Cadbury Marketing Essentials: Functions, Mix & Marketing Plan Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins by outlining the roles and responsibilities of the marketing function within Cadbury, detailing its involvement in production, product development, selling concepts, and overall marketing strategy. The report then examines the interrelationship between the marketing department and other departments such as finance, production, human resources, and research and development, highlighting how each contributes to the company's marketing objectives. Furthermore, the report analyzes Cadbury's marketing mix, focusing on product, price, place, and promotion, while also comparing Cadbury's strategies with those of its competitor, Nestle. Finally, the report presents a detailed marketing plan for Cadbury, including an executive summary, company overview, mission and vision, situational analysis, strategic actions, segmentation, targeting, positioning, tactics, budget, and control measures. This analysis offers a thorough understanding of Cadbury's marketing approach and its position in the confectionery market. Desklib provides a platform to explore more solved assignments for students.

MARKETING ESSENTIALS- CADBURY
1

Contents
INTRODUCTION................................................................................................................................3
LO1...................................................................................................................................................4
P1: ROLES AND RESPONSIBILITY OF MARKETING FUNCTIONS....................................................4
P2: ROLES AND RESPONSIBILITY OF MARKETING RELATED TO DIFFERENT DEPARTMENT........8
LO2.................................................................................................................................................12
P3: MARKETING MIX OF CADBURY...........................................................................................12
LO3.................................................................................................................................................19
P4: MARKETING PLAN OF CADBURY..........................................................................................19
EXECUTIVE SUMMARY...........................................................................................................19
COMPANY OVERVIEW...........................................................................................................19
MISSION AND VISION............................................................................................................19
CURRENT MARKETING SITUATIONAL ANALYSIS....................................................................19
STRATEGIC ACTIONS..............................................................................................................22
SEGMENTATION, TARGET AND POSITIONING (STP)..............................................................22
TACTICS AND ACTION............................................................................................................23
BUDGET..................................................................................................................................23
CONTROL...............................................................................................................................23
CONCLUSION.................................................................................................................................24
2

INTRODUCTION
The concept of marketing helps in providing the production, selling and marketing strategies for
the business. Among them, the second largest British multinational confectionery company
named Cadbury includes the highest number of the target audience. This has developed plans
and strategies through which profit and revenue for the business can be attained by analysing
the roles and responsibilities. The study covers the roles and responsibility of the marketing
department of the Cadbury. Cadbury is located in Uxbridge, London in the UK. This helps in
leading the business product of the market. The importance of the organisations like Cadbury
can be evaluated with the help of successfully indulging the marketing mix components with its
competitors Nestle. To increase their market sale in the market, the organisation develops the
marketing plan. The report illustrates the confidential measures of the marketing strategies
that are implemented in the study.
3

LO1
P1: ROLES AND RESPONSIBILITY OF MARKETING FUNCTIONS
The function of the marketing is based on the development stages of the marketing concept.
They are:
Production Concept
This portrays desired needs of the products and services in the organisation through which the
regardless reasons to attain the customer can be emphasized. The role of the high-quality
product can help in delivering high-end services to the customer.
Product Concept
The role of the marketing in the Cadbury is imperative with the products that are offered by the
organisation (Nath, 2017). The marketing team is responsible for expanding the business
through the indigenously approaching the business with the better quality. This can actively be
led down to the product quality services.
Selling concept
Cadbury can help in including the market with the use of the printed media and other selling
concepts. The marketing of the product can be enlisted with the social networking sites and
hoardings and other.
4

Figure 1: Marketing concept
Source: Nickson, 2017
Marketing Concept
The concept of marketing is the basic essential feature which indicates the activeness of the
business through the proactive measures of the business departments. The key functions which
relate to the activity are dignified with the help of marketing of the Cadbury on the global basis.
The roles and responsibility of the marketing functions can help in symbolizing a typical
behaviour of business through which the departments of the organisation are strategically
involved (Nickson, 2017). The role of the marketing plan helps in dealing with buying, selling
and transiting the position of the market through public relations and customer services. The
marketing functions have served the people with different responsibilities to supervising the
operations with different responsibilities in the department.
5

Figure 2: Marketing Functions
Source: Paley, 2017
The market is full of ever-changing demands with vivid strategies to globalise the product and
economical services. The changing market landscape can relate to personalised gifts and
chocolate to their customer (Nath, 2017). The main role and responsibility of the marketing
department of Cadbury are influence due to:
 Decision-making process of the buyers
 Identical customer’s needs
 Buying and selling point of the services are maintained
 Product Improvisation
 Conducting campaign with managing marketing initiatives
6

The company has focused on providing a different range for the varied target audience. The
product of the Cadbury was the risk-taking product through which the customer's creation
values are examined.
7

P2: ROLES AND RESPONSIBILITY OF MARKETING RELATED TO DIFFERENT
DEPARTMENT
The main function of the departments in the Cadbury UK symbolizes to gain the objective of the
organisation. Different skills can be majorly accounted for the functional value of the business.
The department of the Cadbury can be separable to meet the roles and responsibility of the
organisation. However, they are interrelated with each other and can be elucidated as:
Finance Department
The finance department helps is setting the amount of the marketing the products on the
different levels of the target audience. It can be experienced that the products that are focused
can be communicated with the range of the materials and service with the campaign to
increase the set amount of the budget in the planned manner (Dadzie, et al. 2017). It can be
updated with the managing the activities on the offline and online basis. The investment in the
social media pages and web services are charged minimally for promoting their services.
However, in offline means, it can charge them in abundant as they give away the product for
sample measures.
8

Figure: Interrelationship with Finance Department
Source: Dadzie, et al. 2017
PRODUCTION DEPARTMENT
The production department helps in meeting the needs of the organisation. This can relatively
forego the length of the trusted raw materials through which promotion of the product and
services can help in indulging the customer for long-term (Drummond, et al. 2010). The
products like Dairy Milk, Bourneville are likely to be in the demand as the consumer look for the
better quality of the products. The Cadbury provides the access to their research in terms of the
sweetness. This can help in generating the volume of the order in the organisation.
Figure: Role of Production department and linkage with Production department
Source: Drummond, et al. 2010
Human Resource Department
Cadbury’s Human Resource department is closely related to the staffing level of the business. It
can help in researching the ambitious demand of the customer across the world. The internal
evaluation of the personnel can be attained with the help of the marketing department. The
number of the employees working in the organisation is around 76,000 by the year 2016 (Fan,
9

et al. 2015). This can be accessed to the recruitment, training programs and employee
assessment. The job description can help in employee assessment and hiring of the people for
development and implementation of the marketing plans and activities in the business.
Figure: Role of HR department
Source: Fan, et al. 2015
Research Department
The R&D department shares the heavy needs of the enhancing the products variability. It can
help in managing the market research through acceptance of the new products, identified
unmet or latent needs and access on providing the new products- Dairy Milk Silk, Bubbly and
Bourneville Almond and Fruit and Nuts.
10

Figure: Role of R&D Department
Source: Hamzah and Sutanto, 2016
The range of chocolates that are innovated helps them in competing with their rivals. It helps in
attaining the increase in the growth of the market with the represented increase in the
spending of the commercialised income (Hamzah and Sutanto, 2016).
11

LO2
P3: MARKETING MIX OF CADBURY
Cadbury is the most formerly confectionary company which has been the part of the Mondelez
International. The original working principles of the British multinational confectionary
company provide the Kraft Foods. This is widely famous for their well-known product named
Dairy Milk Chocolate. The other popular confectionary items of the organisation famous in the
UK are the Crème Egg and Roses Selection Box. This has brought about the development of the
business in the particular areas (ENTREPRENEUR INSIGHTS, 2014). Thus, the other products like
tea, coffee and drinking chocolate are also offered with a higher rate of the business. The
marketing mix can be experienced with the higher proportion of the milk within the recipe
compared with the rival products.
Product
The Cadbury products are associated with the property of the work with the range of the
services. This can help in fulfilling the needs and requirements of the customer. The products
share the huge market areas are – Dairy Milk, drinking chocolate, Cadbury Fingers, Galaxy,
Cadbury Snow Flakes, Cadbury Crème Egg and Double Decker and Cadbury snacks.
12