Cadbury Marketing Plan: Roles, Responsibilities, and Strategies

This report provides a comprehensive analysis of Cadbury's marketing plan, encompassing the roles and responsibilities of marketing functions within the company. It explores the relationship between marketing and other departments, such as finance, human resources, operations, research and development, and information technology. The report includes an examination of Cadbury's marketing structure, highlighting the importance of market analysis, planning, customer service, promotions, and relationship management. Furthermore, it compares the marketing mix of two organizations and evaluates the tactics they employ. Finally, the report culminates in the development of a strategic marketing plan for Cadbury, tactically applying the 7Ps of marketing to achieve its objectives. The report emphasizes the significance of effective communication and customer-centric strategies for success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Responsibilities of marketing Function................................................................1
P2 Relation of Roles and responsibilities in wider context.........................................................4
M1 Analysing roles and responsibilities of marketing...............................................................6
M2 Significance of interrelationship between marketing and other functions ..........................7
D1 Critically analyse key elements of Marketing functions ......................................................7
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix of two organisations..............................................................7
M3 Evaluation of different tactics applied by companies to achieve the objectives................10
TASK 3..........................................................................................................................................10
P4 Marketing Plan of Cadbury..................................................................................................10
M4 Evidence based marketing plan..........................................................................................13
D2 Strategic marketing plan that tactically applies 7p's...........................................................13
CONCLUSION ..........................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a crucial factor for the business working in a
marketplace. Attaining growth and success is what every company desire
for. There are various kind of functions and activities which are being
performed by the company and those are interdependent of each other.
Number of essential factor within company are like advertising, promotion,
sales and many more (Berthon and et. al., 2012). These kind of functions
mainly helps in launching products within marketplace. Marketing can be
stated as process by which the attention of the customers are drawn
towards products and services. In order to offer the best services and
effective marketing, high performance employees are needed who can
manage this process. There are number of funnels which are being utilised
by the marketing process in order to reach out the targeting customers and
thus make the better sales. In this report, company taken is Cadbury which
is multinational company dealing in the chocolate and coffee products. This
company was established in 1824. There are various factors which will be
discussed within this report like roles and responsibilities of marketing
functions along with the relation of marketing with other kind of sector.
Besides this, marketing mix of two companies along with basic marketing
plan will be created.
TASK 1
P1 Roles and Responsibilities of marketing Function
Marketing can be stated as one of the crucial factor for the business process. This provide
assistance to the company in generating the loyalty and value to the customers in order to draw
their attention towards the products and services. This in turn allows the managers to reach out
the clients who have high potential by using various kind of techniques. Knowledge is being
gained by this kind of process in order to make effective strategies for the company. So there are
various kind of policies which are being formed in order to attain high competitive advantage
within the market (Day, 2011). Generally, sector of marketing is all about by which company
tries to enhance the sales ratio along with the profit.
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Better and effective strategies are being utilised by the Cadbury within the marketing
process and along with this, new and effective policies are being formed by the management in
order to attract large amount of customers for their products. As they are into food sector,
Cadbury has formulated various kind of plans for expansion and bringing out new kind of
products with unique taste. Marketing necessity within Cadbury is being described below:
 Essential role is being played in developing the high level of competitive advantage
within market by providing effective services to the clients and satisfy them.
 Essential details are being provided by the marketing sector to an organisation which is
highly needed by the manufactures along with producers in order to make the services
effective and better according to the needs and wants of customer (De Vries, Gensler
and Leeflang, 2012).
 Market analysis and research is being conducted by the company in order to gather up the
data regarding the trends and choices for the customer within the market in order to
produce the products and services as per the demands in market.
 Adverse kind of situations are being faced by the company and thus marketing process
can help to handle them in better way.
There are number of companies who have different kind of marketing process. Structure
of marketing totally depends upon the size of the comp[any like if the company is small in nature
then it will have few departments but if there is the company on large scale then it will have
various kind of departments. Formulating better and effective marketing structures is highly
useful in determining that which kind of employee is on what kind of position and in which
sector (Grönroos and Ravald, 2011). By this, distribution of responsibilities is highly
essential for the company. Structure of company is described below:
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Illustration 1: Marketing Sector
(Source: Structure of Marketing department, 2017)
There are various kind of advantages of marketing structure:
 It aid in deciding the role of staff effectively.
 Monitoring and evaluation is done easily through this.
 The person knows clearly whom they have to report to.
 It is considered as a cost and revenue centre and therefore the people are appointed as per
their roles only.
There are various kind of roles and responsibilities which are being implemented by marketing
process of Cadbury and those are: Collecting market information: This can be stated as crucial role for the team of
marketing which is gathering of essential data from the market. There are various kind of
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researches which are being conducted by the managers in order to analyse and thus
evaluate the goals and objectives of company in better and effective manner. Market planning: Formulating up of effective plans is the foremost responsibility of
marketing team in order to attain the aims and objectives in better and effective manner.
By the help of planning, various kind of issues for the future are also ascertained
(Grönroos, 2011). Along with this, managers of the marketing gives structure to the
plans. Customer Services: This one can be stated one of the most essential function which is
being performed by the marketing sector and here the issues are being resolved which are
from the end of customers after utilising the products. It is highly essential to find out the
appropriate solutions for the issues as this will bring out the loyalty for the customers.
Issues needs to be solved out on time or even at the time the complaint has been made. Advertisements and Promotions: It needs to be ensured by the marketing managers of
company that the marketing of products and services are being done in better and
effective manner. There are new products which are being launched by Cadbury which
needs to be marketed well in order to make the customers avail the benefits. Relationship Management: Maintaining the healthy relationship is the key duty of
marketing sector within the company along with the external factors as well. They
mainly try to make the relations in effective way among the employees of company and
thus they will be able to work out with each other and thus attain the objectives.
 Communication: It is highly essential for the company to have better and effective
communication channel within the workplace along with external factors in order to
maintain the good communication with customers (Gummesson, 2011). It is highly
essential for the company to determine the actual needs and wants of the customers.
P2 Relation of Roles and responsibilities in wider context
This kind of concept is highly essential for each and every company within marketplace.
By the help of each and every company, launching of products can be done and thus by that large
number of customers are being attracted. There are various kind of activities along with plans are
are being formulated which in turn can be utilised for capturing large number of customers along
with position within marketplace. There are various kind of obstacles which are being formed for
gaining growth and success. Thus, in order to deal with various kind of situations, better schemes
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are being developed in which every kind of department will work with one another (Hair and
et. al., 2012). There is the high need of marketing sector which can work with the whole
company for attaining large number of customers along with competitive advantage and that too
for long period of time. There are certain sectors who are directly linked with the marketing
which in turn can play essential role and responsibilities in growth of business along with
development. These all kind of sector are being determined below:
Financial department: They are dependable and subject for expanding and growing huge
number of capital. Under this distinctive angles are incorporates, for example, capital planning,
portfolio administration, profit arrangements and short and long haul wellsprings of fund. With
showcasing, administrator can't accomplish every one of these viewpoints so in this they takes
better judgements about putting resources into administrations and items. For amazing zenith of
offering exercises and strategies there is gestured huge measure of store. With a specific end goal
to creating and making yearly spending plan of the organization, in this circumstance trough
decide a couple of sums for the exercises of showcasing, for example, publicizing,
advancements, deals advancements, and open connection so business substance play out their
whole capacities and activities in a simple way.
Human resources department: Essential role is being played by the HR sector in attaining the
objectives. Crucial role of this kind of sector is to recruit and thus select the knowledge and
skilled person which in turn can easily improve the ratios of profit along with the production in
better and effective manner (Hinz and et. al., 2011). According to the aspect of marketing,
if the workers are mainly trained and developed, the the level of potential will be high along with
performance and thus the customers targetted will be done in better and effective manner. This
kind of sector will provide help to Cadbury in determining the needs and wants so that objectives
can be attained in better and effective manner.
Operational and production department: This kind of sector mainly is all about directing,
motivating, planning, organising and thus staffing up of all the activities along with policies
which are mainly considered for the manufacturing process. It is the responsibility of Cadbury
for enhancing the services and products qualities. Results of this kind of process is of effective
productivity and profitability of company. Main focus criteria of marketing sector is to increase
the sales of products and thus attain the long term objectives. Bringing innovation factor within
the products and services can attain certain aims and targets (Huotari and Hamari, 2012).
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Hence, there is the interrelation with the sales and marketing division which is few sales and
marketing division which is few of innovative commodity along with enhancing the offers
which are being provided by the company on the basis of market research.
Research & development department: Crucial role is being played by this kind of sector in
determining the needs and wants of customers and buyers as per the market trend. This kind of
sector is linked with the innovation in products along with improving the additional feature for
product quality. Market position of the company is being determined and evaluated along with
buyers perception, choices, taste and challenges. Hence, marketing sector which will have certain
details for enhancing the policies and strategies in better and effective manner. This in turn will
support in fulfilling the demands of in better and systematic manner.
Information technology: This kind of sector is highly responsible for reducing the various kind
of issues like technical error which is being faced by the company within the operations of
business. In this kind of situation, past records are being kept by the IT manager. Entire activities
and functions for the marketing division in the judgement for making the procedures (Jobber
and Ellis-Chadwick, 2012). Managers of the Cadbury have the data and along with past
one for the buyers and managers of background. So in order to enhance the strategies of
marketing is business organisation for enhancing the profit ratios of company. Along with this,
there are various kind of sectors in improving the clients for the connection for the use of various
approaches.
Customer service department: This kind of sector is highly responsible for minimising the
barriers along with the queries which in turn cam fall out after buying of the commodity. If
Cadbury company is been able to resolve the issues of clients, then common interest can be
attained in better and effective manner. This will provide assistance in sustaining the target
customers for long period of time (Kaplan and Haenlein, 2011). It is highly valuable and
provide advantages to have the loyalty of customers in better and proper manner.
M1 Analysing roles and responsibilities of marketing
There are various kind of roles and responsibilities which are needed to be performed by
the marketing sector within an organisation. This mainly provides the help of making the
effective strategies which are highly useful for the companies in performing the activities in
better and effective manner. Market research is being conducted in order to collect the vital data.
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In summarise manner, roles and responsibilities are much more effective for the marketing
environment.
M2 Significance of interrelationship between marketing and other functions
This is highly essential for an organisation to include activities of marketing in all other
sectors as this department will make the process and conduction of operations much more easier
by interlinking departments with each other which in turn can improve the efficiency of
company.
D1 Critically analyse key elements of Marketing functions
According to Kim and Ko (2012) , there are various kind of factors which are being
included in the functions of marketing which in turn can help them to make the business process
much more effective in order to attain the goals in efficient manner. By this, they will be able to
gain many customers and create better image in the mindset of customers and uplift the goodwill
within market.
TASK 2
P3 Comparison of marketing mix of two organisations
Marketing mix is being considered as an essential tool which in turn can help out the
company for developing the appropriate kind of marketing strategy. By the help of various kind
of action plans, marketing mix can be implemented. Here, the product which is being
manufactured by the company which can be assessed completely and that is by the pricing, place
of selling, promotions and many more.
This kind of strategies are being implemented by Cadbury in order to reach out
customers in each and every corner and that too at the correct time (Kotler, 2011). In earlier
times, marketing mix used to be of 4P'S but now in modern scenario, there are about 7P'S of
marketing which will be discussed. So marketing mix of Cadbury and Nestle is being described
below:
Basic Cadbury Nestle
Product There are various kind of products
which has been launched by this
kind of brand. This company has
This company has been manufacturing
up various kind of products which are
like coffee, bottled water, milkshakes
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applied number of pricing strategies
and thus have fulfilled the criteria of
various marketing segments. This
company has been applying
innovation within the products so
that customers can have better and
unique taste. Its various products are
like dairy Milk, Oreo Biscuits,
Freddo, Crunchie and many more.
and other beverages including
beverages, breakfast cereals, infant
foods and many more.
Price In this kind of segment, Cadbury has
been following a process range in
which is wider in nature in order to
suit to every sphere of buyer and
seller (Krishna, 2012). Median
pricing strategy is being adopted by
this company where the products are
being sold on discount and due to
this sales and profit ratio are
enhancing and high revenue is being
generated.
This company has the concept where
they mainly want to sell up products at
reasonable price in order to make the
person easily afford it. They have
different kind of prices for various kind
of products.
Place Cadbury company is been expanding
its area of operations since the time
they have emerged within the
market. As per the stats of 2017, this
company has covered 3.4% more of
market as compared to the last year
in India. Products of this company
has been able to reach out the
customers in ease manner and that
too at reasonable prices. This
Products of this company is being
present in almost 25 countries. There
are many of the products which this
company has made available to the
customers as they have targetted the
middle class people with affordable
prices (Linoff and Berry, 2011).
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company has targetted the economy
by selling its products as mode of
gifts.
Promotion Cadbury knows the need of
promotion of their products and they
mainly gives the special attention to
the its activities of marketing. There
are various tools which Cadbury has
been using and the most utilised one
is social media and TV on which
there are various advertisement done
for existing and new products.
Products are being promoted by the
company by utilising various
promotional tools for the marketing.
They mainly deal with customers in
better way and work as per the needs.
Nestle has been utilising the social
media for promotion as this is the best
way to reach out to customers.
Process This kind of process by which
Cadbury have reached to its
customers has made its generic.
There are various kind of level
through which the product passes
and thus been analysed in proper and
effective manner.
Process which is being followed by
Nestle for making the products
available to the customers in complex
in nature as there is the extra cost
which is being applied due to
increment in production cost.
People The general population who are
working in Cadbury are ethically
associated with the organization.
They are particularly inspired for
playing out their work and the
correspondence procedure of the
organization is additionally great.
The general population who are
working in Nestle is extremely
productive as they are dealing with the
stores exceptionally well and they
ensure that the clients are fulfilled
when they leave the organization
(Lovelock, 2011).
Physical
Evidence
Products are present in various kind
of stores and thus they can be
reached in ease manner. They are
also giving out the facility of various
Products of this company are present
all over the world and are being made
present.
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