Marketing Functions and Cadbury's Marketing Plan Report

This report provides a detailed analysis of Cadbury's marketing strategies, functions, and roles. It begins with an introduction to marketing, defining its core concepts and principles, and then focuses on Cadbury as a case study. The report explores the merchandising functions, the roles and responsibilities of marketing within Cadbury, and the application of the marketing mix in the marketing planning process. It also includes a comprehensive marketing plan specifically tailored for Cadbury, covering various aspects such as production, product, selling, marketing, and societal concepts. The report further delves into the key functions of the marketing department, including financing, buying and selling, product design, and marketing planning. It also examines the responsibilities such as market research, SWOT analysis, strategy creation, and distribution. Furthermore, the report highlights the interrelationship between the marketing department and other departments within the company, emphasizing the importance of marketing as a core business function. The report concludes by summarizing the key findings and insights into Cadbury's marketing success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Merchandising functions and its various roles and responsibilities.......................................1
P2 Roles and responsibilities of marketing in CADBURY........................................................4
TASK 2............................................................................................................................................8
P3 Application of marketing mix in marketing planning process...............................................8
TASK 3..........................................................................................................................................11
P4 Marketing plan of CADBURY............................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing can be defined as process of selling and buying goods. In other words, it
makes good exchange relationships between buyers and sellers. Basically, it is set of activities
which helps in making, communicating, delivering and exchanging offer which crests value for
different stakeholders. marketing section helps in identifying customer needs, demands and
wants (Lamb, Hair and McDaniel, 2011). After evaluating market information, organization can
produce goods and services according to their demands. In simple words, marketing is a
managerial procedure which is accountable for discovering, analysing and gratifying customer's
needs and wants (Akdeniz, Calantone and Voorhees, 2013). This project report is based on,
CADBURY which is world's biggest confectionery brand and located in Britain. Its best selling
product is its tasty chocolates. In present time this company is focusing on its marketing
department so that it can get higher success in confectionery industry (Jobber and Ellis-
Chadwick, 2012). There are various principles and concepts of marketing which can help
business enterprise in operating organizational function in most effective and systematic manner.
In this report, meaning and different roles/responsibilities of marketing has been determined.
Along with this, elements of marketing mix has also been explained. At last, a complete
marketing plan has been prepared for CADBURY.
TASK 1
P1 marketing functions and its various roles and responsibilities
Marketing function assists business enterprise in improving its current products and objectives.
There are various marketing activities such as promotion and advertisement which helps
company in attracting big crowd. It just not attract customers but also it retain them for long time
period. There are four main elements on which marketing department focus and these are
product, price, place and promotion. Success of any enterprise totally depends upon these
components (Baker and et. al., 2016). The main objective of marketing is to attract and retain
new clients because they are the only key through which organization can increase its
profitability as well as productivity (Akdeniz, Calantone nd Voorhees, 2013). The concept of
marketing always develop as per the requirement of market needs. Different aspects of marketing
are follows as under:
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 Production concept: This component helps sellers in producing favourable and
affordable products and services. Because customer prefer those goods which are easily
available and can be purchase at low prices. This concept is oldest and gives core
attention to operations (Begic and Duman, 2013). Product concept: People like to buy those products which offer unique features, quality
and performance. This concept gives central attention to customers according to this
approach, company can make their clients loyal by providing them more options of
products. So, every organization should produce goods and services as per the
requirements of their customer. Selling concept: Success and failure of products totally depends upon their promotion
and advertisement. Because customer buy those goods which are highly popular in
market. In modern world, organization can not achieve its desired goals by only focusing
on selling, it have to give core attention to marketing activities such as promotion and
advertisement (Ripollés and Blesa, 2012). Marketing concept: This approach focus on needs and wants of target market. It believes
in delivering better value to customer as compare to competitors. According to this
concept company should follow pull strategy. For this, organisation should build strong
image of their brand so that it can attract a huge number of customers (Blythe, 2012).
This approach is totally different from selling concept because its give core attention to
buyer's needs instead of seller's needs. Also, it make various efforts to achieve
competitive advantage in market place.
 Societal concept: This approach gives importance to needs and wants of target markets.
Also, it focus on delivering better values as compare to contenders to improve social
welfare. In simple words, this concept guide organisation to identify interests and wants
of target market and provide better satisfaction to clients more than market competitors.
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(Source: Bhasin H., 2017)
Moreover, these are some most important five concepts of marketing which guides
organization to produce quality products and services so that it can satisfy needs and demands of
target market. CADBURY is well known confectionery brand because of its effective marketing
function, which assists it to utilise available resources in appropriate manner. This organization
have strength of approx 71,657 employee which represent its such large size. This enterprise is
highly popular and successful just because of its marketing strategies and policies (Desai, 2013).
Different marketing activities helps it in fulfilling customer's demands and enhancing
organizational profit. Without this, company can not operates its business operations in most
effective and systematic manner. In business enterprise, marketing department plays various
important functions which are follows as under:
Financing: Finance is considered as most important resource of every organisation. Without
this, company can not operate its different business activities and practices. High financial
growth of organisation represents its good market position within market place. Also, it helps in
performing marketing activities as well. Business enterprise can acquire financial funds from
various resources such as banks, public and many more.
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Illustration 1: Five Concepts Of marketing

Buying and selling: In business enterprise, marketing manger plays various roles and
responsibilities. They are responsible for buying and selling goods or services on that price
which is affordable for customer and also provides enough profit to company.
Product designing and developing: Design and development of product also depends upon
marketing department. In modern world, customer are becoming more demanding, so it have
become major challenge for all companies to design and develop their products in that manner
which can attract huge number of customer. That is why marketing department gives core
attention to product design and development so that Cadbury can attract huge number of people.
Marketing planning: Marketing managers makes various plans and procedure so that all
business activities and practices can be operated in most effective and systematic manner. With
the help of this function, Cadbury can produce products and services in an appropriate manner
which will generate high level of financial profit.
Marketing information system: This marketing function helps company in managing and
arranging all business activities and practices in impressive manner. With the help of this,
company can make most successful business plan on the basis of collected information by
marketing department. Apart from this, roles and responsibilities of marketing department are
follows as under:
Market research-and-analysis: The huge responsibility of marketing department is to conduct
market research and identifying current needs and demands of customer so that company can
produce its products and services according to them. By doing this, Cadbury can manufacture
products as per the market needs.
SWOT analysis: The most important responsibility of marketing manager is to use SWOT
analysis so that they can determine each and every strength as well as weakness of company.
Cadbury is highly popular for its brand image. It produce its product as per customer needs.
Creating short and long term strategies: Marketing manager makes various strategies which helps
company in getting high level of success and growth.
Understand market trends and situations: Marketing department provides various smart
strategies to enterprise so that company can operate its business activities in most effective
manner and can attract huge number of people.
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Distribution: The most important objectives of Cadbury is to enhance its sales revenue. For this,
it takes help of various distribution channels so that it can build strong brand image within
market place.
Pricing: The most important responsibility of marketing manager is to set product's price on the
basis of its size, quality, brand [popularity and quantity. Cadubury use low pricing policy so that
it can provide its products to rich as well as poor people.
Promotion and advertisement: The main objective of marketing department is to promote and
advertise products/ services so that customer can gets aware about them. Without promotional
and advertisement activities CADBURY could not achieve positive brand image in market place.
Collect market information: Marketing department conducts various market research so that
organization can identify current needs, wants, and interests of customer. On the basis of
collected information, organization prepare its future marketing budget. This assists business
managers in determining trends of target market so that, he can provide better satisfaction to
customer and also can make changes in existing organizational structure and polices.
Marketing intelligence: This activities of marketing department helps organization in
discovering future opportunities of growth.
Communication: Marketing is a only medium through which company can communicate with
its potential customers. Without having proper communication, no enterprise can identify actual
needs and demands of clients.
Relationship management: With the help of marketing functions organization can make good
relations with customer and also can cooperate with different environmental factors which can
affect organizational growth and development.
P2 Roles and responsibilities of marketing in CADBURY
Marketing department is the only department in company that is responsible for
identifying customers needs and carrying out different activities that will help in fulfilling the
needs of customers. There are various roles and responsibilities that are carried out by them in
so company can function well. They help in developing right product for the customers and
[promoted as per the requirements of the customers. In this ways marketing department helps in
increasing the profits as well as sales of company which in turn completes the goal of companies.
Marketing mix is used by companies to achieve its target objectives (Dibb and Simkin, 2013).
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Various marketing activities and strategies help in making products available to target customers
and satisfy them.
Roles and Responsibilities of Marketing department are:-
 Defining and managing brand:- Marketing department of the company is given the
responsibility to manage the brand in the market they only conduct various types of
programs so that a good brand image is formed in the market.
 Campaign management:- marketing department is only responsible to do advertising in
the market and so they organise various types of campaigns so as to promote the products
of the company in then market.
 Managing social media:- Companies make their account in various social media and
people of marketing department handles these accounts and try to make more and more
customers through this medium.
Role of marketing in B2B and B2C market:-
Source B2B Marketing B2C Marketing
Decision making process Very complex and high risk Easy and low risk
Focus Lead generation and relationship
management
Brand building
Orientation Product oriented Relationship oriented
Geographical area Limited area It is spread across
Goals Increase sales and volume of
products sold maintaining best
quality
Aims to increase brand recall
Marketing as a Business Function:- It is considered as one the most important function
performed in an organisation. It deals with customers more than any other business function. It
helps in creating good customer value in market and satisfaction to consumers who are using
their products. It also performs functions related to customer retention because if customers wil
not be there then who will the company sell its products. Therefore marketing function acts as a
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base for all the other functions in company (Jobber and Ellis-Chadwick, 2012). There are Five
important marketing functions that are to be performed in companies , they are:-
 Corporate Marketing
 Strategic Marketing
 Product Marketing
 Field Marketing
 Product Management
Interrelationship between Marketing department and other departments of the company:-
FUNCTIONS Interrelationship with marketing
PRODUCTION FUNCTION Under this, the main activities that re
performed are like conducting product
planning and scheduling, managing the quality
of products produced, decisions regarding
choice of methods of production and factory
layout and also maintaining the plants and
requirements used by company. It is
interrelated with marketing because planning is
a marketing tool and production people consult
marketing team when they make plans for
producing goods. This function is conducted
by CADBURY to see that products are made
of good quality and under proper guidance so
that there are no issues regarding safety of
customers.
RESEARCH AND DEVELOPMENT
FUNCTION
This function is conducted by company
whenever they want to innovate a product or
working to invent a new product . This is very
much linked with marketing activities because
it help in knowing that which product is liked
by customers and which are not. Marketing
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helps R&D in providing new ideas for
producing new products and helping them in
implementation also.
HUMAN RESOURCE FUNCTION Employees are considered as resources of
company and they are recruited in company by
following recruitment function. The activities
that are performed in this are like training and
development, recruitment and selection,
maintaining employee relations etc
ACCOUNTS AND FINANCE FUNCTION Here activities that are performed related to
accounts and finance like book keeping ,
preparing financial statements etc. This
function is conducted to know the annual
transactions done by company and profits and
losses done by company in financial year
(Lamb, Hair and McDaniel, 2011). When a
marketing plan is made, it includes financial
information of both new and existing products
of the company. These plans help the company
taking the investment decision
TASK 2
P3 Application of marketing mix in marketing planning process
Marketing planning process can be defined as a systematic process which involves
determining of marketing objectives, opportunities and resources and making plans for
implementation and control. It can also be regarded as strategic process that organises the
activities which will be preformed by companies in long run (Lane, 2016). Through marketing
planning company is able to answer questions like where company is standing right now in
market, what are its goal and how will he get there and many more. Steps that are involved in
marketing planning process are:-
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 Determination of marketing objectives- defining goals of the organisation acts as a first
step of marketing planning. Goals of organisation should be set in S.M.A.R.T way i.e.
Specific, measurable, attainable, realistic and time specific.
 Assessing organisational resources- these resources includes capabilities in production,
technologies, marketing finance etc. if these resources will be evaluated then strengths
and weaknesses of organisation can be known.
 Evaluating Risks and opportunities- The risks and opportunities that company see in
environment should be evaluated so that company is able to use right resources and can
grab the opportunities that are available for them.
 Marketing strategies- Company should be in position to set marketing strategies which
are flexible and resource efficient . Strategies must be set very carefully because it
represents company's overall program and will be applied in set target market.
 Implementing and Monitoring marketing plans- in this process managers use feedback to
monitor the progress in the organisation and if strategies are not working in favour then
new strategies are adapted (Mihart, 2012).
Marketing mix can be defined as a process to put right product in right time at right
place and given at right price. It is a strategic tool that is used in marketing process which helps
company in achieving its objectives. Earlier marketing mix was only associated with 4P's which
are Product, Price, Place and Promotion but now 3 more P have been invented which comes
under service marketing mix. The 7P's of marketing mix in comparison with other confectionery
companies are:-
1. PRODUCT
Product range provided by CADBURY in market is quiet large in the market. Products
that are provided by CADBURY are available in all seasons abut there are few products that are
introduced only during festive seasons like Christmas, Diwali etc. They produce products in
beverages and deserts segments also and not only Chocolate segment (Nguyen and Simkin,
2012). They have also entered into ice-reams and biscuit segments also by launching products
like Oreo biscuits, creamy Sunday etc.
Where as other companies like Kitkat and munch are also a successful brand in the
market. So they are giving tough competition to Cadbury in the market. There are various
products like milky baar, Bar one etc. that are successfully running in market.
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2. PRICE
Prices of CADBURY products are decided as per the quality and quantity of product.
There are few products whose products are high like Bournville Chocolates and there are
products whose prices are low such as Perk , Eclairs etc. it s pricing strategy is also dependent on
the competition and demand of product in market. It is the responsibility of marketing team that
they place prices of products in such a way that all the target markets are met. CADBURY is
also into health drinks segment s and the prices here are decided by keeping targeted customers
in mind.
Prices of products that are giving competition to Cadbury in market is similar to Cadbury
products only. It is because if they will put the prices higher then the sales of Cadbury will
increase and sale of other brands will decrease.
3. PLACE –
Its products are available all over the world and are liked so much. Its distribution
channel is so strong that company is able to provide its products in every corner of the world.
Products are made available in both rural as well as urban areas. Thee strategies has helped
company in reaching most of its customers and so the are able to generate profit both as revenue
and increased customer base. CADBURY is successfully supplying its products in more than 200
countries which proves that its place and distribution strategies is very strong.
Other than CADBURY, products of Nestle is also widely available. There products are
also available in both rural and urban areas and that is why they are giving tough competition to
Cadbury in each and every area.
4. PROMOTION
CADBURY has a lots of ways to promote itself in market like through television, posters,
online, radio, newspapers etc. promotions are very important as it helps the product to reach its
desired customers . Various types of tag lines are also attached with brand like “Kuch Meetha ho
Jae” which implies that company is trying to promote the product as a sweet. Similarly there are
different jingles and tag lines for different kinds of products like for Bournvita they say 'Taiyaari
Jeet ki”. Brand ambassadors are also appointed which helps in promotions of products
(Ogunmokun and Tang, 2012).
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