Report on Marketing Essentials of Cadbury - Case Study

Added on - 06 Jun 2020

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MARKETING
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Important roles and responsibilities of the marketing function........................................1P2. Relation of the marketing with the other functional areas of Cadbury............................4TASK 2............................................................................................................................................6P3. Comparison of the marketing mix elements of Cadbury and Mcdonald's.......................6TASK 3............................................................................................................................................9P4. Evaluation of marketing plan for Cadbury.......................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13
INTRODUCTIONIn the competitive world if a company wants to survive in the market they have todevelop marketing strategies. The success of their business depends upon their marketing.Marketing involves advertising, public relations, promotions and sales. It is the way throughwhich an organisation introduces their product into the market. With the help of better marketingthey build an image and convince target customers to buy that goods & services. A firm mightoffer a quality product but without its marketing it will not able to survive in the market. Resultof this will lead to losses and profit margins will go down (Al-Hasan, Thomas and Mansour,2016). This report will be emphasizing on the crucial marketing essentials which are required forsuccessful marketing and to make it more clear a case study of Cadbury is taken. It will be definethe important roles of the marketing function and its relation with the other departments. Acomparison will be made between Cadbury and McDonald's regarding their marketing mixelement. In the end a marketing plan will be developed.TASK 1P1. Important roles and responsibilities of the marketing function.Marketing is a procedure followed by the companies to deliver their concepts to thecustomers. This activity is related with buying and selling of goods and services. Marketingpeople tries to crab the attention of the individuals by using different strategies. They take helpof different media platforms and deliver their messages (Babin and Zikmund, 2015). Variousideas are adopted by the organisation depending upon their target market and they make sure thattheir strategies posses innovation. Through this they inform the customers that certain productexists in the market and if they will be adopting this what all benefits they will have. They try torelate the goods & services with consumers day to day activity. With increase in the competitionthe significance of marketing has also increased. Earlier it was a tough task for the firms to reachto people directly and promote their promote (Baines, Fill and Page, 2013). But with evolution inthe technology things has become easier and in a few hours they can easily put forward their ideain-front of people. Marketing is not a small term as it includes lots of activities at a single time.1
The basic aim of it is to build relationship with the customers and make them believe in theproducts and services which they are producing.Cadbury is a British Multinational sweet food industry and owned by Kraft Foods. It wasestablished in 1824 in Birmingham and was founded by John Cadbury. It is the second largestcompany in the world in his sector. Currently, it operates its operation in more 50 countries. Forhandling its various operations it has employed almost 70000 people (Baker and Saren, 2016). InUK it has eight factories which are used for different purposes. It follows simple organisationalstructure in UK where managing directors holds the top place and down its is the generalmanager. General manager controls vice president and he is given the responsibility to handlemarketing, manufacturing, sales, finance and distribution department. Through this we can saythat it follows “Top Down” structure because the decision making power is distributed inhierarchy.It is observed that there is difference between the marketing to a business and marketingto a consumer. Business to business marketing deals with notion of the goods and focus is madeon the specifications of that particular item. When the purchasing decision is made it does notinclude personal references. But if there is case of business to customer marketing Cadbury willemphasis on the advantages of the product (Banerjee, 2013). Emotional side is considered andthe consumers demand distribution platform which are easy for convenience. Cadbury have tofollow seven functions and some of them are as follows:-Distribution:It has to do with the products which will be introduced in the market.Cadbury has to know what how they will market a new product.Financing:Marketing involves paid promotion called as advertising and there are alsoother activities which needs investments. Cadbury should make a budget and try toallocate money to every creation which is required in the marketing operation.Market Research:All the information related to the target consumers are gathered. ForCadbury this is an important task because on the behalf of this only they will forstrategies. The information contains several questions like who all are the targetcustomers, why they should prefer your product. With the help these Cadbury can knowwhat are the market trends.2
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