Marketing Report: Cadbury's Strategies, Mix, and Competitive Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and its importance, followed by an overview of Cadbury's business operations. The report then delves into a comparison of Cadbury's marketing mix with that of its competitor, Nestle, highlighting the key differences in their product offerings, pricing strategies, distribution channels, and promotional activities. A significant portion of the report is dedicated to the formulation and evaluation of a basic marketing plan for Cadbury, focusing on the launch of a new wheat-based noodle product. This includes an executive summary, SWOT analysis, business objectives, and the application of the STP (Segmentation, Targeting, Positioning) strategy. The report also outlines the marketing mix elements (product, price, place, promotion, process) for the new product. The report concludes by emphasizing the importance of marketing in achieving organizational goals and objectives. The report uses Cadbury as a case study to demonstrate the application of marketing principles.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................4
Activity 1.........................................................................................................................................4
Covered in PPT.......................................................................................................................4
Activity 2.........................................................................................................................................4
Different ways and its comparison to implement marketing mix..........................................4
Formulation and evaluation of a basic marketing plan from perspective of respective
organisation............................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential aspect that must be considered by every organisation irrespective of
their size whether operated at regional, local or national level. It requires investment by an
organisation but return maximum in terms of customer base and profitability (Clow and James,
2013). Customers can easily attracts towards the products and services who attains good quality
and distinct features thus to communicate them about the information of products and services,
the organisations adopts various marketing channels including social media, print media etc. The
present assignment report is based on Cadbury which is engaged in providing confectionary
items establishes in the year 1824. It is having headquartered in London, England. The report
discusses the marketing roles in the context of Cadbury and interrelationship between different
departments for the contribution towards organisational goals and objectives. The report also
includes the comparison between marketing mix of two rivals in order to evaluate their current
offerings. Addition to this, marketing plan is also produced under the report to promote new
products launched by Cadbury.
Activity 1
Covered in PPT
Activity 2
Different ways and its comparison to implement marketing mix
The term marketing mix defined various business tools that includes set of tactics, action
and way which is used by organisation to sold their products and services at a large place and
within large quantity (Muralidharan and Raval, 2017). The different elements of marketing mix
allow Cadbury for evaluating their current performance in market as comparing them with other
competitive organisation. The below aspects represent comparison between Nestle and Cadbury
as they both operate business in similar industry. Methods used by both organisations for
implement of marketing mix are mention as follow:
Basis Cadbury Nestle
Product The products line of Cadbury
undertakes large variety of
Nestle is Swiss based origin
organisation that operates its

products such as chocolates, perk,
dairy milk, silk and many more
which are offered for covering
large market base. It results
products aspect helps management
to satisfy needs of large
customers.
business successfully among global
market. Milk products and prepared
dishes are major sold products for
organisation. Moreover, chocolates,
prepared food and coffee etc. are also
offered by organisation in all market.
Price All products of Cadbury are high
in price and at time of launching
new product price skimming
strategy is implemented by
management to enter in market
and after that management utilise
its brand value for undertaking
high prices from customers for its
products.
Price of all Nestle products is based
on individual basis which also
depend on rate of products. In simple
all those products that match with
high rates will come under category
of premium pricing strategy.
Moreover, some average price such
as munch and Maggie are also
offered to approach all customer
segment.
Place As per present scenario,
organisation is operating its
business in more than 200
different nations through
managing its distribution network
in effective manner. This results
Cadbury products are also
available in rural market that
increase sales of products.
Nestle cover the market area and
customer as per international level
due to which its products are easily
approach by customers. This refers
Nestle provide or deliver its products
from retail stores, super market and
shops. So with retailer engagement,
management of Nestle approach
large number of customers
(Ogunmokunand Hsin Tang, 2012).
Promotion Cadbury utilise social and digital
media strategy for increasing
promotion of all its products.
Along with this another method
There are various promotion channel
are used by Nestle to promote its
products and approach large number
of customers. Mouth of publicity is

for promotion of products is to
utilised celebrity endorsement for
attracting large number of
customers.
most effective tool for promoting
products in international market. It
results organisation is increasing its
customer base through this
promotional technique.
Process Process which is utilised by
organisation are designed in a way
that satisfies needs of all
customers for storing items as per
geographical basis. It refers
Cadbury management is more
focused towards use of process
through designing them as per
customers geographical
requirements.
There are various different process
utilised by Nestle due to which it is
easy for organisation to promote all
of its products with in organised
manner. From point view of
operational efficiency Nestle store its
products in different warehouse and
process them as per customer needs
due to which it is easy to interact
with customers.
People Cadbury is also focused for
designing and implementing those
strategy which motivate
employees for utilise of all skills
to perform their task in an
organised manner (Pappas, 2017).
Nestle develop positive relations
with all of its stakeholders but
specifically employees needs are on
priority to fulfil because they work
as an important asset for
organisation.
Physical
evidence
The main physical evidence for
UK relates with their head office
from where organisation follow all
of its operations and functions as
well as manage its employees to
perform all work effectively
There are numerous physical
evidence are exists but the specific
tool to demonstrate its requirements
is social website which is officially
controlled by organisation.
With the above mention aspects of marketing mix it is analysed that Cadbury understand
all of its positions and perform all of its work in effective manner. Along with this all areas under
which organisation is required to enhance work possibilities relates from perspective of prices. It

refers with right and accurate price it is easy for Cadbury to segment its products at different
places. Moreover, from perspective of places management develop methods through which
particular section demonstrate specific products of Cadbury only. Moreover, organisation also
develop an effective marketing network through which it is easy to access all products by
customers from different locations.
Formulation and evaluation of a basic marketing plan from perspective of respective organisation
The term marketing plan refers to an operational document that undertakes all essential
formalities which are required for completing a project (Rossi Allenby and McCulloch, 2012).
Along with this marketing plan is most useful for introducing a new product within an accurate
manner. The main motive for implement right marketing plan is to understand promotional and
advertising strategy for organisation which provides various benefits for company such as to
target desired outcomes from with help of new plan. Cadbury is also formulating a new
marketing plan that helps to make required action and activities through taking effective
decisions for entering into new market. This also helps organisation for implement required
models such as STP, marketing mix and many more to make launch of new product more
successful.
EXECUTIVE SUMMARY
Cadbury is a British based international organisation that is operating its business in food
and beverage industry through delivery good quality of confectionery items. The top authorities
of Cadbury monitor and manage all operations from UK through monitoring all essential
changes that generates in an international market. Cadbury is well-known for its brands which
are Dairy-milk chocolate, silk and Bournville etc. But due to intense competition in industry
management decided to increase its market share through introducing fast made healthy noodles
made of wheat. Therefore, to launch them organisation required an marketing plan in order to put
right marketing efforts that also help to enhance revenue for organisation.
SWOT analysis
SWOT is an abbreviation that stands for strength, weakness, opportunities and threats
which is utilised by organisation as a strategic business tool for management to implement
effective strategy that offers tough competition for rival organisation.
Strength
 Organisation is a well-known for
Weakness
 Organisation does not put more

quality and taste of their food products.
It works as positive point and strength
for launch of new product.
 From large market area organisation
develop a strong customer base which
work as an effective strength for
organisation.
emphasis on sale of other products
rather than chocolates due to which
more market share is not useful for new
products.
 Conflicts which are raised due to
inappropriate behaviour of employees
is major weak point for organisation.
Opportunities
 Company makes presence of its
products in rural areas also through
offering low prices products. It
increase more market area for
organisation.
 On other side, through focusing on
overall products organisation is able to
increase their revenues effectively.
Threats
 There is heavy cost faced by
organisation at time of implementing
new products which increase uncertain
expenses for organisation.
 There is intense completion faced by
Cadbury in noodle products due to
which it is complex to decrease their
market share.
Objective
Business objectives leads an organisation for deciding those aspects which are accomplish by
them in upcoming years. Some objectives from perspective of new wheat noodle product for
organisation are mention as follow:
 Cadbury is focused to enhance sale of its product with 40% within local market through
utilising its brand value and goodwill.
 TQM method is implemented for monitoring good quality of wheat noodles which is
increasing its sales revenue by satisfying needs of customers in an accurate manner.
 To select those methods and strategy which is used by management of Cadbury for
implementing realistic objective such as to decide 40% market share in small and local
market to achieve organisational goals in proper manner.
STP strategy
Segmentation, positioning and targeting is defined as an effective strategy that is used for
delivering relevant message that commercially attracts different segments of individuals in

proper manner (Silberschatz, Galvin and Gagne, 2014). Moreover, STP focuses for identifying
essential elements in order to create right marketing mix strategy related with new product.
 SEGMENTATION- There are various ways exists in organisation which leads
management to segment its market share for accomplish desired sales. But for wheat
noodle management of Cadbury decided to segment market on geographic and
demographic basis which leads to develop and understand of various individuals in an
appropriate manner.
 Targeting- The term target customers refers to satisfy needs and wants of a particular
group of individual. For wheat noodle management of Cadbury focuses to target children
and youth as they are more crazy for fast items and with use of wheat it also refer to
healthy products for satisfying needs of customers properly. Sometimes it also leads
organisation to satisfy needs for a niche market. This result employees are able to target
all persons or individuals as per its needs.
 Positioning- It is last stage of STP that is leading management of Cadbury to develop
positive perception about their new noodles. This results sales of organisational products
is directly increased if management is able to position all products in an organised
manner through relating them with brand value of Cadbury.
MARKETING MIX
In order to gain desired position in a competitive market for a new product marketing mix
is an effective strategy that leads business houses to perform all work in an effective manner.
 Product- Cadbury is introducing new wheat made healthy noodles that is used for
satisfying needs and wants of all customers. Moreover, with such new healthy products
organisation is able to satisfy needs and wants of all customers in an effective manner
which increases market share and profits for business.
 Price- Price penetration strategy is utilised by management for introducing new product
in market. With this strategy Cadbury launch and sale its new products with low price
and slowly it increases prices through using effective technique of price aspect.
 Place- In order to target more number of customers Cadbury use to provide their products
in all retail outlets for offering Wheat noodles to a large customer base.

 Promotion- Social and digital media marketing strategy is implemented by management
for promoting all products as it helps to promote products at large level. Therefore, for
wheat noodles similar promotional strategy is implemented by management.
 Process- Lean methodology and six sigma system is introduced by organisation for
developing an effective process that helps to increase market share of noodles in
minimum time period.
 People- Employees, customer, supplier and other essential individuals all perform an
essential role for make successful launch of new product. But with satisfy of employees
needs properly longer term results gained by management.
 Physical evidence- From all tangible aspects for business it is identified that
management is increasing its market share through developing product design unique and
creative which show motive of healthy food on wheat noodle packing.
COST
Total cost for the production for manufacture and launch of new products is as follow:
Particulars Amount (€)
Marketing 12000
Workforce 10000
Transportation services 2000
Equipment 8000
Raw materials 15000
TOTAL € 47,000
Monitoring and Controlling
These are the last step which is utilised by organisation for completing its work and
operations in an effective manner. With the analysis of monitoring management understand those
barriers which generate challenges to achieve desired outcomes. Along with this KPI and
benchmarking are another effective technique which helps management to control its operations
as per motive of gaining specific results. Quality control chart also work as an effective tool and
it is provided by top authorities to all department of Cadbury which are engage in production of

Wheat noodles. This results work operations and functions leads management to attain longer
position in market by increasing profit margins for organisation.
CONCLUSION
It can be concluded from the above report that marketing supports in survival of an
organisation in competitive market by updating them about current market trends and
requirements. For this, marketing manager is responsible to conduct market research and
accordingly frame suitable marketing strategies and plans so as to capture huge market share.
This will maximises the possibilities of organisations to sustain among their rivals in market for
longer period of time. Apart from this, it is important for marketing manager to update their
existing offerings by making comparison their marketing mix with their rivals.

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