Cadbury's Marketing Strategies: A Comparative Analysis with Nestle

Desklib provides past papers and solved assignments for students. This report analyzes Cadbury's marketing strategies.

MARKETING ESSENTIALS
CADBURY
1

TABLE OF CONTENTS
LIST OF FIGURES.............................................................................................................................3
INTRODUCTION............................................................................................................................. 4
LO1.................................................................................................................................................5
1. INTRODUCTION AND CONCEPT OF MARKETING INCLUDING CURRENT AND FUTURE
TRENDS...................................................................................................................................... 5
2. OVERVIEW OF DIFFERENT MARKETING PROCESSES..............................................................8
3. ROLE AND RESPONSIBILITIES OF A MARKETING MANAGER IN THE CONTEXT OF THE
ORGANIZATION........................................................................................................................10
4. MARKETING INFLUENCES AND INTERRELATION WITH OTHER FUNCTIONAL DEPARTMENTS.
................................................................................................................................................. 11
5. VALUE AND IMPORTANCE OF MARKETING ROLE IN THE ORGANIZATION...........................13
6. CONCLUSION........................................................................................................................14
LO2 & LO3.................................................................................................................................... 15
7. COMPARISON OF THE WAYS IN WHICH CADBURY AND NESTLE APPLY THE MARKETING MIX
IN THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS OBJECTIVES........................15
EVALUATION OF TACTICS USED BY CADBURY TO ACHIEVE BUSINESS OBJECTIVES.................22
8. EVALUATING BASIS MARKET PLANS FOR CADBURY.............................................................23
CONCLUSION............................................................................................................................... 29
REFERENCES.................................................................................................................................30
2

LIST OF FIGURES
Figure 1 Marketing Concepts.........................................................................................................5
Figure 2 Cadbury's Chocolates.......................................................................................................7
Figure 3 Marketing Process............................................................................................................8
Figure 4 Interrelation of departments.........................................................................................11
Figure 5 7 P's of Marketing Mix................................................................................................... 16
Figure 6 BCG Matrix.....................................................................................................................25
Figure 7 STP................................................................................................................................. 26
3

INTRODUCTION
This assignment keeps focusing on the principles of marketing and its concept and marketing
processes that are applicable to Cadbury. Cadbury is a British multinational confectionery
company founded by John Cadbury in 1824 and owned by Mondelez. The evaluation and
analysis of marketing functions with its roles and responsibilities which are interrelated with the
functions of an organization. This will include the importance and objectives of Cadbury and the
competition with its competitor, which will be carried out with the application of 7 P's of the
marketing mix of both the organization.
4

LO1
1. INTRODUCTION AND CONCEPT OF MARKETING INCLUDING CURRENT AND FUTURE
TRENDS
INTRODUCTION
This report carries the finding which indicates the roles and responsibilities of the functions of
marketing which applies to Cadbury and laid on the interrelation of various marketing functions
context to the organization. At Cadbury, marketing function plays an important role with other
functional units. On the basis of key elements used by Cadbury gets evaluated with its
importance will be analyzed (Commander, 2018.).
BODY
Marketing department identifies the customers’ needs and requirements by carrying out
marketing research with the help of the research and development department for increasing
the profit and keep the sales teams achieving the organizational objective. Marketing function
involves many roles and responsibilities towards the desired objective by producing, promoting
and delivering goods and services in an effective manner to the customers (Pike, 2015).
CONCEPT OF MARKETING: The concept of marketing can be understood by these five concepts:
Figure 1 Marketing Concepts
5

(Source Gummesson, 2017).
Marketing functions play an important role for any organization which helps in achieving the
organizational goals and objectives and helps in satisfying customers by providing goods and
services with the exchange of money (Gomes, 2017).
 The production concept
This focuses on the products which are highly affordable according to the customers and pays
emphasis on the products and its distribution which lead to marketing myopia.
 The product concept
The product concept is based on any particular product brand or quality which satisfies
customer needs (Manser, 2017).
 The selling concept
The selling concept is fully based on selling activities and promotion of any product. A customer
believes that if there is no any promotional activity of any product than it set to be no use and
bad quality.
 The marketing concept
The marketing concept focuses on targeted customer and gives them satisfaction compares to
the competitors in the market for achieving the objectives (Manser, 2017).
 The social marketing concept
This concept focuses on the environmental response on behalf of societal behaviour according
to their needs and wants. It focuses on human welfare rather than profit.
6

CURRENT AND FUTURE TRENDS OF MARKETING
Current trends of marketing at Cadbury
Cadbury is having a share of $18.9 billion currently in the market. It is a part of a company
which has the leading global chocolate market share. Cadbury is well known for DAIRY MILK
chocolate overall world (Bailey, 2017).
Figure 2 Cadbury's Chocolates
(Source Jha, 2017).
Future trends of marketing at Cadbury
In future, Cadbury will be the most likely brand for its products as a big competitor for other
industries of the same products. Increasing demand for Cadbury is an opportunity that it could
consider their business to target the developed markets of other countries such as China,
Nigeria and Russia, as these countries have such huge population and are still growing (Kotler,
2015).
7

2. OVERVIEW OF DIFFERENT MARKETING PROCESSES
Figure 3 Marketing Process
(Source Mazzucato, 2016).
Marketing process involves various ways to create the values for the customers to satisfy their
needs and wants. It is a continuous process of action in between the organization (Piercy,
2016). The marketing process is the situation which gets analyzed to identify the opportunity
and the strategy is formulated for taking tactical decisions and to implement the plan
monitoring the results.
 Situation analysis
This process identified and recognizes the opportunities and threats for the business
environment. This identification requires to analyze the past, present and future possibilities
(Kotler, 2015).
 Marketing strategy
8

This segment is performed under the identified market and targeted customers. This helps the
market to evaluate on the basis of psychographic, geographic and behavioural aspects.
 Marketing mix
This includes 4 P’s of marketing that are: Product, Place, Price, and Promotion (Kotler, 2015).
 Implementation and control
This ensures that the strategic objective of a company gets achieved, by the functioning of
organizing and directing people those are responsible for the needed resources (Manser, 2017).
9

3. ROLE AND RESPONSIBILITIES OF A MARKETING MANAGER IN THE CONTEXT
OF THE ORGANIZATION.
Roles and responsibilities of marketing manager at Cadbury are as follows:
 Management of employee
Cadbury ensures customer as well as employee satisfaction in the organization which helps in
motivating and encouraging them to work for the objectives.
 Creating an effective plan
Creating an effective plan through market research for Cadbury helps the manager to get
information about the market trend and consumer preference (Skills, 2015).
 Managing strategic formulation
Cadbury’s Manager helps to attain the objectives of the business by formatting strategies after
analyzing market opportunities and threats.
 Customer service strategy
The role of marketing manager at Cadbury is to help the customers to maintain a good
relationship full of trust and loyalty.
 Analyze opportunities and threats
Role of manager is to identify opportunities and threats within the market and helps effectively
in achieving the objective (Skills, 2015).
10

4. MARKETING INFLUENCES AND INTERRELATION WITH OTHER FUNCTIONAL
DEPARTMENTS.
Figure 4 Interrelation of departments
(Source Daft, 2015).
The marketing function involves the finance department, production department, marketing
research department, sales support system, strategy management, human resource
department etc. (Child, 2015).
The interrelationship of the marketing department with other functional departments at
Cadbury:
 The finance department is interrelated with the marketing department as it provides a
budget.
 Human resource department makes policies and recruits the person required at the
post.
 Production department of Cadbury meets the demand and supply of the product.
 Marketing functions are also interrelated with the research and development
department as it helps in providing the trend prevailing in the market (Manser, 2017).
11

 Customers are directly related to marketing as they play a vital role in achieving
organizational objectives.
12