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.
3

 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
4
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
5
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
6
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:-
8
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.
10

 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:-
12

(Source: - Marketing planning process, 2014)
Marketing mix is one of the strategic tool of marketing process. It is a set of marketing
tool which helps the companies in achieving its marketing objectives. It work is just to put the
right product at right time in right place (Day, 2011). As it is already known that the marketing
mix was earlier associated with four broad level marketing decisions i.e. 4P's of marketing which
is Product, Price and Place as well as Promotion (De Vries Gensler and Leeflang, 2012). But in
service marketing, an extended version of service marketing is used which has 7P's of marketing.
13
Illustration 6: Marketing planning process
Illustration 7: Elements of marketing mix

(Source: - Elements of marketing mix, 2017)
The 4P's marketing mix can be describes as:-
1. Product: - Company must choose a right type of product for production i.e. which is demand
in the market. They must do extensive research about the product before creating it. The
companies must follow the product life cycle and therefore before their product reaches the
declining phase they must start reinventing their product so that they can re-launch it with more
good features (Grönroos and Ravald, 2011). The diagrammatic representation of Product life
cycle of CADBURY is:-
(Source: - Product life cycle of CADBURY, 2017)
2. Price: - It is very important element of marketing plan as it shows the profit and growth of the
company. Whenever the price of the product is adjusted is has a huge impact on the sales and
demand of the product6s in the market. Pricing always create an image about the product in the
customer mind. If the price of the product is less, it is automatically assumed that the product is
of inferior quality and vice-versa.
3. Place: - Place is a very important element in the marketing mix tools because it defines the
place from where the goods will be placed and distributed in the market. Finding a correct place
which is easily accessible to the customers is not an easy task (Grönroos, 2011). While making
the distribution strategy the company must see that where do the customers generally go to
14
Illustration 8: Product life cycle of CADBURY

purchase their products and hoe is our distribution strategy different from other competitors
(Gummesson,2011).
(Source: - Distribution channel of CADBURY, 2017)
 Promotion: - It helps in boosting the brand recognition and sales in the market. It has
various elements like sales promotion, advertising, public relations etc. It helps in fixing
the brand in the market and also in the minds of the customers. Promotions of the
products are also done when the products gets defamed in the market and to clear the
image promotions are required
 People: - Extensive research is done to by the company to check that whether there are
enough people in our target market or not. The employees of the company are also very
important because they are the ones who produce the products and delivers it in the
market.
 Physical Evidence: - It means making a place in the market and also in the minds of the
consumer. It also means how a business is perceived in the market. For e. g. Whenever a
person wants to buy shoes, the options which immediately comes in the minds of the
15
Illustration 9: Distribution channel of CADBURY

customers are like Adidas, Puma, Nike and when a person has to eat a pizza, the options
they think of are either Domino's or Pizza Hut. This means these are the brands which are
physically available in the market also and psychologically and the minds of the
consumers also(Grönroos, and Ravald, 2011).
 Process: - While designing the process and system of the organisation, it should be taken
care that the system should help in minimizing the cost of production and is successful in
increasing the efficiency of the organization (Hinz and et. al., 2011).
(Source: - Process analysis of CADBURY, 2017)
Marketing mix Cadbury Nestle
Product Talking about CADBURY, the
company takes care that the
products which they are
Nestle have categorised their
products into 4 major types
mainly beverages, milk
16
Illustration 10: Process analysis of CADBURY

producing is of good quality
and made of real chocolate.
They see that what kind of raw
materials are being utilized to
make and then product and
whether the product is growing
in the market or nor.
products, ready-made cooking
products like Maggie ,
chocolates etc. They are
having their products in the top
selling brands in the market.
They are providing good
quality of products as well as
good varieties are also
available. Along with this the
prices is also low. Both these
organisations cater the same
segment and supply similar
products.
Price In case of CADBURY, they
know that they have huge
competition in the market and
therefore they put reasonable
prices of the products so that
the customers don't go for
another products leaving them.
The sales of the products only
decide that how much profit
they have earned in the
market.
The prices of the product of
Nestle have an implemented
competitive pricing. The prices
of their products moderate so
that everyone can afford it.
Whenever they launch a new
product ,they use market
penetration pricing strategies
so that they are able to attract
large no. of customers.
Place In CADBURY, all the
products after being produced
in the factory, they go for
quality check in the
stockroom and after this only
the products are sent to shops
Nestle uses various effective
and efficient distribution mixes
and supply chain so as to make
the products available to the
customers with then help of
warehouses and distribution
17

for selling. Since CADBURY
supplies chocolates to more
than 200 countries, therefore
they have a huge distribution
channel.
centres, fair priced shops,
wholesalers, retailers etc. Both
the organisation compete in
international markets and
applies various.
Promotion For CADBURY, the
promotions are required in
order to reach the potential
customers or the existing
customers. Through this they
encourage people or
recommend them to consume
products of their company.
Nestle is using various
promotional strategies so as to
promote their products in the
market. They used outdoor
campaigns, billboards, shop
boards, brand umbrellas, wall
paintings etc. they are using
personal selling also so that the
customers recognise the
products in the market.
People CADBURY also treats its
employees very well as they
believe that because of these
employees only the company
is growing so much (Hair and
et. al., 2012). They follow a
proper system of recruiting
and selecting the employees
and then training them as per
the needs of the customer.
People are the most crucial
components as both the
organisation gives special
consideration of employees
working with the organisation.
Process CADBURY follows a system
where they have a proper
process which is being
followed by the employees to
make the product and then
It defines a manner in which
activities are carried out.
Nestle carries a similar to that
of Cadbury. However there
lies in the packaging and
18

reach it to the customers. distribution of packaging and
taste of products of the
company.
Physical evidence CADBURY is also
successful in creating its
physical evidence as well as its
psychological presence in the
minds of the customers
because a child interprets
chocolates means CADBURY.
They don't know any other
brand. CADBURY dairy milk
is the biggest example because
CADBURY chocolates are
used in every occasions or
festivals in every part of the
world.
Nestle have been doing
the competitive efforts to
ensure that their physical
evidence matches with that of
Cadbury.
TASK 3
P4. Marketing Plan of CADBURY
A marketing plan can be defined as a written document which consists of all the activities
that will be carried out in the company and their implementation also (Huotari and Hamari,
2012). It specifies that who will be performing which activity and how much time will be
required to perform such activities. Since marketing planning provides a systematic way of
implementing then marketing strategies, so it is considered as a very important activity in the
company. Importance of marketing planning are:-
 It helps in avoiding future uncertainties
 Helps in controlling the organisation
 It provides help in communicating and coordination among the departments.
 It helps in satisfying the customers (Jobber and Ellis-Chadwick, 2012).
19

The Value of a marketing plan in an organisation is very much because nothing happens
properly in an organisation if a good marketing plan is not made by them.
Link between Marketing plan, Marketing Objective and Marketing strategies are:-
Marketing Strategy Marketing Objective Marketing Plan
It tells the company how to
achieve the objective
It specifies that what the
company has to achieve in a
specific time frame.
It designs the time frame within
which the activity is to be
completed.
It helps in introduction to new
segment of the market
It helps in letting know the way
to enter the market segment
It shows the application of the
strategy that will guide from
one place to another.
1. Marketing Plan Of CADBURY
2. STEP 1:- Executive Summary
3. This summary aims at introducing CADBURY'S white fruit n nut chocolate in the
Indian market. CADBURY supplies chocolates in more than 200 countries and has
covered almost 70% of Indian market. The main objective of this marketing plan is to
successfully introduce the marketing plan in India. The main target of this marketing
plan will be Females and children. It is expected by the company that within 3 years
they will be able to cover 40% of the Indian female market of chocolates. This
marketing plan will use no. of marketing strategies and extensive research will be
been done before entering the Indian market (Kaplan and Haenlein, 2011).
1. STEP 2:- Situation Analysis
1. The SWOT Analysis of CADBURY is given below:-
STRENGTHS WEAKNESS
 Maintains stable growth of the company
 With its good market position it can
easily beat other competitors
 Target market is big since more than
50% of the population in India is
women (Kim and Ko, 2012).
 Due to weak marketing structure, the
company may not be able to fulfil the
demands of the customer.
 Since the target market is big therefore it
may be possible that company may outdo
20

the demands of market.
 Talking nonsense about other brands in
offer to promote our brand may create a
negative image in the market.
OPPORTUNITY THREATS
 The target market chosen by the
company is less competitive so
launching a new product is not a
difficult task.
 Company can launch the products
through different means of
communication like live shows, TV,
events etc.
 New products entering the market is a
threat for the company.
 Changes in consumer's buying trends is a
threat so company should always do
research.
2.
3. STEP 3:-Industry Analysis
4. Under industry analysis, both micro and macro environment analysis is
included(Grönroos, 2011). The micro environment analysis includes porter's five
force model which says:-
1. Market concentration and competition
2. Barriers to Entry
3. Supplier power
4. Buyer power
5. Threats of substitutes
The macro environment analysis includes the analysis of following environment:-
 Political
 Economic
 Social
 Technological
 Legal
STEP 4:- Objectives
21

The success of this product will depend upon its brand image in the market. If the image
of the company is good in the market then customers will adopt the product easily without any
doubt. The company will try to do different activities in order to be distinct from others like
trying different packaging, giving discounts, etc. (Kotler, 2011).
Business objectives- Under it the firm can set some SMART objectives like:
 To make increment in the sales of the firm by 20% within 2 yeas.
 Maximizing the market share of the firm by manufacturing innovative products within
1.5 years.
Mission- The mission statement of the company is to offer quality products to its customers so
that they can fulfil their needs and demands.
Vision- The Vision of Cadbury is to maintain the trust of its target audiences and a peaceful,
equitable society by producing products according to their desires.
STEP 5:- Marketing Strategies
The company will use different marketing strategies to make their place in the market. Few of
the strategies that can be used are:-
 E-commerce Marketing
 Advertising
 Traditional Media
STP- Cadbury divided the market into different group of customers on the basis of different
segmentation like demographic, geographic and others. They targeted a group of customers who
share a similar set of needs and demands while segmenting the consumer markets. The
management of the company target all group people like lower, middle and upper class people.
The management of the company position of its product not only in the minds of consumers but
also in the market. To make position in the market they use different kind of promotions like
advertisement, celebrity endorsements etc.
Tactics- It basically refer to those strategies and plans which are used by the management if the
company to resolve short time issues and problems. In Cadbury, the management of the company
can use various tactics like innovation, promotion and packaging etc. These all are effective and
essential for the solving temporary issues and make development in the growth of the firm.
22

Actions- This step of this marketing plan consist various plans, polices and actions which are
appropriate for achieving the aims and objectives of the company. Under this the management of
they firm allocated the responsibilities and duties according to the skills and capabilities of
employees so that they can make their contribution in attaining the vision and mission of the
organisation.
Control- This is the step which is effective fro controlling the actions of Cadbury. In this step
the management of the company getting feedbacks to its target audiences so that they can have
information about their needs and offer commodities as per requirement. Apart form this they
can make control on unnecessary actions and activities.
CONCLUSION
This report includes the basics of marketing and its nature, the development of the
marketing concept and structures and operations of marketing department. The process of
marketing, role of marketing in B2B and B2C context. It also analyses marketing as a business
function and its interrelationship with other functions of organisation (Gummesson, 2011). Also,
detailed analysis of marketing mix and a steps to make a marketing plan is included in this
report. It also includes the analysis of marketing function which is carried on by CADBURY in
their organisation and the strategies used by CADBURY is also discussed in this report.
23

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