Marketing Essentials Report: Cadbury's Marketing Plan and Strategies

This report delves into the core functions and responsibilities of marketing within a business context, emphasizing the critical roles of product development, pricing strategies, promotion, distribution, and market information systems. It examines how marketing departments interact with other key org...Read More

Marketing Essentials

CONTENTS
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Major roles and responsibilities of marketing function....................................................1
P2 Responsibilities and roles of marketing relate to organisation.........................................3
M1 Roles and responsibilities of marketing function.............................................................5
M2 Importance of interrelationship between functional and marketing functions................5
D1 Evaluation of major elements of marketing function.......................................................5
TASK 2............................................................................................................................................5
P3 Application of marketing mix to marketing planning for achieve business objectives....5
M3 Various tactics applied by enterprise to achieve business objectives..............................8
TASK 3............................................................................................................................................8
P4 &M4 Evaluation of marketing plan for Cadbury..............................................................8
D2 Marketing plan with use of 7Ps to achieve marketing objectives..................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Function of marketing can be defined as the one which reveal major roles of business
organisation that help in develop a featured product and help in do promotion of same.
Marketing research, development process, promotion, product plan, customer service and sales
are the major function. Marketing department of firm involve various responsibilities that remain
responsible for growth and success of entity. Further various functions of marketing department
perform various roles that support entity in achieve its set goals and objectives. Manager of
marketing department use various communication tools to promote company's product and to
influence customers to buy the same (Malhotra, Birks and Wills, 2013). Overall marketing
department play a significant role in every enterprise as this provide an opportunity to firm to
communicate with target market. Cadbury, a British multinational confectionery firm is taken
under this report for study. This is the second largest confectionery brand in world. Major roles
and responsibilities of marketing function of an entity is detailed in this report. Further,
interrelationship of marketing department with other major function of firm is also given in this.
Application of major element of marketing mix by an enterprise for achieve its set marketing
objective and marketing plan of Cadbury is given in this.
TASK 1
P1 Major roles and responsibilities of marketing function
Various type of communication channels are use by a business enterprise to interact with
its consumers and to make them inform about company's product and services. This function us
perform by marketing department of company (Eslinger, 2014). Different roles and
responsibilities of marketing department affect success and growth of entity so it is very essential
that all should be perform in right manner. Major roles perform by marketing department are
product, promotion, pricing, selling, distribution, marketing information system and financing.
All these roles can be better understood by the following points:
 Product: Every enterprise manufacture and offer goods to its target customers for satisfy
their needs and wants and to keep them for a long time period. This is also known as mix
of various tangible and non tangible features (Lane, 2014). For attract large number of
individuals towards company's product and fulfil their requirements, it is very essential
for firm to add unique and better features in its product. Manager of marketing
department carry out research to identify the factors that influence individuals to buy
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company's product. Further, attitude, behaviour, needs and trends in current market is all
analyse by marketing manager. With this, Cadbury can achieve sales target and can
capture a large market share.
 Financing: Financial resources are known as one blood of every enterprise or it can be
said that a business entity cannot perform its operation without financial resources
(Draelos, 2010). Proper amount of funds help manager in execute all activities in
effective manner. Manager of marketing department remain responsible to identify funds
require to carry out promotional activities.
 Pricing: Price is known as one of the most significant element of every product. This
refer to the monetary value charge by firm from its customers in exchange product.
Before set the final price of product, it is very important for manager to examine various
factors such as how much customers are ready to pay, price of competitor's product and
many more (Dibb and Simkin, 2013). All this help manager in set a right price for
product and at the same time support in offer value to its customers. Marketing manager
is the one who remain responsible to examine all these factors and determine the final
price of product. Right price of product help firm in attract more customers and also
provide competitive benefit to company.
 Management information system: Needs and wants of customers are changing on a fast
speed and survive in market, it is very essential for an organisation to satisfy their needs.
For this various research are carry out by firm to better understand the needs of customers
and to influence them towards company's product. Management information system, help
manager in collect, analyse and store huge amount of information is safe place. Further,
this is use to present relevant data before managers which help them in take better
decision.
 Promotion: This is known as one of the most important and prime function of marketing
department of entity. It can be said that marketing department is known for its promotion
activity (Baker and Magnini, 2016). Manager of this department formulate plans to use
various communication channels for carry out promotion of product. Marketing manager
remain responsible to determine the most effective channel of communication. This help
in encourage more individual to purchase company's product and increase its profits.
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 Selling: Manager of marketing department formulate policies and strategies for increase
sale of company's product. Information collected through various sources is examine by
marketing manager to serve more number of customers. Mainly, all efforts done by
marketing department directly impact on sale and manager remain responsible to do
efforts so firm can achieve its set sales target.
 Distribution: Process of transfer final goods from warehouses to final hands of customers
is known as the process of distribution. Various modes are there which can be use by
manager for carry out distribution process. It comes under the responsibility of manager
to examine cost and advantages of every channel and choose the effective channel. Right
distribution channel save both time and cost of company and increase effectiveness of
business process.
All these are known as the major roles and responsibilities of marketing department of
entity. It is very essential that all these should be well perform by the marketing department of
Cadbury. With this, entity can attain its set sales target and at the same time can generate more
amount of profit.
P2 Responsibilities and roles of marketing relate to organisation
According to the current market environment the competition has raised because of which
may companies are now providing the best quality products to its customers at a very reasonable
price (Campbell and Martin, 2015). Therefore, it is sometimes quite difficult to pull the attention
a large number of people as consumers get a wider perspective of choosing the commodity of
their choices. Thus, for increasing their sales marketing plays an important role as they used
various marketing strategies for expanding their business and gross sales as well. Some of the
roles and responsibilities of various departments with other sectors are mentioned below so as to
understand it in a better manner: Marketing function with operation department: Operation function performed by a
company can be directly linked with the production process of a firm. Therefore, it is
important that production department of an organisation manufacture goods in such a
manner that they provide excellent quality products to its customer, this will increase
their competitive benefits. As a result company can sustain a better position at market
area. Other than this, the manager of marketing department must have adequate
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information about the resources that they can going to utilise for giving a suitable
commodities according to the needs and wants of consumers. Finance department with marketing function: In every organisation the department of
finance plays an important role as they are the one who provide satisfactory amount to
other sectors. With the help of this, company can execute their plans in an appropriate
manner. Therefore, to attain the possible outcomes it is essential that managers of
Cadbury have a ample amount of money so that they can produce goods effectively. For
this, it is required that marketing department of the company have a proper relation with
finance department this will help them in having proper decision in terms of making a
proper budget for their future proceedings. Sales and marketing functions: Sales and marketing are both can be linked with one
another as for increasing the sales company must work on their marketing strategies.
Therefore, they must apply the plans through which they can attract more and more
people for increasing the sales and profitability. Research and development department and marketing function: With the change in
course of time the choices and preferences of customers are also changing so it is
important that company must manufacture goods as per the needs and wants of
consumers. This department has become one of the essential part and through this they
can gather information according to the requirements. This will help them in making
alterations in their commodities according to the current market situations. Marketing department with human resource management function: Employees are the
most important element who perform their role in providing best results. Therefore,
Cadbury has hired employees who are skilled and have adequate information about the
field. Thus, through this, workers can have a better relation with customers. IT department and marketing function: Today every enterprise carry out various type of
research for collect information about the trends exist in market and to identify the main
features which influence them to buy company's product. Functions perform by
marketing department are interrelate with the activities of IT department as manager store
the collected information in software. All this help in store the information in safe place
and at the same time support in use the same for future purpose which help managers in
take better decisions related with business.
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All these are the major departments run in an enterprise and execute various activities which
support organisation in attain its set target (Al-Ekam and et. al., 2012). Functions perform by
these department are interrelate or interlink with the actions or decision taken by marketing
department. Manager of Cadbury require to consider this while assign roles and responsibilities
to employees. With this, manager can formulate better strategy and at the same time can
maintain the quality of its products. Further with this, cooperation can be maintain among
various business department which increase effectiveness of business activities. There should be
proper coordination among activities of marketing and various other department as this help firm
in achieve its objective.
M1 Roles and responsibilities of marketing function
Carry out effective promotion of company's products is known as one of the most
significant responsibility of marketing function. For this, mix of communication tools are use by
marketing manager to make the customer's inform features of goods as this help entity in
achieve its sales objective.
M2 Importance of interrelationship between functional and marketing functions
Various activities perform by marketing department of entity are interrelate with various
other department working in entity. It is very essential for manager to consider this while
formulate plan and business activities. Different type of research are carry out by marketing
manager for collect information about the trends exist in market and this information is use by
other departments for take decision.
D1 Evaluation of major elements of marketing function
One of the main reason why marketing department is known as one of the most
significant department of an entity is that it provide opportunity to firm to communicate with its
target market. Strategy, research, plan future actions and many more are the major key factors of
marketing function.
TASK 2
P3 Application of marketing mix to marketing planning for achieve business objectives
Marketing mix is a combination of various factors which consists product, price, place,
promotion, people, process and physical evidence (Wieser, 2012). Every enterprise implement
this concept to increase effectiveness of its marketing activities and attain its set sales target. One
of the main benefit of this is that it increase profits of organisation as this influence large number
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of individuals to buy company's product. Application of all these elements remain different form
entity to entity. But it is very important for firm to apply all these factors of marketing mix in an
effective manner. Application of various factors of marketing mix by different
organisation can be understood by the following table:
Basis Cadbury Hersheys
Product Product portfolio of Cadbury is very
rich. Different type of products are
offer by firm for almost every type
of age group. Dairy milk, Oreo,
Bourneville, five star are the most
popular products of Cadbury. Due
to this, today this is one of the
leading firm in chocolate sector.
Hersheys is famous for all
sweet and chocolates syrups.
One of the main feature is
that entity offer various type
of products that are available
in all size and shapes. Today
products of Hersheys are
positioned as tasty and
healthy products for
customers.
Price Due to its effective marketing
activities, firm charge a high price
for its various products such as
Bournvita, Oreo and many more.
But firm also offer its various
quality products at affordable
prices. Different type of products
are offer by entity by pricing
strategy of each product is different
from the other.
Hersheys also chare a high
price for all its products
that’s why it also come
under the premium brand.
Upper middle class
population is the major target
of firm. Price of all products
offer by this firm remain
between $10 to $55.
Place Effective distribution channels use
by firm is known as one of the
biggest strength of Cadbury.
Todfay’s company’s products are
available in every corner of world
but due to lower demand of its
Various grocery stores are
there that offer Hersheys
products. In addition to this
company use various for
serve large number of
customers such as online
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products in rural areas rural
distribution of entity is not so
strong. But still overall presence of
firm is very effective as its products
are available in every local retail
shop.
stores, vending machines and
many more. Overall its
products are available in all
major cities and populare
areas.
Promotion Cadbury adopt a different marketing
strategy for its every product. For
example, company do marketing of
its celebration to position it as a
product that is use for the purpose
of gifting. Further brand recall of
entity is very high due to its
effective BTL marketing. Today,
almost every individual think about
Cadbury before purchase a
chocolate.
Various advertising medium
such as magazine Ads,
billboards, TV Ads and
many more are use by firm
to carry out promotion of its
products. One of the main
focus of firm is to
manufacture quality and
tasty chocolates so that every
individual van enjoy it.
Further products called Milk
booster tries to get a position
as healthy drink for growing
kids.
People In every kind of enterprise,
employees play a significant role as
these are the one who manufacture
products for satisfy the needs of
final customers. Cadbury use
effective strategies for use all
knowledge and skills of its
employees in better way.
Skilled workforce help firm
in carry out innovation in its
products that help in attract
large number of customers.
Further this also provide
competitive benefit to entity
and provide an opportunity
to generate large amount of
profits.
Process Cadbury set and follow a effective
and simple process for manufacture
Sequence of steps is also
follow by Hersheys for
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chocolates and maintain its taste
and quality. Further, this save time
and cost of business enterprise.
manufacture healthy and
tasty chocolates for its
customers and to satisfy their
needs.
Physical Evidence Cadbury encourage collection of
feedback firm all its customers. This
help manager in identify the areas
of improvement and support in offer
featured products to its target
customers.
company carry out research
in order to add more features
in its product and for
influence large number of
customers.
M3 Various tactics applied by enterprise to achieve business objectives
Action and decision taken by firm for attain set goals and objectives is known as tactics.
Various tactics are apply by enterprise to complete more than one task (Perreault, 2010).
Different tactics are apply by marketing department as per the situations exist in workplace and
as per the changes take place in business environment.
TASK 3
P4 &M4 Evaluation of marketing plan for Cadbury
` Marketing plan refers to the paper that reveal marketing objectives that entity wants to
achieve in coming years. Various efforts are done by firm and different promotional activities are
carry out for achieve that set marketing goal. Existing market position of entity is also indicated
by marketing document (Moons and et. al., 2010). Marketing plan mainly formulate in formal
structure but sometimes it is develop by follow informal structure which increase its flexibility.
Formulate a marketing plan is known as one of the most important function of every enterprise
as this guide marketing manager and at the same time highlight the major ways for attain set
sales objective (Hsu, 2011. For formulate a better marketing plan, manager first identify the
target customers and after that examine their needs for serve them in an effective manner.
Further, an enterprise carry out various activities for prepare a marketing plan such as examine
current market trends, formulate budget, sales forecast and many more (Lancaster and
Massingham, 2010). One of the main benefit of marketing plan is that it help organisation in
utilise all available funds and resources. For formulate a better an effective marketing plan, it is
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very essential for manager to first analyse the strengths and weakness of firm. Following are the
major factors that require to be consider by the manager of Cadbury for formulate marketing
plan:
Overview of Cadbury: Various type of confectionery products are manufacture and sold
by Cadbury. One of the main feature of firm is that it offer its goods in various categories such as
drinks, bars, candies and many more. Large number of employees work in firm and support in
manufacture featured products for its target customers.
Vision of Cadbury: Vision refers to the place that firm wants to achieve in coming years.
This largely affect the marketing objective and activities of firm so it is very essential for
marketing manager to analyse the vision statement of firm. One of the main benefit of vision
statement is that it provide direction to employees and managers to perform their job roles.
Vision of Cadbury is to “Working together for create the brand that individuals love”.
Mission of Cadbury: Mission statement highlight the major objective for which organisation
carry out various activities. Mission statement of Cadbury indicate “Cadbury means quality and
this is the promise entity”. Reputation of organisation is depend on its quality products.
Goals and objectives of Cadbury: Various efforts are done by Cadbury for achieve its objectives
which is to become world’s no. 1 largest and best brand in confectionery.
Manager of firm should have adequate information about the vision and mission of firm as this
help in formulate a better marketing plan that help in achieve end results. In addition to this carry
out SWOT analysis is also very important as this help in use firm’s strengths for fulfil
requirements of customers.
SWOT Analysis of Cadbury
Strengths: World’s leader in category of chocolates is one of the biggest strength of Cadbury.
This is second largest confectionery brand after Mars. Presence in more than 190 countries with
effective channels of distribution is another major strength of firm. Large number of products are
manufacture and offer by firm due to which it has a effective product portfolio. Company charge
high prices from all its customers due to high quality of products. More than 40 type of products
are sold by firm which help in generate large amount of profit.
Weakness: Ineffective distribution in rural areas is refer as major weakness of Cadbury. Due to
happening of various incidents related with the quality of firm’s product, company loose its
market share.
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Opportunities: Penetrate rural area is one of the biggest opportunity available for
Cadbury. With this firm can serve more number of customers and can generate more profits.
Further, every individual like new flavour or taste so buy bring new flavour in its chocolate
company can attract more number of customers.
Threats: Due to increase number of health conscious customers company face a fall in
sale of its products and this serve as one of the biggest threat for firm. Today individuals like to
prefer healthy juices and fruits. Further, due to increase price of its products company loose large
number of its customers.
STP of Cadbury
Segmentation: Under this firm divide the whole population in small groups that share a common
feature. Segmentation of Cadbury consists impulse segment, take home segment and impulse
segment.
Targeting: Cadbury has distinguished all its products according to the class of customers. Its
various products such as Bourneville and temptations is only for the individuals who are willing
to pay more.
Positioning: “Real taste of India” is the punch line use by firm to positioning its product in
market. One of the main feature of entity is that it offer products for all age groups.
Marketing strategy: This is known as the plan of action use or execute by firm to
influence individual to buy company’s product. If effectively implemented, this increase the
profits of company. Cadbury do changes in its products as per the needs and requirements of
individuals which help in attract and satisfy them.
Execution: In this all major strategies are implement by firm to achieve marketing
objectives and to serve more number of customers.
Evaluation: All strategies, tools, methods and process use by manager are examine under
this for improve the mistakes. Analysis of sale and profit of firm is done in this. .
D2 Marketing plan with use of 7Ps to achieve marketing objectives
Every enterprise either small or medium formulate a marketing plan for attain its
marketing objectives. Various elements of marketing mix such as product, price, place,
promotion, people, process and physical evidence support manager in formulate better and
effective plan which help firm in attain its set objectives
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CONCLUSION
From the above information, it can be summarised that it is very essential for marketing
department of Cadbury to perform all its roles and function in an effective manner,. With this,
firm can achieve its sales target and at the same time can generate large amount of profit. Roles
and responsibilities perform by marketing department not only increase sales of company's
product but at the same time affect various other functions perform by entity. For formulate a
better and effective marketing plan, manager require to use all components of marketing mix in
adequate manner as this support in achieve marketing objectives. Proper funds require to be
allocate to marketing department as this help manager in execute all activities in right manner
and at the same time increase effectiveness of business process.
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<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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