This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and its importance, followed by a discussion of Cadbury's key marketing functions and their interrelation with other departments. The report then delves into a comparison of the marketing mix of Cadbury and Nestle, highlighting the product, price, place, promotion, process, people, and physical evidence strategies of each company. Furthermore, the report includes a detailed marketing plan for Cadbury, focusing on the launch of a gluten-free chocolate product. The plan covers company overview, vision, mission, strategic objectives, STP (Segmentation, Targeting, Positioning), marketing mix (product, price, place, promotion, people, process), marketing budget, and monitoring & evaluation. The report concludes by emphasizing the crucial role of marketing in brand image and sales growth, and the necessity of collaboration with other departments. The report also includes references to relevant books and journals.