Cadbury Marketing Report: Roles, Strategies, and Analysis

This report offers a comprehensive analysis of Cadbury's marketing strategies, examining the key roles and responsibilities of the marketing function, including marketing research, product development, promotion, and marketing planning. It explores the application of various marketing concepts such as production, product, selling, marketing, and societal marketing concepts, along with current and future marketing trends like content marketing, social media platforms, and artificial intelligence. The report investigates the interrelationship between the marketing department and other organizational functions like production and finance, highlighting how marketing strategies are formulated in response to the marketing environment. It also includes a comparison of how Cadbury and other organizations apply the marketing mix, evaluates marketing plans using the 7Ps, and assesses various strategies employed to achieve business objectives. The report concludes with an evaluation of Cadbury's overall marketing approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
i) Key roles and responsibilities of the marketing function...................................................3
ii) Analysis of roles and responsibilities of marketing with respect to marketing environment
and analysis of the interrelationship between marketing and other organisational functions.6
iii) Critical analysis and evaluation of key elements of the marketing function and its
relationship with other functional units of an organisation....................................................8
ACTIVITY 2....................................................................................................................................9
i) Comparison of how different organisations apply marketing mix to the marketing planning
process and different strategies applied by organisations to achieve business objectives.....9
ii) Evaluation of marketing plan for a product of organisations that applies 7Ps................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing is defined as the activities which is undertaken by organisation for promoting
buying and selling of goods and services. It includes selling, delivering and advertising of
products to customers or businesses. It is considered as management and study of exchange
relationships. This is business procedure for creating relationship with consumers and satisfying
them by providing high quality goods and services. It is activity, processes, set of institutions for
communicating, exchanging, creating, delivering offering which has value for clients, society,
customers, partners at large (Abushadi and et. al., 2015). The given assignment is based on
Cadbury which was founded in 1824 by John Cadbury at England, United Kingdom. It is British
multinational confectionery operating business in more than 50 countries globally. The products
of Cadbury are mainly sold in United Kingdom, Canada, Australia, South Africa, Ireland, India,
New Zealand. It includes following products such as bars, bags, boxes, rolls, multi pack,
beverages, cooking, Easter, desserts, ice-cream, biscuits and others. It is considered as second
largest brand in confectionery items after Mars. The key people of organisation are Irene
Rosenfeld (Chairman) and Dirk Van De Put (CEO). This report highlights roles and
responsibilities of marketing functions and their relationship with other organisational functions.
Also it includes comparison of marketing mix with other business and evaluation of various
strategies applied by business. The marketing plan for business has been discussed here.
ACTIVITY 1
i) Key roles and responsibilities of the marketing function
Marketing is concerned with the process of creating relationship between the organisation
and the customer. It is the action of the business for promoting and selling products and services
to the customers to meet up their satisfaction level. There are various marketing concepts which
provides effective understanding regarding current and future trends of Marketing.
Production Concept-This is the oldest concept in which business is primarily concerned
with production, manufacturing and efficiency issues. This concept is based on the belief that
customers want products which are easily affordable and accessible. Organisations choosing this
concept only focuses on the products to make it easily affordable for the customers, it doesn't
takes into consideration the quality of the products (Akbar and et. al., 2017).

Product Concept- This concept is based on the ideology that product will preferred by
the customers which are of high quality and innovative in nature. Companies following this
concept focuses on the greater product quality in to attract large number of customers and
enhances brand image of the company.
Selling Concept- This concept focuses on making actual sale of the product , regardless
of the quality as well as the need of the customer. This concept if chosen by organisation should
focus on large scale selling efforts and should enhance their promotional methods to increase
sales for the company.
Marketing Concept- This concept is totally focussed towards the customer as all the
strategies adopted by the organisation are directed towards the needs and wants of the customer.
This is effective concept in which as by focusing on the needs and wants of the customer
companies can easily survive in this competitive environment and can deliver more value than
their competitors (Allen, 2016).
Societal Marketing Concept- This concept focuses on providing effective and superior
good to the customer which provides maximum value. This concept is based on the ideology that
company should provide value products to the society which benefits the society at a larger
extent.
From all the above concept , marketing an societal-marketing concept should be
effectively adopted by the Cadbury in order to ensure success against their competitors.
Along with this there are some current and future trends of Marketing which are
discussed below-
Current Trends of Marketing
Content Marketing- It is the most common and vital marketing trend adopted by many
organisation to engage customers for a long time period. It involves the creation and sharing of
information in such away that doesn't promote the brand but stimulates interest of the individuals
towards the brand. Cadbury shares effective content with all its products in order to effectively
market the products and create awareness among the customers, thereby it is an effective strategy
used by the company to enhance their brand image and target large customers (Arendt andAllain,
2019).
Social Network Platforms- With the current trend in social media platforms like
Facebook, Twitter, Instagram and YouTube, companies are able to effectively market their

products and make the customers aware regarding the product. Cadbury has a strong online
presence any new product developed is shared on the social media platforms which enhances the
awareness of the customers and helps in making larger sales for the company.
Future Trends Of Marketing
Artificial Intelligence- AI would be the most prominent trend for marketing of products
and services. Because with the enhancement of the machine learning it has made the work very
easier and assist in analysis of data in a effective manner. This would helping Cadbury to
develop effective strategies regarding marketing of its products.
Virtual Reality- It is the most prominent marketing trend which would be enhancing
sales of the organisations. It is a new and innovative approach in which companies can create a
simulated environment in order to promote its brand. It would be helpful for Cadbury to carry
out personalised marketing in order to ensure success and growth.
Roles and Responsibilities of various marketing function
Marketing Research- It is concerned with gathering and analysing market information,
an understanding of the consumers demand. It determines what consumers want, in what
quantity and at what price. This function greatly helps the manager of Cadbury to analyse the
requirement of the customers and make certain changes as per the demand. This helps the
respective organisation in capturing a larger market share (Brychkov and Domegan, 2017).
Product Development- It is defined as the creation of the product with new and
innovative characteristics which may involve modification of the exiting product or creation of
entirely new product. It performs the specific role as it helps the manager of the Cadbury to
provide various new variety of chocolates and drinks by adding more flavours to the existing
products and makes them easily differentiated in the market. This helps in targeting customer
segments of different age groups and enhances the profit level for the company.
Promotion- It is a marketing communication used to inform and make the customer
aware about the effectiveness of the product or a service. It includes promotion by the following
ways such as Advertising, Personal Selling, Sales promotion and publicity of the brand. Roles
and responsibilities of this function includes creating awareness about the new products or the
existing products of Cadbury to target large number of customers, which helps in the growth of
the company. This leads to enhanced brand image as well as makes them successful against their

competitors. This is the most important role marketing function plays regarding creating
awareness of their products and persuading the customers to buy the products.
Marketing Planning- It involves making plans for the production and sales in order to
achieve the objectives of the organisation. It assist the manager of the Cadbury to achieve its
objective with regards to effective marketing of products. For example if the company wants to
raise sales by 40%, this function has the specific role which helps the manager of the Cadbury to
make appropriate plans and develops effective strategy regarding product development or
offering discounts to the customers will help in enhancing sales (Eletxigerra, Barrutia and
Echebarria, 2018).
These are the specific roles and responsibilities of marketing in context to the respective
organisation which is very necessary for the success and growth of the company.
ii) Analysis of roles and responsibilities of marketing with respect to marketing environment and
analysis of the interrelationship between marketing and other organisational functions.
Marketing department works in close relationship with the other functional units of the
organisation. It is necessary for Cadbury to analyse the roles and responsibilities of marketing in
context of marketing environment. It is discussed as follows-
Formulation of Strategies- Marketing plays a very important role in formulation of
strategies and results in success for the company. As the business environment is very complex
and dynamic it consist of internal and the external factors which consists of political, social,
technological, legal factors and customers, suppliers, competitors which affects the company and
its products. By analysing all such factors marketing helps in gathering proper information and
helps the respective organisation in the development of strategies , which assist the company to
effectively plan and ensures success and growth of the company.
Enhancing the brand image- In order to survive in this complex environment it is
necessary for the respective organisation to enhance its brand image and increase sales for the
company. Thus marketing by analysing demand of the customers provides information to the
Cadbury organisation to provide goods which add value to their products. Thus marketing helps
in building reputation and enhances the brand image of the company , thereby assist the
organisation in increasing sales for the Cadbury products (Hisrich and Ramadani, 2017).
Marketing Information System- It is an important concept which provides information to
the managers of the respective organisation such as product, planning , implementation and

controlling of marketing strategies. For example manager of the Cadbury depicts the information
regarding logistics on a real time basis which helps in proper distribution of products in the
market place.
Marketing research- Conducting Marketing research is considered to be the major role
of marketing. It is considered with collecting information regarding the product, price and
consumers to the specific organisation so that modifications can be made according to the
requirements and demands of the customer. It is major role of marketing in context to the
marketing environment is by analysing the internal and external environment and thereby
collecting the information and providing it to the managers of the respective organisation.
Internal customers for the Cadbury includes customers, suppliers which have a greater influence
on the company and its products. This information is greatly required by the mangers to make
analysis that what new should be introduced to enhance sales of the company and which factors
hinders the growth should be eliminated to ensure success of the Cadbury (Holbrook, 2018).
Moreover with the specific roles and responsibilities of marketing function in context to
marketing environment , it also has several interrelationships with the functional units of the
organisation. These interrelationships are discussed as follows-
Marketing and Production Department- Production Department is concerned with
manufacturing of the final products of the company to make it ready for use for the final
consumers. Hence there is a close link between the production and the marketing department.
Main purpose of the production department is to produce goods according to the demands and
requirement of the customer. Therefore the role marketing department has to identify the demand
of the Cadbury products in the market and provides such information to the production
department to produce specific quantity of products in order to meet requirements of the market
place. Hence Marketing department also plays the important role of gathering information about
the efficient production method and process which can be adopted by the Production department
of Cadbury to manufacture large quantities on products within the short time frame and meet the
outside demand.
Marketing and Finance Department- Finance Department is concerned with
management of funds as well providing funds to different departments within the organisation to
carry out the business activities in a proper manner. Hence Marketing has a close
interrelationship with the finance department that in order to carry out the market research and

promote the Cadbury products, it requires efficient funds to perform each and every activity in a
effective manner. Therefore marketing by analysing the demand of the respective company
products and therefore anticipates the demand and provides information to the finance
department for the requirement of funds in order to produce goods. Therefore finance department
starts making arrangement of funds so that products can be produced within the time frame and
to avoid interrupted production, Therefore this way finance department has a close linkage with
the marketing department.
Marketing and Human Resource Department- Human Resource Department is
concerned with recruiting and selecting the most appropriate candidate which can perform the
business activities in a effective manner. HR of Cadbury should manage human resources
effectively which ensures success and profitability for Cadbury. According to the changing
demands of the customer it requires effective workforce to carry out the business activities in a
appropriate manner. Marketing department by analysing such requirements of the skills provides
information to the HR department of the Cadbury to hire employees which have appropriate
skills. This way Marketing department has a close relationship with the Human resource
department of the Cadbury and helps in proper recruitment of the candidates (Hugos, 2018).
This way marketing has a close relationship with the functional units of the respective
organisation and helps in execution of business activities in a effective manner.
iii) Critical analysis and evaluation of key elements of the marketing function and its relationship
with other functional units of an organisation
There are different key elements of marketing functions that are important for Cadbury
for evaluating marketing of products of organisation. These elements are evaluated critically
which are described below:
Research- It is the most important and crucial elements of marketing. This can help
organisation for collecting information from external market that is significant for development
and marketing of goods. This helps in determination of most appropriate business practices
which should be adopted by Cadbury. Apart from benefit, challenges which is faced by
organisation is that business environment is dynamic which keeps on changing which can create
difficult for concern. This challenges need to be overcome by administration by setting up of
appropriate division for ensuring business environment.

Planning- It is another elements of marketing that is needed by Cadbury for
implementation and development of various strategies. This is related with sales forecast,
financial planning and distribution, communication. As long term planning can be risky for
organisation so they need to plan trends which are homogeneous during time period.
Strategy- The data and information collected through research is evaluated and
formulated on basis of strategies, relevancy and opportunity. This element is very important for
organisation as it aid in formulating appropriate tactics for business and marketing. Sometime,
strategy formulated are not align with other strategies so company should formulate appropriate
strategies that compliment one another.
For interrelationships, it is very difficult for marketing functions to maintain an effective
relationship with all other functions in organisation. This occurs because of lack of integration
among implementation of effective strategies that enhance profitability for company. Thus, it is
recommended to business to integrate with finance, production and human resource department
for effective functioning of organisation.
ACTIVITY 2
i) Comparison of how different organisations apply marketing mix to the marketing planning
process and different strategies applied by organisations to achieve business objectives
Marketing mix is defined as set of actions, tactics which is used by company for
promoting its goods, products, services, brand in market. It is collection of marketing tools which
is used by firms for pursuing marketing objectives in target market. There are 7P's of marketing
mix such as product, price, place, promotion, people, process and physical evidence. It is the way
of putting right product in place at right time and price. In order to plan market, it is very
important for business to know about marketing mix of other organisation and accordingly make
strategies and tactics for achievement of goals and objectives (Kassambara, 2018). Marketing
mix is applied in planning process of marketing for achievement of goals and objectives of
organisation. The comparison between Cadbury and Nestle has been done which is given below:
Basis of Comparison Cadbury Nestle
Product It has variety of products and
available at different parts of
world. It has 1 or 2 cash cows and
Nestle has four category of business
unit that is used for managing
different food products such as

several lion shares of market. The
chocolates category of Cadbury
are Dairy Milk, Perk, Bournville,
Five Star, Eclairs and biscuit is
Oreo. It is one of the largest
confectionery industry which is
present in more than 50 countries.
beverages, cooking aides, prepared
dishes, milk products and
chocolates. It includes Nescafe,
Nestle milk, Maggi Noodles,
Kitkat, Polo. Out of these, Maggi
and Nestle are high contributor for
profit and growth of business. The
quality maintained by brand is high
appreciable and up to mark. Due to
this consumers can easily rely on
food products of Nestle.
Price The price of Cadbury products is
decided as per quality offered by
them. Some of products prices are
high such as Bournville and some
are having low prices in order to
meet needs of segments such as
Perk, Eclairs, Five Star. The
pricing strategy depends on
demand, packages and
competition. According to size of
product also price is charged
(Lane, 2016). It has variety of
products and pricing depends on
types of consumer purchase it. It
has both high and low pricing
strategies as it is selling high
volume goods. It also sells
celebration pack in millions
quantity during celebration or
festive seasons. This type of
The price factor depends on market
of each individual products. For
instance, Maggi and Nescafe are
priced with high margins for
organisation as comparison to
competitors. It is due to product
quality maintained by Nestle. The
pricing of product is decided from
packaging and consumption based.
Due to availability of variety,
customers can make their choices
on basis of their consumptions. The
prices for KitKat and Munch has
high competitive pricing. It uses
competitive pricing strategy for
their consumers.

strategy can help to achieve goal
and objectives of business.
Place The products of Cadbury are
available globally. It has impact
global market because of
distribution channels. Products are
available at rural and urban areas.
Due to availability of products,
organisation has generated huge
profits in terms of revenue and
customer base. As it has made
name in more than 50 countries
which reflects places and
distribution channels where it has
made product reach (Nirschl and
Steinberg, 2018).
The products of Nestle has been
displaying in different malls and
supermarkets. It is managing own
sales and distribution networks for
supplying its products. It is placing
products at canteens of companies
& colleges, hospitals, public places.
It also follows FMCG strategy of
distribution that involves breaking
bulk from manufacturer to
wholesaler to distributor to retailer
and consumers. It also introduces
trade discounts and uses various
tactics for keeping their channels
motivated.
Promotion Promotion is the way of creating
awareness in mind of consumers.
Cadbury uses various promotion
strategy such as posters, online,
television, newspaper and radio.
Company has made efforts in
reaching products to consumers
and creating awareness. It has
used various tag line for
promoting products in different
places. Different brand
ambassadors are used for
promoting various category of
In order to promote various
category of products it has used
different promotional tools such as
TVC's, ATL, online marketing. It is
brand having strong products,
marketing and brand recall value.
As it is maintaining high quality
value for their consumers. It is also
using word of mouth and paid
advertising promotion tools for
creating awareness in mind of
consumers.

products. It is using paid
advertising for promotion of goods
and services.
People Cadbury has targeted children,
young people as compared to
elders. They also focus on
fulfilling need and demand of their
other group of consumers. It also
includes their consumers,
suppliers, buyers and other people
for their products (Okumus and
Cetin, 2018).
There are many people working in
Nestle and many are ready to join
such organisation. It provide
training to employees for handling
queries of consumers and provide
better solution and service.
Different campaigns are conducted
by staffs for increasing sales and
promotion. Other people of
organisation can be supplier,
government, employer.
Process It is keeping record of all
processes such as methods,
processes. This organisation uses
new and updated technology for
manufacturing goods for their
consumers.
Nestle is manufacturing products by
processing with use of better,
updated and latest technology. It is
using vending machine for serving
their consumers which reflect that
they have understood requirements
of their target people.
Physical Evidence It keep record of all experiences
through physical questioning,
buying behaviour of consumers
and providing guidelines for
products which they are
purchasing through pamphlets and
brochures.
Nestle has created evidence
connectivity by setting up coffee
corners with help of their logo in
vending machine. There are
different shops, restaurant where
physical evidence of products can
be found.
Evaluation of different strategies applied by organisations to achieve business objectives