Marketing Essentials: Cadbury's Plan and Strategies Report

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing department within an organization. It explores key marketing functions such as product development, pricing, promotion, and distribution, and how these interrelate with other departments like operations, finance, and HR. The report uses Cadbury as a case study to analyze the application of the marketing mix in its marketing planning process. It examines how Cadbury utilizes various marketing strategies to achieve customer satisfaction and maintain a competitive edge in the confectionery market. The analysis includes an evaluation of Cadbury's marketing plan, highlighting the significance of effective execution of marketing functions for profitability and sustainability. The report emphasizes the importance of coordination and cooperation between departments to ensure efficient operations and successful marketing outcomes.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 Roles and responsibilities of marketing in context with organisational context...................3
TASK 2............................................................................................................................................5
P3 Different ways by which companies applies marketing mix to marketing planning process5
TASK 3..........................................................................................................................................10
P4 Evaluation of a basic marketing plan for the Cadbury........................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a practice that covers every responsibility associated with buying or selling
of products and services. It consist of various promotional tools that are used to communicate
with customers informing about essentials and commodities. Company create various strategies
for delivering their marketing practices in order to satisfy and retain their purchasers. Major
purpose for an organisation is to provide customer satisfaction which will help it to grow and
achieve success. Department of marketing and sales is a significant division which is responsible
for promoting activities of every other division of a firm (Akaka, Vargo and Lusch, 2013).
Cadbury, a multinational brand for confectionery foods has its headquarter in London, UK.
Company is world-renowned as it operate in more than 50 countries and is famously known for
its Dairy Milk, Creme Egg and many other confectionery products. In this report, roles and
responsibilities of marketing department and how it interrelates with other functional units will
be analysed. Further, study will include marketing mix in context of Cadbury and lastly, there
will be segments explaining influence of marketing division on business operations.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing consist of three terminologies; need, want and demand. Need is basic
requirement, want is desire and demand is willingness. These three components are essential
elements of marketing strategy and are executed altogether in order to fulfil target of the
company. Concept of marketing revolves around promotional activities that are associated
company and its products. It helps to identify success of existing products in marketplace and
then create strategies for differentiating similar products. Marketing functions include activities
such as market research, market plan, product development, distribution, promotion and public
relations (Blythe, 2012). In order to enhance its sales, Cadbury has to successfully execute every
marketing function that will encourage purchasing of product. Following are few marketing
functions along with their roles and responsibilities that influence company's other functional
units: Product: Offering made by an enterprise to its customers as per specific demand or
requirement is known as product. Cadbury has large customer base because of its
offerings made to the consumers is of high quality and as per demand. Manager of
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marketing department must carry specific researches and must conduct various studies
before launching final product. This technique helps in identifying all the essential
features that are to be included in product which is specific in case of confectionery
goods. It will help in identifying variety of taste that are asked by consumers and will
result in delivering attractive and creative food that will increase customer base and
provide success to company. Price: Every product has its cost which is known as price. From initial to final stage of
manufacturing process, some cost is carried out. To recover this cost company sets price
on final offering which consumer can avail after providing a certain price to it. It is
important to set right price for certain goods which will help in acquiring cost to
company along with significant amount of profits (Brooks and Simkin, 2012). It is
responsibility of marketing manager to set price on final product which can be done by
taking opinions from experts and also via surveys form consumers. Product and service management: After analysing target market segment and
determining price of product, there comes another function, which is to manage offerings
made by company. For doing so marketing team of Cadbury collect feedback from
consumers and respond as per wants and needs. In regular time frame company replaces
products to provide customer's with fresh and up to date commodity. Promotion: It is a strategy that company uses for communicating their product to its
customers. Various tools and techniques are used by managers to inform customers about
offerings. These tools must be used in significant way to attract more customers and to
increase market segment. Cadbury uses every media for their promotion, whether it is
newspaper, advertisements or digital media. Company claims to reach maximum number
of consumers as far as possible therefore, carries its promotional process using every bit
of available media (Dibb and Simkin, 2013). It uses attractive advertisement to target
kids and children who serve large proportion of company's profit. Finance: Every activity that is carried out in company requires sufficient funding.
Cadbury provide its functional divisions with adequate amount financing which result in
smooth functioning of these divisions. Lack of finance can create obstacle and can cause
hindrance in operational as well as manufacturing units. Therefore it is the responsibility
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of manager to examine finance requirements to carry out company's day to day
operations. Selling: This function include handing of final product or service to customer. To
influence buying behaviour of consumer it is important to deliver product in convenient
manner and in affordable range. Company must reach out to its customers as far as
possible which can be achieved by making products available to stores nearby cutomers.
This will minimize inconvenience that customers might face while purchasing any
product. Cadbury is available in every store whether its large retail chain or small outlet.
Manager of company ensures fast delivery to every buyer by providing its offerings to
every stores and outlets to be in customer's reach (Ehret, Kashyap and Wirtz, 2013). Distribution: This function is about delivering product of the company to retailers or
store owners. Every company must have fast and reliable distribution channel using
minimum cost to company. Marketing team of Cadbury analyse competitors strategy of
distribution and then formulate its own.
Above function shows every aspect of marketing division along with their roles and
responsibilities that influence other functional units of the company. It is important for Cadbury
to effectively execute these functions in order to attain customer satisfaction by offering them
quality products. Significance of these functions is that it will increase profitability index and
sustainability of company in marketplace. For doing so technology can also be used to collect,
retrieve, manipulate and store data which will be further utilised by marketing experts to guide
managers in decision making process. Marketing team of respective company must realise and
understand importance of these functions as they will help in analysing competition in
marketplace which will be further used to formulate strategies and procedures to serve more
customers (What is Marketing? Marketing definitions, 2016).
P2 Roles and responsibilities of marketing in context with organisational context
In this present scenario to remain in the market place for a long period of time, many
companies are now manufacturing products with a better quality. Apart from this, firms are using
different strategies in order to attract more and more person towards their enterprise. Various
departments are helping an organisation in making proper decisions plus managers and leaders
play an effective role in the same (El-Gohary, 2012). Department of marketing provides better
options so as to expand their business operations in an effective manner. Here, some of the roles
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and responsibilities to facilitate marketing department for performing their task appropriately are
as follows:
Marketing function with operation department: Operation can be said as one of the
important element of an organisation as they help a company in production process. Thus, this
department helps the organisation in performing their task in a better way so that they can have
competitive advancement. Apart from this, by following all these factors, the organisation can be
eligible of delivering quality products to their customers (Hausmann, 2012). Operational
department of Cadbury is assisting the company in completing their task systematically and
effectively as well. Thus, to work in a proper way, it is necessary that managers maintain a
healthy relation with this department so that they can convey their message properly because
they are the one with whom the employees and customers can interact in order to solve their
problems. Through this, the organisation will manufacture goods as per the needs and wants of
consumers.
Finance department with marketing function: This is said to be the most important
sector of an organisation as they provide funds according to the requirements. If company wants
to grow in forward direction, then it is essential that they have sufficient amount of money in
order to produce goods in set time period. For achieving the best results, Cadbury is performing
the task as per the customer's satisfaction so that they can gain superior position in the market
area. For this, managers should have an ample amount of money from which they can buy raw
materials and then transform the same into final goods. Other than this, managers should have a
proper interaction with their superiors who will guide them how to utilise money so that at
limited cost, they give excellent results.
Sales and marketing function: Marketing and sales can be linked with each other
because marketing comes along with sales. Company uses different marketing strategies so that
they can sell their commodities in a better way (Kennedy and Parsons, 2014). This will gradually
increase their sales and productivity as well as market value.
Research of development department and marketing function: Along with the rapid
growth in market place, change can be seen in the taste and preference of the customer. Thus,
Cadbury is manufacturing products as per the consumers. For this, organisation is taking
feedbacks and reviews from clients so that they can manufacture goods as per their satisfaction.
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Through these feedbacks and reviews, manager of Cadbury is identifying and evaluating things
that need to be changed for better outcomes.
Marketing department with human resource management function: Both the
departments play different functions at their level. Marketing provides with all the resources that
are required by the company and individual itself whereas human resource management help an
organisation in hiring suitable candidates so that they can give excellent results to their
organisation (Malhotra, Birks and Wills, 2013). Other than this, both the departments try to have
a healthy relation with each other in order to get effective results.
IT department and marketing function: In this present scenario, technology has
enhanced and new tools and machineries are helping many organisation in getting better results.
Thus, marketing manager of Cadbury should make sure that company is utilising fresh
techniques for manufacturing their goods and products. Earlier, there used to be a handbook in
which company maintained its records but now, they can save their data in computers, this is
helping them in accessing the information anywhere from the world in just one click.
Other than all the factors mentioned above, department of marketing helps the
organisation is maintaining a good relation with subordinates. This is influencing their workers
to work effectively for a common goal. Thus, they are interacting with following departments
like selling, information system, financing and promotion etc., all these factors helps the
company in completing their task in a coordinated way.
In order to get superior position, it is important that an excellent interpersonal
relationship is maintained between various organisations so that they can function properly.
Hence, coordination and cooperation is very essential between departments so that they can
reduce the pressure if any sector is not performing the task well (Nguyen and Simkin, 2012).
Marketing department helps the organisation to use all these resources appropriately so that they
give better results.
TASK 2
P3 Different ways by which companies applies marketing mix to marketing planning process
Marketing mix is one of the important element that is essential for the betterment of a
company. They can be considered as a marketing tool which is used by organisation in order to
achieve their set targets and objectives. Further, marketing mix can be divided into four broad
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levels and they are named as product, price, promotion and place; later, it was extended into 7Ps
i.e. process, people and physical evidences. Hence, Cadbury has to produce goods by keeping all
these factors into consideration so that they can get maximum benefits from the strategies
company has applied. This will give an overview to customers about what products consumers
can buy as per their requirements (Papasolomou and Melanthiou, 2012). For this, Cadbury is
using various medium by which they are attracting more and more people like making innovative
advertisements regarding their products so that customers can feel connected with the same.
Thus, comparison of different companies in order to attain their business objectives is mentioned
below:
BASIS CADBURY NESTLE
Product  Cadbury is a renowned
company and offers a
variety of products like
chocolate bars, ice-creams,
biscuits and many more.
Other than this, they are
manufacturing different
commodities under same
brand name such as
Bournville chocolates,
Dairy Milk Silk etc.
 They are using superior raw
materials which are
available to them and as a
result, company is
delivering the best quality
products to their customers.
 For this, they are
conducting research so that
they can know the
perception and preference
 Nestle is also producing same
goods but with a difference as
they are making products other
than chocolates for example:
breakfast cereals, tea and coffee
products and many more.
 Manufacturing area of Nestle is
wider than Cadbury as they are
producing goods like Maggi,
grocery items, milkmaid and lot
more.
 All these products are giving
customers a variety of choices
through which company is
gaining competitive advantages
in market area.
 Apart from this, it is increasing
the sales and productivity of the
company.
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of customers. This is
assisting Cadbury to
provide goods as per the
tastes and wants of
consumers.
 Thus, through this,
company is gaining
maximum profits which are
helping them in sustaining
the superior position in
market area.
Price  Price is an important factor
by which company can
attract more and more
customers towards their
firm (Pappas, 2017).
 Different departments help
Cadbury is setting up a fix
price which both superiors
and employees can agree on
 For this, they are using
various pricing strategies
according to the current
market situations.
 Nestle has also done some
variations in price and offering
reasonable rates in order to
attract people.
 Superiors are giving customers
a broad scope of price so that
consumers can have many
preferences of buying any
commodity.
 By applying all these, company
is able to generate adequate
amount of funds, also they can
utilise the money in making
further modification.
Place  Cadbury company has
established their business
all over the world. Thus,
people can now purchase
their product anywhere
 Nestle is making direct contact
with their retailer so that they
can deliver their products to
them directly.
 As customers are getting their
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around the globe.
 In order to maximise the
sales of commodities they
are establishing a better
relation with suppliers so
that they get material right
on time.
products straight from their
distributors so they are giving
discounts.
Promotion  Cadbury is manufacturing
products with the aim of
providing superior quality
products to their customers
and for this they are
adopting various mediums
for promoting their items.
 Company is making TV
commercials so that they
can reach to maximum
number of people.
 Cadbury is also promoting
their commodities through
social media, internet and
for this they are making
animated adds so that they
can attract children's
attention.
 There are many tools and
techniques which Cadbury
is using for getting better
results. This is helping
them in reducing labour
cost and left out money can
 Promoting the commodity is
always an essential element
because through this people can
know about the specific items.
 In order to do the same they are
also using various mediums for
making their products popular
and other who are selling
similar items.
 Other than this they are giving
advertisement in newspapers,
magazines (Pike and Page,
2014).
 Nestle is using various
marketing strategies in which
they are evaluating what kind
of plans will be helpful for
them in future.
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be utilised in buying raw
materials.
People  Cadbury is manufacturing
goods as per the people
taste and preferences.
 They are making products
for all sectors of societies
whether children, young or
old aged people.
 This is assisting in
enhancing their brand
image in front of the
customers and by this
company's market value has
also increased (Pike, 2015).
 Apart from this they are
using creative methods for
attracting children for
example: they are giving
gifts along with their items
like toys, small cars etc.,
 Nestle company not only
consider customers but they
also keep employees perception
as well.
 Company is providing best
machineries and tools so as to
make the task more easier.
 Nestle has implemented a fixed
and flexible working hours
which workers enjoy and as a
result they are giving them
maximum benefits.
 Thus, so as to meet the required
set targets the company is
giving them with proper
training to their employees so
that they can interact with
customers in proper way.
Process  In this the company tries to
give excellent services and
facilities.
 Cadbury is having a
separate department that
resolve the problems and
queries on time.
 Their customer care service
 Nestle has number of stores all
over the globe and they are
following many approaches in
order to work systematically
(Wirtz, 2012).
 In recent times company is
faced certain problems but they
have resolved them effectively.
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