Cadbury Marketing Essentials: Examining Roles, Mix & Developing a Plan

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the organization and how they relate to other functional areas. It examines Cadbury's application of the marketing mix (7Ps) to achieve business objectives, comparing their approach to other organizations. The report includes a detailed marketing plan for Cadbury, incorporating market situational analysis, internal and external environmental analysis, STP (Segmentation, Targeting, Positioning), control plans, tactics, actions, and budget considerations. Furthermore, the significance of interrelationships between marketing and other functional units such as Human Resources, R&D, Production, and Finance is analyzed to demonstrate how coordinated efforts contribute to Cadbury's overall success.

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Marketing Essentials
Cadbury

Table of Contents
INTRODUCTION..........................................................................................................................3
LO 1............................................................................................................................................6
P 1 Explain the key roles and responsibilities of the marketing function..............................6
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context for the chosen scenario..........................................................................................10
M2 Analyse the significance of interrelationships between marketing and other functional
units for the chosen organisation........................................................................................11
LO 2..........................................................................................................................................13
P3 COMPARE THE WAYS IN WHICH DIFFERENT ORGANISATIONS APPLY THE MARKETING
MIX TO THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS OBJECTIVES..........13
M3 EVALUATE DIFFERENT TACTICS APPLIED BY ORGANISATIONS TO DEMONSTRATE HOW
BUSINESS OBJECTIVES HAVE BEEN ACHIEVED.....................................................................18
LO 3..........................................................................................................................................19
P4 PRODUCE AND EVALUATE A BASIC MARKETING PLAN...................................................19
M4 PRODUCE A DETAILED, COHERENT EVIDENCE-BASED MARKETING PLAN FOR AN
ORGANISATION....................................................................................................................19
EXECUTIVE SUMMARY.........................................................................................................19
COMPANY’S OVERVIEW.......................................................................................................19
MARKET SITUATIONAL ANALYSIS.........................................................................................19
INTERNAL ANALYSIS.............................................................................................................20
FINANCIAL ANALYSIS............................................................................................................21
EXTERNAL ENVIRONMENTAL ANALYSIS...............................................................................22
STP OF MARKET....................................................................................................................23
CONTROL PLAN....................................................................................................................23
TACTICS AND ACTIONS.........................................................................................................23
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BUDGET................................................................................................................................24
CONCLUSION............................................................................................................................25
REFERENCES.............................................................................................................................26
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INTRODUCTION
Marketing is that social, management and exchange process which functions to attract the
potential buyers and clients in the company’s product or service. Through the exchange,
process companies are delivering the desired product or service to the customers and in
return received the value of that service or product. In this report, we are going to make a
detailed analysis of Cadbury’s marketing. The report focuses on the key role and
responsibilities of marketing at Cadbury and how these functions relate to the other
functional areas of the Cadbury. The report also presents the ways in which the Cadbury
uses the 7Ps or the marketing Mix elements to attain the overall company’s goals. In this
report, a marketing plan for Cadbury is developed and evaluated with a logical suggestion.
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WHAT IS MARKETING?
Marketing is that function or process which will help in creating interest of the prospective
clients as well as customers in the company’s service or product respectively. The marketing
can be defined as an integrated process through which businesses comprehend the
customer needs & wants, develop value-added marketing strategies, produce unified
marketing plans, deliver customer value and then develop strong customer relationships
with them (Levens, 2011).
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COMPANY OVERVIEW
Cadbury is a British-based multinational company of confectionery which is owned by
Mondelēz International (formerly Kraft Foods). The company is the second largest sweets
brand after Mars worldwide. The headquarters of the company is at Uxbridge, London and
operating at more than 50 countries in the world. It is established in the year 1824 by John
Cadbury, where he has initiated the sale of cocoa, tea, coffee and drinking chocolate. The
company is working at the global level. The Cadbury is having a top-down organisational
structure with democratic managerial style. The company is having a multidivisional
structure and culture in context with staff management. The number of employees working
at Cadbury is 71,657 by the year 2008.
Figure 1: Cadbury World organisational structure
(Source: https://www.cadburyworld.co.uk/schoolandgroups/~/media/CadburyWorld/
en/Files/Pdf/KS345LeisureTourismMARKETINGWorkbook.pdf)
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LO 1
P 1 Explain the key roles and responsibilities of the marketing function.
The marketing function is a role which helps a business to identify & delivern actually fruitful
products or services for the potential customers or clients they work over and then endorse
those products and services through differentiation from the same kind of products &
services (Armstrong et al. 2015). The main role and responsibilities of marketing function
Cadbury is performing are – preparing marketing plans, conducting marketing research,
development of product and market, market penetration along with advertising and
promotions, distribution and sales, setting price of the products subsequently with customer
sales service as well as the public relations (Majaro, 2013).
Figure 2: Functions of Marketing
(Source: https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/
10696-marketing-function.html)
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Following are the principal role and responsibilities of Marketing function at Cadbury:
MARKETING PLANNING AND RESEARCH
The company has a popular with its dairy milk chocolate. There other popular products are
crème egg and roses selection box. The company has put its vision as its action this strategic
plan helps the Cadbury to implement their strategies and plans between the customers. The
market research requires proper gathered information in relation to the target customer.
Reserve will take a look at things like people you want to sell your product and why they will
purchase your product in contrast to your competitor’s product. The deep observation
about marketplace trends and competitors’ products will require here.
MARKET SEGMENTATION
Cadbury has segmented its market with various segments centred on the psychographic,
demographics, and geography that will help to identify the market segments for the
Cadbury. The psychographic based segmentation divides the product as per consumer's
attitude, motives and lifestyle where the customer can prefer any product in consideration
to its brand value or the customer's preference vary based on taste, shape and texture of
the product. In the demography segmentation, branding and marketing are based on the
age, income criteria and gender of the customer. While in case of geography-based
segmentation Cadbury has divided its market in various big cities, suburb areas and towns.
EXCHANGE FUNCTIONS
The company is a leading confectionary company among the people and planning to reach
all segments of the society. The company try to deliver its products for various festivals and
occasions which could be possible only when its products are available at retail and
departmental stores with a quick and efficient distribution channel. The company with its
diverse range of products are trying to reach its customers at a different corner of the
world. The company with its exchange function making efforts to reach international
markets with its new products.
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PRODUCT DIFFERENTIATION AND ITS POSITIONING
Cadbury being a leading chocolate brand in the confectionary food industry, have to deal
with various segments. The products of the Cadbury brand are being purchased by different
category of people with different intentions such as; youth purchase its product for
lovemaking and fun purpose, teenagers for their journeys and adventures, children for its
taste and gifts.
PRODUCT DISTRIBUTION
Cadbury with its effective and quick distribution channel is successful to make available its
products to small and big cities as well as towns also. Cadbury’s products are available at
various stores easily it is due to its product distribution channel that is a competitive edge
for the company.
FINANCING
For making money, money is required. Being one of the largest chocolate confectioneries in
the world, Cadbury’s important role or function is finding adequate sources of funding
through loans, investments, or from the personal capital to finance the advertising and
promotion of the products.
MARKET INFORMATION
Marketing information dealt with the information about various components such as
product, place, price, plans, promotion and the existing situation of the target market. With
the effective and efficient marketing information system, the Cadbury is able to arrange the
information and knowledge of the target market for its smooth functioning.
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M1 Analyse the roles and responsibilities of marketing in the context of the
marketing environment for the chosen organisation.
Various businesses and company’s delegate responsibilities for the marketing function to
specific team members or the marketing managers into the company. That’s why marketing
is considered to be the separate and distinctive entity. The company’s having marketing
department also have product & brand managers, sales representatives, marketing
researchers, promotion & advertising managers, specialists for marketing, & customer
service executives (Moosmayer and Fuljahn, 2010).
The following are the roles of a marketer on which he has to actually act on among the
buyer and the company; as a guide and deliverer, communicator & coordinator, strategic
and planning partner, and being a part of customer support.
The following are the roles and responsibilities in relation to organisational context:
 Researched on the economic, scope and competitive characteristics of an industry.
 Identify the target customer groups and marketplace.
 Identify the targeted segments within the marketplace.
 Identify and adopt the suitable marketing strategies.
 Funding, comprehending, and performing on the market research.
 Development of new products.
 Understanding environment and competitors and their plans and strategies along
with their reactions.
 Conduct environmental scanning to identify the opportunities and threats.
 Create and develop a workable competitive advantage.
 Develop MISs (Management Information Systems) to determine the growth and
progress.
 Understand where a brand needs to be positioned in the future.
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P2 Explain how roles and responsibilities of marketing relate to the wider
organisational context for the chosen scenario.
Marketing is that function in a company which cannot work solely. Therefore, it is important
to understand the way a company works with the other functional areas. The various roles
and duties of marketing department have an interrelation with the other functional areas of
the company that is helpful for the attainment of the organisational objectives (GILMORE,
2012). The other functional units of Cadbury are as follows:
 Human Resource
 R & D
 Production
 Finance
 Administration
 Distribution
 Sales
 Customer Service & Support
At Cadbury’s marketing is being linked to the other main functional areas that are
also part and parcel of the company.
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M2 Analyse the significance of interrelationships between marketing and
other functional units for the chosen organisation.
Significance interrelationships between marketing and other functions of Cadbury’s
business:
HUMAN RESOURCE
Human resource department is engaged in the recruitment, selection, training and
development of the staff of the company. They are also busy in performing other functional
responsibilities of the company. In marketing, HR functions will be helpful at the time of the
appointment of marketing executives or staff members (Lovelock, 2011). Therefore, HR
functions as an imperative communicator of the company which is also required in the
marketing function (Farndale et al. 2010).
R & D
R & D function should be encouraged by the marketing ideology. So that targeted consumer
needs are researched with new innovations and developments in the target market. As we
know researchers are performed by some research institutions and centres. The market
officials by interacting with research bodies try to incorporate the customer needs into the
newly innovated products.
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