Cadbury's Marketing Strategies: Roles, Responsibilities, and the 7Ps

Desklib provides past papers and solved assignments for students. This report analyzes Cadbury's marketing strategies.

MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction......................................................................................................................................1
LO1..................................................................................................................................................2
P1 Explain the key roles and responsibilities of the marketing function....................................2
M1 Analyze the roles and responsibilities of marketing in context of marketing environment..4
P2 Explain how roles and responsibilities marketing relates to the wider organisational context
.....................................................................................................................................................6
M2 Analyze significance of interrelationships between marketing and other functional units of
an organisation.............................................................................................................................9
D1 Critically analyze and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation..........................................................10
LO2................................................................................................................................................11
P3 Compare the ways in which different organisations apply the marketing mix to marketing
planning process to achieve business objectives.......................................................................11
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved..........................................................................................................................14
LO3................................................................................................................................................16
P4 Produce and evaluate a basic marketing plan for an organisation........................................16
M4 Produce detailed coherent evidence based marketing plan for an organisation..................19
D2 Design a strategic marketing plan that tactically applies the use of the 7p’s to achieve
overall marketing objectives......................................................................................................22
Conclusion.....................................................................................................................................25
References......................................................................................................................................26

LIST OF FIGURES
Figure 1: Promotional method by Cadbury.....................................................................................3
Figure 2: Marketing responsibilities................................................................................................4
Figure 3: Cadbury market situation.................................................................................................6
Figure 4: Pricing plans of Cadbury..................................................................................................7

Introduction
Essentially, marketing refers to the promotion, creation and delivering products and services for
businesses and consumers. Thus, it is defined as activity, process, and institution set that aids in
communicating, delivering, exchanging and creating offerings that is valuable for client, society,
customers and partners at large scale. The current report will explain various responsibilities and
roles related to organisational marketing function by analyzing significance relationship within
functional and marketing units in reference to Cadbury. Further, the report will give comparison
within various organisations by marketing mix that helps in achieving objectives of business and
tactics will be discussed in context to achieve organisational targets. Moreover, report will aim at
producing and evaluating marketing plan using coherent evidence in detail for marketing of new
product planned by Cadbury. The plan will contain strategic plan that will able to provide 7ps in
achieving marketing objectives by planning to implement.
1

LO1
P1 Explain the key roles and responsibilities of the marketing function
The term marketing is determined as activities, operations and actions linked to organisation for
purchasing and selling of various products and services using methods of advertising, selling and
distribution to potential customers. The marketing dispenses employee potential towards service
and product development by promoting at international and national market level. The function
of marketing has certain elements such as marketing research, marketing plan, sales distribution,
product development, advertising, strategic promotion, customer service and public relations that
aids in enhancing organisational growth by knowing consumer potential (Moorman and Day,
2016).
Cadbury is formerly known as Cadbury Schweppes or Cadbury’s that is determined as firm of
British multinational confectionary owned from Mondelez International from year 2010. The
firm is headquartered in West London that conducts its operations in 50 countries across world.
It is widely famous for Crème Egg, Roses boxes and Daily Milk Chocolate. It has 71657 people
as employees in business and uses purple colour logo for giving brand recognition to customers.
The organization is initiates effective marketing strategies for promoting its services to global
customers as chocolates and candies are highly liked by kids and young generation that are make
by firm. In context to Cadbury marketing for new product following are marketing role that are
essential to follow by marketing department that are discussed below:
Product Management – The manager of marketing department must understand teams that are
related at internal and external level that aims to develop new product. The team involving in
making product needs to determine taste and preferences of customers that helps in boosting
market base and consumer interest towards Cadbury products. It is also important for business to
initiate necessary improvements and changes based on consumer requirements related to quality
and quantity of product (Karjaluoto, et.al, 2017).
2

Figure 1: Promotional method by Cadbury
(Source: Win with Cadbury, 2016)
Market Researching – It is essential component for developing new product as researching the
market helps in knowing situation to market and enter new product. The marketing manager will
receive great help in determining market competitors, consumer preferences and entry situation.
The elements help in preparing employees to face intense competition that guides to protect and
fight for business profiles (Armstrong, et.al, 2015).
Advertising and Promotions – The organisational management needs to have technical strategies
for advertising and promotion new product that attracts consumers towards services. There are
various promotional strategies initiated by Cadbury. For example – purchase 6 boxes and win
tickets to cricket match are such that dominates market competitors and attracts consumers to
focus on purchasing chocolates and other products.
3

M1 Analyze the roles and responsibilities of marketing in context of marketing environment
The marketing department aims on several responsibilities that help in gaining revenues, growth,
market share and profitability. It is essential for manager to describe responsibilities of marketing
department that provides opportunity to accomplish the goals and objectives for obtaining higher
success. There are several responsibilities that play important role in promoting and advertising
new product to potential market that will attract customers towards product which are as follows:
Event Arrangements – In business, new product development consist of several events that are
essential to deal by marketing department that includes sales conferences, hospitality events, the
exhibitions, seminars, conducting matches etc (Kotler, et.al, 2015). The duty of activities plans
exhibition booths, event logistics, arranging handouts, presentation, displays etc. To identify
regular attendance of potential customers the events at external levels are also organised to
obtain higher growth and sales.
Innovation – The demand and attraction of customers can be easily gained by providing new
things in products. The managers focus on program affiliations, new promotions, and method for
retaining customers, improvements in products according to feedbacks etc. It is not essential to
create new product for marketing the organisation can also focus on small things in product by
dispensing innovation and creativity that will help in attracting customers.
Figure 2: Marketing responsibilities
4

(Source: Wiggins Jason, 2018)
Marketing Strategy – The marketing team needs to have strong calibre and capacity to handle
objectives of businesses. The strategies that are initiated for marketing helps to enter new place,
selecting best distribution channel and internet approach for obtaining geographical locations.
Hence, Cadbury while developing new product needs to have marketing strategies to gain higher
growth (Fahy and Jobber, 2015).
Tracking Trends and Assessing Competition – The marketing department must have knowledge
of business situation while planning for new product. It will provide help in understanding trends
and competition in market for that effective solutions will be taken out so that new products of
Cadbury can be brought in market without any barrier.
5

P2 Explain how roles and responsibilities marketing relates to the wider organisational context
The function of marketing surrounds with several features that consist of advertising, finance,
distribution system etc that determines marketing process takes place in organisation. There are
various marketing roles and responsibilities that link to marketing function of the organisations.
The Cadbury objectives and goals needs to create sustained and strong relationships with their
potential customers at time of producing new product that will positively impact in positioning of
business in competitive market (Felix, et.al, 2017). Following are elements that are important to
practise by teams of marketing that are as follows:
Figure 3: Cadbury market situation
(Source: Market Share, 2013)
Market Share – The term helps in calculating organisational position in market within various
competitors by using strategies of analyzing actual sales. The new product for Cadbury will need
to determine competitor’s markets share so that market can be researched effectively by focusing
on pricing, product and marketing demands. The customers are being satisfied from Cadbury
product as 35% market share is obtained by organisation that shoes higher market share means
high profits and revenues earned.
Sales Target – The regular profits and revenues at Cadbury are obtained by different strategies
that are implemented. Best and suitable approaches and criteria are selected while promoting the
products in competitive place. The team must aim at improving its promotional campaigns and
6

activities for attracting customers that will help in drawing consumer interest towards the new
products (Jensen, et.al, 2015). The business reputation plays important in success that can be
analyzed by calculating the product sales.
Profits – Customers are known as sources that provide revenues and profits to business. They are
major income sources as it purchases commodity or services in change of money. The firm has
major responsibility for dispensing quality services and products on timely basis using latest and
advanced strategies of innovation. The marketing research as well as promotional campaigns will
provide huge customer base while promoting new and innovated product in market that will help
in generating higher revenues.
Figure 4: Pricing plans of Cadbury
(Source: Cadbury Price Trends, 2013)
Growth – The organisation is highly indulged in growth activities that help in boosting working
capacities and mentalities. Successful firm has ability to satisfy, customers, investors, creditors,
stakeholders, employees etc that is only possible by creative product development of any change
initiated in old products (Maciver, 2016). The products of Cadbury has promoted importance of
7

sugar products by using on festivals and special occasions by producing range of festive boxes in
limited pricing plans for obtaining expected growth.
8

M2 Analyze significance of interrelationships between marketing and other functional units of an
organisation
Aforementioned functions of marketing has clearly explained major factors that plays significant
role in business growth thus marketing team of Cadbury requires to attempt marketing functions
so that new product can be effectively promoted to market gaining huge shares and profits. The
functions of marketing have identified its connection with organisational context they are linked
to firm’s functional units. The interrelationships between both terms help business to grow at
immense level through positive approach. The first link between function and department consist
of marketing and finance (Ozsomer and Yaprak, 2015). The economic resources plays effective
role in increasing functions of marketing from factors such as research, implantation, planning,
market strategy evaluation that are managed by finance team. The finance team focuses on
initiating communication and sorting techniques that manages the functions of department that
aid in preparing better product.
Further, the production department plays crucial role as it describes connection with product by
steps and processes that can be set creatively by marketing plan. In reference to Cadbury, the
new product will be effectively developed as resources or employees are obtained by HR team,
logistics are managed and delivered by distribution department and finance department focus on
dealing with economic activities. Thus, communication plays important role in finalizing type of
marketing requirements for developing new product by involving employees that will dispense
their personal opinions about needs.
For instance, the organisational sales can be boosted by giving right to marketing teams that uses
HR policies for conducting production task effectively that will be requiring product information
that is to be developed by Cadbury (Madhani, 2017). It can be fulfilled by creating marketing
plan. The gains will not be acquired if employees of production do not have idea of raw
materials, capacity of goods to be produced and inventory that might brings blunders and
setbacks in marketing teams.
9