Marketing Essentials

This document provides information about the key roles and responsibilities of the marketing function, the interrelation among departments of Cadbury, and a comparison of the marketing mix of Cadbury and Kinder. It also includes a marketing plan for Cadbury.

Marketing Essentials

Table of Contents

INTRODUCTION
Marketing is a function which is concerned with the advertising as well as promoting of
company’s services. An organisations has an objective of managing the attention of customers
towards the products of the company. There is proper working of the marketing function so that
organisational goals and objectives are achieved in effective manner. An objective of marketing
is to manage the maximisation of revenue and sales. There is need of working effectively for
increasing profit and sales of the organisation. It is important for the company that there is
proper emphasising on the sales and profits of the company (Baker, and Magnini, 2016).
Promoting is a procedure that conducts tasks by affecting customer enthusiasm by making
mindfulness among them identified with authoritative contributions. Alongside it has been
assessed this is a vital part of association that upgrades substance by and large deals and
productivity in viable manner. With the help of advertising capacity association upgrades their
notoriety and brand picture in separate mechanical segment. This unit point towards affecting
purchaser buying conduct so as to expand by and large benefit association at incredible degree.
The present report includes information about Cadbury. This is a chocolate company that serves
across the world. This company is known for providing standard and quality chocolates to
people. It is seen that there are various ways by which this company is managing the functioning
of marketing department.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
The marketing is defined as the function of company that is involved in promoting and
advertising the products and services of the company. The marketing department consists of
managing the work in effective manner and achieving the sales target of the organisation. It is
seen that the company must be knowing the different ways for marketing and promoting the
products of Cadbury so that there is no issue or problem when achieving the organisational goals.
In this report, there is discussion regarding the concept and roles of marketing within the
organisation. Marketing is defined as the process for conducting the operations which are used
for influencing the consumers towards products of Cadbury. The different roles and
responsibilities of marketing department of Cadbury are mentioned below –
Branding:

This is a very important function of marketing department. This is ensured that Cadbury
is able to provide branding of products and services effectively so that organisational goals are
achieved in less time. This is very essential for company that it is conducting the business tasks
and activities in given time frame so that it is easy for managing the sales and profits of the
company. This is very essential for the company that it is managing the work of the company
effectively so that goals are being attained in less time. In context of Cadbury, it is concluded
that role of marketing within this organisation is that there is evaluation and managing of various
organisational activities so that there is attainment of targets in less time. The responsibility of
Cadbury marketing department for branding is that it is helpful for formulating the emotional
connection between consumers. This is very essential for managing the functioning of the
company and increasing sales and profits of the company. Branding also helps in increasing the
competitive advantage of the company.
Creation of market awareness:
Marketing provides the company to manage the functioning in proper manner by
analysing various ways of marketing in effective manner. There is need for the organisation for
marketing and advertising the product in effective manner. The role of marketing in increasing
market awareness is that Cadbury is able to analyse the awareness of products and services
offered by the company. This is concluded that Cadbury is able to manage the sales by
evaluating the influence upon the buying behaviour of customers. It is important for the company
that all work is done in effective manner so that company is able to manage marketing so that
targets are achieved in less time. The responsibility which marketing department has in Cadbury
consists of enhancing the financial performance of the company. There is also need of preparing
effective money for conducting the research.
Market research:
Another role of the marketing department is to manage the market research. Cadbury
conducts proper market research for knowing what are the different ways for increasing sales of
products. There is need of managing the work properly so that there is development of strategies
and competitive advancement is managed properly. The role which Cadbury plays within the
organisation is that it has to conduct a good marketing research so that goals are achieved in
effective manner. The responsibility of marketing department is that all the business operations
are evaluated in effective manner.

P2 Define interrelation among departments of Cadbury
Marketing is defined as a process for managing the organisational targets and goals of the
company. This is an essential function for the company to manage the functioning of company.
This is very important for the company to manage the business operations of the company so
that business operations are worked in effective manner. It is concluded that organisational goals
are achieved in proper manner so that work is done in effective manner. It is essential for
Cadbury that it is working effectively for achieving organisational targets. It is very important
for Cadbury to manage the working of business in effective manner. This is concluded that
organisational activities are done properly. It is very essential for the organisation that work is
done in effective manner so that organisational goals are attained.
HR with Marketing:
The human resource department of Cadbury is managed in proper manner and this is linked with
proper manner. It is seen that the HR department and marketing department are linked with each
other for managing the organisational goals. There is interrelation between marketing and HR
department for managing the business operations. There is management of organisation for
attaining the organisational targets. The marketing department is involved in promoting and
advertising the products and services of the company. The department within Cadbury provides
fulfilment of requirement of every department. This is concluded that Cadbury must manage the
employees for attaining organisational targets. Likewise, this office additionally point towards
making a positive and beneficial working environment culture by directing capacities like
enlisting, choosing, preparing and advancement. This unit play out their activities in the terms of
dealing with decent variety by overseeing representatives in compelling way. In wording with
Argos in has been assessed that HR office in organization play out their activities in productive
route by recruiting possible applicants. This unit is having close binds with advertising unit, as
HR division of element satisfy enrollment hole of promoting by giving them gifted, proficient
and skilled representatives. While then again promoting division convey the arrangement of
association to representatives and convey brand messages to work power. With the assistance of
this solid between relationship both of these units point towards upgrading hierarchical benefit
and efficiency for extensive stretch of time.

Marketing with R&D:
Research and Development department of the company is involved in conducting researches for
analysing the needs and demands of customers. This is very important to manage the functioning
of company and know what are the needs of customers and how it is managed for providing
them standard and quality products and services. It is important for the company that there are
proper planning and management of needs and demands of customers so that organisational
goals are attained in effective manner. This is concluded that research and department is
connected with marketing department. It is concluded that these two departments are connected
with each other and they are functioning in effective manner.
TASK 2
P3 Comparison of Marketing mix of Cad-bury and Kinder
Marketing mix is a tool that contains various factors like Product, price, place, promotion,
people, process and physical evidence. This is used for knowing what are the various strategies
used by the company to manage the marketing. The marketing mix of Cadbury is mentioned
below -:
Basis Cadbury Kinder
Product Cadbury is a company that
provides various chocolates and
candies within market. There are
various chocolates of the market
which this company is making.
These include Crunchie,
Bournville, Dairy milk, Caramel
cake bars, Brunch Hazelnut, Five
star, Oreo, Bournvita and many
more. This company provides
quality and standard products
which are available within market.
These are provided to the
Kinder joy is a company which is providing
chocolates to the customers. There is need for
managing the chocolate sales effectively.
There is unique feature within this company
in which it provides products to customers
which includes shape of an egg. This
company gives standard and quality chocolate
rich items to customers. The main strategy
which this company uses for attracting kids is
this toy.

customers so that they are available
within market.
Price This company is offering products
and services to people especially
kids. There are various organisation
like this who are providing this
type of product within market. This
organisations is providing
chocolates to people. For e.g. there
are various chocolate companies
which provides chocolates to
people. Bournville is sent at high
rate than other products like eclairs,
five star etc. which are sold at low
prices.
Kinder is one of the biggest competitor of
Cadbury. There are various products offered
by this company at affordable products.
Pricing of Kinder chocolates are
comparatively higher than Cadbury products.
The price consists of both the chocolate and
the toy. The marketing and advertising cost is
also included in overall price. The USP of
Kinder is that it sells products with a unique
toy.
Place Cadbury is a company that
provides effective products to the
company. There are various factors
associated with place of the
company. Cadbury’s market
position is high and this company
offers in different places. Cadbury
offers chocolates to people at
various urban as well as rural
places.
Kinder reaches the customers through
different retailers and bulk buyers. Some of
the supermarkets like Tesco, Wall-mart,
Hypermarket etc. take the products of Kinder
directly and sell these to customers. These are
easily available to all customers at affordable
prices. kinder joy was launched first in Italy
and after that in other countries like
Germany, china, Spain and India.
Promotion There are various promotional
strategies and plans which are used
by Cadbury to advertise it’s
products. These include poster,
television, newspaper, online and
Kinder is doing promotions by using media,
TV advertisement, newspaper, websites,
social media platforms, etc. Kinder uses e-
commerce web sites for selling the products.
There are various promotional ways used by

radio. There are various brand
ambassadors used by Cadbury for
marketing the products. There are
various TV commercials used by
Cadbury to promote the products.
who advertise the products of the
company through TV commercials
and online videos. This company
uses ATL and BTL for promoting
the products.
Kinder.
People Customers are an important
element for brand establishment
because they are directly involved
in increasing sales of the company.
Also employees working in
Cadbury are given effective
promotions and motivation for
doing work in good manner and
keeping customers happy.
The employees of Kinder are motivated for
working by providing the various attractive
packages, bonus and incentives. This helps in
increasing sales and profitability for company.
Process Cadbury provides standardized and
customized flow of the processes
and activities. There are Various
market researches conducted for
managing the work effectively.
Kinder company provides effective education
for managing the business. There are various
areas for managing the products and services
in proper manner. This is ensured by the
company that work is done in effective
manner.
Physical
Evidence
Cadbury is a company which
provides chocolates to people. This
is important for the company in
order to manage the working. There
The packaging of Kinder is very much
innovative and attractive which helps to
attract many customers.

is important of infrastructure in
managing the work. According to
the physical evidence, it is stated
that company is having effective
infrastructure.
TASK 3
P4 Marketing plan of Cadbury
A marketing plan is known as the planning and strategy used by the company for
analysing the profit of company. There is need of managing the marketing plan so that work is
done in effective manner. It is important for the company to manage the functioning by working
for managing the work. Marketing plan is defined as the target market and managing the various
kind of marketing strategies. There are some guidance and directions for planning that has to be
done for doing marketing. The marketing plan of Cadbury is listed below –
Company Overview- Cadbury is one of the British multi-national confectionery industry
and owner of this company is Mondelez International. This company was first started by John
Cadbury in the year 1824. This company do business across 60 countries around the globe. The
company was granted first royal warrant by Queen Victoria in 1854. Cadbury offers various
products such as chocolates, beverages, spreads, biscuits, ice cream and many more varieties.
The major competitors of Cadbury are Nestle, Dove, Galaxy, Kinder.
Vision- The vision of Cadbury is to make people work together and creating products
with love.
Mission- Cadbury mission statement defines “ Cadbury Means quality” because this
organisation provides products with quality and empathy to the customers.
Objectives- Cadbury has both short as well as long term goals (Pike, 2016). These are
fulfilled by making effective strategies and plans. For sustaining in market for long period,
Cadbury is making various innovations and this is helpful in making more sales and money. The
objective of this company is to increase 10% marketshare by launching new chocolate in market.
Product Range- The product mix of Cadbury includes chocolates, biscuits, beverages,

health drinks, gums and candies. This company provides chocolates to various people across the
world.
Market Analysis and Research- Cadbury company must conduct effective and strong
market research before establishing a new chocolate within the market. This is helpful in
gathering and collecting data regarding customers and their perspectives about the chocolate
products.
Financial plan - It is a fundamental part before building up new item or administration in
advertise (Scarborough, 2016). It is remembered for advertising intend to demonstrate how much
consumption should be made so as to secure assets for making last item and achieve targets. A
financial plan is estimation of cash required for creating item in showcase so as to have long haul
development and endurance (Smith, 2014). This shifts according to amount of item. The
administrator of Cadbury has arranged spending which will be useful for next 5 years which is
demonstrated as follows:-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 600 850 1200 1450 1835
Investment 1200 1400 2550 3200 1350
Total 600 2250 3750 4650 3185
Marketing
outlay
Promotion 650 320 430 330 325
Sales
publicity 220 210 330 220 200
Sample
distribution 420 250 600 300 465
Total 12900 7800 13600 8500 9900

STP Approach- STP of Cadbury is as follows:-
Segmentation The market segmentation of Cadbury is based
upon people , place and customer’s needs
(Purvis, 2015). The segmentation of Cadbury
is mentioned below –
 Psychographic segmentation- The
products are divided on the basis of size
such as bars, large and small blocks.
 Geographic segmentation- The market
segmentation is done on the basis of
region like rural, urban and semi-urban
 Behavioural segmentation- Cadbury
segment their market on the basis of
same behaviour of particular area.
Targeting- This is known as the focus on which the
company is managing to promote the product.
The target market for Cadbury is people that
have age group of 5 to 20 years.
Positioning
This is positioning of product within the
market.
SWOT analysis- the SWOT analysis is helpful for knowing what are the various
strengths and opportunities present within company for managing the competitive advantage.
There is need of managing the company’s strength and weakness so that they are worked upon
for increasing sales and profits of the company. SWOT analysis of Cadbury is as follows:-

Strength
 Cadbury is well reputed company.
 The products of Cadbury are of good
quality and brand loyalty of this
organisation is very high.
Weaknesses
 There is ineffective distribution channel
in villages and rural areas.
 As Cadbury provides chocolate
products so many people suffer from
health issues like increased cholesterol,
diabetes, sugar etc.
Opportunities
 Cadbury has an opportunity to expand
in food segment.
 This company has good reputation in
market and it can expand business in
any country if it wants.
Threats
 There is low degree of brand loyalty of
customer's in chocolate industry or
market.
 Some people are health conscious and
they do not prefer chocolates.
CONCLUSION
From the above discussed report, it is concluded that marketing is one of the most
essential factor which is helpful in achieving organisational targets and goals. This is important
for the company that marketing department is working in proper manner for managing the
effectiveness of company. It is very essential for the company that company is working
effectively for managing the work. It is essential that marketing department is functioning
effectively and there is interrelation among all the departments. This provides help in achieving
the goals in less time.

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