitability level. For making it correctly, the management
of the company is required to set the right objectives for achievement in the future.
CONCLUSION
From the above assignment, it can be concluded that marketing is an essential activity for
the organizations which helps in ensuring that various types of products and services can be
provided to the customers in the market. It makes sure that the company is able to promote its
goods and services in a better manner. It has different activities which can be performed by the
managers in an effective manner. It is an essential function within the organizations and it is
quite helpful for them to be able to enhance the overall level of profitability. There are various
roles and responsibilities which the marketing department has to play. These can be related with
the wider organizational context. Different types of organizations can apply the marketing mix in
their own way so that objectives can be achieved. A marketing plan is quite crucial so that the
organizations are able to implement their strategies in the future.
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REFERENCES
Books and Journals:
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management. 10(1). pp.34-41.
HR, G. and Aithal, P. S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML). 4(1). pp.191-218.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance. European Business Review.
Lu, C. S., Poon, H. Y. and Weng, H. K., 2018. A safety marketing stimuli-response model of
passenger behaviour in the ferry context. Maritime Business Review.
Moorman, C. and Day, G. S., 2016. Organizing for marketing excellence. Journal of Marketing.
80(6). pp.6-35.
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing. pp.54-65.
Pater, L. R. and Cristea, S. L., 2018. A systemic characterization of organizational marketing.
Procedia-Social and Behavioral Sciences. 238. pp.414-423.
Plant, R .M. and et.al.., 2019. The essentials of essential oils. Advances in pediatrics. 66. pp.111-
122.
Šedík, P. and et.al., 2018. Generation marketing in strategic marketing management: case study
of honey market. Polish Journal of Management Studies. 18.
Online
Marketing Plans. 2020. [Online]. Available through:
<https://www.learnmarketing.net/marketingplan.htm>
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