Marketing Essentials: Cadbury's Marketing Role, Mix & Marketing Plan

This report provides an analysis of Cadbury's marketing essentials, detailing the role of marketing and its interrelation with other functional units within the firm. It explores how Cadbury utilizes the elements of the marketing mix to achieve its overall business objectives, including product strategies, pricing approaches, promotional activities, and distribution channels. The report further develops a basic marketing plan for Cadbury, outlining future courses of action and strategic considerations for maintaining and expanding its market presence. It also touches upon the importance of marketing in creating product awareness and adapting to changes in the external environment, emphasizing the role of key elements such as product, place, price, and promotion. The document is available on Desklib, a platform offering a wide array of study tools and solved assignments for students.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role of marketing and its interrelation with other functional units of firm......................3
P2 Interrelation of marketing with different functional units.................................................4
TASK 2............................................................................................................................................6
P3 Elements of marketing mix to attain overall business objectives.....................................6
TASK 3............................................................................................................................................9
P4 Development of basic marketing plan...............................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the study and administration of exchange relationship & is used to
develop consumer base as well as retain and satisfy them. It involves all such activities of firm
that are associated with selling & buying of good or service (Functions of marketing, 2017).
Marketing is the management process by which products and processes are moving from concept
to consumer. In the present assignment, chosen organisation is Cadbury which is a renowned
British multinational confectionery firm that offers various products to its potential customers.
The report covers role of marketing and its interlink with other functional units of enterprise.
Apart from this, it includes the way in which company use elements of marketing mix to attain
its overall objectives. At last, a basic marketing plan is developed and evaluated that administers
direction for future course of actions.
TASK 1
To: Marketing Manager Cadbury
From: Assistant Marketing Manager, Cadbury
Subject: Key roles & responsibilities of Marketing Department
Date: 14.06.2018
P1 Different functions of marketing
Marketing is identified as the function which involves various activities and actions of
promoting & selling goods. It consist of advertising as well as market research that assists in
communicating and delivering value for customers. The concept of marketing is utilized by firms
to maintain and retain large consumer base by satisfying their needs. In Cadbury, several roles
and responsibilities are played by marketing manager which assists firm in communicating value
& benefits of their goods to customers and satisfying them by their offerings (Baker and et. al.,
2016). Roles and responsibilities of marketing department in Cadbury are defined below:
Selling: Under this role, firm collect all data and analyse it by using various tools in order
to develop effective strategies. Execution of such formulated strategies assists in maximizing its
sales and attaining objectives and goals of company. With the aim of boosting up their sales,
manager of Cadbury design proper sales plan. Some distribution tools are also evaluated in order
to ensure availability of goods to target audience on time. This function is performed to sell
products in market and cover overall production cost. Selling function of marketing has to
responsibility to generate higher sales of Cadbury, thus firm attain high profit ratios. A proper

plan related to sales of product is developed by sales manager of company in which sales targets
and objectives are included. This plan helps in attaining goals and objectives in successful
manner.
Responsibilities: Selling department of Cadbury has the responsibility to estimate sales
target of company and attain these by implementing proper plans and strategies. For boosting
sales, a proper sales plan is developed by this department.
Financing: For running operations in effective and smooth manner, it is very essential
that firm have adequate funds. Proper availability of finance assists in performing day to day
operations smoothly. An effective marketing plan can be developed by manger of Cadbury if
funds are available in adequate amount. It encourages in doing marketing exercises in
appropriate way. Directors of Cadbury organize reserves from different sources and guarantees
that satisfactory assets are kept up inside firm so every one of the exercises are doing in suitable
path and on ideal time. It helps in creating successful advertising designs and methodologies for
advancing item (Berkowitz, 2016). This function of marketing plays crucial role in attaining
goals and objectives of marketing department. Finance department assign funds to marketing
department for carrying out its operations in an effective manner.
Responsibilities: The main responsibility of financing function is to develop effective
budgets and assign funds to department so that all the activities related to marketing of product
can be carried out successfully. Availability of adequate amount of funds ensures proper
functioning of department and accomplishment of goals and objectives of company.
Pricing: It is one of the fundamental segment on which offers of merchandise depend.
Associations charge some sum thus of giving merchandise to buyers. They set powerful costs of
items keeping in mind the end goal to pick up consideration of expansive gathering of clients. In
Cadbury, directors break down contenders evaluating technique and afterwards set costs of item
in like manner. It helps them in creating more deals and also benefits and drawing in substantial
gathering of clients. They guarantee to set right costs of item so more items can be sold in
showcase. In pricing function of marketing, Cadbury sets price of products which helps in
attaining high competitive advantage in market.
Responsibility: This is one of the crucial function which has the responsibility to set
prices of products in such a manner that firm enable to attain high sales and profit ratios in

market. Prices are set for products by keeping in mind the prices of its competitor's products.
Appropriate pricing strategy is employed by firm for attaining huge sales.
Promotion: It is one of the major and huge capacity of advertising which helps with
empowering offers of organization's items. Different limited time instruments are utilized by
firms keeping in mind the end goal to impart esteem and advantages of items to clients and make
them mindful about it. Individual offering, open connection, notice, deals advancement and so on
are some limited time apparatuses that are utilized by head of Cadbury with a specific end goal
to adequately advance its items in commercial centre. It encourages organization in creating
more request of item by urging clients to get it.
Responsibility: Responsibility of promotion function of marketing includes promoting
products of Cadbury in market and communicate its values and benefits to customers in an
effective way by using various communication tools. Promotion function highly contributes in
growth and success of company as if product is promoted in effective way in market, it assists in
attracting more number of customers. So, it is the responsibility of marketing function to ensure
that product is promoted in such a way that it creates a place in hearts of customers. For instance:
Cadbury promote its product by using tag line “Kuch meetha ho jaaye”. This assists company in
attracting more number of customers.
Key elements of marketing function
Marketing department is important for creating awareness about product and services
among society. According to change in external environment it is responsibility of marketing
department to changes its marketing techniques. Key elements of marketing functions can be
understood with the help of 4P's of marketing. Product, place, price and promotion helps to
perform marketing functions in appropriate way and make changes in operations as per
competitors policies. Hence it is responsibility of marketing manager of Cadbury to analyse
market and then take actions.
P2 Interrelation of marketing with different functional units
Marketing is one of an essential divisions of firm which exceedingly contributes in its
success and growth. This is the capacity by which firm can without much of a stretch lift up its
deals and achieve set targets and objectives in powerful way (Brassington and Pettitt, 2013).
Interrelation of various departments with marketing are defined below:
Marketing and operations division:

Operations department deals with procedure of assembling of items and administrations.
Amazing products are delivered by making ideal use of assets in financially savvy way.
Exercises of activities division are profoundly interrelated with advertising capacity. Promoting
supervisors dissect showcase patterns and assemble data with respect to inclinations and
requirements of clients. This gathered data is given to activities division by Marketing
supervisor with the goal that merchandise can be produced by that and requirements of clients
can be fulfilled in better way. This information helps activities administrator of Cadbury in
settling on viable choices with respect to creation process (Brooks and Simkin, 2012).
Human resource management and Marketing :
` The division of human resource administration is deals with procuring and selection of
people who are proficient to achieve objectives and focuses of organization. For this, they needs
to influence legitimate ad of empty employment to position of organization. In this, promoting
division assumes urgent part. They make successful ad with respect to empty employment
position of firm so individuals who look for occupation can know about it. With the assistance of
Marketing division, human asset department discuss to point of view applicants about
employment position so they empower of take care of utilization keeping in mind the end goal to
land that position.
Finance and Marketing department:
Keeping in mind the end goal to run everyday activities of business effectively, fund is
required. Without satisfactory back, no exercises can keep running in fitting way. It is the
division which designates spending plan and allocated assets to different departments. Exercises
of promoting requires high measure of assets in this way, it is essential that firm ought to have
satisfactory fund. In Cadbury, coordination amongst Marketing and fund department helps with
completing all the limited time exercises in appropriate way (Caragher, 2016). Back and
Marketing department are interrelated with each different as exercises of one department can not
be done without other.
Sales and advertising department:
Exercises of advertising and deals department are interrelated with each other. To
empower offers of merchandise and enterprises of organization, promoting director utilize
different specialized apparatuses and strategies which helps with urging clients to purchase
items. It helps with conveying about advantages of items to clients. Successful Marketing helps

in cooperating with clients and keeping up great relations with them. This at last expands offers
of organization and accomplishing focuses of firm. It additionally guarantees maintainability of
firm in showcase for long haul.
Information technology & Marketing department:
IT department deals with a few programming and advancements utilized by firm to store
every one of the informations with respect to items, clients, deals exercises and so forth. This
helps with accomplishing business focuses of organization (Desai, 2013). Innovation renders a
chance to association to collaborate with buyers and accumulate all informations related with
them. Utilization of top of the line innovation in exercises of business helps with enhancing
productivity of business forms and furthermore spares time and cost of firm. This gathered data
is utilized by promoting directors in settling on compelling choices.
TASK 2
P3 Elements of marketing mix to attain overall business objectives
Marketing mix is a set of tools that are utilized by business enterprise to pursue its
marketing targets and objectives. It is the operational or tactical part of marketing plan. It helps
the manager of Cadbury in formulating effective marketing strategy. Marketing mix supports
managers to make strategic decisions at the time of revising existing products or launching new
one. The components of marketing mix incorporates product, place, promotion, price, physical
evidence, people and process (Dibb and Simkin, 2013). These elements helps firm in giving right
item at ideal time and place. Utilization of marketing mix helps administrator in taking viable
decisions with respect to promotion, price and different other perspectives. Therefore, it is
needed by supervisor to utilize each components of marketing mix in powerful way with the goal
that business target can be accomplished and more benefits can be gained. So as to achieve
objectives and targets of organization, Cadbury utilize this idea. They introduce marketing mix
in process of planning which can be comprehend by following points:
Elements of
marketing mix
Cadbury Harshey's
Product Cadbury offers variety of enticing
chocolates to clients everywhere
throughout the world. Their range of
The company offers sweet syrups &
chocolates to their clients and is
additionally one of the outstanding

products involves five star, borunville,
eclairs, dairy milk, oreo, perk and so on.
In addition to this, Bournvita is one of
their item which is extremely prevalent
among youngsters and even grown-ups.
Firm is pioneer in this item. With all
products, organization leads the market
of whole chocolate sector. Cadbury is
very popular among individuals for its
delectable chocolates.
brands. Wide range of items
areoffered by organization in
particular shapes as well as size.
Innovation in goods encourages in
drawing in more clients and gaining
high benefits. Their chocolates are
delectable and healthy (Gamble and
et. al., 2011).
Price For maintaining their top position in
market, a few goods of organization
needs constant marketing endeavors,
for example, oreo. As their product
quality are high, costs are additionally
more. Costs of a few products are
reasonable moreover. For example,
price of chocolates like eclairs and five
star is low but taste is good. Variety of
items are given by organization and cost
of each is unmistakable according to the
sort of buyer.
Hersheys utilize premium strategy of
pricing in setting cost of their items.
Their chocolates costs are high when
contrasted with different brands.
Their primary target is individuals of
upper class and prices vary from $10
to $50.
Place Cadbury offer its items around the
world. Their items are circulated in
every one of the regions in any case,
due to low request in provincial
territories, their advertising in such
zones is frail. Right now, organization
covers around 200 nations and as a
result of extensive channels of
Their items are essentially accessible
on extensive supermarkets. Viable
circulation channels are utilized by
organization keeping in mind the end
goal to supply their items around the
world. Real urban communities and
zones of different nations are secured
by them which guarantees simple

dispersion, their appropriation costs are
high. Nearness of firm in advertise is
solid as their items are effectively
accessible at all the shops of urban areas
and towns.
accessibility of their item (Hsu,
2011).
Promotion Cadbury utilize distinctive channels so
as to promote their item adequately in
market. For example, bournville isn't
purchase by an individual, however
they get it shape others. Festivities pack
of Cadbury is utilized by individuals to
gift along these lines, it is situated by
firm as that. It is a standout amongst the
most offering mainstream item.
Bournvita is situated as wellbeing drink.
Organization utilize blend of above and
beneath the line advertising. Their
promotion is extremely powerful and it
is the primary reason of high brand
reviewing of firm. Before acquiring
chocolate, singular first considers
Cadbury.
Harsheys advance their item by the
help of TV includes, magazines and
boards. Principle point of
organization is to deliver solid and
scrumptious chocolates in this way,
individuals can appreciate it. One of
the result of organization, Milk
supporter situated as solid useful for
kids (Illing and Anders, 2016).
Process Powerful and simple process is trailed
by firm to manufacture items. They
client top of the line innovation for
creating top notch chocolates and
offering them to clients.
They took after successive system in
assembling chocolates. Most recent
innovation apparatuses are utilized by
firm to make great quality chocolates.
People Employees is the one which encourages
organization in accomplishing
foreordained gaols and focuses of
Firm have talented and equipped
labor which underpins in getting
advancement items and offer

organization. Representatives, by their
compelling aptitudes and learning
contributes in accomplishment of
organization (Jones and Rowley, 2011).
chocolates to clients with new and
additionally extraordinary taste.
Physical
Evidence
Firm assemble and store pertinent
information from clients which helps
them in creating and offering chocolates
according to their taste and inclinations
in better and compelling way.
Different endeavours are made by
organization keeping in mind the end
goal to make their item alluring and
individuals urge to get it more.
TASK 3
P4 Development of basic marketing plan
Marketing plan alludes to an itemized report that incorporates techniques, destinations,
mission, vision, spending plan and so on of the organization. It is a composed record that gives
way to promoting supervisor to achieve objectives and focuses off the firm (Kennedy and
Parsons, 2014). It includes every one of the exercises of business that will be performed by
individual for coming year. Promoting plan of Cadbury are as per the following:
Overview of firm:
Cadbury is one of the renowned organization and a best chocolate store brand of UK. Its
central command are situated in Uxbridge, London and serve its item around the world.
Promoting plan is for the most part figured by the firm with a specific end goal to present its new
item in the market. It is a vital advance that is trailed by the organization to pass on data of item
to clients.
Vision and Mission:
Vision of organization is: " Working all in all to make marks that individuals cherish ".
Mission of the firm is: "Cadbury implies quality" this is our guarantee. Notoriety of the
organization is expand on quality; duty to consistent change will guarantee that guarantee is
conveyed.
Objectives:
 Its fundamental goal is to wind up world's best and greatest chocolate shop firm.

 To expand brand.
 To improve chocolates quality.
 To perform superior to rivals in market. Enhance revenue by 20%.
Situational analysis:
It is an imperative pace that is taken by organization so as to get appropriate
comprehension of the market. Through this progression, directors can comprehend interior and
outside state of the business. For legitimate examination of organization's circumstance, SWOT
investigation is directed with the goal that qualities, shortcomings, openings and dangers to
business can be recognized.
Strengths Weaknesses
 Firm is continually keeping up its
development and manageability in the
market.
 Great picture of organization in brains
of clients.
 Top most chocolates provider in the
market.
 Positive view of clients about brand.
 Strong marketing and also distribution
channels.
 Least costs of chocolates and different
items.
 In rural market, organization don't have
great entrance.
 Loads of substitutes are available in the
market.
 Abundance utilization of chocolates
prompts experience the ill effects of
different diseases, for example, high
cholesterol, diabetes and so forth
(Mihart, 2012).
Opportunities Threats
 Clients exceedingly incline toward the
brand on events, for example, Raksha
Bandhan, Diwali, Christmas, Holi,
birthday events and so on.
 Numerous new chocolates are
developed that gives chance to make
 High dissemination cost of organization
because of increment in fuel and
transportation cost.
 Change in purchasing conduct of
clients is a major danger for
organization.

new items.
 Creation of sugar free chocolates is the
best opportunity.
 More assets are required to enhance
execution in advertise.
 Contenders are the greatest danger for
organization.
Market budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 12000 14300 21000 16000
Investment 20700 15000 16500 13000
Total 50000 32700 29300 37500 29000
Marketing
expenditures
Sales promotion 9600 6500 6800 6000 6400
Advertisement 2100 2200 4200 3500 8500
Direct marketing 7000 6300 3000 6000 2100
Total 18800 15000 14000 15500 17000

Available balance 31200 17700 15300 22000 12000
Target market:
It is essential for the firm to have target market where they can pitch their products to
their potential clients without challenges. Everybody adores Cadbury so they are not
accentuating on a particular market section. They center around every one of the business sectors
for offering their items. It is vital to accomplish higher gainfulness proportion.
Marketing strategies:
These are planned by marketing chiefs so as to accomplish set objectives and focuses of
the organization. Different systems are utilized by Cadbury to urge clients to purchase their item
more (Lamb, Hair and McDaniel, 2011). Brand value and circulation are two primary upper hand
for organization. Along these lines, organization guarantees to make accessible their items at
each store from little to top of the line departmental shops. They simply utilize entrance
technique to infiltrate Indian market. They made separate arrangement for various age
gatherings.
Execution:
It is critical for Marketing chief of Cadbury to execute the promoting plan in compelling
way with the goal that destinations and focuses of the organization can be effectively expert
(Malhotra, Birks and Wills, 2013).
Monitoring and control:
It is a fundamental advance that requires to be finished by advertising chief after
execution of plan. By this progression, they can assess the viability of Marketing exercises and
make adjustment if required. This progression decides the disadvantages of plan and help
supervisors in taking restorative activities with the goal that viability of process can be expanded.
CONCLUSION
As per the above mentioned report, it has been concluded that high growth and success of
any business organisation largely relies on marketing function. It assists in aware consumers
about brand and communicating its product benefits and value to them in an effective and
efficient manner. Various roles are played by marketing function and are interrelated with other
units of firm. It assists in increasing productivity and enhancing profits of company with in turn

results in attainment of set objectives and targets of business concern. Elements of marketing
mix are applied by manager of firm in order to create appropriate strategy as well as its execution
by effective tactics. A basic marketing plan is developed in company that administers direction
to promote its goods and services in market effectively.

REFERENCES
Books and journals