Marketing Report: Cadbury's Marketing Mix and Strategies Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing the duties of marketing, its interrelation with other functional units, and the role of a marketing manager. It delves into Cadbury's marketing mix, including product, price, place, and promotion, and examines the company's marketing plan. The report explores the marketing process, including mission, situation analysis, and implementation. It also analyzes the impact of marketing on departments like finance, human resources, and administration, emphasizing the importance of interdepartmental relationships. The significance of marketing in the context of Cadbury is highlighted, along with the company's adherence to the product concept and continuous innovation. The report concludes by emphasizing the importance of marketing in transferring goods, creating employment, and driving decision-making within the company. This report is an in-depth study of Cadbury's marketing operations and their broader implications.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Lo1 ..................................................................................................................................................1
P1 duties of marketing and it's linking other functional units of the Cad bury......................1
P2 duties of the marketing manager in the context if the Cadbury........................................2
P3 marketing mix of the Cad bury........................................................................................5
P4 Marketing Plan of Cadbury Company..............................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................7
................................................................................................................................8

INTRODUCTION
Marketing has very wide scope. It is the duty of the owner to satisfy the customer by
providing facilities and quality services. Under this it is required that all the marketing tactics are
followed by the organisation. In this report has taken the company as Cad bury. Under this report
it will discuss about the role of the marketing and interrelated to Cad bury. It will further discuss
marketing mix of the Cad bury. It will study further about the marketing plan of the organisation.
In will describe the marketing of the products.
Lo1
P1 duties of marketing and it's linking other functional units of the Cad bury.
Marketing means the promoting and selling the product. Before selling the product
market research is very important. This guides the firm about the making product success. For
establish connection in market following concepts has to follow by the owner. These are
production, product, selling, societal and marketing (Pradana, and.et.al. 2018). These concepts
are used to guide the owners about product marketing and many more. Production concept tells
that organisation is making the product or services which are in the budget of the people.
Consumer will likely to buy that product only which are in the budget of them. For example,
Parley- G is available in the all sizes with affordable price. Cad bury is also making the product
which are in all quantities. Like chocolates of Cad bury come in all the sizes. Selling concept
means selling product without making long term relationship with the customers. It focuses only
on the selling the product not on the what market is desirable. Mostly it is done for the unsought
goods like blood donations and many more. Product concepts tells that regular improvement in
the product. Its motive is to sell the product with the best quality. Marketing concept tells about
the achieving objectives if the organisation. Societal concept tells that while doing the business
follow the responsibilities of towards society. It can be placing dustbins in every corner of area.
It is the compulsory for the business to get involved in this activity. It is prime duty of the
organisation to do work for the society. It can be various ways to serve the society. Cad bury is
following the product concept. With making regular innovation in the product the company is
making its growth in continuous basis.
overview of the marketing process
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Under this marketing process includes company's mission, situation analysis, marketing
planning, marketing mix and implementation and control. Mission tells about the objectives of
the company which are achieved by staff. Its main moto is to do work in teams with the integrity
and after that products are turned into the brands. The current scenario of the business is making
the firm to reach at the top position. Firm wants to make the life full of sweets. The vision of the
entity is to “Life full of the Cad bury and Cad bury Full of life”. Its current situation of the firm
is growth on the continuous basis. Marketing planning is done before launch of the product. it is
the duty of researcher to make research about the product. The needs of the customers and after
that only the product designed to launch in market (Pradana, and.et.al. 2018). All the things are
predefined in this like target market, price of the product, place where firm will sell the product.
Marketing mix discuss about the seven p of marketing which are product, price, place,
promotion, process, physical evidence and place. After following the above, the steps, it is
necessary to control all the things. Under this process without skipping any steps follow all rules
and regulation of the company. It is the duty of the senior or superior to pre plan things so that no
chances of the confusion are there. In this research is made to work easier. In this all the
marketing things are made in the proper way. In marketing process is made working step by step
and after that all the things are sorted. The systematic working makes the things in easier way.
Analysing the role as well as responsibilities of marketing in context of marketing
environment
Marketing strategies: It is the important function of marketing manager which includes
designing strategies for reaching to the target. It is required by marketing manager in Cadbury
company to formulate promotional plans and marketing strategies considering the needs of target
customer group.
Market research: Function of marketing manager is to collect the data related to customers’
needs and demands. In addition to this they have to collect the information about competition,
products, price of goods, and also about current situation of market.
Monitoring market environment: It is the important function of marketing department to
search for development opportunities in the market.
Market segmentation: Function of marketing department is to assist an organisation in
segmenting the market and identifying the target customers.
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P2 duties of the marketing manager in the context if the Cadbury.
There are many duties of the marketing manager. Some of them are: responsibilities
towards enterprise, employees, society and customer. Responsibilities towards of the employees
are looking after the work of all employees. The work is to manage the work in the look after the
work of the employees. Taking care of the facilities given to workers. Providing the schemes for
the people. Encourage the workers to do the work in the give environment. Towards the society
is the making the products according the needs of the customers. Providing the product to the
customer on the basis of income level. The opportunities are regarding the employment purpose
only. Responsibilities towards the customers are: always knowing the needs and requirements of
the clients and after that only fulfilling the demand.
Providing the after sale services from which the customers are satisfied by the product
and remain loyal to firm. If the product is new in the market and nobody knew the usage of the
product, then it is the duty of the manager to understand all the usage of the product. Towards the
enterprise is the gathering the data of research and after that only work on the quality as well the
quantity of the is maintained. The price of the product is decided by the authority, preparing
strategy for the promotion, advertisement and the after sale service. These are the service which
are provided the manager. Cad bury follows all the responsibilities of the manager in which
towards the society, customer, employees and the enterprise. It is the duty of the manager to
follow all the roles which are come under this. Managing the whole things in the perfect manner
is the role and responsibilities of the manager. It is the finance is arranged or not in the
department.
Impact of the marketing on the other department.
Impact of the marketing on the other departments like finance, human resource,
administration and many more. Marketing v/s finance – in marketing work, money is needed.
For that fund allotted to the particular department is needed. If it is new in the market, then
various promotional efforts are done by the organisation. Promotion like advertisement, banners,
hoardings and many more (Purvis, J., 2016.). For every department the fund is needed and for
that particular fund is allotted to the organisation. In this huge amount of money is spent on the
initial years so that product is well established in the market. After that amount can be reduced in
this. It is the duty of the finance department to provide fund when needed. Marketing v/s human
resource – in this for promotion purpose the marketing department will appoint the new
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employee. In the employee are persons which differentiate one firm from the another. These are
the fresh blood which are responsible for making the successful organisation. Under this the
human resource department is responsible in appointing, training, and any issue, query which is
related to the organisation are heard. This is their work. Its impact on the department, the cost
will increase which can create more expenses for the organisation. Administration department is
to look after the organisation in whole manner. In this impact of marketing department is cost
will increase then number of the sources are arranged from where the capital is arranged. In this
permanent training for the employees is arranged in the organisation. Marketing functions are
more but its impact on the various department is different. All department are interrelated in the
organisation and working for the same company. Impact of the one department will affect the
other.
Importance of the marketing in the context of the Cad bury.
The marketing significance are: it helps in the transfer of goods from one place from the
another. Under the marketing all the goods send to the place where it is going to sell. There are
many things like for the distribution of the goods various channels are there through which they
reach the consumers. They are wholesalers, retailers, agents through which the goods are move
to different places. It is important to both the consumers and the producer as well. It also helps in
the increasing the standard of the people. In this it depends on the income of the client, that
which product he will buy. Buying expensive products shows status of the people and prestige
point will increase in front of the society.
There are many things like proper supply of the goods in affordable prices will also
increase in the living standard of the client. Marketing needs many persons' involvement and
through this it creates the employment. In the marketing department for various purpose the
people are needed like buying, selling, financing, transport, risk taking and many more. Persons
needed in the needed in various work. Approximately one fourth of the population is engaged in
the marketing. It also creates the source of the income. Through this producer, retailer, agents
and any person who is related to the marketing earn profit. In this maximum will be the sale
more will be the profit. From that profit only producer and other related person can have their
income. Marketing is important because of its decision making. All its decision is of risk taking
and if these decisions are not taken in proper way in that case firm has to face the loss. Cad bury
knows the importance of marketing and that why it has made improvement in the product
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(Parana, and.et.al. 2). By this only the customer is attracted towards the product and finds it more
interesting.
importance of the interrelationship in the functional department
in marketing all the departments are interrelated and if one has something wrong in nit
other has to suffer. Organisation is made of the various departments and these sections are
finance, marketing, human resource, administration, purchase etc. finance department has the
responsibility of providing the funds to appropriate department. It is the duty of the department
to allot that much fund which is needed to fulfil the demand. In purchase department records all
the raw material needed, purchased with taking the care future needs. In this future planning are
necessary because factory work has not to be stopped in any case. If material is not proper or
enough in that case every department will suffer. It is the basic department. If this will not work
in constant basis than it will affect the organisation. In human resource, its work is to appoint the
new employees, listen to their queries, provide them all the facilities which they are needed in
the organisation.
They are responsible for the attracting the people in the organisation. They have to look
after the whole things so that firm can work in the proper manner. It also looks after the rules and
regulation of the organisation. It status is maintained in the eyes of world. Marketing department
has to look after the selling of the goods, promotion, advertisement and any things related to
selling of the product. In this all the work related to the selling of products. In administration
department has to, look after the whole things of the company. All these departments are
interrelated with each other. All are working under one company. In this one department affects
the working of the other department. Cad bury has many sections under which it is working and
all the departments are interrelated to the organisation (Pradana, and.et.al. 2018,).
Importance of interrelationship between different department
Increase trust as well as respect between different functional units assist company in
developing the understanding about the customer’s needs. Interrelationship between different
department is important in order to achieve desired business goals. The growth as well as success
of any company is completely based on the interrelationship between different functional unit.
Good relationship and effective coordination between different functional unit is crucial for
smooth running of business. It is also important for improving business performance. A Strong
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relationship between different department helps in developing a creative working environment
which crucial for providing the customer with effective services or products.
P3 marketing mix of the Cad bury.
Under the marketing mix seven p are to be followed. In Cad bury also implemented in its
organisation. They are explained product, price, place, promotion, process, physical evidence
and people. In this product has to be made with full of the quality. These are made taking care of
the customer needs. If client demands are fulfilled by the staff of the organisation. Before
making the product proper research is made so that chances of the risk are reduced. Product is
made with the research than it will be more successful and increase the sale. Process in this all
the stage are must be properly followed by the organisation. People whom the organisation is
targeting. Like in Cad bury chocolates is the product and target customer are children. Promotion
of cad bury is done by the advertisement with the tag line “kuch meetha ho jaye”. Price of this is
at all the ranges. It is available in the all the quantities. Physical evidence means the place where
the people has to make the presence in the mind of the organisation.
as compared to Nestle the company’s marketing mix of are
 Price –Nestle company is following the competitive pricing strategy which helps them to
increase sales. On the other hand, Cadbury is following penetration pricing as compared
to Nestle.
 Product - products of Nestle are diverse. It sells all kind of food and beverages which are
sold in market. Its popular brands are Maggie, KitKat etc. its brands are only for
chocolates and powder for milk whereas Cadbury is selling only chocolates.
 Place: Nestle has stores in different locations through which business entity sell its
products to the customer. Whereas, the distribution of Cadbury is fantastic and
widespread. It is present strongly in all urban areas as well as towns.
 Promotion - Nestle company is promoting all its products through online as well as off
line. On the other hand, Cadbury company uses different promotional strategy for each
product. Business entity offers discounts for attracting customers.
 People -. Nestle is targeting growing children. On the other hand, Cadbury target people
belonging to all ages.
 Process - in this all the process are followed by the company. Cadbury has customer
focused business operation. Whereas, nestle has focus on improving marketing activities.
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Different tactics applied by an organisation for achieving business objectives
Each and every company uses different tactics for accomplishing desired goals
and objectives. Cadbury Utilizes seven P’s of marketing mix in marketing planning procedure
for achieving the desired targets. On the other hand, Nestle uses marketing segmentation strategy
for accomplishing goals.
Market segmentation strategy of Nestle:
 They define their target market.
 Assessments of the different segments are done for specific measures.
 Segment procedure is constructed.
 The attractiveness of the segments is evaluated.
 The target markets are selected.
Marketing Mix strategy of Cadbury
Product: Business entity produces products considering the need and demand of customers.
Place: Business entity has strong distribution network. Business entity has form partnership with
other companies to improve its supply chain.
Price: Competitive pricing strategy has been adopted by firm.
Promotion: Direct marketing strategy is used by an organization for promoting products.
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P4 Marketing Plan of Cadbury Company
A marketing plan is a documentation of different stratgies which is being applied by the
company in order to enhance their services and products which is delivered to their customers.
An effective marketing plan should contain various factors, such as, situation analysis, marketing
strategy, sales forecast, and expense budget, etc.
Overview of an organization: It is British multinational organization operating business in
confectionary industry. Cadbury is basically UK based company. It has approx. 71656
employees. An organization has been ranked among the second biggest confectionery company
globally.
 Situation Analysis: This is the most important task which has to followed by Cadbury
company in order to work effectively. This analysis basically include a market analysis,
followed by SWOT analysis which helps to determine their strengths, weaknesses,
opportunities, and threats for them and competitive analysis which ensures to evaluaye all
the details of their competitors which are already present in the existing industry(Purvis,
J., 2016.). The market analysis will include various factors, for example, market forecast,
segmentation, customer information, and market needs analysis, etc.
 Marketing objectives – The marketing objective of Cad bury is to become leader in an
industry. In addition to this, company aim is to increase sales and profitability. Business
entity also intends to gain customer loyalty.
 Competitive analysis : It is very important for Cadbury company to analze their
competitors and what are the products and services they are providing to their customers.
It will help them to improve their services and products.
 Marketing Strategy: These strategies include all the plans which the organization has
developed to perform their functions in the market. These strategies include at least a
mission statement which covers defines their aim to plan this strategy, their objectives,
and a focused strategy including market segment focus, targeting and product positioning
(Pradana, and.et.al. 2018.)
1. Segmentation: It is very important for the Cadbury company to do a proper market
segmentation which includes, proper research on their customer to understand their
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preferences and segmenting them according to that. Cadbury company can segment their
customers based on the behavioural as well as demographic segmentation.
2. Targeting: In this process, Cadbury company will evaluate the targeted segment of their
customers to provide them services according to their choices. Cadbury company can use
multi segment targeting strategy.
3. Positioning: In this method, organization will identify their position in the current
market. It will help them to improve their services. It will design a detailed product
positioning for the targeted segment. Cadbury company can utilize the price sensitive
positioning strategy.
4. Tactics and actions: It is very much important of manager in Cadbury company to
include marketing mix in promotional plan. As this tactic will assist business entity in
increasing sales as well as profitability.
5. Marketing control: It is considered to be as basic requirement of marketing plan. .
Controlling should be done by matching the objectives with the results
 Sales Forecast: This factor will help Cadbury company to evaluate their sales forecast
for the planned strategy. This will include all details of the strategy.
 Expense Budget: This is the most important aspect in a marketing plan. There should be
enough budget in the organization to perform all the functions listed in the marketing
plan. Normally a plan will also include specific sales tactics, programs, management
responsibilities, promotion, and other elements as well.
Marketing activities 2017( in $) 2018 ( in $)
Promotional strategy 7500 8000
Market audit 4100 3300
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Maintenance of
the e-commerce
40000 350000
Detailed, coherent and evidence based marketing plan
It is required by Cadbury company to include all the seven essential elements of marketing
mix in its promotional plans.
Product- It is required by management in an organisation to concentrate on the quality of
products. In addition to this, business entity is planning to use TQM approach. As this strategy
will assist business entity in providing high level of satisfaction to customers.
Price- An enterprise is planning to use differentiated pricing strategy. It is required by
manager in company to use a pricing method which can counter its competitors and provide
value added element to the consumer.
Place- Cadbury company is planning to sell products online. As this strategy will help firm in
increasing sales.
Promotion – Business entity is planning to use direct marketing technique for promoting
products. In addition to this, online advertisement will be used for promoting brand.
Procedure- The main aim of organisation is to provide a customer focused effort to excel in
the business.
People- Cadbury need to concentrate on fulfilling the needs of employees. As these are
important stakeholders who will help in growth of business.
Physical evidence- management in Cadbury is planning to provide training to workers, so
that professional services can be delivered to customers.
CONCLUSION
From this report it has been concluded from this report that marketing concept are
discussed. All the process of the marketing. Roles and responsibilities of the marketing manager.
Departments are interrelated to each other which are influence by the marketing. Importance of
marketing and its role. Marketing mix in the context of the cad bury. Interrelationship between
the departments.
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