Marketing Report: Cadbury's Marketing Strategies and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing fundamentals, emphasizing its role in anticipating and satisfying customer needs. The report then delves into the specific functions of marketing within Cadbury, including market research, planning, product development, customer service, pricing, promotion, and warehousing. It explores the duties of marketing in relation to the marketing environment, such as marketing research, strategy development, and information systems. Furthermore, the report examines the roles and responsibilities of marketing within the Cadbury organization, highlighting the interrelation between the marketing department and other key departments like finance, human resources, operations, and research and development. The report also discusses the interplay and coordination between these departments, emphasizing their collective efforts towards achieving the company's long-term objectives. Overall, the report provides a detailed overview of Cadbury's marketing approach and its impact on the company's success.

Marketing Essential

INTRODUCTION
Marketing is the management process which is responsible for anticipating, satisfying
and identifying basic needs and demands of the customers. It is the set of institution, processes
for developing, exchanging, communicating and delivering value for clients. In addition, it is an
essential process by which business entity develop buyers awareness and interest in services or
products. Marketing includes different elements such as research, direct mail, advertising,
targeting and public relation. All these are highly beneficial for the business entity in order to
introduced their products and services in market (Al-Ekam and et. al., 2012). Further it also
support them to maximise their sales and revenues by providing better quality of commodity. It
is useful and valuable concept which is used by the all organisation with motive to achieve
competitive advantages in given time duration. This report is based on Cadbury which is given in
this assignment. It is a British confectionery business located in Uxbridge, London, United
Kingdom in 1824. This study is divided into various tasks which include functions of marketing,
interrelation between marketing and organisational department. Beside this marketing mix of two
organisation and marketing plan of Cadbury also analysed in this project.
TASK 1
P1. Roles and duties of marketing function
Marketing is one of the best and essential aspect which is apply by each and every
enterprise with motive to maximise their sales figure. It is also essential for the business to attract
large number of customers by using different kind of marketing tool such as promotional mix. It
is a best techniques for attracting maximum number of clients and increasing turnover by
rendering quality products and services. Cadbury is a British confectionery business which deals
in different variety of chocolates and many other goods (Askeland and Wright, 2013). There are
different functions of marketing which is follow by the Cadbury are shown as below:
Gathering and Analysing Market Information: It is identified as one of the important
and necessary functions which is follow by the Cadbury manager (Functions of marketing,
2018). In this role of this functions to to analysis market information regarding customers taste,
market demands and many other aspects. It is also beneficial for them to gather necessary
information in a limited time period.
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Marketing Planning: It is another valuable and useful functions for the Cadbury. In this
business entity plan an effective strategy and policy with motive to accomplish long term goals
and objectives of company in given time period. This plan is based on innovation, modernization
and many other equipments which help to maximise their reputation in marketplace. This
function play important role in introducing new products and services of company in
marketplace by using promotional mix.
Product Designing and Development: This function also play vital role in selling
products and services in market in a systematic manner. Effective design of the products support
the organisation to maximise customer base in the enterprise (Baker and et. al., 2016). In this
company tries to apply product development process which highly help to innovate their
products and services to the customers and in the marketplace.
Customer Support Service: It is another vital and significant function of the marketing
which support the Cadbury in order to achieve long term targets and goals in limited time period.
In this role of business manager is to provide after sales service, credit, exchanges services to the
customers which turn for the achievement and growth of company in marketplace.
Pricing of Products: It is another essential function of marketing which play effective
and beneficial role in deciding product price as per the needs and wants of the customers. It will
support the company to attract large number of customers towards business services and quality
products at reasonable price (Brooks and Simkin, 2012). Main role of such function to fix
accurate price of the product according to customers needs and market demand. In cause of
Cadbury, price of the products are different as per the quality and quantity of chocolates and
many other goods.
Promotion: Promotion is significant and essential function which help the business to
introduce their services and products in marketplace. In this role on marketing manager is to
apply different promotional mix such as advertisement, publicity, sales promotion, publicity and
many other useful tools. All these are highly support Cadbury to introduced their chocolates and
many other goods prices via television, newspapers and many other ads.
Storage or Warehousing: Another beneficial and useful function of marketing is storage
and warehousing which play vital role in storing goods at long duration. This function apply by
the Cadbury with aim to provide products as per the market demand and customers needs in an
effective and efficient manner.
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M1. Duties of marketing with respect to marketing environment
Marketing environment is identify the combination of internal and external factor which
support the business entity to maximise turnover and sales in given time duration. There are
different duties of marketing in relation with marketing environment which are determined as
below:
Marketing research: It is one of the main and foremost functions which help business
manager in order to conduct market research. Under this, they analysis clients demands and
needs about Cadbury products (Burke and Friedman, 2011). Further, it will support to maximise
revenue and sales in an effective manner.
Market strategies: It is also essential and foremost element which support the business
enterprise in order to plan an effective strategy such as promotional mix, this strategy includes
advertisement, publicity, sales promotion, public relation and many other (Berkowitz, 2016).
Marketing information system:It is a best function of marketing which is essential and
valuable for the Cadbury to accomplish their predetermined objectives and targets in an essential
and effective way. This techniques render all information about product development, planning
and controlling.
Monitoring and controlling of marketing environment: It is another function of the
marketing which is helpful and valuable for the Cadbury to control all activities and functions
which are effects on the company (Campbell and Martin, 2015). It is the role of manager is to
satisfy basic wants and needs of customers.
P2. Marketing roles and responsibilities in context with organisation
Marketing play different roles and responsibility in the achievement of long term growth
and success of company. With the help of this, Cadbury easily increase their sales and revenues
in limited time duration. Marketing includes different tools such as promotion mix,
advertisement, publicity, public relation and many other that attract large number of customers.
In the organisation, there are different number of departments are work with together with the
motive of accomplishing long term objectives and goals in given time period (Cavusgil and et.
al., 2014). There are different departments whose are work with each other and aim to attain
maximum amount of capital. Marketing and organisation department are interrelated with each
other which are determined as below:
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Finance department: It is main department of the Cadbury which play vital role in
arranging accurate and sufficient amount of the money. Without this factor Cadbury can not do
their all functions and activities in proper manner. These are achievable with the help of
Marketing because in this it play critical role in identifying proper resources of funding. Thus,
marketing and departments of the organisation are interrelated with each others.
Marketing department: It is another main and important department in this organisation
which play critical role in success and growth of the organisation. Role of this division is to
apply different tools and techniques in order to promote and advertise business products and
services in marketplace (Chamorro-Mera, Miranda and Rubio, 2014). In this role of manager is
to conduct research program which help to to analysis basic needs and wants of customers
regarding Cadbury products and business service. Therefore, marketing department of the
organisation and marketing both are interrelated with each other with motive to accomplish long
term goals and objectives of marketing in limited time period.
Human resource department: HR department also play vital and effective role in hiring
knowledgeable and best candidates who are attain long term objectives of Cadbury. This
department also play essential role in providing information related to job vacancy. In this
business organisation use internal and external approach of recruitment, it is the role of
marketing manager is to follow this and recruit talented employees. Thus, market and human
resource department of the organisation are interrelated with each other.
Operational department: Main role of this department is to observe production of
products and services which h help to increase sales and turnover of the company. In this
business apply supply chain management process which support to maximise their sales and
revenues in limited time duration (Cooper, 2013). It is possible with the help of marketing which
support to attract large number of customers and gain competitive advantages in given time
period. Thus, operational department can not work with the help of marketing tool. So both are
inter connected with each other and have motive to accomplish long term objectives and goals.
Research and development department: It is another important department which play
vital and essential role in analysing needs and wants of the customers, in this role of manager is
to conduct research program which help to recognise wants and requirements of the clients and
market trends in an effective and efficient manner (Blythe, 2012). These are main department of
the Cadbury which play vital role in analysing requirements of clients. It is possible with the help
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of marketing because without this they cannot accomplish long term goals and targets. In this
marketing manager apply qualitative and quantitative research program which support to
increase sales and revenue of the organisation. Thus both departments are interrelated with each
other and have same motive to accomplish business targets.
All these departments are interrelated with each other and have common purpose to attain long
term goals and objectives within predetermined period of time. These are determined as below:
Marketing Vs Finance: In order to run daily basis operations of company successfully,
finance is highly needed. Without sufficient finance, no activities or functions can run in proper
way. It is the main department which assign budget and allotted funds to different departments.
Activities of marketing needs maximum amount of capital so, it is essential that organisation
should have sufficient fund. In Cadbury, coordination or timing between finance and marketing
department assistance in analysing entire promotional activities in accurate and proper way.
Marketing and finance department are connected with each other as activities or functions of one
department can not be evaluated without other.
Marketing Vs HR: Human resource management department is obsessed with hiring and
recruiting of individuals who are able to accomplish goals and objectives of company. For this,
they necessarily to create accurate advertisement of empty job position of organization. In this,
department of marketing plays vital role. They create impressive advertisement in respect of
empty job position of enterprise so that group who desire job can be alert regarding it. With the
assist of marketing department, HR department pass on to perspective nominee regarding job
position so that they alter of fill up request form in order to acquire that job.
Marketing Vs Operations: Operations department is taken up with procedure of
manufacturing of good and services. High quality products are supplied by developing good
usage of resources in cost effective way. Operations department activities are extremely
interconnected with marketing function. Marketing administrator study market trends as well as
collect information about preferences and requirement of clients. This gathered data is rendered
to operations department by marketing administrator so that products can be formed according to
that and necessarily of clients can be contented in effective manner. All this information assist
operations manager of Cadbury in devising impressive decisions in respect of production
process.
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Marketing Vs Administration: Administration department is main part to manage all
activities and functions of company in an effective and efficient manner. Marketing is a large
concept, which estate different activities. The procedure starts with recognising customer
necessarily for a special service or merchandise, then continues by serving the goods with the
suitably defined qualities, deciding the pricing supported on market mechanics, advertising the
goods and eventually supplying the good for sale. Another is marketing it is a processes that
cannot be attained without making sure that the particular activities concerned are expeditiously
accomplished, which concern the thought of management. Administration deals with the
different functions of organizing, planning, directing, staffing, coordinating, budgeting and
reporting. Management is rather wide, and some feature of it will be engaged within each and
every marketing activity.
M2 Significance of inter-relationship between marketing and other functional unit
Marketing and different department of the organisation play vital and significant role in
achievement of long term goals and objectives in limited time duration. It will also support to
maximise sales and turnover in limited time duration. Relationship between marketing and
different department of the enterprise are support the Cadbury to improve their effectiveness and
profitability in an effective and efficient manner (Cua, Reames and Chai, 2013). It is also
beneficial for the organisation and its managers to deal difficult situation in easy manner.
D1 Critically evaluate the key element of marketing function
Marketing functions are important and essential for the Cadbury to maximise sales and
revenues of an enterprise in limited time period. There are different key component of marketing
functions which are shown as below:
Planing: It is identified one of the main element which is support the business to plan an
effective strategy and policy which help to maximise sales and revenue of the Cadbury in limited
time duration.
Research or investigation: It is also important part which assist business organisation to
conduct a research program with aim to identifying basic wants and requirements of customers
regarding Cadbury products and services (Desai, 2013).
Strategy or scheme: It is another important and essential element which support the
enterprise to establish best scheme and strategy. It is also assist to maximise sales and revenues
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of the company. Cadbury use different strategy to attract large number of the customers
effectively and efficiently.
Tactics: It is important key component of function which is beneficial for organisation to
increase customer base in limited time duration. With the help of this they can easily accomplish
long term objectives and goals in given time period.
TASK 2
P3. Marketing mix between Cadbury and Nestle
(Source: Marketing-mix, 2018)
Marketing Mix CADBURY NESTLE
Product It is identify as one of the best
and essential aspects of the
NESTLE is a famous and
popular organisation with its
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Illustration 1: Marketing Mix

marketing mix which assist to
improve their performance and
goodwill in marketplace. Cad-
bury daily milk made up of
real chocolates and include
cocoa butter and includes bars,
cakes, biscuit, drinks and ice
cream (Dibb and Simkin,
2013).
quality products and creative
services (Marketing Mix,
2018). Milk products,
beverages and chocolates
confectionery after that milk
product I.e. nestle everyday
dairy winter, ghee and fresh
natural dahi.
Price Price is play vital and essential
role in fixing appropriate price
of the products as per the
needs and wants of customers.
Adopted competitive pricing
strategy and charge premium
prices on other variants,
although company cut down
weight but not increase cost.
Price of the Nestle products are
different as per the quality and
quantity of products. So it is
one of the best and foremost
aspect which support business
entity to accomplish their
predetermined goals and
objectives. Company using
stable price policy in which
they charge high prices on
those product which are very
famous among people (Dibb
and Simkin, 2013).
Promotion It is identify as one of the best
and essential element of
marketing mix which play
vital role in the success and
development of company. In
this business entity apply
different channels such as
publicity, advertisement,
It is generally done in order to
communicate with target
audiences and uses slogan like
using same symbol, think
globally and act globally.
Further they reduce price and
develop smaller packages for
good to make it more
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public relation and so on.
Company uses promotional
techniques by giving
advertisement in form of
celebration and dairy milk
Subh Arambh and the big
factor in their promotion has
pushed CDM sales through
campaign.
affordable (Forshier, 2012).
They also apply various kind
of promotion mix which help
to introduce their all products
and services in marketplace.
Further, it is most essential and
beneficial for achieving long
term goals and targets in
limited time duration.
Place Basically it produced mainly at
their chocolate factory in
Bonneville in Birmingham and
then transported to their
stockrooms and they sell their
chocolates in shops, stores
(Hughes, 2011). It is also
attractive part of influencing
customers towards business
services and products. Thus, it
support to improve their
reputation and goodwill in
marketplace.
Nestle company diversified
their business at different place
by dividing it into sales,
marketing who sale it to
wholesaler then retailer after
that customers. They have
different place for delivering
their quality products and
services to the customers at
reasonable price.
People The main target of company is
youth which act basic target
audience of company which
help in maximise sales of
company (Hauer, 2011). In the
organisation, different number
of the workers are employs, all
these are have better
Their target customers are
include child, youngsters and
old generation in order to
increase profits. In the
business, there are also various
number of the employees are
work with motive to achieve
maximum number of the profit
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knowledge and skill to deal
with difficult situation in easy
manner.
and gain competitive edge.
Process CADBURY maintain high
quality in their product line
and use affordable price
structure in order to increase
the sale and profitability of
business. In other word
business need to adopt such
usual procedures which reduce
cost and increase productivity.
Nestle company use different
types of strategy in order to
carry the whole procedure of
company in order maximise
sales and efficiency and this
leads to minimum wastage,
loss in business operations
(Hughes, 2011).
Physical evidence It is consider as an effective
activity which is important for
company to maintain quality
of goods which are sell
globally.
It is generally based on the
concept good health good life
and develop such products
which are healthier,
ecofriendly and taster.
M3 Evaluate different tactics chosen by Cadbury to achieve business objective
7P's of the marketing is identify as one of the best and beneficial tactics to the all
organisation. It is also used by the Cadbury with motive of introduced their new services and
products in market. So it help to maintain their position and image as well as gain competitive
edge in limited time period (Hugos, 20112). Further it is a part of achievement and development
to increase their sales amount. With the help of this tactics they easily attract large number of
customers towards Cadbury products and effective services.
TASK 3
P4. Marketing plan of Cadbury
Marketing plan: In this all activities and tasks are to be created. So hence efforts are out
by Cadbury so that it can leads to growth and success of the company. The elements included in
marketing mix are
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Background of Cadbury: It is a firm which helps in selling products to various customers
at reasonable rate. It was established in 1824 by John Cadbury at U.K. In company Around
71675 staff members are working to achieve the goals in firm.
Vision: Main vision statement of this company is to provide equality, peaceful environment and
no favouritism.
Mission: Its main mission is to create good quality of products. Thus it leads to increasing of
reputation in the market.
Objectives: Main goals is to gain attention of many buyers through creation of many chocolates.
Other goals are
 Increasing of sales and revenues
 Capturing of many customers by providing good quality of products
 Increasing of loyalty and maintaining strong relationship with customers
 To maintain long-lasting and strong relationship with customers and employees.
SWOT analysis: It is a tool which helps in determining different opportunities and threats in
market (Jain, Ahuja and Medury,2013). Through this it can identify the strengths and weakness
which is crucial for all users. Five elements are described below:
Strength Weakness
 It is a popular brand
 Maximum market share
 Strong innovation in Cadbury
chocolates.
 Business has very successful
advertising and marketing campaigns.
 Weakness is problems related with
dental with use of chocolates.
 Good experience in international.
 A few disputation about worms,
advertising and son on made
international news.
Threats Opportunities
 Entry of country brands
 Budget is limited
 Negative promotion
 Maximise in raw material cost.
 Inflation can reason reduction in sales.
 Increases market share through creating
policies to target audience.
 Customers can be engaged
 Variegation of product range into
concentrated food segments.
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Marketing objective: Main aim is to perform research and investigation. Hence they
identify needs in market and provide good quality of products. Main objectives and goals of the
marketing manager is to conduct research and identify basic needs and wants of customers about
chocolates and many other goods (Lane, 2014). There are some another objectives of marketing
which are determine as below:
 To accomplish long term goals and objectives. To attract large number of customers towards business services and products which help
to attain long term marketing objectives.
Competitive analysis: It is main part of the marketing plan which is prepare by the all
organisation in order to maintain business performance and productivity in competitive
marketplace. It will also support to identify competitors pricing strategy and products (Hugos,
2011). There re different challengers are present in marketplace whose provide same kind of
services and products are known as challengers. Cadbury is very famous brand. It competitors
are Nestle,Hershey's Mars etc.
Segmentation,Targeting and positioning
Segment It segments population and people who can
purchase many chocolates either for
consumption or for gift.
Target group Target group are children,middle lower and
upper class families
Positioning It position is very good and it uses different
promotional strategies.
Main strategies:
Cadbury use Ansoff matrix which is important to accomplish the targets. This strategy is
one of the best and beneficial part which is used by the Cadbury to expand their business
operations and activities at international and national level (Lipsman and et. al., 2011). With the
help of this strategy they easily accomplish their predetermined objectives and targets in an
effective and efficient way. It can cover four goals that are:
Ansoff matrix Cadbury
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Market penetration Examples are fruit and nut ,bubbly and perk
Product development It is important for firm to create effective
goods in market. Product is Marvelous
creation.
Market development Through firm can increase their operations and
can diversify the items. Hence they can
increase the profits.
Diversification They had launched gums in case of
diversification. Cadbury is classified as
quantity,quality and flavour.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 9000 10000 15000 7000 9000
Investment of
finance 8000 9000 10000 12000
Net Total 9000 18000 24000 17000 21000
Types of marketing
Promotion 5000 5000 5000 5000 5000
Advertisement or 3000 3000 3000 3000 3000
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publicity
Direct selling 1000 1000 1000 1000 1000
Grand Total 18000 27000 33000 26000 30000
Controlling and monitoring: It is last step of plan of marketing. Manager handle all operations
effectively and smoothly. Administrator use innovative technology so that they can maintain
daily expenses. In this entire activities and functions of the Cadbury is mange by the business
manager with aim to maintain long-lasting connection with customers and employees in the
organisation.
M4 Produce detailed marketing plan for Cadbury
Marketing plan is necessary and essential part of the all organisation,. It is prepare by
each and every enterprise with motive to providing entire information and data to the customers
and in the marketplace. It will assist to retain strong relationship with clients as well as help to
achieve maximum amount of money. This plan includes entire details about business
performance and its image in market.
D2 Design marketing plan with the use of 7Ps
7P' is also an important part of the marketing plan which is apply by all organisation. In
cause of Cadbury, they use marketing mix which help them to innovate their new flavour in
chocolates and creative services in market and to the customers. 7P's of the Cadbury are
described as below:
7p's of Marketing Mix Cadbury
Product Cadbury produce various products such as
Bournville, Brunch Hazelnut, Perk, Five star,
Dairy milk fruit & milk Blackcurrant mini
rolls, Oreo and many other.
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Price Cadbury products price is different according
its quality as well as quality. It is important for
Cadbury to maximise customers base in the
organisation.
Place Cadbury products is available worldwide. So
It is shown as better position of company in
marketplace and worldwide.
Promotion It is most important part of the marketing mix
which is used by the all business in order to
advertise their chocolates products in
marketplace. In order to promote their products
they use Tagline, publicity, poster and so on.
People In the organisation, different number of
employees are work with each other and have
motive to accomplish long term objectives and
goals in an effective and efficient manner.
Process It is best component of marketing mix which is
used by all organisation in order to produce
their products to the customers systematically.
Physical Evidence It is significant and important part of the
organization, it is render healthy as well as
friendly work atmospheres to the worker.
CONCLUSION
From the above mentioned report, it can be concluded marketing play vital and essential
role in achieving long term goals and targets in limited time period. Further, it is important to
accomplish predetermined objectives and targets in systematic manner. Marketing functions has
different roles and duties with motive to recognise customers needs and wants about chocolates.
In this department of organisation is also play vital role in achievement of long term growth and
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success but it is possible with the help of marketing. Business use different tools and tactic to
identify market demands and customer needs by conducting research program. 7P's of marketing
mix is also important for the organisation to introduced their new flavour in chocolates and many
other confectioneries goods. Role and responsibility of manager is to prepare a marketing plan
which help to recognise customers wants and requirement about business services and products
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