Marketing Essentials: Cadbury's Trends and Strategies Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing current and future trends, an overview of marketing processes, and the roles and responsibilities of a marketing manager within the organization. It explores how marketing influences and interrelates with other functional departments, emphasizing the value and importance of the marketing role. The report also includes a comparison of Cadbury with Hershey's, applying the marketing mix (7Ps) to achieve business objectives. It culminates in the production and evaluation of a basic marketing plan for Cadbury, highlighting the significance of effective interrelationships between different functional departments to achieve overall business goals. The report covers topics such as B2B and B2C marketing, the impact of internal and external environments on marketing, and how the marketing mix is applied in the context of the Cadbury and Hershey companies.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Current and future trends trends of Cadbury...........................................................................1
2. An overview of the different marketing processes.................................................................1
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.................................................................................................................................2
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation..................................................................................................3
5. Value and importance of the marketing role in the context of the organisation.....................3
6 Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.................................................................................................3
7. Comparison of two companies in the same sector applies marketing mix to achieve
business objectives......................................................................................................................4
8. Produce and evaluate a basic marketing plan.........................................................................6
CONCLUSION..............................................................................................................................10
.......................................................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as the process through which goods and services are provided
to the customer. It includes selling and delivering of products to general people by following the
process of advertisement. It is necessary because it can help to build the brand awareness with
increase the regular sale of an organisation (Babin and Zikmund, 2015). The main objective of
marketing is to promote business activities and meet out the goal of organisation. Today in this
report the discussion is related with Cadbury Company which was first founded in 1824 in
Birmingham, UK. Even the detail information about marketing mix will help to find out the
strategies of Cadbury that how they do their marketing work to achieve their targets on time.
Also, the development plan of Cadbury will clear all the doubt in this project.
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation
Marketing: It is identify as an operational function of the enterprise that deals with different
activities that are practiced in order to create the people aware regarding the services and
products. It is important part for each organisation because with the help of this they can easily
introduce their product in market and attract large number of customers within predetermined
time period.
Nature and scope of marketing: Nature of marketing may be studied under different
points such as human activity, consumer-oriented, art as well as science, exchange process, starts
and ends with customers, goal oriented, system of interacting business activities etc.
On the other side, scope of marketing can be identified in form of the different functions
of the marketing manager. It will be divided into different parts such as marketing research,
product planning and development etc. Thus, marketing is more significant for an organisation to
achieve better results within predetermined time duration.
B2B and B2C marketing: B2B or business-to-business marketing introduces to the
essential techniques and best practices applied by organisation with services and product sold to
other organisation. B2C or business-to-customers marketing introduce to the best practices and
tactics applied to promote services and products among clients.
Internal and external environment impact on marketing: Internal environment of an
organisation includes all the factors or forces inside the company which impacts its marketing
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operations. It includes men, money, machinery, materials and markets. On the other hand
external environment constitutes different forces and factors which are external to the
organisation and on which markets has less or no control. It is divided into two parts such as
macro and micro environment. Thus, both internal and external environment highly impact on
marketing operations and business performance of Cadbury.
1. Current and future trends trends of Cadbury.
The market is changing day by day at current position with the help of innovative ideas.
Every organisation need to focus more on there policies that how they can compete with their
rivalries. At present, the current market of Cadbury is totally involved in digital marketing
through which they do most of the advertisement work. The idea of digital marketing is directly
influencing the regular customer and because of this the sale of company have been increased
significantly in recent period.
To sustain the current status in future Cadbury need to come up with some new idea to
attract the new customers. Organisation need to maintain the relationship with their customer to
hold the market position. Also, company can involve themselves in mobile marketing strategy to
achieve goals in future because nowadays customers are also showing there involvement in
modern marketing policies.
2. An overview of the different marketing processes.
Every organisation need to work according to the current trend of the market to meet out
its objectives (Campbell, Martin and Fabos, 2018). Here are some of the marketing process that
need to focused more by Cadbury.
Identification of mission: Cadbury need to first find out the mission on which they need
to work so that they can grab additional number of customers.
Analysis of the Situation: It is the responsibility of top level management that what is
the current situation in the market. Cadbury need to work on this department to find what their
consumer want from them and whether the situation is favourable or not to sell their products.
Objective Development: In this, Cadbury need to develop their objective at first so that
organisational goal can be achieved easily in future.
Evaluation and Planning: In evaluation and planning, Cadbury need to have proper
planning at beginning and after that it must be evaluated with the help of obtained results
(Cavusgil, 2014).
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These are some of the marketing process which can be used by Cadbury just to enhance
their perform for accomplishing the organisational goal.
3. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.
In context of Cadbury, the roles and responsibilities of marketing manager are listed
below:
Forecasting the budget: Marketing manager need to forecast the budget at the beginning
of every financial year and it must be utilised as per the plans which are prepared by manager.
Ensuring a delivery time: It is one of the key factor to satisfy the customer by delivering
the product on time. In terms of Cadbury, the marketing manager must focus on the delivery
option where they need to submit their product on time so that company can take additional
advantage in the market (Gillespie and Riddle, 2015).
Development of marketing plans and strategy: There must be proper planning and
strategy before starting any work. It helps to complete the particular work in a systematic
manner.
Identifying and managing the marketing mix: In this, the marketing manager of
Cadbury need to find out the best way to sell there product in current market with the help of
marketing mix.
These are some of the roles and responsibilities that need to focused more by the
marketing manager of Cadbury to take competitive advantage in the market.
4. An explanation of how marketing influences and interrelates with other functional
departments of the organisation.
Marketing plays the key role in every organisation which have the direct relationship
with different departments of a company. In context of Cadbury, they need to maintain the
relationship with different department of an organisation as it directly influence the day to day
activity of an association (Hair, 2015).
The relation of marketing with different department of are:
Finance department: In context of Cadbury, the marketing department need to work
closely with the department of finance to make sure regarding the budget which is separated for
research, promotion and distribution.
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Human Resource Management (HRM): In terms of Cadbury, the marketing manager
need to work with HRM to ensure that appropriate skills and teams are used or not to meet the
production targets.
5. Value and importance of the marketing role in the context of the organisation.
Marketing have always played the crucial role when it comes to increase the daily sale of
organisation. In context of Cadbury, the value and importance of marketing role are listed below:
 It can help to add on the additional number of future which can generate extra revenue.
 It can help to transfer, exchange and movement of goods (Hugos, 2018).
 Marketing can help to sustain the position of company in the market.
 It can create trust between company and customers.
 Marketing can helps to create awareness regarding the product of Cadbury among
customer.
6 Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.
It can be concluded that marketing department have significant role in context of
Cadbury because every department are linked with each other. It helps to increase trust and
respect between different department which can help to understand their customer with more
effectiveness. It helps to bring out the new innovative ideas which can be implemented to
achieve desire goal of an organisation. Also, these department increase the effectiveness to
solving the problem of customer when it is required. \
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LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
marketing mix:Marketing mix refers to the marketing plan which starts from the production
department and ends at the sale of product to the consumers (Marketing Mix, 2018). Marketing
mix includes 7p's of marketing which are prices, products, place etc. It is useful for the firms to
determine the promotional and other strategies for improving the sales and growth of firm. The
marketing mix for Cadbury and Hershey company are discussed below:
Factors Cadbury The Hershey's Company
Product Cadbury is the second largest
confectionery company in the
world. The firm is providing a
wide range of products such
as Dairy milk Oreo, Cadbury
fudge minis, dinky deckers etc.
to the consumers in all over
the world (Malhotra, 2015).
Hershey's is also one of the
popular brands in the world
which is dealing in various
products such as chocolates,
sauces, syrup , Candy, mint &
gums etc. The firm is
providing it's products in
different shapes as a result of
continuous innovation in the
products.
Price Price is the major role in
attracting the consumers
towards the products of the
firm. The taken company
Cadbury is providing a wide
range of products and the
prices varies with the products.
Due to the price range of
highest and lowest, the firm is
capturing a large number of
customer base. The company
is using the economy pricing
Hershey is also one of the
premium brands in the
confectionery industry. The
prices of the products of the
firm are high then the
Cadbury. The base price of
Hershey chocolate is 3 Euros.
Also the firm is using the
skimming prices in some of
their products for the
consumers.
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in their products for attracting
the consumers.
Place Cadbury is operating in more
than 50 countries all over the
world. The firm is focusing on
selling the products mainly in
supermarkets and local market
for covering more number of
customers. The company is
also using the online platforms
for selling their products.
Hershey is also operating in
more than 60 countries all over
the world. The firm has more
market share then the Cadbury.
The firm is also using the
online platforms just like
Cadbury for selling their
products. Apart from that the
firm is focusing on their own
store for ensuring that the more
customer can purchase the
products of the firm (Pappas,
2017).
Promotion Cadbury is one of the best
company in the world who is
using promotional techniques
such as social media
marketing, internet marketing,
TV and radio advertisement
etc. to attract more customer
towards the brand. The
company is also using
different packaging on
different products in the
festival season.
Hershey is doing the
promotion mainly from TV
and radio advertisements. The
firm is a global brand and is
recognised by its consumers
from long time. So due to this,
the firm is focusing less on
promotion.
People Cadbury is using various
techniques for improving the
skills of their employees. The
Hershey is providing
incentives and other monetary
benefits to the employees for
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firm is providing training and
development sessions to the
employees so that they can
perform their work efficiently
without any issues.
enhancing their motivation and
performance. Also by using the
Kaizen, the quality of the
product of the firm is also
improving.
Process Cadbury is using the lean
manufacturing and six sigma
techniques in the production of
their products. Through these
process, the firm can produce
huge quantity of products for
ensuring that the products are
available to consumers at any
time(Pike, 2015).
Whereas Hershey company is
using the Kaizen for improving
their production process. This
process is the reason behind
the production of quality based
products of the firm. Also the
distribution and supply chain
of the firm is good for
providing the products to
different countries.
Physical evidence Cadbury is using the blue
colour in their products for
making it the their key
competencies. The wrap cover
is blue in colour due to which
consumers can find the
products of firm easily in the
market.
Whereas the Hershey is using
the brown colour in their
products especially in
wrapping so that the
consumers can identify the
products of company easily
without any problems.
Marketing mix helps Cadbury achieve business goals: With the help of marketing mix, the
Cadbury can provide its products in an improved manner and at low prices to the customers by
analysing the suitable place and promotional strategies. The firm can utilise the process in proper
manner for producing quality based products. With the help of these factors, the firm can achieve
high profit and market share in the market for accomplishing their predetermined goals and
objectives.
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Business planning process at Cadbury: Cadbury has converted its vision into the action as a
strategic plan for accomplishing the goal of strong brand image. The business planning process
of the cadbury is done by the Managers by considering the views and opinions of their
employees so that the objectives of the firm can be accomplished in an effective manner. Also
the firm analyses the market and customer trends before planning so that the revenue and profit
can be enhanced.
LO3 Develop and evaluate a basic marketing plan
Marketing plan:Marketing plan is essentials elements to draft a plan before launching any
product in market. It's a blue print or comprehensive document in which company outlines the
marketing strategies for introducing new product in market (Pike, 2015). Through, this plan
employees become motivated and desirables to accomplish objectives of organisation.
Importance of marketing plan for Cadbury:
The marketing plan is important for Cadbury as it is helpful in determining the strategies
through which the firm can improve their sales by 20% by launching sugar free chocolates in
UK. Through the marketing plan, the managers can determine the objectives, strengths,
weakness, target market, where to position the products etc. which are required for developing an
effective strategy in order to gain high growth and success in the market by launching their sugar
free chocolates.
Marketing plan for Cadbury:
Executive summary:-
Cadbury is a British multinational confectionery company and considered second largest
brand comes after Mars. It's head quarter in Uxbridage, London and they operates in more than
50 countries. The product Cadbury wants to launch is sugar free chocolates. As customer's are
now a days more health cautions and takes healthy product only. So, to launch new product
company need to make marketing plans.
Vision:- The company wants to be world largest confectionery company.
Mission:- They want to deliver healthy products to it's customers.
Marketing objectives:- Cadbury wants to increase their 20% sales from previous year, they
wants to provide quality products to customers in coming 1 year. Cadbury wants to launch sugar
free chocolates within 9 months and make customers aware about benefits of having healthy
chocolates.
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SWOT Analysis of Cadbury
SWOT analysis is a tool to evaluate or analyse the internal environment of an organisation in
which company has full control over its operations. In relation to Cadbury, it's a multinational
confectionery company founded in the year of 1824. Its headquartered in Birmingham, UK. TO
evaluate its potentiality and identify the weakness Cadbury implies the SWOT which is
described below:
Strength
 Good positioning in market with strong
and variety of products.
 It has excellent brand promotion
strategy in FMCG industry.
Weakness
 It quality of product is very poor as it
get caught in producing infected
chocolates.
 There is less penetration in rural market
(Purvis, 2015).
Opportunities
 It can expand their distribution channel
in rural market.
 It can explore its products into new
food segments like low calorie & sugar
free candies.
Threat
 Health consciousness mentality
people's behaviour may affect the
brand's image.
 Existing brands are manufacturing new
and loyal products which impact
company's growth.
Segmentation – Segmentation means dividing and sub- dividing the customers on the
basis of geography, gender, age group, income and place. It is usually done to know the needs of
customers so that organisations can cater them efficiently. Cadbury is introducing a new product
which is sugar free chocolates. The segmentation for this sugar free chocolates are people of
middle class and more focus is emphasised on children ranging from 5 to 20 years of age
(Rancati, Gordini and Capatina, 2016).
Targetting – Targetting means a particular group of customers are targetted for a specific
product launch by the company. The targetted customers for Cadbury is children and young
ones as they need high quality of product which means sugar free and healthy chocolates.
Positioning- Positioning means the palace that the company has in the mind of its
customers. Cadbury is launching sugar free chocolates so the customers will be automatically
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attracted towards the new product. This is because Cadbury has good image in the market and
also has large number of satisfied customers all over the world.
Financial Projection of Cadbury
Income statement All numbers in thousands
Revenue 31/12/17 31/12/16 31/12/15
Total revenue 22820400 24621900 25413000
Cost of revenue 12199600 14417200 15623800
Gross profit 10620800 10204700 9789200
Operating expenses
Selling general and
administrative 1068100 2460200 2643700
Operating income or
loss 9552700 7744500 7145500
Income from continuing operations
Total other
income/expenses net -57900 6300 48500
Earnings before
interest and taxes 8573500 6866000 6555700
Interest expense - - -
Income before tax 8573500 6866000 6555700
Income tax expense 3381200 2179500 2026400
Net income from
continuing ops 5192300 4686500 4529300
Non-recurring events
Net income
Net income 5192300 4686500 4529300
Net income
applicable to
common shares 5192300 4686500 4529300
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Resource allocation: The resources allocation for introducing the new sugar free
chocolates in Cadbury is done based on the department activities. For example: the marketing
department has been assigned 10,000 pounds for marketing and advertising activities. Production
department has been assigned with 50 more workers and 20,000 pounds for purchasing the
machinery. HR department is provided with an amount of 5,000 pounds for hiring the potential
candidates.
Monitoring and control:- It refers to process of tracking, reviewing, controlling and regulating
progress in order to meet the performance of project as well as analyse whether objectives are
accomplishing or not. To launch new product in market Cadbury will monitor the every stage in
production so that goals are achieved (Purvis, 2015). The manager will track, review and control
the production process sugar free chocolates. So, that effective quality products can delivered to
it's customers.
Sales analysis:- This analysis is conducted in business to determine whether sales volume is
increasing or decreasing. Sales is analysed to identifies market opportunity available for
company so that sales can increased. The demand of product is also determined as according to
which sales can be estimated by managers. This will helps Cadbury manager to draft reliable
decisions to accomplished desired objectives as to launch new products in market. Through, this
manufacturing capacity also set as according to sales of product. The sales of new product is
determined according to current product demand so that efficiency ratio can be minimised. With
the help of inventory turnover ratio, assets turnover ratio efficiency of product can be analysed.
Market share analysis:- It refers to analysis in which indicates the performance of firms in the
marketplace as compare to competitors. It's a process in which companies branch marking their
sales or product category in market against the competition.
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Source: Market share analysis of Cadbury.
Efficiency ratio:- It indicates the expenses in terms of percentage of revenue with a few
variations in sales of company. The company need to examine how much they spend of products
to generates more profit for company. Inventory turnover ratio:- cost of goods sold / average inventory.
 Assets turnover ratio:- Net sales / average total assets.
Cost profitability analysis:- It's an analysis to determine how much profit is company is
generating. In advance they also determine profit from the sales of new launched product in
market. It examines by analysing the gap between sales and cost incurred for production.
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Illustration 1: Market share analysis of Cadbury

CONCLUSION
Hence it can be concluded from the above report that marketing essential plays the
crucial role in every organisation. Different departments need to have proper discussion with
different department to provide proper facilities to there existing customer. Marketing
department helps Cadbury to increase the revenue. Marketing mix gives detail information
regarding company that how they can improve their overall structure and it is necessary for the to
develop new plans so that additional number of customer's can be added in future. It helps to do
proper advertisement through which it can enhance the position the company in the market.
Recommendations
It has been recommended to the CADBURY that the firm needs to consider the social
media marketing for promoting the new sugar free chocolates. Also the firm can use the quality
based raw materials for producing the new chocolates. The production department should needs
to purchase the new machines for producing the quality based sugar free chocolates. The HR
department needs to provide the training to new employees of production department so that they
can effectively use the new machines without any problem.
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