Cadbury's Marketing Essentials: Plan, Objectives & Strategies

This report provides an in-depth analysis of Cadbury's marketing essentials, focusing on the role of marketing and its interrelation with other functional units within the organization. It explains the key responsibilities of the marketing function and how they relate to the wider organizational context. Th...Read More

MARKETING ESSENTIALS
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Table of Contents
Introduction................................................................................................................................4
Task 1.........................................................................................................................................5
LO1 The role of marketing and how it interrelates with other functional units of an
organisation (P1, M1, M2, D1)..................................................................................................5
P1 Explain the key roles and responsibilities of the marketing function for the chosen
organisation............................................................................................................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context for the chosen organisation or scenario.....................................................................7
Task 2.......................................................................................................................................10
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives..........................................................................................10
P3 Comparison P3 Compare the ways in which the chosen organisation applies the
marketing mix to the marketing planning process to achieve business objectives. How does
it differ from other organisations or could do better compared to other organisations (with
examples).............................................................................................................................10
Task 3.......................................................................................................................................13
LO3 Develop and evaluate a basic marketing plan (P4, M3, D2)...........................................13
P4 A basic marketing plan for P4 Produce and evaluate a basic marketing plan for the
chosen organisation..............................................................................................................13
Executive Summary.............................................................................................................13
Mission.................................................................................................................................13
Corporate Objectives............................................................................................................13
Marketing Assessment.........................................................................................................14
PESTLE Analysis.................................................................................................................14
S.W.O.T. Analysis...............................................................................................................15
Assumptions.........................................................................................................................16
Segmentation, Targeting and Positioning............................................................................17
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Marketing Strategies............................................................................................................17
Desired results......................................................................................................................18
Tactics and Plan...................................................................................................................18
Budget..................................................................................................................................19
Operational Plan...................................................................................................................19
Conclusion................................................................................................................................21
References................................................................................................................................22
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Introduction
Development of a proper marketing strategy helps the organisation in establishing
appropriate elements of competitive advantage in the targeted market. However, for
developing creating the marketing strategy, the organisations need to build a proper
operational plan. The primary objective of improving the operational program is to achieve
the organisational goals. In addition to that, the organisation develops their marketing
strategy depending on the external and internal forces of the organisation. However, a proper
and advocate marketing planning help the organisation to increase their profitability for the
future years. To this regard in this assignment, the organisation Cadbury will be properly
explained, analysed and evaluated to understand the marketing Essentials for an organisation
for increasing the organisational sales profit and customer loyalty.
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Task 1
LO1 The role of marketing and how it interrelates with other functional
units of an organisation (P1, M1, M2, D1)
P1 Explain the key roles and responsibilities of the marketing function for the chosen
organisation.
Marketing in simple words refers to the management and study of exchange relationships in a
business environment. In other words, with prime focus on the customers, marketing can be
defined as a set of activities initiated to create, communicating, delivering as well as
exchange offerings that tend to have value to the customers, clients or the society at large. In
today's time, the business market has managed to become more of customer oriented (Wynne,
2016). Thus, unlike the conventional concept of marketing, the modern concept states that for
achieving the organisational goals and objectives, the management needs to anticipate the
needs and expectations of the customers and accordingly deliver or market their products.
In regards to Cadbury, it is noted that the primary aim of the management is to deliver
products and services by the customer's convenience to gain their satisfaction. In the process,
they tend to adopt several marketing strategies that not only help them to effectively deliver
their products in the market but also to attract potential customers. Few of such strategies
include On every hand everywhere, growing with the emerging markets, affordable luxury,
etc (Schaper et al. 2014). The application of these strategies has helped the organisation to
assess the demands and expectations of their customers critically, evaluate the market factors
and accordingly plan for their business operations, thereby, emerging as one of the market
leaders in today's time.
Role of Marketing:
It is imperative that marketing tends to play a pivotal role in the growth and development of
an organisation. As an organisational function, it usually attempts to create, develop,
communicate and deliver value-added goods and services to the customers and thereby, helps
the management of an organisation to gain a competitive advantage over its competitors. The
primary operations of marketing management are listed as below:
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Partner marketing and field marketing: Field marketing refers to the direct marketing
process, that involves promotion and distribution of samples to the customers, conducting
campaigns ensuring customers participation, etc. On the other hand, partner marketing refers
to activities performed primarily focusing on the values for and through the involved partners
of the organisation (Purvis, 2016).
Promotion and Communication: Usually, various tools of communication or channels
are used by organisations as a part of marketing and promotional activities. Promotion of the
products as well as the brand is also one of the major function of the marketing department
(Pike, 2015).
Marketing management: The role of the marketing department is to develop, improvise,
initiate and implement various strategies as a part of a marketing plan to get a competitive
advantage in the market.
Evaluation of response to marketing strategy: Another major function of the marketing
department is to evaluate the common marketing strategies, critically assess them, identify
the grey areas if any and accordingly plan for their business operations (Mix and Brand,
2017).
Marketing concepts in regards to future as well as current trends as discussed below:
Current trends: The current market strategies adopted by Cadbury involves the active
participation of both the management as well as the customers. Their strategy includes
identifying the expectations of the customers, broadening their product range and serving
customers in almost every corner of the world.
Future trends: The management of Cadbury has proposed it to various new delicacies to
their product lines, application of advanced technology in their production process, etc.
Moreover, the organisation has proposed to increase their participation in the candy business
through Eclairs and Halls (McKenzie, 2017).
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P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context for the chosen organisation or scenario.
To understand wider the context of the organisation Cadbury the internal and external
analysis of this organisation is essential. In addition to that understanding, the marketing
process of the organisation is another essential area to focus on.
SWOT analysis
Strengths
 Famous and regulated chocolate making organisation
 Low pricing strategy
 A variety of product range
 A massive number of customer base in international market
 Strong marketing strategy and distribution channels (Malhotra, 2015)
Weaknesses
 Lack of market penetration in rural area
 Chocolate related disease in the international customer base
Opportunities
 Better sales in the festival season
 Using the trend of globalisation
 Developing the health of the customer
Threats
 Various strong competitors
 Customer loyalty is not strong
 New competitive products in the market
 Increasing number of brands in the market
Marketing mix
Products- A wide range of products are famous in the international market.
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Place- Nearly the entire world is the market of Cadbury because of which famous expansion
stories (Malhotra, 2015).
Price- The pricing strategy is low which one of the main reasons for their popularity is.
Promotion- The organisation usually uses attractive promotional strategies like famous
television advertisements.
Political factors Economic factors
● The domestic market is quite stable
and the international market changes
● The government regulations for
marketing and promotion are helpful
● As the low pricing strategy help the
organisation not getting any effect
from the economic factor.
● In the international market, the low
pricing strategy is not affected by
economic ups and downs (Lilly,
2014).
Socio-cultural factors Technological factors
● The different cultural and social aspect
of the Halal certified company
● Because of the low pricing strategy,
the income level of the customer does
not create any effect.
● The technological advancement of this
organisation help them in their
massive production in a short time
Marketing in B2B and B2C context
The organisation has both businesses to business and business to customer practices. In the
business, to business practice, the organisation generally supplies their products to the
wholesalers or retail shops from where the customer can get the products. However, the main
focus of this business to business concept help the organisation in the distribution channel
development, and it is a better marketing approach which is one of the reasons behind their
market success (Lanier and Lanier, 2017).
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Marketing process, situational analysis, objectives, strategies, and evaluation
Organisational development of Cadbury the marketing process which is used by this
organisation is the following steps.
Figure 1: Marketing process followed by Cadbury
(Source: Huang and Sarigöllü, 2014)
For a proper marketing process, the organisation needs to develop a primary business
objective depending on which the total planning a designing of the marketing will be done.
The main reason behind the marketing process is to attract the number of customers and to
enhance the position in the competitive market environment.
The main reasons behind the development of strategic objectives for the future years are:
 Enhancing the number of the customer base in the international market
 Increasing the research areas related to their products for enhancing the productivity
and profitability (Huang and Sarigöllü, 2014)
 Increasing the market position in the more competitive market
 Developing the quality of the product
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Task 2
LO2 Compare ways in which organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives.
P3 Comparison P3 Compare the ways in which the chosen organisation applies the
marketing mix to the marketing planning process to achieve business objectives. How
does it differ from other organisations or could do better compared to other
organisations (with examples)?
The 7 Ps of marketing tends to act as a tactical tool for organisations in determining their
status and position in the market. It helps in recognising the essential market drivers and
thereby, acts upon it to deliver the best result. The 7 Ps of the marketing mix of Cadbury
about its competitor Wrigley's are listed as below:
Product: It is very important for an organisation to deliver the best quality products to its
customers including the physical features of the product or service provided. It is noted that
the type or kind of product an Organisation is selling tends to have a significant impact on the
mindset of the customers. In this regard, it becomes very important to put the focus on the
minute details like the packaging of the product, the method of distribution, etc. In regards to
Cadbury, It is seen that the management of the organisation is keen to provide the customer
with the best quality products added to original packaging labels like in case of Dairy Milk
choco bar (Fan et al. 2015). On the other hand, Wrigley's product line tends to include
various kinds of chewing gums as a part of its marketing strategy.
Place: The place as a part of marketing strategy refers to the area or location where the
products or services of organisations are developed manufactured and are sold to the
customers. This is of great importance to an organisation because the area of manufacturing
must be near to the location of selling and distribution to avoid any future contingencies. In
regards to Cadburys, it is noted that the organisation have manufacturing units as well as
various other franchisees across the world where the products are manufactured and
developed the location of the manufacturing unit is set near to the selling and distribution
centre. On the other hand, the products of Wrigley's are manufactured in over 14 countries
and sold in over 180 countries across the globe. The products are sold through various
channels like supermarkets vending machines various shopping centres etc (Chambers and
Humble, 2017).
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Price: It is very important for an organisation to set the pricing office product and services by
the customer's convenience as well as the prevailing market conditions. It is noted that the
pricing policy of an organisation can be of two types, high pricing policy and low pricing
policy (Borden, 2015). In regards to Wrigley's, it is noted that being an FMCG the
organisation is bound to keep the prices office product very low on the contrary the prices of
Cadbury products are usually seen to be on the higher side catering to the brand value of the
organisation. However, it is noted that despite the difference in their pricing policies, both the
organisations are significant leaders in the market.
Promotion: it is very important for an organisation to improvise on the marketing and
promotional strategies such that they're able to gain a competitive advantage in the market. In
today's time, the business market is more of customer oriented it has become necessary for
organisations to market and promote their products by the customer's convenience (Babin and
Zikmund, 2015). This not only helps the management to gain significant market coverage but
also to attract other potential customers. The major source of Wrigley's promotion comes
from the chemist as it is noted that the brand is positioned to provide complete Dental Care to
an individual its marketing and promotional captions include the various features of the
products like keeping away cavity, total protection of the teeth, etc. On the other hand, the
promotional and marketing campaigns of Cadbury are the difference and mostly cater to
various creative and lucrative campaigns describing the taste and delicacies of the products
(Armstrong et al. 2015).
People: People refer to the individuals involved in the marketing and promotional activities
of an organisation as well as the selling and distribution process (Armstrong et al. 2015).
When an organisation aims to provide best quality services to the customers, it is very
important to ensure that in the people involved in the process are equally committed towards
the organisational goals and objectives. This will not only help in giving the best to the
customers but also attract other potential customers from the market. In regards to both
Cadbury and Wrigley's, it is noted that, the management of the organisation at attempts to
maintain stringent policies regarding marketing as well as selling and distribution process
such that the results in delivery in accordance to the customer's convenience (Wynne, 2016).
In addition to that, the management also looks after the welfare of their staff and members
involved in the process, thereby, making them more engaged towards the work.
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Process: The process in regards to marketing mix refers to the process involved in the selling
and distribution of the end products to the customers It is noted that having an efficient and
effective method in place not only helps the management in ensuring quality standard
products to the customers but also helps in reduction of costs. It is seen that the production
process of both Cadbury and weeklies are very much different from each other the main
objectives of both the organisation are almost same (Schaper et al. 2014). The management of
both the organisation make efforts to improvise their production as well as selling and
distribution process such that the best quality products are delivered to the customers and at
their convenience.
Physical evidence: The physical evidence in refers to marketing mix change to describe the
material evidence or factors like the physical branding of the products, the packaging, the
area where the production services are delivered as well as the staff of the organisations. It
plays a pivotal role in the selling and distribution process as the better the impression an
organisation can create in the minds of the customers the better profitability it will earn
(Purvis, 2016). In regards to Wrigley's, it is noted that physical evidence of the products
mostly includes the benefits of the products like full Dental Care, free from cavities etc. as
well as the branding of the organisation. On the other hand, the physical evidence as a part of
Cadburys marketing strategies includes the packaging style, the various range of products
line, as well as the difference in the product units.
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Task 3
LO3 Develop and evaluate a basic marketing plan (P4, M3, D2)
P4 A basic marketing plan for P4 Produce and evaluate a basic marketing plan for the
chosen organisation.
Executive Summary
The organisation Cadbury is one of the oldest chocolate producing organisations who are
working in this industry for almost 200 years. It can be said that the organisation well known
for their quality and customer satisfaction objective. However, for producing and developing
the customer loyalty the profit and sales of the organisation the organisation is going to create
a marketing plan which will be fulfilled in the year of 2025. However, new Vision and
Mission achieved by the organisation is going to develop a marketing campaign and
marketing strategies which is going to help them in their customer loyalty enhancement.
Mission
The organisation Cadbury want to increase the quality of their products and also want to
develop their product range and introduce a new product for the market of United Kingdom.
As this country is a domestic market for this organisation they want to introduce this new
product do their domestic market to understand their product quality (Pike, 2015). In addition
to that, they have also taken seven years organisational objective which includes the quality
of their existing products and this new product launch. According to the leadership of this
organisation, this process is going to help the organisation in enhancing their sales,
productivity and customer loyalty.
Corporate Objectives
In understanding the corporate objective of this organisation, it has been identified that the
organisation Cadbury has already a well-established business in all over the world. There are
two primary objectives what is business planning (Mix and Brand, 2017). The first objective
of this business is to develop the business by enhancing the quality of the existing products
like Dairy Milk, fudge minis, roses, Dinky deckers etc. However, these products are famous
for their exotic taste, and the organisation wants to increase the sales of this product around
30% in all over the world. The second corporate objective of this organisation is to introduce
a new product from the Cadbury which will be specially developed for the children of all
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over the world and part of their daily nutrition habits. The organisation wants to produce this
product for the children, and they are going to start this new product in the market of United
Kingdom to understand its popularity in the population and the children (McKenzie, 2017).
Marketing Assessment
The organisation Cadbury has registered record growth in the year of 2011. At that time the
organization is able to increase their sales and net profit at the highest. The organisation is
famous for their best quality of chocolate in various part of the world like Canada, United
Kingdom, USA, Australia, Asia Pacific, India, etc. However, for the better profitability and
sells the organisation wants to increase the total growth of the organisation around 40% in the
year of 2025. I'm eating this objective of increasing the sales, production organisation has
developed their corporate objectives, and they are also going to increase the marketing and
promotional techniques and campaigns for better performance in achieving this objective
(Malhotra, 2015).
PESTLE Analysis
For developing appropriate business plan understanding about the external business
environment factors is essential. The external business environment of the organisation
Cadbury refers to the political, economic, social, technological, legal and environmental
business factors.
Factors Description
Political The organisation is globally spread the national and international both
political aspects effect this organisation. However, in the country
United Kingdom, the political stability and government policies are
helpful for the organisational growth and development process. In
addition to that, the marketing campaigns and programs can easily
promote in this organisation because of the political condition (Lilly,
2014).
Economic However, the Global economics is beneficial for the organisation and
product development plan and expansion. In addition to that, the
economy of United Kingdom and international boundaries is positively
impacting on the sales and productivity of this organisation. The
organisation is gaining more profit in the recent years which they want
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to develop in their future years.
Social For increasing the sales and customer loyalty of this organisation
Cadbury need to focus on the customer's satisfaction options and their
expectation, and according to their preference, they had to meet their
new product and increase the quality of the product (Lanier and Lanier,
2017).
Technology However, Cadbury is one of the famous chocolate producing
organisation who are famous for their modern use of advanced
technologies in this organisation. Therefore if the customer loyalty and
satisfaction is an essential area for this organisation, they need to
increase the use of technology which can provide better results from the
organisational products.
Legal . However, as the organisation, Cadbury is working in international
boundaries the marketing campaigns of this organisation need to
develop by maintaining the different governmental rules (Huang and
Sarigöllü, 2014). In addition to that, it can be set the government of
United Kingdom and other countries has established the standard for
better performance of the organisation and therefore if the organisation
Cadbury properly use the government rules in their companies
marketing process they will get more preference from the customers.
Environment Maintaining the sustainability of the organisational product is essential,
and it usually impacts on the customers. If the organisation did not
properly maintain the environmental issues, it would affect the growth
of the organisation.
S.W.O.T. Analysis
The swot analysis is the identification process of internal organisational environment
depending on which the organisational leaders are developing the business plan. However, in
this analysis process the organisational strengths, weaknesses, opportunities and threats are
identified which is helpful for developing the strategy related to the organisational product
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pricing and other organisational activities for enhancing the customer loyalty and
productivity.
Strength Weakness
 The organisation Cadbury is one of
the most reputed chocolate
manufacturing organisation
 The organisation has a low pricing
strategy which is attractive
 The organisation has robust
marketing process and distribution
channels
 The customer base of this
organisation is quite active in most
of the countries they operate (Fan et
al. 2015).
 The organisation has a vast variety
of products which is near to absent
in the competitors
 The market penetration is less or
nearly absent in most of the rural
market
 A considerable number of
population in all over the world is
suffering from different cholesterol
disorders and diabetes which is
affecting the customer base of this
organisation
Opportunities Threat
 The organisation can target the
occasional festivals of different
countries for their marketing process
 The different globalised trends can
be included in the organisational
marketing activity
 The organisation can introduce new
products which are not going to
affect the customer's health
 However, there are various
competitors in the market like Nestle
 The brand loyalty in the chocolate
market is nearly absent
 There are various type of substitute
in this industry for different products
 The number of new brands and
increasing every day in the
international market
 The promotional and marketing
strategies of different competitors
are also developing their new
product variants (Chambers and
Humble, 2017).
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Assumptions
The various different functions of this marketing plan are:
 By increasing the quality of the product, the organisation can develop their business
or strengthen their business in the international market
 By introducing the new product for the children nutrition, they are going to increase
the popularity of their products
 The pricing strategy of these organisation is always low which is one of the main
reason behind their popularity however for that new amendment in their products for
quality-enhancing no extra charge will be, and this process is going to help the
organisation in developing their capability in the competitive market (Borden, 2015).
Segmentation, Targeting and Positioning
Segmentation
For this new business planning the organisation is going to get the customer segmentation in
two ways. Initially, the organisation is going to Target the age or demographic customer
segmentation. Is thereof that the organisation is also going to focus on the psychological
segmentation which is related to the health of the customers (Babin and Zikmund, 2015).
Targeting
The organisation has to focus on the real target strategy for this new business plan they
developed. However, this specific marketing strategy is going to help the organisation to
focus on their business objective and achieve it.
Positioning
For the Market Positioning of this organisation in the international global market, the
organisation has focused on the cost-based strategy which will attract the customer by cost-
benefit with nutrition.
Marketing Strategies
For developing the marketing strategy, the organisation Cadbury can use the Ansoff's matrix
which will help the organisation in evaluating the total performance of the marketing
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strategy. By using this strategy, the organization is able to concentrate on market penetration,
market development, product development and differentiation.
Figure 2: Ansoff's matrix
(Source: Armstrong et al. 2015)
But the primary strategy in which the organisation are going to focus on is the product
development and differentiation which will help them in meeting the expectations of the
customers.
Desired results
 The Desire result from this develops the business plan is the total profit of this
organisation is going to increase around 40% in the next seven years.
 The popularity of this organisation will also enhance by their introduction of new
nutritionist product in the market.
Tactics and Plan
Marketing Mix
element
Description Cadbury
Product/Service Different products of
Cadbury
Development of the new nutrition
product especially for the children and
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enhancing the quality of their existing
products.
Price Price of the products The organisation is going to use their
low pricing strategy as always but going
to enhance their quality.
Promotion Promotional technique for
the new product
The attractive television advertisement
and use of social media will be used for
the promotional technique for attracting
customers
Place The global or international
market where the product is
available
The organisation of the going to focus
on the urine market they can expand the
business more.
Physical
Evidence
The environment was
products of Cadbury offered
. For enhancement of the brand
visibility, the organisation is going to
provide free samples of the new product
in the schools
Process Product standardization and
design
. The availability of the product is part
of the new business plan which will help
them to develop their organisational
process for expanding their business
more in the rural areas.
People Employees of the
organisation
For the new product, the organisation is
going to hire nutritionist who is going to
create the products quality and will
focus on the nutrition of the children.
Budget
For is the total business planning the organisation has established an approximate budget of
10 million. This organisation is International spread therefore for the promotional marketing
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of the product the organisation is going to spend around 4 million. And finally for developing
the new product another 3.5 million is going to invest in the organization.
Operational Plan
Marketing Plan Activities July’18 Aug’18 Sept’18 Oct’18 Nov’18 Dec’18 Jan’19
Marketing research and
information gathering
marketing plan set up
Setting up additional
infrastructure of the
research
Advertisements and
promotional campaigns
Evaluation
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Conclusion
In light of the above study, it can be concluded that the organisation Cadbury is one of the
famous International brands which is counted under the chocolate industry or sweet product
manufacturing industry. However, the role and responsibilities of the marketing department
in the growth and development process are essential. In addition to that, the wider
organisational marketing Essentials is also related to the international market of the
organisation and its various requirements. In addition to that, by understanding the marketing
mix of this organisation and comparing it with other industry is helpful for recognising the
need for changes in the marketing essentials of this organisation. Finally, operation plan has
developed which will be followed by the organisation as part of their program.
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