Marketing Essentials: A Cadbury Case Study Analysis

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Marketing Essentials
CADBURY

Table of Contents
Marketing Essentials......................................................................................................................1
Introduction...................................................................................................................................2
Explain the role of marketing and how it interrelates with other functional units of an
organization................................................................................................................................... 3
P1 and M1......................................................................................................................................3
P2 and M2..................................................................................................................................6
Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives............................................................................................................ 8
P3 and M3......................................................................................................................................8
Develop and evaluate a basic marketing plan for Cadbury..........................................................14
P4 and M4....................................................................................................................................14
Conclusion................................................................................................................................... 22
REFERENCES.................................................................................................................................23

Introduction
Marketing has become a key to success now days. It is very curtail that all organization follow in
to be successful.it is based on thinking about the business which includes customer needs and
their satisfaction (Barrientos, 2014). Marketing is a process of moving goods and services to the
customers. It includes advertising, selling or delivering of goods and services from company to
end consumer.
The main aim of marketing is generate awareness about products and maintain long term
relationship in future (Alsem, 2019). The awareness regarding marketing essentials is very
common in today’s world which is also helping so many companies. This report will contain
importance and roles of marketing essentials, marketing mix and interrelationship among
marketing and other functions of the organization. This report will also consist of comparison of
marketing mix of Cadbury and mars in briefs how they are positioning their products in mind of
customers and what is the success rate after of marketing of both the companies ( Dahlén et al.,
2010).

Explain the role of marketing and how it interrelates with other functional units of an
organization.
P1 and M1
Cadbury
Cadbury is second largest confectionery brand in the world. It is a British multinational
confectionery company owned by mondelez international headquartered uxbridge London. It
has its operations in more than 50 countries worldwide. The company is best known for its
chocolates and crème eggs in all over the world. Marketing plays very important in promoting
the overall business objectives including their vision and mission (Guseynova, 2019).
Marketing function as a whole is very wide which also includes sales Cadbury believes that in
the overall development of children their parents and guardians play a very important role they
do not advertise their products to the children under the age of 8. Almost all organization invest
huge amount of Money on making the best marketing strategy. Cadbury is proud of its brans
and also take are of increasing customer satisfaction (Koch and Gyrd, 2019).
Features of marketing :
Marketing is the heart of business. The most valuable asset of company is its brand. The
responsibility to create a good brand lies on marketing department of any organization. A
sustainable marketing strategy helps the business in achieving its objectives
 Marketing helps in building relationships
A relationship is built on trust, honesty and understanding. Marketing maintain and
build relationship between customer and employees. Marketing works along with the
product to deliver best to the customer

 Maintaining the company’s reputation
Reputation of company is built when it successfully meet the customer expectations.
Marketers by using CRM model and other techniques help in maintaining reputation.
 Tackling the competition
In today’s scenario market is very competitive. Marketing department helps in beating
competition. Marketers explore new communication avenues as per the changing needs
of customers.
 Effective channel of distribution
Marketing department is responsible for delivering the product to right customer at
right place. It establishes the effective an well planned channel of distribution. It will
make the customers satisfied and happy.
Cadbury marketing also focuses on segmentation, targeting and positioning to have a strong
base of loyal customers for the company. Marketing strategies used by Cadbury is
differentiating them from their rivals. Cadbury is well known for its services and product
quality. They spend huge amount of money in making their customers aware. The marketing
department of Cadbury also performs various roles and responsibilities they are as follows
 Taking care of customer needs
Customer is king in today’s world Cadbury follows customer centric approach to be in the
top. They focus on delivering best quality and services , incrae3sing the retention ratio and
differentially positioned their brand in mind of customers( Kurkova, 2018) Cadbury is
worldwide brand and In order to succeed it is very important to know what customers wants
and what are their needs. So in this step company try to get closer to their clients by
understanding what they actually want. And then they design their product accordingly.
 Conducting customer and market research

Marketing also conducts research to know current trends and customer taste and preferences
on two ways which is primary and secondary research. Primary research is done through
various surveys and secondary research already available research (Hair et al., 2011).
 Competitor analysis
It is very important to know what our competitors are offering and learn from their mistakes so
that customer get more and more satisfied. Cadbury study what product their competitor is
offering and at what price they also do a in-depth study of customer satisfaction level and what
they should improve in order to beat the competition (Venkatesh, 2019).
 Managing social media
Marketing department of Cadbury also take care of social media pages and takes the
responsibilities of maintaining accuracy over4 the internet by avoiding the use of wrong
information which can have a bad impact on the mind of customer and people using social
media platforms ( Teece, 2010). Through social media they can connect with large number of
audience which will be helpful in creating a strong customer base. Social media is now become
an easy way to reach large number of people. Marketing department makes the social media
active. Marketers writes various blogs and advertise products which is making the life of
customers easy.
 Manage marketing budgets
Like all other department. Marketing departments also plans budget for next year activities for
example planning for how much to spend on advertising, social media campaign and other
promotional activities etc. If budgets are managed properly the chances of loss and confusion
will not be there and Cadbury is focusing in this very accurately (Grant, 2016). Budgets are the
brain of business and marketing departments puts all its efforts for optimum utilization of

resources. Proper management of marketing budgets affect the revenues and profits of the
company. Budgets must be reviewed and revised as per the market conditions.
P2 and M2
Marketing is a department that identifies needs of the customer it develops right products
which customer of the company is looking for their satisfaction. Marketing department of
Cadbury has a direct connection with other departments of the organization as well (Lamb et
al., 2011). It is closely related to all the other departments they’re significant and inter related
to each other and helps which is helping the company in achieving their short term and long
term goals and objectives. The various departments Cadbury closely works with are-
 Operations department
 Human resource department
 Finance department
 Administration department
Operation department
Marketing department work closely with production department to check whether research is
done properly or not it also check whether the products are being manufactured according to
customer needs and specifications marketing department set some deadlines and production
department need to finish up their work under that time which also check the capabilities of
that department (Malhotra, 2015)
Human resource department

Cadbury have an HR department which deals with demand of good staff the marketing
department of Cadbury work closely with HRM department to ensure that appropriate training
and staffing has been done. Cadbury ensure welfare of its staff and the people who are coming
in contact with the company should be healthy and safe in order to minimize dis satisfaction
from employees as well as customers (Taherdangkoo et al., 2019).
Finance department
Marketing department of Cadbury also works closely with finance department to ensure that
budget have been properly allocated to meet the needs for promotion, distribution and
research. This department makes plans for the future which helps the company in achieving its
objectives (Heikkinen, 2018). It is responsibility of finance department to keep all financial
records of money which is coming in and going out from the business.
Administration and IT department
This department also works with marketing department it ensures that proper reports re being
kept and it also maintain computer systems, software etc. so marketing department has
connection with almost all the department of Cadbury (Rondan et al., 2019).
P3 and M3 Compare ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives
Marketing mix of Cadbury
Marketing mix is a process which company use to promote its product in market. Marketing mix
is an important element for all the organization which makes the organization profitable is
applied correctly (Moorman and Rust,). An effective marketing mix strategy of Cadbury is
helping them in development of new product, increasing the portfolio of product, helping them

to be creative and dynamic and it is acting s guide for overall development of the company. The
marketing mix of Cadbury includes 7 p which is different in terms of effectives and also
evaluates the performance of company (Smaliukien et al., 2019).
Product
Cadbury designs its product according to the needs and specification of its people and also
according to the market trends and demand. Cadbury have more than 40 brands of chocolate
confectionery. It has a wide range of products which includes Christmas treat, bars, drinks,
Halloween treats and boxes tins and bags ( Perreault, 2010) Cadbury stand different in range of
products as compare to any other confectionery company. Many products of Cadbury are
certified as fair trade which takes the company ahead of its competitors.
Promotion
Cadbury spends a lot of money on promotion they promote their products in various ways like
they do promotion according to the season for example in Christmas, Easter all the new
products are being launched which also creates excitement among the people( Wirtz, 2012).
They also give price for signing up in their websites with various special offers through this way
they calculate number of click so that they could reach out to them with the help of emails
when needed. Cadbury is well known for their innovative and different video ads and
experiential events they also use double decker bus to increase children engagement which
includes ball pit , fun slides and chocolates they create anticipation and buzz in mind of people
by inviting them for events and they had partnered with yplan which releases the tickets for the
events( Teece, 2010). Instead of promoting their products on television they go for subscription
based media marketing like Netflix to involve more and more youngsters.
Price

Cadbury think grate quality comes with price they follow various pricing strategies like price
skimming and price penetration before setting or deciding a price they investigate properly
about the current market price so that they don’t under price or over price their product. They
kept their price affordable with high quality indulgence. They have set their price according to
competition and need and mid set of people in order to attract more and more
people( Marathe, 2018)
Place
Place play a vital role in overall development of the company it should be according to the
target market in order to gain advantage. Cadbury cover a hug number of area and it available
worldwide. Cadbury has a strong reach. Due to its strong distribution channel they are having
huge impact on its overall market. They are able to generate profits both in terms of customer
base and revenues. Cadbury able to connect with large number of people which is helping them
in staying ahead of their competitions ( Luckman, 2018). They can also to go for merger and
acquisition for increasing the customer base and also to attract more and more people.
People
Cadbury spends a lot on training and development of their employees of staff. People play a
very important role in establishment of a brand as the products are recognized by people only.
They mainly target young people and children’s. Cadbury also spend on making their customer
aware so that they can come again and again( Paley, 2017). As an organization consumer and
employees represents everything and Cadbury is able to keep both of them happy and satisfied.
Process
Cadbury keep records of everything. It keeps on checking all the products and services which
are being provide to the customer and regular interval. They also check whether the customer

has full and right information about a particular product or not will is helping them grabbing
attention of more and more people because of the quality and service they are delivering. It has
a smooth process which functions well according to the objectives of the company ( Rettie et
al., 2012).
Physical evidence
They are tracking record of all the physical questions asked by its customers and also providing
them various guidelines regarding different products and services (Koch and Gyrd-Jones, 2019).
Marketing mix of Mars incorporated
Mars incorporated is known for its confectionery item is the American global manufacturer of
confectionary food and per food and it is the six largest companies privately owned in United
Kingdom. Company operates worldwide in six different segments (Lilly, 2014).
Mars incorporated is the biggest and largest competitor of Cadbury. The efficient marketing
strategy of marc incorporated is differentiating them from competition in terms of quality and
price. To maintain and retain its share in market they use different techniques for marketing
which is giving them the edge over the others it consists of strong distribution network, pricing
product according to the market which keeps them ahead from competition ( Grant, 2016). As
an international firm it is using different tools and techniques to enter new market mars
incorporated is the best example of gaining competitive advantage over rivals in this
competitive world. They are able to market and win hearts of thousands of people by their
products and services (Kurkova, 2018).
Product

Mars incorporated has divided its product in six different segments namely chocolate, pet care,
foods etc. it offers a wide product portfolio in its marketing mix. The company is best in
providing products of pets all over the world and confectionery items (Lamb et al., 2011). Mars
has followed different product strategy that is they divided their operations in different
strategic business units where each business units sells distinct products as per the target
audience. All the different business units evaluate their performance, targets and strategic
plans separately. Mars incorporated have adopted very different product strategy which
helping them in making profits in long run ( Dahlén et al., 2010).
Place
Mars incorporated is a global company presents which has operations worldwide one of the
best features of this company is that it has different headquarters for different segments at
different locations.it has a widespread channel of distribution which includes wholesalers,
retailers etc (Lily, 2014). availability of product at right place and right time makes it the best
company in the world. Place is one of vital element of marketing mix which directly to the
target market.
Promotion
Unlike Cadbury mars also use various promotional strategies to succeed it is using electronic
median to reach audience through advertisement on television, radio etc. International British
athlete peter Elliot has been associated with this brand so marc incorporated is also doing
celebrity and commercial advertising to aware more and more people.so also made various
donations as a apart of CSR activities ( Barrientos, 2014) They also promote their products on
Facebook and YouTube to increase customer which is helping them getting connected with
more people all over the world. They also launched several ads on television where people can
have a chance of winning goodies and exciting prices (Luckman, 2018).