Marketing-Mix Application: Contemporary Issues at Cadbury Analysis

This report provides an analysis of Cadbury's marketing strategies, focusing on the marketing-mix and its importance. It explores the seven key elements of the marketing-mix (product, price, place, promotion, people, physical evidence, and process) and how Cadbury applies them. The report also discusses other marketing theories, such as the STP (Segmentation, Targeting, and Positioning) approach and SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, to evaluate Cadbury's competitive position and marketing effectiveness. The analysis considers contemporary issues in marketing and how Cadbury adapts its strategies to address them, aiming to deliver the right content to the right customers at the right time. Desklib offers a platform to explore similar solved assignments and study resources for students.

Contemporary Issues
in Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing-mix and its importance within the process of marketing..........................................3
Other marketing theories and approaches...................................................................................6
CONCLUSION ...............................................................................................................................8
REFERNCES:..................................................................................................................................9
Books and Journals:....................................................................................................................9

INTRODUCTION
The marketing is a term which is used by organisation to promote its goods, services,
together with its brand in the target market. It contains several activities through which goods or
services can be purchased or sold. These activities are advertisement, dispersion and commercing
of goods and services to the target masses or any business corporation. In a business
organisation, it is a vital functional area that undertakes any action to gain customer attention
towards particular brand, while delivering high-quality content with the use of different tools and
techniques. Marketing aims to facilitate conspicuous value for potential consumers through its
message or content (Balarezo Juárez and Olivares Inga, 2021). Through its long term goals and
objectives of representing the values of product, hike in the strengths of brand while increasing
customer loyalty will ultimately rise its business sales. The company which is considered to
make this report is Cadbury Organisation. It is one of the top brands in confectionery segment
which is fully owned by Mondelez International. It has headquarters in Uxbridge, West London.
It was founded 198 years back in the year 1824 by John Cadbury. This report is based upon the
discussion on marketing-mix and its value within the marketing process. It will also add some
key theories related with marketing that can influence the attainment of marketing actions.
TASK
Marketing-mix and its importance within the process of marketing.
The marketing or dispensing process of products and services necessitates some kind of
attention of management as production has no connexion unless commodities are sold. The term
marketing-mix can be delineated a process of shaping and combining different marketing
elements in such a manner to guarantee the accomplishment of organisational aspirations. These
elements of marketing are categorised into four heads such as product, promotion, place, together
with place (Bandara and Ranasinghe, 2019). Thus, it is the reason why marketing-mix is called
as an integration of 4P's.
Importance of marketing-mix: Marketing aids in differentiation:When one evaluates marketing-mix of other key
players in the market, there are various methods that one can create differentiation from
the its competitors. There is a chance that competitor might have inappropriate promotion

tools and by knowing the, one can generate better promotions of their products and
services. Marketing-mix supports in being dynamic: An organisation which is fully panoplied is
also prepared when mishappening strikes. During a poor business environment or
recession, an organisation should be prepared to react. At such times, the business must
have the feature of dynamic. Also, the organisation requires to understand its products,
price, place, promotion and other elements as well. If it comprehends them, the business
corporation will react with a better nimbleness.
Marketing-mix of Cadbury:
As it is found that earlier marketing-mix is a combination of four basic elements-
product, price, promotion, along with place. Later, it adds three more key components in the
marketing-mix- people, physical evidence and process (Harutyunyan, 2019). In addition to
Cadbury, all such elements are discussed below in detail: Product: This is the foremost element in the marketing-mix, denoted as a commodity or
service. It is developed and made with a key purpose to fulfil the demands of target
masses (Sutanto, 2019). This can be in both forms- tangible and intangible. A company
requires to do a deep research before making any kind of product or service as the
process is dynamic in nature and may fluctuate from the period of growth to maturity to
the point of decreased sales. Cadbury has a wider range of products in their business and
commodities are divided as per the occasions and seasons, while they may differ
according to the sales in different countries. The product line is not only limited to
chocolates, but also covers desserts and beverages. This cover commodities such as
Bournville, Cadbury Dairy Milk, Dairy Milk Fruit and Nut, Cadbury Five Star, Fruit
Sundae and many more. Price: Price is crucial element as it showcase the amount that a target consumer pays for
their commodities and services with an intent to consume them. It is sensitive in nature as
it shows the profit edge and survival of any business. Fluctuating pricing tactics has a big
impact on the marketing plan as it can influence the sales of commodities and need of its
marketplace. Cadbury uses both premium prices as well as low prices for the all the
customers. The pricing strategy of respective brand is based upon the competition,
packages and demand. The products which have low prices are Five Star, Eclairs,

Cadbury Perk and many more. The prices are also relies on product size. Bournville is the
product that sells on premium price range. Place: Place, placement or distribution is next element in the marketing-mix. It also have
an impact on the marketing plans and tactics. This element takes an important place as
organisation needs to ascertain their right place to distribute their goods or services so
that target customers can easily gain and consume the products (Jufrizen, 2020). Cadbury
goods are available throughout the world and covers both rural and urban areas in each of
the countries. Th distribution places has created the goods available to a lot of target
masses and in turn has created a huge profit for the organisation both in regards with
revenue and customer base. Significantly, the food and beverages are available at stores,
retail stores, grocery stores and many more. The brand also increased its sales through
online channels as well. Promotion: This element works for the business corporation to publicise their offered
products and services and its characteristics to the target audience. This includes costs
and tends to act as a most expensive component in nature as it helps to gain customer
attention and influence them to catch the offers. The promotional strategy that Cadbury
exploits are newspapers, posters, online channels, radio, television and many more. The
company has made huge efforts to make their commodities reach the target mass and
make them aware of goods. People: This component cover those people who are the part of promoting and
commercing goods in the market. It may be employees, workers and helpers of business
as they tend to help in the delivery process of goods to the prospective customers. It is
important to indulge employees with right training and development equipments and
tools so that they can give superior services to the customers. Cadbury has fulfilled the
demands of consumers across the world. It recruits skilled workers to make sure better
and improved work culture within the business while compensating and rewarding their
workers as per their attainments. Physical evidence: It is fundamental to have a physical evidence on goods and services
that they are placed and distributed. A concept of this is called as branding. Cadbury
chiefly pay attention to the packaging and their product design to gain customer attention.
They prefer to utilise different kinds of packagings as per the occasions and seasons.

 Process: This element concentrates on its process of dispensing its goods and services to
the consumers. It should be generated for maximum dependability and efficiency, but
may also include the traits that are in line with the business such as being surroundings
and sustainably concentrated. The chosen brand has quite impressive process that they
have no burden and force of goods production (Kumgosod, Yangprayong and
Phayaphrom, 2021). The business produces goods at bulk range and move them to
wholesalers or retailers for the purpose of sell in the marketplace while trying every
possible effort to reach target masses.
Other marketing theories and approaches
STP Approach:
STP represents segmentation, targeting and positioning. This approach is used by
organisation while making any marketing communication plan since it helps marketers to order
intents and they develop and offer personalised and appropriate message to create consumer
engagement towards brand. In case of Cadbury, the STP approach is done below: Segmentation: This is first phase in which a business segment its customers on the basis
of cultures, religions, occupation, age groups, beliefs and attitudes, buying behaviour,
geographical location and many more. The chosen confectionery brand opts for
demographic factors to segment their target customers. Targeting: Left out marketplaces are prioritised by the organisation to make suitable and
impactful marketing plans so that all places can be covered to target. Choosing the right
place is fundamental for business as the masses necessitates best services which values
their investments. Cadbury targets their customers on the basis of age groups and create
every possible way to target them well. Positioning: Brand positioning plays an essential for any business. Confectionery brand
makes every possible effort to reach the target customers with the help of different ways
such as they promote their commodities and brand on several digital platforms, they also
exploits traditional way of marketing such as TV or newspaper so that message can be
delivered to the best of their target (Salem, 2019).
SWOT analysis:
This framework covers the strengths, weaknesses, threats and opportunities of a business.
The intrinsic factors are strengths and weaknesses, while opportunities and threats are extrinsic

factors (Nhân, 2020). This analysis helps Cadbury to measure its organisational performance
against other master players and the industry.
Strengths Weaknesses Opportunities Threats
 It is known as
one of the top
leaders in
confectionery
line. It covers
several strong
brands such as
Oreo, Dairy
Milk, Five
Star, Bournvita
and many
more.
 It has high
volume of
chocolates
packs and
boxes for
gifting.
 It always tries
to come up
with new ideas
and reach new
markets.
 It has
limitation with
rural area
segment.
 Few incidents
have occurred
such as some
cockroaches
were seen in
the products
due to which
brand
reputation has
been affected
badly
(Pramono,
Akiriningsih
and Gunawan,
2019).
 Many
customers have
a sweet tooth
and prefer to
eat bars and
chocolates
after their
meals. By
adding
different tastes
and flavours,
the brand can
increase its
customer base.
 It can also
expand its
product range
which is one of
the most
lucrative
opportunities
for the brand
such as
Cadbury.
While
expanding
product range
and exploring
 As health
awareness is
increasing day
by day, it is a
major threat to
the brand as
this can limit
their sale of
goods (Quix
and van der
Kind, 2019).
 Cost of
distribution is
also a threat as
fuel prices and
costs of
shipping have
been rising day
by day. It can
impact the
price of
products and
profit margins
as well.

new emerging
markets can
help in
covering more
target places.
CONCLUSION
It has been concluded from the above report is that marketing is that major function that
aims to promote brand, together with its products and services. It is essential that the
organisation should focus on its marketing activities in order to convey the right content to the
right customers at right time so that they can avail the offers indulged by the brand. Marketing
mix is set of seven key elements that an organisation needs to consider for creating effective
marketing plan to generate sales and profits.

REFERNCES:
Books and Journals:
Balarezo Juárez, A.F. and Olivares Inga, W.A., 2021. Estrategias de marketing mix para mejorar
el nivel de posicionamiento de la marca costera Trujillo 2020.
Bandara, A.M.S.P. and Ranasinghe, J.P.R.C., 2019. Study on the Influence of Marketing Mix
Factors on the Revisit Intention of Inbound Tourists (With Special Reference to Nuwara
Eliya).
Harutyunyan, D., 2019. Marketing mix and political campaigns (Doctoral dissertation).
Jufrizen, J., 2020. [Hasil Turnitin] The Role of Marketing Mix and Service Quality on Tourist
Satisfaction and Loyalty at Samosir. Kumpulan Penelitian dan Pengabdian Dosen.
Kumgosod, K., Yangprayong, P. and Phayaphrom, B., 2021. Marketing Mix Factors Influencing
the Purchase Decisions of Crude Palm Oil Powder of Livestock Farmers in Suphanburi,
Thailand. Journal of Management in Business, Healthcare, and Education, 1(1), pp.1-
11.
Nhân, N.D., 2020. Giải pháp hoàn thiện marketing mix cho Doanh nghiệp Tư nhân Trái cây 2N
tại Thành phố Hồ Chí Minh đến năm 2021.
Pramono, C., Akiriningsih, T. and Gunawan, A., 2019. Pengaruh Strategi Marketing Mix 4P
Terhadap Tingkat Penjualan Kamar di Hotel Grand Keisha By Horison
Yogyakarta. Jurnal Pariwisata Indonesia, 15(1), pp.73-83.
Quix, F.W.J. and van der Kind, R.P., 2019. From SWOT to marketing mix. In Retail
Marketing (pp. 357-368). Routledge.
Salem, S., 2019. Marketing Mix.
Sutanto, C., 2019. Laporan Kerja Lapangan Penerapan Marketing Mix Rokok Diplomat Mild
pada PT Wismilak Inti Makmur di Surabaya.