Cadbury Marketing Essentials Report: Trends, Mix, and Manager Roles

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the application of marketing essentials within the context of a real-world business. The report delves into current and future marketing trends, exploring concepts such as word-of-mouth publicity, experience-based marketing, and data-driven approaches. It outlines the marketing process, including market analysis, target market selection, marketing mix development, and campaign management. Furthermore, the report examines the roles and responsibilities of marketing managers, emphasizing their impact on market research, strategy development, and customer relationship management. It also explores the interrelationship between the marketing department and other functional departments such as sales, finance, production, human resources, and R&D. The report highlights the significance of marketing activities in driving sales, building brand awareness, and fostering customer relationships. Finally, the report discusses the marketing mix strategies employed by Cadbury, providing a practical application of marketing principles.

UNIT 2 MARKETING
ESSENTIALS

Table of Contents

INTRODUCTION
In today’s world, Marketing plays a very important role for an organisation as it will help
the firm to sale out their products and services and generate a decent revenue for the firm.
Marketing helps the firm to carry out the business operations and meet consumer’s demands in
an effective way (Hair Jr and et.al., 2015). Other than this, marketing or promotional activities
that help the organisation to have a sustainable growth in market. For this report, Cadbury is
selected. It a UK based chocolate and confectionery firm.
The report will include the concepts of marketing with current and future trends in
practice. Also, it will provide a brief overview of marketing practices that are been taken in
consideration. Roles and responsibilities of marketing managers are been analysed with relation
of marketing to other departments. Other than this, the significance of interrelationship among
different functional departments of the firm is been considered. Along with this, the marketing
mix to the planning process and basic marketing plan is been presented.
MAIN BODY
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Marketing can be defined as an activity that is been followed by a firm or individual to
recognise, evaluate and fulfil the demands of all the stakeholders involved in exchange of
interests. In other words, it is the process in which one party produce and deliver the product or
services by promoting it and provide it to another party in form of some payments. This is the
core concept of marketing process that is been taken in consideration by the firm. For an
organisation like Cadbury, marketing is a very important concept that helps it to maintain an
effective connection with its customers. Other than this, it supports organisation to identify
requirements or needs of their buyers and develop suitable measures to meet them in an effective
and significant manner.
Some of the major marketing trends that are currently undergoing presently in the market
are:
 Word of mouth publicity: This is the most famous marketing trend that helps a firm to
carry out the business operations or functions in much suitable way. It helps organisation
to get the effective customer base and generate a good amount of revenue (Zinser and
Brunswick, 2010).
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 Experience based trends: Now days, users take in consideration the suitable and
effective experience driven approach that is provided by a firm to its consumers.
Some major market trends that will be relevant in future are as follows:
 Data driven marketing: With effective incorporation of technologies and generation of
huge quantity of data that will be utilised by the firms like Cadbury to develop and
promote high quality products and services for its customers. This is based on the
information gathered through social media, websites and other digital sources. It will help
ion the proper assessment of the operations which will help in effective planning of the
data driven promotional measures within the firm.
 Content based marketing: It will include the development of an effective pattern which
assists effective handling of selected firms functions or operations by an organisation
which support the proper placing of the promotional activities by Cadbury in market in an
effective way. The content based marketing will play a very crucial and significant role in
attracting the employees and improve revenue generation.
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Marketing processes are been looked after by a firm like Cadbury that will help in
suitable growth and development of marketing processes by an organisation. The following of
proper marketing process will help in suitable management of marketing activity. The marketing
process and steps are as follows:
 Analysis of market opportunity: For an organisation like Cadbury, the effective
identification and analysis of marketing opportunities is very important. This is beneficial
for the firm as it helps to take the suitable steps to improve one’s performance and have a
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sustainable success rate for longer period (Silver, Stevens and et.al.,2012 ). Technically,
marketing information system can be taken in consideration for this purpose.
 Selection of target market: This is very crucial for Cadbury as the clear outlook about
the target customer base and market will assist the firm to develop an effective market
plan. The proper segmentation and positioning of promotional measures assisting the
organisation to carry out marketing activities in much effective way. This will assist the
firm to hold a strategic market position and have an effective revenue generation
(Silberschatz, Galvin and Gagne, 2014).
 Development of marketing mix: The proper management of marketing mix that
supports organisation to its marketing functions and action plan in much effective way. It
will assist an organisation to carry out their desired activities on the basis of various
components of marketing mix. This will help the firm to meet its operational needs and
customer requirements in a very significant manner.
 Management of marketing efforts: This involves the suitable handling of marketing
processes of campaigns that are been initiated by an organisation. This helps the
confectionery firm to handle its marketing operations and other business activities in
much suitable manner. It involves the proper management and implementation of a
marketing plan that is been set by an organisation. This is a key stepping stone in the
marketing process.
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A marketing manager will play a very important role in setting up of effective market
strategies and plans that will help in effective rise of business operations and action plans.
Besides this he will also look after the promotional activities and sdeveloping of a campaign for
launching and selling a product or service offered by firm (Papasolomou and Melanthiou, 2012).
They will not only help the firm to carry out business operations and action plans that are to be
followed in an organisation like Cadbury. Some of the major roles and responsibilities of
marketing manager in the selected firm are as follows:
Roles of a marketing manager:
 Conduction of market research: Marketing manager at Cadbury will look after the
proper adoption and following of a marketing plan which will support firm to carry out
marketing activities and other business operations. This will assist an organisation to
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meet the operational capabilities and marketing plan which will support a selected
business firm to achieve their customer’s needs and demands by identifying them
effectively. The analysis by them will help other department of firm to make suitable
changes in their working style, in order to get suitable outputs and revenues. The
performing of the market research will help in getting a suitable idea of requirements of
their customers' that will revenue generation.
 Developing marketing strategy: On the basis of market research performed by them,
they will formulate a marketing strategy and plan in order to fulfil their customer’s needs
and requirements in most effective and significant manner. This will help in increasing
the sales volume and maintain a competitive advantage over its competitors (Ottman,
2017). Formation of a proper strategy will support promotion of the services and
products, incrasing the sales of the organisation.
 Customer Employee relationship management: Marketing managers will look after
the proper management of the connection between employees of Cadbury and their
customer base. This will help in improving trust level of consumers towards the firm and
further leads to increase in sales volume. Besides this, they will also look after the
improvement of their employee’s skill set. Having the good relationship with buyers will
improve brand equity and profitability of organisation in positive manner.
Responsibilities of marketing manager:
 He will commence proper strategies and action plans that will help them to get the
effective work done from the employees.
 He is responsible to arrange after sale services to eradicate the customers problems.
 Look after the pricing strategies and sales flow by the firm in a market.
 Motivate the employees to work better.
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The marketing measures that are been looked after by the firm will support it to carry out
its business operations and other activities. The marketing is the life line of an organisation
which assist the firm for carrying out marketing activities and action plans which assist the
organisation to meet the organisational objectives in much effective and significant manner. The
marketing department of Cadbury will influence the other functional departments in following
ways:
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 Sales and finance: The sales and finance department is directly dependent on marketing
department of selected firm. The following of an effecting marketing plan and carrying
out an effective and engaging marketing campaign will help the firm to have a good
amount of sales volume and thus increase financial growth and revenue generation of the
firm (Mohr, Sengupta and Slater, 2010).
 Production: The marketing department will carry out an effective market research which
will assist the firm to guide its manufacturing or production department to execute
marketing operations and other activities in much effective way. It suggests the
organisation to enhance the implementation of promotional measures and action plans to
develop the chocolates as per customer’s needs and demands.
 Human Resource: The marketing department of Cadbury will contact with the human
resource to get the proper work force for carrying out the effective marketing campaign
carried out by Cadbury to have a good connection with their customers and identify their
needs and demands to develop suitable goods and services (Lane, 2015).
 R&D: The analysis of customer’s needs and the market research that is been carried out
by the marketing department will guide R&D department to develop a new and
innovative product for their customers, which will assist the organisation for meeting
marketing activities in a suitable manner.
A good relation or collaboration with different departments within selected firm will help
to carry out marketing operations in a much effective and significant manner to have a better
generation of revenue.
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Marketing roles are required to be followed by selected chocolate firm in order to have a
good amount of sales volume and generation of revenue. An effective marketing strategy that is
been followed by the organisation will assist a retail firm to carry out its functions and other
measures in much suitable way. It helps in better value creation and revenue generation for the
firm. Some of the major importance of marketing activities and functions that are been followed
by the firm are:
 Marketing helps in transferring, exchanging and movement of goods. This will helps the
firm to interact and carry out effective transaction with their consumers (Kongstvedt,
2012).
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 It helps the firm to increase awareness among customers for the products and services of
Cadbury.
 It creates a proper development of employment opportunities for the people and thus will
help selected firm to penetrate in market in more effective and suitable manner.
 This allows the firm to improve the customer relationship and thus will lead to
management of wide range of business operations.
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The handling of various operations which supports a wide range of operations that will
help the firm to operations and carry out its marketing operations in an suitable manner. Having
a better relationship between the different functional departments of the organisation to carry out
the business operations (Jones and Rowley, 2011). In Cadbury, the effective coordination
between its different departments will help the firm to have a sustainable growth and revenue
generation. Suitable handling of their respective operations will lead to effective growth and
development of selected firm.
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As a marketing manager of selected firm, I will look after proper management of the
marketing mix for the firm. This will help me to carry out suitable measures in a significant
manner. The marketing mix strategies of Cadbury will allow it to have a competitive advantage
as compared to other organisations operating in the same sector. The marketing mix of Cadbury
is as follows:
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Figure 1: Marketing mix
(Source: Hanlon, 2018)
Product: The product range of Cadbury is very wide and vivid. This provides it’s the better
competitive advantage over the other firms like Nestle, which is working in the same sector. Not
only this, Cadbury also launches and sells its products according the seasons and occasions like
during the festive seasons, it sells its specialised chocolates under the “Celebrations” tag. This
allows the firm to have a good and effective competitive advantage over its competitors
(Draelos, 2010).
 Price: This is the major reason for the success of Cadbury. The chocolates and other
products that are been offered by selected firm will are quite affordable than the products
offered by its competitors. Besides this, Cadbury has also segmented its chocolates
according the price segment of their customer base. Also, they provide very affordable
chocolates as compared to its other competitors like Nestle.
 Place: The products i.e. chocolates of Cadbury are available all over the world. Cadbury
is well known for the effective distribution channel. This allows the firm to cater the
requirements of its huge customer base. This helps the firm to generate the good amount
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of revenue or profits as compared to its competitor like Nestle. This enables the firm to
reach to its customers and dealers in more time efficient and effective way.
 Promotion: This involves the proper management of advertising measures that are been
carried out by the organisation (Clow and James, 2013). The ads and marketing
campaigns that are been held by the selected firm helps to showcase as well as develop a
bonding or attachment with the chocolates. The taglines like “Let’s have something
sweet” and “You earn it” help to identify the importance of chocolate for its customers as
compared to its competitors. Other than this, various mediums like social media,
newspaper and TV commercials to promote its products.
 People: This involves the customer base of the firm. Cadbury will follow the various sort
of operations and action plans that will help the organisation to have a good customer
base compared to its competitors. The firm mainly target female, teenage audience and
kids, who are the major consumers of their chocolates. This help the selected firm to have
a good revenue generation.
 Process: The process include the manufacturing and distribution measures which are
meant to be taken in context by selected confectionery firm (Baker, and Magnini, 2016).
The mechanised production process is the major advantage of firm as compared to its
competitors like Nestle. This will increase the overall goodwill of the firm.
 Physical evidence: this is a two sided process. For the customers, it is the satisfaction
level gained after consuming the product which is better than the products offered by its
competitors. On the other hand, for the firm, it includes the rise in revenue and market
share.
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The marketing plan for Cadbury is as follows:
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Executive Summary:
The plan will focus upon the strategic planning of the operations that will be followed by
the selected firm. Besides this, the marketing strategies and marketing mix is been analysed with
proper budgeting and controlling measures.
Aim:
To develop an effective market plan for Cadbury.
Objectives:
 To identify the market opportunities for the selected firm.
 To propose a proper budget for carrying out the marketing activities.
 To discuss proper market strategies and controlling measure for the firm.
Market Opportunity:
With the effective growth in the global economy, globalisation and extensive utilization
of digital and social media will help the firm to have good market opportunity and thus will help
the organisation to handle their marketing activities. This will help in the effective placing of the
selected business enterprise to have a sustainable market plan. The meeting of this strategic plan
will assist the firm to carry out the business measures in an effective way.
STP approach:
This includes the 3 approaches named segmenting, targeting and positioning. This help the firm
to carry out their operations and implement the market plan that is been devised by the
organisation. It helps the firm to handle their operations that improves effective placing of
marketing activities in suitable manner (Baines, Fill and Page, 2013). This will help the business
operations in the effective manner. The proper measures that are been undertaken are as follows:
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 Segmentation: This involve the proper assessment of the customer base and segmenting
or segregating them to develop the proper plan in accordance with their taste and thus
suggest their suitable rise and improvement.
 Targeting: It assists the firm in setting target audience and thus hence assist selected
organisation to target and set the proper operational measures at the firm. This will help
the firm to have a good growth and management of firm in suitable manner.
 Positioning: This assist the firm to execute the business functions and thus assist the
proper rise of the organisation's customer base and thus assist organisation in handling
their marketing processes in a suitable way. A good market positioning will give selected
firm with a competitive advantage and market position. Besides this, it will help in
gaining a good customer base and increase their sales volume.
Budget:
A proper budget is required to be managed and effective measures are been taken leads
an effective execution of business operations. A good budgeting suggests the firm support the
firm to handle the business operations and action plans that will support a good and effective
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