Detailed Marketing Analysis Report for Cadbury Confectionery Brand

This report provides a detailed marketing analysis of Cadbury, a British multinational confectionery brand. It begins with an introduction to marketing and its importance in promoting product awareness and building brand reputation. The report then delves into the key roles and responsibilities of the marketing function, including making strategies, market research, product development, communication, and sales support. It further explores the relationship of marketing with the wider organizational context, outlining the strategic marketing process, B2B and B2C marketing, and various marketing functions such as corporate, strategic, product, field, and product management. The report also examines the roles of different business units within an organization, including production, research and development, purchasing, human resources, and accounts. Finally, the report includes an analysis of Cadbury's marketing plan.

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of the marketing function.....................................................3
P2. Roles and responsibilities of marketing related to the wider organisational context...........6
TASK 2..........................................................................................................................................11
P3. Ways in which organisations apply the marketing mix to marketing planning process.....11
TASK 3..........................................................................................................................................16
P4. Marketing Plan of CADBURY...........................................................................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing can be defined as a process of satisfying needs and wants of the consumer by
an exchange process. It is extensively used in promoting product awareness and is helpful in
boosting sales of the product. This helps in building company's reputation in the market. The
organisation referred here is CADBURY, established in 1824 is a British multinational
confectionery brand which is operating in more than 50 countries. The company is famous for its
Dairy Milk chocolates, creamy eggs and roses’ selection boxes and many more(Berthon and et.
al., 2012). This report will include the detailed marketing analysis of CADBURY, key roles and
responsibilities of marketing and its relationship with other functional units of the organisation.
Report will also include the ways of applying marketing mix in the marketing planning process
to achieve business goals along with the positive and negative impact that micro environment
have on the business operations.
TASK 1
P1 Key roles and responsibilities of the marketing function
According to AMA, “Marketing can be defined as a process of creating, communicating,
delivering value to its customers and also managing customer relationships in order to benefit the
organisation”. Marketing is only possible when there is need, want and demand in the market
because if need is not there then the customers will not purchase the product and sale will not
happen . Marketing function helps the business in assisting the business in order to improve its
current products in the market and achieve its objectives.
There are various concepts in marketing which is developed to manage the current and
future needs of the consumer. The marketing concepts are:-
 The Production Concept: - According to this concept, managers believe that the
customers are interested in those type of products which are less expensive and easily
available. They have to concentrate on achieving high efficiency in production with low
cost and mass distribution (Day, 2011).
 The Product Concept: - This concept holds that the consumers prefer those type of
product which are of good quality, give good performance and have innovative features.
Here, the main focus of managers is towards making products of best quality and
improving it slowly and slowly.
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 The Selling Concept: - This concept says that the company should make some strategies
for its sales and promotion (De Vries Gensler and Leeflang, 2012). It is totally a business
oriented concept. The main aim here is to sell the product and not to produce what the
market wants.
 The Marketing Concept:- In this, it is described that the company should focus on four
concepts which are target market, customer need, integrated market, profits
 The Societal Marketing Concept: - It describes that the main task of the target market is
to determine the needs, wants and interest of target market and to deliver what they want
and satisfy their needs.
ROLE OF MARKETING
(Source: - Role of marketing, 2017)
Marketing plays a very important role in promoting the business and achieving the
mission of the organisation. It includes all the structures and operations performed by the
marketing department of the organisation along with the marketing process (Grönroos and
Ravald, 2011). The marketing structure of organisation is basically of four types:-
 Perfect competition
 Monopoly
 Monopolistic
 Oligopoly
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Illustration 1: Role of marketing

(Source: - Types of market structure, 2016)
The roles and duties of marketing department changes depends on the type of company.
The role played by marketing department of CADBURY are:-
 Making Strategies: - The senior members of the marketing department is responsible for
making the marketing strategies which should synchronize with the organisational
strategies (Grönroos, 2011).
 Market Research: - This is one of the main responsibility of the marketing department
to do market research so as to know that what type of market opportunities are available
in the market and also for understanding the needs and wants of the customers.
 Product Development: - The marketing department of the company is responsible for
developing new types of products in the market and also improving the old products as
per the demands of the customer. For e.g. Customers demanded that they want Daily
milk with some twist so the company introduced Dairy Milk Marvellous Creations
recently.
 Communication: - The marketing department of CADBURY conducts marketing
campaigns and tries to develop communication between the company and the customers
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Illustration 2: Types of market structure

in order to promote he products produced by the company. It depends upon the budget of
the company that which campaign they will choose like advertising or email marketing or
Radio (Gummesson, 2011). In case of CADBURY, since the company is doing extremely
well in the market therefore it always tries to choose the best method for advertising.
 Sales Support: - If there is synchronization between the sales and the marketing
department of the company, then it will definitely help in increasing the profits of the
company and will further help in increasing the business also (Hair and et. al., 2012).
 Organising Events: - marketing department is also responsible for organising events in
the company like seminars, conferences, exhibitions etc.
(Source: Marketing structure, 2017)
The responsibilities off people who are working in the marketing department are:-
 Marketing Manager – these are the people who are responsible for making and
implementing strategies of the company. In case of CADBURY, marketing managers
will make plans and strategies to reach the customers, promote its products organising
events of company etc.
 Public Relation Manager – These are the people who are responsible for maintaining
relation with the customers in market so that more and more people come to buy the
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Illustration 3: Marketing structure

product. This strong connection with the clients will help the company to achieve success
very easily.
P2. Roles and responsibilities of marketing related to the wider organisational context
The Strategic marketing process of the company is described in three phases:-
Planning Phase:- This is the most important phase of marketing process because here the
company tries to know inner strengths, weakness, opportunities, competitions, technological
changes etc. it has four key components:-
 SWOT analysis: - Here, the company defines its strengths, weakness, opportunities and
threats to the market and tries to analyse its competitors.
 Marketing program: - In this, once the need of the customer is known to the company,
they will the focus on designing the marketing program which focuses on the 4Ps of
marketing.
 Setting marketing goals: - In this, the company has to decide that how will it position
the product in the market and also in the minds of the customer.
 Market product force: - Here the 4p's of the marketing is used to place the product in
the market (Hinz and et. al., 2011).
Implementation Phase: - In this phase, the plan which was prepared in the previous
stage is finally executed using proper resources, planning procedures etc.
Evaluation Phase: - In this phase, it is checked that whether the plan executed is
successful in market or not. If not, then where the flaws are in the plan should be recognized
(Huotari and Hamari, 2012).
The role of marketing in B2B and B2C context can be defined as:-
Source B2B Marketing B2C Marketing
Decision making process Very complex and high risk Easy and low risk
Focus Lead generation and relationship
management
Brand building
Orientation Product oriented Relationship oriented
Method Improve customer acquisitions Marketing plan is to improve
customer plans
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Marketing as a Business Function
Marketing is undoubtedly the most important business function in an organisation since
marketing invites customers and if there will be no customers then there will be no business.
Marketing functions are as important as other important functions of the organisation like R&D,
Operational, sales etc. There are five core marketing functions which needs to be performed in
the market in order to make a business successful (Hinz and et. al., 2011). The cure marketing
functions are:-
 Corporate Marketing
 Strategic Marketing
 Product Marketing
 Field Marketing
 Product Management
(Source: - MARKETING FUNCTIONS, 2012)
The detailed analysis of Marketing function is given below:-
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Illustration 4: MARKETING FUNCTIONS

 Corporate Marketing: - This function deals with the global marketing program initiated
to promote the business of the company internationally. It states the ways used to
increase the standards of the business and the Public relations. It deals in the global
infrastructure and investor relations, corporate communications, advertising etc. (Hair
and et. al., 2012).
 Strategic Marketing: - this functions sets the strategies for product management,
growth, assess competitive advantage, develops and manages programs, manages key
relationships in the organisation.
 Product Marketing:- In this function, the detailed steps regarding the marketing of the
product is discussed and how will the product will be offered in the market and how will
the activities related with the marketing of the product will take off
 Field marketing: - This type of marketing is done outside the office i.e. the salesperson
is sent on field to sell or promote the products in front of the customers. Salesman go
home to homer in order to introduce you to the new product so that no one is left
unknown with the product. Here, the people are shown live demon of the product being
offered to them.
 Product Management: - In this, the details regarding the pricing strategies, Competitive
strategies, market strategies, communication strategies is discussed (Jobber and Ellis-
Chadwick, 2012). This function deals with different functional teams in the organisation
like sales, R&D, finance etc.
9Illustration 5: Functions of marketing

(Source: - Functions of marketing, 2017)
Different roles of business units in an organisation
The different business units in an organisation are:-
 Production Function:- The main activities performed by the production function are:-
▪ managing product quality
▪ control and supervision of production workforce
▪ Production planning and scheduling
▪ Maintenance of plant and equipment
▪ Deciding the production methods and factory layout.
CADBURY is performing this function in order to maintain its quality which is its USP. It also
makes sure that the products which are produced are made under expert guidance and proper
supervision is required so that the health and safety measures are maintained (Huotari and
Hamari, 2012).
 Research and development function: - This function deals with the activities related to
the research done to bring out some changes or improvement in the product. These types
of R&D activities must be closely coordinated along with the organisation's marketing
activities to make sure that the organisation is offering the products to the customers as
per their wants in the most effective and economical way(Day, 2011). CADBURY
performs this function to see that where they have scope of improvement and how they
can make a new product which will be liked by the customers all over the world.
 Purchasing Function: - It performs activities of buying goods and services for the entire
organisation. It includes raw materials, office equipment, manufacturing components.
The factors which are closely connected with this function are:-
▪ Quantity
▪ Quality
▪ Price
▪ Delivery
In this function, CADBURY purchases the resources which are useful in making the
products of the company. It can be anything like the Coco powder or sugar, milk etc. After
assessing it, the products are prepared and then its price is also decided in the same function.
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 Human Resource Function: - This functions deals with the human resources which are
currently working in the organisations and the ones who will be recruited by the
company. The main activities performed here are:-
▪ Recruitment and Selection
▪ Training and Development
▪ Employee relationship
▪ Health and safety measures
Here, CADBURY appoints the workforce which will help the company in performing
different activities in the organisation and takes wages in return. Here, the workers are given
training about how to perform work inside the organisation and what all skills is required to do
the job.
 Accounts and Finance Function: - This function performs activities like financial
record keeping, preparing financial keeping, preparing management accounting and its
analysis (Kaplan and Haenlein, 2011). Here, CADBURY'S accounts and finance
department performs this function of preparing the financial statements of the company
describing how much profit is being earned by the company and in which country they
need to do more sales.
In context with CADBURY, the company performs all these functions in order to grow in
the market and is trying to diversify in the market by introducing new products very often(De
Vries, Gensler and Leeflang,2012). The interrelationship of functions of business unit with
marketing can be described as:-
1. Marketing and Finance – Finance department is responsible for taking various
important decision like where to invest and how to invest . They are required to maintain
all the financial information of their products. Marketing department helps them in
getting all these important information.
2. Marketing and Human Resources – Marketing department of the company is
responsible for managing the image of the company in market. If company will have a
good brand image then more and more people will want to work in such company and
Cadbury will be able to get good Human resources for the company.
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3. Marketing and Customers Services – Customers service department of CADBURY is
responsible for solving the issues that are arise by the customers after using the product.
So , marketing department helps them by bringing these issues to them .
4. Marketing and Research and Development – Research and development department of
company is responsible for generating new ideas and products for the company.
Marketing department helps them in knowing what are the choices of the customers and
so that R&D department will produce same kind of products.
Functions Marketing
Production function Marketing helps these departments in estimating the no. and type
of product and services to be produced. The marketing strategies
are also helpful in increasing the demands of products in the
market which will be help the production department to produce
more (Kim and Ko, 2012).
Finance Function When a marketing plan is made, it includes financial information
of both new and existing products of the company. These plans
help the company taking the investment decision. These financial
inputs provided by marketing is very helpful for company.
R&D Function Marketing helps R&D in providing new ideas for producing new
products and helping them in implementation also. Marketing
researches also helps the R&D department in getting idea about
what kind of product is liked by the consumers in the market.
Sales Function Through sales, company makes relationship with the customers
and then marketing helps them in maintaining this by providing
various inputs.
TASK 2
P3. Ways in which organisations apply the marketing mix to marketing planning process
Marketing planning process can be defines as a strategic process of the organisation
which is organised to plan the activities which will be performed by company in the long run
(Berthon and et. al., 2012). The marketing planning process looks like:-
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