Marketing Essentials: Cadbury's Roles, Responsibilities, and Plan

This report provides a detailed analysis of Cadbury's marketing strategies, focusing on the essential roles and responsibilities within its marketing functions. It examines how these functions relate to the organizational context, highlighting the importance of various departments such as research and ...Read More

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing functions.................................................................3
P2 How roles and responsibilities of marketing relate to organizational context.......................6
TASK 2............................................................................................................................................8
P3 Marketing mix to the marketing planning process................................................................8
TASK 3..........................................................................................................................................12
P4 Marketing Plan.....................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an activity through which company distribute their products and services
from distributor to customers. They prepare their market plan in effective manner by considering
all necessary marketing mix and functions to make their distribution efficient. This activity
basically involves selling, buying, promotion, advertising and delivering of products and services
to target market. Company should perform this process with utmost perfection so that they can
attract large number of customers from their goods. Cadbury is a multinational confectionery
company which was founded in 1824 and it is headquartered in London, United Kingdom.
Company manufactures different ranges of products such as chocolates, ice creams, desserts,
Easter, spreads, beverages, bars, etc. It is second largest confectionery enterprise and operates in
more than 50 countries all round the world (Pike, 2015). They have strong hold in various
products lines such as chocolates, candies, snacks etc and from them, Cadbury Dairy Milk has
encountered maximum sales. This assignment mainly focuses on key roles and responsibilities of
marketing functions and different ways how the company apply marketing mix in their planning
of marketing strategies to achieve business objectives and goals. It also includes a basic market
plan.
TASK 1
P1 Roles and responsibilities of marketing functions.
As mentioned above, marketing is a critical process for every company to distribute their
products and services to target market as well as customers, so that they can buy those and
encourages the sales of company. Organisation should ensure that their products are delivered on
time and are available to customers when they need them. This can be achieved only when the
company is having a strong distribution channel with efficient marketing plans. As described
above, Cadbury is second largest company and to reach such a position is very difficult. They
have to be very precise and efficient in their manufacturing, production, marketing, distribution
and all other organizational functions (Joshi, 2012). Form so many years, they have build a
strong brand image in market and give a tough competition top other confectionery companies.
Cadbury has a large number of loyal customers all round the world and are successful in offering
them products which have high quality, which is main reason for customer satisfaction.
Managers of company have to make their plans according to preferences and likes of customers

and designs their activities according to that. For that, they can do prior research and experiments
to get proper findings and facts about target market and customers. For retaining position in
market, it is critical to make necessary improvements and addition in their marketing plans and
also include different functions which can make their plans more effective. This help company to
achieve desired success and profits. In order to fulfill consumer needs and requirements,
marketers have to include different marketing functions in their strategies. Some of them are
described below:
Marketing Information System (MIS): It is a management information system in
which all critical information about marketing is stored, gathers, analyzed and distributed to
managers. This help marketers to design perfect market plans according to information provided
to them. This system also helps company to record and maintain their past and present record of
company.
Distribution: It is the most important function of a company as this will ensure timely
available of products and services to customers (Brady, 2014). Distribution involves different
channels through which they facilitate their supply of goods. In marketing, goods can be
distributed using two main channels and they are: Direct distribution: This refers to direct selling of products to customers by manufactures
without involving any middlemen and intermediaries. This type of channel is also known
as zero level channel. Example are: retail outlets, mail order selling, internet selling, and
direct selling.
 Indirect distribution: In this manufactures involves middlemen and intermediaries to
move their goods form production place to the customers or market. Some types are
described below:
One level channel: In this, intermediaries are involved. Manufactures sell their goods
directly to retailers rather than selling it to agents or whole sellers. This channel is mainly used
for selling expensive watches, FMCG products, etc.
Two level channel: In this manufactures sells their products to wholesaler and the
wholesaler in turn sell goods to a retailer and retailer to consumer. This channel is used to sell
soap, tea, salt, sugar, ghee, etc.

Three level channel: In this channel, agents are involved. Agents reduces the distance
between manufacturer and wholesaler. Big company takes the help of agents and appoint them in
different regions and sell their material to them.
Product management: This is an important function which deals with planning,
forecasting, marketing, designing of a product. It also manages all steps which are included in
the development of products (Durmaz, 2011). It also provide company with information about
products and their extended supply chain enterprise. Product managers are responsible for
making strategy, road map and decides the features of products, marketing, positioning,
forecasting and profit and loss. Cadbury manages all their product line effectively.
Pricing: It is a key function which determines market success and profitability of
company. No matter what type of product Cadbury sells, prices of products which are set by
company will directly impact the buying behavior of customers. Enterprise can set prices
according to buying habits and affordability of people. Economic prices will attract more
customers and this will increase more profits for company.
Promotion: These include different activities which are used by company to promote
their products in order to attract more and more customers. By organizing certain events and
making people aware about features of products can leads to increases in sales. They can use
different tool of promotions like: advertising, press release, sales promotion, public relation,
direct marketing, etc. Cadbury is proficient enough to use their promoting tools in efficient
manner ensuring maximum sales.
Selling: This function enables effective selling of products by customers. If people prefer
products made by company, then company will encounter increase in sales and is their products
is not preferred by customers then company will encounter loss (Marshal land Johnston, 2011).
Cadbury formulate their strategies and uses different techniques to increase their sales such as
advertising, promoting, launching events, pamphlet distributions, television ads, etc. Company
have strong distribution and supply chain which ensures timely availability of products to
customers.
Financing: This provides funds to the company to carry out all their business activities
smoothly. Company earn money by selling their products and services to customers. More the
selling of products more is the income and more is the profits to company. Sometime company

leads to shortage of funds at that time they can take help of many financial institutions which
provide necessary funding to company so that they can implement their innovations in practical.
Above are some critical marketing functions which are used by Cadbury while designing
their marketing plans. These functions basically give appropriate direction to markets to develop
their market plan in effective manner. Better the market plan, more will be the sales which
ultimately increases the profitability of company.
P2 How roles and responsibilities of marketing relate to organizational context.
There are many different departments in organization which works together in order to
complete business objectives and goals so that they can achieve desired success. Company
implement innovative procedures and plans with association of different departments in order to
timely accomplish their goals. Preparing effective marketing plans requires help by all
organisational departments (William and Jerome, 2012). If there is strong communication
between departments, company can execute effective strategies and achieve their objectives and
goals on timely basis. Cadbury mainly manufacture those goods which are preferred and liked by
the customers and are effective in distribution their goods on timely basis and marketing their
products. Following are roles and responsibilities of different functions of organisation:
Research and development department: Every organization should must have one
research and development department which should carry out all crucial research related to
customers like, dislikes, tastes, preferences, expectations, requirements, recent trends in
marketing, competitors, pricing, etc. Cadbury is a well reputed company so it has a separate
research and development department which carries out all necessary research and provide
associated department with critical information. Then these department formulates their
strategies and plans according to the research.
Customers services: Main aim of every organization is to provide best customer service
to their target clients and consumers. If their products and services are liked by the consumers,
they tend to prefer them over and over again and thus company build their loyal customers.
Organisation can make improves their services on regular interval to retain their customers.
Cadbury is effective in offering best services to customers at each time when they come in to
contact with them. More the satisfaction level, more will be the profits and revenues.
Production department: This plays an important role in developing and designing new
and innovative products for Cadbury (Nguyen and Simkin, 2012). They are mainly responsible

for preparing high quality products by considering all demands and requirements of customers so
that they can satisfy and retain them. They follows all steps which are necessary to carry out for
developing a new product. Managers try to implement innovative ideas in designing unique and
creative products so that customers can be attracted towards the products and buy them.
Consumers mainly buy different and creative products rather than buying non attractive
products. They can also give different and attractive offers with products which ultimately leads
to the sales of products. Department manager can make desired alterations in existing products
and re- launch it with modified characteristics (Silberschatz, Galvin and Gagne, 2014). They
should also ensure that they have recent technologies and manufacturing equipment with them.
Managers should ensure regular check up of quality of products and manage all their activities
with utmost precautions as customers health is directly related with their products.
Human resource department- This department is concerned with recruiting, hiring,
selecting, administering, managing, providing compensation and benefits, performance appraisal,
leaves and holidays, etc. They are responsible for hiring best and talented candidates for
company which have desired skills and knowledge to perform various business activities. HR
department have to focus on all activities which are going on in the organization and ensure
better working environment to employees so that they can perform their tasks with efficiency.
HR managers provide employees with all necessary requirements like raw materials for
production, appropriate procedures and processes, machinery, standards for operation, etc. They
should ensure that all activities should be carried out in such a manner so that company can
achieve their tasks as fast as possible.
Marketing Department: This departments is very crucial for Cadbury as they are
responsible for marketing their products and services in target market. Marketer formulate
marketing strategies in effective manner and also try to implement all marketing functions which
can encourage their sales. With strong marketing plan they can achieve high market share and
give tough competition to their rival teams. Marketer can also apply marketing mix in their plans
to increase its effectiveness and execute their activities according to that. Cadbury designs strong
marketing plans and due to that they have establish a good brand name in market. With the help
of marketing process, company can reach to their customers and connect with them and get to
know about their preferences and implement those in their plans (Askeland and Wright, 2013).
This help in creating good relationships with customers and they try to prefer them over other

competitors. Marketing help company to achieve short term as well as long term goals and
objectives of company and retain its position in market.
Finance department: Without this department, Cadbury will never be able to implement
their activities in practical, as this department provide appropriate funds to company to design
their activities according to funds available to them (Terpstra, Foley and Sarathy, 2012). They
also keep all records of every transactions, loss, profits, investments, etc of company to see
whether their company is in profit stage or loss stage. They manages their income efficiently to
avoid shortage of money. They plans various activities which can increase the cash inflow and
also encourages sales of company. HR manager can help finance department by providing them
with talented and skilled employees who have the desired skills and knowledge about managing
finances and have the ability to manage all activities and income of company.
Distribution department: This department ensures timely distribution of products and
services which are manufactured by company. Cadbury is one of the finest confectionery in the
world and operates in almost all countries. This is why company have strong distribution channel
which ensures that customers receive their products on time without any delay in service. So it is
great responsibility of distribution department to see which are most efficient channels for
distribution and from which channel customers can get their products on time and initiate their
distribution according to that.
Sales departments: This is an important department of company as it facilitates sales of
products and services of Cadbury. Sales managers formulate strategies in such a manner so that
they can increases their sales (Shaw, 2016). They uses different promotional and advertisements
tool to attract customers and make people aware about features of the products. Managers can
provide exciting offers to customers so that they can increase their sales and profits.
TASK 2
P3 Marketing mix to the marketing planning process
Company uses marketing mix in their marketing plans so that they can achieve their set
business goals and objectives. This concept increases the effectiveness of marketing plan and
gives proper direction to marketers to encourage their sales. They refer to different set of actions,
tactics, or techniques to promote their brand and products in target market. Their are 7Ps which

include price, place, product, promotion, people, physical evidence and process. Comparison
between Cadbury and Nestle 7P's which are discussed below:
7 P'S Cadbury Nestle
Product Cadbury is a well reputed and known
company and mainly deals in
manufacturing confectionery products.
They follows all production standards
which differentiate them form other
rival teams. They always design and
develop high quality products
according to preferences and desires of
customers (Papasolomou and
Melanthiou, 2012). This attracts
customers towards their products.
Company develop innovative products
so that they can seek the attention of
customers and they prefer them over
rival teams. They mainly manufacture
candies, chocolates, caramel, boosts,
etc. Their main is to provide quality
products to customers and make loyal
customers. They can achieve this by
regular improving their production and
marketing strategies in order to retain
consumers with the company.
Nestle is also a well known organisation
and a strong competitor of Cadbury. This
organisation mainly manufacture
beverages, milk products, different
dishes and other items. With the help of
these products, they have captured a
large number of customers. People prefer
Cadbury over Nestle and due this
competition, they are unable to increase
the number of loyal customers. Their
products have less impact on customers
as compared to Cadbury and have less
hold in market due to tough competitors.
This organisation produces high quality
products and try to establish a strong
hold in the markets and are trying their
best to attract customers towards their
products.
Price Cadbury is effective in formulating
economic and affordable prices which
is their key strengths and is the biggest
reason why the customers prefer them
first as compared to other rivals. They
Nestle also provide different ranges of
products to customers. But their
competitors are already present in the
market and this become difficult for
company to shift the attention of people

formulate pricing strategies according
to the customer's buying habit and
expenditure and set their product prices
according to that. This help company
to attract more and more consumers
towards their products. Company tries
to provide high quality products in
affordable prices. This is the reason as
they are ruling target markets.
towards their products. Cadbury is
successful in building loyal customers
which always prefer them form other
competitors. In order to overcome this,
Nestle try to make different changes and
alterations in their products and its
prices, which sometime leads to
undesirable losses to the company
(Więcek-Janka, 2015). They need to
focus on their quality as well as their
pricing and marketing strategies in order
to attract people.
Place Cadbury is a well known organisation
which provide unique products and
services all round the world. They have
many stores and industries in different
parts of the world which help company
to reach to their customers easily. It is
necessary for them to have strong
distribution channel so that they can
make products available to customers
worldwide. It help them to build loyal
and strong relation with consumers.
Managers can formulate effective
distribution strategies and find out the
best channel through which they can
make their products available to
customers on time.
Nestle also provide their products and
services in several countries but their
hold on the market is less as compared to
Cadbury. They have collaborations with
different organisation to increases its
market share. Their distribution channel
is also not strong and effective as
compared to Cadbury. They need to
make effective distribution plans so that
customers can get products on time.
Promotion Cadbury always uses different and
effective promotional tools which
Nestle does not uses appropriate
promoting tools to market their products.

impacts positive effect on their sales
and attract large number of customers
through their advertisements. With the
use of effective promotional
techniques, company can increase their
sales and also establish a good
reputation in the market (Lane, 2016).
They organises launch events in which
they introduce new products in market.
They also take help form known
celebrities for promoting their products
which impact a great effect on buying
of products by customers. Cadbury
uses different promotion tools like
internet promotion, paper marketing, e-
marketing and advertising through
social media. This results in building
appropriate relation with target
customers easily. Greater the impact of
promotion on customers, more will be
sales of products.
There are some products manufactured
by them are rarely known by customers.
This decreases the sales of those
products. This is the reason that they
don't have strong market hold and large
number of customers. They need to make
effective strategies to market their
products and should uses different
promoting tools in order to make
customers aware about their products.
People Cadbury is a well known company and
is a huge organisation. They employs
huge workforce who work hard to
achieve all set targets of company.
They are backbone of company and are
mainly responsible for company's
success. They manufacture high quality
products and designs according to
preferences of customers. This
encourages more sales by customers.
Where as Nestle does not employ large
number of workforce and do not operate
on such a large scale as compared to
Cadbury (Kahn, 2014). It is necessary for
HR department of Nestle company to
recruit highly talented and skilled
candidates which can improve the
condition of company and increases the
sales and profits.

Employees of Cadbury are talented and
highly skilled and are capable to
understand customers expectations.
Process Cadbury always uses standard
procedures and process in the
development of products and services
and they mainly focus on meeting all
quality standards which are crucial for
company as their products are directly
related to health of customers (Hauer,
2011). They also implement innovative
ideas in their processes and uses
advance technologies for
manufacturing goods. It enhances
productivity and increase profitability.
Nestle is not using unique and different
procedures and rely on traditional
methods for their production of goods
and services.
Physical
evidence
Cadbury always uses different kind of
methods and technologies. They use
blogging or social networking site to
get feedback of customers toward their
organisational services and products.
This help them to implement feedbacks
to improve their products and re-launch
it in the market with modified
characters.
Nestle not uses such methods to provide
effective service to customers. This the
only reason that they are not able to
understand their customers demand and
fails to produce effective goods as well
as services.
TASK 3
P4 Marketing Plan
The marketing plan of Cadbury is designed as follows :
Background of venture

This is one of the famous organisation in United Kingdom which is dealing with
confectionery items. It was set up by John Cadbury in the year of 1824 at UK.
Vision , mission and objectives of Cadbury
The main vision of referred firm is to develop themselves as lovable brand and people
love to buy their chocolates in huge amounts (Khan, 2014). On the other hand, the mission is to
deliver quality based commodities to all consumers so as to quench them at greater level. This is
to noted that the key objective of venture is to do increment in entire or gross revenue around 4
percent in two year. In addition to this, they wish to invest more funds on promotional activities
in upcoming time frame i.e. approx. 5 %.
SWOT analysis
Strength : The continuous evolution in merchandises or services by considering quality
in the same is treated as one of the main strength of Cadbury. Additionally, it is working
internationally in over fifty nations and are also including strong manpower of nearly 71,658
employees.
Threats & Weakness : Numerous of other firms are catering identical products which is
reducing its customer base in drastic manner. For example, Wrigley/Hershey and Mars are
giving powerful competition to them.
Opportunity : Company can enlarge their businesses in different another places such
South Africa, India and increase their selling rate.
Goals and objectives of Cadbury : The primary goal & objective company is to earn high
amount of turnovers so that they could spend similar revenue in entering to other marketplace.
Apart from that, they intent to offer best quality services to expected users.
STP strategy
Segmentation : This technique could be utilised by Cadbury in segmenting whole
population into groups so as to supply merchandises as per their demands and preferences. It is
mainly done on the ground of ages, perception of individual, sex, living style, level of income,
etc.
Targeting : According to this method, referred organisation may easily target people on
the basis of their geographic locations, demographics & physiology.
Positioning : This is nothing but the means of improving contentment amongst civilians
by serving them in accordance to their demands; thus making strong position in-front of expected

consumers. This can be done by making optimistic brand imagining among them (Akroush,
2011).
Competitive analysis : It aids in knowing about the establishing situation or degree of
rivalry in market place. Afterwards, Cadbury can determine weaknesses in their deliverables and
make improvement in the same. Finally cater it to every citizens and earn competitive
advantages by making proper strategies.
Marketing budgets : It is essential to build proper budgets so as to determine about how
much amount would be invested in specific sector. The budgetary plan of mentioned venture is
presented below :
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 6000 6000 14000 13000 12000
Investment of finds 13000 25000 34000 11000
Net Total 6000 19000 39000 47000 23000
Types of marketing
Promotion activities 4000 6000 5000 8000 9000
Advertisement or
publicity of Cadbury 10000 11000 14000 13000 16000
Direct selling activities 2000 5000 3000 5000 7000

Grand Total 22000 41000 61000 73000 55000
Implementation : In next phase, above discussed plans of action should be executed in
correct way so that company can effectively formulate a suitable marketing scheme. This assist
in attaining predetermined aims as well as objectives. Apart from this, some of the changes or
modifications ought to be done by manager of Cadbury as per the current circumstances of
marketplace.
Evaluation : This is considered as last but not least step whereby management team have
to examine entire merchandising scheme in order to insure its effectiveness and correctness. If
any error or fault is noticed during similar time frame then it must be eliminated as soon as
possible. This as a result supports in setting appropriate business plan. Through this, Cadbury
could take next action and try to seek attention of huge quantity of consumers.
CONCLUSION
As per the above report it has been concluded that, marketing is an essential activity
which should be carried out properly to ensure more profits and revenues in flowing to company.
Proper research should be done prior preparing marketing strategies to ensure effective
marketing. This help company to attract large number of customers towards their products and
services. Cadbury company is one of the finest confectionery and have a strong hold in the
market. They are successful in satisfying their customers with their products and have build
strong relations with them. Every department of Cadbury have important functions in
successfully launching and marketing the products and it is necessary to have strong
communication between them. They all work together to accomplish desired objectives of
company. Marketing managers implement different marketing functions to increase the
effectiveness of their marketing plans. They also apply 7P's of marketing mix in their plans.
Managers ensure that their distribution channel is strong and customer receive products on time.
Cadbury is implementing all necessary tools and techniques to promote their products and
maintain its position in market.

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