Marketing Strategies and Business Objectives: A Case Study of Cadbury

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MARKETING ESSENTIALS
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Table of Contents
Introduction.................................................................................................................................................3
P1............................................................................................................................................................4
Explain the key role and responsibilities of the marketing function........................................................4
P2............................................................................................................................................................8
Explain how roles and responsibilities of marketing relate to the wider organizational context..............8
M1 analyzes the roles and responsibilities of marketing in the context of the marketing environment.......9
M2 analyzes the significance of interrelationship between marketing and another functional unit of an
organization...........................................................................................................................................11
D1 critically analyze and evaluate the key elements of the marketing functions and how they correlate
with other functional units of the organization......................................................................................13
Activity 2...................................................................................................................................................14
Introduction...............................................................................................................................................14
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objective.....................................................................................15
M3: Evaluate different tactics applied by organizations to demonstrate how business objectives can be
achieved.....................................................................................................................................................18
Recommendation.......................................................................................................................................19
Conclusion.................................................................................................................................................20
References.................................................................................................................................................36
List of figures
Figure 1- Marketing Functions....................................................................................................................7
Figure 2- 7P’s of marketing mix................................................................................................................17
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Introduction
The below assignment will help in getting a close examination of the strategies which are being
followed by organization in order to increase their business. The basic strategy of marketing mix
explaining all the 7P will be discussed. 7P’s are as follows: prize, place, promotion, process,
product, product evidence, and people. It will discuss the importance of each of these factors and
how they individually are responsible in running the business towards the positive direction.
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P1
Explain the key role and responsibilities of the marketing function
Marketing is now considered to be one of the most important tools in any business organization.
Proper marketing helps in getting the clear vision of the market place. It lets the organization to
have an understanding of the demands of the consumers. It pushes the organization to provide
ultimate quality of service to its consumers.
Cadbury is a British based multinational company. Its head-quarter is situated in Uxbridge, west
London. It has been serving its customers from the past so many years. It has been able to
generate a considerable amount of profits from a very long time. It is only possible because of
the marketing strategies being followed by the organization from time to time (Serrat, 2017).
Role of marketing function in Cadbury
The key role of the team under the marketing department is to increase and enhance the brand
image of Cadbury. Increasing the brand image has now become the most important tool in
making the consumers aware of the product. Companies, nowadays, are ready to invest lots of
money just to create a brand image of the product. Cadbury chose to hire an experienced team
under this department. As they have understood that this is one of the departments that could
help in increasing the overall revenue of the company very fast. They have tied with the
advertising industry which lets them run their advertisement in all the leading channels.
Television is something with people of the age group can be connected easily. Also in this
modern era, tying up with the television would not work. So, they have understood the
importance of social media also. Social media lets Cadbury connect with the youth as well. They
have used the platform of: Facebook, Instagram and many other such kinds of social platforms.
The product has also tied up with the celebrities. These celebrities promote the products in their
official Instagram page and even take part in its advertisement. This makes it more appealing to
the consumers.
Role of SEO’s
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Cadbury has also hired the proper experts under Search Engine Optimization. Many of the
organizations have not yet understood the importance of hiring SEO experts. They are ready to
opt for paid advertisement. But Cadbury understood the importance of SEO and they hired them
at that time when the importance of SEO’s was not recognized. These SEO’s optimized the key
searches of Cadbury effectively which lead to significant increase of business time to time. They
have understood that how important it is to come in the top searches if one searches for chocolate
in any of the browsers. They keep a record of the interested consumers and display them
advertisements on their social accounts to attract them more toward the product. They have made
sure that they have designed a user friendly website. For that they have hired highly professional
technical team and coders. They keep a check on the updates coming from Google and see to it
that the ranking of their website is not affected because of that. The result of which can be
practically seen (Armstrong, et.al., 2018).
Some key marketing strategies
The whole and sole motive of Cadbury is to enhance the distribution methods with the help of
new and latest strategies of market penetration. The ultimate goal of Cadbury or any other so
called organization is to survive and thrive. But not all organizations are able to survive in this
highly competitive world. To mark the presence in this kind of environment it becomes
important to opt for methods that help in targeting the audience depending upon the product.
They tend to design attractive methods which help them in attracting more and more children.
Because of this immense success, Cadbury has able to expand its business. They time and again
change the cover and color of the wrapper of the Cadbury. This changed cover also display
offers that are there time to time. Also, the advertising industry tends to create more and more
appealing advertisement with the help of high end celebrities. They try to display and show cast
advertisement with which the common family can easily relate.
It is seen that during the festivals such as Christmas and New Years, the business increase
blindfold. It is because Cadbury has become of the easiest choices that contain no second
thoughts. It is liked by people of the age groups particularly children. So, it can be understood
like if one feels confusion while buying present and gifts, they can always go with bunch of
Cadbury.
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Quality check
The team under the quality check of Cadbury makes sure that the quality of the product is not
degraded. They know that there are billions of people which are connected with this product in
some or the other way. Degrading the quality will not only decline their business but would also
lose the trust of billions of people. So, ethically it becomes important to maintain the quality of
the product.
This will eventually help in increasing the business of the industry gradually and smoothly
without hassles.
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Figure 1- Marketing Functions
Source: (Blythe & Martin, 2019).
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P2
Explain how roles and responsibilities of marketing relate to the wider organizational
context.
Marketing is a very vast field which is being divided into small different departments. These
departments have separate roles and responsibilities which together help in building the entire
marketing department. This field can be bifurcated into different departments such as:
department of promotion and pricing, department of sales, department of operation and
production, research and development, customer service and many more. The only motive of this
entire department is to increase the business. Their aim is to plan and execute different strategies
practically. Roles and responsibilities of marketing team of Cadbury are defined below:
Market strategies
It helps the managers to be aware of the needs and requirements of the targeted audience. It helps
in striking out balance between the objectives of organization and the opportunities offered by
market. It makes sure that the company is not under any sort of threat and takes legitimate steps
if there is a slight possibility of any kind of threat. This protects the company from loss and
makes sure that the business increases in the positive direction (Kasemsap, 2018).
Brand equity
Nowadays people are getting attracted more and more towards the brand name. They are ready to
pay high amount but does not settle for products that are particularly of low quality. The same
idea is followed by the Cadbury industry. Cadbury has become one of the leading brands in the
name of chocolates. They have tied up with the organization which helps in increasing their
overall value in terms of products and services. Thus, brand equity helps in increasing the
reputation of the organization. It helps in the direct increase in the volume of sales which helps in
increasing the overall revenue of the organization.
Marketing research
It is considered to be one of the major steps in the role of the marketing. The marketing research
is followed by proper knowledge of the product (Cadbury in this case). It helps in fixing the price
of the product by analyzing the current market scenario. Prizes are set accordingly that makes it
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available within the reach of the common people. Marketing research makes sure that the
product is available all around and they do not suffer any problem while searching for it. They
see to it that there is mode of communication maintained between the consumers and
organization. This mode can help the consumers to raise their specific demands.
Monitoring of marketing environment
Monitoring of the marketing environment also plays a major role in increasing the overall
business of the organization. Marketing environment in simple terms can be understood as the
digital advances in the technology. This segment of organization makes sure that the business is
dealt by understanding the current trends of the marketing. This may include proper branding of
the product through the medium of the social platforms. This also include proper running of the
advertisements over television. They can even organize campaigns where they can show cast the
product and the offers which are being offered (Blythe & Martin, 2019).
M1 analyzes the roles and responsibilities of marketing in the context of the marketing
environment.
The marketing environment can be shown below in the context of marketing roles:
For better execution of marketing, management can be explained in the form of process and
problems which depend over different concepts and ideas for marketing. These marketing ideas
depend over various points such as promotion, pricing, sales and distribution and etc (Blankson
et al., 2018). The marketing roles can be explained as below:
Some newer marketing strategy: at the very initial stage the marketing helps to develop some
newer marketing strategy and plans to manage the Cadbury. The higher authority of the Cadbury
such as manager or CEO manages the needs and the requirement to achieve the goal which was
set by them at the very initial phase. Also, it helps to serve better service to the customer
according to the customer’s demand. It helps to build bridge opportunities and objectives of any
organization.
Information collected through the marketing system: the to get the information from marketing
field a system a used which name is MIS (marketing information system) which helps to gather
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information the information of the basis of various factors and points such as planning, product,
implementation, strategy control better marketing strategy for Cadbury.
Research of some new Marketing areas: it is a major role in the marketing of any product it is
applied for Cadbury also. With the help of such research, any specific product of Cadbury can be
evaluated and enhance the knowledge related to it. It helps to provide the product to the customer
data better price.
Value of the brand: the customers are always getting attracted towards the brands automatically
rather than the ordinary brand. By this, the brand value or equity gets raised. With the help of
this, the marketing team provides good service and products at a pocket-friendly price. Such
process helps to increase the profit of the Cadbury by selling them in a great number.
Segmentation of market area: in this current era the market is too volatile, in every moment ups
and downs of the market can be seen. Therefore to manage and bear such ups and down in the
market, every organization needs a marketing manager who can deal with such issues by
segmenting the market UN separate parts. Also, the marketing manager helps to identify the
market and customer and after that related service and product can be provided to the customer
(Papadas et al., 2018).
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M2 analyzes the significance of interrelationship between marketing and another
functional unit of an organization.
The marketing team covers and performs various tasks such as distribution, advertising, finance
and etc. some major function of the marketing team are explained in the below section.
Table 1: Interrelation between marketing and functional units of an organization.
Research To make a successful organization the research of the market must be
needed. This is a very important part of the marketing of any product of
the Cadbury. Without assessing the current market scenario to build a
better organization. The research helps to gather some valuable
information which covers entire points. With the help of market
research better logistics, raw material at very low cost, finance, and
some other business-related factors can be achieved.
Strategy After collecting the entire information from previously done research. It
helps to process entire possible conditions such as strengths and
weakness to build a strong business. Such processed data helps to build
some new strategies which help to build a better organization. Such
newly made strategies help to build a successful market environment.
Planning After building some new and better strategies a better plan must be
needed to implement newly made plans and strategy. It helps to forecast
future financial condition of the company, better sales of products, the
better offer to distribute the plan in a large number, also it helps to
establish some better communication between the customer and
distributor (Tuten & Solomon, 2017).
Tactics The fourth but important key to marketing is tactics. In this section, the
Cadbury will build some small and short term plans to build attract the
customer towards their products. It may include some promotion type
offers such as buy one get one free or price decrement in some
percentage. It helps to boost the sale of any organization by reducing
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the competitor’s sale.
The above-mentioned table helps to evaluate and analyze the key elements of the marketing
factors
Source: (Tran et al., 2019).
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