Cadbury Marketing Essentials: Roles, Mix, and Planning Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, examining the key roles and responsibilities of the marketing function within the wider organizational context. It delves into the application of the marketing mix, specifically the 7Ps, to achieve business objectives, comparing Cadbury's approach with that of its competitor, Mars. The report also includes the development and evaluation of a basic marketing plan for Cadbury, covering product, price, place, promotion, people, process, and physical evidence. The introduction highlights the importance of marketing for organizational success, emphasizing its role in revenue generation and competitive advantage. The report explores how Cadbury adapts to market dynamics, consumer needs, and competitive pressures, providing insights into its marketing practices and strategic decision-making, supported by references to academic literature.

Marketing Essentials

Table of Contents
INTRODUCTION..........................................................................................................................3
MAIN BODY.................................................................................................................................3
SECTION 1....................................................................................................................................3
Explain the key roles and responsibilities of the marketing function...................................3
Explain how roles and responsibilities of marketing relate to the wider organizational
context...................................................................................................................................5
SECTION 2....................................................................................................................................6
Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives...................................................................6
Produce and evaluate a basic marketing plan for an organization......................................12
CONCLUSION ...........................................................................................................................14
REFERNCES:..............................................................................................................................15
Books and Journals:............................................................................................................15

INTRODUCTION
Marketing is an essential tool which helps the organisation to perform in a systematic
and strategic manner. It is needed by almost every organisation in order to execute their
operations in an effective manner which will help in generating high revenues and sales. As it is
the common goal of every organisation in the market to earn high profits, it is necessary for
them to present and showcase their products in more attractive manner which can cater needs of
large number of individuals. In order to study the marketing techniques and how to practice it in
market, the report is being carried forward. The company interpreted in the report is Cadbury.
Cadbury is an international functioning organisation which is dealing in confectionery items.
The product line is very diverse. It (Berkowitz 2021) was established in 1824 in Birmingham,
Warwickshire, England by John Cadbury. It serves in more than 200 countries and is
headquartered in London. The report explains how a plan is prepared to develop marketing
along with explaining the roles, responsibilities, functions and importance of the marketing
strategy to make the product reach to wider reach. The report also shows detailed explanation of
7P's of marketing in respect to the Cadbury.
MAIN BODY
SECTION 1
Explain the key roles and responsibilities of the marketing function.
Marketing is combination of activities and operations that are required in order to
promote a product or service. This makes organisation cater high sums of revenues and working
in direction of achieving pre determined goals and targets. As there is huge competition in
market, the product which has a captivating marketing strategy will gain advantage over that of
others. With reference to Cadbury, it can be rightly said that the organisation is working to
attract the target market and audience in it. It is coming with variety of offers as designed by the
managers which becomes captivating in eyes of consumers and results in lot of sales. This will
result in reducing the competitive rivalry and creating a well known brand image. Cadbury is
taking all the necessary steps that can help it to overcome challenges that is faced because of its
close competitor, Nestle. The major aim of the marketing technique becomes to influence the
potential consumers to be attracted (Buhalis 2022) towards the organisation and focus on buying
goods and services from that particular firm only.

The process involves respective functions:
Function 1: This involves reducing the certainties in market by fulfilling the needs and desires
of the market and its consumers.
Function 2: After working on fulfilling needs and desires of consumers, the next step involves
selection of the potential consumers who can be easily attracted.
Function 3: After completion of previous two steps, framing of strategies and rules are required
to be performed as in how advertisement of products and services will take place in order to
captivate consumers.
Function 4: This is the last and final step which caters the actual need of the process where
actual functions take place which is to cater and make consumer purchase the product.
Marketing function relates to influencing the consumers and making them buy their
product service. It is combination of various plans and functions which works according to the
tastes and preferences of (Das 2021) the market and its users. It also results in getting
information of market needs so that they can be catered in a proper manner.
The duties and responsibilities of the marketing manager can be seen as: Knowledge of Market: The managers are required to develop skills which will help in
knowing what is going in market and what is the situation of needs and demands of
consumers. This is performed by catering and analysing both internal as well as external
factors which affect the operational process of Cadbury. This will make clear both
opportunities and threats in the market. Management Information System or MIS: As the name suggests, it means gathering
the information of the market by following a proper management system. This refers to
researching market along with advertising the product. It is a systematic function where
data is collected from online mode by surveying and researching. This helps in achieving
competitive advantage over its competitors as it makes personal touch with its
consumers. Channels of Distribution: This refers to how the product will be sold to the consumers.
The managers are required to examine which channel will generate more sales. Looking
to the present scenario, Cadbury is working in both online as well as offline stores to
produce more and (Gelderman and et. al. 2021) more sales. Looking to the demands and
needs of the product the distribution should also be fastened, serving a lot of consumers.

 Financial Performance: To measure financial performance of an organisation is very
important. In order to achieve this it is desired by the managers to prepare a plan which
will facilitate the organisation to work within budgets. This will aim in managing the
finances and staying within budgets so that cost of production is reduced.
 Product Packaging and Supplying: In order to attract consumers, the marketing
manager of Cadbury is focused on making packaging of products very eye catchy which
will make consumers buy it. The packaging is the first impression of a product which
captivates the consumers. It pulls a large consumer base irrespective of the age and
gender factor. Along with this focus is also made to place the product to place the
product in a pleading and frequent visited location in the retail outlets. This will make
consumers access (Grigoraș 2021) them on priority.
Explain how roles and responsibilities of marketing relate to the wider organizational context.
The roles and responsibilities of the marketing manager is very broad and he aims to
work a plenty of tasks. In order to cater all the needs of market and perform the needful tasks
and activities, it is required to manage and maintain a productive and efficient marketing team.
The marketing team is also a diversified team which performs a lot of extended functions which
works in direction of meeting pre determined goals and targets. There are many departments
under marketing team and they have their own significance. The efficiency of meeting the
competition provided by close competitors like Nestle, Mars, Lindt, etc. can be achieved only
by setting a creative and productive marketing team by Cadbury.
The roles and responsibilities of marketing with a wider organisational context can be seen as:
Marketing Department of Finance: Without finance an organisation cannot perform which
makes it the vital element of carrying out operations. The marketing department prepares budget
on the basis of their past experience and surveys proceeded. They aims at working in a set
budget which will result in increase in profits and earnings of Cadbury. They deals in managing
assets, cash, bank accounts, investments, loans, liabilities and others. They work in order to give
quality products at a lesser rate. The work (Iqbal and Khan 2021) of finance department is also
extended to designing an effective pricing plan for a particular product or service which is
required to be sold.
Marketing Department of Research: The research department is focused on carrying out the
research activities which can work for development of Cadbury (Hailu, Workneh and Kahissay

2021). They aim on bring new and innovative techniques and ideas which can work as a great
help in presenting the organisation different with that of others. They work on designing
different and updated designs which will engage more and more consumers and thus reducing
the existing defects.
Marketing Department of Consumer Feedback: To make a product cater good image in eyes
of consumers, consumer feedback department works towards it. They works for building
healthy and enhanced relations with consumers so that there will be loyal consumer base
developed. This will result in maintaining a harmonious and loyal relations with consumers. It
will result in generating social cultural ethics which will raise the name and goodwill of
company. Because of the reach around the globe, there are so many cultural diversification
which are required to be (Krings, Palmer and Inversini 2021) met so that smooth running and
attaining good revenue can be achieved. The marketing mix is required to be applied in an
efficient and effective manner by serving consumers with pocket friendly goods and services.
Marketing Department of Human Resource: This department of marketing aims on bringing in
new talent by a detailed procedure of interviewing, hiring, recruitment and others. Human
Resource department along with recruitment also dwells in training, listening to griefs, appraisal
and promoting the existing talent. The managers focuses on hiring staff which is having a good
knowledge of tastes and preferences of market which makes operations easy. To make workers,
perform tasks in an appropriate manner, mission and vision goals are required to be made clear
in minds of employees so that they work accordingly.
SECTION 2
Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.
When an organisation wants to diversify its operations, organisation is required to follow
marketing mix. Marketing mix is a group of tasks and activities which is used by organisations
in order to promote their goods or services, as these marketing mix strategies aims on attracting
large sums of individuals. They (Kumpu, Pesonen and Heinonen 2021) include selling,
advertising, distributing the goods to the potential target market. It allows the management to
develop an appropriate strategy which will help them in creating a known goodwill. Each and
every organisation, existing uses marketing mix as depending upon their way of operations

along with their and structure. This provides direction which will help in facing competition.
Mars considered to be the greatest competitor of Cadbury by offering competence in every
scenario. To compete with Mars, Cadbury is required to use 7P's of marketing which serves as a
complete package for fighting competition in market. The 7P's consists of promotion, physical
evidence, process, product, place, price, people mix. Cadbury works in the same direction by
using the best suitable technique (Malusi, Falowo and Idamokoro 2021) among them so that
they can compete with Mars. In order to differentiate among the policies of both companies,
difference can be seen in the table as:
7P's of marketing Cadbury Mars
Product  Cadbury offers wide
product line dealing in
biscuits, chocolates, ice
creams and much
more.
 Cadbury is famous in
beverage sector
providing milk
addictive also.
 Variations are there in
chocolates and another
separate product line of
biscuits are also
available.
 Cadbury leads
chocolate industry and
is (Okoye-Chine 2021)
following same
privilege all across the
world.
 Mars is the closets
competitor serving with
chocolates, beverages,
milk and much more.
 Mars offers a lot of
chocolates like
Snickers, Mars,
Galaxy, Orbit and
much more serving
varied quality products
which have a wider
market reach (Islam,
Darzi and Bhat 2021).
 The products are
designed in order to
cater the needs of
varied groups of
individuals which
consumers use daily.

Price  The price policy of
Cadbury is very
attractive which makes
users buy them very
frequently.
 Cadbury comes in
different prices as per
their sizes which makes
it possible for
everyone.
 Along with the low
range goods, it
provides high ranged
goods also which is
purchased and used by
every segment.
 Mars focuses on
quality and then
determines the prices
as set. The product can
buy any of the item as
per their capacity.
 The pricing strategy is
more or less similar
which makes it easy to
reach all market
segments.
 It provides huge
discounts also which
makes its purchase
high.
Place or Distribution  Cadbury operates in a
lot of countries its
product across the
whole world by serving
their dynamics.
 Due to an effective
channel of distribution,
Cadbury is able to
cover huge market.
 Products are offered in
both urban and rural
markets.
 The distribution is very
effective which can be
seen through the
 Mars is working and
operating its services in
a large part of world
showing dynamism in
nature.
 They are (Pandey
2021) working with an
effective channel of
distribution which
includes wholesaler,
manufacturer, retailer
and other who make
process easy to reach to
final users.

product availability
everywhere and every
time.
 The products are easily
available any where
which increases their
sales.
Promotion  Cadbury is working
with a tag line which
makes it cater interest
of large sums of
individuals whether
children, adults or old
aged.
 Cadbury use many
sources to boost its
sales for which they
advertise through
Online (Ragas and
Culp 2021) marketing,
advertisement on TV,
radio, newspapers.
 Cadbury hires
recognised persons to
attract focus of
individuals.
 Mars works with a
systematic plan in
order to carry out their
activities and earn a
good revenue.
 A lot of sources are
used for advertisement
which are both online
and offline forms.
 They works in catering
responses from
consumers which
create a good image in
eyes of consumers.
Process  The products of
Cadbury are produced
in England and then
supplied across the
world, through a chain
in a collective manner.
Then the products are
 Mars is working as
supplying its products
in a number of
countries by both
virtual and physical
means.
 Mars is providing after

sold to consumers
which is the last stage.
 The process followed
by Cadbury is easy
which works in
generating a high
revenue.
sale services which
seeks to take
suggestions from
consumers and make
corrections.
 They works with a
lengthy process of
production, wholesaler,
retailer (Rosário 2021)
and then final
consumers
People  Cadbury delivers
quality product through
the assistance of well
trained work forces.
 To facilitate working
with talented
employees the
organisation is
providing training to
staff so that production
can be carried out in an
effective manner.
 Mars is seeking
assistance to the
workers so that
operations can be
carried out in a proper
manner with least
misconduct.
Physical Evidence  The products of
Cadbury can be
purchased from any
retail store.
 Company uses policy
to give extra to retail
stores which will
 Mars follows a policy
where they work on
attracting more and
more consumers by
providing a better
experience.
 They work with well

advertise their products
like hoardings, fridges
and much more.
mannered staff and a n
enhanced physical
ambience for carrying
out operations.
 Products of Mars are
easily available to
every retail store which
will make it possible
for consumers to buy
them easily
(SONGKHLA,
WANVIJIT,
CHAROENBOON and
NINAROON 2021).
It can be concluded from the above mentioned data in any organisation it is essential to follow
and apply marketing mix which will result in giving high profits and an effective management
to the business entity. As seen in Cadbury and Mars they are appropriately following the
marketing mix according to their operational activities and as a result they are managing their
operations.

Produce and evaluate a basic marketing plan for an organization.
Marketing plan gives an idea how strategies are required to be carried out. It carries an
idea which will make an impactful (Troise and Camilleri 2021) affect in eyes of consumers by
promotional events.
Overview:
It is very popular confectionery brand serving in a large part across the world. It offers
chocolates, biscuits, ice creams, candies, bars etc. Business is functioning in every continent in
more than 200 countries.
Vision and Mission
The vision of brand is to be established with a strong identity in whole market. The
mission is to produce quality products which is as per interest of consumers.
Objective
The objective is to be the world's largest confectionery brand. For this they are bringing
changes and dynamism (Widyastuti, Ali, Winangsih and Haila 2021) which is making it
different from that of others. They aim on serving consumers with latest technology.
STP Approach
It allows organisation to evaluate current scenario of market by giving them assistance in
generating profits for a longer run. It involves three major components i.e. segmentation,
targeting and positioning.
Segmentation
It is scattering and division of market in various categories on basis of preferences of
consumers. It increases (Xu and Gao 2021) sales and brings new opportunities in market. There
are two kinds of segmentation namely behavioural and demographic in which market of
Cadbury is segmented.
Targeting