Cadbury Marketing: Roles, Responsibilities, Plan & Business Objectives

This report provides a comprehensive analysis of the marketing function, focusing on the roles and responsibilities within Cadbury, a British multinational confectionery company. It examines how marketing roles relate to the broader organizational context, considering external factors like Brexit and the COVID-19 pandemic. The report details the key responsibilities of marketing managers, including maintaining customer satisfaction, managing marketing channels, and identifying target markets. It also explores the interrelation between marketing and other departments such as HR and Finance. Furthermore, the document evaluates how different organizations, including Cadbury and Nestle, apply marketing mix tools to achieve business objectives, and assesses a basic marketing plan for Cadbury, covering its mission, vision, objectives, segmentation, targeting, positioning, and marketing mix elements.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Ways in which different organisation apply marketing mix tools for planning and
achieving business objectives ................................................................................................6
P4 Evaluation of basic marketing plan for an organisation....................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to that tool of managing department of the business firm which is
associated with promoting of various products as well as services being sold by respective
company in the given marketplace. Marketing department of the firm by using this tool is able to
boost of sales activities of considering various external factors that affect working of workforce
directly or indirectly (Bashir and Farooq, 2019). In this report, operations of Cadbury is been
taken into consideration. Cadbury is a British multinational company which was founded in 1824
in Biringham, England. The operations of company is headquartered in London and currently is
operated by Dirk Put as company CEO. This document will highlight various internal as well as
external factors which affects operational working of respective business firm such as; Brexit i.e.
separation of trade agreement between UK and European Union and working of firm with
current pandemic situation i.e. COVID-19 (Chatfield and Reddick, 2018). This report will bring
to light various roles and responsibilities played by managers of respective business firm to
overcome these factors and ensure smooth running of the workforce.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Various roles and responsibilities are being performed by managers or leaders of the
concerned firm i.e. Cadbury in order to deal with its external environment. Considering business
environment of the respective firm, currently has to deal with Brexit which was recently caused
in near 2019 as well as, impact of current pandemic in working of the workforce. Various roles
and responsibilities played by manager of the concerned firm are as follows:
Maintaining customer satisfaction: The major and most important role of the marketers
is to maintain customer satisfaction. Because in retailing company, customers are the major
element which are to be satisfied. Company works on the demands and requirements of the
customers and accordingly produce products and services. This can be done by Research and
development team through feedbacks or surveys (Dehghan Ghahfarrokhi and Heydari, 2020).
After that marketing departments take steps to improve that product or services accordingly and
this helps the company in increasing its customer satisfaction. Marketing departments focuses on
the advancements of the products as per the dynamic environment and this increase customer
expectations and needs. In context to chosen organisation, they handles complaints and take

feedbacks through questionnaire and online surveys etc. this helps the organisation in
understanding their mistakes and they can make improvements in their products and services.
Marketing channel: This is considered as the channel and system that is ensuring the
distribution and selling of products and services to the customers. It is the responsibility of the
marketing department is to ensure that who are the channels and intermediaries who can provides
product to the final customers. This totally depends on the market size of the company. In
context of chosen workforce, company shares 16% of the supermarket sector. So, its distribution
channel is also very wide and large. It sells both direct selling through retail shops or online
platforms also. Due to Brexit, in which, a long agreement relation between UK and EU was
broken. It resulted in huge downfall in companies economy and business based in UK origin had
to face many difficulty in operating its respective business activities. In that time maintaining
proper marketing channel was a huge challenge of the business based in UK, therefore managers
of respective firm focused on improving their marketing channel.
Identification of target market: Identification of target market is the another
responsibility performed by the marketers. It can be done through analysis of the product or
sustainability for the category of the people (Dwivedi and McDonald, 2018). This helps the
company in segmenting the market and development of marketing strategies for the particular
segments. In context to chosen firm, it focuses on the large amount of people because it sis a
retailing company whose product is needed by every persons of the family.
The above mentioned roles and responsibilities are being played by manager of Cadbury
in order to deal with its external factors. As because of current pandemic sales of various
business enterprise showed a downfall. Respective managers of the business firm ensures health
safety techniques while production of various products and services which helps in increasing
brand loyalty of various products been offered to their customers.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
With regards to Cadbury, its operational activities are been divided in various department
of the firm. It becomes important for management department of the firm to establish effective
coordination between its respective department. Considering current issues of COVID-19 as well
as Brixit, management of business enterprise has to ensure optimum utilisation of resources of
the business firm (Ekrot and et. al., 2018). Therefore in order to avoid wastage of resources of
the business firm managers of concerned organisation bounds each department of the firm with

responsibility with each other. Various departments with there responsibilities with each other
are as follows:
Marketing and HR department: HR department plays major role in every organisation.
As it is the one who who formulates all the policies, rules and regulations for the company.
These rules and policies are to be followed by every employee or worker working in the
organisation. There is the interconnection between HR department and marketing department
because responsibility of HR manger is to provide training to the employees working in the
business environment. Training helps them in increasing there efficiency and productivity of
doing work. By getting training employees performed there work effectively in front of
customers (Gunawan and Aungsuroch, 2017). This will help the organisation in increasing its
customer base and attract more customers towards their brand. Managers should also provide
incentives and bonus to the employees foe there better performance because this will increase
their motivation towards the work. If they will not, then employees may shift to other company
and this may be severe loss of company.
Marketing and Finance department: Finance department is the one of the most
important department in the organisation. As it needs to maintain budget for the activities
performed in the organisation. Marketing department main function is to promote and advertise
products and services of the company. To do this they make posters and make TV ads and print
advertisements (Haas, 2018). These all activities needs a valuable budget. This is the duty of the
finance department to performs all these marketing activities with the standard budget. Also,
they needs to check the quality of the product which is sold to the customers. Finance department
of Cadbury includes accounting, controlling and auditing segments. They needs to focus on the
planning and organising of the company.
TASK 2

P3 Ways in which different organisation apply marketing mix tools for planning and achieving
business objectives
Basis Cadbury Nestle
Product In marketing mix, product
range of the Cadbury company
is classified on the basis of
season and also they are
differentiate as per the sales in
every country. There are many
of the Cadbury goods for an
instance Crunchie, Bytes,
Cadbury five star, Oreo, Fruit
Sundae and others.
Nestle company has diverse
product portfolio that consists
products in different
categories. It consists the
powered also liquid beverages.
This has almost 8000 brands
with range of goods across
market.
Price The products of Cadbury are
priced on the basis of product
quality. Some of the products
of this company are high such
as Bournville and some are
low as per requirement of
other segments. Cadbury
company mainly used the
economy pricing strategy. This
firm comes with the various
variants of major goods in
order to reach at large
audience.
Nestle adopted the competitive
pricing strategy. In this,
majority of goods provided
through the Nestle company at
competitive pricing. It
provides the different products
on competitive pricing such as
KitKat, Maggi and others.
Place The products of Cadbury
company are available in
whole world. Products of this
company are available in rural
Nestle has the two various
distribution forms. Its channel
is strong with better marketing
and also sales network for

and urban areas (Harmon,
2019). It has worldwide name
and made its name in more
than 200 countries.
distribution channel.
Promotion This company has wider range
of the promotion tool itself. It
consists the promotional
strategy for an instance
posters, online, television and
others (Smirnova and et. al.,
2017).
This factor of marketing mix
plays necessary role as firm
uses proper marketing mix of
BTL, ATL and the digital
channels in order to creating
the awareness as well as
promoting products and
services.
People The employees of Cadbury are
more supportive as their main
focus on attaining the
objectives within given time
period (Joel, 2017).
Nestle has the large number of
staff members and they all are
trained in performing the
operations and activities of
company. The main focus of
staff members is to attaining
the set objectives within given
time period. Nestle provides
the training to employees in
order to handle queries of
consumers and give better
customer service.
Process Cadbury company condensing
of the fresh milk and also
drying of milk chocolate
crumb was continuous process.
The operations are processes
that the Cadbury company rely
Nestle company manufacture
and also market products of
firm in such a manner as to
develop value which can be
effectively sustained over long
term for cumbersome, staff

on fulfil its consumers. members and shareholders. It
has been using vending
machine to serve consumers
easily show about understand
their requirements.
Physical evidence The packaging of Cadbury
products are better. Working
ways are reviewed on
continuous basis to maintain
high level of the service and
assure running of the Cadbury
operations smoothly.
Nestle company has been
develop the better connectivity
through setting up coffee
corners with Nescafe logo in
vending the machined
(Khaswarina, Kaltum and
Ariawaty, 2020).
P4 Evaluation of basic marketing plan for an organisation
Marketing plan is defined as outline of marketing strategy for coming month and year. It
is a part of overall business plan. This is operational document that mainly outline advertising
strategy that company will be executed to generate more sales and reach at target market
(Nicholas and Steyn, 2017). Cadbury is confectionery firm that owned through the Mondelez
International. The marketing plan for Cadbury company mention below:
Mission: The mission of Cadbury organisation is “Cadbury means the quality”.
Reputation of this firm is developed on quality, commitment of this company to the continuous
improvement. It will assure to deliver promise of company.
Vision: The vision of Cadbury company is “To working together to develop brands
people love.”
Objectives:
 To enhance 10% sales of company within 6 months.
 To determine the effective measures for targeting the customers and enhance sales. To identify the different ways through which company can attract customers.
Segmentation: The segmentation of Cadbury is on the demographic basis as this consists
income level.

Targeting: Cadbury company has targeted the people from all the age groups but this has
differentiate product offering to particular customers group class.
Positioning: This company has been positioned itself as symbol of the better times and
carefree brand.
Marketing mix of IKEA
Marketing mix Explanation
Product Cadbury has strong product portfolio and line
that could amaze customers easily after
knowing varieties and markets. The product
line of Cadbury is Perk, Bournville, eclairs and
others.
Price The pricing strategy of Cadbury company is
economic (Salesky, 2017). Each and every
people can afford the product and services of
Cadbury company.
Place Products of the Cadbury company are available
across globe. It made massive impact on the
global market through channel of distribution.
Promotion It has the different promotional tools for an
instance television, radio, newspapers and
others. These are the effective ways to target
customers and enhance sales of business.
SWOT Analysis of IKEA
Strengths Weaknesses
The Cadbury is world leader in the chocolates.
It has the high promotion strategies to
target customers.
Its weaknesses is that the rural distribution is
mainly considering the India has such
broader rural diaspora that can be covered.
Opportunities Threats

It has the opportunity to penetrating the rural
markets. The rural presence will enhance
brand presence and profitability.
The biggest threat is rise of the health
consciousness. Several people prefer
drinking healthy juices than chocolates.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 56000 13600 13200 21000 18000
Investment 21500 14900 17000 14400
Total 56000 35100 28100 38000 32400
Marketing
expenditures
Advertisement 9700 6800 6300 6100 6300
Sales promotion 2200 2200 4400 3200 8400
Direct marketing 7100 6200 2200 7100 2200
Total 19000 16200 13900 54400 16900
Available balance 75000 51300 42000 20000 49300

Monitor and Control- This is last stage in the marketing plan and there is a need to manager of
Cadbury company to determine the necessary changes which are important for company (Park,
2020). Through this, company can increase the effectiveness as well as efficiency of the
marketing activities in order to attract large number of people.
CONCLUSION
From the above report, it can be analysed that, management department of the chosen
firm plays an important role for overcoming various external factors of the business enterprise.
Considering top rated issue, managers of concerned department has to face is of COVID-19 and
Brexit. The present report highlights various roles and responsibilities played by managers of
respective firm to overcome various external factors which causes a loophole in effective
working of the business enterprise. With addition to that, marketing mix tool and evaluation of
basic market plan is performed in this report.

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