Marketing Report: Cadbury's Strategies, Mix, and Planning Process

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on key roles, responsibilities, and the marketing mix within the context of the marketing environment and organizational functions. The report begins with an introduction to marketing, defining its core activities and importance in maintaining customer relationships. It then delves into Task 1, exploring the key roles and responsibilities of marketing functions, such as providing market information, storage and warehousing, physical distribution, product design and development, grading and standardization, branding, customer support, pricing, and the societal marketing concept. Task 1 also examines the role and responsibility of marketing in the context of the marketing environment. Task 2 compares how different organizations apply the marketing mix to the marketing planning process to achieve business objectives. Finally, Task 3 involves producing and evaluating a basic marketing plan for an organization. The report concludes with a summary of the findings and references used.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1 ............................................................................................................................................1
P1 Key role and responsibilities of marketing functions ...........................................................1
Role and responsibility of marketing in context of marketing environment ............................4
P2 Roles and responsibilities of marketing related to organisational context............................4
TASK 2............................................................................................................................................8
P3. Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objective ........................................................8
TASK 3..........................................................................................................................................12
P4.Produce and evaluate a basic marketing plan for an organisation.......................................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is the process of management where products and services are exchanged. It is
defined as business of maintaining relationships to satisfy the customers (Marketing, 2019).
Market focuses on retaining customers, the important activity of marketing is selling and buying
of products through intermediaries. Marketing introduce new products where sellers come
together to satisfy the want and needs of customers by delivering them products. To analyse
demand marketers use segmentation strategies(Akbar and et. al. 2017)( . In this assignment
Cadbury is undertaken for further study, it is multinational company and was founded in 1824 by
John Cadbury. The headquarter of the company is in London, England, it is the second largest
confectionery brand in the world. This company is known for dairy milk chocolate, it is a best
selling product since 1905 made with higher proportion of milk. Cadbury also produces bars,
beverages, desserts, cookies, biscuits and ice cream. There are 71,657 employees working in the
organization. In this report key roles and responsibilities of marketing function will be explained
with the context of organisations functions. Marketing mix and marketing planning tools are
used by the organizations to achieve business objectives how these plans are properly
accomplished will be further covered in this report(Aghazadeh, 2015)
TASK1
P1 Key role and responsibilities of marketing functions
Marketing refers to the exchange of goods and services, Under this many activities are
adopted by companies to promote the product. It is a mixture of advertising, customer
relationship, selling and delivering of products to customers and intermediaries. To achieve
goals and objectives some roles and responsibilities should be followed by the marketers.
Marketing is consist of many functions which are undertaken to provide essential information to
manufactures(Astuti, Silalahi and Wijaya, 2015) . Cadbury was founded by John Cadbury in
1824, the company is famous for products such as strong cocoa and dairy milk. It uses various
marketing functions for smooth functioning and to achieve targets of company. Here some roles
and responsibilities of marketing functions are explained below:
 Provide market information: The marketing department of Cadbury is responsible to
provide market information related to the rivals new policies, rules and regulations, price

fluctuation and need and demand of customers. Proper information about market
environment helps the organization in strategies the plans and policies to regulate the
company(Albano, 2015). Basically the information analysis involves strengths,
weakness, opportunities and threats for company in context of the competitive rivals.
Cadbury has strong rivals as Hershey's and Mars so to retain customers the company
should focus on analysing their demand and needs in order to satisfy them.
 Storage and warehousing: It is the main concern for all the companies including
Cadbury. Warehouse can be defined as the store where raw material and finished goods
are kept safe before and after the selling process. The key responsibility of marketing
department is to search the information related to the distance from where the goods will
be delivered(Brown, 2016). Companies hire warehouses for placing the manufactured
products so that at high demand manufactured products can be utilised without delays.
Cadbury has warehouse in different countries at various locations to keep the
manufactured and raw material products to meet the demand and supply.
 Physical distribution: This defines the process of supply of products from analysing the
demand of customers to the manufacturing and production to the customers. It can be
also defined as the system of components which are linked to each other for efficient
movement. Cadbury's marketing department focuses on initial stage to the last stage, at
first the company analyse that what level of service and products should be provided to
customers(Brychkov and Domegan 2017). After this through which mode of
transportation the manufactured products will be transferred to the warehouses is
analysed and then the company look after the order processing as how the orders will be
handled and checked. Then company focuses on inventory handling where the proper
handling and processing of manufactured product is determined. At last product
packaging is measured by the marketing department.
 Product designing and development: It refers to the function of developing new
product design. Cadbury use marketing strategies for product development such as first
they analyse the demand of product and if demand is not efficient the company develop
new product to satisfy the customers. Designing as shape and packaging of goods attract
customers. Cadbury wraps chocolate in three packaging first in the thin golden foil then

in white paper and at last blue plastic is used for packaging. This strategy is useful to
keep the product safe from sunlight and water(Chaffey and Allen 2015). Effective
packaging attract the consumers with shape and size of product designs.
 Grading and standardisation: Cadbury determine standard of the products regarding
quality, design, weight, colour and ingredients used in products. Grading refers to
measurement of variety products with different size and shape. Dairy milk chocolate is
standardised after manufacturing and ingredients used in chocolate are graded because of
different varieties.
 Branding: It is a essential tool to establish brand image in market by using various
promotional strategies. Cadbury use social media to promote its products, company
develop new products occasionally and in India Cadbury promote its chocolate with
catchy tag line 'kuch meetha ho jaye'. Branding is basically a strategy used to retain the
customers and to create awareness in market about new products and
development(Dessain, 2016).
 Customer support service: Marketing department of Cadbury play crucial role in
provide best customer support services such as after sales services, handling customers
complaints, credit facilities and so on(Dioko, 2016). This function of marketing help the
customers to solve their quarries related to product and services which are delivered by
the company. Customer help line no. is written behind the chocolate wrappers so in case
if the consumers are not satisfied with quality of product then they can call to support
service and register their problem over there. This strategy is very useful in analysing the
taste and preference of consumers.
 Pricing of products: It is a important function for marketing department of Cadbury
where the company fix prices for its products. Pricing strategy should be effective like
not much high and not too less the company focus on rivals pricing strategy and then set
their product rates. Hershey's is a rival brand of Cadbury so the prices should be cost
effective and profitable that can attract the consumers.
 Societal Marketing Concept: This demonstrates core focus over requirements and needs
have focused customer. Hence, the consumer selects to purchase from brand beside
contemporaries in marketplace(Dodds and Jolliffe 2016)

Role and responsibility of marketing in context of marketing environment
The marketing department is mainly concerned with the supply of product and services to
satisfy the consumers. But before this, it involves many functions that keep marketing
environment in mind to follow the rules and responsibilities such as
Marketing strategies: The important part of marketing is to build strategies for the
business so that Cadbury can analyse demand, taste and preferences of the consumers.
Development in marketing strategies provide balance between the opportunities and objectives
of market(Duffett, 2017)
Monitoring market environment: It define the analysis of external and internal
environment such as the influence of political. Social, economic, technological and legal factors
on Cadbury company.
Brand equity: It is important for the organization to manage the reputation by building
brand loyalty and value of company. The increase in brand equity inversely effect in enhancing
the Sales volume of Cadbury.
Market segmentation: The segmentation help Cadbury in differentiate the volatile
market. The marketing managers identify the large markets and then segment that to promote its
goods and services.
P2 Roles and responsibilities of marketing related to organisational context
Marketing functions play key role in organizations As discussed above, Cadbury can not
achieve the task and objectives successfully without the help of this function. Marketing is
important in every business organisation because it helps in sustaining the business for long
period. Cadbury's organizational functions work with the context of marketing to accomplish
achievement Therefore, when the marketing operates effectively with other business functions in
order to generate proper results and sales for the company. As we have already discussed the
functions of marketing now Here are some role which are interrelated to the
organization(Griffitts, 2016)
Marketing and production department: Production department plays a crucial role in
turning inputs into finished goods through production and manufacturing process. Manufacturing
activities require raw material to make finished goods for consumers to satisfy their needs and
demand. Marketing functions of Cadbury helps in production department through analysing

customers need and wants. The analysis is based on segmentation strategies such as
geographical, gender and age basis. It is being analysed that Cadbury products are famous
among youth and kids so now the marketing strategies analysed the demand of old age group to
develop new product.
Marketing forecast demand and examine the competitors development strategies on the
other hand inform the production department of Cadbury to develop new products which can
compete the rivals. As per the market analysis dairy milk chocolate is popularly demanded by
every segment of the society so the company produced this chocolate with price and size
variation so all segments can consume the product. Like this marketing and production function
is interrelated with each other to achieve the objective of Cadbury(Gummerus, 2015)
Marketing and accounting department: Accounting department is generally considered
as financial department, this department provide funds to Cadbury so that the company can
execute its tasks and activities with the help of funds. Finance is the main source by through
which the companies operate their functions without funds the companies can not achieve any
target and objective. Funds are basically used in every department, marketing department of
Cadbury analyse the activities which are to be accomplished by the company so that accounting
department can set a proper budget for company. Accounting department focuses on book
keeping activities where all the transactions are clearly written(Holloway and Brown, 2016)
Cadbury's accounting department is very wide the accountants measure the expenses and
then analyse the net profit earned by company. The promotional activities of company are very
expensive, accounts department render the budget for social media promotions, television, news
paper, magazine and hoardings promotion activities. That's how the interrelationship of
marketing and accounts simply correlates to each other for smooth functioning and to achieve the
objectives of company.
Marketing and Research and Development :Within an organisation, Marketing
department as well as Research & Development are quite interrelated to each other. Even so,
there are cases where both are interdependent. Both of these departments share a cordial
relationship and both these departments contribute in each other's effectiveness. In addition to
this, there are several effective pointers on which these departments collectively help a company
in achieving its marketing objectives. Customers play a crucial role within these departments to

ensure that both of them join their resources to assist an organisation in effectively attaining all
the objectives with maximum effectiveness(Karnaukhova and Polyanskaya, 2016)
In context with Cadbury, Research and Development department are responsible for
effectively searching new ways through which the firm could market their products to the
customers. Furthermore, effective marketing allows the Research and Development to
experiment on to getting new ideas for the products and services which are associated with the
company. In addition to this, R&D Department as well as marketing department are required to
be interrelated effectively in case Cadbury decides to develop a new product. This is because,
during that process, marketing could help R&D in understanding market preferences and
products which are actually demanded amongst the target market. In addition to this, R&D helps
in development of products and services accordingly which could be well marketed by the firm
in relation to ensure more effective returns on the offerings of the organisation(Kayabasi and
Mtetwa 2016)
Marketing and Information Technology: Information Technology is slowly gaining
importance within organisations in the real world scenario. More organisations currently are
adopting different techniques under IT which helps them in effectively enhancing effectiveness
of their business operations in a technologically dominated business environment.
Interrelationship between Marketing and IT Department is gaining momentum in current
business scenario ad it is becoming continuously important for organisations to establish an
effective relationship between these departments which provide the firm with a competitive edge
within the marketplace.
Cadbury too is being quite inclined in relation to appropriately interrelating their
Marketing and IT Department. With new technologies and a constant pressure to automate and
digitalise marketing operations has encouraged the firm in establishing an effective relationship
between IT and Marketing Department. The relationship of marketing and IT works in an
effective manner within the company's infrastructure. As a prominent example, IT Department
helps the organisation in development of Website and conduct E-Commerce channels for its
products and services. This helps Cadbury in market their products on their official website,
which expands their customer base globally. In addition to this, different channels allow the firm
in appropriately expanding its online market and cover a wider geographical area with their

offerings. Furthermore, it helps in developing new techniques through which the organisation
could opt digitalised market through analysis of data through several analytical tools and
providing an insight to the company on the most preferred trend within the market as well as
choosing the best method to market their chocolate products and services to the public.
Marketing and human Resource department: every organisation need human resource,
these are considered as assets for the company. The human resource department is consist of
manager and employees here plan and policies are developed for smooth run of Cadbury
organization. Marketing helps this department as whenever the company need any position and
designation for job then organization need to advertise to fill that job requirement. so marketing
functions use the advertisement policy such as newspaper or emails to give the job specification
details to recruit people. Then human resource department select the applicants who are capable
to achieve the organizations objectives.
The recruitment and section process of cadbury is done with help of human resource
department's managers they attract qualified employees for companies targets and objectives.
Every organization functions with the help of HR department. That's how the marketing function
is useful for human resource department(Kotoua and Ilkan, 2017)
Marketing and sales department:A marketing department is the key to do marketing
and higher sales. It helps organisations to identifies the area where they can sale their products
and also suggest them that which business strategies they should follow to increase their sales. It
also helps organisations to achieve their targets by doing various activities like focus on the
customers, monitor the competition, create new ideas, manage a budget, and many others. On the
other hand, sales department plays a very crucial role in an organisation. A sale department
provides direct link in between a company's products and customers. In an organisation sales
department is responsible for selling products and services at higher level. Moreover, it
encourage the business to grow in the marketplace for beat their competitors as well as it also
helps for customer retention.
There is a strong relation between marketing and sales department, they both seen as two
separate departments but they are dependent on each other in every aspect. Marketing
encourages built relationships with customers through a variety of strategies which directly
impact on the sales figure of company in the positive manner. The main objective of sales

department is to increase sales and revenue of company which can be possible only if the
marketing department analysing the actual needs and preferences of targeted customers.
Marketing department advertise company's products and services using different promotional
tools such as TV Advertisement, Social media ads etc. in order to influence buying behaviour of
customers which results in increasing sales and revenue of company. Thus, these two
departments are interrelated with each other in order to achieve their respective desired goals and
objectives.
These were the organizational functions of Cadbury which are interrelated with marketing
department. The interrelation helps in coordination and cooperation of departments, By this tasks
can be easily achieved because of teamwork strategy of the departments
TASK 2
P3. Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objective
The marketing mix include seven p's that is product, price, place, promotion, physical
evidence and people. Its provide the valuable guide for Allocating the resources and also in
allocating the responsibility (Marketing mix, 2019). In this context, marketing mix play
important role for creating the right strategy. Nestle is a Swiss multinational company which deal
in the same sector of Cadbury and providing competition to each other. Comparison of the both
company on the basis of marketing mix.
Basis Cadbuary Nestle
Product
The product range of Cadbury is very
large. In this company products are
classified according to the seasons and
according to the sales of each country.
On the other hand Ca product are also
based on occasions like Halloween and
Christmas. Cadbury now venture into
ice-creams and biscuits segments. In
this company there are lots of product
Nestle is worlds largest food and
nutrition company and under this
brand name 6000 pounds products
are available(Luchs, Swan and
Griffin, 2015). This company produce
both kind of product that is daily use
product and occasionally used
product. Products of Nestle include
coffee, bottled water, cereals,

that is Cadbury dairy milk, milk fruits
and nuts, five star, perk, Oreo, black
current mini rolls, caramel cake bars,
bytes, brunch hazelnut etc. Cadbury
has huge number of product list which
gives great impact to grow at a rapid
rate.
beverages, chocolates, candies, ice
creams, refrigerated food, yogurt etc.
all this products are divided into the
categories which include different size
and flavours.
Price
Cadbury set the price of its product on
the basis of quality. In this context for
some product prices are high and for
some of them prices are low. Prices are
high for few product like Bournville on
the other hand low price products are
eclairs, perk, five star. The pricing
strategy of Cadbury is depend on the
demand and competitions. Different
pricing strategy use by the Cadbury.
In Nestle flexible price are the key of
this company in global markets.
Nestle use the wide range of pricing
strategy from which they can
maintain there rate at a sustainable
positions. In Nestle, product prices are
affordable for the customers because
they have all kind of products such as
beverages, fruits juices are affordable.
In Nestle, discounts are also provided
by this company at the time bulk
purchasing. In this company there is
also variations in prices at a time of
festive season. This organisation use
skimming pricing.
Place
Product of Cadbury is available all
over the world. It has huge impact in
the global market because of its
distribution channel it has. This main
focus of Cadbury is available its all
over the world. Product of this
company are available to both area
urban and rural. In this context, when
Nestle operates its main business in
Europe from where they almost get
the highest revenue. In this company
the product are not directly provided
in the market the full procedure is
followed in this which several steps
included such as manufacture ,
distributor, whole-seller, retailer and

the products are available all over
world than it is effective in growth of
the organisation.
than finally to the customers. Product
of Nestle are available in all variety
with having its maximum outlet and
this company is also looking forward
to expand its outlets,
Promotion
Cadbury has its different promotional
and advertising strategy. In this
company promotional strategy are
done through television, posters,
newspapers, online radio. Cadbury put
great effort to make its product reach
and awareness in the mind of
customers. This company has its
different brand ambassadors for
various type of product which give
positive impact in the mind of of
people
The promotional strategy of Nestle is
very well planned, this company
provides its advertisement on
electronic and print media with having
its sign board. This company think
globally and act locally they have its
best advertising campaign which is
known as nescafe tune. In this
context Nestle always operates its
business at ground level where
promotion of the brand is easy. They
also promote its promote by providing
free sample of new product.
Physical
evidence
This physical evidence include
experience of product which allow
customer to measure about product.
Cadbury apply different packaging on
its product at time of festive seasons
so that large number of customers get
attracted towards offerings and to
provide the great experience to its
customers. In this context, for
providing the better physical evidence
Cadbury apply little pinkish and
violet colour on its product to attract
Nestle is also having its unique
identity with its unique combination
of colours in packaging of products.
Nestle use its different logo with
having unbalanced heart shape in its
product. With this customer can easily
identify the product. l fresh.