Cadbury Marketing Report: Key Roles, Plan, and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing the key roles and responsibilities of the marketing function within the organization. It delves into a critical evaluation of the marketing function's core elements and its interdependencies with other functional units, such as finance, human resources, production, and IT. The report further examines the roles and responsibilities of marketing in the broader marketing environment, considering both internal and external factors. A detailed marketing plan for Cadbury is presented, including a company overview, vision, mission, and objectives. The report employs the STP approach (Segmentation, Targeting, and Positioning) to analyze Cadbury's market strategy, supported by a SWOT analysis. The report concludes with an evaluation of Cadbury's marketing plan, emphasizing strategic recommendations and the application of the 7Ps of marketing to achieve overall marketing objectives.

Marketing concepts

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Explain the key roles and responsibilities of the marketing function and in the context of
organisation. ..........................................................................................................................3
Critical analysis and evaluation of key elements of marketing function and its relationship
with other functional units of organisation.............................................................................4
Analyse the roles and responsibilities of marketing for wider marketing environment. .......5
Marketing plan of Cadbury....................................................................................................6
Evaluation detailed coherent evidence-based marketing plan for an organisation................8
Design a strategic marketing plan applies the use of the 7Ps to achieve overall marketing
objectives................................................................................................................................9
REFERNCES:................................................................................................................................11
Books and Journals:..............................................................................................................11

INTRODUCTION
Marketing is a vital function of the organisation which enables circulation of product and
services into systematic manner to the large market. An essential part of all the management
functions which needs to be performed effectively for boosting sales and profits for company.
Every organisation runs with the aim to capture market with innovative product that results in
revenues marketing provide reliable assistance to put right product to the right market by
considering customer preference and strategies for getting success. The organisation undertaken
for this report is Cadbury, it was established and incorporated in the year 1824(Batat, 2019). the
company comes under the multinational firm of confectionery items. It has scattered its
operations into 50 countries into world and regulated a large brand into chocolates, deserts,
cookies, biscuits and number of more. This report is going to evaluate about roles, responsibility,
functions and significance of marketing to promote the brand into globe.
MAIN BODY
TASK 1
Explain the key roles and responsibilities of the marketing function and in the context of
organisation.
Marketing is the vital function for organisation. It includes the key factors for promoting,
distributing, selling product and services in order to gain maximum reach into market. It is a
broad concept which include varsities of roles and responsibility that needs to perform by the
organisation. Marketing is all related with searching the market and analysing its demand,
ongoing trends, preferences and other essential elements that influence while taking promotional
decision. There are several roles of marketing function which are describe below:
Researching the market: the first key role is to search market in which products get
disturbed in order to analyse customer demands and wants. market research is important in
order to identify what are current trends, consumer behaviour and needs of the society.
Marketing department needs to be sure about make their search in better way so that, no
customer demand would left out to take first mover advantage over needs. Managers of Cadbury

regulate research on analysing customer demand through which they make innovation in their
varieties, taste to become more competitive into market.
Plan the target market: setting target market is another role of marketing function.
Under this, organisation set their particular market and products get sell according to the
requirement of target market. Planning in marketing involves what to sell and whom to sell
among whole world. Managers of Cad bury does set markets as per the age, demand and
preference of the market through which promotion becomes easy and products gets sells
properly. Targeting set tan appropriate criteria on which company supply products on the basis
of needs though which loses and unsold inventory gets minimise.
Distribution: Under this role of marketing function, products and services gets regulate
to the targeted users. For which, proper channels and sources must be evaluate so that
customers will make their purchase of companies product and organisation increase its sales.
Channels of distribution is necessary to supply goods and service effectively(Chuon, Hamzah,
and Sarip, 2017). Cadbury makes their products available easily through online and offline
marketing. Their products gets delivery to all the local confectionist, supermarket and general
stores to make effective sales to the customers.
Selling: Selling is the process of providing goods with exchange of profits. Organisation
make every possible efforts to increase its sales more then before. Marketing enables this
function by promoting sales to the customer so that, they get aware about new products onto
market. The marketing department of Cadbury regulate effective strategies and goals for
enhancing sales by setting minimum prices and discounted offers.
Critical analysis and evaluation of key elements of marketing function and its relationship with
other functional units of organisation.
There are number of function that an organisation operates to work smoothly in achieving goals
and objectives. The functions are all inter dependent on each other as it considers cause and
effect relationship. Decision of one department of organisation creates influence the
performance of other departments. It shows a hierarchy into each departments that needs to
maintain for achieving targets and goals of organisation. Marketing is related with a function
for making eventual sales on which organisation work. The interdependency of departments
with marketing function are understood underneath:

Marketing and Finance: The function of finance department is to make budgets and
financial plan to carry out operations of organisation. The manager under this department must
ensure to make plans in such a way that minimise cost and leads to results in high profits. The
whole organisation function is depended on the set budgets, costs and expenses breakdown
made by finance department. Finance department of Cadbury set the product price, cost and
expense structure which get regulate to finance department to make marketing activities in
accordance with the appropriate budget. If marketing activity exceed from set budget, Cadbury
would be bear loss in revenue.
Marketing and Human Resource: The function involved into human resource
department is to hire the right candidate at right position and fill organisation vacancies with
talented and experienced employees. Marketing function play important role in this department,
as the HR manager of Cadbury must hire effective employees who could carry out their
marketing job and make its prominent contribution in making sales and attending customers.
Marketing and Production Department and Operations: production and operation
department is entitled to carry out product development. In other words, putting input and
materials into process to develop final product with appropriate quality, quantity and packaging.
Marketing department is interconnected with production and operations(Gunawardane, 2020).
Marketing mangers of Cadbury research customers demands and market trends to deign an
effective product and communicate it with production department in order to come up with
suitable products expected by customers. Managers of Cadbury implement innovate taste and
additional flavours in to their chocolates, deserts which production mangers follow to use in
making the exact one.
Marketing and IT: information technology is rising into the organisation by
undertaking digital technologies and E–commerce for making promotions into large market. In
order to develop effective marketing promotion techniques, manager take guidance though IT
department in identified which channels would be most effective to make promotions. Cadbury
use every social media channel through blog post, videos and campaigns.
Analyse the roles and responsibilities of marketing for wider marketing environment.
Organisation environment is broader in context of its function and factor affected. There are a lot
of internal and external factors affects marketing environment of the business which include
internal resources, manpower, products and price. Whereas, external environment includes

political, environmental, social and technological factors. Cadvury faces issues related with
Covvid-19 - pandemic which impact on market environment by decreasing in sales of
companies product. Also, Brexit created affects in getting cross cultural employees to fulfil the
requirement of company , this has also lower down the efficiency So that, it is analyse to make
the most appropriate strategy to regain market share and brand name into market by ensuring of
healthy products with healthy serving in covid crises. It could be done through making products
with healthier products that could increase an immunity power of individual.
Also, the company needs to undertake environmental fact0or while indulging into new product
segments and diversification. Healthy environment leads to results in engaging more customers
by showing concerned about society and economy. Cadbury has faces insufficiency amount of
product quantity, which has become a threat for company to establish effectiveness into
production by providing tanning and development programmes.
Marketing plan of Cadbury
Marketing plans describes as strategic direction in which organisation will attains its objective
of making turnover and profits. This plans set the roles and responsibility organisation must
fulfil into the future. Also, though this plan ad design strategies will help in gaining customer
base and meeting their requirements. Marketing refers to make product available and in the eyes
of customer so that, customers make companies goods at tier priority purchase. Marketing could
be done through various promotion tools and activities that fulfil the aim of making criteria or
implementing strategies. A detail plan based on mission, visions and objective of Cadbury are
prepared below:
Company overview: Cadbury is being the most reputed firm of England which have
created its reputation since 197 years an still continuing. The reason behind their success are it
delicious and tastier chocolates biscuits, ice-creams, cookies, and many more. The company
empowered its operation's in approx worldwide nation by delivering products to every part of
world. It has 71,657 employees till 2008(Hapgood, 2018).
Vision & mission: the vision and mission of Cadbury is to established unique and most
emerged products into market. In order to serve eagerest experience of flavours and mouth
watering taste. An imitable advantage over their product range is the main motive of the
organisation.

Objective: Cadbury makes their strategies on regular basis and determines their
objectives for expansion. In context with, the organisation preparing to expend product reach by
opening stores into left countries with new product varieties and segments. This is based on the
aim to make 20% more profit till 2021.
in order to achieve objective and missions of the company, targeting the market is essential
which could be better done by STP approach:
STP approach:
this process of targeting the marketing is the most suitable and effective ones. In order
take appropriate decision regrading product reach and market development. There is need for
segmentation, targeting and positioning through this approach and make clear discussion on
which mangers of Cadbury set their aims and classify customer as per significant factors.
Segmentation: Market is classified under various group that reflect customer own
culture, preference and taste. Segmenting is required for making clear targets and reach of
customers so that, distribution will move smoothly into locations (Kassel, Melton, and Morrison,
2017). Cadbury target their market on the basis of physiological and demographical factors.
Targeting: under this criteria, marketers influence on the unapproachable market where
customers have different mind set, beliefs and rural areas. Mainly marketers decide to target
those where other companies could not make their reach so that it would be beneficial for
capturing first market share.
Positioning: it refers to tenable market position of organisation brand and entity.
Positioning helps cadbury to attain advantage of their unique quality products and people feel
urge to take them in serving(Oladejo, 2019).
Swot analysis:
in order to achieve mission and objectives of the company. They must be well aware
about what factors are in favour and what needs improvisation. This tool of internal factors
helps in founding internal environment of Cadbury by showing strength, weakness, opportunity
and threats.
Strength Weakness
 The company has large customer age
irrespective of age and cultural factors.
Every individual is amazed by the
 Cadbury have less efficient production
process sue to which they get unable to
fulfil product demand with insufficient

quality of Cadburty products that
makes it a strong brand.
 Cadbury gives tough competition to the
rivals due to having unique and
irresistible product range (Kolmakova,
2017).
quantity.
 In past years, the company comes
under the obligation on contamination
of harmful substances through outside
criminals who try to make replica of
product with bacteria's and
alterations(Nguyen, 2017).
 Another weakness of Cadvury is
reflected against the right of making
chocolates with collaboration as there
were obligation on the heresy product
due to their low quality products and
taste in US.
Opportunities Threat
 The company have effective
departments and workforce through
which they could invest into more of
online selling with their own brand, it
will be beneficial for boosting profits
and attracting customers.
 Due to having large customer base and
market reach, cadbury could further
look forward for capturing left out
market with new and diversified
products through upgraded techniques .
 The company have the large impact of
Brexit and Covid-19 pandemic due to
which, company have suffered huge
loss in manufacturing and marketing
departments as people stopped to have
chocolates, ice creams in their
serving(Mandagi, and Aseng, 2021).
 The company was get concerned about
people review in making chocolates
with high sugar through which people
with diabetes or any other patients
could have them.
Evaluation detailed coherent evidence-based marketing plan for an organisation.
Marketing plan is the essential for making the direction and targets for companies
mission. S setting effective missions would help to fulfil requirements of company. Cadbiry

come up with their objective for being the best seller into global market for which they need to
take evolution of their strength and weak factor which could affect them into operations Getting
analyses of opportunities and threats could be beneficial for making appropriate decision
regarding the same.
Design a strategic marketing plan applies the use of the 7Ps to achieve overall marketing
objectives.
Budget: it is a set of document under which manger prepare money policies through which
organisation regulate its operation into cost-effective manner. Therefore, financial resources
Cadbury utilise these classification of budget in carrying out the marketing plan.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
The set budget plan shows the money segments for various activities requires to perform
into Cadbury. Through these budgets target, every department will consider it is in mind to
work as per these basis. In order to promote new product varsities into flavours of coffees
the company will require 12000£, 6500£.
Conclusion

The report has conclude the marketing criteria for an organisation which involves various key
function, roles and interrelation of departments. These area are essential to undertake products
promotion for making reach to customers. Moreover, it has been analysed the Covid-19 and
Brexit impacts on companies functioning.
Activity 2
Covered in PPT

REFERNCES:
Books and Journals:
Batat, W. ed., 2019. Food and experiential marketing: pleasure, wellbeing and consumption.
Routledge.
Chuon, A., Hamzah, H. and Sarip, A.G., 2017. Conceptualising luxury residential property for
marketing. Geografia-Malaysian Journal of Society and Space, 13(2).
Gunawardane, G., 2020. Modern Health Care Marketing. World Scientific.
Hapgood, R., 2018. The bare essentials on strip wax. Professional Beauty, (Nov/Dec 2018), p.90.
Kassel, K., Melton, A. and Morrison, R.M., 2017. Ag and Food Statistics: Charting the
Essentials, October 2017 (No. 2238-2019-2892).
Kolmakova, L., 2017. Glocalization Marketing Strategy of Mc Donald's Case Study: Turkey.
Mandagi, D.W. and Aseng, A.C., 2021. Millennials and Gen Z’s perception of social media
marketing effectiveness on the festival’s branding: The mediating effect of brand
gestalt. ASIA PACIFIC SOCIAL SCIENCE REVIEW (APSSR).
Nguyen, N., 2017. A tool for digital communication implementation in the marketing funnel.
Oladejo, J.A., 2019. Profitability and Marketing Efficiency Analysis of Women Cassava
Processors in Oyo State, Nigeria. Global Advanced Research Journal of Agricultural
Science, 6(3), pp.78-83.