Marketing Strategies and Plans for Cadbury

The assignment discusses the importance of marketing in enhancing sales and profitability ratios. It highlights the use of marketing strategies such as targeting, positioning, execution, and evaluation by Cadbury to achieve its set targets. The document also provides references from various books and journals that support the discussion.

Marketing Essentials

INTRODUCTION.......................................................................................................................................2
TASK 1.......................................................................................................................................................2
P1 Major roles and responsibilities of marketing function.......................................................................2
P2 Roles and Responsibilities of marketing relate to organization..........................................................4
TASK 2.......................................................................................................................................................6
P3 Application of marketing mix to marketing planning for achieve business objectives.......................6
TASK 3.......................................................................................................................................................9
P4 Evaluation of marketing plan of Cadbury..........................................................................................9
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12
INTRODUCTION.....................................................................................................................................14

INTRODUCTION
Marketing functions are defined as one of the important role of business as they are
helpful in order to promote the goods at market place so that people can be aware about the
products thus enhancing sales and profitability of firms. The main functions of marketing are
linked with research about marketing, process of development, planning of products, promotion,
sales of goods and effective customer services. The functions of marketing are also beneficial in
order to achieve the set goals and objectives of firms in most effectual and planned manner.( Al-
Ekam,. and et. al., 2012) Marketing is always defined as the exchange process in which seller sell
goods to customers in exchange of monetary values. Overall marketing plays a very vital role in
every business organization in order to expand the business operations all around the globe. In
this report Cadbury is the chosen organization which is a multinational British Confectionary
brand around the globe. There is discussion about roles and responsibilities of marketing
function, interrelations of different marketing functions The marketing mix are also described
which is an most important tool in order achieve set business goals and objectives.
TASK 1
P1 Major roles and responsibilities of marketing function
Marketing plays an important role in order to develop awareness about products and
services at market place. There are different types of communication channel adopted by firms
by which they can easily promote their products at market areas and customers can purchase
them thus enhancing their sales volume. The marketing department should perform all their
roles and responsibilities in effective and planned manner as it results in growth and success of
business and they will easily enhance their sales index. Major roles of marketing department are
products, price, promotion of goods, selling, distribution through different channels, information
system, financing and these are evaluated below as:
Product: These are described as those factors which are tangible by nature every business is
focused towards manufacturing products and they are selling it to their targeted customers thus
satisfying their needs and wants and enhancing their sales index. In order to attract large number
of customers firms offer different types of discounts in order to gain attention and retain them for
long time durations. There should be alteration made in the products according to need and wants
of customers so as to establish strong image at market place. The marketing manager is having
the responsibility in order to carry out research and development activities so they can easily
analyse trends at market and accordingly they can offer products to customers. There are also
factors identified which are influencing customers in order to buy customers products such as
discounts, buy one get one free etc. Manager who has the marketing responsibility also analyse
trends, behavior and attitude of people so they can sell products to their potential customers.

Cadbury is having the responsibility in order to achieve the sales target and achieve higher
market shares by selling their products to their potential customers.
Financing: This factor is described as the blood cell of every business organization as they are
having the major responsibility in order to arrange funds for executing all promotional activities
so that company can establish strong images at market places. There should be plans developed
in order to make proper analyse of the available funds and divide them according to activities so
that firms will not face any type of difficulty while executing promotional activities. If there is
proper evaluation of all activities then Manager can easily conduct different promotional
campaigns in order to attract customers and expand there business operations all around the
globe. Cadbury have develop plans and they are assigning funds to different departments in order
to achieve efficiencies in their operations.
Pricing: Price is the most important factor for all business organization as it helps in attracting
customers so they will buy their products thus enhancing their sales index. Price is described as
those aspect in which seller sold their goods to the customers in exchange of monetary values.
Marketing manger should analyse all the factors and then he should decide the final price of the
product because this is the vital factor for each firms in order to increase footfalls of customers.
Cadbury have executed economical pricing for their products in order to capture attention of
customers and they will be influenced in order to buy the products (Baker and Magnini, 2016).
There should be proper analysis of the pricing strategies which are adopted by the competitors as
this is the most important factor which helps in retaining loyal customers who will buy their
products. All these factors are beneficial in order to set right prices of the products which results
in gaining attention of customers and achieve competitive advantages.
Management and Information System: In this modern era needs and wants of customers are
constantly changing at market place thus the most vital factor is linked with anlysing the trends
at market place and according manufacture their products which helps in satisfying needs and
wants of customers. There are different types of research and development activities carried out
which are beneficial in order to understand needs and wants of customers so they can be attracted
towards the products which are offered by firms. The information systems are helpful for firms
in order to collect information, analyze them and store the data collected of customers at safe
place so they can be used in future time in order to send messages to people giving information
about their new products. The information system are also valuable in order to analyse the data
so that mangers can take effective decisions which are beneficial for firms.
Promotion: This is the prime function of marketing as firms are concerned about
promotion of their products so that people can be aware and this results in maximizing their
overall sales and profitability ratios. The marketing department is famous for its promotional
campaign thus establishing a strong position at market place. Marketing managers are mainly
focused towards making plans and policies in order to use the best channel of communication so

that people will be aware about the new offers in products. This is valuable factor as it
encourages people to buy the products and increase their profitability ratios.
Selling: There are different types of plans and strategies formulated by firms in order to
maximize the overall sales of firms. Marketing manager collect information by analyzing
different channels which are used for selling products so that more number of customers can be
attracted towards the offered products and services of Nestle. Managers are assigning sales
targets to their employees in order to enhance their sales ratios and achieve profitability in their
business operations. This is the most important factor as it helps in analyzing the total volume of
sales ratios so that Cadbury can develop plans in order to maximize their sales ratios if they are
not enhanced.
Distribution: This is described as the process in which goods are being transformed from
warehouse to retail stores in order to offer them to the final customers. Managers are using
different modes in order to execute their distribution process. The responsible authority should
analyze the cost and effectiveness of different channels and choosing the best among them which
are effective. If those channels of distribution are chosen which are effective then it helps in
saving cost and time of company thus it results in enhancing effectiveness of business
operations.
All the factors which are described above are the major roles and responsibilities of
marketing in order to promote the products at market areas. Cadbury is mainly focused towards
their marketing operations in order to carry out promotional campaigns thus they can sustain
their image for long time durations. Thus these are the best tool by which firm can earn high
profitability by achieving its targets.
P2 Roles and Responsibilities of marketing relate to organization
As there is high competition in the economy so firms are mainly focused towards selling quality
products and services to the customers in order to retain their loyalty thus enhancing their overall sales
and profitability ratios. Firms are offering products to customers at very economical prices in relation to
their competitors (Dibb and Simkin, 2013) As there are large number of products available with
customers so it is most important factor to gain attention of customers so they will buy the products.
Marketing plays an important role if firm wants to expand their business operations all around the
globe. The roles and responsibilities of marketing with other department are evaluated below as:
Marketing and Operation Department: The operation functions are directly linked with
the production department of Cadbury. Thus the production department should focus on
providing quality products to their customers in order to retain their loyal and enhance their
overall profitability ratios. This results in achieving sustainable business positions at market
place. On the other hand the authority of marketing department has the responsibility in order to
utilize all the resources which are available in the economy in most effectual and planned
manner. This results in achieving efficiencies in all business activities.

Finance and Marketing function: Finance is the most important function as they are
arranging funds in order to carry out promotional campaign or other activities of business. This is
beneficial for firms in order to carry out all the operations according to set business plans. The
marketing manager of Cadbury should have sufficient money in order to carry out the operations
thus they will attain growth and success in their operations. The marketing department should
coordinate with the finance department in order to arrange money for their promotional
campaigns thus enhancing their sales and profitability ratios. There should be proper decision
made about the activities which will help them in enhancing their sales volume so they can
achieve success in their ventures.
Research and Development with marketing Functions: In this modern era the taste and
preferences of customers are constantly changing thus there is need of carrying out research in
order to know the taste and preferences of customers and accordingly they can manufacture
products which are according to customer demand. This is the most vital department as it helps
in collecting information’s which are useful for taking decisions. This is an important factor in
order to make alterations in goods and services according to the trends at market place.
Marketing and Human Resource Department: Employees are the most important part of
every business organization as they are helps in offering goods to customers according to their
requirements thus enhancing efficiencies of firms. Cadbury have developed plans in order to
recruit skill and talented employees who will manufacture quality products according to
customer needs. This helps in making effective relations with customers thus retaining them for
long time durations and they will not buy the products from their competitors.
Marketing and Information Technology Department: In this modern world business are
focused towards implementing digital technologies at work place which helps in gaining
attention of customers (Draelos, 2010). IT departments are beneficial in order to provide goods
to customers without visiting to retail stores and they will not waste their precious time by
visiting to these stores. Marketing is interlined with this department as they can create
advertisement about there products on different software and also animated designed and
graphics can be placed in the advertisement which results in enhancing the capturing attention of
customers and they will be influenced to buy the products. There can also be information saved
about customers which can be used for making them aware about different offers and also
mangers can take decisions which are useful for them in order to expand the operations all
around the globe
All these discussed above are the important departments and they perform an important
function which are beneficial in order to achieve the set business goals and objectives in most
effectual and planned manner. All the function which are performed by these department are
interlinked with one another. The marketing manager of Cadbury have to formulate plans and
policies in order to promote their goods at market areas. There had to be strategies developed in
order to provide good quality products to their loyal customers so they can easily expand their

business operations. Thereafter there had to be cooperation made among all the business
departments as it helps in enhancing efficiencies of business and achieve their set business
objectives.
TASK 2
P3 Application of marketing mix to marketing planning for achieve business objectives
Marketing mix is the combination of different elements which are known as product,
price, place, people, promotion and physical evidence. Each firm is focusing on this concept in
order to achieve their set goals and targets and also achieve efficiencies in their working
operations. One of the major importance of marketing mix is linked with maximizing the sales
profitability thus enhancing individuals in order to buy the offered products. The application of
marketing element are different for every business but the most vital factor is related with
applying all the 7 factors in planned and effectual manner. The applications of different factors
of marketing are evaluated below as:
Basis Cadbury Hersheys
Product The products of Cadbury are very
rich and they are available all
around the globe. They are dealing
in various goods such as chocolate,
biscuits, milk products etc. They
are providing quality products to
all their customers thus they have
sustained strong image and are
classified among the leaders in
their production.
There products are mostly
famous for chocolate syrup
and sweet dishes. Their
products are available in
various sizes, shapes and
packing. They are offering
healthy and nutrition
products to their customers
so it does not affect their
health status.
Price The firms have adopted effective
marketing strategy and they are
charging high prices for those
products which are rich in nutrition
such as Oreo, Bournvita etc.
Thereafter they have made policies
in which there goods are also sold
at economical prices so people can
Hersheys are also offering
goods at comparatively
higher prices as compared to
the competitors thus they
are also classified under the
premium brands. The firms
are mainly targeting people
of middle class who can

easily purchase them thus
enhancing their profitability index.
easily buy there products.
The average prices of the
products which are offered
by firms are between $20 to
$55
Place The biggest strong point of firm is
that they are offering products to
customers through the most
effective channel of distribution.
The products of Cadbury are
available at any place all around
the globe and they are highly
demanded by customer due to their
quality. On the other hand there
demand are not higher in rural
areas but then also there overall
sales are much higher then there
competitors. The local retailers are
also much benefited from there
products.
The goods of Hersheys are
available on various
grocery and retail stores.
The firm are offering
products to customers
through different modes
such as online retailing
stores, vending machines
etc. Thus there presence are
available in popular locality
almost all around the world.
Promotion Cadbury have used effective
marketing strategy for their
products in order to capture
attention of customers. The
marketing of products includes
celebrity in order to sustain large
amount of customers. The brand
recognition of Cadbury is much
higher due to their Business to
customer marketing policies. At
this time every person buys
The firm are using different
modes of advertisement in
order to promote their
goods. Such as billboards,
magazines, online portals
etc it helps in capturing
attention of customers thus
there footfalls will be
increased. The major focus
of firm is to develop tasty,
flavoured and healthy

Cadbury chocolates due to their
quality.
chocolates so they will be
enjoy thus will have the
desire to buy the products
again this will help in
enhancing their profitability
ratios. They have also
launched a new product
which is known as Milk
Booster which is mainly for
small kids who are at
growing stage.
People In every business employees are
the major blood cell for effectively
running of all business operations.
They are the persons who are
achieving the set business
objectives by working according to
the set plans thus satisfying needs
and wants of all their potential
customers. Cadbury are using
strategies which are useful for
employees as they can utilize their
skill and capabilities in order to
manufacture goods.
Hershey have recruited
talented employees who are
developing new and
innovative ideas in order to
attract large number of
customers who will buy
there products. They have
achieved competitive gains
thus they can profitability in
their operations.
Process Cadbury have formulated an
effective manufacturing process of
chocolates considering quality and
taste of products. This is an
valuable factor as it helps in saving
both time and cost involved in
business operations.
Hersheys are also following
different step in order to
manufacture their final
goods. They are focused on
satisfying needs and wants
of customers by offering
them healthy products

Physical Evidence Cadbury have also made plans in
order to review about their
products from customers. This is
an important factor for managers
in order to analyze those areas
where improvements have to be
made so they can satisfy their
customers thus their profits will be
maximized.
Hersheys are mainly
focused cust organizing
research and development
activities in order to add
new and innovative features
in their products thus
influencing customers to
buy their products.
TASK 3
P4 Evaluation of marketing plan of Cadbury
Marketing plans are linked with achieving set business goals and objectives in desired
time that have been formulated for them. There are various promotional activities carried out in
order to achieve the set business goals thus gaining attention of customers. The marketing
documents are helpful in identifying the position of company at market place. The plans are
developed in formal structures in order to ensure flexibility in all their working operations. The
important function of business is related with development of effective plans so that business
which achieve success in their operations (Eslinger, 2014). There should be planning in order to
achieve the objectives so employees will not face any type of difficulty while performing their
operations. Before developing plans Managers are doing research in order to analyze their target
customers then accordingly identify their needs and accordingly serve products to them which
are beneficial. One of the important advantages of plans are that they are helpful in order to
utilize all the resources and funds which are available in the economy in most effectual and
planned manner. Managers should identify strengths and weakness of business in order to
achieve loyal customers. The major factors which are to be considered while formulating
marketing plan of Cadbury are evaluated below as:
Overview of Cadbury: The firm is mainly dealing in manufacturing Confectionary
products. They have expanded their product line in chocolates, biscuits, drinks, bars, candies etc.
They products are recognized by people all around the globe. They have recruited large number
of skill and talented employees who are working under them and developing new and innovative
ideas by which they can easily expand their business operations.
Vision of Cadbury: Vision is reflected as those areas where firms wants to place
themselves in future times. This is an vital factor as it is affecting the set aims and objectives of

business thus mangers should properly analyze the vision statement of firms. One of the most
important factor of vision is that it helps in providing direction to employees according to which
they have to carry out all their business operations thus they can easily achieve their set targets.
The vision of Cadbury is linked with working together and manufacture brands which people
will love and enjoy.
Mission : The mission objective describes the major objectives for which firms are
running their operations. The main mission statement of Cadbury is they are offering quality
products to customers and this is the main promise made by them. The image of firms are mainly
dependent on the quality products which they offer to there customers.
Objectives and Goals of Cadbury: There are various plans and policies formulated by
Cadbury in order to achieve their predetermined goals thus achieving the position of becoming
number 1 and best Confectionary brand all around the globe.
The Managers of Cadbury should have proper knowledge about the mission and vision of
firms so they can develop plans and policies which are beneficial in order to make effective
decisions and achieve effective results. Thereafter SWOT Analysis is carried out which is
beneficial in order to achieve effective results.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 9000 24000 30000 15000
Investment 21000 24000 30000 25000
Total 50000 30000 48000 60000 40000
Marketing
expenditures
Advertisement 1000 8000 3000 8000 5000
Sales promotion 2000 6000 3000 7000 5000
Direct marketing 9000 8000 3000 5000 8000
Total 12000 22000 9000 20000 18000
Available balance 38000 8000 39000 40000 22000

SWOT Analysis of Cadbury
Strength: The major strength of firm is that they are at the leading position in
manufacturing chocolates. Cadbury is at the second largest brand in confectionary after Mars.
Presence and they are running their business operations in almost 195 countries all around the
globe. There is effective channel of distribution which helps in easily reaching the products to
their potential customers (Hsu, 2011). They have developed effective portfolio as they are
offering their goods to large number of customers. The products are of high quality thus there
cost is also relatively higher. They are selling more then 40 goods which results in earning high
profits.
Weakness: Cadbury is not having effective channel of distributing goods in rural areas
and there were certain case related to the quality of the products which they offer to customers
this results in decreasing their market shares.
Opportunity: Cadbury is having the opportunity as they can easily explore their business
operations in Rural areas. This is an important factor as firm will earn high profits. Firm should
develop innovative ideas in order to add new flavors in products which helps in attracting large
number of customers.
Threats: As customers in this modern era are more concerned about their health thus
there is downfall in sales of their products while making comparison with past time. Customers
are mostly preferring healthy drinks which will not harm there body. If there is increase in the
prices of goods then it results in losing their potential customers.
STP of Cadbury
Segmentation: Under this factor the overall population is divided among small groups
and they all are sharing a similar feature. This helps in easily reaching towards their targeted
clients.
Targeting: The firm have differentiated their goods according to the choices of
customers. The products of Cadbury such as Bourneville are only purchased by people of higher
status.
Positioning: The punch line of Cadbury is the Real and sweet taste this is mainly used in
order to position the goods in minds of customers and they will be influenced to buy them. This
helps in enhancing profitability index of firms. They are making changes in their products
according to customer demand which helps in satisfying their need.
Execution: All the strategies are formulated in order to achieve the predetermined aims as
to attract large number of customers towards their products.

Evaluation: All the plans, strategies and policies formulated by firms are properly
examined so there can be improvements made in products and there sales and profitability will
not be enhanced.
CONCLUSION
From the above business reports it is evaluated that marketing plays an important role in
order to make customers aware about the goods sold by them thus enhancing their overall sales
and profitability ratios. Plans and strategies are valuable in order to achieve the set targets thus
achieving efficiencies in their operations. There should be proper analyzing of funds in order to
carry out promotional campaigns and also the available resources should be utilized in most
effectual and planned manner.

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