Cadbury's Marketing Essentials: Analysis, Strategy, and Implementation

This report provides a comprehensive analysis of Cadbury's marketing essentials, covering various aspects such as the role of marketing, the marketing mix, and marketing planning. It begins with an overview of Cadbury's business idea and analyzes current trends influencing the business, followed by a discussion of the roles of the marketing function and its interrelationship with other functional units. The report evaluates the marketing planning process, the importance of marketing strategy, and different tactics applied by the organization for attaining business objectives. It also includes an extended marketing mix comparison with competitors like Nestle. Furthermore, the report evaluates the target market using an STP strategy, designs a strategic marketing implementation plan for an advertising campaign, and proposes a promotional budget using the objective task method. Finally, it evaluates control and evaluation techniques to monitor the effectiveness of the marketing plan. This document is available on Desklib, a platform offering a range of study tools and resources for students.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................1
Section 1: The role of marketing ................................................................................................1
1. Overview of business idea and analyses current trend that influences a business..................1
2. Roles of marketing function....................................................................................................2
3. Analyse significance of interrelationship between marketing and other functional units of
company......................................................................................................................................3
Section 2: The marketing mix.....................................................................................................4
1. Evaluate the marketing planning process and the importance of marketing strategy to the
success of a start-up business......................................................................................................4
2. Evaluate different tactics applied by organization for attaining business objectives..............5
3. Extended marketing mix and compare with closet competitors.............................................5
Section 3: Marketing Planning....................................................................................................8
1. Evaluate target market by producing STP strategy ( including the creation of customer
profile, targeting strategy rationale and perceptual map with the competitive positioning). .....8
2. Design strategic marketing implementation plan for advertising campaign that tactically
applies use of 7 Ps to attain marketing objectives ....................................................................10
3. Design promotional budget by using objective task method................................................11
4. Evaluate the control and evaluation techniques at your disposal, in order to monitor the
effectiveness of marketing plan. .............................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing defines as a process that start right after the designing of a good and services,
production of offerings etc. to gaining sales and delivery. Marketing essential is a crucial concept
that is useful to understood the sales techniques within marketing. It is wider scope that involves
marketing functions, selling techniques, publicity, emphasis on marketing mix dimensions etc.
that are significant concept of marketing (Kim and Lee, 2020). To complete this report Cadbury
is a leading British multinational confectionery company in UK that deals in international
market. The company was founded on 1824 where they sold variety of confectionery products to
customers. Further is also involves comparison of Cadbury with their competitor present within
the marketplace that helps in developing tactics strategies so that targets are attained effectively.
At last it includes the basic marketing plan so that overall objective of business is to be attained
successfully.
Section 1: The role of marketing
1. Overview of business idea and analyses current trend that influences a business
Cadbury is a leading British multinational confectionery organization that serve their
presence in global market. This company is founded by Mondelez international that is situated in
London, England. Cadbury is going to introduce a new product that is Cadbury noodles in
market. Main purpose of this business idea is to increase market share. There are various trend
that may impact business plan of respective company. These trend are discussed below;
Marketing refers to an activity and processes for creating, exchanging, delivering and offering
the value of customers, society and partners on large scale. It is a place where two parties are
gathered together to facilitate the exchange the goods and services.
Current trends
There are various trends that are currently followed by organization to market products
effectively.
• These trends includes personalized recommendation, video context, Using Facebook and
Instagram advisement (Anderson and Anderson, 2020).
• In this using of video advertisements, social media, Cadbury advertise their products so
that customer engagement is enhanced. Personalized communication is also used by
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Cadbury as it helps company to understand the customer demands so that they offer
product to them effectively. Hence, it benefits the company sales and revenues.
Future Trends
There are several future trends of marketing that helps organization to sustain and attract
large base of customers. These trends are not much trendy currently but it helps businesses in
lead the market in upcoming years (Dekhili, ed., 2022). These future trends are Beacon
technology, live chats and many more. However, there are various companies who operate in
international and domestic level adopts the use of live chats to advertise and understand demands
of customers on global level within 2021. Further using Beacon technology helps Cadbury in
attract and target the customers at retail stores by providing them path so that customers easily
find the shop. This helps Cadbury to attract potential customers so that high profits are attained.
2. Roles of marketing function
There are distinct roles and responsibilities of marketing functions that are performed
within Cadbury are presented below:
• Develop market strategy- In order to reach set objectives it is crucial for company to
implement right strategy of market. It is a responsibility of marketing function within
organization to formulate the strategies to develop market so that more profitable results
are attained by company (Koksal and et. al., 2022). In context of Cadbury, marketing
department function this responsibility to attracts customers by creating awareness about
the product and services. Hence, it positively impact on profitability of business.
• Recognizing customer needs- It is another essential role of marketing function where
organization emphasis on examine needs and requirements of customers in proper
manner (Li, Swaminathan and Kim, 2021). Hence, it offer benefit to Cadbury where they
offer right product to customers. Within this, satisfaction level of customers would be
increased and firm productivity is increased. If this function of marketing is not
performed accurately and systematically that it results to failure in marketplace.
• Coordination and Supervision while performing business activities- It is one of the
best role of marketing manager where they perform the task of developing coordination
and supervision within distinct business activities such as packaging, transportation,
purchase, sales promotion etc. Therefore, it help Cadbury in maximizing the profit
market while satisfying customers.
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• Analyze potential market- To enhance sales and profitability within company,
marketing manager of Cadbury emphasis on examine potential markets and customers.
Therefore, examine the correct market to attract customers helps in increasing market
share effectively and efficiently.
3. Analyse significance of interrelationship between marketing and other functional units of
company
In order to enjoy profitable targets effectively, different departments within business perform
task in coordination with marketing department (Kyriakou and Tsogas, 2022). Therefore it
helps Cadbury to perform their business operations with full efficiency. Interrelation between
marketing and other departments of Cadbury are presented below:
• Marketing and finance department- This aspect is focused on managing the funds and
monetary resource of business. In this finance department is working for preparing and
allocating budget so that no extra cost is spend while performing the task. Marketing
department helps finance unit by identifying potential investors so that shortage of funds
is not to be faced (Kemper, Ballantine and Hall, 2020). Hence, to perform the business
operations in accurate manner marketing department needs capital and appropriate budget
i.e. allocated by finance team so that work done effectively. If finance department does
not offer proper budget to marketing department that Cadbury does not perform their
business activities effectively.
• Marketing and human resource department- In HR unit perform the role of recruiting
right person on right place whereas marketing department of Cadbury works effectively
with this department to ensure that company got skilled and innovative talent where HR
department welcome creative ideas. In this Marketing department attract creative
employees by using unique promotional tactics where they present the company culture
and objectives so that HR department perform their task appropriately. Hence it develops
high revenues of company.
Analyze roles and responsibilities of marketing in marketing environment context
Cadbury marketing manger perform the roles and responsibility in wider market environment
aspect so that high growth is gained by company in their long term survival:
• Monitor marketing environment- This role is very prominent that is performed by
Cadbury manager to develop their existence in marketing environment because it offers
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constructive response for product and service of company. This development would be
done by recognizing the socioeconomic forces, internal and external changes of market,
political and legal changes etc.
• Market segment- In recent era of globalization market is developed due to which
organizations needs proper segmentation that are provided by marketing (Nian and
Sundararajan, 2022). In this marketing manager of Cadbury works on identify the
customers on international market so that they offer goods and services in appropriate
manner.
In order to attain overall target and goals by Cadbury in appropriate manner, it is significant that
each and every department work in coordination and in corporate manner. Therefore
interrelationship between departments effective to communicate properly among employees so
that productive results are attained by company in considerable manner. However, interrelation
among the different units of Cadbury helps manager of every department to develop and
implement strategies in proper manner (Primo, Gil-Saura and Frasquet-Deltoro, 2020). Due to
effective interrelationship activities are performed appropriately. In Cadbury several departments
are work together with market departments such as finance, human resource so that issue related
to mismanagement is to be eliminated. This helps company to gain profitable results and also
helps in gaining competitive advantage within marketplace.
Section 2: The marketing mix
1. Evaluate the marketing planning process and the importance of marketing strategy to the
success of a start-up business.
Marketing planning is defined as role and responsibility of the marketing executive in such a
manner that company become able to accomplish their goals. Marketing planning process is
considered as a systematic approach to developing marketing strategies, goals and
implementation tactics. For the success of a start up business marketing is very significant, its
importance are mentioned below:
 Spread awareness- A good marketing help the company to put their product and
services in front of the customer's mind (Patwary and et. al. 2022). It also help a business
to establish their brand and make them first option to turn when in need of a particular
product.
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 Help to gain and retain customers- One company's brand has built a solid foundation
and made its name, marketing will enable the firm to retain its customer and also create
solid following of the loyal customers (Tezer, Bodur and Grohmann, 2022).
 Enhance company's reputation- Any success company accomplish with its business
will rely heavily on having a trustworthy and strong reputation. Company's marketing
will build a brand name recognition, and as it reputation grows so to will its business and
sales.
2. Evaluate different tactics applied by organization for attaining business objectives
From above information of marketing mix Cadbury understood its correct position in
marketplace and areas where they need improvements. Therefore company adopts the bundle
pricing in which they offer varieties of products to customers on discount and offers as bundles.
In this company need to ensures that their products are available at every retail and supermarket
store so that wide purchase of offerings is to be done (Charlesworth, 2020). Cadbury need to
become popular for strong sales and marketing network because products are easily accessible to
users at different location on international basis. It helps in attaining business objectives
prominently.
3. Extended marketing mix and compare with closet competitors.
Marketing mix refers to a tool that is based on seven elements which are mainly used by
company on order to produce or sell the products on wide level. These elements helps Cadbury
to evaluate their current performance within market effectively (Pike, 2020). By using marketing
elements Cadbury do comparison with other company such as Nestle so they they develop tactics
to improve profitabuility and growth in marketplace. Comparison of Cadbury and Nestle are
demonstrated below by using 7 Ps of marketing mix:
BASIS CADBURY NESTLE
Product Cadbury is a leading UK based
company that work globally.
Company provide wide range of
standard products to customers such
as Cadbury Bournville, Dairy milk,
Nestle is a Swiss based company
that offer varieties of products
such as beverages, milk
products, cooking aides,
chocolates etc. The main items
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Caramel, Oreo, perk, bournvita,
Bytes, Fruit sundae etc. The main
product of Cadbury is Dairy milk
due to which company regain
popularity in international market.
that Nestle offers is Nescafe,
Nestea, Maggie noodles, Maggie
Pasta, Kitkat etc. Hence, to
compete Cadbury leadings I.e.
Bournville or Dairy milk, Nestle
offer Alpino (Cooper, 2020).
Price Cadbury set the prices of their
products as per quality range of
products. Such as for Bournville
they offer high price where they
target elite people. Whereas for perk,
Eclairs, Five Star they follow
competitive pricing strategy where
they charges as per rival to attracts
large base of customers.
Nestle set their price of products
as per individual products, such
as for Nescafe and Maggie
company adopts skimming price
to attracts large base of
customers as these products of
nestle are attractive because of
quality. For other products they
adopts economic pricing strategy
Munch etc. to attract maximum
number of customers effectively.
Place Recently company operate in around
200+ countries mainly in Asia,
European, America continent etc.
and Cadbury sell their products
online where every customer reach
in all over the globe. This developed
company visibility and customer
base in global market due to high
appreciable channel of distribution.
Nestle operate at global level and
their products are easily avail at
superstores, retail shops and in
urban and rural areas. This have
forms of distribution such as
retailers or online stores where
they attracts large base of
customers on global level.
Promotion Cadbury offer several promotional
strategy to advertise their products.
As they adopts the use of
newspaper, tevelvision, use of
Nestle is a leading company that
promote their products using
traditional or modern marketing
where they adopts the use of
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internet where number of people
spend most of their time and this is
beneficial for company to maximise
sales (Proctor, 2020).
Billboards, social media tools
(Facebook, Instagram etc.) to
attracts and create awareness in
the eyes of customers about
products.
People Cadbury highly emphasis on the
development of workforce by
offering proper training to
employees so that they achive the
goals proficiently. It is essential for
Cadbury to attract customers and
solving their issues frequently. This
also helps in develops customer
loyal towards company. By offering
training to employees they feel
comfortable and satisfied and
performed task effectively.
Nestle treat their workers and
customers on priority basis. As
they ensure that demands of
customers is fulfilled on
preference basis so that customer
level of satisfaction is high. For
this they offer proper training
session to employees using
coaching and mentoring so that
they deliver best product and
service to gain profits for
company success.
Process Cadbury adopts various process to
deliver the products to customers on
appropriate basis. To deliver
products company emphasis on their
operational process where they has
stores and warehouses at prime
location. Company also update their
production or manufacturing process
by updating machines so that quality
of products are generated.
Nestle also adopts online
process to deliver the products to
customers where, users order the
product online and it is delivered
to customers in effective manner.
Thus company also ise advanced
production and manufacturing
machines to manufactured the
product timely and efficiently.
Physical evidence The Physical evidence of Cadbury is
their packaging of products that is
easily identified by customers in a
The main physical evidence of
Nestle is the official website and
attractive packaging of products
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crowd. It helps in attracting and
maintaining loyal customers
prominently.
due to which customers easily
recognised the products of
customers at a superstore.
Section 3: Marketing Planning
1. Evaluate target market by producing STP strategy ( including the creation of customer
profile, targeting strategy rationale and perceptual map with the competitive positioning).
Marketing plan is presented as a operational and formal document that outlines several
promotional strategy of company (Tzempelikos, 2022). This benefits the business firm in
attaining the targets and customers attraction so that high profitable results are enjoyed by
company. With the use of marketing plan, Cadbury is able to focus on take strategic decisions
related to launch of new product enter into the market. It also help in segmenting, targeting and
positioning themselves in an appropriate manner.
Executive summary
At present Cadbury operate in around 40+ countries and famous for their effective range
of products such as Dairy Milk, Bournville, cream egg etc. Now to enhance their market share
Cadbury emphasis on introducing the Cadbury noodles so that they capture the large share in
marketplace (Xu and Gao, 2021). For this organization develop marketing plan so that high sales
and revenue can be earned that is crucial to lead the confectionery global market.
Vision
The vision of Cadbury is to work together to create a brand that people love. On this
vision company is working for attracting large base of customers effectively and efficiently.
Mission
The mission statement of Cadbury is based on offering quality products and to maintain
reputation they offer quality; as Cadbury commitment is to continuous improvement will ensure
that company fulfill their promise.
Objectives
Business objectives helps organization in deciding what company want to attain. SMART
objectives in terms of Cadbury are presented below:
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 Specific- Cadbury is plan to develop their sales around 30% by introducing Cadbury
noodles.
 Measurable- In this Cadbury measure their performance using Bench marking technique
so that their sales would be enhanced.
 Attainable- To attain the objective of launching Cadbury Noodles in marketplace
company need to employees skilled workforce and for this they follow participate
leadership style to guide workers (Seebacher, 2021).
 Relevant- To develop sales Cadbury plan to increase market share by 15%.
 Time bound- The estimated time for attaining the goal is around 5 months.
Swot analysis
It is a strategic tool that help Cadbury to assess strength, threats, weaknesses and
opportunities in proper manner. By this company give tough competition to their rival.
Strength Weaknesses
 Strong brand loyalty of Cadbury is one
of the major strength. It is developed
because they offer premium and
economic price products to customers.
Although company have reowned
market leader in chocolates as they
have an effective distribution channel
in 40+ countries.
 The major weakness of Cadbury is
developing controversies related to
worm and cockroaches in the products
because of this customers lose their
trust on company.
Opportunities Threats
 Emphasis on Online market is an
effective opportunity for Cadbury due
to which high base of customers are
attracted towards it within small period
of time.
 More competitors are present in market
such as Mars, Nestle etc.
STP
 Segmentation- There are various ways by which company segment their customers in
various manner such as demographic, geographical, psychological and behavioral
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segmentation (Mintz, Gilbride, Lenk and Currim, 2021). In terms of Cadbury,
organization segment people in terms of demographic basis mainly on age and income
basis.
 Targeting- Cadbury is mainly emphasis on targeting the people on the basis of age
factor. Targeted customers of company are mainly from above 8 years to 40 years. This is
done so because these age groups people are highly interested to eat confectionery
products.
 Positioning- In order to maintain the position on global level Cadbury emphasis on
advertise their product using social media and campaigning for launching Cadbury
Noodles. To develop position of Noodles Cadbury deliver free samples to customers so
that they know about the new product in a better manner.
2. Design strategic marketing implementation plan for advertising campaign that tactically
applies use of 7 Ps to attain marketing objectives
In order to maintain and analyse the performance of new launching in marketplace,
marketing mix is presented so that company attain their objectives effectively and efficiently:
 Product- Company introduced new product within marketplace i.e. Cadbury noodles for
generating high revenues.
 Price- For deliver the Cadbury Noodles, company decide to rate their product on low
pricing strategy so that number of customers are attracted towards and buy the same
(Purohit, Paul and Mishra, 2021).
 Place- This particular product is available offline on all stores and also on online market
so tat large base of customers buy's it.
 Promotion- In terms of Cadbury, company is going to offer free samples to customers as
it helps in promote the products and attracts customers towards it. Further company also
use innovative social media advertisement so that large base of customers are attracted
towards it.
 People- To launch Cadbury Noodles, Manager emphasis on offering training and
development sessions to employees so that production of Noodles done in proper manner.
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