Evaluating Marketing Roles, Responsibilities and a Plan for Cadbury

This report provides a comprehensive analysis of marketing essentials within the context of Cadbury, a British multinational confectionery company. It begins by outlining the key roles and responsibilities of the marketing function, including market research, marketing planning, product designing and development, standardizing and grading, packaging and labeling, branding, customer support, pricing, and promotion. The report emphasizes the importance of market research in understanding customer needs and testing products before launch, as well as the role of marketing planning in minimizing future uncertainties and improving efficiency. It also discusses how marketing relates to wider organizational structures such as finance and operations. Furthermore, the report compares the marketing mix of Nestle and Cadbury, highlighting their respective strategies in product, price, place, and promotion. Finally, the report includes a basic marketing plan for Cadbury's new product, Cadbury wafers, focusing on targeting children and leveraging the company's brand name to increase sales. Desklib provides access to this and other solved assignments for students.

MARKETING ESSENTIALS
Table of Contents
...................................................................................................................................................................1
MARKETING ESSENTIALS..................................................................................................................1
LO1............................................................................................................................................................4

P1 The key roles and responsibilities of marketing function are..........................................................4
P2 Roles and responsibilities of marketing relate to the wider organizational structure......................7
LO 2...........................................................................................................................................................9
P3 Comparison of marketing mix of NESTLE and CADBURY.........................................................9
L O 3.........................................................................................................................................................14
P 4Produce and evaluate a basic marketing plan for Cadbury............................................................14
CONCLUSION........................................................................................................................................17
REFERENCES.........................................................................................................................................17
INTRODUCTION
Marketing is a tool to make the product of the company available in the market. It includes market
research and promoting the new product to the current market. Marketing basically means selling the

company's product or services. For growth and development marketing is an essential factor. Effective
marketing plays a significant role in the company's success.
Cadbury is a British company founded in 1824 headquartered in London. Cadbury is best known for its
dairy milk product. It is currently operating in more than 50 countries worldwide. Cadbury is now
launching a new product (cadbury wafers). The company will develop four different flavors of the
wafers. It is developed after the analysis of target market and their preferences. Organizations
promotional strategy will target children as they are influence by such products. And as company
already has a brand name, just little efforts in promoting the product will help in increasing sales.
The study includes the roles and responsibility of the marketing function like analysis of market,
developing the product, advertising and promoting the product. Further the study includes an
comparison in between Cadbury and nestle on the marketing-mix of the organizations and it help the
respective company to achieve their goals. And finally a marketing plan has been introduced for
Cadbury wafers, a new product company is going to launch.

LO1
P1 The key roles and responsibilities of marketing function are
1. Market research- First and foremost, marketing function begins with gathering and analysing
the information available in the market. It is important for every company in order to identify
the needs and wants of customers. Cadbury also analyses the recent trends in the market and
what are the customer's expectations and develop the product accordingly.
Role of marketing in market research-
Better understanding of customers- Market research helps in better understanding of the needs and
wants of customers (Jha, Saini and Kaur, 2017). This can be only done with the help of marketing
function and for Multi national companies like Cadbury, market research is imperative as it helps them
in achieving competitive advantage by understanding customers better.
Testing of products prior to their launch- The research function of marketing helps in testing the
products prior to their launch and this further helps the company to take future decisions regarding
launching the product. Cadbury regularly tests its products through market research and it gives them
confidence whether their product will connect with the customers or not. This also saves the company a
lot of money.
Growth of business- Market research not only helps in saving money but also leads to continuous
business growth as continuous research helps in detecting more business opportunities and identify the
potential threats to the company.
2. Marketing Planning- The second function of marketing involve planning. It helps Cadbury in
preparing a blue print of the company. It helps the company in planning production, distribution
channels, transportation and sales. The company also makes plans for increase in turnover,
achieving economies of scale and ways to increase the market share.
Role of marketing in market planning-
Minimization of future uncertainties- Proper and efficient planning has helped Cadbury in identifying
the potential road blocks in its way. This has further helped the company in preparing counter plans to
overcome the road blocks. Also, planning bridges the gap between where we are and where we want to
reach. This is the reason that Cadbury has paved its part to the success by minimizing future risks and
uncertainties (Choi, 2018).
Improved efficiency- Marketing plan has improved the productivity of Cadbury by leaps and bounds

because market planning has helped the company in estimating its future sales, hence the company
produces accordingly and this minimizes the wastage as well as increases the efficiency.
Maximum consumer satisfaction- Consumer satisfaction has always been the no.1 priority of Cadbury.
Careful analysis of needs and wants of consumer has not only helped the company in maximizing
consumer satisfaction but has also led to growth of business.
3. Designing and development of product- This is the key function to increase the sales of
products. Cadbury has never compromised on the product's quality, quantity, designing and
packaging because this is what attracts people. The shape, size, colour of a product does matter.
Role of marketing in product designing-
Customer loyalty- Attractive and eye appealing products always have a significant effect on customers.
Cadbury chocolates had a similar kind of impact. It has created a separate fan base for its products and
the credit goes to the product's unmatchable quality and packaging. Over the past 50 years, the
products' quality and taste has remained the same. Therefore, the customers are still loyal to its
products.
Increase in sales- Apart from creating customer loyalty, Cadbury has also successfully created a new
fan base for itself. Thus, addition of new customers has helped company in boosting its sales. This has
also helped the company in achieving competitive edge over other players in the market. The company
now owns more than 50% of the total market share in confectionery market.
4. Standardizing and Grading- Standardizing is a process followed by all the companies that deal
in manufacturing. It is the procedure of manufacturing products according to pre-determined
standards.
Grading refers to ranking the products on the basis of their properties like quality, shape, size etc.
Role of marketing in standardizing and grading-
Easy selling- The selling facility becomes easy. At one time when the products are standardized then no
changes are required in them. Thus, the company can sell them without any hesitation or making
changes.
Image building- Standardization and grading helps in enhancing the image of the company as the
customers can buy products with the surety that the quality of the product will be up to the mark.
5. Packaging and labelling- Packaging in terms of marketing refers to package a product in such a

way that it attracts maximum consumers and protects the product as well.
Labelling helps in identifying the product and also describe the essential properties of product.
Cadbury realized the importance of packaging and labelling long time back and this played a major role
in company's success. The iconic purple and golden packaging of chocolates like Dairy Milk and Five
Star have made them the best selling products worldwide.
Role of marketing in packaging and labelling
Promotion tool- The packaging a labelling of a product also acts as a tool for promotion. People are
attracted towards the product's packaging as they find it eye-appealing and this further leads to them
purchasing it.
Protection- The most practical and fundamental use of packaging is that it protects the product. A
product goes through many stages and it is imperative to protect it and keep it safe.
6. Branding- Branding is a wide term and labelling is a part of it. It is concerned with giving a
brand name to the product to distinguish it from competitor's. Brand name also helps customers
to identify the product from a range of products.
Role of marketing in Branding-
Increases business value- Efficient marketing of the brand name of a company may help in image
building and this later on increases the value of business. Cadbury's branding, logo and tag line has
always been unique. This has increased the worth of the company (Bharucha, 2016).
Employee satisfaction- Working with Cadbury is a dream come true moment for any employee. The
main reason for that being the brand value attached with the company. With proper marketing skills,
one can build a strong brand name for itself. Employee satisfaction maximizes their productivity and as
a result they work with efficiency and effectiveness.
7. Customer support- This is the one marketing function which is followed by every company
nowadays. Customer support is mandatory because he is the king of the market and it is
important to listen to his problems and solve them as well.
Role of marketing in Customer support-
Customer retention- Customer support service function of marketing helps in increasing customer
loyalty because they feel supportive with the fact that the company listens to their problem and also
takes action with immediate effect. This leads to customer retention.

Prevents failure- Companies like Cadbury, Mars and Nestle are still successful in the market because
they provide their customers with 24/7 support service through telephone, E-mail or social media
services like Twitter and Facebook. As a result, customers can blindly rely on these companies.
8. Pricing- This is where things get a bit tricky. Pricing is a crucial function and a company needs
to be very careful while setting up the prices as it can also have an adverse effect on the growth
and survival of the company. This is the reason, Cadbury has fixed the prices of its products on
a lower end so that it can be accessible to a large section of society.
Role of marketing in Pricing-
Competitive edge- Suitable pricing gives the company a competitive advantage and as a result, the
company can cover greater share of market (Baker, 2016).
Profitability- It is advisable that a company should not set its prices too high but it is also important that
a company must set a price in such a manner that it covers the cost price as well as a certain percentage
of profit.
9. Promotion- Many people confuse marketing for promotion but it is important to know that
marketing is a wide term and promotion is just a small part of it. Promotion means promoting
the product and it can be done through advertisement, public relations, personal selling and
sales promotion. Cadbury uses advertisement as its potential tool for promotion
P2 Roles and responsibilities of marketing relate to the wider organizational structure
Marketing plays an essential role regarding the roles and responsibilities in case of CADBURY
company related to the wider organizational structure. First and foremost role of marketing is
conducting market research to collect and assess the information. With the help of marketing the
company will able to find the needs and requirements of the customers as well as can achieve the
objective by making efficient marketing plans.(Jha, Saini, and Kaur, 2017).
Marketing has a very important role regarding the product designing and development. In order
to draw the customers Cadbury has created captivating covers of chocolates. At the same time
marketing helps in developing the product as per the comfort of the customers by improvising the
packaging. Marketing makes attractive promotional strategies like advertisements in order to increase
the brand value of the company among the customers. Brand value helps to create unique identity for
Cadbury through this the people in the worldwide recognize Cadbury.
Cadbury includes different structural units such as Human resource, finance, operations,

information technology etc. these functions are significantly related with marketing as follows:-
 Marketing related with finance:- Through the assistance of finance the marketing can target
the company's objectives by the help of creating the statements regarding the profit and loss,
direct and indirect costs etc. Finance and marketing are both importantly interrelated with each
other that is without marketing the product's sale will not be able to improve as well as without
finance the company will not be able to find the sources in order to gain the income. Both
marketing and finance are significantly important to each other in order to achieve the
organizational objectives.
 Marketing related with operations:- Marketing and production are significantly interrelated
with each other as marketing depends on the production of the company. As per the target of the
market the production department decides the units to be produced and capacity of the
production. Both marketing and production are equally important to the Cadbury company as
the aim of both is to fulfil the needs and requirements of the customers. Both render the five
basic economic utilities to satisfy the customers are ownership, task, place and time aspects. In
order to achieve the company's objectives effectively.
 Marketing related with human resource:- Both marketing and human resource are
interrelated to each other for achieving the objectives of company. For achieving the targeted
customers Cadbury is required to draw the profitable customers in order to achieve the sales. To
achieve the sales as well as to attract the customers the HR management of the company should
be strong. This can be done by attracting the creative and appropriate expert, by marketing and
branding of the employer, by upgrading with change regarding the employees, by motivating
the employees. In order to survive in this competitive environment the position of the company
should be change and the company should maintain the relation with customers as to attract the
customers which will lead to increase in organizational performance as well as to achieve the
organizational objectives effectively and efficiently.
 Marketing and information technology:- Both IT and marketing are significantly interrelated
to each other that is it is helpful to Cadbury equally. By the use of marketing Cadbury can
achieve the targetted customers and by using promotional strategies to sell the product at the
same time with the use of information technology marketing of the Cadbury can be done in an
easy and automatized way for promoting the product which will result to positive customer
relations as well as cost effective marketing for enhancement of the product in order to achieve
the organizational objectives.

 Marketing related with research and development:- Both marketing as well as R & D are
importantly interrelated to each other. With the help of research and development researchers
will provide the reports as per the research to the marketing unit of Cadbury so that the
marketing unit will set the strategies for developing the product by adding features to the
existing product or either to create completely new product and compete in the competitive
market for satisfying the customer needs and requirements, so that Cadbury can achieve the
target market and organisational objectives in an effective and efficient manner which will
result to cost management, strong marketing,
 Marketing related with customer service:- To achieve the target market as well to satisfy the
needs and requirements of the customers by providing the best services for that both marketing
and customer service are equally important and interrelated to each other for the success of
Cadbury. As marketing will help in letting the customer know the reason for choosing the
product or services as compared to the competitors to prove this Cadbury should provide best
services to the customers by the discovering new methods like to attract the customers,to
provide right information and to fulfil the needs and requirements of the customers in order to
know about the product. By providing best services through advertising and word of mouth that
will result to repetitive use of products by customers. Customer service is the simplest element
and it is less costly. With the help of marketing the best products and services the company will
get more and more customers as well as by providing the best services the customers stick to
that product by using the product repeatedly and this will also increase customer loyalty so that
Cadbury can achieve and capture the target market effectively and efficiently in the competitive
market .
LO 2
P3 Comparison of marketing mix of NESTLE and CADBURY
Marketing Mix
Tactical and operational part in a marketing plan. It is a set of tactical marketing tools which
are controllable. It is also known as 4ps – product, price, place and promotion and 7ps for service
marketing an addition of people, process and physical evidence.
Comparing Marketing mix strategies of Cadbury and Nestle
Cadbury Nestle
PRODUCT  Attractive Packaging and  Diversified product strategy

occasion specific production
strategy.
 Cadbury has a large product
range in chocolate world.
Segregation of products based
on demographic areas is the
strategy of targeting specific
customer base.
 Cadbury classifies its product
as per the seasons and sale
analysis of each country. Like
Cadbury is designing its
products for festives such as
Christmas and Halloween.
 Value created by the company
in chocolate industry has
benefited the company in
capturing new market base in
the biscuit and ice-cream
field.(Mallik, 2018)
 Consistency in innovation and
taste has made Cadbury as one
of the leading brand in the
chocolate industry.
with different and unique
features has helped the
company in increasing its
market share, thereby giving
its products a separate standing
in the market.
 Strategy of traditional product
designing has added another
customer base to the company.
 Nestle is selling its product
mainly under 5 categories
under the brand of nestle,
like ,milk powder, milk
chocolates,butter etc.
 large and different variety of
products helps customers to
choose the best suited product
which is helping nestle to
retain its customer as
everything is available under
the same brand.
 By providing premium quality
products Nestle is able to
charge high prices.
PRICE  Cadbury uses psychological
and cost-plus strategy.
 Strategic pricing of the
products for meeting all the
segments. Cadbury is charging
for their products based on
their quality.
 Prices for premium products
such as Bournnville are high
and low segment products
such as 5star. Perks etc. are
low.
 Cadbury decides its pricing
strategy considering demand,
competition and packaging.
 Targeting festive seasons it
charges its prices strategically
 Nestle follows Competitive
pricing and bundle pricing
strategy for its product line.
 Bundle pricing followed by
Nestle where rather than
individual products company
gives bundled products as it
costs less to the company and
availed at lower prices to the
customers.
 Prices are framed after
analysing the market scenarios
of the competitors as data is
available easily.
 Where data is not available
prices are framed based on the
costing of the product.

so that consumers have the
affinity of purchasing them.
 Discounting product for short
periods helped the company in
attracting new customers
increasing its market sharer.
 Cadbury do not follow
competitive pricing strategy, it
charges its prices according
the target customer segments
 Wide variety and unique
features has helped Nestle in
charging prices higher than its
competitors.(Tjan, 2015)
 It also follows optional product
pricing strategy where
accessories are charged
separately from the base
products. Like special
packaging on festivals and
occasions.
PLACE  Products of Cadbury are
available all around the globe.
It uses hierarchical structure
that is from wholesaler to
retailer.
 Cadbury do not follow direct
distribution process products
could be availed only through
the above structure.
 The company focused on
making its products available
all around the world so that its
products are available both in
rural as well urban areas.
 Distribution channel has
helped the company in
generating a large customer
base, which in tun credited the
company with ample amount
of revenues.(Lukhanyu, 2018)
 The product is now available
in more than 200 countries,
and the strategy has made
Cadbury a worldwide name
which is excelling in its
product range from years.
 Nestle uses both channels
direct and hierarchical.
 The marketing distribution
channel are, First online
marketing and secondly the
traditional organisational
structure which flows from
wholesalers to retailers.
 Online marketing has helped
the company in making its
products available to even
places where stores are not
available.
 Nestle follows an intensive
marketing strategy targeting to
make its product available to
all the retailers for easy reach
of the customers.
Distribution system followed by the
company has helped in integrating its
online and offline stores for easy
access over its products by the
customers.
 Its distribution strategies has
helped the company to be
available through all modes
helping it to generate high
revenues and a big customer
base.
PROMOTION  Cadbury has a number
strategies for its promotion.
 Nestle uses different medium
for its product promotions
including, online promotion

 Promotion strategies are
generally promoted through
newspapers,radio,television
posters.
 Cadbury uses various tag lines
for its sales promotion such as
“Tastes Like It Feels”
 Cadbury uses separate
promotion strategies for its
different products.
 The company chooses very
reputed and accepted
ambassadors for its brand. So
that it can influence people
about the quality of the
product and have an lasting
impression in minds of
consumers
 Cadbury also uses promotion
strategies which are based on
the season and occasion
attracting their attention by
giving special offers.
 Company has tried very hard
to create awareness among the
people about its products and
in making available in easy
reach of the people.
ads, joint ventures, special
offers, endorsements.
 The strategies mainly focus to
promote through social media
and online as the same are less
costlier and covers all
segments of customers.
 Nestle is expanding its
promotions by participating in
various traditional events and
trade exhibitions held around
the world.
 Nestle undergoes various
campaigns for creating its
product awareness, such as
inviting schools and colleges
for factory visits and
describing them the production
process.(Minculete and Olar,
2018.)
 The focus of the company
product is on the families as it
provides mainly product which
provides the company segment
for promotions thereby
attracting the youngsters.
PEOPLE  Cadbury is a well established
company since years and
created a large customer base.
 The people working under the
company play a vital role in
making the company achieve
its objectives.
 The company provide training
and skill development courses
for enhancing their efficiency.
 Cadbury is been able to create
a strong trust among the
people working with it
because of which company is
able to maintain its sustainable
market growth.
 Nestle is a huge brand name
with a wide range of people
working under the name all
over the world.
 Considering the human
resource of the company is
important as it helps in the
company in promoting its
business to the outside world
 People under sales department
given training in persuasive
techniques and to
communicate effectively with
the business customers
considering their preferences.
 Issue resolving team is setup