Cadbury Marketing Report: Exploring Roles, Mix, and Marketing Plan

This report provides a detailed analysis of Cadbury's marketing essentials, focusing on the roles and responsibilities of the marketing function and its interrelation with other functional units within the organization. It explores the application of the marketing mix, comparing Cadbury's strategies with those of its competitor, Nestle, across product, price, place, promotion, and process. Additionally, the report delves into Cadbury's marketing plan, outlining the strategies and tactics employed to achieve its marketing objectives. The analysis aims to provide a comprehensive understanding of Cadbury's marketing approach and its effectiveness in the competitive confectionery market.

Marketing Essentials

CONTENTS
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function............................................................1
P2. Role and responsibilities of marketing related to the other functional unit..........................3
TASK 2............................................................................................................................................5
P3. Application of marketing mix...............................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as the group of activities which are mainly performed by an
organisation in order to promote its product or services among target market for persuading them
to make purchases. Marketing plays a significant role in attracting the targeted consumers toward
by making them aware about the products available in market and benefit it offers to them
(Ahmed and Rafiq, 2013). The current report is based on Cadbury which is a British
multinational confectionery company that offer range of products related with food and
beverages category such as milk additives, candies,biscuits cookies, chocolates etc. The current
report contains a detail description regarding the roles and responsibilities of marketing along
with their interrelationship with other functional unit. Other than this it also contains a detail
description regarding marketing mix by comparing it with competitor brand and marketing plan
of the company.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing is considered as the process through which goods or services are being moved
by an organisation from the factory to the place for its final consumption. There are number of
activities that are mainly performed by the company in marketing for interacting with customers,
making them aware about the product and providing them commodities as per their demand on
timely manner. Cadbury is considered as the leader of adopting right marketing strategies which
supported it in becoming successful confectionery brand throughout the world. It always focuses
toward identifying the current and future trend so that products can be altered accordingly to
provide maximum satisfaction (Baack, Harris and Baack, 2013). For example, Cadbury offer its
chocolate in different size, price and packages which ensure that customers of different level can
afford the product.
In order to perform marketing effectively there are certain role and responsibilities which
is to be consider by the marketing function of the Cadbury so that best possible outcome out of
efforts can be achieved. These role and responsibilities are explained below:
Roles: -
Pricing: - This is considered to be a most essential role that marketing department has to
perform carefully by setting up the price in such a manner that the cost of company and its
benefit can be earned along with providing adequate value to the consumers with the benefit of
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product. The marketing department of Cadbury fix up the price of products that are agreeable by
the consumer to pay off and at the same time it become able to recover the cost by dealing with
all the factors such as production expenses, competitors price, rate of profit etc.
Promotion: - Another important role of marketing department is to perform set of
activities that help the brand in interacting with its target customers by providing them accurate
information regarding the product offered by company and its associated benefits (Brady, 2014).
The marketing department of Cadbury perform several marketing activities such as TV
advertisements, social media marketing, billboard, campaign etc. that help in promoting the
brand by p0roviding accurate and true information to the customers.
Marketing information system: - Under this, marketing department perform an
investigation over the target market for identifying the need and demand of consumers so that
products can be deliver as per the customers want. In Cadbury the marketing department focuses
toward determining the changing customer demand and then accordingly improve its product for
achieving the maximum satisfaction.
These all are the role that a marketing department involves which support in enhancing
its quality of catering customers demand but other then this there are certain responsibility of
marketing department toward the company and customers which is to be followed by them.
These are explained below:
Strategy: - The marketing manager is responsible for formulating effectively strategies
that can align the goals of an organisation with the message it delivers to target customers about
offerings so that maximum outcome can be achieved (Clow and James, 2013). The marketing
department of Cadbury has excel over this as its marketing managers develop strategies which
support them in attracting the customers more effectively, such as it formulate marketing
advertisement or approaches in a manner that attract people of all age group toward its products.
Product development: - The marketing manager is responsible for gathering the relevant
information about the changes taken place within market and then try to blend this information
within the operation of production department so that demand of customers can be fulfilled with
the offering of company. Cadbury always focuses toward taking feedback from its customers and
then offers them products accordingly in order to always remain at the top in their list and keep
them bind with the company.
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P2. Role and responsibilities of marketing related to the other functional unit
Marketing includes the set of activities that helps an organization in promoting its
product and services effectively in the market and helps it in attracting large number of
customers. There are various roles and responsibilities performing by marketing department that
leads the company towards high growth and success (Huang and Sarigöllü, 2014). Marketing
plays vital role in making customers aware about the goods and services provided by an
organization. However, only marketing function is not enough to attain goals and objectives of a
company. It need support of other organizational departments to run its operations and functions
effectively and accomplish organizational goals. There are different functions in an organization
including human resource department, finance, research and development and production
department. All these departments are highly interlinked with each other and work in
coordination and cooperation with each other to attain common organizational goals. The
interlink between different departments of Cadbury are mentioned below:
Marketing and finance department: Both are the very crucial departments of an
organization which functions together to accomplish organizational goals. The rule of finance
department is to maintain adequate funds within firm and provide budget to each department so
that they can perform their functions effectively (Larson and Draper, 2015). On the other hand,
the role of marketing department is to make the customer aware about products and services
offered by company. In Cadbury, both the departments work together with each other. For
performing marketing activities, the department requires fund which is provided by finance
department. This enables marketing department to perform their promotional activities
effectively and generate high sales for business that helps finance department in maintaining
adequate funds within the company. Proper communication between both the departments ensure
growth and success of company.
Marketing and human resource department: The role of human resource department is
to conduct recruitment and selection activities in order to ensure that skilled and talented
employees are exist in organization. In Cadbury, for conducting marketing activities in
appropriate way, marketing department requires skilled and competent employees that enables to
perform their duties well. This requirement of marketing department is fulfilled by human
resource department by providing it with skilled and knowledgeable employees (Lovelock,
2011). On the other hand, human resource department anticipate the workforce need of
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organization and prepare job description accordingly and provide it to marketing department to
communicate about the vacant job position in company in market. This will help human resource
department in generating large pool of talent from which the most suitable candidates will be
selected within the organisation. In this way, both marketing and human resource department
works collectively to accomplish organizational goals.
Marketing and research and development department: The role of research and
development department is to conduct market research in order to analyses needs and
preferences of customers and developed products accordingly. This department highly
contributes in identifying the opportunities that are available in market for company and
satisfying needs of customers (opolšek and Čurin, 2012). All this information will be provided to
marketing department so that it can promote product effectively to the market and attract large
number of customers. The data and information about customers will help marketing department
of Cadbury in formulating appropriate strategies regarding how to promote a particular product
in the market and influence customers to buy it. In this way, both departments work in
coordination and cooperation with each other and work towards accomplishment of
predetermined goals and objectives of Cadbury.
Above mentioned are the points that depicts interrelationship of marketing and other
departments effectively. All these departments work collectively to accomplish common goal of
Cadbury. This will help company in gaining competitive advantage in market and attain high
profits and profitability.
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TASK 2
P3. Application of marketing mix
It is defined as the number of tactics which are being adopted by an organisation for
promoting its brand name or product within target market so that higher market share can be
achieved. The marketing mix mainly involve seven elements that all when get combined form
up an effective market plan that help an organisation to achieve greater success and competitive
edge within the marketplace. In order to determine the effectiveness of Cadbury marketing mix
is compared with the marketing mix used by Nestle one of the biggest competitors. The
difference can be better understood using following table,
Elements Cadbury Nestle
Product Cadbury has a long list of products
that it offers to the customers at
global level such as biscuits,
candies, chocolate etc. Addition to
this in beverages it mainly offers
Bournvita which is one of the well
accepted brands in marketplace
(Pike, 2015).
Nestle is one of the leading brands
which offer range of products in
foods and beverages category. This
includes nestle milk maid, Nescafe,
Nestle slim in beverages. On other
side, in food items it offers KitKat
chocolates, pasta, Maggie etc.
Price The Cadbury set the price of its
product as per the quality such as
products like Oreo biscuit are its
premium product and offer at high
price. On the other hand it product
like five star, perk, éclairs etc.
chocolates provide taste of Cadbury
at relatively lower price. Therefore,
it can be said that Cadbury deals in
The Nestle set the price of its product
as per the market position and
intensity of competition. Like Nestle
are market over skimming pricing
strategy as the both of them have
lower competition. But the price of
products like KitKat Munch are lower
as the competition is high in market.
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different category and set price of its
product accordingly.
Place Cadbury mainly offer its product
with the help of its widely spreaded
distribution channel that deliver its
product from the medium of retailer
to the consumer worldwide (Rossi,
Allenby and McCulloch, 2012). It
operates in approx. 200 countries
worldwide.
Nestle is more widely operates in
European market and its 90 percent of
sale come from that region.
Promotion The promotional practices of
Cadbury are very much known all
around as it uses omni channel for
conducting promotional practices.
This mainly includes digital
marketing, radio, posters,
newspapers, TV commercials, etc. It
also put emphases toward
developing taglines which connect
the emotions or feeling of customers
with brand.
Nestle also uses range of medium to
promote its brad as similar to
Cadbury which mainly includes
advertisement, posters, TV
commercials, marketing campaign,
sponsoring and many more
(Silberschatz, Galvin and Gagne,
2014). But among all these the tune
used by Nescafe is one of the larger
and successful marketing campaigns
that has strengthen the position of
brand.
Process The process adopted by Cadbury
involve several different
intermediaries such as through
which a product get proceed before
reaching to final consumer. It starts
from the stage when product get
manufactured within factories which
then send to warehouse then it
The Nestle mainly maintain a chain
of intermediaries where products are
being transferred from factories to
warehouses, then suppliers and then
to wholesalers which are then get by
retailer and offered to consumers
either through online or offline
channels which is being preferable to
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moves to suppliers, where these
knots are delivered to wholesales
and then to retailer which offer it to
customers on behalf of company.
them.
People Cadbury work over a strategy to
cater the varying need of people
through it offering and for this it
targets people of all age group which
range from children to the old age
people in order to create maximum
value in front of customers.
Additionally, Cadbury also hire
candidates who have good
knowledge chocolate flavour and
brining innovation in the taste that
can satisfy the customers demand in
order to maintaining its competitive
position in marketplace.
Nestle mainly operates its business
through the network of supply chain,
so in order to perform its operations
effectively it regularly arrange
session for intermediaries and guide
them over the practices they must
adopt to increase the reach of
company in marketplace. Other then
this for push marketing it also offers
incentives to the suppliers or retailers
for getting more and more sale as
well as profit throughout this practice.
Physical
evidence
Cadbury adopt range of tactics in
order to represent the prompts that
can attract the consumers to make
purchases over its offerings (Silver
and et al, 2012). For this it provides
several holdings or posters to the
retailers in order to place them
within their stores which can get the
attention of people toward the
products. These practices get more
common at the time of some special
occasion or festivals and for this
company also pay extra amount to
For grabbing the attention of people
toward the products offered by Nestle
it mainly focuses toward creating the
packaging of its products with
attractive material that instantly grab
attention of customers. Other then
this it also provides posters and other
boards to place in stores for attracting
the customers toward the brand
offerings and enhancing its sales.
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the retailers.
TASK 3
P4 Marketing plan
Marketing plan is considered as the written document which represent the main objective
that company wants to achieve along with the actions that it is to take to achieve those
objectives. It also directs over the ways that an organisation has to adopt for implementing its
marketing strategy and making effective utilisation of available resources toward
accomplishment of goals for achieving marketing success
Overview of the company:
Cadbury is a British multinational confectionery company that offer range of products
under food and beverages category such as chocolates, milk additives, candies etc. The Cadbury
is headquartered within west London and ranked as the second largest confectionery brand. Now,
company is planning to launch its new product range for flavoured milk (William and Zikmund,
2012).
Mission: To offer the products that are rich in quality as well as taste that create values
among customers.
Vision: To make CADBURY the first priority of customers for having delicious food
items.
Marketing objectives
The main objective of Cadbury is to earn maximum market share for its new offering but
for achieving this the Cadbury is require to create SMART objectives that are Specific,
Measurable, Achievable, Reliable and time bound. The SMART objective that Cadbury want to
achieve are mentioned below
 To successfully launch a flavoured milk range in market
 To enhance its sale by 20% in 4 months i.e. by march 2020.
STP:
The STP model is consists of three main approaches such as Segmentation, targeting
and marketing that help an organisation in creating effective marketing plan. This mainly put
emphasis toward determining the area of potential customers that can be targeted for positioning
the product in marketplace. The STP approach for new product launch of Cadbury is given as
under:
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Segmentation: It define as the process of determining different potential customers from
the whole market in order to divide the market into small chunks that are beneficial according to
the product offering. The segmentation of Cadbury for this product would be according to the
demographical factors.
Targeting: After dividing the whole market into small parts the next is to focus this
group with promotional activities in order to target them with the influencing message and then
attracting them toward the product or services (Perreault, 2018). The target market of Cadbury
for flavoured milk would be people of infinite age as it offers chocolates from child to old aged
people.
Positioning: In this the company position its product in the mind of customer as a
commodity that can satisfy their need. Cadbury position itself as a beverage that can provide
them a feel of coolness in summer along with healthy benefits
Swot analysis of CADBURY
Strength
The main strength of Cadbury is that it offering
product in different size, flavour which are
affordable and satisfy need of people of
different taste and preferences.
Weakness
The main weakness of Cadbury is that its
negative publicity due to defect in chocolate
may affect the launch of new product.
Opportunities
Cadbury can develop its own specialised stores
that will bring more customer visit and help in
increasing its sales and profitability.
Threats
The changing customers habit toward avoiding
sweets or fatty food items may leads to
decrease in sale.
Marketing budget:
Particulars 1st year 2nd year 3rd year 4th year
Initial money 14000 9000 5000 5000
Investment 6000 6000 6000 5000
Total 20000 15000 11000 10000
Marketing
outlay
14000 1000 5000 4000
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Promotion 4000 3000 5000 2000
Sales
publicity
3000 2000 1000 2000
Direct
selling
4000 2000 1000 1000
Total 25000 8000 10000 9000
From the above presented information in the budget it can be said that the cost arise
within first year would be relatively higher as 20000£. On the other side the cost incurred while
performing marketing activities will also remain higher that includes promotional, sales publicity
and direct selling expenses around 25000£.
CONCLUSION
From the above-mentioned information, it can be conclude that marketing constitute a
significant part of an organisation as it is a function that help in making the product prepared by
a company available to the customers. The marketing function within an organisation perform its
operations by integrating with other function unit as all the departments are interlinked within
their operations that co-ordinately support an organisation to accomplish its main goals. But for
achieving the positive outcome out of the efforts it is crucial for a company to create its
marketing plan which act as a guide for it by directing over the actions to be taken and in what
manner so that the desired gaols can be achieved.
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