Cadbury Marketing Plan: Role, Mix, and Interrelationships

This report provides a detailed analysis of Cadbury's marketing strategies, encompassing its role, responsibilities, and interrelationships with other functional units. It begins with an introduction to the marketing concept, defining marketing and exploring current and future trends, as well as the influence of the external environment. The report then delves into the structure and operations of Cadbury's marketing department, outlining its processes and roles in both B2C and B2B contexts. A significant portion of the report compares Cadbury with Nestle, focusing on the 7Ps marketing mix, and how each company uses these elements to achieve its business objectives. Finally, the report presents a basic marketing plan for Cadbury, including an executive summary, mission, vision, objectives, SWOT analysis, marketing tactics, and STP analysis, concluding with a discussion on monitoring and controlling performance. The report aims to provide a comprehensive overview of Cadbury's marketing approach and its strategic initiatives.

THE ROLE
OF
MARKETING

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Definition and the marketing concept..........................................................................................3
The Role of marketing.................................................................................................................3
Interrelationships of functional units...........................................................................................4
PART 2............................................................................................................................................4
Comparison on basis of marketing mix.......................................................................................4
PART 3............................................................................................................................................7
Basic marketing plan for Cadbury...............................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the function that is basically used for promoting goods and services in order to
increase their sales which directly increases their profitability. Present report will lay emphasis
on Cadbury. Cadbury is a British multinational confectionery company wholly owned by
Mondelez International since 2010. Report will lay emphasis on the role and responsibilities of
marketing function. It will provide inter-relationship of marketing department with various other
departments. Assignment will also provide details about marketing plan for the firm.
PART 1
Definition and the marketing concept
Marketing: It is that activity used for creating relationship by satisfying consumers’ needs
and wants. This action of company assists them in attracting consumers that directly increases
sales of product. Nature of marketing defines it as an art and science of choosing target market
and enhancing consumer experience by delivering them quality products.
Current and future trends: Current trends includes making better videos, digitalised
campaigns. In future marketing trends Cadbury can engaged in making use of personalized and
more flexible advertising. They can use of mobile platforms to increase sale of goods and
services. Firm can also have engaged in utilising Chabot’s and artificial intelligence.
External environment impact on marketing activity: There are various factors that lay
impact on working of marketing environment like for example social factor in this Cadbury
needs to engaged in making healthier products as more and more consumers are becoming health
conscious and they are preventing use of fat and sugar in food products. They can renovate and
bring out more nutrient chocolates.
The Role of marketing
Structure and operations of marketing department: Structure and operations totally
depends upon the size of business, in this Cadbury can engaged in appointing a leader, higher
level executives and the staff members which work under them. Each manager has their own role
and responsibility that can assist Cadbury in achieving their goals and objectives. There is
product manager who are engaged in doing sole work of research and development. Also there
are advertising manager
Different roles of marketing within both a B2C and B2B context: Marketing has one of
the most significant role in B2C. Through marketing Cadbury can engaged in making consumers

aware about the products and services which they are going to sale. It increases liking of goods
and profitability. There are number of platform that can be used by company to engaged in doing
business to business marketing. In order to attract more businesses towards them they can
advertise through industry publications and websites.
Interrelationships of functional units
Marketing as a business function: It has various roles and responsibilities that assists
organization in enhancing the value of their products. Key function of Marketing in Cadbury is
to engaged in doing research. This department is highly involved in analysing recent trends that
are being adopted by competitors.
Interrelationship between different functional units: Marketing is being inter-related to
various departments. It includes the following:
Marketing with human resource: Marketing department of Cadbury is engaged in making
employees aware about the vacant post in organization. Human resource is than involved in
attracting efficient and talented staff and then recruiting them. It is one of the most essential
function for company to increase their productivity.
Marketing with finance: Finance is focused on revenue, expenses, profit and shareholder
value. Marketing is responsible for helping the organization acquire and keep profitable
customers and therefore relate its functions directly to cash flow.
PART 2
Comparison on basis of marketing mix
basis Cadbury Nestle
Product Cadbury is engaged in selling
various products like Dairy
milk, Gems, Bournvita,
Eclairs, Oreo, 5- Star. They
cover over all 70% of the
confectionery business
(Peattie, 2016). They are
engaged in providing
company with high quality of
goods and services.
Nestle is engaged in bringing
lots of different products.
They provide baby food,
confectionery items, Noodles,
dairy products, frozen food,
Bottled water in order to
attract high number of
consumers towards them.

Price Cadbury is involved in selling
high quality of products. They
make use of skimming pricing
strategy in order to take high
amount of benefit of some
people desire for new goods
and services.
Nestle has made use of non-
price competition strategy.
They are also engaged in
offering trade discounts to
distributors (Chernev, 2018).
They make use of skimming
pricing stagey so that
consumer does not shift to any
other brand. In this they try to
differentiate their product and
services from competitors.
They provide extra discount
on their items rather than
lowering prices. This helps
them in attracting more new
consumers and creating
customer loyalty.
Place Cadbury has laid positive
impact on global market
because of its distribution
channel. They make their
products available in both
rural and urban areas. They
are engaged in selling
confectionery items in more
than 200 countries
They make use of sales
network for channel of
distribution. Nestle make use
of trade discounts so that
channels stay motivated and
deliver the products to
distributors as soon as
possible.
Promotion Cadbury is making use of
various type of promotional
methods like advertisement,
celebrity endorsement,
newspapers. In order to attract
Nestle in order to promote
their products, make use of
innovative advertising
campaigns. Company is also
engaged in making use of

consumers, they are making
use of innovative taglines so
that it lays good impression in
mind of people. They are also
involved in sharing recipes so
that individuals can make
confectionery item at their
home too.
TVC’s and ATL marketing.
Typical media vehicles for this
type of promotion includes
Cinema, out of home media.
Firm also make use of social
media channels like Facebook,
Instagram in order to increase
sales of their product.
people Cadbury is involved in
enhancing skills and abilities
of employees by providing
them training. It has assisted
them in increasing quality of
their products and services.
This has helped firm in
creating consumer loyalty.
They also encourage
employees to perform better.
Nestle is been engaged in
accelerating efficiency of their
employees by providing them
with monetary and non-
monetary benefits. Company
is being involved in providing
rewards to workers so that it
can help them in boosting
their morale because of which
firm objectives can be
increased (De Mooij, 2019).
They also motivate workers to
make effective utilization of
resources
Physical evidence Cadbury has made packaging
of their confectionery item
attractive so that they are able
to easily attract consumers
(Keegan, 2017). They are also
involved in providing details
about their products on their
packaging.
Nestle is been engaged in
selling products in various
different colours so that it can
be easily visible and attract
more consumers towards
them. Also design of goods
and services of Nestle is
distinct. This assists consumer
in easily identifying the goods

sold by consumers.
Process Cadbury delivers their product
by wholesalers to retailers and
then to final consumers. They
also provide their
confectionery items to super
markets, and even small retail
shops.
It has been analysed that
Nestle provide their product to
C&F agents of company from
their manufacturing unit. Later
they from this unit company
provide goods and services to
super market and retail stores.
PART 3
Basic marketing plan for Cadbury
Executive Summary: Cadbury is multinational confectionery company; it is world’s largest
confectionery company. In this plan firm is going to bring a new product that is biodegradable
water bottles in order to reduce the use of plastic.
Mission: To provide customers with a tempting and exquisite taste” as Enticing Treats means a
mouth-watering treat which is simply delicious.
Vision: Working together to create brands people love. They have a vision to provide high
quality of goods and services in order to enhance consumer satisfaction.
Objectives:
 To increase liking of biodegradable water bottle among consumers in upcoming 6
months.
 To enhance profitability by 30% till the end of year 2021.
 To increase customer satisfaction by 10% in upcoming 3 months.
 To enhance consumer experience by 20% till the end of year 2020.
Situational analysis: In order to determine Strength and weakness of company SWOT model
can be used by them, it includes the following:
Strength: Cadbury has strong brand reputation and they have mark their presence in
more than 200 countries. They are engaged in providing high quality and delicious confectionery
item that has assisted them in attracting consumers and increasing their profitability.
Weakness: They have a limited product range, and also Cadbury is not engaged in
making more health conscious product. In face if growing health consciousness this may have

serious consequences. Also they are engaged in doing packaging through making use of plastic
items.
Opportunities: Cadbury has the opportunity to develop more health conscious and
nutrient product in order to attract more consumers. They can expand their business in emerging
marker like East Asia and Africa. Company can also expand their product range which will drive
additional revenue to them.
Marketing Tactics: In this various marketing strategies that can be used by company in order to
achieve their objectives will be discussed.
Product: Company will be engaged in providing new product that is biodegradable water
bottles in order to reduce the use of plastic. They will motivate consumers to make use of
renewable resources so that utilization of plastic can be minimised.
Price: Cadbury in order to increase sales of this Biodegradable water bottle will make use
of skimming pricing strategy. In this they will keep the price high at initial level and once the
market is being set, they will decrease cost of product. This will assist firm in setting their
presence in market.
Place: Cadbury can have engaged in selling this biodegradable water bottle in emerging
market so that they can mark their presence over their too. Also they can ask retailers and
wholesalers to sell these bottles. This will help company in increasing their goodwill and also
achieving goals and objectives (Kotler and et.al., 2017).
Promotion: Cadbury can have engaged in promoting these biodegradable water bottles
through social media channels like Facebook and Instagram. They can also involve in selling
these through celebrity endorsement and advertisement.
STP:
Segmentation: Cadbury has segmented its market on demographic, psychographic and
behavioural basis. They are targeting middle to low income class groups. They have
distinguished its product offering to specific class of consumer groups. Company is engaged in
providing their product to over more than 200 countries.
Targeting: Cadbury has been engaged in targeting young adults, children and
adolescents. They are also targeting consumers from age of 10-40 years. Firm has also been
involved in targeting middle to low income group.

Positioning: Cadbury is being engaged in making use of cost positioning strategy. In this
they make sure that quality of confectionery item is high and keeping the cost low. This will help
them in reaching out large range of consumers.
Budget:
Monitoring and controlling: For monitoring and controlling Cadbury can have engaged in
making use of Key performance indicator and Balance Scorecard. This will assist them in
managing performance level of employees (Chaffey and Ellis-Chadwick, 2019). This will help
firm in achieving their goals and objectives. These tools can assist them in analysing gaps and
working on them. It will assist them in improvising quality of their products and services. It will
help firm in growing.
CONCLUSION
From the above study it has been summarized that company has engaged in providing high
quality of products and services. This has helped them in achieving short term and long term
objectives of firm. Marketing department has also assisted company in doing research and
analyzing marketing trends. This has helped them in gaining competitive advantage. Marketing
also have inter-relationship with various other departments like human resource, finance,
research. It has assisted them in attracting efficient and highly skilled talent. They have also been

engaged in motivating employees by rewarding them so that quality of their process increases.
Thus, it has helped organization in growing.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing management:
an Asian perspective. Pearson.
Peattie, K., 2016. Green marketing. In The marketing book (pp. 595-619). Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.

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