Cadbury: Marketing Concepts, Internal Relations, and 7Ps Analysis

This report offers a comprehensive analysis of Cadbury's marketing strategies, focusing on marketing concepts, internal relations, and a strategic marketing plan. It examines the key roles and responsibilities of the marketing function, emphasizing customer satisfaction and market research. The report explores the interrelationship between the marketing department and other organizational functions, such as finance and IT, and critically evaluates key elements of marketing functions. Furthermore, it presents a detailed strategic marketing plan for a Cadbury product, applying the 7Ps to achieve business objectives within the context of contemporary challenges like the pandemic and Brexit. The report includes a SWOT analysis and SMART objectives for a new product launch, providing valuable insights into Cadbury's approach to marketing and its adaptation to the competitive environment.

UNIT 2
MARKETING CONCEPTS
AND INTERNAL
RELATIONS

EXECUTVE SUMMARY
Marketing concept refers to an essential concept for organisation as it includes consumer
needs and wants that helps company to produced products to satisfy the need and wants and gain
profitable results. To complete this report Cadbury that is a UK based organisation deals in
confectionary at international level. This whole report helps in understanding the key roles and
responsibilities that organisation marketing function performed along with interrelation with
marketing function to other organizational departments. Further it acknowledge strategic
marketing plan for a particular product of Cadbury by using 7Ps to attain the overall objective
within the pandemic situation and attain high profitable results within international market.

Table of Contents
EXECUTVE SUMMARY..........................................................................................................................2
ACTIVITY 1...............................................................................................................................................4
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
Key roles and responsibilities of marketing.............................................................................................4
Roles and responsibilities of marketing in marketing environment.........................................................5
Interrelationship between marketing function and other organizational function....................................6
Critical analyze and evaluate key elements of marketing functions and how they interrelate with other
functional units of an organisation...........................................................................................................7
An evaluation of a detailed, coherent and strategic marketing plan for a product chosen organisations
that applies to the 7Ps to achieve the business objectives........................................................................7
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

ACTIVITY 1
INTRODUCTION
Marketing refers to an accumulation of several procedures, activities and operations in
which several products and services are to be provided to customers as per their needs and wants.
In terms of Business entity marketing manager promote and advertise their offerings using
several marketing channels so that large number of customers is attracted towards it in profitable
manner (Malania, 2021). This whole report is based on Cadbury which is British multinational
confectionery organizational in England, UK offers their products and services on global level.
This firm was owned by Mondelez International since 2010. This organisation was come into
existence in 1824 where they offered number of Cadbury products to customers for gaining
profitable results. To solve the contemporary issues like pandemic and Brexit Company hires a
trainee marketing manager where they demonstrate several roles and responsibilities of
marketing functions and relationship with other functional units that are useful to sustain in
contemporary issues and attain high profitable results. Further it demonstrates the strategic
marketing plan for particular product of Cadbury by applying it on 7Ps to attain overall business
objectives.
MAIN BODY
Key roles and responsibilities of marketing
Marketing department in every business organisation perform several roles and
responsibilities that are linked with marketing and promotions of products and services to fulfill
customer demands. This particular department within an organisation support in developing
customer base because this department is working for attracting and retaining customers by
ensures full customer satisfaction from the offered products and services (Ragb, Mahrous and
Ghoneim, 2020). In case of Cadbury, marketing department functions several roles and
responsibilities that helps in maximizing the growth and success so that firm will sustain to a
longer period of time. In this marketing department of Cadbury emphasis on developing strong
relationship with customers so that buyers satisfy with firm offerings due to this company attain
high profitable result. Some roles and responsibilities of marketing departments of Cadbury are

framed below that helps in sustain within contemporary issues that are present within UK and
world:
 Customer satisfaction- It is one of the major roles of marketing department in this
manager is highly responsible for providing customer satisfaction on products and
services they sold. In case of Cadbury that deals in international market and face the issue
of Brexit due to which they pay tax to trade in other European countries and to pay those
taxes to government it is essential to earn profits. For gaining profits marketing
department perform the role of customer satisfaction by engaging with customers using
social media accounts of an organisation (Novais, Marín, and Moyano-Fuentes 2020).
Therefore, it helps in examine issues of customers so that manager ensures that the issues
will resolve and buyers gain high satisfaction by purchasing Cadbury products. For
solving issue of pandemic marketing department of Cadbury also take suggestion from
employees and customers related to launch new product.
 Market research- It is a responsibility of marketing department to research the whole
market so that trendy changes are done as per customer requirements. This role is highly
performed by Cadbury marketing department where they conduct market research for
recognizing changes done in market and also learn taste and preferences of customers. By
doing proper research Cadbury place a remarkable position in international market that
attracts customers and fulfill needs so that offerings of company is to be developed
accordingly.
Roles and responsibilities of marketing in marketing environment
There are key roles and responsibilities of marketing that marketing department perform
in marketing environment. In case of Cadbury, several roles and responsibilities of marketing in
marketing environment are demonstrated below:
 Brand Equity- For every business developing brand equity is one of the major goal.in
cases of Cadbury, marketing department is highly responsible for boosting and
developing brand image of an organisation in global competitive market (Mouhib Bah
and Berrado, 2020). It represents essential responsibility of marketing where they
influence buying behavior and interest of target customers by adopting various
advertising tools like online (social media, official web application of Cadbury) and

offline marketing (newspaper, TV etc.). Al these tools build company value and image so
that more new customers are attracted towards it. Due to effective brad position of
Cadbury in customer eyes they easily tackle pandemic situation and Brexit because
customers in international market are loved Cadbury products.
 Developing marketing strategies- This role is performed by marketing department of
Cadbury where they focused on developing policies and strategies for doing marketing
activities in proficient way to gain competitive advantage at global level (Liu and et. al.,
2020). To attain this and overcome with the issue of pandemic marketing manager carry
out various marketing activities in appropriate manner so that favorable outcome are seen
from the developed strategies.
Interrelationship between marketing function and other organizational function
In Cadbury marketing department is working effectively with other departments that are
working under Cadbury to attain profitable results. Interrelation between marketing and other
various department functions is very crucial to attain efficient results and developed productivity.
The interrelationship between departments in Cadbury is shown below so that issues like Brexit
and COVID 19 cannot impact much on operations and profitability:
 Marketing and finance department- In case of Cadbury finance department offers the
required funds to other functional department of company so that they carry out their
activities effectively and appropriately. In this finance department also provide budget to
marketing department so that they perform marketing activities in relation to attracting
more new customers and retain existing one (Bayle-Tourtoulou and Badoc, 2020). In this
marketing department assist finance department of Cadbury in terms of several ways to
maximize funds so that firm sustainability is improved in competitive marketplace.
 Marketing and IT department- IT department of Cadbury is responsible for ensuring
and managing all machines and equipment’s in effective manner. In this IT department
focus on updated technology and machineries at working environment. In this marketing
department is responsible for conducting marketing research regarding current trends in
technologies that are present in business industry and forward it to IT departments for
improving overall performance of workers within Cadbury. In this marketing department

also provide information related to latest software and technology so that IT department
should implement this for gaining profitable results in competitive market.
Critical analyze and evaluate key elements of marketing functions and how they
interrelate with other functional units of an organisation
Marketing functions involves several functions like finance, information technology etc.
all these come under the process of marketing process. It is to be critically evaluate that key
elements of marketing functions is highly relate to the other functional units within an
organisation that are presented below in case of Cadbury:
 Research- Within business enterprise market research play an essential role because it is
more significant market function because without it business cannot attain success.
Research helps business to attain successful results in marketplace. In this marketing
function research the whole market prominently and provide information to finance
department so that they prepare budget (Zhou and et. al., 2021). This helps in gaining
profitable results, if company cannot research is market they cannot introduce their
products to customers with effective pricing strategy. To solve this issue research is a
best element of marketing function that helps in attaining high revenue’s.
 Strategy- After researching market, it is very essential to develop strategy for promoting
and placing products so that customers are easily get the products in convenient basis. To
develops strategy interrelation between departments with marketing department is
essential because it helps in building realistic possibilities and outcomes that are
appropriately measured by proper research. it is evaluated that if interrelation are done
perfectly than strategies are not developed properly due to which company cannot place
their products and promote their offerings effectively.
An evaluation of a detailed, coherent and strategic marketing plan for a product chosen
organisations that applies to the 7Ps to achieve the business objectives
Marketing plan defines as a formal document that present outline of promotional
advertising strategy in an organisation. It is highly beneficial for company in attracting and
targeting the customers to attain revenues and profits (Putri, 2021). While preparing marketing
plan Cadbury focus on changing pricing decisions along with several ways to enter into new

market. This helps organisation in segmenting, targeting and positioning themselves in
prominent way.
Executive summary
Cadbury is a leading British confectionary Multinational brand in England, UK since
1824. This firm is owned by Mondelez international and it is a second largest confectionary
brand in the entire world. Therefore, currently Cadbury is a market leader in confectionary
market in around 50 countries. Hence, the firm is highly recognised for Dairy milk, rose
selection box, crème egg, Bourneville etc. Now to overcome with the contemporary issues
Cadbury is going to introduce Cadbury immunity booster noodles to capture the high market
share in competitive industry. For this they prepare a strategic plan along with 7Ps of marketing
to attain overall objectives related to high sales and revenues.
SWOT analysis
Strength Weaknesses
 Cadbury is highly renowned market
leader in products like chocolates along
with having high distribution channel in
around more than 160 nations.
 Another major strength of Cadbury is
high brand loyalty as it offered high
priced and economically priced
offerings to their customers. Hence they
attract all class people.
 The main weakness of Cadbury is that
they don’t give high focus on
distribution activities within rural areas.
 The company face weaknesses due to
worm and cockroaches present in
Cadbury products because of this trust
of customers is crushed.
Opportunities Threats
 The main opportunity is that Cadbury is
focused on developing their market in
rural areas by operating more
distribution channels.
 Cadbury highly focus on their online
 Major competitors are present in
market like Nestle, Mars etc. is creating
a threat for Cadbury.
 The major threat is occur due to Brexit
as because of this cost of company

market to reached customers at a time. would be increased due to which final
sales would be impacted highly. It
deducts sales and revenue of company.
Smart objectives are necessary to develop because it is a base where company reached. SMART
objectives in case of Cadbury are presented below:
 Specific- In this Cadbury plan to maximise sales approx. 20% by introducing Cadbury
immunity booster noodles.
 Measurable- To attain the specific goal company measure their performance using
balance scorecard.
 Attainable- To attain the specific objective Cadbury manager need to hire experienced
and skill workers for attaining targets on time. For this manager also adopts democratic
style of leadership to lead or guide workers so that they gives proficient results to
company success.
 Relevant- In case of Cadbury manager enhance market share along with sales by 15%.
 Time bound- To attain this overall objectives company needs 12 months.
Strategies using STP
 Segmentation- It is an essential aspect of business where organisation needs to segment
their customer base by using several factors such as demographic, behavioural,
psychological segmentation (Nguyen and et. al., 2020). In context of Cadbury, manager
segment people on the basis of demographic nature that involves various aspects such as
on the basis of age, income.
 Targeting- In terms of Cadbury, marketing manager targets people in global market on
the basis of their age and income factor. They generally target the 8 years to 50 years and
it is so because these age people are generally eat confectionary products. In terms of
income basis they target low to high class people.
 Positioning- To position their products and brand image on global level Cadbury
manager advertise their products and services using social media tool where they
regularize campaign to introduce their new launching in Cadbury immunity booster
noodles and provide it to several customers as a free samples. It helps buyers towards its
new products in a remarkable manner.

Marketing Mix
To attain the whole objective Cadbury manager need to develop marketing mix that is
presented below:
 Product- The new product of Cadbury is a Cadbury immunity booster noodles. This
product will be launched to increase the immunity of people while accepting noodle taste
(Deffner and et. al., 2020). High immunity is essential at the time of pandemic to stay
healthy and to fulfil this demand of customer Cadbury launched these noodles so that
customers are attracted towards it to attain profitable results.
 Price- It is essential aspect to attract customers in this Cadbury need to plan to fix the
price of their “Cadbury immunity booster noodle” under economic pricing so that high
number of customers in all over the world buys the products easily.
 Place- In case of Cadbury, manager need to launch their new offering at all stores and
outlet where Cadbury have their stores online and offline.
 Promotion- In this manager of Cadbury, use social media tools, provide free samples to
targeted and loyal customers to promote their new launching in customer market. This
helps in attaining overall objectives of enhancing sales and market share.
 People- To promote and produce the Cadbury immunity booster noodles manager focus
on providing training and development session so that they produce products efficiently
and attracts large base of customers in competitive marketplace.
 Process- To produce their new offering that is Cadbury immunity booster noodles,
manager of a concerned company need to adopts lean methodology method as an
effective process that reduce the wastage so that overall extra cost is to be reduced.
 Physical evidence- The physical evidence of Cadbury to attract customers is symbol of
Cadbury and free samples that are distributed to customers.
Cost
Total cost for producing Cadbury immunity booster noodles that is mentioned below:
Particulars Amount (€)
Advertising 100000

Employees 130000
Tools 140000
Raw resources 110000
The total cost of launching new offering that is Cadbury Immunity booster noodles is
€480000. This total cost involves advertising, raw material, tools, employees training that is used
to develops the offering proficiently.
Profit margin
The concerned company launched its products in market with the aim of attaining the
high profit margin that is 15% in future context within 24 months.
Monitoring and controlling
To control the operations at Cadbury manager adopts the use of key performance
indicator. This tool is highly beneficial for comparing past performance with current
performance so that high success and growth is to be attained effectively and efficiently.
CONCLUSION
From the above report it is to be concluded that marketing is an essential concept for
attracting and attaining customer attention towards company offerings. This report critically
evaluates and analyzes the key elements of marketing functions along with interrelationship
between several departments to marketing departments. Further it helps in understand key roles
and responsibilities of marketing functions with marketing environment so that high profitable
results are enjoyed. This also helps in solving the contemporary issues and attains high profitable
results in international market. At last it demonstrates the marketing plan along with 7Ps to attain
the overall business objectives.

REFERENCES
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