Cadbury's Marketing Strategies: A Comprehensive Report

This report offers a comprehensive analysis of Cadbury's marketing strategies, encompassing the key roles and responsibilities within the marketing function. It delves into the application of the marketing mix to achieve business objectives, detailing tactics and providing a marketing plan for implementation. The report examines market strategies, marketing information systems, and the importance of monitoring the marketing environment and conducting market research. It also explores market segmentation, brand equity, and the interrelationship between marketing activities and various organizational functions such as human resources, research and development, manufacturing, ICT, administration, production, distribution, and finance. The report concludes with a detailed marketing plan for Cadbury and its implications for the organization's long-term revenue generation.

MARKETING ESSENTIAS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing in Cadbury ..................................................1
M1 Role of marketing in Cadbury .........................................................................................3
P 2 Roles and obligations of marketing in Cadbury ..............................................................3
M2 Interrelationship between marketing activities and function of organisation .................5
D1 Elements and their interrelationship ................................................................................5
TASK 2............................................................................................................................................5
P3 Use of marketing mix for achieving business objectives .................................................5
M3 Tactics of business objectives........................................................................................10
D2 Marketing plan for implementation of 7Ps ....................................................................10
TASK 3..........................................................................................................................................10
P4 Marketing Plan for Cadbury ...........................................................................................10
D2 Marketing plan for organisation ....................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing can be defined as management of exchange of different relationships. It is also
defined as action or promotion of business for sales of product or services that includes
advertising and marketing of products. It is also termed as combination of different components
like geographical location, customer's need and want, development of profitable relationship,
marketing strategy and providing quality products to customers. By maintaining good
relationship with customers they can implement innovative ideas and maintain long term
relationship with them (Baker and et. al., 2016). This present report is focussed on Cadbury, is a
British multinational company in UK. The main purpose of this company is to enhance customer
base by providing them quality products as per their needs and wants. With the help of this
company can easily increase their profitability level at market place. This assessment will
through limelight on roles and responsibilities of different function in marketing and how they
are being executed effectively in doing global business. This report will also include functioning
of company and how they are different from other competitors in performing their business
activities. It will also focus on business plan that are useful for making strategies that will help in
earning revenue for long term.
TASK 1
P1 Key roles and responsibilities of marketing in Cadbury
Marketing function has significant role in business organizations that aid to identify
potential products for market and promote them to attain objectives. For this purpose, it
accumulate with all the departments within in organization to perform better in marketplace,
marketing section communicate with planning, manufacturing, financial, development
departments to achieve the target (Baker and et. al., 2016). Marketing has some common
functions like market research, planning according to product, development process,
advertisement, managing budget, managing sales personnels that increase value of goods and
services. The foremost plan for marketing is define a product in a manner that can raise sales
with public presentation that lead increase in demand which is more beneficial in terms of
business. Marketing plays an important role to prepare such marketing plans for product that
earns for business, it includes-
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Market strategies: Marketing strategies defines to planning strategies for Cadbury,
initially it analyse market and recognize the needs of products whether they can find appropriate
demand or not. It will look out for certain pathways to reach aimed customers to provide them
services accordingly (Bastable, 2016). Strategies can be refer as an action plan which brings out
most balancing record of business and opportunities. It assist to find new opportunities to explore
across boundaries and new criteria with new ideas which extend its market with new experiments
in edible products.
Marketing information system: MIS or marketing information system can be define as
a record documentation which includes all market research data, planning, product ,
implementation and controlling activities. Before begin implementation of any product it is
necessary to discover all aspects which are needed to construct a product according to customer
request. MIS under takes all written documents to maintain task including logistics which are
needed to deploy a goods and service in an organization.
Monitoring of marketing environment: When it comes to developing a new product it
is always recommended to take a close watch on market scenario so that it can be well
understood what things are changing in market and what are the trending products and tactics
which can capture market for a long run (Cabrera and Williams, 2014). Monitoring market can
also depict as control production to supply in market, as certain product's demand goes on rise
then only product manufacturing should increase, other wise organization can gain loss which is
not an objective for business. One more thing require to monitor in market is that competition,
availability of similar kind of product can affect demand which is not beneficial.
Marketing research: Before launching a new venture it is preferable to research market,
whether there is really a need of such product or not. The product which are going to develop,
must increase profit of and organization, in terms of customer satisfaction and economically. It
should gain at least investment amount so that it will offer a fruitful condition for stakeholders
(Griffitts, 2016). Customer's are always looking affordable price and feasible product, that must
be fulfil because they are priority for business and that is the only way to get success. For
example, Cadbury produces edible products which are in demand for its taste and affordable
cost, so it is required for this to hold taste and price as well to stay long. For example, Cadbury
acquired its place on peak among other rivals because it research about its market where it can
stay and find out the loopholes to move ahead on its path .
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Market segmentation: In globalization market, firms should have straight approach to
market because everyone demands for a different kind of product according to there
requirements (Brychkov and et. al., 2017). Marketing segmentation provides targeted customer
which needs to emphasize on particular area that have to manage with focus to promote goods
and services. In diverse marketing area it essential to identify needs of primary users, so that
chances of ambiguity will appear to establish in market. For instance, Cadbury recently launched
a new chocolate product targetting to kids through attracting them towards toys that are wrapped
within chocolates. So it is clearly core centric on kids and some products are also launched for
every age group.
Brand Equity: Consumers are influenced with brand name, they raise over brand value
which offers products and services a value. Brand value is reputation and strong presence among
consumers, which poses more users to invest in brand equity (Hoeffler, Herzenstein and
Ginzburg, 2015). Making a product a brand is one of the crucial factor of marketing, because
marketing represents things among people in such a way that they allure to grab the aesthetics
which gives them a pleasure, this is all about showcasing an item in front of gathering awake a
will to get that one thing in hand. For an illustration, Cadbury's fresh Dairy milk have a line of
different types of Dairy Milk Silk. Although, this is only a variety of Silk but it is brand that
captures attention of targeted group.
M1 Role of marketing in Cadbury
Cadbury have worked efficiently in understanding different market before investing. This
can only be performed by potent demand forecasting of business market. Cadbury have sensed
they can make profit by investing different product in different market.
P 2 Roles and obligations of marketing in Cadbury
Marketing has a specific role in every organization that aid boost business with support of
internal and external factors, through which it can derive an organization in a definite direction
with inter related connections. The roles and obligations can be defines in following terms:
Human resources : Human resources has the key importance to provide working
personnel within organization, that work in field to offer products and services to the user with
optimal solutions (Berkowitz, 2016). HR section call for employment to accomplish its motive
through assisting workforce which is one of the most requirement through out the project, from
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development phase to commercialization. HR main job is to appoint most desirable candidate
and trained them to establish to grow with business-level on next extensions (Bastable, 2016)..
Research and development : In a venture research and development determines present
needs and demands by appointing a special team which conducts surveys and research in
geographical region. Through research it becomes easy to understand life style and culture so
that it will become simple to analyse what kind of material, logistics are required to develop a
product, like raw material , machinery, documentations, etc. to accomplish its goal.
Manufacturing process : Marketing division is connected to manufacturing process,
because marketing team will communicate demand of product in market as consumer
requirement rises then manufacturing team will comes in action. When this interrelation works
properly then overstocking will be reduce and there is no wastage. It will increase the progress
and saves resources and energy.
Information and communication technology (ICT) : Information and communication
technology is one of crucial part of marketing because now a days information technology has an
impact on business. With information technology organizations are growing faster that includes
digital marketing – which helps to promote a business through online marketing on social media
channels like ad-words and adverbs and social media sites, and advertisements. Communication
technology depends on radio and TV that offers a huge area for advertisements, and public views
are also essential to influence users.
Administration : Marketing leaders manages everything with approval of administration
team, they need to be wait until top management will not accept presentation regarding finance,
launching, commercialization (Brychkov and et. al., 2017). Administration is the only authority
which endorse entire activities to let them execute and that needs all the records which has
detailed documentation about the project. It will aid to monitor activities in a direction to gain
profit that is the main objective with managing planning, developing, designing, implementation,
deployment stages.
Production : Production team maintains connectivity with marketing sections to get the
knowledge for producing new stock, production section need to update about market requirement
so that it can supply hoard within a time without any delay. If they are not active to deliver in
time then sales will affect on sales, and because consumers will start ignore products and thus
product will also loosing faith by customers (Cabrera and Williams, 2014). That will be a biggest
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loss of the firm, because any firm relies on customer's belief if that is not constant then it will be
disaster. To avoid this condition production and marketing must work in collaboration to
generate goods and services to attain profitability in terms of money.
Distribution : After manufacturing and production distribution is essential key for
marketing because it distributes product in local area to the retail shops along with sales force
(Hoffman and Turley, 2015). Cadbury dispenses with several supplying channels in national and
international markets, it can save cost while supplying in local market and in global market it
have to spend on logistics. Before deliver a stuff to the workforce it is mandatory to check the
product if there is no contamination in edible items that can cause to food infection, that can
reduce goodwill.
Finance : Availing finance for a project is most crucial stage without money there is
nothing to attempt in a business, because funds are the backbone to proceed every stage with
certain strategies. Marketing needs money and there must be a particular budget program that
needed blessing by management team like CEO or HR, only they have the right to sanction
budget for every task and activity (Griffitts, 2016).
M2 Interrelationship between marketing activities and function of organisation
Different organisational function must be considered before planning business activities
in business like work force management, finance, risk and uncertainty will help in guiding
organisation for better planning of business activities.
D1 Elements and their interrelationship
Factors like finance, marketing, administration, working people, decision making are all
interrelated to each other in business market.
TASK 2
P3 Use of marketing mix for achieving business objectives
Marketing mix is an important factor that is important for an organisation and help in
making better strategies and planning future business activities as well. It is used to evaluate
different elements which are crucial in performing business activities as all the components are
interlinked with each other in one or other form. Marketing mix includes 7Ps of marketing mix
that includes Product, price, place, promotion , people, process and physical evidence (Pappas,
2017). Cadbury is using these factors efficiently for proper evaluation of business activities that
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will help them in competing in competitive market. Comparison between marketing practices of
Cadbury and Nestle are given below
Element Cadbury Nestle
Product The company is altogether
dealing in confectionery
products. Some of the
important products that are
fetching revenue are Dairy
Milk, Boost, Flake, Wispa,
Caramel. These products are
mainly responsible for fetching
large amount of revenue from
business market (Karasar and
Öztürk, 2014).
Nestle is investing in wide
range of products that includes
baby food, Cereals, Coffee,
Chocolates and Confectionery,
Dairy products and healthy
drinks. These are the major
source of earning profit in
business market. Through
variety op products they are
able to capture large
international market.
Price Cadbury also focus on
providing high quality
products to customers at a
reasonable price that will
increase their productivity in
business market. For example
some high standard products
like Oreo, Perk, 5 Star, Eclairs
are available at market at an
reasonable rate. They have
strategically planed to have
different pricer range for
several types of product that
aid them in capturing large
business market.
It is defined as the payment
done by people in return to the
products they purchase. Prices
of products of nestle are
dependent on the type of
market. Nestle have different
piece range of product in
different business market. For
example the prices of product
in African market is different
from prices of product in
European market. Due to
skimming of pricers they are
able maintain their image in
different business market
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(Kennedy and Parsons, 2014).
Company keep on working on
their product and put
innovative ideas in them to
maintain values and and
increase market share.
Promotion Company have an efficient
strategy in placing right
product at right place. For this
they are able to make potent
business plan to earn profit
from their business activities.
Before promoting their
products they have to to make
different promotion strategies
according to different type of
market. Company have
effectively planned to use both
printing media and digital
media to reach out to people of
different sector. For example
they are using television as a
medium for promotion
activities. Company used to
post advertisement on
newspapers so that it can reach
out to people in rural
civilisation also (Lane, 2016).
Due to better promotion
activities demand of their
product increasing in urban as
Nestle have defined plans and
strategies especially for
advertising and promotion of
their brands. They have also
efficiently use different
medium for reaching out to
customers. They used to make
different types advertisement
for for different products in
local language. This will have
psychological effect on people
as they will feel attached to
products. They have creativity
while advertising about their
products this gives them
competitive advantage in
selling their product.
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well as rural areas.
People Cadbury have understood that
for better regulation of
business activities it is
essential to have better task
force that will help in better
positioning of the company in
different geographical area.
Cadbury in known for better
Supply Chain management this
is only possible in providing
defined job roles to their
employees. Company has
successfully able to manage
large number of people in
different geographical areas.
As Nestle is also an
multinational consumer goods
company they also have to
maintain their supply chain
also. For better managing their
business activities they have
planned to increase their
employees from 283 thousand
in 2008 to 323 thousand in
2017. They are also planning
to increase their workforce to
increase their reach to different
geographical region.
Process Cadbury before investing in
market they analyse strength
of their products by managing
different activities in business
activities. They have planned
different process for regulation
of their product .Before
adopting different business
processed they consider
several factors that includes
cost of production, means of
production, health and safety,
motivating employees,
determining requirement of
The process in Nestle is also
quite similar to Cadbury but
they have different approach
and policies as they are dealing
in multiple products Apart
from considering cost of
production, manufacturing,
safety they put innovation and
product development planning.
For generating profit they have
to work on development of
each type of product. For
example due to lack of
investment in confectionery
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customers, maximising usage
of manufacturing plan,
minimal waste of products,
services to customer. By
analysing and planning
systematically of these factor
will help company to maintain
better planning of their
products.
product Cadbury is able to
increase their dominance in
business market.
Physical environment Cadbury have several
strategies and approaches for
countering several factors in
business environment that
includes customers, services,
workers etc. Company has
observed both macro and
micro environment for
evaluation of different factors
and plan accordingly
(Hoffman and Turley, 2015).
They have implemented
different theories like PEST,
Porter Five Model theory,
Taylor motivational
environment for better
understanding of business
environment.
Nestle have also planned to
increase internal and external
business environment. They
are working in more than 130
countries. They have to sell
their product in different
cultural environment. They use
PESTEL theory for monitoring
external environment and
Hofstede theory for analysing
internal business environment.
Place Cadbury focus on investing in
urban where they can have
more customers. Most of the
They have placed their variety
of product in different business
market. The company is
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Cadbury product are having
high cost hence their sales will
be less in rural area
having different range of
products so they can establish
themselves in different market
easily.
There are different tactics that organisation use in their business activities are mentioned below:
 Regular market research : Cadbury is dealing with confectionery products so it is
important to understand and monitor different factors that will help their product grow in
different business market (Mittal, 2014). Promotions : Company is using different medium for promotion of their product in
different business market that will aid them to reach out to more number of customers in
different geographical regions.
 Pricing : Company is having affordable prices for different products so that it can be
available to more number of people in different regions.
M3 Tactics of business objectives
They are using different market strategies like 7Ps for analysing and classification of
different organisational activities.
D2 Marketing plan for implementation of 7Ps
Suppose Cadbury is investing in some rural environment they will use 7Ps for analysing,
making strategies and make successful business plan.
TASK 3
P4 Marketing Plan for Cadbury
Written documents that includes marketing strategies and planning for execution of
business is called as marketing plan. Some of the important factors include cost, goals, action
plans. All these factors are recorded in marketing documents of company (Karasar and Öztürk,
2014).. The main benefit of market plan is it provide room for practically analyse of business
plan that can be changed accordingly if necessary. For getting more benefit and positive results
Cadbury have to analyse their benefit on continuous process, that will help in better analysis of
business activity on daily basis. The main use of marketing plan is it is used to make efficient
plans and strategies for launching and regulation of ned product in several business market. The
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