Cadbury's Marketing Essentials: Plan, Mix and Strategies

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the role of marketing, its interrelation with other functional units, and key responsibilities within the organization. It compares Cadbury's use of the 7Ps marketing mix to achieve overall business objectives and contrasts it with other companies. Furthermore, the report develops and evaluates a basic marketing plan for Cadbury, covering market strategies, information systems, environmental monitoring, market research, and segmentation. The analysis emphasizes customer-centric approaches and the importance of aligning marketing functions with organizational goals to enhance profitability and market presence. This document is available on Desklib, a platform offering a wide range of study resources for students.

MARKET ESSENTIALS
1

Table of Contents
Introduction......................................................................................................................................3
Task 1:.............................................................................................................................................3
Role of marketing.........................................................................................................................3
Interrelation of the marketing with other functional units...........................................................4
Key roles and responsibilities of the marketing function of Cadbury.........................................6
Marketing roles and responsibilities related to the organizational context of Cadbury...............7
Task 2:.............................................................................................................................................8
Comparison of the ways by which Cadbury use elements of the marketing mix (7Ps) to
achieve their overall business objectives.....................................................................................8
The difference of the marketing mix of Cadbury with other company as an example................9
Task 3:...........................................................................................................................................11
Developing a basic marketing plan for Cadbury.......................................................................11
Evaluation of the basic marketing plan of Cadbury...................................................................13
Conclusion.....................................................................................................................................16
Reference list.................................................................................................................................17
2

Introduction
In the recent business market, the marketing section is becoming more focused on the consumer
while making the marketing experience more personal. Being a consumer marketing manager
team leader it is important to manage the team with successful implementation of a different
market campaign by offering value to the customer so as to capture value in return. Managing
the customer relationship by creating customer value results in an effective market strategy can
leads to the rise in the market operation of a company. In this case, Cadbury is taken into
consideration in order to proceed with the task. In this report, key roles and responsibilities of the
marketing function of Cadbury are described while illustrating each responsibility and roles of
the total marketing department into a wider organisational context. Elements of the marketing
mix are also well explained which are related to the overall business objectives as stated by
Cadbury. A basic marketing plan is also developed at the end of the report with proper
evaluation and justification to offers a clear and vivid idea related to marketing. At last, the
conclusion is presented to offer a brief summarization of the overall report.
Task 1:
Role of marketing
The marketing function is defined as a role of the business organisation that helps to identify the
potential source to offer the product successfully in the market with the help of a proper
marketing mix (Piercy, 2014). These functions are common in Cadbury also. It includes product
plan, market research, development process, sales, promotion, and customer service and so on.
Baker (2016) stated that the marketing functions include various and different responsibilities of
the business organisation which were mainly responsible for the growth of the organisation.
Marketing functions consist of several market strategies with strategic management department.
Marketing also includes market research, product development, distribution system, human
resource allocation, sales support system and so on. In this context, it is clear that marketing
function offers different roles and responsibilities to promote the sale that can offer growth of the
business organisation. The biggest role of the marketing department is to maintain the marketing
mix while choosing an effective and efficient marketing mix (Oplatka and Gurion, 2017).
3

Figure 1: Functions of marketing
(Source: Laforet, 2015)
Banerjee (2017) opined that the marketing department comes up with the ideas regarding the
advertisements which help to inform the potential customers about the description and benefits
of the products. Once the customer learns about the product of the company, the main job of the
marketing department is to ensure that the business firm should receive a repetitive business
from the customers which can help to solidify the brand image. Cacciolatti and Lee (2016)
mentioned that the marketing functions offer a crucial role in the business firm and there is a
close link between the marketing function with another organisation element. Shipping and
packaging also fall under the department of marketing. The packaging of the product needs to be
set by the marketing team with a proper research and development which can help the customers
to tell about the inside product. Packaging and shipping help to reinforce the brand image of the
product so that the customers can remember to choose the particular brand name which helps to
offer repeat business thus increasing the rate of sales that help to rise in the overall profit of the
organisation.
Interrelation of the marketing with other functional units
The interrelationship between the marketing functions and other organisational function can be
stated as the part of the business organisation where other functional units and departments are
connected internally with each other. Cornelissen, J. and Cornelissen, J.P. (2017) opined that
inter-relationship can be explained as the main marketing function that is needed in order to back
4

up the other operational department of the business organisation so as to offer an effective and
efficient organisational performance. When an organisation is planning and implementing a
market plan then the marketing elements require supports from the financial department of the
company to seek financial support that is needed at the time of marketing the product. It also
requires help or support from the human resource department, from the production and sales
department and other managing departments to launch the product effectively and efficiently in
the commercial market.
An example can be taken into consideration in order to offer a vivid picture of a scenario to
explain the interrelation of the organisational units in detail. If the marketing team of Cadbury
want to offer a discount on the bulk purchase of their product like the scheme of buy 3 and get 1
free, then the marketing team need to communicate with the finance, human resource and with
the production department of the organisation internally and initially before proceeding further
with the business idea. Kula and Baykut (2015) mentioned that all the marketing functions have
a separate set of entities in the organisation still all the departments and their function are linked
together so as to increase the functional efficiency that will result to the rise of profitability of the
company. Bailey and Alexander (2017) described that the most important function of the
marketing is to raise the rate of profit by possessing an effective marketing management
strategies that can be linked with other organisational functions and department in order to
increase the efficiency of the company. The marketing department of a company is responsible
to increase the profitability of the organisation by increasing the rate of sales of their products
and thus can be done with the help of equal participation of each and every department present
inside the organisation. The marketing department needs to consult with the production
department and this department needs to communicate with the logistics department in order to
fulfil the supply and demand of the products and services. Thus human resource policies are also
generated as per the market trends while maintaining the sales and targets of the consumers.
From the above section, it can be stated that all the functional units of the organisation are
interrelated and interlinked with each other so as to offer successful marketing strategies and
plans among the organisations.
5

Figure 2: Relation of the functional units
(Source: Kula and Baykut, 2015)
Key roles and responsibilities of the marketing function of Cadbury
Marketing management is termed as a process of planning and execution of different concepts of
marketing which involve price, promotion, sales, and distribution and so on. The responsibilities
of the marketing function are to complement the target audience of the company that can help to
increase the marketing efficiency of the sales department (Grönroos and Gummerus, 2014). Key
roles and responsibilities of marketing functions are explained below:
Market strategies: the initial role of the marketing is to develop the marketing strategies as well
as plans for the organisation. Here the manager of the organisation should recognise the
requirements and need of the target customers so as to offer the products and services as per their
expectation and need. It helps to bring out a link between the market opportunities with the
organisational objectives.
Market information system: MIS offers the information related to various factors like the
planning of the product, implementation and control of the market strategies and so on. MIS
illustrates the information related to the logistics based on real time analysis which help the
distribution network to work effectively.
To monitor the marketing environment: Marketing process offers a crucial role so as to identify
the new products that are developed in the marketing environment which offers a constructive
response on the products and services of the organisation. The socio-economic forces, market
6

traits, internal as well as an external change of the market need to take into consideration at the
time of making the business market.
Market research: it is the most crucial role of the marketing as it involves specific knowledge
about the price and customer segmentation of the product which further helps to communicate
the best services and products offered by a company in the business market.
Market segmentation: in the recent business market, the market segmentation is volatile. In that
case, the business organisations need to analyse the accurate segmentation in their marketing of
the products and services. The marketing manager of an organisation helps to identify the
potential customers in the large diverse market which help to promote the product and services
of the company in the business market.
Marketing roles and responsibilities related to the organizational context of Cadbury
Figure 3: Roles and functions of marketing
(Source: Chicksand, 2015)
Crucial key marketing function of the organisation is mentioned below:
Research: market research plays an important marketing function. It helps to get valuable market
information and data regarding the factors that can affect the business process. Research about
logistics, resources, finance, raw materials and other business prospects are achieved with the
help of a thorough market research.
Strategy: after collecting the market relevant data and information from the market research, it is
processed to evaluate the possible weakness and strength of the business operation. This help to
7

provide a valuable guidance so as to offer relevant market strategies which are built over the
realistic outcomes and possibilities which are measured from the market research.
Planning: after completing the research and strategy making process, the next key function of the
market planning is the planning process which includes financial and communication planning,
forecasting of sales figure and other business factors. The planning and processing department
utilise the time plan to convert organisational goals and objectives into success.
Tactics: this is the short time plan that is implemented to attract more and more customers. It
includes limited period offers which give a promotional boost in the marketing plan. It also helps
to corner the initial pressure from the other competitors by boosting up the sales.
Task 2:
Comparison of the ways by which Cadbury use elements of the marketing mix (7Ps) to
achieve their overall business objectives
Ajagbe et al. (2016) opined that the marketing mix is applied in the market planning process so
as to meet the organisational objectives and goals. Cadbury utilises various methods while
applying their marketing mix in the market, among their organisation. Generally, it is based on
the market size, demographics, products and services of the company and the company size. The
marketing mix of the company acts as a crucial tool which helps the marketers to gain an
understanding of the products. The commonly used marketing mix 4ps is later extended to 7 p's
which mainly focus on the place, price, promotion, people, process, product and physical
environment. The customer-focused efforts of Cadbury help the company to evolve the market
while creating an impression in the international market (Fernandes et al. 2016). This is due to
the application of 7 P's marketing mix that is offered by the company while offering a genuine
passion for the customer-centric approach. The company spends a huge amount of capital over
the marketing process which includes research, development, promotion, advertisement and so
on that are mainly responsible to attract more and more response from the customers (Yee et al.
2017).
The company use market essential tools in order to build the organisation goals and objectives
while using the strategy of customer-centric approach to establishing their brand name in the
global market (Chicksand, 2015). The application of the marketing mix in the market planning
process is mainly focused on the quality and product dimensions at the time of selling the
product. The company also effectively structure their pricing policy while performing
8

promotional activities for the products of the company. Thus the extended marketing mix (7 P's)
offers importance on their delivery process while offering the physical evidence to the
customers.
The difference of the marketing mix of Cadbury with other company as an example
The business organisation (Cadbury) inherits different organisational culture which helps to
apply different tactics so as to achieve their respective business goals and objectives. Remer
(2015) referred that the company use 7 P's marketing mix in their planning and processing of the
market orientation and segmentation which help the company to achieve the organisational goals
and objectives. Other organisations like Marshfield Ice Cream in the UK use market
segmentation process to meet their organisational goals (Riley, 2016). Their market
segmentation process involves the following steps.
Initially the company illustrate the market related to the organisation in order to analyse the
target market. After creating the market segment, evaluation of the different market segments are
done with respect to some specific criteria. After that, the total segmented process is build up or
constructed to evaluate the attractiveness of the market segments. The target market is set and
selected. Then positional strategy is developed as well as implemented based on the organisation.
There is also present an evaluation of the feedback process of each segment.
Cadbury uses 7 P's marketing mix so as to achieve the organisational goals and objectives. The
process is illustrated in the table:
Product: Products are made according to their customer
requirement and demand as the main objectives
of the company is to satisfy their potential
customers by offering supreme quality
products (Smith et al. 2015).
Price: The price of the product is set so that it can
offer a value for the money of the targeted
customers. It is a crucial strategy which mainly
represents the value to the customers while
competing with the contemporaries by offering
attractive offers and discounts (Bell, 2017).
9

Place: The company makes the availability of their
products and service in such a manner that it
will be easy for the customer to reach to their
products. The Company offer store and other
retail shops in an approachable location so that
the customer can get an easy access to their
products and services. The company also offer
prompt delivery in the case of online delivery
(Grant, 2016).
Promotion: the promotion process of the company include
sales promotion, advertising through online
and offline mode, social media promotion,
market campaign and so on. The company also
performs a wide range of promotional activities
on their products so as to draw more and more
customer from the market (Köse and Sert,
2015).
Process: The Cadbury chocolates are manufactured in
Bourneville. In the recent advertisement, they
promote that they buy their raw cocoa from the
Ghana which offers nest cocoa beans in the
whole world. They use different manufacturing
process to blend the taste of their products as
per the taste and requirement of the customers.
Other processes include service of the
company which offers a better buying
experience to the customers (Lancaster and
Massingham, 2017).
People: Lantos (2015) opined that Cadbury incurs a
strong customer base where the chocolates are
10

brought in bulk and is offered to the processing
department. The people that are involved in the
marketing mix are the management,
employees, customers and organisational
cultures.
Physical environment: Dairy milk is considered as a premium brand
of Cadbury due to its position in the physical
market as it accepted across various targeted
segments. The organisation offers a different
variety of products like oral, five star, perk and
éclairs which offers the taste of Cadbury at a
very lower price. Thus more children are
attracted towards the Cadbury products which
make Cadbury a clear winner. Physical
environment also includes facilities, comfort
on user interference within the organisation
and organisation run down that offer an
effective increase in the production process so
as to meet the customer demand
(Schlegelmilch, 2016).
Table 1: 7 P's marketing mix used by Cadbury
Task 3:
Developing a basic marketing plan for Cadbury
The Cadbury manufacturing and selling industry is a very vast industry in terms of all over the
world. In order to maintain a very healthy flow for the industry, a very strategic marketing plan
is needed to be implemented by the marketing department in the company. The very few
strategies have been analyzed to make the company worth its value.
There are very few audits for marketing and for making it very easy; a clear approach has been
taken. The corporate plan should be based on the several steps. The first step is to have a very
brief marketing plan for the strategies. The step includes analyzing the market first as the need
for the market is upon what, it depends on the growth. The plan should be clear about the
11

objectives of the industry. The plan next to it comes to the strategies implementation (Shetty,
2018).
In order to have a very increasing growth, the process should have a growth strategy. After the
process, it comes to order the action plan in it. The proper action plan is very helpful for the
proper growth of the management. After it comes to the monitor the progress. The progress has
been monitored in all the level in order to have the very affirmative and progressive growth of
the industry (Haseeb, 2018). After proper monitoring of the process come the resource
management and financial management. After the prices being developed, it has to use the
proper management of the resources. The proper use of the financial management should help in
the very good use of budget .the last plan which comes in the process of it, makes the proper
measurement of the overall progress to be checked (Kasi , 2018).
The marketing audit should have to be involved in the three different types of market of it. First
is the market environment of the analysis. In this process the current environment of the market
need to be analyzed in the process in order to get a very clear idea of the process. The
environment after the market environment comes is the macro environment. The environment
contains the potentials of the very little affected factors of it. The portion might have a very little
implementation on the overall marketing .in this part the environment could be of three types like
political, social etc. these parts should have to be in very improved and rectified in the process of
proper marketing implementation (Bhasin, 2017). The microenvironment is the last part of the
environment. In the process of analyzing this type of environment, the customers and the
suppliers are the most important information of the process in analyzing this environment. The
industry analysis should have to be done by the help of posters five force analysis. The process
of SWOT analysis is a very much important in terms of finding the weaknesses and strength of
the company. The value chain analysis should help in the right analysis of the process. In order
to get a very brief and implemented process of the marketing plan, the marketing mix needs to be
analyzed. There are four P's of the market. These are Price, Place, Product, and Promotion. The
product should be very much accurate in terms of the marketing strategy. Price means to be very
affordable as well as such it should make the company profitable. Place is another factor for the
product to be supplied and also to get the right information about the all the necessary process of
marketing. Promotion should have to be in such a place so that it would help the company to get
noticed by all its suppliers as well as customer (Sehmi, 2016).
12

Figure 4: Marketing plan
(Source: Evans et al. 2016)
Evaluation of the basic marketing plan of Cadbury
13

Figure 5: Marketing plan using 7 P’s to meet the marketing objectives
(Source: Shetty, 2018)
The evaluation of the marketing plan is very essential in terms of recognizing it to the very need
and to be a right fit for the process. The very first process of the marketing plan which has been
mentioned here is getting the right environment. The environment will help the company to be
very much notified about the process of the customer attractions as well as the process of getting
the right supplier in terms of the entire factor. The factors had been analyzed in the process. In
that terms there comes the political as well as the social and other environments which is not that
much impacted yet very good and healthy information about those will have a very good
engagement in the process. The marketing plan needs to be made from the group of interrelated
variables that involves 7 P's so as to satisfy the targeted potential customers over the inequalities
of the business organisation (O'Connor, 2017). The intelligible marketing plan of Cadbury using
the 7 P's of the marketing mix is evaluated in the table below.
Product: The product of Cadbury should offer a
supreme quality product with efficient
customer service, branding and availability of
the products. Thus Cadbury needs to meet the
requirements and needs of the customers based
on the products and services of the company.
Promotion: The promotions of each Cadbury products will
be different. For example at the time of
promoting the Bourneville, the company use a
caption that Bourneville needs to earn not to
buy, which means it is mainly made for the
gifting purpose just like the pack of Cadbury
celebration. The company will use effective
communication with their customers by using
the market communication, direct marketing,
and advertising and through personal selling
which help to promote their products in an
effective manner.
14

Price: Ramli (2017) stated that price is the most
crucial part of the marketing mix. Thus
Cadbury needs to use a proper pricing strategy
and method that can counter their competitors
while offering value-added elements to the
potential customers.
Place: The availability of the products and services is
very important to promote the greater rate of
sales which later on offers a contribution to the
company's growth. In that case, the company
will offer a marketing strategy on their store
location which must be approachable for the
customers. Cadbury products should be retailed
at each small and big grocery, confectionary
and stationary shop to generate more and more
sales of the products.
People: Company need to choose their employee very
wisely. The workers and employees must be
the skilful ones those who are included in the
management and customer service
departments.
Process: The process of the products need to be done
while focusing on the taste of the targeted
customers. The business operation needs to
maintain the hygiene factor which will be an
important element in the manufacturing
process. The main objective of the company
needs to be set as per the customer
requirements in order to accelerate the
customer-focused effort in order to excel the
15

business.
Physical environment: The customers and user experience need to be
accelerated. The company will need to include
facilities like comfort on user interference
which can offer an effective increase in the
production process so as to meet the customer
demand. Company representatives must
behave like a professional to deliver value to
the customers.
Table 2: Evaluation of the 7 P's marketing mix used by Cadbury
Conclusion
This assignment successfully illustrates as well as represents the role and responsibilities of the
marketing function. It is observed that the marketing functions include different responsibilities
inside the business organisation that are responsible for the growth of the organisation. The
marketing functions include the various market strategies that are made after a thorough research
on the market. Thus marketing includes a critical market research so as to offer product
development, maintaining the distribution system, allocation of the human resource allocation
and supporting the sales support systems. From the above discussion, it is clear that marketing
function consists of different roles and responsibilities in order to promote sale which can offer
growth to the business organisation. The marketing department is also responsible to maintain
the process included in the marketing mix while choosing an efficient marketing mix to promote
business growth. The assignment sketches the inter-relationship of the marketing function with
other organisational functions. It is explained with the help of example so as to offer a clear
picture on the interrelation of the functional units which pointed out that all the functional units
of the organisation are interlinked with each which has helped to offer successful marketing
strategies and plans for the development of the organisations. In this assignment, the overall
marketing mix is also compared with other business organisation that are related with the
business objectives, at last, the development, as well as evaluation of the market plan, is also
explained briefly while offering a justification on the developed marketing plan.
16

Reference list
Ajagbe, A.M., Inelo, F., Udo, E.E., UDUIMOH, A.A. and AKPAN, S.E., (2016). Business
Strategy as a Contributor to Organizational Performance. International Journal of Advanced
Academic Research, 2(3), pp.1-19.
Bailey, A.R. and Alexander, A., (2017). Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History, pp.1-22.
Baker, M.J., (2016). What is marketing?. In The Marketing Book (pp. 25-42). London:
Routledge.
Banerjee, S.B., (2017). Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40). London:
Routledge.
Barrow, C., Barrow, P. and Brown, R., (2015). The business plan workbook: A practical guide to
new venture creation and development. London: Kogan Page Publishers.
Bell, J., (2017). 'Setting the joy free'with Cadbury UK: A CDA analysis of how persuasion is
communicated within Cadbury UK's social media discourse, according to Aristotle's' persuasive
proofs'.
Bhasin, H., (2017). Marketing strategy of Cadbury. [Online]. Available at:
https://www.marketing91.com/marketing-strategy-of-cadbury-cadbury-marketing-strategy/
[Accessed on: 29 May 2018]
Cacciolatti, L. and Lee, S.H., (2016). Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Chicksand, D., (2015). Partnerships: The role that power plays in shaping collaborative buyer–
supplier exchanges. Industrial marketing management, 48, pp.121-139.
Cornelissen, J. and Cornelissen, J.P., (2017). Corporate communication: A guide to theory and
practice. California: Sage.
Evans, J.R. and Sherman, F., (2016). Improving NFW Product Planning Through an Analysis of
New Product Failure. In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 295-300). Springer, Cham.
Fernandes, S.F., Gupta, P. and Vidyasagar, A., (2016). Cadbury India–Sweet Turning Sour.
Ushus-Journal of Business Management, 15(4), pp.37-54.
17

Grant, R.M., (2016). Contemporary strategy analysis: Text and cases edition. NJ: John Wiley &
Sons.
Grönroos, C. and Gummerus, J., (2014). The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing service quality, 24(3), pp.206-229.
Haseeb (2018). Marketing plan of Cadbury. [Online]. Available at:
http://marketingdawn.com/marketing-plan-of-cadbury/ [Accessed on: 29 May 2018]
Kasi (2018) Marketing plan of Cadbury. [Online]. Available at:
http://marketingmixx.com/marketing-plan-2/560-marketing-plan-of-cadbury.html [Accessed on:
29 May 2018]
Köse, U. and Sert, S., (2015). Social media environments and their role on success of marketing
processes. Bilgi Ekonomisi ve Yönetimi Dergisi, 10(2).
Kula, V. and Baykut, E., (2015). Does better corporate governance rating lead to higher market
value?: An empirical investigation of BIST XKURY listed companies. Ejovoc (Electronic
Journal of Vocational Colleges), 5(6), pp.47-54.
Laforet, S., (2015). Managing brand portfolios: audit of leading grocery supplier brands 2004 to
2012. Journal of Strategic Marketing, 23(1), pp.72-89.
Lancaster, G. and Massingham, L., (2017). Pricing strategies. In Essentials of Marketing
Management (pp. 146-171). London: Routledge.
Lantos, G.P., (2015). Consumer behavior in action: Real-life applications for marketing
managers. London: Routledge.
O'Connor, J., (2017). The Authority Guide to Creating Brand Stories that Sell: Smart and simple
strategies to make your business irresistible (Vol. 16). Boston: SRA Books.
Oplatka, I. and Gurion, B., (2017). Teachers' perceptions of their role in educational marketing:
Insights from the case of Edmonton, Alberta. Canadian Journal of Educational Administration
and Policy, (51).
Piercy, N., (2014). Marketing Organisation (RLE Marketing)(Vol. 20). London: Routledge.
Ramli, N.S., (2017). A review of marketing strategies from the European chocolate industry.
Journal of Global Entrepreneurship Research, 7(1), p.10.
Remer, L., (2015). Cadbury Report (UK) and Corporate Social Responsibility (CSR).
Riley, F.D.O., (2016). 16 The roles of brands revisited. The Marketing Book, p.394.
18

Rozman, R., (2017). The organizational function of governance: Development, problems, and
possible changes. Management: journal of contemporary management issues, 5(2), pp.94-110.
Schlegelmilch, B.B., (2016). Global Marketing Strategy. Switzerland.
Sehmi, J., (2016). Abour Cadbury. [Online]. Available at:
https://www.slideshare.net/jasmeensehmi/cadbury-141006090451conversiongate01[Accessed
on: 29 May 2018]
Shetty, R., (2018). Marketing plan. [Online]. Available at:
https://www.slideshare.net/rishirajshetty96/marketing-plan-cadbury-51995826[Accessed on: 28
May 2018]
Smith, N.C., Palazzo, G. and Bhattacharya, C.B., (2015). 11. Upstream, downstream: toward a
new morality of marketing in global supply chains. Handbook on Ethics and Marketing, p.220.
Yee, C.S., Sujan, A., James, K. and Leung, J.K., (2017). Perceptions of Singaporean internal
audit customers regarding the role and effectiveness of internal audit. Asian Journal of Business
and Accounting, 1(2), pp.147-174.
19