Marketing Essentials: Cadbury Report on Roles, Mix, and Marketing Plan

This report analyzes the marketing strategies of Cadbury, a UK-based confectionery company, focusing on essential marketing tools and mechanisms. The report begins by outlining the roles and responsibilities of a marketing manager, including brand management, communication, and customer research. It then explores the interrelation of marketing with other organizational functions such as human resources, finance, operations, and sales. The core of the report examines the significance of marketing for Cadbury, emphasizing brand management, product innovation, and competitive advantages. The report provides a detailed analysis of the 7Ps marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) and its application in achieving overall business objectives. Finally, the report develops and evaluates a basic marketing plan for Cadbury, considering the company's mission, situational analysis, marketing objectives, strategy implementation, and evaluation processes. The report concludes with recommendations for Cadbury to enhance its marketing effectiveness.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role of marketing functional.............................................................................................3
P2 Marketing and its interrelation with other organisational functions................................5
TASK 2...........................................................................................................................................6
P3 Marketing mix (7Ps) to achieve overall business objectives............................................6
TASK 3..........................................................................................................................................10
P4 Develop and evaluate a basic marketing plan.................................................................10
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essential is one of the essential tools and mechanism which has been important
source through which organisation can carry out all the operation in better and effective manner.
Further, at the time when company launching new products and services in market then in such
case marketing manager uses different mechanism of marketing promotion through which
organisation can easily evaluate all the ways through which they easily sales all the products and
services of company at global level (Baker and Magnini ,2016). Under this assignment the
company which is preferred I.e. Cadbury which is UK based second largest confectionery
company wholly occupied by Mondelez international since 2010. This company made the
products for every generation which includes children, youth and old age group and services are
liked by large population and this project further discus about roles, functions and responsibility,
application of marketing mix and evaluate marketing plan which are the most important measure
that need to be analysed for better productivity of business.
TASK 1
To: Marketing manager, Cadbury
From: Assistant manager, Cadbury
Subject: Important roles and responsibilities of marketing manager
Date: 15/08/2018
P1 Role of marketing functional
Marketing Process
Marketing is the way to perform all the operations of business in better and effective
manner. Further, in dynamic environment changes are coming in form customer choice, demand,
taste and preferences of target audiences therefore it is important for manager to make changes in
their policies and tactics in order to carry out all the operations of business (Baker and
Saren ,2016). It is consider as one of the important function which need to consider at the time
when organisation need to increase their profits and sales and their various types of changes that
need to be taken place in the products of Cadbury by understanding all the current requirement of
market and then launch such effective product segments that easily liked by society which is also
utmost responsibility of marketing manager also.

Apart from it marketing manager of Cadbury need to follow various process through which they
can aware customers regarding all the products and services in which company dealing which are
stated below:-
Identification of mission:- Cadbury main mission is to provide standard quality of their
chocolates to the target audiences that allow them to become top most brand in this sector. This
will also help in making modification in respect of their plans and strategies through which they
easily achieve their targets.
Situational analysis:- After knowing overall mission of company the next step they need
to take step and implement action plans through which company carry out their operations which
are according to requirements of whole society. Therefore those factors which affect whole
working conditions need to analyse properly and select those alternatives through which they
achieve their functional targets.
Marketing objectives:- The marketing objectives of Cadbury company must be clear cut
to all the workforce working in organisation and also ensure the optimum use of marketing
promotional tools and equipments that help in maximising the sales and fulfils daily targets of
organisation.
Strategy implementation:- It is utmost duty of marketing manager that whatever the
strategies and tactics made by organisation must suit to the requirement and needs of society as
well as internal workforce through which they increase their market sale and profitability.
Evaluation and feedback:- This is consider as last step which marketing manager need to
evaluate after implementing finally all the strategies and marketing tactics they made. For
example Cadbury one of the effective organisation that take the review of target audience
regarding all the good and bad experience from that items and on the basis of which changes are
implemented for effective productivity (Eslinger ,2014).
ROLES AND RESPONSIBILITIES OF MARKETING MANAGER
Producing marketing and promotional material:- Marketing manager engaged with the
society in order to understand what are the basic requirement of society is and then provide
services according to it. Further, deal with all the consequences after applying all the changes in
adequate manner.
Brand management:- Cadbury one of the top most brand which has retain brand equity in
market and liked by target audiences through which they promote and increase sales.

Creating international communication:- Cadbury has to deals with different division and
department which include sales, production, finance and research development and it is utmost
duty of manager to know that whether all the employees know that what task and operation they
need to performed so that all the activities are done in adequate manner and which can be
possible through effective communication only.
Customer and marketing research:- It is very important for whole marketing division to
perform their task and operation in better manner that allow them to meet the desire and
requirement of customers. Therefore Cadbury introduce different flavours in their chocolates
after investigating regarding marketing research to know current trends and demands.
P2 Marketing and its interrelation with other organisational functions
INTERRELATION WITH VARIOUS FUNCTIONAL DEPARTMENTS Marketing and human resources:- Although these two department has no direct
interlinked with each other but marketing department provide all the data and information
to HR department that what type of employees they need to hire which allow in satisfying
all the current market trends and challenges of rivalry. Marketing and finance:- Both department are wholly interconnected with each other
under which finance department prepare the budget regarding all the expense and revenue
that incurred during the whole year and on the basis of which they also guide to
marketing manager that how much expense they need to incurs for the benefit of
company. For example Cadbury finance department show the amount that marketing
division has to spend during the whole year for the promotion of company products
services. Marketing and operation departments:- there are different type of activities that might
be performed by marketing manager in order to accomplish all the goals of organisation.
For example Cadbury one the largest chocolate confectionery company need to undertake
various actions and operation in which they perform all the task in efficient manner.
Further operation department require to formulate various policies and strategies in order
to promote the product and services. Marketing and sales:- Both the department are purely interconnected with each other
under which sales department guided by marketing management that at what manner they

improve the quality of sales and communicate all the marketing tactics they need to
adhere in order to attract large customers.
 Marketing and production:- Both the department need to maintain the effective
communication with each other in order to conduct the production operation in effective
and efficient manner. Apart from it, marketing manager guide to manager of production
department regarding external demand of products on the basis of which they whole
production is made (Griffitts ,2016).
Therefore, it is important for Cadbury to maintain the coordination and harmony among the
different department so that better outcomes and results can be obtained in future.
TASK 2
P3 Marketing mix (7Ps) to achieve overall business objectives
Significance of marketing
Marketing one of the essential mechanism through which organisation can aware to large target
audiences regarding all the products and services in which they make include innovative features
that distinct their product items from their competitors. It is mixture if all the components that
company need to use in order to make sale of their products at external market. Further there are
different type of strategies and policies in order to accomplish targets. Following are the
importance of marketing for Cadbury are given below:- Brand management:- Marketing department main objective is to provide all the
important information to large audience regarding all the recent changes they made in
respect of products and services. Strategic marketing and using of competitive tactics
allow company to enhance their goodwill among whole market segment. Product innovation:- Their are different types of items which has been offered by
Cadbury which allow them to maintain all the administration related to all the products
and services through which they distinguish their items from their competitors. Effective communication:- Their are different mechanism and tools through which
organisation can easily maintain effective communication with all the external players.
Further company now using advertising channels that at the time of making contact with
the manger of different department which allow them to develop their market products
and services in productive manner.

 Establish better relationship:- in external market company need to maintain better
relationship with their strategic partners in good and better manner and apart from it
always in touch with all the customers by providing them such facilities that facilitates
the welfare of society. They also contributing their amount on various CSR activities for
uplifting the living standard of society. Competitors:- Their are so many rivalry of Cadbury that exist in market which includes
Hershey, Mars, Nestle one of the biggest rivalry in chocolate sector that affect the market
of Cadbury therefore company need to research such areas of needs in respect of
chocolates that allow them to take competitive advantages over competitors (Hanlon ,
2014). Goodwill:- It is one the important factor that showcase the brand image that company
enjoy in external environment. Once the loyalty towards particular brands is created
among customers will help the organisation to charge premium prices in respect of
company goods and services that facilitates huge amount of profits. For example Cadbury
one of the top most brand in chocolates sector through which company attract different
customers towards multiple portfolio segment under which they easily avail their service
to different customers. Diversification of products:- Their are different tools and mechanism of marketing that
allow organisation to provide such type of products and services and apart from it they
also increase their market segment through product extension and by adding different
features in respect of their products and services. Therefore, Cadbury also diversified
their product portfolio through which they enhance their sales and productivity.
Marketing mix:-
The term marketing mix is consider as mixture and arrangement of activities or formulate such
type of strategies through which they enhance their brand image and goodwill. Generally 4 P's
of marketing has been used by company which include product, price, place, promotion and
packaging factor that allow them to increase their product value. Apart from it marketing
manager need to perform different marketing functions that allow them to attract large number of
audiences and the way through which they guide all the marketing manager that what action
plans need to made in order to make their whole marketing effective and productive. It is way in
which organisation uses various tactics through which their sales become maximise.

Basis Cadbury Nestle
Product Generally in service sector
whatever the services offered
to customers are intangible in
nature and Cadbury due to
their popularity in
confectionery sector they are
able to exports their products
in various sectors. The
important activity of company
is to fulfils all the requirement
of clients in respect of their
products. Their products
become attractive through
addition of different flavours
in their items that facilitate
higher sale and profitability.
On the other hand Nestle
engaged with wide range of
products and services which
include beverages, chocolates
and also deals in different
dishes and cooking ideas. It
also execute their marketing
campaign with the product
called Alpino which focuses
on gift segment in response to
Dairy milk.
Pricing It is an amount which has been
paid in respect of goods
services offered to customers.
Therefore, Cadbury using
different pricing strategies
whether to fix high or low on
the basis of brand value and
popularity of products and
services.
Their are different pricing
policies that has been used by
organisation therefore every
customer purchase product
without difficulty and this will
help in enhancing their growth
and profitability.
Place One of the important factor in
which organisation will require
to set such position under
which all the customers easily
Nestle is multinational
company which expand their
business at every sector which
leads to availability of

reach to all the market place
without any errors. Apart from
it, they run their operations
through which they easily
reach to all customers.
products at every place which
improve their sales and
increasing goodwill in market.
Promotions This company various types of
marketing promotional tools
and techniques like social
marketing, internet sites and
roadshows through which they
showcase their products and
services among customers for
larger sales. The promotion of
Cadbury for each of its product
and services is quite different.
For Bournville the slogan line
Cadbury has kept the position
that you don't buy a
Bournville, you earn it. So
basically, it is not on the
consumer to buy the
Bournville, Someone has to
gift him the same. For
Cadbury celebrations, the
positioning is of gifting.
Under this different promotion
function and mechanism has
been used by company which
allow them to attract towards
large number of audience.
Apart from it, company also
organise various marketing
campaign under which they
showcase all the relevant ideas
through which they facilitates
such type of services through
which welfare of society has
been improved and leads to
better sales and profitability.
Process Their are different number of
process and procedures which
has been followed by
organisation through which
they deliver the products and
Nestle one of the branded
company in chocolate sector
using different process under
which they manufacture goods
services in order to maintain

services to the customers at the
time when needed and use
such machinery equipments
that allow high standard
quality of goods and services.
the stock of company.
Physical evidences Goods which are given to large
audiences are done with the
help of tangible factors and
elements and act as evidences
which act as savers for goods
and services given to
customers which leads to
effective cost.
This is directly related to that
proof in which goods offered
to customers are liked by them
for which they are ready to pay
premium prices.
People Generally they target the youth
and provide them different
type of offers to them in
various occasions through
which they enhance their sales.
This company engaged in
different product line specially
in FMCG sector through which
they sale their products and
services to large audiences.
TASK 3
P4 Develop and evaluate a basic marketing plan
Marketing plan is the technique that help the organisation to make changes in respect of
all the changes made in various goods and services that allow them to meet all the needs and
desire of customers which help them in accomplishing all the objectives of business
(Lane ,2016). Further, there is need for proper analysation through which they provide future
direction to employees. On the basis of marketing plan they aware the workforce regarding their
roles and responsibilities they need to perform during their whole performance. Marketing
planning is continuous process that performed by various people in order to complete all the
activities in proper and accurate manner. Marketing plan for Cadbury is stated below:-
Overview of Cadbury:-

Cadbury is British multinational confectionery company which are wholly owned by
Mondelez international and it is second largest company dealing in chocolates and its operate
their business in more than 50 countries worldwide and operate its operation in which they deal
in different items like dairy milk chocolates, Creme Egg and roses and different confectionery
products and operate its retail stores at various countries around 2000.
Mission of Cadbury:-
The mission statement of company tell simply that Cadbury means quality this is our promise.
Reputation has been build upon quality and our commitment to continuous improvement will
ensure that our promise is delivered.
VISION
The main vision of Cadbury Trust's vision is of a peaceful, equitable society which is free from
discrimination and fully based on the principles of social justice for all society.
Marketing objective: Marketing objective of Cadbury is to increase its sales by 10% in coming 6 months. Another marketing objective of firm is to increase number of its profits by 5% in
coming one year.
SWOT ANALYSIS
Strength Weaknesses
 First of all Cadbury products are
blessed with the benefit of brand
loyalty and due to strong marketing and
branding for many years Cadbury
charge premium prices from customers.
 The main benefits is related to retaining
the strong position for many years in
which dairy milk and celebrations are
positioned for gifting.
 Cadbury has weak distribution in rural
area especially in the area of
developing countries like India and
China.
 Their are some issues in respect of their
quality standard because cockroaches
or other rodents found in their
chocolates.
Opportunities Threats
 Company has an opportunities to
penetrate the whole rural segment by
 Company face huge competition from
different rivalry which include Nestle,

providing the small packets of
chocolates at lesser price.
Mars and Hershey which affect their
sales.
Competitive analysis
Their are huge number of competitors in market which establish their position in retail
market therefore it is important for Cadbury to establish various strategies in order to accomplish
their goals (Moore ,2014).
STP of Cadbury Segmentation: Break segment, impulse segment and take home segment are the three
main segments of Cadbury. Break segment cover the products that are consume with
coffee and tea such as Cadbury's perk. Segment of impulse cover the products that are
often purchase on impulse and Cadbury's dairy milk. Products that are purchased in
markets for take home and consume at later stage is cover in this. Targeting: Cadbury has distinguish its products as per the different class of customers
for example: its various products such as Bourneville are only for consumers groups
who have willing to pay more. Positioning: Tagline of Cadbury “Tastes like this feels” define position of its product.
Products offer by firm are for all age groups which has goodness of milk and good
taste.
MARKETING BUDGET
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 34500 42500 45600 36100
Investment 21500 16000 15000 17000
Total 55000 56000 58500 60600 53100

Promotional
expenditures
Advertisement 8500 5500 6400 8000 7400
Sales promotion 2500 2500 4400 2500 9500
Direct marketing 7500 6500 900 7000 3000
Total 18500 14500 11700 17500 19900
Available balance 36500 41500 46800 43100 33200
Controlling and Monitoring
Controlling is one of the important thing which need to be execute at last under which
organisation compare actual performance with standard performances and if any deviations or
differences arises then it can be settled out by taking corrective action in regards to it. Further,
on the basis of result coming from controlling then monitoring of whole performance has been
carried out in order to achieve effectiveness.
CONCLUSION
From the above assignment it has been concluded that marketing essential plays an very
important role in overall operations of business. Further, it is a way through which organisation
uses different marketing promotion tools and mechanism through which they easily aware the
customers regarding all the innovative features and digitalisation they made in respect of
different products and services through which they easily increase their brand value and goodwill
that help in accomplishing the goals and objectives of business in better and effective manner.

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