Comprehensive Marketing Report: Cadbury's Strategies and Analysis

This report offers a comprehensive analysis of Cadbury's marketing activities. It begins by defining marketing and outlining the key roles and responsibilities within the marketing function, including market information, product design, and distribution channels. The report then examines Cadbury's current and future marketing trends, marketing process steps, and departmental responsibilities towards the company and its customers. A significant portion of the report is dedicated to comparing Cadbury's marketing mix (product, price, place, promotion, people, and physical evidence) with that of its main competitor, Nestle. The comparison highlights the strengths and weaknesses of both companies' strategies. Finally, the report develops a potential marketing plan for Cadbury, discussing how the plan can contribute to the overall marketing objectives and enhance Cadbury's market position.

Marketing
Essentials

INTRODUCTION
Marketing is simply activities which has been undertaken by organisation for promoting
buying and selling of their products or services (Babin and Zikmund, 2015). This process
involves advertising, selling as well as delivering of products and services to customers. This
report is based on Cadbury which is British multinational organisation founded in 1824 by John
Cadbury. Respective project will discuss key roles and responsibilities of marketing function.
Furthermore, relationship of marketing department with other division of Company will discuss.
In addition to this, comparison will be conducted within Cadbury and its competitor Nestle on
the basis of marketing mix process. In the end, marketing plan will be develop for Cadbury and it
will be discuss how marketing plan will contribute in overall marketing objectives.
Activity 1
a.
Marketing is function related to exchange of goods and services. With the assistance of
this medium offering of an organisation bought to the place of consumption and result in
satisfying customers needs. There are several function of marketing in relation of Cadbury
explanation of these are as follows :-
 Market information: It is one of the basic function in which marketing unit of
respective company analyse entire market for analysing demand and requirement of
customers. Marketing information means assessing both internal and external factors
which directly impact growth of Cadbury. Moreover, Company also analyse that
customer like their product or they need some modification. This information will assist
organisation in segmenting their market.
 Product designing and development: Within this marketing function main focus of
respective team is to develop innovative offering that will assist them in grabbing
attention of large customers (Cabrera and Williams, 2014). Main focus Cadbury's
marketing unit is to design product but after analysing entire market. Company can take
effectual decisions for making their customers satisfy by fulling requirements.
Furthermore, marketing unit of respective organisation provide guidance to production
division which is related with design, size and shape of their offering, which they going
to sell their customers.

 Distribution channel: This is also one of the function performed by marketing division,
transportation as well as distribution channel use by respective team for supplying goods
and services to end users. Cadbury is using both online as well as offline distribution
channel for enhancing their customer base. Thus, for online marketing website will be
use and in case of offline products available in stores, supermarkets etc..
c.
Marketing is set of activities conducted by an organisation for selling their products and
services to customers (Cooper And et.al ., 2014). It focus on the philosophy which simply means
that an corporation have to evaluate requirement, demand and need of customers at first and after
that have to take decision for making customer satisfy their needs and wants.
Current and future trends of marketing – In today's competitive business environment
marketing process is getting change as industry is getting develop on regular basis. After
examining it has been analysing that Cadbury is using print media for doing marketing of their
offerings. Such type of marketing tool involve newspaper advertisement, pamphlets, magazines
and many more. Along with this, marketing division of respective organisation also using social
media as effective marketing tool which help them in promoting their offerings and attracting
large number of customers. This marketing technique enhance profitability and market share of
Cadbury.
Marketing process – It is the way in that value will be created by organisation for
customer to making their requirement satisfy. There are four major steps included within
marketing process explanation of these are as follows :-
 First step – In this first step, management of Cadbury analyse external opportunities
which are available within market area. This stage involve demands, needs and
requirement of customers.
 Second step – After analysing market, now its time to target those market place that
generate maximum outcomes (Desai, 2013). Along with this, customers are also divided
as per their demand and offering of company.
 Third step – In this third step, marketing team will develop effective marketing plan that
will help them in promoting their offerings in effective manner for targeting customers.

 Fourth step – This is last step in which entire plan will execute as well as strategies
developed through marketing unit with the motive of advertising product as well as
services in effectual manner.
Apart from this, there are several function performed by marketing department explanation of
these are as follows :- Responsibility towards Company – Marketing department have its some responsibilities
towards organisation as it help in analysing external and internal factors effect on
Cadbury. This will assist in minimising negative impact and grabbing positive
opportunities (Ehret, Kashyap and Wirtz, 2013). Along with this, current market trends
and changing taste or preferences of customers also analyse through marketing
department which result in increasing customer base and generating profit.
 Responsibility towards Customers – Company have its some responsibility towards
customers is to make them satisfy which will be possible only by offering good quality
products as per their demand. Along with this making them satisfy is necessary because
customers are assets for Cadbury without them generating revenue will be not possible.
d.
There are close relationship in different departments of an organisation that closely
associated with each other in accomplishing organisational goals and objectives that are as
follows:
Marketing with Human resource:
Marketing department have to closely work with HR department to ensure that suitable
skills and staffing requirements are in a place. They require to conduct research and develop
unique ideas and concepts, meet production targets or goals, to build effective and ambitious
sales team. For all these responsibilities marketing department have to collaborate with HR
department so that they recruit and if training demands then they easily build one of effective
team accordingly (Eng, 2017). In context of Cadbury with help of HR department organisation
can build one of effective team to accomplish their goals and objectives.
Marketing with operations department:
Marketing department have to closely work with operations department to accomplish
goals. In order to with help of operation department, marketing department get plan ample of
research and developing with objectives to satisfy current and emerging needs of consumers. To

verify quality manufactured and specification of product design that are laid down by consumers.
It ensure about volume of orders that are generated by marketing should met with in the specified
time period and cost. In context of Cadbury they with help of operations department measure
required unit to produce one of best quantity in proper manner.
Activity 2
a. Marketing mix
Marketing mix Cadbury Nestle
Product Cadbury have the large
product portfolio of products
(Faßmann and Moss, 2016).
In their chocolate business the
majorly product are Dairy
milk, Bourville, five star, Perk,
Cadbury eclairs and many
more. In the category of
biscuits they deal in premium
of Oreo. In sector of beverages
they have bournvita that are
one of leader in that segment.
With the help of products and
their brand value it become
one of the leading name in the
chocolate industry across the
whole world.
In context of Nestle they have
four strategic units that provide
different food products to the
ultimate consumers that are:
Beverages in which one of
well known brand comes under
it that are Nescafe. In milk and
milk products consisted Nestle
everyday, Nestle slim and
Milk. In dishes and cooking
aides consisted Maggie
noodles, paste, sauce and
cubes. In sector of chocolate it
consisted the Kitkat, Munch,
Eclairs and Polo. So they have
large product portfolio so that
they can satisfy the people
from different segments.
Price Quality of the products
devotes towards price. As the
quality of products is high in
context of Cadbury the price of
Price rely on the market of
every product such as their
products Nescafe and maggi
are the leaders that are they

some products are high and
some comes under reasonable
price range (Fırat, 2013). For
an example products like Perk,
five star and eclairs, dairy milk
comes under sector of
premium pricing. On other
hand variety of products
comes under the high as well
as low variants that are Dairy
milk. So they position different
class of people.
higher margins in comparison
to their competitors. As the
offer best quality products to
consumers so they not quit the
product due to skimming of
pricing. The major strength of
their pricing that comes from
their packaging or related to
consumption based pricing. In
other product like Kitkat and
munch as per the fierce
competition they adopt
competitive pricing.
Place They by using one of best
distribution channel reached at
larger consumer base that are
situated in both urban as well
as various categories of towns.
It presents in the almost 200
countries but distribution cost
is very much high in context of
Cadbury due to demand in the
marketplace the cost were
going high.
In their place they follows the
FMCG strategy that focus on
the break the bulk ( Kahn,
2014). Their distribution
channel involves the
manufacturing, C&F agent,
distributors, retailers and
consumers. They follow two
kinds of distribution channel
that have strong and good
marketing with sales network
to remain always competitive
in marketplace.
Promotion The promotional strategy of
Cadbury for each and every
product vary from each other.
Such as the positioning of the
In promotion the one of well
known tune of Nescafe that
considers as best advertising
campaign launched two

product Bournville and
Cadbury celebrations
positioned in market as an gift
product (Guffey and Loewy,
2012). By combination of both
ATL and BTL marketing tools
to attract the large no. of
consumers to get desirable
outcomes in the marketplace.
decades ago. They use one of
witty and innovative campaign
that helps to give value to
consumers by giving moments
to consumers. They majorly
use sales promotions and ATL
marketing to stabilise into
marketplace.
People People in the context of
Cadbury are very much
important as they directly
involved in the brand
establishment as well as
recognition in the marketplace.
Their majorly target market
are young people and
children's as compare to elder
ones with people who loved
sweets.
Nestle working with their sales
team that put their best efforts
in their marketing work and
activities (Muller, 2019).
Their people are constantly
trained in techniques and show
their respect in business by
focusing on consumers needs
and preferences. They working
with suppliers to get raw
material as people majorly
work for maintaining and
improving the quality of
products.
Physical evidence To give one of best products
and services Cadbury recorded
all experiences of their
consumers that they getting
with help of physical
questioning, observing
purchasing patterns of
By selling products in various
colour packaging that helps to
identify their products. These
products have special shelves
in retail stores. They have
online websites that are user
friendly and helps to

consumers and by giving
guidelines to them regarding
their products at time of
shopping by brochures and
pamphlets (Ottman, 2017).
consumers to perceive things
at high quality. They by
collecting the feedback from
consumers improve in product
and service quality that helps
to remain always competitive
in marketplace.
Process Cadbury recorded all processes
to reach at large no. of
consumer base with also
provided services that proved
helpful to consumers or not.
To make sure that their
products are available at retail
stores in which retailers can
easily notify at time inventory
level is very low (Rundle-
Thiele And et.al ., 2013).
b. Tactics applied by organisation for demonstrating how business objective can be achieved in
relation with marketing department
Marketing tactics are the strategic action which help company in direct promotion of their
goods as well as services for influencing specific marketing goals. There are several tactics
which marketing department of Cadbury will implement in their working for accomplishing
predetermined objectives. Explanation of these tactics are as follows :-
 Business-to-consumer (B2C) – This is an marketing tactics which design by an
organisation which directly market their offerings to consumers (Wilson and Gilligan,
2012). B2C strategy is driven by data of consumers which include taste and preferences,
their income and many more.
 Direct selling – There are several organisation using direct selling as this is more
profitable strategy but for small market. Because it is not possible for Cadbury to sell
their offering by meeting customers face to face as they are serving at worldwide level.

Activity 3
a. Marketing Plan
Marketing plan is blueprint of all those activities which are executed by marketing team
in near future. With the assistance of marketing plan company will be able to analyse condition
of market because it may affect company in positive and negative manner (Rundle-Thiele And
et.al ., 2013). Marketing manager of Cadbury will design effectual plan that will help them in
accomplishing predetermined goals and objectives. Explanation of marketing plan are as
follows :-
Overview of Company
Cadbury is British multinational confectionery organisation and it is second largest
confectionery brand after Mars. It was founded in 1824 and its founder is John Cadbury as well
as respective organisation is offering products such as silk, gems, dairy milk, Oreo and many
more. For increasing sales manager of Cadbury provide attractive offers but according to
festival. Mission and vision are as follows :-
 Mission – It has been believed by Cadbury that with the help of effective marketing
strategy company will be able to deliver high quality products to their end users. Vision – Cadbury vision is to build effective brand name which become high priority for
everyone.
Marketing objectives
 Cadbury prime objective is to enhance their sales by 20% within next 6 months. Respective organisation launch new product which is named as dark chocolate energy
drink for increasing their market share by 15% within next 1 year.
STP approach
In this, STP stands for Segmentation, targeting and positioning as well as it is one of the
familiar strategic approach in modern marketing. Explanation of STP model in relation of
Cadbury are as follows :-
 Segmentation- Within this process market area divided within small groups that will
assist organisation in analysing customers requirement (Wilson and Gilligan, 2012). On
the basis of four different components segmentation is done which involve geographic,
psychographics, demographic and behavioural.

 Targeting- After doing market segmentation organisation start targeting customers as per
their requirement. Manager of Cadbury target mainly youngsters who are going gym. Positioning- In this stage, Company position products as per requirement of targeted
customers. In mind of customers positioning involve both brand image and reputation of
company.
Marketing budget
b. How marketing plan contributes to the overall marketing objectives
Market plan is designed for achieving some objectives same as Cadbury also have
marketing objectives which are as follows :-
 Cadbury prime objective is to enhance their sales by 20% within next 6 months.
 Respective organisation launch new product which is named as dark chocolate energy
drink for increasing their market share by 15% within next 1 year.
For accomplishing these objective marketing plan has been designed by respective
department (Zimmerman and Blythe, 2017). This plan involve such such elements which help
in achieving predetermined goals and objectives in effective manner. Along with this, it is
important for staff member working in Cadbury to follow entire market plan which has been
designed by marketing team. So that, objectives designed can be achieved in effective manner
without facing any such issue.

CONCLUSION
After going through this entire discussion it has been identified that, an organisation have
to design effective marketing strategy for promoting their goods and services within market area.
In addition to this, it has been analysed that marketing process will provide assistance to
organisation in enhancing their sales. Effective marketing give positive result for an organisation
by increasing profitability as well as long term sustainability within business environment.

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