Cadbury Marketing: Roles, 7Ps, Interrelationships and Plans

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and its importance, followed by an examination of Cadbury's marketing function, including roles and responsibilities such as building customer relationships, generating income, involving customers, acting as a source of new ideas, increasing productivity, increasing market share, and reducing costs. The report then explores the interrelationship between marketing and other functional units within Cadbury, such as production, finance, research and development, logistics, and human resources. A key section of the report focuses on Cadbury's marketing mix (7Ps), detailing how the company applies strategies related to product, price, place, promotion, people, process, and physical evidence. A comparison of Cadbury's marketing mix with McDonald's is also provided. The report concludes with a summary of Cadbury's marketing plan, emphasizing its strategic approach to achieving business objectives.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Cadbury's marketing function roles and responsibilities.................................................1
P2. Interrelationship between marketing and other functional units......................................3
TASK 2............................................................................................................................................5
P3. Marketing mix (7Ps) strategy by Cadbury.......................................................................5
TASK 3............................................................................................................................................7
P4. Cadbury's Marketing plan................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is considered as a combination of different activities such as manufacturing,
sales and promotion of product in an efficient way, so that firm can be able to satisfy customers.
It is considered as a very essential aspect because this, however, helps in increasing productivity
of the firm. The report involves responsibilities of various functions of marketing. Also, it helps
in explaining the relationship between these functions. Different aspects of marketing mix and its
application in Cadbury have been discussed in the report.
TASK 1
P1. Roles and responsibilities of Cadbury's marketing function
Marketing refers to company's activities that are related with the buying and selling of a
product or service including advertising, delivering products, etc. and to know the customers'
needs and wants as well as satisfying through fulfilling them (Dibb and Simkin, 2013).
Marketing plays an important function in promoting products or services and business of
Cadbury. It is the job of marketing to reach at their targeted customers, prospects, community
and investors. There is some importance of marketing functions which is explained as below: Build relationship with the customers: Through marketing, company builds a strong
relationship with their customers which helps to generate awareness of the business and
its products and services with taking feedbacks and suggestions from them. Generate income: With marketing, company creates an awareness for the business and
its products through various promotional activities for attracting more customers and
business opportunities for higher profit earning. Involve customers: Marketing function involves and engages the customers in decision
making regarding products or services by taking their reviews through feedbacks and
suggestions and collecting those for developing innovative products for customer
satisfaction. Act as a source of new ideas: Marketing helps in developing new ideas and products as
preferences and tastes of consumer changes. With customer research and survey, new
products are developed to satisfy customer's needs and wants (Babin and Zikmund,
2015).
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 Increases Productivity: Marketing function helps company to increase their production
as through promotion, more customers are attracted towards company and products
which increase sales and simultaneously their productivity also increases. Increase market share of company: Marketing function in a company is important for
improving its shares in the market. Through marketing, more products are sold by
attracting customers.
 Reduces cost of sales and distribution: Marketing helps in reducing cost incurred in
sales and distribution process. As more customers are created through marketing, it
shares costs with extra profits earned through new consumers.
Below listed are some roles and responsibilities of marketing function in Cadbury: Analysing and listening to customer needs: Company should conduct a market survey
for gathering information and suggestions from customers about products of Cadbury. It
is conducted for understanding needs and wants of customers in order to satisfy them
(Malhotra, 2015). Track trends and monitor competitions: Company tracks their current and future trends
and monitor competition to know the current position of Cadbury . Watching the
competition helps to know new policies adopted by competitors and make their
strategies accordingly. Transmit brand value: It is the responsibility of the marketing function in an
organisation for creating and transmitting the brand value of the company. Innovate: Company through market and customer survey determines the needs and wants
of customers and with this information, try to innovate or develop new products for
satisfying customers and earning profits through skimming the cream benefit. New
innovations help to retain the customers within market and help to earn profits (Brady,
2014). Communicate with the rest of the department: Marketing function in a company
communicates essential information with other departments of the company for an
effective and efficient functioning of the organisation. Effective communication is
required in organisation for achieving mission of the company and increase profits. Define strategic marketing plans: Marketing function in a company formulates various
plans and strategies for promotion and marketing activities done for increasing
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productivity and profitability of Cadbury. Through marketing strategy formulation,
company's marketing department makes plans for long term to achieve the set goals and
objectives (Pappas, 2017). Manage marketing budgets: Marketing department also needs to make or plan for
budgets for its future activities and various decision makings. Budgeting is required to
meet the financial needs of company's marketing or promotional strategies.
 Calculate Return on Investment (ROI): Marketing department of Cadbury calculates or
formulates ROI to help in making and designing marketing strategy that gives maximum
results for the minimum amount of money spent or invested. Marketing function needs to
regularly monitor their strategies to determine whether it is yielding the desired profits or
not.
P2. Interrelationship between marketing and other functional units
Marketing function in Cadbury in terms of wider organisational context can be
understood by some main concepts which are required for successful marketing. For this,
current as well as future market trends are considered. Below listed are some of the main
concepts of marketing function: Product concept: Under this concept, Cadbury focuses on improving attention towards
the products that they are offering to customers for meeting needs and wants to satisfy
them. Company tends to provide best quality products to customers and having an
effective productivity for surviving in market and to face their competition (Hugos,
2018). Selling concept: Selling concept of an organisation focuses upon sales of products or
services for increasing profitability in market by attracting them towards products or
services through various marketing and promotional strategies. Cadbury increases the
sales by improving their products and promotional strategy. Production concept: Production concept refers to producing or manufacturing at a high
rate and then through high promotional and selling strategies to sell out produced product
in the market.
 Promotional concept: Through promotional concept, Cadbury adopts various types of
promotional strategies for attracting customers towards the company and the product and
increase the customer base for higher productivity and profitability (Wilson, 2014).
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Below listed are marketing function's interrelation with the other departments or
functional units in Cadbury: Marketing department and Production department: Marketing function of Cadbury
conducts various researches and survey regarding study of needs and wants as well as
demand and supply of the product which helps production department to know how much
they have to produce more for satisfying the customer’s desires. Marketing and Finance department: For budget allotment required for different
marketing related activities, it is necessary for marketing to communicate with finance
department for their finance related decisions. For implementing marketing or
promotional strategies, they require finance or money to make it a successful planning
(Ottman, 2017). Marketing and Research and Development department: Marketing department conducts
various researches and surveys regarding the various products of Cadbury in market and
with the information collected and results derived, R&D department develops and create
new products considering the needs and demand of customers. Marketing and logistics department: The demand and supply of products of Cadbury in
the market is considered and studied by marketing function of company as well as
provided to logistics for timely delivery of goods to customers in the market and
regularly fulfilling the needs and satisfying them.
 Marketing department and Human resource department: Marketing department
requires employees or staffs for the sale of product for which human resource department
recruits and perform selection process for appointing skilled and talented marketing
personnel’s. Planning for training programs are required for improving staffs skills and
building team efforts for better performance (Pooler, 2018).
TASK 2
P3. Marketing mix (7Ps) strategy by Cadbury
Marketing mix refers to company's set strategies or actions used for promoting the
company's brand and product in the market. There are 7Ps of marketing mix which includes
strategy or plans regarding price, place, product, promotion, people, process and physical
evidence.
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Following are the ways by which Cadbury applies their marketing mix for marketing
planning to achieve business objectives: Product: Cadbury offers various types of products i.e., chocolates bars, candies for their
customers. They have established a big market in the chocolate industry. Company
produces large variety of products at a high production rate. They conduct market
research and customer surveys for developing new variety of chocolates and for
improving any existing product (Hisrich and Ramadani, 2017). Price: The pricing strategy of Cadbury is differentiated for various products according to
its demand, innovation and newness, location of market, etc. are all considered before
pricing of a product. Most of the products are affordable to each and every segment of
customers. All of the products are priced by value added pricing strategy due to which,
they are priced differently. Place: Cadbury have an intensive distribution policy for its products and have an
efficient distribution and supply chain. Because of this, it is available all over the world
and in many countries. Promotion: Cadbury have adopted various promotional activities for creating their brand
awareness among the customers. They design their promotions and advertisements in
such way that it is catchy and attractive for customer’s eyes. Promotions are done through
various mediums including televisions, radio, newspapers, magazines, social media, etc.
for having a large base of customers. People: People for a company is referred to their employees or staffs. The employees and
the staffs of Cadbury are trained and skilled for performing various tasks in
organisation. They provide good customer services and provides the best products or
services to their customers. Process: Process of a company is referred to methods or steps or duties performed within
the organisation. Every process in Cadbury is planned, systematised and is computer
operated and controlled. Each and every process in the company is observed and
controlled through cooperation of skilled humans and advanced technology, for
minimising any kind of waste during production. Physical evidence: Physical evidence refers to the physical existence of the products in
the market for consumers to see and purchase (Kasemsap, 2018). Cadbury have a well
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existence of their products in the market. It is available from stores in malls to a small
retail store in a town. Its packaging are also very attractive for customers specially the
celebration pack which attracts toward it.
Below is a comparison of marketing mix for Cadbury and McDonald's:
Basis Cadbury McDonald's
Product
Variety of products are offered
such as chocolates, candies, etc.
Product strategy is to produce large
and then sell it.
McDonald's provide fast food
services like burgers, snacks, etc.
Their product strategy is to provide
fresh meals to their customers.
Price
Value added pricing strategy is
used for pricing differentiated
products. Most of it is affordable
by all.
Pricing strategy for various products
in McDonald's is based upon the
geographical and political
environment.
Place
Cadbury have their products
available at most of the places
from big retail store to small retail
shops.
Place decision for McDonald's is
based on the franchise offered to
different places.
Promotion
Adopts various promotional
strategies for brand awareness and
creating new customers by
advertising through TV, print
media and social media.
McDonald's also uses various
promotional strategies to advertise
through TV, social media, etc.
Process
Systematic and computer operated
or controlled process from
producing to distribution of
Cadbury product.
Each and every order is taken at
McDonald's in a proper way and then
the order is processed and after that,
it is delivered to them
People Employees are skilled according to
their specific tasks and timely
training is given to them.
Staffs at McDonald's are highly
skilled to provide services to
customers and given training to
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improve their skills.
Physical evidence
Cadbury's products are packed and
displayed in an attractive manner
for their customers to look and
purchase their product.
McDonald's franchise stores are
located at prime locations and their
products are displayed on screen for
their customers.
TASK 3
P4. Cadbury's Marketing plan
Cadbury is a leading and dominant company in confectionary industry which offers
chocolates, gums, candy, etc. which bring sweetness in the mouth of millions of people. Cadbury
is one of the biggest and most popular chocolate brands in the world with over operations in
more than 60 nations. Marketing for Cadbury is a challenging task as it has to be different and
unique from their competitors.
For a basic marketing plan for Cadbury, we should first know the vision and mission of
company along with their main objectives or goals. According to the vision, mission, and the
ultimate objectives of the company, marketing plan is formulated for achieving the goals. First
the market should be analysed to know the position of the company in market. Customers’ needs
and wants are determined by regularly conducting researches and surveys. Cadbury always focus
on their customers and market for developing new strategy and products. After analysing the
market, objectives or targets for marketing are derived and set. Targets and goals are set for
achieving a marketing plan. Plan should be clear and defined accordingly for delivering it to
project team. Set target helps to compare the actual work with the standards determined for
achieving them. For example: Cadbury sets their targets that they will achieve a sales target of
15% more than this year. These set targets helpethe employees and staffs to work hard and better
strategies are bermulated for achieving the sametarg
Marketing strategies are designed based on the market analysis and objectives set for
getting the desired outcome. Marketing strategies include the various promotional strategies like
which medium should be invested more for an effective advertisement and promotions. Selecting
the target market, where should be the products been available for customers, selecting the best
options for distribution of the products throughout the world, etc. After that, action plan is
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developed for Cadbury means making things happen which is one of Cadbury's key doctrine
which they follow. How to make the defined strategies work and how to achieve them is
included in deciding for an action plan. Every employee or staff is assigned with certain
responsibilities to perform specific actions within the determined time period. After employees
are bssigned with certain responsibilities and job, their work and achievement is continuously
monitored for tracking the progress of the implemented plan and to check whether it requires any
changes or improvement (Lancaster and Massingham, 2017). When marketing plan is approved
by the management, required resources are blotted and budgets are made to analyse the required
finance or money for implementing marketing plan and activities such as promotion, After the
plan is been implemented, its result is measured of each and every marketing activities and
compare it with the set targets and objectives. When there is any deviation in the results, it's been
corrected through strategic planning.
Marketing Plan for Cadbury:
 Enhancing Cadbury's market by making distribution system more effective and spreading
distribution to rural areas and far off places where Cadbury has not yet reached.
 Making strategies for reaching the untouched new market to provide products to new
consumers and expanding customer base.
 Planning strategies for facing competitors that can be serious threat and offer same
product segment in low price than Cadbury.
 Plans for getting the best quality raw material required at best price.
 Plans for creating new product with new flavours for attracting more customers to try
them(Introduction marketing essentials, 2016)
 Plan for making new promotional strategies for expanding customer base in the market.
Adopting effective and cost saving promotions.
 Adopting social media promotion like Facebook, Instagram, etc., as a promotional
strategy for more effective communication with the customers.
 Plans regarding the price of products to make it available to everyone at an affordable
price.
 Selecting the best and effective distribution channel for making it available in every
stores and reaches market on a continuous basis.
 Plan for implementing effective communication with other departments in company.
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 Return on Investment plans to be made for knowing the returns that a company can get
by investing on different marketing strategies.
CONCLUSION
It can be concluded from the report that various factors of marketing essentials have been
discussed with respect to Cadbury. Different roles have also been discussed in the report. All the
measures of marketing mix have been discussed covering the basic requirements of Cadbury and
its functions. All the roles of marketing have also been discussed in the report. A complete
marketing plan involving all essential aspects have been made so that it can help the firm to
achieve a great rate of popularity and productivity.
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REFERENCES
Books and Journals
Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial Marketing Mix. In Effective
Entrepreneurial Management(pp. 75-99). Springer, Cham.
Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Lancaster, G. and Massingham, L., 2017. Customer care and relationship marketing.
In Essentials of Marketing Management (pp. 270-288). Routledge.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications, 23(2), pp.195-218.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Online
Introduction marketing essentials, 2016. [Online]. Available
through :<https://www.edx.org/course/introduction-marketing-essentials-iimbx-mk101x>
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