Analysis of Cadbury's Marketing Strategies and Organizational Context

This report provides a comprehensive analysis of Cadbury's marketing strategies, delving into the key roles and responsibilities of the marketing function within the broader organizational context. It explores the marketing mix, comparing Cadbury's approach with that of Nestle, and details Cadbury's marketing plan. The introduction defines marketing and highlights its importance in promoting products, building customer relationships, and driving sales growth. The report examines brand awareness, social media management, internal communication, feedback mechanisms, product distribution, packaging, and risk-taking within the marketing function. It also outlines the responsibilities, including a focus on customer needs, competitive analysis, the use of marketing tools, innovation, budget management, and market planning. The report further examines the interrelation of marketing with other departments such as finance and HR. The report aims to provide insights into Cadbury's marketing practices, offering valuable information for students studying marketing and related fields.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. key roles and responsibilities of the marketing function......................................................1
P2. Explain how roles and responsibilities of marketing relate to wider organisational context
.....................................................................................................................................................5
TASK 2............................................................................................................................................7
P3. Comparison between marketing mix of Cadbury and Nestle...............................................7
TASK 3..........................................................................................................................................13
P4. Marketing plan in context of Cadbury organisation. .........................................................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is define as a process in an organisation to promote products and services
through advertisement, media, newspaper etc. (Ahmed and Rafiq, 2013). This will lead a
company to attract customers which will result in increased sales and higher margin of profits.
Marketing is an essential part in an organisation which help in personal growth at marketplace as
well as assist in expanding business. This report is based on Cadbury which is a confectionery
company of British owned by Mondelez International and deals with the production of
chocolates and drinks. It headquarter is located in Uxbridge, West London. Cadbury was
founded in Birmingham, England by John Cadbury. Cadbury produces one of its chocolate
named Daily Milk made up of high proportion of milk that gave tough competition to its
competitors. Cadbury merged with two companies i.e. J. S Fry and Sons and Schweppes. This
report consists information regarding implementation of marketing strategies, delegation of roles
and responsibilities to employees. It also determine execution of marketing function and
marketing mix strategies that are applied for effective market analysis of the organisation. This
will also going to define market plan of the firm by implementing new idea and strategy for
business development.
TASK 1
P1. key roles and responsibilities of the marketing function
Marketing refers to the process of business activities by which a company can promote its
products, build healthy relationship with customers so that they can produce products as per their
demand and satisfy consumers by providing quality products and services. It has an essential role
in an organisation as marketing helps a company to grow in marketplace, increase sales, earn
higher profits, give competition to competitors and build customer trust. Marketing is important
part in an organisation because it makes the company more organised and well-structured which
in turn makes the economy strong and stable. In a dynamic environment, preferences of
customers changes which gives wide scope to an organisation to produce goods according to
demand (Baker, 2014). In addition to this marketing department of every company use different
marketing techniques and strategies which makes their decision more effective regarding their
production and manufacturing. Company following their marketing strategies and techniques
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lead them in personal growth as well as higher income. Apart from this marketing also consists
several roles and responsibilities of a company which are explained as follows:
Roles of marketing function:
 Brand Awareness: For promoting product and creating brand awareness, marketing
plays a major role. With the help of marketing , a company can create brand awareness
through advertisement, social media and so on (Baker, 2016). In respect of Cadbury, a
chocolate company can promote its product through advertisement in newspaper,
television, social media like Facebook and can create attractive tag line to attract
customer. For Example: tag line of Cadbury “Taste like this feels”.
 Management of social media: Most of companies promote their promote their products
through social media such as Instagram, twitter, Facebook etc. By promoting their
products in social media, the customers will get updates about new products launched by
company. In context of Cadbury, company updates it page when new chocolates and
drinks are launched with new flavours, offers, discounts, contest and so on. By
performing these activities customer take interest in their products and events. Cadbury
must update its page on regular basis and keep checking on the post that has been
uploaded before.
 Internal Communication: Internal communication refers to interaction of employees at
all levels within an organisation (Bean and Hussey, 2012). Employees should be aware of
values and objectives of company. In Cadbury, as marketing is all about communication,
company provide online training which improves their communication skills so that they
can confidently deal with customers. Along with this, employees must also share good
communication with each other to achieve goals and objectives of company.
 Feedback: Feedback plays a major role for every company conducting marketing, as
with the help of feedback, organisation comes to know about customers requirement. In
respect of Cadbury, as company is more focus on customers, it has its distribution
channel worldwide which help to gather information from them in term of feedback
which let them know about their demand for new flavours in chocolate, opinions about
existing one, packaging of chocolates and so on.
 Product Distribution: Product distribution refers to the supply of products and services
from manufactures to potential customers at marketplace. As per Cadbury, marketing
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manager of company makes sure that their supply of chocolate are delivered to market at
the right time and right place as per the demand of their customers. They also involve
middlemen such as retailers who supply their chocolates to target market place and revert
back to company regarding where the supply chocolates are inferior.
 Packaging and labelling : These two are important part of a product as well as act as a
promotional tool through which an organisation is able to attract customers (Camilleri,
2018). Packaging refers to the outer covering of a product which insist customers to buy
them whereas labelling refers to information that a includes ingredients involved in
making a product, its manufacturing and expiry date and so on. In respect of Cadbury,
marketing manager use innovative and creative ideas to make packaging of chocolate
attractive by inserting image that gives glimpse how the chocolate looks like, logo and
name of chocolate. Along with this they also add information in labelling about its
ingredients, when it was manufactured date of expiry and so on.
 Risk taking: Risk taking is one of the important function of marketing as it refers to
uncertainty that takes place in the market based on purchasing power of customers in
future. To avoid risk a company must produce goods and services as per the demand of
customers. For example, Cadbury launched its new flavour in silk i.e. caramel keeping in
view customers need and preferences that they will buy their product in near future.
Responsibilities of marketing function:
 Focus on customer need: In every organisation, customers are that segment that lead in
personal growth of the company (Chang and et. al., 2015). Without customers, a
company cannot grow and earn profits. As Cadbury is a customer-oriented company so it
is essential for them to make sure that their chocolates with new flavours that they have
launched are liked by their potential customers. With this they are able to build strong
bond and will be able to know what are their future exceptions from them.
 Competition: It is duty of marketing manager to analyse its position in market and know
about their competitors in respect to know which technologies and strategies they are
using for gaining competitive advantage. As in Cadbury, manager should use advance
technologies and make effective strategies that help them in gaining competitive
advantage in beating their competitors for which they must manufacture different variety
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of chocolates with diverse flavours that will help them in building monopoly of their
products and improve their position in market.
 Better marketing tools: A company making effective use of marketing tools lead them
to expand their product in different market and make them reach to target customers
(Dibb, 2012). In respect of Cadbury, organisation should conduct surveys in rural areas
that will help them in expanding their product which in turn make them earn higher
profits, they must promote their newly launched chocolate consisting of new flavour
through social media and so on. This will lead them to create strong brand name of their
chocolates that will attract new customers
 Innovation: Innovation helps the company to make their existing product more attractive
in respect of packaging, flavours, size of product and so on. In context of Cadbury,
manager must adopt innovative and creative ideas to modify its product by adding new
flavours. Along with this they can modify their packaging in respect of shape and size as
well as they can also introduce drinks which includes dry fruits and so on.
 Manage marketing budgets: A company must prepare marketing budget for its
company of next year to target sales and profit margin so that they can prepare
themselves accordingly in terms of production of goods and services. As per Cadbury,
marketing manager must prepare the budget for its company regarding production of
different variety of chocolates, diverse flavours to be added. In addition to this, target
their sales that need to be achieved, profit margin and so on.
 Market planning: It refers to the foundation of organising and defining marketing
strategies to achieve a firm's marketing objectives (Ennew, Waite and Waite, 2013). In
respect of Cadbury, manager makes effective marketing plan which leads them to
increase their market share and improve their position in market. With the help of
effectual marketing plan, manager can perform function of promotion, make
improvement in production and other various programmes.
Hence, it is observed that marketing manager must perform all the roles and
responsibilities of a company to achieve their marketing goals and objectives which in turn will
lead in the personal growth of an organisation and increase in profits. This will lead the company
to enhance its position in the market, create monopoly and gain customer trust by providing them
quality goods and services.
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P2. Explain how roles and responsibilities of marketing relate to wider organisational context
Marketing is define as a process of an organisation which makes them to attract
customers and provide them quality goods and better services through which they will be able to
gain their trust and retain them for longer period (Izvercianu, Seran and Buciuman, 2012). It
helps the company to create monopoly, increase market share, enhance their position in market
and building strong customer relationship which will lead in personal growth of company. To
gain competitive advantage a company must make effective use of 7P's that are product, price,
place, promotion, process, people and physical evidence. These stages makes easy for the
company to organise its marketing strategies, techniques to be used for production and the
distribution channel through which company supply its product to potential customers. As every
organisation has marketing department which manage their sales, profits and make effective
marketing strategies, other departments also plays important role in an organisation.
Other departments such as finance which deals with funds and maintenance of financial
statements,HR which looks for managing human behaviour and hiring talented and skilled
candidates that will increase productivity of organisation. In addition to this, department of
department of production deals in production and manufacturing of goods and their modification
and so on.
Inter-relation or roles and responsibilities of marketing department with other
department are explained as follows:
 Marketing and finance: Marketing and finance are closely related to each other because
marketing department require funds for selling its products, promotion and distribution
for which funds are required (Jha, 2012). Thus, marketing and finance department must
share good relation with each other that will result in increased efficiency and
productivity. For example: Marketing department of Cadbury required resources for
modification in their chocolates, making their packaging more attractive, for conducting
contest and events for which funds are needed. So manager acquire funds from finance
department of Cadbury and get their resources for modification. If both the department
understand each other function, then it will create mutual and beneficial relationship
between them.
 Marketing and HR:HR are those person who is responsible for managing organisation
behaviour, recruiting employees as the per demand of the organisation. Marketing and
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HR interlinked with each other as HR department recruit employees which are required
by department of marketing with specific skills and knowledge (Johns, 2012). For
example: Marketing department of Cadbury required candidate who has good
communication skills, can access their social media page, have an experience in sales
field and is proactive. Marketing manager consult to HR department of Cadbury to recruit
candidates that carry the skills required by them so that after providing them proper
training and development as well as enhancing their skills can be a beneficial asset for the
company.
 Marketing and Production:Production department is a department which convert raw
material and semi-finished goods into finished goods. This department produce goods as
well as do modification in products per the instruction of marketing department. For
example: department of marketing in Cadbury has decided to give new shape to its
chocolates and include different variety of ingredients such as dry fruits which will bring
a new taste to chocolates and packaging that will help them in attracting customers. Thus,
they need to instruct and guide production department of Cadbury about the changes and
modification in chocolates as well as making its packaging more attractive.
 Marketing and IT:As in today's world many companies are expanding their business
through social media which makes them to build strong relation with customers
worldwide and create strong brand name across the globe (Kull, Mena and Korschun,
2016). Marketing and IT department are complementary to each other. For example:
Marketing department of Cadbury focuses in communicating with customers and for this
appropriate technology is required with all software's including in it and their
maintenance so that it does not become obsolete. So department of marketing has to
consult to IT department of Cadbury who will provide customers feedback, their
demands in respect of current trend, their views regarding chocolates taste, its packaging
and flavour. Thus, marketing and IT department are directly related to each other.
 Marketing and R&D: R&D department plays a important in an organisation which
provide innovative ideas and strategies after analysing the situation of needs and taste of
customers at the market place. The department provide these analyses to marketing
department that will help them to produce products accordingly. In context of Cadbury,
R&D and marketing department are independent as R&D analyse the market and
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research about the new technologies and examine the needs of customers in respect of
chocolates, drinks and beverages and provide these analyses to marketing department that
help them to produce effective products as per the preferences of customers and beat their
competitors in terms of providing quality of goods and services (Lovelock and Patterson,
2015).
Hence, it can be concluded that when marketing department and other department are interlinked
with each other and if they understood each departments function then this will result in
productive results.. If any one of the department does not the function properly, it will directly
affect the productivity of organisation which will result in decreased sales, loss, break customer
trust, reduce their goodwill in market, reduce market share and affect their brand image. So it is
necessary that every department of a company must perform well so that productivity of
organisation does not get affected. Effective functioning of all department in an organisation will
result in accomplishment of organisational goals and objectives.
TASK 2
P3. Comparison between marketing mix of Cadbury and Nestle
There is huge difference between working and business activities of Cadbury and Nestle.
In order to compare both of these company, marketing mix of these company is evaluated.
Marketing mix refers to all factors of market which can be control by organisation and have
direct impact on selling of products. Company control these factors to get competitive edge over
other company (Lusch and Vargo, 2014). Marketing mix includes 7 P's of market which is
product, price, place, promotion, people, process, physical evidence. Comparison between
marketing mix strategies of Cadbury and Nestle is given below.
Basis Cadbury Nestle
Product Product is any good offered by
company with exchange of
money. Cadbury is
manufacturing products and
selling it to worldwide area.
This organisation is is majorly
producing chocolate products
Nestle company is covering
more than 150 brands of
products worldwide. This
organisation is dealing its
products such as Coffee, water,
chocolate, cereals, frozen food
products, health care nutrition
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which includes bars, chocolate
box and rolls, multi-packs,
beverages, cooking products
etc. Cadbury products are
Boost, Bournville, Crunchie,
Dairy milk, Bitsa wispa,
Eclairs, Oreo bits, Twirl, Choc
shake, Hot chocolate in an
instant, Bournville CoCcoa ,
chocolate sprinkler etc. Some
so most popular product of
cadbury is Dairy Milk, Oreo,
bournville and so on. Cabdury
is including high amount of
milk in this products as
compare to other companies.
and many more. Some of
Nestle products are Carnation,
Libby's, Nestea, sweet leaf tea,
Nescafe, nespresso, Starbucks,
Tofa, Acqua Panna, Buxton,
KitKat, Cini Minis, Cookies
crisp, Gold flakes, Lion
cereals, Nestle crunch,
Butterfinger snackerz, Polo,
Hot pockets, sweet earth foods,
Chipwich, carnation instant
breakfast, Optifibre, Nutren
etc.(Malhotra, Birks and Wills,
2103).
Price Price can be refer as any
amount of money charged by
company in exchange of
product offered (Macarthy,
2018). Cadbury is charging
affordable prices of its
products . Price strategy of this
organisation is based on the
cost of producing products as
well as demand of products in
market. Cadbury is not
changing very high price of its
products and their motive is to
offer quality products with
reasonable price. This
Nestle company price depends
upon the price charged by its
competitors product. This
organisation work with motive
of earning more profits to gain
competitive advantage over
rival companies. Price strategy
of nestle is developed after
considering price of its
competitors products.
Companies is charging
comparative high price than its
rival company prices in order
to keep its margins higher.
This organisation is charging
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organisation is target large
segment to full fill needs and
demand of customers by
serving value in its products.
its products price by
considering competitors price,
product quality as well as
geographical area where
company is serving its product.
Place Cadbury is proving its
products in many countries
across world wide. Place can
be refer as areas in which
company is providing its
services as well as medium
used by company to distribute
its products (McDonald and
Meldrum, 2013). Distribution
strategy of Cadbury is one of
the major reason for success of
its success. This organisation
have very large distribution
channel which help company
in creating impact on global
market. Distribution channel
of Cadbury is that product are
transfecting to various
distributors from direct
manufacturer and distributor is
transferring products to
contractors and then to end
users.
Nestle is operating in many
countries and have very strong
distribution channel. Effective
and efficient channel of
distribution leads to safely
delivery of products to
consumers without any
damage in its products.
Distribution channel followed
by nestle includes
manufacturer, distribute,
retailers. Netsle company is
transporting is products from
producer to wholesaler and
they are distributing its to
retailers and then retailers are
selling its to nestle customers.
Promotion Promotion is a way of creating
awareness as well as informing
Nestle is using vary smart way
of promoting its products
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customers about products and
company offering. Cadbury is
operating in a wide range
products worldwide and its
marketing team is responsible
for promoting different
Cadbury products. This
company is using various
traditional as well as modern
methods of promoting its
products (Nufer, 2013).
Cadbury is advertising its
products by using attracting
and creative tag line of
products. It is also taking
advantage of digital media for
promoting its products. This
method help in informing large
audience about company
product at quite low cost of
promotion.
(Morgan, 2012). Nestle is
offering its product globally
and marking Nestle products to
attract local people of
particular market. This
organisation is using various
different strategies of
promotion according to
different market area.
Marketing strategy of Nestle is
to think globally and act
locally. Promotion and
marketing of Nestle product
are majorly depend upon
advertisement, banners, poster,
hoardings etc. Nestle is
making very creative TV
advertisement which includes
a powerful message.
Advertisement of Nestle
company is quite appealing
and attractive to consumers.
People People refer as staff of
Cadbury company. People are
the human resource which is
responsible for effective
functioning of business
operations in organisation.
Cadbury values the people
who work in company and
conduct many activities to
People of Nestle company is
consider as very important
asset of organisation. This
company is hiring and
recruiting employees who have
high qualification and ability
to perform task effectively and
efficiently (Park Mishra and
Wozniak, 2014). People of this
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