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
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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
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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
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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,
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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).
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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.
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Figure: Product of Cadbury
Source: Lilly, 2014
There are some of the fastest influenced products of the Dairy Milk. They are five-star,
Bourneville and Cadbury Éclairs. This beverage has great influence on the children belong to 4-5
years of the age group.
However, their key competitor named Nestle offers the high rich milk products which are
prepared with the help of the dishes that aids in less product range for the organisation.
Figure: Product of Nestle
Source: Helms and Nixon, 2010
The products of the Nestle are Nestle Pure Life, Chocolate Aero, Milky Bar, Food Herta, Maggi
and other.
Price
The prices of the Cadbury are highly captivating. Consumers are likely to entail with the
products whether to buy or not. This can account for the more profitable range of viable
products which are influential for the competitors to enter the market (Helms and Nixon, 2010).
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The selling volume can link with the marketing department and be approaching to the unique
selling point. The prices of the product depend on the range of the target audiences. This can
raise the selling volumes in the duration of festivals. The price of Cadbury Fair-trade product
Diary Milk is around £1.97 for each 100g (Kotler and Armstrong, 2010).
Figure: Pricing of Cadbury
Source: Grant, 2016
Nestle also provide the competitive products but are accountable for the ranging with the key
competitors. This gains them enough advantage with the customer through which the switching
of the brands can be highly attained. Nestle holdings in the market share the price range of
102.16 by the start of the year 2018.
Place
The company is located in the Uxbridge Business Park, London Borough of Hillingdon, England.
The area of the business is occupied with other 84,000 sq. feet ratio. The Cadbury acquires the
confirmed Kraft and remains of the company with the business. The Kraft subsidiaries in the UK
provide the holdings of the Cadbury in a different region. They are Cadbury two LLP, Cadbury
UK holdings limited, Cadbury Four LLP and other (Kotler and Armstrong, 2010). It covers a
worldwide range of the areas and is widely distributed with the depots of the services that are
originally holding the business.
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Nestle is located in the UK for registry of the services. This can be confined to their headquarter
location which is in York. This has a range of the head centres to operate across the world.
There are several stages through the quality check of the stock are undergone before
distributing in the UK and other locations.
Promotion
The promotion strategy of the Cadbury is based on the target audiences with the desired
objectives. The business can confine the importance of the tagline through which they promote
them. For example- The tagline of the Cadbury are ‘'Kuch meetha ho Jaye’’, “Shubh Aaram” “Iss
Diwali aap kise khush karenge” has measured the promotional tactics with the business. The
company can help in increasing their profitable sale with the acquainting on the high
professionals such as Actor and Actress for campaign their profit margin (Helms and Nixon,
2010). The use of the ATL and BTL promotional marketing strategy applicable to the business
can present the activities which attract the business ventures. Thus, it is necessary that the
hotels, corners and shops can be utilised for marketing their business.
Figure: Promotion of Cadbury product
Source: Hamzah and Sutanto, 2016
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There are certain ranges of tools through which the products can be promoted. They are
through Television advertisement, spreading offers that attract people especially their target
audience women’s and young children (Hamzah and Sutanto, 2016). However, on the other
hand, their competitors Nestle utilises the BTL promotional strategy which configures the
susceptible aspect of attracting the people by using the marketing viz.
Figure: Promotion of Nestle
Source: Nickson, 2017
People
The company is susceptible to the sale of the staff and managing the director building block
with the services. There are different retail outlets of the business through which the skilful
personnel to the organisation with the product and service marketing. The role of the Cadbury
provides the right choice of people for trading and providing the service market (Rettie, et al.
2012). This revolves around the functions with the trademark in the confectionary industry.
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The highest retailing brand of the Nestle is Maggi which has attracted a number of the
customer over the launch of 2 decades. This has examined on providing the innovative and
push overwork of doing the business.
Process
The process of the Cadbury is referred to be based on the services of the company with most
deliverable cost and business. This can help in adopting the creative and new measured process
with the delivered services effectively. Thus, the process of the providing the product right from
the production to sell of the services are carried with the help of employee skills (Dadzie, et al.
2017). This actively brings about the retaining needs of the products and services in the
business.
Nestle process requires a comprehensive distribution strategy for their market with their
products, especially for the chocolates. They are least promoted in the confectionary items and
are revolving around the market features.
Physical Evidence
The physical structure of the Cadbury is undefined as they present their products in the unique
style like-Bubbles pattern, square shaped with lining partition between them. The packaging
involves the products with the brochure based services.
However, the similar but confined ratio of the pattern is found for Nestle Products and likely
impress the people with their physical evidence (Fan, et al. 2015).
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Figure: Marketing Mix for Cadbury and nestle
Source: ENTREPRENEUR INSIGHTS, 2014
Thus, the 7P’s Marketing helps in run-down of the environmental aspects and designing and
convenience of the quality, packaging and peer to peer ratio of the strategies that are offered
to promote their products and services (ENTREPRENEUR INSIGHTS, 2014). This can help in
gaining the competitive advantage and adds on business measures of the marketing.
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LO3
P4: MARKETING PLAN OF CADBURY
EXECUTIVE SUMMARY
The marketing strategies of the Cadbury provides various products through which chocolate,
desserts and crème egg products are highly popularized among the people of the UK. The
predicted market analysis can be performed with the future remark of the services which can
forego with the customer base (Drummond, et al. 2010). The strategies that are used by the
Cadbury organisation can be configured on the basis of the financial statistic for the project and
launch of the product.
COMPANY OVERVIEW
Cadbury is the British Confectionary organisation which ranks second in the list since the launch
of their products in the international market. The company was headquartered in the United
Kingdom and provide services to over 50 countries around the globe. This has generated net
revenue of more than $3.5 billion every year (Grant, 2016). The presence of the organisation in
the market is relatively high due to their products like- Easter Eggs, Trident gum, Milk Tray,
Flake, Crunchie, Fudge, Picnic, Snack, Double Decker, Starbar, Pebbles, Bubbly, Cadbury Silk
Oreo.
MISSION AND VISION
Cadbury mission statement is very simple and promising. They believe in providing quality of
the product and services with continuous improvement and commitment towards the people.
It ensures the promises that they deliver.
The Cadbury vision is to work on the principle of the social justice for all. They can equitably
provide the services on the random basis to all group people without discriminating.
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CURRENT MARKETING SITUATIONAL ANALYSIS
INTERNAL ANALYSIS
The internal analysis of the situation of the Cadbury is undertaken with the position of the
organisation in the market.
Financial Analysis
The company continuously shares the highly competitive market presence with 55% of the
market share. There strong financial balances have raised their environmental consideration to
the high ratio (Lilly, 2014). It has a strong influence on the women and children. Therefore, this
can provide the range of the services.
Value Chain Analysis
The company encompasses their distributors with the ratio of 2100 people with the product
which are directly sold to the retailers and whole sellers to carry out the feasible internal
operations of the organisation. The supplies and inbound logistics carried out with the
operations of the organisation (Srdjevic, et al. 2012). This can help in distributing the products
from one place to another through marketing and sales of the service. This indicates towards a
generation of the profit margin.
Product portfolio analysis
The analysis of the products can be defined with the help of BCG matrix as the part of the
product portfolio. There are different as the product can be attained profit margin through the
help of the investment and marketing of it. The beverages, health drinks, candy, chocolate,
biscuits and other seamless products have engrossed the profit margin to the highest level
(Kotler, 2008). The competitive advantage for the business is attaining with the help of
preparation of different and remarkable products with the changing needs of the world market.
The price of the product can approach to the range of the services like Rs. 2 to Rs.20000. The
best products are Dairy Milk, Gems, Silk, Bubbly and other blending drinks.
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EXTERNAL ANALYSIS
The external analysis of the business measure can be carried out with the help of the PESTEL
analysis.
PESTLE ANALYSIS
The role of the pestle analysis helps in gaining the macro environmental condition of launching
the product. This encounters with following aspects (Hamzah and Sutanto, 2016). They are:
 Political Factor: The UK government is affected by the impact of the Brexit. This has
confined with the political stances and has restricted to the limited number of the
employees in the working premises. The approach to the skilled labour and restricting
needs of the employees can be gained with the help of the employee legislation act that
affects the policies and regulation of the company.
 Economical Factor: The decline in the business is attained with the help of the economic
crises and listing the launch of the services through the problems that are faced by the
organisation. The recession of the employees has affected the GDP of the nation. Thus,
the company faces a problem of expanding business with an accountable ratio. This has
also boosted up the increase in the profit margin of 30%. Since the decline of the
revenues generated, a major shift to the business has been approached.
 Social Factors: Cadbury does not involve any kind of harmful substances that affect the
health of the people. Therefore, they are widely accepted and trusted product for any
occasion (Kotler and Armstrong, 2010). The business can meet major part where it is
mandatory to involve the sugary product can be resistant to the chocolate consumption.
 Technological Factor: This relates to the promotional measures of the product offered
by the organisation. Through the help of the social media or by posting the
advertisement of the products and pop-ups can help them in evaluating the business
prospects on the social media, online websites and other.
 Legal Factor: There are major issues regarding the quality through which the present
market can affect the health measures of the organisation (Paley, 2017). This can lead to
the heavy health issues such as obesity, overweight or diabetes kind of the medical
issues for which the parents can complain about the products being sugary.
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 Environmental Factor: This indulges the fossil fuel or any kind of the bacteria in the
product if mixed can harm the health of the people.
SWOT ANALYSIS
STRENGTH WEAKNESS
High established a market with a variety of
products
A well-known brand and high rating across the
world
Heavy pricing with the target market
A customer has positive perception towards
the brand (Armstrong, et al. 2015)
Strong marketing presence and self-efficient
distribution channel
Rural market is lack while penetrated
A population can suffer from different
disorders- diabetes, cholesterol.
OPPORTUNITY THREAT
Highly promoted areas are during any fest or
celebration or at any event being promotional
partners
Can increase globalization
Market coverage to 45% with providing
chocolate products
Low-calorie product with sugar-free
No brand loyalty with the chocolate market
High competition faced by Amul and Nestle
The substitutes are highly available with
respect to the products (Nickson, 2017)
The entrance of the new brand
Existing brands introducing new products
STRATEGIC ACTIONS
The pricing strategy and promotional strategy applied can help in gaining the more refined
products with more customer base profile. The social media platform presented by the
organisation can gain the advantage with an implementation of the strategies. This helps in
manipulating the mindset of the business (Rettie, et al. 2012). The company concentrates on
the factors such as locations and prices with the targeted audiences with the class of the
people.
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SEGMENTATION, TARGET AND POSITIONING (STP)
Segmentation
The Cadbury has segmented the target audiences on the basis of the demographic factors this
represent the geographic, psychographic and behavioural services. The range of the product
and services that are offered can be segmented as from the age group 12-15 years children and
Women in the UK.
Target Audience
The target audience can gain the importance of the business as they are longing reasons for
generation of profit (Srdjevic, et al. 2012). A large group of the people belonging to age group
15-20 years can be claimed from the topmost country named the UK to be targeted for selling
their new product
Positioning
The Cadbury ranks on the second position in the confectionary industry. This is due to their
market presence and brand awareness towards the product and services. The quality of the
product can be recorded with the differentiated needs of the self-competition and innovation
of the services and quality of products.
TACTICS AND ACTION
There is strongly believed in the working premises that the better quality and easiness to access
the services can be attained with the confectionery brands. The role of the financial investment
measures and flexible working strategies has emphasized on the business prospect of the
Cadbury (Kotler and Armstrong, 2010). The Actions that are recorded are however reliable in
favour of Cadbury with high rated quality.
BUDGET
The budget of the project of Cadbury is taken to around $3 million for the UK and nearby
locations. This includes the promotion, product quality maintenance and supply chain of the
business.
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CONTROL
The control on the effective maintenance and management is wisely incorporated in the study.
The total expenses are controlled at each stage of planning the services to control the good
prospective features for the business (Armstrong, et al. 2015). The role of the internal and
external control can be attained the market share.
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CONCLUSION
The marketing environment of the Cadbury has been deeply discussed in the study. This can
include the services with the triggered quality products which are highly rated with the
products that are offered by them. The market competitors of the business are Nestle. They,
however, tried to affect the sale of the business but due to vivid quality products and services
as they remain in the second position in the market. Therefore, to improve the business
ventures for the organisation a plan has been incorporated to increase the sales of the products
and generate profit out of it abundant ratio has been deeply discussed in the study.
25

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