Marketing Essentials: Cadbury's Marketing Strategies

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Marketing Essentials
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Table of Contents
Introduction...................................................................................................................... 3
LO1.................................................................................................................................. 4
LO2.................................................................................................................................. 8
LO3................................................................................................................................ 11
Conclusion..................................................................................................................... 18
Reference List................................................................................................................ 19
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Introduction
Marketing is a process by which organisations and individuals prevails things according
to their demand by buying and selling of goods. Proper marketing demands in-depth
research of marketplace and customers demands, creating gainful relations in the
market, planning proper market strategy, and providing quality products among the
customers. Along with research, the marketing department is responsible for planning a
proper strategy and executing it accordingly. The report will deal with marking roles and
responsibilities. It will also try to understand the market structure and the
interrelationship between all the departments. The report will also show a comparison
based on the 7P’s. A basic marketing plan on the selected organisation shall be
developed in order to predict the future opportunities of the same.
Mondelez International owns a British confectionery multinational company Cadbury
since 2010. The organisation is the world second largest confectionery brand. The
headquarters of Cadbury is located in Uxbridge, West London. This organisation is
famous worldwide and operates in more than 50 Countries. The exports of Cadbury are
very successful according to 2013 report in the telegraph. John Cadbury established
Cadbury in Birmingham, England in the year 1824. Among all the Cadbury products,
“Dairy milk” is in great demand worldwide (cadbury.co.uk, 2019).
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LO1
P1 Explain the key roles and responsibilities of the marketing function. (400)
Marking is a business term, which includes buying, selling and exchange of goods. The
nature of marking depends on the human activity, understanding human needs through
market research, satisfying human needs. Marketing function helps a company to
recognize its potential and then plans a marketing strategy for the organisations growth
and development. The responsibilities of marketing are market research, finance,
product development, communication, promotion, distribution, planning, selling and
others. If these responsibilities are performed in a systematic manner then the company
benefits a lot. The marketing functions involve various task of an organisation, which
helps the organisation to receive positive result (Moorman et al., 2016).
Roles of marketing functions are
The department responsible for all marketing operation of Cadbury has to analyse the
requirements of the customer. A proper research is conducted and then a report is
made according to those research materials. This helps the organisation to understand
the needs of the customers (Armstrong et al., 2018) A well-planned market strategy is made to meet the demands of the people whole
would result in benefitting the organisation. Proper feedback is taken from the customer. This helps the organisation to
understand the mistakes or the areas, which needs improvement. In every organisation-marketing department has to look after the standard of the
product. This is essential for an organisation aiming to create a good image in the
market. As Cadbury is a big brand, the company need to check the quality and
status of the products. The department of marketing is responsible for packaging of the products. Every
product of Cadbury has a unique name, design and packaging. Attractive packaging
attracts more customers. The marketing department is responsible for pricing. Cadbury produces various
products. Different products have different prices. An essential task which the
marketing departments does because the pricing the products according to the
products is very challenging. The customer’s satisfaction also depends on the price
of the product (Rowley, J., 2016).
 The marketing department of the company is responsible for promoting the products.
Both online and offline modes are used for promotion. Social media is the best
platform to promote a product(Kotler et al., 2015) After all the essential process of marketing, the last function is distributing the
product. This helps is expanding the business all over the world.
Responsibilities of marketing functions The essential marketing role is obtaining maximum profit. An organisation can earn
profit only through productive sales. To increase the sale of the product for profit
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maximisation marketing strategies needs to be executed properly. Discounts and
offers on various products will attract many customers. The company must also
focus on promoting products online especially through social media platforms. One of the essential responsibilities of a marketer must be to interact with the
customers. Communicating with the customers would help in advertising the product
as well as the customers would get a better knowledge of the product. The
organisation would benefit a lot if the markets communicate with the customers.
Proper interaction would also help the company to know the demand of the
customer so that the products can be enhanced to satisfy the customer The marketing department needs to connect with the customers so that the
customers remain loyal towards the company and the sales of the product
increases.
P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context.
Structure of the marketing department
An essential marketing segment of the company depends on how the departments
incorporate with the corporation, which highlights the hierarchy of the marketing
department. The marketing department has employees graded according to their
qualification, experience, ability and proficiency (Blythe and Martin, 2019).
The hierarchy of the marketing department can be divided under five departments:
Figure 1: Structure of marketing department
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(Source: Lee et al., 2015) State marketing department
In this particular hierarchy, the employees are leaders of some state in a country.
They follow the orders of the zonal heads. Zonal marketing department
This is the also one of the premier departments after national marketing
department. They are experienced marketers. They are responsible to control and
guide the state marketing department and departments below it. Field marketing department
This is the lowest in the hierarchy of the marketing department. They have less
experience of their field. District marketing department
They follow the orders of the state marketing department. There are district in very
state so there are district head in the district marketing department. National marketing department
It is the topmost and the head of all the other marketing departments. It guides
and directs the other entire marketing department. The most important function of
the department is the assigning marketing strategies, managing and designing
(McDONALD, 2016).
The company Cadbury has a wider context in relation to marketing roles and
responsibilities. There are various roles, which the marketing department performs for
the benefit the organisation. A well-planned strategy is made by the marketing
department to achieve the target goal.
The marketing department cannot manage everything alone. The organisation has
various other departments like the finance, human resource, customer service, logistic
and others. Marketing department of Cadbury takes advice and help from the finance
department so that the plan can be executed effectively. The finance department
plans the proper distribution of wealth. It helps the marketing department to spend the
wealth for various functions of marketing in an organised way. The finance department
keeps a record of all the expenditure made by the marketing department. The human
resource department helps the marketing department with the hiring efficient
employees, training and development process. For better marketing process, the
department requires employees to work effectively for the organisation. The human
resource department recruits employees suitable for the task and then trains them so
that they help the organisations steady growth and development. The HRM department
allocates people for the training of the new employees. The training and development is
not restricted to the new employees. It is applicable for the existing employees in the
organisation (Bailey and Alexander, 2019).
Usually the customer service department helps the marking department to execute
the task to promote the product by preparing attractive posters or leaflets. Both online
and offline mode of promotion is used by the marketing department to advertise the
products. As the packaging of the products attracts customers as it would benefit the
organisation for profit maximisation. Finally, the logistic department performs the
distribution process, which is an essential marketing function. The logistic department is
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also responsible for storing the products and exporting it to the stores when needed.
The logistic department keeps a track of the products.
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LO2
P3 Compare the ways in which different organisations apply the marketing mix to
the marketing planning process to achieve business objectives.
Elements Cadbury Nestle
Product The company has a huge
variety of products. Five
star, dairy milk, gems,
perks and others. Cadbury
also produces beverage.
One of the leading products
in beverage is Bournvita.
Nestle is also a famous
company which produces
chocolates. Kit Kat is one of
the famous chocolate
produced by Nestle.
Maggie is another famous
product by nestle. The
brand also has a huge
variety of products like,
coffee, baby food, and
others. Nestle used to
produce a famous
beverage Milo.
Price The price of the products is
kept according to the
product. Some varieties of
chocolates or products are
costly in comparison to
other products of the same
brand. The price is also
kept according to the shape
size and quantity of the
product. The price varies
according to the market
demand. Cadbury sells
product for all kinds of
customers. Starting from
small packs to value packs
Cadbury prices the
products at an affordable
rate. It follows the
competitive marketing price
strategy (Ramli, 2017).
The pricing depends on the
each product according to
its demand size and
quantity. The pricing
depends on its packaging
and consumption. Maggie
is highly in demand in the
market so there are various
sizes of packets sold in the
market according to the
customers need(Sassen,
2018). The company also
produces mini packets and
family packets. In case of
kit Kat and munch the
company faces huge
competition from the market
so a competitive price is
kept for these products.
Competitive pricing is
followed by nestle.
Place The organisation is known
worldwide. It is operating
strongly in Urban areas. It
follows the same FMCG
strategy of marketing
(Bharucha, 2016). The
Nestle uses FMCG strategy
of marketing while
distributing its product
similar as other brands. The
channel of distribution
followed by nestle is strong(
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company exports it product
in more than 200 countries.
Due to the channel of
distribution in various
places the cost of the
products rises. The brand
has a good place in the
market all over the country.
The brand is well known all
over the world (Chokshi,
2016)
Heinberg et al., 2016). The
company also has good
network in the market for
distribution. The company
follows a distribution
strategy, which includes
manufacturers, agent,
distributors, retailers and
finally consumers.
Promotion The kids as well as the
elders everybody enjoy the
products of Cadbury. As it
is one of the oldest brands,
promoting nit is not a big
challenge. Every country
promotes this product
according to their national
language. The packaging is
creatively structured.
Cadbury dairy milk has a
gift box named
celebrations, which
contains all varieties of
chocolate produced by
Cadbury. Various products
have various taglines. This
taglines and packaging
helps in promotion
Nescafe is widely known for
its tune. The excellent
product quality of Maggie is
appreciated worldwide.
Maggie was also promoted
though various innovative
campaigns. Kit Kat has a
tag line take a break.
Nestle mostly uses TVC’s
and ATL marketing. The
company uses both online
and offline mode of
promotion. The products
are sold on all online
stores, which help the
company to grow and
develop.
Process Cadbury being a famous
brand is available in
minutes. It is one of the
famous brands and has a
strong network of
distribution. It does a
market research to know
the customer’s needs.
Every supermarket has the
products manufactured by
Cadbury. The company
sells its products online as
well has outlets all over the
world. Cadbury has always
tried to produce new and
innovative products
Nestle is popularly known
for its products like Maggie
and Kit Kat. The famous
products are available in
every shop. The brand has
a strong distribution. The
products are distributed
globally. The products are
available in both online and
offline stores. The chain of
distribution is very strong as
it holds a good reputation in
the market (Appiah-Adu
and Amoako, 2016).
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according to the customers’
demands. It follows the
same distribution patterns
both offline and online. The
pattern is company, agent,
distributors, retailers and
customers.
People As Cadbury, have outlets
all over the world. People
are recruited according to
the vacancy. The
employees are trained to
meet the challenges
outside. The company
demands efficient
employees in the company
to keep its brand image in
the company.
Training the people
according to the
organisations need is a big
challenge. Consumers
offer judge the company
according to the
employees’ interaction.
Staff should maintain
decency while interacting to
maintain the standards of
the company. The company
takes good care of the
people working in the
company and trains them
according to their needs.
Physical Evidence Cadbury has an attractive
packaging. It keeps on
changing its packaging to
attract more customers. It
has a huge variety of
chocolates and other
products. The company
keeps on innovating new
products to satisfy the
customers according to
their needs. As it is a UK
based company the owners
decided to kept the logo
purple to pay a tribute to
Queen Victoria (Saxena,
2018)
Nestle advertises its
products though
campaigns. Recently Nestle
sold on of its famous
products “Maggie” and
asked the customers to
share their story with every
pack of purchase. Nestle
symbol has a bird feeding
its baby in the nest. This
symbolizes family( HE, L.H.
and MA, S.X., 2017).
Table 1: Comparison between Cadbury and Nestle accruing to the 7P’S
(Source: created by the learner)
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LO3
P4 Produce and evaluate a basic marketing plan for an organisation.
Definition and importance of Marketing Plan
A plan that outlines a marketing strategy for the coming year, quarter or month is known
as a marketing plan. A marketing plan includes an overview of the organisations
advertising and marketing goals, current market position of the market, and others. A
proper marketing plan aids an organisation to meet its goal on time. A proper marking
plan depends on the company’s vision, strength and weakness, goals and many others
necessary information (Cassidy, 2016). The base of proper marking plan is a n excellent
marketing strategy. A marketing plan is a map that helps a business organisation to
work in a systematic manner to achieve its goal.
Executive summary
In the marketing plan the vision and objectives of the company have been analysed.
Internal and external factors have been mapped in details. segmentation, targeting and
positioning of the organisation has been done according to the 7P's. finally a research
has been made according tot he sales in the organisation in the past 6 months.
Vision of the company
The vision of the company is to work together and create products or brands that people
love. The company also aims at creating products, which will be tempting. Cadbury
aims at producing quality products. The brand tries to add flavours according to the
customer’s choice and preference. The products are enticing treats, which means the
products are irresistible and mouth-watering (Chance, 2019)
Goals and objectives
The company aims at becoming the world’s largest confectionery company. It tries to
serve its customer according to their needs. The brand gives a quality competition to
other confectionery brands. As the brand focuses on quality products, the brand is one
of the well-known companies in the world (Remer, 2015).
 To expand the business globally for profit maximisation
 To increase the production of the products for maximum sales
 To survive in the market, through proper market research
 To improve the quality of products for better customer satisfaction
Situational analysis
Elements Influences
Political There are various political factors, which
will affect The company. Some of them are
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corruption level, tax policies, political
action and others. Among all the political
factors, Brexit will affect the super markets
extensively. As UK is not self sufficient in
food ingredients thus the Brexit rule will
badly affect the supermarket and the trade
implications.
Economical Various economical factors can affect the
company. some of the factors are growth
rate, interest rate , inflation rate , stock
market trend and other. As it is a popular
brand, frequent price fluctuations will
reduce the customers and thus will affect
the growth and development of the
business. In 2017, the inflation rate was
2.3, which went down to 2.1 in
2019(Coutts et al., 2019). This means the
company will earn profit through proper
marketing plan.
Social The social factors are responsible for the
growth and development of the economy.
The factors, which can affect the brand,
are age distribution, birth rate, death rate,
lifestyle and others. The company must
focus on making affordable chocolates
packets for increase in family size and
structure. The company must also focus
on making chocolates with less sugar and
healthy ingredients as the customers of
UK are health conscious. The value of the
chocolate market fell by 4 percent and
reduced to 4.4 percent (Jaeger et al.,
2017).
Technological The brand can maintain its name in the
market only it is technologically advanced.
Various technological factors can affect
the company like life cycle of technology,
technological access, and technological
awareness and so on. The 3D printing
technology is a new advancement in the
company. It helps in accelerating of
prototypes of new brand products.
Legal In 2018, the company loses the appeal
against the trademark of the colour purple.
Due to data protection act 2018, the
company must follow the discrimination
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