Marketing Essentials: Cadbury's Role, Mix, and Plan Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies and functions. It begins with an introduction to marketing and selects Cadbury as a case study to examine the role and responsibilities of the marketing function within an organization, including product development, pricing, selling, promotions, finance, distribution, and management information systems. The report further explores how the marketing function relates to other departments such as operations, human resources, finance, sales, and IT. A key aspect of the report involves comparing Cadbury's marketing mix elements (product, price, place, promotion) with those of its competitor, Nestle. The report also includes the development of a marketing plan for Cadbury, concluding with a summary of the key findings and referencing relevant sources.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and responsibilities of marketing function ...........................................................1
P2 How responsibility and role of marketing relate wider company context........................4
TASK 2............................................................................................................................................6
P3 Compare how different companies apply marketing mix element...................................6
TASK 3............................................................................................................................................9
P4 Develop marketing plan....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is define as activities of firm associated with selling as well as buying goods
and services to consumers. By this, they are able to full fill clients demand in appropriate
manner. In this report select Cadbury to know the impact and role, responsibilities of marketing
function in an organisation. It is a British international confectionery firm which offer various
different type of commodities to their consumers into market place. Cadbury is a one of the best
international well known brand according to 'The Daily Telegraph' in the year of 2013. Its was
established by Brimingham in the year of 1824 at United Kingdom (Babin and Zikmund, 2015).
Their main product is dairy milk, big race Oreo, marvellous, bubbles, brunch bar, flake, wispa
gold, time out, Starbar, double decker, curly wurly and many more. In this assignment covers
role and responsibilities of marketing function and its relation with other enterprise department.
It also covers marketing plan and comparison between different company marketing mix.
TASK 1
P1 Role and responsibilities of marketing function
With in an organisation, marketing function has pay very vital role in at work place. Its
includes product development as well as marketing plan, market research, promotion,
advertisement, distribution, public relation, customers services and many more. Marketing
manager has conducting market research to identify consumers needs and wants accordingly they
are product commodities as well as services in appropriate ways that help to enhance customer's
satisfaction in long period of time.
Current and future trends of marketing: In present business environment, modern
marketing strategies like social media, internet, gorilla marketing and many more. Through this,
firm are able to completing promotional task at minimum amount which help save resources
effectively and produce high quality goods and services. In future period of time, technology and
innovation both are used by company on compulsory basis in order to survive clients are techno
friendly and want highly technical product to make life easy.
Marketing manager has pay vital role into an organisation in order to achieve goals and
objective in limited period of time effectively. Sever function of marketing manager are explain
as follows:
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Development of product: It is a most important function of marketing in which manager
has organising market research program which help to analyses consumers needs and wants
effectively. In this, there several method are available like questionnaire, survey, focus interview,
in- depth interview, group discussion etc. into market place and accordingly to management
requirement they are select best one out all accessible alternatives (Baker, 2014). Also
administration has find out their competitors marketing strategies in order to compete them
appropriately and achieve goals. Cadbury has offer variosu goods like Dairy Milk Tiffin, Dairy
Milk Whole Nut, Dairy Milk Whole Nut Chopped, Dairy Milk etc.
Illustration 1: Seven marketing function
(Sources: Seven marketing function, 2015)
Price: Most of customers has prices sensitive in their nature that is why firm are produce
goods according to market demand. Cadbury has gained economic of scale in their goods which
help them to sell their product and lower rate as compare to their competitors in the same
industry. Management of Cadbury has offer product with different price rate in order to capture
large number of clients. For example, Dairy milk 30 GM sell with rupee 10, 5 Star 15 GM rupee
5, Fruit & Nut 85 GM rupee 40 and many more. Its shows they are produce commodities for all
market segment thus help them to achieve large market position in an effective ways (Batt,
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2013). They are also used pricing strategies like low cost, discount, brand etc. it help to achieve
competitive benefits at market.
Selling: It is a unique process to attract large number of clients toward organisation
goods and services. There are two mode of selling goods direct and indirect, both have their own
strength and weaknesses. Cadbury used both mode of selling commodities in this they have
directly meet with distributors and in indirect selling company has sale their product by online
mode. Through this, they are capable to achieve goals and objectives in an effective manner in
specific period of time.
Promotions: By this, enterprise are develop brand awareness in market. There are two
type of promotional method are used by any organisation paid as well as non paid. Management
of cadbury are used both method, in first they are organise charity program and media as well as
mouth publicity has make promotion of brand in positive ways. In the other hand, advertisement
is a paid mode of promotional activities which help to create awareness about goods information
in consumers mind (Chinn, 2017).
Finance: It is a blood of all organisation function with out fund no one activities should
be competed effectively. Finance manager has construct budget for each one department which
help to run entire business activities in significant manner. Some of important sources of finance
share equity, bank, investment institutions, capital ventures, debentures, depth and many more.
Distribution: Cadbury is a Business to Business organisation which are sell their goods
through distribution channel.
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(Sources: Distribution network of Cadbury, 2016)
Management of Cadbury are used four tier distribution channel which are includes
production unit, deport, carry forward agent, re- distributors, retailers/ wholesaler/ modern trade
and clients. All these process has help firm are to reach niche location in order to sell their goods
to large number of consumers and achieve high position as well as profitability.
Management information system: Management information system is a computer based
system. Through this, enterprise are capable to make strong communication network among all
employees which reduce conflicts as well as enhance performance (Desai, 2013). MIS has help
to remove several type of enterprise issues like convey message, share information, create
awareness about HR policies among staff members etc.
Different type of marketing process: There are two kind of marketing process are used
by organisation general and strategic. Both have their own strength as well as weaknesses
according to firm requirement, management has select best method from available all alternative
in order to run entire business activities effectively.
P2 How responsibility and role of marketing relate wider company context
Marketing department role and responsibilities has effect organisation other division
direct as well as indirectly. Management of the company has develop team in which are includes
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Illustration 2: Distribution network

all department employees which help to take decision appropriately (Durand and Barlow, 2012).
Each one section has relationship with marketing department because they are played vital role
with in enterprises. Function of merchandising division and its relation with other firm
department has explain as follows:
Marketing function with operation department: Operations department has completing
work with in an organisation. The main function of operation manager is control production
process, execution of daily manufacturing plan, checking safety and security of employees as
well as hygiene aspect, shipment activities, manpower management, dispatching and many more.
For example, marketing employees has find out clients need and accordingly production
department has produce goods after then they are package product according to marketing
manager guideline and in the last operational workers has shipment that commodities to selling
into marketing (Diana, 2013).
Marketing role with human resources section: Human resources manager has hire
candidates accordingly to requirement of an organisation. For example, if marketing manager
says in the market highly technical product has sale so that HR assistant has hire technical
candidates in order to produce highly innovative commodities which help to salesmen to sell
product easy with high volume.
Marketing function with finance division: The main function of finance division is
preparing budget, make annual financial report which includes trading account, balance sheet
and many more. This section has provide fund to each one section to run their activities
effectively. The same things are happen by marketing department. Finance manager has make
report how many fund should be invested into which activities like promotions, advantages,
market research, strategies develop etc. (Forrester, 2010).
Marketing role with sales: The main function of marketing department has develop
strategies to sell product and services in order to gain profitability as well as long run
sustainability. Through which they are able to get higher market share or position as compare to
before. Management of Cadbury has develop action of plan to sale goods like low cost, discount,
now market development, produce innovative commodities, effective advertisement
campaigning, several promotional activities etc.
Marketing function with Information technology department: In current business
environment, information technology has make their own place into each one organisation which
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help them to operate enterprise activities in an appropriate ways. The main function of IT
division in firm is maintain all software up -to- date and install according to requirement.
Marketing department needed information and its interpretation so that IT section may help them
to completing their research work effectively and develop several kind of forecasting like sales,
trends, competition etc. (Gummesson, 2011).
TASK 2
P3 Compare how different companies apply marketing mix element
Marketing mix define as combination of several elements that can be control by an
organisation in order to influence buyers purchasing behaviours of its goods and services.
Through this, enterprise are capable to attract lot of clients toward their offer which help to
achieve goals and objectives in limited period of time. (Jones and Rowley, 2011). Nestle is a one
of the biggest competitor of Cadbury and its create issues for them like reduce sales volume by
capture market etc. Now make comparison between both Nestle and Cadbury with their
marketing mix factors are explain as follows:
Marketing mix
elements
Cadbury Nestle
Product Cadbury has produce best quality goods
to their customers in the world. But they
are continuously change their strategies
by identify clients needs and
accordingly introduced various product
like gums, candy, drinking chocolates
and many more.
Company has also evolved to be best
innovative goods producer in the
whole world.
Management of the firm has
understood difficulty that faced by
women in during breastfeeding.
Price Cadbury has develop diversify product
price structure with the keep in mind
that all person belong to different social
class and age group (KAUR, 2015).
Company world split its commodities in
party package into single piece.
Through this, they are offer low price as
Nestle has covers all class as well as
age group by offer Maggi pack in
with both low and higher price.
When firm has slightly uplift
market price of Maggi can not effect
their sales volume because the brand
image it very high and customers
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well as greater profitability in long
period of time.
has use to the taste of goods as well
as in industry demand of maggi is
continuously increasing (Mitchell,
2012).
Place The main advantage of Cadbury into
market is they are strong and large
distribution network which create global
presence. Through this, their product
has available into both urban as well as
rural location in the world.
For example, dairy milk and other
goods can be seen in most of the hyper
as well as supermarket where are their
some premium commodities which are
includes black, green brand has
displayed at airports and high end
outlets (Ogunmokun and Tang, 2012).
Nestle are using consumer
marketing channel in which their
commodities has passed.
Nestle chocolates has face lot of
competition from cadbury so that in
the place of this their coffee brand
are more sell- able product.
Promotion Management of cadbury are used
several mode of promotions like
advertisement. In which are they are
covers newspapers, billboards,
hoarding, social media, internet,
magazine and many more.
Enterprise has develop several websites
target each segmentation and
commodities. Various campaigning
activities has organise by cadbury into
different traffic outlets. Management
has hire brand ambassadors for
approaching buyers to purchases
Nestle has develop promotional
strategies according to geographical
location through which they are able
to reach in many number location
thus help to attracting large
consumers segmentation.
Manager of Nestle has used different
method like newspapers, social
media marketing, billboards,
magazine, internet and many more
through this they are able to enhance
customers satisfaction in order to
gain higher market position in long
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products which are create mixed
impression on individual mind.
period of time effectively
(Papasolomou and Melanthiou, Y.,
2012).
Physical
evidence
Cadbury has sell their product by
different kind of packaging, colour, size
etc. in order to get attraction of large
number of clients. They are sell their
goods at different supermarket and
outlets.
Nestle has make strategies and open
their small outlet in different where
traffic are very high. Where they are
provide several product and most
saleable goods is coffee. Through
this, they are able to achieve large
market coverage and get higher
profits.
Process Cadbury are selling their product
through distribution channel so that
process has came under services
marketing mix and cadbury is not
working in this field so that process
should be reflect distribution
networking. For this, they are used B2B
approach that help to build high market
channel to increase reachability of niche
industry segmentation.
In this, Nestle has also run their
business activities through
distribution network by which they
are able to sell their commodities at
international market. Nestle has
develop strategies to attract
distributors which help to build large
market network through which they
are get high profitability as well as
sustainability (Purvis, 2016).
People Management of Cadbury has organising
market research program in order to
identify clients needs and wants
accordingly they are produce goods and
services to get higher customer's
satisfaction.
In present scenario, Nestle has
continuously reduce their market
share as well as low growth of brand
value as compare to cadbury because
they can not focus on clients needs
resulted high customer's
dissatisfaction has decrease the
profitability of the firm in long
period of time.
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In the last, cadbury has faced several kind of problem, but their distribution channel has
very strong as compare to other competitors into market. Through this, they are able to make
high profitability as well as long run sustainability by which their brand value has enhance. As
compare to Nestle, cadbury has large product portfolio and through this they are capable to
attract different segmentation like age, social class, cultural environment and many more.
TASK 3
P4 Develop marketing plan
Marketing plan is a documentation or blueprint of all marketing strategies like promotion,
advertisement, selling, product development, packaging, market research and many more thus
reflect marketing effort of the company in upcoming years in order top get profitability growth,
higher sustainability and market share (Rudden, 2016). Here are explain elements of marketing
plan of cadbury in detail:
Vision: Cadbury has develop their firm vision that help to provide path where company may
work in order to achieve their goals and objectives. In this says “ Whole organisation work
together in order to create brand that are loved by each one people in the market”.
Mission: Management of Cadbury develop their tag line ' Cadbury Mean quality' by this they are
promote their positive image as well as strength in order to achieve attraction of many clients
into market place (Swenson, Rhoads and Whitlark, 2014).
Aim and objectives: Each one firm has make aim and objectives for short period of time.
Management of the firm has develop strategies in order to achieve goals and objectives in limited
period of time effectively. Through this, they are get high market position and profitability thus
help to sustain in long run. Cadbury is a world best as well as biggest confectionery organisation
which are operate their business activities at international level.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 56000 12700 14300 21000 17000
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Investment 20600 14900 17000 14300
Total 56000 33300 29200 38000 31300
Marketing
expenditures
Advertisement 9700 6800 6300 6100 6300
Sales promotion 2100 2100 4600 3100 8600
Direct marketing 7100 6100 2100 7100 2100
Total 18900 15000 13000 16300 17000
Available balance 31100 18300 16200 21700 14300
Swot analysis of the Cadbury: It is identify as an essential factor and element which help the
business entity in order to identify their strengths, weakness, threats and opportunities.
(Walliman, 2015). Thus, it help the organisation to increase recognise their competitors and
identify different opportunities for them.
Strength Weakness
 Well established and famous
organisation in all over the world.
 Prices of the products are based on its
quality and quantity.
 Lack of penetration in different and in
rural market.
 Large number of the populations that
suffers from cholesterol disorders and
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