Marketing Essentials Report: Cadbury, Competitors, and Strategy

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing principles and then delves into the key roles and responsibilities of the marketing function within an organization, including market research, promotion, and sales. The report also explores the interrelationship between the marketing department and other departments such as Human Resources, Finance, and Production, highlighting how these departments collaborate to achieve organizational goals. A significant portion of the report is dedicated to comparing the marketing mix of Cadbury with that of its competitor, Nestle, examining product offerings, pricing strategies, distribution channels, and promotional activities. Finally, the report presents a detailed marketing plan specifically for Cadbury, summarizing the company's approach to the market.

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function............................................................3
P2. Interrelationship of marketing unit with different department of organisations....................5
TASK 2............................................................................................................................................6
P3. Comparison between the marketing mix of two organisations..............................................6
TASK 3............................................................................................................................................9
P4. Marketing plan of Cadbury....................................................................................................9
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Marketing refers to combination of various functions which mainly focus on developing
relationship with customers by communicating as well as delivering services and products. These
are generally based on need and demand of customers which help company attracting customers
in high ration in order to gain maximum profit. This is mainly used by an organization in order to
promote their products and services in effective way so that customers get encouraged to
purchased products and services (Baker and Magnini, 2016). Organization which is taken for this
assignment is Cadbury that is established in year 1824 by John Cadbury. Its headquarter is in
West London, United Kingdom. They provide variety of products such as chocolates, bars,
beverages and many more. Topics covered in this report are evaluation of role as well as
responsibilities of marketing function within a workplace and it also explain interrelation among
marketing department and other different units of a company. Along with this it includes
difference among marketing mix of major two companies and it also contain marketing plan of
respective company.
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing refers to set of activities or function which is adopted by a company in order to
develop presence at a marketplace by promoting their products and services in effective manner.
The main of company for conducting marketing is to develop products and services according to
customers so that they can encourage to purchased particular products or services (Campbell,
Martin and Fabos, 2018). This aim of Cadbury can be accomplished of they adopt various which
are given below in order to attain goal:-
 They must analysis and evaluate current opportunities which are present in a target
market; this will help in identifying need and requirement of customers in appropriate
manner.
 After this respective company must select appropriate target or potential customers,
according to which products as well as services are develop and going to offer by
company.

 After this respective company will identify as well as design marketing mix strategies
which help firm in developing and offering appropriate products according to customers
requirement.
 Last step is to adopt or execute plan which is develop by a company in order to serve
society. For this they conduct promotion as well as advertising activities.
Marketing plays an essential role in order to attract and engage customers towards
products and services so that they purchase it in effective manner. It also include step which are
based on need as well as demand of customers by which thy able to fulfill it in effective manner
(Cavusgil and et. al., 2014). Along with this in it marketing department plays an essential role
because they conduct analysis as well as evaluation which help company in developing products
accordingly in effective manner. Some of the major role and responsibilities of marketing
manager is given below:-
 Marketing information management: It is also consider as market research which is
conduct by a company in order to know need as well as demand of a customers. An
organization also conducts analysis so that they can find or identify their target potential
customers for which they are developing strategies, plans, products and services. In
respect of Cadbury, marketing department able to identify innovation as well as creativity
which help respective company in attaining their goal and objective in effective manner.
Along with this, by innovative products respective company able to attract more and
more customers as well as gain competitive advancement in effective as well as efficient
way. So by analysis or adopting respective company decide to launch new flavor of
chocolates so that they able to attract more and more customers.
 Promotion: It refers to activities in which a company develops as well as adopts various
activities which help a firm in attracting more and more customers. For this company
may use promotion techniques which attractive and according to need. It can be done
through various sources such as social media, digital media, print media and many more.
In respect of Cadbury they adopt almost all sources of promotions such as television,
radio, social media, websites, blogs, pop up and many more (Hair and et. al., 2015).
Through this respective company able to attract more and more customers so that they
can sell out products in huge ratio and many more. Along with this by adopting social as

well as digital media respective company able to attract more customer and more
customers base in order to attain goal and objectives.
 Selling: It refers to activities which is conducting by a company in order to sale their
products and services to their potential customers. By this company able to gain more and
more profit as well as customers base (Kladou and et. al., 2016). Marketing department of
Cadbury conduct market analysis so that they can identify appropriate marketing and
selling process which attract customers at a huge ratio. Along with this they also take care
of availability of stock in order to fulfill need and demand of customers in effective as
well as efficient manner.
Above mentioned role and responsibility of marketing department of Cadbury which help
them in attaining goal and objectives in effective and appropriate manner.
P2. Interrelationship of marketing unit with different department of organisations
In an organization marketing department play an essential role such as develop products
and services, attracting customers, promote products and services through advertising and many
more. They also help other department in conducting their task or activities in effective as well
as efficient manner. This is so because each and every department of a company are interrelated
towards each other and they also conduct work in team by which company able to attain goal as
well as objective (Lane, 2015). In respect of Cadbury their marketing department in attracting
potential customers. Along with this they also conduct work with other departments, which
explanation is given below:-
 Marketing and Human resource department: - Human resource department conduct
various work relate to handling and managing resources within a workplace. These are
done by various activities such as requiting skilled employees, train them, and provide
resources and many more. But human resource department and marketing department of
Cadbury are interrelated with each other because such as if respective department need to
hire some candidates for vacant position. Then they will ask to marketing department to
do advertising and promotion of requirement so that they able to gain number of good
candidates which help HR department in finding appropriate candidate for vacant
position.

 Marketing and Finance department: - Finance department of a company conduct work
which are related to planning, organizaing, auditing and control as well as monitor funds.
In an organization financial department is responsible for fulfilling need and requirement
of money or capital of other departments in order to conduct work in effective and
appropriate manner. In context of financial department they develop budget according to
requirement and need of other department. Such as in respective company marketing
department required money for conduct their activities like advertising they have to ask
form financial department. This is so because they generally develop appropriate budget
when can be invested by a company in a particular year for attainment of their goal as
well as objective
 Marketing and Production department: - Production department refers to that section
of an organization which conduct activities related to manufacturing as well as
development of products and services in effective manner. In respect of marketing
department they conduct analysis as well as evaluation by this production department
able to know exact need and demand of customers which help in attainment of goal and
objective in effective manner (Lane, 2015). Along with this through marketing
department production also able to know about their potential customers which help them
in developing product and services in respective manner in order to fulfill their need and
demand. In context of respective company their marketing department conducts analysis
in order to identify potential and target customers as well as their need and demand which
help Cadbury in attaining their goal and objective in effective manner by fulfilling need
of customers in effective manner.
From above mentioned point it can be clear that all the department within an organization are
inter connected with each other which help each other in attaining and accomplishing their work
in effective and appropriate manner.
TASK 2
P3. Comparison between the marketing mix of two organisations
Marketing mix is defined as the set of activities and tasks that are followed by a company
for promoting the brand of company and increasing its market share (Baker and Magnini, 2016).
The marketing mix is a foundation model and this marketing mix is a set of marketing tools

which are used by a firm for achieving the objectives in target market. Marketing is all about
formulating strategies and advertising product or services effectively to target customers and
market. The marketing planning process suggests appropriate marketing strategy and tactics to
implement in promotion and advertisement effectively. Every organisation uses marketing mix
for achieving success in market and implication method of each company is different. A
marketing mix consists of seven components that are product, price, place, promotion, process,
people and physical evidence. Marketing mix of Cadbury is different from other organisation
which deals in same category. This is the main cause of Cadbury’s success.
Components Cadbury Nestle
Product Cadbury is a well-known brand
belongs to beverages sector and offer
product in various categories such as
chocolate, biscuits, milk additives etc.
In chocolates it includes brands like
Dairy milk, five star, Cadbury eclairs,
Bourneville and Perk (Purvis, 2015).
Biscuits it offers under the brand name
Oreo and in milk additives it offers
Bernita.
Nestle is also one of the biggest
competitors of Cadbury which deals in
four product categories. It includes
Beverages in which it offers coffee
under the brand name of Nescafe; Milk
products which includes Nestle slim,
Nestle milk maid; cooking aids such as
Maggi noodles, pasta, sauce and in
chocolates it offer KitKat, Munch,
Milky bar, polo etc.
Price Cadbury decide its prices according to
its category and quality of products.
The price of chocolates like
Bourneville is relatively higher as
compare to other chocolates like five
star and Perk which is decided to cater
the need of different segments. Apart
from this it also offers its product in
different sizes so that need of each
Price of Nestle product is decided
according to the quality of product. For
instance, Nescafe Coffee are relatively
higher in its price as compare to other
competitors. But the quality and taste of
coffee attract customers to buy it at any
cost.

segment can be met effectively.
Place Cadbury offer its product in more than
200 countries all over the world which
is possible only because of its effective
distribution channel. Its products are
available to both urban as well as rural
areas.
Majority of revenue generated by
company is through European countries.
Nestle product are transferred from
factories to warehouses where they are
stored and then send to retailers to make
them available to customers. Maggie and
Nescafe is high demanded product but
major challenge faced by company is in
chocolate segment due to huge
competition present in market.
Promotion Cadbury uses wide range of
promotional tools for promoting its
products which includes TV
commercials, online, radio, posters,
newspapers etc (Kladou, S., and et. al.,
2016). But apart from this company
uses some tag-lines which attach
values to its products.
Nestle uses different sources and
methods to promote its products like
billboards, newspapers, TV
commercials, posters etc. But in addition
to this it uses a unique method of
promotion like they promote their
products in market with some tune
which support in creating brand
recognition among market.
Process After Cadbury provide training to their
employees working in its factory so
that they production of goods in bulk
at factory these products are
transferred to wholesalers where
product is stored in bulk (Scarborough,
2016). These bulks are break down
according to the requirement and then
send to retailers which then purchased
Nestle adopt customer oriented services
in which they provide after sale services
where customers can communicate with
customer-care employees in order to
share their issues related to product.

by end consumers.
People Can use ingredients effectively (Lane,
2015). This help company in
manufacturing quality products.
Nestle maintain skilled employees by
providing them training to handle
queries so that they can provide better
customers services.
Physical
evidence
Cadbury's products are generally
available at retailer stores where
company pay extra amount to retailers
for displaying their products in front of
the store according to product size.
Apart from this various poster related
to product and its offer attract the
attention of customers toward
products.
Nestle established their cafes at different
places and is more focused toward
creating better ambience. These cafes
have well managed sitting arrangements,
vending machines, logo on their wall
and uniform of worker these all factors
contribute to create a better physical
environment for customers.
TASK 3
P4. Marketing plan of Cadbury
Marketing plan is defined as a comprehensive document that consists of overall
marketing effort that will be performed in a company in upcoming year (Campbell, Martin and
Fabos, 2018). A marketing plan is made to predict and estimate whether new product launched
by company will make profits for company or not. It depicts about the actions to be taken by
company for implementing an effective marketing strategy. It describes about resources
required to accomplish the organisational goals and objectives. The steps included in marketing
plan are described below:
 Company overview: - Cadbury is a British multinational confectionery company which
is headquartered in Bridge, West London. It deals in variety of product such as chocolate
candy, chocolate bars, biscuits, milk additives etc. It is known for its chocolate
productions and distributes its products in more than 200 countries around the world.

 Vision & mission: - The vision of Cadbury is to work together for creating a brand
which people love. Its mission is to offer products to customer with tempting and
exquisite taste which is simply irresistible.
 Objective: - The Objective of Cadbury is to extend its product category by launching a
new product i.e. dairy milk chocolate with raisins. Cadbury is required to adopt SMART
objectives in order to achieve success in marketplace by launching this product which is
specific, measurable, attainable, realistic and time bound. Objective of Cadbury is to
capture 25% of market share by the end of year 2020.
 STP approach: - Segmentation: - It refers to the process of dividing the group of
people into categories according to homogeneity in their taste and preferences (Hair Jr,
and et. al., 2015). This help in exerting marketing efforts on customers according to their
needs and want. Cadbury segment its customers in two categories demographic and
behavioural.
Targeting: - It refers to the process of breaking market into segments and then concentrating
whole marketing efforts over that group. Cadbury use to target children from age between 5 to
15 but now it stretched its target group from child to infinite age group.
Positioning: - It refers to the process of positioning image of product in mind of customers which
is done with the help of promotion. Cadbury position itself as a best accompaniment of every
occasion.
SWOT Analysis: -
It refers to an analytical tool that is used by a company in order to identify the strength
and opportunities that support in achieving higher success at marketplace. On the other hand, it
also identifies weakness and threats that a company require to work over in order to improve
their performance and position at workplace. Following table shows the SWOT analysis of
Cadbury: -
Strength Weakness
 Higher brand recognition in  Controversies regarding advertisements

marketplace support company to
achieve leadership in market.
 Creative and appealing commercials is
also the biggest advantage of company
(Cavusgil, and et. al., 2014).
 Brand loyalty which is the greatest
advantage that make customers to
prefer Cadbury over other brands.
and worms in chocolate affected the
company's image.
 Rising awareness of health
consciousness reduces the market of
chocolates.
 There are differences in plans and
policies which are adopted by firms and
it results in making and guiding the best
and the important factor in order to
ensure that there is effective
development of the plans and policies
which are linked with the operations of
the project.
Opportunities Threat
 Company can increase distribution of
its product in rural areas.
 Diversification of product by adding
other food items.
 Addition of more flavour to its market
in order to approach untapped market.
 Increase in cost of transportation and
distribution also raised up the cost of
company which is cutting up the profit
of company.
 Increasing competitors in market place
with similar product at relatively low
prices.
 Substitutes present in marketplace in
one of the major threat to Cadbury.

CONCLUSION
It has been analyzed from the above report that marketing is an important function of any
organization. Marketing helps in spreading awareness of product among customers and people.
This department cannot function alone that is why other departments help marketing
management to promote and advertise products and services of the organization. Marketing mix
is an analysis done by marketers before launching a new product in the market as it helps in
enhancing the value of product and service. This marketing mix consists 4 P’s- Product, Price,
Place and Promotion.