Marketing Essentials Report: Cadbury Marketing Strategies and Analysis

This report provides an in-depth analysis of Cadbury's marketing strategies, encompassing essential marketing concepts, current and future trends, and the roles and responsibilities of a marketing manager. It examines the interrelationship between marketing and other functional departments like finance and sales, highlighting the value and significance of marketing in achieving business objectives. The report further compares how Cadbury and Nestle apply the marketing mix to their marketing planning processes, including product, price, place, promotion, people, physical evidence, and process. Finally, the report concludes with a prepared marketing plan for Cadbury, outlining how the company can leverage marketing strategies to enhance sales and revenue. The report emphasizes how Cadbury uses various techniques to gain a competitive edge in the market, increase profits, and meet customer needs, providing valuable insights into its approach to marketing in a global context.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1. Marketing concepts with current and future trends............................................................3
2. Different marketing process...............................................................................................4
3. Role and responsibilities of marketing manager................................................................5
4. Marketing influences and interrelates with another functional departments......................5
5. Value and importance of marketing role............................................................................6
6. Significance of having effective interrelationships between different functional departments
................................................................................................................................................6
TASK 2............................................................................................................................................7
7. Compare the ways company apply marketing mix to marketing planning process in order to
achieve business objectives....................................................................................................7
8. Prepare marketing plan.....................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
.......................................................................................................................................................13

INTRODUCTION
Marketing is considered as an essential concept in current environment of business which
concentrates on developing relations with consumers as well as ultimately satisfying their
requirements. It is an activity which is related with buying and selling products or facilitating
services (Abedi and Abedini, 2017). For this report the chosen company is Cadbury, it is a
leading multinational firm having headquarters in Uxbridge, United Kingdom. The purpose of
this report is to explain the concepts of marketing and their current and future trends. Various
marketing process and marketing manager roles and responsibilities. Interrelationship of
marketing with another functional departments. Value as well as significance of marketing role
and importance of having effective interrelations among another sections. Application of
marketing mix in two different companies and preparation of marketing plan are also mentioned
in this report.
TASK 1
1. Marketing concepts with current and future trends
Marketing concepts is a philosophies by which firm can examine the whole current and
future consumer needs as well as form strategic decisions in order to satisfy that requirements
more effectually then rivals. Plan of marketing is helpful to create recent and upcoming trends
for setting objectives as per current and future clients demand. So, both the trends are explained
below:
Current trends:
This is usually decide after examining the current market and consumers demands as well
as needs. Few trends that are utilise by Cadbury are: Online performance marketing: It is refers as performance based marketing and mostly
depends upon cost per action that is huge into advertising. Online advertising is
performance based through which the effectiveness as well as awareness of brands can be
seen by company (Caywood, 2013). Cadbury use this types of trends so that they can do
advertisement in all over world easily and also know about their performance.
 Mobile marketing: It is refers as many channels, digital marketing strategy so that they
can reach to clients easily through tablets, mobile phones and so on. This trend is used by

Cadbury so that communication with consumers become can become easy by facilitating
ads on various apps etc.
Future trends:
It is the trends which is decided by analysing the preferences of customers. So, few trends
below that can be used by Cadbury are discussed: Artificial intelligence: By using AI, programmes and machine perform in such a manner
that corresponds to individuals action as well as intelligence. It can be applied in future so
that marketing process can be controlled and know about the problems as well as clients
requirements.
 Voice search: It is not new but this is brooming more into marketing. As consumers are
comfortable to use it. Cadbury can utilise this trends into their business strategy then they
has an edge over its rivals and gain more profit.
2. Different marketing process
Process of marketing is useful to analyse the individuals requirements so that products
can be manufacture according to clients desire. This is advantageous to find out the target
market requirements and handling the efforts of marketing (Cooper and et.al, 2014). So that an
effectual strategies can be executed that facilitate support in business plan. The marketing
process used by Cadbury are as follows:
Identifying and analysing market opportunities:
This is the initial stage to find out the available market opportunities. After analysing
opportunities, firm have get knowledge regarding clients needs. Cadbury can fulfil consumer
requirements and satisfy their needs. For example: If consumers wants standard quality products
then firm is capable to facilitate that. This is the situation when organisation can accomplish the
customer demands. This is important for marketing planning process of firm.
Choosing target market:
In order to enhance sales it is essential to choose suitable market that is advantageous to
improve effectual marketing process. This is useful for Cadbury to identify customers into
existing market. So, it can select target market that depends upon the following things: Current
market trends, preferences and tastes of people who lives in that particular area. It is
advantageous for firm to increase their sales.
Developing marketing mix:

The further methods to prepare an effectual marketing plan that is a controllable
marketing variables sets which firm mix to manufacture as well as accomplish the clients
demand into target market. It mainly concentrate on product, place, price, and promotion. All
these tools are useful for Cadbury to attain preplanned goals through facilitating good quality
and variety of products to fulfil the customers requirements.
Managing the efforts of marketing:
Marketing manager of Cadbury aim to facilitate varieties of products to clients so that
requirements of individuals can be satisfied and firm can produce more revenues. This is the
responsibilities of marketing manager to find out the proper sources through that clients are
simulated as well as handle the same.
3. Role and responsibilities of marketing manager
Role as well as responsibilities of marketing manager are crucial within organisation.
They are those individuals who manage the both business and products marketing (Desai,
2013). Their roles and duties are generally related with the product process, distribution and
many more. Therefore, in Cadbury, few roles and responsibilities of marketing manager are as
follows:
Standardisation:
This is the process of implementing as well as developing standards. It is based on the
core values and principles of firm. For example: Cadbury has standard not to comprise with the
quality. It develop the believes within clients about them. Thus, marketing manager have the
responsibilities to standardise their goods according to price, quantity as well as quality. Also,
maintain the standard that are developed by Cadbury.
Creating marketing strategies and plans:
Cadbury marketing manager has to identify the clients neds as well as deliver them by
adding value to their products and convey effectual value. Also, create strategic planning so that
it can utilise available resources efficaciously, develop their products in new marketplace and
many more.
4. Marketing influences and interrelates with another functional departments.
Marketing plays important role in all firm. It influence organisation as well as another
functional department. Market intermediaries perform to promote goods through marketing
channels which improve relation with clients and increase royalty as well as brand awareness

(Dibb and Simkin, 2013). Cadbury marketing manager has build a proper plan, promotion and
packaging to attract and affects enterprise success. Marketing relationship of marketing with
other functional sections are mentioned below:
Marketing with finance department: Market research is the key responsibilities of
marketing. It aids firm to analyse upcoming marketing opportunities. Department of finance
manages monetary resource and produce organisation financial statement. Thus, in Cadbury
marketing and finance department both perform together in order to insure that if any kinds of
monetary are required than they facilitate them immediately.
Marketing with sales department: Sales department of firm are accountable to enhance
sales as well as ensuring that products deliver to the potential purchaser. It also find out specific
segment where their sale of products can increase. Marketing department of Cadbury should find
out those area in which demand of chocolates is high. Because of this effort sales of chocolates
can increase. As an outcomes, marketing section can target clients effectually that supports firm
to acquire more market share.
5. Value and importance of marketing role
Marketing plays significance role in achieving the goals in Cadbury through applying
proper techniques. It aids them in maximising its sales and revenue which is the objectives of
every business portion (Dodds and Jolliffe, 2016). Thus, marketing value as well as significance
are explained below:
To achieve competitive edge: marketing strategies aids in obtaining competitive edge in
market. For example: Cadbury can utilise strategies of differentiation as well as develop their
products uniqueness on the basis of characteristics, design in comparison to its rivals.
To increase profit: the main aim of the organisation is to enhance profit which can be
accomplished by decreasing price or facilitating better quality products. In respect of Cadbury,
marketing give various strategies which aids in gaining profit and reducing organisation
operation costs. For example: They can apply strategies such as pricing, skimming in order to
sell their goods in market which can assists respective firm to generate more profitability.
6. Significance of having effective interrelationships between different functional departments
Significance of having efficacious interrelations among many functional divisions of
Cadbury develop trust. Due to proper as well as effective communication between another
sections developed confidence in them. Also, suitable information is given when whole division

has good communication. Reduce the disputes among various department, enhance productivity
and efficiency of each and every sections. Having better communication with another different
division can also facilitative to provides good services to their consumers as many different
departments are accountable for various form of responsibilities so if any problems developed in
any sections then this can be resolved easily and rapidly.
TASK 2
7. Compare the ways company apply marketing mix to marketing planning process in order to
achieve business objectives.
(Source: 7Ps of marketing mix, 2018)
Marketing mix is refers as an instruments that is utilise to facilitate the ways of business
to market its products in order to enhance the sales of company. The product, price, place,
promotion, people, physical evidence and process all these 7 P's are the part of this tool
(Govender, 2015). So, two company marketing mix are compared below:
Basis Nestle Cadbury
Product Nestle facilitates a large range
of products throughout the
world with its line extension
Cadbury sale its product in all
over world. It provide large
range of chocolates, biscuits,

into market. It facilitates
variety with quality to
customers. For example:
Nescafe, Kitkat, Nestea,
Maggie and so on.
etc. as per the preferences and
requirements of consumers. It
segments their products as per
the demographic areas. For
example: Dairy milk, five star,
Bournville and many more.
Price Price is the essential method
into nestle. It is dependent on
market of all product
(Kayabasi and Mtetwa, 2016).
For example: Maggie and
Nescafe are two products that
gain high price into
international market as most of
the consumers prefer this
which help firm to accomplish
more profit margin. It also
enhances the skimming price
which not induce consumers to
change or switch to another
brands.
This represent the better
money value. If the price value
is good so that all kinds of
consumers can capable to buy
it. Cadbury set their product
price according to its quality.
The pricing strategy of
respective firm depends upon
the packages, competition and
demand.
Place Nestle distribute their products
into malls and supermarkets in
whole world. It manages its
sales as well as network of
distribution. For example:
They place their products in
college and firm canteens,
hospitals and so on.
With the help of this process,
Cadbury launch their products
in all over world by creating
various distribution channels
into marketplace. It sell their
products in rural as well as
urban areas in order to know
about the consumers
requirements and produce

more profitability. For
example: If its products are
distributed in various place
then more number of
customers purchase it and
more revenue produced as well
as objectives can be achieved.
Promotion Nestle do promotion by
various techniques such as it
introduce their products
through newspapers, media
and so on. Also it utilises
TVC's and ATL marketing and
also do promotion by setting
tunes, tag line etc. For
example: Kit kat concentrates
on “TAKE A BREAK”.
Through this more number of
customers attract towards
products that help them to
generate revenue and attain
their goals.
Cadbury make promotion with
various distribution channels
in order to produce more
revenue. For example: It do
advertisements by giving ads
on television, radio etc. Also
promotion for dairy milk “
KUCH MEETHA HO
JAAYE”. This shows that
brand promote themselves into
market of sweets. So the one
who like sweets more can
prefer it in place of other
sweets. Also accomplish
organisational goals.
People Nestle recruit more number of
people. It provides training to
its workers so that they can
manage the queries of
consumers and also facilitates
effective services to clients
(Kennedy and Parsons, 2014 ).
For example: They can
Cadbury is now serving their
products to many countries
just because of their
employees, they give its best
in order to produce standard
quality of products and deliver
to customers. Also, give
rewards to them as per their

organised many campaign with
the help of their employees in
order to increase sales and
achieve objectives.
performance. They provide
flexible working hours so that
they feel free to perform and
attain its objectives.
Process It is producing their products
with the help of advance
technology. For example: It is
using vending machine to
serve consumers easily in
order to know the customer
needs so that they can
accomplish their objectives.
Process of Cadbury to form
their products as per the tastes
and preferences of consumers.
For example: Demand of dairy
milk chocolate is more in
market so they produce more
chocolates. Also keeps records
of all methods and facilitated
services.
Physical Evidence It have various products like,
Maggie, Nescafe etc. that act
as a physical evidence of
Nestle. For example: They set
up corners for coffee with its
Nescafe logo in vending
machines so that get aware
about it and attain organisation
al goals.
Cadbury is making a better
surroundings in whole country.
It produces various products
like biscuits, chocolates etc.
For example: If respective firm
launches dark chocolate then
health conscious individuals
will also prefer choco late.
This assists them to gain
profitability and accomplish
their objectives.
8. Prepare marketing plan
Marketing plan is considered as blueprints of overall documents which are needed into
the marketing of product from initial stage. It also explain various planning action and
techniques of marketing for organisation (Sue and et.al, 2013). Thus, assistant manager of

Cadbury plan to launch a new product that is sugar free choco chips. Thus, targeted customers
for this product will be for diabetic individuals.
Vision: “ To make people happy as well as providing sugar choco chips”
Objectives: To introduce sugar free choco chips to maximise profitability by 10% in two years.
Marketing Mix:
It is essential marketing components, this help firm to build their plans for upcoming
products. Cadbury can utilise this for their new products which is sugar free choco chips. All that
are explained below:
Product: It is that thing which firm are preparing to launch in market. For Cadbury, that
is sugar free choco chips.
Price: It is important elements for organisation and customers. Clients are more focused
towards cost. So, it has to be reasonable. Sugar free choco chips price will starts from £ 5 per
packet.
Place: It is that components where firm want to introduce their products. The company
Cadbury want to launch their new products at first in area of United Kingdom.
Promotion: This is the manner through that firm develop the awareness of product
between customers. So, Cadbury will provide ads on TV, online sites and many more.
People: It considered as a one who purchase organisation products and also known as
clients if they get goods. Cadbury will provide this product for all but mainly for diabetic people.
Process: This impact implementation of products. Thus, Cadbury use process for their
new product are at first they manufacture only less number of products and deliver to shops in
large market if their demands are more then company produce more products.
Physical Evidence: It is main elements because clients has more trust on physical
products. The firm, Cadbury is a well known brand so its products are available in about whole
general shops.
Marketing Evaluation:
Evaluation is techniques which is applied to analyse the success or failure of products.
This is useful for taking effective actions (Uchino, 2018). Cadbury is planning to analyse the
market of choco chips to obtain knowledge regarding manufacturing and selling of products.
Marketing budget:

For an effectual marketing plan, it is essential for firm to generate proper budget.
Cadbury have budget of approx 15000 GBP.
Particulars Amount(£)
Promotion 4500
Online marketing 5000
Research and development 5500
Total 15000
STP analysis:
It is the segmentation, targeting and positioning (Villeneuve and Pasquier, 2017).
Cadbury apply this for market segment, target clients and brand positioning in order to stand out
from their rivals.
Segmentation: In this company segment the huge market and ascertained the base for
segment. It assure that chosen portion is suitable.
Basis Sugar free choco chips of Cadbury
Gender Male and female(Diabetic people)
Market In large market of United Kingdom
Targeting: Firm will target all class people and facilitates standard quality product at
minimum price so that low level people can buy their products.
Positioning: This is created for all target segment. So, product are positioned
competitively in segment portion. Cadbury acquire knowledge and create USP for their brand in
particular segment. Therefore, they position their sugar free choco chips by providing attractive
ads and packaging.
CONCLUSION
As per the above report it is concluded that marketing plays an crucial role in every
organisation. Trends like online performance marketing, mobile marketing, voice serach and
may more are use by organisation. Marketing methods are utilse to examine the market
opportunities chose target market, developing marketing mix and managing the efforts of