Marketing Essentials: Cadbury's Strategies and Performance

This report provides a comprehensive analysis of Cadbury's marketing strategies and performance. It begins with an introduction to marketing essentials, including the seven Ps of marketing, and uses Cadbury as a case study to examine the impact of these elements on a firm's performance and sustainability. The report delves into the key roles and responsibilities of the marketing function within an organization, emphasizing product, pricing, distribution, promotion, and customer relations. It then explores how marketing relates to wider enterprises, including the relationship between marketing and other departments such as operations, finance, and research and development. The report also includes a comparison of the marketing mix of two different organizations, followed by a detailed examination of Cadbury's marketing plan. Finally, the report concludes by summarizing the key findings and implications of the analysis.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function in an organisation.........................1
M1 ..............................................................................................................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider enterprises ..........4
M2 ..........................................................................................................................................5
D1 ..............................................................................................................................................6
TASK2.............................................................................................................................................6
P3 Comparison of marketing mix of two different organisation................................................6
M3.............................................................................................................................................11
TASK3...........................................................................................................................................11
P4 Marketing plan of Cadbury..................................................................................................11
M4.............................................................................................................................................14
D2..............................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing mean producing, promoting and delivering product and services to clients and
business. It is a activity set of process for developing, exchanges offers, communicating, and
deliver that value for consumer's, partners and whole society. It is important section of all
business activities in order to achieve goals and objectives in given time frame. Marketing
essential is include seven P's like product, price, place, promotion, people, physical evidence,
process. These all element is a mandatory part of whole marketing activities. In this assignment
Cadbury are used to analyse impact of marketing essential on firm performance as well as
sustainability. It is a British international confectionery firm which are owned by Mondelez
International since 2010. They operated their operation in around 50 countries in the world.
Cadbury was established in the year of 1824 (Babin and Zikmund, 2015). Total number
employees 71,657 approx. In this report covers role and responsibilities of marketing function
related big organisation context. It covers basic marketing plan and compare various different
ways implementation of marketing mix in order to achieve goals and objectives in given time
frame.
TASK1
P1 Key roles and responsibilities of the marketing function in an organisation
Marketing department of an organisation play a important role for promoting and
advertisement goods and services in order to enhance sales. Through this activities, firm are able
to gain high profitability and market share. Marketing manager develop plan and strategies that
helps to reduce barriers which are face by an organisation while attaining mission and goals.
Management of the firms are able to develop quality of product and services which help to gain
competitive advantages at market place. Thus improve customer's satisfaction in long period of
time (Baker, 2014). By this, company are able to build strong positive brand image in consumer's
minds that provide high brand value at market place. Some important role and responsibilities of
marketing are mention as follows:
Product: Product is a anything that can full fill customer's needs and wants effectively.
Company has offer product at market place to clients, its also called merchandise. Firstly, firm
conducting research in order to know consumer demand and accordingly develop product and
services to full fill their demand in an effective manner. Product may be tangible and intangible
1

in nature. Those product that are tangible is called goods and those that are not tangible in nature
is called services. Both type product is interrelated with each others. Cadbury offers various
goods to their clients in order to gain high profits. They continuously improve product that
increase customer's satisfaction. By this, Cadbury are able to enhance their brand image at
market.
Industries competition: Company face competition with their competitors. So that, it is
very important for an organisation to know about their competitors strategies. Which help to
complete with them at market place (Chinn, 2017). Most of the enterprise use product
differentiation strategies in order to gain competitive advantage in industry.
Customer's requirement: It is very important for company to analyse customer's
preferences and perception and accordingly develop goods. That help to gain high clients
satisfaction which help to build positive brand image in buyers mind.
Price: It is a very critical factor of marketing. Determination of pricing of product and
services is a very difficult task for an organisation. This is a important factor which provide
competitive advantage at industry. Cadbury use low pricing strategies as compare to their
competitors in order to gain high market share. They have variety of product for sale. So that,
they fix goods price accordingly to demand of that product at market. Cadbury analyse
customer's needs and want and then they develop pricing strategies in order to gain high
customer's satisfaction. They compare price with quantity and then fix price of any product and
services. Company has run their business activities around 50 countries, so that accordingly to
area or location pricing, quality and quantity can change.
Competitive environment: For very market competitive environment is compulsory in
order to create fair trade practices. Customers enjoy quality of product and services when
industries have highly competitive in nature. Cadbury is also run their business in highly
competitive market place (Desai, 2013). In order to gain sustainability at market place in this
situations, management want to develop strategies and plan to sell goods.
Assistance in distribution system: Manufacturing can be done on that location where
manufacturing process should be cheep. Then, firms distribute goods in various different
location. Cadbury used effective distribution system in order to increase reachability.
Selling: Management of an organisation has develop strategies and plan in order to sell
product and services in different location. In firm selling is a single activity which generate
2

revenue. So that, each and every company has focus on sales. Cadbury hiring candidates and
providing sales training to them that help to manage overall sales revenue at market place. Sales
executive is a important person for sales department in any company. They directly interact with
customer's and represent firms product on the behalf of company. Cadbury sell their product in
retail industries. The aim of the company is enhance customer's satisfaction for maximise their
profits.
Promotion: Promotion is a process and activities which create awareness about product
and services among buyers. Promotion activity may be paid of may not be. Some time company
pay for promotions like endorsement game event etc. But some promotion like Television and
news paper headline is a non payable promotion act. Cadbury used both mode for product
promotion (Diana, 2013). Some company used advertisement as promotional tools. But these
both are vary different form each others. Cadbury use various promotional strategies in order to
promote product and services.
Management information system: Information related to market demand can be
collected in order to produce product and services according to customer's needs and wants.
Cadbury use this system in order to understand current situations. With the help of this, company
take decision that create better environment or conditions for them.
Financing: Finance is a blood of the company. That help to operate whole business
activities in an effective manner in given time period. Marketing activities needs more fund to
promote, advertise, sales and distribution of product and services.
Maintaining and building demand: It is responsibilities of management of the company
to build and maintaining product demand at market place. For this, they develop strategies and
analyses customer's preference. Accordingly produce goods thus increase buyers satisfaction.
They want to focus on competitors strategy and prepare plan of action to complete them
effectively.
M1
Operations activities can affected by extrinsic and intrinsic elements of marketing
management in an organisation. That include concept of promotion, sales, distribution, pricing
etc. role of marketing in context of marketing environment as are follows:
Market strategies: Management of Cadbury develop and create marketing strategies that
help to operate business at market according to their requirement. This has generated balance
3

between market opportunity and firm objectives. An organisation watch their competitors
activities that provide necessary information to management related to strategies and plan. That
work are help to create plan to compete with competitors in the industries (Durand and Barlow,
2012).
Market research: This work are done by research and development department. They are
customer's preference and accordingly develop produce in order to achieve goals and objectives
in given time frame. All market research task are associated with marketing department, because
at the end product sales are completed by them.
Brand equity: Brand equity mean value of product as well as firm name at market place.
Company use promotional tool to create awareness about product and services in industry.
Through this, they are able to build strong brand image in clients mind in order to enhance brand
equity.
P2 Explain how roles and responsibilities of marketing relate to the wider enterprises
Wider company develop various strategies in order to gain attention of large number of
person in the industry. Firm use several marketing schemes like low price product, unique taste,
discounting offers, limited period offers, packaging and distribution system etc. These all action
are completed by management that help to gain high profits in same industry. Some important
role and responsibilities of marketing department in big organisation are explain as follows:
Operation section with function of marketing: Operation department of any company
has crucial section of the company. In firm, strong relationship between operation and marketing
activities has established in order to manage whole business work in an effective manner. These
both are interrelated with each other (Forrester, 2010). Marketing manager analyse customer's
needs and operations department is produce product accordingly. Thus help to gain competitive
advantage in industry. Both section are important for Cadbury and they have develop positive
environment in between. Which help to manage whole business activities effectively.
Finance department that help marketing work: With out money on one task is
completed with in enterprises. Fund are required to promote, sell, advertisement, packaging,
research, distribution, branding or many more. All these marketing task is completed with
sufficient money. It is a key of business success. Failure of company strategies and goods have
create lot of financial losses. So that, Cadbury firstly analyse strength and weakness of their
product and strategies in order to reduce financial losses.
4

Sales and marketing function: Sales is a part of marketing functions. All marketing
strategies and plan are develop to enhance sales of an organisation. Sells are highly affect by
marketing actions. So that, Cadbury are analyse market and accordingly create marketing
strategies in order increase sales. Both have manage and modify according to market scenario.
Research and development department and marketing function: Management of an
organisation has conducting research at market place in order to analyse customer's needs and
preference. They also use this strategies to modify goods which full fill clients demand
effective. This both action are related to marketing function. Management give information
related to buyer demand and perception about product to research and development department
and they have develop goods accordingly. R&D department can create favourable conditions
for marketing management with in an organisation as well as market place (Gummesson, 2011).
Human resource department and marketing: Human resource manager hire candidates
according to requirement of marketing department. Each department with in enterprises has
different requirement of salary, compensation, performance appraisal system, bonus, leave and
working style. HR executive select talented applicants that have good in customer's interaction.
Information technology and marketing function: In modern era, very company have IT
department that help complete competitors at industry. Choosing right technology while
conducting research can give advantages like effective utilisation of time, money and other
resources. It helps marketing activities that help to provide differentiate offers to their clients.
Management of Cadbury may expand their business by establishing healthy and strong
relationship in between information technology and marketing department.
M2
Marketing include several functions like sales, distribution, finance, advertisement,
promotion, branding and many more. All these are related to business operation with in an
organisation (Jones and Rowley, 2011). These departments requires:
 Marketing department required economic resources for execution, evaluation,
development and market research in order to create strategies and planning.
 Logistic form sales and distribution department, human resource form HR department
and system, economic form finance department.
 Marketing department needs Human resources role and policies in order to increase
product sales and productivity of employees.
5

 Through effective information technology Cadbury has gain competitive advantageous
as compare to their competitors at market place.
With this assistance, it can be concluded that all marketing functions are interrelate with entire
organisational department that help to achieve mission and goals.
D1
All marketing as well as firms function are interrelate with each other that affect
performance and market position. Therefore, enterprises mission and objectives many be
accomplished with in a given period of time. For gain long term sustainability in industries, firm
want to increase customer's satisfaction by providing quality of product and services. Through
this, Cadbury are able to full fill clients demand effectively in a proper way (Mitchell, 2012).
Product brand image attract large number of customers, so that firm must be carry out its
marketing strategies in an effective manner.
TASK2
P3 Comparison of marketing mix of two different organisation
Marketing mix is conducted in all over marketing activities in a very proper way.
Additional, it aid in improving revenue as well as market share. Cadbury is a very famous
company as they recognise in entire world. Nestle is a competitor of Cadbury so they have to
frame marketing plan as per their competitors. It includes 7Ps like as product, price, place,
promotion, process, people and physical evidence. Here, difference between Nestle and Cadbury
marketing mix which are discussed in detail below:
Marketing mix Cadbury Nestle
Product  Products of Cadbury are Ice-
cream, deserts, bars, spreads
and beverages are operated in
their enterprise. They offer
various kinds of products with
different prices like as silk,
bournvilla, bubbly, fudge, star
bar, dairy milk and snack
 Nestle company includes
baby foods, pet, ice cream,
coffee, cereals, breakfast
and bottled water.
 Milky bar, bar one, polo,
munch, Maggie and KitKat
are different brands which
are provided by the firm for
satisfying customers needs.
6

sandwich.
 Organisation provide quality
in their products which help in
attracting consumers. They
give various types of choices
as per their preferences as
well as taste. Development
and research is organised to
analysed about customers
taste and preferences. Hence,
make changes in products so
that buyers can attract along
with that it aid in enhancing
firms profit.
Their are different products
which are delivered by
company to raise base of
consumers (Babin and
Zikmund, 2015).
 Benefits of Cadbury is to
increase sales of different
food items are offered.
7

Price  Firms provide different range
of items for grabbing attention
at a large scale. Management
use different strategies of
pricing like as penetration and
skimming as per market
situations.
 They provide quality products
as well as set its prices
accordingly which help in
attracting large numbers of
customers. Therefore,
company promotes goodwill
and market reputation.
 Nestle provides different
items of food and set
adequate cost to attract
consumers in respect to rival
company. Managers give
items at different rate to
make a person buy a product
according to its wants as
well as needs.
 Hence, organisation help in
making a adequate revenue
while providing product at
competitive rates (Baker,
2014).
Place  Cadbury is having a huge
network of distribution
through that consumers can
easily buy a product. For
enhancing sales, they are
running enterprise in both way
offline along with online.
 Administration make proper
relations with their suppliers.
So, it aid in delivering higher
quality of products to their
consumers. They are giving
their products in different
countries for increasing sales
and base of buyers.
 Organisation directly
provide products to
wholesalers and retailers by
which customers can buy
item according to their
needs.
 They are giving services by
offline as well as websites.
This advantages of company
is to provide proper
offerings and make it
available in entire world.
8

Promotion  Cadbury main motive is to
deliver a best items in a
market for achieving demands
of customers. These
exceptional qualities help in
making sales. Techniques
which are used for enhancing
items which are websites,
T.V., social networking and
many others.
 They also use animated
advertising for gaining
attention of children for their
modified and new items (Batt,
2013).
 Making a best quality of items
they use best technologies.
They always consider all
measures of health while
choosing ingredients and these
are used for promoting
functions of enterprise.
 It is an important element
which help in reaching
buyers and enhancing sales.
 Nestle adopted a whole
framework of media for
various buyers like as
boarding, brochure,
websites, social media etc.
 For making a better brand
position and engaging
potential customers, firm
believe in using best type of
advertising techniques.
 Nestle use distinctive
techniques of promotion for
carrying proper experience
of buyers. They have to
persuading customers for
making a decisions of
buying a product.
Process  It is an easy process which
organisation give to their
consumers for resolving
queries and problems.
Techniques used by firm are
customer care in stores
through online websites,
telephone etc.
 By the help of customer care
 Supply chain management
process is comfortable and
easy which help in
increasing numbers of
buyers by customers.
 Sometimes, there are
complaints about item
ingredients but arises issues
are solves by organisation
9

firm can minimise their
complaints for delivery as
well as service.
 They offer a strong channel of
distribution which help in
reaching of product easily.
 Firms provide list of
ingredients as well as cautions
to their consumers. They can
read for ensuring measures of
health.
properly.
Physical evidence  It is a structure which is
visible to their consumers for
examining the value of
organisation. It contains
atmosphere, building,
infrastructure, interior etc.
 It is a physical attribution
which people can see while
evaluating a item as a brand.
 For example: there are
different feedbacks and
reviews of their products
which is reachable for each
internet user and it is not
controlled by them. This is an
helpful attitude in recognition
and assessing of brand
(Chinn, 2017).
 Public can check firms
websites which they can use
 Their working environment
is very good as well as
happening. This type of
environment help in getting
positive vibes along with
that promoting life for
employees.
 Organisation manage all
reviews which are coming
on various social sites pages
of an firm.
10