Cadbury Marketing Report: Essentials, Mix, and Strategy Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing marketing processes, elements, and the roles and responsibilities of marketing managers. It delves into the impact and interrelation of marketing with other organizational departments, emphasizing its significance within the company. The report presents a detailed marketing plan for Cadbury, including a comparative analysis of its marketing mix elements with those of Mars, a major competitor. The study examines product, price, promotion, and place strategies, highlighting Cadbury's approach to market segmentation, pricing, and promotional activities. Furthermore, the report explores the distribution channels and promotional techniques employed by Cadbury to enhance its market presence and customer engagement. The report also provides insights into the importance of marketing for business success and competitiveness. The report concludes with a concise overview of the key findings and recommendations for Cadbury's marketing endeavors.

UNIT 2. MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
LO 1 ................................................................................................................................................1
Marketing processes and its elements.........................................................................................1
Roles and responsibilities of marketing manager of Cadbury ...................................................2
Impact and interrelation of marketing with other departments of organisation .........................3
Significance of marketing within organisation ..........................................................................4
LO 2 ................................................................................................................................................4
Marketing mix elements .............................................................................................................4
Marketing mix comparison between Cadbury and Mars ...........................................................5
LO 3 ................................................................................................................................................9
Marketing plan for Cadbury........................................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is defined as the management approach which helps organisations to identify,
anticipate and satisfy the requirements of their customers in alignment with their profitability
goals. The current marketing trends are based upon directly interacting with customers though
digital technologies and by providing them services at their doors. The organisations are focusing
on strategies which allows them to deliver their services to consumers within quick instant of
time and without need to go outside their homes (Lusch and Vargo, 2014). These trends are
rapidly improving and are focusing to provide more personalize services in the future. The future
trends of marketing will also aim at ensuring product availability at every place irrespective of
geographical boundaries.
The report will analyse the impact of marketing on performance of organisation and its
interdependency on other functional units of organisation. It will provide a marketing plan for
Cadbury which is the second largest confectionery brand after Mars incorporated. The study will
also provide comparative analysis of organisation based on marketing mix elements.
LO 1
Marketing processes and its elements
In order to meet the needs of customers and to deliver the required services Cadbury
follows the sequential process of marketing. At first the organisation analyses the market and
opportunities in which Cadbury can deliver its services with profits. For analysis purpose the
organisation evaluates both macro and micro environment factors and tools like SWOT analysis,
PESTLE and 5C analysis. When organisation successfully identify the opportunity, it creates a
strategic plan by segmentation, targeting and positioning concepts so that marketing mix related
decisions can be implemented (The Role of Marketing in Organizations, 2014).
The promotional and implementation strategies used by Cadbury are based upon above
mentioned analysis. In the final stage of marketing process the organisation control and monitor
its strategies and bring improvements or changes as per the changing demand of target audience.
The various elements of marketing involve the elements like price, product specification and
parameters related to distribution and supply of services.
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(Source: What is the definition of strategic marketing?, 2018)
Roles and responsibilities of marketing manager of Cadbury
Marketing managers of Cadbury plays a key role of implementing marketing functions of
organisation. For effectively applying marketing strategies into practice the managers ensure that
analytical and communication skills are extensively used (Why marketing is so important, 2016).
Marketing manager organises market research so that organisation can discover the
opportunities. It is the responsibility of manager to coordinate and guide other team members so
that appropriate strategies can be developed and implemented for achieving the profit goals of
organisation. In Cadbury marketing managers also performs the role of employee and customer
management. They identify the skills and abilities of team members and assign duties so that
business activities can be accomplished.
The managers also conduct surveys for analysing the customer satisfaction for services
and how organisation can retain consumers for long term. During the situation of risk
management, the marketing managers cooperate with other functional departments to evaluate
the solution for dealing with the crisis (Dinnie, 2015). The marketing manager of organisation
also ensures that promotional strategies used by the organisation are highly efficient and
influences the buying nature of its consumers.
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Illustration 1: Marketing process

One of the significant duties of Cadbury marketing manager is that these executives
regularly monitors the market trends and strategies of competitive organisation. From their
observation they provide potent recommendations which can help organisation to overcome the
performance of their competitors and to build new customer segments. If marketing managers
are not efficient enough then organisation will not be able to achieve its marketing goals and it
will be almost impossible for organisation to change the business practices according to demand
of market trends and consumer requirements (Babin and Zikmund, 2015).
Impact and interrelation of marketing with other departments of organisation
The marketing functions greatly affects the performance and operational activities of
other functional units of Cadbury. The impact on key departments is as follows:
Accounts and finance department: The promotional strategies of marketing team must be in
alignment of budget sanctioned for the department. The finance department also keep track of
the records or purchase in response to a particular marketing strategy. The interrelation helps
organisation to have a control over its operational cost as well as to analyse the benefits or sales
analysis due to implemented marketing strategy.
Operational department: The operational activities of Cadbury must be in alignment with the
marketing team. The product specifications and distribution must be in accordance with
marketing plan of company (Helm and Gritsch, 2014). It requires coordination between both
divisions so that organisation can accomplish its business activities with maximum efficiency
and accuracy.
Information technology (IT) department: The current marketing strategies of Cadbury are
highly dependent on digital technologies such as social media marketing and online system for
bookings and order management. It requires cooperation and support from IT department
otherwise company will not be able to use technology as success tool and will lag behind others.
Customer management department: Marketing functions are aimed at retaining and creating
customers. Thus, for identifying the needs, issues and expectations of customers marketing teams
interacts regularly with customer management team so that marketing plans can be applied in
correct direction. This interaction helps organisation to understand the behaviour of consumers
and to meet their expectation without compromising their profits (Barrett and Weinstein, 2015).
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Significance of marketing within organisation
Marketing plays an important role in success of Cadbury. Without efficiency marketing
plan organisations are unable to achieve their sales target.
 Marketing informs consumers about the products and policies of organisation. Thus, if
Cadbury is well known name among customers then its credit can be given to its
marketing strategies and functions.
 Marketing approaches helps organisation to sustain its position among competitors. With
globalisation and digital tools companies are getting vast opportunities for growth (Phan
and Vu, 2015). If Cadbury will not focus on its marketing approaches, then it may vanish
completely from the market and will be soon replaced by other organisations.
 The marketing role also defines operational ways which can reduce the cost and can
make business process more beneficial. For example, marketing team of Cadbury create
awareness among people by using social media which is more effective than directly
approaching people in different countries.
 Marketing provides an opportunity to organisation to discover new markets and
customers. In the absence of marketing Cadbury will only limit to a small region and will
not be able to retain its dominant position in confectionery sector.
LO 2
Marketing mix elements
It can be defined as the set of factors which are controllable by the organisation and can
affect the purchase decision or marketing strategies of organisation. The improvements and
changes in these elements can force customers to change their buying decision (Khan, 2014).
These elements include factors such as products, price, promotional methods, place, target
audience and processes involved in marketing. It helps Cadbury to achieve its marketing goals
with accurate projection of planning.
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Source: (Elements of Retail Marketing Mix (7Ps), 2016)
Marketing mix comparison between Cadbury and Mars
Mars incorporate, and Cadbury are the leading giants in confectionery industry. The
marketing mix analysis of both the organisations is given below:
Marketing mix
element
Cadbury Mars
Product The organisation offers a wide range
of products like chocolates, biscuits
and beverages. The products are based
The leading confectionery Mars also
offers variety of products similar to
Cadbury but has great variety in its
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Illustration 2: Marketing mix elements

on demographic locations as well as
season. For instance, some chocolates
are introduced during Christmas or
New year only. To increase market,
share the company is also expanding
business to ice cream and desserts. For
targeting more buyers Cadbury
provides products for each age group
and diversified choices.
products. Along with this the
organisation also have diversified
service range of pet care. The brand
value of organisation helps company
to lead in all its service sectors
(Huang and Sarigöllü, 2014). The
organisation also conduct research
program 'Symbioscience' for
bringing innovations in food and
preservation of cocoa. Cadbury can
also conduct such research to
increase its products range.
Price Cadbury adopts different pricing
strategies for achieving its marketing
objectives. For example, for products
like Cadbury silk and Oreo biscuit the
prices are higher and skimming
pricing is followed with aim that
people will pay high for new design.
On the other hand to address the
public the organisation offers
economic and bundle pricing methods
which attracts customers to buy
products due to cost related benefits.
Contrary to Cadbury, Mars follows
mid-premium method for pricing.
The product range of company is
highly diversified thus prices are
also determined by production,
distribution and marketing
environment. With this pricing
strategy organisation is able to lead
Cadbury with quality services at
reasonable cost.
Promotion The organisation uses effective ways
to promote its products. Along with
online marketing it uses attractive tag
lines which are based on the culture of
festivals of its operating country. It
helps Cadbury to create emotional
Organisation presents its products as
healthy and full of energy so that
more buyers show interest in
products. For online promotion
Mars use social media and website
which describe the principles and
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bond with customers for increasing its
sales. Along with this organisation
also uses brand ambassadors which
promotes its products and encourages
customers to buy its products. Another
popular method used by Cadbury for
promotion is its active involvement in
sponsorship of cultural and sports
events. For instance, the beverage
product of organisation Bournvita can
be easily observed as a sponsor in
cricket tournaments. It helps
organisation to present its product
among viewers who are followers of
cricket. Similarly, the emotional bond
development by customizing products
according to the culture of nation is
also one of the significant methods of
promotion (Helm and Gritsch, 2014).
actions of organisation (Phan and
Vu, 2015). On the other hand, for
offline modes it uses TV,
newspapers and advertisements.
Place The organisation has robust channel
for distribution and its product can be
found easily at every location. The
easy access to products of Cadbury
has made it possible that organisation
is well known brand and has huge
customer support. For expanding
business organisation can also
collaborate with retailers as done by
Mars.
Mars also have effective distribution
channel but one of the key attracting
features of its place element is that it
does not have headquartered in any
single country. Thus, headquarters
in different countries help
organisation to understand the
cultural and demographic
differences and thus to provide more
efficient services. Along with the
distributors the organisation also has
collaboration with leading retailers
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in each country.
People Cadbury put great efforts to identify
the needs of its people or customers.
For instance, organisation uses
attractive packaging on festivals for its
products so that people can use them
for giving each other (Lusch and
Vargo, 2014). The regular innovation
as per the needs of its target audience
help Cadbury to sustain its position in
the market. Organisation also works
seriously on feedbacks and its human
resources for improving the quality of
services.
Mars incorporate provides regular
training sessions and research
facilities so that they can bring
innovations in the services.
Marketing professionals in
organisation are trained to develop
strategies which targets the choice
of customers and must be in line
with brand value of Mars.
Process Cadbury has well managed process
flow for assuring the availability of its
products to its customers.
Organisation pay attention to
packaging, modes of distribution and
customers relations to achieve its
business objectives (Datta, Ailawadi
and van Heerde, 2017).
The information technology and
R&D department both are actively
involved to make the marketing and
business process highly efficient.
The online services provide easy
user interface to consumers. Mars
also focus specific attention to the
design of its products so that they
can influence and impress the
consumers.
Physical evidence To increase the physical evidence in
market Cadbury leaves no stone
unturned to attract customers. The
attractive discounts, tag lines,
packaging’s and quality of service
make it possible for organisation that
The organisation is known as the
leading brand especially for
chocolates. Its physical evidences
can be analysed by its higher brand
value, collaboration with giant
retailers in different countries and
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brand has become a popular and
common name for chocolates and
other products.
higher market share.
LO 3
Marketing plan for Cadbury
Objective: The aim of Cadbury marketing plan is to enhance the market share of organisation in
food and confectionery product range. The organisation also wants to increase product diversity
so that it can increase its sales and can build customers in every corner of world.
Situational analysis: This analysis will help Cadbury to explore the development opportunities
in market by market evaluation. It includes following elements:
A. SWOT Analysis :
Strength Strong brand name, Innovations in products and services, efficient
promotional strategies
Weakness Product quality issues are highlighted at grand level which affects the entire
brand name.
Opportunities Cadbury can bring diverse product range for exploring new market segments
which are still not under dominance regions of organisation.
Threats Inflation, increasing operational cost, emergence of new competitors which
provides more nutritional products than Cadbury.
B. Competitive analysis:
Cadbury faces tough competition from Mars, Nestle and Hershey. The other
organisations give tough competition to Cadbury based on innovation and wider product range.
The nutritional value in products also make Cadbury to lag some brands and inability to reach
audience which is health conscious.
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C. Impact of external environment
The performance and strategies of Cadbury are dependent on external environment
factors. It is essential for the company to analyse these external factors so that it can achieve its
goals without any barriers. The external factors affecting the performance of organisation can
be analysed by using PESTLE analysis.
PESTLE analysis of Cadbury:
Political factors: In order to manage the operational activities Cadbury must consider the
political factors such as legal system and regulations in different countries. It will help company
to operate without any functional difficulties.
Economic: The organisation is providing its services in most of the parts of world. Thus, for
achieving its profit related goals company must keep its prices and operational cost as per the
economic stability and taxation system of the country. The negligence to this factor can cause
financial loss to the organisation.
Social: The social composition also affects the policies and procedures of the company. For
instance the advertisements of Cadbury are based on the culture of the country. Hence, these
advertisements are more effective because consumers can directly connect with them. Thus,
social factors can play significant role in strengthening of brand value and awareness.
Technological: These factors can improve the performance of company by providing more
feasible and accurate solution. If Cadbury will not follow the advanced technologies then it may
become unable to overcome its competitors due to less accuracy and speed.
Legal: The legal attributes must be followed by the Cadbury in every aspect of its business
activities. The failure to legal aspects can cause financial penalties as well as can affect brand
value of company. It becomes difficult for the customers to buy products of company which is
having legal battles.
Environment related factors: Sustainability is the most discussed concern for the
organisations as well as environment protectors. It is essential. Cadbury has changed its
packaging techniques so that it can contribute to environment sustainability. It has provided cost
saving beneifts also to company and consumers also appreciate such strategies of the
organisation. Thus, Cadbury must try to evolve more such environment friendly innovations for
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its betterment and future survival.
D. Consumer behaviour:
The organisation is one of the most popular and favourite brands in chocolates and food
products. The product quality, price and easy availability are the main factor for such popularity
(Jackson and Ahuja, 2016). However still certain consumer groups avoid the products of
organisation from health perspective thinking that products have low nutritional value.
Market segmentation: The market segmentation of Cadbury has been divided into different
criteria. For promotional basis the organisation uses geographical classification. The promotions
and advertisements are different in each country. The organisation ensures that products are
available in every locality (Yang and Gabrielsson, 2017). The products of Cadbury are used by
all age groups and gender. The reasonable prices also motivate the people with low income to
buy products of Cadbury.
Targeting: Cadbury can target its markets within groups which consumers its products more.
For instance, women, children and teenagers can buy these products. Similarly, if organisation
introduce some high energy and nutritional chocolates then health centric groups can also be
targeted for increasing the benefits and sales of organisation.
Product positioning: The organisation has effectively positioned its products in market and
among various customer groups. The teenagers and young people use its products for love, taste
and for exchanging it as gifts. On the other hand, children used to eat its products for fun and
small gifts in the packet. Currently the organisation is planning to position its product among
nutrition-oriented groups.
Marketing strategy: The key marketing strategies of Cadbury are its distribution network and
promotional events. The organisation provides its products at high as well as economic budget
range (Barrett and Weinstein, 2015). Cadbury manages that its brand is visible and available at
every state and store. This will automatically help organisation to become the first choice of its
customers. Along with the effective distribution channel organisation also use highly impressive
promotional strategies (Todorova, 2015). For instance, for attracting customers it uses videos of
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alien creatures but at the same time for influencing adults it develops promotional videos with
emotional appealing. Cadbury consider every event as an opportunity to gain the benefits and
sales target. Like during festival seasons instead of going normal it gives attractive discounts
and gift packaging so that people can use it as gift as well.
Marketing mix: The 4 P's of marketing mix can be used as follows:
Product: To increase the sales Cadbury requires bringing some innovations in its products.
Though current products are performing well but for long term success and leading other
organisations Cadbury must introduce new nutritional and innovative products.
Price: The price strategy of organisation is effective. However, the products which are kept in
higher price range can show higher sale records by price reduction. To compensate the change
organisation can make changes to packaging or distribution which can reduce operational cost.
Promotion: As per the current trends digital marketing is the most popular and effective
promotional method. The adoption of these strategies will also lower the promotional costs
(Lusch and Vargo, 2014). Along with this Cadbury can increase its participation in social events
so that people can relate emotionally with organisation. It will help organisation to create brand
awareness easily in regions where company is facing low sales records and profits.
Place: Still there are regions in which Cadbury gets tough competition from other
organisations. Cadbury must identify those regions and special marketing strategies must be
developed for those segments. It will help company to explore more opportunities in areas
which are still not covered by the organisation (Bahadir, Bharadwaj and Srivastava, 2015).
Return of investment: With the effective marketing strategies and plan the organisation will be
able to increase its market share. The organisation will increase its market share by 25% within
2 years. It will also increase the total number of sales in distinct regions.
Business-to-business (B2B): For performing the operational activities Cadbury also market its
services to other business organisations. For instance for creating awareness among consumers
company requires support of technical and advertising agencies. Similarly, for raw material of
its products organisation has to interact and business with other business groups. For acquiring
more benefits the company must choose its B2B partners with care and proper strategy so that it
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can enhance its profits and brand vale as well.
The marketing plan will help Cadbury to achieve its long-term success goals and to become the
leading industry.
CONCLUSION
From the report it can be concluded that marketing strategies are vital for organisations to
achieve their profitability and success goals. The report has explained the various elements of
marketing mix and impact of marketing strategies on other functional activities of organisation.
It is also observed from the analysis that the interrelationships between marketing and other
departments enable organisation to achieve its business activities with the most efficient and cost
friendly ways.
The organisations can improve the quality of services by interrelationship discussed in
report as it will minimize the operational cost along with elimination of functional errors. It can
also be concluded from the report that marketing plan cannot be accomplished without the
support from other functional departments of organisation. Thus, marketing team must have
coordination with other departments of company.
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REFERENCES
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