Marketing Essentials Assignment: Cadbury Schweppes Report Analysis

This report provides a comprehensive analysis of Cadbury Schweppes' marketing strategies, focusing on the roles and responsibilities of its marketing function. It delves into the interrelation of the marketing department with other organizational departments, such as HR, finance, and production, highlighting the importance of collaboration. The report compares how different organizations utilize the marketing mix to achieve business objectives, with a specific focus on Cadbury's application of product, price, place, and promotion strategies. Furthermore, it includes the production and evaluation of a marketing plan for the company, offering insights into Cadbury's approach to brand management, market analysis, product development, and customer support. The report concludes with an overview of the company's marketing activities.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation of the roles and responsibilities of marketing function....................................1
P2. Describe how roles and responsibilities of marketing functions relate to the organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
P3. Comparison between the ways in which different organisations use marketing mix to the
marketing planning process to attain business objectives...........................................................5
TASK 3............................................................................................................................................9
P4. Production and evaluation of a marketing plan for the company.........................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to the process of buying and selling goods and products or services
which are manufacture and developed by the company according to the needs and demands of
the customers. So that they can provide satisfaction or fulfil their desires. In context of a
company, it can be a business process of generating relationships with and satisfying consumers
(Babin and Zikmund, 2015). Marketing essentials refers to that sources which help in the
process of marketing like advertising, selling and delivering products to the customers or other
businesses. This assignment is based on Cadbury Schweppes which is a British multinational
confectionery brand. This firm was founded in 1824 by John Cadbury and headquartered in
Uxbriodge, London, England, UK. This firm operated its business internationally with the help
of producing chocolate products and others. This assignment will be discussed about roles and
responsibilities of marketing functions and interrelation of the roles and responsibilities to the
wider organisational context. Further will be defined about the ways of comparison in which
different firms apply marketing mix to attain business objectives and produce a marketing plan
for the company.
TASK 1
P1. Explanation of the roles and responsibilities of marketing function
Marketing is a function of business which help in selling goods and services of the
company by developing and creating marketing strategies, using marketing channels and others.
Marketing department plays various role in promoting the business and mission of the company.
It help in coordinating and producing all materials which are helpful for operating the business of
the firm. In Cadbury, the marketing department of the company plays different roles and
responsibilities which are mentioned as below:
Defining and managing brand- Marketing department responsible for the creating
awareness about the company and its business. In Cadbury, marketing function play role and
responsibilities by providing information about the goods and services of the company which are
offered by it according to the needs and demands of its target audiences. This function do market
analysis to identify the needs and demands of the customers so that they can offer products
according to them (Baker and Magnini, 2016). This help in managing the business of the
company generating profit and increasing sales.
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Producing marketing and promotional materials- The marketing department is
responsible to make production of different activities of marketing like manufacture products,
selling goods and others. In Cadbury, marketing department of the company is responsible to
create awareness about the goods and services of this organisation (Baker and Saren, 2016). For
this, they use different promotional and marketing channels like social media, internet,
Facebook, Instagram, Twitter, Web advertisements and others. Because now these days most of
the population pass their time and use these channels so it is beneficial for the company that with
the help of it, it can create awareness about itself.
Marketing planning- Marketing function is also responsible for the planning of business
and all related activities and operations so that it can operate its business in an effective way. In
Cadbury, marketing function and department is responsible for maximizing the sales and
production, promotion of the products and others. In it this department play an essential role by
manufacturing and creating business strategy, promotional strategies and others so that the
company can run its business with the effective planning of its marketing activities.
Product designing and development- Marketing department is also responsible for
designing and developing products and services. In Cadbury, marketing department is also
responsible for the creation or development of the goods and services. For this, they product
marketing analysis and trying to identifying the needs and demands of the customers so that they
can manufacture and produce products which fulfil their requirements. Product designing consist
decision related to quality standards to be used for shape or design of the product and packaging
etc. So that they can make product attractive to target the consumers and better then the rivals
products.
Customer support service- Marketing function is also responsible for providing customer
support and this department also play role by providing this service to its target audiences. In
Cadbury, the marketing department provide information about the brand, products and services
of the company. This department is also responsible to solve issues and quarries of them
regarding goods and services. This department offer different customer support services like
after sales service, procuring credit services, customer information and others (Bastable, 2016).
These all services help in getting, keeping and maximizing the number of the customers.
Overseeing outside vendors and agencies- Marketing function is typically responsible
for selecting and managing the agencies and vendors who providing marketing materials and
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offering marketing support to the company. In Cadbury, the marketing department playing an
effective role by building effective relation with those agencies and vendors like ad agencies,
print vendors, web providers, PR agencies and specialist which help and support in its marketing
activities.
Marketing mix- It refer to the set of actions, strategies and plans which are implement by a
company to promote its brand or the goods and services of the company at market place.
Marketing mix included product, price, place, promotion and others (Blythe and Martin, 2019)(.
In Cadbury, it indicates to the process of designing goods and services according to the
customer's demands. Place indicates to the market where these product are available and in the
reach of the customers. Price refers to the cost of goods and services which are set by the
management of the company. Promotion basically indicates to the advertising activities which
are used by the firm to create awareness about the products which are manufactured by the
organisation according to the customers requirements.
P2. Describe how roles and responsibilities of marketing functions relate to the organisational
context
As per the defined information, it can be monitored that marketing department and
functions is responsible for operating the marketing operations or activities. But it is not easy to
run all the activities of individually, for this, they required to support of different department. In
Cadbury, the marketing of the company effectively operate with the support of various
department. The interrelation of different marketing functions with other department of the
company is as following:
Human resource department- This department basically responsible to hire and recruit
candidates as per the requirement of the company by conducting or organising recruitment
process. For example, in Cadbury, if marketing department has requirement to hire candidates
for the vacant positions then they interact with HR department and the HR manager of the
company conduct hiring and selection process to recruit applicants for filling the vacant positions
of marketing department. Before hiring the candidates, HR manager analyse the vacant post so
that they can create job description according to that and select individuals. For the selection of
qualified candidates, they use different methods of recruitments and selection like interviews,
aptitude tests and others (Campbell, Martin and Fabos, 2018)). Marketing department is also
interrelate with the HR department because before hiring the employees the HR offer
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information and notification about the vacant positions for a specific role by using promotional
channels of marketing like advertising channels and others.
Finance department- Fund and capital is a basic factor which is highly required for running the
different activities and operations of an organisation. In context of a company, to run the
business activities of it, finance department is provide support to it. In Cadbury, finance
department provide support to marketing with a lot of statics and helpful information which
concerning the moderate prices that the customer expects form a particular product and good
(Faßmann and Moss, 2016). For example, when this company produce products then finance
department provide fund to it for manufacturing goods and services according to the consumers
needs. For creating awareness, marketing function use different promotional channels like social
media, web advertisement and others for these activities finance department provide money to it.
Marketing department is also support finance functions like marketing manger do marketing
analysis and forecast the demand. Then, they provide information to finance manager that they
required this much fund for running the marketing activities. Finance function is considered as
the backbone of the firm in the eyes of all marketers.
Production department- Marketing department of a company always collect information about
the demands of the consumers and do surveys for the people about the quality, expanse and
valuability of the goods an d services which are offered by it. For example, in Cadbury,
marketing department gather information about the requirement of the product and services in
the market. This function is also responsible for conducting marketing analysis so that they can
monitor the trend and desires of potential customers so that they can design product according to
them. This department is also responsible for the production of the goods as the requirement of
the market and minimize the wastage. Marketing function is also interrelate with production
because it also provide information about the goods that which kind of products are highly
required in the market so they should manufacture them in high quantity to fulfilling the
customers demands. Through the surveys, the marketing department also spots the things which
are not liked by the people, this help the production function to make improvement in the
product quality (Malhotra, 2015). The marketing department decides that where and whom to
sell the product which are based according to the nature of the product itself.
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TASK 2
P3. Comparison between the ways in which different organisations use marketing mix to the
marketing planning process to attain business objectives
Marketing mix indicates to the combination of factors that can be controlled and
managed by the firm to influence consumers to purchase its products. In term of an organisation,
marketing mix indicates to a strategy which can be use to formulate a product and service
providing to its customers. It can be a process of putting right products in the right place, at right
time with right or affordable price (Miller and Jentz, 2017). In Context of Cadbury, it can be a
marketing tool that include a number of elements in order to change integrity a product's brand
and to help in the sales of the products and services of the company. Marketing mix of this
company is as following:
Product- It indicates to an item which is developed an organisation to satisfying the
needs and demands of the. Products are change form of raw material which are developed by
using different process to satisfying the desires of market. Products can be tangible and
intangible which can be easy to tough when they are in the from of goods but if they are in form
of services then they can be touch, they are intangible.
Price-It indicates to that cost which is pay by the customer to the products which has
value. The price of the products is basically refers to that amount that a consumer pays to take
the benefits of the goods and services which are offered by the company. In context of a firm,
there are different pricing strategy which can be used by the management to sell the goods and
services.
Place- It consist those areas where a company provide its goods and services and
products are in reach of consumers. It is an areas of distribution from where, the customer can
easily purchase the products and services of the company. For example, supermarket, stores,
shops, online sites, company website, online portals and others are some places where
organisation available their products and services for the purpose of sales.
Promotion- It is a process of creating awareness about the products and services of a
company which are designed by the management to fulfil its target audiences demands (Mueller
and et. al., 2015). It can be a tool which can be used by the firms for sales of the goods, building
public relation, advertising and sales promotion etc. It is an essential and appropriate component
of marketing because it help in increasing the sales of the organisation.
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People- It indicates to those persons and individuals who designing and creating goods
and services. In context of organisation, people refer to employees and employers who help in
manufacturing goods and services or organising production process (Muralidharan and Raval,
2017). Seniors and superiors are responsible for formulating strategies and plans to run the
business of the firm an customer purchase goods and services to make contribution in growth of
it.
Process- It indicates to the activities of creating and manufacturing goods and services to
satisfying the customers demands. In context of a company, it can be a procedure though which
it produce products according to it target audiences. For example, there are various kind of
processes like sales funnel, pay system, distribution system and others for the effective running
of the company.
Physical evidence- It refers to the presence and establishment of a products which is
offered by the company. In a company, physical evidence indicates to the presence of the
product in the market, out appearance of the product because it help in attracting the customers.
For example, packaging can be the physical evidence of a product. It is beneficial for the growth
of the firm to get attention of the customer and maximizing the customer base.
Marketing mix Cadbury Nestle
Product Cadbury is a major chocolate
brand which produce different
bars like Dairy Milk,
Crunchie, Caramel, Wispa,
Boost, Picnic and others. This
firm also manufacture some
different products like Easter
eggs, Flake, crème Egg, Roses,
Fudge, Cocoa Essence and
others. In beverages, there is
Bournvita which is leader in
milk additives. It also
manufacture a product Halls as
There are different products
which are offered by Nestle
like coffee, bottled water,
milkshakes and others like
beverages, breakfast cereals,
infant food, baby formula and
others (Nirschl and Steinberg,
2018).
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a mouth freshener
Price It is the amount which pays by
customer for purchasing the
goods and services. It can be a
pricing strategy that can be
followed by an organisation
for its products. In Cadbury,
the firm manufacture high
quality products so like
beverages and Oreo so it
requires high prices. In context
of dairy Milk and others, it
follows premium pricing
strategy. The management of
the company also follow
penetration and skimming
pricing strategies of its
products.
The nmamngemnt of the
company following pricing
strategies relatively low to
competitors. They follow
penetration pricing strategy,
skimming and premium
pricing strategies (Pike, 2015).
Place Cadbury operates its business
in more than 200 nations of the
world. For the distribution of
its products it use different
place like FMCG marketing,
supermarket, stores, shops etc.
To sell and make in the reach
to customer, the management
of Nestle provide its products
through supermarket and place
of convincing. This company
operates its business in more
than 189 nations.
Promotion There are different channels
and modes which are used by
Cadbury to promote and create
awareness about its products.
The management of the
Nestle use different channels
of promotion like social media,
Facebook, Instagram, Twitter,
Web advertisement and others
to provide information about
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company use above the line
and below the line marketing
of Cadbury. They use
hoardings, social media,
internet and others to provide
information about its products.
its product (Puddle, 2015).
People It refer to those people who
buy products and services of
this company. In Cadbury, the
management of the company
sells it products to those
individuals who buy
chocolates for eating and
gifting. They target lower,
middle and upper middle class
people.
In Nestle, the employees of the
company help in supporting
the growth strategies for a
specific product (Purvis,
2015). People also refer to the
target audience of the
organisation and this firm
target lower, middle, upper
middle and upper class people.
Process It indicates to those process
which can be used by the
company for the sales and
distribution of the goods and
services. In its distribution
process, the company follow
whole seller then retailer
offering its goods.
In Nestle, the management
follow distribution and
customer services process.
Customer service process is
essential for the company
because with it, they can
getting feedback of the
consumers that they are
satisfied and need
improvement in the products.
Physical evidence Basically, in context of
Cadbury, physical evidence
refer to the outer appearance
and packaging of the products.
This company also used
attractive packing of its
products and use appropriate
promotional tools which help
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The management of this
company use attractive
packaging which help in
increasing customer base.
and support in the
development of Nestle (Ryom
and et. al., 2016).
TASK 3
P4. Production and evaluation of a marketing plan for the company
Marketing plan
It refers to a written document which outlines marketing strategy of the company. In
context of an organisation, market planning is the process of conducting and describing the
marketing aims and objectives and collecting strategies and tactics to attain them (Zaccagnini
and White, 2015).
Executive summery- In Cadbury, the management of the company can formulate marketing plan
for launching its new product “Sugar Free Chocolate”. Cadbury is an UK based firm which
produce chocolate products and operate its business more than 200 countries. This plan will be
defined about the different strategies which will be used by the management for the effective
launching its new product.
Situational analysis- For this the company can used PESTEL analysis which is as following:
PESTEL analysis-
 Political- In UK, the government make changes in the interest rate and in 2010, the value
added tax was imposed cause of which the price of chocolate rise this affect the business
of this company
 Economical- The economy of the whole world decline which affect the extension plans
of Cadbury which create impact on the sales. After some time, this company gain 30%
increment in sales.
 Social- Cadbury manufacture products according to its customers needs and they are
strictly against alcohol, this help in increasing the sales of the company.
 Technological- The management of the company use effective proportional technologies
like social media and others to get attention of the customers. It help in increasing the
profit margins of Cadbury.
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 Environmental- The management of the company effectively follow environmental
laws, carbon emission, act pollution act, and other like inventory management, wastage
management (Babin and Zikmund, 2015). In Cadbury, the management also use eco
friendly packaging material in its some products. Legal- Cadbury has to take in to account various patents and laws that help it to enter in
different markets. This firm also follow consumer protection act which is beneficial for
the customers to provide their rights (Baker and Magnini, 2016). Thus make loyalty
towards the company help in increasing the sales of it.
SWOT analysis- This analysis is as following:
Strengths Weaknesses
 Cadbury has a strong brand image in
the market cause of it high quality
chocolate products.
 There are strong distribution network
used by the company in US, UK, India
and others countries.
 Little controversies regarding adverting
etc. which affect its business
operations.
 Due to inflation in the market the sales
of the products are reduced so it can be
a weakness.
Opportunities Threats
 By making diversification in nits
products it can gain growth
opportunities.
 By increasing its reach in rural
markets.
 There are number of competitors like
Mars, Hershey's and Nestle etc. create
competition for this firm.
 Increment in the cost of raw material
can be an another threat.
Marketing objectives- For the marketing of its new product, the management of Cadbury set
SMART objective like:
 To increase 20% sales of the company within 1.5 year with the help of new “Sugar Free
Chocolate”. Another objective of the company can be to provide satisfaction to the needs of those
customers which prefer sugarless products.
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