Marketing Strategy Analysis of Cadbury

The assignment is a comprehensive analysis of Cadbury's marketing strategy, focusing on its efforts to enhance product quality by adding coconut content. It also explores how the brand responds to increasing market competition by introducing new products. The report concludes by analyzing the marketing mix factors that will help the company maximize revenue and profits while serving customer satisfaction.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function for the firm..............................3
P2 Roles and responsibilities of marketing in the organisation.............................................4
TASK 2............................................................................................................................................6
P3 The marketing mix to the marketing planning process to achieve business objectives....6
TASK 3............................................................................................................................................8
P4 Market plans for the organisation......................................................................................8
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing works as tonic for the organisation, as this technique assist the enterprise in
performing activities according to the market fluctuations. It is helps the company in promoting
and selling its products and services with the use of marketing research and advertisement. The
report will analyse various roles and responsibilities of the second largest confectionery brand
that is Cadbury. Further, the report will examine 7ps of marketing mix followed by the Cadbury
in order to satisfy the needs and wants of buyers. Moreover, it will evaluate the marketing plan
for the organisation which will assist the Cadbury in attaining its ultimate goals and objectives.
Hence, the report has focussed the marketing planning process of the enterprise which must be
followed by the entity to serve quality products according to market requirements.
TASK 1
P1 Key roles and responsibilities of the marketing function for the firm.
Marketing function of Cadbury plays a major role in evaluating the changes in market
which are needed to be implemented for the internal activities of the company. Moreover, with
the use of marketing function, entity focuses on enhancing its image and spreading market across
the globe. Further, there are various roles and responsibilities of marketing in the firm which
affects the sales and profits of the organisation such as:
Innovation in product: By this strategy Cadbury aims at either innovating some new
products or by making changes in existing products. For instance, initially the company launched
Dairy Milk with just milk and cocoa content and then after some time, the organisation launched
new chocolate which was named as Dairy Milk Fruit and Nuts which included dry fruit in order
to satisfy the needs and wants of the customers. Further, the Cadbury came up with many new
innovations in chocolates with many variants (Shankar and et. al., 2011).
Expanding market and increasing customer base: Although the organisation is selling its
goods and services across the globe and still focusing on expanding its units into foreign
markets. Besides, the marketing manager of the company focuses on segmenting market
according to the customers’ demand for the products of Cadbury.
Brand awareness: The manager also aims at organising promotional activities and events
which will help the firm in creating brand awareness among buyers and also will help in
attracting more and more customers. Therefore, the marketing manager of the company uses
promotional techniques like advertisement on television, radio, newspaper and internet.

Key elements of the marketing function and their interrelation with other functional units.
The key elements of marketing function of Cadbury aim at fulfilling the objectives of the
firm which includes, the best quality of products at affordable prices and acquiring the highest
number of shares worldwide. The major elements of marketing function include factors like,
branding, advertising, sales, public relations, event management, charitable fund raising, and
contact management. These all elements of marketing are evaluated by the manager of the
company for monitoring and controlling the marketing function altogether. Cadbury focuses on
analysing its market on regular basis in order to avoid the uncertainties which can arise due to
the fluctuations in market.
Henceforth, the functions of marketing are inter-related to each other as the marketing is
the source of supplying information to all the other department of the organisation. For instance,
Marketing manager analyses the market requirements for commodities and provides that
information to all the departments like human resource to provide training and development to
employees. Besides, the finance department will allow the flow of fund to buy resources and the
research and development team will analyse the idea of production order to satisfy the needs and
wants of buyers.
P2 Roles and responsibilities of marketing in the organisation.
There are various department in Cadbury like Human resource, production, finance,
operational, research and development etc. and their ultimate motive is to accomplish the firm's
goals and objectives (Breton and Martín 2011). Further, all these organisational departments play
important role in achieving the company target. There are various efforts made by all the
departments in the enterprise along with their relationship which are as follows: Human resource Department: This department is important for the entity to develop
skills of all the staff members. In contrast, HR department is responsible for recruitment
and selection of employees according to the vacancy. Therefore, it connects with
marketing team in order to make easy availability of man power.
 Production department: This department is required for producing products and services
according to customer demands. The product made in this department are directly sent to
the marketing department for promotion and delivery.

 Finance department: This department of the company ensures the smooth flow of funds
in order to avoid the scarcity of resources. Marketing manager of Cadbury remain in
contact with the finance team. Further, accounting team in the organisation helps the
manager in estimating the profits and revenue which can generate after the launch of new
product.
 Research and development: Work of R &D department is to innovate new ideas and
products according to the marketing plan of marketing manager.
For instance, the marketing manager evaluated that customers are demanding chocolate with the
coconut content so the manager analysed the demand for various chocolates having coconut
content and therefore, the manager shared this plan with the management, which agreed to
launch new product and for that research was made to innovate new and better chocolate with
coconut content. Together with that allocation of resources also has to be ensured to make
investment in this new project. Therefore, the company is now preparing funds and resources to
invest in production and launch of the coconut chocolate bar. Further, to promote the launch the
marketing manager of the company is planning to organise a campaign and launch activity in
which the manager connected with marketing agents who will help the organisation
in successful implementation of a marketing campaign in order to create value for
customers (Noel 2017). Besides, the manager of Cadbury understands the marketplace and
customer needs, design value-creating marketing strategies, develop integrated marketing
programs that deliver customer value and delight, and build strong relationships with buyers.
The significance of interrelationships between marketing and other functional units
Interrelationship between marketing and other departments of the firm is significant in
various aspects like,
 In finance department, marketing manager of Cadbury include the financial information
in marketing plans in order to provide customers the products according to their
requirements.
 In production department marketing helps them in calculating the need and type of
product which should be produced by the enterprise in order to satisfy customers needs
and wants.

 Research and development department seeks the advice of new products and services
from marketing manager. Further, this department of Cadbury analyses the features of
commodity which will attract the maximum number of buyers.
Hence, it is important to relate marketing function with every units in organisation
because, financial success of the Cadbury depends on the marketing function of manager and
organisation uses this method to minimize the risk of serving their products to customers.
TASK 2
P3 The marketing mix to the marketing planning process to achieve business objectives.
Marketing mix plays a major role in enhancing and promoting product according to the
buyer's requirement. Marketing manager of Cadbury uses this as tactics to promote the brand and
to attract maximum number of customers. Further, the marketing mix of the company comprises
7ps which are as follows:
1. Product: Products are the tangible asset of the Cadbury which are offered to buyers of
different markets according to their requirements. Product of the organisation consist of
guarantee, quality, quantity, packaging etc. Besides the products of the company
includes, milk chocolate bar, dark and milk chocolate, with 0 percent drug that is why the
firm is considered as healthier brand across the globe. For example, now when the
marketing manager analysed the need of chocolate with coconut content the management
agreed to the plan because it was something which the company lack and implementing
this plan can help the enterprise in earning more brand loyal buyers.
2. Place: Physically distribution of tangible assets of Cadbury is located worldwide, the
organisation believes that the products should be easily available to each and every
buyers. Further, the success of the organisation depends on the brand and market shares
of the entity. The marketing manager of enterprise plays a major role in establishing
effective distribution channels. The chocolates of the company are available in almost
every city of the country across the globe. Hence, the commodities are sold at every shop
and stores. For instance, now when the company is launching the new chocolate bar with
coconut content, the marketing manager will focus on supplying this chocolate on stores
of every city globally.
3. Price: Pricing strategy is important criteria of marketing mix, pricing is the strategy by
which Cadbury maximizes its revenues and profits by satisfying customers needs and

wants. Moreover, the technique used by the organisation for satisfying the value that all
the buyers should buy the commodities when they feel that the product is worth paying
the fixed prices. Besides, till now sales of the Cadbury are continuously increasing
because the enterprise is always able to meet the demand of customers. For instance, now
when the organisation is launching new chocolate bar with coconut content the
management will focus on offering the product at least possible price in order to attract
the consumer towards their commodity. Further, when the sales of chocolate will be
increase according to all the other products the marketing manager will analyse the
market demand and will inform the management to change pricing strategy in order to
generate revenue. Henceforth, the ultimate criteria behind pricing policy of Cadbury is to
set costs according to the affordability of buyers in which the enterprise offers chocolate s
which varies with changes in flavour and size of the product.
4. Promotion: Marketing manager of the organisation focus on effective advertising to
attract maximum number of buyers (Aljukhadar and Senecal2 011).Furthermore, to reach
consumers, communication plays an important role and for that the manager follows
various methods of media such as television, radio, magazines, newspapers and most
importantly various modes of social media. Cadbury believes that for marketing of any
product, advertisement and promotions are the best means of interacting and sharing the
information about the product to the end user. For instance, now in the launch of Coconut
bar the company is planning its promotions through Televisions, consumer contact
activity, etc. Hence, the promotion techniques of the firm will include various ways to
attract buyers such as affordable prices, attractive packaging and posters. The ultimate
campaigning quote of Cadbury is “tastes like this feels”
5. People: Cadbury is reliant on the employees who assist the company in running their
activities. The management of the firm starts from Sales staff to the Managing Director.
Moreover, the enterprises focuses on recruiting the right people which are necessary
because staff members are the major part of the business which helps them in producing
and selling its products and services. For example, according to the scenario, the
company is launching the chocolate bar and for that the management will need the skilled
workers who understands the tastes and preferences of the buyers. Henceforth, the
company will also focus on organising the training and development session to introduce

the new market demand to its employees and further to guide them the ways of
innovating the existing product with coconut content.
6. Process: The product delivery is based on the physical presence of employers and sellers.
Further, it is done when the buyer is present for buying and paying and retailers are
present to collect the cash and sale the commodity. Besides, the process is the delivering
strategy followed by the Cadbury. For instance, talking about the launch, in this the
organisation will follow all the process of connecting with customers. Like, the
management will offer the products on both the modes such as online and offline.
Moreover, in both the modes the marketing and sales agents of the company will be
connected in the delivery process ion order to satisfy customers needs and wants and to
make easy availability of products (Hollon 2014).
7. Physical Evidence: All the products and services by the organisation includes physical
elements. In this the company has its stores and retailers physically present in city of
every country across the globe. Besides, when the Cadbury sell its commodities
consumers are allowed to collect bill in order to prevent their rights of being cheated in
any case of quality and quantity. Moreover, the products of the company are never sold in
open packet therefore it decreases the chance of cheating which in turn establishes
customers loyalty towards brand.
Strategic marketing plan that tactically applied on 7Ps to attain marketing objectives.
The strategic marketing plan of Cadbury is designed in a way to attract maximum
numbers of buyers by offering them quality products. According to the Product, Place, Price,
Promotion, Process, People and Physical Evidence, the company evaluated the various strategies
which will assist the organisation in launching the new Cadbury chocolate bar. Hence, as per the
7Ps the firm will make sure that the products are easily available to customers at affordable
prices. Further the management ensured that commodities should be offered at e very possible
platform which reaches to buyer. Besides to seek the attention the enterprise will enhance the
packaging style according to the market demand and competition.
TASK 3
P4 Market plans for the organisation.
Executive Summary

This summary aims at providing the marketing plans of Cadbury in the market. In the
marketing of chocolate, Cadbury is the world leader and about more than 70% of chocolate
market is under its command. The major goal of this marketing plan is to successfully fulfil the
needs and demand of customers related to chocolate with coconut content in the market. The
major target market will be the female adult people in the market(Morales, Suárez and González,
2017). Within one year, it is expected that this product of Cadbury will acquire about 60% of the
female population of the world.
The introduction of this type of product in the market is dependent upon the research that
has been conducted and also to examine the need and desires of customers to produce chocolates
with coconut. The marketing plan will make use of number of marketing strategies like
advertisements, off street sampling and others. Creation of brand personality is emphasized by
advertising strategy.
Objectives
These are the marketing objectives for the marketing plan
 To develop a product in the market within a time period of around 5 months, to guarantee
that these is high level of awareness of the existence of chocolate with coconut brand in
the market by utilizing efficient marketing plans, by putting a huge range of marketing
strategies that are there in the market such as e-commerce plans to ensure the
enhancement of product in the world, to acquire about 60% of population of the world
within 1 year time period from the introduction of product in the market.
Products
The marketing plan is looking to market a coconut chocolate product of Cadbury
ambition in the international market. It is mainly targeting the female adults in the market.
Extensive research have been done to introduce this product in the market. This research
represents that various factors like social and cultural are preventing the adult population from
consuming chocolates(Maritz, 2017).
Products outcomes
The expected outcomes of these marketing efforts are as follows:The most essential
expected outcomes of the project is that to make a successful introduction of coconut chocolate

in the market across the world. The efforts that are made in marketing will lead to the successful
introduction of coconut chocolate in the market and enhance the growth of Cadbury in the
market. It is also expected that there will be an increase in the financial performance of the
company by marketing efforts. These are the short term expected outcomes. Large market of
female population will acquire by this product in the market.
The long term goal of the company is that it is expected that this coconut chocolate
product will attain more than 80% share of the market.
Situation Analysis
In the market of chocolates, Cadbury is a market leader. In the market it is the fourth
largest supplier of chocolate and other sugar confectionery in the market. The following are the
SWOT analysis of the company in the market
Strengths
 In the confectionery market the company has established itself as a world leader since
1824.In the Indian market the company has a large established business.
 Since 1948 it operates in India, and has acquired about 70% of the confectionery market.
With innovation and strategic marketing, the company have taken over about 10% of the
confectionery market (Wang, 2017).
 Market reputation of Cadbury is good. The company is well positioned in the market with
the strong brands. To develop a good market reputation in Indian market Cadbury has
strived. This has positive impact on its product.
 Based on this good reputation that the market is working on the introduction of new
product in the market. By business world magazine in 2007 the Cadbury was ranked as
the 5th most respected Indian organization. In the recent past there has been a growth in the market of chocolate.
Weakness
 Distribution network is not established by the company that matches up with the need of
the market. Due to infrastructural development issues the company has not established
distributed network to the interior.

 Since the product will be targeting different market the introduction of the new brand in
the market may have negative effect due to success of other brands in the market.
Opportunities
 In less competitive market the company is introducing a product. Such opportunities are
unique for a company.
 It is difficult to introduce a new brand in more competitive market as the other
companies are likely to bring in competition.
 The unique and different way can be sued by the company to introduce the product in the
market. To help the target market identify with the product the company can host beauty
competition due to growing importance of beauty shows (Siewiorek and Swarz, 2017). Various events can be hosted by the company like sports, engaging in social activities
such as girl child education etc. to assist the target market to recognize with the product
more.
Threats
 There is threat of entry of new products in the market that will enhance the competition
level.
 Once there is success of the initial product there are other companies that may introduce
the same products.
 The nature of the market can be altered by the change in the current external
environment. Such as change in government laws and policies and other factors that may
have negative impact on the industry.
Company analysis
Strengths
 In the confectionery industry the market portfolio of the Cadbury company is established
well for more than six decades. The current market share of the company is more than
70% of the chocolate market.

 This company operates on worldwide operations. This gives a chance to the company to
shift the products that are successful in one market to the other emerging market. More
than 200 countries in the world are operated by the company with main markets in USA,
UK, Ireland and other markets emerging in India, china and others.
Weaknesses
 The standardised operations are not maintained by the company in all countries where it
operates. For an instance the market share in the established market like US market has
been declined while the company has a strong market share in India and china (Morales,
Suárez and González, 2017). With the emerging health concerns there have been decline in the demand of chocolates.
To take proper care of the customers the company has not done enough to defend its
product in the market.
Technology competency
 The use of modern technology has been the most essential factors behind the success and
emerging market of the Cadbury company in comparison with rivals.
 New technology have been tested by the company and then transferring the appropriate
technology in the market. The overall performance of the company have shown an
important growth factor.
Product analysis
In the production of confectioneries Cadbury company is specialized. The number of
products that a company produces includes Dairy Milk, Perk, Gems and so on.
This marketing plan will address the plan to introduce new coconut chocolate in the
market. It comes in the category of chocolates and will treat the adult female population in the
market (Miller, 2017). The same process is used as dark chocolate but the colour is changed to
give the natural essence of coconut.
Product's service
comparison
Coconut chocolate
(new product)
Nestle Proctor

Price $2.00 $3.00 $1.00
Perceived quality A natural coconut
essence more tasty.
Lighter than dark
chocolate
Darker and creamy
Marketing strategy Target the female
population of UK.
General market
population will be
targeted
Children are targeted
Feature 1 Packed in white
package
Packed in orange
packet
Packed in blue packet
Feature 2 Round circle bar Short rectangular bar Square
Benefit 1 Competitive price Upper class population
is targeted
Lower class of
population target
Benefit 2 Targets places with the
highest number of
customers
Provide high profit
with less sales
Based on volume of
sales it is likely to
make high sales
Table 1: Competitive Comparison Matrix
Market segment
The wide range of market that rages from adult to children population is currently served
by the company. In its marketing strategy the company is appealing a wide range market
population (Maritz, 2017).
Major competitors
In the confectionery industry there is no competition that Cadbury is facing. It is the
leader of market in that industry. The level of competition that is faced by Cadbury is low.
Cadbury Nestle Proctor
Core strengths Operations are widely
spread, Reputation is
High class market is Lower segments of the

good in the market. targeted society is targeted
Secondary strength Distribution of
network is wide
Big stores are linked
with the market
Local distribution
network
weaknesses Distribution system is
not so strong
Market appeal is weak Quality of products is
poor.
Table 2: Core Competency Comparison
External analysis
In the overall growth of business the external factors plays a very important role. The
current opportunities are that by developing appropriate marketing strategies that will look on to
tap the major female population of UK market. The utilization of internet is growing in the world
at a very high rates. The company that make use of online sales to increase the level of its sales
in the UK and other countries.
Future opportunities
In future the company expects that the growth and performance of chocolate market must
be enhanced in the UK and other countries (Khurana, 2017). The company will provide online
produce to particular targeted market.
Environmental threats
One of the important growth factors that had lead to the popularity of use of products like
chocolates is social environment.
The regulatory environment can be a serious danger for the future growth of the industry. The
industry can impose various laws that may impact negatively growth of the industry.
Competitive threats
When it comes to market share the entry player can enhance the competition level for
resources that are used in manufacturing of products (Kennedy, 2017).
Marketing and promotion

To reach out the potential customers the marketing strategy will use the advertising plan.
These strategies will be employed by the company for promotion across the country.
Marking objectives
 To ensure within a period of one year to introduce a successful product in the market. To develop a high level of awareness for the presence of coconut chocolate in the market
by making use of effective strategies
Promotions and advertisement plans
 In mass medical and online the company will carry out a number of advertisements.
 To promote sales and to get a timely feedback from customers the company will establish
a site for the product (Hayzlett, 2017).
Traditional medial public relations strategies
The product launch will be announced in the media and also the performance of the
company will be communicated through the same media. In company magazine the performance
of the product will also be posted.
Implementation and control
There will be number of controls that will be put in place in the overall implementation of
the project. The constant monitoring is to be ensures by the company during implementation. To
ensure that there is much time to recognize any issue in implementation of marketing plans, there
are timeline strategies to put them in place (Gupta, 2017).
CONCLUSION
The report summarized, important and significance of marketing for business. Further,
the report analysed the role of interrelationship of marketing function with all the other
departments of Cadbury. The company holds the second largest market of Chocolate and
beverages across the globe. Moreover, it evaluated several marketing strategies used for the
market plan by the marketing manager of the firm. The report examined that the brand is
enhancing its product quality by adding coconut content in it. The increasing market competition
motivates the organisation to come up with the new products every time to attract the customers.
Hence, the report concluded by analysing the marketing plan, strategies and marketing mix

factors of the Cadbury which will assist the firm in attaining in maximizing its revenue and
profits by serving customer satisfaction.

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