Cadbury Marketing: Plan, Mix, and Interdepartmental Relationships

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing an introduction to marketing concepts, current and future trends, and an overview of various marketing processes. It explores the roles and responsibilities of the marketing function within the organization, examining its interrelationships with other departments, such as human resources and finance. The report critically evaluates the value and role of marketing in the context of Cadbury, concluding with the significance of effective interdepartmental relationships. Section 2 focuses on the marketing mix of Cadbury and its comparison with Nestle, developing and evaluating a basic marketing plan. The report covers product, price, place, and promotion, and concludes with the significance of effective interdepartmental relationships. The assignment also includes an in-depth comparison between Cadbury and Nestle's marketing mixes.

MARKETING
ESSENTIAL

INTRODUCTION...........................................................................................................................1
SECTION 1.....................................................................................................................................1
1. Introduction to the concept of marketing, including current and future trends.......................1
2. Overview of different marketing processes.............................................................................2
3. Roles and responsibilities of marketing function in context with organisation.......................2
4. How marketing influences and interrelates with other departments of organisation..............3
5. Critically analyse and evaluate the value and role of marketing in context with organisation
.....................................................................................................................................................4
6. Conclude the significance of having effective interrelationship between different functional
departments..................................................................................................................................4
SECTION 2.....................................................................................................................................4
1. Marketing Mix of Cadbury and Nestle....................................................................................4
2. Develop and evaluate a basic marketing plan..........................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as a process in which buying and selling of goods are taken place.
It is a very crucial activity which is necessary to be conducted inside every organisation. The
main activities which are included in this department are like production, promoting,
communicating and delivering the goods and services to its customers as they demand. Also, it is
necessary for the company to have an effective marketing team so that their marketing activities
are conducted in an effective manner. The company which will be covered in this assignment is
Cadbury. It is a confectionery brand which is operating since 1824 by John Cadbury. It is mainly
producing chocolates which are famous all over world. In this report, roles and responsibilities of
marketing department, its interrelationship with other departments of the company, the
marketing mix of Cadbury compared with Nestle and a basic marketing plan will be prepared.
SECTION 1
1. Introduction to the concept of marketing, including current and future trends
According to AMA, “Marketing can be defined as process of creating, communicating,
delivering value to its customer and also managing customer's relationship in order to give
benefit to organisation”. It is also said that an ultimate goal for every company is to earn more
and more profits and achieve its goals and objectives but for making this possible they need to
make sure that their marketing activities are being conducted in an effective manner or not. By
doing marketing, they will be able to understand and study the market in a proper manner which
will be helpful for them in promoting and selling their goods and services. Cadbury is also
having an effective marketing team with the help of which they are doing a good business all
over the world.
Concept of Marketing – This defines that the company should understand the needs and
demands of the customers before producing goods and services as this will help them in selling
these products easily as they will already know their target market. There are various types of
marketing concepts which needs to be implemented by the companies like production concept,
sales concept, societal concept etc. Cadbury is also implementing all of these so asto smoothly
running all their operations.
Trends in marketing – The various kinds of trends which are going on are:
Current trends – The current trends in chocolate industry is related to mixing chocolates
with biscuits like Dairy Milk Oreo.
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Future Trends – The future trends in marketing for Cadbury is related to making
chocolate in various kinds of different flavours and designs as well.
2. Overview of different marketing processes
The various kinds of marketing process which can be followed by Cadbury are as follows:-
 Mission – The company is dedicated to making creative and high quality products. This
helps the company in selling their goods and services in a proper manner.
 Situational analysis – The competitive advantage of company is attached to its
commitment made to understand the needs and demands of the customers, focussing on
improving the products they are producing and improving the work culture of the
company as well.
 Marketing Strategy - Cadbury generally brings various kinds of innovations in its
product and this strategy has helped them in gaining a large market share as well. Their
customers are loyal and they do not shift to other brands normally. Like Only Cadbury
brings chocolates like Dairymilk Silk, Silk Oreo etc.
 Marketing mix - Since Cadbury is offering various kinds of products thus they need to
focus on keeping the prices of their products accordingly as they have many competitors
in the market. They cover all the elements of marketing mix like Product, price, place and
promotion.
 Implementation and control – In this, it can be said that each of the product of the
brand is unique and goes with the trend and thus they are having loyal customer base as
well which is helping them in growing in market.
So, this was just an overview of the marketing process which is followed in Cadbury for a
longer period of time and it has ensured its success as well.
3. Roles and responsibilities of marketing function in context with organisation
Marketing department is considered as a very crucial department in any organisation
because if it would not be present then the activities of the companies will not be conducted in a
proper manner and it will have an impact on the working of the company. The roles and
responsibilities of marketing functions are as follows:-
Marketing Information System (MIS) – It is considered as the responsibility of the company’s
marketing managers to know about the needs and demands of the customers so that they can
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develop similar kinds of products for them. So, in order to do this, they are taking help of MIS. It
helps them in collecting all the information required by the company related to customers.
Marketing Planning - In order to accomplish objectives and goals of the association in a
compelling way, CADBURY should set up a promoting plan which should be set up by
marketing team and afterward executed in the whole association. It is typically being prepared
when an organization is getting ready to dispatch its new item in new market. For ex - Cadbury
has launched one of its product named as Nutties. But the customers think that the quantity is
very less as compared to its price.
Financing – This is also considered as one of the most important functions which is conducted
in order to conduct the processes in an effective manner. Through good finance, the company is
able to buy basic materials for producing their goods and services. Marketing team helps the
company in arranging funds from the market as well.
Promotion – This is considered as a part of marketing because by using it, the products and
services are promoted in the market. Marketing team helps in this process and thus through it, the
products reaches the minds of the customers. This helps in improving their brand image in the
market as well.
Selling – This function is connected with marketing in every manner because if the marketing
team will not do their part of work in a proper manner then the selling process will get highly
affected as the customers will not get to know about the products and thus sales will not happen.
4. How marketing influences and interrelates with other departments of organisation
The interrelationships of marketing with other departments are mentioned below:-
Human resource management and marketing – Both these departments is considered
as important for the company and they are connected with each other as well like the marketing
team helps the HR team in finding the good candidates for the profile and also in spreading the
advertisement about the job as well. Also, HR team helps the marketing team in appointing
highly skilled marketing managers who handles the work in a proper manner.
Finance and marketing – The finance department helps all the other departments by
providing them funds for carrying out their activities. The marketing team helps finance team by
providing them knowldged about the market situation which helps them in guessing that whether
inflation is coming or deflation. Finance department also prepared budget for marketing
department for doing their activities effectively
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Research-and-development and Marketing - Since each organization needs that their
item ought to be best in the market and for this they have to present changes according to the
patterns that are going on in the market. In this way, for doing this research, marketing
department takes help of R&D team for doing work like developments and advancements in the
product. They are given the duty to break down the market and afterward make the items like the
requirements and wants of the clients.
Customer Service and Marketing – This department is not directly connected with
marketing but indirectly. Like this department helps the marketing team by telling them about
the products and services being demanded by the customers. This helps the marketing team to
produce similar kind of products and services.
5. Critically analyse and evaluate the value and role of marketing in context with organisation
According to , It can be said that marketing department is very crucial for the company as
with the help of them only they are able to conduct all the activities in a proper manner.
Marketing department helps in functioning all the other departments in completing their work on
time and as per the instructions. The main role of marketing department in Cadbury is to arrange
the activities of company and making sure that all their work is being done as per said
instructions or not. Both i.e. value and role is crucial for the company in context with marketing
department.
6. Conclude the significance of having effective interrelationship between different functional
departments
Various departments have different functions in the organization. Marketing manager
evaluates the functioning of each department and hence delegates the responsibility to all the
sections in the firm. This results in effective and efficient functioning of the company. It helps in
creating a good organization structure in firm. Through this all departments can perform better
and thus achieve the objectives and targets. . Firm can likewise build the piece of the overall
industry and it brings about extension and development of the firm. This helps in keeping up
great picture in the minds of customers and in the marketplace as well.
SECTION 2
1. Marketing Mix of Cadbury and Nestle
It is a major target for every organisation to sustain in the market for longer run and in
order to complete its goals and objectives they need to understand the market and its competitors
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in a proper manner. This will help them in accomplishing their target effectively. Marketing mi
is considered as a foundation model of marketing which helps in facilitating an option which can
be adopted by the companies to pursue at market for longer time (Baker and et. al., 2016).
Through marketing mix, companies are able to expand themselves in the market by promoting
their brands and products in market.
In this section, Cadbury will be compared with one of its competitors named Nestle. This
company is working in the same sector as is considered as one of the major competitor of
company as well. By using marketing mix process, the organisations are able to able to
understand the main elements like product, price, place and promotions and of their competitors
as well. The comparison between Nestle and Cadbury is mentioned below:-
Basis Meaning Cadbury NESTLE
Product A product can be
described as an item
which is normally
offered by the
company to its
customers so as to
satisfy their needs and
demands. This is
prepared after
understanding the
market properly so
that there is no issue in
selling.
Dairy Milk, 5 star,
Perk, Temptation
Kit Kat, Munch, Milky
bar, Polo power Mint
Price Price can be described
as a payment amount
or consideration which
is given by one party
to another or can be
said that what
The prices of Cadbury
products starts from
low to high as it serves
their products in all
ranges so that every
type of customer can
Same situation is with
Nestle company as
well because their
pricing strategy is also
similar to that of
Cadbury because the
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customers pays for
buying the product or
availing the services is
considered as price. It
can generally be
ascertained as the
vau=lue fo which the
products is sold by the
company in the
market.
buy them. Like
Cadbury Dairy Milk
comes in 10/-Rs pack
as well and 200/- Rs
pack as well. The
technique is named as
Market penetration
(Bastable, 2016).
price range of their
products is also similar
like its products also
comes from cheap
rates to high rates.
Place This is considered as
that factor of
marketing mix which
describes that where
the product or service
provided by the
company will be sold.
It describes the
location where the
products and services
will be kept for
selling. Normally
these locations are
near to big cities
where the transport is
nearly possible.
The products of
Cadbury is normally
available at each and
every shop. Be it a
small manufacturer or
a big shopping mall.
This is because they
had an aim that their
products should reach
to each and every
customer and thus
their products are
being sold on every
retail stores.
It is normally said that
the products of Nestle
are not available in an
easy manner. They are
available in market but
not an every retail
store. Their
manufacturing units
are also not near big
cities.
Promotion This is also one of the
most important parts
of marketing mix as in
this, it is determined
Cadbury is using good
techniques for
promoting their
products and services
Nestle is also using
some of its creative
techniques for
promoting its goods
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that how the products
and services will be
promoted in the
market (Berkowitz,
2016). It includes
various kinds of
factors which are
involved in this like
advertisement, radio
etc.
like they are providing
exiting offers on the
products to its
customers. This helps
them in promoting
their goods and
services to its
customers.
and services. They
make various creative
ads,, campaigns
through which they are
able to attract no. of
customers towards
their products.
People It consists of those
people who are
somehow linked with
the company like
employees. Customers
etc. It is very much
essential for an
organisation to have
good tuning with these
people so that their
activities are
conducted in a proper
manner.
The respective
company is providing
effective training and
development facilities
to its employees so
that they are able to
work in a proper
manner. This will help
the company in
achieving their targets
in a proper manner.
For customers, it is
necessary to study the
market so that their
needs are identified
(Brychkov and et. al.,
2017).
Nestle people are
already trained but if
compared to Cadbury,
they need to provide
little more training to
their employees
regarding
understanding the
market so that they can
their products in the
market at more places.
Process It is very necessary for
the companies to
select correct process
The process followed
by Cadbury for
producing their goods
Nestle’s processes are
relatively low as
compared to other
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for their working so
that the activities are
conducted in a proper
manner and they are
able to achieve the
goals effectively.
and services is very
good and thus their
staffs is also very good
who supports them in
achieving their targets.
processes of their
competitors because
their profit margins are
low.
Physical evidence It means that if a
company is producing
any kind of tangible
product then it
exemplifies that the
company is having
physical evidence.
Cadbury doesn’t have
their separate stores
but their products are
being sold on constant
basis through other
shops so their physical
evidence is clearly
evident.
NESTLE also have a
physical presence
about their products
but it is relatively less
in nature as compared
to Cadbury.
2. Develop and evaluate a basic marketing plan
Marketing plan can be described as the plan which is prepared by the company for
producing their goods and services and also for promoting them in the market (Cabrera and
Williams, 2014). The factors which are included in this are like strategies of a business,
objectives, mission and vision of a company. It also showcases the budget which needs to be
prepared for completing all the activities in a proper manner. The marketing plan prepared for
Cadbury is as follows :-
Vision of Cadbury: “Working together to create brand people love”.
This statement says that the whole management of the company should work as a team so that
they can create these kinds of products and services which will be loved by the customers.
Mission of Cadbury: “Cadbury means a quality; this is our promise. Our reputation is built
upon quality; our commitment to continuous improvement will ensure our promise”.
This statement says that the company Cadbury is a type of company whose products guarantee
quality and they have kept it as well. They believe that the reputation of any company is
dependent upon its quality only and thus they are continuously trying to improve it.
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Objective of Cadbury: These are the blue-prints which are prepared by the company for
accomplishing its main target. The objective of Cadbury company is :
To develop the profit margin of the company by 25% by developing a new product called
Cadbury caramel biscuits till next year.
Situational analysis: It is essential for business to evaluate all internal situation of a business
through which they become able to prepare such kind of strategies which are helpful for business
(Griffitts, 2016). Basic evaluation of Cadbury gets done through SWOT analysis which enables
management to take appropriate decision (SWOT analysis of Cadbury, 2017):
Strength Weakness Opportunities Threats
Cadbury is considered
as a world leader in its
segment as they are
having their presence
in more than 200
countries
It is said that their
product distribution in
rural areas is low as in
India itself they are not
as much famous as
they are in urban
areas.
Their weakness can be
used as an opportunity
very well. So, Cadbury
has an opportunity to
develop their market
share by improving
their strategies and
rule in rural market.
The company has high
distribution cost since
they are sending their
goods and services
using road transport so
fuel charges are added
in their cost of
production.
The products of the
company have more
power and reach than
any of its competitors.
The image of the
company is at risk
many times when
some kinds of cases
happen like finding
cockroaches in
chocolates.
Cadbury can work on
developing its various
kinds of products
which did not run
effectively in the
market.
Now-r-days, people
are health consicious
so they avoid eating
chocolates so it is a
threat for the
company.
Tactics :- In order to determine the tactics for promoting the products and services in market,
STP model is required to be used. It is described as follows :-
 Segmentation – The geographical segmentation of the company will be rural areas,
urban areas and semi urban areas as well. Its Psychographic segmentation will be based
on its size i.e. the size of the product will be small biscuits.
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 Targeting – The target market for these kinds of products will be age between 8-40. This
will nearly cover 3 age groups.
 Positioning - Its positioning can be done like “Whenever in stress, eat the Cadbury
caramel biscuit as its unique taste drives your stress away”
Marketing Budget: This is prepared for knowing that how much amount will be invested in
completing the activities which are planned by the marketing manager (Hoeffler, Herzenstein
and Ginzburg, 2015). The budget prepared for this plan is as follows:-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 45000 14600 16200 23000 17000
Investment 22500 15000 18000 16400
Total 45000 37100 31200 41000 33400
Marketing
expenditures
Advertisement 10600 8000 7200 8000 7200
Sales promotion 3000 3000 5000 4000 7500
Direct marketing 6000 7000 4000 5000 3000
Total 19600 18000 16200 17000 17700
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