Marketing Essentials Report: Cadbury's Strategies and Interrelations

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the roles and responsibilities of the marketing function. It explores market distribution, market research, branding, promoting, selling, product designing and pricing. The report also examines the inter-relationship of marketing with other functional units, including human resources, finance, research and development, and production. Furthermore, it discusses how Cadbury applies marketing mix tactics and evaluates its basic marketing plan. The report highlights how marketing contributes to Cadbury's growth and profitability by increasing sales, creating brand value, and satisfying consumer needs and demands. The report also analyzes the importance of coordinating marketing efforts with other departments to ensure efficiency and achieve organizational goals. This report offers valuable insights into Cadbury's marketing approach and strategies.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1Roles and responsibilities of marketing function....................................................................1
P2. Inter-relationship of marketing with other functional units..................................................4
LO2..................................................................................................................................................6
P3. Ways in which different organization applies marketing mix tactics...................................6
LO3..................................................................................................................................................6
P4. Evaluation of basic marketing plan.......................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be defined as a process which can be used by organizations to promote their
products, goods and services. This aspect also helps them in creating relationship with
customers. It can help firm in satisfying consumers and making customers aware about the
products and services which they are dealing in. This process includes advertising, selling and
promoting the goods. It assists firm in creating a want by the consumers for products. The main
focus in this process is promotion of products which can be done by organization through
various means like brand endorsements, advertising, public shows and many more. Present study
will lay emphasis on Cadbury. Cadbury Schweppes, is a British multinational confectionery
company wholly owned by Mondelez International since 2010.
It is the second largest confectionery brand in the world after Mars. It is known for its Dairy
Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products.
Company is serving their business in more than about 50 countries. Cadbury is selling its
products in places like India, USA, Russia, Germany and many more. It is known as one of the
most popular British Brand. The brand value of company is very high in Britain. Present study
will lay emphasis on roles and responsibilities on marketing function. It will also highlight the
relationship of marketing with other functional units. Report will also lay emphasis on the
different factors of marketing mix. It will also represent marketing plan of selected organization.
LO1
P1Roles and responsibilities of marketing function
In order to grow and increase profitability the organizations have to promote their
products. This can be done by them through marketing. Also there are various roles and
responsibilities of marketing functions which they need to perform. This includes the following:
Market distribution- Distribution basically means where the firm wants to sold out its
products and who will be their targeted consumers. It is one of the most important function of
marketing. It is the process of making the goods and services available to the ultimate customers.
Cadbury will make use of market distribution in order to reach out the consumers and increase
their profitability (Armstrong and et.al., 2018). In this marketing has the role and responsibility
to find out the channels which will help them in massive distribution of products and services.
The various intermediaries which can be involve in distribution of goods can be wholesaler,
retailers, agent and jobber. Cadbury can make use of supermarkets, malls, cafeterias, outlets and
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vendor shops. to sold out their variety of chocolates and wafers. This will help them in reaching
out the ultimate consumers. This massive distribution can also be cost effective method for firm,
as they can reach out large number of consumers at one time. Marketing distribution can help
firm in reaching out consumers effectively and efficiently. By selling out the products through
massive distribution, Cadbury can also enhance the sale of their goods and services. This can
assist them in creating consumer base.
Market research- The other most important function of marketing is market research. It
involves doing analysis and evaluation about consumers which company wants to target. Role
and responsibility of marketing is to interpret the needs, demands, taste and preference of
customers so that Cadbury can be able to grow better. In this function company can also collect
data or information about targeted consumers, so that they can be able to satisfy them better.
Market research can also assist firm in finding out their competitors. This can help Cadbury in
designing strategy to overcome their competitors. Market researchers can also assist firm in
knowing about the legal trends, laws and regulations which firm needs to follow so that they can
increase their goodwill and status in market. This will help Cadbury in attracting and grabbing
more new consumers. By this they would also be able to retain employees in organization.
Market research can also help firm in segmenting the market on basis of information which has
been gathered by them. By gathering market information firm can also collect data related to
price of different commodities which is sold by the competitors. It helps Cadbury in gaining
competitive advantage.
Branding- Marketing creates brand value of products by advertising and promoting them.
This function helps firm in attracting more consumers and increasing their profitability. In order
to enhance the consumer awareness Cadbury can also organize brand market campaigning. This
will help them in making customer know about the quality and worth of products. It helps
company in influencing the decision of consumer. Brand marketing is totally related with quality
of products supplied by company. If the quality of goods is degraded, then consumer will not be
satisfied. This can hamper the goodwill of company and they can lose their customer base.
Marketing helps firm in creating value of products. It adds value to goods and services provided
by company. If the brand value of company is high, then it would be easier for them to bring a
new product in marketing. This brand marketing will help firm in growing and enhancing their
own market share. Brand marketing has the responsibility to build up company’s own reputation
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and value. This is one of the major responsibility which marketing has to perform. Creating a
brand for company requires a lot of time. This helped company in growing and enhancing their
profitability.
Promoting and selling- Marketing helps in promoting the products. This promotion can be
done by through various methods like advertising, celebrity endorsement, brand campaigning,
radio, television and newspaper. Marketing has the role and responsibility to attract consumers
with the help of these ways. This can assist Cadbury in increasing their revenue and consumer
base. It includes all the activities which has been undertaken by firm to interact with consumers
and know about there all needs and demands. Promotion can help in increasing the awareness
about brand in consumers. Brand promotion can also assist Cadbury in segmenting the market.
This will help firm in reaching out the targeted consumers. Promotion of products can also be
done by social media marketing which is at boom now-a-days. It can help in enhancing the
consumer traffic. As the more promotion is done by Cadbury, the more consumers will know
about their products which will directly increase their revenue. Promoting is one of the main
responsibility and function of marketing. Through promotion people can also know about the
products and services globally.
Product designing and development- Marketing also assists in designing of products and
services. It is the responsibility of marketer to know about what kind of goods is going to be
served to consumers. Cadbury will be benefited by this as they can produce products according
to taste and preference of consumers. Market researcher can also help company in knowing
about the competitor’s product design, so that they can bring out better and innovative packaging
in their goods. This can help Cadbury in gaining competitive advantage. Marketing can also help
company in promoting the new and innovative design of products. This can help them in creating
brand value. Also consumers are more attracted towards the new and innovative design. It can
increase profitability of firm.
Pricing of product- The other function of marketing is also to determine the price of
products. This can be done by market researcher by analysing competitors pricing. Cadbury will
be benefited by it as they can have an idea about what price they need to set of their products and
services. This can support business in maximising profitability. It can also help them in
expanding their market share and growing. If firm is going to enter new market, then setting of
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pricing strategy according to consumer will be very beneficial for them. It can help firm in
growing.
P2. Inter-relationship of marketing with other functional units
It is one of the most important function to coordinate marketing with other functional units.
The marketing can be interlinked with various functional units such as production, research and
development, human resource, finance, sales and many more.
Marketing inter-relationship with human resource- Marketing is basically promoting of
products and exchanging of information. Human resource is involving in hiring and recruiting of
employees. Marketing department of Cadbury will help the human resource department in hiring
effective talent. They will help company in determining and searching for effective talent which
will be suitable for post (Pieters and Wedel, 2017). It will also assist human resource department
in placing the right person right job. This can support Cadbury in enhancing efficiency of firm.
Marketing is Branding to a larger audience to effect Sales while Human Resource is handling
and engaging with the current employees adding brand value to an organization making a
gateway for prospective employees to enter. Hiring efficient talent in Cadbury will help the firm
in enhancing productivity and efficiency of them. This can support them in increasing
profitability and revenue for them. Hiring effective talent will also help company in satisfying
consumers. If consumers are satisfied firm will grow.
Marketing inter-relationship with finance- Finance and marketing are inter-related with
each other as both of the sectors helps in growth of the company. Marketing has the major role
and responsibility of promoting the products which helps Cadbury in increasing the sale. It
directly links with finance department as it increases cash flow of company. So the basic
function of marketing is to increase the profit of firm by enhancing sales of products (Chaffey
and Ellis-Chadwick, 2019). Accounting department analysis the feasibility and revenue aspects
of company and also helps company in knowing about the recent trends which has been
following in market. This assists firm in increasing the sales. Marketing department of Cadbury
can increase sales with the help of advertising and sales promotion. Finance and marketing
department of firm works closely so that they can easily monitor and analyse the ratios of
advertising and marketing to sales. If these departments work together it can help management in
seeing that if marketing campaign is successful or not. Finance department in Cadbury also have
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major role to count on the marketing department reliance on the limits of budgets and also
evaluating if the efficiency of budgets has been utilised.
Marketing inter-relationship with Research and development- Marketing and Research
are also closely related with each other. This department helps Cadbury in understanding the
needs and demands of consumers by doing research and developing the products according to it.
Marketing also helps company in making consumers aware about new innovations. This
department is closely related to product development. Marketing department can assist Research
and development department in knowing about the recent trends on which they can work upon
and can also help firm in growing. If the innovation done by R&D is unique then it can support
firm in enhancing their growth. It can help them in increasing their profitability. Marketing has
the role and responsibility to launch the new product which has been designed and developed by
Research and development department. This helps company in attracting new consumers which
ultimately increases their revenue. The new product is being made famous by only marketing
department by this consumer know about it.
Marketing inter-relationship with Production- In order to satisfy the needs and demand
of consumer marketing and production must work together. This will also help Cadbury in
enhancing their performance and productivity aspects. Marketing will also assist firm in
communicating the new innovations which they have produce. Production department is engaged
in improving quality of products that is been communicated to consumers by marketing
department. It assists firm in satisfying needs and demands of customers. Organization must
make sure that both departments work in hand to hand together and no conflict arises between
them. As this can reduce the efficiency of firm. If both work as a team, then it can help Cadbury
in increasing profitability and revenue. This can help firm in expanding their market share and
also in growing. Production department can help in satisfying needs and wants of consumers.
This attract more customers.
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LO2
P3. Ways in which different organization applies marketing mix tactics
Figure 1 Marketing mix
Source: (7 p’s of marketing, 2015)
Basis Cadbury Nestle
Product  Cadbury has a huge
range of products in
the market of
chocolates
 Cadbury use attractive
packaging strategy to
attract customers
 The main reason of
Cadbury's success in
the innovation in
products and the
quality of taste.
 The goodwill of
company has help
itself to increase their
market share in new
market base like ice
creams and biscuits.
 Nestle follows the
traditional product
designing strategy, that
created a separate
customer base
 Nestle follow
diversified product
strategy because of the
unique feature the
company has increased
its market share
 The main reason of
Nestle's high prices are
the dealing in premium
products
 huge variety of
products helps the
company to retain
customers and give
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then more options to
chose from the same
brand
Price  Cost plus and
psychological strategy
is being used by
Cadbury
 Demand and supply of
the products plays
important factor in
deciding the price of
the products
 Cadbury also relay on
competition and
packaging for pricing
 For attracting new
customers and
increasing the market
share of the company,
company provide
discount on products
for short period.
 Cadbury change
according to the
targeted marketing
strategy, it does not
follow competitive
policy.
 The strategies used by
Nestle for their product
line are bundle pricing
and Competitive
pricing
 Pricing of the products
are decided after
analysing the market
conditions
 When there is zero
availability of data
pricing is done on the
bases of Cost of
production
 unique feature and
wide variety of nestle
is the key reason of
nestle higher prices
than competitors
 Nestle charge extra for
the accessories on the
base product. This
strategy is called as
optional product
pricing.
Place  Cadbury sells its
product all around the
globe. The structure
 The products of Nestle
is also available
worldwide. The
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used by the company is
hierarchical structure
which is wholesaler to
retailers
 The company only
follow the hierarchical
structure for
distribution of
products, it does not
follow direct
distribution.
 The focus of company
is to sell products all
over the world. They
make sure it is
available in urban as
well as rural area
 the main reason of
company's huge
customers base is their
distribution channel, it
also helped the
company to collect
huge amount of
revenue
 By the end of 2018
Cadbury's products
were available in more
than 200 countries this
strategy help the
company to make such
company uses direct
and hierarchical
structure.
 The channel of
marketing distribution
are first the online
marketing and then the
company follows the
traditional
organisational
structure. in this the
flow flows from the
wholesaler to the
retailer
 by the help of online
marketing of the
product the company
make sure that the
product reaches to that
area where stores are
not available.
 Nestle main target is to
make sure that their
products are available
to all retailer which is
easily reachable for the
customers. This is
intensive marketing
strategy
 Nestle sells their
products both online
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a presence on global
market.
and offline, this
increase the
availability of products
for the customer and
ultimately increased
the market share of the
company
Promotion  Cadbury uses many
strategies of promotion
of their products
 Newspaper, radio,
television are the basic
mediums used by the
company to promote
their products
 For the sales and
promotion of their
products the company
also use various tag
line such as “TASTE
LIKE IT FEELS”
 The company has
different promotional
strategies for different
types of products
 The company only
choose well reputed
and accepted grand
ambassadors for their
products brand. So that
 Nestle uses various
promotional mediums
for promotion of their
products which include
online promotions,
special offers and
many more
 Nestle mainly focus to
do online and social
media adversing of the
products because it is
much cheaper than
other medium and it
covers almost all
segments of customers.
 Participating in various
traditional and non
traditional events, trade
exhibitions help all
around the world are
the promotional
activities of Nestle for
expanding its business.
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it will help the
company to promote
the quality of their
product and this hill
have a long impression
in the mind of their
consumers
 For attracting more
and more customers
the company also
promote their products,
the promotional
activities are based on
the specific events,
functions and festivals
and by providing
special offers on this
special offers.
 The company always
try to make sure the
products are easily
available to the
consumers and
company also make
sure that consumer are
well aware about the
brand.
 Nestle participate in
end number of
campaigns for
promoting its product
in an effective manner.
This campaigns are
like inviting colleges
and schools for factory
visits and explain them
about their process and
products
 the focus of the
company product is on
the families as it
provide mainly
products which
provides the company
segment for
promotional activities
thereby attracting the
youngsters.
People  Cadbury has created a
huge consumer base
and the company is
well established since
 Nestle is one of the
leading brands in its
sector in global market.
The company has a
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