Marketing Essentials

This document discusses the role and responsibility of marketing function, the application of marketing mix, and the marketing plan for achieving success in the marketplace. It focuses on Cadbury, the second largest confectionery brand, and its competitors. It also explores segmentation, targeting, and positioning strategies, along with the SWOT analysis of Cadbury.

Marketing
Essentials
1

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
PART 2............................................................................................................................................3
P3. Application of marketing mix..........................................................................................3
P4 Marketing plan..................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is defined as set of actions that are taken by an organisation in order to promote
its product or services within market place to make all the information required by potential
customers available for helping them in forming purchasing decision (Blythe and Martin, 2019).
This support in attracting the customers toward the offering of a company and support it in
archiving the profitability. For this report Cadbury is taken into consideration which is a second
largest confectionery brand that offer range of product category i.e. chocolate, candy, bars, milk
additives, etc. The current report involves a discussion regarding role and responsibility of
marketing function along with interrelationship with another functional department. Other than
this it also involves a discussion about the marketing mix along with market plan to achieve
success at marketplace.
PART 1
Covered in PPT
PART 2
P3. Application of marketing mix
Marketing mix is defined as the set of action plan to be executed by the organisation with
an aim to promote the product or services among its targeted customers so that they would be
able to grab a larger market share and be able to achieve competitive edge. The marketing mix is
consists of seven elements that combinedly form up an appropriate strategic marketing plan
which support Cadbury in achieving greater market success by satisfying all the need and
demand of customers. The use of marketing element by Cadbury are explained belong along
with its comparison to the Nestle,
Elements Cadbury Nestle
Product Cadbury is ranked as second largest
confectionery company throughout
the world. It deals in several product
category such as chocolate, candies,
beverages, biscuits etc. The most
popular brand of Cadbury are bourn
Nestle is a competitor of Cadbury as
it offer similar kind of confectionery
products. It offer range of food and
beverages among them some are
mostly liked by customers
(Silberschatz, Galvin and Gagne,
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vita, dairy milk, Bournville, Oreo
etc. which are consider as premium
brand. On other side, brands like
five star, eclairs perk etc. are low
budget product.
2014). This mainly includes Nestles
milk maid, Nescafe coffee, flavoured
milk etc in beverages. On other side,
Kitkat chocolate, pasta, Maggie etc.
are some of the brand that are
performing wonder within market.
Price Cadbury adopt pricing strategy as
per the popularity and quality of
product they are offering. Among
them products like Oreo biscuit are
consider as premium product that
are offered at higher price (William
and Zikmund, 2012). On other side
the products like chocolates perk,
éclairs and five star are the product
that offer taste of Cadbury at low
price. Therefore, Cadbury offer
different product as per the need of
customers in different prices.
On the other hand Nestle offer its
product prices as per the product
demand in market and competition
present. In this the products such as
Nescafe and Maggie are usually
offered at skimming pricing strategy
as the competition for these products
are lower as they are rich in taste and
almost rule over market. But on other
side products like KitKat, Munch are
offered at low price due to a huge
competition in market.
Place Cadbury supply its product all over
the world with the help of its wide
spread distribution channels that
deliver the products of Cadbury to
the retailers at different part of
world. Cadbury offer its product to
final customer by offering them
products with the help of several
retail stores and it offer its product
in more than 200 countries.
Nestle maintains a largest network
within European countries where its
product are highly demanded and
appreciated. Nestle get around 90
percent of its sale from this region
only. Rest it also offer its product in
Asian countries too.
Promotion Cadbury is very much known for the
promotional strategy that it adopt to
Nestle make use of several kind of
marketing strategies in order to
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attract the customers by getting
connected with them emotionally
(Clow and James, 2013). It use
several channels for performing
promotional activities such as online
ads, TV commercials, posters, radio,
newspapers etc. Other than this it
also uses taglines for connecting
with the feelings or rituals that
customers follow which in turn help
in developing a better relationship
with target market.
promote its brand. This includes TV
commercials, newspaper, magazine,
posters, banner, sponsorship,
marketing campaign and social
media. These omni channel marketing
practice support Nestle in grabbing
much more attention among people
throughout the world. But among
them all the Nescafe tune of Nestle is
one of the most successful
advertisement campaign which act as
a strong factor for placement of
Nescafe in marketplace.
Process For making its product reach from
its factories to final destination,
Cadbury’s product went through
range of intermediaries. Within this
the products are firstly manufactured
with its factories which then
transmitted to warehouse then with
the help of suppliers these products
to wholesalers where the products
are divided into small sets which get
transmitted to retrial stores as they
are the destination spot from where
customers actually buy these
products.
The Nestle always put emphases
toward remaining approachable to its
customers. For this it also maintain its
network throughout several retailers
to reach its customers by moving
through range of intermediaries such
as factories to wholesalers, suppliers
and then retailers (Huang and
Sarigöllü, 2014). Other than this its
Nescafe brand is very much famous
which flow right from warehouse and
wholesalers to different restaurants,
cafes and retailers from where
customers get access to the products
People Cadbury is actually rule over market
within this confectionery industry by
regularly working over altering and
aligning the product or services as
As Nestle operates its business in
several different countries and due to
which each customer have different
perception and also required different
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per the current requirement. For this
Cadbury target people of all age
group that are having different taste
and age i.e. from old age people to
children. Despite of this for offering
high quality products, Cadbury
usually hire people that holds good
understanding about the chocolate
flavour and ingredients used for
production to maintain the position
within market place (Chinn, 2017).
way to approach those customers. So,
for ensuring that product perform
successfully within market place and
deal with competitive market it
regularly organise training program
for sharpening up their skills and
make them capable of dealing with
the challenges prevailing in market
place. This further help Nestle in
providing better services to its
customers and make them capable to
achieving competitive edge.
Physical
evidence
Cadbury remain very much fond of
adding more and more physical
evidence for customers so that they
get attracted toward products or
services. The majority of retail
stores which offer products of
Cadbury, it provide them with
banners and posters to post on their
stores to grab the attention of
customers. For this Cadbury also
pays its retailers with some extra
amount of money so that they
perform store front display of
Cadbury that instant catches the eyes
of customers.
Nestles makes use of a different
colour combination such as red, black
and golden for packaging of its
product that act as a physical
evidence and help in attracting the
attention of people toward its product.
Other than this it also provide its
retailers with some pop up posters,
wall chart to place in their stores for
attracting attention of customers.
P4 Marketing plan
Marketing plan is defined as the written document which mark basic information regarding
the main objectives of the organisation as well as efforts, they are required to impose for
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accomplishing those goals (Baker and Magnini, 2016). This document support in displaying the
set of actions to be taken into consideration by an organisation with an aim to implement the
marketing strategy and making optimum utilisation of resources available in getting the
marketing success. The marketing plan help an organisation in identifying the path with the help
of which they can be able to achieve their set objectives. The marketing plan of Cadbury is
mentioned below:
Overview of the company:
Cadbury is a highly known British multinational confectionery company that owns its
headquarter within west London and also ranked as second largest confectionery brand after
mars. Cadbury deals with in the range of confectionery product comes under both food and
beverages category (Zadnipranna, 2017). This mainly includes chocolates, milk additives,
candies, candy etc. and currently it is operating in more than 200 countries all over the world
where it offer product to final consumers with the help of retail channels.
Mission: The Cadbury operates its business over a mission of remain constant toward
brings changes and improvement in their product to offer high quality products that remain good
in quality and taste to provide maximum customer satisfaction.
Vision: The main vision of CADBURY is to create good brand image and reputation so
that customers can trust on its quality and offerings.
Marketing objectives
The objective of Cadbury is capture a larger market share and enhance the volume of sale
for offering its new range of fat free flavoured milk in order to get it placed strongly within
market place. For accomplishing this goals, it is very much crucial for Cadbury to set up
SMART objectives as they help in providing direction and a way to measure the progress of
goals. The SMART objectives are those that are Specific, Measurable, Achievable, Reliable and
time bound. The objective which Cadbury want to achieve are mentioned below:
 To capture around 20 per cent of market share within 6 months after its launch of fat free
flavoured milk.
 The Cadbury must increase its volume of sale by 20% in 3 months i.e. by march 2019.
STP:
It is refers to the combination of three basic approaches which support an organisation in
development of an effective marketing plan that consist of segmentation, targeting and marketing
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(Caragher, 2016). This support in determining the actual area of customers that would be
interested in product and can be targeted with all of the promotional activities to attract them
toward product offered. The STP approach of Cadbury are explained below:
Segmentation: It is defined as the process where the whole market is divided as per the
homogeneity of characteristics, taste and preferences shared by customers. As the new launch of
Cadbury is flavoured milk with fat free factor, so its customers within marketplace are being
offered on the basis of demographic segmentation.
Targeting: Once the segmentation for whole market is done as per the suitability for
product demand, the next step is to focuses over targeting the customers with all the promotional
strategies in order to make them influence to purchase product or services offered by Cadbury
(Caragher, 2016). The target market of Cadbury for this flavoured fat free milk would be
children to adult within the age group of 5 to 50 as it will attract them most.
Positioning: After identifying the target market next step is to position the image of
product within mind of consumers as a solution to their demand for this kind of product.
Cadbury position itself as a replacement of old and simple milk that not liked by all people to
this fat free flavoured milk which remain taste and healthy at the same time.
Swot analysis of CADBURY
Strength
 Cadbury offer its products in several
flavour as well as size to meet with
requirement of different people and
making the product remain affordable
to everyone.
 The biggest strength of Cadbury is its
wider distribution network which it
maintain throughout the world for
making its product available to its
customer at any place.
Weakness
 The main weakness of Cadbury is
negative publicity that happen due to
defect found in chocolate bar that
affected its brand image and sale of the
company as well.
 The high price quoted over product
over its premium brand also sometime
influences its customer for brand
switch.
Opportunities
 Opening up its own stores for selling its
several product categories would be a
Threats
 The increasing concern among
customers for switching confectionery
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greater opportunity that support in its
growth.
 Cadbury must try in enhance its reach
to rural area also for maximisation of
market share.
product to healthy food habit leads to
drop down of sales.
 Competition from brand like Mars is a
major threats that may affect its market
share and sales.
Marketing budget:
Particulars 1st year 2nd year 3rd year 4th year
Initial money 12000 8000 5000 5000
Investment 8000 70000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
12000 1000 3000 4000
Promotion 5000 3000 5000 2000
Sales
publicity
4000 2000 1000 2000
Direct
selling
4000 2000 1000 1000
Total 25000 8000 10000 9000
CONCLUSION
From the above-mentioned information, it can be said that marketing plays a significant
role within market success of a brand by acting as a bridge for connecting a customer with brand
by providing them access to all the information that they need to form up purchasing decision.
But to ensure successfully accomplishing the marketing goals it is crucial for the market
department to remain interconnected and collaboratively working with other departments to take
up informed decision and deal with challenges present in market. Other than this, marketing mix
plan also remains helpful in forming better strategies to deal with the market challenges by
featuring tactics at every step of the marketing practices along with elements connected to it.
Despite of this the marketing plan also remain helpful in guiding the actions taken by
organisation by providing a step by step guidance about each action to be perform.
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REFERENCES
Books & Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Caragher, J.M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA
Journal, 86(12), p.11.
Chinn, E.R., 2017. Essentials of Branded Event Marketing (Doctoral dissertation, University of
Oregon).
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc.
William, K. and Zikmund, B.J., 2012. Essentials of marketing research. London: Cengage
Learning.
Zadnipranna, T.S., 2017. PUBLIC RELATIONS ESSENTIALS OF THE ABSTRACT
MARKETING VALUABLES. In Topical issues of contemporary science (pp. 168-170).
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