Report on Marketing Essentials: Cadbury's Strategies and Mix

This report provides an in-depth analysis of Cadbury's marketing essentials. It begins with an introduction to marketing and then explores Cadbury's different marketing processes, including situation analysis, marketing strategy development, marketing mix decisions, and implementation and control. The report also outlines the roles and responsibilities of a marketing manager at Cadbury, highlighting the importance of market research, marketing strategy development, and customer relationship management. Furthermore, it examines how marketing influences and interrelates with other functional departments within Cadbury, such as information technology, human resources, customer support, and operations management. The report emphasizes the importance of marketing in Cadbury's overall success, including strategic marketing activities and consumer need creation. A comparison of the marketing mixes of Cadbury and Nestle is also provided, focusing on product, price, place, and promotion strategies. The report concludes by discussing the significance of effective interrelationships between functional departments within a business and how Cadbury can leverage these relationships to achieve its marketing objectives.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
1.......................................................................................................................................................1
Introduction to Marketing...........................................................................................................1
2.......................................................................................................................................................1
Different marketing processes of Cadbury.................................................................................1
3........................................................................................................................................................3
Role and Responsibilities of marketing manager........................................................................3
4........................................................................................................................................................3
Marketing influences and interrelates with other functional departments .................................3
5........................................................................................................................................................4
Importance of the marketing role at Cadbury.............................................................................4
6........................................................................................................................................................5
Significance of having effective interrelationship between functional departments..................5
7........................................................................................................................................................6
Comparing marketing mix of Cadbury and Nestle.....................................................................6
8........................................................................................................................................................8
Marketing planning for Cadbury.................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Marketing is the management process, activity and process of a company for creation,
communication, delivering and exchanging products and services which have value for
customers, clients, partners and society. It helps a firm to increase sales, stand out in the market
or economy, and compete with competitors (Simonson and et.al 2014). This is an important tool
in the modern business era and organizations have understood the importance of customer
relationships and are trying to get an innovative approach towards marketing strategy in
business. This report focuses on the essentials of marketing, its principles in an organization
which is a part of modern globalization. It describes the role of marketing with its functions,
relations with other processes of a business, applications of 7p's marketing mix in the company
for achieving goals and objectives. This project develops or analyses the importance and
responsibilities of marketing plan for Cadbury.
1
Introduction to Marketing
Marketing is the process or department of an organization which enables the management
to communicate and associate with the macro environment which includes customers, clients,
suppliers and other partners of business. Cadbury follows this function which enables them in the
achievement of targets and aim connected to other departments. Promotion, advertising, and
marketing research are marketing functions and roles which assist in the identification of recent
trends and customer demands or interests (Irfan and et.al 2014). A good marketing strategy
helps a firm to gain competitive advantage by standing itself in the market and to make necessary
growth decisions for the company.
Current trends of marketing includes mobile marketing, social media marketing, online
marketing, voice optimized content, etc. which is on a rise. With this rise in technological
advancements and current trends, it can be concluded that future of marketing will be fully based
on the technology.
2
Different marketing processes of Cadbury
Process of marketing handles the operations of a business efficiently and effectively and
aims at promoting their products or services in market. Cadbury is a leading and world's second
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largest confectionery brand operating in over 60 countries. Their objective is to deliver better
shareowner returns with the vision of being the biggest and the best confectionery brand.
They have the responsibility of planning a new strategy for growth and development
through increased innovation in sales and marketing (Murshid and et.al 2016) . This is based on
certain other factors like strength of its brands, position in market and greater exposure in
growing segments and markets. The different types of processes are the following:
Situation Analysis- Cadbury conducts proper investigation of situation where it identifies
opportunities for satisfaction of customers. In addition to this, identification of dissatisfied
customer needs the firm should also understand its capabilities and environment in which it
operates. This is the analysis of external and internal factors (macro and micro environmental
factors) which affects Cadbury’s operations. This analysis includes past, present and future
aspects and trends to outline the present state of a condition in order to forecast them.
This assists in reducing the chance of spending for a financial year and bringing a
product to market for meeting existing needs. This uncover the space between customer's wants
and what is currently offered to them which provides possibility of introducing better and
suitable products to make them satisfied.
Marketing Strategy- After identifying the best opportunity to satisfy needs of customers,
a strategic plan can be developed to achieve it. Specific market information can be attained with
a proper market research that will allow Cadbury in selecting its target market segmentation and
positioning offering within that segment optimally. It then involves the following:
 Segmentation
 Targeting
 Positioning
 Value proposition to target market
Marketing Mix Decisions- For controlling the parameters of marketing mix, detailed
tactical decisions must be made by Cadbury that includes:
 Development of product- designing, specifying, and producing
 Pricing decisions
 Contacts distribution
 Development of promotional campaign
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Implementation and Control- After the development of marketing plan and launching of
the product, this process is used to monitor and evaluate closely for making any changes or
considerations (.Singh and et.al 2017). There should be a close monitoring of efforts of
processes as market changes due to which marketing mix needs an adjustment. The process does
not end with implementation as continuous monitoring and adjustment is a must to fulfil
customer needs for longer term.
3
Role and Responsibilities of marketing manager
Marketing manager of Cadbury focuses mainly on the application and management of
operations. The firm uses different sources to promote their product in market. They provide
improved services to their customers so it requires Cadbury to change their strategies and
planning. Some essential roles and responsibilities of manager to handle the business activities in
proper manner as follows:
Conduct Market research- Marketing managers must carry out research on the market to
get a clear understanding of needs of customers of Cadbury. These analysis or studies enable
them in identifying new opportunities in the market- in creating a niche for its services and
products. It also helps them in understanding about the rivals or competitors to Cadbury so that it
can develop superior commodities and enhance marketing techniques.
Develop The Marketing strategy- Marketing managers of Cadbury needs to develop
strategies of marketing (Kotler, P., 2005). It shows clearly how the firm is promoting its products
and services with an objective of increased sales and maintenance of competitive advantages
over its rivals.
Customer Relationship Management- The marketing manager of Cadbury maintains a
healthy relation with its customers. They help in creating a good client satisfaction survey by
collecting information from organization's customer database and share it with employees and
higher officials to ensure excellent service maintaining long-term relationships.
4.
Marketing influences and interrelates with other functional departments
According to Peter Drucker, Marketing is the business philosophy where the existence of
any business is depended on satisfaction of the customer needs and wants.
3

The marketing team of Cadbury promotes its products with efficient planning thereby
influencing other functional departments in several effective ways. They are as follows:
Information technology- Cadbury's marketing team develops new market strategies and
plans for development such as dynamic website. This helps direct customer interaction with
products and firm making it easy to determine the information of new product. Technological
advancements and advertisement both are useful for promotions and sharing the product through
IT.
Human resource- Cadbury has an effective marketing team that can handle the
company's effectively (Bradley, F., 2001). They helps human resource management by
providing advertisement on the internet regarding vacancies.
Customer support- Cadbury performs many effective customer service activities, tele
marketing, etc. Customer support team handles customer queries and solve their issues with the
objective of giving best customer service and implement impressive marketing strategies and
planning.
Operations / Production management- This department of Cadbury researches on
growth and development and also controls the production activities by analysing requirement of
market and produces quality items.
5.
Importance of the marketing role at Cadbury
Marketing is the managerial process by which Cadbury determines its best available
opportunities in market with provided objectives and resources. This function or department
emphasis on customer satisfaction for gaining loyal and potential customers. The role of
Cadbury's marketing is to Understand economic and competition factors, Target market
identification, Segmentation of the market, Choosing the best strategy, New product
development, and Analysing customer's brand experience (Wang and et.al 2004). There are
some marketing roles and objective in Cadbury as follows:
Strategic Marketing- It includes certain activities like: Determination of need for a product through researching on consumers, observing and
measuring sales of similar goods in the market.
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 Creating new commodity or modification of existing to match or as per the consumer
needs.
 Creation of marketing campaigns and ensuring customer relationship through after sale
feedbacks and loyalty programs
Consumer Need- Marketing also helps in creating needs of customers by understanding
Cadbury's potential clients. It can be done through a creation of awareness of a commodity and
desirability of owning that good. Demonstrating scarcity, Developing bond between products
and consumer, Social media interaction are some ways to create awareness.
6.
Significance of having effective interrelationship between functional departments
Business environment is defined by several changes and innovations so it is important for
an organization regardless of its size, to create interrelationships between its functional business
departments. Developing such a plan would need communication with other functional areas of
the organization. While delivering the corporate plan there may be some conflicts between
functional departments. The best way to create action program in an organization to allow
business functions to share information and collaborate it with one another (Wang and et.al
2004). This should be implemented from top level executives in order to flow this throughout the
company and take effect. The traditional hierarchy model is less effective for many companies as
it separates functions of business and prevents the creation of interrelationship among
departments. Many organizations are now following this strategy of creating inter-departmental
communication and combination to improve efficiency of marketing methods.
Operations management- Marketing department needs to closely work with this section
to ensure:
 Satisfy the customer at present and in future by planning adequate researches and
development
 Products can be produced according to the design and quality specifications laid
down by consumer
Marketing will set some point that may expand the capabilities of production
departments. They want to market the products soon as possible to ensure competitive
advantage.
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7.
Comparing marketing mix of Cadbury and Nestle
Cadbury utilizes an extended marketing mix in its organization for achieving goals and
objectives and the process are as follows:
Particulars Cadbury Nestle
Product Cadbury being the world's
leading brand offers a variety
of confectioneries and
customers are attracted to it
because of its quality and taste.
Demand is increasing in most
countries which makes them
plan to serve better products in
the market(Raboca and et.al
2009). The products which
Cadbury delivers are up to the
needs and wants of the clients
and are able to satisfy them.
Nestle offers a wide product
mix that includes food,
nutrition and health
commodities to meet the
customer needs. They are
famous for their product
quality and taste. It makes sure
that all commodities have
special features to make it
attractive.
Price Cadbury's products and
services provides a value for
money experience to the
consumer. Being an important
strategy Cadbury is able to
represent worth to customer
and is also able to compete
with the competitors with
better offer.
Nestle's pricing scheme is
based on the quality of its
products. Price of competitor's
products are less expensive
compared to nestle
commodities. They follow a
competitive pricing strategy in
segment of chocolate which is
similar to Cadbury's products.
Thus Nestle's marketing mix
pricing is depended upon
competitor, product, quality
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etc.
Place The availability of Cadbury's
products is easier for a
customer to reach and
consume. As it is having
stores, supply, retail,
wholesale and production in
over 60 countries making this
easy and approachable (Fill
and et.al . 2016). It is also
improving its services and
planning to new areas where it
can open stores and establish
their presence.
Nestle's 90 percent sales and
revenues come from European
countries. Consumers can buy
the products from retailers.
They provide discounts and
tactics to keep the distribution
channels busy. Thus
distributors can avail
deductions in price on stronger
products and the main
challenge comes in the
chocolates as there are strong
players in the market.
Promotion Cadbury follows many sources
to promote and advertise their
products in market like
advertisements, online
channels, sales promotion,
social media ads etc. They are
focused on advertising and
publicity and holds a better
reputation along with good
brand value.
Nestle have unique ideas of
marketing to brand their
products. It focuses on
extensive advertising and
marketing for its individual
products. They have always
pushed their commodity to the
consumers at the same time
focussing on quality and
nutritional values.
People The role played by people in
establishing a brand are crucial
as they are involved directly in
the recognition of it in market
and it should be realized by the
Nestle have created a good
impression in the minds of
many mothers as they provide
quality and nutritional
products without any
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consumer's. Cadbury mainly
targets young generation and
children mainly than elders or
adults.
compromise. The customers of
Nestle has a trust on the
products making it lead in the
market through people.
Process Cadbury keeps a record of all
processes it performs like
methods and programs are
provided to keep an evidence
of services rendered are
helpful to the customers or not
and whether they are informed
or not.
Nestle is a highly customer
focused brand. Where it tries
to ensure the safety of people
by delivering quality products.
They
Physical Evidence Cadbury keeps a record of all
experiences which it gets by
physical questioning, buying
behaviour of customers and
provides guidelines to them
regarding the commodities that
they are purchasing at the
same time providing brochures
and pamphlets.
Nestle focuses more on
customer satisfaction as it tries
render better customer service
by providing health
informations and nutritional
benefit informations along
with the commodities.
8.
Marketing planning for Cadbury
Cadbury has several optimistic and pessimistic aspects in its business operations and
process. Marketing strategies and planning are important for an organisation in achieving targets
to develop brand values in the market (Graca and et.al 2015). This is also helpful in growing
their class in the economy through an effective method.
Analysis of the market- Cadbury being a confectionery business has always been a
market and consumer focused organization and deals its customers in a better way. It conducts
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continuous market research and studies to avail current market trends, future markets and to
determine the positioning of its brands or products.
Setting marketing objectives- To attain growth, Cadbury performs several marketing
programs for its brand and each process is accompanied with a specific marketing plan. It has
clearly defined objectives for the team of project to deliver.
Establishing the Strategies and Tactics- Market plan will include several tactics and
strategies based on the analysis of market and set objectives which will be essential in rendering
the wanted output or results.
Developing action plans- Cadbury's key philosophies is making things happen. Every
marketing plan has specific actions to be implemented by a responsible individual and within set
time targets.
Monitoring Progress- Every plan of marketing is monitored in Cadbury by the
management team of strategic business units to track the progress of plan, as well as to make
necessary modifications.
Resource and financial management- After a marketing plan gets approved by the
senior management team of Cadbury, then the necessary resources will be provided to deliver
objectives set in the program. It also provides appropriate financial budget for the project to
deliver the goals set in the design.
Measuring success- Cadbury continuously measures the level of prosperity of each
marketing projects and compares the output with the results achieved and objectives set in the
marketing plan.
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SWOT Analysis
Strength Weakness Opportunity Threats
Cadbury being a
strong brand name
makes it popular
among the consumers
and gains loyalty of
clients.
Cadbury faced many
problems with
advertisement and
worms got world fame
and caused damage to
the brand's reputation.
It needs enhancement
in its market thereby
making their system of
distribution more
effective to approach
rural areas.
The people are more
conscious about health
and are feeling
unwilling to consume
or buy these products.
It is a parent brand of
Kraft foods which is
the favourite company
for many users
(Kumar, 2015).
Several complaints
were received about its
products which stained
the image of the brand.
Cadbury should
encourage competition
in the food industry.
They has to buy raw
material at higher
rates.
It offers a variety of
products which is most
popular and demanded
premium quality
brand.
It should provide
diverse products in the
food market.
Inflation has to be
faced by the brand
which will affect the
sale of its products.
Strong and effective
R&D department has
made several
innovation in its food
Cadbury must move
into new markets and
provide its
commodities to other
clients.
Competitors working
in the market can be a
threat for the food
brand.
PESTLE Analysis
Political factors- Being a confectionery brand political influences are less on the
business of Cadbury as chocolates, gums and candies are established consumer products and are
available everywhere. No forces restricts consumer from purchasing these products. In UK,
Cadbury businesses have no political impact.
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