Cadbury Marketing Report: Roles, Mix, Planning and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to the concept of marketing and current trends, followed by an examination of the roles and responsibilities of a marketing function within Cadbury. The report delves into the interrelation of marketing with other functional departments like HR, IT, Finance, and Operations, emphasizing the value of marketing in product development, brand creation, and communication. It then explores the application of the marketing mix (7Ps) in Cadbury's marketing planning process, comparing it with McDonald's. The report also produces and evaluates a basic marketing plan for Cadbury, covering product, price, place, and promotion strategies. The analysis includes strategic and target marketing processes, highlighting market segmentation and positioning. Overall, the report offers a detailed overview of Cadbury's marketing approach and its significance in the confectionery industry.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Roles and responsibilities of a marketing function in Cadbury............................................1
P2. The way marketing influences and interrelates with other functional departments of
Cadbury........................................................................................................................................4
LO 2.................................................................................................................................................5
P3. Application of the marketing mix of Cadbury to marketing planning process and the way it
differs from other organisations...................................................................................................5
LO 3.................................................................................................................................................8
P4. Producing and evaluating a basic marketing plan for Cadbury.............................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

LIST OF FIGURES
Figure 1: Strategic Marketing Process.............................................................................................2
Figure 2: The Target Marketing Process.........................................................................................3
Figure 3: 7 P's of Marketing Mix.....................................................................................................7
Figure 4: Marketing Plan of Cadbury..............................................................................................9

INTRODUCTION
In any organisation, marketing is one of the most important functions nowadays on which
the success of business depends to a high extent. Marketing essentials is all about leads,
customer attainment and their retention. It is crucial for organisations to focus on these essentials
of marketing to make business decisions accordingly. In present report, Cadbury has been chosen
that is a British multinational confectionery company having its headquartering in London,
England. There will be discussion on the role of marketing and its interrelation with other
functional units of Cadbury. Also, the way Cadbury uses elements of marketing mix (7Ps) to
achieve its overall business objectives will be compared with that of McDonald’s. Further, a
basic marketing plan for Cadbury will be produced as well as evaluated here.
LO 1
P1. Roles and responsibilities of a marketing function in Cadbury
Concept of marketing including current and future trends
Marketing can be termed as a process by which firm maintains a healthy relationship with
customers through creating value for them. It is done by organisations with an aim to create
customers and keeping them for longer duration with providing highest level of satisfaction.
Various current and future marketing trends are there that a firm needs to consider while making
any decisions. Some of them are discussed as below:
Current Marketing Trends
 Social Media Marketing – In today’s era, firms are more focused on doing marketing
though social media as it saves the time and cost of company both with attracting people
at a large scale (Williams, 2018).
 Text Message Advertisements – This is also one of the popular current trends of
marketing in which company sends text messages to all its customers about any new
offerings, schemes, discounts, etc.
 Retargeting Campaigns – Under the same, brand is kept at the front and centre for online
sales to capture the attention of buyers and making them ready to buy product of
company. Every time when the customer sees that ad, it increases the recognition of
brand (Mattera and Baena, 2018).
Future Marketing Trends
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 Building Social Capital – In the upcoming time, developing new systems and bringing
innovation models will help in making business at the focus of societies. As the resources
are limited, main trend of marketing in the future is to make their use wisely and build
social capital.
 Gaining Opportunities through Urbanisation – Marketing in the future is going to be
more focused on smart urban development and bringing positive change from same as
tomorrow’s cities are having high potential today from which business can earn well.
 Engaging with Global Citizens – Today, the mobile and tech savvy group are playing a
crucial role in influencing the society, customers as well as employees (Kahraman and
Karaşan, 2018). Thus, the core of every business in future is going to be on improving
society.
An overview of the different marketing processes
Several marketing processes are there which firms follow depending on the nature, scale
and type of business. These marketing processes are like strategic, content, target, account based,
inbound, social media, lead and nurturing, etc. Among all of them, the most common one i.e.
Strategic and Target Marketing Process are explained as below:
Strategic Marketing Process
Figure 1: Strategic Marketing Process
1. Mission – First step is to set the mission of company according to which all functions will
be run.
2. Situation Analysis – Next is to analyse the market where firm is going to operate with its
new or existing product or service.
2
Mission Situation
Analysis
Marketing
Strategy
Marketing Mix Implementation
and Control

3. Marketing Strategy – As per the analysis made, marketing strategy is then framed to
decide the way to capture attention of target people for respective product or service.
4. Marketing Mix – Then marketing mix of the product or service is decided in terms of its
features, price, location to sell and promotional techniques (Kasemsap, 2018).
5. Implementation and Control – After deciding the strategy based on marketing mix, at
last, it is executed and benchmarks set with the present outcomes are measures to check
deviations, if any.
Target Marketing Process
Figure 2: The Target Marketing Process
1. Identifying markets with unsatisfied needs – In this process, the first step is to identify
those markets which are in need of some product or service.
2. Segmenting the market – Then according to the analysed unfulfilled needs, markets are
segmented that can be on the basis of behavioural, demographic, psychographic, etc.
3. Selecting the target market – Later, markets are targeted using any of the strategy like
concentrated, differentiated or undifferentiated marketing, which firm has decided to
cater with specific product or service (Montecchi and Nobbs, 2018).
4. Positioning through marketing strategies – At last, for serving the respective market with
decided product or service, positioning strategy is decided to capture the attention of
customers like direct marketing, giving ads on websites, social media, etc.
A marketing manager has several roles and responsibilities to perform in the organisation
by developing as well as executing long and short term strategies with an aim to attain the set
3
Identifying
markets with
unsatisfied
needs
Segmenting the
market
Selecting the
target market
Positioning
through
marketing
strategies

goal of firm effectually. Some of the roles and responsibilities of marketing manager of Cadbury
are:
 Market Research – This is the responsibility of marketing manager to do survey of the
market in which firm is planning to launch its product so as to increase chances of its
success. Also, to study the existing markets is equally important to find if customers are
satisfied or not so that accordingly, company can take initiatives (Cohen, 2018).
 Public Relations – One of the most important roles of marketing manager in Cadbury is
to maintain healthy and positive public relations by being transparent so that goodwill of
company can be increased in market with retaining customers for longer span of time.
 Identifying New Business Opportunities – Marketing manager of Cadbury should
always be in position to identify the new opportunities for business and inform higher
management for the same so that business can flourish by having increased customer
base and profits (Holbrook, 2018).
P2. The way marketing influences and interrelates with other functional departments of Cadbury
Marketing in any organisation and so as in Cadbury is influenced as well as interrelated
with other functional units like HR (human resource), IT (information technology), Finance,
Operations, etc. Decisions like on market research or promotional techniques to be used are
always depend on finance department as when it will provide sufficient funds, then only the
same can be done. Also, HR department is responsible as for any marketing activity, particular
number of staff is required that is provided by this division only depending on the need. Further,
as per the marketing decisions, operations department perform their work like in which quantity
and quality, a product is to be manufactured (Bauer, 2018). Thus, it can be said that for
marketing division in Cadbury, to have effective relationship with all functional departments is
crucial.
Value and importance of role of marketing in Cadbury
Marketing is of high importance and value in Cadbury as without performing it
effectually, to stay in market for longer span of time is not possible. It can be understood by the
following points:
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 Product Development – Major importance of marketing in Cadbury is for product
development as this department is responsible to do market research to know about the
needs of customers according to which company develops a new offering.
 Creating a Brand – Main value of role of marketing is that it is responsible for creating
the brand as through effective promotional techniques, company positions itself in the
minds of customers (Grimmer, 2018).
 Communication – Marketing is all about communicating with target audience through
best suitable mediums depending on the nature of business like for Cadbury, it is
advertising through digital medium by which customers are attracted, satisfied and
retained for longer duration with gaining their loyalty towards firm.
Significance of having effective interrelationships between different functional departments
To have effective interrelationships in between different functional departments of
Cadbury is highly important as if there will be lack of coordination and healthy relation among
different units of firm, to run operations in a smooth way and attain the set targets on time is not
possible that ultimately hinders the profits as well as revenue of organisation (Montecchi and
Nobbs, 2018). In case if Cadbury will not be having positive interrelationship in between its
functional departments, employees will not render quality products and services to customers
that will negatively affect its market share as well as goodwill. Thus, having effective
interrelationships between different functional units is of high significance.
LO 2
P3. Application of the marketing mix of Cadbury to marketing planning process and the way it
differs from other organisations
Comparison of Marketing Mix of Cadbury and McDonald’s:
 Product – Cadbury offers a large variety of products and they make it count. Many
products are there that company has classified as per the seasons as well as sales in
different nations where it is operating. Also, company offers products according to the
festivals occasions like Halloween and Christmas. Along with the chocolates, variety of
beverages are deserts are offered by company. Moreover, the firm has ventured into the
segments of ice-creams as well as biscuits (Marketing Mix of Cadbury, 2018). Some of
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the popular products of Cadbury are Bournville, Dairy Milk Fruit & Nut, Blackcurrant
Mini Rolls, Crunchie, Caramel Cake Bars, Oreo, etc.
On the other hand, products offered by McDonald’s comprises of both; vegetarian
and non-vegetarian. Under vegetarian section, products are like Mc Aloo Tikki Burger,
salad sandwich, Mc veggie burger, Veg surprise, etc. While, under non-vegetarian
section, these are Mc chicken burger, Chicken Mc grill, chicken maharaja burger, Fliet of
fish, etc. (Hill and Raphaely, 2018). However, what all products are offered in a specific
nation depends on its culture like in India, beef cannot be offered while in rest of the
nations, it is successfully being sold. Along with that, this restaurant also offers a large
variety of products such as potato wedges, French-fries and combos like Happy Meal.
Although, the firm has announced its products to be of nutritional value but still, it is
considered to be as unhealthy (Dudovskiy, 2016).
 Price – Company charges price of each product on the basis of quality it provides.
However, for some products that are made for niche markets are highly charged by the
firm like for Bournville and for other segments, the prices are low for products like Five,
Éclairs and Perk. Also, prices of products are decided based on the competition in
markets where the firm is operating as well as the demand and packaging of respective
product (Marketing Mix of Cadbury, 2018). The prices are decided strategically with an
aim to make the products available to all segments. On the contrary, McDonald’s follows
cost leadership business strategy as per which prices are set on the basis of what
competitors are charging in same market. Due to having numerous competitors like
Burger King, KFC, Dollar Menu and More, it is crucial for firm to adopt this pricing
strategy so that customers from switching to other brands can be saved (Dudovskiy,
2016).
 Place – Across world, the products of Cadbury are available. The main reason behind
their available is its effective distribution channel. In both; urban as well as rural areas,
products of the firm are available as it main objective it to reach at every customer. With
having an effective distribution channel, firm is gaining high revenue and a large
customer base in the market and thus, it is having the presence in more than 200 nations
across world (Hugos, 2018). On the other hand, in around 119 countries, there are
approximately 36, 258 restaurants of McDonald’s. Through aggressive expansion
6

business strategy and franchising, restaurant is having its presence in urban as well as in
rural areas. Firm always focuses on the convenience of customers and so, located at
places which are nearby to the target segments (Dudovskiy, 2016). Some common places
of restaurants of McDonald’s are like airports, malls, colleges, etc.
Figure 3: 7 P's of Marketing Mix
 Promotion – Several ways are there through which Cadbury promotes its products like
giving ads by the way of newspapers, TV, online, etc. to make people aware with all its
products (Waite and Perez Vega, 2018). Also, many taglines have been given to all
products like “kuch meetha ho jaye” for Cadbury Celebration by which it is promoting
the brand as a sweet. Likewise, for Bournville, tag line given by company is “you earn
it”. Further, for each product, different brand ambassadors are there to make a strong
position in the minds of people. On contrary to this, McDonald’s prime focus is on
children as with many products like Happy Meal, they provide small toys (Campbell,
Martin and Fabos, 2018). Also, some quizzes are always being played there with various
schemes for winning prices through either scratch cards or lucky draws.
 People – Cadbury mainly targets the young generation as well as children in comparison
to other segments like elders which is helping it to establish a strong brand in the market
7
7 P's of
Marketing
Mix
Product
Price
Place
PromotionPeople
Process
Physical
Evidence

as well as firm is gaining high recognition among target audience (Insch and Black,
2018). Whereas, McDonald’s gives due emphasis to its employees like they are always in
a standard uniform and provides high quality as well as prompt and friendly services to
customers.
 Process – Cadbury is very concerned about its processes and keeps proper record of all
provided services to check whether they proved to be helpful for customers or not and to
assess if they are informed. On the other hand, McDonald’s follow a transparent process
of manufacturing that is completely visible to customers as they are allowed to view and
judge the hygiene being followed by entering the areas where all processing is taking
place.
 Physical Evidence – By physically questioning the customers and analysing the buying
behaviour of them, Cadbury records their experiences with respect to the products they
are buying with the help of providing pamphlets as well as brochures (Japutra, Ekinci and
Simkin, 2018). Whereas, McDonald’s is famous for its clean and hygienic interiors of
restaurants that are attractive too as they are designed in a manner that people will enjoy
there with maintaining a proper decorum.
LO 3
P4. Producing and evaluating a basic marketing plan for Cadbury
Cadbury is planning to launch its new offering i.e. Cocoa Chocolate in France for which
a systematic marketing plan is required to make the product successful which is given as below:
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Figure 4: Marketing Plan of Cadbury
1. Setting Mission
 Mission statement – To make and offer high quality and innovative product and continue
promise made to the customers
 Corporate objective – To have an increased profit through rise in sales as well as in
existing customer base
2. Situation Analysis
 SWOT analysis –
o Strength – As firm is having a strong and well established brand name, it can
easily counterattack the competitor firms present in the market of France.
o Weakness – The production of confectionary products has been reduced in France
due to economic slump (Kent and Pauzé, 2018).
o Opportunity – As France is known as the first economy that had advancement in
market, there are high chances to flourish the business easily.
o Threat – While entering in a new market, Cadbury has to understand the business
culture as well as risks involved in it.
 PEST analysis –
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Execution and Control
Putting Plan into Action Checking Results
Marketing Mix
Product Price Place Promotion
Marketing Strategy
Defining Target Audience Setting SMART objectives Developing Budget
Situation Analysis
SWOT Analysis PEST Analysis
Mission
Mission Statement Corporate Objective