Marketing Essentials: Cadbury's Marketing Plan and Analysis Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing the roles and responsibilities of marketing functions, their interrelationship with other business units, and the application of the marketing mix. The report begins with an introduction to marketing, emphasizing its significance in delivering value and building customer relationships. It then delves into the specific roles of a marketing manager within Cadbury, including social media management, media liaison, market research, and promotional activities. The report also examines the interconnection of the marketing department with other departments like HR, R&D, and operations. A comparative study of Cadbury's marketing mix with its competitor Hershey is also included, focusing on product, place, price, and promotion strategies. Overall, the report provides a detailed understanding of Cadbury's marketing approach and its impact on the company's success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
P1 Evaluating the roles and responsibilities of different marketing functions.......................3
P2Interrelationship of marketing functions............................................................................6
P3 Marketing mix application to marketing planning..........................................................7
P4. Marketing Plan of Cadbury ...........................................................................................10
CONCLUSION..............................................................................................................................14

INTRODUCTION
Marketing encompasses all those activities that are concerned with manufacturing,
communicating and delivering value to consumers and society and to maintain relationship with
them so that it is beneficial for both business and its stakeholders. Marketing aims attaining
customers satisfaction and higher profits by providing products and services that are customized
as per consumers specifications fulfilling their needs and wants (Baker and et. al., 2016).
Marketing serves as an essential factor in the success of an organization as it plays a vital role in
capturing the attention of consumers by communicating benefits of a product or service through
to them through various tool and techniques like sales promotion, advertising, packaging etc.
Cadbury is the second largest British multinational confectionery which was established
in 1824 with its headquarters in Uxbridge, West London, UK. It deals in variety of products such
as chocolates, candy, bars and gums. It has around 50,000 employees who are handling its
operations in around 60 countries across world
The assignment will give an overview of different marketing process long with various
responsibilities and role of a marketing manager. Further it will discuss about interrelation of
marketing with other business functions and how it influences them. The later part of report will
discuss basic marketing plan of Cadbury along with a comparative study of how it apply
marketing mix.
TASK
TO: Marketing Manager Aldi
FROM: Assistant Marketing Manager, Cadbury
SUBJECT: Key roles and responsibilities of Marketing Department
Date: 12.06.2018
P1 Evaluating the roles and responsibilities of different marketing functions
Marketing emphasis on promoting the business, mission and vision of a firm. It strives to
communicate benefits and value associated with the product and service to the ultimate
consumers in order to induce them to make a purchase which will earn higher profits and sales
for company (Berkowitz, 2016). Besides satisfying consumers demands by providing them with
products they desires for marketing also assist an organization to develop long term relations
with them so that it can maintain its existing customers and can attract new potential one.

In present market scenario where taste and preference of consumer changes frequently in
a blink of an eye it has become very hard yet essential for any organization to cope up with these
fast pace changes in market demand. For this, it is of critical importance for a firm to monitor
and analyse past and current trends to predict the probable future changes and to cater unfulfilled
needs of its target audience by making effective use of marketing for introducing new and
innovative products so as to get high returns, high sales volumes and more loyal customers.
Marketing department undertake various roles and responsibilities so that it can help a business
to increase its revenue, market share and can contribute in its profitability and growth to make it
have n edge over its business rivals (Brooks and Simkin, 2012). Marketing manager of Cadbury
is responsible for planning out and formulating various marketing strategies and schemes in
interrelation with other organizational functions so as to ensure successful implementation these
tactics. Mentioned below are some roles of marketing department of Cadbury:-
 Monitoring and managing social media: In today's digitalization era, everyone prefers
to be make use of internet to carry out different activities starting from purchasing to
payment of bills, to entertain themselves electronic media comprising social apps can
serves a valuable source option to collect information related to consumers, market
scenario, rivals and so on.
 Serving as a media liaison: Other essential responsibility of marketing department is to
act as bridge between business and its audience. Its has to represent company in various
business functions, act like a representative on company's behalf to address complaints
and queries.
 Marketing Information system (MIS): MIS forms the base fro determining the market
changes occurring in present and past years (Functions of marketing, 2017). It involves
collecting, analysing and sharing important data and information related to customers
choices, preferences and desires that can be studied by a firm to take decisions related to
marketing strategies and schemes. Cadbury maintains a systematic MIS that assists it to
easily find out and examine shift of customers aspirations and demand and to utilize this
information in making modification in its current chocolates and other products by
experimenting with exotic flavours and ingredients.
 Market Research: Market research plays a vital role in fi9nding out what customers
actually wants? It is can be describes as collecting data and information by using various

tools and techniques like survey, questionnaire etc. to gather information about
consumers requirements, competitors strategies,prevailing market trends etc. Cadbury
make use of market research to find out about its potential costumers and their desires,
competitors tactics etc. helping it to take important decisions related to products and to
make strategies for reducing probable risks (Caragher, 2016).
 Promotion: To maintain its market share and to diversify and capture new potential
target markets Cadbury make use of various tools and techniques of marketing for doing
its product promotion. It do its brand promotion through both electronic media like TV,
radio, online ( through social media such as facebook, instagram, twitter etc. and through
print media by giving ads in newspaper, magazines and so on in order reach target
audience making them aware of each and every product of company. By using smart
marketing strategies Cadbury formulate separate promotion schemes and tactics for
different categories of its products including catchy punch lines, featuring various celebs
as promoters and brand ambassador etc.
 Pricing: Cadbury by using smart pricing strategies set different prices for different
categories of its products. Cadbury while setting price of any its product carefully takes
into consideration the brand image, target audience who will be buying it and value it
offers to its consumers (Desai, 2013). For example, Cadbury for mass audience offers
bar chocolate at premium price, at the same time Cadbury also have chocolates like
Bournville which comes under its expensive products.
Responsibilities and roles of marketing relate to organisation
A firm consists of various departments whose combine efforts and work coordination is
essential for company to effectively and efficiently attain its objectives within specific time and
with maximum outputs. Amongst various departments in an enterprise marketing is the one who
is responsible for not only publicizing or communicating customers about company's products
and services but also holds the responsibility of delivering them to its end users. To accomplish
its marketing objectives and to achieve customer satisfaction marketing coordinates and work
together with different departments to generate higher profits and to capture large market share.
For maintaining the brand image and increase its growth marketing unit of Cadbury work
together with other departments such as HR, finance, IT and R&D in order to enhance
productivity and generate higher revenues.

P2Interrelationship of marketing functions
Mentioned below is description of interconnection of marketing with other segments of a firm: Human Resource Department and marketing department: Cadbury being iconic global
brand constantly requires a proficient and dedicated workforce to carry out its operations
effectively across the world. Thus, HRM of Cadbury ensures that marketing department
has right employees having appropriate knowledge and skills so that they can carry out
their tasks and work responsibilities in proper and efficient manner (Dibb and Simkin,
2013). HR department also organizes seminars, sessions and training programs so as to
induce required capabilities in employees that are essential for them to be competitive
and skilled enough to attract and influence people to make a purchase and also to handle
their queries and doubts in appropriate manner. R&D department and marketing function: With frequent changes occurring in the
market on every day basis in terms of technology, customer's needs and tastes,
competitors tactics and schemes to successfully cope up with these marketing department
of Cadbury works with close association with R & D department. R&D department
provides a detailed information about market trends, people's demand etc. that helps
marketing unit in planning, designing of a new product or introducing necessary
modification in existing products. It also helps company to be proactive in catering
customers needs by making changes in its present policies, process or product on the
basis of comparative study of various strategies adopted by its close competitors like
Nestle, Hershey's (Gamble and et. al., 2011). Thus, it helps Cadbury to enhance and
maintain its brand image and to capture new market opportunities. . Marketing function with operation department: The main responsibility of operational
department of a company is to provide essential facilities to other departments of a firm
that are requisite for conversion of limited available resources into maximum output with
higher returns. Thus, operation department of Cadbury provides marketing unit with
vital information related to potential suppliers in current market place who suppliers who
can provide material and other resources at comparatively low cost. Moreover both units
work together to introduce and implement effective tools and techniques to produce
better quality products.

 Sales and Marketing unit:- The aim of both these departments are some what similar as
they both strives to attain large sales volumes so as to earn higher profits and business
growth (Hsu, 2011). Marketing department of Cadbury assist its sales unit by providing it
with data and information related to purchasing power of people, their taste and what
they prefers, etc. This enables sales department to deliver services on time without any
delays as per their desire and attaining customer satisfaction in return.
P3 Marketing mix application to marketing planning
In order to maintain and enhance its brand image and to gain competitive advantage over
its business rivals it is of utmost importance for a firm like Cadbury to keep on analysing its
business environment for various changes that keeps on occurring in relation to trends, customers
needs and so on. Thus, by adopting a smart marketing mix strategies Cadbury can enhance its
performance, productivity and profitability by capturing attention of customers by providing
them innovative products i.e. different flavours of chocolates, gums, cookies etc. with different
flavours and exotic combinations of ingredients. Mentioned below is the comparative study of
Cadbury's Marketing Mix strategy with its leading competitors Hershey .
Cadbury Marketing Mix
Product:
Cadbury since it establishment till now have maintained its original cream taste in it products
which every one loves. Apart from offering chocolates, candies and bars it also deals in
other confectionery items like spreads, biscuits, ice cream, desserts, beverages and so on. It
caters the needs of all customers of all ages and income groups.
Place:
Cadbury plays special attention in choosing its distribution channels based on brand image of
particular product (Illing and Anders, 2016). It focuses on convenient stores, hyper and
supermarkets at prominent locations where there is high chances of visit by its target
audience comprising children, teenage and young adults. Cadbury marketing strategies aims
at make its product visibility at urban segment. Company owns its warehouse making it
easy for firm to deal with local retailers as well as to cater demands of its customers any
time without any delays.
Price:

Cadbury plays special attention in choosing its distribution channels based on brand image of
particular product (Illing and Anders, 2016). It focuses on convenient stores, hyper and
supermarkets at prominent locations where there is high chances of visit by its target
audience comprising children, teenage and young adults. Cadbury marketing strategies aims
at make its product visibility at urban segment. Company owns its warehouse making it
easy for firm to deal with local retailers as well as to cater demands of its customers any
time without any delays.
Promotion:
Cadbury selects its promotion strategy on basis of its product image, its target consumer and
market. Also it ad campaigns are designed in accordance with a particular country in
reference to their culture in order to capture attention of people belonging to every section.
There advertisement generally portraits family associations delivering company's message it
manufactures family oriented products. It make use of both electronic media like TV
commercials, internet, social media as well as print media such as ads in newspaper,
magazines etc.
Process:
Cadbury follows a systematic approach managing its contingencies in a well planned manner
which helps firm to maintain its profitability and productivity (Kennedy and Parsons,
2014) .It also maintains records of all its processes, products and services provided to
analyse whether customers are satisfied and informed about them or not.
Physical Evidence:
Cadbury has its stores and warehouse located in various countries in visible locations so that it
can capture attention of its customers as well to cater their demands anytime without delays.
It also keep track records about its consumers feedback, information related to their buying
behaviour etc.
People:
It target audience consists of children, teenagers and young adults from all market segments.
Also it employees around 50,000 proficient employees who are having required skills and
capabilities to handles its operations across world.
Hershey's Marketing Mix

Product:You are required to prepare a marketing plan f or
Cadbury rather explained wha
Hershey's mainly focuses on offering chocolate products and other syrups and sweet sauces and
spreads. Continuous innovation in it marketing mix strategies helps Hersheys to attain
growth in market.
Place:
Hershey's has a strong distribution channel which make it easy to reach out its customers
worldwide. It make its products display at malls, grocery stores , small retail shops and
other different outlets making it easy for its customers to make purchase.
Price:
Hershey's being a premium brand charges high prices for its products. It is because it ta get
audience comprises upper middle class and foreign tourists.
Promotions:
Hershey's uses various different promotional styles for enhancing its sales volume like TV ads,
billboards, social media and so on. Apart from this it also indulges its customers in
promotional activities like 4D chocolate mystery and other games where in kids can design
their own candy.
Process:
To improve quality of its syrup Hershey's need to work upon obtaining healthy raw materials
with good quality.
Physical Evidence:
Hershey maintains records of all its product modifications applied in order to make comparative
study of different years and products easy so as to keep on introducing innovative products.
People:
It targets upper middle class and high income groups. Hersheys carry out various training and
development programs for its employees in order to induce them with necessary skills so
as to provide better services to its consumers.

P4. Marketing Plan of Cadbury
Marketing plan for an organization comprises various business activities and marketing
strategies focused on specific time period that enables a company to achieve its objectives and
cater needs of its target markets efficiently and effectively in systematic manner (Lamb, Hair and
McDaniel, 2011).
Executive Summary:-
Cadbury is the second largest global confectionery brand which was formed in 1831 with
its base in Uxbridge, West London, UK. It deals in variety of products like candies, chocolates,
gums, biscuits, syrups, beverages and many more. It has a team of around 50000 professionals
and around 35,000 direct and indirect suppliers who efficiently handles it business operations in
more than 60 nations worldwide. With the vision to create brands that people loves to eat and
following mission to provide innovate products with high quality standards Cadbury has built its
reputation as a most iconic confectionery brand capturing around 70% of total market share
(2017 ) around the globe.
OBJECTIVES To increase in the sales volume of the company by 10% in confectionery segments by
December 2019.
Situational Analysis of Cadbury company:-
Strength
 Company deals in variety of products
ranging from chocolates, candies to
biscuits, beverages,spreads and many
other confectionery items.
 Cadbury captures 70% market share
making it world leading brand in
confectionery (Berkowitz, 2016).
 It strength lies in its strong and efficient
channel of distributions, marketing,
Weaknesses
 Cadbury in general is considered as
premium brand due to high prices of its
products like Bournville, Silk etc.
 Company still a way behind and lacks
in capturing rural and emerging
potential markets
 People being health conscious now a
days do not considered chocolates to be
healthy as it give rise to health

R&D departments.
 Dairy milk till today is one of the
most consumed chocolates which
enables Cadbury to have economies of
scale having low cost of production
problems like diabetes in adults, teeth
cavities in children etc.
.
Opportunities
 Increase acceptance of globalization
 India serves as one of the largest
markets having wider scope as there
are many occasion and festivals in
India to celebrate (Mihart, 2012).
 Cadbury besides offering low calorie
products also have introduced its sugar
free candies.
Threats
 Availability of various other substitutes
like varieties of desserts and sweets
 Several new brands have entered the
market offering new variants
 People now a days are obsessed with
health calories
 Tough competition from other leading
brands like Nestle, hersheys.
Marketing Approach :
So far Cadbury has maintained effective distribution and brand image to provide its products to
its consumers. Cadbury designs separate promotional strategies for its different age group
segments. It make use various electronic media like TV ads, radio, print media , online media
such as social media, billboards etc to make its target consumers aware about is new products.
Also it do its brand endorsements through famous celebrities to capture attention of its target
audience.
STP Technique
Under this technique company divides its target audience to efficiently cater their
individual requirements . STP of Cadbury for its new sugar free chocolates is described below:
Segmentation- Segmentation involves dividing customer on basis of their income, age,
gender, geographical background, etc. Cadbury, so far always been having products for all
market segments from middle to higher income groups. ChocoDulce, being a sugar free
chocolates is mostly targeted to its impulse segment (comprising every section middle income to

higher income group) where in customers often purchase a product on their impulse to eat them
instantly.
Targeting- In targeting,company delivers a particular products as per demand of its
customers. As managers of Cadbury is thinking to launch sugar free chocolates it target
audience is suppose to be all neglected diabetic customers of all ages (majorly adolescents and
elder people) as well as health conscious people too. Therefore, it is targeting all the different
segments within the market.
Positioning- It is basically creating brand image of your product in customer's mind by
using various modes of promotion. In case of its sugar free chocolates, Cadbury managers are to
promote its new product through newspaper ads, TV commercials, radio and other media that are
being followed by its target audience.
Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 12600 14200 20000 16000
Investment 20700 15000 16500 14000
Total 50000 33300 29200 36500 30000
Marketing
expenditures
Advertisement 9600 6500 6800 6000 6400
Sales promotion 2000 2000 4500 3000 8500

Direct marketing 7000 6000 3000 6000 2000
Total 18600 14500 14300 15000 16900
Available balance 31400 18800 14900 21500 13100
Monitoring and controlling
The major responsibilities of monitoring and controlling all business operations lies
with marketing manger (Baker and et. al., 2016). They play a major role in formulating various
marketing strategies and plans in order to carry out al its operations in systematic manner with
proper efficiency.
Sources of Funds
Cadbury raises its funds by using both internal as well as external sources of funds. It
utilizes company's retained profits and working capital that comprises its internal sources for
investing in its new product ventures. The company will take assistance of financial institution to
avail loans to carry out its new formulated expansion strategy.
CONCLUSION
From project undertaken it can be conclude that marketing serves a major factor in
companies success and growth as it helps it communicate its products value and benefits to its
target audience in most attractive manner. Marketing department undertakes roles and
responsibilities that help in maintaining an edge over its competitors. Moreover marketing
departments coordinates with other departments to achieve its objectives efficiently in systematic
manner. Later in report marketing plan of Cadbury is being prepared along with SWOT analysis.