Marketing Essentials: Cadbury's Marketing Plan and Business Objectives

This report provides an analysis of marketing essentials within the context of Cadbury, a leading confectionery enterprise. It begins by explaining the key roles and responsibilities of the marketing function, emphasizing how these roles relate to the wider organizational context. The report then delves into the application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) in the planning process to achieve Cadbury's business objectives. It includes a comparative analysis of Cadbury's marketing mix with that of its competitor, Nestle, highlighting the differences and their impact on business success. Furthermore, the report formulates and examines a marketing plan for Cadbury, considering various strategic steps and their implementation to encourage and boost sales. The research department, finance department, human resources, and consumer-friendly departments of marketing are discussed to show the wider context of marketing departments. The report concludes by summarizing the critical aspects of marketing essentials and their significance in achieving organizational goals.

Marketing
Essentials
1

Table of Contents
Marketing...................................................................................................................................1
INTRODUCTION .....................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function.............................3
P2. Roles and responsibilities of marketing that relate to wider context of organisation.....5
P3) Ways to apply marketing mix in planning process to achieve business objectives........7
TASK 3 ...................................................................................................................................12
P4 Marketing Plan of Cadbury............................................................................................12
CONCLUSION .......................................................................................................................15
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INTRODUCTION
Marketing essentials can be characterized as the attributes that facilitates in the
enhancement and improvement of the marketing functions and activities of a business
organisation. The major objective of the marketing essentials is to persuade and influence the
target consumers towards the organisation's products and services. Cadbury is one of the
leading confectionery enterprise in the United Kingdom. The business operations of Cadbury
is expanded all across the globe The report highlights upon the roles of marketing function of
Cadbury and how the same relate to the broader organisational aspect. It discusses the
application of marketing mix in the respective company. It also involves formulation and
examination of marketing plan of the concerned organisation.
P1. Explain the key roles and responsibilities of the marketing function
Marketing is a primed frame of tasks for upgrading and advertising goods and
services so that sales can be promoted and buyers can attain a high profits which will gratify
the needs and desires of them. This will increase their savings and thus the buying capacity
which will lead to indirect increase in sales of a respective company and thus the income. In
such context, the main aim of Cadbury is to influence its target market, which consists of all
ages due to variants in the products which it deals in(Bernstein, D., 2018). When target
market is influenced and promoted to buy on frequent basis, it will lead to increase in sales of
products of cadbury. To enhance the marketing, the role and responsibilities play a significant
role as people are diverted to a product only when they are persuaded towards a respective
product, thus eliminating its competitors. For this Cadbury is performing all possible
measures which can help it to compete with Nestle. Chief purpose of marketing is to persuade
determinant market place to buy product and services from a respective organisation. The
major purpose can be preferably carried through by pursuing bit by bit procedure of
marketing function which mainly involves four strategic step:
 First Step Breaking down the possibilities available in the market place which
basically involves evaluating the wishes and desires of buyers.
 Second Step After breaking down the market area, the succeeding step involves
selection of target market that is a prime framework of potential buyers to whom
products and services are required to be offered.
 Third Step When the target market is defined, the next step belongs to development
of marketing mix strategies that assist in upgrading and advertising products in an
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effective and efficient way of formulation towards customers(Blythe, J. and Martin,
J., 2019).
 Fourth Step This is the last and final step which involves carrying out of ideas and
plan of action in a manner that they are developed for encouraging and boosting the
buyers.
Marketing mix plays a significant function in persuading the captive target market to buy any
product or service of an organisation. It is an accumulation of different functions that assist in
employing the products and services in accordance to the needs and requirements of
consumers. These set of activities helps in evaluating the desires and tastes of consumers that
boost in estimating the demands of coming time in a market so that the goods can be faced in
accordance to the requirements given. Underneath are the duties and obligations of the
marketing manager: Marketing Information Management or MIS:- It also refers to the research of
market and plays a significant part in advertising department. In this marketing
manager performs a research in a captive target market in context to examine the
wishes and desires of consumers. This assists in evaluating the characteristics or
welfare that organisation's goods must employ for providing satisfaction regarding
consumer's needs and wants(Brooksbank, R., Subhan, Z. and Miller, S., 2018). This
subject matter in further manner assists in developing needs and wants. This subject
matter speculates systematic plan in such a manner that it imparts towards the
attainment of competitory reward in market area. Marketing managers of cadbury
performs research of market in a way to evaluate the dynamic requirements of buyers
and systematic plans exploited by rivals. Knowledge of Market:- Attaining a knowledge of the market area is an utmost
precedence of any and every organisation, so as of cadbury. It informs regarding the
condition of market and their needed coming demands. This includes both internal
and external factors. The information of market assists the company in debuting new
goods and getting benefited by available possibilities of market. Monetary status:- The purpose of monetary issues are of high importance. The
finance plan is formulated and finance is assigned by cadbury manager so that tasks
are performed smoothly. The marketing team lay focus on the area from where
finances can be obtained easily to widen scope of business. Packaging of goods:- The buyers are drawn by the packaging of product and for this
there has to various differences in packaging so that more and more consumers pulled
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in with respect to the goods. The placement of product in stores is also in accordance
to the more attractive and pleading goods at an approachable location, so that target
buyers are engaged and sales increase.
 Distribution Channels:- The business and its managers lay emphasis on occupying of
higher number of consumers in any way. For this Cadbury has maintained online
stores on different websites also with offline reach so that more and more consumers
are approached. In order to alleviate the reach and brand name, distribution pace is
fastened so that authentic approach is proceeded(Chernev, A., 2018).
It can be seen from the above following facts that all of the above roles are linked to
the marketing team which is highly required by the organisation. No organsiation can work
without a marketing team and Cadbury being a global brand and having many close rivals
needs a well equipped marketing team and to fulfil this it has a team which helps the
organsiation in leading over other rivals like Nestle and sustain in competitive world
especially during festive times. It has made a famous and approachable brand image of
Cadbury.
P2. Roles and responsibilities of marketing that relate to wider context of organisation
Each and every firm requires a significant approach to construct various production
units where manufacturing can be executed and leads to effortless operation of an
organisation. In reference to this it can be said that without setting up a marketing team, the
organsiation would not be able to meet pre decided objectives. In reference to Cadbury, it has
both platforms that is operating on both virtual and physical platforms round the globe.
Because of having a creative marketing team Cadbury is able to compete its close rivals like
Nestle, Hersheys, Mars, Lindt and many more. The wider context of marketing departments
as discussed underneath are:
Research department of marketing
Each and every part of department has its own importance and is not to be ignored. The
departments in every organisation performs the function of research and development,
providing the advice on the related factors like investment sectors that can bore a good
amount of funds at a low rate of interest. Also the product design should be as such that it can
attract more and more engagement of buyers leading to dynamism and much more. Cadbury
even focuses on engaging and treating its employees fairly by involving them in decision
making and taking views if any discrepancies have been lingering round in work process. The
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team leads and provides ideas of the market and also incorporates in organisation to lead
above all.
Finance Marketing of department
As finance is considered the blood of an organisation and without it no operations can be
performed. The department of finance deals with the learning of financial issues like assets,
liabilities, banking, cash, investments and others(Budanov, V. and Aseeva, I., 2019). In this
reference, Cadbury focuses on producing better quality products with a minimal cost that
enables in spending a high amount in procuring ideas for processing a market. They are
approved for developing a systematic plan which dwells within new products, pricing tools of
goods and relate their assignments to attain goals.
Human Resource department of Marketing
The administrative unit which focuses in the obligation of recruiting, training, interviewing,
hiring and selecting talented and high skilled employees which promote development and
gain of Cadbury in the market area. The work force hires have a comprehended learning of
tastes, preferences, choices, sensations and much more. As Cadbury has a wide range of
chocolates with attract every age of individuals. The work force is importantly required to
share the mission and vision statements of the organsiation so that the work force can
construct social and humanly links within the organisation that will surely help in sustaining
a good brand value and high profits for a longer duration of time.
Consumer friendly department of marketing
The consumers are the kings of market place and they should be laid emphasis in a more
focused manner. This department of marketing performs its operations in a manner that is
suitable for building up of good relations with consumers and attaining loyal consumers
towards the brand. Due to the reach round the globe, where there are so many cultural
diversification and to meet all that, with smooth running and attaining good revenue the
marketing mix is required to be applied in an efficient manner by providing pocket friendly
goods.
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P3) Ways to apply marketing mix in planning process to achieve business objectives
In order to start for looking new business strategy it is suggested to go through
marketing mix. Marketing mix refers to those group of activities used by companies to
promote their product and services in order to attract their customers to buy the same. These
group of activities include selling, advertising and delivering a product to the target or
potential customer(Castaldo, S., Grosso, M. and Premazzi, K., 2020). Marketing mix is a part
of planning process which is used to suggest suitable marketing strategy and manoeuvre to
utilise them in an appropriate manner. Every company needs to use this marketing mix but
they use different methods of implication depends on different companies because of their
different objectives.
As marketing is a continuous process and if company stand still then company will
left very much behind. Marketing mix is a tool which is used by various businesses and
marketers to determine the strategies used to fight in competitive market. Nestle is a company
which is a great competitor of cadbury and offers various products in the market which are in
high competition with product of cadbury. There are various Ps of marketing mix which can
define their product in a very efficient manner. Earlier it was 4Ps which describes the
marketing mix but which the increasing competition it becomes 7Ps which is essential to
determine the marketing strategies for the companies. The 4Ps which are associated earlier
were product, place, price and people afterwards the specialist finds the need to add
promotion, physical evidence and process in it to widen its scope.
From the above image it is clear that marketing consist of seven components which
includes place, price, product, promotion, process, people and physical evidence. Cadbury
7

has a different marketing mix than other organisation which deals in same category and that
is a biggest reason for its success(Chiguvi, D., Madondo, E. and Tadu, R., 2019). To get
better understanding of its difference with various companies its marketing mix is compared
company Nestle which deals in same category and the difference is given in following table:
7P's of marketing Cadbury Nestle
Product Product talks about the
variety of products offered by
the company in order to
sustain in market.
Cadbury is a very popular
brand in beverage sector
which offers several
categories of products like
chocolates, milk additives,
biscuits, etc.
In the various categories of
product its famous chocolate
brands are Dairy milk,
eclairs, perk, Bonneville and
five star. Under the category
of biscuits Oreo is its most
famous products and Milk
additives include Bournvita.
Hence, cadbury offers very
strong line of products
because of which it leads the
chocolate industry all over
the world and spread in all 7
continents across the
world(Cooper, C., 2020)
Nestle is one of the largest
competitor of Cadbury which
also deals in various
categories of products which
includes chocolates, biscuits,
beverages, milk powder,
cooking aids, etc.
In these category of products
the company gets popularity
from certain products under
every category such as in
cooking aid it offers pasta,
Maggie, noodles, etc. in
chocolates it offers Munch,
KitKat, Polo, milky bar, etc.
and in beverages it offers
coffee which is popular
everywhere.
All its products are designed
in a wide range to cover from
occasionally used products to
daily use products.
Price In price process it talks about
the pricing strategy of the
Nestle determines it price on
the basis of the quality of the
product offered. Itv maintain
8

company.
Cadbury determine its prices
according to the quality, sizes
and category of product and
also the need of different
segments of the market.
In some cases the prices of its
products are high and in some
cases with premium Quality it
is very much reasonable like
perk and Five Star(Hole, Y.,
Pawar, S. andBhaskar, M.P.,
2018).
It is reasoned as a premium
brand because of its low
priced chocolates which are
accepted across several target
markets
the quality of product in such
a manner that customer is
ready to buy it at any cost for
example coffee and Maggie.
Pricing strategy of Nestle
includes offering products at
very reasonable cost to reach
every segment of the market.
It also offers bulk discounts
to be sold in whole sale
markets and market stores.
Place or Distribution This mix discusses about the
distribution channels of the
company.
Cadbury offers its product in
all 7 continents across the
world which includes more
than 200 countries.
Cadbury is able to sell its
product in such a large
market because of its
effective as well as fantastic
channels of distribution.
They offer their product to all
the areas either urban or rural
areas.
Nestle run its setup in 86
countries globally, hence
sales are according to that and
they are dynamic in nature.
They donotv sale their
products directly but follows
a chain of manufacturer,
Distributor, wholesaler,
retailer and then finally to
their consumers.
Their products are available
in all varieties at maximum
outlets and they always look
forward to increase its outlets.
The main business area of
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The distribution of Cadbury
is so strong that in spite of
being manufactured in
England it is available to their
customer at their nearest
retail store.
Nestle is Europe as it
generates its 90% of revenue
and sales from that
area(Ihtiyar, A., Barut, M.
and Ihtiyar, H.G., 2019).
Promotion Cadbury uses a tag line which
means that lets have some
sweet and every one no
matter of what age group
wants to have some sweet
which attract their customer
in different areas to have it or
gift it in place of sweets.
Cadbury uses several sources
in order to promote its sales
and for advertisement like
Commercials, Online
marketing, TV, Radio,
Posters, etc.
Cadbury also uses public
figures in order to attract
more customers on their
brand.
Nestle always uses a very
planned strategy for their
promotional activities and
spend a good on it.
It use number of sources to
advertise their product in
target5 market such as
newspaper, TV,
Commercials, billboards,
Posters, etc.
Besides this they also use one
unique method of promotion
with a tune to support its
brand and create its
recognition in the market.
Process The products of cadbury are
manufactured in England in
bulk amount at factory and
then these are transferred to
wholesalers and there product
is stored collectively. The
stock is then divided in parts
according to the requirements
and then it is distributed to
Nestle setup their store in
various countries and
distributes its manufacturing
channel in 86 countries.
Nestle is a service oriented
company and provides for
after sale services to their
employees in which their
customers can communicate
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the retailers and finally they
are sold to
consumers(Klepek, M. and
Starzyczná, H., 2018).
This is the process followed
by cadbury to sell their
products to their customers.
with their customer care
employees.
They also follow a process of
Manufacturer, wholesaler,
retailer and then final
consumers
People Cadbury believes in the
quality of product and
services which required well
trained employees to work in
the factory.
Hence it provides its
employees a proper training
to use the ingredients
effectively and manufacture a
quality product.
Nestle provide all the
necessary training to their
employees for both the
purposes either in
manufacturing factory or in
customer care employees to
handle their customer with
care and in polite manner.
Physical Evidence Cadbury products are
generally available at every
retailer stores.
Company also follows the
policy to pay extra to the
retailers for displaying their
product in front of the store
and provide a cooling device
to protect the quality of
product for small retailers
Besides this company also
provides for advertisement
through posters to be
provided to the retailers to
attract more customer
towards the products of
Nestle follows a policy of
opening cafes at different
locations with high focus on
better ambience to attract
more and more crowd to the
cafe.
They also provide for well
managed sitting arrangements
with a logo on their walls.
They have well uniformed
workers to create a better
physical environment for
their customers(Kumar, P.
and Mishra, J.M., 2019).
They also let their product to
be offered through the retail
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Cadbury. stores and make it available
to their customers.
Products of Nestle are
generally available to every
retail store best possible for
the company to reach at.
TASK 3
P4 Marketing Plan of Cadbury
Marketing plan is a roadmap or an outline that exhibits the marketing strategies
adopted by the a respective business organisation in order to facilitate the alignment of their
products and services in the mindsets of the target consumers. It focuses on the promotion
and advertisement tactics utilised by an organisation in order to encourage the current market
position of the same.
Overview of the company
Cadbury is considered to be one of the most popular and successful enterprise in the
confectionery industry. The company is headquartered in the West London. The company
offers a range of product lines to its consumers such as chocolate, candies, bars, milk cookies,
biscuits etc. The business operations of the respective organisation is scattered in more that
200 countries and the organization is optimizing on various expansion strategies to enhance
the same.
Vision and Mission
The vision of the company is to align its resources in order to establish a brand that is
loved and celebrated in the marketplace. The company's mission is to manufacture quality
products so as to arouse the interest of the consumers towards the organisational offerings
and to leverage and capitalise from the same(Pater, L.R. and Cristea, S.L., 2018)
Objective
The major objective of Cadbury is to establish its brand name as one of the world's
number one confectionery organisation. The company is planning to expand its current line of
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products in order to tap new markets as well. Cadbury's aim is to focus on the development of
the distinguished products. The other objective of the company is to capitalise on the latest
technology so as to facilitate in the enhancement of the productivity as well as development
of the organisation.
STP Approach
STP is an approach that allows various business organisations to examine their current
offerings in the market environment so as to provide assistance in the increment of the sales
and the profit generation of the company in the long run. Cadbury also relies on STP
approach in order to place its products and services appropriately in the target market. The
approach involves three major components i.e. segmentation of the market, setting the targets
in the marketplace and positioning the of the offerings provided by the organisation.
Segmentation
Segmentation can be characterized as the scattering and division of the market into
various categories on the basis of the similar choice and preferences of the consumers. This is
a component that provided Cadbury with various benefits such as enhanced identification and
satisfaction of the consumer requirements, increased sales and revenues and enhancement in
the optimization of the prevailing opportunities in the market environment.
 Cadbury is an organisation that believes in separating its market environment into two
segments i.e. Demographic and Behavioural.
 Demographic segmentation involves the section of the market on the basis of gender,
age, class, income, family status, education etc. Cadbury's customer base comprises
from all the age groups, genders and income status. Behavioural segmentation includes the section or division of market environment
according to the behavioural patterns of the consumers. The company studies and
examines the buying behaviours of the individuals so as to identify the consumers
who showcases the similar traits and characteristics while purchasing the company's
offerings in the market.
Targeting
The above mentioned component involves establishing essential targets in the
market in order to enhance the concentration and focus to the limited targets. Cadbury
narrows down its market scope in order to align its energies towards the capitalisation of
specific target and utilise the same in order to enhance the sales and operations of the
business organisation.
Positioning
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Positioning is considered to be one of the most prominent steps in the STP approach
as it ensures the that products and services offered by enterprise are promoted and advertised
effectively in the marketplace and among the target consumers. Implementation of
positioning component helps Cadbury to reach out to large number of consumers so as to
increase the interaction, engagement and retention of the consumers in the respective
business organisation(Perreault, W.D., 2018). Cadbury focuses on building a good brand
image of its offering in the marketplace in order achieve competitive benefits in the market
environment.
Swot Analysis
Swot Analysis can be describe as a tool or technique utilised by business organisation
in order to determine and examine their organisation's strength and weak points as well as the
prevailing opportunities and the threats in the dynamic market domain.
Cadbury is a very renowned organisation which enjoys a good market share in its respective
industry as well. Cadbury conducts Swot Analysis every now and then to identify its current
position in the market and to map the forthcoming possibilities as well as dangers. The Swot
Analysis incorporated by Cadbury is listed below :-
Strength
The biggest strength of Cadbury is its powerful brand value which itself influences
the people to trust the brand and to make the purchases accordingly. The quality products
offered by the organisation can be considered as one of the strengths of the same in the
marketplace. Cadbury operates all round the world and its global presence allows the
company to achieve grated heights in the business environment.
Weakness
Despite being a multi national organisation, the company is reportedly criticised
multiple times for its limited scale of product modifications and alterations. This restricts the
scope of the company to enter new markets and capitalise on the opportunities that are
pertaining in the same for the further development of the company in the coming years.
Opportunities
There are numerous opportunities available in the current market scenario which can
optimized by Cadbury in order to grow its business. The company can enter new markets in
order to sell its existing line of products so as to enhance the profits associated with the same.
Cadbury can also introduce new variety or range of products as well in order reach larger set
of consumers. The company can tap into the production of low calorie or low sugar cookies
or chocolates so as to capture the interests of consumers that are highly health conscious.
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Threats
Despite being one of the leading business organisations in the confectionery industry,
Cadbury also has to deal with a number of threats. There are various emerging competitors of
the company in the market which can impose major threat to the company in terms of the
market share and profit margin of the same. Various countries are planning to impose sugar
taxes. In case of the implementation of the tax, Cadbury's current expenses in relation with
the tax increment will be enhanced which will effect the financial budget as well as the
pricing policies of the company in the long term. Nowadays, consumers have become really
health conscious and like to eat health meals in order to stay physically as well as mentally
fit. They want to reduce the sugar intake(Waite, K. and Pérez-Vega, R., 2018). This change in
the lifestyle preferences can effect the profits of the concerned company and can emerge as a
thereat for the business organisation as well.
Marketing Budget
Marketing Budget can be characterized as the statement that is required to depict the
estimated financial requirement in order to facilitate the marketing functions of the business
organisation for the upcoming years. The marketing budget of the Cadbury for the
forthcoming years is showcased below :-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
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Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
CONCLUSION
From the above examined information, it can be stated that Cadbury's marketing
operations are being carried our effectively in the market domain. The company is doing
justice to its roles and responsibilities associated with the establishment as well as
implementation of the marketing functions. The company has incorporate a productive
marketing plan that is facilitating the company to accomplish its marketing goals accurately
and efficiently. It is advisable for the company to invest its effort in health section as well in
order to leverage its current operation in the business environment.
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