Marketing Essentials Report: Cadbury's Strategies, Mix, and Planning

This report provides an overview of marketing essentials in the context of Cadbury, a leading confectionery organization. It discusses the roles and responsibilities of the marketing function, emphasizing its consumer-oriented and dynamic nature, and its interrelation with other departments like HR, finance, production, and sales. A comparison of the marketing mix between Cadbury and Nestle is presented, focusing on product, price, place, promotion, people, process, and physical evidence. Furthermore, the report outlines Cadbury's marketing plan, including company overview, mission and vision, marketing objectives, and the STP (Segmentation, Targeting, and Positioning) approach. The evaluation of the marketing plan through sales analysis is also discussed, highlighting advantages and disadvantages. The report concludes by emphasizing the vital role of the marketing department in attracting consumers and provides a comprehensive understanding of Cadbury's marketing strategies.

Marketing
Essentials

INTRODUCTION
• Marketing is an essential part of business entity and all
business depend on concepts of marketing for assuring
development, growth and productivity in business. It includes
understanding of demand of customers, marketplace, building
profitability relation, supply good quality product among their
customers. Awareness of marketing essential is very important
in current market scenario throughout the world. The chosen
company in this report is Cadbury and it was founded by John
Cadbury in 1824. It is the worlds largest confectionery
organisations. They manufacture , market and distribute
branded chocolate, confectionery, and beverages across 180
countries. In this report essential of marketing is discussed in
context of Cadbury

Roles and responsibilities of
Marketing function
• Marketing is an effective business function that is execute
by an organization to aware potential consumers about
their products as well as services. It is a tool of
management that encourage buyers to purchase the
goods offered by a company. It is a wider term which
includes all the activities undertake by an organization in
order to advertise and promote their products .
• Marketing strategies and plans that are being applied by
Cadbury are very effective and unique. They are
executing STP strategy in order to remain ahead in
competition.

• Consumer oriented: It is highly consumer oriented activity.
Main aim to advertise and promote a product is to influence
and garb the attention of end users. Marketing team of
company is formulating customer centric strategy so that they
get an edge in competitive environment.
• Dynamic process: It is dynamic process as there is no
predefine ways to attract buyers and sale a product. It is
creative function that should be modified as per the
requirement as well as trend of market. Marketing strategy of
selected company is dynamic and creative.

important roles and responsibilities of marketing is relate to the wider
organisational context.
• Marketing and HR : Main function of human resource
department is to appoint and hire qualified candidates within
company. Along with that they manages all policies and
procedures within company. Marketing department promote
vacant job post in market place which is assist by HR manger
to hire best and suitable candidate for that vacant
position(Mishra and Modi, 2016). In context of Cadbury both
HR and marketing department maintain effective relation with
each other for maximizing productivity and profitability in
order to accomplish organisational objective.

• Marketing and finance : It is examine that finance department
plays a vital role in each company. They manages all
investment, cash outwards and cash inwards and keep record
of all transactions. In context of Cadbury, when a marketing
department needs fund for promoting advertisement of their
new product that time they need to involve finance department
to investing money in promotion. For that it is important to
maintain coordination among finance and marketing
department for enhancing growth and development of
company.

• Production and marketing: Production refers to converting
raw material into finished goods. Main purpose of making
department is to analysis the need and demands of customers in
marketplace. In relevance to Cadbury organisation, they
identifies consumers trends and wants and then production
department will follow that trends to manufactured goods for
satisfying needs of buyers.
• Marketing and sales: In current competitive marketplace it is
essential to increase sales ratio of company. For this managers
of company need to retain their potential customers by
supplying them good quality products according to their
preferences and demands. In context of Cadbury, marketing
department of company identifies the needs and demands of
consumers before giving them products.

marketing mix between a two different businesses
• Marketing Mix is a strategy or a tool which is used by marketer
to promote their brand and establish it in marketplace. In
context of present scenario, Cadbury and Nestle is chosen as the
base company in order to conduct an effective comparison on
the basis of marketing mix(Cascio and Graham, 2016).
• Product- Cadbury In product category not only chocolates but
other products also like desert and beverages. There are lot of
company products like eclairs, dairy milk, five stars, Fruit and
nut, and Perks. Cadbury is a well-known brand belongs to
beverages sector and offer product in various categories such as
chocolate, biscuits, milk additives etc. NestleThere are variety
of products not only chocolates and beverages but it is a
provide a healthy food for customers. For example, Ceralac it
is baby product and full of nutrient and also serve energy drink
for a working officials.

• Price- Pricing is a important component of marketing mix it
helps todetermine costing of product. Price also affected sale
and profitability of company. Cadbury product price according
to its quality. For example like Bournville price is
high(Chaffey and Smith, 2017). Nestle price strategy are
different because there product are less expensive as company.
It is vary often to see that price variation according to product
sized. For example Maggi is only available in market at
costing Rs. 5 only and 16 pieces find in Maggie packet. Nestle
price strategy are different because there product are less
expensive as company. It is vary often to see that price
variation according to product sized.
•

• Place- Cadbury have strong distribution channel. It is a one
of leading company across globe and products are available all
over world and carter to huge customer segment. It's impact on
business profitability also increase revenue . In contrast of
relevance firm, Maggi and Nescafe are two products of entity
which a greater demand in market so used European
distribution channel. .
• Promotion- Various kind of tag-lines is used different product
range of cadbury like “ Kuch Meta Ho Jai”. Entity promote
their product with help of their famous personality to make
impression in mind of customers. NESTLE use various method
to promote their brands billboards, newspapers, TV
commercials, posters etc.

• People- Cadbury recruitment those people who are fully
trained and capable for doing particular job. It is included
Sales representative and Customer service assistant.
Employees recruitment within NESTLE used to support of
growth strategy of particular product. Main objective of firm
higher those individual have Potential to easily handle
particular job.
• Process- Each and every company has possessed own process.
It is included Function, Activities, Technology and Task.
Cadbury used a advance technology for manufacturing
product. In context of Nestle, there are smooth processing
manufacturing of product and work is handle by a management
team..

• Physical Evidence- Physical evidence refers to everything
your customer see and interacting with your business. It
includes Packaging, Branding Layout or Interior design.
Cadbury have a great physical evidence in the numbers of
returning visitors, customers feedback.
• In consider of Nestle, It is global company so know about
there customers accordingly creating evidence connectivity. It
has been setting up coffee corners with their logo of Nescafe in
vending machines.