Cadbury: Marketing Concepts, Internal Relations, and Planning Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, functions, and internal relations. It begins with an executive summary and introduction to marketing concepts, followed by a detailed examination of the roles and responsibilities of marketing functions within Cadbury, including identification of customer requirements, market trend analysis, customer satisfaction, and enhancing profitability. The report then explores how marketing relates to the organizational context, including finance, operations, and human resources. A basic marketing plan for Cadbury is presented, including SWOT analysis, Porter's generic strategies, and control and monitoring processes. The report concludes by highlighting the importance of marketing in driving business success and providing a comprehensive understanding of Cadbury's marketing approach. The report also covers marketing mix and the basic marketing plan for the company.

Marketing concept and
internal relation

Table of Contents
Executive summary- .......................................................................................................................3
..........................................................................................................................................................3
INTRODUCTION ..........................................................................................................................4
TASK...............................................................................................................................................4
P1 Roles and responsibilities of the marketing functions ..........................................................4
P2 Various roles and responsibilities of marketing relate to organisational context..................5
P3 Compare different organisations utilize marketing mix to the marketing planning process
.....................................................................................................................................................7
P4 Basic marketing plan for Cadbury.........................................................................................7
REFERENCES..............................................................................................................................10

Executive summary-
Marketing is very important aspect of every organisation, it helps organisation to attract
customers and retain them within the organisation. In this report, it is analysed that all marketing
functions are very important for the success of business. Marketing mix consist 7 p's that are
extremely helpful for the organisation to launch new product within the existing market. It is
analysed that all these marking mix facilitate organisation to retain their employees and provide
them better quality products and services.

INTRODUCTION
The concept of marketing is referred as a organisational activity that is conduct by the
organisation to promote buying and selling of respective products and services of organisation. It
includes all activities of advertising, promotion, selling products and deliver them to customers
and any other business. Success of any business is depends upon the effective marketing that
facilitate to provide better products and services to customers then their competitors. The
respective concepts main focus is on the analyse market trends and demands and help to deliver
quality products and services then competitors. In this report, the chosen organisation is Cadbury
which is British multinational confectionery, founded in 1824 by John Cadbury. It's headquarter
is situated in London, England. 71,657 employees are working in the organisation. In this report
all roles and responsibilities of marketing and how they are related with respective organisation
is being discussed. All marketing mix and basic market plan is also covered in this project report.
TASK
P1 Roles and responsibilities of the marketing functions
The concept of marketing is related to the buying and selling products and services to
customers according to their requirement and demands. It focus on the overall satisfaction of
customers needs and demands. There are various functions and roles are conduct by Cadbury
under marketing such as transporting goods, storing them and collect all informations that are
related to current market trends to fulfilling customers needs(Gneezy, 2017). In the pandemic of
COVID-19 , roles of marketing are increased to conduct all marketing functions digitally
platform. Other then the respective organisation also analyse customer's requirements, market
trends and evaluate area of profit for the organisation. Some role of marketing functions are
discussed below:
Identification of customer's requirement- It is the important function of marketing that
is conduct by the Cadbury to identify the current needs and demands of perspective
customers(Gummesson, 2017). In the situation of COVID-19 the respective organisation conduct
various online surveys and questioners to analyse all customers needs, wants, preferences and
habits and identify that what type of product and innovation are demanded by them in market
place.

Properly analysation of current market trends- Marketing activities facilitates the
organisation to analyse all current market trends to know that what product is in the priority list
of customers. It helps the organisation to make position in the competitive market. Cadbury
conduct various market researches for deep analysation of market trends and provide better
quality services to their customers according to their requirements and necessities. In COVID-19
pandemic organisation use social media platforms to analyse market closely.
Satisfying needs and demands of customers- Customers plays vital role in success of
every organisation. Customers are king of market so organisation evacuate their needs and
provide them products that are able to satisfy them. Satisfied customers enhance the productivity
as well as profitability of the company. It also enhance the brand value of organisation within the
competitive environment. Cadbury provides wide range of products to satisfy their all
generation's customers(Kannan, 2017). To check their satisfaction level online feedbacks and
complain portals are managed by respective organisation in COVID-19 phase.
Enhance profitability- Marking is the process to analyse all market and customers
desires and facilitate organisation to produce similar products that satisfy the demands of current
as well as potential customers. Organisation launch new products and make innovation in the
existing one to meet all requirements of customers. Effective marketing and promotions helps
Cadbury to increase it's productivity and profitability. Respective organisation use various online
sites and applications to sell their products and enhance their market share.
Cadbury use various marketing functions in their organisation, that facilitates it to
develop strategies after proper analysation of market situations. Marketing help the organisation
to set all marketing objectives for the organisation as well as for the respective customers and
help to attain these goals efficiently. Well defined marketing objectives saves the cost of
organisation by setting target customers, enhance profitability and market share ratio by proving
suitable products to customers that satisfy their needs. Cadbury analyse all market trends and
their products situation in the respective market and facilitate organisation to develop marketing
plans accordingly.
P2 Various roles and responsibilities of marketing relate to organisational context
Marketing is very important for organisation in various context that facilitates it to
complete all demands and needs of customers and make organisation's reputation by providing
quality products and services with the competition. Marketing functions are same for the

business to business concept as well as business to customer concept. In the pandemic of
COVID-19 Cadbury use digital marketing platform, advertisements and internet mediums to
connect with their customers. Various marketing strategies helps respective organisation to
achieve determined goals and objectives.
Marketing process- There are various number of activities include in the process of
marketing that are starts from the initiation stage of a product to its distribution and consumption.
Marketing is necessary at all level of organisation to develop effective strategies by the
analysation of all factors of market. It uses four p's of marketing mix to such as product, price,
place, promotion to implement all strategies ion effective manner, able to retain current
customers and attract new one(Kaur, 2016). Cadbury designs all products according to
customers requirement, ensure that products are available to customers at time, apply various
promotion tools to increase the number of customers. Organisation should appropriate price of
product according the market, so customers can afford that product. Marketing is interrelated
with organisation is various ways that are discussed below:
Marketing and finance- Marketing is interrelated to all financial activities of
organisation because all plans to be done in the defined budget. Finance department allot budget
and cost for brand and product line. Finance staff decided the all funds and cost within the
marketing department to conduct market research and campaigns to identify all factors and
trends. Finance department notifies the marketing department overall cost within all marketing
activities are to be carried. Cadbury' s marketing department should be connected with the
finance department to know about financial position of business, so all marketing strategies as
well as activities are carried out accordingly.
Marketing and operations, production department- Production department is related
to development of new products and operations that are related to the production. Cadbury' s
market department maintain relationship between the production and operation department to
ensure that new product will satisfy customers. Market and production department of respective
organization carries their activities simultaneously to find out the taste of customers and that in
their existing products (Umarxodjaeva, 2020). Marketing department of Cadbury work with
operations department to make sure that all functions are done in systematic manner in order to
achieve all marketing goals and objectives.

Marketing and human resource department- Human resource department main
function is to recruit right candidate at right place with defined budget and work for wale-fare of
employees who are working within organisation. Marketing department of Cabdbury is
somewhere linked with the HR department to appoint suitable candidate at right place on right
time period in the marketing team of organisation. It also ensure that appropriate training and
development programme is conducted that facilitates employees to find out current challenges
that are occur in the market and make them able to solve that problem in effective manner. HR
department of respective organisation provides all performance feedback to marketing
department to evaluate that all goals are targets has been achieved.
P3 Compare different organisations utilize marketing mix to the marketing planning process
( P3 is covered in the power point presentation)
P4 Basic marketing plan for Cadbury
Summary
SMART objectives-
To increase the sales of Cadbury by 25% by launching a new product that is Cadbury noodles in
the existing market.
Swot analyse-
Swot analysis is referred as a framework to evaluate organisation's current competitive
position and help to develop strategic planning. Basically it is the assessment of internal as well
as external factors of organisation. It evaluates all strengths, weakness, opportunities and threats
that are related to the business.
Strengths of Cadbury- Strengths are the internal factor of Cadbury organisation that
facilitates organisation is various ways. Cadbury has very high brand value within the customers
mind and customers are loyal towards organisation. It has very popular and strong marketing and
advertising channels and have a wide range of products offered to customers (Payne, Frow, and
Eggert, 2017) .
Weaknesses of Cadbury- There are some internal limitations are found in every
organisation. In Cadbury has not US rights, rural distribution channel is weak of respective
organisation. Some time there are fault are found in the quality of products. In some instances the
product is recall hampered.

Opportunities of Cadbury- There are various opportunities are raised for Cadbury that
are exist outside the business such as it increase their reach to the rural market areas, competition
in the market boost the profitability and market dominance of Cadbury. Diversification in the
products that are provided by the Cadbury enhance opportunities for organisation.
Threats of Cadbury- Various threats are faced by Cadbury to conduct their business.
These threats are increasing the cost of raw material, inflation conditions also effect the sales of
organisation.
Porters generic (choosing the right strategy)
Differentiation strategy- Cadbury adopts differentiation strategy to develop and launch
new product in the market. It makes their products different and attractive from their competitors
.differentiation is depends upon the nature of industry and requirement of that product in the
market(Rodríguez-Ardura, 2018). Cadbury conduct various researches to develop noddles and
launch them in the market. Organisation ensure that product quality must be good and different
marketing tools are adopted to promote new product in the market. Company evaluates all target
market and customers and then launch product accordingly.
Controlling and motoring- Cadbury organisation appointed a staff to control and monitor
whole process. They instruct and guide employees to perform according to the plan. All
responsibilities should be clear at all level of organisation, so employees are able to know that
what the organization want to achieve. They monitor employees estimated performance to the
actual performance, if there are some variances are found (Rust, 2019). Monitoring guide them
for the corrective actions. This will help the organisation to achieve decided goals and objectives.
Conclusion
As per the report, it can be concluded that marketing plays important role in the business.
It helps the organisation to promote their products and attract customers to purchase.
Organisation use various marketing tools such advertising, promotions and social media channels
to enhance their profitability. Marketing plays various roles that are helpful for the organisation
in success. Marketing mix is the combination of several market elements that facilitate
organisation to develop effective planning. Marketing plan has all respective informations
regarding activities that are executed for development of new product in the competitive market.

REFERENCES
Books and Journals
Gneezy, A., 2017. Field experimentation in marketing research. Journal of Marketing Research.
54(1). pp.140-143.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and beyond.
Journal of services marketing.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Kaur, S., 2016. Social media marketing. Asian Journal of Multidimensional Research (AJMR).
5(4). pp.6-12.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Kotler, P. and et. al. 2017. Marketing for hospitality and tourism.
Kumar, V., 2017. Integrating theory and practice in marketing.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the future.
Journal of services marketing.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science. 45(4). pp.467-489.
Rodríguez-Ardura, I., 2018. Principios y estrategias de marketing. Principios y estrategias de
marketing, pp.1-680.
Rust, R. T., 2019. Outside-in marketing: Why, when and how?. Industrial Marketing
Management.
Umarxodjaeva, M., 2020. Korxonalarda marketing tadqiqotlarini samarali tashkil etish–risklarni
kamaytirish vositasi sifatida. Архив научных исследований. 35.