Marketing Essentials Report: Cadbury's Marketing Plan and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies and practices. It begins with an introduction highlighting the importance of marketing in organizational growth and customer satisfaction. The report then delves into the key roles and responsibilities of the marketing function, including marketing planning, financing, promotion, distribution, selling, and research and development. It explores the marketing planning process, emphasizing market analysis, target market identification, marketing mix strategies, and controlling. The report further examines the roles and responsibilities of the marketing department within the organization, detailing its interactions with other departments such as accounts, human resources, sales, production, distribution, and research and development. The report also compares the ways Cadbury applies to achieve its business objectives, focusing on adapting to changing consumer demands and competitor strategies. Finally, it presents a business marketing plan for Cadbury, outlining strategies for achieving its goals and objectives.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Roles and responsibilities of marketing in organisation...................................................4
TASK 2............................................................................................................................................6
P3 Comparison in ways which company apply to achieve business objectives.....................6
TASK 3............................................................................................................................................8
P4 Business marketing plan....................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
There is a very important role of manager in providing growth to an organisation. It is
important for manager to give preference to customer need. There are chances that consumer
does not like consistency in product and services (Ahrens, 2011). These days, role of marketing
department is increasing, they have to perform activities as per need of environment. This report
is based on Cadbury which is second largest confectionery company. Cadbury has headquarters
in UK and it operates in different parts of the world. In this report, there is discussion about roles
and duties of marketing manager, its relation with other departments of organisation, 7P's of
marketing mix and marketing plan. This plan helps company in achieving goals and objectives
and setting code of conduct for all employees. It is essential that manager has to give emphasis
on operations which are happening in organisation, so there will be corrective actions taken in
case of need.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing means to advertise products and services in market. There are different
techniques which are used by company. However, there is requirement of time as well as cost
which has to be analysed by management of Cadbury. This function helps company to create
awareness about their product in market, it is essential that manager has to perform this function
very carefully. It is possible that manager has to change its plans and policies as change in
society need and demand. These days, Cadbury is coming with new products and services as per
change in environment. Cadbury has long as well as short term objectives for which it is
established. Marketing manager has to keep these targets in mind and then frame policies and
motivate employees (Arguello, 2013). There are many roles and responsibilities in marketing
functions, some of them are as under-
Marketing planning: This is an important task associated with marketing, i.e. there is
requirement of proper planning regarding how to market product and services. It is essential that
manager has to perform actions which provide whole knowledge about activities which helps in
marketing. There is essential role of top level management of Cadbury to plan about activities
which are beneficial for upliftment of organisation.

Financing: To perform activities, finance is the most essential component of
organisation. There are many sources through which company can raise funds. But the source
which is cheap and readily available has to be opted. As Cadbury has big name in market so this
raising fund is not much tough for it.
Promotion: Cadbury come with new chocolates and biscuits time to time, so it is
essential for them to promote product in market (Baines, Fill and Page, 2013). Through
promotion only, product can pass or fail in market. There are various advertisements of Cadbury
but with the passage of time, these advertisement get modified.
Distribution: Cadbury operates in different parts of the world and having manufacturing
units in various parts of company. It is essential that marketing manager has to frame policies
which help in reaching product timely to consumer. There are various methods through which
they can deliver product but these options gets change by change in weather.
Selling: This is also related to marketing. Some people think that there is no difference
between selling and marketing. But there is difference between both. It is essential that manager
has to frame policies which affect sales in positive manner. When Cadbury has some new
product in market, it can be sold while people have knowledge about it.
Research and development: Research and development department is not so popular in
initial days. This department has important role in market. They analyse society and then demand
has to be satisfied by manager (Baker, and Magnini, 2016). R&D department is closely linked
with marketing department. They have to perform R&D and then take actions to reduce negative
results.
MARKETING PLANNING PROCESS
This process can be defined through proper planning and analysing market as well as
taking actions to reduce negative effects. There is requirement of proper guidance which helps
employees to know about their duties and responsibilities. This is process which is continuous
and futuristic in approach, there are chances in change in this plan as per alteration in perception
of individual. Marketing planning process is discussed as follows-
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Illustration 1: Marketing Process Model
§
(Source: Marketing Process Model, 2018)
Above diagram shows the systematic approach used by Cadbury to market their product.
It is essential that manager has to perform this function with due care and responsibility. When
company is launching some new in their product and services, then it must be known to
employees so they can satisfy demand and need of consumer (Blythe, 2012).
 In the first step, manager has to perform task related to market and environment analysis.
This step is necessary as through this, company came to know about relevance of new
product. They can take actions which are fruitful for them.
 There are many factors in market, which company has to consider. While analysing
market, it is essential that manager has to perform actions which helps company to target
market. When Cadbury is launching sugar free chocolates, then their target is elder
people so they advertise targeting those people (Marketing process model, 2018).
 It is essential that manager has to frame policies to market product in society. There are
many views in mind of personnel, then it is essential that manager has to frame policies
which are beneficial for company's growth as well as employees.
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 In this step, manager has to apply marketing mix strategies. It helps company to improve
performance and reduction of waste activities. This aids association in achieving targets
on time. In the last step, controlling is done. It is essential that manager has to perform
activities which are required to be controlled. Above discussed steps may have negative
or positive results, in both cases there is requirement of proper watch on activities of
workers (Brassington and Pettitt, 2013).
P2 Roles and responsibilities of marketing in organisation
Marketing is not an easy task. As Cadbury has big image in market, so it is essential that
manager has to take care of actions which are taken by company in marketing process. There is
need of proper guidance to lower level of management and in case of confusion, it must be
resolved through good communication. There are possibilities that manager has different mind-
set from employees of company (Brooks and Simkin, 2011). There are various short and long
term goals and objectives of Cadbury which has to be accomplished with the joint efforts of
employer and employee. In addition, there exist different marketing policies for business concern
and consumer. These policies must be planned in way so that it is fruitful for company's growth.
Marketing department has to perform task which are interrelated to various other departments of
Cadbury. This is discussed under-
Accounts: This department plays an important role in growth and development of
company. There are chances that company has to change its policies due to high expenditure.
Marketing has some expense which is essential to expend so accounts department estimates it
and then communicate to marketing head. This helps in reduction of cost. Manager has to adopt
measures which are effective and efficient for association.
Human Resource: HR department is not directly but indirectly related to marketing.
There is need of personnel in marketing department, this can be satisfied by HR department. It is
essential for marketing head to tell employee need to HR manager and hence they select
appropriate candidate.
Selling: Selling has close relation with marketing department (Brooks and Simkin, 2012).
It is essential that marketing manager has to advertise product in the best way so that salesman
can collect leads. In case, consumers are not aware about new product of feature of Cadbury,
then there are chances of reduction in sales. Cadbury can frame marketing policies which are
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related to sales. Manager can motivate employees by saying company grow through increase in
sales and organisation's growth means personal growth of workers.
Production- Production departments works in manufacturing of biscuits and chocolates
of Cadbury. It is important that marketing manager has to communicate regularly with
production manager (Cabrera and Williams, 2014). Manager deals with external market on the
behalf of company, so it is essential that they must have knowledge about new product.
Company has to frame policies which create communication between both departments. Cadbury
operates in various parts of the world, so it is essential to frame policies as per external
environment.
Distribution and storage: This is essential department which manager has to operate with
full energy. As Cadbury deals in eatables, so it is essential to store them properly. There are
chances of increase in demand in festive season and other occasions; so, as demand arise it must
be satisfied, this can be done only when production department is aware about change in
demand. Distribution should be done as per requirement. This helps company to enhance image
in industry. Company must opt method of storage and distribution which reduces damage and
time of distribution.
Research and development: R&D department has to analyse market and then take
corrective actions which are related to product. These days, there are many changes taking place
in society; so, it is important that manager has to consider them and frame policies accordingly.
Research department analyse different options which helps organisation in achieving business
objectives. There are various methods to perform task so it is responsibility of research and
development to come with source which is the most suitable among them (Caragher, 2016).
Marketing department deals with change in product and services and deliver it. There are
many modifications taking place in society so marketing manager has to frame policies as per
customer. There is change in marketing strategies of business and customer. Cadbury has to
perform tasks as per need of market and consumer.
 In case of company wants to market their product to business man so they sell Cadbury
brand more. They give them more financial and non-financial profit which are related to
their benefits. There are various discounts, commissions, displays, etc. to businessmen
which helps in increasing sales. Cadbury launches special edition at different occasion
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which can be sold when shop keeper offers Cadbury as core product. In this, marketing
manager has to approach less customers.
 There are various advertisements which advertises to ultimate consumers. In this,
advertisements must be framed in such a way that consumer can get attached with ad
personally (Desai, 2013). There are many other sources such as newspaper
advertisements, hoarding, etc. they help in delivering news about new product. This
promotion of product is according to need of environment. For example, demand of dark
chocolate is more in UK as compared to India, so they must market dark chocolate less in
India. This helps in optimum utilisation of resources.
TASK 2
P3 Comparison in ways which company apply to achieve business objectives
Cadbury has big name in market and it is responsibility of top level management to retain
same position in industry. This can be possible when there is check on external as well as
internal factors of organisation. It is essential to keep eyes on competitor's policies. These days,
demand of consumer is changing, they want sometimes new with passage of time. To retain
same position in market, it is essential that manager has to frame policies which emphasise on
some value addition to product (Dibb and Simkin, 2013).
Comparing from initial days there was far changes in product and advertisement pattern
of Cadbury. This is done because change is necessary to make policies happen as per
requirement. Cadbury has vision to create long and good relations with consumer. It is not
necessary that every product of Cadbury will get success, in case of failure of product manager
has to check shortcomings and take corrective measures. There is important role of employees to
perform their duties as per requirement. However, there are many factors which affect
performance of company. Thus, it is essential to analyse them and take actions to reduce
negative results because of it.
Different product can be delivered in industry through various measures and every
company has different strategies to grab opportunities. There are 7P's of marketing which help
organisation to grow their empire (Essentials, 2015). It is essential to use these P's in the best
possible manner. Cadbury has many competitors such as Mars, Hershey's, Nestle, etc. so it is
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essential to plan policies as per competitor's policies (Extended Marketing Mix (7P's), 2015). In
this report, there is comparison of Cadbury with Nestle in regard to 7 P's.
BASIS Cadbury NESTLE
Product Product means things which
company is delivering in society.
Cadbury is providing many products
which are helpful in satisfying need
of customer. They provide
chocolates, biscuit, etc.
Nestle has wide product range
and hence, it is competitor of
Cadbury. Dairy Milk, Kitkat,
polo, etc. are some popular
products of Nestle.
Price Price is the money which is charged
by company with consumer.
Cadbury has various products of
different price. Some chocolates
have high price while some are
reasonably charged.
Nestle also have different price
strategies but they cannot charge
higher price. Hence, it is
important for manager to watch
on Price of competitor's product.
Place This company have effective share
in market and thus the products
which are being available easily in
market. Example can be taken up of
chocolates which are easily available
at any kind of store in number of
places.
Even Nestle has the good market
but the product availability
within the market which is less.
People have shown positive
feedback regarding the milky bar
product but cannot be spotted in
each and every store which is
located at various kind of places.
Promotion As this kind of company already has
the better position within
marketplace so they do not need any
kind of advertisement.
In this case, they also do not
utilise the promotional method
for promoting the products
within marketplace.
People This company is being loved by all
the people as they do not have
certain target but still there is some
In this factor, company do have
the effective and better channel
of communication with the
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of the good connection with every
market segment.
customers and they still have the
very less response from people of
the Cadbury.
Process This is kind of way which is being
decided by the managers to perform
the tasks and activities within the
market. After this, it is essential to
deliver goods and services
effectively. This kind of process is
highly reaching out the customers
which is simple and straight and that
is preferred more.
Products of Nestle are present to
the customers which are similar
to Cadbury but the difference is
they do not have high reach to
customers.
Physical evidence It means that the logo of company or
it can be identification mark with
which it is being known within the
marketplace. This kind of factor is
highly essential for the company to
have the physical evidence else
overtake will happen by fake
companies. Cadbury company does
not mainly utilise the physical
evidence for attracting the
customers.
It is enough to make the products
sell within the market. They do
less physical evidence compared
to the Cadbury.
TASK 3
P4 Business marketing plan
Marketing plan helps company to analyse what has to be done to achieve which is
planned by manager. Cadbury is big brand and it is essential for them to achieve objectives and
targets on time (Fan, 2012). There are possibilities that manager has to perform task as per
requirement of environment. If manager does not make business plan, then there are chances of
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negative as well as positive results. In case of negative results, it is essential that manager has to
check task again and corrective measures are taken. Business plan of Cadbury is as under-
Mission and vision of Cadbury:
Vision of Cadbury is to create brand which people know and love. Mission of Cadbury is
to improve quality which helps in improving image of company in industry.
Objectives of Cadbury:
There are various objectives of Cadbury which can be achieved with proper guidance and
leadership. It is important that manager has to communicate to workers. They want to expand
their brand value through improving quality of chocolates and biscuits. Their aim is to become
world's best brand (Illing and Anders, 2016).
SWOT analysis
This analysis helps company to achieve business objectives. SWOT analysis supports
company to analyse internal strength and weakness within company.
Strength Weakness Opportunity Threat
Main strength is they
are leader in
manufacturing and in
distribution. Thus, it
can attract many
customers.
It has high brand name
and good equity. This
helps them in
increasing the sales
and profits. Thus, it
can maintain unique
and strong position in
minds of all customers
and in market.
There is not good
quality of food such as
cockroaches found in
chocolates. Due to
poor quality, it cannot
capture many users.
It has not good
distribution channel in
rural areas. Thus, it
cannot attract
customers in rural
areas.
Cadbury can expand
its operations in rural
areas so that it can
capture many users in
rural areas. Thus, it
has a good opportunity
to increase the sales.
Cadbury can provide
different flavours in
their chocolates. This
helps in giving unique
experience to all
customers.
It is mainly provided
at time of festivals. At
the time of festive
season they have to
opromote more so
consumer does not go
to compertiitor brand.
It has incurred high
manufacturing and
distribution costs so it
has charged high
prices for all their
products. Thus, it
cannot attract many
customers and give an
opportunity to
competitors to increase
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their sales.
PESTLE analysis
This analysis is done by manager of Cadbury to know external factors which affects
business operations. Company cannot control these factors but negative results out of that can be
reduced.
Political – Due to procedures of new government rules and regulations, company has
selected many employees. In Europe, it has put restrictions on many employees so, it affects
decision of Cadbury to select many employees (Kongstvedt, 2012).
Economic – Due to the recession, the prices of all items go down. Hence, company has to
create certain laws and regulations to increase the income. Then only, it can compete in the
competitive environment.
Social – Due to certain assumptions of public that products are not certified in a proper
manner and fulfil need of customer the demand of Cadbury goes down. It results in decreasing of
sales and profits.
Technology – Due to advanced technology, Cadbury uses many innovated technologies
to increase their sales. It has started using different machineries which creates many unique and
innovative items in company.
Legal – Due to legal rules and other ethic norms, Cadbury has to follow all ethical rules
and norms while creating the product. Through this it can increase their sales and profits. It can
also maintain unique position in minds of all customers.
Environmental – Due to environmental changes, company can use more energy, water
and power in creation of product. As a result of this, there is less wastage of resources and
pollution in the environment. Thus, it can maintain good position in minds of users and in
market.
Marketing budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 37000 39900 36200 41200
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