Cadbury's Marketing Plan: Roles, Marketing Mix, and Strategic Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins by explaining the key roles and responsibilities of the marketing function within an organization and how these relate to the wider organizational context. The report then compares Cadbury's marketing mix (7 P's) with its competitor, Nestle, highlighting differences in pricing, product, place, promotion, people, process, and physical evidence strategies. Furthermore, the report produces and evaluates a basic marketing plan for Cadbury, including an overview of the company, its mission and vision, and specific marketing objectives. It details the application of the STP (Segmentation, Targeting, Positioning) approach, and concludes with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Cadbury to assess its market position and inform its marketing plan implementation. The report emphasizes the importance of a well-defined marketing plan for achieving organizational goals and objectives in the competitive confectionery market.

The Role of
Marketing and
Marketing Plan

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
TASK2.......................................................................................................................................7
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives..................................................7
TASK3.......................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation....................................9
CONCLUSION........................................................................................................................13

INTRODUCTION
Marketing can be defined as an activity within the organisation which is related to
promotion of the products and services of the firm within the market. Include different kind
of tools and techniques related to marketing which are advertisement sales promotion and
merchandising and many more (Ahmed and Rafiq, 2013). Marketing tools helps in
establishing the relationship between customer and organisation so that organisation can
easily sell its product by attracting large number of customers. In relation to the current
report, choosen organisation is Cadbury. It is a British multinational organisation which is
selling its goods and services at global level. The major product of the organisation is
chocolates and allied products. News variety of products within the market which include
Cadbury dairy milk, Cadbury silk, Cadbury 5 star and many more. This current report there is
discussion about the relation between marketing function with other functions
withinorganisation as well as importance of marketing function. There is also a comparison
of Cadbury marketing mix with its main competitor. In the end of this report, there is
discussion about a proper marketing plan which can be adopted by the organisation achieve
its goals and objectives related to marketing.
MAIN BODY
TASK1
P1 Explain the key roles and responsibilities of the marketing function.
Covered in PPT
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Covered in PPT
TASK2
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing Mix (7 P's) of Cadbury and nestle
Basis Cadbury Nestle
Price Cadbury follow the average
pricing policy where it uses
Nestle use differentiation price
strategy where it charge prices

reasonable prices for its
products and services. The
major product of organisation
like five star served under the
low price category to target the
low income group where
company also offer premium
brands and chocolates which
target high income group
individuals (Joshi, 2012).
according to the products and
services offered by the
organisation. Under this
category are determined
different prices for different
products and provide huge
benefits on the purchase of
large amount of product.
Product Product mix of Cadbury is
effective to the organisation
because it of a large number of
products to the customer
which include different kind of
chocolates and beverages.
company is also expanding its
business in cakes and other
products related to chocolates.
These are five stars, éclairs,
Dairy milk silk and many
more.
Nestle also include a large
range of FMCG goods and
services as well as food and
allied products which provide a
wide range to the customer.
This help organisation in
maintaining effective product
mix. These are milkmaid, Bar-
one, kit-Kat and many more.
Place Distribution network of
Cadbury is also strong to the
company where the place mix
helps the organisation in
managing the demands by
categorising the products in
urban and non-urban
categories. It follows direct
distribution channel which
involve low number of
Nestle is operating with the
appropriate distribution
channel which help the form
and distributing its products
and services across the globe
in an appropriate manner by
matching the demands of the
product (Lovelock, 2011). It
follows indirect distribution
channel which involve large

mediators number of mediators.
Physical Evidences Cadbury is operating its
business in large number of
warehouses where it use these
warehouses in different nations
to sab maintain the supply
chain in an effective manner.
Nestle is operating from 1909
which help organisation in
building a proper infrastructure
facilities to its customer where
it owns different kind of cafe
shops as well as in warehouses
for products and services in
different countries.
Promotions Promotion mix of Cadbury is
also effective because it used
different kind of strategy to
promote its products and
services within the target
market. Company use effective
advertising strategy like mass
campaign where it advertises
production services in the local
area according to the
geographical location and
preference of customer.
Nestle use a mixed promotion
strategy where it use both
advertisement, sale promotion.
techniques related to
promotion to attract the
customer towards the products
and services.
People people include employees of
the organisation which are the
essential part of the Cadbury
where organisation used to
conduct a proper training and
development sessions for its
employee to achieve the
business objectives and make
them favourable to the
competitive environment
Always focus on its people
where it used to conduct
effective training programs for
increasing the skills and
knowledge of employees when
achieving a competitive edge
in the market as compared to
its competitors.

(opolšek and Čurin, 2012)
Process  technology is important
part within the Cadbury
where it follow a
proper and well-
defined processes
within different
functions to achieve the
goals and objectives
and bringing
smoothness in working
of the organisation.
Increase the
expenditure on sales
promotion of five non
premium chocolates of
the organization in
global market
especially in Asian
region.
 Nestle process is to
minimise the wastage
of resources which also
facilitate firm in getting
cost advantage as low
wastage will lead in
cost reduction of firm
which is important in
today’s business for
gaining competitive
advantage. Increase the
expenditure on sales
promotion of five non
premium chocolates of
the organization in
global market
especially in Asian
region.
TASK3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan: Marketing plan can we define a set of activities which will be used
by the organisation and promotion of goods and services within the market to achieve its
objectives in the target market. Marketing plan is essential for the organisation to achieve its
goals and objectives within the market and perform at function in an effective manner. It
consists of various activities related to promotion of goods and services. These activities are
consists of all the qualities of the organisation by using a proper framework. Using
appropriate marketing plan will help the Cadbury in managing the performance of individuals
as well as allocation of roles and responsibility to each and every individual in the field of

marketing. It Also enable organisation to formulate a proper strategy which can be used for
long period of time by arranging the resources in an appropriate manner.
Overview of company
Cadbury is a British multinational organisation which is famous for its products and
services related to chocolates and beverages with the global market. The main products of the
organisation are silk Oreo, Cadbury 5 star, temptation, dark chocolates and many others.
Organisation proper research and development in the field of chocolates where it can provide
quality products to the customers.
Mission: The mission of Cadbury is “To serve the customer with delicious and tasty
chocolate and confectionery items which can satisfy the needs and requirements by fulfilling
all the quality standards and development of organisation image"
Vision: The vision of Cadbury is “To increase the standard of living of the common people
within the area where the organisation is working as well as different aspects of world"
Marketing objectives:
Cadbury has different kind of marketing objective which are mentioned below
 To increase the sales by 20% within the next six months of the premium Cadbury
chocolates within the target market
 Increase the expenditure on sales promotion of five non premium chocolates of the
organization in global market especially in Asian region.
In relation to implementation of these objective organisation can use STP approach
which is related to to implementation of of marketing plan in an appropriate manner to
achieve the objectives in timely manner. A detailed discussion on STP approach is mentioned
below:
STP approach
It can be defined as an approach which is used by the organisation to implement its
marketing strategy within the market for achieving the goals and objectives related to
marketing of the product and attracting the customer throughout the organisation. This
strategy include three kinds of function which are segmenting targeting and positioning of the
product. In relation to Cadbury, STP approach used by the firm is discussed below:

Segmentation: Segmentation can be defined as a process where organization tries to
segment the market according to the resources available to the firm as well as the products
and services of the firm (Rossi, Allenby and McCulloch, 2012). In relation to Cadbury,
organization wills also use segmentation for implementing the marketing strategies.
Organisation will divide its market in demographic psychographic lifestyle beliefs and values
which are discussed below:
 Demographic segmentation: Under demographic segmentation, Cadbury will use to
divide its market according to age gender income and education of the individuals.
Cadbury is a confectionery company so it will target the age group between 10 to 40
where both male and female will be covered. Organisational target medium and high
class group of income where it will also used proper educated group.
 Psychographic: under psychographic segmentation of market the Cadbury will focus
on personality and emotion based behavior of customers which is linked to the
purchase or lease choice and includes attitude lifestyle hobbies and risk aviation
factors of customer. Organization is dealing with confectionery business where there
is no involvement of high prices which can affect the decision-making ability of
customers organization will focus on hobbies and lifestyle of customers according to
the geographical locations (Silberschatz, Galvin and Gagne, 2014).
Targeting: Under the stage of targeting customer, organization has to decide the
different means of targeting the customer where it can divide the market according to the
size, difference, money and ccessibility. In context of Cadbury, organisation will also divide
its market according to size difference money and accessibility where it will target the larger
market so that it can achieve the benefits related to large scale production as well as easily its
products within the larger market. This is favorable to the organisation because organisation
is operating a large retail chain within the market where it can easily circulate the products
and services all over the world and it provide benefits to the organisation and targeting glass
market.
Positioning: Positioning is the last step in this process of STP approach where
organisation has to position its product by mapping and discussing variables within the
segmentation and targeting steps. It is a stage which provide competitive as to the
organisation by positioning the products in an appropriate manner. Positioning is component
of branding which will help the organization in attracting the customers and position the

product within the target market into the customer which it's selected and segmented in
previous stages (Silve, 2012) It can be evaluated, STP approach to the organisational
performance as well as implementation of marketing plan by dividing the market in small
points and achieve in a competitive by managing the markets. This facility at increased
productivity while implementing a proper strategy and achieving the goals and objectives.
SWOT analysis of Cadbury
Cadburys is world's best organization confectionery which provide wide range of
products and services to its customer for satisfying their needs and requirements at different
geographical locations including Europe Asian markets Australia North America and many
more. Where is the swot analysis of organisation which include identification of strengths
weaknesses opportunities and threats in relation to implementation of marketing plan.
Strength
 The major strength of organization is it’s from brand image which help the
organisation in achieving its objectives within its target markets. Strong brand image
also help the organisation in shaping the mind of customers and maintaining
customers for a longer period of time.
 Global presence is also strength of the organisation which helped Cadbury in
increasing its operations from one nation to another. In the current time it is operating
in more than 50 countries with a reputed market.
Weakness
 Single product line: Cadbury is continuously launching its new product under the
single brand name which impacting on the organisation negatively. Because company
has a variety of products and services but by using the single brand name organisation
is lacking in presenting the information about its different products.
Opportunities
 The major opportunity in front of Cadbury is that organisation in use emerging
markets for expanding its business in other countries. You can also use joint ventures
and type with small scale organisations and local utilities within the countries and
emerging markets to increase the market of the organisation and grab the opportunity
is a global expansion.

Threat
In relation to Cadbury, major threat in front of organisation is related to
implementation of sugar tax. This is because, different countries and governments within the
countries like UK is implementing a separate sugar test on the products and chocolate offered
by the organisation to curb the conception of chocolates and sugar.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 19000
Monitoring and feedback
It is the important stage with the marketing plan which is related to monitoring the
performance of the marketing team while implementing the marketing function on the
organisation (William and Zikmund, 2012). In relation to Cadbury, marketing manager has to
review and monitor all the performance of the marketing team while implementing SWOT
analysis as well as identification of internal environment of the organisation to implement
marketing strategy and achieving the goals and objectives related to marketing.

CONCLUSION
It can be concluded from the above that there are various functions which has to be
performed by the marketing department in relation to the other department of the organisation
for maintaining a cooperative and collective working environment. These roles and
responsibilities of marketing department help the organisation in achieving its objectives and
maintaining its position within the market. It can also concluded, marketing function is
associated with the marketing piece which are helpful to the organisation in achieving its
objectives. The proper marketing plan is that which will help in identification of opportunity
and using resources in an appropriate manner by proper monitoring in control.

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