Importance of Marketing Mix and Communication in Cadbury

MARKETING

Table of Contents

INTRODUCTION
The organisation should have the employees that will help them in increasing the
performance (Dickson, Naylor and Phelps, 2015). The marketing is the most important
department of the organisation which is focusing on the needs of the customers. They are helping
the organization in giving the products that are according to the customers and help them in
increasing the performance. The digital marketing and social media marketing is helping the
organisation in increasing the promotions. The organisation chosen for the report is Cadbury
which was founded in 1824 in London UK. They are having products like chocolates and packs
for the customers. The report covers the importance of marketing mix and communication and
the digital marketing and social media marketing.
TASK 1
Marketing
Marketing is the set of activities and process of communicating, promoting, advertising,
creating brand value in the eyes of costumer, delivering and offer something valuable to
costumer, client, partner and society.
Lets discuss Marketing in context of Cadbury:
Cadbury offers varieties of product and the main goal of an organisation is to attract the
more market segment and grow with market (Kreutzer, 2016). In order to increasing sale
company go throw with the all marketing strategy. Company try to find out best way to attract
more costumer purchase for their growth.
Organisation set up two main objectives for more profitability.
 MARKET EXPANSION- To expand the market of chocolates they target health
conscious costumer and provide a separate segment of sugar free chocolates.
 COMPANY SHARE- To increase company's share of snaking sector organisation mainly
target their costumer through promotional strategy in various way such as television,
radio, magazines, social media, digital marketing, newspaper.
Marketing Mix of Cadbury and the communication mix:
Marketing mix is the process of marketing strategy in which company examine in detail
about Product, Price, Place, Promotion.

 Product mix- The product mix of Cadbury is quite large as they deal with varieties of
product range which has strong depth and width of product offerings. On large context
Cadbury consist of chocolates, candies, beverage, biscuits in width category. In product
length it consist of Diary milk, 5 Star, Gems, Oreo, Bournvita, Eclair etc. Company
capture highest market share in Bournvita and in chocolate industry it holds upto 60-65 %
market share.
 Price mix- Pricing of each chocolate segment is different that is mainly based on
consumer's taste and preferences. The price set up is high as well as low so that they can
easily garb targeted segment and earn profit maximisation. Chocolates like perk, eclairs,
5 star are at very reasonable price and product like Oreo, beverages contain high quality
and high price to target premium customer.
 Place mix- The distribution system of organisation is very efficient and effective in all
parts of Urban and Rural areas of countries. Demand of Cadbury is high in urban areas
but low in Rural areas as the demand is weak in Rural areas (Hanlon, 2018). They are
presented in more than 200 countries and products are available all over the world.
Because of its availability the profit share and market share is also expanding in high
volume.
 Promotion mix- Promotion Mix play a major role in creating a brand value of this
company. Company uses different types of marketing advertising campaign for
promoting its product like social media, digital marketing, online advertisement,
television, radio etc. company made great efforts to reach in the mind of consumers by its
promotional activities.
Digital Marketing
Basically Digital Marketing is the process of online marketing efforts,it refers to online
advertising through digital platform such as search engine, social media, email, websites, mobile
apps etc. Through Digital Marketing company can attract more costumer as now everyone is
using digital platforms. The demand of digital marketing is growing day by day as it create brand
value and business awareness.
This platform increase more customer base and online audience which help the company
to increase their market share.